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1) Tata Nano is India's most affordable car launched by Tata Motors with a goal of providing affordable transportation. 2) The Nano faced many challenges including engineering difficulties in achieving its low price point, factory issues that led to relocating production, and initial quality problems. 3) While the Nano received much publicity for its low price, its marketing campaigns were not always successful and did not portray the car in a way that appealed to Indian prestige and status expectations.

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TATA NANO AASHNA LUTHRIA 002 ANSHUMAN DANDRIYAL 016 DISHA GANDHI 022 SHREYANSH DARUKA 047 VIDHIKA JHUNJHUNWALA 055
TATA MOTORS Tata Motors Limited is Indias largest automobile company, with consolidated revenues of INR 2,32,834 crores (USD 38.9 billion) in 2013-14. TheTata Motors Groups over 60,000 employees are guided by the mission to be passionate in anticipating and providing the best vehicles and experiences that excite our customers globally.' Established in 1945 The companys manufacturing base in India is spread across Jamshedpur (Jharkhand), Pune (Maharashtra), Lucknow (Uttar Pradesh), Pantnagar (Uttarakhand), Sanand (Gujarat) and Dharwad (Karnataka).
STORY BEHIND NANO Mr. Ratan Tatas dreams of replacing scooter with a affordable car
DIVIDEDTHOUGHTS We can not make a Rs one lakh car. Our engineers have said they cannot do it. - Shinzo Nakanishi, MD Maruthi Suzuki India Since, a promise is a promise the standard dealer version will cost Rs 1 lakh. - RatanTata releasing the Nano to the world I am having nightmares - Chief U.N. climate scientist Rajendra Pachauri. The Rs one lakh car is a good decision and a good intention, but as far as Volkswagen is concerned producing a Rs one lakh car is a pure no because meeting the quality standards and safety is not feasible at all in such a model. - Andreas PrinzVolkswagen Group Sales India Managing Director (Passenger Cars) I think its a moment of history and Im delighted an Indian company is leading the way. Anand Mahindra of Mahindra and Mahindra Ltd
THE REPUTATION OF DECADES TATA GROUP The international brand consultancy Brand Finance has ranked the over $100-billion conglomerate, Tata Group, as 39th most valuable brand in the world. In 2009 the Tata Group was ranked 11 in the world's top 100 reputable companies by Forbes Magazine. TATA NANO Poor man's car. Have to trade their family's safety for a low price tag. On March 21st, 2010 a Nano caught 鍖re in Mumbai followed with another catching 鍖re on NH8 near Anand, Gujarat on April 7th, 2010.
AWARDS WON
MEDIA RELATIONS Sources EconomicTimes Tata Nano - www.tatanano.com
ECONOMICTIMES COVERAGE Auto Expo 2012:Tata Nano is not a 鍖op, just an opportunity wasted: RatanTata. Tata Motors to sell Nano merchandise on Ebay. Popular small cars Alto, i10, Nano fail crash test: Global NCAP. Tata Motors' Nano strategy was 鍖awed, say experts. Tata Nano catches 鍖re.
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FAILURETO RESPONDTO PUBLIC COMPLAINTS.
PUBLIC RELATIONS CAMPAIGNS Sources MTV Twitter www.lighthouseinsights.in www.campaignindia.in
NANO PUBLICITY Planned on using unconventional mediums like web search, viral marketing and innovative public relations-driven campaigns. In papers the news in brief is called Nano news and television advertisement breaks are called Nano breaks. Other initiatives include online games, merchandise and accessories like Nano brandedT-shirts, key chains, teddy bears and watches. Typical car launches have advertisement budgets of Rs 20-30 crore. ButTata Nanos budget was no more than Rs 5 crore.
LAUNCH CAMPAIGN As the target audience was that which has not owned a car before, the campaign is centred around being informative and offers a lot of opportunities for consumer feedback.
VIDEO
LAUNCH ADVERTISEMENT Depicts the sentiments of anticipation and joy surrounding the arrival of the Nano into a family. Launch 鍖lm centred on bringing home 'khushiyan' (joys). Targeted people belonging toTier 2 andTier 3 towns - people who're either looking to replace their two-wheelers with a car, or have no private transportation and thus aspire to buy their 鍖rst car.
WHY DIDTHIS CAMPAIGN FAIL? Buying a car in India is associated with social status and prestige; if a person owns a car, he is assumed to be successful and settled. The usage of the word cheap in its marketing campaigns spoiled everything. It had to be subtle yet hidden from the promotional messages.
