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Topics of Presentation. Introduction. Description about Tata Nano.

Why it is so cheap?

Obstacles to Nano

6 Ms

Conclusions.

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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

Dreams also give you an idea to changeyours and other life.

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An idea can change

yourLIFE

An idea can change

yourWIFE

An idea can also

change OTHERS

life

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Seeds of the Dreams.

Mr. Ratan Tata

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Motivational words said by Dr. A.P.J. Abdul Kalam goes

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

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Competencies of Tata Nano Tata is now 57th most valuable brand globallylivemint.com: April 22,

2008 The Tata groups intense activities in 2007 have seen itrising 45 places to No. 57 in Brand Finance Top 500 Global Brands

Expectations

According to one report, India as well as other nations, such asEuropean nations[, have great expectations from the Nano and are

keenly and eagerly eagerly awaiting it, especially the electric version ofthe Nano.

Modular design

In fact, Tata envisions going even further, providing the tools for localmechanics to assemble the car in existing auto shops or even in new

garages created to cater to remote rural customers. With the exception ofManjeet Kripalani, BusinessWeek's India bureau chief, few have focused onthis breakthrough element of the Nano innovation (BusinessWeek.com,1/10/08).

http://www.livemint.com/2008/04/22000325/Tata-is-now-57th-most-valuable.htmlhttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Indiahttp://www.livemint.com/2008/04/22000325/Tata-is-now-57th-most-valuable.html

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Competencies of Tata Nano Pricing strategy

Tata initially targeted the vehicle as "the least expensive production carin the world" aiming for a starting price of 100,000 rupees orapproximately $2300 US despite rapidly rising material prices

Export expectation

Being worlds cheapest car it is expected that not only India demand for Nanowill go rise at global level. Since it meeting Euro-4 norms at this price so this istaking as a future of small car segment .

Reputation and Acceptance of Tata After launch

TATAs have shown the world what Indian engineering is truly capable ofFinancial Times U K reports

Enthusiastic support

Tata Motors is receiving preliminary and some very enthusiasticsupport in the media and officials, even from Europe, for the electric-

version from India as well as other-nations. The enthusiasm is even

higher than that for the petrol-version

http://en.wikipedia.org/wiki/Production_carhttp://en.wikipedia.org/wiki/Europehttp://en.wikipedia.org/wiki/Europehttp://en.wikipedia.org/wiki/Production_car

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Maruti 800 Tata Nano

Engine 800 cc 623 cc

Length 3.335 m 3.1 m

Width 1.440 m 1.5 m

Height 1.405 m 1.6 m

Top speed 120 km/hr 90 km/hr

Cost 2.25 Lakh (on road) 1.26 lakh (on road)

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Petrol Engine

2 cylinder petrol all aluminium Engine

624 cc, 33bhp

Bosch multi-point fuel injection (mpfi)

Variants

Models Ex-showroom

prices

Nano Standard Rs 1,23,360

Nano Deluxe-Cx Rs 1,51,360

Nano luxury-Lx Rs 1,72,360

Diesel Engine

Jointly developed with Diesel Enginespecialist FEV

684 cc

Smallest Common Rail TurbochargedDiesel engine

Engine Options Petrol, Diesel, Hybrid, Electric, Compressed Air

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Vehicle Summary

Body Type HatchbackSeating Capacity 4

Transmission 4 Speed Manual

Suspension McPherson strut

& Independentcoil spring

Brakes Front Disk, RearDrum

Kerb Weight 580 Kgs

Fuel Tank 30 Litres

GroundClearance

180 mm

Wheels 12 inch

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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, strongseats and anchorages.

The rear tailgate glass bonded to the body.

Tyres are tubeless

Performance

Top Speed 90 Km/hr

Acceleration 0-70 kmph in14s

Fuel Efficiency 22 kmpl (city)

26 kmpl (highway)

Emissions Bharat III and Euro IV

compliant

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Tata Nano Car

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Description about Nano The project has literally become India's claim-for-fame in the

international-media due to

Tata Motors' innovation in developing the car, as well as keeping it

low in price.

