Tata Nano- A case of Repositioning
By ymahfooz on 29 Mar 2015
When the Tata Nano, a stripped-down minicar priced at around $2,000, was introduced in 2009, it was marketed as a car that would transform the way aspiring consumers in India and other developing countries got around. But the low-cost automotive revolution fizzled. Tata realized about the positioning mistake and went for a repositioning exercise.
What could be the real reasons for the initial positioning strategy? Did repositioning work for Tata Motors?
http://www.wsj.com/news/articles/SB1000142405270230452070457912531267910...