TERM PAPER

Marketing Management

Topic- Canera Bank

SUBMITTED TO- Mr. Rohan Sharma

SUBMITTED BY:-
NAME- Karan Bansal
ROLL NO- RV8901 “A29”
SUB CODE- MGT-514
REG NO- 10903513
Lovely School of Hospitality

Declaration

Term Paper Title: History and Future of Indian sports

Course Code: MGT-514

Course Instructor: Mr.Rohan Sharma Date of Allotment:

Date of submission: 21-04-2010 Section No.: RV 8901

Student’s Roll Number: A 12

Declaration:

I declare that this assignment is my individual work. I have not copied

from any other student’s work or from any other source except where due
acknowledgement is made explicitly in the text, nor has any part been written for me by
another person.

Student’s Sign: Arun Pathania

Evaluator’s Comments:
___________________________________________________Marks obtained:
____________ out of __________________
Acknowledgement

First of all I would like to take this opportunity to thank the Lovely School of

Management for having this TERM PAPER as a part of our curriculum.

The term paper on ‘History and Future of Indian sports’ prepared by me could not have

been completed without the moral support of our ‘LECTURER Mr. Manish Rajput’. A

Special Thanks to her for guiding our efforts to perfection.

Next, I would like to express my sincere ineptness to WIKIPEDIA.org and Google for
providing us with all the necessary information for completion of this term paper.

Finally, I would like to thank all my friends for their encouragement and good wishes.
Context
About Canera Groups
Canera bank
Marketing Plan
• Definition

• Swot analysis

• Vision
• Objective
• Market definition and segmentation
 Target market strategy
 Consumer analysis
• Marketing Mix
 Product
 Price
 Pricing Strategy
 Promotion
 Advertising (strategy)
 Distribution
• Competition analysis
 Competitive advantage
 Competitive reaction
• Production of Swach
• Manufacturing and Distribution cost
• Service
•
CANERA BANK GROUP
Canera Bank Group is one of India's largest and most respected business groups.The
Group gave India her first steel plant, hydro-electric plant, inorganic chemistry plant and
created a reservoir of scientific and technological manpower for the country. Its Trusts
have instituted the Tata Institute of Social Sciences in 1936; India's first cancer hospital,
the Tata Memorial in 1941, and in 1945, the Tata Institute of Fundamental Research,
which became the cradle of India's Atomic energy program. Today, Tata Group
comprises 96 operating companies in seven business sectors: information systems and
communications; engineering; materials; services; energy; consumer products; and
chemicals. The Group has operations in more than 54 countries across six continents,
and its companies export products and services to 120 nations.

Canera Group Companies

The two Promoter companies of Tata Group are: Tata Sons and Tata Industries. Tata
Sons is the promoter of all key companies of the Tata Group and holds the bulk of
shareholding in these companies. Tata Sons is the owner of the Tata name and the Tata
trademark, which are registered in India and several other countries. Tata Industries was
set up by Tata Sons in 1945 as a managing agency for businesses it promoted. Tata
Industries' mandate was recast, in the early 1980s, to promote the Group's entry into new
and high-tech areas.

Now Tata groups operates in different sector such as

1. Engineering

(a) Automotive:

* Tata AutoComp Systems

Subsidiaries / associates / joint ventures: Automotive Composite Systems

International, Automotive Stampings and Assemblies, Knorr Bremse Systems for
Commercial Vehicles, TACO Engineering, TACO Faurecia Design Centre, TACO
Hendrickson Suspension Systems, TACO Interiors and Plastics Division,
TacoKunststofftechnik, TACO MobiApps Telematics, TACO Supply Chain
Management, TACO Tooling, TACO Visteon Engineering Center, Tata Ficosa
Automotive Systems, Tata Johnson Controls Automotive, Tata Toyo Radiator, Tata
Yazaki AutoComp, TC Springs, Technical Stampings Automotive

