Tata Motors Word

SAYON DAS

MAHAJA SURAJMAL INSTITUTE

2011TATA MOTORS MARKETING

TATA MOTORS MARKETING

CERTIFICATION

This is to certify that Sayon Das student of B.B.A (B&I) Programme

from Maharaja Surajmal Institute, affiliated to Guru Gobind Singh

Indraprastha University has completed his Project Report, under my

guidance and this is his original work.

Dr. Suneyna

1


ACKNOWLEDGEMENT

I acknowledge with gratitude and appreciation, my indebtedness to my

teacher mentor & guide, Dr. Suneyna for allowing me to work on Tata

motors Marketing Project,” I also thank her for the ideas and basic

concepts she delivered and shared with me, as they helped me a lot in

accomplishing this project of mine.

It gave me enormous gratification to articulate my thankfulness and heart

full sense of indebtedness to my parent Mr. S.N Das and Mrs. Sujata

Das.

.

SAYON DAS

ROLL . NO. 02921201810

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CERTIFICATE

ACKOWLEDGEMENT

TABLE OF CONTENT

Chapter 1 INTRODUCTION

1.1 OBJECTIVES OF STUDY

1.2 RESEARCH METHODOLOGY

1.3 LIMITATIONS OF STUDY

Chapter : 2 PROFILE OF ORGANISATION

2.1 OVERVIEW

2.2 PROFILE

2.3 HISTORY

Chapter : 3 ANALYSIS AND INTREPRETATION OF DATA

Chapter : 4 CONCLUSION AND RECOMMENDATION

BIBLIOGRAPHY

QUESTIONNAIRE

3


CHAPTER I

INTODUCTION

4


OBJECTIVE OF THE STUDY

The main objectives of the study of this project are

1. To study the marketing process of Tata motors in India as well as globally.

2. To study the marketing mix and marketing mix of Tata motors.

3. To study of Profile and history of Tata motors.

4. To study how social obligations is a process of marketing and Tata Motors is

helping in development of society.

5. Overall perspective of Tata motors marketing and recent business decisions which

have truly helped Tata motors emerge as a truly global motor vehicle manufacturer

and distributor.

6. To know the important aspect of Tata Motors Marketing

5


RESEARCH METHODOLOGY

Redman and Mory define research as a “systemized effort to gain new knowledge.” Some

people consider research as a movement, a movement from the known to the unknown.

Research is an academic activity and as such the term should be used in a technical sense.

According to Clifford Woody, research comprises defining and redefining problems,

formulating hypothesis or suggested solutions; collecting, organizing and evaluating data;

making deductions and reaching conclusions; and at last carefully testing the conclusions

to determine whether they fit the formulating hypothesis.

The purpose of research is to discover answers to questions through the application of

scientific procedures. The main aim of research is to find out the truth which is hidden and

which has not been discovered as yet. Though each research study has its own specific

purpose but the research objectives can be listed into a number of broad categories, as

following:-

1. To gain familiarity with a phenomenon or to achieve new insights into it. Studies

with this object in view are termed as exploratory or formularise research studies.

2. To portray accurately the characteristics of a particular individual, situation or a group.

Studies with this object in view are known as descriptive research studies.

3. To determine the frequency with which something occurs or with which it is associated

with something else. Studies with this object in view are known as diagnostic research

studies.

Research methodology is a way to systematically solve the research problem. It may be

understood as a science of studying how research is done scientifically. In it we study the

various steps that are generally adopted by a researcher in studying his research problem

along with the logic behind them. It is necessary for the researcher to know not only the

research methods or techniques but also the methodology.

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Data Source

. I have collected the entire data of this project Tata motors marketing from SOURCES

like websites, books and newspapers which are mentioned in bibliography.

1. Defining the Data Source

The data required for familiarizing Tata motors marketing s collected from the web sites

and books.

2. Research Approach

LEARNING ABOUT THE COMPANY

At the very outset, the information regarding the origin, developments, the present way of

marketing strategy of Tata motors was gathered and thoroughly analysed which gave the

researcher an insight into company’s profile marketing was made with the help of

company’s web site, company’s manuals , books and other relevant published material.

This helped the researcher to understand the present marketing scenario and gain

familiarity with the organization’s strategic moves..

COLLECTION OF DATA

Data was collected though company’s website, company’s manuals, brochures and other

relevant published material i.e secondary data. Primary data has been collected in form of

questionnaire.

3. Data Analysis

After the data about the profile and marketing had been collected, it was analysed

methodically. The importance and the purpose of marketing was identified to assess the

benefits and the risks faced by the company.

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LIMITATIONS OF STUDY

1. Part of data is collected from secondary source thus the validity of data cannot be tested.

2. The data gathered from secondary source thus any error in the information would have also got replicated in this report.

3. Time constraint was the major limitation faced by the researcher.

4. Another problem was knowledge constraint and this report was an attempt to gather as much of relevant data as possible.

5. Lack of information regarding detailed data of marketing process by the organization due to which it could not be expressed in this project.

6. Some grammatical or typing error might have crept which may have been overlooked which may lead to wrong perception about the data and information.

However, every effort is made to ensure that these do not in any way adversely affect the results of the study and inject an element of objecting in the report.

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CHAPTER II

PROFILE OF

ORGANISATION

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Tata Motors is India’s largest automobile company, with consolidated net profit of 9,274

crore (US$2.07 billion) in 2010–11. It is the leader in commercial vehicles and among the

top three in passenger vehicles. Tata Motors has products in the compact, midsize car and

utility vehicle segments. The company is the world's fourth largest truck manufacturer, the

world's second largest bus manufacturer, and employs 50,000 workers. Tata Motors has

produced and sold over 4 million vehicles in India since 1954.

Established in 1945, when the company began manufacturing locomotives, the company

manufactured its first commercial vehicle in 1954 in a collaboration with Daimler-Benz

AG, which ended in 1969.Tata Motors is a dual-listed company traded on both the

Bombay Stock Exchange and New York Stock Exchange. In 2010, Tata Motors surpassed

Reliance to win the coveted title of 'India's most valuable brand' in an annual survey

conducted by Brand Finance and The Economic Times.

Tata Motors has auto manufacturing and assembly plants in Jamshedpur, Pantnagar,

Lucknow, Sanand, Dharwad and Pune in India, as well as in Argentina, South Africa,

Thailand and the United Kingdom.

After years of dominating the commercial vehicle market in India, Tata Motors entered the

passenger vehicle market in 1991 by launching the Tata Sierra, a multi utility vehicle.

After the launch of three more vehicles, Tata Estate (1992, a stationwagon design based on

the earlier 'TataMobile' (1989), a light commercial vehicle), Tata Sumo (LCV, 1994) and

Tata Safari (1998, India's first sports utility vehicle). Tata launched the Indica in 1998, the

first fully indigenous passenger car of India. Though the car was initially panned by auto-

analysts, the car's excellent fuel economy, powerful engine and aggressive marketing

strategy made it one of the best selling cars in the history of the Indian automobile

industry. A newer version of the car, named Indica V2, was a major improvement over the

previous version and quickly became a mass-favourite. In 2009 acquisition of jaguar and

land rover has truly globalised Tata and levelled them to new heights.

