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PREFACE

I am pleased to present the project report on- " Customers Relationship of

Tata Motors before my respected readers. It is my Humble presentation of

Advertisement Strategies and to explain them.

Language of the report is simple and lucid. Attempts have been made to

arrange the subject matter in a systematic and well-knit style. Efforts have

also been made to deal with all topics precisely and gently.

I express thanks to all those prolific teachers and experts of management

whose theories and ideas have been incorporated in this project report.

Despite of this it is very difficult to be perfect to the core and mistakes do

creep in for which I extend my apology and carve the hospitality of the

readers to point them out. Their criticism and suggestions for the

improvement in future are welcomed.

YASMEEN KHAN


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ACKNOWLEDGEMENT

Preparing a project of this nature is an arduous task and I was fortunate

enough to get support from a large number of persons. Iwish to express my

deep sense of gratitude to all those who generously helped in successful

completion of this report by sharing their invaluable time and knowledge.

It is my proud and previledge to express my deep regards to Respected Mr.

Anand Tiwari, Head, Faculty Of B.B.A. Department, Govt. Autonomous

Girls P.G. College of Excellence Sagar for allowing me to undertake this

project.

I feel extremely exhilarated to have completed this project under the able

and inspiring guidance ofMrs. Shikha Urmil Khan He rendered me all

possible help and guidence while reviewing the manuscript in finalising the

report.

I also extend my deep regards to my teachers, family members, friends and

all those whose encouragement has infused courage in me to complete the

work successfully.

YASMEEN KHAN

B.B.A. IIND Sem.


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CERTIFICATE

Date:

The project report titled COSTOMER RELATIONSHIP OF TATA

MOTORS has been prepared by Miss. YASMEEN KHAN, IInd Batch,

under the guidance and supervision ofMrs. Shikha Urmil Khan , for the

partial fulfillment of the degree of B.B.A.(Hon).

Signature of the Signature of Signature of

Supervisor: Head of the the examiner

Department:


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DECLARATION BY THE CANDIDATE

Date:

I declare that the project report titled CUSTOMER RELATIONSHIP OF

TATA MOTORS is my own work conducted under the supervision ofMrs.

Shikha Urmil Khan, Department Of Business, Management, Faculty Of

B.B.A. Department, Govt. Autonomous Girls P.G. College of Excellence.

To the best of my knowledge the report does not contain any work, which

has been submitted for the award of any degree, anywhere.

. YASMEEN KHAN

2th Semester


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TABLE OF CONTENTS

Preface

Acknowledgement

Certificate

Declaration by the Candidate

1. Introduction

2. History

3. Joint Venture

4. Important Development

5. Line of Objectives

6. Future Challenges

7. Research methodology

8. Data analysis and interpretation

9. Self designed advertisement

10.Findings

11.Conclusion

12.Suggestions

13.Limitations

Bibliography


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Introduction

India is an emerging country with huge potential. The domestic

economy is now growing at around 9-10% per annum and Indias

importance in global terms is being reinforced by rapidly rising

exports and domestic consumption. At a time when numbers of a

slowdown and overheating in the Indian economy have started

gaining momentum, the Indian rupee sprang a surprise by

pushing the GDP figure past the trillion-dollar (42,00,000 crore)

mark.

The automotive industry is at the center of Indias new global

dynamic. The domestic market expanding rapidly as incomes rise

and consumer credit becomes more widely available.

Manufacturers product lines are being continually expanded, as

is the local automotive manufacturing base. Expectation are high

that India can develop as a global hub for vehicle manufacturers

and as an outsourcing center that offers the global automotive

industry solution high up the automotive value chain.

India eyes 25 million automotive jobs.

India's GDP is set to double over the next

decade

In percentage terms, the automotive

industry's contribution should also double.

In dollar terms, the sector's contribution is

set to quadruple to some $145bn


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With the worlds second largest and fastest-growing

population, there is no denying Indias potential in both

economic and population terms and the effect it will have on

the auto industry in the years to come. The country is

already off to a good start, with a well-developed

components industry and a production level of 1 million four-

wheeled vehicles a year, plus a further 5 million two- and

three-wheelers.

Historical back ground

In India there are 100 people per vehicle, while this

figure is 82 in China. It is expected that Indian

automobile industry will achieve mass motorization

status by 2014.

