Date post: | 12-Sep-2014 |
Category: |
Business |
View: | 734 times |
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To develop TATA into a world class
Indian car brand for innovative
and superior value vehicles
VISION
• To be the most admired multi-national Indian
company producing vehicles that people love to buy
• To create an organization that people enjoy
working for doing business with and investing in
Mission
A DRIVE TOWARDS… PROSPERITY – “NANO”
• Length:- 3.1 mtr• Wide:- 1.5 mtr• Height:- 1.6 mtr• Weight:- 600 Kg• Mileage:- 20 Kmpl• Engine:- 623 cc• Top speed:- 95-105 Kph• Gear box:- 4-speed
The product feature
Vehicle Summary
Body Type Hatchback
Seating Capacity 4
Transmission 4 Speed Manual
Suspension McPherson strut & Independent coil spring
Brakes Front Disk, Rear Drum
Fuel Tank 30 Litres
Ground Clearance 180 mm
Wheels 12 inch
VARIOUS COLOURS OF “THE WONDER CAR”
Petrol Engine2 cylinder petrol all aluminium Engine
624 ccBosch multi-point fuel injection (mpfi)
VariantsModels Ex-showroom
prices
Nano Standard Rs 1,23,360Nano Deluxe-Cx Rs 1,51,360Nano luxury-Lx Rs 1,72,360
Diesel Engine
Jointly developed with Diesel Engine
684 cc
Smallest Common Rail Turbocharged Diesel engine
Engine Options – Petrol, Diesel, Hybrid, Electric, Compressed Air
Maruti 800 Tata Nano
Engine 800 cc 623 cc
Length 3.335 m 3.1 m
Width 1.440 m 1.5 m
Height 1.405 m 1.6 m
Top speed 120 km/hr 90 km/hr
Ground Clearance
Approximately more than 200mm
180mm
Comparison
• Middle class families- A family of 4.• For young individuals• Second hand car users• Can be used as taxi- customer service-B2B
markets
Target Market
• Though the one lakh price tag is not fixed by TATA group, it was the word of mouth of people which fixed that range. This expectation of people creates a big challenge for the company. To accept this challenge the following strategies are followed:-
• Target costing method• Penetration pricing• Low pricing policy with minimum profit margin.
Pricing strategy
Promotion * Enough use of one of the most important element of
promotion mix , publicity reduces the necessity of other promotional devices for nano. Nano got publicity in the following ways:-
* Publicity as “One lakh car” by mouth to mouth.o * Auto expo 2008,New Delhi & Genevao * Publicity through print & electronic media.o * Internet will be a major media for advertising.
* For other type of promotional activities ,cost factor that is 1 lakh price tag is to be keep in mind, TATA is going to launch its nano mobile for indicom user, nano watches , nano T-shirts available in Westside stores .
*Advertising:- TV & other mass media will be less effective, thus too much money will not be invested in this regard . Mainly word of mouth advertising will get more emphasis
Online buzz:-Nano has gone beyond the traditional methods of advertising and promotion online .
Social Media communities:-Official Orkut community Members - 6,906. Official Facebook Group Fans - 4,210 Highest View Count on You Tube- 303,006 (it was just under 3,00,000 when
I began writing this post) No. of Blog Posts - 61,664 TATA have a blog on the official website where they have been discussing
quite interesting topics and generally maintaining an active community
distribution TATA, it’s business has been extended to the overseas i.e. to the
Europe, Africa, U.S & Australia.
Hence it has n-number of showrooms in India & outside of India.
The exclusive showrooms are the best distribution channels for TATA itself.
Strengths
PriceMileageStyleBrand NameFirst Innovation
Fiber Body Low Suspension Light Weight Not Suitable for Hilly Areas Delay due to Singur
Weakness
• Bikers can be motivated
• Auto rickshaw & second hand market
• Other competitors
• Traffic Congestion
• New Regulations
Opportunities
Threats
WORLD’S 5 CHEAPEST CARS
• 1. Cheapest cars Tata Nano
5. Cheapest cars S-RV Mini SUV
Launched in 1998, the HQ or Haoqing S-RV belongs to the HQ series by Geely Automobile, China. This five-door, five-seater is very roomy, adjustable pitch seats, The basic model is priced at $5,780.
2. Cheapest cars Chery QQ3
city car marketed in 2003. In China, it is sold for 29,000-50,000 Remnibi, while internationally it is priced at $5,000. antilock brake systems, dual front airbags, power windows and a Euro-III compliant engine with air-conditioning.
3. Cheapest cars Maruti 800
Introduced in 1983, 800cc engine, great fuel efficiency and low maintenance cost.
Tagged at $5,200, it is available in both AC and non-AC versions.
4. Cheapest cars: Merrie Star
Made by China-based Geely Automobile, four doors , riced at $5,500, it was launched in 2005 engine size ranging from 1.0 to 1.3 litres, Geely exports this model to Southeast Asia and Africa.
Tata enjoying the most of incentives!!!
• A comprehensive package of incentives• Electricity Clause – Electricity at Rs.3kwh• Loan Repayment – Loan with interest repayable in annual installments• Lease rental
Why Tata Nano pulled out of Singur?
Political Battlefield
Fight for Nano Begins – Again• West Bengal’s loss another State’s gain
• Karnataka 1st to offer
• Gujarat offered 3 strategic locations
- Mundra in Kutch district
- Charodi in Sanand
- Surat
• Orissa offered land at Gopalpur
• Maharashtra, Andhra Pradesh, Uttarakhand also made an offer
Win-win situation
Benefits to Loan of Rs 9,570 crores
THE DEAL
Rs 2,900 cr for Nano plant
Rs 6,670 cr for Infrastructure development
Repayment of Rs 9,570 cr loan @ 0.1% over 20 years
• 100% exemption on electricity duty
• Concessional power tariff
• 1,100 acre land comes cheap
• No stamp duty, Registration and transfer charges
• Payment for land in 8 equal annual instalments
THE SWEETNERS
Conclusion• World is getting tougher day by day being unique is a
competitive advantage. Expectations to Nano has proved this .
• After 100 years to Henry Ford , Tata has proved him again not only he came out of the expectations but also came out with a platform for Indian auto sector .
• So this as per this project conclusion can be draw as a future car not only of Indian but also if exported than could be to the world.
Thank You
Arpit Kumar Singh
Isha Dubey
Megha Sahu
Nikhil Parashara
Shashi Kant