A study on positioning of tata ace zip in captive and semi captive segment

Positioning of Tata Motors in Captive and Semi captive market
Regional college of Management, Bhubaneswar
Positioning of Tata Ace zip in
Captive and semi captive market
Positioning is an art. Great positioning tells a compelling,
attention grabbing story – a story that resonates with your audience.
- Rebel Brown
2012

A study on Positioning of Tata Ace Zip in
Captive and Semi captive segment
Summer Project Report submitted for the partial fulfillment of the PGDM
degree
Submitted By:
Abhijit Panda
Saurabh Jaiswal
Jyotishmayee Das
Institute Guide :- Company Guide :-
Saud Hussain Sudip Roshan Chauhan
Assit. Prof. (Marketing) Territory Sales Manager
RCMA Tata motors
Regional College of Management, Autonomous
Bhubaneswar

DECLARATION
I Saurabh Jaiswal, Abhijit Panda and Jyotishmayee Das student of REGIONAL
COLLEGE OF MANAGEMENT, Bhubaneswar for the courses of PGDM(2011-13) declare
that this survey report is true and best of my knowledge. This report is needed for the
partial fulfillment of my course and will not be used in any organization except for
academic purpose.
The logo of Tata Motors used in this project is duly permitted and sanctioned by the
concerned authority of the organization for the purpose of project completion only.
I do firmly commit hereby that the data collection and analysis made will not be shared
with any other market research agency, management consultant or any other
organization for any reason what so ever. This project is to be used for evaluation by the
concerned authority of my knowledge RCM (REGIONAL COLLEGE OF MANAGEMENT),
Bhubaneswar.
Date:
Place: Bhubaneswar Abhijit Panda
Saurabh Jaiswal
Jyotishmayee Das

ACKNOWLEDGEMENT
I take the opportunity to thank my guide MR. Sudip chauan, Territory Sales
Manager, SCV Cargo, TATA Motors Limited for his guidance, encouragement and
support throughout the tenure of the internship. Without his efforts and directions, the
project would not have encompassed and wouldn’t have been such a wonderful
learning experience.
I would also like to thank TATA Motors, Bhubaneswar and all of its employees as well as
Consrotiuom Automobiles, Bhubaneswar for helping me to achieve success in this
project in every possible manner.
Finally, I would like to express my deepest gratitude REGIONAL COLLEGE OF
MANAGEMENT, BHUBANESWAR
Saurabh Jaiswal
Abhijit Panda
Jyotishmayee Das

Corporate Guide Certificate
This is to certify that the work entitled “Positioning of Tata Ace Zip in Captive and Semi
captive segment” is the piece of team project done by Saurabh Jaiswal, Abhijit Panda
and Jyotishmayee Das student PGDM, RCM (second year) under the guidance and
supervision for partial fulfillment PGDM curriculum of Regional College of
Management, Bhubaneswar.
To the best of my knowledge and belief the term project report:
1. Embodies the work of candidate them self.
2. Has been duly completed.
3. Is up to the standard both in respect to the content and language for being
referred to the examiner.
Project Guide :-
Sudip Roshan Chauhan
(Territory Sales Manager)
Tata Motors

Faculty Guide Certificate
This is to certify that the work entitled “Positioning of Tata Ace Zip in Captive and
Semi captive Segment “ the piece of team project done by Saurabh Jaiswal, Abhijit
Panda and Jyotishmayee Das a student of PGDM under the guidance and
supervision for partial fulfillment of PGDM curriculum of Regional College of
Management, Bhubaneswar.
To the best of my knowledge and belief the term project report:
1. Embodies the work of candidate them self.
2. Has been duly completed.
3. Is up to the standard both in respect to the content and language for being referred
to the examiner.
Saud Hussain
(Dept. of Marketing)
Internal Guide

Declaration
Acknowledgement
Certificates
CONTENTS
Chapter-1: INTRODUCTION
A) About the topic
B) About the company
Chapter-2: RESEARCH METHODOLOGY
Problem of the Study
Objectives of the Study
Relevance of the Study
Data Collection
Sampling
Methodology Used
Limitation of the study
Chapter-3: DATA NALYSIS & INTERPRETATION
Chapter-4: SUMMARY OF FINDINGS
Chapter-5: SUGGESTIONS & CONCLUSION
Bibliography
Sample Questionnaire

“With the introducing of the TATA ACE ZIP the company will more
comprehensively address the burgeoning need of public transportation
and goods movement. Their quality, affordable pricing and competitive
maintenance cost throughout the life cycle will further foster self-
employment in the country”
-Mr.PM Telang
Managing Director
India operations,Tata Motors

Introduction
Introducing to the topic
Tata Motors Limited
Company profile
TATA MOTORS is well recongnised & has a distinct & cult edge of having India’s first
largest automobile corporation and second target private sector corporation,which in
terms of the world automobile market stands disntictly in the fifth position of bus and
truck manufacturer.
Tata Motors Limited is India's largest automobile company, with consolidated revenues
of INR 123,133 crores in 2010-11. It is the leader in commercial vehicles in each
India’s 1st Largest
Automobiles co
,exporter and R&D
India’s 2nd Target
Private sector co.
Globally 5th Largest
Bus & truck
manufacture

