(44)Ashraf Shaikh
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NAME: ASHRAF SHAIKHCLASS: T.Y.BMS.
ROLL NO: 44
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Meaning Of Product
Product Development
Stages Of Product Development Idea generation
Idea screening
Concept testing and development
Marketing strategy
Business analysis
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To study about how a product- Tata Nano wasdeveloped based on marketing theory of productdevelopment.
To study about what made possible for Tata todevelop and produce a car for just Rs. One lakh.
To study the objectives and target customers ofTatas one lakh car
To study and compare between Tata Nano andMaruti 800
To study on customers buying behavior andpreferences and views about Tata Nano andMaruti 800 by various methods of data collection.
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Tata Motors was established in 1945, when thecompany began making trains.
It has its manufacturing base in Jamshedpur,
Lucknow, Pune and soon one more plant is goingto established at Singur, West Bengal.
Product Manufactured - Passenger Cars andcommercial vehicle.
Installed Capacity - 350,000-400,000 vehicles a year Investment - Rs 2,500 crore (Rs 25 billion)
Turnover - $21.9 billion (Rs 967,229 million)
Employees - 2,46,000.
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Product Development And Nano
Idea Generation And Nano
Idea screening
Concept Testing And Developing
Business Analysis Cost
Total sales estimation
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A promise is a promise, said Rattan Tata, Chairman, TataMotors, on 10th January, 2008, when the Nano was first displayedat the Auto Show in Delhi. The Nano project didnt grab theattention of only Indians; the entire world had their eyes glued tothe worlds cheapest car.
Idea conceived by - Rattan Tata
Cost of development - 1700 crores
Manufacturing cost(excluding dealer margin and taxes)- Rs 65,000 per unit
Development of Design - India
Time for designing the car - 4 years Team - A team of 150 engineers,
everyone below age 28
Biggest hurdle - To make a car cheap carwithout Compromising design
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Specification
Variants
Future Comparison
Looks
Insight
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This will result into:OLD GENERATION NEW GENERATION
http://bp1.blogger.com/_3XY-2tdsvwk/R4jxw7LMLVI/AAAAAAAAAlM/Ndww0W2Nn70/s1600-h/tata+nano+car-target.png -
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STRENGTH
Brand name TATA Cost price low
Fuel efficient
Safe
WEAKNESS Low power
Not a status symbol
Delay in manufacturing
Limited features
OPPORTUNITIES Large market for selling
Awareness in themarket
First car in low range Can hit in global
market
THREATS Company rival
Not sure to hit in ruraland semi-urban areas
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Myth no 1: Nano is an unsafe car
Myth no 2: Nano will greatly increase the Pollution Level
Myth no 3: Nano will struggle to perform
Myth no 4: Nano has very little leg room
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Myth no 5: Cheap means Uncomfortable
Myth no 6: Its very difficult for a rear - engine car to work
Myth no 7: There is a shortage of storage space
Myth no 8:
Cutting Corners is evident everywhere
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COST: The dealer price in Delhi is 1.97 laths and the road price is
approximately 2.28 lakhs Indian rupees. The dealer price of Nano is just 1.00 lakhs rupees and the road
price is only 1.26 lakhs rupees.
ENGINE: Maruti 800: 800 cc Tata Nano :623 cc (better fuel than Maruti 800)
ENGINE TYPE: Maruti 800 petrol/LPG Nano : petrol (diesel version will be later)
SEATING CAPACITY: Maruti 800: 4+1 person
Nano: 4+1 person
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FUEL TANK CAPACITY:
Maruti 800 : 28 Lt. (petrol), 19.2 (LPG) Nano : 30 Lt.
WEIGHT Maruti 800 : more than 690 kg (gross weight is 1000 kg) Nano : more than 600 kg
SEGMENT: Maruti 800 : middle class people Nano : lower and middle class people.
