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Introduction.
Description about Tata Nano.
Why it is so cheap?
Target Market and Marketing Strategies. Online Survey
Diffusion Innovation Models
Conclusion Acknowledgement
Bibliography2
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Dream-dream and dream, because
dream gives vision, vision gives thoughts
and finally thoughts lead to the action".
By India's former President Dr. A.P.J. Abdul Kalam
Dreams also give you an idea to changeyours and others life.
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An idea can change
your LIFE
An idea can also
change OTHERS
life
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Mr. Ratan Tata
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Finally after the wait of five years, crossing all financial
and technological barriers, Ratan Tata kept his promise
and unveiled Tata 'Nano' on 10th January 2008, at the
9th Auto Expo 2008 in New Delhi.
Tata Nano, cool & smart, launched by Tata Motors is
world's cheapest Car with a price tag of $ 2500
Tata Nano was launched in April 2009.
The first Nano rolled over road in July 2009
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The project has literally become India's claim-for-fame in the
international-media due to Tata Motors' innovation in developing the car, as well as keeping it
low in price.
The car itself is expected to boost the Indian Economy create entrepreneurial-opportunities across India,
expand the Indian car market by 65%.
Mr.Ratan Tata, Chairman of the Tata Group and Tata Motors,
who has described it as an eco-friendly "people's car".9
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Nano has been greatly appreciated by many sources and themedia
for its low-cost and
eco-friendly initiatives which include using compressed-air asfuel and an electric-version.
Tata Group is expected to mass-manufacture the Nano in verylarge quantities,
particularly the electric-version, and,
besides selling them in India, to also export them world-wide.
The Tata Nanois a rear-engine,
four passenger10
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The Standard Variant of the Car has a dealer price of rupees onelakh (US $2500) and is the cheapest car in the world. (Transportcosts and Value-Added Taxes exclusive)
A four-door car that can seat four-five passengers. It conforms to all the emission standards as well as the Offset and
Side Crash norms followed internationally.
It is also compliant with the Bharat 3 norm and the Euro 4 normwith respect to keeping pollution at bay.
A 33-bhp car with a 624 cc engine. It will provide a mileage of 23 km/litre. The Nano Car will have two variants - a Standard and two Deluxe
(Air Conditioned) versions. There is no power steering in the car.
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Engine:
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Engine:
2cylinderpetrol with Boschmulti-point fuel injection(single injector) all aluminium 33 horsepower (25 kW) 624 cc (38 cu in)
Value Motronicengine management platformfromBosch
2valves per cylinder overhead camshaft
Compression ratio: 9.5:1
bore stroke: 73.5 mm (2.9 in) 73.5 mm (2.9 in)
Power: 35 PS (26 kW; 35 hp) @ 5250rpm
Torque: 48 Nm (35 ftlbf) @ 3000 +/-500 rpm
Layout and TransmissionRear wheel drive
4-speed manual transmission
Steeringmechanical rack and pinion w/o servo
Turning radius: 4metres
PerformanceAcceleration: 0-60 km/h (37 mph): 8 seconds
Maximum speed: 105 km/h (65 mph)
Fuel efficiency(overall): 23.6 kilometres per litre (4.24 litres per 100 kilometres (66.6 mpg-imp; 55.5 mpg-US))
Body and dimensionsSeat belt: 4
Trunkcapacity: 150 L (5.3 cu ft)
Suspension, Tires & BrakesFront brake: 180 mm drum
Rear brake: 180 mm drum
Front track: 1,325 mm (52.2 in)
Rear track: 1,315 mm (51.8 in)
Ground clearance: 180 mm (7.1 in)
Frontsuspension:McPherson strut with lower A arm
Rear suspension: Independentcoil spring
12-inch wheels
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http://en.wikipedia.org/wiki/Motronichttp://en.wikipedia.org/wiki/Engine_control_unithttp://en.wikipedia.org/wiki/Engine_control_unithttp://en.wikipedia.org/wiki/Robert_Bosch_GmbHhttp://en.wikipedia.org/wiki/Four-stroke_cycle_engine_valveshttp://en.wikipedia.org/wiki/Four-stroke_cycle_engine_valveshttp://en.wikipedia.org/wiki/Camshafthttp://en.wikipedia.org/wiki/Compression_ratiohttp://en.wikipedia.org/wiki/Bore_(engines)http://en.wikipedia.org/wiki/Stroke_(engine)http://en.wikipedia.org/wiki/Power_(physics)http://en.wikipedia.org/wiki/Rpmhttp://en.wikipedia.org/wiki/Rpmhttp://en.wikipedia.org/wiki/Torquehttp://en.wikipedia.org/wiki/Rpmhttp://en.wikipedia.org/wiki/Rear_wheel_drivehttp://en.wikipedia.org/wiki/Manual_transmissionhttp://en.wikipedia.org/wiki/Steeringhttp://en.wikipedia.org/wiki/Turning_radiushttp://en.wikipedia.org/wiki/Metrehttp://en.wikipedia.org/wiki/Metrehttp://en.wikipedia.org/wiki/Metrehttp://en