NANOTHE PEOPLE’S CAR…..

AMBRISHSREERAMCHARANNASEEROOHA SREESHIVA VAMSEE

SEEDS OF DREAM

I observed familiesriding on two-wheelerthe father driving thescooter, his young kidstanding in front ofhim, his wife seatedbehind him holding alittle baby. It led me towonder for such a carwhich is safe & affordable to any middle class

family.

HistoryTata group was founded by JAMSHEDJI TATA in 1945.Formerly known as TELCO (Tata Engineering & Locomotive Company) The headquarter of Tata group is in Mumbai.Tata motors is a part of Tata group.It tied-up with Daimler-Benz and entered Commercial vehicle segment in 1954. In 1992, it entered Small vehicle segment.Indicia was launched in 1998 the first indigenous passenger car of India

TELCO to TATA MOTORS:• TELCO changed into TATA MOTORS in 2003.• Most successful Experiment in 2005- TATA

ACE• Jaguar and Land Rover Acquisition in 2007.• To cater in to higher end segment in the

market.• Land Rover was reputed for making rugged

vehicles with strong off-road capabilities.

PlantsJamshedpur:- Truck Factory, Engine

Factory, Cab & Cowl Factories.

Pune:- Production Engineering Division,press tools, jigs, fixtures, gauges, metal pattern and special tools

Lucknow:-Manufacturing of Commercial Vehicles,modern Buses, CNG & RE Buses.

Patnagar:-Manufacturing of mini-truck Ace and the passenger carrier Magic.

Sanand:- Manufacturing of Tata Nano.

Work Specializations

Passenger & Utility Vehicles:- Tata Sumo,Tata Safari,Tata Indica, Tata Indigo, Tata Marina,

Tata Winger,Tata Magic, Tata Nano

Commercial Vehicles:- Tata Ace,Tata 407 Ex and Ex2,Tata 709 Ex, Tata 809 Ex and Ex2, Tata 909 Ex and Ex2, Tata 1109,Tata Starbus.

Concept Vehicles:- Aria Roadster, Aria Coupe, Tata Indiva, Tata Xover, Tata Prima.

Military vehicles:- Tata LSV, Tata 2 Stretcher Ambulance, Tata 407 Troop Carrier, Tata SD 1015 TC.

NANO DC

Idea Screening

A four wheeled open car with safety side bars?

Rolled up Plastic curtains in place of windows?

VENDORS

“Most admired by our customers, employees, business partners and shareholders for the experience and value they enjoy from being with us.”

“To be passionate in anticipating and providing the best vehicles and experiences that excite our customers globally.”

Launch of TATA Nano 2009A Promise

is A Promise

– Ratan Tata

TATA- management Thinking and Acting leads to employee Thinking and Acting.

Competitors o Present nearest Present nearest rivals rivals

o

• 1. Maruti Alto 800Price: 2.44 -  3.56 lakhMileage: 22.74 Kmpl

• 2. Hyundai EON Price: 2.73 - 3.76 lakh Mileage: 21.1 kmpl

Comparison in engines and capacity

TATA NANO Maruti ALTO 800 Hyundai Eon

•0.6 litre capacity engine,•Four valved.•Two cylinder MPFI Which gives out power of 37.4bhp @ 5500rpm.

•0.8 litre capacity engine,•9 valved.•SOHC engine which generates power 55.2 bhp.

•0.8 litre capacity engine.•Nine valved.•F8D engine spectra premium Fuel tank.•Power output delivered is 47.3bhp.

Competitors

• 1.Tata Indica V2 Price: 3.99 - 4.33 lakh Mileage: 17.88 kmpl

• 2.Tata Venture Price: 4.57 - 5.34 lakh Mileage: 15.42 kmpl

o Present nearest

rivals

oInternal competitorInternal competitor

Competitors Present nearest

rivals

Future competitorFuture competitor

Engine

600cc petrol car.Petrol mileage-15kmpl.Diesel mileage -16-18kmpl

Marketing Mix

Marketing Strategies.

• Online Marketing

• Offline Markting

For marketing strategy Tata had use conventional media in an unconventional manner.

Only innovative use of print, radio and other media.

Online Marketing

The major sections of the site are:The major sections of the site are:a.a. Galary (both pictures and videos). Galary (both pictures and videos). b.b. Games. Games. c.c. Community. Community. d.d. Why Nano? Why Nano? e.e. Booking DetailsBooking Details

Online Online

Social Media

Nano Game

Website: www.tatananodc.com

DC

Online Marketing

FacebookFacebook

BlogBlog

Orkut Orkut

YouTube YouTube

Online

Social MediaSocial Media

Nano Game

DC

Online Marketing

The game by The game by zapakzapak was a great move to was a great move to spread word about the car. spread word about the car.

Online

Social Media

Nano GameNano Game

Offline Marketing

OfflineOffline

Print Media

Collaborations: Tata partnered with a few banks for releasing application forms.

Leveraging Existing Infrastructure: People can find Nano merchandise, application forms and demo cars in Tata Indicom, Titan, Croma and Westside stores.

TV: Tata also invest heavily into TV comercials.

Offline Marketing

Offline

Print MediaPrint Media

The grand Relaunching The grand Relaunching ceremony of Tata Nano was ceremony of Tata Nano was covered by all kind of media covered by all kind of media personal. personal.

International motor show at International motor show at GenevaGeneva

Business tycoon.Business tycoon.