Product details

Product details
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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

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