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Tata Nano Essay

830 words - 4 pages

Section 3, Group 30: Sang Min (121063), Roland Xing(121171) , Tis Xiang(121168), Jolie Zhu(121213) , Sky Xie(121169), Talha Khan(121059)

Tata Nano background
The country The market The Car

• 1.21B Population • GDP +8% • Private Consumption +8% • Middle class growing

Tata Nano • Market +17% • 76% 2-wheelers • Fuel-Efficient • Safe • Inexpensive

• India car market have huge potentials due to growing GDP and middle class • Tata Nano is known for its low-price

Sales Forecast |Q1: Sales Goal for 5 years

New Passenger car Buyer

Probability of purchasing Nano

Compute method

2009 2010 2011 2012 2013

2,058,896 2,305,596 2,581,856 2,891,218 3,237,648

0.0020 0.0020 ...view middle of the document...

8 0.6 Space 0.4 0.2 0 Safty Space

Nano VS Maruti 800
Price 1 0.8 0.6 0.4 0.2 0 Safty

Nano’s strength • To two-wheeler: • Appearance • Space • Safety • To Entry level car: • Price • Appearance

Appearance Nano

Oil efficiency 2-Wheeler

Appearance Maruti 800

Oil efficiency Nano

Based on Nano’s strength and Segmentation: Our Target is:
Young 2-Wheeler buyer Urban Entry level car buyer

Young 2Wheeler buyer and Urban Entry level car buyer Vehicle buyer

Whole population

Position|Q2: Formal positioning statement
What features currently perceived?
• Cheap car • Safer compared to motorbikes • Fashion

What additional features we want to be perceived?
• Happiness • Imitate space



Maruti 800

Positioning Statement
To the young urban consumers who want to buy the first car, Nano is a fashionable car that allow you to share your moments of fun and happiness with your friends and the special someone.



Product|Q3: Marketing plan
Product Strategy
What we offer to wheeler buyers
• • • • Safety Privacy Appearance Space


Branded Commodity


What we offer to entry-level car buyers


Under priced

• Price • Cost efficiency • Brand image



If no value added, Nano is only a commodity. We want to add some value to Nano’s position to an “under priced” car.

The Final Package We Offer
A car which is fashion-looking cost efficient &...

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