PROJECT ON

BUSSINESS 2 BUSSINESS “MARKETING MIX ANALYSIS OF TATA

MOTOR”

SUBMEATED

TO

PRO.DANANJAY TALELE

SUBMEATED

BY

L.NARAYAN SONI

ROL .NO (M4910)

Tata Motors
Tata Motors Ltd (NSE: TATAMOTORS, BSE: 500570, NYSE: TTM) is a multinational
corporation headquartered in Mumbai, India. Part of the Tata Group, it was formerly known as
TELCO (TATA Engineering and Locomotive Company).

Tata Motors is India’s largest automobile company, with consolidated revenues of USD 20
billion in 2009-10. It is the leader in commercial vehicles and among the top three in passenger
vehicles. Tata Motors has winning products in the compact, midsize car and utility vehicle
segments. The company is the world's fourth largest truck manufacturer, and the world's second
largest bus manufacturer with over 24,000 employees. Since first rolled out in 1954, Tata Motors
has produced and sold over 4 million vehicles in India.[1]

Established in 1945, when the company began manufacturing locomotives, the company
manufactured its first commercial vehicle in 1954 in a collaboration with Daimler-Benz AG,
which ended in 1969.[2] Tata Motors is a dual-listed company traded on both the Bombay Stock
Exchange, as well as on the New York Stock Exchange. Tata Motors in 2005, was ranked among
the top 10 corporations in India with an annual revenue exceeding INR 320 billion.

In 2004 Tata Motors bought Daewoo's truck manufacturing unit, now known as Tata Daewoo
Commercial Vehicle, in South Korea. It also acquired Hispano Carrocera SA, now a fully-owned
subsidiary. In March 2008, it acquired the Jaguar Land Rover (JLR) business from the Ford
Motor Company, which also includes the Daimler and Lanchester brands.[3][4][5] and the purchase
was completed on 2 June 2008.[6]

Tata Motors has auto manufacturing and assembly plants in Jamshedpur, Pantnagar, Lucknow,
Ahmedabad, Sanand and Pune in India, as well as in Argentina, South Africa and Thailand.

History
Tata Motors is a part of the Tata Group manages its share-holding through Tata Sons. The
company was established in 1935 as a locomotive manufacturing unit and later expanded its
operations to commercial vehicle sector in 1954 after forming a joint venture with Daimler-Benz
AG of Germany. Despite the success of its commercial vehicles, Tata realized his company had
to diversify and he began to look at other products. Based on consumer demand, he decided that
building a small car would be the most practical new venture. So in 1998 it launched Tata Indica,
India's first fully indigenous passenger car. Designed to be inexpensive and simple to build and
maintain, the Indica became a hit in the Indian market. It was also exported to Europe, especially
the UK and Italy. In 2004 it acquired Tata Daewoo Commercial Vehicle, and in late 2005 it
acquired 21% of Aragonese Hispano Carrocera giving it controlling rights of the company. It has
formed a joint venture with Marcopolo of Brazil, and introduced low-floor buses in the Indian
Market. Recently, it has acquired British Jaguar Land Rover (JLR), which includes the Daimler
and Lanchester brand names.

Expansion
The FIRST generation Tata Indica V2's excellent fuel economy, powerful engine and aggressive marketing
strategy made it one of the best selling cars in the history of the Indian automobile industry.

After years of dominating the commercial vehicle market in India, Tata Motors entered the
passenger vehicle market in 1991 by launching the Tata Sierra, a multi utility vehicle. After the
launch of three more vehicles, Tata Estate (1992, a station wagon design based on the earlier
'Tata Mobile' (1989), a light commercial vehicle), Tata Sumo (LCV, 1994) and Tata Safari
(1998, India's first sports utility vehicle). Tata launched the Indica in 1998, the first fully
indigenous passenger car of India. Though the car was initially panned by auto-analysts, the car's
excellent fuel economy, powerful engine and aggressive marketing strategy made it one of the
best selling cars in the history of the Indian automobile industry. A newer version of the car,
named Indica V2, was a major improvement over the previous version and quickly became a
mass-favorite. Tata Motors also successfully exported large quantities of the car to South Africa.
The success of Indica in many ways marked the rise of Tata Motors.

