Along with marketing strategies, the rise of digital marketing and a new type of dedicated network has helped Tata Motors increase its sales in the small vehicle (SCV) segment, especially the pickup segment.
The SCV (sub-3.5 tonne) segment includes small cars (0-2 tonne gross vehicle) and vans (2-3 tonne GVW). Pick-up is the fastest growing segment and is the largest category in the entire CV market.
A leader in the mini-truck segment, Tata has been trying to take a bigger role in the pickup segment, dominated by Mahindra & Mahindra.
Digital presence
While the company has come out with several products to fill the gaps and expand the range with its options like ‘Intra’ and ‘Yodha’, it has also done a digital marketing campaign and created ‘slightly low’ volunteers. sales volume sales volume.
“For CV sales, we need to do a lot of physical activity. But we focused on digital campaigns for the lead generation and it has paid off as 18 percent of SCV sales have come through digital now,” Girish Wagh, Executive Director, Tata Motors, said. sales.
While the company plans to expand its digital footprint, it has also expanded its network. In the past 18 months, the company has developed more than 110 distributors focused on SCVs. “These are smaller arrangements – their volumes are lower than the big stores. This is bringing us additional volumes,” said Wagh.
Benefit
“While doing this, we have also been lowering the cost per vehicle (to sell). As a result, we are increasing profitability while maintaining good sales,” he added.
To boost sales, the company has spent a lot of money on advertising in the past. “We’ve learned our lessons and we’re not going to do this,” he said.
In the April-December 2022 period, Tata Motors’ sales of LCVs, including SCVs, stood at 148,221 units as against 125,997 units in the previous year.
