Nano Strategy Final..

8/3/2019 Nano Strategy Final..

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Sales Strategy of

TATA NANO


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Arghya Chandra(66) Avirup Ganguly(71)

Avik Ghosh(69) Subhankar Karmakar(113)

Avik Naskar(70) Upasana Banerjee( 59)


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Personal selling


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We are going to Discuss About

a High Involvement producttoday.


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Cars


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Tata Motorsy Product : TATAnano.

y Location : Tire 1 & Tire 2 cities in India.

y Activity : Sales Promotion.y Target : Increase the Sales Volume by

repositioning effort.


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CONCENTRATE ON TIERII & TIERIII CITIES


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Petrol Engine

2 cylinder petrol all aluminium Engine

624 cc

Bosch multi-point fuel injection (mpfi)

Variants

Models Ex-showroomprices

Nano Standard Rs 1,23,360

Nano Deluxe-Cx Rs 1,51,360

Nano luxury-Lx Rs 1,72,360

Diesel Engine

Jointly developed with Diesel Enginespecialist FEV

684 cc

Smallest Common Rail TurbochargedDiesel engine

Engine Options Petrol, Diesel, Electric.


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Type ofActivities

y Consumer Promotion.y Trade promotion.


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Consumer Promotion.

y Ground Promotion activities .

y Events.y Easy financing.

yAfter sales Services.


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Ground Promotion & Events.y Park The Car.(To showcase the advantage of small size)

y Are they safe?( For tire 2 City parents who give their child

a bike to go to school or colleges)y Jam Race.( In weekends in a simulated trafficJam)

y Auto Quiz.( any where any time)

y Carry Them all.( In bazaar or shopping mall like areas ,

preferably in week ends)y Test Drive.( through registration)

y Win a 1000 litre. ( in tire 2 cities)

y Go green with Nano. ( corporate & institutions)


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Reuse the old tools in a new way.


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PROMOTIONSPROMOTIONS


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After Salesy Nano Priority Care. (service centers )

y Nano accessories Center.

y True Nano lovers Program.


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Trade Promotion.

y Nano Priority Dealer (Give them a 3% more).

y Sale 100 Nanos and be a Nano priority dealer.y Priority dealers get special discount on spare parts and

accessories.


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B

udget Trade PromotionCar discount Spare Parts DiscountNo of distriburer 100 100

Percentage off 3% 3%

Avg Sales(unit/month) 15 100

Avg cost per unit 120000 5000

Total expentature 5400000 1500000

Consumer Promotion(per month

Events and ground promotion

No of evets 5

no of location /city 5

no of cities 34

everage expendature/Event 20000

Total 6800000

Total Promotional Expendature

Sales promotion/month

consumer promotion 5400000

trade promotion(Car) 1500000

trade promotion(Parts) 6800000

total 13700000


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Implementationy In 8 Tire 1 & 26 Tire 2 cities.

y In prime time & prime locations.

y Through Distribution Channels.y Through Event management companies.

yWith the help of Market Research Companies.


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Durationy Consumer Promotion should continue till all target

locations and target consumers are covered.

y

Trade promotion should continue till dealers fulfillthe Target and criterion.


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Auditingy Distribution channel and dealers should be audited in

a regular interval by the management of the company

to ensure the total utilization of the promotionalexpenditure.

y Consumer promotional events should be audited bythe market research companies in a regular interval.


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Actuation

yActuation or termination of any program should bedone on the basis of audit report.


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Conclusiony In tire 1 & tire 2 cities , positioning of TATA Nano

should be as an efficient and sufficient car with a really

affordable price tag. It should not be as a low priced caronly.

y In this presentation through a bunch of salespromotional programs we have tried to achieve that

which will eventually boost up the sales volume withina very short time frame and it will be carried on by ourtrade promotional programs.


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Thank You

Nano Strategy Final..

Documents