INTERNATIONAL INSTITUTE

OF PLANNING &
MANAGEMENT
Satbari, New Delhi

Repositioning Strategy of Tata Motors and its

acceptance level in customer

ANKIT BHARDWAJ
PGP-FW-2008/10
INTERNAL GUIDE-PROF.DIPTI SHARMA
EXTERNAL GUIDE-MR. P.MUTHUPANDI
TOPIC REGISTRATION ID No.- DF/08/10-M-396
ALUMNI ID NO. - DF/08/10-M-396

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Abstract
The rapid pace of change and intense competitive pressure in today's
marketplace demand that brands continuously innovate and reinvent themselves
to maintain their relevance and market position. In this context, brand
repositioning and other revitalization strategies have become a business
imperative for battling brand erosion. The appeal of brand repositioning is further
heightened by the rising costs and high risk associated with launching a new
brand.
Repositioning can be required as the market changes and new opportunities
occur. Through repositioning the company can reach customers they not
intended to reach in the first place. If a brand has been established at the market
for some time and wish to change their image they can consider repositioning,
although one of the hardest actions in marketing is to reposition a familiar brand.
The strategic importance of brand repositioning in preserving and enhancing
brand equity, coupled with the mixed results of repositioning attempts,
underscores the need to develop a better understanding of the dynamics of
brand repositioning. Specifically, questions of whether, when and how brands
should be repositioned need to be addressed. Research into brand repositioning
is relevant not only to the development of brand management theory, but also
extends to corporate strategy through an examination of corporate brands.

Research methodology
PRIMARY:
For my survey primary data have been used as a questionnaire to collect the
data.
SECONDARY:
The secondary data has been collected from the following modes:
Magazines
Books
Newspaper
Data through internet sources
The research conducted by me is a descriptive research. This is descriptive in
nature because study is focused on fact investigation in a well-structured from
and is based on primary data.

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RESEARCH PLAN

Type of study: For completing my study I have gone for sample study
because looking at the size of population & the time limitation it was not
convenient for me to cover entire population. Hence, I have gone for
sample study rather than census study.

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Certificate of Originality
This is to certify that the Management Thesis titled Repositioning Strategy of
Tata Motors and its acceptance level in customer submitted during Semester
(VI) of the MBA Program (The Class of 2010) embodies original work done by
me.

Name:

ANKIT BHARDWAJ

TOPIC REGISTRATION ID No. : DF/08/10-M-396

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Completion letter from external guide

This is to certify that the Management Thesis titled Repositioning Strategy of
Tata Motors and its acceptance level in customer submitted by ANKIT
BHARDWAJ during trimester-VI of the PG Program (class 2008-10) of IIPM,
Delhi embodies original work done by him.

External Guide
P.Muthupandi
SANYA MOTORS

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Thesis topic approval letter sent over email

Dear Ankit Bhardwaj,
This is to inform that your thesis proposal on Repostioning Strategies of Tata
Motors, to be conducted under the guidance of Mr. P.Muthupandi is hereby
approved and the topic registration id number is DF/08/10-M-396
Make it a comprehensive thesis by ensuring that all the objectives as stated by
you in your synopsis are met using appropriate research design; a thesis should
aim at adding value to the existing knowledge base.
You are required to correspond with your internal guide Prof. Dipti Sharma at
dipti.sharma@iipm.edu Ph.-0124-3350713 by sending at least four response
sheets (attached along with this mail) at regular intervals before the last date of
thesis submission.
NB:
1) A thesis would be rejected if there is any variation in the topic/title from the one approved and
registered with us.
2) The candidate needs to handwrite at least 1200 to 1500 words on the summary of thesis at the
time of viva.

Regards,
Prof .Sumanta Sharma
Dean (Projects)
IIPM
Sumanta.sharma@iipm.edu
Phone:
+91 0124 3350701 (D)
+91 0124 3350715 (Board)

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Table of Contents
Contents

Page No.

1. Abstract
2. Certificate of Originality
3. Completion letter from external guide
4. Thesis topic approval letter sent over e-mail
5. Thesis synopsis
6. Acknowledgements
7. Literature review
8. Primary findings & analysis
9. Findings
10. Suggestions
11. Conclusions
12. List of figures
13. Bibliography
14. Questionnaire

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THESIS SYNOPSIS
DETAILS OF THE STUDENT
NAME:

ANKIT BHARDWAJ

BATCH:

FW-2008/10

SECTION:

F4

SPECIALIZATION: FINANCE
CONTACT NO:

9718086128

DESIRED AREA:

MARKETING

EMAIL ID:

ankitisworking@yahoo.com

Thesis Title
Repositioning Strategy of Tata Motors and its
acceptance level in customer
Research objectives

To understand the market potentiality for TATA Motors.

