Discussion post : The Tata nano - The peoples car, marketing homework help

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"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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Comment on the two discussion post below. Hillary Stokes The case study mentions the possibility of the Nano reaching several marketing segments: middle-class, families of four, students, rickshaw drivers, two-wheel drivers, etc. With the severe overpopulation within India, low incomes, and probably the worst transportation system on the planet, Tata’s options of consumer behaviors, demographics, and psyche are extensive. I would state that to influence sales, Tata’s market segmentation should focus on the 65% of households that the Nano will open the doors of vehicle ownership to (Lemley, Farris, Venkatesan, & Kishore, 2012). Though Tata is established in India as one of the best car producers, they have 65% of the population that they have yet to make an effect on through their vehicle production company sector. More research, however, would be required to capture the specific/predominant demographic of this population. Once the demographic is fully identified, it would be easier for the marketing team at Tata to implement streamlined purchasing procedures for this market. Making an assumption that middle-class families, up to four members, will be the focus, the geographics of this market would then need to be determined. As the Nano is easily built and can be done so in both urban and non-urban areas, ability to purchase and take delivery through rural/ subcontracted Tata dealerships would reach more of the population. Recommended Steps for Market Implementation 1. Determine demographic of the “missing 65%”. 2. Identify the geographic (urban/rural) of the predominant demographic. 3. Ensure either rural/sub-contracted Tata dealerships are available within stated geographical regions so to make purchase and delivery of the Nano available to the “missing 65%”. 4. Ensure maintenance facilities are continually available within stated geographical regions of the “missing 65%. In reviewing Maslow’s Hierarchy of Needs (Iacobucci, 2013, pg. 20) the Tata Nano car scenario addresses the markets that are motivated by safety and security. Transportation options across India are plentiful, but not necessarily safe. The price point of the Nano would allow for more consumers to have access to a more secure mode of transportation. The needs of food, water, sleep, and sex are not met by owning a Nano, but if the consumer can afford the fourwheeler, their need of safety while commuting through the insane transportation system of the country is enhanced. Additionally, the Nano is not meant to be a “luxury” car that would meet needs of self-esteem and respect; it is a functional consumer purchase item. Maslow’s need of Safety and Security was also a deciding factor for me when buying my new vehicle. The older I get, I am less worried about the reputation a car will bring me; but traveling the crazy traffic of Dallas, I definitely want something safe. Corenzo According to the case study, in 2005-06 India was the largest and fastest growing car markets in the world. (Lemley, A., & Kishore, N., 2009). This was largely due to a rapidly expanding middle class in India. With a median age of 25 years old, this led to an increase in transportation needs for the citizens of India. I Believe the Nano's market segments were middle class families, college students, drivers who preferred two-wheeled cars, drivers who preferred passenger cars, and residents who could not afford personal transportation. As the Marketing Manager for Tata, I would first identify the sales data for the Indian car market (Sale trends, purchase prices, etc..). Next I would identify the customer data for the Indian car market (Demographics, geography, behavioral, and psychological). After reviewing the data, I would conclude that it wouldn't be cost effective to offer different versions of the Nano to meet every market segment. I would utilize the Breadth Strategy and offer a unique affordable model of the Nano that would appeal to all of the market segments. Although I believe purchasing Tata’s Nano vehicle, could possibly affect most of the different levels of Maslow's Hieracrchy (Iacobucci, 2013, pg. 20). If I was a part of the Indian economy and was looking to purchase the Nano, it would be to meet my security and safety needs. Purchasing the Nano would assist me with getting to and from work, so I could satisfy my need for Food, Water, Sleep, and Sex. Purchasing the Nano could also assist me with visiting long distance love ones, this could help fulfill my need for Friendship, Love, and Belonging. Purchasing the Nano would eliminate the need to walk long distances to work and I would feel proud and this could help fulfill my need for Self-Respect and Self Esteem. However, I believe the most important need that would affect my purchase of the Nano is security and safety. According to the case study, “A car is much more suitable, safer and a comfortable option than a two wheeler”, and it also stated that, “Nano is expected to change the automobile in India. It would cater to a typical middle-income Indian family of four who wants to avoid rain, wind, and dust…Its freedom for four.” (Lemley, A., & Kishore, N., 2009). Having to rely on a two or three wheeler as the primary transportation my family of four wouldn’t make me feel safe and secure. Therefore, I would see the affordable Nano as the solution to keep my family safe as we travel to work and school.
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Please find answer to discussion post.

Running head: THE TATA NANO

1

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...


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