STP OF TATA MOTORS

Ruthvika. K
21BCR00198

Rohan. R Shetty Nisha Deepak

21BCR00311 21BCR00256

Team-1

Pooja. R P.M.Lekha
21BCR00274 21BCR00268
Date- 17-03-2022
 TATA MOTORS

HARRIER NEXON EV TIGOR NANO

The Tata Nexon is a
The Tata Harrier is a The Tata Tigor is a The Tata Nano is a
subcompact 5 door crossover
five-seater compact subcompact sedan compact city car that was
SUV produced by the Indian
crossover SUV produced by manufactured by Tata manufactured and marketed
automaker Tata Motors since
the Indian Tata Motors. It Motors in India based on by Indian automaker Tata
2017. It is the first crossover
was launched in Indian the Tata Tiago hatchback. Motors over a single
SUV from the brand, and
market on 2019 and is It was launched in India generation, primarily in
occupies the sub-4 meter
positioned between the in March 2017. It is also India, as an inexpensive rear-
crossover SUV segment in
subcompact Tata Nexon called Tata X Pres-T EV. engined hatchback intended
India. It made its debut as a
and the mid-size Tata It is a sub-compact 4 to appeal to current riders of
prototype exhibited at the
Safari. sedan car. motorcycles and scooters.
Auto Expo 2014.
 STP OF NANO
SEGMENTATION
Nano segmentation includes activities
related to design and development,
geographical & demographical, sales &
marketing and their parts.
Design and
development
The Nano has been developed as a
people's car with low cost high fuel
efficiency and comfort. It was later
developed into the EV Version.
Geographical and
Demographical
Nano geographical segmentation is
based on Rural, Urban.
Nano demographical segmentation is
based on Family size and income.
Sales and
Marketing
Tata Motors the parent company has a
vast and extensive distribution network
that covers every nook and corner of the
country. One can easily find a service and
sales dealership for Tata Nano because of
its parent company. Tata nano has been
able to create a brand image for itself
separate from its parent company. Today
each section of the society is aware of
this product because of its high publicity. 
TARGETING POSITIONING
The company targets customers largely
from the rural and semi-urban markets Nano positioning consists of
found at the bottom of the pyramid .This Quality, Competitor, user, and
segment comprises 85% of the brand’s product category.
market. The following are the targeting
of Nano
Middle and lower income people Quality Positioning
Nano is an affordable automobile in the 4 The overall build quality of the
Tata Nano was not at all up to
Wheeler segment
the mark. The tyres were way
too small which wasn't in tune
with the Indian roads.
Second hand car users
Competitor’s
Most of the people prefer Nano as a
Second hand vehicle for learning.
Positioning
The forever around Maruti 800 is the
closest rival to the Nano but the
Indian product is way ahead of it in
every sense. Others are Zilliqa, Kava
Labs, VoguePay and Banxa.
Auto users market Product Positioning
Nano comprises a wide range of From a people's car and the
designs like plus, twist , world's cheapest, the Nano is
according to the taste of now positioned as the smart
customers. city car for young achievers.