Tata Nano Marketing Mix

 
Low cost car: ‘Nano’ gain the first mover advantage?
Behind Tata Nano is Tata Motors, the South Asia’s largest automobile company, Tata Motors has produce and sold over 4 million vehicles in India since 1954. Has formed important partnerships with high recognizes brands such as Fiat and Hitachi and has expanded its business to different places around the world. This well establishedcompany has been making global headlines in the auto industry; Tata Motors become India's top-ranked company for research and development (R&D), as per a list collected by the European Commission and in 2010 sup exceeded trust to win the coveted title of 'India's most valuable brand in an annual survey conducted by Brand Finance and The Economic Times.
Tata Nano marketing actions
1. StrategyTata Nano, the people’s cars. Ratan Tata chairman of Tata group had a vision of a small car at the ideal price level of an affordable family car; in 2008 this vision was turned into reality. Tata Nano was the cheapest car in the world at the time of introduction, this car bring within the opportunity for new car ownership for people who would otherwise under no circumstances own one, and for thewealthy to join the trend.
Tata Nano’ strategy focuses on four main factors:
• Offering the best technological innovation; fuel efficient and safe, use of toll and hydroforming, 2 cylinder engine and the best engineers employed for the job
• Setting customer expectation; affordable price, innovate design, easy financial option, safety, environmentally friendly
• Robust and scalabledistribution network; new sales vendor relations, tie up with Indian’s largest banking network
• Low manufactured cost; engine made of aluminium, over 20 vendors supply 70% of the parts
This is a solid strategy. Approach those people who related car ownership as a luxury an unachievable status, furthermore Tata Nano is also adding value to its product as putting together the best technologicalinnovation and offering the most competitive price.
From a personal point of view, and being myself travelled around India. There are two main problems that Tata Nano is solving with its low cost car. Offering to potential buyer the opportunity to skip the inefficiency of public transport, every time I saw a bus it was full up, there were even people being transported outside the bus holding the doorhandles. It was difficult to imagine how people get off and in; and how those people can stand such a high temperature for a long journey, as it is known India is a huge country but in reality is more than that travelling from city to city took me around 15 hours per train and in some big cities I had to travel around two hours from some location to another, including traffic jam.
The secondproblem that Tata Nano strategies focus also in safety, from my point of view the Indian traffic system is the most senseless and dangerous I have ever seen, and this is because there is not system, there are roads some traffic lines but mainly what people do is whatever they feel to do with most of the time not respect. One of the main concerns I had was the safety of the motor bike users as they werethe most exposed to danger and how those drivers were also irresponsible by not wearing helmets and also by carrying sometime is one motor bike around 4 people including children, unbelievable yes, true also. By persuading motorbike users Tata Nano also promote a little bit more safeness for Indian communities.
I also admire how Tata Nano also use networking in its strategy now vendors and banksare included, which not also save cost but create more opportunities for Indian people and business while at the same time create a better brand perception among India and the world.

Segmentation objectives

• Satisfy the need for a safe and comfortable personal mode of transportation to the middle class Indians.
• Tata Nano aim to fill the gap between the four wheeler and the two...