Tata Motors
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Comparative Analysis of Consumer response towards TATA Motors & Others
Executive Summary As TATA MOTORS is regarded as one of the best fuel efficient cars. Hence I conducted a study on the consumer perception about small cars. Firstly, I took three brands of small cars; Zen estilo, Indica and Santro for a comparative study of small car segment. Later I went through the process of filling the questionnaires, to know exactly what the customer’s of small cars perceived about their cars.
All the cars taken for the sample showed that the consumers perceived them as almost same in all the attributes like safety, comfort and luxury. But, at the end the research was limited due to small sample size, small sample area and time constraints.
COMPANY PROFILE Tata
motors were established on September 1, 1945, originally for the manufacture of Steam Locomotives at Jamshedpur. In 1969 Tata motors had become an independent producer of Medium Commercial Vehicles. It had also developed the capability of designing, testing and manufacturing such vehicles.
It
is the country's leading commercial vehicle manufacturer and has significant presence in the multi-utility and passenger car segments. With the Launch of Tata Indica, an Euro 2 compliant vehicle, is the country’s first indigenously designed, developed and manufactured passenger car.
With
the launch of Tata nano, Tata has penetrated the market to its extreme by making a car available for Rs. 132000 only. This is the cheapest car in India till date and with the announcement of its diesel variant it has made potential buyers to eagerly wait for it.
Marketing Strategies Followed By TATA MOTORS
1. Product, Branding, and Advertising Advertising is one of the most common ways to make car buyer or car enthusiast aware of the new car with special promotion price. Another more important way of advertising is to create an image or brand image. Take BMW Z3 for example, it was introduced in 1996 and shortly the car has been used in the famous James Bond movie. Over the years Tata Motors have been successful in creating their brand image.
Other important marketing strategies are such as the packaging, innovations, and quality control. Tata Motors provide many innovative features to attract car lover. One of these innovations is the Tata Safari 4X4 Dicor that has “Reverse Guide System”. A weather-proof camera is fixed to the rear car to help the driver while reversing the car.
2. Pricing Strategy There are various factors to determine a price of a car. These factors are such as market condition (it can’t be too low or too high with the prices of same vehicle from competitors, it has to be at par), cost incurred to build a car, profit by company, dealer profit. Giving discount every month and special promotion for certain type of vehicle also one of the strong strategy use by Tata Motors. Discount can be made from Company’s profit or from dealer’s profit at certain range.
3.
Place Place of dealership does play an important role. The channel of distribution, physical location, and dealership method of distribution and sales is generally adopted. The distribution of vehicle must be in a very systematic way, from the plant to dealership and to end user. This is not only in India itself but also to the world-wide dealership.
S.W.O.T MATRIX Internal Analysis
Strengths
Weaknesses
External Analysis
Opportunities
Threaths
SWOT Matrix Strengths Brand Image ► Dealers and service network ► Large shareholders base for capital needs ► Own steel plants ►
Weaknesses Lack of competence ► few models lined up ► Not a strong player in luxury segment ►
Opportunities largest aspiring middle class ► prospective buyers from 2wheeler segment ►
Threats strong competition ► safety and realibility ► aggressive policies by maruti ►
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
Research Research 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 Simple Random Sampling”.
Research Tools : The data was collected through “Survey Questionnaire Method”.
Data Collection: Data was collected through the followinga) Primary sources: Questionnaire from General public b) Secondary Sources: Magazines, newspapers, Internet.
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 on that basis.
DATA ANALYSIS Data 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 satisfaction provided by various operators.
ANALYSIS ► Sample
size – 60 ► Respondents: ► Owners of Santro – 18 of Zen estilo - 8 ► Owners of Indica –9 ► Owners of other cars – 5 ► Owners
FINDINGS Q) What do you own? a) car b) Two Wheeler Car Two wheeler Nothing
From that it was found that 40 people owned a car 15 owned two wheelers and 5 don’t nothing
c) Nothing
Q) Which car do you own? a) zen estilo b) santro c) indica d) others
20 15 10 5 0
From that it was found that : 8 people owns zen estilo 18 people owns santro 9 people owns indica 5 people owns others
Response
Q) Are you satisfied with it? A) Yes b) No 35 30 25 20 15
Response
10 5 0 Yes
No
From that it was found that 35 were satisfied and 25 were not.
How much do you spend on maintenance on a monthly basis? a) <2000 b) 2000-4000 c) >4000
<2000 2000-4000 >4000
From that it was found that 38 spends below 1000 15 spends between 2000-4000 7 spends above 4000
Q) Name a car that comes first in your mind when you think of small segment car in India?
Santro Zen estilo Indica Others
From that it was found that : 18 said zen estilo 15 said santro 16 said Indica 11 said others
Q) Out of these which you will see first when you will buy a car?
cost & peformance performance & style Response
performance Style cost 0
5
10
15
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.
Q) Are you planning to buy a car within next? 25 20 15 10 5 0 In 1 month
response 1 year
From that it was found that 2 people want to purchase in a month 5 people want to purchase within 2 months 12 said 6 months 20 said in a year 21 said not in near future
Q. Would You will purchase tata nano?
From that it was found that 18 said yes 32 said no 10 said cant say
YES NO CAN'T SAY
Conclusion In small segment consumer seeks for-: Good mileage low maintenance easy availability of spare parts easy finance Price
Recommendations Should increase No. of service centers Should bring more variants Easy availability of spares parts Should Increase No. of outlets Should employee more trained employees
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.