10

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

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

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

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

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


Tata Motors Limited PROFILE

Type : Public company

Traded as NSE : TATAMOTORS

NASDAQ : TTM

Industry : Automotive

Founded : 1945

Founder(s) : JRD Tata

Headquarters : Mumbai, Maharashtra, India

Area served : Worldwide

Key people : Ratan Tata, Chairman, Ravi Kant, Vice Chairman

Products : Automobiles

Engines Services : Outsourced Engineering and Design

Revenue : 123,133 crore (US$27.46 billion) (2011)

Net income : 9,274 crore (US$2.07 billion) (2011)

Total assets : $20.192 billion (2010)

Total equity : $2.224 billion (2010)

Employees : 50,000 (2010)

Parent : Tata Group

Subsidiaries : Jaguar Land Rover, TDCV, Tata Hispano

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HISTORY

Tata Motors is a part of the Tata Group manages its share-holding through Tata Sons. The

company was established in 1945 as a locomotive manufacturing unit and later expanded

its operations to commercial vehicle sector in 1954 after forming a joint venture with

Daimler-Benz AG of Germany. his company had

to diversify and he began to look at other products.

Based on consumer demand, he decided that

building a small car would be the most practical

new venture. So in 1998 it launched Tata Indica,

India's first fully indigenous passenger car.

Designed to be inexpensive and simple to build

and maintain, the Indica became a hit in the Indian

market. It was also exported to Europe, especially

the UK and Italy.

Indian manufacturers Tata Motors have quite the

history under their belt, starting with the

company's foundation in 1945 as a locomotive

producer. Tata Motors is just one part of the

business group Tata, formerly known as TELCO (Tata Engineering and Locomotive

Company), which also has several other ventures, including a steel making plant and even

a tea producing company.

Tata got into the motoring business in 1954 when it starting producing heavy trucks in a

joint venture with Daimler-Benz AG. So, in 1960. the first truck rolled out of the factory's

door in Pune, India, a copy of a German Daimler truck. Tata starting exporting heavy-duty

trucks but for the local market, they had to come up with lighter versions because of the

infrastructure of the country. The first LCV (Light Commercial Vehicle) model, the Tata

407, began production in 1986.

12

Jehangir Ratanji Dadabhoy Tata


At the beginning of the 90s, the company sought to evolve and expand into the car market,

and it began a collaboration with Cummins Engine Company to produce more efficient

diesel engines. Their first car was the Tata Indica, a model that enjoyed an unexpected

success both in India and on other European markets, despite the fact that car-analysts

gave it bad reviews.

The Indica won people over with it's low fuel consumption and powerful engine. It was so

successful that Rover began selling it in the UK under the name of CityRover. The second

generation of Indica, the V2, was even more successful.

Indica's major success gave Tata Motors the financial power to take over Daewoo Motors

in 2004, in a effort to take their brand more international exposure. Other surprising

acquisitions by the

Tata Group include

Jaguar and Land

Rover as of March

26th, 2008 for a

net 2 billion US

dollars. Lately,

Tata has made

known its

aggressiveness

when it comes to

gaining exposure

and acquiring new brands.

2008 - Nano Tata Motors' financial power comes from the fact that its labor costs amount

to only 9% of the profit, a reason for which many other car producers, including Volvo

decided to move operations to India. Another important factor in Tata's success is the fact

that the group holds several machine tools and metal producing plants, further reducing

production costs.

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Apart from this, Tata does not lack the innovative spirit, bringing to the world the

compressed air car (OneCAT) and the cheapest model ever produced, introduced at the

2008 Geneva auto show, the Tata Nano, a car which will set you back some $2.500. Also,

Tata has expressed their wish to come up with a car made 100% out of plastic, in an effort

to fight rising costs for metal production.

Indian manufacturers Tata Motors have quite the history under their belt, starting with the

company's foundation in 1945 as a locomotive producer. Tata Motors is just one part of the

business group Tata, formerly known as TELCO (Tata Engineering and Locomotive

Company), which also has several other ventures, including a steel making plant and even

a tea producing company.

Tata got into the motoring business in 1954 when it starting producing heavy trucks in a

joint venture with Daimler-Benz AG. So, in 1960. the first truck rolled out of the factory's

door in Pune, India, a copy of a German Daimler truck. Tata starting exporting heavy-duty

trucks but for the local market, they had to come up with lighter versions because of the

infrastructure of the country. The first LCV (Light Commercial Vehicle) model, the Tata

407, began production in 1986.

At the beginning of the 90s, the company sought to evolve and expand into the car market,

and it began collaboration with Cummins Engine Company to produce more efficient

diesel engines. Their first car was the Tata Indica, a model that enjoyed an unexpected

success both in India and on other European markets, despite the fact that car-analysts

gave it bad reviews.

The Indica won people over with it's low fuel consumption and powerful engine. It was so

successful that Rover began selling it in the UK under the name of CityRover. The second

generation of Indica, the V2, was even more successful.

Indica's major success gave Tata Motors the financial power to take over Daewoo Motors

in 2004, in a effort to take their brand more international exposure. Other surprising

acquisitions by the Tata Group include Jaguar and Land Rover as of March 26th, 2008 for

a net 2 billion US dollars. Lately, Tata has made known its aggressiveness when it comes

to gaining exposure and acquiring new brands.

14


2008 - Nano Tata Motors' financial power comes from the fact that its labor costs amount

to only 9% of the profit, a reason for which many other car producers, including Volvo

decided to move operations to India. Another important factor in Tata's success is the fact

that the group holds several machine tools and metal producing plants, further reducing

production costs.

Apart from this, Tata does not lack the innovative spirit, bringing to the world the

compressed air car (OneCAT) and the the cheapest model ever produced, introduced at the

2008 Geneva auto show, the Tata Nano, a car which will set you back some $2.500. Also,

Tata has expressed their wish to come up with a car made 100% out of plastic, in an effort

to fight rising costs for metal

production.

15

Ratan Naval Tata

Jehangir Ratanji Dadabhoy Tata


CHAPTER III

ANALYSIS AND

INTERPRETATION OF

DATA

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Financial Performance of Tata Motors

Over the years the company has performed exceptionally well financially inspite of the

cyclical nature of the industry. A critical analysis of the financial statements provides us

with the following insights.

The issue of Cyclicality is plaguing the automotive sector and the future outlook in India is

not great considering the robust

performance of the past 3

years. Tata Motors has

countered this by increasing the

share of exports in the sources

of revenue. Excess debt has led

to a high Debt to Equity ratio

and this is not good news as the

company plans to go for further

capital expansion. Also the percentage of cash flow used for CAPEX is increasing 7

Rising interest rates in the economy is a cause of concern as it dampens both capital

investments and softens the domestic demand. Positives: The cash flow from operations

has grown 11 times compared to last year despite a huge CAPEX. Tata Ace single

headedly raised the market share of Tata Motors in LCV segment by 5%. The operating

leverage for Tata Motors is higher due to the high fixed costs of CAPEX. But still the

overall financial leverage of Tata Motors is well under control when compared to Ashok

Leyland

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Internationalization Tata motors has decided to focus on a narrow base of 14-15 countries

where market conditions are similar to that of India As a part of the company's new

internationalization strategy, the company has decided to focus on a narrow base of 14-15

countries where market conditions are similar to that of India. In these countries, Tata

Motors now has dedicate. Financial Performance of Tata Motors Over the years the

company has performed exceptionally well financially inspite of the cyclical nature of the

industry.

