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Tata Nano was developed as an affordable car for the Indian market. The development process involved generating ideas, concept testing, business analysis, and addressing challenges. Some key points include: 1) The initial concept was a 3-wheeled vehicle but it evolved into a 4-wheeled car that could carry 1 ton for under $2,000. 2) Extensive cost-cutting measures were employed like removing non-essential features to get the price down. 3) The Nano faced questions around safety and competition from used cars but structural tests showed basic modifications could improve safety.
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Tata Nano was initially positioned as the world's most affordable car, targeting lower and middle income families in India. However, this price-based positioning led Nano to be perceived as a "poor man's car" and issues like vehicle fires further damaged its reputation for quality. Tata later repositioned Nano with a focus on features, personalization options, and promoting it as a "smart city car" to move away from perceptions of low quality. The case study demonstrates the importance of developing an effective positioning strategy that considers customer perceptions beyond just price. It also shows how positioning can be detrimental if not properly planned and corrected when needed.
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Tata nano ppt
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- The US, India, China, Israel and Germany have large numbers of automotive startups concentrated in areas like transportation technology, electric vehicles, and connected cars. Total funding for automotive startups has grown significantly from $18B in 2010 to over $40B in 2016.
Maruti suzuki ppt
Maruti Udyog Limited is India's largest car manufacturer. It was established in 1982 through a joint venture between the Government of India and Suzuki Motor Corporation of Japan. Maruti produces a wide range of affordable vehicles to meet different market needs. It has a large domestic market share in India and exports over 50,000 cars annually. Maruti focuses on strong distribution networks, affordable prices, and customer loyalty programs to maintain its market leadership position in India.
Tata Nano
The document provides details on the marketing strategy of the Tata Nano vehicle. It discusses the idea generation and history of Tata Motors, specifications and features of the Nano, its competitive pricing of 100,000 rupees, promotion through publicity and social media, distribution through dealerships, strengths like low price and weaknesses like small size, and post-purchase service plans. The conclusion is that the Nano has the potential to become not just India's future car but a global car if exported successfully.
Connected Vehicle Business Proposal - Pitkraft
Business proposal of an adaptable & simple connected vehicle platform. Pitkraft can be adopted with current production vehicles. In future, Pitkraft can be a platform for connected vehicle & service aggregation.
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Amm presentation
- 1. New product Development TATA Nano Mahesh-A-Kapse
- 2. Development Process of TATA Nano Idea Generation
- 3. Idea Screening Option to make a scooter with two extra wheels at the back for better stability. A three wheeled car like a closed auto- rickshaw.
- 4. Concept testing and development People wanted a four wheeler which was cheap, dependable and strong enough to carry a load of 1 ton. It must be meeting all the safety and regulatory requirement. Each engineer represented a different part of the car: engine and transmission, body, vehicle integration, safety and regulation, and industrial design over six feet can also fit into the car without any discomfort
- 5. Business Analysis Cost COST REDUCTION PARADIGM: Value Engineering Alternatives Establish factory in a tax free zone. Get the tax advantages on infrastructure development. Get the suppliers to establish base near the factory. Get special concessions from State Govt. In short select a manufacturing location where all the advantages could be achieved
- 6. TOTAL SALES ESTIMATION Estimated demand would be twice the demand of Maruti Suzuki 800. Initial projections were at about 500,000 cars per year. Only 10% customers of 9 Million two wheeler market transit to 4-wheelers it shall amount to 50% of the passenger car market share.
- 7. MARKETING Physical Product Evidence Price Processes Place Promotion People
- 8. CHALLENGES FACED DURING THE DEVELOPMENT OF TATA NANO Question of Safety Mass Competitors Motorisation Used car Cases of market fire effect
- 9. Cost cutting features No Radio, Power windows, anti lock brakes, air bags, remote locks or power steering. Rear wheel drive. Analogue speedometer, odometer and fuel gauge. Single windscreen wiper. Three lug nuts on the wheels instead of the usual four. Radio or CD player is optional. No airbags on any model. 624cc rear engine has only 2 cylinder
- 10. Comparison OF Tata NANO with motor bike and Maruti Suzuki 800 Maruti 800 Tata Nano bike Engine 796 cc 623 cc 100 cc Price(OTR) Rs 225,000 Rs 120,000(88%) Rs.45,000 Down Payments Rs 10,000 Rs 10,000 Rs 5000 EMI(60m) Rs 3583 Rs 1833(95%) Rs 667 Kmpl 15kms 20kms 50kms
- 11. Making of TATA Nano The mission began back in 2003 Team led by 32-year-old star engineer Girish Wagh The suppliers Germany's Bosch GKN Driveline India Engineers- team grew to comprise some 500 engineers. Changed the engine designs three times.
- 12. INNOVATIONS INCORPORATED IN TATA NANO Strategic Innovations Focused Innovation
- 13. SWOT analysis of TATA Nano Strengths Weaknesses Price 20 – 50% higher then the proposed rates Small size Technical problems Ease in handling Nano catching fire Good mileage efficiency Political problems convenience to drive in metro traffic Opportunities Threats convenience to drive in metro traffic. Alternatives by competitors younger generation Chevy Spark
- 14. Structural safety tests Its first basic structural safety tests which will becomes Indian structural safety standard in 2012. The aim of the tests was to show that with basic modifications the present car could meet the existing safety.
- 15. Thank you…