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Presentation

on

TATA MOTORS Company

GROUP 1.Aanchal Saxena

Aditi GuptaAnkit Kumar Singh

Prasoon PallavSameer Khan

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Overview of Automobile IndustryThe Indian Auto industry is one of the largest in the world.

The automobiles sector is compartmentalized in four different sectors which are as follows: Two-wheelers which comprise of mopeds, scooters, motorcycles and electric two-

wheelers Passenger Vehicles which include passenger cars, utility vehicles and multi-

purpose vehicles Commercial Vehicles that are light and medium-heavy vehicles Three Wheelers that are passenger carriers and goods carriers.

Market Size

The sales of PVs, CVs and 2Ws grew by 9.17 per cent, 3.03 per cent and 8.29 per cent respectively, during the period April-January 2017.

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COMPANY PROFILE (TATA MOTORS)Tata Motors Limited, a USD 42 billion Organization, is a

leading global automobile manufacturer.

It is the world's fifth largest truck manufacturer and fourth largest bus manufacturer.

Presence in 182 countries across the world

In 2008, Launched World’s cheapest car – TATA NANO

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ENTRY TO THE RURAL MARKET & PRODUCTS OFFERED Influence shopkeeper Making a wise decision Tax exemptions

ZEST

INDICA

ACE

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TATA ACE VARIENTS OFFERED FOR RURAL MARKET

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Companies Research on Rural ConsumersIt has research and development centers in Pune, Jamshedpur, Lucknow, (India)A research done by Tata Family in 2004, came to know that the most preferred choice of small businessman and farmers was small commercial vehicle in 4 wheelers.The preferred Payload was less than 1 tonnes.

In November 2008, Tata Motors launched a rural programme, NEEV and tied up with Indian Oil Corp. Ltd for distribution.

In 2009, tie-ups with the Indian post office and SBI for financing and distribution.

TATA ACE, was Launched

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TATA MOTOR’s Segmentation Geographic

Rural : More than 30,000 Villages with population of over 8000

Semi Urban : Small Town with population between 20,000 – 50,000 Demographic

Age : 20 to 45

Gender : Male

Occupation : Truck Owners, First time LCV purchasers, Small Traders and Farmers Behavioral

4 wheelers benefits : Style and Safety

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Positioning of TATA ACE in Rural and Semi- Urban Market

India’s Mini Truck

SMALL IS BIG

Stability And Trust of Big Truck

CHOTA HATHI

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Targeting of TATA ACE in Rural and Semi- Urban Market People who are planning to purchase 4

wheelers with a payload of less than 1 tonne. ( 45% )

Potential LCV purchaser ( 15% )

First time commercial vehicle purchaser ( 40% )

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MARKETING MIX ( 4 P’s for tata ace )

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4 A’s of Rural MarketingAvailability : Availability of the product or service because India’s 6,50,000+ villages are spread over 3.2 million sq km; 700 million Indians may live in rural areas, targeting them is not easy.

Affordability : The second major challenge is to ensure affordability of the product or service. So Ace is priced within a budget of Rs 5 lakhs, for middle and lower income group.

Acceptability : The next challenge is to gain acceptability for the product or service. So they priced at Rs 4.31 lakh, the Tata Ace has surpassed the 1.5 million sales mark in ten years.

Awareness : Building awareness is another challenge in rural marketing. 1. Media penetration in rural areas is only about 57% 2. 2 out of 5 Indians are unreached by any media - TV, Press, Radio and Cinema 3. Haats, mandis and melas are opportunities. 4. TATA Ace uses wall writing and radio advertising to drive its growth in rural areas. 

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Innovation done by TATA MotorsIndia’s first turbo-charged multi-point fuel injection (MPFI) petrol engine, the Revotron1.2T engine, which powers the Zest and the Bolt.

This engine offer an optimum mix of fuel economy, performance and refinement

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Innovation for Rural Market

Capacity of 0.75 tonne.

A combination of power, fuel efficiency, affordability and superior performance

Compaq Size

Small turning Radius

TATA ACE

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competitorsMajor competitors of TATA ACE are :-

• Maruti Suzuki Carry Turbo

• Mahindra Maxximo

• Askok Leyland Dost

• Piaggio Porter 600

• Mahindra Jeeto

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Success Mantra for Tata Ace Targeted the small transporter, poultry owner, vegetables vendor & village farmer.

Strong appeal in the rural market where bullock cart & muddy path gave way to small pickup & tarred roads.

Positioned itself as a “Chota hathi” which made rural people attract to the product.

Tata motors facilitated vehicle financing for purchasing Ace.

Tata opened around 600 distributorship of Ace in rural market to increase their market share.

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Future plans for Tata Ace

Launch of ACE microbus

Tata motors plan to launch two new vehicles every year till 2020 in LMV segment.

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