sales promotion & marketing research of tata motors

1. SUMMER TRAINING SYNOPSIS
ON
“SALES PROMOTION AND MARKETING RESEARCH”
AT
TATA MOTORS
Submitted To
Summer Training Project Report
Submitted in the partial fulfillment of the Requirement for the award of the Degree of Master’s in
Business Administration
Submitted by:-EKBAL HUSSAIN (Roll # 1522505)
Under the guidance of MR. Dhruv Dhir
Department of Management
IH Group of Institutions
INNOCENT HERATS GROUP OF INSTITUTIONS, JALANDHAR
2015-2017

2. DECLARATION
I hereby declare that the Project report titled “SALES PROMOTIOPN AND
MARKETING RESEARCH” is my original work and has not been published
or submitted for any degree, diploma or other similar titles elsewhere.
This has been undertaken for the purpose of partial fulfillment of Master’s
in Business Administration at INNOCENT HERATS GROUP OF
INSTITUTIONS, JALANDHAR.
Date: Ekbal Hussain
MBA 3rd Sem.
Roll# 1522505
IHGI, Jalandhar

3. Company profile
INTRODUCTION TO TATA MOTORS
Tata Motors Limited is India's largest automobile company, with consolidated revenues of
Rs.70,938.85 cores (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 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.

4. 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 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).
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

5. 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.
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.
LITERATURE REVIEW
The report of (FICCI-2007) specified the overview of automotive industry of India and
explained the added advantages of automobile industry in India. According to this article India
has high potential of automobile industry, which contributes 4%GDP in Indian economy. Indian
automobile industry offers different types of automobiles such as cars, scooters, bikes, busses,
trucks, jeeps, tractors and all types of two wheelers, three wheelers as well as four wheelers.
Indian automobile industry includes nearly 500 huge firms as well as 1000 small scare registered
firms that are offering automobile services to the customers. India is having huge benefits
because of managing automobile industries as its major sector and it is getting many
technological benefits, cost and manpower advantages etc.

6. The Auto Ancillary Industry is the world famous R&D test center in India for automobile
verifications that can be considered as one of the competitive advantage to Indian automobile
industry. According to the World automobile statistics, India is the fast growing market sector
for cars in the year 2004 and it is the second largest two wheeler market sector in the world and
third largest three wheeler dealer in the world. According to this statistics India is the fourth
largest market, which is having high tractor sales in the world.
Research work is required in order to specify the detailed statistics on these aspects that reveals
the standard of Indian automobile industry in the world.
The information and statistics on Indian automobile industry is included in this article, which can
be considered as the most significant aspect in the entire research process.
According to the report of KPM (2010) Indian automobile industry is a developed industry
that is having high opportunities when we compare among the others industries. Indian market is
an open door for many opportunities and it is having wide range of employment opportunities.
Because of presence of a higher population the work prospects are also high which is allowing
Indian customers to depend on vehicles to manage their daily activities. These reasons lead to
huge demand for automobile vehicles in India and for this reason many automobile companies
are offering wide range of vehicles according to customer preferences. This article even
explained the significant information on automobile sector of India and even specified the
information on growth and development of Indian automobile industry. The information on short
term and long term sectors of Indian automobile industries are explained clearly.
The future work is required in order to give a clear idea on developmental factors that lead to
development of Indian auto industry.
The significant information on Indian automobile industry is described in this article, which is
significant aspect for research process.
Protection: 1970-84 —Macro Economic Environment
During the protection phase, the industry’s output was controlled by licensing production
capacity and restricting output to single models so as to minimize the foreign exchange outflows
due to the imports of components. Industrial policy did not allow capital imports or foreign direct
investment (FDI). Further, complicated rules on imports made access to technology difficult and
slowed down the learning process of firms.
Market Structure and Technology
The market structure was concentrated with entry barriers and restrictions to creating capacities and
adding new product lines. While General Motors and Ford shut down their operations in India, business
groups like the Birla and the Walchand group entered the industry. In 1960, there were three
manufacturers, initially producing with licensed technology from US, UK and Italy; Premier Automobiles
limited, Hindustan Motors and Standard Motors private limited, each producing very small outputs and
Mahindra manufacturing jeeps. Product specific licensing policy forced companies to enter niche
segments where each 7 enjoyed a monopoly. The market structure was thus concentrated and the firms
relied on licensed technology and foreign equity participation as the means to growth. In mid-seventies,
the commercial vehicle industry was allowed unlimited production capacity and an automatic capacity
expansion of 25% every five years.

