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Tata Nano
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Introduction
Tata Nano is an inexpensive, rear-engined, four-
passenger city car built by the Indian company Tata
Motors
This nickname is due to the Nano's price point,
nearly 100,000
Less expensive after the road tax, service tax & the other
registration fees.
Greatest strengths of Nano is its tiny price tag.
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Pricing
It used plastic and adhesive instead of welding.
No AC, No power steering, No Air bags, No power
window.
Used inexpensive polymers or biodegradable plasticsinstead of a full metal-body.
624 cc 2 cylinder engine.
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Price of different models
Tata Nano Base model
Rs. 135000
Tata Nano CX
Rs.164481
Tata Nano LX
Rs.186498
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Controversy of increased price
Price increased as increase in input cost. especially
metal.
Increase in excise duty after union budget of 2010.
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Planning & Strategy
Questionnaire
Discussion with Decision
maker
Interview with Expert
Secondary data Analysis Quantitative Research
with 10 people
Hypothesis after research
Nano is safe for driving
Conversion of Nano to a
Taxi; do not affect the
brand image &
consequently sales.
Hike in sales do not affect
sales
Prefer Nano instead of two
wheeler
People can wait for 2
months
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Could have also included
It should not have waiting period
Ratan Tatas statement : Promise is a promise
Exchange offer
Safety measures can be enhanced because it is a primeconcern while purchases
Customization
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Consumer behaviour
Need Recognition
68%
8%
24%
Classification of consumer need
safety
Need
Esteem
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Consumer behaviour
Information Search
22%
66%
12%
Preference of channel of information
TV
Reference Group
Magzine
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Consumer behaviour
Evaluation of alternative
After collecting the information, consumers arrive at
some conclusion about the product
In this stage consumers are comparing different brands
based on set parameters which he or she thinks required
in the product
Since it is clear from the above data that majority of the
people are buying the car driven by safety need
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Consumer behaviour
Purchase decision
In this stage consumer buy the most preferred brand
The decision of making the particular brand is made
after consumer conviction over the alternative product
There are two factors which are making people to
postpone the purchase of Tata Nano.
Lack of information
Diffusion Process
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Consumer behaviour
Post purchase evaluation
After purchasing the product consumer will experience
some level of satisfaction and dissatisfaction
22% Satisfied 78% DissatisfiedSatisfaction:
Safety: 8o% Average Safe20% Equally
safe
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Consumer behaviour
Role of impulse purchase in decision making process
An impulse purchase or impulse buy is an unplanned
decision to buy a product or service, made just before a
purchase
The research has shown that buying a Tata Nano falls
under complex buying behaviour despite the low price
The research has also shown that people wait for 1 to 2
year before buying the product like Tata Nano
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Consumer behaviour
Target Audience
Who will buy the Tata Nano?
12
88
First Car Second Car
consumer preference of Tata Nano
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Consumer behaviour
StrengthCheapest
Eco-Friendly
Fuel Efficiency & Engine
Stylish
WeaknessNO MORDEN FACILITIES- ABS,
PS, AC etc
Not suitable hilly areas
Poor engine cooling & hence
overheating
Small tyres and fiber body
Opportunities
Cost Control
Parking Space
Low MaintenanceWorld Wide Appeal
Created a Niche market
Threats
Traffic Congestion
Cost may increase in Future
Bad impression due to late date
in market
Security not secure
Competitors HYUNDAI, BAJAJ,
GM
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Thank You
