CHAPTER-I

INTRODUCTION

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INTRODUCTION

Brand awareness

Brand awareness is a marketing concept that measures consumers' knowledge of a

brand's existence. At the aggregate (brand) level, it refers to the proportion of consumers

who know of the brand.

Brand awareness means the extent to which a brand associated with a particular product

is documented by potential and existing customers either positively or negatively.

Creation of brand awareness is the primary goal of advertising at the beginning of any

product's life cycle in target markets. In fact, brand awareness has influence on buying

behaviour of a buyer. All of these calculations are, at best, approximations. A more

complete understanding of the brand can occur if multiple measures are used.

A brand equity is the positive effect of the brand on the difference between the prices that

the consumer accepts to pay when the brand known compared to the value of the benefit

received.

There are two schools of thought regarding the existence of negative brand equity. One

perspective states brand equity cannot be negative, hypothesizing only positive brand

equity is created by marketing activities such as advertising, PR, and promotion. A

second perspective is that negative equity can exist, due to catastrophic events to the

brand, such as a wide product recall or continued negative press attention (Blackwater or

Halliburton, for example).

Colloquially, the term "negative brand equity" may be used to describe a product or

service where a brand has a negligible effect on a product level when compared to a no-

name or private label product. The brand-related negative intangible assets are called

“brand liability”, compared with “brand equity”

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Research on metrics

There has been discussion in industry and practice about the meaning and value of

various brand awareness metrics. Recently, an empirical study appeared to put this debate

to rest by suggesting that all awareness metrics were systematically related, simply

reflecting their difficulty, in the same way that certain questions are more difficult in

academic exams

Brand recall

Brand Recall is the extent to which a brand name is recalled as a member of a brand,

product or service class, as distinct from brand recognition.

Common market research usage is that pure brand recall requires "unaided recall". For

example a respondent may be asked to recall the names of any cars he may know, or any

whisky brands he may know.

Some researchers divide recall into both "unaided" and "aided" recall. "Aided recall"

measures the extent to which a brand name is remembered when the actual brand name is

prompted. An example of such a question is "Do you know of the "Honda" brand?"

In terms of brand exposure, companies want to look for high levels of unaided recall in

relation to their competitors. The first recalled brand name (often called "top of mind")

has a distinct competitive advantage in brand space, as it has the first chance of

evaluation for purchase.

Brand Recognition

Brand Recognition is the extent to which a brand is recognized for stated brand attributes

or communications

In some cases brand recognition is defined as aided recall - and as a subset of brand

recall. In the case, brand recognition is the extent to which a brand name is recognized

when prompted with the actual name.

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NEED OF THE PROJECT

The basic need of the project is to understand the service of Tata Motors

Limited products and identify what are the gaps in service. The idea behind the

projects is to identify what is the brand and service range of Tata Motors Limited

products in Hyderabad market. Company wants to know whether service process

working properly or not? And are retailers satisfied with the service practice?

Company also wants to distinguish the availability of Tata Motors Limited

products and visibility in market through promotional materials.

The need of project arises from company to improve its service practice in

order to have better market placement in Hyderabad market. So, for that they

needed in-depth analysis of the problems which would also generate some fresh

ideas for the improvement.

SCOPE OF PROJECT

The study is conducted within Hyderabad town and its various parts.

Hyderabad was divided in two regions which are one town and two Town. The

survey is conducted in Automobile shops situated in all regions which are

exclusive in sales of Tata Motors Limited.

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RESEARCH METHODOLOGYDefinition:

Research methodology is the specification of the method of acquiring the

information needed to the structure or to solve the problem at hand.

It is the pattern of the framework of the project that stipulates what information is

to be collected, from which source and by what method.

Primary Source Data:

A questionnaire was prepared helped in gaining an insight view of the factors

effecting the customer needs and related issues. The addresses of various customers were

given and with the help of the questionnaire prepared, I need to find out the first hand

information regarding the share of the Tata Motors Limited in every segment in the

market and the satisfaction level of each customer. Further I need to find out the future

plans of the customer regarding the purchase of the Tata Motors Limited products.

Each day I met 5 customers for 4 weeks the sample size of 100 respondents was

decided upon. Any problem and issues were noted and were informed to our guide later.

Secondary Data:

Secondary data is the annual report of the company and the official.

Research Objective:

To study about the four wheelers.

To study about the Tata Motors limited products.

To know about the brand image of Tata Motors Limited.

To know the performance level of Tata Motors Limited products

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To know about why the customer like this Network.

Are they happy with the service?

To know about what customer needs and what the company is providing.

SAMPLING

Sampling Procedure:

The sampling technique use here was Quota Sampling, which is one of

the most commonly used non-probability sample design.

Sampling Unit:

The target population from which the sample is chosen is owners of all

brands of cars.

Sample Size:

The sample of 100 from the target population was chosen.

Analysis Used:

The data collected in form of questionnaires was tabulated and analyzed

using basic statistical method percentages.

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LIMITATIONS OF THE STUDY

As the time given for the completion of the project was limited.

The survey was restricted to Hyderabad and Secunderabad only.

They may be few opinions which might have been missed out.

The sample size taken is only 100 and as such is very small as compared

to the universe, this is due to the constraints of time and effort, and as

such may not be enough to generalize to the entire population, however it

is presumed that the sample represents the universe.

Respondents might have responded with the actual feelings of facts while

giving responses to the questionnaire.

Time being a limiting factor was not sufficient to gather opinions from

majority of the respondents, who form part of the universal sample.

While every care as been taken to eliminate perceptual bias from the side

of the researcher and the respondents however certain element of bias

might have set in to the research inadverantly.

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CHAPTER-II

INDUSTRY PROFILE &

COMPANY PROFILE

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Indian Automobile Industry

The Indian Automobile Industry is the ninth largest in the world with an annual

production of over 2.3 million units in 2008 In 2009, India emerged as Asia's fourth

largest exporter of automobiles, behind Japan, South Korea and Thailand.

Following economic liberalization in India in 1991, the Indian automotive industry has

demonstrated sustained growth as a result of increased competitiveness and relaxed

restrictions. Several Indian automobile manufacturers such as Tata Motors, Maruti

Suzuki and Mahindra and Mahindra, expanded their domestic and international

operations. India's robust economic growth led to the further expansion of its domestic

automobile market which attracted significant India-specific investment by multinational

automobile manufacturers. In February 2009, monthly sales of passenger cars in India

exceeded 100,000 units.

bryonic automotive industry emerged in India in the 1940s. Following the independence,

in 1947, the Government of India and the private sector launched efforts to create an

automotive component manufacturing industry to supply to the automobile industry.

However, the growth was relatively slow in the 1950s and 1960s due to nationalization

and the license raj which hampered the Indian private sector. After 1970, the automotive

industry started to grow, but the growth was mainly driven by tractors, commercial

vehicles and scooters. Cars were still a major luxury. Japanese manufacturers entered the

Indian market ultimately leading to the establishment of Maruti Udyog. A number of

foreign firms initiated joint ventures with Indian companies.

In the 1980s, a number of Japanese manufacturers launched joint-ventures for building

motorcycles and light commercial-vehicles. It was at this time that the Indian government

chose Suzuki for its joint-venture to manufacture small cars. Following the economic

liberalization in 1991 and the gradual weakening of the license raj, a number of Indian

and multi-national car companies launched operations.

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History

Germany

The petrol engined automobile was invented in Germany by Karl Benz. Furthermore, the

four-stroke internal combustion engine used in most automobiles worldwide today was

invented by Nikolaus Otto in Germany. In addition, the diesel engine was also invented

by German Rudolf Diesel.

Germany is famous for the high-performance and high-quality sports cars made by

Porsche, and the cars of Mercedes, Audi and BMW are famous for their quality and

technological innovation. Daimler-Benz's predecessor Daimler-Motoren-Gesellschaft was

the industry's oldest firm, Daimler-Benz company dates from 1926. In 1998, it bought the

American automobile manufacturer Chrysler, then sold out in 2007 at a heavy loss, as it

never managed to bring the division to long term profitability.

In the popular market, Opel and Volkswagen are most well known. Opel was a bicycle

company that started making cars in 1898; General Motors bought it out in 1929, but the

Nazi government took control, and GM wrote off its entire investment. In 1948, GM

returned and restored the Opel brand. Volkswagen is dominant in the popular market; it

purchased Audi in 1964, which eventually lead to the formation of today's Volkswagen

Group. Volkswagen's most famous car was the small, beetle-shaped economical "people's

car", with a rear-mounted, air-cooled engine. It was designed in the 1930s by Ferdinand

Porsche upon orders from Adolf Hitler, who was himself a car enthusiast. However,

production models only appeared after the war; until then, only rich Germans had

automobiles. By 1950, Volkswagen was the largest German automobile producer. Today,

the Group is one of the three biggest automotive companies in the world, and the largest

in Europe; and is now part-owned by Porsche Automobil Holding SE. In the meantime,

ten different car manufacturers belong to the multicorporate enterprise: Porsche AG,

Volkswagen, Audi AG, Bugatti Automobiles SAS, Automobili Lamborghini S.p.A.,

Bentley Motors Limited, Škoda Auto, SEAT, S.A., along with truck makers MAN AG

and Scania AB.

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Germany is famous for its upscale saloons. They feature advanced suspension systems

that provide both a soft ride, and good handling characteristics. Many manufacturers limit

their automobiles electronically to driving speeds of 250 kilometres per hour (155 mph)

for safety reasons. For factory-tuned models like Mercedes-AMG from Mercedes Benz,

Audi RS from quattro GmbH, and BMW M from BMW M GmbH, for an additional

payment, it is possible to derestrict their top speed, so that the fastest models easily reach

more than 300 kilometres per hour (186 mph).

India

India holds the best potential to become a hub for manufacturing cars and will be the

largest manufacturer of cars as stated by visionaries like Jeremy Clarkson. Some

statistical data revealed that this could show a growth in Indian economy by 46.5%. An

embryonic automotive industry started in India in the 1940s. However, for the next 50

years, the growth of the industry was hobbled by the Socialist policies and the

bureaucratic hurdles of the license raj. Following economic liberalisation in India from

1991, and the gradual easing of restrictions on industry, India has seen a dynamic 17%

annual growth in automobile production and 30% annual growth in exports of automotive

components and automobiles. India produces around 2 million automobiles currently.