segment, and among the top three in passenger vehicles with winning products in the
compact, midsize car and utility vehicle segments. The Company is the world's fourth
largest truck manufacturer, and the world's third largest bus manufacturer.
The Company's over 25,000 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 5.9 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),
Sanand (Gujarat) 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 power trains. The
Company's dealership, sales, services and spare parts network comprises over 3500
touch points; Tata Motors also distributes and markets Fiat branded cars in India.
Tata Motors, the first Company from India's engineering sector to be listed in the New
York Stock Exchange (September 2004), has also emerged as an international
automobile company. Through subsidiaries and associate companies, Tata Motors has
operations in the UK, South Korea, Thailand and Spain. Among them is Jaguar Land
Rover, a business comprising the two iconic British brands that was acquired in 2008. In
2004, it acquired the Daewoo Commercial Vehicles Company, South Korea's second
largest truck maker. The rechristened Tata Daewoo Commercial Vehicles Company has
launched several new products in the Korean market, while also exporting these
products to several international markets. Today two-thirds of heavy commercial vehicle
exports out of South Korea are from Tata Daewoo. In 2005, Tata Motors acquired a 21%
stake in Hispano Carrocera, a reputed Spanish bus and coach manufacturer, and
subsequently the remaining stake in 2009. Hispano's presence is being expanded in
other markets. In 2006, Tata Motors formed a joint venture with the Brazil-based
Marcopolo, a global leader in body-building for buses and coaches to manufacture fully-
built buses and coaches for India and select international markets. In 2006, Tata Motors
entered into joint venture with Thonburi Automotive Assembly Plant Company of
Thailand to manufacture and market the Company's pickup vehicles in Thailand. The
new plant of Tata Motors (Thailand) has begun production of the Xenon pickup truck,
with the Xenon having been launched in Thailand 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 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 4,500 engineers and
scientists, the Company's Engineering Research Centre, established in 1966, has enabled
pioneering technologies and products. The Company today has R&D centers in Pune,
Jamshedpur, Lucknow, Dharwad in India, and in South Korea, Spain, and the UK. It was
Tata Motors, which developed the first indigenously developed Light Commercial
Vehicle, India's first Sports Utility Vehicle and, in 1998, the Tata Indica, India's first fully
indigenous passenger car. Within two years of launch, Tata Indica became India's largest
selling car in its segment. In 2005, Tata Motors created a new segment by launching the
Tata Ace, India's first indigenously developed mini-truck.
In January 2008, Tata Motors unveiled its People's Car, the Tata Nano, which India and
the world have been looking forward to. The Tata Nano has been subsequently
launched, as planned, in India in March 2009. A development, which signifies a first for
the global automobile industry, the Nano brings the comfort and safety of a car within
the reach of thousands of families. The standard version has been priced at Rs.100, 000
(excluding VAT and transportation cost).
Designed with a family in mind, it has a roomy passenger compartment with generous
leg space and head room. It can comfortably seat four persons. Its mono-volume design
will set a new benchmark among small cars. Its safety performance exceeds regulatory
requirements in India. Its tailpipe emission performance too exceeds regulatory
requirements. In terms of overall pollutants, it has a lower pollution level than two-
wheelers being manufactured in India today. The lean design strategy has helped
minimize weight, which helps maximize performance per unit of energy consumed and
delivers high fuel efficiency. The high fuel efficiency also ensures that the car has low
carbon dioxide emissions, thereby providing the twin benefits of an affordable
transportation solution with a low carbon footprint.
In May 2009, Tata Motors introduced ushered in a new era in the Indian automobile
industry, in keeping with its pioneering tradition, by unveiling its new range of world
standard trucks called Prima. In their power, speed, carrying capacity, operating
economy and trims, they will introduce new benchmarks in India and match the best in
the world in performance at a lower life-cycle cost.
Tata Motors is equally focused on environment-friendly technologies in emissions and
alternative fuels. It has developed electric and hybrid vehicles both for personal and
public transportation. It has also been implementing several environment-friendly
technologies in manufacturing processes, significantly enhancing resource conservation.

Through its subsidiaries, the Company is engaged in engineering and automotive
solutions, construction equipment manufacturing, automotive vehicle components
manufacturing and supply chain activities, machine tools and factory automation
solutions, high-precision tooling and plastic and electronic components for automotive
and computer applications, and automotive retailing and service operations.
Tata Motors is committed to improving the quality of life of communities by working on
four thrust areas – employability, education, health and environment. The activities
touch the lives of more than a million citizens. The Company's support on education and
employability is focussed on youth and women. They range from schools to technical
education institutes to actual facilitation of income generation. In health, our
intervention is in both preventive and curative healthcare. The goal of environment
protection is achieved through tree plantation, conserving water and creating new
water bodies and, last but not the least, by introducing appropriate technologies in our
vehicles and operations for constantly enhancing environment care.
With the foundation of its rich heritage, Tata Motors today is etching a refulgent future.

Commercial Vehicle Business Unit:
More than half a century of impressive presence and Tata Motors continues to provide
India with top of the line commercial vehicles. Tata Motors is India's largest and among
the worlds’ top five medium and heavy commercial manufacturers.
There are over 130 models providing a wide variety of commercial transport solutions.
A vehicle for every application - From 2 ton SCVs to 40 ton tractor trailers and from13
seater buses to 67 seater buses, Tippers to Special Purpose Vehicles, to 6x4 and 4x4 off
road vehicles and Defence vehicles – everything is covered under its product profile.
There are five major divisions under Commercial Vehicle Business Unit:
1. Small Commercial Vehicles
2. Light and Intermediate Commercial Vehicles
3. Medium and Heavy Commercial Vehicles
4. Buses
5. Defence Vehicles

It is the leader in commercial vehicles in each segment. In the domestic market, the
Company's commercial vehicles sales increased by 22.7% year-on-year to 458,828
units. The Company's market share in commercial vehicles was 61.8%. in FY-2010-11.
Commercial Vehicles: Product profile
Tata Ace
Tata super Ace
Tata Ace Zip
Tata TL/Telcoline/207 DI Pickup Truck/RX PICK UP
Tata 407 Ex and Ex2
Tata 709 Ex
Tata 809 Ex and Ex2
Tata 909 Ex and Ex2
Tata 1109 (Intermediate truck)
Tata 1512 (Medium bus chassis)
Tata 1612/1616 (Heavy bus chassis)
Tata 1618 (Semi Low Floor bus chassis)
Tata 1623 (Rear Engine Low Floor bus chassis)
Tata 1613/1615 (Medium truck)
Tata 2515/2516 (Medium truck)
Tata Star bus (Branded Buses for city, inter city, school bus and standard passenger
transportation)
Tata Divo (Fully built luxury coach)
Tata City Ride (12 - 20 seater buses for intra-city use)
Tata 3015 (Heavy truck)
Tata 3118 (Heavy truck) (8×2)
Tata 4923 (Ultra-Heavy truck) (6×4)
Tata Novas (Heavy truck designed by Tata Daewoo)
Tata Prima (The World Truck designed by Tata Motors and Tata Daewoo)
Military Vehicles: Product Profile
Tata LSV (Light Specialist Vehicle)
Tata Mine Protected Vehicle (4×4)
Tata 2 Stretcher Ambulance
Tata 407 Troop Carrier, available in hard top, soft top, 4×4, and 4×2 versions
Tata LPTA 713 TC (4×4)
Tata LPT 709 E
Tata SD 1015 TC (4×4)
Tata Winger Passenger Mini Bus

In comes a game
changing Product
from the
dominant leader
of the Indian CV
Industry
Small Commercial Vehicles
Tata Motors is leader in small commercial vehicles segment. Small commercial vehicles
consist of highly successful Tata Ace, Magic, Winger, 207 DI EX, RX-PICK UP, Telco line,
Xenon and recently launched Ace Zip and Magic Iris.
ACE LEGACY
From the Tata motors Ace is the product which is game changing product in the small
commercial vehicle industry.

