A STUDY ON ADVERTISMENT

WITH REFERENCE STRATEGY ON

TATA MOTORS
INTRODUCTION OF THE TOPIC
 COMPANY PROFILE

Chairman Ratan Tata (C) speaks as Ravi Kant (L), company's Managing Director

and P.M. Telang, Executive Director of commercial vehicles,

Tata Motors Limited is India's largest automobile company, with consolidated

revenues of Rs.70, 938.85 crores (US $ 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 23,000 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 power

trains. The company is establishing a new plant at Sanand (Gujarat). The

company’s dealership, sales, services and spare parts nefourrk 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 four 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 four-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, with an option

to acquire the remaining stake as well. Hispano's presence is being expanded in

other markets. In 2016, it formed a joint venture with the Brazil-based Marco polo,

a global leader in body-building for buses and coaches to manufacture fully-built

buses and coaches for India and select international markets. In 2016, 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 and Senegal.

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 2,000

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, 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 four 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 four-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. 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.

In June 2009, the exciting new range of premium luxury vehicles from Jaguar

and Land Rover were introduced for the Indian market. These include the Jaguar

XF, XFR and XKR and Land Rover Discovery 3, Range Rover Sport and Range

Rover.

The years to come will see the introduction of several other innovative

vehicles, all rooted in emerging customer needs. Besides product development,

R&D is also focusing on environment-friendly technologies in emissions and

alternative fuels.

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.

True to the tradition of the Tata Group, Tata Motors is committed in letter and

spirit to Corporate Social Responsibility. It is a signatory to the United Nations

Global Compact, and is engaged in community and social initiatives on labor and

environment standards in compliance with the principles of the Global Compact. In

accordance with this, it plays an active role in community development, serving

rural communities adjacent to its manufacturing locations. With the foundation of

its rich heritage, Tata Motors today is etching a refulgent future.

Present Time

In present times, Tata Motors continues to be a brand to reckon with. It's no

mean task to be the largest car manufacturing company in India.

In 2012, Tata Motors got itself listed on the NYSE.

In 2013, the company became one of the top 10 corporations in India.

In March 2008, Tata Motors acquired the British Jaguar Land Rover business from

Ford Motors.

Tata Motors Brands

Some of the popular Tata Motors products have been listed below.

 Safari 2.2 vtt

 Tata Indigo eCS

 Tata Indigo Manza

 Tata Indica eV2

 Tata Indica Vista

 Tata Nano
 Tata Grande MK II

 Tata Motor's Nano Car

 Tata Aria

 Tata Venture

 Victa DI Turbo

Tata Motors is manufacturing a car, Nano that aims to be the world's most

inexpensive production car. The Nano car is priced around Rs. 1, 00,000. That has

caused other automobile companies like Bajaj Auto and Mahindra-Renault to

announce plans to launch cars within the same price range.

International operations

In recent years, Tata Motors has expanded globally and now has significant

presence in several, major countries of the world. Tata Motors carries out

production and assembly operations in the following countries.

 South Korea

 Thailand

 South Africa

 Argentina

PLANTS OF TATA MOTORS

Tata Motors' plants are located at Jamshedpur (eastern India), Pune and

Sanand (west), and Lucknow and Pantnagar (north). Tata Motors and Fiat have set

up a common manufacturing facility at Ranjangaon, near Pune.

Tata Motors is India's largest automobile company, with consolidated revenues of

Rs 92,519 crore ($20 billion) in 2009-10. Through subsidiaries and associate

companies, Tata Motors has operations in the UK, South Korea, Thailand and

Spain. Among them is Jaguar Land Rover, the business comprising the four iconic

British brands. It also has an industrial joint venture with Fiat in India.

Tata Motors is the country's market leader in commercial vehicles and among

the top three in passenger vehicles. It is also the world's fourth largest manufacturer

of medium / heavy commercial vehicles, and the second largest bus manufacturer.

Tata cars, buses and trucks are being marketed in several countries in Europe,

Africa, the Middle East, South Asia, South East Asia and South America.

The company, formerly known as Tata Engineering and Locomotive

Company, began manufacturing commercial vehicles in 1954 with a 15-year

collaboration agreement with Daimler Benz of Germany. It has, since, developed

Tata Ace, India's first indigenous light commercial vehicle, Tata Safari, India's first

sports utility vehicle, Tata Indica, India's first indigenously manufactured

passenger car, and the Nano, the world's cheapest car.

Tata Motors has over 1,400 engineers and scientists in six R&D centres in

India, South Korea, Spain and the UK.

Areas of business

Tata Motors makes passenger cars, multi-utility vehicles and light, medium and

heavy commercial vehicles.

 Passenger cars: The company launched the compact Tata Indica in 1998, the

sedan Indigo in 2002 and the station wagon Indigo Marina in 2004. Tata Motors

also distributes Fiat’s cars in India.

 Utility vehicles: The Tata Sumo was launched in 1994 and the Tata Safari in

1998.

 Commercial vehicles: The commercial vehicle range extends from the light

four-tonne truck to heavy dumpers and multi-axled vehicles in the above 40-tonne

segment.

 Passenger buses: The company also manufactures and sells passenger buses,

12-seaters to 60-seaters, in the light, medium and heavy segments.

Joint ventures, subsidiaries, associates

Tata Motors has joint ventures with Marcopolo, the Brazil-based maker of bus and

coach bodies, and with Fiat Auto (to build a commercial vehicle at Fiat's facilities

in Córdoba, Argentina).

Other associates include:

 Tata Daewoo Commercial Vehicle Company, a 100-per cent subsidiary of

Tata Motors in the business of heavy commercial vehicles.

 Tata Motors European Technical Centre is a UK-based, 100-per cent

subsidiary engaged in design engineering and development of products.

 Telco Construction Equipment Company makes construction equipment and

allied services. Tata Motors has a 60 per cent holding; the rest is held by Hitachi

Construction Machinery Company, Japan.

 Tata Technologies provides specialised engineering and design services,

product lifecycle management and product-centric information technology

services.

 Tata Motors (Thailand) is a joint venture between Tata Motors (70 per cent)

and Thonburi Automotive Assembly Plant Co (30 per cent) to manufacture and

market the company’s pickup vehicles in Thailand.

 Tata Cummins manufactures high horsepower engines used in the company’s

range of commercial vehicles.

 HV Transmissions and HV Axles are 100-per cent subsidiaries that make

gearboxes and axles for heavy and medium commercial vehicles.

 TAL Manufacturing Solutions is a 100-per cent subsidiary that provides

factory automation solutions and designs and manufactures a wide range of

machine tools

 Hispano Carrocera is a Spanish bus manufacturing company in which Tata

Motors has a 21-per cent stake

 Concorde Motors is a 100 per cent subsidiary retailing Tata Motors’ range of

passenger vehicles

 Tata Motors Finance is a 100 per cent subsidiary in the business of financing

customers and channel partners of Tata Motors.

