Strategic Marketing and Positioning of Tata Motors' All-New Zest

The research paper delves into the strategic marketing and positioning of Tata Motors' All-New Zest. It examines the innovative strategies implemented to enhance market presence in the automotive industry. The analysis includes an exploration of market orientation and sustainability models that drive overall innovation capability. Additionally, it investigates how materialism and consumer attitudes impact car purchases, particularly for models like the Zest. The paper also discusses program-target methods for managing small businesses within the context of Tata Motors' strategies. Through a comprehensive review of positioning strategies and knowledge creation processes among late followers in the auto industry, the study provides insights into effective marketing techniques that Tata Motors utilizes to maintain competitiveness.

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Marketing
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Contents
Introduction................................................................................................................................3
Target market alternatives:.........................................................................................................3
Alternatives for defining population:.........................................................................................4
Alternatives for determining sampling frame:...........................................................................5
Approaches for sampling:..........................................................................................................6
Efficiency of approach:..............................................................................................................7
Conclusion:................................................................................................................................8
References..................................................................................................................................8

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Introduction
The product under concern in this research activity is Tata Zest, the newly launched compact
sedan by Tata Motors. It is imperative to observe that the product would be liable to access of
varying target markets. This section would illustrate the possible market alternatives for Tata
Zest alongside drawing conclusion on a final recommendation. The parent company launched
the sedan with a striking slogan ‘Zest up your life’ and progresses with the formidable
characteristics for establishing novel benchmarks in the sedan segment through improvisation
of safety technologies (Tata Motors Limited, 2017).
Target market alternatives:
An observation of the target market for the product could facilitate opportunities for the
company to determine new approaches for marketing the product. The concerns of failure in
a single market segment could be addressed through preparing contingency measures to
address other target markets. As per Agrawalla regarding the product, Tata Zest is primarily
intended for the growing middle class in urban areas (Agrawalla, 2017). The features of the
automobile are also intended to target the young working professionals that are employed in
urban locations.
The target market of young professionals could be addressed by the company through the
unique features of the automobile as noticed in dependability, high-tech features and price
efficiency (Hair Jr & Lukas, 2014). A comprehensive reflection on the approaches for market
segmentation would be helpful in drawing viable insights into the validity of recommendation
of target market for Tata Zest. The different target market alternatives which could be
observed for the automobile could be observed in the form of varying needs of consumer
groups rather than referring to the type of the car. The classification of target markets
according to the type of car is not favourable approach for market segmentation which can be
addressed through identifying market segments based on the needs of the consumers (Brown,
2016).
According to Brown, the target market for Tata Zest should be vested in the consumers that
age within the range of early twenties to early forties which account for a substantial share of
the customers in the automobile industry. Marketing segmentation could assist Tata Motors
to access the untapped potential of the target audience of millenials and generation X (Brown,
2016). Tata Motors should consider the recommendation of the target market among young

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customers owing to the market size acquired by the segment. Tata Motors also faces
considerable risks of losing its brand image as a mass automobile manufacturer alongside the
concerns of losing core customers through emphasis on a single target market. One of the key
approaches to address the requirements of the selected target market is through the provision
of price efficiency which could enable less affluent customers to access the product easily
(Gabriel, 2015).
The unique selling point of Tata Zest could also act as an opportunity for involvement in the
target market of young customers (Gurova et al., 2017). The objectives of Tata Zest’s
marketing could be identified as becoming the benchmark in advanced safety technology and
design of the vehicle. As per Marković, Aćimović & Mijušković, the effective promotion of
the car through its launch prior to the Bolt Hatchback could be assumed as a notable
influence on its perception as a premium automobile. Therefore, the recommended target
market among millenials and generation X individuals for Tata Zest could be validated as an
appropriate recommendation since they are more likely to opt for the car due to the design
preferences and price efficiency (Marković, Aćimović & Mijušković, 2016).
Alternatives for defining population:
The research on the possible target market alternatives for Tata Zest with specific emphasis
on the target market of young working professionals should also consider the implications of
defining the population for the research. It is essential to observe the definitions of population
and its difference from sample alongside the available methods for determining population
for a research study. As per Pandelică & Diaconu, the research would progress with the
objective of determining the feasibility of the selected target market for the newly launched
Tata Zest sedan of Tata Motors (Pandelică & Diaconu, 2011).
The population for a research study could be defined as the total set of elements with
common characteristics relevant to the subject of scientific query. The research population
could also be defined as the well-defined collection of objects or individuals that share a
similar trait or characteristic.
The individuals or objects within the population are usually associated with a common trait.
For example, the term government officials could be used to describe a population involving
the similar characteristics of being members of the population alongside being officials of the
government (Rimple et al., 2015). The approaches for defining population for a research

