Brand Management : Tata Motors

A PROJECT REPORT ON STATEGIC BRAND MANAGEMENT TATA MOTORS A project report submitted in partial fulfillment of the requirements for the program PGDM(2009-2011) ACKNOWLEDGEMENT In preparing this report a considerable amount of thinking and informational inputs from various sources were involved. We express our sincere gratitude to everyone who contributed towards making this Project report possible. Our sincere gratitude goes to our faculty guide Prof. S. P. Garg for his inspiration, cooperation to complete the project report. Under his brilliant untiring guidance we are able to complete the project successfully in time. In spite of having a very busy schedule, he made sure in every way that we acquire the best possible exposure and knowledge during our project. Group-2 Abhinav Sharma Bhawani Singh Shekhawat Davander Singh Tanwar Gauri Singh Hitesh Agarwal Rahul Agrawal EXECUTIVE SUMMARY The basic concept of our project is “Strategic Brand Management: TATA Motors” which is based on brand recognition of Tata motors. This report contains the findings arrived after detailed analysis of the data received through filing questionnaires at various areas of Jaipur. In this project, sample size was chosen 50. Objective

• To determine the requirements and needs of the potential customers.

• To know what people perceive and thinking about Tata cars and its products.

• To analyze the brand positioning strategies of Tata cars.

• To study consumer awareness and perception about the brand positioning strategies of Tata cars.

• To find out the awareness level of customer. Research Methodology 1. Data Collection The study is based on primary data derived through sample survey using pre-tested structured instrument (questionnaire both open ended & close ended). Data was collected from 50 respondents at various Tata motors service stations & public places of Jaipur city. 2. Data Analysis In order to extract appropriate findings of the questions mentioned in the questionnaire, various Pie-charts has been shown with their interpretation. 3. Conclusion From the survey conducted conclusions were drawn. TABLE OF CONTENTS |Front Page |(i) | | |Acknowledgement |(ii) | | |executive summary |(iii) | | |Contents |(iv) | |CHAPTER 1 |INTRODUCTION | | | |1. 1 |Overview of Indian Automobile Industry |1 | | |1. 2 |Profile of The Organization |1 | |CHAPTER 2 |RESEARCH METHODOLOGY | | | |2. 1 |Objective |2 | | |2. 2 |Scope of the study |2 | | |2. |Research methodology |2 | |CHAPTER 3 |ANALYSIS |11 | |CHAPTER 4 |CONCLUSIONS |23 | | |ANNEXURES |24 | CHAPTER 1. INTRODUCTION 1. 1 OVERVIEW OF INDIAN AUTOMOBILE INDUSTRY The automotive industry in India grew at a computed annual growth rate (CAGR) of 11. 5 percent over the past five years, the Economic Survey 2008-09 tabled in parliament on 2nd July’09 said.

The industry has a strong multiplier effect on the economy due to its deep forward and backward linkages with several key segments of the economy, a finance ministry statement said. The automobile industry, which was plagued by the economic downturn amidst a credit crisis, managed a growth of 0. 7 percent in 2008-09 with passenger car sales registering 1. 31 percent growth while the commercial vehicles segment slumped 21. 7 percent. Indian automobile industry has come a long way to from the era of the Ambassador car to Maruti 800 to latest TATA nano. The industry is highly competitive with a number of global and Indian companies present today. It is projected to be the third largest auto industry by 2030 and just behind to US & China, according to a report. The industry is estimated to be a US$ 34 billion industry. Indian Automobile industry can be divided into three segments i. e. two wheeler, three wheeler & four wheeler segment. The domestic two-wheeler market is dominated by Indian as well as foreign players such as Hero Honda, Bajaj Auto, Honda Motors, TVS Motors, and Suzuki etc.

MarutiUdyog and Tata Motors are the leading passenger car manufacturers in the country. And India is considered as strategic market by Suzuki, Yamaha, etc.

Commercial Vehicle market is catered by players like Tata Motors, Ashok Leyland, Volvo, Force Motors, Eicher Motors etc. The major players have not left any stone unturned to be global. Major of the players have got into the merger activities with their foreign counterparts. Like Maruti with Suzuki, Hero with Honda, Tata with Fiat, Mahindra with Renault, Force Motors with Mann.

