The People’s CarAbidaHasanIffat
SanamTasnia &
Jibran
“I observed families riding on two-wheelers — the father driving the scooter, his young kid standing in
front of him, his wife seated behind him holding a little baby. It led me to wonder whether one could conceive of a safe, affordable, all-weather form of
transport for such middle class family” –
Ratan Tata
“Since, a promise is a promise the standard dealer version will cost Rs 1 lac”
-Ratan Tata
Segments of Indian Automobile Market
However in the area of commercial automobiles, Tata Motors rule the Automobile Industry of India with 60% of market share besides being the fifth
biggest producer in the world of medium & heavy marketable vehicles
Two-wheeler automobile segment• In this segment, motorcycles accounts for major Indian Automobile market share.
The chief players in this segment is Hero Honda which delivers 50% motorbikes to the Indian market besides sharing 46% in scooter market
Three Wheeler Automobile Segment• Around 41% of the three-wheelers in India are utilized for merchandise transfer
purpose. In this segment Bajaj are the leading players with 40% and 68% of market share respectively.
Car Segment• Accounting to 79%, Cars rule the passenger automobile in India. The chief players
in this segment are Maruti Suzuki and Mahindra. While Maruti Suzuki enjoys full-fledged monopoly in multi-purpose automobiles sector with 52% of market share, Mahindra have 42% market share in utility vehicles.
Indian automobile Segment……
GenderSafetySocial classAge, IncomeFamily sizePosition
Target Audience…..
Middle class
• Mainly the lower middle class
• Upper lower class
two-wheeler users
• Bicycle/Motor bike users
Family with 3-4 members
• Small cars buyer like Maruti 800
Target audience ….
Professionals
• Sales person
• Entry level/junior officers
• Students
Usage basis
• Second hand car users
Area Basis
• Rural area• Semi urban
city
Positioning Tata Nano positioned the car ….
product : low cost car
target market : low and middle income families/college students/old age / entry level officers
want : Fuel efficient/Safety
reason : affordable and the price itself 1 lac
• 1 lac car to fulfill all your dreams!• Cars are not just for the rich
Nano have the most appeal
Middle and lower income people Positioned itself in the mind of people as “The people’s Car” Rs 1 lac will fullfill your dream….. 2 million people who rode a motorcycle everyday would now try to lift themselves up to buy a Tata Nano
Distribution …..
Exclusive car showroomsIncrease in dealers in target market i.e. rural area and semi urban city.Overseas distributionFinancing better facilitiesBooking facilitiesExhibition : car events
Promotion Strategy….
• Social media communities - Official facebook page - Youtube - Twitter - Official website page• Advertising: - TV, Radio,Print,Billboard• Personal Selling - Trade Fair
Promotion Strategy
• Sales promotion ( discount) - For new users - For students (easy finance)• Direct marketing - Publicity as “One lakh car” by mouth to mouth - Catalog, Telemarketing• Public relation - Sponsorship in IPL
“ I don’t believe in taking right decisions & then make them right….So always believe in your ability & effort.” Ratan Tata
Thank you