TATA nano.

TATAMOTORS91

PRESENTED BYSANKET DEDHIA 2112SHEETAL RANE 2149POOJA CHAVHAN 2109PALLAVI KULKARNI2132PRITESH SAWANT2152KARAN KANWAR2129

GROUP 92About Tata MotorsHistory:-Established in 1945 .India's largest automobile company, with consolidated revenues of Rs.70,938.85 crores (USD 14 billion) in 2008-09 . Over 4 million Tata vehicles play on Indian roads.The first company from India's Engineering Sector to be listed in the New York Stock Exchange (September 2004)

GROUP 9

(contd)The company's manufacturing base in India is spread across:- Jamshedpur (Jharkhand) Pune (Maharashtra) Lucknow (Uttar Pradesh) Pantnagar (Uttarakhand) Dharwad (Karnataka).

Tata Motors has operations in the UK, South Korea, Thailand and Spain as well.

GROUP 9

Significant Mergers & AcquisitionsJaguar, Land Rover, a business comprising the two iconic British brands that was acquired in 2008. In 2004, it acquired the Daewoo Commercial Vehicles Company, South Korea's second largest truck maker. In 2005, Tata Motors acquired a 21% stake in Hispano Carrocera, a reputed Spanish bus and coach manufacturer, and subsequently the remaining stake in 2009. In 2006, Tata Motors entered into joint venture with Thonburi Automotive Assembly Plant Company of Thailand .

GROUP 9

Vision of the CompanyThey said that Dream-dream and dream because dream gives vision, vision gives thoughts and finally thoughts leads to action.

Best in the manner in which we operate.

Best in the products we deliver.

Best in our value system and ethics.

GROUP 9

TATA nano.

GRP:9 TATA NANO97

Tata nano.The ONE lakh car that drives ONE billion dreams

GROUP 9

8 IDEA GENERATIONI saw families riding around on scooters with kids standing up & the mother carrying a baby & decided to do something about it. It started as a quest affordable transportation solution.

RATAN TATA.GROUP 9

Why the name Nano?Nano stands for superior technology and small in size. This is what this car depicts and hence the name Nano.

GROUP 9

10What makes the TATA NANO so global !!!

GROUP 9

11The 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.

Design

GROUP 9

Unlike other low cost Indian cars, this one is going to have a variomatic gear system. Instead of manual gear box in conventional cars 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.

Engine

GROUP 9

Fuel Efficiency

The Peoples Car has a rear-wheel drive, all-aluminum, two-cylinder, 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.

GROUP 9

Safety & Comfort

GROUP 9

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

Controversies Involved

Controversies also arose about Tata's planned manufacturing unit for the car in Singur, West Bengal, where the state government of West Bengal has allocated 997 acres (4.03 km) to Tata Motors. The construction of the car factory on that tract of land will require fertile agricultural land and the expropriation and eviction of ca. 15,000 peasants and agricultural workers.

GROUP 9

Critics

Among its notable critics are columnists from the New York Times, Newsweek, and several media outlets. Only a few years ago, author and NYT columnist Thomas Friedman wrote that the world was divided into those who want a Toyota Lexus and those who are searching for an olive tree (in his book The Lexus and the Olive Tree).

GROUP 9

3D view of TATA NANO

GROUP 9

Top View of TATA NANO

19Tata Nano ProjectLead by Girish Wagh (General Manager, Tata Motors Ltd.)Began in 2003Objective was to create very low cost transportation system with four wheelsThe car was designed at Italy's Institute of Development in Automotive EngineeringA team of 500 engineers worked on itFaced political obligations in SingurShifted to Pantnagar, UttarakhandCame out with worlds cheapest car in July, 2009Till date 10,518 units on road

GROUP 9

Marketing Mix(4 Ps)Product: An impeccable vehicle, covering all segments of the market, from youngsters to senior citizens. Attractive, small yet comfortable.

Price: Offering the lowest price in this segment, requires no comments.

GROUP 9

(contd)Place (distribution): With the existing Tata dealers and roping in its other business lines like Westside, Croma , Titan stores, the distribution was never an issue for Nano.

