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The People's Car
- 2. Evolution of Innovation Inputs/Idea Requirements/ Constraints Design and Development Manufacturing Marketing & Distribution
- 3. Genesis
- 4. TATA Group • Founded by Jamshetji N Tata in 1868 • TATA Motors • Operations in more than 85 Countries • Strong Focus on R&D
- 5. Requirements •Cost •Regulatory and Safety Standards •Performance
- 6. Challenges • Small size can’t reduce Cost that much • Still a Large Barrier from 2 Wheeler to 1 Lakh considering Maintenance Cost • 85% Outsourcing • Location of Base Plant • Uncertainties Associated with New Product • Operational Cost • Complicacy with Product Specification
- 7. Design & Development • Rear-Engine Rear-Wheel Drive • Two-Cylinder Engine w/o Turbo-Charging, Inter- Cooling etc. • Capacity of Engine increased from 543 cc to 586 cc and eventually 624 cc.
- 8. Manufacturing • Procurement of Raw Materials to facilitate Suppliers • Setting Up of Plant • Land Acquisition Challenges • Quick Relocation with Simultaneous Production
- 9. TATA nano
- 10. Technical Specifications • Price: 1.0 lakh onwards • Engine: 624cc, in-line, twin-cylinder • Power: 34PS@5500rpm • Torque: 48Nm@2500rpm • Gearbox: 4-speed manual; Cable operated • Top Speed: 95-100kmph (Speculated) • Fuel Efficiency: 20kmpl (claimed) • Length: 3100mm • Width: 1500mm • Height: 1600mm • Wheelbase: 2230mm • Ground Clearance: 180mm • Fuel Tank Capacity: 15lt. • Kerb Weight: 600kg.
- 11. Distribution & Marketing • Through Non-Traditional Channels • Satellite Mini-Factories • Competition Analysis • “Now You Can” • Necessary v/s Desirable • Lakhtakiya • SMA Campaigns
- 12. Comparison
- 13. Impact of Nano • New Ventures • Drop in Price of Second Hand Cars • India's claim-for-fame in the International-Media • Employment Opportunities across India
- 14. Estimation Analysis • Initial Capacity 50,000 Cars • Sanand Plant Capacity to be 250,000 • Sales through Booking System • Demand Assessment
- 15. Takeaways • Innovation for the Masses • Coordination among Suppliers, the Design Team and the Sourcing Team • Issues with Marketing Thank You !!