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Marketing Strategy For A Competitor To Counter The Nano Juggernaut Executive Summary The unveiling of the Tata Nano, the one lakh car at the world auto expo has
Submitted by bphadnis on July 21, 2008
Category: Miscellaneous
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Executive Summary
The unveiling of the Tata Nano, the one lakh car at the world auto expo has created quite a flutter.
Tata is going to launch the 1 lakh car in September. The Tata with their rich heritage are known for keeping promises and a quality product is expected from them. This has posed quite a threat to various segments of the industry.
The high priced cars that fall in the large car segment have the image of premium cars and are largely unaffected by this. However, the small and medium segment cars, which were previously among the lowest priced cars in the market, do have a lot to worry about. The same is the case with the two wheeler industry where the premium bikes will be unaffected with this entry as will the lowest priced bikes. However, the buyers of medium priced bikes will surely be tempted to switch to the Nano. Also threatened will be the auto rickshaw industry, being priced more than the Nano.
The other car manufacturers, instead of trying to compete with the Nano should try to maintain the distance from it. With the entry of a lower priced car, these cars should focus on the prestige aspect and emotional appeal. This can be done through innovative offerings. The advertising strategy should also be changed to reflect this.
The motorcycle/scooter manufacturers will have to make the motorcycle/scooter a vehicle of choice. This can be done by targeting the college going crowd and the young workforce. The advertising should focus on aspects like convenience, maneuverability and fuel efficiency.
The auto rickshaw manufacturers will have to redesign it to reduce price, running costs and to provide a cozier and cab-like experience.
King Customer:
Middle class: With growing economy, the middle class in India is growing in terms of numbers as well as purchasing power. This is evident from the increased in number of two wheeler sold in recent year. But...
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