Description
PPT ON NANO SALES
•India's record in road deaths has touched a new low, as toll rose to at least 14 deaths per hour in 2008 against 13 the previous year. While the toll was only 84,430 in 2003, it crossed 1.18 lakh in 2008, In fact, 4.69 lakh people were injured in road accidents in 2008, nearly four times the total death toll. While trucks/lorries and two-wheelers were responsible for over 40% deaths.
DREAM OF RATAN TATA
NANO
VISION
1. GEOGRAPHYICAL 2. FAMILY SIZE 3. DEMOGRAPHICAL 4. INFRASTRUCTURE
MARKET
MARKET REPORT
CONCENTRATE ON TIER II & TIER III CITIES
The middle class segment in boomtowns by 2016
15000 10000 5000 0 2015-16 2007-08 2007-08
2015-16
More than half of the households will be middle class by 2016
Chart Title
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%
high income middle class aspirants low income
1998-99
2001-02
2004-05
2007-08
2015-16
Automotive Component Manufacturers Association of India (ACMA)
Automotive Component Manufacturers Association of India (ACMA)
Automotive Component Manufacturers Association of India (ACMA)
Automotive Component Manufacturers Association of India (ACMA)
Automotive Component Manufacturers Association of India (ACMA)
- 23rd SEPTEMBER,2010
‘ROADS’ TO SUCCESS »
»»»
(SOURCE: GOVERNMENT OF INDIA, MINISTRY OF ROAD TRANSPORT & HIGHWAYS,2008-09)
‘ROADS’ TO SUCCESS »
»»»
(SOURCE: GOVERNMENT OF INDIA, MINISTRY OF ROAD TRANSPORT & HIGHWAYS,2008-09)
PRICING STRATEGY
PERSONALIZATION
• Tata launched two special editions of Nano at Auto Expo 2010 • Called “Nano for him” & “Nano for her”.
TARGET MARKET SEGMENT
CONSUMER SEGMENTATION
URBAN & SEMI-URBAN AREA:•SEC-A •SEC-B Which Which Is Shown In This Table:Economic status Average Monthly Household Income SEC-A 18549 SEC-B 10911 SEC-C 6776 SEC-D 5112 SEC-E 4219
SEGMENTATION CONTINUED…………
• Segmentation In Different SEC’S is Shown in this Graph:100%
80%
60% 40% 20% 0% upto 12500 12500-25000 25000 Above
SEC-A SEC-B SEC-C SEC-D SEC-E
URBAN INDIAN CONSUMER PYRAMID
Sec-a Sec-b 105 million 30% Sec-c 79 million 23% Sec-d Sec-e 159 million 47%
Contd……………
• Target Area is sec-a & sec-b (a) More people in between income 1250025000 (b)SPENDING ON PUBLIC CONVEYENCE: (i) sec-a=13% (ii) sec-b=12%
DEMOGRAPHIC ANALYSIS
• PROFESSION BASIS • AGE BASIS • GENDER BASIS
PROFESSION BASIS
AGE BASIS
GENDER BASIS
Competitive Analysis
•Maruti 800;with almost equal features to nano •Maruti Alto(std):2.60lakh and 1 year warranty and 3 free service. Under true value initiative you can get your old car exchanged. •Bikes: Price between (50000-80000) with engine capacity between (120cc220cc)
Nano Vs Maruti 800
TECHNICAL SPECIFICATION
DESCRIPTION
LENGTH
TATA NANO
3100mm
MARUTI 800
3335mm
BREADTH
HEIGHT WHEELBASE ENGINE MILEAGE WEIGHT
1500mm
1600mm 2230mm 624cc; 2 Cylinder 20kmpl 600kg
1440mm
1500mm 2175mm 796cc; 3 cylinder 15kmpl 650kg
Variants Models Nano Standard Ex-showroom prices Rs 1,23,360
Nano Deluxe-Cx
Nano luxury-Lx Engine Options – Petrol, Diesel, Electric. Petrol Engine 2 cylinder petrol all aluminium Engine 624 cc Bosch multi-point fuel injection (mpfi)
Rs 1,51,360
Rs 1,72,360
Diesel Engine Jointly developed with Diesel Engine specialist FEV 684 cc Smallest Common Rail Turbocharged Diesel engine
Vehicle Summary
Body Type Seating Capacity Transmission Suspension Hatchback 4 4 Speed Manual McPherson strut & Independent coil spring Front Disk, Rear Drum 580 Kgs 30 Liters 180 mm
Brakes
Kerb Weight Fuel Tank Ground Clearance
Wheels
12 inch
• Various companies reached out for making the world’s cheapest car: • • • • • Germany’s Bosch – new engine management system Italy’s I.DE.A. – styling n interior deign India’s Sona Koyo – light weight steering shaft Japan’s Toyo – engine cooling module Germany’s Behr – heating, ventilating & air – conditioning system. • India’s Madras rubber factory – tougher than normal rear tires
Car exceeds current regulatory requirements with a strong passenger compartment, crumple zones, intrusion resistant doors, seat belts, strong seats and anchorage.
