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1. INTRODUCTION

1.1 MARKETING STRATEGY:

Marketing strategy consists of the analysis, strategy development, and

implementation activities in, developing a vision about markets of the organization,

selecting market target strategies, settings objectives, managing the marketing program

marketing strategies designed to meet the value requirements of the customers in each

market target.

Dream-dream and dream, because dream gives vision, vision gives thoughts and

finally thoughts lead to the action. Each letter of these motivational words said byIndias former President Dr. A.P.J. Abdul Kalam goes exactly with Mr. Ratan Tata,

Chairman of Tata group, who in the year 2003, dream 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 unveiled Tata Nano at the 9 th Auto Expo 2008 in

New Delhi.

"Nano" means "small" in Gujarati the language of the founders of the Tata Group.

"Nano" from the SI prefix for one-billionth is derived from the Greek , meaning

dwarf, and is sometimes used to mean "small" in colloquial English.

Tata Nano is a rear-engine, four-passenger city car built by Tata Motors, aimed

primarily at the Indian market. The car has a fuel efficiency of around 26 kilometer per

litre (73 mpg-imp; 61 mpg-US) on the highway and around 22 kilometers per litre (62 mpg-

imp; 52 mpg-US) in the city. It debuted at the 9th annual Auto Expo on January 10, 2008, at

Pragati Maidan in New Delhi; India the Nano had its commercial launch on March 23,

2009 and a booking period from April 9 to April 25, generating more than 200,000bookings for the car. The cars started to be delivered to customers after July 17 2009,

with a starting price of Rs 100,000, which is approximately equal to US $2,160 as of

December 2009. This is cheaper than the Maruti 800, its main competitor and next

cheapest Indian car priced at Rs 184,641 ($3,988 U.S.).Tata had sought to produce the

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least expensive production in the world aiming for a starting price of Rs 100,000

(approximately US$2,000 as of June 2009).

The introduction of the Nano received media attention due to its targeted low price. The

Financial Times reported:"If ever there were a symbol of Indias ambitions to become a

modern nation, it would surely be the Nano, the tiny car with the even tinier price-tag. A

triumph of homegrown engineering, the $2,200 (1,490, 1,186) Nano encapsulates the

dream of millions of Indians groping for a shot at urban prosperity." The car is expected

to boost the Indian economy, create entrepreneurial-opportunities across India as well as

expand the Indian car market by 65

The car was envisioned by Ratan Tata, Chairman of the Tata Group and Tata Motors,

who has described it as an eco-friendly "people's car". 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 (E-Nano).Tata Group is expected to

mass-manufacture the Nano, particularly the electric-version, and, besides selling them in

India, to also export them worldwide.

Ratan Tata 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. Itled him to wonder whether one could conceive of a safe, affordable, all weather form of

transport for such a family. The real thought behind the Nano car shows the real

entrepreneur Ratan Tata.

Ultimately the most awaited and most talked Rs. 1 lakh Car in shape of Tata Nano

cool & smart, launched by Tata Motors, having the tag of worlds cheapest Car, and the

dream of Peoples Car has come true. Nano launched by Tata Motors is going to change

the face of Indian automotive industry for the second time after the launch of Maruti 800

in the year 1983. Breaking the technology barrier Tata Nano will open new vistas in Car

segments in the automobile market.

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The strategy behind the project was the awareness of the number of Indian

families who had two wheeled transport, but couldnt afford a four wheeled car. The

Nano car tagged Peoples car was designed at Italys institute of department in

Automotive Engineering and planned manufacture in Signur unit, West Bengal.

Tata Motor has spent Rs. 1500-1700 crore for this project including the proposed

plant in Singur in West Bengal.

The target customer of Nano car is middle class family. The Nano is alleged to

have severely affected the used car market in India, as many Indian opt to wait for the

Nanos release rather than buying a secondhand car of the Nanos nearest competitor, the

Maruti 800. Sales of new Maruti 800s have dropped 20 and 30 for used car in the

beginning of 2008.

The Nano also provides policymakers an opportunity to correct some

Manifest distortion:-

First and foremost, India needs an integrated energy policy. Continued

subsidization of fossil fuel consumption results in multiple distortions of the

Economy.

Second, the frameworks of the Urban Reforms Mission need restructuring. The

proposed allocations in the Eleventh Plan for the urban sector are grosslyinadequate if it is to cope with the predictable rapid pace of urbanization, extend

mass transport systems in non-metro cities.

Third, India needs an integrated transport policy. This goes beyond improved

planning and implementation of rural roads, upgrading district roads and state

highways.

It was the year 1908 when Ford Motors Model T was launched with a price tag

$ 19,700 having the engine of 20 Horsepower (hp) and then in coming years

Volkswagens Beetle (1956) and the British Motors Mini (1961) were launched

having price of $ 11. 333 and $ 11,777 respectively. These Car models bought the Car

within the reach of millions of customers. Now exactly after 100 years in 2008 Tata

Motors have launched Nano having the price tag of $ 2,500 with an engine of 33 hp,

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making the cheapest Car ever made. So with the launch of Nano, Tata Motors has made

India proud in the world and also proved the technological mettle of India.

Peoples Car Tata Nano will be made on the whole new line of experiments.

According to the current production model the Car companies supply the completely built

Car units to their dealerships but Tata Motors, in spite of making the Nano car itself, will

take help from its dealers. Tata Motors will supply the Car kits to their dealers who will

assemble these kits into the complete Car at their own established plants. This is one very

good strategy of low price of Tata Nano.

1.2 Stylish & Comfort

The design concept and interiors of the Peoples car was laid out considering a

typical Indian family in mind, which 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. When launched, the car will be available

in both standard and deluxe versions. Both versions will offer a wide range of body

colors and other accessories so that the car can be customized to an individuals

preferences.

1.3 Fuel-Efficiency & Engine

The peoples Car has a rear-wheel drive, all-aluminums, two-cylinder, 623 cc, 33

PS, 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. The lean design strategy

has helped minimize weight, which helps maximize performance per unit of energy

consumed and delivers high fuel efficiency. Performance is controlled by a specially

designed electronic engine managements system.

