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ISBN - 978-93-81583-46-3
A Dream Shattered or Still a Big Potential: A Case Study of Tata Nano
Dr. K.G. Arora1, Anju Arora2 1 Director, 2Assistant Professor 1 S.D. Institute of Professional Studies, Muzaffarnagar 2 S. D. College of Management Studies, Muzaffarnagar 1 kgarora@rediffmail.com, 2anjubathlaarora@gmail.com
National Conference on Emerging Challenges for Sustainable Business 2012 1086
A Dream Shattered or Still A Big Potential: A Case Study of Tata Nano
A DREAM SHATTERED OR STILL A BIG POTENTIAL: A CASE STUDY OF TATA NANO Abstract Keeping the potential of Indian Automobile Industry in mind, a few years back, around 2006 Ratan Tata conceived the idea of a tiny car with even a tinier price tag for rapidly growing middle class segment. Tata Nano was seen as a triumph of home grown engineering ; as making a product which encapsulates the dreams of millions of Indians with all the elements of mix i.e. safety, engineering, design, efficiency, style at a price tag of one lakh was in itself a challenge. The intense media scrutiny about the few cases of Nano catching fire brought a remarkable dent in Nano sales and shattered the customers’ confidence in car. Since then Nano is struggling hard to regain its strong image in the eyes of its customers as still the huge potential of middle segment is unexplored.
The discussion arises about the turnaround strategies of Nano keeping in view its initial launch success, a few quality failures and distorted perceptions in the minds of its customers. This discussion will further add to the design of strategies for future new products which are well strategized for success with clear and defined conceivable about the costs, and market segments but fail due to a few small but significant mistakes.
Keywords: Product Development,, USP (unique selling preposition), Buzz marketing, Communication Complacency, Strategic Repositioning, Resurrection.
*This case study is developed during the resurrection phase
A Dream Shattered or Still a Big Potential: A Case Study of Tata Nano
Dr. K.G. Arora1, Anju Arora2 1 Director, 2Assistant Professor 1 S.D. Institute of Professional Studies, Muzaffarnagar 2 S. D. College of Management Studies, Muzaffarnagar 1 kgarora@rediffmail.com, 2anjubathlaarora@gmail.com
National Conference on Emerging Challenges for Sustainable Business 2012 1086
A Dream Shattered or Still A Big Potential: A Case Study of Tata Nano
A DREAM SHATTERED OR STILL A BIG POTENTIAL: A CASE STUDY OF TATA NANO Abstract Keeping the potential of Indian Automobile Industry in mind, a few years back, around 2006 Ratan Tata conceived the idea of a tiny car with even a tinier price tag for rapidly growing middle class segment. Tata Nano was seen as a triumph of home grown engineering ; as making a product which encapsulates the dreams of millions of Indians with all the elements of mix i.e. safety, engineering, design, efficiency, style at a price tag of one lakh was in itself a challenge. The intense media scrutiny about the few cases of Nano catching fire brought a remarkable dent in Nano sales and shattered the customers’ confidence in car. Since then Nano is struggling hard to regain its strong image in the eyes of its customers as still the huge potential of middle segment is unexplored.
The discussion arises about the turnaround strategies of Nano keeping in view its initial launch success, a few quality failures and distorted perceptions in the minds of its customers. This discussion will further add to the design of strategies for future new products which are well strategized for success with clear and defined conceivable about the costs, and market segments but fail due to a few small but significant mistakes.
Keywords: Product Development,, USP (unique selling preposition), Buzz marketing, Communication Complacency, Strategic Repositioning, Resurrection.
*This case study is developed during the resurrection phase
References: ‘Auto Expo 2012: Tata Nano is not a flop, just an opportunity wasted: Ratan Tata’, Economic Times, Jan 6, 2012. ‘No Takers: Is the Tata Nano Running Out of Gas?’, India Knowledge@Wharton, January 27, 2011 Buddiraja S. , ‘ Case Analysis in Marketing Management’, Tata Mcgraw hills, New Delhi. Dhingra Mayank, ‘Marketing Case Study: Tata Nano — Document Transcript’,( Aug 2009), Slideshare. India Today/ Business/Story New Delhi ,Jan 6 2012. Kotlar Phillip , ‘Marketing Management: a South Asian Perspective’ 13th Edition , Pearson Education,New Delhi. Statistics by Society of Indian Mobile Manufacturers ,http://www.siamindia.com/scripts/market-share.aspx Economic Times , 'World 's cheapest car ' tag backfires’, ,24 Jan, 2012 Web Sources: www.tatamotors.com/media/press-releases.php?id=732 www.zigwheels.com/tata-nano/ www.iol.co.za/business/business-news/home-sales-of-world-s-cheapest-car-backfire-1.1219524 Various websites of Tata Motors National Conference on Emerging Challenges for Sustainable Business 2012 1096