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Topics of Presentation.

  • Introduction.

  • Description about Tata Nano.

  • Why it is so cheap?

  • Obstacles to Nano

  • 6 M’s

  • Conclusions.

Introduction.

  • “Dream-dream and dream, because dream gives vision, vision gives thoughts and finally thoughts lead to the action".

By India's former President Dr. A.P.J. Abdul Kalam

Dreams also give you an idea to change yours and other life.

An idea can change your LIFE

An idea can change your LIFE An idea can change your WIFE An idea can also

An idea can change your WIFE

An idea can change your LIFE An idea can change your WIFE An idea can also
An idea can change your LIFE An idea can change your WIFE An idea can also
An idea can change your LIFE An idea can change your WIFE An idea can also

An idea can also change OTHERS life

An idea can change your LIFE An idea can change your WIFE An idea can also

Seeds of the Dreams.

Seeds of the Dreams. Mr. Ratan Tata
Seeds of the Dreams. Mr. Ratan Tata

Mr. Ratan Tata

Seeds of the Dreams. Mr. Ratan Tata
  • Motivational words said by Dr. A.P.J. Abdul Kalam goes exactly with Mr. Ratan Tata, Chairman of Tata group, who in the year 2003, dreamt of producing a safe, affordable Car for the common man.

  • Finally after the wait of five years, crossing all financial and technological barriers, Ratan Tata kept his promise and unveiled Tata 'Nano' on 10th January 2008, at the 9th Auto Expo 2008 in New Delhi.

  • Tata Nano, cool & smart, launched by Tata Motors is world's cheapest Car with a price tag of $ 2500

Competencies of Tata Nano

  • Tata is now 57th most valuable brand globally livemint.com: April 22,

    • 2008 The Tata group’s intense activities in 2007 have seen it

rising 45 places to No. 57 in Brand Finance Top 500 Global Brands

  • Expectations According to one report, India as well as other nations, such as European nations [ , have great expectations from the Nano and are keenly and eagerly eagerly awaiting it, especially the electric version of the Nano.

  • Modular design In fact, Tata envisions going even further, providing the tools for local mechanics to assemble the car in existing auto shops or even in new garages created to cater to remote rural customers. With the exception of Manjeet Kripalani, BusinessWeek's India bureau chief, few have focused on this breakthrough element of the Nano innovation (BusinessWeek.com, 1/10/08).

Competencies of Tata Nano

  • Pricing strategy Tata initially targeted the vehicle as "the least expensive production car in the world"aiming for a starting price of 100,000 rupees or approximately $2300 US despite rapidly rising material prices

  • Export expectation

  • Being worlds cheapest car it is expected that not only India demand for Nano will go rise at global level. Since it meeting Euro-4 norms at this price so this is taking as a future of small car segment .

  • Reputation and Acceptance of Tata After launch

TATAs have shown the world what Indian engineering is truly capable of

Financial Times U K reports

  • Enthusiastic support

Tata Motors is receiving preliminary and some very enthusiastic support in the media and officials, even from Europe, for the electric- version from India as well as other-nations. The enthusiasm is even

higher than that for the petrol-version

Maruti 800 Tata Nano Engine 800 cc 623 cc Length 3.335 m 3.1 m Width 1.440
Maruti 800
Tata Nano
Engine
800 cc
623 cc
Length
3.335 m
3.1
m
Width
1.440 m
1.5
m
Height
1.405 m
1.6
m
Top speed
Cost
120 km/hr
2.25 Lakh (on road)
90 km/hr
1.26 lakh (on road)
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

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

Engine Options Petrol, Diesel, Hybrid, Electric, Compressed Air

Petrol Engine

 

2 cylinder petrol all aluminium Engine

624 cc, 33bhp

 

Bosch multi-point fuel injection (mpfi)

Diesel Engine

Jointly developed with Diesel Engine specialist FEV

684 cc

Smallest Common Rail Turbocharged

Diesel engine

Vehicle Summary

Body Type

Hatchback

Seating Capacity

4

Transmission

4 Speed Manual

Suspension

McPherson strut & Independent coil spring

Brakes

Front Disk, Rear Drum

Kerb Weight

580 Kgs

Fuel Tank

30 Litres

Ground

180 mm

Clearance

Performance

Top Speed

90 Km/hr

Acceleration

0-70 kmph in14s

Fuel Efficiency

22 kmpl (city)

 

26 kmpl (highway)

Emissions

Bharat III and Euro IV compliant

Safety features

  • The Nano’s safety performance exceeds current regulatory requirements

  • Tata Nano passed the required 'homologation’ tests

  • The car has passed the full-frontal crash and the side impact crash

  • Tata said the Nano has an all sheet-metal body.