CRASH TEST OF ‘NANO’
CRASH TEST OF ‘CHERRY’
PROMOTIONS
PROMOTIONS
DISTRIBUTION
SERVICE MIX
As Tata is going to provide this car with rupees one lakh only, so it may not give the same service like it’s other vehicles. ? But it’s post purchase services will be better than a costlier bike. ? Customers will get minimum three services from Tata in any of it’s servicing center, all over the country.
OUR SELLING STRATEGY
? Awareness campaign through advt. tools, projecting as VALUE ADDED PRODUCT (more mileage,safety,easy to buy, very convenient to drive). ? Persuasive advertisement justifying switching over to 4 wheeler from 2 wheeler (considering safety at a low cost and non affordable medical expenses in case of an accident i.e. 2wheeler are more prone to accident). ? Target middle & lower middle cost, income ranging 2 lakhs - 4 lakhs per annum
NICHE
HIGHER CLASS UPPER MIDDLE CLASS
MIDDLE CLASS
FUTURE MARKET
? ? Can be used in hotels as a pick n drop vehicle. Parents can be encouraged to provide their children with nano instead of 2- wheelers, to ensure safety. Project Nano as pollution free & environment friendly 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
? ?
FUTURE MARKET- ‘nano taxi’
REACTIONS ABOUT NANO
• "It's a good historic moment for the Indian auto industry and also a proud one indeed that an Indian company took a step forward on this road. Its an up gradation for an auto wheeler rider to by a car now.“ Rajesh Jejurikar, Managing Director, Mahindra and Renault's. • "It's good product but it's still too early to say whether it will overtake the 800 because it caters to a totally new market segment.” Said Jagdish Khattar, Former MD of Maruti Udyog Limited
REACTIONS ABOUT NANO
"Meeting the proper quality standards and safety is not feasible at all in such a model. Andreas Prinz, Managing Director (Passenger Cars), Volkswagen Group Sales India. "I think it is a great thing for India because mobility is giving new opportunities. I hope Tata drives to great success with the Rs one lakh car, but it is not included in our plan.“ • Thomas Kuehl, Board Member, Skoda Auto India.
AWARDS
doc_875428240.pptx
PPT ON NANO SALES
•India's record in road deaths has touched a new low, as toll rose to at least 14 deaths per hour in 2008 against 13 the previous year. While the toll was only 84,430 in 2003, it crossed 1.18 lakh in 2008, In fact, 4.69 lakh people were injured in road accidents in 2008, nearly four times the total death toll. While trucks/lorries and two-wheelers were responsible for over 40% deaths.
DREAM OF RATAN TATA
NANO
VISION
1. GEOGRAPHYICAL 2. FAMILY SIZE 3. DEMOGRAPHICAL 4. INFRASTRUCTURE
MARKET
MARKET REPORT
CONCENTRATE ON TIER II & TIER III CITIES
The middle class segment in boomtowns by 2016
15000 10000 5000 0 2015-16 2007-08 2007-08
2015-16
More than half of the households will be middle class by 2016
Chart Title
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%
high income middle class aspirants low income
1998-99
2001-02
2004-05
2007-08
2015-16
Automotive Component Manufacturers Association of India (ACMA)
Automotive Component Manufacturers Association of India (ACMA)
Automotive Component Manufacturers Association of India (ACMA)
Automotive Component Manufacturers Association of India (ACMA)
Automotive Component Manufacturers Association of India (ACMA)
- 23rd SEPTEMBER,2010
‘ROADS’ TO SUCCESS »
»»»
(SOURCE: GOVERNMENT OF INDIA, MINISTRY OF ROAD TRANSPORT & HIGHWAYS,2008-09)
‘ROADS’ TO SUCCESS »
»»»
(SOURCE: GOVERNMENT OF INDIA, MINISTRY OF ROAD TRANSPORT & HIGHWAYS,2008-09)
PRICING STRATEGY
PERSONALIZATION
• Tata launched two special editions of Nano at Auto Expo 2010 • Called “Nano for him” & “Nano for her”.