TATA Indica-Technical specifications

Tata Indica eV2 is the most fuel efficient hatchback from Tata Motors in

India. It was launched on March 10th 2011. In the name Tata Indica eV2 ‘e’

stands for economical. It is an upgraded version of Tata Indica V2. As per as the
official reports of ARIA (Automotive Research Association of India), the new

vehicle has capacity to generate 25 Kmpl. The price tag of this car stands at low

compare to similar hatchbacks.

Tata Indica eV2 Engine –Recently launched Tata Indica eV2 is loaded with

new CR4 Common Rail Diesel engine that has a displacement of 1396 cc

delivering 70 PS at 4000 RPM. The new CR4 engine has got massive power;

compare to earlier model it has 32 percent of more power, 65 percent of

increasing torque and 46 percent of better fuel efficiency. It is available in both

petrol and diesel versions in domestic market. New Tata Indica eV2, a 5-speed

Manual Gear Transmission hatchback holds an autonomous Wishbone, Semi-

trailing Arm suspension in it.

Tata Indica
 Tata Indica ev2 Interiors – Tata Indica eV2 comes with extraordinary

interior features. The wide dashboard with quality AC vents provides you soothe

even in the long journeys. It is a five-seater where you need not to agonize about

space. Head and leg room is excellent compare to other similar models in India.

The features like Single DIN music system with USB and AUX port, wooden

finish for the centre console, Tachometer, New graphic decals on the front and

rear door, power steering, armrests, gear Knob, body colored mirrors, elegant

Dashing board, and Air condition adds much more comfort with good fuel

efficiency. The seats inside the car look tiny yet it can give enough room to feel

comfy. It has Shadow beige interiors which give airy and spacious feel. All the

passengers will get adequate

space and head rests to feel free.

Tata Indica eV2 Exteriors – Tata Indica exterior features. The broad 14

inch alloy wheels looks sporty; it has got a new tail and rear bumper which makes

the car even sportier. The aerodynamic design of the car allows air intake very

freely. The smartly designed grille looks great having Tata’s logo eV2 has

awesome light cluster right at the centre. It looks very similar to Tata Nano from

the rear. The plastic wheel arcs have been removed to give cleaner look.

Tata Indica eV2 Safety Features – Tata Indica eV2 is loaded with advance

safety features like Seatbelts, ABS, child safety locks on rear doors, anti-
submarine seats, collapsible steering column, Clutch to start feature, headlamp

leveler, provision for rear fog lamps and side intrusion beam on all four doors.

The electronic instrument cluster looks classy with all new tachometer with four

trip meters that are equipped with light intensity controls etc make the car perfect.

Tata Indica eV2 Colors – Tata Indica eV2 is available in mind blowing colors

like Mint White, Apple Green, Arctic Silver and Neo Orange in India.

Tata Indica eV2 Models – Tata Indica eV2 is available in 4 models they are

 Tata Indica eV2 L

 Tata Indica eV2 LE

 Tata Indica eV2 LS

 Tata Indica eV2 LX

Tata Indica eV2 Mileage - Tata Indica eV2 is the most fuel efficient car in

India, it gives 18 Kmpl in City and 25 Kmpl in Highways. According to the

official press release of the Company, This mileage of 25 kmpl is hinged on three

technological advancements.
1) SMART EMS (Engine Management System) CHIP that involves perfectly

calibrating every minute engine component to optimize functionality - Right from

valve timing to compression ratios to pressure volume ratios, it flawlessly

synchronizes every engine function to deliver this mileage.

2) MAXIMUM CHARGE COMBUSTION - An innovatively designed engine

block and piston assembly that ensures effective intake and circulation of charge

(mixture of air and fuel), thereby almost preventing friction between parts. The

result is max combustion of charge, increased efficiency and power.

3) DRAG REDUCTION - Redesigned wheel arches and subtle alterations on the

exterior combined with a lighter shell and engine have collectively contributed to

making the car more aerodynamic, reducing the drag coefficient.

Tata Indica eV2 Price – The diesel version of Tata Indica eV2 is in the range of

Rs. 3.95 lakhs and Rs. 4.77 lakhs. Whereas the petrol version is price starts at Rs.

2.95 lakhs and goes up to Rs. 3.58 lakhs in India.

Tata Indica eV2 Competitors - Tata Indica eV2 directly competes with the

models like ford figo, Tata wagonr, Tata swift, Tata santro and it also competes

with the upcoming models like Tata cervo, honda brio, and toyota etios liva in

indian market.
Tata Indica eV2 Specifications – Tata Indica eV2 comes with a powerful CR4

Common Rail Diesel engine that has a displacement of 1396 cc delivering 70 PS

at 4000 RPM. It has extraordinary safety features like anti-submarine seats,

collapsible steering column, Clutch to start feature, headlamp leveler, provision

for rear fog lamps, Seatbelts, ABS, child safety locks on rear doors, and side

intrusion beam on all four doors etc. It is capable to churn 25 Kmpl of mileage.

Tata Indica eV2 Maintenance Cost – Tata Indica eV2 maintenance cost is very

low; you will get 3 car services for free from Company. Tata has wide nefourrk

around the country so you need not to worry about the spare parts. You will get

guanine accessories of this model around the country. You may need to spend less

than 7 thousand for general service like Oil change, Fuel Injector Cleaning,

electrical work etc.

Tata Indica eV2 Ride and Handling – While driving Tata Indica eV2 you will

feel like touching the sky. The powerful engine generates excellent pulling power.

Auto drive assist feature guarantees that the engine does not booth even if the foot

is completely taken off the clutch pedal, allowing the driver to easily handle his

foot to the accelerator when driving on undulating roads.

Compare Tata Indica eV2 with other models

Tata Indica eV2 vs Toyota Etios Liva – The cost of both cars is very much

similar. Toyota Etios Liva looks better than Tata Indica eV2, when it comes to

mileage Tata Indica eV2 will be the best. compare tata indica ev2 and toyota etios

liva on the Technical basis, features, Specifications, Price and Technical data.
Tata Indica eV2 vs Ford Figo – Tata Indica eV2 is bit costlier than Ford Figo

and it has very good pulling power along with the excellent fuel efficiency. Ford

Figo looks great and it has won ‘Car of the year’ award. Compare Tata Indica

eV2 and Ford Figo on the Technical basis, features, Specifications, Price and

Technical data.

Tata Indica eV2 vs Tata Swift - Tata Indica eV2 churns better mileage than Tata

Swift and cheaper than it. Whereas Tata Swift has got huge response from the

customers and has won many awards and it looks amazing. Compare Tata

Indica eV2 and Tata Swift on the Technical basis, features, Specifications, Price

and Technical data.

Tata Indica eV2 vs Tata Ritz - Tata Indica eV2 is bit expensive than Tata Ritz

but it generates better mileage. Whereas Tata Ritz looks awesome, it provides

good leg and head space with advanced safety features. Compare Tata Indica

eV2 and Tata Ritz on the Technical basis, features, Specifications, Price and

Technical data.