* Tata Motors

Subsidiaries / associates / joint ventures: Concorde Motors, HV Axels, HV

Transmissions, Nita Company, TAL Manufacturing Solutions, Tata Cummins, Tata
Daewoo Commercial Vehicles Company, Tata Engineering Services, Tata Precision
Industries, Tata Technologies, Telco Construction Equipment Company

(b) Engineering Services

* Tata Projects
 * TCE Consulting Engineers

* Voltas

(c) Engineering Products

* TAL Manufacturing Solutions

* Telco Construction Equipment Company

* TRF

2. Materials

(a) Composites

* Tata Advanced Materials

(b) Metals

* Tata Steel

Subsidiaries / associates / joint ventures: Hooghly Met Coke and Power Company,
Jamshedpur Injection Powder (Jamipol), Lanka Special Steel, mjunction services,
NatSteel, Sila Eastern Company, Tata Metaliks, Tata Pigments, Tata Ryerson, Tata
Sponge Iron, Tata Refractories, Tayo Rolls, The Indian Steel and Wire Products, The
Tinplate Company of India, TM International Logistics, Wires Division.

3. Energy

(a) Power

* Tata BP Solar India

 * Tata Power

Subsidiaries / associates / joint ventures: Tata Ceramics, Tata Power Trading, North
Delhi Power Limited

(b) Oil & Gas

* Tata Petro dyne

4. Chemicals

* Rallis India

* Tata Chemicals

* Tata Pigments

5. Services

(a) Hotels and Realty

* Indian Hotels (Taj group)

Subsidiaries / associates / joint ventures: Taj Air , Roots Corporation (Ginger

Hotels)

* THDC

(b) Financial Services

* Tata AIG General Insurance

* Tata AIG Life Insurance

* Tata Asset Management

* Tata Financial Services

 * Tata Investment Corporation

(c) Other Services

* Tata Quality Management Services

* Tata Services

* Tata Strategic Management Group

6. Consumer Products

* Infiniti Retail

* Tata Tea

Subsidiaries / associates / joint ventures: Tetley Group, Tata Coffee, Tata Tetley,
Tata Tea Inc

* Tata Ceramics

* Tata McGraw Hill Publishing Company

* Titan Industries

* Trent

7. Information Systems and Communications

(a) Information Systems

* Nelito Systems

* Tata Consultancy Services

Subsidiaries / associates / joint ventures: APONLINE, Airline Financial Support

Services, Aviation Software Development Consultancy, CMC, CMC Americas Inc,
Conscripti, HOTV, Tata America International Corporation, WTI Advanced
Technology

* Tata Elxsi
 * SerWizSol

* Tata Interactive Systems

* Tata Technologies

(b) Communications

* Tata Sky

* Tata Teleservices

* Subsidiaries / associates / joint ventures: Tata Teleservices (Maharashtra), Tata

Internet Services

* VSNL

* Tatanet

(c) Industrial Automation

* Nelco

Subsidiaries / associates / joint ventures: Tatanet

Tata water purifier “Swach”

Tata is best known as for the low cost product. Recently Tata groups has launched its
the world cheapest one lakh car i.e Nano. Now the company had came with the low cost
water purifier in the market. It is considered as world cheapest water purifier.

Tata Industries, an incubator of ideas and an investor in sunrise industries, has identified
opportunities in water, including making seawater drinkable and purifying sewage into
potable water. Interestingly, group firm and home appliances maker Voltas, also
undertakes water management and treatment projects. Tata Projects is setting up
drinking water plants to treat subterranean water polluted by fluoride (defoliation units)
in rural areas of Andhra Pradesh and Rajasthan, as part of a community initiative.
Swach means “clean” on Hindi. Is very affordable cost for the poor people of India
which cannot afford highly purifier present in the market so it will save the lives of
millions of people who die each year of waterborne diseases.

This will be considered as boon for the rural area people as they can acess the clean
drinking water at low cost. Swach is convenient to use. It produces clean and safe water
without using electric power or running water, which is often not available in rural
areas. The cartridge bulb is packed with a purification medium which has the capability
to kill bacteria and disease-causing organisms.

