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Tatamotars main project (shetty)

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marketing of tata nano …

marketing of tata nano

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  • 1. TATA MOTORS 2012 Alva’s College Moodbidri Page 1 Introduction An automobile or motor car is a wheeled motor vehicle for transporting passengers; which also carries its own engine or motor. Most definitions of the term specify automobiles are designed to run primarily on roads, to have . seating for one to eight people, to typically have four wheels, and to be constructed principally for the transport of people rather than goods. Automobile comes via the French language, from the Greek auto [self] and mobiles [moving]; meaning a vehicle that moves itself, rather than being pulled or pushed separate animal or another vehicle. Although Nicolas-Joseph Cugnot is often credited with building the first self -propelled mechanical vehicle or automobile in about 1769.Richard Trevithick built and demonstrated his Puffing Devil road locomotive in 18 In 1892, German engineer Rudolf Diesel was granted a patent for a "New Rational Combustion Engine‖. In 1897 he built the first Diesel Engine. In 1895, Selden was granted a United States patent (U.S. Patent 549,160) for a two-stroke automobile engine. Steam, electric, and gasoline-powered autos competed for decades, with gasoline –internal combustion engines achieving dominance in the 1910s.01, the first truly successful steam-powered road vehicle. FUEL AND PROPULISION TECHNOLOGIES Most automobiles in use today are propelled by gasoline (also known as petrol) or diesel internal combustion engines, which are known to cause air pollution and are also blamed for contributing to climate change and global warming. Increasing costs of oil-based fuels, tightening environmental laws and
  • 2. TATA MOTORS 2012 Alva’s College Moodbidri Page 2 restrictions on greenhouse gas emissions are propelling work on alternative power systems for automobiles. Efforts to improve or replace existing technologies include the development of hybrid vehicles, and electric and hydrogen vehicles which do not release pollution into the air. DIESEL (DIESEL ENGINE) Diesel-engine cars have been popular in Europe with the first models being introduced in the 1930s by Mercedes Benz and Citroen. The main benefit of diesel engines is a 50% fuel burn efficiency compared with 27%. GASOLINE (PETROL ENGINE) Gasoline engines have the advantage over diesel in being lighter and able to work higher rotational speeds and they are the usual choice for fitting in high- performance sports cars. Continuous development of gasoline engines for over a hundred years has produced improvements in efficiency and reduced pollution. BIOACOH QLS AND BIOGASOLINE Ethanol, other alcohol fuels (biobutanol) and biogasoline have widespread automotive fuel. Most alcohols have less energy per liter than gasoline and are usually blended with gasoline. ELECTRIC CARS The first electric cars were built around 1832, well before internal combustion powered cars appeared. For a period of time electrics were considered superior
  • 3. TATA MOTORS 2012 Alva’s College Moodbidri Page 3 due to the silent nature of electric motors compared to the very loud noise of the gasoline engine. STEAM CARS Steam power, usually using an oil or gas heated boiler, was also in use until the 1930s but had the major disadvantage of being unable to power the car until boiler pressure was available. COST AND BENEFITS OF USAGE The costs of automobile usage, which may include the cost of: acquiring the vehicle, repairs, maintenance, fuel, depreciation, parking fees, tire replacement, taxes and insurance, are weighed against the cost of the alternatives, and the value of the benefits – perceived and real of vehicle usage. The benefits may include on – demand transportation, mobility, independence and convenience. "INDIAN AUTOMOBILE INDUSTRY" Peter Drucker called the automobile industry as "the industry of industries". During the last few years, the production and management systems have been revolutionized in the automobile industry . One of the major changes in t h e industry has been the opening up and growth of several emerging markets. I n d i a is one of the most important emerging car economies in the world today. In 1991, the Government of India embarked on an ambitious structural adjustment programme aimed at economic liberalization, based on the pillars of Delicensing, decontrol, Deregulation and Devaluation. Post-liberalization, the Government of new automobile policy announced in June 1993 contained measures, such is deli
  • 4. TATA MOTORS 2012 Alva’s College Moodbidri Page 4 censing, automatic approval for foreign holding of 51% in Indian companies abolition of phased manufacturing programme, reduction of excise duty to 40% and import duties of CKD to 50% and of CBU to 50% and of CBU to 110%, and commitment to indigenization schedules. The Government of India's new automobile policy two Korean companies. Toyota end Chrysler are also seeking to enter the country with suitable Indian partners. In addition, there are three existing Indian companies, Hindustan Motors, Premier Automobiles and Telco, and one Indo- Japanese venture, Maruti already in the passenger car market. Maruti is by far the biggest player with about 70% of the market share. As of April 1997, a total of 7 Automobile companies (Daewoo, Peugeot, Fiat, Ford, General Motors, Merc, Audi) have already started selling cars, while another 8 companies (Honda, Renault, VW, BMW, Toyota, Hyundai, Chrysler) have either begun operations in India or plan to start soon. Some Indian companies like Telco and Kinetic are also working on introducing small car models. THE INDIAN FOUR-WHEELER INDUSTRY The 4W industry in India has not quite matched up to the performance of nterparts in other parts of the world. The primary reason for this has been - pervasive regulatory atmosphere prevailing till the opening up of the industry in the mid-1990s. The various layers of legislative Acts sheltered the industry from external competition for a long time. Moreover, the industry was considered low- priority as cars were thought of as "unaffordable luxury". Initially in the post-liberalization period, the automotive sector, especially the passenger car segment, saw a boom. The buoyancy in the sector was derived primary from economic vibrancy, changes in Government policies, and increase
  • 5. TATA MOTORS 2012 Alva’s College Moodbidri Page 5 in purchasing (especially of the upper middle class), improvement in life styles inability of car finance. The passenger car industry was finally deregulated in 1993, and many companies, both Indian and foreign (like Daewoo, General Motors, and DaimlerChrysler), entered the market. However, the smooth sailing suddenly disrupted in the last quarter of FY1996. The automobile industry, which contributed substantially to industrial growth in FY 1996, failed to maintain the same momentum between FY1997 and FY1999. The overall slowdown in the economy and the resultant slowdown in industrial production, political uncertainty and inadequate infrastructure development were some of the factors responsible for the slowdown experienced by the automobile industry. In FY2000, the sector experienced a turnaround, posted positive growth rates and witnessed the launch of many new models. But the spectacular growth in FY2000 was followed by a decline in FY2001 and only a marginal growth of 0.5% in FY 2002. However, since FY2003, industry sales have increased at a 3-year. CAGR of 1+-7.4% to 1.14 million in FY2006. Although there was a slowdown in FY2006, after the high growth in FY2004-05, the recent high growth has been on the strength of an increase in the disposable income of middle-income salaried people, release of pent-up demand, and easy availability of credit.
  • 6. TATA MOTORS 2012 Alva’s College Moodbidri Page 6 POJECT METOHODOLOGY DEMAND CHARACTERSTICS Passenger Cars: In developed markets, engine capacity and wheel-base are the bases of segmentation of passenger cars: price does playa role but only up to a point. Since affordability is the most important demand driver in India, the domestic car market had until now been segment on the basis of vehicle price. Price-based competition takes place in a continuum rather than in segments since nearly all the models are launched in multiple versions at different price points. As a result, a higher-end variant may compete with a lower – end variant of a car in a segment above it. MUVs: The MUV segment consists of vehicles that are suited to both rural and urban areas. In rural areas where the roads are usually bad, these vehicles are used as goods carriers and also for public transportation. Northern and Western India account for nearly two-thirds of the demand for MUV. Specifically, in States like Rajasthan, Madhya Pradesh, Uttar Pradesh and Maharashtra, the demand for MUVs the largest. There are three segments of buyers for MUVs: the private Government, and the Defense. Until the 1990s, the Government and segments accounted for the largest share of the market. The reduction in Government and defense spending since the 1990s has substantially reduced sales two segments. This has pushed private sector purchases into greater prominence. The project is on the topic "marketing and promotion Strategy of Adishakti motors which is situated in Shimoga. The study also gives a bird's eye view of the Adishakti motors.
  • 7. TATA MOTORS 2012 Alva’s College Moodbidri Page 7 At the beginning this plan is general and tentative. It undergoes many modifications land changes, as the study progresses and insights into it deepen. Objectives of the study: To reveal the History of automobile industry. To understand about the company dealer. To know the special features of TATA Motors. To know the current position of demand for TATA Cars in Shimoga. To find the marketing and sales promotion activity done by the dealer to increase sales. To make out the importance of customer relation towards the company. Methodology:- Data collected from the dealer was with the help of observation method and the information collected from the staff and higher authority is through primary and secondary sources of information in order to prepare the report. The study of project work is based on primary and secondary data: Primary Data: Primary data was collected through observation and direct communication with the respondents through personal interview.
  • 8. TATA MOTORS 2012 Alva’s College Moodbidri Page 8 Observation is a method that can be followed right on the job. The analyst observes the incumbent as he performs his work and questions him to get the required data. Secondary Data: Secondary data refers to the data, which has already been collected by someone, else, which has already passed through the statistical, analysis. In my field study I have collected the secondary information from different sources. The main sources consisted of Broachers of the cars and customer survey done by the dealer textbooks of the marketing, Internet etc. Broacher informs the customers about the photo, features & specification of cars. It also acts a medium of advertisement for the cars. Textbooks contain the necessary information regarding a particular topic related to the subject. Internet has made a way to provide multimedia information to the people. Internet has rapidly becoming the mechanism for connecting organization and individual throughout the world. Scope of the study:- The scope of the study is limited to Adishakthi Motors Shimoga and its operations. This provides a scope and directions to undertake detail study on the level of firm’s operation.
  • 9. TATA MOTORS 2012 Alva’s College Moodbidri Page 9 Limitations  Busy schedule of the customers and the employer.  The study was conducted for academic purpose thus; it was difficult to collect all information within a certain period of time.  As the project was conducted for two one month it was not possible to cover all the aspects of the topic ―marketing‖.  This project study was limited to company’s rules and regulations.
  • 10. TATA MOTORS 2012 Alva’s College Moodbidri Page 10 Company Profile:- INTRODUCTION TO TATA MOTORS Tata Motors Limited is India's largest automobile company, with consolidated revenues of Rs.70,938.85 crores (USD 14 billion) in 2008-09. 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 second 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." Established in 1945, Tata Motors' presence indeed cuts across the length and breadth of India. Over 4 million Tata vehicles ply on Indian roads, since the first rolled out in 1954. 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
  • 11. TATA MOTORS 2012 Alva’s College Moodbidri Page 11 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 in 2008. 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
  • 12. TATA MOTORS 2012 Alva’s College Moodbidri Page 12 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.100000 (excluding VAT and transportation cost).
