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ASSIGNMENT 1

MANAGEMENT PRINCIPLES&PRACTICE

Submitted by: Sudheesh Kumar A 1st MBA C Hindustan College of arts &science

submitted to: Dr.Kalpana Professor in Mgt studies Hindustan College of arts&Science

TOPIC
Chart out marketing plan to improve the sales of Tata Nano

INTRODUCTION
Business Marketing consists of the process of understanding, creating and delivering value to targeted business markets and customers. Gaining an equitable return on the value delivered and enhancing a suppliers present and future profitability is the essence of Business Marketing Strategy. Acquiring superior knowledge of customer requirements and preferences and understanding what it is worth to fulfill them, underscores everything a firm does in Business Marketing. Tata Motors Limited is India's largest automobile company, with consolidated revenues of Rs. 92,519 cores (USD 20 billion) in 2009-10. It is the leader in commercial vehicles in each segment, and among the top three in passenger vehicles with winning products in the compact, midsize car and utility vehicle segments. The company is the world's fourth largest truck manufacturer, and the world's second largest bus manufacturer. The company's 24,000 employees are guided by the vision to be "best in the manner in which we operate best in the products we deliver and best in our value system and ethics." So in this assignment I conduct a detailed study about TATA NANO and its marketing plans to improve the sales volume.

Tata Nano Features, Specifications...


Tata Motors will commercially launch the Tata Nano on March 23, 2009. The official list of features and specifications are now released, so here they are. Bookings for the Tata Nano will be accepted only through select SBI branches. The booking forms, costing an estimated Rs 300, can be bought from SBI branches, Westside, Croma Stores, and Tata dealerships, after the official launch on March 23, 2009. The Tata Nano will come in three variants, Standard, Deluxe and Luxury. The small car is expected to be priced between Rs. 1 lakh and Rs. 1.34 lakh. The dealer price is still believed to be Rs 1 lakh, but on-road price could be as high as Rs 1.34 lakh.

Standard Tata Nano features


The Standard Tata Nano, its basic model, is likely to be priced at $2,500 (Rs 1.25 lakhs). This will be the most affordable version of the Nano. The Standard Tata Nano will have a speedometer, odometer, folding rear seats, 2spoke steering wheel, and no airconditioning. It will come in colors such as Bright Red, Ivory White, and Summer Blue. There you have a super basic car. It is a car alright, but not bad if you compare it to the bare basic Maruti 800, right

Luxury Tata Nano features


The Luxury variant of the Tata Nano will have alloy wheels, and fog lamps, along with air conditioning, body-colored bumpers, tripmeter, front power windows, 3-Spoke steering wheel, front and rear fog lamps, and central locking. The Tata Nano luxury variant will come in Champagne Gold, Lunar Silver, and Sunshine Silver. This one will be the costliest Nano in the market. For those who have been waiting for a Tata Nano automatic or one with airbags, they are not part of the specifications of any Nano model which would be launched now. As Tata would struggle to meet the demand, it is quite likely that those features are not going to make their appearance till 2010.

Tata Nano: Dimensions


Tata Motors has said that the four-door Tata Nano can comfortably seat four people, with more leg space and head room. That is entirely right the design of the Nano especially interiors is much superior to the Maruti 800 which is the only car you can compare it to. And the Nano is miles ahead in the interior space department. The Tata Nano is 3.1 meters in length, 1.6 meters in height, and 1.5 meters in width with a wheelbase of 2230 mm and ground clearance of 180 mm.

