CASE ANALYSIS POSITIONING THE TATA NANO A 
EXECUTIVE POST GRADUATE PROGRAME- BATCH 2014-2015
MARKETING MANAGEMENT
CASE ANALYSIS NOTE
POSITIONING THE TATA NANO (A)
SUBMITTED BY:
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
SUBMIT TO:
PROF. JOFFI THOMAS
Product:
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.
Major Competition:
Four wheelers:
a. Maruti Suzuki 800
b. Maruti Suzuki Alto
c. Chevrolet Spark
d. Maruti Suzuki Omni
Two wheelers
Competitive Analysis
Features
Nano
Maruti Suzuki 800
Motorcycle
Turning radius
4.0 M
4.4 M
>4m#
Air-conditioning
Option available
Standard fitting
N/A
Engine
624CC
796CC
100cc-180CC
Fuel Tank
15ltrs
28ltrs
Varies
Length
3.1M
3.3M
>3.1M#
Width
1.5M
1.4M
>0.5M#
Height
1.6M
1.4M
>1.5M#
Seats
4
4
2
Price
1-1.8L
2.06-2.3L*
35-75,000 K
# Factual Assumptions
*Historic price before the model was discontinued.
Target audience:
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.
USP: Affordable Safety and comfort for family
Pros:
1. Positions Nano as an alternate for family transport which is jostling for space
MARKETING MANAGEMENT
CASE ANALYSIS NOTE
POSITIONING THE TATA NANO (A)
SUBMITTED BY:
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
SUBMIT TO:
PROF. JOFFI THOMAS
Product:
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.
Major Competition:
Four wheelers:
a. Maruti Suzuki 800
b. Maruti Suzuki Alto
c. Chevrolet Spark
d. Maruti Suzuki Omni
Two wheelers
Competitive Analysis
Features
Nano
Maruti Suzuki 800
Motorcycle
Turning radius
4.0 M
4.4 M
>4m#
Air-conditioning
Option available
Standard fitting
N/A
Engine
624CC
796CC
100cc-180CC
Fuel Tank
15ltrs
28ltrs
Varies
Length
3.1M
3.3M
>3.1M#
Width
1.5M
1.4M
>0.5M#
Height
1.6M
1.4M
>1.5M#
Seats
4
4
2
Price
1-1.8L
2.06-2.3L*
35-75,000 K
# Factual Assumptions
*Historic price before the model was discontinued.
Target audience:
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.
USP: Affordable Safety and comfort for family
Pros:
1. Positions Nano as an alternate for family transport which is jostling for space