ASP Live Project

8/3/2019 ASP Live Project

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Promotional Strategies of Tata Nano

MBA-M&S

Section-A2nd Yr SEM-III


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TATA NANO

Presented by:

R.Venkatesh-17

Ashish Kumar-18

Neha Sharma -39


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IDEA GENERATIONI saw families riding around on

scooters with kids standing up and the

mother carrying a baby and sittingpillion and decided to do something

about it. It started as a quest for an

affordable transportation solution.

RATAN TATA

source:- Business standard


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TATA nanouThe ONE LAKHcar that drives ONE billion dreamsANO


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PROMOTION ACTIVITIES

y Enough use of one of the most important element of

promotion mix , publicity reduces the necessity of other

promotional devices for nano. Nano got publicity in the

following ways:- Publicity as One lakh car by mouth to mouth.

Auto expo 2008,New Delhi & Geneva.

Publicity through print & electronic media.


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PROMOTION ACTIVITIESu.

For other type of promotional activities ,cost factor that is 1

lakh price tag is to be keep in mind, TATA launched its nano

mobile for indicom user, nano watches , nano T-shirts

available in Westside stores .

Advertising:- TV & other mass media will be less effective,

thus too much money will not be invested in this regard .

Mainly word of mouth advertising will get more emphasis.

Internet will be a major media for advertising.


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PROMOTION ACTIVITIESu.

yOnline buzz:-Nano has gone beyond the traditional methodsof advertising and promotion online .

y Social Media communities:-

y Official Orkut community Members - 6,906.

y Official Face book Group Fans 34,332.

y Highest View Count on You Tube- 858,990

y No. of Blog Posts - 61,664

y TATA have a blog on the official website where they have been

discussing quite interesting topics and generally maintaining an

active community.


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Promotion through Existing

Infrastructure

Tata Indicom: NANO mobiles with phone scheme

Tata Sky: Discount on satellite connections for Nano

customers

Titan: Buy a NANO watch

Croma and Westside

Merchandise and accessories like Nano branded T-shirts, key

chains, teddy bears & watches


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Collaborations

ICICI Bank initiated a

whole campaign to

get noticed andspread the word .

Icicibank.com had a

banner ad on their

home page forbooking Nano.


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SBI offered loans

for total payment

of car andannounced a bank

interest on the

applications for

Nano which will berejected in lucky

draw


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Electronic Media

Radio

well be back after a Nano break

Television

messages or ticker news or other channels

Cell Phones

Text messages


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Print Media


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NANO STORY 2020u.


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NANO STORY 2020u.


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NANO STORY 2020u.


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NANO STORY 2020u.


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Appreciation of PR

Innovative use of media to advertise the launch of

the Tata Nano has fetched three top awards at

Emvies 2009, organised by the Advertising Club of

Bombay.

Best Media Innovation in Print and in Ambient

Media/ Out-of-Home categories.

Best media strategy in Consumer Durables.

Cannes 2009 - the world's most coveted advertisingawards - had conferred the Bronze Lion for Best Use

of Mixed Media to the Tata Nano's launch

advertising.


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Thank You

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