The Largest automotive companies in India are Maruti Suzuki, Hyundai Motor India,

Tata Motors and Mahindra & Mahindra. Total turnover of the Indian automobile industry

is expected to grow from USD 34 Billion in 2006 to USD 122 Billion in 2016. Tata

Motors has just launched Tata Nano, the cheapest car in the world at USD 2200. Foreign

auto companies with assembly plants in India include, General Motors, Ford, Hyundai,

Honda, Suzuki, Nissan, Toyota, Volkswagen, Audi, Škoda, BMW, Fiat and Mercedes

Benz. Recently India has overtaken China in global auto exports of compact car this

year . Suzuki Motor Corp, Hyundai Motor Co, and Nissan Motor Co are making India

their manufacturing hub for small cars.

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Japan

Japan, with its large population squeezed into very high density cities with good public

transit, has limited roadways that carry very heavy traffic. Hence, most automobiles are

small in terms of size and weight. From a humble beginning, Japan is now the largest

auto manufacturing country in the world. Nissan began making trucks in 1914, and sold

cars under the Datsun brand until it switched to Nissan in the 1980s. It opened its first

U.S. plant in Tennessee in the early 1980s, and a U.K. plant in 1986. In the North

American markets, its luxury models carry the brand Infiniti. Honda, which began with

motorcycles, emerged after World War II. In the North American markets, its luxury

vehicles are sold under the Acura brand. Mazda was the only successful auto company to

incorperate the unique rotary engine starting with the RX series, later the company was

partly bought by Ford during which time vehicles such as the mx series, 323, 626, 929, as

well as the B series trucks were joint built with Ford, it wasn't until late '99 Mazda had

bought back its sold shares from Ford, current models such as the Mazda 3 have little to

none ties with Ford. Toyota began making cars in the 1936s, and is now the world's

largest producer. The Toyota Corolla is the world's best selling nameplate. Its luxury

models carry the Lexus brand. Toyota is famous for its innovative, quality-conscious

management style, and its hybrid gas-electric vehicles, especially the Prius, which was

launched in 1997. In the early days of 2010 Toyota was held accountable for many safety

failures that had become a new calling card for the brand. This culminated in a visit of the

operating boss to speak before congress. Other major companies include Subaru,

Mitsubishi, Mazda, Daihatsu, Suzuki, and Isuzu. Japan's production of cars increased

from 3.179 million to 7.038 million between 1970 and 1980, while demand for larger

American cars was disastrously falling. Japanese cars are often credited with superior

reliability and dependability, efficiency, and advanced technology.

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FURTHER DEVELOPMENTS:

Most of the developments during the early phase concentrated on three and four-

wheeled design since it was complex enough to get the machines running with out having

to worry about them falling over. The next notable two-wheeler though was the

Hildebrand & Wolf Mueller, patented in Munich in 1894. In 1895, the French firm of

DeDion-button built and engine that was to make the mass production and common use

of motorcycle possible. The first motorcycle with electric start and a fully modem

electrical system; the Hence special from the Indian Motorcycle Company astounded the

industry in 1931. Before World War 1, IMC was the largest motorcycle manufacturer in

the world producing over 20000 bikes per year.

INCREASING POPULARITY:

The popularity of the vehicle grew especially after 1910, in 1916; the Indian

motorcycle company introduced the model H racer, and placed it on sale. During World

War 1, all branches of the armed forces in Europe used motorcycles principally for

dispatching. After the war, it enjoyed a sport vogue until the Great Depression began in

motorcycles lasted into the late 20th century; weight the vehicle being used for high-speed

touring and sport competitions. The more sophisticated of a 125cc model. Since then, an

increasing number of powerful bikes have blazed the roads.

Indian automobile companies

Notable Indian automobile manufacturers

Ashok Leyland

Chinkara Motors : Beachster, Hammer, Roadster 1.8S, Rockster, Jeepster, Sailster.

Force Motors

Hindustan Motors : Ambassador.

Mahindra : Major, Xylo, Scorpio.

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Maruti Suzuki : 800, Alto, WagonR, Estilo, AStar, Ritz, Swift, Swift DZire, SX4,

Omni, Versa, Gypsy

Premier : Sigma, Roadster, RiO.

San Motors : Storm

TATA Motors : Nano, Indica, Indigo, Sumo, Safari, TL.Aria

Electric car companies in India

Ajanta Group

Mahindra

Hero Electric REVA

Tara International

TOYOTA Motors

Notable Multi-national automobile manufacturers

Locally manufactured Automobiles of Multi-national Companies

Audi : A4, A6.

BMW : 3 Series, 5 Series.

Chevrolet : Spark, Beat, Aveo U-VA, Aveo, Optra, Cruze, Tavera.

Fiat : Palio, Grande Punto, Linea.

Ford : Ikon, Fiesta, Fusion, Endeavour, Figo

Honda : Jazz, City, Civic, Accord.

Hyundai : Santro, i10, Getz, i20, Accent, Verna, Hyundai , Sonata.

Mercedes-Benz : C-Class, E-Class

Mitsubishi : Lancer, Lancer Cedia.

Nissan : Micra

Renault : Logan

Škoda : Fabia, Octavia, Laura.

Toyota : Corolla, Innova, Fortuner

Volkswagen : Jetta, Passat, Polo.

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Cars sold in India as CBU (Completely Built Units)

Audi : A8, TT, R8, Q5, Q7.

Bentley : Arnage, Azure, Brooklands, Continental GT, Continental Flying Spur,

Mulsanne.

BMW : 6 Series, 7 Series, X3, X5, X6, M3, M5, M6 and Z4.

Chevrolet : Captiva

Fiat : Nuova 500.

Honda : Civic Hybrid, CR-V.

Hyundai : Santa Fe.

Jaguar : XF, XJ, XK.

Lamborghini : Gallardo, Murciélago.

Land Rover : Range Rover, Range Rover Sport, Discovery 4, Freelander 2.

Maybach : 57 and 62.

Mercedes-Benz : CL-Class, CLS-Class, S-Class, SL-Class, SLK-Class, M-Class,

Viano.

Mitsubishi : Pajero, Montero, Outlander.

Nissan : Teana, X-Trail, 307Z.

Porsche : 911, Boxter, Panamera, Cayman, Cayenne.

Rolls Royce : Ghost, Phantom, Phantom Coupé, Phantom Drophead Coupé.

Škoda : Superb.

Suzuki : Grand Vitara.

Toyota : Camry, Land Cruiser, Land Cruiser Prado, Prius.

Volkswagen : Beetle, Touareg.

Volvo : S80, XC90.

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COMPANY PROFILE

COMPANY PROFILE

Tata Motors Limited is India's largest automobile company, with consolidated revenues

of INR 1,65,654 crores (USD 32.5 billion) in 2011-12. It is the leader in commercial

vehicles in each segment, and among the top three in passenger vehicles with winning

products in the compact, midsize car and utility vehicle segments. It is the world's fourth

largest truck and bus manufacturer.

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The Tata Motors Group’s over 55,000 employees are guided by the vision to be ''best in

the manner in which we operate, best in the products we deliver, and best in our value

system and ethics.''

Established in 1945, Tata Motors' presence indeed cuts across the length and breadth of

India. Over 7.5 million Tata vehicles ply on Indian roads, since the first rolled out in

1954. The company's manufacturing base in India is spread across Jamshedpur

(Jharkhand), Pune (Maharashtra), Lucknow (Uttar Pradesh), Pantnagar (Uttarakhand),

Sanand (Gujarat) and Dharwad (Karnataka). Following a strategic alliance with Fiat in

2005, it has set up an industrial joint venture with Fiat Group Automobiles at Ranjangaon

(Maharashtra) to produce both Fiat and Tata cars and Fiat powertrains. The company's

dealership, sales, services and spare parts network comprises over 3,500 touch points.

Tata Motors, the first company from India's engineering sector to be listed in the New

York Stock Exchange (September 2004), has also emerged as an international automobile

company. Through subsidiaries and associate companies, Tata Motors has operations in

the UK, South Korea, Thailand, Spain and South Africa. Among them is Jaguar Land

Rover, a business comprising the two iconic British brands that was acquired in 2008.

JLR supports two state of the art engineering and design facilities and three

manufacturing plants (Solihull, Castle Bromwich & Halewood) in the UK. In 2004, Tata

Motors acquired the Daewoo Commercial Vehicles Company, South Korea's second

largest truck maker. The rechristened Tata Daewoo Commercial Vehicles Company has

launched several new products in the Korean market, while also exporting these products

to several international markets. Today two-thirds of heavy commercial vehicle exports

out of South Korea are from Tata Daewoo. In 2005, Tata Motors acquired a 21% stake in

Hispano Carrocera, a reputed Spanish bus and coach manufacturer, and subsequently the

remaining stake in 2009. Hispano's presence is being expanded in other markets. In 2006,

Tata Motors formed a joint venture with the Brazil-based Marcopolo, a global leader in

body-building for buses and coaches to manufacture fully-built buses and coaches for

India and select international markets. In 2006, Tata Motors entered into joint venture

with Thonburi Automotive Assembly Plant Company of Thailand to manufacture and

market the company's pickup vehicles in Thailand. The new plant of Tata Motors

(Thailand) has begun production of the Xenon pickup truck, with the Xenon having been

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launched in Thailand in 2008. Tata Motors (SA) (Proprietary) Ltd., Tata Motors' joint

venture with Tata Africa Holding (Pty) Ltd., has its assembly plant in South Africa at

Rosslyn, north of Pretoria, in the Gauteng province of South Africa. The plant can

assemble, from semi knocked down (SKD) kits, light, medium and heavy commercial

vehicles ranging from 4 - 50 tonnes.

Tata Motors is also expanding its international footprint, established through exports

since 1961. The company's commercial and passenger vehicles are already being

marketed in several countries in Europe, Africa, the Middle East, South East Asia, South

Asia, CIS, Russia and South America. It has franchisee/joint venture assembly operations

in Bangladesh, Ukraine, and Senegal.

The foundation of the company's growth over the last 66 years is a deep understanding of

economic stimuli and customer needs, and the ability to translate them into customer-

desired offerings through leading edge R&D. With over 4,500 engineers and scientists,

the company's Engineering Research Centre, established in 1966, has enabled pioneering

technologies and products. The company today has R&D centres in Pune, Jamshedpur,

Lucknow, Dharwad in India, and in South Korea, Spain, and the UK. It was Tata Motors,

which developed the first indigenously developed Light Commercial Vehicle, India's first

Sports Utility Vehicle and, in 1998, the Tata Indica, India's first fully indigenous

passenger car. Within two years of launch, Tata Indica became India's largest selling car

in its segment. In 2005, Tata Motors created a new segment by launching the Tata Ace,

India's first indigenously developed mini-truck.

