SUMMER TRANING PROJECT REPORT ON TATA MOTORS

Study on Consumer perception and future potential for TATAS CAR.

Submitted To: NITTU SAINI

Submitted BY: MANU PARTAP SINGH

EMax Institute of Engineering and Technology Ambala (Haryana)

DECLARATION CERTIFICATE I MANU PARTAP SINGH a student of MBA III Semester (2011-2012), at E-MAX INSTITUTE OF ENG. AND TECH. AMBALA, KURUKSHETRA University, HARYANA hereby declare that this Project Report under the title A Study on Consumer perception & future potential for TATA is the record of my original work under the guidance of MR. SURJEET SINGH (G.M) OF TATA FAIRDEAL MOTORS JAMMU. . This report has never been submitted to anywhere else for award of any degree/diploma. Name : MANU PARTAP SINGH Roll Number : EIET-57 College : E-MAX INSTITUTE OF ENG. AND TECH., KURUKSHETRA University HARYANA .Place: Date: Signature of the Student

ACKNOWLEDGEMENT It is a proud privilege on my part to express my sincere and humble gratitude to all those people who have helped me directly or indirectly in the completion of this project. I thank venerated who gave me an opportunity to undergo my project in FAIRDEAL MOTORS and extend their valuable help and I also thankful to my carports guide Mr. surjeet singh (general manager) for supporting me and guiding me throughout the project .I pay sincere thanks who spent his valuable time and knowledge and gave me whole hearted support and encouragement in carrying out this project .I thank all those executives and non executives of FAIDEAL MOTORS who spent their valuable time in interacting and giving their personal time in interviewing them .I am thankful to my faculty supervisor Mrs. Nittu saina supporting me and guiding me throughout the project. MANU PARTAP SINGH M.B.A (2011-2012)

CONTENTS Chapter 1 Introduction 1.1 Overview of Industry as a whole 1.2 Profile of the Organization 1.3. Growth of the Organization 1.4. S.W.O.T Analysis of the Organization 1.5. Porter's five forces analysis Chapter 2 - Objective & Methodology 2.1. Managerial usefulness of the study 2.2. Objectives 2.3. Limitation 2.4. Scope of the study 2.5. Research methodology Chapter 3 Conceptual Discussion (Theoretical backdrop & Literature Review) Chapter 4 -Data Analysis Chapter 5 - Findings and Recommendations ANNEXURES: Include the following details in this sectionBIBLIOGRAPHY

Chapter 1. INTRODUCTION 1.1 Overview of Indian Automobile Industry The automotive industry in India grew at a computed annual growth rate (CAGR) of 11.5 percentover the past five years, the Economic Survey 2011-12 Tabled in parliament on 2nd July09 said. The industry has a strong multiplier effect on the economy due to its deep forward and backward linkages with several key segments of the economy, a finance ministry statement said. The automobile industry, which was plagued by the economic downturn amidst a credit crisis,managed a growth of 0.7 percent in 2008-09 with passenger car sales registering 1.31 percentgrowth while the commercial vehicles segment slumped 21.7 percent.Indian automobile industry has come a long way to from the era of the Ambassador car to Maruti800 to latest TATA nano. The industry is highly competitive with a number of global and Indiancompanies present today. It is projected to be the third largest auto industry by 2030 and just behind to US & China, according to a report. The industry is estimated to be a US$ 34 billion industry. Indian Automobile industry can be divided into three segments i.e. two wheeler, three wheeler &four wheeler segment. The domestic two-wheeler market is dominated by Indian as well asforeign players such as Hero Honda, Bajaj Auto, Honda Motors, TVS Motors, and Suzuki etc. Maruti Udyog and Tata Motors are the leading passenger car manufacturers in the country. AndIndia is considered as strategic market by Suzuki, Yamaha, etc. Commercial Vehicle market iscatered by players like Tata Motors, Ashok Leyland, Volvo, Force Motors, Eicher Motors etc. The major players have not left any stone unturned to be global. Major of the players have got into the merger activities with their foreign counterparts. Like Maruti with Suzuki, Hero withHonda, Tata with Fiat, Mahindra with Renault, Force Motors with Mann.

