Positioning the tata nano (a) and (b) this case deals with the positioning of the tata nano - for its launch and after its launch - , a new version of ultra-low-cost cars produced by tata motors ltd for the india's market. The tata nano was a compact city car manufactured and marketed by indian automaker tata motors over a single generation, primarily in india, as an inexpensive rear-engined hatchback intended to appeal to current riders of motorcycles and scooters — with a launch price of one lakh rupees or us$2500 in the year 2008. ( ex showroom price in delhi ) rs-172360 tata nano lx metallic paint (bs3) rs-151360 tata nano cx metallic paint (bs3) rs-148360 tata nano cx solid paint (bs3) rs-123360 tata nano std (bs3) 14. Heading to the marketing segmentation of tata nano is quite interesting tata nano is specially designed and manufactured for the middle class and lower middle class people in india (interview of ratan tata. Studying the turbulent two-year journey of tata nano in the indian markets, asb faculty, deepika g co-authored a case study that was published in the august 2011 issue of marketing mastermind deepika worked with her colleague sriram rajann at the indian business school, hyderabad to unearth fascinating nano facts to develop the case.
In that way, the nano was a kit car, said tata group chairman ratan tata: a bunch of entrepreneurs could establish an assembly operation, and tata motors would train their people, w ould oversee. Tata nano & car industry india is a company with majority of its population residing as low income group buying a car is still a dream for many people in india. Even before the first car hit the roads, the nano brought controversy in october 2008, work at tata motors' singur plant in west bengal came to an abrupt close because of political pressures.
Nano nano what is a nano is it a spanish footballer is it international unit or is it ipod nano no, it is tata nano it's not a car but a phenomenon produced by: prof judy richards actors. Marketing research is the systematic and objective identification, collection, analysis, dissemination, and use of information for the purpose of improving decision making related to identification and solution of problems and opportunity i had learned lot during my project report on marketing strategies of tata nano, and i hope this will. 2 price in the marketing mix of tata motors the prices of tata motors are generally affordable acceptable by the general public at largetata always have something for the lower class people with nano being their trump card. Tata nano was a classic case of a product manager who chooses not to respect the aspirations of his prospective consumers a famous marketer once told me that a man buys a car for what he wants.
Tata nano: a positioning disaster dr neelam kalla assistant professor department of management studies faculty of commerce and management studies jai narainvyasuniversity, jodhpur, rajasthan case summary: in the highly volatile markets and ever changing customer preferences, the key to survival is the right positioning. Marketing mix of tata nano - tata nano marketing mix january 12, 2018 by hitesh bhasin tagged with: marketing mix articles tata nano is a product of the parent company tata motors and built with the intention of manufacturing and selling in india. Tata group marketing plan by manu joseph section c prn: 147 executive summary the tata nano is an inexpensive, rear-engined, four-passenger city car built by the indian company tata motors and is aimed primarily at the indian domestic market. Tata motor used this element of marketing mix promotion the most tata motors promoted nano mostly in print media like newspaper and magazine when nano was launched in india they advertised on the first page of all newspaper so that they can grabpeople attention towards their product.
Even ratan tata, chairman emeritus, tata sons after stepping down admitted in 2013 that marketing tata nano as a cheap car was a mistake the brand regularly shifted its positioning and the target audience for the car. 12 tata motors - tata nano in january 2008, tata motors unveiled its people's car, the tata nano, which india and the world have been looking forward to tata's nano is a new product with a new technology which promises the market of an efficient car with a very low cost. Tata nano - people's carfollowing indias growing openness, the arrival of new andexisting models, easy availability of finance at relatively low rateof interest and price discounts offered by the dealers andmanufacturers all have stirred the demand for vehicles and astrong growth of the indian automobile industry.
In the 2nd part of this case study video, dr bindra investigates in detail the reasons, causes and factors responsible for the downfall and decline of tata nano project. The brandguide table above concludes the tata nano swot analysis along with its marketing and brand parameters similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Marketing mix tata nano 1 company profile mr ratan tata is the chairman of the tata company the business operations of the tata group - communications and. I feel the marketing campaign of nano was the biggest blunder ever that is where nano failed the company tagged nano as 'cheap' in the market in fact, nano is the best car, unfortunately.
It's been a rough season for tata motors' much-publicized people's car, the nano in november, while overall auto sales in india's booming economy rose more than 22%, tata sold only. Admitting that tata motors made a mistake in the marketing and positioning of the nano, he said: it became termed as a cheapest car by the public and, i am sorry to say, by ourselves, not by me.