Upload
ankit-singhvi
View
217
Download
0
Embed Size (px)
Citation preview
7/30/2019 Chandra Shekhar Final Marketing Strategies Customer Satisfaction for Tata
1/63
1
A
Live Research Report on
The Topic of
A STUDY OF POTENTIAL CUSTOMER BUYING BEHAVIOUR FOR TATAS
NANO CAR
In
Submitted In Partial Fulfillment Of theRequirement of
Master Degree in Business Administration
2011-2013
Submitted To: Submitted By:
Dr Disha Mathur Chandra Shekhar Sharma
Assistant Professor MBA Semester IV
Advent Institute of Management Studies
Udaipur
7/30/2019 Chandra Shekhar Final Marketing Strategies Customer Satisfaction for Tata
2/63
2
DECLARATION
I hereby declare that the project report entitled: A STUDY OF POTENTIAL
CUSTOMER BUYING BEHAVIOUR FOR TATAS NANO CAR
submitted in partial fulfillment of the requirement for the degree is my original work
and not submitted for the award of any other degree, diploma, fellowship, or any
other similar title or prizes.
Place:
Date: ________
7/30/2019 Chandra Shekhar Final Marketing Strategies Customer Satisfaction for Tata
3/63
3
ACKNOWLEDGEMENTS
I would like to add a few heartfelt words for the people who were part of this project in
numerous ways. My sincere gratitude to all the Dr Disha Mathur, Assistant
Professor for her valuable guidance, encouragement, useful suggestion, critical
evaluation and unending support which helped me accomplish the project.
Although I have expressed my gratitude and heartfelt thanks to organization guide
who helped me in reaching at this stage, through this acknowledgement, I would like
to thank all those people who has provided me all the information directly or
indirectly throughout this project report has been successfully completed.
CHANDRA SHEKHAR SHARMA
7/30/2019 Chandra Shekhar Final Marketing Strategies Customer Satisfaction for Tata
4/63
4
EXECUTIVE SUMMARY
In Todays competitive Scenario it becomes very necessary for the manufacturers to
woo the prospective customer by offering the desired features in product & more
value on product quality, look but all of them on affordable price.
Now a days Throat cut competition is going on in every area. Same is in car market
too. So Due to this car manufactures launch different different model car in market.
In this series Tatas launch a unique type of car which comes in market for 1st time.
This type of Low price car never use by consumer. So this is a Question that what
will be response for Nano car in market? What is expectation & Nano car can fulfill?
What will be its impact on sales of two wheeler of 2nd hand costly car?
As the part of this my department gave me the task to carrying out the study about
TATA Motors and result shown consumers focusing on price, design, brand image,
comfort during purchasing car. Impact on sales of two wheeler is reduced. My study
clearly shows that buyers have great expectations from Nano car.
7/30/2019 Chandra Shekhar Final Marketing Strategies Customer Satisfaction for Tata
5/63
5
TABLE OF CONTENTS
Serial No. Topics Page No.
1 INTRODUCTION TO THE INDUSTRY 1
2 COMPANY PROFILE 8
3 RESEARCH METHODOLOGY 26
3.1 Title of the Study
3.2 Objective Of Study
3.3 Scope Of The Study
3.4 Significance Of The Study
3.5 Research Design
3.6 Sampling Methodology
3.7 Limitations of the research
4 DATA ANALYSIS & INTERPRETATION 31
5 CONCLUSION 46
6 RECOMMENDATION AND SUGGESTIONS 48
APPENDIX
BIBLIOGRAPHY
7/30/2019 Chandra Shekhar Final Marketing Strategies Customer Satisfaction for Tata
6/63
6
Chapter - 1
INTRODUCTION
7/30/2019 Chandra Shekhar Final Marketing Strategies Customer Satisfaction for Tata
7/63
7
INTRODUCTION TO THE INDIAN AUTOMOTIVE INDUSTRY
The Indian automotive industry has the potential to emerge as one of the largest in
the world. India ranks number two globally in the two-wheeler segment next only to
China. It ranks 11th in car production and 13th in commercial vehicle production
globally. With increasing industrial production and growing spending power of the
Indian middle class households, the country is expected to make it to the top five
markets in the cars and commercial vehicles segment by 2020.
1: Indian Automotive Industry- Development and Growth
In the year 20011-12, sales of the Indian automotive industry crossed the historic
landmark of 10 million units. Sales (domestic as well as exports) of the industry had
grown from 5.51 million units in 2011-12 to 11.12 million units in 2011-12, at an
impressive Compound Annual Growth Rate (CAGR) of 15.5 per cent. This
extraordinary growth had been driven by a buoyant economy, increasing purchasing
power of the Indian middle class, new product launches and attractive finance
schemes from automobile manufacturers and financial institutions. Of the total sales,
roughly 10per cent was contributed by exports to various countries. In terms of
volume, the two wheelers segment with sales of 8.48 million units in 2011-12 had the
highest share of more than 76 per cent in the industry, followed by passenger
vehicles, three wheelers and commercial vehicles. The maximum growth, however,
had occurred in the commercial vehicles segment, which grew at a CAGR of 26.6 per
cent in the last five years to reach a sales figure of roughly 518,000 units in 2011-12.
The next highest growth was witnessed in the three wheelers segment, which grew
to roughly 548,000 units. The Indian automotive industry is highly competitive with a
number of global and Indian companies present in the market. The foreigncompanies are present in India either through joint ventures with local partners
wholly/partially owned technology tie-ups or as subsidiary companies of their parent
companies. Most players are present in more than one segment. The industry is also
witnessing diversification by players into other segments. The passenger cars and
commercial vehicles industries in particular are poised to witness the entry of new
players.
7/30/2019 Chandra Shekhar Final Marketing Strategies Customer Satisfaction for Tata
8/63
8
TATA MOTORS
PROFILE
Established in 1945, Tata Motors is India's largest automobile company. With a
portfolio that extends across commercial, passenger and utility vehicles, the
company generated revenues of Rs 32,426 crore (USD 7.2 billion) in 2011-12. It was
the first Indian automobile company to list on the New York Stock Exchange.
The company began manufacturing commercial vehicles in 1954 with a 15-
year collaboration agreement with Daimler Benz of Germany. Today Tata Motors is
India's largest commercial vehicle manufacturer; it is also among the world's top five
manufacturers of medium and heavy trucks and the world's second largest medium
and heavy bus manufacturer. Having entered the passenger vehicles segment in
1991, Tata Motors now ranks second in India's passenger vehicle market.
The company enjoys the prestige of having developed Tata Ace, India's first
indigenous light commercial vehicle; Tata Safari, India's first sports utility vehicle;
Tata Indica, India's first indigenously manufactured passenger car; and the Nano, the
world's least expensive car.
In March 2008, Tata Motors entered into a definitive agreement with Ford for
the purchase of Jaguar Land Rover.
7/30/2019 Chandra Shekhar Final Marketing Strategies Customer Satisfaction for Tata
9/63
9
Scope of study
Tata Motors' product range covers passenger cars, multi-utility vehicles and light,
medium and heavy commercial vehicles for goods and passenger transport.
PASSENGER CAR
The company launched the compact Tata Indica in 1998, the sedan Indigo in 2002
and the station wagon Indigo Marina in 2004. The next car to be rolled out will be the
Nano, unveiled in January 2008. Tata Motors already distributes Fiat-branded cars in
India.
UTILITY VEHICLES
Tata Sumo was launched in 1994 and Tata Safari in 1998. Variants of these models
are also available in the market.
COMMERCIAL VEHICLES
The company entered the mini-truck segment in 2005 with Tata Ace. The commercial
vehicle range extends from the light two-tone truck to heavy dumpers and multi-axle
vehicles in the above 40-tonne segment. Through the Tata Daewoo Commercial
Vehicle Company it offers high horsepower vehicles of 220 HP to 400 HP for dump
trucks, tractor-trailers, mixers and cargo applications.
The company also manufactures and sells passenger buses 12-seaters to
60-seaters in the light, medium and heavy segments, including Magic, a four-
wheeler public transport developed on the Ace platform, and Winger, a maxi-van.
7/30/2019 Chandra Shekhar Final Marketing Strategies Customer Satisfaction for Tata
10/63
10
ASSOCIATES
Tata Motors is pursuing growth internationally through exports and acquisitions. It
has a joint venture with Marco polo, the Brazil-based maker of bus and coach bodies.
It has also entered into a joint venture with Thonburi Automotive Assembly Plant
Company of Thailand to manufacture and market the company's pickup vehicles in
Thailand. Tata Motors and Fiat Auto have entered into an agreement for a Tata
license to build a commercial vehicle at Fiat's facilities in Cordoba, Argentina.
The company has made substantial investments in building a network of
associate and subsidiary companies and joint ventures that complement and support
its business activities. These include:
Tata Daewoo Commercial Vehicle Company is a 100 per cent subsidiary of Tata
Motors in the business of heavy commercial vehicles. It is South Korea's second
largest truck maker and the largest exporter of heavy trucks.
Telco Construction Equipment Company makes construction equipment and
offers allied services. Tata Motors has a 60 per cent holding; the rest is held by
Hitachi Construction Machinery Company, Japan.
Tata Technologiesprovides specialized engineering and design services, product
lifecycle management and product-centric information technology services. It has
two operating companies, INCAT and Tata Technologies iKS.
Tata Cummins manufactures high horsepower engines used in the company's
range of commercial vehicles.
HV Transmissions and HV Axles are 100 per cent subsidiaries that make
gearboxes and axles for heavy and medium commercial vehicles.
TAL Manufacturing Solutions is a 100 per cent subsidiary that provides factory
automation solutions and designs and manufactures a wide range of machine tools.
Tata Motors European Technical Centre is a UK-based 100 per cent subsidiary
engaged in design engineering and development of products.
TML Financial Services is a 100 per cent subsidiary in the business of financing
customers and channel partners of Tata Motors.
