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with special reference to

 NANO

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GROUP MEMBERS

PRAKASH KUMAR  – 23

TANOJ PANDEY  – 31

RONEY RODRIGUES  – 36

DEEPAK SHAH  – 40

ANAND SINGH  – 44

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INTRODUCTION Existence in 1945 – TELCO to TATA MOTORS

Largest Automobile Company

Market Share

Diversified Business in the World

Most valued Brand in India

Ethical Approach of TATA MOTORS CODE OF CONDUCT (25 Clauses)

POLICIES (Environment & Quality)

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  Business Strategies

Research & Development Expenditure

Technology for Tomorrow

COLLABORATIONS

Eg. Marcopolo Buses & Daewoo Commercial

Vehicles

1991 TURNAROUND

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 TATA SAFARI

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 TATA SAFARI

Introduction

Launched in 1996

1st SUV in India launched by TATAMOTORS

Market Share

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Entry of Mahindra Scorpio

Low Market Share

Turnaround Strategies

Upgraded Version

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 TATA SIERRA

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 TATA SIERRA First passenger car from Telco (Now Tata

motors) – 1991

Ratan Tata’s first attempt to make a mark in theIndian Business world after taking over Telco.

Why did Sierra failed in the market?a. Priceb. quality

c. corporate image of the company.

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 TATA ESTATE 

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 TATA ESTATE  Tata estate was launched in the year 1992.

Tata Motors got the idea for the Tata estate

from the Mercedes Benz Estate.

Why did ESTATE failed in market?

Car’s inability to compliment its looks with equally

good mechanics.

Lack of interest among public.

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TATA SUMO  1ST Passenger Vehicle designed in India

Launched in 1994

1,00,000 vehicles sold within 3 years of launch

Other upgraded versions

- Tata Sumo Victa- Tata Spacio

- Tata Sumo Victa Turbo DI

- Tata Sumo Gold

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LAUNCH OF SUMO GRANDE 

An attempt to shift the consumer's interest backto Tata MUVs.

Tagline “Size Matters” 

Positioning – most spacious MUV + FAMILYCAR

Hugely popular in the Taxi segment

Market share going slightly down due to Innova,

Scorpio, Xylo

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 TATA JAGUAR LAND ROVER 

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TATA JAGUAR LAND ROVER 

JAGUAR LAND ROVER DEAL JLR – A Sick Unit

 Affected TATA MOTOR’s Share Prices 

ImprovementDesign

Mileage

Innovation

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UK to INDIA

TURNAROUND Q3 Profits

Increasing Sales

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 TATA NANO

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WHY TATA CAME UP WITH “NANO”???? 

Ratan Tata’s dream

Cheapest car in the world

Opportunity in the large number of Indian families

Auto Expo 2008 – New Delhi

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 WHY NANO FAILED ?????

Too much dependence on word of mouth publicity

Setback to customers in terms of price

Car’s biggest USP acted against it. 

Low re-sale value

Indian psychology

No demand from Bicyclists

Could not meet motorcyclists demand

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Less ideal for long distance travelers

Limited early availability

Tata did not capitalize on the very happyusers

No brand ambassador

Production delay due to political problem

Weak dealership network

Similar cars at competitive prices

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Technical glitches

Indirect competitor – Motorcycle

STRATEGIES TO PUSH UP

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 STRATEGIES TO PUSH UP

 SALES OF TATA NANO

“Cheap car” tag changed 

Reach out to customers

Improving channel of distribution

Tata Nano Valentine

Policing

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Customer friendly maintenance contract

www.tatanano.com

Compensation for missing features

Technical Changes

Tata Nano 2012

Tata Diesel – Re.1/ per km

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CONCLUSION

Petrol Prices

Advantage – Diesel Cars

Mix Blend of SUVs, MUVs and

the Innovative NANO

Monopoly in commercial vehicles

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 THANK YOU