2. INTRODUCTION
 “I observed families riding on two-
wheeler the father driving the
scooter, his young kid standing in
front of him, his wife seated behind
him holding a little baby. It led me to
wonder for such a car which is safe &
affordable to any middle class
family.”
- Ratan Tata

3. TATA

4. ECONOMIC FACTORS
 Opportunity
 Inflation rate: (-0.21)
 Per Capita Income
 Rs. 18,885 in year 2002-03
 Rs. 38,084 in year 2008-09
 Market share of two Wheelers is
76.5% Prospects

5. ECONOMIC FACTORS (CONTD.)
 Threats
 Fuel price hikes may prove challenging
for Tata Nano.
 Increase in material cost like steel and
tires

6. TECHNOLOGICAL FACTORS
Influence of Technology on Customers’ Lifestyle:

7. COMPETITION FACTORS
 Threats
 Direct Competition: Maruti Suzuki Alto, Reva
Competition
 IndirectCompetition: Second Hand/Used
Competition
Car Market
 Substitutes:
Substitutes Two Wheelers, Public transport,
Tube Rail & Metro Rail, Auto Rickshaw
 New entrants: Bajaj-Renault-Nissan Small
Car, Ajanta Group Small Car, Mahindra 1.3
lakh Rupees car, Honda Siel

8. LEGAL FACTORS
 Opportunities
 State Bank of India’s Loan
 11.75% for five Years
 12 % for Seven Years
 MOU with UCO Bank for financing Nano
 Agreements with 15 Banks for Loans
 100% exemption on electricity duty for
Production of Nano

9. POLITICAL FACTORS
 Opportunities
 Support of Gujarat Government

10. CONSUMER CHOICE DECISION
FACTORS
 Opportunities
 Affordable Price
 Small Family Car
 World’s cheapest car
 Comfortable seat for four person
 Available in both petrol and diesel
engines

11. CONSUMER CHOICE DECISION
FACTORS (CONTD.)
 Opportunities (Contd.)
 Average of 22 Kilometers per liter
 Available in three different models
 Tata Nano Standard
 Tata Nano CX (Deluxe)
 Tata Nano LX (Luxury)

12. PRODUCT FACTORS
 Strengths
 Small Car.
 Available with Air Condition, power
window in Luxury model.
 Available in both petrol and diesel
engines
 Warranty: 18 months or 24,000 km,
whichever is earlier

13. PRODUCT FACTORS
 Weaknesses
 No power steering
 Used partially inexpensive polymers
or biodegradable plastics instead of
metal
 Lesser safety as fuel tank is right
under the front seats.

14. PRICE FACTORS
 Strengths
Model Features Price (Rs)
Nano Std - 1,23,000
Nano Deluxe AC 1,51,000
Nano Luxury AC, Power Window 1,72,000
and Central Locking
 There is no such car available in present
market that comes in price lower than
Nano

15. POSITIONING FACTORS
 Strengths
 USP : ONE LAKH RUPEES CAR,
THE PEOPLE’S CAR
 World’s Cheapest car
 Common man car
 Small Family car

16. DISTRIBUTION FACTORS
 Strengths
 Tata Nano is a product of Tata Motors
Ltd.
 Tata Motors already has a distribution
alliance with Italian car maker Fiat Spa.
Fiat to sell Tata Nano in overseas market.
 Booking of Nano can be done in 146
cities across 29 states all over India.

17. CRM FACTORS
 Strengths
 Financial Bond
 Low Price car
 Cheapest Car in the world
 Value for Money
 Social Bond
 Small Family Car

18. CRM FACTORS (CONTD.)
 Strengths (Contd.)
 Structural Bond
 Tata’s good image in market
 Satisfaction of customer with Tata Indica.
 Customization Bond
 Fulfilling the latent need of middle class
people to have a car.

19. CRM FACTORS (CONTD.)
 The first three customers received their
Nanos from none other than the chairman
of Tata Group, Ratan Tata, this was the
first time in the history of Indian Industry
a customer receives the keys of car from
the Owner of car company.

20. SOURCES
 www.tatanano.com
 www.tatamotors.com
 www.scribd.com
 http://www.siamindia.com/scripts/market-share.aspx
 http://www.thefinblog.com/2009/01/inflation-rates-of-india-2009.html
 http://www.rediff.com/money/2009/feb/09indias-per-capita-income-do
 http://www.dancewithshadows.com/autoindia/tata-nano-sbi-canara-ban
 http://www.tatamotors.com/nano/prefered-finance/.htm
 http://en.wikipedia.org/wiki/Tata_Nano