A STUDY ON BRAND AWARENESS AT TATA MOTORS

ABSTRACT

The brand awareness has turned into an important variable that impacts customer's
perceptions of a brand. Achievement in brand management arises from understanding and
overseeing brand image and loyalty correctly to create strong characteristics that will
impact consumers when making on their decisions. This thesis concentrates on the
importance of these dimensions (brand awareness, brand loyalty, brand image and
consumer behavior) of customer built brand equity in light of consumer's perceptions of a
brand. This is focused around the assumption that all these dimensions of customer
based-brand image and loyalty will have impact on consumer's perceptions of brand.
However, this study aims to discover which among these three dimensions (brand image,
brand loyalty and consumer behavior) seem to have the slightest brand equity in
restaurants and to find out whether customer based-brand equity differ between fast food
with respect to each characteristic of brand awareness, brand image, consumer behaviour
and brand loyalty. Brand awareness was treated with independently from different
dimensions because of the difference in scale, and moreover media and sorts of media
affecting on consumer behavior. An organized survey was constructed to provide answers
to research question. In this study, one hundred and fifteen questionnaires, on facilities
available in the society, and technology were distributed. The research studied four
dimensions of consumer's based-brand equity specifically brand awareness, brand image,
perceived quality and brand loyalty. Among the three dimensions, brand loyalty seems to
have the minimum brand equity rating by consumers than alternate dimensions although,
the dimension seem to have impact on consumer perceptions of brand. This paper
likewise provides a solution to brand awareness via media store sellers which may help
the sellers to promote their products in light of consumer behavior.

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 TABLE OF CONTENTS

CHAPTERS CONTENTS PAGE NO

CHAPTER-1 Introduction 03

Need of the study

Scope of the study

Objectives of the study

Research Methodology

Limitations of the study

CHAPTER-2 Review Of Literature 14

CHAPTER-3 Company Profile And Industry Profile 24

CHAPTER-4 Data Analysis And Interpretation 50

CHAPTER-5 Findings, Suggestions, Conclusion 67

ANNEXURE Bibliography, Questionnaire 70

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 CHAPTER-I
INTRODUCTION

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INTRODUCTION TO BRAND AWARENESS

With the opening of the market or the post liberalization period has resulted in many
companies entering the markets with offerings of their goods and services. In the earlier
stages of economic revolution consumer had to accept what the manufacturer has
produced. But today’s consumers are much more educated, demanding, expect lot more
to suit their ever changing life styles. There by their quality expectations have been
elevated from time to time in order to rebuild it-self around its customer.

The manufacturer should be able to satisfy, with the type of product and services to
match the ever-changing customer requirements.

In developing a marketing strategy for products, the sellers have to confront the branding
decision. Brand is a major issue in product. Customers have strong preference for
particular versions and brands of basic goods and services. The manufactures eventually
learn that market power lies with the brand name companies. Consumers buying
decisions are influenced by the brand.

In this competitive world, the “Brand plays an important role and a brand is very
prominent asset owned by an organization. Brand is endowed with awareness, perceived
quality, associations and brand loyalty. Brand is presented as creative idea.

A brand is a promise of the seller to deliver a specific set of benefits or attributes or

services to the buyer. Brand represents a level of quality.

Brand awareness is a marketing term that describes the degree of consumer recognition
of a product by its name. Creating brand awareness is a key step in promoting a new
product or reviving an older brand. Ideally, awareness of the brand may include the
qualities that distinguish the product from its competition.

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How Brand Awareness Works

Products and services that maintain a high level of brand awareness are likely to generate
more sales. Consumers confronted with choices are simply more likely to buy a name
brand product than an unfamiliar one.

Consider the soft drink industry. Removed from their packaging, many soft drinks are
indistinguishable. The giants in the industry, Coca-Cola and Pepsi, rely on brand
awareness to make their brands the ones consumers reach for. Over the years, these
companies have employed advertising and marketing strategies that have increased brand
awareness among consumers, and that has directly translated into higher sales.

This higher rate of brand awareness for dominant brands in a category can serve as
an economic moat that prevents competitors from gaining additional market share.

Special Considerations Regarding Brand Awareness

As of 2019, Internet users spent approximately 38 minutes per day on Facebook, 26
minutes on Snapchat, and 27 minutes on Instagram.1

Not surprisingly, companies are now spending a great deal of energy promoting brand
awareness on these platforms. This has led to new forms of promotion in which
consumers themselves generate discussions about products and services that they like and
use. Targeted ads on Facebook and Instagram account for a large majority of brand
awareness tactics used, especially among Millennial and Gen Z audiences.
Inevitably, consumers also share unfavorable experiences, and marketers are adapting to
that reality. It has become crucial for a company to respond to negative reviews and offer
a solution to the customer's problem, in real-time.

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But as consumers view and interact with social media posts and updates, brand awareness
will increase. For brand awareness to be most productive, consumers should be able to
connect to the company's website seamlessly from the social media platform.

NEED FOR THE STUDY

The motive of any company is to generally acquire larger market share high percentage
of sales the Industry; this could be only achieved by building a higher percentage of
brand loyal customers.

Any company can survive through there is a stiff computational the market if it has brand
loyal customers. Today many major companies in the market try to maintain and
improve their branded equity. Without creating proper brand awareness they cannot
build brand image.

Strong brands help build the corporate image and also by making it easier for the
companies launch new brands. Today brands are treated as major enduring assets of a
company – more over brand equity are major contributor to customer equity.

This all can happen only there is proper brand awareness. The lights four wheeler
industries have been expanding rapidly are gone the day when possessing a small and
mix-size cars were seen as a luxury. Now days it is viewed as a mere necessity.

Customer relationship management and data mining are critical differentials that enable
competitive edge for firms focused on increasing customer market share.

Though investment in marketing, sales and service innovation can be constrained due to
economic and cultural considerations, the initial analysis of the study indicates common
European consumer apparel sites enable higher content depth, navigational context and
help, consumer communication, and commerce efficiency. However, the study
concurrently indicates lower customer customization and mining, lifestyle connection and
marketing, and consumer, Community interaction, on the sites.
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The analysis, conducted as an assignment by adult students at a leading European
university, contributes insight into the limitation of customer relationship management
and data mining investment on the Web.

This study will benefit practitioners and researchers who continue to evaluate innovation
in technology on the European Web.

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SCOPE OF THE STUDY

The study plays a very important role in market research. It also helps to understand and
identify the human action towards brand.

The information thus gathered by conducting a systematic market research would help to
finding out the brand Image of the consumers.

This study was mainly focused towards people of Hyderabad who belong to different age
group and reside in different localities, in order to find out their preference given to
particular brand.

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OBJECTIVES OF THE STUDY

The study has been conducted with the following objectives:

1. To know how consumer welfare made customer to purchase product TATA
MOTORS
2. What factors and variables of brand awareness influence them to purchase.
3. To know what position does the brand has in the minds of customers.
4. To know how they became aware of the brand TATA Motors four wheelers.
5. To know level of satisfaction about the consumer welfare offered by TATA
MOTORS.
6. To find out the market potential for TATA Motors four wheelers.
7. To know how maintain and improve brand awareness build brand loyalty

HYPOTHESIS:
The way TATA Motors branding is different from the traditional enterprise. The
traditional path is to hit brand recognition first. Then build the brand. Finally, increase
customer loyalty. But for the Internet enterprise, product is brand. TATA Motors
branding focused on loyalty first, marketing itself by word of mouth. After strengthened
to some extent, they began to get more brand recognition. It is the initial way of TATA
Motors. With the high brand profile of TATA Motors, most consumers have the
awareness of brand, then they decided to buy TATA Motors product. Focusing on
whether this way can form brand loyalty, this study raised two issues.

HO: What is the relationship between brand awareness and customer experience of
TATA Motors?
H1: How much impact that TATA Motors brand awareness and customer experience of
TATA Motors caused on brand loyalty?

