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Akanksha Jain (10609133) Anurag Teotia (10609139) Ashish Kumar Singh (10609141) Bhawna Priyadarshi (10609143) Dhananjay Kumar (10609146) Vaibhav Gupta (10609183)
To find out the various Products offered by Tata Motors and their Prices. Most of the distributors agreed that „MARUTI SUZUKI‟ is the most striking brand among the people because of its features like economic value. low maintenance cost and high resale value. Most of the other brands were more or less in same proportion.Baker. The most prevalent brand was found to be MARUTI SUZUKI. To study the Distribution Network and promotional activities of the company To conduct a survey on „consumer preference for cars and heavy duty vehicles. They need to focus now on the marketing strategy in heavy duty vehicle section also as they did in case of Tata Ace. Though Tata Motors is facing tough competition with Maruti Suzuki in small car section but still is has an edge over its competitors due to the brand value that it has developed due to its Share in heavy vehicle market. To highlight the major competitors of Tata Motors. To assess the Financial performance of the automobile industry. founded by Jamshedji Nussarwanji Tata and J.EXECUTIVE SUMMARY Tata Motors is a part of the Tata and Sons Group. The main objectives of the project are: .This will create a special class for its small cars. Most distributors preferred those companies and brands which are high on quality and had a wider scope of customer response. The largest passenger automobile and commercial vehicle manufacturing company of India Tata Motors Limited. This project is a study on COMPARING THE STANDING TATA MOTORS vis-á-vis THE INDUSTRY & CUSTOMER PREFRENCE SURVEY based on financial performance. For vehicles which are purchased in bulk especially in case of Defence services there are no intermediaries but for other companies the dealer can act as a felicitator. .‟ Majority of the people feel that now a day‟s car is not only a mode of transportation but a status symbol too. was formerly called TELCO (TATA Engineering and Locomotive Company). Moreover target achievement and work environment were also some of the factors that influenced them. The Tata‟s need to show their luxury through rigorous marketing and by launching a couple of high class luxury vehicles comparable to Audi and Mercedes (though the stock and distribution should be limited).
11. 10. 9. Bibliography . NO. 1. 3. Sample Dealer Questionnaire C. 6.CONTENTS S. 2. Sample Customer Questionnaire B. 5. 8. TOPIC Company History Industry Structure Environment Products Price Distribution Network Promotion Financial Analysis Customer and Dealer Survey Analysis Suggestions and Recommendations Annexure A. 4. 7.
the company later expanded its operations to commercial vehicle sector in 1954 after forming a joint venture with Daimler-Benz AG of Germany. Tata Estate (1992. Pune (Maharashtra). now Mumbai. Tata launched the Indica in 1998. India.Baker. The company's manufacturing base in India is spread across Jamshedpur (Jharkhand).9 million Tata vehicles ply on Indian roads. founded by Jamshedji Nussarwanji Tata and J. Aragonese bus manufacturing company giving it controlling rights of the company. GloBus and StarBus. Established in 1945. Tata Motors aimed to increase its presence worldwide. Tata Motors became acquired 21% stake in Hispano Carrocera SA. was formerly called TELCO (TATA Engineering and Locomotive Company). a light commercial vehicle). HISPANO CARROCERA In 2005. Over 5. has its headquarters in Bombay. In 2004. After the launch of three more vehicles. it acquired the Daewoo Commercial Vehicle Company of South Korea. sensing the huge opportunity in the fully built bus segment. 1994) and Tata Safari (1998. the first fully indigenous passenger car of India. a stationwagon design based on the earlier 'TataMobile' (1989). Lucknow (Uttar Pradesh). since the first rolled out in 1954. Tata Motors has jointly worked with Tata Daewoo to develop trucks such as Novus and World Truck and buses namely. India's first sports utility vehicle). Tata Motors entered the passenger vehicle market in 1991 by launching the Tata Sierra. The largest passenger automobile and commercial vehicle manufacturing company of India Tata Motors Limited. COMPANY HISTORY Tata Motors is a part of the Tata and Sons Group. . Tata Sumo (LCV. a multi utility vehicle. After years of dominating the commercial vehicle market in India. Pantnagar (Uttarakhand) and Dharwad (Karnataka). Tata remains India's largest heavy commercial vehicle manufacturer and Tata Daewoo is the 2nd largest heavy commercial vehicle manufacturer in South Korea.1. DAEWOO ACQUISITION With the success of Tata Indica.
