Tata Motors launched the Tata Nano as the world's cheapest car, priced at Rs. 100,000. The Nano was marketed as an affordable, safe and fuel efficient vehicle for families with 3-4 members who have difficulties traveling by two-wheeler. Market segmentation analysis showed the Nano targets the middle and lower middle class. Surveys found most people see the Nano as a "people's car" but not necessarily as trendy or aimed at rural areas or young people. In conclusion, the Nano was perceived as an affordable family car for middle and lower income households rather than a rural vehicle.

1. SEGMENTATION,
TARGETING AND
POSITIONING “NANO”
Name :- Aruj Kaintura

2. ABOUT TATA
Tata Motors limited is India's largest automobile company. It is the leader by far in
commercial vehicles in each segment, and the second largest in the passenger vehicle
market. The company is the world’s fifth largest medium and heavy commercial
vehicle manufacturer, and the world’s second largest medium and heavy bus
manufacturer. Established in 1945, Tata Motors presence indeed cuts across the
length and breadth of india with over 4 million vehicles, since the first rolled out in
1954. the foundation of the company’s growth is a deep understanding of customer
needs, and the ability to translate them into customer-desired offerings through
leading edge R&D.

3. ABOUT TATA NANO
Tata Motors has launched the TATA NANO – World’s Cheapest Car, priced at Rs
1,00,000. Ratan Tata, the chairman of TATA group and TATA motors, promised India
to build the “World’s Cheapest Car” and now its done. It was defined by the
corporation as “a comfortable, safe, all-weather car, high on fuel efficiency & low on
emissions”.

4. MARKET SEGMENTATION
Demographic segmentation
Age
Income
Life Style Segmentation
Living Standard

5. TARGETING MARKET
1) The Middle Class.
• Mainly the lower middle class
• Upper lower class
1) Usually the two-wheelers.
2) Family with 3-4 members who have troubles while
travelling on two-wheeler.

6. CATCH LINES AND SLOGANS
•1 lakh car to fulfill all your dreams!
•Cars are not just for the rich!

7. NANO : A RURAL CAR?
4%
24%
8%
54%
10%
STRONGLY AGREE AGREE DON'T KNOW DISAGREE STRONGLY DISAGREE
Nano: a rural car?

8. NANO : TRENDY?
6%
54%
14%
24%
2%
STRONGLY AGREE AGREE DON'T KNOW DISAGREE STRONGLY DISAGREE
Nano : trendy?

9. NANO : PEOPLE’S CAR?
22%
70%
0% 6% 2%
STRONGLY AGREE AGREE DON'T KNOW DISAGREE STRONGLY DISAGREE
Nano : People’s car?

10. NANO : MADE FOR YOUNG GENERATION?
6%
32%
12%
40%
10%
STRONGLY AGREE AGREE DON'T KNOW DISAGREE STRONGLY DISAGREE
Nano : made for young generation?

11. TATA NANO IS FOR….
42%
54%
4%
UPPER CLASS UPPER MIDDLE CLASS MIDDLE CLASS LOWER MIDDLE CLASS LOWER CLASS
TATA Nano is for….

12. CONCLUSION
• Nano is not really perceived as a rural car.
• Nano is trendy
• Nano is people’s car
• Nano is for middle and lower middle class