marketing aspects of tata nano

8/14/2019 Marketing aspects of Tata Nano

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TATA

A MARKETING PROSPECTIVE

The Peoples Car.


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"A promise is a promise

The people's car, Tata Nano was finally

launched in Mumbai on 23rd March, 2009

Tata Motors is going to change the face of

Indian automotive industry.


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KNOW THE NANO


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Nano

Nano CX

Nano LX


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Features of Tata Nano

An incredibly spacious passenger compartment which cancomfortably seat four adults.

Its small size coupled with a turning radius of just 4 meters makesit extremely maneuverable in the smallest of parking slots.

Under its wee hood, the 600-kilogram 2-cylinder, 624-cc, rear-mounted gasoline engine can push it to a top speed of 105 km/hr

On the matter of safety

All sheet-metal body,

Reinforced passenger compartment, crumple zones,

Intrusion-resistant doors, besides mandatory seat belts

complies fully with existing Indian safety standards.


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Feel NANO from inside...


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Major Highlights

Warranty: 18 months or 24,000 km whichever

is earlier

Colour Options:Nano base: Bright red, Ivory white, Summerblue

Nano CX: Bright red, Ivory white, Summerblue, Champagne gold, Lunar silver

Nano LX: Champagne gold, Lunar silver,


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SWOT ANALYSIS

Strength

Cheapest

Stylish

Eco friendly

Fuel efficiency


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SWOT ANALYSIS

Weakness

NoAC on std. model

Window wind down by hand

Manual steering No air bag

624cc two cylinder engine gives speed of 70kmph

or 43mph Body work made of sheet metal and plastic

Plastic and adhesive replaces welding


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SWOT ANALYSIS

Opportunity

Low maintenance

World wide appeal

Cost control

Parking space


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SWOT ANALYSIS

Threats

Traffic congestion

Security not sure

Bad impression due to late entry in market

Cost may be increases in future

Competitor may arise


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ComparisonNano Maruti 800 Alto Santro

Base Model Nano M800 Std Alto Santro Non-AC

Plus Air

ConditionerNanoCX/LX M800AC Alto LX/LXi Santro GL/GLS

Plus Heater NanoCX/LXFeature Not

AvailableAlto LX/LXi Santro GL/GLS

PlusTinted

GlassesNanoCX/LX M800AC Alto LX/LXi Santro GL/GLS

Fully Loaded NanoL

X M800A

CA

ltoL

Xi Santro GL

SPlus FrontPower

WindowsNano LX

Feature Not

Available

Feature Not

AvailableSantro GLS

Plus Body

Colored

Bumper,DoorHandle &ORVM

Nano LXFeature Not

Available

Feature Not

Available

Santro GLS (Only

Body Colored

Bumper)

Plus Central

LockingNano LX

Feature Not

Available

Feature Not

AvailableSantro GLS

Plus Front &

Rear Fog Lamp Nano LXFeature Not

Available

Feature Not

Available

Feature Not

Available


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NANO PRICE


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NonAC standard version comes with an ex-factory price of Rs 1 lakh and will cost just over

Rs 1.23 lakh in Delhi

AC version would be priced at Rs 1.48 lakh in

Delhi

Deluxe version would cost 1.72 lakh in Delhi

The booking amount would range from Rs95,000 to Rs 1.4 lakh for different versions


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Booking Information: The sale of application forms and acceptance of booking will start from

April 9th 2009 till the end of day April 25th 2009.

Forms will be available 7 days before the booking date is announced

and will be available only for 14 days.

Dealers are expecting about 10 lakh bookings, TATA 5.2 lakh,Actual2.03 lakh

Booking forms will be available at: SBI, Westside, Croma store, 400

TATA MOTORS dealers across the country.

Cost of these forms: Rs 200-300.

Online bookin also available. Ex ected: 90% bookin from dealers..


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Only one form per customer will be accepted.

Booking amount: 70-80% of the car's ex-

showroom cost.

After booking closes, allotment will be done

on the basis of random number lottery.


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For those who seek financing, Tata Motorshas entered into agreements with 15

preferred banks/NBFCs

Tata Nano can be booked by paying an

amount starting Rs. 2999/- only.

Their chosen financier will directly submit

their application forms to the State Bank ofIndia on their behalf.


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The preferred financial institutions are:

State Bank of India, Tata Motor Finance, StateBank of Patiala, ICICI Bank, State Bank ofTravancore, State Bank of Mysore, State Bank ofHyderabad, State Bank of Bikaner and Jaipur,

State Bank of Indore,Axis Bank, Punjab NationalBank, Federal Bank, Corporation Bank, IndianBank, and the Central Bank of India.

Total Booking 2.03 lakh cars amounting 2500 cr. 20% Nano Standard, 30% for the Nano CX and the

remaining 50% for the top-end Nano LX

70% Financed by bank

30% by cash


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NANO PLACE


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Nation wide launch.

6th Pay commission.

Distribution through dealer network

International variant NANO Europa is to belaunched in 2012.


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NANO PROMOTION


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A lot has been talked about this car.

Usually with the launch of a new product acompany goes into a spending huge amount

in publicity.

However, Nano managed to get free

publicity because of the hype which wasassociated with every move that it made.


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Singur issue


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Advertising

Presented a prototype in theAuto Expo

(Delhi) 2007

Presented at the 78th Geneva Motor Show onMarch 2008

Showdiff and Rediffusion DY&R


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The Tata Nano website recorded anunprecedented 3 crore hits from the date oflaunch of the car.

About 14 lakh people walked in to TataMotorShowrooms

NA

NO Capsule

NANO break

Nationwide ad competition.

Blessings for Nano.


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Printed Adds


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MERCHANDISE AND ACCESSORIES

The range of merchandise includes a Nano

phone, Nano watch, T-Shirts, etc.

These are made available online atwww.tatanano.com,All Tata Motors PassengerCar dealerships, & Westside & Croma outlets.

Tata Indicom will also market the Nano phone

Titan the Nano watch


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NANO in Arunachal

Total of 400 forms have been issued by theTML dealer.

Transportation Charge will be on the owner

No road test


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"The journey started six years ago when wedecided to deliver a family car atthe lowest

possible prices . It is to the credit ofthe team

what we have achieved ittoday"

------ Ratan Tata at the launch of the car.


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THANK YOU

Wishing all the very best to TATAs baby

marketing aspects of tata nano

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