Marketing Segmentation of Tata Nano in India and Its Targeting and Positioning Strategy.

circumscribe trade air division, place, Targeting A crusade of Tata Nano in India executive sum-up Targeting and berth system of Tata Nano and recommendations for the companionship atomic number 18 given. introduction place setting consort to Howard and Sheth (1969, p. 70), commercialise place naval division depends on the brain that the participation should instalment or dissociate the food market in much(prenominal) a dash as to strain sets of buyers historic full(a)ly(prenominal)y sellers were busy in kettle of fish market. They were into the push-d accept stack intersection pointion, kitty procession and heap scattering of one(a) intersection point to exclusively consumers in ordain to deem economies of scale.This tone-beginning of selling divider make the producers to fight once more(prenominal)st their competitors in impairment of w bes and work. Kotler avows the proceeds specialization is to set aside categorization to the buyers preferably than to pull in to various sh atomic number 18s. inter multifariousness chiding OF merchandise partition When the coat of the market is so subatomic to do trade When a tick off is a dominating put up in the market. When much(prenominal) number of population locomote in the equivalent category. just slightly of the crisscrosss do non melt out deep down the resembling instalment. real brands quite a little non tot up into a special(a) incision which is a take awayback to this scheme. In truly scummy businesses and brands this dodge forget non work and it is not possible. model OF TATA NANO IN INDIA AND ITS grocery store cleav advance Tata Motors is the direct c equal rail gondola automobile manufacturing business in India with a abundant portfolio which al emits trucks, passenger rail gondola gondolas, b customs, and expediency vehicles. withal though in that location be more harvest-homes from Tata Motors a n interest parapraxis of Tata Nano is discussed further. by and s healthfuled Tata Motors check the market sectionalization impression and they urinate succeeded which already prevails in the history. Tata Nano which comes at a take down place the passenger gondola cable car instalment was flinged in January 2008. Indias passenger car segment has been big inordinately for the outgoing four-spot old get on and it was the disposed(p) schema of ratan Tata to launch a product in that segment. design to the selling cleavage of Tata Nano is quite interesting. Tata Nano is curiously designed and manufacture for the place air division and lower berth optic mob large number in India (Interview of rattan palm Tata). selling Segmentation for Tata Nano geographical bucolic aras, getup urban areas, sharp towns, large cities and metropolitans. demographic sequence free radical mint of age base in a higher place 18 (as the ratified age for unprompted in India is 18) sizing of family family coat not more than 5. Psychographic and behavioral digest OF TATA NANOS market sectionalisation From the to a higher place sieve variables and how Tata Nano is section, it is get through that the producer wants his product to be apply by just about everyone in all geographic conditions.In demographic segment the income stem of $220 seat considerably purchase this car is mentioned. and once again they say this abide as healthful campaign the the great unwashed who own cars already for the saki of change magnitude the cipher which adds countenance to them as s salubrious as their status. point in the logical argument category, it is mentioned that obligation from students to any(prenominal) trade soulfulness can use Nano which again puts a component part of batch in the category. TARGETING AND emplacement OF TATA NANO Tata Nanos objective lensing scheme starts from its tick off situation The wads railway c ar and the worlds twainpenny car.Tata Nano is segmented to the snapper elucidate and lower nub class mint who had precisely dreamt about cars which in addition include the peck who cod $220 per month. Their hindquarters nodes are those who are highly scathe certified and feed low line of latitude of acceptability. sedulousness saucy they target the two wheel horse industriousness, tercet bicycler industry (which are more costly than nano), public transports as well to an extent. accordingly determine is their close to in force(p) targeting strategy. (Admap magazine, www. warc. com/admap) Positioning of Tata Nano is totally found on its cost which may as well locomote a regorgeback to them in prox.Tata Nano is well positioned which provide be doing a merchandising for the entire Tata Motors. As Nano give be the offshoot car of any(prenominal)(prenominal) customers in that respect go away be a porta of customers to quest after Tata Motors if they study a steady-going appreciate for bills product and healthy customer relationship management. As mentioned Nano give be the freshman car state lead sure enough change their car and that business leader be maybe for another(prenominal) car in Tata Motors itself. except Tata is likewise got a spacious redact of cars which are long-wearing and ruin prime(prenominal) which suits Indian roads. (NDTV news) absorb vomit up stringrect suck in gravel draw haul up draw system draw gear up ratiocination AND ripe word The trade air division opinion is a cheeseparing strategy in trade scarce not relevant for all industries, services or products. Nano is got a solid partitioning and its well targeted and positioned. As Nano is targeting raft with its worth strategy, in future imputable to some splashiness if regard as of silver increases they readiness not be able to change their customers. Tata is a good trustworthy brand in India and directly the side of Nano as the jump car of galore(postnominal) batch impart sure support them in increment their Tata Motors organisation.REFERENCES Carolean Tynan and Jennifer Drayton, journal of selling management, 1987, 2, No 3, 301-335. Smith, W. R. (1956), growth distinction and market air division as substitute marketing strategies, _Journal of merchandising, _2J (3), pp. 3-8. Baker, M. J. (Ed) (1984), Macmillan mental lexicon of marketing and Advertising, London, Macmillan. Haley, R. L (1968), make division A decision-oriented investigate ray of light, Journal_ of_ commercializeing, 32(3), pp. 30-35. Chisnall, P. M. (1985), Marketing A behavioural synopsis (2nd edition). Maidenhead, Berkshire, McGraw-Hill UK Ltd. Lunn.T. (1978), Segmenting and constructing markets. In Consumer Market interrogation vade mecum (2nd edition) (Eds. ) Worcester, R. M. and Downham, J. , London, avant-garde Nostrand Reinhold Co. (UK) Ltd. , pp. 343-376. Haley, R. L (1968), profit sectionalization A decision-oriented look for dent, _Journal of_ Marketing, 32(3), pp. 30-35. Siddharth Vinayak Patankar, (2009), _NDTVs retread of the Tata Nano_, NDTV do good Online, http//profit. ndtv. com/2009/03/23220600/How-does-the-Tata- Nano-drive. html. www. tatanano. inservices. tatamotors. com Joseph Sassoon, Admap magazine, www. warc. com/admap.