Marketing Implementation of Tata Aria by Improving Gear Box (Customer Satisfaction Index)

A SUMMER PROJECT REPORT ON
MARKETING IMPLEMENTATION OF TATA ARIA BY IMPROVING GEAR BOX(CUSTOMER SATISFACTION INDEX)

Carried Out For
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External Guided by
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CERTIFICATE
Balaji Institute of Telecom & Management Page 2
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TATA MOTORS DECLARATION
I hereby declare that the project report on, MARKETING IMPLEMENTATION OF TATA ARIA BY IMPROVING GEAR BOX(CUSTOMER SATISFACTION INDEX) CUBV PUNE, being submitted is the result of the work carried out by me for the tenure of 8 weeks from 6th June 2011 to 31st July 2011.
NAMRATA RATHEE PGDM (2010-2012)
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TATA MOTORS ACKNOWLEDGEMENT
No task is a single person effort, same is with this project. Thus I would like to extend my sincere thanks to all those people who helped me in accomplishing my project. With deep sense of pleasure and satisfaction I complete this project on MARKETING
IMPLEMENTATION OF TATA ARIA BY IMPROVING GEAR BOX(CUSTOMER SATISFACTION INDEX) and take this opportunity to thank Mr.
R P Panchbhai,
Manager,Human Resource Tata Motors (CVBU,Pune), for believing in my idea

of carrying out the market research which I intended to do. He played the central role in helping me gather all the relevant data needed for my research. I would like to thank Mr. S Tergeonkar(AGM-Gear Factory) & Mr. Zafir Ahmad (Senior Manager-HR) for their help in making the data collection process convenient for me. Above all, I would like to thank Faculty of BITM, my Institute, for enabling me in dealing with the corporate world.
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TATA MOTORS TABLE OF CONTENTS
S.NO.
1. 2. 3. 4. 5. 6. 7. 8. 9. 10.
CHAPTERS Executive summary..............................................................................7 Introduction...........................................................................................9 Literature Review..................................................................................9 Research Study....................................................................................13 Overview of PHILIPS Company and PHILIPS Switches...................17 Ranking of tata motors.. Data Analysis and Interpretations.....................................................28 Conclusion...........................................................................................39 Recommendations..............................................................................40 Limitations...........................................................................................41 Annexure i. Questionnaire
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TATA MOTORS EXECUTIVE SUMMARY
This Project was intended to analyse the customer satisfaction index of recently launched Tata Aria Premium Segment Car by analysing the Gear Box Of Tata Aria which is Mark-II Mark II Gear box specification: Gear ratio: The ratio may be specified as x: 1, where x is an integer. Output torque Maximum input power Maximum input speed Gearing arrangement Reducer output Shaft Alignment And also recovering experiences from TATA aria current customers that included inhouse TATA motors employees and few other Suv users. I carried out detailed study at SHOPFLOOR LEVEL involving time to understand the high end manufacturing specifications of mark-ii and then comparing it with other benchmark premium car gear boxes example: G76 which is used in Tata safari & also gear box of Toyota Innova then thoroughly surveyed the in house customers of TATA aria and few suv customers in market to analyze the customer satisfaction index of Tata aria by method of questionnaire on gear box shift quality and other factors involved in gaining customer satisfaction and then suggested ways to increase customer satisfaction index (which was found to be (5.6 on a scale of 10)By improving the other factors mainly focusing the gear shift quality of TATA aria
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Specific Activities:
Studying Manufactuing of Gear boxes like G-&76 & Mark II Comparing Mark-ii Gear Box With Other Benchmark Gear Boxes in terms of
torque capacity,Shift Quality & Easy Handling Of Gears

