NANO

“Dream-dream and dream, because dream gives vision,

vision gives thoughts and finally thoughts lead to the action".
 Idea generation
 “I saw families riding around on
scooters with kids standing up and
the mother carrying a baby and
sitting pillion and decided to do
something about it. It started as a
quest for an affordable transportation
solution”.
 RATAN TATA
source:- Business standard


DOMESTIC MARKET SHARE
 50
NANO
SPACE
Motorcyc
le 75 -
125cc
40

VO
LU
ME

PE 20
R
TH
OU
SA
ND MOPEDS / MINI +
S 10 SCOOTER
MOTORCYCL COMPACT
E 125 - 250
S cc
MID
SIZE EXECUTIVE
+ PREMIUM
0
10000 1,00,000 10,00,000
PRICE IN RUPEES
 Target
Market
•
• Family of four riding a scooter on
wet roads
• Two Wheeler Market
• 3 Wheeler segment
• Used Cars Market
Reactions about Nano before launch
Launch

A
PRO M I
S E IS A
PRO M I
SE

-- RATAN
TATA
 Reactions about Nano after launch
• "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.“
 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.

 Transition
sp ace Mono volume
te r ior design Rear
r e in engine
o
2 1% m wheels at
o rt er, 800 corner
Sh i
8% n Marut
tha

NANO
 Comparison

Maruti 800 Tata Nano

Engine 800 cc 623 cc
Length 3.335 m 3.1 m
Width 1.440 m 1.5 m
Height 1.405 m 1.6 m
Top speed 120 km/hr 90 km/hr
Cost 2.25 Lakh (on road) 1.26 lakh (on road)
 Pricing
• Target Costing
• Penetration Pricing
• Low pricing with minimum profit
margin
 Value Innovation
COST


 “ Market
not

explored”

Competition

Comfort at
affordable
price
 

 Value innovation is the “new” strategic

logic behind Blue Ocean Strategy.


 Instead of focussing on beating the

competition, you focus on making it
irrelevant by creating a leap in value for
buyers and creating uncontested market
space.
 Summary
 C re a te u n co n te ste d m a rke t sp a ce
 M a ke th e co m p e titio n irre le va n t
 C re a te a n d ca p tu re n e w d e m a n d
 B re a k th e va lu e -co st tra d e o ff
Thank You