A critical analysis of the financial statements provides us with the following insights

.The issue of Cyclicality is plaguing the automotive sector and the future outlook in

India is not great considering the robust performance of the past 3 years.

Excess debt has led to a high Debt to Equity ratio and this is not good news as the

company plans to go for further capital expansion.

Also the percentage of cash flow used for CAPEX is increasing 7. Rising interest

rates in the economy is a cause of concern as it dampens both capital investments and

softens the domestic demand. Positives the cash flow from operations has grown 11 times

compared to last year despite a huge CAPEX. Tata Ace single headedly raised the market

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COMPARISON BETWEEN TATA MOTORS AND MARUTI SUZUKHI IN INDIA


share of Tata Motors in LCV segment by 5%. The operating leverage for Tata Motors is

higher due to the high fixed costs of CAPEX.

In these countries, Tata Motors now has dedicated manufacturing facilities, marketing

teams and sales teams. The idea is to have self- sustained operations in this narrow band

of countries. The company evaluates locations on the basis of market opportunities and

labour skills. In the framework pertaining to international expansion strategies, Tata

Motors can be identified as an Extender, and is focusing on expanding into markets similar

to those of the home base, using competencies developed at home

Exhibit 2 Where is Tata Motors now and How to Globalize?

Korean Operations

Tata Motors entered the advanced Korean Market by acquiring Daewoo, with which it has

tremendous synergies in terms of product strategy and R & D. Tata Motors has planned to

use this merger and leverage the technology for developing a World Truck for India and

international markets.

South African Operations

In the export market, Tata Motors moved from a fragmented approach to specific markets,

chosen in terms of consumer behaviour, distribution networks, supply chain, etc. and

identified South Africa as one of the best markets. The sales in this region are about

15,000 units 4. This is a significant improvement over what Tata Motors was cumulatively

exporting (8000 units) before adopting its new internationalization strategy.

Thailand Operations

Tata Motors formed a joint venture with Thonburi Automotive Plant to enter Thailand.

Thailand is the second most competitive market for pickups, and the new pickup trucks

developed here will be sold in both domestic and export markets.

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Latin American Operations

Tata Motors has taken its alliance with Fiat to produce a new one-tonne pick-up truck, for

Latin American markets from Fiat's facility in Argentina. This arrangement will also see

Tata Motors forming a joint venture with a subsidiary of Iveco, the commercial vehicle

division on Fiat, to set up a distribution network. Now that Tata Motors has established a

sustainable model in some countries, its main challenge is to replicate this model in other

countries as well.

How to replicate this strategy for other markets?

Sustainable competitive advantage lies not in one, but a combination of multiple resources,

each of which individually need not necessarily be the best, but in overall weighted

average terms, presents the best solution. For Tata Motors, the combination of resources

providing it competitive superiority on a weighted average basis includes

Exhibit 3 Three-way Resource

In terms of product reliability, Tata Motors offers products of reasonably high standards.

However, foreign players like Volvo and even local competitors like Ashok Leyland

arguably offer products that are far more refined. But this is more than compensated by a

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P ro d u ct R e liab ility

Se rv ice N e tw o rk

C h an n e l R e ach


dependable service network and extensive channel reach. Tata's service and distributor

network is by far the most extensive of any player in the trucks industry. Hence in overall

weighted average terms, Tata Motors still has a winning proposition

Recommendation Matrix

Based on a close scrutiny of the resource based view of Tata Motors and the challenges it

faces, we propose a recommendation matrix arranged along three broad dimensions

Tangible, Intangible and Capabilities.

Exhibit 4 Three Dimensional Recommendation Matrix

The strategies in this domain are primarily directed at sustaining Tata Motors' first mover

advantage with respect to its offering in the Small Commercial Vehicle segment - ACE.

Strategy Sustaining the First Mover's Advantage

Tata Motors has an unparalleled network of dealers and service stations across the country

for Medium and Heavy Commercial Vehicles (M and HCV). However most of these

service stations are along inter-city routes. It would need to replicate this network at intra-

city level for its hugely successful SCV - the Tata ACE. For this Tata Motors can liaise

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STRATEGY SUSTAINING THE FIRST MOVER'S ADVANTAGE

STRATEGY INTANGIBLE ASSETS

STRATEGY CAPABILITY ACQUISITION


with small garages, train them and certify them as 'Tata Authorized Service Station.

Product Portfolio Tata Motors has positioned ACE as a multipurpose vehicle (MPV). This

is where Tata Motors can learn from the Maruti small car strategy that posits that 'there is

no such thing as a small car buyer'. Hence Tata Motors should endeavour to move form a

multi-purpose positioning to a mass customization positioning for ACE, wherein multiple

variants are offered on the ACE platform, each uniquely suited for a specific application -

such as tippers, long base trawlers, milk carriers. Intangible In intangible terms, Tata

Motors needs to bolster its brand loyalty, by providing a unique customer experience.

Strategy Intangible AssetsUnique Customer Experience In commercial vehicles industry, the uniqueness of customer experience is largely driven

by the efficacy of the 'Support' framework. If your car breaks down, you can take a taxi to

office. But that's not so for a transport operator. For him, his vehicle is at the heart of his

business and hence responsive after-sales support is critical. Minimizing downtime calls

for a service network that is highly responsive and easily accessible. Besides, Tata Motors

should also consider introducing mobile service units for Tata ACE that can respond to

customer calls anywhere within a given city. Start treating "Services" as a dedicated profit

center. Towards this end, the company should "productize" annual maintenance contracts.

Brand Reputation Building a reputation will help sustain sales, without having to engage in

discount sales. Capabilities There are two broad capabilities that Tata Motors should seek

to acquire.

Strategy Capability AcquisitionTechnology Appropriation

Technology Appropriation is the key to Tata Motor's ambitions to offer products with

engines larger than 210 HP. As the share of ultra heavy commercial vehicles grows, the

company will need to face up to technologically superior players like Volvo. Here, Tata

will have to carefully spearhead its 'World Truck' program by carefully coordinating

technology appropriation from its numerous international technology partners, notably

Daewoo, Fiat and Hispano, Robust Supply Chain.

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MARKETING STRATEGIES

NANO

The introduction of the Nano received media attention due to its targeted low price. The

Financial Times reported "If ever there were a symbol of India’s ambitions to become a

modern nation, it would surely be

the Nano, the tiny car with the

even tinier price-tag. A triumph of

home grown engineering, the

$2,200 (€1,490, £1,186) Nano

encapsulates the dream of millions

of Indians groping for a shot at

urban prosperity." The car is

expected to boost the Indian

economy, create entrepreneurial-

opportunities across India as well

as expand the Indian car market by 65% The car was

envisioned by Ratan Tata Chairman of the Tata Group

and Tata Motors, who has described it as an eco-

friendly people's car. Nano has been greatly appreciated

by many sources and the media for its low-cost and

eco-friendly initiatives which include using

compressed-air as fuel and an electric-version (E-Nano

Tata Group is expected to mass-manufacture the Nano,

particularly the electric-version, and, besides selling them in India, to also export them

worldwide.

