From Singur to Internet

The cheapest car in the world is all set to conquer the Indian roads. What it
has conquered long back is the imagination of the world. Recently though, (after
the bookings were opened) it has captured another space, and that happens to be
the virtual world.

The online domain is abuzz with the Nano. And although no one is divulging
any figures as of now, the electronic enthusiasm which the Nano has generated
is already visible. After the booking of Nano opened several days back, it is
now one of the most searched for items on the Internet.

And given the fact that close to 35% of Internet users are the youth, their
interest in this small wonder is apparent. There are other things to support
this. Take for instance the Nano communities on social networking sites.

Orkut has 4-5 communities; the two most prominent being Tata Nano/One Lakh
Car and The Tata Nano Community. The former boasts of 52,462 members and the
latter of 10,804 members.

There are long discussions and suggestions within these communities,
suggesting the level of eagerness that the Nano has unleashed. The case with
Facebook is similar; the Tata Nano page here is overflowing with action. In
fact, a couple of comments deserve special mention. One budding marketing
entrepreneur wanted to tell Tatas management that their online market campaign
is not good enough and that he can design a much cheaper and more effective
campaign chart than the one Tata has adopted right now.

This facebook Nano page is purportedly owned by Tatas themselves

Another member wanted to know if the Nano would be exported, and if yes, then
how could he obtain a license for exporting it.

Tata Motors too, is keen to reach out to the Internet community. Besides
giving them great targeting amongst the educated youth, it has also opened up
avenues for direct interaction with potential customers. It doesnt come as a
surprise that the Facebook Tata Nano Page is owned (supposedly) by Tata Nano and
one of the Orkut communities claims the same ownership. On Facebook indeed,
someone from the Nano team told the budding marketing entrepreneur that they
would forward his plan to the concerned department! There are all types of
questions being asked and answered as well.

So Tata Motors is doing all it can to leverage the interactivity on the
Internet to reach its customers.

While the online presence of Nano cant be disputed, little has been said
about its online bookings.

Debasis Ray, head, corporate communications, Tata Motors, says Tata Motors
will declare a consolidated booking number, a couple of days after the booking
process ends on April 25. Compilation of bookings, being accepted at thousands
of locations, will take some time.

However, online booking is happening and is in full swing. Varun Sethi, son
of a businessman in Vivek Vihar, who has recently booked a Nano online says,
This way (online booking), things are much simpler. You dont have to go
anywhere. Thats the advantage of World Wide Web!

However, the online payment factor, which our country is still wary of, might
hinder the online booking performance of the Nano. That will be known only when
Tata Motors releases the numbers.

Meanwhile, whether it is selling virtually or not, Nano is certainly creating
waves in the virtual world. And thats the reason enough to smile for Ratan Tata.
Lets hope he gives the budding marketing entrepreneur with a plan for the
online marketing of Nano a chance.

Thats when online marketing will be meeting with real-time business
opportunities.

Mehak Chawla

mehakc@cybermedia.co.in