INTRODUCTION

The Tata Nano was introduced at the 9th auto expo by Tata Motors in New Delhi, India on Jan. 10, 2008.

Car delivery to customers started in July, 2009. Tata Nano is made for medium class family, it is Small, affordable and Stylish Car. The car itself is expected to boost the Indian Economy as well as expand the Indian car market by 65%, according to rating agency CRISIL. 1.GEOGRAPHYICAL 2. FAMILY SIZE 3. DEMOGRAPHICAL 4. INFRASTRUCTURE

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Chapter- 1 Information of Tata Nano

10 EXECUTIVE SUMMARY

Tata Nano is the cheapest car in the world. It is sold in home country India around Rs 1-lakh i.e approximately USD 2000. It is manufactured by Tata Motor Limited, the largest automobile company in India. Its Chairman, Mr Ratan Tata envisions that Tata Nano to become a Peoples carwhich is affordable by almost everybody. Tata Nano was first launched in India on 1st April 2009 and expected to be in Indian market by July 2009. Since launching, it has created a huge buzz all over India. Within the first two days of lunching, it has received 5500 booking. The figures keep increasing every day since the launching. What makes Tata Nano so cheap? Basically, by making things smaller, lighter, do away with superficial parts and change the materials wherever possible without compromising the safety and environmental compliance. It is said that Tata Nano has better millage than Toyota Prius and same gas emission as a scooter. Tata Nano will be imported to Bangladesh by Tata Industries in parts. It will be assembled in its two factories i.e in Shah Alam, Selangor and Pasir Gudang, Johor Bahru. There are four distribution centres in Peninsular Bangladesh i.e. in Dhaka, Khulna, Chittagong, Shylet. All Tata Nano cars will be distributed through these distribution centres only. Order can be made vide these distribution centres or its web site. There are three types of Tata Nano car available i.e. Tata Nano, Tata Nano CX and Tata Nano LX. However, due to hot weather in Bangladesh, only Nano CX will be brought to Bangladesh and will be sold here. The selling price of Nano CX in Bangladesh is RM 13,704 per unit. It is estimated that gross profit for the first year would yield xxx, second year xxx and third year xxx. Estimated monthly instalment payment is xxx for seven years period. With this price, the target market is very wide which includes those with income RM 2000 per month, students, female workers and scooters riders.

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1.1 IDEA GENERATION

I saw families riding around on scooters with kids standing up & the mother carrying a baby & decided to do something about it.It started as a quest affordable transportation solution.

RATAN TATA.

1.2Company Profile

Headquarters - Mumbai. TML is currently headed by Ratan Tata.

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Tata Motors manufactures HCV, LCV, Passenger cars, MUV and Military Vehicles. Global operations - UK, South Korea, Thailand and Spain. TML - world's fourth largest truck manufacturer. worlds second largest bus manufacturer.

1.3 History
Tata Motors Limited is a part of Tata Group.

Founder - Jamshedji Tata (TELCO).

The company was established in 1945 as a locomotive manufacturing unit.

It tied-up with Daimler-Benz and entered Commercial vehicle segment in 1954.

In 1992, it entered Small vehicle segment.

1.4 Quick Specification

Price: Engine: Power: Torque: Gearbox: Top Speed: Fuel Efficiency: Length: Width: Height: Wheelbase: Ground Clearance: Fuel Tank Capacity: Kerb Weight: 1.2lakh onwards 624cc, in-line, twin-cylinder 34PS@5500rpm 48Nm@2500rpm 4-speed manual; Cable operated 95-100kmph (Speculated) 20kmpl (claimed) 3100mm 1500mm 1600mm 2230mm 180mm 15lt. ~ 600kg.

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1.5 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 Value-Added Taxes exclusive) A four-door car that can seat four-five passengers. As compared to Maruti 800, it is eight per cent smaller on the outside but on the inside it provides 21 per cent more leg space than the Maruti 800. 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.

Chapter-2 Details about its Design 2.0 What makes the TATA NANO so cheap!!!

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2.1 Design
The Peoples 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.

2.2 Nano Receives Design Award

The Tata Nano has received the worlds oldest & most coveted Good Design Award for 2010, which is conferred annually by the Chicago Athenaeum : Museum of the Architecture & Design together with The

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European Centre For Architecture Art Design & Urban Studies. The Award for the Tata Nano has come in the category of transportation

2.3 Engine
Unlike other low cost Indian cars, this one is going to have a variomatic gear system. Instead of manual gear box in conventional cars 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.

2.4 Fuel Efficiency

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The Peoples Car has a rear-wheel drive, all-aluminum, two-cylinder, 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.

2.5 Safety & 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 without compromising on safety and performance.

2.6 Controversies Involved

Controversies also arose about Tata's planned manufacturing unit for the car in Singur, West Bengal, where the state government of West Bengal has allocated 997 acres (4.03 km) to Tata Motors. The

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construction of the car factory on that tract of land will require fertile agricultural land and the expropriation and eviction of ca. 15,000 peasants and agricultural workers.

