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TATA Motors MindRover-Beyond the Obvious

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TATA Motors MindRover-Beyond the Obvious

If there is a thing that is both a Utility and Status symbol, it is undoubtedly a Car, and TATA as a brand has been one of the pioneers in manufacturing both luxury cars and utility vehicles like buses, trucks, construction equipment, military vehicles etc.

Being a part of Oligopoly market, innovation is the most coveted thing which can ensure success. And it is well-noted fact that certain great ideas can come out of the blue. To get such ideas from novices and simultaneously teach them about the Motor industry can prove beneficial for both the students and the Corporate.

Keeping this in mind TATA Motors has taken the initiative to start with the MindRover, a case study challenge six years ago. MindRover 2017 was open to all full-time students across all eligible campuses recognized by UGC and AICTE.

All eligible candidates were asked to register online in the teams of 3 members to participate in MindRover 2017. Students from different management specializations were allowed to form teams. View the complete details of MindRover Season 6 here.

The Case

The participants were asked to read and understand a case on TATA Hexa and execute the following tasks:

Understand the category, competition and customer with a special focus on automatic transmission.

Propose a comprehensive marketing plan to sell 20,000 Hexa per year.

Draft a marketing strategy along with marketing mix model to increase the share of Automatic Transmission (target 50% from current 30%) with a special focus on increasing sale of XMA variant.

Suggest opportunities to improve the customer experience at dealerships.

The teams had to submit their solution to the case on or before 28th Jan ‘18.

After scrutinizing the many responses received from various B-schools only best 5 teams were chosen to take part in the Grand Finale. The top 5 teams were ‘Sputnik’ from IIM Rohtak, ‘Freedom’ from IMT Ghaziabad, ‘Midas Touch’ from SCMHRD Pune, The ‘IIMCrusaders’ from IIM Ranchi and ‘Hexa Guardians’ from SIBM Pune.

Evaluating the Solutions

The entries were judged by the panel of the jury of TATA Motors on following lines-

Novelty of the Idea

Conceptualising something fresh and unique

The practicality of the innovative blueprint

Due Diligence

The proposed solution directly addressed the problem statement.

External factors (competitors, customers, market size, etc) were kept in mind while preparing the solution

The Proposal provided a recommendation to the future roadmap

Impact & Feasibility to implement

The extent of the practicality of the idea.

Provides an analysis of the benefits to be reaped bt TATA Motors post implementing the proposed brand strategy.

Recommend ways to fulfil both Short-term and Long-term goals

Clarity of Concept Plan

Maintains a logical flow of information

The proposal clearly and concisely outlines the SWOT analysis.

The five teams presented their ideas in front of the jury on 23rd Feb ‘18 and the team ‘Freedom’ from IMT Ghaziabad secured the first position followed by the team ‘Midas Touch’ from SCMHRD, Pune was declared as the first runner-up of the MindRover Season 6.

All the finalists were awarded PPIs by TATA Motors and the Winner and the first runner-up received an amount of INR 1,00, 000 and 75,000 respectively.

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