Runners up at National level in Tata Motors Mindrover, season 4. This PPT shows our findings and suggestions to make SOUL program by TML for Tata Safari brand more effective. Awarded a PPI by TML for the achievement.

1. MARKETING AND
PROMOTION STRATEGY
ORGANIC
GROWTH PLAN
REFERRAL
PROGRAM
CALENDAR
ACCESSORIES &
MERCHANDISE
APPENDIX
B-SCHOOL COMPETITION
TATA MINDROVERS
Team Name: Final Lap
Goa Institute of Management
Arjun Gupta, Ashwin Shenoy, Robin Garg
*Please make sure that you watch it in the Slide Show mode (F5)

2. MARKETING AND
PROMOTION STRATEGY
ORGANIC
GROWTH PLAN
REFERRAL
PROGRAM
CALENDAR
ACCESSORIES &
MERCHANDISE
APPENDIX
CHANNELS PLAN DESCRIPTION
DEALER
POINTS
DIGITAL
MEDIA
SERVICE
POINTS
TEST
DRIVES
SOUL
EVENTS
SAFARI OWNER
+
SOUL MEMBER
SAFARI OWNER
+
NOT A SOUL
MEMBER
INTENDER
TARGET MARKET
• Display advertising: Showcasing Tata Safari loaded with exclusive
SOUL accessories
• SOUL shop: Displaying exclusive merchandise for purchase.
Interiorize with SOUL wall of fame and play clips/photos in
background which show SOUL Drives/moments
• SOUL brochure to every visitor showcasing its benefits, events and
user experiences in form of testimonials
• Points based Mobile/Web app: Each point equivalent to one mile.
Miles are earned by various means (refer slide 3: My SOUL)
• Redeem SOUL miles for exclusive accessories, car servicing,
coupons and other benefits (refer slide 3)
• Service benefits and assistance to SOUL members
• Promotional brochures for non-members to communicate benefits
of SOUL
• Using a Safari loaded with exclusive SOUL accessories and decals
for test drives
• Brochures to promote SOUL to all those who booked a test drive
• Inviting leading industrialists/sportsmen who are passionate about cars
and adventure (e.g. Gautam Singhania) to selected events.
• My SOUL Story: Upload event photos with #drivewithSOUL on FB
describing your SOUL experience, best of which will be featured on SOUL
Wall of Fame, brochure and will get the chance to win exciting gifts.
• Coverage of Events on YouTube and travel shows (e.g. NDTV Good Times)
KEY BENEFITS
• Creating a visual impact: Capturing intenders
visually, which is the most effective way
• Generate curiosity and aid customer association
with adventure
• On the spot SOUL advertising can have a positive
impact on the purchase decision of the intender
• Increased engagement and member participation
• Building an increasingly active and self-sustainable
community where members are better connected
and up to date with latest events and activities
• A common platform integrating all benefits
• Realization of important SOUL benefits, thus
encouraging owners to join SOUL and
• Enrichment of the overall aftersales experience
• Increased on-road SOUL awareness while
generating public attention
• Intenders better informed about SOUL benefits,
increasing probability of purchase
• Improved word of mouth for SOUL by such
personalities in their social circle which is a
relevant target group.
• Better On-Trip experience for SOUL members
• Promotion from the members directly will create
positive and impactful awareness
AUTO
EXPOs
• Inviting current SOUL members to visit Auto Expos
• SOUL Promotion at TATA Motor’s pavilion in the form of Videos,
Photos, Banners and Brochures
• SOUL Shop at TATA Pavilion displaying SOUL merchandise
• Free refreshments for Safari owners
• Increasing the TOM awareness of SOUL
• Targeting car enthusiasts in an efficient manner
• Increased user satisfaction and experience for
existing SOUL members1