  • 13. TATA MOTORS 2012 Alva’s College Moodbidri Page 13 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 lifecycle cost. 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 health care.
  • 14. TATA MOTORS 2012 Alva’s College Moodbidri Page 14 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. HISTORY Tata Motors launches its first truck in collaboration with Mercedes-Benz Tata Motors is a part of the Tata Group manages its shareholding through Tata Sons. The company was established in 1935 as a locomotive manufacturing unit and later expanded its operations to commercial vehicle sector in 1954 after forming a joint venture with Daimler-Benz AG of Germany. Despite the success of its commercial vehicles, Tata realized his company had to diversify and he began to look at other products. Based on consumer demand, he decided that building a
  • 15. TATA MOTORS 2012 Alva’s College Moodbidri Page 15 small car would be the most practical new venture. So in 1998 it launched Tata Indica, India's first fully indigenous passenger car. Designed to be inexpensive and simple to build and maintain, the Indica became a hit in the Indian market. It was also exported to Europe, especially the UK and Italy. In 2004 it acquired Tata Daewoo Commercial Vehicle, and in late 2005 it acquired 21% of Aragonese Hispano Carrocera giving it controlling rights of the company. It has formed a Joint Venture with Marcopolo of Brazil, and introduced low-floor buses in the Indian Market. About Tata motors o Tata Motors were established on September 1, 1945, originally for the manufacturing of Steam Locomotives at Jamshedpur. o 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. o It is the country’s leading commercial vehicle manufacturer and has significant presence in the multi-utility and passenger car segments. o With the Launch of Tata Indica, an Euro 2 compliant vehicle, is the country’s first indigenously designed, developed and manufactured passenger car. o 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. Manufacturing 1.Uttarakhand:
  • 16. TATA MOTORS 2012 Alva’s College Moodbidri Page 16 The company has set up a plant for its mini-truck Ace and the passenger carrier Magic (based on the Ace platform) at Pantnagar in Uttarakhand. The plant began commercial production in August 2007. This is the company's fourth plant, after Jamshedpur (commercial vehicles), Pune (commercial vehicles and passenger vehicles) and Lucknow (commercial vehicles). The plant is spread over 953 acres, of which 337 acres is occupied by the vendor park . State-of-the-art facilities include weld shops, paint shops, engine and gear box shops and assembly lines. The companyhas invested over Rs.1000 crore in the plant. Vendors for thevehicle have made additional investments to set up their plants in the vendor park adjoining the plant. The operation has generated about 7500 direct and indirect jobs in the plant, among vendors and service providers in the area. 2.Lucknow: Tata Motors Lucknow is one of the youngest production facilities among all the Tata Motors locations and was established in 1992 to meet the demand for Commercial Vehicles in the Indian market. The state of art plant is strongly backed by an Engineering Research Centre and Service set-up to support with latest technology and cater to the complexities of automobile manufacturing. Fully Built Vehicle business, which is one of the fast growing areas of our business, is also established in Lucknow. Plant, rolls out commercial vehicles and is specialized in the designing and manufacturing of a range of modern buses which includes Low floor, Ultra Low-
  • 17. TATA MOTORS 2012 Alva’s College Moodbidri Page 17 floor, CNG & RE Buses. The Lucknow facility also specializes in manufacturing HCBS (High capacity Bus System) buses. In light of Company’s aggressive growth plans, we are currently expansion phase and production at Lucknow would grow many-fold in near future. The expansion shall be in the areas of painting, welding vehicle assembly & testing and utility services, driven by latest technology. To achieve these plans we invite people who have good Technical Knowledge, seek Challenging Opportunities and have a Drive for Engineering Excellence to come and partner us in our journe. 3 Pune: The Pune unit is spread over 2 geographical regions- Pimpri (800 acres) and Chinchwad (130 acres). It was established in 1966 and has Production Engineering Division, which has one of the most versatile tool making facilities in the Indian subcontinent. It houses a Vehicle manufacturing complex which is one of the most integrated automotive manufacturing centers in the country producing a large variety of individual items and aggregates. It is engaged in the design and manufacture of sophisticated press tools, jigs, fixtures, gauges, metal pattern and special tools, as well as models for the development of new ranges of automobile products. Its capabilities have enabled Tata Motors to introduce new products and improve existing ones without resorting to imports of dies or fixtures.
  • 18. TATA MOTORS 2012 Alva’s College Moodbidri Page 18 Over the years, this division has developed expertise in design and manufacture of automated dies, fixtures and welding equipment. large design group is fully conversant with stateof- the-art CAD facilities and manufacturing facilities comprising of light and heavy CNC machine shops, jigs boring room, plastic template shop, wood pattern and model pattern shop, five axis precision machine tools and laser control machines. To cope with such a diverse range, four assembly lines have been established, one each for MCVs and HCVs, LCVs, Utility vehicles and one for Passenger Cars (Indica and Indigo). The Passenger Car Division in 'K' block executes the entire process of car manufacture over five shops - the engine shop, the transmission shop, press and body shops, paint shop and the trim and final assembly shop. The shops are fully automated ensuring that there is minimal chance for error in the manufacturing processes. After the car is completely assembled, it goes through several checks like wheel alignment, sideslip test, brake test, shower test, and a short test run before it is ready for dispatch. All systems such as materials management, maintenance and other activities are computerized, enabling smooth operations and minimum inventory needs. The Electronics Division is engaged in the production of a wide variety of Machine Tool Controllers, PLCs, Test rig instrumentation, Servomotors, Proximity Switches. In addition, it has developed a number of components such
  • 19. TATA MOTORS 2012 Alva’s College Moodbidri Page 19 as flashers, horns, timers that are used in Tata Motors' vehicles. Industry experts rate the fully automated Foundries at Chinchwad and Maval among the best, worldwide. The Iron Foundry at Chinchwad produced 37,000 Tons of high precision castings in 2006-07 while the Iron Foundry at Maval produced 14000 Tons of spheroidal Iron castings in 2006-07. These include Cylinder Blocks, Cylinder Heads, Gear Box Housing, etc. To dispense with the need for outsourcing, an Aluminium Foundry with an annual capacity of 3,300 Tonnes has been established. 4.Jamshedpur: Established in1945, the Jamshedpur unit was the company's first unit and is spread over an area of 822 acres. It consists of 4 major divisions - Truck Factory, Engine Factory, Cab & Cowl Factories, and the Novus. The divestments in March 2000 hived off the Axle and Engine plants into independent subsidiaries viz. HVAL &HVTL, respectively. The Truck Division boasts of two assembly lines. The main assembly line, measuring 180m in length has 20 work stations with a vehicle rolling out every 8 mins. The other line is dedicated to special purpose vehicles and for meeting the requirements of the Indian Army. The uniqueness of the Factory lies in its possession of Advanced facilities for manufacturing long members comprising of a set-up of 5000 Tones Hydraulic press line, cutto- length line for strip preparation purchased from M/s Kohler of Germany and a Camber Correction line.
  • 20. TATA MOTORS 2012 Alva’s College Moodbidri Page 20 Facility for hot forming of axle halves with a 3000 tone press and heating furnace. Flexibility in manufacturing frames with an off line Proto-typing facility. The Cab, Cowl & Novus Factory is equipped with state- of- art facilities like Centralized Paint Shop and Automated painting set up, Robot painting, BIW Fabrication of day & sleeper cabs for trucks, Articulates ( Tractor/ Trailer), BIW Fabrication of Cowls for buses, and other miscellaneous applications. The fully equipped Foundry, that the unit is supported by, supplies high- grade SG Iron castings for automobile components and excavators, and is rated as one of the cleaner, better and highly automated foundries in the world. It has an annual capacity of 42,000 MT of Good castings and makes, both, Gey and SG cast Iron casting. It manufactures all critical automobile castings e.g. Cylinder Block, Cylinder Head etc. It has a sophisticated Kunkel Wagner High Pressure Moulding line of a rated production capacity of 90 moulds/ hour. This is supported by a sand cooler and sand mixer from Kunkel Wagner. The Engine Factory is responsible for the in-house manufacture of Tata 697/497 Naturally Aspirated and Turbo Charged engines, and the 6B series engines manufactured at Tata Cummins. As one of the most modern forging set-ups in the country, the Forge Division is equipped with a semi-automated forging line with 40,000 mkg Beche Hammer and state-of-the-art presses from Kurimoto of Japan. It produces critical
  • 21. TATA MOTORS 2012 Alva’s College Moodbidri Page 21 forgings like crankshafts, front axle beams and steering parts for the automobile plant. The new forging line, installed in April 1984, has the capacity to forge front axle beams at 90 sec per piece and crankshafts at 120 sec per piece. Mechanical presses help produce a variety of heavy forgings. The sophisticated FIDIA digit 165 CC Graphite Milling Machine links shop floor machines to the design workstation. The Forge has been certified as ISO 9002 and QS 9000 by the BVQI. HV Axles Ltd., a wholly owned subsidiary of Tata Motors, is currently the market leader in medium and heavy commercial vehicles axles in India with an installed capacity of over two lakh axles per annum. The company's product range includes Front Steer axles- both live and normal, Rear Drive axles and dummy/ trailer axles. It is currently the sole suppliers of M&HCV axles to the Jamshedpur and Lucknow plants of Tata Motors. HVAL has state-of-the-art manufacturing facilities for making all major Axles components such as Front Axle Beam, Stub Axles, Front & Rear Wheel Hubs, Differential, Axle Gears (Crown Wheel, Pinion, Bevel Gear & Shaft Gear), Banjo Axle Beam, Swivel Heads, Constant Velocity Shafts etc. For being in the forefront of cutting edge technology, HVAL has proven skills in manufacturing axles from component level to assembly & testing. As a TS 16949 company, HVAL encourages and continuously supports its vendor base to upgrade their Quality Management System to TS 16949.
  • 22. TATA MOTORS 2012 Alva’s College Moodbidri Page 22 HVTL was established on 13th March 2000 as a major subsidiary of Tata Motors by taking over operations of Tata Motors' erstwhile Gearbox Division. It is a leading manufacturer of automotive transmissions, components & engineering applications for a wide range of medium & heavy commercial vehicles. The company has a capacity of producing 94,000 gearboxes per year which is being enhanced to a capacity of 120,000 Gearboxes per year. It provides products and services of superior quality, matching with the current economic and business trends in medium and heavy commercial vehicle markets. The Quality System of HVTL is certified under ISO/ TS-16949. In the environmental and safety front, it was ISO14001 certified in 2004 and OHSAAS-18001 certified in 1999. While making technological advancements, the social responsibilities are also taken up seriously. Tata Motors, Jamshedpur, plays an active role in serving rural communities surrounding its Works through various community centres. While striving to create a culture for self-help amongst the local populace, it has made significant progress in community and social forestry, sustainable development of wastelands, road construction, rural health and education, development of rural industries, water supply and family planning. A signatory to the UN Global Pact, it also takes various initiatives in human rights protection, labour standards, environmental issues, modern effluent treatment facilities, sanitation drives, soil and water conservation programmes, tree plantation drives, etc.
