chandra shekhar final marketing strategies customer satisfaction for tata

7/30/2019 Chandra Shekhar Final Marketing Strategies Customer Satisfaction for Tata

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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


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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: ________


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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


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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.


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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


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Chapter - 1

INTRODUCTION


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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.


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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.


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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.


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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.htm


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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.htm


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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
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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_Indica


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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_Carrocera


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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/Autoline


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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_Asia


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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.


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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/


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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
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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#gls


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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_Nano


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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.


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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


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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


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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"

.


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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.


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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


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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.


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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.


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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.


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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.


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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.


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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/


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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/


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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/


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CHAPTER-3

RESEARCH METHODOLOGY


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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.


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CHAPTER 4

DATA INTERPRETATION AND

ANALYSIS


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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


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2. WHEN WE TALK OF A CAR WHAT DO YOU LOOK INTO IT BEFORE BUYING?


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


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3. IF YOU ARE GOING TO PURCHASE A NANO CAR WHY SHALL YOU

PURCHASE IT?


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


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4. DO YOU THINK THAT NANO WILL LIVE UP TO YOUR EXPECTATION?


Yes 64

No 36

OVER ALL BASES

64%

36%

Frequency

Yes

No


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Q4: If yes why ?


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


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ON INCOME LEVEL

Q5: Is it the price only which shall motivate you to purchase this car or anything else?


Price 79

Other Please Specify 21

ON OVER ALL BASES

79%

21%

a

b


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ON INCOME LEVEL

Q6: What impact will the Launch of NANO car make in the two wheeler market?


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


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ON OVER ALL BASES

ON INCOME LEVEL

Q 7: Is this car according to you worth the hype created by it?


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


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ON INCOME LEVEL

Q 8: As an Indian are you proud of NANO car.


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


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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


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OVER ALL BASES

ON INCOME LEVEL

Q10: If you happen to get one NANO car how you shall feel?


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


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ON INCOME LEVEL

Q11. What would be its impact on traffic?


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


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OVER ALL BASES

ON INCOME LEVEL

Q12. If Horrible how should the authority take it?


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


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OVER ALL BASES

ON INCOME LEVEL

Q13. Will this car totally revolutionize the car market?


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


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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


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FINDINGS & ANALYSIS


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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.


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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


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LIMITATION & CONCLUSIONS


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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.


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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.


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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

chandra shekhar final marketing strategies customer satisfaction for tata

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