To determine the requirements and needs of the potential customers.

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

To analyze the brand repositioning strategies of Tata Motors.

To study consumer awareness and perception about the brand

repositioning strategies of Tata Motors.

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To find out the satisfaction level of people.

Research methodology
PRIMARY:
For my survey primary data have been used as a questionnaire to collect the
data.
SECONDARY:
The secondary data has been collected from the following modes:
Magazines
Books
Newspaper
Data through internet sources
The research conducted by me is a descriptive research. This is descriptive in
nature because study is focused on fact investigation in a well-structured from
and is based on primary data.
RESEARCH PLAN

Type of study: For completing my study I have gone for sample study
because looking at the size of population & the time limitation it was not
convenient for me to cover entire population. Hence, I have gone for
sample study rather than census study.

Justification
I wanted to make a thesis on TATA motors to know the brand value of TATA
among its customers. Also, after the launch of NANO I wanted to know what
were the changes that TATA was able to bring in the society?

Summer Training report

I did my summer training in BENTEX Company from 04/04/2009 to 03/05/2009.
Mainly I did the accounting work in the company. I saw the ledgers, P & L
accounts, balance sheets etc. of the company.

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ACKNOWLEDGEMENTS
Any accomplishment requires the effort of many people and this work is not
different. I am thankful to my faculty supervisor Prof. Dipti Sharma for
supporting me and guiding me throughout the project. This report would not have
been possible without her help. I would also like to express my gratitude towards
Mr.P. Muthupandi, SANYA MOTORS, New Delhi for his cooperation and giving
his valuable time and information for my thesis preparation.
Finally, I am thankful to my family members and my friends who provided me
with all the help I needed.

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Automobile Industry in India

The Automobile industry in India is the seventh largest in the world with an
annual production of over 2.6 million units in 2009. In 2009, India emerged as
Asia's fourth largest exporter of automobiles, behind Japan, South Korea and
Thailand. By 2050, the country is expected to top the world in car volumes with
approximately 611 million vehicles on the nation's roads.
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 Indiaspecific investment by multinational automobile manufacturers. In February 2009,
monthly sales of passenger cars in India exceeded 100,000 units.
Embryonic 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 nationalisation 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 liberalisation in 1991 and the gradual weakening of the
license raj, a number of Indian and multi-national car companies launched
operations. Since then, automotive component and automobile manufacturing
growth has accelerated to meet domestic and export demands.
Key Facts:

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

Entry of more international players

Contributes 5% to the GDP

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Targeted to be of $ 145 Billion by 2016

1.

COMPANY PROFILE
Tata Motors Limited is India's largest automobile company, with consolidated
revenues of Rs. 92,519 crores (USD 20 billion) in 2009-10. 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. The company is the world's fourth largest truck manufacturer, and the
world's second largest bus manufacturer.
The company's 24,000 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 5.9 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) 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 is establishing a new plant at Sanand
(Gujarat). The company's dealership, sales, services and spare parts network
comprises over 3500 touch points; Tata Motors also distributes and markets Fiat
branded cars in India.
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 and
Spain. Among them is Jaguar Land Rover, a business comprising the two iconic
British brands that was acquired in 2008. In 2004, it acquired the Daewoo

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Commercial Vehicles Company, South Korea's second largest truck maker. 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 launched in Thailand in 2008.
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. The
standard version has been priced at Rs.100,000 (excluding VAT and
transportation cost).
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
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.

With the foundation of its rich heritage, Tata Motors today is etching a refulgent
future.
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Milestones
1945: Tata Engineering and Locomotive Co. Ltd. was established to manufacture
locomotives and other engineering products.
1948: Steam road roller introduced in collaboration with Marshall Sons (UK).
1954: Collaboration with Daimler Benz AG, West Germany, for manufacture of
medium commercial vehicles. The first vehicle rolled out within 6 months of the
contract.
1959: Research and Development Centre set up at Jamshedpur.
1961: Exports begin with the first truck being shipped to Ceylon, now Sri Lanka.
1966: Setting up of the Engineering Research Centre at Pune to provide impetus
to automobile Research and Development.
1977: First commercial vehicle manufactured in Pune.
1983: Manufacture of Heavy Commercial Vehicle commences.
1986: Production of first light commercial vehicle, Tata 407, indigenously
designed, followed by Tata 608.
1991:

Launch of the 1st indigenous passenger car Tata Sierra.

