SUMMER TRANING PROJECT REPORT

ON
TATA MOTORS

Study on
“Consumer perception and future potential for TATA’S CAR .”

TARNINIG SUPERVISOR:- SUBMITTED BY:-

NIKHIL KUMAR ABHAY PRAKASH RANJAN
(SALSE MANAGER, NANO) ROLL NO. 9202268
(MBA:-2009-2011)

KIIT SCHOOL OF MANAGEMENT, KIIT UNIVERSITY

BHUBANESWAR (ORISSA)
 CERTIFICATE

This is to certify that the project “A study on consumer perception and future potential for
TATA ” submitted to KIIT School of Management, KIIT university, Bhubaneswar in partial
fulfillment of the requirement for the award of Master of Business Administration (MBA) is a
bona fide work carried out by Abhay Prakash Ranjan, a student of MBA II Sem, under my
supervision and guidance. The project was carried during 15.03.2010 to 31.05.2010 in Pareena
Motors Pvt. Ltd.

Mr.Nikhil kumar Abhay Prakash Ranjan

Salse Manager (Pareen Motors Pvt. Ltd.) M.B.A (2009-2011)

 DECLARATION CERTIFICATE

I Abhay prakash ranjan a student of MBA II Semester (2009-2011), at KIIT School of

management, KIIT University, Bhubaneswar hereby declare that this Project Report under the
title “A Study on Consumer perception & future potential for TATA” is the record of my
original work under the guidance of MR. Nikhil kumar. This report has never been submitted
to anywhere else for award of any degree/diploma.

Name : ABHAY PRAKASH RANJAN

Roll Number : 9202268
College : KIIT School of management, KIIT University Bhubaneswar.

Place: -
Date: - Signature of the Student
 ACKNOWLEDGEMENT

It is a proud privilege on my part to express my sincere and humble gratitude to all those people
who have helped me directly or indirectly in the completion of this project.

I thank venerated Mr. D. RAM (V. PRESIDENT), who gave me an opportunity to undergo my
project in PAREENA MOTORS and extend their valuable help and I also thankful to my
carports’ guide Mr. NIKHIL KUMAR for supporting me and guiding me throughout the
project.

I pay sincere thanks who spent his valuable time and knowledge and gave me wholehearted
support and encouragement in carrying out this project.

I thank all those executives and non executives of PAREENA MOTORS who spent their
valuable time in interacting and giving their personal time in interviewing them.

I am thankful to my faculty supervisor Mr. BIRANCHI PANDA for supporting me and guiding
me throughout the project.

ABHAY PRAKASH RANJAN

M.B.A (2009-2011)
 CONTENTS

Chapter 1 – Introduction

1.1. Overview of Industry as a whole

1.2. Profile of the Organization

1.3. Growth of the Organization

1.4. S.W.O.T Analysis of the Organization

1.5. Porter's five forces analysis

Chapter 2 - Objective & Methodology

2.1. Managerial usefulness of the study

2.2. Objectives

2.3. Limitation

2.4. Scope of the study

2.5. Research methodology

Chapter 3 – Conceptual Discussion (Theoretical backdrop & Literature Review)

Chapter 4 - Data Analysis

Chapter 5 - Findings and Recommendations

ANNEXURES: Include the following details in this section

BIBLIOGRAPHY
 Chapter 1. INTRODUCTION

1.1 Overview of Indian Automobile Industry

The automotive industry in India grew at a computed annual growth rate (CAGR) of 11.5 percent
over the past five years, the Economic Survey 2008-09 tabled in parliament on 2nd July’09 said.

The industry has a strong multiplier effect on the economy due to its deep forward and backward
linkages with several key segments of the economy, a finance ministry statement said.

The automobile industry, which was plagued by the economic downturn amidst a credit crisis,
managed a growth of 0.7 percent in 2008-09 with passenger car sales registering 1.31 percent
growth while the commercial vehicles segment slumped 21.7 percent.

Indian automobile industry has come a long way to from the era of the Ambassador car to Maruti
800 to latest TATA nano. The industry is highly competitive with a number of global and Indian
companies present today. It is projected to be the third largest auto industry by 2030 and just
behind to US & China, according to a report. The industry is estimated to be a US$ 34 billion
industry.

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.
Maruti Udyog 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, Volvo, Force Motors, Eicher Motors etc.

The major players have not left any stone unturned to be global. Major of the players have got
into the merger activities with their foreign counterparts. Like Maruti with Suzuki, Hero with
Honda, Tata with Fiat, Mahindra with Renault, Force Motors with Mann.

Key Facts:

• India ranks 12th in the list of the worlds top 15 automakers

• Entry of more international players
• Contributes 5% to the GDP
• Production of four wheelers in India has increased from 9.3 lakh units in 2002-03 to 23 lakh
units in 2007-08
• Targeted to be of $ 145 Billion by 2016
• Exports increased from 84,000 units in 2002-03 to 280,000 units in 2007-08
The key players like Hindustan Motors, Maruti Udyog, Fiat India Private Ltd, Tata Motors, Bajaj
Motors, Hero Motors, Ashok Leyland, Mahindra & Mahindra have been dominating the vehicle
the customers’ needs to a large extent.

Not only the Indian companies but also the international car manufacturing companies are
focusing on compact cars to be delivered in the Indian market at a much smaller price. Moreover,
the automobile companies are coming up with financial schemes such as easy EMI repayment
systems to boost sales.

There have been exhibitions like Auto-expo at Pragati Maidan, New Delhi to share the
technological advancements. Besides, there are many new projects coming up in the automobile
industry leading to the growth of the sector.

The Government of India has liberalized the foreign exchange and equity regulations and has
also reduced the tariff on imports, contributing significantly to the growth of the sector. Having
firmly established its presence in the domestic markets, the Indian automobile sector is now
penetrating the international arena. Vehicle exports from India are at their highest levels. The
leaders of the Indian automobile sector, such as T ata Motors, Maruti and Mahindra and
Mahindra are leading the exports to Europe, Middle East and African and Asian markets.

The Ministry of Heavy Industries has released the Automotive Plan 2006-2016, with the motive
of making India the most popular manufacturing hub for automobiles and its components in
Asia. The plan focuses on the removal of all the bottlenecks that are inhibiting its growth in the
domestic as well as international arena.

