Impact of Advertising on Brand Equity

This assignment examines the crucial role advertising plays in establishing and strengthening brand equity. It analyzes how advertising strategies impact consumer perception, brand loyalty, and overall brand value. The assignment draws upon academic research in marketing and psychology to shed light on effective advertising practices for building enduring brands.

Running head: MARKETING RESEARCH
Marketing Research
Name of the Student
Name of the University
Author Note

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Executive summary
The purpose of the following paper is to discuss about the new market launch by Tata Motors,
Zest Sedan. The various aspects like the marketing objectives and the strategies to be
implemented to sell the new car have been discussed in this paper. Other important things that
have been discussed here in case of Zest Sedan are the target population for the car, its sampling
frame and the sampling approach. These aspects have been described by linking it to the new car,
Zest Sedan. The alternative ways for the target population, sampling frame and sampling
approach have been discussed of Zest Sedan have been discussed as well. The reasons for
selecting those alternative ways have been discussed as well.

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Table of Contents
Introduction......................................................................................................................................3
New market entry............................................................................................................................3
Marketing strategies.........................................................................................................................4
Discussing the alternative target markets for Zest Sedan................................................................5
Alternative ways of defining the ‘population’ for the research study on Zest Sedan......................6
Demographic traits.......................................................................................................................6
Psychographic traits.....................................................................................................................7
Alternative ways to define the ‘Sampling Frame’ for research on Zest Sedan...............................7
Alternative ways to define the ‘Sampling Approach’ for research on Zest Sedan..........................8
Reasons why the earlier approaches being used for better results...................................................9
Conclusion.......................................................................................................................................9
References......................................................................................................................................11

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Introduction
The following paper discussed upon the marketing strategies for the Tata Motors as they
are gearing up to bring in a new model for increasing their market shares (Tatamotors.com
2017). It has been observed that their market shares had been dropped to a huge level because
they were not being able to bring out the new products under their belt. Similarly, they were not
being able to enter into different target markets either. This had reduced their credibility to a
whole new level. These things had been a prime concern for them over the past few years. There
have been certain needs for them to get into the new markets to develop their market shares. The
scenario has turned out such that the organization had been running in loss as their market share
had dropped down to 6% in 2013/14 while the figures were relatively higher in the previous
years, 9% in 2012/13 and 11% in 2011/12 (Tatamotors.com 2017). This situation requires them
to enter into new markets and segment new target markets. Their new launch Zest Sedan could
be able to do that trick for them because they are a strong force to reckon with as their brand
reputation has been very trustworthy to the customers.
New market entry
It is relatively important for the organization Tata Motors to enter a new market because
they have a fair amount of reputation in the other markets that they deal in. They have launched
some new cars in the market that will; cater to a totally new group of target people. The two new
cars that they will be launching in this case are Bolt i.e. considered to be the new hatchback and
Zest Sedan which is also a complete sedan in the market (Tatamotors.com 2017). It will be a
completely new car with lots of new designs and facilities. Through the launching of this new
car, they will be entering into the petrol segment of the cars.

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Tata Motors have realized that petrol segment is one segment that occupies the 50% of
the market shares. This segment is not managed by them nor do they operate in that. So, these
intentions to enter into this market segment of petrol run cars, they want to expose a new target
market for themselves. The people who are much fond of driving petrol run cars are much
wealthy because petrol is much costly than diesel. The intention of the Zest Sedan manufacturers
is to increase their market share and touch a huge profit margin (Howes, Skea and Whelan 2013).
Marketing strategies
Some of the marketing strategies that they have applied in this context to increase their
dealer stores that will cater to supply more products as per the requirements of the customers.
The more will be the number of dealer stores, the more can they supply some new cars to their
customers. They are trying to open the new outlets as well as renovating the old ones. This adds
to the fact that they have to produce a huge number of cars for their customers (Ferrell and
Hartline 2012).
The company has taken up some overhaul plans that will help them to get more
customers by means of giving their dealer outlets a new identity along with a innovative new
brand image. They will be trying to be more customer friendly towards their customers that will
be very helpful to build the faith of the customers on them. They are targeting to hire at least
3000 new people will be employed by the authority. This will make them stronger in the market
competition (Cheng, Man and Yi 2013).

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Discussing the alternative target markets for Zest Sedan
The current and opted target market for the Zest Sedan will be the young working
professionals who will be enjoying the service facilities of the new car. The different strategies
that the tata Motors have selected to opt for are advertising strategy, promotional strategy and
brand positioning strategy.
Brand positioning is one of the most important strategies that is regarded to cater to
define the brand of a product or a company (Sirianni et al. 2013). The most effective target
market that Zest Sedan considered to be their target market was the middle class and upper
middle class business professionals. They have put a very strong emphasis on the marketing
research aspects and Tata Motors had done a thorough research on which markets can be
targeted. This marketing has been done to address the demographic, psychographic and other
aspects regarding the brand awareness for Zest Sedan (Simms and Gretzel 2013).
Tata Motors has implemented the promotional strategies in new ways since the
promotional strategies have to be innovative and it is a way to attract the customers in favor of
their target consumers (Johnson et al. 2013). They will launch fantastic innovative campaigns to
attract the attention of their potential customers who are the middle class and upper middle class
customers.
Advertising is a very significant aspect of the promotion of a product. This is also
important to build a proper brand reputation (Aaker and Biel 2013). The launching of new car
will need a proper brand advertising strategy that will provide support to their advertising
campaign. The various ways in which Tata Zest will be advertising for their products like
televisions, Radio and print advertisements, mobile promotions, online marketing, Point-of-sale

