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    By Sankalpa Kumar (281101) Kshitij Mishra (281188) Shubhangi Gupta (281106) Shubham Siddhant (281105) Kajol Bobra (281082) Dipanshu Junega

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    Sankalpa Kumar
    The document discusses positioning strategies for Tata Nano in the Indian market. It considers positioning the car as (1) a safer family transport than a two-wheeler, (2) appealing to college students based on style and maneuverability, or (3) an affordable "smart city car" that is safe, feature-rich, compact and cost-effective. The third alternative is identified as the best approach because it addresses both functional and emotional needs of middle-class consumers while avoiding perceptions of Nano only being the world's cheapest car. A marketing strategy is proposed focusing on specific customer segments, developing the product as fuel efficient with technology and style, offering multiple price variants, wide availability, and digital/print promotional

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    © All Rights Reserved
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    By Sankalpa Kumar (281101) Kshitij Mishra (281188) Shubhangi Gupta (281106) Shubham Siddhant (281105) Kajol Bobra (281082) Dipanshu Junega

    Uploaded by

    Sankalpa Kumar
    25 views10 pages
    The document discusses positioning strategies for Tata Nano in the Indian market. It considers positioning the car as (1) a safer family transport than a two-wheeler, (2) appealing to college students based on style and maneuverability, or (3) an affordable "smart city car" that is safe, feature-rich, compact and cost-effective. The third alternative is identified as the best approach because it addresses both functional and emotional needs of middle-class consumers while avoiding perceptions of Nano only being the world's cheapest car. A marketing strategy is proposed focusing on specific customer segments, developing the product as fuel efficient with technology and style, offering multiple price variants, wide availability, and digital/print promotional

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    The case study of how to position Tata Nano in the Indian market

    Original Title

    TATA NANO

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    The document discusses positioning strategies for Tata Nano in the Indian market. It considers positioning the car as (1) a safer family transport than a two-wheeler, (2) appealing to college students based on style and maneuverability, or (3) an affordable "smart city car" that is safe, feature-rich, compact and cost-effective. The third alternative is identified as the best approach because it addresses both functional and emotional needs of middle-class consumers while avoiding perceptions of Nano only being the world's cheapest car. A marketing strategy is proposed focusing on specific customer segments, developing the product as fuel efficient with technology and style, offering multiple price variants, wide availability, and digital/print promotional

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    25 views10 pages

    By Sankalpa Kumar (281101) Kshitij Mishra (281188) Shubhangi Gupta (281106) Shubham Siddhant (281105) Kajol Bobra (281082) Dipanshu Junega

    Uploaded by

    Sankalpa Kumar
    The document discusses positioning strategies for Tata Nano in the Indian market. It considers positioning the car as (1) a safer family transport than a two-wheeler, (2) appealing to college students based on style and maneuverability, or (3) an affordable "smart city car" that is safe, feature-rich, compact and cost-effective. The third alternative is identified as the best approach because it addresses both functional and emotional needs of middle-class consumers while avoiding perceptions of Nano only being the world's cheapest car. A marketing strategy is proposed focusing on specific customer segments, developing the product as fuel efficient with technology and style, offering multiple price variants, wide availability, and digital/print promotional

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    By

    Sankalpa Kumar(281101)
    Kshitij Mishra(281188)
    Shubhangi Gupta(281106)
    Shubham Siddhant(281105)
    Kajol Bobra(281082)
    Dipanshu Junega()
    Engine Problems: Design, noise and heating

    Huge competition from Maruti Suzuki and from companies present in two wheeler segments

    Limited Production capacity and unfavourable current market position

    Roadblocks in rural expansion


    How to successfully position Tata Nano as a
    low-cost “people’s car’’ for the rapidly growing
    middle class of consumers in India?
    1. Position it as a means of family transport that is safer and more comfortable than
    a two-wheeler
    2. Position Nano on the basis of its style and manoeuvrability to specific segments
    such as college students
    3. Positioning it as an affordable ‘smart city car’ which is safe, feature-rich,
    compact, cost effective and the best in its segment
     Relevance: It should address the needs of the customer
     Clarity: in terms of both target market and differential advantage
     Brand promise: Is it Believable and Credible?
     Profitable : Will the positioning help yield profits?
    Alternative 1
     It is addressing the needs for transportation and safety but it is not addressing the
    need for a low cost car
     Safety of the consumer for choosing Nano over a two wheeler can re-iterated
     Limiting the target market to people who own two wheelers
    Alternative 2
     Target market is limited to a very specific segment which is good if the company
    wants to create a niche for itself and not cater to a mass consumer base
     Main focus is on style of the car. Other aspects need to be highlighted too
    Alternative 3
     By positioning it as an affordable smart city car, the emphasis of the car being
    positioned as a cheap car will be minimized. At the same, positioning it as an
    affordable car which is also smart will cater to the needs of middle class consumers
    who have aspirations of owing a four wheeler.
     The alternative suggests that the car is safe and feature rich, thus catering to the
    functional needs of the consumers
     Overall by positioning Tata Nano as a smart city car, it can cater to both the hedonic
    and utilitarian needs of the consumers
    1. Segmenting Customers
     Geographic- Urban and semi-urban areas
     Income – Middle class
     Behavioural – Safety, Features, and Style
    2. Product :
    Fuel efficient, technological features, stylish
    3. Price:
    Low-cost
    Comes in three variants in terms of features and price
    4. Place:
    Available at all Tata Motors stores across India and through dealers in semi urban areas
    5. Promotion :
    Digital advertisements, social media campaigns and print media for promotion
    Aggressive PR for changing media perception of Nano being the world’s cheapest car

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