TATA NANO:

SUBMITTED TO: Ms.RAJINI JAIN

FROM: ANUSHKA SHARMA B.FTECH,ROLL NO.-03

The

ONE LAKH

Car

That Drives

A MILION DREAMS
THE PEOPLES CAR

Contents:

Idea Generation Product Specifications Comparision Market Scenario Product Features Weakness Pricing Promotion Distribution Conclusion

Idea Generation:
I saw families riding around

on scooters with kids standing up and the mother carrying a baby and sitting pillion and decided to do something about it. It started as a quest for an affordable transportation solution.

RATAN TATA

Tata Nano:SPECIFICATIONS
Looks: The snub-nosed car keeps in the tradition of the Fiat 500, Nissan Micra and the Smart.

Dimensions: 3.1 metres (10.23 feet) long, 1.5 metres wide and 1.6 metres high. Can seat four to five people Engine: A two cylinder 623 cc, 35 horsepower rear mounted, all aluminium, multi-point fuel injection petrol engine can power the car to top speeds of 105 kilometres per hour (65 miles per hour).

Tata Nano:SPECIFICATIONS
Fuel Efficiency: 20 kilometres per litre, or 50 miles per gallon is claimed Pollution: Exceeds Indian regulatory requirements and can meet strict Euro IV emission standards. In terms of overall pollutants, Tata says the car is better than twowheelers manufactured in India currently Safety: Car exceeds current regulatory requirements with a strong passenger

compartment, crumple zones, intrusion resistant doors, seat belts, strong seats .

Market Scenario:
Nearest Domestic Car Rival: Maruti 800, part of Japanese-owned Suzuki Maruti stable whose

base model sells for about 4,800 dollars -- nearly double the price of the Nano Nearest International Rival: China's Chery QQ which retails for 3,600 dollars. Market: India's car market is a huge draw because car penetration is just seven per 1,000 people, compared to 550 per 1,000 in such countries as Germany or 476 in France, according to the Society of Indian Automobiles

Tata Nano:Features
Length:- 3.1 mtr Wide:- 1.5 mtr Height:- 1.6 mtr Weight:- 600 Kg Mileage:- 20 Kmpl Fuel tank:- 15 Ltr Engine:- 624 cc Top speed:- 95-100Kph Ground clearance:- 180 mm Gear box:- 4-speed

Tata Nano:Weaknesses
Fiber body Low suspension power Low engine capacity Light vehicle

(not suitable for hilly areas)

Pricing Strategy:
The Nano's design implements many cost-reducing innovations. The Nano's trunk is only accessible from inside the car, as the rear hatch does not open. One windscreen wiper instead of the usual pair No power steering, unnecessary due to its light weight Three lug nuts on the wheels instead of the usual four Only one wing mirror No radio or CD player No air conditioning No airbags 623cc engine has only 2 cylinders

Promotional Activities:
Enough use of one of the most important element of promotion mix ,publicity reduces the necessity of other promotional devices for nano. Nano got publicity in the following ways: Publicity as One lakh car by mouth to mouth. Auto expo 2008,New Delhi & Geneva Publicity through print & electronic media

Singur violation

Distribution:
Nano has gone beyond the traditional methods of advertising and promotion online. Social Media communities:Official Orkut community Members - 6,906. Official Facebook Group Fans - 4,210 Highest View Count on You Tube- 303,006 No. of Blog Posts - 61,664 TATA have a blog on the official website TATA, its 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.

Conclusion
Awards 2010 Business Standard Motoring Indian car of the year 2010 Bloomberg UTV-Autocar car of the year[ 2010 Edison Awards, first place in the transportation category SALES DROPPED: The number dropped from 9,000 in July to 8,103 in August and 5,520 in September EUROPA

THANK

YOU