1. TATA’s RATAN (Jewel)
Presented by:
1. Monica Gidwani
2. Peter D’souza
3. Pravat Sahoo
4. Rohit Kamat
5. Ramchandra Manerikar
6. Savio Rangel
7. Sushil Lad
8. Ziegler Rodrigues
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2. TATA
Jehangir Ratanji Dadabhoy Tata (JRD)
1925 JRD joined Tata & Sons which was set up by Jamshedji Tata.
1935 JRD founded India's first commercial airline, 'Tata Airlines'.
1938 At the age of 34, JRD was elected as the Chairman of Tata & Sons
having major interests in Steel, Engineering, Power, Chemicals and
Hospitality.
1936-45 Founded Tata Institute of Social Sciences (TISS), Asia's first cancer
hospital, the Tata Memorial Hospital in Bombay, the TIFR & the NCPA
1945 Founded Tata Motors.
1956 Initiated a program of closer 'employee association with management'.
1968 He founded Tata Consultancy Services.
1987 He founded Titan Industries.
Ratan Tata
Early life, Education and Career Start-up….
1937 Born in Mumbai on Dec 28 in a Parsi Family. He is the great-grandson of
Tata Group Founder, Late Jamsedji Tata.
1962 Completed BSc – Architecture from Cornell University.
1975 Completed Management Programme from Harvard Business School.
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3. RATAN TATA
A Shaky but Challenging Start….
1962 Jointed Tata and started working at Jamshedpur Steel Plant.
1971 Appointed Director of an already Sick The National Radio & Electronics
(Nelco) with a challenge to make it profitable.
1974 Became a Director in Tata Sons.
1977 Given charge of Empress Mills, another Sick unit, to turn it profitable.
1981 JRD stepped down as Tata Industries chairman, naming Ratan as his
successor. Mr. Ratan Tata sold non core businesses like TOMCO,
Lakme, Pharma Companies and brought Mckinsey for reorganization.
Promoted Tata Telecom, Tata Finance, Tata Keltron, Tata Honeywell,
Tata Elxsi and Plantek.
Achievements….
1988 As a Telco’s chairman successfully resolved prolonged labour
dispute.
1991 Took over Tata Group Chairman.
1998 Launched Tata logo & created a universal branding policy in the Group.
1998 Launched Indica
2000 Acquisition of Tetley
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4. TATA
Achievements contd……
2007 Acquisition of Corus
2007 Launching of Lakhtakia Car “Nano”.
2008 Acquisition of Jaguar & Land Rover.
2008 Shifting of Tata Nano Project from Singur to Sanand.
2011 Willing to launch hotel projects in West Bengal under Mamta’s Leadership.
Mr. Pallonji Mistry (Phantom of Bombay House)
 He has 18.5% stake in Tata Sons and he is the single largest shareholder.
 He is the Chairman of the Shapoorji Pallonji Group.
 He is known for his media-shyness and rarely appears in public.
Mr. Noel Tata
1999 Became the M.D. of Trent, Tata’s Retail Arm. Earlier he was with Tata
International.
 Trent runs lifestyle chain (Westside, Star Bazaar, Fashion Yatra), and
Landmark.
 Westside’s success story made him Director in Titan Industries, and Voltas.
 Speculation is that he may be the successor of Mr. Ratan Tata.
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5. RATAN TATA
TATA’s CONSUMER MARKETS
Consumer Products Business Products
Global Markets Non Profit & Govt. markets
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6. RATAN TATA
Tata’s Holistic Marketing Approach
Internal Marketing Integrated Marketing
Holistic
Performance Marketing Marketing
Relationship Marketing
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7. RATAN TATA
Products Acquired Collaboration
 Tetley Tea,
 Corus Steel,  Tata AIG
 Pierre Hotel,  Tata
 Jaguar Hitachi
 Land Rover.
