By

Sankalpa Kumar(281101)
Kshitij Mishra(281188)
Shubhangi Gupta(281106)
Shubham Siddhant(281105)
Kajol Bobra(281082)
Dipanshu Junega()
Engine Problems: Design, noise and heating

Huge competition from Maruti Suzuki and from companies present in two wheeler segments

Limited Production capacity and unfavourable current market position

Roadblocks in rural expansion

How to successfully position Tata Nano as a
low-cost “people’s car’’ for the rapidly growing
middle class of consumers in India?
1. Position it as a means of family transport that is safer and more comfortable than
a two-wheeler
2. Position Nano on the basis of its style and manoeuvrability to specific segments
such as college students
3. Positioning it as an affordable ‘smart city car’ which is safe, feature-rich,
compact, cost effective and the best in its segment
 Relevance: It should address the needs of the customer
 Clarity: in terms of both target market and differential advantage
 Brand promise: Is it Believable and Credible?
 Profitable : Will the positioning help yield profits?
Alternative 1
 It is addressing the needs for transportation and safety but it is not addressing the
need for a low cost car
 Safety of the consumer for choosing Nano over a two wheeler can re-iterated
 Limiting the target market to people who own two wheelers
Alternative 2
 Target market is limited to a very specific segment which is good if the company
wants to create a niche for itself and not cater to a mass consumer base
 Main focus is on style of the car. Other aspects need to be highlighted too
Alternative 3
 By positioning it as an affordable smart city car, the emphasis of the car being
positioned as a cheap car will be minimized. At the same, positioning it as an
affordable car which is also smart will cater to the needs of middle class consumers
who have aspirations of owing a four wheeler.
 The alternative suggests that the car is safe and feature rich, thus catering to the
functional needs of the consumers
 Overall by positioning Tata Nano as a smart city car, it can cater to both the hedonic
and utilitarian needs of the consumers
1. Segmenting Customers
 Geographic- Urban and semi-urban areas
 Income – Middle class
 Behavioural – Safety, Features, and Style
2. Product :
Fuel efficient, technological features, stylish
3. Price:
Low-cost
Comes in three variants in terms of features and price
4. Place:
Available at all Tata Motors stores across India and through dealers in semi urban areas
5. Promotion :
Digital advertisements, social media campaigns and print media for promotion
Aggressive PR for changing media perception of Nano being the world’s cheapest car