Top Ten Players in Indian Automobile Sector

1. Maruti Suzuki India

2. Hero Motors Limited
3. Tata Group
4. Bajaj Auto Limited
5. Mahindra Group
6. Ashok Leyland
7. Yamaha Motor India
8. Hyundai Motors India Limited
9. Toyota Kirloskar Motor Private Limited

10. Honda Siel Cars India Limited

1.2 PROFILE OF THE ORGANIZATION

TATA MOTORS LIMITED

Tata Motors Limited is India's largest automobile company, with consolidated revenues of
Rs.70, 938.85 crores (USD 14 billion) in 2008-09. 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 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 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 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 fully-built buses and
coaches for India and select international markets. In 2006, Tata Motors entered into joint
venture with Thonburi Automotive Assembly Plant Company of Thailand to manufacture and
market the company's pickup vehicles in Thailand. The new plant of Tata Motors (Thailand)
has begun production of the Xenon pickup truck, with the Xenon having been launched in
Thailand in 2008.

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 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 safety performance exceeds regulatory requirements in
India. 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.

In May 2009, Tata Motors introduced ushered in a new era in the Indian automobile industry,
in keeping with its pioneering tradition, by unveiling its new range of world standard trucks
called Prima. In their power, speed, carrying capacity, operating economy and trims, they will
introduce new benchmarks in India and match the best in the world in performance at a lower
life-cycle cost.
Tata Motors is equally focused on environment-friendly technologies in emissions and
alternative fuels. . It has developed electric and hybrid vehicles both for personal and public
transportation. It has also been implementing several environment-friendly technologies in
manufacturing processes, significantly enhancing resource conservation

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. The activities touch the lives
of more than a million citizens. The company's support on education and employability is
focused on youth and women. 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.

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, for the
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.

The Company has launched "TATA SAFARI" in its Multi utility vehicle segment. Tata Holset's
turbo charger plant inaugurated on November 25, 1996.

In 1997, the Tata Engineering and Locomotive Company Ltd. (TELCO) have emerged as
numerous uno in the Review 200 survey conducted by the Far Eastern Economic Review in
association with Citi Bank. The Company introduced a 9-tonne vehicle which was well received
in the market. A 40 tonne tractor trailer powered by a Tata Cummins Engineering was
introduced. The Company developed a low floor bus chassis to meet the specific needs of urban
transport. The Company signed a new agreement with Hitachi for manufacture of upgraded
versions of existing range of excavators.

The year 1998- Tata Engineering and Locomotive Company Ltd (Telco) announced a tie-up with
Tata Finance Ltd and ANZ Grindlays Banks as the official financiers for its small car "Indica" to
be launched in December. Tata Engineering Locomotive Company Ltd (Telco) sold its
construction equipment business into a new subsidiary company, Telco Construction Equipment
Company Ltd. The Company in its small car segment has launched "Tata Indica" which evoked
an overwhelming response in the Indian market. A new range of cummins engine powered
vehicle which include a 35 tonne and a 40 tonne articulated truck and two variants of buses.
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

Tata Indica.
2000 saw the Company working towards introducing two new petrol-driven variants of its small
car Indica, powered by a multi-point fuel injection engine. The Company launched the Indica
2000, the Euro II Complaint, 75 BHP multi-point fuel injection (MPFI) version of Indica. The
Company has won the National Technology Award for indigenous development and
commercialization of the Tata Indica car. The Company has launched its new hi-tech Indica
2000 car with MPFI petro engine in Guwahati.

Tata Engineering & Locomotive Co. is renamed as Tata Engineering Ltd. It replaced its three-
shift production line with a one-shift daily schedule starting from 26th June. In the same year
FICCI-SEDF- Business world-Compaq award for social responsiveness was awarded to the
company. The Central Pollution Control Board for Environmental Technology award has been
presented to Tata Engineering in recognition of its contribution towards efforts to conserve the
environment. TATA Engineering on September 10 announced the addition of MPFI petrol
version to the Indica V2 range.

In year 2002 Foreign Institutional Investors (FII) hike stake in the company to 13.34% launches
six new products in light, medium and heavy vehicles segments on Jan 15 during Auto Expo.
Announces financial restructuring. Displays its Tata Sedan car at the Geneva Motor Show. Indica
adjudged top selling B-segment car in 2002.Launches two new motorsport cars (The Zero and
Double Zero Pace cars). High Court Approves Tata Engineering's Financial Restructuring. Tata
Engg, BPCL tie up to market co-branded lubricants.Tata Steel's investment in Tata Engineering
has been hiked to Rs 117.98 crore over the last year. Telco names Sedan as Tata Indigo.Unveils
'EX' series of medium and heavy commercial vehicles. Indica sales cross two-lakh mark
.Collaborates with Nippon-Arcelor for technical knowhow on CR steel. Receives Teri's (The
Energy and Resources Institute) CoRE-BCSD (Corporate roundtable on development of
strategies for sustainable development and environment-business council for sustainable
development) corporate social responsibility (CSR) awards for '01-02. Unleashes Safari's petrol
version; priced at Rs 9.35 lakh.
The year 2003- Tata Unveils CityRover .Tata Motors Ltd signed a binding Memorandum of
Understanding (MoU) with Deawoo Commercial Vehicle Company Ltd (DWCV), Korea for the
acquisition of this company. It introduces Tata SFC 407 EX Turbo Light Commercial Vehicle
(LCV). The Company changed from 'TELCO ' to 'TATAMOTORS' w.e.f December 24, 2003. In
the same year Tata Safari ranks No 1 in MUV/SUV segment.

2004:- The year of glory. Tata Motors launch an upgraded version Indica on January 15, 2004,
in a bid to shore up sales of the small car.

Auto Expo: Tata unveils new version of Indica. Tata Motors unveils Indica V2. Tata Motors
launches new Indica V2 in Kerala. Tata Motors introduces new 'Indicab' for tour operators. The
much hyped Rs one lakh passenger car project of Tata Motors was going ahead as planned. Tata
Motors enters agreement with Ukraine bus building firm. Tata Motors enters into agreement with
Etalon. In a move to consolidate its presence in the light commercial vehicles segment, Tata
Motors has launched a new variant of its 407 series with increased pay load capacity called SFC
407EX. Tata Motors buys Daewoo truck unit for Rs 465 crore. Tata Motors unveils Tata SFC
407 EX. Tata Motors inks agreement with Austrian, French companies. Acquires Daewoo
Commercial Vehicle Company Ltd (DWCV), Korea. Tata Motors launches most anticipated new
6-tn truck in India.

