TY  - JOUR
AB  - The case focuses on positioning a new brand, the Tata Nano. The car has been widely publicized as the world's cheapest car at Rs.1 lakh. Students must consider the gap between the ultimate target, the huge emerging middle class of Indian consumers, and the limited capacity and distribution available in choosing a target. They also must select between alternative competitive frames and the various points of difference they highlight. The case unfolds in two stages. The first decision point is in 2009, at the launch of the time of the product launch. The second decision point is 18 months later, after production capacity has increased and some product safety issues have arisen.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.
VL  - 
IS  - 
SN  - 2474-6568
DO  - 10.1108/case.kellogg.2016.000264
UR  - https://doi.org/10.1108/case.kellogg.2016.000264
AU  - Tybout Alice M.
AU  - Fahey Natalie
PY  - 2017
Y1  - 2017/01/01
TI  - Positioning the Tata Nano (A)
T2  - Kellogg School of Management Cases
PB  - Kellogg School of Management
SP  - 1
EP  - 12
Y2  - 2024/04/23
ER  -