.wikipedia.org/wiki/Accelerationhttp://en.wikipedia.org/wiki/Fuel_efficiencyhttp://en.wikipedia.org/wiki/Fuel_efficiencyhttp://en.wikipedia.org/wiki/Seat_belthttp://en.wikipedia.org/wiki/Trunk_(automobile)http://en.wikipedia.org/wiki/Trunk_(automobile)http://en.wikipedia.org/wiki/Drum_brakehttp://en.wikipedia.org/wiki/Drum_brakehttp://en.wikipedia.org/wiki/Drum_brakehttp://en.wikipedia.org/wiki/Drum_brakehttp://en.wikipedia.org/wiki/Ground_clearancehttp://en.wikipedia.org/wiki/Suspension_(vehicle)http://en.wikipedia.org/wiki/Suspension_(vehicle)http://en.wikipedia.org/wiki/Suspension_(vehicle)http://en.wikipedia.org/wiki/McPherson_struthttp://en.wikipedia.org/wiki/Coil_springhttp://en.wikipedia.org/wiki/Coil_springhttp://en.wikipedia.org/wiki/Coil_springhttp://en.wikipedia.org/wiki/McPherson_struthttp://en.wikipedia.org/wiki/Suspension_(vehicle)http://en.wikipedia.org/wiki/Ground_clearancehttp://en.wikipedia.org/wiki/Drum_brakehttp://en.wikipedia.org/wiki/Drum_brakehttp://en.wikipedia.org/wiki/Trunk_(automobile)http://en.wikipedia.org/wiki/Seat_belthttp://en.wikipedia.org/wiki/Fuel_efficiencyhttp://en.wikipedia.org/wiki/Accelerationhttp://en.wikipedia.org/wiki/Metrehttp://en.wikipedia.org/wiki/Turning_radiushttp://en.wikipedia.org/wiki/Steeringhttp://en.wikipedia.org/wiki/Manual_transmissionhttp://en.wikipedia.org/wiki/Rear_wheel_drivehttp://en.wikipedia.org/wiki/Rpmhttp://en.wikipedia.org/wiki/Torquehttp://en.wikipedia.org/wiki/Rpmhttp://en.wikipedia.org/wiki/Power_(physics)http://en.wikipedia.org/wiki/Stroke_(engine)http://en.wikipedia.org/wiki/Bore_(engines)http://en.wikipedia.org/wiki/Compression_ratiohttp://en.wikipedia.org/wiki/Camshafthttp://en.wikipedia.org/wiki/Four-stroke_cycle_engine_valveshttp://en.wikipedia.org/wiki/Robert_Bosch_GmbHhttp://en.wikipedia.org/wiki/Engine_control_unithttp://en.wikipedia.org/wiki/Motronic7/30/2019 Tata Nano Presentation_santosh.pptx
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Basic Tata Nano Std priced at 1,23,000Rupees(1700 Euros).
Deluxe Tata Nano CX at 1,51,000 Rupees (2100Euros) has air conditioning.
Luxury Tata Nano LX at 1,72,000 Rupees (2400
Euros) has air conditioning, power windows and
central locking.13
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The Peoples Car,designed with a family
in mind, has a roomy
passenger compartment
with generous leg spaceand head room.
It can comfortablyseat four persons.
Four doors with highseating position make
ingress and egress easy.
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A variomatic gearsystem.
It is coming up as gear
less or rather with anautomatic gear
transmission.
This helps to improve
the efficiency & mileageby magnifying the torque
output.
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A rear-wheel drive,all-aluminum, two-
cylinder, 623 cc, 33
PS, multi point fuel
injection petrol engine.
This is the first timethat a two-cylinder
gasoline engine is
being used in a car withsingle balancer shaft
for same gas emission
as scooter.
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By adhering to the fact thatless weight requires less power,
the 1 lakh car is made of light
weighing steel.
This has made the Tatas comeup with a cheap alternative
with out compromising on
safety and performance
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The Tata Nano uses plastics and adhesives rather than welding.
Introducing the car with an artificially low price through govt-
subsidies and tax-breaks,
Using vertical-integration, or partially using inexpensive
polymers or biodegradable plastics instead of a full metal-body.
It has no AC, no power steering, no power windows, no power
bells and whistles.18
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The Nano's boot does not open, instead the rear seats can be
folded down to access the boot space.
It has a single windscreen wiper instead of the usual pair.
Its door opening lever was simplified.
It has 3 nuts on the wheels instead of the statutory 4 nuts.
It only has 1 side view mirror
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For Tata Motors, safety is of paramount importance. This
avenue provides no room for the slightest margin of error.
It has a strong passenger compartment.
Tubeless tyres further enhance safety.
Passes crash tests and Side impact test
It has 2 A-pillars on one side to better meet safety norms.
No airbags as airbags are still not a required feature in India. Safety features such as crumple zones, intrusion-resistant
doors, seat belts, strong seats and anchorages.
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The low-cost car is clearly intended for the masses.
For the family of four that would otherwise ride on a
scooter,
Its also attracts the small cars buyers like Maruti 800,
bike riders etc.
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For marketing strategy Tata had use conventional media in anunconventional manner.
