MarketingCase1Team108 V2 Nik
Study Team 108 – Blue Cohort
Study team members:
• Nikita Jain - nikita_jain@berkeley.edu
• Lexi Sturdy - lexi_sturdy@berkeley.edu
• Pierre-Alric Bozo – pierrealric_bozo@berkeley.edu
• Andrew Hill - andrew_hill@berkeley.edu
• Mark Lee - mark_lee@berkeley.edu
Positioning case
(Team Case Analysis One)
MBA 206: Marketing Management
October 12, 2014
Executive Summary- Nikita
Our business objective is to achieve sales of 1.46 mn Nanos amounting to a revenue of $2.4bn in its first year of launch 2009. To achieve this objective, we recommend Tata entering as a prime mover in building the world’s cheapest car for safe and comfortable family commuting for the Indian middle class, revolutionizing the auto industry in India. Connoisseurs of the automotive industry in India, Tata Motors with the production of passenger-cars since 1991, occupies 17% of the Indian market-share in passenger vehicle segment.
Under the ‘Umbrella positioning’ our target customers are Indian middle class families currently owning 2-wheelers for 4-5 person commuting and graduating youngsters for whom Nano would appeal as a stylish alternative while still maintaining maneuverability and affordability of a 2-wheeler. India is a developing economy with a rapidly growing segment of middle class consumers that aspires for a car ownership. The Indian auto industry is projected to grow at a 17% annually with an automobile production of 11mn in 2008-09.Out of this 75% are 2 wheeler owners which we believe is a very good potential market for Nano. We will utilize our strong reputation and long standing relationships to co-liaise with suppliers for inventing this light weight car. By continuing to position our brand as ‘for the people’ and high-quality, marketing will remain consistent through dealerships.
Business objectives for the Nano - Nikita & Lexi
High technology and small size defined the advent of Nano (which means small in Gujarati) in the Indian auto market. The
Study team members:
• Nikita Jain - nikita_jain@berkeley.edu
• Lexi Sturdy - lexi_sturdy@berkeley.edu
• Pierre-Alric Bozo – pierrealric_bozo@berkeley.edu
• Andrew Hill - andrew_hill@berkeley.edu
• Mark Lee - mark_lee@berkeley.edu
Positioning case
(Team Case Analysis One)
MBA 206: Marketing Management
October 12, 2014
Executive Summary- Nikita
Our business objective is to achieve sales of 1.46 mn Nanos amounting to a revenue of $2.4bn in its first year of launch 2009. To achieve this objective, we recommend Tata entering as a prime mover in building the world’s cheapest car for safe and comfortable family commuting for the Indian middle class, revolutionizing the auto industry in India. Connoisseurs of the automotive industry in India, Tata Motors with the production of passenger-cars since 1991, occupies 17% of the Indian market-share in passenger vehicle segment.
Under the ‘Umbrella positioning’ our target customers are Indian middle class families currently owning 2-wheelers for 4-5 person commuting and graduating youngsters for whom Nano would appeal as a stylish alternative while still maintaining maneuverability and affordability of a 2-wheeler. India is a developing economy with a rapidly growing segment of middle class consumers that aspires for a car ownership. The Indian auto industry is projected to grow at a 17% annually with an automobile production of 11mn in 2008-09.Out of this 75% are 2 wheeler owners which we believe is a very good potential market for Nano. We will utilize our strong reputation and long standing relationships to co-liaise with suppliers for inventing this light weight car. By continuing to position our brand as ‘for the people’ and high-quality, marketing will remain consistent through dealerships.
Business objectives for the Nano - Nikita & Lexi
High technology and small size defined the advent of Nano (which means small in Gujarati) in the Indian auto market. The