A Comparative study of TATA IRIS (Mini Taxi) in Guwahati...And Strategy To Increse Its Presense.

1. “Guwahati Mini Taxi-
Feasibility study and strategy to
increase volume: A Study with
TATA Motors, Guwahati”
Presenter:
Saroop Mozumder
Roll No.: BAM14042
MBA (3rd Semester)
Department of Business
Administration
Tezpur University

2.  Organisation Profile
 Research Methodology
 Findings
 Suggestions and Conclusion
THE ROADMAP

3. ORGANISATION PROFILE
o Tata Motors was started in 1945 and one of the largest auto mobile companies in
India, with the annual revenue of rupees 62,796 cores .
o Tata Motors launched its Mini Taxi service in March 2014, in collaboration with
Travel Solution North East India in Guwahati city as a pilot project.
o Till June 2015, 80 Mini Taxis were running successfully.
o Mini Taxi is equipped with Global Positioning System (GPS) and a digital fare
meter with a printed receipt.

4. RESEARCH METHODOLOGY
SCOPE
The survey is conducted within the Guwahati region.
LIMITATIONS OF THE STUDY
 Time constraint, i.e. the survey had to conduct within a very limited time period.
 Unavailability of Mini Taxi services in time.
 Lack of respondents who are interested in Mini Taxi.
 Difficulty in identifying the prospective buyers.
 Difficulty in identifying passengers of Mini Taxi.
 Difficulty in tracing out the Mini Taxi owners.

5. OBJECTIVES OF THE STUDY
Objective of the study is divided into four segments
From the passenger point of view
 To know passengers acceptability
 To survey the Mini Taxi users
 Strategy to increase awareness
From the non-user point of view
 Why this segment of people have not taken the
Mini Taxi service
 To identify the problems
 To solve the problems and increase the awareness
From the existing customer point of view
 To know the experience about Mini Taxi
 To know the satisfaction level
 Strategy to solve the problems
From the prospective buyers’ point of view
 To know if prospective buyers are interested
to start a Mini Taxi business
 To know what type of help prospective
buyers require
 Strategy to help the prospective for starting
their business

6. METHODOLOGY
Surveys were conducted for the study. There were four set of respondents:-
 The first set consisted of the existing owners of the Tata Mini Taxi
 The second set consisted of the prospective buyers of Mini Taxi
 The third set consisted of the passengers who have used the Mini Taxi services
 The fourth set consisted of those people who have not used the Mini Taxi services
till now
SAMPLINNG PROCEDURE
Sampling procedure used for this study was non-probabilistic in nature and
Convenience sampling was used for the data collection.

7. SOURCES OF DATA COLLECTION
 Primary data: Questionnaire & Personal interaction.
 Secondary data: Company Websites, Related Information from Internet, Drivers,
Passengers.
DATA COLLECTION INSTRUMENT
 Structured questionnaires were used.

8. FINDINGS
From the passenger point of view
24%
10%
29%
37%
Exposure to different
promotional activities about
Mini Taxi.
NEWSPAPE
R
RADIO
HOARDING
OTHER S
28
16
5
2
0 TO 5 5 TO 10 10 TO 15 MORE THAN
15 TIMES
0
5
10
15
20
25
30
Number of times the passengers
experienced the service of Mini
Taxi

9.  The respondents were found to be indifferent to the statement that Mini Taxi that
Mini Taxi arrives on time.
 Majority of the respondents (i.e. 53%) agreed that the driver of the Mini Taxi are
well behaved.
 The average perception regarding the comfort of Mini Taxi lies between neither
agree nor disagree and agree.
 The majority of the Mini Taxi users (i.e. 27out of 51 respondents) in Guwahati
agreed that it is safe to travel in Mini Taxi.
 The respondents were agreed that Mini Taxi is affordable.

10. From the non-user (passengers) point of view
31%
16%
40%
13%
Exposure to various
promotional activities
about Mini Taxi.
NEWSPAPER
RADIO
HOARDING
OTHERs
0
5
10
15
20
25
30
35
5
31
12
2
Reasons for not using Mini Taxi

11.  42 respondents were frequent users of 3-wheelers.
 40 out of 51 said that they knew the facilities of Mini Taxi.
 52% of the respondents knew about the call centre facility of Mini Taxi.
 It was found that out of the total 51 respondents, 49 of them replied that they
knew about the Mini Taxi service of Mini Taxi in Guwahati.
 Regarding the safety of Mini Taxi the respondents were of the view that they
neither agree nor disagree that Mini Taxi is safe.

12. To know the problems the non-users are facing
59%
31%
10%
PROBLEM FACE BY 3-
WHEELER USERS
NO FARE METER
NO CALLING
FACILITIES
NOT FEELING
SAFETY
OTHER SPECIFY
10%
90%
FARE CHARGED BY 3-
WHEELER IS ACCORDING TO
FARE METER
YES
NO

13. From the existing customers’ (owners of Mini Taxi) point of view
 All the 41 respondents were of the view that they receive on an average of five
calls per day.
 32 out of total 41 respondents said they don’t receive calls according to GPS.
 40 out of total 41 respondents replied that call rates are too high.
 All the respondents replied that they purchased the Mini Taxi since auto permit is
not any more issued by the district office for that they opted for Mini Taxi as an
alternative to auto.

