Tata nano final

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Tata nano final

  1. 1. TATA 9MOTORS
  2. 2. PRESENTED BY SANKET DEDHIA 2112 SHEETAL RANE 2149 POOJA CHAVHAN 2109 PALLAVI KULKARNI 2132 PRITESH SAWANT 2152 KARAN KANWAR 2129 GROUP 9
  3. 3. ABOUT TATA MOTORSHistory:- Established in 1945 . Indias largest automobile company, with consolidated revenues of Rs.70,938.85 crores (USD 14 billion) in 2008-09 . Over 4 million Tata vehicles play on Indian roads. The first company from Indias Engineering Sector to be listed in the New York Stock Exchange (September 2004) GROUP 9
  4. 4. (CONTD…)The companys manufacturing base in India is spread across:-1) Jamshedpur (Jharkhand)2) Pune (Maharashtra)3) Lucknow (Uttar Pradesh)4) Pantnagar (Uttarakhand)5) Dharwad (Karnataka). Tata Motors has operations in the UK, South Korea, Thailand and Spain as well. GROUP 9
  5. 5. SIGNIFICANT MERGERS & ACQUISITIONS Jaguar, Land Rover, a business comprising the two iconic British brands that was acquired in 2008. In 2004, it acquired the Daewoo Commercial Vehicles Company, South Koreas second largest truck maker. In 2005, Tata Motors acquired a 21% stake in Hispano Carrocera, a reputed Spanish bus and coach manufacturer, and subsequently the remaining stake in 2009. In 2006, Tata Motors entered into joint venture with Thonburi Automotive Assembly Plant Company of Thailand . GROUP 9
  6. 6. VISION OF THE COMPANYI. They said that Dream-dream and dream because dream gives vision, vision gives thoughts and finally thoughts leads to action.I. Best in the manner in which we operate.II. Best in the products we deliver.III. Best in our value system and ethics. GROUP 9
  7. 7. TATA NANOTATA nano……….
  8. 8. Tata nano…….The ONE lakh car that drives ONE billion dreams… GROUP 9
  9. 9. IDEA GENERATION “I saw families riding around on scooters withkids standing up & the mother carrying a baby &decided to do something about it. It started as a quest affordable transportation solution”. RATAN TATA. GROUP 9
  10. 10. Why the name Nano?Nano stands for superior technology and small insize. This is what this car depicts and hence thename Nano. GROUP 9
  11. 11. What makes the TATA NANO so global !!! GROUP 9
  12. 12. DesignThe People’s Car, designed with a family in mind, has aroomy passenger compartment with generous leg spaceand head room. It can comfortably seat four persons.Four doors with high seating position make ingress andegress easy. GROUP 9
  13. 13. EngineUnlike other low cost Indian cars, this one is going to have avariomatic gear system. Instead of manual gear box in conventionalcars it is coming up as gear less or rather with an automatic geartransmission. This helps to improve the efficiency & mileage bymagnifying the torque output. GROUP 9
  14. 14. Fuel Efficiency The People’s Car has a rear-wheel drive, all- aluminum, two-cylinder, 623 cc, 33 PS, multi point fuel injection petrol engine. This is the first time that a two-cylinder gasoline engine is being used in a car with single balancer shaft. GROUP 9
  15. 15. Safety & Comfort By adhering to the fact that less weight requires less power, the 1 lakh car is made of light weighing steel. This has made the Tatas come up with a cheap alternative with out compromising on safety and performance GROUP 9
  16. 16. Controversies Involved Controversies also arose about Tatas planned manufacturing unit for the car in Singur, West Bengal, where the state government of West Bengal has allocated 997 acres (4.03 km²) to Tata Motors. The construction of the car factory on that tract of land will require fertile agricultural land and the expropriation and eviction of ca. 15,000 peasants and agricultural workers. GROUP 9
  17. 17. Critics Among its notable critics are columnists from the New York Times, Newsweek, and several media outlets. Only a few years ago, author and NYT columnist Thomas Friedman wrote that the world was divided into those who want a Toyota Lexus and those who are searching for an olive tree (in his book The Lexus and the Olive Tree). GROUP 9
  18. 18. 3D view of TATA NANO GROUP 9
  19. 19. Top View of TATA NANO
  20. 20. Tata Nano – Project Lead by Girish Wagh (General Manager, Tata Motors Ltd.) Began in 2003 Objective was to create very low cost transportation system with four wheels The car was designed at Italys Institute of Development in Automotive Engineering A team of 500 engineers worked on it Faced political obligations in Singur Shifted to Pantnagar, Uttarakhand Came out with world’s cheapest car in July, 2009 Till date 10,518 units on road GROUP 9
  21. 21. Marketing Mix(4 P’s) Product: An impeccable vehicle, covering all segments of the market, from youngsters to senior citizens. Attractive, small yet comfortable. Price: Offering the lowest price in this segment, requires no comments. GROUP 9