TAC 20 crane produced.

One millionth vehicle rolled out.

1994:

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.

1996: Tata Sumo deluxe launched.

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1997:

Tata Sierra Turbo launched.

100,000th Tata Sumo rolled out.

1998:

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

2 millionth vehicle rolled out.

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

2000:

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.

Launch of CNG buses.

Launch of 1109 vehicle - Intermediate commercial vehicle.

2001:

Indica V2 launched - 2nd generation Indica.

100,000th Indica wheeled out.

Launch of CNG Indica.

Launch of the Tata Safari EX

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

Exits joint venture with Daimler Chrysler.

2002:

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.

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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.

2003:

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 CityRover rolled out

135 PS Tata Safari EXi Petrol launched

Tata SFC 407 EX Turbo launched

2004:

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

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Indigo Marina launched

Tata Motors lists on the NYSE

2005:

Tata Motors rolls out the 500,000th Passenger Car from its Car Plant
Facility in Pune
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 vehicle sales in India cross four million mark

Tata Motors unveils new long wheel base premium Indigo & X-over
concept at Auto Expo 2006

Indica V2 Xeta launched

Passenger Vehicle sales in India cross one-million mark

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Tata Motors and Marcopolo, 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:

Construction of Small Car plant at Singur, West Bengal, begins on

January 21
New 2007 Indica V2 range is launched

Tata Motors launches the longwheel base Indigo XL, India's first stretch
limousine

Common rail diesel (DICOR) engine extended to Indigo sedan and estate
range

Tata Motors and Thonburi Automotive Assembly Plant Co. (Thonburi),

announce formation of a joint venture company in Thailand to
manufacture, assemble and market pickup trucks.

Roll out of 100,000th Ace

Tata-Fiat plant at Ranjangaon inaugurated

Launch of a new Upgraded range of its entry level utility vehicle offering,
the Tata Spacio.

CRM-DMS initiative crosses the 1000th location milestone

Launch of Magic, a comfortable, safe, four-wheeler public transportation

mode, developed on the Ace platform

Launch of Winger, Indias only maxi-van

Fiat Group and Tata Motors announce establishment of Joint Venture in

India

Launch of the Sumo Victa Turbo DI, the new upgraded range of its entrylevel utility vehicle, the Sumo Spacio

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Tata Motors launches Indica V2 Turbo with dual airbags and ABS

Launch of new Safari DICOR 2.2 VTT range, powered by a new 2.2 L
Direct Injection Common Rail (DICOR) engine.

Rollout of the one millionth passenger car off the Indica platform.

2008:

Ace plant at Pantnagar (Uttarakhand) begins production.

Indica Vista the new generation Indica, is launched.

Tata Motors' new plant for Nano to come up in Gujarat.

Latest common rail diesel offering- the Indica V2 DICOR, launched.

Indigo CS (Compact Sedan), worlds first sub four-metre sedan, launched.

Launch of the new Sumo -- Sumo Grande, which combines the looks of an
SUV with the comforts of a family car.

Tata Motors unveils its People's Car, Nano, at the ninth Auto Expo.

Xenon, 1-tonne pick-up truck, launched in Thailand.

Tata Motors signs definitive agreement with Ford Motor Company to

purchase Jaguar and Land Rover.

Tata Motors completes acquisition of Jaguar Land Rover.

Tata Motors introduces new Super Milo range of buses.

Tata Motors is Official Vehicle Provider to Youth Baton Relay for The III
Commonwealth Youth Games Pune 2008.

Indica Vista the second generation Indica, is launched.

Tata Motors launches passenger cars and the new pick-up in D.R. Congo.

2009:

Tata Marcopolo Motors, Dharwad plant beings production

Tata Motors launches Nano - The People's Car

Introduction of New world standard truck range

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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 Hispano 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.

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

retirement,
P.M. Telang to become Managing Director India Operations.

Tata Nano draws over 2.03 lakh bookings

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 Indias 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.

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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.