The car itself is expected to boost the Indian Economy

create entrepreneurial-opportunities across India,

expand the Indian car market by 65%.

Mr.Ratan Tata, Chairman of the Tata Group and Tata Motors,

who has described it as an eco-friendly "people's car".

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cont Nano has been greatly appreciated by many sources and themedia

for its low-cost and

eco-friendly initiatives which include using compressed-air asfuel and an electric-version.

Tata Group is expected to mass-manufacture the Nano in verylarge quantities,

particularly the electric-version, and,

besides selling them in India, to also export them world-wide.

The Tata Nanois a rear-engine,

four passenger

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Design.

The Peoples Car,designed with a family

in mind, has a roomy

passenger compartment

with generous leg spaceand head room.

It can comfortablyseat four persons.

Four doors with highseating position make

ingress and egress easy.

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What makes it so cheap ! The Tata Nano uses plastics and adhesives rather than welding.

Introducing the car with an artificially low price through govt-

subsidies and tax-breaks,

Using vertical-integration, or partially using inexpensive

polymers or biodegradable plastics instead of a full metal-body.

It has no AC, no power steering, no power windows, no power

bells and whistles.

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cont The Nano's boot does not open, instead the rear seats can befolded down to access the boot space.

It has a single windscreen wiper instead of the usual pair.

Its door opening lever was simplified.

It has 3 nuts on the wheels instead of the statutory 4 nuts.

It only has 1 side view mirror

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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.

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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 abusiness park that would provide 5,000 jobs.

Due to ongoing opposition to Tata's Singur car-factory byMamta Banerjee,who demanded land to be returned from the factory, Tata Motors tookdecision to pull out of Singur. Tata Motors is manufacturing Tata Nano atits Pantnagar plant.

Tata Motors announced it was pulling out its Nano small car industrialproject from West Bengal's Singur and blamed the Mamata Banerjee-ledTrinamool Congress, which spearheaded the protests against the factory,for the 'painful' decision.

While existence of Tata Nano could lead to high industrial growth , the exitlead west Bengal a loss of more than 80,000 crore .How ever Tata has tosuffer in terms of delay and settlement cost .

http://en.wikipedia.org/wiki/Singurhttp://en.wikipedia.org/wiki/Singurhttp://en.wikipedia.org/wiki/Mamta_Banerjeehttp://en.wikipedia.org/wiki/Pantnagarhttp://economictimes.indiatimes.com/Singur_exit_Tata_not_to_reconsider_decision/articleshow/3557557.cmshttp://economictimes.indiatimes.com/Singur_exit_Tata_not_to_reconsider_decision/articleshow/3557557.cmshttp://en.wikipedia.org/wiki/Pantnagarhttp://en.wikipedia.org/wiki/Mamta_Banerjeehttp://en.wikipedia.org/wiki/Singurhttp://en.wikipedia.org/wiki/Singur

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The 6 Ms of Mgt Manpower

Money

Material Machine

Method

Marketing

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MANPOWER

Hired more than 2,500 employees for manufacturingthe peoples car

Training given to unskilled labors

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MONEY

A loan of Rs. 9750 Crore at0.1

% simple rate ofinterest.

Repayment of this loan @ 0.1% over 20years.

They got 100% exemption on electricity duty.

The 1100Crores Land has been given with highsubsidies without any stamp duty registration andtransfer charges.

The payment for land would be made in eight equal

annual instalment at a compound interest of 8% p.a.

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MATERIALS

1. Bosch

2. Caparo

3. Continental4. Delphi

5. Denso Fag

6.

Ficosa

8. Freudenburg

9. GKN

10.