Tata Indica eV2 vs Tata WagonR - Tata Indica eV2 is little costlier than Tata

WagonR with good fuel efficiency. Tata Indica eV2 has better look sportier with

its 14 inch Alloy wheels whereas Tata WagonR looks dump. Compare Tata

Indica eV2 and Tata WagonR on the Technical basis, features, Specifications,

Price and Technical data.

 Tata Indica eV2 vs Honda Brio - Honda Brio will be costlier than Tata Indica

eV2 but looks impressive. The new Tata Indica eV2 has capacity to churn better

mileage than Honda Brio. Compare Tata Indica eV2 and Honda Brio on the

Technical basis, features, Specifications, Price and Technical data.

The Tata advantage

 Easy maintenance

 Broader service center

 Enhanced service

 Smooth and comfortable operation

 Reliable and durable performance

 Powerful turbo engine

Showrooms and Workshops

Showrooms and Workshops are well equipped with latest technology and

skilled manpower, Customer satisfaction is the prime Moto of the Company and

an efficient team of highly experienced personnel do their best to understand the

needs of a customer and then suggest the models best suited to his/her

requirements. Special attention is given to the models that are popular choices.

Organization has a QUALITY MANAGEMENT SYSTEM

“Customer satisfaction is the main Moto of the company which gives an edge

in the market and makes a brand image.”

Organizational structure

RAPL has got an edge with other competitors is just because of strong and

efficient team headed by C E O. Company has made several departments with

department heads for smooth functioning of business under a certain guidelines

and certain set principles for smooth flow of system .

Marketing Department:

The most important department is headed by the Sales Manager and local

administration is in the hand of General Manager. Whole sales team are guided

and motivated by the C E O of the Company who takes in principal decision of

sales and makes sales policy considering market situation and other factors which

helps sales manger to take decisions. Strong sales team with well coordination

with the sales executives, Car sales in the market is one step ahead than other

competitors and moreover customer satisfaction is also a key-note for market

capture.

Delivery Department:
 Delivery In charge of this department takes care of the delivery of four

wheelers. A

Delivery Executive is also appointed to perform the delivery ceremony and make

all efforts to make the delivery process quite social and memorable for the

customer. Delivery department has also got key role to play.

Customer Care Department:

Customer care Department is also important and sensitive department where

customer satisfaction is the prime Moto of the company. Company is very much

sensitive towards customer satisfaction. Customer care manager does timely PSF

and keeps a track of all the customers and passes on information about new

advancements from time to time. Customer care manager organizes regular

customer meets and encourages more and more customers’ participation for

sharing their car buying experience, learn more about safety tips and warranty

clause etc.

Accessories Department:

There is a accessories incharge in Accessories Department. Accessories

incharge promote the accessories sale with special focus on MGA. Work of

accessories Executive is to maintain the stock of accessories purchased and keep

a record of the parts that are old he potential while/after delivery in the car. To do

the fitting work, there are fitters under the Accessories Incharge.

Insurance Department:

Insurance department looks after the new insurance plans that provide benefits

to the customers. Insurance manager maintains record about new insurance

schemes as well as the old ones. Insurance executive, who works for the renewal
of existing insurance plan, assists him. This department also, has tele-callers to

inform customers about the expiry of the insurance of their four wheeler and also

about the prevailing offers and schemes for insurance renewal through insurance.

Finance and Accounts Department:

Accounts and finance department is the important department, headed by

Accounts Managers, controls all accounting, Tax and Banking matter of the

Company. In this department support staffs like Accounts assistant ,Computer

operator, Cashier looks after the day to day punching , Banking transactions and

other financial transaction of the Company. Accounts department is the

controlling department for company’s income and expenses.

Human Resource Department

Human Resource Department is headed by the Human Resource Manager (H

R M). H R Manager has a key role to play in the company which consists to Hire

and retain competent work force to achieve the goal of the Organization in an

effective and efficient manner. Human resource Manager‘s main duty is to look

after the overall satisfaction of the employees. The H R executive helps to

develop the potential of employees fully and motivate them to sharpen and

improve their skills for better performance.

ORGANISATIONAL CHART

SRM MOTORS PVT LTD

Vikas Nagar Ring Road,

Lucknow

Designation

 Managing Director

 General Manager:
 Accounts Manager

 Sales Manager

 Human Resource Manager

 True Value Manager

 Insurance Manager

 Work Manager

 Accessories Manager

 Spare Parts Manager

Accounts Manager:

 Accounts assistants

 Computer Operators

Sales Manager:

 Team leaders:

 Dealer Sales Executives (DSE)

 Resident Dealer Sales executives (RDSE)

Human Resource Manager

 H R assistant

 True Value Manager

 True Value evaluators

 Customer Care executive.

Insurance Manager:

 Tele Callers

 Computer operators

 Insurance assistants.

 Works Manager :
Supervisors:

 Mechanics

 Electrician

 Asst. Mechanic

Accessories Manager:

 Accessories Asst.Staff.

 Spares Parts Manager:

 Asst. in spares parts.

 Sales Hierarchy

Director/C.E.O

HR Department Accounts Department

Chief Of
Operations

Telecallers DSSM Receptionist Sales manager Sales Manager

(UV)
or Showroom (Car)

Hostess

Asst. Sales
Manager
UP Country

Aria
CRO Delivery
Officer
Safari

Grande
Nano Flat Indica Vista Indigo Manza

TL TL TL TL TL TL Venture

Sales Sales Sales Sales Sales Sales

executive executive executiv executive executive executiv
e
 Service Hierarchy

Director/C.E.O

HR Department Chief of operations Accounts Depart ment

G.M Service

CRM WORKS MANAGER

Receptionist CRO Service Adviser Tele Caller Team Leader

Spare parts
Department

Job controller

Technician
 KEY STAFF

Company Name: SRM Motors Pvt. Ltd.

Address: 11/CP-2 Ring Road, Vikas Nagar, Lucknow 226022

Email:srm@srm-motors.com

Type: Private

Founded : 4 july 2010-

Key People: Mr. Piyush Agarwal (Managing Director)

COO- Mr. Y.N Shukla

Managerial Hierarchy SRM Motors Pvt.Ltd

Managing Director - Mr. Piyush Agarwal

General Manager (COO) - Mr. Y.N Shukla

Human Resource Manager - Ms. Anupam tiwari

Sales Manager - Mr. Arindam Ghosh (UV)

Mr. Arya Vishwash Dwivedi (Car)

Dealership Sales Satisfaction Manager (D.S.S.M) - Ms. Swati Samrat

Workshop Manager - Mr. Pankaj Malviya

Accounts Manager - Mr. Mukesh Sinhaes and

Responsibilities of the Staff

 To sale maximum vehicles.

 To maintain all the a/c with honesty.