Subsidiary Brands

Tata Novus is one of the

Jaguar XJ Hispano Divo at the 2008
best selling commercial Range Rover
FIAA in Madrid
trucks in South Korea.
Tata Daewoo Commercial Vehicle

With the success of Tata Indica, Tata Motors aimed to increase its presence worldwide. In 2004,
it acquired the Daewoo Commercial Vehicle Company of South Korea. The reasons behind the
acquisition were:

 Company's global plans to reduce domestic exposure. The domestic commercial vehicle market
is highly cyclical in nature and prone to fluctuations in the domestic economy. Tata Motors has a
high domestic exposure of ~94% in the MHCV segment and ~84% in the light commercial vehicle
(LCV) segment. Since the domestic commercial vehicle sales of the company are at the mercy of
the structural economic factors, it is increasingly looking at the international markets. The
company plans to diversify into various markets across the world in both MHCV as well as LCV
segments.
 To expand the product portfolio Tata Motors recently introduced the 25MT GVW Tata Novus
from Daewoo’s (South Korea) (TDCV) platform. Tata plans to leverage on the strong presence of
TDCV in the heavy-tonnage range and introduce products in India at an appropriate time. This
was mainly to cater to the international market and also to cater to the domestic market where
a major improvement in the Road infrastructure was done through the National Highway
Development Project.

Tata remains India's largest heavy commercial vehicle manufacturer and Tata Daewoo is the 2nd
largest heavy commercial vehicle manufacturer in South Korea. Tata Motors has jointly worked
with Tata Daewoo to develop trucks such as Novus and World Truck and buses namely, Globes
and Star Bus.
Hispano Carrocera

In 2005, sensing an opportunity in the fully-built bus segment, Tata Motors acquired a 21% stake
in Hispano Caracara SA,[8] the leading European bus and coach cabin maker. In 2009, the
company picked up the remaining 79% stake in Hispano Caracara SA for an undisclosed sum,
making it a fully-owned subsidiary.

Jaguar Cars and Land Rover

Main articles: Jaguar Cars and Land Rover

After the acquisition of the British Jaguar Land Rover (JLR) business, which also includes the
Daimler, Lanchester and Rover brands, Tata Motors became a major player in the international
automobile market. On 27 March 2008, Tata Motors reached an agreement with Ford to purchase
their Jaguar Land Rover operations for US$2 billion. The sale was completed on 2 June 2008.

In addition to the brands, Tata Motors has also gained access to two design centers and two
plants in UK. The key acquisition would be of the intellectual property rights related to the
technologies.

Joint ventures

Tata MarcoPolo released this low-floor bus in India and now it is widely used as public transport in Delhi,
Mumbai, Bangalore and Lucknow
Tata Motors has formed a 51:49 joint venture in bus body building with Marco polo of Brazil.
This joint venture is to manufacture and assemble fully-built buses and coaches targeted at
developing mass rapid transportation systems. The joint venture will absorb technology and
expertise in chassis and aggregates from Tata Motors, and Marcopolo will provide know-how in
processes and systems for bodybuilding and bus body design. Tata and Marcopolo have launched
a low-floor city bus which is widely used by Chennai,Delhi, Mumbai,Lucknow and Banglore
transport corporations.

Tata Motors also formed a joint venture with Fiat and gained access to Fiat’s diesel engine
technology.Tata Motors sells Fiat cars in India and is looking to extend its relationship with Fiat
and Iveco to other segments. Tata has also formed several JV's with many small companies in
various countries around the world.

Important developments

Tata Nano

Tata Nano

In January 2008, Tata Motors launched Tata Nano, the least expensive production car in the
world at about Rs. 100,000 (US $2,500). The city car was unveiled during the Auto Expo 2008
exhibition in Pragati Maidan, New Delhi.

Tata has faced controversy over developing the Nano as some environmentalists are concerned
that the launch of such a low-priced car could lead to mass motorization in India with adverse
effects on pollution and global warming. Tata has set up a factory in Sanand, Gujarat and the
first Nanos are to roll out summer 2009.

Tata Nano Europa has been developed for sale in developed economies and is to hit markets in
2010 while the normal Nano should hit markets in South Africa, Kenya and countries in Asia
and Africa by late 2009. A battery version is also planned.

