Market Research

on
Tata Nano

The world ‘s cheapest car

Presented By :
 Shan Aggarwal
 Mini Sharma
 Richa Arora
 Sajal garg
 Introduction to Company
 Mr. Ratan Tata is the chairman of the Tata
group .
 It is diversified in 98 firms including India’s
biggest It outsourcer and second biggest
carmaker.
 This group is 142 years old acc to economic
times 2010
 Continuous upgrade in technology with tie ups
& collaboration with global companies.
GRAVITATION
NANOVATION
“Dream-dream and dream , because dream gives
vision-vision gives thoughts and finally thoughts
lead to the action. “

 These words exactly go with chairman of tata

motors Mr. RatanTata who in the year 2003 dreamt of
producing a safe, affordable car for the common man.
Finally after a wit of five years crossing all the financial
and technological barriers Ratan Tata kept his promise
and unveiled Tata Nano on 10th jan 2007.
Tata Nano cool,smart launched by Tata motors is the
world’s cheapest car with price tag of $2500.
 Market Segmentation
As it’s the peoples car its TMS includes:
The Great Indian Middle class
For the lower middle class, the Nano will be their first car.
For the middle-middle class, it will their second car, wheels they can take to the local
market.
For the Upper-middle class, Nano will possibly be the third in their garage, for their
children to ride around.
The Tata Nano  may well turn out to be the second car of the Urban Consumer.
Working couples who own a single car, face difficulty to commute to different offices
daily as the husband drops his wife and then goes to his office. These people will not
mind to own a Tata Nano as their second car because they have already established
their status symbol with a more reliable first car.

Rich Dad will be happy as he spends less money on his son’s or daughter’s car. Though
this is not a big market, students  in urban cities are a potential niche segment.
 Geographic:
 For the narrow Indian roads Nano is just the best option.
 Tata Motors has said that dealerships based in bigger cities will be
responsible for looking after the touch points, which could be
located even in the remotest corners of the country. As per the
plan, the Tata Nano dealers in the cities would play the role of
hubs. They in turn will undertake the effectiveness of other sales
and customer touch points, which would play the spokes.. 
 Rural markets constitute around 8 percent of the Maruti’s overall
domestic sales. With the urban markets looking for luxury cars,
the rural market is the segment where Nano completely fits in and
its competitive price is just what the doctor ordered. Efficient
distribution channels, and providing financial support through
bank loans are some of the key initiatives where the automobile
giants concentrate on to tap the Indian rural markets.
 MODELS OF NANO
LAUNCHED IN 3 VARIANTS OF PETROL.

VARIANTS PRICE COLOUR

NANO 1.54 LAC RED,BLUE,WHITE

NANO CX 1.84 LAC RED,BLUE,WHITE

NANO CX 1.87 LAC GOLD,SILVER,

YELLOW

NANO LX 2.10 LAC GOLD,SILVER,

YELLOW
 Tata Nano Std BSII
 It is the base variant of Tata Nano which is BSII emission norms
compliant and it comes without few standard features like AC, Power
Windows, Central Locking, Body Colored Bumpers, etc.
 Tata Nano Std BSIII
 It offers the same features that Tata Nano Std BSII carries only the
difference is that it is BSIII compliant.
 Tata Nano Cx BSII
 The additional feature that this variant offers is Air Conditioner, tinted
glasses digital fuel gauges etc.
 Tata Nano Cx BSIII
 This variant offers same features that Tata Nano Cx BSII carries only the
difference is that it is BSIII compliant.
 Tata Nano Lx BSIII
 It is the top end variant of Tata Nano and the additional feature that this
variant offers is Power Steering, Central Locking, Body Colored
Bumpers, Front and Rear Fog Lamps, etc.
 Swot Analysis
Strengths Weakness
Ist innovation-set of benchmark
Traffic congestion

Low price Govt. may increase laws in metros

Stylish Reducing parking space

Fiber body
Environmental friendly
High fuel efficiency Low suspension

Space –internal -21 % more than M800 Light weight

external- 8% less than M800 Not suitable for hilly

areas
 .