  • 23. TATA MOTORS 2012 Alva’s College Moodbidri Page 23 GOALS 1. The Goal of Tata Motors is to provide good and efficient car with all people at reasonable price. 2. Tata Motors, a Company that cares about the future….. True to the tradition of the Tata Group. 3. Tata Motors is committed in letter & sprite to corporate social responsibility as well as economical interests of their share holders who have invested in Tata Brands. 4. Tata Motors concerns in Manifested by a dual approach :- o Reduction of environmental pollution and regular pollution control drives. o Restoring of ecological balance. Vision statement of Tata motors:  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 services. Mission statement of Tata motors  Leadership with trust
  • 24. TATA MOTORS 2012 Alva’s College Moodbidri Page 24 Dealer’s profile: Adishakti Auto mobiles private ltd, is a dealer for TATA motors India ltd for Shimoga. Presently they hve two branches in shimoga and dhavangere. Shimoga branch started in the year 2007. By Venkatesh tatuskar. He is the managing director of Adishakti cares. Over the last 5 years adishakti group has gained are trusted position in the Automobile industry . now their presenting cutting edge technology, unlimited professionalism and wide network with sales and service outlets at shimoga for TATA passengers cares. Area towering from all the talluks covered under Shimoga district. They not only sell the cars but also provides service to their customers there are 300 employees working under shimoga branch. Their working hours start from 9.00 to 6.00. at present Adishakti car is one of the leading car dealers in Shimoga. Their sales increased in every month, in future it will become number one seller in Shimoga district. SALE In the first 7 months they sold 292 units from June 2007 to December 2007 and in nest 6 months they sold 320 units from Jan 2008 to June 2008. Their average monthly sales in first seven months 42 units and in next 6 months 51 units so we can find the continuous growth in their sales. FACILITIES AVILABLE Over 15,000 sq feet of extensive area with wide customer longue. 5000 sq feet display area for new cars.
  • 25. TATA MOTORS 2012 Alva’s College Moodbidri Page 25 Test drives and easy finance option and exchange facility. Genuine TATAs pairs and accessories. State-of-the art workshop with company trained engineers. High-Tech body shop with dust free paint booth. Pick up and drop facility. These are the main facilities which are provided by the ADISHAKTI automobiles. MANAGEMENT Managing Director Mr. Venkatesh tatuskar General Manager Mr. Manu kumar Chair man Mr. Narayan rao tatuskar Sales manager Mr. Mahesh Customer Care executive Mr. TRM prashanth A/c Manager Mr. suresh Works Manager Mr. Anurag Body shopping manager Mr. laxhman Body shopping service adviser Mr. Arun kumar Service Manager Mr. Mahabala Service advisor Mr. karanth Mr. Subhash Accessories department Ms. Rashmi Clerk Ms. Ashwini Mr. Swami
  • 26. TATA MOTORS 2012 Alva’s College Moodbidri Page 26 FUNCTIONS GROUND FLOOR Service Spare accident Repairs Stock yard 1st floor Show room A/c’ Reception Customer lounge GM Cabin Sales Manager Cabin 2nd Floor Conference room Corporate office MD cabin AGM WORKS – JOB RESPONSIBILITIES  Achieving inflow target of 300 cars in Mangalore and 400 cars in Shimoga.  Developing Training Modules.  Identifying new business opportunities.  Monitoring payment collection on daily basis.  Regulating credit to customers.  Monitoring Warranty claims.  Monitoring competitors activities.  Establishing consumer profiles.
  • 27. TATA MOTORS 2012 Alva’s College Moodbidri Page 27  Monitoring dealer performance.  Maintaining best ESI in the industry.  Achieving less than 35% expense ratio to Net profit.  Management of best inventory.  Best HR practices at workshop.  Adherence to limit standards and customer requirement.  Achieving labour target of 10 lakhs in Mangalore.  Training all manpower of workshop to be best in industry.  Planning and implementing of activities of workshop.  Reporting to general Manager. SALES CONSULTANT JOB RESPONSIBILITIE  Being face of the organization, keeps him well groomed.  Achieving given sales target.  Meeting 12 new prospects and creating 2 hot enquires per day.  Entering of enquiries and updating of enquiries on daily basis.  Making static demo at showrooms mandatory.  Database management and maintenance.  Adherence to standards and customer requirements.  Daily follow ups of enquiries.  Planning and implementations of activities.  Ensuring delivery of vehicles with complete payment and correctness of documents for offer.  Identifying new business opportunities.  Meeting customers to whom sold the cars withn in 1 month.
  • 28. TATA MOTORS 2012 Alva’s College Moodbidri Page 28  Reporting to sales manager. SALES MANAGER JOB RESPONSIBILITIES  Heading and leading the sales team.  Achieving given sales targets.  Handling day to day jobs at dealerships, sales complaints, accessory, insurance and in-house finance sale.  Making static demo at showrooms mandatory.  Developing training modules and taking min 2 trainings.  Daily tracking of consultants enquiries. Follow ups, work quality and other aspects.  Planning and implementation of activities.  Maintenance of showroom.  Ensuring delivery of vehicles with complete payment and correctness of documents for offers.  Recruitment of manpower.  Monitoring competitor activities on daily basis and establishing customer account profiles.  Draw up overall business potential in the region.  Identifying new business opportunity.  Reporting to managing director and general manager. WORKS MANAGER JOB RESPONSIBILITIES  Achieving inflow targets of 600 cars at Mangalore.  Achieving less than 35% expense Ratio to net profit.  Best hr practices at work.
  • 29. TATA MOTORS 2012 Alva’s College Moodbidri Page 29  Adherence to HTML standards and customer requirements.  Achieving labour targets of 6 lakhs both at Mangalore and Udupi.  Training all manpower of workshop to be best in industry.  Regularly monitoring customer feedback.  Planning implementation of activities of workshop.  Reporting to assistant general manager.(works)  conducting do it you self and true friendship every month. PERFORMANCE AND REWARDS A definite incentive and reward policy has to be developed and communicated by all members of the organization KPAs for each individual. SALES CONSULTANTS  Performance indicators.  No of leads generated.  Car sales.  Accessory sales.  Finance deals.  Extended warranty deals. SALES MANAGER (for common attributes, a target for the sales manager will be the sum total of all the sales consultants)  Performance Indicators.  Car sales (Retail)  Car sales (Corporates)  Accuracy of Sales forcasts (&)  Accessory sales.
  • 30. TATA MOTORS 2012 Alva’s College Moodbidri Page 30  Finance deals.  Extended warranty deals.  No of events and road shows organized.  Prospect targets.  No of programmes conducted for sales consultants.  Employee turnover ratio. SERVICE ADVISOR  Performance Indicators.  Spare parts sales.  Rework Ratio.  Accessory sales.  Concern Resolutions.  Extended Warranties. SERVICE MANAGER  Performance Indicator.  Service spares forecast.  Inventory levels.  Pay utilization ratio.  Employee turnover ratio.  Productivity ratio.  Internal quality audit.  External quality audit. CAREER PLANNING FOR EMPLOYEES.
  • 31. TATA MOTORS 2012 Alva’s College Moodbidri Page 31 Grade system needs to be introduced and a proper well defined organizational structure/hierarchy needs to be developed. Grades Designation Qualifications Experience G1 Office asst., sales consultants, service advisors, mechanics. Graduates/Diploma holders. 1-2 years G2 Sr .Sales consultants, Sr. Service advisors. Graduates/Diploma holders. 2-4 years G3 Asst. manager- sales, service, parts BE/MBA 4-6 years G4 Manager BE/MBA 8-10 years G5 Sr. manager/GM BE/MBA 12-13 years G6 CEO BE/MBA 15-20 years People should be promoted to a higher grade depending upon their performance and skill set developed. Depending upon the interests, qualities career aspiration of the individual, he/she should be allocated responsibilities and assignments. For example a person might be interested in moving to market function and he is capable of handling such an assignment.
