This deals with media planning of Tata Nano. This was prepared by a group of students at Mudra institute of communications, ahmedabad.

1. Media Plan for TATA NANO
ECHELON MEDIA
Abhishek Mandloi (03) Anubhav Rawat (13) Rohit Goswami (23)
Kshama Singh (33) Nikhil Patil (43) Rakesh Sukumar (53) Shaili Desai (63)
Srishti Yadav (73)

2. Indian Automobile Market Assessment
Indian Automobile market domestic sales volume
(15.5 Mn Vehicles)
16.25%
4.36%
Passenger
3.39%
Commercial
Three Wheeler
Two Wheeler
76%
http://www.siamindia.com/scripts/market-share.aspx

3. Growth in Population Categories with
higher incomes
250
41.7
200
13.8
High Income(.Rs.180k
150 p.m)
109.2 147.7 Middle Income(Rs.45k-
100 180kp.m)
Low Income(Rs.45kp.m)
50
65.2
41
0
2001-02 2009-10

4. Market Trends
• The automotive industry is one of the key drivers of India’s economy, accounting
for around 4 percent of India’s GDP1 and over 200,000 jobs.
• The Twin Phenomena of low car penetration and rising incomes, when combined
with increasing affordability of cars, are expected to contribute to an increase in
Indian automobile industry.
• Green Revolution :Necessity for cleaner vehicles hence manufacturers of four-
wheelers and commercial vehicles in particular stress the importance of
optimizing conventional combustion engines before experimenting too radically
with costly new technologies.
• Mobility Revolution: Because the socio-economic statement of car ownership will
continue to make private vehicles desirable the automotive industry is unlikely to
lose much of its customer base in the near-term.
• The Indian economy has grown at an average rate of around 9 percent over the
past five years and is expected to continue this growth in the medium term. This is
predicted to drive an increase in the percentage of the Indian population able to
afford vehicles.

5. Indian Automobile Industry
% Market share
0.375 0.64 A1(Maruti 800+ Nano)
1.4 0.8%
1.27
1 A2(Compact..Alto,WagonR,
Zen Estilo;etc)
A3(Mid size..Sx4,Honda
11.53 city,Logan;etc)
A4(Executive..Corolla,Civic,
C class,Optra;etc)
A5(Premium..Camry,E
class, Accord;etc)
A6(Luxury..S-class, 5
14.88 series;etc)
50.74
B1(Van..Omni, Versa, Magi
c;etc)
B2(MUV/MPV..Innova, Tav
era;etc)
SUV(Crv, Vitara;etc)

6. Segment/Sub-Segment Domestic Sales (in 000s numbers)2010-2011
A1 MINI (upto 3400MM)
Hatchback Segment In India
Maruti 800 1039
Tata Nano 23
Total 1062(1.7%)
A2-Compact(3401-4000MM)
Maruti Alto 733
Maruti WagonR 469
Tata Indica 359
Hyundai i10 158
Hyundai Santro 499
Ford Figo 17
Maruti Swift 231
Maruti Ritz 39
Maruti Zen Estilo 316
Other 69
Total 2890(50.74%)

7. Month-on-month hatchback sales
Brand Jul-11 Aug-11
Maruti Alto 24974 23120
Maruti WagonR 10629 10913
Hyundai i10 8828 9185
Indica Vista 5860 7206
Marti Ritz 7307 7005
Hyundai Santro 5409 6955
Chevrolet Beat 5255 4676
Maruti 800 1646 1813
Chevrolet Spark 1502 1297
Maruti Estilo 1444 1527
Tata Nano 3260 1202
Source: http://www.dwsauto.com/four-conclusions-from-hatchback-sales-results-in-august/

8. Background
Tata Nano, the people’s car in March 2009 after a lot of initial
troubles at the intended manufacturing location, Singur.
The car was known as ‘the one lakh car’ and gained popularity in
no time.
But, the popularity shortly turned to notoriety as soon as a
number of fire incidents got reported. The safety of the car
became a concern, and the trust that the brand ‘Tata’ carried was
now being questioned.

9. Major Competitors in the market
• Maruti Udyog Ltd- Maruti Omni, Maruti Alto
• General Motors Pvt Ltd- Chevrolet Spark
• Hyundai Motors Pvt Ltd- Hyundai Santro
• Two-Wheeler Market
ALTO SPARK SANTRO BIKES

10. Competitive Analysis
Major Competitors Brand Positioning
General Motors India
Ltd Chevrolet Spark Trendy urban transport solution
Hyundai Motor India Hyundai Santro The sunshine car'- for yound
Ltd Xing people
Maruti Udyog Ltd Maruti Suzuki Alto comfort at low price
Maruti Udyog Ltd Maruti Suzuki Omni people mover vehicle

