The media buzz
Whether or not customers bite that remains to be seen, it's early days yet.
In the meantime, what the Rs 100,000 price tag has done is helped create an enormous amount of buzz around the product. In fact, before the car got its name, the little machine was almost always referred to as the 'Rs 1 lakh car.'
Tata Motors' media managers caught on to it right at the beginning. Thus, a huge publicity campaign was launched through the media. Conventional marketing wisdom says the impact of a news report is 17 times stronger than an advertisement with the same message on the reader. The media lapped it up.
One newspaper asked creative heads at ad agencies to come up with a positioning and tag lines for the Nano: 'A small car for people with big dreams,' said one, while another felt 'The smart car' was more like it because using the price to sell the car might only be a short-term advantage and, in fact, could might be detrimental to the brand in the long run.
Image: Tata Nano | Photograph: Courtesy Tata Motors
Also read: 'In 2009, India, China could account for 100% world GDP growth'
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