India's first indigenously developed sub-one ton minitruck. JOINT VENTURES In 2005. which also includes the Rover. LCV sales of Tata Motors had grown by 36. Tata Motors acquired 21% stake in Hispano Carrocera SA. Daimler and Lanchester brand names Tata Motors became a major player in the international automobile market. In 2007 In 2007. Tata Motors launched several concept models and future designs of existing models. . IMPORTANT DEVELOPMENTS In 2005 & 06 Tata Ace. On 27 March 2008. In 2008 Compressed Air Car Motor Development International of Luxembourg has developed the world's first prototype of a compressed air car. was launched in May 2005.. sensing the huge opportunity in the fully built bus segment. In 2007. named OneCAT.6 percent to 28. Tata Motors reached an agreement with Ford to purchase their Jaguar and Land Rover operations for US$2 billion. A pick-up variant of Tata Sumo was also launched under the program 'Global Pick-Up'. Tata Motors launched a re-designed version of Tata Xenon TL during Motor Show Bologna which would be assembled in Thailand and Argentina. Aragonese bus manufacturing company and introduced its high end inter-city buses in the country. By October 2005.537 units due to the rising demand for Ace.JAGUAR CARS AND LAND ROVER After the acquisition of British Jaguar Land Rover (JLR) business. MDI owner Guy Negre was reported to have "the backing of Tata".
as its technology partners. 2009 Tata Motors announced the commercial launch of the Tata Nano. 2009. Both run on lithium batteries. the Company acquired JaguarLandRover Limited (JLR). 1. Mr. During the year.. Dry Bulk Tanks and Pumps with the brand name 'Baryval' with about 60% market share in Spain.. Ratan N. As on March 31. 2008. without disclosing the price. “The Nano represents the spirit of breaking conventional barriers.2 SUBSIDIARY COMPANIES: At the beginning of the year 2008. Serviplem is in the business of manufacturing Concrete Transit Mixers. On April 9. Lebrero with whom TELCON was associated since 2002. is in the business of manufacturing Compactors and Tandem Rollers. Spain (Serviplem) by acquiring 79% of its share capital. On 23rd March.1 BOARD OF DIRECTORS: 1. 2008. S. During the year the following changes have taken place: Subsidiary Companies formed / acquired Telco Construction Equipment Co. Ltd. The Chairman of Tata Sons and Tata Motors. (TELCON). Tata. TELCON completed the acquisition of Comoplesa Lebrero. The company has indicated that the electric Indica would be launched locally in India in about 2010. A. Zaragoza. A. . Spain (Lebrero) by acquiring 60% of its share capital. said. The vehicle would be launched in Norway in 2009.IN 2009 AND ONWARDS Electric Vehicles Tata Motors unveiled the electric versions of passenger car Tata Indica and commercial vehicle Tata Ace. the Company‟s subsidiary on April 2. the Company had 30 Subsidiary companies. JLR had 34 subsidiary companies. completed the acquisition of Serviplem. S. Zaragoza.
