It seems December 2010, is very good especially for tata nano that has achieved staggering 5000 unit sales when compared to 500 in November, 2010. All this can be attributed to tata's well managed marketing marketing efforts. It tried to build the consumer confidence or trust and overcome the negative perception the brand has in the minds of consumers.
Consumers had strong negative brand perception as the vehicles got fire in few cases and moreover that was splashed in the most media repeatedly. This led to major concern of safety for Indian consumers, who gives high priority for this safety factor. What tata has done is that, it recalled all the cars and enhanced the safety measures, and assured the public that all the cars that come now onwards will have more safety features. To build the confidence among the potential customers, it has come with four years/60000 kilometers warranty. So it was one of the confidence building step that tata nano has taken up. More over, it has decreased the downpayment to be paid and also provided the financing facilities for this small car. Besides, it has come up new advertisement that positions the brand "key to happiness". And the tagline is
" Khushiyon ke Chaabi "
I hope 2011 will be more lucrative for tata nano and wish to see more number of cars on the road. As it was a prestigious and challenging task, that was undertaken by Ratan tata to offer four wheeler or car for one lakh for millions of people in this country for whom it was dream and he is the person who come forward and made it a realty.