Am sharing a few communication I had with top mgt of Tatamotos at different times in the past 2 yrs. Context the current slump in the sales of Nano - from 8000 nos to 300 in Nov 20101.
From: tony@tkm.co.in
Date: Wed, 16 Jan 2008 15:10:28 +0530
Subject: Many Congrats - nano can be a KAR
To: Mr. Ravi Kant, MD Tata Motors
Dear Respected Sir,
Many many congrats to you and your team for making 'nano' a reality.
As an Indian and more as a former employee of Tata Motors , I feel
extremely proud of this unparalleled achievement.
I saw nano, sat in it, and it felt great.
It should be a KAR not a just a CAR.
Its time that India/ Indians own and offer a product category to the
world in automobiles.I feel Tata Motors, thro' nano can do that for India.
Marketing nano as a KAR will help India and Tata Motors to create and
own a product category which will be different from a conventional car.
This need to done especially in developed and other foreign countries.
This may not have much relevance to us India as a good percentage of nano
buyers will be looking for a car, nothing else.
Kar is just a name - it can be any other appropriate name - but need to
identify as a new category.
Thank you sir for your time .
With Kind Regards,
Daer Ramki, ( 4 Dec 2010)
KAR is parallel to Scooty - not a scooter, not a bike.
KAR as a category will help attract customers fron 2 wheeler
who in my mind sees nano as a poor man's car to which he is not aspiring.
Car is an aspirational product and that can come thro' a new category creation with
a new postioning.
Tahnks again.
best reagrds
tony
Subject: RE: Nano - way forward - an outsiders' comments.
Thanks a lot Tony, for the ideas and the concern. Really appreciate it. Regards, Ramki On 12/02/10 10:48 PM, Tony Augustine wrote: -------------------- Dear Ramki, Greetings. I am reading too many things about Nano and am offering some unsolicited comments. Please don't mistake me, am not advising. Just some observations which may help. Just delete if its of no use . Am a Nano owner and my parents use it and are very happy. Am a curiosity buyer and there are many who bought like that. That market is getting over and that may explain the current drop in numbers and for some reason the real customers have not come into play from semi urban and rural areas. To my mind Semi urban and rural customers ape what happens in the city if its affordable to them. Therefore, to capture rural market , some good visibility in cities is a must. Now how can we make that happen. Curiosity buyers in cities are almost over. Therefore , we have to find a segment that sees merit in this product, but runs in cities. At the risk of displeasing many at TM, may I suggest that you target the autorickshaw segment as a premium auto. ( am sure this would have been atleast discussed and dropped for a variety of reasons. That is natural but breaking that mind set is the key for numbers) I heard that Gurgoan have started 'call auto ' similar to call taxi. You may explore. This will give the much needed visibility which is key to tap rural/ semi urban market where we should be getting real retail customers. I suggest, to kick start, buy out 50 autos from each mkt and replace them with Nano in 6/8 key cities and them support that from background. ( RTO appvls?) Shift focus to 30/40 key semi urban areas after one month of putting these nanos in city roads. TM dealers may tie up with a few 2 wheeler dealers in these areas if TM lacks distribution. Ramki, it may sound stupid and silly of me to write, but I just had to. I hope it helps. Thanks for your time for reading it. Best wishes Tony Augustine
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