1.2 PROFILE OF THE OR GANIZATIONTATA MOTORS LIMITED Tata Motors Limited is India's largest automobile company, with consolidated revenues of Rs.70, 938.85 crores (USD 14 billion) in 2008-09. It is the leader in commercial vehicles in each segment, and among the top three in passenger vehicles with winning products in the compact, midsize car and utility vehicle segments. The company is the world's fourth large struck manufacturer, and the world's second largest bus manufacturer .The company's 24,000 employees are guided by the vision to be "best in the manner in which we operate best in the products we deliver and best in our value system and ethics."Established in 1945, Tata Motors' presence indeed cuts across the length and breadth of India. Over 4 million Tata vehicles ply on Indian roads, since the first rolled out in 1954. The company's manufacturing base in India is spread across Jamshedpur (Jharkhand), Pune(Maharashtra), Lucknow (Uttar Pradesh), Pantnagar (Uttarakhand) and Dharwad (Karnataka).Following a strategic alliance with Fiat in 2005, it has set up an industrial joint venture withFiat Group Automobiles at Ranjangaon (Maharashtra) to produce both Fiat and Tata cars and Fiat power trains. The company is establishing a new plant at Sanand (Gujarat). The company's dealership, sales, services and spare parts network comprises over 3500 touch points; TataMotors also distributes and markets Fiat branded cars in India. Tata Motors, the first company from India's engineering sector to be listed in the New York Stock Exchange (September 2004), has also emerged as an international automobile company.Through subsidiaries and associate companies, Tata Motors has operations in the UK, SouthKorea, Thailand and Spain. Among them is Jaguar Land Rover, a business comprising the twoiconic British brands that was acquired in 2008. In 2004, it acquired the Daewoo CommercialVehicles Company, South Korea's second largest truck maker. The rechristened Tata DaewooCommercial Vehicles Company has launched several new products in the Korean market,while also exporting these products to several international markets. Today two-thirds of heavycommercial vehicle exports out of South Korea are from Tata Daewoo. In 2005, Tata Motorsacquired a 21% stake in Hispano Carrocera, a reputed

Spanish bus and coach manufacturer, andsubsequently the remaining stake in 2009. Hispano's presence is being expanded in other markets. In 2006, Tata Motors formed a joint venture with the Brazil-based Marcopolo, aglobal leader in body-building for buses and coaches to manufacture fully-built buses andcoaches for India and select international markets. In 2006, Tata Motors entered into joint venture with Thonburi Automotive Assembly Plant Company of Thailand to manufacture andmarket the company's pickup vehicles in Thailand. The new plant of Tata Motors (Thailand)has begun production of the Xenon pickup truck, with the Xenon having been launched inThailand in 2008.Tata Motors is also expanding its international footprint, established through exports since1961. The company's commercial and passenger vehicles are already being marketed in severalcountries in Europe, Africa, the Middle East, South East Asia, South Asia and South America.It has franchisee/joint venture assembly operations in Kenya, Bangladesh, Ukraine, Russia,Senegal and South Africa.The foundation of the company's growth over the last 50 years is a deep understanding of economic stimuli and customer needs, and the ability to translate them into customer-desiredofferings through leading edge R&D. With over 3,000 engineers and scientists, the company'sEngineering Research Centre, established in 1966, has enabled pioneering technologies and products. The company today has R&D centers in Pune, Jamshedpur, Lucknow, Dharwad inIndia, and in South Korea, Spain, and the UK. It was Tata Motors, which developed the firstindigenously developed Light Commercial Vehicle, India's first Sports Utility Vehicle and, in1998, the Tata Indica, India's first fully indigenous passenger car. Within two years of launch,Tata Indica became India's largest selling car in its segment. In 2005, Tata Motors created anew segment by launching the Tata Ace, India's first indigenously developed mini-truck.In January 2008, Tata Motors unveiled its People's Car, the Tata Nano, which India and theworld have been looking forward to. The Tata Nano has been subsequently launched, as planned, in India in March 2009. A development, which signifies a first for the globalautomobile industry, the Nano brings the comfort and safety of a car within the reach of thousands of families. The standard version has been priced at Rs.100, 000 (excluding VATand transportation cost).Designed with a family in mind, it has a roomy passenger compartment with generous legspace and head room. It can comfortably seat four persons. Its mono-volume design will set anew benchmark among small cars. Its safety performance exceeds regulatory requirements inIndia. Its tailpipe emission performance too exceeds regulatory requirements. In terms of overall pollutants, it has a lower pollution level than two-wheelers being manufactured in Indiatoday. The lean design strategy has helped minimize weight, which helps maximize performance per unit of energy consumed and delivers high fuel efficiency. The high fuelefficiency also ensures that the car has low carbon dioxide emissions, thereby providing thetwin benefits of an affordable transportation solution with a low carbon footprint.In May 2009, Tata Motors introduced ushered in a new era in the Indian automobile industry,in keeping with its pioneering tradition, by unveiling its new range of world standard truckscalled Prima. In their power, speed, carrying capacity, operating economy and trims, they willintroduce new benchmarks in India and match the best in the world in performance at a lower life-cycle cost.

