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... Narendra Patankar, Management Trainee-Strategic Sourcing at Fleetguard Filters Pvt Ltd Published on Oct 28, 2013 Crafting the brand Marketing management II IIM Kashipur Positioning of TATA Nano 1. Positioning the TATA Nano SECTION B GROUP 4: NARENDRASINGH ANURAG B SETHU AKSHAY ANURAJAN AVADHESH JAYESH 2. Case Overview • In 2009, launch of Nano from TML • Problem in front of Ratan Tata - How best to position his new brand – ultra low cost cars • Option One – Family transport • Option Two – Usage situation • Which option to choose? 3. The TATA Group: Company History • Founded by Jamsetji Tata in 1868 as trading company • First steel mill, power utility, luxury hotel and international airline • By 2011, 98 companies over 7 sectors. • Company seen as Inspired trust & a strong commitment to ethics • By TATA Code of Conduct, TATA promised to improve the quality of life and Nano is a prime example. 4. The automotive industry in india • Automobile industry flourished with an average growth rate of 17 percent annually post liberaliszation • In 2009 industry produced more than 11 million vehichles 5.