11. Media spend by Competitors
FY
FY 2009-10 FY 2009-10 FY 2010-11 2010-11
Advertiser Brand
Print TV Total Print TV Total
General Motors India
Ltd Chevrolet Spark 76.44 36.34 112.78 45.53 13.36 58.89
Hyundai Motor India Hyundai Santro
Ltd Xing 30.56 19.52 50.08 1.63 8.73 10.36
Maruti Udyog Ltd Maruti Suzuki Alto 14.66 0.00 14.66 21.05 15.08 36.13
Maruti Udyog Ltd Maruti Suzuki Omni 7.71 0.03 7.74 10.46 0.15 10.60

12. WHERE DO WE STAND TODAY?
NANO
Traditional ,
Yellow Nano in Familiar,
commercials, Dependable,
compactness Liberator
Affection, Feel Innovation,
Relationship Good, quality, design, Culture
service, economy, Convenient,
speed
BRAND IDENTITY PRISM
( Jean Kapferer Model)
Trustworthy,
enthusiastic &
Family Value,
dependable positive
CONSUMER

13. Current Positioning
• “Small car for people with
big dreams” Chhoti
Car, Badhe Sapne (little
car, big dreams)
• “Intelligent machine” -The
Smart Car
• People’s Car - Azadi Ki
Dusri Lehar (second wave
of freedom)
• “Less is More”. Minimal use
of resources for maximum
living.

14. Current Campaigns
– Now You Can campaign
– Nanovolution campaign
– Khushiyon ki chaabi campaign

15. Media Objective
Our objective for Tata Nano is to achieve 70%
reach with an average OTS (opportunity to see)
of 4 (Optimistic Approach)
In the Worst case scenario, we want the
campaign to achieve at least 60% reach with an
average OTS of 3 (Pessimistic)

16. CURRENT CHALLENGES
Increase
Penetrate new Reposition Nano
effectiveness of
markets via as an aspirational
Media Spend in
Innovative Media car and not just
Established
Solutions. people’s car
Markets.

17. Media Planning Flow

18. Target Audience Analysis

19. Demographic Analysis (By Population )
40 Lakh plus town (5000 units)
10 – 40 Lakh (6000 units)
5- 10 Lakh (3000 units)
1 – 5 Lakh (5000 units)
Below 1 Lakh (4000 units)
URBAN- 22,000 RURAL – NA
The Current buyers of Tata Nano are more or less equally spread in
the towns with population in excess of 1 lakh with the highest (26%)
being in towns with 10-40 lakh population. The population is urban.
*1000-5000 Population category data not available

20. Demographic Analysis (SEC Based)
A1 (8000)
A2 (6000)
B1 (3000)
B2 (2000)
C (3000)
The maximum number of buyers of Tata Nano were from SEC A1 & A2
category. These were probably people who bought nano as their second
car. There is a significant number of people from SEC B1, B2 and C who
have bought these in the recent years (2009-2011).
*SEC R1 (Rural) category data is not available

21. Demographic Analysis (MHI Based)
4000 – 5000 (9%)
6000 – 8000 (9%)
8000- 10000 (29%)
12000-15000 (10%)
15000-20000 (14%)
20000-30000 (19%)
80000-100000 (5%)
100000 and above (5%) Total Market for Nano: 21,000
From the last two years data, we can observe that a staggering 67 % of the total
sales has come from a category whose monthly income is 15000 or less. This
population is the lower middle class population
Merely 10 % of the sales have come from people who earn more than 80,000 an
year.

22. Index number calculations
%AGE OF TOTAL
TOTAL HOUSEHOLDS (IN HOUSEHOLDS. (A) NUMBER OF TATA NANO %AGE OF TOTAL NANO USERS INDEX
POPULATION OF TOWN
1000S) USERS (000) (B)
B÷A
40 L Plus 18115 25.17% 5 22.00% 87.40
10L - 40 L 11467 15.93% 6 26.00% 163.17
5L-10L 6892 9.58% 3 13.00% 135.74
1L-5L 14875 20.67% 5 22.00% 106.44
Below 1L 20616 28.65% 4 17.00% 59.34
Rural Population 163798
(Assuming the target population is that of towns only)
Total households (in %age of Total Number of Tata nano users
SEC %age of Total nano users (B) Index B÷A
1000s) households. (A) (000)
A1 2826 7.89% 8 36.36% 460.70
A2 5315 14.85% 6 27.27% 183.72
B1 6382 17.83% 3 13.64% 76.50
B2 6200 17.32% 2 9.09% 52.50
C 15080 42.12% 3 13.64% 32.38
Other SECs 199962
(Target segment is A,B,C categories)
(Data not available for R1)