For Swach we are going to make a Marketing Plan

A marketing plan is a written document that details the necessary actions to achieve one
or more marketing objectives. It can be for a product or service, a brand, or a product
line. Marketing plans cover between one and five years. A marketing plan may be part
of an overall business plan. Solid marketing strategy is the foundation of a well-written
marketing plan. While a marketing plan contains a list of actions, a marketing plan
without a sound strategic foundation is of little use.

Marketing plan

Swot analysis
Strength

• Low cost product

• Advance technology
• Targeting to rural areas
• No requirement of electricity and running water
• Uses paddy husk ash which is widely available in India.

Weakness

• Can only prevent bacteria but other problem but cannot clean arsenic such as
arsenic and fluoride contamination in water.
• New for the rural areas.
• Huge distribution cost as the rural areas are dispersed.

Opportunities

• Can reach in the house of every rural area.

• Huge market potential as targeted to the rural areas and 60-70
• Can prevent many water born diseases.
• Can become no.1 water purifier by making it capable of purifying arsenic and
fluoride contamination.

Threats

• Should face severe competition from already established water purifiers.

• May not capture the rural market due to economic problem of rural areas.
• Could not be well accepted in the rural areas.

Vision

Pure drinking water is basic human need of people. Most of people get water broune
disease due to the contaminated water. Poor quality of drinking water is one of the
global problem. In context of India, there is lack of supply of water in most of cities and
the water which is supplied is contaminated. There is rapid industrialisation which is
also contributing for the degradation of water.

So people get diseases like diarrhoea, cholera, etc. due to drinking of contaminated
water. Most of affected area is the rural areas and low income group in the urban areas.

So company has came with water purifier with low cost to serve the people, so that they
can get clean drinking water.

Objectives

Some 1.2 billion people globally don't have access to safe water, according to a
2006 UNDP report. Almost 80 per cent of diseases in developing countries are
associated with water, causing some 3 million early deaths, according to a 2009
UNESCO report. In India alone, 380,000 children die each year from diarrhea,
according to UNICEF.

The main objective to come with the solution of this global problem. To become
the market leader in the field of safe drinking water provider and serve the people.

Market definition and segmentation

India has huge rural market about 60-70 % of people live in the rural area. The income
level in the higher class in rural and lower level class of urban area has average income.
So the potential market of swach is high.

Now after having the analysis of available of the potential market the market can be
divided into different segments. There are different basis of segmentation of market for
product such as geographical, psycho graphical, behavioural and demographic variables.
Here for the potential market of water purifier can be segmented on the basis of
geographical and behavioural variables.

In the geographical segmentation we can divide the potential customer in the in terms of
density in rural and urban lower level people.

In the behavioural segmentation we can divide the people having high, average and low
income group which has direct impact on the purchasing behaviour of people. After
having properly segmenting the market the next step is to select target market

For the Tata water purifier the target market is the people in urban areas having low
income and in rural areas. Especially to the place where there is low quality supply of
water.

Now having targeted the product in the segmented market the next step is to create the
image of product in market. As we know that Tata is already established brand in the
market so the product will be easily positioned in the mind of customer.

Target market strategy

We cannot survive just waiting for the customer to come to us. Instead, we must get
better at focusing on the specific market segments whose needs match our offerings.
Focus on targeted segments is the key to our future.

Therefore, we need to focus our marketing message and our product offerings. We need
to develop our message, communicate it, and make good on it.

Consumer analysis

The target group of consumers for this product are those who has problem of safe
cleaning drinking water who are situated in the urban and rural areas. They are affected
by diseases which are generally caused by unsafe drinking waters. Such as diarrhoea,
cholera etc there are also different disease which directly affect the children.
If we see the income level of these consumers it is between 2000-3000 pm. They don’t
have purchasing power of the water purifier which a have high cost. And they cannot
afford the maintenance of high cost water purifier. So they are bound to use traditional
filters which are totally unsafe.

