CLIENT EXPERIENCE

TCS enables TML to harness the

power of social media for the
Tata Nano launch
Customer

Tata Motors Ltd

Industry

Autombile

Oering

Social Website
for Product Launch

Tata Motors Limited (TML) is the largest automobile

manufacturer in India. It has grown to become a global
automobile company through a series of acquisitions. The
company created a buzz in the industry with the release of the
Tata Nano, a small car at a disruptive price point. To keep a tight
rein on costs and yet make the Nano a marketing success before
its launch, the company wanted a website that would use a rich
social media platform to interact with customers and end users.
The website would function as the not just as a companys brand
space but also as a creative space where customers,
competitors, evangelists and pessimists could view and
evaluate and even seek to personalize the Nano.
Recognizing TCSconsulting expertise in Social Media Web2.0
and its technological competence in Open Source, TML opted to
partner with TCS to create a website that would realize the Nano
brand promise of being the peoples car.

CLIENT EXPERIENCE

Tata Motors Limited is India's largest

The Peoples car generated a lot of interest both in

company in the automobile and

India and around the world, and drew varied

commercial vehicle sector. It is a leader in

each of the commercial vehicles segments

reactions. TML realized that it would require a

marketing vehicle that would not only enable it to
promote the Nano and spread awareness but also

in which it operates, and among the top

assuage any fears and dispel misconceptions that the

three in passenger vehicles, with winning

public might have regarding the car. In order to

products in the compact, mid-size car and

achieve this, TML sought to leverage Web2.0 tools to

utility vehicle segments. The company is

create an interactive website for Tata Nano. This

the world's fourth largest truck

manufacturer, and the world's second
largest bus manufacturer.

would also enable TML to tap into social media

networks and obtain the required feedback from the
end users to ne-tune their manufacturing and supply
chain.

Business Situation

Given TCS expertise in in Open source applications, it

The automotive industry is very competitive, with

was but natural that TML would turn to TCS for

leading manufacturers competing in multiple areas.

assistance in the development of the website for the

The current recessionary climate and the deep slump in

Tata Nano launch.

the automobile sector have led to increased global

demand for better fueleciency and for inexpensive

TCS Solution

cars. In addition , the global automotive majors started

The TCS teams connect with TML Leadership team

to view India as a lucrative market , and had started

over a series of workshops , allowed TCS to understand

investing heavily in setting up production lines &

that the website would have to follow the theme of

export hubs in India, thus leading to increasing

the Car itself- A high value ,low TCO . The website was

competition in the passenger vehicle segment.

developed on Joomla a popular content management

system. This framework allowed for rapid

Responding to the needs of the consumers, TML

development, with the entire website being built

decided to launch a no-frills car called the Nano at the

within a month, from start of requirements gathering

price of approximately USD 2500.

to the launch.

CLIENT EXPERIENCE

The TCS Innovation Lab Web 2.0 , TCS Performance

The key demographic insights regarding the car

Engineering Group, and the then Open Source COE

model preferences via the car congurator ,

ensured successful production deployment and

enhanced distribution strategy alignment with the

robustness of the application. TCS leveraged its Rapid

region specic preferences. The distribution

Application Development capabilities to execute the

strategy was vital considering that the Demand for

project from start to nish in a month.

the Nano car was far greater than the supply.

High Impact-was achieved at Low cost, due to

The integration of the website with social networking

intelligent use of social media tools and open

sites such as Facebook and Orkut, facilitated visitors to

source software.

share information regarding the car with their own

Enhanced customer satisfaction and viral

social networks, creating a very successful viral

marketing , through the use of the (1) Car

marketing eect. Statistics showed that there were

Congurator application , (2) Social Network

over 30 million hits in the rst few days, with over

Integration on the website

80000 car congurations and over 15000 individually

completed survey results. The website framework also
allowed for data collection from the Car Congurator
and Survey Application, thus allowing the company to
analyze market data from customers.

TCS was thus able to create an online presence for TML

at an optimal cost that helped generate interest about
the Nano as a build up to the launch.

Benefits
The interactive website created by TCS yielded the
following benets:

The business was able to engage with a huge

customer segment and create a personal and
emotional connect with the product.

CLIENT EXPERIENCE

About Tata Consultancy Services

Tata Consultancy Services is an IT services,
business solutions and outsourcing organization
that delivers real results to global businesses,
ensuring a level of certainty no other rm can
match. TCS oers a consulting-led, integrated
portfolio of IT and IT-enabled services delivered
through its unique Global Network Delivery
ModelTM, recognized as the benchmark of
excellence in software development.
A part of the Tata Group, Indias largest industrial
conglomerate, TCS has over 143,000 of the world's
best trained IT consultants in 42 countries.
The company generated consolidated revenues of
US $6 billion for scal year ended 31 March 2009
and is listed on the National Stock Exchange and
Bombay Stock Exchange in India.
For more information, visit us at www.tcs.com.

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