Nano isnt big on advertising. There are no TV campaign,
Only innovative use of print, radio and other media, particularly theweb.
The Tata team was working on
Nano news in papers,
Nano breaks on radio,
Nano appearing in the form of messages or ticker news on TV,
Online Nano games,
Nano chat rooms on the Net,
Nano pop-ups on major websites and
Nano conversationon Facebook, Orkut and blog spaces22
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Have Fun, Pay Less, get more with Tata
Nano
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24Website: www.tatanano.com
The major sections of
the site are:
a. Galary (both
pictures and videos).
b. Game (rather Link
to a nice virtual
driving game by
Zapak).
c. Community.d. Why Nano?
e. Booking Details.
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Blog
Orkut
YouTube
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The game by
zapak was a
great move to
spread word
about the car.
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Collaborations: Tata partnered with a few banks for releasing
application forms.
Leveraging Existing Infrastructure: People can find Nano
merchandise, application forms and demo cars in Tata
Indicom, Titan, Croma and Westside stores. Tata Indicom is
also offering a money-back offer with every application form.
TV: Tata didn't invest heavily into TV commercials.Instead of anchors saying well be back after a shortbreak on TV
channels, now theyre saying, Well be back after a Nano break.
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The grand launching ceremony
of Tata Nano was covered by all
kind of media personal. It was a
front page headline in many
leading newspapers.
International motor show at
Geneva where Mr. Tata shows
the Nano in front of international
media.
Business tycoon like Mr. Tatawhen delivered the first Nano to
a comman person, itself it makes
a big news.
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"It's a good historic moment for the Indian auto industry and also a proud oneindeed that an Indian company took a step forward on this road. Its an upgradationfor an auto wheeler rider to by a car now.
Rajesh Jejurikar, Managing Director, Mahindra and Renault's.
"It's good product but it's still too early to say whether it will overtake the 800because it caters to a totally new market segment.
Said Jagdish Khattar, Former MD ofMaruti Udyog Limited
"Meeting the proper quality standards and safety is not feasible at all in such a
model.Andreas Prinz, Managing Director (Passenger Cars), Volkswagen Group SalesIndia.
"I think it is a great thing for India because mobility is giving new opportunities. Ihope Tata drives to great success with the Rs one lakh car, but it is not included inour plan.
Thomas Kuehl, Board Member, Skoda Auto India.
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What is your age?
Mention your gender.
Will you buy Tata Nano car?
Do you have a car in your house?
Did you come to know about the car from advertisements? Did you come to know about the car from social network?
How will you rate Tata Nano on a scale of 5?
How much importance do you give to design and comfort whilebuying a car?
How much importance do you give to initial cost and maintenancecost while buying a car?
How much importance do you give to speed and power of thevehicle while buying the car?
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False
True
Model Predictions for BuyTN
0 0,2 0,4 0,6 0,8 1
predicted probability
150
100
50
0
50
100
150
f
requency
32
Plot of BuyTN
-6,7 -4,7 -2,7 -0,7 1,3 3,3
Predicted log odds
0
0,2
0,4
0,6
0,8
1
observed
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Bass Model:
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Generalised Bass Model with one exponential
Shock:
34
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Generalised Bass Model with two exponential
Shocks:
35
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The Generalised Bass Model with one exponential
shock still stands as the most effective model todescribe the diffusion of Tata Nano car in Indianmarket.
Tata Nano has a very short life span
Also we can interpret from the survey data that TataNano is most preferred by female population andleast preferred by the new generation
The name attached to Tata Nano as the poor mans
car which was expected to exhibit its low price provedto be an inhibition in its sale.
We conclude that though Tata Nano is an admirableinnovation in its field, as of yet it failed to prove itselfas market changing innovation.
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I extend my heartfelt gratitude to Prof. Renato Guseo,Professor, Department of statistics, University ofPadua, Padova, Italy for his guidance and support inthe project. I also extend my earnest thanks to Ms.
Mariangela Guidolin for her help, support andguidance throughout my project. Both of them havebeen instrumental in the accomplishment of theproject and I am obliged for their contribution. I am
also thankful to the Training and placement cell,Indian Institute of Technology Bhubaneswar forallowing me to pursue my internship in University ofPadua under the guidance of Prof. Renato Guseo. 37
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Bass, F.M. (1969). A new product growth model for consumerdurables, Management Science, 15, 215-227.
Bass, F.M., Krishnan, T.V., Jain, D.C. (1994). Why the Bassmodel fits without decision variables, Marketing Science,13,203-223.
Guseo, R. (2004). Interventi Strategici e Aspetti Competitivinel ciclo di vita di innovazioni. Working Paper Series 11/2004,
Department of Statistical Sciences, University of Padua. Mahajan, V., Muller, E., Bass, F.M. (1990). New Product
Diffusion Models in Marketing: A review and Directions forResearch,Journal of Marketing,54, 1-26.
Seber, G.A.F., Wild, C.J. (1989). Nonlinear Regression, Wiley,New York
Websites Surfed : SIAM INDIA http://www.siamindia.com/
www.wikipedia.com
SAE INDIA http://www.saeindia.org/
www.google.com
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