Target Marketing

Tata Motors
Presentation by

PRACHI DUBEY(06) PRASHANTHINI.D(12) PRIYANKA(26)

I yr MBA

Consists of a set of buyers who share common needs or characteristic s that the company decides to serve

Here our study & discussion is on TATA Motors - Nano

TATA MOTORS
COMPANY PROFILE

Tata Motors is part of the Tata Group which is one of the top five business houses in India, having history of 185+ years of successful business ventures.

Tata Motors Limited, formerly known as TELCO (TATA Engineering and Locomotive Company), is a multinational corporation headquartered in Mumbai, India. It is India's largest passenger automobile and commercial vehicle manufacturing company. It is one of the world's largest manufacturers of commercial vehicles.
An Indian automotive major with significant markets in Europe, Australia, South East Asia, Middle east and Africa. Turnover of Rs. 700 crores

TATA MOTORS
Tata Motors has its manufacturing base in Jamshedpur, Pantnagar, Lucknow, Pune. Tata Motors was established in 1945, when the company began manufacturing locomotives. The company manufactured its first commercial vehicle in 1954 in collaboration with Daimler-Benz AG, which ended in 1969. In March 2008, it finalised a deal with Ford Motor Company to acquire their British Jaguar Land Rover (JLR) business, which also includes the Rover, Daimler and Lanchester brand names.The purchase was completed on 2nd June 2008.

INTRODUCTION OF TATA NANO

Dream-dream and dream, because dream gives vision, vision gives thoughts and finally thoughts lead to the action". Each letter of these motivational words said by India's former President Dr. A.P.J. Abdul Kalam goes exactly with Mr. Ratan Tata, Chairman of Tata group, who in the year 2003, dreamt of producing a safe, affordable Car for the common man. Finally after the wait of five years, crossing all financial and technological barriers, Ratan Tata kept his promise and unveiled Tata 'Nano' on 10th January 2007, at the 9th Auto Expo 2008 in New Delhi. Tata Nano, cool & smart, launched by Tata Motors is world's cheapest Car with a price tag of Rs.1 lac +.

DESCRIPTION ABOUT NANO

The project has literally become India's claim-for-fame in the international-media due to Tata Motors' innovation in developing the car, as well as keeping it low in price. The car itself is expected to boost the Indian Economy, create entrepreneurialopportunities across India, as well as expand the Indian car market by 65%. The car was envisioned by renowned industrialist, Ratan Tata, Chairman of the Tata Group and Tata Motors, who has described it as an eco-friendly "people's car". Nano has been greatly appreciated by many sources and the media for its low-cost and eco-friendly initiatives which include using compressed-air as fuel and an electric-version. Tata Group is expected to mass-manufacture the Nano in very large quantities, particularly the electric-version, and, besides selling them in India, to also export them world-wide.

What makes it so cheap !

The Tata Nano uses plastics and adhesives rather than welding. introducing the car with an artificially low price through govt-subsidies and tax-breaks, or using vertical-integration, or partially using inexpensive polymers or biodegradable plastics instead of a full metal-body. It has no AC, no power steering, no power windows, no power bells and whistles.

TARGET MARKET FOR NANO

Executives two wheeler segment.

Second Hand Car Users

Auto Rickshaw Market Lower Income Group

TARGET MARKET FOR NANO

The low-cost car is clearly intended for the masses. For the family of four that would otherwise ride on a scooter, precariously balancing a tiny tot on the front and a baby on the wifes lap. For the first-time car buyer in India - a huge market despite the increasing number of cars in the urban and semi-urban areas. Its Also attract the small cars buyers like maruti 800.

OBSTACLES TO NANO
However, Due to the Singur land dispute, the "Stalled Car Factory" is "Costing Jobs, Splitting Neighbors in West Bengal Tata's problems in West Bengal are scaring off other industries hoping to locate here, including Infosys, a software maker that wanted to build a business park that would provide 5,000 jobs. Due to ongoing opposition to Tata's Singur car-factory by Mamta Banerjee, who demanded land to be returned from the factory, Tata Motors took decision to pull out of Singur. Tata Motors is manufacturing Tata Nano at its Pantnagar plant. Tata Motors announced it was pulling out its Nano small car industrial project from West Bengal's Singur and blamed the Mamata Banerjee-led Trinamool Congress, which spearheaded the protests against the factory, for the 'painful' decision. While existence of Tata Nano could lead to high industrial growth , the exit lead west Bengal a loss of more than 80,000 crore .How ever Tata has to suffer in terms of delay and settlement cost .

COMPETENCIES OF TATA NANO

Tata is now 57th most valuable brand globally livemint.com: April 22, 2008 The Tata groups intense activities in 2007 have seen it rising 45 places to No. 57 in Brand Finance Top 500 Global Brands Expectations According to one report, India as well as other nations, such as European nations[, have great expectations from the Nano and are keenly and eagerly eagerly awaiting it, especially the electric version of the Nano. Modular design
In fact, Tata envisions going even further, providing the tools for local mechanics to assemble the car in existing auto shops or even in new garages created to cater to remote rural customers. With the exception of Manjeet Kripalani, BusinessWeek's India bureau chief, few have focused on this breakthrough element of the Nano innovation (BusinessWeek.com, 1/10/08).

 Pricing strategy Tata initially targeted the vehicle as "the least expensive production car in the world" aiming for a starting price of 100,000 rupees or approximately $2300 US despite rapidly rising material prices Export expectation
Being worlds cheapest car it is expected that not only India demand for Nano will go rise at global level. Since it meeting Euro-4 norms at this price so this is taking as a future of small car segment .

Reputation and Acceptance of Tata After launch TATAs have shown the world what Indian engineering is truly capable of
Financial Times U K reports

Enthusiastic support Tata Motors is receiving preliminary and some very enthusiastic support in the media and officials, even from Europe, for the electric-version from India as well as other-nations. The enthusiasm is even higher than that for the petrol-version

FUTURE OF NANO (CONCLUSION)

Emerging markets are a fertile ground for innovation. The challenge of reaching dispersed, low-income consumers in emerging markets often spurs significant innovation. World is getting tougher day by day being unique is a competitive advantage. Expectations to Nano has proved this . After 100 years to Henry Ford , Tata has proved him again not only he came out of the expectations but also came out with a platform for Indian auto sector .

So this as per this project conclusion can be drawn as a future car not only of Indian but also if exported than could be to the world.

Thank you