Tata has also been approached by a province in France named Moselle to setup a Tata Nano
manufacturing plant.

Tata Ace

Tata Ace was India's first mini truck

Tata Ace, India's first indigenously developed sub-one ton mini-truck, was launched in May
2005. The mini-truck was a huge success in India with auto-analysts claiming that Ace had
changed the dynamics of the light commercial vehicle (LCV) market in the country by creating a
new market segment termed the small commercial vehicle (SCV) segment. Ace rapidly emerged
as the first choice for transporters and single truck owners for city and rural transport. By
October 2005, LCV sales of Tata Motors had grown by 36.6 percent to 28,537 units due to the
rising demand for Ace. The Ace was built with a load body produced by Autoline Industries.By
2005; Autoline was producing 300 load bodies per day for Tata Motors. Tata Ace - Apka Pyaara
Chota Hathi.

Ace is still a top seller for TML with 5M units sold to date (June 2010).
Ace has also been exported to several European, South American and African countries and all-
electric models are sold through Chrysler's Global Electric Motorcars division.

Compressed air car

Tata OneCAT

Motor Development International of France has developed the world's first prototype of a
compressed air car, named OneCAT. In 2007, MDI owner Guy Negre was reported to have "the
backing of Tata".

It has airtanks that can be filled in 4 hours by plugging the car into a standard electrical plug. In
2008 MDI planned to also design a gas station compressor, which would fill the tanks in 3
minutes. There are no gasoline costs and no fossil fuel emissions from the vehicle when run in
town, but "the compressed air driving the pistons can be boosted by a fuel burner".

OneCAT is a five seat vehicle with a 200-litre (7.1 cu ft) trunk. With full tanks it is said to run at
100 km/h (62 mph) for 90 kilometres (56 mi) range in urban cycle. There are severe physical
arguments pleading against those figures. In December 2009 Tata's vice president of engineering
systems confirmed that the limited range and low engine temperatures were causing difficulties.[
Electric vehicles

Tata Motors unveiled the electric versions of passenger car Tata Indica and commercial vehicle
Tata Ace. Both run on lithium batteries. The company has indicated that the electric Indica
would be launched locally in India in about 2010, without disclosing the price. The vehicle
would be launched in Norway in 2009.

Tata Motors' UK subsidiary, Tata Motors European Technical Centre, has bought a 50.3%
holding in electric vehicle technology firm Miljøbil Grenland/Innovasjon of Norway for
US$1.93 M, which specialises in the development of innovative solutions for electric vehicles,
and plans to launch the electric Indica hatchback in Europe next year. On 17 Sept 2010 Tata
motors presented to the DTC [ Delhi Transport corporation] Four CNG - Electric Hybrid
lowfloored Starbuses to be used for commonwealth games.These will be the first
Environmentally friendly buses to be used for public transportation in India.
Tata in India

A loaded Tata truck on a Rajasthan highway

Tata Motors Limited is India’s largest automobile company, with revenues of  35,651.48 crore
(US$7.74 billion) in 2007-08. 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. 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 with Fiat Group
Automobiles at Ranjangaon (Maharashtra) to produce both Fiat and Tata cars and Fiat
powertrains. 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; Tata
Motors also distributes and markets Fiat branded cars in India.

Tata's global operations

Tata Motors has been in the process of acquiring foreign brands to increase its global presence
and currently has operations in the UK, South Korea, Thailand and Spain. Among them is Jaguar
Land Rover, a business comprising the two iconic British brands that was acquired in 2008. Tata
Motors has also acquired from Ford the rights of Rover. In 2004, it acquired the Daewoo
Commercial Vehicles Company, South Korea’s second largest truck maker. The rechristened
Tata Daewoo Commercial Vehicles Company has launched several new products in the Korean
market, while also exporting these products to several international markets. Today two-thirds of
heavy commercial vehicle exports out of South Korea are from Tata Daewoo.In 2005, Tata
Motors acquired a 21% stake in Hispano Carrocera, a Spanish bus and coach manufacturer,[8]
giving it controlling rights of the company. Tata Motors continued its product line expansion
through the introduction of new products into the market range of buses (Starbus & Globus) as
well as trucks (Novus). These models were jointly developed with its subsidiaries Tata Daewoo
and Hispano Carrocera. In May, 2009 Tata unveiled the Tata World Truck range jointly
developed with Tata Daewoo They will debut in South Korea, South Africa, the SAARC
countries and the Middle-East by the end of 2009 In 2006, it formed a joint venture with the
Brazil-based Marcopolo to manufacture fully-built buses and coaches for India and other
international markets. Tata Motors has expanded its production and assembly operations to
several other countries including South Korea, Thailand, South Africa and Argentina and is
planning to set up plants in Turkey, Indonesia and Eastern Europe. Tata also has franchisee/joint
venture assembly operations in Kenya, Bangladesh, Ukraine, Russia and Senegal. Tata has
dealerships in 26 countries across 4 continents. Though Tata is present in many countries it has
only managed to create a large consumer base in the Indian Subcontinent namely India,
Bangladesh, Bhutan, Sri Lanka and Nepal and has a growing consumer base in

