Beruflich Dokumente
Kultur Dokumente
Introduction
16%
4% 4% 76%
two-wheeler
three -wheeler
commercial vehicles
passenger vehicles
Price(Rupees)
500000
0
Tata Nano
Idea generation
To have a Safe, Affordable, all-weather form of transport for nuclear Indian family Opportunity at families owning 2-wheelers Price tag of `1lakh
Idea Screening
Upgrading three wheelers to suit the design Reducing the amount of raw material Low cost Indian labor
Contd.
Innovative idea to deliver value incurring lowest cost for a cost effective car
Bought 1000 acres of land in Singur due to good incentives, resources & ease of transportation
After Launch : Ruptured fuel lines in cases of full fire & faulty wiring in the combination switch area in case of smoke
This led Tata motors to announce safety upgrades
Delhi auto expo in January 2008 created pre-launch anxiety among consumers In mid august 2008, work was ceased at singur & this led to unsatisfactory sales as against good pre-sale orders The highest sales being in April 2010 & lowest in November 2010
STP
Segmentation
Behavioral: benefit
Target Market
Two wheeler segment Second hand car user Middle income people group
Positioning
Peoples car
Marketing Mix
Product
Price
Offering lowest price in passenger vehicle EMI payment option with 15000 down only
Contd.
Promotion
Place
Wide distribution network across country Huge network of dealership, sales, Services & spare parts
SWOT Analysis
STRENGTH Tatas Good brand name with diverse product portfolio Enviable distribution channel WEAKNESS OPPURTUNITY THREAT Dense traffic in Indian cities
No power steering Fastest growing passenger car market in India Team lost momentum because of the lost land Low vehicle penetration in the country
Growing inflation
Contd.
STRENGTH Unique dashboard design Vast technology know-how of Tata team leading to first innovation Small size All weather passenger car in `1Lakh Price tag being within the reach of 2-wheeler owner WEAKNESS Quality & safety issues High lead time of 6 months initially OPPURTUNITY THREAT Negative media publicity