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The Tata Safari is an SUV produced by Tata Motors of India. It is the first SUV to be

designed, developed and manufactured "entirely" in India. The SUV was first released in

1998 with a 2.0 litre Turbo Diesel engine.

It was this modified version that won the Motor Forum's Car of the Year for 2007, in the

SUV category. Voted by the

users, it beat out rivals such as

the Toyota RAV4, Land Rover

Freelander and Honda CR-V.

In October 2007 Tata unveiled

the 2.2-litre Safari DiCOR

which had an increased power

output of 143 PS (105 KW). But

it was shortly replaced by the

more advanced DiCOR 2.2 VTT (Variable Turbine Technology) engine which had a

power output of 140 PS (103 kW) at 4000 rpm and a torque output of 320 N·m (236 ft·lbf)

at 1700 rpm. It is widely regarded as the best engine used by Tata Motors

Safari recently did a major overhaul and launched it with new look and new engine

DICOR and a new positioning. The new DICOR says " Reclaim your life" taking the

campaign to a higher level and trying to connect with the customer at a higher plane

24

http://en.wikipedia.org/wiki/Torque#Machine_torque

http://en.wikipedia.org/wiki/Honda_CR-V

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



http://en.wikipedia.org/wiki/Toyota_RAV4

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

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

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

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


Tata Novus is one of the best selling

commercial trucks in South Korea

Tata Indica, Tata Motors aimed to

increase its presence worldwide. In

2004, it acquired the Daewoo

Commercial Vehicle Company of South Korea. The reasons behind the acquisition were

Company’s global plans to reduce domestic exposure. The domestic commercial vehicle

market is highly cyclical in nature and prone to fluctuations in the domestic economy.

Tata Motors MARCOPOLO has also formed a 51:49 joint venture with Marcopolo a

Brazil-based global leader, lead by Brian

Behrle, in bus body building. This joint venture

is to manufacture and assemble fully-built buses

and coaches targeted at developing mass rapid

transportation systems. The joint venture will

absorb technology and expertise in chassis and

aggregates from Tata Motors, and Marcopolo

will provide know-how in processes and

systems for body building . . Tata Motors has a

high domestic exposure of ~94% in the MHCV

segment and ~84% in the light commercial

vehicle (LCV) segment Joint ventures Tata MarcoPolo NON-AC City Bus in Delhi. The

NON-AC version is only used in Delhi while AC versions are used in Bangalore, Mumbai

and Delhi.

25


Tata Ace It was India's first mini truck Tata Ace, India's first indigenously developed sub

one ton mini-truck, was launched in

May 2005. The mini-truck was a huge

success in India with auto-analysts

claiming that Ace had changed the

dynamics of the light commercial

vehicle (LCV) market in the country

by creating a new market segment

termed the small commercial vehicle

(SCV) segment. Ace rapidly emerged as the first choice for transporters and single truck

owners for city and rural transport. By October 2005, LCV sales of Tata Motors had grown

by 36.6 percentage to 28,537 units due to the rising demand for Ace. The Ace was built

with a load body produced by Autoline Industries. By 2005, Autoline was producing 300

load bodies per day for Tata Motors. Ace is still one of the number maker for TML, TML

sold the 2,00,000th Ace in August 2008, within 4 years since its introduction. Tata Ace has

also been exported to several European, South American and African countries.. In 2007,

Tata Motors generated revenues of ` 31,884.69 crore. Tata Prima was unveiled during the

Geneva Motor Show in 2009.

In 2004, Tata Motors bought Daewoo's truck manufacturing unit, now known as Tata

Daewoo Commercial Vehicle, in South Korea. In March 2005, it acquired a 21% stake in

Hispano Carrocera SA, giving it controlling rights in the company.

26


On 26 March 2008 Tata Motors agreed to purchase Jaguar Cars and Land Rover from Ford

Motor in a deal worth $2.3bn (£1.15bn)Tata Motors has also acquired from Ford the rights

to three other brand names: Daimler, Lanchester and Rover. There is definite cost

advantage as labor cost is 8-9 percent of sales as against 30-35 percent of sales in

developed economies. In India, it has focused on providing economical transport solutions

in consonance with its values of safety, quality, and environmental care. Its competitive

advantage is its high technology which makes the vehicle avery comfortable option to

travel through.

TATA is aimed at helping India emerge as a hub for global manufacturing and sourcing for auto

parts

27


TATA MOTORS MARKETING MIX

Marketing is the process by which a product or service originates and is then priced,

promoted, and distributed to consumers. The principal marketing functions involve

market research and product development, design, and testing. It is the business activity

of presenting products or services in such a way as to make them desirable

1.

PRODUCT (Brand, Packaging, Innovations, Quality)

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PRODUCT

PRICEPLACE

PROMOTION

PEOPLE

PROCESSESPHYSICAL EVIDENCE

PRODUCT

BRAND PACKAGING INNOVATION QUALITY


A . Brand : Advertising is often used to make consumers aware of a product’s special

low price or its benefits. But an even more important function of advertising is to

create an image that consumers associate with a product, known as the brand image.

The brand image goes far beyond the functional characteristics of the product. The

products of Tata Motors have many special characteristics to them, but when

consumers think of it, they not only think of its features, but they may also associate

it with quality, performance, class. All of these meanings have been added to the

product by advertising. Consumers frequently buy the product not only for its

functional characteristics but also because they want to be identified with the image

associated with the brand.

Tata Motors have been successful in creating and maintaining a professional brand

image.

B . Packaging : A vehicle cannot have a material packaging. Here, packaging refers to

and effective assembly of features. Tata Motors provide many innovative features to

suit the target customers and the product. E.g. Tata Safari Dicor has ‘Reverse Guide

System’ which includes a weather-proof camera to help the driver while reversing the

vehicle.

C. Innovations : The various motives behind buying an automobile are Need, Prestige,

Comfort, Fashion, Jealousy and Novelty. The R & D Department continuously

strives to bring new innovations in their product. Tatas have an industrial experience

of over 100 years and they are well known with the Psychology of Indian customers,

who desire more at less price. This experience has helped them to develop products

which fulfill the expectations of Indian consumers.

D. Quality Control : Tata Motors have their Quality Control standards and the QC

Dept. ensures that the customer does not face any inconveniences of a defective

product.

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2. PRICE (Pricing Strategy, Alterations, Discounts)

a. Pricing Strategy

The prices are fixed keeping in mind a number of factors. Tata Motors give a relative

price advantage as compares to its competitors. The various determinants of price

are

i. Market Condition

ii. Costs incurred

iii. Profit percentage desired by the Co.

iv. Dealer Profit

b. Alterations : The Company does not allow any alterations to any of the features of

the product. If there is an alteration which affects the performance of the engine,

then the warranty becomes void. However, there may be alterations in the

accessories, if desired by the customer.

c. Discounts : Discounts are decided by the Co. every month. Any further discounts

made from the profits of the dealer. However, the Co. may compensate the dealer

for the discounts allowed to a certain extent.

