The Tata Nano: The People's Car

Abstract

Students identify promotion, price, place, segment, targeting, and positioning for marketing "the world’s cheapest car." This case is effective for MBA, undergraduate, and executive learners studying market segmentation, pricing, cannibalization risk, pricing, and break-even sales in the face of different price and cost scenarios. Has Tata chosen the right marketing strategy? Does the Nano represent an evolution or a revolution in automobile marketing?

Full text

This case
Professor
P
rather tha
n
University
e-mail to
s
s
ystem, us
e
recording,
I
t
January
car” or “
t
b
litz and
And did
product
w
W
Septemb
b
uyers
w
transpor
t
versions
T
(mpg) in
Measuri
n
smallest
four adu
l
Compa
n
T
engineer
i
products
,
F
and Lan
d
1
As
o
“lakh” me
a
was prepare
d
P
aul Farris an
d
n
to illustrate
e
of Virginia D
a
ales@dardenb
e
d in a sprea
d
or otherwise
—
t
was one o
f
10, 2008, T
a
t
he people’
s
a crush of
o
its launch s
i
w
ould be pr
o
W
idely toute
d
er 2008. In
a
w
ould also
h
t
ation taxes.
would soon
T
he Nano w
a
the city an
d
n
g 3.1 mete
car, yet its
l
ts.
ny
Histor
y
T
he Tata
G
i
ng, energy
,
,
and chemi
c
or many ca
s
d
Rover ha
d
o
f September 8
a
ns 100,000, a
n
d
by Amy Le
m
d
Associate P
r
e
ffective o
r
i
n
a
rden School
F
u
sinesspublis
h
d
sheet, or tran
s
—
without the p
e
THE
T
f
the longes
t
a
ta Motors
u
s
car”) at the
o
nlookers t
h
i
gnal a new
e
o
fitable?
d
as the che
a
a
ddition to
p
h
ave to pay
The two-c
y
follow.
a
s one of t
h
d
61 mpg o
n
rs by 1.5
m
seating roo
m
G
roup was
,
informatio
n
c
als. Its 96 c
s
ual observ
e
d
been acqui
r
, 2008, USD 1
n
d its use is n
o
m
ley, with th
e
r
ofessor Rajk
u
n
effective han
d
F
oundation, C
h
h
ing.co
m
. No
p
s
mitted in any
f
e
rmission of t
h
T
ATA NAN
O
t
-awaited a
n
u
nveiled its
ninth Auto
h
at required
t
e
ra for the s
m
a
pest car in
t
p
aying (Indi
12.5% val
u
y
linder gas
o
h
e world’s
m
n
the highw
a
m
eters, it di
s
m
was 21%
a diverse
n
systems
a
ompanies e
m
e
rs, the Ma
y
r
ed from Fo
= 44.5 India
n
o
t restricted to
a
e
assistance o
ma
r
Venkates
a
d
ling of an ad
m
h
arlottesville,
V
p
art of this pu
b
f
orm or by a
ny
h
e Darden Sch
o
O
: THE P
E
n
d most talk
e
(U.S. dolla
r
Expo in Ne
w
t
op-level se
c
m
all car ma
r
t
he world, t
h
an rupees) I
N
u
e-added ta
x
o
line-power
e
m
ost fuel-e
ff
a
y (22 km p
e
s
placed Ma
r
greater tha
n
conglomer
a
a
nd commu
n
m
ployed 65
0
y
2008 new
s
rd Motor C
o
n
rupees (INR)
;
a
quantity of
m
o
f
N
. Raghu
K
a
n. It was wri
t
m
inistrative si
t
V
A. All rights
b
lication may
b
n
y means—ele
c
o
ol Foundatio
n
E
OPLE’S C
ed
-about au
t
r
s) USD2,5
0
w
Delhi. Th
c
urity. Wou
l
r
ket in Indi
a
h
e Nano wa
s
I
NR1 lakh
—
x
along wi
t
e
d version
w
ff
icient cars,
e
r liter and
2
r
uti Udyog’
s
a
n the 800’s
—
a
te that ha
d
n
ications,
m
0
,000 peopl
e
s
that a Bri
t
o
. by a non
-
;
INR100,000
=
m
oney.
K
ishore, unde
r
t
ten as a basis
tuation. Copy
r
reserved. To
o
b
e reproduced,
c
tronic, mech
a
n
. ◊
A
R
t
omobile de
b
0
0 ca
r
1
(also
e Tata Nan
o
l
d the car li
v
a
? How coul
s
scheduled
—
equivalent
t
t
h charges
s
w
ould debu
t
getting 52
2
6 km per li
t
s
Maruti 8
0
—
providin
g
d
internati
o
m
aterials, se
r
e
on six con
t
t
ish automo
t
-
Western co
m
=
1 lakh; 100
l
UVA-M
-
Rev. Feb.
2
r
the supervis
for class disc
r
ight  2009
b
o
rder copies, s
e
stored in a re
a
nical, photoc
op
b
uts in Indi
a
called “Rs1
o
brought a
m
v
e up to its
h
d Tata ensu
r
to be availa
b
t
o INR100,
0
s
uch as roa
d
t
first; the
d
miles per
g
t
er, respecti
v
0
0 as the w
o
g
ample roo
m
o
nal interes
r
vices, con
s
t
inents.
t
ive icons J
a
m
pany cam
e
l
akh = 1 crore
.
-
0768
2
4, 2011
ion of
ussion
b
y the
e
nd an
trieval
o
pying,
a
. On
lakh
m
edia
h
ype?
r
e the
b
le in
0
00—
d
and
d
iesel
g
allon
v
ely).
o
rld’s
m
for
ts in
s
umer
a
guar
e
as a
.
Note:

