Posted: September 27th, 2020

Marketing Segmentation of Tata Nano in India and Its Targeting and Positioning Strategy.

Contents Market Segmentation, Positioning, Concentrating on: A case of Tata Nano in India EXECUTIVE SUMMARY: Concentrating on and positioning strategy of Tata Nano and recommendations for the company are given. INTRODUCTION: BACKGROUND: In step with Howard and Sheth (1969, p. 70), “market segmentation depends on the idea the company should part or divide the market in such a technique as to achieve models of customers” Historically sellers had been engaged in mass promoting and advertising. That they had been into the mass manufacturing, mass promotion and mass distribution of 1 product to all clients to have the ability to purchase economies of scale.
This methodology of selling segmentation made the producers to compete in the direction of their opponents by means of companies. Kotler says “the product differentiation is to produce choice to the customers fairly than to enchantment to completely totally different segments”. DISCUSSION: CRITICISM OF MARKETING SEGMENTATION: When the dimensions of the market is so small to do promoting and advertising When a mannequin is a dominant mannequin accessible out there. When additional number of people falls within the an identical class. Lots of the producers do not perform all through the same part.
Positive producers cannot match into a specific part which is a draw back to this method. In very small corporations and kinds this method will not work and it is not attainable. CASE OF TATA NANO IN INDIA AND ITS MARKET SEGMENTATION: Tata Motors is the primary automobile producer in India with an unlimited portfolio which includes automobiles, passenger cars, buses, and utility cars. Even if there are quite a few merchandise from Tata Motors an fascinating case of Tata Nano is talked about extra.

Often Tata Motors adjust to the promoting and advertising segmentation concept and they also have succeeded which already prevails throughout the historic previous. Tata Nano which comes beneath the passenger automotive part was launched in January 2008. India’s passenger automotive part has been grown terribly for the earlier four years and it was the clever strategy of Ratan Tata to launch a product in that part. Heading to the promoting and advertising segmentation of Tata Nano is kind of fascinating. Tata Nano is particularly designed and manufactured for the middle class and reduce heart class people in India (Interview of Ratan Tata).
Promoting and advertising Segmentation for Tata Nano: Geographic: rural areas, semi metropolis areas, small cities, huge cities and metropolitans. Demographic: Age group: people of age group above 18 (as a result of the approved age for driving in India is 18) Measurement of family: family measurement not more than 5. Psychographic and Behavioural: ANALYSIS OF TATA NANO’S MARKETING SEGMENTATION: From the above segmentation variables and the way in which Tata Nano is segmented, it is clear that the producer wishes his product to be used by practically all people in all geographic circumstances.
In demographic part the earnings group of $220 can merely purchase this automotive is talked about. Nonetheless as soon as extra they’re saying this might moreover go properly with the people who private cars already for the sake of accelerating the rely which offers privilege to them along with their standing. Even throughout the occupation class, it is talked about that correct from faculty college students to any profession particular person can use Nano which as soon as extra locations numerous individuals throughout the class. TARGETING AND POSITIONING OF TATA NANO: Tata Nano’s concentrating on approach begins from its tag line “The people’s Vehicle” and “the world’s low cost automotive”.
Tata Nano is segmented to the middle class and reduce heart class people who had solely dreamt about cars which moreover embrace the people who earn $220 month-to-month. Their objective purchasers are these which might be terribly worth conscious and have low latitude of acceptability. Enterprise wise they purpose the two wheeler commerce, three wheeler commerce (which might be additional expensive than nano), public transports as properly to an extent. Subsequently pricing is their handiest concentrating on approach. (Admap journal, www. warc. com/admap) Positioning of Tata Nano is solely based on its worth which may moreover transform a draw back to them in future.
Tata Nano is properly positioned which shall be doing a promoting and advertising for all of the Tata Motors. As Nano could be the primary automotive of many purchasers there shall be a threat of customers to adjust to Tata Motors in the event that they’ve an important price for money product and good purchaser relationship administration. As talked about Nano could be the primary automotive people will definitely change their automotive and which may be presumably for a further automotive in Tata Motors itself. Moreover Tata will also be purchased quite a lot of cars which might be sturdy and better top quality which inserts Indian roads. (NDTV info) draw:physique} CONCLUSION AND RECOMMENDATION: The promoting and advertising segmentation concept is an environment friendly approach in promoting and advertising nevertheless not related for all industries, corporations or merchandise. Nano is purchased an important segmentation and its properly targeted and positioned. As Nano is concentrating on people with its worth approach, in future ensuing from some inflation if price of money will improve they might not be able to persuade their purchasers. Tata is an environment friendly reliable mannequin in India and now the positioning of Nano as the first automotive of many people will definitely help them in rising their Tata Motors organisation.
REFERENCES: Caroline Tynan and Jennifer Drayton, Journal of selling administration, 1987, 2, No Three, 301-335. Smith, W. R. (1956), “Product differentiation and market segmentation as totally different promoting and advertising strategies”, _Journal of Promoting and advertising, _2J (Three), pp. Three-Eight. Baker, M. J. (Ed) (1984), Macmillan Dictionary of Promoting and advertising and Selling, London, Macmillan. Haley, R. L (1968), “Revenue segmentation: A call-oriented evaluation system”, Journal_ of_ Promoting and advertising, 32(Three), pp. 30-35. Chisnall, P. M. (1985), Promoting and advertising: A Behavioural Analysis (2nd model). Maidenhead, Berkshire, McGraw-Hill UK Ltd. Lunn.
T. (1978), “Segmenting and creating markets”. In: Consumer Market Evaluation Handbook (2nd model) (Eds. ) Worcester, R. M. and Downham, J. , London, Van Nostrand Reinhold Co. (UK) Ltd. , pp. 343-376. Haley, R. L (1968), “Revenue segmentation: A call-oriented evaluation system”, _Journal of_ Promoting and advertising, 32(Three), pp. 30-35. Siddharth Vinayak Patankar, (2009), “_NDTV’s analysis of the Tata Nano_”, NDTV Income On-line, [http://profit. ndtv. com/2009/03/23220600/How-does-the-Tata- Nano-drive. html]. www. tatanano. inservices. tatamotors. com Joseph Sassoon, Admap journal, www. warc. com/admap.

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