Hispano Carrocera is a reputed Spanish bus manufacturing company in which the
company has acquired a 21 per cent stake.
http://www.tata.com/tce_cons_engg/index.htmhttp://www.tata.com/tce_cons_engg/index.htmhttp://www.tata.com/tata_tech/index.htmhttp://www.tata.com/tata_tech/index.htmhttp://www.tata.com/tata_cummins/index.htmhttp://www.tata.com/tata_cummins/index.htmhttp://www.tata.com/tal/index.htmhttp://www.tata.com/tal/index.htmhttp://www.tata.com/tal/index.htmhttp://www.tata.com/tata_cummins/index.htmhttp://www.tata.com/tata_tech/index.htmhttp://www.tata.com/tce_cons_engg/index.htm7/30/2019 Chandra Shekhar Final Marketing Strategies Customer Satisfaction for Tata
11/63
11
Tata Auto Comp Systems (TACO) is a holding company for promoting domestic
and foreign joint ventures in auto components and systems. It is also engaged in
engineering services, supply chain management and after-market operations for the
auto industry.
Concorde Motors is a 100 per cent subsidiary that retails Tata Motors' range of
passenger vehicles
CORPORATE SOCIAL RESPONSIBILITY
Tata Motors is a signatory to the United Nations Global Compact. It focuses on
health, education, water management, environment and employment generation
issues in areas where it operates. These continuing initiatives have received national
recognition: Tata Motors was conferred the 'CII-ITC Sustainability Award 2006 for
Significant Achievement on the Journey towards Sustainable Development' and the
'Golden Peacock Award for Corporate Social Responsibility'.
Tata Motors has led the Indian automobile industry's anti-pollution efforts
through a series of initiatives in effluent and emission control. The company
introduced emission control engines in its vehicles in India before the norm was
made statutory. Modern effluent treatment facilities, soil and water conservation
programmers and tree plantation drives at its plant locations contribute to the
protection of the environment and the creation of green belts.
LOCATION
Tata Motors' plants are located at Jamshedpur (eastern India), Pune (west), Lucknow
and Pantnagar (north). Tata Motors and Fiat have set up a common manufacturing
facility at Ranjangaon, near Pune. The company is establishing two new plants at
Dharwad (south) and Singur (east).
http://www.tata.com/tata_autocomp/index.htmhttp://www.tata.com/tata_autocomp/index.htmhttp://www.tata.com/tata_autocomp/index.htm7/30/2019 Chandra Shekhar Final Marketing Strategies Customer Satisfaction for Tata
12/63
12
HISTORY
Tata Motors is a part of the Tata and Sons Group, founded by Jamshetji Tata. The
company was established in 1945 as a locomotive manufacturing unit and later
expanded its operations to commercial vehicle sector in 1954 after forming a joint
venture with Daimler-BenzAG of Germany.
1960-1986
Tata Motors launches its first truck in collaboration with Mercedes-Benz
Tata Motors started its commercial vehicle operations in 1960 with the
manufacturing of first commercial vehicle (a copy of a Daimler Benz model) in Pune.
It took five years for the company to begin the commercial production of heavy
commercial Vehicles. Considering the road infrastructure of the country which does
not support heavy vehicles the company adopted a route for light commercial
vehicles (LCV). It came out with its first LCV, Tata 407, in 1986.
1987-1996
Post liberalization, in order to expand rapidly, the company adopted the route to joint
ventures. In 1993, it signed with Cummins Engine Co., Inc., for the manufacture of
high horsepower and emission friendly diesel engines. It was an effort made to
reduce the pollution in the existing Tata engines and to produce moreenvironmentally friendly engines. Furthering the trail of JVs it signed a joint venture
agreement with Tata Holset Ltd., UK, for manufacturing turbochargers to be used on
Cummins engines.
1997-2006
In 2000, it launched compressed natural gas (CNG) buses and also filled the product
line gap through the introduction of the 1109 vehicle which is an intermediatecommercial vehicle and is useful for medium tonnage loads. Post 2000, the company
http://en.wikipedia.org/wiki/Jamshetji_Tatahttp://en.wikipedia.org/wiki/Daimler-Benzhttp://en.wikipedia.org/wiki/Mercedes-Benzhttp://en.wikipedia.org/wiki/Compressed_natural_gashttp://en.wikipedia.org/wiki/Image:Tatamilestone_1.jpghttp://en.wikipedia.org/wiki/Compressed_natural_gashttp://en.wikipedia.org/wiki/Mercedes-Benzhttp://en.wikipedia.org/wiki/Daimler-Benzhttp://en.wikipedia.org/wiki/Jamshetji_Tata7/30/2019 Chandra Shekhar Final Marketing Strategies Customer Satisfaction for Tata
13/63
13
introduced a variety of new models. It introduced the Ex- series vehicles with high
tonnage capacity and high pick up and also came out with the entirely new LCV (207
DI) with direct ignition technology to cater to the customers' requiring one and same
vehicle for commercial as well as personal use.
TATA INDICA
After years of dominating the commercial vehicle market in India, Tata Motors
entered the passenger vehicle by launching hatch-back car, the Tata Indica. Indica
was the first car indigenously designed in India. Though the car was initially panned
by auto-analysts, the car's excellent fuel economy, powerful engine and aggressive
marketing strategy made it one of the best selling cars in the history of the Indian
automobile industry. A newer version of the car, named Indica V2, was a major
improvement over the previous version and quickly became a mass-favorite. A re-
badged version of the car, known as City Rover, was sold in the United Kingdom.
Tata Motors also successfully exported large quantities of the car to South Africa.
The success of Indica in many ways marked the rise of Tata Motors.
DAEWOO ACQUISITION
Tata Novus is one of the best selling commercial trucks in South Korea.
With the success of Tata Indica, Tata Motors aimed to increase its presence
world-wide. In 2004, it acquired the Daewoo Commercial Vehicle Company of South
Korea. The reasons behind the acquisition were:-
http://en.wikipedia.org/wiki/Tata_Indicahttp://en.wikipedia.org/wiki/CityRoverhttp://en.wikipedia.org/wiki/United_Kingdomhttp://en.wikipedia.org/wiki/South_Africahttp://en.wikipedia.org/wiki/Tata_Novushttp://en.wikipedia.org/wiki/Image:Tata_novus_ra06.JPGhttp://en.wikipedia.org/wiki/Image:AutoExpoIndica.jpghttp://en.wikipedia.org/wiki/Image:Tata_novus_ra06.JPGhttp://en.wikipedia.org/wiki/Image:AutoExpoIndica.jpghttp://en.wikipedia.org/wiki/Tata_Novushttp://en.wikipedia.org/wiki/South_Africahttp://en.wikipedia.org/wiki/United_Kingdomhttp://en.wikipedia.org/wiki/CityRoverhttp://en.wikipedia.org/wiki/Tata_Indica7/30/2019 Chandra Shekhar Final Marketing Strategies Customer Satisfaction for Tata
14/63
14
Companys global plans to reduce domestic exposure. The domestic commercial
vehicle market is highly cyclical in nature and prone to fluctuations in the domestic
economy. Tata Motors has a high domestic exposure of ~94% in the MHCV segment
and ~84% in the light commercial vehicle (LCV) segment. Since the domestic
commercial vehicle sales of the company are at the mercy of the structural economic
factors, it is increasingly looking at the international markets. The company plans to
diversify into various markets across the world in both MHCV as well as LCV
segments.
To expand the product portfolio Tata Motors recently introduced the 25MT GVW
Tata Novus from Daewoos (South Korea) (TDCV) platform. Tata plans to leverage
on the strong presence of TDCV in the heavy-tonnage range and introduce products
in India at an appropriate time. This was mainly to cater to the international market
and also to cater to the domestic market where a major improvement in the Road
infrastructure was done through the National Highway Development Project
On its journey to make an international foot print, it continued its expansion
through the introduction of new products into the market range of buses (Starbus &
Globus).
JOINT VENTURES
In 2005, sensing the huge opportunity in the fully built bus segment, Tata Motors
acquired 21% stake in Hispano Carrocera SA, Spanish bus manufacturing company
and introduced its high-end inter-city buses in the country.
Tata Motors has also formed a 51:49 joint venture with Marco polo S.A., a
Brazil-based global leader in bus body building. This joint venture is to manufactureand assemble fully-built buses and coaches targeted at developing mass rapid
transportation systems. The joint venture will absorb technology and expertise in
chassis and aggregates from Tata Motors, and Marco polo will provide know-how in
processes and systems for bodybuilding and bus body design.
A venture with British carmakerMG Roversaw the launch of the City Roverin
2003. This car was based on the Tata Indica and built alongside it in India, but sales
were not strong and production finished in April 2005 when MG Rover went bankrupt.
MG Rover was purchased by Nanjing Automobile ofChina three months later, but
http://en.wikipedia.org/wiki/Hispano_Carrocerahttp://en.wikipedia.org/wiki/Bushttp://en.wikipedia.org/wiki/Marcopolo_S.A.http://en.wikipedia.org/wiki/United_Kingdomhttp://en.wikipedia.org/wiki/MG_Roverhttp://en.wikipedia.org/wiki/CityRoverhttp://en.wikipedia.org/wiki/Tata_Indicahttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Bankruptcyhttp://en.wikipedia.org/wiki/Nanjing_Automobilehttp://en.wikipedia.org/wiki/Chinahttp://en.wikipedia.org/wiki/Chinahttp://en.wikipedia.org/wiki/Nanjing_Automobilehttp://en.wikipedia.org/wiki/Bankruptcyhttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Tata_Indicahttp://en.wikipedia.org/wiki/CityRoverhttp://en.wikipedia.org/wiki/MG_Roverhttp://en.wikipedia.org/wiki/United_Kingdomhttp://en.wikipedia.org/wiki/Marcopolo_S.A.http://en.wikipedia.org/wiki/Bushttp://en.wikipedia.org/wiki/Hispano_Carrocera7/30/2019 Chandra Shekhar Final Marketing Strategies Customer Satisfaction for Tata
15/63
15
when car production resumed in 2007, the City Rover was not part of the production
plans.