Tata Nano: Engine Specifications


The Tata Nano has a rear-wheel drive, all-aluminum, two-cylinder, 623 cc, 33 PS, multi point fuel injection petrol (MPFI) engine. This is the first time that a two-cylinder gasoline engine is being used in a car with single balancer shaft, the company claims. This is true for India; abroad, I think there have been twin cylinder cars before. Rear wheel drive, rear engine configuration means that the front end is very light, and you would not feel the need for power steeling. As an aside, what does a twin-cylinder petrol engine sound like? Does it sound like a motorcycle or a car? Guess we will have to wait and see. The power train of the Tata Nano is set in the rear. Maximum power and maximum torque is 35 bhp @ 5500 rpm and 4.8 kgm @ 3000 rpm, respectively. The Nanos electronic engine management systems promise to take out every bit of performance from the puny engine, and offer maximum fuel efficiency too. In terms of performance, the Tata Nano can go from 0 to 60 kph in approximately in 8 Seconds, hitting a top speed of 105 kph.

Tata Nano: Safety Features


The Tata Nano comes with crumple zones, all sheet-metal body, fuel cut-off in case of collision, intrusion-resistant doors, seat belts, strong seats and anchorages. The tyres of the Tata Nano are tubeless, and the rear tailgate glass is bonded to the body, you cant open it. The tubeless tyres are good, but they are

really small visually ride comfort could be an issue. with small tyres on lessthan-perfect roads.

Tata Nano: Emission control and Environment Footprint


The Tata Nano promises lower pollution levels compared to twowheelers made in India, says the company. Tata claims that the Tata Nano offers a high fuel efficiency of 20 km/liter, thereby ensuring low carbon dioxide emissions. So thats that with the spec list. Hang on, and visit us again for more on the Nano launch. This entry was posted in Upcoming and tagged tata motors, tata nano. Bookmark the permalink. Mahindra Ocean Blue will manufacture leisure boats Tata Nano loan interest rates may be high Tata nano has a two cylinder 623 cc, 33 horsepower rear mounted multipoint fuel injection petrol engine.This is the first time a 2-cylinder gasoline engine was used in a car with single balancer shaft. The Tata Nano is 3.1 meters in length, 1.6 meters in height, and 1.5 meters in width with a wheelbase of 2230 mm and ground clearance of 180 mm. 2010 Tata Nano can comfortably seat 4 people with spacious leg space and head room. Hope Tato Nano's specifications and the great set of features give the biggest bang for your buck.

Overview of Tata Nano


Tata Nano was launched on 23rd March in Mumbai with much fanfare. Over 100 media persons were present at the launch ceremony with over 1000 guests. Tata Nano is a rear-engined, four-passenger city car aimed primarily at the Indian market. It was first presented at the 9th annual Auto Expo on 10 January 2008, at Pragati Maidan in New Delhi. Tata Nano has been priced with a starting rate of Rs.134000.00 for the Base model and Rs.160000.00 & Rs.185000.00 for the CX & LX model respectively. It is cheaper than the Maruti 800, its main competitor which is next cheapest Indian car priced at 1, 84,600.00 Rupees. Nano is 8 percent smaller in exterior size and has 23 percent larger interior space in comparison to Maruti 800. It is available in 6 shades and the top model LX comes fully loaded with AC, front power windows, fog lights, central locking, tinted glass, body colored bumpers and digital tripmeter. Design & Style of Tata Nano Tata Nano has been designed with a family in mind, has a roomy passenger compartment with generous leg space and head room. It can comfortably seat four persons. Four doors with high seating position make ingress and egress easy. With a length of 3099mm, width of 1495mm, height of 1652mm and with adequate ground clearance, it can effortlessly manoeuvre on busy roads in cities as well as in rural areas. Tata Nano's mono-volume design, with wheels at the corners and the power train at the rear, enables it to uniquely combine both space and maneuverability, which sets a new benchmark among small cars. The main styling elements of Nano

are centre crease on the bonnet, side scoops which not only look sporty but also help to keep the rear mounted engine cool. Tata is also providing some add-ons like alloys, rear spoiler & sunroof to make Tata Nano more stylish & attractive. From the rear it looks more or less like the Indica Vista with vertical tail lamps. The centrally placed exhaust pipe looks very cool. First look at the Tata Nano may not impress you in terms of dimensions but even though the car looks tiny and miniscule in images but it is only when you come up close to it that you can make out that its virtual length constitutes the very cabin space! Variants, Shades & Price of Tata Nano Tata Nano is available in following 3 variants (Prices are Ex-Showroom Mumbai):
y y y

