Nano sales ppt (dhirendra suman,bimhrd)

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NANO PPT (DHIRENDRA SUMAN)

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Nano sales ppt (dhirendra suman,bimhrd)

  1. 1. •Indias record in road deaths has touched a newlow, 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.
  2. 2. DREAM OF RATANTATA NANO
  3. 3. VISION
  4. 4. 1. GEOGRAPHYICAL 2. FAMILY SIZE3. DEMOGRAPHICAL4. INFRASTRUCTURE
  5. 5. MARKET
  6. 6. MARKET REPORT
  7. 7. CONCENTRATE ON TIER II & TIER IIICITIES
  8. 8. The middle class segment in boomtowns by 20161500010000 5000 2007-08 0 2015-16 2015-16 2007-08
  9. 9. More than half of the households will be middle class by 2016 Chart Title100% 90% 80% 70% high income 60% middle class 50% 40% aspirants 30% low income 20% 10% 0% 1998-99 2001-02 2004-05 2007-08 2015-16
  10. 10. Automotive Component Manufacturers Association of India (ACMA)
  11. 11. Automotive Component Manufacturers Association of India (ACMA)
  12. 12. Automotive Component Manufacturers Association of India (ACMA)
  13. 13. Automotive Component Manufacturers Association of India (ACMA)
  14. 14. Automotive Component Manufacturers Association of India (ACMA)
  15. 15. - 23rd SEPTEMBER,2010
  16. 16. ‘ROADS’ TO SUCCESS » »»» (SOURCE: GOVERNMENT OF INDIA, MINISTRY OF ROAD TRANSPORT & HIGHWAYS,2008-09)
  17. 17. ‘ROADS’ TO SUCCESS » »»» (SOURCE: GOVERNMENT OF INDIA, MINISTRY OF ROAD TRANSPORT & HIGHWAYS,2008-09)
  18. 18. PRICING STRATEGY
  19. 19. PERSONALIZATION• Tata launched two special editions of Nano at Auto Expo 2010• Called “Nano for him” & “Nano for her”.
  20. 20. TARGET MARKET SEGMENT
  21. 21. CONSUMER SEGMENTATION URBAN & SEMI-URBAN AREA:- •SEC-A •SEC-B Which Which Is Shown In This Table:-Economic status SEC-A SEC-B SEC-C SEC-D SEC-EAverage Monthly 18549 10911 6776 5112 4219Household Income
  22. 22. SEGMENTATION CONTINUED…………• Segmentation In Different SEC’S is Shown in this Graph:- 100% 80% 60% upto 12500 40% 12500-25000 25000 Above 20% 0% SEC-A SEC-B SEC-C SEC-D SEC-E
  23. 23. URBAN INDIAN CONSUMER PYRAMID Sec-a Sec-b 105 million 30% Sec-c 79 million 23% Sec-d Sec-e 159 million 47%
  24. 24. 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%
  25. 25. DEMOGRAPHIC ANALYSIS ofBANGALORE CITY AS SAMPLE • PROFESSION BASIS • AGE BASIS • GENDER BASIS
  26. 26. PROFESSION BASIS
  27. 27. AGE BASIS
  28. 28. GENDER BASIS
  29. 29. Competitive Analysis•Maruti 800;with almost equal features to nano •Maruti Alto(std):2.60lakh and 1 yearwarranty and 3 free service. Under truevalue initiative you can get your old car exchanged. •Bikes: Price between (50000-80000) with engine capacity between (120cc- 220cc)
  30. 30. Nano Vs Maruti 800
  31. 31. TECHNICAL SPECIFICATIONDESCRIPTION TATA NANO MARUTI 800LENGTH 3100mm 3335mmBREADTH 1500mm 1440mmHEIGHT 1600mm 1500mmWHEELBASE 2230mm 2175mmENGINE 624cc; 2 Cylinder 796cc; 3 cylinderMILEAGE 20kmpl 15kmplWEIGHT 600kg 650kg
  32. 32. Variants Models Ex-showroom prices Nano Standard Rs 1,23,360 Nano Deluxe-Cx Rs 1,51,360 Nano luxury-Lx Rs 1,72,360 Engine Options – Petrol, Diesel, Electric. Diesel EnginePetrol Engine Jointly developed with Diesel Engine2 cylinder petrol all aluminium Engine specialist FEV624 cc 684 ccBosch multi-point fuel injection (mpfi) Smallest Common Rail Turbocharged Diesel engine
  33. 33. Vehicle SummaryBody Type HatchbackSeating Capacity 4Transmission 4 Speed ManualSuspension McPherson strut & Independent coil springBrakes Front Disk, Rear DrumKerb Weight 580 KgsFuel Tank 30 LitersGround Clearance 180 mmWheels 12 inch
  34. 34. • 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
  35. 35. Car exceeds current regulatoryrequirements with a strong passengercompartment, crumple zones, intrusionresistant doors, seat belts, strong seatsand anchorage.
  36. 36. CRASH TEST OF ‘NANO’
  37. 37. CRASH TEST OF ‘CHERRY’
  38. 38. PROMOTIONS
  39. 39. PROMOTIONS
  40. 40. DISTRIBUTION
  41. 41. 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.
  42. 42. 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
  43. 43. NICHE HIGHER CLASS UPPER MIDDLE CLASSMIDDLE CLASS
  44. 44. 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
  45. 45. FUTURE MARKET- ‘nano taxi’
  46. 46. REACTIONS ABOUT NANO• "Its 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 Renaults.• "Its good product but its 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
  47. 47. 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.
  48. 48. AWARDS

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