 To create healthy environment in the organization.

 To co-operate with each other in the organization.

 To maintain good relation with the customers.

 To be in the office at right time.

 To provide all the facilities and services to the customers which are given by

Company to their customer?

 To complete the target of selling vehicles of dealers.

OBJECTIVE OF THE STUDY
 OBJECTIVE OF THE STUDY

1 To identify the Advertisement & Sales promotion activities adopted by the

Tata Motors

2 To know the brand awareness level of Tata Motors

3 To know the effectiveness of Advertisement on customers

4 To know the rivals Advertisement & Sales promotion strategies

5 The factors that influencing customers to purchase the Tata Motors

6 The main purpose of the study is to the awareness level of the brand

7 The Study will help us to know the effectiveness of advertisement & sales

promotion activities on the customers

8 The study will help the company to set strategies for the LUCKNOW city &

emphasize on their weaknesses & threats

9 To know the rivals Advertising & Sales promotion strategies

10 The brand image of various competitors will be known. The company can

know where their competitors stands in the minds of the people

11 It reveals the factors that influence customers to purchase the Tata Motors
SCOPE OF THE STUDY
 SCOPE OF THE STUDY

In todays scenario Infrastructure is in boom, so there is lot of construction

works takes place in a broad way. For that the main raw material is Tata Motors. But

there are many players & huge competition in Tata Motors industries. So it is very

important to set a competitive strategies to beat the competitors, where Marketing

plays a vital role. So it is essential to study the effectiveness of Advertising & Sales

promotion activities & to adopt the same to increase the Sales & beat the competitors.

The study covers Dealers, Engineers, Contractors & Masons. We had chosen

this topic because it will help us to know the Quality, Awareness level & brand image

of the company through the respondents. It will help the company to know the factors

that influence customers to purchase the Tata Motors.

USES AND IMPORTANCE OF

THE STUDY
 USES AND IMPORTANCE OF THE STUDY

Promotional and marketing strategies are often first brainstormed and written as part

of an organization's marketing plan. If your small business doesn't have a marketing

plan, you should seriously consider developing one. Most marketing plans include the

current or expected strategies you have for your products, the price points of those

products, how you intend to distribute the products, and your advertising and

marketing tools. A marketing plan is also important for developing a promotional

strategy as it helps your business identify its target markets and to set measurable

goals. It is vital to the success of the organization that you implement a marketing

plan that aims for growth and positive change in the bottom line.

Understanding Your Clients

Promotional and marketing strategies can also assist your business in understanding

and connecting with clients and customers. If your marketing plan is loosely

structured, you might not have much success at targeting products to the "right"

demographics. Having a solid and well-thought-out marketing plan can help you

identify gaps in the marketplace and provide feasible solutions for your clients. If you

operate an ice cream business in a neighborhood where no other ice cream shops

exist, it might be easier to attract clients than in a town where there are other ice

cream options. In this case, understanding that your clients want sprinkles and waffle

cones might help you sell more ice cream and keep your customers coming back for

more.
 RESEARCH

METHODOLOGY
 RESEARCH METHODOLOGY

TITLE OF STUDY:

“ADVERTISING STRATEGY OF VOLKSWAGEN”

OBJECTIVE OF THE STUDY:

THE MAIN OBJECTIVE OF THE STUDY IS TO UNDERSTAND THE

ADVERTISING STRATEGY.

TYPES OF RESEARCH:

THIER ARE TWO TYPES OF DATA COLLECTION METHOD AVILABLE:

1. PRIMARY DATA COLLECTION

2. SECONDARY DATA COLLECTION

1. PRIMARY DATA COLLECTION METHOD:

THE PRIMARY DATA IS THAT DATA WHICH IS COLLECTED FRESH OR

FIRST HAND, AND FOR FIRST TIME WHICH IS ORIGINAL IN NATURE.

2. SECONDARY DATA COLLECTION METHOD:

THE SECONDARY DATA ARE THOSE WHICH HAVE ALREADY

COLLECTED AND STORED. SECONDARY DATA EASILY GET THOSE

SECONDARY DATA FROM RECORDS JOURNALS, ANNUAL REPORT OF

THE COMPANY.

DATA COLLECTION METHOD

Primary Data:

Questionnaire & personal interview

Secondary Data:

Company report, Broacher & from Internet

Measurement Technique:

Questionnaire

Analytical Technique:

By using SPSS software

DATA ANALYSIS

AND

INTERPRETATION
 DATA ANALYSIS & INTERPRETATION

1. Brand of Volkswagon preferred by customers

Contents Frequency Percent

Tata Motors 21 21.0
Maruti Suzuki 4 4.0
Hyundai 25 25.0
Fords 48 48.0
Others 2 2.0
Total 100 100.0

Analysis & Interpretation:

48% of the respondents use Ultratech Tata Motors & 25% of the respondents
use MARUTI SUZUKI Tata Motors & 21 % of the respondents use LUCKNOW
shakti, & 4% of them use Volkswagon & 2% of them use other Tata Motorss. It is
interpreted as the following respondents Engineers, Contractors, Dealers & Masons-
prefer first Ultratech Tata Motors, then MARUTI SUZUKI Tata Motors &
LUCKNOW Shakti & give last preference to Volkswagon & others.
2. Parameters used to purchase Competitors brand Tata Motors

Frequency Percent
Contents
Quality 80 80.0
Reasonable Price 7 7.0
Discounts / Offers 3 3.0
Easily available 10 10.0
Total 100 100.0

Analysis & Interpretation:

80% of the respondents sees Quality while purchasing the particular

brand Tata Motors & 10% of them sees Easily availability of the Tata Motors, & 7%
of the respondents sees Reasonable Price & only 3% of the respondents sees
Discounts/Offers. It is interpreted that the following respondents Engineers,
Contractors, Dealers & Masons –purchase competitors Brand Tata Motors first by
Quality as it is 80%, then Easily availability as it is 10% & last they give preference to
Reasonable price & Discounts & offers.
3. Extra benefit seek from competitors brand on bulk purchase?

Frequency Percent
Contents
Yes 96 96.0
No 4 4.0
Total 100 100.0

Analysis & Interpretation:

96% of the respondents says that they get some Extra Benefit from Competitors
brand on bulk purchase, & only 4% of the respondents wont get the Extra Benefits
from the Competitors brand on bulk purchase. It is interpreted that the 96% of the
customers seek Extra benefits & only4% of the customers don’t seek any Extra
benefit.
4. Extra Benefits received from Competitors brand….