Tata Motors is equally focused on environment-friendly technologies in emissions andalternative fuels. . It has developed electric and hybrid vehicles both for personal and publictransportation. It has also been implementing several environment-friendly technologies inmanufacturing processes, significantly enhancing resource conservationThrough its subsidiaries, the company is engaged in engineering and automotive solutions,construction equipment manufacturing, automotive vehicle components manufacturing andsupply chain activities, machine tools and factory automation solutions, high-precision toolingand plastic and electronic components for automotive and computer applications, andautomotive retailing and service operations.Tata Motors is committed to improving the quality of life of communities by working on four thrust areas employability, education, health and environment. The activities touch the livesof more than a million citizens. The company's support on education and employability isfocused on youth and women. They range from schools to technical education institutes toactual facilitation of income generation. In health, our intervention is in both preventive andcurative health care. The goal of environment protection is achieved through tree plantation,conserving water and creating new water bodies and, last but not the least, by introducingappropriate technologies in our vehicles and operations for constantly enhancing environmentcare.With the foundation of its rich heritage, Tata Motors today is etching a refulgent future.

HISTORY OF TATA MOTORS The Company wasincorporated on 1st September 1945 at Mumbai to manufacture diesel vehicles for commercial use, excavators, industrial shunter, dumpers, heavy forgings and machine tools. The commercial diesel vehicles which were known `Tata Mercedes Benz' (TMB)is now called `Tata' vehicles after the expiry of the collaboration agreement with Daimler-BenzAG, West Germany.In 1960 the company's name, which was Tata Locomotive & Engineering Company Ltd. waschanged to Tata Engineering & Locomotive Company Ltd . In the year 1987 the companyundertook to set up a new forge shop, a high output foundry line, a new paint shop as well asaugmentation of engine and gearbox manufacturing facilities, all at Jamshedpur In 1991 during the year the company entered into a collaborative agreement with an internationally renowned engine research and development organization to jointly develop higher horsepower, fuel efficient diesel and petrol engines to meet the future requirements of th company. The last quarter saw the company launching two new passenger vehicles, the SIERR A and the ESTATE totally designed and manufactured in India. The company acquired a BIFR company, M/s No duron Founders Maharashtra Ltd. The total cost for Telco worked out to Rs.18crores as against setting up of similar critical castings foundry. During the year company launched new earth moving equipment TWK-3036 Tata Front End Wheel Loader. Two new models in the EX series of hydraulic excavators were launched. A 10 tonne pick and carryparticulated crane, designed and developed in-house was also introduced. During the year company entered into an agreement with Nachi-Fujikoshi Corporation, Japan to manufacture arcand spot welding robots suitable for automobile manufacturing applications. During the year,company undertook to set up a joint venture with Asian Glass Co. Ltd., Japan to manufacturefloat glass to be used as wind shields for automobiles. ACC along with Tata Exports Ltd. participated in the joint venture. The joint venture named as Floathlass India Ltd., the Companywould have a stake of 16.33%. Tata Cummins Ltd., Mercedes-Benz (India) Ltd., Tata HolsetLtd., Tata Precision Industries, Singapore and Nita Company Ltd., are the joint Ventures of theCompanyTaking advantage of the broad banding policy announced by the Government of India, theCompany entered into a collaboration agreement with Honda Motor Co. Ltd., Japan, for themanufacture of their `ACCORD' model of cars in India. On 22nd April, an agreement wasentered into between Daimler-Benz AG and Mercedes Benz AG, Germany to setup a jointventure company Mercedez-Benz India to manufacture `E' class paneyer cans and engines inIndia.During the year 1995 a new double pick-up and Army Version of various Telco Vehicles weredeveloped. A new petro engine and turbo diesel engine, an up-graded 709 LCV, new sportsutility vehicle Safari expected to be launched shortly. A 25 tonne 6 X 2 truck and a bus withcummins engine were launched.Tata Engineering and Locomotive Company (TELCO), has acquired a second hand paint shop,machine line and cylinders from the Australian unit of the Japanese auto giant, Nissan. TELCOis believed to have picked up the unit for Rs. 70 crore. The total cost of import duty would be Rs100 crore. During the year a machine tool division was expanded so as to double its machine building capacity and significantly reduce production times.