1.4 Safety Norms

The Peoples cars safety performance exceeds all current regulatory requirements

meeting EURO IV standards. With an all sheet-metal body, it has a strong passenger

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compartment, with safety features such as crumple zones, intrusion-resistant doors, seat

belts, strong seats and anchorages, with rear tailgate glass bonded to the body. Tubeless

tyres will further enhance safety.

1.5 Environment - Friendly

The Peoples Cars tailpipe emission performance exceeds regulatory

requirements. In terms of overall pollutants, it has a lower pollution level than two-

wheelers being manufactured in India today. The high fuel efficiency also ensures that

the car has low carbon dioxide emissions, thereby providing the twin benefits of an

affordable transportation solution with a low carbon footprint.

1.6 Final Words:

In the end, considering all things in perspective, Tata Nano will definitely set up a

trend of the sort and debut a manufacturing era of low cost and eco friendly automobiles.

No doubt, it is too early in the day to comment about its safety standards and

environmental consequences, the car will stand up to comment about its safety standards

and environmental consequences, the car will stand up to the Tata repute of providing

mobility with safety and an efficient mean of transport to match the requirements of a

small middle class Indian family whose aspirations have been growing at a never before

seen pace to posses mobility, enhanced status and rise in self-esteem. With only about

250,000-350,000 Nano cars to roll out of Tata sTable each year, doubting Thomas

(traffic woes & congestion) will however be assured of the fact that this figure will only

act as a drop in the ocean on ever increasing vehicles population. As for the

environmental concerns, Tatas have assured of the vehicle adhering to EURO IV norms

which is fair enough for a car maker to bring in latest vehicle in the markets. For price,

Indian middle class (even those considering buying a motorbike) will be swayed enough

to purchase a Nano powering for even higher aspirations. As regards road safety and

decongestion, it is Indian Governments prerogative to deal such issues even as Mr. Tata

at a recent Nano launch press conference agreed to fund Car driving schools that may

teach masses to drive in safety and under sanity.

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1.7 Indian Car Industry

The motor car originated in Europe in the latter half of the 19th century. The first

car was driven on British soil in 1894. It had been improved from the French car

company called P & L (Panhard & Lavassor), which was a leading car company at that

time. P & L had commenced production in the early 1890s, after licensing gasoline

engine technology from Gottlieb Daimler, the original inventor.

The Automobile era begins in India in 1898 when the Bombay Cycle and Motor

Agency imported four cars for display. India imported a large number of vehicles, mainly

motor cars, during World War I There seems to have been no attempt made by any Indian

Organization to either manufacturer or assembles automobiles for a fairly long time.

The Indian Automobile Industry can be considered to have got off the ground

when Ghanshyam Das Birla promoted Hindustan Motors Ltd (HML) in 1942 at port

Okha in Gujarat as a small assembly plant for passenger car. The first car was named

Hindustan. Walchand Hirachand also started Premier Automobiles Ltd., in 1942. The

company rubbed shoulder with HML for kick off the automobiles revolution in India by

assembling in 1946 in association with Chrysler from the US. The year 1949 is

considered a landmark year in the history of the automobile Industry in India as the firstpartially manufactured car introduced of HMLs factory during that year.

During the 1950s, the policy environment was relatively liberal. However, in

1959, Indias foreign exchange reserves nearly ran out and automobile imports came to

an end. The import licenses were asked to promise progressive import reduction before

they were allowed to import technology. But the structure of the Indian automobile

industry has altered dramatically since the 1960s an explicit policy emerged during the

latter half of the 1960s. In 1960s, commercial vehicle accounted for more than 50 of the

total four wheelers produced. Tata Engineering and Locomotive Company (TELCO) was

the pioneer in commercial vehicles in India. In 1954, it collaborated with Daimler Benz

AG of Germany for the manufacture of commercial vehicles. The relative dominance of

commercial vehicles production continued till 1985.

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In 1985, the production of car increases by around 60 over the previous year, and

from this point onward, the dominance of commercial production declined in relative

terms.

There was a time in India when the portly Ambassador was the countrys most wanted

and popular car. The Indian car buyer had to wait for months and at times even for years

before he could lay his hands on an Ambassador or a Fiat 1100.

It was Maruti 800, a product of the Japanese car giant Suzuki collaboration with the

Indian government. It became the small car which the Indian nuclear middle class family

could aspire for it. But now that too is history. India become one of the faster-growing car

markets with scores of models plying the city roads and highways, from the home ground

Tata and Maruti vehicles to Toyotas and Mercedes Benzs.

Indian has emerged as avid car enthusiasts impressing their possessions as status

symbols and speed machines. Foreign car companies has discovered the Indian

respondents as well as the R & D potential among the Indian technical group and are

setting up manufacturing plants across the country at lower cost.

The growing desire for car is also a sign that Indian roads are finally good enough

for international cars to ply on. There are many four and six-lane highways in India now

and the Golden Quadrilateral, which connects takes infrastructure development very

seriously.

According to Tatas surveys, millions of more Indian families will buy motor cars

within the next few years. The car market witnessed a 29 growth in 2004 followed by a

period in 2005 due to meteoric rise in fuel costs and more stringent anti-emission policies

implemented by the Indian government. Increased auto-loan interest rates from the banks

also added to the slowdown. But the demand has picked up once again. And now we have

Tata Nano, which can be picked up at an-all time low price of just 1 lakh.

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The Indian automobile market is projected to grow by 7 a year, and the car

market, even faster. The economy is booming and the middle class is getting easy finance

schemes to upgrade to four-wheeler from two-wheeler.

Since the opening of the Indian economy, the automobile sector in India has been

playing a vital role in the adoption of advanced technology. Industrial majors in the

automobile sector, which started operation in India immediately after liberalization,

consolidated their position. Today, Indias car market is the 12 th largest in the world.

The Indian car market has come a long way since the launch of Maruti 800 in

December 1983. From stagnant sales of about 35000 cars a year between 1977 and 1982,

the market size increased to about 150,000 in 1991. The rapid pace of growth continued

thereafter, reaching a figure of 1,078408 cars during the financial year 2006-07, showing

an impressive compounded annual growth rate of 22 post-liberalization. It is further

expected to grow at 11 over the next decade, making it the third largest car market in

Asia and one of the top five car market in the world. Though this growth looks

impressive, it would still have a long way to go when compared to the numbers in Japan

and China.

