TATA Nano sales ppt
Upcoming SlideShare
Loading in...5
×
 

TATA Nano sales ppt

on

  • 13,237 views

case study of TATA NANO- BIMHRD,PUNE

case study of TATA NANO- BIMHRD,PUNE
by DHIRENDRA SUMAN

Statistics

Views

Total Views
13,237
Views on SlideShare
13,228
Embed Views
9

Actions

Likes
1
Downloads
969
Comments
2

3 Embeds 9

http://www.brijj.com 4
http://www.docshut.com 3
http://tychong.umuc.edu 2

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

TATA Nano sales ppt TATA Nano sales ppt Presentation Transcript

  • THE PEOPLE’S CAR
    PRESENTED BY :
    DHIRENDRA SUMAN
    MONIKA THACKAR
    DEEPESH SETHI
    GAGAN BAZWA
    • India's record in road deaths has touched a new low, as toll rose to at least 14 deaths per hour in 2008 against 13 the previous year. While the toll was only 84,430 in 2003, it crossed 1.18 lakh in 2008,In fact, 4.69 lakh people were injured in road accidents in 2008, nearly four times the total death toll.While trucks/lorries and two-wheelers were responsible for over 40% deaths.
  • DREAM OF RATAN TATA
    NANO
  • The People’s Car
  • VISION
  • INTRODUCTION
    • The Tata Nano was introduced at the 9th auto expo by Tata Motors in New Delhi, India on Jan. 10, 2008.
    • Car delivery to customers started in July, 2009.
    • Tata Nano is made for medium class family, it is Small, affordable and Stylish Car.
    • The car itself is expected to boost the Indian Economy as well as expand the Indian car market by 65%, according to rating agency CRISIL.
  • MARKET
    POTENTIAL
  • 1. GEOGRAPHYICAL2. FAMILY SIZE3. DEMOGRAPHICAL4. INFRASTRUCTURE
  • MARKET
    India's car market is a huge draw because car penetration is just seven per 1,000 people, compared to 550 per 1,000 in such countries as Germany or 476 in France, according to the Society of Indian Automobiles.
  • MARKET REPORT
  • CONCENTRATE ON TIER II & TIER III CITIES
    Source : MGI report
  • Source : MGI report
  • Source : MGI report
  • Source : MGI report
  • The middle class segment in boomtowns by 2016
    Source: Marketing White Book ‘09
  • More than half of the households will be middle class by 2016
    Source: Marketing White Book ‘09
  • Automotive Component Manufacturers Association of India (ACMA)
  • Automotive Component Manufacturers Association of India (ACMA)
  • Automotive Component Manufacturers Association of India (ACMA)
  • Automotive Component Manufacturers Association of India (ACMA)
  • Automotive Component Manufacturers Association of India (ACMA)
  • JD POWER Report
    - 23rd SEPTEMBER,2010
  • ‘ROADS’ TO SUCCESS » » » »
    (SOURCE: GOVERNMENT OF INDIA,
    MINISTRY OF ROAD TRANSPORT & HIGHWAYS,2008-09)
  • ‘ROADS’ TO SUCCESS » » » »
    (SOURCE: GOVERNMENT OF INDIA,
    MINISTRY OF ROAD TRANSPORT & HIGHWAYS,2008-09)
  • SWOT
    ANALYSIS
    • Low Price & Stylish
    • High fuel efficiency
    • Space-Internal-21% more than Maruti- 800 External-8% less than M-800
    • Tested successfully
    • Less Boot space
    • No Headlight levellers
    • Not fit for hilly terrain
    • Small Tyre
    • No passenger side mirror
    Weakness
    Strength
    • Created a Niche market
    • Diesel & Electric variant
    • Royalty
    • Developing low price engine
    • Auto Finance
    • Create Employment
    • New competitor – Bajaj, Cheery, Honda Siel, GM etc.
    • REVA an electric car.
    • Traffic congestion.
    • Government may increase taxes in metros.
    • Rising cost of raw material.
    • Reducing Parking Space.
    Opportunity
    Threat
  • STRATEGIC
    FRAMEWORK
  • PRICING STRATEGY
    • Though the one lakh price tag was not fixed by TATA group, it was the word of mouth of people which fixed that range. This expectation of people creates a big challenge for the company. To accept this challenge the following strategies are followed:-
    Target costing method
    Penetration pricing
    Low pricing policy with minimum profit margin.
  • WHAT MAKES IT SO CHEAP
  • PERSONALIZATION
    Tata launched two special editions of Nano at Auto Expo 2010
    Called “Nano for him” & “Nano for her”.
  • “Nano for her" comes with decorated interiors – cocktail red spilled over dashboard, seats and central console. Exteriors too get floral pattern to lure the fair sex.
  • “Nano for him" is available in an exclusive wild lime colour shade. It also gets leather seats and door pads.
  • TARGET
    MARKET
    SEGMENT
  • TARGET MARKET SEGMENT
    • Two wheeler market.(nearly 75% of Indian population travels on two wheeler)
    • Second car user.
    • Middle and lower income group people.
  • CONSUMER SEGMENTATION
    URBAN & SEMI-URBAN AREA:-
    • SEC-A
    • SEC-B
    Which
    Which Is Shown In This Table:-
  • SEGMENTATION CONTINUED…………
    Segmentation In Different SEC’S is Shown in this Graph:-
  • URBAN INDIAN CONSUMER PYRAMID
  • Contd……………
    Target Area is sec-a & sec-b
    (a) More people in between income 12500-25000
    (b)SPENDING ON PUBLIC CONVEYENCE:
    (i) sec-a=13%
    (ii) sec-b=12%
