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The Tata Nano

 "The
that a
order is
in the
Commercial launch on March It shows
23 , 2009
Generating more than
a glimpse
2 , 00 , 000 bookings for the of what's
car .
to come."
Tata Motors dates back to mid-1900s.
In 1945, Tata Motors was incorporated as
Tata Engineering and Locomotive Company
Three years later, it launched
 a steam road roller in
 association with
 UK-based Marshall Sons.

The car was the result of a 5 year research
and development project carried out by
Tata Nano development team.
Analysts opined that Tata Nano had created
a new segment in the passenger car
However, they were concerned about the
 company's lack of capacity to fulfil high
 demand.
Considering the low margins the company
 would get, it would take a long time for
 the project to break even.
A loan of Rs. 9750 Crore at 0.1% simple rate of
Repayment of this loan @ 0.1% over 20years.
They got 100% exemption on electricity duty.
The 1100 Crores’ Land has been given with
high subsidies without any stamp duty
registration and transfer charges.
The payment for land would be made in eight
equal annual instalment at a compound
interest of 8% p.a.
Generation of idea……
Brainchild of Ratan Tata
Strategy /Idea: Segment accounts for 92% of
the two-wheeler market in India in terms of
sales. With the launch of Nano (Rs 100,000 +
taxes), the spill over will happen from two-
wheeler market to Nano.
The engineering team achieved the cost target
 by implementing an
 innovative design and reducing
 cost by paying attention to each and
 every component of the car.
Tata Nano – Market
Idea Generation
Idea Screening
Business Analysis
Test Marketing
Idea screening
Will the customer in the target market benefit from
the product?
What is the size and growth forecasts of the market
segment/target market?
What is the current or expected competitive
pressure for the product idea?
What are the industry sales and market trends the
product idea is based on?
Is it technically feasible to manufacture the
Will the product be profitable when manufactured
and delivered to the customer at the target price?
Concept development and
Develop the marketing and engineering details
Who is the target market and who is the
decision maker in the purchasing process?
What product features must the product
What benefits will the product provide?
How will consumers react to the product?
How will the product be produced most cost
Prove feasibility through virtual computer
aided rendering.

Business Analysis
Estimate likely selling price based upon
competition and customer feedback.
Estimate the cost of the project.
Estimate profitability and breakeven point.

Market testing
Produce a physical prototype or mock-up
Test the product (and its packaging) in typical
usage situations
Conduct focus group customer interviews or
introduce at trade show
Make adjustments where necessary
Produce an initial run of the product and sell it
in a test market area to determine customer

Technical implementation
Resource estimation
Engineering operations planning
Department scheduling
Supplier collaboration
Logistics plan
Resource plan publication
Program review and monitoring

Launch the product
Produce and place advertisements and other
Fill the distribution pipeline with product

M a rke tin g o f Ta ta N a n o
Te ch n ica lsp e cifica tio n s
Financial projection

Tata Motors plans to produce 2,50,000 Tata

Nano Cars (1st phase) taking the total
production capacity to 3,50,000 cars by the
end the next financial year.
As of August 08 ,material costs have risen from
13% to 23% over the car’s development
Tata now faces the choice of introducing the
car with an artificially low introductory price,
raising the price of the car, or foregoing profit
 on the car — the latter an unlikely
 proposition, while an increased
 price on the Nano will likely decrease
 demand

How the cost was cut
 Cutting down the cost of the car by making things smaller and lighter, doing
away with superficial parts & changing material wherever possible.
 Introducing the car with an artificially low price through government subsidies
and tax-breaks
 The Nano’s boot does not open. Instead, the rear seats can be folded down to
access the boot.
 It has a single windscreen wiper instead of the usual pair.
 It has no power steering.
 Its door opening lever was simplified.
 It has three nuts on the wheels instead of four.
 It has only one side view mirror.
 The front seats are identical and have integrated headrests.
 Our biggest challenge was to keep the balance between cost
 and performance.
 The brief was that the vehicle should be attractive to customers without any
compromises on quality and performance.

 The company has done a lot of innovations to bring the cost down,while the
company’s US-based product development teams are used to working on
feature-rich, content-rich products, the Indian product teams are more focused
on cutting costs.
According to one report, India as well as other
nations, such as European nations, have great
expectations from the Nano and are keenly
awaiting it, especially the electric version of the
Nano, making it in all probability the "world's
cheapest electric car“
The car itself is expected to boost
 the Indian Economy as well as expand
 the Indian car market by 65%, according
 to rating agency CRISIL.
The Nano, already in production, has
 already been listed in the
 Guinness Book of World Records as the
 world's cheapest car.
Potential effect on the
Launch expanded the Indian car market by 65%,
The low price makes the car affordable
The increase in the market is
 expected to push up car sales by
 20% over the previous year.
“The unveiling of Tata Nano, caused
 a revolution, or triggered an important
 event in car market.
CRISIL Research estimates ,the consumer
 price of the car at around Rs 1.3 lakh.
 This brings down the cost of ownership
 of an entry level car in India by 30%.
Singur factory pullout
 Tata Motors announced on May 19, 06 that it will be manufacturing Tata Nano
from Singur.
 Protests were started by a few farmers in the area against the acquisition of
their lands by Tata.
 The cause was taken up by Mamata Banerjee.
 The situation escalated with Tata’s threatening to pull out.
 There was widespread violence in the clashes between the police and the
farmers on December 2, 2006.
 On December 4,2006 Mamata Banerjee entered into a hunger strike. A 48-hour
strike was later called by her.
 On the 24th day of her strike, Banerjee was given oxygen support and finally
called off her fast after appeals from the then President Abdul Kalam and
Prime Minister Manmohan Singh.
 Ratan Tata accused that the competitors had a role in the controversy.
 The acquisition of land was initially criticised in Feb 2007, but later approved by
the Calcutta High Court (2008).
 As political unrest and rains hampered the construction, Tata Motors delayed the
launch of Nano to Sept 2008.
 Tata Motors announced that they have suspended work at Singur.
 On October 7, 2008, it was announced that the Chief Minister of Gujarat,
Narendra Modi had signed an MoU with Tata Motors for allocating land for
Nano factory in Sanand
Rival car makers
Bajaj Auto, Fiat,
General Motors,
Ford Motor,
Hyundai and
Toyota Motor
have all
Thank you ……
Chandni kundel - Msc ( sim )