with special reference to NANO

GROUP MEMBERS

PRAKASH KUMAR TANOJ PANDEY

23 31

RONEY RODRIGUES
DEEPAK SHAH ANAND SINGH

36
40 44

INTRODUCTION

Existence in 1945 TELCO to TATA MOTORS

Largest Automobile Company

Market Share Diversified Business in the World Most valued Brand in India Ethical Approach of TATA MOTORS
CODE OF CONDUCT (25 Clauses) POLICIES (Environment & Quality)

Business Strategies
Research & Development Expenditure Technology for Tomorrow

COLLABORATIONS
Eg. Marcopolo Buses & Daewoo Commercial

Vehicles

1991 TURNAROUND

TATA SAFARI

TATA SAFARI

Introduction Launched in 1996 1st SUV in India launched by TATA MOTORS Market Share

Entry of Mahindra Scorpio

Low Market Share

Turnaround Strategies Upgraded Version

TATA SIERRA

TATA SIERRA

First passenger car from Telco (Now Tata motors) 1991 Ratan Tatas first attempt to make a mark in the Indian Business world after taking over Telco. Why did Sierra failed in the market? a. Price b. quality c. corporate image of the company.

TATA ESTATE

TATA ESTATE
Tata Tata

estate was launched in the year 1992.

Motors got the idea for the Tata estate from the Mercedes Benz Estate. did ESTATE failed in market?

Why

Cars inability to compliment its looks with equally

good mechanics.

Lack of interest among public.

TATA SUMO

TATA SUMO

1ST Passenger Vehicle designed in India

Launched in 1994
1,00,000 vehicles sold within 3 years of launch Other upgraded versions - Tata Sumo Victa - Tata Spacio - Tata Sumo Victa Turbo DI - Tata Sumo Gold

LAUNCH OF SUMO GRANDE

An attempt to shift the consumer's interest back to Tata MUVs. Tagline Size Matters

Positioning most spacious MUV + FAMILY CAR

Hugely popular in the Taxi segment Market share going slightly down due to Innova, Scorpio, Xylo

TATA JAGUAR LAND ROVER

TATA JAGUAR LAND ROVER

JAGUAR LAND ROVER DEAL

JLR A Sick Unit Affected TATA MOTORs Share Prices

Improvement
Design Mileage

Innovation

 UK

to INDIA

TURNAROUND Q3 Profits Increasing Sales

TATA NANO

WHY TATA CAME UP WITH NANO????

Ratan Tatas dream Cheapest car in the world Opportunity in the large number of Indian families

Auto Expo 2008 New Delhi

WHY NANO FAILED ?????

Too much dependence on word of mouth publicity

Setback to customers in terms of price

Cars biggest USP acted against it.

Low re-sale value

Indian psychology No demand from Bicyclists Could not meet motorcyclists demand

Less ideal for long distance travelers Limited early availability

Tata did not capitalize on the very happy users No brand ambassador
Production delay due to political problem Weak dealership network Similar cars at competitive prices

Technical glitches

Indirect competitor Motorcycle

STRATEGIES TO PUSH UP SALES OF TATA NANO

Cheap car tag changed Reach out to customers Improving channel of distribution

Tata Nano Valentine Policing

Customer friendly maintenance contract

www.tatanano.com Compensation for missing features Technical Changes

Tata Nano 2012

Tata Diesel Re.1/ per km

CONCLUSION
Petrol

Prices Diesel Cars

Advantage Mix

Blend of SUVs, MUVs and the Innovative NANO in commercial vehicles

Monopoly

THANK YOU