A Summer training report submitted in partial fulfillment of the requirement for the degree of
BACHELOR OF BUSINESS ADMINISTRATION
PROJECT REPORT ON A Study on Customer Satisfaction with respect to services provided by Tata Motors
Submitted By !i"sha #yer Enrollment No$ %&'(%)%'*'' INTERNAL GUIDE
EXTERNAL GUIDE
Name +s Sa"shi ,oel
Name +r Shi-endra .umar
!esignation Assistant Professor
!esignation Sales +anager
Trinity Institute of Professional Studies Affiliated To uru uru o!ind Sin"# Sin"# Indra$rast#a Indra$rast#a Uni%ersity
1
TO WHOM SO EVER IT MAY CONCERN
This is to /ertify that the pro0e/t 1or" “A Study on Customer Satisfaction with respect to services provided by tata motors” made by !i"sha #yer2 enrollment no$3%&(%)%'*'% is an
authenti/ 1or" /arried out by him under guidan/e and super-ision of Sakshi Goel.
The pro0e/t report submitted has been found satisfa/tory for the partial fulfillment of the degree of Ba/helor of Business Administration$
nternal Supervisor
+s Sa"shi
Signature
2
Certificate
T! "#!M T MA$ C!%C&'%
This is to certify that that Diksha Iyer daughter daughter of Late G.S. Chander Chander pursuing BBA from Trinity Institute f !rofessiona" Studies has successfu""y comp"eted his internship in #I$ $otors !%t. Ltd from11 &une' 2(1) to 2* &une' 2(1).
!uring his training tenure in the /ompany 2 1e found her hard 1or"ing2 sin/ere and diligent person and his beha-iour beha- iour 4 /ondu/t 1as -ery -er y good during the training$ trainin g$
5e 1ish him all the best for his future endea-ours$
S6#7EN!RA .8+AR SA9ES +ANA,ER 6#+ +OTORS P7T 9T!
)
(&C)A'AT!%
# hereby de/lare that the follo1ing do/umented pro0e/t report titled :A Study on Customer Satisfaction with respect to services provided by Tata Motors ; is an original and authenti/
1or" done by me for the partial fulfillment of *achelors *achelors of *usiness Administration Administration degree programme at :Trinity nstitute !f +rofessional Studies, dwarka”
# hereby /ertify that all the Endea-our put in the fulfillment of the tas" are genuine and original to the best of my "no1ledge 4 # ha-e not submitted it earlier else1here$
(iksha yer **A -G, /th Semester, 0 rd year, 1st shift 23142521611
*
AC+,-LDG$,T
#t is in parti/ular that # am a/"no1ledging my sin/ere feeling to1ards my mentors 1ho gra/iously ga-e me their time and e
(iksha yer 23142521611 **A -7eneral 8 sem 1st shift
/
%(&9
Serial %o.
+articulars
+a7e %o.
'$
C6APTER '>#NTRO!8CT#ON AN! 9#TERAT8RE RE7#E5 Topi/2
'3(&
#ndustry and ?irm@
($
>Theoreti/al /on/ept about the topi/ su/h as importan/e2 fun/tion2 role2 type et/@ C6APTER ( >RESEARC6 OBJECT#7ES AN! +ET6O!O9O,@ (&3)
$
#ntrodu/tion Company profile
Resear/h Ob0e/ti-e of the study Resear/h methodology Resear/h !esign Types of Resear/h !esign !ata Colle/tion Sour/es of data /olle/tion >Primary 4 Se/ondary@ Sampling !esign Population=8ni-erse Sampling 8nit Sample Sie Sampling Area Sampling Te/hnique
C6APTER >!ATA ANA9S#S AN! #NTERPRETAT#ON@
D3&
!ata Pro/essing Analysis of the problem under study #nterpretation of the study
$ F$ )$ *$ D$
?#N!#N,S 9#+#TAT#ONS S8,ESST#ON CONC98S#ON B#B9O,RAP6
F' F( F F FF
&$
ANNEG8RE
F)
0
C#A+T&' 1 %T'!(:CT!% A%( )T&'AT:'& '&8&"
1.1 %T'!(:CT!%
Competition is hitting up in the sports utility -ehi/le segment >S87@ in #ndia on/e again$ E-en as +ahindra 4 +ahindra 9td is in the pro/ess of rolling out an integrated mar"eting plan to announ/e the prelaun/h of S/orpio2 Tata Tata +otors is dra1ing up an aggressi-e mar"eting strategy to popularie its re/ently3laun/hed petrol -ariant of Tata Safari$
?or starters2 +ahindra +ahindra 4 +ahindra 9td has laun/hed a multi3media multi3media ad /ampaign to promote the ne1 a-atar of S/orpio$ Created Created by #nterfa/e #nterfa/e Communi/ations2 Communi/ations2 the mass media /ampaign in/ludes a series of press ad-ertisements and a tele-ision /ommer/ial$ As for the rationale behind the prelaun/h of S/orpio2 says +ahindra 4 +ahindra 9td e
mar"eting 4 sales@ Ra0esh Je0uri"ar :After /ondu/ting an e1ith AC Nielson@2 1e upgraded our epetrol >petrol -ariant -ariant@2 @2 1e 1ill 1ill be laun/hing a multi3media ad /ampaign 1ithin a month$ The ne1 /ampaign /ampaign 1ill in/lude2 press ads2 T7Cs and radio ad-ertising$ There 1ill be a ne1 adline too$; At present2 the baseline for Tata Safari is I+a"e our O1n Roads$ #n addition to mass media ad-ertising2 the agen/y 1ill /ontinue to fo/us on its CR+ initiati-es su/h as the Tata Safari E
+ar"eting strategy is a pro/ess that /an allo1 an organiation to /on/entrate its limited resour/es on the greatest opportunities to in/rease sales and a/hie-e a sustainable /ompetiti-e ad-antage$ +ar"eting strategy in/ludes all basi/ and long3term a/ti-ities in the field of mar"eting that deal 1ith the analysis of the strategi/ initial situation of a /ompany and the formulation2 formulation2 e-aluation and sele/tion of mar"et3oriented mar"et3oriented strategies and therefore /ontributes to the goals of the /ompany and its mar"eting ob0e/ti-es$
