nano sales ppt
TRANSCRIPT
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India's record in road deaths has touched a new
low, as toll rose to at least 14 deaths per hour in
2008 against 13 the previous year.
While the toll was only 84,430 in 2003, it crossed
1.18 lakh in 2008,
In fact, 4.69 lakh people were injured in road
accidents in 2008, nearly four times the total
death toll.
While trucks/lorries and two-wheelers were
responsible for over 40% deaths.
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DREAM OF RATAN
TATA
NANO
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VISION
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1. GEOGRAPHYICAL1. GEOGRAPHYICAL
2. FAMILY SIZE2. FAMILY SIZE
3. DEMOGRAPHICAL3. DEMOGRAPHICAL4. INFRASTRUCTURE4. INFRASTRUCTURE
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MARKET
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MARKETREPORT
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CONCENTRATEONTIER II & TIER III
CITIES
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The middle class segment in
boomtowns by 2016
2007-08
2015-160
5000
10000
15000
2007-08
2015-16
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More than half of the households
will be middle class by 2016
0%
10%
20%30%
40%
50%
60%
70%
80%
90%
100%
1998-99 2001-02 2004-05 2007-08 2015-16
Chart Title
high income
middle class
aspirants
low income
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Automotive Component ManufacturersAutomotive Component Manufacturers
Association of IndiaAssociation of India ((ACMAACMA))
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Automotive Component ManufacturersAutomotive Component Manufacturers
Association of India (Association of India (ACMAACMA))
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Automotive Component ManufacturersAutomotive Component Manufacturers
Association of India (Association of India (ACMAACMA))
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Automotive Component ManufacturersAutomotive Component Manufacturers
Association of India (Association of India (ACMAACMA))
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Automotive Component ManufacturersAutomotive Component Manufacturers
Association of India (Association of India (ACMAACMA))
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- 23rd SEPTEMBER,2010
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ROADSTOSUCCESS
(SOURCE: GOVERNMENT OF INDIA,
MINISTRY OF ROAD TRANSPORT & HIGHWAYS,2008-09)
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ROADSTOSUCCESS
(SOURCE: GOVERNMENT OF INDIA,
MINISTRY OF ROAD TRANSPORT & HIGHWAYS,2008-09)
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PRICINGSTRATEGY
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PERSONALIZATION
Tata launched two special editions ofNano at
Auto Expo 2010
Called Nano for him & Nano for her.
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TARGETMARKETSEGMENT
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CONSUMERSEGMENTATION
URBAN & SEMI-URBANAREA:-
SEC-A
SEC-BWhich
Which Is Shown In This Table:-
Economic status SEC-A SEC-B SEC-C SEC-D SEC-E
Average Monthly
Household Income
18549 10911 6776 5112 4219
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SEGMENTATIONCONTINUED
Segmentation In Different SECS is Shown in
this Graph:-
0%
20%
40%
60%
80%
100%
SEC-A SEC-B SEC-C SEC-D SEC-E
upto 12500
12500-25000
25000 Above
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URBAN INDIANCONSUMERPYRAMID
Sec-a
Sec-b
105 million
30%
Sec-c
79 million23%
Sec-d
Sec-e
159 million
47%
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Contd
Target Area is sec-a & sec-b
(a) More people in between income 12500-
25000(b)SPENDINGONPUBLICCONVEYENCE:
(i) sec-a=13%
(ii) sec-b=12%
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DEMOGRAPHICANALYSIS of
BANGALORECITYASSAMPLE
PROFESSIONBASIS
AGEBASIS
GENDERBASIS
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PROFESSIONBASIS
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AGEBASIS
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GENDERBASIS
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Competitive Analysis
Maruti 800;with almost equal featuresto nano
Maruti Alto(std):2.60lakh and 1 yearwarranty and 3 free service. Under truevalue initiative you can get your old car
exchanged.
