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    Tata Nano Hybrid

    -Presented by

    Amir Choudhary

    Juhi Batra Shailesh Bhadra

    Abhishek Sawant Drashti Shah

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    Porter Five forces

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    Rivalry among Existing competitors

    FactorsRivalry among existing

    competitors

    Brand Image Low among same category(short term)

    No.of Competitors Low for short term

    Switching costs Moderate

    Exit Barriers Low

    Overall

    RatingLOW

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    Threat of new entrants

    Overall

    Rating:HIGH

    Factors Threat of new entrants

    Economies of Scale in

    productionHigh

    Capital Requirements High

    Product Differentiation Low

    Distribution Channels Moderate

    Knowledge and Technology High

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    Bargaining Power of Suppliers

    Overall

    Rating:HIGH

    Factors Supplier Power

    Switching Costs High

    Brand Image Low

    Unique Service / Product High

    Number and Size of Suppliers High

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    Threat of Substitutes

    Factors Substitute Power

    Switching Costs Low

    Price Band Moderate

    Substitutes performance Low

    Quality of substitute Low

    Availability Moderate

    Overall

    Rating:

    LOW

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    Bargaining Power of Buyers

    Overall

    Rating:MODERATE

    TO LOW

    Factors Buyer Power

    Switching Costs High

    Variety Moderate

    Technology Low

    Brand Image Low

    Number of customers/

    Volume of salesModerate

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    SWOT ANALYSIS

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    Strengths

    Eco-Friendly and fuel efficient

    Stylish and compact

    Benchmark for hybrid technology

    Credibility of the brand TATA

    Development of Indian specific vehicles

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    Weaknesses

    Not a luxurious image

    Low market share in passenger vehicles segment

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    Opportunities

    Right opportunity for environmentally friendly

    transport

    New and emerging industrial nations Emerging high market demand for passenger cars at

    low cost

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    Threats

    Sustainability and environmentalism could mean

    extra costs

    Open to competition from overseas companies whohave resources and only need to copy the technology

    High risk of acceptability

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    Segmenting and targeting

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    Segmentation

    The process of defining and subdividing a

    large homogenous market into clearlyidenti f iable segments having simi lar needs, wants,

    or demand character istics

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    Steps for Segmenting a market

    Step 1. Name the broad product-market

    Step 2. List potential customers' needs

    Step 3. Form homogeneous submarkets Step 4. Evaluate why product-market segments behave as they

    do

    Step 5.Make a rough estimate of the size of each product-

    market segment

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    Broad Product Market

    The market for the hybr id Nano includes anyone who wants to

    buy a eco fr iendly and fuel eff icient car and is technology lover

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    Potential Customer needs

    Fuel efficiency

    Options for alternate fuel

    Cost effectiveness Safety

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    Demographics

    Age21 to 25, 26 to 35, 36 to 45, 46 and above

    Income3L to 5L, 5L to 10L, 10L to 15L

    Family Lifecycle

    graduation student, workingunmarried, working married, working married with

    one child, working married with two child working

    married with more than 2 children

    SEC Grid -A2, A3, B1, B2, C1, C2, D1

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    Psychographics

    Social class

    Personality

    Lifestyle

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    Behavior

    Benefits fuel efficiency, low cost of ownership, after sales

    service, trendy looks

    User Status Nonuser, ex-user, potential user, first-time user,

    regular user

    Attitude towards product - Enthusiastic, positive, indifferent

    Readiness stage - Unaware, aware, informed, interested,

    desirous, intending to buy

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    Geographic

    Metros

    Tier 2 cities

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    Targeting

    Family of 4 or above

    Age of Chief wage earner of 2540 years

    SEC: B1, B2, C1, C2,

    Living in tier 1 and tier 2 cities

    Life style and Behavioral Attributes:

    New thoughts but not very deep pockets

    Religious and responsible

    Travels by public transport or bikes

    Has not travelled much but aspires to see the world with hisfamily

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    Differentiating and positioning

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    Differentiating

    Rationale:

    To find a niche in the marketplace and cater to their needs as a

    ground for innovation.

    An opportunity to re-launch Tata Nano with revised

    dimensions and better positioning

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    Differentiating

    3 steps:

    Need Gap Analysis.

    Identifying who actually wants it. Working out the details of how and under what circumstances

    they will use the product.

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    Differentiating

    The process of distinguishing a product or service from others,

    to make it more attractive to a particular target market.

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    Differentiating

    Types of Differentiation:

    Technology differentiation

    Price/Quality differentiation Product differentiation

    Customer Service differentiation

    User Experience differentiation

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    Differentiating

    Technology based Differentiation:

    Innovative Micro-Hybrid technology - the technology will

    be acquired by the Indian car making giant from Bosch and

    Continental

    Fuel Efficiency - The Start-Stop technology of the car is

    expected to cut down fuel consumption by as much as 5 per

    cent and lower emissions by 10 per cent

    Eco Friendly

    environment conscious

    Opportunity to Revise Dimensions

    No Price Differentiation

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    Positioning

    The way by which the marketers attempt to create a distinct

    impression in the customer 's mind.

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    Positioning

    Process:

    Identifying the product features and USP

    Knowing clearly what the target audience wants

    Identifying direct competition and understanding how each

    competitor is positioning their business today

    Developing a distinctive, differentiating and value-based

    positioning concept.

    Creating a positioning statement with key messages and customervalue propositions to be used for communications development

    across the variety of target audience touch points

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    Positioning Factors

    Opportunity for Tata to rebrand and re-launch Tata Nano with

    a different positioning

    A car for young innovators

    "Car of the Future"

    The most Eco-Conscious Car

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    Positioning Statement

    The Car of the Future for the Eco-Conscious

    and socially responsible Youth who desires

    innovative technology

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    Kellers Brand Equity Model

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    Kellers Brand Equity Model

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    Brand Salience

    Hybrid Eco-friendly Car

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    Brand imagery

    City Car

    Compact

    Cool

    TATA product

    Sporty

    Environment Friendly

    Trendy

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    Brand Performance

    Fuel Efficient

    Low maintenance cost

    Low cost of ownership

    Eco-friendly

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    Consumer Feelings

    Self-Respect

    Pride of ownership

    Social approval

    Fun

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    Consumer Judgements

    Quality in performance

    New Technology at affordable price

    Credible

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    Brand Resonance

    Loyalty

    Engagement in other product categories from TATA

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    Kapferer Brand Prism

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    Kapferer Brand Prism

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    Physique

    Flagship product in the hybrid category.

    Represents the innovation, youthfulness, sincerity,

    responsibility and the credibility of TATA.

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    Brand Personality

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    Relationship

    Characterized by trust, reliability, trendy, responsibility

    Being a part of the Tata Nano Hybrid community means

    having a sense of social responsibility, being a environment

    friendly person.

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    Culture

    Comes from the house of the TATA, known for trust, caring

    and responsibility

    Innovation in technology

    Brings the eco-friendly concept on the street

    It's achieving the impossible.

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    Reflection

    Trendy, cool, fun loving but at the same time sincere,

    hardworking, reliable and socially responsible youth

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    Self image

    Love to be looked upon as socially caring, smart, intelligent,

    technology lovers with a cool and trendy attitude

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    Thank You