Case Study Of Tata Nano

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TATA NANO : THE PEOPLE'S CAR
The Tata Nano is a small car manufactured by Tata Motors made and sold in India.
Nano was initially launched with a price tag of 100,000 (US$1,600) but with the time, the price was increased.

It was designed to lure India's middle classes away from two-wheelers. According to rating agency CRISIL(TNN, 2008), Tata Nano's launch could expand the Indian car market by 65%
The predictions were also made about how Tata Nano can destroy the second hand car market of the country.

The desire and anxiety at the launch of TataNano was even given a term called Nanomania.

Nano was always more than just a car. It was Tata group's chairman Ratan Tata‘s dream project to bring an affordable transportation solution within
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It was positioned as dream car of common man of India. It was targeting the laymen who want to have a car and it got successful to some extent but only till a functional level.
The Nano made sense in terms of a social mission, on a purely functional level. Good quality engineering focused on the task of making something reliable and safe as cheap as possible.
But it has been criticized all around as the one to the greatest positioning blunder as even the most cost effective producers do not label their products as cheap. Here the cheap has a great social connotation and the social tag because nobody aspires to buy the cheapest thing on the market.
Human psychology is that the motivation behind buying isn't to have a car, or a shampoo, or whatever the product is. If a product is positioned as poor‘s product then poor people will definitely avoid it because they don‘t want to be viewed as poor yet. The marketer just need to place their product right in the minds of customer and the brands like Giorgio Armani, Raymond‘s, Toyota and even other brands of Tata are examples of that. So positioning remains the main mantra behind the success of any

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