SEGMENTATION, TARGETING AND POSTIONING

OF TATA NANO

The Ground Breaking Concept

And it’s FAILURE…

OUTLINE

A Man buys a car for

what he wants to be and

not for what he is

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

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

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

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

Nano’s Journey???

SEGMENTATION

•Bikers can be Motivated

•Created a Niche Market

TARGETING

FOCUS MARKET – Intended for the MASS

Market

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.,

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

SWOT Analysis

• Strength

• Weakness

• Opportunity

• Threats

THANK YOU