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RESEARCH METHODOLOGY

The data has been collected from both primary and secondary sources, to get information
regarding the organization and products

PRIMARY DATA

Primary data has been collected through questionnaires. The questionnaire was mostly
related to the brand awareness towards TATA Motors Products of the customers on
different features such as the model, price, effectiveness of the brand etc.

SECONDARY DATA

Secondary data has been taken from below sources:

1. Reports
2. Pamphlets
3. Advertisement
4. Customer database
5. News papers
6. Internet

SAMPLING

Out of few lakes of TATA Motors customers spread all over India, the customers of
TATA Motors Ltd., Hyderabad city only are taken as target population for the study.

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SAMPLE SIZE

The sample size of 100 is selected from the database of the company. The study requires
on in depth survey and keen observation in a collecting data regarding the brand
awareness levels of TATA Motors customers.

SAMPLING TECHNIQUE

Only simple random sampling technique is adopted in selection the sample. In this
technique, each and every unit of the population has on equal opportunity of being
selected in the sample.

DATA COLLECTION PROCESS

Observation
Primary Data

Questionnaire

Data

Inside the News letters Documents

Organisations

Secondary Data
Outside the Libraries
Organisation Magazines

Based on needs and objectives, types of data required for study and other of data are
identified. Data was collected with the help of questionnaires.

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TOOLS

Simple and convenient tools like statistical tables, bar charts and pie charts are used for
the research work.

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LIMITATIONS OF THE STUDY

Even though the project has been done with outmost care, it suffers from the following
limitations.

1. Due to lack of time, customers could not be contacted.

2. The study has been restricted to Hyderabad city only.
3. As the project is a simple sample study and is confined to 100 customers only, if
May or may not pictures the entire customer feelings.

The awareness levels of the customers may change from time to time and so there is a
possibility of changes in the research results.

Few customers refused to respond or could not respond appropriately due to:
 Lack of time
 Ignorance etc.,

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 CHAPTER-II
REVIEW OF THE LITERATURE

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LITERATURE REVIEW

Brand awareness can be indicated to as the level of consumers' familiarity with a brand.
(Aaker1991) & Keller 1993) declared that brand awareness is a key component of brand
value

As indicated by (Rossiter& Percy1987), brand awareness is the capacity of consumers to

recognize a brand among other brand. (Keller 1993) conceptualized brand awareness as
involving brand review and brand acknowledgement. He went further to say that brand
review is the capacity of consumers to recall a brand from their psyche when the product
category is made know.

(Keller,1993) contended that "brand acknowledgement may be more important to the

degree that product decisions are made in the market ". (Rossiter et al.1991) remarkable
that brand mentality and aim to purchase a product must be developed through brand
awareness.

(Hoye& brown1990) as referred to by (Lin and Chang, 2003) their study analyzed the
significance of brand awareness in consumer’s decision making process and they figured
out that brand awareness was an essential element. Additionally (Jiang, P. 2004) figured
out in his study that brand acknowledgement impacts purchaser's decision.

(Kotler,2004) classified Awareness to incorporate switchers, delicate center, in-your-face

loyal and moving loyal in this way, the researcher have possessed the capacity to
interface the perspectives of different analysts that address the issue of buyer based-brand
value. From the study readings and what the research has possessed the capacity to
collect, will like to state here that consumers base brand value have impact on consumers
perception of brand. Favorable perceptions of value are more presumed to be produced
by consumers who hold a positive relationship to a brand.
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Branding is a popular subject having a significant amount of work done by academics as
well as researchers on new product launch and brand awareness. Brands are also more
powerful in terms of forging relationship with customer which is sustainable and
profitable compared to regular unbranded products (De Chernatony, L., et al.,2010)

Existing brand tend to use brand reinforcement techniques to build on their brand
awareness programs. The new products on the other hand make use of advertising and
promotion to increase the awareness of product amongst the existing and potential
consumers of the product. Strategies that can be employed by businesses to increase
awareness of brands include making us of attitude advertising and management of the
brand image, (Percy et al.2006).

The behavior of customers associate with their purchase of products in the market is
largely based on elements of their value framework (Oh, Haemoon,2000).For consumers
in the market place value framework is made up of items like the brand image, the class
association, of the brand, its price and its overall awareness in the market relative to
others.

New products can increase their awareness in the marketplace amongst consumers
through a number of different strategies employing new as well as traditional media.
Traditional media based advertising and promotions using ATL techniques have the
widest reach in the market but can be expensive to manage for new products.

(Ou, Shih, Chen & Wang, 2011) explain brand Awareness as inferred promise to
repurchase the solicitous goods. It expands the motivation of purchasers towards buying
behavior. They said that brand Awareness can be expanded by building strong customer
relationship and consumer Awareness programs.

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(Moraga, Parraga & Gonzalez 2008) clarify brand Awareness as continual purchasing
ethics. Brand Awareness is not onetime stroke however a continual process. It helps the
organization to get customer preference, buy intention and secured profitability. Brand
Awareness is the interpreter of organization's financial performance.

Brand Awareness is actually accomplished when the customer’s show repeated buy
behavior towards the particular brand. Awareness comes as a consequence of the
customer fulfilment, if customers are fulfilled from the brand functions then they
demonstrate Awareness towards the brand and they turn into the heartless of price factor
and they will indicate strong interest to purchase the product at any expense. Brand
Awareness serves to augment the brand value in the area. There are sure behaviors which
created in the buyers as an after effect of the brand Awareness.(Jalilvand, Samiei&
Mahdavania,2011) studied the impact of brand Awareness on buy intention.

(Arslan &Altuna, 2010) defined brand image as the positive and negative feeling about
the brand concerning the brain of the customers unexpectedly or when they recall their
memories. They have the view that there are three aspects of brand image which make
the entire image of the brand which are; positivity, strength, and peculiarity.

(Lee, Lee and Wu 2011) clarify the brand image as the general personality reflection and
convictions about the specific brand by remembering its unique qualities which make it
not the same as the others. The brand image is important aspect towards buy expectation.
It drives the customers to expend more esteem on the particular brand having good brand
image. It helps the consumers to choose whether which brand is a superior choice for
them and they are compelled to make purchase expectations a few of times.

For internet marketing it is critical for companies to be learned about factors such as
consumer attitudes, values, convictions, feelings, purchasing habits, and purchasing
decisions in different settings furthermore they should to perceive many measurements of
human behavior and decision-making is constituted by national society (Soares,
Farhangmehr, & Shoham,2007).

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(Katona, Zubcsek, & Sarvary,2011)found the electronic communications design being
used inside online social media permits research into how one individual can hold impact
over an another. They likewise found that these patterns are of great utilization to
advertisers "who scan for new popular marketing strategies to encourage new product
diffusion" (Katona, Zubcsek, &Sarvary,201). Their objective was to confirm the
assumption that network data can help recognize influences to or far from potential
customer adoption of a potential product. They additionally attempted to identify "how
the network structure drives adoption"

A brand is an emotional and physiological relationship a firm has with a customer, strong
brands inspires thoughts, feeling and sometimes-physiological reactions from a customer.
A brand is a wellspring of a guarantee to its customers. It promises important separated
profits. It does so not just to place itself into the buy attention set, however considerably
all the more critically, to be the brand browsed that buy thought set.(Lynn B Upshaw
1995)

Branding is a popular subject having a significant amount of work done by academics as

well as researchers on new product launch and brand awareness. Brands are also more
powerful in terms of forging relationship with customer, which is sustainable and
profitable compared to regular unbranded products (De Chernatony, L., et al.2010).
Through the literature ascertained, it has been derived that brand awareness can be
created through the presentation of brands to the customers which in turn develop a
stimuli like response from them where they are able to relate, recognize, recall and be on
the whole aware of brands. Existing brand tend to use brand reinforcement techniques to
build on their brand awareness programs.

The new products on the other hand make use of advertising and promotion to increase
the awareness of product amongst the existing and potential consumers of the product.
Strategies that can be employed by businesses to increase awareness of brands include
making us of attitude advertising and management of the brand image, (Percy et al.2006).