Tata Motors, the country's largest commercial vehicles manufacturer unveiled the new LPT
909EX Turbo Truck in Tamil Nadu. Tata Motors and Tata Africa unveiled a range of passenger
cars, utility vehicles, pick-ups, trucks and buses for the South African market. Tata Motors has
launched a face lifted version of its multiutility vehicle, Tata Sumo. Tata motors rolls out Tata
SFC 407EX BS II turbo light commercial vehicle.

Tata Motors unveils Tata Safari DICOR in Kerala market on August 11, 2005. Tata Motors
rolls out 2 luxury variants of Indigo. Tata Motors unveiled new Indica V2 Turbo with a price
tag of Rs 4.10 lakh for DLG variant and Rs 4.31 lakh for DLX. Tata Motors ropes in CVTech to
make parts for its small car. Tata Daewoo inks pact with Pakistan co.

Tata Motors has been presented the Golden Peacock Global Award for Corporate Social
Responsibility (CSR) in the Large Business category by the Institute of Directors in 2007. Tata
Motors buys Nissan facility in S. Africa. Tata Motors has got a prestigious order from the Delhi
Transport Corporation (DTC) for 500 non-AC, CNG-propelled buses. Tata Motors Ltd has
appointed Mr. P M Telang as Executive Director (Commercial Vehicles).
 Various Products of TATA Motors

[1] Passenger cars and utility vehicles

Tata Indigo SW

• Tata Sierra

• Tata Estate

• Tata Sumo/ Spacio

• Tata Safari

• Tata Indica

• Tata Indigo

• Tata Indigo Marina

• Tata Winger

• Tata Nano

• Tata Xenon XT

• Tata Xover (2009)

[2] Concept vehicles

Tata Cliffrider

• 2000 Aria Roadster

• 2001 Aria Coupe

• 2002 Tata Indica

• 2002 Tata Indiva

• 2004 Tata Indigo Advent

• 2005 Tata Xover

• 2006 Tata Cliffrider

• 2007 Tata Elegante

• 2009 Tata Prima

[3] Commercial vehicles

Tata 1616 Starbus Tata Marcopolo Buses in the Delhi BRT

Tata Star Bus in Nagpur, Maharashtra. Tata Low Floor Buses are also used by
administrations in Delhi, Mumbai, Pune, Udaipur and Indore

• 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)

• Tata 1610/1616 (Heavy bus)

• Tata 1613/1615 (Medium truck)

• Tata 2515/2516 (Medium truck)

• Tata Starbus (Medium Bus)

• Tata Globus (Low Floor Bus)

• Tata Marcopolo Bus (Low Floor Bus)

• Tata 3015 (Heavy truck)

• Tata 3118 (Heavy truck) (8X2)

• Tata 3516 (Heavy truck)

• Tata 4923 (Ultra-Heavy truck) (6X4)

• Tata Novus (Heavy truck designed by Tata Daewoo)

[4] Military vehicles

• Tata LSV (Light Specialist Vehicle)

• 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 T

Price List
Sl MODEL Ex INSURA RERISTR ANTIR EXT ON ROAD
.N SHOWROOM NCE ATION UST .W PRICE
O. PRICE

INDICA (XTRA
PETROL )

1 GL 277941 9711 11200 2800 380 305452

0
2 GLE 304587 10364 12138 2800 380 333689
0
3 GLS 322629 10807 12678 2800 380 352714
0
4 XETA GLS 322628 10807 12216 2800 380 352251
SPORTY 0

INDICA DIESEL

1 DL 339071 10820 12695 2800 380 369186

0
2 DLE 361397 11757 13842 2800 380 393596
0
3 DLS 384046 12313 14521 2800 380 417480
0
4 DICOR DLG 432331 13496 15970 2800 380 468397
0

INDIGO DIESEL

1 CS LE 427290 13373 15818 2800 380 463081

0
2 CS LS 455172 14057 16655 2800 380 492484
0
3 CS LX 478619 14631 17358 2800 380 517208
0
4 CS LS DICOR 489594 14901 17687 2800 380 528782
0
5 CS LX DICOR 508066 15353 18241 2800 380 548260
0
6 CS LX TDI LTD. 507307 15335 18219 2800 380 547461
EDI. 0
7 LS TC 530316 15899 18909 2800 380 571724
0
8 LX TC 569164 16852 20074 2800 380 612690
0
9 LS DICOR 549300 16365 19479 2800 380 591744
0
1 LX DICOR 611409 17887 21342 2800 380 657238
0 0
1 GLASSIC DICOR 644610 18701 22338 2800 380 692249
1 0
2 0
1 INDIGO XL TDI 548954 16356 19468 2800 380 591378
3 0

INDIGO PETROL

GS GLE 389961 12458 14698 2800 380 423717

0
CS GLS 408404 12910 15252 2800 380 443166
0
CS GLX 426094 13344 15782 2800 380 461820
0
CS GLX LTD EDI 454782 14055 16644 2800 380 492081
0
GLS 493257 14990 18271 2800 380 533118
0
GLX 527028 15818 18810 2800 380 568256
0
CLASSIC 0 0 0 0 0
GRAND 0 0 0 0 0

MARINA DIESEL

VS 500077 15158 17715 2800 380 0

0
LS 530316 16260 18690 2800 380 571866
0
LX 569164 17247 19875 2800 380 612886
0
LX DICOR 611409 18476 21350 2800 380 657835
0

MARINA PETROL

GLS 493257 15112 2800 380 532279

0
GLX 527028 15980 2800 380 567958
0

INDICA VISTA
(DIESAL)

TERRA TDI 395513 12594 14865 2800 380 429572

0
AQUA TDI 417487 13133 15524 2800 380 452744
0
TERRA 440992 13709 16229 2800 442 478155
QUDRAJET 5
VISTA AURA Q. 550317 16389 19500 0 0 586206
PLUS
VISTA AURA Q. 518793 15616 18560 0 0 552969
ABS
AQUA 463748 14268 16913 2800 472 502454
QUDRAJET 5
AQUA 466805 14342 17005 2800 472 505677
QUDRAJET(P.W) 5
AURA 524506 15757 18735 2800 472 566523
QUDRAJET LTD. 5
AURA 499436 15142 17983 2800 472 540086
QUDRAJET(P.W) 5
AURA 46379 15067 15067 2800 472 84038
 INDICA VISTA
(PETROL)

