Why India needs a Nano ???

Suhel Seth rightly says, "From a marketing perspective, it has already gone into the lexicon of India's people and the fact that Tata called it a people's car is even more suggestive of the transfer of ownership of the brand from a company to its users: the people. How many brands can claim this? And how many brands have ever used this form of positioning? It is rare in times such as these to avoid paid advertising and yet launch a brand that has a lot riding on it. But then again, Nano is one car that needs no definition. It has been embraced as a vehicle of change but even more critically; as a vehicle of empowerment and it is here that the Tatas have provided that huge leap as it were."

Read More - "Why India needs a Nano?"

Build your own NANO...!!!

Without going to the showroom, now you can decide upon how your Tata Nano should look like. Tata Nano’s website offer’s you to build your own Tata Nano. Customize your Nano as per your preference. The website offers you to customize on colors, wheels, decals, scoop trim etc.

Go and check out yourself!

Visit - Tata Nano

A day before its launch... Tata Nano !!!

Just a day is left, when the most eagerly awaited car, Tata Nano would be launched. Tata Nano holds huge importance not just only for Indian consumers, but also for Tata Motors. Tata Nano has the heavy burden of expectations. Tata Motors expects Nano to turn their fortunes. When I was in Tata Motors, dealers used to ask me in every meeting, “When will Nano get launched?” Moreover, Indian consumers were waiting for this 1 lakh car. Nano brings dreams (of buying a car) of the lower class and middle class families into reality. Tata Nano is already been termed as “People’s car”!

Similar was the feeling among Indians, when Tata Indica was launched as the first indigenously made car.
Following are the similarities between Tata Nano’s launch and Tata Indica’s launch.

Read Here - The Economic Times

Saturn is Dying... !!!

In this recession, when General Motors are into tough times, they have decided to give a planned death to one of biggest sub-brands it used to have, "Saturn".

Saturn was a unique car,launched by GM to compete with the japanese cars. But with time,brand Saturn faded. Declining sales and cash crunch have compelled GM to end the brand "Saturn". If the brand would have been managed well, with all the sources upfront, then Saturn could have been the flagship brand of GM.

Saturn, a great product, a great idea, superb positioning, and a great brand.
Just lost its sheen, as GM didn't handled this brands consistently with time, neither provided it with enough marketing resources.

Saturn is Dying... !!!

In this recession, when General Motors are into tough times, they have decided to give a planned death to one of biggest sub-brands it used to have, "Saturn".

Saturn was a unique car,launched by GM to compete with the japanese cars. But with time,brand Saturn faded. Declining sales and cash crunch have compelled GM to end the brand "Saturn". If the brand would have been managed well, with all the sources upfront, then Saturn could have been the flagship brand of GM.

Saturn, a great product, a great idea, superb positioning, and a great brand.
Just lost its sheen, as GM didn't handled this brand consistently with time, neither provided it with enough marketing resources.

Common Man's Best Friend... Rickshaw !!!

India is growing, its economy is well-stabilized, infrastructure is improving, income levels are raising and the whole world wants to invest in this country. My journey from Kanpur (my birthplace) to Delhi and finally to Bangalore, have seen immense change in terms of city infrastructure, especially transport.

In Kanpur, roads are as slim as the footpaths.Four-lane roads are rarely seen, that to in the very outskirts. Smaller Mahanagar Buses, are as full as a popcorn pack, where men and women are popping out of doors. Moreover, in buses, more likely are the chances of pickpocketing and eve-teasing (Kanpur boasts of it). To add to it, you could never ever find a seat to sit even in your wildest dreams. Thus "Sharing Autos" (Vikram) are prominent mode of transport as they are cheap (literally), quick (just see them driving), and safer (you have to experience that). But, for small distances, Kanpur still depends on "Cycle-Rickshaws". I guess, whole of North-India depends on them.

According to Calvin Trillin of National Geographic, "Most rickshaws serve people "just a notch above poor" who tend to travel short distances. He added that some people use rickshaws as "24 hour ambulance services," as escorts for shoppers, and as a way for businesses to transport goods. Trillin added that children enrolled in schools were the "steadiest" customers. Many middle class families contract with rickshaw pullers to transport their children; a rickshaw puller who transports children becomes a "family retainer.""

