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

'Contents Market Segmentation, Positioning, Targeting: A case of Tata Nano in India EXECUTIVE SUMMARY: Targeting and fix schema of Tata Nano and recommendations for the comp some(prenominal) ar given. INTRODUCTION: scope: According to Howard and Sheth (1969, p. 70), â€Å" grocery store section depends on the view that the company should segment or divide the market in such a way as to achieve sets of buyers” Historic wholey sellers were engaged in push-down list merchandising. They were into the mass intersection pointion, mass promotion and mass dis semination of one product to all consumers in stray to obtain economies of scale.\r\nThis approach of trade air division do the producers to compete over against their competitors in terms of products and go. Kotler says â€Å"the product preeminence is to provide variety to the buyers rather than to appeal to distinguishable segments”. DISCUSSION: CRITICISM OF securities industryING SEGMENTATION: When the size of the market is so small to do marketing When a notice is a dominant brand in the market. When more number of pot falls in the same category. Most of the brands do not operate within the same segment.\r\nCertain brands cannot control into a particular segment which is a contractback to this strategy. In very small businesses and brands this strategy entrust 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 huge portfolio which includes trucks, passenger railway cars, buses, and utility vehicles. take down though there are many products from Tata Motors an elicit case of Tata Nano is discussed further.\r\nGenerally Tata Motors follow the marketing segmentation invention and they fork up succeeded which already prevails in the history. Tata Nano which comes beneath the passenger car segment was launched in January 2008. India’s passenger car segment has been grown inordinately for the past four years and it was the clever strategy of rattan cane Tata to launch a product in that segment. Heading to the marketing segmentation of Tata Nano is quite interesting. Tata Nano is peculiarly designed and manufactured for the middle class and disdain middle class people in India (Interview of Ratan Tata).\r\n market Segmentation for Tata Nano: Geographic: rural areas, semi urban areas, small towns, large cities and metropolitans. Demographic: advance classify: people of age group to a higher place 18 (as the legal age for driving in India is 18) Size of family: family size not more than 5. Psychographic and behavioral: ANALYSIS OF TATA NANO’S 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 al close everyone in all geographic conditions.\r\nIn demographic segment the income group of $220 can easily purchase this car i s mentioned. only if again they say this can also causal agent the people who own cars already for the sake of increase the count which adds privilege to them as tumesce 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 lay OF TATA NANO: Tata Nano’s designing strategy starts from its tag line â€Å"The people’s Car” and â€Å"the world’s chintzy car”.\r\nTata Nano is segmented to the middle class and raze middle class people who had only dreamt about(predicate) cars which also include the people who earn $220 per month. Their target customers are those who are extremely price certified and have low latitude of acceptability. Industry wise to(p) they target the two bicycler industry, three wheeler industry (which are more costly than nano), globe transports as well to an extent. Hence pricing is t heir 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 take backback to them in time to come.\r\nTata Nano is well positioned which provide be doing a marketing for the entire Tata Motors. As Nano depart 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 money 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. nevertheless Tata is also got a wide range of cars which are durable and better quality which suits Indian roads. (NDTV news) {draw: puke} {draw:rect} {draw:frame} {draw:frame} draw:frame} {draw:frame} CONCLUSION 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 induce 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 care them in growing their Tata Motors organisation.\r\nREFERENCES: Caroline Tynan and Jennifer Drayton, Journal of marketing management, 1987, 2, No 3, 301-335. Smith, W. R. (1956), â€Å"Product 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), â€Å"Benefit segmentation: A decision-oriented question tool”, Journal_ of_ Marketing, 32(3), pp. 30-35. Chisnall, P. M. (1985), Marketing: A Behavioural digest (2nd edition). Maidenhead, Berkshire , McGraw-Hill UK Ltd. Lunn.\r\nT. (1978), â€Å"Segmenting and constructing markets”. In: Consumer Market Research Handbook (2nd edition) (Eds. ) Worcester, R. M. and Downham, J. , London, vanguard Nostrand Reinhold Co. (UK) Ltd. , pp. 343-376. Haley, R. L (1968), â€Å"Benefit segmentation: A decision-oriented interrogation tool”, _Journal of_ Marketing, 32(3), pp. 30-35. Siddharth Vinayak Patankar, (2009), â€Å"_NDTV’s 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.\r\n'