TATA ACE
Tata Ace, India's first indigenously developed sub-one ton mini-truck was launched in
May 2005. The mini-truck was a huge success in India with auto-analysts claiming
that Ace had changed the dynamics of the light commercial vehicle (LCV) market in
the country by creating a new market segment termed the small commercial vehicle
(SCV) segment. Ace rapidly emerged as the first choice for transporters and single
truck owners for city and rural transport. By October 2005, LCV sales of Tata Motors
had grown by 36.6 percent to 28,537 units due to the rising demand for Ace. The Acewas built with a load body produced by Auto line Industries. By 2005, Auto line was
producing 300 load bodies per day for Tata Motors.
Tata Ace has also been exported to several European, South American and
African countries. Electric-versions of Tata Ace are sold through Chrysler's Global
Electric Motorcars division.
2007
Tata Pick Up, unveiled in 2007, is expected to enter European and American market
by 2009.
In 2007, Tata Motors launched several concept models and future designs of
existing models. It also formed joint ventures with various local companies in several
countries to assemble Tata cars. Tata Motors launched a re-designed version ofTata
Xenon TL during Motor Show Bologna which would be assembled in Thailand and
Argentina. A pick-up variant of Tata Sumo was also launched under the program'Global Pick-Up'. The company plans to launch the new pick-up model in India,
http://en.wikipedia.org/wiki/Autolinehttp://en.wikipedia.org/wiki/Autolinehttp://en.wikipedia.org/wiki/Chryslerhttp://en.wikipedia.org/wiki/Tata_Xenonhttp://en.wikipedia.org/wiki/Tata_Xenonhttp://en.wikipedia.org/wiki/Thailandhttp://en.wikipedia.org/wiki/Argentinahttp://en.wikipedia.org/wiki/Tata_Sumohttp://en.wikipedia.org/wiki/Pick-uphttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Image:Tatapickup3117enimagesbwp4.jpghttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Pick-uphttp://en.wikipedia.org/wiki/Tata_Sumohttp://en.wikipedia.org/wiki/Argentinahttp://en.wikipedia.org/wiki/Thailandhttp://en.wikipedia.org/wiki/Tata_Xenonhttp://en.wikipedia.org/wiki/Tata_Xenonhttp://en.wikipedia.org/wiki/Chryslerhttp://en.wikipedia.org/wiki/Autolinehttp://en.wikipedia.org/wiki/Autoline7/30/2019 Chandra Shekhar Final Marketing Strategies Customer Satisfaction for Tata
16/63
16
Southeast Asia, Europe, South Africa,Turkey and Saudi Arabia. Tata Motors also
unveiled newer model of Tata Indigo and Tata Elegant concept-car during the
Geneva Auto Show.
Tata Motors also formed a joint venture with Fiat and gained access to Fiats
diesel engine technology. Tata Motors is looking to extend its relationship with Fiat
and Iveco to other segments like the 'Global Pick-Up' program. The launch of the
'Global Pick-Up' will mark the entry of the company into developed markets like
Europe and the United States. The project was initially collaboration between Tata
Motors and its subsidiary Tata Daewoo Commercial Vehicles, but later Tata Motors
decided to work with Iveco as Daewoos design was not in sync with the needs of
sophisticated European customers. The company has formed a joint venture with
Thailands Thonburi Company, an independent auto assembler, in which Tata Motors
will hold a 70% stake.
2008 ONWARDS
COMPRESSED AIR CAR
Tata Motors and Motor Development International of Luxembourg have jointly
developed the world's first commercially-viable prototype of a compressed air car,
named One CAT.
http://en.wikipedia.org/wiki/Southeast_Asiahttp://en.wikipedia.org/wiki/Europehttp://en.wikipedia.org/wiki/South_Africahttp://en.wikipedia.org/wiki/Turkeyhttp://en.wikipedia.org/wiki/Saudi_Arabiahttp://en.wikipedia.org/wiki/Tata_Indigohttp://en.wikipedia.org/wiki/Tata_Elegantehttp://en.wikipedia.org/wiki/Joint_venturehttp://en.wikipedia.org/wiki/Fiathttp://en.wikipedia.org/wiki/Diesel_enginehttp://en.wikipedia.org/wiki/Ivecohttp://en.wikipedia.org/wiki/Europehttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/Ivecohttp://en.wikipedia.org/wiki/Joint_venturehttp://en.wikipedia.org/wiki/Motor_Development_Internationalhttp://en.wikipedia.org/wiki/Luxembourghttp://en.wikipedia.org/wiki/Compressed_air_carhttp://en.wikipedia.org/wiki/Image:Catvertroquette.jpghttp://en.wikipedia.org/wiki/Compressed_air_carhttp://en.wikipedia.org/wiki/Luxembourghttp://en.wikipedia.org/wiki/Motor_Development_Internationalhttp://en.wikipedia.org/wiki/Joint_venturehttp://en.wikipedia.org/wiki/Ivecohttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/Europehttp://en.wikipedia.org/wiki/Ivecohttp://en.wikipedia.org/wiki/Diesel_enginehttp://en.wikipedia.org/wiki/Fiathttp://en.wikipedia.org/wiki/Joint_venturehttp://en.wikipedia.org/wiki/Tata_Elegantehttp://en.wikipedia.org/wiki/Tata_Indigohttp://en.wikipedia.org/wiki/Saudi_Arabiahttp://en.wikipedia.org/wiki/Turkeyhttp://en.wikipedia.org/wiki/South_Africahttp://en.wikipedia.org/wiki/Europehttp://en.wikipedia.org/wiki/Southeast_Asia7/30/2019 Chandra Shekhar Final Marketing Strategies Customer Satisfaction for Tata
17/63
17
It has air tanks that can be filled in 4 hours by plugging the car into a standard
electrical plug. MDI plans to also design a gas station compressor, which would fill
the tanks in 3 minutes. There are no gasoline costs and no fossil fuel emissions from
the vehicle. There is cost, pollutant emissions, and greenhouse gas emissions from
the generation of the electricity used to compress the air. These emissions can be
mitigated or eliminated; depending on the source of the electricity (e.g. coal fired
power plant, nuclear, solar, etc.).
One CAT is a five seat vehicle with a 200-litre (7.1 cu ft) trunk. With full tanks it will
run at 100 km/h (62 mph) for 90 kilometers (56 mi) range in urban cycle. It is actually
a dual fuel car but it is more efficient than any present Hybrid cars.
7/30/2019 Chandra Shekhar Final Marketing Strategies Customer Satisfaction for Tata
18/63
18
TATA MOTORS CARS IN INDIA
Small Cars
Mid Size Cars
Premium Cars
Luxury Cars
Sport Utility Vehicle
Browse Cars by Company
TATA MOTORS LIMITED
Tata Motors Limited is India's largest automobile company, with revenues of Rs.
24,000 crores in 2005-06. Its name comes first in the category of commercial
vehicles and the second largest in the passenger vehicles, mid size car and utility
vehicle segments. The company is the world's fifth largest medium and heavy
commercial vehicle manufacturer.
Over 3.5 million Tata vehicles are moving on Indian roads, since 1954. Its
manufacturing plant is located at Jamshedpur, Pune and Lucknow.
MODELS OF TATA MOTORS CARS
MODEL-TYPE
Safari Dicor
Safari DICOR VX
Safari DICOR EX
Safari DICOR LX
Safari DICOR 2.2 VTT -SUV
Tata Indigo
Petrol Variants
o Indigo GLE
o Indigo GLS
o Indigo GLX Diesel Variants
http://auto.indiamart.com/cars/http://auto.indiamart.com/cars/small-cars.htmlhttp://auto.indiamart.com/cars/mid-size-cars.htmlhttp://auto.indiamart.com/cars/premium-cars.htmlhttp://auto.indiamart.com/cars/luxury-cars.htmlhttp://auto.indiamart.com/cars/sport-utility-vehicle.htmlhttp://auto.indiamart.com/cars/tata-motors-cars.html#all-company-cars#all-company-carshttp://auto.indiamart.com/cars/tata-safari-dicor/http://auto.indiamart.com/cars/tata-safari-dicor/index.html#vxhttp://auto.indiamart.com/cars/tata-safari-dicor/index.html#exhttp://auto.indiamart.com/cars/tata-safari-dicor/index.html#lxhttp://auto.indiamart.com/cars/tata-safari-dicor/index.html#vtthttp://auto.indiamart.com/cars/sport-utility-vehicle.htmlhttp://auto.indiamart.com/cars/tata-indigo/http://auto.indiamart.com/cars/tata-indigo/index.html#petrolhttp://auto.indiamart.com/cars/tata-indigo/index.html#petrolhttp://auto.indiamart.com/cars/tata-indigo/index.html#glehttp://auto.indiamart.com/cars/tata-indigo/index.html#glshttp://auto.indiamart.com/cars/tata-indigo/index.html#glxhttp://auto.indiamart.com/cars/tata-indigo/index.html#dieselhttp://auto.indiamart.com/cars/tata-indigo/index.html#dieselhttp://auto.indiamart.com/cars/tata-indigo/index.html#dieselhttp://auto.indiamart.com/cars/tata-indigo/index.html#glxhttp://auto.indiamart.com/cars/tata-indigo/index.html#glshttp://auto.indiamart.com/cars/tata-indigo/index.html#glehttp://auto.indiamart.com/cars/tata-indigo/index.html#petrolhttp://auto.indiamart.com/cars/tata-indigo/http://auto.indiamart.com/cars/sport-utility-vehicle.htmlhttp://auto.indiamart.com/cars/tata-safari-dicor/index.html#vtthttp://auto.indiamart.com/cars/tata-safari-dicor/index.html#lxhttp://auto.indiamart.com/cars/tata-safari-dicor/index.html#exhttp://auto.indiamart.com/cars/tata-safari-dicor/index.html#vxhttp://auto.indiamart.com/cars/tata-safari-dicor/http://auto.indiamart.com/cars/tata-motors-cars.html#all-company-cars#all-company-carshttp://auto.indiamart.com/cars/sport-utility-vehicle.htmlhttp://auto.indiamart.com/cars/luxury-cars.htmlhttp://auto.indiamart.com/cars/premium-cars.htmlhttp://auto.indiamart.com/cars/mid-size-cars.htmlhttp://auto.indiamart.com/cars/small-cars.htmlhttp://auto.indiamart.com/cars/7/30/2019 Chandra Shekhar Final Marketing Strategies Customer Satisfaction for Tata
