This ppt was prepared by me in training of current company Acidaes Solutions for final presentation.

1. Tata Nano failure
(a case study)
In a Mckinsey way!
Yogesh Seralia
Engineer(Mobile), PDG

2. Contents
➔ Find the problem.
.
➔ Why it failed ?
.
➔ Learning/Solution from case
study.

3. A car which priced slightly
higher than iPhone.
INR 1,00,000 only
- To be proud milestone for TATA group.

4. Eye Ball
Attention!
Attention Seeking Potential.

5. My Products
(salesman -> client)
My Services
(employee -> boss)

6. Attention Seeking Potential

7. President Obama visit to India
Nano was praised by Obama itself and popularity got exploded worldwide

8. Hype.
TATA Nano, world’s cheapest car
OVER BOOKED

9. Why Nano failed ?
1. VALUE ??
2. BEST PRICE ??
3. QUALITY ??

10. Why Nano failed ?
1. VALUE
2. BEST PRICE
3. QUALITY

11. Competitors Customers
Not Possible If happens,
it’ill be great

12. By Default Branding
What was happening ?

13. According to 20-80 Rule
MARKETING TEAM

14. Branding
By Design By Default

15. Branding
By Design
By Choice
By Default
By Chance

16. Cause of downfall was this tag line :
Cheapest Car (लखट कया) in
the World.
Cheap word has rub off effect
gives negative sense
for Reliability (कमज़ोर) and
Trustworthiness (स ती)

17. What was strength ?
PRICE ?
(by Cost Saving in manufacturing)
POSITIONING ?
(of TAG “World’s Cheapest Car”)

18. What was strength ?
PRICE
(by Cost Saving in manufacturing)
POSITIONING
(of TAG “World’s Cheapest Car”)

19. What was strength ?
PRICE
(by Cost Saving in manufacturing)
POSITIONING
(of TAG “World’s Cheapest Car”)
SUBTLE
HIDDEN

20. Accidents
Marketing Team
Didn’t Bouce Back with
Positive Rebuttal

21. ASPIRATIONAL VALUE
1,00,000 Rs 65,000 Rs

22. Solutions/Learnings
There are four value quadrants to make customers satisfied
with.

23. Performance
Value
Relational Value
Financial ValueEmotional Value
VALUE PROPOSITION

24. Emotional
Value
Aspirational
Luxury Item
Religious Beliefs
Social Beliefs

25. Financial Value
Discount
Best Price
Low Cost
Policies & Schemes

26. India is price sensitive
market but
Here car market is aspiration
sensitive

27. Emotional
Value
Financial Value>
Positioning

28. Performance
Value
Relational Value
Financial ValueEmotional Value
VALUE PROPOSITION for Tata Nano

29. Performance
Value
Relational Value
Financial ValueEmotional Value
VALUE PROPOSITION for Tata Nano

30. Conclusion….
Ask 2 ques. To yourself.
1) Who is your target audience?
2) What is your value proposition
(means how will you sell the
product) ?