Demand up but ROI on media investments still not back to pre-Covid level, says Tata Motors' KG Prasad

There has been a steady increase in the volumes of small commercial vehicles and pick-up trucks (SCVPU) of Tata Motors month-on-month ever since business resumed in May after the lockdown restrictions eased.

With supply constraints streamlined and a good monsoon giving a thrust to the rural economy, demand has been picking up linearly, KG Prasad, Senior General Manager, Sales and Marketing, SCVPU, Tata Motors, told BestMediaInfo.com.

“We are happy that the total industry’s volume is almost back to the pre-Covid level,” he said.

Prasad added, “We have steadily increased communication with our customers through digital mediums and upped on-ground activations, which helped us to be accessible to the consumer. We have tied up with many financiers to offer attractive finance schemes with low down payment and low interest rate schemes.”

Though ROI has not returned to pre-Covid levels on the media mix, the company is constantly monitoring and taking prudent steps in identifying the spends as per geographies.

Prasad said the company has a mixed spend that is devoted to digital, print and on-ground activations. “Campaign marketing has also played a very important role in increasing inquiries through digital and online mediums and devising campaigns to help to increase footfalls to dealerships,” he said.  

The company has seen good tangible traction for its campaigns and promotions through social media and other digital mediums on the back of the well-received BS6 product portfolio, including the latest additions, the Tata Ace petrol and the Tata Intra V30.

The company had launched a wide range of BS6 variants in the SCVPU segment, in April 2020. These new variants, he said, further bolstered its successful product range in the SCVPU segment.

It also recently (post-Diwali) launched the ‘India Ki Doosri Diwali’ campaign as a part of 15-year celebrations of Ace, with added offers apart from the monthly offer to revive consumer sentiment.

The campaign:

“The initial feedback has been very encouraging from consumers and we have seen an increase in footfalls to our dealerships. We are aggressively promoting the campaign through on-ground activations, digital and print mediums pan-India (except Tamil Nadu). This campaign will continue till November 30 and we are confident it will help many new entrepreneurs achieve their dream of self-reliance and help build a sustainable career path for themselves,” he said.

Prasad is confident that the campaign will help create a better brand identity, value and recall and, in turn, help the company increase its sales footprint.

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