marktng proj group 9

7/23/2019 Marktng Proj Group 9

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Marketing Plan for Tata Nano

15 May 2014XLRI, JAMSHEDPUR

TEAM MEMBERS (# 9)

ABU ASIF HASAN MP13001

AJIT SINHA MP13003

AKASH PRIYRANJAN MP13004

ASHUTOSH TRIPATHI MP13017

YANESH DUBEY MP1302!

SUMANTRA KAHAN MP130!0



Ma"#$%&'( P)a' * Na'+XLRI* JAMSHEDPUR

Acknowledgement

T-$ P"+.$/% +' Ma"#$%&'( )a' +" Na'+ & %-$ ()&$ + %-$ (a6% + a"#$%&'( a/%&&%&$ "++$8 +" Ta%a Na'+9 T-& "+.$/% -a -$)$8 a)) ("+6$:$" %+ /+""$)a%$ a)) a"#$%&'( /+'/$% 6'8$" +'$ 6:"$))a9 T-$ "+.$/%-a $'a:)$8 6 %+ 6$ a)) a"#$%&'( I a'8 II /+'/$% &' a "a/%&/a) a$/%9

;$ &'/$"$)y %-a'# P"+9 Na"a&-a' Ra. K6a" +" a/%&'( a a %+"/- :$a"$"+" (6&8&'( 6 &' /+)$%&'( %-$ "+.$/%9 O6" ("+6 (a&'$8 a)6a:)$ &'6% &'+6" +/6$8 &'%$"a/%&+' <&%- P"+$+"9

O6" ("+6 <+6)8 )&#$ %+ $="$ ("a%&%68$ %+<a"8 +6" +"(a'&>a%&+' +""+&8&'( 6 %-$ "$)$a'% 8a%a a "$?6&"$8 +" /+)$%&+' + %-$ "+.$/%9

;$ <+6)8 )&#$ %+ $="$ +6" $/&a) ("a%&%68$ a'8 %-a'# %+ M"9A-+# Ja&<a)+" (&&'( +$ 6'+6(-% 8a%a9

2 | P a ( $




Inde!

S"

Noe$cri%tion Page No

1 P"+86/% 2

2 @+"$ S%"a%$(y !

3 A:+6% %-$ @+a'y !

4 S;OT A'a)y& 7

5 P+"%$" 5 +"/$

! S$($'%a%&+' :a$8 +' D$+("a-&/ 10

7 P$"$%6a) Ma&'( 12

C STP A'a)y& 13

Ma"#$%&'( M&= 14

10 F&'a'/&a) L++#6 1C

11 @+'%&'($'/y P)a' 1

3 | P a ( $




Prod&ct

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a+"8 %-$ $=&%&'( $'%"y )$$) /a" +8$) a'8 %-$"$+"$ a"$ %<+ <-$$)$"

+<'$" :6% $$) 6'a$ a'8 6'/++"%a:)$ <-$' %"a$))&'( a a a&)y&' &'/)$$'% <$a%-$" 9T-$y %-$"$+"$ <a'% a +6" <-$$)$" <&%- <$a%-$"

"+%$/%&+' :6% <&%- a /+% + +<'$"-& /+a"a:)$ <&%- +<'&'( a

/+6)$ + %<+ <-$$)$" 9

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+ %-$&" /-+&/$9 T-$ "+86/% a%&y %-$ $%$$ )$$) '$$89 F+" 6/-

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"+86/% "$?6&"&'( a -&(- /6%+$" &'+)$$'% +" 6"/-a$ :6% $$%&'(

a :a&/ '$$8 a$%y 9

Market $i'e

Pa$'($" /a" a)$ &' 2012*13 19C &))&+'9

ategorie$ Ha%/-:a/#, S$8a', SUG

S&* categor+ M&'&/a" C00 //

T-$ &'& /a" $($'% & 21 + %-$ %+%a) /a" a"#$%9

Na'+ & a -a%/- :a/# &'& /a"9

om%etitor$

Ma"6%& C00 a'8 Ma"6%& A)%+ C00 a"$ %-$ +')y /+$%&%+" &' %-$ &'& /a"

