Tata Nano Hybrid

-Presented by

Amir Choudhary Juhi Batra Abhishek Sawant Shailesh Bhadra Drashti Shah

21-Oct-13

Porter Five forces

Rivalry among Existing competitors

Factors
Rivalry among existing competitors Low among same category (short term) Low for short term

Brand Image

No.of Competitors

Overall Rating LOW

Switching costs

Moderate

Exit Barriers

Low

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Threat of new entrants

Factors
Economies of Scale in production Capital Requirements Product Differentiation Distribution Channels Knowledge and Technology

Threat of new entrants

High High Low Moderate High

Overall Rating: HIGH

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Bargaining Power of Suppliers

Factors Switching Costs Brand Image Unique Service / Product Number and Size of Suppliers Supplier Power High Low High High

Overall Rating: HIGH

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Threat of Substitutes
Factors Switching Costs Price Band Substitute Power Low Moderate

Substitutes performance
Quality of substitute Availability

Low
Low Moderate

Overall Rating: LOW

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Bargaining Power of Buyers

Factors Switching Costs Variety Buyer Power High Moderate

Overall Rating:
MODERATE TO LOW

Technology
Brand Image Number of customers/ Volume of sales
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Low
Low Moderate

SWOT ANALYSIS

Strengths
Eco-Friendly and fuel efficient Stylish and compact Benchmark for hybrid technology Credibility of the brand TATA Development of Indian specific vehicles

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Weaknesses
Not a luxurious image Low market share in passenger vehicles segment

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Opportunities
Right opportunity for environmentally friendly transport New and emerging industrial nations Emerging high market demand for passenger cars at low cost

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Threats
Sustainability and environmentalism could mean extra costs Open to competition from overseas companies who have resources and only need to copy the technology High risk of acceptability

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Segmenting and targeting

Segmentation

The process of defining and subdividing a large homogenous market into clearly identifiable segments having similar needs, wants, or demand characteristics

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Steps for Segmenting a market

Step 1. Name the broad product-market Step 2. List potential customers' needs Step 3. Form homogeneous submarkets Step 4. Evaluate why product-market segments behave as they do Step 5.Make a rough estimate of the size of each productmarket segment

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Broad Product Market

The market for the hybrid Nano includes anyone who wants to buy a eco friendly and fuel efficient car and is technology lover

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Potential Customer needs

Fuel efficiency Options for alternate fuel Cost effectiveness Safety

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Demographics
Age 21 to 25, 26 to 35, 36 to 45, 46 and above Income 3L to 5L, 5L to 10L, 10L to 15L Family Lifecycle graduation student, working unmarried, working married, working married with one child, working married with two child working married with more than 2 children SEC Grid -A2, A3, B1, B2, C1, C2, D1

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Psychographics
Social class Personality Lifestyle

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Behavior
Benefits fuel efficiency, low cost of ownership, after sales service, trendy looks User Status Nonuser, ex-user, potential user, first-time user, regular user Attitude towards product - Enthusiastic, positive, indifferent Readiness stage - Unaware, aware, informed, interested, desirous, intending to buy

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Geographic
Metros Tier 2 cities

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Targeting
Family of 4 or above Age of Chief wage earner of 25 40 years SEC: B1, B2, C1, C2, Living in tier 1 and tier 2 cities Life style and Behavioral Attributes: New thoughts but not very deep pockets Religious and responsible Travels by public transport or bikes Has not travelled much but aspires to see the world with his family
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Differentiating and positioning

Differentiating
Rationale: To find a niche in the marketplace and cater to their needs as a ground for innovation. An opportunity to re-launch Tata Nano with revised dimensions and better positioning

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Differentiating
3 steps: Need Gap Analysis. Identifying who actually wants it. Working out the details of how and under what circumstances they will use the product.

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Differentiating

The process of distinguishing a product or service from others, to make it more attractive to a particular target market.

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Differentiating
Types of Differentiation: Technology differentiation Price/Quality differentiation Product differentiation Customer Service differentiation User Experience differentiation

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Differentiating
Technology based Differentiation: Innovative Micro-Hybrid technology - the technology will be acquired by the Indian car making giant from Bosch and Continental Fuel Efficiency - The Start-Stop technology of the car is expected to cut down fuel consumption by as much as 5 per cent and lower emissions by 10 per cent Eco Friendly environment conscious Opportunity to Revise Dimensions No Price Differentiation
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Positioning

The way by which the marketers attempt to create a distinct impression in the customer's mind.

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Positioning
Process:
Identifying the product features and USP Knowing clearly what the target audience wants Identifying direct competition and understanding how each competitor is positioning their business today Developing a distinctive, differentiating and value-based positioning concept. Creating a positioning statement with key messages and customer value propositions to be used for communications development across the variety of target audience touch points

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Positioning Factors
Opportunity for Tata to rebrand and re-launch Tata Nano with a different positioning A car for young innovators "Car of the Future" The most Eco-Conscious Car

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Positioning Statement

The Car of the Future for the Eco-Conscious and socially responsible Youth who desires innovative technology

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Kellers Brand Equity Model

Kellers Brand Equity Model

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Brand Salience
Hybrid Eco-friendly Car

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Brand imagery
City Car Compact Cool TATA product Sporty Environment Friendly Trendy

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Brand Performance
Fuel Efficient Low maintenance cost Low cost of ownership Eco-friendly

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Consumer Feelings
Self-Respect Pride of ownership Social approval Fun

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Consumer Judgements
Quality in performance New Technology at affordable price Credible

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Brand Resonance
Loyalty Engagement in other product categories from TATA

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Kapferer Brand Prism

Kapferer Brand Prism

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Physique
Flagship product in the hybrid category. Represents the innovation, youthfulness, responsibility and the credibility of TATA.
sincerity,

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Brand Personality

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Relationship
Characterized by trust, reliability, trendy, responsibility Being a part of the Tata Nano Hybrid community means having a sense of social responsibility, being a environment friendly person.

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Culture
Comes from the house of the TATA, known for trust, caring and responsibility Innovation in technology Brings the eco-friendly concept on the street It's achieving the impossible.

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Reflection
Trendy, cool, fun loving but at the same time sincere, hardworking, reliable and socially responsible youth

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Self image
Love to be looked upon as socially caring, smart, intelligent, technology lovers with a cool and trendy attitude

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Thank You