The document discusses the marketing challenges faced by the Tata Nano, highlighting key issues such as safety concerns, financing difficulties, and negative perceptions that have impacted sales. It includes findings from a survey on dealer and owner perceptions, emphasizing the need to reposition the Nano as an appealing vehicle for middle-class families and professionals. The marketing strategy includes targeted advertising through various media channels and a unique sales promotion to boost interest in the car.

1. Presented by
Abhizar Bootwala - 105
Sameera Bootwala - 106
Joseph Nadar - 148 © Abhizar Bootwala

2. The Nightmare
Nano Sales June-Nov 2010 Tata Nano On fire
June 7704
July 9000
August 8103
September 5520
October 3065
November 509
© Abhizar Bootwala

3. Why Did This Happen?
Is it the car?
• Spacious and comfortable
• Drives smoothly
• Easy to park & fuel efficient
Is it the manufacturer?
• Tata is the most reputed corporate house in India
• Excellent track record of customer satisfaction & trust
• India’s largest automaker in terms of turnover
Is it the competition?
• There is no four-wheeler in that price range which can compete with
the Nano
• The Tata Nano is in a league of its own
© Abhizar Bootwala

4. Research
Survey was done via questionnaire method to find out 2 key aspects.
1. Dealers perception of Tata Nano
2. Car Owners perception of Tata Nano
Both samples were briefed about the current scenario of Tata Nano and were
asked to express the views regarding the same.
© Abhizar Bootwala

5. Key Findings
Positioning & Lack of financing Waiting period and
Safety Issues
Perception options unavailability of spare parts
Banks unwilling to
Lack of Six Nano cars have
lend to most low- long waiting period
attractiveness been gutted so far
income customers
in various parts of
on concerns of
the country
default
Unavailability of spare
Middle class parts due to shifting of
not interested Tata Motors has vendors from
Dealers claim 9 out of
recalled cars to add Pantnagar to Sanand
every 10 prospective
safety devices to
customer are also
Glamour and prevent the vehicles
shopping for a loan
hype of the from catching fire People still think the
Nano gone Nano is sold through the
down booking process, which
This is playing on Rate of interest makes them believe
the minds of charged for Nano there will be a long
Cheap image prospective loans is almost waiting period
associated with customers double the rate on
the car other car loans
© Abhizar Bootwala

6. Communication Objective
Position the brand to make it more
appealing to the middle class.
This would also have an Impact on the
lower classes in terms of desirability
Present the Nano as utility car both for
working professionals as well as families
Highlight ease of drive in the city & Eco-
friendly nature of the car
© Abhizar Bootwala

7. Target Audience
Working Professionals Nuclear families
• Steady source of income • The family of today
Profile & • Commuting daily to work Profile & • Working Parents
Behavior • Tired of ever increasing Behavior • 1-2 Kids & Frequent outings
traffic & fuel prices with family
Level of • Very high Level of • Medium - High
• Updated with latest
awareness & trends awareness & • Educated
knowledge • Well educated knowledge • Sharing Information
Preferred Preferred
• Television • Television
methods for • Internet
methods for • Newspapers & Magazines
receiving • Newspapers & magazines receiving • Internet
information information
© Abhizar Bootwala

8. Media Mix
Print: Newspapers
Television & Radio
& Magazines
Mix
Online: Social Public Relations &
Media & Blogs Outdoor Hoardings
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9. TV Commercial - I
Scene 1 – Boss’s Typical Morning routine
Boss gets ready for He looks at the fuel He fills expensive fuel He gets stuck in traffic
office meter - empty
He shows his He is angry in office Suddenly he looks at a
frustration on the road calm & cool employee
© Abhizar Bootwala

10. TV Commercial - I
Scene 2 - He starts to think the reasonsBootwala employee is so calm and cool
© Abhizar why this

11. TV Commercial - I
Scene 3 – Employee’s Typical Morning routine
Employee gets Sees his Nano Fuel Full He’s Feeling
ready in parking good already
He Zips Enjoying the Happy in office
through traffic drive
© Abhizar Bootwala

12. TV Commercial - I
Final Scene
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13. TV Commercial - II
Scene 1
Family of 4 Get in their Drop kids to
Nano school
He drops his He goes to
wife to work work
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14. TV Commercial - II
Scene 2
Children are Wife is sad at Even the
sad in school work Husband is sad
Everyone’s Suddenly the
eyeing the clock smiles are back
© Abhizar Bootwala

15. TV Commercial - II
Scene 3
As the Nano is back They go to the Go shopping
to pick them up beach
Go for a movie Sun is setting & its
time to go home
© Abhizar Bootwala

16. TV Commercial - II
Scene 4
And the Smiles fade Just as they reach Change of plans as
away home they take a U Turn
And everyone cheers As the drive into the
sunset in their beloved
Tata Nano
© Abhizar Bootwala

17. TV Commercial - II
Final Scene
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18. Print & Hoarding Ad Concept- I
Offers the best mileage in the 4 wheeler segment in Indian Conditions
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19. Print & Hoarding Ad Concept- II
© Abhizar Bootwala

20. Sales Promotion Offer
First Time Ever
“Bike Do Aur Car Lo”
4 wheels in exchange for 2
That’s right bring your old 2 wheeler and take home a
brand new Tata Nano
An exchange offer like never before
We will exchange your 2 wheeler and slash the price of it
on your new Tata Nano.
© Abhizar Bootwala

21. Media Plan
Bengaluru
Ahmedabad Mumbai Pune
Delhi
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22. Television
Hindi Entertainment English Entertainment Movie Channels
Movie Channels Hindi English
Channels & Lifestyle channels
• Discovery Channel • Discovery Channel • Star Gold • Star Movies
• Travel & Living • Travel & Living • Zee Cinema • HBO
• AXN • AXN • Filmy • Pix
• Star World • Star World • Set Max • Z Studio
• Z Café • Z Café
Hindi News English News
Channels Channels
• Aaj Tak • Times Now
• Star News • Cnn Ibn
• Zee News • Head lines Today
• India TV • CNBC
© Abhizar Bootwala

23. Print
Times Of India
Hindustan Times
Newspapers The Hindu
DNA
Print Ads Dainik Bhaskar
Autocar
Magazines Overdrive
Car India
© Abhizar Bootwala

24. Hoarding Locations
Commercial Districts
Highways
Picnic & Family Recreation Spots
Bus Stops
Railway Stations
© Abhizar Bootwala

25. Online
• Direct Marketing
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26. Expected Results
Change the Want them to know Want them to feel
perception of the that Tata Nano is the Classy, Safe & Proud
Target Audience car for both work and of the Tata Nano
about Tata Nano pleasure
Action: Drop everything and
book a Tata Nano
© Abhizar Bootwala

27. Thank You
© Abhizar Bootwala