TERRA SAFARI 361640 11764 13850 2800 472 394779

1.3 Growth of the organization 5
VISTA AURA 466767 14341 17004 2800 472 505637
SAFARI 5
VISTA
The Tata AURA
Motors 434462
Group global sales, 13549
comprising 18034
of Tata, Tata Daewoo2800 472 Carrocera
and Hispano 473570
SAFARI ABS 5
range of commercial
AURA SAFARI vehicles, Tata passenger vehicles
387481 12397 along14624
with distributed
2800 brands
472 in India, and
422027
Jaguar and Land Rover, were 101,712 nos. in March 2010, a growth of 39% over 5March 2009.
Cumulative
AQUAsales for the fiscal (April
SAFARI 2009 – March
412050 129992010) are 872,9512800
15361 higher by
47219% compared
447935
to the corresponding period in 2008-09. 5
AURA SAFARI 439537 13673 16186 2800 472 476921
P.W LTD 5
Sales of all commercial vehicles were 47,936 nos. in March 2010, a growth of 53%. Cumulative
sales for the fiscal are 413,057 nos., a growth of 37%. Sales of all passenger vehicles were
53,776 nos. in March 2010, a growth of 28%. Cumulative sales for the fiscal are 459,894 nos., a
growth of 6%. Tata passenger vehicle sales, MANZA PETROL
including those distributed, were 30,238 nos. for the
month, a growth of 18%. Cumulative sales for the fiscal are 265,912 nos., a growth of 24%.
AQUA SAFIRE 496109 15060 17883 2800 531852
JaguarAURA
Land SAFIRE
Rover global sales in530675
March 201015908
were 23,53818920 2800 by 43%. Jaguar
vehicles, higher 568303
sales
for the month were 4,642, higher by 8%, while Land Rover sales were 18,896, higher by 55%.
AURA ABS 555125 16507 19653 2800 594085
SAFIRE
Cumulative sales of Jaguar Land Rover for the fiscal are 193,982 nos., lower by 11%.
AURA + SAFIRE 604587 17720 21137 2800 646244
Cumulative sales of Jaguar are 47,418 nos., lower by 24%, while cumulative sales of Land Rover
are 146,564 nos., lower by 6%.
MANZA DIESAL

AQUA 584916 17238 20548 2800 625502

QUADRAJET
AURA 613748 17945 21412 2800 655905
QUADRAJET
AURA ABS 648513 18797 22455 2800 692565
QUADRAJET
AURA+ 689180 19794 23675 2800 735449
1.4 SWOT analysis of the Organization

STRENGTH:

• Strong Presence in the Marketplace:-Tata Motors is the only company in India with a
broad based presence across the industry, in all segments of the commercial vehicles
market – heavy and medium commercial vehicles, light commercial vehicles, pick-ups,
sub one-tonne mini-trucks - and key segments - compact, midsize car and utility vehicle
segments - of the passenger vehicles market.

• Unique Understanding of Customer Need: - With 50 years’ presence in the automotive

business, Tata Motors understands customer needs and develops products that meet their
Needs. To consider a few examples, as early as 1980s, the company launched Light
Commercial Vehicles, amidst Japanese competition, in which it today strongly leads. In
the 1990s, Anticipating the need for an affordable family car, it launched the now famous
Tata Indica, which occupies a leading position among compact cars.

• Skill Base Developed over the Last 40 Years:-Tata Motors is also very well-placed on
technology capability. The company had set up its Engineering Research Centre as early
as 1966.With 1400 scientists and engineers and state-of-the-art development, testing and
validation facilities, it is this technology capability which has, allowed Tata Motors, over
the decades, to offer indigenously developed products. This strength has been
accentuated, with the inclusion of TMETC, TDCV and Hispano Carrocera in the R&D
network, besides several other specialist external agencies. The company no longer needs
to develop every necessity itself. Today it just has to manage the process of product
creation, drawing upon already available R&D and skills from different sources.

• People Strength: - The Company’s key strength is its people. The over 22,000
employees comprise a very broad talent base, with the required skills in every aspect of
the industry. With increasing international initiatives by the company, this talent base is
now getting enriched with the necessary competencies to respond to meet world-class
standards of quality and cost. The company will achieve this by developing and
marketing relevant products, on its existing platforms and new ones, which delight
consumers in every market they are introduced in.

• Tata Motors’ linkages in Europe through Subsidiary Companies: - In October 2005,

Tata Technologies Ltd, a 100 per cent subsidiary of Tata Motors, acquired a 94.3 per cent
stake in INCAT International Limited. INCAT is a supplier of engineering & design,
product lifecycle management and product-centric IT services to the automotive,
aerospace and durable goods industries.

• Tata Motors R&D in Europe: - Deepening its engagement with the European R&D
space, in September 2005, Tata Motors set up the Tata Motors European Technical
Centre, a 100 per cent subsidiary, in the UK. It is engaged in design engineering and
development of products for the automotive industry. Working synergistically, TMETC
 provides the company with design engineering support and development services,
complementing and strengthening the company’s skill sets and providing European
standards of delivery to the company’s passenger vehicles.

• The internationalization strategy so far has been to keep local managers in new
acquisitions, and to only transplant a couple of senior managers from India into the new
market. The benefit is that Tata has been able to exchange expertise. For example after
the Daewoo acquisition the Indian company leaned work discipline and how to get the
final product 'right first time.'

WEAKNESS:

• The current financial situation of its recently acquired firms like “Corus” and “Land
Rover-Jaguar” is very big headache for the company and it should be back to the track
in the near future.

• The high ratio of debt equity ratio is also weakness of the company.

• The small car segment is still not good for the company due to “maruti-suzuki” so, it need
to tap this section also.

• The CV segment is becoming highly competitive by new player like Volvo,and rival M
&M are coming with new products to cater the TATA in the market as the rural area has
given thumps up to M&M during this year.

• The company's passenger car products are based upon 3rd and 4th generation platforms,
which put Tata Motors Limited at a disadvantage with competing car manufacturers.

• Despite buying the Jaguar and Land Rover brands (see opportunities below); Tat has not
got a foothold in the luxury car segment in its domestic, Indian market. Is the brand
associated with commercial vehicles and low-cost passenger cars to the extent that it has
isolated itself from lucrative segments in a more aspiring India?

