tata nano presentation_santosh.pptx

7/30/2019 Tata Nano Presentation_santosh.pptx

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Introduction.

Description about Tata Nano.

Why it is so cheap?

Target Market and Marketing Strategies. Online Survey

Diffusion Innovation Models

Conclusion Acknowledgement

Bibliography2


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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 changeyours and others life.

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4

An idea can change

your LIFE

An idea can also

change OTHERS

life


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5

Mr. Ratan Tata


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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

Tata Nano was launched in April 2009.

The first Nano rolled over road in July 2009

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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%.

Mr.Ratan Tata, Chairman of the Tata Group and Tata Motors,

who has described it as an eco-friendly "people's car".9


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Nano has been greatly appreciated by many sources and themedia

for its low-cost and

eco-friendly initiatives which include using compressed-air asfuel and an electric-version.

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

particularly the electric-version, and,

besides selling them in India, to also export them world-wide.

The Tata Nanois a rear-engine,

four passenger10


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The Standard Variant of the Car has a dealer price of rupees onelakh (US $2500) and is the cheapest car in the world. (Transportcosts and Value-Added 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 normwith 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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Engine:


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Engine:

2cylinderpetrol with Boschmulti-point fuel injection(single injector) all aluminium 33 horsepower (25 kW) 624 cc (38 cu in)

Value Motronicengine management platformfromBosch

2valves per cylinder overhead camshaft

Compression ratio: 9.5:1

bore stroke: 73.5 mm (2.9 in) 73.5 mm (2.9 in)

Power: 35 PS (26 kW; 35 hp) @ 5250rpm

Torque: 48 Nm (35 ftlbf) @ 3000 +/-500 rpm

Layout and TransmissionRear wheel drive

4-speed manual transmission

Steeringmechanical rack and pinion w/o servo

Turning radius: 4metres

PerformanceAcceleration: 0-60 km/h (37 mph): 8 seconds

Maximum speed: 105 km/h (65 mph)

Fuel efficiency(overall): 23.6 kilometres per litre (4.24 litres per 100 kilometres (66.6 mpg-imp; 55.5 mpg-US))

Body and dimensionsSeat belt: 4

Trunkcapacity: 150 L (5.3 cu ft)

Suspension, Tires & BrakesFront brake: 180 mm drum

Rear brake: 180 mm drum

Front track: 1,325 mm (52.2 in)

Rear track: 1,315 mm (51.8 in)

Ground clearance: 180 mm (7.1 in)

