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

Contents Market Segmentation, Positioning, Targeting A case of Tata Nano in India EXECUTIVE SUMMARY Targeting and positioning dodging of Tata Nano and recommendations for the high society argon given. access BACKGROUND According to Howard and Sheth (1969, p. 70), market curriculum depends on the idea that the company should atom or divide the market in such a way as to achieve sets of buyers Historically sellers were engaged in smoke merchandise. They were into the mass merchandiseion, mass promotion and mass distribution of one product to all consumers in order to obtain economies of scale.This approach of marketing partition made the producers to compete against their competitors in terms of products and work. Kotler thinks the product differentiation is to win variety to the buyers rather than to appeal to different segments. DISCUSSION CRITICISM OF selling SEGMENTATION When the size of the market is so small to do marketing When a brand is a dominant brand in the ma rket. When more than number of hatful falls in the same category. Most of the brands do not operate within the same segment.Certain brands rearnot fit into a particular segment which is a drawback to this system. In very small businesses and brands this strategy will not work and it is not possible. CASE OF TATA NANO IN INDIA AND ITS market SEGMENTATION Tata Motors is the leading automobile manufacturer in India with a colossal portfolio which includes trucks, passenger political machines, buses, and utility vehicles. make up though there are galore(postnominal) products from Tata Motors an interesting case of Tata Nano is discussed further.Generally Tata Motors follow the marketing segmentation apprehension and they have succeeded which already prevails in the history. Tata Nano which comes under the passenger car segment was opened in January 2008. Indias passenger car segment has been grown inordinately for the past four years and it was the clever strategy of Ratan Tata to launch a product in that segment. Heading to the marketing segmentation of Tata Nano is quite a interesting. Tata Nano is specially designed and manufactured for the place class and lower middle class people in India (Interview of Ratan Tata).Marketing Segmentation for Tata Nano geographical rural areas, semi urban areas, small towns, large cities and metropolitans. Demographic duration root people of age group above 18 (as the effective age for driving in India is 18) Size of family family size not more than 5. Psychographic and Behavioural ANALYSIS OF TATA NANOS MARKETING SEGMENTATION From the above segmentation variables and how Tata Nano is segmented, it is clear that the manufacturer wants his product to be used by nearly everyone in all geographic conditions.In demographic segment the income group of $220 can easily purchase this car is mentioned. But again they say this can in like manner suit the people who own cars already for the pastime of increasing the count which adds privilege to them as well as their status. Even in the occupation category, it is mentioned that right from students to any profession person can use Nano which again puts a lot of people in the category. TARGETING AND arrangement OF TATA NANO Tata Nanos targeting strategy starts from its tag line The peoples simple machine and the worlds inexpensive car.Tata Nano is segmented to the middle class and lower middle class people who had only dreamt about cars which also include the people who earn $220 per month. Their target customers are those who are exceedingly monetary repute conscious and have low latitude of acceptability. Industry owlish they target the two wheeler industry, three wheeler industry (which are more costly than nano), public transports as well to an extent. Hence set is their most effective targeting strategy. (Admap magazine, www. warc. com/admap) Positioning of Tata Nano is solely based on its price which may also become a drawback to them in future.Tata Nano is well positioned which will be doing a marketing for the entire Tata Motors. As Nano will be the first car of many customers there will be a possibility of customers to follow Tata Motors if they have a good value for coin product and good customer relationship management. As mentioned Nano will be the first car people will surely change their car and that might be possibly for another car in Tata Motors itself. still Tata is also got a wide range of cars which are durable and fall apart quality which suits Indian roads. (NDTV news) draw trammel drawrect drawframe drawframe drawframe drawframe evidence AND RECOMMENDATION The marketing segmentation concept is a good strategy in marketing but not applicable for all industries, services or products. Nano is got a good segmentation and its well targeted and positioned. As Nano is targeting people with its price strategy, in future due to some inflation if value of money increases they might not be able to conv ince their customers. Tata is a good reliable brand in India and now the positioning of Nano as the first car of many people will surely dish out them in growing their Tata Motors organisation.REFERENCES Caroline Tynan and Jennifer Drayton, Journal of marketing management, 1987, 2, No 3, 301-335. Smith, W. R. (1956), harvest-time differentiation and market segmentation as alternative marketing strategies, _Journal of Marketing, _2J (3), pp. 3-8. Baker, M. J. (Ed) (1984), Macmillan dictionary of Marketing and Advertising, London, Macmillan. Haley, R. L (1968), Benefit segmentation A decision-oriented look utensil, Journal_ of_ Marketing, 32(3), pp. 30-35. Chisnall, P. M. (1985), Marketing A Behavioural Analysis (2nd edition). Maidenhead, Berkshire, McGraw-Hill UK Ltd. Lunn.T. (1978), Segmenting and constructing markets. In Consumer Market explore Handbook (2nd edition) (Eds. ) Worcester, R. M. and Downham, J. , London, Van Nostrand Reinhold Co. (UK) Ltd. , pp. 343-376. Haley, R . L (1968), Benefit segmentation A decision-oriented research tool, _Journal of_ Marketing, 32(3), pp. 30-35. Siddharth Vinayak Patankar, (2009), _NDTVs review of the Tata Nano_, NDTV Profit Online, http//profit. ndtv. com/2009/03/23220600/How-does-the-Tata- Nano-drive. html. www. tatanano. inservices. tatamotors. com Joseph Sassoon, Admap magazine, www. warc. com/admap.