Wednesday, 1 April 2009

Nano to ride on innovative marketing

Nano-vation is not just about the small car, but also about innovative brand building exercises. The Tata Nano will ride on a clutch of innovative marketing ideas when it rolls into showrooms across the country. The Rs 1 lakh car, which broke new ground in design, engineering and production processes, will opt for “cost-effective and innovative use of media,” say people with knowledge of the Nano marketing strategy.
• To make the car more easily accessible to people, the Tata Motors team will sell the Nano not just through Tata car dealerships across the country, but also through conventional retail outlets like Westside and Croma.
• Tata Motors will share promotion of the Nano brand with its multiple PSU bank partners. These PSU financiers will promote the Nano brand during booking jointly with Tata Motors and on their own.
• Merchandising the brand: T-shirts, keychains, caps, watches and even a Nano phone will be on sale.
• There will be no TV campaign, only innovative use of print, radio and other media, particularly the web.
• Media Innovations: Pre-launch Nano branded Times of India’s News in brief on front page. On the day of the launch, the famous RK Laxman’s cartoon showing a common man was rushing towards a Nano.
• The campaign will be cost-effective and innovative so that Nano becomes synonymous with anything “small, cute and brief.”
• Tata Motors has appointed Rediffusion for creative content in the Nano campaign. Lodestar will handle media buying for the Rs 1 lakh car.

More details here
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