tata motor,consumer behaviour, maket perception.

1. Inspired by People
PRESENTED BY: LT 04
SURGING AHEAD WITH INNOVATIVE SOLUTION… FOR TODAY & TOMORROW

2. INTRODUCTION:
SURGING AHEAD WITH INNOVATIVE SOLUTION… FOR TODAY & TOMORROW
Tata Group: Founded in 1868 by Jamsetji Nusserwanji Tata
Tata Motors is founded by JRD Tata in 1945
Committed workforce with over 51000 people of 16
nationalisation
Largest automobile company

3. INTRODUCTION:
SURGING AHEAD WITH INNOVATIVE SOLUTION… FOR TODAY & TOMORROW
Market leader in commercial vehicles
World’s 4th largest truck manufacturer and 3rd in bus
manufacturer
Among the top 3 in passenger vehicles
Spread worldwide with 14 parts over Asia, Africa & Europe

4. CONSUMER CHARACTERISTICS:
Influence by the seller
Perception
Family and Group Influence
Lifestyle
Post Purchase services
SURGING AHEAD WITH INNOVATIVE SOLUTION… FOR TODAY & TOMORROW

5. INFLUENCE BY THE SELLER:
SURGING AHEAD WITH INNOVATIVE SOLUTION… FOR TODAY & TOMORROW
Various offers to attract buyers during festive seasons
Ad’s with famous brand ambassadors to promote it
Free insurance schemes, AMC discounts
Breakdown support
Good finance link-ups and options as per the customers
needs

6. PERCEPTION:
SURGING AHEAD WITH INNOVATIVE SOLUTION… FOR TODAY & TOMORROW
Tata Motors is clearly trying to step up it's game by a
makeover of all Tata cars
Poor Quality
Lack of development of existing model
Consumer perception of Tata cars being good only as taxis

7. FAMILY & GROUP INFLUENCE:
SURGING AHEAD WITH INNOVATIVE SOLUTION… FOR TODAY & TOMORROW
Focus on middle class and upper middle class
Also brands that identify and support family values are
accepted and they perform well in the Indian market
TATA branding aims exactly on Indian families and values

8. LIFESTYLE:
SURGING AHEAD WITH INNOVATIVE SOLUTION… FOR TODAY & TOMORROW
Tata Motors has effectively catered to different people
with different lifestyles
The efficient R&D always came up with the right kind of
cars for the right segment of people
Matched up competitors with Hatchbacks, Sedans as well
as SUV’s
Cars varying from 1.24 lacs to 15 lacs

9. POST PURCHASE SERVICES:
SURGING AHEAD WITH INNOVATIVE SOLUTION… FOR TODAY & TOMORROW
Easily and readily available spare parts
Large network of workshops (Dealers workshops and Tata
workshops).
Good feedback system and the desire to give better
services
Scheduled maintenance call reminders
Dedicated GRS team for all clients. (commercial and
passenger vehicle segment

10. ANSOFF’s MATRIX:
MARKET PENETRATION
 Tata Ace
 Tata Indica
PRODUCT DEVELOPMENT
 Tata Motors to use JLR expertise for
new cars
 TATA Starbus
 TATA Xover
MARKET DEVELOPMENT
Internationalization
DIVERSIFICATION
Hybrid and Electric Power trains
SURGING AHEAD WITH INNOVATIVE SOLUTION… FOR TODAY & TOMORROW
EXISTING
MARKETS
NEW
MARKETS
EXISTING PRODUCTS NEW PRODUCTS

11. SWOT ANALYSIS: (STRENGTH)
SURGING AHEAD WITH INNOVATIVE SOLUTION… FOR TODAY & TOMORROW
Wide & extensive distribution and service network
Good market penetration in the taxi & rental segment
Many associations like Jaguar Land Rover, Hispanso,
Macropolo etc. which increases international presence
Expert service professionals available
Dedicated engineering and R&D department
Highly diversified product portfolio

12. SWOT ANALYSIS: (WEAKNESS)
SURGING AHEAD WITH INNOVATIVE SOLUTION… FOR TODAY & TOMORROW
Limited international presence
Sometimes faces alleged quality and durability issues
Not much customer engagement programs and activities

13. SWOT ANALYSIS: (OPPORTUNITY)
SURGING AHEAD WITH INNOVATIVE SOLUTION… FOR TODAY & TOMORROW
Expanding automobile market
Increasing per capita income and purchasing capability of
potential customer base
Leveraging customer engagement experience to acquire
new customers
Leveraging mergers and acquisitions to acquire newer
technology
distribution and service network in various countries

14. SWOT ANALYSIS: (THREATS)
SURGING AHEAD WITH INNOVATIVE SOLUTION… FOR TODAY & TOMORROW
Increasing fuel costs
Competition from other big automobile giants
Competitive products offering same level features at a
lesser price
Product innovations and frugal engineering by competitors

15. THANK YOU