14012694 tata nano presentation

7/27/2019 14012694 Tata Nano Presentation

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Maruti 800


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suzu

I think, we should reach 8 lakh units

sales in this fiscal and that is our target.This will be a growth of over 10 per centcompared with last fiscal," MarutiSuzuki India (MSI) Managing Directorand CEO Shinzo Nakanishi told

reporters.The company had sold over 7.22 lakhvehicles in the domestic market in2008-09.


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contents Idea Generation

Improvement in800

Product Specification

Product Features

SWOT

STP

Pricing Promotion

Post purchase service

bibliography


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800: Specifications Looks:The snub-nosed car keeps in the tradition of the Fiat 500, Nissan

Micra and the Smart.

Dimensions:3.1 metres (10.23 feet) long, 1.5 metres wide and 1.6 metres

high. Can seat four to five people Engine:A three cylinder 796 cc, 37 horsepower rear mounted, all iron,

multi-point fuel injection petrol engine can power the car to top speeds of

140 kilometers per hour (65 miles per hour).

Fuel Eff iciency:18 kilometers per liter, or 50 miles per gallon is claimed.

Pollution:Exceeds Indian regulatory requirements and can meet strict EuroIV emission standards. In terms of overall pollutants, Tata says the car is

better than two-wheelers manufactured in India currently


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specification

Safety:Car exceeds current regulatory requirements with a strong passenger

compartment, crumple zones, intrusion resistant doors, seat belts, strong

seats and anchorage.

Nearest Domestic Car Rival:TATA Naon

, part of INDIA-owned Ratan tatastable whose base model sells for about 4,000 dollars -- nearly double the

price of the Nano

Nearest I nternational Rival:China's Cherry QQ which retails for 3,600

dollars.

Market:India's car market is a huge draw because car penetration is justseven per 1,000 people, compared to 550 per 1,000 in such countries as

Germany or 476 in France, according to the Society of Indian Automobiles.


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Product Features Length:- 3.3 mtr Wide:- 1.5 mtr Height:- 1.5 mtr

Weight:- 735 Kg Mileage:- 17.5 Kmpl Fuel tank:- 17 Ltr Engine:- 800 cc Top speed:-140-150 Kph

Ground clearance:- 180mm

Gear box:- 4-speed or5speed


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COMPARISON TO ITS NEAREST RIVALS

Brand Model Variant Enginecylinder

CC power AC Price(Lakhs)

MARUTI 800 BASIC 3 796 37 NO 1.86

TATA NANO BASIC 2 624 35 NO 1.3

TATA INDICA XETA GLE 4 1193 65.3 YES 2.82

HYUNDAI SANTRO GL 4 1086 62 NO 2.21

CHEVROLET SPARK STANDARD 4 995 63 YES 2.61


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S T P 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: MARUTIintending to place in the mind of theconsumers as a peoples car.

Strategic options:Undifferentiated marketing.


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SWOT analysisSTRENGTH Price, mileage, style, brand name,

all weather vehicle, first innovation.

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 bemotivated.

THREAT Other competitors (Bajaj, Tata , Tara

tiny) not eco-friendly, Govt. may come


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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 bigchallenge for the company. To accept this challenge

the following strategies are followed:-

Target costing method

Penetration pricing

Low pricing policy with minimum profit margin.


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Promotion activities Enough use of one of the most important element of

promotion mix , publicityreduces 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

Publicity through print & electronic media

Singur violation.


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promotion activities. For other type of promotional activities ,cost factor that is 1lakh price tag is to be keep in mind, TATA is going to launch its

nano mobile for indicom user, nano watches , nano T-shirts

available in Westside stores .

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.


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promotion activities. Onl ine buzz:-Nano has gone beyond the traditional methodsof advertising and promotion online .

Social Media communities:- Official Orkut community Members - 6,906. Official Facebook Group Fans - 4,210 Highest View Count on You Tube- 303,006 (it was just

under 3,00,000 when I began writing this post)

No. of Blog Posts - 61,664 TATA have a blog on the official website where they have

been discussing quite interesting topics and generallymaintaining an active community.


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distribution So far we know MARUTI SUZUKI its business has beenextended to the overseas i.e. to the Europe, Africa, U.S &

Australia.

Hence it has n-number of showrooms in India & outside ofIndia.

The exclusive showrooms are the best distribution channels

for MARUTI SUZUKI itself.


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Post purchase service As Tata is going to provide this car with rupees one lakh only,so it may not give the same service like its other vehicles.

But its post purchase services will be better than a costlier

bike. Customers may get minimum three services from Tata in any

of its servicing center, all over the country.

We the future customers, can also hope for additional services

from TATA group.


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Howmarutuimproving


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P L C

INTRODUCTION

GROTH

MAJORTY

DECLINE

14012694 tata nano presentation

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