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with special reference to
NANO
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GROUP MEMBERS
PRAKASH KUMAR – 23
TANOJ PANDEY – 31
RONEY RODRIGUES – 36
DEEPAK SHAH – 40
ANAND SINGH – 44
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INTRODUCTION Existence in 1945 – TELCO to TATA MOTORS
Largest Automobile Company
Market Share
Diversified Business in the World
Most valued Brand in India
Ethical Approach of TATA MOTORS CODE OF CONDUCT (25 Clauses)
POLICIES (Environment & Quality)
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Business Strategies
Research & Development Expenditure
Technology for Tomorrow
COLLABORATIONS
Eg. Marcopolo Buses & Daewoo Commercial
Vehicles
1991 TURNAROUND
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TATA SAFARI
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TATA SAFARI
Introduction
Launched in 1996
1st SUV in India launched by TATAMOTORS
Market Share
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Entry of Mahindra Scorpio
Low Market Share
Turnaround Strategies
Upgraded Version
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TATA SIERRA
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TATA SIERRA First passenger car from Telco (Now Tata
motors) – 1991
Ratan Tata’s first attempt to make a mark in theIndian Business world after taking over Telco.
Why did Sierra failed in the market?a. Priceb. quality
c. corporate image of the company.
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TATA ESTATE
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TATA ESTATE Tata estate was launched in the year 1992.
Tata Motors got the idea for the Tata estate
from the Mercedes Benz Estate.
Why did ESTATE failed in market?
Car’s inability to compliment its looks with equally
good mechanics.
Lack of interest among public.
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TATA SUMO 1ST Passenger Vehicle designed in India
Launched in 1994
1,00,000 vehicles sold within 3 years of launch
Other upgraded versions
- Tata Sumo Victa- Tata Spacio
- Tata Sumo Victa Turbo DI
- Tata Sumo Gold
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LAUNCH OF SUMO GRANDE
An attempt to shift the consumer's interest backto Tata MUVs.
Tagline “Size Matters”
Positioning – most spacious MUV + FAMILYCAR
Hugely popular in the Taxi segment
Market share going slightly down due to Innova,
Scorpio, Xylo
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TATA JAGUAR LAND ROVER
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TATA JAGUAR LAND ROVER
JAGUAR LAND ROVER DEAL JLR – A Sick Unit
Affected TATA MOTOR’s Share Prices
ImprovementDesign
Mileage
Innovation
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UK to INDIA
TURNAROUND Q3 Profits
Increasing Sales
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TATA NANO
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WHY TATA CAME UP WITH “NANO”????
Ratan Tata’s dream
Cheapest car in the world
Opportunity in the large number of Indian families
Auto Expo 2008 – New Delhi
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WHY NANO FAILED ?????
Too much dependence on word of mouth publicity
Setback to customers in terms of price
Car’s biggest USP acted against it.
Low re-sale value
Indian psychology
No demand from Bicyclists
Could not meet motorcyclists demand
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Less ideal for long distance travelers
Limited early availability
Tata did not capitalize on the very happyusers
No brand ambassador
Production delay due to political problem
Weak dealership network
Similar cars at competitive prices
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Technical glitches
Indirect competitor – Motorcycle
STRATEGIES TO PUSH UP
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STRATEGIES TO PUSH UP
SALES OF TATA NANO
“Cheap car” tag changed
Reach out to customers
Improving channel of distribution
Tata Nano Valentine
Policing
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Customer friendly maintenance contract
www.tatanano.com
Compensation for missing features
Technical Changes
Tata Nano 2012
Tata Diesel – Re.1/ per km
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CONCLUSION
Petrol Prices
Advantage – Diesel Cars
Mix Blend of SUVs, MUVs and
the Innovative NANO
Monopoly in commercial vehicles
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THANK YOU
