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8/7/2019 TATA MOTORS2

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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 solutionRATAN TATA


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THE MAN

AND HISDREAM

MACHINE


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THE GAME CHANGER Chairman of the Tata Group and Tata Motors, who has described it as an eco-friendly

"people's car".

The introduction of the Nano received media attention due to its targeted low price.

The car is expected to boost the Indian economy, create entrepreneurial-opportunities

across India as well as expand the Indian car market by 65%

Nano has been greatly appreciated by many sources and the media for its low-cost

and eco-friendly initiatives which include

1) Using compressed-air as fuel

2) An electric-version (E-Nano).

Tata Group is expected to mass-manufacture the Nano, particularly the electric-version, and besides selling them in India, to also export them worldwide

If ever there were a symbol of Indias ambitions to become a modern nation, it wouldsurely be the Nano, the tiny car with the even tinier price-tag


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PRODUCT

Design ExteriorExterior InteriorInterior

Colors Door Trim

Wheel Covers Roof Lining-Jute Based

Tinted Glasses Electronic Trip Meter

Aerokit Airdam Fuel Gauge-Digital

Front Windsheild Steering Wheel-2 Spoke


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COMFORT AND CONVIENCE

AC with Heater

Front Power Windows

Cup Holders in Front Console

IRVMGear Shift Console

Magazine and coin Holder on all doors


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FEATURES

Engine Type 624cc, 2 Cyclinder, MPFI.

Max. Speed of 105kmph

Fuel Tank Capacity of 15 Litres

Radial Tubeless Tyres

Boosted Assisted Brakes

Central Locking System

Power Windows

Air Bags

1st time a 2-cylinder gasoline

engine was being used in a car

with Single Balancer ShaftSingle Balancer Shaft

Multi point fuel injection petrolengine

Adhesives have been used for the

joints


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What makes the TATA NANO so

Cheap

** Warrantyis for 18 months or 24000 kilometres


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SAFETY AND SECURITY

Crumple zones

Intrusion resistant doors

Sheet metal body

Seat belts

Strong seats and anchorages

Rear tailgate glass bonded to the body. Tubeless Tyres


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Front Bonnet

Holds Battery

Wind-Shield washer bottle

Room for single suitcase

Spare wheel


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COLORS IN NANO

acing Red Summer Blue

Champagne

Gold

Lunar Silver Ivory White

Sunshine Yellow


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MODELS

NANO CX

NANO LX

NANO


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PROMOTIONSPROMOTIONS

Enough use of one of the most element of promotion mix, publicity

reduces the necessity of other promotional devices for nano. Nano gotpublicity for the following way:-

Publicity as

LAKHTAKIYA CAR

LAKHTAKIYA CAR by mouth to mouth.Auto expo 2008 New Delhi and Geneva.

Publicity through print and electronic media.

TV and 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 the major mode for advertising.


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PRICING STRATEGY

Though the one lakh price tag is not fixed by tata group,it was the word in the

mouth of people which fixed that range. This expectation of people creates a bit

challenge for the company. To accept this challenge the following strategies are

followed :-

Target Costing Method

Penetration Pricing

Racing Red/ Champagne Gold/

Ivory White/ Summer Blue Lunar Silver/

Sunshine Yellow

Nano BSII Rs. 125,900

Nano BSIII Rs. 131,996

Nano CX BSII Rs. 151,598 Rs. 154,687

Nano CX BSIII Rs. 157,711 Rs. 160,802

Nano LX BSIII Rs. 183,811


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CHANNEL OF DISTRIBUTION

So far we know TATA, its business has been extended to the overseas i.e

to the Europe, Africa, US n Australia.

Hence it has n number of showrooms in India and outside of India.

The exclusive showrooms are the best distribution channels for Tata

itself.


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