30

PRICE

PRICING STRATEGY ALTERATION DISCOUNTS


3. PROMOTION (Personal Selling, Advertising, Sales Promotion, Public

Relations)

a. Personal Selling : There is minimal personal selling involved. The Sales Officers

at the dealerships collect prospective customer databases and perform cold calling

to attract customers.

b. Advertising : Advertising is a form of commercial mass communication designed

to promote the sale of a product or service. Tata Motors is responsible for the

advertising of its products. The dealer does play any role in the advertising. The

various media used for advertising are T.V., Newspapers, Magazines, Hoardings,

Internet etc. The dealer conducts point-of-purchase displays to advertise the

products. The advertisements done by the Co. help the dealer to capitalize on the

market.

c. Sales Promotion : The purpose of sales promotion is to supplement and coordinate

advertising and personal selling; Sales promotions are designed to persuade

consumers to purchase immediately by providing special incentives such as cash

rebates, prizes, extra product, or gifts. The Co. conducts intensive sales promotion

during festivals such as festive discounts during Diwali.

31

PROMOTION

PERSONAL SELLING ADVERTISING SALES

PROMOTIONPUBLIC

RELATION


d. Public Relations : Public Relations is a management function that creates,

develops, and carries out policies and programs to influence public opinion or

public reaction about an idea, a product, or an organization. The Co. takes serious

measures to maintain good public relations. The Co. follows business ethics to

ensure that the customer is satisfied and receives good service whenever and

wherever he desires.

4. PLACE (Channels of Distribution, Physical Distribution)

a. Channels of Distribution : In case of vehicles, dealership method of distribution

and sales is generally adopted. Tata Motors have also adopted dealership

method of distribution of its products. The dealers purchase products from

the Co. at a negotiated price. The MRP is fixed by the Co. and the dealer gets a

profit within these prices. As the Co. deals in commercial and passenger

vehicles, there may be a single or distinct dealerships to market its commercial

and passenger vehicles in a town. However, if there is a single dealership

appointed, then the commercial and passenger vehicles are managed under

Commercial Vehicles Dept. and Passenger Vehicles Dept. respectively.

Tata Motors have contracts with the Government of India and it supplies buses

and passenger vehicles, in some cases, to the Govt. Sometimes, bulk quantities

of vehicles are ordered by a Govt. Dept. or a private company. The sales,

distribution and billing of these are looked after by the Co. itself.

32

PLACE

CHANNEL OF DISTRIBUTION

PHYSICAL DISTRIBUTION


b. Physical Distribution : The commercial vehicles are manufactured

at Jamshedpur, Lucknowand Pantnagar whereas the passenger vehicles are

manufactured at Pune plant. From the plant, the finished product is transported

to the dealerships. The nation-wide dealership, sales, services and spare parts

network comprises over 2,000 touch points. The dealerships are strategically

located in the target and potential markets to ensure efficient and timely

availability of its products in the market.

5. People

Tata Motors owe our success to the highly motivated and talented staff. Our

recruitment division picks the crème-de-la-crème from premier universities,

management and engineering institutes in India. They put them through

rigorous training programmes to hone their entrepreneurial skills and impart

comprehensive product knowledge.

6. Processes

Tata motors follow Balanced Scorecard Collaborative, Inc for achieving

excellence in overall Company performance.

7. Physical Evidence

The management of the company has managed to keep their hopes alive even

in this recession and hopes that the worse is behind Tata Motors recently

launched the most awaited car of the year, Tata Nano and the company has

already received 203,000 booking that are fully paid and 70 percent of the

applicants are ready to wait till the end of 2010 for the car to be manufactured.

33


RECENT BUSINESS DECISIONS (2006-07)

Tata Motors has taken numerous critical business decisions the last one year. The

endeavours include Joint Venture, New product launches, setting up of new plants, break

through into new markets etc.

Joint Ventures

1. On May 2006 Tata Motors, India and Marco Polo, Brazil announced joint venture to

manufacture fully built buses & coaches for India & markets abroad. This venture

helped Tata to cater to the growing demand in India and abroad.

2. On July 2006 signed a Memorandum of Understanding with Fiat Group to establish an industrial joint-venture in India to manufacture passenger vehicle, engines and transmissions for the Indian and Overseas markets.

3. On December 2006 Tata Motors and Thonburi Automotive Assembly Plant co., a Thailand based independent assembler of automobiles, announced formation of a joint venture company in Thailand to manufacture, assemble and market pick-up trucks.

Foray into new markets

1. On August 2006 Tata Group entered Russia with diverse range of trucks and buses. It hoped to sell 6000 vehicle unit/year for the next 3 years.

2. On October 2006 Tata Motors forayed into Ghana with new range of vehicle.

3. On January it commissioned a plant in Pakistan to assemble Tata Daewoo Trucks.

34


GLOBAL ECONOMIC DOWNTURN

A recession is a decline in a country's gross domestic product (GDP) growth for two or

more consecutive quarters of a year. A recession is also preceded by several quarters of

slowing down.

Causes:

An economy which grows over a period of time tends to slow down the growth as a part of

the normal economic cycle. An economy typically expands for 6-10 years and tends to go

into a recession for about six months to 2 years. A recession normally takes place when

consumers lose confidence in the growth of the economy and spend less.

35


This leads to a decreased demand for goods and services, which in turn leads to a decrease

in production, lay-offs and a sharp rise in unemployment. Investors spend less as they fear

stocks values will fall and thus stock markets fall on negative sentiment. Impact of a US

recession on India: Indian companies have major outsourcing deals from the US. India's

exports to the US have also grown substantially over the years.

The India economy is likely to lose between 1to 2 percentage points in GDP growth in the

next fiscal year. Indian companies with big tickets deals in the US would see their profit

margins shrinking. The worries for exporters will grow as rupee strengthens further against

the dollar. But experts note that the long-term prospects for India are stable. A weak dollar

could bring more foreign money to Indian markets. The whole of Asia would be hit by a

recession as it depends on the US economy. Asia is yet to totally decouple itself (or be

independent) from the rest of the

world.

Global recession has devastated the

global auto industry with pinching

effects on the Indian auto industry.

India is a strong and growing

economy but the hit of recession has

put red marks on the entire balance

sheet of the Indian economy. The financial performance of the company was adversely

affected by the sharp de-growth in the Indian automobile sector. The commercial vehicle

market shrunk by 17.4% to 415,652 vehicles and Tata Motors’ sales shrunk by 15.2% to

265,373 vehicles. Market share of the company in the commercial vehicle sector

improved, however, from 62.2% to 63.8%. The passenger vehicles segment reduced only

by 0.5% to 1,525,313 vehicles but the sales of the company reduced more sharply by 4.8%

to 207,512 vehicles. Market share of the company in the passenger car sector dropped

from 14.2% to 13.6%. The overall vehicle market reduced by 4.7% to 1,940,965 vehicles

and Tata Motors overall vehicle sales reduced by 10.9% to 472,985 vehicles. The

company’s overall market share reduced from 26.1% to 24.4%.

