Brand Stories

Promise and Delivery: A 'Nano' Lesson

June 3, 2018

You might be wondering what is the key to successful marketing. Is it glamorous ads? Is it out of the roof celebrity endorsements? Is it path-breaking design? Nay! The key to successful marketing is making a promise and delivering on it.

Great success stories do not talk about advertisements or celebrity endorsements as powerful marketing tools that convert to sale. They talk about spotting a need gap, promising to deliver, and actually delivering on the same. Which promise do I talk about? Well if I have to tell you the story of keeping words, I should look back to Tata, which has become a force to reckon with in the markets, and fundamentally the most strong company you can ever see, in terms of values.

Ratan Tata, once made the promise of giving the people of third world country, and the world, a car which is not a hassle to buy, the Tata Nano. When initial announcements were made, the market reacted in different ways, most of them rude, and the most profound remark coming from the chairman of rival car maker Suzuki. National geographic has featured the Tata Nano project, in their series Mega-factories, and you can find the same below.

The episode takes us through the numerable roadblocks which Tata Motors went through, in its journey to deliver the cheapest car in the world. The most significant one being Keeping Costs low.

The other massive roadblock of the project was the stalling of progress at Tata Motor's Singur plant, which forced Ratan Tata and his team, to move shop from there to Sanand in Gujarat, around 2000 Kms away, on the other side of the country.

The numerous challenges faced in the progress of this project, called for keen attention to detail, and inherent delays threatened to put the delivery on D-Day out of course. Throughout the persistence of the team behind the Nano, and the vison of the leader, Ratan Tata, when met with delivery has been accepted as a roaring success.

How many promises do you think, marketers make, and how many do you think, they keep?

Feature image Credit: Pixabay

Our Newsletter

Subscribe to stay updated

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form
News From Our Blog

Related Posts


What It Takes to Quit Your Job and Start Travelling the World

Do you want to travel the world, but don't know how to make it happen? Read this article to learn how you can start earning money online, quit your job, and travel.


The Definitive Guide To Becoming An Entrepreneur

If you are sitting on the fence about becoming an entrepreneur, then this guide will teach you everything you need to know about entrepreneurship, from what it is to how to get started.

Web Development

The Ultimate Guide To Launching an Online Store

An online store is always improving and always evolving. A well-maintained and relevant store is key to success in the ever-changing world of online retail.

View all the latest blog posts