PROJECT REPORT ON

MARKETING STRATEGIES OF TATA MOTORS

Project Report submitted in partial ful fillment for
The award of the Degree of

BACHELOR OF BUSINESS ADMINISTRATION

To
KAKATIYA UNIVERSITY

By

P.VIVAN
(HT.NO:086211924)

Under the guidance of

Mr.G.LAXMAN
M.COM

DEPARTMENT OF COMMERCE AND BUSINESS MANAGEMENT

VAAGDEVI DEGREE & P.G COLLEGE
(Affiliated to Kakatiya University)

KISHANPURA, HANAMKONDA, WARANGAL-506001

(2022-2023)
C.DATTATERYULU DEPARTMENT OF COMMERCE BUSINESS MANAGEMENT
VAAGDEVI DEGREE & P.G. COLLEGE
M.F.A
KISHANPURA,HANAMKONDA
Warangal(T.S)

Date: ___________________

CERTIFICATE

This is to certify that the project report entitled “MARKETING STRATEGIES OF

TATA MOTORS” was carried out by PASULA VIVAN (HT. NO: 086211924) for the
academic year 2022-23. He has completed this project as per the rules prescribed by the Kakatiya
University in partial fulfilment of award of the degree of BACHELOR OF BUSINESS

ADMISTRATION (B.B.A).

Head of the department Principal

 DEPARTMENT OF COMMERCE BUSINESS MANAGEMENT

Mr.G.LAXMAN VAAGDEVI DEGREE & P.G. COLLEGE

M. COM KISHANPURA,HANAMKONDA
Warangal(T.S)

Date:…………….
CERTIFICATE

This is to certify that the Project report entitled “MARKETING STRATEGIES OF

TATA MOTORS”as carried out by PASUlA VIVAN (HT. NO: 086211924) for the
academic year 2022-2023. He has completed this project as per the rules prescribed by the
Kakatiya University in partial fulfilment of award of the degree of BACHELOR OF
BUSINESS ADMISTRATION (B.B.A).

MR.G.LAXMAN
(Project guide)
 DECLARATION

I hereby declare that the project work entitled “MARKETING STRATEGIES OF TATA
MOTORS” submitted to the KAKATIYA UNIVERSITY, WARANGAL, is a record of an
original work done by me under the guidance of Mr.G.LAXMAN Faculty Member,
Department of Business Management (BBA), VAAGDEVI DEGREE & PG COLLEGE
and this project work has been performed on the basis for the award of any Degree or diploma and

similar project if any.

PASULA.VIVAN
(HT.NO:086211924)
 ACKNOWLEDGEMENTS

I take this opportunity to express my profound gratitude and deep regards to my guide
Mr.G.LAXMAN for her exemplary guidance, monitoring and constant encouragement
throughout the course of this project. The blessing, help and guidance given by his time to
time shall carry me a long way in the journey of life on which I am about to embark.

I also take this opportunity to express a deep sense of gratitude for cordial support, valuable
information and guidance, which helped me in completing this task through various stages. I am
gratified to all staff members of the TATA MOTORS, for the valuable information provided by
them in their respective fields.

I am obliged to my entire teaching faculty and staff members of our college for the valuable
information provided by them in their respective fields. I am grateful for their cooperation during the
period of my project and also throughout my BBA course.

I express my special thanks to Dr. A. SHESHACHALAM Garu, Principal, Vaagdevi Degree & Pg
College, and C. DATTATREYULU, Head, BBA Programme of our college for their inspiring guidance &
cooperation.

Finally, I would like to thank all those who helped me in the completion of my project work, VIZ.,
staff of the Organization, faculty members of our college, Librarians and others.

PASULA.VIVAN
(HT.NO:086211924)
 CONTENTS

S.NO CONTENTS PAGE NO

1-14
1 INTRODUCTION
15-29
2 COMPANY PROFILE
30-46
3 DATA ANALYSIS
AND
INTERPRETATIONS
47-48
4 CONCLUSIONS, SUGGESTIONS

5 QUESTIONNAIRE 49-51

6 BIBILOGRAPHY 52
 CHAPTER-I
INTRODUCTION
INTRODUCTION

Marketing is "the activity and processes for creating, communicating,

delivering, and exchanging offerings that have value for customers, clients,
partners, and society at large." Marketing is a product or service selling
related overall activities. It generates the strategy that underlies sales
techniques, business communication, and business developments. It is an
integrated process through which companies build strong customer
relationships and create value for their customers and for themselves.

Marketing is used to identify the customer, satisfy the customer, and keep
the customer. With the customer as the focus of its activities, it can be
concluded that marketing management is one of the major components of
business management. Marketing evolved to meet the stasis in developing
new markets caused by mature markets and overcapacities in the last 2-3
centuries. The adoption of marketing strategies requires businesses to shift
their focus from production to the perceived needs and wants of their
customers as the means of staying profitable.

The term marketing concept holds that achieving organizational goals

depends on knowing the needs and wants of target markets and delivering
the desired satisfactions. It proposes that in order to satisfy its organizational
objectives, an organization should anticipate the needs and wants of
consumers and satisfy these more effectively than competitors.

Marketing is further defined by the AMA as an organizational function and a

set of processes for creating, communicating, and delivering value to
customers and for managing customer relationships in ways that benefit the
organization and its stakeholders. The term developed from an original
meaning which referred literally to going to a market to buy or sell goods or
services. Seen from a systems point of view, sales process engineering
marketing is "a set of processes that are interconnected and interdependent
with other functions, whose methods can be improved using a variety of
relatively new approaches."

The Chartered Institute of Marketing defines marketing as "the management

process responsible for identifying, anticipating and satisfying customer
requirements profitably."A different concept is the value-based marketing
which states the role of marketing to contribute to increasing shareholder
value. In this context, marketing is defined as "the management process that
seeks to maximize returns to shareholders by developing relationships with
valued customers and creating a competitive advantage."
NEED AND SCOPE OF THE STUDY

In order to carry out the research programmed, the researcher should know the basic
problem. A competent researcher will not accept a research, until he understands the
problem definition is the core of research process. As such it denotes the particular most
important step to be performed. According to researcher’s viewpoint problem
identification represents conversion of the management problem in to research problem.

In the case, the topic is to know the “customer satisfaction towards TATA MOTOR
because of good marketing, the basic problem is to know the satisfaction of the consumer is at
present towards the TATA MOTORS. What people think about it? The main problem is to
know how many people are interested in purchasing the TATA MOTORS vehicle.

THEORETICAL FRAMEWORK
Marketing practice tended to be seen as a creative industry in the past, which included
advertising, distribution and selling. However, because the academic study of marketing
makes extensive use of social sciences, psychology, sociology, mathematics, economics,
anthropology and neuroscience, the profession is now widely recognized as a science,
allowing numerous universities to offer Master-of-Science (MSc) programmes . The overall
process starts with marketing research and goes through market segmentation, business
planning and execution, ending with pre and post-sales promotional activities. It is also
related to many of the creative arts. The marketing literature is also adept at re-inventing itself
and its vocabulary according to the times and the culture.

An orientation, in the marketing context, related to a perception or attitude a firm holds

towards its product or service, essentially concerning consumers and end-users. Throughout
history, marketing has changed considerably in conjunction with consumer tastes.
EARLIER APPROACHES TO MARKETING

The marketing orientation evolved from earlier orientations, namely, the production
orientation, the product orientation and the selling orientation.

CONTEMPORARY APPROACHES TO MARKETING

Recent approaches in marketing include relationship marketing with focus on the customer,
business marketing or industrial marketing with focus on an organization or institution and
social marketing with focus on benefits to society. New forms of marketing also use the
internet and are therefore called internet marketing or more generally e-marketing, online
marketing, search engine marketing, desktop advertising or affiliate marketing. It attempts to
perfect the segmentation strategy used in traditional marketing. It targets its audience more
precisely, and is sometimes called personalized marketing or one-to-one marketing. Internet
marketing is sometimes considered to be broad in scope, because it not only refers to
marketing on the Internet, but also includes marketing done via e-mail and wireless media.
CUSTOMER ORIENTATION

Constructive criticism helps marketers adapt offerings to meet changing customer needs.