Tata Motors European Technical Centre Plc.69% shareholding in Miljobil Grenland.3 SHAREHOLDING PATTERN: Shareholding Pattern for Ordinary Shares as on March 31st. a Norwegian company specialising in the development and manufacture of electric vehicles. 2009. acquired a 71. Consequently. the Company's wholly owned subsidiary in the U. 1. the Company has 70 subsidiary companies as on March 31.K. Subsidiary Companies merged Tata Technologies iKS was merged with INCAT Systems INC. 2010 . A S.
declined by 17. The passenger vehicle industry. Even though domestic commercial vehicles volumes declined by 15.2. Industry volumes were impacted by the steep increase in consumer interest rates and vehicle prices.09. The passenger vehicles volumes declined by 4.1 BUSINESS OVERVIEW The automobile sector in India was severely impacted by the disruption in the Indian and global business environment.5% lower than last year volumes. went into negative zone with a decline of 0. higher cost of financing and uncertainty in the overall economic conditions impacted demand to a great extent. the Company consolidated its leadership position in the domestic market by introducing new products to complement its existing product portfolio.6% growth in FY 07-08.7% in FY 08. which had showed a growth of 11. Double digit inflation and high material cost in the first half of the year leading to higher vehicle prices.3% in the previous fiscal. the Company‟s sales of 506.4% compared to the 7.8% in the domestic market. primarily due to the phasing in of the new Indica Vista in the second half of the year and sluggishness of the UV segment. The Company‟s exports declined by 38. Both turnover and profitability of the automotive sector came under tremendous pressure.4% compared to the over 7. Both the commercial and passenger domestic vehicles industry came under tremendous pressure as a result of these market conditions.2%.2 INDUSTRY STRUCTURE AND DEVELOPMENTS Commercial Vehicles The domestic commercial vehicle industry witnessed a decline of 17. The industry performance in the domestic market during FY08-09 and the Company‟s share is given below:- 2. unavailability of finance. unavailability of finance for majority of the segments and a considerable decline in industrial activity compared to the last year.6% growth achieved in the last fiscal. The commercial vehicle industry which had already started showing signs of slowing down last year. due to the meltdown in major international markets and the consequent swings in foreign exchange rates. In such trying times. The domestic industry performance during FY 2008-09 and the Company‟s share is tabulated below:- .6% during the year. AUTOMOBILE INDUSTRY 2.5%. GDP growth slowed down considerably from 9% in FY 07-08 to 6. higher fuel prices.421 vehicles were 13.
5% during the year.4% to 61. The tightening liquidity and the drastic increase in interest rates. The Company continued to be amongst the top three players in the Indian passenger vehicle market with a market share of 13. the Company recorded sales of 207. The overall slowdown in the economy also accentuated the negative sentiments with the consumers. the industry declined by 0. The LCV segment also faced pressure as a result of the slowdown and the unavailability of finance for a large part of the year. The Company reported domestic sales of 265. Despite this. were 17.7% during the year despite new launches.9%.The Company‟s commercial vehicle sales in the domestic and international markets. at 291. The Industry performance and the Company‟s performance in the segments that it operates in.2% lower than the previous year. coupled with high fuel prices for a major part of the year suppressed demand to a considerable extent.1% (only Tata cars). The Company share has been rising since the launch of the Indica Vista in August 2008.2% over the previous year.993 vehicles.5%. The small car segment which contributes to over 60% of the market and has been the major driver of growth in the Indian market in the recent past it witnessed a marginal growth of 0. exiting in March 2009 with a market share of 14.512 vehicles (including Fiat cars) in the domestic and overseas markets.373 vehicles. . Passenger Vehicles The falling growth rate of the industry for the last two years slipped into negative territory marginally this year. Despite the new launches and heavy promotion spends by players in the industry. is tabulated below:- In a challenging year for the industry. at 111.254 declined by 18% due to the phasing out of the old Indica in the first half and the introduction of the second generation Indica Vista in the second half. which was a decline of 15. Volumes of Indica. The Company‟s market share in the M & HCV category improved from 60. it remained amongst the top 3 selling cars in the country.