3. REFER a SOUL MATE: Refer SOUL to safari
owners who are not yet part of the
league. Once the owner registers for the
program, the referrer gets SOUL Miles
credited into their SOUL Account
SOUL MATE WHO REFERRED ME: While
registering for SOUL, first time members
can fill an existing SOUL Member's name
who referred them and the referrer gets
added SOUL Miles in their account.
MARKETING AND
PROMOTION STRATEGY
ORGANIC
GROWTH PLAN
REFERRAL
PROGRAM
CALENDAR
ACCESSORIES &
MERCHANDISE
APPENDIX
Slide to Unlock --->
CALENDAR
MY
SOUL
SOUL CONNECT
REFER
SOUL
DREAM
LOCATIONS
COUPONS
EXPLORE WITH
SOUL
FAQs
FORUM
MERCHANDISE
#DriveWithSOUL
• Shop for exclusive SOUL
Accessories / Merchandise in
different categories.
• Redeem SOUL miles for discounts
ACCESSORIES
• Redeem SOUL miles for food,
petrol & service coupons that
are applicable at authorized
Tata service centers.
COUPONS
Recommended locations by SOUL
members using geotagging . These
locations can later be explored by other
SOUL members. This creates a way to
discover new locations when a Safari
owner is travelling as he can now search
for nearby recommended locations using
this option
EXPLORE WITH SOUL
REFER SOUL
SERVICE ASSISTANCE
• Free car pick-up & drop service for
all routine maintenance.
• Complimentary vehicle check-up
for long trips.
• Higher priority to SOUL members
in case of any breakdown.
• Nearest service point locator.
An opportunity to network & connect with other SOUL members, and get personalized solutions to queries. The key feature is
the use of Private Messaging and WhatsApp service.
• Note 1: WhatsApp service usage entirely on SOUL members’ discretion; Feature availability- City/ Chapter /Zone wise;
Members can connect through PM, on the basis of SOUL miles (Higher miles more likely to fetch a faster/better reply).
• Note 2: Despite the existence of various FB & WhatsApp groups, this service is expected to be faster since members can better
decide whom to direct the queries toward, thereby getting a better response and ultimately benefiting the SOUL program.
SOUL CONNECT
• Calendar provides an itinerary of all
types of SOUL events planned for an
academic year.
• Sync my Calendar: A feature to sync
SOUL events with the smartphones’
Calendar with an option for registration
reminders and other event notifications.
• Feature Benefit: The APP user will be
updated about upcoming events and
lessens the chance of missing event
registration dates.
• This feature also creates a buzz for the
non-SOUL members as they can be
apprised of the exciting events being
planned under SOUL
CALENDAR
2
MY SOUL (My Miles)
• Get miles by referring SOUL to other safari owners. View referral
program for more details
Refer a SOUL
• Each trip planned for a year carries some miles. On attending an
event, the user unlocks miles corresponding to that event. While
on missing a trip, those miles are not added to his account.SOUL Trips
• Contributing on forums fetches miles. These miles are received
when a user’s forum contribution is found interesting/ helpful by
someone else and he thanks the user by clicking “thanks”
/”really interesting” button
Contribution on
forums
• Tata can provide top 50 locations in India under this which
capture the theme of SOUL-adventure with real SUV. Users going
to such locations can check-in on reaching there and can earn
miles while unlocking a free dream vacation on completing all 50
Dream SOUL Locations
• Redemption of miles for accessories, coupons, service related
benefits etc. More and more benefits will be unlocked on
collecting the desired miles.Miles Redemption

4. MARKETING AND
PROMOTION STRATEGY
ORGANIC
GROWTH PLAN
REFERRAL
PROGRAM
CALENDAR
ACCESSORIES &
MERCHANDISE
APPENDIX
OBJECTIVES OF ORGANIC GROWTH STRATEGY
1. Increase SOUL subscriptions
2. Increase event participation
3. Increase customer satisfaction
4. Improve association with Brand
Personalized offerings to
target users more effectively
* Preparation of a Strong
Database with periodic collection
of SOUL member responses from
targeted surveys to identify event
preferences & activities which
should be organized / removed.
* Categorization of users based
on similar interests and activities
to develop personalized offerings
& planning events accordingly.
Increased involvement of
experienced members
Senior Members of forums such
as Team xBhp (Srihari from
Bengaluru) & other members part
of old safari groups (Before SOUL,
few chapters existed among Safari
users) can be requested to lead
operations of a particular chapter
to plan better events
Continuous improvement of
processes (incorporating NPS
score metric)
* NPS Score metric to gauge User
experiences for each type of trip.
* After each trip, members to be
asked on how likely would they
recommend SOUL to others based
on this trip(On scale of 0-10)?
* Based on this, members are
categorized into promoters(score
of 9-10), passives (7-8) and
Detractors(0-6).
Lead the Way
* Members can take initiative to
create an event in his chapter and
invite other SOUL members to be
a part of this created event.
* If people show interest in such
events (these can be off-roads,
rallies etc.), and a minimum of 20
SOUL owners are willing to join
the event, TATA Motors can
sponsor the event by providing
lunch/dinners etc.
* The power to plan your own
event will increase member
engagement, while developing
a sense of belongingness and
ownership towards SOUL.
* It will provide more flexibility
and options to the members
which they can freely explore.
* Events such as off-roading
with like minded users will
help in networking and
improving overall experience
* NPS Scale helps in judging if
the existing events are able to
create promoters among the
SOUL members. More number
of detractors mean that
existing events/activities need
improvement.
* Hence, it can help to monitor
the level of customer
satisfaction and the
effectiveness of individual
events.
* Involving experienced
members in event operations
helps in better event planning,
provides a sense of ownership
and a better word of mouth
among Target Group.
* For long term, other active
members & car enthusiasts
would want to join SOUL
Community due to such
involvement by TATA Motors.
* Event experience gets better as
users get planned events and
activities in-line with their
interests, thus increasing user
satisfaction
* E.g.- if a member is more
interested in weekend getaways
than regional drives, he can be
given preference over other
members (who have it as their
last preference) in case of limited
seats, and vice-versa. (This will be
a backend algorithm and not
publically stated)
Strategy
Benefits
3

