Tata nanoNANO

The ONE

lakh car that drives ONE

billion dreams

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 TATA TATA MARUTI MARUTI MARUTI HYUNDAI Model NANO INDICA 800 OMNI ALTO SANTRO Variant BASIC XETA GLE STANDARD PETROL STANDARD GL Engine cylinder 2 4 3 3 3 4 CC 623 1193 796 796 796 1086 power 35 65.3 37 47 35 62 AC NO YES NO NO NO NO Price (Lakhs) 1.3 2.82 1.86 2.23 2.26 2.21

CHEVROLET

SPARK

STANDARD

995

63

YES

2.61

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

 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 peoples 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.

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.

nano story 2020.

nano story 2020.

nano story 2020.

nano story 2020.

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