18
(Ou, Shih, Chen & Wang, 2011) explain brand Awareness as inferred promise to
repurchase the solicitous goods. It expands the motivation of purchasers towards buying
behavior. They said that brand Awareness can be expanded by building strong customer
relationship and consumer Awareness programs.(Moraga, Parraga & Gonzalez 2008)
clarify brand Awareness as continual purchasing ethics. Brand Awareness is not an
onetime stroke however a continual process. It helps the organization to get customer
preference, buy intention and secured profitability. Brand Awareness is the interpreter of
organization's financial performance.

MEANING
A Brand is symbol, a mark, a name that acts as a means of communications which brings
about an identity of a given product.
A Brand in short is an identifier of the seller or the maker. A brand name consists of
words, letter or numbers that can be vocalized. Brand mark is the visual representation of
the brand like a symbol, design, distinctive coloring or lettering. Brand creates a bond
between the customer and a product.

Definition:
According to American marketing association “A Brand is defined as a name, item, sign,
symbol or special design or some combination of these elements that is intended to
identify the goods or services of one seller or a group of sellers. A brand differentiates
these products from those of competitors.

In the word of Philip kotler

“A brand is a name, term, sign, symbol or design or combination of them intended to
identify the goods or services of one seller or group of sellers and to differentiate them
from those of competitors.

Role of Branding
In today’s world brand names come to create identify to distinguish one product from
another.
The following points to pin down its precise role.
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  Brand is a massive asset: Brand is an intangible asset, because it is impossible to
duplicate brand name.
 Brand is promotional tool: The product differentiation is done by a brand through
sales promotion.
 Brand is a weapon to protect Market: A consumer has tried and liked a product,
the brand enables him to identify the product and repeat the purchase.
 Brand is antidote for middle men’s survival: The class of middle man always
tends to go for a successful brand.
 Brand is a means of identifications of customers: Brand is the easiest way of
identifying product or service by customers.

A brand can convey the consumers through six levels as shown below:

Brand Conveying
the Consumer

Attributes

Benefits

Values

Culture

Personality

User
Attributes: a brand first brings to mind certain attributes for a particular product.
Benefits: consumers are buying benefits of the product with brand.
Values: the brand tells about values which says same thing about the product values.
Culture: the brand represents a different culture.
Personality: a brand project a personality which can be person, animal or object.
User: the brand suggests its own target audience to use the product.

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TYPES OF BRANDS

Brand

Manufacturer National Private Single Multiple Family

Brand Brand Brand Brand Brand Brand

Brand Awareness of the Product

Awareness of brand, when its presence is registered in the minds of consumers. The level
of awareness can range from mere recognition to recall to top of mind to dominant. The
company is spending money to keep brand in consumer’s memory.

Strong brand awareness means easy acceptance of new products. Brand with strong
awareness can brought and sold to create brand name with enduring strength.

An organization can put its customer awareness, identify and develop it further to build
strong brand. It is enhanced by creating a brand loyalty and establishing brand identity of
a product.

Brand awareness is asset which brand managers create and enhance to build brand equity.
It is related to the nature and features of product. It leads to brand strength which is
constituted by measuring the variable like leadership, stability, Market, geographic, trend,
support and protection etc…

Creating brand awareness with the use of advertising, promotion event management
etc… a different brand has different kind of awareness which retains recognition. Brand

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awareness satisfies a need of the consumer. A consumer as aims, ambitions, motivation
drives and desire. Consumer feels more powerful when he uses the brand. Satisfactions or
preference for a brand shows how loyal the consumer is likely to be brand.
Now a day’s consumers are experience with brand awareness for different product, where
the consumers’ expectations levels are increased towards brand, product etc…

Perhaps the most distinctive skill of professional marketers is their ability to create,
maintain, protect and enhance brands. Branding is the art and cornerstone of marketing.
The American Marketing Association defines a brand as a name, term, sign, symbol or
design, or a combination of them, intended to identify the goods or services of one seller
or group of sellers and to differentiate them from those of competitors. Thus a brand
identifies the seller or maker.

“What distinguishes a brand from its unbranded commodity counterparts is the

consumer’s perceptions and feelings about the product’s attributes and how they perform.
Ultimately, a brand resides in the minds of consumers. A brand can be better positioned
by associating its name with desirable benefits.

A brand is much more than a name, logo, colours, a tagline, or symbol. These are
marketing tools tactics. A brand is essentially a marketer’s promise to deliver a specific
set of feature, benefits and services consistently to the buyers. The marketer must
establish a mission for the brand and a vision of what the brand must be and do.

Brand bonding occurs when customers experience the company as delivering on its
benefit promise. The fact is that brands are not built by advertising but by the brand
experience. Brands vary in the amount of power and value they have in the market place.
At one extreme are brands that are not known by most buyers. Then there are brands for
which buyers have a fairly high degree of brand awareness. Beyond this are brands with
a high degree of brand acceptability.

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We define brand equity as the positive differential effect that knowing the brand name
has on customer response to the product or service. Brand equity results in customers
showing a preference for one product over another when they are basically identical.

The extent to which customers are willing to pay more for the particular brand is a
measure of brand equity. A brand needs to be carefully managed so that its equity does
not depreciate. This requires maintaining or improving brand awareness, perceived
quality and functionality and positive associations. These tasks require continuous R &
D investment, skilful advertising and excellent trade and consumer service.

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 CHAPTER III
INDUSTRY & COMPANY PROFILE

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INDUSTRY PROFILE
AUTOMOBILE INDUSTRY IN INDIA
The automobile industry in India is the ninth largest in the world with an annual
production of over 12.3 million units in 2020. In 2019, India emerged as Asia's fourth
largest exporter of automobiles, behind Japan, South Korea and Thailand.

Following economic liberalization in India in 1991, the Indian automotive industry has
demonstrated sustained growth as a result of increased competitiveness and relaxed
restrictions. Several Indian automobile manufacturers such as Tata Motors, Maruti
Suzuki and Mahindra and Mahindra, expanded their domestic and international
operations. India's robust economic growth led to the further expansion of its domestic
automobile market which attracted significant India-specific investment by multinational
automobile manufacturers. In February 2009, monthly sales of passenger cars in India
exceeded 100,000 units.

Automotive industry emerged in India in the 1940s. Following the independence, in

1947, the Government of India and the private sector launched efforts to create an
automotive component manufacturing industry to supply to the automobile industry.
However, the growth was relatively slow in the 1950s and 1960s due to nationalization
and the license raj which hampered the Indian private sector. After 1970, the automotive
industry started to grow, but the growth was mainly driven by tractors, commercial
vehicles and scooters. Cars were still a major luxury. Japanese manufacturers entered the
Indian market ultimately leading to the establishment of Maruti Udyog. A number of
foreign firms initiated joint ventures with Indian companies.

In the 1980s, a number of Japanese manufacturers launched joint-ventures for building

motorcycles and light commercial-vehicles. It was at this time that the Indian government

25
chose Suzuki for its joint-venture to manufacture small cars. Following the economic
liberalization in 1991 and the gradual weakening of the license raj, a number of Indian
and multi-national car companies launched operations. Since then, automotive
component and automobile manufacturing growth has accelerated to meet domestic and
export demands.

Exports
India has emerged as one of the world's largest manufacturers of small cars. According to
New York Times, India's strong engineering base and expertise in the manufacturing of
low-cost, fuel-efficient cars has resulted in the expansion of manufacturing facilities of
several automobile companies like Hyundai Motors, Nissan, Toyota, Volkswagen and
Suzuki.

In 2008, Hyundai Motors alone exported 240,000 cars made in India. Nissan Motors
plans to export 250,000 vehicles manufactured in its India plant by 2011. Similarly,
General Motors announced its plans to export about 50,000 cars manufactured in India by
2011.

In September 2009, Ford Motors announced its plans to setup a plant in India with an
annual capacity of 250,000 cars for US$500 million. The cars will be manufactured both
for the Indian market and for export. The company said that the plant was a part of its
plan to make India the hub for its global production business. Fiat Motors also announced
that it would source more than US$1 billion worth auto components from India.
According to Bloomberg L.P., in 2009 India surpassed China as Asia's fourth largest
exporter of cars.

