A PRESENTATION ON The Topic Marketing And Customer Value

Submitted By:- Mohsin Akhter M.B.A. Sem. 1st Bhadarwah Campus University Of Jammu

Submitted To:- Prof. Rohit Bhagat

Marketing And Customer Value

Marketing involves satisfying customers needs and wants. The task of any business is to deliver customers value at a profit while being socially responsible.

The Value Chain

Micheal Porter of Harvard has proposed the value chain as a tool for identifying ways to create more customer value.

Generic Value Chain

Inbound Logistic Operations Outbound Logistic Sales And Marketing Services

Procurement
Technology H.R.M. Firm Infrastructure

According to this model, every firm is a synthesis of activities performed to design, produce, market, deliver and support its product. The value chain identifies nine strategically relevant activities five primary and four support activities that create value and cost in a specific business. The primary activities are inbound logistic or bringing material into the business; operations or converting them into final products; outbound logistic or shipping out final products; marketing them, which includes sales; and servicing them. The support activities procurement, technology development, H.R.M., and the firm infrastructure are handled in specialized departments.

TATA NANO

V/S
MARUTI 800

INDIAN AUTOMOBILE INDUSTRY

In India there are 100 people per vehicle, while this figure is 82 in China. It is expected that Indian automobile industry will achieve mass motorization status by 2014.

INDIAN AUTOMOBILE COMPANY INDIAN AUTOMOBILE INDUSTRY

India is the 11th largest Passenger Cars producing countries in the world and 4th largest inHeavy Trucks.

India is the 11th largest Passenger Cars producing countries in the world and 4th largest inHeavy Trucks.

TATA

MOTORS

Company Profile
Industry : Automotive Manufacturing

Tata Motors is part of the Tata Group which is one of the top five business houses in India, having history of 185+ years of successful business ventures. Turnover of R. 652 crores An Indian automotive major with signific ant markets in Europe, Australia, South East Asia, Middle east and Africa. Today, Tata Motors is the second largest passenger vehicle player in the domestic market with a market share of 16.6%

Distribution
So far we know TATA, its business has been extended to the overseas i.e. to the Europe, Africa, U.S & Australia.
Hence it has n-number of showrooms in India & outside of India. The exclusive showrooms are the best distribution channels for TATA itself.

Tata nano.
The ONE lakh that car drives ONE billion dreams

Idea generation
I saw families riding around on scooters with kids standing up and the mother carrying a baby and sitting pillion and decided to do something about it. It started as a quest for an affordable transportation solution. RATAN TATA source:- Business standard

Why the name Nano? Nano stands for superior technology and small in size. This is what this car depicts and hence the name Nano.

SWOT Analysis
STRENGTH Price, mileage, style, brand name, all weather vehicle, first innovation. Fiber body, low suspension power, low engine capacity, light vehicle, not suitable for hilly areas, delay due to singur violation.

WEAKNESS

OPPORTUNITY Bikers can be motivated, auto rickshaw & second hand market can be motivated. THREAT Other competitors (Bajaj, Maruti , Tara tiny) not eco-friendly, Govt. may come with new rule.

Quick Specification

Price: Price: Engine: Engine: Power: Power: Torque: Torque: Gearbox: Gearbox: Top Speed: Top Speed: Fuel Efficiency: Fuel Efficiency: Length: Length: Width: Width: Height: Height: Wheelbase: Wheelbase: Ground Clearance: Ground Capacity: Fuel TankClearance: Fuel Tank Capacity: Kerb Weight: ~ Kerb Weight: ~

1.2lakh onwards 1.2lakh onwards 624cc, in-line, twin-cylinder 624cc, in-line, 34PS@5500rpmtwin-cylinder 34PS@5500rpm 48Nm@2500rpm 48Nm@2500rpm 4-speed manual; Cable operated 4-speed manual; Cable operated 95-100kmph (Speculated) 95-100kmph (Speculated) 20kmpl (claimed) 20kmpl 3100mm (claimed) 3100mm 1500mm 1500mm 1600mm 1600mm 2230mm 2230mm 180mm 180mm 15lt. 15lt. 600kg. 600kg.

What makes the TATA NANO so cheap!!!

Top View of TATA NANO

MARUTI UDYOG PVT. LTD.

 Maruti Udyog Limited, a subsidiary of Suzuki Motor Corporation of Japan, has been the leader of the Indian car market for about two decades.
Its manufacturing plant, located some 25 km south of New Delhi in Gurgaon, has an installed capacity of 3,50,000 units per annum, with a capability to produce about half a million vehicles. The company has a portfolio of 11 brands

Maruti tops customer satisfaction according to the J.D. Power Asia Pacific India Customer Satisfaction Index (CSI) Study Maruti is India's largest passenger car company, which accounts for over 50 per cent of the domestic car market Maruti have a sales network of 562 outlets in 372 towns and cities, and provide maintenance support to customers at 2538 workshops in over 1200 towns and cities (as on December 31,2007). The company boasts about its products, which offer unsurpassed fuel efficiency, low maintenance costs and easy availability of genuine parts. MUL extended its product range to include vans, multi-utility vehicles (MUVs) and midsized cars.

MULs Competitive Advantage

Size
Low Initial investment

Unique concessions from the government

Indigenous sourcing of components

Fully depreciated plants

High labour productivity

SWOT Analysis
STRENGTH
Understanding of Indian market, ability to design product with differentiating features, brand image and experience. Lack of experience in foreign market, Heavy import tariffs.

WEAKNESS

OPPORTUNITY

Increase purchasing power of indian customer Govt. subsidiary, Tax benefit, Foreign collaboration. Threats from Chinese manufactures, Indian as well as foreign competitors.

THREAT

FEATURES
high quality of fuel efficiency economical purchasing price easy accommodating small structure of 4.4 meters of radius Various safety features like additional body reinforcement ,Side impact beams, laminated windshield There are two variants found in Maruti 800: Maruti 800 STD BS III Maruti 800 AC BS III Maruti 800 Duo

V/S

COMPARISION
FEATURES Variants Price 2 MARUTI 800 3 TATA NANO

Rs 1.9-2.3 lakh Rs 1.3-1.9 lakh

Sales per month

4000-5000 Units DIMENSION

3.34m 1.4m 1.44m

800Units

Overall length Overall height Overall width

3.1m 1.6m 1.5m

Fuel efficiency Maintenance

18-20 Km/l Rs 300-400

16-18 km/l Rs 300-400

ENGINE
Type No. of cylinders Top speed Looks Noise and harshness MPFI,frontwheel MPFI,rear wheel drive drive 3 120km/hr outdated less noisy 2 90km/hr latest more noisy

CONCLUSION
Finally, it can be concluded that Maruti 800 tops speed as it is best for city ride and easy to maintain at traffic... But for early adapters who believes in Tata product and new model of car i.e. cheap in price with fashionable looks, then they must go for Tata Nano