Tata Group Marketing Strategy & Marketing Mix (4Ps)
Published by MBA Skool Team, Last Updated: April 08, 2017
Marketing Strategy of Tata Group analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Tata Group marketing mix, help the brand succeed.
Tata Group marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Tata Group Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Tata Group Product Strategy:
The product strategy and mix in Tata Group marketing strategy can be explained as follows:
Tata Group is one of the leading conglomerates in India. Tata Group has its presence in several industries and has businesses in its marketing mix spread across the world. The Tata group is into following business verticals:
• Realty & Infrastructure: Tata Power, Tata Housing Development Company, Tata Consulting Engineers, Tata Power Solar, Voltas
• Financial Services: Tata AIA Life Insurance, Tata AIG General Insurance, Tata Capital, Tata Investment Corporation
• Manufacturing: Tata Chemicals, Jaguar Land Rover, Tata Steel, Tata Motors, Tata Daewoo Commercial Vehicle Company
• Services: Tata SIA Airlines – Vistara, Tata Services, Tata Technologies, Taj Air, TM International Logistics, Tata Global Beverages
This list is not exhaustive. It has more than seventy brands which cater to twenty-eight separate industries.
Tata Group Price/Pricing Strategy:
Below is the pricing strategy in Tata Group marketing strategy:
All companies of the Tata group function independently, under its own set or board of directors.
All these companies are unique and distinct from each other. Therefore, the pricing strategy in its marketing mix followed by all these are individual company decisions as they are all in different industries facing different economic factors, capital, scale, etc. The Tata group is definitely the market leader given his market share of US $ 116 billion, there it follows a differential pricing strategy to capture and maintain its market share.
Tata Group Place & Distribution Strategy:
Following is the distribution strategy in the Tata Group marketing mix:
Tata group is present in more than eighty-five countries in more than six continents. The group has grown to a huge scale globally. It has different websites for all countries. Besides Tata group activities are also accessible on digital platform.
Most of its companies are up to date and provide services on mobile phone and hold a good presence on the internet.
Tata Group Promotion & Advertising Strategy:
The promotional and advertising strategy in the Tata Group marketing strategy is as follows:
Tata group does not promote itself directly. The independent companies sunder it promote its brand or themselves under the individual marketing plans. Its services and consumer products are known to employ celebrities to promote the products like that of Titan, Taj Hotels, etc. Print media is also used extensively by companies like Tata Steel and Tata Motors, even television. Companies like that of defence and consultancy are more of B2B nature, therefore do not indulge in mass promotions.
Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of Tata Group.
The Tata group as a whole employ 6,60,800 employees. The Tata Group itself is owned by Tata Sons. Tata Sons has two subdivisions: Tata Quality Management Services and Tata Financial Services. The Tata Quality Management Services part is responsible for working the quality management department of all over hundred independent companies to ensure and main quality standards as the Tata group stands on the pillars of quality and trust.
The sheer scale of the Tata group is of evidence to it being a raging success and market leader. Tata group’s market cap is 7.2% of the total market cap of BSE. The Tata group is into multiple sustainability and responsibility are like plantation drives, education, hospitals, etc.
The Tata group strategizes to grow by acquisition and mergers around the globe and increase its geographical boundaries. The group also aims at acquiring the sources of raw material. For context, the Tata group has deep interest in acquiring steel plants across the globe so that it can provide steel at a minimum possible price to its automobile company hence eliminating the trouble of the supply chain and benefitting from the economies of owing the source of raw material. It has in the past acquired loss making global giants and converted them into profit naming companies like Tetley tea, Land Rover, Jaguar to name a few. Hence, this concludes the marketing mix of Tata Group conglomerate.
About Tata Group:
Tata Group is a holding company of more than hundred different companies that deal in completely unique businesses. This conglomerate is was first setup in Mumbai and was found by Jamshedji Tata in 1868. Tata group has a revenue of US$ 100+ billion in financial year 2016. The name Tata is synonymous with trust and stability.
The Tata Group conglomerate has lasted for a century and a half. The scale of its operations grew to global scale and went on to acquire many global giants.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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