Positioning the brand and not the Car- There could be an initial positioning of the TATA brand rather than the car, till the marketers understood the features sought by the consumers. I think most marketing folks need a lesson in psychology more than STP. But every such household had an aspiration to move to something better and not necessarily cheaper.
Finally now the Nano has been positioned as a cool car to have fun with. Apple is the first brand that comes to mind when we talk about marketing. At the end of the day, it is what the car means to you rather than what it is.
A dual positioning strategy one for the smaller cities and the other form the urban areas could have worked. But what about marketing failures?
The brand managers positioned the car as the next upgrade for a family of four with a two wheeler. TATA Nano was a classic case of a product manager who chooses not to respect the aspirations of his prospective consumers.
Also the colors and the powerful AC are being positioned as the differentiators along with the classic adage of better fuel efficiency that has helped its sales.
The next campaign focused on the tier 2 cities with bad roads and little or no inclination to move things along. In such a case the positioning was totally wrong.
So what could have been done to position the car better? For every Apple there are many products that fail due to bad marketing strategies. And this they felt was a result of the positioning taken by the marketing managers of the brand.
As I look back at the previous campaigns for the Nano, it suddenly struck me that Nano was a consumer behavior assessment failure. This point was not taken into consideration while the brand managers were coming up with the positioning.Marketing Segmentation of Tata Nano in India and Its Targeting and Positioning Strategy.
Words | 5 Pages Positioning, Targeting: A case of Tata Nano in India EXECUTIVE SUMMARY: Targeting and positioning strategy of Tata Nano and recommendations for the company are given. TATA NANO & CAR INDUSTRY India is a company with majority of its population residing as low income group.
Buying a car is still a dream for many people in India. Marketing plan-for-tata-nano 1. 10 EXECUTIVE SUMMARY Tata Nano is the cheapest car in the world.
It is sold in home country India around Rs 1- lakh i.e approximately USD At the road show, people also can get the experience with Tata Nano by have the opportunities to drive the Tata Nano car before purchase it.
Channel of Distribution Strategies Direct marketing channel (zero-level channel) Manufacturer Customers We perform the Tata Nano in Malaysia by selling it directly to customers.4/4(5).
Marketing mix of Tata Nano – Tata Nano marketing mix January 12, By Hitesh Bhasin Tagged With: Marketing mix articles Tata nano is a product of the parent company Tata Motors and built with the intention of manufacturing and selling in India. May 30, · "How marketing can cause a product to fail?
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