A firm in the market economy survives by producing goods that persons are willing and able
to buy. Consequently, ascertaining consumer demand is vital for a firm's future viability and
even existence as a going concern. Many companies today have a customer focus (or market
orientation). This implies that the company focuses its activities and products on consumer
demands. Generally, there are three ways of doing this: the customer- driven approach, the
market change identification approach and the product innovation approach.

In the consumer-driven approach, consumer wants are the drivers of all strategic marketing
decisions. No strategy is pursued until it passes the test of consumer research. Every aspect of
a market offering, including the nature of the product itself, is driven by the needs of potential
consumers. The starting point is always the consumer. The rationale for this approach is that
there is no reason to spend R&D funds developing products that people will not buy. History
attests to many products that were commercial failures in spite of being technological
breakthroughs.

A formal approach to this customer-focused marketing is known as SIVA (Solution,

Information, Value, Access). This system is basically the four Ps renamed and reworded to
provide a customer focus. The SIVA Model provides a demand/customer-centric alternative
to the well-known 4Ps supply side model (product, price, placement, promotion) of marketing
management.
If any of the 4Ps were problematic or were not in the marketing factor of the business, the
business could be in trouble and so other companies may appear in the surroundings of the
company, so the consumer demand on its products will decrease.

ORGANISATIONAL ORIENTATION

In this sense, a firm's marketing department is often seen as of prime importance within the
functional level of an organization. Information from an organization's marketing department
would be used to guide the actions of other departments within the firm. As an example, a
marketing department could ascertain (via marketing research) that consumers desired a new
type of product, or a new usage for an existing product. With this in mind, the marketing
department would inform the R&D department to create a prototype of a product/service
based on consumers' new desires.

The production department would then start to manufacture the product, while the marketing
department would focus on the promotion, distribution, pricing, etc. of the product.
Additionally, a firm's finance department would be consulted, with respect to securing
appropriate funding for the development, production and promotion of the product.
Inter-departmental conflicts may occur, should a firm adhere to the marketing orientation.
Production may oppose the installation, support and servicing of new capital stock, which
may be needed to manufacture a new product. Finance may oppose the required capital
expenditure, since it could undermine a healthy cash flow for the organization.

HERD BEHAVIOUR

Herd behavior in marketing is used to explain the dependencies of customers' mutual

behavior. The Economist reported a recent conference in Rome on the subject of the
simulation of adaptive human behavior. It shared mechanisms to increase impulse buying and
get people "to buy more by playing on the herd instinct." The basic idea is that people will
buy more of products that are seen to be popular, and several feedback mechanisms to get
product popularity information to consumers are mentioned, including smart card technology
and the use of Radio
Frequency Identification Tag technology. A "swarm-moves" model was
 introduced by a Florida Institute of Technology researcher, which is appealing to
supermarkets because it can "increase sales without the need to give people discounts." Other
recent studies on the "power of social influence" include an "artificial music market in which
some 19,000 people downloaded previously unknown songs" (Columbia University, New
York); a Japanese chain of convenience stores which orders its products based on "sales data
from department stores and research companies;" a Massachusetts company exploiting
knowledge of social networking to improve sales; and online retailers who are increasingly
informing consumers about "which products are popular with like-minded consumers" (e.g.,
Amazon, eBay).

FURTHER ORIENTATIONS

• An emerging area of study and practice concerns internal marketing, or how employees are
trained and managed to deliver the brand in a way that positively impacts the acquisition and
retention of customers, see also employerbranding.
• Diffusion of innovations research explores how and why people adopt new products, services,
and ideas.
• With consumers' eroding attention span and willingness to give time to advertising messages,
marketers are turning to forms of permission marketing such as branded content, custom
media and realitymarketing.

MARKETING RESEARCH

Marketing research involves conducting research to support marketing activities, and the
statistical interpretation of data into information. This information is then used by managers to
plan marketing activities, gauge the nature of a firm's marketing environment and attain
information from suppliers. Marketing researchers use statistical methods such as quantitative
research, qualitative research, hypothesis tests, Chi-squaredtests, linear regression,
correlations, frequency distributions, poissondistributions, binomial distributions, etc. to
interpret their findings and convert data into information. The marketing research process
spans a number of stages, including the definition of a problem, development of a research
plan, collection and interpretation of data and disseminating information formally in the form
of a report. The task of marketing research is to provide management with relevant, accurate,
reliable, valid, and current information.
 A distinction should be made between marketing research and marketresearch. Market
research pertains to research in a given market. As an example, a firm may conduct research
in a target market, after selecting a suitable market segment. In contrast, marketing research
relates to all research conducted within marketing. Thus, market research is a subset of
marketing research.

MARKET SEGMENTATION

Market segmentation pertains to the division of a market of consumers into persons with
similar needs and wants. For instance, Kellogg's cereals, Frosties are marketed to children.
Crunchy Nut Cornflakes are marketed to adults. Both goods denote two products which are
marketed to two distinct groups of persons, both with similar needs, traits, and wants.

Market segmentation allows for a better allocation of a firm's finite resources. A firm only
possesses a certain amount of resources.
Accordingly, it must make choices (and incur the related costs) in servicing specific groups of
consumers. In this way, the diversified tastes of contemporary Western consumers can be
served better. With growing diversity in the tastes of modern consumers, firms are taking note
of the benefit of servicing a multiplicity of new markets.Market segmentation can be defined
in terms of the STP acronym, meaning Segment, Target and Position.

TYPES OF MARKETING RESEARCH

Marketing research, as a sub-set aspect of marketing activities, can be divided into the
following parts:

• Primary research (also known as field research), which involves the conduction and
compilation of research for a specific purpose.
• Secondary research (also referred to as desk research), initially conducted for one purpose,
but often used to support another purpose or end goal.

By these definitions, an example of primary research would be market research conducted

into health foods, which is used solely to ascertain the needs/wants of the target market for
health foods. Secondary research in this case would be research pertaining to health foods, but
used by a firm wishing to develop an unrelated product.

Primary research is often expensive to prepare, collect and interpret from data to information.
 Nevertheless, while secondary research is relatively inexpensive, it often can become outdated
and outmoded, given that it is used for a purpose other than the one for which it was intended.
Primary research can also be broken down into quantitative research and qualitative research,
which, as the terms suggest, pertain to numerical and non-numerical research methods and
techniques, respectively. The appropriateness of each mode of research depends on whether
data can be quantified (quantitative research), or whether subjective, non-numeric or abstract
concepts are required to be studied (qualitative research).

There also exist additional modes of marketing research, which are:

• Exploratory research, pertaining to research that investigates an assumption.

• Descriptive research, which, as the term suggests, describes "what is".
• Predictive research, meaning research conducted to predict a future occurrence. •
Conclusive research, for the purpose of deriving a conclusion via a research process.

MARKETING PLANNING

The marketing planning process involves forging a plan for a firm's marketing activities. A
marketing plan can also pertain to a specific product, as well as to an organization's overall
marketing strategy. Generally speaking, an organization's marketing planning process is
derived from its overall business strategy. Thus, when top management are devising the firm's
strategic direction or mission, the intended marketing activities are incorporated into this plan.
There are several levels of marketing objectives within an organization. The senior
management of a firm would formulate a general business strategy for a firm. However, this
general business strategy would be interpreted and implemented in different contexts
throughout the firm.

MARKETING STRATEGY

The field of marketing strategy encompasses the strategy involved in the management of a
given product.

A given firm may hold numerous products in the marketplace, spanning numerous and
sometimes wholly unrelated industries. Accordingly, a plan is required in order to effectively
manage such products. Evidently, a company needs to weigh up and ascertain how to utilize
its finite resources. For example, a start-up car manufacturing firm would face little success
should it attempt to rival Toyota, Ford, Nissan, Chevrolet, or any other large global car maker.
Moreover, a product may be reaching the end of its life- cycle. Thus, the issue of divest, or a
ceasing of production, may be made.
Each scenario requires a unique marketing strategy. Listed below are some prominent
marketing strategy models.