  • DEMOGRAPHIC ANALYSIS
    PROFESSION BASIS
    AGE BASIS
    GENDER BASIS
  • PROFESSION BASIS
  • AGE BASIS
  • GENDER BASIS
  • Competitive Analysis
    • Maruti 800;with almost equal features to nano
    • Maruti Alto(std):2.60lakh and 1 year warranty and 3 free service. Under true value initiative you can get your old car exchanged.
    • Bikes: Price between (50000-80000) with engine capacity between (120cc-220cc)
  • Nano Vs Maruti 800
  • TECHNICAL SPECIFICATION
  • Nearest Domestic Car Rival:
    Maruti 800, Reva, Oreva Super
  • Nearest International Rival:
    China's Cherry QQ which retails for 3,600 dollars.
  • Engine Options – Petrol, Diesel, Electric.
  • Creating and sourcing new capabilities
    Various companies reached out for making the world’s cheapest car:
    Germany’s Bosch – new engine management system
    Italy’s I.DE.A. – styling n interior deign
    India’s Sona Koyo – light weight steering shaft
    Japan’s Toyo – engine cooling module
    Germany’s Behr – heating, ventilating & air – conditioning system.
    India’s Madras rubber factory – tougher than normal rear tires
  • SAFETY
    Car exceeds current regulatory requirements with a strong passenger compartment, crumple zones, intrusion resistant doors, seat belts, strong seats and anchorage.
  • CRASH TEST OF ‘NANO’
  • CRASH TEST OF ‘CHERRY’
  • SALES
    PROMOTIONS
  • PROMOTIONS
    * Enough use of one of the most important element of promotion mix , publicity reduces the necessity of other promotional devices for nano. Nano got publicity in the following ways:-
    * Publicity as “One lakh car” by word of mouth.
    * Auto expo 2008,New Delhi & Geneva.
    * Publicity through print & electronic media.
    * Internet will be a major media for advertising.
  • PROMOTIONS
    Online buzz:-Nano has gone beyond the traditional methods of advertising and promotion online .
    Social Media communities:-
    Official Orkut community Members – 11,448
    Official Facebook Group Fans – 9,191
    Highest View Count on You Tube- 303,006 (it was just under 3,00,000 when I began writing this post)
    No. of Blog Posts - 61,664
    TATA has a blog on the official website where they have been discussing quite interesting topics and generally maintaining an active community
  • Website of ‘nano’
  • NANO - GEARS
  • PROMOTIONS
  • PROMOTIONS
  • SOCIAL MEDIA
  • DISTRIBUTION
    • TATA, it’s business has been extended to the overseas i.e. to the Europe, Africa, U.S & Australia.
    • Hence it has large number of showrooms in India & outside of India.
    • The exclusive showrooms are the best distribution channels for TATA itself.
  • SERVICE MIX
    As Tata is going to provide this car with rupees one lakh only, so it may not give the same service like it’s other vehicles.
    • But it’s post purchase services will be better than a costlier bike.
    • Customers will get minimum three services from Tata in any of it’s servicing center, all over the country.
  • OUR SELLING STRATEGY
    • Awareness campaign through advt. tools, projecting as VALUE ADDED PRODUCT (more mileage,safety,easy to buy, very convenient to drive).
    • Persuasive advertisement justifying switching over to 4 wheeler from 2 wheeler (considering safety at a low cost and non affordable medical expenses in case of an accident i.e. 2wheeler are more prone to accident).
    • Target middle & lower middle cost, income ranging 2 lakhs - 4 lakhs per annum
  • NICHE
    HIGHER CLASS
    UPPER MIDDLE CLASS
    MIDDLE CLASS
  • FUTURE MARKET
    • Can be used in hotels as a pick n drop vehicle.
    • Parents can be encouraged to provide their children with nano instead of 2- wheelers, to ensure safety.
    • Project Nano as pollution free & environment friendly
    • Strike a deal with builders & colonisers like Eldico ,DLF , Sahara etc. to give Nano to each flat buyer because small cost of Nano can be easily absorbed in huge cost of property & thus making the flat purchase more attractive
  • FUTURE MARKET- ‘nano taxi’
  • REACTIONS ABOUT NANO
    "It's a good historic moment for the Indian auto industry and also a proud one indeed that an Indian company took a step forward on this road. Its an up gradation for an auto wheeler rider to by a car now.“
    Rajesh Jejurikar, Managing Director, Mahindra and Renault's.
    "It's good product but it's still too early to say whether it will overtake the 800 because it caters to a totally new market segment.”
    Said Jagdish Khattar, Former MD of Maruti Udyog Limited
  • REACTIONS ABOUT NANO
    "Meeting the proper quality standards and safety is not feasible at all in such a model.Andreas Prinz, Managing Director (Passenger Cars), Volkswagen Group Sales India.
    "I think it is a great thing for India because mobility is giving new opportunities. I hope Tata drives to great success with the Rs one lakh car, but it is not included in our plan.“
    Thomas Kuehl, Board Member, Skoda Auto India.
  • AWARDS
  • THANK YOU