The document discusses the introduction of the Tata Nano DC electric car in India. It begins with background on the growing Indian automobile industry. It then provides details on Tata Motors, the largest automobile company in India and producer of the Nano. The document outlines Tata's marketing strategies for the Nano DC, including their use of online and offline advertising. It also includes a breakdown of estimated advertising costs and a analysis showing that Tata would need to sell 3,742 units to break even on the Nano DC.

1. NANO DC

2. About The Industry
Company Profile
Introduction
Competitors
Marketing Mix
Distribution
SWOT Analysis

3. PEST Analysis
Product life cycle
curve
Target Segment
Marketing Strategies
Financial projection
Implementation control
Break even analysis

4. In the post globalized era where India is looking at growth rates of more than 8%,
In the post globalized era where India is looking at growth rates of more than 8%,
one of the main beneficiaries of India’s growth story is Automobile Industry.
one of the main beneficiaries of India’s growth story is Automobile Industry.
Termed as “Industry of Industries” by management guru Peter Drucker,
Termed as “Industry of Industries” by management guru Peter Drucker,
Automobile industry has been one of the indicators of aacountry’s economic
Automobile industry has been one of the indicators of country’s economic
prosperity. Prior to the 1991 liberalization, auto industry in India was controlled
prosperity. Prior to the 1991 liberalization, auto industry in India was controlled
and licensed by the government. Post 1991, the industry has grown at an average
and licensed by the government. Post 1991, the industry has grown at an average
rate of 17%. Currently contributing to around 5% of the GDP, this is expected to
rate of 17%. Currently contributing to around 5% of the GDP, this is expected to
rise to 10% of GDP.
rise to 10% of GDP.

5. Headquarters - Mumbai.
TML is currently headed by Ratan Tata.
Tata Motors manufactures HCV, LCV,
 Passenger cars, MUV and Military Vehicles.
Global operations - UK, South Korea, Thailand and Spain.
TML - world's fourth largest truck manufacturer. world’s second largest bus
manufacturer.

6. Holding 60% of market shares in commercial vehicles.
Holding 60% of market shares in commercial vehicles.
With revenue of USD 14Billion(2007-2008),Tata Motors
With revenue of USD 14Billion(2007-2008),Tata Motors
is the largest automobile company.
is the largest automobile company.
What do we want them to THINK
What do we want them to THINK
First Indian Company to be listed in the New York
First Indian Company to be listed in the New York
Exchange
Exchange
Dealership operating in 26countries across 4 continents.
Dealership operating in 26countries across 4 continents.

7. SE DS OF DRE
E
AM
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.

8. INT
RODUCT
ION OF T A NANO DC
AT
“Dream-dream and dream, because dream gives vision, vision gives thoughts
and finally thoughts lead to the action". Each letter of these motivational
words said by India's former President Dr. A.P.J. Abdul Kalam goes exactly
with Mr. Ratan Tata, Chairman of Tata group, who in the year 2003, introduce
a affordable car for the common people. Innovatively planning to form one
more series of Nano Dc.
The Nano Dc has created a completely new category and continues to
innovate in line with the evolution of the market.
The awesome spirit of the Nano Dc - of living life on your own terms - is
depicted through the colourful world of Nano Dc and the people in this world
who share the brand's unique attitude - to do things bigger, better, and
differently.

10. Competitors
1. Maruti Alto 800
Price: 2.44 - 3.56 lakh
Mileage: 22.74 Kmpl
•
o Present nearest
rivals
•
2. Hyundai i10
Price: 3.69 – 6.15 lakh
Mileage: 20.36 kmpl
•
3. Hyundai EON
Price: 2.73 - 3.76 lakh
Mileage: 21.1 kmpl
oInternal competitor
o Future competitor

11. Competitors
1.Tata Indica V2
Price: 3.99 - 4.33 lakh
Mileage: 17.88 kmpl
•
o Present nearest
•
2.Tata Venture
Price: 4.57 - 5.34 lakh
Mileage: 15.42 kmpl
•
3.Tata Indica Vista
Price: 4.61 - 6.83 lakh
Mileage: 19.1 kmpl
rivals
oInternal competitor
o Future competitor

