The document provides background information on Tata Motors and the development of the Tata Nano vehicle. It discusses the history of Tata Motors dating back to 1945, its expansion into commercial vehicles and acquisition of Jaguar and Land Rover. It then focuses on the idea and development of the Nano as an affordable car for middle-class Indian families, its production facilities, marketing strategies including both online and offline approaches, and competitors in the market.

1. NANO
THE PEOPLE’S CAR…..
AMBRISH
SREERAM
CHARAN
NASEER
OOHA SREE
SHIVA
VAMSEE

2. SEEDS OFDREAM
I observed families
riding on two-wheeler
thefather driving the
scooter, hisyoung kid
standing in front of
him, hiswifeseated
behind him holding a
littlebaby. It led meto
wonder for such acar
which issafe& affordable
to any middleclassfamily.

10. History
Tata group was founded by JAMSHEDJI TATA in 1945.
Formerly known as TELCO (Tata Engineering & Locomotive
Company)
The headquarter of Tata group is in Mumbai.
Tata motors is a part of Tata group.
It tied-up with Daimler-Benz and entered Commercial vehicle segment
in 1954.
 In 1992, it entered Small vehicle segment.
Indicia was launched in 1998 the first indigenous passenger car of
India

11. TELCOto TATA MOTORS:
• TELCO changed into TATA MOTORS in
2003.
• Most successful Experiment in 2005- TATA
ACE
• Jaguar and Land Rover Acquisition in 2007.
• To cater in to higher end segment in the
market.
• Land Rover was reputed for making rugged
vehicles with strong off-road capabilities.

12. Plants
Jamshedpur:- Truck Factory, Engine
Factory, Cab & Cowl
Factories.
Pune:- Production Engineering Division,
press tools, jigs, fixtures, gauges, metal pattern and special tools
Lucknow:-Manufacturing of Commercial Vehicles,modern Buses,
CNG & RE Buses.
Patnagar:-Manufacturing of mini-truck Ace and the passenger
carrier Magic.
Sanand:- Manufacturing of Tata Nano.

13. Work
Specializations
Passenger & Utility Vehicles:- Tata Sumo,Tata Safari,Tata Indica,
Tata Indigo, Tata Marina,
Tata Winger,Tata Magic,
Tata Nano
Commercial Vehicles:- Tata Ace,Tata 407 Ex and Ex2,Tata 709 Ex,
Tata 809 Ex and Ex2, Tata 909 Ex and Ex2,
Tata 1109,Tata Starbus.

14. Concept Vehicles:- Aria Roadster, Aria Coupe, Tata Indiva,
Tata Xover, Tata Prima.
Military vehicles:- Tata LSV, Tata 2 Stretcher Ambulance,
Tata 407 Troop Carrier, Tata SD 1015 TC.

15. NANO DC

17. Idea Screening
A four wheeled open car with safety side bars?
Rolled up Plastic curtains in place of windows?

19. VENDORS

20. “Most admired by our
customers, employees,
business partners and
shareholders for the
experience and value
they enjoy from being
with us.”
“To be passionate in
anticipating and
providing the best
vehicles and
experiences that excite
our customers globally.”

21. Launch of TATA Nano 2009
A Promise
is
A Promise
– Ratan Tata

22. TATA- management Thinking and Acting leads to employee
Thinking and Acting.

23. Competitors
o Present nearestPresent nearest
rivalsrivals
o
• 1. Maruti Alto 800
Price: 2.44 - 3.56 lakh
Mileage: 22.74 Kmpl
• 2. Hyundai EON
Price: 2.73 - 3.76 lakh
Mileage: 21.1 kmpl

24. Comparison in engines and capacity
TATA NANO Maruti ALTO 800 Hyundai Eon
•0.6 litre capacity engine,
•Four valved.
•Two cylinder MPFI Which
gives out power of 37.4bhp
@ 5500rpm.
•0.8 litre capacity engine,
•9 valved.
•SOHC engine which
generates power 55.2 bhp.
•0.8 litre capacity engine.
•Nine valved.
•F8D engine spectra
premium Fuel tank.
•Power output delivered is
47.3bhp.

26. Competitors
• 1.Tata Indica V2
Price: 3.99 - 4.33 lakh
Mileage: 17.88 kmpl
• 2.Tata Venture
Price: 4.57 - 5.34 lakh
Mileage: 15.42 kmpl
o Present nearest
rivals
oInternal competitorInternal competitor

27. Competitors
Present nearest
rivals
Future competitorFuture competitor
Engine
600cc petrol car.
Petrol mileage-15kmpl.
Diesel mileage -16-18kmpl

28. Marketing Mix

30. Marketing Strategies.
• Online Marketing
• Offline Markting
For marketing strategy Tata
had use conventional media in
an unconventional manner.
Only innovative use of print,
radio and other media.

31. Online Marketing
The major sections of the site are:The major sections of the site are:
a.a. Galary (both pictures and videos).Galary (both pictures and videos).
b.b. Games.Games.
c.c. Community.Community.
d.d. Why Nano?Why Nano?
e.e. Booking DetailsBooking Details
OnlineOnline
Social Media
Nano Game
Website: www.tatananodc.com
DC

32. Online Marketing
 FacebookFacebook
 BlogBlog
 OrkutOrkut
 YouTubeYouTube
Online
Social MediaSocial Media
Nano Game
DC

33. Online Marketing
The game byThe game by zapakzapak was a great move towas a great move to
spread word about the car.spread word about the car.
Online
Social Media
Nano GameNano Game

34. Offline Marketing
OfflineOffline
Print Media
Collaborations: Tata partnered with a few banks for
releasing application forms.
Leveraging Existing Infrastructure: People can find
Nano merchandise, application forms and demo cars in
Tata Indicom, Titan, Croma and Westside stores.
TV: Tata also invest heavily into TV comercials.

35. Offline Marketing
Offline
Print MediaPrint Media
 The grand RelaunchingThe grand Relaunching
ceremony of Tata Nano wasceremony of Tata Nano was
covered by all kind of mediacovered by all kind of media
personal.personal.
 International motor show atInternational motor show at
GenevaGeneva
 Business tycoon.Business tycoon.