World’s Cheapest Car-

“Tata Nano” - the

people’s car

Presented By:
VIJAY PRASAD GHILDIYAL
MBA FIRST YEAR
Topics of Presentation.
 Introduction.
 Description about Tata Nano.
 Why it is so cheap?
 Target Market and Marketing Strategies.
 Conclusions.
Introduction.
 “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 change

yours and other life.
 An idea can change
your LIFE

An idea can change

your WIFE

An idea can also

change OTHERS
life
 Seeds of the Dreams.

I observed families
riding on two-wheeler
the father driving the
scooter, his young kid
Mr. Ratan Tata standing in front of
him, his wife seated
behind him holding a
little baby. It led me to
wonder for such a car
which is safe &
affordable to any
middle class family.
Cont….
 Motivational words said by Dr. A.P.J. Abdul Kalam goes
exactly with Mr. Ratan Tata, Chairman of Tata group, who in
the year 2003, dreamt of producing a safe, affordable Car for
the common man.
 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 Car
Description about Nano
 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 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".
cont…
 Nano has been greatly appreciated by many sources and the
media
 for its low-cost and
 eco-friendly initiatives which include using compressed-air as
fuel and an electric-version.

 Tata Group is expected to mass-manufacture the Nano in very

large quantities,
 particularly the electric-version, and,
 besides selling them in India, to also export them world-wide.

 The Tata Nano is

 a rear-engine,
 four passenger
Specifications of Tata Nano.
• The Standard Variant of the Car has a dealer price of rupees one lakh (US
$2500) and is the cheapest car in the world. (Transport costs and Value-
Added Taxes exclusive)
• It conforms to all the emission standards as well as the Offset and Side
Crash norms followed internationally.
• A 33-bhp car with a 624 cc engine.
• It will provide a mileage of 23 km/liter.
• The Nano Car will have two variants - a Standard and two Deluxe (Air
Conditioned) versions.
• There is no power steering in the car.
Model Versions.
 Basic Tata Nano Std priced at 1,23,000Rupees (1700
Euros).

 Deluxe Tata Nano CX at 1,51,000 Rupees (2100

Euros) has air conditioning.

 Luxury Tata Nano LX at 1,72,000 Rupees (2400

Euros) has air conditioning, power windows and
central locking.
Design.
•The People’s Car,
designed with a family
in mind, has a roomy
passenger compartment
with generous leg space
and head room.

• It can comfortably
seat four persons.

•Four doors with high

seating position make
ingress and egress easy.
Engine.
• A variomatic gear
system.
• It is coming up as gear
less or rather with an
automatic gear
transmission.
• This helps to improve
the efficiency & mileage
by magnifying the torque
output.
Fuel efficiency.
• A rear-wheel drive,
all-aluminum, two-
cylinder, 623 cc,
multi point fuel
injection petrol engine.
• This is the first time
that a two-cylinder
gasoline engine is
being used in a car with
single balancer shaft
for same gas emission
as scooter.
What makes it so cheap !
 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..
cont…
 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

SUPPLIERS TO TATA
NANO
1. Bosch 8. Freudenburg
2. Caparo 9. GKN
10. Itw Deltar
3. Continental
11. INA
4. Delphi
12. Johnson Controls
5. Denso Fag
13. Mahle
6. Ficosa 14. Saint gobain
Safety.
 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.
Target market.

 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.
Marketing Strategies.
 For marketing strategy Tata had use conventional media in an
unconventional manner.
 Nano isn’t big on advertising. There are no TV campaign,
 Only innovative use of print, radio and other media, particularly the web.
 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 conversation on Facebook, Orkut and blog spaces
Promotional Tag line.
‘Have Fun, Pay Less, get more
with Tata Nano’
 Online Marketing.
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.

Website: www.tatanano.com
Social Media.

 Facebook

 Blog

 Orkut

 YouTube
Nano Game.
The game by
zapak was a
great move to
spread word
about the car.
Offline Marketing.
 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 ‘we’ll be back after a short break’ on TV
channels, now they’re saying, ‘We’ll be back after a Nano break.’
 Print media.
 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. Tata
when delivered the first Nano to
a comman person, itself it makes
a big news.
Reactions about Nano.
 "It's a good historic moment for the Indian auto industry and also a proud one
indeed that an Indian company took a step forward on this road. Its an upgradation
for 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 800
because it caters to a totally new market segment.”
Said Jagdish Khattar, Former MD of Maruti 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 Sales
India.

 "I think it is a great thing for India because mobility is giving new opportunities. I
hope Tata drives to great success with the Rs one lakh car, but it is not included in
our plan.“
Thomas Kuehl, Board Member, Skoda Auto India.
Future of Nano (conclusion).
 World is getting tougher day by day being unique is a
competitive advantage. Expectations to Nano has proved this .

 As customers gain more power, they will demand more

tailoring and value-added service to meet their needs.
Companies that innovate on this dimension are likely to be
richly rewarded.

 So as per this presentation, conclusion can be draw as a future

car not only of Indian but also if exported than could be to the
world.