Key Facts:

• India ranks 12th in the list of the worlds top 15 automakers

• Entry of more international players Contributes 5% to the GDP

• Production of four wheelers in India has increased from 9. 3 lakh units in 2002-03 to 23 lakh units in 2007-08

• Targeted to be of $ 145 Billion by 2016

• Exports increased from 84,000 units in 2002-03 to 280,000 units in 2007-08 The key players like Hindustan Motors, MarutiUdyog, Fiat India Private Ltd, Tata Motors, Bajaj Motors, Hero Motors, Ashok Leyland, Mahindra& Mahindra have been dominating the vehicle the customers’ needs to a large extent. Not only the Indian companies but also the international car manufacturing companies are focusing on compact cars to be delivered in the Indian market at a much smaller price. Moreover, the automobile companies are coming up with financial schemes such as easy EMI repayment systems to boost sales. There have been exhibitions like Auto-expo at PragatiMaidan, New Delhi to share the technological advancements. Besides, there are many new projects coming up in the automobile industry leading to the growth of the sector. The Government of India has liberalized the foreign exchange and equity regulations and has also reduced the tariff on imports, contributing significantly to the growth of the sector.

Having firmly established its presence in the domestic markets, the Indian automobile sector is now penetrating the international arena. Vehicle exports from India are at their highest levels. The leaders of the Indian automobile sector, such as T ata Motors, Maruti and Mahindra and Mahindra are leading the exports to Europe, Middle East and African and Asian markets. The Ministry of Heavy Industries has released the Automotive Plan 2006-2016, with the motive of making India the most popular manufacturing hub for automobiles and its components in Asia. The plan focuses on the removal of all the bottlenecks that are inhibiting its growth in the domestic as well as international arena.

Top Ten Players in Indian Automobile Sector 1. Maruti Suzuki India 2. Hero Motors Limited 3. Tata Group 4. Bajaj Auto Limited 5. Mahindra Group 6. Ashok Leyland 7. Yamaha Motor India 8. Hyundai Motors India Limited 9. Toyota Kirloskar Motor Private Limited 10. Honda Siel Cars India Limited 1. 2 PROFILE OF THE ORGANIZATION TATA MOTORS LIMITED The Company was incorporated on 1st September 1945 at Mumbai to manufacture dieselvehicles for commercial use, excavators, industrial shunter, dumpers, heavy forgings andmachine tools. The commercial diesel vehicles which were known `Tata Mercedes Benz’ (TMB)is now called `Tata’ vehicles after the expiry of the collaboration agreement with Daimler-BenzAG, West Germany. In 1960 the company’s name, which was Tata Locomotive & Engineering Company Ltd. Waschanged to Tata Engineering & Locomotive Company Ltd. In the year 1987 the companyundertook to set up a new forge shop, a high output foundry line, a new paint shop as well asaugmentation of engine and gearbox manufacturing facilities, all at JamshedpurIn 1991 during the year the company entered into a collaborative agreement with aninternationally renowned engine research and development organization to jointly develop higherhorsepower, fuel efficient diesel and petrol engines to meet the future requirements of thecompany. The last quarter saw the company launching two new passenger vehicles, the SIERRAand the ESTATE totally designed and manufactured in India. The company acquired a BIFRcompany, M/s Noduron Founders Maharashtra Ltd. The total cost for Telco worked out to Rs. 18crores as against setting up of similar critical castings foundry. During the year companylaunched new earth moving equipment TWK-3036 Tata Front End Wheel Loader.

Two newmodels in the EX series of hydraulic excavators were launched. A 10 tonne pick and carryarticulated crane, designed and developed in-house was also introduced. During the year company entered into an agreement with Nachi-Fujikoshi Corporation, Japan to manufacture arcand spot welding robots suitable for automobile manufacturing applications.

