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You make a huge sum of investment and launch a product but do not take much interest in its publicity campaign. What would be the ultimate result? Your launched product would fall flat on your own face. That’s why advertising or publicity campaign has been given so much importance in the books of marketing.

Taking a leaf out of the same marketing strategy, Tata Motors has come up with an innovative yet another brainstorming strategy in the wake of promoting the world’s cheapest car, the Tata Nano.

Under this unique product positioning planning, Tata Motors has decided to showcase the people’s car at Big Bazaar, a multi-specialty shopping mall spread across India and the consumer retail network of the Future Group.

As a result, Tata Nano would be sold through Big Bazaar. This is probably the first time in the history of the Indian automobile that a car would be sold at a consumer retail network or in a shopping mall.

As Big Bazaar has its presence all over the country, the world’s cheapest car would be sold in around 120 such outlets out of 148. In an initiative to lure potential target audience, a new scheme would also be kicked off shortly under which the customers who will book a Tata Nano through Big Bazaar will also receive an assured gift such as gold coins and value vouchers amounting up to Rs.1500.

Both the companies are very much optimistic that putting together this unique deal would be a success. It’s also being expected that the initiative would also help develop synergy level between these organizations.

For Tata Motors it’s another out-of-the-box strategy to entice customers while Big Bazaar (Future Group) is looking at this venture as another opportunity to expand their portfolio in terms of the range of products on display in the outlet.

Tata Motors has also seen sales of the wonder car rising to a new level as the company has extended the warranty period to four years for its current and new customers in December, 2010.

As a result of this lucrative offer, the company has been able to sell a total of 8262 Nanos in the month of February, 2011. With such a sudden increase in the sales of the car, the model has also been featured amongst the top 10 cars in the term of sales records.

It would be interesting to see if the current offer of Tata Motors takes sales records to a new high or not.

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