Indian automobile companies

Notable Indian automobile manufacturers

 Ashok Leyland
 Chinkara Motors: Beachster, Hammer, Roadster 1.8S, Rockster, Jeepster, Sailster.
 Force Motors
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  Hindustan Motors: Ambassador.
 Mahindra: Major, Xylo, Scorpio.
 Maruti Suzuki: 800, Alto, WagonR, Estilo, AStar, Ritz, Swift, Swift DZire, SX4,
Omni, Versa, Gypsy
 Premier: Sigma, Roadster, RiO.
 San Motors: Storm
 Tata Motors: Nano, Indica, Indigo, Sumo, Safari, TL.Aria

Electric car companies in India

 Ajanta Group
 Mahindra
 Hero Electric REVA
 Tara International
 Tata Motors

Notable Multi-national automobile manufacturers

Locally manufactured Automobiles of Multi-national Companies
 Audi: A4, A6.
 BMW: 3 Series, 5 Series.
 Chevrolet: Spark, Beat, Aveo U-VA, Aveo, Optra, Cruze, Tavera.
 Fiat: Palio, Grande Punto, Linea.
 Ford: Ikon, Fiesta, Fusion, Endeavour, Figo
 Honda: Jazz, City, Civic, Accord.
 Hyundai: Santro, i10, Getz, i20, Accent, Verna, Hyundai , Sonata.
 Mercedes-Benz: C-Class, E-Class
 Mitsubishi: Lancer, Lancer Cedia.
 Nissan: Micra
 Renault: Logan
 Škoda: Fabia, Octavia, Laura.
 Toyota: Corolla, Innova, Fortuner, Etios, Prius, Prado , Land Cruiser, Corolla
Altis, Camry
 Volkswagen: Jetta, Passat, Polo.
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Cars sold in India as CBU (Completely Built Units)
 Audi: A8, TT, R8, Q5, Q7.
 Bentley: Arnage, Azure, Brooklands, Continental GT, Continental Flying Spur,
Mulsanne.
 BMW: 6 Series, 7 Series, X3, X5, X6, M3, M5, M6 and Z4.
 Chevrolet: Captiva
 Fiat: Nuova 500.
 Honda: Civic Hybrid, CR-V.
 Hyundai: Santa Fe.
 Jaguar: XF, XJ, XK.
 Lamborghini: Gallardo, Murciélago.
 Land Rover: Range Rover, Range Rover Sport, Discovery 4, Freelander 2.
 Maybach: 57 and 62.
 Mercedes-Benz: CL-Class, CLS-Class, S-Class, SL-Class, SLK-Class, M-Class,
Viano.
 Mitsubishi: Pajero, Montero, Outlander.
 Nissan: Teana, X-Trail, 307Z.
 Porsche: 911, Boxter, Panamera, Cayman, Cayenne.
 Rolls Royce: Ghost, Phantom, Phantom Coupé, Phantom Drophead Coupé.
 Škoda: Superb.
 Suzuki: Grand Vitara.
 Toyota: Camry, Land Cruiser, Land Cruiser Prado, Prius, Fortuner, Corolla Altis.
 Volkswagen: Beetle, Touareg
 Volvo: S80, XC90.

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COMPANY PROFILE
TATA MOTORS LIMITED

Tata Motors Limited is India's largest automobile company, with consolidated revenues
of Rs.70, 1938.85 crores in 2019-20. 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

29
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 56 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

30
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.1,00,000
(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
31
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 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.
Tata Motors recently launched the following cars:

 Tata Nano

 Tata Indica Vista

 Corolla Altis
 Tata Indigo CS with three models

BOARD OF THE DIRECTORS

 Mr. Ratan N Tata (Chairman)

 Mr. N A Soonawala
 Dr. J J Irani
 Mr. J K Setna
 Mr. V R Mehta (Institutional Representative)
 Mr. R Gopalakrishnan
 Mr. Nusli N Wadia
 Mr. Helmut Petri
32
 Mr. S A Naik
 Mr. Ravi Kant
 Dr. V Sumantran
 Mr. P P Kadle
 Mr. P K M Fietzek

SENIOR MANAGEMENT
Mr. Ravi Kant - Executive Director (Commercial Vehicle Business)
Dr. V Sumantran - Executive Director (Passenger Car Business and
Engineering Research Centre)
Mr. P P Kadle - Executive Director (Finance and Corporate
Affaires)
Mr. A P Arya - Sr. Vice-President (Operations - Jamshedpur &
Lucknow)
Mr. P M Telang - Sr. Vice-President (Operations - Pune)
RAMAKRISHNA - Vice-President (Chairman’s Office)
Mr. Rajiv Dube - Vice-President (Commercial - Passenger Car
Business)
Ms. Ruchika Batra - Head (Corporate Communications)
Mr. H K Setna - Company Secretary

HISTORY OF TATA MOTORS

The Company was incorporated on 1st September 1945 at Mumbai to manufacture diesel
vehicles for commercial use, excavators, industrial shunter, dumpers, heavy forgings and
machine tools. The commercial diesel vehicles which were known `Tata Mercedes Benz'
(TMB) is now called `Tata' vehicles after the expiry of the collaboration agreement with
Daimler-Benz AG, West Germany. The company also used to manufacture pulp and
paper making machinery. In 1960 the company's name, which was Tata Locomotive &
Engineering Company Ltd. was changed to Tata Engineering & Locomotive Company
Ltd. In the year 1987 the company undertook to set up a new forge shop, a high output
foundry line, a new paint shop as well as augmentation of engine and gearbox
manufacturing facilities, all at Jamshedpur.
33
In 1991 during the year the company entered into a collaborative agreement with an
internationally renowned engine research and development organization to jointly
develop higher horsepower, fuel efficient diesel and petrol engines to meet the future
requirements of the company. The last quarter saw the company launching two new
passenger vehicles, the SIERRA and the ESTATE totally designed and manufactured in
India. The company acquired a BIFR company, M/s Noduron Founders Maharashtra Ltd.
The total cost for Telco worked out to Rs.18 crores as against setting up of similar critical
castings foundry. During the year company launched new earth moving equipment TWK-
3036 Tata Front End Wheel Loader. Two new models in the EX series of hydraulic
excavators were launched. A 10 tonne pick and carry articulated crane, designed and
developed in-house was also introduced. During the year company entered into an
agreement with Nachi-Fujikoshi Corporation, Japan to manufacture arc and spot welding
robots suitable for automobile manufacturing applications. During the year, company
undertook to set up a joint venture with Asian Glass Co. Ltd., Japan to manufacture float
glass to be used as wind shields for automobiles. ACC along with Tata Exports Ltd.
participated in the joint venture. The joint venture named as Floathlass India Ltd., the
Company would have a stake of 16.33%. Tata Cummins Ltd., Mercedes-Benz (India)
Ltd., Tata Holset Ltd., Tata Precision Industries, Singapore and Nita Company Ltd., are
the joint Ventures of the Company

Taking advantage of the broad banding policy announced by the Government of India,
the Company entered into a collaboration agreement with Honda Motor Co. Ltd., Japan,
for the manufacture of their `ACCORD' model of cars in India. On 22nd April, an
agreement was entered into between Daimler-Benz AG and Mercedes Benz AG,
Germany to setup a joint venture company Mercedez-Benz India to manufacture `E' class
paneyer cans and engines in India.

During the year 1995 a new double pick-up and Army Version of various Telco Vehicles
were developed. A new petro engine and turbo diesel engine, an up-graded 709 LCV,
new sports utility vehicle Safari expected to be launched shortly. A 25 tonne 6 X 2 truck
and a bus with Cummins engine were launched.
34
Tata Engineering and Locomotive Company (TELCO), has acquired a second hand paint
shop, machine line and cylinders from the Australian unit of the Japanese auto giant,
Nissan. TELCO is believed to have picked up the unit for Rs. 70 crore. The total cost of
import duty would be Rs 100 crore. During the year a machine tool division was
expanded so as to double its machine building capacity and significantly reduce
production times.