The Company has launched "TATA SAFARI " in its Multi utility vehicle segment. Tata Holset'sturbo charger plant inaugurated on November 25, 1996.In 1997, the Tata Engineering and Locomotive Company Ltd. (TELCO) have emerged asnumerous uno in the Review 200 survey conducted by the Far Eastern Economic Review inassociation with Citi Bank. The Company introduced a 9-tonne vehicle which was well receivedin the market. A 40 tonne tractor trailer powered by a Tata Cummins Engineering wasintroduced. The Company developed a low floor bus chassis to meet the specific needs of urbantransport. The Company signed a new agreement with Hitachi for manufacture of upgradedversions of existing range of excavators.The year 1998- Tata Engineering and Locomotive Company Ltd (Telco) announced a tie-up withTata Finance Ltd and ANZ Grindlays Banks as the official financiers for its small car "Indica " to be launched in December. Tata Engineering Locomotive Company Ltd (Telco) sold itsconstruction equipment business into a new subsidiary company, Telco Construction EquipmentCompany Ltd. The Company in its small car segment has launched " Tata Indica" which evokedan overwhelming response in the Indian market. A new range of cummins engine poweredvehicle which include a 35 tonne and a 40 tonne articulated truck and two variants of buses To make substantial improvement in the quality of bus bodies available with TATA vehicles, theCompany encouraged collaboration between Fuji Heavy Industries of Japan and the AutomobileCorporation of Goa. The new project undertakes production of bodies on TATA chassis,conforming to the most exacting international standards. Concorde Motors Ltd., a Joint Venture between Tata Engineering and Jardine International Motors (Mauritius) Ltd. was appointed asdealer for the Company's passenger cars in several cities across the country, in Feb 1998.The year 1999Telco became the first Indian manufacturer to offer commercial vehicles meetingeuro-I emission norms, a year before they are due to be introduced in the country. It is proposedto make TCECL a one-stop shop for construction equipment and earthmoving machinery. In Oct1999, the Company won the National award for R&D Efforts in Development of IndigenousTechnology in the Mechanical Engineering Industries Sector instituted by Department of Scientific and Industrial Research, Ministry of Science and Technology for the year 1999. SKF Bearings India Ltd has signed an agreement with Telco to supply hub bearings for its latest model Tata Indica .2000 saw the Company working towards introducing two new petrol-driven variants of its small car Indica , powered by a multi-point fuel injection engine. The Company launched the Indica 2000, the Euro II Complaint, 75 BHP multi-point fuel injection (MPFI) version of Indica . The Company has won the National Technology Award for indigenous development and commercialization of the tata Indica car. The Company has launched its new hi-tech Indica2000 car with MPFI petro engine in Guwahati.Tata Engineering & Locomotive Co. is renamed as Tata Engineering Ltd. It replaced its three-shift production line with a one-shift daily schedule starting from 26th June. In the same year FICCI-SEDF- Business world-Compaq award for social responsiveness was awarded to thecompany. The Central Pollution Control Board for Environmental Technology award has been presented to Tata Engineering in recognition of its contribution towards efforts to conserve theenvironment. TATA Engineering on September 10 announced the addition of MPFI petrolversion to the Indica V2 range.In year 2002 Foreign Institutional Investors (FII) hike stake in the company to 13.34% launchessix new products in light, medium and heavy vehicles segments on Jan 15 during Auto Expo.Announces financial restructuring. Displays its Tata Sedan car at the Geneva Motor Show.Indica adjudged top selling B-segment car in 2002.Launches

two new motorsport cars (The Zeroand Double Zero Pace cars). High Court Approves Tata Engineering's Financial Restructuring.Tata Engg, BPCL tie up to market co-branded lubricants.Tata Steel's investment in TataEngineering has been hiked to Rs 117.98 crore over the last year. Telco names Sedan as TataIndigo .Unveils 'EX' series of medium and heavy commercial vehicles.Indica sales cross two-lakh mark .Collaborates with Nippon-Arcelor for technical knowhow on CR steel. ReceivesTeri's (The Energy and Resources Institute) CoREBCSD (Corporate roundtable on development tof strategies for sustainable development and environment-business council for sustainabledevelopment) corporate social responsibility (CSR) awards for '01-02. Unleashes Safari's petrolversion; priced at Rs 9.35 lakh.

The year 2003- Tata Unveils City Rover.Tata Motors Ltd signed a binding Memorandum of Understanding (MoU) with Deawoo Commercial Vehicle Company Ltd (DWCV), Korea for theacquisition of this company. It introduces Tata SFC 407 EX Turbo Light Commercial Vehicle(LCV). The Company changed from 'TELCO ' to 'TATAMOTORS' w.e.f December 24, 2003. Inthe same year Tata Safari ranks No 1 in MUV/SUV segment.2004:- The year of glory. Tata Motors launch an upgraded version Indica on January 15, 2004,in a bid to shore up sales of the small car.Auto Expo: Tata unveils new version of Indica. Tata Motors unveils Indica V2 . Tata Motorslaunches new Indica V2 in Kerala. Tata Motors introduces new ' Indicab ' for tour operators. Themuch hyped Rs one lakh passenger car project of Tata Motors was going ahead as planned. TataMotors enters agreement with Ukraine bus building firm. Tata Motors enters into agreement withEtalon. In a move to consolidate its presence in the light commercial vehicles segment, TataMotors has launched a new variant of its 407 series with increased pay load capacity called SFC407EX. Tata Motors buys Daewoo truck unit for Rs 465 crore. Tata Motors unveils Tata SFC407 EX. Tata Motors inks agreement with Austrian, French companies. Acquires DaewooCommercial Vehicle Company Ltd (DWCV), Korea. Tata Motors launches most anticipated new6-tn truck in India.Tata Motors, the country's largest commercial vehicles manufacturer unveiled the new LPT909EX Turbo Truck in Tamil Nadu. Tata Motors and Tata Africa unveiled a range of passenger cars, utility vehicles, pick-ups, trucks and buses for the South African market. Tata Motors haslaunched a face lifted version of its multiutility vehicle, Tata Sumo . Tata motors rolls out TataSFC 407EX BS II turbo light commercial vehicle.Tata Motors unveils Tata Safari DICOR in Kerala market on August 11, 2005. Tata Motorsrolls out 2 luxury variants of Indigo . Tata Motors unveiled new Indica V2 Turbo with a pricetag of Rs 4.10 lakh for D LG variant and Rs 4.31 lakh for DLX. Tata Motors ropes in CVTech tomake parts for its small car. Tata Daewoo inks pact with Pakistan co.Tata Motors has been presented the Golden Peacock Global Award for Corporate SocialResponsibility (CSR) in the Large Business category by the Institute of Directors in 2007. TataMotors buys Nissan facility in S. Africa. Tata Motors has got a prestigious order from the DelhiTransport Corporation (DTC) for 500 non-AC, CNG-propelled buses. Tata Motors Ltd hasappointed Mr. P M Telang as Executive Director (Commercial Vehicles).