OPPORTUNITIES:

• India’s huge geographic spread-This is one aspect where the company is looking for
and its diversified range of cars suits very much this area of car or say auto industry in
country.

• Easier finance schemes- The current fiscal stimulus and easy loan will surely guide the
company to post good sales as the current trend shows the cars sales has been boosted by
easy loan norms in the country.
 • Replacement of aging four wheelers-One of very important reason where the car
industry and commercial vehicle can take advantage in coming days.

• Increasing Road Development, Golden Quadrilateral-as we all know the

infrastructure will surely boost the auto industry as it is directly related to the this
industry and the government policy in spending the money ion infrastructure will create
good demand.

• Increasing dispensable income of rural agri sector-Somehow this year the rural
demand was very enthusiastic than the urban market which drive the auto industry so, the
development of rural infrastructure and condition will create handsome demand from the
rural area.

• Higher GDP growth-With standing tall during the slowdown our economy has shown
the industry that demands will gain momentum in near future very soon.

• Increasing disposable income with the service sector-As the consumers have money in
their hand definitely there will be demand from their side so, this is also very good
opportunity for this sector.

• Graduating from two wheeler to four wheeler-The dream of “NANO” will boost
demand for four wheeler in the auto industry.

THREAT:

• Indian is lacking in proper infrastructure this is slowing the pace of growth of auto
industry

• Global crisis- this really hurts the Indian growing industry and not only the auto but tyre
industry went for toss.

• High competition from foreign players-As the giants like GM, Audi, MERC etc are
trying to capture the high segment market it is one of the very effective threat to the
company.

• Other competing car manufacturers have been in the passenger car business for 40, 50 or
more years. Therefore Tata Motors Limited has to catch up in terms of quality and lean
production.
• Sustainability and environmentalism could mean extra costs for this low-cost producer.
This could impact its underpinning competitive advantage. Obviously, as Tata globalizes
and buys into other brands this problem could be alleviated.

• Since the company has focused upon the commercial and small vehicle segments, it has
left itself open to competition from overseas companies for the emerging Indian luxury
segments. For example ICICI bank and DaimlerChrysler have invested in a new Pune
based plant which will build 5000 new Mercedes-Benz per annum. Other players
developing luxury cars targeted at the Indian market include Ford, Honda and Toyota. In
fact the entire Indian market has become a target for other global competitors including
Mahindra and Mahindra, Maruti Udyog, General Motors, Ford and others.

• Rising prices in the global economy could pose a threat to Tata Motors Limited on a
couple of fronts. The price of steel and aluminium is increasing putting pressure on the
costs of production. Many of Tata's products run on Diesel fuel which is becoming
expensive globally and within its traditional home market.

• One weakness which is often not recognized is that in English the word 'tat' means
rubbish. Would the brand sensitive British consumer ever buy into such a brand? Maybe
not, but they would buy into Fiat, Jaguar and Land Rover.
1.5 Porter's five forces analysis

Porter's five forces analysis is a framework for the industry analysis and business
strategy .It uses concepts developed in Industrial Organization economics to derive five forces,
which determine the competitive intensity and therefore attractiveness of a market.

The Five Forces:

1. The threat of substitute products-As we know the Indian customers choices range from
mileage, pick-up, power steering to various other things so substitute is very important aspect
in this industry as other product available in the market may act as the substitute to the brands
own existing product.

2. The threat of the entry of new competitors-New completion from the new entrant or from
existing company is also highly potent force which a company must have to take care of for
its market share and growth.

3. The intensity of competitive rivalry-The very effective way of putting competitor out of track
is pitching new vibrant products in the market so a company must be aware of this tactics by
its rival company so that it can cater the effect.

4. The bargaining power of customers-Another important aspect for a car or auto company
where they have to manage the pricing control of their product to spurt the sales in the
market.

5. The bargaining power of suppliers- The distribution channel is very important in country like
India where the demand is highly different with all across its dimension so, supply is very
much required in the industry for a company.
 Chapter 2: Objective & Methodology
2.1. MANAGERIAL USEFULLNESS

The marketing department can use this study to enhance their marketing
strategies for better sales. This report helps the marketing department in
taking decisions to what change in distribution channels and what should be
done so that marketing problem could be sorted out and how to sell their
range of product in the competitive market.

The very essence of every project related to marketing is providing a view to

management for chalk out the organization, so that they can maintain a
viable fit between the organizational objectives, skills and resources and its
changing market opportunities. Also give a proper shape to company's target
profit and growth. It provides feedback to the organization about their sales,
sales schemes and what impact does it has on the dealers and consumers.
Every market research provides useful suggestions to the organization.
Marketing research helps the firm in every component of the total marketing
task. It helps the firm acquire a better understanding of the buyer, the
competition and the marketing environment. It also aids the formulation of
the marketing mix, Product, Distribution and pricing needs. It also helps in
taking the information of competitor's strategies and their impact on the
buyer. the study reveals the fact that may have come up during the project
and these facts can either be used a opportunities in exploring and
expanding the business as well as can be used as safeguard against threats
by competitors to prepare an effective marketing strategy. Every market
research proves useful to the organization. Marketing research helps the firm
in every component of total marketing task.

2.2. OBJECTIVES

• To understand the market potentiality for TATA cars.

• To determine the acceptable price of the product.

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

• To know what people perceive and thinking about Tata cars and its products.

• To analyze the brand repositioning strategies of Tata cars.

 • To study consumer awareness and perception about the brand repositioning strategies of
Tata cars.

• To find out the satisfaction level of people.

• To find out the awareness level of customer.

2.3 LIMITATIONS

• The study is confined to Gaya area only.

• 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.

• The time span of the survey was short and hence only major aspects were considered.

• Availability of the respondents amidst their busy schedule did not permit detailed study.

• This study will be limited to only some areas of Gaya.

• Lack of professional approach since researcher is a student.

• The sample size is only 100 so the sample may not be truly representative of the Gaya
population.

2.4 SCOPE OF THE STUDY

These are some of the scope 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 Motors.
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.

This study can be applied to find out an effective distribution channel to enhance the sale of
various products of Tata motors
2.5 RESEARCH METHODOLOGY

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.

