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Tata Nano Marketing Strategy

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1. INTRODUCTION
TATA Nano is the cheapest car in the world. It is manufactured by TATA Motor Limited, the largest automobile company in India. Its chairman, Mr. Ratan Tata envisions that Tata Nano to become a “People’s car” which is affordable by almost everybody. Tata Nano is scheduled to launch first in India on 1stApril 2009 and released in Indian market by July 2009. Tata Nano will be manufactured totally in India. It will be assembled in its two factories at Pantnagar and at Uttarakhand and, also, a mother plant has been proposed for Sanand Gujarat. The Tata Nano is a rear-engine, 3 meters long, four-passenger city car built by Tata Motors, aimed primarily at the Indian market. The car is very fuel efficient, achieving around 26 kms per …show more content…

The Marketing Strategy:
The People’s car:
Well before the car is launched, Tata Nano was already with the people of India by its logo called “the people’s car”. This is how it all started, the advertisement for the people of India is can one buy a car with 1-lakh rupees, and yes we can in couple of years. This advertisement made a huge impression on the automobile market, as almost the whole middle class of India started dreaming of their own car.

Auto Exposition 2007
The first introduction of the Nano with the public was made in the auto exposition in 2007 at home country in Delhi. So the exposition proved to be the first grand success point in the marketing of the Nano car, if the first advertisement is considered as the buzz. The situation turned out, “Yes, it is possible”.

The One Form Booking
Tata has been successful in this important aspect of selling by the virtue of some good marketing of the booking of the car. Tata chose the Internet booking as well as the booking by the agents. In any case, the intended buyer is to fill one single form. The lucky buyers are chosen by a random draw, so Nano is popular, isn’t

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