World’s Cheapest Car“Tata Nano” - the people’s
car
Presented By: Tushar Rastogi
(MPE-170692)
Topics of Presentation.





Introduction.
Description about Tata Nano.
Why it is so cheap?
Target Market and Marketing Strategies.
Conclusions.
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Introduction.

“Dream-dream and dream, because
dream gives vision, vision gives thoughts
and finally thoughts lead to the action".
By India's former President Dr. A.P.J. Abdul Kalam

Dreams also give you an idea to change
yours and other life.
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An idea can change
your LIFE
An idea can change
your WIFE
An idea can also
change OTHERS
life
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Seeds of the Dreams.
Mr. Ratan Tata
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


Motivational words said by Dr. A.P.J. Abdul Kalam goes
exactly with Mr. Ratan Tata, Chairman of Tata group, who in
the year 2003, dreamt of producing a safe, affordable Car for
the common man.
Finally after the wait of five years, crossing all financial and
technological barriers, Ratan Tata kept his promise and
unveiled Tata 'Nano' on 10th January 2008, at the 9th Auto
Expo 2008 in New Delhi.
Tata Nano, cool & smart, launched by Tata Motors is world's
cheapest Car with a price tag of $ 2500
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Tata Nano Car
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Description about Nano

The project has literally become India's claim-for-fame in the
international-media due to


The car itself is expected to boost the Indian Economy



Tata Motors' innovation in developing the car, as well as keeping
it low in price.
create entrepreneurial-opportunities across India,
expand the Indian car market by 65%.
Mr.Ratan Tata, Chairman of the Tata Group and Tata Motors,
who has described it as an eco-friendly "people's car".
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cont…

Nano has been greatly appreciated by many sources and the
media



Tata Group is expected to mass-manufacture the Nano in very
large quantities,



for its low-cost and
eco-friendly initiatives which include using compressed-air as
fuel and an electric-version.
particularly the electric-version, and,
besides selling them in India, to also export them world-wide.
The Tata Nano is


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a rear-engine,
four passenger
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Specifications of Tata Nano.
•
•
•
•
•
•
•
•
The Standard Variant of the Car has a dealer price of rupees one lakh (US
$2500) and is the cheapest car in the world. (Transport costs and ValueAdded Taxes exclusive)
A four-door car that can seat four-five passengers.
It conforms to all the emission standards as well as the Offset and Side
Crash norms followed internationally.
It is also compliant with the Bharat 3 norm and the Euro 4 norm with
respect to keeping pollution at bay.
A 33-bhp car with a 624 cc engine.
It will provide a mileage of 23 km/litre.
The Nano Car will have two variants - a Standard and two Deluxe (Air
Conditioned) versions.
There is no power steering in the car.
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Model Versions.

Basic Tata Nano Std priced at 1,23,000Rupees (1700
Euros).

Deluxe Tata Nano CX at 1,51,000 Rupees (2100
Euros) has air conditioning.

Luxury Tata Nano LX at 1,72,000 Rupees (2400
Euros) has air conditioning, power windows and
central locking.
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Design.
•The
People’s
Car,
designed with a family
in mind, has a roomy
passenger compartment
with generous leg space
and head room.
• It
can comfortably
seat four persons.
•Four
doors with high
seating position make
ingress and egress easy.
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Engine.
•A
variomatic
gear
system.
•
It is coming up as gear
less or rather with an
automatic
gear
transmission.
•
This helps to improve
the efficiency & mileage
by magnifying the torque
output.
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Fuel efficiency.
• A rear-wheel drive,
all-aluminum,
twocylinder, 623 cc, 33
PS, multi point fuel
injection petrol engine.
•
This is the first time
that a two-cylinder
gasoline engine is
being used in a car with
single balancer shaft
for same gas emission
as scooter.
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Safety and comfort.
•
By adhering to the fact that
less weight requires less power,
the 1 lakh car is made of light
weighing steel.
•
This has made the Tatas come
up with a cheap alternative
with out compromising on
safety and performance
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What makes it so cheap !

