Failure product case study on The Tata Nano

This is the case study on the failure product of tata motors ( tata nano ) whereby you can see the pictorial representation of how it becomes a failure product.

1. Presented by : Akshatha
Amith
Ananya
Chaitanya
Chethan
TATA NANO

2. 1.Invalid Market Analysis
2.The Lakhtakiya Positioning
3.The logic over Emotion
4.The Hype
5.Negative Public Relations
MAJOR REASONS FOR FAILURE

3. 1.Horn Stopped Working
2.Starter Motor Problem
3.A/C not Effective
4.Power Windows failure
5.Speedo Meter not Working
6.Premature Clutch Wear
7.Dashboard Rattling
8.Lack Of Power
9.Less Responsive Power-Steering
10.Poor Ride Quality
OTHER ISSUES FOUND IN NANO

4. CONSUMER PROFILE
DEMOGRAPICAL
SEGMENTATION
GEOGRAPHIC
SEGMENTATION
BEHAVIORAL
SEGMENTATION
PSYCHOGRAPHIC
SEGMENTATION

1.Age segmentation
2.Income segmentation
3.Gender
4.Occupation
5.Family size
1.Urban area
2.Semi urban area
3.Rural area
1.Budget conscious
consumer.
2.Practical minded
individuals
3.Environmental
conscious consumers
4.Urban consumers
5.Aspirational buyers.
1.First time buyers
2.Economy focused
3.City commuters
4.Short distance
travelers
5.Value conscious
buyers

5. ➢Targeting:-
1.Target Market Approach
2.Research and Development
3.Main Buyers
4.Design

6. ➢Positioning:-
1.Advertisement
2.Promotional Activities
3.Online Media
4.Promotional Outcome

7. 1.Affordability
2.Compact Size
3.Fuel Efficiency
4.Simplicity
5.Urban Focus
➢Differentiating:-

8. MEDIA MANAGEMENT
1.Tata Nano received great responses from the focused
group. The campaign went on well and achieved the
following results.
2.Tata Nano received the organic impression that was
102% above the average organic impressions of the
Month.
3.Tata Nano touched its organic reach 57% above the
average organic reach of the month in a single day on
12
th
August.
4.Tata Nano received more than 2,00,000 impressions in a
single day.
5.The campaign was able to reach out its target and met
with its objective. The slogans were able to be related to
the target group and the overall response was positive.

9. ASSESSING RISK AND
RETURN ON INVESTMENT
1.Project Risk
2.Safety Risk
3.Reputation Risk
4.Process Risk
5.Transportation Risk
6.Operational Risk

10. BREAK EVEN ANALYSES
To determine the break even point for tata
nano, we need to know the fixed cost, variable
cost per unit and selling price per unit.
❑Fixed cost = $10000 million
❑Variable cost = $2,000
❑Selling price= $3,000
Break even point = 1,00,000 units
Tata motors should sell 1,00,000 Tata nano cars.

11. REBRANDING STRATEGIES
1.Target Market Analysis
2.Product Enhancement
3.Repositioning
4.Marketing Campaign
5.Collaborations
6.Sustainability Focus
7.Customer Experience
8.Launch Event

12. TEST MARKETING
1.Market research
2.Product Development
3.Prototype Testing
4.Test Marketing
5.Feedback Collection
MARKETING TEST

13. PRODUCT LAUNCH
• Manufacturer – Tata Motors
• Also called – Tata GenX Nano (facelift 2015–2018)
• Production – 2008–2018
• Assembly – India: Gujarat, Sanand (Sanand Plant)
Designers
• Justyn Norek – I.DE.A Institute
• Pierre Castinel – Tata Design Studio
• Girish Wagh – Project manager
• Class – City car
• Body style – 4-door hatchback | 5-door hatchback (GenX Nano)
• Layout – Rear-engine, rear-wheel-drive
• Platform – Tata X3[3]
• Engine – 624 cc I2 SOHC MPI petrol
• Transmission – 4-speed manual

14. COMMERCIALIZTION
1)Affordability
2)Compact Size
3) Marketing as
“people car”
4) Distribution Channels
5) Advertising Campaigns
6) Government Support

15. CONCLUSION
•The Tata Nano story shows how creating a new product involves many
factors like being innovative, understanding what people think about
it, and how the market behaves.
• By looking at what went wrong with the Nano, businesses can learn
what not to do when making new products.
•This story teaches us the importance of studying the market well,
using good marketing, and being able to change when customers
want something different.
•Basically, it’s a lesson that making something successful needs careful
planning and knowing what people want.

16. THANK
YOU