The best part about cycle-rickshaws is that, it makes a common man feel as if he is "The King of the Road". Yes, they are damn slow, but its like a elephant-ride of King, who sits alone, and rules the road as well the driver. Moreover they are eco-friendly and cheap. Yes, it doesn't save you completely from the heat of summers and rains. But friends, drenching yourself in rain while travelling, is an experience. Rickshaws are the best-friends of people living in smaller cities.

No matter, how thin a lane is.

No matter, how rough a road is.

Rickshaw would take you there!

But, with times, the cycle-rickshaws are reducing in numbers. And I always felt that my children would never be able to live this experience. Rickshaws are losing the race with times. In more developed cities like Mumbai and Bangalore, rickshaws are banned. Reason, their slow pace affects traffic and it involves excess physical labor.

Sorry Bangaloreans, you are missing the experience of travelling in a rickshaw !

Atleast I miss them!

Common Man's Best Friend... Rickshaw !!!

India is growing, its economy is well-stabilized, infrastructure is improving, income levels are raising and the whole world wants to invest in this country. My journey from Kanpur (my birthplace) to Delhi and finally to Bangalore, have seen immense change in terms of city infrastructure, especially transport. 

In Kanpur, roads are as slim as the footpaths.Four-lane roads are rarely seen, that to in the very outskirts. Smaller Mahanagar Buses, are as full as a popcorn pack, where men and women are popping out of doors. Moreover, in buses, more likely are the chances of pickpocketing and eve-teasing (Kanpur boasts of it). To add to it, you could never ever find a seat to sit even in your wildest dreams. Thus "Sharing Autos" (Vikram) are prominent mode of transport as they are cheap (literally), quick (just see them driving), and safer (you have to experience that). But, for small distances, Kanpur still depends on "Cycle-Rickshaws". I guess, whole of North-India depends on them.

According to Calvin Trillin of National Geographic, "Most rickshaws serve people "just a notch above poor" who tend to travel short distances. He added that some people use rickshaws as "24 hour ambulance services," as escorts for shoppers, and as a way for businesses to transport goods. Trillin added that children enrolled in schools were the "steadiest" customers. Many middle class families contract with rickshaw pullers to transport their children; a rickshaw puller who transports children becomes a "family retainer.""

The best part about cycle-rickshaws is that, it makes a common man feel as if he is "The King of the Road". Yes, they are damn slow, but its like a elephant-ride of King, who sits alone, and rules the road as well the driver. Moreover they are eco-friendly and cheap. Yes, it doesn't save you completely from the heat of summers and rains. But friends, drenching yourself in rain while travelling, is an experience. Rickshaws are the best-friends of people living in smaller cities. 

No matter, how thin a lane is. 

No matter, how rough a road is. 

Rickshaw would take you there!

But, with times, the cycle-rickshaws are reducing in numbers. And I always felt that my children would never be able to live this experience. Rickshaws are losing the race with times. In more developed cities like Mumbai and Bangalore, rickshaws are banned. Reason, their slow pace affects traffic and it involves excess physical labor.

Sorry Bangaloreans, you are missing the experience of travelling in a rickshaw !

Atleast I miss them!

Mahindra XYLO… an answer to Tata Sumo Grande !!!

"Tata Sumo Grande", have you heard of this car before? Yah, I know friends, some may knew it, and some would have never even heard of it. Since, I did my internship in Tata Motors, and was handling specifically Tata Sumo Grande, I know this car in and out.

Tata Sumo Grande was introduced in the market to compete the likes of Chevrolet Tavera, Mahindra Bolero, Mahindra Scorpio and especially Toyota Innova. It was positioned as a mix of SUV and a family car. The major advantage it had was its price. It tried to market itself an SUV with comfort of Toyota Innova, looks of Mahindra Scorpio and Mileage of Chevrolet Tavera at the price of Mahindra Bolero.
The result, it failed miserably !!!

Reason, it tried to target everyone, and hence couldn't satisfy, anyone. Neither SUV lovers as it lacked power and pick-up, nor families as it lacked good interiors and had poor rear suspension(leaf-spring) with almost no luggage space.

Now Mahindra has launched "Mahindra Xylo", on the similar lines of Tata Sumo Grande, as projects itself as a mix of sedan and SUV. The target market is same, competitors are same, positioning is same.

Exteriors are good. It has more power than Sumo Grande and better rear suspension (coil-spring).

Let's see what lies ahead of Xylo!!!

Mahindra XYLO… an answer to Tata Sumo Grande !!!

