If you want to cut a tree in ten hours then sharpen the axe for nine hours. Tata Nano’s catastrophic failure in terms of product positioning clearly acumen the purpose of my first sentence. Tata motors’ ambitious project on the world’s least expensive car left people around the world hankering to have a glimpse of it in auto expos. The project was unique, leveraged the benefits of being the trendsetter in low cost car market, while the 100 thousand price tag & controversies created the much needed initial hype around the product. People started turning their heads seeing a Nano on the road & everyone consented that this revolutionary product is going to shape the future of four wheeler markets.
So what went wrong?
Tata motors should have done an innovative, extensive and accurate market research in order to understand the demographic & non demographic traits of Indians prior to the launch. The only major USP behind the marketing campaign was the low price tag which caught lots of eyeballs but went awry while catering to the needs & sentiments.
Now that the market dynamics have changed substantially, it has got very few tough measures to survive. The new brand positioning targeted by the “celebrating awesomeness” campaign must adapt to youth sentiments & concerns. Customizing the vehicle and making it an Eco friendly car will serve this awesome purpose & people will take pride in driving a Nano rather than viewing it as a cheap substitute.