MARKETING SPECIALIZATIONS

With the rapidly emerging force of globalization, the distinction between marketing within a
firm's home country and marketing within external markets is disappearing very quickly.
With this in mind, firms need to reorient their marketing strategies to meet the challenges of
the global marketplace, in addition to sustaining their competitiveness within home
markets.BUYING BEHAVIOUR

A marketing firm must ascertain the nature of customers' buying behavior if it is to market its
product properly. In order to entice and persuade a consumer to buy a product, marketers try
to determine the behavioral process of how a given product is purchased. Buying behavior is
usually split into two prime strands, whether selling to the consumer, known as business-to-
consumer (B2C), or to another business, known as business-to-business (B2B).

B2C buying behaviour

This mode of behaviour concerns consumers and their purchase of a given product. For
example, if one imagines a pair of sneakers, the desire for a pair of sneakers would be
followed by an information search on available types/brands. This may include perusing
media outlets, but most commonly consists of information gathered from family and friends.
If the information search is insufficient, the consumer may search for alternative means to
satisfy the need/want. In this case, this may mean buying leather shoes, sandals, etc. The
purchase decision is then made, in which the consumer actually buys the product. Following
this stage, a post-purchase evaluation is often conducted, comprising an appraisal of the
value/utility brought by the purchase of the sneakers. If the value/utility is high, then a repeat
purchase may be made. This could then develop into consumer loyalty to the firm producing
the sneakers.

B2B buying behaviour

Relates to organizational/industrial buying behavior. "B2B" stands for Business to Business.

B2B marketing involves one business marketing a product or service to another business.
 B2C and B2B behavior are not precise terms, as similarities and differences exist, with some
key differences listed below:

In a straight re-buy, the fourth, fifth and sixth stages are omitted. In a modified re-buy
scenario, the fifth and sixth stages are precluded. In a new buy, all stages are conducted.

USE OF TECHNOLOGIES

Marketing management can also rely on various technologies within the scope of its
marketing efforts. Computer-based information systems can be employed, aiding in better
processing and storage of data. Marketingresearchers can use such systems to devise better
methods of converting data into information, and for the creation of enhanced data gathering
methods. Information technology can aid in enhancing an MKIS' software and hardware
components, and improve a company's marketing decision- making process.

In recent years, the netbook personal computer has gained significant market share among
laptops, largely due to its more user-friendly size and portability. Information technology
typically progresses at a fast rate, leading to marketing managers being cognizant of the latest
technological developments. Moreover, the launch of smartphones into the cellphone market
is commonly derived from a demand among consumers for more technologically advanced
products. A firm can lose out to competitors should it ignore technological innovations in its
industry.

Technological advancements can lessen barriers between countries and regions. Using the
World Wide Web, firms can quickly dispatch information from one country to another
without much restriction. Prior to the mass usage of the Internet, such transfers of information
would have taken longer to send, especially if done via snail mail, telex,etc.

SERVICES MARKETING

Services marketing relates to the marketing of services, as opposed to tangible products. A

service (as opposed to a good) is typically defined as follows:

• The use of it is inseparable from its purchase (i.e., a service is used and consumed
simultaneously)
• It does not possess material form, and thus cannot be touched, seen, heard, tasted, or smelled.
• The use of a service is inherently subjective, meaning that several persons experiencing a
service would each experience it uniquely.
 For example, a train ride can be deemed a service. If one buys a train ticket, the use of the
train is typically experienced concurrently with the purchase of the ticket. Although the train
is a physical object, one is not paying for the permanent ownership of the tangible
components of the train.

Services (compared with goods) can also be viewed as a spectrum. Not all products are pure
goods, nor are all pure services. An example would be a restaurant, where a waiter's service is
intangible, but the food is tangible.

SWOT ANALYIS

SWOT analysis is a strategic planning method used to evaluate the Strengths, Weaknesses,
Opportunities, and Threats involved in a project or in a business venture. It involves
specifying the objective of the business venture or project and identifying the internal and
external factors that are favorable and unfavorable to achieve that objective. The technique is
credited to Albert Humphrey, who led a convention at Stanford University in the 1960s and
1970s using data from Fortune 500companies.

A SWOT analysis must first start with defining a desired end state or objective. A SWOT
analysis may be incorporated into the strategic planning model. Strategic Planning has been
the subject of much research.
• Strengths: characteristics of the business or team that give it an advantage over others in the
industry.
• Weaknesses: are characteristics that place the firm at a disadvantage relative toothers.
• Opportunities: external chances to make greater sales or profits in theenvironment. •
Threats: external elements in the environment that could cause trouble for the business.

Identification of SWOTs is essential because subsequent steps in the process of planning for
achievement of the selected objective may be derived from the SWOTs.

First, the decision makers have to determine whether the objective is attainable, given the
SWOTs. If the objective is NOT attainable a different objective must be selected and the
process repeated.

The SWOT analysis is often used in academia to highlight and identify strengths, weaknesses,
opportunities and threats. It is particularly helpful in identifying areas for development.
OBJECTIVES OF THE STUDY:-

The main objective of the study can be explained as below:-

1. To know how many persons are willing to buy the TATAMOTORS CAR

2. To know the different criteria that the customer undertakes while purchasing the cars.

3. Through customer satisfaction, we can know the current position of TATA MOTORS in
the market.

4. Also the study will provide detail about the automobile sectors and the position of the
company will be known.

SCOPE OF THE STUDY:-

Scope of the study is to know the customer satisfaction about TATA MOTORS
through of different areas. i.e. different areas. at Hyderabad city.

RESEARCH COMPONENTS:-

Research design:-
Research design is the plan for collecting the information related to the study. Research
design explains the methods that are used for collecting the information. The research design
will focus attention on the different methods that are used for collection of the data. Also it
will help to solve the problem. Different forms of collecting the data will be tasted in the
research design.

In this case, survey method is used to collect the necessary data in the survey method, the
personal interview is used to collect the information from the respondents, and questionnaires
are used. The respondents are visited personally, and the detail information is collected related
to the study. The question mainly focuses attention on the consumer behavior to fulfill the
objective of the study

RESEARCH METHODOLOGY

The sources of data used in data collection are the following:

Primary sources

In order to gather information about the various products, I personally visited a number of
retail markets and collected data pertaining to the prices of the products offered. The market
visits were useful in knowing the comparative prices and quality of the offered brands vis-à-
vis the competitive brands. Detail regarding the packaging of the products were collected
were collected and I also inquired about the various sales promotion schemes followed by the
three companies.

By interviewing these retailers valuable information was collected. I inquired from them
about their marketing advertising and distribution strategies.

Secondary sources
Information was collected from secondary sources such as public libraries, newspapers,
business magazines.
Beside these the use of Internet was also made in collecting relevant information. The data
collected from the above mentioned sources has been adequately structured and used at
appropriate places in the report. This particular way of data collection was used because of its
low cost (except data collected through surfing the internet) and less time consumption. The
information gathered included:
1. Their annual reports
2. Pamphlets.
3. Posters.
4. Pressclippings.
5. Newsreleases.
6. Newsletters.
7. Pictures.
8. Websites

LIMITATI O NS OF THE ST U D Y : -

The time period of the survey being only two months it was not possible to conduct a highly
in depth and details study.
Different people have a different thought, process and different attitudes. As a result their
manner of answering the questions of the study differs the answers received some times good
while sometimes they where negative.
A census survey is not possible due to time period so I have selected sample survey.
CHAPTERISATION SCHEME

CHAPTER –I: INTRODUCTION

The first chapter deals with Introduction –Need and Importance of the study-Theoretical frame work--
Sources of data collection- Research Methodology-Objectives of study-Limitation of the study,
.
CHAPTER – II. COMPANY PROFILE
Chapter two focuses on marketing strategies of TATA MOTORS- -Profile of the organization.
CHAPTER-III: DATA ANALYSIS AND INTERPRETATION
Third chapter deals with Analysis of responses collected through questionnaire and given
Interpretation with the help of tables and chart.

