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Final YEAR Project tata motors

Bba (Guru Gobind Singh Indraprastha University)

Studocu is not sponsored or endorsed by any college or university

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PROJECT REPORT

ON
A Study on Customer Satisfaction with respect to services provided by Tata Motors

Submitted in the Partial Fulfillment of the award of Degree of Bachelor of Business

Administration (BBA)

To

GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY NEW DELHI

Under the Guidance of Submitted

By:
Mr. KULDIP KAUL Aman Gupta
(HOD/BBA) BBA-Ⅵ Sem
Enrollment no.:- 50327101718

SESSION-2018-2021

Plot No 50-B, Knowledge Park Ⅲ,

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Delhi –NCR, Greater Noida, U.P, India, Pin-201310

ACKNOWLEDGEMENT

I, Aman Gupta would like to sincerely thank United College of Education,

Greater Noida for providing me an opportunity for this report analyse which has
enhanced my knowledge on this area. That I take this opportunity to express my
gratitude to the people who have been instrumental in the successful completion
of my report. that I would like to acknowledge - give the names & designation
of persons at the organization - for giving me an opportunity to carry out my
project.

I also extend my sincere gratitude to all the staff at united college of education
for their support & Guidance. I would also like to thank my faculty guide Mr.
Kuldip Kaul and HOD Sir Mr. Kuldip Kaul for their suggestions & ideas to
improve my work.

Above all. I would like to thank almighty lord Ram for his blessings and my
family who have been a constant source of support & inspiration.

Submitted by: - Aman Gupta

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BBA

Enrollment no-50327101718

CERTIFICATE

This is to certify that the report titled "project report on A Study on Customer
Satisfaction with respect to services provided by Tata Motors ‘’is an authentic
record of summer internship work carried out by Aditya Joshi Roll no.
50127101718 under my guidance & supervision, in the partial fulfillment of the
requirements for the award of Bachelor of Business Administration.

Signature

Submitted to: -
Submitted By: -

Mr. KULDIP KAUL

Aman Gupta

(HOD/BBA)

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BBA

Enrollment no- 50327101718

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DECLARATION

I hereby declare that the project report on A Study on Customer Satisfaction

with respect to services provided by Tata Motors submitted by me for the
project report. During the bachelor of business administration (BBA) at United
college of education Greater Noida.

This is my own original work and has not been submitted earlier to United
college of education or to any other Institution for the fulfilment of The
requirement of any course of study. I also declare that no part of this work has
been incorporated for any other report.

Signature of Student

Name of Student: - Aman Gupta

Batch: - 2018-2021

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CONTENTS

CHAPTER 1 INTRODUCTION

1.1 OBJECTIVE OF STUDIES

1.2 Review of literature

1.3 limitation of study

1.4 research & methodology

CHAPTER 2 Profile of the organisation

CHAPTER 3 ANALYSIS and interpretation of data

CHAPTER 4 CONCLUSION and recommendation

4.1 recommendation

4.2 conclusion

BIBLIOGRAPHY

ANNEXURE

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Chapter 1

Introduction

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introduction

Competition is hitting up in the sports utility vehicle segment (SUV) in India

once again. Even as Mahindra & Mahindra Ltd is in the process of rolling out
an integrated marketing plan to announce the prelaunch of Scorpio, Tata Motors
is drawing up an aggressive marketing strategy to popularize its recently-
launched petrol variant of Tata Safari.

For starters, Mahindra & Mahindra Ltd has launched a multi-media ad campaign to promote
the new avatar of Scorpio. Created by Interface Communications, the mass media campaign
includes a series of press advertisements and a television commercial. As for
the rationale

behind the prelaunch of Scorpio, says Mahindra & Mahindra Ltd executive vice-president
(marketing & sales) Rajesh Jejurikar: “After conducting an extensive market
research (with

AC Nielson), we upgraded our existing model with new features. However, the positioning of
the brand will remain the same so the adline will continue to be the same
—‘Nothing Else Will Do.’”

The company plans to focus on press ads to highlight the new features and improved fuel
efficiency of the upgraded version of Scorpio. “To support mass media
advertising, we’ll be

hosting roadshows and ground promos. Till now we have sold over 20,000 Scorpios since we
launched this brand. With this improved version, we will phase out the old
brand,” hisadds. In

addition, Mahindra & Mahindra has recently launched a nationwide talent search
programmed titled ‘Scorpio Speedster with Timex’ in 10 cities across the country. Through

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this initiative, the company plans to strengthen Scorpio’s brand

positioning of being a

youthful and sporty SUV, says MrJejurikar.Tata Motors is gearing up to launch a new multi-
media ad campaign to announce the new variant of Tata Safari, the petrol
version. On Tata

Motors new marketing strategy, says Ogilvy & Mather India clients service director
SharmilaMalekar: “To announce the launch of Tata Safari (petrol variant), we will be
launching a multi-media ad campaign within a month. The new campaign will include, press

ads, TVCs and radio advertising. There will be a new adline too.”

