Marketing Plan for the Tata Nano
Tata Group
MARKETING PLAN BY
Manu Joseph
Section C
PRN: 147
Executive Summary
The Tata Nano is an inexpensive, rear-engined, four-passenger city car built by the Indian company Tata Motors and is aimed primarily at the Indian domestic market. Tata Motors began selling its "one-lakh car" in March, 2009. This nickname is due to the Nano's price point, near 100,000 (one lakh rupees). Tata Motor Chairman, Mr Ratan Tata envisions that Tata Nano to become a “People’s car“ which is affordable by almost everybody.
What makes Tata Nano so cheap? Basically, by making things smaller, lighter, do away with superficial parts and change the materials wherever possible without compromising the safety and environmental compliance. It is said that Tata Nano has better millage than Toyota Prius and same gas emission as a scooter. In 2008 the Financial Times reported: "If ever there were a symbol of India’s ambitions to become a modern nation, it would surely be the Nano, the tiny car with the even tinier price-tag. A triumph of homegrown engineering, the Nano encapsulates the dream of millions of Indians groping for a shot at urban prosperity."
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 airbags in base model * 623cc engine has only 2 cylinders * No air conditioning in base model
Tata Motors has set the stage for the all new diesel version for its wonder car again aiming to sky rocket its car sales. It is expected to be an excellent option for those who are looking forward for a low priced fuel efficient car. Tata Nano diesel variant is assumed to be powered with 600 to 700 cc mill. Well Tata Nano is
MARKETING PLAN BY
Manu Joseph
Section C
PRN: 147
Executive Summary
The Tata Nano is an inexpensive, rear-engined, four-passenger city car built by the Indian company Tata Motors and is aimed primarily at the Indian domestic market. Tata Motors began selling its "one-lakh car" in March, 2009. This nickname is due to the Nano's price point, near 100,000 (one lakh rupees). Tata Motor Chairman, Mr Ratan Tata envisions that Tata Nano to become a “People’s car“ which is affordable by almost everybody.
What makes Tata Nano so cheap? Basically, by making things smaller, lighter, do away with superficial parts and change the materials wherever possible without compromising the safety and environmental compliance. It is said that Tata Nano has better millage than Toyota Prius and same gas emission as a scooter. In 2008 the Financial Times reported: "If ever there were a symbol of India’s ambitions to become a modern nation, it would surely be the Nano, the tiny car with the even tinier price-tag. A triumph of homegrown engineering, the Nano encapsulates the dream of millions of Indians groping for a shot at urban prosperity."
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 airbags in base model * 623cc engine has only 2 cylinders * No air conditioning in base model
Tata Motors has set the stage for the all new diesel version for its wonder car again aiming to sky rocket its car sales. It is expected to be an excellent option for those who are looking forward for a low priced fuel efficient car. Tata Nano diesel variant is assumed to be powered with 600 to 700 cc mill. Well Tata Nano is