CHAPTER-IV: CONCLUSION AND SUGGESTION

Chapter four deals with the conclusion part taken from data analysis and few suggestions are being
given

CHAPTER-II
COMPANY PROFILE

Tata Motors Limited is a multinational automotive corporation headquartered in Mumbai,

India. Part of the Tata Group, it was formerly known as TELCO (TATA Engineering and
Locomotive Company).

Tata Motors is India’s largest automobile company, with consolidated revenues of USD 20
billion in 2009-10. 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 24,000 workers. Since first rolled out in 1954, Tata
Motors has produced and sold over 4 million vehicles in India.

Established in 1945, when the company began manufacturing locomotives, the company
manufactured its first commercial vehicle in 1954 in collaboration with Daimler-Benz AG,
which ended in 1969. Tata Motors is a dual-listed company traded on both the Bombay Stock
Exchange, as well as on the New York Stock Exchange. Tata Motors in 2005 was ranked
among the top 10 corporations in India with an annual revenue exceeding INR 320 billion. In
2010, Tata Motors surpassed Reliance to win the coveted title of 'India's most valuable brand'
in a annual survey conducted by Brand Finance and The Economic Times.

Tata Motors has auto manufacturing and assembly plants in Jamshedpur, Pantnagar,
Lucknow, Ahmedabad, Salad, Dharwad and Pune in India, as well as in Argentina, South
Africa and Thailand.
As an enterprise under India’s largest multi-holding company, Tata Motors has grown
significantly in the past 65 years since its establishment in 1945. The company caters to three
main market segments globally: the passenger cars, utility vehicles and commercial vehicles.
A significant breakthrough for the company was the development and commercialization of
the truly Indian cars - Tata Indica and Tata Indigo. The company produced the first mini-
truck, first light and first heavy vehicle and many more firsts in India, being an innovator in
their industry. It has followed a strategy of acquisitions and joint ventures in its mid-stage and
launched new products at a rapid pace in different market segments. Today, Tata Motors
enjoys the position of being India’s leading automobile manufacturer with increasing
presence in Europe, South East
Asia, Africa, Australia and the Middle East with a total income of US $4 billion in 2004- 05.

The company focuses on providing customers the best value for their money and meets
European standards and environmental regulations through their advanced technologies.

Tata Motors Limited is India's largest automobile company, with consolidated revenues of Rs.
92,519 crores (USD 20 billion) in 2009-10. It is the leader in commercial vehicles in each
segment, and among the top three in passenger vehicles with winning products in the
compact, midsize car and utility vehicle segments. The Company is the world's fourth largest
truck manufacturer, and the world's third largest bus manufacturer.

The Company's 24,000 employees are guided by the vision to be "best in the manner in which
we operate, best in the products we deliver, and best in our value system and ethics."

The Company's manufacturing base in India is spread across Jamshedpur (Jharkhand), Pune
(Maharashtra), Lucknow (Uttar Pradesh), Pantnagar (Uttarakhand) and Dharwad (Karnataka).
Following a strategic alliance with Fiat in 2005, it has set up an industrial joint venture with
Fiat Group Automobiles at Ranjangaon (Maharashtra) to produce both Fiat and Tata cars and
Fiat powertrains. The Company is establishing a new plant at Sanand (Gujarat). The
Company's dealership, sales, services and spare parts network comprises over 3500 touch
points; Tata Motors also distributes and markets Fiat branded cars in India.

Tata Motors, the first Company from India's engineering sector to be listed in the New York
Stock Exchange (September 2004), has also emerged as an international automobile
company.
Through subsidiaries and associate companies, Tata Motors has operations in the UK, South
Korea, Thailand and Spain. Among them is Jaguar Land Rover, a business comprising the
two iconic British brands that was acquired in 2008. In 2004, it acquired the Daewoo
Commercial Vehicles Company, South Korea's second largest truck maker. The rechristened
Tata Daewoo Commercial Vehicles Company has launched several new products in the
Korean market, while also exporting these products to several international markets. Today
two-thirds of heavy commercial vehicle exports out of South Korea are from Tata Daewoo. In
2005, Tata Motors acquired a 21% stake in Hispano Carrocera, a reputed Spanish bus and
coach manufacturer, and subsequently the remaining stake in 2009. Hispano's presence is
being expanded in other markets. In 2006, Tata Motors formed a joint venture with the Brazil-
based Marcopolo, a global leader in body-building for buses and coaches to manufacture
fully- built buses and coaches for India and select international markets. In 2006, Tata Motors
entered into joint venture with Thonburi Automotive Assembly Plant Company of Thailand to
manufacture and market the Company's pickup vehicles in Thailand. The new plant of Tata
Motors (Thailand) has begun production of the Xenon pickup truck, with the Xenon having
been launched in Thailand in2008.

Tata Motors is also expanding its international footprint, established through exports since
1961. The Company's commercial and passenger vehicles are already being marketed in
several countries in Europe, Africa, the Middle East, South East Asia, South Asia and South
America. It has franchisee/joint venture assembly operations in Kenya, Bangladesh, Ukraine,
Russia, Senegal and South Africa.

The foundation of the Company's growth over the last 50 years is a deep understanding of
economic stimuli and customer needs, and the ability to translate them into customer-desired
offerings through leading edge R&D. With over 3,000 engineers and scientists, the
Company's Engineering Research Centre, established in 1966, has enabled pioneering
technologies and products. The Company today has R&D centers in Pune, Jamshedpur,
Lucknow, Dharwad in India, and in South Korea, Spain, and the UK. It was Tata Motors,
which developed the first indigenously developed Light Commercial Vehicle, India's first
Sports Utility Vehicle and, in 1998, the Tata Indica, India's first fully indigenous passenger
car. Within two years of launch, Tata Indica became India's largest selling car in its segment.
In 2005, Tata Motors created a new segment by launching the Tata Ace, India's first
indigenously developed mini-truck.

In January 2008, Tata Motors unveiled its People's Car, the Tata Nano, which India and the
world have been looking forward to. The Tata Nano has been subsequently launched, as
planned, in India in March 2009. A development, which signifies a first for the global
automobile industry, the Nano brings the comfort and safety of a car within the reach of
thousands of families. The standard version has been priced at Rs.100,000 (excluding VAT
and transportation cost).

Designed with a family in mind, it has a roomy passenger compartment with generous leg
space and head room. It can comfortably seat four persons. Its mono-volume design will set a
new benchmark among small cars. Its safety performance exceeds regulatory requirements in
India. Its tailpipe emission performance too exceeds regulatory requirements. In terms of
overall pollutants, it has a lower pollution level than two-wheelers being manufactured in
India today. The lean design strategy has helped minimize weight, which helps maximize
performance per unit of energy consumed and delivers high fuel efficiency. The high fuel
efficiency also ensures that the car has low carbon dioxide emissions, thereby providing the
twin benefits of an affordable transportation solution with a low carbon footprint. In May
2009, Tata Motors introduced ushered in a new era in the Indian automobile industry, in
keeping with its pioneering tradition, by unveiling its new range of world standard trucks
called Prima. In their power, speed, carrying capacity, operating economy and trims, they will
introduce new benchmarks in India and match the best in the world in performance at a lower
life-cycle cost.

Tata Motors is equally focused on environment-friendly technologies in emissions and

alternative fuels. It has developed electric and hybrid vehicles both for personal and public
transportation. It has also been implementing several environment-friendly technologies in
manufacturing processes, significantly enhancing resource conservation. Through its
subsidiaries, the Company is engaged in engineering and automotive solutions, construction
equipment manufacturing, automotive vehicle components manufacturing and supply chain
activities, machine tools and factory automation solutions, high-precision tooling and plastic
and electronic components for automotive and computer applications, an automotive retailing
and service operations.