-2- UVA-M-0768
surprise. But new owner Tata Motors was in fact the sixth-largest commercial vehicle
manufacturer in the world and was among India’s largest automobile companies. In 2004, Tata
Motors became the first Indian manufacturing company to be listed on the New York Stock
Exchange.
Tata Engineering and Locomotive Co. Ltd, a train manufacturer, was established in 1945.
In 1954, the company launched its first automobile; between 1954 and 1969, it collaborated with
Daimler-Benz to produce commercial vehicles known as Tata Mercedes-Benz trucks, later
produced independently as Tata trucks. By the 1990s, Tata had entered the passenger-vehicle
market with India’s first sport utility vehicles, called the Tata Sierra. In 1998, it hit the jackpot
with the Tata Indica—a name derived from “India’s Car,” an apt moniker given that the car had
become the most popular vehicle in the country’s economy car segment. Tata launched the
Indigo in 2002. In 2005, Tata launched India’s first indigenously developed mini truck, called
the Tata Ace.
In 2004, Tata Motors acquired the Daewoo Commercial Vehicle Co. Ltd., Korea’s
second-largest truck manufacturer. In 2005, it acquired a 21% stake in Hispano Carrocera SA, a
Spanish bus manufacturer.
The company had manufacturing plants in the Indian cities of Jamshedpur, Pune, and
Lucknow, and assembly operations in Malaysia, Kenya, Bangladesh, Spain, Ukraine, Russia, and
Senegal. Globally, the company served the European, African, Asian, Middle Eastern, and
Australian markets.
As the Nano’s expected launch date neared, Tata Motors was experiencing a downturn in
its stock price—from USD18.60 per share in September 2007 to USD9.53 in September 2008, a
drop of almost 50%.
India’s Automobile Industry
The automobile industry in India benefited significantly from liberalization in the 1990s
when the government eased regulations on foreign trade and restrictions on private companies.
International companies took advantage of India’s affordable yet highly trained engineers,
establishing manufacturing operations throughout the country. In 2005, experts predicted that
India would become the world’s third-largest economy by 2020.
In 2005–06, India was among the largest and fastest-growing car markets in the world.
The passenger car market was growing by almost 25% per year, and passenger-vehicle exports
were growing by 12.7% annually. India’s exports, which went mainly to Asia and Africa, were
growing at a rate approaching 30% annually and had already reached 850,000 units in 2005–06,
compared with 600,000 units in 2004–05.
2
Some years saw as much as 65% growth in exports.
2
“Indian Auto Companies to be Showcased at SAE Congress,” Business Line Financial Review, April 1, 2006.

