GROUP -A2
“TATA NANO – THE PEOPLE'S CAR“
MARKETING PLAN
by
ChaiTANYA TAMHANKAR
Kshitij SAPRA
SaakshI DEEDWANIA
Sagar ADLAKHA
VamsiDHAR
BACKGROUND STORY
TATA NANO : THE BIRTH OF PEOPLE'S CAR
Mr. Ratan Tata & His Eyes of Magic
How did a possible car accident turned into an invention?
Tata Nano - The Scooter or the Car?
The Reincarnation of Impossibilities
From "Tata will not be able to build a car under 1 lakh!",
to 'Sweet Revenge'.
The Manufacturing Marvel
Not the game changer Initiator
"A promise is a promise"
COMPETITOR AND CONSUMER
ANALYSIS
TARGET THE TARGET GROUP?
CONSUMER ANALYSIS:
Targeted motorcycle owners, second-hand car owners,
and lower-middle-class group
Advertisements highlighted the emotional aspect of
owning a car
Launched with a view of making the commoner's dream
of owning a car reality.
COMPETITORS?
Tata Nano entered the small car hatchback segment
Its main competitors over the years:
1. Maruti Suzuki Alto 800
2. Renault Kwid
3. Hyundai Ewon
Positioning Jinx:
2009 –Affordability
2010 – Key to Happiness
2012 – Comfort at an affordable price
2013 – Youthful with nano twist
2015 – Aspirational to youth with nano GENX
What went wrong?
Despite efforts perceived as the Cheapest car
Delay in delivery, No safety, Emission issues, Design issues – Fire, Back Engine,
Cabin Sound, Stability, Braking
DIAGNOSIS OF CURRENT DIRCTION
What about the present?
60 to 70% of cars sold In India are under 10 lakhs.
Only 8% of Indians own cars – large scope of growth in car density.
More than 50% of the population still owns a two-wheeler.
With rising income levels auto industry is expecting a lot of new entrants in the coming 5
to 10 years in the age group of 25 to 40 years.
Increase of sales in used cars due to 25% price cut.
A right-priced car is still the need of the hour in India
OVERALL STRATEGIC DIRECTION
WHAT NEXT? - NANO 2.0
Does the customer really want the “The Cheapest Car” ?
Re-segment
From the Initial Target Segment '2 Wheeler Users' to the YOUth
Change the Customer's Perception
From 'The Cheapest Car' , 'Lakhtakia Car'
Logic over Emotion - Marketed as a “One Lakh Rupees Car.”; price was its biggest USP
To My First Car; The Youth’s Car; Made in India, Made for India
Emotion over Logic - Bridge the Emotional Gap, make it feel more connected. Make Quality the USP
, Product Focus
Effective, appropriate and Transparent pricing
Focus on providing Quality and Comfort
Sustainable Indian Innovation - Promote a car for the Youth, by the Youth
Seek Feedback
Introduce a prototype, take feedback, and improve the product before the final launch.
Fleet Management
No ownership, Short Commute, Experience before buying
Encourage Self Drive for Tata Employees
Importance of Adding credibility
First Hand Experience is the key
Adds trust and confidence
Work on upscaling production capabilities, strengthening exports, exploring and
Implementing Entry into the Hybrid and EV Segment
Covered as part of the 1 Year Tactical and 5 / 10 Year Strategic Plans
Covered in upcoming slides
1-YEAR TACTICAL PLAN
NEAR FUTURE?
What can be implemented?
Re-Segmentation
Re-Position
Change the brand perception of the consumers with the help of influencer marketing and
collaborations.
Comeback?
Improvement in Research and Development.
Collecting data and change in prototype.
Restart Production - Nano 2.0
“The owner of this restaurant, also eats here” Instant tactical plan?
Encouraging Tata Motors executives to self-drive Tata Nanos to work for the next two years.
Pride in the product becomes visible.
Credibility of the product is restored, inventors would get to know the problems first hand.
5-YEAR STRATEGIC PLAN
Introducing Hybrid Tata Nano 2.0
Launch the first Made in India Hybrid Hatchback.
Leverage and build on the existing Tata EV infrastructure
Capitalise on the existing manufacturing and labour expertise
Fleet Management
Tata launches local self-drive centres
Where? How? Why?
Low rentals to engage more customers
Launch the Campaign- Tata Nano : India ki bharosemand Car
Reinforce the Made in India value of the car through brand endorsements
Leverage the brand collaborations in events like IPL, Asian Games naming Tata Nano as the
Car of the Season.
10-YEAR STRATEGIC PLAN
International expansion
Building the car as per International safety standards
Exploring markets of Southeast Asia, Africa, and Latin America
Exploring the subsidies offered by the local governments for EV vehicles
Entry into the EV segment
Launch India's most affordable EV in hatchback segment
Install further EV charging stations in tier 2 and 3 cities to further expand it's demand amongst
rural and semi-urban population.
Launching 1 call battery charge service across PAN India.
Expanding production capabilities
THANK YOU