19/63
19
o Indigo LX
o Indigo LS
Tata Indigo LS Dicor
Tata Indigo LX Dicor-Mid-Size
Tata Indigo SX
Petrol
Diesel -Mid-Size
Tata Indica
Tata Indica V2
o DLX
o DLG
o DLS
o DLE
Tata Indica V2 Xeta
o GLX
o GLG
o GLS
o GLE
Tata Indica V2 Turbo
o DLG
DLX -Mid-Size
Tata Indigo Marina
Indigo Marina -Diesel
o Indigo Marina LS
o Indigo Marina LX
Indigo Marina -Petrol
o Indigo Marina GLE
http://auto.indiamart.com/cars/tata-indigo/index.html#lxhttp://auto.indiamart.com/cars/tata-indigo/index.html#lshttp://auto.indiamart.com/cars/tata-indigo/index.html#ls%20dicorhttp://auto.indiamart.com/cars/tata-indigo/index.html#ls%20dicorhttp://auto.indiamart.com/cars/tata-indigo/index.html#lx%20dicorhttp://auto.indiamart.com/cars/mid-size-cars.htmlhttp://auto.indiamart.com/cars/tata-indigo-sx/http://auto.indiamart.com/cars/tata-indigo-sx/index.html#petrolhttp://auto.indiamart.com/cars/tata-indigo-sx/index.html#dieselhttp://auto.indiamart.com/cars/mid-size-cars.htmlhttp://auto.indiamart.com/cars/indica/http://auto.indiamart.com/cars/indica/index.html#v2http://auto.indiamart.com/cars/indica/index.html#v2http://auto.indiamart.com/cars/indica/index.html#v2http://auto.indiamart.com/cars/indica/index.html#v2http://auto.indiamart.com/cars/indica/index.html#v2http://auto.indiamart.com/cars/indica/index.html#v2http://auto.indiamart.com/cars/indica/index.html#xetahttp://auto.indiamart.com/cars/indica/index.html#xetahttp://auto.indiamart.com/cars/indica/index.html#xetahttp://auto.indiamart.com/cars/indica/index.html#xetahttp://auto.indiamart.com/cars/indica/index.html#xetahttp://auto.indiamart.com/cars/indica/index.html#xetahttp://auto.indiamart.com/cars/indica/index.html#turbohttp://auto.indiamart.com/cars/indica/index.html#turbohttp://auto.indiamart.com/cars/indica/index.html#turbohttp://auto.indiamart.com/cars/indica/index.html#turbohttp://auto.indiamart.com/cars/mid-size-cars.htmlhttp://auto.indiamart.com/cars/tata-indigo-marina/http://auto.indiamart.com/cars/tata-indigo-marina/index.html#dieselhttp://auto.indiamart.com/cars/tata-indigo-marina/index.html#dieselhttp://auto.indiamart.com/cars/tata-indigo-marina/index.html#lshttp://auto.indiamart.com/cars/tata-indigo-marina/index.html#lxhttp://auto.indiamart.com/cars/tata-indigo-marina/index.html#petrolhttp://auto.indiamart.com/cars/tata-indigo-marina/index.html#petrolhttp://auto.indiamart.com/cars/tata-indigo-marina/index.html#glehttp://auto.indiamart.com/cars/tata-indigo-marina/index.html#glehttp://auto.indiamart.com/cars/tata-indigo-marina/index.html#petrolhttp://auto.indiamart.com/cars/tata-indigo-marina/index.html#lxhttp://auto.indiamart.com/cars/tata-indigo-marina/index.html#lshttp://auto.indiamart.com/cars/tata-indigo-marina/index.html#dieselhttp://auto.indiamart.com/cars/tata-indigo-marina/http://auto.indiamart.com/cars/mid-size-cars.htmlhttp://auto.indiamart.com/cars/indica/index.html#turbohttp://auto.indiamart.com/cars/indica/index.html#turbohttp://auto.indiamart.com/cars/indica/index.html#turbohttp://auto.indiamart.com/cars/indica/index.html#xetahttp://auto.indiamart.com/cars/indica/index.html#xetahttp://auto.indiamart.com/cars/indica/index.html#xetahttp://auto.indiamart.com/cars/indica/index.html#xetahttp://auto.indiamart.com/cars/indica/index.html#xetahttp://auto.indiamart.com/cars/indica/index.html#v2http://auto.indiamart.com/cars/indica/index.html#v2http://auto.indiamart.com/cars/indica/index.html#v2http://auto.indiamart.com/cars/indica/index.html#v2http://auto.indiamart.com/cars/indica/index.html#v2http://auto.indiamart.com/cars/indica/http://auto.indiamart.com/cars/mid-size-cars.htmlhttp://auto.indiamart.com/cars/tata-indigo-sx/index.html#dieselhttp://auto.indiamart.com/cars/tata-indigo-sx/index.html#petrolhttp://auto.indiamart.com/cars/tata-indigo-sx/http://auto.indiamart.com/cars/mid-size-cars.htmlhttp://auto.indiamart.com/cars/tata-indigo/index.html#lx%20dicorhttp://auto.indiamart.com/cars/tata-indigo/index.html#ls%20dicorhttp://auto.indiamart.com/cars/tata-indigo/index.html#lshttp://auto.indiamart.com/cars/tata-indigo/index.html#lx7/30/2019 Chandra Shekhar Final Marketing Strategies Customer Satisfaction for Tata
20/63
20
o Indigo Marina GLS
o Indigo Marina GLX
Indigo Marina Dicor-SUV
Tata Magic-Small size
Tata Sumo
Sumo Victa
Sumo SE+
Sumo SE 4*4
Sumo 4*4
Sumo Spacio ST Sumo Spacio
Sumo Grande -SUV
AWAITED MODEL OF TATA MOTOR CARS
MODEL-TYPE
Air car OneCat -Small Size CarPeople's car-Small Size Car
Tata Elegant-Mid Size Car
TATA NANO
http://auto.indiamart.com/cars/tata-indigo-marina/index.html#glshttp://auto.indiamart.com/cars/tata-indigo-marina/index.html#glxhttp://auto.indiamart.com/cars/tata-indigo-marina/index.html#dicorhttp://auto.indiamart.com/cars/tata-indigo-marina/index.html#dicorhttp://auto.indiamart.com/cars/sport-utility-vehicle.htmlhttp://auto.indiamart.com/cars/small-cars.htmlhttp://auto.indiamart.com/cars/small-cars.htmlhttp://auto.indiamart.com/cars/tata-sumo/http://auto.indiamart.com/cars/tata-sumo/index.html#sumo-1http://auto.indiamart.com/cars/tata-sumo/index.html#sumo-2http://auto.indiamart.com/cars/tata-sumo/index.html#sumo-3http://auto.indiamart.com/cars/tata-sumo/index.html#sumo-4http://auto.indiamart.com/cars/tata-sumo/index.html#sumo-5http://auto.indiamart.com/cars/tata-sumo/index.html#sumo-6http://auto.indiamart.com/cars/tata-sumo/index.html#sumo-7http://auto.indiamart.com/cars/sport-utility-vehicle.htmlhttp://auto.indiamart.com/cars/small-cars.htmlhttp://auto.indiamart.com/cars/small-cars.htmlhttp://auto.indiamart.com/cars/small-cars.htmlhttp://auto.indiamart.com/cars/small-cars.htmlhttp://auto.indiamart.com/cars/mid-size-cars.htmlhttp://auto.indiamart.com/cars/mid-size-cars.htmlhttp://en.wikipedia.org/wiki/Image:Nano.jpghttp://auto.indiamart.com/cars/mid-size-cars.htmlhttp://auto.indiamart.com/cars/small-cars.htmlhttp://auto.indiamart.com/cars/small-cars.htmlhttp://auto.indiamart.com/cars/sport-utility-vehicle.htmlhttp://auto.indiamart.com/cars/tata-sumo/index.html#sumo-7http://auto.indiamart.com/cars/tata-sumo/index.html#sumo-6http://auto.indiamart.com/cars/tata-sumo/index.html#sumo-5http://auto.indiamart.com/cars/tata-sumo/index.html#sumo-4http://auto.indiamart.com/cars/tata-sumo/index.html#sumo-3http://auto.indiamart.com/cars/tata-sumo/index.html#sumo-2http://auto.indiamart.com/cars/tata-sumo/index.html#sumo-1http://auto.indiamart.com/cars/tata-sumo/http://auto.indiamart.com/cars/small-cars.htmlhttp://auto.indiamart.com/cars/sport-utility-vehicle.htmlhttp://auto.indiamart.com/cars/tata-indigo-marina/index.html#dicorhttp://auto.indiamart.com/cars/tata-indigo-marina/index.html#glxhttp://auto.indiamart.com/cars/tata-indigo-marina/index.html#gls7/30/2019 Chandra Shekhar Final Marketing Strategies Customer Satisfaction for Tata
21/63
21
Tata has developed a car, named Tata Nano that aims to sell in 2008. It is the least
expensive production car in the world: the price is about 100 000 (USD $2,500). The
company unveiled the supermini carduring the Auto Expo 2008 exhibition in Pragati
Maidan, New Delhi.
Tata has faced controversy over developing the Nano. Some environmentalists are
concerned that the launch of such a low-price car could lead to mass motorization in
India with adverse effects on pollution and global warming. There was also a strong
opposition to the compulsory acquisition of land for the proposed car factory in
Singur.
JAGUAR CARS AND LAND ROVER
As of March 26th 2008, Tata Motors reached agreement with Ford to purchase their
Jaguar Land Rover operations for two billion dollars. The sale is expected to be
completed by the end of the second quarter of 2008.[18]Tata will also gain the rights
to the Daimler, Lanchester.
NANO CAR: A PASSAGE FROM DREAM TO REALITY.
