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Positioning in Inevitable: A Case Study of Tata Nano

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Positioning in Inevitable: A Case Study of Tata Nano
POSITIONING IS INEVITABLE –A CASE STUDY OF TATA NANO
Natasha Saqib
Assistant Professor
Department of Management Studies,
University of Kashmir, South Campus
Email –natalie81985@gmail.com

Correspondence Address
Natasha Saqib
C/O Jamsheed Saqib
United India Insurance Co. Ltd
Divisional Office Regal Chowk
Srinagar, Jammu & Kasmir
Pincode No 190001

POSITIONING IS INEVITABLE –A CASE STUDY OF TATA NANO

Abstract
The forces of globalization and technological advancement have rendered the market place highly competitive and complex. The customer 's needs, wants and expectations are changing at an exponential rate posing great challenges to the companies. For surviving and thriving in this scenario companies need to develop effective brand positioning strategies .Positioning helps customers know the real differences among competing products so that they can choose the one that is most valuable and useful to them.This is a case study of Tata Nano, one of the most ambitious projects of Tata Motor’s, which was started in 2008. It was envisioned by the Tata Group former chairman Ratan Tata himself. The case focuses on how the initial strategies for launching and positioning Tata Nano as a “People’s Car” backfired and how management recognized its shortcomings and mistakes that led to the wrong positioning of Tata Nano as “Worlds Cheapest Car” among the segment it was created for. And how finally after four years of it commercial launch, understanding the inevitability of positioning management repositioned Tata Nano as a "Smart City Car" by focussing on the youth to rejuvenate its image. Key words: Positioning, Repositioning and Tata Nano.

1. Introduction
The global auto industry is in the midst of dramatic growth and change, the likes of which it hasn’t experienced since the industry’s inception. In 2010, a shift in the balance of power within the global auto industry occurred when the world’s emerging growth market led by China, India, Brazil,


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