Tata Stylo 2003

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    TATA STYLO

    PRINCIPLES OF FASHION MARKETING

    SUKHDEEP SINGH

    SHIKHA KANDHARI

    SEEMA VERMA

    RUCHI SHARMA

    ROHIT KUMAR SINGH

    SHREYA SRIVASTAVA

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    AUTOMOBILE INDUSTRY

    OVERVIEW

    India is the third largest manufacturer of compact cars in the world. In India there are 100 people per vehicle, 82 in China.

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    COMPETITOR ANALYSIS MARKET

    SHARE

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    ABOUT INDIAN CAR MARKET

    IT is expected that by 2030, the Indian car market will be the 3rd largest car

    market across the globe.

    The main encouraging factors for the success story of the car market in India are

    the increase in the opportunity for new investments, the rise in the GDP rate, the

    growing per capita income, massive population, and high ownership capacity.

    Initially the most popular car model dominating the Car Market in India was the

    Ambassador, which however today gave way to numerous new models like Maruti,

    Fiat, Hyundai, BMW, and many others.

    The future of Indian Automobile market is bright as it looks forward to

    manufacturing and implementing new innovations .

    Small cars are launched, keeping in view the financial standards of the majority of

    Indian citizens.

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    KEY ISSUES IN PROCESS OF

    GROWTH Customer care, and not just 'service' .

    Domestic as well as multinational investments

    Searing through cut-throat competition Almost all brands in the world available

    Road safety Lacking the basic amenities.

    Anti-pollution norms affect the exports as the norms are stringent in foreign

    countries.

    Coordination with the government to enable advancement

    Used vehicle trade in initial phases but does not enjoy the market like in

    European countries.

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    COMPETITOR ANALYSIS COMPACT

    CAR MARKET

    MARUTI SUZUKI 800 - For years Maruti 800 has remained the right opening car

    for people who look for low cost of ownership and fuel efficiency.

    CHEVROLET SPARK - The spark is contemporary and appealing. It offers better

    fuel efficiency and low cost of service and extended warranty. The spark is

    exceedingly refined but the pricing is little higher than its rivals. MARUTI SUZUKI ALTO - 796 cc engine similar to the Maruti 800 but a little

    refined. It has a 5 speed gearbox and higher build quality.

    HYUNDAI SANTRO - The santro has a tall boy design and is equipped with eRLX

    engine that is a 1.1 litre sized engine. The car is easy to drive and agile but lacks in

    the safety parameter TATA INDICA - It is a good looking and spacious family hatchback but is fighting

    for a image in the Indian markets. Designed by the Pininfarina Corp.. The same

    company that designed the cars for Ferrari.

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    COMPANY PROFILE

    Tata Motors Limited, earlier known as TELCO (TATA Engineering andLocomotive Company) is headquartered in Mumbai, India.

    It Is India's largest passenger automobile and commercial vehiclemanufacturing company.

    The OICA ranked it as the world's 20th largest automaker.

    Tata has developed Tata Ace, India's first indigenous lightcommercial vehicle, Tata Safari, India's first sports utility vehicle, TataIndica, India's first indigenously manufactured passenger car, andthe Nano, the world's cheapest car.

    Tata Motors has over 1,400 engineers and scientists in six R&Dcentres in India, South Korea, Spain and the UK.

    Its vehicles are exported to Europe, Africa, the Middle East, Southand Southeast Asia and South America.

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    IDEA BEHIND THE PRODUCT

    Towns and cities offer a vast array of amenities. But whats the use of havingcountless shops, restaurants and cafs, if you cant find anywhere to park nearby?

    The idea behind the STYLO is to create a vehicle easy to park and short enough to

    allow "nose-in" parking.

    Small size allow two STYLO to park in the space as one mid sized luxury car.

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    IDEA BEHIND THE PRODUCT

    The STYLO would be the most fuel-efficient petrol-engined car for sale in India.

    The raised seat position will offer a clearer overall view of the traffic situation.

    Apart from the added comfort, the STYLO also provides for more flexible and

    agile motoring in towns and cities.

    The particularly light bodypanels contribute to an excellent power/weight ratio,

    resulting in improved performance and reduced fuel consumption.

