Analysis of the marketing mix of Tata Nano

Authors Avatar by madhurgupta (student)

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. This is the first time that a two-cylinder gasoline engine is being used in a car with a single balancer shaft. The lean design strategy has helped minimise weight, which helps maximise performance per unit of energy consumed and delivers high fuel efficiency.

Performance is controlled by a specially designed electronic engine management system.

c) Meets all safety requirements

The People’s Car’s safety performance exceeds current regulatory requirements. With an all sheet-metal body, it has a strong passenger compartment, with safety features such a scrumple zones, intrusion-resistant doors, seats belts, strong seats and anchorages, and the rear tailgate glass bonded to the body. Tubeless tyres further enhance safety.

d) Environment-friendly

The People’s Car’s tailpipe emission performance exceeds regulatory requirements. In terms of overall pollutants, it has a lower pollution level than two-wheelers being manufactured in Malaysia today. The high efficiency also ensures that the car has low carbon dioxide emissions, thereby providing the twin benefits of an affordable transportation solution with a low carbon footprint.

1.3 Branding

Brands identify the source or maker of a product and allow consumers – either

individuals or organisations to assign responsibility for its performance to a particular manufacturer or distributor. Branding is endowing products and services with the power of a brand. It’s all about creating differences between products. For branding strategies to be successful and brand value to be created, consumers must be convinced there are meaningful differences among brands in the product or service category.

In Tata Nano’s case, the branding strategy used is corporate name combined with individual product names. This company’s name legitimises and the individual name individualises the new product.

Join now!

1.4 Product Strategy

The Tata Nano CX, including all the features described in the earlier Product Review section, will be sold with a three-year warranty or 100,000km warranty, whichever comes first. We will introduce the Tata Nano LX during the following year, after we have established our Tata brand.

The brand and logo will be displayed on the car as well as in all marketing campaigns.

1.5 Pricing Strategies

The Cost price is an estimated USD2, 420 or equivalent to RM8,954, which includes import tax, duties excise , sales tax, shipment costs and assembly cost. The ...

This is a preview of the whole essay