The Tata Nano, launched in 2008 as an affordable city car aimed at motorcycle riders, initially saw success but ultimately failed due to price increases, safety concerns, and poor build quality. Despite its marketing strategy targeting lower-middle-class individuals and early high sales, production ceased after the model struggled to meet consumer expectations. The Nano is considered one of Tata Group's biggest failures in the automotive industry.

1. Amity university Patna
Brand Management
A Case Studyon TataNano
Junnykumari

2. Introduction
 The Tata Nano is a compact city car that was manufactured and
marketed by Indian automaker Tata Motors over a single generation,
primarily in India, as an inexpensive rear-engined hatchback
intended to appeal to current riders of motorcycles and scooters —
with a launch price of ₹100,000 or US$1,300 on 10 January 2008.
 After successfully launching the low cost Tata Ace truck in 2005,
Tata Motors began development of an affordable passenger car that
would appeal to the many Indians who ride motorcycles.

3.  The Nano was driven by a petrol engine. Though several variants
were proposed, none were put into production. An upscale version
was shown at an auto show.
 2010 Bloomberg UTV-Autocar car of the year. 2014 India's Most
Trusted hatchback car, according to The Brand Trust Report 2014
edition
 The Nano's design implements many measures to reduce
manufacturing costs. Comparison with the Maruti Alto 800, the Tata
Nano's closest competitor.

4. Tata Nano
 The Nano CNG emax was launched in
October 2013. It could run on either
gasoline or compressed natural gas.
Initially, it was to be sold in Delhi and
parts of Maharashtra and Lucknow
where CNG was available at fuel
outlets.

5. Marketing plans and strategies
 Basically for middle class or lower middle
class people.
 Cost was very less i.e 1 lakh.
 Person having salary less salary can also
buy this car.
 It was expected that tata nano would brought
revolutionary change in auto mobile
industry.

6. Why Nano Failed ?
 Cheapest vehicle.
 Price increased from 1 lakh to 2.59 lakh.
 Reported to catch fire.
 Poor ride comfort and stability issues due to
light weight body.
 Cheap material used very poor built quality.
 Unable to reach its target audience.

7. End result
 Production stopped permanently.
 Initial months sales were high.
 In 2013 Tata nano tried to comback in the market
but again failed.
 Nano was the biggest failure of tata group.

8. Thank you !