Since the first car rolled out on the streets of Mumbai (then

Bombay) in 1898, the Automobile Industry of India has come a

long way. During its early stages the auto industry was

overlooked by the then Government and the policies were also

not favorable. The liberalization policy and various tax reliefs by

the Govt. of India in recent years has made remarkable impacts

on Indian Automobile Industry. Indian auto industry, which is

currently growing at the pace of around 18 % per annum, has

become a hot destination for global auto players like Volvo,General Motors and Ford. A well developed transportation system

plays a key role in the development of an economy, and India is

no exception to it. With the growth of transportation system the


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Automotive Industry of India is also growing at rapid speed,

occupying an important place on the 'canvas' of Indian economy.

Today Indian automotive industry is fully capable of producing

various kinds of vehicles and can be divided into 03 broadcategories: Cars, two-wheelers and heavy vehicles.

The first automobile in India rolled in 1897 in Bombay.

India is being recognized as potential emerging auto

market.

Foreign players are adding to their investments in Indian

auto industry.

Within two-wheelers, motorcycles contribute 80% of the

segment size

Unlike the USA, the Indian passenger vehicle market is

dominated by cars (79%).

Tata Motors dominates over 60% of the Indian

commercial vehicle market.

2/3rd of auto component production is consumed

directly by OEMs.

India is the largest three-wheeler market in the world.

India is the largest two-wheeler manufacturer in the

world.

India is the second largest tractor manufacturer in the

world.

India is the fifth largest commercial vehicle

manufacturer in the world.


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The number one global motorcycle manufacturer is in

India.

India is the fourth largest car market in Asia - recently

crossed the 1 million mark.

FOUNDATION - The seeds of what would mature

and become today's Tata group were laid long

years before India became independent.

CONSOLIDATION - The Tata group ventured into new

areas and built on the foundations, in spite of the

restraints imposed by a controlled economy.


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LIBRILISATION -The Indian economy unleashed a

period of remarkable growth for the Tata group, in

India and worldwide.

FIVE CORE VALUES OF TATA

The Tata Group has always sought to be a value-driven

organization. These values continue to direct the Groups

growth and businesses. The five core Tata values

underpinning the way we do business are:

Integrity: We must conduct our business fairly, with

honesty and transparency. Everything we do must stand

the test of public scrutiny.

Understanding: We must be caring, show respect,

compassion and humanity for our colleagues and customers

around the world, and always work for the benefit of the

communities we serve.


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Excellence: We must constantly strive to achieve the

highest possible standards in our day-today work and in the

quality of the goods and services we provide.

Unity: We must work cohesively with our colleagues across

the Group and with our customers and partners around the

world, building strong relationships based on tolerance,

understanding and mutual cooperation.

Responsibility: We must continue to be responsible,

sensitive to the countries, communities and environments in

which we work, always ensuring that what comes from the

people goes back to the people many times over.

Company profile

The largest passenger automobile and commercial vehicle

manufacturing company of India Tata Motors Limited, was

formerly called TELCO (TATA Engineering and Locomotive

Company), has its headquarters in Bombay, now Mumbai, India.

Established in 1945, listed on the New York Stock Exchange in

2004 has created Rs. 320 billion wealth and was one of the top

10 wealth creators in India, with manufacturing facilities in the

towns of Jamshedpur, Lucknow, and Pune. This company was

founded by Jamshetji Tata and is run by Ratan Tata under the

flagship company known as Tata and sons group. He commands

22000 employees working in three plants as well as other

regional and zonal offices across the length and breadth of India.


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Tata motors passenger cars still need to reach acceptable

international requirements. The company commands an imposing

65% share of the domestic commercial vehicle market and is

trying to modernize this segment. The financial business of Tatamotors was separated into a subsidiary company in sep. 2006,

where it recorded a strong financial performance during the last 5

year period. From year 2005-2009, the profits of the company

went up at a CAGR of 36.4%, to attain Rs. 331, 525 million in

2008from Rs. 95, 731 Million in 2003. By floating two rights

issues at the end of Sep 2009 Tata Motors Ltd expected to raise

Rs 4, 150 crores. They are offering one ordinary share valued at

Rs. 340 every six shares expecting to net Rs. 2.90 Crores, the so

called A share would have different voting and dividend rights,

for every such 6 shares held at a face value of 305 would raise

Rs. 1.960 Crores, these proceed would be utilized for an early

repayment of the short term funding of 2.3 Billion $ (Rs. 10,189

Crores) Borrowed for Acquisition of jaguar and Land Rover from

their principle The Ford Motor Companys.

As TATA MOTORS is regarded as one of the best fuel efficient

cars. Hence I conducted a study on the consumer perception

about small cars. Firstly, I took three brands of small cars; Zen

estilo,

Indica and Santro for a comparative study of small car segment.

