1) Tata Nano is India's most affordable car launched by Tata Motors with a goal of providing affordable transportation. 2) The Nano faced many challenges including engineering difficulties in achieving its low price point, factory issues that led to relocating production, and initial quality problems. 3) While the Nano received much publicity for its low price, its marketing campaigns were not always successful and did not portray the car in a way that appealed to Indian prestige and status expectations.

1. TATA NANO
AASHNA LUTHRIA 002
ANSHUMAN DANDRIYAL 016
DISHA GANDHI 022
SHREYANSH DARUKA 047
VIDHIKA JHUNJHUNWALA 055

2. TATA MOTORS
Tata Motors Limited is India’s largest automobile
company, with consolidated revenues of INR
2,32,834 crores (USD 38.9 billion) in 2013-14.
TheTata Motors Group’s over 60,000
employees are guided by the mission “to be
passionate in anticipating and providing the best
vehicles and experiences that excite our
customers globally.’'
Established in 1945
The company’s manufacturing base in India is
spread across Jamshedpur (Jharkhand), Pune
(Maharashtra), Lucknow (Uttar Pradesh),
Pantnagar (Uttarakhand), Sanand (Gujarat) and
Dharwad (Karnataka).

3. STORY BEHIND NANO
Mr. Ratan Tata’s
dreams of
replacing
scooter with a
affordable car

4. DIVIDEDTHOUGHTS
“We can not make a Rs one lakh car. Our engineers have said they cannot do it.”
- Shinzo Nakanishi, MD Maruthi Suzuki India
“Since, a promise is a promise the standard dealer version will cost Rs 1 lakh.”
- RatanTata releasing the Nano to the world
“I am having nightmares”
- Chief U.N. climate scientist Rajendra Pachauri.
“The Rs one lakh car is a good decision and a good intention, but as far as Volkswagen is concerned
producing a Rs one lakh car is a pure no because meeting the quality standards and safety is not
feasible at all in such a model.”
- Andreas PrinzVolkswagen Group Sales India Managing Director (Passenger Cars)
“I think it’s a moment of history and I’m delighted an Indian company is leading the way.“
– Anand Mahindra of Mahindra and Mahindra Ltd

5. THE REPUTATION OF DECADES
TATA GROUP
• The international brand consultancy Brand Finance has ranked the over $100-billion conglomerate,
Tata Group, as 39th most valuable brand in the world.
• In 2009 the Tata Group was ranked 11 in the world's top 100 reputable companies by Forbes
Magazine.
TATA NANO
• Poor man's car.
• Have to trade their family's safety for a low price tag.
• On March 21st, 2010 a Nano caught fire in Mumbai followed with another catching fire on NH8
near Anand, Gujarat on April 7th, 2010.

6. AWARDS WON

7. MEDIA RELATIONS
Sources
EconomicTimes
Tata Nano - www.tatanano.com

8. ECONOMICTIMES COVERAGE
• Auto Expo 2012:Tata Nano is not a flop, just an opportunity
wasted: RatanTata.
• Tata Motors to sell Nano merchandise on Ebay.
• Popular small cars Alto, i10, Nano fail crash test: Global NCAP.
• Tata Motors' Nano strategy was flawed, say experts.
• Tata Nano catches fire.

12. FAILURETO RESPONDTO PUBLIC
COMPLAINTS.

13. PUBLIC RELATIONS
CAMPAIGNS
Sources
MTV
Twitter
www.lighthouseinsights.in
www.campaignindia.in

14. “NANO” PUBLICITY
• Planned on using unconventional mediums like web search, viral marketing and
innovative public relations-driven campaigns.
• In papers the news in brief is called ‘Nano news’ and television advertisement
breaks are called ‘Nano breaks.’
• Other initiatives include online games, merchandise and accessories like Nano
brandedT-shirts, key chains, teddy bears and watches.
• Typical car launches have advertisement budgets of Rs 20-30 crore. ButTata
Nano’s budget was no more than Rs 5 crore.

