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| Tata Nano 2012 |
The company aims to undo the 'Nano is a poor man's car' perception in the Indian market.
At the 2012 Auto Expo, Tata Group chairman, Ratan Tata admitted that there had been quite a few blunders in the way the Tata Nano was marketed and distributed in the country. To make the necessary correction and to boost the sales of the small car, the company is now gearing up to introduce new marketing and distributing strategies in the Indian market. The new strategy aims at reaching out to multiple segments of target customers and to undo the perception that the Nano is a poor man's car.
"Quite a lot of marketing activity is in place now - reaching out to the target segments, network strategy, handling the customers at the dealerships, tie-ups with various financiers." said Mr R Ramakrishna, the company's vice-president. "Every single segment is falling in place now." Ramakrishna added.
According to the company, a typical Nano buyer is relatively scared to go to a full-fledged car showroom and therefore, the company is setting up exclusive showrooms to sell Nano cars in Tier-III and Tier-IV cities across the country. Apart from the existing showrooms, Tata Motors has so far set up around 105 exclusive Nano showrooms and 250 special kiosks. Altogether, the company now has around 750 sales points where the Nano is available.
Source: On Cars
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