EXECUTIVE POST GRADUATE PROGRAME- BATCH 2014-2015
CASE ANALYSIS NOTE
POSITIONING THE TATA NANO (A)
APARNA PALLAVI LEAD CONSULTANT ITC INFOTECH EPGP-07-14 HARISH KUMAR PRODUCTION ENGINEER CAIRN INDIA EPGP-07-37 MAYANK PANJRATAN ASST. MANAGER-BRAND DECCAN CHARTERS EPGP-07-57
PROF. JOFFI THOMAS
Tata Nano was conceived as the smallest, most fuel efficient and the most affordable car. Nano with its prices between Rs. 1 Lakh to 1.8 Lakh was striking the right chord. The features, comfort and safety which was provided were with the needs of a common middle class family kept in mind.
a. Maruti Suzuki 800
b. Maruti Suzuki Alto
c. Chevrolet Spark
d. Maruti Suzuki Omni
Maruti Suzuki 800
# Factual Assumptions
*Historic price before the model was discontinued.
1. Middle class families with an annual disposable income of Rs.2,00,000 to Rs.5,00,000. 2. Youth between 18-25 who are going to buy their first motorized vehicle.
Available Positioning Routes:
1. An affordable family transport that is safer and more comfortable than a motorbike. 2. The cheapest car.
3. Affordable Styling and Maneuverability
Route 1: A Family transport that is safer and more comfortable that a Motorbike
This route argues that the Nano to be marketed as a substitute to the motorcycles, the preferred mode of transport for the middle class....
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