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strategy and other things like the outdoor promotions as well. The main aim for Tata Motors is to
build up the brand image for them and a proper corporate ima (Vanhamme et al. 2012). The
emphasis will be put by Tata Motors to the various aspects of its other cars like its fuel
efficiency, spacious looks and mileage.
The target market that can be recommended is of the middle class and upper middle class
families as well as the young married couples because a research study revealed that these two
kinds of target market have an affinity to buy the new sedans within the price range of 5 lakhs to
8 lakh. The new Tata Zest Sedan could fit into this requirement of those target markets. This
could be the first choice for those target customers (Solomon 2014).
Alternative ways of defining the ‘population’ for the research study on Zest Sedan
In order to understand the different ways to define the target population, it is of utmost
importance various ways of understanding the target population that are demographics,
psychographics, location and availability of the benefits of the benefits and uses (Wedel and
Kamakura 2012).
Demographic traits
The demographic traits are the intrinsic identity attributes for the for the target
population. These facts are age, gender, income levels, socio-economic background and others
(Wedel and Kamakura 2012).

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Psychographic traits
The psychographic traits mean the lifestyle choices that Tata Motors could target
according to their potential customers. These traits include the various activities such as hobbies,
interests and the ethical values. Tata Motors will be implementing their market plan by reflecting
on the lifestyle choices of their target markets (Wedel and Kamakura 2012).
The consumer perspectives regarding the benefits and uses that Tata Zest can afford
towards their customers are to determine their target population attributes.
The way to define the location for the target market is a very important aspect for
understanding the attributes of the target market (Wedel and Kamakura 2012).
Tata Motors will be looking to focus more on the psychographic traits to make their
marketing plan. However, the target population that could be made as an alternative option is the
demographic traits. This will help Tata Motors to put more focus on selling the cars to the
middle and upper middle class business professionals and the young married couples.
Alternative ways to define the ‘Sampling Frame’ for research on Zest Sedan
A ‘sampling frame’ is considered to be the source for the material from where the sample
has been taken. This is the list that includes everyone within the target population. This list can
include the individuals, households and the establishments as well (Ishak and Bakar 2014). A
perfect sampling farme can contain the traits such as numerical and rational quantifying
qualities; the organizational frame has to be rational in most of the ways, methodology, the frame
should have added knowledge regarding the units that allows utilizing more advanced sampling
frames, and the components including the target population can be available within the sampling
frame itself. The sampling frame that can be considered as the most perfect one is the list of

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factors about the target population that has the best information available (Ishak and Bakar
2014). An example of sampling frame can be given as that of the employment records, patient
records in medical institutions, listed databases in the organizations and some others as well.
Some sampling frames also just listed the ‘clusters’.
Tata Motors could be targeting to implement the direct kind of sampling frame but they
can also use the ‘clusters’ as a recommended way for sampling frames. This sampling frame can
also offer certain benefits for Tata Motors. This can include their target markets like the young
married couples and the middle class and upper middle class business professionals because they
have been visiting the showrooms of the car manufacturers including Tata Motors for the ideal
car within their price range (Jahanshani et al. 2014). This sampling frame will be a useful one
because this will not need to store the data in their database for all the population units. This will
be counted on the basis of the smaller clusters.
Alternative ways to define the ‘Sampling Approach’ for research on Zest Sedan
The two sampling approaches that can be considered as an effective one are either
random sampling or stratified sampling (Robinson 2014). Random sampling can be considered
as the one that is set on the statistical formats. There are no biases involved in the random
sampling approach. If the sample traits distract from the population traits, it can be considered as
a matter of preference. (Lin, Tang and Yao 2013).
The stratified sampling approach is looked upon as the one on which probability is the
main thing. This can be considered as reproducing the population in the smaller version. Before
sampling, the population division has to be made for genuine research. After this, the random
sampling is the most evident thing for population of every stratum.

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Tata Motors will be looking to apply the random sampling approach whereas the
recommended way for sampling approach is the stratified sampling approach. The reason for that
is stratified approach will be offering various benefits over the random sampling approach. This
approach always saves the money as it focuses upon smaller groups of people.
Reasons why the earlier approaches being used for better results
 The alternative way for ‘population’ is the demographic traits that focus on the middle
and upper middle class business professionals and young married couples. They will be
helpful to know about the intrinsic identity attributes. These things should be based on
target populations.
 The alternative sampling frame in case of Zest Sedan will be to list the clusters only. This
is because it will include the middle class and upper middle class business professionals
and the young married couples (Acharya et al. 2013). These are the people who have
visited the showrooms very recently. This will be helpful in another aspect that it will not
be needed to store the data and it is easy to use as well.
 There are many alternative ways in the sampling approach and the alternative way for the
sampling approach for Tata Zest Sedan will be the stratified probability sampling
approach. This is only because it offers certain advantages over the simple random
sampling. This approach will be much in depth and cater to the purpose of sampling
approach.
Conclusion
It can be concluded by saying that the target market and population alternatives have
been described. The findings have been analyzed from different aspects. Other important things

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like the sampling frame and sampling approach have been discussed as well by linking it to the
case of Zest Sedan. The research work has been carried out with an in depth analysis on the
target population, sampling frame and sampling approach for Zest Sedan by Tata Motors. The
strategies they can use for sell of their new product have been discussed here in this paper as
well. The reasons for using the alternative target population; sampling frame and sampling
approach have been addressed as well.

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References
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brands. Psychology Press.
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Cheng, P., Man, P. and Yi, C.H., 2013. The impact of product market competition on earnings
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Systems, 24(4), pp.647-660.

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Robinson, O.C., 2014. Sampling in interview-based qualitative research: A theoretical and
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