Products

Passenger cars and utility vehicles

Tata Xover
Tata Nano Europa

Tata Starbus Low Floor 1610

Tata Marcopolo buses in the Delhi BRT.

 Tata Sierra (Discontinued)

 Tata Estate (Discontinued)
 Tata Sumo/Spacio
 Tata Safari
 Tata Indica
  Tata Vista
 Tata Indigo
 Tata Manza
 Tata Indigo Marina
 Tata Winger
 Tata Magic
 Tata Nano
 Tata Xenon XT
 Tata Aria

Concept vehicles

 2000 Aria Roadster

 2001 Aria Coupe
 2002 Tata Indiva
 2004 Tata Indigo Advent
 2005 Tata Xover
 2006 Tata Cliffrider
 2007 Tata Elegante
 2009 Tata Pr1ma
 2010 Tata Versa
 2010 Tata Essota

Commercial vehicles

 Tata Ace
 Tata TL/Telcoline/207 DI Pickup Truck
 Tata 407 Ex and Ex2
 Tata 709 Ex
 Tata 809 Ex and Ex2
 Tata 909 Ex and Ex2
 Tata 1109 (Intermediate truck)
 Tata 1510/1512 (Medium bus chassis)
  Tata 1612/1616 (Heavy bus chassis)
 Tata 1618 (Semi Low Floor bus chassis)
 Tata 1610/1623 (Rear Engined Low Floor bus chassis)
 Tata 1613/1615 (Medium truck)
 Tata 2515/2516 (Medium truck)
 Tata Starbus (Branded Buses for city,inter city,school bus and standard passenger
transportation)
 Tata Globus (Range of fully built luxury coaches)
 Tata Hispano Globus (Rear Engined Inter city coach)
 Tata Marcopolo Bus (Low Floor, Semi Low Floor buses for Mass Rapid Transit and also standard
passenger transportation Buses)
 Tata 3015 (Heavy truck)
 Tata 3118 (Heavy truck) (8X2)
 Tata 3516 (Heavy truck)
 Tata 4018 (Heavy truck)
 Tata 4923 (Ultra-Heavy truck) (6X4)
 Tata Novus (Heavy truck designed by Tata Daewoo)
 Tata Prima (The World Truck designed by Tata Motors and Tata Daewoo)

Military vehicles

 Tata LSV (Light Specialist Vehicle)

 Tata Mine Protected Vehicle (4x4)
 Tata 2 Stretcher Ambulance
 Tata 407 Troop Carrier, available in hard top, soft top, 4x4, and 4x2 versions
 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 Winger Passenger Mini Bus
MARKETING MIX

Marketing is the process by which a product or service originates and is then priced, promoted,
and distributed to consumers. The principal marketing functions involve market research and
product development, design, and testing. It is the business activity of presenting products or
services in such a way as to make them desirable.

One has to consider promotion that is balanced with a suitable product available at a reasonable
price, provided at all places to maximize the sale of one’s product.

