Marketing Strategy Analysis of Nano Car

2.  “Dream-dream and dream, because dream
gives vision, vision gives thoughts and finally
thoughts lead to the action".
By India's former President Dr. A.P.J. Abdul Kalam
 Dreams also give you an idea to change yours
and other life.

3. An idea can change
your LIFE

5.  Mr. Ratan Tata
I observed families
riding on two-wheeler
the father driving the
scooter, his young kid
standing in front of
him, his wife seated
behind him holding a
little baby. It led me to
wonder for such a car
which is safe &
affordable to any
middle class family.

6. The ONE lakh car that drives ONE
billion dreams…

7. 7
 The project has literally become India's claim-for-fame in the
international-media due to
Tata Motors' innovation in developing the car, as well as keeping
it low in price.
 The car itself is expected to boost the Indian Economy
create entrepreneurial-opportunities across India,
expand the Indian car market by 65%.
 Mr.Ratan Tata, Chairman of the Tata Group and Tata Motors,
who has described it as an eco-friendly "people's car".

8. 8
 Nano has been greatly appreciated by many sources and the
media
for its low-cost and
eco-friendly initiatives which include using compressed-air as fuel
and an electric-version.
 Tata Group is expected to mass-manufacture the Nano in very
large quantities,
particularly the electric-version, and,
besides selling them in India, to also export them world-wide.
 The Tata Nano is
a rear-engine,
four passenger

9. 9
•The People’s Car,
designed with a family
in mind, has a roomy
passenger compartment
with generous leg space
and head room.
• It can comfortably
seat four persons.
•Four doors with high
seating position make
ingress and egress easy.

10. 10
 The Tata Nano uses plastics and adhesives rather than welding.
 Introducing the car with an artificially low price through govt-
subsidies and tax-breaks,
 Using vertical-integration, or partially using inexpensive polymers
or biodegradable plastics instead of a full metal-body.
 It has no AC, no power steering, no power windows, no power bells
and whistles.

11. 11
 The Nano's boot does not open, instead the rear seats can be
folded down to access the boot space.
 It has a single windscreen wiper instead of the usual pair.
 Its door opening lever was simplified.
 It has 3 nuts on the wheels instead of the statutory 4 nuts.
 It only has 1 side view mirror

12.  Starting price in India:
Rs. 100,000
PLACE :
 Manufactured in India
 Sold through dealerships or internet
 Alliance created with Nissan
 Sold at Nissan dealerships
 Good Strategic Alliance due to its costumer
 loyalty, establishment in North America, etc.

13. 13
 The low-cost car is clearly intended for the masses.
 For the family of four that would otherwise ride on a scooter,
 Its also attracts the small cars buyers like Maruti 800, bike
riders etc.

14. 14
 For marketing strategy Tata had use conventional media in an
unconventional manner.
 Nano isn’t big on advertising. There are no TV campaign,
 Only innovative use of print, radio and other media, particularly the web.
 The Tata team was working on
› Nano news in papers,
› Nano breaks on radio,
› Nano appearing in the form of messages or ticker news on TV,
› Online Nano games,
› Nano chat rooms on the Net,
› Nano pop-ups on major websites and
› Nano conversation on Facebook, Orkut and blog spaces

15. 1 December 2009Tushar Rastogi 15
‘Have Fun, Pay Less, get more
with Tata Nano’

16. 16
Website: www.tatanano.com
The major sections of
the site are:
a. Galary (both pictures
and videos).
b. Game (rather Link to
a nice virtual driving
game by Zapak).
c. Community.
d. Why Nano?
e. Booking Details.

17. 17
 Facebook
 Blog
 Orkut
 YouTube

18. 18
The game by
zapak was a
great move to
spread word
about the car.

19. 1 December 2009Tushar Rastogi 19

20. 20
 The grand launching ceremony
of Tata Nano was covered by all
kind of media personal. It was a
front page headline in many
leading newspapers.
 International motor show at
Geneva where Mr. Tata shows
the Nano in front of international
media.
 Business tycoon like Mr. Tata
when delivered the first Nano to
a comman person, itself it makes
a big news.

21. SWOT Analy

22. Price
Mileage
Style
Brand Name
First Innovation
Fiber Body
Low Suspension
Light Weight
Not Suitable for Hilly Areas
Delay due to Singur

23. • Bikers can be motivated
• Auto rickshaw & second hand market
• Other competitors
• Traffic Congestion
• New Regualtions
Opportunities
Threats