The Company has launched "TATA SAFARI" in its Multi utility vehicle segment. Tata
Holset's turbo charger plant inaugurated on November 25th 1996.

In 1997, the Tata Engineering and Locomotive Company Ltd. (TELCO) have emerged as
numerous uno in the Review 200 survey conducted by the Far Eastern Economic Review
in association with City Bank. The Company introduced a 9-tonne vehicle which was
well received in the market. A 40 tonne tractor trailer powered by a Tata Cummins
Engineering was introduced. The Company developed a low floor bus chassis to meet the
specific needs of urban transport. The Company signed a new agreement with Hitachi for
manufacture of upgraded versions of existing range of excavators. The year 1998- Tata
Engineering and Locomotive Company Ltd (Telco) announced a tie-up with Tata Finance
Ltd and ANZ Grindlays Banks as the official financiers for its small car "Indica" to be
launched in December. Tata Engineering Locomotive Company Ltd (Telco) sold its
construction equipment business into a new subsidiary company, Telco Construction
Equipment Company Ltd. The Company in its small car segment has launched "Tata
Indica" which evoked an overwhelming response in the Indian market. A new range of
Cummins engine powered vehicle which include a 35 tonne and a 40 tonne articulated
truck and two variants of buses.

To make substantial improvement in the quality of bus bodies available with TATA
vehicles, the Company encouraged collaboration between Fuji Heavy Industries of Japan
and the Automobile Corporation of Goa. The new project undertakes production of
bodies on TATA chassis, conforming to the most exacting international standards.
Concorde Motors Ltd., a Joint Venture between Tata Engineering and Jardine
35
International Motors (Mauritius) Ltd. was appointed as dealer for the Company's
passenger cars in several cities across the country, in Feb 1998.
The year 1999-Telco became the first Indian manufacturer to offer commercial vehicles
meeting euro-I emission norms, a year before they are due to be introduced in the
country. It is proposed to make TCECL a one-stop shop for construction equipment and
earthmoving machinery. In Oct 1999, the Company won the National award for R&D
Efforts in Development of Indigenous Technology in the Mechanical Engineering
Industries Sector instituted by Department of Scientific and Industrial Research, Ministry
of Science and Technology for the year 1999. SKF Bearings India Ltd has signed an
agreement with Telco to supply hub bearings for its latest model.

Tata Indica
2000 saw the Company working towards introducing two new petrol-driven variants of
its small car Indica, powered by a multi-point fuel injection engine. The Company
launched the Indica 2000, the Euro II Complaint, 75 BHP multi-point fuel injection
(MPFI), version of Indica. The Company has won the National Technology Award for
indigenous development and commercialization of the Tata Indica car. The Company has
launched its new hi-tech Indica 2000 car with MPFI petro engine in Guwahati.

Tata Engineering & Locomotive Co. is renamed as Tata Engineering Ltd. It replaced its
three-shift production line with a one-shift daily schedule starting from 26th June. In the
same year FICCI-SEDF- Business world-Compaq award for social responsiveness was
awarded to the company. The Central Pollution Control Board for Environmental
Technology award has been presented to Tata Engineering in recognition of its
contribution towards efforts to conserve the environment. TATA Engineering on
September 10 announced the addition of MPFI petrol version to the Indica V2 range.

In year 2002 Foreign Institutional Investors (FII) hike stake in the company to 13.34%
launches six new products in light, medium and heavy vehicles segments on Jan 15
during Auto Expo. Announces financial restructuring. Displays its Tata Sedan car at the
Geneva Motor Show. Indica adjudged top selling B-segment car in 2002.Launches two
new motorsport cars (The Zero and Double Zero Pace cars). High Court Approves Tata
36
Engineering's Financial Restructuring. Tata Engg, BPCL tie up to market co-branded
lubricants. Tata Steel's investment in Tata Engineering has been hiked to Rs 117.98 crore
over the last year. Telco names Sedan as Tata Indigo.Unveils 'EX' series of medium and
heavy commercial vehicles. Indica sales cross two-lakh mark .Collaborates with Nippon-
Arcelor for technical knowhow on CR steel receives Teri's (The Energy and Resources
Institute) CoRE-BCSD (Corporate roundtable on development of strategies for
sustainable development and environment-business council for sustainable development)
corporate social responsibility (CSR) awards for '01-02. Unleashes Safari's petrol version;
priced at Rs 9.35 lakh.

The year 2003- Tata Unveils City Rover .Tata Motors Ltd signed a binding Memorandum
of Understanding (MOU) with Deawoo Commercial Vehicle Company Ltd (DWCV),
Korea for the acquisition of this company. It introduces Tata SFC 407 EX Turbo Light
Commercial Vehicle (LCV). The Company changed from 'TELCO' to 'TATAMOTORS'
w.e.f December 24, 2003. In the same year Tata Safari ranks No 1 in MUV/SUV
segment.

2004:- The year of glory. Tata Motors launch an upgraded version Indica on January 15,
2004, in a bid to shore up sales of the small car.

Auto Expo: Tata unveils new version of Indica. Tata Motors unveils Indica V2. Tata
Motors launches new Indica V2 in Kerala.

Tata Motors introduces new 'Indicab' for tour operators. The much hyped Rs one lakh
passenger car project of Tata Motors was going ahead as planned. Tata Motors enters
agreement with Ukraine bus building firm.

Tata Motors enters into agreement with Etalon. In a move to consolidate its presence in
the light commercial vehicles segment, Tata Motors has launched a new variant of its 407
series with increased pay load capacity called SFC 407EX. Tata Motors buys Daewoo
truck unit for Rs 465 crore.

37
Tata Motors unveils Tata SFC 407 EX. Tata Motors inks agreement with Austrian,
French companies acquires Daewoo Commercial Vehicle Company Ltd (DWCV), Korea.
Tata Motors launches most anticipated new 6-tn truck in India.

Tata Motors, the country's largest commercial vehicles manufacturer unveiled the new
LPT 909EX Turbo Truck in Tamil Nadu.

Tata Motors and Tata Africa unveiled a range of passenger cars, utility vehicles, pick-
ups, trucks and buses for the South African market. Tata Motors has launched a face
lifted version of its multi-utility vehicle, Tata Sumo.

Tata motors rolls out Tata SFC 407EX BS II turbo light commercial vehicle.

Tata Motors unveils Tata Safari DICOR in Kerala market on August 11, 2005.

Tata Motors rolls out 2 luxury variants of Indigo. Tata Motors unveiled new Indica V2
Turbo with a price tag of Rs 4.10 lakh for DLG variant and Rs 4.31 lakh for DLX. Tata
Motors ropes in CVTech to make parts for its small car. Tata Daewoo inks pact with
Pakistan co.
Tata Motors has been presented the Golden Peacock Global Award for Corporate Social
Responsibility (CSR) in the Large Business category by the Institute of Directors in 2007.

Tata Motors buys Nissan facility in S. Africa. Tata Motors has got a prestigious order
from the Delhi Transport Corporation (DTC) for 500 non-AC, CNG-propelled buses.

Tata Motors Ltd has appointed Mr. P M Telang as Executive Director (Commercial
Vehicles).

CURRENT SITUATION
The Tata Motors group is a passenger and commercial vehicle manufacturer based in
India. The motor group was established in 1945 as part of the larger Tata Group. They
have long been known for their commercial vehicles and in the past ten years entered into
38
the passenger car market. Currently, Tata Motors has a line of five passenger vehicles and
a large line of commercial vehicles producing pickups, trucks, tractor trailers, tippers, and
buses. Both product lines of the Tata Motors group have seen success, but much of this
has been built upon the more deeply established commercial vehicle product line.