Itw Deltar11. INA

12. Johnson Controls

13. Mahle

14. Saint gobain

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MACHINES State of the art machines were installed in the plant

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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,

Nano chat rooms on the Net,

Nano pop-ups on major websites and

Nano conversationon Facebook, Orkut and blog spaces

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Promotional Tag line.Have Fun, Pay Less, get morewith Tata Nano

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Online Marketing.

Website: www.tatanano.com

The major sections of

the site are:

a. Galary (both pictures

and videos).

b. Game (rather Link to

a nice virtual driving

game by Zapak).

c. Community.

d. Why Nano?e. Booking Details.

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Social Media.

Facebook

Blog

Orkut

YouTube

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Nano Game.

The game by

zapak was a

great move to

spread word

about the car.

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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.

.

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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. Tatawhen delivered the first Nano to

a comman person, itself it makes

a big news.

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METHOD

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Reactions about Nano.

"It's a good historic moment for the Indian auto industry and also a proud oneindeed that an Indian company took a step forward on this road. Its an upgradationfor an auto wheeler rider to by a car now.

Rajesh Jejurikar, Managing Director, Mahindra and Renault's.

"It's good product but it's still too early to say whether it will overtake the 800because it caters to a totally new market segment.

Said Jagdish Khattar, Former MD ofMaruti Udyog Limited

"Meeting the proper quality standards and safety is not feasible at all in such amodel.

Andreas Prinz, Managing Director (Passenger Cars), Volkswagen Group SalesIndia.

"I think it is a great thing for India because mobility is giving new opportunities. Ihope Tata drives to great success with the Rs one lakh car, but it is not included inour plan.

Thomas Kuehl, Board Member, Skoda Auto India.

http://www.surfindia.com/automobile/maruti-udyog-ltd.htmlhttp://www.surfindia.com/automobile/skoda-auto-india-private-ltd.htmlhttp://www.surfindia.com/automobile/skoda-auto-india-private-ltd.htmlhttp://www.surfindia.com/automobile/skoda-auto-india-private-ltd.htmlhttp://www.surfindia.com/automobile/skoda-auto-india-private-ltd.htmlhttp://www.surfindia.com/automobile/skoda-auto-india-private-ltd.htmlhttp://www.surfindia.com/automobile/skoda-auto-india-private-ltd.htmlhttp://www.surfindia.com/automobile/maruti-udyog-ltd.htmlhttp://www.surfindia.com/automobile/maruti-udyog-ltd.htmlhttp://www.surfindia.com/automobile/maruti-udyog-ltd.htmlhttp://www.surfindia.com/automobile/maruti-udyog-ltd.htmlhttp://www.surfindia.com/automobile/maruti-udyog-ltd.html

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Future of Nano (conclusion). World is getting tougher day by day being unique is acompetitive advantage. Expectations to Nano has proved this .

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 berichly rewarded.

So as per this presentation, conclusion can be draw as a futurecar not only of Indian but also if exported than could be to theworld.

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Future of Nano (conclusion)

Emerging markets are a fertile ground for innovation. The challenge ofreaching dispersed, low-income consumers in emerging markets oftenspurs significant innovation.

As customers gain more power, they will demand more tailoring andvalue-added service to meet their needs. Companies that innovate onthis dimension are likely to be richly rewarded.

World is getting tougher day by day being unique is a competitiveadvantage. Expectations to Nano has proved this .

After 100 years to Henry Ford , Tata has proved him again not only hecame out of the expectations but also came out with a platform for

Indian auto sector . So this as per this project conclusion can be draw as a

future car not only of Indian but also if exported than couldbe to the world.

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ConclusionNano really proved cheapest car of the industry

Nano definitely helps to come true for middle man

s dream

Some hidden minus points of nano are there, still Itis beneficial to Gujarat as a state development.

Brand Gujarat gets a big boosts internationallydue to Nano Project.

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Questions forAudiences???

Will the Nano

succeed?

What do you think? Is

the Nano a car of the

future? Would you

drive one?