At present, the baseline for Tata Safari is ‘Make Your Own Roads’. In addition to mass media
advertising, the agency will continue to focus on its CRM initiatives such as the Tata Safari

Explorer Club to promote the new avatar of Tata Safari.

In the Indian automobile industry, SUVs today account for only 15 per cent of the total
market unlike western countries where it is almost 80 per cent.

WHAT IS MARKETING STRATEGY

Marketing strategy is a process that can allow an organization to concentrate its

limited resources on the greatest opportunities to increase sales and achieve a
sustainable competitive advantage. Marketing strategy includes all basic and
long-term activities in the field of marketing that deal with the analysis of the
strategic initial situation of a company and the formulation, evaluation and
selection of market-oriented strategies and therefore contributes to the goals of
the company and its marketing objectives.

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1.1. Objective of studies

The objective is to study those factors which can accelerate the marketability
of the TATA VISTA compared to its competitors.

➢ To understand the market potentiality for VISTA.

➢ To determine the acceptable price of the product.

➢ To determine the requirements and needs of the potential customers.

➢ To serve the customer through channel of distribution.

➢ To face the keen competition.

AREA CONSIDERED FOR THIS STUDY ARE:

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Automobile history

Industry investment Industry growth

Vehicle production Auto export
Auto companies

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1.2. Review of literature

Analysis of literature forms a vital as well as a crucial part of researches. No research

study is taken to be as thorough if a broad literature review is not made by the
researcher in his or her research study. The elementary motive of undertaking this task
is to find the research breach between studies done so far and also to decide exactly the
topic of research and to get a perception into the research theme selected for study. In
this sense this implementation becomes a kind of exploratory research.

The purchase of automobiles in India have increased manifold during the last decade.
This is largely due to growing urbanization, economic development and increasing per
capita income. With this there has been intense competition among the automobile.

The earnings from export have been also increasing since then. But as compared to
other parts of the world, this is still low. So, innovativeness in R&D and building
more efficient vehicles has been in demand during the past few years to remain
competitive in the market.

Tata Motors was not a successful company long back where in 2001; it suffered a loss
of Rs. 500 crore. In the same year the prices of Tata Motors Limited stocks has gone
down from Rs. 564 to Rs. 59. Although in 1995, Tata had its products as Sumo, Tata
Sierra and with its ties with Dailmer Benz started producing Mercedes Benz in India
but still it suffered losses. During that time the commercial vehicle segment of Tata
Motors was the major revenue generating segment.

At the same time increasing consumption of consumer goods and the restrictions put
by the Government of India on plying of heavy goods vehicles in the cities
particularly in the day time increased the demand of light goods vehicles in the
market.

Mr. Takachi Kikuchi, MD, Isuzu Motors India says that, “The pickup trucks and
utility vehicles are the fastest growing segments in the last 2 years”. The Indian
automotive market is at a tipping point, and the real growth is only starting now. In
particular, the pickup trucks and utility vehicles are the fastest growing segments in
the last 2 years and we expect the growth to continue. The pickup trucks segment
today accounts for the largest share of the overall commercial vehicle market at 35%

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and Utility vehicles now account for 20% of the passenger vehicle market.

1.3. Limitation of study

 Study is restricted to Delhi and nine industrial areas only.

 Continuous and reliable information was not available.

 Some of the information was confidential so much information was not revealed.

 The time span of the survey was short and hence only major aspects were
considered.

 Information provided by the respondent in terms of their fuel usage and their
expense could not be very accurate

 Availability of the respondents amidst their busy schedule did not permit detailed
study.

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1.4. Research and Methodology

The process used to collect information and data for the purpose of making business
decisions. The methodology may include publication research, interviews, surveys
and other research techniques, and could include both present and historical
information. Research methodology is a way to systematically solve the research
problem. It may be understood as a science of studying how research is done
scientifically. In it we study the various steps that are generally adopted by a
researcher in studying his research problem along with the logic behind them. It is
necessary for the researcher to know not only the research methods or techniques but
also the methodology.

 Research design

Research designs are concerned with turning the research question into a testing
project. The best design depends on your research questions. Every design has its
positive and negative sides. The research design has been considered as a "blueprint"
for research, dealing with at least four problems: what questions to study, what data
are relevant, what data to collect, and how to analyze the results.

