Decion Making Tata Nano

7/29/2019 Decion Making Tata Nano

1/21

SONIA WILLIAM

ROLL NO-15(BVIMSR)

PGDBM

Friday, November 27, 2009 Marketing Management 1


2/21

Tata Nano

The ONE lakh car that drives ONE

billion dreams


3/21

About Tata MotorsHistory:-

Established in 1945 .India's largest automobile company, with consolidated

revenues of Rs.70,938.85 crores (USD 14 billion) in

2008-09 .

Over 4 million Tata vehicles are on Indian roads.The first company from India's Engineering Sector to be

listed in the New York Stock Exchange (September 2004)

3


4/21

(contd)The company's manufacturing base in India is spread across:-

1) Jamshedpur (Jharkhand)

2) Pune (Maharashtra)

3) Lucknow (Uttar Pradesh)

4) Pantnagar (Uttarakhand)

5) Dharwad (Karnataka).

Tata Motors has operations in the UK, South Korea,Thailand and Spain as well.

4


5/21

Vision of the Company

I. Best in the manner in which we operate.

II. Best in the products we deliver.III. Best in our value system and ethics.

5


6/21



7/21



8/21

Idea Generation

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

8


9/21

Tata Nano Project Lead by Girish Wagh (General Manager, Tata Motors Ltd.)

Began in 2003

Objective was to create very low cost transportation system with four

wheels The car was designed at Italy's Institute of Development in Automotive

Engineering

A team of 500 engineers worked on it

Faced political obligations in Singur

Shifted to Pantnagar, Uttarakhand

Came out with worlds cheapest car in July, 2009

Till date 10,518 units on road

9


10/21

Marketing Mix(4 Ps)

Product: An impeccable vehicle, covering all

segments of the market, from youngsters to seniorcitizens. Attractive, small yet comfortable.

Price: Offering the lowest price in this segment.

10


11/21

(contd)

Place (distribution): With the existing Tata dealers

and roping in its other business lines like Westside,Croma , Titan stores, the distribution was never anissue for Nano.

Promotion: Coming from the Tatas stable, the Nanohas already created a brand image. The price of the carhas offered enough promotion not only in India butalso globally.

11


12/21

.

12


13/21

What Nano offers..?

A roomy passenger compartment with generous leg space and

head room.

Seating capacity of four.

Safety performance exceeds regulatory requirements in India.

Eco friendly

High fuel efficiency.

13


14/21

Product Life Cycle Curve

14


15/21

Tata Nano - Specifications Length:- 3.1 m

Wide:- 1.5 m

Height:- 1.6 m

Weight:- 600 kg

Mileage:- 20 km/l

Fuel tank:- 15 l

Engine:- 624 cc Ground

clearance:180mm

Gear box:- 4-speed

15


16/21

Compare.

Tata nano Maruti 800 Engine:-624cc, petrol.

Transmission:-4 forword,1-

reverse,manual.

Max power:-34.5 bhp @ 5250rpm.

Performance:- 0-60 kph:8.66

sec and 0-100 kph:31.3 sec.

Top speed:- 70 km/h.

Mileage(overall):- 20 km/l.

Price:- 123360 to 172360 (Ex

showroom, Delhi)

Engine:-796cc, petrol.

Transmission:-4 forword,1-

reverse, manual.

Max power:-37 bhp @ 5000rpm.

Performance:- 0-60 kph: 8.1

secs. And 0-100 kph:26.3 secs.

Top speed:- 130 kmph.

Mileage(overall):- 16 kmpl.

Price:- 1.97 lakh onwards.

16


17/21

Price list (Ex showroom price inDelhi)

TATA nano std (BS3) Rs-123360

TATA nano cx solid paint(BS3)

Rs-148360

TATA nano cx metallic paint(BS3)

Rs-151360

TATA nano LX metallic paint(BS3)

Rs-172360

17


18/21

Current Marketing Strategies

ONLINE STRATEGIES

1)Website: www.tatanano.com

2) Social Media:a) Blog

b) Orkut

c) Facebook

d) YouTube

18


19/21

(contd)3) Nano Game:

The game by Zapak was a great move to

spread word about the car and it seemsto have really worked well in doing it's

job.

4) Online Advertisements:The blogosphere and indian media sites were inundated

with ads for Tata Nano. The ads came in all shapes and

sizes and were definitely noticed.

19


20/21

(contd)OFFLINE STRATEGIES1) Collaborations:

Tata partnered with a few banks for releasing application

forms.

2) Mall Promotions:Models on display

3) Leveraging Existing Infrastructure:Now you can find Nano merchandise(eg. Nano watches,Nano T-shirts), application forms and demo cars in TataIndicom, Titan, Croma and Westside stores.

20


21/21


Decion Making Tata Nano

Documents

Transcript of Decion Making Tata Nano