Small commercial vehicle
overview
The above pie-chart represents the automobile sector in total of which commercial
vehicle sector holds 4.39% of the total which shows the sector/industry is yet to
expand in near future considerably.”TATA MOTORS” which is not only the market
leader in the CV segment but also the market dominator has bright future prospects
depending on the boom and growth of the CV segment.
As per the graph ,in the FY-12 TATA MOTORS has shown a growth of 75,000 units in
comparision to corresponding FY-11 by marking up growth % of 33 and has left
behind its competitors way back in the “ SCV SEGMENT”.

The above graph represents the commercial vehicle of TATA MOTORS and their
growth in respective financial years which clearly depicts the sub –one tonner is
growing at stupendous rate of 43% in comparison to its other counterparts i.e. pick-
ups and upper-end LCVs.
Current SCV market Scenario
 By 2015 SCV segment estimated 670000 units/year currently 180000units/year.
 SCV segment growth rate of 20%.
 Goods 70% + passenger carriers 23%.
 45% LCV + 55% M/HCV

SCV SEGMENT IN INDIA
The pictures represent the SCV family of different capacities of TATA MOTORS (CVBU).
Each having different and innovative features which have led TATA MOTORS to a
position never reached before and only dreamt of by the competitors. The reason of
competitors envy and TATA’S pride.
MARKET SHARE
In the financial year 2011-12,market share of Tata motors in LCV SEGMENT is more
than that other automobiles companies. Market share Of Tata motors is 58.3% which
is more than other automobile companies in India.

DEMAND DRIVERS
• GDP/IIP & Freight Outlook – High degree of correlation.
• Fuel price – diesel cost is lesser than petrol.
• Policy initiatives
• Discouraging the use of old, polluting, leading to incremental volumes in the
last 2yrs.
• Supreme court ban on overloading, leading to incremental volumes in the last
2yrs
• Scrapping vehicles > 15 years old ; potentially unleash a huge replacement
demand.
• Replacement Cycle- Declining from about 12 years to nearly 7 years now.
• Indian railways Freight Services- Vis-a –vis the railways, the share of road
transport currently stands at about 60%.
• SCVs have been able to created a new class of entrepreneurs; people who were
looking for alternative employment opportunities that enables them to earn
respect in society
• Easy availability of finance at low interest price.
• Improved roads

PEST ANALYSIS
POLITICAL :-
 Govt’s increased spending on infrastructure will directly increase
demand.
 Stringent emission norms and safety regulations could bring new
complexities and cost increases for automotive industry.
 WTO, Free Trade agreements and other similar policies could make the
market more competitive.
ECONOMIC :-
 Export demand for SCV decreased during downturn.
 High materials cost increases cost of production.
 Costlier finance.
 Increased Income will increase demand for freight movements
SOCIAL :-
 Status consciousness in rural India.
 Growth in the number of SMEs
TECHONOLOGICAL :-
o Constant up-gradation required to keep up with competitors.
o Emission Control Technologies to meet BSIV norms

Road infrastructure
Roads infrastructure plays a very vital role for any commercial vehicles because according on the
basis of roads new needs and wants were developed. For urban areas and rural areas different
kind of commercial vehicles required.
 3.2million kms road, 2% Highways, 12% of this 2% four lane.
 Traffic in cities, entry barriers/ timing barriers for heavy vehicles.
 Poor rural road connectivity.
 Ban of 3-wheelers on flyovers due to slower speeds and safety considerations.
 Pradhan mantri gramin sarak yojna

GAP ANALYSIS
THE IDEA OF A VEHICLE CALLED ACE ZIP : GAP ANALYSIS
Market Situation:-
1. Government plans of road network expansion.
2. Low GDP growth positively correlated with HCV penetration to LCV.
3. SCV segment established himself as self employment
Company Situation
TATA is a market leader in LCV segment but it lacked in below 600kg payload capacity.
Scope of enhancing the market share was there.
DEMAND SIDE GAP ANALYSIS
Demand side gap: Large trucks
 Not allowed in cities during daytime.
 High per unit transportation cost and road conditions made them unsuitable
for rural market.
Demand side gap: Three wheelers
 Banned in certain metros to avoid congestion.
 Not allowed in highways due to speed and safety concerns.
 Didn’t enhance the social value of the user.
Demand side gap: Four wheelers
 Lesser driver salary of 3wh.
 Rented cost of three wheeler is lesser.
 Three wheelers easily move in congested places
 Lower price of three wheelers.
Supply side gap
 Supreme court ruling on overloading norms.
 Need of a product in portfolio that was immune to cyclical demand
fluctuations


GAP ANALYSIS: VALUE NET MODEL :
 Customers: Balanced perspective and
ROI sensitive customers
would buy the product.
 Suppliers: TATA could utilize its existing
Supplier base.
 Competitors: There is heavy competition
Identified in the product
segment.
 Complementors: The Government road
network improvement
schemes, improved
freight rates and healthy
GDP targets
GAP ANALYSIS : COMPANY STRATEGY :
Basis of Strategy:
The basis strategy is value net model.
Strategy Adopted:
The strategy adopted is new product development.

ANSOFF MATRIX
MARKET PENETRATION:-
A product which has already introduced in market, for the further development of
product, we can penetrate this product to the existing market.
Ex:-In TATA MOTORS,ACE is a such product, which is already exist in market, for its
further development, we can do more advertisement or we can give more offers on
this particular product.
PRODUCT DEVELOPMENT:
When a product is new to the existing market.
Ex:-Initial stage of “ACE ZIP”
MARKET DEVELOPMENT:
When product has introduced to the market, but customers aren’t aware about the
product.
Ex:-After introduction of ACE ZIP.
DIVERSIFICATION:
When the product is already exist in market,again we introduce its sub part.
Ex:-ACE->ACE ZIP

PRODUCT DESIGN
WHY DESIGNING THE ACE ZIP
Enhancing Overloading Capacity
 Per unit cost of transportation perceived as much as desired quality.
Acceleration not of much importance.
 Higher payload & larger loading area has been required.
Engine Selection
 Basically air cooled engine has been used which leads shorter trips and
high maintenance cost.
 Higher capacity engine requirement( approx 400cc engine is being used
in the market) .
Safety, Comfort and Style
 4wheel stability and full frontal collision protection requirement.
 Stylish exterior and interior required which elevates social status.
 Customer does not prefer much handle bar type steering and
constant mesh gearbox.

