Justification for choosing Tata Nano for

Rebranding:

Reasons of

failure

Confusing marketing strategy

Unfortunate accidents

and rumors

Launched in diesel and gasoline varients

Poor road conditions

Launched with higher

price

Ratan Tata announced his vision of the small car at the affordable rate of 2500$ or 1 lakh Rupees. The small project team headed by MrGirish Wagh tried various innovations, different design specifications and engineering changing to keep the cost below 1 lakh. Every design had to comply three major requirements cost, regulatory requirements and performance standards. Three designs were picked and one was picked in 2005.The Nano production factory was set up in Singuar West Bengal. Design house I.D.E.A refined Nano’s design and it was frozen in mid 2006. Tata Group chairman Ratan Tata on Thursday unveiled the Tata Nano at the 9th Auto Expo in New Delhi on 10th Jan 2008.After much controversy Nano’s production plant was moved to Sanand in Gujrat.In 2009 first car was handed to Ashok Vichare by Mr Ratan Tata.

History

Strength-Tata Brand name

-Low cost-Fuel efficient

-Safety (meets Euro 4 norms)

-Low pollution

Weakness

-Low power-Not a status symbol

-Limited featues-Confusing marketing

strategy

Opportunities

-Huge 2 wheeler market

-Tapping the Rural Markets

-First car in its segment

-Huge interst in global markets(Europe)

Threats

-New entrants in the segment

-Hybrid cars

-Increasing fuel prices

SW

OT A

NALY

SIS

• High number of manufacturers

• Highly concentrated market

Industry Competition

• Mid segment cars

• Two wheelers

Availability of substitutes

• High capital costs

• Legislation and government policy (think safety, EPA and emissions)

• Brand equity

Potential entrants

• Lot of varietiesBuyer Power

• Many Material suppliersSupplier Power

High

Low

Low

High

PORTER’S FORCES

High

PROMOTIONS

ATL(Above the line)

• Television Advertisements- Convenience, Price, Aesthetics

• Social Media- Facebook, Blogspot and ‘My ‘Nano’ story’ – amedium to share your stories and experiences

• Interactive billboards and print ads – Showcasing the‘Indian innovation’ of the brand and leveraging on itsuniqueness

• In place of Brand ambassadors we will have Brand Mascotcalled “NANO” to build a rapport with the target audienceand resonate the brand personality with them

BTL (Below the line)

• Price Promotions- Percentage discounts during re-launch period

• Lucrative gifts with purchase

• Discounts to Tata Employees

Redefine Brand Identity

- Icon of Style - Reliable - Trustworthy - Affordable luxury - Excellent Quality

Revitalize Brand Personality

- Spirited - Confident - Intelligent - Innovative - Spontaneous

Restructure Brand Elements

-Logo – Retain the parent brand logo to leverage on its legacy- Color – Lively and outgoing - Design – Aesthetically appealing and which connects with people of all ages

Co

nte

nts

of

Re

vit

ali

zed

Bra

nd

MARKETING COMMUNICATION MIX

Advertising

• TV Ads – Project Nanao as car for ‘Aam Aadmi’ and build relation with IndianConsumer as a caring brand

• Radio Ads – Aired on special slots such as Morning/evening, and onweekdays/holidays

• Print Ads – In local newspaper widely circulated in target market and in localmagazines like Dainik Jagran

• Billboards – Billboard, danglers, cut-outs placed at all strategic locations ex.Cinema halls, bus stops, nukkads.

• Testimonials - Videos of satisfied customers about their experience

Sales Promotions• Gifts – Along with sale, or sent through courier after-sales. This may not help in

direct increase in sales but will help to build brand loyalty and word-of-mouthpublicity

• Demonstration/Test drives – Trail cars taken to people going to offices, factories,students etc

• Special Discounts/Rebates – Special services to customers who have used Nanoearlier. Special discount during festive seasons

• Nano Club – A network of proud Nano owners to interact .

Events and Experiences

• Sports – Get associated with cricket events like IPL, and other tournaments due to strongappeal of games with Indians

• Entertainment – Gain mass appeal by being associated with programs like Kaun BanegaCrorepati, Big Boss and with channels like DD1, Colors

Public Relation and Publicity

• Press kits – Before re-launch of Nano, press to be briefed about it which will help inspreading the word. Press reporters can be called to manufacturing unit and shown highquality production and facility present.

• Seminars – Support seminars related to emerging technologies to live up to its expectationsto be a market leader

• Community relationship – Support events like literacy missions, computer education,welfare programs.

Direct and Interactive Marketing

• Telemarketing – SMSs can be sent to prospective customers about new schemes and newproducts

• Website – Contain detail information of all different models with their features with facilityto compare Nano products with other competitors products as well

• Word-of-Mouth – Nano’s performance, supreme designs, and affordable costs should compelpeople to talk favorably about it

Personal Selling

• Sales Presentations – Organize meeting in various cities where existing customers can comeand give their view about the product they are using currently and suggest modificationsand improvements in product.

• Samples – Placing few models in the display in show rooms

1-2

months

before

launch

1-2 weeks

before

the

launch

On

launch

day

1-2

weeks

after

launch

Teaser

CampaignPreparatory

CampaignLaunch

Activity

Post Launch

• Viral

advertisements

• Wall Paintings in

rural areas

• Distributing

hand-bands with

Nano on it

• Placing the

watch in tele-

series like Balika

vadhu, Bigg Boss

• Advertisements

in mobile apps

and games

• Advertisements

in local bus stops

• Launch a “Spot

the brand

mascot” contest

• Press

conference to

launch the new

models of Nano

• Launch a

creative writing

contest on

social media

• A full page ad in

all leading

national

newspaper

• Repetitive

television

advertising

• Ads on radio and

billboards

• Use panchayats

heads to

communicate the

benefit of the

product in rural

areas

Act

ivit

ies

Ou

tco

mes

• Create an

excitement among

people

• Number of hits on

company website

• Should become a

part of

prospective

customer’s

conversation

• Should start

receiving

enquiries

• Point of Sale

display at dealer

end

• Brand awareness

among people

should increase

• Increase in footfall

in the stores

• Increased sales

• Number of people

who visit the

company website

should increase

1-2

mont

hs

after

launc

h

• Continue with

Television

advertising

• Interactive

Hoardings

• Dedicated

presence on fb

and Twitter

• Undertake cross

promotions

with other TATA

products

Sustenance

• Competitor

reaction

• Customer

feedback in

terms of mail,

blogs, etc.

Phase 1 Phase 2 Phase 3 Phase 4 Phase 5

GO-TO-MARKET PLAN

Sample Overview

No Of Respondents

50

Males 62%

Females 38%

Age group

16-20 years 28%

21-25 years 6 %

26-30 years 40 %

31- 35 years 14 %

>35 years 12 %

Income Range

< 5 lakhs 22%

5 – 10 lakhs 62%

> 10 lakhs 16%

84%

16%

Nano Brand Knowledge

Yes

No

44

30

6

10

10

0 10 20 30 40 50

Hyndai

Maruti

Tata

Chevrolet

Others

Brand Position in Low Auto segment

Percentage

Behavior /Aspirations

Cars are a status symbol rather than a utility.

Consumers are more concerned about the brand of the product and

technology used.

34%

26%

10%

24%

6%

0% 5% 10% 15% 20% 25% 30% 35% 40%

Brand

Look

Cost

Technology

availability

Critical Attribute

Critical Attribute