University Of The Punjab

Institute of Education And Research

Master of Business Education

Subject: Consumer Behavior

An Assignment Presented by :
Zaman Sarwar 2018-1542
Arooj Imdad 2018-1543
Ayesha Farooq 2018-1541
Anum Shezadi 2018-1553
Maiza Asim 2018-1533
Sehrish Bibi 2018-1540
An Assignment Presented to:
Mam Tahira

Assignment : Case Studies

Ratan N Tata, Chairman Emeritus, was the
Executive Chairman of Tata Sons, one of the two
promoter holding companies of the Tata group, ... N
Chandrasekaran, 55, chairman of the board of Tata
Sons, joined the board in October 2016 and was
appointed Chairman in January 2017.
The Tata Group - Company History
The Tata Group was founded as a
private trading firm in 1868 by
entrepreneur and philanthropist
Jamsetji Nusserwanji Tata. In 1902
the group incorporated the Indian
Hotels Company to commission the
Taj Mahal Palace & Tower, the first
luxury hotel in India, which opened
the following year.
 Tata Motors Ltd.
Established In 1945
TELCO Tata Engineering and Locomotive Company
TELCO Segmentation Passenger – Car in 1991
Car released on that time Tata Sierra joint venture with Mercedes Benz
In 1998 Co. Launched Indica (Compact Car)
In 2003 TELCO renamed as Tata Motors Ltd.
In 2005 Tata Ace (Mini Truck)
In 2008 TML Purchased Automotive Brand Sales Increase
In 2009 Indica (Sales Decrease )
In 2001 Tata Motors led Commercial Vehicle Segment
In 2005-2008 Competition with Maruti Suzuki (Alto,Swift,Zen)
Market Place after 2008 By Population Base 1.1billion with a median
age 25years .The 2001 census estimated
average household size to be slightly greater than
five Person s.
The Tata Sierra, was a three-door sport utility vehicle
produced by indian carmaker Tata Motors It was
based on the Tata Telcoline. It was the first SUV to be
designed and produced in India. In export market
the Sierra was sold as Tata Sport, Tata Telcosport
and Tata Grand Telcosport.

1991
Tata Sierra….Modified
The Tata Indica is a supermini car launched by the
Indian manufacturer Tata Motors in 1998. It was the
first passenger car from Tata Motors and it is also
considered to have been India's first indigenously
developed passenger car. ... The car was discontinued in
April 2018.

1998
TELCO (Tata Engineering and Locomotive Company)
 to be renamed Tata Motors. "The company internally
has decided on Tata Motors Ltd as the new name, as it
defines the business we are in," Tata Engineering
chairman Ratan Tata said at the company's annual
general meeting in Mumbai on Monday Jul 21, 2003

2003
Commercial Vehicle Segment

2001
Tata Ace

Home-grown auto major Tata Motors

has rolled out a refreshed version of its
sub one-tonne mini-truck Tata Ace,
priced at Rs 3.75 lakh. Tata Ace Gold is
the first variant of the first four-
wheel mini truck, popularly known as
'chhota hathi', since its launch in May
2005

2005
In 2008, Tata Motors
acquired the English car maker
Jaguar Land
Rover, manufacturer of the
Jaguar and Land Rover from
Ford Motor Company

2008
2009
Competition with Maruti Suzuki (Alto,Swift,Zen)

2005-2008
The Tata Nano has 1 Diesel Engine, 1 Petrol Engine, 1 CNG Engine and The
Diesel engine is 624 cc, the Petrol engine is 624 cc, the CNG engine is 624 cc
while It is available with the transmission. The Nano is a 4 seater Hatchback and
has a length of 3099 mm, width of 1495 mm and a wheelbase of 2230 mm
Current Indian Population 1,370,680453

Income Level of People $295-$300

Road Accident on Bike 464910 or 53 every hour

Nationwide, 467,044 road accidents were reported in 2018 — or 53
every hour, on average 
As many as 17 people die in road accidents every hour, on average, in
India, according to the latest data from the ministry of road transport
and highways.
Colleges 39701 and 799 University
Student Population in Colleges 1/5th of Total Population
 Positioning

TATA-NANO was positioned as Logical

Upgrade for a family of four with two wheeler (Bike)

It also attracts the small car buyer like Maruti

Alto, Maruti 800,etc.,
Natarajan Chandrasekaran is Chairman
of the Board of Tata Sons, the holding
company and promoter of more than 100
Tata operating companies with aggregate
annual revenues of more than US $100
billion. He joined the Board of Tata Sons
in October 2016 and was appointed
Chairman in January 2017