Desigining Questionaare To analyse Customer satisfaction Index. Face to Face interaction with inhouse employees & Suv Customers in Market. Data collection of current Users of Tata Aria in Pune
Detailed analysis and fact finding Presentation to senior Executives
Findings
Customer satisfaction index of tata aria is low compared to other Premium Cars like Toyota Innova & Fortuner CSI Was found to be 5.6 on a scale of 10 The Factors which involved this low CSI Were High Price with almost same utilites compared to other premium Car The warranty scheme of tata aria did not satisfy the customers The gear shift quality was not found to be easily flexible But the customers were happy about the appearance of the car and its delivery schemes and payment schemes. Even Tata Aria Sales have added as a bonus revenue to Tata motors CVBU,Pune
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Introduction
Tata Motors Limited is India's largest automobile company, with consolidated revenues of Rs. 92,519 cores (USD 20 billion) in 2009-10. It is the leader in commercial vehicles in each segment, and among the top three in passenger vehicles with winning products in the compact, midsize car and utility vehicle segments. The company is the world's fourth largest truck manufacturer, and the world's second largest bus manufacturer. The company's 24,000 employees are guided by the vision to be "best in the manner in which we operate best in the products we deliver and best in our value system and ethics." Established in 1945, Tata Motors' presence indeed cuts across the length and breadth of India. Over 5.9 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 power trains. The company is establishing a new plant at Sanand (Gujarat). The company's dealership, sales, services and spare parts network comprises over 3500 touch points; Tata Motors also distributes and markets Fiat branded cars in India. Tata Motors, the first company from India's engineering sector to be listed in the New York Stock Exchange (September 2004), has also emerged as an international automobile company. Through subsidiaries and associate companies, Tata Motors has operations in the UK, South Korea, Thailand and Spain. Among them is Jaguar Land Rover, a business comprising the two iconic British brands that was acquired in 2008. In 2004, it acquired the Daewoo Commercial Vehicles Company, South Korea's second largest truck maker. The rechristened Tata Daewoo Commercial Vehicles Company
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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 reputed Spanish bus and coach manufacturer, and subsequently the remaining stake in 2009. Hispano's presence is being expanded in other markets. In 2006, Tata Motors formed a joint venture with the Brazil-based Marcopolo, a global leader in body-building for buses and coaches to manufacture fullybuilt buses and coaches for India and select international markets. Tata Motors is also expanding its international footprint, established through exports since 1961. The company's commercial and passenger vehicles are already being marketed in several countries in Europe, Africa, the Middle East, South East Asia, South Asia and South America. It has franchisee/joint venture assembly operations in Kenya, Bangladesh, Ukraine, Russia, Senegal and South Africa. The foundation of the company's growth over the last 50 years is a deep understanding of economic stimuli and customer needs, and the ability to translate them into customer-desired offerings through leading edge R&D. With over 3,000 engineers and scientists, the company's Engineering Research Centre, established in 1966, has enabled pioneering technologies and products. The company today has R&D centers in Pune, Jamshedpur, Lucknow, Dharwad in India, and in South Korea, Spain, and the UK. It was Tata Motors, which developed the first indigenously developed Light Commercial Vehicle, India's first Sports Utility Vehicle and, in 1998, the Tata Indica, India's first fully indigenous passenger car. Within two years of launch, Tata Indica became India's largest selling car in its segment. In 2005, Tata Motors created a new segment by launching the Tata Ace, India's first indigenously developed mini-truck. In January 2008, Tata Motors unveiled its People's Car, the Tata Nano, which India and the world have been looking forward to. The Tata Nano has been subsequently launched, as planned, in India in March 2009. A development, which signifies a first for the global automobile industry, the Nano brings the comfort and safety of a car within
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the reach of thousands of families. The standard version has been priced at Rs.100, 000 (excluding VAT and transportation cost). Designed with a family in mind, it has a roomy passenger compartment with generous leg space and head room. It can comfortably seat four persons. Its mono-volume design will set a new benchmark among small cars. Its tailpipe emission performance too exceeds regulatory requirements. In terms of overall pollutants, it has a lower pollution level than two-wheelers being manufactured in India today. The lean design strategy has helped minimize weight, which helps maximize performance per unit of energy consumed and delivers high fuel efficiency. The high fuel efficiency also ensures that the car has low carbon dioxide emissions, thereby providing the twin benefits of an affordable transportation solution with a low carbon footprint. Through its subsidiaries, the company is engaged in engineering and automotive solutions, construction equipment manufacturing, automotive vehicle components manufacturing and supply chain activities, machine tools and factory automation solutions, high-precision tooling and plastic and electronic components for automotive and computer applications, and automotive retailing and service operations. Tata Motors is committed to improving the quality of life of communities by working on four thrust areas employability, education, health and environment. They range from schools to technical education institutes to actual facilitation of income generation. In health, our intervention is in both preventive and curative health care. The goal of environment protection is achieved through tree plantation, conserving water and creating new water bodies and, last but not the least, by introducing appropriate technologies in our vehicles and operations for constantly enhancing environment care. With the foundation of its rich heritage, Tata Motors today is etching a refulgent future.