Nano Base/Standard/Basic - 134000.00 Nano CX - 160000.00 Nano LX - 185000.00

The Base model of Tata Nano features:


y y y y y y y y

Seat Belts. High mounted Rear Stop lamp. Only Driver seat adjust-sliding and reclining. Fixed front passenger seat. Folding Rear Seats. 2-Spoke Steering wheel. Grey bumpers and interiors. Driver side outside rear view mirror.

In addition to above features the mid variant Tata Nano CX features:


y y y

AC. Tinted glasses. Metallic paint.

In addition to above features the top variant Tata Nano LX features:


y y y y y y y y y

Tripmeter. Front Power windows. Central Locking. Front and Rear fog lamps. 3-Spoke Steering wheel. Moulded door trim with fabric inserts. Floor console with glass holder. Anti-Glare inside rear view mirror. Sunvisors on both sides.

All the models of Tata Nano come with 18 Months or 24,000 kms warranty whichever is earlier

Marketing the NANO


The worlds media has chronicled every bit of the Nanos birth, from labour pangs panning over three years to a safe delivery. So, will marketing the car be childs play after all. Ratan Tata, Chairman, Tata Motors, said, I must say thank god it is over because what I went through few hours ago was for me pretty traumatic. I am a reasonably shy person and at the same time our challenge has just begun. We have to deliver on our promise and have to deliver a reliable vehicle to the country. The nation has to accept that it would be the final verdict. In a way, what we have done today is to just put a stick in the ground and disclose what we have achieved, but we have a long way to go. The closest any brand launch has come to rivaling the launch of the Apple iPhone in June 2007, has to be this one and Ratan Tatas Nano is not even for sale yet! While the Rs 1 lakh showroom price tag will be its biggest lure, the breakthrough it signifies for the global auto industry and the emotional investment in the project by the Tata Motors team has created a brand that is almost an overnight icon. But with the commercial launch of the Nano a good eight maybe even 12 months away and with nobody getting a chance to actually drive the car yet, the goodwill, interest, and fire to buy will have to be stoked carefully. Is it going to be a case of matching rate expectations or riding on momentum, which this kind of a launch can give a brand? Rajiv Dube, President-Passenger Cars, Tata Motors, said, If we were launching this car as of tomorrow, there would have been a phase where we would have been riding the momentum. For what I have seen and what people have told me, I think

it has got a welcome reception and that momentum would have carried this forward to some extent. But since the commercial launch is still some time away, we would have to work towards keeping their interest going until the car comes on the roads. And beyond a period of time, may be two-three years if we have done it, somebody else will try to do it. It is going to be a great effort in terms of keeping the brand appealing to consumers when others are around. While the day after the launch saw the Nano get full page real ads which it did not really need as a full blown ad campaign is still a while away. Dube: If you look at Unilever, their per piece prices are very small but they sell in volumes, so their advertising budget is huge. I cannot comment whether in relation to the Indica it will be small or big, but what this car deserves it will get. In terms of volumes, we have said that we would like to use some innovative means of reaching out, which are not conventional because this car in terms of its concept is not conventional. Not surprisingly, Tata Motors is keeping the Nanos marketing plans close to its chest. It is clear though that it is looking to adopt unconventional ways and is looking for models outside the car industry to distribute this high volume, low margin car but service centers and dealers will also be integral to the new paradigm. It expects the Nano to have universal appeal that cuts across geographies and demographics. One day the worlds cheapest car used the peoples medium to get in touch. It was looking to engage chat and even set a date. That snazzy launch event and the launch print campaign was handled by Showdiff and Rediffusion DY&R. But contrary to reports that say that Rediffusion has bagged the Nano account, its not yet a done deal. Though dont be surprised if it

does end up getting the Nano in addition to the commercial vehicles business it already handles for Tata Motors. After all they were chosen to handle the launch and Ratan Tata and Arun Nanda are known to be friends. Other roster agencies for the company are FCB Ulka and Ogilvy.

