RESEARCH PROJECT

ON

COMPARATIVE ANALYSIS ON

MARKETING STRATEGIES OF

TATA MOTORS AND MAHINDRA & MAHINDRA

Submitted in partial fulfillment

For the award of

Post Graduate Diploma in Management

Of

Dr. Virendra Swaroop Group of Institutions

Under the Guidance: Submitted by:

Shri, Avinash Pandey Mr. Karan Chawla
PGDM Coordinator Roll no:208020022
PGDM-IV Semister

DR. VIRENDRA SWARUP GROUP OF INSTITUTIONS

Ragendra Swarup Knowledge Park

UNNAO

(2018-2020)
 DECLARATION

I Karan Chawla hereby declare that the project report entitled “ Comparative Analysis Of

Marketing Strategies of Tata Motors and Mahindra and Mahindra” in partial fulfiiment for the

award of degree of PGDM under the guidance of Shri. Avinash Pandey, PGDM Coordinator, Dr

Virendra Swarup Group of Institutions, Unnao This report has not previously formed the basis

for the award of any degree, diploma, or similar title of any university.

KARAN CHAWLA

CERTIFICATE FROM INSTITUTE

This is to certify that Mr Karan Chawla student of IV Semester of “POST GRADUATE
DIPLOMA IN MANAGEMENT” programme has satisfactorily completed his research project
work (RPGDM – 404) titled “ Comparative analysis on marketing stratigies of Tata Motors and
Mahindra and Mahindra” and hassubmitted in the partial fulfilment of the requirement for the
award of “ Post Graduate Diploma in Management”.

The study work is genuine to the best of my knowledge and belief. The study presented here has
not been submitted earlier elsewhere.

I wish him all the best for his bright future ahead

Director
Dr Virendra Swarup Group of Institutions
Unnao

ACKNOWLEDGEMENT
Project work is never the accomplishment of an individual rather it is an amalgamation of the
efforts, idea and cooperation of a number of entities.

I acknowledge with gratitude and appreciation, my indebtedness to my mentor & guide Shri.
Avinash Pandey for allowing me to work on a very intrinsic part of Automobile sector “
Comparative analysis on marketing strategies of Tata Motor and Mahindra & Mahindra”.
I also thank him for the idea and basic concepts he delivered and shared with me, as he helped
me a lot in accomplishing this project of mine.

PREFACE
As a part of the Post Graduate Diploma in Management circulam and in order to
gain knowledge in the field of management, it was required to make project report
on “ Comparative Analysis on Marketing Strategies of Tata Motors and Mahindra
and Mahindra”. The basic objective behind doing this project report was to get
practical knowledge on marketing strategies.

This project is an attempt to give knowledge about the comparative analysis of

marketing strategies of Tata Motors and Mahindra and Mahindra. The research
conducted by me is a descriptive research. This is descriptive in nature because
study is focused on fact investigation in a well-structured form.

The whole project is divided in five chapters:

 Introduction.
 Review of literature.
 Research methodology.
 Data analysis and interpretation.
 Findings of the study.

TABLE OF CONTENT
Sr. Contents Page
No. no.
I CHAPTER – I : INTRODUCTION
II CHAPTER – II : REVIEW OF LITERATURE
III CHAPTER -III RESEARCH METHODOLOGY
RESEARCH DESIGN
RESEARCH PROBLEM
PROJECT (RESEARCH ) OBJECTIVE
DATA COLLECTION SECONDARY
SIGNIFICANCE OF THE STUDY
LIMITATIONS OF THE STUDY
IV CHAPTER -IV DATA ANALYSIS AND
INTERPRETATION

v CHAPTER -V FINDINGS OF THE STUDY

CONCLUSION AND SUGGESTIONS
ANNEXURES:
A) Questionaire
B)Bibliography
C)Webliography
D)References
 Chapter I
INTRODUCTION

INTRODUCTION

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 as
foreign players such as Hero Honda, Bajaj Auto, Honda Motors, TVS Motors, and Suzuki etc.
Suzuki India Ltd, Hyundai, Mahindra and Mahindra and Tata Motors are the leading passenger
car manufacturers in the country. And India is considered as strategic market by Suzuki,
Yamaha, etc. Commercial Vehicle market is catered by players like Tata Motors, Ashok Leyland
and Mahindra and Mahindra.

India is expected to be the worlds third largest automotive market in terms of volume by 2026.

The industry manufactures 25mn vehicles of which 3.5mn are exported. India holds strong
position in the international heavy vehicles arena as it is the largest tractor manufacturer and
second largest bus manufacturer in the world. As a truck manufacturer India is third largest and
fourth largest car manufacturer.

In 2018-2019 overall auto mobile exports grew by 14.5% (the data for 2019-2020 is not yet
available.)

HISTORY OF TATA MOTORS

The Company was incorporated 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-Benz
AG, West Germany.
In 1960 the company's name, which was Tata Locomotive & Engineering Company Ltd. was
changed to Tata Engineering & Locomotive Company Ltd. In the year 1987 the company
undertook to set up a new forge shop, a high output foundry line, a new paint shop as well as
augmentation 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 the
company. The last quarter saw the company launching two new passenger vehicles, the SIERRA
and the ESTATE totally designed and manufactured in India. The company acquired a BIFR
company, M/s Noduron Founders Maharashtra Ltd. The total cost for Telco worked out to Rs.18
crores 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 carry
articulated crane, designed and developed in-house was also introduced. During the year
company entered into an agreement with Nachi-Fujikoshi Corporation, Japan to manufacture arc
and 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 manufacture
float 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 Company
would have a stake of 16.33%. Tata Cummins Ltd., Mercedes-Benz (India) Ltd., Tata Holset
Ltd., Tata Precision Industries, Singapore and Nita Company Ltd., are the joint Ventures of the
Company

Taking advantage of the broad banding policy announced by the Government of India, the
Company entered into a collaboration agreement with Honda Motor Co. Ltd., Japan,
manufacture of their `ACCORD' model of cars in India. On 22nd April, an agreement was
entered into between Daimler-Benz AG and Mercedes Benz AG, Germany to setup a joint
venture company Mercedez-Benz India to manufacture `E' class paneyer cans and engines in
India.