Plans to launch new and exciting products in the Indian markets. One of the leading players in the Indian premium cars segment. DAIMLER CHRYSLER. Other global players who are in India have plans for India includes – VOLVO. ENVIRONMENT Overview of the Players in the Automobile Industry The Indian auto industry is highly competitive with a number of global and Indian auto companies present. The 2nd largest CV manufacturer in India.000‟ cars. Maruti Suzuki‟s JV in India and the largest passenger car manufacturer in India. BMW and NISSAN MOTORS. Plans to enter the small car segment by relaunching the matiz. including the „100. TOYOTA has vision of capturing 10% share of Indian passenger car market by 2010. The third largest passenger car manufacture in India and one of the largest exporters of vehicles. One of the largest players in the UV/ MUV segment One of the leading players in the Indian premium cars segment. Key Players in the Indian auto industry – Passenger Cars and CVs The largest Player in the Indian industry. Has establishes India as one of its manufacturing bases in the world. . is planning to invest heavily to boost exports from India.3.
PRODUCTS a) PASSENGER CARS AND UTILITY VEHICLES Tata Sumo Grande Tata Safari Tata Indica Vista Tata Indica Tata Indigo Tata Winger Tata Nano Jaguar XF Land Rover‟s Range Rover .4.
b) COMMERCIAL VEHICLES Tata 1616 Starbus Tata Marcopolo Buses Tata Ace Tata 407 Ex and Ex2 Tata 709 Ex Tata 809 Ex and Ex2 c) CONCEPT VEHICLES 2000 Aria Roadstar 2001 Aria Coupe 2006 Tata Cliffrider 2007 Tata Elegante 2009 Tata Prima d) MILITARY VEHICLES Tata LSV (Light Specialist Vehicle) Tata 2 Stetcher Ambulance Tata 407 Troop Carrier Tata LPTA 709E Tata SD 1015 TC Tata LPTA 1615 TC Tata LPTA 1615 T .
010-7.802-14.45.932-5.78. The MRP is fixed by the firm at the head office and the dealer gets a profit within these prices. The dealers purchase products from the firm at a negotiated price.55.035-4.416-6. from the plant to dealership and to end user.44.128 6. . physical location.74. This is not only in India itself but also to the world-wide dealership.824 6. if there is a single dealership appointed.98.00. and dealership method of distribution and sales is generally adopted.80.560 3. Giving discount every month and special promotion for certain type of vehicle also one of the strong strategy use by Tata Motors.5. However. respectively.98. it has to be at par).387 PETROL 2 4.769-6.789 8.932 18.104.22.168.53.76. there may be a single or distinct dealerships to market its commercial and passenger vehicles in a town. then the commercial and passenger vehicles are managed under Commercial Vehicles Dept. Channels of Distribution: In case of vehicles. As the firm deals in commercial and passenger vehicles.364-5.53.48. These factors include market condition (it can‟t be too low or too high with the prices of same vehicle from competitors. Discount can be made from Company‟s profit or from dealer‟s profit at certain range. OF VARIANTS 15 9 8 8 PRICE RANGE (IN RUPEES) ON ROAD 6.090 6.779-7. dealers profit etc. dealership method of distribution and sales is generally adopted. The distribution of vehicle must be in a very systematic way. NAME OF CAR SUMO VICTA SUMO GRANDE MANZA SAFIRE MANZA QUADRAJET INDIGO CS DIESEL SAFARI VISTA SAFIRE VISTA QUADRAJET DIESEL PETROL DIESEL 2 6 6 6 5. DISTRIBUTION NETWORK The channel of distribution. PRICE Various factors are used to determine a price of a car.567-4. cost incurred.52. and Passenger Vehicles Dept. The profit margin varies from 4-5 % depending upon the value of a car.349 FUEL TYPE DIESEL DIESEL PETROL DIESEL NO.193 5.70. Tata Motors have also adopted dealership method of distribution of its products.
