Nano (Media Plan)

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Revamping marketing strategy of Tata Nano

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Revamping Marketing Strategy of:

Revamping Marketing Strategy of TATA Nano Presented By: Kirtan Pandya (32)

Flow Of Content:

Flow Of Content Initial marketing strategy STP Marketing Mix Brief Marketing strategy Proposed marketing strategy Communication process National level Ahmedabad level

Start of Dream!:

Start of Dream! “I saw families riding around on scooters with kids standing up and the mother carrying a baby and sitting pillion and decided to do something about it. It started as a quest for an affordable transportation solution”. - RATAN TATA

STP:

STP Geographic Rural and Urban (Tier 2 , Tier 3) Demographic Family size Nuclear f amily (married couple, children ) Income Middle class (80,000 – 1,20,000 p.a. ) Lower middle (40,000 – 80,000 p.a. ) Psychographic SEC : B1 B2 Behavioral Benefits Economy , quality User status First time users Target market Executive two wheeler segment, second hand car user, lower income group people. Positioning TATA intending to place in the mind of the consumers as a ‘ People’s car’

Marketing Mix:

Marketing Mix

Creative Brief:

Creative Brief Problem To spread Word of mouth as 1 Lakh car Audience Lower middle and middle class Support Economical car with sufficient features Core message To speak the language of the middle class consumers, while highlighting the product's features including space, performance, mileage, safety and durability. The campaign was a blend of emotionality and functionality.

Marketing strategies :

Marketing strategies Online strategies Website Social media Nano game Online Advertisements

Marketing strategies :

Marketing strategies Offline strategies Collaborations with banks Mall displays Dealer network TV commercials and Print Ads Auto Expo (Delhi and Geneva)

What went wrong with Nano?:

What went wrong with Nano? Wrong positioning with some technical errors in the car

PowerPoint Presentation:

Proposed Marketing Strategy

Factors that support new marketing strategy:

Factors that support new marketing strategy Compared to advanced automobile markets, income levels in India are significantly lower and it results into very less market share (around 3%) of 4 wheelers of India in world market i.e. Enough scope to grow 65% population is below the age of 35 Perfect combination of quantity and quality!

Creative brief:

Creative brief Problem To remove its tag of poor people’s car Audience Primary audience: Young executives Secondary audience: Middle class & lower middle class Core message Nano will be stepping stone to your career path Support Available in 3 variants with Basic features, superior quality and small price!

Communication Process:

Communication Process

Identify Target Audience :

Identify Target Audience Geographic Rural and Urban Demographic Family size Young Single Nuclear f amily (married couple, children ) Income Upper Middle (> 1,60,000 p.a. ) Middle class (80,000 – 1,20,000 p.a. ) Lower middle (40,000 – 80,000 p.a. ) Psychographic SEC : A1 A2 B1 B2 Behavioral Benefits Economy , quality User status First time users and Potential users Target market Young e xecutives who has just started their career , second hand car user, Positioning Tata Nano will be positioned as car which is for all the young people who believes they are hard working and who invest their money wisely

Determine Objectives :

Determine Objectives To revamp the ‘ Brand attitude ’ for Nano To change ‘ Brand purchase ’ intention for Nano To portray Nano as an ‘ Intelligent choice ’ amongst competitor cars

Design Communications :

Design Communications Message strategy What to say? Rational and Social rewards Creative strategy How to say it? Informational appeal

Select Channels :

Select Channels Personal Communication channel Advocate and Social channels Non Personal Communication channel Advertising Sales Promotion Events

Decide On Media Mix :

Decide On Media Mix

Establish Budget:

Establish Budget Print media TV Commercials Outdoor Advertisements

PowerPoint Presentation:

India Level

Print Media:

Print Media Newspaper Size (Color Ad) Rate of 1 day Total rate for 3 days in a week Duration Total cost for 2 months Times of India Full page 14,85,000 44,55,000 2 months 3,56,40,000

TV commercials:

TV commercials Channels Timing (Slots) 1 day cost for airing Ad for 8 times (30 sec) Total cost for 2 months MTV 7pm – 11 pm 15 Lakh 9,00,00,000 Aaj Tak 7pm – 11 pm 18 Lakh 10,80,00,000 Star Plus 7pm – 11 pm 20 Lakh 12,00,00,000 31,80,00,000

Outdoor advertisement:

Outdoor advertisement Location Size (cm) Rate of 1 billboard for 2 months Rate of 5 billboards for 2 months Frequency Total cost City 400*500 12,03,960 60,19,800 20 12,03,96,000 Highways 720*2400 18,06,680 90,33,400 20 18,06,68,000 30,10,64,000

Total advertising budget:

Total advertising budget Tool Cost Print 3,56,40,000 TV 31,80,00,000 Outdoor 30,10,64,000 Total 65,47,04,000

PowerPoint Presentation:

Ahmedabad Level

Outdoor advertisement:

Outdoor advertisement Location Size (cm) Rate of 1 billboard for 2 months Rate of 40 billboards for 2 months Main Cross roads & Near corporate houses 400*500 12,03,960 4,81,58,400 4,81,58,400

Events:

Events ‘Bright future with Tata Nano’ Fairs & trade shows by authorised dealers Tie ups with corporates and driving schools

Total advertising budget:

Total advertising budget Tool Cost Outdoor 4,81,58,400 Events 20,00,000 Total 5,01,58,400

Measure Results :

Measure Results Survey among the consumers asking them their previous and current attitudes towards Nano and their behavioral response After first 2 months (Jan-Feb) Comparative increase in sales of Jan-Feb than previous 2 months After 4 more months (March-April) Increase of 5% in sales After 3 rd quarter Increase of 10% in sales After 4 th quarter Increase of 10% in sales

References:

References www.afaqs.com http://www.business-standard.com/india/ www.tata.com/media/reports/inside.aspx?artid=7wzQgIGpR6g =

PowerPoint Presentation:

Thank you 

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