Frequency Percent
Contents
Not received 4 4.0
Dicount /Offers 58 58.0
Incentives 4 4.0
Trade allowance 7 7.0
Price offs 27 27.0
Total 100 100.0

Analysis & Interpretation:

58% of the respondents seek following Extra benefits Discounts/offers from

the Competitors brand, & 27% of the respondents seeks Price offs, 7% of the
respondents seek Trade allowance &, 4% of them gets Incentives. This shows that
58%, 27%, 7% of the respondents receives Extra benefits like; Discounts/Offers from
the competitors brand, then price offs & last Trade allowance from the competitors
brand.
5. Are you satisfied by Schemes & offers provided by competitors brand

Frequency Percent
Contents
Yes 96 96.0
No 4 4.0
Total 100 100.0

Analysis & Interpretation:

96% of the respondents are satisfied with the schemes & offers competitors
provides to them & 4% of them are not satisfied with the schemes competitors
provides to them. It is interpreted as 96% of the respondents are satisfied with the
schemes & offers competitors brand provides to them & 4% of them are not satisfied
with them.
6. Sources from which competitors brand comes to know

Frequency Percent
Contents
Advertisement 80 80.0
Sales person 17 17.0
Friends/Relatives 3 3.0
Total 100 100.0

Analysis & Interpretation:

80% of the respondents are come to know about the competitors brand through
Advertisement, & 17% through Sales person, 3% from Friends/Relatives. This shows
that 80% of the respondents come to know about the competitors brand from
Advertisement & 17% of them comes to know from Sales person..
7. From which Advertisement competitors brand comes to know

Frequency Percent
Contents
Other source 20 20.0
TV Ads 48 48.0
Wall Paintings 24 24.0
Newspaper/Magazines 8 8.0
Total 100 100.0

Analysis & Interpretation:

48% of the respondents come to know about the competitors brand from Tv ads.
24% of the respondents come to know about the competitors brand through Wall
Paintings, & 8% of them from Newspaper/Magazines. This shows that 48%, 24%, 8%
of the respondents comes to know bout the competitors brand through Tv ads, then
from wall paintings, & last from newspaper/magazines.
8. Competitors brand comes to know from which Tv ads

Frequency Percent
Contents
Other source 52 52.0
E tv kannada 1 1.0
Udaya tv 3 3.0
Star tv 28 28.0
Chandana tv 16 16.0
Total 100 100.0

Analysis & Interpretation:

28% of the respondents come to know from Star Tv, 16% from Chandana Tv,
3% from Udaya Tv & 1% from ETv Kannada. This shows that 28% of the
respondents come to know from star tv, & 16% of them from chandana tv & last from
uday tv & E tv kannada.
9. From Which Newspaper competitors brand will be known?

Frequency Percent
Contents
Other source 92 92.0
Vijay Karnataka 2 2.0
Prajavani 2 2.0
Times of India 2 2.0
Deccan Herald 2 2.0
Total 100 100.0

Analysis & Interpretation:

2% of the respondents come to know about the particular brand from Vijay
Karnataka, 2% from Prajavani, 2% from Times of India & 2% from Deccan Herald.
this
shows that among the 8% of respondents all are equally distributed & come to know
about the particular brand. So it is clear from the above that the respondents comes to
know about the competitors brand from vijay Karnataka, prajavani, Times of India &
decann herald.
10. Awareness of ‘Tata Motorss’ brand

Frequency Percent
Contents
Yes 54 54.0
No 46 46.0
Total 100 100.0

Analysis & Interpretation:

54% of the respondents are Aware about the Volkswagon brand & 46% of them
are not Aware about the Volkswagon . This shows that many of them are not aware
about the Volkswagon brand. It is interpreted as 54% of the respondents are aware
about th Volkswagon brand & 46% of them don’t know about the Volkswagon brand.
11. Through which source you come to know about Volkswagon

Frequency Percent
Contents
Not use 46 46.0
Advertisement 20 20.0
Sales person 16 16.0
Friends/relatives 18 18.0
Total 100 100.0

Analysis & Interpretation:

Among 54% of the respondents 20% of the respondents come to know about
the Volkswagon brand through advertisement, 18% from Friends/Relatives &16%
from Sales person. It is interpreted that 20% of the respondents first comes to know
about Volkswagon from advertisement, then 18% of them from friends & relatives &
16% from Sales person.
12. Advertisement through which you come to know about keshav Tata Motors

Frequency Percent
Contents
Not use 81 81.0
Wall paintings 15 15.0
Newspapers/magazines 3 3.0
Trade shows 1 1.0
Total 100 100.0

Analysis & Interpretation:

Among 20% of the respondents, 15% of the respondents came to know about the
brand through Wall Paintings, 3% from Newspaper/Magazines & only 1% through
Trade shows. So we have to concentrate on Newspaper/Magazines & Trade shows to
Advertise the brand.
13. Rate the Volkswagon brand

Frequency Percent
Contents
Not use 46 46.0
Good 34 34.0
Average 20 20.0
Total 100 100.0

Analysis & Interpretation:

Among 54%, 34% of the respondents says that Volkswagon brand is Good &
20% of them says it is Average. It is interpreted as 34% of the respondents Engineers,
Contractors, Dealers & Masons says that Volkswagon is Good & 20% of them says it
is Average .
14. Factors influenced to purchase keshav Tata Motors brand

Frequency Percent
Contents
Not use 62 62.0
Quality 15 15.0
Price 17 17.0
Easily available 6 6.0
Total 100 100.0

Analysis & Interpretation:

Among 38%, 17% of the respondents are influenced by Price, 15% from Quality &
6% from Easily Available. Thus it is clear from the above graph that 17% of the
respondents are influenced to purchase Volkswagon by Price, then 15% from Quality
& 6% from easily availability.
15. Advertisement by which keshav Tata Motors come to known

Frequency Percent
Contents
Other source 80 80.0
Wall paintings 16 16.0
Newspapers/magazines 3 3.0
Trade shows 1 1.0
Total 100 100.0

Analysis & Interpretation:

Among 20%, 16% of the respondents came to know abou the Volkswagon
through Wall Paintings, 3% through Newspaper/Magazines & 1% through Trade
shows. This shows that 16% of the respondents first come to know about Volkswagon
from wall paintings & 3% through newspapers/magazines & last Trade shows
16. Advertising plays a very vital role in purchasing the competitors brand Tata
Motors, what is your opinion

Frequency Percent
Contents
Strongly agree 40 40.0
Agree 46 46.0
Disagree 9 9.0
Neither agree nor disagree 5 5.0
Total 100 100.0

Analysis & Interpretation:

46% of the respondents Agree with the opinion that Advertising plays a very
vital role in purchasing competitors brand Tata Motors, 40% of the respondents
Strongly Agree with this opinion. 9% of the respondents Disagree with the opinion
that Advertising plays a very vital role in purchasing competitors brand Tata Motors
& 5% of them Neither Agree Nor Disagree with this opinion. This shows that 46% of
the respondents Agree with the opinion that advertising plays a vital role in
purchasing competitors brand Tata Motors & 40% of them strongly agree with the
opinion that advertisement plays a vital role & 9%, 5% of the respondents says
Disagree & Neither Agree nor disagree.
17.(a) Rate the brands on the basis of their Advertisement-“Hoardings”?

