Tata Nano

Introduction
Tata Nano is an inexpensive, rear-engined, fourpassenger 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.

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 plastics instead of a full metal-body. 624 cc 2 cylinder engine.

Price of different models

Tata Nano Base model Rs. 135000 Tata Nano CX Rs.164481 Tata Nano LX Rs.186498

Controversy of increased price

Price increased as increase in input cost. especially metal. Increase in excise duty after union budget of 2010.

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

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 prime concern while purchases Customization

Consumer behaviour
Need Recognition

24%
safety 8% 68%

Need
Esteem

Classification of consumer need

Consumer behaviour
Information Search

12%

22%

TV Reference Group

66%

Magzine

Preference of channel of information

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

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

Consumer behaviour
Post purchase evaluation

After purchasing the product consumer will experience some level of satisfaction and dissatisfaction

Satisfaction:

22% Satisfied

78% Dissatisfied

Safety:

8o% Average Safe

20% Equally safe

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

Consumer behaviour
Target Audience

Who will buy the Tata Nano?

88

12 First Car Second Car

consumer preference of Tata Nano

Consumer behaviour
Strength Cheapest Eco-Friendly Fuel Efficiency & Engine Stylish Weakness NO MORDEN FACILITIES- ABS, PS, AC etc Not suitable hilly areas Poor engine cooling & hence overheating Small tyres and fiber body Threats Traffic Congestion Cost may increase in Future Bad impression due to late date in market Security not secure Competitors HYUNDAI, BAJAJ, GM

Opportunities Cost Control Parking Space Low Maintenance World Wide Appeal Created a Niche market

Thank You