PRODUCT
PRODUCT SPECIFICATION
Tata motors has launched their new micro pick up truck Tata Ace Zip in India. Tata Ace
Zip is powered by a 611-cc, 11 Bhp-31 Nm indirect injection diesel engine. Tata Ace Zip
comes with an impressive warranty of one year/36,000 kilometres.
Tata Ace Zip is an ideal micro truck to maneuver in city narrow streets since it has a
turning radius of just 3.5 metres. The micro pick up truck is expected to give a mileage
of 25 KMPL.
Tata Ace Zip comes loaded with safety features like retractable seat belts and a sturdy
all steel cabin, which ensures complete safety for its occupants.

PRODUCT FEATURES
TATA ACE ZIP PRODUCT DIFFERENTIATION
TATA Ace Zip Differentiation-Versatility:
 Ideal for both city and rural areas.
 Bigger loading area i.e. 600kgs payload and 5.5ft*4.85ft which is highest
in this segment.
 Better gradeability i.e 22% which is highest in this segment.
 Rigid front axle for Indian conditions & low turning radius of 3.5m.
 12” radial tyres give higher ground clearance.
 The truck-like strength of the front Mc Pherson strut and rear coil
spring suspension provides a smooth riding experience.
 Usage range from vegetable vendors to cargo pickup to any cargo
transport.
TATA Ace Zip Differentiation - Savings :
 Comfortable conditions for the driver and water cooled engine allow ACE
Zip to long lead trips per day.
 Flat, bigger loading area and 53%more power and72% more torque than
3wh allow ACE Zip more trips per day gives a fantastic opportunity to earn
higher business revenue.
 Less frequent oil change (intervals at 10000kms) thick wiring, no leakage as
compare to 3wh ,hence low operating cost.
 Low operating costs ,Higher revenue and highly reliable i.e. cost per
transportation is less – an altogether safe investment for small
businessmen

TATA Ace Zip Differentiation -Safety:
• Four wheel design and four bolted wheel design improves stability enabling
you to drive all kinds of road stress free.
• Front collision protection and seat belts gives you a best in class safety.
• Powerful headlamps offer superior visibility.
• Wider wind screen and large rear view windows improves visibility and
allows you to drive confidently
• Strong steel body provides you protection from rain, sun, cold etc.
• Lockable glove box for important documents.
TATA Ace Zip Differentiation - Comfort:
• Steering wheel , foot operated ABC controls, dashboard mounted gear shift
lever and adjustable driver seat ergonomically positioned for comfort.
• Spacious cabin with wide doors.
• Generous legroom, shoulder room and head room which elevates car like
feeling, Less vibration and cabin noise reduces stress.
TATA Ace Zip Differentiation - Performance:
 Water cooled ,single cylinder engine with capacity 611cc
 engine delivers a power of 11hp @ 3000rpm
 Torque of 3.16mkg
 Gradability of 22% and top speed of 50km/lt.
 Meets BSII and BSIII standards.
 Heavy loads can be conveniently placed in the load body.
 The 4+1 synchromesh gear box gives smooth riding.

TATA Ace Zip Differentiation - Style:
 Stylish exteriors which elevates your social status.
 Stylish headlights which look different and stylish.
 Stylish digital instrument panel which is well illuminated for improved
visibility.
 Stylish dashboard gives car like feeling.
 Provision to easily install a music system

MARKET RESEARCH
MARKET RESEARCH OBJECTIVES :
1.Awarness regarding product
2.Assess were demand for the product existed.
3.Co-create ACE ZIP:”from the customer to the customer”

RESEARCH METHODOLOGY:-
The purpose of methodology is to describe the process involved in research work. This
includes the overall research design, data collection method, the field survey and the
analysis of data.
SOURCE OF DATA COLLECTION:
PRIMARY:
For my survey primary data have been used as a questionnaire to collect the data.
RESEARCH DESIGN:
Research Design is the arrangement for conditioned for data collection & analysis of
data in a manner that aims to combined relevance to research purpose with economy in
procedure. A research design is a master plan or model for the conduct of formal
investigation. It is blue print that is followed in completing study. The research
conducted by me is a descriptive research. This is descriptive in nature because study is
focused on fact investigation in a well-structured from and is based on primary data.
RESEARCH PLAN:
Type of study: For completing my study I have gone for sample study because looking at
the size of population & the time limitation it was not convenient for me to cover entire
population. Hence, I have gone for sample study rather than census study.
SAMPLING PLAN:
A sample design is a definite plan for obtaining a sample from a given population. It
refers to the i) random sampling technique and ii) snowball technique or the procedure
that researcher would adopt in selecting items to be inched in the sample i.e. the size of
sample. Sampling plan is determined before data are collected.
STEPS IN SAMPLING PLAN:
SAMPLING FRAME:
The list of sampling units from which sample is taken is called sampling frame. Orrissa
City map was studied thoroughly and samples were selected from the place in a
scattered manner to get effective result.
SAMPLING SIZE:
Total sample size is 250. The following sample size according to area wise is as follows:
Bhubaneswar
Puri
Nayagarh
Khurda
Jatni

SAMPLING PROCEDURE:
The selection of respondents were accordingly to be in a right place at a right time and
so the sampling were quite easy to measure, evaluate and co-operative. It was a
randomly area sampling method that attempts to obtain the sample of convenient.
ANALYSIS:
The important factors and data’s collected were sequentially analyzed and graphed.
FIELD WORK:
I have collected the data through medium called questionnaire collecting the responses
from 250 people in all. I had done my field work in the following area. Bhubaneswar,
puri nayagarh, jatni, khurda . I started my project very first educating the respondents
about my entire project, and ask them to co–operate with me. Mostly all the
respondent were aware of this type of surveys. So I didn’t face any type of difficulty
during my project in the process of explaining and taking their responses on the
questionnaire.
Contact method:
Personal interview

PRODUCT 4P’S
Product
• One that
integrates
three
wheeler
and four
wheeler
features
Price
• Shouldn’nt
be
substantiall
y higher
than of
three
wheelers
Place
• Potential
market
existed
both in
urban and
rural areas
Promotion
• Purchase
decision
would
incorporate
some
emotional
and
functional
considerati
ons

Existing competition
In commercial vehicle sector, the strong competitor of ACE ZIP is piaggio ape. Whereas TATA
ACE is also giving a strong competiton to ZIP. Force motors, Bajaj and Mahindra are also in the
queue of competition with ZIP.
In the SCV(0.5tonnes) there are two type of commercial vehicle is one 3wheeler and other is
four wheeler.