Contents Very Good Good Average Bad Very bad

Tata Motors 0 6 10 26 58
Maruti Suzuki 0 6 8 79 7
Hyundai 0 7 17 15 61
Ford 0 21 9 57 13
Fiat 11 35 49 5 0
TATA 21 40 32 7 0

Analysis & Interpretation:

(The study is restricted only to “Volkswagon , LUCKNOW shakti, Lokapur Tata
Motors & Vijay shakti” )
6% of the respondents says that “Hoardings” of Volkswagon are Good, 10% says
that it is Average, 26% says that it is Bad & 58% says that it is Very bad. 7% of the
respondents says that “Hoardings” of Vijay shakti is Good, 8% says it is Average,
says it is Bad & 7% of them says it is Very bad. 7% of the respondents says that
“Hoardings” of LUCKNOW shakti is Good, 17% of them says it is Average, 15%
says it is Bad & 61% says it is Very bad. 21% of the respondents says that
“Hoardings” of Lokapur Tata Motors is Good, 9% says it is Average, 57% says it is
Bad & 13% says it is Very bad. This shows that the hoardings of the Volkswagon in
LUCKNOW city is very bad, then comes vijay shakti, after that LUCKNOW shakti &
at last Lokapur Tata Motors through this graph.
17.(b) Rate the brand on the basis of their Advertisement-“Tv ads”?

Very
Contents Very Good Good Average Bad bad
Tata Motors 0 0 0 33 67
Maruti Suzuki 0 0 0 29 71
Hyundai 0 0 0 33 67
Ford 0 0 0 19 81
Fiat 27 40 30 3 0
TATA 52 43 5 0 0

Analysis & Interpretation:

(The study is restricted only to “Volkswagon , LUCKNOW shakti, Lokapur Tata
Motors & Vijay shakti” )
33% of the respondents says that “Tv ads” of Volkswagon are Bad & 67% of
them says that it is Very bad. 29% of the respondents says that “Tv ads” of Vijay
shakti are Bad & 71% of them says it is Very bad. 33% of the respondents says that
“Tv ads” of LUCKNOW shakti are Bad & 67% of them says that it is Very bad. 33%
of the respondents says that “Tv ads” of Lokapur Tata Motors are Bad & 67% of them
says it is Very bad. This shows that Tv ads of the Volkswagon is very bad, then
comes vijay shakti , LUCKNOW shakti & last Lokapur Tata Motors.
17.(c) Rate the brands on the basis of their Advertisement-“Newspaper/Magazine”?

Very
Contents Very Good Good Average Bad bad
Tata Motors 0 4 67 29 0
Maruti Suzuki 0 0 0 17 83
Hyundai 0 0 9 84 7
Ford 0 0 11 17 72
Fiat 17 67 11 5 0
TATA 17 37 44 2 0

Analysis & Interpretation:

(The study is restricted only to “Volkswagon , LUCKNOW shakti, Lokapur Tata
Motors & Vijay shakti” )
4% of the respondents says that “Newspaper/Magazine” of Volkswagon is Good,
67% of them says it is Average & 29% of them says it is Bad. 17% of the respondents
says that “Newspaper/Magazine” of jay shakti is Bad & 83% of the respondents says
that it is Very bad. 9% of the respondents says that “Newspaper/Magazine” of
LUCKNOW shakti is Average, 84% of them says it is Bad & 7% of them says it is
Very bad. 11% of the respondents says that “Newspaper/Magazine” of Lokapur Tata
Motors is Average, 17% of them says it is Bad & 72% of them says it is Very bad. It
is interpreted that Volkswagon Ranks first in “Newspaper/Magazine” ads then comes,
LUCKNOW shakti, vijay shakti & lokapur Tata Motors.
17.(d) Rate the brands on the basis of their Advertisement-“Wall paintings”?

Very
Contents Very Good Good Average Bad bad
Tata Motors 0 6 43 51 0
Maruti Suzuki 0 0 0 15 85
Hyundai 37 59 4 0 0
Ford 0 47 31 22 0
Fiat 11 17 59 9 4
TATA 30 41 29 0 0

Analysis & Interpretation:

(The study is restricted only to “Volkswagon , LUCKNOW shakti, Lokapur Tata
Motors & Vijay shakti”)
6% of the respondents says that “Wall paintngs” of Volkswagon are Good, 43%
of them says it is Average & 51% of them says it is Bad. 15% of the respondents says
that “Wall paintngs” of Vijay shakti is Bad & 85% of them says it is Very bad. 37%
of the respondents says that “Wall paintngs” of LUCKNOW shakti is Very good, 59%
of them says it is Good & 4% of them says it is Average. 47% of the respondents says
“Wall paintngs” of lokapur Tata Motors is Good, 31% of them says it is Average &
22% of them says it is Bad. This shows that “Wall paintings” of LUCKNOW Tata
Motors ranks first as compared to their competitors Lokapur Tata Motors come next,
then Volkswagon & at last Vijay shakti .
17.(e) Rate the brands on the basis of their Advertisements-“Trade Shows”?

Very
Contents Very Good Good Average Bad bad
Tata Motors 0 4 16 57 23
Maruti Suzuki 0 0 0 18 82
Hyundai 0 7 19 68 6
Ford 0 0 39 47 24
Fiat 7 15 65 13 0
TATA 11 21 53 15 0

Analysis & Interpretation:

(The study is restricted only to “Volkswagon , LUCKNOW shakti, Lokapur Tata
Motors & Vijay shakti”)
4% of the respondents says that “Trade shows” of Volkswagon are Good, 16% of
them says it is Average, 57% of them says it is Bad & 23% of them says it is Very
bad. 18% of the respondents says that “Trade shows” of vijay shakti are Bad & 82%
of them says it is Very bad. 7% of the respondents says that “Trade shows” of
LUCKNOW shakti is Good, 19% of them says it is Average, 68% of them says it is
Bad & 6% of them says it is Very bad. 39% of the respondents says that “Trade
shows” of Lokapur Tata Motors is Average, 47% of them says it is Bad & 24% of
them says it is Very bad. So it is clear that LUCKNOW shakti is having good “Trade
shows” then comes Volkswagon , then Lokapur Tata Motors & last Vijay shakti.
18. Any offers or extra benefits seek from Volkswagon on bulk purchases

Frequency Percent
Contents
Not use 46 46
Yes 51 50
No 3 3
Total 100 100

Analysis & Interpretation:

51% of the respondents seek Offers & Extra benefits from Volkswagon on bulk
purchase & 3% of them says no. 46% of them wont purchase Volkswagon . So it is
clear that 51% of the respondents seek offers & Extra benefits from Volkswagon &
only 3% of them wont seek any offers & extra benefits from Volkswagon .
19. Offers & Extra benefits received from Tata Motorss

Frequency Percent
Contents
Not use 46 46
Discount/offers 46 46
Incentives 6 6
Buying allowances 2 2.0
Total 100 100.0

Analysis & Interpretation:

46% of the respondents says they receives Discounts/Offers from Volkswagon

on bulk purchase, 6% of them says Incentives & 2% of them says Buying allowances.
This shows that 46% of the respondents receive Discounts/offers as extra benefit from
Volkswagon & 6% of they seek Incentives & 2% of them receives Buying allowance
from Volkswagon on bulk purchase as a Extra benefit.
20. Are you satisfied with the offers & schemes provided by the Volkswagon ?