/a%$(+"y 9

Ma"6%& C00 :$&'( a +6" $a% /a" & a /)+$ /+$%&%+"9 I% -a &'$"&+" $a%6"$

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'+ )+'($" aa&)a:)$9

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$"/$&$8 a a :$%%$" a)6$ +" +'$y 9I% -a %-$ )a"($% a"#$% -a"$ +

a)) 9A''6a) a)$ + Na'+ & 10 + A)%+9

4 | P a ( $




En,ironment

I'8&a' a6%+ &'86%"y & <+")8 &=%- )a"($%9 A)%-+6(- &% ("$< "a&8)y a%

"$$'% &% & $=$"&$'/&'( '$(a%&$ ("+<%-9 A )a"($ '6:$" + $%a:)&-$8

a'6a/%6"$" -a$ $% 6 a'6a/%6"&'( a/&)&%&$ &' I'8&a9 I'8&a & $$"(&'(

a a )$a8&'( a'6a/%6"$" + a)) /a" a ()+:a) a.+" %6"' %-$&" I'8&a'a/&)&%&$ &'%+ ()+:a) -6: +" a)) /a"9

Strateg+ Prod&ct$

&$tomer target$ Ea")&$" Ta%a Na'+ <a %a"($%$8 %+<a"8 %-$ +<'$" + a

%<+*<-$$)$" 9I% <a /+'/$&$8 %+ (&$ %-$ $+)$ <-+ "+8$ +' %<+*<-$$)$"

a' a))*<$a%-$", a$, a+"8a:)$ %"a'+"% +" %-$ <-+)$ a&)y9 I% <a

5 | P a ( $

Parameter$ Mar&ti -.. Tata Nano

E'(&'$ C00 // !23 //

L$'(%- 39335 391

;&8%- 19440 195

H$&(-% 19405 19!

T+ $$8 120 #-" 0 #-"

@+% 2925 La#- +' "+a8 192! )a#- +' "+a8




+&%&+'$8 a $+)$ /a" <&%- %a"($% a"#$% a %-$ /6%+$" <-+ -a

&'/+$ + 1 )a/ a''6a))y 9;&%- %-$ )+< "$+'$ %-$ /a" -a '+< :$$'

"$+&%&+'$8 &'%+ '$< a"% /&%y /a" %-"+6(- &% '$< a8 /a))$8 -+"&>+' '$=%

+" a%%"a/%&'( %a"($%&'( %-$ y+6'( /&%y 8<$))$"9

om%etitor Target$ T-$ /)+$% /+$%&%+" + %-$ Na'+ & Ma"6%& C00 a

a)) /a" "+ Ma"6%& S6>6#&, <-&/- & +"$ $=$'&$ %-a' Ta%a Na'+9 E$'

%-+6(- &% & -+"%$" ! , Ta%a Na'+ :$&'( %a))$" a'8 <&8$" -a +"$ &'%$"&+"

a/$ 21 %-a' %-$ Ma"6%& C009 Ma"6%& S6>6#& :$&'( a<a"$ + %-$ (a

<&%-8"$< Ma"6%& C00 "+ %-$ a"#$% a'8 "$86/$8 %-$ "&/$ + A)%+ +" %-$

/+$%&'( <&%- Ta%a Na'+9 A)%+ & a)+ a a)) /a" :6% &% & a $ $a% /a"

<&%- ("$a%$" )6((a($ a/$ a'8 +%-$" 6$"&+" $a%6"$9 A)%+ & %-$ -&(-$%$))&'( /a" &' I'8&a a'8 -a /+$%$8 $"y 6//$ 6))y <&%- Na'+9

Ba.a. a6%+ <a %-$ +')y +%-$" a'6a/%6"$" <-+ <a 8$$)+&'( a )+< /+%

/a" /+8$*'a$8 UL@ %a(($8 a% 2,000 E6"+ %+($%-$" <&%- R$'a6)%*N&a' %+

"&a) Ta%a Na'+9 T-& 6)%"a*)+< /+% /a" "+.$/% -a '+< :$$' /a'/$))$89 Ba.a.

