Mckinsey ppt
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The Tata Nano failed for several reasons: 1) It was marketed and positioned solely as "the world's cheapest car", which gave a negative impression about its reliability and quality. 2) It did not provide enough value to customers beyond just price. Cars are also an aspirational purchase in India, so it needed emotional or performance-based value. 3) The marketing team did not effectively respond to accidents or quality issues, hurting the brand image. The key lessons are that products must provide value across multiple dimensions like performance, relationships, and emotions, not just price, and marketing should be tailored to the target audience's needs and perceptions.
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Mckinsey ppt
- 1. Tata Nano failure (a case study) In a Mckinsey way! Yogesh Seralia Engineer(Mobile), PDG
- 2. Contents Find the problem. . Why it failed ? . Learning/Solution from case study.
- 3. A car which priced slightly higher than iPhone. INR 1,00,000 only - To be proud milestone for TATA group.
- 4. Eye Ball Attention! Attention Seeking Potential.
- 5. My Products (salesman -> client) My Services (employee -> boss)
- 7. President Obama visit to India Nano was praised by Obama itself and popularity got exploded worldwide
- 8. Hype. TATA Nano, worlds cheapest car OVER BOOKED
- 9. Why Nano failed ? 1. VALUE ?? 2. BEST PRICE ?? 3. QUALITY ??
- 10. Why Nano failed ? 1. VALUE 2. BEST PRICE 3. QUALITY
- 11. Competitors Customers Not Possible If happens, itill be great
- 12. By Default Branding What was happening ?
- 13. According to 20-80 Rule MARKETING TEAM
- 14. Branding By Design By Default
- 15. Branding By Design By Choice By Default By Chance
- 16. Cause of downfall was this tag line : Cheapest Car (爐迦爐 爐爐爐) in the World. Cheap word has rub off effect gives negative sense for Reliability (爐爐爛爛爐) and Trustworthiness (爐 爐む)
- 17. What was strength ? PRICE ? (by Cost Saving in manufacturing) POSITIONING ? (of TAG Worlds Cheapest Car)
- 18. What was strength ? PRICE (by Cost Saving in manufacturing) POSITIONING (of TAG Worlds Cheapest Car)
- 19. What was strength ? PRICE (by Cost Saving in manufacturing) POSITIONING (of TAG Worlds Cheapest Car) SUBTLE HIDDEN
- 20. Accidents Marketing Team Didnt Bouce Back with Positive Rebuttal
- 21. ASPIRATIONAL VALUE 1,00,000 Rs 65,000 Rs
- 22. Solutions/Learnings There are four value quadrants to make customers satisfied with.
- 23. Performance Value Relational Value Financial ValueEmotional Value VALUE PROPOSITION
- 25. Financial Value Discount Best Price Low Cost Policies & Schemes
- 26. India is price sensitive market but Here car market is aspiration sensitive
- 28. Performance Value Relational Value Financial ValueEmotional Value VALUE PROPOSITION for Tata Nano
- 29. Performance Value Relational Value Financial ValueEmotional Value VALUE PROPOSITION for Tata Nano
- 30. Conclusion. Ask 2 ques. To yourself. 1) Who is your target audience? 2) What is your value proposition (means how will you sell the product) ?