Published on: Mar 3, 2016
Transcripts - NANO.compressed
AASHNA LUTHRIA 002
ANSHUMAN DANDRIYAL 016
DISHA GANDHI 022
SHREYANSH DARUKA 047
VIDHIKA JHUNJHUNWALA 055
Tata Motors Limited is India’s largest automobile
company, with consolidated revenues of INR
2,32,834 crores (USD 38.9 billion) in 2013-14.
TheTata Motors Group’s over 60,000
employees are guided by the mission “to be
passionate in anticipating and providing the best
vehicles and experiences that excite our
Established in 1945
The company’s manufacturing base in India is
spread across Jamshedpur (Jharkhand), Pune
(Maharashtra), Lucknow (Uttar Pradesh),
Pantnagar (Uttarakhand), Sanand (Gujarat) and
STORY BEHIND NANO
Mr. Ratan Tata’s
scooter with a
“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 it’s a moment of history and I’m delighted an Indian company is leading the way.“
– Anand Mahindra of Mahindra and Mahindra Ltd
THE REPUTATION OF DECADES
• 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
• Poor man's car.
• Have to trade their family's safety for a low price tag.
• On March 21st, 2010 a Nano caught ﬁre in Mumbai followed with another catching ﬁre on NH8
near Anand, Gujarat on April 7th, 2010.
Tata Nano - www.tatanano.com
• Auto Expo 2012:Tata Nano is not a ﬂop, just an opportunity
• Tata Motors to sell Nano merchandise on Ebay.
• Popular small cars Alto, i10, Nano fail crash test: Global NCAP.
• Tata Motors' Nano strategy was ﬂawed, say experts.
• Tata Nano catches ﬁre.
FAILURETO RESPONDTO PUBLIC
• 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
Nano’s budget was no more than Rs 5 crore.
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.
• Depicts the sentiments of anticipation and joy surrounding
the arrival of the Nano into a family.
• Launch ﬁlm 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 ﬁrst 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
On 13th January, 2014, Tata
Motors Ltd. launched Nano
Twist, targeting the growing
customer base of trendy,
Leveraged Inﬂuencers or
The campaign ran for only three days where the brand engaged with the target audience, tremendously, via
the 6 inﬂuencers. Each inﬂuencer was assigned an individual hash tag named after the 6 color variants of the
car.The common hash tag to be used was #NanoBiddingWar
• The campaign’s reach was entirely organic with 143 million impressions, 240,000 mentions and over 13,000
• #NanoBiddingWar was trending in India for the entire duration of the campaign and it also trended worldwide for
NANO DRIVES WITH MTV
• MTV and Tata Nano created history by organizing
India’s ﬁrst 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 on the likes, comments, video views,
etc. accumulated by posting content on social
media sites and driving engagement through their
Powered byTata Nano’s
• 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 WRATH OF DIDI
• Mamta Banarjee ledTMC launches
• Hundreds of farmers block the
• 28 months of effort and crores of
• Conﬂict of ideologies.
THE WRATH OF DIDI
THE WRATH OF DIDI
• Tata Group announces pull out
• 14 months and on the road.
Annual CSR Report 2013-14,Tata Motors
Sustainability Report 2012-13 & 2013-14,Tata Motors
INNOVATIONS AND CSR
• More fuel efﬁcient with a 2 cylinder MPFI engine
• Tata Nano will meet European emissions standards
• 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
A FORCE FOR GOOD
• Afﬁrmative Action
• Employee volunteering
• Rebuilding lives