2.7 Critics
Among its notable critics are columnists from the New York Times, Newsweek, and several media outlets. Only a few years ago, author and NYT columnist Thomas Friedman wrote that the world was divided into those who want a Toyota Lexus and those who are searching for an olive tree (in his book The Lexus and the Olive Tree).

2.8 3D view of TATA NANO

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2.9 Top View of TATA NANO

Chapter- 3 Details about its Price

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3.0 Price list (Ex showroom price in Delhi)

TATA Nano std (BS3) TATA Nano cx solid paint (BS3) TATA Nano cx metallic paint (BS3) TATA Nano LX metallic paint (BS3) Rs-123360 Rs-148360 Rs-151360 Rs-172360

Chapter-4 Marketing information about Tata Nano

4.0 MARKET
India's car market is a huge draw because car penetration is just seven per 1,000 people, compared to 550 per 1,000 in such countries as Germany or 476 in France, according to the Society of Indian Automobiles.

4.1 Market Summary

It is estimated that Bangladesh has more than 5 million motorcycles on the road, compared to over 4 million motorcars(ICE, 2001).The majority of motorcycle buyers or users does not own a car and belong to the lower and middle-income group. A significantly larger percentage of motorcycle users in Bangladesh are male.

4.2 MARKET REPORT

4.2.0 Marketing strategy of Tata Nano

TATA will opt for cost-effective and innovative use of media.

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 TATA motors will share promotion of tata brand with its multiple bank

partners. These financiers will promote the Nano brand during booking jointly with tata motors and on their own. TATA team is working of Nano news in papers, Nano breaks on radio,Nano appearing in form of massages or ticker news on TV, online Nano games,Nano chat room on the net Nano pop-ups on major websites and Nano conversation on facebook, orkut and blogspaces. Also available will be a hole range of Nano merchandise like baseball caps,T-shirts and key-chains, among others.

4.2.1 CONCENTRATE ON TIER II & TIER III CITIES

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4.3 The middle class segment in boomtowns by 2016 4.4 Awards For NANO

2010 Business Standard Motoring Indian car of the year 2010 Bloomberg UTV-Autocar car of the year

2010 Edison Awards, first place in the transportation category 2010 Good Design Awards, in the category of transportation

Chapter-5 Swot analysis Of Tata Nano

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5.0 Strength
Low Price & Stylish High fuel efficiency Space-Internal-21% more than Maruti- 800 External-8% less than M800 Tested successfully.

5.1Weakness
Less Boot space No Headlight levellers Not fit for hilly terrain Small Tyre No passenger side mirror

5.2 Opportunity
Created a Niche market Diesel & Electric variant Royalty Developing low price engine Auto Finance Create Employment

5.3 Threat
New competitor Bajaj, Cheery, Honda Siel, GM etc. REVA an electric car. Traffic congestion. Government may increase taxes in metros. Rising cost of raw material. Reducing Parking Space.

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Chapter-6 Marketing publicity of Tata Nano 6.0 PROMOTION

Enough use of one of the most important element of the promotion mix, (publicity)reduces the necessity of other promotional devices for Nano. Nano got publicity in the following ways:Publicity as one lakh car from mouth to mouth. Publicity through print & electronic media Singur violation.

6.1 Promotion Tag line

Have Fun, Pay less, and get more with Tata Nano

Why we establish this tag line? Because this is make all the Bangladeshn to easy to remembered Tata Nano and feel happy all the ways with Tata Nano. Tata Nano is safety and you can travel everywhere by Tata Nano with your family or friends with fun, but you just need to pay all of this at lower price Pay Less & Get More. Beside that we can enjoying special fun with Tata Nano, our earth also will feel happy with Tata Nano because Tata Nano also is the environment friendly car.

6.1 Advertising Program

We aims to inform Bangladeshns this is the cheapest car in the world and persuade Bangladeshns to buy Tata Nano due to this car is safety, useful, all in good quality and also environment friendly by developing an advertising program.

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6.3 Online Advertisement

First step we start before lunching Tata Nano, we do the online advertisement. Tata Nano created a Web site www.tataNano.com on March 2009 to better communicate with the customers. In the Web site, we posted the photo categories and videos to provide customers the information and special features of Tata Nano and bring them inside the company. In addition to photos and videos, the web site links to recent news about Tata Nano and space for public feedback. Besides that, Blogs have become an important outlet for word of mouth which are regularly updated online diaries. Blogs is bringing together people with common interests. They vary wide and can influence a vast audience due to many internet users have read Blogs. We can establish the blog network and carefully monitoring to find out what's on people's minds especially the potential customers. This is a cheapest and good way to build up brand awareness.