  • 32. TATA MOTORS 2012 Alva’s College Moodbidri Page 32 Regular training and development of the people should be carried out in order to prepare them for handling higher responsibilities and positions. Clear career progression plan should be designed for each individual, communicated to him and objective criteria should be designed for this. PEMPLATE
  • 33. TATA MOTORS 2012 Alva’s College Moodbidri Page 33 PRODUCTS OF TATA MOTERS:- Dealers products: Sumo Grande (2008-2010) Tata launched the Sumo Grande on January 10, 2008 powered with a new generation 2200 cc 120 bhp (89 kW; 122 PS) DICOR (Direct Injection Common Rail) engine. It features completely different body work. It lies below the Tata Safari in Tata's product portfolio. The Sumo Grande was designed in the UK by Concept Group International LTD. Sumo Grande MK II (2010) `It is an upgraded version of Sumo Grande. The Grande MK II seeks to deliver added value to customers through substantial changes in the exteriors and interiors combined with improvements in drivability, ride and handling and comfort. The exteriors have been accentuated by a new chrome lined grill, side rub rails with chrome inserts and indicators on ORVMs. The interiors have been refreshed to give the vehicle a completely new, contemporary look with a two tone theme complemented by a new faux wood centre console and new fabric upholstery.The changed drive ratio in the Grande MK II gives a boost to low speed performance in city driving conditions. While a modified suspension
  • 34. TATA MOTORS 2012 Alva’s College Moodbidri Page 34 ensures a comfortable ride, particularly for second and third row occupants, optimised anti-roll bars reduce body roll to a minimum during cornering. The NVH levels have been further refined. Tata Grande (2011-present) Tata has now dropped the "Sumo" tag from this product. It has now renamed as "Tata Grande". New product line now comes with body stickers emphasizing the new name "Tata Grande". Another change from product line up is that the turbo model has been discontinued. Tata Indica Tata Indica "Tata IndicaV2" Manufacturer Tata Motors Production 1998–present
  • 35. TATA MOTORS 2012 Alva’s College Moodbidri Page 35 Assembly Pune, Maharashtra, India Class Supermini car Layout FF layout The Tata Indica is a hatchback automobile range manufactured by Tata Motors of India. It is the first passenger car from Tata Motors and is also considered India's first indigenously developed passenger car. As of August 2008, more than 910,000 Indicas were produced, and the platform had spawned off close to 1.2 million vehicles. The annual sales of Indica has been as high as 144,690 units in 2006-07. Current monthly sales of Indica is around 8000 units. The models have also been exported to Europe, Africa and other countries since late in 2004. When first launched, the Indica prompted many complaints from early purchasers, who claimed that the vehicle did not deliver horsepower and gas mileage as promised. In response to the customer complaints, Tata Motors re- engineered the internals of the car and launched it as Indica V2 (version 2), which solved most of the complaints and emerged as one of the most sought after cars in the Indian automobile industry. Later, it was again updated, now marketed as the "Refreshingly New Indica V2". This was followed by the next variant of Indica, current in early 2008, called the Indica V2 Xeta Petrol, which delivers 70 PS (51 kW; 69 hp) of power at a fuel efficiency of 14 km/l (about 33 mpg U.S., fuel consumption of 7.1 L/100 km) under standard test conditions. In Indian city conditions, fuel economy can drop to about 10 km/l (about 23.5 mpg U.S., 10
  • 36. TATA MOTORS 2012 Alva’s College Moodbidri Page 36 L/100 km). Since the V1 and V2 which were visually identical, Tata had applied styling updates to the Indica in 2004 and 2007. In India, three versions were available with different trim levels. Indica V2 — 1.4 L diesel (naturally aspirated engine in the DLE and DLS; turbocharged option in the DLS; turbocharged and intercooled DLG and DLX; DiCOR engine offered in the DLS and DLG); Indica V2 Petrol — 1.4l Petrol Carbureted (Indica 2000) 1.4L petrol with Hitachi ECU, 1.2L and 1.4L petrol with Bosch ECU (Indica Xeta), 1.2 L LPG (GLE & GLS versions only); Indica Vista (2008-present) (2nd generation) Tata Indica Vista EV interior with integrated GPS. Indica Vista Also called Tata Indica V3 TataVista(Italy) Tata Vista Ego (South Africa)
  • 37. TATA MOTORS 2012 Alva’s College Moodbidri Page 37 Production 2008-present Assembly Pune, Maharashtra, India Body style 5-door hatchback Engine 1.2 L 65 hp (48 kW) Fire I41.4 L 71 hp (53 kW) turbodiesel I4 1.3 L 75 hp (56 kW) Multijet I4 Transmission 5-speed manual Wheelbase 2,470 millimetres (97 in) Length 3,795 millimetres(149.4 in) Width 1,695 millimetres (66.7 in) Height 1,550 millimetres (61 in) Related Tata Indigo Manza Fiat Linea Fiat Punto (310) Designer Tata Motors, evolution of V2
  • 38. TATA MOTORS 2012 Alva’s College Moodbidri Page 38 The Indica Vista was unveiled at the 9th Auto Expo in New Delhi. The Indica Vista is not a facelift of the Indica. It is built on a completely new platform and shares nothing with the existing Indica. This new version is bigger than the previous Indica, it is 3,795 mm (149.4 in) long with a wheelbase of 2,470 mm (97.2 in). The Indica Vista has two new engines, a 1.3 L Quadra Jet common rail direct injection diesel and a 1.2 L Safire MPFI VVT petrol engine. The 1.4 L TDi was available until April 2010, but was discontinued as it did not meet the Bharat Stage IV emission norms. The Quadra Jet (Fiat JTD) is produced in Ranjangaon by the Tata-Fiat joint venture. The Indica Vista, rumoured as the Indica V3 till then, was launched in August 2008. Subsequently, a 1.4l, 90ps petrol variant was also launched. The Vista 1.2l Petrol version, also known as Safire is criticized for its low mileage which can range from 5 to 9 km/ltr of petrol with in the city. Indigo Sedan (2002-2009) Tata Indigo Manufacturer Tata Motors Production 2002–present
  • 39. TATA MOTORS 2012 Alva’s College Moodbidri Page 39 Class Subompact car Body style 4-doorsedan 4-door station wagon Layout Front engine, front-wheel drive Engine 1.4LI4 1.4LturbodieselI4 1.4 L Intercooled turbodiesel I4 1.4 L DiCOR I4 Transmission 5-speed manual Wheelbase 2,450 mm(96.5 in) XL: 2,650 mm (104.3 in) Length 4,150 mm (163.4 in) CS: 3,988 mm (157.0 in) Marina: 4,158 mm (163.7 in) XL: 4,377 mm (172.3 in) Width 1,700 mm (66.9 in) Height 1,540 mm (60.6 in)
  • 40. TATA MOTORS 2012 Alva’s College Moodbidri Page 40 Marina: 1,575 mm (62.0 in) Related Tata Indica Designer I.DE.A Institute In 2002, Tata introduced India's competitive indigenous sedan: the Indigo. Designed in-house, it is a sedan version of the Tata Indica, with which it shares a large number of parts. Launched with a Turbodiesel and Petrol engines, An intercooled 'TDI' Engine, and Dicor engines were added. A minor redesign was done in 2006 which added dual chamber headlamps and different bumpers. It was superseded by Tata Indigo Manza in 2009. Indigo Marina (2004-2010) The station wagon version called the Indigo Marina (called the Indigo SW in export markets) was unveiled at the New Delhi Auto Expo 2004.The various advance features embedded to Indigo Marina variants are front and rear cabin lamp with spot reading lamp, HVAC system, 4 spoke wheel, aluminum gear shift knob, power windows, body colored bumpers, roof rails, rub rails on door, full wheel covers, digital clock, retractable luggage cover, side impact beams, collapsible steering column. As of 2010, the production of the Marina has been cut back, and the vehicle is no longer readily available in most Tata dealerships. Indigo XL (2007-present) The Long Wheel Base Version called the Tata Indigo XL went on sale in January 2007.[1] It is the long-wheelbase version of the Indigo sedan. It has a
  • 41. TATA MOTORS 2012 Alva’s College Moodbidri Page 41 200 mm (7.9 in) stretched wheelbase and a 101 hp engine.The Petrol model has MPFI 16 valve twin cam engine,whereas the diesel variant features a DICOR engine developed in-house. Some features are powered front seats (driver and passenger), rear air conditioning console with separate controls, all four power windows with auto power down function, and car phone. Indigo CS (2008-present) Tata launched the Tata Indigo CS at the 2008 Auto Expo in New Delhi. CS stands for compact sedan and is the world's shortest sedan. The Indigo CS is subjected to low excise duty. There are three models each in petrol and disel version. Indigo CS petrol has a 1.2 litre, 65 PS (48 kW; 64 hp), MPFI engine variant and a 1.4 litre TCIC engine for the diesel version. The Indigo CS was initially launched with the Indica Grille and Headlights, and with the Indigo Dual chamber headlights and grille in 2009. A DiCOR option was also added. In 2010, it received a new BS-4 compliant Common rail CR4 engine and upgrades in technology class and design, under the name Indigo CS e-series. Features:- Indigo CS is world's shortest sedan car, size of a hatchback and spaciousness of a sedan car. Beige interiors, new AC facia, reading lamp, sporty steering wheel, the instrument panel, New styled Front Grille, front and rear bumper ,Soft touch finest quality seats ,Centre Cluster & Air Conditioning Controls , Anti-glare Inner Rear View Mirror, and trunk space of 380 litres with Independent McPherson struts equipped suspension system.
  • 42. TATA MOTORS 2012 Alva’s College Moodbidri Page 42 Indigo Manza (2009-present) (2nd generation) Tata Indigo Manza Manufacturer Tata Motors Production 2009–present Predecessor Tata Elegante Class Compact car Body style 4-door sedan Layout Front engine, front-wheel drive Platform Tata X1 platform Engine 1.4L Saffire 90 hp (67 kW) L4 1.3L Quadrajet diesel 90 hp (67 kW)
  • 43. TATA MOTORS 2012 Alva’s College Moodbidri Page 43 Transmission 5-speed manual Wheelbase 2,520 mm (99.2 in) Length 4,413 mm (173.7 in) Width 1,703 mm (67.0 in) Height 1,550 mm (61.0 in) Related Tata Elegante Tata Indica Vista Designer Tata Motors Tata Motors launched the Indigo Manza on 14 October 2009. The variant is based on the Tata X1 platform which was displayed by Tata Motors in its prototype form called Elegante Concept during the 2007 Geneva Motor Show. It is priced between Rs 4.8 lakhs and Rs 6.75 lakhs. The launch coincided with the phasing out of the earlier sedan version of Indigo. Four variants are the Aqua, Aura, Aura (ABS) and the Aura +. with engine options of a 1.4 liter petrol and a 1.3 liter diesel engine, shared with the Fiat Linea. Features Manza has some of the most luxurious features like a 2 DIN music system which supports USB, AUX and Bluetooth connectivity, driver information
  • 44. TATA MOTORS 2012 Alva’s College Moodbidri Page 44 system, steering mounted audio controls, ABS, Dual front airbags, Alloy Wheels, colour changing tachometer needle which turns red when the car reaches to the redline, engine immobilizer and central locking based on the variants available Tata Winger Tata Winger Manufacturer Tata Motors Production 2007–present Class mini van Layout FF layout Engine 2.0 L diesel I4 Wheelbase 2,800 mm (110.2 in) 3,200 mm (126.0 in)
  • 45. TATA MOTORS 2012 Alva’s College Moodbidri Page 45 Length 4,520 mm (178.0 in) 4,920 mm (193.7 in) Width 1,905 mm (75.0 in) Height 2,050 mm (80.7 in) Curb weight 1,620 kg (3,571 lb) 1,720 kg (3,792 lb) 1,740 kg (3,836 lb)(kerb) Related Renault Trafic The Tata Winger is a van launched by Tata Motors in 2007.[1] It based on the Phase 3 Renault Trafic Mk1 van. Tata Winger The Winger is being offered in six variants and two seating configurations too. The top-end luxury, flat roof, air-conditioned variant is a ten-seater, while the remaining five versions are offered as either 13 or 14 seaters, taking the total number of variants to 11. The Winger is powered by a modified version of the 2.0 litre diesel engine that is currently offered on the Tata Sumo. This 1948 cc engine comes with a turbo-charged, inter-cooled (TCIC) version in all the variants, except in the smaller length, entry-level Winger van. The non-turbo-charged version of the
