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Marketing lessons from the Nano

April 2, 2009

Tata Motors isn't offering online discounts just yet. Instead, it's focusing on showing off the Nano wherever possible -- even in Westside stores.

And it's leveraging the Tata group's retail presence to hawk Nano merchandise -- T-shirts can be picked up at showrooms of Tata Indicom, Titan and Croma. Forms too can be filled out at these stores and, of course, they will be available at bank counters.

Tata Indicom is offering a money-back offer with every application form.

To make it easier on the customer's pocket, Tata Motors has roped in State Bank of India as also a couple of others who will loan money at interest rates of between 11.5 and 12 per cent; the equated monthly instalments for a seven-year loan are estimated to be about Rs 1,700. p Dubey says he would like to "bring after sales service as close to the customer as possible" but doesn't say whether there will be exclusive service outlets for the Nano.

Indeed, Tata Motors seems to have taken care of the 4As of marketing as set out by Jagdish Sheth and Rajendra Sisodia. The two management experts had pointed out that 'there is an intermediate step between the deployment of marketing tools and the achievement of marketing objectives, represented by acceptability, affordability, accessibility and awareness.'

These seem to have been adequately addressed by Tata Motors. In fact, the level of awareness has been unbelievable, prompting observations that the hype surrounding the launch of the Nano may have matched or even beaten the excitement at the launch of the Apple iPhone in June 2007.

Image: The audience checks out the Nano at the 2008 auto expo in New Delhi. | Photograph: Rajesh Karkera

Also read: Management lessons from Battle of Plassey

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