Positioning the Tata Nano (A)

Kellogg School of Management Cases

ISSN: 2474-6568

Publication date: 20 January 2017


The primary goal of the case is to illustrate the choices made in developing a strong brand positioning and the interrelationship between these choices. Students select a target and an appropriate competitive frame of reference and point of difference for that target and summarize these elements in a positioning statement. The case also highlights importance of making promotion and distribution decisions that are consistent with the positioning.



Tybout, A. and Fahey, N. (2017), "Positioning the Tata Nano (A)", Kellogg School of Management Cases. https://doi.org/10.1108/case.kellogg.2016.000264

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