Tata Nano

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Introduction
Tata Engineering and Locomotive Co. Ltd was established in 1945. In 1954, the company launched its first automobile; between 1954 and 1969, it collaborated with Daimler Benz to produce commercial vehicles. By the 1990s, the company had entered the passenger vehicle market. In 2004 Tata Motors acquired Daewoo commercial Vehicle Co. Ltd., Korea’s second- Largest truck manufacturer, and became the first Indian company to be listed on New York Stock Exchange. The next year, it acquired a 21% stake in a Spanish bus manufacturer, and in May 2008, it bought British automotive icons Jaguar and Land Rover from Ford Motor Co. The auto mobile industry in India benefited significantly from liberalization in the 1990s, when the
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To be sure, even Mercedes had two false starts before getting its pitch for the Smart car right.
A company spokesperson agreed that the Nano became a victim of its own hype. The marketing pitch is now aimed at breaking that image and giving the brand a more emotive personality as a mobility solution, a smart city car. The Nano Awesomeness ad campaign is a step in that direction.

The product strategy which will be adapted would be the straight product extension, which is marketing the car in another foreign market without any change. This is because there would be no additional product development cost, manufacturing changes, or new promotion.
3.2 Product Review
• There are three variants in the Nano range: Nano, Nano CX and Nano LX
• Only the Nano CX variant would be introduced in the Srilankan and Malaysian Market for the first stage
Tata Nano LX will introduced in the Malaysia and Srilanka Market during the following year The car has achieved its low price by minimizing costs on unnecessary “luxuries”, the basic Nano comes without front and rear fog lights, without a heater or air conditioning, withoutanti-lock brakes, only one single windscreen wiper, manually operated windows, manual steering with no air bags, tiny 12” wheels, plastic body parts joined with adhesive instead of more conventional metal and welding and a two cylinder 623 cc engine that provides a massive maximum speed of 65 mph (around 105 km/h).

Stylish and comfortable
The People’s Car,

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