TATA Motors products

Passenger Cars and Utility vehicles

TATA SUMO GRANDE

TATA SAFARI
Indica Vista
Tata Sierra
Tata Estate
Tata Sumo/ Spacio
Tata Indica
Tata Indigo
Tata Indigo Marina
Tata Winger
Tata Nano
Tata Xenon XT
Tata Xover

Concept vehicles

2000 Aria Roadster

2001 Aria Coupe

2002 Tata Indica

2002 Tata Indiva

2004 Tata Indigo Advent

2005 Tata Xover

2006 Tata Cliffrider

2007 Tata Elegante

2009 Tata Prima

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Commercial vehicles

TATA 1616 STARBUS

TATA MARCOPOLO BUSES

Tata Ace

Tata TL/ Telcoline /207 DI Pickup Truck

Tata 407 Ex and Ex2

Tata 709 ExTata 809 Ex and Ex2

Tata 909 Ex and Ex2

Tata 1109 (Intermediate truck)

Tata 1510/1512 (Medium bus)

Tata 1610/1616 (Heavy bus)

Tata 1613/1615 (Medium truck)

Tata 2515/2516 (Medium truck)

Tata Globus (Low Floor Bus)

Tata Marcopolo Bus (Low Floor Bus)

Tata 3015 (Heavy truck)

Tata 3118 (Heavy truck) (8X2)

Tata 3516 (Heavy truck)

Tata 4923 (Ultra-Heavy truck) (6X4)

Tata Novus (Heavy truck designed by Tata Daewoo)

Military vehicles:
Tata LSV (Light Specialist Vehicle)
Tata 2 Stretcher Ambulance

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Tata 407 Troop Carrier, available in hard top, soft top,4x4, and 4x2
versions
Tata LPTA 713 TC (4x4)
Tata LPT 709 E
Tata SD 1015 TC (4x4)
Tata LPTA 1615 TC (4x4)
Tata LPTA 1621 TC (6x6)
Tata LPTA 1615 T

TATA Motors current position

Tata Motors total sales (including exports) of Tata commercial and passenger
vehicles in July 2010 were 67,799 vehicles, a growth of 41% over 48,054
vehicles sold in July 2009. The companys domestic sales of Tata commercial
and passenger vehicles for July 2010 were 63,558 nos., a 39% growth over
45,599 nos. sold in July last year.
Cumulative sales (including exports) for the company for the fiscal are 249,507
nos., a growth of 46% over 171,168 nos. sold last year.
Commercial Vehicles
The companys sales of commercial vehicles in July 2010 in the domestic market
were 35,694 nos., a 26% growth compared to 28,408 vehicles sold in July last
year. LCV sales were 20,438 nos., a growth of 15% over July last year. M&HCV
sales stood at 15,256 nos., a growth of 43% over July last year.
Cumulative sales of commercial vehicles in the domestic market for the fiscal are
132,923 nos., a growth of 32% over last year. Cumulative LCV sales are 75,511
nos., a growth of 20% over last year, while M&HCV sales stood at 57,412 nos., a
growth of 54% over last year.
Passenger Vehicles
The passenger vehicles business reported a total sale and distribution offtake of
30,165 nos. (27,864 Tata + 2,301 Fiat) in the domestic market in July 2010, a
52% increase compared to 19,881 nos. (17,191 Tata + 2,690 Fiat) in July last

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year. Sales of Tata passenger vehicles at 27,864 nos. is the highest ever for the
company and a growth of 62% over July 2009. Sales of the Tata Nano were
9000 nos. The Indica range sales were 8,606 nos., higher by 1% over July last
year. The Indigo range recorded sales of 7,007 nos., a growth of 100% over July
last year. The Sumo/Safari range accounted for sales of 3,251 nos., higher by
22% over July last year.
Jaguar Land Rover sales continued their upward trend since launch in July 2009.

Cumulative sales and distribution offtake of passenger vehicles in the domestic

market for the fiscal are 108,501 nos. (100,100 Tata + 8,401 Fiat), against
70,572 nos. (63,028 Tata + 7,544 Fiat) last year, a growth of 54%.
Cumulative sales of Tata passenger vehicles were 100,100 nos., a 59% increase
compared to 63,028 nos., in July 2009. Cumulative sales of the Nano are 23,779
nos. Cumulative sales of the Indica range are 35,113 nos., lower by 6%.
Cumulative sales of the Indigo family are 28,310 nos., higher by 128%.
Cumulative sales of the Sumo/Safari range are 12,898 nos., higher by 20%.
Exports
The company's sales from exports at 4,241 vehicles in July 2010 registered a
growth of 73% compared to 2,455 vehicles in July last year. The cumulative
sales from exports for the fiscal at 16,484 nos. are higher by 115% over 7,676
nos. in the same period last year.

