2. Table of contents Target Marketing and segment Product Market segmentation of product Justification to the segmantation Conclusion 8/5/2009
3. Target Marketing and segment Target Marketing Process of evaluating each market segment’s attractiveness and selecting one or more segment/s to enter is target marketing . Segment Subgroup of people or organization sharing one or more characteristics that cause them to have similar product needs. 8/5/2009
4. TATA NANO The Financial Timesreported : "If ever there were a symbol of India’s ambitions to become a modern nation, it would surely be the Nano, the tiny car with the even tinier price-tag. A triumph of homegrown engineering, the $2,200 (€1,490, £1,186) Nano encapsulates the dream of millions of Indians groping for a shot at urban prosperity." 8/5/2009
5. Market segmentation of TATA NANO Type of segmentation Demographic Based on : Needs Wants Usage Rate Thus it is the most optimized segmentation from consumers point of view. Target Audience Youth Middle class Lower middle class Frequent users 8/5/2009
6. Justification to the segmentation Features 4 doors 5 seats. Expected fuel economy: 20km per liter. 7% lesser by length & 21% more space than any small car in market. Front disc brakes and drums in the rear. Reasonable pricing Advantages Suitable for small family. Cost saving for target audience. Suitable for frequent users and no issues regarding parking. Satisfies the security demand of small families. Best for the target audience 8/5/2009
