Nano

SHIVA INSTITUTE OF MANAGEMENT STUDIES

SUBMITTED TO:AKASH GARG

PRESENTATION ON TATA nano

PRESENTED BY :TEAM EVOLUTION

GROUP MEMBERS ABHISHEK KR. SINGH ARNAB BHATTACHARYAY BALARAM SATAPATHY JANMEJAYA BARIK DEEPU PK 26 HRUSHIKESH SAHU GAUTAM PEGU

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CONTENT S •IDEA GENERATION

•PRODUCT FEATURES •PRODUCT NAMING/BRANDING

•S.T.P. •SWOT ANALYSIS •COMPARISION STUDY •PRICING ISSUES •PROMOTIONAL ACTIVITIES •CHANNEL OF DISTRIBUTION •POST PURCHASE SERVICES •BIBLIOGRAPHY

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

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PRODUCT FEATURES

Length:- 3.1 mtr Wide:- 1.5 mtr Height:- 1.6 mtr Weight:- 600 Kg Mileage:- 20 Kmpl Fuel tank:- 15 Ltr Engine:- 624 cc Top speed:- 95-100 Kph • Ground clearance:180 mm • Gear box:- 4-speed

SWOT ANALYSIS STRENGTH :-

Price, mileage, style, brand name, all weather vehicle, first innovatio

WEAKNESS :-

Fiber body, low suspension power, low engine capacity, light vehicle not suitable for hilly areas.

OPPORTUNITY :- Bikers can be motivated, auto rickshaw & second hand market can be motivated.

THREATS :- Other competitors (Bajaj, Maruti,Tara tin not eco-friendly, Govt. may come

STP FOR NANO

• Segmentation Variable Used Geographic: rural and urban Demographic: family size & income. Behavioral: benefit & user status. • Target Market: Executive two wheeler segment, second hand car user, auto rickshaw market, middle and lower income group people. • Positioning: TATA intending to place in the mind of the consumers as a people’s car. • Strategic options: Undifferentiated

BRANDING STRATERGY Like all other products, TATA has also used the umbrella branding strategy for NANO. But why nano ? -9 Dictionary meaning :– 10 For here – nano:- small size nano:- small price nano:- small income

PRICING STRATEGY Though the one lakh price tag is not fixed by TATA group, it was the word of mouth of people which fixed that range. This expectation of people creates a big challenge for the company. To accept this challenge the following strategies are followed:•Target costing method •Penetration pricing

PROMOTIONAL ACTIVITIES Enough use of one of the most important element of promotion mix , publicity reduces the necessity of other promotional devices for nano. Nano got publicity in the following ways:• Publicity as “One lakh car” by mouth to mouth. •Auto expo 2008,New Delhi & Geneva

CONTINUE………. For other type of promotional activities ,cost factor that is 1 lakh price tag is to be keep in mind. Advertising:- TV & 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 a major media for advertising.

CONTINUE…….. Sales promotion:- already a low priced product financing facilities will be provided through Tata motor financing ltd and other banks. Online booking facility will be available.

Comparison Between nano And Other Small Cars And Vehicles •The interior space is 20% more than a Maruti 800. •Low price with new design attracts comparing to other cars. •The air intakes on the flanks indicate the position of the engine and is necessary for cooling the engine. This feature is common to Ferraris and Nano. •It’s two–cylinder engine’s counter balancer rod keeps the vibration away.

CHANNEL OF DISTRIBUTION • So far we know TATA, it’s business has been extended to the overseas i.e. to the Europe, Africa, U.S & Australia. • Hence it has n-number of showrooms in India & outside of India. • The exclusive showrooms are the best distribution channels for TATA itself.

POST PURCHASE SERVICES •As Tata is going to provide this car with rupees one lakh only, so it may not give the same service like it’s other vehicles. •But it’s post purchase services will be better than a costlier bike. •Customers may get minimum three services from Tata in any of it’s servicing center, all over the country. •We the future customers, can also hope for additional services from

BIBLIOGRAPHY •IDEA GENERATION :- Motorbiking (BusinessStandard) •PRODUCT FEATURES :- www.tatanano.com •SWOT ANALYSIS :- The Times of India, www.tatamotors.com •STP :- Business Today, The Times Of India, Philip Kotler •BRANDING STRTEGY :- www.tata.com, Brand reporter •PRICING STRTEGY :- Motorbiking ( B.S.) •PROMOTIONAL ACTIVITIES :- The Times Of India, Aaj Tak, Times Now •COMPARISION STUDY :- Motorbiking (B.S.), www.tatanano.com • CHANNEL OF DISTRIBUTION :www.Tatanano.com., Business Today