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study could also be observed in the form of two classes of population in research. The
estimation of population for a research study could be observed in the form of target
population and accessible population.
Target population for a research could be defined as the entire group of elements that is
required by the researchers to reach a generalized conclusion pertaining to specific research
issue. The characteristics of the target population are generally considered similar to the
criteria of the researchers and could be observed in examples of all people with AIDS or all
school children with obesity (Rahman et al., 2015). On the other hand, the accessible
population approach is used by researchers to apply their generalized conclusions and is
generally considered as a subset of the target population and is also considered as study
population in many cases.
The characteristics of the accessible population are determined according to the criteria of
region, country, institution, state or city and could be identified in the example of accessible
population in all patients of asthma in the state of Gujarat (Shakhshir, 2014). The
recommended population definition method for Tata Zest could be identified in the form of
accessible population that could be identified in the young working professionals in Delhi
NCR area.
Alternatives for determining sampling frame:
Sample could be defined as the selected elements for participation in the research study and
the people involved in the sample are referred to as participants or subjects. Sampling frame
could be identified as the list of all elements in the population and is intended to provide an
equal opportunity to every individual in the population to be selected in the sample (De
Mooij, 2013).
The sampling frame is different than a population as it is specific in nature and it is essential
for researchers to determine the qualities of a good sampling frame in order to fulfil the
research needs. The sampling frame consists of inclusion of all individuals within the target
population alongside excluding the individuals that are not involved in the target population
(Shakhshir, 2014). The sampling frame also refers to the provision of accurate information
regarding the contacts of participants. Some issues that could be observed in context of the
sampling frame involve coverage and availability. Availability of sampling frame could be
associated with concerns of existing framework or the necessity for constructing a new frame.

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As per Pandelică & Diaconu, the issues with determining a good sampling frame could also
be observed in terms of coverage that indicates lack of updates on the information leading to
discrepancies between statistics pertaining to sampling frame and the target population.
Another necessary consideration for deciding on the appropriate frames required for the
research survey is to understand the relationship between unit of selection and the target
population among which the former is responsible for determining the frame (Pandelică &
Diaconu, 2011).
In the case of research on Tata Zest, the target population is observed in young working
professionals and the recommended frame for the research study would involve list of all
major companies with a larger share of younger workforce. The units of selection would
include the companies at the first stage followed by the working professionals in the second
stage (Czinkota & Ronkainen, 2013).
The list sampling frame would be effective complement for the research study as it would
enable acquisition of effective sample design in the case of Tata Zest which would enable the
sampling frame to comprise of list of target population units. The efficiency of the list
sampling frame for the research study related to Tata Zest could be identified in the form of
access to supplementary information that assists in acquisition of information related to
participants in the research study (Marković, Aćimović & Mijušković, 2016).
Approaches for sampling:
According to Gabriel, the definition of a target population for a research study would not be
liable to provide the desired research outcomes since the researcher would have to rely on
judgement and logic for resolving the research issue (Babin & Zikmund, 2015). In cases
where the target population is considerably small, the researcher could utilize the population
as a sample in the research study since data could be gathered from every member of the
population. However, the selected population for majority of research studies would involve
concerns of large population which leads to the setbacks for surveying the entire population
(Gabriel, 2015).
The selection of a sample is vested in identification of a smaller subset of the target
population and is intended to reflect the characteristics of the population in the sample. The
distinct methods used for sampling could be generally classified into probability and non-
probability sampling methods. Probability sampling methods involve references to the known

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probability of every member in the population to be included in the sample. The different
probability methods which could be observed in the domain of research include random
sampling, stratified sampling and systematic sampling (Agrawalla, 2017). On the other hand,
non probability sampling is based on the selection of participants from the population
according to a set of specific precedents (Armstrong, et al., 2015).
Non-probability sampling methods include quota sampling, judgment sampling, snowball
sampling and convenience sampling. The selection of a sampling method is a formidable
concern for researchers as it involves the selection of appropriate participants that can
provide viable insights for resolution of the research issue. However, it is imperative to
consider the advantages provided by probability sampling over the methods of non-
probability sampling especially in the form of privileges to determine the sampling error.
Sampling error provides a clear depiction of the extent to which the sample characteristics
differ from that of the target population (Gabriel, 2015).
The recommended sampling method for the research related to Tata Zest could be identified
in the form of stratified sampling. The method of stratified sampling could be used to limit
the concerns of sampling error in the research with the identification of stratum within the
population identified for the research. The classification of stratum in the form of working
professionals within the age group of 24-35 would enable the identification of similar
characteristics as that of the population (Gurova et al., 2017).
Efficiency of approach:
The depiction of specific research approaches described in the previous sections has to be
reviewed for determining their efficiency in delivering the desired research outcomes. The
definition of population for the research study alongside determining sampling frame and
methods for sampling could be associated with promising advantages for the research in
context of Tata Zest and its reach in the desired target market.
The impact of considering the accessible population approach could be observed in the form
of flexible access to the desired group of elements of interest to the researcher i.e. young
working professionals in Delhi NCR area (Agrawalla, 2017). The estimation of sampling
frame in the form of list sampling frame could also be associated with the advantages of
acquiring comprehensive information related to organizations where the participants are
employed alongside obtaining contact details of the subjects in the population i.e. the

