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New product development(TATA NANO)
Presented by : Mohit
poojaRashvindar kaur
Shishir jain
praveen
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INDIAN AUTOMOBILE INDUSTRY
Cyclical in nature : goes ups and downs every year
High correlation with economic growth
The auto industry is capital intensive in nature
Product life cycle is shortened which makes it a technology
intensive industry
International players are coming in and competition is
rising
High investment is required for building and maintaning
capacity
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Distribution network is important in this industry
Indian is known for low cost operations
Exporters played a major role in car making companies
Govt is encouraging investment in indian auto industry
Second hand vehicles market are threat to new ones
New auto policy in march 2002
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TATA MOTORS
Indias largest automobile company
Leader in commercial vehicles in each segment
2000 touch point nation wide.
Company manufactures LCV , HCV, passenger cars and multi
utility vehicle
Plants: pune, Jamshedpur, lucknow, pantnagar, sanand,
dharwad
Unique positioning : Economy, rugged and premium
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Tata Motors Successful Strategy
Speed in all sectors
Superior stakeholders satisfaction
Segment of diesel car
Followed consistent strategy
Dream of launching one-lakh rupees car
Exploring new technologies
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Factors contributing to new product
development
External environment
Internal factor such as surplus capacity.
Customer styles.
Technological changes.
Government policies.
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NEW PRODUCT DEVELOPMENT PROCESS
Generation ofidea
The car will create a new paradigm in low cost
personaltransport.
Reaching a broader base.
Identifyingprospectivecustomer &defining the
target market
Targeted the Indian market. This car was speciallydesigned to
cater the middle and upper middle class.
The price is less than half of a basic car from marketleader
maruti
CONCEPTDEVELOPMENTAND TESTING
Fuel efficient engine, 4-5 seats, 4 doors car with 30 horsepower
engine
Latest techniques to be used to minimize cost.
Prototypes are being tested in the plant.
It must be meeting all the safety and
regulatoryrequirements.
The car has to be designed so that it can be exported toother
countries
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Feasibility
analysis
The car was made using more plastic than steel.
Modern adhesives instead od of wielding to help cut cost.
Productdevelopment
Engine Capacity Bosch 624 c.c. twin cylinder
Low capacity, Lighter, sufficient with better PowerRear Engine
to reduce
the transmission length using a balancer shaft.
4 Speed Manual Gear Box
All Aluminum Engine.
Marketing
Tata will sell its ultra cheap new car through its own retail
and electronics megastore outlets as well as autodealerships
W estside and Croma outlets will display the Nano and also take
bookings. Also available will be a whole range ofNano merchandise
like baseball caps, T-shirts and key chains, among others.\
The Nano's overall marketing strategy will use conventional
media in an
unconventional manner.
Marketing
It will be commercialized in whole of India. It
is mostly targeted to the middle
class and lower middle class people.
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FEASIBILTY CHECK