In January 2008, Tata Motors unveiled its People's Car, the Tata Nano, which India and

the world have been looking forward to. The Tata Nano has been subsequently launched,

as planned, in India in March 2009. A development, which signifies a first for the global

automobile industry, the Nano brings the comfort and safety of a car within the reach of

thousands of families.

In May 2009, Tata Motors ushered in a new era in the Indian automobile industry, in

keeping with its pioneering tradition, by unveiling its new range of world standard trucks

called Prima. In their power, speed, carrying capacity, operating economy and trims, they

will introduce new benchmarks in India and match the best in the world in performance

at a lower life-cycle cost. In October 2010, Tata Motors launched the Tata Aria, the first

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Indian four-wheel drive crossover. The Tata Aria redefines several benchmarks with its

design and technologies, offering class leading features that take comfort and safety to a

new height.

Tata Motors is equally focussed on environment-friendly technologies in emissions and

alternative fuels. It has developed electric and hybrid vehicles both for personal and

public transportation. It has also been implementing several environment-friendly

technologies in manufacturing processes, significantly enhancing resource conservation.

Through its subsidiaries, the company is engaged in engineering and automotive

solutions, construction equipment manufacturing, automotive vehicle components

manufacturing and supply chain activities, machine tools and factory automation

solutions, high-precision tooling and plastic and electronic components for automotive

and computer applications, and automotive retailing and service operations.

Tata Motors is committed to improving the quality of life of communities by working on

four thrust areas employability, education, health and environment. The activities touch

the lives of more than a million citizens. The company's support on education and

employability is focused on youth and women. They range from schools to technical

education institutes to actual facilitation of income generation. In health, our intervention

is in both preventive and curative health care. The goal of environment protection is

achieved through tree plantation, conserving water and creating new water bodies and,

last but not the least, by introducing appropriate technologies in our vehicles and

operations for constantly enhancing environment care.

ABOUT US

Powered by a pioneering spirit and a chain of constant innovations for over 50

years, Tata Motors Limited (TML) has redefined the art of building motor vehicles.

Today, Tata Motors Limited is the sixth largest medium and heavy commercial vehicle

manufacturer in the world, with a significant presence in Asia, Europe, Africa and Latin

America.

World-class auto components are the backbone of all world-class vehicles. Keeping

this in mind, Tata Motors Limited has collaborated with major players in the Auto

Industry. The Joint Venture with Cummins, associations with companies like Johnson

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Controls, Toyo Radiators, Chuo Springs, Ficosa, Yazaki, Yutaka-Giken, Sungwoo

Hitech, Owens Coring, Knorr-Bremse, Farurecia and Menzolit Fibron, reaffirm Tata

Motors commitment to delivering higher productivity and profitability to the

transportationindustry.

Tata Motors Limited marked its emergence as a strong multi-national player with

the acquisition of the Daewoo Commercial Vehicles Plant in March 2004. The robotized

factory at Gunsan in South Korea, bus-body manufacturing plants in Ukraine and South

Africa and assembly plants in Bangladesh and Malaysia, are testimony to the strong

presence of Tata Motors Limited across the world.

The Company also gained enhanced credibility as a global powerhouse when the

Government of Senegal approached Tata Motors Limited for technological assistance in

setting up a bus-body plant at Thiess.

Right from the earliest trucks that helped move goods around the country, to chassis

for buses that virtually form the backbone of the Indian public transport system today,

Tata vehicles have, quite literally, moved the nation ahead. Tata Motors is India's only

fully integrated automobile manufacturer with a portfolio that covers trucks, buses, utility

vehicles and passenger cars. With over 3 million

Green Matters:

Tata Motors, a Company that cares about the future... True to the tradition of the

Tata Group, Tata Motors is committed in letter and spirit to Corporate Social

Responsibility. It is a signatory to the United Nations Global Compact, and is engaged in

community and social initiatives on labour and environment standards in compliance

with the principles of the Global Compact. In accordance with this, it plays an active role

in community development, serving rural communities around its manufacturing

locations.

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Tata Motors believes in technology for tomorrow. Our products stand testimony

to this. Our annual expenditure on R&D is approximately 2% of our turnover. We have

also set up two in-house Engineering Research Centers that house India's only Certified

Crash Test Facility. We ensure that our products are environmentally sound in a variety

of ways. These include reducing hazardous materials in vehicle components, developing

extended life lubricants, fluids and using ozone-friendly refrigerants. Tata Motors has

been making conscious effort in the implementation of several environmentally sensitive

technologies in manufacturing processes. The Company uses some of the world's most

advanced equipment for emission check and control.

Tata Motors concern is manifested by a dual approach -

1) Reduction of environmental pollution and regular pollution control drives

2) Restoration of ecological balance.

Our endeavors towards environment protection are soil and water conservation

programmers and extensive tree plantation drives. Tata Motors is committed to restoring

and preserving environmental balance, by reducing waste and pollutants, conserving

resources and recycling materials.

Reducing Pollution:

Tata Motors has been at the forefront of the Indian automobile industry's anti-

pollution efforts by introducing cleaner engines. It is the first Indian Company to

introduce vehicles with Euro norms well ahead of the mandated dates.  Tata Motors’ joint

venture with Cummins Engine Company, USA, in 1992, was a pioneering effort to

introduce emission control technology for India. Over the years, Tata Motors has also

made investments in setting up of an advanced emission-testing laboratory.

With the intention of protecting the environment, Tata Motors has upgraded the

performance of its entire range of four and six cylinder engines to meet international

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emission standards. This has been accomplished with the help of world-renowned engine

consultants like Ricardo and AVL. These engines are used in Tata Motors vehicles in the

Indian market, as well as in over 70 export markets.

Tata Motors is constantly working towards developing alternative fuel engine

technologies. It has manufactured CNG version of buses and followed it up with a CNG

version of its passenger car, the Indica.

Restoring Ecological Balance:

Tata Motors has set up effluent treatment facilities in its plants, to avoid

release of polluted water into the ecosystem. In Pune, the treated water is conserved in

lakes attracting various species of birds from around the world thus turning the space into

a green belt.

Tree plantation programmers involving villagers and Tata Motors employees;

have turned acres of barren village green. Tata Motors has planted as many as 80,000

trees in the works and the township and more than 2.4 million trees have been planted in

Jamshedpur region. Over half a million trees have been planted in the Poona region. Tata

Motors has directed all its suppliers to package their products in alternate material instead

of wood.

End of Life Vehicle Treatment and Recycling:

India is a recycling society with many people making value out the recovery of

waste materials discarded from products at the end of their useful life.

However, Europe, and some other export markets, have recognized that they

have become a 'throwaway' society in recent decades, and are now introducing waste

prevention regimes in different industry sectors to collect and recycle valuable resource

rather than it ending up in landfill.

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In the Automotive sector, the European End of Life Vehicle (ELV) Directive,

points responsibility for this issue to vehicle manufacturers, and the scrap car recovery

industry. Similar regulations are being introduced in Japan and Korea.

Naturally, Tata Motors has already met the 'producer responsibility' aspects of

the ELV Directive, such as compliance to Heavy metals and other hazardous substance

restrictions. Also, material code marking of plastic parts has been introduced to aid

achievement of demanding European recycling targets.

Central to this European regulation is for manufacturers to provide free take-

back networks for environmentally sound treatment of Elves. Last owner contacts for

access to Tata Motors subscribed take-back schemes can be found.

Only specially authorized vehicle dismantler and shredder operators are

allowed to treat ELVs in Europe, and they have access to Tata Motors ELV treatment

information by registering on:

 COMMUNITYDEVELOPMENT:

The Company's Community Service Division works through various societies to

improve the conditions of neighbouring villages - encouraging economic independence through

self-initiated cottage industries and contributing to community and social forestry, road

construction, rural health, education, water supply and family planning

Tata Motors has been making numerous well-planned efforts in the area of rural

development, with specific focus on the followings

Health & Sanitation:

Mobile health service staff provides preventive and curative health services

under the "Health for All" programme. They train village health workers in conducting

the same. Safe drinking water facilities are provided to ensure health of the villagers.

Employment Generation

Tata Motors encourages self-sufficiency with the aim to improving the

confidence, morale and  lives of its employees and their dependents. The Company has

24

worked on some novel ideas around its townships. Employees' relatives at Pune have

been encouraged to form various industrial co-operatives engaged in activities such as re-

cycling of scrap wood into crates and furniture, welding, steel scrap baling, battery cable

assembly etc. The Tata Motors Grihini Social Welfare Society caters to employees'

women dependents'. The women folk make a variety of products, ranging from pickles

and uniforms to electrical cable harnesses etc.

Community Centers:

These centers are situated in various parts of Jamshedpur, Pune and some of their

neighboring towns. The centers regularly organize various programmers & neighboring

populations are encouraged to participate in these activities.

  Some of our Services:

Comprehensive AC repairs conducted using modern AC charging machines.

Comprehensive accidental repairs done by experts in Body and Paint shop

Technology

Value Added Services - Car Care Treatments, Anti Rust Applications, 18 + 18 /

18 + 30 extended Warranty benefits, fuel additives, engine decarburizing, etc.

Service Packages - Gold club member ship, Annual Maintenance contract, Annual

Scheduled Service contract, Vehicle Health checkup plan, etc.

Availability of “Value for Money” Reconditioned aggregates like engines, power

steering, AC compressors (Reconditioned by OEMs)

workshops

Qualified and trained Technicians, Service Advisors and Customer Relationships

Officers.

Use of special tools and quality parameters for repairs.

Best in industry labour charges.

25

24 hours helpline and a breakdown help line vehicle

100% assurance of usage of genuine Tata Motors spare parts.

Usage of specially blended lubricants and long lasting paints

1 year warranty on workmanship on all kinds of repairs

Dear Customer

As a valued Tata Motors' Customer, you are entitled to get following support from this

workshop:

» Quality servicing / repairs of your car!

Free repair of the complaint that reappears within 3000 kms or 1 month

(whichever is earlier) after being attended at this set-up.

» Quality washing of your car!

If you are not satisfied with the washing quality of your car, we will clean it again

to your satisfaction!

» On-time delivery!

If you do not get your car back on the promised day*; we will waive off 10% on

the labour bill of your car!

In case of increase in job content / parts not available. Service Advisor will

intimate you the revised delivery date & time in advance

26

» Follow-up call after service!

