In the above TV commercial, seen during the early days of Tata Nano, claims made were (1) 21% more space, (2) ease of driving and manœuvrability, (3) SUV like high ground clearance, (4) excellent air-conditioning, (5) best petrol mileage in India – 25 kmpl and (6) short turning radius of 4 mts. That is quite a laundry list. In this post I will call this ad - product feature ads.
In the ad below Tata Nano has been presented as an affordable car which owners of four-wheelers can aspire for.
launch ad itself was quite lack lustre, it was pretty subdued and practically makes no proposition to the target customer – the customer is not presented with any good reason to buy Tata Nano.
In the Nano v/s two-wheeler ads once again no strong reason is given to the two-wheeler owners to change to Nano. Whatever message these ads contain are not presented effectively. The manner in which the message is conveyed is too subtle for people to take notice. An ad is supposed to create an urge in the prospective customer to buy or consider buying the product but that is not happening with Tata Nano ads.
Having discussed the Tata Nano ads above, the question now arises as to what Tata Motors can possibly do to create a favourable image for Tata Nano in the minds of the customers in their ad campaign? As I understand Tata Nano is a good entry level car with certain advantages which other cars in the category like Hyundai Eon and Maruti Alto 800 do not offer, these are:
- It is the most affordable car to buy in the Indian market and it also performs pretty well.
- Although it is a small car it is surprisingly spacious inside thanks to its design and engineering. Seating is quite comfortable and offers sufficient head space.
- It offers a very clear view of the road ahead.
- Easy to drive, park and manœuvre on congested city roads.
- Tata Nano gives you value for money.
Tata Motors, its ad agency and other agencies involved in promoting Tata Nano have a formidable task before them. Creating a new and favourable image for the Tata Nano brand is not going to be easy; what I feel is that advertising and other forms of communications must make sure that the target customer is made