PLAYERS IN 3 WHEELER CATEGORY
In the 3 wheeler category 3 major players exist in the market they are:-
1. Bajaj- GC Max/ RE600
2. Piaggio – Ape
3. M&M Champion
Particulars Bajaj –
GC MAX/RE600
Piaggio –
Ape
M&M –
CHAMPION
Variants available Diesel, Petrol,CNG Diesel, petrol, CNG Diesel,CNG
Mileage 30-35 30-35 30-35
Max. Speed 45 65 50
Price(lacs) 1.53 1.45 1.9
Payload 530 534 685
Warrenty 24 months 24 months 24 months
Variants Yes Yes Yes
Positioning High performance, good
mileage and almost nil
maintenance
High on prestige, Low on cost,
good mileage , less
maintenance and best load
pulling capacity
More space,
more savings
and more
comfort.
Inbuilt value
added
features

PLAYERS IN FOUR WHEELED CATEGORY
In the four wheeled category there are three major players :-
1. Force- Trump-15
2. Piaggio – Ape Mini
3. M&M Gio
Particulars Force-
Trump-15
Piaggio –
Ape mini
M&M –
Gio
Variants available Diesel Diesel Diesel
Mileage 29 29 30
Fuel tank 18 10.5 10.5
Price(lacs) 1.78 1.64
Payload 790 503 500
Warranty 12 months 15months, 60,000kms
Variants/customized No Yes Yes
Positioning High performance, High
pickup, high payload
capacity
High on prestige, Low on
cost, less maintenance and
comfortable
Low on cost, fuel
efficient, less
maintanance

Segmentation
FUNCTIONAL MARKET SEGMENTATION
The target segment of the Tata ace zip is the existing 3wheelers market category. And
replaced it into the 4wheeler segment with better features.

CUSTOMER MARKET SEGMENTATION
CUSTOMER MARKET SEGMENTATION
Performance Sensitive Customers :
1. Interested in staus,brand image and speed.
2. Willing to pay higher price foe better features.
3. Currently using cars or large SUVs to haul goods
Perfor
mance
sensiti
ve
Balance
Perspecti
ve
ROI – Based
Decision
Acquisition Price
constrained
Bottom of the Pyramid

Balanced perspective customers :
1. Wanted return on investments.
2. Owner-Entrepreneur’s.
3. Wanted comfort and convenience features.
4. Forced to purchase 3-wheelers as other product were above budget.
ROI sensitive customers:
1. Purchased based on lowest cost per mile of transport.
2. Not interested in non monetary purchase consideration.
3. Include fleet owners/operators and some individual owners.
Acquisition price constrained customer:
1. Lacked credit.
2. They would preferably purchase 3-wheelers.
3. No financial means to purchase even slightly expensive vehicle.
Bottom of Pyramid
1. Could not afford motorized vehicle.
2. Size of the segment is unknown.
3. Involve in small business.
4. With increase in prosperity people from this segment move upwards.
5. Uses bullock carts, bicycle rickshaws or manual methods for goods transfer.

Targeting
TARGET INDIVDUAL CUSTOMERS
Generally individual customers looed for ROI(i.e return on investment),they give more
importance to price of the vehicle, as the increase of fuel price,they looked for fuel efficiency of
the vehicle,and most important thing is durability and safety of the vehicle,whats the payload
and comfort level of the vehicle.
TARGET MARKET INCLUDE
The target market of ACE ZIP is,people who are planning to purchase 3-wheelers,because ACE
ZIP is made to replace the 3-wheeler in the market.It generally target to the captive and
semicaptive markets,because in these markets people see their profit in low cost.They
generally use vehicles in commercial purpose,here it is easy to penetrate a new product,which
gives the more profit in low cost.
Target market included
People planning to purchase
3 wheelers
Potential pickup and LCV
purchasers
Captive, Semi-captive
markets and FTUs
Targeted individual customers who looked for
ROI
Price, fuel
efficiency, manoeuvrabilityof
3 wheelers
Safety, durability, additional
payload and comfort of 4
wheeled truck.

Positioning
“ Bussiness ka naya rasta” --
Positioned as self
employement”
Goodness of Ace Now in a
Smaller size” --
Positioned as trust, power,
reliability of ace is with zip also

Positioning statements
From the above figure it tells that,
ACE ZIP is India’s first micro truck, a product which full-fill
the all needs in lesser price.
When someone uses 4-wheeler rather than 3-wheeler, it shows his social
status, he must be feel good about his job.
Though already people have trust on ace, it’s the smaller part of ace, it also
show the same trustworthyness, which has already created in customer mind
by ACE. Its transportation is safe secure for long distance.
India's first MICRO TRUCK
A product for all your needs in lesser price
Feel good about the job
Stability and trust for big truck
Trustworthiness of ace
Transportation at the last mile

Competitive positioning

Current market position
The current market positioning of ace zip:-
I. Compete with 3 wheeler by its benefits
II. Differentiate with Tata Ace

ACE ZIP : PRODUCT LIFE CYCLE
Generally product life cycle has 4 phases.
I. Introduction stage
II. Growth stage
III. Maturity stage
IV. Decline stage
Product life cycle of ACE ZIP-It has already introduced in market,now ACE ZIP is in
growth stage.
In this stage it requires aggressive advertisement to create awareness regarding
product. Its the peak stage of any new product.

PRICING
PRICING OBJECTIVES:
• Product – Quality Leadership
• Perceived Quality higher than competing 3-wheelers
• Priced just beyond the max price of 3- wheelers at Rs.210000
• A premium on the price of three wheelers
ACE PRICING :
Analyzing competitors costs, prices and offers:
• Competitors sold at lesser price than the target price of ACE Zip.
• The value package of Ace zip was however higher than the
competitors.

