target marketing tata motors-nano1

8/2/2019 Target Marketing Tata Motors-Nano1

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Target

Marketing

Tata Motors

Consists of a

set of buyerswho sharecommon

needs orcharacteristic

s that the

companydecides to

serve

Presentation by

PRACHI DUBEY(06)

PRASHANTHINI.D(12)

PRIYANKA(26)I yr MBA



Here our study & discussion

is on TATA Motors - Nano



Tata Motors is part of the Tata Group which is one of thetop five business houses in India, having history of 185+ yearsof successful business ventures.

Tata Motors Limited, formerly known as TELCO (TATA

Engineering and Locomotive Company), is a multinationalcorporation headquartered in Mumbai, India. It is India'slargest passenger automobile and commercial vehiclemanufacturing company. It is one of the world's largest

manufacturers of commercial vehicles. An Indian automotive major with significant markets inEurope, Australia, South East Asia, Middle east and Africa.

Turnover of Rs. 700 crores

COMPANY PROFILE

TATA MOTORS



Tata Motors has its manufacturing base in Jamshedpur,Pantnagar, Lucknow, Pune.

Tata Motors was established in 1945, when the company

began manufacturing locomotives. The company manufactured its first commercial vehicle in 1954 incollaboration with Daimler-Benz AG, which ended in 1969.

In March 2008, it finalised a deal with Ford Motor Company to acquire their British Jaguar Land Rover (JLR) business,

which also includes the Rover, Daimler and Lanchester brandnames.The purchase was completed on 2nd June 2008.

TATA MOTORS



INTRODUCTION OF TATA NANO• “Dream-dream and dream, because dream gives vision, vision gives

thoughts and finally thoughts lead to the action". Each letter of thesemotivational words said by India's former President Dr. A.P.J. Abdul Kalamgoes exactly with Mr. Ratan Tata, Chairman of Tata group, who in the year2003, dreamt of producing a safe, affordable Car for the common man.Finally after the wait of five years, crossing all financial and technologicalbarriers, Ratan Tata kept his promise and unveiled Tata 'Nano' on 10th

January 2007, 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 Rs.1 lac +.



DESCRIPTION ABOUT NANO

The project has literally become India's claim-for-fame in the international-mediadue 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, as well as expand the Indian car market by 65%.

The car was envisioned by renowned industrialist, Ratan Tata, Chairman of the Tata

Group and Tata Motors, who has described it as an eco-friendly "people's car".

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 exportthem world-wide.



What makes it so cheap !

• The Tata Nano uses plastics and adhesives ratherthan welding.

• introducing the car with an artificially low price

through govt-subsidies and tax-breaks, or

• 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.



TARGET MARKET FOR NANO

• Executives two wheelersegment.

• Second Hand Car Users

• Auto Rickshaw Market

• Lower Income Group



TARGET MARKET FOR NANO

• The low-cost car is clearlyintended for the masses. For thefamily of four that wouldotherwise ride on a scooter,precariously balancing a tiny tot

on the front and a baby on thewife’s lap. For the first-time carbuyer in India - a huge marketdespite the increasing number of cars in the urban and semi-urbanareas.

• Its Also attract the small carsbuyers like maruti 800.



OBSTACLES TO NANO

However, Due to the Singur land dispute, the "Stalled Car Factory" is "Costing

Jobs, Splitting Neighbors in West Bengal” “ Tata's problems in West Bengal are scaring off other industries hoping to

locate here, including Infosys, a software maker that wanted to build a businesspark that would provide 5,000 jobs.

Due to ongoing opposition to Tata's Singur car-factory by Mamta Banerjee,who demanded land to be returned from the factory, Tata Motors took decisionto pull out of Singur. Tata Motors is manufacturing Tata Nano at its Pantnagar plant.

Tata Motors announced it was pulling out its Nano small car industrial projectfrom West Bengal's Singur and blamed the Mamata Banerjee-led TrinamoolCongress, which spearheaded the protests against the factory, for the 'painful'decision.

While existence of Tata Nano could lead to high industrial growth , the exitlead west Bengal a loss of more than 80,000 crore .How ever Tata has to sufferin terms of delay and settlement cost .

http://en.wikipedia.org/wiki/Singur


http://en.wikipedia.org/wiki/Mamta_Banerjee

http://en.wikipedia.org/wiki/Pantnagar

http://economictimes.indiatimes.com/Singur_exit_Tata_not_to_reconsider_decision/articleshow/3557557.cms

http://economictimes.indiatimes.com/Singur_exit_Tata_not_to_reconsider_decision/articleshow/3557557.cms

http://en.wikipedia.org/wiki/Pantnagar








COMPETENCIES OF TATA NANO

• Tata is now 57th most valuable brand globally livemint.com: April 22,

2008 The Tata group’s intense activities in 2007 have seen it rising 45places to No. 57 in Brand Finance Top 500 Global Brands

• Expectations

According to one report, India as well as other nations, such as European

nations[, have great expectations from the Nano and are keenly and eagerly

eagerly awaiting it, especially the electric version of the Nano.

• Modular design

In fact, Tata envisions going even further, providing the tools for local mechanics to

assemble the car in existing auto shops or even in new garages created to cater to

remote rural customers. With the exception of Manjeet Kripalani, BusinessWeek's

India bureau chief , few have focused on this breakthrough element of the Nanoinnovation (BusinessWeek.com, 1/10/08).

http://www.livemint.com/2008/04/22000325/Tata-is-now-57th-most-valuable.html

http://en.wikipedia.org/wiki/India

http://en.wikipedia.org/wiki/India

http://www.livemint.com/2008/04/22000325/Tata-is-now-57th-most-valuable.html



• Pricing strategy

Tata initially targeted the vehicle as "the least expensive production car in

the world"— aiming for a starting price of 100,000 rupees orapproximately $2300 US despite rapidly rising material prices

• Export expectation

• Being worlds cheapest car it is expected that not only India demand for Nano will

go rise at global level. Since it meeting Euro-4 norms at this price so this is taking

as a future of small car segment .• Reputation and Acceptance of Tata After launch

“TATAs have shown the world what Indian engineering is truly capable of ”

Financial Times U K reports

• Enthusiastic support

Tata Motors is receiving preliminary and some very enthusiastic support inthe media and officials, even from Europe, for the electric-version from

India as well as other-nations. The enthusiasm is even higher than that for

the petrol-version

http://en.wikipedia.org/wiki/Production_car

http://en.wikipedia.org/wiki/Europe

http://en.wikipedia.org/wiki/Europe

http://en.wikipedia.org/wiki/Production_car



FUTURE OF NANO (CONCLUSION)

• Emerging markets are a fertile ground for innovation. The challenge of

reaching dispersed, low-income consumers in emerging markets often

spurs significant innovation.

• World is getting tougher day by day being unique is a competitive

advantage. Expectations to Nano has proved this .• After 100 years to Henry Ford , Tata has proved him again not only he

came out of the expectations but also came out with a platform for Indian

auto sector .

• So this as per this project conclusion can be drawn as a future

car not only of Indian but also if exported than could be to the

world.



Thank you

target marketing tata motors-nano1

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