The NANO by Tata Motors
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The NANO by Tata Motors

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Georgetown University Master of Public Relations Communications Strategy for Tata Motors, NANO car

Georgetown University Master of Public Relations Communications Strategy for Tata Motors, NANO car

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The NANO by Tata Motors Presentation Transcript

  • 1. Public Relations Research Final Project February 25, 2010 Team Anca Bilegan Jenna Mills Monica Hamrick Timea Szell
  • 2. the nano the peoples car by tata motors E-Verify Marketing Plan February 25, 2010
  • 3. table of contents section 1.0 project summary 2.0 tata overview 3.0 objectives 4.0 methodology 5.0 metrics & research details 6.0 key findings 7.0 recommendation table of contents
  • 4. table of contents nano-iature a-no-ia-ture: nano’s petite size nano-vironment a-no-vi-ron-ment: eco- friendly & low-emissions nano-tection a-no-tec-tion: nano’s integral safety design nano-nomics a-no-nom-ics: nano’s wallet friendly cost
  • 5. table of contents section 1.0 project summary
  • 6. project summary project summary 1.0
    • project purpose:
      • evaluate how US media presents tata nano; nano slated to enter the US market by 2012
    • project objective
      • identify and measure volume of coverage; US media level of interest
      • quantify favorability of the coverage; forecast US nano car success
    • project time frame
      • january 08 – april 09
    project summary
  • 7. table of contents section 2.0 overview
  • 8. tata overview overview 2.0 section 2.1 company overview 2.2 product overview 2.3 market
  • 9. tata overview overview 2.1
    • company overview: tata motors
    • tata motors is India's largest automobile company
    • over four million tata vehicles in India
    • tata cars are being marketed in several countries
  • 10. tata overview overview 2.2
    • product overview
    • tata nano unveiled on january 10, 2008
    • nano referred to as “ the people’s car”
    • cost estimated at around $2,000
  • 11. overview overview 2.3 tata motors: US market
    • economic crisis gives tata motors opportunity to sell nano car in the US
    • the introduction to the US market will be made in 2011 or 2012
    • US version of the nano will meet US safety and emission requirements
  • 12. table of contents section 3.0 objectives
  • 13. objectives objectives 3.0 section 3.1 objectives defined
  • 14. objectives objectives 3.1 objectives defined
    • determine the volume of coverage of the tata nano car in the US media (traditional and non-traditional) during the last 15 months  
    • determine how favorably traditional media consumed by the american public has covered the core messages that tata motors was trying to communicate about nano car during the last 15 months  
    • determine how favorably the american public has responded to the core messages - that tata motors was trying to communicate – about the nano car through social media, during the last 15 months
  • 15. table of contents section 4.0 methodology
  • 16. methodology methodology 4.0 section 4.1 overview 4.2 media landscape 4.3 traditional methodology 4.4 non-traditional methodology 4.5 content relevancy criteria 4.6 inter-coder reliability 4.7 favorability 4.8 relevancy & favorability defined
  • 17. methodology methodology 4.1
    • Overview
    • traditional & non-traditional media sources
    • search criteria: “tata nano”
    • timeframe for analysis: january 2008 to april 2009
    • US media
  • 18. media landscape methodology methodology 4.2
    • 223 articles sources
    • 119 traditional media articles
    • 104 non-traditional media articles
    media blogs forums news websites car websites tata website
  • 19. methodology methodology 4.3 traditional source methodology
    • 20 largest US newspapers by circulation
      • searching newspaper content published online
      • including blogs at each newspaper's website
    • 75 most-widely read US magazines by circulation
    • factiva
    • proquest
    • auto-industry websites
    • financial-industry websites
    • other
  • 20. methodology methodology 4.4 non-traditional source methodology
    • top social media websites and aggregators
      • nielsen, compete, toputop, alexa, and other tools
    • blog
      • google blog search, bloglines
    • forums-aggregation
      • technorati, boardtracker, addict-o-matic
    • micro- blogging
      • twitter
    • other
      • social network: facebook
      • social network aggregation: friendfeed
      • social news: digg
      • photo sharing: flickr
      • video sharing: youtube
  • 21. non-traditional media methodology 4.4 methodology 94,110 135,450 Addict-o-matic 12 284,765 1,979,100 Boardtracker 11 926,651 2,604,238 Friendfeed 10 431,016 3,905,500 Bloglines 9 3,232,968 5,890,774 Technorati 8 25,405,234 66,287,376 Flickr 7 14,031,985 98,685,480 Twitter 6 36,163,376 111,419,998 Digg 5 73,570,587 407,968,924 Facebook 4 98,311,297 1,361,248,735 Live 3 91,054,535 1,527,908,888 Youtube 2 137,630,925 2,343,895,557 Google Blog Search 1 Unique Visitors Monthly visitors Site #
