Subject category:
Marketing
Published by:
IBS Center for Management Research
Length: 6 pages
Data source: Published sources
Topics:
Rural marketing; Consumer behavior; Mobile apps; Word-of-mouth marketing; Influencer marketing; Rural distribution; Rural outreach programs; Piggybacking; Competitive strength; Rural channel management; Strategic marketing management; Rural buyer; Third party distribution; Marketing mix; Brand ambassador
Abstract
The case 'Tata Motors' Project Neev: Rural Influencer Marketing', describes India's biggest automobile manufacturing company, Tata Motors Ltd (Tata)'s rural marketing initiative - Project Neev. As part of the initiative, Tata hired prominent rural people to serve as Tata Gram Mitras and do word-of-mouth marketing for its vehicle range in far-flung villages with a population of less than 50,000. Furthermore, Tata distributed its vehicles in those markets through third-party outlets called Tata Kisan Mitra, apart from leveraging the rural outreach programs of other enterprises through strategic partnerships. Project Neev was a success - enhancing Tata's competitive strength and accounting for a large proportion of the company's vehicle sales. Within a decade, Tata expanded the scope of Project Neev to cover almost all Indian states. So, will Project Neev continue to reap dividends for Tata in the future?
Teaching and learning
This item is suitable for undergraduate, postgraduate and executive education courses.Geographical setting
Region:
Asia
Country:
India
Featured company
Tata Motors Ltd
Employees:
10000+
Turnover:
INR 2.64 trillion
Type:
Public company
Industry:
Automotive
Featured protagonist
- Ramki Ramakrishnan (male), Senior-VP
About
Abstract
The case 'Tata Motors' Project Neev: Rural Influencer Marketing', describes India's biggest automobile manufacturing company, Tata Motors Ltd (Tata)'s rural marketing initiative - Project Neev. As part of the initiative, Tata hired prominent rural people to serve as Tata Gram Mitras and do word-of-mouth marketing for its vehicle range in far-flung villages with a population of less than 50,000. Furthermore, Tata distributed its vehicles in those markets through third-party outlets called Tata Kisan Mitra, apart from leveraging the rural outreach programs of other enterprises through strategic partnerships. Project Neev was a success - enhancing Tata's competitive strength and accounting for a large proportion of the company's vehicle sales. Within a decade, Tata expanded the scope of Project Neev to cover almost all Indian states. So, will Project Neev continue to reap dividends for Tata in the future?
Teaching and learning
This item is suitable for undergraduate, postgraduate and executive education courses.Settings
Geographical setting
Region:
Asia
Country:
India
Featured company
Tata Motors Ltd
Employees:
10000+
Turnover:
INR 2.64 trillion
Type:
Public company
Industry:
Automotive
Featured protagonist
- Ramki Ramakrishnan (male), Senior-VP