During the year 1995 a new double pick-up and Army Version of various Telco Vehicles were
developed. A new petro engine and turbo diesel engine, an up-graded 709 LCV, new sports
utility vehicle Safari expected to be launched shortly. A 25 tonne 6 X 2 truck and a bus with
cummins 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. TELCO
is believed to have picked up the unit for Rs. 70 crore. The total cost of import duty would be Rs
100 crore. During the year a machine tool division was expanded so as to double its machine
building capacity and significantly reduce production times.
To make substantial improvement in the quality of bus bodies available with TATA vehicles, the
Company encouraged collaboration between Fuji Heavy Industries of Japan and the Automobile
Corporation 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 as
dealer 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 meeting
euro-I emission norms, a year before they are due to be introduced in the country. It is proposed
to make TCECL a one-stop shop for construction equipment and earthmoving machinery. In Oct
1999, the Company won the National award for R&D Efforts in Development of Indigenous
Technology 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 .

Vehicles produced by TATA Motors

 Tata Ace
o Tata Ace Zip
 Tata Super Ace
 Tata TL/Telcoline/207 pick-up truck
 Tata 407 Ex and Ex2
 Tata 709 Ex
 Tata 807 (Steel cabin chassis, cowl chassis, medium bus chassis, steel cabin + steel body
chassis)
 Tata 809 Ex and Ex2
 Tata 909 Ex and Ex2
 Tata 1210 SE and SFC (Semi Forward)
 Tata 1210 LP (Long Plate)
 Tata 1109 (Intermediate truck/ LCV bus)
 Tata 1512c (medium bus chassis)
 Tata 1515c/1615 (medium bus chassis)
 Tata 1612c/1616c/1618c (heavy bus chassis)
 Tata 1618c (semilow-floor bus chassis)
 Tata 1623 (rear-engined low-floor bus chassis)
 Tata 1518C (Medium truck) 10 ton
 Tata 1613/1615c (medium truck)
 Tata 1616/1618c (heavy duty truck)
 Tata 2515c/2516c,2518c (heavy duty 10 wheeler truck)
 Tata Starbus (branded buses for city, intercity, school bus, and standard passenger
transportation)
 Tata Divo (Hispano Divo)
 Tata CityRide (12- to 20-seater buses for intracity use)
 Tata 3015 (heavy truck)
 Tata 3118 (heavy truck) (8×2)
 Tata 3516 (heavy truck)
 Tata 4018 (heavy truck)
 Tata 4923 (ultraheavy truck) (6×4)
 Tata Novus
 Tata Prima
 Tata Ultra (ICV Segment)
 Tata Winger - Maxivan
Military vehicles

 Tata LSV (Light Specialist Vehicle)

 Tata Mine Protected Vehicle (4×4)
 Tata 2 Stretcher Ambulance
 Tata 407 Troop Carrier
 Tata LPTA 713 TC (4x4)
 Tata LPT 709 E
 Tata SD 1015 TC (4x4)
 Tata LPTA 1615 TC (4x4)
 Tata LPTA 1621 TC (6x6)
 Tata LPTA 1615 TC (4x2)
 Tata LPTA 5252 TC (12x12)
 Tata Sumo 4x4
 Tata Xenon
 Tata 207

Cars and SUV(Current models only )

 Tata Tiago
 Tata Nexon
 Tata Hjarrier
 Tata Altroz
 Tata Nexon EV
 Tata Tigor
  Tata Hexa

MAHINDRA AND MAHINDRA

Mahindra & Mahindra Limited (M&M) is an Indian multinational automobile manufacturing

corporation headquartered in Mumbai. It is one of the largest vehicle manufacturers by
production in India and the largest seller of tractors across the world.It is a part of Mahindra
Group, an Indian conglomerate.

It was ranked as the 10th most trusted brand in India, by The Brand Trust Report, India Study
2014]It was ranked 21st in the list of top companies of India in Fortune India 500 in 2011.

Mahindra & Mahindra was set up as a steel trading company in 1945 in Ludhiana as Mahindra &
Mohammed by brothers K.C. Mahindra and J.C. Mahindra and Malik Ghulam Mohammed After
India gained independence and Pakistan was formed, Mohammed emigrated to Pakistan. The
company changed its name to Mahindra & Mahindra in 1948.It eventually saw business
opportunity in expanding into manufacturing and selling larger MUVs, starting with assembly
under licence of the Willys Jeep in India. Soon established as the Jeep manufacturers of India,
the company later commenced manufacturing light commercial vehicles (LCVs) and agricultural
tractors. Today, Mahindra & Mahindra is a key player in the utility vehicle manufacturing and
branding sectors in the Indian automobile industry with its flagship UV Scorpio and uses India's
growing global market presence in both the automotive and farming industries to push its
products in other countries.