During the year,company undertook to set up a joint venture with Asian Glass Co. Ltd. , Japan to manufacturefloat glass to be used as wind shields for automobiles. ACC along with Tata Exports Ltd. participated in the joint venture. The joint venture named as Floathlass India Ltd. , the Companywould have a stake of 16. 33%. Tata Cummins Ltd. , Mercedes-Benz (India) Ltd. , Tata HolsetLtd. , Tata Precision Industries, Singapore and Nita Company Ltd. are the joint Ventures of theCompanyTaking advantage of the broad banding policy announced by the Government of India, theCompany entered into a collaboration agreement with Honda Motor Co. Ltd. , Japan, for themanufacture of their `ACCORD’ model of cars in India. On 22nd April, an agreement wasentered into between Daimler-Benz AG and Mercedes Benz AG, Germany to setup a jointventure company Mercedez-Benz India to manufacture `E’ class paneyer cans and engines inIndia. During the year 1995 a new double pick-up and Army Version of various Telco Vehicles weredeveloped. A new petro engine and turbo diesel engine, an up-graded 709 LCV, new sportsutility vehicle Safari expected to be launched shortly. A 25 tonne 6 X 2 truck and a bus withcummins engine were launched. Tata Engineering and Locomotive Company (TELCO), has acquired a second hand paint shop,machine line and cylinders from the Australian unit of the Japanese auto giant, Nissan. TELCOis believed to have picked up the unit for Rs. 70 crore. The total cost of import duty would be Rs100 crore.

During the year a machine tool division was expanded so as to double its machinebuilding capacity and significantly reduce production times. MILESTONES FOR TATA GROUP spearheading the Group’s entry into the passenger car segment. CHAPTER 2 RESEARCH METHODOLOGY 2. 1 OBJECTIVES

• To determine the requirements and needs of the potential customers.

• To know what people perceive and thinking about Tata cars and its products.

• To analyze the brand positioning strategies of Tata cars. To study consumer awareness and perception about the brand positioning strategies of Tata cars.

• To find out the awareness level of customer. 2. 2 SCOPE OF THE STUDY These are some of the scope of the study: 1. From the research analysis we can find that, what’s a person first look in a dream car? 2. The study can be used to know the perception of consumer about Tata Motors. 3. The present study can be extended to access the present marketing condition of Indian Automobile sector. 2. 3 RESEARCH METHODOLOGY The purpose of methodology is to describe the process involved in research work. This includes The overall research design, data collection method, the field survey and the analysis of data. DATA COLLECTION The data for the project was collected from customers of Tata Motors from various places like Tata Service Station, Public Places etc. PRIMARY SOURCES The data was collected through “Survey Questionnaire Method ( Both Open ended & Close ended) SECONDARY SOURCES The secondary data has been collected from the following modes: · Magazines · Books · Newspaper · Data through internet sources RESEARCH DESIGN: Research Design is the arrangement for conditioned for data collection & analysis of data in amanner that aims to combined relevance to research purpose with economy in procedure. A research design is a master plan or model for the conduct of formal investigation. It is blueprint that is followed in completing study. The research conducted is a descriptive research. This is descriptive in nature becausestudy is focused on fact investigation in a well-structured from and is based on primary data. STEPS IN SAMPLING PLAN: SAMPLING FRAME: The list of sampling units from which sample is taken is called sampling frame. JAIPUR City mapwas studied thoroughly and samples were selected from the place in a scattered manner to geteffective result. SAMPLING SIZE Total sample size is 50 in Jaipur city only. (For consumer perception about TATA MOTORS) SAMPLING PROCEDURE The selection of respondents were accordingly to be in a right place at a right time and so the sampling were quite easy to measure, evaluate and co-operative. It was a randomly areas sampling method that attempts to obtain the sample of convenient. 2. 2 LIMITATIONS The study is confined to JAIPUR area only.

• There is possibility of sampling errors in the study.

• The responses of the consumers may not be genuine.

• Continuous and reliable information was not available.

• The time span of the survey was short and hence only major aspects were considered.

• Availability of the respondents amidst their busy schedule did not permit detailed study.

• Lack of professional approach since researcher is a student.

