Worlds Cheapest CarTata Nano - the peoples car

Presented By: Ganesh Kumar Shruti Modi Divya Purvi

Topics of Presentation.
Introduction Segmenting Targeting Positioning

of Tata Motors & Nano

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Introduction.

Dream-dream and dream, because dream gives vision, vision gives thoughts and finally thoughts lead to the action".
By India's former President Dr. A.P.J. Abdul Kalam

Dreams

also give you an idea to change yours and other life.

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An idea can also change OTHERS life

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Seeds of the Dreams.

I observed families riding on two-wheeler the father driving the scooter, his young kid standing in front of him, his wife seated behind him holding a little baby. It led me to wonder for such a car which is safe & affordable to any middle class family.
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Mr. Ratan Tata

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Motivational words said by Dr. A.P.J. Abdul Kalam goes exactly with Mr. Ratan Tata, Chairman of Tata group, who in the year 2003, dreamt of producing a safe, affordable Car for the common man. Finally after the wait of five years, crossing all financial and technological barriers, Ratan Tata kept his promise and unveiled Tata 'Nano' on 10th January 2008, at the 9th Auto Expo 2008 in New Delhi. Tata Nano, cool & smart, launched by Tata Motors is world's cheapest Car with a price tag of $ 2500
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Tata Nano Car

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Description about Nano

The project has literally become India's claim-for-fame in the international-media due to

Tata Motors' innovation in developing the car, as well as keeping it low in price.

The car itself is expected to boost the Indian Economy

create entrepreneurial-opportunities across India, expand the Indian car market by 65%.

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Mr.Ratan Tata, Chairman of the Tata Group and Tata Motors, who has described it as an eco-friendly "people's car".
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cont

Nano has been greatly appreciated by many sources and the media

for its low-cost and eco-friendly initiatives which include using compressed-air as fuel and an electric-version.

Tata Group is expected to mass-manufacture the Nano in very large quantities,

particularly the electric-version, and, besides selling them in India, to also export them world-wide.

The Tata Nano is

a rear-engine, four passenger

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Specifications of Tata Nano.

The Standard Variant of the Car has a dealer price of rupees one lakh (US $2500) and is the cheapest car in the world. (Transport costs and ValueAdded Taxes exclusive) A four-door car that can seat four-five passengers. It conforms to all the emission standards as well as the Offset and Side Crash norms followed internationally. It is also compliant with the Bharat 3 norm and the Euro 4 norm with respect to keeping pollution at bay. A 33-bhp car with a 624 cc engine. It will provide a mileage of 23 km/litre. The Nano Car will have two variants - a Standard and two Deluxe (Air Conditioned) versions. There is no power steering in the car.
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Model Versions.

Basic Tata Nano Std priced at 1,23,000Rupees (1700 Euros). Deluxe Tata Nano CX at 1,51,000 Rupees (2100 Euros) has air conditioning. Luxury Tata Nano LX at 1,72,000 Rupees (2400 Euros) has air conditioning, power windows and central locking.
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Design.
The
Peoples Car, designed with a family in mind, has a roomy passenger compartment with generous leg space and head room.

It can comfortably seat four persons.

Four

doors with high seating position make ingress and egress easy.
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Engine.

A variomatic gear system.

It is coming up as gear less or rather with an automatic gear transmission.

This helps to improve the efficiency & mileage by magnifying the torque output.
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Fuel efficiency.
A rear-wheel drive,
all-aluminum, twocylinder, 623 cc, 33 PS, multi point fuel injection petrol engine.

This is the first time that a two-cylinder gasoline engine is being used in a car with single balancer shaft for same gas emission as scooter.
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Safety and comfort.

By adhering to the fact that less weight requires less power, the 1 lakh car is made of light weighing steel.

This has made the Tatas come up with a cheap alternative with out compromising on safety and performance

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What makes it so cheap !

The Tata Nano uses plastics and adhesives rather than welding. Introducing the car with an artificially low price through govtsubsidies and tax-breaks, Using vertical-integration, or partially using inexpensive polymers or biodegradable plastics instead of a full metal-body. It has no AC, no power steering, no power windows, no power bells and whistles.
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cont

The Nano's boot does not open, instead the rear seats can be folded down to access the boot space. It has a single windscreen wiper instead of the usual pair. Its door opening lever was simplified. It has 3 nuts on the wheels instead of the statutory 4 nuts. It only has 1 side view mirror
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SUPPLIERS TO TATA NANO

1. 2. 3. 4. 5. 6.

Bosch Caparo Continental Delphi Denso Fag Ficosa

8. 9. 10. 11. 12. 13. 14.

Freudenburg GKN Itw Deltar INA Johnson Controls Mahle Saint gobain

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Safety.

For Tata Motors, safety is of paramount importance. This avenue provides no room for the slightest margin of error. It has a strong passenger compartment. Tubeless tyres further enhance safety. Passes crash tests and Side impact test It has 2 A-pillars on one side to better meet safety norms. No airbags as airbags are still not a required feature in India. Safety features such as crumple zones, intrusion-resistant doors, seat belts, strong seats and anchorages.
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Target market.

The low-cost car is clearly intended for the masses. For the family of four that would otherwise ride on a scooter, Its also attracts the small cars buyers like Maruti 800, bike riders etc.

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Marketing Strategies.

For marketing strategy Tata had use conventional media in an unconventional manner. Nano isnt big on advertising. There are no TV campaign, Only innovative use of print, radio and other media, particularly the web. The Tata team was working on

Nano news in papers, Nano breaks on radio, Nano appearing in the form of messages or ticker news on TV, Online Nano games, Nano chat rooms on the Net, Nano pop-ups on major websites and Nano conversation on Facebook, Orkut and blog spaces
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Promotional Tag line.

Have Fun, Pay Less, get more with Tata Nano

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Online Marketing.
a. b. The major sections of the site are: Galary (both pictures and videos). Game (rather Link to a nice virtual driving game by Zapak). Community. Why Nano? Booking Details.
Website: www.tatanano.com
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c. d. e.

Social Media.

Facebook Blog Orkut YouTube

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Nano Game.
The game by zapak was a great move to spread word about the car.

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Offline Marketing.

Collaborations: Tata partnered with a few banks for releasing application forms. Leveraging Existing Infrastructure: People can find Nano merchandise, application forms and demo cars in Tata Indicom, Titan, Croma and Westside stores. Tata Indicom is also offering a money-back offer with every application form. TV: Tata didn't invest heavily into TV commercials.
Instead of anchors saying well be back after a short break on TV

channels, now theyre saying, Well be back after a Nano break.

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Print media.

The grand launching ceremony of Tata Nano was covered by all kind of media personal. It was a front page headline in many leading newspapers. International motor show at Geneva where Mr. Tata shows the Nano in front of international media. Business tycoon like Mr. Tata when delivered the first Nano to a comman person, itself it makes a big news.
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Future of Nano (conclusion).

World is getting tougher day by day being unique is a competitive advantage. Expectations to Nano has proved this . As customers gain more power, they will demand more tailoring and value-added service to meet their needs. Companies that innovate on this dimension are likely to be richly rewarded. So as per this presentation, conclusion can be draw as a future car not only of Indian but also if exported than could be to the world.
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Company Profile
Industry : Automotive Manufacturing Tata Motors is part of the Tata Group which is one of the top five business houses in India, having history of 185+ years of successful business ventures. Turnover of R.652 crores An Indian automotive major with significant markets in Europe, Australia, South East Asia, Middle east and Africa. Today, Tata Motors is the second largest passenger vehicle player in the domestic market with a market share of 16.6%

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