Promotion: Coming from the Tatas stable, the Nano has already created a brand image. The price of the car has offered enough promotion not only in India but also globally.GROUP 9

NANOS SPECIFICATIONLOOKS: The snub-nosed carDIMENTION: 3.1metres(10.23feet)long,1.5 meters wide & 1.6 meters high. Can seat 4 or 5 peopleENGINE: A two cylinder 623 cc, 35 horsepower rear mounted, all aluminum, multi-point fuel injection petrol can power the car to top speed of 105 kms. Per hour (65 miles per hour)FUEL EFFICIENCY: 20 kms. Per liter, or 50 miles gallon is claimed.POLLUTION: Tata says the car is better than two wheelers manufactured in India currently.SAFETY: Car exceeds current regulatory requirements with a strong passengers compartment,

GROUP 9

23currentlyPRODUCT FEATURESLength-3.1 meterWide-1.5 meterHeight -1.6 meterWeight -600 kgsMileage-20kmplFuel tank-15ltrEngine 624ccTop speed -95-100 kphGround clearance-180mmGear box-4 strokesGROUP 9

24Product Life Cycle Curve

GROUP 9

PRESENT NEAREST RIVALSMARUTI 800 & ALTO

GROUP 9

TATA NANOV/SMARUTI 800

V/S

GROUP 927COMPARISIONFEATURESMARUTI 800 TATA NANO Variants 23Price Rs 1.9-2.3 lakh Rs 1.3-1.9 lakh Sales per month 4000-5000 Units 800UnitsDIMENSION Overall length 3.34m 3.1m Overall height 1.4m 1.6m Overall width 1.44m 1.5m GROUP 928Fuel efficiency 18-20 Km/l 16-18 km/l Maintenance Rs 300-400 Rs 300-400ENGINEType MPFI,frontwheel drive MPFI,rear wheel driveNo. of cylinders 32Top speed 120km/hr 90km/hr Looks outdated latest Noise and harshness less noisy more noisy GROUP 929FUTURE COMPETITORMAHINDRA (1.3LAKH)

GROUP 9

SWOT AnalysisStrength First innovation set a benchmark Cheapest & Stylish Eco-friendly green house effectFuel-efficiency & engineSpace Internal - 21% more than M-800 External - 8% less than M-800WeaknessNo passenger side mirror engine cooling & hence overheating Not fit for hilly terrain

Cont.OPPORTUNITIESDiesel & electric variantCreated a niche marketRecession Parking spaceThreatsTraffic congestionSecurity not sureBad impression due to late delivery in marketCompetitors Bajaj, Renault & NissanRising cost of raw material

STPSEGMENTATION- Variables usedGeographical rural & urbanDemographic family size & incomeBehavioral- benefit & user status

TARGET MARKET- Executive two wheelers segment, second hand car users, auto user market, middle & lower income group people.

POSITIONING TATA intending to place in the mind of the consumers as the peoples carStrategic options- undifferentiated marketing. GROUP 9

33

GROUP 9

Price list (Ex showroom price in Delhi)TATA nano std (BS3)Rs-1,23,360TATA nano cx solid paint (BS3)Rs-1,48,360TATA nano cx metallic paint (BS3)Rs-1,51,360TATA nano LX metallic paint (BS3)Rs-1,72,360GROUP 9Proposed Marketing StrategiesExtensive marketing approach through TV commercials & print media.Involving a brand ambassador to save its image(recently marked by short-circuit incidents).Tapping the commercial service(eg. Taxi, auto) market through attractive exchange & finance schemes.More investment in R&D to come up with more innovative features & to eliminate shortcomings as well.

GROUP 9

PROMOTIONEnough use of one of the most important element of the promotion mix, (publicity)reduces the necessity of other promotional devices for Nano. Nano got publicity in the following ways:-Publicity as one lakh car from mouth to mouth.Publicity through print & electronic mediaSingur violation.GROUP 9

(contd) Nano Game:The game by Zapak was a great move to spread word about the car and it seems to have really worked well in doing it's job.

Online Advertisements:The blogosphere and Indian media sites were inundated with ads for Tata Nano. The ads came in all shapes and sizes and were definitely noticed.

GROUP 9

(contd)OFFLINE STRATEGIES1) Collaborations: Tata partnered with a few banks for releasing application forms.

2) Mall Promotions: Models on display

3) Leveraging Existing Infrastructure: Now you can find Nano merchandise(eg. Nano watches, Nano T-shirts), application forms and demo cars in Tata Indicom, Titan, Croma and Westside stores.

GROUP 9

ADVERTISMENT

41Distribution

So far we know TATA, its business has been extended to the overseas i.e. to the Europe, Africa, U.S & Australia.

Hence it has n-number of showrooms in India & outside of India.

The exclusive showrooms are the best distribution channels for TATA itself.

NANO STORY 2020..

GROUP 9

NANO PLANT SHIFTING FROM SINGUR TO SANANDGROUP 943TATA (BYE-BYE TO SINGUR)

GROUP 9

GROUP 9

Tata nano.The ONE lakh car that drives ONE billion dreams

GROUP 9

4647Referenceswww.tatanano.com www.wikipedia.comwww.autosmaxabout.com

48