  22. 22. (contd…) Place (distribution): With the existing Tata dealers and roping in its other business lines like Westside, Croma , Titan stores, the distribution was never an issue for Nano. Promotion: Coming from the Tata’s stable, the Nano has already created a brand image. The price of the car has offered enough promotion not only in India but also globally. GROUP 9
  23. 23. NANO’S SPECIFICATION• LOOKS: The snub-nosed car• DIMENTION: 3.1metres(10.23feet)long,1.5 meters wide & 1.6 meters high. Can seat 4 or 5 people• ENGINE: A two cylinder 623 cc, 35 horsepower rear mounted, all aluminum, multi-point fuel injection petrol can power the car to top speed of 105 kms. Per hour (65 miles per hour)• FUEL EFFICIENCY: 20 kms. Per liter, or 50 miles gallon is claimed.• POLLUTION: Tata says the car is better than two wheelers manufactured in India currently.• SAFETY: Car exceeds current regulatory requirements with a strong passengers compartment, GROUP 9
  24. 24. PRODUCT FEATURES• Length- 3.1 meter• Wide- 1.5 meter• Height - 1.6 meter• Weight - 600 kgs• Mileage- 20kmpl• Fuel tank- 15ltr• Engine – 624cc• Top speed - 95-100 kph• Ground clearance-180mm• Gear box- 4 strokes GROUP 9
  25. 25. Product Life Cycle Curve GROUP 9
  26. 26. PRESENT NEARESTRIVALS MARUTI 800 & ALTO GROUP 9
  27. 27. TATA NANO V/SMARUTI 800 V/S GROUP 9
  28. 28. COMPARISION FEATURES MARUTI 800 TATA NANOVariants 2 3Price Rs 1.9-2.3 lakh Rs 1.3-1.9 lakhSales per month 4000-5000 800Units Units DIMENSIONOverall length 3.34m 3.1mOverall height 1.4m 1.6mOverall width 1.44m 1.5m GROUP 9
  29. 29. Fuel efficiency 18-20 Km/l 16-18 km/lMaintenance Rs 300-400 Rs 300-400 ENGINEType MPFI,frontwheel MPFI,rear wheel drive driveNo. of cylinders 3 2Top speed 120km/hr 90km/hrLooks outdated latestNoise and less noisy more noisyharshness GROUP 9
  30. 30. FUTURE COMPETITOR MAHINDRA (1.3LAKH) GROUP 9
  31. 31. SWOT Analysis Strength First innovation – set a benchmark Cheapest & Stylish Eco-friendly – green house effect Fuel-efficiency & engine Space – Internal - 21% more than M-800 External - 8% less than M-800 Weakness No passenger side mirror engine cooling & hence overheating Not fit for hilly terrain
  32. 32. Cont. OPPORTUNITIES Diesel & electric variant Created a niche market Recession Parking space Threats Traffic congestion Security not sure Bad impression due to late delivery in market Competitors – Bajaj, Renault & Nissan Rising cost of raw material
  33. 33. STP• SEGMENTATION- Variables used Geographical – rural & urban Demographic – family size & income Behavioral- benefit & user status• TARGET MARKET- Executive two wheelers segment, second hand car users, auto user market, middle & lower income group people.• POSITIONING – TATA intending to place in the mind of the consumer’s as the people’s car Strategic options- undifferentiated marketing. GROUP 9
  34. 34. GROUP 9
  35. 35. Price list… (Ex showroom price inDelhi)TATA nano std (BS3) Rs- 1,23,360TATA nano cx solid paint Rs-(BS3) 1,48,360TATA nano cx metallic paint Rs-(BS3) 1,51,360TATA nano LX metallic paint Rs-(BS3) 1,72,360 GROUP 9
  36. 36. Proposed Marketing Strategies Extensive marketing approach through TV commercials & print media. Involving a brand ambassador to save it’s image(recently marked by short-circuit incidents). Tapping the commercial service(eg. Taxi, auto) market through attractive exchange & finance schemes. More investment in R&D to come up with more innovative features & to eliminate shortcomings as well. GROUP 9
  37. 37. PROMOTION Enough use of one of the most important element of the promotion mix, (publicity)reduces the necessity of other promotional devices for Nano. Nano got publicity in the following ways:- Publicity as “one lakh car” from mouth to mouth. Publicity through print & electronic media Singur violation. GROUP 9
  38. 38. (contd…)Nano Game:The game by Zapak was a great move to spread word about the car and it seemsto have really worked well in doing itsjob.Online Advertisements:The blogosphere and Indian media sites were inundatedwith ads for Tata Nano. The ads came in all shapes andsizes and were definitely noticed. GROUP 9
  39. 39. (contd…)OFFLINE STRATEGIES1) Collaborations: Tata partnered with a few banks for releasing application forms.2) Mall Promotions: Models on display3) Leveraging Existing Infrastructure: Now you can find Nano merchandise(eg. Nano watches, Nano T-shirts), application forms and demo cars in Tata Indicom, Titan, Croma and Westside stores. GROUP 9
  40. 40. ADVERTISMENT
  41. 41. • So far we know TATA, it’s 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. Distribution 41
  42. 42. NANO STORY 2020…….. GROUP 9
  43. 43. NANO PLANT SHIFTING FROM SINGUR TO SANAND GROUP 9
  44. 44. TATA (BYE-BYE TO SINGUR) GROUP 9
  45. 45. GROUP 9
  46. 46. Tata nano…….The ONE lakh car that drives ONE billion dreams… GROUP 9
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