A
over one
E
I
n
Maruti c
India ra
n
automob
W
middle c
estimate
s
Tribune
r
1
Tim
i
2
Hea
t
A
ccording t
o
million tw
o
E
conom
y
ca
r
n
dian car bu
o
mmanded
m
n
ged from 8
i
le rankings
Tabl
W
ith a popul
l
ass, India
w
s
by CSM
W
r
eported.
2
F
i
Figure 1
Data s
o
i
r Mozinder, “
I
t
her Timmons,
o
http://ww
w
o
-wheelers.”
1
r
s
y
ers alread
y
m
ore than
5
to 25 per
1
(Table 1).
e 1. Numbe
r
Countr
y
United
S
Austral
i
Canada
Germa
n
Japan
United
K
India
China
Source:
U
Statistica
l
ation of 1.1
w
ill overtak
e
W
orldwide,
ig
ure 1 depi
. Sales tren
d
o
urce: “Indust
r
I
ndian Auto In
d
“In India, A $
w
.knowIndi
a
1
y
had their c
h
5
0% of that
m
1
,000 peopl
e
r
of motor v
e
y
S
tates
i
a
n
y
K
ingdom
U
nited Nations
l
Yearbook, 20
0
billion, “a
m
e
China next
an auto ind
u
cts sales tre
n
d
s of autom
o
r
y Trends of A
u
d
ustry: An Ov
e
2,500 Pace C
a
-- 3 --
a
.net, India
h
oice of car
s
m
arket shar
e
e
, placing I
n
e
hicles per
1
Motor V
e
World Statisti
c
0
7.
m
edian age
o
year as the
u
stry forec
a
n
ds in the I
n
o
biles and
m
u
tomobiles,”
C
e
rview,” http:/
/
a
r,”
I
nternatio
n
exported “
3
s
in the US
D
e. Estimate
s
n
dia at the
l
1
,000 peopl
e
e
hicles per 1
,
c
s Pocketbook
o
f just unde
r
fastest-gro
w
a
sting servi
c
n
dian autom
o
m
otorbikes i
n
C
orporate Indi
a
/
/www.knowin
n
al Herald Tri
b
3
31,539 pa
s
D
5,000 (IN
R
s
of automo
b
l
ow end of
e
, by countr
y
,
000
765
619
563
546
543
426
12
10
and
r
25, and a r
w
ing car ma
r
c
e,” the
I
nte
r
o
bile and m
o
n
India, 200
2
a
, May 15, 20
0
n
dia.net (acces
s
b
une, October
UVA-M
-
s
senger cars
R
195,000) m
a
b
ile owners
h
global pe
r
-
c
y
.
apidly expa
n
r
ket, accord
i
r
national
H
o
torbike ma
r
2
–08.
0
8.
s
ed April 6, 20
11, 2008.
-
0768
, and
a
rket;
h
ip in
c
apita
n
ding
i
ng to
H
erald
r
ket.
08).

-4- UVA-M-0768
There were six major players in India’s passenger-vehicle segment (Table 2).
Table 2. Major players in India’s passenger-vehicle market, percentage of market share, number
of dealers, and sales per dealer, 2008.
Passenger Vehicles
Percentage
of Market Share
Number
of Dealers
Sales (Units)
per Dealer
Maruti Udyog 52.2
580 1,275
Hyundai Motors India Ltd. 19.2
225 800
Tata Motors 16.6
200 1,000
Honda Siel Cars India Ltd. 4.4
NA NA
Ford India Pvt. Ltd. 1.9
125 225
GM NA
100 600
NA = Not available
Note: Dealer comparison numbers are approximate.
Data sources: http://Automobileindia.com (accessed August 10, 2008) and Emkay Research.
Cars were sold via dealer networks, and sales volume depended both on the extent of the
network and the sales per dealer (Table 2). According to a J.D. Power and Associates study of
the Asia Pacific market, Tata’s dealer margins across the various models ranged from 4% to
10%. Another study, by A.T. Kearney, estimated the profit margin of ultra-low-cost cars at 2% to
3%—about USD75 for the USD 2,500 Tata Nano.
1
Dealers received further discounts if they
paid cash up front to Tata—amounting to about 1% of the full dealer cost. Although Tata Motors
did not disclose its contribution margins, the case writers’ estimate is about 15%.
Used cars
In the months leading up to the Nano’s highly touted launch, used car sales in India had
fallen considerably. The price of a used Maruti 800—arguably the Nano’s closest competitor—
fell 30%, Autoblog reported. “Indian car buyers apparently are not dumb,” the article stated.
“Why buy a new or used car today when you can wait until the end of the year and get a new
Tata Nano for much less?”
2
Two- and three-wheelers
In 2007, India’s two-wheeler market was the second-largest globally, with almost eight
million in total units sold (Figure 1). By 2011, two-wheeler production was forecast to approach
18 million units. A typical motorbike cost about INR37,000 (one-third the cost of a Nano).
1
Stephan Mayer and Ruediger Plaines, “Mega Market for Ultra-Low-Cost Cars: Focusing on Customers in
Developing Markets,” A.T. Kearney, Inc., 2008.
2
John Neff, “Tata Nano Tanking Used Car Market in India,” February 8, 2008, http://www.autoblog.com/
2008/02/08/tata-nano-tanking-used-car-market-in-india/ (accessed April 6, 2009).

