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A Dissertation Project On
Submitted by
2.1 Evolution
I. PROMOTION 4
II. Communication strategy 4
III. Internet marketing program 5
implementation
3 POSITION AND PRODUCT POSITION 6
4 3CS OF POSITIONING
8 Conclusion 13
10 Bibliography 14
3
Established in 1945, Tata Motors is now one of the leading automakers in India.
From 2001- 2006, Tata Motors flourished more and was listed in the list of top ten
wealth creators in India. About five years ago, Ratan Tata, chairman of the tata
group and tata motors first declared to introduce a car with a price level of Rs.
100,000. From then on, the one lakh car was one of the most talking points in
India’s auto market. The introduction of the Nano received media attention due to
its targeted low price. The Financial Times reported: "If ever there were a symbol
of India’s ambitions to become a modern nation, it would surely be the Nano, the
tiny car with the even tinier price-tag. A triumph of homegrown engineering, the
$2,200 Nano encapsulates the dream of millions of Indians groping for a shot at
urban prosperity." The car is expected to boost the Indian economy, create
entrepreneurial-opportunities across India, as well as expand the Indian car market
by 65% [20]. The car was envisioned by Ratan Tata, who has described it as an
eco-friendly "people's car". Nano has been greatly appreciated by many sources
and the media for its low-cost and eco-friendly initiatives which include using
compressed-air as fuel and an electric-version (E-Nano). Tata Group is expected to
mass-manufacture the Nano, particularly the electric-version, and, besides selling
them in India, to also export them worldwide.
The Nano was originally to have been manufactured at a new factory in Singur,
West Bengal, but increasingly violent protests forced Tata to pull out October
2008. Currently, Tata Motors is reportedly manufacturing Nano at its existing
Pantnagar (Uttarakhand) plant and a mother plant has been proposed for Sanand
Gujarat. The company will bank on existing dealer network for Nano initially. The
new Nano Plant could have a capacity of 5,00,000 units, compared to 3,00,000 for
Singur.
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The Tata Nano is BS-III* compliant and comes with an all-new 2-cylinder aluminum MPFI 624
cc petrol engine mated to a four-speed gear box and will be available in three variants. The Tata
Nano is currently being manufactured at the company’s Pantnagar plant in Uttarakhand in
limited numbers. The new dedicated plant, at Sanand in Gujarat, now ready with an annualized
capacity of 350,000 cars.
The three trim levels and their key features available at launch are:
Tata Nano Standard (BSII* and BSIII*): The standard version, in three color options, single-tone
seats, and fold-down rear seat;
Tata Nano CX (BSII* and BSIII*): In five color options, with heating and air-conditioning
(HVAC), two-tone seats, parcel shelf, booster-assisted brakes, fold-down rear seat with nap rest;
Tata Nano LX (BSIII*): With the features of CX plus complete fabric seats, central locking,
front power windows, body colored exteriors in three premium colors, fog lamps, electronic trip
meter, cup holder in front console, mobile charger point, and rear spoiler.
Many of these features are not available on current entry-level small cars in the country.
VEHICLE SUMMARY
Name: Nano
Model: Standard
Car Body Type: Hatchback
Segment: A Segment
Top Speed: 105
0 to 60: 12.60
0 to 100: 0.00
Fuel Consumption: Highway 26.00 kmpl.
Fuel Consumption: City 22.00 kmpl.
ENGINE SPECIFICATIONS
Displacement: 624cc, 3 cylinder, rear engine
Engine Type: Petrol
Maximum Power: 33bhp@5500rpm
Maximum Torque: 48Nm@2500rpm
DIMENSIONS
Length: 3090 mm
Width: 1485 mm
Height: 1570 mm
OTHER SPECIFICATIONS
Seating Capacity: 4
Tyre Size: R12
Suspension: McPherson strut & Independent coil spring
Steering: Power
Brakes: Front Disk, Rear Drum
Gears: 4 Manual
Ground Clearance: 180.00 mm
Kerb Weight: 580.00 kgs.
Fuel Tank: 30.00
EVOLUTION:
IV. PROMOTION
TATA NANO is promoted mostly in leading newspapers in india. also they are advertising in
magazines as well. when nano was first out locked in india, they advertise on the first full page
of newspaper just to raise and turn the people face turn around towards their product. also they
are advertising on hoardings on most viewable sites around the cities in whole country mainly in
the places like bus stands, railway stations, main mall. Also when someone made the online
booking, they are giving merchandise to them such as t-shirts, watches and phones.
In internet sector, they are promoting it through social websites by forming communities and
groups on facebook, orkut and other social networking websites. They are also conducting online
contests in which they excite the people to participate in it and upon winning they can drive
away a nano.
TATA NANO has recently sponsored a reality show in India. nano was the key sponsor for the
program.
