Tata Motors - A Tough Brand To Manage - Views From Prabhakar
In my earlier posts, I wrote in detail about Nano ( 'Nano, A good product marketed badly?' and Tiago ( Tiago, not so Fantastico? ). But it is also interesting to look at the Tata Motors brand as a whole. After all, it is a difficult brand to manage, given its legacy of being a truck and commercial vehicle manufacturer, a fact that differentiates it from all the other automobile brands in the Indian market who don't have to carry that baggage. To take an example, think hard about whether you would buy cars from Ashok Leyland in India, or Man in Germany, or Iveco in Italy to make it explicit with an analogy. And for the purposes of this discussion, all of the analysis is as of April 2013 and does not take into account any changes, progress or decline of the brand in the last three and a half years. In other words, this is a snapshot of March-April 2013.
