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Marketing Mix

Tata Nano

Company profile
 Mr. Ratan Tata is the chairman of the TATA Company
 The business operations of the Tata group - communications and information technology, engineering, materials, services, energy, consumer products and chemicals.
 The major companies-Tata Steel, Tata Motors, Tata Consultancy Services (TCS), Tata Power, Tata Chemicals, Tata Tea, Indian Hotels and Tata Communications
 Tata group provides IT solutions and services to customers worldwide systems integration, hardware manufacturing and educational services.  Tata Motors Limited is India's largest automobile company, with revenues of Rs. 32,426 crores (USD 7.2 billion) in 2006-07.

 It is the leader by commercial vehicles in each segment.  The company is the world's fifth M&HCV manufacturer, and the world's second largest medium and heavy bus manufacturer.
 Annual turnover of over Rs 108 billion.
 The company has manufacturing plants at Jamshedpur, Pune and Lucknow, Bangalore, Chennai, Noida, Uttaranchal & Singur, & has many more manufacturing & R&D units abroad.
 Focusing on new technologies and innovation to drive its business in India.

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Marketing Mix

Tata Nano

Marketing Mix

1.

Product: Tata has a very wide range of products it has passenger cars, utility vehicles, Trucks, Commercial passenger Carriers and Defence Vehicles.

 Nano received media attention due to its targeted low price.  The Tata Nano is a rear-engine, fourpassenger ,city car built by Tata Motors,
 It was first presented at the 9th annual Auto Expo on 10 January 2008, at Pragati Maidan in New Delhi, India.
 From Singur to Pantnagar (Uttakrkhand)
 Aimed primarily at the Indian market.

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Marketing Mix

2.

Tata Nano

Price: The prices of Tata motors are generally affordable acceptable by the general public at large. Tata always have something for the lower class people with Nano being their trump card. Giving discount every month and special promotion for certain type of vehicle also one of the strong strategy use by Tata Motors. Discount can be made from Company’s profit or from dealer’s profit at certain range.

Pricing strategies:
 Penetration pricing
 Low pricing policy with minimum profit margin.
 Though the one lakh price tag is not fixed by TATA group, it was the word of mouth of people which fixed that range. This expectation of people creates a big challenge for the company.

3.

Place: Tata Motors has an extensive dealer network covering Indian and International markets. Wherever you are, there is a Tata Motors Sales and Service dealership close to you. The channel of distribution, physical location, and dealership method of distribution and sales is generally adopted. The distribution of vehicle must be in a very systematic way, from the plant to dealership and to end user. This is not only in India itself but also to the world-wide dealership.

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Marketing Mix

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Tata Nano

Promotion: Tata motors promote their products via Advetising and after sales services.

 Enough use of one of the most important element of promotion mix, publicity reduces the necessity of other promotional devices for nano.  Publicity as “One lakh car” by mouth to mouth.
 Auto expo 2008,New Delhi & Geneva
 Publicity through print & electronic media
 Singur violation.
For other type of promotional activities, cost factor that is 1 lakh price tag is to be keep in mind, TATA is going to launch its nano mobile for indicom user, nano watches, nano T-shirts available in Westside stores.

Advertising: - TV & other mass media will be less effective, thus too much money will not be invested in this regard. Mainly word of mouth advertising will get more emphasis.
Internet will be a major media for advertising.
 Online buzz:-Nano has gone beyond the traditional methods of advertising and promotion online.
 Official Orkut community Members - 6,906.
 Official Facebook Group Fans - 4,210
...
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