Description
MARKETING STRATEGY OF TATA NANO
ASSIGNMENT ON MARKETING MANAGEMENT
UNDER GUIDANCE OF: SUBMITTED BY : DR.SARITA MISHRA ANU M.B.A 2ND SEMESTER B.U
Managing Director & Group CEO - Mr. Carl-Peter Forster Chairman - RATAN TATA Mission & ision !tatement" To become a world class automotive engineering and product development centre, and enable Tata Motors to become a world class automotive company. Milestone O# The Compan$
It has been a long and accelerated journey for Tata Motors, India's leading automobile manufacturer. Presented below is a list of some of the significant milestones in the ompany's journey towards e!cellence and leadership.
"#$#
• • • • • • • •
• • •
•
Tata %ce becomes India's first $-la&h brand in goods commercial vehicles. %ppointment of Mr. arl-Peter 'orster as Managing (irector of Tata Motors. )aguar *and +over announces opening of its (ealership in ,ew (elhi. Tata Motors to construct heavy truc& plant in Myanmar under -overnment of India's *ine of redit. Tata Motors declared as the ommercial .ehicle Ma&er of the /ear. Tata Motors Passenger ar (ivision launches 0Tata Motors 1ervice 2dge' for leading edge customer service. Tata Motors displays Tata ,ano 2. at the 3#th -eneva Motor 1how. hief Minister of Punjab inaugurates Tata Motors supported 1tate Institute of %utomotive and (riving 1&ills. )aguar *and +over announces (r. +alf 1peth as hief 2!ecutive 4fficer. Tata Motors appoints Mr. arl-Peter 'orster as -roup 24. Tata Motors -roup displays the widest range of products and environment-friendly technologies at %uto 2!po "#$#. Tata Motors launches Magic Iris.
4n "5th %pril "#$#, Tata Motors sold its 6 millionth ommercial .ehicle.
"##7
• • • •
• • • • • • •
• • •
Tata Marcopolo Motors, (harwad plant begins production. Tata Motors launches ,ano - The People's ar. Introduction of ,ew 8orld standard truc& range. *aunch of premium lu!ury vehicles - )aguar 9', 9'+ and 9:+ and *and +over (iscovery ;, +ange +over 1port and +ange +over from )aguar and *and +over in India. Tata ,ano wins the Indian ar of the /ear <I 4T/= %ward. Tata Motors launches the 1umo -rande M: II. Tata Motors begins distribution of Prima 8orld truc&. '+22*%,(2+ " launched in India. Tata Motors introduces the all new Tata 6#> Pic&up, Tata 1uper %ce and Tata %ce 29. 'irst )aguar *and +over showroom opens in India. Mr. +avi :ant to become ,on-e!ecutive .ice- hairman of Tata Motors on retirement, Mr.P.M. Telang to become Managing (irector -India 4perations. Tata ,ano draws over ".#; la&h boo&ings Tata Motors ac?uires remaining >7@ in Aipo arrocera. Tata Motors launches the ne!t generation all-new ManBa.
"##3
• • • • • • • • • • •
%ce plant at Pantnagar <Cttara&hand= begins production. Indica .ista D the new generation Indica, is launched. Tata Motors' new plant for ,ano to come up in -ujarat. *atest common rail diesel offering- the Indica ." (I 4+, launched. Indigo 1 < ompact 1edan=, worldEs first sub four-metre sedan, launched. *aunch of the new 1umo -- 1umo -rande, which combines the loo&s of an 1C. with the comforts of a family car. Tata Motors unveils its People's ar, ,ano, at the ninth %uto 2!po. 9enon, $tonne pic&-up truc&, launched in Thailand. Tata Motors signs definitive agreement with 'ord Motor ompany to purchase )aguar and *and +over. Tata Motors completes ac?uisition of )aguar *and +over. Tata Motors introduces new 1uper Milo range of buses. Tata Motors is 4fficial .ehicle Provider to /outh Faton +elay for The III ommonwealth /outh -ames Pune "##3.
•
Indica .ista D the second generation Indica, is launched.Tata Motors launches passenger cars and the new pic&-up in (.+. ongo
"##>
• • • • •
• • • •
• • •
• •
onstruction of 1mall ar plant at 1ingur, 8est Fengal, begins on )anuary "$. ,ew "##> Indica ." range is launched. Tata Motors launches the longwheel base Indigo 9*, India's first stretch limousine. ommon rail diesel <(I 4+= engine e!tended to Indigo sedan and estate range. Tata Motors and Thonburi %utomotive %ssembly Plant o. <Thonburi=, announce formation of a joint venture company in Thailand to manufacture, assemble and mar&et pic&up truc&s. +oll out of $##,###th %ce. Tata-'iat plant at +anjangaon inaugurated. *aunch of a new upgraded range of its entry level utility vehicle offering, the Tata 1pacio. *aunch of Magic, a comfortable, safe, four-wheeler public transportation mode, developed on the %ce platform. *aunch of 8inger, IndiaEs only ma!i-van. 'iat -roup and Tata Motors announce establishment of )oint .enture in India. *aunch of the 1umo .icta Turbo (I, the new upgraded range of its entry-level utility vehicle, the 1umo 1pacio.Tata Motors launches Indica ." Turbo with dual airbags and %F1. *aunch of new 1afari (I 4+ "." .TT range, powered by a new "." * (irect Injection ommon +ail <(I 4+= engine.+ollout of the one millionth passenger car off the Indica platform. +M-(M1 initiative crosses the $###th location milestone.