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a'y +"$ :6% a ?6a8"&/y/)$ a'8 &% & %a"($%$8 %+<a"8 %-$ /+$"/&a) $/%+"9

Maintenance $er,ice$

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! | P a ( $




Bank Ser,ice$

Ta%a Na'+ -a &('$8 /+'%"a/% <&%- I'8&a' Ba'# &' +"8$" %+ a))+< )+<&'/+$ $+)$ %+ ($%

L+a' a% )+< &'%$"$% + %-a% %-$y /a' :++# %-$&" Ta%a Na'+9

ore Strateg+

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S&%%lier$

A' &'8$$'8$'% 6)y /-a&' <a /"$a%$8 +" Na'+9 G$'8+" <$"$ 8$$)+$8+" 6)y&'( /++'$'% $/&a))y 8$$)+$8 +" Na'+ 6/- a 12 <-$$)"&9 S6//$ + Na'+ <a 8$$'8$'% 6+' %-$ $'8+" <-+ 6)&$8 #$y/++'$'%9 T+ $'6"$ "+$" /+'%"+) a'y + %-$ $'8+" <$"$ )+/a%$8<&%-&' a/%+"y "$&$ + Na'+ )a'%9

S&*$tit&te$Na'+ :$&'( a 6'&?6$ "+86/% 8&8 '+% -a$ a 6:%&%6%$ <-&/- +$"$8 %-$a$ /+:&'a%&+' + "&/$, a$%y, /++"% a'8 6%&)&%y9 H+<$$" %<+ <-$$)$"a'8 6:)&/ %"a'+"% a%&y +$ + %-$ <a'% <-&/- a"$ a%&$8 :y Na'+

A*o&t Tata Motor$ "imited!

Ta%a M+%+" L&&%$8 & I'8&a )a"($% a6%++:&)$ /+a'y, <&%- /+'+)&8a%$8

"$$'6$ + INR 1, CC,C1C /+"$ USD 3497 :&))&+' &' 2012*139 I% & %-$ )$a8$"

&' /+$"/&a) $-&/)$ &' $a/- $($'%, a'8 a+'( %-$ %+ &' a$'($"

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7 | P a ( $




$-&/)$ $($'%9 I% & a)+ %-$ <+")8 %- )a"($% %"6/# a'6a/%6"$" a'8

+6"%- )a"($% :6 a'6a/%6"$"9

E%a:)&-$8 &' 145, Ta%a M+%+" "$$'/$ /6% a/"+ %-$ )$'(%- a'8

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Prod&ct Mi

S/0T Anal+$i$

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1 Ta%a M+%+" & %-$ )a"($% %"6/# a'6a/%6"$" a'8 %-$ $/+'8 )a"($%a$'($" $-&/)$ a'6a/%6"$" + I'8&a a'8 5%- )a"($% %"6/# a'6a/%6"$"&' %-$ <+")89

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2 Ta%a M+%+" & a% F+6"%- +&%&+' &' %-$ 8+$%&/ a$'($" /a" a"#$%9

3 ;&8$ "a'($ + "+86/% +"%+)&+9

4 TATA BRAND Q H+6$-+)8 Na$9

5 T-$ %<+ a/?6&"$8 :"a'8 Ja(6a" a'8 La'8 "+$" a)+ -a a -&%+"y +$=/$))$'% "$6%a%&+' &' %-$ "$$/%&$ $($'%9

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/eakne$$e$2

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3 Ta%a M+%+" & a&')y 8$$'8$'% +' %-$ I'8&a' a"#$%9

4 Ta%a M+%+" & %-+6(-% %+ :$ a' I'8&a'&$8 :"a'89

0%%ort&nitie$2

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2 I' I'8&a /a" $'$%"a%&+' & +')y 7 $" 1000 +6)a%&+'9

3 T-$"$ & a' $=$/%a%&+' + &'/"$a&'( a"#$% +" a)) /a" <&%- %-$

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4 Ta%a M+%+" a'8 )$$"a($ %-$ :"a'8 'a$ + JLR &' %$" + %$/-'+)+(&/a)$=/$))$'/$9

5 N$< "+86/% )&'$ <&%- &'/"$a$8 6$) $/&$'/y9

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T1reat$2

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2 F&$"/$ /+$%&%&+' &' a)) /a" $($'% "+ Hy6'8a&, Ma"6%&, @-$"+)$%

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10 | P a ( $




SE5MENTATI0N 0N T6E BASIS 07 EM05RAP6IS!