Later I went through the process of filling the questionnaires, to

know exactly what the customers of small cars perceived about

their cars. Tata motors were established on September 1, 1945,

originally for the manufacture of Steam Locomotives at

Jamshedpur.


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All the cars taken for the sample showed that the consumers

perceived them as almost same in all the attributes like safety,

comfort and luxury. But, at the end the research was limited due

to small sample size, small sample area and time constraints.

TELCO (TATA Engineering and Locomotive Company)

Multinational Corporation.

Headquarters in Mumbai.

India's largest passenger automobile and commercial

vehicle manufacturing company.

World's 19th largest automaker.

Sales: 19,654.41cr.


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Stock price: Rs. 347

In 1969 Tata motors had become an independent producer of

Medium Commercial Vehicles. It had also developed the

capability of designing, testing and manufacturing such vehicles.Leading commercial vehicle manufacturer and has significant

presence in the multi-utility and passenger car segments.

With the Launch of Tata Indica, a Euro 2 compliant vehicle is the

countrys first indigenously designed, developed and

manufactured passenger car.

With the launch of Tata nano, Tata has penetrated the market to

its extreme by making a car available for Rs. 132000 only. This is

the cheapest car in India till date and with the announcement of

its diesel variant it has made potential buyers to eagerly wait for

it.

Products of TATA Motors


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[1] Passenger cars and utility vehicles


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[2]Commercial vehicles

[3] Military vehicles


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[4] Concept vehicles

2000 Aria Roadster

2001 Aria Coupe

2002 Tata Indica

2002 Tata Indica

2004 Tata Indigo Advent

2005 Tata Xover

2006 Tata Cliffrider

2007 Tata Elegante

2009 Tata Prima

MARKETING STRATEGIES


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TATA unveiled its long awaited 1 Lakh rupee car (actually a

little over 1 lakh after tax) for the masses and they call it

The Peoples Car. Its a sweet looking small car, just

enough to take four people around the city. 1 Lakh rupees

roughly translate to 2500 rupees monthly installment and

because of this reason TATA is expect to sell record breaking

numbers and leave Indian roads blocked.

TATA Nano will hit the roads and as it is a definite threat to Maruti

800. TATA stated that the initial production of this car will be of250,000 a year. After about four years of hard efforts TATA Nano

(1 lakh rupee car) was on road now.


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The introduction of the Nano received media attention due to its

targeted low price. 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 wasenvisioned 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.

Critics of the car have questioned its safety in India (where

reportedly 90,000 people are killed in road-accidents every year),

and have also criticized the pollution that it would cause

(including criticism by Nobel Peace Prize winner Rajendra

Pachauri). However, Tata Motors has promised that it would

definitely release Nano's eco-friendly models alongside the

gasoline model.

The Nano was originally to have been manufactured at a new

factory in Singur, West Bengal, but increasingly violent protests

forced Tata to pull out October 2008. Currently, Tata Motors is

reportedly manufacturing Nano at its existing Pantnagar

(Uttarakhand) plant and a mother plant has been proposed for

Sanand Gujarat. The company will bank on existing dealer

network for Nano initially. The new Nano Plant could have a

capacity of 500,000 units, compared to 300,000 for Singur.


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Gujarat has also agreed to match all the incentives offered by

West Bengal government.


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Currents facts

TodayAdvertising is one of the most common ways to make

car buyer or car enthusiast aware of the new car with special

promotion price. Another more important way of advertising

is to create an image or brand image. Take BMW Z3 for

example, it was introduced in 1996 and shortly the car has

been used in the famous James Bond movie. Over the years

Tata Motors have been successful in creating their brand

image.

The packaging, innovations, and quality control. Tata Motors

provide many innovative features to attract car lover. One of

these innovations is the Tata Safari 4X4 Dicor that has

Reverse Guide System. A weather-proof camera is fixed tothe rear car to help the driver while reversing the car.

There are various factors to determine a price of a car.

These factors are such as market condition (it cant be too

low or too high with the prices of same vehicle from

competitors, it has to be at par), cost incurred to build a car,

profit by company, dealer profit. Giving discount every

month and special promotion for certain type of vehicle also

one of the strong strategy use by Tata Motors. Discount can


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be made from Companys profit or from dealers profit at

certain range.

Place of dealership does play an important role. The channel

of distribution, physical location, and dealership method of

distribution and sales is generally adopted. The distribution

of vehicle must be in a very systematic way, from the plant

to dealership and to end user. This is not only in India itself

but also to the world-wide dealership.

