Buy gives Tata a fresh branding challenge

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A multi-billion dollar challenge is upon the Tata Group. After launching the world’s cheapest car Tata Nano, the Tata Group will have to sell two global iconic brands Jaguar and Land Rover. And, while international dealers and experts reckon that it would be a tough call, Indian brand experts feel otherwise.

“In India, a car owned by a Parsi gets a premium. The understanding and passion that the Parsi community has for maintaining cars is legendary. Jaguar and Land Rover are in sound hands,” says a marketing expert.

Abhijeet Awasthi, national creative director at advertising agency O&M India adds, “It’s truly a big challenge for the company. There’s also a general perception that makers of mass market brands will find it difficult to perform well in the luxury car segment. But marketing is all about managing perceptions.” And, Awasthi adds that Tata Motors will easily achieve its marketing goal to sell iconic brands across the globe despite many odds. “They are extremely competent marketers,” reasons Awasthi. Incidentally, O&M has been handling the advertisement account of Tata Safari for over a decade.

Sam Balsara, chairman of the Madison Group adds a different perspective. He says, “I do not think this will pose a problem in branding. Today, the brand Tata is associated with a wide range of products and services across different price points and different geographies. The brand values that the customer will derive will be from the specific brand, be it a Nano or Jaguar,” elaborates Balsara.