1.1.0 T$+&S !< ST'AT&G&S
+ar"eting +ar"eting strategies may differ depending on the unique situation of the indi-idual business$ business$ 6o1e 6o1e-er -er there there are are a num number ber of 1ays 1ays of /ate /ategor gori iing ing som somee generi generi// strat strategi egies$ es$ A brief brief des/ription of the most /ommon /ategoriing s/hemes is presented belo1
Strategies Based On +ar"et !ominan/e
#n this s/heme2 firms are /lassified based on their mar"et share or dominan/e of an industry$
Porter generi/ strategies
Strategy on dimensions on strategi/ s/ope and strategi/ strength$ Strategi/ Strategi/ s/ope refers to the mar"et mar"et penetra penetration tion 1hile 1hile strateg strategi/ i/ strengt strength h refers refers to the firms firms sustain sustainable able /ompeti /ompetiti-e ti-e ad-antage$ The generi/ strategy frame1or" /omprises t1o alternati-e s/opes$ These are3 !ifferentiation and lo13/ost leadership ea/h 1ith a dimension of fo/us3broad or narro1
#nno-ati-e Strategy
This Th is deals deals 1ith 1ith the firm firmss rate rate of the the ne1 produ produ/t /t de-el de-elopm opment ent and and busin busines esss mo model del inno-ation$ #t as"s 1hether the /ompany is on /utting edge of te/hnology and business inno-ation$
1.4 A% !8&'8&" !< %(A% CA' %(:ST'$ 3
Starting its 0ourney from the day 1hen the first /ar rolled on the streets of +umbai in 'D&D2 the #ndian /ar industry has demonstrated a phenomenal gro1th to this day$ Today2 the #ndian /ar industry presents a gala
!uring the early stages of its de-elopment2 #ndian /ar industry hea-ily depended on foreign te/hnologies$ 6o1e-er2 o-er the years2 the manufa/turers in #ndia ha-e started using their o1n te/hnology e-ol-ed in the nati-e soil$ The thri-ing mar"et pla/e in the /ountry has attra/ted a number of /ar manufa/turers in/luding some of the reputed global leaders to set their foot in the soil loo"ing for1ard to enhan/e their profile and prospe/ts to ne1 heights$
#n '&%s the #ndian automoti-e industry 1as at a -ery lo1 stage$ An embryoni/ automoti-e industryemerges in #ndia$ #n the initial years after independen/e #ndian automobile industry 1as plagued by unfa-orable go-ernment poli/ies$ All it had to offer in the passenger /ar segment 1as a '&%s +orris model /alled the Ambassador$ #n '&F2 go-ernment of #ndia and pri-ate se/tor /ame together to build an automoti-e /omponent manufa/turing industry to meet
th e
rising
needs
of
t he
automobile
industry$
?ord and ,eneral +otors2 sensing the potential2 set up lo/al /ompanies that year to sell and ser-i/ ser-i/ee their their mo moto torr /ars /ars and and tru/" tru/"s$ s$ #n '&( '&(D2 D2 ,ener ,eneral al +otor +otorss #ndia #ndia 9td 9td /omme /ommen/e n/ed d assembling tru/"s and /ars in its fa/tory in Bombay2 the first /ar assembled in #ndia rolling off the assembly line on !e/ember th$ T1o years later2 ?ord +otor Co of #ndia 9td /ommen/ed /ommen/ed assembly of automobiles automobiles in +adras2 and the ne
6industan +otors 9td2 Cal/utta2 and Premier Automobiles 9td2 Bombay2 1ere established in '&( and '& respe/ti-ely to progressi-ely manufa/ture /omplete automobiles$ 6industan +otors2 a Birla group /ompany2 began manufa/turing operations in '&D by assembling 1(
+orris O
The /ar se/tor of #ndia is the se-enth largest in the 1orld$ The /ountry is the largest manufa/turer of motor/y/les and the fifth largest produ/er of /ommer/ial -ehi/les$ #ndustry e
1.0 C!M+A%$=S +'!<)&
11
Tata +otors is a part of the Tata ,roup manages
its
Sons$$ The Sons The /om /ompa pany ny 1as 1as est estab abli lish shed ed in in '&F% '&F% as as a
lo/o lo/omo moti ti-e -e manu manufa fa/t /tur urin ing g uni unitt and and
late ater e
-eh -ehi/le /le se/t e/tor in '&F &F after form orming
a
of
,ermany$ !espite the su//ess of its
/om omm mer/i r/ial -ehi -ehi//les2 es2 Tata reali lied his his /om ompa pany ny
had had to di-er -ersify sify and and he bega began n to
loo" at other produ/ts$ Based on /onsumer
demand2 he de/ided that building a
0oint
-enture
1ith !aimler3Ben A,
share3holding
through Tata
small /ar 1ould be the most pra/ti/al ne1 -enture$ So in '&&D it laun/hed Ta Tata ta #ndi/a #n di/a22 #ndiaKs first fully indigenous passenger /ar$ !esigned to be ine'&&(2 Estate >'&&(2 a station 1agon design 1agon design based on the earlier KTata +obileK >'&D&@2 a light /ommer/ial -ehi/le@2 Tata Sumo >9C72 Sumo >9C72 '&&@ and Tata Safari >'&&D2 #ndiaKs first sports utility -ehi/le@$ Tata laun/hed the #ndi/a in #ndi/a in '&&D2 the first fully indigenous passenger /ar of #ndia$ Though the /ar 1as initially panned by auto3analysts2 the /arKs e
+roduction 12
