10 EXECUTIVE SUMMARY Tata Nano is the cheapest car in the world.

It is sold in home country India around Rs 1-l a k h i .e a p p r o x i ma t e l y U S D 2 0 0 0 . I t i s ma n u f a c t u r e d b y T a t a M o t o r Li mi t e d , t h e l a r g e s t automobile company in India. Its Chairman, Mr Ratan Tata envisions that Tata Nano to becomea Peoples car which is affordable by almost everybody. Tata Nano was first launched in Indiaon 1 st A p r i l 2 0 0 9 a n d e x p e c t e d t o b e i n I n d i a n ma r k e t b y J u l y 2 0 0 9 . S i n c e l a u n c h i n g , i t h a s created a huge buzz all over India. Within the first two days of lunching, it has received 5500 booking. The figures keep increasing every day since the [Link] makes Tata Nano so cheap? Basically, by making things smaller, lighter, do away withsuperficial parts and change the materials wherever possible without compromising the safetyand environmental compliance. It is said that Tata Nano has better millage than Toyota Prius andsame gas emission as a [Link] Nano will be imported to Malaysia by Tata Industries in parts. It will be assembled in itst wo f a c t o r i e s i .e i n S h a h A l a m, S e l a n g o r a n d P a s i r Gu d a n g , J o h o r B a h r u . Th e r e a r e f o u r distribution centres in Peninsular Malaysia i.e. in Kuala Lumpur, Penang, Johor Bahru andKuantan. All Tata Nano cars will be distributed through these distribution centres only. Order can be made vide these distribution centres or its web [Link] are three types of Tata Nano car available i.e. Tata Nano, Tata Nano CX and Tata NanoLX. However, due to hot weather in Malaysia, only Nano CX will be brought to Malaysia andwi l l b e s o l d h e r e . Th e s e l l i n g p r i c e o f Na n o C X i n M a l a ys i a i s R M 1 3 ,7 0 4 p e r u n i t . I t i s estimated that gross profit for the first year would yield xxx, second year xxx and third year [Link] monthly instalment payment is xxx for seven years period. With this price, the targetmarket is very wide which includes those with income RM 2000 per month, students, femaleworkers and scooters riders. 2.0SITUATION ANALYSIS T a t a M o t o r s Li m i t e d i s I n d i a s l a r g e s t a u t o mo b i l e c o mp a n y, wi t h r e v e n u e s o f R s . 35651.48 crores (USD 8.8 billion) in 2007-08. It is the leader in commercial vehicles in eachsegment, and among the top three in passenger vehicles with winning products in the compact,midsize car and utility vehicle segments. The company is the worlds fourth largest

truck manufacturer, and the worlds second largest bus manufacturer. In March 2008, Tata Motorsacquired Fords UK based car brands Jaguar and Land Rover (BBC News, 2008).According to Ratan Naval Tata (Chairman of Tata Group), the need for an innovation like Nano has got to do something for the people of India and transport. Unavailability and poor quality of mass transport is a common problem in India. In a two wheeler, father driving withelder child standing in front and wife behind holding a baby is norm in this country. Thus, thisis a relatively an unsafe mode of transporting a family. Thus, with this in mind Tata Nano wascreated as a safer form of [Link] o n e o f i t s o b je c t i v e s i s t o be c o me a n I n d i a n b u s i n e s s c o n g l o me r a t e o p e r a t i n g i n ma n y countries, Tata Nano will be introduced in Malaysia.2.1 Market Summary It is estimated that Malaysia has more than 5 million motorcycles on the road, compared to over 4 million motorcars(ICE, 2001).The majority of motorcycle buyers or users does not own a car a n d be l o n g t o t h e l o we r a n d mi d d l e i n c o me g r o u p . A s i g n i f i c a n t l y l a r g e r p e r c e n t a g e o f motorcycle users in Malaysia are male.2.1.1 Target Markets T h e c o mp a n y i s t a r g e t i n g l o w e r i n c o me g r o u p wi t h f a mi l y, f i r s t t i me b u ye r s o f c a r ( f r e s h graduates) and motorcycle owners. 2.1.2 Positioning Tata Nano will position itself as the world cheapest car and yet does not compromise the quality,safety and environment. This positioning will be achieved by leveraging Tata Nanos competitivee d g e : i n d u s t r i e s e x p e r i e n c e f r o m t h e p a r e n t c o mp a n y Ta t a M o t o r wh o h a s b e e n i n v e h i c l e s i n d u s t r i e s ( c o m me r c i a l , p a s s e n g e r s & u t i l i t i e s ) s i n c e 1 9 4 5 . Ta t a mo t o r h a s g o o d s u p p l i e r - manufacturer relationship with more than 100 components. 2.1.2Demographics Population , demographics, rural urban, vital statistics from Malaysian auto report. 2.1.4Geographics Tata Motors has targeted the urban area in Malaysia. This is going to be Kuala Lumpur and Johor Bahru. There are 5 million motorcycle riders in Malaysia. 2.1.5Distribution review Just like in India, Tata Nano will be positioned as an affordable car even in overseas [Link]-toassemble kits will be imported from Tata in India. The car then will be assembled at