The total numbers of cars on the Indian road is just around 8 million compared to

203 million in the US, around 62 million in Japan and 19, million in China. At present,

there are only 7 cars for every 100 persons in India. This is very low when compared to

other emerging and developed markets.

1.8 Potential effect on Indian economy

Tata Nanos launch could expand the Indian car market by 65, according to

rating agency CRISIL. The low price makes the car affordable for families

with incomes of Rs 1 lakh [100,000] per annum, the agency said. The increase

in the market is expected to push up car sales by 20 over the previous year.

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The unveiling of Tata Nano, the cheapest car in the world, triggers an

important event in the car market. Based on the statement by company

officials, CRISIL Research estimates the respondents price of the car at

around Rs 1.3 lakh. This brings down the cost of ownership of an entry levelcar in India by 30, the company said in a report.

All these suggest that there is tremendous untapped potential for motor car in India.

The future growth in passenger car market will be driven by higher GDP growth,

improved road infrastructure, improved urban infrastructure and increased with

disposable income.

2. RESEARCH DESIGN

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2.1 Statement of the problem

There is a gap between four wheeler segment and two-wheeler. In a manner of speaking

one can say that three-wheeler fill the gap, but it is mode of public transport in India. So

the gap remained.

This remained gap are being tried to filled by Tatas Nano Car, a package of fully fledged

car with-good mileage, less polluting than two wheeler, comfort, safety, small, good

design etc. this is targeted to Middle class family and two wheeler owner who cant

afford but due to Nano their dream may come true. And for setting-up the Nano in the

customer mind, it can be positioned based on price, quality and benefits. Here the

researcher has tried to find out the targeted respondents opinion and assess the probable

success of Nano Car.

2.2 Objective of the Study

Primary objective

I. To analyze the marketing strategy of Nano Car which the Tata trying to fill the

gap between two wheeler and four wheeler.

II. To find out the respondents view about Nano Car.

III. To know the probable effectiveness of Nano among Middle class family and two

wheeler owner.

Secondary objective

I. To examine the feature, threats, competitors analysis of Nano.

II. To know the growth of small car market.

2.3 Scope of the study

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This study helps in analyzing the Nanos effectiveness over two wheeler market

targeting middle class family.

This study helps to determine the future prospect of Auto industry and how Nano

Car fits in Auto industry.

The findings would also help the corresponding company to know at what level

two wheeler owners and middle class family would like to buy the Nano.

The suggestion outline can be used by the motor company in Indian context to

improve the small car concept and to increase the satisfaction level of customers.

2.4 Review of Literature

Review of literature deals with the various theoretical backgrounds necessary to

carry out the dissertation. The basic purpose of the literature review is to gain insight on

the theoretical background of the research problem. It helps the researcher to gain strong

theoretical basis of the problem under study and also helps to explore whether anyone to

find out the path of problem solving.

The essential contents of this survey are summarized below:-

The survey analysis suggests that the potential buyers of cars are households with an

annual income of Rs 2 lakh and above that do not own a car.

The analysis considers all households that can afford a small car and do not currently

own a single car. According to the survey, which had a sample size of nearly a million

households, over 12.88 million households out of the 19 million households with annual

income above Rs2 lakh currently do not own a car (either new or second hand).

The survey shows nearly 55 percent of the 1.6 million demand is expected from rural

India and smaller towns, with the near-term demand from the six super metros estimated

at 0.25 million. Within this, as many as 0.8 million non car households, who were

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planning to buy a two-wheeler, may now aspire for a car due to the lower price point for

a car like Nano.

2.5 Research methodology

The research was designed to achieve the above mentioned objectives and the following

tools were used to collect the required data.

Sampling method

Sampling frame

Sample Size

Sampling technique

Data collection Methods

Sampling methodA sample is considered during a research when the size of the population is very large

and a set is chosen to represent the whole population, this set is called a sample is a

representative of the population under study.

Similarly, a sample was chosen for the research and was chosen by a simple convenience

sampling.

Sampling frame

The sample frame represents the groups of respondents that were contacted during the

survey.

Sample size

The total sample size for the data collection for the research was 100 respondents. A

Sampling technique

Sample of 100 questionnaires was administered to the customers irrespective of whether

the customers know about the Tata Nano

The sampling technique followed was, administrating these 100 questionnaires to the

customers selected on convenience basis in the absent of any data base about the

customers. That is irrespective of whether the customers know about Tata Nano or not.

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Convenience Sampling:- It covers a wide variety of ad hoc procedure for selecting

respondents means samples that are unrestricted. They are least reliable design but

normally that cheapest and easiest to conduct.

2.6 Source of Marketing Data

I. Primary source

II. Secondary source

Primary data collection from respondents/target customer using the instrument

called questionnaire.

Secondary data collection from Book, Website, Journals and Magazine.

2.7 Data collection methods

A questionnaire was used to collect the data.

The used Questions are standardized and except one question all are close-ended.

Likers summated scale and ranking scale has used for measurement.

2.8 Statistical Analytical Tool

Chi Square Test

Percentage Method

2.9 Graphical Representation

Bar-diagram (Column Chart)

Pie-Chart

2.10 Limitation of study

1. Study is limited to Bangalore city

2. Study is based on only middle class society of the city.

3. Due to shortage of time, the researcher could not reach people from all area of the

city.

4. The sample size is restricted to 100 respondents only.

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3. PRODUCT PROFILE &COMPANY PROFILE

3.1 Company Profile:-

Tata Motors Profile

Tata Motors Limited

Type Public (NYSE: TTM)

Founded 1945

Founder J.R.D.Tata

Headquarters Mumbai, India

Key people Ratan Tata, Chairman

Products Automobiles and Engines

Revenue INR 369.88 billion (US$ 9.07billion) (2006)

Parent Tata Group

Slogan More Dreams Per Car

Website www.tatamotors.com

COMPANY PROFILE

Tata Motors is a company of the Tata and Sons Group, founded by Jamshetji Tata. It is

currently headed by Ratan Tata. The company has the workforce of 22000 employees

working in its three plants and other regional and zonal offices across the country.