12. Competitors
o Present nearest
rivals
oInternal competitor
o Future competitor

13. • 31 DESIGN AND
TECHNOLOGY
PATENTS
• AMAZING FUEL
EFFICIENT AT
60MPG
• Cutting edeg
aesthetics and
functionality
• Now fuel prices
won't decide
where you go
• Tell like an SUV
• 6 EXITING
COLOURS
• New
Amphistream
Music System
• Best-in-class
AC
• Best Petrol
mileage of 25
Kmpl#
• Warranty for 4
years / 60,000
KM^
• What's your
pick?
• Remote keyless
entry
• HIGH GROUND
CLEARANCE

14. Marketing Mix

15. NANO Dc is using Hub and Spoke Model for distribution
NANO Dc is using Hub and Spoke Model for distribution
TATA has many C&F Agents (Collects Nano Dc from hubs and
TATA has many C&F Agents (Collects Nano Dc from hubs and
distribute it across nation)
distribute it across nation)
 While the Nano Dc seemed tailor-made for rural drivers, Tata only has
dealers in major cities.
 Lack of dealers in the target market i.e semi urban cities and rural areas.
 While the Nano Dc seemed tailor-made for rural drivers, Tata only has
dealers in major cities. The car’s reputation was further damaged when
five of the first 30,000 cars had engine fires. Although no one was hurt
in these instances, two of the cars burnt to the ground.
 The final nail in the coffin is the price: Rising material costs pushed the
car’s price up to Rs. 1.5 lakh the same as a used Maruti 800. Even
without the social stigma, this price left many people wondering why
they would choose to buy a car that didn’t even have a trunk

21. Marketing Strategies.
• Online Marketing
For marketing strategy Tata
had use conventional media in
an unconventional manner.
• Offline Markting
Nano DC isn’t big on
advertising. There are no TV
campaign.
Only innovative use of print,
radio and other media,
particularly the web.

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

23. Online Marketing
Online

Social Media
Facebook

Blog

Nano Game
Orkut

YouTube
DC

24. Online Marketing
Online
Social Media
Nano Game
The game by zapak was a great move to
spread word about the car.

25. Offline Marketing
Offline
Print Media
Collaborations: Tata partnered with a few banks for
releasing application forms.
Leveraging Existing Infrastructure: People can find
Nano Dc merchandise, application forms and demo cars in
Tata Indicom, Titan, Croma and Westside stores. Tata
Indicom is also offering a money-back offer with every
application form.
TV: Tata also invest heavily into TV commercials.
 Instead of anchors saying ‘we’ll be back after a
short break’ on TV channels, now they’re saying,
‘We’ll be back after a Nano break.’

26. Offline Marketing

The
grand
Relaunching
ceremony of Tata Nano DC 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 DC in front of
international media.

Business tycoon like Mr. Tata
when delivered the New Nano
DC to a comman person, itself it
makes a big news.
Offline
Print Media

28. Newspaper
Size
(Color Ad)
Rate of 1
day
Total rate
for 3 days
in a week
Duration
Total cost
for 2
months
Times of
India
Full page
14,85,000
44,55,000
2 months
3,56,40,000
Channels
Timing (Slots)
1 day cost for
airing Ad for 8
times
(30 sec)
Total cost for 2
months
MTV
7pm – 11 pm
15 Lakh
9,00,00,000
Aaj Tak
7pm – 11 pm
18 Lakh
10,80,00,000
Star Plus
7pm – 11 pm
20 Lakh
12,00,00,000
31,80,00,000

29. Location
Size (cm)
Rate of 1
billboard
for
2 months
Rate of 5
billboards
for 2
months
Frequency Total cost
City
400*500
12,03,960
60,19,800
20
12,03,96,000
Highways
720*2400
18,06,680
90,33,400
20
18,06,68,000
30,10,64,000

30. Break even analysis
•
Break even analysis indicates that 3742 unit or 65,47,04,000 will be
required in monthly sales revenue to reach the break even point.
• Table: Break Even Analysis
100000
• Break even analysis :
90000
• Total expenses / revenue
80000
per car
70000
65,47,04,000/175000
60000
= 3741.1657
fixed cost
50000
So the Break even could
total cost
40000
have been achived after
total revenue
30000
3742units of car sold.
20000
10000
0
1000
2000
3000
4000
5000
6000
7000

31. Break even analysis
•
Break even analysis indicates that 3742 unit or 65,47,04,000 will be
required in monthly sales revenue to reach the break even point.
• Table: Break Even Analysis
• Break even analysis :
• Total expenses / revenue
per car
65,47,04,000/175000
= 3741.1657
So the Break even could
have been achived after
3742units of car sold.