Distribution
Distribution network: Hub and Spoke Model
3S TO 1S Approach
• A sales outlet every 40 to 50 kilometers.
• Only Sales store compared to traditional
‘Sales, Services & Spares.
• Existing dealerships acted as hubs and set up
1S dealerships
• 3S has been setup according to the areawise.
• Each dealer set up area wise stores it can be up to 20 stores.

Promotion
The Target Audience :
• 1.Three Wheeler Owners
2. Owners of Trucks
3. Trucking Fleet Owners
4 .First time LCV purchasers
ACE ZIP is made for replacing 3-wheelers in the current market.for promotion of ACE ZIP,
The first target audience is three wheeler owners.owners of trucks are also target audience
Because,they will get same profit but in low cost by using mini truck rather than truck.
Target segments
• Hardware and paints
• Consumer
durables(FMCDs)
• Agriculture loads,
• White goods,
• Fast moving consumer
goods(FMCGs),
• Electrical items
• Industrial goods
• Stationary
• Building materials
• Bakery items
• Furniture
• Tiles and marble,
• Gas cylinders
• Soft drinks
• Courier services
• Print material
• Wine distribution
• Vegetable and fruit
vendor
• Chicken and egg
distribution
and more………………

COMMUNICATION OBJECTIVE
Good Brand awareness of the umbrella
brand, TATA ACE
To communicate the benefits of the
product, ACE Zip
To develop a positive brand attitude
among the target customer group.
To translate the positive brand attitude
into sales.
DESIGN THE COMMUNICATIONS
Message strategy:-
o Dealers were educated in the benefits of ZIP versus the competiton.
o Use of local language for communication.
o India’s first micro truck.
o The core message was created around new opportunites that ACE would
provide its customers.
Creative strategy:-
Emotional benefits of producti.e better social status.
Informational appeal of product i.e load capacity.
Message:-
Tata: a trusted source of information

COMMUNICATION CHANNEL

SERVICING MIX
3PS OF SERVICE
PROCESS-
• Free training to rural Mechanics.
• Free tool set and signboard.
• Provision of spare parts and lubricants to mechanics and customers.
• Necessary help in case of major accident.
PEOPLE-
• Dedicated dealers.
• well trained machines.
PHYSICAL EVIDENCE-
• “TASS”.
• Mobile workshops.
• Service outlet every 40-50kms

CUSTOMER RELATIONSHIP
MANAGEMENT(CRM)
WHY CRM?
• Low rating in sales satisfaction.
• Needed a centralized customer database.
• Respond Promptly to customer requests.
• Required better feedback on product quality.
• Effective measurement of campaign
CRM : Give TATA ACE Zip an edge

LAUNCH & RESPONSE
LAUNCH
• Launched in May 2011
• Targeting majorly 3wheeler users.
• Priced at Rs. 1.95 lac.
• Produced in Pantnagar and Dharwad plant.
• All over country it has been launched.
RESPONSE
• The ACE Zip has not received that much success rate as the Ace did, according
to Tata motors expectations but newly vehicle was positively received by the
users.
• The initial sales figures are motivating.
• The Ace Zip has yet to create an another historical event in the CV industry.

BCG MATRIX
• In BCG matrix,4 qudrants are there,
• Stars-where both market share and market growth are high.
• In TATA MOTORS,ACE can be placed in star position,because market share and
market growth of ACE is high.
• Question Marks-Here market growth i.e cash usage is high,but market share i.e
cash generation is low.
• In TATA MOTORS ACE ZIP can be placed in that position.
• Because that product is new to the market,and people are unaware about the
product, so that market share of the product is low as per the market growth
rate.

SWOT ANALYSIS
STRENGTH:-
 Strong brand name of TATA
 Part of ACE family advantage
 Good consumer relationship
 Continuous innovation
 Position of finance to buyers
Weakness:-
 Higher cost.
 Spare parts un availability
 Complaints on slow brakes
Opportunity:-
 Rural Market
 Positioned to SMEs
 High groth rate of LCV segment
 Low freight rates, Higher GDP targets
Threats:-
 Further Fragmentation of market
 Increased competition, Creation of new segments by
 M&M Gio, Somehow it has to compete with ACE also.

Branding
ACE ZIP : MAKING OF A BRAND
To make brand of any product there are five important drivers:-
i. Value
ii. Emotional connection
iii. Accessibility
iv. Awareness
v. Relevant differentiation

UMBRELLA BRANDING : THE TATA LEGACY
• ‘Pride of India’
• Emotional attachment
• Trustworthy
TATA ACE AS A BRAND
• Revolutionary Game changer in the LCV segment
• 70% market share in LCV segment
• Good brand image in LCV segment
TATA MOTORS BRAND –
• Other part of a coin
• Arrogant

Rural focus
Rural Markets – Huge Potential
“ India's plans to link villages with towns and towns with cities across the country, through
world-class highways and all-weather roads, is going to dramatically change lifestyles, both in
terms of transportation of goods as well as people. Tata Motors, India's leading auto
manufacturer, is gearing itself to address and accelerate this transformation”
-- Shyam Mani, VP (sales and marketing),
Commercial Vehicles, Tata Motors.
• 56% of the national Income.
• 64% of the total expenditure.
• Predicted to be Rs. 16 trillion by 2012-2013
• Construction of rural roads are in full swing.
• Needed for transporting agricultural yeilds and to deliver small lots of CPGs.
RURAL INDIA – ROAD TRANSPORTATION
Common modes of transport in villages –
• Bullock carts
• Human labour
• Three wheelers
Disadvantages --
• Longer lead times
• Shrinkage
• Poor transportation – Longer cash conversion cycle
• Hinder a high standard of living

TATA ACE ZIP – RURAL MARKETS FOCUS
Demand for
• Small trucks delivering on full truck load basis.
• Cost effective transport for last mile delivery in supply chain
• Safe transport, lower operating cost for low income group.
• Tata lowest attractive priced cargo brand positioned itself in the rural
markets.
• Lower payload necessity.
BENEFITS OFFERED
• Training of rural mechanics free of cost
• Free tool set and display at garage.
• Mobile Workshops

