Tata Motors is putting together a new marketing strategy for the world’s cheapest car Nano to increase sales. The company would look at a completely new marketing initiative and re-launch the car. Through this initiative the company expects to sell 15,000 units of Nano per month, next only to Maruti’s Alto and Hyundai’s i10.
The information was shared with a select list of vendors last month. An industry source privy to the details told FE, ?Tata Motors has set an ambitious task of increasing the Nano sales. This forms a part of the company’s core strategy to give the product the right marketing push and reach the target audience,? he said, adding that the target of reaching 1.8 lakh units per year would be difficult.
The vendor meeting, which was held to diffuse vendor and dealer concerns owing to the fledgling sales of the Tata’s iconic car, also elaborated extensively on the company’s plans on Nano. ?The company has been putting together an aggressive brand campaign to push the Nano sales. The fact that Tata Motors required an advertisement campaign in the first place might suggest that not all is well,? the source added.
In a detailed response to FE, a Tata Motors spokesperson though acknowledged that the company had met vendors on December 8 ?as part of the company?s periodic dialogue with vendors?, however denied any plans of re-branding or re-marketing the car. ?We are engaged in the process of aggressively executing the marketing, sales and financing strategy for the Tata Nano, which began with open sales in August 2010,? he said. He added that the company was looking to increase Nano sales but declined to give a specific number.
Last month FE had reported that Tata Motors had roped in global consultancy firm Accenture to review issues pertaining to production, quality standards and supply chain management. Accenture would also identify new growth markets for Tata Motors to resurrect brand Nano and push its sales. To resurrect the Nano sales the company started its first TV commercial for the Nano from December last year.