36


All the three major car manufacturers (Chrysler, Ford ,Toyota) have reported declined

growth after the hit of recession. After the industry experienced a heavy fall in the month

of August due to inflation, September proved to be a promising month with things setting

out at the right place. Then again the market went in the negative terrain swayed by the

wind of recession. October usually is considered to be the best month for car sales because

of the festive season. Unfortunately, this year it proved to be a curse for the Indian auto

industry.

All the three major car manufacturers have reported declined growth after the hit of

recession. After the industry experienced a heavy fall in the month of August due to

inflation, September proved to be a promising month with things setting out at the right

place. Then again the market went in the negative terrain swayed by the wind of recession.

October usually is considered to be the best month for car sales because of the festive

season.

37


BUSINESS DECISIONS (2009-2010)

2009-10 was the year of innovation at Tata Motors and hence we have selected “Wheeling

Innovation” as the theme for this report. Innovation is an intrinsic part of our growth

strategy and we demonstrate it through our approach in everything we do. From changing

customer needs to managing scarce resources, elements of innovation are embedded into

our business processes.

“Our culture of perpetual search for excellence is attributed to our ethos and our efforts to

serve customers over several decades by bringing

continuous innovation in our products and

processes. We have created several breakthrough

products that have changed market dynamics and

helped in providing our customers a new

experience and value for money”

. In the 80s we introduced the 407 platform for

Light CVs – a cost effective alternative to the then existing Japanese vehicles.

In the 90s we presented Indica – India’s first indigenously designed passenger car, that

offered more car per car to the user. In 2005 we introduced ACE – India’s first mini-truck

to meet the needs of last mile distribution, offering the functionality of a 4-wheeler at the

price of a 3-wheeler.

In 2008, we introduced Nano – the people’s car at a price point that was never heard of,

with the functionality of a standard car and compliant to current safety and environmental

regulations. The Nano has to its credit a record 37 patents.

In 2009, we launched the World Truck, a new generation of trucks that match with the

best in the world and perform at a lower life-cycle cost. We have adopted the Tata

Business Excellence Model (TBEM) to ingrain innovation across all business processes.

This model is based on the Malcolm Baldridge National Quality Award for business

38


excellence and principles of Balanced Score Card. As an outcome of implementation of

this model, we have deployed IT systems across the value chain, institutionalized a Stage

Gate process to develop right products and implemented a collaborative product

development approach that utilizes the capabilities of suppliers, design houses, subsidiaries

and associate companies specializing in different verticals. Our innovation agenda is

driven by our people and we diligently identify right talent and nurture them to become

future leaders and achieve business goals. At a global level, we continue to position

ourselves as a local company in the country of operation in order to address the needs of

all stakeholders. With a strong financial position, balanced portfolio of products, well-

defined growth plan, and access to national / international markets, we feel that we are

now in a better position to create sustainable value and achieve responsible growth. We are

committed to achieving our goals as responsible citizens and assign high priority to health,

safety, well-being and development of our people.

39


40


41


42


D E S I G N E D F O R

G L O B A L E X C E L L E N C E

TATA produce a wide range of automotive products as follows:

• Passenger Cars

Tata passenger cars include the small car – the Tata Nano, the compact cars - Indica and

the Indica Vista, the mid-sized cars - Indigo and the newly launched Indigo Manza and the

station wagon version of the Indigo, the Indigo Marina. Tata have expanded our car lines

by introducing several variants to suit different customer preferences. For example, the

Indica gasoline variant, Xeta, is available with a dual fuel (petrol and liquefied petroleum

gas) engine. Jaguar has established its presence in the premium car segment. With the

discontinuation of production of the X Type in December 2009, Jaguar currently produces

three car lines XK, XF and XJ. A new generation of the Jaguar, XJ, was also unveiled in

London in July 2009.

43

• Passenger Cars

• Utility Vehicles:

• Light Commercial

Vehicles:

• Medium and Heavy

Commercial Vehicles:


• Utility Vehicles:

Tata manufacture a number of utility vehicles, including the Sumo, and the sports utility

vehicle, the Tata Safari and the lifestyle pickup, the Xenon XT. The Sumo, the Safari and

the Xenon XT have variants to meet different consumer preferences such as the Safari

DICOR 2.2 VTT range, powered by a new 2.2 L Direct Injection Common Rail (DICOR)

engine and the Sumo Grande, an SUV with the comforts of a family car. Tata have

unveiled Aria, our next generation of premium SUV powered by a 2.2 L DICOR engine at

the Auto Expo 2010. Land Rover produces five car lines under the brands of Range Rover

and Land Rover, and provides Tata with presence in premium all-terrain vehicles. Range

Rover is the premium range consisting of Range Rover and Range Rover Sport, and the

Land Rover brand comprises of the Defender, Discovery and Freelander vehicles.

• Light Commercial Vehicles:

Tata manufacture a variety of light commercial vehicles, or LCVs, including pickup

trucks, trucks and buses with a GVW of between 0.7 tonne and 7.5 tonnes. This also

includes the Ace, India’s first indigenously developed mini-truck with a 0.7 tonne payload,

the Magic, a passenger variant for commercial transportation developed on the Ace

platform, and the Winger.

• Medium and Heavy Commercial Vehicles:

Tata manufacture a variety of medium and heavy commercial vehicles, which include

trucks, buses, dumpers and multi-axled vehicles with GVW of between 9 tonnes to 49

tonnes. In addition, Tata manufacture a range of high horsepower trucks ranging from 220

horsepower to 500 horsepower, including dump trucks, tractor-trailers, mixers and cargo

vehicles. During fiscal 2010, Tata unveiled a new range of trucks, referred to as the as

‘Prima’ line, to Tata’s customers in India, South Korea, and expect to extend the offer

gradually to other countries such as South Africa, the other SAARC countries, Middle East

and various countries in Africa.

44


G U I D E D B Y A C L E A R V I S I O N

Passenger Car Business Unit (PCBU)

Vision

To develop TATA into a world class Indian car brand for innovative and superior value vehicles.

World class in:-

• Product appeal and styling - clean, contemporary lines and shapes

• Interior space and passenger comfort

• Quality and reliability

Superior value in offering:-

• Lowest ownership cost

• Relevant cost effective technology

• More content at same price point

as competition

Mission

• To be the most admired multi-national Indian car company producing vehicles that people love to buy

• To create an organization that people enjoy working for, doing business with and investing in.

Commercial Vehicle Business Unit (CVBU)

Vision

To be a world class corporate constantly furthering the interest of all its stakeholders.

Mission

Shareholders: To consistently create shareholder value by generating returns in excess of Weighted Average Cost of Capital (WACC) during the upturn and at least equal to Weighted Average Cost of Capital (WACC) during the downturn of the business cycle.

Customers: To strengthen the Tata brand and

create lasting relationships with the customers by working closely with business partners to provide superior value for money over the life cycle.

Employees: To create a seamless organization that incubates and promotes innovation, excellence and the Tata core values.

45


Vendor and Channel Partners: To foster a long-term relationship so as to introduce a broad range of innovative products and services, that would benefit our customers and other stakeholders.