SOURCE OF DATA COLLECTION:

PRIMARY:
For my survey primary data have been used as a questionnaire to collect the data.

SECONDARY:
The secondary data has been collected from the following modes:
• Magazines
• Books
• Newspaper
• Data through internet sources

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.

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 primary data.

RESEARCH PLAN

For completing my study I have gone for sample study because looking at the size of population
& the time limitation it was not convenient for me to cover entire population. Hence, I have gone
for sample study rather than census study.

SAMPLING PLAN:
A sample design is a definite plan for obtaining a sample from a given population. It refers to the
technique or the procedure that researcher would adopt in selecting items to be inched in the
sample i.e. the size of sample. Sampling plan is determined before data are collected.

STEPS IN SAMPLING PLAN:

SAMPLING FRAME:
The list of sampling units from which sample is taken is called sampling frame. Gaya City map
was studied thoroughly and samples were selected from the place in a scattered manner to get
effective result.

SAMPLING SIZE:
Total sample size is 150. (For consumer perception about TATA MOTORS) and
Total sample size is 50. (For consumer perception about exclusive showroom Pareena motors
ltd)

SAMPLING PROCEDURE:
The selection of respondents were accordingly to be in a right place at a right time and so the
sampling were quite easy to measure, evaluate and co-operative. It was a randomly area
sampling method that attempts to obtain the sample of convenient.

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

FIELD WORK:

I have collected the data through medium called questionnaire collecting the responses from 100
(50 for showroom) people in all. I had done my field work in the following area.

CIVIL TOWNSHIP,CANT AREA. KOIRIBARI, RAMSAGER TANK ROAD, NEAR GAYA

COLLEGE.

I started my project very first educating the respondents about my entire project, and ask them to
co–operate with me. Mostly all the respondent were aware of this type of surveys. So I didn’t
face any type of difficulty during my project in the process of explaining and taking their
responses on the questionnaire.
 CHAPTER 3 CONCEPTUAL DISCUSSION

MARKETING

What is marketing?

There are many different definitions of marketing. Consider some of the following alternative
definitions:

“The all-embracing function that links the business with customer needs and wants in
order to get the right product to the right place at the right time”

“The achievement of corporate goals through meeting and exceeding customer needs
better than the competition”

“The management process that identifies, anticipates and supplies customer

requirements efficiently and profitably”

“Marketing may be defined as a set of human activities directed at facilitating and

consummating exchanges”

Which definition is right? In short, they all are. They all try to embody the essence of marketing:

• Marketing is about meeting the needs and wants of customers;

• Marketing is a business-wide function – it is not something that operates alone from other
business activities;
• Marketing is about understanding customers and finding ways to provide products or services
which customers demand.
To help put things into context, you may find it helpful to often refer to the following diagram
which summarises the key elements of marketing and their relationships:
 Figure 1.2

Marketing Concept and Orientation

It is a fundamental idea of marketing that organisations survive and prosper through meeting the
needs and wants of customers. This important perspective is commonly known as the marketing
concept.

The marketing concept is about matching a company's capabilities with customer wants. This
matching process takes place in what is called the marketing environment.

Businesses do not undertake marketing activities alone. They face threats from competitors, and
changes in the political, economic, social and technological environment. All these factors have
to be taken into account as a business tries to match its capabilities with the needs and wants of
its target customers.

An organisation that adopts the marketing concept accepts the needs of potential customers as
the basis for its operations. Success is dependent on satisfying customer needs.

What are customer needs and wants?

A need is a basic requirement that an individual wishes to satisfy.

People have basic needs for food, shelter, affection, esteem and self-development. Many of these
needs are created from human biology and the nature of social relationships. Customer needs are,
therefore, very broad. Whilst customer needs are broad, customer wants are usually quite narrow.
A want is a desire for a specific product or service to satisfy the underlying need.

Consider this example:

Consumers need to eat when they are hungry.

What they want to eat and in what kind of environment will vary enormously. For some, eating
at McDonalds satisfies the need to meet hunger. For others a microwaved ready-meal meets the
need. Some consumers are never satisfied unless their food comes served with a bottle of fine
Chardonnay.
Consumer wants are shaped by social and cultural forces, the media and marketing activities of
businesses. This leads onto another important concept - that of customer demands. Consumer
demand is a want for a specific product supported by an ability and willingness to pay for it.

For example, many consumers around the globe want a Mercedes. But relatively few are able
and willing to buy one.

Businesses therefore have not only to make products that consumers want, but they also have to
make them affordable to a sufficient number to create profitable demand. Businesses do not
create customer needs or the social status in which customer needs are influenced. It is not
McDonalds that make people hungry. However, businesses do try to influence demand by
designing products and services that are

• Attractive
• Work well
• Are affordable
• Are available

Businesses also try to communicate the relevant features of their products through advertising
and other marketing promotion.

MARKETING MIX

The marketing mix is generally accepted as the use and specification of the four Ps describing
the strategic position of a product in the marketplace. One version of the origins of the marketing
mix starts in 1948 when James Culliton said that a marketing decision should be a result of
something similar to a recipe. This version continued in 1953 when Neil Borden, in his American
Marketing Association presidential address, took the recipe idea one step further and coined the
term 'Marketing-Mix'. A prominent marketer, E. Jerome McCarthy, proposed a 4 P classification
in 1960, which would see wide popularity. The four Ps concepts are explained in most marketing
textbooks and classes.

