FLOW OF PRESENTATIONu
ABOUT TATA GROUP ABOUT TATA NANO PRESENT STRATEGIES: -PRODUCT -PRICE -PLACE -PROMOTION PROBLEMS WITH CURRENT STRATEGIES/ WEAKNESSES THE FUTURE NANO(OUR INNOVATION) FUTURE STRATEGIES: -PRODUCT -PRICE -PLACE -PROMOTION
ABOUT TATA GROUPu
? The TATA Group was founded by JAMSHED JI TATA ? Established in 1945, the Tata Group comprises 98 operating companies in seven business sectors. ? Tata Motors Limited, is a multinational automotive corporation headquartered in Mumbai, India.
VISION
´I
saw families ridding around on scooters with kids standing up and mother
carrying a baby and sitting Pillion and decided to do something about . It started as an quest for an affordable transportation solutions.µ
ABOUT TATA NANOu
ABOUT TATA NANOu
? Nano is called The People·s Car ? It was projected to be the least expensive production car in the world. ? The prefix "Nano" derives from the Greek root 'nanos', meaning dwarf. "Nano" also means "small" in Gujarati. ? Tata Motors has been able to cut down the cost of the nano by making things smaller and lighter, doing away with superficial parts and changing material wherever possible
PRODUCT
PROMOTION
PRESENT MARKETING STRATEGIES W.R.T
PRICE
PLACE
PRODUCT
? There are 3 variants in the Nano range: Nano, Nano CX and Nano LX ? Weight of the car: 615 to 635kg ? Small and compact
SPECIFICATIONS
LENGTH WIDTH HEIGHT ENGINE CAPACITY POWER FUEL INJECTION FUEL TYPE BODY TYPE SEATING CAPACITY MILEAGE TOP SPEED EMISSION NORMS SAFETY NORMS VERSIONS 3.1 METERS 1.5 METERS 1.6 METERS ALL-ALUMINUM, REAR MOUNTED, 623 CC 33 PS MULTI POINT FUEL INJECTION (MPFI) PETROL, DIESEL VERSION WILL BE LATER SHEET METAL 04 (FOUR) 20-22 KMPL (CITY DRIVE)26 KMPL (HIGHWAYS) 75 K.M EURO-IV, BHARAT STAGE-III COMPLIANT FRONTAL CRASH TESTED ONE STANDARD AND TWO DELUXE
FEATURES
PRICE
? Penetration pricing strategy: Low pricing with maximum market share. ? Basic Tata Nano Std - 1,23,000 Rupees ? Deluxe Tata Nano CX - 1,51,000 Rupees has air conditioning ? Luxury Tata Nano LX - 1,72,000 Rupees has air conditioning, power windows and central locking. ? The company has launched a special finance scheme ? Tata Motors has tied up with 28 banks and NBFCs ? The investment project is around Rs 3,000 crore
PLACE
? Till January 2011, Tata Nano was available in only 12 states in India. ? They plan to open more 874 outlets. ? Hub and Spoke distribution channel: - C and F Agent - Retail stores
PROMOTION
PROBLEMS OF TATA NANO
PROBLEMS
Fiber Body Low Suspension Light Weight Not Suitable for hilly areas or rural roads with infrastructure problems The Yellow color of the theme car is being taken as a taxi in the minds of the people Combustion of fire , hence negative publicity
CONTINUED
Noise of an Autorickshaw Did not penetrate the rural and semi ² urban areas Introducing petrol version first was a problem No advertisement until it was too late 2 wheeler owners get intimated by large showrooms
FUTURE OF TATA NANO OUR INNOVATION SUPERNANO
GO BIG ON SMALL
After the downfall of the sales of Tata Nano, we would suggest to revise and redefine the strategies of Tata Nano for the convenience of the prospect buyers. It goes as follows«
PRODUCT
Exterior:
? New metallic colors( Black, Ivory,Golden)) -Body Color Bumper -Body Color Door Handles ? Front and rear fog Lamps ? Tinted Glasses ? All Power Windows ? Adjustable Headlights, Fog Lights ² Front ? The new exciting look with diesel and C.N.G variant with a mileage of 30-35kmpl ? Larger fuel tanks with more capacity with an integrated engine
Interior:
? ? ? ? ? ? Leather seats Ample space AC / Climate control Power steering High end stereo with radio and CD player. Low fuel warning lamp
Safety: ? Air bags ? Sturdy body material suitable in all roads including hills and highways ? 17inch wheel base
PRICE