Oppurtunuties . Threats
Created a niche market Brand equity

Diesel & electric variant Sustainability and environmentalism

Economic slowdown Due to target on small cars, the entire Indian

market has become a target for other global
competitors including Maruti Udyog,
General Motors, Ford and others
Developing low price engine oil Rising prices in the global economy

Create employment

Bikers can be motivated

“The sky is limit for a car that is priced under Rs 2 lac
and the task on hand is to ensure that every nook and
corner of the country is covered to reach out to the
Nano buyer” business line 20 aug 2010
Competitors of
Tata Nano
 Maruti 800
Manufactured by
Maruti Suzuki in India
Launched in 1984.
Over 2.5 million Maruti
800's have been sold
since then
It used to be the best
selling car in India until
2004; upon its launch
the Maruti Alto
 Maruti 800 contd …
Maruti 800 is a trusted brand for
a middle class Indian family, Its
lowest fuel consumption cost has
made this car an evergreen choice
for the buyer, Easy to park
structure, It can be smoothly
driven in an overcrowded street
or in a narrow lane, Small
structure with 4.4 meters of
radius has made it a user friendly
car, It used to be the largest
selling car in India until the
Maruti Alto recently took its title.
 Chevrolet Spark
 World's largest passenger car
manufacturer, General Motors
launched its small car
Chevrolet Spark in the Indian
market in 2007 to take on the
small car market that was
dominated by the Maruti Alto,
Maruti Zen, Maruti Wagon R,
Hyundai Santro and Tata
Indica. Chevrolet Spark gained
much popularity in the Indian
market since its launch
because of its stylish look and
quality
 Maruti Alto
Maruti Alto, best selling car in
India, is a nice car both in terms
of price and quality. A city car, it
offers the combination of good
fuel economy, better mileage and
good performance. Specially
made for Indian cities, it is easy
to drive on crowded roads. For
the starters, it is a good choice.
An interview with Dattatra Gunjal
Sales Consultant "My Car Pune”
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Due to terms and conditions of Maruti,

Mr.Duttatraya could not let us record
his interview.
 Tata Nano Maruti
Chevrolet Spa
StandardDetai rk 1.0 Maruti Alto 800 Std
ls BSIIIDetails
EDetails
New Car On-Road Price New Car On-Road Price New Car On-Road Price

Cup Holders No Yes Yes No

Tubeless Tyres Yes No No
Child Safety
No Yes No No
Locks
Mileage
24 km/liter 16 km/liter 18.3 18.7 km/liter
(Highway)
Mileage (City) 17 km/liter 12 km/liter 13.6 13.1 km/liter
Mileage (Overall) 18.4 km/liter 14.7 km/liter 14.54 14.2 km/liter
Seating Capacity 4 Person 5 Person 5 4 Person
Fuel Tank
15 Liters 35 Liters 35 28 Liters
Capacity
No of Doors 4 Doors 5 Doors 5 4 Doors
105 kmph
Maximum Speed 156 Km/Hour 137km/ph 144 Km/Hour
Km/Hour
 Tata Nano Maruti
Chevrolet Spa
StandardDetai rk 1.0 Maruti Alto 800 Std
ls BSIIIDetails
EDetails
624 cc, 2
Engine Type In-Line Engine Fc engine In-Line Engine
cylinder, MPFI
Displacement 624 cc 995 cc 796cc 796 cc
63 @ 5,400 37.5@5,000
Power 35PS @5250rpm 47ps@6200rpm
(PS@rpm) (PS@rpm)
48Nm 9.2 @ 4,200 6@2,500
Torque 62nm@3000rpm
@3000rpm (kgm@rpm (kgm@rpm)

No of Cylinders 2 4 3 3
Cylinder
in-line Inline Inline
Configuration

Fuel System MPFI SEFI MPFI

Gears/Speeds 4 5 4
 Tata Nano Maruti
Chevrolet Spa
StandardDet rk 1.0 Maruti Alto 800 Std
ails BSIIIDetails
EDetails
Minimum
Turning 4 4.6 m 4.4 m
Radius