23. Total households (in %age of Total Number of Tata nano users
MHI %age of Total nano users (B)
1000s) households. (A) (000)
Upto Rs.500 1866 0.79% 0 0.00%
Rs.501 to Rs.1000 15758 6.68% 0 0.00%
Rs.1001 to Rs.1500 12721 5.40% 0 0.00%
Rs.1501 to Rs.2000 29052 12.32% 0 0.00%
Rs.2001 to Rs.3000 41878 17.76% 0 0.00%
Rs.3001 to Rs.4000 41092 17.43% NA NA
Rs.4001 to Rs.5000 24552 10.41% 2 9.52%
Rs.5001 to Rs.6000 18955 8.04% NA NA
Rs.6001 to Rs.8000 14346 6.08% 2 9.52%
Rs.8001 to Rs.10000 14732 6.25% 6 28.57%
Rs.10001 to Rs.12000 5315 2.25% NA NA
Rs.12001 to Rs.15000 5443 2.31% 2 9.52%
Rs.15001 to Rs.20000 4939 2.09% 3 14.29%
Rs.20001 to Rs.30000 2798 1.19% 4 19.05%
Rs.30001 to Rs.40000 1348 0.57% 0 0.00%
Rs.40001 to Rs.60000 544 0.23% NA NA
Rs.60001 to Rs.80000 174 0.07% NA NA
Rs.80001 to Rs.100000 81 0.03% 1 4.76%
Rs.100000+ 168 0.07% 1 4.76%
Index not calculated owing to data discrepancy
Relevant Sales Target Pop CDI BDI
(SECs A,B,C)
5038 35803 14.07 %
23 35803 0.067 %

24. Psychographic Analysis
Lifestyle Analysis
Some of the questions that can help us understand the
lifestyle & behaviour of the consumer can be:
1) Bought scooter or bike some years back
2) Goes out with the family to a restaurant or a movie once in
two weeks
3) Bought groceries and other essential commodities after
comparing the prices
4) Heavy users of their vehicle at homes
5) Goes on a vacation with the family when he or she can

25. A day in the life of ‘The Car’s People’
• Influenced by Neighbour’s car
Home
• Sees that his/her colleague has a car
Office
• Needs some respite from the sun
Outdoors • Sees benefits of a ‘Small car’ in traffic jams
• Starts his/her day with a newspaper
• Helps son or daughter get ready for school
Morning
• Chat with a colleague
• Browsing on Mobile phone
Noon • Office related discussion
• Mostly comes home
• Watches Television, listens music
Evening • Goes out during a weekend with family

26. Remarks on TG
Initial analysis from the demography gives us the following pattern:
1) Our target segment should be towns with more than 1 lakh
population
2) Index numbers of SEC A1, A2 are quite healthy, but the volume
of the other three (B1, B2 and C) are not bad either. So A1, A2
3) 67% of the sales which comes from monthly income less than
15K shows that Tata Nano has a lot of aspirational value.
4) True to its word. The People’s Car.
In short It is:
A low cost car which is clearly intended for the masses.
It can target SEC A1, A2 as a second car but primarily targets the
family of four (B1,B2,C) that would otherwise ride on a scooter.

27. BDI Comparison for Prioritization

28. Market Prioritization
While prioritizing markets we need to:
1) Take into consideration the BDI in the market
2) BDI should not be the only criterion, the volume of
the sales should also be looked into.
3) BDI of the competition in the market to know the
power of the brand
Based on these parameters, Maharashtra, karnataka, Bihar &
Jharkand are prioritized.
Delhi and Urban environs can’t be left out because of the
volume of sales and ease of operation in the geographical area

29. Media Mix
Online
Ads, Pages,
Print Radio
Ads, Ads, Special
Advertorials. Activations.
Media Mix
Merchandise
Tie ups and Ambient
exclusive Posters
outlets.
Outdoor
Digital,
Conventional.

30. Media Spend
Print Media Expenditure
2010-
Advertising Spends 2009-2010 2011 Growth
Growth estimates combined with
lesser competition from Maruti Print 57.97 286.08 393.47%
Suzuki, suggests that the time is right
Television 0.31 109.11 35439.64%
for an increase in advertising expenses
Print expenses can be increased in Marathi, Total 58.28 395.18 578.09%
Kannada, English and Hindi in 2011-12 as theses Projected
Regional Print 2009-2010 2010-2011 Spends
Are good markets to expand Assamese 0.15 0.97 5.40
Bengali 1.35 12.42 12.00
Expenditure can be kept same for states like English 29.53 58.57 110.60
Orissa and West Bengal where the brand is not Gujarati 1.91 9.73 20.24
Doing so good and even the category is not doing Hindi 13.83 98.13 320.00
great Kannada 0.87 5.45 20.45
Malayalam 1.01 7.02 21.00
Marathi 3.90 45.10 160.30
Oriya 0.40 2.09 3.00
Punjabi 0.03 1.14 4.20
Tamil 0.62 5.34 14.72
All values are in Rupees crores
Telugu 4.38 40.11 50.10
Urdu 0.00 0.02 0.05