TATA NANO is also co-partner in the cricket series with new Zealand. They gave tata nano to
each man of the match in a tournament. Cricket is a famous sport in india ,and they did well by
promoting the nano through this sport.
NANO has started a new campaign in their show room. They are marketing nano in such a way
that they are convincing people to test drive a nano and fill a simple form after the ride, and that
form will go in a luck draw and if they won they can own a tata nano.
V. Communication strategy:
Tata has innovate communicated with whole work about their new product called tata nano in a
effective way through
· Media
· Trade shows and auto shows
· Internet
· Mainly from word of mouth
· Pre launching the Tata nano
They have raised the curiosity all over world by just publishing that it is a 1 lakh car and world’s
cheapest car.
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3CS OF POSITIONING:-
4) The target customer(Relevance)
MARKET SEGMENTATION
GEOGRAPHIC:
1.Region INDIA
2.City All Over India
3.Rural And Semi Urban Area Rural villages with a population over 10,000; semi
urban Areas; small towns with population between
20,000 and 50,000
DEMOGRAPHIC:
Age >18
Family Size >5
Gender Male or Female
Income > 10,000/month
Occupation Student, Govt Service, Private Service, NGO, Any
Other.
PSYCHOGRAPHIC:
Lifestyle Culture oriented, Sports oriented, Outdoor oriented
Personality Compulsive,Gregarious,Authoritarian,Ambitious
BEHAVIORAL:
Occasions Regular, Special
Benefits Quality,Service,Economy,Speed
User Status First time user, Regular user
User Rate Heavy
Loyalty Status Strong, Absolute
Readiness Stage Aware, Informed, Interested, Desirous
Attitude towards Product Enthusiastic, Positive
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Tata Motors has entered into agreements with 15 preferred banks/NBFCs for the Tata Nano
booking loan product. The preferred financial institutions are: State Bank of India, Tata Motor
Finance, State Bank of Patiala, ICICI Bank, State Bank of Travancore, State Bank of Mysore,
State Bank of Hyderabad, State Bank of Bikaner and Jaipur, State Bank of Indore, Axis Bank,
Punjab National Bank, Federal Bank, Corporation Bank, Indian Bank, and the Central Bank of
India. The updated list and details are available at www.tatanano.com .
The Tata Nano comes with an attractive range of accessories and merchandise. The range of
merchandise includes a Nano phone, Nano watch, T-Shirts, etc. and will be made available
online at www.tatanano.com as well at all Tata Motors Passenger Car dealerships, Westside &
Croma outlets. Tata Indicom will also market the Nano phone and Titan the Nano watch.
Accessories include alloy wheels, body kits, decals etc., to customize the Tata Nano to individual
tastes. Details are available at www.tatanano.com .
III. Price
Tata initially targeted the vehicle as "the least expensive production car in the world" —
aiming for a starting price of 1,00,000 rupees or approximately US$2500
As of August 2008, material costs had risen from 13% to 23% over the car’s development and
Tata faced the choice of:
· introducing the car with an artificially low price through government subsidies and tax-breaks]
· forgoing profit on the car
· using vertical-integration to artificially boost profits on cars at the expense of their materials
industries
· partially using inexpensive polymers or biodegradable plastics instead of a full metal-body
· raising the price of the car
Variants
Models Ex-showroom prices
Nano Standard Rs 1,23,360
Nano Deluxe-Cx Rs 1,51,360
Nano luxury-Lx Rs 1,72,360
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FINDINGS
Who am I: Tata nano was envisioned by Ratan Tata, Chairman of the Tata Group and Tata
Motors, who has described it as an eco-friendly "people's car".
For Whom am I:
Someone who is looking to buy a car but cannot afford much price.
A students who want to go college, tuition instead of bike etc.
Someone who depends on second hand car.
For a house wife who can buy a car with her own savings.
Someone who depends on scooter.
So Nano is not a basically a luxury cars but it can fulfilled the all capacity for middle class
people.
Why Me: People should pay, say, 250,000 Rupees for a Maruti Alto, when they can wait and get
a brand new Nano for less in a few months’ time, a car that is actually bigger.
15
CONCLUSION
The introduction of the Nano received media attention due to its targeted low price. The car was
envisioned by Ratan Tata, Chairman of the Tata Group and Tata Motors, who has described it as
an eco-friendly "people's car". Nano has been greatly appreciated by many sources and the media
for its low-cost and eco-friendly initiatives which include using compressed-air as fuel and an
electric-version (E-Nano).Tata Group is expected to mass-manufacture the Nano, particularly the
electric-version, and, besides selling them in India, to also export them worldwide.
Only 35,000 Nanos have been sold as of June 2010, which is less than expected.
16
BIBLIOGRAPHY: -
WEBSITE
www.google.co.in
www.tatamotors.com
www.tatanano.com