NAME: ASHRAF SHAIKH CLASS: T.Y.BMS.
ROLL NO: 44
Meaning Of Product Product Development Stages Of Product Development
Idea generation Idea screening Concept testing and development Marketing strategy Business analysis
Alpha Testing:
In this method, a group of target audience is selected from the employees of the company.
Beta Testing:
It is carried out at the customers site. Generally, it is applicable for industrial products where the customization takes place.
It is carried out on a long term basis where the customers uses the product extensively and gives response after a long period of time. Say six months.
Gamma Testing:
To study about how a product- Tata Nano was developed based on marketing theory of product development. To study about what made possible for Tata to develop and produce a car for just Rs. One lakh. To study the objectives and target customers of Tatas one lakh car To study and compare between Tata Nano and Maruti 800 To study on customers buying behavior and preferences and views about Tata Nano and Maruti 800 by various methods of data collection.
Tata Motors was established in 1945, when the company began making trains. It has its manufacturing base in Jamshedpur, Lucknow, Pune and soon one more plant is going to established at Singur, West Bengal. Product Manufactured - Passenger Cars and commercial vehicle. Installed Capacity - 350,000-400,000 vehicles a year Investment - Rs 2,500 crore (Rs 25 billion) Turnover - $21.9 billion (Rs 967,229 million) Employees - 2,46,000.
Product Development And Nano Idea Generation And Nano Idea screening Concept Testing And Developing Business Analysis
Cost Total sales estimation
A promise is a promise, said Rattan Tata, Chairman, Tata Motors, on 10th January, 2008, when the Nano was first displayed at the Auto Show in Delhi. The Nano project didnt grab the attention of only Indians; the entire world had their eyes glued to the worlds cheapest car.
Idea conceived by Rattan Tata Cost of development 1700 crores Manufacturing cost (excluding dealer margin and taxes)Rs 65,000 per unit Development of Design India Time for designing the car 4 years Team A team of 150 engineers, everyone below age 28 Biggest hurdle To make a car cheap car without Compromising design
Specification Variants Future Comparison Looks Insight
This will result into:
OLD GENERATION NEW GENERATION
STRENGTH
Brand name TATA Cost price low Fuel efficient Safe
OPPORTUNITIES
Large market for selling Awareness in the market First car in low range Can hit in global market
WEAKNESS
Low power Not a status symbol Delay in manufacturing Limited features
THREATS
Company rival Not sure to hit in rural and semi-urban areas
Myth no 1:
Nano is an unsafe car Nano will greatly increase the Pollution Level Nano will struggle to perform Nano has very little leg room
Myth no 2:
Myth no 3:
Myth no 4:
Myth no 5:
Cheap means Uncomfortable Its very difficult for a rear - engine car to work There is a shortage of storage space
Myth no 6:
Myth no 7:
Myth no 8:
Cutting Corners is evident everywhere
COST: The dealer price in Delhi is 1.97 laths and the road price is approximately 2.28 lakhs Indian rupees. The dealer price of Nano is just 1.00 lakhs rupees and the road price is only 1.26 lakhs rupees. ENGINE: Maruti 800: 800 cc Tata Nano :623 cc (better fuel than Maruti 800) ENGINE TYPE: Maruti 800 petrol/LPG Nano : petrol (diesel version will be later) SEATING CAPACITY: Maruti 800: 4+1 person Nano: 4+1 person
FUEL TANK CAPACITY: Maruti 800 : 28 Lt. (petrol), 19.2 (LPG) Nano : 30 Lt.
WEIGHT Maruti 800 : Nano : SEGMENT: Maruti 800 : Nano :
more than 690 kg (gross weight is 1000 kg) more than 600 kg
middle class people lower and middle class people.
FUEL CONSUMPTION: Maruti 800 : city 13.6 km and highway 17.6 km Nano : city 22 km and highway 26 km TOP SPEED: Maruti 800 : Nano : 120 km/hr 90 km /hr
DIMENSIONS:
Maruti 800 3.335 meters (131.3 inch Tata Nano 3.1 meters
Dimensions Length
Width
1.440 meters (56.7 inch)
1.5 meters
Height
(55.3 inches) Front Disk, Rear Drum Front Disk, Rear Drum
18 Kmpl 24 Kmpl
1.6 meters
BREAKS: Maruti 800 : Nano : MILEAGE:
Maruti 800 : Nano :
COLOURS:
Maruti 800 :
Tata Nano :
Research methodology deals with the various methods of research. The purpose of the research methodology is to describe the research procedure used in the research. Research methodology helps in carrying out the project report in by analyzing the various research findings collected through the data collection methods.
The success of any project or market survey depends heavily on the data collection and analysis. It is necessary that the data collected is a reliable data in order to achieve the research objective. For research regarding the views of people about Tata Nano and its comparison between Tata Nano and Maruti 800 two types of data collection methods were used.
Primary Data Secondary Data
Primary data is the data, which are fresh and collected for the first time, and are original in character. There are various Primary Data Collection techniques, which have helped in data gathering. This was collected through questioner. Questionnaires are a popular means of collecting data, but are difficult to design and often require many rewrites before an acceptable questionnaire is produced.
SECONDARY DATA: Secondary data are those data, which have been already collected or published for the purpose other than specific research need at hand. This data is simply used up by the researcher for his purpose of collected data and its used for the same purpose. The secondary data sources here in this project are: 1) Websites 2) Books
% of people who are aware of tata nano
yes
no
Here, blue color indicates that people are aware of tata Nano And red color indicates the % of people who are not aware of tata Nano.
While analyzing the chart, we can know that only 3% of the total sample population is not aware about tata Nano. This shows the great effect of media, newspaper and launching of this product.
Here on x- axis, no of respondents is given. And on y axis the age group is given. Blue triangle indicates willingness to purchase tata Nano. Red triangle indicates that the respondent is not willing to pruchase it And green indicates that the respondent is not sure. While analysing this chart, we can see that the young generation is egar to buy the product. While due to some misunderstandings about tata nano, the older generation doesnt desire to buy it or are not sure about it.
This chart shows the preference of the respondent. The question asked in the questioner was, if you were to buy one of the following, which would you prefer. the options given were: Motor bike Maruti 800 Tata Nano
By having a glance at the chart, we can see that majority went for Tata Nano. Maruti 800 got very less votes. This shows a tough time for Maruti in future.
views on success of nano
success
not sure no success
The question asked here was, do you think Nano will be successful the options given were yes no not sure.
Its very interesting to note here that none of the respondent said that Nano wont be successful. As shown in the chart, the portion of purple color which shows failure is not there at all. But again everybody does not believe in its success. As seen from the chart, 50% of the respondent has a doubt about success of Nano.
In this chart, number of respondents is given on the y axis and some features are given on x- axis. The question asked here is, What is it that makes Nano a peoples car?
By analyzing the chart, we can say that people consider the cost factor the most for Nano followed by the innovation. Even looks has got quite positive reply. Nano is a product that is developed perfectly at minimum cost without sacrificing the quality
Positive Response Negative Response Mixed Response
My Opinion: After the study of various aspects I found that
Nano car is definitely not for
Someone looking for better performance Someone who is looking to impress Someone who want to speed trial on Sunday Someone who is looking for long drives.
But Nano car is definitely for
Someone who is looking to buy a car but cannot afford much price. A students who want to go college, tuition instead of bike etc. Someone who depends on second hand car. For a house wife who can buy a car with her own savings. Someone who depends on scooter.
In India every one can afford a Nano, just as we buy any electronic appliances for a home uses. Decrease in price of second hand car. High traffic on roads due to sale of exceeds car on roads. Increase in loan on car installments.
