SEGMENTATION, TARGETING AND

POSITIONING “NANO”Name :- Aruj Kaintura

ABOUT TATATata Motors limited is India's largest automobile company. It is the leader by far in

commercial vehicles in each segment, and the second largest in the passenger vehicle

market. The company is the world’s fifth largest medium and heavy commercial

vehicle manufacturer, and the world’s second largest medium and heavy bus

manufacturer. Established in 1945, Tata Motors presence indeed cuts across the

length and breadth of india with over 4 million vehicles, since the first rolled out in

1954. the foundation of the company’s growth is a deep understanding of customer

needs, and the ability to translate them into customer-desired offerings through

leading edge R&D.

ABOUT TATA NANO

Tata Motors has launched the TATA NANO – World’s Cheapest Car, priced at Rs

1,00,000. Ratan Tata, the chairman of TATA group and TATA motors, promised India

to build the “World’s Cheapest Car” and now its done. It was defined by the

corporation as “a comfortable, safe, all-weather car, high on fuel efficiency & low on

emissions”.

MARKET SEGMENTATION

Demographic segmentation

Age

Income

Life Style Segmentation

Living Standard

TARGETING MARKET

1) The Middle Class.

• Mainly the lower middle class

• Upper lower class

1) Usually the two-wheelers.

2) Family with 3-4 members who have troubles while

travelling on two-wheeler.

CATCH LINES AND SLOGANS

•1 lakh car to fulfill all your dreams!

•Cars are not just for the rich!

NANO : A RURAL CAR?

4%

24%

8%

54%

10%

STRONGLY AGREE AGREE DON'T KNOW DISAGREE STRONGLY DISAGREE

Nano: a rural car?

NANO : TRENDY?

6%

54%

14%

24%

2%

STRONGLY AGREE AGREE DON'T KNOW DISAGREE STRONGLY DISAGREE

Nano : trendy?

NANO : PEOPLE’S CAR?

22%

70%

0% 6% 2%

STRONGLY AGREE AGREE DON'T KNOW DISAGREE STRONGLY DISAGREE

Nano : People’s car?

NANO : MADE FOR YOUNG GENERATION?

6%

32%

12%

40%

10%

STRONGLY AGREE AGREE DON'T KNOW DISAGREE STRONGLY DISAGREE

Nano : made for young generation?

TATA NANO IS FOR….

42%

54%

4%

UPPER CLASS UPPER MIDDLE CLASS MIDDLE CLASS LOWER MIDDLE CLASS LOWER CLASS

TATA Nano is for….

CONCLUSION

• Nano is not really perceived as a rural car.

• Nano is trendy

• Nano is people’s car

• Nano is for middle and lower middle class