MARKETING MIX
PRODUCT PRICE PROMOTION PLACE
Brand Pricing Strategy Personal Selling Channels of Distributions
Packaging Pricing & Quality Advertising Physical Distribution
Innovations Price & Alterations Public Relations Wholesaler & Retailers
Quality Discounts

1. PRODUCT (Brand, Packaging, Innovations, Quality) :

a. Brand : Advertising is often used to make consumers aware of a product’s special low
price or its benefits. But an even more important function of advertising is to create
an image that consumers associate with a product, known as the brand image. The
brand image goes far beyond the functional characteristics of the product. The
products of Tata Motors have many special characteristics to them, but when
consumers think of it, they not only think of its features, but they may also associate it
with quality, performance, class. All of these meanings have been added to the
product by advertising. Consumers frequently buy the product not only for its
functional characteristics but also because they want to be identified with the image
associated with the brand.

Tata Motors have been successful in creating and maintaining a professional

brand image.
 b. Packaging : A vehicle cannot have a material packaging. Here, packaging refers to
and effective assembly of features. Tata Motors provide many innovative features to
suit the target customers and the product. E.g. Tata Safari Dicor has ‘Reverse Guide
System’ which includes a weather-proof camera to help the driver while reversing the
vehicle.

c. Innovations : The various motives behind buying an automobile are Need, Prestige,
Comfort, Fashion, Jealousy and Novelty. The R & D Department continuously strives
to bring new innovations in their product. Tatas have an industrial experience of over
100 years and they are well known with the Psychology of Indian customers, who
desire more at less price. This experience has helped them to develop products which
fulfill the expectations of Indian consumers.

d. Quality Control : Tata Motors have their Quality Control standards and the QC Dept.
ensures that the customer does not face any inconveniences of a defective product.

2. PRICE (Pricing Strategy, Alterations, Discounts)

a. Pricing Strategy : The prices are fixed keeping in mind a number of factors. As
told by Mr. Desai, prices have to be at par with the prices of the competitors. Tata
Motors give a relative price advantage as compares to its competitors. The various
determinants of price are

i. Market Condition

ii. Costs incurred

iii. Profit percentage desired by the Co.

iv. Dealer Profit

 b. Alterations : The Company does not allow any alterations to any of the features of
the product. If there is an alteration which affects the performance of the engine,
then the warranty becomes void. However, there may be alterations in the
accessories, if desired by the customer.

c. Discounts : Discounts are decided by the Co. every month. Any further discounts
made from the profits of the dealer. However, the Co. may compensate the dealer
for the discounts allowed to a certain extent.

3. PROMOTION (Personal Selling, Advertising, Sales Promotion, Public Relations)

a. Personal Selling : There is minimal personal selling involved. The Sales Officers
at the dealerships collect prospective customer databases and perform cold calling
to attract customers.

b. Advertising : Advertising is a form of commercial mass communication designed

to promote the sale of a product or service. Tata Motors is responsible for the
advertising of its products. The dealer does play any role in the advertising. The
various media used for advertising are T.V., Newspapers, Magazines, Hoardings,
Internet etc. The dealer conducts point-of-purchase displays to advertise the
products. The advertisements done by the Co. help the dealer to capitalize on the
market.

c. Sales Promotion : The purpose of sales promotion is to supplement and coordinate

advertising and personal selling; Sales promotions are designed to persuade
consumers to purchase immediately by providing special incentives such as cash
rebates, prizes, extra product, or gifts. The Co. conducts intensive sales promotion
during festivals such as festive discounts during Diwali.

d. Public Relations : Public Relations is a management function that creates,

develops, and carries out policies and programs to influence public opinion or
public reaction about an idea, a product, or an organization. The Co. takes serious
measures to maintain good public relations. The Co. follows business ethics to
 ensure that the customer is satisfied and receives good service whenever and
wherever he desires

4. PLACE (Channels of Distribution, Physical Distribution)

a. Channels of Distribution : In case of vehicles, dealership method of distribution

and sales is generally adopted. Tata Motors have also adopted dealership method
of distribution of its products. The dealers purchase products from the Co. at a
negotiated price. The MRP is fixed by the Co. and the dealer gets a profit within
these prices. As the Co. deals in commercial and passenger vehicles, there may be
a single or distinct dealerships to market its commercial and passenger vehicles in
a town. However, if there is a single dealership appointed, then the commercial
and passenger vehicles are managed under Commercial Vehicles Dept. and
Passenger Vehicles Dept. respectively.