Alth Althoug ough h the the se/to se/torr 1as 1as hit hit by e/ono e/onomi mi// slo1 slo1do1 do1n2 n2 o-eral o-eralll produ/ produ/ti tion on >pass >passeng enger er -ehi/les2/ommer/ial -ehi/les2 t1o 1heelers and three 1heelers@ in/reased from '%$DF million -ehi/le -ehi/less in(%%*3% in(%%*3%D D to ''$'* ''$'* million million -ehi/les -ehi/les in (%%D3%&$ (%%D3%&$ Passeng Passenger er -ehi/les -ehi/les in/rease in/reased d marginally marginally from '$**million '$**million to '$D million 1hile t1o31heelers t1o31heelers in/reased from D$%( million million to D$' D$' mill million ion$# $#n n re/en re/entt time times2 s2 #ndia #ndia has emer emerge ged d as one of the the fa-ori fa-orite te in-es in-estm tment ent destinations for automoti-emanufa/turers$
L7ol-o Buses #ndia is eyeing F per /ent gro1th in domesti/ sales this year at FF%3)%% unitsas against around % units sold in (%%D$
LToy LToyota ota .irl .irlos" os"ar ar +otor +otor P-t P-t 9td 9td >T.+ >T.+9@ 9@22 the #ndian #ndian sub subsid sidia iary ry of Japan Japans s Toyota oyota +otor Corp2 is in/reasing its in-estment by 8SM ')$D million at its manufa/turing site near Bangalore2 to tou/h 8SM D($( million by (%')$
L?re L?ren/ n/h h /arm /arma" a"er er22 Rena Renaul ult2 t2 has has /omp /omple lete tely ly re/a re/ast st its its plan planss for for #ndi #ndiaa as part part of a ne12aggressi-e approa/h that 1ill see it produ/ing /ars in its Chennai plant by (%''$
L6yundai has made #ndia its global hub for manufa/turing small /ars$ #t 1ill in-est 8SM ' billion in its se/ond plant in Chennai by (%'$ #n addition2 it is also in-esting 8SM % millionin its resear/h and de-elopment >R4!@ fa/ility in 6yderabad$
L,eneral +otors has so far in-ested about 8SM ' billion into its #ndian operations$
L+er/edes3Ben 1ill in-est about 8SM )$ (' million in its plant at Cha"an near Pune$
1)
(omestic Market
Sale Saless of /ars /ars and and /omme /ommer/i r/ial al -ehi/l -ehi/les es ha-e ha-e been been impa impa/te /ted d due to globa globall e/onom e/onomi/ i/ slo1do1n$6o1e-er2 in spite of that there has been a marginal in/rease in the number of
1*
-ehi/les
sold
in
1/
(% %D 3
10
%& as /ompare /ompared d to (%%*3%D$ (%%*3%D$ Tot Total al num number ber of -ehi/les -ehi/les sold in/luding in/luding passenger passenger -eh /les2 /les2 /ommer/i /ommer/ial-e al-ehi/l hi/les2 es2 t1o31heel t1o31heelers ers and three31heel three31heelers ers i n (%%D3%& (%%D3%& 1as &$*( millio millio as /ompared ot &$)F millionin (%%*3%D$ A//ording to an Ernst 4oung 4oung analysis2 analys is2 passenger -ehi le sales in the /ountry 1illgro1 at a CA,R of '( per /ent to tou/h $*F million units by ( ' as again against st '$D& '$D& mill million ion units units atthe atthe end of (%% (%%D3% D3%&$ &$ 5hile 5hile dom domes esti/ ti/ mar" mar"et et is e6SC#@ >6SC#@22 the #ndiansubs #ndiansubsidia idiary ry of the Japanese Japanese iant 6onda +otor Co2 said that its sales 1ill register double digit gro1thin the /urrent f nan/ial
year$
The
/ompany
e
its
total
sales
to
b
&>ports
A//ording to the So/iety of #ndian Automobile +anufa/turers >S#A+@2 automobile sales >in/luding >in/luding passenger -ehi/les2 /ommer/ial -ehi/les2 t1o31heelers t1o31heelers and three31heelers@ in the o-erseas mar"etsin/reased to '$F million units in (%%D3%& from '$( million units in (%%*3 %D$ E
+olicy
#n order to ma"e #ndia a po1er to re/"on 1ith in the automoti-e se/tor the go-ernment laun/hed theAutomoti-e +ission Plan >A+P@ (%%)3(%')$ The -ision of the A+P is to emerge as the destinationof /hoi/e in the 1orld for design and manufa/ture of automobiles and auto /omponents 1ith output rea/hing a le-el of 8SM 'F billion a//ounting for more than '% per /ent of the ,!P and pro-idingadditional employment to (F million people by (%')$ As per the A+P2 it is estimated that the totalturno-er of the automoti-e industry in #ndia 1ould be in the order of 8SM '(( billion3'F& billion in(%')$ #t is e
1
manuf manufa/ a/tur turer er$$ By (%' (%')2 )2 #ndia #ndia 1ill 1ill emer emerge ge as the 1orld 1orldKs Ks se-en se-enth th larg largest est /ar produ/ produ/er er >as/ompared to the ele-enth largest /urrently@ and retain the fourth largest position in 1orld tru/" tru/" manuf manufa/t a/turi uring ng se/tor se/tor$$ ?urt ?urther her22 by (%')2 (%')2 the autom automoti oti-e -e se/tor se/tor 1ould 1ould dou double ble its its /ontribution to the/ountryKs ,!P from /urrent le-els of fi-e per /ent to '% per /ent$
1.? 8S!% A%( MSS!%
1
13
2(
1./ +'!(:CT 'A%G&
Tata Sumo
Produ/tion
'&&present
Assembly
Pune22 #ndia Pune
Su//essor
7i/ta2 7i/ta !#2 Sumo ,rande
Class
+8722 S87 >Sumo ,rande@ +87
Body style
F3door2 Body on ?rame
9ayout
?ront Engine2 Rear 5heel !ri-e
Engine
($%9 #!#
Transmission
F3speed manual
5heelbase
(2%% mm >&$F in@
9ength
2F% mm >'*F$( in@
5idth
'2*F) mm >)&$' in@
6eight