Types of Research Design

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Exploratory Research:

Exploratory research is a type of research conducted for a problem that has not been
clearly defined. Exploratory research helps determine the best research design, data
collection method and selection of subjects. It should draw definitive conclusions
only with extreme caution. Given its fundamental nature, exploratory research often
concludes that a perceived problem does not actually exist. Exploratory research
often relies on secondary research such as reviewing available literature and/or data,
or qualitative approaches such as informal discussions with consumers, employees,
management or competitors, and more formal approaches through in-depth
interviews, focus groups, projective methods, case studies or pilot studies. The
Internet allows for research methods that are more interactive in nature.

 Descriptive research:

Descriptive research, also known as statistical research, describes data and

characteristics about the population or phenomenon being studied. However, it does
not answer questions about eg: how/when/why the characteristics occurred, which is
done under analytic research. Although the data description is factual, accurate and
systematic, the research cannot describe what caused a situation. Thus, Descriptive
research cannot be used to create a causal relationship, where one variable affects
another. In other words, descriptive research can be said to have a low requirement
for internal validity. The description is used for frequencies, averages and other
statistical calculations. Often the best approach, prior to writing descriptive research,
is to conduct a survey investigation. Qualitative research often has the aim of
description and researchers may follow-up with examinations of why the
observations exist and what the implications of the findings are.

 Causal Research:

It is the testing of a hypothesis on the cause and effect within a given market. Casual
Research explores the effect of one thing on another and more specifically, the effect

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of one variable on another. The research is used to measure what impact a specific
change will have on existing norms and allows market researchers to predict
hypothetical scenarios upon which a company can base its business plan. For
example, if a clothing company currently sells blue denim jeans, casual research can
measure the impact of the company changing the product design to the color white.
Following the research, company bosses will be able to decide whether changing the
color of the jeans to white would be profitable. To summaries, casual research is a
way of seeing how actions now will affect a business in the future.

Chapter 2
Profile of Organisation

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AN OVERVIEW OF INDIAN CAR INDUSTRY

Starting its journey from the day when the first car rolled on the streets of Mumbai in
1898, the Indian car industry has demonstrated a phenomenal growth to this day.
Today, the Indian car industry presents a galaxy of varieties and models meeting all
possible expectations and globally established industry standards. Some of the
leading names echoing in the Indian car industry include Maruti Suzuki, Tata
Motors, Mahindra and Mahindra, Hyundai Motors, Hero Honda and Toyota Motors
etc.

During the early stages of its development, Indian car industry heavily depended on
foreign technologies. However, over the years, the manufacturers in India have
started using their own technology evolved in the native soil. The thriving market
place in the country has attracted a number of car manufacturers including some of
the reputed global leaders to set their foot in the soil looking forward to enhance their
profile and prospects to new heights.

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Industry emerges in India. In the initial years after independence Indian automobile
industry segment was a 1940s Morris model called the Ambassador. In 1953,
government of India and service their motor cars and trucks. In 1928, General
Motors India Ltd commenced commenced assembly of automobiles in Madras, and
the next year in Bombay and Calcutta. And in 1936, Addison & Co Ltd commenced
assembly of cars and trucks in Madras.

Motors, a Birla group company, began manufacturing operations in 1948 by

assembling Morris Oxford cars and Bedford trucks, gradually indigenizing the
components. In 1957, the Morris Oxford, substantially indigenized, was re-
introduced as the Hindustan Ambassador.

The car sector of India is the seventh largest in the world. The country is the largest
manufacturer of motorcycles and the fifth largest producer of commercial vehicles.
Industry experts have visualized an unbelievably huge increase in these figures over
the immediate future. In the year 2009, India rose to be the fourth largest exporter of
cars following Japan, South Korea and Thailand.

Company profile

Tata Motors is a part of the Tata Group manages Sons. The company was established
in 1950 as a later expanded its operations to commercial a joint venture with

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Daimler-Benz AG of commercial vehicles, Tata realized his company look at other

products. Based on consumer its share-holding through Tata locomotive
manufacturing unit and vehicle sector in 1954 after forming Germany. Despite the
success of its had to diversify and he began to demand, he decided that building a
small car would be the most practical new venture. So in 1998 it launched Tata
Indica, India's first fully indigenous passenger car. Designed to be inexpensive and
simple to build and maintain, the Indica became a hit in the Indian market. It was
also exported to Europe, especially the UK and Italy. After years of dominating the
commercial vehicle market in India, Tata Motors entered the passenger vehicle
market in 1991 by launching the Tata Sierra, a multi utility vehicle. After the launch
of three more vehicles, Tata Estate (1992, a station wagon design based on the earlier
'Tata Mobile' (1989), a light commercial vehicle), Tata Sumo (LCV, 1994) and Tata
Safari (1998, India's first sports utility vehicle). Tata launched the Indica in 1998, the
first fully indigenous passenger car of India. Though the car was initially panned by
auto-analysts, the car's excellent fuel economy, powerful engine and aggressive
marketing strategy made it one of the best selling cars in the history of the Indian
automobile industry. A newer version of the car, named Indica V2, was a major
improvement over the previous version and quickly became a mass-favorite. Tata
Motors also successfully exported large quantities of the car to South Africa. The
success of Indica in many ways marked the rise of Tata Motors.

