Tata Nano

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Tata Nano

  1. 1. Rupsha Neogi - 8130 Kusum Kant Pandey- 8131 Sanjay Punjabi - 8132 The Launch of Tata Nano
  2. 3. <ul><li>Tata's Nano is not a car, it's a PHENOMENON. </li></ul><ul><li>The Nano is one of the most eagerly awaited cars ever. </li></ul><ul><li>Tata Nano is undoubtedly being looked upon as the next big (actually small) thing. </li></ul>
  3. 5. <ul><li>The company has already got publicity worth over Rs 500 crore due to its public relations campaign as it made global news due to the fact that it is an Indian manufacturer building the world’s cheapest car. </li></ul>
  4. 7. Publicity & Communication <ul><li>Managed by Rediffusion DY&R </li></ul><ul><li>“ Now you can” Campaign </li></ul><ul><li>This is about the Nano and what it stands for. Can you imagine a car, within the reach of everyone, seating a family in absolute comfort, being the most fuel efficient car, being as safe as the bigger cars and being environmentally conscious. </li></ul>
  5. 9. Events <ul><li>Unveiled on January 10, 2009, at the 9th annual Auto Expo in New Delhi. </li></ul><ul><li>Launched on March 23, 2009 </li></ul>
  6. 10. <ul><li>Tata Nano Europa, for future launch in international markets, displayed at 79th Geneva Motor Show. </li></ul>
  7. 11. Online Marketing <ul><li>The company booked all web search engines to serve pop-up ads on the evening & at the time of the official launch </li></ul>
  8. 12. Websites <ul><li>tatanano.com </li></ul><ul><li>Unique features </li></ul><ul><ul><li>Why Nano? </li></ul></ul><ul><ul><li>communities </li></ul></ul><ul><ul><li>Game </li></ul></ul><ul><ul><li>e-booking </li></ul></ul><ul><ul><li>Build your own Nano </li></ul></ul>
  9. 15. <ul><li>tatanano.org </li></ul><ul><li>Know your Nano </li></ul><ul><li>Amazing </li></ul><ul><li>Cartoons </li></ul><ul><li>Economical </li></ul><ul><li>Impact </li></ul>
  10. 16. <ul><li>tatanano.in </li></ul><ul><li>Blogging </li></ul><ul><li>Product information </li></ul>
  11. 17. Social Media <ul><li>Orkut </li></ul><ul><li>Facebook </li></ul><ul><li>YouTube </li></ul><ul><li>Blog </li></ul>
  12. 18. <ul><li>Orkut profile for Nano has a few pics and videos and has around 350 friends. </li></ul><ul><li>Official Orkut Community Members – 6,906 </li></ul><ul><li>Official Facebook Group Fans – 4,210 </li></ul><ul><li>YouTube channel for Tata Nano which has 78 subscribers. </li></ul><ul><li>Highest View Count on YouTube – 303,006 </li></ul><ul><li>No. of Blog Posts – 61,664 </li></ul>
  13. 19. Offline Marketing <ul><li>Collaborations </li></ul><ul><li>Mall Promotions </li></ul><ul><li>Using existing infrastructure </li></ul><ul><li>Media </li></ul>
  14. 20. Existing Infrastructure <ul><li>Tata Indicom: NANO mobiles with phone scheme </li></ul><ul><li>Tata Sky: Discount on satellite connections for Nano customers </li></ul><ul><li>Titan: Buy a NANO watch </li></ul><ul><li>Croma and Westside </li></ul><ul><li>Merchandise and accessories like Nano branded T-shirts, key chains, teddy bears & watches </li></ul>
  15. 21. Mall Promotions <ul><li>Tata ran a series of promotional activities on Malls to get Nano in front of perspective buyers. </li></ul>
  16. 22. Collaborations <ul><ul><li>ICICI Bank initiated a whole campaign to get noticed and spread the word . </li></ul></ul><ul><ul><li>Icicibank.com had a banner ad on their home page for booking Nano. </li></ul></ul>
  17. 23. <ul><ul><li>SBI offered loans for total payment of car and announced a bank interest on the applications for Nano which will be rejected in lucky draw </li></ul></ul>
  18. 24. Electronic Media <ul><li>Radio </li></ul><ul><li>“ we’ll be back after a Nano break” </li></ul><ul><li>Television </li></ul><ul><li>messages or ticker news or other channels </li></ul><ul><li>Cell Phones </li></ul><ul><li>Text messages </li></ul>
  19. 25. Print Media
  20. 26. Innovative PR <ul><li>The Tata team has worked with news briefs branded </li></ul><ul><li>“ Nano news” in some newspapers, </li></ul><ul><li>“ Nano breaks” on radio and television, </li></ul><ul><li>Nano pop-ups on major Web sites </li></ul><ul><li>Communities on Facebook, Orkut and constant updates of the car on the blogs </li></ul>
  21. 28. Role of PR <ul><li>Great PR build up before the official announcement and showcasing of the product at the Auto Expo. </li></ul><ul><li>A great story to talk about in terms of a ONE LAC car which was a great dream and aspiration for many Indian consumers to own a car. </li></ul><ul><li>PR had built confidence and credibility among the prospective consumers to reassure yes we are giving you a car for ONE LAKH. </li></ul>
  22. 32. Appreciation of PR <ul><li>Innovative use of media to advertise the launch of the Tata Nano has fetched three top awards at Emvies 2009, organised by the Advertising Club of Bombay. </li></ul><ul><li>Best Media Innovation in Print and in Ambient Media/ Out-of-Home categories </li></ul><ul><li>Best media strategy in Consumer Durables </li></ul><ul><li>Cannes 2009 - the world's most coveted advertising awards - had conferred the Bronze Lion for Best Use of Mixed Media to the Tata Nano's launch advertising. </li></ul>
  23. 33. Thank You
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