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Tushar Rastogi
Topics of Presentation.
Introduction.
6 Ms
Conclusions.
Introduction.
Dream-dream and dream, because dream gives vision, vision gives thoughts and finally thoughts lead to the action".
By India's former President Dr. A.P.J. Abdul Kalam
1 December 2009
Tushar Rastogi
exactly with Mr. Ratan Tata, Chairman of Tata group, who in the year 2003, dreamt of producing a safe, affordable Car for the common man. Finally after the wait of five years, crossing all financial and technological barriers, Ratan Tata kept his promise and unveiled Tata 'Nano' on 10th January 2008, at the 9th Auto Expo 2008 in New Delhi. Tata Nano, cool & smart, launched by Tata Motors is world's cheapest Car with a price tag of $ 2500
1 December 2009
Tushar Rastogi
2008 The Tata groups intense activities in 2007 have seen it rising 45 places to No. 57 in Brand Finance Top 500 Global Brands Expectations According to one report, India as well as other nations, such as European nations[, have great expectations from the Nano and are keenly and eagerly eagerly awaiting it, especially the electric version of the Nano. Modular design
In fact, Tata envisions going even further, providing the tools for local mechanics to assemble the car in existing auto shops or even in new garages created to cater to remote rural customers. With the exception of Manjeet Kripalani, BusinessWeek's India bureau chief, few have focused on this breakthrough element of the Nano innovation (BusinessWeek.com, 1/10/08).
Tata initially targeted the vehicle as "the least expensive production car in the world" aiming for a starting price of 100,000 rupees or approximately $2300 US despite rapidly rising material prices Export expectation
Being worlds cheapest car it is expected that not only India demand for Nano will go rise at global level. Since it meeting Euro-4 norms at this price so this is taking as a future of small car segment .
TATAs have shown the world what Indian engineering is truly capable of
Financial Times U K reports
Enthusiastic support
Tata Motors is receiving preliminary and some very enthusiastic support in the media and officials, even from Europe, for the electricversion from India as well as other-nations. The enthusiasm is even higher than that for the petrol-version
Width Height
Top speed Cost
1.440 m 1.405 m
120 km/hr 2.25 Lakh (on road)
1.5 m 1.6 m
90 km/hr 1.26 lakh (on road)
Variants Models Nano Standard Nano Deluxe-Cx Ex-showroom prices Rs 1,23,360 Rs 1,51,360
Nano luxury-Lx Rs 1,72,360 Engine Options Petrol, Diesel, Hybrid, Electric, Compressed Air
Petrol Engine
2 cylinder petrol all aluminium Engine 624 cc, 33bhp Bosch multi-point fuel injection (mpfi)
Diesel Engine
Jointly developed with Diesel Engine specialist FEV 684 cc Smallest Common Rail Turbocharged Diesel engine
Vehicle Summary
Body Type Seating Capacity Transmission Suspension Hatchback 4 4 Speed Manual McPherson strut & Independent coil spring Front Disk, Rear Drum 580 Kgs 30 Litres 180 mm
Brakes
12 inch
Performance
Top Speed
Acceleration Fuel Efficiency Emissions
90 Km/hr
0-70 kmph in14s 22 kmpl (city) 26 kmpl (highway) Bharat III and Euro IV compliant
Safety features
The Nanos safety performance exceeds current regulatory requirements Tata Nano passed the required 'homologation tests The car has passed the full-frontal crash and the side impact crash Tata said the Nano has an all sheet-metal body.
Safety features such as crumple zones, intrusion-resistant doors, seat-belts, strong seats and anchorages. The rear tailgate glass bonded to the body. Tyres are tubeless
international-media due to
Tata Motors' innovation in developing the car, as well as keeping it low in price.
create entrepreneurial-opportunities across India, expand the Indian car market by 65%.
cont Nano has been greatly appreciated by many sources and the
media
for its low-cost and eco-friendly initiatives which include using compressed-air as fuel and an electric-version.
large quantities,
particularly the electric-version, and, besides selling them in India, to also export them world-wide.
Design.
The
Peoples Car, designed with a family in mind, has a roomy passenger compartment with generous leg space and head room.
It
Four
doors with high seating position make ingress and egress easy.
The Tata Nano uses plastics and adhesives rather than welding.
cont
The Nano's boot does not open, instead the rear seats can be
Target market.
The low-cost car is clearly intended for the masses.