Over the past few years, the company has taken interest in new industries and in foreign markets.
They entered the two-wheeler industry by taking over Kinetic Motors in India.M&M also has
controlling stake in REVA Electric Car Company and acquired South Korea's SsangYong Motor
Company in 2011.In the 2010-11 M&M entered in micro drip irrigation with the takeover of
EPC Industrie' Ltd, Nashik.

Factories and models of vehicles produced by Mahindra and Mahindra

 Bangalore, India
 o Passenger cars (electric)
 Mahindra e2o
 Mahindra eVerito
o Small commercial vehicles (electric)
 Mahindra eSupro
 Mahindra Treo
 Mahindra eAlfa Mini
 Chakan (Pune), India
o Passenger cars
 Mahindra XUV500
 Mahindra TUV300
 Mahindra KUV100
 Mahindra Alturas G4
 Mahindra Marazzo
o Small commercial vehicles
 Mahindra Maxximo
 Mahindra Supro
 Scorpio Pick-up
o Large commercial vehicles
 All Mahindra Trucks and Buses
 Haridwar, India
o Passenger cars
 Mahindra Scorpio
 Mahindra Bolero
o Small commercial vehicles
 Mahindra Alfa
 Nasik, India
o Passenger cars
 Mahindra Thar
 Mahindra Xylo
 Mahindra Quanto
 Mahindra Bolero
 Mahindra Scorpio
 Mahindra Verito
 Mahindra Marazzo
 Mahindra XUV300
 Partial CKD for Mahindra Roxor
o Small commercial vehicles
 Scorpio Pick-up
 Zaheerabad, India
o Small commercial vehicles
 Mahindra Bolero Camper
  Mahindra Tourister
 Mahindra Alfa Auto Rickshaw
 Mahindra HyAlfa Auto Rickshaw
 Mahindra Jeeto
 Mahindra Comfio
 Mahindra Jayo
o Tractors
 Pyeongtaek, South Korea
o All SsangYong-Badged products sold in South Korea
 Changwon, South Korea
o Engines and parts for SsangYoung products.
 Durban, South Africa[55]
o Passenger cars
 Mahindra KUV100
 Mahindra Thar
 Mahindra TUV300
 Mahindra XUV500
 Mahindra Scorpio
o Small commercial vehicles
 Mahindra Bolero
 Mahindra Genio
 Mahindra Scorpio pick-up
 Detroit, US [56]

o Side-by-sides
 Mahindra Roxor
Tractors Only[edit]

 India
o Jaipur
o Zaheerabad
o Mumbai
o Mohali
o Nagpur
o Rudrapur
o Rajkot
o Vadodara
o Amreli
 Australia
o Brisbane
 China
o Jiangling
 US
o Chattanooga, Tennessee
o Houston, Texas
o Red Bluff, California
o Bloomsburg, Pennsylvania
o Lyons, Kansas
 Chad
 Gambia
 Mali
 Nigeria
 Ghana
 Benin
 Somalia

In 2019 -2020 Sales of PV vehicles

Mahindra & Mahindra -186978 units

TATA Motors- 131197

 Chapter II
REVIEW OF
LITRATURE
 Marketing strategy

Marketing strategy is a short & long-term, forward-looking approach and an overall game plan
of any organization or any business with the fundamental goal of achieving a
sustainable competitive advantage by understanding the needs and want of customers.

Scholars like Philip Kotler continue to debate the precise meaning of marketing strategy.
Consequently, the literature offers many different definitions. On close examination, however,
these definitions appear to centre around the notion that strategy refers to a broad statement of
what is to be achieved.

Strategic planning involves an analysis of the company's strategic initial situation prior to the
formulation, evaluation and selection of market-oriented competitive position that contributes to
the company's goals and marketing objectives.

Strategic marketing, as a distinct field of study emerged in the 1971s, and built on strategic
management that preceded it. Marketing strategy highlights the role of marketing as a link
between the organization and its customers.

Definations

"The marketing strategy lays out target markets and the value proposition that will be offered
based on an analysis of the best market opportunities." (Philip Kotler & Kevin Keller, Marketing
Management, Pearson, 14th Edition)
“An over-riding directional concept that sets out the planned path.” (David Aaker and Michael
K. Mills, Strategic Market Management, 2001, p. 11)
"Essentially a formula for how a business is going to compete, what its goals should be and what
policies will be needed to carry out these goals." (Michael Porter, Competitive Strategy:
Techniques for Analyzing Industries and Competitors , NY, Free Press, 1980)
"The pattern of major objectives, purposes and goals and essential policies and plans for
achieving those goals, stated in such a way as to define what business the company is in or is to
be in. (S. Jain, Marketing Planning and Strategy, 1993)
"An explicit guide to future Behaviour.” (Henry Mintzberg, “ Crafting Strategy,” Harvard
Business Review, July–August, 1987 pp. 66–74)
Strategy is "reserved for actions aimed directly at altering the strengths of the enterprise relative
to that of its competitors... Perfect strategies are not called for. What counts is... performance
relative to competitors.” (Kenichi Ohmae, The Mind of the Strategist, 1982, p. 37)
Strategy formulation is built on "the match between organisational resources and skills and
environmental opportunities and risks it faces and the purposes it wishes to accomplish." (Dan
Schendel and Charles W. Hofer, Strategy Formulation: Analytical Concepts, South-Western,
1978, p. 11)

Four Fundamentals of Marketing Strategy

The marketing mix is a crucial tool to help understand what the product or service can offer and
how to plan for a successful product offering. The marketing mix is most commonly executed
through the 4 P's of marketing: Price, Product, Promotion, and Place. Carefully considering the
marketing mix will enable a business to understand how it can differentiate its product or service
and thus build a marketing strategy to drive sales.

