View
165
Download
0
Embed Size (px)
DESCRIPTION
Tata Nano: Consumer's Post Purchase Behavior Corporation, disampaikan pada mata kuliah Marketing Management, Airlangga University, membahas teori disonansi pasca pembelian
Citation preview
Consumer’s Post Purchase Behaviour Corporation
M.Yusuf K Wardhany 041314353003 Rachma Dessidianti 041314353036 Ifril Rachman 041314353046 Rosalina Linda Susanti 041314353009 Ivan Giovanni 041314353020
TATA NANO
ABSTRACT Tata Nano, World cheapest Car vroomed on March 23rd 2009 Few question arose
conceptualisation of the TataNano car and the roadblocks during its production
discuss the dissonance levels in new products
• understand the conceptualisation and analyse the causes and concerns in taking the car from drawing board to board room to the shop floor
• debate on whether the introduction of Tata Nano would herald the new age of
small cars and whether India can become the hub for small cars • understand the bottlenecks involved in the production of Tata Nano and
critically examine the influence of those bottlenecks • debate on the success of Tata Nano car in the wake of consumers’ post-
purchase perceptions and assess their levels of dissonance • raise a general debate on addressing all the possible cognitive dissonance
touch points in the case of new products – launched either by an existing and established company or a new company.
OBJECTIVES
“I observed families riding on two-wheelers, the father driving the scooter, his young kid standing in front of him, his wife seated behind him holding a little baby. It led me to wonder whether one could conceive of a safe, affordable, all-weather form of transport for such a family. Tata Motors‘ engineers & designers gave their all in 4 years to realize this goal. Today, we indeed have a People's Car, which is affordable & yet built to meet safety requirements & emission norms, to be fuel efficient & low on emissions. We are happy to present the People's Car to India & we hope it brings the joy, pride & utility of owning a car to many families who need personal mobility.”
INTRODUCTION
Conceptualisation of Nano
2003
January 10th, 2008
2009 23rd 2009
First media appearance of Nano
Nano rolled out to the masses
at 9th Annual Delhi Auto Expo, Ratan Tata published the small car – Nano as India’s first contribution to the global automobile industry, the world’s cheapest car
Tata Nano – World's Cheapest Car:���Causes and Concerns
“It is a ground breaking product”, Ford’s executive vice president, John Parker said. “the Nano will cause people to think differently about the car, I have a lot of respect for Tata.”
• Anand Mahindra, managing director for Mahindra & Mahindra, Tata Motors primary competitor, ”I think it’s moment of history and I’m delighted an Indian company is leading the way.”
• Shinzo Nakanishi, managing director of Maruti Suzuki, India, “We don’t know how to make a 1-lakh car unless we sacrifice something.”
• The Times of India carried an article “Tata reinvents the wheel”
• Financial Times, UK called it “The new Model T”
From Conceptualisation to the Making of a Miracle • Ratan Tata want to make a low-cost
car and be a mode of transportation in India : a small car
• First mule with a engine of 20 bhp &
engine capacity 554 cc, it couldn’t meet the requirement
• Further, increased to 27 bhp &
engine capacity 586 cc • By 2006, Nano first prototype ‘alpha’ was tested, with redesigned die-cast engine of 624 cc & 37 bhp
Next big challenge • cost reduction in entire process
include material, components, design & human resources without compromising on quality, performance & style
• persuade vendors to produce components at low costs by forced suppliers to re-streamline their entire process to meet specifications of cost, performance & safety regulations
• West Bengal government made Ratan Tata to announce the launch of the small car project at Singur
Small Car – Big Hopes: The Outcome of Tata Nano Amid All the Roadblocks
• Since the West Bengal government alloted land for Nano project at Singur in August 2008, the issue was politicised by the opposition leader
• They demanded the
return of 400 acres of farmer’s land
Further, the presentation of Nano Europa (variant targeted for int’l markets) at the 79th Geneva Motor Show on March 3rd 2009, stimulated global interest about small car
“We don’t want customers to wait for the car, as my friend (Fiat chairman Luca Cordero) Montezemolo said in Paris, waiting to buy a car is like waiting for a pretty woman. If you wait too long, she might get old an fat.”
