Head VM Tata Motors Limited
In Retrospect: 2012
TATA as a brand has always been known for having pioneering vision for which I have deep respect. I am glad to have recently joined Tata Motors and being instrumental in creating a delightful experience for consumers in showrooms while at the same time facilitating sales and achieving business targets. A VM strategy has been created and consumers have started experiencing the difference at our showrooms. Until now it was mainly the fashion and lifestyle category products that have been focusing on Visual Merchandising. In the automobile industry, there was no deep involvement on the part of the brands in terms of visual merchandising. The showrooms have been plain and boring without generating any feeling of interest in the client. The focus had been on selling. This is surprising considering that this is a category where consumer spend is almost as high as in the case of precious jewellery. In fact, in a lifetime on an average, a consumer buys five to six cars over a period of time. It is a huge investment and despite this, the industry had not been focusing on designing a positive and engaging consumer experience in the showrooms.
Arrival of FDI
As in all other categories, the market scenario in the automobile industry is also competitive and highly challenging. With the launch of several international brands, the pressure on Indian brands to match up and offer features of international standards and stunning designs will be tremendous.
Looking Ahead: 2013
In this industry, rising fuel prices and the increasing awareness of customers for being environment friendly pushes brands to come up with vehicles with high fuel efficiency and low carbon foot print while at the same time ensuring the lifestyle needs of the consumer.