TY  - BOOK
AU  -  Parsad, Chandan
AU  - Prashar, Sanjeev
AU  - Sahay, Vinita S.
TI  - Tata Nano: : Case of Repositioning
PY  - 2021///
CY  - India
PB  - Sage
KW  - POSITIONING
KW  - PRODUCT FAILURE
KW  -  REPOSITIONING STRATEGY
KW  - TARGETING
KW  - TATA NANO
KW  - Case Study
N2  - 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)
UR  - https://journals.sagepub.com/doi/pdf/10.1177/02560909211040692
ER  -