 Production

Although the sector was hit by economic slowdown, overall production (passenger
vehicles ,commercial vehicles, two wheelers and three wheelers) increased from
10.85 million vehicles in2007-08 to 11.17 million vehicles in 2008-09. Passenger
vehicles increased marginally from 1.77million to 1.83 million while two-wheelers
increased from 8.02 million to 8.41 million .In recent times, India has emerged as
one of the favorite investment destinations for automotive manufacturers.

• Volvo Buses India is eyeing 35 per cent growth in domestic sales this year at 550-
600 units as against around 440 units sold in 2008.

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• Toyota Kirloskar Motor Pvt Ltd (TKML), the Indian subsidiary of Japan’s
Toyota Motor Corp, is increasing its investment by US$ 164.8 million at its
manufacturing site near Bangalore, to touch US$ 824.32 million by 2016.

• French carmaker, Renault, has completely recast its plans for India as part of a
new, aggressive approach that will see it producing cars in its Chennai plant by 2011.

• Hyundai has made India its global hub for manufacturing small cars. It will
invest US$ 1 billion in its second plant in Chennai by 2013. In addition, it is also
investing US$ 40 million in its research and development (R&D) facility in
Hyderabad.

•General Motors has so far invested about US$ 1 billion into its Indian operations.

•Mercedes-Benz will invest about US$ 64. 21 million in its plant at Chakan near
Pune.

 Domestic Market

Sales of cars and commercial vehicles have been impacted due to global
economic slowdown. However, in spite of that there has been a marginal
increase in the number of vehicle sold in 2008- 09 as compared to 2007-08. Total
number of vehicles sold including passenger vehicle, commercial vehicles, two-
wheelers and three-wheelers i n 2008-09 was 9.72 million as compared to 9.65
million in 2007-08. According to an Ernst &Young analysis, passenger vehicle sales
in the country will grow at a CAGR of 12 per cent to touch 3.75 million units by 2

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14 as against 1.89 million units at the end of 2008-09. While domestic market
is expect to contribute 2.75 million units to the total tally, the remaining 1 million
units would
contribute towards exports. Likewise, as per estimates by CARE Research, the
domestics two-wheeler sales will grow at a CAGR of 8.8 per cent by 2014 at11.3
million units vis-a-vis 7.43 million units in 2008-09. Honda Sie Cars India
(HSCI), the Indian subsidiary of the Japanese Honda Motor Co, said that its
sales will register double digit growth in the current financialyear.

 Exports

According to the Society of Indian Automobile Manufacturers (SIAM), automobile

sales (including passenger vehicles, commercial vehicles, two-wheelers and three-
wheelers) in the overseas markets increased to 1.53 million units in 2008-09 from
1.23 million units in 2007-
08. Export of passenger vehicles increased from 218,401 in 2007-08 to 335,739 units
in 2008-09. The growth in export was led by Hyundai Motor India, followed by
others such as MSIL, Mahindra Renault, Fiat India Automobiles, General Motors
India and Honda Sie Cars India,

 Policy

In order to make India a power to reckon with in the automotive sector the
government launched the Automotive Mission Plan (AMP) 2006-2016. The vision of
the AMP is "to emerge as the destination of choice in the world for design and
manufacture of automobiles and auto components with output reaching a level of
US$ 145 billion accounting for more than 10 per cent of the GDP and providing
additional employment to 25 million people by 2016." As per the AMP, it is
estimated that the total turnover of the automotive industry in India would be in the
order of US$ 122 billion-159 billion in2016. It is expected that in real terms, India
would continue to enjoy its eminent position of being the largest tractor and three-
wheeler manufacturers in the world and the world's second largest two-wheeler

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manufacturer. By 2016, India will emerge as the world's seventh largest car producer
(as compared to the eleventh largest currently) and retain the fourth largest position
in world truck manufacturing sector. Further, by 2016, the automotive sector would
double its contribution to the country's GDP from current levels of five per cent to 10
per cent.

