Why Tata Nano and Indica failed
to impress India’s City based Customers?
Tata Nano and Indica cars were
revolutionary and the concept for value for money was expected to hit the
market. But, failed and now they are commercial one of the disasters Indian
market had faced till date. It was because the Company’s think tank and the Ad –agencies
had filed to read the consumer behavior of Indian-Consumers. The Indian middle class consumer is a
status conscious social being and yet, he always needs something economical.
Anything adds status to his personality social level he may accept if it is
sophisticated. Nano and Indica failed to meet one of these core values.
Nano’s engine has got the noise
of an Auto- Riksha that doesn’t impress the Indian middle class consumer and Indica
sometimes emits more smoke and noise while driving. These days many owners hide
their Nano under a tree or a corner of the parking space to hide their poor status
symbol – Nano and Indica. This shows their lack of confidence to present TATA
cars in front of their friends and associates.
An Indian consumer yearns for something
sophisticated besides value for money. And, he waits for Sale to buy them at an
affordable rate. We don’t need any reason why Big-Bazar the Indian Wall Mart
became successful while indigenous TATA cars failed to impress them.
V Bright Saigal – Brand
Consultant & Creative writer (C&MA –Brand Consulting)
www.cmavoice.webnode.com
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