TATA NANOAASHNA LUTHRIA 002

ANSHUMAN DANDRIYAL 016DISHA GANDHI 022

SHREYANSH DARUKA 047VIDHIKA JHUNJHUNWALA 055

TATA MOTORSTata Motors Limited is India’s largest automobile

company, with consolidated revenues of INR 2,32,834 crores (USD 38.9 billion) in 2013-14.

The Tata Motors Group’s over 60,000 employees are guided by the mission “to be

passionate in anticipating and providing the best vehicles and experiences that excite our

customers globally.’'

Established in 1945

The company’s manufacturing base in India is spread across Jamshedpur (Jharkhand), Pune

(Maharashtra), Lucknow (Uttar Pradesh), Pantnagar (Uttarakhand), Sanand (Gujarat) and

Dharwad (Karnataka).

STORY BEHIND NANO

Mr. Ratan Tata’s dreams of replacing

scooter with a affordable car

DIVIDED THOUGHTS“We can not make a Rs one lakh car. Our engineers have said they cannot do it.”

- Shinzo Nakanishi, MD Maruthi Suzuki India

“Since, a promise is a promise the standard dealer version will cost Rs 1 lakh.”

- Ratan Tata releasing the Nano to the world

“I am having nightmares”

- Chief U.N. climate scientist Rajendra Pachauri.

“The Rs one lakh car is a good decision and a good intention, but as far as Volkswagen is concerned producing a Rs one lakh car is a pure no because meeting the quality standards and safety is not

feasible at all in such a model.”

- Andreas Prinz Volkswagen Group Sales India Managing Director (Passenger Cars)

“I think it’s a moment of history and I’m delighted an Indian company is leading the way.“

– Anand Mahindra of Mahindra and Mahindra Ltd

THE REPUTATION OF DECADESTATA GROUP

• The international brand consultancy Brand Finance has ranked the over $100-billion conglomerate, Tata Group, as 39th most valuable brand in the world.

• In 2009 the Tata Group was ranked 11 in the world's top 100 reputable companies by Forbes Magazine.

TATA NANO

• Poor man's car.

• Have to trade their family's safety for a low price tag.

• On March 21st, 2010 a Nano caught fire in Mumbai followed with another catching fire on NH8 near Anand, Gujarat on April 7th, 2010.

AWARDS WON

MEDIA RELATIONS

Sources Economic Times

Tata Nano - www.tatanano.com

ECONOMIC TIMES COVERAGE

• Auto Expo 2012: Tata Nano is not a flop, just an opportunity wasted: Ratan Tata.

• Tata Motors to sell Nano merchandise on Ebay.

• Popular small cars Alto, i10, Nano fail crash test: Global NCAP.

• Tata Motors' Nano strategy was flawed, say experts.

• Tata Nano catches fire.

FAILURE TO RESPOND TO PUBLIC COMPLAINTS.

PUBLIC RELATIONS CAMPAIGNS

Sources MTV

Twitterwww.lighthouseinsights.in

www.campaignindia.in

“NANO” PUBLICITY• Planned on using unconventional mediums like web search, viral marketing and

innovative public relations-driven campaigns.

• In papers the news in brief is called ‘Nano news’ and television advertisement breaks are called ‘Nano breaks.’

• Other initiatives include online games, merchandise and accessories like Nano branded T-shirts, key chains, teddy bears and watches.

• Typical car launches have advertisement budgets of Rs 20-30 crore. But Tata Nano’s budget was no more than Rs 5 crore.

LAUNCH CAMPAIGNAs the target audience was that which has not owned a car before, the campaign is centred around being informative and offers a lot of opportunities for consumer feedback.

VIDEO

LAUNCH ADVERTISEMENT• Depicts the sentiments of anticipation and joy surrounding

the arrival of the Nano into a family.

• Launch film centred on bringing home 'khushiyan' (joys).

• Targeted people belonging to Tier 2 and Tier 3 towns - people who're either looking to replace their two-wheelers with a car, or have no private transportation and thus aspire to buy their first car.

WHY DID THIS CAMPAIGN FAIL?• Buying a car in India is associated

with social status and prestige; if a person owns a car, he is assumed to be successful and settled.

• The usage of the word ‘cheap’ in its marketing campaigns spoiled everything. It had to be subtle yet hidden from the promotional messages.

BIDDING WARS

On 13th January, 2014, Tata Motors Ltd. launched Nano Twist, targeting the growing customer base of trendy, young urbanites.

Leveraged Influencers or micro-celebrities.

The campaign ran for only three days where the brand engaged with the target audience, tremendously, via the 6 influencers. Each influencer was assigned an individual hash tag named after the 6 color variants of the car. The common hash tag to be used was #NanoBiddingWar

RESULT• The campaign’s reach was entirely organic with 143 million impressions, 240,000 mentions and over 13,000

retweets.

• #NanoBiddingWar was trending in India for the entire duration of the campaign and it also trended worldwide for 2 days.

NANO DRIVES WITH MTV• MTV and Tata Nano created history by organizing

India’s first 21 day social road trip called “Drive With MTV’. where 4 teams formed out of 16 participants, had to undertake a road trip of 2500 kms in 21 days, armed with a Tata Nano and Rs. 50K each.

• Each team had a  social media engagement score based on the likes, comments, video views, etc. accumulated by posting content on social media sites and driving engagement through their social network. 

SUNBURN ARENA

Powered by Tata Nano’s Awesomeness Live

CRISISSource

LiveMintEconomic Times The Telegraph

• Nano factory of Tata Motors at Singur in Hooghly district, West Bengal, India.

• Plant construction begins 21/01/2007

• Scheduled delivery by 2008

• 1984 Land Acquisition Act

• Ford Deal

THE BUILD UP

THE WRATH OF DIDI

VIDEO

• Mamta Banarjee led TMC launches public protests.

• Hundreds of farmers block the road.

• 28 months of effort and crores of capital.

• Conflict of ideologies.

THE CRISIS

THE WRATH OF DIDI

THE WRATH OF DIDI

• Tata Group announces pull out 03/10/2008

• Suswagatham.

• 14 months and on the road.

THE RESPONSE

VIDEO

CORPORATE SOCIAL RESPONSIBILITY

Source Annual CSR Report 2013-14, Tata Motors

Sustainability Report 2012-13 & 2013-14, Tata Motors

TATA NANO INNOVATIONS AND CSR

• More fuel efficient with a 2 cylinder MPFI engine

• Tata Nano will meet European emissions standards on exhaust.

• TATA NANO reduces exterior noise of the vehicle by 2 dBA.

RUN FOR CAUSETata Motors Thailand provided its Nano, Super Ace City Giant and Xenon vehicles to carry supplies for runners in the "Emporium & Punky Runners: Run for Japan" charity activity to raise funds to help people s t r i c k e n b y t h e r e c e n t ear thquake and tsunami in Japan.

TATA MOTORSA FORCE FOR GOOD

• Arogya

• Amrutdhara

• Vidyadhanam

• Kaushalya

• Vasundhara

• Affirmative Action

• Employee volunteering

• Rebuilding lives

VASUNDHARA

VIDYADHANAM