Tata Motors is committed to improving the quality of life of communities by working on four
thrust areas – employability, education, health and environment. The activities touch the lives
of more than a million citizens.
The Company's support on education and employability is focused on youth and women.
They range from schools to technical education institutes to actual facilitation of income
generation. In health, our intervention is in both preventive and curative healthcare. The goal
of environment protection is achieved through tree plantation, conserving water and creating
new water bodies and, last but not the least, by introducing appropriate technologies in our
vehicles and operations for constantly enhancing environment care.

With the foundation of its rich heritage, Tata Motors today is etching a refulgent future.

The Success story

Tata Motors is one of the 32 publicly listed enterprises under the

Tata Group, India’s largest business conglomerate. Tata Motors collaborated with Germany’s
Daimler Benz in 1954 for 15 years to manufacture commercial vehicles. Since then, Tata
Motors has grown enormously and produces several vehicles through their three main
divisions– Passenger Cars, Utility Vehicles and Commercial Vehicles. In 1959, they set up
their first and largest R&D centre in Jamshedpur. By 1961, exports had begun and the first
truck was shipped to Sri Lanka. Another R&D center was started at Pune in 1966 to support
automobile research which produced the first commercial vehicle in 1977. Tata Motors began
the production and sale of heavy commercial vehicles by 1983 and light commercial vehicles
three years later. With increasing sales and popularity, they sold their one millionth vehicles
by 1991. Their interest in tapping the diesel engine market was evident through their joint
venture with Cummins Engine Co.
Inc. in 1993 for the production of high horsepower and emission friendly diesel engines.

After the joint venture in 1993, a few others were pursued the following year. An agreement
with Daimler Benz in 1994, allowed Tata Motors to produce high end Mercedes Benz
passenger cars for the Indian market. Smooth operations allowed the first Mercedes Benz
E220car to be put on the market within a year. Another joint venture in the same year was
formalized to complement the Cummins diesel engines by adding turbochargers on them. This
was made possible with Tata Holset Ltd. in the UK to manufacture turbochargers. By 1998,
they had launched their first sports utility vehicle, Tata Safari. This was an important year as
their sales had doubled to 2 million vehicles and marked the launch of India’s first fully
indigenous passenger car, Tata Indica. The Indica was a success and had over 115,000
bookings with full payment with in a year of the launch. The demand for the Indica was rising
overseas as well, with a consignment of 160 vehicles shipped to Malta in 2000.

The company’s ability to continually improve and innovate was seen in the following,years
when improved versions of their previous models were put into the market. The second
generation Indica V2 and Tata Safari EX were launched and the
Indica V2 soon took the top rank in India’s #1 car within its segment. In addition, to tackle
environmental concerns, it launched the CNG
(Compressed Natural Gas) buses and CNG Indica’s by 2001 that made use of compressed fuel
tanks and significantly reduced toxic emissions. Sales had been increasing in all their
commercial vehicle segments as well as passenger cars.

In 2004, Tata signed an investment agreement with Daewoo Commercial Vehicle Co. Ltd.
and later acquired the company. The new Tata Daewoo
Company launched a heavy duty truck ‘Novus’ in Korean markets. It was also in 2004, that
Tata Motors entered the US stock markets (NYSE: TTM).In the last few years, Tata produced
more vehicles with other
companies through joint ventures or acquisitions and presented many of its models at the
Geneva Motor Show. Its latest model in trucks, also India’s first mini-truck, the Tata Ace was
launched in 2005.Over the years, Tata has evolved in product line, global outreach, sales and
become the leader in high performance and durable vehicles in many markets.

VISION AND MISSION:-

Vision:-
The vision statement of Tata Motors is "Best in the manner in which we operate, best in
the product we deliver, and best in our value system andethics."

To evolve into a world class Indian car brand.

Mission:-
To provide passenger vehicles that offer customers exceptional value, and through this
build a company that provide its shareholders with superior return, and is seen by society and
other stakeholders as a valuable contributor to their development´

Shareholders:-
To consistently create shareholder value by generating returns in excess of weighted
average cost of capital (WACC) during the upturn and atlest equal to weighted average cost of
capital(WACC) during the downturn of the business cycle.
Customer:-
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.

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 customer and other stakeholders.

COMMUNITY
To proactively participate in reshaping the country’s economic growth, To take a holistic
approach toward environment protection.

BOARD OF DIRECTORS

Mr. Ratan N. Tata (Chairman)

Mr Ravi Kant ( Executive director and managing director) Dr.J.J.Irani

Mr.Nusli N.Wadia Dr. R. A. MashelkarMr. S. M. Palia
Mr. Nasser MunjeeMr. Subodh BhargavaMr. V. K. Jairath
Mr. Ranendra SenDr. Ralf Speth
Mr. Carl-Peter ForsterMr. P. M. Telang

MILESTONES

1945 Tata Engineering and Locomotive Co. Ltd. was established to manufacture locomotives

and other engineering products. 1948 Steam road roller introduced in collaboration with

Marshall Sons(UK).
 1954 Collaboration with Daimler Benz AG, West Germany, for manufacture of medium

commercial vehicles. The first vehicle rolled out within 6 months of the contract. 1959

Research and Development Centre set up at Jamshedpur.

1961 Exports begin with the first truck being shipped to Ceylon, now Sri Lanka.

1966 Setting up of the Engineering Research Centre at Pune to provide impetus to automobile
Research and Development collaboration.

1986 Production of first light commercial vehicle, Tata 407, indigenously designed, followed
by Tata 608.

1989 Introduction of the Tatamobile 206 - 3rd LCV model. 1991 Launch of the
1st indigenous passenger car Tata Sierra. TAC 20 craneproduced. One millionth vehicle rolled

out.
1992 Launch of the Tata Estate.

1993 Joint venture agreement signed with Cummins Engine Co. Inc. for the manufacture of

high horsepower and emission friendly diesel engines. 1994 Launch of Tata Sumo - the

multi utility vehicle.

Launch of LPT 709 - a full forward control, light commercial vehicle.

Joint venture agreement signed with M/s Daimler - Benz / Mercedes - Benz for manufacture
of Mercedes Benz passenger cars in India.
Joint venture agreement signed with Tata Holset Ltd., UK for manufacturing turbochargers to

be used on Cummins engines. 1995 Mercedes Benz car E220 launched.

1996 Tata Sumo deluxe launched. 1997 Tata Sierra Turbo launched. 100,000th Tata Sumo
rolled out.
1998 Tata Safari - India's first sports utility vehicle launched. 2 millionth vehicle rolled
out.
Indica, India's first fully indigenous passenger car launched.

1999 115,000 bookings for Indica registered against full payment within aweek.

Commercial production of Indica commences in full swing 2000

First consignment of 160 Indicas shipped to Malta.

 Indica with Bharat Stage 2 (Euro II) compliant diesel engine launched.

Utility vehicles with Bharat Stage 2 (Euro II) compliant engine launched.

Indica 2000 (Euro II) with multi point fuel injection petrol engine launched.

Launch of CNG buses.

Launch of 1109 vehicle - Intermediate commercial vehicle.

2001 Indica V2 launched - 2nd generation Indica. 100,000th Indica wheeled out.
Launch of CNG Indica. Launch of the Tata Safari EX.
Indica V2 becomes India's number one car in its segment. Exits joint venture with Daimler
Chrysler
2002 Unveiling of the Tata Sedan at Auto Expo 2002. Petrol version of Indica V2 launched.
Launch of the EX series in Commercial vehicles. Launch of the Tata 207
DI. 2,00,000th Indica rolled out.
5,00,000th passenger vehicle rolled out. Launch of the Tata Sumo'+' Series.
Launch of the Tata Indigo

Tata Engineering signed a product agreement with MG Rover of the UK.

2003 Launch of the Tata Safari Limited Edition.

The Tata Indigo Station Wagon unveiled at the Geneva Motor Show.
On 29th July, J. R. D. Tata's birth anniversary, Tata Engineering becomes Tata Motors
Limited.

