Group Members:Muhammad Waqas

M. Shahid Saleem

Ahmad Raza

Muhammad Nisar

Arslan Sheikh

M. Shahid Saleem

Roll # 08

New Product Launch

BI’s MINI

LEARNING OUTLINE:• Contract of Bailment• Essential Features of

Bailment• Kinds of Bailment• Duties of Bailor

Why Launch BI’s MINI CAR?Meaning and Definition:

New Product laucn means introducing a new product in to the market or in other words “ Adding a new product in

the existing produc line of the company ”.

Why Launch BI’s MINI CAR?We observed families riding on two-wheeler the fatherdriving the motorcycle, his Young Kid sitting in front ofhim, his wife seated behind himholding a little baby. It led us towonder for such a car which is Safe & affordable to any middle class family. We are happy

topresent the People's Car to Pakistan

& we hope it brings the joy, pride & utility of owning a car to

many families who need personal mobility.

Introduction to the ProductBI’s MINI CARThe BI’s MINI is an inexpensive, rear-engine; four-passenger city car and is aimed primarily at the Pakistani domestic market. One of the greatest strengths of BI’s MINI is it’s tiny price tag. The starting price will be Rs.1,70,000 which is cheaper than any car in the market. Even after the road tax, service tax and the other registration fees, Nano base model will work out to be just Rs. 2,10,000 Even its advanced versions like Nano LX will at most cost around 2,90,000. without compromising on quality, safety and eco-friendliness. It is an engineering marvel in terms of cost efficiency, fuel efficiency and space efficiency. . If the car is launched in Pakistan it is expected to boost the economy as well as expand the Pakistani car market by almost 50%.

Specifications of the ModelPrice: 1.2lakh onwardsEngine: 624cc, in-line, twin-cylinderPower: 34PS@5500rpmTorque: 48Nm@2500rpmGearbox: 4-speed manual; Cable operatedTop Speed: 95-100kmph (Speculated)Fuel Efficiency: 20kmpl (claimed)Length: 3100mmWidth: 1500mmHeight: 1600mmWheelbase: 2230mmGround Clearance: 180mmFuel Tank Capacity: 15lt. Kerb Weight: ~ 600kg.

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, or 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.

What Makes it So Cheap !

Market Segmentation

The The following aspects of market segmentation have been included in this presentation:

1. Demographic Segmentation2. Psychographic Segmentation3. Socio-economics Segmentation4. Behavioral Segmentation

Demographic Segmentation Age of end user – Different age/generations would

prefer a different car. The Family size plays a big role on the selection of a car,

for a nuclear family, a Tata India/Nano can suit the need whilst for a big family, a Tata Sumo/Aria can be used.

Tata Motors also plays a significant roll for portraying their cars to different occupation based people. (For eg. Tata Manza (executive finish) for the executives, whilst the Tata Nano for students and the youth.

Psychographic Segmentation Activities Interest Attitudes

Geographic Segmentation Nations Size of population Climate Roads

Behavioral Segmentation Benefits Usage Brand Loyalty Readiness to buy

Target Market

Nano is targeted at two-wheeler segments, second-hand car segments, auto rickshaw

segments, middle and lower income segments and first time buyers.

PositioningTata positioned Nano in peoples’ mind as “The Peoples' Car”, “Less than 2 Lakh Car that drives One Million Dreams” and “The World’s cheapest car”If the car is launched in Pakistan it is expected to boost the economy as well as expand the Pakistani car market by almost 50%.

Marketing MixFour P’s

1) Product

An impeccable vehicle, covering middle and lower middle segments of the market, attractive, small yet comfortable

Marketing MixFour P’s

2) Price

Offering the lowest price in this segment

Marketing MixFour P’s

3) Place

With the existing Tata dealers(2nd largest dealer and service network in India)

Marketing MixFour P’s

4) Promotion

Coming from the Tata’s stable, the Nano already created a brand image. The price of 1 lakh has offered enough promotion not only in India but also globally

SWOT AnalysisStrengths:

1. One of the most established company in the automobile sector.

2. Wide and extensive distribution and service network.

3. Highly diversified product and portfolio.4. Dedicated engineering and R&D department.5. Highly diversified product and portfolio.6. Dedicated engineering and diversified

environment

SWOT AnalysisWeaknesses:

1. Limited international presence.2. Faces issues with alleged quality and

durability issues.3. Does not have a significant foothold in the

luxury car segment in the Indian market.4. A follower and not a leader in the market

(besides Nano).

SWOT AnalysisOpportunities:

1. Leveraging mergers and acquisitions to acquire newer technology.

2. Leveraging customer engagement experience to acquire new customers.

3. Increasing per capita income and purchasing capability of potential customer base.

4. Joint ventures in other countries allow TATA motors to easily enter into new market.

SWOT AnalysisThreats:

1. Competitors from other automobile companies.

2. Safety provisions in cars.3. No R&D in alternate energy cars.

Q & A

THANK YOU !