'2&%) mm >*F$% in@
Tata Tata Safari S afari
21
+anufa/turer
Tata +otors
Also /alled
Tata !i/or
Produ/tion
'&&Dpresent
Class
S87
Body style
F3door S87
Engine
($%9 turbodiesel # ($(9 turbodiesel # $%9 turbodiesel #
Transmission
F3speed manual
5heelbase
(2)F% mm >'%$ in@
9ength
2)F% mm >'D$' in@
5idth
'2&'D mm >*F$F in@
6eight
'2&(F mm >*F$D in@
.erb 1eight
'2&(% "g >2( lb@
Related
Tata Sumo
Tata Tata ndica nd ica
Tata Tata #ndi/a #ndi/ a 7( +anufa/turer
Tata Tata +otors +o tors
Produ/tion
'& & D p r e s e n t
Assembly
Pune2 +aharashtra2 +aharashtra2 #ndia
Class
Supermini /ar
9ayout
?? layout 22
Tata %ano
+anufa/turer Tata +otors Also /alled
one3la"h la"h /ar /ar
Produ/tion
(% %D p r e s en t
Assembly
Pantnagar 2 8ttar"hand 8ttar"hand22 #n #ndi diaa'Q Charodi22 ,u0arat Charodi ,u0arat22 #ndia #ndia >sin/e >sin/e June (%'%@(Q
Class
City /ar
Body style
3door
9ayout
RR layout
Engine
( /ylinder /ylinder SO6C SO6C petrol petrol Bos/h multi3point fuel
in0e/tion >single in0e/tor @
all allaluminium aluminium )( )( // >D /u in@ in@ 2)
Transmission speed syn/hromesh 1ith o-erdri-e o-erdri-e in in th 5heelbase
(2(% mm >D*$D in@Q
9ength
2%&& mm >'(($% in@Q
5idth
'2&F mm >FD$& in@Q
6eight
'2)F( mm >)F$% in@Q
.erb 1eight
)%% "g >'2%% lb@)F "g >'2%% lb@Q
!esigner
Justin Nore" of Trili<2 Pierre CastineQ
A)) +roducts
Passenger /ars and utility -ehi/les
Tata Sierra >!is/ontinued@ Sierra >!is/ontinued@ Tata Estate >!is/ontinued@ Estate >!is/ontinued@ Tata Tata Sumo=Spa/io Tata Tata Sumo ,rande Tata Safari Tata #ndi/a Tata 7ista Tata Tata #ndigo #n digo Tata +ana Tata Tata #ndigo +arina Tata 5inger Tata +agi/ Tata Nano Tata Tata Genon GT Tata Aria Tata 7enture Tata #ris
Con/ept -ehi/les (%%% Aria Roadster (%%' Aria Coupe
2*
(%%( Tata #ndi-a (%% Tata Tata #ndigo #nd igo Ad-ent (%%F Tata Go-er (%%) Tata Cliffrider (%%* Tata Tata Elegante (%%& Tata Pr'ma (%'% Tata 7ersa (%'% Tata Essota (%'' Tata (%'' Tata Pi
Commer/ial -ehi/les Tata A/e Tata Super A/e Tata Tata T9=Tel/oline=(%* T9=Tel/oline=(%* !# Pi/"up !# Pi/"up Tru/" Tata Tata %* E< and E<( Tata *%& E< Tata Tata D%& E< and E<( Tata Tata &%& E< and E<( Tata ''%& >#ntermediate tru/"@ Tata 'F'( >+edium 'F'( >+edium bus /hassis@ Tata Tata ')'(=')') ')'( =')') >6ea-y >6ea-y bus /hassis@ Tata ')'D >Semi ')'D >Semi 9o1 ?loor bus /hassis@ Tata ')( >Rear ')( >Rear Engined 9o1 ?loor bus /hassis@ Tata Tata 'F'DC 'F 'DC >+edium >+edium tru/"@ Tata ')'=')'F >+edium tru/"@ Tata (F'F=(F') >+edium tru/"@ Tata Tata Starbus >Bra >Brande nded d Buses Buses for /ity /ity22 inter inter /ity /ity22 s/hool s/hool bus and stand standar ard d passe passenge nger r transportation@ Tata !i-o >?ully !i-o >?ully built lu'( CityRide >'( (% seater buses for intra3/ity use@ Tata %'F >6ea-y tru/"@ Tata ''D >6ea-y tru/"@ >D(@ Tata F') >6ea-y tru/"@ 2/
Tata %'D >6ea-y tru/"@ Tata &( >8ltra36ea-y tru/"@ >)@ Tata No-us >6ea-y No-us >6ea-y tru/" designed by Tata !ae1oo@ Tata Prima >The Prima >The 5orld Tru/" designed by b y Tata Tata +otors and Tata !ae1oo@
+ilitary -ehi/les Tata Tata 9S7 >9ight Spe/ialist 7ehi/le@ Tata Tata +ine Prote/ted 7ehi/le 7ehi/le >@ > @ Tata Tata ( Stret/her Ambulan/e Tata %* Troop Carrier2 a-ailable in hard top2 soft top2 2 and ( -ersions Tata 9PTA *' TC >@ Tata 9PT *%& E Tata Tata S! '%'F TC >@ Tata 9PTA ')'F TC >@ Tata 9PTA ')(' TC >))@ Tata 9PTA ')'F TC >(@ Tata Tata 5inger Passenger +ini Bus
20
1.5 MA';&T%G ST'AT&G&S ST'AT&G&S A(!+T&( *$ TAT TATA +ar"eting strategy is a pro/ess that /an allo1 an organiation to /on/entrate its limited resour/es on the greatest opportunities to in/rease sales and a/hie-e a sustainable/ompetiti-e sustainable /ompetiti-e ad-antage$$ +ar"eting strategy in/ludes all basi/ and long3term a/ti-ities in the field of ad-antage mar"eting that deal 1ith the analysis of the strategi/ initial situation of a /ompany and the formulation2 formulation2 e-aluation and sele/tion of mar"et3oriented mar"et3oriented strategies and therefore /ontributes to the goals of the /ompany and its mar"eting ob0e/ti-es$
1.5.1 SA)&S ST'AT&G$
1.5.1.1 Sales promotion
A//ording to Ameri/an +ar"eting Asso/iation2 sales promotion refers to :those a/ti-ities other than personal selling2 ad-ertising 4 publi/ity that stimulate /onsumer pur/hasing 4 dealer effe/ti-eness2 su/h as display sho1s 4 e
1.5.1.4 Sales +romotion !b@ectives
To in/rease the sales 4 en/ourage the present /onsumers to use more frequently$
To attra/t ne1 /ustomers by means of in/enti-e /ampaigns et/$
To build buying habit$ 2
To moti-ate 4 attra/t the sales for/e and get their /ooperation$
To impro-e manufa/turer3dealer relationship$
To help the ne1 produ/t enter into e
1.5.1.0 mportance of Sales +romotion
Spread #nformation$
Stimulate !emand$
Creates Produ/t #dentity$
1.5.1.? Sales +romotion Method
SA9ES
+EAN#N,
OBJECT#7ES
PRO+OT#ON +ET6O!