Tata Motors commercial line has been established for several years in many market
segments such as Europe, Africa, The Middle East, Australia, Southeast Asia, and South
Asia. Tata Motors has expanded their business and market share around the world
through a series of acquisitions. In 2004, they acquired Daewoo commercial vehicle
Company in South Korea which was South Korea’s second largest truck manufacturer.
This acquisition gave Tata Motors a significant presence in the Korean market. They
have also entered into joint ventures with companies such as Thonburi Automotive in
2006, which allowed them to manufacture and market pickup trucks in Thailand.

Tata Motors have been making global headlines in the auto industry lately; the largest
news being their acquisition of Jaguar and Land Rover from Ford. “Tata paid 2.3 billion
dollars to Ford for the two brands that cost Ford 5.3 billion” (Carty, USA Today). This is
a major step for the company because it catapults them into the luxury car business which
they are not known for at this time. Tata, like many new businesses it acquires, is
allowing this new segment of the business to be run by previous management since they
have more experience in the luxury automotive business. “Tata will give us some space.
They want us to run our business, be a premium British car company” (Mike O’Driscoll,
managing director of Jaguar). This is yet another large acquisition for the Tata Motors
group and could create great success for the company in the near future.

Porter's five forces analysis is a framework for the industry analysis and business strategy
.It uses concepts developed in Industrial Organization economics to derive five forces,
which determine the competitive intensity and therefore attractiveness of a market.

The Five Forces:

39
1.The threat of substitute products-As we know the Indian customers choices range from
mileage, pick-up, power steering to various other things so substitute is very important
aspect in this industry as other product available in the market may act as the substitute to
the brands own existing product.

2. The threat of the entry of new competitors-New completion from the new entrant or
from existing company is also highly potent force which a company must have to take
care of for its market share and growth.

3. The intensity of competitive rivalry-The very effective way of putting competitor out
of track is pitching new vibrant products in the market so a company must be aware of
this tactics by its rival company so that it can cater the effect.

4. The bargaining power of customers-Another important aspect for a car or auto

company where they have to manage the pricing control of their product to spurt the sales
in the market.

5. The bargaining power of suppliers- The distribution channel is very important in

country like India where the demand is highly different with all across its dimension so,
supply is very much required in the industry for a company.

PRODUCTS OF TATA MOTOR

1. Passenger cars and utility vehicles:
TATA SUMO GRAND
TATA SAFARI
Indica Vista

Tata Sierra
Tata Estate
Tata Sumo/ Spacio
Tata Indica
Tata Indigo

40
 Tata Indigo Marina
Tata Winger
Tata Nano
Tata Xenon XT
Tata Xover

2. Concept vehicles:
2000 Aria Roadster
2001 Aria Coupe
2002 Tata Indic
2002 Tata Indiva
2004 Tata Indigo Advent
2005 Tata Xover
2006 Tata Cliffrider
2007 Tata Elegante
2009 Tata Prima

3. Commercial vehicles:
TATA 1616 STARBUS

TATA MARCOPOLO BUSES

Tata Ace
Tata TL/ Telcoline /207 DI Pickup Truck
Tata 407 Ex and Ex2
Tata 709 Ex
Tata 809 Ex and Ex2
Tata 909 Ex and Ex2
Tata 1109 (Intermediate truck)
Tata 1510/1512 (Medium bus)
Tata 1610/1616 (Heavy bus)
Tata 1613/1615 (Medium truck)
Tata 2515/2516 (Medium truck)
41
Tata Globus (Low Floor Bus)
Tata Marcopolo Bus (Low Floor Bus)
Tata 3015 (Heavy truck)
Tata 3118 (Heavy truck) (8X2)
Tata 3516 (Heavy truck)
Tata 4923 (Ultra-Heavy truck) (6X4)
Tata Novus (Heavy truck designed by Tata Daewoo)

4. Military vehicles:
Tata LSV (Light Specialist Vehicle)
Tata 2 Stretcher Ambulance
Tata 407 Troop Carrier, available in hard top, soft top,
4x4, and 4x2 versions
Tata LPTA 713 TC (4x4)
Tata LPT 709 E
Tata SD 1015 TC (4x4)
Tata LPTA 1615 TC (4x4)
Tata LPTA 1621 TC (6x6)
Tata LPTA 1615 T

42
43
SWOT ANALYSIS
STRENGTH:

 Strong Presence in the Marketplace:-Tata Motors is the only company in India

with a broad based presence across the industry, in all segments of the commercial
vehicles market – heavy and medium commercial vehicles, light commercial vehicles,
pick-ups, sub one-ton mini-trucks - and key segments - compact, midsize car and utility
vehicle segments - of the passenger vehicles market.

 Unique Understanding of Customer Need: - With 55 years’ presence in the

automotive business, Tata Motors understands customer needs and develops products that
meet their Needs. To consider a few examples, as early as 1980s, the company launched
Light Commercial Vehicles, amidst Japanese competition, in which it today strongly
leads. In the 1990s, Anticipating the need for an affordable family car, it launched the
now famous Tata Indica, which occupies a leading position among compact cars.
44
 Skill Base Developed over the Last 44 Years:-Tata Motors is also very well-
placed on technology capability. The company had set up its Engineering Research
Centre as early as 1966.With 1400 scientists and engineers and state-of-the-art
development, testing and validation facilities, it is this technology capability which has,
allowed Tata Motors, over the decades, to offer indigenously developed products. This
strength has been accentuated, with the inclusion of TMETC, TDCV and Hispano
Carrocera in the R&D network, besides several other specialist external agencies. The
company no longer needs to develop every necessity itself. Today it just has to manage
the process of product creation, drawing upon already available R&D and skills from
different sources.

 People Strength: - The Company’s key strength is its people. The over 22,000
employees comprise a very broad talent base, with the required skills in every aspect of
the industry. With increasing international initiatives by the company, this talent base is
now getting enriched with the necessary competencies to respond to meet world-class
standards of quality and cost. The company will achieve this by developing and
marketing relevant products, on its existing platforms and new ones, which delight
consumers in every market they are introduced in.

 Tata Motors’ linkages in Europe through Subsidiary Companies: - In October

2005, Tata Technologies Ltd, a 100 per cent subsidiary of Tata Motors, acquired a 94.3
per cent stake in INCAT International Limited. INCAT is a supplier of engineering &
design, product lifecycle management and product-centric IT services to the automotive,
aerospace and durable goods industries.

 Tata Motors R&D in Europe: - Deepening its engagement with the European
R&D space, in September 2005, Tata Motors set up the Tata Motors European Technical
Centre, a 100 per cent subsidiary, in the UK. It is engaged in design engineering and
development of products for the automotive industry. Working synergistically, TMETC
provides the company with design engineering support and development services,

45
complementing and strengthening the company’s skill sets and providing European
standards of delivery to the company’s passenger vehicles.

 The internationalization strategy so far has been to keep local managers in new
acquisitions, and to only transplant a couple of senior managers from India into the new
market. The benefit is that Tata has been able to exchange expertise. For example after
the Daewoo acquisition the Indian company leaned work discipline and how to get the
final product 'right first time.'

OPPURTUNITIES:

 India’s huge geographic spread-This is one aspect where the company is looking
for and its diversified range of cars suits very much this area of car or say auto industry in
country.

 Easier finance schemes- The current fiscal stimulus and easy loan will surely
guide the company to post good sales as the current trend shows the cars sales has been
boosted by easy loan norms in the country.

 Replacement of aging four wheelers-One of very important reason where the car
industry and commercial vehicle can take advantage in coming days.

 Increasing Road Development, Golden Quadrilateral-as we all know the

infrastructure will surely boost the auto industry as it is directly related to the this
industry and the government policy in spending the money ion infrastructure will create
good demand.

 Increasing dispensable income of rural agri sector-Somehow this year the rural
demand was very enthusiastic than the urban market which drive the auto industry so, the
development of rural infrastructure and condition will create handsome demand from the
rural area.

46
 Higher GDP growth-With standing tall during the slowdown our economy has
shown the industry that demands will gain momentum in near future very soon.
 Increasing disposable income with the service sector-As the consumers have
money in their hand definitely there will be demand from their side so, this is also very
good opportunity for this sector.

