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PROJECT REPORT ON
TATA NANO
(Cheap rate car)
Impact of recession on marketing strategy Of Tata Nano in period 2008-2009
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OBJECTIVES OF THE STUDY
Primary objectives: Recession or other economic factor affected the sales of TATA NANO
Secondary objectives: To analyze the marketing scope ofsmall and cheapest car NANO.
To analyze low pricing strategy ofTATA MOTORS for NANO.
To compare TATA NANO with other same category car manufacturer.
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COMPANY PROFILE
Tata Motors Limited is India's largest automobile company, with revenues of
Rs. 32,426 crores (USD 7.2 billion) in 2006-07. It is the leader by far in
commercial vehicles in each segment, and the second largest in the
passenger vehicles market with winning products in the compact, midsize
car and utility vehicle segments. The company is the world's fifth largestmedium and heavy commercial vehicle manufacturer, and the world's
second largest medium and heavy bus manufacturer.
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RESEARCH METHODOLOGY
SOURCES OF DATA COLLECTION
PRIMARY:
For my survey primary data have been used as a questionnaire to collect
the data.
SECONDARY:
The secondary date has been collected from the following modes:
Magazines
Data through internet sources
SAMPLING SIZE:
10 distributor centers was selected to survey in GURGAON and NCR/DELHI
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Limitation of the study
I had to rely upon the information given by respondents, which may not be
fully true
This study will be limited to only some areas of Delhi/Ncr City.
It is only for short period of time.
Lack of professional approach since researcher is a student.
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ANALYSIS & INTERPRETATION
(1)How do you perceive TATA NANO CAR? Arrange the following options into ascending order?
(a) Innovative product creating a new segment (b) Affordable and Fuel
efficient
(c) Ability to convert twowheeler users intofour wheeler users (d) Star product for the
company.
Innovative
product
20%
Affordable and
fuel efficient
50%
Ability to
convert
2wheeler users
into 4 wheeler
20%
Star product
10%
Perceiving chart
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(2)Which feature ofNANO attracts customer most, that inspires customer to gofor NANO
(a) Price (b) Design
(c) Mileage (d) Interior space
(e) Quality (f) Brand name
Price
30%
Design
10%Mileage
10%
Interior space
20%
Quality
10%
Brabd
name
20%
Attraction towards features
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(3)Has recession affected marketing ofTATA NANO?
(a) Yes (b) no
(c) Little bit
Yes
10%
No
60%
Little bit
30%
Impact of recession
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(4)Is demand ofNANO increasing or decreasing gradually in market?
(a) Increasing (b) Decreasing
(c)Constant
Increasing
60%
Decreasing
10%
Constant
30%
Demand Chart
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5) Can NANO stand in market, whereas other automobile company also going to launch cheap
rate car as like NANO?
(a) Yes (b) no
(c) Cant say
50%
20%
30%
Opinion about fututre market in
presence of competitors
Yes No Can't say
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Car sales in India: 2008 vs the Tata Nano
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SWOT ANALYSIS
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Strength:
Cheapest
Stylish
Eco-Friendly Fuel Efficiency and engine
Weaknesses:
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Opportunities:
Low maintenance
World Wide Appeal
Cost Control
Parking Space
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Threats:
Traffic congestion
Security not sure
Bad impression due to late date in market
Cost may be increases in
future
Competitors
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Conclusion
1) Respondent was fully aware with the marketing strategy ofcompany.
2) Recession did not affect very much sales ofTata Nano in 2008-2009.
3) Threat ofnew entrants will increase in next 2 3 years.
4) The purpose ofTata Nano is not being fulfilled.
5) It is a star product ofTata Motors.
6) The brand name ofcompany is being used to attract more and more customer.
7) Now some people are avoiding Tata Nano because ofsome defaulters in features ofcar.
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RECOMMENDATIONS/SUGGESTION
1. Tata should increase the production ofNANO so that customers dont have towait much for
their car, as they feel urgency for NANO.
2. As people believes that NANO is peoples car, and will be affordable by common men which
was a dream earlier for them. So the price should be kept stable in future with the increase in
price ofraw material. Otherwise it will be out oftheir reach and people believe in Mr. Ratan
Tatas statement of- Promise is a promise.
3. Tata should give exchange offer against a two/four wheeler so that those consumers can be
easily converted to NANO users.
4. Safety measures can be enhanced, because people consider it as their prime concern while
Purchasing.
5. An option for customization should be available.
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