'$Pr '$Pri/ i/ee Offe Offers rs
Offe Offeri ring ng a produ produ/t /t at a lo1er lo1er than than the the To normal pri/e$
($Coupon
en/o en/our urag agee
imme immedi diat atee
sale sales2 s2
attra/t non3users2et/$
5hen the /onsumer is entitled to To en/our en/ourage age produ/ produ/tt trail trail22 build build redeem redeem a spe/ifi spe/ifi// standard standard /ertifi /ertifi/ate /ate loyalt loyalty y2 trade trade up regul regular ar users2 users2 for a produ/t free or in part payment$
$!is/ounts
stimulate re3pur/hase rate$
Other than normal trade 4 /ash To push more sales to trade2 early dis/ount$
/ash re/o-ery$
2
$!ealer
5here parti/ipating dealers are in-ited To in/r in/rea ease se sale sales2 s2 buy buy deal dealer ers
Sales Contests
to /om ompe pete te in term rmss of the sale ales loyalty loyalty moti-at moti-atee dealers dealers staff to performan/e$
F$!e F$!eal aler er gift giftss
sell more$
Offe Offerr of usef useful ul arti arti/l /les es 4 attr attra/ a/ti ti-e -e To impro-e dealer relations2 ma"e gifts to dealers for his personal2 family impa/t on /onsumer$ or offi/e use$
1.5.1./ SA)&S +'!M!T!% ST'AT&G$
Tata True 7alue Outlet3
Tata Tata has aided /ustomers /ustomers by b y pro-iding them the fa/ility to bring their -ehi/le to a KTata KTata True 7alueK outlet and e
Tata Tata Call Center3
Tata has proper /ustomer /omplain handling /ell under the CR+ department$ The /ustomer /are 1ill help the /ustomers sol-ing all their problems and ans1er all their grie-an/es$
Tata Tata #nsuran/e3 #nsuran/e 3
#t is laun/hed in (%%( Tata pro-ides -ehi/le insuran/e to its /ustomers 1ith the help of National #nsuran/e # nsuran/e Company2 Ba0a0 Allian$ The ser-i/e 1as set up by b y the /ompany 1ith the in/eption of t1o subsidiaries Tata #nsuran/e !istributors Ser-i/e P-t$ 9td$ And Tata #nsuran/e Bro"ers P-t$ 9td
23
1.5.1.5 +romotional Strate7ies
'oad Shows
The /ompany plans to stage road sho1s2 to display -ehi/les in the pa-ilions during -arious /ollege festi-als and e
Television advertisements
Ad-ertisements to promote and mar"et our produ/t 1ill be sho1n on leading tele-ision /hannels$ +a0or musi/ and sports /hannels 1ill promote and they 1ill rea/h out to the youth 1ill be promoted through Star2 ee2 et/ as it has more -ie1ers$
'adio
Radio is the medium 1ith the 1idest /o-erage$ Studies ha-e re/ently sho1n high le-els of e
+rint Ads
)(
!aily ad-ertisements in leading ne1spapers and magaines 1ill be used to promote the produ/t$ 9eaflets at the initial stage 1ill be distributed at rail1ay rail1a y stations2 malls2 /ollege areas are as and -arious other lo/ations$
"orkshops and Seminars
5or"shops and seminars 1ill be held in /olleges and big /orporate to ma"e people a1are about the /ompanies past performan/e and produ/t features2 its affordability and usage2 -ast distribution net1or"$ Road sho1s 1ill be /ondu/ted 1here free trials of the /ar 1ould be gi-en$
1.6 C!M+&TT C!M+& TT8& 8& A(8A%TAG& A(8A%TAG& !< TAT TATA
!ealer net1or" a/ross the /ountry
5ide dealership net1or" allo1s the /ompany to ser-i/e /ustomers o-er a 1ider geographi/al area than /ompetitors$ Currently2 there are '% outlets of Tata +otors$
True 7alue Operations
+89 pro-iding its /ustomers an opportunity to resale their /ar to +89 or e
Presen/e a/ross segments
#n a /ar manufa/turing plant2 the press shop2 paint shop2 engine and transmission assembly2 and ma/hine shop are used for manufa/turing different models A presen/e a/ross -arious segments ensures that the /ompany retains its e
)1
)2
))
C#A+T&'4
'&S&A'C# !*&CT8& A%( M&T#!(!)!G$
4.1 '&S&A'C# !*&CT8& !< T#& ST:($ The ob0e/ti-e is to study those fa/tors 1hi/h /an a//elerate the mar"etability of the TATA 7#STA /ompared to its /ompetitors$
To understand the mar"et potentiality for 7#STA$
To determine the a//eptable pri/e of the produ/t$
To determine the requirements and needs of the potential /ustomers$
To ser-e the /ustomer through /hannel of distribution$
To fa/e the "een /ompetition$
)*
A'&A C!%S(&'&(
Automobile history
#ndustry in-estment
#ndustry gro1th
7ehi/le 7ehi/le produ/tion
Auto e
Auto /ompanies
)/
)0
4.4 '&S&A'C# M&T#!(!)!G$ M&T#!(!)!G$
The pro/ess used
to
/olle/t information information and and data for
of ma"ing ma"ing business business de/isions de/isions$$
t he
purpose
The methodology methodology may may
in/lude publi/ation in/lude publi/ation resear/h resear/h22 inter-ie1s inter-ie1s22 sur-eys and and other other resea resear/h r/h te/hniques te/hniques22 and and /oul /ould d in/lude
b o th
present
and
histori/al
information$
Resear/h methodology is a 1ay to systemati/ally sol-e the resear/h problem$ #t may be understood as a s/ien/e of studying ho1 resear/h is done s/ientifi/ally$ #n it 1e study the -arious steps that are generally adopted by a resear/her in studying his resear/h problem along 1ith the logi/ behind them$ #t is ne/essary for the resear/her to "no1 not only the resear/h methods or te/hniques but also the methodology$
)
4.0 '&S&A'C# (&SG%
