TATA NANO
AASHNA LUTHRIA 002
ANSHUMAN DANDRIYAL 016
DISHA GANDHI 022
SHREYANSH DARUKA 047
VIDHIKA JHUNJHUNWALA 055
TATA MOTORS
Tata Motors Limited is India’s largest automobile
company, with consolidated revenues of INR
2,32,834 crores (...
STORY BEHIND NANO
Mr. Ratan Tata’s
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 Mar...
THE REPUTATION OF DECADES
TATA GROUP
• The international brand consultancy Brand Finance has ranked the over $100-billion ...
AWARDS WON
MEDIA RELATIONS
Sources

EconomicTimes

Tata Nano - www.tatanano.com
ECONOMICTIMES COVERAGE
• Auto Expo 2012:Tata Nano is not a flop, just an opportunity
wasted: RatanTata.
• Tata Motors to se...
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 relation...
LAUNCH CAMPAIGN
As the target audience was that which has not
owned a car before, the campaign is centred
around being inf...
VIDEO
LAUNCH ADVERTISEMENT
• Depicts the sentiments of anticipation and joy surrounding
the arrival of the Nano into a family.
•...
WHY DIDTHIS CAMPAIGN FAIL?
• Buying a car in India is associated
with social status and prestige; if a
person owns a car, ...
BIDDING
WARS
On 13th January, 2014, Tata
Motors Ltd. launched Nano
Twist, targeting the growing
customer base of trendy,
y...
RESULT
• The campaign’s reach was entirely organic with 143 million impressions, 240,000 mentions and over 13,000
retweets...
NANO DRIVES WITH MTV
• MTV and Tata Nano created history by organizing
India’s first 21 day social road trip called “Drive
...
SUNBURN
ARENA
Powered byTata Nano’s
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
• Sc...
VIDEO
• Mamta Banarjee ledTMC launches
public protests.
• Hundreds of farmers block the
road.
• 28 months of effort and crores o...
THE WRATH OF DIDI
• Tata Group announces pull out
03/10/2008
• Suswagatham.
• 14 months and on the road.
THE
RESPONSE
VIDEO
CORPORATE SOCIAL
RESPONSIBILITY
Source

Annual CSR Report 2013-14,Tata Motors

Sustainability Report 2012-13 & 2013-14,Tat...
TATA NANO

INNOVATIONS AND CSR
• More fuel efficient with a 2 cylinder MPFI engine
• Tata Nano will meet European emissions...
RUN FOR CAUSE
Tata Motors Thailand provided
its Nano, Super Ace City Giant
and Xenon vehicles to carry
supplies for runner...
TATA MOTORS
A FORCE FOR GOOD
• Arogya
• Amrutdhara
• Vidyadhanam
• Kaushalya
• Vasundhara
• Affirmative Action
• Employee v...
VASUNDHARA
VIDYADHANAM
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NANO.compressed

Published on: Mar 3, 2016
Source: www.slideshare.net


Transcripts - 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 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 customers globally.’' 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 Dharwad (Karnataka).
  • 3. STORY BEHIND NANO Mr. Ratan Tata’s 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 it’s a moment of history and I’m 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 fire in Mumbai followed with another catching fire on NH8 near Anand, Gujarat on April 7th, 2010.
  • 6. AWARDS WON
  • 7. MEDIA RELATIONS Sources
 EconomicTimes
 Tata Nano - www.tatanano.com
  • 8. ECONOMICTIMES COVERAGE • Auto Expo 2012:Tata Nano is not a flop, 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 flawed, say experts. • Tata Nano catches fire.
  • 9. FAILURETO RESPONDTO PUBLIC COMPLAINTS.
  • 10. PUBLIC RELATIONS CAMPAIGNS Sources
 MTV
 Twitter
 www.lighthouseinsights.in
 www.campaignindia.in
  • 11. “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 Nano’s budget was no more than Rs 5 crore.
  • 12. 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.
  • 13. VIDEO
  • 14. LAUNCH ADVERTISEMENT • 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.
  • 15. 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.
  • 16. BIDDING WARS On 13th January, 2014, Tata Motors Ltd. launched Nano Twist, targeting the growing customer base of trendy, young urbanites. Leveraged Influencers or micro-celebrities. 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
  • 17. RESULT • The campaign’s 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.
  • 18. 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 social network.
  • 19. SUNBURN ARENA Powered byTata Nano’s Awesomeness Live
  • 20. CRISIS Source
 LiveMint
 EconomicTimes
 TheTelegraph
  • 21. • 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
  • 22. VIDEO
  • 23. • Mamta Banarjee ledTMC launches public protests. • Hundreds of farmers block the road. • 28 months of effort and crores of capital. • Conflict of ideologies. THE CRISIS THE WRATH OF DIDI
  • 24. THE WRATH OF DIDI • Tata Group announces pull out 03/10/2008 • Suswagatham. • 14 months and on the road. THE RESPONSE
  • 25. VIDEO
  • 26. CORPORATE SOCIAL RESPONSIBILITY Source
 Annual CSR Report 2013-14,Tata Motors
 Sustainability Report 2012-13 & 2013-14,Tata Motors
  • 27. TATA NANO
 INNOVATIONS AND CSR • More fuel efficient 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.
  • 28. 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.
  • 29. TATA MOTORS A FORCE FOR GOOD • Arogya • Amrutdhara • Vidyadhanam • Kaushalya • Vasundhara • Affirmative Action • Employee volunteering • Rebuilding lives
  • 30. VASUNDHARA
  • 31. VIDYADHANAM

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