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11 | P a ( $




Ea/- S$($'% -a :$$' $"+'&$8 a %-$ +'$ &'8&&86a) "$"$$'%&'( %-$/+)$%$ %a"($% S$($'%9

12 | P a ( $




T1e Identi8ed Segment i$ of Rock+ 6ira"al and Ank&r Anand!

T1e Perce%t&al ma%%ing for t1e targeted $egment!

13 | P a ( $




Segment Rock+ 6ira "al Ank&r Anand

P+&%&+'&'(a'8 a)6$"++&%&+'

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S$"&/$9 P$+)$

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14 | P a ( $




Marketing 7oc&$ : STP Anal+$i$

I' +"8$" %+ a'a)y>$ %-$ %"a%$(&$ +" %-$ )a6'/- + Ta%a Na'+, &% & &$"a%&$

%+ 6'8$"%a'8 %-$ $($'% a'8 %a"($% /6%+$" %-a% Ta%a Na'+ /a%$" %+9

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T-$ $/+'8 $% + /6%+$" Na'+ & %a"($%&'( & %-$ y+6%-, $$/&a))y%68$'% <-+ "$$" y+6'(, %"$'8y a'8 &''+a%&$ $-&/)$9 4*<-$$)$" <&%-

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;ariant$ and t1eir Pricing

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V D$)6=$ @= a% 151,000 R6$$ -a a&" /+'8&%&+'&'(W

15 | P a ( $




V L6=6"y L= a% 172,000 R6$$ -a a&" /+'8&%&+'&'( a'8 +<$" <&'8+<

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Place and i$tri*&tion

V Ta%a )a''$8 %+ "$&'$'% %-$ /+'$'%&+'a) a6%+ &'86%"y 8&%"&:6%&+' +8$)

Q :6&)8 T"&a) O"8$" /$'%"$9 P6"+$ + %-$$ /$'%"$ <a %+ :$ +"

/+'6$" %+ %$% 8"&$ a'8 )a/$ a' +"8$" +" a Na'+9 T-$$ %+"$ "+'%

<+6)8 :$ &)$, a)) a'8 '6$"+69

V I'$'%+"y 6'&% <+6)8 :$ +" /6%+$" <-+ /a''+% <a&% +" %-$a'6a/%6"&'( 8$)ay9

V @6%+$" <+6)8 -a$ %-$ /-+&/$ + +8$) a'8 /+)+"9 A' +"8$" <&)) :$

)a/$8 a'8 a'6a/%6"&'( <&)) :$(&'9

V Ma'6a/%6"&'( 8$)ay <+6)8 :$ &'&a) a /a" & $"y &)$9 T-$ /a"

<+6)8 :$ -&$8 %+ %-$ /$'%$", a'8 %a 8$)&$" %-$ /a" %+ %-$ /6%+$"9

V @+% + )a:+" &' I'8&a & )+<, + %a'( %-$$ /$'%$" & &'$=$'&$9 T"&a)

O"8$" /$'%"$ a"$ )+/a%$8 &' /)+$ "+=&&%y %+ :a'# + %-a% 'a'/&'( &aa&)a:)$ <&%-&' <a)#&'( 8&%a'/$9 O'$ &' $ + %-$$ /$'%$" a"$ 8$&('$8