-5- UVA-M-0768
Manufacturers included Bajaj Auto, Hero Honda, TVS Motor, Yamaha Motor, and Kinetic.
Table 3 shows the types of vehicles in this class and their fuel efficiency, cost, and top speed.
Table 3. Types of two-wheelers available in India.
3
Vehicle
Gas mileage
(km/liter) Cost (INR) Market Speed (kph)
Moped, mokick, or
step-thru
55–70 15,000–40,000
Teens, the elderly,
and city riders
40–45
Scooterette/mini 55 20,000–25,000 City riders, students 65
Scooter 40–60 25,000–50,000
Popular with women,
city riders; longer
rides possible
70 and up
Motorcycle Up to 70 35,000–75,000
Primarily a style
choice; more popular
with men
80 and up
Enfields Diesel Bullet
(India’s only diesel
two-wheeler)
66 65,000
Seekers of “India’s
Harley-Davidson”
80 and up
Source: Created by case writer.
Bajaj Auto also dominated the market for passenger-carrying three-wheelers, commonly
called “auto rickshaws.” Often used for transporting small cargo loads, these vehicles had earlier
faced competition from the Tata Ace, as well as from Piaggio’s Ape Truk, a four-wheeled cargo
carrier. Just months before the Nano’s launch, rickshaw drivers had begun filing petitions
through their union requesting that they be allowed to drive the Nano under their existing three-
wheeler permits.
Even if Nano manages to convert 10% of the two-wheeler market of about seven
million, it will have almost 50% share of the car market [Figure 1]. Nano may
lead to a 20% reduction in prices of two-wheelers and a 35% decline in prices of
secondhand cars, according to industry chamber ASSOCHAM.
4
Aman Verma, a Hero Honda showroom manager in East Delhi, expected two-wheeler
sales to remain strong. “Nano may give a lot of people a chance to own a car,” Verma said. “But
more than fixed price, it’s the variable cost of maintenance, fuel, and spare parts, where the two-
wheeler sector has an edge.”
“A car is much more suitable, safer, and a comfortable option than a two-wheeler, but in
a cost-conscious nation like India, there will always be a place for a two-wheeler,” said another
two-wheeler dealer. “There will not be a large-scale migration to the Nano. Both the bike and the
entry-level car segment would have its own niche customers in future.”
3
1 kilometer = 0.62 miles; 1 liter = 0.26 gallons; kph = kilometers per hour.
4
“Is the Two-Wheeler Segment Dreading the Nano Effect?” http://nanocar.wordpress.com/2008/01/15/is-the-
two-wheeler-segment-dreading-the-nano-effect/ (accessed April 6, 2009).