This workshop wills contact you on the 4th day after the delivery of the vehicle,

to ensure your satisfaction with the service. Hence, we request you to provide us

your latest phone number.

RECOMMENDED PRODUCT

If you do not get the above services, please let us know through the

"Customer's Voice" form kept near the drop box. It has been our objective and our

Endeavour to introduce high quality lubricants and coolants time and again for the benefit

of esteemed customers like you. These quality lubricants are of superior quality and are

rigorously tested at our Engineering Research Centre, Pune. Use of the same in your

vehicles ensures superior engine and other aggregate performance and enhances its life.

We have tied up with M/s Castrol India Ltd, M/s Hindustan Petroleum Ltd,

M/s Exxon Mobil Lubricants Pvt Ltd & M/s SCCI India Pvt Ltd for supply of these

lubricants and Coolants in the Dealer / Tata Authorized Service Centre workshops.

Our Partners in this Endeavour

ORGANIZATION PROFILE

Brief History of “AUTO FIN LIMITED” HYDERABAD

27

The AUTOFIN LIMITED was established in November, 05, 2005. They are the

authorized Dealers for all kinds of TATA Cars in the territory of Andhra Pradesh. The

chairman of AUTOFIN LIMITED is Gautham Jain, Managing Director is Varun Jain.

They have 3 sales outlets and 1 workshop in twin cities. The shorooms are located in

prime localities at:

Medical Highway, Bowenpally, Secunderabad.

Salem nagar colony, Malakpet, Hyderabad.

Opp:Paradise Hotel, Paradise, Secunderabad.

The AUTOFIN LIMITED is Having 18,000 Sft workshop of high standards is

located in Bowen Pally. It is not only one of the largest in India, but also one of the

most well equipped and modern workshops. Manned with a team of technicians with

vast knowledge & experience, most of them are trained at TATA plant. All vehicles

are repaired & subsequently pass through internal quality check for workmanship.

They are assured of genuine spares and timely deliveries. And one work shop is

located at

Medical highway, Bowenpally, secunderabad.

The average fiscal sales for the year 2006-07 were approximately 4000 vehicles

and turnover of around 120 crores. They received the following Awards for

Excellence.

Rated as the best decorated show room for 3 times

No. 1 in sales in South India.

Auto fin limited is today among the top 10 TATA dealers in customer satisfaction and

service.

HISTORY

It has been a long and accelerated journey for Tata Motors, India's leading automobile

manufacturer. Some significant milestones in the company's journey towards excellence

and leadership.

1945 to 1950

28

Tata Engineering and Locomotive Co. Ltd. was established to manufacture

locomotives and other engineering products. 

Steam road roller introduced in collaboration with Marshall Sons (UK). 

1951 to 1960

Collaboration with Daimler Benz AG, West Germany, for manufacture of

medium commercial vehicles. The first vehicle rolled out within 6 months of

the contract. 

Research and Development Centre set up at Jamshedpur. 

1961 to 1970

Exports begin with the first truck being shipped to Ceylon, now Sri Lanka. 

Setting up of the Engineering Research Centre at Pune to provide impetus to

automobile Research and Development. 

1971 to 1980

Introduction of DI engines. 

First commercial vehicle manufactured in Pune. 

1981 to 1990

Manufacture of Heavy Commercial Vehicle commences. 

Production of first light commercial vehicle, Tata 407, indigenously designed,

followed by Tata 608. . 

1991 to 2000

Launch of the 1st indigenous passenger car Tata Sierra.

TAC 20 crane produced.

One millionth vehicle rolled out. 

Launch of the Tata Estate. 

29

Joint venture agreement signed with Cummins Engine Co. Inc. for the

manufacture of high horsepower and emission friendly diesel engines. 

Launch of Tata Sumo - the multi utility vehicle.

Launch of LPT 709 - a full forward control, light commercial vehicle.

Joint venture agreement signed with M/s Daimler - Benz /Mercedes - Benz for

manufacture of Mercedes Benz passenger cars in India.

Joint venture agreement signed with Tata Holset Ltd., UK for manufacturing

turbochargers to be used on Cummins engines. 

Mercedes Benz car E220 launched. 

Tata Sumo deluxe launched. 

Tata Sierra Turbo launched.

100,000th Tata Sumo rolled out. 

Tata Safari - India's first sports utility vehicle launched.

2 millionth vehicles rolled out.

Indica, India's first fully indigenous passenger car launched. 

115,000 bookings for Indica registered against full payment within a week.

Commercial production of Indica commences in full swing. 

First consignment of 160 Indicas shipped to Malta.

Indica with Bharat Stage 2 (Euro II) compliant diesel engine launched.

Utility vehicles with Bharat 2 (Euro II) compliant engine launched.

Indica 2000 (Euro II) with multi point fuel injection petrol engine launched. . 

2001  to 2004

Indica V2 launched - 2nd generation Indica.

100,000th Indica wheeled out.

Launch of CNG Indica.

Launch of the Tata Safari EX

30

Indica V2 becomes India's number one car in its segment.

Exits joint venture with Daimler Chrysler. 

 Unveiling of the Tata Sedan at Auto Expo 2002.

Petrol version of Indica V2 launched.

Launch of the EX series in Commercial vehicles.

Launch of the Tata 207 DI.

2,00,000th Indica rolled out.

5,00,000th passenger vehicle rolled out.

Launch of the Tata Sumo'+' Series

Launch of the Tata Indigo.

Tata Engineering signed a product agreement with MG Rover of the UK. 

Launch of the Tata Safari Limited Edition.

The Tata Indigo Station Wagon unveiled at the Geneva Motor Show.

On 29th July, J. R. D. Tata's birth anniversary, Tata Engineering becomes Tata

Motors Limited.

3 millionth vehicle produced.

First City Rover rolled out

135 PS Tata Safari EXi Petrol launched

Tata SFC 407 EX Turbo launched 

Tata Motors unveils new product range at Auto Expo '04.

New Tata Indica V2 launched

Tata Motors and Daewoo Commercial Vehicle Co. Ltd. sign investment

agreement

Indigo Advent unveiled at Geneva Motor Show

Tata Motors completes acquisition of Daewoo Commercial Vehicle Company

Tata LPT 909 EX launched

Tata Daewoo Commercial Vehicle Co. Ltd. (TDCV) launches the heavy duty

truck 'NOVUS' , in Korea

Sumo Victa launched

Indigo Marina launched

31

Tata Motors lists on the NYSE 

2005

 Tata Motors rolls out its 500,000th Passenger Vehicle

The Tata Xover unveiled at the 75th Geneva Motor Show

Branded buses and coaches - Starbus and Globus - launched

Tata Motors acquires 21% stake in Hispano Carrocera SA, Spanish bus

manufacturing Company

Tata Ace, India's first mini truck launched

Tata Motors wins JRD QV award for business excellence.

The power packed Safari Dicor is launched

Introduction of Indigo SX series - luxury variant of Tata Indigo

Tata Motors launches Indica V2 Turbo Diesel.

One millionth passenger car produced and sold

Inauguration of new factory at Jamshedpur for Novus

Tata TL 4X4, India's first Sports Utility Truck (SUT) is launched Launch of Tata

Novus

Launch of Novus range of medium trucks in Korea, by Tata

Daewoo Commercial

Vehicle Co. (TDCV) 

2006

Tata Motors unveils new long wheel base premium Indigo & X-over concept at

Auto Expo 2006

Indica V2 Xeta launched

32

Passenger Vehicle sales in India cross one-million mark

Tata Motors and Marco polo, Brazil, announce joint venture to manufacture fully

built buses & coaches for India & markets abroad

Tata Motors first plant for small car to come up in West Bengal

Tata Motors extends CNG options on its hatchback and estate range

TDCV develops South Korea's first LNG-Powered Tractor- Trailer

Tata Motors and Fiat Group announce three additional cooperation agreements

Tata Motors introduces a new Indigo range

2007

Tata Motors launches the long wheel base Indigo XL, India's first stretch

limousine

Tata Motors' integrated Customer Relationship Management (CRM)- Dealer

Management System (DMS) initiative crosses the significant milestone of

covering 1000 locations in India and abroad.

Tata Motors introduces Magic & Winger - creates new segments in urban and

rural passenger transportation.

FEATURES

Mission, vision and values

Tata Motors constantly looks for ways to offer the customer the best value for

money. Beginning with a single truck model way back in the 1950s, today we have over

33

150 models and variants of vehicles, designed to transport goods and passengers. Our

commercial vehicles can haul loads ranging from 2 tonnes to 40 tonnes. Likewise we

have mini buses that can seat 12 people and buses that can accommodate as many as 60.

Tippers, Tractor-trailers, 4x4 off road vehicles, multi-utility vehicles-our range are vast.

A significant breakthrough has been the development and commercialization of

the truly Indian cars- Tata Indica and Tata Indigo.

Our vehicles are capable of meeting stringent Euro norms. And we have been able

to do so by using technology, which is environmentally sustainable.

Browse through our product range below to know more about our International market

models.

Previous news& achievements

2011

Tata Motors unveils Assembly Plant in South Africa

Jaguar Land Rover inaugurates new vehicle assembly plant in Pune India

Jaguar celebrates 50 years of iconic E-Type

Jaguar c-x75 scoops Louis Vuitton award in Paris

Tata Pixel, new city car concept for Europe, displayed at the 81st Geneva Motor

Show

Range Rover Evoque wins Car Design of The Year

Tata Motors introduces the new Tata Indica eV2, the most fuel efficient car in

India with 25 kmpl mileage

Tata Motors launches the Tata Magic IRIS, a 3-4 seater 4-wheel passenger carrier

for public transportation

Tata Motors launches the Tata Ace Zip, a 600-kg micro truck for deep-penetration

goods movement

Jaguar Land Rover inaugurates new vehicle assembly plant in Pune India

34

Tata Nano begins international journey with Sri Lanka, as Tata Motors celebrates

50th year of its International Business

2010

Tata Ace becomes India's first 1-lakh brand in goods commercial vehicles.

Appointment of Mr. Carl-Peter Forster as Managing Director of Tata Motors.

Jaguar Land Rover announces opening of its Dealership in New Delhi.

Tata Motors to construct heavy truck plant in Myanmar under Government of

India's Line of Credit.

Tata Motors declared as the Commercial Vehicle Maker of the Year.

Tata Motors Passenger Car Division launches ‘Tata Motors Service Edge' for

leading edge customer service.