+" a%$" a)$ $"&/$9

V M&'&&>$ @-a''$) )$'(%-, "$$'%&'( "&/$ $/a)a%&+' a'8 "$$"&'( &%

/+$%&%&$ a8a'%a($ -&(- )$$) + /+'%"+) +$" -+< %-$ :"a'8 &

a'a($8 a'8 "+86/% & a"#$%$89

1! | P a ( $




Po$itioning

Ta%a Na'+ <&)) +&%&+' &%$) a %-$ <+")8 /-$a$% /a" a'8 y$% 8+$ '+%

/+"+&$ %-$ ?6a)&%y, a$%y a'8 $'&"+'$'%9 B6% &% '+% E'+6(- Na'+

-a '+< +&%&+'$8 &%$) a Eay %+ 8"&$ $-&/)$ &' Ma&$ %"a/ .a:$/a6$ + &% )+< %6"'&'( "a8&69

T+ 6a"&$ %-$ P+&%&+'&'( Na'+ -a :$$' +&%&+'$8 a

19 Ga)6$ +" M+'$y @a"9

29 Eay %+ 8"&$ @a" &'%+ H$ay /&%y %"a/

39 B$% &' /)a S%y)&'( a'8 B6&)8 6a)&%y9

T-& +&%&+'&'( <&)) :$ a/-&$$8 :y )$$"a(&'( Ta%a Na'+ /+$%&%&$ $8($

&'86%"&$ $=$"&$'/$ "+ %-$ a"$'% /+a'y Ta%a M+%+" <-+ -a :$$' &'

$-&/)$ &'86%"&$ /+$"/&a), a$'($" 6%&)&%&$ &'/$ 1459 Ta%a

+%+" -a (++8 6)&$" a'6a/%6"$" "$)a%&+'-& <&%- +"$ %-a' 100

/++'$'%9

Promotion

T-$ Ta%a $+)$ -a$ 8+'$ +$ /+$'8a:)$ .+: <&%- "$(a"8 %+ %-$

+')&'$ "++%&+' + %-$ /a" a'8 -a$ (+'$ :$y+'8 %-$ %"a8&%&+'a) $%-+8 +

a8$"%&&'( a'8 "++%&+' +')&'$9

T-$ Na'+ +$"a)) a"#$%&'( %"a%$(y <&)) 6$ /+'$'%&+'a) $8&a &' a'

6'/+'$'%&+'a) a''$"9 U')&#$ +% a)) /a", Na'+ <+'% :$ :&( +'

a8$"%&&'(9 T-$"$ <&)) :$ '+ TG /aa&(', +')y &''+a%&$ 6$ + "&'%, "a8&+

a'8 +%-$" $8&a, a"%&/6)a")y %-$ <$:9 T-$ Ta%a %$a & <+"#&'( +' Na'+

'$< &' a$", Na'+ :"$a# +' "a8&+, Na'+ a$a"&'( &' %-$ +" +

$a($ +" %&/#$" '$< +' TG, +')&'$ Na'+ (a$, Na'+ /-a% "++ +' %-$

N$%, Na'+ +*6 +' a.+" <$:&%$ a'8 Na'+ /+'$"a%&+' +' Fa/$ :++#,

a'8 :)+( a/$ Ta%a'a'+9/+

T-$ P"++%&+'a) a/%&&%y /a' :$ 8+'$ %+ a%%"a/% %-$ a"&+6 $($'% a 6/-

8$/&8&'( +" A8$"%&$$'%9 ;$ '$$8 %+ 8$&(' a8$"%&$$'% $/&/a))y

/a%$"&'( %+ $/&/ %a"($% ("+69 A 6/- +" R+/#y a a/$:++# a($ <&)) :$ a

17 | P a ( $




(++8 +%&+' a a /+))$($ %68$'% -$ <+6)8 )&#$ %+ a%%a/- -&$) <&%- +/&a)