Resear/h Resear/h designs are /on/erned 1ith turning the resear/h question into a testing pro0e/t$ The best design depends on your resear/h questions$ E-ery design has its positi-e and negati-e sides$ The resear/h design has been /onsidered as a blueprint for resear/h2 dealing 1ith at least four problems 1hat questions to study2 1hat data are rele-ant2 1hat data to /olle/t2 and ho1 to analye the results$
4.0.1 Types of 'esearch (esi7n
&>ploratory 'esearchB
E
(escriptive researchB
!es/ripti-e resear/h2 also "no1n as statisti/al resear/h2 des/ribes data and /hara/teristi/s about the population or phenomenon being studied$ 6o1e-er2 it does not ans1er questions about eg ho1=1hen=1hy ho1=1hen=1hy the /hara/teristi/s /hara/teristi/s o//urred2 1hi/h is done under analyti/ resear/h$ resear/h$ Although the data des/ription is fa/tual2 a//urate and systemati/2 the resear/h /annot des/ribe 1hat 1hat /aused /aused a situat situatio ion$ n$ Th Thus2 us2 !es/r !es/rip iptiti-ee resea resear/h r/h /annot /annot be used used to /reate /reate a /ausa /ausall )
relationship2 1here one -ariable affe/ts another$ #n other 1ords2 des/ripti-e resear/h /an be said to ha-e a lo1 requirement for internal -alidity$ The des/ription is used for frequen/ies2 a-erag a-erages es and other other stati statisti sti/a /all /al/ /al/ula ulati tions ons$$ Ofte Often n the best best approa approa/h2 /h2 prior prior to 1riti 1riting ng des/ripti-e resear/h2 is to /ondu/t a sur-ey in-estigation$ Wualitati-e resear/h often has the aim of des/ription and resear/hers may follo13up 1ith e
Causal 'esearchB
#t is the testing of a hypothesis on the /ause and effe/t 1ithin a gi-en mar"et$ Casual Resear/h e
)3
4.? (ATA (ATA C!))&CT!% C!))&CT !% M&T#!( M& T#!(
+ar"et resear/h requires t1o types of data i$e$ se/ondary data and primary data$ Primary data has been used abundantly for the study$ 5ell3stru/tured questionnaires 1ere prepared 4 the sur-ey 1as underta"en$ ?eedba/" for the display has been ta"en by as"ing questions 4 obser-ation has also done to gather primary information$
There is also a use of se/ondary data2 /olle/ted from the -arious 0ournals2 boo"s2 and 1ebsites 4 from /ompany managers$
The sele/tion of respondents 1ere a//ordingly a//ordingly to be in a right pla/e at a right t im im e a n nd d s o t he he s a m p l i n g 1 e r e q u i t e e a s y t o m e a s u r e 2 e - a l u a t e a n d / o 3 o p e r a t i - e $ # t 1 a s a r a n d o m l y a r e a samp amplin ling method thod that hat attem tempts to obt obtain ain the sample of /on-enient$ +'MA'$B
?or my sur-ey primary data ha-e been used as a questionnaire to /olle/t the data$ S&C!%(A'$B
The se/ondary data has been /olle/ted from the follo1ing modes +againes Ne1spaper !ata through internet sour/es !ata /olle/ted from organiation • • • •
Area of researchB !elhi
'esearch approachB Sur-ey method
Sample sie (%3% respondents
*(
Samplin7 MethodB Random Con-enien/e sampling
7odafone Sample :nitB Customer of 7odafone Measurin7 ToolB ToolB Wuestionnaire SAM+)%G +'!C&(:'&B $ 'andom Convenience samplin7
#t is a sampling method in 1hi/h units are sele/ted based on easy a//ess=a-ailability$ The disad-antage of /on-enien/e sampling is that the units that are easiest to obtain may not be representati-e of the population$ ?or e
*1
C#A+T&' 0 (ATA +'!C&SS%G, A%A)$SS A%( %T&'+'&TAT!%
*2
a Sale accordin7 to survey
%T&'+'&TAT!%
By analying the datas a-ailable about the sales figure it /an be noted3 7ista Aqua is the most selling /ar amongst the other /ars$ Ne
*)
b Awareness of all versions of Tata +assen7er Car Are Are you aw are of all versions versions of Tata Indica P assenger assenger car?
Valid
Frequenc y 29
P erc ent 29. 0
Valid P erc ent 29.0
Cumulatie Percent 29.0
NO
71
71. 0
71.0
100.0
Total
100
100. 0
100.0
YES YE S
Awareness of all versions of Tata +assen7er Car (0
71 )0
t n e c r e P
*0
29 20
0 YES YES
NO
!r e you a" are o# all er$ ion$ o# Tata %ndica %ndica Pa$$ en&er c ar'
%T&'+'&TAT!%
?rom the abo-e data 1e find out that most of the people sur-eyed are not a1are of all the -ersions of Tata #ndi/a passenger /ar$ Therefore more measures must be ta"en to promote and /reate a1areness about the /ars a-ailable$
**
*/
*0
c Sample of 02 customers, accordin7 to their income.
*
*
%T&'+'&TAT!%
The abo-e /hart sho1s the annual in/ome le-el of the % /hosen samples$ '* samples ha-e in/ome ranging bet1een ' la"h and la"hs$ ) people ha-e in/ome bet1een 3F la"h$ F samples ha-e in/ome belo1 ' la"h$ And the rest ha-e in/ome abo-e F la"h$
d Car customers
*3
%T&'+'&TAT!%
The abo-e /hart sho1s that out of % samples /hosen for the sur-ey2 ' are first time users and the rest ha-e used Tata Tata /ars more more than on/e and they are satisfied satisfied an happy 1ith the /ar and they do not 1ant to /hange to some other /ar$
/(
e Tele media creates a brand appeal.
T$7$ ads appeal
No$of people
es
*
No
(
/1
/2
%T&'+'&TAT!%
The abo-e /hart indi/ates that tele media does not a/tually /reate a brand appeal$ Amongst the % samples2 ( feel that tele media is not so important in /reating a brand appeal$ The performan/e2 a-erage and features /reate a brand br and appeal$
f Customer Satisfaction from Tata cars.