Start at the beginning
In 2003, a four-member team from Tata Motors was asked to work on a new project. The
brief was very fluid. "It began as an advance engineering project. The idea was to try and
create a very low cost transportation with four wheels - it was not even defined as a car,"
says Nikhil A Jadhav, industrial designer, INCAT, who has been working on the projectsince inception.
"What was defined was the cost: Rs1 lakh, about $2500 (at the time the smallest car cost
around Rs2.5 lakh), without compromising on aesthetics, value to the customer, or safety
and environment requirements, says Jai Bolar, senior manager (development), ERC, and
a member of the initial team. The project was a Herculean challenge indeed...
http://en.wikipedia.org/wiki/Tata_Nanohttp://en.wikipedia.org/wiki/Supermini_carhttp://en.wikipedia.org/wiki/Pragati_Maidanhttp://en.wikipedia.org/wiki/Pragati_Maidanhttp://en.wikipedia.org/wiki/Tata_Nano#Mass_motorization_and_climate_changehttp://en.wikipedia.org/wiki/Singur#Proposed_car_factoryhttp://en.wikipedia.org/wiki/Tata_Motors#cite_note-tata_20080326-17#cite_note-tata_20080326-17http://en.wikipedia.org/wiki/Tata_Motors#cite_note-tata_20080326-17#cite_note-tata_20080326-17http://en.wikipedia.org/wiki/Tata_Motors#cite_note-tata_20080326-17#cite_note-tata_20080326-17http://en.wikipedia.org/wiki/Daimler_Motor_Companyhttp://en.wikipedia.org/wiki/Lanchester_Motor_Companyhttp://en.wikipedia.org/wiki/Lanchester_Motor_Companyhttp://en.wikipedia.org/wiki/Daimler_Motor_Companyhttp://en.wikipedia.org/wiki/Tata_Motors#cite_note-tata_20080326-17#cite_note-tata_20080326-17http://en.wikipedia.org/wiki/Singur#Proposed_car_factoryhttp://en.wikipedia.org/wiki/Tata_Nano#Mass_motorization_and_climate_changehttp://en.wikipedia.org/wiki/Pragati_Maidanhttp://en.wikipedia.org/wiki/Pragati_Maidanhttp://en.wikipedia.org/wiki/Supermini_carhttp://en.wikipedia.org/wiki/Tata_Nano7/30/2019 Chandra Shekhar Final Marketing Strategies Customer Satisfaction for Tata
22/63
22
The road less traveled
The design team first looked at alternative ways of constructing a vehicle. Many concepts
were explored and inspiration was sought from existing small cars.
The team also debated whether doors were necessary, whether plastics could be used
instead of metal, whether interiors could be cut to a minimum, whether a low powered
engine would suffice. The focus was always the cost factor and so different technologies
were tried. But one question was a consistent driving factor: 'What is the bare minimum a
customer will accept'."
While it was sure that the design could never go down the auto rickshaw route, the team
looked at other concepts: a door-less car with a bar as a safety measure, having soft doors
in vinyl with plastic windows, a cloth roof, two big doors (instead of four). But all these kept
getting turned down by Mr Tata; he was very clear that it had to be a complete car. "In
hindsight, after seeing the kind of joy people got by looking at the Nano, we see how
important it was to have a complete car," says Mr Jadhav.
Body building
Various themes were explored which set the
Styling direction, with inputs from the
Institute of Development in Automotive
Engineering, Italy. Differently shaped
Headlights, larger and more vertical,
Were designed giving the front of the car the appearance of a little kid, with big eyes in a
small face. But Mr Tata asked them to try something different. Horizontal rear lamps were
tried out before the vertical lamps (much like the Indica) were finalized.
7/30/2019 Chandra Shekhar Final Marketing Strategies Customer Satisfaction for Tata
23/63
23
While the constant design changes were frustrating, it also added to the interest factor,
feels Mr Jadhav. "If you look at the early renderings of the car, it has metamorphosed into
something completely different. But we were always kicked with the fact that in spite of the
changes, the car never looked ordinary and boxy. The basic shape and size of the car was
always very nice, especially after the lamps changed. In fact that was the point when my
interest came back from 70 per cent to 100 per cent."
A feature of the new Indica - a spine on the bonnet - was added to the Nano and that
changed the front volume and the car started looking more interesting. As the team put it, "It
was just a smile in the beginning and the spine accentuated that. That was an important
point where the car really started looking nicer; not just a plain car or just another car." The
overall shape was developed keeping in mind that this car had to feel large; the wheels at
the corner accentuate the car and give an interesting graphic on the road.
There was an interesting debate on the bottom end of the glass: there was an inclined
wedge till the doors and then a step-up at the quarter window which was tied-in with the
bonnet line. But the design team kept debating with Mr Tata where the line should be. They
thought that the kick up added a lot of character, but he felt that it reduced the length of the
car and asked them to extend it along the lines. This made the car look longer.
In the last week of July 2007, just when the team thought it had it all together and could
begin work on the virtual phase, there was one more hiccup. Mr Tata felt that the nose of
the car looked snub; while the team felt that the nose gave the car a sportier look. But they
went back and did some renderings to increase the nose; it actually helped increase the
length of the car as well as internal volume.
The new design was presented to Mr Tata, at the end of August as a virtual model, and
immediately received his sign off. "And that's the car you saw in Delhi," concludes Mr
Jadhav with a smile.
More beautiful on the inside
The design work on the interiors of the car
Was even more interesting with maximum
Scope for innovation. Here again the focus
7/30/2019 Chandra Shekhar Final Marketing Strategies Customer Satisfaction for Tata
24/63
24
Was on cost reduction, but without
Compromising on the comfort factor.
The directive from Mr Tata was that The customer has to perceive value. So there was a
constant tussle in balancing value to customer and cost to company.
The styling was focused on comfort and functionality. "The inside volume was quite large
and we were always faced with the challenge that with so much space if we reduce things,
it will actually look like there are less things. So we tried to integrate functionality in
components. It may cost a little more but you are getting two functionalities at the cost of
one," says Siva S Aittili, manager (Industrial Design), ERC.
According to him, the exteriors define the character of the car but the interiors drive the user
experience. "It's when a person sits inside the car and experiences the comfort and
ambience, that he gets the final overall feeling about the car," he explains. So every detail
was benchmarked with a luxury or best-in-segment car and the thinking took a different
route to manage within the costing.
Working closely with the sourcing team led to many interesting inputs on what was possible
and what was not. The driving instrument cluster is uniquely placed in the centre, giving the
car an open look and enabling everyone in the car to look at it. It also makes the dashboard
equally amenable to left hand and right hand driving. Initially the cluster was a simple
circular shape; then Mr Tata suggested the shape be changed to an ellipse like the Tata
logo.
There was a lot of exploration in terms of colors. "We looked at harmony in the colors for
the dashboard, the door trims and the seats, to give a good feeling to the customers," says
Mr Aittili.
The seating also went through a lot of concept changes with the team and Mr Tata looking
at furniture catalogues for inspiration. Frames with tensile fabrics were thought of, but were
rejected as too expensive. The final choice was a conventional looking seat with a structure
made of metal and the headrest integrated with the seat to save on costs.
The team also wanted the wheels to look different but alloy wheels were too expensive. Thefinal design is called style in- steel wheels - a concept that looks like alloy but is made of
7/30/2019 Chandra Shekhar Final Marketing Strategies Customer Satisfaction for Tata
25/63
25
pressed steel; and the cost is almost the same as a normal steel wheel. Other interesting
and unique concepts include a central exhaust and the scoop (air way) required to cool the
engine, which became part of the design, part of the door feature.
Now that the car has been unveiled, Mr Jadhav and Mr Aittili are fine-tuning the details,
listening to feedback and working on it. And after that: "We will begin work on taking this to
the world in a whole different way"
.
7/30/2019 Chandra Shekhar Final Marketing Strategies Customer Satisfaction for Tata
26/63
26
THE HEART OF THE NANO
The original thought was to have a conventional front engine and a front wheel drive.
But then the team started thinking differently. Abhay Deshpande, assistant general
manager-Vehicle Integration, ERC explains, "Most high-end cars have a front engine
to reduce the complexity of the controls; but the engine drives the rear wheels. While
driving from the rear is a more efficient way of transferring power; driving from the
front is more cost effective as you don't have to take the power to the rear. We
thought of taking advantage of both by having a rear engine with front wheel drive. It
made the car more low-cost, more efficient and more compact (we could manage
with a length of almost 3 meters).
The idea of putting the engine in the rear also turned out to be a major turning point
in the design process, a breakthrough of sorts. (The engine was designed to fit in the
space behind the rear seat).
The sourcing team went shopping worldwide for a suitable small 35hp engine that
could be used in a city car, but could not find anything that fit the budget. In a review
meeting, Mr Tata asked whether the engine could be built in-house. And that was a
task in itself. A rear engine also meant that all controls had to be changed. "The
cables that run in front from the engine to the accelerators etc now have to travel
from the back. This makes them more complex, says Mr Deshpande.
Fitting the engine, the gearbox and the exhaust system into the space behind the
rear seats was yet another challenge. The engine is actually inclined at an angle of
14 degrees to complement the rear seat incline. Starting with a 554cc, the team hasmanaged to increase the engine to 624cc with 27hp.
The engineering team is very proud of the many innovations that have gone into the
Nano. The weight in the rear of the car meant that vehicle dynamics were affected;
this led to using different tyres for the front and the rear. "The ride and handling is
quite optimized for the vehicle. We focused on simple designs and tried to
incorporate innovations in that," says Marinara Kumar Jain, Dy GM, engines, ERC. A
drum brake system and non-collapsible steering were added to the package, and the
car in fact has the smallest turning circle.
7/30/2019 Chandra Shekhar Final Marketing Strategies Customer Satisfaction for Tata
27/63
27
Manufacturing planning the interesting challenge here was that aiming for a very low
cost car meant the entire organization had to be leaned down - not just
manufacturing, but materials, design, human resources, and so on. "Mr Tata gave us
valuable inputs here - he suggested that the team look at benchmarking themselves
not just against other automobile companies but also against other consumer product
companies. As a result, the team has taken the benefit of best practices from other
industries such as cycle manufacturing or PC manufacturing that involve mass
manufacture and assembly," says Santosh Bannur, senior manager, planning,
Passenger Car Business Unit (PCBU).