Dept. or a private company.Asian countries 2. Physical Distribution: The commercial vehicles are manufactured at Jamshedpur. services and spare parts network comprises over 2. in some cases.000 touch points. Lucknow and Pantnagar whereas the passenger vehicles are manufactured at Pune plant. The sales. South African countries . Dealer‟s Network Worldwide: Distribution network is spread amongst: 1. Sometimes. The dealerships are strategically located in the target and potential markets to ensure efficient and timely availability of its products in the market. distribution and billing of these are looked after by the company itself. bulk quantities of vehicles are ordered by a Govt. sales.Tata Motors have contracts with the Government of India and it supplies buses and passenger vehicles. to the Govt. European countries 3. The nation-wide dealership. the finished product is transported to the dealerships. South. From the plant.
and Internet etc. The various media used for advertising are T. changing everything. showing four girls out on a drive in an indica.e. PROMOTION a. low turning radius and also showcasing it as perfect for city as well as mountains. The dealer conducts point-of-purchase displays to advertise the products. The dealer does play any role in the advertising. b. style and life i. Personal Selling : There is minimal personal selling involved. Tata Motors is responsible for the advertising of its products. The ad showcases the idea of changing the drive.7. SUMO GRANDE The ad showcase SUMO GRANDE as SUV with a soul of a family car. the factors like interiors third row seating. Some of the ads are – INDICA –V2 XETA This ad of INDICA became quiet popular.. In Style TATA representing MANZA as a high class symbol with innovations where a man finds everything incomplete in perfect conditions & finally feel complete in his MANZA. efficiency & economy that new v2 xeta provides then he is got to be dumb. The Sales Officers at the dealerships collect prospective customer databases and perform cold calling to attract customers.Indulge. Hoardings. Newspapers. The ad indicated that if anyone misses the key factors like power. The ad theme was humorous. TATA INDICA VISTA The ad starts with a car being driven itself in a hilly area.V. The advertisements done by the firm help the dealer to capitalize on the market. TATA INDIGO MANZA. TATA termed it as a next generation car which makes everything else seem less than complete. Magazines. . power. Advertising : Advertising is a form of commercial mass communication designed to promote the sale of a product or service.
prizes. TATA MOTORSlegacy which is tried in peace and tested in wars. stealth for armed forces. The firm conducts intensive sales promotion during festivals such as festive discounts during Diwali. Public Relations: Public Relations is a management function that creates. The firm takes serious measures to maintain good public relations. protection. extra product. It is the truck which meets international standards. a product. d. The commitment towards entire range of mobility. or an organization. TATA MOTORS FOR INDIAN ARMY TATA motors links itself with Indian army.TATA ACE A mini truck focusing on lower middle class & representing TATA ACE a vehicle which can make the dreams come true & calling it as mini elephant in terms of power. Italian cabin design. Sales Promotion : The purpose of sales promotion is to supplement and coordinate advertising and personal selling. immense power and load bearing ability. survivability. or gifts. The firm follows business ethics to ensure that the customer is satisfied and receives good service whenever and wherever he desires . TATA MOTORS show its tremendous ability to work in war like situations where every step is critical. and carries out policies and programs to influence public opinion or public reaction about an idea. Sales promotions are designed to persuade consumers to purchase immediately by providing special incentives such as cash rebates. TATA PRIMA Showcasing new TATA PRIMA as a world class truck which is shaped by technology around the world. develops. c.
8 bn as on March‟10 compared to Rs 23.05 from 4.11% and 84.4% in FY10. up by 25. Company Performance in Domestic CV Segment: CV Domestic Sales Volume: CV Market Shares: Passenger Vehicle Segment Domestic passenger vehicle sales stood at 259.588 (including 24. compared with Rs -(25) bn in FY09 Company‟s Net Automotive debt stood at Rs 18. availability of finance.75 bn as on March‟09.842 in FY10 from 265.9% to 373. FINANCIAL ANALYSIS Tata Motor‟s consolidated Net Revenue for FY10 was Rs 925 bn up by 30% Y-o-Y.39% y-o-y respectively. Facilitated by improvement in global economic environment.884 Fiat vehicles) during FY10. Market share of Tata Motors vehicles stood at 12. The auto industry recovered substantially in FY10 and grew robustly at 40. the commercial Vehicle industry recovered with a strong sales growth in 2009-10.0. and lower commodity prices the consolidated.2% over previous year. low interest rates. Commercial Vehicle Segment Facilitated by recovery in economic growth. easing interest rates and increased freight availability CV domestic sales volumes increased substantially by 40. The Company posted a profit after tax of Rs.1% y-o-y. Robust growth was seen in third and fourth quarter as sales volumes grew at 97.373 in FY09. Consequently.8. 25 bn. Tata Motor‟s standalone Net Revenue for FY10 was Rs 355 bn up by 39% Y-o-Y basis. After a sharp decline in sales volume in 2008-09. . Company‟s debt to equity reduced to 2.
