(44)Ashraf Shaikh

8/12/2019 (44)Ashraf Shaikh

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NAME: ASHRAF SHAIKHCLASS: T.Y.BMS.

ROLL NO: 44


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Meaning Of Product

Product Development

Stages Of Product Development Idea generation

Idea screening

Concept testing and development

Marketing strategy

Business analysis


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To study about how a product- Tata Nano wasdeveloped based on marketing theory of productdevelopment.

To study about what made possible for Tata todevelop and produce a car for just Rs. One lakh.

To study the objectives and target customers ofTatas one lakh car

To study and compare between Tata Nano andMaruti 800

To study on customers buying behavior andpreferences and views about Tata Nano andMaruti 800 by various methods of data collection.


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Tata Motors was established in 1945, when thecompany began making trains.

It has its manufacturing base in Jamshedpur,

Lucknow, Pune and soon one more plant is goingto established at Singur, West Bengal.

Product Manufactured - Passenger Cars andcommercial vehicle.

Installed Capacity - 350,000-400,000 vehicles a year Investment - Rs 2,500 crore (Rs 25 billion)

Turnover - $21.9 billion (Rs 967,229 million)

Employees - 2,46,000.


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Product Development And Nano

Idea Generation And Nano

Idea screening

Concept Testing And Developing

Business Analysis Cost

Total sales estimation


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A promise is a promise, said Rattan Tata, Chairman, TataMotors, on 10th January, 2008, when the Nano was first displayedat the Auto Show in Delhi. The Nano project didnt grab theattention of only Indians; the entire world had their eyes glued tothe worlds cheapest car.

Idea conceived by - Rattan Tata

Cost of development - 1700 crores

Manufacturing cost(excluding dealer margin and taxes)- Rs 65,000 per unit

Development of Design - India

Time for designing the car - 4 years Team - A team of 150 engineers,

everyone below age 28

Biggest hurdle - To make a car cheap carwithout Compromising design


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Specification

Variants

Future Comparison

Looks

Insight


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This will result into:OLD GENERATION NEW GENERATION
http://bp1.blogger.com/_3XY-2tdsvwk/R4jxw7LMLVI/AAAAAAAAAlM/Ndww0W2Nn70/s1600-h/tata+nano+car-target.png


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STRENGTH

Brand name TATA Cost price low

Fuel efficient

Safe

WEAKNESS Low power

Not a status symbol

Delay in manufacturing

Limited features

OPPORTUNITIES Large market for selling

Awareness in themarket

First car in low range Can hit in global

market

THREATS Company rival

Not sure to hit in ruraland semi-urban areas


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Myth no 1: Nano is an unsafe car

Myth no 2: Nano will greatly increase the Pollution Level

Myth no 3: Nano will struggle to perform

Myth no 4: Nano has very little leg room


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Myth no 5: Cheap means Uncomfortable

Myth no 6: Its very difficult for a rear - engine car to work

Myth no 7: There is a shortage of storage space

Myth no 8:

Cutting Corners is evident everywhere


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COST: The dealer price in Delhi is 1.97 laths and the road price is

approximately 2.28 lakhs Indian rupees. The dealer price of Nano is just 1.00 lakhs rupees and the road

price is only 1.26 lakhs rupees.

ENGINE: Maruti 800: 800 cc Tata Nano :623 cc (better fuel than Maruti 800)

ENGINE TYPE: Maruti 800 petrol/LPG Nano : petrol (diesel version will be later)

SEATING CAPACITY: Maruti 800: 4+1 person

Nano: 4+1 person


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FUEL TANK CAPACITY:

Maruti 800 : 28 Lt. (petrol), 19.2 (LPG) Nano : 30 Lt.

WEIGHT Maruti 800 : more than 690 kg (gross weight is 1000 kg) Nano : more than 600 kg

SEGMENT: Maruti 800 : middle class people Nano : lower and middle class people.

