Segmentation and Positioning Strategy for Tata CURVV Electric Car Assginment

Assignment Task

Question

1. Tata Motors is all set to launch its electric car Tata CURVV. It has decided a price range of approx. ₹15.00 – ₹ 20.00 Lakh with an automatic transmission. Based on the above information, as a marketing consultant, suggest a suitable segmentation plan for the newly launched brand (suggest a suitable type of segmentation with appropriate justification). Based on the type of segmentation, suggest an appropriate Positioning strategy with justification.

2. Your friend is planning to purchase a laptop for routine usage & is seeking your guidance for the same. Practically guide him through the steps of consumer buyer decision making process.

3. Read the case & answer the questions based on the case:

Aahar fast food is a very popular evening/late night joint targeting young students, young couple, and even family. It serves delicious food & customers have always appreciated their service too. It has its presence in the market since last 10 years in Mumbai & are planning a Pan-India launch. As a consultant help them with the following:

a) Recommend an advertising strategy for the launch focusing on appropriate message decisions & specific media vehicles (combination of media vehicles is expected including social media).

b) Suggest at least two sales promotional tools at consumer-level for the new launch with appropriate justification.

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