Wheel Type Steel Steel

135/70 R12
(front),
Tyres 155/65 R12 155/70 R13 145/80 R12 145/70 R12
(rear)
Tubeless
Overall Length 3099 mm 3495 mm 3495mm 3335 mm
Overall Width 1495 mm 1495 mm 1475mm 1440 mm
Overall Height 1652 mm 1518 mm 1460mm 1405 mm
Wheel Base 2230 mm 2345 mm 2360mm 2175 mm
Ground
180 mm 170 mm 166mm 170 mm
Clearance
Differential Advantage of TATA
Nano
World’s cheapest car.
Small size
Fuel efficiency
Low maintenance cost
Low booking amount
And…
The Rakhi Sawant Advantage
We mean the


controversial Advantage

The Singur plant controversy added to the publicity of

Nano. It was talked about even more than before.
Differential Advantage of TATA Nano
World’s cheapest car.
Small size
Fuel efficiency
Low maintenance cost
Low booking amount
And…
 PROMOTION STRATEGY
 Tie up with various shopping malls and displaying the car
and also providing test drive on the spot.
 Customizing the car according to the customer wants i.e.
providing them with power windows in the basic model
and charging accordingly for value added features.
 Social media communities:
 Official Orkut community members -6906
 Official Facebook group fans-4210
 Marketing Media
 Online Marketing:

1) Website:
TataNano.com A website dedicated to Tata Nano is up and
running since January last year. The website saw huge
spurts in traffic when it was the website was released and
when the car was launched. The folks at Tata have a done a
good job at building a beautiful website which experience
wise is also good.
Website

2) Social Media:
There are definitely some efforts to use social media to
market the car.

a) Blog: The blogs for discussions in
various sites.
b) Orkut: Orkut is one of the most popular social
networking platforms in India and thus an obvious
choice to pitch. There's a user profile for Nano which
has a few pics and videos and has around 350 friends.
Also, there's a group dedicated to the care which has
around 11,000 members. The group was started back in
May, 08.
.
c) Facebook: Facebook is also a top networking
site amongst Indians and there are some attempts to
market Nano here too. There's a fan page for the car
with about 6000 fans, a few videos and picture albums.
Here again the interaction levels from company reps
are quite low (if at all).
d) YouTube: There's also a YouTube channel for
Tata Nano which has some 78 subscribers and has
managed to generated more than 10,000 views on
videos of the car
4)Nano game
The game by Zapak was a great move to spread
word about the car and it seems to have really
worked well in doing it's job. There are a lot of
claims that the game has been played millions of
times since its launch. It's a simple and easily
accessible game, which anyone with a browser and
internet connection can play.
5) Online Advertisements:

The blogosphere and indian

media sites were inundated with
ads for Tata Nano. The ads came
in all shapes and sizes and were
definitely noticed. Though not
directly a part of marketing, it's
an important aspect of Nano's
promotional campaign.
 Offline Marketing

1) Collaborations:

As a part of their strategy to avoid premium for
booking Nano, Tata partnered with a few banks for
releasing application forms. Though the reason behind
the move was different, it did help a lot in marketing
Nano as the banks used their resources to market their
collaboration with Tata to attract more and more
applicants. ICICI bank for example initiated a whole
campaign to get noticed and spread the word.
2) Mall Promotions:

As is the case with most automobile companies,

Tata too ran a series of promotional activities on
Malls to get Nano in front of perspective buyers.
3) Leveraging Existing Infrastructure:

Tata, a giant brand that it is has also leveraged it's

umbrella groups to market Nano. Now you can
find Nano merchandise, application forms and
demo cars in Tata Indicom,Titan, Croma and
Westside stores
4) TV: Though Tata didn't invest heavily into TV
commercials; they did get a few channels to use the
word ‘nano’ instead of small wherever possible. For
instance, instead of anchors saying ‘we’ll be back after
a short break’ on TV channels, they’re saying, ‘We’ll be
back after a nano break.’
Tata Nano won the Indian Car of the
Year 2010 award at Business Standard
Motoring Awards 2010
Tata Nano won the 'car of the year' of
Bloomberg UTV-Autocar awards
Tata Nano won the first place in 2010
Edison Awards under transportation
category
Why people will not buy Nano
. Most of the people in India will be first time buyers
for whom a car is a status symbol, a symbol of their
progress into the rich community. They wouldn’t like
to buy a car branded as Aam Aadmi’s Car, because they
don’t like to see themselves as an Aam Aadmi anymore.
Safety problem
Late delivery
Size and shape
 OU
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