Rebranding the car Nano to make it attractive to consumers

2. Justification for
choosing Tata Nano for
Rebranding:
Reasons
of
failure
Confusing
marketing
strategy
Unfortunate
accidents
and rumors
Launched in
diesel and
gasoline
varients
Poor road
conditions
Launched
with higher
price
Ratan Tata announced his vision of the small
car at the affordable rate of 2500$ or 1 lakh
Rupees. The small project team headed by Mr
Girish Wagh tried various innovations,
different design specifications and
engineering changing to keep the cost below
1 lakh. Every design had to comply three
major requirements cost, regulatory
requirements and performance standards.
Three designs were picked and one was
picked in 2005.The Nano production factory
was set up in Singuar West Bengal. Design
house I.D.E.A refined Nano’s design and it
was frozen in mid 2006. Tata Group chairman
Ratan Tata on Thursday unveiled the Tata
Nano at the 9th Auto Expo in New Delhi on
10th Jan 2008.After much controversy Nano’s
production plant was moved to Sanand in
Gujrat.In 2009 first car was handed to Ashok
Vichare by Mr Ratan Tata.
History

3. Strength
-Tata Brand name
-Low cost
-Fuel efficient
-Safety (meets Euro 4
norms)
-Low pollution
Weakness
-Low power
-Not a status symbol
-Limited featues
-Confusing marketing
strategy
Opportunities
-Huge 2 wheeler
market
-Tapping the Rural
Markets
-First car in its segment
-Huge interst in global
markets(Europe)
Threats
-New entrants in the
segment
-Hybrid cars
-Increasing fuel prices
SWOTANALYSIS

4. • High number of manufacturers
• Highly concentrated market
Industry
Competition
• Mid segment cars
• Two wheelers
Availability of
substitutes
• High capital costs
• Legislation and government policy
(think safety, EPA and emissions)
• Brand equity
Potential entrants
• Lot of varietiesBuyer Power
• Many Material suppliersSupplier Power
High
Low
Low
High
PORTER’S FORCES
High

5. PROMOTIONS
ATL(Above the line)
• Television Advertisements- Convenience, Price, Aesthetics
• Social Media- Facebook, Blogspot and ‘My ‘Nano’ story’ – a
medium to share your stories and experiences
• Interactive billboards and print ads – Showcasing the
‘Indian innovation’ of the brand and leveraging on its
uniqueness
• In place of Brand ambassadors we will have Brand Mascot
called “NANO” to build a rapport with the target audience
and resonate the brand personality with them
BTL (Below the line)
• Price Promotions- Percentage discounts during re-launch
period
• Lucrative gifts with purchase
• Discounts to Tata Employees

6. Redefine Brand
Identity
- Icon of Style
- Reliable
- Trustworthy
- Affordable luxury
- Excellent Quality
Revitalize Brand
Personality
- Spirited
- Confident
- Intelligent
- Innovative
- Spontaneous
Restructure Brand
Elements
-Logo – Retain the
parent brand logo to
leverage on its legacy
- Color – Lively and
outgoing
- Design – Aesthetically
appealing and which
connects with people of
all ages
ContentsofRevitalizedBrand

7. MARKETING COMMUNICATION MIX
Advertising
• TV Ads – Project Nanao as car for ‘Aam Aadmi’ and build relation with Indian
Consumer as a caring brand
• Radio Ads – Aired on special slots such as Morning/evening, and on
weekdays/holidays
• Print Ads – In local newspaper widely circulated in target market and in local
magazines like Dainik Jagran
• Billboards – Billboard, danglers, cut-outs placed at all strategic locations ex.
Cinema halls, bus stops, nukkads.
• Testimonials - Videos of satisfied customers about their experience
Sales Promotions
• Gifts – Along with sale, or sent through courier after-sales. This may not help in
direct increase in sales but will help to build brand loyalty and word-of-mouth
publicity
• Demonstration/Test drives – Trail cars taken to people going to offices, factories,
students etc
• Special Discounts/Rebates – Special services to customers who have used Nano
earlier. Special discount during festive seasons
• Nano Club – A network of proud Nano owners to interact .

8. Events and Experiences
• Sports – Get associated with cricket events like IPL, and other tournaments due to strong
appeal of games with Indians
• Entertainment – Gain mass appeal by being associated with programs like Kaun Banega
Crorepati, Big Boss and with channels like DD1, Colors
Public Relation and Publicity
• Press kits – Before re-launch of Nano, press to be briefed about it which will help in
spreading the word. Press reporters can be called to manufacturing unit and shown high
quality production and facility present.
• Seminars – Support seminars related to emerging technologies to live up to its expectations
to be a market leader
• Community relationship – Support events like literacy missions, computer education,
welfare programs.
Direct and Interactive Marketing
• Telemarketing – SMSs can be sent to prospective customers about new schemes and new
products
• Website – Contain detail information of all different models with their features with facility
to compare Nano products with other competitors products as well
• Word-of-Mouth – Nano’s performance, supreme designs, and affordable costs should compel
people to talk favorably about it
Personal Selling
• Sales Presentations – Organize meeting in various cities where existing customers can come
and give their view about the product they are using currently and suggest modifications
and improvements in product.
• Samples – Placing few models in the display in show rooms

9. 1-2
months
before
launch
1-2 weeks
before
the
launch
On
launch
day
1-2
weeks
after
launch
Teaser
Campaign
Preparatory
Campaign
Launch
Activity
Post Launch
• Viral
advertisements
• Wall Paintings in
rural areas
• Distributing
hand-bands with
Nano on it
• Placing the
watch in tele-
series like Balika
vadhu, Bigg Boss
• Advertisements
in mobile apps
and games
• Advertisements
in local bus stops
• Launch a “Spot
the brand
mascot” contest
• Press
conference to
launch the new
models of Nano
• Launch a
creative writing
contest on
social media
• A full page ad in
all leading
national
newspaper
• Repetitive
television
advertising
• Ads on radio and
billboards
• Use panchayats
heads to
communicate the
benefit of the
product in rural
areas
ActivitiesOutcomes
• Create an
excitement among
people
• Number of hits on
company website
• Should become a
part of
prospective
customer’s
conversation
• Should start
receiving
• Point of Sale
display at dealer
end
• Brand awareness
among people
should increase
• Increase in footfall
in the stores
• Increased sales
• Number of people
who visit the
company website
should increase
1-2
mont
hs
after
launc
h
• Continue with
Television
advertising
• Interactive
Hoardings
• Dedicated
presence on fb
and Twitter
• Undertake cross
promotions
with other TATA
products
Sustenance
• Competitor
reaction
• Customer
feedback in
terms of mail,
blogs, etc.
Phase 1 Phase 2 Phase 3 Phase 4 Phase 5
GO-TO-MARKET PLAN

10. Sample Overview
 No Of Respondents
50
 Males  62%
 Females  38%
Age group
 16-20 years  28%
 21-25 years  6 %
 26-30 years  40 %
 31- 35 years  14 %
 >35 years  12 %
Income Range
 < 5 lakhs  22%
 5 – 10 lakhs  62%
 > 10 lakhs  16%
84%
16%
Nano Brand Knowledge
Yes
No
44
30
6
10
10
0 10 20 30 40 50
Hyndai
Maruti
Tata
Chevrolet
Others
Brand Position in Low Auto
segment
Percentage

11. Behavior /Aspirations
 Cars are a status symbol rather than a utility.
 Consumers are more concerned about the brand of the product and
technology used.
34%
26%
10%
24%
6%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Brand
Look
Cost
Technology
availability
Critical Attribute
Critical Attribute