DETERMINANTS
1. Product, Branding, and Advertising Every business started from 0, from no one knows it until everyone know it. Advertising is one of the most common ways to make car buyer or car enthusiast aware of the new car with special promotion price. Another more important way of advertising is to create an image or brand image. Take BMW Z3 for example, it was introduced in 1996 and shortly the car has been used in the famous James Bond movie. This is similar to Nissan 350 Fairlady Z in the recent 2007 Fast and the Furious 3 Tokyo Drift. Over the years Tata Motors have been successful in creating their brand image especially they use some famous stars as their spokesman. Other important marketing strategies are such as the packaging, innovations, and quality control. Tata Motors provide many innovative features to attract car lover. One of these innovations is the Tata Safari 4X4Dicor that has Reverse Guide System. A weather-proof camera is fixed to the rear car to help the driver while reversing the car. 2. Pricing Strategy There are various factors to determine a price of a car. These factors are such as market condition (it cant be too low or too high with the prices of same vehicle from competitors, it has to be at par), cost incurred to build a car, profit by company, dealer profit.

Giving discount every month and special promotion for certain type of vehicle also one of the strong strategy use by Tata Motors. Discount can be made from Companys profit or from dealers profit at certain range. 3. Place Place of dealership does play an important role. The channel of distribution, physical location, and dealership method of distribution and sales is generally adopted. The distribution of vehicle must be in a very systematic way, from the plant to dealership and to end user. This is not only in India itself but also to the world-wide dealership. (See also Ford Motor Company SWOT analysis) 4. Maintenance and Support After sales service is also another important marketing strategy for most of the car buyer to choose for the right car. End user will not want to spend a lot of time to travel to a far place just to service the car such as change engine oil, oil filter and some simple checking. Parts and accessories must also easy to access when it is needed to keep the customer satisfy from buying Tata cars until maintaining the car or even until they sell the car and change to a newer Tata model.

DRAWBACKS OF TATA NANO

Finally nano has launched and bookings are started. The people's car Nano is cheapest car in the World. Nano is five seater, mileage is also good as it is said that it'll offer 23 km/l, But there is always two side of a coin. Nano is made of light weighing steel and as the front side of the car is not too long there may maximum damage and its

top speed is 90km/hr and there is no power steering. But such a small car will not require power steering. There is no AC , cassette player and power windows in the basic model .It has only 4 gears which are manual and the fuel tank capacity is 30lts

Tata Motors, Indias largest automobile company, is planning to offer its customers with a new variant of its Nano known as Nano Plus, by launching the improved version car in 2011.

While Nano with Rs. 1 lac price tag was failed to give good target to Tata Motors, Nano Plus is expected to fill and make up the gap with its great up gradation.

The improved version Nano Plus will come with a powerful engine-1000 cc engine as against the older 623 cc engine, ABS, alloy wheel, integrated music system and improved interiors.

Nano Plus seems to be on the lines of Nano europa and is likely to compete with the Maruti Alto and Chevrolet Spark. However, the details about the price and features are yet to be revealed. The company said that Tata Nano Plus will hit the market in 2011.The main drawbacks are:y No Hand Brake. y Engine at the rear. So no protection at the front in case of accident. y Top speed - 90 Kmph (Kilometer per hour). Thats why it would be just a city car more or less, no long drives! Pity!!. So, it would not be popular among youth who need speed which they get in Bikes.

y Made up of low grade metal Aluminium y Mileage: 20 Kmpl in spite of being light weight y Low Quality interiors - Seat cover are made up of leather. y No spare Tire. y Small sized Dashboard which can't safeguard against collision from front. y Low Priced gearbox from Kinetic Scooter Company. y Very ugly interiors. y Seats uncomfortable much like a Three-Wheeler. y Emission norms not followed properly. y Not power full ,Pick up y Little Advantage in Hot Places: It has an AC (Air Conditioner)