VISION AND MISSION

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Product Range

 Tata Sumo

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Production 1994–present

Assembly Pune, India

Successor Victa, Victa DI, Sumo Grande

Class MUV, SUV (Sumo Grande)

Body style 5-door, Body on Frame

Layout Front Engine, Rear Wheel Drive

Engine 2.0L IDI

Transmission 5-speed manual

Wheelbase 2,400 mm (94.5 in)

Length 4,450 mm (175.2 in)

Width 1,756 mm (69.1 in)

Height 1,906 mm (75.0 in)

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 Tata Safari

Manufacturer Tata Motors

Also called Tata Dicor

Production 1998–present

Class SUV

Body style 5-door SUV

ne 2.0L turbodiesel I4 2.2L turbodiesel I4 3.0L turbodiesel I4

Transmission 5-speed manual

Wheelbase 2,650 mm (104.3 in)

Length 4,650 mm (183.1 in)

Width 1,918 mm (75.5 in)

Height 1,925 mm (75.8 in)

Kerb weight 1,920 kg (4,233 lb)

Related Tata Sumo

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 Tata Indica

"Tata Indica V2"

Manufacturer Tata Motors

Production 1998–present

Assembly Pune, Maharashtra, India

Class Supermini car

Layout FF layout

 Tata Nano

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Manufacturer Tata Motors Also called one-lakh car Production 2008–present

Assembly Pantnagar, Uttarkhand, India[1]

Charodi, Gujarat, India (since June 2010)[2]

Class City car

Body style 4-door

Layout RR layout

2 cylinder SOHC petrol Bosch multi-point fuel injection (single injector) all
aluminium 624 cc (38 cu in)

Transmission 4 speed synchromesh with overdrive in 4th Wheelbase 2,230

mm (87.8 in)[3]

Length 3,099 mm (122.0 in)[3]

Width 1,495 mm (58.9 in)[3]

Height 1,652 mm (65.0 in)[3]

Kerb weight 600 kg (1,300 lb)–635 kg (1,400 lb)[3] Designer Justin Norek
of Trilix, Pierre Castine[4]

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 Tata Altroz XE Diesel

Body Type

Hatchback
Fuel Type

Diesel
Segment

B
Transmission

Manual
Engine

1.5 L Turbocharged Revotorq

No of Gears

5
Displacement (cc)

1497
Emission Standard

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BS6

 Tata Harrier XE

Body Type SUV

Fuel Type Diesel

Segment D

Transmission Manual

Engine Kryotec 2.0L

Turbocharged Engine

No of Gears 6

Displacement (cc) 1956

Emission Standard BS6

 Tata Nexon XE

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Body Type SUV

Fuel Type Petrol

Segment D

Transmission Manual

Engine 1.2L

No of Gears 6

Displacement (cc) 1199

Emission Standard BS6

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ALL Products

Passenger cars and utility vehicles

Tata Sierra (Discontinued) Tata Estate (Discontinued) Tata Sumo/Spacio

Tata Sumo Grande Tata Safari

Tata Indica Tata Vista Tata Indigo Tata Manza
Tata Indigo Marina Tata Winger
Tata Magic Tata Nano
Tata Xenon XT Tata Aria
Tata Venture Tata Iris

Concept vehicles 2000 Aria Roadster

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2001 Aria Coupe

2002 Tata Indiva

2004 Tata Indigo Advent 2005 Tata Xover

2006 Tata Cliffrider

2007 Tata Elegante

2009 Tata Pr1ma

2010 Tata Versa

2010 Tata Essota

2011 Tata Pixel

Commercial vehicles Tata Ace

Tata Super Ace

Tata TL/Telcoline/207 DI Pickup Truck Tata 407 Ex and Ex2

Tata 709 Ex

Tata 809 Ex and Ex2 Tata 909 Ex and Ex2

Tata 1109 (Intermediate truck) Tata 1512 (Medium bus chassis)

Tata 1612/1616 (Heavy bus chassis) Tata 1618 (Semi Low Floor bus chassis)
Tata 1623 (Rear Engined Low Floor bus chassis) Tata 1518C (Medium truck)
Tata 1613/1615 (Medium truck) Tata 2515/2516 (Medium truck)
Tata Starbus (Branded Buses for city, inter city, school bus and standard
passenger transportation)
Tata Divo (Fully built luxury coach)

Tata CityRide (12 – 20 seater buses for intra-city use) Tata 3015 (Heavy truck)

Tata 3118 (Heavy truck) (8×2) Tata 3516 (Heavy truck)

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Tata 4018 (Heavy truck)

Tata 4923 (Ultra-Heavy truck) (6×4)

Tata Novus (Heavy truck designed by Tata Daewoo)

Tata Prima (The World Truck designed by Tata Motors and Tata Daewoo)

Military vehicles

Tata LSV (Light Specialist Vehicle) Tata Mine Protected Vehicle (4×4) Tata 2
Stretcher Ambulance

Tata 407 Troop Carrier, available in hard top, soft top, 4×4, and 4×2 versions Tata
LPTA 713 TC (4×4)
Tata LPT 709 E

Tata SD 1015 TC (4×4)

Tata LPTA 1615 TC (4×4)

Tata LPTA 1621 TC (6×6)

Tata LPTA 1615 TC (4×2)

MARKETING STRATEGIES ADOPTED BY TATA

Marketing strategy is a process that can allow an organization to concentrate its

limited resources on the greatest opportunities to increase sales and achieve a
sustainable competitive advantage. Marketing strategy includes all basic and long-
term activities in the field of marketing that deal with the analysis of the strategic

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initial situation of a company and the formulation, evaluation and selection of

market-oriented strategies and therefore contributes to the goals of the company and
its marketing objectives.