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TATA PRODUCTS

2.

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Market Potential
De-licensing in 1991 put the Indian automobile industry on a new growth
trajectory, which attracted foreign auto giants to set up their production facilities
in the country to take advantage of various benefits it offers. Large middle class
population, growing earning power and strong technological capability have been
boosting automobile demand for past few years. Despite economic slowdown,
the Indian automobile sector is expected to see high growth in coming years,
especially in passenger cars segment. The passenger vehicle market, which
constitutes around 80% of automobile sales, has immense growth potential as
passenger car stock stood at around 11 per 1,000 people in 2008. Anticipating
the future market potential, the production of passenger vehicle is forecasted to
grow at a CAGR of around 11% from 2009-10 to 2012-13. The recent launch of
Tata Nano has brought about a new revolution in the countrys small car
segment. Seeing the good initial response from consumers, many other players
in the industry are chalking out their plans to launch cars in this segment in the
next few years. Our research foresees a CAGR growth of around 12% in
domestic volume sales of passenger vehicles during the forecast period. Other
segments, such as two-wheelers, multi-purpose vehicle and light commercial
vehicle, are also expected to witness fast growth in coming years.
In the financial year 2010, Automobile Industry of India is expected to witness a
10 to 12% of massive growth in its vehicles sales. As per a research conducted
by Indian Auto Sector Outlook, rivalry in the nation's Automobile sector is
anticipated to grow due to escalating influx of international original equipment
manufacturers (OEM).
According to the National Council for Applied Economic Research, or NCAER,
rural India accounts for 70% of Indias population, 56% of the national income,
64% of the total expenditure and one-third of the total savings. So, the difficulties
faced in cracking these markets pale before the huge potential they offer a
company. Of the total sales (of consumer goods), around 55% come from rural
India, and going ahead, the contribution is likely to grow. NCAER data suggests
that in real terms, at 1999 prices, the size of the rural economy will be about
Rs16 trillion in 2012-13 compared with Rs12 trillion in 2007-08. The share of nonfarm income will be about two-thirds of the rural economy by 2012-13.

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Noticing this huge potential Tata motors now plans to tap the rural market, 60 per
cent of which runs on cash. Tata motors ltd. is working on strategies to make
inroads into these markets.

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Porter's 5 Forces Model of the NANO car

There is continuing interest in the study of the forces that impact on an
organisation, particularly those that can be harnessed to provide competitive
advantage. The ideas and models which emerged during the period from 1979 to
the mid-1980s were based on the idea that competitive advantage came from the
ability to earn a return on investment that was better than the average for the
industry sector. As Porter's 5 Forces analysis deals with factors outside an
industry that influence the nature of competition within it, the forces inside the
industry (microenvironment) that influence the way in which firms compete, and
so the industrys likely profitability is conducted in Porters five forces model.

3.

