TATA nano………. : TATA nano………. TATA nano……… : TATA nano……… The ONE lakh car that drives ONE billion dreams…………
The People’s Car IDEA GENERATION : IDEA GENERATION “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. NANO’S SPECIFICATION : NANO’S SPECIFICATION LOOKS: The snub-nosed car
DIMENTION: 3.1metres(10.23feet)long,1.5 metres wide & 1.6 metres high. Can seat 4 or 5 people
ENGINE: A two cylinder 623 cc, 35 horsepower rear mounted,all alluminium, multi-point fuel injection petrol can power the car to top speed of 105 kms. Per hour (65 miles per hour)
FUEL EFFICIENCY: 20 kms. Per litre, or 50 miles gallon is claimed.
POLLUTION: Tata says the car is better than two wheelers manufactured in India currently. SPECIFICATION : SPECIFICATION SAFETY: Car exceeds current regulatory requirements with a strong passengers compartment, PRODUCT FEATURES : PRODUCT FEATURES Length-3.1 mtr
Height -1.6 mtr
Weight -600 kgs
Engine – 624cc
Top speed :-95-100 kph
Gear box:-4 speed PRESENT NEAREST RIVALS : PRESENT NEAREST RIVALS MARUTI 800 & ALTO FUTURE COMPETITOR : FUTURE COMPETITOR MAHINDRA (1.3LAKH) TATA OPTION : TATA OPTION TATA NANO (EUROPA) SWOT ANALYSIS : SWOT ANALYSIS STRENGTH-Price, mileage, style, brand name, first innovation.
WEAKNESS-Fiber body, low suspension power, low engine capacity, light vehicle, not suitable for hilly areas.
OPPORTUNITY-Bikers can be motivated, auto rickshaw & second market can be motivated.
THREATS- Competitors. STP : STP SEGMENTATION- Variables used
Geographical – 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 consumer’s as the people’s car
Strategic options- undifferentiated marketing. PRICING STRATEGY : 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
Low pricing policy with minimum profit margin. PROMOTION : 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. DISTRIBUTION : DISTRIBUTION It has n- number of showrooms in India.
The exclusive showrooms are the best distribution channels for TATA itself. POST PURCHASE SERVICES : 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. NANO STORY 2020…….. : NANO STORY 2020…….. NANO STORY 2020…….. : NANO STORY 2020…….. NANO STORY 2020…….. : NANO STORY 2020…….. NANO STORY 2020……. : NANO STORY 2020……. TATA (BYE-BYE TO SINGUR) : TATA (BYE-BYE TO SINGUR) PREPARED BY : PREPARED BY SHAILENDRA PRAKASH