The marketing strategies of Tata Motors


Tata Motors has said that the Nano's marketing strategy in particular is to use conventional media outlets, but use them in unconventional ways. The Nano will have no television campaigns, instead relying on innovative use of printed media, radio spots and other media such as the Internet. Marketing strategies of Tata Motors include the usual boring stuff like incorporating Tata Nano news intrpret newspapers and creating Nano newsbreaks on the radio. Some of the more interesting marketing strategies of Tata Motors includes Tata Nano news crawling across as ticker messages at the bottom of your TV as well as new online Tata Nano games, Tata Nano Internet chat rooms, irritating Tata Nano pop-ups on major websites and even some in-depth Tata Nano conversations for users to join in on Facebook, Orkut and other blogspaces. Ad industry know-it-alls say the marketing strategies of Tata Motors will be "cost-effective and innovative so that the Tata Nano becomes synonymous with anything small, cute and brief. The idea is to make the Nano part of our everyday lingo like, 'see you after a nano.' Its a totally word-of-mouth campaign, said some guy who claims he is very familiar with the marketing strategies of Tata Motors. Tata Motors has appointed Rediffusion DY&R with creative content design for the Tata Nano campaign. The Economic Times has quoted Mahesh Chauhan, Group CEO, Rediffusion DY&R as saying, The Nano is a collective dream of the Tata Motors team and millions of Indians. We feel privileged that Tata Motors has selected us to partner this dream and share it with India. It is one of the most exciting brands in the country to be associated with.

By looking at the Marketing strategies of TATA motors, the SWOT analysis (the Strengths, Weakness, Opportunities, Threats) can clearly tells why Tata Motors marketing strategies is one of the successful stories in automobile industry nowadays Tata Motors is an Automobile Company in India and is a very high earning company. Its revenues reportedly in the year 2008-2009, are 14 billion. But it's achievements do not stop there. It is among the world's top automobile companies, reportedly the 4th largest truck manufacturer.

The question that many may ask is, What can we learn from such a large company, with such great profits? The age old statement, Success often leaves traces may be appropriate to add in this junction.

With 23,000 employees what is notable in Tata Motors approach is the fact that it's marketing approach is novel and founded on clear cut internet marketing guidelines. One only has to go to the Tata Motors website to find that it integrates multiple media outlets in it's marketing approach. From its use of flash to its sleak website design, the comapny uses what is essential to great profits,- innovation.

Innovation is simply the process by which companies increase their profitability in the marketplace by staking out a position that other companies in the market can't do. It clears out space in their prospect's mind as to what their company is able to offer them that no other company can.

For Tata Motors- excellence in service and presentation- is the perception that comes to the prospects mind, for others it may understanding a customer's family needs for a car.

Essentially what Tata Motors has done is they've brought a new range of value to their market by bringing media and technology that have not been overemphasized by their competitors so that they could carve out an unshakable space in the minds of their customers and thus lead to increased sales. Marketing strategies of TATA motors is one of the most successful marketing strategies in automobile industry. By looking at the SWOT analysis of Ta Motors ta , you will know why Tata Motors Company is able to produce more than 4 million different types of vehicles such as cars, trucks, commercial vehicles,
44etc

since the company began in 1945. Meanwhile, Tata Motors Limited has

also become the largest automobile producer in India market.

IMPROVEMENTS
y Need for airbag is essential. y Now the price is more than Rs.1,00,000/-so try to fix in that price. y Include hand brake, it reduces accident. y Improve power pickup. y Try to use quality(hard) metals in body.

CONCLUSION
Tata nano is one of the important cars introduced by Tata motors.The peoples car is cheapest car in the world.so the nano catch the market easily. But now I find out some drawbacks of tata nano.so they must care about this problem.I expecting that after eliminating these drawbacks they come back soon.

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