2.3 LIMITATIONS

The study is confined to Gaya area only.

There is possibility of sampling errors in the study.

The responses of the consumers may not be genuine.

The questions included in the questionnaire may not be comprehensive.

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.

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

This study will be limited to only some areas of Gaya.

Lack of professional approach since researcher is a student.

The sample size is only 100 so the sample may not be truly representative of the Gaya population. 2.4 SCOPE OF THE STUDY These are some of the scope of the study: 1. From the research analysis we can find that, whats a person first look in a dream car.2. The study can be used to know the perception of consumer about Tata Motors.3. The present study can be extended to access the present marketing condition of Indianautomobile sector.4.

The study can be used to design a proper product, price, place and promotional strategyfor the market.5. From the present study we can know the market share of different products andaccordingly formulated strategy to enhance it.This study can be applied to find out an effective distribution channel to enhance the sale of various products of Tata motors

2.5 RESEARCH METHODOLOGY The purpose of methodology is to describe the process involved in research work. This includes the overall research design, data collection method, the field survey and the analysis of data. SOURCE OF DATA COLLECTION: PRIMARY:For my survey primary data have been used as a questionnaire to collect the data.SECONDARY:The secondary data has been collected from the following modes:

Magazines

Books

Newspaper

Data through internet sources RESEARCH DESIGN: Research Design is the arrangement for conditioned for data collection & analysis of data in amanner that aims to combined relevance to research purpose with economy in procedure.A research design is a master plan or model for the conduct of formal investigation. It is blue print that is followed in completing study.The research conducted by me is a descriptive research. This is descriptive in nature becausestudy is focused on fact investigation in a well-structured from and is based on primary data. RESEARCH PLAN For completing my study I have gone for sample study because looking at the size of population& the time limitation it was not convenient for me to cover entire population. Hence, I have gonefor sample study rather than census study. SAMPLING PLAN: A sample design is a definite plan for obtaining a sample from a given population. It refers to thetechnique or the procedure that researcher would adopt in selecting items to be inched in thesample i.e. the size of sample. Sampling plan is determined before data are collected. STEPS IN SAMPLING PLAN: SAMPLING FRAME:The list of sampling units from which sample is taken is called sampling frame. Gaya City mapwas studied thoroughly and samples were selected from the place in a scattered manner to geteffective result.

SAMPLING SIZE:Total sample size is 150. (For consumer perception about TATA MOTORS) andTotal sample size is 50. (For consumer perception about exclusive showroom FAIRDEAL motors ltd)SAMPLING PROCEDURE:The selection of respondents were accordingly to be in a right place at a right time and so thesampling were quite easy to measure, evaluate and co-operative. It was a randomly areasampling method that attempts to obtain the sample of convenient. ANALYSIS : The important factors and datas collected were sequentially analyzed and graphed. FIELD WORK: I have collected the data through medium called questionnaire collecting the responses from 100(50 for showroom) people in all. I had done my field work in the following area.narwal, samba CANT AREA. Gangyal bye pass, jammu.I started my project very first educating the respondents about my entire project, and ask them tocooperate with me. Mostly all the respondent were aware of this type of surveys. So I didntface any type of difficulty during my project in the process of explaining and taking their responses on the questionnaire.

