Round two: repositioning the Tata Nano

Abstract

Title – Round two: repositioning the Tata Nano.Subject area – Marketing.Study level/applicability – Advanced undergraduate students, MBA students, and business executives interested in enhancing their knowledge and skills of consumer behavior analysis, and marketing strategy and execution in a developing country market.Case overview – Tata Motors Chairman, Ratan Tata, noticed that Indian families with three and four family members often commuted on a two‐wheel scooter or motorbike. He had a vision to make a safe family transport for the Indian masses, a four‐wheel vehicle made from scooter parts. His engineers took about five years (2003‐2008) to develop the product. On January 10, 2008, Tata Motors publicly announced the Nano at the 9th Auto Expo in New Delhi at the target price of Rs 100,0000 ($2,500), unarguably the world's cheapest car. Deliveries of the Nano began in June 2009. The initial target market for the Tata Nano was comprised of individuals and families who relied on a two‐wheeler for transp...