? Diesel and cng variant at 2.35lac and 2.5lacs respectively. ? The company has to increase its investment to around 5000 cr ( as per stated earlier of 3000 cr) ? Guarantee extended to 4 ² 5 yrs with free after sales service ? Longer term EMI·s for around 15 ² 30 months ? Tie up with nationalized banks ? Tie up with Mahindra and Mahindra for financing. ? Tie up with the Micro finance companies and NBFC·s
PLACE
? Large Channel Distribution with less involvement of channel intermediaries ? Having Mini Centers ( and not showrooms) at proper connectivity for rural consumers as well as semi ² urban areas. ? Wherever you are, there is a Tata Motors Sales and Service dealership close to you. ? Factory Outlets ? Online bookings ? In its own retail outlet : STAR BAZAAR
PROMOTION
? In 2009, the Nano won the 'Indian Car of the Year' award, but the Tatas did not leverage this at all. ? ? ? ? Strategy of giving rural people car in say 70% of total selling price. Westside, Croma and Star Bazzar lucky winners. Banners at 2 wheeler outlets market or area. Teaser Campaign of Mano ya na mano, this is ´The TATA NANO µ
? Brand ambassador: Sachin Tendulkar with a tag line ´THOUGH A LITTLE MASTER , BUT STILL THE MASTER BLASTERµ ? Social network campaign ? Parents can be encouraged to provide their children with nano instead of 2wheelers, to ensure safety.
On Radio(Contests, nano breaks) ? Print Media(front page bleeding ads) ? Outdoor (teaser hoardings pre and post launch) ? Emotional quotient ? Tying up with cricket matches taking fullest advantage of IPL and WORLD CUP ? Events like the car race in metros. ? ? ? Project Nano as pollution free & environment friendly. Lure the dealer with double sales. Strike a deal with builders & colonisers like Eldico ,DLF , Sahara etc. to give Nano to each flat buyer because small cost of Nano can be easily absorbed in huge cost of property & thus making the flat purchase more attractive.
doc_445443571.pptx
ABOUT TATA GROUP ABOUT TATA NANO PRESENT STRATEGIES: -PRODUCT -PRICE -PLACE -PROMOTION PROBLEMS WITH CURRENT STRATEGIES/ WEAKNESSES THE FUTURE NANO(OUR INNOVATION) FUTURE STRATEGIES: -PRODUCT -PRICE -PLACE -PROMOTION
ABOUT TATA GROUPu
? The TATA Group was founded by JAMSHED JI TATA ? Established in 1945, the Tata Group comprises 98 operating companies in seven business sectors. ? Tata Motors Limited, is a multinational automotive corporation headquartered in Mumbai, India.
VISION
´I
saw families ridding around on scooters with kids standing up and mother
carrying a baby and sitting Pillion and decided to do something about . It started as an quest for an affordable transportation solutions.µ
ABOUT TATA NANOu
ABOUT TATA NANOu
? Nano is called The People·s Car ? It was projected to be the least expensive production car in the world. ? The prefix "Nano" derives from the Greek root 'nanos', meaning dwarf. "Nano" also means "small" in Gujarati. ? Tata Motors has been able to cut down the cost of the nano by making things smaller and lighter, doing away with superficial parts and changing material wherever possible
PRODUCT
PROMOTION
PRESENT MARKETING STRATEGIES W.R.T
PRICE
PLACE
PRODUCT
? There are 3 variants in the Nano range: Nano, Nano CX and Nano LX ? Weight of the car: 615 to 635kg ? Small and compact
SPECIFICATIONS
LENGTH WIDTH HEIGHT ENGINE CAPACITY POWER FUEL INJECTION FUEL TYPE BODY TYPE SEATING CAPACITY MILEAGE TOP SPEED EMISSION NORMS SAFETY NORMS VERSIONS 3.1 METERS 1.5 METERS 1.6 METERS ALL-ALUMINUM, REAR MOUNTED, 623 CC 33 PS MULTI POINT FUEL INJECTION (MPFI) PETROL, DIESEL VERSION WILL BE LATER SHEET METAL 04 (FOUR) 20-22 KMPL (CITY DRIVE)26 KMPL (HIGHWAYS) 75 K.M EURO-IV, BHARAT STAGE-III COMPLIANT FRONTAL CRASH TESTED ONE STANDARD AND TWO DELUXE
FEATURES
PRICE
