The main reason Tata Nano sluggishly keep on declining in the request is due to its same marketing strategy which actually made it popular and sweet at starting. Now you may be allowing how can the same marketing strategy make commodity popular originally and latterly come dangerous for the same thing. Well, we’re surely going to explain that within this post.
So, this post won’t only make you clear why Tata Nano failed to capture the request but also you’ll find out how the same marketing strategy can be good at starting and bad latterly. So, if you’re from the marketing field, this composition surely going to give you some assignments as well.
still, utmost people suppose that Nano failed due to its body design or due to its look or due to its figure quality and so on. Well, the reality isn’t that.
still, we do n’t deny that Tata Nano had failed the NCAP crash test and got a 0- star standing for( Adult Occupation Protection). But, that wasn’t the reason for its failure because its all challengers had also failed the NCAP crash test and got a 0- star standing for( Adult Occupation Protection) similar as Maruti Suzuki Alto, Datsun Redi Go, Hyundai Eon and so on.
Tata Nano
Actually, not only the challengers of Nano but indeed more precious buses than Nano which is manufactured in India had failed the NCAP test and got the 0- star standing for( Adult Occupation Protection) and those buses are Maruti Suzuki Swift, Hyundai i10, Maruti Suzuki Eeco, Maruti Suzuki Celerio, Mahindra Scorpio, Datsun Go and so on.
So, it wasn’t due to the safety concern that Nano has failed else other 0- star standing buses wo n’t be dealing in India indeed when all of them were precious than Nano.
So, was it a design?
Well, different people like different designs. So, Nano wasn’t unattractive as well and people, of course, can consider the look of Nano according to its price.
Was it a cheap material?
Well, all the entry- position buses manufactured in India have nearly the same quality accoutrements , and indeed other entry- position buses were double or indeed further than the price of Nano. So, so if those buses could capture the request, why Nano did n’t?
OK, now let’s come to the point.
Now you’re formerly clear that Nano wasn’t bad compared with other entry- position buses manufactured that time in India and indeed the price of Nano was lower than half of the other entry- position buses .
So, why people at starting eagerly awaited for the launch of Nano and indeed made lots of booking but latterly it failed to capture the request?
It’s because of its marketing strategy.
Yes, the same marketing strategy due to which people were desperately staying for the launch of this auto made the bad print latterly for the same auto in the request. Well, you’ll find out which marketing went wrong latterly in this post. First of all, let us tell you the whole story so that you’ll be clear why Tata Nano failed to capture the request.
previous to the launch of Tata Nano, it got lots of attention. So, it got the attention seeking eventuality, means the power that can snare the attention of the people and that was actually good because if you’re from a marketing field, also you must know that it’s veritably delicate to get the attention seeking eventuality and those products which can get similar eventuality will surely be a successful bone
. So, what went wrong with Tata Nano when it got the eyeball attention at starting?
Well, Tata Nano got so important attention that indeed Obama praised it when he visited India, after that it got huge attention not only in India but encyclopedically. At that time, no bone
was actually believing that anyone could make a auto at around,000 Indian Rupee. So, it got lots of difficulties and attention each over the world with the title label “ World’s Cheapest Auto ”. It got so important hyped request that it got overbooked as a result of which lots of time was taken to deliver the reserved buses .
So, also why Nano was failed though it was overbooked originally?
Was figure quality of Nano bad?
No. We formerly mentioned above that comparing with other cheap buses which were manufactured in India at that time, the figure quality wasn’t bad.
Was n’t it value for plutocrat auto?
Of course, it was a value for plutocrat auto because that was the main thing that Nano had offered.
Were the marketing juggernauts not enough?
No, of course not. rather, it was the talk of the city in those days. Indeed it got lots of free marketing due to lots of news content, social media posting by individualities and so on. It was so popular with the tagline “ World Cheapest Auto ” that everyone was staying for its launch.
Actually, it got the marketing by dereliction, means it got free marketing. So, that time marketing platoon of Tata was surely happy due to lots of praises, free content in media, free social media sharing and so on.
So, also what went awry there?
Like we’ve mentioned over, Nano was getting highlights by dereliction due to mouth hype, but not by designing or by choosing the branding watchword or any other proper marketing planning and perhaps the marketing platoon of Tata Nano ignored these factors. So, due to this, the watchword “ World’s Cheapest Auto ” came the huge debit latterly for Nano.