FUEL CONSUMPTION:
Maruti 800 : city 13.6 km and highway 17.6 km Nano : city 22 km and highway 26 km
TOP SPEED: Maruti 800 : 120 km/hr Nano : 90 km /hr
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DIMENSIONS:
BREAKS:
Maruti 800 : Front Disk, Rear Drum
Nano : Front Disk, Rear Drum MILEAGE:
Maruti 800 : 18 Kmpl
Nano : 24 Kmpl
Dimensions Maruti 800 Tata NanoLength 3.335 meters (131.3
inch3.1 meters
Width 1.440 meters (56.7inch)
1.5 meters
Height (55.3 inches) 1.6 meters
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COLOURS:
Maruti 800 :
Tata Nano :
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Research methodology deals with the variousmethods of research. The purpose of the
research methodology is to describe theresearch procedure used in the research.
Research methodology helps in carrying outthe project report in by analyzing the various
research findings collected through the datacollection methods.
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The success of any project or market survey dependsheavily on the data collection and analysis. It isnecessary that the data collected is a reliable data inorder to achieve the research objective. For researchregarding the views of people about Tata Nano and itscomparison between Tata Nano and Maruti 800 twotypes of data collection methods were used.
Primary Data
Secondary Data
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Primary data is the data, which are fresh and
collected for the first time, and are original incharacter. There are various Primary Data
Collection techniques, which have helped in datagathering. This was collected through questioner.
Questionnaires are a popular means of collectingdata, but are difficult to design and often require
many rewrites before an acceptable questionnaireis produced.
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SECONDARY DATA:
Secondary data are those data, which have beenalready collected or published for the purposeother than specific research need at hand.
This data is simply used up by the researcher forhis purpose of collected data and its used for thesame purpose.
The secondary data sources here in this projectare: 1) Websites
2) Books
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Here, blue color indicates that people are aware of tata Nano And red color indicates the % of people who are not aware of
tata Nano. While analyzing the chart, we can know that only 3%
of the total sample population is not aware about tataNano. This shows the great effect of media, newspaperand launching of this product.
% of people who are aware of tata nano
yes
no
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Here on x- axis, no of respondents is given. And on y axis the age groupis given.
Blue triangle indicates willingness to purchase tata Nano.
Red triangle indicates that the respondent is not willing to pruchase it
And green indicates that the respondent is not sure.
While analysing this chart, we can see that the young generation is egar tobuy the product. While due to some misunderstandings about tata nano,the older generation doesnt desire to buy it or are not sure about it.
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This chart shows the preference of the respondent. Thequestion asked in the questioner was, if you were tobuy one of the following, which would you prefer. theoptions given were:
Motor bike Maruti 800 Tata Nano By having a glance at the chart, we can see that majority went
for Tata Nano. Maruti 800 got very less votes. This shows atough time for Maruti in future.
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The question asked here was, do you think Nano will besuccessful the options given were
yes no not sure.
Its very interesting to note here that none of the
respondent said that Nano wont be successful. As shownin the chart, the portion of purple color which showsfailure is not there at all.
But again everybody does not believe in its success. Asseen from the chart, 50% of the respondent has a doubtabout success of Nano.
views on success of nano
success
not sure
no success
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In this chart, number of respondents is given on the yaxis and some features are given on x- axis.
The question asked here is, What is it that makesNano a peoples car?
By analyzing the chart, we can say that people considerthe cost factor the most for Nano followed by theinnovation. Even looks has got quite positive reply. Nanois a product that is developed perfectly at minimum costwithout sacrificing the quality
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Positive Response
Negative Response
Mixed Response
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My Opinion:After the study of various aspects I found that
Nano car is definitely not for - Someone looking for better performance Someone who is looking to impress
Someone who want to speed trial on Sunday Someone who is looking for long drives.
But Nano car is definitely for - Someone who is looking to buy a car but cannot afford
much price. A students who want to go college, tuition instead of bike
etc. Someone who depends on second hand car. For a house wife who can buy a car with her own savings.
Someone who depends on scooter.
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In India every one can afford a Nano, just as we
buy any electronic appliances for a home uses. Decrease in price of second hand car.
High traffic on roads due to sale of exceeds car
on roads. Increase in loan on car installments.
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