total sales for 3 rd quarter of 2009, the marketing expense will be high during those quarter to penetrate market and promoting our product so costumer will realize about existence of our new product. For the next coming years the marketing expense will budgeted approximately 34 percent of total [Link] : Marketing Expense Forecast 3 rd Quarter20094 th Quarter20091 st Quarter20102nd Quarter2010Ad v ertisement Newspaper, Billboard a n d Magazine2 ` 0 0 0 , 0 0 0 1 , 5 0 0 , 0 0 0 1 , 2 0 0 , 0 0 0 1 , 2 0 0 , 0 0 0 T V a d v e r t i s e m e n t 5 , 0 0 0 , 0 0 0 4 , 0 0 0 , 0 0 0 3 , 5 0 0 , 0 0 0 3 , 5 0 0 , 0 0 0 O n l i n e a d v e r t i s e m e n t 1 0 0 , 0 0 0 1 0 0 , 0 0 0 7 5 , 0 0 0 7 5 , 0 0 0 R a d i o a d v e r t i s e m e n t 2 0 0 , 0 0 0 2 0 0 , 0 0 0 1 5 0 , 0 0 0 1 5 0 , 0 0 0 Marketing campaign G r a n d L a u n c h i n g e v e n t 7 , 0 0 0 , 0 0 0 G r a d u a t i o n c a m p a i g n 2 , 0 0 0 , 0 0 0 H a r i r a y a a i d i l f i t r i campaign2,000,000 D e p a v a a l i c a m p a i g n 2 , 0 0 0 , 0 0 0 C h r i s t m a s c a m p a i g n 2 , 0 0 0 , 0 0 0 C h i n e s e n e w y e a r 2 , 0 0 0 , 0 0 0 R o a d s h o w 3 , 0 0

, 0

Direct marketing 1 8 0 0 t o l l f r e e 1 5 0 , 0 0 0 1 0 0 , 0 0 0 1 0 0 , 0 0 0 1 0 0 , 0 0 0 W e b s i t e 5 0 0 , 0 0 0 7 5 , 0 0 0 7 5 , 0 0 0 7 5 , 0 0 0 Other P r i n t e d m a t e r i a l (brochure, banner, etc)1 , 0 0 0 , 0 0 0 8 0 0 , 0 0 0 6 0 0 , 0 0 0 6 0 0 , 0 0 0 Total 1 9 , 9 5 0 , 0 0 0 1 0 , 7 7 5 , 0 0 0 7 , 7 0 0 , 0 0 0 8 , 7 0 0 , 0 0 0 Percent of sales 8 . 0 9 % 3 . 7 5 % 3 . 1 2 % 3 . 9 7 % Table : Milestone of Key Marketing ActvitiesM i l e s t o n e S t a r t dateE n d d a t e B u d g e t m a n a g e r D e p a r t m e n t M a r k e t i n g p l a n c o m p l e t i o n 1 / 0 2 / 0 9 1 / 0 3 / 0 9 0 M a r k e t i n g manager marketingW e b s i t e c o m p l e t i o n a n d launc hing1 / 0 2 / 0 9 1 5 / 0 3 / 0 9 5 0 0 , 0 0 0 P r o m o t i o n a n d advertisingmanager Promotionandadvertisi ng N e w s p a p e r , m a g a z i n e a n d 1 / 0 7 / 0 9 3 0 / 0 6 / 1 0 5 , 9 0 0 , 0 0 0 P r o m o t i o n a n d P r o m o t i o n