Marketing Management versus Marketing Strategy

The distinction between “strategic” and “managerial” marketing is used to distinguish "two
phases having different goals and based on different conceptual tools. Strategic marketing
concerns the choice of policies aiming at improving the competitive position of the firm, taking
account of challenges and opportunities proposed by the competitive environment. On the other
hand, managerial marketing is focused on the implementation of specific targets." Marketing
strategy is about "lofty visions translated into less lofty and practical goals [while marketing
management] is where we start to get our hands dirty and make plans for things to
happen."[4] Marketing strategy is sometimes called higher order planning because it sets out the
broad direction and provides guidance and structure for the marketing program.

Strategic marketing planning

Marketing strategy involves mapping out the company's direction for the forthcoming planning
period, whether that be three, five or ten years. It involves undertaking a 360° review of the firm
and its operating environment with a view to identifying new business opportunities that the firm
could potentially leverage for competitive advantage. Strategic planning may also reveal market
threats that the firm may need to consider for long-term sustainability.[9] Strategic planning
makes no assumptions about the firm continuing to offer the same products to the same
customers into the future. Instead, it is concerned with identifying the business opportunities that
are likely to be successful and evaluates the firm's capacity to leverage such opportunities. It
seeks to identify the strategic gap; that is the difference between where a firm is currently
situated (the strategic reality or inadvertent strategy) and where it should be situated for
sustainable, long-term growth (the strategic intent or deliberate strategy).

Strategic planning seeks to address three deceptively simple questions, specifically:

* Where are we now? (Situation analysis)

* What business should we be in? (Vision and mission)
* How should we get there? (Strategies, plans, goals and objectives)

A fourth question may be added to the list, namely 'How do we know when we got there?' Due to
increasing need for accountability, many marketing organisations use a variety of marketing
metrics to track strategic performance, allowing for corrective action to be taken as required. On
the surface, strategic planning seeks to address three simple questions, however, the research and
analysis involved in strategic planning is very sophisticated and requires a great deal of skill and
judgement.

Strategic analysis: Tools and Techniques

Strategic analysis is designed to address the first strategic question, "Where are we
now?"  Traditional market research is less useful for strategic marketing because the analyst is
not seeking insights about customer attitudes and preferences. Instead strategic analysts are
seeking insights about the firm's operating environment with a view to identifying possible future
scenarios, opportunities and threats.

Strategic planning focuses on the 3C's, namely: Customer, Corporation and Competitors. [13] A
detailed analysis of each factor is key to the success of strategy formulation. The 'competitors'
element refers to an analysis of the strengths of the business relative to close rivals, and a
consideration of competitive threats that might impinge on the business' ability to move in
certain directions.[13] The 'customer' element refers to an analysis of any possible changes in
customer preferences that potentially give rise to new business opportunities. The 'corporation'
element refers to a detailed analysis of the company's internal capabilities and its readiness to
leverage market-based opportunities or its vulnerability to external threats.

The BCG Matrix is just one of the many analytical techniques used by strategic analysts as a
means of evaluating the performance of the firm's current stable of brands
Perceptual mapping assists analysts to evaluate the competitive performance of brands

A product evolutionary cycle helps to envision future directions for product development

Porter's five forces

Mintzberg suggests that the top planners spend most of their time engaged in analysis and are
concerned with industry or competitive analyses as well as internal studies, including the use of
computer models to analyze trends in the organization.[14] Strategic planners use a variety of
research tools and analytical techniques, depending on the environment complexity and the
firm's goals. Fleitcher and Bensoussan, for instance, have identified some 200 qualitative and
quantitative analytical techniques regularly used by strategic analysts [15] while a recent
publication suggests that 72 techniques are essential.[16] No optimal technique can be identified as
useful across all situations or problems. Determining which technique to use in any given
situation rests with the skill of the analyst. The choice of tool depends on a variety of factors
including: data availability; the nature of the marketing problem; the objective or purpose, the
analyst's skill level as well as other constraints such as time or motivation.[17]
 Chapter III
RESEARCH
METHODOLOGY
 Research Design

Research Design is the arrangement for conditioned for data collection & analysis of data in a
manner 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.

A descriptive study tries to discover answers to the questions who, what, when, where, and,
sometimes, how. The researcher attempts to describe or define a subject, often by creating a
profile of a group of problems, people, or events.

Such studies may involve the collection of secondary data and the creation of a
distribution of the number of times the researcher observes a single
event or characteristic (the research variable), or they may involve
relating the interaction of two or more variables. Organizations that
maintain databases of their employees, customers, and suppliers
already have significant data to conduct descriptive studies using
internal information. Yet many firms that have such data files do not
mine them regularly for the decision-making insight they might
provide.

This descriptive study is popular in business research because of

its versatility across disciplines. A descriptive study, however, does not explain
why an event has occurred or why the variables interact the way they
do.

The research conducted by me is a descriptive research. This is descriptive in nature because

study is focused on fact investigation in a well-structured from and is based on secondary data.
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.

Research Problem

This project is an attempt to give knowledge about the comparative analysis of marketing
strategies of Tata Motors and Mahindra and Mahindra.

Research Objectives

 To understand the market potentiality for TATA cars and Mahindra cars.

 To determine the acceptable price of the product.

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

 To analyze the brand repositioning strategies of Tata cars and Mahindra cars.

 To find out the satisfaction level of people.

 To find out the awareness level of customer.