  • Safety features such as crumple zones, intrusion-resistant doors, seat-belts, strong

seats and anchorages.

  • The rear tailgate glass bonded to the body.

  • Tyres are tubeless

Tata Nano Car
Tata Nano Car
Tata Nano Car

Description about Nano

  • The project has literally become India's claim-for-fame in the international-media due to

    • Tata Motors' innovation in developing the car, as well as keeping it low in price.

  • The car itself is expected to boost the Indian Economy

    • create entrepreneurial-opportunities across India,

    • expand the Indian car market by 65%.

  • Mr.Ratan Tata, Chairman of the Tata Group and Tata Motors, who has described it as an eco-friendly "people's car".

  • cont…

    • 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.

  • Tata Group is expected to mass-manufacture the Nano in very large quantities,

    • particularly the electric-version, and,

    • besides selling them in India, to also export them world-wide.

  • The Tata Nano is

    • a rear-engine,

    • four passenger

  • Design.

    Design. • The People’s Car, designed with a family in mind, has a roomy passenger compartment

    The

    People’s Car,

    designed

    with a family

    in mind, has a

    roomy

    passenger compartment with generous leg space and head room.

    It

    seat

    comfortably four persons.

    can

    Four doors with high seating position make ingress and egress easy.

    What makes it so cheap !

    • The Tata Nano uses plastics and adhesives rather than welding.

    • Introducing the car with an artificially low price through govt- subsidies and tax-breaks,

    • Using vertical-integration, or partially using inexpensive polymers or biodegradable plastics instead of a full metal-body.

    • It has no AC, no power steering, no power windows, no power bells and whistles.

    cont…

    • The Nano's boot does not open, instead the rear seats can be folded down to access the boot space.

    • It has a single windscreen wiper instead of the usual pair.

    • Its door opening lever was simplified.

    • It has 3 nuts on the wheels instead of the statutory 4 nuts.

    • It only has 1 side view mirror

    Target market.

    • The low-cost car is clearly intended for the masses.

    • For the family of four that would otherwise ride on a scooter,

    • Its also attracts the

    small cars buyers like Maruti 800, bike

    riders etc.

    Obstacles to Nano

    • However, Due to the Singur land dispute, the "Stalled Car Factory" is "Costing Jobs, Splitting Neighbors in West Bengal”

    • Tata's problems in West Bengal are scaring off other industries hoping to locate here, including Infosys, a software maker that wanted to build a business park that would provide 5,000 jobs.

    • Due to ongoing opposition to Tata's Singur car-factory by Mamta Banerjee, who demanded land to be returned from the factory, Tata Motors took decision to pull out of Singur. Tata Motors is manufacturing Tata Nano at its Pantnagar plant.

    • Tata Motors announced it was pulling out its Nano small car industrial project from West Bengal's Singur and blamed the Mamata Banerjee-led Trinamool Congress, which spearheaded the protests against the factory, for the 'painful' decision.

    • While existence of Tata Nano could lead to high industrial growth , the exit lead west Bengal a loss of more than 80,000 crore .How ever Tata has to suffer in terms of delay and settlement cost .

    The 6 M’s of Mgt

    • Manpower

    • Money

    • Material

    • Machine

    • Method

    • Marketing

    The 6 M’s of Mgt  Manpower  Money  Material  Machine  Method 
    The 6 M’s of Mgt  Manpower  Money  Material  Machine  Method 
    The 6 M’s of Mgt  Manpower  Money  Material  Machine  Method 
    The 6 M’s of Mgt  Manpower  Money  Material  Machine  Method 

    MANPOWER

    • Hired more than 2,500 employees for manufacturing “the people’s car”

    • Training given to unskilled labors

    MANPOWER  Hired more than 2,500 employees for manufacturing “the people’s car”  Training given to

    MONEY

    • A loan of Rs. 9750 Crore at 0.1% simple rate of interest.

    • 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.

    MATERIALS Bosch 8. Freudenburg 1. 9. GKN 2. Caparo 10. Itw Deltar 3. Continental 11. INA
    MATERIALS
    Bosch
    8.
    Freudenburg
    1.
    9.
    GKN
    2.
    Caparo
    10.
    Itw Deltar
    3.
    Continental
    11.
    INA
    4.
    Delphi
    12.
    Johnson Controls
    5.
    Denso Fag
    13.
    Mahle
    6.
    Ficosa
    14.
    Saint gobain

    MACHINES

    • State of the art machines were installed in the plant

    MACHINES  State of the art machines were installed in the plant

    Marketing Strategies.

    For

    marketing

    strategy

    unconventional manner.

