1. SEGMENTATION, TARGETING
AND POSTIONING
OF TATA NANO
The Ground Breaking
Concept
And it’s FAILURE…

2. OUTLINE
A Man buys a car for
what he wants to be and
not for what he is

3. About TATA MOTORS
•TATA motors was founded in the year 1945
•Tata Motors has auto manufacturing and assembly
plants in Jamshedpur, Pantnagar, Lucknow,
Sanand, Dharwad and Pune in India
•TATA motors manufactured its commerical vehicle
in 1954
•They entered into passenger vehicle market in the
year 1991

4. NANO
•Nano was introduced at January 10th, 2008 in New
Delhi
•It is the cheapest car in the world today
•Nano attracted media attention due to its low price
•It has two models Nano CX and Nano LX
•Nano was introduced at the price of Rs.1,00,000
but as of 2012 Nano’s price is around Rs.1,50,000
due to increasing in material cost

5. 4P’s
Product
•Nano was presented at the 9th Annual Auto Expo
on January 10, 2008 in New Delhi
•Aimed Primarily at Indian Market
Price
•The price of Nano got fixed at Rs 1 lakh
•Low pricing policy with minimum profit margin

6. Place
• Tata Motors has an extensive dealer network
covering Indian and International markets
Promotion
• Publicity as One lakh car by word of mouth
communication
• 30 million hits
• Received 2Lakh applications

7. Nano’s Journey???

8. SEGMENTATION
•Bikers can be Motivated
•Created a Niche Market

9. TARGETING
FOCUS MARKET – Intended for the MASS
Market

10. POSTIONING
TATA –NANO was positioned as Logical
Upgrade for a family of four with two wheeler
It also attracts the small car buyers like Maruti
Alto, Maruti 800, etc.,

11. To Position TATA NANO in a
BETTER Way
• Position Strategy should be different for rural,
urban , and Smaller cities
• Promotions were based on “Affordability”
Not on attributes like performance, efficiency..
Used Car Market had much competiton

12. SWOT Analysis
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Strength
Weakness
Opportunity
Threats

13. THANK YOU