'$%<+"#&'( &%$9 I% <&)) a#$ &% +% a'8 -a"$ %-$ Na'+ 68a%$9

T-$ P"++%&+'a) A/%&&%y <+6)8 :$

T-$ TG A8 -+6)8 :$ 6/- %-a% -$ /a' a+/&a%$ -&$) <&%- Na'+ a a a"%

+ -& 8a&)y "+6%&'(, H$ -+6)8 :$ a:)$ %+ -a'(+6% <&%- "&$'8 a'8 %-$ A8

6% +/6 +' %-$ $'.+y$'% a"% , S6/- 8"&&'( , A&" /+'8&%&+'$" $%/9

1C | P a ( $




T1e Promotional Acti,it+ wo&ld *e

H&"a La) <+6)8 :$ +"$ /+'/$"' a:+6% %-$ 6$) $/+'+y, Sa/$ a'8 P"&/$9

F+" -& Na'+ & 8$a'%)y 9

F+" -& AD -+6)8 +/6 +' %-$ Ha&'$, <-$' %-$ @a" /+$ %+ a &88)$/)a a&)y

1 | P a ( $




T1e Promotional Acti,it+ wo&ld *e

A'#6" A'a'8 <+6)8 :$ +"$ /+'/$"' a:+6% %-$ "&8&'( /++"%, Sa/$ a'8

P"&/$9 F+" -& Na'+ -a %+ :$ )a/$ <-$"$ /a' -$a" %-$ +&/$ + -$" <&$

&'(&'(, ;-+ '$$" 6$ %+ &'( &' -+$ :$/a6$ + %-$ :6y /-$86)$9

7inancial$

P+6)a%&+' + I'8&aI'M&))&+'

1000

I'/+$ "+6 D$"&$8 A&"$" S$$#$" S%"&$"

S$($'% NA R+/#y H&"aLa) A'#6" Ja&'

+ P+6)a%&+' 54 41 4 1

A$"a($ A''6a) I'/+$R9 0000 200000 350000 750000

20 | P a ( $




N+9 + H+6$-+)8I'M&))&+'

10C C2 C 2

O'$ Na'+ $" -+6$-+)8I'M&))&+'

10C C2 C 2

E=$/%$8 O<'$"-&27 0 22 2 1

Na'+ M+8$) STD LX T<&%P"&/$ 153000 21000 241000

Ma"(&' $" Na'+R9 15300 2100 24100

@+% + Ma"#$%&'(R9M&))&+'

370 40 10

S$($'% P"+%R9 M&))&+' <<-<=> 472!4 13004

S$($'% A%%"a/%&$'$ Ma=&6 A$"a($ M&'&6

Segment Pro8t

By a'a)y>&'( %-$ P&$ @-a"%, ;$ '8 %-a% R+/#y $($'% & +% "+%a:)$$($'%9 T-$ $($'% -+< %-$ '$% "$$'6$ + 33C372 M&))&+' <&%- %+%a)

C5 + %+%a) a"#$% -a"$9

ontingenc+ Plan

1 T+ "$86/$ "&/$ + /a" :y &"+&'( a'6a/%6"&'( "+/$$, )+< "&/$

a%$"&a) $)$/%&+' a'8 RD &' +"8$" %+ /+$ 6 <&%- "&/$ "a&$ + 6$),

a'6a/%6"&'( /+% a'8 (+$"'$'% "$(6)a%&+' a'8 %a= "a%$9

21 | P a ( $




2 E=%$'&$ a"#$%&'( a/%&&%y %+ /"$a%$ $=/&%$$'% + %-$ "+86/% a'8

:"a'8 %+ &'/"$a$ &% a"#$% -a"$, &'/"$a$ $))&'( a'8 /+$%$ <&%- "&a)9

3 B$ a)$"% a:+6% /+$%&%+" a'8 %-$&" +$9

4 P)a' +" /-a'(&'( $/+'+&/ a'8 +)&%&/a) /+'8&%&+'95 P)a' +" '$< +8$) 8$)ay a'8 "$/a)) + $-&/)$9

! F&'a'/&a) :a/#6 +" <+"% &%6a%&+'9

7 N$< +8$) 8$)ay a'8 "$/a)) + $-&/)$9

References:-

• Gyan Research and Analytics Pvt. Ltd.

• Tata Motors Website.• Tata Nano Facebook.

• Marti !"ki Website.

22 | P a ( $

marktng proj group 9

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