Skip to main content

Is the Tata Nano GenX a winner?

Do I like the new Tata Nano GenX? Yep, I do. I've written before about how the Nano did a poor design and image job, and why marketers need to sell the Nano and not engineers. Much of my griping seems to have been taken care of by the new Nano GenX. So could it be a winner? Some think so, but I'm still cautious.

Why?

'Cos there is an absolute and a relative perspective to evaluating consumer solutions. The absolute part kicks in when consumers judge a brand for what's its giving them. So for the Nano GenX, consumers first ask questions like, does it look cool, is it spacious, how much does it cost, is it safe, and so on. Then the 'relative' perspective kicks in. So consumers say, now that the Nano GenX works for me, does it match up to other brands that could also work for me?

Here's where I worry.

At the current price point, consumers will consider other brands at slightly higher price-points. They will judge the price-versus-value delivery on competing brands and then make a call on who's delivering the 'best' of value. The question still remains, is the Nano GenX the best provider of functional and psychological value in a consideration set that may include brands from the Suzuki, and Hyundai stable?

I for one don't know, which is why I am keeping a close watch. You should too. 

Comments

Unknown said…
Get free 2-3 intra-day profitable stock cash recommendations by India's most trusted financial advisory Epic Research.

Popular posts from this blog

Situational Involvement of Consumers

There are two types of involvement that consumers have with products and services, Situational and Enduring. Situational involvement as the term suggests, occurs only in specificsituations whereas Enduring involvement is continuous and is more permanent in nature.

Decisions to buy umbrellas in India are driven by the onset of Indian monsoon. Monsoon rains arrived in India over the South Andaman Sea on May 10 and over the Kerala coast on May 28, three days ahead of schedule. But then, after a few days of rain, South India is witnessing a spate of dry weather. Temperatures are soaring in the north of India. The Umbrella companies in the state of Kerala are wishing for the skies to open up. So is the farming community and manufacturers of rural consumer products whose product sales depend totally on the farming community. The Met. department has deemed this dry spell as 'not unusual'.

India's monsoon rains have been static over the southern coast since last Tuesday because of a…

Prior Hypothesis Bias

Prior Hypothesis bias refers to the fact that decision makers who have strong prior beliefs about the relationship between two variables tend to make decisions on the basis of those beliefs, even when presented with the evidence that their beliefs are wrong. Moreover, they tend to use and seek information that is consistent with their prior beliefs, while ignoring information that contradicts these beliefs.

From a strategic perspective, a CEO who has a strong prior belief that a certain strategy makes sense might continue to pursue that strategy, despite evidence that it is inappropriate or failing.


Ref : Strategic Management : An Integrated Approach, 6e, Charles W L Hill, Gareth R Jones

Wearing Cuba means Walking Cuba

There's something ethereal about wearing 'Cuba'. Suddenly its the streets of Havana, smoke filled and lit by the groovin', more than the lights. The bars are packed to hilt and dreamy women seem to glide by. The feeling's beyond magical.

How did I get there?

Before I explain, I gotta tell you about the power of brands to take you places. Brands bring with them an ability to prompt you to conjure up the unreal. They can transform your reality into fantasy. And consumers are more than willing partners to brands as the drudgery they face in everyday life begs an injection of fantasy. Brands that operate in a zone of the unreal do the conjuring act as there's nothing else that consumers can call for, while making judgements. For instance, what should I be judging the lip paint on? Its colour and tone or its ability to turn me into a diva?

Cuba's a perfume. The moment I wear it, I am traipsing the streets of Havana. Its smoke filled bars I see. Its music I hear and…