• The sample size is only 50 so the sample may not be truly representative of the Jaipur population. CHAPTER 3 ANALYSIS The important factors and data’s collected were sequentially analyzed and graphed. Q. Name a car that comes first in your mind when you think of a small car? [pic] Interpretation According to the survey result ,Tata Indica & Maruti Zen Estilo is a close competitor to each other when it comes to small segment car. Q. 2 Employees service level before sales, during sales & after sales? BEFORE SALES [pic] DURING SALES [pic] AFTER SALES [pic] Interpretation From the above three figures it can be inferred that service level of Tata Motors customers decreases during the entire customer interaction process starting from before sales activity to after sales activity. Q. 3 Whether display of merchandize is attractive or not? [pic] Interpretation From the above graph it can be seen that Tata motors merchandize display is attractive in some sense and a bit more efforts have to be done for more attractiveness. Q. 4 Availability of the Product in the Tata Showrooms on time? [pic] Interpretation Many people agree that Tata products are available in showrooms on time. Q. 5 Variety of product is there in Tata Motors? [pic] Interpretation 59% customers agree that Tata Motors have variety in their product offerings. Q. 6 Tata provides Value for money in its Cars? [pic] Interpretation From the above figure, it can be concluded that customers says that Tata provides value for money in its cars. Q. 7 Is Tata have Vehicles in good condition at showrooms? Interpretation According to the study conducted, many customers agree that Tata have vehicles in good condition in Showrooms. Q. 8 Tata car’s Price are affordable? Interpretation It can be concluded that many customers agree that price of Tata car’s are affordable. Q. 9 Awareness about TATA services? [pic] Interpretation From the above figure it can be seen that many customer knows about various services offered by Tata Motors and reveals that Tata has a strong brand recognition amongst the people. CHAPTER 4 CONCLUSION FINDINGS of the study

• The price of the TATA car is reasonable.

• Fuel mileage of the Tata car is good.

• TATA cars suits middle income group people. Spare parts are easily available.

• Easy to maintain.

• Less service stations.

• Need of more attractive merchandize display OUR OPINION What gives boost to TATA sale?

• Newly introduced AIRBAG systems

• Quadra jet engine(more strength)

• Availability of wide range products at affordable rates catering different segment of the society. PROBABLE SUGGESTIONS (CONSUMERS)

• Service (after sale) is not good.

• High response time at few service stations.

• To increase its visibility so that different segments of the customer will notice the products of Tata motors in varied way

• Increase in no. of service center.

• Employee more trained employees. ANNEXURES JAIPURIA INSTITUTE OF MANAGEMENT, JAIPUR Respected Sir/Madam. As part of our study on “Strategic Brand Management of TATA Motors” project I would like to gather some information from you which would help me for class room study of the project. I would solicit your cooperate in filling the questionnaire. This questionnaire would be used only for academicpurpose& the information gathered will be strictly confidential. BASIC INFORMATION Age: 20-30 years 31-40 years41-50 years50 and above Gender: MaleFemale Q. 1 How long have you been associated with TATA Motors? ………………………………………………………………….. Q. 2 How would you rate TATA Motors on the following parameter? |Parameter |Strongly Disagree |Disagree |Neither Agree Nor |Agree |Strongly Agree | | | | | |Disagree | | | |(i) |Knowledgeable Sales Person | | | | | | |(ii) |Employees Spent enough time with | | | |you: | | | |Before Sales | | | | | | | |During Sales | | | | | | | |After Sales | | | | | | |(iii) |Displayof Merchandise is Attractive | | | | | | |(iv) |Availability of the Product | | | | | | |(v) |Variety of Product | | | | | | |(vi) |Vehicle in good condition | | | | | | |(vii) |Prices are affordable | | | | | | |(viii) |Discounts Offered | | | | | | |(ix) |Offering of Test Drive | | | | | | |(x) |Value for Money | | | | | | |(xi) |Response Time | | | | | | |(xii) |Service | | | | | | Q. 3 Are you aware of the following facilities provided by Tata Motors? |FACILITIES |YES |NO | |(i) |Tata Motors Insurance | | | |(ii) |Extended Warranty | | | |(iii) |True Value | | | |(iv) |Tata Finance | | | |(v) |Genuine Accessories | | | Q. 4 What is your overall opinion about Tata Motors? (a) Very Bad(b) Bad(c) Neither Bad nor Good(d) Good (e) Very Good Q. 5 How likely would you recommend Tata Motors? Very UnlikelyVery Likely 12345 1. Any other points and suggestion? …………………………………………………………………………………………… ……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………… 2. Your suggestion for our improvement? ……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………… THANKS FOR YOUR COOPERATION Name of interviewer :……………………………… ———————– ??? SUBMITTED TO : SUBMITTED BY : Prof. S. P. Garg ABHINAV SHARMA BHAWANI SINGH DEVENDER SINGH GAURI SINGH HITESH AGARWAL RAHUL AGRAWAL ???

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