Marketing to the 'bottom of the pyramid' - but still needing cache and safety! Trials and travails of introducing a 'peoples car' to the masses in India.
Tata’s Nano, the People’s Car That Few Want to Buy - NYTimes.com
Friday, December 10, 2010
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Ok. I see where there were going with this idea however, I do not see where it went. The first thing I thought of was our version of that car which would be the smart car. Yes, the vehicle looked convenient but there were some dangerous flaws. Cars constantly catching on fire is not my idea of a "convenient car". I can see that it was an innovative concept and invention but I also feel that more time should have been put in to the efficiency of the car.
The article said the Nano car was designed to meet a need for people with little means, providing them with affordable and safe transportation, but it does not seem to be doing well. According to the article, "Analysts say the Nano situation demonstrates it may not be sufficient to make cheaper, smaller versions of existing products to win over that broad base of customers. Companies, they say, must also make sure the products are widely available and are seen as safe, useful and alluring." Entrepreneurs need to offer products and services that meet their customer's needs at attractive prices, which the Nano would be able to do if it could get things straight. The article said the Nano would also have to win over customers from other companies that offer the same sort of low cost transportation, so they really need to find a good competitive advantage and hold onto it.
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