The Tata Nano uses plastics and adhesives rather than welding.

Introducing the car with an artificially low price through govtsubsidies and tax-breaks,

Using vertical-integration, or partially using inexpensive
polymers or biodegradable plastics instead of a full metal-body.

It has no AC, no power steering, no power windows, no power
bells and whistles.
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cont…

The Nano's boot does not open, instead the rear seats can be
folded down to access the boot space.

It has a single windscreen wiper instead of the usual pair.

Its door opening lever was simplified.

It has 3 nuts on the wheels instead of the statutory 4 nuts.

It only has 1 side view mirror
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SUPPLIERS TO TATA
NANO
1.
2.
3.
4.
5.
6.
Bosch
Caparo
Continental
Delphi
Denso Fag
Ficosa
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8.
9.
10.
11.
12.
13.
14.
Freudenburg
GKN
Itw Deltar
INA
Johnson Controls
Mahle
Saint gobain
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Safety.

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For Tata Motors, safety is of paramount importance. This
avenue provides no room for the slightest margin of error.
It has a strong passenger compartment.
Tubeless tyres further enhance safety.
Passes crash tests and Side impact test
It has 2 A-pillars on one side to better meet safety norms.
No airbags as airbags are still not a required feature in India.
Safety features such as crumple zones, intrusion-resistant
doors, seat belts, strong seats and anchorages.
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Target market.

The low-cost car is clearly intended for the masses.

For the family of four that would otherwise ride on a scooter,

Its also attracts the small cars buyers like Maruti 800, bike
riders etc.
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Marketing Strategies.

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For marketing strategy Tata had use conventional media in an
unconventional manner.
Nano isn’t big on advertising. There are no TV campaign,
Only innovative use of print, radio and other media, particularly the web.
The Tata team was working on

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Nano news in papers,
Nano breaks on radio,
Nano appearing in the form of messages or ticker news on TV,
Online Nano games,
Nano chat rooms on the Net,
Nano pop-ups on major websites and
Nano conversation on Facebook, Orkut and blog spaces
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Promotional Tag line.
‘Have Fun, Pay Less, get more
with Tata Nano’
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Online Marketing.
a.
b.
c.
d.
e.
The major sections of
the site are:
Galary (both pictures
and videos).
Game (rather Link to
a nice virtual driving
game by Zapak).
Community.
Why Nano?
Booking Details.
Website: www.tatanano.com
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Social Media.
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Facebook

Blog

Orkut

YouTube
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Nano Game.
The game by
zapak was a
great move to
spread
word
about the car.
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Offline Marketing.

Collaborations: Tata partnered with a few banks for releasing
application forms.

Leveraging Existing Infrastructure: People can find Nano
merchandise, application forms and demo cars in Tata
Indicom, Titan, Croma and Westside stores. Tata Indicom is
also offering a money-back offer with every application form.

TV: Tata didn't invest heavily into TV commercials.
Instead of anchors saying ‘we’ll be back after a short break’ on TV
channels, now they’re saying, ‘We’ll be back after a Nano break.’
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Print media.

The grand launching ceremony
of Tata Nano was covered by all
kind of media personal. It was a
front page headline in many
leading newspapers.

International motor show at
Geneva where Mr. Tata shows
the Nano in front of international
media.

Business tycoon like Mr. Tata
when delivered the first Nano to
a comman person, itself it makes
a big news.
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Reactions about Nano.

"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 upgradation
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 of Maruti Udyog Limited

"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.
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Future of Nano (conclusion).

World is getting tougher day by day being unique is a
competitive advantage. Expectations to Nano has proved this .

As customers gain more power, they will demand more
tailoring and value-added service to meet their needs.
Companies that innovate on this dimension are likely to be
richly rewarded.

So as per this presentation, conclusion can be draw as a future
car not only of Indian but also if exported than could be to the
world.
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Questions for
Audiences???
•Will
the
succeed?
Nano
•What do you think? Is
the Nano a car of the
future? Or just another
Yugo debacle waiting
to happen? Would you
drive one?
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