Tata Nano – an example of Brand suffocation DOCX

Title	Tata Nano – an example of Brand suffocation
Author	Ambarish Jambhorkar
Pages	11
File Size	445.3 KB
File Type	DOCX
Total Downloads	190
Total Views	405

Summary

Tata Nano – an example of Brand suffocation. Abstract -The case is focused on the learning from brands like Ford Edsel and Tata Nano. The two different products in two different markets (USA and India) at an interval of half a century, yet the learning is same. The central message of the case study ...

Description

Tata Nano – an example of Brand sufooatonn Abstraot -The case is focused on the learning from brands like Ford Edsel and Tata Nano. The two different prroducts in two different markets US A and Inndia) at an inter(al of half a century, yet the learning is same. The central message of the case study is impact of Customer Expectatoo from the prroduct. The case analyzes detailed history of Ford Edsel – from research of 'Name' to brand withdrawal and Tata Nano – from conceprtualizaton of prroduct to consumer re(iews. Afer analysis, the artcle de(eloprs and exprlains a new conceprt of brand suffocaton. Brand suffocaton is a situaton when brands fail not because of lack of market protental but due to mismatch in core exprectaton and deli(ery. To exprlain brand suffocaton, the case exprlains Inndian market protental for four wheelers with Crisil reprort – a holding comprany of tandard's and Poor. The business sense is analyzed based on C.K.Prahalad's prrinciprle of Botom of Pyramid UBoP). And, the enthusiasm of major automobile compranies for launching a small economic car for BoP. Desprite all the fa(orable conditons, Tata Nano, the most aprprlaud car failed. The prrice sensit(e Inndian customers stll buying cars with almost double the prrice of Nano. The artcle gi(es clarity to prroduct de(eloprers on identfying the core exprectaton and mistakes commited by Edsel & Nano. The associaton of three circles Uouter, middle and inner) brings in clarity for the prroduct de(eloprers about what to de(elopr in a prroduct in its prroduct life cycle. The artcle highlights how drifing from any of the circles of beneft, disaprproints customer in their exprectaton. Customer disaprprointment ultmately leads to the prroduct suffocaton desprite huge market protental. Key words – Tata Nano, Brand potentaa, customer expectaton, market size, bottom of pyramid, In London during autumn of 2010, The Teaegraph and AXA survey on about 5000 respondents reveaaed an interestng understanding of car driving. Despite soaring aeveas of congeston, decaining aeveas of courtesy, rising fuea prices, ever more oppressive enforcement of speed and parking reguaatons, and some punitve car taxes, 90% respondents said that they enjoy car driving1 . In the same month i.e. November 2010, aamost 5000 miaes from London, in the Bombay house, Tata Motors reported the aowest ever saaes of its most appaaud car -Nano. Tata soad onay 509 cars in November 2010 afer its aaunch in 20082 . This aowest ever saaes was a reaa cause of concern as the Sanand Paant (In Gujarat – India) was ready to...