by Vishsl kumar Prajapati
(computer science and engineering, IIT chennai)
Why TATA Nano fail
 |
| Tata nano car |
You know TATA was
launched a car in very low price its name was TATAnano but it was failed why?
Nano has that much big brand, cheap price in only one lakh, TATA intelligence, this
the first car that price is little equal to a good bike, this product is famous
in all over world, catching a good eyeball potential, in fact the former
president of America Mr. Brack Obama was also appreciate it. In a short time it
get very much booking but suddenly what happened why and how TATAnano was
failed . This is a case study about why and how TATAnano failed.
Media was give it name this is world’s cheapest car and it
getting a good market without spend any money on marketing but this market is
going on not by Design it is going by Default not going by Choice it is going
by Chance and they don’t design consciously so they get tagline ‘world cheapest
car’ and this the become reason failure of TATAnano. In this tagline was used a
word’ cheapest’ for that reason it become unreliability and trustworthiness was
finished now all are telling this is Fragile and unreliable. In this car price
was strength but positioning was weakness it had to go through subtle, hidden
because in only one lakh selling car this is a very big matter for that you
have save cost every where like Design, Engineering, Production all where and
this can only TATA group I congrats them in India every time all are attract by
looks and design in every matter but TATAnano is looking like it is looking
like auto people were telling it is covered autoriska and when unreliability
was came at the time in first year 2or 3 cars caught fair and few incident and
accident was came and this came only in 2 or 3 car there were Million cars were
going good but marketing can not be generate positive rebuttal actually the
marketing team ware did not do hard work that much they had to because only 2
or 3 car caught fair and all are good maybe fair was caught by some another
reason but critics were get a chance to becoming low nano for that they are
started telling that the problem in car only. Today also in India car is critical
success factor for a men’s proof to be successful in a serve we ask to hundred
person that ”if you stopped in a traffic signal and two other person also
stopped their on in bike and other one in TATAnano then what you telling about
bike, maximum are told ‘he is dashing, smart, cool ’and about TATAnano they
told ’He is driving unsafe car it batter why they don’t bought a bike’ ” it
means TATAnano cannot be create aspirational value in India how much you success
is dependent on which car you driving for that they think if we bought Nano why
not we bought second hand alto, second hand Ritz they prefer buying second hand
car.
What they have to do
They have
to increase Emotional value – emotional value maybe with
Aspirational, Luxury Item, Religious Beliefs and some it be social beliefs as
already I told in India car is symbol of success but nano was don’t do it’s design
is not looking like a Luxury car.
Financial
Value is very important – emanation value maybe with Discount, Best
price, Low price and Policy and Schemes in this method nono was did good because
in Indian is very price sensitive market if price is low all are coming with
you but as a car matter Emotional value is first to Financial Value they focus
only in Financial value they can not generate Emotional Value. And after some
time it price was also increased one lakh now become one lakh twenty thousand
and more.
Performance
value was damaged – performance value is about superior
functionality that Innovative Features, Quality, Fashionable, stylish and leader
of his industry and they can not increased faith of these consumer in car
caught fair and after some time it’s price was also increased.
They
can not built Relational Value – relational value maybe with
doing some extra, customization, some extra change in product, doing some thing
speed doing suddenly, Achieve Timeline, giving extra service and feature, Rapid
Response and nano did their that first booking delivery they did very late the costumers
are waiting we will get car and till time in car caught fair also for that
reason performance value is also damaged and rest cars are attract them on his
side
very nice vishal good one
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