Tata Motors displays Tata Nano EV at the 80th Geneva Motor Show.

Chief Minister of Punjab inaugurates Tata Motors supported State Institute

of Automotive and Driving Skills.

Jaguar Land Rover announces Dr. Ralf Speth as Chief Executive Officer.

Tata Motors appoints Mr. Carl-Peter Forster as Group CEO. Tata Motors Group

displays the widest range of products and environment-friendly technologies at

Auto Expo 2010.

Tata Motors launches Magic Iris.

On 26th April 2010, Tata Motors sold its 4 millionth Commercial Vehicle.

2009

Tata Marcopolo Motors, Dharwad plant begins production.

Tata Motors launches Nano - The People's Car.

Introduction of New World standard truck range.

35

Launch of premium luxury vehicles - Jaguar XF, XFR and XKR and Land Rover

Discovery 3, Range Rover Sport and Range Rover from Jaguar and Land Rover in

India.

Tata Nano wins the Indian Car of the Year (ICOTY) Award.

Tata Motors launches the Sumo Grande MK II.

Tata Motors begins distribution of Prima World truck.

Tata Motors acquires remaining 79% in Hipo Carrocera.

Tata Motors launches the next generation all-new Indigo Manza.

FREELANDER 2 launched in India.

Tata Motors introduces the all new Tata 407 Pickup, Tata Super Ace and Tata

Ace EX.

First Jaguar Land Rover showroom opens in India.

Mr. Ravi Kant to become Non-executive Vice-Chairman of Tata Motors on

retirement,

Mr.P.M. Telang to become Managing Director -India Operations.

Tata Nano draws over 2.03 lakh bookings.

Awards-2012

Tata Motors won the award for the Best Learning Organisations of Asia (2011-12) in its

category. In this study, several reputed organizations, across various sectors, were

evaluated through a rigorous, multi-stage, independent assessment process, comprising

five different tests of a learning organization i.e. Having a defined learning agenda,

Managing discordant information, Avoiding the repetition of mistakes, Avoiding the loss

of critical data with people exits and Acting on what the organization knows.

In February 2012, Tata Motors flagged-off an epic journey of a non-stop, nation-wide

mileage & endurance run to challenge the Tata Indigo eCS in its efficiency and

endurance. Tata Motors and the Autocar India team have been associated with KPMG to

validate the results of mileage and the endurance drive, by tracking distance on GPS. 13

auto experts from Autocar India drove the robust Tata Indigo eCS, through challenging

36

terrains and in different climatic conditions, pushing the mean machine to its limits and

deservingly earned it a national record in the Limca Book of Records.

Tata Motors has received the prestigious Golden Peacock Award, for Excellence in

Corporate Governance for 2012. Mr. Hoshang Sethna, Company Secretary received the

award, on behalf of the company, from Mr. Mark Hoban, Finance Minister, UK, at the

11th International Conference on Corporate Governance, in London.

Awards-2011

TATA Motors Ltd has been selected as the winner of ‘Golden Peacock Award for

Corporate Social Responsibility’ for the year 2011 by the Awards Jury, under the

Chairmanship of Justice P N Bhagwati, former Chief Justice of India and Member, UN

Human Rights Commission. 

The Institute of Directors introduced the award, in 1992, to celebrate and honour best

organizations and recognize unique achievements in brand building. The Golden Peacock

award is recognized worldwide, as the hallmark of corporate excellence.

Jaguar Land Rover displayed its global product leadership and brand strength by winning

two of the most important media awards, from Autoweek, at the 2011 Frankfurt Motor

Show, one for each brand, Jaguar and Land Rover.

BOARD OF DIRECTORS

Name of the

director

Category Attedence at

meetings

As on march 31 2012 Share-

holdin

gNo.of

directorshi

ps

Commite positions

Board General Member Chair

men

37

Cyrus P Mistry*

(From 2012)

Deputy

Chairman

Ratan N tata Non-Executive

Chairman,

8 Yes 14 - - 53288

NA Soonawala Non-Executive,

Promoter

8 Yes 6 - 3 0

JJ Irani Non-Executive,

Pormoter

7 Yes 11 2 - 1850

JK Setna Non-Executive,

Independent

2 Yes - - - 0

VR mehta Non-Executive,

Independent

8 Yes 6 2 3 9332

R Gopalakirshnan Non-Executive,

Pormoter

5 Yes 11 4 - 3750

NN Wadia Non-Executive,

Independent

4 Yes 10 1 - 0

SA Naik Non-Executive,

Independent

8 Yes 2 1 1 1310

SM Palia Non-Executive,

Independent

6 Yes 9 2 4 200

Ravi kanth Managing

Director

8 Yes 6 1 - 0

Praveen P Kadle Executive

Director

8 Yes 9 7 - 1227

PRODUCT DETAILS

Four models for Tata Indica V2:-

Indica V2 DLX:

38

Power steering, Central locking system, four power window. About convenience of

driving, HVAC system provides good cooling effect. Door handles, body colored

bumpers, ORVM and wheel arch flair are few more advantages.

Indica V2 DLG:

This model have body colored bumpers, the wheel arch flairs, internally adjustable

OVRM and central locking system. Front windows are power windows. To avoid the

scorching heat in a summer days, HVAC system of cooling can soothe anybody inside

the car.

Indica V2 DLS:

Power steering and other features like internally adjustable OVRM, sill valence, body

colored bumpers, and the wheel arch flair have made this car comfortable and secured for

driving.

Indica V2 DLE:

Adjustable internally OVRM on the driver's side, sill valence, grey wheel arch flairs add

a new touch in terms of security as well as elegance.

Indica V2 Xeta GLX:

Central locking system, Power steering , Four power windows. HVAC system gives nice

cold feelings. Body colored bumpers, OVRMs, door handles and the wheel arch flairs.

Indica V2 Xeta GLG:

39

With the different looks and almost with the alike features of the GLX. It has front power

window facility.

Indica V2 Xeta GLS:

Power steering, Body colored bumpers, Internally adjustable OVRM, sill valence, wheel

arch flairs.

Indica V2 Xeta GLE:

Sill valence, grey wheel arch flairs and internally adjustable OVRM on the side of the

driver.

Four models for Tata Indica V2 Turbo:

Indica V2 Turbo DLG

DLG with its power steering and front power windows is a very comfortable car

with its HVAC system of cooling and, is reliable car with its central locking system.

Indica V2 Turbo DLX:

DLX is the most advanced version of Indica V2 Turbo for its added few

features along with the features of DLG. Its leathered wrapped steering, luxurious seats

and adjustable headrest provide total comfort of long-driving.

Indica V2 Xeta

The new Indica Xeta. Its extra Efficiency Torque Advantage petrol engine

delivers 12.4 kgm torques, for a smoother and more responsive drive. With instant pick

up and fewer gear changes in stop-start city traffic.

40

The technologically superior MPFI engine comes with a 32-bit microprocessor, and

sports 12 sensors, including a knock control sensor to reduce damage from adulterated

fuel. The result? Even more enjoyable long drives, with a frugal fuel consumption at 14

kmpl.

Indica V2

Uniquely styled and innovatively packaged, the Indica is designed and engineered to

meet the highest standards of international quality and also to stand up to the tough

demands of Indian roads and weather conditions. Every feature of the car reflects a deep

understanding of the Indian market and promises much more than any other car in its

category.

The Indica is brought to you by TATA Motors, the people who know India like no one

else does. So when you get behind the wheel of an Indica, you can feel proud about

driving one of the finest cars in the country.

Indica Turbo

The new Indica V2 Turbo is the only car in the B segment to offer a Turbo charger. The

car features a Turbo diesel engine that delivers an improved top speed and an enhanced

output of 68PS @ 4500 rpm. While the increased torque of 130Nm @ 2500 rpm is the

highest in its class. Apart from the changes in the engine, the car also features 14" wheels

among other class leading features.

It is available in 3-colour options including:

The exclusive Cherry Red colour, which is available in the European market.

The Indica V2 Turbo is available in DLG and

DLX models, at an incremental cost to the consumers.

PRODUCT PICTURES

PRODUCTS OF TATA MOTORS

41

INDICA V2 INDICA LX

SAFARI DICOR TURBO

TATA NANO

42

CHAPTER-III

REVIEW OF LITERATURE

Introduction

43

The word "brand", when used as a noun, can refer to a company name, a product name,

or a unique identifier such as a logo or trademark.

In a time before fences were used in ranching to keep one's cattle separate from other

people's cattle, ranch owners branded, or marked, their cattle so they could later identify

their herd as their own.

The concept of branding also developed through the practices of craftsmen who wanted

to place a mark or identifier on their work without detracting from the beauty of the

piece. These craftsmen used their initials, a symbol, or another unique mark to identify

their work and they usually put these marks in a low visibility place on the product.

Not too long afterwards, high quality cattle and art became identifiable in consumers’

minds by particular symbols and marks. Consumers would actually seek out certain

marks because they had associated those marks in their minds with tastier beef, higher

quality pottery or furniture, sophisticated artwork, and overall better products. If the

producer differentiated their product as superior in the mind of the consumer, then that

producer's mark or brand came to represent superiority.

Today's modern concept of branding grew out of the consumer packaged goods industry

and the process of branding has come to include much, much more than just creating a

way to identify a product or company.

Branding today is used to create emotional attachment to products and companies.

Branding efforts create a feeling of involvement, a sense of higher quality, and an aura of

intangible qualities that surround the brand name, mark, or symbol.

So what exactly is the definition of "brand"? Let's cover some definitions first before we

get too far into the branding process.

What is a brand?

44

If you ask ten marketing professionals or brand managers to define the word "brand", you

very well may get ten different answers. Most of the answers you receive, hopefully, will

at least have some commonalities.

In my own experience and in my extensive study of brands and branding, there is one

definition of "brand" that seems to most succinctly define exactly what a brand is.

The definition of brand:

A brand is an identifiable entity that makes specific promises of value.

In its simplest form, a brand is nothing more and nothing less than the promises of value

you or your product make. These promises can be implied or explicitly stated, but none-

the-less, value of some type is promised.

Additional definitions

Brand image is defined as consumers' perceptions as reflected by the associations they

hold in their minds when they think of your brand.

Brand awareness is when people recognize your brand as yours. This does not

necessarily mean they prefer your brand (brand preference), attach a high value to, or

associate any superior attributes to your brand, it just means they recognize your brand

and can identify it under different conditions.