 Graduating from Two wheeler to four wheeler-The dream of “NANO” will boost
demand for four wheeler in the auto industry.

THREAT:

 Indian is lacking in proper infrastructure this is slowing the pace of growth of auto
industry

 Global crisis- this really hurts the Indian growing industry and not only the auto
but tyre industry went for toss.

 High competition from foreign players-As the giants like GM, Audi, MERC etc
are trying to capture the high segment market it is one of the very effective threat to the
company.

 Other competing car manufacturers have been in the passenger car business for
40, 50 or more years. Therefore Tata Motors Limited has to catch up in terms of quality
and lean production.
 Sustainability and environmentalism could mean extra costs for this low-cost
producer. This could impact its underpinning competitive advantage. Obviously, as Tata
globalizes and buys into other brands this problem could be alleviated.

 Since the company has focused upon the commercial and small vehicle segments,
it has left itself open to competition from overseas companies for the emerging Indian
luxury segments. For example ICICI bank and DaimlerChrysler have invested in a new
Pune based plant which will build 5000 new Mercedes-Benz per annum. Other players

47
developing luxury cars targeted at the Indian market include Ford, Honda and Toyota. In
fact the entire Indian market has become a target for other global competitors including
Mahindra and Mahindra, Maruti Udyog, General Motors, Ford and others.

 Rising prices in the global economy could pose a threat to Tata Motors Limited
on a couple of fronts. The price of steel and aluminium is increasing putting pressure on
the costs of production. Many of Tata's products run on Diesel fuel which is becoming
expensive globally and within its traditional home market.

WEAKNESS:

 The current financial situation of its recently acquired firms like “Corus” and
“Land Rover-Jaguar” is very big headache for the company and it should be back to the
track in the near future.

 The high ratio of debt equity ratio is also weakness of the company.
 The small car segment is still not good for the company due to “Maruti-Suzuki”
so, it need to tap this section also.

 The CV segment is becoming highly competitive by new player like Volvo, and
rival M &M are coming with new products to cater the TATA in the market as the rural
area has given thumps up to M&M during this year.

 The company's passenger car products are based upon 3rd and 4th generation
platforms, which put Tata Motors Limited at a disadvantage with competing car
manufacturers.

 Despite buying the Jaguar and Land Rover brands (see opportunities below); Tat
has not got a foothold in the luxury car segment in its domestic, Indian market. Is the
brand associated with commercial vehicles and low-cost passenger cars to the extent that
it has isolated itself from lucrative segments in a more aspiring India?

48
 One weakness which is often not recognized is that in English the word 'tat'
means rubbish. Would the brand sensitive British consumer ever buy into such a brand?
Maybe not, but they would buy into Fiat, Jaguar and Land Rover.

VISION

The story began with a simple vision – the vision of a mobile and an empowered India,
powered by its products. Company’s new identity, reflects its commitment towards
providing world class mobility solutions with renewed focus on expanding company’s
footprint in the global arena.

MISSION

Company’s mission is to become a global enterprise fulfilling its customers’ needs and
aspirations for mobility, setting benchmarks in technology, styling and quality so that it
converts its customers into its brand advocates. The Company will provide an engaging
environment for its people to perform to their true potential. It will continue its focus on
value creation and enduring relationships with its partners.

49
 CHAPTER-IV
DATA ANALYSIS & INTERPRITATION

50
DATA ANALYSIS

Q1. WHAT IS YOUR OCCUPATION?

Sample Business Professional Employee Student

100 31 21 27 21

Business
Prof essional
Employee
Student

35

30

25
Business
20 Professional
15 Employee
Student
10

INTERPRETATION:-
From the above table and graphs observe that100 respondents reveals that 31% of them
are employees, 21% are businessman, 27% are professional and 21% are students. So
many employees are using these cars

51
Q2. WHAT IS THE MODEL PURCHASED BY YOU?

Sample Indigo Vista Sumo Manza Indica

100 33 21 22 14 10

Alto lxi
Indigo Wag o ner

Vista Swift
M arut i 8 0 0
Sumo Omni

Manza
India

33
Indigo
Vista
Sumo
21 22
Manza
Indica
14

10

INTERPRETATION:-
From the above table and graphs observe that100 respondents reveals all the five cars are
same usage Indigo LXI is 33%, Vista is 21%, SUMO is 22% TATA Motors-MANZA is
14% and Indica is10%. All are same importance in cars.

52
Q3. HOW LONG DO YOU USING THE CAR?

Sample Before 1 year Before 2 year Before 3 year Till now

100 33 27 10 30

Before 1 year
Before 2 year
Before 3 year
Till now
Omni

INTERPRETATION:-
From the above graphical representation among 100respondents reveals that 30% of the
customer till now using, 33% of them are before 1 yrs usage, 27% are before 2 yrs, 10%
are before 3yrs. Usage of the products.

53
Q4. WHO INFLUENCED YOU TO PURCHASE A CAR?

Sample Adds Sales persons Friends Some other

100 11 38 30 21

Adds
S a le s pe rsons
Frie nds
S ome ot he r

INTERPRETATION:-
From the above table and graphs representing that 100 respondents reveals that 30%,of
them are friends , 38% of them are sales persons , 21% are some other ‘s and finally 11%
are adds . Influenced the.
Purchased on car in their friends are the main motivators.

54
Q5. HOW IS THEIR COMPLAINTS HANDLING?

Sample Excellent Good Average Poor

100 35 30 20 15

Exc e lle nt
Good
Ave ra ge
P oor

INTERPRETATIONS:-
In the above table and graph representation among 100 responds reveals 35% of
Excellent 30% good in handling the complaints, 20% are the average and remaining 15%
are poor in complaint handling.

55
Q6. HOW IS TATA MOTOR DELIVERY SYSTEM?

Sample Excellent Good Average Poor

100 27 27 33 13

Exc e lle nt
Good
Ave ra ge
P oor

INTERPRETATION:-
From the above table and graphs observe that among 100 responding reveals 27% are
excellent 27% are good, 33% are average, and finally 13% are Poor, opinion of them
TATA motors services are good.

56
Q7 WHAT IS OVERALL SATISFACTION LEVEL WITH TATA MOTOR
PEOPLE?

Sample Excellent Good Average Poor

100 32 38 17 13

Exc e lle nt
Good
Ave rage
P oor

INTERPRETATION:-
From the above table and graphs observe that among 100 responding reveals 32% are
excellent 38% are good , 17% are average , 13% are poor opinion of them TATA motors
services .

57
8. HOW IS THEIR RESPONSE TOWARDS YOU ENTERING IN TO THE
OFFICE?

Overall satisfied No of customers Percentage

Excellent 24 24
Good 48 48
Satisfied 28 28
Poor --- ---

50
45
40
35
30 Excellent
25 Good
20 Average
15
10
5
0
1 2

INTERPRETATION:-
From the above table and graphs observe that among 100 responding reveals 24% are
excellent 48% are good , 28% are average , opinion of them TATA motors services are
good.

58
9. WHAT IS OVERALL SATISFACTION LEVEL WITH TATA MOTOR
PEOPLE?

Longue facility No of customers Percentage

Excellent 12 12
Good 24 24
Average 64 64
Poor --- ---

No of c ust omers

Exc e lle nt
Good
Ave rage

70

60

50
Excellent
40
Good
30 Average
Poor
20

10

INTERPRETATION:-
From the above table and graphs observe that among 100 responding Reveals 12% are
excellent 24% are good, 64% are average totally the
Longue facility is average

59
Q10. HOW IS THEIR LOUNGE FACILITY?

Sample Excellent Good Average Poor

100 15 23 30 32

Excellent
Good
Average
Poor

INTERPRETATION:-
From the above table and graphs observe that among 100 responding reveals 15% are
excellent 23% are good, 30% are average and 32%totally the longue facility is poor.

