Introducing Tata Nano in italy
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Introducing Tata Nano in italy

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Introducing Tata Nano in italy Introducing Tata Nano in italy Presentation Transcript

  • Tata Nano
    Introducing the Nano in Italy
    MTB4B: Vince van Empel
    Sjors Kei
    Donald Rutgers
    Teun Staaltjens Maik van Vugt
  • Introduction in Italy
    WhyItaly
    The target group of consumers
    The benefits of the Tata Nano
    Rivals
    Promotion
    Distribution
  • WhyItaly
    Italy has the fastestgrowingelderly society of Europe.
    The maincities are verycrowdedwithnarrowstreets.
    Olderpeople have less to expend
    It’s a challenge to competewithwell-knownbrands
  • The target group
    We aim at the 65+ community
    Living in ornearone of the big cities of Italy
    Italy has 58 millioncivilians, 20% of them are 65 yearsorolder
    Urbanpopulation of 68%
  • The benefits of the Tata Nano
    It’s cheap, only €5000,-
    The smallsize
    The fueleconomy andcheapmaintenance
    Easy to handle
    It’s the only 5 door hatchback in thisclass
  • Rivals
    Direct rivals - Chevrolet Matiz (€7100,-) - Fiat Panda (€7500,-) - Renault Twingo (€8000,-) - KIA Picanto (€7000,-) - Toyota Aygo (€9000,-) - Suzuki Alto (€8000,-)
    Substituteproducts -Scooter (±€2000,-) -Motorscooter (±€4000,-) -45km/h car (±€6000,-)
    Futurerivals -Hyundai H800 (±€4400,-) -Skoda joyster (<€5000,-)
  • Promotion
    Promotion in the cities
    Advertisements in public transport
    Radio, television, localnewspapers
    Makinguse of benefitscompared to scooter/microcar/public transport
    4 jaar/60.000 km warranty
  • Distribution
    Short indirect distribution channels
    Selective distribution
    Using garages and small dealers forsellingthem
    Building a few distribution centresforTata in Italy.
    Having all the different versions of the Nano in stock at the distribution centres.
    Delivery time max. 2 weeks