Tata Car-Tushar Rastogi

World’s Cheapest Car-
“Tata Nano” - the

people’s car
Presented By:Ankit jain

Aakriti jain
Gaurav gupta
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.
Seeds of the Dreams.
I observed families
riding on two-wheeler
the father driving the
scooter, his young kid
Mr. Ratan Tata 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.
Tata Nano Car
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.
What makes it so cheap !
 The Tata Nano uses plastics and adhesives rather than welding.
 Introducing the car with an artificially low price through govt-

subsidies 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.
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

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.
Marketing Strategies.
 For marketing strategy Tata had use conventional media in an
unconventional manner.
 Nano isn’t 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
Promotional Tag line.
‘Have Fun, Pay Less, get more
with Tata Nano’
Online Marketing.
The major sections of
the site are:
a. Galary (both pictures
and videos).
b. Game (rather Link to
a nice virtual driving
game by Zapak).
c. Community.
d. Why Nano?
e. Booking Details.
Website: www.tatanano.com
Social Media.
 Facebook
 Blog
 Orkut
 YouTube
Nano Game.
The game by
zapak was a
great move to
spread word
about the car.
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 ‘we’ll be back after a short break’ on TV
channels, now they’re saying, ‘We’ll be back after a Nano break.’
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.
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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World’s Cheapest Car-

“Tata Nano” - the

Presented By:Ankit jain

 Dreams also give you an idea to change

 Deluxe Tata Nano CX at 1,51,000 Rupees (2100

 Luxury Tata Nano LX at 1,72,000 Rupees (2400

 Introducing the car with an artificially low price through govt-

 Using vertical-integration, or partially using inexpensive

 It has no AC, no power steering, no power windows, no power

 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

 The low-cost car is clearly intended for the masses.

 For the family of four that would otherwise ride on a scooter,

 As customers gain more power, they will demand more

 So as per this presentation, conclusion can be draw as a future

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