BARRIERS TO ENTRY
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Time and cost of entry Time is most essential thing while launching a product
in any market. The launch of the NANO is quite viable as the demand of the
small car is on the rise in the market. By the cost of the entry we mean the initial
capital required to set up a new firm is very high, it makes the chances of the
chances of new entrants are very less.
Knowledge and Technology - Ideas and Knowledge that provides competitive
advantage over others when patented, preventing others from using it and thus
creates barrier to entry. The TATA motors have great knowledge/ experience in
the automobile industry and has renowned technological advantage because of
the recent acquisition and mergers.
Product Differentiation and Cost Advantage The new product has to be
different and attractive to be accepted by the customers. Attractiveness can be
measured in the terms of the features, price etc. At this level the price of the
NANO car was one thing that is attracting customers. And above all this the
image, trust the name TATA carries with it.
Government Policy and Expected Retaliation - Although government's job is
to preserve free competitive market, it restricts competition through regulations
and restrictions. The government tried to promote the TATA Motors to start a
plant by providing land and tax rebates. But the unexpected retaliation by the
local people surface in the setting up of the plant which cost the company a lot.
Access to Distribution Channels When a new product a launched a well
developed distribution is must for its success. The TATA motors had an
advantage of well established distribution channel across the world.
BUYERS
Switching Costs - If switching to another product is simple and cheap the
customers does not think much before doing it. In case of NANO car the
switching cost from bike to car is too high. Thus increasing the demand of the car
many fold.
Number of customers/ Volume of sales - If there are few buyers then they are
able to dictate the terms. They pull down the cost by Bargaining. The bargaining
power of buyer is high as there is lot of choice available to the buyer and the
service does not vary from one manufacturer to the other. They force the
manufactures to improve the quality. All this can be clearly seen in the case of
NANO car the price tag at which it has been offered or the quality of the NANO
car no compromises have been done at any front.
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Brand Image - The brand image of the TATA and the segment in which the
NANO has been the most attractive thing in the entire package.
SUPPLIERS
Number and Size of Suppliers A company to manufacture its products
requires raw material, labor etc. If there are few suppliers providing material
essential to make a product then they can set the price high to capture more
profit. Powerful suppliers can squeeze industry profitability to great extend. In
case of NANO the supplier are limited and the size of the suppliers are big
enough to bring about the controlling power in the price of the car. The NANO car
has more than 128 suppliers in all and the major portion of the building cost of
the car is the parts supplied by the suppliers.
Unique Service / Product - Suppliers products have few substitutes. Supplier
industry is dominated by a few firms. The some parts of the NANO car are obtain
from the supplier who them are big enough and limited substitutes are available
against them. So the entire production line depends upon them only.
Ability to substitute - Suppliers products have high switching costs. In many case
even when substitute are available its not that easy to opt for substitute as the
next product in the assembly line depends upon it. If the change in the any part is
brought about the long list of depended parts also have to be changed, which in
most cases is not feasible to do.
SUBSTITUTES
Price band - The threat that consumer will switch to a substitute product if there
has been an increase in price of the product or there has been a decrease in
price of the substitute product. If the price of the NANO car will increase the main
expected customers i.e. the one switching from bike to car will not move to car
and will remain in the bike only. Thus the price is kept checked in this manner.
Substitutes performance - The performance of the substitute sector will also
play a important role in the success of the NANO car. If the price of the Bike
segments increases or the price band of the small segment fall, it will have effect
on the quantity required in the market. Its just on the price but also the features
and the other services associated or it may be the status symbol story. The
success of the electric car segment with player like REVA can also affect the
demand of the NANO.

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Buyers willingness Products with improving price/performance tradeoffs

relative to present industry products. It will determine the willingness of the buyer
to but the NANO car. The willingness of the customers to go forward try the new
product in the market i.e. NANO. They might be willing to go for the test
products like Maruti 800, Santro etc.
COMPETITIVE RIVALRY
Number and Diversity of Competitor - This describes the competition between
the existing firms in an industry. The current scenario, the small car market in
India is very competitive with players like Maruti Suzuki, Tata Motors, and
Hyundai etc. which was pretty much dominated by Maruti. But with launch of
Nano the 1 lakh car the whole momentum of the market has shifted. Now to be
competitive in market other companies have to either slash rates of their existing
model or have to go back to the drawing board and build again.
Price Competition - Advertising battles may increase total industry demand, but
may be costly to smaller competitors. Products with similar function limit the
prices firms can charge. Price competition often leaves the entire industry worse
off. NANO is the only player so it has the price freedom but as the Maruti and
Honda are also planning to launch the car in the same segment the price
competition will start.
Exit Barriers Even if the product fails in the market its not that easy for the
company to exit the market just like that because of the heavy investment it has
made in the initial stage. If the NANO fails or falls flat the TATA motors will not be
in a state to slow done the product even when NANO production line can be
used by the other products after few modification as for NANO only the new
product line were setup and huge cost were incurred.
Product Quality - Increasing consumer warranties or service is very common
these days. To maintain low cost, companies consistently has to make
manufacturing improvements to keep the business competitive. This requires
additional capital expenditure which tends to eat up company's earning. On the
other hand if no one else can provide products/ services the way you do you
have a monopoly. NANO enjoys the monopoly are there are no competitors in
this segment.

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SWOT ANALYSIS
STRENGTH:
Strong Presence in the Marketplace:-Tata Motors is the only company in
India with a broad based presence across the industry, in all segments of
the commercial vehicles market heavy and medium commercial
vehicles, light commercial vehicles, pick-ups, sub one-tonne mini-trucks and key segments - compact, midsize car and utility vehicle segments - of
the passenger vehicles market.