DATA ANALYSIS and INTERPRETATION
1. Are you using Commercial vehicle?
In the survey we have meeted that 66% of the customers who have owned the commercial
vehicles and 34% of the customers are those who hired the commercial vehicles from the vendors. If
we see the FMCG sector 89% consumers has owned there commercial vehicle but in FMCD sector the
owned commercial vehicle is just 6% and hired commercial vehicle is 94% i.e. the growth
opportunities in this sector very much higher.
2. If owned or hired which commercial vehicle are you using?
Currently the market share of piaggio is higher than the other commercial vehicle market
players. Tata Ace zip has very less market share of 7% only. So the company have the growth
opportunities.
34%
66%
Users
hired
owned
7%
63%
21%
9%
Users
Tata zip
piaggio Ape
mahindra alfa
bajaj GC
11%
89%
FMCG
HIRED
OWNED
94%
6%
FMCD
HIRED
OWNED

3. Purpose of using your commercial vehicle?
The purpose of using the commercial vehicle for own use is 47% and for rent is 42 % So the
total captive market share is around 89% and semi captive market share is only 11% . So, the
companies have great opportunities in captive market.
4. It is your own decision or influenced by others?
The 66% of the purchasing decision has been influenced by the promotional modes like
friends and relatives, brand name, advertisement, additional benefits and others.
42%
47%
11%
Purpose of using commercial vehicle
For rent
Own use
Both
24%
18%
13%
12%
33%
It is your own decision or influenced by :
friends and relatives
brand name
Additional benefits
Advertisement and others
OWN

5. Why you have preferred this SCV, the benefit behind taking this SCV?
A customer buying decision is highly depends on the Low maintenance cost of a SCV vehicle.
As the Ace Zip has a very low maintenance cost so it will be attractive to the customers.
6. If you are not satisfied with your SCV. Why?
The customers are not fully satisfied with their SCV due to high maintenance cost of SCV. As
the ACE zip has low maintenance cost , so the company has to promote this benefits more.
74%
17%
7%
2%
The main benefit behind taking a SCV vehicle
low maintenance cost
high mileage
safety
comfort and style
56%
19%
8%
17%
If not benefited Why?
High maintenance cost
Low mileage
No comfort and Style
No safety

7. How many trips you will do in one day?
Majorly people will do 1-2 trips per day and 40% of the customers will do 3 to 10 trips per
day. In every condition ACE zip will be idol for many trips and generate higher revenue, so
more you trip more you gain.
8. Is the pricing affects your buying decision?
From this survey we got to know that pricing is the important decision during buying of any
SCV.
57%
32%
8%
3%
Trips you will do in one day
1-2 trips/day
3-5 trips/day
6-7trips/day
8-10trips/day
64%
22%
4% 10%
Is the pricing of vehicle affects your buying decision ?
stongly agree
midly agree
neither agree or disagree
midly disagree

9. You have taken your SCV on :-
Most of the customers has buyed their SCV on EMI. So better EMI or finance options will
attract to the customers and people can preferred more ACE zip over the other market
players.
10. When it come to lesser payload (500-650) category which comes first in your mind?
In SCV market piaggio dominance we can see in this SCVmarket. People first choice is
piaggio.
75%
25%
Buyed SCV on :
EMI
Cash
68%
15%
10%
7%
Which SCV in 0.5tonne comes first in mind ?
Piaggio
Mahindra
Tata
Others

11. Would you prefer a SCV which matches your social status?
Today the customers are more social status conscious regarding their commercial vehicle
also. They prefer that vehicle which matches their social status. So in this case Tata Ace zip
can push itself more towards brand image.
12. Is the loading capacity and volume is important criteria in selecting a SCV?
As the 76% of the customers are strongly agreed with that the loading capacity and volume
is the important criteria for selecting a SCV.
48%
30%
22%
Preferred vehicle matches social status
Yes
No
Can't say
76%
22%
2%
Important criteria in selecting a SCV is volume and load
capacity.
Strongly agree
Midly agree
Neither agree or disagree

13. Which engine you will prefer more?
Most of the person’s preferred powerful engine with more cost as the ace zip engine is very
much powerful as compare to the other SCV.
14. Would you prefer a higher ground clearance SCV :-
Around more than 50% of the peoples are agreed that they will higher ground clearance SCV.
Currently in the market Ace zip has the highest ground clearance.
65%
35%
Engine You Preferred
Powerful engine with more cost
Moderate engine with low cost
38%
19%
33%
10%
Preferred higher ground clearence
Srongly agree
midly agree
neither agree or disagree
midly disagree

15. Are you satisfied with the frequency of oil change :-
From the graph we got to know that Tata owned vehicles have fully satisfied customers is
maximum as compare to other SCV market players in the commercial vehicles industry.
16. Which type of steering would you prefer :-
From the survey we got to know that the customers preferred the circular type steering
more that is an added advantage over other SCV because ace zip only has circular steering.
piaggio
mahindra
tata
piaggio mahindra tata
fully satisfied 30 24 68
partially satisfied 44 50 20
unsatisfied 28 26 12
Frequency of the oil change
36%
28%
36%
Steering you preferred
Mechanical-rack and
pinion(circular steering)
Handle bar type
Any type

17. Is the drivers comfort is very much important aspect in selection of SCV :-
There are two type of owners first is the owners who itself is a owner and other who are non
drivers, so in the case of driver as a owner they will see comfort as a important aspect they
wanted a feel good factor while driving.
18. Would you prefer a SCV with good mileage and power :-
The customers needed a SCV which has good mileage and power which will generate a high
revenue. As the ace zip has a high power due to high cc engine provides great power and
mileage.
strongly agreed
midly agreed
neither agreed or disagreed
midly disagreed
strongly agreed midly agreed
neither agreed or
disagreed
midly disagreed
owners(drivers) 44 28 16 12
owners(non-drivers) 77 20 3 0
Drivers comfort is important aspect
74%
14%
12%
Need a SCV with good mileage and power
stongly agreed
midly agreed

19. Is the water cooled engine is better than air cooled engine :
The customer has preferred water cooled engine more than the air cooled engine and ace
zip has water cooled engine so customers will prefer more in future.
20. Is the exteriors and interiors is important aspect in selection of SCV :-
In case of owners as well as driver SCV exterior and interior is important aspect in their
buying decision because it matches there social status.
54%
23%
13%
10%
Water cooled engine better is than air cooled engine
strongly agreed
midly agreed
neithet agreed or disagreed
midly disagreed
strongly agreed midly agreed
neither agreed or
disagreed
midly disagreed
owners(drivers) 59 24 10 7
owners(non drivers) 35 20 25 20
SCV exteriors and cabin interiors are important aspect

