TATA NANO

PREPARED BY ARUNESH PATHAK

( 20SOMBA21033)
AND K CESSE
SUBMITTED TO PROF BHAVYARAJSINH JHALA
 Introduction
 Tata nano was launched in march 2009
 A vision Of nano car came to Ratan tata’s mind when he observe families on two wheeler, father driving
His kid standing infront of him and wife holding a baby to backseat.
 A tagline was given “ people’s car “
 It was the dream car of Ratan tata for lower and middle class family.
 He Expected a vehicle that could be affordable to all, and low cost that will be in within everyone reach.
 Brief explanation

 Ratan tata created tata nano , a motorcycle with four wheel with closed body for mass population who are
not thinking beyond two wheeler.
 Tata motors acted on all four actions – Eliminate, Reduce, Raise and Create .
 A mass of indians could not purchase four wheelers because of cost factor.

 Tata motors make astonished the whole automobiles worlds .

 Tata nano – positioning strategy
 Management of tata motors tried to focus on price factor and developed “ price positioning strategy” for tata
nano.
 Tata nano tried to position itself as the most affordable car in the world.
 tata ensure to provide all safety need in low price car .
 They mainly targeted to the middle and lower income family .
 Problem faced by tata nano
 The first barrier was its low price . To maintain its low price they have to cut off their features.
 Rising price of steel .
 Plastic body of nano

 Every step they don’t opted best in order to maintain low cost .
 Light engine
 The reputation of nano became worst when the car catch the fire in delhi .
 Recommendations

 Metal body should be used in place of plastic body.

 Light weight engine failed and became heat soon so they must use more powerful engine
 Tata motors failed to understand the emotional need of their customers since Indian middle class want
cheep car but they don’t want car that seem cheep.
 Developing an effective positioning strategy is inevitable nowadays for any organization.
 Its distribution system should be improved.
 Conclusion

 Tata motors tries to correct its 4ps it could not help tata nano to get success.
 Tata motors faced a lot of problem due to its low price strategy.
 Nano’s positioning as a “cheap “ car killed aspirational element in the car and the performance of the model
has been terribly overwhelming over the years .
 Thank you