"##5
• • • • • •
Tata Motors vehicle sales in India cross four million mar&. Tata Motors unveils new long wheel base premium Indigo G 9 - over concept at %uto 2!po "##5. Indica ." 9eta launched. Passenger .ehicle sales in India cross one-million mar&. Tata Motors and Marcopolo, FraBil, announce joint venture to manufacture fully built buses and coaches for India and mar&ets abroad. Tata Motors first plant for small car to come up in 8est Fengal.
• • • • •
Tata Motors e!tends ,- options on its hatchbac& and estate range. T( . develops 1outh
rea's first *,--Powered Tractor- Trailer. Tata Motors and 'iat -roup announce three additional cooperation agreements. Tata Motors introduces a new Indigo range
Pro%uct"Tata Nano
The Tata ,ano is an ine!pensive, rear-engined, four-passenger city car built by the Indian company Tata Motors and is aimed primarily at the Indian domestic mar&et. Tata Motors began selling its Hone-la&h carH in March, "##7. The cheapest car in the world today,I though the price continues to rise due to increasing material costs. Its nic&name, Hone-la&h carH is due to the ,ano's price point, near $##,### <one la&h rupees=.
MAR&ET'NG !TRATEG( FOR TATA NANO
The ,anoEs overall mar&eting strategy will use conventional media in an unconventional manner. Cnli&e most small cars, ,ano wonEt be big on advertising. There will be no T. campaign, only innovative use of print, radio and other media, particularly the web. The Tata team is wor&ing on ,ano news in papers, ,ano brea&s on radio, ,ano appearing in the form of messages or tic&er news on T., online ,ano games, ,ano chatrooms on the ,et, ,ano pop-ups on major websites and ,ano conversation on 'aceboo&, 4r&ut and blogspaces. The Tata group, which recently launched the low-cost car, ,ano, also entered the lowcost housing segment to target industrial wor&ers and other low-wage earners. The idea is to ma&e the ,ano part of our everyday lingo li&e 0see you after a ,ano,E itEs a totally word-of-mouth campaign Tata has launched an online community based mar&eting effort to generate pre launch buBB about Tata ,ano and build a community around its brand. Tata ,ano is touted as the peopleEs car and building up on that platform Tata has launched a website named
www.tatanano.com to direct to an intrinsically social media driven website for the Tata ,ano hosted on Tata Motors sub domain. The website features a
• • • • • •
Flog % forum which already has $"### members % dream car configurator which allows you to play with Tata ,ano's design and create your own design. Foo&ing ,ano online, /ou can HbuildH your ,ano on the company website, which means that you can select the color, decals, wheels, fog lamps, seat covers, and dashboard. %long with this, there are features li&e free downloads, contests, and so on.
Tata seems to be actively engaging people by also discussing the ideas being generated in forum including the idea of actually selling the car online. Csing this Tata can also actually gauge international interest in ,ano .Tata has come )ith inno*ati*e strateg$ o# Nano in #ollo)ing )a$s"a+!trategic inten%J It is targeting the different segment through ,ano. In India ma!imum number of our population is in middle and lower segment. Tata ,ano car and housing project has directly positioned itEs product to these segment which others have failed to do. ,+'nno*ati*e strateg$J ,ano have gained so much popularity through word of mouth publicity that is does not re?uire any other advertising cost. People are eager to &now about ,ano. c+Core competenciesJ Tata has a right direction and focus towards ,ano. They &now that they have gained popularity and they are aware that they are ahead of their competitors. Aence, ,ano is a brilliant mar&eting strategy adopted by Tata and its huge success.
