TATA NANO MARKETING PRESENTATION

Presented by : Amrish Chauhan Vivek tomar

INDIAN AUTOMOBILE INDUSTRY

In India, there are 100 people per vehicle, while 82 in China. It is expected that Indian automobile industry will achieve mass motorization status by 2014. India is the 11th largest Passenger Cars producing countries in the world and 4th largest in

TATA

MOTORS

Company Profile
Industry : Automotive Manufacturing

Tata Motors is part of the Tata Group which is one of the top five business houses in India, having history of 185+ years of successful business ventures. Turnover of R. 652 crores An Indian automotive major with signific ant markets in Europe, Australia, South East Asia, Middle east and Africa. Today, Tata Motors is the second largest passenger vehicle player in the domestic market with a market share of 16.6%

TATA Nano & Idea generation

The ONE lakh car that drives ONE billion dreamsThe Peoples Car. I saw families riding around on scooters with kids standing up & the mother carrying a baby & decided to do something about it.It started as a quest affordable transportation solution. -RATAN TATA.

Why the name Nano? Nano stands for superior technology and small in size. This is what this car depicts and hence the name Nano.

TATA NANO - WORLD'S CHEAPEST NEW CAR IS UNVEILED IN INDIA

Tata Motors, One of the India's Biggest Car Companies launched their long awaited one lakh rupee car in India with the name "Tata Nano". With the launch of Tata Nano, it became the world's cheapest car. The critics initially derided the concept mainly on the basis of the price.

target, more so as oil and steel prices rocketed. But Ratan Tata still kept his promise and delivered the Nano almost at his target price, forcing global car makers to take note. In fact, many top automobile giants are now scurrying for their own versions to meet growing environmental and cost concerns.

What makes the TATA NANO so cheap!!!

TATA OPTION

TATA NANO (EUROPA)

POST PURCHASE SERVICES

As TATA is going to provide this car in one lakh only, it may not give the same service like its other vehicles. But its post purchase service will be better than a costlier bike. Customer can get minimum 3 services from TATA in any of servicing center, all over the country. We the future customer, can also hope for additional services from TATA group.

PRESENT NEAREST RIVALS

MARUTI 800 & ALTO

FUTURE COMPETITOR

MAHINDRA (1.3LAKH)

SWOT Analysis
STRENGTH Price, mileage, style, brand name, all weather vehicle, first innovation. Fiber body, low suspension power, low engine capacity, light vehicle, not suitable for hilly areas, delay due to singur violation.

WEAKNESS

OPPORTUNITY Bikers can be motivated, auto rickshaw & second hand market can be motivated. THREAT Other competitors (Bajaj, Maruti , Tara tiny) not eco-friendly, Govt. may come with new rule.

STP

SEGMENTATIONGeographical rural & urban Demographic family size & income Behavioral- benefit & user status Target market- Executive two wheelers segment, second hand car users, auto user market, middle & lower income group people. Positioning TATA intending to place in the mind of the consumers as the peoples car.

4 Ps of TATA NANO PRODUCT

Length-3.1 mtr Wide-1.5 mtr Height -1.6 mtr Weight -600 kgs Mileage-20kmpl Fuel tank-15ltr Engine 624cc Top speed :-95-100 kph Ground clearance:-180mm Gear box:-4 speed

PRICING STRATEGY

Though the one lakh price tag is not fixed by TATA group, it was word of mouth of people which fixed that range. This expectation of people creates a big challenge for the company. To accept this challenge the following strategies are followed:Target costing method Penetration pricing Low pricing policy with minimum profit margin.

PROMOTION

Enough use of one of the most important element of the promotion mix, (publicity)reduces the necessity of other promotional devices for nano. Nano got publicity in the following ways:Publicity as one lakh car from mouth to mouth. Publicity through print & electronic media Singur violation.

PLACES(DISTRIBUTION)

It has n- number of showrooms in India. The exclusive showrooms are the best distribution channels for TATA itself.

Competitive Analysis of TATA Nano using Porter Five forces

Michael Porter developed Five Forces model to analyze the economic and market forces that will ultimately influence an industrys profit potential. Those Five Forces are

BCG MATRIX for TATA MOTORS.

G R O
HIGH

W
T H R

STAR TML Passenger vehicles

? Tata JLR

A
T E
LOW LOW

Cash cow Tata Nano

Dog none

HIGH

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