"Tata Sumo Grande", have you heard of this car before? Yah, I know friends, some may knew it, and some would have never even heard of it. Since, I did my internship in Tata Motors, and was handling specifically Tata Sumo Grande, I know this car in and out.

Tata Sumo Grande was introduced in the market to compete the likes of Chevrolet Tavera, Mahindra Bolero, Mahindra Scorpio and especially Toyota Innova. It was positioned as a mix of SUV and a family car. The major advantage it had was its price. It tried to market itself an SUV with comfort of Toyota Innova, looks of Mahindra Scorpio and Mileage of Chevrolet Tavera at the price of Mahindra Bolero.
The result, it failed miserably !!!

Reason, it tried to target everyone, and hence couldn't satisfy, anyone. Neither SUV lovers as it lacked power and pick-up, nor families as it lacked good interiors and had poor rear suspension(leaf-spring) with almost no luggage space.

Now Mahindra has launched "Mahindra Xylo", on the similar lines of Tata Sumo Grande, as projects itself as a mix of sedan and SUV. The target market is same, competitors are same, positioning is same.

Exteriors are good. It has more power than Sumo Grande and better rear suspension (coil-spring).

Let's see what lies ahead of Xylo!!!

People's Car - Not for people !!!

Tata Nano will be launched soon in months of January to March. But the shocking news is, it would be rolled out in limited quantity. Ravi Kant, the company's managing director announced, "We are looking at something to bring it (out) as fast as possible ... kind of an interim arrangement ... from one of our existing plants. These will be small quantities. Let a few customers at least have a touch and feel of the car."

It’s a risky strategy!
Reason, "First impression, is last impression!"

I believe, Tata Nano should not be launched in a phased approach. Because, if customers found some technical glitch (high probability) in Tata Nano, it will spread the negative word of mouth. Also, all the auto experts would be ready to give reviews on Nano. And if reports would be negative!!! This negative image would lead to sharp fall in the demand of Tata Nano, for the next phase of roll-out.

Tata Motors, have never been famous for product quality. Moreover, questions have already been posed on Tata Nano's safety features. People will rather wait for a better quality product, than a poor product.

Adding to that, it will also give competitors a chance to have "touch and feel of the car". Competitors like Bajaj could also influence in spreading negative word of mouth.

People's Car - Not for people !!!

Tata Nano will be launched soon in months of January to March. But the shocking news is, it would be rolled out in limited quantity. Ravi Kant, the company's managing director announced, "We are looking at something to bring it (out) as fast as possible ... kind of an interim arrangement ... from one of our existing plants. These will be small quantities. Let a few customers at least have a touch and feel of the car."

It’s a risky strategy!
Reason, "First impression, is last impression!"

I believe, Tata Nano should not be launched in a phased approach. Because, if customers found some technical glitch (high probability) in Tata Nano, it will spread the negative word of mouth. Also, all the auto experts would be ready to give reviews on Nano. And if reports would be negative!!! This negative image would lead to sharp fall in the demand of Tata Nano, for the next phase of roll-out.

Tata Motors, have never been famous for product quality. Moreover, questions have already been posed on Tata Nano's safety features. People will rather wait for a better quality product, than a poor product.

Adding to that, it will also give competitors a chance to have "touch and feel of the car". Competitors like Bajaj could also influence in spreading negative word of mouth.

TATA NANO : A Threat ?

Nobel Prize winner and the Chairman of Intergovernmental Panel on Climate Change, Dr.R.K.Pachauri says that TATA NANO is giving him nightmares.Too many vehicles on road will increase emmisions,resulting in further environment instability.Other companies like Suzuki have raised the question that how would NANO fare on the parameters of safety and environment suitability.
Moreover,if Nano will be a success then it would be very easy for every one to buy a car.Nano will be the first car for lower income group.Middle and upper income groups will buy another car for their wives and their other adult family members.Thus imagine,indian roads filled up with so many cars.Already,the roads of India are not very wide,and later on,will result in huge traffic problems.Also,petrol costs are rising high and when so many cars will be there,demand for petrol will increase by leaps and bounds.That too,cars gave mileage of 20-25 km./lt. whereas a bike gives an average of 45-75 km./lt.

Again,our government could be a step ahead,by improving the infrastructure of metros and two-tier cities especially,to reduce future traffic problems.Government could also encourage people to ride more bicycles and bikes.They could also think upon other forms of fuels like bio-diesel to reduce India's dependency on petrol and OPEC countries.