26-08-2014, 02:39 PM
TATA Nano
[attachment=67062]
Need to Reposition NANO
Slowdown in Sales: April 2013 sales 948 units. April 2012 sales 8028 units. 88% down!
Price advantage: The Nano is not really a 1 lakh car (on-road price 1.5-2 lakhs).
Social Status: Cheapest car in India or the world is not something one aspires to buy
NEW USP
Design: Modern, Trendy, Playful
Financial Advantage: The price is so low that most buyers won’t need a loan. Nano gives excellent mileage. Maintenance cost is also low.
Experience: Nano is not exactly position as a luxury vehicle. Instead as a decent vehicle.
Innovation: Making quality transportation available at an Ultra low price.
New Target Market…Young Achievers
They are impulsive but financially constrained.
Young working professionals use their disposable income to upgrade their lifestyle
Testimonial Advertising
Why not let your customers promote your business.”
Prospective customers would likely to relate more with a common man than a celebrity who probably has never experienced the product.
Research shows testimonial commercials can create strong feelings of trust between the audience and the advertiser.
Testimonial Examples
“For a young professional like me, TATA Nano fulfills my dream of buying the first car. Its not just the price which holds appeal, the styling is quite attractive as well. It has style without being overwhelming. A car made for every Indian…..Simply Awesome.!!”
The Campaign
The youth market is a difficult group to connect based on the fragmented media landscape.
But youth can be captured by offering relevant products while communicating a brand message in an appropriate way.
Digital Marketing will be the key followed by rave reviews
1st Phase: Viral Marketing on YouTube
Duration: 2 weeks
2nd Phase: TV commercials on youth centric channels like MTV, Channel V.
Duration: 2 months
3rd Phase: Larger content videos on YouTube. Positive reviews both in print media and websites.
Duration: 1 mont
Phase 3 contd.: Demonstration at Shopping Malls and College Events
TV Commercial Slot
Weekdays 8pm to 11pm.
Weekends 7pm to 11pm, Frequency
Initially Time Slot - 30 seconds film for the 1st week.
Airing- 12times a day.
[attachment=67062]
Need to Reposition NANO
Slowdown in Sales: April 2013 sales 948 units. April 2012 sales 8028 units. 88% down!
Price advantage: The Nano is not really a 1 lakh car (on-road price 1.5-2 lakhs).
Social Status: Cheapest car in India or the world is not something one aspires to buy
NEW USP
Design: Modern, Trendy, Playful
Financial Advantage: The price is so low that most buyers won’t need a loan. Nano gives excellent mileage. Maintenance cost is also low.
Experience: Nano is not exactly position as a luxury vehicle. Instead as a decent vehicle.
Innovation: Making quality transportation available at an Ultra low price.
New Target Market…Young Achievers
They are impulsive but financially constrained.
Young working professionals use their disposable income to upgrade their lifestyle
Testimonial Advertising
Why not let your customers promote your business.”
Prospective customers would likely to relate more with a common man than a celebrity who probably has never experienced the product.
Research shows testimonial commercials can create strong feelings of trust between the audience and the advertiser.
Testimonial Examples
“For a young professional like me, TATA Nano fulfills my dream of buying the first car. Its not just the price which holds appeal, the styling is quite attractive as well. It has style without being overwhelming. A car made for every Indian…..Simply Awesome.!!”
The Campaign
The youth market is a difficult group to connect based on the fragmented media landscape.
But youth can be captured by offering relevant products while communicating a brand message in an appropriate way.
Digital Marketing will be the key followed by rave reviews
1st Phase: Viral Marketing on YouTube
Duration: 2 weeks
2nd Phase: TV commercials on youth centric channels like MTV, Channel V.
Duration: 2 months
3rd Phase: Larger content videos on YouTube. Positive reviews both in print media and websites.
Duration: 1 mont
Phase 3 contd.: Demonstration at Shopping Malls and College Events
TV Commercial Slot
Weekdays 8pm to 11pm.
Weekends 7pm to 11pm, Frequency
Initially Time Slot - 30 seconds film for the 1st week.
Airing- 12times a day.