Download - TATA nano case
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The People’s CarAbidaHasanIffat
SanamTasnia &
Jibran
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“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
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“Since, a promise is a promise the standard dealer version will cost Rs 1 lac”
-Ratan Tata
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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.
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Indian automobile Segment……
GenderSafetySocial classAge, IncomeFamily sizePosition
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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
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Target audience ….
Professionals
• Sales person
• Entry level/junior officers
• Students
Usage basis
• Second hand car users
Area Basis
• Rural area• Semi urban
city
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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
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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
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Distribution …..
Exclusive car showroomsIncrease in dealers in target market i.e. rural area and semi urban city.Overseas distributionFinancing better facilitiesBooking facilitiesExhibition : car events
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Promotion Strategy….
• Social media communities - Official facebook page - Youtube - Twitter - Official website page• Advertising: - TV, Radio,Print,Billboard• Personal Selling - Trade Fair
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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
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“ I don’t believe in taking right decisions & then make them right….So always believe in your ability & effort.” Ratan Tata
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Thank you