Ratan Tata observed families riding on scooters with young children standing in front and wives sitting behind holding babies, which led him to envision a safe, affordable form of family transportation. The document then provides details on Tata Motors' market share in various automobile segments in India, including commercial vehicles, two-wheelers, three-wheelers, and cars. It discusses the Tata Nano's positioning as a low-cost car targeted at lower-income families, students, the elderly, and entry-level professionals seeking an affordable option. The marketing strategies discussed include showrooms, dealerships, financing options, social media, advertising, sales promotions, direct marketing, and public relations.

2. “I observed families riding on two-wheelers — 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 whether one could
conceive of a safe, affordable, all-weather form of
transport for such middle class family” –
Ratan Tata

3. Ratan Tata

4. Market
However in the area of commercial automobiles, Tata Motors rule the
Automobile Industry of India with 60% of market share besides being the fifth
biggest producer in the world of medium & heavy marketable vehicles
Two-wheeler automobile segment
• In this segment, motorcycles accounts for major Indian Automobile market share.
The chief players in this segment is Hero Honda which delivers 50% motorbikes to
the Indian market besides sharing 46% in scooter market
Three Wheeler Automobile Segment
• Around 41% of the three-wheelers in India are utilized for merchandise transfer
purpose. In this segment Bajaj are the leading players with 40% and 68% of market
share respectively.
Car Segment
• Accounting to 79%, Cars rule the passenger automobile in India. The chief players in
this segment are Maruti Suzuki and Mahindra. While Maruti Suzuki enjoys full-
fledged monopoly in multi-purpose automobiles sector with 52% of market share,
Mahindra have 42% market share in utility vehicles.

5. ……
Gender
Safety
Social class
Age, Income
Family size
Position

6. Middle class
• Mainly the
lower middle
class
• Upper lower
class
two-wheeler
users
• Bicycle/Motor
bike users
Family with 3-4
members
• Small cars
buyer like
Maruti 800

7. Target audience ….
Professionals
• Sales
person
• Entry
level/junior
officers
• Students
Usage basis
• Second
hand car
users
Area Basis
• Rural area
• Semi urban
city

8. Tata Nano positioned the car ….
product : low cost car
target market : low and middle income families/college
students/old age / entry level officers
want : Fuel efficient/Safety
reason : affordable and the price itself 1 lac
• 1 lac car to fulfill all your dreams!
• Cars are not just for the rich

9. Middle and lower income people
Positioned itself in the mind of people as “The
people’s Car”
Rs 1 lac will fullfill your dream…..
2 million people who rode a motorcycle
everyday would now try to lift themselves up
to buy a Tata Nano

10. Exclusive car showrooms
Increase in dealers in target market i.e. rural
area and semi urban city.
Overseas distribution
Financing better facilities
Booking facilities
Exhibition : car events

12. • Social media communities
- Official facebook page
- Youtube
- Twitter
- Official website page
• Advertising:
- TV, Radio,Print,Billboard
• Personal Selling
- Trade Fair

13. • Sales promotion ( discount)
- For new users
- For students (easy finance)
• Direct marketing
- Publicity as “One lakh car” by mouth to mouth
- Catalog, Telemarketing
• Public relation
- Sponsorship in IPL

14. “ I don’t believe in
taking right decisions &
then make them right….
So always believe in your
ability & effort.”
Ratan Tata