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Analysis of the marketing mix of Tata Nano

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Introduction

´╗┐Marketing Mix of TATA NANO Marketing mix of Tata Nano ________________ 1.0 Product Strategies 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. 1.2 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 Malaysia Market for the first stage Tata Nano LX will introduced in the Malaysia 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, without anti-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). Among the features of the car are: a) Stylish and comfortable The People?s Car, designed with a family in mind, has a roomy passenger compartment with generous leg space and head room. It can comfortably sit four persons. Four doors with high seating position make ingress and egress easy. Yet with a length of 3.1 metres, width of 1.5 metres and a height of 1.6 metres, with adequate ground clearance, it can effortlessly manoeuvre on busy roads in cities as well as in rural areas. Its mono-volume design, with wheels at the corners and the power train at the rear, enables it to uniquely combine both space and manoeuvrability, which will set a benchmark among small cars. b) Fuel-efficient engine The People?s Car has a rear-wheel drive, all aluminium, two-cylinder, 523 cc, 33 PS, multi point fuel injection petrol engine. ...read more.

Middle

Because this is make all the Malaysian to easy to remembered Tata Nano and feel happy all the ways with Tata Nano. Tata Nano is safety and you can travel everywhere by Tata Nano with your family or friends with fun, but you just need to pay all of this at lower price ?Pay Less & Get More. Beside that we can enjoying special fun with Tata Nano, our earth also will feel happy with Tata Nano because Tata Nano also is the environment friendly car. 2.3 Advertising Program We aims to inform Malaysians this is the cheapest car in the world and persuade Malaysians to buy Tata Nano due to this car is safety, useful, all in good quality and also environment friendly by developing an advertising program. 2.3.1 Online Advertisement First step we start before lunching Tata Nano, we do the online advertisement. Tata Nano created a Web site ? www.tatanano.com ? on March 2009 to better communicate with the customers. In the Web site, we posted the photo categories and videos to provide customers the information and special features of Tata Nano and bring them inside the company. In addition to photos and videos, the web site links to recent news about Tata Nano and space for public feedback. Besides that, Blogs have become an important outlet for word of mouth which are regularly updated online diaries. Blogs is bringing together people with common interests. They vary wide and can influence a vast audience due to many internet users have read Blogs. We can establish the blog network and carefully monitoring to find out what's on people's minds especially the potential customers. This is a cheapest and good way to build up brand awareness. 2.3.2 Television Advertisement Television advertisement is very expensive but this is the most powerful to perform the Tata Nano to the public by demonstrating Tata Nano attributes and persuasively explaining their corresponding consumer benefits. ...read more.

Conclusion

This is not only in India itself but also to the world-wide dealership. 5.0 Channel of Distribution Strategies 5.1 Direct marketing channel (zero-level channel) We perform the Tata Nano in Malaysia by selling it directly to customers. Customers can deal directly with our dealers and make the booking for Tata Nano by visit our sales office or at any special event/campaign. Besides that, customers also can get the information or make the booking via the telephone and through the Internet. By this way we can save more cost and maintain the cheapest purchasing price rather than through retailers or resellers. 5.2 Physical Flow From the diagram, can know that Tata Nano will send the paths to the Malaysia after received the order from the sales office. After that, we will assemble a car at the workshop. Finally, send to the customers directly. From here, we can often provide faster delivery to customers because we are closer to the customers. 5.3 Payment Flow Customers can pay bills by cash or do the financing from bank. Customers pay less by this diagram due to not need to pay extra commission to third party such as wholesalers or retailers. Tata Motor also can collect the payment more efficient. 5.4 Information Flow Customers can get the information directly from Tata Motor such as new product, price development and so on. Tata Motor can more understanding customer's needs when receiving customers, response calls and mailings or through internet blog. If customers have any need or complaint, we can satisfy them immediately by deal with customers directly. 5.5 Promotion Flow Marketing Campaign/Event Have two ways of promotion flow, directly and indirectly. Directly are well organize the marketing campaign, event and road show. By this way, we'll promote Tata Nano to target market by face by face and provide the opportunities to them try to drive the Tata Nano. Indirect ways are we will do the advertisement through media such as internet, TV, radio and also newspaper. By this promotion flow, Tata Motor aims to create brand awareness and increase the sales in the Malaysia. ...read more.

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