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Revamping marketing strategy of Tata Nano
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Revamping Marketing Strategyof
TATA Nano
Presented By:
Kirtan Pandya (32)
Flow Of Content
• Initial marketing strategy STP Marketing Mix Brief Marketing strategy
• Proposed marketing strategy Communication process
o National levelo Ahmedabad level
Start of Dream!“I saw families riding around on scooters with kids standing up and the mother carrying a baby and sitting pillion and decided to do something about it. It started as a quest for an affordable transportation solution”.
- RATAN TATA
STPGeographic Rural and Urban (Tier 2 , Tier 3)
Demographic Family size Nuclear family (married couple, children)
Income Middle class (80,000 – 1,20,000 p.a.)Lower middle (40,000 – 80,000 p.a.)
Psychographic SEC : B1 B2
Behavioral Benefits Economy, quality
User status First time users
Target market Executive two wheeler segment, second hand car user, lower income group people.
Positioning TATA intending to place in the mind of the consumers as a ‘People’s car’
Marketing Mix
ProductAn impeccable vehicle, covering middle and lower middle segments of the market, attractive, small yet comfortable
PriceOffering the lowest price in this segment
Place With the existing Tata dealers
(2n
d
largest dealer and service network in India)
Promotion Coming from the Tata’s stable, the Nano already created a brand image. The price of 1 lakh has offered enough promotion not only in India but also globally.
4P’s
Creative Brief• Problem
To spread Word of mouth as 1 Lakh car
• Audience Lower middle and middle class
• Support Economical car with sufficient features
• Core message To speak the language of the middle class
consumers, while highlighting the product's features including space, performance, mileage, safety and durability.
The campaign was a blend of emotionality and functionality.
Marketing strategies
• Online strategiesWebsite Social mediaNano game Online Advertisements
Marketing strategies
• Offline strategies Collaborations with banks Mall displays Dealer networkTV commercials and Print AdsAuto Expo (Delhi and Geneva)
What went wrong with Nano?
• Wrong positioning with some technical errors in the car
Proposed Marketing Strategy
Factors that support new marketing strategy
• Compared to advanced automobile markets, income levels in India are significantly lower and it results into very less market share (around 3%) of 4 wheelers of India in world market i.e. Enough scope to grow
• 65% population is below the age of 35• Perfect combination of quantity and quality!
Creative brief
• Problem To remove its tag of poor people’s car
• Audience Primary audience: Young executives Secondary audience: Middle class & lower middle class
• Core message Nano will be stepping stone to your career path
• Support Available in 3 variants with Basic features, superior quality and small price!
Communication Process Identify Target Audience
Determine Objectives
Design Communications
Select Channels
Decide On Media Mix
Establish Budget
Measure Results
Identify Target AudienceGeographic Rural and Urban
Demographic Family size Young SingleNuclear family (married couple, children)
Income Upper Middle (> 1,60,000 p.a. )Middle class (80,000 – 1,20,000 p.a.)Lower middle (40,000 – 80,000 p.a.)
Psychographic SEC : A1 A2 B1 B2
Behavioral Benefits Economy, quality
User status First time users and Potential users
Target market Young executives who has just started their career , second hand car user,
Positioning Tata Nano will be positioned as car which is for all the young people who believes they are hard working and who invest their money wisely
Determine Objectives
• To revamp the ‘Brand attitude’ for Nano• To change ‘Brand purchase’ intention for Nano• To portray Nano as an ‘Intelligent choice’
amongst competitor cars
Design Communications
Message strategy What to say? Rational and Social rewards
Creative strategy How to say it? Informational appeal
Select Channels
Personal Communication channel Advocate and Social channelsNon Personal Communication channel Advertising
Sales PromotionEvents
Decide On Media Mix
Advertising• Print &
broadcast Ads
• Billboards
Sales Promotion• Contest
s• Tie-ins
Events• Festivals• College
activities
Direct Marketing• Web
sites• Blogs• Catalogs
Personal Selling• Fairs &
trade shows
• Incentive programmes
Establish Budget
• Print media• TV Commercials• Outdoor Advertisements
India Level
Print MediaNewspaper Size
(Color Ad)Rate of 1 day
Total rate for 3 days in a week
Duration Total cost for 2 months
Times of India
Full page 14,85,000 44,55,000 2 months 3,56,40,000
TV commercialsChannels Timing (Slots) 1 day cost for airing
Ad for 8 times(30 sec)
Total cost for 2 months
MTV 7pm – 11 pm 15 Lakh 9,00,00,000
Aaj Tak 7pm – 11 pm 18 Lakh 10,80,00,000
Star Plus 7pm – 11 pm 20 Lakh 12,00,00,00031,80,00,000
Outdoor advertisement
Location Size (cm) Rate of 1 billboardfor2 months
Rate of 5 billboards for 2 months
Frequency Total cost
City 400*500 12,03,960 60,19,800 20 12,03,96,000
Highways 720*2400 18,06,680 90,33,400 20 18,06,68,000
30,10,64,000
Total advertising budgetTool Cost
Print 3,56,40,000
TV 31,80,00,000
Outdoor 30,10,64,000
Total 65,47,04,000
Ahmedabad Level
Outdoor advertisement
Location Size (cm) Rate of 1 billboardfor2 months
Rate of 40 billboards for 2 months
Main Cross roads& Near corporate houses
400*500 12,03,960 4,81,58,400
4,81,58,400
Events
• ‘Bright future with Tata Nano’• Fairs & trade shows by authorised dealers • Tie ups with corporates and driving schools
Total advertising budgetTool CostOutdoor 4,81,58,400
Events 20,00,000
Total 5,01,58,400
Measure Results
• Survey among the consumers asking them their previous and current attitudes towards Nano and their behavioral response
After first 2 months (Jan-Feb) Comparative increase in sales of Jan-Feb than previous 2 months
After 4 more months (March-April) Increase of 5% in sales
After 3rd quarter Increase of 10% in sales
After 4th quarter Increase of 10% in sales
References
• www.afaqs.com• http://www.business-standard.com/india/• www.tata.com/media/reports/inside.aspx?arti
d=7wzQgIGpR6g=
Thank you