Brand awareness consists of both brand recognition, which is the ability of

consumers to confirm that they have previously been exposed to your brand, and

brand recall, which reflects the ability of consumers to name your brand when

given the product category, category need, or some other similar cue.

Aided awareness occurs when you show or read a list of brands and the person expresses

familiarity with your brand only after they hear or see it.

45

Top-of-mind awareness occurs when you ask a person to name brands within a product

category and your brand pops up first on the list.

When you think about facial tissue, gelatin, and adhesive bandages, do the brands

Kleenex®, Jello®, and Band-Aid® come to mind? These brands enjoy strong top-of-

mind awareness in their respective categories.

Brand awareness is not everything

Brand awareness is vitally important for all brands but high brand awareness without an

understanding of what sets you apart from the competition does you virtually no good.

Many marketers experience confusion on this point.

Strategic awareness occurs when not only does the person recognize your brand, but they

also understand the distinctive qualities that make it better than the competition. Strategic

awareness occurs when you have differentiated your brand in the mind of your market.

This distinction as to why your brand is unique in your category is also referred to as

your Unique Selling Proposition or USP. Your USP tells your target market what you do

and stand for that is different from all of your competitors.

Brand preference occurs when consumers prefer your brand over competing brands.

Brand preference might be considered "the holy grail" of branding because it is the result

of consumers knowing your brand, understanding what is unique about your brand,

connecting emotionally with your brand, making a decision that your brand is superior to

others for some reason or combination of reasons, and choosing it over competing

brands.

Establishing a brand

I've heard very strong arguments that public relations is the way a strong brand is truly

established and advertising is how the brand is maintained. In fact, recently, authors Al

and Laura Ries devoted an entire book, The Fall of Advertising & The Rise of PR, to

reinforce and illustrate this idea (Harper, 2002).

46

If you think about this theory for a moment, it makes a lot of sense.

If a brand is successful in making a connection with people and communicating its

distinct advantage, people will want to tell others about it and word-of-mouth advertising

will develop naturally—not to mention writers in the press will want to write about the

brand. Once that type of differentiation is established in the market's mind, advertising

can help maintain and shape the brand.

What you need to do in branding is to communicate what the brand distinctively stands

for using as few words or images as possible.

So remember, branding is all about creating singular distinction, strategic awareness, and

differentiation in the mind of the target market--not just awareness. When you have been

successful, you will start building equity for your brand.

Points of Parity

My discussion of strategic awareness, points of singular distinction, and brand equity

would not be complete without discussion of brand points of parity.

Points of parity are those associations that are often shared by competing brands.

Consumers view these associations as being necessary to be considered a legitimate

product offering within a given category.

In other words, if you create what you consider to be a wonderful point of differentiation

and position, they might not be enough if consumers do not view your product or service

as measuring up on “minimum product expectations”. Points of parity are necessary for

your brand but are not sufficient conditions for brand choice.

As an example, I might produce a wonderful new automobile that uses advanced global

positioning and sensor technologies that render a driver obsolete by automatically routing

the car, adjusting speed for traffic conditions, recognizing and complying with all traffic

laws, and delivering passengers and cargo to the proper destination without the need for

47

operator intervention. Alas, I’ve invented the first car with functional auto-pilot. What a

strong position and unique selling proposition!

However, unless I have fully consider my brand’s points of parity with other products in

the category, I probably will not meet with success.

Consumers might expect that at minimum my automobile have four wheels with rubber,

inflatable tires, be street legal, run on a widely-available fuel source, be able to operate

during both night and day in most weather conditions, seat at least two people

comfortably with luggage, be able to operate on existing roads and highways, and

provide a fair level of personal safely to occupants. If my automobile does not possess

these points of parity with competing brands, then it might be too different and might not

be seen as a viable choice or a strong brand.

The lesson here is that differentiation and singular distinction are necessary for strong

brands, but they do not solely make for a strong brand. Your brand must also measure up

well against the competition on expected criteria so as to neutralize those attributes.

Once you have met the points of parity requirement and then you provide a unique selling

proposition and hold a strong, defensible position, then you have the makings of a very

strong brand.

Brand Equity

Brand Equity is the sum total of all the different values people attach to the brand, or the

holistic value of the brand to its owner as a corporate asset.

Brand equity can include: the monetary value or the amount of additional income

expected from a branded product over and above what might be expected from an

identical, but unbranded product; the intangible value associated with the product that

cannot be accounted for by price or features; and the perceived quality attributed to the

product independent of its physical features.

48

A brand is nearly worthless unless it enjoys some equity in the marketplace. Without

brand equity, you simply have a commodity product.

More things to know about brands

As I mentioned earlier, a brand is more than just a word or symbol used to identify

products and companies.

A brand also stands for the immediate image, emotions, or perceptions people experience

when they think of a company or product. A brand represents all the tangible and

intangible qualities and aspects of a product or service. A brand represents a collection of

feelings and perceptions about quality, image, lifestyle, and status. It is precisely because

brands represent intangible qualities that the term is often hard to define. Intangible

qualities, perceptions, and feelings are often hard to grasp and clearly describe.

Brands create a perception in the mind of the customer that there is no other product or

service on the market that is quite like yours. A brand promises to deliver value upon

which consumers and prospective purchasers can rely to be consistent over long periods

of time.

You already have at least one brand

First of all, you must understand that you already have a brand. Everyone has at least one

brand. Your name and who you are is, in fact, your personal brand. The brand called

"you". The issue then is not whether you have a brand, the issue is how well your brand is

managed.

49

Brand Management

If a brand is not effectively managed then a perception can be created in the mind of your

market that you do not necessarily desire. Branding is all about perception.

Wouldn't it be nice to have people perceive you the way you would like them to perceive

you? That is what branding and brand management are all about.

Brand management recognizes that your market's perceptions may be different from what

you desire while it attempts to shape those perceptions and adjust the branding strategy to

ensure the market's perceptions are exactly what you intend.

So you may now have a better understanding of what a brand is and why awareness about

your brand does not necessarily mean your brand enjoys high brand equity in the

marketplace. You might even understand that brand management is all about shaping and

managing perceptions. You may still be asking yourself, however, why you should care

about branding in the first place.

The benefits of a strong brand

Here are just a few benefits you will enjoy when you create a strong brand:

A strong brand influences the buying decision and shapes the ownership

experience.

Branding creates trust and an emotional attachment to your product or company.

This attachment then causes your market to make decisions based, at least in part,

upon emotion-- not necessarily just for logical or intellectual reasons.

A strong brand can command a premium price and maximize the number of units

that can be sold at that premium.

Branding helps make purchasing decisions easier. In this way, branding delivers a

very important benefit. In a commodity market where features and benefits are

virtually indistinguishable, a strong brand will help your customers trust you and

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create a set of expectations about your products without even knowing the

specifics of product features.

Branding will help you "fence off" your customers from the competition and

protect your market share while building mind share. Once you have mind share,

you customers will automatically think of you first when they think of your

product category.

A strong brand can make actual product features virtually insignificant. A solid

branding strategy communicates a strong, consistent message about the value of

your company. A strong brand helps you sell value and the intangibles that

surround your products.

A strong brand signals that you want to build customer loyalty, not just sell

product. A strong branding campaign will also signal that you are serious about

marketing and that you intend to be around for a while. A brand impresses your

firm's identity upon potential customers, not necessarily to capture an immediate

sale but rather to build a lasting impression of you and your products.

Branding builds name recognition for your company or product.

A brand will help you articulate your company's values and explain why you are

competing in your market.

Brand awareness

Brand awareness is a marketing concept that measures consumers' knowledge of a

brand's existence. At the aggregate (brand) level, it refers to the proportion of consumers

who know of the brand.

Measurement driven conceptualization

Brand awareness means the extent to which a brand associated with a particular product

is documented by potential and existing customers either positively or negatively.

Creation of brand awareness is the primary goal of advertising at the beginning of any

product's life cycle in target markets. In fact, brand awareness has influence on buying

51

behaviour of a buyer. All of these calculations are, at best, approximations. A more

complete understanding of the brand can occur if multiple measures are used.

A brand equity is the positive effect of the brand on the difference between the prices that

the consumer accepts to pay when the brand known compared to the value of the benefit

received.

There are two schools of thought regarding the existence of negative brand equity. One

perspective states brand equity cannot be negative, hypothesizing only positive brand

equity is created by marketing activities such as advertising, PR, and promotion. A

second perspective is that negative equity can exist, due to catastrophic events to the

brand, such as a wide product recall or continued negative press attention (Blackwater or

Halliburton, for example).

Colloquially, the term "negative brand equity" may be used to describe a product or

service where a brand has a negligible effect on a product level when compared to a no-

name or private label product. The brand-related negative intangible assets are called

“brand liability”, compared with “brand equity”

Family branding vs. individual branding strategies

The greater a company's brand equity, the greater the probability that the company will

use a family branding strategy rather than an individual branding strategy. This is because

family branding allows them to leverage the equity accumulated in the core brand.

Aspects of brand equity includes: brand loyalty, awareness, association, and perception of

quality.

Brand awareness can be measured by showing a consumer the brand and asking whether

or not they knew of it beforehand. However, in common market research practice a

variety of recognition and recall measures of brand awareness are employed all of which

test the brand name's association to a product category cue, this came about because most

market research in the 20th Century was conducted by post or telephone, actually

showing the brand to consumers usually required more expensive face-to-face interviews

52

(until web-based interviews became possible). This has led many textbooks to

conceptualise brand awareness simply as its measures, that is, knowledge that the brand

is a member of a particular product category, e.g. soft-drinks. Examples of such measures

include:

Brand recognition - Either the brand name or both the brand name and category

name are presented to respondents.

Brand recall - the product category name is given to respondents who are asked to

recall as many brands as possible that are members of the category.

Top of mind awareness - as above, but only the first brand recalled is recorded

(also known as spontaneous brand recall).

Research on metrics

There has been discussion in industry and practice about the meaning and value of

various brand awareness metrics. Recently, an empirical study appeared to put this debate

to rest by suggesting that all awareness metrics were systematically related, simply

reflecting their difficulty, in the same way that certain questions are more difficult in

academic exams.

Brand recall

Brand Recall is the extent to which a brand name is recalled as a member of a brand,

product or service class, as distinct from brand recognition.

Common market research usage is that pure brand recall requires "unaided recall". For

example a respondent may be asked to recall the names of any cars he may know, or any

whisky brands he may know.