For the family of four that would otherwise ride on a scooter, Its also attracts the small cars buyers like Maruti 800, bike
riders etc.
Obstacles to Nano
However, Due to the Singur land dispute, the "Stalled Car Factory" is
"Costing Jobs, Splitting Neighbors in West Bengal Tata's problems in West Bengal are scaring off other industries hoping to locate here, including Infosys, a software maker that wanted to build a business park that would provide 5,000 jobs. Due to ongoing opposition to Tata's Singur car-factory by Mamta Banerjee, who demanded land to be returned from the factory, Tata Motors took decision to pull out of Singur. Tata Motors is manufacturing Tata Nano at its Pantnagar plant. Tata Motors announced it was pulling out its Nano small car industrial project from West Bengal's Singur and blamed the Mamata Banerjee-led Trinamool Congress, which spearheaded the protests against the factory, for the 'painful' decision. While existence of Tata Nano could lead to high industrial growth , the exit lead west Bengal a loss of more than 80,000 crore .How ever Tata has to suffer in terms of delay and settlement cost .
1 December 2009
Tushar Rastogi
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The 6 Ms of Mgt
Manpower
Money Material Machine Method Marketing
MANPOWER
Hired more than 2,500 employees for manufacturing
1 December 2009
Tushar Rastogi
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MONEY
A loan of Rs. 9750 Crore at 0.1% simple rate of
interest. Repayment of this loan @ 0.1% over 20years. They got 100% exemption on electricity duty. The 1100 Crores Land has been given with high subsidies without any stamp duty registration and transfer charges. The payment for land would be made in eight equal annual instalment at a compound interest of 8% p.a.
MATERIALS
1.
2. 3.
4.
5. 6.
8.
9. 10. 11. 12. 13. 14.
Freudenburg GKN Itw Deltar INA Johnson Controls Mahle Saint gobain
MACHINES
State of the art machines were installed in the plant
Marketing Strategies.
For marketing strategy Tata had use conventional media in an
unconventional manner. Nano was big on advertising ,TV campaign was one of the biggest!! Only innovative use of print, radio and other media, particularly the web. The Tata team was working on
Nano news in papers, Nano breaks on radio, Nano appearing in the form of messages or ticker news on TV, Online Nano games,
Online Marketing.
a. b. The major sections of the site are: Galary (both pictures and videos). Game (rather Link to a nice virtual driving game by Zapak). Community. Why Nano? Booking Details.
Website: www.tatanano.com
c. d. e.
Social Media.
Nano Game.
The game by zapak was a great move to spread word about the car.
1 December 2009
Tushar Rastogi
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1 December 2009
Tushar Rastogi
39
Offline Marketing.
Collaborations: Tata partnered with a few banks for releasing
application forms.
Leveraging Existing Infrastructure: People can find Nano
merchandise, application forms and demo cars in Tata Indicom, Titan, Croma and Westside stores. Tata Indicom is also offering a money-back offer with every application form.
.
Print media.
The grand launching ceremony of Tata Nano was covered by all kind of media personal. It was a front page headline in many leading newspapers. International motor show at Geneva where Mr. Tata shows the Nano in front of international media. Business tycoon like Mr. Tata when delivered the first Nano to a comman person, itself it makes a big news.
METHOD
"I think it is a great thing for India because mobility is giving new opportunities. I hope Tata drives to great success with the Rs one lakh car, but it is not included in our plan. Thomas Kuehl, Board Member, Skoda Auto India.
tailoring and value-added service to meet their needs. Companies that innovate on this dimension are likely to be richly rewarded.
So as per this presentation, conclusion can be draw as a future
car not only of Indian but also if exported than could be to the world.
reaching dispersed, low-income consumers in emerging markets often spurs significant innovation. As customers gain more power, they will demand more tailoring and value-added service to meet their needs. Companies that innovate on this dimension are likely to be richly rewarded. World is getting tougher day by day being unique is a competitive advantage. Expectations to Nano has proved this . After 100 years to Henry Ford , Tata has proved him again not only he came out of the expectations but also came out with a platform for Indian auto sector .
future car not only of Indian but also if exported than could be to the world.
Nano really proved cheapest car of the industry Nano definitely helps to come true for middle man s dream
Conclusion
Some hidden minus points of nano are there, still It is beneficial to Gujarat as a state development. Brand Gujarat gets a big boosts internationally due to Nano Project.
What do you think? Is the Nano a car of the future? Would you drive one?