SALES STRATEGY

 SALES STRATEGY

According to American Marketing Association, sales promotion refers to “those

activities other than personal selling, advertising & publicity that stimulate consumer
purchasing & dealer effectiveness, such as display shows & exhibitions and various
other non-recurrent selling effort not in ordinary routine.”

 Sales Promotion Objectives

 To increase the sales & encourage the present consumers to use more frequently.

 To attract new customers by means of incentive campaigns etc.

 To build buying habit.

➢ To motivate & attract the sales force and get their cooperation.

➢ To improve manufacturer-dealer relationship.

➢ To help the new product enter into existing and new market.

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 Importance of Sales Promotion

 Spread Information.

 Stimulate Demand.

 Creates Product

Identity.

 Sales Promotion Method

S MEANING OBJECTIVE
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 SALES PROMOTION STRATEGY

➢ Tata True Value Outlet:-

Tata has aided customers by providing them the facility to bring their vehicle to a
'Tata True Value' outlet and exchange it for a new car, by paying the difference. They
are offered loyalty discounts in return. This helps them retain the customer.

➢ Tata Call Center:-

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Tata has proper customer complain handling cell under the CRM department. The
customer care will help the customers solving all their problems and answer all their
grievances.

➢ Tata Insurance:-

It is launched in 2002 Tata provides vehicle insurance to its customers with the help
of National Insurance Company, Bajaj Allianz. The service was set up by the
company with the inception of two subsidiaries Tata Insurance Distributors Service
Pvt. Ltd. And Tata Insurance Brokers Pvt. Ltd.

 Promotional Strategies

Road Shows

The company plans to stage road shows, to display vehicles in the pavilions during
various college festivals and exhibition. This car will appeal to youngsters more.

Television advertisements

Advertisements to promote and market our product will be shown on leading

television channels. Major music and sports channels will promote and they will
reach out to the youth will be promoted through Star, Zee, etc as it has more viewers.

Radio

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Radio is the medium with the widest coverage. Studies have recently shown high
levels of exposure to radio broadcasting both within urban and rural areas, whether
or not listeners actually own a set. Many people listen to other people's radios or hear
them in public places. So radio announcements will be made and advertisements will
be announced on the radio about the product features and price, qualities, etc.

Print Ads

Daily advertisements in leading newspapers and magazines will be used to promote

the product. Leaflets at the initial stage will be distributed at railway stations, malls,
college areas and various other locations.

Workshops and Seminars

Workshops and seminars will be held in colleges and big corporate to make people
aware about the companies past performance and product features, its affordability
and usage, vast distribution network. Road shows will be conducted where free trials
of the car would be

COMPETITVE ADVANTAGE OF TATA

➢ Dealer network across the country

Wide dealership network allows the company to service customers over a wider
geographical area than competitors. Currently, there are 140 outlets of Tata Motors.

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➢ True Value Operations

MUL providing its customers an opportunity to resale their car to MUL or exchange
with anew Tata car under its ‘True Value´ network has proven really beneficial. In
FY07True Value network touched 10000 units a month and more than 90% of that
resulted in the exchange of a new car

➢ Presence across segments

In a car manufacturing plant, the press shop, paint shop, engine and transmission
assembly, and machine shop are used for manufacturing different models A presence
across various segments ensures that the company retains its existing customers by
offering them upgrades from its portfolio of models.

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Chapter 3
Analysis and interpretation of data

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a) Sale according to survey

INTERPRETATION

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By analyzing the datas available about the sales figure it can be noted-

Vista Aqua is the most selling car amongst the other cars. Next comes the Vista Aura
and Vista Terra. These three cars constitute most of the sales. All other cars of tata
have around 23.33%

b) Awareness of all versions of Tata Passenger Car

Are you aware of all versions of Tata Indica Passenger car?

Cumulative
Percent
Frequency Percent Valid Percent
Valid YES 29 29.0 29.0 29.0
NO 71 71.0 71.0 100.0

Total 100 100.0 100.0

Awareness of all versions of Tata Passenger Car

71

29

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INTERPRETATION

From the above data we find out that most of the people surveyed are not aware of
all the versions of Tata Indica passenger car. Therefore more measures must be taken
to promote and create awareness about the cars available.

c) Sample of 30 customers, according to their income.