Nano Variants with Features Items/Variants Nano
Standard Nano Delux CX Nano Luxury LX
AC with Heater - Yes Yes Front Power Windows - - Yes Cup Holders in Front Console - - Yes IRVM Plain Plain Antiglare
Gear Shift Console Basic Basic High End Console with Provision for Mobile
Charger Magazine and coin Holder on all doors - - Moulded Door Trim
Map pocket Integral with Driver & Codriver Seat
Fabric pocket Fabric pocket Separate plastic trim
Front Seat Headrests Integrated Integrated Integrated
Rear Seat Headrests - Integrated (With Nap Rests)
Integrated (With Nap Rests)
Items/Variants Nano Standard Nano Delux CX Nano Luxury LX Sunvisor on Driver & Passenger side Yes Yes Yes
Driver Seat with Slider Yes Yes (With Recliner) Yes (With Recliner)
Passenger side Seat with Slider - Yes (With Recliner) Yes (With Recliner)
Front assist grips Yes Yes Yes Rear assist grips Yes Yes Yes
Head lamp levelling Integral feature
through innovative suspension design
Integral feature through innovative suspension design
Integral feature through innovative suspension design
Low Fuel Warning Lamp Yes Yes Yes
Rear Seat Folding Yes Yes Yes
Intrusion beam Integral feature
through innovative door system design
Integral feature through innovative door system design
Integral feature through innovative door system design
Small Car – Big Hopes: The Outcome of Tata Nano Amid All the Roadblocks
• Marketing strategies focused on viral marketing, innovative public relations, web search, limited print and other media advertising
• Marketing innovation with an interactive website – http://tatanano.inservices.tatamotors.com/
• Its booking on the website was open from April 9th to April 23rd 2009; the delivery began in early July 2009
• Applications for booking of the car would be available in 30000 locations in 1000 cities across India
• Car can be booked by just paying Rs 2999 upfront while the rest by loan
Annexure I (b): Questionnaire's Intended Content Product - price performance
Experience with the Dealer/���Customer Service
Buying Decision
Following up With Nano's Developments during the
announcement - booking-delivery stage
Delivery Product Experience
Tata Nano
Brand Loyalty
1
2
3 4
5
Annexure I (a): Questionnaire SI. No. Data Field Response
1 Name 2 Age 3 Occupation / Profession 4 Annual Income 5 Previously-Owned Personal Transportaton (a) Car/Cars (b) Bike 6 Currently owning cars (a) (b) 7 Used Tata's passanger cars (Indica, Indigo) before 8 Came to know first about Tata's Nano through 9 Decided to buy when 10 Was following up on the Nano's developments 11 Reacting to the Nano's developments 12 Took the delivery of Nano on, from (the dealer): 13 How was the booking and delivery process 14 Had been using Nano for: 15 How was CRM from the dealer 16 How has been the experience of driving Nano
17 What you wish Nano would have had/ ���Nano could have given you
18 Would you recommend Nano to someone (a) 200% (b) 100%���(c) 50% (d) No
Tata Nano – Common Man's car – Uncommon Percep4ons
• Customer 2
Tata Nano – Common Man's car – Uncommon Percep4ons
• Customer 3
Tata Nano – Common Man's car – Uncommon Percep4ons
• Customer 4
Tata Nano – Common Man's car – Uncommon Percep4ons
• Customer 5
Tata Nano – Common Man's car – Uncommon Percep4ons
• Customer 6
Tata Nano – Common Man's car – Uncommon Percep4ons
• Customer 7
Tata Nano – Common Man's car – Uncommon Percep4ons
• Customer 8
The RoadAhead
• Despite the buzz created by the Nano as the cheapest car, the customer’s perceptions are mixed
• At the time this case was published, majority of Tata Nano customers are not from ‘scooter migrators’
• The prime suspect is the price • On March 8th 2010, Tata launched a customer service
initiative • It comprised of 24x7 on-road assistance, fast repairing
service, etc
Annexure II: Tata Nano: Consumer's Profiles and Perception
Customer Name Om Prakash Jain
Jain Kumar Agarwal
Satish���Desai K.S.Rao Dr.Shyam
Sunder Dr.Gayatri
Devi Kamala
Srinivasan M.Sita Age 60 45 51 70 50 40 55 34 Occupation Business Business Business Consultant Consultant
Physician Ayurvedic Physician
Retd. School Teacher
Resource Manager
Annual Income���in INR Lakhs,���Per annum
2.5 4-5 5-6 10 8 2 1 3
Previously-Owned vehicles for Personal Transportaton
Honda Activa Bajaj Chetak Cars Hyundai Accent Cars No
Hero Honda Bike, Maruti
800 Bike
Currently owning others cars
Maruti Alto, Maruti Swift Maruti 800
Cevrolet Optra, Maruti Esteem
Maruti SX4 Honda City No No No
Used Tata's vehicles earlier
Indica���for 2 yrs No Tata Estate No No No No No
First info about Nano
Auto Expo���Jan 8th 2008
Auto Expo���Jan 8th 2008
Media Media Media Auto Expo���
Jan 8th 2008
Media Media
Decided to buy when ?
At the moment of its
launch
At the opening of Bookings
When announced
the allotment
When Booking Started
Auto Expo���Jan 8th 2008
At the time���of its launch
Booking started
Booking started
Was following up on the Nano's developments
Yes Yes Yes From the beginning Yes Yes Yes Yes
Reacting to the Nano's developments
Had faith in���TATAs since���
50 years
Publicity-occupying
1000 acres of land
No���Comments Yes No issues
Prestigious issue for
Ratan Tata Positive Faith in Brand
TATA
Annexure II: Tata Nano: Consumer's Profiles and Perception Got the car on - Dealer: Malik Cars, Banjara Hills, Hyderabad
September���27th 2009
December���11th 2009
August���17th 2009
September���11th 2009
1st week of January
2010 January���
2nd 2009 November���
2009 September���28th 2009
Model of Nano���(Basic, CX, LX) LX LX LX LX LX LX CX LX
Cost of Nano���(in INR Lakhs) >2 >2 2.08 2.08 2.06 2.03 1.85 2.08
Hassles in the booking and���delivery process
Hassel were from SBI
(Banker Side) But the
Dealer helped
Delays in financial
matters from delaer
Comfortable, no hassles Hassel Free No Hassel free
good Prompt Excellent
Had been using Nano for 4 months 2 months 6 months 2 months 3 weeks 3 weeks 3 months 3 months
CRM from the���dealer Good Not Good Good Excellent Good Excellent Good Not up to
expectation Nano's driving Experience Beautiful Not Good Great Mixed Good Fabulous Nice Easy to
handle
Wish Nano could had
Provision for Music
System
Side Vision mirrors without Pillars
High end version with
5 gears, Accesibility
to rear engine
Accesibility for engine,
Better interiors, Standard fitments
Sans Rumble, Space for Luggage,
Power steering
Reduce the height levels of the seats
and the luggage space
Provison of Dickey
Luggage space, left
view mirror
Level of confidence in recommending it to others
100% 0% 200%���
100% for���first time���
buyers Yes 200% 100% 200% 100%
The RoadAhead
Launching this initiative, the President of Passenger Cars at Tata, Rajiv Dube said, “ We want to create deeper customer connect and believe that through Tata Motors Service Edge, we will achive greater levels of satisfaction.”