There is an interview
with Patrick Whitney, Dean of the Institute of Design at Illinois Institute of Technology, the largest graduate school of design in the US.
in Economics Times today.
According to Whitney, If Tata Motors went to US first with the Nano and then came back to India then it would have been a runway hit here.
Whitney says "the Tatas may have lost an opportunity in Nano by not positioning it as a product of choice for the middle and upper middle class consumers in developed world and then sold it in India. Instead by marketing directly to the middle class and lower middle class in India, the product ignored the aspirational ambitions of the class of people it is currently targeting."
Tata should have sold Nano in US first: Patrick Whitney, Illinois Institute of Technology - The Economic Times
It seems Whitney has studied Indian mindset thouroughly.
with Patrick Whitney, Dean of the Institute of Design at Illinois Institute of Technology, the largest graduate school of design in the US.
in Economics Times today.
According to Whitney, If Tata Motors went to US first with the Nano and then came back to India then it would have been a runway hit here.
Whitney says "the Tatas may have lost an opportunity in Nano by not positioning it as a product of choice for the middle and upper middle class consumers in developed world and then sold it in India. Instead by marketing directly to the middle class and lower middle class in India, the product ignored the aspirational ambitions of the class of people it is currently targeting."
Tata should have sold Nano in US first: Patrick Whitney, Illinois Institute of Technology - The Economic Times
It seems Whitney has studied Indian mindset thouroughly.
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