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INTERPRETATION

The above chart shows the annual income level of the 30 chosen samples. 17
samples have income ranging between 1 lakh and 3 lakhs. 6 people have income
between 3-5 lakh. 5 samples have income below 1 lakh. And the rest have income
above 5 lakh.

d) Car customers

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T.V. ads No.of

appeal people
Yes 7

No 23

INTERPRETATION

The above chart shows that out of 30 samples chosen for the survey, 13 are first time
users and the rest have used Tata cars more than once and they are satisfied an happy
with the car and they do not want to change to some other car.

e) Tele media creates a brand appeal.

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INTERPRETATION

The above chart indicates that tele media does not actually create a brand appeal.
Amongst the 30 samples, 23 feel that tele media is not so important in creating a
brand appeal. The performance, average and features create a brand appeal.

f) Customer Satisfaction from Tata cars.

Customer No.of
satisfaction people
Satisfied 11

Not satisfied 19

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INTERPRETATION

Tata passenger car users are not so satisfied from the tata cars though it gives the best
average amongst
same segment cars available and it is very economical. 19 out of 30 samples are
not satisfied with car and expect something better than the available cars.

g) Tata Passenger Cars, Creating brand value

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Brand No.of
value people
Yes 15
No 5

INTERPRETATION

The above chart shows that Tata Passenger cars do create a brand value. It is a big
competion to the other related brands available in the market. Only 5 out of 20
people feel that Tata cars do not create a brand value.

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h) Fac tors affecting buying of customers

INTERPRETATION

The above chart shows that 4 samples prefer Tata cars because it provides power
steering at a very low cost as compared to other cars. People say that Tata cars give
the best mileage and it is very economical, 14 people prefer Tata Motors because of
the mileage it gives. Most of the people prefer Tata Motors as it sells the cheapest
cars and at the same time provides features which cannot be found in other cars in
the same segment. It offers best features at least price.

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i) Searching Information before buying car

Did you search information for buying the car?

Cumulative
Percent
Frequency Percent Valid Percent
Valid YES 49 49.0 49.0 49.0
NO 51 51.0 51.0 100.0

Total 100 100.0 100.0

Searching Information before buying car

60

51
49

50

40
Percent

30

Did you search information for buying the car?

INTERPRETATION

The above chart shows that 51% people do not actually search for information before

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buying a car. They just simply buy a car according to their budget and the brand
value. They do not usually search for various cars in the same segment. The rest of
people prefer to do a detailed research on various cars and its features before buying
a new car.

j) Rating of Mileage given by vehicle

How will you rate the mileage given by your vehicle?

Cumulative
Percent
Frequency Percent Valid Percent

Valid Very good 17 17.0 17.0 17.0

Good 65 65.0 65.0 82.0

Neither good nor poor 13 13.0 13.0 95.0

poor 5 5.0 5.0 100.0

Total 100 100.0 100.0

Rating of Mileage given by vehicle

65

17
13

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INTERPRETATION

Tata cars are best in terms of mileage as they have been made for the common man.
From the data collected it was found that 17% of the samples feel that the mileage of
Tata cars is very good. 65% people have rated it as good. Some people say that the
mileage of the cars is not so good and not so bad also at the same time. Only 5% of
the chosen samples think that the mileage of the Tata cars is poor.

k) Rating the Frequency of Maintenance and Repair

will you rate the frequency of maintenance service and repair needs of your vehicle?

Cumulative
Percent
Frequency Percent Valid Percent

Valid Very frequent 23 23.0 23.0 23.0

Frequent 52 52.0 52.0 75.0

Neither frequent
14 14.0 14.0 89.0
nor frequent

Infrequent 7 7.0 7.0 96.0

very frequent 4 4.0 4.0 100.0

Total 100 100.0 100.0

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How w ill you rate the frequency of maintenance service and repair ne

INTERPRETATION

From the data collected we found that tata passenger cars need to be properly
maintained. It requires maintenance and repair frequently for smooth running. These
cars need servicing more frequently. The maintenance cost Tata cars is much more as
compared to various other cars in the same segment. If they are not maintained and
serviced regularly then it may give a problem in future. For long run of the car it
requires frequent serving and maintenance. If there is any break down in the car then
it has to be immediately repaired. The cost of repairing is a little more if we
compare it to maruti cars as its parts are a bit costly and are not available at all
places.

l) Rating the level of Comfort

How will you rate the level of comfortness of your vehicle?