C O N C E P T U A L

C H A P T E R 3 DI S C U S S I O N M A R K E T I N G

What is marketing? There are many different definitions of marketing. Consider some of the following alternative definitions: The all-embracing function that links the business with customer needs and wants I n order to get the right product to the right place at the right timeThe achievement of corporate goals through meeting and exceeding customer need s better than the competitionThe management process that identifies, anticipates and supplies customer requirements efficiently and profitablyMarketing may be defined as a set of human activities directed at facilitating and consummating exchanges Which definition is right? In short, they all are. They all try to embody the essence of marketing: Marketing is about meeting the needs and wants of customers; Marketing is a business-wide function it is not something that operates alone from other business activities; Marketing is about understanding customers and finding ways to provide products or services which customers demand. To help put things into context, you may find it helpful to often refer to the following diagram which summarises the key elements of marketing and their relationships:

M a r k e t i n g C o n c e p t a n d O r i e n t a t i o n It is a fundamental idea of marketing that organisations survive and prosper through meeting theneeds and wants of customers. This important perspective is commonly known as the marketingconcept.The marketing concept is about matching a company's capabilities with customer wants. Thismatching process takes place in what is called the marketing environment.Businesses do not undertake marketing activities alone. They face threats from competitors, andchanges in the political, economic, social and technological environment. All these factors haveto be taken into account as a business tries to match its capabilities with the needs and wants of its target customers.An organisation that adopts the marketing concept accepts the needs of potential customers asthe basis for its operations. Success is dependent on satisfying customer needs. What are customer needs and wants? A need is a basic requirement that an individual wishes to satisfy.People have basic needs for food, shelter, affection, esteem and self-development. Many of theseneeds are created from human biology and the nature of social relationships. Customer needs are,therefore, very broad. Whilst customer needs are broad, customer wants are usually quite narrow.A want is a desire for a specific product or service to satisfy the underlying need.Consider this example:Consumers need to eat when they are hungry.What they want to eat and in what kind of environment will vary enormously. For some, eatingat McDonalds satisfies the need to meet hunger. For others a microwaved readymeal meets theneed. Some consumers are never satisfied unless their food comes served with a bottle of fineChardonnay.Consumer wants are shaped by social and cultural forces, the media and marketing activities of businesses. This leads onto another important concept - that of customer demands. Consumer demand is a want for a specific product supported by an ability and willingness to pay for it.For example, many consumers around the globe want a Mercedes. But relatively few are ableand willing to buy one.Businesses therefore have not only to make products that consumers want, but they also have tomake them affordable to a sufficient number to create profitable demand. Businesses do notcreate customer needs or the social status in which customer needs are influenced. It is notMcDonalds that make people hungry. However, businesses do try to influence demand bydesigning products and services that are

M A R K E T I N G MIX The marketing mix is generally accepted as the use and specification of the four Ps describingthe strategic position of a product in the marketplace. One version of the origins of the marketingmix starts in 1948 when James Culliton said that a marketing decision should be a result of something similar to a recipe. This version continued in 1953 when Neil Borden, in hisAmerican Marketing Association presidential address, took the recipe idea one step further andcoined the term 'Marketing-Mix'. A prominent marketer, E. Jerome McCarthy, proposed a 4 Pclassification in 1960, which would see wide popularity. The four Ps concepts are explained inmost marketing textbooks and classes. DEFINITION Although some marketers[who?] have added other Ps, such as personnel and packaging, thefundamentals of marketing typically identifies the four Ps of the marketing mix as referring to:Product -An object or a service that is mass produced or manufactured on a large scale with aspecific volume of units. A typical example of a mass produced service is the hotel industry. Aless obvious but ubiquitous mass produced service is a computer operating system. Typicalexamples of a mass produced objects are the motor car and the disposable razor.Price The price is the amount a customer pays for the product. It is determined by a number of factors including market share, competition, material costs, product identity and the customer's perceived value of the product. The business may increase or decrease the price of product if other stores have the same product.Place Place represents the location where a product can be purchased. It is often referred to asthe distribution channel. It can include any physical store as well as virtual stores on the Internet.Promotion Promotion represents all of the communications that a marketer may use in themarketplace. Promotion has four distinct elements - advertising, public relations, word of mouthand point of sale. A certain amount of crossover occurs when promotion uses the four principalelements together, which is common in film promotion. Advertising covers any communicationthat is paid for, from television and cinema commercials, radio and Internet adverts through printmedia and billboards. One of the most notable means of promotion today is the PromotionalProduct, as in useful items distributed to targeted audiences with no obligation attached. Thiscategory has grown each year for the past decade while most other forms have suffered. It is theonly form of advertising that targets all five senses and has the recipient thanking the giver.Public relations are where the communication is not directly paid for and includes press releases, MARKET RESEARCH Market research is for discovering what people want, need, or believe. It can also involve discovering how they act. Once that research is complete it can be used to determine how to market your specific product. MR-Anywhere is a very good platform for market research and analysis For starting up a business there are a few things that are important:Market informationMarket information is making known the prices of the different commodities in the market, thesupply and the demand. Information about the markets can be obtained in several differentvarieties and formats.Examples of market information questions are: Who are the customers? Where are they located and how can they be contacted? What quantity and quality do they want ? When is the best time to sell? Market segmentation Market segmentation is the division of the market or population into subgroups with similar motivations. Widely used bases for segmenting include geographic differences, personality differences, demographic differences, use of product differences, and psychographic differences. Market trend s The upward or downward movements of a market, during a period of time. The market size is more difficult to estimate if you are starting with something completely new. In this case, youwill have to derive the figures from the number of potential customers or customer segments.[Ilar 1998]But besides information about the target market you also need information about your competitor, your customers, products etc. A few techniques are:

CHAPTER 5 - FINDINGS AND RECOMMENDATIONS FINDINGS

Tata Motors is number three in passenger car market after maruti-suzuki & hyundai.

