NEW

http://www.cineworld.co.uk/cinemas/facil
ities
PRODUCT
DEVELOPMENT

THE TATA NANO

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/bcpid18392187001?bclid=18121254001&b

PROJECT om/Press.aspx?ArticleID=95
ctid=61026542001http://www.agilitycms.c

Presented by:
http://kcineplex.com/link.php?id=138 Vijay Patel
Arpit Nagar
Aradhana Gupta
http://www.slideshare.net/montymetzger/ Chandra P. Moolchandani
marketing-innovation Sunil Patidar
A product can be considered new
under the following situations:-

New-to-the-world products
New product lines
Additions to existing product lines
Improvements and revisions of existing products
Repositioning
Cost reductions
 Idea Generation
G
E
S
Defining Target Market
T
A
Concept development and testing T
I
O
Feasibility Analysis N

Product Development P
E
Test Marketing R
I
O
Commercialization D
 IDEA GENERATION
Make a cheap car without Compromising
design.
 It should be low-cost, adhere to regulatory
requirements,
achieve performance targets such as fuel
efficiency
acceleration capacity
DEFINING TARGET MARKET

Segment accounts for 92% of the two-

wheeler market in India in terms of sales.

 Low Income group.

Medium Income Group.

CONCEPT DEVELOPMENT AND
TESTING
Tata gave an engineering team, led by 32-year-
old star engineer Garish Wagh.
A vehicle which had bars instead of doors and
plastic flaps to keep out the monsoon rains.

 It was closer to a quadricycle than a car.

and the first prototype, even a bigger engine,

which boosted the power by nearly 20 per cent.
FEASIBILITY ANALYSIS

Each engineer represented a different

part of the car:

engine and transmission,

body, vehicle integration, safety and

regulation,

and industrial design

Redesigned for tall people to get in

and out of the car.
 PRODUCT DEVELOPMENT
And finally the product was developed with the following features.
Engine Capacity Bosch 624 c.c. twin cylinder
Low capacity, Lighter, sufficient with better Power Rear Engine to
reduce the transmission length using a balancer shaft.
4 Speed Manual Gear Box
Higher thermal conductivity than cast iron, Lighter and so better
mileage
Superb control over emission and smooth acceleration.
Less length but more inner cabin space due to height.
Comfortable leg room.
Independent Front & Rear Suspension McPherson Strut in Front
& Coil spring & trailing arm in rear.
COMMERCIALIAZATION

Nano was commercialized in whole India.

There is a restriction to sell more than limited

units in one state.