Community: To proactively participate in reshaping the country’s economic growth.To take a holistic approach towards environmental protection.

A clear view is essential, to maintain a momentum and to race ahead at high speeds.

Tata are guided by a clear vision, well supported by management systems that help us achieve unattainable goals and demonstrate sound performance.

Sales

PASSENGER CARSUTILITY VEHICLELIGHT COMMERCIAL VEHICLEMEDIUM AND HEAVY COMMERCIAL VEHICLE

34.3%

5.2 %33.9 %

26.6%

46

SALES BY SEGMENT IN TATA MOTORS 2010


Sales

PASSENGER CARSUTILITY VEHICLELIGHT COMMERCIAL VEHICLEMEDIUM HEAVY COMMERCIAL VEHICLE

33%

7.7%31.9%

27.4%

47

SALES BY SEGMENT IN TATA MOTORS 2009


SALE OF VEHICLE CATEGORY IN PERCENTAGE

Category

Fiscal 2010 Fiscal 2009 Fiscal 2008

Units % Units % Units %

Passenger

Cars

232,006 34.3 166,962 33 182,291 30.5

Utility

Vehicle

35,107 5.2 39,049 7.70 50,130 8.4

Light

Commercia

l Vehicle

228,987 33.9 160,787 31.90 173,382 29.0

Medium,

Heavy

Commercia

l Vehicle

179,661 26.6 138,601 27.40 191,394 32.1

Total

675,761 100 505,399 100.0

0

597,197 100

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ADVERTISEMENT

Online Advertisement

First step we start before lunching Tata Nano, we do the online advertisement. Tata Nano created

a Web site ± www.tatanano.com± on March 2009 to better communicate with the customers. In

the Web site, we posted the photo

categories and videos to provide

customers the information and

special features of Tata Nano and

bring them inside the company. In

addition to photos and videos, the

web site links to recent news

about Tata Nano and space for

public feedback. Besides that,

Blogs have become an important

outlet for word of mouth which

are regularly updated online

diaries. Blogs is bringing together

people with common interests.

They vary wide and can influence a vast audience due to many internet users have read Blogs. We

can establish the blog network and carefully monitoring to find out what's on people's minds

especially the potential customers. This is a cheapest and good way to build up brand awareness.

Television Advertisement

Television advertisement is very expensive but this is the most powerful to perform the Tata Nano

to the public by demonstrating Tata Nano attributes and persuasively explaining their

corresponding consumer benefits. By lower advertising budget, we cannot do the TV

advertisement in whole day, so we just choose the prime time (7pm ± 11pm) to place the

advertisement. By properly designed and executed TV advertisement can improve brand equity

and affect sales and profits.

49

JAGUAR ONLINE ADVERTISEMENT


Radio Advertisement

Most of the Malaysians listen to the radio daily. Now a day have many facilities such asMP3,

hand phone and so on, is convenience for the people to listen the radio anytime at anywhere, This

is a cheap and pervasive medium for us to create the brand awareness by repeatedly listen the

advertisement and the brand name. Advantages of the radio advertisement are flexibility, quick

response and also more effective media for reaching teens.

Newspaper Advertisement

Beside that the radio, most of the Malaysians also will saw a newspaper everyday. So this is good

market coverage. From here, Tata Nano can

get the broad acceptance and good reputation

from Malaysians. Newspaper advertising is

inexpensive.

Marketing Campaign

This Marketing campaign is base on every

four month. Marketing Campaign for July

2009 to October2009Tata Nano will lunch at

Malaysia on July 2009. Launching program is

very important for positioning which is the act

of designing Tata Nano and image to occupy Malaysia in the minds of the target market.

Launching program also is one of the promotion strategies to build awareness, through launching

at public center. Tata Motor will introduce the Tata Nano to market.

50

NANO ADVERTISEMENT IN NEWSPAPER


SOCIAL OBLIGATIONS

• Energy and Climate Change

The maximum impact of a vehicle on climate change is during its use and we continually

strive to produce products that have

improved fuel efficiency and lower

emissions throughout their life cycle.

Across manufacturing plants, we also focus

on energy efficient processes and

conservation initiatives.

• Material and Waste Management

Material substitution is a focus area at Tata

Motors, where we try to replace virgin

materials and/or hazardous materials by

environment friendly materials. Recycle and reuse of materials, along with reduction of

waste, not only contributes towards reducing our environmental impacts, but also help in

improving our operational efficiency. Our research and development team is working

towards evaluating the end of life recoverability and recyclability of our vehicles.

• Health and Safety

Vehicular safety is of paramount importance for our customers, and we ensure that the

safety performance of our vehicles exceed the prescribed standards. By virtue of our

manufacturing processes, occupational health and safety is vitally important to us, and we

have taken steps to reduce incidents and accidents by providing a safe working

environment.

• Sustainable Innovation

The year 2009-10 was the “Year of Innovation” for Tata Motors, and this was

demonstrated by our path breaking products such as the Nano and the World truck. From

changing customer needs to managing scarce resources, elements of innovation have been

51


embedded into our business

processes.

• Social Responsibility

Building on the legacy of the Tata

Group, we at Tata Motors

contribute to the development of

society through varied and

numerous initiatives, spread across geographies. Environment, education, health and

enhancing employability are our focus areas.

C A R I N G F O R THE SOCEITY

Assessing community perception

This year Tata conducted a community

survey at Pune with a sample size of 300

individuals with a motive of getting a

better understanding of community

perception and to comprehend the

emerging needs of the community. The

surveyed highlighted that a significant

43% of people benefited from the

infrastructure built by Tata. Also more

than 50% agreed that tata were committed towards social responsibility and more than

45% agreed that we were environmentally responsible in comparison to our peers which

depicts the community expectations based on which Tata categorised them into four major

categories namely employability, environment, education and health on which our

initiatives are based on.

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Enhancing Employability

Tata actions on

employability thrust areas

are focused on youth and

women. They run across the

chain from technical

education institutes to actual

facilitation of income-

generation. Women have

been trained in appropriate

skills and facilitated to

establish cooperative societies, manufacturing a diverse range of items from traditional

food items to components for our vehicles. Farm development through enhancing

irrigational facilities, introducing modern agricultural practices and supplementary

activities like apiculture, pisciculture and vermi-composting has led to enhanced income

levels of farmers. Vocational training in computers, rural BPO, mobile repairing and AC

refrigeration has led to gainful employment of the village youth. Tata also encourage the

formation of Self Help Groups

(SHGs) in villages, provide

them with guidance in initial

stages and trainings in areas

such as basic book keeping and

entrepreneurship skills.

Vocational Training

Training is provided to the

socially and economically

disadvantaged groups through the Mechanic Motor Vehicle Trade course in partnership

with the Ramakrishna Mission, an NGO, at Thane, Maharashtra. This course is aimed at

training students primarily from the tribal belt and has successfully trained seven batches

53


of students. The result was an increase of placement rate by 80%, employment in various

service stations, while some have also started their own repair shops.

