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The Story Begins

A Few Days BackAt Milan Subway

History Repeats ItselfOn 15th July09

Water Water Everywhere

The Rope Was Cut

We Are Happy To HelpAircel

A SolutionAnd CSR

*CSR-Corporate Social Responsibility

People Using Aircel BoatThats What They Called It !!

Reaching Destinations

Under The BridgeTrying To Rescue

And Finally

Everybody Talking About

TATA NANO

WORLDS CHEAPEST CAR- TATA NANO - THE PEOPLES CAR

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.

An idea can change your LIFE

An idea can also change OTHERS life

SEEDS OF THE DREAMS

Mr. Ratan Tata

 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

Tata Nano Car

1 December 2009

36

DESCRIPTION ABOUT NANO

The project has literally become India's claim-for-fame in the international-media due to
Tata Motors' innovation in developing the car, as well as keeping it low in price.

The car itself is expected to boost the Indian Economy

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".

cont
Nano has been greatly appreciated by many sources and the media
for its low-cost and eco-friendly initiatives which include using compressedair as fuel and an electric-version.

Tata Group is expected to mass-manufacture the Nano in very large quantities,

particularly the electric-version, and, besides selling them in India, to also export them worldwide. a rear-engine, four passenger

The Tata Nano is

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.

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.

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.

ENGINE
A
system.
variomatic gear

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.

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.

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

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.

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

SUPPLIERS TO TATA NANO

1.
2. 3.

4.
5. 6.

Bosch Caparo Continental Delphi Denso Fag Ficosa

8.
9. 10. 11. 12. 13. 14.

Freudenburg GKN Itw Deltar INA Johnson Controls Mahle Saint gobain

47

1 December 2009

Tushar Rastogi

48

SAFETY
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.

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.

MARKETING STRATEGIES
For marketing strategy Tata had use conventional media in an unconventional manner. Nano isnt 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
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

PROMOTIONAL TAG LINE.

Have Fun, Pay Less, get more with Tata Nano

ONLINE MARKETING
a. b. 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

c. d. e.

SOCIAL MEDIA

Facebook Blog Orkut YouTube

Nano Game.
The game by zapak was a great move to spread word about the car.

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 well be back after a short break on TV

channels, now theyre saying, Well be back after a Nano break.

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.

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.

FUTURE OF NANO
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.

PROBLEM
A Tata Nano caught fire in front of the police headquarters on Sunday night. The fire control room received a call at 8.15pm following which two fire tenders were rushed to the spot. Its two occupants, siblings Nishant and Suman, managed to vacate it quickly as huge flames enveloped the car and charred it. The reason of the fire, extinguished in about 15 minutes, is not known yet. This is the second Nano to have caught fire in Delhi In August 2010, the first Nano caught fire in the capital. The company had earlier been forced to conduct an inquiry whether there was a technical problem with their model after two other Nano cars had caught fire last year.

TATA NANO IN SRILANKA

The revolutionary Tata Nanos fire problems simply dont seem to end. Now, another Tata Nano has reportedly caught fire in Sri Lanka, leading to the car being completely gutted by the ensuing inferno. The Tata Nano involved in this fiery mishap was a cab that was being used by a Taxi company in Sri Lanka called the Budget Taxi. Incidentally, Tata Motors has just started exporting Nanos to Sri Lanka in May this year and the latest incident of fire, whatever the cause may be is a serious concern for Tata as it seems like the last straw to break on the camels back.

VIDEOS
NEWS ON TATA NANO STORY BOARD

Questions for Audiences??? Will the Nano succeed? What do you think? Is the Nano a car of the future? If you are the group head what would you do?