  • 46. TATA MOTORS 2012 Alva’s College Moodbidri Page 46 engine develops a peak power of 68 PS (50 kW) compared to the 90 PS (66 kW) that the TCIC version puts out. The Winger meets Bharat Stage III emission standards, except for the base variant, which is BS-II compliant. Tata Safari STORME Tata Safari An entire new Safari is due to be launched in 2011. The 2011 Tata Safari will be based on its sibling Aria’s "X2" platformwhich has a stronger hydro- formed chassis sections. The new model will also have lots of space and will be loaded with features such Dual Mass Flywheel (DMF), ABS, EBD, ESP, SRS Airbags, Climate Control etc. As far as engine is concerned, speculation are that Tata will be using its proven 2.2L VTT DiCOR, that is being used in current generation Safari, to this model as well. The second generation Tata Safari will be known as Tata Safari STORME. Its been unrelieved at the Auto Expo 2012, New Delhi. The all new Tata Merlin would be dynamic and bold in looks offering a dramatic aggressiveness from all
  • 47. TATA MOTORS 2012 Alva’s College Moodbidri Page 47 angles. The sharp and bold flared halogen headlights and the bonnet with a slope line so defined with the grille and the company logo would form the charming yet masculine front fascia that looks more or less similar to that of the Land Rover. The roof rails look stylish and sporty which is yet again somewhat similar to the typical design of the Land Rover. The all new Tata Merlin itself has the same engine as its predecessor; the well-known and highly successful 2.2 l DiCOR turbocharged diesel engine that is based on the Direct Injection Common Rail (DICOR) technology and comes well equipped and accompanied with a highly fuel efficient 16 valve DOHC platform. Tata Magic Tata Magic Manufacturer Tata Motors Production 2007–present Assembly Pune, India Uttarkhand, India Class MPV Body style Microvan Engine 0.7 L diesel I2
  • 48. TATA MOTORS 2012 Alva’s College Moodbidri Page 48 The Tata Magic is a Microvan launched by Tata Motors in June 2007. The Magic is the passenger version of the Ace mini-truck, the new Magic features an all-steel cabin. It offers a flexible seating capacity of 4-7 passengers with adequate legroom. Powered by a 16 bhp (12 kW), 700 cc water-cooled diesel engine, the Magic offers high fuel efficiency and very low maintenance. The 12- inch tyres provide higher ground clearance, and the rigid front axle is designed to handle tough roads. The Magic's turning radius of 4.3 metres (14.1 ft) is nimble enough to navigate the bylanes and traffic of India's crowded cities. The Magic has a clearly visible instrument cluster, utility tray and a digital clock in the dashboard and also a provision for fitting a radio. Tata Aria Tata Aria Manufacturer Tata Motors Assembly Pune, Maharashtra, India
  • 49. TATA MOTORS 2012 Alva’s College Moodbidri Page 49 Class Mid-size crossover SUV Body style 5-door SUV Engine 2.2 L vtt DiCOR I4 Transmission 5-speed manual Wheelbase 2,650 mm (104.3 in) Length 4,780 mm (188.2 in) Width 1,895 mm (74.6 in) Height 1,780 mm (70.1 in) Curb weight 1,920 kg (4,233 lb) Related Tata Xover Features Tata Aria is a blending of an MPV, Sedan and an SUV. It comes with seating arrangement of three rows and features such as 3D surround sound, dimming roof lamps, in-dash built in GPS, infotainment system, multifunctional steering wheel, dual air conditioning with automatic climate control and cruise
  • 50. TATA MOTORS 2012 Alva’s College Moodbidri Page 50 control whereas safety features include 6 airbags, ABS and ESP, the chassis frame comprising advanced hydro formed members, a stiffened body cage, and dual zone collapsible steering. To ensure that the model offers the finesse of a sedan, Tata Motors shipped one of the units to its UK subsidiary - Jaguar-Land Rover (JLR) - to enhance Aria's fittings and finish. Designed with an eye on international markets, the vehicle meets European safety standards. Tata Venture Tata Venture Manufacturer Tata Motors Production 2011– Assembly Pune, India Uttarkhand, India Class Minivan Body style 3-door Minivan Layout RR layout
  • 51. TATA MOTORS 2012 Alva’s College Moodbidri Page 51 Engine 1.4 L diesel 90 hp (67 kW) The Tata Venture is a minivan unveiled on 5 January 2010 at the 10th AutoExpo in Pragati Maidan by Tata Motors in India. It is in competition with the prevalent MPV and vans from Maruti, Mahindra, Toyota, Chevrolet and Force Motors. Venture is powered by a 1.4-litre turbo diesel engine delivering 90 hp (67 kW) power, it boasts of the best-in-class fuel efficiency among diesel MPVs in the INDIA and is available in 5-, 6-, 7- and 8-seater arrangement. It comes with features such as dual heating, ventilation and air-conditioning (HVAC), reverse parking sensor, power windows, keyless entry and power steering. The new car Tata Venture is a family car and can accommodate eight passengers easily. The van is loaded with 1.4-litre turbo diesel powertrain which offers excellent fuel efficiency among the ones available in the domestic auto market. The new MPV offers a mileage of 15.42 kmpl, certified by ARAI. Tata Magic Iris Tata Magic Iris
  • 52. TATA MOTORS 2012 Alva’s College Moodbidri Page 52 Manufacturer Tata Motors Production 2010– Assembly Pune, India Uttarkhand, India Class Minivan Body style 3-door Minivan Layout RR layout Engine 0.6 L diesel I2 Tata Magic Iris is a vehicle manufactured by Tata Motors. It is a five-seater with a top speed of 34 mph (55 km/h) and powered with 11 hp (8 kW) diesel engine that is intended to compete with auto-rickshaws.
  • 53. TATA MOTORS 2012 Alva’s College Moodbidri Page 53 Tata Xenon Tata Xenon Manufacturer Tata Motors Production 2006–present Assembly Pune, India[1] Argentina Samut Prakan, Thailand (TAAP)[2][3] Class Pickup truck Body style 4-door Pickup Engine 2.0 L common rail turbodiesel Transmission 5-speed manual
  • 54. TATA MOTORS 2012 Alva’s College Moodbidri Page 54 Wheelbase 2,650 mm (104.3 in) Length 5,125 mm (201.8 in) Width 1,860 mm (73.2 in) Height 1,765 mm (69.5 in) Kerb weight 1,900 kg (4,189 lb) Related Tata Sumo Grande Designer Thomas Ashton, Design Director, Concept Group International LTD UK Tata Xenon is a pickup truck manufactured by Tata Motors. It was debuted as redesigned Tata TL at the 2006 Bologna Motor Show. Released in late 2007 as the Tata Xenon. The Xenon is powered by newly developed 2.2L common rail turbodiesel 140 PS (103 kW) engine (DICOR)[i.e. Direct injection Common Rail]. This also featured the extended cab (X-Tend cab) for the first time but to the selected markets. The new Xenon will be launched in many countries around the world, whereas in India its platform also gives rise to the Tata Sumo Grande, a passenger variant from Tata.
  • 55. TATA MOTORS 2012 Alva’s College Moodbidri Page 55 MARKETING STRATEGY MARKETING: Marketing is an important activity in a society. Marketing had its origin in the fact man is a creature of need and wants. Needs and wants create a state of discomfort in persons which is resolved through acquiring products to satisfy these needs and wants, These products is obtained in several ways, self- production, coercion, supplication and exchange. Most human, society works on the particular products and trades them for the other things they need. A market is an area for potential exchange. These are need markets, demographic markets. Marketing encompose all those activities is trying to actualize potential exchanges. According to Peter Drucker, he thinks that marketing first arose in the 17th century in Japan, not in the west and it didn’t appear there until the middle of the nineteenth century. As marketing was triggered by any fire circumstances like a decline in sales, a slow growth, changing buying patterns, increasing competition and also increasing sales expenditure. MARKETING AND PROMOTION Strategies Meaning of marketing In popular usage, "marketing" is the promotion of products, especially Advertising and branding. However, in professional usage
  • 56. TATA MOTORS 2012 Alva’s College Moodbidri Page 56 the term has a wider meaning of the practice and science of trading. The American Marketing Association (AMA) states, "Marketing is 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." Marketing practice tends to be seen as a creative industry, which includes advertising, distribution and selling. It is also concerned with anticipating the customers' future needs and wants, which are often discovered through market research. The scientific study of marketing is a wide and heavily interconnected subject with extensive academic publications. Marketing methods are also informed by many of the social sciences, particularly psychology, sociology, and economics. Anthropology is also a small, but growing influence. Market research underpins these activities. Through advertising, it is also related to many of the creative arts. The marketing literature is also infamous for re- inventing itself and its vocabulary according to the times and the culture. Marketing is an economic process by means of which goods and services are exchanged and there values are determined in terms of money. It is the some total of all activities, which are related to the flow of goods from the point of origin to the point of consumption or use.
  • 57. TATA MOTORS 2012 Alva’s College Moodbidri Page 57 It can be defined as exchange in goods and services satisfying those activities, which human wants it is also a skill of selecting and fulfilling consumer desire in such a way that certain amount of money put in brings back maximum returns. Definition of marketing management: Philip Kotler and Grey Armstrong define Marketing management as "The analysis, Planning, Implementation and control of programs of designed to create, build and maintain beneficial exchange with target buyers for the purpose of achieving organization objective" In the words of C.L. Knight "Marketing embraces all efforts made in the discovery of consumer actual and potential requirement for commodities and services and the steps taken for securing their actual distribution. MARKETING STRATEGIES Market segmentation: Dividing a market into distinct groups of buyers with different needs, characteristics, or behavior that might require separates products or marketing mixes. Automobile companies are interested in subdividing or segmenting the market, i.e., each segment can be a group of people with similar or homogeneous demand and the enterprise can offer tailor made marketing mix for each market segment or subdivision. A market segment is a meaningful buyer group having similar wants. Market segmentation gives formal recognition to the fact that
  • 58. TATA MOTORS 2012 Alva’s College Moodbidri Page 58 wants land desires of customers are diverse and we can formulate specific market offering to specific category or segment of the market so that supply will have co- related with demand varies & complex buyer behavior is the root cause of the market segmentation. Marketing Strategy adopted by Adishaktti Objectives First year Objectives: The dealer aiming for 25% market share, of the shimoga sale volume of 1000. An important objective will be to establish a well-regarded brand name linked to a meaningful positioning. We will have to invest heavily in marketing to create a memorable and distinctive brand image projecting innovation, quality and value. We also must measure awareness and response so we can adjust our marketing efforts if necessary. Target Markets Adishakti 's marketing strategy is differentiated marketing. The company's primary consumer target is middle to upper income professionals who need true value for their money and comfortable ride in city conditions. The company's secondary consumer target is college students who need style and speed. The company's primary business target is midsized to large sized corporate that want to help their managers and employees by providing them a car for ease of transport. The company's secondary business target is entrepreneurs and small business owners who want to provide discounts to managers buying a new car.