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Marketing strategies of TATA Motors
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. Pricing Strategy There are various factors to determine a price of a car. These factors are such as market condition (it cant 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 Companys profit or from dealers profit at certain range.
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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. 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.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.
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CUSTOMER SATISFACTION INDEX: Customer Satisfaction research identifies how well an organization is performing from the customers viewpoint. It allows any organization to understand how their customers are with the level of service they are providing at any point in time, and to track how satisfaction levels change over time. It does not investigate the reasons or reality behind the Customer Satisfaction, unlike Service Evaluation research but still provides extremely valuable information such as highlighting an area where service needs improving. Tracking satisfaction levels can be particularly powerful when it concentrates on identifying levels of satisfaction against the specific elements of service that most matter to customers and which the organization can change; and where possible, compare satisfaction levels across competing organizations. This can also be used to highlight differences between customer segments, potentially identifying segments at greatest risk. Customer Satisfaction research is often used as part of a wider project designed to help an organization or company improve its service provision, customer satisfaction and customer interaction. A variety of techniques can be used depending on the aims of the project, the nature of the organization and the extent of the customer base but would typically incorporate a customer survey and may include depth interviews or focus groups in order to more fully understand the service elements which most matter to customers, Customer Satisfaction, by nature, is dependent on an individuals expectations and previous experience of service. In order get the most out of the research for your organization, it is best for a Customer Satisfaction research project to link to your organizations service standards (whether formal or informal). For example, there may be a service standard which states that all customers should be given an appointment within two weeks of making a request. It would be relatively easy to ascertain whether this standard was
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being met in practice. But customers satisfaction with how quickly they receive an appointment would need to be tested through direct research with customers.
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MEASURING CUSTOMER SATISFACTION: Organizations are increasingly interested in retaining existing customers while targeting non-customers, measuring customer satisfaction provides an indication of how successful the organization is at providing products and/or services to the marketplace. Customer satisfaction is an ambiguous and abstract concept and the actual manifestation of the state of satisfaction will vary from person to person and product/service to product/service. The state of satisfaction depends on a number of both psychological and physical variables which correlate with satisfaction behaviors such as return and recommend rate. The level of satisfaction can also vary depending on other options the customer may have and other products against which the customer can compare the organization's products. The usual measures of customer satisfaction involve a survey with a set of statements using a Likert Technique or scale. The customer is asked to evaluate each statement and in term of their perception and expectation of performance of the organization being measured. IMPROVING CUSTOMER SATISFACTION: Published standards exist to help organizations develop their current levels of customer satisfaction. The International Customer Service Institute (TICSI) has released The International Customer Service Standard (TICSS). TICSS enables organizations to focus their attention on delivering excellence in the management of customer service, whilst at the same time providing recognition of success through a 3 rd Party registration scheme. TICSS focuses an organizations attention on delivering increased customer satisfaction in TICSS Service Quality Model uses the 5 P's - Policy, Processes, People, Premises, Product/Services, as well as performance measurement.
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Overall dealer satisfaction is determined by examining nine factors: marketing and sales activities; product; vehicle ordering and delivery; sales team; parts; warranty claims; after-sales team; training; and support from the manufacturer
TATA MOTORS Literature Review