Customer sa satisfa/tion
No$of pe people
Satisfied
''
Not satisfied
'&
/)
%T&'+'&TAT!%
/*
Tata passenger /ar users are not so satisfied from the tata /ars though it gi-es the best a-erage amongst
all
//
same segment /ars a-ailable and it is -ery e/onomi/al$ e/onomi/al$ '& out of % samples are not satisfied 1ith /ar and e
/0
/
7 Tata +assen7er Cars, Creatin7 brand value
Brand -alue
No$of people
es
'F
No
F
%T&'+'&TAT!%
The abo-e /hart sho1s that Tata Passenger /ars do /reate a brand -alue$ #t is a big /ompetion to the other related brands a-ailable in the mar"et$ Only F out of (% people feel that Tata /ars do not /reate a brand -alue$
/
h@
%T&'+'&TAT!%
The abo-e /hart sho1s that samples prefer Tata /ars be/ause it pro-ides po1er steering at a -ery lo1 /ost as /ompared to other /ars$ People say that Tata /ars gi-e the best mileage and it is -ery e/onomi/al2 ' people prefer Tata Tata +otors be/ause of the mileage it gi-es$ +ost of the people prefer Tata +otors as it sells the th e /heapest /heap est /ars and at the same s ame time pro-ides features 1hi/h /annot be found in other /ars in the same segment$ #t offers best features at least pri/e$
/3
Searchin7 nformation before buyin7 car Did you search information for buying the car?
Valid
Frequenc y *9
P erc ent *9. 0
Valid P erc ent *9.0
Cumulatie Percent *9.0
NO
+1
+1. 0
+1.0
100.0
Total
100
100. 0
100.0
YES YE S
Searchin7 nformation before buyin7 car
)0
+0 *9
+1
*0 t n e c r e P
/0
20
10
0 YES YES
NO
,id ,id you $ earc- in#or mation #or uyin& t-e car '
%T&'+'&TAT!%
The abo-e /hart sho1s that F'V people do not a/tually sear/h for information information before buying a /ar$ They 0ust simply buy a /ar a//ording to their budget and the brand -alue$ They do not usually sear/h for -arious /ars in the same segment$ The rest of people prefer to do a detailed resear/h on -arious /ars and its features before buying a ne1 /ar$
0(
@ 'atin7 of Milea7e 7iven by by vehicle How will you rate the mileage given by your vehicle?
Valid
Frequency 17
Percent 17.0
Valid Pe Percent 17.0
Cumulatie Percent 17.0
ood
)+
)+.0
)+.0
(2.0
Neit-er &ood nor oor
1/
1/.0
1/.0
9+.0
+
+.0
+.0
100.0
100
100.0
100.0
Very &ood &oo d
oor Total
'atin7 of Milea7e 7iven by vehicle 70 )+ )0
+0
t n e c r e P
*0
/0
20 17 1/
10
+
0 Very &ood
ood
Neit-er &ood nor oo
oor
o" o" " ill ill you rate t-e milea&e milea&e &ien &ien y your e-icle' e-icle'
%T&'+'&TAT!%
Tata /ars are best in terms of mileage as they ha-e been made for the /ommon man$ ?rom the data /olle/ted it 1as found that '*V of the samples feel that the mileage of Tata Tata /ars is -ery good$ )FV people ha-e rated it as good$ Some people say that the mileage of the /ars is not so good and not so bad also at the same time$ Only FV of the /hosen samples thin" that the mileage of the Tata /ars is poor$
k 'atin7 the
How will you rate the frequency of maintenance service and repair needs of your vehicle?
Valid
Frequency 2/
Percent 2/.0
Valid Pe Percent 2/.0
Cumulatie Percent 2/.0
Frequent
+2
+2.0
+2.0
7+.0
Neit-er #requent nor #requent
1*
1*.0
1*.0
(9.0
%n#requent
7
7.0
7.0
9).0
ery #requent #requen t
*
*.0
*.0
100.0
100
100.0
100.0
Very #requent
Total
'atin7 the
+0
t n e c r e P
+2
*0
/0
20
2/
1*
10
7 *
0 Very #requent
Neit-er #requent nor Frequent
ery #requent #r equent %n#requent
o" " ill ill you rate t-e t-e #requency o# maintenan maintenance ce $er ice and reair n
%T&'+'&TAT!% ?rom the data /olle/ted 1e found that tata passenger /ars need to be properly maintained$ #t requires maintenan/e and repair frequently for smooth running$ These /ars need ser-i/ing more frequently$ frequently$ The maintenan/e /ost Tata Tata /ars is mu/h more as /ompared /ompared to -arious other /ars in the same segment$ #f they are not maintained and ser-i/ed regularly then it may gi-e a problem in future$ ?or long run of the /ar it requires frequent ser-ing and maintenan/e$ #f there is any brea" do1n in the /ar then it has to be immediately repaired$ The /ost of repairing is a little more if 1e /ompare it to maruti /ars as its parts are a bit /ostly and are not a-ailable at all pla/es$
l 'atin7 the level of Comfort 02
How will you rate the level of comfortness comfortnes s of your your vehicle?
