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Promotional Strategies of Tata Nano
MBA-M&S
Section-A2nd Yr SEM-III
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TATA NANO
Presented by:
R.Venkatesh-17
Ashish Kumar-18
Neha Sharma -39
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IDEA GENERATIONI saw families riding around on
scooters with kids standing up and the
mother carrying a baby and sittingpillion and decided to do something
about it. It started as a quest for an
affordable transportation solution.
RATAN TATA
source:- Business standard
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TATA nanouThe ONE LAKHcar that drives ONE billion dreamsANO
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PROMOTION ACTIVITIES
y Enough use of one of the most important element of
promotion mix , publicity reduces 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.
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PROMOTION ACTIVITIESu.
For other type of promotional activities ,cost factor that is 1
lakh price tag is to be keep in mind, TATA launched 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 ACTIVITIESu.
yOnline buzz:-Nano has gone beyond the traditional methodsof advertising and promotion online .
y Social Media communities:-
y Official Orkut community Members - 6,906.
y Official Face book Group Fans 34,332.
y Highest View Count on You Tube- 858,990
y No. of Blog Posts - 61,664
y TATA have a blog on the official website where they have been
discussing quite interesting topics and generally maintaining an
active community.
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Promotion through Existing
Infrastructure
Tata Indicom: NANO mobiles with phone scheme
Tata Sky: Discount on satellite connections for Nano
customers
Titan: Buy a NANO watch
Croma and Westside
Merchandise and accessories like Nano branded T-shirts, key
chains, teddy bears & watches
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Collaborations
ICICI Bank initiated a
whole campaign to
get noticed andspread the word .
Icicibank.com had a
banner ad on their
home page forbooking Nano.
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SBI offered loans
for total payment
of car andannounced a bank
interest on the
applications for
Nano which will berejected in lucky
draw
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Electronic Media
Radio
well be back after a Nano break
Television
messages or ticker news or other channels
Cell Phones
Text messages
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Print Media
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NANO STORY 2020u.
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NANO STORY 2020u.
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NANO STORY 2020u.
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NANO STORY 2020u.
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Appreciation of PR
Innovative use of media to advertise the launch of
the Tata Nano has fetched three top awards at
Emvies 2009, organised by the Advertising Club of
Bombay.
Best Media Innovation in Print and in Ambient
Media/ Out-of-Home categories.
Best media strategy in Consumer Durables.
Cannes 2009 - the world's most coveted advertisingawards - had conferred the Bronze Lion for Best Use
of Mixed Media to the Tata Nano's launch
advertising.
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Thank You
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