DEFINITION
Although some marketers[who?] have added other Ps, such as personnel and packaging, the
fundamentals of marketing typically identifies the four Ps of the marketing mix as referring to:
Product -An object or a service that is mass produced or manufactured on a large scale with a
specific volume of units. A typical example of a mass produced service is the hotel industry. A
less obvious but ubiquitous mass produced service is a computer operating system. Typical
examples of a mass produced objects are the motor car and the disposable razor.
Price – The price is the amount a customer pays for the product. It is determined by a number of
factors including market share, competition, material costs, product identity and the customer's
perceived value of the product. The business may increase or decrease the price of product if
other stores have the same product.
Place – Place represents the location where a product can be purchased. It is often referred to as
the distribution channel. It can include any physical store as well as virtual stores on the Internet.
Promotion – Promotion represents all of the communications that a marketer may use in the
marketplace. Promotion has four distinct elements - advertising, public relations, word of mouth
and point of sale. A certain amount of crossover occurs when promotion uses the four principal
elements together, which is common in film promotion. Advertising covers any communication
that is paid for, from television and cinema commercials, radio and Internet adverts through print
media and billboards. One of the most notable means of promotion today is the Promotional
Product, as in useful items distributed to targeted audiences with no obligation attached. This
category has grown each year for the past decade while most other forms have suffered. It is the
only form of advertising that targets all five senses and has the recipient thanking the giver.
Public relations are where the communication is not directly paid for and includes press releases,
sponsorship deals, exhibitions, conferences, seminars or trade fairs and events. Word of mouth is
any apparently informal communication about the product by ordinary individuals, satisfied
customers or people specifically engaged to create word of mouth momentum. Sales staff often
plays an important role in word of mouth and Public Relations (see Product above).
Broadly defined, optimizing the marketing mix is the primary responsibility of marketing. By
offering the product with the right combination of the four Ps marketers can improve their results
and marketing effectiveness. Making small changes in the marketing mix is typically considered
to be a tactical change. Making large changes in any of the four Ps can be considered strategic.
For example, a large change in the price, say from $19.00 to $39.00 would be considered a
strategic change in the position of the product. However a change of $131 to $130.99 would be
considered a tactical change, potentially related to a promotional offer.

CRITICISMS
Peter Doyle claims that the marketing mix approach leads to unprofitable decisions because it is
not grounded in financial objectives such as increasing shareholder value. According to Doyle it
has never been clear what criteria to use in determining an optimum marketing mix. Objectives
such as providing solutions for customers at low cost have not generated adequate profit margins.
Doyle claims that developing marketing based objectives while ignoring profitability has resulted
in the dot-com crash and the Japanese economic collapse. He also claims that pursuing a ROI
approach while ignoring marketing objectives is just as problematic. He argues that a net present
value approach maximizing shareholder value provides a "rational framework" for managing the
marketing mix.

Some people claim the four Ps are too strongly oriented towards consumer markets and do not
offer an appropriate model for industrial product marketing. Others claim it has too strong of a
product market perspective and is not appropriate for the marketing of services.

An expanded system based on Seven Ps stresses the importance of Place, Product, Price,
Promotion, People, Process, and Physical evidence
 DEFINING CONSUMER BEHAVIOR

How many times throughout the day do people make product decisions? If you stop to think
about it, many product decisions are made every day, some without much thought. What should I
wear? What should I eat? What am I going to do today? Many product decisions are answered
routinely every day and they help move the economy of cities, countries and ultimately the
world. Product decisions also shape life for the consumer. How can simple decisions be so
important? Why do marketers spend millions of dollars to uncover the reasons behind these
decisions?

To define consumer behavior: it is the study of consumers and the processes they use to choose,
use (consume), and dispose of products and services. A more in depth definition will also include
how that process impacts the world. Consumer behavior incorporates ideas from several sciences
including psychology, biology, chemistry and economics.

"All marketing decisions are based on assumptions and knowledge of consumer behavior,"
(Hawkins and Mothersbaugh, 2007). Researching consumer behavior is a complex process, but
understanding consumer behavior is critical to marketers-they can use it to:

• Provide value and customer satisfaction.

• Effectively target customers.
• Enhance the value of the company.
• Improve products and services.
• Create a competitive advantage
• Understand how customers view their products versus their competitors' products.
• Expand the knowledge base in the field of marketing,
• Apply marketing strategies toward a positive affect on society (encourage people to
support charities, promote healthy habits, reduce drug use etc.)

MARKET RESEARCH
Market research is for discovering what people want, need, or believe. It can also involve
discovering how they act. Once that research is complete it can be used to determine how to
market your specific product. MR-Anywhere is a very good platform for market research and
analysis

For starting up a business there are a few things that are important:
Market information
Market information is making known the prices of the different commodities in the market, the
supply and the demand. Information about the markets can be obtained in several different
varieties and formats.
Examples of market information questions are:
Who are the customers?
Where are they located and how can they be contacted?
What quantity and quality do they want?
When is the best time to sell?
Market segmentation
Market segmentation is the division of the market or population into subgroups with similar
motivations. Widely used bases for segmenting include geographic differences, personality
differences, demographic differences, use of product differences, and psychographic differences.
Market trends
The upward or downward movements of a market, during a period of time. The market size is
more difficult to estimate if you are starting with something completely new. In this case, you
will have to derive the figures from the number of potential customers or customer segments.
[Ilar 1998]

But besides information about the target market you also need information about your
competitor, your customers, products etc. A few techniques are:

Customer analysis
Choice Modelling
Competitor analysis
Risk analysis
Product research
Advertising research
 CHAPTER 4 DATA ANALYSIS

Perception about Tata’s showroom

Q.1 Knowledgeable salesperson (about product)

Fig 4.1

INFERENCE:

 77% of the Respondents were strongly agree with knowledgeable salesperson

 18% of the Respondents were agreeing at the same time.
 5% of the respondent were disagree with this questionnaire

Q.2 Employees spent enough time with you before sales and during sales
 fig. 4.2

INFERENCE:

 55% of the respondent were strongly agree and says that employ spend enough time
before sales.
 36% of respondent were agree with this questionnaire.
 5% of respondent were neither agree nor disagree.
 4% of respondent were disagree they said that employ not spend enough time during
sales or before sales.

Q.3 Availability of the product in showroom (Pareena motors)

Fig 4.3

INFERENCE:
  50% of the respondent were strongly agree and says that products are available in
showroom (Pareena motors ltd.).
 36% of respondent were agree with availability of product in showroom (Pareena motors
ltd.).
 14% of respondent were neither agree nor disagree.

Q.4 Attractive discounts offered

Fig 4.4

INFERENCE:

 55% of the respondents were strongly agreed with attractive discount offered.
 41% of respondent were agree with discount offered.
 4% of respondent were neither agree nor disagree.

Q.5 offered a test drive

 Fig 4.5

INFERENCE:

 41% of the respondents were strongly agreed with test drive offered.
 32% of respondent were agree with test drive offered.
 18% of respondent were neither agree nor disagree.
 9%of respondent said that they do not offer test drive.
Q.6 responds to complaints quickly

Fig 4.6

INFERENCE:

 Only 5% of the respondents were strongly agreed with quickly respond to complaints.
 41% of respondents were agreeing with quickly respond to complaints.
 36% of respondents were neither agree nor disagree with quickly respond to complaints.
 18% of respondents were strongly disagreeing.
Q.7 All the commitments are fulfilled

Fig 4.4

INFERENCE:

 Only 9% of the respondents were strongly agree with fulfilled of commitments.