Tata SFC 407 EX Turbo launched. 3 millionth vehicle produced.

First CityRover rolled out.

135 PS Tata Safari EXi Petrol launched.

2004 Tata Motors unveils new product range at Auto Expo '04.

New Tata Indica V2 launched.

Tata Motors and Daewoo Commercial Vehicle Co. Ltd. sign investment agreement.

Indigo Advent unveiled at Geneva Motor Show.

Tata Motors completes acquisition of Daewoo Commercial Vehicle Company.

Tata LPT 909 EX launched.

Tata Daewoo Commercial Vehicle Co. Ltd. (TDCV) launches the heavy duty truck 'NOVUS',
in Korea.

Sumo Victa launched. Indigo Marina launched.

Tata Motors lists on the NYSE.

2005 Tata Motors rolls out the 500,000th Passenger Car from its Car Plant Facility in Pune.

The Tata Xover unveiled at the 75th Geneva Motor Show.

Branded buses and coaches - Starbus and Globus - launched.

Tata Motors acquires 21% stake in Hipo Carrocera SA, Spanish bus manufacturing Company.

Tata Ace, India's first mini truck launched.

Tata Motors wins JRD QV award for business excellence.

The power packed Safari Dicor is launched.

Introduction of Indigo SX series - luxury variant of Tata Indigo. Tata Motors launches Indica
V2 Turbo Diesel.
One millionth passenger car produced and sold.

Inauguration of new factory at Jamshedpur for Novus.

Tata TL 4X4, India's first Sports Utility Truck (SUT) is launched

Launch of Tata Novus.

Launch of Novus range of medium trucks in Korea, by Tata Daewoo Commercial Vehicle Co.
(TDCV). 2006 Tata Motors vehicle sales in India cross four

million mark.

Tata Motors unveils new long wheel base premium Indigo & X
- over concept at Auto Expo 2006. Indica V2 Xeta launched.
Passenger Vehicle sales in India cross one-million mark.

Tata Motors and Marcopolo, Brazil, announce joint venture to manufacture fully built buses
and coaches for India and markets abroad.
 Tata Motors first plant for small car to come up in West Bengal.

Tata Motors extends CNG options on its hatchback and estate range.

TDCV develops South Korea's first LNG-Powered Tractor- Trailer.

Tata Motors and Fiat Group announce three additional cooperation agreements.

Tata Motors introduces a new Indigo range.

2007 Construction of Small Car plant at Singur, West Bengal, begins on January 21.

New 2007 Indica V2 range is launched.

Tata Motors launches the longwheel base Indigo XL, India's first stretch limousine.

Common rail diesel (DICOR) engine extended to Indigo sedan and estate range.

Tata Motors and Thonburi Automotive Assembly Plant Co. (Thonburi), announce formation
of a joint venture company in Thailand to manufacture, assemble and market pickup trucks. Roll out

of 100,000th Ace.

Tata-Fiat plant at Ranjangaon inaugurated.

Launch of a new upgraded range of its entry level utility vehicle offering, the Tata Spacio.

CRM-DMS initiative crosses the 1000th location milestone

Launch of Magic, a comfortable, safe, four-wheeler public transportation mode, developed on

the Ace platform. Launch of Winger, India’s only maxi-van. Fiat Group and Tata Motors announce
establishment of Joint Venture in India.

Launch of the Sumo Victa Turbo DI, the new upgraded range of its entry-level utility vehicle,
the Sumo Spacio.

Tata Motors launches Indica V2 Turbo with dual air bags and ABS.

Launch of new Safari DICOR 2.2 VTT range, powered by a new 2.2 L Direct Injection
Common Rail (DICOR) engine.

Rollout of the one millionth passenger car off the Indica platform.

2008 Ace plant at Pantnagar (Uttarakhand) begins production.

Indica Vista – the new generation Indica, is launched. Tata Motors' new plant for Nano to
come up in Gujarat.
Latest common rail diesel offering- the Indica V2 DICOR, launched.

Indigo CS (Compact Sedan), world’s first sub four-metre sedan, launched.

Launch of the new Sumo -- Sumo Grande, which combines the looks of an SUV with the
comforts of a family car.

Tata Motors unveils its People's Car, Nano, at the ninth Auto Expo.

Xenon, 1-tonne pick-up truck, launched in Thailand.

Tata Motors signs definitive agreement with Ford Motor Company to purchase Jaguar and
Land Rover.

Tata Motors completes acquisition of Jaguar Land Rover. Tata Motors introduces new Super
Milo range of buses
Tata Motors is Official Vehicle Provider to Youth Baton Relay for The III Commonwealth
Youth Games Pune 2008.
Indica Vista – the second generation Indica, is launched. Tata Motors launches passenger cars
and the new pick-upin D.R. Congo. 2009 Tata Marcopolo Motors, Dharwad plant begins
production.

Tata Motors launches Nano - The People's Car. Introduction of New World standard truck
range.
Launch of premium luxury vehicles - Jaguar XF, XFR and XKR and Land Rover Discovery
3, Range Rover Sport and Range Rover from Jaguar and Land Rover in India.

Tata Nano wins the Indian Car of the Year (ICOTY) Award. Tata Motors launches the Sumo
Grande MK II.
Tata Motors begins distribution of Prima World truck. Tata Motors acquires remaining 79%
in Hipo Carrocera.
Tata Motors launches the next generation all-new Indigo Manza.

FREELANDER 2 launched in India.

Tata Motors introduces the all new Tata 407 Pickup, Tata Super Ace and Tata Ace EX.

First Jaguar Land Rover showroom opens in India.

Mr. Ravi Kant to become Non-executive Vice-Chairman of Tata Motors on retirement, Mr.
P.M. Telang to become Managing Director – India Operations.
 Tata Nano draws over 2.03 lakh bookings.

2010 Tata Ace becomes India's first 1-lakh brand in goods commercial vehicles.

Appointment of Mr. Carl-Peter Forster as Managing Director of Tata Motors.

Jaguar Land Rover announces opening of its Dealership in New Delhi.

Tata Motors to construct heavy truck plant in Myanmar under Government of India's Line of

Credit. Tata Motors declared as the Commercial Vehicle Maker of the Year.

Tata Motors Passenger Car Division launches ‘Tata Motors Service Edge' for leading edge
customer service.
Tata Motors displays Tata Nano EV at the 80th Geneva Motor Show.

Chief Minister of Punjab inaugurates Tata Motors supported State Institute of Automotive and
Driving Skills.

Jaguar Land Rover announces Dr. Ralf Speth as Chief Executive Officer.

Tata Motors appoints Mr. Carl-Peter Forster as Group CEO

Tata Motors Group displays the widest range of products and environment-friendly

technologies at Auto Expo 2010. Tata Motors launches Magic Iris.

On 26th April 2010, Tata Motors sold its 4 millionth Commercial Vehicle.

SUBSIADARIES , JVs and ASSOCIATES

Tata Motors has several joint venture, subsidiary and associate companies:

• Jaguar LandRover
• Jaguar Land Rover is a business built around two iconic British car brands that designs,
engineers and manufactures in the UK. With investment in product creation topping £1
billion a year, Jaguar Land Rover is at the centre of the UK automotive industry’s drive to
deliver technical innovation in all areas of vehicle development.

The Jaguar Land Rover business directly employs more than 18,000 people and supports
approximately 130,000 jobs through direct employment, dealers, suppliers and broader
economy). Jaguar Land Rover exports annually generate almost £6 billion for the UK
economy with 78 percent of Land Rovers exported to over 160 countries and 70 percent of

Jaguars exported to over 60 countries.

Jaguar Cars Limited, founded in 1922, is one of the world’s premier manufacturers of luxury
saloons and sports cars. Since 1948 Land Rover has been manufacturing authentic 4x4s that
define 'breadth of capability' in their segments. The Jaguar XF, XK and XJ models are
manufactured at the company's Castle Bromwich plant in Birmingham. Land Rover's
Defender, Discovery 4, Range Rover Sport and Range Rover models are all built at the
Solihull plant. The Land Rover Freelander 2 is built at the Halewood plant in Liverpool.

