ADVERTISING CAMPAIGN FOR TATA

NANO

Submitted to:Dr. SUPRIT J. JOSHI

By:HARSHAL RAJPID NO: 15MBA010MBA 3RD SEM

Introduction

• In the year 2008, Ratan Tata under the banner of Tata Motors

limited announced the launch of its new car, which would be

a revolutionary product in the automobile sector.

• He called it as 1 lakh Rupee car and so was publicized in all

the mass media across the nation. The dream of a Middle and

even lower middle class household to have their own car

came alive with this announcement from Tata Motors.

Target Audiences

TWO WHEELS RIDERS

FAMILY WITH 4 OR MORE MEMBERS

LOW INCOME CUSTOMERS

Pre Launch Advertising

• Projecting as one lakh car.• Innovative public relations-driven campaigns,

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

• Increasing curiosity about design by using merchandises like key rings ,t-shirts, mouse pads, kids water bottles etc.

Year 2008

NANO MOBILE CHARMS

NANO KIDS WATER BOTTLES

NANO ALARM CLOCKSNANO KEY RINGS

Year 2008

Disasters happens2009

Period of Downfall

Reasons:• Un even weight distribution and hence poor

traction control.• Poor cornering and handling.• Poor engine oil cooling leads to overheating

and burning.• Almost no boot space and cramped space for

rear passenger.

Challenge of Re-establishing the trust

Projecting as a potential carsThe Himalayan Expedition 2010 by Sanjay

Madan & Pankaj Chanana

•These people drive the Nano from Delhi to the “KHARDUNGLA” highest motor able driven road in the world at height of 18380 feet.•Fuel efficiency was 14.8 kmpl at khardungla while returning to Delhi it was 25 kmpl.•Nano shows strength by passing the high hilly area covered with snow .•Good fuel efficiency.

Year 2010

Introduction Of “Nano Diaries”

Owners of Tata Nano share

there experience in this diary on the webpage

of Tata motors

Year 2011

Nano Moving From People’s Car To Fun Class

Year 2012

Advertising campaign know focus on the younger working generation introduces new feature according to their needs like more fuel efficient, high power engine , more space etc.

Year 2012

Tata Nano 2012 Engaging on Face book

Launching of NANO Rang Barse AppTata Motors has launched the Nano 2012 Rang Barse app, which was found simple and fun. First you select your Facebook friends, then the colour you want to splash them with and finally the method to colour them – hands, balloons or pichkari. It’s that simple! What I loved about this app is that the colours to splash are the same as the colours available in the newly launched Nano 2012.

Bringing NANO TWIST with AWESOMENESS

In the year 2013 Tata motors re-launched Tata Nano with all new features and advertising campaigns. The re-launch focused primarily on:

Year 2013

Nano, India’s smallest and most affordable car developed by the country’s largest auto maker, Tata Motors, is out with a bunch of upgrades and a whole new campaign emphasizing on celebrating awesomeness with the new Nano. The new campaign targeting the youth focuses on the young generation’s penchant for being awesome at what they do

Year 2013

• Youth: Targeting the youth of the country the new Nano had fancy settings like settings

and colour combinations such as farm side or adventure sports.

• Rational Benefits: The advertisements and campaigns this time focused on the

smartness factor. They educated the prospective customers on “Why not buy a Nano

when it gives everything at a half price”. It also highlighted once again the Rational

benefit of Fuel efficiency in a new way.

• Tie Ups: This time Tata Nano followed a new type of campaign al together. They started

to sponsor programs on MTV that encouraged adventure sports and extended the

campaign to National television.

• Safety: It focused on the emotional aspects of a parent and advertised in a way that

parents can actually give their kids a Tata Nano instead of giving them bikes as car is

compared safer to a bike. This would also make them smart parents.

Current Campaign for Nano GenX‘The Chosen Ones’ Campaign For Nano

Under the Chosen Ones campaign, 20 lucky customers will get the opportunity to win an all-expense paid trip to visit Tata Motors’ Sanand plant in Gujarat and witness the roll out of their own Nano cars on the assembly line.

Year 2015

Journey Of Tata Nano

Projected as a family car

2008

Moves to young

working class 2012

Tackle the youth of the country with fun features

inclusion 2013

NANO Twist

Comes with excellent

features with economy class 2015 NANO GenX

TATA NANO future (But

it’s not NANO)

NANO PIXEL