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Tata Nano- A game changer or
failure!!
Introduction
• The Tata Nano was introduced at the 9th auto
expo by Tata Motors in New Delhi, India on Jan.
10,2008.
• Car delivery to customers started in July,2009.
• Tata Nano is made for medium class family , it is
small, affordable and stylish cars.
• The car itself is expected to boost the Indian
economy as well as the Indian car market
expanded by 65%, according to rating agency
CRISIL.
Nano’s Journey
Features….
After launch issues
• Not suited at all to be used in hilly terrains
• There were incidents of car engine catching
fire and excess of heating
• Engine used to make a lot of noise and people
even started comparing it with an auto
• Interiors were dull with insufficient leg space
• The entire body of Nano was very light and
would get spoilt even if slightly bumped
Car related issues
Pricing Related Issues
• It was promised and also publicized as to be
the 1lakh rupee car of the Indian market.
• When it came for selling it costed around Rs,
25 thousand more.
Promotion Related Issues
• Instead of becoming the Smart car of the
Indian Market, it became the “The Cheapest
Car”.
• Car is regarded as a status symbol for the
customer.
• The USP of the Tata Nano “The car for every
Indian” ideally worked against it.
Marketing Mix
Product
An vehicle , covering middle and lower
middle class segment of the market,
attractive, small yet comfortable
Price
Offering the lowest price in the
segments.
Place
With the existing Tata dealers( 2nd
largest dealer and service network in
India
Promotion
Creative advertising: “Small is Big”
“ Friday hai, Nano hai”
“Sabki hai Nano hai”
4P’s
Year 2013 – The re-launch
• Youth: Targeting the youth of the
country the new Nano had fancy
settings and color combinations.
Rational Benefits: The advertisements and campaigns this time focused on
the smartness factor. They educated the prospective customers on “Why not
buy a Nano when it gives everything at a half price”.
Tie Ups: started to sponsor programs on MTV that encouraged adventure
sports and extended the campaign to National television.
Safety: It focused on the emotional aspects of a parent and advertised in a
way that parents can actually give their kids a Tata Nano instead of giving
them bikes as car is compared safer to a bike.
Sales of Tata Nano
Strategies used!
Advertisement of Tata Nano!
• Publicity as “One lakh car” by
mouth to mouth.
• Auto expo 2008 New Delhi &
Geneva
• Print and electronic media
• Social media Orkut, Facebook
Exchange Mela!
Launch Advertisement
• Depicts the sentiments of anticipation and joy
surrounding the arrival of the Nano into a family.
• Launch film centred on bringing home “khushiya”
(joy)
• Targeted people belonging to Tier 2 and Tier 3
towns- people who’re either looking to replace
their two-wheeler with a car, or have no private
transportation and thus aspire to buy their first
car.
Tata Nano Story 2020
Tata Nano Story 2020
Future of Nano
Recommendations
• Keeping the car size same develop a
completely electric vehicle particularly for
exports.
Recommendations
• Recognition
• Training Schools
• Post Purchase Feedback
• Focus on Females
• Target Audience
Thank You!!

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Tata nano

  • 1. Tata Nano- A game changer or failure!!
  • 2.
  • 3. Introduction • The Tata Nano was introduced at the 9th auto expo by Tata Motors in New Delhi, India on Jan. 10,2008. • Car delivery to customers started in July,2009. • Tata Nano is made for medium class family , it is small, affordable and stylish cars. • The car itself is expected to boost the Indian economy as well as the Indian car market expanded by 65%, according to rating agency CRISIL.
  • 6. After launch issues • Not suited at all to be used in hilly terrains • There were incidents of car engine catching fire and excess of heating • Engine used to make a lot of noise and people even started comparing it with an auto • Interiors were dull with insufficient leg space • The entire body of Nano was very light and would get spoilt even if slightly bumped Car related issues
  • 7. Pricing Related Issues • It was promised and also publicized as to be the 1lakh rupee car of the Indian market. • When it came for selling it costed around Rs, 25 thousand more.
  • 8. Promotion Related Issues • Instead of becoming the Smart car of the Indian Market, it became the “The Cheapest Car”. • Car is regarded as a status symbol for the customer. • The USP of the Tata Nano “The car for every Indian” ideally worked against it.
  • 9. Marketing Mix Product An vehicle , covering middle and lower middle class segment of the market, attractive, small yet comfortable Price Offering the lowest price in the segments. Place With the existing Tata dealers( 2nd largest dealer and service network in India Promotion Creative advertising: “Small is Big” “ Friday hai, Nano hai” “Sabki hai Nano hai” 4P’s
  • 10. Year 2013 – The re-launch • Youth: Targeting the youth of the country the new Nano had fancy settings and color combinations.
  • 11. Rational Benefits: The advertisements and campaigns this time focused on the smartness factor. They educated the prospective customers on “Why not buy a Nano when it gives everything at a half price”. Tie Ups: started to sponsor programs on MTV that encouraged adventure sports and extended the campaign to National television. Safety: It focused on the emotional aspects of a parent and advertised in a way that parents can actually give their kids a Tata Nano instead of giving them bikes as car is compared safer to a bike.
  • 14. Advertisement of Tata Nano! • Publicity as “One lakh car” by mouth to mouth. • Auto expo 2008 New Delhi & Geneva • Print and electronic media • Social media Orkut, Facebook
  • 16. Launch Advertisement • Depicts the sentiments of anticipation and joy surrounding the arrival of the Nano into a family. • Launch film centred on bringing home “khushiya” (joy) • Targeted people belonging to Tier 2 and Tier 3 towns- people who’re either looking to replace their two-wheeler with a car, or have no private transportation and thus aspire to buy their first car.
  • 17.
  • 21. Recommendations • Keeping the car size same develop a completely electric vehicle particularly for exports.
  • 22. Recommendations • Recognition • Training Schools • Post Purchase Feedback • Focus on Females • Target Audience