What do you feel about the marketing strategy of Tata Nano?

THE NAME TATA HAS ITS OWN UNRIVALLED,UNQUESTIONED IMAGE,GOODWILL AND HAS EARNED THE CONFIDENCE OF PUBLIC FROM ALL WALKS OF LIFE FOR DECADES.TATAS HAVE LEFT A MARK IN ALL THE FIELDS THEY HAVE ENTERED,ESPECIALLY AUTOMOBILES.TATA TRUCKS TILL DATE ARE THE MARKET LEADERS.AUTOMOBILE IS NOT A NEW AREA FOR TATAS.THEY HAVE SPENT ENOUGH TIME,MONEY AND ENERGY IN BRINGING OUT THE SMALLEST AND CHEAPEST CAR IN THE WORLD.WHEN THERE IS A MARGINAL DIFFERENCE BETWEEN THE PRICE OF A PREMIUM 2 WHEELER AND NANO UNDOUBTEDLY MANY WHO COULD AFFORD WOULD PREFER TO OWN A CAR FOR THE SAKE OF COST,CONVENIENCE,COMFORT AND STATUS.WORD OF MOUTH PUBLICITY BOTH NEGATIVE & POSITIVE WAS NOT GENERATED BY TATAS AND WAS FROM OTHERS FOR VARIOUS REASONS.RATAN TATA  IN ONE OF HIS INTERVIEWS HAD SAID THAT HE WILL STAND FIRM IN HIS DECISION EVEN IF A PISTOL IS PLACED ON HIS FOREHEAD.SUCH IS HIS CONVICTION.HATS OFF FOR BRINGING OUT NANO.

Well, with the answers received, the following are the factors working towards NANO are:

1. Hype

2. International showcase

3. People's car

4. Pioneering concept.

5. Word of Mouth Publicity

The above points are well taken.

Apart from the above points, a Sentimental or emotional attachment is also working behind it. As we can see that TATA has always banked on this strategy to attract and attach the masses with their product. Like Tata Salt - Desh ka Namak , Bajaj Scooter - Hamara Bajaj etc.

Will appreciate some views on this as well.

Thanks

The marketing approach for Tata Nano is based on word-of-mouth and publicity blitz. The Nano concept has caught the popular imagination world-wide to such an extent that publicity management is the KEY ELEMENT of Tata Nano marketing. If, God forbid it should not happen, a small defect like say a faulty braking system shows up - then the bad news will get round just as much as the good news. So the focus of Tata Nano marketing is publicity management.

Next the marketing dept, ought to put positive customer testimonial advertisements - this will help keep up the tempo. It will avoid any attention fatigue on the concept.

The major challenge for the marketing wizards at Tata Nano will be to keep up the buzz and publicity management.

Even though they are not marketing as much but has created so much hype mainly due to the price factor,  and the other main thing is that No Indian car had so much exposure in the International car shows, and to go with it, Nano was the most anticipated car in all these shows..  The even more big reason is, it is the first of its kind in the sense the first car to be so cheap and that too from the house of Tata, which gives time and again qualtiy products to its consumers....So with all these factors it created so much buzz that every middle class person wants to buy one and the middle class population is more in the country, i guess this will be a whole new era in the Indian automobile Industry...