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    Tata Nano: Neeraj Nayak

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    Mrunal Shirsat
    The Tata Nano is India's "people's car" introduced in 2009 to make car ownership affordable for lower income groups. It has a 624 cc engine, can carry 5 people, gets around 20 kmpl fuel efficiency, and costs around $2,500, making it one of the most affordable cars in the world. Tata aims to market the Nano to executive two-wheeler users, used car owners, auto rickshaw drivers, and middle and lower income families through an undifferentiated marketing strategy. While it increases mobility, critics note its small size, lack of air conditioning or safety features, and potential to add to traffic congestion.

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    Tata Nano: Neeraj Nayak

    Uploaded by

    Mrunal Shirsat
    37 views9 pages
    The Tata Nano is India's "people's car" introduced in 2009 to make car ownership affordable for lower income groups. It has a 624 cc engine, can carry 5 people, gets around 20 kmpl fuel efficiency, and costs around $2,500, making it one of the most affordable cars in the world. Tata aims to market the Nano to executive two-wheeler users, used car owners, auto rickshaw drivers, and middle and lower income families through an undifferentiated marketing strategy. While it increases mobility, critics note its small size, lack of air conditioning or safety features, and potential to add to traffic congestion.

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    overview of TATA NANO

    Original Title

    TATA NANO

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    The Tata Nano is India's "people's car" introduced in 2009 to make car ownership affordable for lower income groups. It has a 624 cc engine, can carry 5 people, gets around 20 kmpl fuel efficiency, and costs around $2,500, making it one of the most affordable cars in the world. Tata aims to market the Nano to executive two-wheeler users, used car owners, auto rickshaw drivers, and middle and lower income families through an undifferentiated marketing strategy. While it increases mobility, critics note its small size, lack of air conditioning or safety features, and potential to add to traffic congestion.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    37 views9 pages

    Tata Nano: Neeraj Nayak

    Uploaded by

    Mrunal Shirsat
    The Tata Nano is India's "people's car" introduced in 2009 to make car ownership affordable for lower income groups. It has a 624 cc engine, can carry 5 people, gets around 20 kmpl fuel efficiency, and costs around $2,500, making it one of the most affordable cars in the world. Tata aims to market the Nano to executive two-wheeler users, used car owners, auto rickshaw drivers, and middle and lower income families through an undifferentiated marketing strategy. While it increases mobility, critics note its small size, lack of air conditioning or safety features, and potential to add to traffic congestion.

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    TATA NANO

    NEERAJ NAYAK

    Introduction

    The Nano from Tata Motors, Indias


    peoples car, started to be sold July in
    2009
    Applauded as the car almost equivalent to
    Fords T model in that the car was made
    affordable to the potential customers with
    lower income

    Product Feature

    15 Ltr
    Length:- 3.1 mtr
    Wide:- 1.5 mtr

    Height:- 1.6 mtr

    Weight:- 600 Kg
    Mileage:-20Kmpl
    Fuel tank:- 15 Ltr

    24 cc
    Engine:- 624 cc

    Top speed:- 95-100Kph


    Ground clearance:-180 mm
    Gear box:- 4-speed

    Segmentation :
    Variable Used

    STP

    Geographic:
    rural and urban

    Demographic:
    family size & income.

    Behavioral:
    benefit & user status.
    Target Market:
    Executive two wheeler segment, second hand car user, auto rickshaw market,
    middle and lower income group people.
    Positioning:
    TATA intending to place in the mind of the consumers as a peoples car.
    Strategic options:
    Undifferentiated marketing.

    Advantages:
    Most people can afford it. People will
    probably prefer driving this rather than
    driving their 2-wheelers. Two-wheelers are
    quite dangerous especially in India
    The cars is small and will fill in small places
    for parking.

    Disadvantages:
    Less space. Ac in select models. Average
    chassis. Spare parts available only at TATA
    dealerships. Less economy as compared to
    a 2 wheeler. Not a ca for highway. More
    people will buy it means more traffic.

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