Some researchers divide recall into both "unaided" and "aided" recall. "Aided recall"

measures the extent to which a brand name is remembered when the actual brand name is

prompted. An example of such a question is "Do you know of the "Honda" brand?"

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In terms of brand exposure, companies want to look for high levels of unaided recall in

relation to their competitors. The first recalled brand name (often called "top of mind")

has a distinct competitive advantage in brand space, as it has the first chance of

evaluation for purchase.

Brand Recognition

Brand Recognition is the extent to which a brand is recognized for stated brand attributes

or communications

In some cases brand recognition is defined as aided recall - and as a subset of brand

recall. In the case, brand recognition is the extent to which a brand name is recognized

when prompted with the actual name.

A broader view of brand recognition is the extent to which a brand is recognized within a

product class for certain attributes. Logo and tagline testing can be seen as a form of

brand recognition testing. For example, if a product name can be associated with a certain

tagline, logo or attribute (safety and Volvo; "Just do it" - Nike) a certain level of brand

recognition is present.

Stability of responses

While brand awareness scores tend to be quite stable at aggregate (level) level, individual

consumers show considerable propensity to change their responses to recall based brand

awareness measures. For top of mind recall measures, consumers give the same answer in

two interviews typically only 50% the time. Similar low levels of consistency in response

have been recorded for other cues to elicit brand name responses

Brands are intangible and conditional assets that are dependent on tangible assets to

deliver the full value of their benefits. Of course partial value may be realized without

54

material assets through licensing. Brand Equity on the other hand, as defined by

Marketing Science, is ‘the set of associations and behavior on the part of a brand’s

customers, channel members and parent corporation that permits the brand to earn greater

volume or greater margins than it could without the brand name'.

Broadly speaking, Brand Equity is the intrinsic value customers attribute to a brand,

beyond its fair market value. This metric can be calculated in several ways, especially

between the disciplines of Marketing and Finance. In Finance, this metric is an intangible

portion of Firm value that is typically valued during times of acquisitions/divestitures.

For publicly traded firms, financial Brand Equity can be measured as the difference

between Market Value of the firm (total outstanding share multiplied by share price).  On

the other hand Marketing Brand Equity is measured as a weighted function of several

constructs: 

Brand Awareness: Brand Awareness can be measured by customer ability to recall brand

related features or advertising, either aided or unaided. 

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Brand Resilience: This is the Brand’s ability to resist new competitors in the category by

defending market share against market entrants.

Brand Premium: Brand Premium is the extent to which customers will pay a premium for

your product when compared to similar competing products. This can be negative if the

product needs to be offered at a discount to competitors to induce purchase. 

Brand Leverage: One dimension of Brand Equity is the trust customers put in the Brand

by their willingness to try new products or line extensions under the brand name.

Extensive usage of Brand Leverage could result in Brand Dilution, especially if the new

products or line extensions fall below customer expectations.

Market Leverage: Market leverage of a brand is its ability to gain market access via

distribution channels. 

Brand Equity can be considered as a weighted average of each of these metrics. Weights

for each Brand Equity can be derived from expert judgment or by quantitative methods,

for example by regressing long-term market-share time-series (approximated by moving

average estimates) against time-series of each of these metrics collected from a

sufficiently large and random sample of respondents.

 

Brand Valuation Brand value is as important an aspect of a firm's value as the value of

it's tangible assets and cash-flows. Brand value has several different dimensions and

components. Brand Assets are indirect drivers of brand value because they help maintain

the brand's competitive position, premium and consumer perception, which in turn help

the brand drive excess cash-flow over and above what the tangible assets and services of

the firm would be expected to generate.

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Consumer-based Brand Valuation Models These models rely on consumer perception

to assess quantify different attitudes and behavior that ultimately result in financial

benefit to the brand. These methods do not necessarily quantify the financial impact of

the brand's equity. Another potential drawback is that these methods on survey data to

quantify consumer perceptions and there may be a gap between stated vs. actual attitudes.

Financial Brand Valuation Models Financial valuation models include cost-based

approaches that basically assumes that the value of the brand is the summation of all

investments in the brand including R&D, Marketing and Advertising. The disadvantage

is obvious, valuation will be biased by management quality and effectiveness behind

these investments. This can definitely provide a number to the shareholders when

considering if an offer covers their costs or not.

Another approach is Comparable Valuation- by creating a set of brands most similar to

the brand being valued, for which estimates of brand values are known (through M&A, or

disclosed values). Again not the most accurate approach, since every brand by definition

has unique characteristics that differentiates it from other brands making comparison very

difficult. However this approach can definitely provide another data point for

triangulation.

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Price premium that consumers pay for the brand's products vs. Generic or Private Label

products- problem is it is always difficult to say what is really generic. One advantage is

that it is closer to market perception of the brand though.

A more complicated financial approach is the Economic Use model that that values the

brand as the net present value (NPV) of all future cash-flows/earnings generated by the

brand in it's specified use. This is also an approach that ties the value of the brand to

financial realities, but may underestimate value of growing brands and overestimate

values of maturing brands.

All in all the best approach is to use all of the above and take a weighted average

approach.

The most important assets of any business are intangible — including its base of loyal

customers, brands, symbols & slogans — and the brand’s underlying image, personality,

identity, attitudes, familiarity, associations and name awareness. These assets — along

with patents, trademarks, and channel relationships — comprise brand equity, and are a

primary source of competitive advantage and future earnings.

The brand is a distinguishing name and/or symbol (logo, trademark, or package design)

intended to identify the origin of the goods or services — and to differentiate those goods

or services from those of competitors. A brand signals to the customer the source of the

product — and protects both the customer and producer from competitors who would

attempt to provide products that appear to be identical.

By developing strong & consistent images, well-regarded brands generate hidden assets

— or brand equity — that give them distinct advantages. Brand equity is a form of wealth

that is closely related to what accountants call "goodwill."

A brand is a promise made to its customers and shareholders. Promises that are kept yield

loyal customers and produce steady streams of profits. Brand equity is initially built by

laying a foundation of brand awareness — eventually forming positive brand images —

and is ultimately maximized by high levels of brand loyalty:

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At least five general approaches to assessing the value of brand equity

have been proposed.

Price premium that the name can support

Impact of the name on customer preferences

Replacement value of the brand

Stock market valuation (stock value less tangible assets)

Earning power of the brand

   

Brand equity has been also defined as:

The component of overall preference not explained by

objectively measured attributes; and

The set of consumer associations & behaviors that permits the

brand to earn greater volume or margins than it could without

the brand name.

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7 Ways to Build Brand Awareness

To some, branding might not feel like a tangible aspect of running a business. It can’t be

seen like a product on the shelf, or counted like a cash drawer at the end of the night. But,

branding is the reason people pay three times more for a product at one store over

another.

Good branding is the product of a clear vision, and nobody knows more about vision than

small business owners. But, with limited resources, creating a brand identity can be

tricky. Fortunately, building brand awareness on the Internet doesn’t need to take a lot of

money or resources.

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Here are seven strategies to build your business brand:

Define the vision. Before moving ahead with the web site, create a brand positioning

statement. “This isn’t just, ‘What kind of web site do we want to be?’ This is ‘Who are

we?’” says Harley Manning, vice president at Forrester Research in Cambridge, Mass., a

technology and market research firm that advises on the effects technology has on

consumers and businesses. Good brand statements typically include the company’s

mission, vision and values. “It’s succinct. It’s typically something that will fit on a page

easily,” he says.

Build a brand worth believing in. “Do you so believe in what you’re creating that you

would trademark it?” says Andrea Fitch, president and CEO of RedCarpet Creations,

Inc., and national president of the Society for Marketing Professional Services, both

based out of Alexandria, Va. Really consider what kind of brand could represent the

business through the next decade. “Don’t have a logo that in five years you’re going to be

tired of and discard for another,” she says.

Remember, the web site is the brand. “A web site is not just a communication

medium,” Manning says. “It is actually a channel that must deliver on the promise.”

Essentially, a web site should embody the promise that it makes to customers. If, for

instance, a business claims to be innovative, the web site should look fresh and modern.

Create a cohesive experience between all mediums. Before she launched her

company’s new web site, Fitch made sure it would be an event that her potential clients

would never forget. RedCarpet Creations mailed 4,000 silver tubes containing scrolls that

looked like rolled-up carpet. Inside the scrolls was an announcement about the web site’s

launch. Once online, the web site was an extension of the invitations because it followed

through on the themes of red carpet imagery and references to visitors being treated like a

VIP. Customers should easily be able to recognize the company’s brand, whether it is

print, online or some other form of media, Manning says.

Don’t sacrifice creativity. Once the brand’s guidelines are established, creative choices

must bring those attributes to life, Manning says. Don’t let the company’s brand become

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so dominating that there is no room for new thoughts and ideas. Brand should be the

jumping-off point for interesting ideas, not the place where every new idea dead-ends.

Fitch stresses that a sense of fun and whimsy will only enhance the likelihood that people

will take an interest in the web site.

Don’t communicate brand at the expense of delivering. While a web site can be a

significant tool for building brand awareness, clarity and functionality are paramount.

“Just be careful not to let the communication about your brand get in the way of

delivering your message,” Manning says. People should be able to understand how to

navigate the site without knowing a thing about the company’s catch phrases. “You can’t

frustrate and annoy people into liking your brand,” he says.

Listen to the customers: They determine a brand’s true value. Pay attention to

customer feedback about the site because, ultimately, it’s the customers’ opinion that

counts. When it comes to building a brand, a company can incorporate everything from

signature colors to catch phrases, but at the end of the day, it’s the consumer who decides

what a brand is really worth. “It’s not what you say [about] yourself, it’s what others say

of you,” Fitch says.

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CHAPTER-IV

DATA ANALYSIS

AND

INTERPRETATION

63

BRAND AWARENESS ANALYSISHeading font size should be 14. Text and paragaraph font size should be 12

The 100 respondents were asked to scale the performance of various brands

You

1. Do you use Tata services?

Percentage of respondents

100%

0%

Yes

No

Options Number of Respondents

YES 100

No 0

total 100

64

Interpretation:

From above pie chart it can be stated that 100% people using Tata

services for their constructions

2. Which Tata services do you use?

Type of system Number of Respondents

TATA 50

ASHOK LELAND 10

AUDI 12

BMW 13

Others 15

total 100

Interpretation:

From above it can be stated that 50% of people using TATA

10% of people using ASHOK LELAND Motors ,

12% of people using AUDI Motors ,

Percentage of Respondents

50%

10%

12%

13%

15%

TATAASHOK LEILANDAUDIBNWOthers

65

13% of people using, BMW Motors

15% of people using other brands.

