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Tata Nano

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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 0.0020 0.0020 0.0020
Sales of Nano Probability of purchasing Nano

New 2 wheeler buyer

Product limit 50000
2009 2010 2011 2012 2013 51,261 57,403 64,281 71,984 80,609

2009 2010 2011 2012 2013

9,428,664 10,558,421 11,823,547 13,240,263 14,826,731

0.0050 0.0050 0.0050 0.0050 0.0050

Assumption: • Tata Nano buyer comes form new passenger car buyers and 2-wheelers buyers • Market research indicate that Probability of those who initially want to purchase Passenger car turn out to purchase Nano is 0.2% , from 2-wheelers to Nano is 0.5%

Segmentation|Q2: How to position
Young rural
• Pragmatic • Entrepreneurial • Cost sensitive y o u n g

Young Urban
• Fashionable • High income • High education

Young rural
• Relatively rich • Entrepreneurism • Fashionable

y o u n g

Yong Urban
• Fashionable • High income • High education

Rural

Urban

Rural

Urban

Old Rural
• Low income • Cost sensitive • Care about service

Old Urban
• Pragmatic • Care about service
O l d

Old Rural
• Low income • Cost sensitive • Care about service

Old Urban
• Pragmatic • Care about service
O l d

Characteristics of those who Probable buy new 2-Wheeler

Characteristics of those who Probable buy new Passenger car

• •

Rural customer have different preference patterns to that of urban customer Old people tend to be more conservative compare to younger people

Targeting|Q2: Why this segment
Nano VS 2-Wheeler
Price 1 0.8 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

Price

Indica

Alto
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.
Motorbikes

Fashion

Nano

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

Hi

Branded Commodity
Price

Premium

What we offer to entry-level car buyers
Lo

Commodity

Under priced

• Price • Cost efficiency • Brand image

Value

Hi

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 & affordable Extra service Warranty Bank Loan Training A brand image of high quality of life

Price|Q3: Marketing plan
Price Strategy
Price

Indica

Current situation:
The mass public perception of Nano is the LOWEST-price car.
Price of substitute
Fashion

Alto
Maruti 800

The purchasing power of people is growing.

Nano

Price of Nano Customer expected price Cost of Nano

Set Price
100-150 K

Motorbikes

Place|Q3: Marketing plan
Place Strategy
Nano
The dealer will actually contact the customer, everything contained in the product will finally be delivered through dealer. Therefore, we will not include the entrepreneurial engineers in the delivering process.

Car Dealer’s Function Dealer Car + value
Sell car Integrated service
- Bank loan assistance - Maintenance - Driver training services

Dealer’s Margin
3-4%

Customer

Promotion|Q3: Marketing plan
Promotion Strategy
Quality of Life

Fun, Young, Energetic, Happy

The whole promotion process is to add value into the car, and change the public perception from a LOW PRICE car to an UNDER PRICED car.

Brand Name: Nano Different Logo from Tata + Slogan Media
TV commercial Internet, youtube, facebook Cinema, movie; Magazine etc

Sponsorship
Charity events Sport events Vocal concert

Souvenirs
Toy Car model T-shirt etc

Content Experience Portray the total experience of Car show Nano: comfort, space, speed, Trial Driving fun together with friends

Budget: 5%

The Mass Public

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