 23% of respondent were agree with fulfilled of commitment.
 45% of respondent were neither agree nor disagree.
 18%of respondent were disagree.
 5% of respondent were strongly disagree

Q.8 Employees spent enough time with you after sales. (Service)
 Fig 4.4

INFERENCE:

 32% of the respondent were strongly agree with good service provided by pareena
motors.
 36% of respondent were agree with good service provided by pareena motors. .
 27% of respondent were neither agree nor disagree.
 5%of respondent are disagree with service provided by pareena motors.

Consumer perception about Tata’s car

• The price of the TATA car is reasonable.

• Fuel mileage of the Tata car is good.

• Tata car is easy to maintain.

• The seats are very comfortable.

 .

• My family member feels safe when I drive TATA car.

• My friends and relatives drive the same car.
• Driving the TATA car compliments my life style.

• I feel good whenever I see the ad for my Tata car on TV, Magazine
and Hoarding.
• A new feature of Tata cars like ABS motivates the customer to buy.
• Air bag system in Tata cars gives the better safety.
• Quadra jet engine of Tata cars gives an extra edge over the other
cars.

• Tata car gives me comfortable rides.

• Tata’s car price Range is affordable.
• Tata has wide range of models.

• An interior accessory of TATA car is attractive.

• Power steering in TATA car attracts the people to buy.
• Tata car is available in wide range of colors.

• Tata car long last.

 .

• Tata’s party are available everywhere.

• Tata’s parts are available at very reasonable price.

CHAPTER 5 - FINDINGS AND RECOMMENDATIONS

FINDINGS
• Tata Motors is number three in passenger car market after maruti-suzuki & hyundai.
• Pareena motors LTD have well knowledgeable sales persona and the spend enough time
with customer.
• All model and colors of Tata’s car is available in showroom.
• Pareena motors ltd always offer test drive to every customer and discount offer.
• But pareena motors LTD are not providing better service after sales.
• According to sample tata motors are providing better safety than other car’s manufacture.
• Majority of sample think that price of Tata’s car parts are not available everywhere, and it
is costly than other car parts
• 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.

• Improving the marketing Strategies

• Making the decision to capture the rural market. by introducing tata nano is giving better
result.

• More test drives should be offered.

• Advertisement in mass media such as television, newspapers, and magazines are best
means to spread awareness about brand repositioning. And it is a better medium to attract
the customer.

Recommendation

Though I am young enough and not that experienced but I have tried my best to
come out with suggestion which may be helpful for Pareena motors Pvt. Ltd.

• Service (after sale) is not good, most of the customer are saying, so company should
improve the service facility. And company should fulfill the commitments

• Pareena motors should takes less time as much as possible to fulfill the commitments. to
make a good picture in consumer ‘s mind.

• Price of part’s should be reasonable. And available every where.

• To increase its visibility so that different segments of the customer will notice the
products of Tata motors in varied ways.

ANNEXURE

Questionnaire:-

Name

Mobile Age
Location

Dear respondents,

I am a student of KSOM, KIIT UNIVERSITY. As a part of my curriculum I am

conducting a study on “consumer perception & future potential for TATA ” It
would be a great help if you please spare some of your time to fill this
questionnaire. The responses would be kept strictly confidential & use to data
analysis.

Rate the following on a scale of 1-5

1- Strongly disagree. 2- Disagree. 3- Neither agrees nor

disagrees. 4- Agree 5- Strongly agree
1. The price of the Tata car is reasonable.

2. Fuel mileage of the Tata car is good.

3. Tata car is easy to maintain.

4. Tata car’s seats are very comfortable.

5. My family member feels safe when I drive TATA car.

6. My friends and relatives drive the same car.

7. Driving the Tata car compliments my life style.

8. I feel proud whenever I see the ad for my Tata car on TV, Magazine, and Hoarding.
9. A new feature of Tata cars like ABS (antilock breaking system) motivates the customer to
buy.

10. Air bag system in Tata cars gives the better safety.

11. Quadra jet engine of Tata cars gives an extra edge over the other cars.

12. Tata car gives me comfortable rides.

13. Exterior of Tata car is attractive.

14. Tata has wide range of models.

15. An interior accessory of Tata car is attractive.

16. Power steering in Tata car attracts the people to buy.

17. Tata car is available in wide range of colors.

18. Tata car long last.

19. Tata’s parts are available everywhere.

20. Tata’s parts are available at very reasonable price.

 Tata Motor`s exclusive showrooms
Name:-
…………………………………………………………………………………………………………
Age ………………
Mobile no. ………………………………………………………..
Place …………………….

How do you rate Tata`s showrooms (Pareena motors) with respect to the following?

Rate the following on a scale of 1-5

1- Strongly disagree. 2- Disagree. 3- Neither agree nor disagree. 4- Agree 5-

Strongly agree

(1)Knowledgeable salesperson (about product)

1 2 3 4 5
(2)Employees spent enough time with you before sales and during sales .

1 2 3 4 5
(3) Availability of the product in showrooms

1 2 3 4 5
(4)Attractive discounts offered

1 2 3 4 5
(5) Offered a test drive

1 2 3 4 5
(6) Responds to complaints quickly

1 2 3 4 5
(7) All the commitments are fulfilled

1 2 3 4 5
(8)Employees spent enough time with you after sales .(service)

1 2 3 4 5

BIBLIOGRAPHY

BOOKS

1) Marketing Management Philip Kotler & Kevin Lane

Keller
2) Research Methodology C.R. Kothari
3) Business Statistics Gupta & Gupta
4) Consumer Behavior L.G. Shiffman & L.L. Kanuk

INTERNET
• www.tata.com
• www.tatamotors.com
• http://en.wikipedia.org/wiki/Tata_motors
• http://en.wikipedia.org/wiki/Tata_group
• http://en.wikipedia.org/wiki/Indian_automobile_industry
• http://www.carwale.com/research/cars/tata

• http://www.tatamotors.com/our_world/press_releases.php?ID=458&action=Pull

• http://www.tatamotors.com/our_world/press_releases.php?ID=500&action=Pull

• www.scribd.com

• www.thehindubusinessline.com