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‡ Though the one lakh price tag is not fixed by
TATA group, it was the word of mouth of
people which fixed that range. This
expectation of people creates a big challenge
for the company. To accept this challenge
the following strategies are followed:-
‡ Target costing method
‡ Penetration pricing
‡ Low pricing policy with minimum profit
margin.
 
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ã masic Tata Nano Std priced at
1,23,000Rupees (1700 Euros).

ã Deluxe Tata Nano CX at 1,51,000 Rupees

(2100 Euros) has air conditioning.

ã Luxury Tata Nano LX at 1,72,000 Rupees

(2400 Euros) has air conditioning, power
windows and central locking.
p 

Promotional Tag line :
-


 




   
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. mooking Details.
OO 

The game by
å
 was a
great move to
spread word
about the car.

r
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· Racebook

· mlog

· Orkut

· YouTube
O   O
 a

    Tata partnered with a few banks for releasing
application forms.
 ë
      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.
 Ô  Tata didn't invest heavily into TV commercials.
Instead of anchors saying µwe¶ll be back after a short break¶ on TV
channels, now they¶re saying, µWe¶ll be back after a O  break.¶

!!
 pO

· The grand launching ceremony
of Tata Nano was covered by all
kind of media personal.
personal. It was a
front page headline in many
leading newspapers.
newspapers.
· International motor show at
Geneva where Mr.Mr. Tata shows
the Nano in front of international
media..
media
· musiness tycoon like Mr.
Mr. Tata
when delivered the first Nano to
a comman person, itself it makes
a big news.
news.

!

m O
‡ So far we know TATA, it¶s 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.
pmp 
m m 

‡ As Tata is going to provide this car with rupees

one lakh only, so it may not give the same
service like it¶s other vehicles.
‡ mut it¶s post purchase services will be better than
a costlier bike.
‡ Customers may get minimum three services
from Tata in any of it¶s servicing center, all over
the country.
‡ We the future customers, can also hope for
additional services from TATA group.
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 rural and urban
O

 family size & income.
m 
 benefit & user status.
4 
 
Executive two wheeler segment,
second hand car user, auto rickshaw market, middle
and lower income group people.
4  TATA intending to place in the mind
of the consumers as a people¶s car.

m
 Undifferentiated marketing.

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