8/7/2019 TATA MOTORS2
1/19
8/7/2019 TATA MOTORS2
2/19
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 solutionRATAN TATA
8/7/2019 TATA MOTORS2
3/19
THE MAN
AND HISDREAM
MACHINE
8/7/2019 TATA MOTORS2
4/19
THE GAME CHANGER Chairman of the Tata Group and Tata Motors, who has described it as an eco-friendly
"people's car".
The introduction of the Nano received media attention due to its targeted low price.
The car is expected to boost the Indian economy, create entrepreneurial-opportunities
across India as well as expand the Indian car market by 65%
Nano has been greatly appreciated by many sources and the media for its low-cost
and eco-friendly initiatives which include
1) Using compressed-air as fuel
2) An electric-version (E-Nano).
Tata Group is expected to mass-manufacture the Nano, particularly the electric-version, and besides selling them in India, to also export them worldwide
If ever there were a symbol of Indias ambitions to become a modern nation, it wouldsurely be the Nano, the tiny car with the even tinier price-tag
8/7/2019 TATA MOTORS2
5/19
PRODUCT
Design ExteriorExterior InteriorInterior
Colors Door Trim
Wheel Covers Roof Lining-Jute Based
Tinted Glasses Electronic Trip Meter
Aerokit Airdam Fuel Gauge-Digital
Front Windsheild Steering Wheel-2 Spoke
8/7/2019 TATA MOTORS2
6/19
COMFORT AND CONVIENCE
AC with Heater
Front Power Windows
Cup Holders in Front Console
IRVMGear Shift Console
Magazine and coin Holder on all doors
8/7/2019 TATA MOTORS2
7/19
FEATURES
Engine Type 624cc, 2 Cyclinder, MPFI.
Max. Speed of 105kmph
Fuel Tank Capacity of 15 Litres
Radial Tubeless Tyres
Boosted Assisted Brakes
Central Locking System
Power Windows
Air Bags
1st time a 2-cylinder gasoline
engine was being used in a car
with Single Balancer ShaftSingle Balancer Shaft
Multi point fuel injection petrolengine
Adhesives have been used for the
joints
8/7/2019 TATA MOTORS2
8/19
What makes the TATA NANO so
Cheap
** Warrantyis for 18 months or 24000 kilometres
8/7/2019 TATA MOTORS2
9/19
SAFETY AND SECURITY
Crumple zones
Intrusion resistant doors
Sheet metal body
Seat belts
Strong seats and anchorages
Rear tailgate glass bonded to the body. Tubeless Tyres
8/7/2019 TATA MOTORS2
10/19
Front Bonnet
Holds Battery
Wind-Shield washer bottle
Room for single suitcase
Spare wheel
8/7/2019 TATA MOTORS2
11/19
COLORS IN NANO
acing Red Summer Blue
Champagne
Gold
Lunar Silver Ivory White
Sunshine Yellow
8/7/2019 TATA MOTORS2
12/19
MODELS
NANO CX
NANO LX
NANO
8/7/2019 TATA MOTORS2
13/19
8/7/2019 TATA MOTORS2
14/19
PROMOTIONSPROMOTIONS
Enough use of one of the most element of promotion mix, publicity
reduces the necessity of other promotional devices for nano. Nano gotpublicity for the following way:-
Publicity as
LAKHTAKIYA CAR
LAKHTAKIYA CAR by mouth to mouth.Auto expo 2008 New Delhi and Geneva.
Publicity through print and electronic media.
TV and other mass media will be less effective, thus too much money
will not be invested in this regard. Mainly word of mouth
advertising will get more emphasis.
Internet will be the major mode for advertising.
8/7/2019 TATA MOTORS2
15/19
8/7/2019 TATA MOTORS2
16/19
PRICING STRATEGY
Though the one lakh price tag is not fixed by tata group,it was the word in the
mouth of people which fixed that range. This expectation of people creates a bit
challenge for the company. To accept this challenge the following strategies are
followed :-
Target Costing Method
Penetration Pricing
Racing Red/ Champagne Gold/
Ivory White/ Summer Blue Lunar Silver/
Sunshine Yellow
Nano BSII Rs. 125,900
Nano BSIII Rs. 131,996
Nano CX BSII Rs. 151,598 Rs. 154,687
Nano CX BSIII Rs. 157,711 Rs. 160,802
Nano LX BSIII Rs. 183,811
8/7/2019 TATA MOTORS2
17/19
8/7/2019 TATA MOTORS2
18/19
CHANNEL OF DISTRIBUTION
So far we know TATA, its business has been extended to the overseas i.e
to the Europe, Africa, US n Australia.
Hence it has n number of showrooms in India and outside of India.
The exclusive showrooms are the best distribution channels for Tata
itself.
8/7/2019 TATA MOTORS2
19/19