world’s cheapest car- “tata nano” - the people’s car presented by: tushar rastogi...

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

people’s car

Presented By: Tushar Rastogi

(MPE-170692)

1 December 2009 Tushar Rastogi 2

Topics of Presentation.

Introduction. Description about Tata Nano. Why it is so cheap? Target Market and Marketing Strategies. Conclusions.


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.


An idea can changeyour LIFE

An idea can changeyour WIFE

An idea can alsochange OTHERSlife


Seeds of the Dreams.

I observed familiesriding on two-wheelerthe father driving thescooter, his young kidstanding in front ofhim, his wife seatedbehind him holding alittle baby. It led me towonder for such a carwhich is safe &affordable to anymiddle class family.

Mr. Ratan Tata





Motivational words said by Dr. A.P.J. Abdul Kalam goes exactly with Mr. Ratan Tata, Chairman of Tata group, who in the year 2003, dreamt of producing a safe, affordable Car for the common man.

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 Car


Description about Nano 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".


cont… 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 export them world-wide.

The Tata Nano is a rear-engine, four passenger


Specifications of Tata Nano.• The Standard Variant of the Car has a dealer price of rupees one lakh (US

$2500) and is the cheapest car in the world. (Transport costs 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 norm with

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.


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.


Design.

•The People’s 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.


Engine.• A variomatic gear system.

• 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.


Fuel efficiency.• 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 for same gas emission as scooter.


Safety and comfort.

• 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


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


SUPPLIERS TO TATANANO1. Bosch

2. Caparo

3. Continental

4. Delphi

5. Denso Fag

6. Ficosa

8. Freudenburg

9. GKN

10. Itw Deltar

11. INA

12. Johnson Controls

13. Mahle

14. Saint gobain


Safety.

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.


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.

Website: 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.


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 The grand launching ceremony

of Tata Nano was covered by all of Tata Nano was covered by all kind of media personal. It was a kind of media personal. It was a front page headline in many front page headline in many leading newspapers.leading newspapers.

International motor show at International motor show at Geneva where Mr. Tata shows Geneva where Mr. Tata shows the Nano in front of the Nano in front of international media.international media.

Business tycoon like Mr. Tata Business tycoon like Mr. Tata when delivered the first Nano to when delivered the first Nano to a comman person, itself it makes a comman person, itself it makes a big news.a big news.


Reactions about Nano. "It's a good historic moment for the Indian auto industry and also a proud one

indeed that an Indian company took a step forward on this road. Its an upgradation for 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 800 because it caters to a totally new market segment.”

Said Jagdish Khattar, Former MD of Maruti 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 Sales India.

"I think it is a great thing for India because mobility is giving new opportunities. I hope Tata drives to great success with the Rs one lakh car, but it is not included in our plan.“ Thomas Kuehl, Board Member, Skoda Auto India.


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.


Questions for Audiences???

•Will the Nano succeed?

•What do you think? Is the Nano a car of the future? Or just another Yugo debacle waiting to happen? Would you drive one?

world’s cheapest car- “tata nano” - the people’s car presented by: tushar rastogi...

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