The Principal task of marketing management is to fulfill the aspiration of the consumers. It is thus imperative to understand what the consumers want, how they make the choice, or what their sources of information and influence processes etc are. In this process an organization can identify new opportunities in the market; evaluate and monitor marketing actions; and in general, evolve better marketing program to serve the interest of consumers. Thus market research acts a link between the consumers and the marketer. Role of Market research Market research is defined as the systematic and objective search for and analysis of information relevant to the identification and solution of any problem in field of marketing. According to American Marketing Association (AMA) Marketing research is defined as the systematic gathering, recording and analyzing of data about problems relating to the marketing of goods and services. Marketing research is the function which links the consumer, customer and public to the marketer through information-information used to identify and define marketing opportunities and problems; generate; refine; and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process.
Marketing research is a systematic collection and analysis of information that is ultimately used in evolving some marketing decisions. All the stages in marketing research must be carried out in a logical manner. It should also ensure objectivity in
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every steps. market research must not be a mere collection of statistical information. one must justify the choice of methodology of data collection and analysis and research must not be preoccupied with techniques, but instead convey the meaning of the results in marketing terms even when some advanced sophisticated or advanced tool is used.likewise,marketing managers should provide a clear detailed scenario of the problems faced by the company before the market researcher. they must not use MR as a fire-fighting device or to justify some preconceived actions.
THE MARKET RESEARCH PROCESS MR exercise may take many forms but systematic enquiry is features common to all such forms. Being a systematic enquiry, it requires careful planning of the orderly investigation process. though it is an oversimplification to assume that all research process would necessarily follow a given sequence, MR often follow a generalized pattern which can be broken down and studied sequentially.
RESEARCH OBJECTIVES:To determine the factors that create a Preference in Customers Mind to promote the sale of premium Cars aligned to emerging customer needs and developing products with customer preference technologies in context to gear box.
Stages in the market research process : In planning and designing a specific research project, it is necessary to anticipate all the steps that must be undertaken if the project is to be successful in collecting valid and reliable information.
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Defining the problem Clear problem definition is of crucial importance in MR as in terms of both time and money.It is rightly said that a problem well defined is half solved. Careful attention to problem definition allows the researcher to set the proper research objective which in turn facilitate relevant and economic data, collection.
Statement of the research objectives After clarifying and identifying the research problem with or without exploratory research, the research must be a formal statement of research objectives. Research objectives may be stated in qualities or quantitative terms and expressed as research question statement or hypothesis. Planning a research design Once the research problem been defined and the objective decided, the research design must be developed. A market design is a master plan specifying the procedure for collecting and analyzing the needed information .It represents a framework for the research action. The Objectives of the study is discussed in the previous step are included in the research design to ensure that data collected is relevant to the objectives. The researcher must at this stage also determine the type source of information deeded, the date collected methods, the sampling methodology and the data timing and possible costs of the research. Sampling Although the sampling plans included in the research design, the actual sampling is a separate and important stages in the research process. Sampling involves procedures that use a small number of items or parts of the population to make conclusion
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regarding the whole population. the first sampling question that needs to be asked is that who is to be sampled, who is target population. The next important issue concerns size how large or how small should a sample be generally speaking, large samples give reliable information than the smaller ones, but if probability sampling is used a small proportion of the sample may reliable measures of the universe.
SAMPLE SELECTION:1 .Major Departments in the manufacturing unit: Gear Box Factory NPI CVBU INDICRUZ Factory CV Maintenance
2. SUV market Collecting the data The data collection process follows the formulation of research design including the sample plan. Data which can be secondary or primary can be collected using variety of tools. These tools are classified into two broad categories, the observation method and the survey methods, all of which have their inherent advantages and disadvantages. In marketing research, field survey is commonly used to collect primary data from the respondents. Survey can be a) personal, b) by mail, c) telephonic and d) by diary.
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It is common practice to use structures questionnaires prepared in advance, to elicit the necessary form the respondets.Whether it is personal or mail survey, it is necessary to design suitable questionnaire, conduct a pilot survey bad undertaken a pre-testing of the questionnaire. the pre-testing will enable the researcher to realize the shortcomings of his questionnaire. Secondary data means data that are already available i.e., they refer to data, which have already been collected and analyzed by someone else. When researcher utilizes secondary data, he has to look into various sources from where he can obtain data usually published data is available in Various publication of central state and local government; Various publication of international bodies; Technical and trade journals; Books, magazine and newspapers; Reports and publications of various associations connected with business and industry ,banks stock exchange etc; Reports prepared by research scholars, universities, economists, etc in different fields. Public records and statistics, historical documents and other sources of publication information. Data analysis and processing Data processing begins with the editing of the data and coding process, tabulation and drawing statistical inferences. Editing involves inspecting the data collecting forms for omission, legibility and consistency in classification. Before tabulation, need to be classified into meaningful categories. The rule for categorizing, recording and transferring the data storage media called codes.
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The codes process facilitates the manual or computer tabulation. If computer analysis is being uses ,the data can be punched and verified.ion of logic to the understanding of the data collected Analysis represents the application of logic to the understanding of the data collected about the subject. In its simplest forms, analyzing may be determination of consistent patterns and summarizing of appropriate details. the appropriate analytical tool chosen would depend on informational requirements of the problem. Characteristics of the research designs and the nature of the data gathered. This coding process facilitates the manual or computer tabulation. If computer analysis is being uses, the data can be punched and verified. Analysis represents the application of logic to the understanding of the data collected about the subject..In its simplest forms, analysis may be determination of consistent patterns and summarizing of appropriate details, the appropriate analytical tool chosen would depend on informational requirements of the problem, characteristics of the research designs and the nature of the data gathered. Formulating conclusion, preparing and presenting the report The final stage in the research process is that of interpreting the information and drawing conclusions for use in managerial decisions. The research report should effectively communicate the research finding and need not necessary include complicated statements about the technical aspects of the study and research methods The researchers are required to make both the oral and written presentation. Since each project is different, the presentation of each required originality.However,the better the earlier steps in the research process have been executed, the more likely is that a good presentation would result.
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SOME ASPECTS OF MARKETING RESEARCH Consumer marketing research especially involves techniques as the attitude measuring scales, the psychographics, the demographics, the semantics etc. The consumer marketing research involves in-depth analysis of the personality and age, income, family, habits etc as these tend to influence the answers of the consumers.
TATA MOTORS Research Study

