marketing nano in india

7/31/2019 Marketing Nano in India

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IN VIEW OF TOUGH COMPETITIONFROM OTHER SMALL CAR SEGMENT


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MARUTI 800


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GRAND LAUNCHING OF CAR AT AUTO EXPODELHI

TAKING ADVANCE BOOKINGS

MAINTAINING THE LOW COST

CALLING IT A PEOPLES CAR


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THE ENGINE GETS HEATED EASILY LESS COMFORTABLE SPACE REAR ENGINE MAKES BACKSEAT

UNCOMFORTABLE BEING TAGGED AS MASS CAR WHICH DID

NOT MAKE IT A FEEL GRAND TO OWNPRODUCT

INEFFECTIVE PROMOTION AMONG TARGET

CUSTOMER INSUFFICIENT SERVICE OPTIONS 1 LAKH PRICE EXCEEDED


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THE FOLLOWING THINGS THAT COULD HELPNANO TO STAND ITS COMPETITORS ARE

1.IDENTIFYING TARGET CUSTOMERS

2.DIRECT MARKETING

3.PROMOTION AND ADVERTISING

4. SERVICE DIVERSITY

5.TECHNICAL UPGRADATION


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Nano is a low cost product whose target customer arebasically lower middle income group customers. Only taggingit as a peoples car cant do the business. What matters isthe number when the on road price of a nano became 1.2lacs.

As per sales field experiences the customers buying power

can always be stretched by 30% of their real buying capacity.So it becomes necessary to identify the 1lac customer whowill stretch to 1.2lac.

So a person who could afford 2lacs would never go for aNano, he would go for a costly model even by availing easy

credit facilities by banks. Thats where we have to make apoint. We have to identify the actual number of customers. Itis possible when our sales people will directly interact withcustomers.


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TATAS MARUTI

CHANDIGARH -2 DELHI-16

BALASORE-0

BHOPAL-2

PUNE-8 JAIPUR-8

CHANDIGARH-5 DELHI-41 BALASORE-1 BHOPAL-6

PUNE-14 JAIPUR-4


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Identify the real need of customer Accessing customer expectation from the

product

Service desired by customer

Accordingly deliver the product


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As the product is tagged as a mass product so it needs tomarketed in way that masses will identify.

To stretch customers spending limit the direct motivation isbest way to sell you product.

As per Maslows need theory when the basic need, safetyneeds are satisfied then esteem need comes into play. So wehave to understand that though the customer is buying ourlow cost product but still his esteem needs are to be satisfiedas in India car is still a luxury and matter of esteem.

Nano is not a mercedes which will be coveted by customers.So we have to sell it like credit cards. We cant wait.

Even though people own car we have to sell. So exhaustivemarketing is the only strategy that will do the job


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Nano found its places on the cover page ofleading medias but it forgot to find its places onthe rear pages of regional mass media, which arethe most reaching means of communication amongthe so called masses.

A house wife will never read an Auto Magazine,she will prefer a copy of Womens era. So imagine ifa woman bys sarees and bindi by seeing them from

her magazne then wont sshe think about a nano.Thats where we ll strike a cord of our business.When we are marketing a product designed for acommon mass we have to think like that.


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And the second most important thing is tolinger in peoples minds. That can be done byincreasing the frequency of ads, billboards,mobile service centres. The only key is to

make people think about it.


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In next ten years the global businessparadigm will shift to service and wheresales will be a reward for services offered.

As by that time the developing economies

like india will be reaching a developedstatus or reaching a saturation so its thequality and diversity of service that wouldsave the day.

Tata has quality of service only it needs to

diversify it into services like doorstepservices, online services, technicalassistance through call centres.


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Safety issues can be reworked specially thesteering section can be redesigned

Engine heating can be reducedby usingraditor..and..getting a powerful coolant

THE interiors could be..made more attractive


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marketing nano in india

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