 To study the sale strategies of Tata Motors and Mahindra and Mahindra.
 Data Collection

For my survey secondary data has been collected from the following modes:
 Magazines
 Books
 Newspaper
 Data through internet sources
 Telephonic survey

For completing my study I have gone for secondary data and telephonic survey because looking
at position of the country having lock down and have also collected data through online review
and telephonically.

The important factors and data’s collected were sequentially analyzed and graphed

Significance of the study

These are some of the significance of the study:

1. From the research analysis we can find that, what’s a person first look in a dream car?

2. The study can be used to know the perception of consumer about Tata & Mahindra.

3. The present study can be extended to access the present marketing condition of Indian
automobile sector.

4. The study can be used to design a proper product, price, place and promotional strategy
for the market.

5. From the present study we can know the market share of different products and
accordingly formulated strategy to enhance it.
 Limitations of the study

 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.

 Lack of professional approach since researcher is a student.

 Lockdown situation in the country.

 Chapter IV
DATA ANALYSIS
AND
INTERPRETATION
 1. DO YOU OWN A CAR/SUV?
(i)YES (ii) NO

IF YES, THEN WHICH ONE?

(i)MAHINDRA (ii) TATA

YES 40
NO 10

MAHINDRA 25
TATA 15
WHEN THE ANSWER IS TATA CAR/SUV

1. HOW SATISFIED ARE YOU WITH THE SERVICES OFFERED BY

SELECTED CAR/SUV ?
(i)SATISFIED (ii) DISSATISFIED

SATISFIED 20
DISSATISFIED 5

INFERENCE:
  80% of the Respondents were satisfied with their cars and the services of TATA
Motors
 However 20 % of the Respondents were dissatisfied at the same time.

2. WHERE DO YOU MANAGE TO FIND INFORMATION ABOUT THE

SELECTED CAR COMPANY ?
(I)DEALERS (ii) PRINT MEDIA
(iii)T.V. (iv)INTERNET

DEALERS 3

PRINT MEDIA 5

T.V. 4

INTERNET 13

INFORMATION ABOUT TATA

12%
DEALERS
20%
PRINT MEDIA
T.V.
55%
INTERNET
13%

INFERENCE:

 Information through Internet and Print media accounts for more than half or 75%
of the information shared with the masses.
  Rest 25% was shared by T.V. and Dealers for providing the information.

3. DO YOU THINK YOUR CAR/SUV HAS THE MOST FUEL EFFICIENCY ?

(I)YES (ii) NO

YES 19

NO 6

FUEL EFFICIENCY OF TATA

100 78%
80
60
40 22%
20
0
YES NO

INFERENCE:

 78% of the respondents felt that TATA Motors has the good fuel efficiency.

 While 22% felt that TATA vehicles are not fuel efficient.

4.HOW DO YOU FIND THE FEATURES OF YOUR CAR/SUV AS

COMPARED TO OTHER CARS?
 (I)GOOD (ii) VERY GOOD
(iii)NOT SO GOOD (IV) SATISFACTORY

GOOD 17

VERY GOOD 3

NOT SO GOOD 2

SATISFACTORY 3

FEATURES OF TATA
12%

8%

GOOD
10%
VERY GOOD
NOT SO GOOD
70% SATISFACTORY

INFERENCE:

 70% of the respondents felt that the features of the TATA cars/SUV are good.

 While 8% of respondents thought it was not so good, 10% thought it was very good
and 12% felt satisfactory about the features.
 5.WHICH OF THESE QUALITIES DO YOU THINK BEST DESCRIBES YOUR
CAR / SUV ?
(I)HANDLING (ii) FUEL EFFICIENCY
(iii)DESIGN (iv) COMFORT

HANDLING 4

FUEL EFFICIENCY 5

DESIGN 9

COMFORT 7

FEATURES THAT BEST

DESCRIBES TATA
38%
40
29%
30
18%
20 15%
10
0
HANDLING FUEL DESIGN COMFORT
EFFICIENCY

INFERENCE:

 TATA is best known for its design & comfort.

 Then comes Handling and Fuel Efficiency.

6.HOW DO YOU FIND THE INTERIORS OF YOUR CAR/SUV ?

(I)GOOD (ii) VERY GOOD

(iii)SATISFACTORY (IV) NOT SO GOOD
GOOD 18

VERY GOOD 4

SATISFACTORY 2

NOT SO GOOD 1

INTERIORS OF TATA
7%
3%
GOOD
16%
VERY GOOD
NOT SO GOOD
SATISFACTORY
74%

INFERENCE:

 The interiors of TATA vehicles are very good according to 74% of the respondents.

 16% said it was very good, 7% said it was satisfactory and 3% felt it was not so
good.

7.ACCORDING TO YOU WHAT SHOULD BE DONE TO IMPROVE YOUR

CAR/SUV COMPANY ?

(I) MAKE IT MORE AFFORDABLE

(ii) CHEAPER SPARE PARTS
(iii)MORE SERVICE STATIONS

MAKE IT MORE AFFORDABLE 18

CHEAPER SPARE PARTS 4

MORE SERVICE STATIONS 3

WHAT SHOULD BE DONE TO

IMPROVE TATA
13%
MAKE IT MORE
15% AFFORDABLE
CHEAPER SPARE
PARTS
72% MORE SERVICE
STATIONS

INFERENCE:

 If TATA is made more affordable then it would win more customers, a

theory which was backed by 72% of the respondents.

 15% and 13% respectively want cheaper spare parts and more service
stations.