availability of finance.8% during FY10. new product launches. For the month Domestic JUNJUN09 08 9949 16256 3307 13732 43244 12845 13952 3710 13307 43814 Exports JUNJUN09 08 978 781 35 361 2155 966 1885 109 471 3431 Total JUN09 9471 15003 2560 13162 40196 JUN-10 15228 21704 3050 23791 63773 JUN-09 14984 14209 4805 14245 48243 JUN-08 13901 12159 3836 14681 44577 2010-11 44760 58455 8931 67286 179432 2009-10 26831 48617 8142 28314 111904 2008-09 40237 40500 13444 40596 134777 Category M& HCV LCV UTILITY CARS TOTAL JUN10 15139 19652 3602 24209 62602 JUN10 1261 2371 37 1459 5128 JUN10 16400 22023 3639 25668 67730 JUN08 12519 14087 5071 14662 46339 . driven mainly by increased consumer confidence. Production Category M& HCV LCV UTILITY CARS TOTAL Sales A.PV Domestic Sales Volumes: PV Market Share (including fiat volumes): The passenger vehicle industry registered a substantial volume growth of 24. and low interest rates.
49 1.59 0.23 2.88 Mar ' 08 0.24 1.53 8.91 13.50 6.44 1.30 3.84 0.58 63.B.55 Mar ' 05 0.06 48.94 Mar ' 06 10.68 8.35 Mar ' 05 11.70 7.66 14.01 7.71 3.06 .09 7.98 0.26 Mar ' 06 1.69 Mar ' 07 0.58 13.96 12.99 0.77 Mar ' 08 10.07 0.43 2.26 6.49 0. For the year Domestic 2009200810 09 26626 45430 8065 37772 117893 35835 35645 12366 38728 122574 Exports 2009200810 09 2339 1928 52 901 5220 2534 5152 197 1276 9159 Total 200910 2010Category 11 M& 42156 HCV 55073 LCV 9650 UTILITY 62589 CARS TOTAL 169468 201011 3142 6566 145 2390 12243 201011 45298 61639 9795 64979 181711 200809 28965 38369 47358 40797 8117 12563 38673 40004 123113 131733 Company Performance in International BusinessExport Sales Volume: Profitability ratios Profitability ratios Operating margin (%) Gross profit margin (%) Net profit margin (%) Mar ' 09 6.60 62.64 0.62 Liquidity ratios Liquidity ratios Current ratio Current ratio Quick ratio Inventory turnover ratio Mar ' 09 0.62 9.24 0.44 Mar ' 07 1.76 14.80 55.85 0.89 0.05 3.08 Mar ' 06 0.47 Mar ' 08 0.31 0.43 0.41 0.53 65.02 Leverage ratios Leverage ratios Long term debt / Equity Total debt/equity Owners fund as % of total source Fixed assets turnover ratio Mar ' 09 0.96 Mar ' 07 9.22 2.63 Mar ' 05 0.
9. still Maruti has got its major share when it comes to small cars. In our sample many customers are loyalty to Maruti. Most of the other brands were more or less in same proportion. Although it was a small sample survey as compared to the size of the industry and brand but it was an arduous effort as the time period was limited The analysis of genesis of forces that control the vehicle market was done in following manner: QUESTIONNAIRE PREPARATION Dealer survey analysis Customer survey analysis Different aspects of small and heavy vehicle industry Small cars Heavy vehicles Advertisements 9. 2. Also the idea was to generate the notion of forces working to influence the minds of people in cars and heavy vehicles sector.1 Findings from Consumer’s Survey 1. People view car as: Majority of the people feel that now a day‟s car is not only a mode of transportation but a status symbol too. We approached 30 customers and 10 distributors in Delhi and NCR region. CUSTOMER AND DEALER SURVEY ANALYSIS Customer survey was done to gauze the minds of the people so that we can get the idea of how people decide which brand and which variant to go for. Most preferred brand : The most prevalent brand was found to be MARUTI SUZUKI. . This proved that.