Tata Motors have contracts with the Government of India and it supplies
buses and passenger vehicles, in some cases, to the Govt. Sometimes, bulk
quantities of vehicles are ordered by a Govt. Dept. or a private company. The
sales, distribution and billing of these are looked after by the Co. itself.

b. Physical Distribution : The commercial vehicles are manufactured at Jamshedpur,

Lucknow and Pantnagar whereas the passenger vehicles are manufactured at Pune
plant. From the plant, the finished product is transported to the dealerships. The
nation-wide dealership, sales, services and spare parts network comprises over
2,000 touch points. The dealerships are strategically located in the target and
potential markets to ensure efficient and timely availability of its products in the
market.
Marketing strategies of Tata motors

What makes the marketing strategy so successful?

1. Product, Branding, and Advertising

Every business started from 0, from no one knows it until everyone know it. Advertising is one
of the most common ways to make car buyer or car enthusiast aware of the new car with special
promotion price. Another more important way of advertising is to create an image or brand
image. Take BMW Z3 for example, it was introduced in 1996 and shortly the car has been used
in the famous James Bond movie. This is similar to Nissan 350 Fairlady Z in the recent 2007
Fast and the Furious 3 – Tokyo Drift. Over the years Tata Motors have been successful in
creating their brand image especially they use some famous stars as their spokesman.

Other important marketing strategies are such as the packaging, innovations, and quality control.
Tata Motors provide many innovative features to attract car lover. One of these innovations is the
Tata Safari 4X4 Dicor that has “Reverse Guide System”. A weather-proof camera is fixed to the
rear car to help the driver while reversing the car.
2. Pricing Strategy

There are various factors to determine a price of a car. These factors are such as market condition
(it can’t be too low or too high with the prices of same vehicle from competitors, it has to be at
par), cost incurred to build a car, profit by company, dealer profit.

Giving discount every month and special promotion for certain type of vehicle also one of the
strong strategy use by Tata Motors. Discount can be made from Company’s profit or from
dealer’s profit at certain range.

3. Place
Place of dealership does play an important role. The channel of distribution, physical location,
and dealership method of distribution and sales is generally adopted. The distribution of vehicle
must be in a very systematic way, from the plant to dealership and to end user. This is not only in
India itself but also to the world-wide dealership. (See also Ford Motor Company SWOT
analysis)

4. Maintenance and Support

After sales service is also another important marketing strategy for most of the car buyer to
choose for the right car. End user will not want to spend a lot of time to travel to a far place just
to service the car such as change engine oil, oil filter and some simple checking. Parts and
accessories must also easy to access when it is needed to keep the customer satisfy from buying
Tata cars until maintaining the car or even until they sell the car and change to a newer Tata
model.

Marketing strategies of Tata motors

By looking at the Marketing strategies of TATA motors, the SWOT analysis (the Strengths,
Weakness, Opportunities, Threats) can clearly tells why Tata Motors marketing strategies is one
of the successful stories in automobile industry nowadays.
CONCLUTION
From the analysis it has been conclude that Tata motor has not only created a brand
image in the mind of the customer but also it has good image in the mind of others
which include its supplier, manufacturer , dealers etc. not only in India but also all over
the world .It has excellent marketing mix. The products of Tata Motors have many
special characteristics to them, but when consumers think of it, they not only think of its
features, but they may also associate it with quality, performance, class. All of these
meanings have been added to the product by advertising. Consumers frequently buy the
product not only for its functional characteristics but also because they want to be
identified with the image associated with the brand.

Tata Motors have been successful in creating and maintaining a professional brand
image.

Tata Motors provide many innovative features to suit the target customers and the
product. E.g. Tata Safari Dicor has ‘Reverse Guide System’ which includes a weather-
proof camera to help the driver while reversing the vehicle.

The Co. conducts intensive sales promotion during festivals such as festive discounts
during Diwali.

Tata Motors have contracts with the Government of India and it supplies buses and
passenger vehicles, in some cases, to the Govt. Sometimes, bulk quantities of vehicles are
ordered by a Govt. Dept. or a private company. The sales, distribution and billing of these
are looked after by the Co. itself.

Tata Motors provide many innovative features to attract car lover. One of these
innovations is the Tata Safari 4X4 Dicor that has “Reverse Guide System”. A weather-
proof camera is fixed to the rear car to help the driver while reversing the car.