5. MARKETING AND
PROMOTION STRATEGY
ORGANIC
GROWTH PLAN
REFERRAL
PROGRAM
CALENDAR
ACCESSORIES &
MERCHANDISE
APPENDIXProgramHead-Director
Brandmanager(Safari)ProgramTreasurer
Tata
Relationship
Managers
North Zone
1. Program Director: Head of the entire
SOUL program.
2. Brand Manager: Responsible for
strategizing communications &
promotions of SOUL.
3. RGM (4 in no): Responsible for
marketing and branding related to
events/activities at regional level
4. Treasurer: Responsible for approving
the budget of proposed events.
5. Tata Relationship Manager: Sending
invitations to SOUL members &
confirmations post registrations for
events. Clearing doubts on itinerary.
6. Chapter Coordinators: 2 coordinators
per chapter to manage operations of all
ongoing events and activities from
commencement to fulfilment.
7. Active Members: Members from old
safari user groups created much before
SOUL (e.g. Srihari-Bengaluru)
responsible for pre-communication of
events through mediums like WhatsApp,
FB, yahoo groups which have a large
base of Safari owners.
SOULMembers
NorthSouth
NCR
Lucknow
Bhopal
Punjab
Pune
Mumbai
Bengaluru
Hyderabad
Tata
Relationship
Managers
South Zone
Chapter Co-
ordinators
2
Coordinato
rs for each
city meets
&
2
coordinato
rs for each
regional
level
meets
RGM
(RegionalMarketingManager)
(4RGMs)
Treasurer
Working Committee Structure
4
ActiveMembersofOldSafariUserGroups

6. Repeat
Sales
High probability of Old
non-SOUL Safari owners
being referred by
someone
Communication of benefits
to old customers can lure
repeat purchase
Recommendations by
members themselves
will have a positive
impact on repeat
purchase decisions
New
Sales
With the development of
such easy to use referral
program, the frequency of
referrals will increase
This will increase the
probability of visit of the
referred person to the
nearest Safari touch point
to gather more information
about the SOUL initiative
Here he will be greeted with all
the promotional activities thus
increasing his purchase chances,
and in turn automatically
increasing the number of SOUL
registrations
MARKETING AND
PROMOTION STRATEGY
ORGANIC
GROWTH PLAN
REFERRAL
PROGRAM
CALENDAR
ACCESSORIES &
MERCHANDISE
APPENDIX
A to B Referrals
B to A Referrals
• A current SOUL member can refer another Safari
owner to join the SOUL community using mobile
App/Web by providing
• For each successful referral done, the SOUL member
gets extra miles credited to his SOUL account.
• These miles can later be redeemed in form of
accessories, coupons, and other benefits on SOUL App.
• Safari owner who registers for the SOUL program
needs to provide the details of the referrer. (In Case
he/she is referred by an existing SOUL member)
• Automatically miles will be added in SOUL account of
the referrer on successful registration.
Redeemable SOUL Miles
and user convenience will
act as the main influencer
in encouraging the
current members to take
the referral initiative.
5

7. MARKETING AND
PROMOTION STRATEGY
ORGANIC
GROWTH PLAN
REFERRAL
PROGRAM
CALENDAR
ACCESSORIES &
MERCHANDISE
APPENDIX
January February March April
Su Mo Tu We Th Fr Sa Su Mo Tu We Th Fr Sa Su Mo Tu We Th Fr Sa Su Mo Tu We Th Fr Sa
1 2 1 2 3 4 5 6 1 2 3 4 5 1 2
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31
May June July August
Su Mo Tu We Th Fr Sa Su Mo Tu We Th Fr Sa Su Mo Tu We Th Fr Sa Su Mo Tu We Th Fr Sa
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8 9 10 11 12 13 14 5 6 7 8 9 10 11 3 4 5 6 7 8 9 7 8 9 10 11 12 13
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September October November December
Su Mo Tu We Th Fr Sa Su Mo Tu We Th Fr Sa Su Mo Tu We Th Fr Sa Su Mo Tu We Th Fr Sa
1 2 3 1 1 2 3 4 5 1 2 3
4 5 6 7 8 9 10 2 3 4 5 6 7 8 6 7 8 9 10 11 12 4 5 6 7 8 9 10
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18 19 20 21 22 23 24 16 17 18 19 20 21 22 20 21 22 23 24 25 26 18 19 20 21 22 23 24
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30 31
2016 Calendar
6
*Mouse Over: Place cursor over
highlighted dates to view details

