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Tata Nano

Stetson EMBA
by

Lindsay Elizabeth

on 9 February 2013

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Transcript of Tata Nano

Promotion Tata Nano Price • "The Cheapest Car in the World!"

• Cost savings, Legacy Costs
& Efficiency

• Competitor prices Concerns "Environmental nightmare"
Low Price = Low Quality ?
Sales-satisfaction
Distribution plan
Marketing plan Conclusion Place INDIA Positioning Low Price Segment & Targeting Families
(Middle class) Product Competitors India • Growing car market

• Tata Nano's focus in India Tata Motors: An Indian Multinational Corporate Company

Manufacturing & Assembly
India ,Malaysia, Kenya , Bangladesh, Spain, Ukraine, Russia and Senegal

Global Markets
Europe , Africa, Asia, Middle East and Australia Supply Chain & Distribution • Unique "Kit Car" model

• Outsourcing & Single Sourcing

• Subcontractors College Students Small Size Product: Tata Motors Launch Ad Current Ad VS Has Tata chosen the RIGHT marketing strategy? Does Tata Nano
represent an EVOLUTION or a
REVOLUTION in automobile marketing? Product: Tata Nano Tata Motors

Tata Nano Presence in India
Founded in 1945
Approximately 60,000 employees
New York Stock Exchange "The Cheapest Car in the World"

"The World's Smallest Car" What year
was
Tata Motors founded? Name two of
Tata Motors'
competitors. Approximately how much does
a Tata Nano cost?
(in US dollars) "The People's Car" Presentation Overview Product
Price
Place
Segment & Targeting
Positioning
Promotion
Concerns
Conclusion MARKET PEOPLE WHO WANT TO TRAVEL TARGET MARKET PEOPLE WHO WANT A FOUR-WHEEL VEHICLE SEGMENT GEOGRAPHIC (CITY), DEMOGRAPHIC (INCOME), LIFESTYLE (FAMILY/PERSONAL) SEGMENT CITIES & RURAL AREAS, LOW/MIDDLE INCOME, FAMILIES & STUDENTS CUSTOMER LOW & MIDDLE INCOME FAMILIES WHO WANT TO UPGRADE TO FOUR-WHEELER FROM TWO-WHEELER. YOUTH WHO PREFER YOUNG, TRENDY, INNOVATIVE VEHICLES WITH GOOD SAFETY FEATURES AT A LOW COST. Segment and Targeting
Full transcript