8/3/2019 ppt on tata
1/29
Comparative Analysis of Consumer response towards
TATA Motors & Others
8/3/2019 ppt on tata
2/29
Executive Summary
As TATA MOTORS is regarded as one of thebest fuel efficient cars. Hence I conducted astudy on the consumer perception about small
cars. Firstly, I took three brands of small cars;Zen estilo, Indica and Santro for a comparativestudy of small car segment.Later I went through the process of filling the
questionnaires, to know exactly what thecustomers of small cars perceived about theircars.
8/3/2019 ppt on tata
3/29
All the cars taken for the sample showedthat the consumers perceived them asalmost same in all the attributes like safety,comfort and luxury.But, at the end the research was limiteddue to small sample size, small sample areaand time constraints.
8/3/2019 ppt on tata
4/29
COMPANY PROFILE
Tata motors were established onSeptember 1, 1945, originally for themanufacture of Steam Locomotives atJamshedpur.In 1969 Tata motors had become an
independent producer of MediumCommercial Vehicles. It had alsodeveloped the capability of designing,testing and manufacturing such vehicles.
8/3/2019 ppt on tata
5/29
It is the country's leading commercialvehicle manufacturer and has significantpresence in the multi-utility and passengercar segments.With the Launch of Tata Indica, an Euro 2
compliant vehicle, is the countrys firstindigenously designed, developed andmanufactured passenger car.
8/3/2019 ppt on tata
6/29
With the launch of Tata nano, Tata haspenetrated the market to its extreme by
making a car available for Rs. 132000only. This is the cheapest car in India tilldate and with the announcement of its
diesel variant it has made potential buyersto eagerly wait for it.
8/3/2019 ppt on tata
7/29
Marketing Strategies Followed By
TATA MOTORS1. Product, Branding, and Advertising
Advertising is one of the most common ways to make car buyer orcar enthusiast aware of the new car with special promotion price.
Another more important way of advertising is to create an image orbrand image. Take BMW Z3 for example, it was introduced in 1996and shortly the car has been used in the famous James Bond movie.Over the years Tata Motors have been successful in creating theirbrand image.
Other important marketing strategies are such as the
packaging, innovations, and quality control. Tata Motors providemany innovative features to attract car lover. One of theseinnovations is the Tata Safari 4X4 Dicor that has Reverse GuideSystem. A weather -proof camera is fixed to the rear car to help thedriver while reversing the car.
8/3/2019 ppt on tata
8/29
2. Pricing StrategyThere are various factors to determine a price of
a car. These factors are such as market condition(it cant be too low or too high with the prices of same vehicle from competitors, it has to be atpar), cost incurred to build a car, profit bycompany, dealer profit.Giving discount every month and special
promotion for certain type of vehicle also one of the strong strategy use by Tata Motors. Discountcan be made from Companys profit or fromdealers profit at certain range.
8/3/2019 ppt on tata
9/29
3. PlacePlace of dealership does play an important
role. The channel of distribution, physicallocation, and dealership method of distribution and sales is generally adopted.The distribution of vehicle must be in a verysystematic way, from the plant to dealershipand to end user. This is not only in Indiaitself but also to the world-wide dealership.
8/3/2019 ppt on tata
10/29
S.W.O.T MATRIX
Internal Analysis
Strengths Weaknesses
External Analysis
Opportunities Threaths
8/3/2019 ppt on tata
11/29
SWOT Matrix
Strengths Brand Image Dealers and service network Large shareholders base for capitalneeds Own steel plants
Weaknesses Lack of competence few models lined up Not a strong player in luxurysegment
Opportunities largest aspiring middle class prospective buyers from 2-wheelersegment
Threats strong competition safety and realibility aggressive policies by maruti
8/3/2019 ppt on tata
12/29
PLAYERS IN THE COMPACT SEGMENT
Maruti Udyog Ltd.Zen estilo, WagonR
Hundai motors India Ltd.Santro
Fiat India Automobiles Pvt. Ltd.
punto General Motors
Sparks
8/3/2019 ppt on tata
13/29
ResearchResearch Methodology: The data for the project was collected from
malls, customers at showrooms, markets and from public in Delhi.
Sample Size : Sample size of 60 was taken based on convenient SimpleRandom Sampling.