  • 59. TATA MOTORS 2012 Alva’s College Moodbidri Page 59 Each of the four marketing strategies conveys Adishakti's differentiation to the target marketing segments identified above. Positioning Using product differentiation we are positioning the Adishaki’s as the most versatile, convenient, value added car model for above target market used. The marketing strategy will be focused on promoting the car as economic car for the next generation. Product Adishakti is fully loaded and will be sold with 3 year warranty. Price TATA base model will be introduced at ex-showroom price of 1lakhs. Marketing Communications By integrating all messages in all media we will reinforce the brand name & main points of product differentiation. Research about media consumption, pattern will help our advertising agency to choose appropriate media and timing to reach prospects before & during the product introduction. Thereafter, advertising will appeared on a pulsing basis to maintain brand awareness and communicate various differentiation messages. The agency wills also co-ordinate public relation efforts to build TATA brand & support the differentiation message. To attract market attention & encourage purchasing, we will offer a limited time, registration and insurance. To attract, retain & motivate channel partners for a push srr.eu will use trade sales promotions and personal selling to channel partner.
  • 60. TATA MOTORS 2012 Alva’s College Moodbidri Page 60 Marketing Mix In the early 1960s, Professor Neil Borden at Harvard Business School identified a number of company performance actions that can influence the consumer decision to purchase goods or services. Borden suggested that all those actions of the company represented a "Marketing Mix". Professor E. Jerome McCarthy, also at the Harvard Business School in the early 1960s, suggested that the Marketing Mix contained 4 elements: product, price, place and promotion. Once you've identified your target market, the next step is to create the market mix, which is a set of four elements: product, price, distribution, and promotion .You have a lot of control over the elements in your marketing mix, but you have very little control over environment in which you're operating. External forces Society Product Promotion Distribution Price MARKETER CUSTOMER
  • 61. TATA MOTORS 2012 Alva’s College Moodbidri Page 61 A) Product A product is anything that satisfies a need or wants and can be offered in an exchange. A productcanbeagood,serviceoridea. Features: The all-new "TATA" is fully loaded with a range of exciting new features. It's a perfect complementtoyourevolvedtastesandlifestyle.Andthebestwaytotakeyourdrivingpleasureto a brand-new high. European Styling. Japanese Engineering. Dream-Like Handling. The new TATA Pa is a generation different from Nano and Indica design. Styled with a clear sense of muscularity, its one-and-a-half box, aggressive form makes for a look of stability, a sense that it is packed with energy and ready to deliver a dynamic drive. Its solid look is complemented by an equallyrootedroadpresenceandclass-definingridequality. New chassis systems allow for the front suspension lower arms, steering, and J gearbox and rear engine mounting to be attached to a suspension frame. You get lower road noise and a greater feeling of stability as you sail over our roads with Feather-touch ease. PRICE: Price is the value placed on the something of value in an exchange. Consumers exchange something of value normally purchasing power for the satisfaction or ability they expect product to provide
  • 62. TATA MOTORS 2012 Alva’s College Moodbidri Page 62 MODEL EX SHOWROO M INSURAN C E ROAD TAX REGISTRATION EX.WA R RANTY LOGIST I CS AMC ONROA D TMP.R eg- Per. Reg. with Smart WHITE BOARD INDICA V2 REFRESH DIESEL BS-3 INDICA LE - NA 388,988.26 14315 56,130 500.00 2.000.0 0 4,250.00 3,000 6.500 475.683 INDICA LS – NA 408.570.68 14970 58.960 500.00 2.000.0 0 4.250.00 3.000 6.500 498.751 INDICA EV2 DIESEL BS-4 INDICA Ev2 L CR4 401,664.22 14739 57,960 500.00 2,000.0 0 5,200.00 3,000 6,500 491,563 INDICA Ev2 LE CR4 437,084.12 15923 63,075 500.00 2,000.0 0 5,200.00 3,000 6,500 533,282 INDICA Ev2 LS CR4 451,735.26 16413 65,190 500.00 2,000.0 0 5,200.00 3,000 6,500 550,538 INDICA Ev2 LX CR4 484,274.06 17502 69,880 500.00 2,000.0 0 5,200.00 3,000 6,500 588.856 XETA GLE EV2 322,362.46 12087 46,520 500.00 2,000.0 0 4,250.00 3,000 6,500 397,219
  • 63. TATA MOTORS 2012 Alva’s College Moodbidri Page 63 This "refers to the process of setting a price for a product, including discounts. The price need not be monetary - it can simply be what is exchanged for the product or services, e.g. time, energy, or attention. XETA GLS EV2 341,551.04 12730 49,290 500.00 2.000.0 0 4,250.00 3.000 6,500 419.821 XETA GLX EV2 365,864.01 13542 52,800 500.00 2,000.0 0 4,250.00 3,000 6,500 448,456 INDICA V2 PETROL BS-4 LPG XETA GLE LPG 345.573.80 12864 49.870 500.00 2.000.0 0 4.250.00 3.000 6.000 424.058 XETA GLS LPG 360,073.45 13348 51,960 500.00 2,000.0 0 4,250.00 3,000 6,000 441,131
  • 64. TATA MOTORS 2012 Alva’s College Moodbidri Page 64 ADISHAKTICARS PVT. LTD., No. 21,Shankarmutt Road,Sheshadripuram,Shimoga-577201 Sales:08182 658888,659488, Fax: 08182 275300 BRANCH:No.85/2A-2C, Opp. Nandi petrol bunk, Near bus stand, P.B Road, Davangere- 577 002, Ph: 08192 230145 www.adishakticars.com MODEL EX SHOWROO M INSURANC E ROAD TAX REGISTRATION LOGISTICS AMC ONRGAD TMP.Reg. Per. Reg.with Smart Card EX. WAR RANTY YELLOWBOARD INDICA V2 REFRESH DIESEL BS-3 INDICA LE – NA 388,988 21420 1,860 500.00 7,000.00 4,850.00 3,000 6,300 433,918.26 j INDICA LS – NA 408,571 22108 1,860 500.00 7,000.00 4,850.00 3,000 6,300 454,188.68 INDICA EV2 DIESEL BS-4 INDICA Ev2 LE CR4 437,084 23108 1,860 500.00 7,000.00 4,850.00 3,000 6,300 483,702.12 | INDICA Ev2 LS CR4 451,735 23623 1,860 500.00 7,000.00 4,850.00 3,000 6,300 498,868.26 } INDICA Ev2 LX CR4 484,274 24766 1,860 500.00 7,000.00 4,850.00 3,000 6,300 532,550.05 j INDICA EV2 PETROL RS-4 1 XETA GL EV2 299,150 18265 1,860 500.00 7,000.00 4,850.00 3,000 5,694 340,319.34 1 XETA GLE EV2 322,362 19080 1,860 500.00 7,000.00 4,850.00 3,000 5,694 364,346.46 j XETA GLS EV2 341,551 19V 54 1,860 500.00 7,000.00 4*850.00 3,000 5,694 384,209.04 j XETA GLX EV2 365,864 20608 1,860 500.00 7,000.00 4,850.00 3,000 5,694 409.376.01 : INDICA V2 PETROL BS-4 LPG XETA GLE LPG 345,574 19895 1,860 500.00 7,000.00 4,850.00 3,000 5,694 388,372.815 I XETA GLS LPG 360,073 20405 1,860 500.00 7,000.00 4,850.00 3,000 5,694 403,382.45 |
  • 65. TATA MOTORS 2012 Alva’s College Moodbidri Page 65 A1MSHAKTICASS ADISHAKTICARS PVT. LTD., No.21,Shankarmutt Road,Sheshadripuram, Shimoga-577201 Sales:08182 658888,659488, Fax: 08182 275300 BRANCH:No.85/2A-2C, Opp. Nandi petrol bunk, Near bus stand, P.B Road, Davangere- 577 002, Ph: 08192 230145 www.adishakticars.com MODEL NORM S EX SHOWR OOM INSUR A NCE ROAD TAX REGISTRATION EX.WAR RANTY LOGISTI CS ONROAD TMP.Reg . Per. Reg. with RC ROOK WHITE BOARD INDIGO eCS PETROL BS-3 INDIGO CS GLS PETROL BS 3 419449 15335 60,526 500.00 2,000.00 4,900.00 4,000.00 506,710.49 TNDTGO OS GLX PETROL B S 3 437376 15935 63.113 500.00 2.000.00 4.900.0(1 4.000.00 527.823.98 TNITSTOO pP,S OR4 PF.TROT, INDIGO CS eGLS BS 4 BS 4 451944 16420 65,216 500.00 2,000.00 4,900.00 4,000.00 544,979.52 INDIGO CS eGLX BS 4 BS 4 474114 17162 68,415 500.00 2,000.00 4,900.00 4,000.00 571,090.65 INDIGO CS LS TDI BS 3 506243 18240 78,670 500.00 2,000.00 5,500.00 4,000.00 615,153.00 INDIGO CS LX TDI BS 3 536232 19240 83,330 500.00 2,000.00 5,500.00 4,000.00 650,802.00 INDIGO eCS - CR4 DIESEL INDIGO CS eLS BS 4 BS 4 536267 19240 83,335 500.00 2,000.00 5,500.00 4,000.00 650,842.00 INDIGO CS eLX BS 4 BS 4 559229 20008 86,905 500.00 2,000.00 5,500.00 4,000.00 678,142.00 INDIGO ECS VX BS4 588397 20983 91440 500 2000 5800 4000 713120 INDIGO XL TDI BS 3 563092 20137 87,505 500.00 2,000.00 5,500.00 4,000.00 682,734.00
  • 66. TATA MOTORS 2012 Alva’s College Moodbidri Page 66 ADISHAKTICARS P V T . L T D . , fi MODEL NOR MS EX SHOW ROOM INSU RANC E ROA D TAX REGISTRAT ION EX.WA R RANTY LOGI ST ICS ONR OAD TMP. Reg. Per. Reg. with RC BOO K YELLOW BOARD INDIGO eCS PETROL BS-3 INDIGO CS GLS PETROL BS 3 419449 22489 1,860 500.0 0 8,500 .00 4,250.00 4,000 .00 461,0 48.10 INDIGO CS GLX PETROL BS 3 437376 23119 1,860 500.0 0 8,500 .00 4,250.00 4,000 .00 479,6 04.98 INDIGO eCS CR4 PETROL INDIGO CS eGLS BS 4 BS 4 451945 23630 1,860 500.0 0 8,500 .00 4,600.00 4,000 .00 495,0 34.62 INDIGO CS eGLX BS 4 BS 4 474115 24409 1,860 500.0 0 8,500 .00 4,600.00 4,000 .00 517,9 83.85
  • 67. TATA MOTORS 2012 Alva’s College Moodbidri Page 67 NO.21,SHANKARMUTTROAD,SHESHADRIPURAM,SHIMOGA-577201Sales:08182 658888,659488, Fax: 08182 275300 BRANCH:No.85/2A-2C, Opp. Nandi petrol bunk, Near bus stand, P.B Road, AOISIIAKT ICAKS ADISHAKTICARS PVT. LTD. No.21,Shankarmutt Road,Sheshadripuram,Shimoga-577201 Sales:08182 658888,659488, Fax: 08182 275300 INDIGO CS LS TDI BS 3 506244 25537 1,860 500.0 0 8,500 .00 4,250.00 4,000 .00 550,8 90.67 INDIGO CS LX TDI BS 3 536232 26590 1,860 500.0 0 8,500 .00 4,250.00 4,000 .00 581.9 32.22 ITs HDTCtO pOS - 01 14. niESF.l INDIGO CS eLS BS 4 BS 1 536267 26591 1,860 500.0 0 8,500 .00 4,600.00 4,000 .00 582,3 18.22 INDIGO ECS VX BS4 588397 28421 1.860 500.0 0 8,500 .00 4,600.00 4.000 .00 636,2 78.00 INDIGO CS eLX BS 4 BS 4 559230 27398 1,860 500.0 0 8,500 .00 4,600.00 4,000 .00 606,0 87.53 TN 1IOO FA' INDIGO XL TDI BS 3 563092 29690 1,860 500.00 8,500.00 4,600.00 4.000 .00 612,2 42.19
  • 68. TATA MOTORS 2012 Alva’s College Moodbidri Page 68 BRANCH:No.85/2A-2C, Opp. Nandi petrol bunk, Near bus stand, P.B Road, Davangere- 577 002, Ph: 08192 230145 www.adishakticars.com MODEL EX SHOW ROOM INSU RAN CE ROAD TAX REGISTRATION EXTEND ED WARRA NTY LOGISTI CS ONROAD TMP.Re g. Per. INDIGO MANZA REFRESH WHITE BOARD PETROL BS-4 AQUA SAFIRE 540845 19,39 2 84,047 500.00 2,000.00 5,250.00 5,000.00 657,034.31 AURA SAFIRE 575873 20,56 5 89,491 500.00 2,000.00 5,250.00 5,000.00 698,678.66 AURA SAFIRE ABS 608952 21,67 0 94,631 500.00 2,000.00 5,250.00 5,000.00 738,003.14 ELAN SAFIRE 683563 24,16 5 106,226 500.00 2,000.00 5,250.00 5,000.00 826,703.69 DIESEL BS-4 AQUA QUADRAJE T 617156 21,945 95,906 500.00 2,000.00 5,250.00 5,000.00 747,757.04 AURA QUADRAJE T 660775 23,405 102,684 " 500.00 2,000.00 5,250.00 5,000.00 799,614.44 AURA QUADRAJE T ABS 704307 24,860 109,449 500.00 2,000.00 5,250.00 5,000.00 851,366.31 ELAN QUADRAJE T 768018 26,989 119,350 500.00 2,000.00 5,250.00 5,000.00 927,107.00
