2. PRESENTED BY
SANKET DEDHIA 2112
SHEETAL RANE 2149
POOJA CHAVHAN 2109
PALLAVI KULKARNI 2132
PRITESH SAWANT 2152
KARAN KANWAR 2129
3. ABOUT TATA MOTORS
Established in 1945 .
India's largest automobile company, with
consolidated revenues of Rs.70,938.85 crores
(USD 14 billion) in
Over 4 million Tata vehicles play on Indian roads.
The first company from India's Engineering Sector
to be listed in the New York Stock Exchange
The company's manufacturing base in India is spread
1) Jamshedpur (Jharkhand)
2) Pune (Maharashtra)
3) Lucknow (Uttar Pradesh)
4) Pantnagar (Uttarakhand)
5) Dharwad (Karnataka).
Tata Motors has operations in the UK, South
Korea, Thailand and Spain as well.
5. SIGNIFICANT MERGERS & ACQUISITIONS
Jaguar, Land Rover, a business comprising the two iconic British
brands that was acquired in 2008.
In 2004, it acquired the Daewoo Commercial Vehicles Company,
South Korea's second largest truck maker.
In 2005, Tata Motors acquired a 21% stake in Hispano Carrocera, a
reputed Spanish bus and coach manufacturer, and subsequently the
remaining stake in 2009.
In 2006, Tata Motors entered into joint venture with Thonburi
Automotive Assembly Plant Company of Thailand .
6. VISION OF THE COMPANY
I. They said that Dream-dream and dream
because dream gives vision, vision gives
thoughts and finally thoughts leads to action.
I. Best in the manner in which we operate.
II. Best in the products we deliver.
III. Best in our value system and ethics.
9. IDEA GENERATION
“I saw families riding around on scooters with
kids standing up & the mother carrying a baby &
decided to do something about it. It started as a
quest affordable transportation solution”.
10. Why the name Nano?
Nano stands for superior technology and small in
size. This is what this car depicts and hence the
name Nano. GROUP 9
12. The People’s Car, designed with a family in mind, has a
roomy passenger compartment with generous leg space
and head room. It can comfortably seat four persons.
Four doors with high seating position make ingress and
13. Unlike other low cost Indian cars, this one is going to have a
variomatic gear system. Instead of manual gear box in conventional
cars it is coming up as gear less or rather with an automatic gear
transmission. This helps to improve the efficiency & mileage by
magnifying the torque output.
The People’s Car has a rear-wheel drive, all-
aluminum, two-cylinder, 623 cc, 33 PS, multi point
fuel injection petrol engine. This is the first time
that a two-cylinder gasoline engine is being used in a
car with single balancer shaft.
15. Safety &
By adhering to the fact
that less weight
requires less power, the
1 lakh car is made of
light weighing steel. This
has made the Tatas
come up with a cheap
alternative with out
compromising on safety
Controversies also arose about Tata's planned manufacturing
unit for the car in Singur, West Bengal, where the state
government of West Bengal has allocated 997 acres (4.03 km²)
to Tata Motors. The construction of the car factory on that
tract of land will require fertile agricultural land and the
expropriation and eviction of ca. 15,000 peasants and
Among its notable critics are columnists from the New
York Times, Newsweek, and several media outlets. Only a
few years ago, author and NYT columnist Thomas
Friedman wrote that the world was divided into those who
want a Toyota Lexus and those who are searching for an
olive tree (in his book The Lexus and the Olive Tree).
20. Tata Nano – Project
Lead by Girish Wagh (General Manager, Tata Motors Ltd.)
Began in 2003
Objective was to create very low cost transportation system with four
The car was designed at Italy's Institute of Development in Automotive
A team of 500 engineers worked on it
Faced political obligations in Singur
Shifted to Pantnagar, Uttarakhand
Came out with world’s cheapest car in July, 2009
Till date 10,518 units on road
21. Marketing Mix(4 P’s)
Product: An impeccable vehicle, covering all
segments of the market, from youngsters to senior
citizens. Attractive, small yet comfortable.
Price: Offering the lowest price in this segment,
requires no comments.
Place (distribution): With the existing Tata dealers
and roping in its other business lines like Westside,
Croma , Titan stores, the distribution was never an
issue for Nano.
Promotion: Coming from the Tata’s stable, the Nano
has already created a brand image. The price of the car
has offered enough promotion not only in India but
• LOOKS: The snub-nosed car
• DIMENTION: 3.1metres(10.23feet)long,1.5 meters wide &
1.6 meters high. Can seat 4 or 5 people
• ENGINE: A two cylinder 623 cc, 35 horsepower rear
mounted, all aluminum, multi-point fuel injection petrol can
power the car to top speed of 105 kms. Per hour (65 miles per
• FUEL EFFICIENCY: 20 kms. Per liter, or 50 miles gallon is
• POLLUTION: Tata says the car is better than two wheelers
manufactured in India currently.
• SAFETY: Car exceeds current regulatory requirements
with a strong passengers compartment,
24. PRODUCT FEATURES
• Length- 3.1 meter
• Wide- 1.5 meter
• Height - 1.6 meter
• Weight - 600 kgs
• Mileage- 20kmpl
• Fuel tank- 15ltr
• Engine – 624cc
• Top speed - 95-100 kph
• Ground clearance-180mm
• Gear box- 4 strokes
31. SWOT Analysis
First innovation – set a benchmark
Cheapest & Stylish
Eco-friendly – green house effect
Fuel-efficiency & engine
Space – Internal - 21% more than M-800
External - 8% less than M-800
No passenger side mirror
engine cooling & hence overheating
Not fit for hilly terrain
Diesel & electric variant
Created a niche market
Security not sure
Bad impression due to late delivery in market
Competitors – Bajaj, Renault & Nissan
Rising cost of raw material
• SEGMENTATION- Variables used
Geographical – rural & urban
Demographic – family size & income
Behavioral- benefit & user status
• TARGET MARKET- Executive two wheelers segment,
second hand car users, auto user market, middle & lower
income group people.
• POSITIONING – TATA intending to place in the mind
of the consumer’s as the people’s car
Strategic options- undifferentiated marketing.
36. Proposed Marketing Strategies
Extensive marketing approach through TV commercials &
Involving a brand ambassador to save it’s image(recently
marked by short-circuit incidents).
Tapping the commercial service(eg. Taxi, auto) market
through attractive exchange & finance schemes.
More investment in R&D to come up with more innovative
features & to eliminate shortcomings as well.
Enough use of one of the most important
element of the promotion mix,
(publicity)reduces the necessity of other
promotional devices for Nano. Nano got
publicity in the following ways:-
Publicity as “one lakh car” from mouth to
Publicity through print & electronic media
The game by Zapak was a great move to
spread word about the car and it seems
to have really worked well in doing it's
The blogosphere and Indian media sites were inundated
with ads for Tata Nano. The ads came in all shapes and
sizes and were definitely noticed.
Tata partnered with a few banks for releasing application
2) Mall Promotions:
Models on display
3) Leveraging Existing Infrastructure:
Now you can find Nano merchandise(eg. Nano watches,
Nano T-shirts), application forms and demo cars in Tata
Indicom, Titan, Croma and Westside stores.
• So far we know TATA, it’s business has been
extended to the overseas i.e. to the Europe,
Africa, U.S & Australia.
• Hence it has n-number of showrooms in India
& outside of India.
• The exclusive showrooms are the best
distribution channels for TATA itself.