TARGET MARKET SEGMENT
CONSUMER SEGMENTATION
URBAN & SEMI-URBAN AREA:•SEC-A •SEC-B Which Which Is Shown In This Table:Economic status Average Monthly Household Income SEC-A 18549 SEC-B 10911 SEC-C 6776 SEC-D 5112 SEC-E 4219
SEGMENTATION CONTINUED…………
• Segmentation In Different SEC’S is Shown in this Graph:100%
80%
60% 40% 20% 0% upto 12500 12500-25000 25000 Above
SEC-A SEC-B SEC-C SEC-D SEC-E
URBAN INDIAN CONSUMER PYRAMID
Sec-a Sec-b 105 million 30% Sec-c 79 million 23% Sec-d Sec-e 159 million 47%
Contd……………
• Target Area is sec-a & sec-b (a) More people in between income 1250025000 (b)SPENDING ON PUBLIC CONVEYENCE: (i) sec-a=13% (ii) sec-b=12%
DEMOGRAPHIC ANALYSIS
• PROFESSION BASIS • AGE BASIS • GENDER BASIS
PROFESSION BASIS
AGE BASIS
GENDER BASIS
Competitive Analysis
•Maruti 800;with almost equal features to nano •Maruti Alto(std):2.60lakh and 1 year warranty and 3 free service. Under true value initiative you can get your old car exchanged. •Bikes: Price between (50000-80000) with engine capacity between (120cc220cc)
Nano Vs Maruti 800
TECHNICAL SPECIFICATION
DESCRIPTION
LENGTH
TATA NANO
3100mm
MARUTI 800
3335mm
BREADTH
HEIGHT WHEELBASE ENGINE MILEAGE WEIGHT
1500mm
1600mm 2230mm 624cc; 2 Cylinder 20kmpl 600kg
1440mm
1500mm 2175mm 796cc; 3 cylinder 15kmpl 650kg
Variants Models Nano Standard Ex-showroom prices Rs 1,23,360
Nano Deluxe-Cx
Nano luxury-Lx Engine Options – Petrol, Diesel, Electric. Petrol Engine 2 cylinder petrol all aluminium Engine 624 cc Bosch multi-point fuel injection (mpfi)
Rs 1,51,360
Rs 1,72,360
Diesel Engine Jointly developed with Diesel Engine specialist FEV 684 cc Smallest Common Rail Turbocharged Diesel engine
Vehicle Summary
Body Type Seating Capacity Transmission Suspension Hatchback 4 4 Speed Manual McPherson strut & Independent coil spring Front Disk, Rear Drum 580 Kgs 30 Liters 180 mm
Brakes
Kerb Weight Fuel Tank Ground Clearance
Wheels
12 inch
• Various companies reached out for making the world’s cheapest car: • • • • • Germany’s Bosch – new engine management system Italy’s I.DE.A. – styling n interior deign India’s Sona Koyo – light weight steering shaft Japan’s Toyo – engine cooling module Germany’s Behr – heating, ventilating & air – conditioning system. • India’s Madras rubber factory – tougher than normal rear tires
Car exceeds current regulatory requirements with a strong passenger compartment, crumple zones, intrusion resistant doors, seat belts, strong seats and anchorage.
CRASH TEST OF ‘NANO’
CRASH TEST OF ‘CHERRY’
PROMOTIONS
PROMOTIONS
DISTRIBUTION
SERVICE MIX
As Tata is going to provide this car with rupees one lakh only, so it may not give the same service like it’s other vehicles. ? But it’s post purchase services will be better than a costlier bike. ? Customers will get minimum three services from Tata in any of it’s servicing center, all over the country.
OUR SELLING STRATEGY
? Awareness campaign through advt. tools, projecting as VALUE ADDED PRODUCT (more mileage,safety,easy to buy, very convenient to drive). ? Persuasive advertisement justifying switching over to 4 wheeler from 2 wheeler (considering safety at a low cost and non affordable medical expenses in case of an accident i.e. 2wheeler are more prone to accident). ? Target middle & lower middle cost, income ranging 2 lakhs - 4 lakhs per annum
NICHE
HIGHER CLASS UPPER MIDDLE CLASS
MIDDLE CLASS
FUTURE MARKET
? ? Can be used in hotels as a pick n drop vehicle. Parents can be encouraged to provide their children with nano instead of 2- wheelers, to ensure safety. Project Nano as pollution free & environment friendly 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
? ?
FUTURE MARKET- ‘nano taxi’
REACTIONS ABOUT NANO
• "It's a good historic moment for the Indian auto industry and also a proud one indeed that an Indian company took a step forward on this road. Its an up gradation for an auto wheeler rider to by a car now.“ Rajesh Jejurikar, Managing Director, Mahindra and Renault's. • "It's good product but it's still too early to say whether it will overtake the 800 because it caters to a totally new market segment.” Said Jagdish Khattar, Former MD of Maruti Udyog Limited
REACTIONS ABOUT NANO
"Meeting the proper quality standards and safety is not feasible at all in such a model. Andreas Prinz, Managing Director (Passenger Cars), Volkswagen Group Sales India. "I think it is a great thing for India because mobility is giving new opportunities. I hope Tata drives to great success with the Rs one lakh car, but it is not included in our plan.“ • Thomas Kuehl, Board Member, Skoda Auto India.
AWARDS
doc_875428240.pptx