It Could Have Rained Nanos
Sure the Tatas have had their share of tough n’ rough times with the Nano, and they buggered up with the advertising as well. That means there was extremely insufficient advertising, and never at the right time. It just struck me, what stopped them from making a kick-ass tv commercial for the monsoon season. Am sure for bikers riding through heavy rains, praying you don’t skid, getting drenched less in rain water and more in dirty water that cars and trucks splash at you would have made for a compelling reason to buy a Nano.!
Why, then, didn’t they think of it before? They really could have made it rain Nanos this season.
Good point….but guess their brand positioning ws more to do with a small family car….so they always stressed on hw much of space, mileage, etc. But when it didn’t work, they shld’ve revamped their ads like u mentioned in the blog!
Thanks for the comment Su.! It is a little frustrating to see a great product like the Nano not get its due. Btw, check out the Tata Pixel, it’s a real cool concept car showcased at the 2011 Geneva Motor Show.
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Sheshank Reddy S
It’s not too late to change positioning. The Nano is, potentially, the Vespa, Mini or Cinquecento of our generation (affordable, easy and fun). Long before these brands became what they are.
I saw two black Range Rovers parked outside the office the other day, next a yellow Nano and was trying to imagine if we could fit, into the car park, all the Nanos you can buy with Range Rover money. That kind of affordability combined with the sheer ease of driving the thing (maneouvre, park, etc) makes this car really fun and no-nonsense.
Unfortunately, the positioning does nothing to drive aspiration. Young, fun and irreverent: it is not. Tata should, probably, take a look at the old Bajaj ads (Sunny Zip, Caliber “Puppy”).
During my correspondence with TAMO last year, to my suggestion, they replied mentioning an ad showing a couple in a Nano enjoying a private moment while another couple on a bike watching on while getting drenched. I’d seen that ad and told them it didn’t have any impact. I inquired why they hadn’t gone all-guns, explicitly depicting vehicles splashing dirty water on riders, etc. They replied saying they didn’t want to hurt sentiments of bike owners. WhaTheNoodles.! I mean, look at Timex ads, they’re more than bold and blunt with the ‘move-on’ ads.
Another suggestion I made was that a lot of us would haved loved to own a car that came with a custom paintjob from the manufacturer. It’s usually the stuff that comes with a Rolls (custom paint, interiors, the works), but it really wouldn’t take so much to get it done with the Nano either (just the paint bit). You buy a Nano, go to a screen, select from options, mix-n-match, create, or upload a custom paintjob request. And, you have a fun-custom-painted Nano. What more could a college-goer or young exec ask for anyway, right?
Worst bit with their positioning, they’ve been knocking on the wrong door. Families don’t fit even into Swifts and A-Stars. Hell, I have a problem sitting comfortably in the backseat of my car. They should be looking at college-goers, first-job folk, or even just the newly married.
While it’s never too late, it’s long overdue.