8. MARKETING AND
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PROGRAM
CALENDAR
ACCESSORIES &
MERCHANDISE
APPENDIX
Type of Event
Lead the Way
A new initiative where SOUL members can plan trips on their own.
Procedure: SOUL members can create an event on the APP/web and share the
details of planned events like location, dates, timings etc. If 20 or more members
show interest and agree to participate in such an event, the organizing member can
then contact TATA Relationship Manager and notify him about the plan. TATA
Motors can sponsor lunch/ dinners at such events. However, the trip should not
coincide with any pre-planned SOUL Drive for the respective chapter. Events such as
Off-Roading can also be brought under this initiative. (City wise chapters)
SOUL of India
A nation wide trip starting from
a certain point in north. Safari
users in North-west & southern
regions of India can join the
Convoy at their nearest points
during any lap.
Weekend Getaways
Exclusive outings for SOUL
members to relax and retreat at
well-known tourist hotspots
close to their cities on their
Safaris. (City wise chapters)
Family Dinners
Benefits of privileged SOUL
membership extended to family
members, to provide a complete
offering. Family dinners can be
organized like existing breakfast
drives. (City wise chapters)
Apart from the ongoing
three activities (Breakfast
Drives, Photo Trials and
Regional Drives) following
activities can be included
Chapters (For Breakfast Drives, Family Dinner Drives, Weekend Getaways)
SOUL of India (Journey en route India)
Regional Drive Locations (North and South drives)
7

9. MARKETING AND
PROMOTION STRATEGY
ORGANIC
GROWTH PLAN
REFERRAL
PROGRAM
CALENDAR
ACCESSORIES &
MERCHANDISE
APPENDIX
Front
Rear
Side
Interiors
Exclusive
Merchandise
Click All
8 Click on all the options (Front, Rear, Side, Interiors, Exclusive Merchandise) to view individual details

10. MARKETING AND
PROMOTION STRATEGY
ORGANIC
GROWTH PLAN
REFERRAL
PROGRAM
CALENDAR
ACCESSORIES &
MERCHANDISE
APPENDIX
Front
Rear
Side
Interiors
Exclusive
Merchandise
Ap-1
3
19
13
2
Age Profile of Respondents
18-25 26-35 36-45 46-55
28
9
Do you own a Tata Safari?
Yes No
DATA SOURCE
• Connect with
customers at Dealer
Points
• Facebook Connect at
Safari communities
and other SUV
communities
• Team BHP Forum-
Connect with senior
Members from
Safari/ SOUL Forums
• 2 out of 9 members were old Safari owners and
members of old safari user groups. Now own XUV
• 19 out of 28 respondents were SOUL members
Profile of Respondents

11. MARKETING AND
PROMOTION STRATEGY
ORGANIC
GROWTH PLAN
REFERRAL
PROGRAM
CALENDAR
ACCESSORIES &
MERCHANDISE
APPENDIX
Front
Rear
Side
Interiors
Exclusive
Merchandise
Ap-2
3
4
9
3
How did you come to know about SOUL?
Communication from tata Dealer Point Advertisement
Social Media( TeamBhp, FB, etc.) Others(Refered by someone)
• Online platform forms the major
source of SOUL awareness. Most of the
respondents got to know about SOUL
through Facebook, Google Search,
Forums such as Team xBhp.
• However a major chunk of Safari
owners are still not aware about SOUL.
Thus a good well integrated digital
media strategy needs to be set in place
in order to make TG aware. Hence the
rationale behind the launch of
Mobile/Web app.
• Consumer interaction points such as
dealer points form a crucial part in the
car purchasing process and thus offer
huge promotional potential. From our
survey we got to know that dealers are
not promoting SOUL effectively and
hence we have considered this as an
important channel in our Marketing
and Promotional strategy.
Rationale for Marketing and Promotional Strategy