Frontsuspension:McPherson strut with lower A arm

Rear suspension: Independentcoil spring

12-inch wheels

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http://en.wikipedia.org/wiki/Motronichttp://en.wikipedia.org/wiki/Engine_control_unithttp://en.wikipedia.org/wiki/Engine_control_unithttp://en.wikipedia.org/wiki/Robert_Bosch_GmbHhttp://en.wikipedia.org/wiki/Four-stroke_cycle_engine_valveshttp://en.wikipedia.org/wiki/Four-stroke_cycle_engine_valveshttp://en.wikipedia.org/wiki/Camshafthttp://en.wikipedia.org/wiki/Compression_ratiohttp://en.wikipedia.org/wiki/Bore_(engines)http://en.wikipedia.org/wiki/Stroke_(engine)http://en.wikipedia.org/wiki/Power_(physics)http://en.wikipedia.org/wiki/Rpmhttp://en.wikipedia.org/wiki/Rpmhttp://en.wikipedia.org/wiki/Torquehttp://en.wikipedia.org/wiki/Rpmhttp://en.wikipedia.org/wiki/Rear_wheel_drivehttp://en.wikipedia.org/wiki/Manual_transmissionhttp://en.wikipedia.org/wiki/Steeringhttp://en.wikipedia.org/wiki/Turning_radiushttp://en.wikipedia.org/wiki/Metrehttp://en.wikipedia.org/wiki/Metrehttp://en.wikipedia.org/wiki/Metrehttp://en.wikipedia.org/wiki/Accelerationhttp://en.wikipedia.org/wiki/Fuel_efficiencyhttp://en.wikipedia.org/wiki/Fuel_efficiencyhttp://en.wikipedia.org/wiki/Seat_belthttp://en.wikipedia.org/wiki/Trunk_(automobile)http://en.wikipedia.org/wiki/Trunk_(automobile)http://en.wikipedia.org/wiki/Drum_brakehttp://en.wikipedia.org/wiki/Drum_brakehttp://en.wikipedia.org/wiki/Drum_brakehttp://en.wikipedia.org/wiki/Drum_brakehttp://en.wikipedia.org/wiki/Ground_clearancehttp://en.wikipedia.org/wiki/Suspension_(vehicle)http://en.wikipedia.org/wiki/Suspension_(vehicle)http://en.wikipedia.org/wiki/Suspension_(vehicle)http://en.wikipedia.org/wiki/McPherson_struthttp://en.wikipedia.org/wiki/Coil_springhttp://en.wikipedia.org/wiki/Coil_springhttp://en.wikipedia.org/wiki/Coil_springhttp://en.wikipedia.org/wiki/McPherson_struthttp://en.wikipedia.org/wiki/Suspension_(vehicle)http://en.wikipedia.org/wiki/Ground_clearancehttp://en.wikipedia.org/wiki/Drum_brakehttp://en.wikipedia.org/wiki/Drum_brakehttp://en.wikipedia.org/wiki/Trunk_(automobile)http://en.wikipedia.org/wiki/Seat_belthttp://en.wikipedia.org/wiki/Fuel_efficiencyhttp://en.wikipedia.org/wiki/Accelerationhttp://en.wikipedia.org/wiki/Metrehttp://en.wikipedia.org/wiki/Turning_radiushttp://en.wikipedia.org/wiki/Steeringhttp://en.wikipedia.org/wiki/Manual_transmissionhttp://en.wikipedia.org/wiki/Rear_wheel_drivehttp://en.wikipedia.org/wiki/Rpmhttp://en.wikipedia.org/wiki/Torquehttp://en.wikipedia.org/wiki/Rpmhttp://en.wikipedia.org/wiki/Power_(physics)http://en.wikipedia.org/wiki/Stroke_(engine)http://en.wikipedia.org/wiki/Bore_(engines)http://en.wikipedia.org/wiki/Compression_ratiohttp://en.wikipedia.org/wiki/Camshafthttp://en.wikipedia.org/wiki/Four-stroke_cycle_engine_valveshttp://en.wikipedia.org/wiki/Robert_Bosch_GmbHhttp://en.wikipedia.org/wiki/Engine_control_unithttp://en.wikipedia.org/wiki/Motronic


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Basic Tata Nano Std priced at 1,23,000Rupees(1700 Euros).

Deluxe Tata Nano CX at 1,51,000 Rupees (2100Euros) has air conditioning.

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

Euros) has air conditioning, power windows and

central locking.13


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The Peoples Car,designed with a family

in mind, has a roomy

passenger compartment

with generous leg spaceand head room.

It can comfortablyseat four persons.

Four doors with highseating position make

ingress and egress easy.


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A variomatic gearsystem.

It is coming up as gear

less or rather with anautomatic gear

transmission.

This helps to improve

the efficiency & mileageby magnifying the torque

output.


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A rear-wheel drive,all-aluminum, two-

cylinder, 623 cc, 33

PS, multi point fuel

injection petrol engine.

This is the first timethat a two-cylinder

gasoline engine is

being used in a car withsingle balancer shaft

for same gas emission

as scooter.


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By adhering to the fact thatless weight requires less power,

the 1 lakh car is made of light

weighing steel.

This has made the Tatas comeup with a cheap alternative

with out compromising on

safety and performance


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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.18


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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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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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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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For marketing strategy Tata had use conventional media in anunconventional manner.

Nano isnt big on advertising. There are no TV campaign,

Only innovative use of print, radio and other media, particularly theweb.

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 conversationon Facebook, Orkut and blog spaces22


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Have Fun, Pay Less, get more with Tata

Nano


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24Website: www.tatanano.com

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.


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Facebook

Blog

Orkut

YouTube


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The game by

zapak was a

great move to

spread word

about the car.


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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 shortbreak on TV

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

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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. Tatawhen delivered the first Nano to

a comman person, itself it makes

a big news.


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"It's a good historic moment for the Indian auto industry and also a proud oneindeed that an Indian company took a step forward on this road. Its an upgradationfor an auto wheeler rider to by a car now.

Rajesh Jejurikar, Managing Director, Mahindra and Renault's.

"It's good product but it's still too early to say whether it will overtake the 800because it caters to a totally new market segment.

