Post on 17-Jul-2015
Justification for choosing Tata Nano for
Rebranding:
Reasons of
failure
Confusing marketing strategy
Unfortunate accidents
and rumors
Launched in diesel and gasoline varients
Poor road conditions
Launched with higher
price
Ratan Tata announced his vision of the small car at the affordable rate of 2500$ or 1 lakh Rupees. The small project team headed by MrGirish Wagh tried various innovations, different design specifications and engineering changing to keep the cost below 1 lakh. Every design had to comply three major requirements cost, regulatory requirements and performance standards. Three designs were picked and one was picked in 2005.The Nano production factory was set up in Singuar West Bengal. Design house I.D.E.A refined Nano’s design and it was frozen in mid 2006. Tata Group chairman Ratan Tata on Thursday unveiled the Tata Nano at the 9th Auto Expo in New Delhi on 10th Jan 2008.After much controversy Nano’s production plant was moved to Sanand in Gujrat.In 2009 first car was handed to Ashok Vichare by Mr Ratan Tata.
History
Strength-Tata Brand name
-Low cost-Fuel efficient
-Safety (meets Euro 4 norms)
-Low pollution
Weakness
-Low power-Not a status symbol
-Limited featues-Confusing marketing
strategy
Opportunities
-Huge 2 wheeler market
-Tapping the Rural Markets
-First car in its segment
-Huge interst in global markets(Europe)
Threats
-New entrants in the segment
-Hybrid cars
-Increasing fuel prices
SW
OT A
NALY
SIS
• High number of manufacturers
• Highly concentrated market
Industry Competition
• Mid segment cars
• Two wheelers
Availability of substitutes
• High capital costs
• Legislation and government policy (think safety, EPA and emissions)
• Brand equity
Potential entrants
• Lot of varietiesBuyer Power
• Many Material suppliersSupplier Power
High
Low
Low
High
PORTER’S FORCES
High
PROMOTIONS
ATL(Above the line)
• Television Advertisements- Convenience, Price, Aesthetics
• Social Media- Facebook, Blogspot and ‘My ‘Nano’ story’ – amedium to share your stories and experiences
• Interactive billboards and print ads – Showcasing the‘Indian innovation’ of the brand and leveraging on itsuniqueness
• In place of Brand ambassadors we will have Brand Mascotcalled “NANO” to build a rapport with the target audienceand resonate the brand personality with them
BTL (Below the line)
• Price Promotions- Percentage discounts during re-launch period
• Lucrative gifts with purchase
• Discounts to Tata Employees
Redefine Brand Identity
- Icon of Style - Reliable - Trustworthy - Affordable luxury - Excellent Quality
Revitalize Brand Personality
- Spirited - Confident - Intelligent - Innovative - Spontaneous
Restructure Brand Elements
-Logo – Retain the parent brand logo to leverage on its legacy- Color – Lively and outgoing - Design – Aesthetically appealing and which connects with people of all ages
Co
nte
nts
of
Re
vit
ali
zed
Bra
nd
MARKETING COMMUNICATION MIX
Advertising
• TV Ads – Project Nanao as car for ‘Aam Aadmi’ and build relation with IndianConsumer as a caring brand
• Radio Ads – Aired on special slots such as Morning/evening, and onweekdays/holidays
• Print Ads – In local newspaper widely circulated in target market and in localmagazines like Dainik Jagran
• Billboards – Billboard, danglers, cut-outs placed at all strategic locations ex.Cinema halls, bus stops, nukkads.
• Testimonials - Videos of satisfied customers about their experience
Sales Promotions• Gifts – Along with sale, or sent through courier after-sales. This may not help in
direct increase in sales but will help to build brand loyalty and word-of-mouthpublicity
• Demonstration/Test drives – Trail cars taken to people going to offices, factories,students etc
• Special Discounts/Rebates – Special services to customers who have used Nanoearlier. Special discount during festive seasons
• Nano Club – A network of proud Nano owners to interact .
Events and Experiences
• Sports – Get associated with cricket events like IPL, and other tournaments due to strongappeal of games with Indians
• Entertainment – Gain mass appeal by being associated with programs like Kaun BanegaCrorepati, Big Boss and with channels like DD1, Colors
Public Relation and Publicity
• Press kits – Before re-launch of Nano, press to be briefed about it which will help inspreading the word. Press reporters can be called to manufacturing unit and shown highquality production and facility present.
• Seminars – Support seminars related to emerging technologies to live up to its expectationsto be a market leader
• Community relationship – Support events like literacy missions, computer education,welfare programs.
Direct and Interactive Marketing
• Telemarketing – SMSs can be sent to prospective customers about new schemes and newproducts
• Website – Contain detail information of all different models with their features with facilityto compare Nano products with other competitors products as well
• Word-of-Mouth – Nano’s performance, supreme designs, and affordable costs should compelpeople to talk favorably about it
Personal Selling
• Sales Presentations – Organize meeting in various cities where existing customers can comeand give their view about the product they are using currently and suggest modificationsand improvements in product.
• Samples – Placing few models in the display in show rooms
1-2
months
before
launch
1-2 weeks
before
the
launch
On
launch
day
1-2
weeks
after
launch
Teaser
CampaignPreparatory
CampaignLaunch
Activity
Post Launch
• Viral
advertisements
• Wall Paintings in
rural areas
• Distributing
hand-bands with
Nano on it
• Placing the
watch in tele-
series like Balika
vadhu, Bigg Boss
• Advertisements
in mobile apps
and games
• Advertisements
in local bus stops
• Launch a “Spot
the brand
mascot” contest
• Press
conference to
launch the new
models of Nano
• Launch a
creative writing
contest on
social media
• A full page ad in
all leading
national
newspaper
• Repetitive
television
advertising
• Ads on radio and
billboards
• Use panchayats
heads to
communicate the
benefit of the
product in rural
areas
Act
ivit
ies
Ou
tco
mes
• Create an
excitement among
people
• Number of hits on
company website
• Should become a
part of
prospective
customer’s
conversation
• Should start
receiving
enquiries
• Point of Sale
display at dealer
end
• Brand awareness
among people
should increase
• Increase in footfall
in the stores
• Increased sales
• Number of people
who visit the
company website
should increase
1-2
mont
hs
after
launc
h
• Continue with
Television
advertising
• Interactive
Hoardings
• Dedicated
presence on fb
and Twitter
• Undertake cross
promotions
with other TATA
products
Sustenance
• Competitor
reaction
• Customer
feedback in
terms of mail,
blogs, etc.
Phase 1 Phase 2 Phase 3 Phase 4 Phase 5
GO-TO-MARKET PLAN
Sample Overview
No Of Respondents
50
Males 62%
Females 38%
Age group
16-20 years 28%
21-25 years 6 %
26-30 years 40 %
31- 35 years 14 %
>35 years 12 %
Income Range
< 5 lakhs 22%
5 – 10 lakhs 62%
> 10 lakhs 16%
84%
16%
Nano Brand Knowledge
Yes
No
44
30
6
10
10
0 10 20 30 40 50
Hyndai
Maruti
Tata
Chevrolet
Others
Brand Position in Low Auto segment
Percentage
Behavior /Aspirations
Cars are a status symbol rather than a utility.
Consumers are more concerned about the brand of the product and
technology used.
34%
26%
10%
24%
6%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Brand
Look
Cost
Technology
availability
Critical Attribute
Critical Attribute