Tata nano…NANO

The ONE lakh that car drives

ONE billion dreams…
 contents
Idea Generation
Product Specification
Product Features
SWOT
STP
Pricing
Promotion
Post purchase service
Future2020
bibliography
 Idea generation
“I saw families riding around
on scooters with kids
standing up and the mother
carrying a baby and sitting
pillion and decided to do
something about it. It started
as a quest for an affordable
transportation solution”.
RATAN
TATA
source:-
Business standard
Tata Nano: Specifications
 Looks: The snub-nosed car keeps in the tradition of the Fiat 500, Nissan
Micra and the Smart.
 Dimensions: 3.1 metres (10.23 feet) long, 1.5 metres wide and 1.6 metres
high. Can seat four to five people
 Engine: A two cylinder 623 cc, 35 horsepower rear mounted, all
aluminium, multi-point fuel injection petrol engine can power the car to top
speeds of 105 kilometres per hour (65 miles per hour).
 Fuel Efficiency: 20 kilometres per litre, or 50 miles per gallon is claimed.
 Pollution: Exceeds Indian regulatory requirements and can meet strict Euro
IV emission standards. In terms of overall pollutants, Tata says the car is
better than two-wheelers manufactured in India currently
 specification……
 Safety: Car exceeds current regulatory requirements with a strong
passenger compartment, crumple zones, intrusion resistant doors, seat belts,
strong seats and anchorage.
 Nearest Domestic Car Rival: Maruti 800, part of Japanese-owned Suzuki
Maruti stable whose base model sells for about 4,800 dollars -- nearly
double the price of the Nano
 Nearest International Rival: China's Chery QQ which retails for 3,600
dollars.
 Market: India's car market is a huge draw because car penetration is just
seven per 1,000 people, compared to 550 per 1,000 in such countries as
Germany or 476 in France, according to the Society of Indian Automobiles.
Product Features
• Length:- 3.1 mtr
• Wide:- 1.5 mtr
• Height:- 1.6 mtr
• Weight:- 600 Kg
• Mileage:- 20 Kmpl
• Fuel tank:- 15 Ltr
• Engine:- 624 cc
• Top speed:- 95-100
Kph
• Ground clearance:-
180 mm
• Gear box:- 4-speed
 COMPARISON TO ITS NEAREST
RIVALS
Brand Model Variant Engine CC power AC Price
cylinde (Lakhs)
TATA NANO BASIC 2r 623 35 NO 1.3

TATA INDICA XETA GLE 4 1193 65.3 YES 2.82

MARUTI 800 STANDAR 3 796 37 NO 1.86

D
MARUTI OMNI PETROL 3 796 47 NO 2.23

MARUTI ALTO STANDAR 3 796 35 NO 2.26

D
HYUNDAI SANTRO GL 4 1086 62 NO 2.21

CHEVROLE SPARK STANDAR 4 995 63 YES 2.61

T D
 SWOT analysis
STRENGTH Price, mileage, style, brand name,
all weather vehicle, first
innovation.
WEAKNESS Fiber body, low suspension power,
low engine capacity, light vehicle,
not suitable for hilly areas, delay due to
singur violation.

OPPORTUNITY Bikers can be motivated, auto rickshaw

& second hand market can be
motivated.

THREAT Other competitors (Bajaj, Maruti , Tara

 STP
 Segmentation :Variable Used
 Geographic: rural and urban
 Demographic: family size & income.
 Behavioral: benefit & user status.
 Target Market: Executive two wheeler segment,
second hand car user, auto rickshaw market, middle and
lower income group people.
 Positioning: TATA intending to place in the mind of the
consumers as a people’s car.
 Strategic options: Undifferentiated marketing.
 PRICING STRATEGY
 Though the one lakh price tag is not fixed by TATA
group, it was the word of mouth of people which fixed
that range. This expectation of people creates a big
challenge for the company. To accept this challenge
the following strategies are followed:-
• Target costing method
• Penetration pricing
• Low pricing policy with minimum profit margin.
 Promotion activities
Enough use of one of the most important element of
promotion mix , publicity reduces the necessity of other
promotional devices for nano. Nano got publicity in the
following ways:-
• Publicity as “One lakh car” by mouth to mouth.
• Auto expo 2008,New Delhi & Geneva
• Publicity through print & electronic media
• Singur violation.
 Promotion activities….
For other type of promotional activities ,cost factor that is 1
lakh price tag is to be keep in mind, TATA is going to launch
its nano mobile for indicom user, nano watches , nano T-shirts
available in Westside stores .

Advertising:- TV & other mass media will be less effective,

thus too much money will not be invested in this regard .
Mainly word of mouth advertising will get more emphasis.

Internet will be a major media for advertising.

Promotion activities….
Online buzz:-Nano has gone beyond the traditional methods
of advertising and promotion online .
Social Media communities:-
Official Orkut community Members - 6,906.
Official Facebook Group Fans - 4,210
Highest View Count on You Tube- 303,006 (it was
just under 3,00,000 when I began writing this
post)
No. of Blog Posts - 61,664
TATA have a blog on the official website where
they have been discussing quite interesting topics
and generally maintaining an active community.
 distribution
• 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.
 Post purchase service
• As Tata is going to provide this car with rupees one lakh only,
so it may not give the same service like it’s other vehicles.
• But it’s post purchase services will be better than a costlier
bike.
• Customers may get minimum three services from Tata in any
of it’s servicing center, all over the country.
• We the future customers, can also hope for additional services
from TATA group.
Nano story 2020….
Nano story 2020….
Nano story 2020….
Nano story 2020….
NEERAJ KUMAR
IM-2K5-30
ZEESHAAN
IM-2K5-63

THANK YOU