"Mr Tata would frequently join us and give inputs on styling, manufacturing processes
etc. We also took internal benchmarking inputs from our teams in Jamshedpur and
Lucknow," adds Atul Vaidya, assistant general manager, planning, PCBU.
The planning team was joined by members from other processes - the paint shop,
weld shop, press shop, assembly shop. "Normally, different departments step in at
different stages. But in this project manufacturing, planning, maintenance, etc were
all involved from the beginning. The entire vehicle was designed and built in a
collaborative manner," says Jaydeep M Desai, assistant general manager, Small Car
Manufacturing Planning.
Over the months the 120-member manufacturing team was built through a
systematic process, through interviews and evaluations. People were taken from
within Tata Motors, as well as from outside, graduate trainee engineers from IIT
Kharagpur and Jadavpur University. "There was a mix of experience and
youthfulness," says Ajay Tiwari, assistant general manager, HR, Small Car Project.
"Though the members were from diverse areas, the team worked well together
because the overriding objective was the focus for everyone. There was also a huge
amount of transparency as the role of each person was clearly defined."
The diversity of the team helped in generating unique and fresh ideas. Since around
30 per cent of the capital investment in an automotive industry goes into the paint
shop, the team looked at alternate options. "But we did not want to compromise on
any of the five parameters: safety, quality, delivery, cost and morale. Finally we used
7/30/2019 Chandra Shekhar Final Marketing Strategies Customer Satisfaction for Tata
28/63
28
the pre-treatment and electro-deposition (PTED) process that is used in conventional
cars," says Mr Bannur.
In an effort to reduce capital costs, the Nano team discussed options with top
Japanese and German paint shop manufacturers. "We have ensured that this will still
be the cheapest car as far as the paint shop is concerned. Working with Krug,
Germany, one of the best paint shop manufacturers in the world, we have managed
to bring down capital costs and variable costs to a great extent. We have also
ensured that we keep to the environmental norms in Maharashtra and West Bengal,"
says Bannur.
Production concernsAnother cost cutting exercise that was attempted was to reduce the number of tools
to make the components while at the same time, increasing the life of the dies used,
by three times the norm. "It made the design and manufacture of the dies more
complicated. We tried special materials and received a lot of help from the product
design team in meeting the target," says another production engineer.
Initially Vivek Suhasrabuddhey, divisional manager, Small Car Project Office, was
skeptical about meeting the projected cost because ''the car looked like an Indica,
with the same volume but the targeted price was a quarter of the cost of the Indica.
But then I realized we could do many things." They started with benchmarking all
parts and sub assemblies with vehicles ranging from a two-wheeler to a high-end
fancy car. They also did an exercise called design for manufacturing and assembling
whereby the design efficiency of each of the assemblies was worked out. ''Basically
this means determining how many useful parts there are in the design. We involved
the suppliers also in this exercise and they realized that some functions could be
integrated in parts. That is how we got some cost benefit," he says.
Because the Nano is a rear-engine car, serviceability and accessibility was a big
concern. ''We had to make the car more serviceable and accessible from the
customer's point of view. So we did some design modifications to allow this," says
Nagabhushan R Gubbi, head of engineering, Passenger Cars. An innovative
approach, creating a statistical tolerance sheet for critical failures in product design,
gives the team critical control parameters.
7/30/2019 Chandra Shekhar Final Marketing Strategies Customer Satisfaction for Tata
29/63
29
The car has undergone all required safety testing. "We have done the full frontal
crash testing. The offside frontal is required for Europe and will be required in India
too. We have completed all simulations etc and are ready. The car also conforms to
all environment norms, including Bharat Stage III," says RG Rajhans, project
manager, Body Systems Engineering Automation, INCAT.
7/30/2019 Chandra Shekhar Final Marketing Strategies Customer Satisfaction for Tata
30/63
30
VENDOR DEVELOPMENT
This team had a major contribution to make in lowering the cost of the car because
majority of the parts were to be outsourced and had to be procured at low cost. The
team evaluated and selected vendors who could deliver quality at the required price
and then worked with them to ensure that the parts were made to the right critical
parameters on the drawings given by ERC.
"There were two primary challenges for us," says Sachin Singh, assistant general
manager, Strategic Sourcing Group." The first was to contain the prices, because
every time there was a change in design or specification, the cost changed. The
second and unique challenge was to convince the vendors about the volumes." Not
surprising since talking volumes of two million over five years was not heard of in the
four-wheeler industry.
"A major task was to interact with them, to figure out their processes and optimum
capacity to which they could deliver," he adds.
E Balasubramoniam, head - Sourcing, small car project, PCBU says, "A lot ofengineering has been contributed by our suppliers. We have about 100 vendors, of
which 50 will be co-located at the vendor park at Singur. Of these 15-20 would be
integrated facilities."
Some of the vendors are from the Tata Group. The TACO group companies include -
TACO IPD, Tata Toyo Radiators, Tata Johnson Controls, Tata Visteon, Tata Yazaki,
Tata Ficosa, Tata GS Yuasa Batteries. There-s also Tata Ryerson for the steelservice centres and roll form sections, Tata Bearings for bearings and Tata Steel
Tubes for the engine cradle.
The big task now is to get the plant operational with the 50 vendors setting up their
facilities, clearing all the testing and validation, looking at timelines, the production
and ramp rate. "In a normal set up, machines are running and processes are
established; here the 4Ms of production - man, machine, material and method, are all
new.It is like setting up 50 factories," says Mr Balasubramoniam.
7/30/2019 Chandra Shekhar Final Marketing Strategies Customer Satisfaction for Tata
31/63
31
The difficulty also lies in the fact that the product and the location are both new. The
team is doing its best not to repeat mistakes from the Indica launch. "We are taking
definite measures to minimize problems. We have started the early vendor
involvement initiative. It is a unique initiative (3P - production, preparation, process
methodology) used by Toyota for their supplier base," he adds.
RAMPING UP
With the unveiling of the Nano, the main focus now is to get the plant sites ready - to
ensure that the equipment is ordered, erected and commissioned as per the plan.
With the company looking at very high volumes, the major task for the manufacturingand planning team is to ensure a very fast ramp up.
There are some unique things in this project that have happened for the first time in
Tata Motors," says Jaydeep M Desai, assistant general manager, Small Car
Manufacturing Planning. Quality systems have been thought about, put in place and
well documented so implementation becomes easier. The maintenance practices -
failure mode analysis and development - have been completed. "We have ensured
all this during the planning phase itself and this will reduce the breakdowns when we
start," he avers.
With the car now unveiled and appreciated, the team is looking to provide the
finishing touches. The four-year journey has a new beginning.
The Nano will be launched in India later in 2008. The car will be available in both
standard and deluxe versions. Both versions will offer a wide range of body colors
and other accessories so that the car can be customized to an individual's
preferences.
7/30/2019 Chandra Shekhar Final Marketing Strategies Customer Satisfaction for Tata
32/63
32
NANO SPECIFICATION
Stylish, comfortable
Designed with a family in mind, the Nano has a roomy passenger compartment with
generous leg space and head room.
Can comfortably seat four persons. Four doors with high seating position make
ingress and egress easy.
With a length of 3.1 meters, width of 1.5 meters and height of 1.6 meters, with
adequate ground clearance, it can effortlessly man oeuvre on busy roads in cities as
well as in rural areas.
Its mono-volume design, with wheels at the corners and the power train at the rear,
enables it to uniquely combine both space and maneuverability, which will set a new
benchmark among small cars. -
Why Nano?The name 'Nano' was chosen as it denotes high technology and small size.
Most eagerly waited carPeople world over were keen to see limited resources.
Fuel-efficient engine
The Nano has a rear-wheel drive, all-aluminum, two-cylinder, 623 cc, 33 PS, multi
point fuel injection petrol engine. This is the first time that a two-cylinder gasoline
engine is being used in a car with single balancer shaft. The lean design strategy
has helped minimize weight, which helps maximize performance per unit of energy
consumed and delivers high fuel efficiency. Performance is controlled by a specially
designed electronic engine management system.
Meets all safety requirements
The Nano's safety performance exceeds current regulatory requirements. With an all
sheet-metal body, it has a strong passenger compartment, with safety features such
as crumple zones, intrusion-resistant doors, seat belts, strong seats and anchorages,
and the rear tailgate glass bonded to the body.Tubeless tyres further enhance safety.
7/30/2019 Chandra Shekhar Final Marketing Strategies Customer Satisfaction for Tata
33/63
33
Environment-friendly
The Nano's tailpipe emission performance exceeds regulatory requirements. In
terms of overall pollutants, it has a lower pollution level than two-wheelers being
manufactured in India today.
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.
FORTH COMING COMPETITOR OF NANO CAR
AJANTA TO CHALLENGE NANO WITH ELECTRIC CAR
RAJKOT: There is competition for Tata's Nano from Gujarat. The new entrant in the
small car sector is the Morbi-based world famous clock-maker Ajanta group. The
company is planning to manufacture an electric car at its unit at Samkhiyali in Kutch
district and market it at a price lower than Rs 1-lakh Nano.
Ajanta group director Jaysukh Patel told TOI: "The company is already manufacturing
electric scooters and bikes under Oreva' brand. Production of electric car is not
difficult for us as the technology is almost similar and 70 per cent of its parts can be
produced in-house, giving us an edge over the vehicle's pricing." The R&D team was
exploring the viability of the small car project under the conditions in India, he said.
Sources said the company has imported eight electric cars of different brands, and
they were being tested and studied by the technical staff for necessary modification
under Indian conditions."
TARA TINY CHALLENGES
Tata rocked the automotive world when it fulfilled its promise of delivering a car that
costs just $2,500 with the unveiling of the Nano minicar last month, but Indian
carmakers are confident the bar can be set even lower. Tara International, an arm of
the Bengal Enamel, claims it will deliver a car priced slightly lower than the Nano and
in the process earn the title of manufacturer of the worlds cheapest car.
