CASE STUDY: MantraMarketing USA helps develop Tata Inc.'s online presence

In keeping with its objective of helping Indian companies market to North America, MantraMarketing recently completed Tata Incorporated's corporate website (www.tatainc.com) in time for its 60th Anniversary celebration in New York.

Cultural and corporate sensitivity
As is well known in India, Tata is an illustrious company - both industrially and culturally. The challenge for MantraMarketing was to create a corporate business-to- business website that focused on Tata's products and expertise while at the same time educating North American customers about Tata's history and culture, especially the professional and ethical way in which it conducts business.

Americanized and Indianized
With its pulse on Indian business sensitivities and its feet firmly planted in North America's corporate culture, MantraMarketing worked quickly and closely with Tata Inc. to create the website. We listened and learned. We wrote and edited. We designed the architecture and laid out the graphics. We "Americanized" appropriately to make the site time-efficient for potential customers (time-starved North American managers). We "Indianized" the site to pay respect to Tata's history and culture.

Appropriate technology
Although corporate websites are nearly ubiquitous, most are controlled by IT departments. Many lie fallow, contain outdated information, list personnel that are no longer there, and so forth - all reflecting poorly on the companies. To avoid this potential situation, Tata Inc. wanted a dynamic, flexible and easy-to-use solution that would give them direct control of their site's content. MantraMarketing selected the appropriate technology: a data-driven solution that uses a simple web-based content-management interface allowing any designated individual within the Tata Inc. organization to update the site 24/7.