It's a great case study into how not to market to aspirational consumers.
Consumers are inherently aspirational, and making your entire marketing pitch that the Tata Nano is the "cheapest car in India" implied only poor people would purchase a Nano.
Even if a product is targeted at a lower income market, you still want to build some form of brand prestige otherwise no self respecting consumer will want to associate with the product.
It's a great case study into how not to market to aspirational consumers.
Consumers are inherently aspirational, and making your entire marketing pitch that the Tata Nano is the "cheapest car in India" implied only poor people would purchase a Nano.
Even if a product is targeted at a lower income market, you still want to build some form of brand prestige otherwise no self respecting consumer will want to associate with the product.