3. What are the valuable attributes you normally look while purchasing a

Motors?

Attributes Number of preference of attribute

Quality 25

Price 8

Brand Name 40

tariff 12

Service 10

Performance 5

total 100

Interpretation:

From above pie chart it can be stated that people give

preference 40% to brand name,

25% to quality,

8% to price,

12% to comfort,

Percentage of preference of attribute

25

8

40

12

105

QualityPriceBrand NametariffServicePerformance

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10% to service, and

5% to performance.

4. Are you aware of TATA Motor services?

Options Number of Respondents

YES 70

No 30

Total 100

Percentage of Respondents

70%

30%

YES

No

Interpretation:

From above pie chart it can be stated that 70% people are aware of

TATA Motor services,

30% are not aware system.

67

5. You heard about TATA Motor services through?

source Number of Respondents

Friends 40

Advertisements 24

Tele call 6

Event 20

Consultant 10

total 100

percentage

40

24

6

20

10

Friends

AdvertisementsTele callEvent

Consultant

Interpretation:

From the above we can state that 40% people heard about the

Labcal through friends,

24% through advertisements,

6% through tele call,

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20% through event and

10% through consultant.

6. Why you have chooses TATA Motor services?

Attributes Respondent towards preference

attribute

Features 30

Better service 20

Brand name 40

All the above 10

total 100

Percentage of preference to attribute

30

20

40

10

FeaturesBetter service

Brand nameAll the above

Interpretation:

From above pie chart it can be stated that people give

preference 40% to brand name,

30% to features,

69

20% to better service,

10% to all the above attributes.

7. Services provided by TATA Motor services?

Service provided Number of Respondents

Excellent 60

Very good 20

Good 10

Average 10

Poor 0

Total 100

percentage

6020

10

10 0

Excellent

Very goodGoodAverage

Poor

Interpretation:

From above pie chart it can be stated that the service provided

by Labcal is 60% excellent,

70

20% very good,

10% good and 10% average.

8. When did you getting your order?

Duration Number of Respondents

One day 80

With in a week 20

1week 0

1-2 week 0

Total 100

Interpretation:

From above pie chart it can be stated that the percentage of

people who are getting their orders on that itself is 80%,

With in a week is 20%, &one week is 0%. And 0% of people

getting with in 1-2 week.

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9.. YES, What is your rating factor for CAR which you will give

RATING FACTOR GOOD FAIR BAD

Quality

Price

Longevity

Others (_)

Interpretation:

By the above bar-chart we know that out of 100 respondents 67% have used the Hyundai.

Out of 67% respondents 62% people rated good quality, 4% respondent’s rated fair

quality and remaining 1% respondents rated bad quality.

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62 4 1

46 20 1

55 12 0

Out of 67% respondents 46% respondents rated good price, 20% respondents rated

fair quality and remaining 1% respondents rated bad price.

Out of 67% respondents’ 55%respondents rated good longevity and 12%

respondent’s rated fair longevity.

10. If YES, how do you heard about TATA Products

a) Electronic media b) Print media

c) Sales person d) others ( )

Electronic media Print media Sales person others

17 51 16 11

Interpretation:

By this pie-chart we can analyze that most of response came from news paper promotion

is 54%,

Through electronic media is 18%, sales persons is 17% and rest of them by others, by this

73

we known that paper ads are best than others.

11. What way you think promotion of TATA Products

Should be done

a) Offers b) Advertisement

c) Free Service d) others ( )

Offers Advertisement

And offers

Advertisement Free Service Free service and offers All the

above

8 10 17 42 5 6

74

Interpretation:

By this pie-chart we know that the promotions should be done by free service and

advertisement.

12. Is the appointment system useful to you?

1) Completely 2) Useful 3) Not useful

SL.NO OPTIONS RESPONSE`

1 Completely 25

2 Useful 73

3 Not useful 2

Source: customer survey (primary data)

Appointment system

Interpretation;

Among the 100 customers when a question was raised regarding the usefulness of

service appointment system 25% of the respondent said completely useful, 73% said

useful and 2% said not useful.

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13.Do you get the information from service advisor on the services to be performed?

1) Completely 2) Adequately 3) Partially

SL.NO OPTIONS RESPONSE`

1 Completely 37

2 Adequately 54

3 Partially 9

Source: customer survey (primary data)

Information from service advisor

Interpretation:

From the above analysis we come to conclusion that 37% of the customers are

getting complete information from service advisor and 54% are getting adequately and

9% of the customers are getting partial information regarding the services to be

performed.

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14. Comment on the prices charged at service station?

A) High

B) Medium

C) Reasonable

D) Low

8

38

56

2

0 10 20 30 40 50 60

High

Medium

Reasonable

Low

+

S.No Comment on prices No. of Respondents Percentage

1

2

3

4

High

Medium

Reasonable

Low

8

38

56

2

8

38

56

2

Total No. of Respondents 100 100%

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Interpretation:

It was observed that 8% of the respondents feel that the prices charged at service

station was high and 38% feel it is medium and 56% of the respondents feel that the

prices are reasonable cost and 2% feel that the prices are low.

15. How is the performance of the executives?

E) Excellent

F) Good

G) O.K

H) Poor

S.No Performance of

Executives

No. of Respondents Percentage

1

2

3

4

Excellent

Good

O.K

Poor

8

62

23

7

8

62

23

7

Total No. of Respondents 100 100%

78

8

62

23

7

0 20 40 60 80

Excellent

Good

O.K

Poor

Interpretation:

it is observed that 8% of the respondents feel that performance of executives is

excellent, 62% of the respondents said that performance of the executives is good,

23% the respondents said the performance of the executives is ok and 7% of the

respondents said that performance of the executives is poor.

16. Would you like to change your CAR?

1) Yes 2) No

SL.NO OPTIONS RESPONSE`

1 Yes 98

2 No 2

Source: customer survey (primary data)

Changing CAR

79

Interpretation:

From the above analysis we conclude that 2% of the customers wanted to change

their CAR and 98% of the customers said not regarding the idea to change their choice

from TATA to other’s competitors .

80

CHAPTER-V

FINDINGS

CONCLUSION

SUGGESTIONS

QUESTIONNAIREBIBLIOGRAPHY

FINDINGS

1. it can be stated that 100% of people in survey using teleservices for their

constructions

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2. it can be stated that 50% of people using TATA Motor services,10% of people

using ASHOK LEILAND services.

3. 12% of people using AUDI Motor services, 13% of people BMW Motor services,

15% of people having other brands.

4. it can be stated that people give preference 40% to brand name,25% to

quality,8% to price, , 12% to comfort,10% to service,5% to performance.

5. it can be stated that 70% people are aware of TATA Motor services, 30% are not

aware system.

6. We can state that 40% people heard about the TATA Motor services through

friends, 24% through advertisements.

7. 6% through tele call, 20% through event and 10% through consultant it can be

stated that people give preference 40% to brand name, 30% to features, 20% to

better service, 10% to all the above attributes.

8. It can be stated that the service provided by TATA Motor services is 60%

excellent, 20% very good, 10% good and 10% average.

9. It can be stated that the percentage of people who are getting their order with in a

day is 80%, within a week is 20%, one week is 0%. And 0% of people getting

with in 1-2 week.

CONCLUSION

82

The analysis of the data obtained the market research has led to many

inferences on the Motor services brands. In course of conducting marketing survey

some value and useful information was given by respondent.

Advertising in papers, hoardings and enquire consider to be ineffective avenue for

securing information about TATA Motor services.

.

Users find TATA Motor services as one which provides security for Users and

reliable and feasible. The overall conclusion of the study is the TATA Motor services offering better services which make Users feel happy and comfortable.

SUGGESTIONS

83

The company should maintain their market position and try to increase their

customers.

Enough stock should keep in stockiest place& retailers place

To enable the customers to get in touch with the service personal more easily,

the number of direct phones should be increase or provide the toll free number

to give solutions of constructions.

Periodically, review meetings with the customers in different areas should be

convinced, to have a general consensus regarding problems being faced by

them.

To increase sales of the TATA Motor services, the company should

concentrate on advertisements and try to provide special offers.

If the company reduce the price of the TATA Motor services for who

purchase huge quantities, then sales will be increased dramatically.

QUESTIONNAIRE

Name of Respondent : _____________________________________

84

Designation : ________________________ Age : _______

Address : ______________________________________

______________________________________

Phone No._________________ Email id:___________________________

____________________________________________________________

1. Do you use TATA Motor services? ( )

A.Yes B.No

2. Which brands do you use for your constructions?

TATA BMW

ASHOH LEILAND Other’s(specify)

AUDI

3. What are the value attributes you normally look while purchasing a TATA Motor

services?

(Please rank)

Delivery Quality

Price Brand Image

Comfort Service

Performance Other’s (please specify)

4. Are you aware of TATA Motor services? ( )

A.Yes B.No

5. You heard about TATA Motor services through? ( )

A. Reference B. Add C.Tele call D. Event E.Consultant

85

6. Why you have chooses TATA Motor services? ( )

A. Features B. Better service C. Brand Image D. All the above

7. How many days it takes to deliver your order? ( )

A. with in a day B. with in a week C.1 week D. 1-2 week

9. Service provided by TATA Motor services? ( )

A. Excellent B. Very good C. Good D. Average E.Poor

1. YES, What is your rating factor for CAR which you will give

RATING FACTOR GOOD FAIR BAD

Quality

Price

Longevity

Others (_)

17. If YES, how do you heard about TATA Products

a) Electronic media b) Print media

c) Sales person d) others ( )

18. What way you think promotion of TATA Products

Should be done

a) Offers b) Advertisement

c) Free Service d) others ( )

19.Is the appointment system useful to you?

1) Completely 2) Useful 3) Not useful

2)

20. Do you get the information from service advisor on the services to be performed?

1) Completely 2) Adequately 3) Partially

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Why are you chosen___________ shop?

Reason: _______________________________________________.

Do you know any person in that shop (YES/NO)

If know please tell me details: _______________________________

________________________________.

Mention your valuable suggestions

_____________________________________________________________

BIBLIOGRAPHY

87

PHILIP KOTLER 2000/e - MARKETING MANAGEMENT

PHILIP KOTLER &

GARY ARMSTRONG - PRINCIPLES OF MARKETING

G.C. BERI - MARKETING RESEARCH

www.google.com

www.tatamotors.com

www.indianbrands.com

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