Sumo Grande: Seeding Activity to the High-end Tourist Market

Seshanna Sudarshan ()
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Seshanna Sudarshan: Alliance Business School, No. 2 & 3, 2nd Cross, 36th Main, BTM 1st Stage, Bangalore 560 068, INDIA

Advances In Management, 2009, vol. 2, issue 5

Abstract: Tata Motors has segmented, targeted and positioned selected products according to their features and brand equity in the market. Products such as the newly launched Indigo CS, Palio MultiJet, Safari Dicor, and Sumo Grande are thus positioned exclusively for sale in the high-end tourist market, that is, for fleet operations only. Bangalore being the IT hub in the country, possesses a strong market potential for automobile brands to promote their products heavily in the fleet operations space, given that a large number of employees in the IT and ITes sectors commute from home to office on a daily basis. This focus of the paper is to examine the market potential of the Sumo Grande – a repositioned product- in the commercial segment based on a product seeding approach. The findings of the paper test the market penetration strategy of the product by adopting a quantitative research methodology. The paper presents an analysis and interpretation of primary data collected through a sample survey of potential fleet operators based in Bangalore city. The research methods and business recommendations contained in the paper have been presented to executives at Tata Motors, which have been verified and approved.

Date: 2009

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Persistent link: http://EconPapers.repec.org/RePEc:mgn:journl:v:2:y:2009:i:5:a:9

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