7. External Institutions
Supplier capabilities
Objectives of the study:
 To know the special features of TATA Motors.
 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.
Research Methodology:-
According to A.H.R. Dalen’s: “Sales promotion means any steps that are taken for the purpose of
obtaining increasing sale. Often this term refers specially to selling efforts that are designed to
supplement personal selling and advertising and by co-ordination helps them to become more
effective.”
In the words of Roger A. Strong, “sales promotion includes all forms of sponsored
communication apart from activities associated with personal selling. It, thus includes trade
shows and exhibits, combining, sampling, premiums, trade, allowances, sales and dealer
incentives, set of packs, consumer education and demonstration activities, rebates, bonus, packs,
point of purchase material and direct mail.”
According to Harry Hapner: “marketing research is the inclusive term which embraces all
research activities carried on for the management of marketing work, the gathering, recording
and analyzing of all facts about problems relating to the transfer and sale of goods and services
from producer to consumer.”
In other words of Clark and Clark: “marketing research is the careful and objective study of
product design, markets, and such transfer activity as physical distribution and warehousing,
advertising and sales management.”
Exploratory Research data:-
Primary Data:
 Primary data was collected through observation and direct communication with the
respondents through personal interview.

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.
 Brochure 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.
 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. This automobiles company has affect on part of
whole.

9. QUESTONNARIE
Name: ___________________ Occupation: _______________ Mobile: ___________________
address:
________________________________________________________________________________
1) Do you have own TATA Motors car?
a) Yes b) No
2) Which motor car you have?
A) Tata Indica b) Tata Indigo
c) Tata Sumo d) Tata Safari
3) Since how long you are using this car(year)
a) 0-2 b) 2-4
c) 4-6 d) more than 6
4) Where did you purchase TATA MOTORS car?
A) TATA MOTORS b) Manikbag Motors
c) Bhagyodaya motors d) sterling motors
5) Why did you purchase in that show room?
a) On time delivery b) Service
c) Nearest d) Availability
6) How do you rate the dealership facility in TATA MOTORS?
a) Highly satisfied b) Satisfied
c) Dissatisfied d) highly dissatisfied

10. e) Average
7) How do you rate the fairness of your deal in TATA MOTORS?
a) Highly satisfied b) Satisfied
c) Dissatisfied d) highly dissatisfied
e) Average
8) How do you rate your experience of the sales person of TATA MOTORS?
a) Highly satisfied b) Satisfied
c) Dissatisfied d) highly dissatisfied
e) Average
9) How do you rate the financial process in TATA MOTORS?
a) Highly satisfied b) Satisfied
c) Dissatisfied d) highly dissatisfied
e) Average
10) How do you rate the purchase process in TATA MOTORS?
a) Highly satisfied b) Satisfied
c) Dissatisfied d) highly dissatisfied
e) Average
11) How do you rate the delivery timing in TATA MOTORS?
a) Highly satisfied b) Satisfied
c) Dissatisfied d) highly dissatisfied
e) Average
12) Are you satisfied with overall performance of TATA MOTORS?
a) Highly satisfied b) Satisfied

11. c) Dissatisfied d) highly dissatisfied
e) Average
13) Do you recommend your friend & relative to purchase motor car in
TATA MOTORS?
a) If yes, Why___________________________________
b) If no, Why____________________________________
14) Any suggestion _____________________________________
_____________________________________
_____________________________________
BIBLIOGRAPHY
 References
 Karla and Karla, marketing management, (Pearson education, 12th edition,P-395)
 Malhotra K. Naresh, marketing research (An applied orientation), Research design,
 (Prentice hall of India pvt. 5th edition,pp-145)
 Zeithmal V. A., Grembler D.D., Bitner M.j., and Pandit A.: Service Marketing Integrated
customer Focus across the Firm” (4th Edition)
 A.H.R. Dalen: Sales Promotion and Marketing,pp-478
 S.A Chunawala, Advertising, Sales and promotion management, P-260-272

Web Resource
 http://www.yourarticle.com/fish/anatomy/-and-psychology/process-of-respiration-in-
fishes/88137/
 http://www.yourarticlelibrary.com/marketing/marketing-research-maiming-definition-
and-objectives-explained/25862/

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