PRESENTATION ON TATA NANO

TATA nanouNANO
The ONE

lakh

that car drives ONE billion dreams

WE
 Debadas  Priyaranjan

We like this car

LETS FOCUS ONu

 Idea Generation  Product Specification  Product Features  SWOT  STP  Pricing  Promotion  Post purchase service  Future2020

This is a fantastic effort

- Dr. Norbert Reithofer, Chairman, BMW

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

THE THREE LEADS AREu

nano
In BS II and BS III

nano CX
In BS II and BS III

nano LX
In BS III

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 meters height. Can seat four to five people Engine: A two cylinder 624 cc, 35 horsepower rear mounted, all aluminium, multi-point fuel injection petrol engine can power the car to top speeds of 95-105 kilometers per hour (65 miles per hour). Fuel Efficiency: 23.6 kilometers per liter, 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

CONTDu.
 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.

@ THE FILLING STATION..

This is a benchmark kind of model. You Indians always make us think

- Rick Wagoner, CEO- General Motors

Front view
Large headlamps are set high with turn indicators on top of head lamp unit. They give nano a distinct identity As you stand in the front of the car, the first thing you notice is the sloping bonnet with a spine running in the middle. The Tata Logo sits proudly in the centre of the bonnet in the middle

Wraparound bumper which is painted in body colour and houses fog lamps

nano side profile has been called egg shaped This gives tall stance to nano with ample space inside

side view..
Body coloured door handles a touch of class to nano exteriors

Standing on the side of the car, you can see the mono-volume design with wheels set at four corners. This shape gives very generous passenger compartment with lot of head room and legroom

Front quarter glass adds to overall feel of roominess in the nano

Outer rearview mirrors are stylish and placed for easy visibility of traffic following you. Large & wide opening doors help in easy ingress egress fro all passengers The scoop on the body not only adds to unique style of nano, it helps providing air to cool the engine

Another unique style feature is Style-in-steel wheels. The wheels look like alloy wheels and give very sporty look to nano.

Back View
The high mount stop lamp adds to safety At the rear, tall headlamps remind you of Tata Indica, another very successful car from Tata Motors

The Tata logo sits on the rear section. Unlike conventional hatchbacks, there is no tailgate on nano The engine is mounted at the rear and drives rear wheels

The reflector (brake light /Fog lamp) aids in visibility during night and bad weather

Another first on nano is central exhaust

PRODUCT FEATURES
         

Length:- 3.1 mtr Wide:- 1.5 mtr Height:- 1.6 mtr Weight:- 600 Kg Mileage:- 23.6 Kmpl Fuel tank:- 15 Ltr Engine:- 624 cc Top speed:- 95-105 Kph Ground clearance:- 180mm Gear box:- 4-speed

This is really fantastic. This is what we should try and achieve

- Carlos Ghosn, CEO- Renault- Nissan

Interior Design

This is a spacious car, Not really a small car

- Tadashi Arashima, President & CEO, Toyota Motors, Europe NV/SA

COMPARISON TO ITS NEAREST RIVALS

Brand TATA TATA MARUTI MARUTI MARUTI HYUNDAI CHEVROLET Model NANO INDICA 800 OMNI ALTO SANTRO SPARK Variant BASIC XETA GLE STANDARD PETROL STANDARD GL STANDARD Engine cylinder 2 4 3 3 3 4 4 CC 623 1193 796 796 796 1086 995 power 35 65.3 37 47 35 62 63 AC NO YES NO NO NO NO YES Price (Lakhs) 1.3 2.82 1.86 2.23 2.26 2.21 2.61

SWOT ANALYSIS
STRENGTH WEAKNESS Price, mileage, style, brand name, all weather vehicle, first innovation. 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 tiny) not eco-friendly, Govt. may come with new rule.

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 peoples car.

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.

CONTDu
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.

CONTDu
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  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, its 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 its other vehicles. But its post purchase services will be better than a costlier bike. Customers may get minimum three services from Tata in any of its servicing center, all over the country. We the future customers, can also hope for additional services from TATA group.

NANO STORY 2020u.

NANO STORY 2020u.

NANO STORY 2020u.

Finally

Mr. Ashok raghunath vichare of Mumbai first customer in India of Tata nano receiving the key to his car the Tata nano lx

THANK YOU