  • 69. TATA MOTORS 2012 Alva’s College Moodbidri Page 69 Promotion Strategy The fourth and final P is promotion. This is the communications strategy of your plan. Here you'll plan not only the message you want to use, but also the tools you'll use to spread it to the world. Your promotion section should actually have six categories: advertising public relations and publicity direct marketing promotions and events product/company marketing materials premium items sales force Basically, it should cover every communication mode that would appeal to your target market and help drive them to not only be aware of, but also to act on your offer. This would also include other things like client/customer newsletters, a company Web site, etc. It is in this section of your plan that you should make certain you are following an Integrated Marketing Communications plan. This means that each of these tools must follow the same rules and spread the same message. Having separate PR groups and promotions groups and sales groups makes the job very difficult unless you make sure they are all in agreement about what you are saying and how you are saying it.
  • 70. TATA MOTORS 2012 Alva’s College Moodbidri Page 70 promotion- push and pull strategies "Push or Pull"? Marketing theory distinguishes between two main kinds of promotional strategy - "push" and "pull". Push A ―push‖ promotional strategy makes use of a company's sales force and trade promotion activities to create consumer demand for a product. The producer promotes the product to wholesalers, the wholesalers promote it to retailers, and the retailers promote it to consumers. A good example of "push" selling is mobile phones, where the major handset manufacturers such as Nokia promote their products via retailers such as Carphone Warehouse. Personal selling and trade promotions are often the most effective promotional tools for companies such as Nokia - for example offering subsidies on the handsets to encourage retailers to sell higher volumes. A "push" strategy tries to sell directly to the consumer, bypassing other distribution channels (e.g. selling insurance or holidays directly). With this type of strategy, consumer promotions and advertising are the most likely promotional tools. Pull A ―pull‖ selling strategy is one that requires high spending on advertising and consumer promotion to build up consumer demand for a product. If the strategy is successful, consumers will ask their retailers for the product, the retailers will ask the wholesalers, and the wholesalers will ask the producers. A good example of a pull is the heavy advertising and promotion of children's’ toys – mainly on television. Consider the recent BBC promotional campaign for its new pre-school programme – the Fimbles. Aimed at two to four- year-olds, 130 episodes of Fimbles have been made and are featured everyday on digital children's channel CBeebies and BBC2.
  • 71. TATA MOTORS 2012 Alva’s College Moodbidri Page 71 As part of the promotional campaign, the BBC has agreed a deal with toy maker Fisher-Price to market products based on the show, which it hopes will emulate the popularity of the Tweenies. Under the terms of the deal, Fisher-Price will develop, manufacture and distribute a range of Fimbles products including soft, plastic and electronic learning toys for the UK and Ireland. In 2001, BBC Worldwide (the commercial division of the BBC) achieved sales of £90m from its children's brands and properties last year. The demand created from broadcasting of the Fimbles and a major advertising campaign is likely to ―pull‖ demand from children and encourage retailers to stock Fimbles toys in the stores for Christmas 2002. Promotion: Promotion involves disseminating information about a product line, brand or company it is one of the four key aspects of marketing mix. Promotion refers to marketing activities used to communication positive, persuasive information about an organization, its products and activities to directly expedite exchanges in a target market. It includes a variety of techniques, including advertising, sales promotion, public relation, and personal selling, that are used to communicate with customer. This-includes advertising, sales promotion, publicity, and personal selling, branding and refers to the various methods of promoting the product, brand, or company. Promotion is generally sub-divided into two parts: Above the line promotion: Promotion in the media (e.g. TV, radio, newspapers, Internet and Mobile Phones) in which the advertiser pays an advertising agency to place the ad
  • 72. TATA MOTORS 2012 Alva’s College Moodbidri Page 72 Below the line promotion: All other promotion. Much of this is intended to be subtle enough that the consumer is unaware that promotion is taking place. E.g. sponsorship, product placement, endorsements, sales promotion, merchandising, direct mail, personal selling, public relations, trade shows The specification of these four variables creates a promotional mix or promotional plan. A promotional mix specifies how much attention to pay to each of the four subcategories, and how much money to budget for each. A promotional plan can have a wide range of objectives, including: sales increases, new product acceptance, creation of brand equity, positioning, competitive retaliations, or creation of a corporate image. Road Shows & Banner: The Company plans to stage road shows, to display vehicles in the pavilions during various college festivals and exhibition. This car will appeal to youngsters more. Television advertisements : Advertisements to promote and market our product will be shown on local television channels. Major news and sports magazines will promote and they will reach out to the youth will be promoted through local channels, and pamphlets etc as it has more viewers. Radio: Radio is the medium with the widest coverage. Studies have recently shown high levels of exposure to radio broadcasting both within urban and rural areas, whether or not listeners actually own a set. Many people listen to other people's radios or hear them in public places. So radio announcements will be
  • 73. TATA MOTORS 2012 Alva’s College Moodbidri Page 73 made and advertisements will be announced on the radio about the product features and price, qualities, etc. Print Ads: Daily advertisements in leading newspapers and magazines will be used to promote the product. Leaflets at the initial stage will be distributed at railway stations, malls, college areas and various other locations. Workshops and Seminars. Workshops and seminars will be held in colleges and big corporate to Make people aware about the companies past performance and product features, its affordability and usage, vast distribution network. Road shows will be conducted where free trials of the car would be given. Banners, neon signs, Hoardings, banners, neon signs will be displayed at clubs, discs, outside theatres and shops to promote our brand car. Booklets and pamphlets. Booklets will be kept at car showrooms, retail battery outlets, etc for the customer to read. These booklets will provide information about our company; the products offered which suits the customers need accordingly. TABLEANDCHARTSHOWINGTHEEFFECTSOFADVRTISEMENTSINTHE SHIMOGADIST. Particulars Percentage (%) News paper 30 Local channel 20 Website 5
  • 74. TATA MOTORS 2012 Alva’s College Moodbidri Page 74 Road shows 5 Banners 5 Recommendation 5 Exchange mela 10 From the above Pie Diagram, it is understood that the most effective media is Recommendation. Whereas 30% of people are influenced by Newspapers, 20% of people are influenced by local channels, 5% of population are influenced by Website, 5% of people are influenced by Road shows, 5% of people by banners, 10% of people by exchange mela, 5% of population are recommended by their friends', neighbors respectively. Advertisements are also done to attract the Target market. The major customers for Kanchana Automobiles are the Business people, Professionals like 0 5 10 15 20 25 30 35
  • 75. TATA MOTORS 2012 Alva’s College Moodbidri Page 75 Doctors/Lawyers, Engineers etc. Shimoga is a town which is progressing in a very high speed in infrastructural development. Recently many IT Companies have arrived. Hence the population is increasing in Shimoga city day by day. This leads to high demands for cars. TATA cars come with the attractive special features which suits the needs of present demand. Advertisements are essential but the means of channel keeps on changing. Nowadays it is advisable to use TV as a medium for Advertisements. It is predicted that after few years Internet may take place of TV. Hence it is necessary to be updated with the human taste depending upon the demography. But the best medium of advertising which will always exist is word of mouth publicity or in other words recommendation. Hence it is very important to satisfy the customers. If customers are satisfied with the quality and service provided by the Co, then these customers will recommend to their friends and hence company will get more customers. Model Existin Offer Exchang e Discount Loyalty Discou nt 3 years extended waeeanty Total Saving s Indica Free Insurance 15,000 - 1975 27,475 NO Remote Lock 15,000 - 2500 21,000 Gets Petrol Accessory Rs 5,000 10,000 10,000 3025 18,025 Aceent EXE Accessory Rs5,000 10,000 10,000 4120 19,120 Indica Petroll AccessoryRs.7,0 00 20,000 20,000 4235 31,325 Indigo Diesel AccessoryRs. 7,0 00 20,000 20,000 9035 36,035
  • 76. TATA MOTORS 2012 Alva’s College Moodbidri Page 76 Offers: Additional Exchange bonus Rs 5,000/- for Exchange Hyundai Cars special offers for Govrnment & corporate employees. Place: Distribution (or place) is one of the four elements of marketing mix. An organization or set of organizations (go-betweens) involved in the process of making a product or service available for use or consumption by a consumer or business user. The location advantages of the firm are: 1. Availability of good transport system: Well-developed transport and communication facilities are a basic factor affecting the location of the industry. 2. Availability of financial and bank facility: Availability of fuel and power is another factor affecting the location of the industry. 3. Availability of power: Adequate supply of fuel and power is another factor affecting the location of an industry. 4. Adequate Labor supply: there should be adequate supply of laborers within an industrial area. They should be properly recruited and trained. 5. Nearness Market: Large increasing population of Mangalore city create more demand for the automobile, which intern helps the firm to either increase sallow or stable sale in the inter.