Tara has taken a significantly different route for the development of its car than the
http://www.motorauthority.com/news/news/tata-unveils-2500-nano-minicar/http://www.motorauthority.com/news/news/tata-unveils-2500-nano-minicar/7/30/2019 Chandra Shekhar Final Marketing Strategies Customer Satisfaction for Tata
34/63
34
one Tata took. For example, Tara has partnered with Chinese electric giant Aucma to
source an electric powertrain for its car (the Nano runs on petrol).
MARUTI PLANS CHALLENGE TO NANO
NEW DELHI: The battle for the small car is getting hotter. Soon after the Tatas
stunned the world with an Rs 1 lakh car, Nano, Bajaj announced a small car with
Renault's support and then Hyundai stated its intention to come out with a car that
could cost less than Rs 2 lakh and hit the road by 2011. And now, TOI learns auto
biggie Maruti-Suzuki too is ready with a hot recipe for a dish of a small car.
Maruti-Suzuki is tight-lipped, even in the denial mode, but a number of vendors who
have been entrusted with the challenge of developing components for Suzuki's small
car say the company's reticence is only evidence of the seriousness of its intent.
The little car could hit the road, they say, as early as the end of this year or early
2009.
From what TOI learns, the Suzuki car will come closest to rival Nano. It will sport a
Suzuki 660cc engine - as against Nano's 623cc - and wear a tag of around Rs 1.5
lakh on road (that is, excluding insurance) - a little higher than Nano, which is
expected to be Rs 1.25 lakh on road.
Suzuki, say several vendors, is confident of overcoming the price difference by virtue
of its high brand equity in the auto mart.
When contacted, a Maruti spokesman in Delhi first said the company had no
comments to offer. When asked for a written response, the spokesman wrote back
saying the company has "no plans" for such a car.
The small car project, said vendors, is being mothered by Suzuki at its headquartersat Hamamatsu in Japan, although it will be eventually manufactured in India. A
vendor said that Suzuki has codenamed the project "Under A" as the proposed car
would be positioned below the A segment, which is driven by Maruti 800 at present.
http://www.motorauthority.com/news/odds-and-ends/tara-tiny-challenging-nano-for-world%e2%80%99s-cheapest-car-title/http://timesofindia.indiatimes.com/Maruti_plans_car_to_challenge_Nano/rssarticleshow/2756911.cmshttp://timesofindia.indiatimes.com/Maruti_plans_car_to_challenge_Nano/rssarticleshow/2756911.cmshttp://motorauthority.com/openx/www/delivery/ck.php?n=afe55618&cb=INSERT_RANDOM_NUMBER_HEREhttp://timesofindia.indiatimes.com/Maruti_plans_car_to_challenge_Nano/rssarticleshow/2756911.cmshttp://timesofindia.indiatimes.com/Maruti_plans_car_to_challenge_Nano/rssarticleshow/2756911.cmshttp://www.motorauthority.com/news/odds-and-ends/tara-tiny-challenging-nano-for-world%e2%80%99s-cheapest-car-title/7/30/2019 Chandra Shekhar Final Marketing Strategies Customer Satisfaction for Tata
35/63
35
Micro to become macro? GM looking at competing with the Nano
GM's going to pile on, too. The Lutz cites GM's part-ownership stake in Wuling
Motors, a Chinese manufacturer of sub-$3,000 utility vehicles as a possible source of
a GM Nano competitor. Lutz went on to say that one way to make an inexpensive car
for the developing world is to repurpose a legacy platform that has become obsolete.
The tooling and design will have long been paid off, and there'll be plenty of
experience from the manufacturing side, too. This is essentially what GM China is
already doing with the Daewoo Matiz/Chevrolet Spark. It might smack of dumping an
old product that isn't safe or clean enough for mature markets, but is "good enough"
in other parts of the world. That said, it could also be a way to maximize the life of an
investment while also providing developing markets with a better product than they'd
have otherwise. Lutz also called into question whether the average Nano would sell
for its rock-bottom $2,500 price of entry, anyway. Adding extra amenities will likely
push the price ofmost Nanos higher,
http://www.autoblog.com/photos/gm-china-chevrolet-spark/608029/7/30/2019 Chandra Shekhar Final Marketing Strategies Customer Satisfaction for Tata
36/63
36
CHAPTER-3
RESEARCH METHODOLOGY
7/30/2019 Chandra Shekhar Final Marketing Strategies Customer Satisfaction for Tata
37/63
37
RESEARCH METHODOLOGY
Title:A STUDY OF POTENTIAL CUSTOMER BUYING BEHAVIOUR FOR TATAS
NANO CAR
Geographical Area: UDAIPUR
Objective of study:
(1) What Response will Aggregates give to Nano Car?
(2) What Aggregates think Nano Can fulfill their expectations?
(3) If yes Why?
(4) To find out impact of selling of Nano Car on two wheeler market in UDAIPUR.
(5) To Find out Aggregates feeling about Nano car & its impact on Car market.
(6) To find out opinion of Aggregates about impact on traffic and how should authority
take it?
(7) To find out Aggregates Preference between IIndHand car (Whos company price in
Lakhs 7 Above) & Nano Car on same price Range.
RESEARCH INSTRUMENTS: - Questionnaires.
A set of questions present to respondent. These questionnaires developed carefully
tested before they are administered on a large scale. Question is related with all
above given point of Study. Question are of closed end which has all possible
answers & opened end in which respondents give own views.
Sample Design:
The sample size for this research study was kept at 100 respondents, the
prospective customers of small cars. They were chosen on the basis of judgemental
and purposive sample design.
7/30/2019 Chandra Shekhar Final Marketing Strategies Customer Satisfaction for Tata
38/63
38
CHAPTER 4
DATA INTERPRETATION AND
ANALYSIS
7/30/2019 Chandra Shekhar Final Marketing Strategies Customer Satisfaction for Tata
39/63
39
DATA INTERPRETATION AND ANALYSIS
1. CUSTOMERS DATA ABOUT DIFFERENT INCOME LEVEL
Particulars Frequency
1lakh -2 lakh 47
3 lakh -5 lakh 23
6lakh and above 30
TOTAL 100
INTERPRETATION:a) 47% of the people are from the income group 1lakh to 2 lakh
b) 23% of the people are from the income group 3 lakh to 5 lakh
c) And the remaining 30% of the people are from the income group 6 lakh and
above.
23%
12%
15%
50%
Frequency
1lakh -2 lakh
3 lakh -5 lakh
6lakh and above
TOTAL
7/30/2019 Chandra Shekhar Final Marketing Strategies Customer Satisfaction for Tata
40/63
40
2. WHEN WE TALK OF A CAR WHAT DO YOU LOOK INTO IT BEFORE BUYING?
Particulars Frequency
price 50
comfort 14
craze 36
OVER ALL BASES
ON INCOME BASES
50%
14%
36%
Frequency
price
comfort
craze
22
14 14
19
5
12
6
4 4
0
5
10
15
20
25
a b c
1L to 3 L
3 L to 5 L
5 L & Above
7/30/2019 Chandra Shekhar Final Marketing Strategies Customer Satisfaction for Tata
41/63
41
3. IF YOU ARE GOING TO PURCHASE A NANO CAR WHY SHALL YOU
PURCHASE IT?
Particulars Frequency
Because of Design 35
Any other 15
Because of Intenal space 49
Because of Price 1
ON OVER ALL BASES
ON INCOME LEVEL
35%
15%
49%
1%
Frequency
Because of Design
Any other
Because of Intenal space
Because of Price
18
4
13
8
34
21
16
12
0 01
0
5
10
15
20
25
a b c d
1L TO 3L
3L TO 5L
5L TOABOVE
7/30/2019 Chandra Shekhar Final Marketing Strategies Customer Satisfaction for Tata
42/63
42
4. DO YOU THINK THAT NANO WILL LIVE UP TO YOUR EXPECTATION?
Particulars Frequency
Yes 64
No 36
OVER ALL BASES
64%
36%
Frequency
Yes
No
7/30/2019 Chandra Shekhar Final Marketing Strategies Customer Satisfaction for Tata
43/63
43
Q4: If yes why ?
Particulars Frequency
Because of Tata Brand at its back 30
Not Attempt 20
Because of its uniqueness 14Because of your faith on it. 36
ON OVER ALL BASES
30%
20%14%
36%a
b
c
d
9
8
13
11
2
7
11
2
1
16
11
9
0
2
4
6
8
10
12
14
16
a b c d
1L TO 3L
3L TO 5L
5L TO ABOVE
7/30/2019 Chandra Shekhar Final Marketing Strategies Customer Satisfaction for Tata
44/63
44
ON INCOME LEVEL
Q5: Is it the price only which shall motivate you to purchase this car or anything else?
Particulars Frequency
Price 79
Other Please Specify 21
ON OVER ALL BASES
79%
21%
a
b
7/30/2019 Chandra Shekhar Final Marketing Strategies Customer Satisfaction for Tata
45/63
45
ON INCOME LEVEL
Q6: What impact will the Launch of NANO car make in the two wheeler market?
Particulars Frequency
Decline in Sales 54
Same Sale as before 33
Stagnant Sales 13
40
1920
7
4
10
0
5
10
15
20
25
30
35
40
a b
1L TO 3L
3L TO 5L
5L TO ABOVE
54%33%
13%
a
b
c
7/30/2019 Chandra Shekhar Final Marketing Strategies Customer Satisfaction for Tata
46/63
46
ON OVER ALL BASES
ON INCOME LEVEL
Q 7: Is this car according to you worth the hype created by it?
Particulars Frequency
Yes 72
No 28
ON OVER ALL BASES
25
13
16
18
78
43
6
0
5
10
15
20
25
a b c
1L TO 3L
3L TO 5L
5L TOABOVE
72%
28%
a
b
7/30/2019 Chandra Shekhar Final Marketing Strategies Customer Satisfaction for Tata
47/63
47
ON INCOME LEVEL
Q 8: As an Indian are you proud of NANO car.