-6- UVA-M-0768
The Tata Nano
Nano is expected to change the automobile market in India. It would cater to a
typical middle-income Indian family of four who wants to avoid rain, wind, and
dust … It’s freedom for four.
—Dilip Chenoy, Society of India Automobile Manufacturers
What must you forgo for USD2,500? Air-conditioning. Power steering. Power windows.
A tachometer. Dual windshield wipers. But the cost savings in creating a USD2,500 car did not
result only from such omissions. Rather, Tata sought the bulk of its cost savings in a streamlined
modular design in which many components served more than one function. Perhaps most
notably, the car’s component parts could be built at separate facilities and shipped for local
manufacture. Even village garages could assemble it, creating a unique distribution channel for
rural areas. In that way, the Nano was a kit car, said Tata Group Chairman Ratan Tata:
A bunch of entrepreneurs could establish an assembly operation, and Tata Motors
would train their people, would oversee their quality assurance, and they would
become satellite assembly operations for us. So we would create entrepreneurs
across the country that would produce the car. We would produce the mass items
and ship it to them as kits. That is my idea of dispersing wealth. The service
person would be like an insurance agent who would be trained, have a cell phone
and scooter, and would be assigned to a set of customers.
5
At the start of the launch, Tata expected that its new 1,500-crore plant at Singur in West
Bengal would handle the bulk of the manufacturing; but construction was put on hold after
significant protest from area farmers whose land the government had appropriated for the project
without compensation. In response, Tata elected to shift production to another facility, and to
reduce its initial run from 40,000 to 10,000 cars per month during the first few months of
production.
6
Between 2003, when development began, and mid-2008, the cost of raw materials to
assemble the Nano had risen from 13% to 23% of retail selling price, compared with a 7% cost
for the average U.S. automobile.
7
Even before this cost spike, however, the company had
planned to use reverse auctions to lower parts costs. It set a rejection rate of less than 100 parts
per million and expected to reduce warranty costs tenfold. (Note: Automobile margins were
typically 10% to 15% on spare parts for dealers and 20% to 25% for Tata Motors; for normal
servicing, the dealer margin was about 4% to 10%).
5
John Hagel and John Seely Brown, “Learning from Tata’s Nano,” BusinessWeek, February 27, 2008,
http://www.businessweek.com/innovate/content/feb2008/id20080227_377233.htm (accessed April 6, 2009).
6
Irwin Greenstein, “Steer Clear of Tata Motors,” September 8, 2008, http://seekingalpha.com/article/94424-
steer-clear-of-tata-motors (accessed April 6, 2009).
7
Nelson Ireson, “Rising Costs Could Eat Tata Nano’s Profits,” Motor Authority, August 5, 2008.

-7- UVA-M-0768
In all, 90% of the Nano’s components were outsourced, and about 75% were single-
sourced. Tata engaged 100 subcontractors, signing them to long-term volume contracts rather
than annual contracts. Half these vendors were to be co-located in a manufacturing park adjacent
to Tata’s Singur plant—occupying a portion of the 950-acre property the government had made
available to the cooperative enterprise.
Critics questioned whether the low price meant the vehicle was of low quality. But one
Tata vendor credited the company with designing from scratch, saying it precluded “dumbing
down” the engineering: “There are so many legacy costs built into a design, and trying to
engineer those out is difficult. It’s better to start with a clean sheet of paper and engineer low
costs in.”
8
Tata’s original plan was to produce 350,000 Nanos the first year; it had plans to set up
three additional plants to achieve its goal of selling one million units annually.
Competitive Response
“Small cars have always been popular in India, even when oil prices were low,” said
automobile industry analyst Ashvin Chotai.
9
Indeed, previous low-cost, high-efficiency car
launches had met with success: The Indian government had collaborated with Japanese auto
giant Suzuki Motor Corporation to release the mini Maruti 800 in the 1980s; in 2008, at the time
of the Nano’s release, the Maruti 800 retailed at USD5,000. Hyundai and Suzuki each
manufactured up to one million subcompact cars in India in 2007, and they had plans to expand.
Renault, Nissan, and Bajaj Auto were already exploring whether a USD3,000 automobile was
possible.
But Maruti was in no rush to reach lower than its Maruti 800 at USD5,000. “Our thinking
is that a consumer who is looking to buy a Maruti 800 or Maruti Alto will never settle for the
Tata car because of the difference in value propositions that the respective cars offer,” said
Maruti Suzuki India Ltd. Managing Director Shinzo Nakanishi. “In any case, the impact of the
car will be felt more in the two-wheeler segment, and every Tata 1 lakh owner will be a potential
buyer of our cars.”
10
“India is a growing economy and so people will buy cars,” said Krish Krishnan, who
managed a green investment firm called Green Ventures. “It is a good thing that they will
perhaps be buying a smaller car which is complying with more stringent norms rather than a
much larger car or a two-wheeler that follows less stringent norms.”
11
8
Timmons.
9
Rina Chandran, “Tata Motors’s $2,500 Car to Put India on Global Autos Map,” Hindustan Times, January 11,
2008.
10
“We Can’t Make a 1 Lakh Car: Maruti,” Express News Service, January 10, 2008,
http://www.expressindia.com/latest-news/We-cant-make-a-1lakh-car-Maruti/259919/ (accessed April 6, 2009).
10
“We Can’t Make a 1 Lakh Car: Maruti,” Express News Service, January 10, 2008,
http://www.expressindia.com/latest-news/We-cant-make-a-1lakh-car-Maruti/259919/ (accessed April 6, 2009).
11
Chandran.