  • 22. methodology methodology 4.5 content relevancy criteria
    • traditional media:
      • analyzed all articles that fit the search criteria with “tata nano" in the article text
    • nontraditional media:
      • analyzed sources that discussed the nano on the four brand attributes
        • size
        • cost
        • “ green”
        • safety
  • 23. methodology methodology 4.6 standards for inter-coder reliability
    • determining the favorability of brand descriptors
      • safe
      • green (eco-friendly)
      • low-cost
      • small size
    • "0" for neutral if there was no positive or negative connotation
    • "0" even if the attribute is not mentioned
  • 24. methodology methodology 4.7 favorability method
    •  
    • favorability
      • -1 for unfavorable
      • 0 for neutral
      • +1 for positive
  • 25. relevancy & favorability defined methodology 4.4 4.8 methodology
    • 0: tiny, small
    • +1: easy to park/drive on crowded highways/can fit a family of 4
    • -1: making fun of the size
    • 0: cheap
    • +1: affordable, ultra cheap
    • -1: too cheap  
    • 0: mentions of miles per gallon or other factual statements
    • +1 : lower emissions than other cars/motorcycles  
    • -1 : overall level of emissions will rise
    • 0: factual statements; certain type of breaks or built from certain materials
    • +1 : nano meets/exceeds safety requirements
    • -1 : nano doesn’t meet safety requirements  
    size eco-friendly safety description cost criteria
  • 26. table of contents section 5.0 metrics
  • 27. metrics metrics 5.0 section 5.1 overview 5.2 traditional media 5.3 non-traditional media 5.4 timeline 5.5 scoring
  • 28. metrics metrics 5.1 overview
    • determine the volume of coverage in the US media
      • number & type of articles (traditional/non-traditional) over 15 months
    • determine how favorably the core messages were communicated
      • metrics are favorability of brand descriptors
        • safe
        • green (eco-friendly)
        • low-cost
        • small size
    • determine core messages (brand descriptors) tata motors is trying to communicate about nano
      • analyzed the press release issued by the company when the nano car was unveiled to the public, on january 10, 2008
  • 29. metrics metrics traditional media 5.2 finance industry auto industry news other proquest factiva traditional media
  • 30. metrics metrics traditional media 5.2
  • 31. metrics metrics traditional media 5.2
  • 32. metrics metrics traditional media 5.2
  • 33. metrics metrics traditional media 5.2
  • 34. metrics metrics traditional media 5.2
  • 35. metrics metrics 5.3 other twitter forums blogs non- traditional media non-traditional media
  • 36. metrics metrics non-traditional media 5.3
  • 37. metrics metrics non-traditional media 5.3
  • 38. metrics metrics non-traditional media 5.3
  • 39. metrics metrics non-traditional media 5.3
  • 40. metrics metrics non-traditional media 5.3
  • 41. timeline launch metrics metrics 5.4 post-launch: april 2009 launch: march 2009 pre-launch: january 2008 january 2008 january 2009 april 2009
  • 42. metrics metrics timeline 5.4
  • 43. metrics metrics 5.5 scoring non-traditional media favorability search criteria relevancy inter-coder reliability metric scorecard traditional media
  • 44. metrics metrics scoring 5.5
  • 45. table of contents section 6.0 key findings
  • 46. key findings key findings 6.0 section 6.1 traditional media 6.2 non-traditional media 6.3 timeline 6.4 scoring
  • 47. key findings key findings traditional media 6.1
  • 48. key findings key findings 6.3 non-traditional media
  • 49. key findings key findings 6.3 timeline
  • 50. key findings key findings 6.4 scoring
  • 51. key findings key findings 6.4 scoring
  • 52. key findings key findings 6.4 scoring
  • 53. key findings key findings 6.4 scoring
  • 54. table of contents section 7.0 recommendation
  • 55. recommendation recommendation 7.0 section 7.1 recommendation
  • 56. recommendation recommendation 7.1 recommendation: US public relations approach
    • track and measure US knowledge, behavior, attitude towards mini-cars; nano
      • traditional and non-traditional media sources
    • understand what drives US consumer behavior and purchase
    • leverage data to re-create US marketing materials
    • note major trends; adjust marketing materials to market behaviors and attitudes; track trends overtime to make long-term predictions
      • measure and quantify both traditional and non-traditional media
    • hire US public relations firm to assist with adjusting tatamotors strategy to fit to that of the US consumer
  • 57. recommendation recommendation 7.1 recommendation: US public relations approach
    • key relationships
      • US auto-industry
      • US spokes people for tata nano
      • press, reporters, auto-experts
      • highlight individuals (blogs, forums, reporters) who speak positively of your product
      • coverage in large circulation publications
      • expected market
      • future market
  • 58. table of contents questions?