tata nano.ppt
DESCRIPTION
by apj school of mgmntTRANSCRIPT
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Idea generation
• “I saw families riding around on scooters with kids standing up and the mother carrying a baby and sitting pillion and decided to do something about it. It started as a quest for an affordable transportation solution”.
:- RATAN TATA
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Segmentation: In the rural areas there can small scale entrepreneurs, who
can run taxi services using nano car. Young professionals who can’t afford big cars can go for Nano. Nano should be used more and more by those people who already using cars for going on single or double rides, for daily activities. People going for second hand car can now buy new car: Nano
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Working women in metro cities can now go to their offices easily. Middle income families can afford to buy their own car.
For a house wife who can buy a car with her own savings.
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Targeted Segments
Middle income families can afford to buy this car.
Nano should be used more and more by those people who already using cars for going on single or double rides, for secondary purpose.
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REASONS:-
• Since Indias approx 55% of the total population comes under middle income group. Being a large population sector nano is being placed under this segment.
• This segment is still untouched by any other automobile companies,
Profitability ration under this sector will increase the consumption of tata nano..
So nano can be positioned under this niche market.
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BASIS OF SEGMENTATION
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POSITIONING STATEMENT
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' Ab NANO ko NA Kaun Kahega'?
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ORHar Sapne ab apne
ORhandle bhoolein, steering pakdein
And many more…..
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All the cars and bikes are compared with Tata Nano in terms of price and efficiency.
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PERCEPTUAL MAPPING OF CUSTOMERS
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