CKB Solutions
  • Home
  • Meet CKB
    • Greg Kovacic, CFA
  • Expertise & Experience
  • Case Studies
    • Corporate Finance
    • Doing Business in China
    • Market & Feasibility Studies
    • Marketing Communications
    • Operations & Organization
    • Strategy & Execution
  • Insights
    • 'Do' Diligence
    • Asia Marcoms M&A3
  • CKBlog
  • Contact Us
  • 中文
    • 关于CKB
    • CKB介绍 >
      • Greg Kovacic, CFA 简历
    • 专业知识与经验
    • 客户案例
    • 联系CKB

Expect product failure when product aspirations and consumer aspirations are not aligned - Tata's Nano in India

11/7/2014

 
Picture
Tata's Nano, launched in 2009 as world's cheapest car with price of 100,000 rupees (£1,400) is getting image makeover because buyers shunned low-budget image.

Nano was launched amid great fanfare as answer to India's aspirational middle classes and appeal to Indian families looking to enter car-buying market.  Problem was consumer aspirations to have car was not aligned with Nano's cheap image. Think Yugo deja vu.  Cheap does not equal quality in people's mind.  Poor quality product can never live up to consumer's aspirations.

Nano is being re-positioned as smart city car following disappointing sales.  "We are now focusing on making it smart city car and targeting young customers."

Future quality improvements for Nano include: power steering options, improved interior and exterior, be available in more colours, and better fuel efficiency.

Source: http://www.bbc.com/news/world-asia-23792196

CKB Solutions is all about real solutions for the real world.  To learn how we can help your business, contact Greg Kovacic in Hong Kong.


Comments are closed.

    Author

    Greg Kovacic is a Director with CKB Solutions in Hong Kong. He advises senior executives and entrepreneurs on strategy, corporate finance, operations and marketing with a focus on crafting real solutions for the real world.  
    You can contact Greg at: greg@ckbsolutions.com

    View my profile on LinkedIn

    Categories

    All
    Accounting Shenanigans
    Bad Marketing 101
    Brand Building 101
    Bright Ideas
    China Business
    China Business
    China Facade
    China Food Scandal
    Continuous Improvement
    Corporate Finance
    Digital
    "Do" Diligence
    Economics
    Emerging Market Business
    India Business
    Indonesia Business
    Industry: Airlines
    Industry: Appliances
    Industry: Auto
    Industry: FMCG
    Industry: Food
    Industry: Healthcare
    Industry: Hotels & Hospitality
    Industry: Insurance
    Industry: Mobile Games
    Industry: QSR
    Industry: Retail
    Industry: Smartphones
    Industry: Toys
    International Expansion
    Marketing
    Other
    Smart Social Business
    Strategy
    Waste Of Taxpayer Money

    RSS Feed

Powered by Create your own unique website with customizable templates.