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working professionals. The use of a list sampling frame is also accountable for providing
access to supplementary information thereby ensuring the limitations on probabilities for
coverage errors which is a formidable issue pertaining to sampling frames.
Effective research outcomes could also be anticipated due to the adoption of the approach
expressed in this report on the basis of stratified sampling that narrows down the population
alongside providing access to participants that can provide relevant insights into the factors
determining their preferences for a sedan (Rahman et al., 2015). The research outcomes could
be aligned with identification of the feasibility of the selected target market of millenials and
generation X individuals for Tata Zest (Andrews & Shimp, 2017).
Conclusion:
The assignment provided a discussion on the potential target market alternatives for Tata Zest
followed by illustration of the alternative approaches for defining population in a research
study, determining sampling frame and sampling approach needed for research. The report
also provided recommendations for approaches to be followed by researchers in context of
research on Tata Zest sedan. The final section of the assignment provides validation for the
efficiency of the research approach in delivering an effective research outcome.
References
Agrawalla, R.K., 2017. A Systems Model to Make, Market, and Lead Your Way towards
Sustained Growth. Systems, 5(2), p.41.
Andrews, J.C. and Shimp, T.A., 2017. Advertising, promotion, and other aspects of
integrated marketing communications. Nelson Education.
Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction.
Pearson Education.
Babin, B.J. and Zikmund, W.G., 2015. Exploring marketing research. Cengage Learning
Brown, S., 2016. Brands and Branding. Sage.
Czinkota, M.R. and Ronkainen, I.A., 2013. International marketing. Cengage Learning.

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De Mooij, M., 2013. Global marketing and advertising: Understanding cultural paradoxes.
Sage Publications.
Hair Jr, J.F. and Lukas, B., 2014. Marketing research (Vol. 2). McGraw-Hill Education
Australia.
Gabriel, F.L., 2015. The Impact Of Promotion Campaigns Over The Companies In The
Current Economic Context. Annals of'Constantin Brancusi'University of Targu-Jiu. Economy
Series.
Gurova, E., Larinina, T., Zakorin, N., Andreeva, L. and Manukhina, L., 2017. Program-target
methods of management small business. In MATEC Web of Conferences (Vol. 106, p.
08085). EDP Sciences.
Marković, D., Aćimović, S. and Mijušković, V., 2016. Auto industry late followers
knowledge creation through internationalization. Marketing, 47(4), pp.267-277.
Pandelică, A. and Diaconu, M., 2011. The management of innovation process from market
orientation perspective in automotive industry. Annals of the University of Petrosani,
Economics, 10(2), pp.108-115.
Rimple, M., Srikant, M., Naseem, A. and Jitendra Kumar, M., 2015. A study of interaction of
materialism and money attitude and its impact on car purchase. Management & Marketing,
10(3), pp.245-269.
Rahman, M.N.A., Doroodian, M., Kamarulzaman, Y. and Muhamad, N., 2015. Designing
and validating a model for measuring sustainability of overall innovation capability of small
and medium-sized enterprises. Sustainability, 7(1), pp.537-562.
Shakhshir, G., 2014. Positioning strategies development. The Annals Of The University Of
Oradea, 977, pp.416-437.

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Tata Motors Limited. (2017). Tata Motors unveils the All-New ZEST and the BOLT. [online]
Available at: http://www.tatamotors.com/press/tata-motors-unveils-the-all-new-zest-and-the-
bolt/ [Accessed 14 Sep. 2017].
Appendix
Member 1
Agrawalla, R.K., 2017. A Systems Model to Make, Market, and Lead Your Way towards
Sustained Growth. Systems, 5(2), p.41.
Shakhshir, G., 2014. Positioning strategies development. The Annals Of The University Of
Oradea, 977, pp.416-437.
Member 2
Rahman, M.N.A., Doroodian, M., Kamarulzaman, Y. and Muhamad, N., 2015. Designing
and validating a model for measuring sustainability of overall innovation capability of small
and medium-sized enterprises. Sustainability, 7(1), pp.537-562.
Marković, D., Aćimović, S. and Mijušković, V., 2016. Auto industry late followers
knowledge creation through internationalization. Marketing, 47(4), pp.267-277.
Member 3
Rimple, M., Srikant, M., Naseem, A. and Jitendra Kumar, M., 2015. A study of interaction of
materialism and money attitude and its impact on car purchase. Management & Marketing,
10(3), pp.245-269.
Gurova, E., Larinina, T., Zakorin, N., Andreeva, L. and Manukhina, L., 2017. Program-target
methods of management small business. In MATEC Web of Conferences (Vol. 106, p.
08085). EDP Sciences.

11
Member 4
Pandelică, A. and Diaconu, M., 2011. The management of innovation process from market
orientation perspective in automotive industry. Annals of the University of Petrosani,
Economics, 10(2), pp.108-115.
Gabriel, F.L., 2015. The Impact Of Promotion Campaigns Over The Companies In The
Current Economic Context. Annals of'Constantin Brancusi'University of Targu-Jiu. Economy
Series.