Low Cost Advtg. Campaign For a Low Cost Product
After spending just Rs 2.4 million, Tata Motors has been deluged by enquiries by the thousands from far and wide for their Rs 100,000 (2,500 USD approx.) car - Tata Nano says this news article from Mint.
The social networking era has become a great aid for the Tata Motors’ Nano sale buzz to flourish in the online world. The Nano campaign, prior to its release, has been intensified through its extension to networking sites like Facebook and Orkut making the ‘world’s cheapest car’ known to a larger mass.
Here are some social media details about Tata Nano from Watblog:
- Official Orkut Community Members - 6,906 & growing
- Official Facebook Group Fans - 4,210 & growing
- Highest View Count on YouTube - 303,006 & growing
- No. of Blog Posts - 61,664 & growing
At the Nano page on Facebook, the response is gushy, almost. And so you have Darlene who says: “Please bring this car to Toronto, Canada!!!”
This is not the first time that an Indian firm has used online techniques to market wares and ideas. Indeed, the likes of Microsoft India, organizers of the Indian Premier League cricket tourney and, even, political parties such as the Congress and BJP have done so, some beginning as early as 2006. Even auto makers such as General Motors India (GM) or Yamaha Motors, took social networking as their marketing overdrive.
We think it is only smart to spend proportionately to a product’s buzz already in the market and the Rs. 2.4 million seems a good number to start with. These kind of strategies are also replicated in the past by other buzzing companies in the west like Google, Apple (prior to their iPhone launch) and have worked well.
1 year ago
