Introduction

Indian Automobile Industry has taken a gigantic leap in terms of development and acceptance of new cars. Making cars as per the Indian requirement was the challenge faced by many companies. Tata is aspiring to produce an automobile for the middle class with the USP being the most economical car.

Company Profile

• Name : Tata Motors.

• Founded : 1945

• Founder : J. R. D. Tata

• Industry : Automobiles

• Head Quarters : Mumbai, India

Market Opportunity

• Indian Automobile Market possesses huge potential and opportunities for small and economic sized cars.

• The major area as per the market research is the Middle Class who are willing to accept small sized cars for their needs.

Brand

Element

Name

URL

Logo

Tagline / Slogan

Brand Name : Tata Nano.

The Logo :

The Tagline / Slogan : "More Dreams Per Car"

The URL : www.tatanano.com

Brand perception

Phase 1

Creating Hype

Phase 2

Media Scrutiny

Phase 3

Extensive Marketing

Market

• People who want to travel

Target Market

• People who want a 4 Wheeler

Segment

• All Income groups

• Lifestyle: Family / Personal use

Target Segment

• Cities & Rural areas

• Lower & Middle Income groups

• Families, Students

Customer

• Lower and middle income families, who want to upgrade to 4 wheeler from 2 wheeler

• Youth, who prefer young, trendy & innovative vehicles with good safety features at low cost

Segmentation & Targeting

Competitors

Bajaj

.

• RE6O

Maruti

Suzuki

• CERVO

Maruti

Suzuki

• ALTO

Hyundai

.

• SANTRO

HIGH

PRICE

We would position

ourselves in Shining Sun

segment with

Low Prices

And

High Benefits

Positioning

LOW

HIGHLOW

SHINING SUN SHOOTING STAR

BLACK HOLE POISONOUS GAS

B

E

N

E

F

I

T

S

Strength

Economical Sale Price

Weakness

Low profile image of the brand in the minds of the

customers

Opportunities

Huge potential in the middle class category of consumers

Threats

New & upcoming cars in the market around the same

price bracket.

SWOT Analysis

Reasons for a Welcome Launch

Pricing

For the Middle Class

Design

Reasons why USP went against the Sales Performance

Status conscious consumers

The Nano being termed as Garib Rath by media

Media Attention

1. Created the hype.

2. Most economic car

3. Edge over competitors

with Pricing

1. Product Scrutiny

2. Negative Publicity

Reasons for Impacted Sales

• After the perception of the market about the product, the consumers did not wish to be related to the TATA NANO because of its Media Synonyms.

• Media Scrutiny played a major role for a vast variation in the sales.

Futuristic Scenario

• The TATA Nano Possesses immense potential to tap the unexplored middle class market if re-marketed with the right product positioning therefore, removing the present perception about the brand and the product.

Our Solutions - Marketing Strategies

• Re-Market Tata Nano as “Luxury without a Price”, being an attempt to refurbish its current title “Cheapest car of the World”.

• Ride to Drive Campaign.

• General marketing tools like Social media, T.V. & Print Campaigns.

Luxury without a Price