Joint Venture , Subsidiary and Associate Companies :

➢ Jaguar Land Rover

➢ Tata technologies Ltd. (TTL) and its subsidiaries
➢ Telco construction Equipment Co. Ltd.(Telcom)
➢ HV Axles Ltd.(HVAL)
➢ HV transmissions Ltd.(HVTL)
➢ TAL manufacturing solutions Ltd.(TAL)
➢ Sheba properties Ltd.(Sheba)
➢ Concorde motors (india) Ltc.(concorde)
➢ Tata Daewoo commercial vehicle company Ltd.(TDWCV)
➢ Hispano Carrocera S.A(HC)
➢ Tata Motors insurance broking and Advisory ServicesLtd.(TMIBASL)
➢ Tata Motors European technical centreplc ➢ Tata motors Finanace Ltc.
➢ Tata MotorsThailand
➢ Tata Marcopolo Motors Ltd (TMML) ➢ Tata Motors (SA)Proprietary Ltd.(TMSA) ➢ TML
Distribution Company Ltd.

ANALYSIS & INTERPRETATION:-

TABLE NO: 3.1 GENDERS OF THE RESPONDENTS

Category Percentage
Male 85
Female 15
Tota 100
l

CHART NO: 3.01 GENDERS OF THE RESPONDENTS

percent

10

percenta

percenta
mal
femal
EE

INTERPRETATION:

85% of the respondents are male

15% of the respondents are female.

TABLE NO:-3.2 SHOWING DISTRIBUTION ON THE BASIS OF THE
OCCUPATION

Occupation Percent
Professional 35
Govt. 15
employer
Private employer 10

Businessman 35
Other 05
Total 100

CHART NO: 3.02 SHOWING DISTRIBUTION OF THE BASIS OF THE

OCCUPATION

percent

10

percenta

percenta
mal
femal
 Professinon
al
Businessm
an

Private Govt.
Employee

INTERPRETATION
35% are Professionals , 15% are Govt. Employee,10% are private Employee

35% are Businessman and 05% are other.

TABLE NO:-3.3 THIS TABLE SHOWING SOURCE OF FINANCE

Model Of Purchase Percentage

Loan 85

Cash 15

Total 100
CHART NO: 3.03 THIS TABLE SHOWING SOURCE OF FINANCE
 PERCENT

100

80

60
Percent
40

20

0
Loan Cas

INTERPRETATION:
In source of finance 85% respondent are buy car by loan which is very high & then by cash
which is15%, deference between this is very high.

TABLE NO:-4.1 SHOWING THE REASONS OF PURCHASE FROM SHREEJI

AUTOMART PVT LTD (AUTHORIZED DEALER).

Reason Of Percentage
Purchase

Quick Delivery
20

Customer Care 35

After Sales service 40

All 05

Total 100
CHART NO: 4.02 THE REASONS OF PURCHASE FROM SHREEJI AUTOMART
PVT LTD (AUTHORIZED DEALER).
 QuickDeliver
y

After
Sales
service
Customer
Care

INTERPRETATION:

• 20% respondent are satisfactory with Quickdeliver.

• 30% respondent are satisfactory with Customercare.

• 40% respondent are satisfactory with After salesservice

• 05% respondent are satisfactory with All

TABLE NO:-5.1 THIS TABLE SHOWING ABOUT PRICE OF TATA CAR WHEN
COMPARED WITH ITS FACILITIES

FACILITY PERCENTAGE

HIGH 10

NORMAL 80

LOW 10

TOTAL 100

CHART:5.01 THIS TABLE SHOWING ABOUT PRICE OF TATA CAR WHEN

COMPARED WITH ITS FACILITIES
INTERPRETATION:
Here we can see that 80% respondent give normal, and then second high which is 10% , so
performance of tata car is best.

TABLE NO:-6.1 THIS TABLE SHOWING SATISFACTION WITH TATA CAR

Satisfaction Percentage

Yes 60

No 40
Total 100
CHART: 6.02 THIS TABLE SHOWING SATISFACTION WITH TATA CAR

PERCENT
70
60
50
40
30 Percent

20
10

Ye No

INTERPRETATION:-
60% respondent are satisfied with Tata car

40% respondent are unsatisfied with Tata car.

TABLE NO:-7.1 MOST TWO FEATURES OF TATA CAR

Attribute Percentages
New 30
model
&
design
Mileage 40
Pick-up 20
Other 10
Total 100

CHART:7.01 MOST TWO FEATURES OF TATA CAR

 Othe

Pick-

Mileag

New model &

Percen

INTERPRETATION:-

In most features that in first is mileage which is 40%, then on second is new model and
Design which is 30% & on third pick up which is 20%, out of 100 respondents. So mileage is
most features selected by respondents.

TABLE NO:-8.1 THIS TABLE SHOWING THE MAINTENANCE COST OF TATA

CAR

Maintenance Cost Percentages

Medium Cost 60
Low Cost 35
High Cost 05
Total 100

CHART:8.01 THIS TABLE SHOWING THE MAINTENANCE COST OF TATA

CAR
 6
60
50
40 3
30
20
10

Medium
Low
High

Percen

INTERPRETATION:
60% responders are satisfied because of medium maintains cost

05% responders are unsatisfied because of high cost of maintains.

TABLE NO:-9.1 THIS TABLE SHOWING PERFORMANCE OF TATA CAR

Performance Percentages
Excellent 30
Good 55
Poor 15
Total 100

CHART NO:-9.01 THIS TABLE SHOWING PERFORMANCE OF TATA CAR

 Perce

Percen

10

Excelle Goo Poo

INTERPRETATION:
Out of 100 responders 30% are feel its excellent performance and 55% responders are feel it’s
good performance and remaining 15% feel its poor performance.
TABLE NO:-10.1 TABLE SHOWING THE SATISFIED WITH SERVICE PROVIDE
BY SHREEJI AUTOMART (AUTHORIZED DEALER)

Service Percentages

Yes 71

No 29
Total 100

CHART NO:-10.01 TABLE SHOWING THE SATISFIED WITH SERVICE PROVIDE

BY SHREEJI AUTOMART (AUTHORIZED DEALER)
 Perce

8
0
7
0
6 Percen
0
5
0
4
0
Yes No

INTERPRETATION:
71% Are satisfied with service provide by shreeji auto mart and 29% not satisfied
TABLE NO:-11.1 THIS TABLE SHOWING SATISFACTION WITH TATA MOTORS
RESPONDING TO CUSTOMERS’ NEEDS

Satisfaction with company Percentages

Yes 67
No 33
Total 100

CHART NO:-11.01 THIS TABLE SHOWING SATISFACTION WITH TATA

MOTORS RESPONDING TO CUSTOMERS’ NEEDS
 percentage

70
60
50
40 Percen
30
20
10
0
Yes No

INTERPRETATION:

This chart shows that 33% customers are unsatisfied with car, 67% customers are satisfied.

TABLE NO:-12.1 TABLE SHOWING, SATISFY THE QUALITY OF

WORKMANSHIP OF SHREEJI WORKSHOP

Quality of Percentages
workmanship

Highly Satisfied 10
Satisfied 65
Not Satisfied 25
Total 100

CHART NO:-12.1 TABLE SHOWING, SATISFY THE QUALITY OF

WORKMANSHIP OF SHREEJI WORKSHOP
 PERCENT
70

60

50

40

30 Percent

20

10

Highly Satisfied Not Satisfied

INTERPRETATION:
10% responders are highly satisfied with service quality provide by shreeji, 65% responders
are satisfied and 25% responders unsatisfied with service quality provide by shreeji
workshop.
TABLE NO:-13.1 TABLE SHOWING THE REASONS TO GO FOR TATA CAR

Category Percentages
Price 00
Fual efficiency 25
Traveling comfort 54
Brand name 17
Other 04
Total 100

CHART NO:-13.01 TABLE SHOWING THE REASONS TO GO FOR TATA CAR

 PERCENTAGE

40
20

percentag percentag

INTERPRETATION:
25% of responders prefer Tata car for fuelefficiency

54% of responders prefer Tata car for Travelingcomfort

17% of responders prefer Tata car for brandname

From the above statement it is clear that maximum no of responders chose tata car for
traveling comfort.