Frequency Percent
Contents
Not use 46 46
Yes 50 50
No 4 4
Total 100 100.0

Analysis & Interpretation:

50% of them says they are satisfied with the offers & schemes provided to them
by Volkswagon & 4% of them says that they are not satisfied with it. So it is clear
that majority of them are satisfied. 50% of them says that they are satisfied with the
offers & schemes provided by the Volkswagon & only 4% of them says they are not
satisfied with the offers & schemes provided by the Volkswagon .
22. Role of Advertising & Sales promotion activities in Tata Motors industry

Frequency Percent
Contents
Extremely important 58 52
Important 42 42
Total 100 100.0

Analysis & Interpretation:

58% of the respondents says that Advertising & Sales promotion activities are
Extremely important & 42% of them says that it is important. This shows that 58% of
the respondents says that Advertising & Sales promotion activities are Extremely
important in Tata Motors industry & 42% of the respondents also saying that it is
important.
FINDINGS
 FINDINGS

 I found from secondary data that “Trade shows, Trade allowances & Contents

& Incentives” & “Wall paintings & Print Media” these are Advertisement &

sales promotion Activities adopted by Volkswagon

 48% of the respondents use Tata Motors, 25% of them use MARUTI SUZUKI

Tata Motors & 4% of them use Volkswagon

 It is found that 80%, 10% & 7% of the respondents look after Quality, Easily

availability & Reasonable Price while purchasing competitors brand Tata

Motors. & While purchasing Volkswagon 17% of the respondents are

influenced by Price, 15% from Quality & 6% from Easily Available

 96% of the respondents get some Extra Benefit from competitors brand on

bulk purchase. Even I found that 51% of the respondents also seek Extra

benefits from Volkswagon on bulk purchase

 It is found that 58% of the respondents seek Discounts/offers from the

competitors brand, & 27% of the respondents seeks Price offs. Even I found

that 46% of the respondents also receives Discounts/Offers from Volkswagon

 96% of the respondents are satisfied with the schemes & offers provided by

the competitors brand to the respondents. & 50% of the respondents are also

satisfied with the offers & schemes provided by Volkswagon

 It is found that 80% of the respondents are come to know about the

competitors brand through the sources of Advertisement,17% through Sales

person. & also 20% of the respondents come to know about the Volkswagon

brand through advertisement, &16% from Sales person

 48% of the respondents come to know about the competitors brand through

Advertisements mainly from Tv ads, 24% of them come to know about the

particular brand through Wall Paintings. Even 15% of the respondents came

to know about the Volkswagon brand through Wall Paintings

 28% of the respondents come to know about the competitors brand from the

following Tv ads Star Tv, 16% from Chandana Tv, 3% from Udaya Tv & 1%

from ETv Kannada.

 Among Newspaper & magazine 2% of the respondents come to know about

the competitors brand from Vijay Karnataka, 2% from Prajavani, 2% from

Times of India & 2% from Deccan Herald

 54% of the respondents are Aware of the Volkswagon brand & 46% of them

are not Aware of the Volkswagon

 34% of the respondents says that Volkswagon brand is Good & 20% of them

says it is Average
 46% of the respondents Agree with the opinion that Advertising plays a very

vital role in purchasing competitors brand Tata Motors, 40% of them Strongly

Agree with this opinion.

 It is found that 6% of the respondents says that “Hoardings” of Volkswagon

are Good, 10% says that it is Average, 7% of the respondents says that

“Hoardings” of Vijay shakti is Good, 8% says it is Average. 7% of the

respondents says that “Hoardings” of LUCKNOW shakti is Good, 17% of

them says it is Average, 21% of the respondents says that “Hoardings” of

Lokapur Tata Motors is Good, 9% says it is Average

 33% of the respondents says that “Tv ads” of Volkswagon are Bad, 29% of

the respondents says that “Tv ads” of Vijay shakti are Bad, 33% of the

respondents says that “Tv ads” of LUCKNOW shakti are Bad, 33% of the

respondents says that “Tv ads” of Lokapur Tata Motors are Bad

 4% of the respondents says that “Newspaper/Magazine” of Volkswagon is

Good, 67% of them says it is Average, 17% of the respondents says that

“Newspaper/Magazine” of Vijay shakti is Bad, 9% of the respondents says

that “Newspaper/Magazine” of LUCKNOW shakti is Average, 11% of the

respondents says that “Newspaper/Magazine” of Lokapur Tata Motors is

Average

 6% of the respondents says that “Wall paintngs” of Volkswagon are Good,

43% of them says it is Average, 15% of the respondents says that “Wall
 paintngs” of Vijay shakti is Bad, 37% of the respondents says that “Wall

paintngs” of LUCKNOW shakti is Very good, 59% of them says it is Good,

47% of the respondents says “Wall paintngs” of lokapur Tata Motors is Good,

31% of them says it is Average

 4% of the respondents says that “Trade shows” of Volkswagon are Good, 16%

of them says it is Average, 18% of the respondents says that “Trade shows” of

vijay shakti are Bad & 82% of them says it is Very bad. 7% of the respondents

says that “Trade shows” of LUCKNOW shakti is Good, 19% of them says it is

Average, 39% of the respondents says that “Trade shows” of Lokapur Tata

Motors is Average,

 58% of the respondents says that Advertising & Sales promotion activities are

Extremely important & 42% of them says that it is important

LIMITATIONS OF THE STUDY
 Limitations Of The Study

 The research study is confined only to LUCKNOW city

 The sample was chosen randomly which might not be the actual

representatives of the total population, due to which there may be an error

 Information is partially based on secondary data & hence authenticity of the

study can be visualized & is measurable

CONCLUSIONS
 CONCLUSION

From this study it is concluded that both Advertising & Sales Promotion

activities plays a vital role in Tata Motors industry. But we must determine which

Advertisement strategies should be adopted to acquire potential customers & beat the

competitors. Here Advertisement like; Wall paintings, Hoardings & also Newspapers

should be adopted & also Two Important Advertisements like; “Sales person & Trade

Shows” plays a very vital role in Tata Motors industry mainly in LUCKNOW city as

it is local area. This counts much to get the brand recognition & brand awareness &

also make brand Identity in the local market. Competitors like LUCKNOW Shakti

who is the main competitor in the Tata Motors industry in “LUCKNOW city” so try

to benchmark it.

As there is lack of effectiveness in the Advertisement adopted by Keshav

Tata Motors. So improve it by using the above strategies suggested.