12. MARKETING AND
PROMOTION STRATEGY
ORGANIC
GROWTH PLAN
REFERRAL
PROGRAM
CALENDAR
ACCESSORIES &
MERCHANDISE
APPENDIX
Front
Rear
Side
Interiors
Exclusive
Merchandise
Ap-3
Demo Brochure
• The brochure will from an
important part of the
promotional strategy across
all channels.
• So it calls for an attractive
display which is able to
convey the key events and
reflect member experiences
in an effective manner.
• Grey and orange theme
keeping in mind the current
SOUL theme on the website
• Contact details along with
social media address to
invite follow ups

13. MARKETING AND
PROMOTION STRATEGY
ORGANIC
GROWTH PLAN
REFERRAL
PROGRAM
CALENDAR
ACCESSORIES &
MERCHANDISE
APPENDIX
Front
Rear
Side
Interiors
Exclusive
Merchandise
Ap-4
Rationale for introducing
Mumbai as a new Chapter
• Using Google Trends to
track online search habits
of the phrase ‘buy SUV’,
four major cities popped
up
• Judging on the basis of
this we can conclude that
Mumbai is home to a
significant number of SUV
aspirers
• Apart from Mumbai, all
three are currently
existing as independent
chapters
• Hence introducing
Mumbai as a new chapter

14. MARKETING AND
PROMOTION STRATEGY
ORGANIC
GROWTH PLAN
REFERRAL
PROGRAM
CALENDAR
ACCESSORIES &
MERCHANDISE
APPENDIX
Front
Rear
Side
Interiors
Exclusive
Merchandise
Ap-5
Rationale for introducing
Punjab as a new Chapter
• Using Google Trends to
track search habits for the
phrase ‘Tata Safari’, 7
locations popped up
• 3 out of these 7 (Amritsar,
Ludhiana, Chandigarh)are
from Punjab
• Thus we can clearly see that
Tata Safari is a trending
topic in Punjab region
• Hence introducing Punjab
as a new chapter in order to
cater to this segment and
convert them into Safari
owners and active SOUL
members (if they currently
aren’t)

15. MARKETING AND
PROMOTION STRATEGY
ORGANIC
GROWTH PLAN
REFERRAL
PROGRAM
CALENDAR
ACCESSORIES &
MERCHANDISE
APPENDIX
Front
Rear
Side
Interiors
Exclusive
Merchandise
Ap-6
Rationale for deciding on Events
• Weekend getaways rank top in
order of user preference, thus the
reason for introducing this event.
• Family outings is another event
that the users are looking forward
to. Although the families form a
part of the current drives, a
special offering catering only to
this potential segment will
enhance user experience and
increase participation. Hence the
family dinners.
• People are willing to take
initiatives towards organizing
events with other members of
the community. Hence the ‘lead
the way’ initiative.

16. MARKETING AND
PROMOTION STRATEGY
ORGANIC
GROWTH PLAN
REFERRAL
PROGRAM
CALENDAR
ACCESSORIES &
MERCHANDISE
APPENDIX
Front
Rear
Side
Interiors
Exclusive
Merchandise
Ap-7 New Events Proposed
Existing Events
Calendar Details
 Detailed calendar
keeping in mind the
holidays and weekends
coming up in the year
2016.
 Covered areas which
show good potential in
terms of accessibility
and feasibility.
 Also covered aesthetic
locations keeping in
mind the ‘adventure’
association of the
brand.
 Events are in line with
user preference as
learnt from the surveys
conducted.

17. MARKETING AND
PROMOTION STRATEGY
ORGANIC
GROWTH PLAN
REFERRAL
PROGRAM
CALENDAR
ACCESSORIES &
MERCHANDISE
APPENDIX
Front
Rear
Side
Interiors
Exclusive
Merchandise
Ap-8
0 5 10 15 20 25 30
FOG LAMPS
ALLOY WHEELS
GPS
ROOF RAILS
CHROME HEADLAMP
BULL GUARD
FUEL BOX
NIGHT V ISION PARKING CAMERA
REFRIGIRATOR
PREFERENCE OF SAFARI OWNERS WITH
RESPECT TO ACCESSORIES
Rationale behind choosing Accessories
• Based on the survey that we
conducted, the following
accessories popped up in order
of increasing preference.
• We have suggested accessories
based on this preference as
well as popularity of desired
accessories by SUV owners.
• We also proposed a tie up with
Ray-Ban for exclusive SOUL
range because it fits perfectly in
line with the Target Group and
the SUV driving experience. It
will also enrich brand Safari.

18. MARKETING AND
PROMOTION STRATEGY
ORGANIC
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REFERRAL
PROGRAM
CALENDAR
ACCESSORIES &
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APPENDIX
THANK
YOU
*Please make sure that you watch it in the Slide Show mode (F5)