are the very important.20 15 10 5 0 necessity social status both Impact: This implication has a direct effect on „NANO‟ the common man‟s car. 3. Preferences for Basic. with Maruti Suzuki having the most appealing advertisement. A very interesting fact came against our notion that a majority of respondents feel that firms should even advertise for heavy duty vehicles as it does for cars. Though the car is quite cheap and affordable to middle class but its major enemy is status symbol. Majority of the people even feel that safety features like Anti breaking system (ABS). 4. It gives us the idea that people want to have as much comfort as possible while travelling. . Factors considered while purchasing a Heavy duty vehicle: We further extended our analysis to heavy vehicles and found that brand name had a very strong hold over the people as compared to features and resale value. Comfort and Safety features: Most of the factors preferred by people were luxury oriented.V. The standard of the middle class segment has risen to such an extent that while buying a car they can afford to pay a little more for a vehicle in case it provides status symbol to them. Child lock etc. 5. Advertisement: We then diverted our analysis to advertisement section and found that the most effective medium for automobile advertisement was T..
The analysis follows 1.2 Finding’s from Dealer Survey: As the dealers are an important link between the companies so we tried to analyze the market from a distributor point of view also. Most striking brand: Most of the distributors agreed that „MARUTI SUZUKI‟ is the most striking brand among the people because of its features like economic value. As most of the people replied that the concept of native company preference does not come in their mind. Native Company concept: Finally we tried to dive into the mindset of people about the preference for native country product. 4. For this we went to 10 dealers of various companies and took their view. Preference for brand: Most distributors preferred those companies and brands which are high on quality and had a wider scope of customer response. 2. low maintenance cost and high resale value. The firm conducts intensive sales promotion during festivals such as festive discounts during Diwali.no yes 0 5 10 15 20 25 Chart: People‟s view regarding advertisement of heavy duty vehicles. 3. Moreover target achievement and work environment were also some of the factors that influenced them. Financial schemes for sales: The distributors usually provide banking solutions of SBI and HDFC like banks. Feedback from customers: Feedback was mainly collected on time to time basis likeAfter sales Invoicing At the time of service Call for ensuring Customer Satisfaction 48 hrs 5 days Depends on company Almost 3 months . the concept of ‘hamara‟ and ‘our’ is immaterial in four wheeler market. 5. Promotion of brand: Generally two to three campaigns a month are done by dealer‟s to promote the brand. 9. 6.
Criteria for obtaining the dealership: The dealers also need to fulfil some criteria for obtaining the dealership like location.6. they should launch its modified variant with higher price comparable to but cheaper than Maruti 800 having strength and long distance travelling capacity for sub urban and rural market. Though TATA motors is big player in heavy vehicle market. TATA NANO can‟t be targeted for a huge market share of rural India as when it comes to bad roads and frequent long drives people prefer Maruti 800 which is its nearest rival. . power mileage etc. of competitors in small car segment. Selection of brand by people: People usually select brand either with the help of advertisements or references. What Tata motors can do in the above case is that they should go on with TATA NANO mainly targeting the metropolitans and big cities. budget. 10. Though being cheaper than Maruti 800 it didn‟t affected the sales of Maruti 800. SUGGESTIONS AND RECCOMENDATIONS All the data collected from customer base and dealer base were subjected to rigorous analysis and it was found that TATA motors share a huge market capture when we consider heavy duty vehicles like trucks and buses . Direct supply to the companies: For vehicles which are purchased in bulk especially in case of Defence services there are no intermediaries but for other companies the dealer can act as a felicitator. 7.The analysis suggested though was done for Delhi and NCR region but is still applicable to the total heavy vehicle market in India. area of sales etc. 8. Need of advertisement for heavy duty vehicles: The distributors were also of the opinion that even the heavy duty vehicles need advertisement. its nearest competitor. 9. it embarked one of the greatest innovations of the century in automobile sector by producing the cheapest car but still some issues related to it are to be tackled. Role of distributor in brand selection: Distributors do help customers in deciding the brand as the customers generally ask about a lot of information regarding performance. Once they have acquired a major market share. it still needs some innovation work in small car section. Some of the related problems and suggestions are 1) Tata motors has a huge no. 10. Through the launch of TATA NANO. although the production of MARUTI 800 has been put down. Thus it shows the significance of goodwill in this arena.
