Tata aims to develop its car brand in India with innovative and superior value vehicles. Its key product is the Nano, a low-cost small car priced at 100,000 rupees. The Nano is compact at 3.1 meters long and weighs 600 kg. It gets 20 kmpl mileage and has a 623cc engine. Tata promoted the Nano through word of mouth and media coverage of its low price point. However, its plant was moved from West Bengal to Gujarat due to political issues. Tata was offered various incentives from states seeking the new factory.

4. VISIONTo develop TATA into a world class Indian car brand for innovative and superior value vehicles

5. Mission To be the most admired multi-national Indian company producing vehicles that people love to buy To create an organization that people enjoy working for doing business with and investing in

6. A DRIVE TOWARDS… PROSPERITY – “NANO”

7. The product featureLength:- 3.1 mtrWide:- 1.5 mtrHeight:- 1.6 mtrWeight:- 600 KgMileage:- 20 KmplEngine:- 623 ccTop speed:- 95-105 KphGear box:- 4-speed

9. VARIOUS COLOURS OF “THE WONDER CAR”

10. Engine Options – Petrol, Diesel, Hybrid, Electric, Compressed Air

11. Comparison

13. TargetMarketMiddle class families- A family of 4.For young individualsSecond hand car usersCan be used as taxi- customer service-B2B markets

15. Pricing strategyThough the one lakh price tag is not fixed by TATA group, it was the word of mouth of people which fixed that range. This expectation of people creates a big challenge for the company. To accept this challenge the following strategies are followed:-Target costing methodPenetration pricingLow pricing policy with minimum profit margin.

16. Promotion * Enough use of one of the most important element of promotion mix , publicity reduces the necessity of other promotional devices for nano. Nano got publicity in the following ways:-* Publicity as “One lakh car” by mouth to mouth.

17. * Auto expo 2008,New Delhi & Geneva

18. * Publicity through print & electronic media.

19. * Internet will be a major media for advertising. * For other type of promotional activities ,cost factor that is 1 lakh price tag is to be keep in mind, TATA is going to launch its nano mobile for indicom user, nano watches , nano T-shirts available in Westside stores . *Advertising:- TV & other mass media will be less effective, thus too much money will not be invested in this regard . Mainly word of mouth advertising will get more emphasis

20. Online buzz:-Nanohas gone beyond the traditional methods of advertising and promotion online .

21. Social Media communities:-

22. Official Orkut community Members - 6,906.

23. Official Facebook Group Fans - 4,210

24. Highest View Count on You Tube- 303,006 (it was just under 3,00,000 when I began writing this post)

25. No. of Blog Posts - 61,664

26. TATA have a blog on the official website where they have been discussing quite interesting topics and generally maintaining an active communitydistributionTATA, it’s business has been extended to the overseas i.e. to the Europe, Africa, U.S & Australia.

27. Hence it has n-number of showrooms in India & outside of India.

28. The exclusive showrooms are the best distribution channels for TATA itself.PriceMileageStyleBrand NameFirst InnovationStrengthsFiber Body Low Suspension Light Weight Not Suitable for Hilly Areas Delay due to SingurWeakness

29. Opportunities Bikers can be motivated

30. Auto rickshaw & second hand marketThreats Other competitors

31. Traffic Congestion

32. New Regulations

34. WORLD’S 5 CHEAPEST CARS1. Cheapest cars Tata Nano

35. 5. Cheapest cars S-RV Mini SUVLaunched in 1998, the HQ or Haoqing S-RV belongs to the HQ series by Geely Automobile, China. This five-door, five-seater is very roomy, adjustable pitch seats, The basic model is priced at $5,780.

36. 2. Cheapest cars Chery QQ3 city car marketed in 2003. In China, it is sold for 29,000-50,000 Remnibi, while internationally it is priced at $5,000. antilock brake systems, dual front airbags, power windows and a Euro-III compliant engine with air-conditioning.

37. 3. Cheapest cars Maruti 800Introduced in 1983, 800cc engine, great fuel efficiency and low maintenance cost. Tagged at $5,200, it is available in both AC and non-AC versions.

38. 4. Cheapest cars: Merrie StarMade by China-based Geely Automobile, four doors , riced at $5,500, it was launched in 2005 engine size ranging from 1.0 to 1.3 litres, Geely exports this model to Southeast Asia and Africa.