Will the Newfound Awesomeness Help Nano Drive Past Its Past?

Abstract

The case narrates how Tata Nano that was expected to be a revolutionary car struggled to survive in the Indian market. It explores the reasons behind the brand's inability to arouse the potential car buyers' interest and describes how the brand's positioning was a major weakness. It examines the marketing communication tools used by the company and their effectiveness. The Teaching Note explains what led to a mismatch between the target buyers' expectations and the brand's positioning. The case is based on several secondary sources of information.