Background
The Tata Nano was launched in 2009 as the world’s cheapest car. People perceived the vehicle as “cheap” instead of “affordable.” For Indian customers, aspiration matters. They don’t want to be seen driving the cheapest car.
The target group was the lower middle class who wanted to upgrade from their two-wheeler. But the middle-class families rejected the car because they didn’t want a social image of driving a cheap car.
Also, the car didn’t have any airbags, and the design was basic. The small size and no boot were other drawbacks. The brand focused on rational selling points and failed to connect emotionally with customers.
The main reasons for failure:
1. Poor positioning.
2. Wrongly perceived and failed to connect emotionally.
Objecticves
- Rebrand Tata Nano as a car designed for women.
- Identify a new market segment and a targeting strategy.
Market segmentation and targeting strategy
We are presenting the Tata Nano as a smart and compact car specifically designed for independent women. They can be first-time drivers or professionals in Indian cities. The car offers safety, companionship, and ease of driving.
- Geographical Segmentation: Focus on semi-urban and urban tier 1 and tier 2 cities such as Kochi, Mumbai, Delhi, Bengaluru, Pune, Indore, and Jaipur. 67% of past users of Nano were from urban cities.
As per the estimate of the World Bank for 2024, 38% of the Indian population lives in urban areas. That results in 540 million people. Suitable for metro targeting.
- Demographic Segmentation: We are focusing on women between the ages of 22-35 years who are first-time drivers, professionals, and young graduates. The life stage of a woman can be a first jobber, in the beginning phase of their career, or a newly independent woman.
Target group’s monthly income can be between 30000 to 60000, so they can afford the car EMI under 6000.
As per stats 30% of India’s workforce is female. That comes to around 130 million women, and the number of female car buyers in metros is increasing. Also, 65% of the Indian population is below the age of 35. - Psychographic segmentation: We are focusing on people having a lifestyle of urban explorers, solo travellers, small business owners, and creators with a confident and independent personality, and who have values such as freedom, safety, and self-respect.
- Behavioural segmentation: Focus on people who have a need for safety, ease of use, comfort, and brand trust. Use the car for daily commute, solo trips on weekends, and also for work errands. User status can be a first-time car user, and also a two-wheeler upgrader. The usage rate can be from light to medium users who travel 15-30 km/day.
The primary focus segment will be young independent urban women, and the secondary focus segment will be young couples in metros, elderly women in tier 2 cities seeking safe mobility, ease of use, and also professionals like photographers, consultants, and therapists. These micro segments are growing in India, and there are only a few cars that emotionally and practically serve them.
Competitors
The major competitors are Alto K10, Renault Kwid, and Hyundai Eon(discontinued). The vehicles lack emotional connection and feel very basic.
Point of parity
- Fuel efficiency.
- Reverse camera and sensors.
- ABS and airbags.
- Affordable.
Point of difference
Smart city assistance, such as auto parking.
Light steering and high seat position for visibility.
Confidence and comfort as emotional PODs.
Tata Zia is a companion on wheels.
Product Elements Framework
- Product Name: We are renaming the car as “Tata Zia”.The name is short and memorable. The meaning of the word Zia is light in Arabic, which is a symbol of guidance.
- Tagline using StoryBrand framework:
- Character: An independent, modern woman seeking confidence, comfort, and companionship while she explores her life. Also, public transport is not that reliable.
- Has a problem: The External problem she is facing is that the cars that exist are not easy to drive, they are masculine, and don’t feel safe.
The internal problem she is facing is that she needs to feel confident, feel safe, and needs to feel in control.
The philosophical problem she is facing is that every woman deserves to travel freely, safely, and in style.
- Meets a guide: This is where Tata Zia comes in. We portray Tata Zia as not just a car. Zia is her companion.
Empathetic: Understand how much freedom a woman desires and to be in control.
Authoritative: Built by Tata, designed for women.
- Plan: Tata Zia has a modern, stylish look, which is the reflection of her. Safe, compact, and easy to drive. More than just a car, Zia gives her confidence while travelling and also in life. Zia is her companion.
- Calls to Action: Ready to lead the roads? Book your Tata Zia test drive today.
- Helps her avoid failure: Without Zia, she needs to compromise her joy of driving a car that inspires her. She blends in when she was meant to stand out.
- Ends in success: She can feel safe, inspired, confident, and in control.
Tag line: “ Your confidence in motion”
One liner: “Not just a car, but a trusted companion in your journey of life”
- Product Design: Use feminine colors such as rose gold, ocean teal, and pand pearl white. Include a vanity mirror with light, storage compartments, and easy-to-use controls. App integration that personalizes her driving experience (mood-based themes, playlists, safety alerts).
4. Brand Personality: The companion who is warm, strong, and emotionally intelligent. Celebrities like Alia Bhatt or Kriti Sanon can be suggested as brand ambassadors.
Neurostrategy for Tata Zia
- Make it personal: Associate Zia with identity, confidence, freedom, and control. Start an Instagram campaign #Myziamoment. Where women post pictures of solo trips, weekend rides with girls, and graduation rides with Zia. It works because personal relevance releases oxytocin, which results in deeper memory encoding and emotional connection.
- Use smell and touch: Use an in-car aroma that helps in triggering calm and comfort. Also, make the interiors soft, which provides sensory satisfaction. This leads to serotonin and dopamine release, which results in long-term positive memory.
- Make it easy: Ease of use results in reduced brainload. One-touch drive mode selector, wireless charging, auto door lock/unlock, Voice commands for A/C, music, and navigation. Simplicity triggers lazy brain bias.
AD script:
Scene 1: A woman photographer travels across India and takes photos. She moves through Kerala first, through the middle of green paddy fields.
Scene 2: She drives through heavy traffic in Bangalore.
Scene 3: She drives through the Howrah Bridge in Kolkata.
Scene 4:She drifts the car in the beach sand.
Scene 5: She drives through the sharp bend roads of Kulu-Manali.
Scene 6: She sits in a coffee shop alone, and while drinking coffee, looks out through the window and sees her Tata Zia and feels safe and happy with a confident smile.
Tata Zia empowers independent women seeking confidence, safety, and freedom. It is the emotionally intelligent compact companion that moves along with you. It is your best friend on wheels.