Said Jagdish Khattar, Former MD ofMaruti Udyog Limited

"Meeting the proper quality standards and safety is not feasible at all in such a

model.Andreas Prinz, Managing Director (Passenger Cars), Volkswagen Group SalesIndia.

"I think it is a great thing for India because mobility is giving new opportunities. Ihope Tata drives to great success with the Rs one lakh car, but it is not included inour plan.

Thomas Kuehl, Board Member, Skoda Auto India.

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http://www.surfindia.com/automobile/maruti-udyog-ltd.htmlhttp://www.surfindia.com/automobile/skoda-auto-india-private-ltd.htmlhttp://www.surfindia.com/automobile/skoda-auto-india-private-ltd.htmlhttp://www.surfindia.com/automobile/skoda-auto-india-private-ltd.htmlhttp://www.surfindia.com/automobile/skoda-auto-india-private-ltd.htmlhttp://www.surfindia.com/automobile/skoda-auto-india-private-ltd.htmlhttp://www.surfindia.com/automobile/skoda-auto-india-private-ltd.htmlhttp://www.surfindia.com/automobile/maruti-udyog-ltd.htmlhttp://www.surfindia.com/automobile/maruti-udyog-ltd.htmlhttp://www.surfindia.com/automobile/maruti-udyog-ltd.htmlhttp://www.surfindia.com/automobile/maruti-udyog-ltd.htmlhttp://www.surfindia.com/automobile/maruti-udyog-ltd.html


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What is your age?

Mention your gender.

Will you buy Tata Nano car?

Do you have a car in your house?

Did you come to know about the car from advertisements? Did you come to know about the car from social network?

How will you rate Tata Nano on a scale of 5?

How much importance do you give to design and comfort whilebuying a car?

How much importance do you give to initial cost and maintenancecost while buying a car?

How much importance do you give to speed and power of thevehicle while buying the car?

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False

True

Model Predictions for BuyTN

0 0,2 0,4 0,6 0,8 1

predicted probability

150

100

50

0

50

100

150

f

requency

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Plot of BuyTN

-6,7 -4,7 -2,7 -0,7 1,3 3,3

Predicted log odds

0

0,2

0,4

0,6

0,8

1

observed


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Bass Model:

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Generalised Bass Model with one exponential

Shock:

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Generalised Bass Model with two exponential

Shocks:

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The Generalised Bass Model with one exponential

shock still stands as the most effective model todescribe the diffusion of Tata Nano car in Indianmarket.

Tata Nano has a very short life span

Also we can interpret from the survey data that TataNano is most preferred by female population andleast preferred by the new generation

The name attached to Tata Nano as the poor mans

car which was expected to exhibit its low price provedto be an inhibition in its sale.

We conclude that though Tata Nano is an admirableinnovation in its field, as of yet it failed to prove itselfas market changing innovation.

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I extend my heartfelt gratitude to Prof. Renato Guseo,Professor, Department of statistics, University ofPadua, Padova, Italy for his guidance and support inthe project. I also extend my earnest thanks to Ms.

Mariangela Guidolin for her help, support andguidance throughout my project. Both of them havebeen instrumental in the accomplishment of theproject and I am obliged for their contribution. I am

also thankful to the Training and placement cell,Indian Institute of Technology Bhubaneswar forallowing me to pursue my internship in University ofPadua under the guidance of Prof. Renato Guseo. 37


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Bass, F.M. (1969). A new product growth model for consumerdurables, Management Science, 15, 215-227.

Bass, F.M., Krishnan, T.V., Jain, D.C. (1994). Why the Bassmodel fits without decision variables, Marketing Science,13,203-223.

Guseo, R. (2004). Interventi Strategici e Aspetti Competitivinel ciclo di vita di innovazioni. Working Paper Series 11/2004,

Department of Statistical Sciences, University of Padua. Mahajan, V., Muller, E., Bass, F.M. (1990). New Product

Diffusion Models in Marketing: A review and Directions forResearch,Journal of Marketing,54, 1-26.

Seber, G.A.F., Wild, C.J. (1989). Nonlinear Regression, Wiley,New York

Websites Surfed : SIAM INDIA http://www.siamindia.com/

www.wikipedia.com

SAE INDIA http://www.saeindia.org/

www.google.com

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http://www.siamindia.com/http://www.wikipedia.com/http://www.saeindia.org/http://www.google.com/http://www.google.com/http://www.saeindia.org/http://www.wikipedia.com/http://www.siamindia.com/


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tata nano presentation_santosh.pptx

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