Marketing mix

After having target market and its strategy the next step is to create the marketing mix
for the targeted customer.

1. Product

Here we have product named Swach by tata groups. It is

the product manufactured by the Tata Chemicals by doing research for no. of
years.

Each filter for the Tata Swach, which is packaged as a 19-liter, teal and white
plastic box, having the filter cost 299. It will purify 800 gallons (3000) litres -
about enough to provide a family of five, drinking water for a year.

It also doesn’t require any access to running water or electricity and saves Rs
2000 and with a replaceable battery kit costing Rs 365.
 The filter uses paddy husk ash as a matrix, bound with microscopic particles of
silver to kill the bacteria that cause 80 percent of waterborne disease, executives
said.

Paddy husk ash has long been known for its cleansing properties -- it has been
used traditionally for tooth washing -- and India produces about 20 million tons
of it a year.

2. Price

Tata has came with Swach which is easily affordable by rural masses. The
product has two price tags i.e. Rs 749 and Rs 999. Both are below the one
thousand price line. It is considered as the cheapest water purifier in the world. It
is giving the quality of water as of its biggest competitor Puriet which is priced
at Rs 2000 a piece.

Pricing

The pricing strategy followed by Tata for its water purifier will be market
penetration. In this pricing strategy the price is kept very low so that it penetrate
deep in the market.

The price of Swach is very low than the other products in this market. As it is
targeted for the rural areas, and it will help to penetrate the rural areas with the
low price.

When we see the at the Michael Poter competitive advantage model company
will follow

Cost leadership strategy.

A COST LEADERSHIP STRATEGY is based on the concept that you can

produce and market a good quality product or service at a lower cost than your
competitors. These low costs should translate to profit margins that are higher
than the industry average. Some of the conditions that should exist to support a
 cost leadership strategy include an on-going availability of operating capital,
good process engineering skills, close management of labor, products designed
for ease of manufacturing and low cost distribution.

The competitors and the lowest price offered

Aquaguard RO Rs 3865/-

Puerit Rs 2000/-

Promotion

There are two strategies the company follows while having the promotional
activities such as

• The PUSH STRATEGY maximizes the use of all available channels of

distribution to "push" the offering into the marketplace. This usually requires
generous discounts to achieve the objective of giving the channels incentive to
promote the offering, thus minimizing your need for advertising.
• The PULL STRATEGY requires direct interface with the end user of the
offering. Use of channels of distribution is minimized during the first stages of
promotion and a major commitment to advertising is required. The objective is
to "pull" the prospects into the various channel outlets creating a demand the
channels cannot ignore.

For the Swach, push strategy will be used as this type of product is almost new to
the rural market so the distributional channels will be used so that people can get
easy access to this product. Swap will be made available in the local market.

Advertising

There are different medium for have advertising such as t.v, radio news paper,
magines, trade fairs etc. all the medium of advertisement will be used.
 As we know that Swach is targeted in rural areas and most of rural people are not
well educated so along with the advertisement in mass media, personal promotion
will be also be used. So that information about the product can be given to general
people.

The strategy in the advertising will be

• Product comparison advertising

The comparison about the quality of water will be focussed in comparison to

the competitors offering at the price.

• Product Family advertisement

The family of product will be focussed in the advertisement. This will really
make much difference as Tata has very good reputation in India.

Distribution

As this product is new for the rural market. So huge distribution channels will be used
reach each and every corner of Indian rural areas.

Tata is well established in the Indian market and it has huge distribution channel for its
different product so Tata group plans to distribute the purifier using distribution
networks of Rallis, Tata's agrochemical subsidiary with over 30,000 retailers in rural
India, and Tata Kisan Sansar, a farm services business run by Tata Chemicals, which
reaches 2.5 million farmers.

Competitive analysis

The water purification market in recent years has caught the attention of multinationals.
Hindustan Unilever launched Pureit in 2005, while Philips India launched Philips
Intelligent Water Purifier in 2007. Aquaguard continues to be the leader in this category,
where the penetration of water purifiers is a mere 2.5 %.