14. From the existing customers’ (owners of Mini Taxi) point of view
DRIVER
34%
OWNER
66%
Driving of Mini Taxi by
the Existing Owners.
8
3
5
19
0
2
4
6
8
10
12
14
16
18
20
NOT
PROFITABLE
MAINTENANCEN
COST IS HIGH
IN SUFFICIENT
CUSTOMERS
NOT GETTING
ENOUGH CALLS
FROM CALL
CENTRES
Reasons for not opting for
repeat purchase Mini Taxi

15. From the existing customers’ (owners of Mini Taxi) point of view
 The average perception regarding the price of Mini Taxi owner lies between
neither agree nor disagree and agree.
 Out of total 41 respondents, only 3 of the existing owner were willing to make a
repeat purchase of Mini Taxi.
 From the survey it was cleared that most of the Mini Taxi owners in Guwahati
agreed that they are getting good response from the customers.
 From the survey it is cleared that the respondents neither agree nor disagree that
they are satisfied with their earnings.
 It was found that out of the total 41 respondents, 10 of them required easy bank
loan for repeat purchase and 1 of them require EMI for a repeated purchase of
Mini Taxi.

16. From the prospective buyers’ (Mini Taxi) point of view.
500
1000
1500
2000
41 10 0 0
Earnings of prospective
buyers per day
46%
23%
31%
Requirements for
prospective buyers to start
a new business for Mini
Taxi
Require
funding
New scheme
Permit

17. From the prospective buyers’ (Mini Taxi) point of view.
 It was found that out of the total 51 respondents, all of them were business man.
 It was found that average perception regarding feasibility of Mini Taxi service in
Guwahati lies between neither agree nor disagree and agree.
 It was found that out of the total 51 respondents, all of them were interested in
Mini Taxi business.
 Out of the total 51 respondents, majority of them i.e. 45 of respondents were
aware about the facilities of Mini Taxi.
 41 of the respondents said that they were not satisfied with the information and
expertise provided to them by Mini Taxi company.

18. From the prospective buyers’ (Mini Taxi) point of view
29%
36%
26%
9%
Features of the Mini Taxi that
prospective buyers knew
Driving comfort
Safety
Better earnings
All weather
protections
4%
96%
Whether Mini Taxi will be driven
by owner himself or driver.
Driver
Owner

19. From the prospective buyers’ (Mini Taxi) point of view
80%
16%
4%
Down payment that
prospective buyers want to
give for buying Mini Taxi
50000-70000
70000-90000
90000-100000
100000-101000
1000
1500
2000
2,500
43 6 1 1
Amount willing to pay for
call service

20. SUGESSTIONS
Suggestions to solve the problem of the existing customer (owners of Mini Taxi)
 Price of the Mini Taxi should be reduced.
 Provide more business calls to the Mini Taxi owners.
 Distribute the business calls on the basis of G.P.S.
 The fleet charge should be reduced.
 Buying procedure and issuing of district permit should be done more in a simple
and easy way.
 The call centre should provides drivers to the Mini Taxi owner, whoever wants it.
 Dealers should come forward to talk with the existing owners.

21. Strategies to increase the passenger of the Mini Taxi
 More advertisement through newspaper, radio and hoardings.
 Increase its number and should arrive in time.
 Drivers should try to respond well to the customers and should have proper
knowledge about the locations.
 Call centres should respond to the business calls of the passenger.
 Fare should be made reasonable.
 Some new features should be added like cosy and adjustable seats, big leg room,
a/c and safety features like air bags, glass window panel etc.

22. Suggestions to solve the problems that non-user (passenger) are facing
 Since 42 out of 51 respondents were 3-wheeler users, therefore Mini Taxi should
take full advantage to attract 3-wheeler customers.
 More emphasis should be given to promote the Mini Taxi and its facilities through
leaflets, canopy stands in public gathering areas etc.
 Mini Taxi should be increased in number so that it is easily available to the
customers.
 Mini Taxi should charge according to fare meter and the call centre should work
properly to attain the business calls.
 The safety features of Mini Taxi should be highlighted.

23.  Proper tie up with the banks for easy loans shall help the existing customer for
repeat purchase.
 Fleet charge should be charged according to the number of business calls provided
to them.
 Parking stand for Mini Taxi should be made in places like Airport, Railway,
Kamakhya Gate, ISBT etc.
 Lastly, servicing time of Mini Taxi should be reduced and break and clutch
problems of the vehicle should be rectified.

24. Suggestion to increase the prospective buyers (Mini Taxi)
 Businessmen are its potential customers.
 From the survey it is found that 10% of the respondents felt that Mini Taxi is not
feasible in Guwahati. Therefore to overcome it, the reasons they showed should
be tackled with proper strategy.
 Mini Taxi should give a business of more than 500 rupees so that they are more
prospective buyers attracted to the Mini Taxi business.
 Bank loans and EMI should be provided to the prospective buyers to attract them.
 Proper addressing about the Mini Taxi should be given so that prospective buyers
can get the information they want.

25.  Down payment for Mini Taxi should be kept between 50,000-70,000 rupees.
 The fleet charge should be kept within R.s 1000.
 If call centres provide drivers to the prospective buyers, it may help to increase
the sales of Mini Taxi.
 The maintenance cost and cost of spare parts of Mini Taxi should be reduced.
 Workshops should be carried out.
 Permit cost of the four wheeler vehicles should be reduced.

26. CONCLISION:-
 Most of the passengers are very much satisfied with the service provided by the
Mini Taxi. Looking into the long term perspective it is a good sign for Tata Motors.
 The existing owners are mainly facing two types of problems i.e. in spite of giving
2,100 rupees as fleet charge per month to the call centre, they are not providing
enough business and secondly they are facing parking problems.
 To conclude, if these problems were solved and proper marketing is done then the
Mini Taxi will have great feature ahead.