15. LAUNCH CAMPAIGN
As the target audience was that which has not
owned a car before, the campaign is centred
around being informative and offers a lot of
opportunities for consumer feedback.

16. VIDEO

17. LAUNCH ADVERTISEMENT
• Depicts the sentiments of anticipation and joy surrounding
the arrival of the Nano into a family.
• Launch film centred on bringing home 'khushiyan' (joys).
• Targeted people belonging toTier 2 andTier 3 towns -
people who're either looking to replace their two-wheelers
with a car, or have no private transportation and thus aspire
to buy their first car.

18. WHY DIDTHIS CAMPAIGN FAIL?
• Buying a car in India is associated
with social status and prestige; if a
person owns a car, he is assumed
to be successful and settled.
• The usage of the word ‘cheap’ in
its marketing campaigns spoiled
everything. It had to be subtle yet
hidden from the promotional
messages.

19. BIDDING
WARS
On 13th January, 2014, Tata
Motors Ltd. launched Nano
Twist, targeting the growing
customer base of trendy,
young urbanites.
Leveraged Influencers or
micro-celebrities.
The campaign ran for only three days where the brand engaged with the target audience, tremendously, via
the 6 influencers. Each influencer was assigned an individual hash tag named after the 6 color variants of the
car.The common hash tag to be used was #NanoBiddingWar

20. RESULT
• The campaign’s reach was entirely organic with 143 million impressions, 240,000 mentions and over 13,000
retweets.
• #NanoBiddingWar was trending in India for the entire duration of the campaign and it also trended worldwide for
2 days.

21. NANO DRIVES WITH MTV
• MTV and Tata Nano created history by organizing
India’s first 21 day social road trip called “Drive
With MTV’. where 4 teams formed out of 16
participants, had to undertake a road trip of
2500 kms in 21 days, armed with a Tata Nano
and Rs. 50K each.
• Each team had a social media engagement
score based on the likes, comments, video views,
etc. accumulated by posting content on social
media sites and driving engagement through their
social network.

22. SUNBURN
ARENA
Powered byTata Nano’s
Awesomeness Live

23. CRISIS
Source
LiveMint
EconomicTimes
TheTelegraph

24. • Nano factory ofTata Motors at Singur
in Hooghly district,West Bengal, India.
• Plant construction begins 21/01/2007
• Scheduled delivery by 2008
• 1984 Land Acquisition Act
• Ford Deal
THE BUILD
UP
THE WRATH OF DIDI

25. VIDEO

26. • Mamta Banarjee ledTMC launches
public protests.
• Hundreds of farmers block the
road.
• 28 months of effort and crores of
capital.
• Conflict of ideologies.
THE CRISIS
THE WRATH OF DIDI

27. THE WRATH OF DIDI
• Tata Group announces pull out
03/10/2008
• Suswagatham.
• 14 months and on the road.
THE
RESPONSE

29. VIDEO

30. CORPORATE SOCIAL
RESPONSIBILITY
Source
Annual CSR Report 2013-14,Tata Motors
Sustainability Report 2012-13 & 2013-14,Tata Motors

31. TATA NANO
INNOVATIONS AND CSR
• More fuel efficient with a 2 cylinder MPFI engine
• Tata Nano will meet European emissions standards
on exhaust.
• TATA NANO reduces exterior noise of the vehicle
by 2 dBA.

32. RUN FOR CAUSE
Tata Motors Thailand provided
its Nano, Super Ace City Giant
and Xenon vehicles to carry
supplies for runners in the
"Emporium & Punky Runners:
Run for Japan" charity activity to
raise funds to help people
s t r i c ke n by t h e r e c e n t
earthquake and tsunami in
Japan.

33. TATA MOTORS
A FORCE FOR GOOD
• Arogya
• Amrutdhara
• Vidyadhanam
• Kaushalya
• Vasundhara
• Affirmative Action
• Employee volunteering
• Rebuilding lives

34. VASUNDHARA

35. VIDYADHANAM