60
Q11. WHAT DO YOU RATE THE FOLLOWING FEATURES:

Features Sample Poor Moderate Satisfactory Excellent

Transaction 100 17 38 30 15
Repair 100 27 20 30 23
ability
Spare parts 100 26 27 30 17
Time 100 17 30 17 36
bounding

INTERPRETATION:-

From the above table and graphs observe that among 100 responding reveals 15% are
excellent 30% are good , 38% are average , and finally 17% are poor , opinion of them
TATA motors services are good.

61
 Reparability facility
From the above table and graphs observe that among 100 responding reveals 23% are
excellent 30% are good, 20% are average and 27% are poor in reparability facility is to
be good.

Spare parts facility

From the above table and graphs observe that among 100 responding reveals 17% are
excellent 30% are good , 27% are average and 26% are poor in this spare parts facility
may be satisfied.

Time bounding facility

From the above table and graphs observe that among 100 responding reveals 36% are
excellent 17% are good, 30% are average, and finally 17% are poor overall time bounding
facility may be good

62
Q12. WAS TIME LOANER CAR PROVIDED TO YOU?

Sample Yes No
100 78 22

Yes
No

INTERPRETATION:-
In the above graph reveals that time loaner car provided by the TATA motors are 78%
are YES and 22% are NO probably time loaner is good.

63
Q13. HOW THE WORK & CHANGERS AT THE TIME DELIVERY?

Sample Excellent Good Average Poor

100 23 30 25 22

Excellent
Go o d
Averag e
Po o r

INTERPRETATION:-
From the above table and graphs observe that among 100 responding reveals 23% are
excellent 30% are good, 25% are average and 22% are poor work done & changers at the
time delivery is to be good.

64
SUMMARY

The Project Entitled “BRAND AWARENESS” in TATA Motors Pvt. Ltd., divided
into 4 Chapters. The first chapter deals with Introduction of the industry, Scope of the
Study, Objectives, Methodology, Limitations.
In the Introduction of the Automobile Industry. The situation Prevailing during the
Last decade, and the opportunities are discussed. After the Liberalization concept
was introduced, there was huge growth in the Automobile market, and at the same
time there is cut-throat competition prevailing.
At present there are many companies in India, it gives a detailed history of
automobiles different car segments and what are the new cars there are going to
launch. Not only has that it given the full details of the brand Indica such as its
features and facilities. By 2010 the TATA Motors will becomes one of the top most
five car makers in the world.

THE OBJECTIVES ARE TO

 To Measure the Impact of brand awareness, to measure the potential customers
 To measure the sales potential of TATA Motors in cities like Hyderabad
 To measure the attributes and benefits which influences the customer’s decision?
Limitation for the study is:
 Duration of two months which is not sufficient.
 Confidential information is not available for an in depth study

In the Second Chapter, it gives Industry Profile and Company Profile. In this Company
Profile it gives the details of all the directors and also awards achieved. In Second
Chapter it also gives the details of the TATA Motors Pvt. Ltd. Passenger can have wide
range for marketing TATA Motors is having comprehensive efficient range or marketing.
This is one of the best show rooms in India TATA Motors offer the Full range of cars of
TATA Motors from small cars like Indica, INDIGO and Sumo etc.

65
TATA Motors is a leading player in cars distribution. It has its own brand image.
Width and depth of distribution through their branches in many parts of Andhra Pradesh

FINANCIAL PERFORMANCE:
The Company is getting good sales and turnover. The sales are gradually increasing.
Its turnover in is 32 cores. We discussed about the promotional strategies the company
follows. It is an essential marketing tool. A firm practices promotional strategies to
face the competition and at least the consumer. Firm’s promotional strategy depends on
the situation and has to change according to the market situation. The objectives of
promotional strategy are to promote sales, profits and create awareness.

The purpose of promotional strategies is achieving growth sales increases in profits,

meeting competition, creating awareness in customers.

PROMOTION TOOLS
 ADVERTISING
 PUBLICITY
 SALES PROMOTION
 SALES FORCE

EVALUATING VARIOUS PROMOTIONAL TOOLS

The Third Chapter deals with the concepts of “Brand Awareness”. And it also deals
with brand image, strengths and preferences of awareness. It covers the various existing
TATA Motors brands namely manza, Indica, Indigo, and Sumo. And only this third
chapter also gives what are the advantages to the seller and buyer by this Brand
Awareness. And Nine Strengthens for Brand Awareness and Preferences in this chapter,
interpretation and analysis part. Containing all the data is analyzed and also represented
in graphical method.
The Fourth Chapter deals with the summary of the topic. It gives brief conclusion of the
above three chapters. It also includes summary, findings and suggestions, which give
the entire idea of the topic studied at a glance.

66
CHAPTER-V
FINDINGS
SUGGESTIONS
CONCLUSION

67
FINDINGS

The following details can be inferred after analysis with a simple size of 100, which
included customers, by questionnaire method to find out the brand awareness towards
Tata Motors.

1. Most of the customers relating to TATA Motors belong to the category of

employees as they occupy 30% of the entire customers. The next to them
industrialists will come as they occupy 24% of the customers.

2. Most of the customers have bought the car 2 years back.

3. The promotional strategy of TATA Motors is advertisements of which electronic

media and by press is playing a vital role.

4. Out of the models of TATA Motors the most popular brand is Indica because it is
possessed by 45% of the customers.

5. Most of the customers are aware of educational programs that are being
conducted by TATA Motors to the maintenance of the car.

68
SUGGESTIONS

 TATA Motors Pvt. Ltd. may maintain the stock of spares of all brands of
TATA Motors Four Wheelers so that it does not cause any inconvenience to
the Customers.

 The charges for servicing the Four Wheelers may be slightly reduced

 Some of the people are facing problems with mileage which should be
rectified

 As a promotional measure of Sri TATA Motors Pvt. Ltd. may increase free
services camps. This will increase Customer’s loyalty.

 A few more service stations smaller in size may be set up in areas where there
is more demand which will satisfy more customers of all areas.

 As per the study after sales service, cleaning and servicing vehicles should be
given importance and improved.

69
CONCLUSION

 Though the customers are having good awareness levels regarding the programs
being conducted by TATA Motors they are not attending the programs because of
various reasons.

 The customers find some problems regarding the mileage of Indica while
comparing with the remaining models.

 Care should be taken to see that delivery of new cars as well as serviced car
should be in time.

 Customers are expecting some complaints during the delivery of car. Hence,
such items may be given to improve to Customers Satisfaction.

70
BIBLOGRAPHY

71
TEXT BOOKS

 MARKETING MANAGEMENT - PHILIP KOTLER

 FINANCIAL MANAGEMENT - PRASANNA CHANDRA
 INVENTORY MANAGEMENT - BHAGIRATH SINGH.
 MARKETING RESEARCH : GC BERI
 MARKETING MANAGEMENT : PHILIP KOTLER
 PRINCIPLES OF MARKETING : PHILIP KOTLER

WEB LINKS

 http://www.tatamotors.com
 http://www.bsmotoring.com
 http://www.owntheroad.com
 www.google.com
 www.scribd.com

MAGZINES & JOURNALS

 Business World (Magazine)

 Information from Brochures
 Leading newspapers
 International Journal of Electronic Customer Relationship
 International Journal of Business and Social Science. Vol. 2 No. 10
 Journal of the Academy of Marketing Science, 28 (1)
 International Journal of Customer Relationship Marketing and Management
(IJCRMM): 1947-9247, 1947-9255: Business IS&T Journals.
 International Journal of Computer Science and Network Security, 10(12)

72
QUESTIONNAIRE

 Q1. What is your Occupation?

 Q2. What is the model purchased by you?

 Q3. How long do you using the car?

 Q4. Who influenced you to purchase a car?

 Q5. How is their complaints handling?

 Q6. How is TATA MOTOR delivery system?

 Q7 what is overall satisfaction level with TATA MOTOR people?

 8. How is their response towards you entering in to the office?

 9. What is overall satisfaction level with TATA MOTOR people?

 Q10. How is their lounge facility?

 Q11. What do you rate the following features:

 Q12. Was time loaner car provided to you?

 Q13. Explanation of work done & changers at the time delivery?

73