| Pub. Date | :Aug, 2019 |
|---|---|
| Product Name | : The IUP Journal of Marketing Management |
| Product Type | : Article |
| Product Code | : IJMM31908 |
| Author Name | : B Shafiulla |
| Availability | : YES |
| Subject/Domain | : Marketing |
| Download Format | : PDF Format |
| No. of Pages | : 20 |
Tata Motors Limited first unveiled the stylish, dynamic and cool hatchback Tata Zica (acronym derived from zippy car) in December 2015 under the new Tata Personalization program. Tata Zica made its first appearance in February 2016 Auto Expo. Tata Motors promoted “Tata Zica” for more than two months before the mosquito-borne Zika virus breakout, mainly affecting Brazil and other parts of South and North America. Tata Motors was then in a dilemma whether to continue with “Tata Zica” brand name or to go for rebranding of “Tata Zica”. This case study is an attempt to understand the strategy behind brand name selection and its association with various marketing strategies. Also, the study highlights the challenges faced by Tata Motors to their rebranding strategies used for its Tata Tiago brand and digital marketing and integrated marketing strategies associated with this rebranding exercise.
Tata Motors Limited first unveiled the stylish, dynamic and cool hatchback Tata Zica (acronym derived from zippy car) in December 2015 under the new Tata Personalization program. Tata Zica made its first appearance in February 2016 Auto Expo. Tata Motors launched an innovative digital and on-ground campaign “The #Fantastico Hunt”to create buzz about the name of its new car—the yet-to-be launched Tata Zica. Tata Motors promoted “Tata Zica” for more than two months before the mosquito-borne Zika virus breakout, mainly affecting Brazil and other parts of South and North America. The Zika virus infection has been linked to thousands of babies being born with underdeveloped brain called microcephaly. The World Health Organization (WHO) has declared Zika virus a global health emergency. Tata Motors decided to change the brand name “Zica”. Tata Motors was now in a dilemma whether to continue with “Tata Zica” brand name or to go for rebranding of “Tata Zica”.