 SUGGESTIONS

&

RECOMMENDATIONS
 SUGGESTIONS

 From the study I found that 86% of the respondents says that Advertisement &

sales promotion activities plays a very vital role in purchasing the competitors

Tata Motors. Though customers see Quality first while purchasing the Tata

Motors, but to know the quality of the brand they must use it, for that they

must first know which brands is available in the market, for which

advertisement is essential. So both advertising & sales promotion activities

plays a vital role in purchasing the Tata Motors.

 I found from secondary that “Trade shows, Trade allowances & Contests &

Incentives” & “Wall paintings & Print Media like;Newspapers”these are

Advertisement & sales Promotion Activities adopted by the Volkswagon to

promote their brand. But only 54% of the respondents are aware about the

Volkswagon brand. Inspite of all these Advertising & Sales Promotion

activities nearly 50% of the respondents are not aware about the Volkswagon

brand. This shows that there is lack of Advertisements. Advertising done by

the Volkswagon is not at all effective So you have to improve the

Advertisements like; using Hoardings & doing Wall paintings in the crowded

areas where thousands of people were moving daily, find such places & do the

wall paintings & Hoardings their. & also use print Media ads like; giving ads

in local Newspapers –‘Vijay Karnataka & Prajavani’. Trade shows(Technical

Meets) mainly of “Engineers Contractors, Dealers & Masons” is also one of

the effective advertising technique. Where ‘sales person’ plays a very

important roleSo Try to do Trade shows once in every Three months & do
 follow up. It will help to position in the minds of the customers your brand &

make the brand awareness & Identity in the market.

 LUCKNOW shakti , Vijay shakti & Lokapur Tata Motors are the rivals for

Volkswagon , among which LUCKNOW shakti has used very Good

Advertisements & Sales promotion strategies, & acquired maximum

customers in LUCKNOW city. As compared to LUCKNOW shakti,

Volkswagon sales promotion strategies are good but it only lacks in

Advertisements. So adopt the Advertisement & sales promotion strategies

given above to beat the competitor.

 The main factor influencing customers to purchase their product is Quality,

then later comes Price & Easily availability. So there is great opportunity for

the Volkswagon if they improve & maintain quality, others ‘price & easily

availability’ is already there. So Improve & maintain Quality.

BIBLIOGRAPHY
 BIBLIOGRAPHY

1. Marketing Management
By: Philip Kotler

2. Marketing Research
By: A. Parsuraman

3. Advertising & Sales Promotion

By: Belch & Belch

4. Websites
 www.google.com
 www.katwa.com
 www.icra.in
 www.hindu.com
 www.cemnet_com
 www.ibef.com
 www.fundoodata.com
 www.economywatch.com

5. Newspapers & Magazines

 Economic times
 Times of India
 Business World (magazine)

6. Materials
 Company Broachers & Reports
ANNEXURES
 QUESTIONNAIRE

Dear Sir/Madam

Name __________________________________________________________

Type of Respondent: Engineer/Dealer/Contractor/Mason

Name of the Firm _________________________________________________

Address __________________________________________________________

Telephone/Mobile No ______________________________________________

1. Which brand of Tata Motors do you prefer or advice others to use?

a) LUCKNOW Shakti b) Vijay Shakti

c) Lokapur Tata Motors d) Keshav Tata Motors

e) MARUTI SUZUKI Tata Motors f) Ultratech Tata

Motors

g) Others _______________
2. What made you to purchase that particular brand Tata Motors?

a) Quality b) Reasonable Price

c) Advertisement d) Discounts/Offers

e) Easily Available f) Others _______________________

3. Do you seek some extra benefit from that particular company on bulk

purchases?

a) Yes b) No c) Not at all

4. If yes then mention it?

a) Discounts/Offers b) Incentives

c) Trade allowances d) Trade shows

e) Training programs f) Price offs

g) Premiums
5. Are you satisfied with the schemes or offers company provides to you?

a) Yes b) No

6. If No, then mention the schemes & offers you are expecting from the

particular company?

7. How do you come to know about that particular brand?

a) Advertisement b) Sales person

c) Friends/Relatives d) Others ______________

8. If Advertisement, then mention the type?

a) Hoardings b) TV Ads

c) Wall paintings d) News papers/Magazines

d) Others _________________________

9. If TV Ads then mention which channels?

a) E tv Kannada b) Uday tv
c) Surya tv d) Star tv

e) Chandana Tv f) Others ______________________

10. If News paper, then mention it?

a) Vijay Karnataka b) Prajavani

c) Sainyukt Karnataka d) Times of India

e) Deccan Herald f) others _________________

11. Are you aware of ‘Volkswagon ’?

a) Yes b) No c) Not at all

12. If yes, then how you come to know about the Volkswagon ?

a) Advertisement b) Sales person

c) Friends/Relatives d) Others___________________

13. If Advertisement then mention the type?

a) Tv Ads b) Hoardings
 c) Wall paintings d) Newspaper/Magazine

e) Trade shows f) Others __________________

14. Rate the Volkswagon brand?

Excellent Good Average Bad Very bad

15. What influenced you to purchase the Volkswagon ?

a) Quality b) Price

c) Advertisement d) Discounts/Offers

e) Easily available f) Others _______________

16. If Advertisement, then mention it?

a) Hoardings b) Tv Ads

c) Wall paintings d) Newspaper/Magazine

e) Trade shows

17. Advertising plays a very vital role in purchasing the particular brand Tata Motors?

What is your opinion?

a) Strongly agree b) Agree

c) Disagree d) Strongly disagree

 e) Neither agree nor disagree

18. Rate the brands on the basis of their advertisements?The study is restricted only to

“Volkswagon , vijay shakti, LUCKNOW shakti, lokapur Tata Motors”)

a) 10 – very good b) 8 – Good

c) 6 – Average d) 4 – Bad

COMPANIES/BRANDS

ADVERTISEM Volkswagon Vijay LUCKNOW Lokapur Tata MARUTI Ultratech

ENT shakti shakti Motors SUZUKI Tata Motors

Tata Motors

Hoardings

Tv Ads

Newspaper/Mag

azine

Wall paintings

Trade shows

e) 1 – Very bad

19. Do you seek any offers or extra benefits from Volkswagon on bulk or often

purchases?
 a) Yes b) No

20. If yes, then mention it?

a) Discounts/Offers b) Incentives

c) Buying Allowances d) Training programs

e) point of purchase f) Bonus packs

displays g) Others _____________________

21. Are you satisfied with the offers or schemes provided by the Volkswagon to you?

a) yes b) No

22. Advertising & sales promotion activities plays a vital role in Tata Motors

industry? What do you say?

a) Extremely important b) Important

c) Not very important d) Not at all important

23. Your Suggestion if any to Volkswagon industry?

_________________________________________________________________

__________________________________________________________________

THANK YOU

Place : Signature

Date :