Description
"The Tata Nano: The People’s Car (A) and Maslow’s Hierarchy of Needs" Please respond to the following:
- From the case study, categorize the Nano’s marketing segments that have the greatest influence on its sales. Assume you are the marketing manager at Tata responsible for consumer marketing. In your own words, outline a plan that Tata could implement in order to make the process to purchase the Nano more efficient for potential buyers.
- * One way that marketers use Maslow’s Hierarchy is by identifying their product with a certain level of needs. Marketers use imagery in commercials to motivate customers to satisfy their needs using the company’s product. A great number of companies position their brands to make customers feel like their product or service will make them belong to a certain group or that they will receive social acceptance and respect. However, there are just as many brands that use pitches for reliability and security to make customers feel the companies’ products cover their basic needs. You can find more on this topic can in your textbook on page 20 in section 2-3. From the scenario, analyze each level of Maslow’s hierarchy of needs, and articulate the level which most affects you when making a purchase. Provide support for your rationale by utilizing an example.
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Running head: THE TATA NANO
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The Tata Nano
Name
Professor Name
Course Name
July 15, 2017
THE TATA NANO
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Introduction
The Tata Nano is a car that is sold and manufactured in India. It was designed to
attract the Indian middle class and serve as a replacement for a motorcycle. The price of the
car was initially set at USD 2500(in Indian currency it is Rs 1 lakh).Tata Motors unveiled the
car on January 20, 2008. (Farris, Lemley and Venkatesan, 2009).
Nano’s Marketing Segment
The Nano car was developed to reach the middle-income people of India and hence
fulfill the needs of the maximum Indian consumer. Tata Motors has taken into consideration
family’s capacity and safety of users. It was designed to suit a family of four which is the
average middle-income family size. The company took into consideration all these factors to
reach to the potential customers of the car.
The marketing segment that has the greatest influence on sales is the median age
group people and middle class. Indian has a population of approximately 1.1 billion people
with approximately 20% comprising of middle-class people. ("The Myth Of The Great Indian
Middle Class: Roughly 30 Per Cent of India's Population Still Lives Below the Poverty
Line”, N.p.) Further, the median age of India is 25-year comprising young people. Thus, it
would be better for Tata Nano to target this segment to increase sales. According to United
Nations World Statistics Pocketbook and Statistical Yearbook, 2007 India had 12 motor
vehicle per 1000 people. Further, a vast majority of vehicle that is sold in India is two
wheeled because of its low price and high mileage.Therefore,Nano’s market segment that
would have the greatest influence on sale are median age, middle income people, lower price
and higher mileage of the vehicle.
Implementing Purchase Plan Efficiently
As a marketing manager of Tata Motors, I would device a plan so that sales would
increase with each year and provides maximum satisfaction to the median age and middle-
THE TATA NANO
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income people. A well-planned strategy will form the guiding principle of marketing
procedure. The extensive advertisement of the product is necessary so that it could reach to
the maximum consumer. We can use social media platform like Facebook, WhatsApp,
Instagram, etc. to popularize the product. Also, tv advertisement can be promoted along with
the use of billboards to attract more potential consumer.
Maslow’s Hierarchy
According to Maslow’s theory of hierarchy of needs, people respond differently based
on their level of requirements. (Kinicki and Williams, 2008).It focuses on describing the
stages of growth...