3.1 Research Design: The research is conducted to identify exact reason why a retailer stocks a product in its outlet. FACTOR Analysis is being used for this purpose. Factor Analysis It is a type of analysis used to determine the underlying dimension of set of data, to determine relationships among variables, and to condense and simplify a data set. The objective of factor analysis is to summarize a large number of original variables into a small number of synthetic variables, called factor. Determining the factor which is present in the data has number of application in marketing. e .g. 1. Developing perceptual maps. 2. Determining the underlying dimensions of the data. 3. Identifying market segments and positioning products. 4. Condensing and simplifying data. 5. Testing hypotheses about the structure of a data set. Brands/ Objects have a large no. of attributes which defines them. Each attribute may/may not have some correlation. Impact of attribute on consumer is often in the form of combination or underlying dimensions. Combinations may contain some common and some unique attributes. Underlying dimension/combination are called factors. Factor analysis deals with the identification of factors most important to the consumers Perceptual maps are drawn with factors as the axes. The original attributes are incorporated into the map as vectors such that direction of line indicates nature of association with the factors and length of line indicates strength of association. A1, A2, A3, A4, A5, A6 these are the attributes and we take two factors F1 and F2. Now we
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calculate the relation of this attributes with F1 and F2. We find the correlation with factor. Correlation could be (-1 to +1), so suppose F1 = (A1(+) , A2(-) , A4 (+), A5(+)) F2 = (A3 (-), A4 (-), A6(+))
For this an exploratory research is being conducted to identify an exhaustive list of variable that could possibly influence buyer behavior. These variables were then evaluated for the significance of impact on consumer preferences at 90% confidence level. The shortlisted variables were then converted into a questionnaire in the form of statements. Respondents were asked to provide their responses on 7- point Likert scale where 1: strongly agree, 7: strongly disagree. The shortlisted variables are: 1. The price of switches and sockets is affordable to customers. 2. There are very few replacements. 3. The product is easily available.
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4. There is enough variety of switches.. 5. The looks of the product are appreciated by many customers. 6. The payment terms of the company are good. 7. There is a good profit margin. 8. The brand image is good. The data source primarily relied on respondents. Two principal methods were used to obtain data from the respondents. They are communication and observation. Communication required the respondents to actively provide data through verbal response, while observation required the recording of the respondents behaviour. The data collection method used in communication with respondents included personal interviews and questionnaires. The observation were done in order to study the stocking behaviour of retailers while choosing a coffee and to obtain first hand information regarding what actually happens in the sales counter. This helped to get some significant insights into the research problem. The data collection procedure included the following decisions regarding: The measurement process The attitude measurement The data collection methods, and The design of data collection forms
The process of measurement is a fundamental aspect of marketing research. It is often stated that the best way to really understand a thing is to try to measure it. For the process of effective measurement, nominal scales were used.
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The measurement of attitude is central to many marketing situations. Attitudes are important in marketing decision making because of the assumed relationships between attitudes and behavior. The self reports technique was used for attitude measurement through questionnaires. Nominal scales and rating scales were used for measuring attitudes. The data collection method consists primarily of communication method. Structured direct questions were used for obtaining data from the respondents. To a small extent, observation method was also used to obtain data regarding the retail market. Observation was done at the retail outlets and the process was structural to a large extent. The designing of the data collection form- the questionnaire-was the crucial part of the preliminary stages of the study. A preliminary study was conducted in PUNE. This was done to make the questionnaire more effective and to make the survey easier and interesting. The questionnaire was then developed based on the findings. The final questionnaire was developed after half a dozen refinements. The questionnaire has the following sections. * * * * Request for co-operation Identification data Classification data Information sought
A model of the questionnaire is enclosed in Appendix. 3.2 The sampling procedure
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The places of survey were specified by the company. In each place of survey Area sampling was undertaken for the SUV users and some inhouse employees. 3.3 The sample size The sample size of 60 (45 SUV CUSTOMERS + 15 EMPLOYEES )was taken for the study. 3.4 Data collection method Primary Data Primary data is collected through Questionnaire. Secondary Data Secondary data is the information that already exist somewhere, which has been collected for comparison purpose. In this study, secondary data has been collected from Company Website and from higher level managers and some from shopfloor employees.
TATA MOTORS Overview of TATA ARIA INTODUCTION OF TATA ARIA :
Tata Aria is a blending of anMPV, Sedan and an SUV. It comes with seating arrangement of three rows and features such as 3Dsurround sound dimming roof lamps, in-dash built in GPS, infotainment system, multifunctional steering wheel, dual air conditioning with automatic climate control and cruise control whereas safety features include 6 airbags, ABS and ESP, the chassis frame comprising advanced
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hydro formed members, a stiffened body cage, and dual zone collapsible steering. To ensure that the model offers the finesse of a sedan, Tata Motors shipped one of the units to its UK subsidiary - Jaguar-Land Rover (JLR) - to enhance Aria's fittings and finish. Designed with an eye on international markets, the vehicle meets European safety standards.
Stylish Look, Unique Exterior Features Powerful, High Performance and Fuel Efficient DICOR Engine. Advanced Features (Luxury, Comfort and Safety)
Rating of Tata Aria
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STANDARD EQUIPMENT IN TATA ARIA :
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Comforts 2 DIN music System with CD/MP3 player and 6 speakers USB and Aux-in port on centre console Audio & Phone Switches on Steering Cruise Control Driver Info System Dual AC with Automatic Climate Control Electrically Adjustable & Retractable Outer Mirrors Flat Floor fold 2nd & 3rd row seats with Sliding 2nd row Flat Floor fold 2nd & 3rd row seats with Sliding 2nd row Follow me home(Approach lights) Glove Box Chiller Height Adjusted Drivers Seat Keyless entry with remote integrated key Rain Sensing Wipers & Darkness sensing Head Lights Rear Wash, Wipe & Demister Reverse Guide Camera Satellite Navigation System Tata Blue Connect (5 phones pairing capable)
Safety & Asthetics Air bags - Driver & Passenger All Disc Brakes Anti-locking Braking System with Electronic Brake-forced Distribution
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TECHNICAL SPECIFICATIONS : Body Sport
Utility Vehicle
Brakes Front Rear Ventilated Disc Brakes with twin pot caliper Disc Brakes
Dimension & weight Front Track Fuel Tank Capacity 60 Litres
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Gross Vehicle Weight Ground Clearance Kerb Weight Overall Height Overall Length Overall Width Rear Track Wheelbase 2720 kg 200 mm 1780 mm 4780 mm 1895 mm 2850 mm
Engine Bore X Stroke Compression Ratio Displacement No. cylinders / arrangement / Valves Type 2179 cc 2.2 L DICOR, BS IV Compliant with Dual Mass Flywheel
Performance Max. Power Max. Torque 140 PS@ 4000rpm 320 NM @ 1700-2700 rpm
Steering Min. Turning Redius

