(Source:  The Economic Times)

Image Courtesy: ET.com

Just a few months ago, sales of Tata’s  revolutionary Nano was caught stuck in a rut with a less than enthusiastic response from the consumers – a mere 509 units last November.  For a product that was born from an out-of-the-box thinking, Tata Motors badly needed a similar stream of innovative genius on the marketing side to help enliven the sales of  the Rs1-lakh car after posting some dismal sales figures.

Like any successful business house on this planet, a crack team at Tata Motors reworked the execution strategy and put in place a new and unconventional distribution system, which helped Nano sales drive past the 10,000 units mark in April.  According to the ET.com article, this is the highest monthly sales since the car hit the roads in July 2009.

The sales strategy, which includes the formation of crack team, is to take the product close to the consumer on the street:

• Launched 210 ‘F Class showrooms’, each only about 500 sq ft in size and stocking just one car in smaller towns, and hired 1,200 people to man them.
• A tie up with value retailer Big Bazaar, a chain that has 70 outlets in smaller cities and town, to gain traction among the 150 million footfalls the retailer gets every year.

The results are remarkable – Tata is now planning to ramp up the production from 500o units to 10,000 units in the next three months to meet the demand.  I bet some MBA grad out of an IIM really made Ratan Tata proud for making the decision to hire him/her.  Click here to read the ET.com article.