FUEL CONSUMPTION:

Maruti 800 : city 13.6 km and highway 17.6 km Nano : city 22 km and highway 26 km

TOP SPEED: Maruti 800 : 120 km/hr Nano : 90 km /hr


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DIMENSIONS:

BREAKS:

Maruti 800 : Front Disk, Rear Drum

Nano : Front Disk, Rear Drum MILEAGE:

Maruti 800 : 18 Kmpl

Nano : 24 Kmpl

Dimensions Maruti 800 Tata NanoLength 3.335 meters (131.3

inch3.1 meters

Width 1.440 meters (56.7inch)

1.5 meters

Height (55.3 inches) 1.6 meters


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COLOURS:

Maruti 800 :

Tata Nano :


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Research methodology deals with the variousmethods of research. The purpose of the

research methodology is to describe theresearch procedure used in the research.

Research methodology helps in carrying outthe project report in by analyzing the various

research findings collected through the datacollection methods.


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The success of any project or market survey dependsheavily on the data collection and analysis. It isnecessary that the data collected is a reliable data inorder to achieve the research objective. For researchregarding the views of people about Tata Nano and itscomparison between Tata Nano and Maruti 800 twotypes of data collection methods were used.

Primary Data

Secondary Data


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Primary data is the data, which are fresh and

collected for the first time, and are original incharacter. There are various Primary Data

Collection techniques, which have helped in datagathering. This was collected through questioner.

Questionnaires are a popular means of collectingdata, but are difficult to design and often require

many rewrites before an acceptable questionnaireis produced.


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SECONDARY DATA:

Secondary data are those data, which have beenalready collected or published for the purposeother than specific research need at hand.

This data is simply used up by the researcher forhis purpose of collected data and its used for thesame purpose.

The secondary data sources here in this projectare: 1) Websites

2) Books


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Here, blue color indicates that people are aware of tata Nano And red color indicates the % of people who are not aware of

tata Nano. While analyzing the chart, we can know that only 3%

of the total sample population is not aware about tataNano. This shows the great effect of media, newspaperand launching of this product.

% of people who are aware of tata nano

yes

no


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Here on x- axis, no of respondents is given. And on y axis the age groupis given.

Blue triangle indicates willingness to purchase tata Nano.

Red triangle indicates that the respondent is not willing to pruchase it

And green indicates that the respondent is not sure.

While analysing this chart, we can see that the young generation is egar tobuy the product. While due to some misunderstandings about tata nano,the older generation doesnt desire to buy it or are not sure about it.


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This chart shows the preference of the respondent. Thequestion asked in the questioner was, if you were tobuy one of the following, which would you prefer. theoptions given were:

Motor bike Maruti 800 Tata Nano By having a glance at the chart, we can see that majority went

for Tata Nano. Maruti 800 got very less votes. This shows atough time for Maruti in future.


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The question asked here was, do you think Nano will besuccessful the options given were

yes no not sure.

Its very interesting to note here that none of the

respondent said that Nano wont be successful. As shownin the chart, the portion of purple color which showsfailure is not there at all.

But again everybody does not believe in its success. Asseen from the chart, 50% of the respondent has a doubtabout success of Nano.

views on success of nano

success

not sure

no success


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In this chart, number of respondents is given on the yaxis and some features are given on x- axis.

The question asked here is, What is it that makesNano a peoples car?

By analyzing the chart, we can say that people considerthe cost factor the most for Nano followed by theinnovation. Even looks has got quite positive reply. Nanois a product that is developed perfectly at minimum costwithout sacrificing the quality


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Positive Response

Negative Response

Mixed Response


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My Opinion:After the study of various aspects I found that

Nano car is definitely not for - Someone looking for better performance Someone who is looking to impress

Someone who want to speed trial on Sunday Someone who is looking for long drives.

But Nano car is definitely for - Someone who is looking to buy a car but cannot afford

much price. A students who want to go college, tuition instead of bike

etc. Someone who depends on second hand car. For a house wife who can buy a car with her own savings.

Someone who depends on scooter.


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In India every one can afford a Nano, just as we

buy any electronic appliances for a home uses. Decrease in price of second hand car.

High traffic on roads due to sale of exceeds car

on roads. Increase in loan on car installments.


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Documents

(44)Ashraf Shaikh