BIDDING WARS On 13th January, 2014, Tata Motors Ltd. launched Nano Twist, targeting the growing customer base of trendy, young urbanites. Leveraged In鍖uencers or micro-celebrities. The campaign ran for only three days where the brand engaged with the target audience, tremendously, via the 6 in鍖uencers. Each in鍖uencer was assigned an individual hash tag named after the 6 color variants of the car.The common hash tag to be used was #NanoBiddingWar
RESULT The campaigns reach was entirely organic with 143 million impressions, 240,000 mentions and over 13,000 retweets. #NanoBiddingWar was trending in India for the entire duration of the campaign and it also trended worldwide for 2 days.
NANO DRIVES WITH MTV MTV and Tata Nano created history by organizing Indias 鍖rst 21 day social road trip called Drive With MTV. where 4 teams formed out of 16 participants, had to undertake a road trip of 2500 kms in 21 days, armed with a Tata Nano and Rs. 50K each. Each team had a social media engagement score based onthe likes, comments, video views, etc. accumulated by posting content on social media sites and driving engagement through their social network.
SUNBURN ARENA Powered byTata Nanos Awesomeness Live
CRISIS Source LiveMint EconomicTimes TheTelegraph
Nano factory ofTata Motors at Singur in Hooghly district,West Bengal, India. Plant construction begins 21/01/2007 Scheduled delivery by 2008 1984 Land Acquisition Act Ford Deal THE BUILD UP THE WRATH OF DIDI
VIDEO
Mamta Banarjee ledTMC launches public protests. Hundreds of farmers block the road. 28 months of effort and crores of capital. Con鍖ict of ideologies. THE CRISIS THE WRATH OF DIDI
THE WRATH OF DIDI Tata Group announces pull out 03/10/2008 Suswagatham. 14 months and on the road. THE RESPONSE
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VIDEO
CORPORATE SOCIAL RESPONSIBILITY Source Annual CSR Report 2013-14,Tata Motors Sustainability Report 2012-13 & 2013-14,Tata Motors
TATA NANO INNOVATIONS AND CSR More fuel ef鍖cient with a 2 cylinder MPFI engine Tata Nano will meet European emissions standards on exhaust. TATA NANO reduces exterior noise of the vehicle by 2 dBA.
RUN FOR CAUSE Tata Motors Thailand provided its Nano, Super Ace City Giant and Xenon vehicles to carry supplies for runners in the "Emporium & Punky Runners: Run for Japan" charity activity to raise funds to help people s t r i c ke n by t h e r e c e n t earthquake and tsunami in Japan.
TATA MOTORS A FORCE FOR GOOD Arogya Amrutdhara Vidyadhanam Kaushalya Vasundhara Af鍖rmative Action Employee volunteering Rebuilding lives
VASUNDHARA
VIDYADHANAM
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NANO.compressed

  • 1. TATA NANO AASHNA LUTHRIA 002 ANSHUMAN DANDRIYAL 016 DISHA GANDHI 022 SHREYANSH DARUKA 047 VIDHIKA JHUNJHUNWALA 055
  • 2. TATA MOTORS Tata Motors Limited is Indias largest automobile company, with consolidated revenues of INR 2,32,834 crores (USD 38.9 billion) in 2013-14. TheTata Motors Groups over 60,000 employees are guided by the mission to be passionate in anticipating and providing the best vehicles and experiences that excite our customers globally.' Established in 1945 The companys manufacturing base in India is spread across Jamshedpur (Jharkhand), Pune (Maharashtra), Lucknow (Uttar Pradesh), Pantnagar (Uttarakhand), Sanand (Gujarat) and Dharwad (Karnataka).
  • 3. STORY BEHIND NANO Mr. Ratan Tatas dreams of replacing scooter with a affordable car
  • 4. DIVIDEDTHOUGHTS We can not make a Rs one lakh car. Our engineers have said they cannot do it. - Shinzo Nakanishi, MD Maruthi Suzuki India Since, a promise is a promise the standard dealer version will cost Rs 1 lakh. - RatanTata releasing the Nano to the world I am having nightmares - Chief U.N. climate scientist Rajendra Pachauri. The Rs one lakh car is a good decision and a good intention, but as far as Volkswagen is concerned producing a Rs one lakh car is a pure no because meeting the quality standards and safety is not feasible at all in such a model. - Andreas PrinzVolkswagen Group Sales India Managing Director (Passenger Cars) I think its a moment of history and Im delighted an Indian company is leading the way. Anand Mahindra of Mahindra and Mahindra Ltd
  • 5. THE REPUTATION OF DECADES TATA GROUP The international brand consultancy Brand Finance has ranked the over $100-billion conglomerate, Tata Group, as 39th most valuable brand in the world. In 2009 the Tata Group was ranked 11 in the world's top 100 reputable companies by Forbes Magazine. TATA NANO Poor man's car. Have to trade their family's safety for a low price tag. On March 21st, 2010 a Nano caught 鍖re in Mumbai followed with another catching 鍖re on NH8 near Anand, Gujarat on April 7th, 2010.
