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RURAL MARKETING
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TATA ACE
TATA Motors launched its mini truck (commercial vehicle) Ace and positioned it as ‘
Chota Hathi
’. This
positioning statement was a huge hit and helped the company to create a distinct place for itself in
the minds of consumers. The company used four parameters—savings, service, performance, style,
and comfort—to create a competitive positioning map for its new product. Tata used the following
statements to position Tata Ace in the minds of consumers: India’s first Mini Truck; Small is Big;
Stability and Trust of big truck; Economic liberation; Feel good about the job; and Transportation at the
last ...
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