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RESEARCH BRIEF TEMPLATE

CLIENT: Tata motors

BRAND NAME: Tata Nano

DATE – 9-11-2020

Client Contact: 7984567982 Job Title: research on Tata Nano

BACKGROUND

Introduction of tata motors:

Tata motors ltd is a leading global automobile manufacturer of cars utility vehicles buses trucks & defense
vehicles. As India’s largest automobile company & part of the USD 100 billion tata group of tata motors
has operations in the UK, South Korea, Thailand, South Africa & Indonesia through a strong global network
of 76 subsidiary & associate companies including jaguar, land rover in the UK & tata Daewoo in south
Korea. In India tata motors is a market leader in commercial vehicles & among the top passenger vehicles
manufacturers with 9 million vehicles on Indian roads.

About tata nano:

The tata nano manufactured by tata motors made & sold primarily in India. The nano was initially
launched with a price of 100,000 rupees which has increased with time. Designed to lure India’s middle
classes away from motorcycles, it received much publicity, but the sales expectations were not met.
Multiple issues like factory relocation from singur, cases of nano catching fire, & the perception of nano
being unsafe & lacking quality due to cost cutting led to the decline of sales volume. As compared to tata
motor’s aspiration of 250000-unit sales annually at the time of launch, sales in FY 2016-17 were 7591 units
only. The car is a loss-making product for tata motors as disclosed by former tata son’s chairman Cyrus
Mistry. Tata motors has confirmed that despite no demand the production of the car will continue for
some more time due to the emotional connect of the product with the tata group.

BUSINESS OBJECTIVE

The objective was to offer them a new product that would be better and safer than the mean of transport
they currently use and affordable at the same time.

The ultimate goal by developing the Tata Nano was a low-price tag without compromising on safety and
comfort.
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HOW WOULD YOU USE THE RESULTS?

The outcome of this research can be use for:

1. the proper understanding of customer needs.

2. the growth of business by increasing sales.
3. Necessary modification in upcoming car.
4. Improving quality by focusing on safety features.
5. Proper execution of marketing/advertisements.
QUESTIONS LIKE TO ANSWER FROM THE RESEARCH

1. What kind of target audience company was focusing on?

2. What are demographic factors that affected the sales of tata nano?
3. Does tata nano was able to capture a unique and specific brand image in comparison with
competitors?
4. Does customer was satisfied with safety features provided by the company? (if NO, then
which safety features are required by the customers?)

TARGET CENTRES

Ahmedabad.

TARGET AUDIENCE

1.The Middle class

2. Usually the two-wheeler users
3. Family with 3-4 members who have troubles while travelling on a 2-wheeler.

ANY STIMULUS

Yes, please provide details:

TIMELINES FOR COMPLETION OF PROJECT

Need results by- 1 Month

ESTIMATED BUDGET

Please indicate rough budget- 10,000

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MERIDIEN

Maya bhatt- 20BSP3090

Nirali patel-20BSP1481
Jay sharma-20BSP0947
Manu R vyas-20BSP1244
Spriha shrivastva-20BSP2493
Akhil-