Empowering women

Development of women

plays an important role in

the overall advancement

of a family. Keeping this

in mind, we provide

various skill development

programmes such as

stitching, embroidery,

charkha, food products,

beautician training and

manufacturing of utility items to women. These vocational training programmes have been

organized for empowering women through Self Help Groups (SHG) and Mahila

Mandals. The socially disadvantaged women of Murlipur village, Lucknow received an

intensive six months training for sub-assembly work.

Nurturing Skills

Tata run several training programmes within the

manufacturing units like the Full-time Apprenticeship

Programme (FTA), Job Trainee Apprenticeship

Programme (JTA) and Technical Vocational

Apprenticeship Programme (TVA) which have catered

to the advancement of students by significantly raising

employment. Reservation of seats for SC/ST and OBC candidates in these programmes are

as per the Apprentice Act, 1995.

Affirmative Action

54


In line with the Tata Group initiative of Affirmative Action, the company is implementing

initiatives across the 4 Es of Employment, Entrepreneurship, Employability and Education,

with a clear focus on the latter for the Scheduled Castes and Scheduled Tribes.

Environment

Under the thrust area of environment we focus on activities related to social forestry,

sustainable farming practices, irrigation, water shed management, afforestation and

biodiversity preservation. Our activities have an impact on both rural and urban areas,

ranging from wells and check-bunds in remote villages to green belts and lakes in urban

habitations.

Tree transplantation

At Pantnagar, Tata initiated a tree transplantation initiative where in the trees that required

to be cut were relocated and replanted at an appropriate location. This procedure of

relocation was done taking safety measures like application of pesticides on the roots of

the trees to avoid fungal infection and insect attack. Trees that were relocated were

replanted with proper support and balance and their growth was monitored. This resulted

in saving 25 years of growing a new tree of the same size.

Education

To contribute towards developing a sustainable society, and to fulfil our role as a corporate

citizen, we lay a lot of emphasis on educational activities across India. Our support

towards education runs across the chain from supporting schools through upgrading

existing infrastructure and facilities to improving the quality of education through

teacher’s training programmes and extra-curricular activities for the children. We create

school infrastructure, support teachers’ training, provide scholarships and help

organizations, working among the disadvantaged or special children.

55


Awards & Accolades 2009-10

The following were our achievements during FY2009-10:

• The Economist named Mr Ratan Tata,

Chairman of Tata Motors as the winner of its

annual 'Business Process Innovation Award'

for the successful development and launch of

the world's cheapest car, the Tata Nano

• Tata Motors has received two prestigious

awards – the NASSCOM CNBC IT User

Award in the Auto segment and the CIO 100

Special Award in the Innovation category –

for excellence in IT implementation

• Tata Nano won the Gold Prize in the 2010 Edison Awards under the Best New Product –

Transportation Category

• Tata Nano won the Frost & Sullivan 2009 Innovation Award for its outstanding

innovation and exceptional contribution to the auto industry as an engineering marvel.

• CNBC-TV18 conferred the

Chairman, Mr..Ratan Tata, with the

India Business Leader Award for

building the brand India abroad.

• Tata Motors has won top three

honours at the annual Good Green

Governance (g3) Awards 2009

• Tata Motors has been declared as the

Commercial Vehicle Maker of the year in the ‘CV’ Commercial Vehicles Awards 2010,

instituted by CV Magazine.

56


• Tata Motors won the Gold award at the Reader’s Digest Asia Trusted Brand Awards for

the 4th consecutive year.

• Tata Motors is among the country’s most admired companies for their Corporate Social

Responsibility initiatives, according to a survey conducted by global consultancy firm,

Nielsen.

• CVBU Pune plant was awarded a Trophy and Certificate for “Green India Awards-2009

& was declared as “Green Leader” by FROST & SULLIVAN, Bangalore.

• Tata Motors CVBU was awarded the Golden Peacock award for Occupational Health &

Safety for the year 2010.

• ACE Plant at Pantnagar plant won first prize in “Automobile Manufacturing” sector, an

award for “National Energy

Conservation Awards-2009” by Bureau

of Energy Efficiency (BEE), Ministry

of Power, GoI.

• Car Plant at Pune bagged the First

Prize in Safety, Health & Environment

(SHE) competition organized by the

Confederation of Indian Industry (CII),

Western Region, for the year 2009-10.

• Jamshedpur plant won the Best Entry

Award for the Energy Conservation (ENCON) Contest 2009-10 organized by the

Confederation of Indian Industry (CII) in the Eastern region (ER).

• Lucknow has been awarded the Excellent Energy Efficient Unit Award at the 10th

National Awards for Excellence in Energy Management - 2009 conducted by CII - Godrej

Green Business Centre at Chennai.

57


CHAPTER IV

CONCLUSION

58


CONCLUSION

From this project we conclude that the marketing strategies of Tata motors are according

to market. They always look after their consumers and their needs. They make changes in

their product what consumer wants, that’s why most of the consumers, are satisfied from

the company. Company wants that every people can purchase their product so, they have

product from low price to high price with number of different styles and designs without

compromising product quality. Company is also providing good services to their

customers. Company has its own show rooms and service centres in different places so

customers can’t face many difficulties to purchase their products.

“Success will largely be determined to the extent a company can differentiate itself in

terms of intangibles that go with a car.” Success could well hinge on the best of bundle of

services that a carmaker can provide.

59


QUESTIONNAIRE

Q. Which Indian motor car company do you prefer?

1. Maruti Suzukhi

2. Mahindra & Mahindra

3. Histustan Motors

4. Chinkara Motors

Q. What do you think of durability and quality assurance of Tata Motors?

1. Excellent

2. Good

3. Average

4. Poor

Q. Would you recommend Tata Motors to others?

1. Yes

2. No.

3. Don’t Know

Q. Which section of Tata Motors do you think is the best?

1. Light Commercial Vehicles

2. Passenger Vehicles

3. Heavy and Medium Commercial Vehicle

4. Utility Vehicle

Q. What do you think of Tata Motors after sales services?

1. Excellent

2. Good

3. Average

4. Needs significant improvement

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Q. Why do you think Government of India preferred Tata Motors Bus for passenger’s bus amongst its competitors?

1. Quality

2. Endurance and Durability

3. Cheap and Feasible

4. Any other reason

Q. Which countries do you think Tata motors should target in Utility vehicle segment to emerge as a global competitor?

1. Developed country

2. Developing country

3. Under-developing country

4. Only domestic country

Q. Do you think incorporating Jaguar and Land-Rover would help Tata Motors emerge as a Global motor vehicle manufacturer?

1. Yes

2. No

3. Depends on further expansion

4. No idea

Q. Do you think introducing Tata Nano in market was an

1. Ambitious idea

2. Potential idea

3. Pessimist idea

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Q. In considering the overall direction of the company's marketing effort, how would

you rate

A. The financial strength of the company?

1 Excellent

2 Good

3 Fair

4 Poor

B. The company's focus on improving customer satisfaction?

1. Excellent

2 Good

3 Fair

4 Poor

Q. How well do you remember this advertisement?

1. Remember Add

2. Remember company and product but not ad

3. Remember company but not product or ad

4. Don't remember at all

62


0

63

Documents

Tata Motors Word