Particulars Frequency
Yes 89
No 11
ON OVER ALL BASES
33
18
21
14
5
9
0
5
10
15
20
25
30
35
a b
1L TO 3L
3L TO 5L
5L TO ABOVE
89%
11%
a
b
7/30/2019 Chandra Shekhar Final Marketing Strategies Customer Satisfaction for Tata
48/63
48
ON INCOME LEVEL
Q 9: After the launch will there be an excess booking for this car.Particulars Frequency
Yes 65
No 8
Cant say 27
41
21
27
6
23
0
5
10
15
20
25
30
35
40
45
a b
1L TO 3L
3L TO 5L
5L TOABOVE
65%8%
27%
a
b
c
7/30/2019 Chandra Shekhar Final Marketing Strategies Customer Satisfaction for Tata
49/63
49
OVER ALL BASES
ON INCOME LEVEL
Q10: If you happen to get one NANO car how you shall feel?
Particulars Frequency
Great 42
So- So 47
No impact 11
OVER ALL BASES
32
15
18
53
0
10
5
12
0
5
10
15
20
25
30
35
a b c
1L TO 3L
3L TO 5L
5L TO ABOVE
42%
47%
11%
a
b
c
7/30/2019 Chandra Shekhar Final Marketing Strategies Customer Satisfaction for Tata
50/63
50
ON INCOME LEVEL
Q11. What would be its impact on traffic?
Particulars Frequency
Horrible situation 51
So- So 43
None 6
14
10
18
27
11
9
6
23
0
5
10
15
20
25
30
a b c
1L TO 3L
3L TO 5L
5L TOABOVE
51%43%
6%
a
b
c
7/30/2019 Chandra Shekhar Final Marketing Strategies Customer Satisfaction for Tata
51/63
51
OVER ALL BASES
ON INCOME LEVEL
Q12. If Horrible how should the authority take it?
Particulars Frequency
Strictly 48
As it is in present 27
Any other 25
20
13
18
24
910
3
1 2
0
5
10
15
20
25
a b c
1L TO 3L
3L TO 5L
5L TO ABOVE
7/30/2019 Chandra Shekhar Final Marketing Strategies Customer Satisfaction for Tata
52/63
52
OVER ALL BASES
ON INCOME LEVEL
Q13. Will this car totally revolutionize the car market?
Particulars Frequency
Yes 73
No 26
48%
27%
25%
a
b
c
1516
1716
56
16
2
7
0
2
4
6
8
10
12
14
16
18
a b c
1L TO3L
3L TO 5L
5L TO ABOVE
7/30/2019 Chandra Shekhar Final Marketing Strategies Customer Satisfaction for Tata
53/63
53
OVER ALL BASES
ON INCOME LEVEL
73%
26%
1%
a
b
c
33
1921
13
4
9
10 0
0
5
10
15
20
25
30
35
a b c
1L TO 3L
3L TO 5L
5L TO ABOVEc
7/30/2019 Chandra Shekhar Final Marketing Strategies Customer Satisfaction for Tata
54/63
54
FINDINGS & ANALYSIS
7/30/2019 Chandra Shekhar Final Marketing Strategies Customer Satisfaction for Tata
55/63
55
FINDINGS & ANALYSIS
This study has various findings, which are important to understand the consumer needs,
expectations & Preferences these findings also gives information about impact on traffic
& How to manage it. I analyzed my Data on over all Bases as well as Income level per
annum basis.
1. Price has great role in buying a car than comfort comes my survey show strong
indication towards this fact still. Customers are price sensitive in case of buying car,
50% of total respondent are strongly agree with this.
2. Udaipur consumer preferring price is the cause of purchasing car 49% are strongly
showed in favors for these options. But 35% are purchasing Nano car because of
Design which likes very much , space is at third with 15%.
3. Udaipur consumers have faith in Nano car on live up their expectations. 64%
consumers were said that they have faith in Nano car, which can fulfill their
expectation. 36% are not satisfied.
But those who are satisfied are give reason. 30% believe that Nano car is of Tata
Brand & this Brand has great goodwill in India. But 20% are Believe because of
uniqueness like small size, expectations of good average. 14% said believe in Nano
is because of live up to their expectation.
4. Price has great role in future for purchasing Nano car No Doubt. Result come from
my analysis 79% are strongly satisfied only 21% give another reason such as small
size, design, good average, eco. Friendly etc.
5. Nano car price range in near to may two wheeler even less than many two wheeler
like how launching Enfield India, Yamaha etc. with 54% Udaipur customer satisfied
that there is decline in sales because in less prize if four wheeler available than why
should two wheeler but 33% said same sales as before they give reason for
Infrastructure such as narrow Road, etc.
6. Nationality is matter for UDAIPUR consumers 89% consumers are proud of the
tagline Worlds 1stcheapest car
7. Many of respondent consumers of UDAIPUR believe that after launching Nano car
these will be excess booking for it This show clear positive attitude towards Nano
car 65% respondent clearly mentioned it, but 27% were said no & 8% respondent
said wait & watch, now at present it is tough to say something.
7/30/2019 Chandra Shekhar Final Marketing Strategies Customer Satisfaction for Tata
56/63
56
8. 42%Respondent feel great when they get Nano car &47% respondent so so. This
Data show that before launching this car at least 42% are feel great. Its positive
sign.
9. Because of its price what respondents said, middle class along with upper class too
will prefer to purchase this car & this decrease in selling of two wheelers. But this
adversely impact traffic, 51% respondent believes it. But 43% said so-so impact only
65% said no to impact on traffic.
10. In horrible situation consumers give their opinion for control is that, 48% controlled
strictly by laws & order. 27% said to increase basic facilities in infrastructure of traffic
system that is widening of Road, Will equipped traffic system but 25% said by
present situation it can be controlled.
11. It is in itself a unique type of car with low price range & because of this there is great
demand for it. In this context, when asked question, what should be the policy for
allocating this car, 52% customer said those who have two wheeler should get car
1st but 28% said that those who have no any vehicles should get 1st car & 17% said
for show off or status symbol.
12. 73% believe that this car totally revolutionize the car market because of :-
a. Low price
b. Small size but with appropriate internal space.
c. Design
And this give a passage to another car manufactures for making this type of low
price car. Because of price this car will easily available to middle class people. But
26% still said no revolution & 1% said cant say anything
7/30/2019 Chandra Shekhar Final Marketing Strategies Customer Satisfaction for Tata
57/63
57
LIMITATION & CONCLUSIONS
7/30/2019 Chandra Shekhar Final Marketing Strategies Customer Satisfaction for Tata
58/63
58
CONCLUSIONS
1 L TO 3 L
INCOME LEVEL
Income level of 1 to 3 L. mostly respondent is concerning comfort 1st than price when
they make a plan to purchase any company car. 47% respondent favoring for comfort &
40% are with Price.
But they going to purchase Nano car in such conditions 45% will purchasing because of
price & 38% will because of Design.
Respondents under 1 to3L Income Level Believe that Nano will live up their expectation
but 36% said no.
23% give Reason for live up their expectation because of brand. For uniqueness 19%,
23% give it because of faith on car so we can say on behalf of this data is that Brand &
faith has great role for purchasing in 1 L to 3 L Range income level.
In Income Level 1 to3L 85% believe price is motivational factor for them other reason is
important only for 7%.
62% of Income Level 1 L to 3 L believes that there is Decline in sales of two wheeler &
29% were Believe that same sale as before.
68% of this Income Level group believes that there will be an excess booking after
launch 27% cant say about it.
42% is Income level of 1 L to 3 L believe that there is horrible situation on traffic after
launching Nano. But 34% said that as Present situation is sufficient to control it but
again 34% said that there should be in facilities of basic infrastructure of traffic such as
widening Road. Traffic light system etc.
On the Response of Question Criteria for allocating car 47% said only to those who
have two wheeler & want to purchase car, but 30% favor for only to those who do not
have any vehicles & want to purchase car 21% were consider it for show off.
70% under Income level 1 L to 3 L believed that Nano car Revolutionize the car market
because of uniqueness small size, low price & this give passage to other car
manufacture for producing new car.
78% Respondent under this Income level group prefer to purchase Nano Car Company
to 2nd hand car whose comp. price is 32% above & available in price of Nano Car.
7/30/2019 Chandra Shekhar Final Marketing Strategies Customer Satisfaction for Tata
59/63
59
3 L to 5 L
Respondent who are come under 3 L to 5 L per annum gives their opinion about before
purchasing car 60% are concerned price & go with comfort? Craze is at 3rd Position with
17%.
When this Income group will purchase car then 69% buying car because of Price 17%
concerned design.
Under this Income group 52% are believe that Nano car can fulfill there expectations
with 34% said Tata Brand as a reason & 8%, 8% for uniqueness & faith on it. But 48%
still is not believed that Nano can fulfill expectation.
In this Income group 82% said that Price is motivating factor for then 17% said other
reason such as size, internal space.
56% of these Income group believe that of his launching Nano car there is decline in two
wheeler sales, 36% said same sale as before.
91% are proud of Nano car which is one of unique types of car in world.
65% under this Income group believe that there will be excess booking for this car after
Launching.
48% feel that so-so under this Income group when they get one Nano car. But 43% feel
great when they get one Nano car.
56% believe that after launching Nano car in market. There will be horrible situation.
30% believe so-so not Horrible & 69% believe to control strictly Traffic. 21% consider as
it is on accordance with present situations.
On the response of the question criteria for allocating car 69%go with only to those who
have two wheeler & want to purchase a car. 33% consider both other options.
22% under this Income group believe that this car totally revolutionize car market
because of size, uniqueness & low price & this force to other manufacturer to Launch
small size, low price range car in market.
7/30/2019 Chandra Shekhar Final Marketing Strategies Customer Satisfaction for Tata
60/63
60
5 L & Above
Under this Income group 46% consider price as important role factor purchasing a
car&40% comfort means price sensitivity is an issued.
In case if this group is going to purchase Nano car 43% consider design as motivationalfactor & 40% still Price, Internal Space is not making space very much in mind of this
Income group.
66% respondents of this group believe that Nano car lives up to these expectations with
43% consider Tata Brand as a Back, 23% uniqueness. But 33.3% sai