    Tata

    had

    use

    conventional

    media

    in

    an

    • Nano was big on advertising ,TV campaign was one of the biggest!!

    • Only innovative use of print, radio and other media, particularly the web.

    • The Tata team was working on

      • Nano news in papers,

      • Nano breaks on radio,

      • Nano appearing in the form of messages or ticker news on TV,

      • Online Nano games,

      • Nano chat rooms on the Net,

      • Nano pop-ups on major websites and

      • Nano conversation on Facebook, Orkut and blog spaces

    Promotional Tag line.

    ‘Have Fun, Pay Less, get more

    with Tata Nano’

    Online Marketing.
    Online Marketing.

    The

    major sections of

    the site are:

    • a. Galary (both pictures and videos).

    • b. Game (rather Link to a nice virtual driving game by Zapak).

    • c. Community.

    • d. Why Nano?

    • e. Booking Details.

    Online Marketing. The major sections of the site are: a. Galary (both pictures and videos). b.

    Website: www.tatanano.com

    Social Media.

    • Facebook

    • Blog

    • Orkut

    • YouTube

    Social Media.  Facebook  Blog  Orkut  YouTube
    Nano Game.
    Nano Game.

    The game

    by

    zapak

    was

    a

    great

    move

    to

    spread

    word

    about the car.

    Nano Game. The game by zapak was a great move to spread word about the car.

    Offline Marketing.

    • Collaborations: Tata partnered with a few banks for releasing application forms.

    • Leveraging Existing Infrastructure: People can find Nano merchandise, application forms and demo cars in Tata Indicom, Titan, Croma and Westside stores. Tata Indicom is also offering a money-back offer with every application form.

    .

    Print media.

    Print media.  The grand launching ceremony of Tata Nano was covered by all kind of
     The grand launching ceremony of Tata Nano was covered by all kind of media personal.
    The grand launching ceremony
    of Tata Nano was covered by all
    kind of media personal. It was a
    front page headline in many
    leading newspapers.
    International motor show at
    Geneva where Mr. Tata shows
    the Nano in front of international
    media.
    Business tycoon like Mr. Tata
    when delivered the first Nano to
    a comman person, itself it makes
    a big news.

    METHOD

    Reactions about Nano.

    • "It's a good historic moment for the Indian auto industry and also a proud one indeed that an Indian company took a step forward on this road. Its an upgradation for an auto wheeler rider to by a car now.

    Rajesh Jejurikar, Managing Director, Mahindra and Renault's.

    • "It's good product but it's still too early to say whether it will overtake the 800 because it caters to a totally new market segment.

    Said Jagdish Khattar, Former MD of Maruti Udyog Limited

    • "Meeting the proper quality standards and safety is not feasible at all in such a model.

    Andreas Prinz, Managing Director (Passenger Cars), Volkswagen Group Sales India.

    • "I think it is a great thing for India because mobility is giving new opportunities. I hope Tata drives to great success with the Rs one lakh car, but it is not included in our plan.

    Thomas Kuehl, Board Member, Skoda Auto India.

    Future of Nano (conclusion).

    • World is getting tougher

    day

    by

    day

    being

    unique

    is

    a

    competitive advantage. Expectations to Nano has proved this .

    • As customers gain more power, they will demand more tailoring and value-added

    service

    to

    meet

    their

    needs.

    Companies that innovate on this dimension are likely to be

    richly rewarded.

    • So as per this presentation, conclusion can be draw as a future car not only of Indian but also if exported than could be to the world.

    Future of Nano (conclusion)

    • Emerging markets are a fertile ground for innovation. The challenge of reaching dispersed, low-income consumers in emerging markets often spurs significant innovation.

    • As customers gain more power, they will demand more tailoring and value-added service to meet their needs. Companies that innovate on this dimension are likely to be richly rewarded.

    • World is getting tougher day by day being unique is a competitive advantage. Expectations to Nano has proved this .

    • After 100 years to Henry Ford , Tata has proved him again not only he came out of the expectations but also came out with a platform for Indian auto sector .

    • So this as per this project conclusion can be draw as a future car not only of Indian but also if exported than could be to the world.

    Conclusion

    • Nano really proved cheapest car of the industry

    • Nano definitely helps to come true for middle man

    ‘s dream

    • Some hidden minus points of nano are there, still It

    is beneficial to Gujarat as a state development.

    • Brand Gujarat gets a big boosts internationally due to Nano Project.

    Questions for Audiences??? • Will the succeed? Nano • What do you think? Is the Nano

    Questions for Audiences???

    Will

    the

    succeed?

    Nano

    What do you think? Is

    the

    Nano a

    of the

    car Would you

    future? drive one?