  • 8. ECONOMICTIMES COVERAGE Auto Expo 2012:Tata Nano is not a 鍖op, just an opportunity wasted: RatanTata. Tata Motors to sell Nano merchandise on Ebay. Popular small cars Alto, i10, Nano fail crash test: Global NCAP. Tata Motors' Nano strategy was 鍖awed, say experts. Tata Nano catches 鍖re.
  • 14. NANO PUBLICITY Planned on using unconventional mediums like web search, viral marketing and innovative public relations-driven campaigns. In papers the news in brief is called Nano news and television advertisement breaks are called Nano breaks. Other initiatives include online games, merchandise and accessories like Nano brandedT-shirts, key chains, teddy bears and watches. Typical car launches have advertisement budgets of Rs 20-30 crore. ButTata Nanos budget was no more than Rs 5 crore.
  • 15. LAUNCH CAMPAIGN As the target audience was that which has not owned a car before, the campaign is centred around being informative and offers a lot of opportunities for consumer feedback.
  • 16. VIDEO
  • 17. LAUNCH ADVERTISEMENT Depicts the sentiments of anticipation and joy surrounding the arrival of the Nano into a family. Launch 鍖lm centred on bringing home 'khushiyan' (joys). Targeted people belonging toTier 2 andTier 3 towns - people who're either looking to replace their two-wheelers with a car, or have no private transportation and thus aspire to buy their 鍖rst car.
  • 18. WHY DIDTHIS CAMPAIGN FAIL? Buying a car in India is associated with social status and prestige; if a person owns a car, he is assumed to be successful and settled. The usage of the word cheap in its marketing campaigns spoiled everything. It had to be subtle yet hidden from the promotional messages.
  • 19. BIDDING WARS On 13th January, 2014, Tata Motors Ltd. launched Nano Twist, targeting the growing customer base of trendy, young urbanites. Leveraged In鍖uencers or micro-celebrities. The campaign ran for only three days where the brand engaged with the target audience, tremendously, via the 6 in鍖uencers. Each in鍖uencer was assigned an individual hash tag named after the 6 color variants of the car.The common hash tag to be used was #NanoBiddingWar
  • 20. RESULT The campaigns reach was entirely organic with 143 million impressions, 240,000 mentions and over 13,000 retweets. #NanoBiddingWar was trending in India for the entire duration of the campaign and it also trended worldwide for 2 days.
  • 21. NANO DRIVES WITH MTV MTV and Tata Nano created history by organizing Indias 鍖rst 21 day social road trip called Drive With MTV. where 4 teams formed out of 16 participants, had to undertake a road trip of 2500 kms in 21 days, armed with a Tata Nano and Rs. 50K each. Each team had a social media engagement score based onthe likes, comments, video views, etc. accumulated by posting content on social media sites and driving engagement through their social network.
  • 24. Nano factory ofTata Motors at Singur in Hooghly district,West Bengal, India. Plant construction begins 21/01/2007 Scheduled delivery by 2008 1984 Land Acquisition Act Ford Deal THE BUILD UP THE WRATH OF DIDI
  • 25. VIDEO
  • 26. Mamta Banarjee ledTMC launches public protests. Hundreds of farmers block the road. 28 months of effort and crores of capital. Con鍖ict of ideologies. THE CRISIS THE WRATH OF DIDI
  • 27. THE WRATH OF DIDI Tata Group announces pull out 03/10/2008 Suswagatham. 14 months and on the road. THE RESPONSE
  • 29. VIDEO
  • 30. CORPORATE SOCIAL RESPONSIBILITY Source Annual CSR Report 2013-14,Tata Motors Sustainability Report 2012-13 & 2013-14,Tata Motors
  • 31. TATA NANO INNOVATIONS AND CSR More fuel ef鍖cient with a 2 cylinder MPFI engine Tata Nano will meet European emissions standards on exhaust. TATA NANO reduces exterior noise of the vehicle by 2 dBA.
  • 32. RUN FOR CAUSE Tata Motors Thailand provided its Nano, Super Ace City Giant and Xenon vehicles to carry supplies for runners in the "Emporium & Punky Runners: Run for Japan" charity activity to raise funds to help people s t r i c ke n by t h e r e c e n t earthquake and tsunami in Japan.
  • 33. TATA MOTORS A FORCE FOR GOOD Arogya Amrutdhara Vidyadhanam Kaushalya Vasundhara Af鍖rmative Action Employee volunteering Rebuilding lives