-.ERE 'T -OR&ED -.ERE 'T K +esult of this wasJ
• • • •
People from all wal&s of life ranging from businessmen to farmers, and from city dwellers to rural villagers came forth with their views. The comments posted by the customers ranged from enthusiastic acceptance of this idea to a complete denial of the same. 1ome customers even mentioned the areas where Tat would need to e!ercise caution before underta&ing such an initiative. %ll in all it was a wonderful demonstration of using customers as a sounding base for new ideas.
doc_960349504.doc
MARKETING STRATEGY OF TATA NANO
ASSIGNMENT ON MARKETING MANAGEMENT
UNDER GUIDANCE OF: SUBMITTED BY : DR.SARITA MISHRA ANU M.B.A 2ND SEMESTER B.U
Managing Director & Group CEO - Mr. Carl-Peter Forster Chairman - RATAN TATA Mission & ision !tatement" To become a world class automotive engineering and product development centre, and enable Tata Motors to become a world class automotive company. Milestone O# The Compan$
It has been a long and accelerated journey for Tata Motors, India's leading automobile manufacturer. Presented below is a list of some of the significant milestones in the ompany's journey towards e!cellence and leadership.
"#$#
• • • • • • • •
• • •
•
Tata %ce becomes India's first $-la&h brand in goods commercial vehicles. %ppointment of Mr. arl-Peter 'orster as Managing (irector of Tata Motors. )aguar *and +over announces opening of its (ealership in ,ew (elhi. Tata Motors to construct heavy truc& plant in Myanmar under -overnment of India's *ine of redit. Tata Motors declared as the ommercial .ehicle Ma&er of the /ear. Tata Motors Passenger ar (ivision launches 0Tata Motors 1ervice 2dge' for leading edge customer service. Tata Motors displays Tata ,ano 2. at the 3#th -eneva Motor 1how. hief Minister of Punjab inaugurates Tata Motors supported 1tate Institute of %utomotive and (riving 1&ills. )aguar *and +over announces (r. +alf 1peth as hief 2!ecutive 4fficer. Tata Motors appoints Mr. arl-Peter 'orster as -roup 24. Tata Motors -roup displays the widest range of products and environment-friendly technologies at %uto 2!po "#$#. Tata Motors launches Magic Iris.
4n "5th %pril "#$#, Tata Motors sold its 6 millionth ommercial .ehicle.
"##7
• • • •
• • • • • • •
• • •
Tata Marcopolo Motors, (harwad plant begins production. Tata Motors launches ,ano - The People's ar. Introduction of ,ew 8orld standard truc& range. *aunch of premium lu!ury vehicles - )aguar 9', 9'+ and 9:+ and *and +over (iscovery ;, +ange +over 1port and +ange +over from )aguar and *and +over in India. Tata ,ano wins the Indian ar of the /ear <I 4T/= %ward. Tata Motors launches the 1umo -rande M: II. Tata Motors begins distribution of Prima 8orld truc&. '+22*%,(2+ " launched in India. Tata Motors introduces the all new Tata 6#> Pic&up, Tata 1uper %ce and Tata %ce 29. 'irst )aguar *and +over showroom opens in India. Mr. +avi :ant to become ,on-e!ecutive .ice- hairman of Tata Motors on retirement, Mr.P.M. Telang to become Managing (irector -India 4perations. Tata ,ano draws over ".#; la&h boo&ings Tata Motors ac?uires remaining >7@ in Aipo arrocera. Tata Motors launches the ne!t generation all-new ManBa.
"##3
• • • • • • • • • • •
%ce plant at Pantnagar <Cttara&hand= begins production. Indica .ista D the new generation Indica, is launched. Tata Motors' new plant for ,ano to come up in -ujarat. *atest common rail diesel offering- the Indica ." (I 4+, launched. Indigo 1 < ompact 1edan=, worldEs first sub four-metre sedan, launched. *aunch of the new 1umo -- 1umo -rande, which combines the loo&s of an 1C. with the comforts of a family car. Tata Motors unveils its People's ar, ,ano, at the ninth %uto 2!po. 9enon, $tonne pic&-up truc&, launched in Thailand. Tata Motors signs definitive agreement with 'ord Motor ompany to purchase )aguar and *and +over. Tata Motors completes ac?uisition of )aguar *and +over. Tata Motors introduces new 1uper Milo range of buses. Tata Motors is 4fficial .ehicle Provider to /outh Faton +elay for The III ommonwealth /outh -ames Pune "##3.
•
Indica .ista D the second generation Indica, is launched.Tata Motors launches passenger cars and the new pic&-up in (.+. ongo
"##>
• • • • •
• • • •
• • •
• •
onstruction of 1mall ar plant at 1ingur, 8est Fengal, begins on )anuary "$. ,ew "##> Indica ." range is launched. Tata Motors launches the longwheel base Indigo 9*, India's first stretch limousine. ommon rail diesel <(I 4+= engine e!tended to Indigo sedan and estate range. Tata Motors and Thonburi %utomotive %ssembly Plant o. <Thonburi=, announce formation of a joint venture company in Thailand to manufacture, assemble and mar&et pic&up truc&s. +oll out of $##,###th %ce. Tata-'iat plant at +anjangaon inaugurated. *aunch of a new upgraded range of its entry level utility vehicle offering, the Tata 1pacio. *aunch of Magic, a comfortable, safe, four-wheeler public transportation mode, developed on the %ce platform. *aunch of 8inger, IndiaEs only ma!i-van. 'iat -roup and Tata Motors announce establishment of )oint .enture in India. *aunch of the 1umo .icta Turbo (I, the new upgraded range of its entry-level utility vehicle, the 1umo 1pacio.Tata Motors launches Indica ." Turbo with dual airbags and %F1. *aunch of new 1afari (I 4+ "." .TT range, powered by a new "." * (irect Injection ommon +ail <(I 4+= engine.+ollout of the one millionth passenger car off the Indica platform. +M-(M1 initiative crosses the $###th location milestone.