billboard advertisement advertisingmanager andadvertisingT V a d e n t 1 / 0 7 / 0 9 3 0 / 0 6 / 1 0 1 6 , 0 0 0 , 0 0 o n a n d advertisingmanager PromotionandadvertisingR a d v e r t i s e m e n t 1 / 0 7 / 0 6 / 1 0 7 0 0 , 0 0 0 P r o m o t n d advertisingmanager PromotionandadvertisingG r a l a u n c h i n g 0 6 /

v e r 0 P r i o 9 3 i o n 0

t i s e m o m o t i a d 0 / 0 n a d 7 /

0 9 7 , 0 0 0 , 0 0 0 M a r k e t i n g manager marketingG r a d u a t i o n c a m p a i g n 0 1 / 0 8 / 9 3 1 / 0 8 / 0 9 2 , 0 0 0 , 0 0 0 S a l e s m a n a g e r S a l e s H a r i r a y a a i d i l f i t r i c a m p a i g n 1 / 0 9 / 0 9 3 0 / 0 9 / 0 9 2 , 0 0 0 , 0 0 0 M a r k e t i n g manager marketingD e p a v a a l i c a m p a i g n 1 / 1 0 / 0 9 3 1 / 1 0 / 0 9 2 , 0 0 0 , 0 0 0 M a r k e t i n g manager MarketingC h r i s t m a s a n d n e w y e a r campaign1 0 / 1 1 / 0 9 1 0 / 0 1 / 1 0 2 , 0 0 0 , 0 0 0 M a r k e t i n g manager MarketingR o a d s h o w 0 1 / 0 3 / 1 0 0 1 / 0 6 / 1 0 3 , 0 0 0 , 0 0 0 S a l e s m a n a g e r S a l e s 7.0 IMPLEMENTATION AND CONTROL The objective of tata nano marketing plan is to serve as reference for the organizations. Thefollowing areas will be monitored to gauge performance:Revenue: monthly and annualExpense : monthly and annualCustomer satisfactionSales growth by 10 percent annually 7.1 Marketing Organization Marketing manager will be primarily responsible for the marketing activit i e s . M a r k e t i n g manager will delegate responsibilities to promotion and advertising manager to manage product promotion and advertising. Sales manager will responsible for sale performance. Marketingdirector will supervise all department

7.2 Contingency planDifficulties and risks Slow sales resulting less than projected cash flowUnexpected and excessive cost increase compared to the forecasted salesOverly aggressive and debilitating actions by competitorsSignificant economic downturns Worst case risk include Liquidate asset to cover marketing expenses and liabilitiesDetermining the product cannot support itself on ongoing basis

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Nor Farehan very useful for us...thanks a lot for the resources... 03 / 24 / 2012

Anish Shaikh fdgfhgfhjhghjhg 02 / 27 / 2012

Priyanka Phansekar Nehajain1087@[Link] 08 / 13 / 2010

Sendhilkumar_N_8162 thanks for ur help my friend 04 / 15 / 2010

OLUKOYAOLUFEMI Very nice and resourceful!!! 01 / 09 / 2010

Hazel_Andrades_5227 very good 01 / 04 / 2010

sheilahlaser J'ai trouve un bon nombre de choses intresting ici. 10 / 22 / 2009

lexieolexy i love this stuff 10 / 21 / 2009 Show More