tata nano bidding war

1. Group - 20

2. Campaign and its execution
courtesy social samosa
 The campaign ran for only three days where the brand engaged with the target audience,
tremendously, via the 6 influencers. Each influencer was assigned an individual hash tag named after
the 6 color variants of the car. The common hash tag to be used was #NanoBiddingWar.
 Once the campaign was in place, all the brand had to do was amplify the individual activities
and conversations that the influencers were engaging in. Besides that, it posted scores regularly on
who stood where as far as the number of ‘bids’ were concerned.
 All 6 influencers kept tweeting for three days to the target audience in an attempt to win the car.
Their efforts were vigorous and evident, increasing the brand’s appeal.

4. In the process, the top supporters would get miniature
versions of the car that were signed by Bollywood movie
stars. This provided a great boost and an incentive to all
the users on Twitter.

5. Introduced fundamental changes in the engine and replaced
the cheapest engine with a bigger engine. Hence their
positioning away from the cheap alternative branding they
had and the involvement is evident
http://overdrive.in/news/next-gen-tata-nano-sheds-the-
cheap-car-tag-and-gets-a-bigger-engine/

6. Alternate Strategies
 Since its launching a new nano, to connect with youth, it
has to forego its image of cheap car and adopt the tag of
“Smart city car” so as to connect with its target
audience(youth)
 Currently they used power of twitter to spread the brand
name, they need to explore more social media platforms to
talk more on features.
 Game featuring nano car - similar to crazy cabbie, 6 color
cars being used. Posting on walls. Parking game
 Selfie with nano during test drives
 Flashmob (colleges, public parks, etc) representing 6 colors
and post in youtube, the highest likes will get miniature
versions