Tata Motors' range of passenger cars is still not comprehensive by international

standards. In commercial vehicles, Tata Motors commands an imposing 65 market share

in the domestic heavy commercial market. The company is trying to modernize its range

of commercial vehicles.

Tata Motors Limited formerly known as TELCO (TATA Engineering and Locomotive

Company), is a multinational corporation headquartered in Mumbai, India. It is Indias

largest passenger automobile and commercial vehicle manufacturing company. Part of

the Tata Group it is one of the worlds largest manufacturers of commercial vehicles.

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Tata Motors was established in 1945, when the company began manufacturing

locomotives. The company manufactured its first commercial vehicle in 1954 in

collaboration with Daimler-Benz AG, which ended in 1969. Tata Motors was listed on

the NYSE in 2004, and by 2005 it was ranked among the top 10 corporations in India

with an annual revenue exceeding INR 320 billion. In 2004, it bought Daewoos truck

manufacturing unit, now known as Tata Commercial Vehicle, in South Korea. It also,

acquired a 21 stake in Hispano Carrocera SA, giving it controlling rights in the company.

Tata Motors Launched their much awaited Tata Nano, noted for its Rs100,000price-tag,

in January 2008. In March 2008, it finalized a deal with Ford Motor Company to acquire

British Marques, Jaguar Cars and Land Rover, which brought along with second quarter

of 2008. Tata Motors has its manufacturing base in Jamshedpur, Lucknow, Pune and

Singur.

3.2 History

Tata Motors is a part of the Tata and Sons Group, founded by Jamshetji Tata. The

company was established in 1945 as a locomotive manufacturing unit and later expanded.

Its operations to commercial vehicle sector in 1954 after forming a joint venture with

Daimler-Benz AG of Germany.

1960-1986

Tata Motors started its commercial vehicle operations in 1960 with the manufacturing of

first commercial vehicle collaboration with Mercedes-Benz (a copy of a Daimler Benz

model) in Pune. Considering the road infrastructure of the country which does not

support heavy vehicles the company adopted a route for light commercial vehicles

(LCV). It came out with its first LCV, Tata 407, in 1986.

1987-1996

Post liberalization, in order to expand rapidly, the company adopted the route to joining

ventures. In 1993 it signed with Cummins Engine Co., Inc., for the manufacture of high

horsepower and emission friendly diesel engines. It was an effort made to reduce the

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pollution in the existing Tata engines and to produce more environmentally friendly

engines.

1997-2006

In 2000, it launched compressed natural gas (CNG) buses and also filled the produce line

gap through the introduction of the 1109 vehicle which is an intermediate commercial

vehicle and is useful for medium tonnage loads. Post 2000, the company introduced a

variety of new models. It introduced the Ex series vehicles with high tonnage capacity

and high pick up and also came out with the entirely new LCV (207 DI) with direct

ignition technology to cater the customers requiring one and same vehicle for

commercial as well as personal use.

Tata Indica

After years of dominating the commercial vehicle market in India, Tata Motors entered

the passenger vehicle by launching hatch-back car, the Tata Indica. Indica was the first

car indigenously designed in India. Though the car was initially panned by auto-analysts,

the cars excellent fuel economy, powerful engine and aggressive marketing strategy

made it one of the best selling cars in the history of the Indian automobile industry. A

newer version of the car, named Indica V2, was a major improvement over the previous

version and quickly became a mass-favorite. A re-badged version of the car, known as

City Rover, was sold in the United Kingdom. Tata Motors also successfully exported

large quantities of the car to South Africa. The success of Indica in many ways marked

the rise of Tata Motors.

Daewoo acquisition

Tata Novus is one of the best selling commercial trucks in South Korea. With the success

of Tata Indica, Tata Motors aimed to increase its presence world-wide. In 2004, it

acquired the Daewoo Commercial Vehicle Company of South Korea.

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Compressed air car

Tata Motors and Motor Development International of Luxembourg have jointly

developed the worlds first commercially- viable prototype of a compressed air car,

named one CAT.

It has air tanks that can be filled in 4 hours by plugging the car into a standard

electrical plug. MDI plans to also design a gas station compressor, which would fill the

tanks in 3 minutes. There are no gasoline costs and no fossil fuel emissions.

One CAT is a five seat vehicle with a 200- liter (7.1cuft) trunk. With full tanks it will

run at 100km/h (62mph) for 90 kilometers (56mi) range in urban cycle. It is actually a

dual fuel car but it is more efficient than any present Hybrid cars.

Tata Nano

Tata Nano developed a car, named Tata Nano tat aims to sell in 2008. it is the least

expensive production car in the world: the price is about Rs 100 000 (USD$ 2,500). The

company unveiled the supermini car during the Auto Expo 2008 exhibition in Pragati

Maidam, New Delhi. Tata Nano is considered to the cheapest production car in the world.

Bajaj Auto and Mahindra- Renault have plans to launch cars in this price range.

Tata has faced controversy over developing the Nano. Some environmentalists are

concerned that the launch of such a low-price car could lead to mass motorization in

India with adverse effects on pollution and global warming. And there was strong

opposition to the compulsory acquisition of land for the proposed car factory in Singur.

Jaguar Cars and Land Rover

As of March 26th 2008, Tata Motors reached agreement with Ford to purchase their

Jaguar Land Rover operations for two million dollars. The sale s expected to be

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2001 Aria Coupe

2002 Tata Indica

2004 Tata Indigo Advent

2005 Tata Xover

2006 Tata Cliffrider

2007 Tata Elegante

Commercial Vehicles

Tata 1616 Starbus

Tata 1613

Tata Ace

Tata TL/Telcoline/207 DI Pickup Truck

Tata 407 Ex and Ex2

Tata 709 Ex

Tata 809 Ex and Ex2

Tata 909 Ex and Ex2

Tata 1109 (intermediate truck)

Tata 1510/1512 (medium bus)

Tata 1610/1616 (Heavy bus)

Tata 1613/1615 (Medium truck)

Tata 2515/2516 (Medium truck)

Tata 3015 (Heavy truck)

Tata 3516 (Heavy truck)

Tata Novus (Heavy truck designed by Tata Daewoo)

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3.3 PRODUCT PROFILE:-

Tata Nano Profile

Manufacturer Tata Motors

Also called The Peoples Car

Production 2008- present

Assembly Singur, West Bengal

Predecessor None

Class City car

Length 3100mm (122in)[1]

Width 1500mm (59.1in)[1]

Height 1600mm (63in)[1]

Curb weight 580 kg (1,300lb)-

600 kg (1,300lb)[2]

Fuel capacity 15 L

Designer Justin Norek

The Tata Nano is a proposed city car debuted by Indias Tata Motors at the 9 th annual

Auto Expo on January 10,2008 at Pragati Maidan in New Delhi, India.