21. Are you aware about Tata ace zip?
The aware regarding ace zip is very less around 10% customers only fully aware regarding
Ace zip.
22. Is the price of SCV affects your buying decision :-
More than 70% of the customers said that Price affects their buying decision. On the price of
SCV they will decide whether they have to take a SCV or not.
10%
60%
30%
Awareness regarding Zip
Fully aware
partially aware
unaware
44%
22%
20%
14%
PRICE
STRONGLY AGREED
MIDLY AGREED
NEITHER AGREED OR
DISAGREED
MIDLY DISAGREED

23. Is the price of Ace zip is reasonable for you :-
As the customers are not fully aware regarding ace zip properly they think that the price of
ace zip is quite high.
24. Does the new features of Tata ace zip(like better clutch, bigger radial tyres, adjustable
drivers seat, digital instrument panel, stylish exterior and interior) motivates you :-
The ace zip new features attract the customers and motivate them to buy this new Ace zip.
So company should aware about these features more.
29%
21%
37%
13%
PRICE of ace zip reasonable
STRONGLY AGREED
MIDLY AGREED
NEITHER AGREED OR DISAGREED
MIDLY DISAGREED
58%22%
12%
8%
New Features of zip motivates you
Strongly agreed
Midly Agreed
Neither Agreed or
Disagreed
Midly Disagreed

25. Is the after sales service affects your buying decision :-
This is the major portion where customers buying decision affects i.e. after sales service if
the company’s after sales service is good than it can attract customers easily.
26. Would you prefer company customized SCV rather than doing it on workshops :-
Customers would prefer more if company will provide SCV according to their needs and
want.
92%
5% 3%
Is the after sales service affects your buying decision
strongly agree
midly agree
neither or disagree
59%19%
11%
11%
Prefer customized SCV
strongly agreed
midly agreed
midly disagreed

27. Are you interested in taking Ace zip for future purpose :-
From the survey we got to know that many customers are interested in taking a Ace Zip.
28. Tata respond to the customers
From the survey we got to know that tata respond to the customers is very unsatisfied
among the peoples
18%
70%
12%
Are you interested in taking Zip in near future purpose
interested
interested but not in near
future
Not interested
30%
70%
Respond to customers
Satisfied
Unsatisfied

29. Customer relationship with the company’s
From the survey we got to know that the piaggio has the best customer relation and the
tata has the least rank in the customer relation
30. Tata after sales service
Tata after sales service is also not so good above 50% of the persons are unsatisfied with
the Tata after sales service
reach to customer respond to customer
mahindra 5 4.5
piggaio 3.4 3.2
tata 2 2.5
AxisTitle Customer relation
38%
58%
4%
Tata after Sales service
satisfied
partially satisfied
dissatisfied

Findings
i. There was market for a vehicle that offered price, fuel efficiency and maneuverability of a
three wheeler but with the safety, durability, additional payload, higher revenue and
comfort of a four wheeled truck .
ii. 56% Customers are looking for a social status and they viewed four wheelers as a higher-
status vehicle.
iii. Customer wanted a product that would travel across the length and breadth of the country
and would withstand overloading.
iv. People wanted a vehicle with a feel good factor for the driver.
v. In order to convert the prospective consumers into potential consumers the price had to
below 2lacs
vi. 55 % of the ACE customer base would come from people have 3wheeler or planning to
purchase 3wheelers.
vii. While buying a commercial vehicle customer majorly preference or see low maintainance
cost and high mileage in a vehicle.
viii. 65% of the TATA customers are unsatisfied with the after sales service.
ix. 75% of the customer have taken their vehicle on EMI
x. 70% of the customers will do 2-3 trips in a day.
xi. 90% of the customers are partially aware or unaware regarding TATA ACE Zip.
xii. 59 % of the customers strongly agreed that they would buy company customized vehicle
rather than doing it on workshops.
xiii. Tata respond to the customers is unsatisfied among the customers.

Recommendations
1. For awareness regarding zip :-
Do the Road shows like- “Trip with Zip”
By this programe TATA motors should get to the targeted customers –FTUs, Captive,
Semi-Captive.
A set of improvements that needed that should be targeted four key areas –:
• Customer segmentation and engagement needed.
• Dealer network optimization.
• Sales pipeline management.
• Sales process enhancement.
•
2. As the 85% of the customers are motivated on the basis of operating and revenue cost
Aware about the Low operating cost and high revenue cost .
3. Long lasting vehicle (generally person mindset that have a life of 5 to7 years).
4. Positioned a zip as a “opportunity for self employment”
5. Advertised zip as a Zabardast Indian Pehchan .(ZIP)
6. As the zip means nothing –So you can relate it as a ‘nothing is impossible’ .
7. As the Ace zip is newly launched vehicle it should offer schemes like more servicing or
some extra benefits(like discount offer). So that the people will get more attracted
towards the vehicle.
8. Positioned it as a ‘cost per transportation is less’ it means you have as many trips as you
can but the maintenance cost and operating cost will be low against the three wheeler. So
that “More you trip lesser you pay”
9. Differentiate with Ace in a category i.e. Ace and Zip are made for two different segment.
10. Slow brake problem should be resolved.
11. Service issues and spare parts unavailability issues should be cleared.
12. As the Tata Ace has a market share of 69% So, it has a strong base and hold in the market
so that base should be targeted or utilized first for the sale of Ace zip.

Bibliography:
1. Kotler Philip, Marketing Management, analysis, planning implementation
and control, Prentice Hall of India Publishing, New Delhi.
2. “Business Research Methods” By Donald R Cooper, Pamela S Schindler.
3. “Consumer Behavior” By Hawkins (Tata McGraw Hills)

3WH VS TATA ACE ZIP VS TATA ACE
Piaggio Ape 3wh Tata Ace Zip Tata Ace
Payload 500kg 600kg 750kg
Ex-showroom price 1,69,000 2,15,000 3,39,000
Availability of finanace High Moderate High
Downpayment 20% 15-20% 10%
Interest rates 10.9% 15-20% 15%
RTO 10,750 26,500 26,500
Loan tenure 3 years 3 years 3 years
Insurance 6897 16800 18585
Downpayment+ins+RTO 62,547 75,500 78,985
Emi 4000-5000 6200-7000 8500-9500
Overloading
Trustworthiness
Resale value
Upto 800kg
High
Moderate
Upto 900kg
Moderate
Moderate
Upto 1500kg
Very high
High

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