Tata has come up with the cheapest car (in terms of price) of India. There has been a lot of hype surrounding the car, Tata Nano. What can be the possible reasons for such great awareness level for the product, with nil advertsising expense.
Well, Tata's have taken up a great promotional strategy for the product. As the product is cheap, advertising expenses cannot be borne by the company. Company has solely relied on publicity to promote the product.
Now, for an innovative product like Tata Nano, publicity is a great idea as publicity is supposed to come from neutral sources like media which give reviews free form any bias or prejudice. as such, it gives credibility to the product and promotion. Also, company didn't have to make any effort to build awareness to the product and at the same time, need not expend for the purpose. As such, Tata's strategy to promote the product, rather not to promote it (and let media do that) is a smart move.
Also, Tata Nano has been engaged in PR actitivies during unveiling of the product, adressal by the top executives of the company. The product has also been displayed at Tata's retail outlets like Croma and Westside.
In a nutshell, promotion is the least expended area for Nano, with great awareness and visibility to the product.
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