1. 1
 A Benchmark period in terms of Business results ( Please refer Subsequent slides)
Key Responsibilities :
Brand management & communication ; Marketing - Industry / Market / Regulatory environment / Consumer analysis & competition
bench-marking, product strategy / planning / positioning & pricing to sustain competitive edge in mid & long term ; Rural marketing ;
ROI & Development of top-line, bottom-line and Mshares.
Key Business challenges in 2008:
1. End-customer sale of 2 Cyl ACE averaging around 6000-6500 inspite of entire country having been opened up for sale.
2. Tata Motors facing exit in traditional PU segment ( 2 to 3Ton) with fast declining Mshares & volumes and negative contribution
3. 3.5T to 7.5 Ton industry shrinking YOY where Tata Motor has Leadership and products with good contribution
4. 8 to 14Ton segment: A stagnant situation for Tata Motors over the years both in Volumes and Market shares. In some markets
Mshares dismally low.
Key Accomplishments:
New product Introductions:
 Transformation from EII/ EIII to EIII/EIV of the complete
range
 21 new products & variants including –
 ACE Ex,
 SuperAce,
 Zip,
 Iris,
 Venture,
 RX pick-up,
 Xenon pick-up ( CNG)
 1109HEX2,
 1109 sleeper cab,
 LPK 909 27WB for kerala with HD rear axle,
 407PU ( Incremental revenues & today its about
40% of LCV sale). Mech engine in EIII.
 CNG versions on 909 platform
 Y1 (Ultra) Platforms at multiple tonnage points rolled out for
engineering validation.
 Programs for facelift, Dicor option, TC & TCIC on ACE
platform signed off.
New initiatives institutionalized:
Pioneered following innovative initiatives with short and long
term business impact,
 Rural Marketing ( First time by a CV player).
 PCG ( Public, co-operative & Gramin) bank
 Financier spread
 RWA ( Race with ACE)
 19 customized applications on ACE
 Other initatives : Focus Dealers / Sleeping Dealers / Dealer
performance card / Shaan / Mahasangram / TN53 / AP40 /
Reclaim / NUD / 5D11 / 3 year AMC at no cost to Co. / brand
perspective e.g. 410 to 407 / OEM focussed campaigns

2. 2
Retail trend: Continuous growth
Time-line : 2008-11
Market Development & Ramp-up of ACE Goods Carrier ( 2Cyl)
6000 to 14000 per month levels
31%
29%
In addition,
1. Soft top Magic went up from 2750 to 4500 per month
2. Vans ( Venture & Winger) went up from 250 to 800 per month

3. 3
27
73
0
10
20
30
40
50
60
70
80
1.4.08 1.4.11
14.02
40.04
-24.19
-44.7
-78.88-100
-80
-60
-40
-20
0
20
40
60
06-07 07-08 08-09 09-10 10-11
39.4%
35.4%
33.5%
20.9%
13.7% 14.3%
17.1%
5.0%
35.0%
04-05 05-06 06-07 07-08 08-09 09-10 10-11
12990
7570
11068
20622
17891 20306
12171
04-05 05-06 06-07 07-08 08-09 09-10 10-11
Year of Financial Crisis.
Ever increasing rate of
degrowth reduced
17% Growth inspite of
high 46% growth in the
previous year
207 Volumes
The V Curve
0.6
2.8
-13%
-40%
Top-line & Bottom-line Improvement
Reducing the Leader-Follower Gap
Additional Bottom-line Improvement
Based on Q4 avg retail per month
Dealer WC productivity
-38%
46%
17%
207 NATIONAL MS
The V Curve
PU Contribution (crs)
The V Curve
207 Dlr Stk : No of Days
MS downslide arrested after steep
decline on YOY basis for last 4 years.
*Super Ace Nos not included in above charts
Time-line : 2008-11
PU Turnaround ( 2 to 3Ton): A ground to look forward for Tata Motors

4. 4
68% 68%
64% 64%
69%
72% 72%
04-05 05-06 06-07 07-08 08-09 09-10 10-11
TML National MS
Year of Financial Crisis.
Ever increasing rate of
degrowth reduced
17% Growth inspite of
high 57% growth in the
previous year
Ever
Highest
TML Volumes: The V Curve
5
3
Increased in
Year of
financial crisis
* 8% MS growth over
last 2 yrs sustained
-11%
-15%
-18%
Top-line & Bottom-line Improvement
Enhancing Leadership
16490
15590
11975
8200
07-08 08-09 09-10 10-11
Reduction in Trade Schemes (Rs/Veh)Reduced even in Year of
financial crisis
-32%
-23%
-5%
-50%
Net Reduction
Additional Bottom-line Improvement
0
5
10
15
20
25
30
35
1.4.08 1.4.11
Dlr Stk : No. of days
33
23
Based on Q4 avg retail per month
Dealer WC productivity
Time-line : 2008-11
LCV Turnaround ( 3.5 to 7.5Ton) : Surprised the Industry

5. 5
32310
27730
24780
19000
10000
15000
20000
25000
30000
35000
07-08 08-09 09-10 10-11
19138
13249
20541
25798
0
5000
10000
15000
20000
25000
30000
07-08 08-09 09-10 10-11
23%
24%
26%
08-09 09-10 10-11
31%
36%
39%
08-09 09-10 10-11
Reduced even in Year of
financial crisis
-
14%
-
11%
-
23%-
41
%
Year of
financial crisis
-31%
55%
26%
26% growth after 55%
growth in the previous year
Ever
highest
5%
3%
1%
2%
MS: Andhra Pradesh
(AP40 initiative)
Reduction in Trade SchemesVolumes
MS: Tamil Nadu
(TN53 initiative)
Time-line : 2008-11
ICV ( 9 to 14T) gains in volumes & Mshare
with reduction in marketing expense by 41%.
Successful
Market
specific
initiatives
Exit MS: 2% up.

6. 6
Successful new product launches:
 Transformation from EII/ EIII to EIII/EIV of the
complete range
 21 new products & variants including –
 ACE Ex,
 SuperAce,
 Zip,
 Iris,
 Venture,
 RX pick-up,
 Xenon pick-up
 1109HEX2,
 1109 sleeper cab,
 LPK 909 27WB for kerala with HD rear axle,
 407PU,
 CNG versions on 407,709 & 909 platforms
 Y1 (Ultra) Platforms at multiple tonnage points
rolled out for engineering validation.
Successful new initiatives institutionalized:
Pioneered following innovative initiatives with
short + long term impact, thereby adding to core-
competencies of business ;
 Rural Marketing ( First time by a CV player).
 PCG ( Public, co-operative & Gramin) bank
 Financier spread
 RWA ( Race with ACE)
 24 customized applications on ACE
. Time-line: 2008 April to June 2011
New Products and Market Initiatives