Called the peoples car in Tatas promotional material, it was projected to the least

expensive production car in the world. The standard version of the Nano is projected to

sell for Rs. 100, 000 (approximately US $2500, GBP 1277, or 1700), not including fees

or delivery.

Newsweek identifies the Nano as a part of a new breed of 21 st century cars that

embodies a contrarian philosophy of smaller, lighter and cheaper and portends a new

era in inexpensive personal transportation and potentially, global gridlock. The Wall

Street Journal confirms a global trend toward small cars, led by the Nano.

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The prefix Nano (e.g., nanometer) derives from the Greek root nanos meaning dwarf.

Nano also means small in Gujarati, the native language of the Tata family, founders

of the Tata Group.

3.4 History and Conception

The project to create a lakh (1 lakh = 100000 rupees) car began in 2003, under the

Chairman of Tata Motors, Ratan Tata. The strategy behind the project was the awareness

of the number of Indian families who had two wheeled transport, but couldnt afford a

four wheel car, and was based on the companys success in producing the low cost 4

wheeled Ace truck in May 2005.

Industry convention was that a reliable car couldnt be made at such a low

price, so initial media speculation was that the car would be a simple four-wheeled auto

rickshaw. However, The Times of India reported that the vehicle is a properly designed

and built car. The Chairman is reported to have said, it is not a car with plastic curtains

or no roofits a real car.

During development the company reinvented and minimized the manufacturing

process, brought in innovative product design, and asked component manufacturers to

look at current work and design approaches in a different perspective to produce logicaland simple solutions.

The car was designed at Italys Institute of Development in Automotive

Engineering, with Ratan Tata ordering certain changes during the process, such as

reducing the number of windscreen wipers from two to one.

3.5 The interior of the Nano

The Nano has 21 more interior spaces and an 8 smaller exterior, when compared

with its closest rival, the Maruti 800. The car will come in different versions, including

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one standard and two deluxe variants. The deluxe version will have air conditioning, but

no power steering. The car is expected to be produced in the Singur plant in West Bengal,

which is under construction. The initial production target set by Tata Motors is 250,000

like Mumbai; Ratan Tata has conceived a scheme to only offer the Nano to those

individuals who do not have an automobile already. The Nano will also replace many

overloaded and worn-out two-stroke polluting vehicles, both two and three-wheeled.

Used Car Market Effects

The Nano is alleged to have severely affected the used car market in India, as

many Indians opt to wait for the Nanos release rather than buying a secondhand car of

the Nanos nearest competitors, the Maruti 800 (a rebadged Suzuki Alto). Sales of new

800s have dropped 20, and 30 for used models. As one automotive journalist surmises:

people are asking themselves and us why they should pay, say, 250,000 rupees for a

Maruti Alto, when they can wait and get a brand new Nano for less in a few months

time, a car that is actually bigger.

TABLE 4.1: Showing the AGE group of the Respondents

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AGE NO Respondents Percentage

18 -23 40 40

24-30 35 35

31-40 15 15

40 above 10 10

Total 100 100

Sources: Primary Data

Analysis: Out of 100 respondents surveyed, 40% of them were Aged 18-23, 35% were

24-30, 15% were 31-40 and 10% were above 40

Chart 4.1 showing AGE of the Respondents

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40

35

15

10

0

5

10

15

20

25

30

35

40

45

18 -23 24 -30 31 -40 40 above

No of Respondents

Interpretation: Out of 100 respondents surveyed 40% of them were Aged 18-23, 35%

were 24-30, 15% were 31-40 and 10% were above 40

TABLE4.2 showing GENDER of the Respondents

GENDER NO OF

RESPONDENTS

PERCENTAGE

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MALE 75 75

FEMALE 25 25

TOTAL 100 100

Source: primary data

Analysis: Out of 100 respondents surveyed, 75% of them were males & 25% females.

Chart 4.2 showing GENDER of the Respondents

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75%

25%

0%

10%

20%

30%

40%

50%60%

70%

80%

MALE FEMALE

NO OF RESPONDENTS

Interpretation: Out of 100 respondents surveyed 75% of male & 25% of females.

Table 4.3 showing OCCUPATION of the Respondents

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OCCUPATION NO OF

RESPONDENTS

PERCENTAGE

Student 35 35

Business 40 40

House wife 5 5

Employee 10 10

Others 10 10

Total 100 100


Analysis: Out of 100 respondents surveyed 35% were students & 40% of them were

businessmen & House wife 5% & Employee 10% and others 10%

Chart 4.3 showing OCCUPATION of the Respondents

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35

40

5

10 10

0

5

10

15

20

25

30

35

40

45

STUDENT BUSINESS HOUSE WIFE EMPLOYEE OTHERS

Interpretation:Out of 100 respondents surveyed 35% were students & 40% of them

were businessmen & House wife 5% & Employee 10% and others 10%

TABLE4.4 showing INCOME PER MONTH of the Respondents

INCOME PER NO OF PERCENTAGE

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MONTH RESPONDENTS

Rs10000 ABOVE 50 50

Rs10000

-Rs15000

20 20

Rs 20000 10 10

NONE 20 20

TOTAL 100 100


Analysis: Out of 100 respondents surveyed 50% earn above Rs 10000 & 20% earn

Rs 10000-Rs15000 & 10% earn above 20000 & 10% of them do not earn

\

CHART 4.4 showing INCOME PER MONTH of the Respondents

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50

20

10

20

0

10

20

30

40

50

60

Rs 10000 Rs 10000-Rs15000 Rs 20000 NONE

No of respondents

Interpretation: Out of 100 respondents surveyed 50% earn above Rs 10000 & 20% earn

