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Tata Motors announced in that the Nano would be manufactured in singur , West Bengal helped in part by a forced acquisition and reuse of farmland by the West Bengal state government to entice Tata to build there. Local farmers soon began protesting the forced acquisition of their land for the new factory. As the protests continued through 2007 and 2008, Tata first delayed the Nano launch and later decided to build the car in a different state (Gujarat) instead.

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The Tata Nano is an inexpensive, rear -engined, rearfourfour -passenger city car built by the Indian company Tata Motors and is aimed primarily at the Indian domestic market. Tata Motors began selling its "one- lakh car" in "oneMarch, 2009.This nickname is due to the Nano 's price point, near 100,000 ( US$ 2100). It is the cheapest road car in the world today, though the price continues to rise due to increasing material costs.

Length: 3.1mtr  Wide: 1.5mtr  Height: 1.6mtr  Weight: 600kg  Mileage: 20kmpl  Fuel tank:15ltr  Engine:624cc


Top speed : 95-100kmh 95 Ground clearance:180mm  Gear box:4-speed box:4

Tata nano std: priced at 142,000 (US$2,879.8) (US$2,879.8) with a choice of three exterior colors, singlesinglecolor seats, and a fold-down rear seat. fold-

Tata nano cx: at 171,000 (US$3,467.9) cx: (US$3,467.9) with five color options, air -conditioning, airtwotwo-tone seats, a parcel shelf, assisted brakes and fold-down rear seat with nap foldrest.

Tata nano lx: at 195,000 (US$3,954.6) with (US$3,954.6) all of the features of the Cx plus fabric seats, central locking, front power windows, bodybodycolored bumpers, fog lamps, a trip meter, a cup holder, mobile phone charging capabilities and a rear spoiler.

(1) What is the first thing, which comes in to your mind

when you think about nano ? -----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------(2) Instead of puchasing a bike will you prefer to go for (2) the nano ? [A] strongly disagree. [B] disagree. [C] nither agree nor disagree. [D] agree.[E] strongly agree.

(3) which feature of nano attracts you most, that inspires you to go for nano ? [A] price [B] design [C] mileage [D] interior space [E] all the above [F] cant say

(4)F (4)F or what purpose would you like to use nano? nano? [A] will offer it to your children to use it in place of a two wheeler. [B] will use as family car for shopping and travel. [C] would like to offer as gift. [D] will prefer as a taxi. [E] any other, specify----------------specify-----------------

(5) which colour of nano would you prefer ? [A] red [B] blue [C] white [D] yellow [E] silver [F] other, specify---------------specify----------------

(6)Do (6)Do you think nano is peoples car? [A] yes [B] no [C] cant say (7) will you recommend nano to your friends & relative? [A] yes [B] no [C] cant say

(8) which small car would you prefer to buy? [A] maruti 800 [B] tata nano [C] others ---------(9) How long can you wait for nano? nano? [A] 1-2 months 1[B] 2-4 months 2[C] 4-6 months 4[D] cant say

(10) Can you trust nano for safety? [A] yes [B] no [C] cant say (11) If the price of nano rises, would you still purchase it ? [A] yes [B] no [C] cant say

Exploratory research: explore the first hand information about the peoples perception for tatas nano. It was necessary to know the key elements which could be handy in judging the perception for nono. To get the insights and understanding. We showed the picture of nano to the respon: we opted for the exploratory research to dents and asked them what they think about nano,

we also asked them to define nano in one word. the responses varied from being trendy to rural from safe to ecological, cheap,to peoples car.

We choose the sample on the basis of non probability sampling. we decided to use sampling. convenience sampling technique.which technique.which represented the whole population of young generation executive,to conduct over marketing research. Although there are many potential buyers of Tata Nano,but for this particular research we decided to focus only on the young generation.

Segmentation variable used:

Geographic: Geographic: Rural and urban. Demographic: Family size and income. Behavioral: Benefit and user status

  


 


Target market :
Executive two wheeler segment Second hand car user
Auto rickshaw market

Middle and lower income group people




positioning:
Tata intending to place in the mind of the consumers as a peoples car.

strategic options:

undifferentiated

Strength: Price, mileage, style, brand name, all weather vehicle, frist innovation.  Weakness: Fiber body, low suspension power, low engine capacity, light vehical not suitable for hilly area.


Opportunity:

Bikers can be motivated, auto rickshow & second hand market can be motivated.
Threats:

Other competitors(bajaj, maruti, tara ti not competitors(bajaj, maruti, ecoeco-friendly,govt may come.)

Nano is not really perceived as a rural car. 64% of the respondents disagree with the fact that it is a rural car. Despite being the cheapest car in the world people accept and see it as a city car. From secondary data analysis, we found that nano's main target segment is rural India. But our findings tell us that a part from rural India, it has a huge market in tier1,tier2,tier3, cities in India's tatas strategy should be to do good branding in order to attract large customer segments especially youth of india. india.

60% of the respondents agree that nano in trendy. People perceive it as a fashionable car so as nano is perceived as trendy, it has potential to make huge business apart from rural market.

More than 90% of the respondents agree that Nano is peoples car. We got mixed responses about Nano as a car for young generation.it is a car which fits to the need of all type of customers.it is a product of mass consuption.

In terms of safety and ecology, we have got fairly mixed responses. Most respondents said they dont know whether Nano is safe and ecological or not. More than 40% respondents did not know whether it is safe & ecological. This is probably because they have not really driven Nano.

The respondents perceive Nano as a car for middle or lower class. Its price, its size and its feature are the reasons of such an affirmation. It also confirms that it is a car for masses.  The research has shown that price & tatas brand name are the most important reasons for the people to buy Nano.96% respondents gave price as the first reason to buy Nano.


We believe the company should keep up its brand leverage on the people. Itmust keep the promised price. The other reasons like design, fuel efficiency, after sale services were not considered important because Nano is yet to be launched.

67% of the respondents think that Nano will be a successful can and just 4% of them doubt this. that is quit encouraging for tatas brand! This also suggest that people trust tata as a company. They think very positively about Nano despite the fact that is has not lounched. lounched.

       

Idea generation: Moterbiking (business- standard) (businessProduct features: www.tatanano.com Swot Analysis: The times of india www.tatamotors.com Stp: Stp: Business today, the times of india, philip india, kotler. kotler.