Marketing XLRI
Marketing Plan for Tata Nano
15 May 2014
XLRI, JAMSHEDPUR
TEAM MEMBERS (# 9)
ABU ASIF HASAN
AJIT SINHA
AKASH PRIYRANJAN
ASHUTOSH TRIPATHI
GYANESH DUBEY
SUMANTRA KAHAN
MP13001
MP13003
MP13004
MP13017
MP13026
MP13060
Marketing Plan - Nano`
XLRI- JAMSHEDPUR
Acknowledgement
The Project on “Marketing plan for Nano” is the glimpse of the gamut of marketing activities proposed for Tata Nano. This project has helped all group members to correlate all marketing concept under one umbrella. The project has enabled us to use all marketing I and II concepts in a practical aspect.
We sincerely thank Prof. Narasimhan Raj Kumar for acting as a torch bearer for guiding us in completing the project. Our group gained valuable inputs in our focused interaction with
Professor.
Our group would like to express gratitude towards our organizations for providing us the relevant data as required for completion of the project.
We would like to express our special gratitude and thanks to Mr.Ashok Jaiswal for giving some unsought data.
2|Page
Marketing Plan - Nano`
XLRI- JAMSHEDPUR
Index.
SL No Description
Page No
1
Product
2
2
Core Strategy
6
3
About the Company
6
4
SWOT Analysis
7
5
Porter’s 5 forces
9
6
Segmentation based on Demographics
10
7
Perpetual Mapping
12
8
STP Analysis
13
9
Marketing Mix
14
10
Financial Lookup
18
11
Contingency Plan
19
3|Page
Marketing Plan - Nano`
XLRI- JAMSHEDPUR
Product
Tata Nano is a vehicle intended to provide safe and affordable transport to families. The targeted group consists of families who are unable to afford the existing entry level car model and therefore are two wheeler owners but feel unsafe and uncomfortable when travelling as a family in inclement weather .They therefore want a four wheeler with weather protection but with a cost of ownership comparable with owning a couple of two wheelers .
Cars and two wheelers are Specialty goods. Customers spend a long time in making the decision and are
15 May 2014
XLRI, JAMSHEDPUR
TEAM MEMBERS (# 9)
ABU ASIF HASAN
AJIT SINHA
AKASH PRIYRANJAN
ASHUTOSH TRIPATHI
GYANESH DUBEY
SUMANTRA KAHAN
MP13001
MP13003
MP13004
MP13017
MP13026
MP13060
Marketing Plan - Nano`
XLRI- JAMSHEDPUR
Acknowledgement
The Project on “Marketing plan for Nano” is the glimpse of the gamut of marketing activities proposed for Tata Nano. This project has helped all group members to correlate all marketing concept under one umbrella. The project has enabled us to use all marketing I and II concepts in a practical aspect.
We sincerely thank Prof. Narasimhan Raj Kumar for acting as a torch bearer for guiding us in completing the project. Our group gained valuable inputs in our focused interaction with
Professor.
Our group would like to express gratitude towards our organizations for providing us the relevant data as required for completion of the project.
We would like to express our special gratitude and thanks to Mr.Ashok Jaiswal for giving some unsought data.
2|Page
Marketing Plan - Nano`
XLRI- JAMSHEDPUR
Index.
SL No Description
Page No
1
Product
2
2
Core Strategy
6
3
About the Company
6
4
SWOT Analysis
7
5
Porter’s 5 forces
9
6
Segmentation based on Demographics
10
7
Perpetual Mapping
12
8
STP Analysis
13
9
Marketing Mix
14
10
Financial Lookup
18
11
Contingency Plan
19
3|Page
Marketing Plan - Nano`
XLRI- JAMSHEDPUR
Product
Tata Nano is a vehicle intended to provide safe and affordable transport to families. The targeted group consists of families who are unable to afford the existing entry level car model and therefore are two wheeler owners but feel unsafe and uncomfortable when travelling as a family in inclement weather .They therefore want a four wheeler with weather protection but with a cost of ownership comparable with owning a couple of two wheelers .
Cars and two wheelers are Specialty goods. Customers spend a long time in making the decision and are
References: • • • • Gyan Research and Analytics Pvt. Ltd. Tata Motors Website. Tata Nano Facebook. Maruti Suzuki Website. 20 | P a g e