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TATA
A MARKETING PROSPECTIVE
The Peoples Car.
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"A promise is a promise
The people's car, Tata Nano was finally
launched in Mumbai on 23rd March, 2009
Tata Motors is going to change the face of
Indian automotive industry.
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KNOW THE NANO
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Nano
Nano CX
Nano LX
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Features of Tata Nano
An incredibly spacious passenger compartment which cancomfortably seat four adults.
Its small size coupled with a turning radius of just 4 meters makesit extremely maneuverable in the smallest of parking slots.
Under its wee hood, the 600-kilogram 2-cylinder, 624-cc, rear-mounted gasoline engine can push it to a top speed of 105 km/hr
On the matter of safety
All sheet-metal body,
Reinforced passenger compartment, crumple zones,
Intrusion-resistant doors, besides mandatory seat belts
complies fully with existing Indian safety standards.
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Feel NANO from inside...
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Major Highlights
Warranty: 18 months or 24,000 km whichever
is earlier
Colour Options:Nano base: Bright red, Ivory white, Summerblue
Nano CX: Bright red, Ivory white, Summerblue, Champagne gold, Lunar silver
Nano LX: Champagne gold, Lunar silver,
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SWOT ANALYSIS
Strength
Cheapest
Stylish
Eco friendly
Fuel efficiency
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SWOT ANALYSIS
Weakness
NoAC on std. model
Window wind down by hand
Manual steering No air bag
624cc two cylinder engine gives speed of 70kmph
or 43mph Body work made of sheet metal and plastic
Plastic and adhesive replaces welding
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SWOT ANALYSIS
Opportunity
Low maintenance
World wide appeal
Cost control
Parking space
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SWOT ANALYSIS
Threats
Traffic congestion
Security not sure
Bad impression due to late entry in market
Cost may be increases in future
Competitor may arise
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ComparisonNano Maruti 800 Alto Santro
Base Model Nano M800 Std Alto Santro Non-AC
Plus Air
ConditionerNanoCX/LX M800AC Alto LX/LXi Santro GL/GLS
Plus Heater NanoCX/LXFeature Not
AvailableAlto LX/LXi Santro GL/GLS
PlusTinted
GlassesNanoCX/LX M800AC Alto LX/LXi Santro GL/GLS
Fully Loaded NanoL
X M800A
CA
ltoL
Xi Santro GL
SPlus FrontPower
WindowsNano LX
Feature Not
Available
Feature Not
AvailableSantro GLS
Plus Body
Colored
Bumper,DoorHandle &ORVM
Nano LXFeature Not
Available
Feature Not
Available
Santro GLS (Only
Body Colored
Bumper)
Plus Central
LockingNano LX
Feature Not
Available
Feature Not
AvailableSantro GLS
Plus Front &
Rear Fog Lamp Nano LXFeature Not
Available
Feature Not
Available
Feature Not
Available
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NANO PRICE
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NonAC standard version comes with an ex-factory price of Rs 1 lakh and will cost just over
Rs 1.23 lakh in Delhi
AC version would be priced at Rs 1.48 lakh in
Delhi
Deluxe version would cost 1.72 lakh in Delhi
The booking amount would range from Rs95,000 to Rs 1.4 lakh for different versions
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Booking Information: The sale of application forms and acceptance of booking will start from
April 9th 2009 till the end of day April 25th 2009.
Forms will be available 7 days before the booking date is announced
and will be available only for 14 days.
Dealers are expecting about 10 lakh bookings, TATA 5.2 lakh,Actual2.03 lakh
Booking forms will be available at: SBI, Westside, Croma store, 400
TATA MOTORS dealers across the country.
Cost of these forms: Rs 200-300.
Online bookin also available. Ex ected: 90% bookin from dealers..
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Only one form per customer will be accepted.
Booking amount: 70-80% of the car's ex-
showroom cost.
After booking closes, allotment will be done
on the basis of random number lottery.
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For those who seek financing, Tata Motorshas entered into agreements with 15
preferred banks/NBFCs
Tata Nano can be booked by paying an
amount starting Rs. 2999/- only.
Their chosen financier will directly submit
their application forms to the State Bank ofIndia on their behalf.
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The preferred financial institutions are:
State Bank of India, Tata Motor Finance, StateBank of Patiala, ICICI Bank, State Bank ofTravancore, State Bank of Mysore, State Bank ofHyderabad, State Bank of Bikaner and Jaipur,
State Bank of Indore,Axis Bank, Punjab NationalBank, Federal Bank, Corporation Bank, IndianBank, and the Central Bank of India.
Total Booking 2.03 lakh cars amounting 2500 cr. 20% Nano Standard, 30% for the Nano CX and the
remaining 50% for the top-end Nano LX
70% Financed by bank
30% by cash
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NANO PLACE
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Nation wide launch.
6th Pay commission.
Distribution through dealer network
International variant NANO Europa is to belaunched in 2012.
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NANO PROMOTION
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A lot has been talked about this car.
Usually with the launch of a new product acompany goes into a spending huge amount
in publicity.
However, Nano managed to get free
publicity because of the hype which wasassociated with every move that it made.
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Singur issue
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Advertising
Presented a prototype in theAuto Expo
(Delhi) 2007
Presented at the 78th Geneva Motor Show onMarch 2008
Showdiff and Rediffusion DY&R
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The Tata Nano website recorded anunprecedented 3 crore hits from the date oflaunch of the car.
About 14 lakh people walked in to TataMotorShowrooms
NA
NO Capsule
NANO break
Nationwide ad competition.
Blessings for Nano.
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Printed Adds
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MERCHANDISE AND ACCESSORIES
The range of merchandise includes a Nano
phone, Nano watch, T-Shirts, etc.
These are made available online atwww.tatanano.com,All Tata Motors PassengerCar dealerships, & Westside & Croma outlets.
Tata Indicom will also market the Nano phone
Titan the Nano watch
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NANO in Arunachal
Total of 400 forms have been issued by theTML dealer.
Transportation Charge will be on the owner
No road test
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"The journey started six years ago when wedecided to deliver a family car atthe lowest
possible prices . It is to the credit ofthe team
what we have achieved ittoday"
------ Ratan Tata at the launch of the car.
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THANK YOU
Wishing all the very best to TATAs baby