"##5
• • • • • •
Tata Motors vehicle sales in India cross four million mar&. Tata Motors unveils new long wheel base premium Indigo G 9 - over concept at %uto 2!po "##5. Indica ." 9eta launched. Passenger .ehicle sales in India cross one-million mar&. Tata Motors and Marcopolo, FraBil, announce joint venture to manufacture fully built buses and coaches for India and mar&ets abroad. Tata Motors first plant for small car to come up in 8est Fengal.
• • • • •
Tata Motors e!tends ,- options on its hatchbac& and estate range. T( . develops 1outh
rea's first *,--Powered Tractor- Trailer. Tata Motors and 'iat -roup announce three additional cooperation agreements. Tata Motors introduces a new Indigo rangePro%uct"Tata Nano
The Tata ,ano is an ine!pensive, rear-engined, four-passenger city car built by the Indian company Tata Motors and is aimed primarily at the Indian domestic mar&et. Tata Motors began selling its Hone-la&h carH in March, "##7. The cheapest car in the world today,I though the price continues to rise due to increasing material costs. Its nic&name, Hone-la&h carH is due to the ,ano's price point, near $##,### <one la&h rupees=.
MAR&ET'NG !TRATEG( FOR TATA NANO
The ,anoEs overall mar&eting strategy will use conventional media in an unconventional manner. Cnli&e most small cars, ,ano wonEt be big on advertising. There will be no T. campaign, only innovative use of print, radio and other media, particularly the web. The Tata team is wor&ing on ,ano news in papers, ,ano brea&s on radio, ,ano appearing in the form of messages or tic&er news on T., online ,ano games, ,ano chatrooms on the ,et, ,ano pop-ups on major websites and ,ano conversation on 'aceboo&, 4r&ut and blogspaces. The Tata group, which recently launched the low-cost car, ,ano, also entered the lowcost housing segment to target industrial wor&ers and other low-wage earners. The idea is to ma&e the ,ano part of our everyday lingo li&e 0see you after a ,ano,E itEs a totally word-of-mouth campaign Tata has launched an online community based mar&eting effort to generate pre launch buBB about Tata ,ano and build a community around its brand. Tata ,ano is touted as the peopleEs car and building up on that platform Tata has launched a website named
www.tatanano.com to direct to an intrinsically social media driven website for the Tata ,ano hosted on Tata Motors sub domain. The website features a
• • • • • •
Flog % forum which already has $"### members % dream car configurator which allows you to play with Tata ,ano's design and create your own design. Foo&ing ,ano online, /ou can HbuildH your ,ano on the company website, which means that you can select the color, decals, wheels, fog lamps, seat covers, and dashboard. %long with this, there are features li&e free downloads, contests, and so on.
Tata seems to be actively engaging people by also discussing the ideas being generated in forum including the idea of actually selling the car online. Csing this Tata can also actually gauge international interest in ,ano .Tata has come )ith inno*ati*e strateg$ o# Nano in #ollo)ing )a$s"a+!trategic inten%J It is targeting the different segment through ,ano. In India ma!imum number of our population is in middle and lower segment. Tata ,ano car and housing project has directly positioned itEs product to these segment which others have failed to do. ,+'nno*ati*e strateg$J ,ano have gained so much popularity through word of mouth publicity that is does not re?uire any other advertising cost. People are eager to &now about ,ano. c+Core competenciesJ Tata has a right direction and focus towards ,ano. They &now that they have gained popularity and they are aware that they are ahead of their competitors. Aence, ,ano is a brilliant mar&eting strategy adopted by Tata and its huge success.
-.ERE 'T -OR&ED -.ERE 'T K +esult of this wasJ
• • • •
People from all wal&s of life ranging from businessmen to farmers, and from city dwellers to rural villagers came forth with their views. The comments posted by the customers ranged from enthusiastic acceptance of this idea to a complete denial of the same. 1ome customers even mentioned the areas where Tat would need to e!ercise caution before underta&ing such an initiative. %ll in all it was a wonderful demonstration of using customers as a sounding base for new ideas.
doc_960349504.doc