-8- UVA-M-0768
Tata Dealer Response
In spring 2008, Tata dealers expressed excitement about the Nano, saying many
customers had already inquired about it. One dealer characterized the market as middle-class
families and college students. “Almost 50% of college-going students go for a bike,” he said,
“which costs around a minimum of 40,000 to 50,000 rupees, and they don’t worry to shell out
50,000 more if they are getting a more comfortable, safe, and spacious journey. Families would
no doubt feel the same way.” Although two-wheelers offered twice as many miles to the gallon,
“safety and comfort are the key words that Tata Nano assures, which is the driving force for the
success of this car.”
Another dealer cited the car’s attractive design as a selling point: “The car has great looks
and is cute, which is very much appealing to middle-class families and students.” Still, he
conceded that price was the Nano’s chief appeal. “Pricing the car that low is the biggest plus
point, and I don’t think any [other] car company in the world can perform such a feat of low cost
and efficient use of labor and raw materials.”
In response to criticism that that Tata’s overall sales-satisfaction index ranked the
company below the industry average,
12
Tata dealers mentioned that they were going to increase
the number of service stations and outlets in few months and concentrate on this aspect keenly.
The Nano would also be a viable alternative to a used car, some dealers said. “As it is,”
said a Karol Bagh dealer of used Marutis, “there are no buyers for the 95–96 model. They sell for
just [INR]25,000 and [are] mostly picked up by scrap dealers.” “Nano could surely put a dent in
the secondhand car market for even newer models,” said another dealer.
Where the Rubber Meets the Road
Would India’s growing middle class see the Nano as the optimal transportation solution?
According to a research report by the Credit Rating and Information Services of India Ltd., the
Nano could expand the number of households that could afford a car by 65%. “The on-road price
for a Nano is expected to be in the region of [INR]1.3 lakh. This brings down the cost of
ownership of an entry-level car in India by 30%, making a new car affordable to families with
income level of [INR]2 lakh,” the report stated.
13
As the Tata Nano began to hit the streets, so did newspaper articles and editorials
decrying the “people’s car” as an environmental “nightmare.” “When you lower the price that
drastically, how will you be able to meet safety and emissions standards?” asked Anumita Roy
12
J.D. Power Asia Pacific 2007 Sales Satisfaction Index (SSI) Study, J.D. Power and Associates.
13
Arunawa Biswas, “Is the Two Wheeler Segment Dreading the (El)-Nano effect?” Economic Times, January
10, 2008.

-9- UVA-M-0768
Choudhury of the Centre for Science and Environment in New Delhi. “It’s just not sustainable,
whether from an environmental point of view or in terms of congestion.”
14
In the New York Times, author Thomas Friedman pleaded with India to address public
transportation issues rather than replicating U.S. traffic and pollution woes:
If [India] applied itself to green mass-transit solutions for countries with
exploding middle classes, it would be a gift for itself and the world. To do that it
must leapfrog … It will also be an India that gives us cheap answers to big
problems—rather than cheap copies of our worst habits.
Still, customers flocked to Tata dealerships, eager to see the latest model. “I would
definitely consider buying the Nano as the cost of the car fits my pocket,” said one consumer, an
IT professional with a multinational corporation in Gurgaon who travels every day in a Bajaj
Pulsar. “And above all it gives good mileage.”
14
Reuters, “What’s Good and Not So Good About the Tata Nano,” January 8, 2008,
http://www.financialexpress.com/news/Whats-good-ansd-notsogood-about-Tatas-1-lakh-car/259077/ (accessed
April 6, 2009).