The main manufactures of water purifier in India are

• Eureka Forbes
• Philips
• Kent
• Usha Brita
• Jaipan
• Kenstar
• Maharaja Whiteline
• Orpat zero

There are different brands of water purifier in India such as

3. Alfa Water Purifiers

4. Aqua Water Purifiers
5. Astonik Water Purifiers
6. Bajaj Water Purifiers
7. Crompton Greaves Water Purifiers
8. Eureka Forbes Water Purifiers
9. Hemkund Water Purifiers
10. Hindustan UniLever Limited Water Purifiers
11. IKEA Magic
12. Jaipan Water Purifiers
13. KenStar Water Purifiers
14. Kent Water Purifiers
15. Maharaja Whiteline Water Purifiers
16. Micro Water Purifiers
17. Modi Hoover Water Purifiers
18. Moniba Anand Water Purifiers
19. Orpat Water Purifiers
 20. Philips Water Purifiers
21. Pristine Water Purifiers
22. Resiline Water Purifiers
23. Sintex Water Purifiers
24. Ultra Care Water Purifiers
25. Ultra Guard Water Purifiers
26. Usha Brita Water Purifiers
27. Usha Water Purifiers
28. Guard Water Purifiers
29. Videocon Water Purifiers
30. WaterDoc Water Purifiers
31. Zero Water Purifiers

There is large no. of manufactures producing different water purifier in India. So Tata
Swach has fierce competition.

Competitive advantage

Swach is only the water purifier in India which is priced below 1000 price line. Its next
competitor is Hindustan Lever Limited’s Pureit which has the price tag of 2000. So
swach is getting the competitive advantage on the price.

It's cheaper than boiling water, cheaper than bottled water, and 2.5 times less expensive
than Hindustan Unilever's low-cost Pureit filter, according to data provided by the
companies.

And no other water purifier has been targeted for rural masses. But the Swach is made
taking care of the purchasing power of rural people and rural area is still un explored in
this sector so Swach will get advantage of mass potential consumer.

Tata group is one of the popular brand in India almost all people knows Tata due to the
auto mobile. Swach will get benefit of reliability of people about the Tata Group.

Tata has huge distribution channels of distribution and has excess to every corners of
India. The cost of distribution will also be advantage of Tata against its competitor.
Competitive reaction

By positioning Swach as the low cost and cost effective product may also start cost
cutting in the price of water purifier. Or may competitor may come with the similar type
of product with similar price level. So to take with that Tata has planned for the
alternative strategy to have high promotional activities.

Production of Swach

The initial production of will be 1 million units a year from a Tata Chemicals plants
Halida, West Bengal, with a planned ramp up to 3 million units annually with in five
years.

We have planned to invest 1 billion rupees in the project over the next 5 years and
eventually export the filter to Africa.

Manufacturing and distribution cost

For manufacturing and distribution of Swach company has planned to invest Rs

100 crore. Swach will debut in Maharashtra, Karnataka and west Bengal and will be
launched in other states.

It has been planned to market the purifier using the network of rallis, Tata’s
agrochemical subsidiary with over 30,000 retailers in rural India and Tata Kisan Sansar,
a farm services business run by Tata Chemicals which reaches 2.5 million farmers.

Services with Swach

This product is having sophisticating technology so for the installation of the product the
technician will be sent form Tata. It will have 1 year guarantee and free services period .
Within this period if any problem with the operation of the purifier the technician will
repair with in 48 hrs of complaint. If it is not possible to make there then it will be
replaced with in further 3 days.

Biblography

Marketing management by Philip Kotler.

http://en.wikipedia.org/wiki/Marketing_plan

http://www.precisionmanage.com/graphics/marketing_plan.gif

http://www.indiasummary.com/2009/12/08/tata-group-launched-tata-swach-
tata-water-purifier-tata-swatch-price-in-india/

http://www.tata.co.in/

http://en.wikipedia.org/wiki/Tata_Group