Rs 10000-Rs15000 & 10%earn above 20000 & 10% of them do not earn

Table4.5 showing Respondents who are aware about TATA NANO

CAR

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AWARE ABOUT

NANO CAR

NO OF

RESPONDENTS

PERCENTAGE

YES 100 100

NO 0 0

TOTAL 100


Analysis: The above TABLE shows that 100% percentage targeted respondents know

about TATA NANO CAR

Chart 4.5 showing Respondents who are aware about TATA NANO

CAR

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100

0

0

20

40

60

80

100

120

YES NO

NO OF RESPONDENTS

Interpretation: The above CHART shows that 100% percentage targeted respondents

know about TATA NANO CAR

Table 4.6 showing Respondents who like the Rs 1lakh TATA NANO

CAR

LIKE THE NO OF THE PERCENTAGE

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Rs1LAKH NANO RESPONDENTS

YES 76 76

NO 24 24

TOTAL 100 100


Analysis: The above TABLE shows that 76% respondents like the Rs 1lakh TATA

NANO CAR, & 24% respondents dont like it.

Chart 4.6 showing Respondents who like the Rs 1lakh TATA NANO

CAR

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76

24

0

10

20

30

40

50

60

70

80

YES NO

NO OF RESPONDENTS

Interpretation: The above chart shows that 76%respondents like the Rs 1lakh TATA

NANO CAR, & 24% respondents dont like it.

Table4.7 showing Respondents preference for NANO CAR model

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MODEL NO OF RESPONDENTS PERCENTGE

DELUXE

WITH AC

40 40

STANDARD

WITHOUT

AC

60 60

TOTAL 100 100


Analysis: The above TABLE shows that 40 %respondents like to go for deluxe with AC

model & 60% respondents would like to go for Standard without AC.

Chart 4.7 showing Respondents preference for NANO CAR model.

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40

60

0

10

20

30

40

50

60

70

DELUXE WITH AC STANDARD WITHOUT AC

NO OF RESPONDENTS

DELUXE WITH AC

STANDARD WITHOUT

Interpretation: The above CHART shows that 40% respondents would like to go for

Deluxe with AC Model & 60% would prefer to Standard without AC Model.

Table 4.8 showing Respondents preferences for NANO CAR model of

its AFFORDABILITY

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SCALE NO OF

RESPONDENTS

PERCENTAGE

Strongly

Agree

20 20

Agree 50 50

Cant say 15 15

Disagree 10 10

Strongly

disagree

5 5

Total 100 100


Analysis: The above TABLE shows that 20% respondents strongly agree about Nano

Affordability, 50% agree, 15% dont have any view & 10% disagree and

5%strongly disagree.

Chart 4.8 showing Respondents preferences for NANO CAR model of

its AFFORDABILITY

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20

50

15

10

5

0

10

20

30

40

50

60

STRONGLY AGREE AGREE CAN'T SAY DISAGREE STRONGLYDISAGREE

NO OF RESPONDENTS

Interpretation: The above chart shows that 20% respondents strongly agree about Nano

Affordability, 50%agree, 15% dont have any view & 10%disagree and 5% strongly

disagree.

Table 4.9 showing Respondents preferences for NANO CAR due to its

GOOD MILEAGE-20Km/litre

SCALE NO OF PERCENTAGE

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RESPONDENTS

Strongly Agree 25 25

Agree 50 50

Cant say 10 10

Disagree 10 10

Strongly disagree 5 5

Total 100 100


Analysis: The above TABLE shows that 25% of the respondents commented that they

strongly agree about Nanos Good mileage, 50%of them agree, 15%dont have any

idea & 10% disagree and 5% strongly disagree.

Chart 4.9 showing Respondents preferences for NANO CAR due to its

GOOD MILEAGE-20Km/litre

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25

50

10 10

5

0

10

20

30

40

50

60


NO OF RESPONDENTS

Interpretation:The above Chart shows that 25% of the respondents commented that

they strongly agree about Nanos Good mileage, 50% of them agree, 15 %dont have

any idea & 10% disagree and 5% strongly disagree.

Table 4.10 showing respondents willingness to buy nano car instead of

second hand car

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BUY NANO CAR

INSTEAD OF

SECOND HAND CAR

NO OF RESPONDENTS PERCENTAGE

YES 65 65

NO 35 35

TOTAL 100 100

Source: Primary Data Analysis: The Table shows that 65% of respondents would go for

Nano car instead of second hand car & 35% would not go for Nano car.

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Chart 4.10 showing respondents willingness to buy nano car instead of

second hand car

65%

35%

0%

10%

20%

30%

40%

50%

60%

70%

YES NO

NO OF RESPONDENTS

Interpretation: The Chart shows that 65% of respondents would go for Nano car instead

of second hand car & 35% would not go for Nano car

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Table 4.11 showing respondents opinion for the probable success of

Nano car in long run due to Tatas Brand Name

SCALE NO OF

RESPONDENTS

PERCENTAGE

Strongly

Agree

5 5

Agree 43 43

Cant say 31 31

Disagree 18 18

Strongly

Disagree

3 3

TOTAL 100 100

Source: Primary Data

Analysis: The above Table shows 5% strongly agree & 43% respondents believe that

Tatas brand name will be reason for its success in the long run, 31% respondents dont

have any perception , 18% are disagree , 3 %are strongly disagree with above statement.

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Table 4.12 showing respondents agreeabout Nano car may

create the bench mark as a worlds cheapest car.

SCALE NO OF

RESPONDENTS

PERCENTAGE


Agree 55 55

Cant say 35 35

Disagree 7 7

Strongly Disagree 3 3

TOTAL 100 100


Analysis: The Table shows that Nano car has created the bench mark as a worlds

cheapest car is acceptable by 10%, strongly agree, 55% respondents, 35%cant say,

7% disagree & 3% strongly disagree.

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Chart 4.12 showing respondents agree that Nano car may create the

bench mark as a worlds cheapest car.

