Abstract

This caselet discusses automotive major Tata Motors’ partnership with retail chain Big Bazaar to increase the sales of its low-priced car, the Tata Nano. The tie-up was a first-of-its-kind distribution strategy in the country wherein a car was retailed through a super store. The case explains how Big Bazaar aided Tata Motors in pushing sales of the Nano through a unique distribution strategy. It concludes with a question of whether Indians were ready to buy a car off the shelf.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• To study the distribution and sales strategy of the Tata Nano
• To analyze the impact of the tie-up on sales of the Nano
• To understand the product positioning of the Nano

Keywords

Product positioning, Sales Strategy, Tata Nano, Big Bazaar, Distribution Strategy, Off the shelf