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
presented byAbhishek Goel 0652061707(27)
Executive Summary As TATA MOTORS is regarded as one of the best fuel efficient cars. Hence I conducted a study on the consumer perception about small cars. Firstly, I took three brands of small cars; Zen estilo, Indica and Santro for a comparative study of small car segment. Later I went through the process of filling the questionnaires, to know exactly what the customer’s of small cars perceived about their cars.
All the cars taken for the sample showed that the consumers perceived them as almost same in all the attributes like safety, comfort and luxury. But, at the end the research was limited due to small sample size, small sample area and time constraints.
COMPANY PROFILE Tata
motors were established on September 1, 1945, originally for the manufacture of Steam Locomotives at Jamshedpur. In 1969 Tata motors had become an independent producer of Medium Commercial Vehicles. It had also developed the capability of designing, testing and manufacturing such vehicles.
It
is the country's leading commercial vehicle manufacturer and has significant presence in the multi-utility and passenger car segments. With the Launch of Tata Indica, an Euro 2 compliant vehicle, is the country’s first indigenously designed, developed and manufactured passenger car.
With
the launch of Tata nano, Tata has penetrated the market to its extreme by making a car available for Rs. 132000 only. This is the cheapest car in India till date and with the announcement of its diesel variant it has made potential buyers to eagerly wait for it.
Marketing Strategies Followed By TATA MOTORS
1. Product, Branding, and Advertising Advertising is one of the most common ways to make car buyer or car enthusiast aware of the new car with special promotion price. Another more important way of advertising is to create an image or brand image. Take BMW Z3 for example, it was introduced in 1996 and shortly the car has been used in the famous James Bond movie. Over the years Tata Motors have been successful in creating their brand image.
Other important marketing strategies are such as the packaging, innovations, and quality control. Tata Motors provide many innovative features to attract car lover. One of these innovations is the Tata Safari 4X4 Dicor that has “Reverse Guide System”. A weather-proof camera is fixed to the rear car to help the driver while reversing the car.
2. Pricing Strategy There are various factors to determine a price of a car. These factors are such as market condition (it can’t be too low or too high with the prices of same vehicle from competitors, it has to be at par), cost incurred to build a car, profit by company, dealer profit. Giving discount every month and special promotion for certain type of vehicle also one of the strong strategy use by Tata Motors. Discount can be made from Company’s profit or from dealer’s profit at certain range.
3.
Place Place of dealership does play an important role. The channel of distribution, physical location, and dealership method of distribution and sales is generally adopted. The distribution of vehicle must be in a very systematic way, from the plant to dealership and to end user. This is not only in India itself but also to the world-wide dealership.
S.W.O.T MATRIX Internal Analysis
Strengths
Weaknesses
External Analysis
Opportunities
Threaths
SWOT Matrix Strengths Brand Image ► Dealers and service network ► Large shareholders base for capital needs ► Own steel plants ►
Weaknesses Lack of competence ► few models lined up ► Not a strong player in luxury segment ►
Opportunities largest aspiring middle class ► prospective buyers from 2wheeler segment ►
Threats strong competition ► safety and realibility ► aggressive policies by maruti ►
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
Research Research 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 Simple Random Sampling”.
Research Tools : The data was collected through “Survey Questionnaire Method”.
Data Collection: Data was collected through the followinga) Primary sources: Questionnaire from General public b) Secondary Sources: Magazines, newspapers, Internet.
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 on that basis.
DATA ANALYSIS Data 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 satisfaction provided by various operators.
ANALYSIS ► Sample
size – 60 ► Respondents: ► Owners of Santro – 18 of Zen estilo - 8 ► Owners of Indica –9 ► Owners of other cars – 5 ► Owners
FINDINGS Q) What do you own? a) car b) Two Wheeler Car Two wheeler Nothing
From that it was found that 40 people owned a car 15 owned two wheelers and 5 don’t nothing
c) Nothing
Q) Which car do you own? a) zen estilo b) santro c) indica d) others
20 15 10 5 0
From that it was found that : 8 people owns zen estilo 18 people owns santro 9 people owns indica 5 people owns others
Response
Q) Are you satisfied with it? A) Yes b) No 35 30 25 20 15
Response
10 5 0 Yes
No
From that it was found that 35 were satisfied and 25 were not.
How much do you spend on maintenance on a monthly basis? a) <2000 b) 2000-4000 c) >4000
<2000 2000-4000 >4000
From that it was found that 38 spends below 1000 15 spends between 2000-4000 7 spends above 4000
Q) Name a car that comes first in your mind when you think of small segment car in India?
Santro Zen estilo Indica Others
From that it was found that : 18 said zen estilo 15 said santro 16 said Indica 11 said others
Q) Out of these which you will see first when you will buy a car?
cost & peformance performance & style Response
performance Style cost 0
5
10
15
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.
Q) Are you planning to buy a car within next? 25 20 15 10 5 0 In 1 month
response 1 year
From that it was found that 2 people want to purchase in a month 5 people want to purchase within 2 months 12 said 6 months 20 said in a year 21 said not in near future
Q. Would You will purchase tata nano?
From that it was found that 18 said yes 32 said no 10 said cant say
YES NO CAN'T SAY
Conclusion In small segment consumer seeks for-: Good mileage low maintenance easy availability of spare parts easy finance Price
Recommendations Should increase No. of service centers Should bring more variants Easy availability of spares parts Should Increase No. of outlets Should employee more trained employees
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.
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
presented byAbhishek Goel 0652061707(27)
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