Unique Understanding of Customer Need: - With 50 years presence in the

automotive business, Tata Motors understands customer needs and
develops products that meet their Needs. To consider a few examples, as
early as 1980s, the company launched Light Commercial Vehicles, amidst
Japanese competition, in which it today strongly leads. In the 1990s,
Anticipating the need for an affordable family car, it launched the now
famous Tata Indica, which occupies a leading position among compact
cars.

Skill Base Developed over the Last 40 Years:-Tata Motors is also very
well-placed on technology capability. The company had set up its
Engineering Research Centre as early as 1966.With 1400 scientists and
engineers and state-of-the-art development, testing and validation
facilities, it is this technology capability which has, allowed Tata Motors,
over the decades, to offer indigenously developed products. This strength
has been accentuated, with the inclusion of TMETC, TDCV and Hispano
Carrocera in the R&D network, besides several other specialist external
agencies. The company no longer needs to develop every necessity itself.
Today it just has to manage the process of product creation, drawing upon
already available R&D and skills from different sources.

People Strength: - The Companys key strength is its people. The over
22,000 employees comprise a very broad talent base, with the required
skills in every aspect of the industry. With increasing international
initiatives by the company, this talent base is now getting enriched with the
necessary competencies to respond to meet world-class standards of
quality and cost. The company will achieve this by developing and
marketing relevant products, on its existing platforms and new ones, which
delight consumers in every market they are introduced in.

Tata Motors linkages in Europe through Subsidiary Companies: - In

October 2005, Tata Technologies Ltd, a 100 per cent subsidiary of Tata
Motors, acquired a 94.3 per cent stake in INCAT International Limited.

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INCAT is a supplier of engineering & design, product lifecycle

management and product-centric IT services to the automotive, aerospace
and durable goods industries.

Tata Motors R&D in Europe: - Deepening its engagement with the

European R&D space, in September 2005, Tata Motors set up the Tata
Motors European Technical Centre, a 100 per cent subsidiary, in the UK.
It is engaged in design engineering and development of products for the
automotive industry. Working synergistically, TMETC provides the
company with design engineering support and development services,
complementing and strengthening the companys skill sets and providing
European standards of delivery to the companys passenger vehicles.

The internationalization strategy so far has been to keep local managers

in new acquisitions, and to only transplant a couple of senior managers
from India into the new market. The benefit is that Tata has been able to
exchange expertise. For example after the Daewoo acquisition the Indian
company leaned work discipline and how to get the final product 'right first
time.'

WEAKNESS:
The current financial situation of its recently acquired firms like Corus
and Land Rover-Jaguar is very big headache for the company and it
should be back to the track in the near future.

The high ratio of debt equity ratio is also weakness of the company.

The small car segment is still not good for the company due to marutisuzuki so, it need to tap this section also.

The CV segment is becoming highly competitive by new player like

Volvo,and rival M &M are coming with new products to cater the TATA in
the market as the rural area has given thumps up to M&M during this year.

The company's passenger car products are based upon 3rd and 4th
generation platforms, which put Tata Motors Limited at a disadvantage
with competing car manufacturers.

Despite buying the Jaguar and Land Rover brands (see opportunities
below); Tat has not got a foothold in the luxury car segment in its
domestic, Indian market. Is the brand associated with commercial vehicles
and low-cost passenger cars to the extent that it has isolated itself from
lucrative segments in a more aspiring India?

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One weakness which is often not recognized is that in English the word
'tat' means rubbish. Would the brand sensitive British consumer ever buy
into such a brand? Maybe not, but they would buy into Fiat, Jaguar and
Land Rover.

OPPURTUNITIES:
Indias huge geographic spread-This is one aspect where the company is
looking for and its diversified range of cars suits very much this area of car
or say auto industry in country.

Easier finance schemes- The current fiscal stimulus and easy loan will
surely guide the company to post good sales as the current trend shows
the cars sales has been boosted by easy loan norms in the country.

Replacement of aging four wheelers-One of very important reason where

the car industry and commercial vehicle can take advantage in coming
days.

Increasing Road Development, Golden Quadrilateral-as we all know the

infrastructure will surely boost the auto industry as it is directly related to
the this industry and the government policy in spending the money ion
infrastructure will create good demand.