Research Tools : The data was collected through Survey QuestionnaireMethod.
Data Collection: Data was collected through the following-a) Primary sources: Questionnaire from General publicb) Secondary Sources: Magazines, newspapers, Internet.
8/3/2019 ppt on tata
14/29
Questionnaire
Questionnaire is a source of Primary Data.It is a simple way to collect data from general public
A multiple choice questions were given to the respondents
and they were asked to fill their opinion.The data was then analyzed and inferences were drawn onthat basis.
8/3/2019 ppt on tata
15/29
DATA ANALYSISData analysis is the most important part of
any questionnaire.The data was analyzed according to the
answers filed in by respondents.The data was put in charts to get a clear
comparison of services and satisfactionprovided by various operators.
8/3/2019 ppt on tata
16/29
ANALYSIS
Sample size 60 Respondents:
Owners of Santro 18 Owners of Zen estilo - 8 Owners of Indica 9 Owners of other cars 5
8/3/2019 ppt on tata
17/29
FINDINGSQ) What do you own? a) car b) Two Wheeler c) Nothing
From that it was found that40 people owned a car15 owned two wheelers and5 dont nothing
Car
Tw owheeler
Nothing
8/3/2019 ppt on tata
18/29
Q) Which car do you own?a) zen estilo b) santro c) indica d) others
From that it was found that :
8 people owns zen estilo18 people owns santro9 people owns indica5 people owns others
0
5
10
15
20
Response
8/3/2019 ppt on tata
19/29
Q) Are you satisfied with it? A) Yes b) No
From that it was found that35 were satisfied and25 were not.
05
10152025
3035
Ye s No
Response
8/3/2019 ppt on tata
20/29
How much do you spend on maintenance on a monthly basis?
a) 4000
From that it was found that38 spends below 100015 spends between 2000-40007 spends above 4000
4000
8/3/2019 ppt on tata
21/29
8/3/2019 ppt on tata
22/29
Q) Out of these which you will see first when you will buy a car?
From that it was found that.5 people consider cost before purchasing a car.4 people consider style before purchasing a car.
12 people consider performance before purchasing a car.15 people consider performance & style before purchasing a car.
0 5 10 15
cost
Style
performance
performance & style
cost & peformance
Response
8/3/2019 ppt on tata
23/29
Q) Are you planning to buy a car within next?
From that it was found that2 people want to purchase in a month5 people want to purchase within 2 months12 said 6 months20 said in a year21 said not in near future
05
10152025
In 1month
1 year
response
8/3/2019 ppt on tata
24/29
Q. Would You will purchase tata nano?
From that it was found that18 said yes32 said no10 said cant say
YES
NO
CAN'T SAY
8/3/2019 ppt on tata
25/29
Conclusion
In small segment consumer seeks for-:Good mileage
low maintenanceeasy availability of spare partseasy finance
Price
8/3/2019 ppt on tata
26/29
Recommendations
Should increase No. of service centersShould bring more variants
Easy availability of spares partsShould Increase No. of outletsShould employee more trained employees
8/3/2019 ppt on tata
27/29
Limitations
The size of sample was very small. Some information may vary for different people. Respondents might have given biased answers. Small sample size did not cover all age groups. Time constraint. The figures of result and analysis are approximate.
8/3/2019 ppt on tata
28/29
Biblography Internet: http://www.tata.com/0_careers/our_people/20020214_suman1.htm http://www.tata.com/0_b_sectors/index.htm http://www.cybersteering.com/auto_makers/telco/tata.html http://www.tata.com/tata_engg/index.htm http://www.tatainternational.com/automob_products.asp http://www.tata.com/tata_engg/articles/index.htm http://www.telcoindia.com/home.htm http://www.tata.com/tata_engg/media/20020228.htm http://www.tata.com/tata_engg/articles/2000106051indica2.htm http://www.tata.com/tcs/articles/20011110_auto_engg_service(1).htm www.marutiudyog.com www.hyudaimotorindia.com www.autoweb.com Magazines: Auto Car 2008 Auto India January 2007-08 Newspapers Times of India Hindustan times
http://www.autoweb.com/http://www.autoweb.com/http://www.autoweb.com/8/3/2019 ppt on tata
29/29
presented by- Abhishek Goel
0652061707(27)