Valid
Frequency /*
Percent /*.0
Valid Pe Percent /*.0
Cumulatie Percent /*.0
+7
+7.0
+7.0
91.0
Neit-er &ood nor oor
)
).0
).0
97.0
oor
2
2.0
2.0
99.0
ery oor oo r
1
1.0
1.0
100.0
100
100.0
100.0
Very &ood &oo d ood
Total
'atin7 the level of Comfort 70
)0 +7 +0 t n e c r e P
*0
/0
/*
20
10 )
0 Very &ood
Neit-er &ood nor oo ood
ery oor oor
o" o" " ill ill you rate t-e t-e leel leel o# com#ortne$$ o# y our e-icle' e-icle'
%T&'+'&TAT!%
5hen it /omes to /omfort Tata motors are one of the most /omfortable /ars$ 5hether it /omes to dri-ing or the seating spa/e2 these /ars are ran"ed amongst the top rated /ars a-ailable at /ompetiti-e pri/es$ *V of the samples ha-e rated Tata /ars as -ery good in terms of /omfort$ F*V ha-e rated it as good$ Some people feel that it is not so good and not so bad bt it is satisfa/tory$ But only 'V people say that Tata Tata /ars are -ery poor 1hen it /omes to /omfort$
0)
<%(%GS GS,, S:GG GG& &ST!%S, C!%C):S!%, **)!G'A+#$ **)!G 'A+#$ A%( A%( A%%&9:'&
0*
<%(%GS
TAT TATA +OTORS is number three in passenger passenge r /ar mar"et mar"e t after maruti3suu"i maru ti3suu"i 4 hyundai$
+a0ority of the /ustomers see TAT TATA +OTORS +OTORS 1ith sa-ings$
+ost of the /ustomers spend large sum of money
Out of the samples2 people are highly /on-in/ed that TATA +OTORS 1ill yield them better results
As the sales of +aruti gro1s as 1ell as 6undais santro is still doing 1ell in mid sie and small sie segment so the #N!#CA 7#STA may be a good options for the /ompany in this term for sustaining sales in long run as 1ell as in the /urrent situations$
Produ Produ/t /t 1ill 1ill ha-e ha-e a gradu gradual al progr progres ess$ s$ Be/au Be/ause se mo most st indust industrie riess 1ould 1ould 1ait 1ait for the response about the produ/t from other Company
Customers 1ere edu/ated by b y me2 about ab out fuel effi/ient /ars by TAT TATA +OTORS
0/
00
)MTAT!%S
Study is restri/ted to !elhi and nine industrial areas only$
Continuous and reliable information 1as not a-ailable$
Some of the information 1as /onfidential so mu/h information 1as not re-ealed$
The time span of the sur-ey 1as short and hen/e only ma0or aspe/ts 1ere /onsidered$
#nformation pro-ided by the respondent in terms of their fuel usage and their e
/ould not be -ery a//urate
A-ailability of the respondents amidst their busy s/hedule did not permit detailed study$
0
S:GG&ST!%S A%( '&C!MM&%(AT!%S
!emo of the produ/t should be made a-ailable to Customers2 sin/e most of the pur/hase de/isions are based on it
Te/hni/a /hni/all detail detailss sho shoul uld d be made made a-ail a-ailabl ablee to the the /usto /ustome mers rs in the mo most st a//ura a//urate te numeri/al form
The ndica ndica has remained a bestseller throughout in the industry figuring in the top selling list of /ars for most of the years$
Thee distri Th distribut bution ion /hanne /hannell shoul should d be mo more re effi effi/ie /ient nt to /ater /ater the demand demand during during pea" pea" seasons li"e during dushera2 di1ali2 et/ $The /ity li"e Allahabad is mostly dominated by the 1or"ing /lass li"e people employed in high /ourt2 A, offi/e >a//ountant general offi/e@ and go-ernment s/hool employees 1ho this year are getting more pay due to the re/ommendations made by the si |
0
03
C!%C):S!% The study study 1as /ondu/te /ondu/ted d to measure measure2; 2; T6E T6E C8STO C8STO+ER +ER BE6A BE6A7#OR in pur/hasi pur/hasing ng #N!#CA 7#STA$ The study 1as /ondu/ted on % Customers$ A questionnaire 1as designed to unders und erstan tand d the mar"e mar"ett and /reat /reatee a1are a1arene ness ss about about TATA +OT +OTORS$ ORS$ Based Based on the questionnaire2 data 1as /olle/ted and analyed and it 1as found that the /ustomers are 1illing to buy the Cars$ 6o1e-er they are also s"epti/ about it$ Suggestions are pro-ided based on /ustomer requirements and mar"et situation$ A nearest attempt has been made to ma"e the study realisti/ and suggesti-e2 but it is not /laimed that the findings and suggestions in the report are perfe/t$
(
**)!G'A+#$ *!!;SB
L.OT9ER P6#9#P AN! AR+STRON,2
L ,AR +AR.ET#N, +ANA,E+ENT
L+AR.ET#N, RESEARC6 by R Nandagopal 4 . Arul Ra0an
MAGAE%&SB
L+ONE TO!A
LB8SS#NESS 5OR9!
LO8T9OO. PRO?#T 1
L#N!#A TO!A
"&*ST&S”
LTatamotors$/om2
Lahoofinan/e$/om2
L7alueresea/rhonline$/om
2
)
A%%&9:'& W8EST#ONA#RE
a@ 56#C6 7E6#C9E !O O8 O5NX
b@ ARE O8 A5ARE ARE O? A99 7ERS#ONS O? TAT TATA #N!#CA PASSEN,ER PASSEN,ER CARS X
ES NO
/@ 56AT #S O8R SA9ARX SA9A RX
Y' 9AC
'9A.6 9A.6
9A.6 F9A.6
YF9A.6
d@ !#! O8 R#!E SO+E OT6ER 7E6#C9E BE?ORE T6#SX
ES
NO
e@ 56AT #S O8R EGPER#ENCE ?RO+ PRE7#O8S 7E6#C9ESX
SAT#S?#E! SAT#S?#E!
NOT SAT#S?#E! SAT#S?#E!
f@ !OES T7 ad APPEA9 O8X
ES
NO *
g@ !OES BRAN! 7A98E A??ECT O8R !EC#S#ON ON B8#N, 7E6#C9EX
ES
NO
h@ 56#C6 56#C6 #S T6E +OST ESSEN ESSENT#A T#A9 9 T6#N, O8 PRE?ER PRE?ER 56#9E 56#9E B8#N, B8#N, A 7E6#C9EX
+#9EA,E
PR#CE
PO5ER STEER#N,
OT6ER
i@ !#! O8 SEARC6 #N?OR+AT#ON ?OR B8#N, T6E CAR X
ES
NO
0@ 6O5 5#99 O8 RATE RATE +#9EA,E ,#7EN B O8R 7E6#C9EX
7ER ,OO! ,OO! NE#T6ER ,OO! NOR POOR POOR
"@ 6O5 5#99 O8 RATE RATE T6E ?REW8ENC O? +A#NTE#NANCE +A#NTE#N ANCE SER7#CE AN! REAP#R
7ER
NEE!S O?
O8R 7E6#C9E XX
?REW8ENT
?REW8ENT NE#T6ER ?REW8ENT NOR #N?REW8ENT #N?REW8ENT
/
l@6O5 5#99
O8
RAT RATE
T6E
9E7E9
7E6#C9EX
7ER ,OO! ,OO! NE#T6ER
,OO! NOR POOR
POOR 7ER POOR
0
O?
CO+?ORTNESS CO+?ORTNESS
O?
O8R
