DECLARATION: This presentation was prepared for educational fest purpose only. The companies FEATURED in the presentation own their respective trademarks and I deny ANY/ALL ownership rights to Trademarks. No copyright infringement is/was intended.

2. Introduction
Indian Automobile Industry has taken a gigantic leap in
terms of development and acceptance of new cars. Making
cars as per the Indian requirement was the challenge faced
by many companies.Tata is aspiring to produce an
automobile for the middle class with the USP being the
most economical car.

3. Company Profile
• Name : Tata Motors.
• Founded : 1945
• Founder : J. R. D.Tata
• Industry : Automobiles
• Head Quarters : Mumbai, India

4. Market Opportunity
• Indian Automobile Market possesses huge potential and
opportunities for small and economic sized cars.
• The major area as per the market research is the Middle
Class who are willing to accept small sized cars for their
needs.

5. Brand
Element
Name
URL
Logo
Tagline / Slogan
Brand Name :Tata Nano.
The Logo :
TheTagline / Slogan : "More Dreams Per Car"
The URL : www.tatanano.com

6. Brand perception
Phase 1
Creating Hype
Phase 2
Media Scrutiny
Phase 3
Extensive
Marketing

7. Market
• People who want to travel
Target
Market
• People who want a 4Wheeler
Segment
• All Income groups
• Lifestyle: Family / Personal use
Target
Segment
• Cities & Rural areas
• Lower & Middle Income groups
• Families, Students
Customer
• Lower and middle income families, who want to upgrade to 4 wheeler from 2 wheeler
• Youth, who prefer young, trendy & innovative vehicles with good safety features at low cost
Segmentation & Targeting

8. Competitors
Bajaj
.
• RE6O
Maruti
Suzuki
• CERVO
Maruti
Suzuki
• ALTO
Hyundai
.
• SANTRO

9. HIGH
PRICE
We would position
ourselves in Shining Sun
segment with
Low Prices
And
High Benefits
Positioning
LOW
HIGHLOW
SHINING SUN SHOOTING STAR
BLACK HOLE POISONOUS GAS
B
E
N
E
F
I
T
S

10. Strength
Economical Sale Price
Weakness
Low profile image of the
brand in the minds of the
customers
Opportunities
Huge potential in the middle
class category of consumers
Threats
New & upcoming cars in the
market around the same
price bracket.
SWOT
Analysis

11. Reasons for aWelcome Launch
Pricing
For the Middle
Class
Design

12. Reasons why USP went against the
Sales Performance
Status conscious consumers
The Nano being termed as Garib Rath by media

13. Media Attention
1. Created the hype.
2. Most economic car
3. Edge over competitors
with Pricing
1. Product Scrutiny
2. Negative Publicity

14. Reasons for Impacted Sales
• After the perception of the market about the product, the
consumers did not wish to be related to theTATA NANO
because of its Media Synonyms.
• Media Scrutiny played a major role for a vast variation in
the sales.

15. Futuristic Scenario
• TheTATA Nano Possesses immense potential to tap the
unexplored middle class market if re-marketed with the
right product positioning therefore, removing the present
perception about the brand and the product.

16. Our Solutions - Marketing Strategies
• Re-MarketTata Nano as “Luxury without a Price”, being
an attempt to refurbish its current title “Cheapest car of
the World”.
• Ride to Drive Campaign.
• General marketing tools like Social media,T.V. & Print
Campaigns.

17. Luxury without a Price