They need to focus now on the marketing strategy in heavy duty vehicle section also as they did in case of Tata Ace. Tata motors in India are mainly famous for their carriers and this tag gets attached even with small luxury cars which affect their sales.1.g. 3) In heavy vehicles section though Tata‟s enjoy most of its market share with its trucks and buses. Now a days they are being replaced by Tata‟s Haiver but the change is very slow. Which kind of car do you own? .2) Another problem that lies with Tata motors small car segment is the common notion “Tata vehicles as a carrier not as a luxury item”. But the launches of its new variants are only known when they hit on roads. Tata‟s 6-wheeler Trucks were replaced by 6 wheeler LP trucks gradually and then later on with 10-wheeler LP trucks. The Tata‟s need to show their luxury through rigorous marketing and by launching a couple of high class luxury vehicles comparable to Audi and Mercedes (though the stock and distribution should be limited). ANNEXURES A. e.This will create a special class for its small cars. 11. In case any competitor launches its variant of same type it can affect Tata‟s sales. Sample Customer Questionnaire Name of the customer: ________________________________ Q.
Q. Which automobile manufacturer‟s vehicle do you own? Q.5. Q. Please tell us your preferences that you would like to have in a car or a heavy duty vehicle. According to you a car is? Q. .3.2. Please tell us the details of your car.4.
According to you.5. Which brand do you think is the most striking among the people and why? Q. What preference do you look for before applying for dealership? Q.7.9. which automobile company‟s ads are the most appealing? Q. Sample Dealer Questionnaire Dealer: M/S __________________________________ Q. How do you collect feedback from customer? .1.10. While buying a vehicle does the concept of native company preference comes to your mind? B. should firms advertise for heavy duty vehicles as it does for cars? Q.Q.22.214.171.124. What factors do you look for while purchasing a heavy duty vehicle or a car? Q. What are the financial schemes that you provide for sales? Q.4. How often do you promote your brand? Q. Which medium of advertising automobiles is the most effective? Q. According to you.
com/tatamotors 15.9.com/our_world/press_releases.com/cars/tata-indigo/tata-indigo-review. http://www.com/for_shareholders/sp. http://tatamotors.rediff.complaintsboard. http://www.com/companies/tata-motors-ltd/10510008/share-holding 12. htttp://www.com 2.10.com/complaints/tata-motors-c104509. http://ir. BIBLIOGRAPHY 1. http://www.capitaline.php?ID=431&action=Pull 8.com 6.com 5. what measures do you take? Q. http://money.html 10. http://auto.com/research/cars/tata .html 9.carwale. Valuereseacrhonline. http://www.Q. http://www. http://money.moneycontrol/com/tata-group/tatamotors 14. Do the heavy duty vehicles need advertisement? If yes.com/our_world/press_releases.rediff.com 3.indiamart. Tatacarsworldwide.8.tatamotors.6.tatamotors.7. Do the people consult the distributor before deciding a brand? Q. Do the dealers need to fulfil some criteria before of obtaining the dealership? Q. What factors people look upto while purchasing a particular brand? Q.php#ordinary 11.com/companies/tata-motors-ltd/10510008/cash-flow 13.yahoofinance.com 4. Tatamotors.php?ID=458&action=Pull 7. Do you supply vehicles to the industries directly? C. Yahoofinance.
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