  • 77. TATA MOTORS 2012 Alva’s College Moodbidri Page 77 6. Presence of training, educational institution provides skilled and trained personnel 7. Industrial Atmosphere: Finally there should exist an industrial atmosphere around the area where a particular industry is located. Place: ADISHAKTI MOTORS SHESHADRIPURAM SHIMOGA Monthly sales report of ADISHAKTI MOTORS S.L.No Products Sale of product 1. Indica 10 2. Indigo 13 3. Safari 17 4. Grandi sumo 20 5. Tata Magic 15 6. Fiet lenia 15 7. Nano 25 8. Tata Aria 5 Total Sales 130
  • 78. TATA MOTORS 2012 Alva’s College Moodbidri Page 78 The cheapest car Nano 10 13 17 2015 15 25 5 Sales Indica Indigo Safari Grandi sumo Tata Magic Fiet lenia Nano Tata Aria
  • 79. TATA MOTORS 2012 Alva’s College Moodbidri Page 79 Characteristics of Tata Nano: Cheap: It is the world’s cheapest car. 1 lakh for the standard model. Due this, it is considered as the ―People’s car‖. Fuel-efficient engine: Its mileage is 20km/ ltr. The luxury model has a diesel engine.
  • 80. TATA MOTORS 2012 Alva’s College Moodbidri Page 80 Safe: Nano features feat with all safety requirements. The car contains a strong passenger compartment with crumple zones, intrusion-resistant doors, seat belts, strong seats, anchorages…. It had passed a full frontal crash tests. Moreover, it’s a safer way of transport than motorcycles and rickshaws. Comfortable: Nano has been conceived for four persons. Its space is adapted according to this. Four doors enable the entrance in the car. Seating space is generous and quite comfortable. It permits the driver to drive easily. Besides, the car will be available in two models: standard and deluxe. Ecological: According to Ratan Tata, Nano meets all current legislative emissions norms and could be upgraded to meet euro IV norms. It is less pollutant than two-wheelers being manufactured in India. Trendy: Both versions of Tata Nano will be available in several colors. The customer will also have the possibility to choose additional accessories to adapt the car to its needs to make it look trendy and stylish. TATA Motors future cars
  • 81. TATA MOTORS 2012 Alva’s College Moodbidri Page 81 It seems like every few months, we get wind of another vehicle that is supposed to be powered by compressed air. The Mini Cat Air Car, from India- based Tata Motors, seems almost too good to be true. Tata Motors is India’s largest automobile company. It is the leader in commercial vehicles, and among the top three in passenger vehicles. Designed by an ex-IndyCar™ engineer, the Mini Cat utilizes compressed air to move its motors’ pistons, claims zero tailpipe emissions, and an extremely low cost to run. Is it the real deal, or a lot of hot air? Compressed-air has been used to power a wide variety of vehicles since the 1800s with only limited success, due to inherent inefficiencies. The concept found some limited success in powering locomotives, mostly used for mining, where a combustion-free energy source was desirable. Ultimately, even these were replaced by more efficient electric motors. Several modern companies have attempted to produce a working compressed-air powered car, but none have yet to reach the consumer market.
  • 82. TATA MOTORS 2012 Alva’s College Moodbidri Page 82 Energine Corporation, of Korea, claimed that it was going to deliver a hybrid compressed-air/electric car, only to see its CEO arrested for making exaggerated claims. K’Airmobiles, a French company, were another compressed air concept, but it never saw the light of day. The company was unable to procure the necessary funding, and the engineers who worked on the project, ultimately admitted that the inherent efficiency and low-running-temperature problems made the project unfeasible. In 2010, Honda showed off the Honda Air concept car, a 1,000-pound, 4- passenger car, made out of composite materials. (While the concept sounds good, in theory, I would hazard a guess that the high price of the composite materials used in this car would make it unable to compete with other alternatively-fueld vehicles.) The TaTa Air Car concept engine was developed by Motor Development International (―MDI‖), of France, with the backing of Tata. (This version of a compressed air engine has been in development for over 20 years.) Zero Pollution Motors holds a license to produce the cars in the U.S. market.
  • 83. TATA MOTORS 2012 Alva’s College Moodbidri Page 83 However, this version of an air-powered car has also been beset with problems. In 2008, Popular Mechanics wrote, ―Zero Pollution Motors confirmed to PopularMechanics.com on Thursday that it expects to produce the world’s first air-powered car for the United States by late 2009 or early 2010.‖ Although there are several blogs, and news outlets, which still refer to Zero Pollution Motors as the holder of the U.S. license to produce MDI’s Air Cars, I was unable to uncover any evidence that the company is still in existence, at least in any substantial form. In 2009, Tata Motors’ vice-president (engineering systems) S. Ravishankar told DNA Money the project is facing difficulties in terms of vehicle range and cooling. Ravishankar said, ―Air is not a fuel, it is just an energy carrier. So a tank full of air does not have the same energy as a tank full of CNG. Any vehicle using only compressed air to run would face problems of range.‖
  • 84. TATA MOTORS 2012 Alva’s College Moodbidri Page 84 The article continues: ―Ravishankar…went on to say that excessively low engine temperature is another problem, in a vehicle using only compressed gas as fuel.‖ In April of this year, InAutoNews.com explained that the cars, intended for the U.S. market, would not be entirely emissions-free, because a small gasoline engine was required, to allow the car to run at city speeds. (Perhaps this was the reason, for the long delay, in bringing the air car to market? Perhaps the designers were attempting to figure out a way to make the One Cat run on compressed air, only?) In December of 2009, UC Berkeley, ICF International and Stanford experts had this to say about the feasibility of compressed air versus chemical fuels, as an energy storage medium: ―The study concluded that even under highly optimistic assumptions the compressed air car is less efficient than a battery electric vehicle and produces more greenhouse gas emissions than a conventional gas powered car with a coal intensive power mix. It did state however, that a pneumatic combustion hybrid is feasible and inexpensive and could compete with hybrid electric vehicles. So, it would appear that the jury is not entirely out on the feasibility of a compressed air powered car, but it certainly does not look good for the Tata/MDI version. But let’s assume that the Mini Cat Air Car really does live up to the claims of the manufacturer. Just how environmentally-friendly is a compressed air car, anyway?
  • 85. TATA MOTORS 2012 Alva’s College Moodbidri Page 85 In 2009, that’s exactly what Popular Mechanics endeavored to find out. They compared the Zero Pollution Motors AirPod (an extremely strange-looking precursor to the Mini Cat), to electric, gas, hybrid and diesel. The numbers include the CO2 produced, by the generation of any required electricity. The results were interesting: Zero Pollution Motors AirPod: ―24.014 pounds CO2 for 100 miles‖ Tesla Roadster: ―32.98 pounds of CO2 for 100 miles‖ 2010 Toyota Prius: ―39.192 pound of CO2 for 100 miles‖ 2009 Honda Civic (non-hybrid): ―64.67 pounds of CO2 for 100 miles‖ 2009 VW Jetta TDI Diesel: ―62.5 pound of CO2 for 100 miles‖ So, from a strictly empirical analysis, it would appear that air cars (if they were feasible) would have a bit of an edge where pollution is concerned. Of course, air cars would still not have the speeds necessary to allow them to be driven on highways. Being an eternal optimist, I still hold out hope that Tata isn’t just ―blowing smoke.‖ I’m not going to hold my breath, though.
  • 86. TATA MOTORS 2012 Alva’s College Moodbidri Page 86 FINDINGS: The company targets high level of income people because company produces luxury and semi luxury cars. The products match with the price and quality. The consumers purchase the cars sue to the reputation of the company rather than price of the car. INDICA and 1 10th are leading products of the company. It’s highly sold car compared to other products of the company. Maintenance free cars, because of high technology the maintenance of cars less compared to other company. The company gives importance to high level of customer satisfaction by providing luxury quality of the car. The company is prompt and timely delivery of products to the customers. SUGGESTIONS: The cost of NANO cars starts at the rate of 1,00,000 here it is different for the low class people to buy it so the company should produce the cars by taking in to consideration about the lower cost. The service cost is high compared to the local groups hence the company should fix a reasonable price. The company should provide extra benefit such as discount to those people so as to attract them towards the company.
  • 87. TATA MOTORS 2012 Alva’s College Moodbidri Page 87 The company should take measures to cut down an expense other than the cost of production. The company should give more importance towards increasing the mileage of the car due to increase in the rate of fuel. CONCLUSION: Today automobile industry is booming. Especially TATA gets enough number of customer and company earning better profit from last 5 years. In some instance their product is not moving fast, However they modified their product model and trying to have better profit. By glance one can conclude TATA Motors enjoys the good position in the automobile market. Automobiles have become an indispensable part of our lives, an extension of the human body that provides as faster, cheaper and more convenient mobility every passing day. Behind this betterment go the efforts of those in the industry, in the form of improvement through technological research. What actually lie behind this betterment of the automobiles are the opinions, requirements, likes and dislikes of those who use these vehicles. These wheeled machines affect our lives in ways more than one. Numerous surveys and research are conducted throughout the world every now and then to reveal one of the other aspects of automobiles, be it about the pollution caused due to vehicle population in cities, or raising motor accidents and causes and vehicular technology, alternative medicine so on.
  • 88. TATA MOTORS 2012 Alva’s College Moodbidri Page 88 BIBLIOGRAPHY Title of the book Authors Publishers Marketing Management Hemachandra Muliyil United publishers Management VSP Rao, V harikishnan Excel books Financial management I M Pandey Vikas publications private Limited. Essentials of management Harold Koontz Tata Mc graw- Hill Publications private ltd. Marketing management Tapan K Panda Excel books Web Resource WWW. Google.com WWW. Tata motors. com

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