8.ACCORDING TO YOU WHAT SHOULD BE DONE TO MAKE TATA THE

BEST CAR/SUV?
(I)MAKE IT MORE FUTURISTIC
(ii)MAKE IT MORE SPORTY
(iii)GIVE IT A RETRO LOOK
(iv)GIVE IT A CONCEPT CAR LOOK

MAKE IT MORE FUTURISTIC 15

 MAKE IT MORE SPORTY 4

GIVE IT A RETRO LOOK 2

GIVE IT A CONCEPT CAR LOOK 4

WHAT SHOULD BE DONE TO MAKE

TATA THE BEST CAR
MAKE IT MORE
15 FUTURISTIC

MAKE IT MORE
10 SPORTY

GIVE IT A RETRO
60 LOOK
15
GIVE IT A
CONCEPT CAR
LOOK

INFERENCE:

 To make it the best car in its class it should be made more futuristic which
was felt by 60% of the respondents.

 15% of the respondents thought it should be made more sporty.

 10% wanted it to have a retro look and 15% wanted to give it a concept car
look.

9.ARE YOU HAPPY WITH THE AFTER SALES SERVICES PROVIDED ?

(I)HAPPY (ii) UNHAPPY

HAPPY 21
UNHAPPY 4

HAPPY WITH AFTER SALES

SERVICES PROVIDED BY TATA

15%

HAPPY
UNHAPPY

85%

INFERENCE:

 Overall 85% happy with the after sales service provided by TATA.

 15% were unhappy with TATA due to poor after sales services provided by
them.

10.. YOUR'S CAR/SUV PARTS ARE AVAILABLE EVERYWHERE?

(I) YES (II) NO

YES 23
NO 2

INFERENCE:
  Overall 90% says yes.

 10% say no.

11.YOUR’S CAR/SUV PARTS ARE AVAILABLE AT VERY REASONABLE PRICE?

(I) YES (II) NO

YES 20
NO 5

INFERENCE:

 Overall 80% says yes.

 20% say no.

12. MY FRIENDS AND RELATIVES DRIVE THE SAME CAR/SUV ?

(I)YES (II) NO

YES 15
NO 10
INFERENCE:

 Overall 60% says yes.

 40% say no.

13.IF GIVEN A CHOICE FOR NEXT CAR/SUV TO CHOOSE A CAR COMPANY,

WHICH COMPANY WOULD YOU CHOOSE?

(i) TATA (ii) MAHINDRA

TATA 3
MAHINDRA 22
INFERENCE:

 Overall 90% says MAHINDRA.

 10% say TATA

14.ARE YOU HAPPY WITH YOUR CAR/SUV COMPANY’S CHARGES AND

TIMELY DELIVERY THEY WERE OFFERING?
(i)HAPPY (ii) UNHAPPY

HAPPY 20

UNHAPPY 5
INFERENCE:

 Overall 80% are happy.

 20% are unhappy

WHEN THE ANSWER IS MAHINDRA & MAHINDRA CAR/SUV

1.HOW SATISFIED ARE YOU WITH THE SERVICES OFFERED BY SELECTED

CAR/SUV ?

(i)SATISFIED (ii) DISSATISFIED

SATISFIED 12
DISSATISFIED 3

CUSTOMER SATISFACTION

17%

SATISFIED
DISSATISFIED

83%

INFERENCE:

 83% of the Respondents were satisfied with their cars and the services of
MAHINDRA
 However 17% of the Respondents were dissatisfied at the same time.
 2.WHERE DO YOU MANAGE TO FIND INFORMATION ABOUT THE
SELECTED CAR/SUV COMPANY ?

(I)DEALERS (ii) PRINT MEDIA

(iii)T.V. (iv)INTERNET

DEALERS 2

PRINT MEDIA 3

T.V. 3

INTERNET 7

INFORMATION ABOUT MAHINDRA

12%
DEALERS
20%
PRINT MEDIA
T.V.
55%
INTERNET
13%

INFERENCE:

 Information through Internet and Print media accounts for more than half or 75%
of the information shared with the masses.

 Rest 25% was shared by T.V. and Dealers for providing the information.

3.DO YOU THINK YOUR CAR/SUV HAS THE MOST FUEL EFFICIENCY ?
 (I)YES (ii) NO

YES 12

NO 3

FUEL EFFICIENCY OF MAHINDRA

100 78%
80
60
40 22%
20
0
YES NO

INFERENCE:

 78% of the respondents felt that Mahindra has the most fuel efficiency.

 While 22% felt it isn’t the most fuel efficient.

4.HOW DO YOU FIND THE FEATURES OF YOUR CAR AS COMPARED

TO OTHER CARS?
(I)GOOD (ii) VERY GOOD
(iii)NOT SO GOOD (IV) SATISFACTORY

GOOD 10
VERY GOOD 2

NOT SO GOOD 1

SATISFACTORY 2

FEATURES OF MAHINDRA
12%

8%

GOOD
10%
VERY GOOD
NOT SO GOOD
70% SATISFACTORY

INFERENCE:

 70% of the respondents felt that the features of the MAHINDRA & MAHINDRA
are good.

 While 8% of respondents thought it was not so good, 10% thought it was very good
and 12% felt satisfactory about the features.

5.WHICH OF THESE QUALITIES DO YOU THINK BEST DESCRIBES YOUR

CAR/SUV ?
(I)HANDLING (ii) FUEL EFFICIENCY
(iii)DESIGN (iv) COMFORT
HANDLING 2

FUEL EFFICIENCY 3

DESIGN 6

COMFORT 4

FEATURES THAT BEST

DESCRIBES MAHINDRA
38%
40
29%
30
18%
20 15%
10
0
HANDLING FUEL DESIGN COMFORT
EFFICIENCY

INFERENCE:

 Mahindra is best known for its design & comfort.

