TATA Nano

The ONE lakh car that drives ONE billion

dreams…

The People’s Car

Presented by Ryan Nunes

TATA Nano

Product: Market research, Quality, Design, Warranties,

Slogans, Name, Logos, Packaging, Features, Sizes, Options,
Services, Style, Returns.
Price: Based on Cost and Positioning (List price, Discounts,
Allowances, Payment period, Credit terms).
Place( distribution): How you will bring your product together
with your customers.
Promotion: There are many promotional activities you can
undertake including: Advertising, Publicity, Sponsorship, Sales
promotion, Personal selling, Direct Marketing, Internet Marketing.
TATA Nano
Contents
Idea Generation
Product Specification
Product Features
Pricing
Promotion
Post purchase service
Future2020
TATA Nano
Idea Generation

“I saw families riding around

on scooters with kids
standing up and the mother
carrying a baby sitting pillion
and decided to do something
about it. It started as a quest
for an affordable
transportation solution”.
- Ratan Tata
TATA Nano
Segmentation : Variable use
Geographic : Rural and Urban
Demographic : Family size and income
Behavioral : Benefit and user status
Target Market : Executive two wheeler segment,
second hand car user, middle and lower income
groups.
Positioning : TATA intends to place in the minds of

consumers as “ The People’s Car”

Strategic options : Undifferentiated marketing
TATA Nano
Product Specifications
Safety : Car exceeds current regulatory requirements with a
strong passenger compartment, crumple zones, intrusion
resistant doors, seat belts, strong seats and anchorage.

Nearest Domestic Car Rival : Maruti 800, part of Japanese-

owned Suzuki which is nearly double the price of the Nano.

Nearest International Rival : China’s Cherry QQ.

TATA Nano
Product features
Length : 3.1 mtrs
Wide : 1.5 mtrs
Height : 1.6 mtrs
Weight : 600 kgs
Mileage : 20 Kmpl
Fuel tank : 15 Ltrs
Engine : 624 cc
Top speed : 95-100 kph
Ground clearance : 180 mm
Gear box : 4-speed
TATA Nano
Comparison
Brand Model Varia Engine CC Power AC Price
nt Cylinder (Lakhs)
Tata Nano Basic 2 623 35 No 1.3

Tata Indica Xeta 4 1193 65.3 Yes 2.82

Maruti 800 Std 3 796 37 No 2.00

Maruti Alto Std 3 796 35 No 2.26

Hyundai Santro Xing 4 1086 62 Yes 3.25

GL
Chevrolet Spark Std 4 995 63 Yes 2.70
 TATA Nano
Pricing Strategy
Though the one lakh price tag was not fixed by the
TATA group, it was through the word of mouth of
people which fixed that range. This expectation of
people creates a big challenge for the company. To
accept this challenge the following strategies were
followed :
 Target costing method
 Penetration pricing
 Low pricing policy with minimum profit margin
TATA Nano
Promotion activities
Publicity reduces the necessity of promotional
devices for the TATA Nano. The Nano got publicity in
the following ways:
Publicity as “One lakh car” by word of mouth
Auto Expo 2008,New Delhi and Geneva auto show
Publicity through print and electronic media
Singur protest.
 TATA Nano
Promotion activities
For other type of promotional activities, the cost factor
that is the 1 lakh price tag is to be kept in mind. TATA
is about to launch Nano mobiles for Indicom users,
Nano watches and T-shirts available in Westside stores.

Advertising : Promotion via TV and other mass media

is less emphasized, thus too much money is not
invested in this regard. Mainly word of mouth
advertising is more emphasized.
TATA Nano
Promotion activities
Internet is the major medium of Advertising

Online buzz : Nano has gone beyond the traditional

methods of advertising and promotion online.

Social Media communities :

Official Orkut community with over 7000 members.
Official Facebook group fans with over 5000 members.
One of the highest view counts on You Tube.
TATA also has a blog on their website.
 TATA Nano
Post purchase service
Since TATA provides this car at an affordable price, it
may not give the same service like other auto
companies do. However, its post purchase services are
certainly better than a costlier bike.

Customers will get minimum 3 services free from

TATA in any of its servicing centers in India.
TATA Nano
Future 2020
TATA Nano
Future 2020
TATA Nano
Thank You