6.2 Television Advertisement

Television advertisement is very expensive but this is the most powerful to perform the Tata Nano to the public by demonstrating Tata Nano attributes and persuasively explaining their corresponding consumer benefits. By lower advertising budget, we cannot do the TV advertisement in whole day, so we just choose the prime time (7pm 11pm) to place the advertisement. By properly designed and executed TV advertisement can improve brand equity and affect sales and profits.
6.3

Radio Advertisement

Most of the Bangladeshns listen to the radio daily. Now a day have many facilities such as MP3, hand phone and so on, is convenience for the people to listen the radio anytime at anywhere, This is a cheap and pervasive medium for us to create the brand awareness by repeatedly listen the advertisement and the brand name. Advantages of the radio advertisement are flexibility, quick response and also more effective media for reaching teens.

6.4 Newspaper Advertisement

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Beside that the radio, most of the Bangladeshi also will saw a newspaper every day. So this is good market coverage. From here, Tata Nano can get the broad acceptance and good reputation from Bangladeshi. Newspaper advertising is inexpensive.

Chapter- 7 Distribution of Tata Nano

7.0 DISTRIBUTION
It has n- number of showrooms in India. The exclusive showrooms are the best distribution channels for TATA itself.

7.1 Direct marketing channel (zero-level channel)

Manufactur er Customers

We perform the Tata Nano in Bangladesh by selling it directly to customers. Customers can deal directly with our dealers and make the booking for Tata Nano by visit our sales office or at any special event/campaign. Besides that, customers also can get the information or make the booking via the telephone (1-800-88-Nano) and through the Internet (www.tataNano.com). By this way we can save more cost and maintain the cheapest purchasing price rather than through retailers or resellers.

7.2 Physical Flow

Tata Motor at India Transporte rs, Warehous Assembly Workshop At Bangladesh Customer s

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From the diagram, can know that Tata Nano will send the paths to the Bangladesh after received the order from the sales office. After that, we will assemble a car at the workshop. Finally, send to the customers directly. From here, we can often provide faster delivery to customers because we are closer to the customers.

7.3 Payment Flow

Tata Motor at India Banks Sale Office At Banglades Bank s Custome rs

Customers can paying bills by cash or do the financing from bank. Customers pay less by this diagram due to not need to pay extra commission to third party such as wholesalers or retailers. Tata Motor also can collect the payment more efficient.

7.4 Information Flow

Tata Motor at India Sale Office At Bangladesh Customer s

customers

can get the information directly from Tata Motor such as new product, price development and so on. Tata Motor can more understanding customer's needs when receiving customers, response calls and mailings or through internet blog. If customers have any need or complaint, we can satisfy them immediately by deal with customers directly.

Chapter- 8 Financial Plan

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8.0 Break even analysis

Break even analysis indicates that 3369 unit or $ 46,168,776 will be required in monthly sales revenue to reach the breakeven point.

Table: Break Even Analysis

Break even analysis : Monthly unit break even 3369 Monthly sales break even Monthly unit production Average per unit revenue Average per unit variable cost Average per unit fixed cost Estimated monthly fixed cost $46,168,7 76 6083 $13704 $8,954 $2630.28 $16,000,0 00

8.1 Sales forecast

Sale was forecasted quarterly basis, with adjustment of seasonal factor. At Bangladesh there is 4 main celebrations each year, which Eid- ul- Fitar,

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Eid- ul- Ajha, Pahela Baishak, and Durgapuja, those factors was used as seasonal factor. Since one of our target markets is fresh graduate student, graduation month also was used as seasonal factor to adjust our forecasted sales. The sales was forecasted to increase 10 percent annually, sales forecast can be refer to graph below. Figure : Sales Forecast

8.2Marketing Expense Forecast

Marketing expense forecast will be used as tool to keep the marketing department on target and provide indicators when corrections are needed for the proper implementation of the marketing plan. Expenses are tracked in major marketing categories of advertisement, marketing campaign, direct marketing and other. Marketing are budgeted at approximately of 8 percent of total sales for 3rd quarter of 2009, the marketing expense will be high during those quarter to penetrate market and promoting our product so costumer will realize about existence of our new product. For the next coming years the marketing expense will budgeted approximately 3-4 percent of total sales.

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Summery
Marketing manager will be primarily responsible for the marketing activities. Marketing manager will delegate responsibilities to promotion and advertising manager to manage product promotion and advertising. Sales manager will responsible for sale performance. Marketing director will supervise all departments Tata Motors has been at the forefront of the Indian automobile industry's anti-pollution efforts by introducing cleaner engines. Therefore Tata Motors Limited is always committed to understanding customer needs. The name of TATA itself says it all Trust Acceptability Transparency Accountability

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Reference
Mr. Arun Kumar Gupta of Rasanbik Engg. Industries India Ltd. (vendor of Tata Nano) www.tatanano.com www.google.com.in www.wikipedia.com www.autosmaxabout.com

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