1. TATA NANO

2. INTRODUCTION
• Tata Nano is the cheapest car in the world.
• IT is manufactured by Tata Motor Limited, the largest
automobile company in India.
• Mr Ratan Tata envisions that Tata Nano to become a
“People’s car “ which is affordable by almost
everybody.
• Within the first two days of lunching, it has received
5500 booking. The figures keep increasing every day
since the launching.

3. IDEATION
• According to Ratan Naval Tata (Chairman of Tata
Group), the need for an innovation like Nano has
got to do something for the people of India and
transport. Unavailability and poor quality of mass
transport is a common problem in India. In a two
wheeler, father driving with elder child standing
in front and wife behind holding a baby is norm in
this country. Thus, this is a relatively an unsafe
mode of transporting a family. Thus, with this in
mind Tata Nano was created as a safer form of
transport.

4. Comparison analysis of Nano with
other cars
TERMS TATA NANO HYNDAI MARUTI 800 MARUTI CHEVORLET
SANTRO ALTO SPARK
ENGINE 624cc 10866cc 796cc 796cc 955cc
2cylinder 4cylinder 3cylinder 2 3 cylinder 4 4cylinder,
inline, 4 3valves valves valves 2valves
speed cylinder, 5 cylinder ,4 cylinder,5 cylinder
manual speed speed speed
manual/4 manual manual
speed at
TOP SPEED 106km 145km 108 km 138km 153km
FUEL 25kmpl 12.5kmpl 15.72kmpl 14.85kmpl 16.45
EFFICIENCY claimed

5. OBJECTIVES
• Want to achieve 25,000 units of sales gaining
….market share % get from market size
• Want to achieve 10% increase in quarterly
basis
• Want to make transport easily available to
common man.

6. Promotion
• Promotion Tag line
‘Have Fun, Pay Less, get more with Tata Nano’
Advertising Program
• Online Advertisement –www.tatanano.com
• No other advertisement to lower cost of
nano

7. Product Review
• Stylish and comfortable
• Fuel-efficient engine
• Meets all safety requirements
• Meets all safety requirements

8. TARGET MARKET
• The company is targeting lower income group
with family
• First-time buyers of car (fresh graduates)
• Motorcycle owners.

9. Positioning
• Tata Nano will position itself as the world
cheapest car and yet does not compromise the
quality, safety and environment. This
positioning will be achieved by leveraging Tata
Nano’s competitive edge: industries experience
from the parent company Tata Motor who has
been in vehicles industries (commercial,
passengers & utilities) since 1945. Tata motor
has good supplier-manufacturer relationship
with more than 100 components

10. What makes Nano so cheap

11. Break even analysis
• Break even analysis indicates that 3369 unit or $ 46,168,776 will be required in monthly
sales revenue to reach the break even point.
• Table: Break Even Analysis
• Break even analysis : 100000
•
90000
80000
70000
60000
50000 fixed cost
40000
total cost
total revenue
30000
20000
• Monthly unit break even 336910000
• Monthly sales break even 0
• $46,168,776 1000 2000 3000 4000 5000 6000 7000
• Monthly unit production
6083

12. Difficulties and risks
• Slow sales resulting less than projected cash
flow
• Unexpected and excessive cost increase
compared to the forecasted sales
• Significant economic downturns

13. Drawbacks
• Body of the car is made of plastic
• Fuel tank capacity just 30 ltrs
• Already cases of the car catching fire
• Lack of all safety features such as no disc
brakes, engine is on the rare side so head on
collision will have a greater impact on
passenger, body is made of superlight
material almost resembling fiber material

14. THANK YOU