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7/27/2019 Tata Nano Hybrid
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Tata Nano Hybrid
-Presented by
Amir Choudhary
Juhi Batra Shailesh Bhadra
Abhishek Sawant Drashti Shah
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Porter Five forces
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Rivalry among Existing competitors
FactorsRivalry among existing
competitors
Brand Image Low among same category(short term)
No.of Competitors Low for short term
Switching costs Moderate
Exit Barriers Low
Overall
RatingLOW
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Threat of new entrants
Overall
Rating:HIGH
Factors Threat of new entrants
Economies of Scale in
productionHigh
Capital Requirements High
Product Differentiation Low
Distribution Channels Moderate
Knowledge and Technology High
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Bargaining Power of Suppliers
Overall
Rating:HIGH
Factors Supplier Power
Switching Costs High
Brand Image Low
Unique Service / Product High
Number and Size of Suppliers High
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Threat of Substitutes
Factors Substitute Power
Switching Costs Low
Price Band Moderate
Substitutes performance Low
Quality of substitute Low
Availability Moderate
Overall
Rating:
LOW
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Bargaining Power of Buyers
Overall
Rating:MODERATE
TO LOW
Factors Buyer Power
Switching Costs High
Variety Moderate
Technology Low
Brand Image Low
Number of customers/
Volume of salesModerate
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SWOT ANALYSIS
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Strengths
Eco-Friendly and fuel efficient
Stylish and compact
Benchmark for hybrid technology
Credibility of the brand TATA
Development of Indian specific vehicles
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Weaknesses
Not a luxurious image
Low market share in passenger vehicles segment
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Opportunities
Right opportunity for environmentally friendly
transport
New and emerging industrial nations Emerging high market demand for passenger cars at
low cost
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Threats
Sustainability and environmentalism could mean
extra costs
Open to competition from overseas companies whohave resources and only need to copy the technology
High risk of acceptability
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Segmenting and targeting
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Segmentation
The process of defining and subdividing a
large homogenous market into clearlyidenti f iable segments having simi lar needs, wants,
or demand character istics
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Steps for Segmenting a market
Step 1. Name the broad product-market
Step 2. List potential customers' needs
Step 3. Form homogeneous submarkets Step 4. Evaluate why product-market segments behave as they
do
Step 5.Make a rough estimate of the size of each product-
market segment
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Broad Product Market
The market for the hybr id Nano includes anyone who wants to
buy a eco fr iendly and fuel eff icient car and is technology lover
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Potential Customer needs
Fuel efficiency
Options for alternate fuel
Cost effectiveness Safety
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Demographics
Age21 to 25, 26 to 35, 36 to 45, 46 and above
Income3L to 5L, 5L to 10L, 10L to 15L
Family Lifecycle
graduation student, workingunmarried, working married, working married with
one child, working married with two child working
married with more than 2 children
SEC Grid -A2, A3, B1, B2, C1, C2, D1
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Psychographics
Social class
Personality
Lifestyle
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Behavior
Benefits fuel efficiency, low cost of ownership, after sales
service, trendy looks
User Status Nonuser, ex-user, potential user, first-time user,
regular user
Attitude towards product - Enthusiastic, positive, indifferent
Readiness stage - Unaware, aware, informed, interested,
desirous, intending to buy
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Geographic
Metros
Tier 2 cities
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Targeting
Family of 4 or above
Age of Chief wage earner of 2540 years
SEC: B1, B2, C1, C2,
Living in tier 1 and tier 2 cities
Life style and Behavioral Attributes:
New thoughts but not very deep pockets
Religious and responsible
Travels by public transport or bikes
Has not travelled much but aspires to see the world with hisfamily
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Differentiating and positioning
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Differentiating
Rationale:
To find a niche in the marketplace and cater to their needs as a
ground for innovation.
An opportunity to re-launch Tata Nano with revised
dimensions and better positioning
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Differentiating
3 steps:
Need Gap Analysis.
Identifying who actually wants it. Working out the details of how and under what circumstances
they will use the product.
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Differentiating
The process of distinguishing a product or service from others,
to make it more attractive to a particular target market.
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Differentiating
Types of Differentiation:
Technology differentiation
Price/Quality differentiation Product differentiation
Customer Service differentiation
User Experience differentiation
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Differentiating
Technology based Differentiation:
Innovative Micro-Hybrid technology - the technology will
be acquired by the Indian car making giant from Bosch and
Continental
Fuel Efficiency - The Start-Stop technology of the car is
expected to cut down fuel consumption by as much as 5 per
cent and lower emissions by 10 per cent
Eco Friendly
environment conscious
Opportunity to Revise Dimensions
No Price Differentiation
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Positioning
The way by which the marketers attempt to create a distinct
impression in the customer 's mind.
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Positioning
Process:
Identifying the product features and USP
Knowing clearly what the target audience wants
Identifying direct competition and understanding how each
competitor is positioning their business today
Developing a distinctive, differentiating and value-based
positioning concept.
Creating a positioning statement with key messages and customervalue propositions to be used for communications development
across the variety of target audience touch points
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Positioning Factors
Opportunity for Tata to rebrand and re-launch Tata Nano with
a different positioning
A car for young innovators
"Car of the Future"
The most Eco-Conscious Car
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Positioning Statement
The Car of the Future for the Eco-Conscious
and socially responsible Youth who desires
innovative technology
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Kellers Brand Equity Model
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Kellers Brand Equity Model
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Brand Salience
Hybrid Eco-friendly Car
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Brand imagery
City Car
Compact
Cool
TATA product
Sporty
Environment Friendly
Trendy
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Brand Performance
Fuel Efficient
Low maintenance cost
Low cost of ownership
Eco-friendly
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Consumer Feelings
Self-Respect
Pride of ownership
Social approval
Fun
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Consumer Judgements
Quality in performance
New Technology at affordable price
Credible
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Brand Resonance
Loyalty
Engagement in other product categories from TATA
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Kapferer Brand Prism
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Kapferer Brand Prism
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Physique
Flagship product in the hybrid category.
Represents the innovation, youthfulness, sincerity,
responsibility and the credibility of TATA.
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Brand Personality
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Relationship
Characterized by trust, reliability, trendy, responsibility
Being a part of the Tata Nano Hybrid community means
having a sense of social responsibility, being a environment
friendly person.
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Culture
Comes from the house of the TATA, known for trust, caring
and responsibility
Innovation in technology
Brings the eco-friendly concept on the street
It's achieving the impossible.
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Reflection
Trendy, cool, fun loving but at the same time sincere,
hardworking, reliable and socially responsible youth
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Self image
Love to be looked upon as socially caring, smart, intelligent,
technology lovers with a cool and trendy attitude
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Thank You