Cumulative
Percent
Frequency Percent Valid Percent

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Valid Very good 34 34.0 34.0 34.0

Good 57 57.0 57.0 91.0

Neither good nor poor 6 6.0 6.0 97.0

poor 2 2.0 2.0 99.0

very poor 1 1.0 1.0 100.0

Total 100 100.0 100.0

Rating the level of Comfort

57

34

How w ill you rate the level of comf ortness of your vehicle?

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INTERPRETATION

When it comes to comfort Tata motors are one of the most comfortable cars. Whether
it comes to driving or the seating space, these cars are ranked amongst the top rated
cars available at competitive prices. 37% of the samples have rated Tata cars as very
good in terms of comfort. 57% have rated it as good. Some people feel that it is not
so good and not so bad bt it is satisfactory. But only 1% people say that Tata cars are
very poor when it comes to comfort.

FINDINGS

➢ TATA MOTORS is number three in passenger car market after Maruti - suzuki &
hyunda i.

➢ Majority of the customers see TATA MOTORS with savings.

➢ Most of the customers spend large sum of money

➢ Out of the samples, people are highly convinced that TATA MOTORS will yield
them better results

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➢ As the sales of Maruti grows as well as Hundai’s santro is still doing well in mid size
and small size segment so the INDICA VISTA may be a good options for the
company in this term for sustaining sales in long run as well as in the current
situations.

➢ Product will have a gradual progress. Because most industries would wait for the
response about the product from other Company

➢ Customers were educated by me, about fuel efficient cars by TATA MOTORS

Chapter 4
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Conclusion and Recommendations

4.1. conclusion

The study was conducted to measure,” THE CUSTOMER BEHAVIOR in

purchasing INDICA VISTA. The study was conducted on 30 Customers. A
questionnaire was designed to understand the market and create awareness about
TATA MOTORS. Based on the questionnaire, data was collected and analyzed and it
was found that the customers are willing to buy the Cars. However they are also
skeptic about it. Suggestions are provided based on customer requirements and
market situation. A nearest attempt has been made to make the study realistic and
suggestive, but it is not claimed that the findings and suggestions in the report are
perfect.

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4.2. recommendations

➢ Demo of the product should be made available to Customers, since most of the
purchase decisions are based on it

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➢ Technical details should be made available to the customers in the most accurate
numerical form

➢ The Indica has remained a bestseller throughout in the industry figuring in the top 3
selling list of cars for most of the years.

➢ The distribution channel should be more efficient to cater the demand during peak
seasons like during dushera, diwali, etc .The city like Allahabad is mostly dominated
by the working class like people employed in high court, AG office (accountant
general office) and government school employees who this year are getting more pay
due to the recommendations made by the sixth pay commission so , the sales for mid
size car can be enhanced in this scenario.

biblography

BOOKS:

•KOTLER PHILIP AND ARMSTRONG,

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• GARY MARKETING MANAGEMENT

•MARKETING RESEARCH by R Nandagopal & K Arul Rajan

MAGAZINES:

•MONEY TODAY

•BUSSINESS WORLD

•OUTLOOK PROFIT

•INDIA TODAY

WEBSITES”

•Tatamotors.com,

Annexure

QUESTIONAIRE

a) WHICH VEHICLE DO YOU OWN?

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b)ARE YOU AWARE OF ALL VERSIONS OF TATA

INDICA PASSENGER CARS ?

YES
NO

c) WHAT IS YOUR SALARY?

I. 1 lakh
II. 3 lakh
III. 5 lakh
IV. 8 lakh

d) Did YOU RIDE SOME OTHER VEHICLE BEFORE THIS?

YES NO

e) WHAT IS YOUR EXPERIENCE FROM PREVIOUS VEHICLES?

SATISFIED NOT SATISFIED

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f) DOES TV ad APPEAL YOU?

YES NO

g) DOES BRAND VALUE AFFECT YOUR DECISION ON BUYING VEHICLE?

YES NO

h) WHICH IS THE MOST ESSENTIAL THING YOU PREFER WHILE

BUYING A VEHICLE?

I. Mileage

II. Price

III. Power steering

IV. Others

i) DID YOU SEARCH INFORMATION FOR BUYING THE CAR ?

YES NO

j) HOW WILL YOU RATE MILEAGE GIVEN BY YOUR VEHICLE?

VERY GOOD GOOD

NEITHER GOOD NOR POOR POOR

k) HOW WILL YOU RATE THE FREQUENCY OF MAINTEINANCE

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SERVICE AND REAPIR NEEDS OF YOUR VEHICLE ??

VERY FREQUENT
NEITHER FREQUENT NOR FREQUENT

l) HOW WILL YOU RATE THE LEVEL OF

COMFORTNESS OF YOUR VEHICLE?

VERY GOOD
NEITHER GOOD NOR POOR
VERY
POOR

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