10

55

35

73

0

10

20

30

40

50

60

Strongly Agree Agree Cant say Disagree Strongly disagre

NO OF RESPONDENTS

Interpretation: The Chart shows that Nano car has created the bench mark as a worlds

cheapest car is acceptable by 10%, strongly agree, 55% respondents, 35%cant say, 7

%disagree & 3% strongly disagree.

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TABLE 4.13 showing respondents preference of nano car to other

exiting brand from the point of view of Easy driving and Parking

SCALE NO OF

RESPONDENTS

PERCENTAGE

Strongly Agree 5 5

Agree 60 60

Cant say 20 20

Disagree 10 10


TOTAL 100 100


Analysis: This Table shows that 60% respondents would prefer Nano Car to other

existing brand from the point of view of easy driving & parking, 20% dont have any

opinion, 10 %disagree, 5 %strongly agree & 5 %strongly disagree.

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Chart4.13 showing respondents preference of nano car to other exiting

brand from the point of view of easy driving and parking

5

60

20

10

5

0

10

20

30

40

50

60

70

Strongly Agree Agree Cant say Disagree Strongly Disagr

NO OF RESPONDENTS

Interpretation: This Chart shows that 60% respondents would prefer Nano Car to other

existing brand from the point of view of easy driving & parking, 20 %dont have any

opinion, 10% disagree, 5% strongly agree & 5% strongly disagree

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Table 4.14 showing respondents Agree about Nano being priced at around a lakh

will make it a popular choice.

SCALE NO OF

RESPONDENTS

PERCENTAGE


Agree 65 65

Cant say 10 10

Disagree 5 5


TOTAL 100 100


Analysis: This Table shows that 20% respondents strongly agree & 65% agree

would prefer Nano Car will be the popular choice because of price at around a lakh

rupee , 10% dont have any opinion , 5 %disagree & 0% strongly disagree with

above statement.

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Chart 4.14 showing respondents Agree about Nano being priced at

around a lakh will make it to be popular choice

20

65

105

00

10

20

30

40

50

60

70

Strongly

Agree

Agree Cant say Disagree Strongly

Disagree

NO OF RESPONDENTS

Strongly Agree

Agree

Cant say

Disagree

Strongly Disagr

Interpretation: This chart shows that 20% respondents strongly agree & 65% agree

would prefer Nano Car will be the popular choice because of price at around a lakh rupee

, 10 %dont have any opinion , 5% disagree & 0 %strongly disagree with above

statement.

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TABLE 4.15 Shows whether the respondents are satisfied with the

distribution network of the TATA NANO

SATISFIED WITH

DISTRIBUTION

NETWORK

NO OF

RESPONDENTS

PERCENTAGE

YES 70 70

NO 30 30

TOTAL 100 100


Analysis: The Table shows that 70% of the respondents are satisfied with distribution

network & 30% not satisfied with distribution network of Tata Nano

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Chart 4.15 shows whether respondents are you presently satisfied with

the distribution network of the TATA NANO

70

30

0

10

20

30

40

50

60

70

80

YES NO

NO OF RESPONDENTS

Interpretation: The chart shows that 70 %satisfied with distribution network & 30% not

satisfied with distribution network of Tata Nano

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Table4.16 shows the respondents if the delivery period after booking is

very long

SCALE NO OF RESPONDENTS PERCENTAGE

Strongly Agree 5 5

Agree 25 25

Cant say 25 25

Disagree 40 40


TOTAL 100 100


Analysis: The above showing Table shows the 5% strongly agree & 25% agree with

delivery period after booking & 25% dont have any idea, 40% disagree & 5% disagree.

Chart 4.16 shows the respondents if the delivery period after booking is

very long

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5

25 25

40

5

0

5

10

15

20

25

30

35

40

45


NO OF RESPONDENTS

Interpretation: The chart shows that 5% strongly agree & 25% agree with delivery

period after booking & 25% dont have any idea, 40 %disagree & 5% disagree.

Table4.17 shows the respondents should TATA NANO change its

marketing strategic to succeed in long run

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SCALE NO OF

RESPONDENTS

PERCENTAGE


Agree 55 55

Cant say 15 15

Disagree 10 10


TOTAL 100 100


Analysis: The above showing Table shows the 15% strongly agree & 55% agree with

marketing strategy to succeed in long run & 15% dont have any idea, 10% disagree &

5% disagree.

Chart 4.17 shows the respondents should TATA NANO change its

marketing strategic to succeed in long run

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15

55

1510

5

0

10

20

30

40

50

60

Strongly

Agree

Agree Cant say Disagree Strongly

Disagree

NO OF RESPONDENTS

Strongly Agree

Agree

Cant say

Disagree

Strongly Disagr

Interpretation: The chart shows that 15% strongly agree & 55% agree with marketing

strategy to succeed in long run & 15% dont have any idea, 10% disagree & 5% disagree

5.1 Findings

Nano is promising to be the worlds cheapest car and this would be the big

factor for potential buyers to go for Nano Car.

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The survey also shows that most of the respondents like Rs1lakh Tata Nano

car 76 while the other 24, dont like it.

The survey also shows that majority of the respondents 65 like to buy Tata

Nano & 35 dont like to buy.

It is also observed that 60 of the respondents like Nano which is standard

without A/C & 40 like deluxe with A/C.

The survey shows that 50 of the respondents go for Nano car .because of good

mileage.

Survey shows that most of respondents 65 buy Nano car instead of second

hand car

Survey shows that most of respondents are of opinion thatTata is common

brand and Nano Car is for common people, therefore respondents have agreed

that Nano will succeed in the long run due to Tatas brand name.

Survey shows that 70 of respondents are satisfied with distribution network &

30 not satisfied with distribution network of Tata Nano

The surveys shows that 15 strongly agree & 55 agree with marketing strategy

to succeed in long run & 15 dont have any idea, 10 disagree & 5 disagree

A very good reason to buy Tatas Nano is the mileage, the best competitor of

Nano in India is Maruti800 and its mileage is 15kmpl only whereas Nano

promising mileage is 21kmpl.

Even though many two-wheeler owners have the opinion of good mileage

about Nano Car compared to two-wheelers like Bajaj Avenger, Discover,

Royal Enfield model which all have the mileage below 40kmpl.