5.6 m
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Type Rack and Pinion with Power assistance
Suspension Front Rear Independent Double Wishbone with Coil Spring 5 Link suspension with coil spring
Transmission Transmission Type G-76-5/4.1 Synchromesh with Overdrive. Torque on Demand 4X4
Tyres & Wheels Tyres (F / R) Wheel Size 235/65 R 17 17" Alloy Wheels
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STANDARD EQUIPMENT COMPARISON :
TATA MOTORS. Aria Pride 4x4 2 DIN music System with CD/MP3 player and 6 speakers
TOYOTA KIRLOSKAR MOTORS LTD. Innova VX 8-S (Diesel) 2 DIN AM/FM 1CD (With MP3) Audio System
MAHINDRA AND MAHINDRA. Scorpio Dx 2wd Air extractor Cladding (Unpainted)
Audio & Phone Switches on 6 Speakers Centre armrests on 2nd row Steering Air Conditioner Auto control) seats Cruise Control Audio Control & Mid Switch Full fabric seats Driver Info System On Steering Wheel Heating, ventilation & AC Dual AC with Automatic Cigarette Lighter with rear vents Climate Control Clock Head lamp levelling switch Electrically Adjustable & & fuel lid opener Driver Seat Height Retractable Outer Mirrors Adjustment Individual armrests on 1st Flat Floor fold 2nd & 3rd row row seats Front Map Lamp (With seats with Sliding 2nd row Overhead Storage Console) Middle row sliding seats Flat Floor fold 2nd & 3rd row (only in 8 seater) Glove Box seats with Sliding 2nd row Mobile charging facility for Heater Follow me home(Approach the front and middle row lights) seats Keyless Entry Glove Box Chiller Height Adjusted Drivers Seat Keyless entry with remote integrated key MID (Multi Information Display) Parking Sensor Power Door Lock Power Outlet (DC) 12V New spaces for storage on centre bezel, IP & console ORVM manual remocon & swivel interior lamp Power windows
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Rain Sensing Wipers & Darkness sensing Head Lights Rear Wash, Wipe & Demister Power steering Power Steering Roof-top ski racks
Power Windows (With Driver Rear wash & wipe Side Auto Down) Side step Rear Air Conditioner Ceiling Reverse Guide Camera Tiltable steering Vents (For 2nd & 3rd Rows) Satellite Navigation System Two tone interiors (Grey & Sunvisor (Driver) Beige) Tata Blue Connect (5 Sunvisor (Passenger) With phones pairing capable) Vanity Mirror USB and Aux-in port on centre console
Tachometer Tilt Steering Column Tripmeter
Safety
TATA MOTORS. Aria Pride 4x4 Air bags - Driver & Passenger All Disc Brakes
TOYOTA KIRLOSKAR MOTORS LTD. Innova VX 8-S (Diesel) ABS Door Ajar Warning
MAHINDRA AND MAHINDRA. Scorpio Dx 2wd 5-zone cushion suspension Air dams & mud flaps Bonnet scoop
Anti-locking Braking System Driver + Passenger Seat with Electronic Brake-forced