Fairdeal motors LTD have well knowledgeable sales persona and the spend enough time with customer.

All model and colors of Tata s car is available in showroom.

Fairdeal motors ltd always offer test drive to every customer and discount offer.

But fairdeal motors LTD are not providing better service after sales .

According to sample tata motors are providing better safety than other cars manufacture.

Majority of sample think that price of Tatas car parts are not available everywhere, and itis costly than other car parts

Fuel mileage of Tata car is good, but not better.

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

Customers were educated by me, about fuel efficient cars by Tata Motors.

Improving the marketing Strategies

Making the decision to capture the rural market. by introducing tata nano is giving better result.

More test drives should be offered.

Advertisement in mass media such as television, newspapers, and magazines are best means to spread awareness about brand repositioning. And it is a better medium to attract the customer. Recommendation Though I am young enough and not that experienced but I have tried my best tocome out with suggestion which may be helpful for fairdeal motors Pvt. Ltd.

Service (after sale) is not good, most of the customer are saying, so company should improve the service facility. And company should fulfill the commitments

FAIRDEAL MOTORS, JAMMU

Various

Products of TATA Motors [1] Passenger cars and utility vehicles Tata Indigo SW y y Tata Estatey Tata Sumo/ Spacioy Tata Safari y Tata Indica Tata Sierra

Tata Indigo y Tata Indigo Marina y Tata Winger y Tata Nano y Tata Xenon XT y Tata Xover (2009)

a sht r a. Tata Low Floor Buses Are a lso used bya dminis t r at ions in Del h i, Mumb a i, Pune, Ud a ipur and Indorey Tata Tata T L/ T el c oline /207 DI Pi ck up T ruck y Tata 407 Exand Ex2y Tata709 Exy Tata 809 Exand 2 y Tata 909 Exand Ex2y Tata 1109 (In t ermedi at e t ruck)y Tata1510/1512 (Medium bus)y Tata 10/1616 (Heavy bus)y Tata 1613/1615 (Medium t ruck)y Tata 2515/2516 (Medium t ruck)y Tata Starbus (Medium Bus) y Tata Globus (Low Floor Bus)

motors should takes less time as much as possible to fulfill the commitments. To make a good picture in consumer s mind.

Price of parts should be reasonable. And available every where.

To increase its visibility so that different segments of the customer will notice the products of Tata motors in varied ways.

Various Products of TATA Motors [1] Passenger cars and utility vehicles Tata Indigo SW y Tata Sierr a y Tata Es tat e y Tata Sumo/ Sp ac io y Tata S afa ri y Tata Indi ca y Tata Indigo

y Tata Indigo M a rin a y Tata Winger y ad

To make substantial improvement in the quality of bus bodies available with TATA vehicles, theCompany encouraged collaboration between Fuji Heavy Industries of Japan and the AutomobileCorporation of Goa. The new project undertakes production of bodies on TATA chassis,conforming to the most exacting international standards. Concorde Motors Ltd., a Joint Venture between Tata Engineering and Jardine International Motors (Mauritius) Ltd. was appointed asdealer for the Company's passenger cars in several cities across the country, in Feb 1998.The year 1999-Telco became the first Indian manufacturer to offer commercial vehicles meetingeuro-I emission norms, a year before they are due to be introduced in the country. It is proposedto make TCECL a one-stop shop for construction equipment and earthmoving machinery. In Oct1999, the Company won the National award for R&D Efforts in Development of IndigenousTechnology in the Mechanical Engineering Industries Sector instituted by Department of Scientific and Industrial Research, Ministry of Science and Technology for the year 1999. SKFBearings India Ltd has signed an agreement with Telco to supply hub bearings for its latestmodel Tata Indica .2000 saw the Company working towards introducing two new petrol-driven variants of its smallcar Indica , powered by a multi-point fuel injection engine. The Company launched the Indica 2000, the Euro II Complaint, 75 BHP multi-point fuel injection (MPFI) version of Indica . TheCompany has won the National Technology Award for indigenous development andcommercialization of the Tata Indica car. The Company has launched its new hi-tech Indica2000 car with MPFI petro engine in Guwahati.Tata Engineering & Locomotive Co. is renamed as Tata Engineering Ltd. It replaced its three-shift production line with a one-shift daily schedule starting

