NANO

A Failed Product
AGENDA
• TATA GROUP
• TATA MOTORS
• NANO LAUNCH, MOTIVE
• FEATURES
• NANO PRODUCT MIX
• PUBLIC RESPONSE
• SALES TRENDS
• COMPANY’S RESPONSE
• COMEBACK VARIANTS
• CONCLUSION
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The Tata Group

• The Tata Group was founded as a

private trading firm in 1868
byentrepreneur and philanthropist
Jamsetji Nusserwanji Tata.
• In 1902 the group incorporated the
Indian Hotels Company to
commission the
• Taj Mahal Palace & Tower, the first
luxury hotel in India, which opened the
following year.

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 TATA MOTORS
• Tata Motors Limited is an multinational
automotivecompany, headquartered in Mumbai,
and part of the Tata Group. The company produces
cars, trucks, vans, and busses.

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NANO
• NANO :
• Tata nano is a product of the parent company Tata
Motors and built with the intention of manufacturing
and selling in India. It was launched on 10 January
2008.
• Tata nano has an apt tag line “People’sCar” and this
concept has led to its popularity in the Indian
automobile market.
• This has been Ratan Tata’s answer to the middle
class family’s quest of an affordable car. The
consumers have appreciated the transportation
solution.

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NANO
Here are some of the key features and
characteristics of the Tata Nano:
• Compact Size
• Affordability
• Rear-Engine Design
• Fuel Efficiency
• Basic Features
• Safety Features
• Variants
• Petrol Engine
• Easy Maintenance
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NANO
Product Mix
• Tata Nano Standard
• Tata Nano CX
• Tata Nano LX
• Tata Nano GenX
• Tata Nano AMT
• Tata Nano Electric (Nano EV)

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NANO

PUBLIC REACTION
• PUBLIC REACTION
• The major reason for Tata Nano’s failure is the
perception it creates in the minds of its target
audience.
• Branding Nano as a “cheap car” killed the
entitlement that was supposed to come with it, and
hence people did not find it worth buying.

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NANO

Sales trend
• Tata had initially intended to maintain a
production capacity of up to 2,50,000 units,
should the need arise.
• However; unfortunately, the Nano nameplate
could sell only 2,98,011 units in its entire
lifetime!

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NANO
COMPANY’S RESPONSE
• Changed pricing: At its launch, much was made of
the Rs 1 lakh price tag. The price points have been
redefined and the new variants of Nano are
expected to priced in the range of Rs 1.75 lakh to Rs
3.25 lakh.
• The company is setting up exclusive showrooms to
sell Nano cars in Tier-III and Tier-IV cities across the
country, because a typical Nano buyer is relatively
scared to go to a full-fledged car showroom.

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NANO
COMEBACK VARIANTS

• Nano Diesel Rs 2 lakh

• Nano XE Rs 2.36 lakh
• Nano Hybrid Rs 2.50 lakh
• Nano XM Rs 2.72 lakh
• Nano XT Rs 2.93 lakh
• Nano CNG XM Rs 2.97 lakh
• Nano XMA Rs 3.15 lakh
• Nano XTA Rs 3.35 lakh
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 CONCLUSION

In conclusion, the failure of nano products can be attributed to a

combination of technical, cost, regulatory, market, and perception-
related challenges that hinder their widespread success in various
industries.

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THANK YOU!