Nano was launched in India where the society judge people according to the aspirational value they’ve or they can show to society i.e. the house or jewelry or indeed a auto etc. We do n’t mean to say that this happens only in Indian society but actually, this happens each over the world. So, when Nano got the tagline of “ World’s Cheapest Auto ”, it also got tagline of cheap due to which people start to take Nano as an unreliable fragile auto with cheap figure quality but in reality, that wasn’t the case because its figure quality wasn’t too bad as compared with the price it had offered.
still, also the request would have different at the moment, If the marketing department that time allowed
about this factor and called Nano the “ world’s value for plutocrat auto ” or “ world’s affordable auto ”.
When people started to feel Nano is a cheap auto, they just kept on judging Nano in a colorful way and just kept on trying to figure out why Nano is cheap, how this auto can be made at such a low price and surely its contender start to take benefit of that by spreading the negative mouth of word hype.
When similar thing was passing, at the same time Tata was unfit to deliver the reserved auto to lots of people because it was heavily overbooked at starting. So, force came lower than the demand and those people who did n’t get Nano after staying for several months, they also started to spread the negativity against Nano to overcome their wrathfulness.
People indeed started to tell their musketeers and families that they would have bought a bike rather of Nano. But, in reality, Nano was surely a lot safer than the bike. surely, four- wheeler will be safer than two- wheeler from every angle but people just started to feel that copping
Nano looks like copping
a auto by a person who ca n’t go to buy a auto but desperately want to have a auto. So, lots of people gone after bike rather of Nano because at least they were happy to say they did n’t like the auto in heavy megacity business so they bought a bike rather of a auto. In that way, they can show off further than copping
the auto with “ cheap ” tagline.
Actually, the price was the strength of Nano but due to the same thing, it was called cheap. People started to compare Nano with Bike because in India Bike comes at around,000 Rupee whereas Nano was around,000 Rupee. So, this comparison made Nano cheaper and people did n’t feel having aspirational value by retaining Nano as it was compared with the bike, not with other buses .
So, we can say the request positioning of Nano was bad.
They should have called it “ affordable ” or “ value for plutocrat ” auto rather.
After all, it wasn’t a joke to make a auto at around,000 Indian Rupee. In order to make a auto, there need to consider designing, negotiating and product and to make a auto in such a cheap price, the manufacturer needs to cut the cost in every detail possible way. So, it wasn’t an easy task for Tata, headdresses off to them.
People indeed started to condemn the look of Nano by comparing it with Auto Rickshaw but everyone can see that it was far better than Auto Rickshaw, indeed it was good looking than lots of budget buses in India. But, due to its “ cheap ” tagline, people just started to downgrade it in every possible way.
On top of that, around 3 Nano buses caught the fire. still, Tata denied there was a fault in design. The company denied those were connected to the auto’s design or its corridor and criticized “ foreign electrical outfit ” set up on top of the exhaust system.( Source Wikipedia)
Actually, we also do n’t suppose the fire was due to the fault in its design, else, how could only around 3 buses were caught by the fire when there were formerly close to half millions of Nano buses in the request. still, Tata failed to produce positive disproof on that. They couldn’t do enough to take down this negative crusade which was spreading around fleetly, another mistake by Tata marketing platoon.
People began to call Nano an unsafe auto, indeed they started to recommend copping
a bike or alternate- hand entry- position buses like Alto, Santro and so on than Nano. So, retaining Tata Nano was n’t seen as having aspirational value.
Tata should have done lots of crusade to induce positive disproof or brand value but they did n’t. perhaps latterly Tata realized their mistake and did n’t make the cheapest auto, rather made little high- quality Nano known as GenX Nano which isn’t known as the world’s cheapest auto presently because the price of GenX Nano is around2.36 to3.35 lakh Indian Rupee. But, due to its negativity in the history, it seems how important Tata trying to bring back Nano with the bettered design, material, and new marketing crusade, it still fails to capture the request due to which the deals volume of new Nanos aren’t any good. So, there’s a high chance that soon in the coming days, Tata will stop producing Nano and this all happed due to the little ignorance or the lack of vision of marketing platoon of Tata.
So, the big reason that makes Nano failed was its marketing crusade. They should have known that negative marketing spread fleetly than positive marketing and in order to overcome the negative marketing, they should have done lots of positive marketing, but they did n’t. At starting, Nano should have called “ affordable ” or “ value for plutocrat auto ”, not the cheapest auto.
Hope this composition on Nano has also helped you to learn commodity about marketing.
still, also please feel free to leave your comment below, If you want to say commodity related to this composition. We’ll be further than happy to hear from you.
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