Tata Nano was introduced in 2008 as a small, affordable and stylish car for medium class Indian families. While it achieved Tata's goal of an "affordable people's car", it faced several issues after launch related to safety, quality and pricing. Tata made various efforts over the years like targeting youth and focusing on safety to boost sales, but Nano struggled to change its image and sales declined. Recent reports indicate Tata is considering stopping Nano production, though it played a role in expanding car ownership in India for many years.
3. Introduction
• The Tata Nano was introduced at the 9th auto
expo by Tata Motors in New Delhi, India on Jan.
10,2008.
• Car delivery to customers started in July,2009.
• Tata Nano is made for medium class family , it is
small, affordable and stylish cars.
• The car itself is expected to boost the Indian
economy as well as the Indian car market
expanded by 65%, according to rating agency
CRISIL.
6. After launch issues
• Not suited at all to be used in hilly terrains
• There were incidents of car engine catching
fire and excess of heating
• Engine used to make a lot of noise and people
even started comparing it with an auto
• Interiors were dull with insufficient leg space
• The entire body of Nano was very light and
would get spoilt even if slightly bumped
Car related issues
7. Pricing Related Issues
• It was promised and also publicized as to be
the 1lakh rupee car of the Indian market.
• When it came for selling it costed around Rs,
25 thousand more.
8. Promotion Related Issues
• Instead of becoming the Smart car of the
Indian Market, it became the “The Cheapest
Car”.
• Car is regarded as a status symbol for the
customer.
• The USP of the Tata Nano “The car for every
Indian” ideally worked against it.
9. Marketing Mix
Product
An vehicle , covering middle and lower
middle class segment of the market,
attractive, small yet comfortable
Price
Offering the lowest price in the
segments.
Place
With the existing Tata dealers( 2nd
largest dealer and service network in
India
Promotion
Creative advertising: “Small is Big”
“ Friday hai, Nano hai”
“Sabki hai Nano hai”
4P’s
10. Year 2013 – The re-launch
• Youth: Targeting the youth of the
country the new Nano had fancy
settings and color combinations.
11. Rational Benefits: The advertisements and campaigns this time focused on
the smartness factor. They educated the prospective customers on “Why not
buy a Nano when it gives everything at a half price”.
Tie Ups: started to sponsor programs on MTV that encouraged adventure
sports and extended the campaign to National television.
Safety: It focused on the emotional aspects of a parent and advertised in a
way that parents can actually give their kids a Tata Nano instead of giving
them bikes as car is compared safer to a bike.
14. Advertisement of Tata Nano!
• Publicity as “One lakh car” by
mouth to mouth.
• Auto expo 2008 New Delhi &
Geneva
• Print and electronic media
• Social media Orkut, Facebook
16. Launch Advertisement
• Depicts the sentiments of anticipation and joy
surrounding the arrival of the Nano into a family.
• Launch film centred on bringing home “khushiya”
(joy)
• Targeted people belonging to Tier 2 and Tier 3
towns- people who’re either looking to replace
their two-wheeler with a car, or have no private
transportation and thus aspire to buy their first
car.
