STP of TATA Nano

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STP of TATA Nano

  1. 1. SEGMENTATION, TARGETING AND POSTIONING OF TATA NANO The Ground Breaking Concept And it’s FAILURE…
  2. 2. OUTLINE A Man buys a car for what he wants to be and not for what he is
  3. 3. About TATA MOTORS •TATA motors was founded in the year 1945 •Tata Motors has auto manufacturing and assembly plants in Jamshedpur, Pantnagar, Lucknow, Sanand, Dharwad and Pune in India •TATA motors manufactured its commerical vehicle in 1954 •They entered into passenger vehicle market in the year 1991
  4. 4. NANO •Nano was introduced at January 10th, 2008 in New Delhi •It is the cheapest car in the world today •Nano attracted media attention due to its low price •It has two models Nano CX and Nano LX •Nano was introduced at the price of Rs.1,00,000 but as of 2012 Nano’s price is around Rs.1,50,000 due to increasing in material cost
  5. 5. 4P’s Product •Nano was presented at the 9th Annual Auto Expo on January 10, 2008 in New Delhi •Aimed Primarily at Indian Market Price •The price of Nano got fixed at Rs 1 lakh •Low pricing policy with minimum profit margin
  6. 6. Place • Tata Motors has an extensive dealer network covering Indian and International markets Promotion • Publicity as One lakh car by word of mouth communication • 30 million hits • Received 2Lakh applications
  7. 7. Nano’s Journey???
  8. 8. SEGMENTATION •Bikers can be Motivated •Created a Niche Market
  9. 9. TARGETING FOCUS MARKET – Intended for the MASS Market
  10. 10. POSTIONING TATA –NANO was positioned as Logical Upgrade for a family of four with two wheeler It also attracts the small car buyers like Maruti Alto, Maruti 800, etc.,
  11. 11. To Position TATA NANO in a BETTER Way • Position Strategy should be different for rural, urban , and Smaller cities • Promotions were based on “Affordability” Not on attributes like performance, efficiency.. Used Car Market had much competiton
  12. 12. SWOT Analysis • • • • Strength Weakness Opportunity Threats
  13. 13. THANK YOU

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