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Most of respondents are giving highest preference to the factor in the car

which is it accommodates more persons at less Cost, after which comes

Comfort.

Respondents who are able to afford the second hand car may also be able to

afford Nano car and along with affordability many benefits like less

Maintenance cost, good mileage, less running cost is connected to Nano Car

so 65 of the respondents are willing to buy Nano car instead of second hand

car .

Two Nanos car can be effortlessly parked in a typical Scorpio or three Nano

car easily fit into the space occupied by two Ambassadors, so in Metros,

where parking is a huge problem Nano could be the solution.

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5.2 Suggestions

Tata must maintain the promising price and quality of Nano Car, so that the

objective of Nano as a common people car will come true and it is the only

marketing strategy that TATA Nano has.

Peoples car, Tata Nano can be made on the new line of aspects like Tata

Motors could think of supplying the car kits to their dealers who will assemble

these kits into the complete car at their own established plants. This is a very

good strategy of low price of Tata Nano but it might hamper the delivery time

of Nano to respondents because of assembling at the end, so Tata will have to

focus on Delivery time specifically.

Service centers should be there in small town also so that customers can get

service facility without any delay and inconvenience.

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Nano has a very high demand (1.6 million in 2008) compared to planned

supply (250,000-350,000unit per year), therefore Tata Nano should increase

the production estimation to meet the customer demand to satisfy almost all

potential buyers.

Tata must focus on Research & Development to reduce the maintenance cost

and quality improvement which will help them to stick to their existing

reasonable price.

There should be easy availability of replacement part of Nano car for the

remote customer at minimal cost

A sound & good distribution channel strategy can be planned so that everyone

can be made aware of the Car and its highlighting features.

5.3 Conclusion

A true entrepreneur Ratan Tata is finally able to keep his promise and deliver a car

for Rs 1 lakh the Nano with the help of team of Tatas engine who initially had no

blueprint of Nano. They started with a dream and turned it into reality.

Tata nano currently didnt have any marketing strategy, even though it has achieved lot

of sale but 5 years down the lane it may require good marketing strategies. Presently

TATA Nano has targeted only lower middle class segment but in future if it had to

achieve sales and target higher class it requires marketing strategies such as good ad

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commercial, and doing auto expos in various places. If TATA Nano had to enter foreign

market it definitely requires marketing strategies as I mentioned above

Tata fulfilled the dream of millions of people who never thought to buy four wheeler

but now it is possible because of its easy affordability for targeted middle class family. In

reality Nano has greater value of money with many benefits like fuel-efficient, good

mileage, safety, easy parking; accommodate more persons at less cost compare to two-

wheelers.

Tata has also moved one step forward in reducing global warming and becoming about

environment by launching eco-friendly car- Nano.

Nano has created a benchmark in small car segment and encourage the development of

Auto industry with creative innovation. Many competitors already started to develop a

low cost small car, one of them is Bajaj auto who planned to deliver Rs.1.3 lakhs with a

mileage of 35km/pl by the end of 2013 and this positive competition will finally benefit

the respondents.

Overall view of targeted respondents towards Nano Car is good. Nano also has opened

the scope in international market which will help Tata in increasing its stake in Auto

Industry. TATA Nano has threat from companies like NISSAN, Mahindra, and Bajaj

which are going to enter this segment in some period of time

BIBILIOGRAPHY

1. George E. Belch and Michael A. Belch, Advertising and Promotion, Published

by Tata McGraw-Hill Publishing company limited New Delhi, India, Sixth

Edition.

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2. Philip Kotler, Marketing Management, published by Dorling Kindersley

(India) Pvt.Ltd NewDehli, India, Twelfth Edition.

3. http://www.tatanano.com

4. http://www.tatamotors.com

5. http://www.xtra.newsweek.com

Questionnaire

64
http://www.tatanano.com/http://www.tatamotors.com/http://www.xtra.newsweek.com/http://www.tatanano.com/http://www.tatamotors.com/http://www.xtra.newsweek.com/


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I, Vinay.S, student of City College, Bangalore, I am doing a project

titled MARKETING STRATEGY OF TATA NANO in partial

fulfillment of MBA program of Bangalore University. I request you to fill upthis questionnaire, which will help me in completion of my Project. I assure

you that all the details provided by you will be confidential and used for the

academic purpose only.

Thanking you!

1. Name: _______________________________

2. Age Group:

18 - 23years [ ] 24-30 years [ ]

31-40 years [ ] above 40 years [ ]

3. Gender:

Male [ ] Female [ ]

4. Occupation:

Student [ ] Business [ ] Housewife [ ]

Employee [ ] Others [ ]

5. Income per month:

a) >Rs 10,000 b)


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Yes No

7. Do you like the Tatas Rs 1lakh Car, the Nano?

Yes No

8. Would you like to buy Tatas Nano Car?

Yes No

9. Which model would you go for?

a) Deluxe with AC

b) Standard without AC

10. I prefer Nano due to its affordability?

Strongly Agree Agree Cant says Disagree Strongly Disagree

11. Nano Car will be preferred due to its good mileage 20km/Liter.


12. Nano Car will be preferred because they are more eco-friendly.


13. Would you like to buy a Nano car instead of Second hand car?

Yes No

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If yes indicate the reason in the order of preference (1, 2, 3, 4, )

a) Its a new

b) Mileage

c) Running cost

d) Maintenance cost

14. Do you think Nano car will succeed in long run due to Tatas BrandName?


15. Will Nano creates the benchmark as a worlds cheapest car?


16. Do you think Nano Car will be preferred to other existing brand from the

point of view of easy Driving and Parking?


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17. Nano Car being priced at around a lakh of rupees will make it to be

popular choice?


18. Are you presently satisfied with the distribution network of the TATA

NANO?

YES NO

19. Do you think TATA NANO should do more advertising?

YES NO

20. Do you think if the delivery period after booking is very long?

Strongly Agree Agree Cant says Disagree Strongly

Disagree

21. Do you think TATA NANO has only concentrated on higher class

segment?


Disagree

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22.Do you think TATA NANO has threat from foreign companies


Disagree

19. Should TATA NANO change its marketing strategy to succeed in long

run?


Disagree

vinay mian project

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