Tata Nano: Case of Repositioning.
Material type:
BookSeries: Vikalpa: The Journal for Decision MakersAnalytics: Show analyticsPublication details: India Sage Jul-Sep 2021Description: Jul-Sep2021, Vol. 46 Issue 3, p177-187. 11pSubject(s): Online resources: Summary: All was not well for Tata Motors’ most ambitious product, Nano. There were rumours floating in the media about the discontinuation of the brand (Kumar, 2015). Pushing aside all the speculations, Girish Wagh, Senior Vice President, Tata Motors, said, Nano is an extremely critical product for Tata Motors. Never did we have discussion about killing the brand. Our discussion has been how to re-energise the brand. We see there is a tremendous emotional connect with the brand and at the same time emotional hurdles too. (Economic Times, 2015).
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Case Study
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Main Library Online Access | Available | Case1 |
All was not well for Tata Motors’ most ambitious product, Nano. There were rumours floating in the media about the discontinuation of the brand (Kumar, 2015). Pushing aside all the speculations, Girish Wagh, Senior Vice President, Tata Motors, said, Nano is an extremely critical product for Tata Motors. Never did we have discussion about killing the brand. Our discussion has been how to re-energise the brand. We see there is a tremendous emotional connect with the brand and at the same time emotional hurdles too. (Economic Times, 2015).
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