Introduction
Indian Automobile Industry has taken a gigantic leap in terms of development and acceptance of new cars. Making cars as per the Indian requirement was the challenge faced by many companies. Tata is aspiring to produce an automobile for the middle class with the USP being the most economical car.
Company Profile
• Name : Tata Motors.
• Founded : 1945
• Founder : J. R. D. Tata
• Industry : Automobiles
• Head Quarters : Mumbai, India
Market Opportunity
• Indian Automobile Market possesses huge potential and opportunities for small and economic sized cars.
• The major area as per the market research is the Middle Class who are willing to accept small sized cars for their needs.
Brand
Element
Name
URL
Logo
Tagline / Slogan
Brand Name : Tata Nano.
The Logo :
The Tagline / Slogan : "More Dreams Per Car"
The URL : www.tatanano.com
Brand perception
Phase 1
Creating Hype
Phase 2
Media Scrutiny
Phase 3
Extensive Marketing
Market
• People who want to travel
Target Market
• People who want a 4 Wheeler
Segment
• All Income groups
• Lifestyle: Family / Personal use
Target Segment
• Cities & Rural areas
• Lower & Middle Income groups
• Families, Students
Customer
• Lower and middle income families, who want to upgrade to 4 wheeler from 2 wheeler
• Youth, who prefer young, trendy & innovative vehicles with good safety features at low cost
Segmentation & Targeting
Competitors
Bajaj
.
• RE6O
Maruti
Suzuki
• CERVO
Maruti
Suzuki
• ALTO
Hyundai
.
• SANTRO
HIGH
PRICE
We would position
ourselves in Shining Sun
segment with
Low Prices
And
High Benefits
Positioning
LOW
HIGHLOW
SHINING SUN SHOOTING STAR
BLACK HOLE POISONOUS GAS
B
E
N
E
F
I
T
S
Strength
Economical Sale Price
Weakness
Low profile image of the brand in the minds of the
customers
Opportunities
Huge potential in the middle class category of consumers
Threats
New & upcoming cars in the market around the same
price bracket.
SWOT Analysis
Reasons for a Welcome Launch
Pricing
For the Middle Class
Design
Reasons why USP went against the Sales Performance
Status conscious consumers
The Nano being termed as Garib Rath by media
Media Attention
1. Created the hype.
2. Most economic car
3. Edge over competitors
with Pricing
1. Product Scrutiny
2. Negative Publicity
Reasons for Impacted Sales
• After the perception of the market about the product, the consumers did not wish to be related to the TATA NANO because of its Media Synonyms.
• Media Scrutiny played a major role for a vast variation in the sales.
Futuristic Scenario
• The TATA Nano Possesses immense potential to tap the unexplored middle class market if re-marketed with the right product positioning therefore, removing the present perception about the brand and the product.
Our Solutions - Marketing Strategies
• Re-Market Tata Nano as “Luxury without a Price”, being an attempt to refurbish its current title “Cheapest car of the World”.
• Ride to Drive Campaign.
• General marketing tools like Social media, T.V. & Print Campaigns.
Luxury without a Price
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