How to sell Tata Nano

So now that world's cheapest car Tata Nano has been launched its time for marketing's role to come in play. How will Tata sell the ...

So now that world's cheapest car Tata Nano has been launched its time for marketing's role to come in play. How will Tata sell the car what should be the tagline and what should be the positioning. Mint went to some of the ad industry experts and they came out with a lot of different takes on this with ideas ranging from
Positioning
  • “Small car for people with big dreams”.
  • "the intelligent machine"
  • "People’s Car" and my own personal favourite
  • "Less is More" Minimal use of resources for maximum living.
Tagline
  • Chhoti Car, Badhe Sapne (little car, big dreams).
  • The Smart Car
  • Azadi Ki Dusri Lehar (second wave of freedom).
  • Less is More.
My own favourite is the less is more version. Most of them said they would want to steer clear of pitching the Rs 1 lakh car as an entry-level car or as anything too extravagant like other car ads but i wonder whether it will need an advertising blitz since it has already generated lot of PR both positive and negative and TATA can actually use word of mouth as a better option.
Update:
If we look at today's print campaign it is based on dispelling all the security and environmental concerns and seems to have the theme "Change the way India travels" but this is just the start the car is likely to be commercially launched only by mid 2008 only and the campaign will definitely change (via Mint )
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3 comments

Jack said...

Chhoti Car, Badhe Sapne (little car, big dreams). The dream is come true. I think Nano is sell in small city. I like its look & feel and main thing is it is a tata procduct

raghava said...

Chhoti Car, Badhe Sapne (little car, big dreams).I'm very much exited to have a test drive of NANO. all the products definitely have an emotional attachment with indians.i'm really proud to be an indian

Mayur Vaghasia said...

visit http://marketing26.blogspot.com/ for more info.

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