31. Media Spend
Expenditure on TV as a medium TV Channels 2009-2010 2010-2011 Projected Spends
DD 0 4.78 10.5
English News 0.03 14.28 65
TV media expenses can be increased
to 10 times in most of the GEC GEC 0 17.65 80
channels and news channels as Hindi GEC 0 7.02 75.5
these are gaining viewership.
Hindi Movies 0 7.38 80
Movie channels and some regional Hindi News 0 14.96 140
channels including marathi and
kannada can also have substantial Music 0 3.2 20
percentage increase in ad spends Regional-Kannada 0 4.73 32.45
All values are in Rupees crores Regional-Marathi 0 7.23 95.34
Total 0.31 109.11 670.2

32. Media Mix
TELEVISION
• 20% media weightage
• TVC’s to be shown on select general
entertainment channels
• Also mentions in shows like raftar

33. MEDIA MIX
RADIO
• 10% media weightage
• RJ mentions, Jingles and sponsorship of certain programs on
regional radio stations

34. MEDIA MIX
PRINT
• 30% media weightage
ADVERTORIALS AND ADS
• Color supplements of national dailies and their regional
vernacular newspapers like Dainik Bhaskar, Deccan
Herald, Statesmen
• Insertions in Zigwheels and Top-gear (Weekly supplements)

36. Pamphlets:
Collaboration with Westside and Collaboration with SBI
print ad Loans

37. MEDIA MIX
OOH – Out of Home
• 6% media weightage
• Outdoor – Bus shelters, Traffic
islands, Billboards/unipoles at select locations.
• Mall branding – Mall Façade, Drop down banners, etc.
• Events/Activations

38. OOH Bill Board

39. MEDIA MIX
ONLINE
• 7% media weightage
• Online banner advertising on car review websites likes team
BP, BCM touring, Autocar, Car forums.com, Carwaale.com,
The automotivemedia.com
• SEO
• Mobile marketing

40. Online Marketing Tactics –
Banner Ads, tatanano.com, color chooser, e-
booking, communities

41. Lively interactive site

42. Online – Ads on Google

43. Online Ads on Bing

44. Facebook Page

45. Collaboration with ICICI Bank

46. Leveraging Leading Car Forums
• Appropriate emphasis should be given to car
forums in addition to Facebook community
where an official team will answers user
queries rather that amateurs.
• Social Media is uncontrollable. Forum
admins/moderators can decide the path of
the online conversation.

47. Ads on leading forums

48. Using Existing Infrastructure
Tata Indicom: NANO mobiles with phone scheme
Tata Sky: Discount on satellite connection for
for Nano customers
Titan: Buy a NANO watch
Croma and Westside: Merchandise and accessories
like Nano branded T-shirts, key chains, teddy bears &
watches

49. Innovative ideas
• Virtual drive with complete sound and
interiors experience - Possible with increased
bandwidth
• Cute nano mascot for promoting eco friendly
ideas and CSR activities.
• Nano toy car
• Nano lamps
• Demo cars on building roofs

50. Innovative Offline Activation Points
At Used Motorcycle Marketplace

51. Innovative Online Activation
– Integrate Nano diaries with Facebook page
User registration is not required, personal details
are safely fetched and trip stories are
automatically shared with friends.

52. Innovative Online Activation
– Contest “capture those nano moments” on same
platform
– User uploads ah-ha pictures with nano on the
forum
– Winners rewarded with nano merchandise

53. Media Schedule
The Strategy that we are going to use is Pulsing i.e a mix of Flighting advertising
And continuous advertising.
The Rural target group will need more promotional. So there we would use a
continuous strategy
The Urban target group would be experiencing flighting strategy, since they will be
subjected to shorter period of time and a more effective Integrated marketing
campaigns

54. Media Schedule
Media Schedule
Month DECQ1 DEC Q2 JAN Q1 JANQ2 FEBQ1 FEBQ2
RADIO
PRINT CAMPAIGN urban KEY
ONLINE PRINT
TVC urban TELEVISION
OOH urban ONLINE
EVENTS OOH
EVENTS
AMBIENT
RADIO
PRINT non-urban FM
TVC non-urban
AMBIENT trucks and
tractors
RADIO non-urban
OOH /BTL activites

55. References
1. http://www.siamindia.com/scripts/market-share.aspx
2. KPMG Report on Automobile industry, 2009-10
3. http://www.dwsauto.com/four-conclusions-from-hatchback-sales-results-in-august/
4. http://fmcg-marketing.blogspot.com/2007/10/brand-identity-prism-kapferer.html
5. Advertising media planning – A Brand Management Approach
by larry D kelley and Donald W Jugenheimer

56. Thank you