TABLE NO:-14.1 TABLE SHOWING OPINION ON THE INFORMATION GIVEN

BY SALES REPRESENTATIVE

Category Percentages
Satisfactory 45
Convincing 29
Unsatisfactory 16
Bad 10
Total 100

CHART NO:-14.01 TABLE SHOWING OPINION ON THE INFORMATION GIVEN

BY SALES REPRESENTATIVE
 PERCENTAGE

40
20

Percentag Percentag

INTERPRETATION:
45% of responders are satisfactory on the information and demonstration given by sales
representative.

29% of respondent are convincing on the information and demonstration givan by sales
representative. Maximum no of responders are satisfactory on the information and
demonstration given by sales representative.

TABLE NO:-15.1 TABLE SHOWING WHETHER TATA HAS TO INCREASE ITS

SERVICES CENTERS BOTH IN RURAL AND URBAN AREAS?

Category Percentages
Yes 89
No 11
Total 100

CHART NO:-15.01 TABLE SHOWING WHETHER TATA HAS TO INCREASE ITS

SERVICES CENTERS BOTH IN RURAL AND URBAN AREAS?
 PERCENTAGE

10

percentag

percentag
ye
no

INTERPRETATION:

89% respondent say YES regarding whether TATA has to increase its services centers both in

rural and urban areas.

Maximum no of responders say YES regarding weather TATA has to increase its services
centers both in rural and urban areas.
CONCLUSION

Today, businesses around the world, both large and small, cannot ignore the impact that the
global economy is having on their performance. Globalisation, the internet, and information
transparency have led to an increasingly mobile workforce, ever more fickle customers, and
rapidly changing technologies and business models. One result of this seemingly inexorable
trend is that companies are less able to predict - let alone control - the short-term shape of
their own markets.

As a result, more and more organisations are choosing to adopt a marketing- led philosophy to
enable them to win market share and capture and retain the hearts and minds of current and
prospective customers. Marketing is becoming more important as organisations around the
world strive to develop products and services that appeal to their customers and aim to
differentiate their offering in the increasingly-crowded global marketplace.

These complex issues heighten the need for effective marketing whilst
expanding its scope beyond the ‘marketing function’. Put simply, marketing is no longer the
sole prerogative of a single ‘function’, even if the leadership on marketing comes from that
function, together with the framework within which marketing strategies are conceived,
developed, planned, executed, reviewed and improved.

We have discussed marketing strategies of TATA MOTORS and have conducted various tests
like SWOT ANALYSIS , PEST ANALYSIS etc.. to conduct this study and we conclude that
TATA MOTORS has one of the best marketing strategies in automobile industry. Its
customers are well satisfied.
SUGGESTIONS

The study is aimed at analyzing marketing and customer satisfaction with sample 100
members, which has helped in getting an overall view of customer satisfaction toward Tata
cars considering different criteria.

Recommendation Tata company has to implement good customer relationship management

strategy that enhances customer satisfaction level.

The company can undertake R&D to improve the existing feature which field helps increase
in the customer satisfaction.
The company should promote about the entire feature offered by it.
 As majority of the customer give opinion that they are satisfied is the factors, services and
design of the product of the company should taken not only maintain the existing standard but
also enhance them.
To increase the mileage efficiency.

To provide mobile services where one should be able to reach the spot in case of any break
down.
To bring down the cost of spares and improve.

Customer care is the best way to build long term relation, because they also have emotional
and psychological needs when they purchase a car.
TATA Motors should increase the dealerships / channel partners for the rural marketing. In
case of non viability should force the old dealerships to open a branch & increase the market
share in that market.
Large range of products is increasing the gap b/w supply & demand. TATA Motors should
standardize the products. Product should be available at the time of demand, sales &
marketing should be pro active & should plan before the demand by estimations.
QUESTIONNAIRE

STUDY ON CUSTOMER SATISFACTION TOWARD TATA MOTORS (CARS) WITH

SPECIAL SIGNIFICANCE TO SHREEJI AUROMATR. AUTHORISED DEALER

Customer name: Address:

Vehicle number: Model:

1. Occupation
a) Professional
b) Govt.employee
c) Private employee
d) student
e) Business
f) Others

2. Family income:
 a) Below Rs-75000
b) Rs 75000 to Rs 125000
c) Rs 125000 to 150000
d) Above Rs 150000

3. Model of purchase:
a) Loan
b) Cash

4. What do you feel about the price of TATA CAR when compared with its facilities? a)
High
b) Normal
c) Low

5. Do you satisfied with your TATACAR?

a) Yes
b) No

6. What attribute made you to purchase?

a) New model &design
b) Mileage
c) Pick-up
d) Others

7. What is the maintains cost of your TATACAR?

a) Medium cost
b) Low cost
c) High cost

8. Please specify the overall performance of your TATACAR?

a)Excellent
b)Good
c) Poor

9. Do you satisfied with the services provide SHREEJI AUTOMATR (TATA MOTORS
AUTHORISEDDEALER)?
 a) Yes
b) No

10. Do you prior appointment for your service and maintenance? a)

All the time
b) Sometime
c) Never
11. Are you satisfied with the work shop service?
a) All the time
b) Sometime
c) Never
12. Are the opening and closing time of our work shop convenient?
a) Yes
b) No

13. Do you satisfy the quality of workmanship of our workshop?

a) Highly satisfied
b) Satisfied
c) Not satisfied

14. Do you think TATA MOTORS has to increase its services center both in Rural and
Urban areas? a) YES
b) NO
 BIBILIOGRAPHY

BOOKS:
• Shimp Advertising and Promotion", 2007, Cengage Learning.
• George E Belch, Micheal A Belch &KeyoorPurani "Advertising and Promotion", 2010, Tata
McGraw Hill, 7th Ed.
• Shah &D'souza "Advertising & Promotion", 2010, Tata McGraw Hills.
• Ian, King & Russel "Advertising Procedure" 6/c Pearson Publishers.
• S.A. Chunnawalla, K.C.Sethia "Advertising", 2010, HPH
• SHH Kazmi & Satish Batra "Advertising&Sales Promotion", 2009, Excel Publishers.
JOURNALS:
1. The research on automobile marketing channel management model, Zhixin Li, Lihong Guo,
Changming Li, Biotechnology an Indian Journal 2014 ISSN: 0974 - 7435 Volume 10 Issue
14.
2. The Effectiveness of Sales Promotion Technique on Consumer Purchasing Behaviour at
Bimal Auto Agency India Pvt. Ltd, Ravishankar S Ulle, Kotresh Patil, Dr. Aparna J Varma,
Journal of Emerging Technologies and Innovative Research JETIR August 2018, Volume 5,
Issue 8.
3. Evaluation of Effectiveness of Sales Promotional Tools on Sales Volume and Channel
Members' Perceptions [An Overview of Delhi Region], Kush Kr. Patwa, Love Kr. Patwa,
Pacific Business Review International Journal, Volume 6, Issue 6, December 2013.
4. The Impact of Sales Promotions on the Performance of Auto-Mobile Industries in Ghana: A
Case Study of PHC Motors, Isaac Tandoh, Loretta Sarpong, European Journal of Business
and Management www.iiste.org ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online) Vol.7,
No.11, 2015 176
5. The Review of how Sales Promotion Change the Consumer’s Perception and
Purchasing Behavior of a ProductWong Ai Jean & Rashad YazdanifardGlobal Journal of
Management and Business Research: E Marketing Volume 15 Issue 5 Version 1.0 Year 2015

WEBSITE
• www.tatamotors.com
• www.thrivehive.com
• www.yourarticlelibrary.com