Jack Trout, one of the world\u2019s leading international marketing strategists has given the Tatas unsolicited advice that they may not take kindly to. <\/p>\n
At a time when Cyrus Mistry, the new scion at the helm of the Tata group has decided to put his money on souping up the dud – Nano, and repositioning it as a smart city car, Trout wants the Tatas to just \u2018kill the brand\u2019.<\/p>\n
Positioning the Nano as a \u2018cheap\u2019 car killed it, according to Trout who\u2019s also been roped in by beleaguered microfinance major SKS Microfinance to salvage its brand name.<\/p>\n
\u201cThe most telling thing they (Tatas) did is calling it a \u2018cheap car\u2019.People don\u2019t want a \u2018cheap\u2019 car, which their neighbours can see. Especially in India, there\u2019s a prestige thing about buying a car.\u201d <\/p>\n
Trout told the Economic Times in an interview. Trout\u2019s observation is fascinating. What he is saying is, first time Indians wanting to buy a car want it cheap, but don\u2019t want it to give the impression that it\u2019s cheap. <\/p>\n
So, in a country that\u2019s so status conscious, Tatas got the \u2018psychology\u2019 wrong as they made the inexpensiveness of the Nano (the world\u2019s cheapest car) its USP!<\/p>\n
Others seem to have taken a leaf out of Nano\u2019s branding failure. Ford particularly, has learnt how not to go about luring first time buyers, as it sets to launch the entry level \u2018Ka\u2019 in Brazil. <\/p>\n
\u201cIn the case of the Nano, one of the lessons for us is be very cognizant of how you position your brand and product,\u201d Mark Fields, chief operating officer of Ford was quoted as saying in the Wall Street Journal. \u201cThey kind of positioned it as a step up from a motorcycle. <\/p>\n
And when people are buying vehicles, it\u2019s a big deal in their lives, and they want to feel like they have made it. That was a real learning we saw and we are factoring in.\u201d<\/p>\n
Bajaj Auto, scrambling to get the quadricycle RE60 on Indian roads, meanwhile, has gone on record to clarify how their offering is not similar to the Nano.<\/p>\n","protected":false},"excerpt":{"rendered":"
Jack Trout, one of the world\u2019s leading international marketing strategists has given the Tatas unsolicited advice that they may not take kindly to. At a time when Cyrus Mistry, the new scion at the helm of the Tata group has decided to put his money on souping up the dud – Nano, and repositioning it […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[667],"tags":[],"class_list":["post-175905","post","type-post","status-publish","format-standard","hentry","category-business"],"_links":{"self":[{"href":"https:\/\/nagalandpost.net\/index.php\/wp-json\/wp\/v2\/posts\/175905","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/nagalandpost.net\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/nagalandpost.net\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/nagalandpost.net\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/nagalandpost.net\/index.php\/wp-json\/wp\/v2\/comments?post=175905"}],"version-history":[{"count":0,"href":"https:\/\/nagalandpost.net\/index.php\/wp-json\/wp\/v2\/posts\/175905\/revisions"}],"wp:attachment":[{"href":"https:\/\/nagalandpost.net\/index.php\/wp-json\/wp\/v2\/media?parent=175905"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/nagalandpost.net\/index.php\/wp-json\/wp\/v2\/categories?post=175905"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/nagalandpost.net\/index.php\/wp-json\/wp\/v2\/tags?post=175905"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}