TATA NANO

TATA NANO

TATA NANONEERAJ NAYAKThe Nano from Tata Motors, Indias peoples car, started to be sold July in 2009Applauded as the car almost equivalent to Fords T model in that the car was made affordable to the potential customers with lower incomeIntroduction

Product FeaturesLength:- 3.1 mtrWide:- 1.5 mtrHeight:- 1.6 mtrWeight:- 600 KgMileage:-20KmplFuel tank:- 15 LtrEngine:- 624 ccTop speed:- 95-100KphGround clearance:-180 mmGear box:- 4-speed

Product FeaturesLength:- 3.1 mtrWide:- 1.5 mtrHeight:- 1.6 mtrWeight:- 600 KgMileage:-20KmplFuel tank:- 15 LtrEngine:- 624 ccTop speed:- 95-100KphGround clearance:-180 mmGear box:- 4-speed Length:- 3.1 mtr

Wide:- 1.5 mtr

Height:- 1.6 mtr

Weight:- 600 Kg

Mileage:-20Kmpl

Fuel tank:- 15 Ltr

Engine:- 624 cc

Top speed:- 95-100Kph

Ground clearance:-180 mm

Gear box:- 4-speed

Product FeatureSegmentation :Variable Used

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.

S T PAdvantages:Most people can afford it. People will probably prefer driving this rather than driving their 2-wheelers. Two-wheelers are quite dangerous especially in IndiaThe 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.