? Penetration pricing strategy: Low pricing with maximum market share. ? Basic Tata Nano Std - 1,23,000 Rupees ? Deluxe Tata Nano CX - 1,51,000 Rupees has air conditioning ? Luxury Tata Nano LX - 1,72,000 Rupees has air conditioning, power windows and central locking. ? The company has launched a special finance scheme ? Tata Motors has tied up with 28 banks and NBFCs ? The investment project is around Rs 3,000 crore
PLACE
? Till January 2011, Tata Nano was available in only 12 states in India. ? They plan to open more 874 outlets. ? Hub and Spoke distribution channel: - C and F Agent - Retail stores
PROMOTION
PROBLEMS OF TATA NANO
PROBLEMS
Fiber Body Low Suspension Light Weight Not Suitable for hilly areas or rural roads with infrastructure problems The Yellow color of the theme car is being taken as a taxi in the minds of the people Combustion of fire , hence negative publicity
CONTINUED
Noise of an Autorickshaw Did not penetrate the rural and semi ² urban areas Introducing petrol version first was a problem No advertisement until it was too late 2 wheeler owners get intimated by large showrooms
FUTURE OF TATA NANO OUR INNOVATION SUPERNANO
GO BIG ON SMALL
After the downfall of the sales of Tata Nano, we would suggest to revise and redefine the strategies of Tata Nano for the convenience of the prospect buyers. It goes as follows«
PRODUCT
Exterior:
? New metallic colors( Black, Ivory,Golden)) -Body Color Bumper -Body Color Door Handles ? Front and rear fog Lamps ? Tinted Glasses ? All Power Windows ? Adjustable Headlights, Fog Lights ² Front ? The new exciting look with diesel and C.N.G variant with a mileage of 30-35kmpl ? Larger fuel tanks with more capacity with an integrated engine
Interior:
? ? ? ? ? ? Leather seats Ample space AC / Climate control Power steering High end stereo with radio and CD player. Low fuel warning lamp
Safety: ? Air bags ? Sturdy body material suitable in all roads including hills and highways ? 17inch wheel base
PRICE
? Diesel and cng variant at 2.35lac and 2.5lacs respectively. ? The company has to increase its investment to around 5000 cr ( as per stated earlier of 3000 cr) ? Guarantee extended to 4 ² 5 yrs with free after sales service ? Longer term EMI·s for around 15 ² 30 months ? Tie up with nationalized banks ? Tie up with Mahindra and Mahindra for financing. ? Tie up with the Micro finance companies and NBFC·s
PLACE
? Large Channel Distribution with less involvement of channel intermediaries ? Having Mini Centers ( and not showrooms) at proper connectivity for rural consumers as well as semi ² urban areas. ? Wherever you are, there is a Tata Motors Sales and Service dealership close to you. ? Factory Outlets ? Online bookings ? In its own retail outlet : STAR BAZAAR
PROMOTION
? In 2009, the Nano won the 'Indian Car of the Year' award, but the Tatas did not leverage this at all. ? ? ? ? Strategy of giving rural people car in say 70% of total selling price. Westside, Croma and Star Bazzar lucky winners. Banners at 2 wheeler outlets market or area. Teaser Campaign of Mano ya na mano, this is ´The TATA NANO µ
? Brand ambassador: Sachin Tendulkar with a tag line ´THOUGH A LITTLE MASTER , BUT STILL THE MASTER BLASTERµ ? Social network campaign ? Parents can be encouraged to provide their children with nano instead of 2wheelers, to ensure safety.
On Radio(Contests, nano breaks) ? Print Media(front page bleeding ads) ? Outdoor (teaser hoardings pre and post launch) ? Emotional quotient ? Tying up with cricket matches taking fullest advantage of IPL and WORLD CUP ? Events like the car race in metros. ? ? ? Project Nano as pollution free & environment friendly. Lure the dealer with double sales. Strike a deal with builders & colonisers like Eldico ,DLF , Sahara etc. to give Nano to each flat buyer because small cost of Nano can be easily absorbed in huge cost of property & thus making the flat purchase more attractive.
doc_445443571.pptx