 Then comes Handling and Fuel Efficiency.

6.HOW DO YOU FIND THE INTERIORS OF YOUR CAR/SUV ?

(I)GOOD (ii) VERY GOOD

(iii)SATISFACTORY (IV) NOT SO GOOD
GOOD 11

VERY GOOD 2

SATISFACTORY 1

NOT SO GOOD 1

INTERIORS OF MAHINDRA
7%
3%
GOOD
16%
VERY GOOD
NOT SO GOOD
SATISFACTORY
74%

INFERENCE:

 The interiors of MAHINDRA are very good according to 74% of the respondents.

 16% said it was very good, 7% said it was satisfactory and 3% felt it was not so
good.

7.ACCORDING TO YOU WHAT SHOULD BE DONE TO IMPROVE YOUR

CAR/SUV COMPANY ?

(I) MAKE IT MORE AFFORDABLE

(ii) CHEAPER SPARE PARTS
(iii)MORE SERVICE STATIONS
MAKE IT MORE AFFORDABLE 10

CHEAPER SPARE PARTS 3

MORE SERVICE STATIONS 2

WHAT SHOULD BE DONE

TO IMPROVE MAHINDRA
13%
MAKE IT MORE
15% AFFORDABLE
CHEAPER SPARE
PARTS
72% MORE SERVICE
STATIONS

INFERENCE:

 If Mahindra and Mahindra is made more affordable then it would win

more customers, a theory which was backed by 72% of the respondents.

 15% and 13% respectively want cheaper spare parts and more service
stations.

8.ACCORDING TO YOU WHAT SHOULD BE DONE TO MAKE MAHINDRA

& MAHINDRA THE BEST CAR/SUV?
(I)MAKE IT MORE FUTURISTIC
(ii)MAKE IT MORE SPORTY
(iii)GIVE IT A RETRO LOOK
(iv)GIVE IT A CONCEPT CAR LOOK
 MAKE IT MORE FUTURISTIC 9

MAKE IT MORE SPORTY 2

GIVE IT A RETRO LOOK 1

GIVE IT A CONCEPT CAR LOOK 3

WHAT SHOULD BE DONE TO MAKE

MAHINDRA THE BEST CAR
MAKE IT MORE
15 FUTURISTIC

MAKE IT MORE
10 SPORTY

GIVE IT A RETRO
60 LOOK
15
GIVE IT A
CONCEPT CAR
LOOK

INFERENCE:

 To make it the best car in its class it should be made more futuristic which
was felt by 60% of the respondents.

 15% of the respondents thought it should be made more sporty.

 10% wanted it to have a retro look and 15% wanted to give it a concept car
look.

9.ARE YOU HAPPY WITH THE AFTER SALES SERVICES PROVIDED ?

(I)HAPPY (ii) UNHAPPY

HAPPY 13
UNHAPPY 2

HAPPY WITH AFTER SALES

SERVICES PROVIDED BY MAHINDRA

15%

HAPPY
UNHAPPY

85%

INFERENCE:

 Overall 85% happy with the after sales service provided by Mahindra.

 15% were unhappy with MAHINDRA due to poor after sales services
provided by them.

10.. YOUR'S CAR PARTS ARE AVAILABLE EVERYWHERE?

(I) YES (II) NO

YES 12
NO 3
INFERENCE:

 Overall 80% says yes.

 20% say no.

11.YOUR’S CAR PARTS ARE AVAILABLE AT VERY REASONABLE PRICE?

(I) YES (II) NO

YES 6
NO 9
INFERENCE:

 Overall 40% says yes.

 60% say no.

12. MY FRIENDS AND RELATIVES DRIVE THE SAME CAR/SUV ?

(I)YES (II) NO

YES 5
NO 10
55
INFERENCE:

 Overall 30% says yes.

 70% say no.

13.IF GIVEN A CHOICE FOR NEXT CAR TO CHOOSE A CAR COMPANY,

WHICH COMPANY WOULD YOU CHOOSE?

(i) MAHINDRA (ii) TATA

MAHINDRA 13
TATA 2

INFERENCE:

 Overall 90% says MAHINDRA.

 10% say TATA.

14.ARE YOU HAPPY WITH YOUR CAR/SUV COMPANY’S CHARGES AND

TIMELY DELIVERY THEY WERE OFFERING?
(i)HAPPY (ii) UNHAPPY
HAPPY 9

UNHAPPY 6

INFERENCE:

 Overall 80% are happy.

 20 % are unhappy
 Chapter V
FINDINGS OF THE
STUDY
CONCLUSION
&
SUGGESTIONS
 CONCLUSIONS

 Tata Motors is next to Mahindra and Mahindra in sales of PV in the FY 2019-2020.

 All model and colors of Tata’s car is available in showroom.
 TATA motors ltd always offer test drive to every customer and discount offer.
 According to sample data TATA motors are providing better safety than other car/SUV
manufacturers
 Majority of people think that price of Tata’s car parts is reasonable and are available
everywhere.
 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.
 Making the decision to capture the rural market. by introducing tata nano is giving better
result.
 Mahindra should launch more models of SsangYong in India.
 Both Tata and Mahindra should conduct market survey in Indian market for quails in
order to know the perception of Indian consumers.
 Mahindra should adopt an offensive marketing strategy for entering in the small car
segment. This market is dominated by Maruti Suzuki and Hyundai in the Indian domestic
auto market and TATA Motors is catching up in this area
 Initiative to improve communication with its dealers.

