Acara susunan acara Nano
Tata Nano: Segmentation, Targeting and Positioning
Level 3 and 4 Note
Towards partial fulfillment of the requirements of the course
Organization Research Strategies
Group вЂ“ II, Section вЂ“ B
Prof. Arvind Sahay
Day of Submitter вЂ“ 16th March 2009
Mohit Kumar Lohia
Ferzand F K
Of india automobile industry and the little car part in particular was witness to history becoming created the moment Mr. Ratan Tata unveiled вЂNano' вЂ“ the Rs. 1 Lakh ($2, 500) small car from Orde Motors. Piccolo is considered and made to fulfill the middle income American indian household's desire owning a car. It is expected that Piccolo is going to increase the American indian small car segment quantity by as much as 65%. Against this foundation, Tata Motors' recent announcement of Piccolo delivery beginning with April 2009 provides us with a best opportunity to execute business research on the different critical areas of Tata Motor's marketing cover Nano. Consequently, we choose this kind of as our business research study.
Tata Motor Ltd, regulated by the House of Tata, is a fifth-largest maker of medium and weighty commercial automobiles and the second largest medium and heavy bus maker in the world. It is the leader definitely in industrial vehicles in each portion, and the second largest in the passenger cars market in India.
Beginning with Rs. 75, 000 or $2, five-hundred Nano is the world's cheapest car and this has generated considerable awe and appreciation from global auto industry stalwarts. With 37 patents, it has taken innovation to a new level and at the same time were able to produce a great excellently designed small car.
The company offers announced the launch in the Nano in April 2009. We believe the production at initial periods will begin in the Pantnagar or Pune herb, till you’re able to send plant in Sanand, Gujarat, is commissioned. The initial development at these types of plants will probably be minimal; mass media estimates an approximate volume of three or more, 000 units per month.
Acara susunan acara Motors can be planning to start Nano in the coming times. There are various questions in front of the company associated with the product release like- the prospective segment to get Nano, positioning of brand, the promotional actions to be picked, distribution strategy, how credit is to be offered. And all of these essentially happen to be part of the release problem.
The key management difficulty therefore is вЂ“
В How to make Struktur Nano the most successful small car in the area?
The promoting problem that Tata Engines is concerned about the Piccolo is the subsequent вЂ“
В Devise an advertising strategy and plan for Tata Nano
Market Research Problem:
The stated web marketing strategy problem entails customer segmentation, targeting and brand setting as the three most important facets of it. The industry research goal therefore pertains to the same.
From this project the precise marketing exploration objective is two-fold:
1 ) What would be the important goal segments for Tata Nano and exactly what their respective sizes?
installment payments on your What should be the positioning of Tata Piccolo for its goal segments?
Corresponding to these exploration objectives, there are lots of research complications like the following:
1 . To find the very likely profile of any customer obtaining Nano вЂ“ demographics, salary level, preceding vehicle title, usage intended for the car, psychographics вЂ“ based upon which we could arrive at the segmentation вЂ“ for example , children of wealthy parent, 2nd car owners, upgrades from two-wheelers, initially car and so forth
2 . To come up with the positioning to be pursued in every single segment.
|Decision Problem|Research Problem |Assumptions |Information needs |Variables |Source | |What should be |To discover...
References: carazoo. com, Truck Market -- Booming in India, dated May 9th, 2008. Retrieved on sixth March 2009 from http://www.articlesbase.com/cars-articles/used-car-market-booming-in-india-407483.html
CRISIL Research, Tata Piccolo: Impact Analysis, dated January 2008
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