OUTLOOK OF INDUSTRY

The industry witnessed a change in demand dynamics in last few years. The

demand for LCVs in the 35.2 tones is witnessing a surge while

demand for semi-trailers in 26.4 to 35.2 tones segment is suffering. This


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structural shift in demand dynamics is due to the evolution of Hub & Spoke

model of distribution, which is now adopted by transportation players because

of improved road infrastructure and also the ban on trucks in many cities by

the authorities to tackle the traffic congestion issues. According to the Hub &

Spoke model, HCVs plying over the highways to transport goods to different

states and districts, while MCVs are used in distributing goods to different cities

and the last leg of distribution in intra city is done by using


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15 owned two wheelers and

5 dont nothing

Q2) Which car do you own?

a) zen estilo b) santro c) indica d) others

From that it was found that:-


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8 people owns zen estilo

18people owns indica

9 people owns santro

5 people owns others

Q3) Are you satisfied with it?

A) Yes b) No


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25 were satisfied and

15 were not.

(4) Car customers


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Q5) How much do you spend on maintenance on a

monthly basis?

a)4000


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25 %spends below 2000

10% spends between 2000-4000

5 %spends above 4000

PROBLEM DEFINATION

Consumer says something and does something. There aremany companies manufacturing motorcycles into the

market, at the same time as there are many companies

manufacturing motorcycles, idea about thinking of customer

on whether, what, how, and for whom to purchase the CAR.


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Therefore, research is required to measure present

consumer buying behavior at the purchase of TATA cars. So

the researcher problem is to identify what are the criteria

that prospective customer takes into consideration before

buying the cars.

SCOPE OF STUDY

(1)The main scope of the study is depend to consumer

response

(2) It also analysis the benefits accruing to the company as

a result of those service.

(3) This study has been made to find the level of satisfaction

the Customer has regarding the service provider by car

place.

Limitations of study


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(1) When the buyers are busy we cant get accurate

data from them.

(2) According to the time limit of our project we can

cover only the some area.

(3) During survey some respondents may not give

answer in proper manner.


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OBJECTIVES OF STUDY

(1)To know market position of Tata automobile in the

market.

(2)To know consumer behavior for purchase of four

wheeler.


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Research methodology

Research Methodology: The data for the project was

collected from malls, customers at showrooms, markets and

from public also.

Sample Size: Sample size of 60 was taken based on

convenient Simple Random Sampling.

Research Tools: The data was collected through Survey

Questionnaire Method.

Data Collection: Data was collected through the following:-

Primary sources: Questionnaire from General public

Secondary Sources: Magazines, newspapers, Internet.


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Questionnaire

Questionnaire is a source of Primary Data.

It is a simple way to collect data from general public

Multiple choice questions were given to the

respondents and they were asked to fill their opinion.

The data was then analyzed and inferences were drawn

on that basis.

Sample of a questionnaire

1. WHAT IS YOUR SALARY?

1 LAC 1 LAKH -3 LAKH

3LAKH-5LAKH 5LAKH2. WHICH VEHICLE DO YOU OWN?

_____________________________________________________________

________________________

3. DID YOU RIDE SOME OTHER VEHICLE BEFORE THIS?

YES NO

4. WHAT IS YOUR EXPERIENCE FROM THE PREVOIUS

VEHICLE?

SATISFIED NOT SATISFIED


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5. WHICH IS THE MOST ESSENTIAL THING YOU PREFER

WHILE BYING VEHICLE?

PRICE MILEAGE POWER

STEERING OTHERS

6. DOES TV AD APPEAL YOU?

YES NO

7. DO YOU LIKE TV PROGRAMMES ON CAR?YES NO

8. DOES BRAND VALUE AFFECT YOUR DECISION ON

BUYING VEHICLE?

YES NO


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BIBLIOGRAPHY

1. Philip Kotler, Kevin Keller (2009),

Marketing Management (Thirteenth Edition)

2. Marketing Management, The McGraw.HillCompany Rajan Saxena (Third Edition)

MAGAZINES:

A) OUTLOOK BUSINESS (FEB, 2009)

B) BUSINESS STANDARD (April-July 2009)

C) 4PS OF BUSINESS AND MARKETING (June 2009)

D) BUSINESS TODAY - Pick and Choose

INTERNET:

1. Tata Motors' Official Website

2. Wiki - Tata Motors Ltd

8. htttp://www.moneycontrol/com/tata- group/Tata motors

9. http://www.yahoofinance.com/tatamotors

10.http://www.carwale.com/research/cars
http://www.carwale.com/research/carshttp://www.carwale.com/research/cars

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