 Tata Sky
 Himalayan
Water
 Westside
Products Launched Co-Branding
 Tata
 Indica, MasterCard
 Nano, Credit
 Ginger Hotels Card
 Tanishq
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8. RATAN TATA
Segmentation of Tata’s Consumer Markets
Consumer Markets
Geographic Demographic Psychographic Behavioral
City – Tashi, Tetley Age – Titan Fasttrack Innovators: Jaguar, Decision Roles: Tata
Himalayan Water, Land Rover, Taj Hotels, Agro Products
Landmark Life Stage: AIG Life Pierre Hotel
Insurance Occasions: Tanishq,
Thinkers: Voltas ACs
Urban – Tata Titan, Westside
Indicom Family Size – Star Achievers: Tashi,
Ginger Hotels, Tata Bazzar, Tata Cars Tanishq (9 to 5 Benefits: Tata Indica,
E-mall online collection) Nano
purchase Gender - Tanishq
Social Class: Tata Salt Experiencers: Tata
User Status: Ginger
Rural – Tata Agro Indicom, Tata Sky
Hotels, Himalayan
Income: Titan, Sonata Believers: Tata Salt Water
Watches
User Rate: Tata
Niche Marketing : Jaguar, Land Rover, Taj Air, Himalayan Water
Indicom
Individual Marketing : Tata AIG Insurance, Tata’s Defense Products
Local Marketing : Tata’s Fertilizers, Seeds and Agro equipments, Tata Kisan Sansars
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9. RATAN TATA
 PRODUCT SYSTEMS: Tata Indica Vista has Euro-4 engine, both diesel and petrol variants, Eurotech
gearbox, four-spoke tilt-adjustable steering wheel and height adjustable driver seat. increased
storage area, integrated 2-din stereo system with Blue 5 and USB port compatibility. dual airbags at
the front and ABS (Anti-Lock Braking System)
 PRODUCT MIXES : Width, Length, Depth & Consistency
Width
Chemicals Engineering Metals Communication Services Energy Consumer Products
Salt Vehicles Steel Software Hotels Power Beverages
I-Shakti Dals Auto Parts Advance Telecom Infrastructure Solar Power Watches & Jewellery
Swatch Equipments Composites DTH Housing Retailing
Soda Ash Airconditing Broadband Insurance
Industrial Salt Consulting Multimedia Asset Mgmt
Cement Projects Research Finance
Fertilizers Laboratories Logistics
Biofuels Urban Services
Length
Depth:
Tea/coffee – Tata Tea, Kanan Devan, Vitax, Tetley, Eight O’ Clock Coffee, Good Earth, Tea4kidz
Hotels – Taj Palace, Taj President, Ginger
Consistency – Many distribution channels provide uniform support for many products in a category
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10. RATAN TATA
 Point of Difference (PODs) & Point  Objectives of Tata’s Advertising
of Parity (POPs) – Indica Car Program:
Informative Persuasive
PODs: Maruti Zen (Compact Size), Advertising Advertising
Ambassador (Spacious & Sturdy),
Maruti 800 (Value for money)
Indica has all these features (negating
the PODs by creating POPs) and (It’s (Keep it (Isco laga (Wait
marketed strongly on POPs and sold a Wonderful Simple Silly) dala to life Mat
million cars till today. thing) jinga la la) Kar)
 Point of Difference (PODs) & Point
of Parity (POPs) – Himalayan Reminder Reinforcement
Water Advertising Advertising
PODs: Bisleri (Safe to drink processed
water),
Tata acquired Himalayan Water which
is unprocessed mineral water directly
from the Himalayas, a truly health & (Desh ka Namak) (Kushioon Ki Chabi)
wellness product having PODs & POPs.
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11. RATAN TATA
Advertising Mediums Marketing Public Relations
 Consumer Products : Mainly TV Ads, Rest Companies for Tata Group
options - Print Ads,. Billboards
 Rediffusion
 Business Products: Mainly Print Ads, Trade
Fairs, Sponsorships.
 McCann Erickson
Consumer Sales Promotion Tools
 Publicis Zen
 Samples: Beverages Tetley Samples
 Vaishnavi
 Frequency Programs: Taj Hotels Ginger  Saatchi & Saatchi
 Free Trials: Cars
Brand Ambassadors Sponsorships
 Product Warranties: Voltas AC, Tata
Swatch
 Point of Purchase : Westside, Croma,
Landmark
Trade Promotion Tools
 Price-off: Discount on List Price
 Trade Shows & Conventions
 Sales contests: Free Trips, Cruises
 Specialty Advertising: T-shirts, Stationery
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12. RATAN TATA
Corporate Social Responsibility
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13. TATA’s Ratan (Jewel)
Tata Group’s milestones…….
 Largest Indian multinational conglomerate.
 Operating 98 operating companies (28 listed) in 7 Sectors.
 Operations in over 80 countries in 6 continents.
 65 % of the total income is overseas income.
 Largest private sector employer with over 4,00,000 employees.
 Nearly 20 years later, at Rs 3.46 Lakh Crore (Rs 3.46 trillion), Tata Group
revenue is 40 times the 1991 level, while net profit has gone up four times.
 Truly a Salt-to-Software group.
Is Ratan Tata indispensable ?
 In 2002, Ratan Tata was at 65. Tata Sons Board made him non-executive
chairman.
 In 2008, the Board upped the retirement age from 70 to 75.
 In December 2012, Ratan Tata will retire at the age of 75.
 Board and Shareholders don’t want to lose their Ratan (Jewel).
 Board has set up a 5 member selection team to find a Successor.
 Search is still on……
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14. RATAN TATA
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