 It took aggressive measures to attract youngsters to its products.

 It stopped supplying similar models to such dealers whose outlets were located too close
to each other to avoid unnecessary price competition.
 It decided to take strict stance with those dealers who failed to meet target.
 It embarked on an aggressive restructuring exercise.
  Future models and also allowed people to design their own cars.
 As part of making the company’s dealer outlets more appealing to young buyers,
the
 It focused on streamlining and reducing its workforce and decided to hire contract

COMPARISON OF DIFFERENT IMPORTANT PARAMETERS ON BASIS OF

DATA COLLECTED

Parameters TATA Motors Mahindra and

Mahindra

Satisfied with services of selected vehicle 80 83

Fuel efficiency 78 78
How do you find features of the vehicle as 70 70
compared to other vehicles
Respondents suggestion to make it best car 60 60

( more futuristic) ( more futuristic)

Happy with after sales services 85 85
Easy(every where ) availability of parts 90 80
Spare parts available at reasonable rates 80 60
Good interiors of the vehicle 74 74

RECOMMENDATIONS

1. Tata Motors should improve its after sale services.

2. MAHINDRA should spend more on advertisement.

3. Tata Motors should open more service stations.

4. Mahindra should launch more models of SsangYong in India.

5. Tata Motors should provide spare parts at more reasonable rates.

6. Improving the marketing Strategies

7. More test drives should be offered by both the companies.

8.In the post lockdown situation as government if providing more liquidity in market/vehicle
loans with reduced rate of interest . Hence more and more attractive marketing strategy should be
adopted by both the car/SUV manufactures to attract the potential customers.

ANNEXURE – A
Questionnaire
1. DO YOU OWN A CAR/SUV?
(i)YES (ii) NO

IF YES, THEN WHICH ONE?

(i) MAHINDRA (ii) TATA

2. HOW SATISFIED ARE YOU WITH THE SERVICES OFFERED BY

SELECTED CAR/SUV ?
(i)SATISFIED (ii) DISSATISFIED

3.ARE YOU HAPPY WITH YOUR CAR/SUV COMPANY’S CHARGES AND

TIMELY DELIVERY THEY WERE OFFERING?

(i)HAPPY (ii) UNHAPPY

4.IF GIVEN A CHOICE FOR NEXT CAR/SUV TO CHOOSE A CAR/SUV

COMPANY, WHICH COMPANY WOULD YOU CHOOSE?
(i) MAHINDRA (ii) TATA

5.WHERE DO YOU MANAGE TO FIND INFORMATION ABOUT THE

SELECTED CAR/SUV COMPANY ?
(I)DEALERS (ii) PRINT MEDIA
(iii)T.V. (iv)INTERNET

6.DO YOU THINK YOUR CAR/SUV HAS THE MOST FUEL EFFICIENCY ?

(I)YES (ii) NO

7.HOW DO YOU FIND THE FEATURES OF YOUR CAR AS COMPARED TO

OTHER CARS?
 (I)GOOD (ii) VERY GOOD
(iii)NOT SO GOOD (IV) SATISFACTORY

8.WHICH OF THESE QUALITIES DO YOU THINK BEST DESCRIBES YOUR

CAR/SUV ?

(I)HANDLING (ii) FUEL EFFICIENCY

(iii)DESIGN (iv) COMFORT

9.HOW DO YOU FIND THE INTERIORS OF YOUR CAR/SUV ?

(I)GOOD (ii) VERY GOOD

(iii)SATISFACTORY (IV) NOT SO GOOD

10. ACCORDING TO YOU WHAT SHOULD BE DONE TO IMPROVE YOUR

CAR/SUV COMPANY ?

(I) MAKE IT MORE AFFORDABLE

(ii) CHEAPER SPARE PARTS
(iii)MORE SERVICE STATIONS

11. ACCORDING TO YOU WHAT SHOULD BE DONE TO MAKE MAHINDRA OR

TATA THE BEST CAR/SUV?

(I)MAKE IT MORE FUTURISTIC

(ii)MAKE IT MORE SPORTY
(iii)GIVE IT A RETRO LOOK
(iv)GIVE IT A CONCEPT CAR LOOK

12. ARE YOU HAPPY WITH THE AFTER SALES SERVICES PROVIDED ?

(I)HAPPY (ii) UNHAPPY

 13. MY FRIENDS AND RELATIVES DRIVE THE SAME CAR/SUV ?

(I)YES (II) NO

14. YOUR'S CAR/SUV PARTS ARE AVAILABLE EVERYWHERE?

(I) YES (II) NO

15.YOUR’S CAR/SUV PARTS ARE AVAILABLE AT VERY REASONABLE PRICE?

(I) YES (II) NO

 ANNEXURE – B

BIBLIOGRAPHY

BOOKS
 Kotler Philip & Lane Kevin “Marketing Management “(13th Edition)
 Kothari C.R.”Research Methodology” (second revised edition)
 Gupta & Gupta “Business Statistics “ (16th Edition)
 Shiffman L.G. & Kanuk L.L.” Consumer Behavior “(8th Edition) PHI, Delhi,
1994
 The motor show magazine (2014)
 Carzone magazine (2014)
 NDTV auto expo report.

INTERNET

• www.tata.com

• www.tatamotors.com

. Google search engine

• http://www.mahindra.com/What-We-Do/Automotive
 www.carwale.com
 www.businesswire.com