Balaji Institute of Telecom & Management
Page 42
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Distribution Dual barrel Headlamp with Projector Beam Belt Warning Front Fog Lamps GOA Body Collapsible steering column & side intrusion beams Central locking Crash protecting crumple zones and child locks Fire resistant upholstery Intelligent front wipers Tubeless tyres Voice Assist System, vehicle security & remote locking/unlocking
Electronic Stability Program Immobiliser & Traction Control System SRS Airbags (Driver + Engine Immobilizer with Passenger) Perimetric Alarm System Wiper Rear Fog Lights Front & Rear Hydroform Chassis Frame & Reinforced Body Construction Side & Curtain Air Bags(6 Air Bags)
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Ranking Of Tata Motors In Automobile Market
JD Power Ranking
J.D. Power and Associates is a global marketing information services firm founded in 1968
The firm conducts surveys of customer satisfaction, product quality, and buyer behavior for industries of cars
Pune unit has been ranked "All India No. 5" in the CSI survey. Customer Satisfaction Index is based on parameters like Service Quality, Service Initiation, Service Facility, Service Advisor etc.
TATA MOTORS
TATA MOTORS
TATA MOTORS
Data Analysis and Interpretations Factor Analysis

Data View :
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TATA MOTORS
Variable View :
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TATA MOTORS
Q.1 Identify the major factors influencing retailer preferences. Ans1: These three factors are selected because only values which are greater than 1.
Total Variance Explained Comp onent Initial Eigenvalues Total 1 2 3 4 5 6 7 8 3.818 1.948 1.014 .850 .159 .124 .048 .037 % of Cumulati Variance ve % 47.731 24.351 12.680 10.629 1.993 1.553 .600 .463 47.731 72.082 84.762 95.392 97.384 98.938 99.537 100.000 Extraction Sums of Squared Loadings Total 3.818 1.948 1.014 % of Cumulativ Variance e% 47.731 24.351 12.680 47.731 72.082 84.762 Rotation Sums of Squared Loadings Total 3.785 1.957 1.039 % of Cumulative Variance % 47.311 24.462 12.989 47.311 71.774 84.762
Extraction Method: Principal Component Analysis.
The Values highlighted above are EIGEN VALUES.
Q.2 Determine the % total variance in the data explained by the abstracted factors cumulatively. Ans2: Percentage(%) variance
a) 47.731 b) 24.351 c) 12.680
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Q.3 Determine the major constituents attributes of each factor. Ans3: For an acceptable factor analysis: a) The Eigen value of rotated factor should be greater than 1. b) Percentage(%) of total variance explained cumulatively by the factor extracted with this table which are greater than 0.7 also which is less than -0.7 and name them according to the variables characteristics ,meaning the name which combine all the variables.
Rotated Component Matrixa Component 1
Torque_of_Gear_Box Comfort_Handling Gear_Shift_Quality Appearance Price Discount Warranty _Scheme Vehicle _Delivery
2 .100 .972 .955 .957 .968 -.238 .047 .079 .515 -.043 .086 -.081 .021 .894 .936 .028
3 .124 .022 .057 .006 .104 .034 -.181 .988
Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization. a. Rotation converged in 4 iterations.
From the above table major attributes of each factor are : Factor 1: comfort handling (.972)
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Gear shift Quality appearance price Factor 2: Factor 3: discount Warranty scheme vehicle (.955) (.957) (.968) (.972) (.955) (.972)
Q.4 Label each factor based on their dominant characteristics. F1 :Price,Gear shift Quality, Appearance, Comfort Handling ----Product Feature F2 : Discount ,Warranty scheme---------------------- Promotional Activities F3 : Vehicle --------------------------------------- Support from the Manufacturer
Perceptual Maps
1.
Product Feature VS Promotional Activities
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Promotional Activities
2.Promotional Activities Vs Support From Manufacturere
Promotional Activities
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3. Product Feature VS Support From Manufacturer
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Support From Manufaturer
Suv Customers Perception

