tata nano case

The People’s CarAbidaHasanIffat

SanamTasnia &

Jibran

“I observed families riding on two-wheelers — the father driving the scooter, his young kid standing in

front of him, his wife seated behind him holding a little baby. It led me to wonder whether one could conceive of a safe, affordable, all-weather form of

transport for such middle class family” –

Ratan Tata

“Since, a promise is a promise the standard dealer version will cost Rs 1 lac”

-Ratan Tata

Segments of Indian Automobile Market

However in the area of commercial automobiles, Tata Motors rule the Automobile Industry of India with 60% of market share besides being the fifth

biggest producer in the world of medium & heavy marketable vehicles

Two-wheeler automobile segment• In this segment, motorcycles accounts for major Indian Automobile market share.

The chief players in this segment is Hero Honda which delivers 50% motorbikes to the Indian market besides sharing 46% in scooter market

Three Wheeler Automobile Segment• Around 41% of the three-wheelers in India are utilized for merchandise transfer

purpose. In this segment Bajaj are the leading players with 40% and 68% of market share respectively.

Car Segment• Accounting to 79%, Cars rule the passenger automobile in India. The chief players

in this segment are Maruti Suzuki and Mahindra. While Maruti Suzuki enjoys full-fledged monopoly in multi-purpose automobiles sector with 52% of market share, Mahindra have 42% market share in utility vehicles.

Indian automobile Segment……

GenderSafetySocial classAge, IncomeFamily sizePosition

Target Audience…..

Middle class

• Mainly the lower middle class

• Upper lower class

two-wheeler users

• Bicycle/Motor bike users

Family with 3-4 members

• Small cars buyer like Maruti 800

Target audience ….

Professionals

• Sales person

• Entry level/junior officers

• Students

Usage basis

• Second hand car users

Area Basis

• Rural area• Semi urban

city

Positioning Tata Nano positioned the car ….

product : low cost car

target market : low and middle income families/college students/old age / entry level officers

want : Fuel efficient/Safety

reason : affordable and the price itself 1 lac

• 1 lac car to fulfill all your dreams!• Cars are not just for the rich

Nano have the most appeal

Middle and lower income people Positioned itself in the mind of people as “The people’s Car” Rs 1 lac will fullfill your dream….. 2 million people who rode a motorcycle everyday would now try to lift themselves up to buy a Tata Nano

Distribution …..

Exclusive car showroomsIncrease in dealers in target market i.e. rural area and semi urban city.Overseas distributionFinancing better facilitiesBooking facilitiesExhibition : car events

Promotion Strategy….

• Social media communities - Official facebook page - Youtube - Twitter - Official website page• Advertising: - TV, Radio,Print,Billboard• Personal Selling - Trade Fair

Promotion Strategy

• Sales promotion ( discount) - For new users - For students (easy finance)• Direct marketing - Publicity as “One lakh car” by mouth to mouth - Catalog, Telemarketing• Public relation - Sponsorship in IPL

“ I don’t believe in taking right decisions & then make them right….So always believe in your ability & effort.” Ratan Tata

Thank you