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.
Deepak kumar
2nd sem
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