1.
Which Factors Motivates in Purchase of a Premium Car?
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TATA MOTORS Q.2. Customers perception of sensitivity towards various attributes of Premium Car.
TATA MOTORS Q.3. Awareness about Tata Aria.
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Conclusion
It is concluded from the scenario of Improving Customer satisfaction Index For Tata Aria that from the survey conducted Firstly, the major factors that make a customer buy a premium cars, Secondly the Tata Aria Present Customers were approached and were asked to rank Tata Aria on Its various Specification and It was found that Tata Aria lacks in its Gear Box Quality by comparing it with the Major Factors That result in purchase of premium cars.
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Recommendations
Small Factors Such as Gear Box Utility plays a Major Role In Premium Cars Improving Gear Box Of Tata Aria Would help in increasing Customer Satisfaction Index For Tata Aria Advertising and sales promotion activity is require for Tata Aria.
The Company Should Work on Manufacturing Specifications Of Premium car
Gear boxes.
Lastly,Company should pay attention to all the above factors For Increasing
Customer Satisfaction Index as well as sales and revenue of tata Aria
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TATA MOTORS CHAPTER 11 Limitations

Considering the fact that Nothing is prefect in the world, every individual is bound to make mistake at some points, and it is genuine.
The study was restricted to PUNE region only. Limited knowledge of the researcher in the field of research may lead to interpretation errors.
The Premium car customers may be biased or influenced by other factor.
The project is purely based on observation & verbal meetings and may be influenced by unprecedented factors.
Some of the customers were very busy to tell the exact information. .
The research was based on primary collection of data through observation so there may be chances of human error. As associated with project, time and money were the major limitations with project. The time period of study was only 60 days so it was not possible to cover all the areas and go into the depth of the problem and make analysis.
The psychological condition varies from place to place because on many days, the environment was not supportive.
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Marketing Implementation of Tata Aria by Improving Gear Box (Customer Satisfaction Index)

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A SUMMER PROJECT REPORT ON

MARKETING IMPLEMENTATION OF TATA ARIA BY IMPROVING GEAR BOX(CUSTOMER SATISFACTION INDEX)

Balaji Institute of Telecom & Management Page 2

Balaji Institute of Telecom & Management Page 3

TATA MOTORS DECLARATION

NAMRATA RATHEE PGDM (2010-2012)

Balaji Institute of Telecom & Management Page 4

Balaji Institute of Telecom & Management Page 5

TATA MOTORS ACKNOWLEDGEMENT

Manager,Human Resource Tata Motors (CVBU,Pune), for believing in my idea

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Balaji Institute of Telecom & Management Page 7

TATA MOTORS TABLE OF CONTENTS

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TATA MOTORS EXECUTIVE SUMMARY

torque capacity,Shift Quality & Easy Handling Of Gears

Detailed analysis and fact finding Presentation to senior Executives

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TATA MOTORS Literature Review

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TATA MOTORS Research Study

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A model of the questionnaire is enclosed in Appendix. 3.2 The sampling procedure

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TATA MOTORS Overview of TATA ARIA INTODUCTION OF TATA ARIA :

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Rating of Tata Aria

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STANDARD EQUIPMENT IN TATA ARIA :

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TECHNICAL SPECIFICATIONS : Body Sport

Dimension & weight Front Track Fuel Tank Capacity 60 Litres

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Steering Min. Turning Redius

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MAHINDRA AND MAHINDRA. Scorpio Dx 2wd Air extractor Cladding (Unpainted)

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Tachometer Tilt Steering Column Tripmeter

Anti-locking Braking System Driver + Passenger Seat with Electronic Brake-forced

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Ranking Of Tata Motors In Automobile Market

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Data Analysis and Interpretations Factor Analysis

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Extraction Method: Principal Component Analysis.