from 26th June. In the same year FICCI-SEDF- Business world-Compaq award for social responsiveness was awarded to thecompany. The Central Pollution Control Board for Environmental Technology award has been presented to Tata Engineering in recognition of its contribution towards efforts to conserve theenvironment. TATA Engineering on September 10 announced the addition of MPFI petrolversion to the Indica V2 range.In year 2002 Foreign Institutional Investors (FII) hike stake in the company to 13.34% launchessix new products in light, medium and heavy vehicles segments on Jan 15 during Auto Expo.Announces financial restructuring. Displays its Tata Sedan car at the Geneva Motor Show.Indica adjudged top selling B-segment car in 2002.Launches two new motorsport cars (The Zeroand Double Zero Pace cars). High Court Approves Tata Engineering's Financial Restructuring.Tata Engg, BPCL tie up to market co-branded lubricants.Tata Steel's investment in TataEngineering has been hiked to Rs 117.98 crore over the last year. Telco names Sedan as TataIndigo .Unveils 'EX' series of medium and heavy commercial vehicles. Indica sales cross two-lakh mark .Collaborates with Nippon-Arcelor for technical knowhow on CR steel. ReceivesTeri's (The Energy and Resources Institute) CoRE-BCSD (Corporate roundtable on developmentof strategies for sustainable development and environment-business council for sustainabledevelopment) corporate social responsibility (CSR) awards for '01-02. Unleashes Safari's petrolversion; priced at Rs 9.35 lakh.

The year 2003- Tata Unveils CityRover .Tata Motors Ltd signed a binding Memorandum of Understanding (MoU) with D eawoo Commercial Vehicle Company Ltd (DWCV), Korea for theacquisition of this company. It introduces Tata SFC 407 EX Turbo Light Commercial Vehicle(LCV). The Company changed from 'TELCO ' to 'TATAMOTORS' w.e.f December 24, 2003. Inthe same year Tata Safari ranks No 1 in MUV/SUV segment.2004:- The year of glory. Tata Motors launch an upgraded version Indica on January 15, 2004,in a bid to shore up sales of the small car.Auto Expo: Tata unveils new version of Indica. Tata Motors unveils Indica V2 . Tata Motorslaunches new Indica V2 in Kerala. Tata Motors introduces new ' Indicab ' for tour operators. Themuch hyped Rs one lakh passenger car project of Tata Motors was going ahead as planned. TataMotors enters agreement with Ukraine bus building firm. Tata Motors enters into agreement withEtalon. In a move to consolidate its presence in the light commercial vehicles segment, TataMotors has launched a new variant of its 407 series with increased pay load capacity called SFC407EX. Tata Motors buys Daewoo truck unit for Rs 465 crore. Tata Motors unveils Tata

SFC407 EX. Tata Motors inks agreement with Austrian, French companies. Acquires DaewooCommercial Vehicle Company Ltd (DWCV), Korea. Tata Motors launches most anticipated new6-tn truck in India.Tata Motors, the country's largest commercial vehicles manufacturer unveiled the new LPT909EX Turbo Truck in Tamil Nadu. Tata Motors and Tata Africa unveiled a range of passenger cars, utility vehicles, pick-ups, trucks and buses for the South African market. Tata Motors haslaunched a face lifted version of its multiutility vehicle, Tata Sumo . Tata motors rolls out TataSFC 407EX BS II turbo light commercial vehicle.Tata Motors unveils Tata Safari D ICOR in Kerala market on August 11, 2005. Tata Motorsrolls out 2 luxury variants of Indigo . Tata Motors unveiled new Indica V2 Turbo with a pricetag of Rs 4.10 lakh for D L G variant and Rs 4.31 lakh for D LX. Tata Motors ropes in CVTech tomake parts for its small car. Tata Daewoo inks pact with Pakistan co.Tata Motors has been presented the Golden Peacock Global Award for Corporate SocialResponsibility (CSR) in the Large Business category by the Institute of Directors in 2007. TataMotors buys Nissan facility in S. Africa. Tata Motors has got a prestigious order from the DelhiTransport Corporation (DTC) for 500 non-AC, CNG-propelled buses. Tata Motors Ltd hasappointed Mr. P M Telang as Executive Director (Commercial Vehicles).

Various Products of TATA Motors [1] Passenger cars and utility vehicles Tata Indigo SW y Tata Sierr a y Tata

Es tat e y Tata Sumo/ Sp ac io y Tata S afa ri y Tata Indi ca y Tata Indigo y Tata Indigo M a rin a y Tata Winger y Tata N a no y Tata Xenon X T y Tata

Xover

(200

[2] Concept vehicles Tata Cliffrider y 2000 Aria ROADS t er y 2001 AriaCoupe y 2002 Tata Indica y 2002 Tata Indiva y 2004 Tata Indigo Advent y 2005 Tata Xover y 2006 Tata Cliffrider y 2007 Tata Elegante y 2009 Tata Prima

Tata Nano y Tata Xenon XT y Tata Xover (2009)