Given that price of Zest petrol and diesel, both base variant and top end, are lower than that of competitors like Hyundai Xcent, Maruti Dzire and Honda Amaze, Zest would be getting good attention. Once prospective customers enter dealerships to check the Zest out, new showroom facilities and newly recruited & trained personnel should explain the quality and variety of features offered in Zest and market it in value for money angle. Plan seems viable, but the question is, can Tata improve its market position through single product?
Mr. Ranjit Yadav, President of Passenger Vehicle business unit, Tata Motors Ltd., believes that Zest will help company’s market share in compact segment grow quite strongly. But Mr. Yadav did not disclose their target market share percentage. Tata Indigo compact sedan retains about 6 percent share, which will continue to sell positioned below Zest; bigger sedan Manza will also remain in portfolio above Zest.
Mr. Yadav added that the company has undertaken a 360 degree digital marketing campaign starting with Revotron engine, across dealership outlets. He also said these and similar marketing strategies will be used not just for Zest, but for future Tata products as well; this is just the beginning. Next comes Bolt.
Source – Economic Times via PTI