Nano final
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12-Sep-2014 -
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Transcript of Nano final
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To develop TATA into a world class
Indian car brand for innovative
and superior value vehicles
VISION
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• To be the most admired multi-national Indian
company producing vehicles that people love to buy
• To create an organization that people enjoy
working for doing business with and investing in
Mission
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A DRIVE TOWARDS… PROSPERITY – “NANO”
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• Length:- 3.1 mtr• Wide:- 1.5 mtr• Height:- 1.6 mtr• Weight:- 600 Kg• Mileage:- 20 Kmpl• Engine:- 623 cc• Top speed:- 95-105 Kph• Gear box:- 4-speed
The product feature
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Vehicle Summary
Body Type Hatchback
Seating Capacity 4
Transmission 4 Speed Manual
Suspension McPherson strut & Independent coil spring
Brakes Front Disk, Rear Drum
Fuel Tank 30 Litres
Ground Clearance 180 mm
Wheels 12 inch
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VARIOUS COLOURS OF “THE WONDER CAR”
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Petrol Engine2 cylinder petrol all aluminium Engine
624 ccBosch multi-point fuel injection (mpfi)
VariantsModels Ex-showroom
prices
Nano Standard Rs 1,23,360Nano Deluxe-Cx Rs 1,51,360Nano luxury-Lx Rs 1,72,360
Diesel Engine
Jointly developed with Diesel Engine
684 cc
Smallest Common Rail Turbocharged Diesel engine
Engine Options – Petrol, Diesel, Hybrid, Electric, Compressed Air
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Maruti 800 Tata Nano
Engine 800 cc 623 cc
Length 3.335 m 3.1 m
Width 1.440 m 1.5 m
Height 1.405 m 1.6 m
Top speed 120 km/hr 90 km/hr
Ground Clearance
Approximately more than 200mm
180mm
Comparison
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• Middle class families- A family of 4.• For young individuals• Second hand car users• Can be used as taxi- customer service-B2B
markets
Target Market
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• Though the one lakh price tag is not fixed by TATA group, it was the 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• Penetration pricing• Low pricing policy with minimum profit margin.
Pricing strategy
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Promotion * 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.o * Auto expo 2008,New Delhi & Genevao * Publicity through print & electronic media.o * Internet will be a major media for advertising.
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* For other type of promotional activities ,cost factor that is 1 lakh price tag is to be keep in mind, TATA is going to launch 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
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Online buzz:-Nano has gone beyond the traditional methods of advertising and promotion online .
Social Media communities:-Official Orkut community Members - 6,906. Official Facebook Group Fans - 4,210 Highest View Count on You Tube- 303,006 (it was just under 3,00,000 when
I began writing this post) No. of Blog Posts - 61,664 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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distribution TATA, it’s business has been extended to the overseas i.e. to the
Europe, Africa, U.S & Australia.
Hence it has n-number of showrooms in India & outside of India.
The exclusive showrooms are the best distribution channels for TATA itself.
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Strengths
PriceMileageStyleBrand NameFirst Innovation
Fiber Body Low Suspension Light Weight Not Suitable for Hilly Areas Delay due to Singur
Weakness
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• Bikers can be motivated
• Auto rickshaw & second hand market
• Other competitors
• Traffic Congestion
• New Regulations
Opportunities
Threats
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WORLD’S 5 CHEAPEST CARS
• 1. Cheapest cars Tata Nano
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5. Cheapest cars S-RV Mini SUV
Launched in 1998, the HQ or Haoqing S-RV belongs to the HQ series by Geely Automobile, China. This five-door, five-seater is very roomy, adjustable pitch seats, The basic model is priced at $5,780.
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2. Cheapest cars Chery QQ3
city car marketed in 2003. In China, it is sold for 29,000-50,000 Remnibi, while internationally it is priced at $5,000. antilock brake systems, dual front airbags, power windows and a Euro-III compliant engine with air-conditioning.
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3. Cheapest cars Maruti 800
Introduced in 1983, 800cc engine, great fuel efficiency and low maintenance cost.
Tagged at $5,200, it is available in both AC and non-AC versions.
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4. Cheapest cars: Merrie Star
Made by China-based Geely Automobile, four doors , riced at $5,500, it was launched in 2005 engine size ranging from 1.0 to 1.3 litres, Geely exports this model to Southeast Asia and Africa.
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Tata enjoying the most of incentives!!!
• A comprehensive package of incentives• Electricity Clause – Electricity at Rs.3kwh• Loan Repayment – Loan with interest repayable in annual installments• Lease rental
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Why Tata Nano pulled out of Singur?
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Political Battlefield
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Fight for Nano Begins – Again• West Bengal’s loss another State’s gain
• Karnataka 1st to offer
• Gujarat offered 3 strategic locations
- Mundra in Kutch district
- Charodi in Sanand
- Surat
• Orissa offered land at Gopalpur
• Maharashtra, Andhra Pradesh, Uttarakhand also made an offer
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Win-win situation
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Benefits to Loan of Rs 9,570 crores
THE DEAL
Rs 2,900 cr for Nano plant
Rs 6,670 cr for Infrastructure development
Repayment of Rs 9,570 cr loan @ 0.1% over 20 years
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• 100% exemption on electricity duty
• Concessional power tariff
• 1,100 acre land comes cheap
• No stamp duty, Registration and transfer charges
• Payment for land in 8 equal annual instalments
THE SWEETNERS
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Conclusion• World is getting tougher day by day being unique is a
competitive advantage. Expectations to Nano has proved this .
• After 100 years to Henry Ford , Tata has proved him again not only he came out of the expectations but also came out with a platform for Indian auto sector .
• So this as per this project conclusion can be draw as a future car not only of Indian but also if exported than could be to the world.
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Thank You
Arpit Kumar Singh
Isha Dubey
Megha Sahu
Nikhil Parashara
Shashi Kant