    The low fuel consumption is kind not only on wallet but on the environment too.

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    FEATURES

    The engine: With a capacity of less than one litre, the engine is extremely

    compact and space-saving. The compact 3-cylinder in-line engine is with a

    capacity of 800 cc. Low on consumption, high on performance.

    The transmission: The newly developed automated manual 4-speed

    transmission provides for faster gear shifting, free of any delays. The STYLO

    will also offer user-friendly option in the form of the automatic gear

    programme which does away with the need to use a clutch pedal. This is

    particularly convenient in town and city traffic.

    Safety: Protection is also provided in the event of a head-on collision by belttensioners and belt-force limiters. Collapsible steering column and dual impact

    side bars add more safety. Deformable, high quality plastics are cushioned

    with thick foam to absorb impact energy and minimise risk of injury.

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    FEATURES

    InteriorRear Passenger seat backrest can be folded right down for storage.

    Storage compartments on front doors.

    Coin holder

    Interior lighting

    Make-up mirror in passenger sun visor

    Exterior

    Body panels in deep black or body colour

    Side indicators Door mirror caps in body colour

    Third brake light

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    STANDARD EQUIPMENT

    Safety

    Safety seats with integral seat belts Seat belts with belt tensioners and belt force limiters.

    Dual Side-double impact beams to absorb impact.

    Drive lock automatic door locking when the vehicle is in motion

    Functional equipment

    Automated / manual 5-speed transmission

    Central locking with radio remote control and immobiliser.

    multi-functional display (fuel gauge, coolant display, reserve indicator, service interval

    indicator, trip recorder, clock)

    Exterior temperature indicator

    Rear window wiper with interval wiping and automatic wipe/wash function (coup)

    Electrical equipment

    Headlamp range adjustment (manual)

    3-button key Tank cap integrated in the central locking system

    12 volt socket

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    VARIANTS

    Pure

    Solid roof

    Manual window winders

    3 - spoke steering wheel

    Steel wheels (15") with front tyres:155/60 R 15;

    Rear tyres: 175/55 R 15

    Door mirror caps & radiator grille inblack

    Colour of upholstery: Plain grey

    Contrast components in the colour:Plain grey

    Fabric elements on instrument panel;

    In car clock.

    Pulse

    Solid roof

    Softip manual gear shifting (shiftlever).

    Air conditioning manual.

    Electric windows

    3-spoke steering wheel

    Steel wheels (15") with stylishwheelcaps, front: 175/55 R 15; rear:195/50 R 15

    Dashboard instruments (cockpit clockand rev counter)

    Front fog lights

    Body coloured rear view mirrors

    Colour of upholstery: Black Contrast components in the colour:Pearl grey

    Fabric elements on instrument panel,door trim and knee pad; colour-coordinated with upholstery

    Passion

    Solid roof

    Softouch automatic gearprogramme

    Air conditioning manual + dust filter

    Electric windows

    3-spoke sports leather steering wheeland leather gear knob

    12-spoke alloy wheels (15") withfront tyres: 155/60 R 15; rear tyres:175/55 R 15

    Front fog Lights

    Body coloured rear view mirrors

    Colour of upholstery: Design black,design red or design beige Contrastcomponents in the colours: Pearl grey,pearl red or pearl beige; colour-coordinated with upholstery

    Fabric elements on instrument panel,door trim and knee pad; colour-coordinated with upholstery.

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    WARRANTY / SERVICING

    The manufacturers warranty without mileage restrictions from Tata Motors will

    offer a comprehensive scope of protection which a customer can additionally

    extend with the service packages to meet their individual needs.

    2-year warranty without mileage restrictions.

    Short stays at the workshop, low maintenance and repair costs, modern service

    intervals and a low insurance rating mean extremely low running costs for a

    STYLO.

    STYLO service covers all your servicing costs, including the oil changes and, TILLyour car reaches 3 years old.

    The On road Assistance service provides free breakdown assistance in

    emergencies. The service will be offered around the clock and for the whole

    duration of the 2-year manufacturers warranty.

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    MARKET SEGMENTATION Market segmentation is defined as the div