Bikes:Price between (50000-80000)with engine capacity between (120cc-
220cc)
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Nano Vs Maruti 800
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TECHNICAL SPECIFICATION
DESCRIPTION TATA NANO MARUTI 800
LENGTH 3100mm 3335mm
BREADTH 1500mm 1440mm
HEIGHT 1600mm 1500mm
WHEELBASE 2230mm 2175mm
ENGINE 624cc; 2 Cyli r 7 6cc; 3 cyli r
MILEAGE 20kmpl 15kmpl
WEIGHT 600kg 650kg
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Petrol Engine
2 cylinder petrol all aluminiumE
ngine
624 cc
Bosch multi-point fuel injection (mpfi)
Variants
Models Ex-showroom
prices
Nano Standard Rs 1,23,360
Nano Deluxe-Cx Rs 1,51,360
Nano luxury-Lx Rs 1,72,360
Diesel Engine
Jointly developed with Diesel Engine
specialist FEV
684 cc
Smallest Common Rail Turbocharged Diesel
engine
Engine Options Petrol, Diesel, Electric.
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Vehicle Summary
Body Type Hatchback
Seating Capacity 4
Transmission 4 Speed Manual
Suspension McPherson strut
& Independentcoil spring
Brakes Front Disk, Rear
Drum
Kerb Weight 580 Kgs
Fuel Tank 30 Liters
Ground Clearance 180 mm
Wheels 12 inch
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Various companies reached out for making the worlds
cheapest car:
Germanys Bosch new engine management system
Italys I.DE.A. styling n interior deign
Indias Sona Koyo light weight steering shaft
Japans Toyo engine cooling module
Germanys Behr heating, ventilating & air conditioning
system.
Indias Madras rubber factory tougher than normal rear
tires
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Car exceeds current regulatory
requirements with a strong passenger
compartment, crumple zones, intrusion
resistant doors, seat belts, strong seatsand anchorage.
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CRASH TESTOFNANO
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CRASH TESTOFCHERRY
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PROMOTIONS
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PROMOTIONSPROMOTIONS
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DISTRIBUTION
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SERVICEMIX
As Tata is going to provide this car with rupees one lakh
only, so it may not give the same service like its other
vehicles.
yBut its post purchase services will be better than acostlier bike.
y Customers will get minimum three services from Tata in
any of its servicing center, all over the country.
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OURSELLINGSTRATEGY
Awareness campaign through advt. tools,
projecting as VALUE ADDED PRODUCT
(more mileage,safety,easy to buy, very
convenient to drive).
Persuasive advertisement justifying switching
over to 4 wheeler from 2 wheeler (considering
safety at a low cost and non affordable
medical expenses in case of an accident i.e.
2wheeler are more prone to accident). Target middle & lower middle cost, income
ranging 2 lakhs - 4 lakhs per annum
NICHE
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NICHE
HIGHER
CLASS
UPPER
MIDDLE
CLASS
MIDDLE
CLASS
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FUTUREMARKET
Can be used in hotels as a pick n drop vehicle.
Parents can be encouraged to provide their children
with nano instead of 2- wheelers, to ensure safety.
ProjectNano as pollution free & environment friendly
Strike a deal with builders & colonisers like Eldico
,DLF , Sahara etc. to give Nano to each flat buyer
because small cost ofNano can be easily absorbed inhuge cost of property & thus making the flat purchase
more attractive
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FUTUREMARKET- nano taxi
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REACTIONSABOUTNANO
"It's a good historic moment for the Indian auto
industry and also a proud one indeed that an Indian
company took a step forward on this road. Its an up
gradation for an auto wheeler rider to by a car now.
Rajesh Jejurikar, Managing Director, Mahindra and
Renault's.
"It's good product but it's still too early to say whether
it will overtake the 800 because it caters to a totally
new market segment.
Said Jagdish Khattar, Former MD ofMaruti Udyog
Limited
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REACTIONSABOUTNANO
"Meeting the proper quality standards and safety is not
feasible at all in such a model.
Andreas Prinz, Managing Director (Passenger
Cars), Volkswagen Group Sales India.
"I think it is a great thing for India because mobility is
giving new opportunities. I hope Tata drives to great
success with the Rs one lakh car, but it is not included
in our plan.
Thomas Kuehl, Board Member, Skoda Auto India.
AWARDS
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AWARDS
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