Increasing dispensable income of rural agri sector-Somehow this year the

rural demand was very enthusiastic than the urban market which drive the
auto industry so, the development of rural infrastructure and condition will
create handsome demand from the rural area.

Higher GDP growth-With standing tall during the slowdown our economy
has shown the industry that demands will gain momentum in near future
very soon.

Increasing disposable income with the service sector-As the consumers

have money in their hand definitely there will be demand from their side
so, this is also very good opportunity for this sector.

Graduating from Two wheeler to four wheeler-The dream of NANO will

boost demand for four wheeler in the auto industry.

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THREATS:
Indian is lacking in proper infrastructure this is slowing the pace of growth
of auto industry

Global crisis- this really hurts the Indian growing industry and not only the
auto but tyre industry went for toss.

High competition from foreign players-As the giants like GM, Audi, MERC
etc are trying to capture the high segment market it is one of the very
effective threat to the company.

Other competing car manufacturers have been in the passenger car

business for 40, 50 or more years. Therefore Tata Motors Limited has to
catch up in terms of quality and lean production.

Sustainability and environmentalism could mean extra costs for this lowcost producer. This could impact its underpinning competitive advantage.
Obviously, as Tata globalizes and buys into other brands this problem
could be alleviated.

Since the company has focused upon the commercial and small vehicle
segments, it has left itself open to competition from overseas companies
for the emerging Indian luxury segments. For example ICICI bank and
DaimlerChrysler have invested in a new Pune based plant which will build
5000 new Mercedes-Benz per annum. Other players developing luxury
cars targeted at the Indian market include Ford, Honda and Toyota. In fact
the entire Indian market has become a target for other global competitors
including Mahindra and Mahindra, Maruti Udyog, General Motors, Ford
and others.

Rising prices in the global economy could pose a threat to Tata Motors
Limited on a couple of fronts. The price of steel and aluminium is
increasing putting pressure on the costs of production. Many of Tata's
products run on Diesel fuel which is becoming expensive globally and
within its traditional home market.

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Marketing strategies of TATA Motors

Product, Branding, and Advertising
Every business started from 0, from no one knows it until everyone know it.
Advertising is one of the most common ways to make car buyer or car enthusiast
aware of the new car with special promotion price. Another more important way
of advertising is to create an image or brand image. Over the years Tata Motors
have been successful in creating their brand image especially they use some
famous stars as their spokesman.
Tata Motors is gearing up to launch a new multi-media ad campaign to announce
the new variant of Tata Safari, the petrol version. On Tata Motors new marketing
strategy, says Ogilvy & Mather India clients service director Sharmila Malekar:
To announce the launch of Tata Safari (petrol variant), we will be launching a
multi-media ad campaign within a month. The new campaign will include, press
ads, TVCs and radio advertising. There will be a new adline too.
At present, the baseline for Tata Safari is Make Your Own Roads. In addition to
mass media advertising, the agency will continue to focus on its CRM initiatives
such as the Tata Safari Explorer Club to promote the new avatar of Tata Safari.
Other important marketing strategies are such as the packaging, innovations,
and quality control. Tata Motors provide many innovative features to attract car
lover. One of these innovations is the Tata Safari 4X4 Dicor that has Reverse
Guide System. A weather-proof camera is fixed to the rear car to help the driver
while reversing the car.
Pricing Strategy
There are various factors to determine a price of a car. These factors are such as
market condition (it cant be too low or too high with the prices of same vehicle
from competitors, it has to be at par), cost incurred to build a car, profit by
company, dealer profit.
Giving discount every month and special promotion for certain type of vehicle
also one of the strong strategy use by Tata Motors. Discount can be made from
Companys profit or from dealers profit at certain range.

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Place
Place of dealership does play an important role. The channel of distribution,
physical location, and dealership method of distribution and sales is generally
adopted. The distribution of vehicle must be in a very systematic way, from the
plant to dealership and to end user. This is not only in India itself but also to the
world-wide dealership.
Maintenance and Support
After sales service is also another important marketing strategy for most of the
car buyer to choose for the right car. End user will not want to spend a lot of time
to travel to a far place just to service the car such as change engine oil, oil filter
and some simple checking. Parts and accessories must also easy to access
when it is needed to keep the customer satisfy from buying Tata cars until
maintaining the car or even until they sell the car and change to a newer Tata
model.
Launch of Tata Nano
TATA unveiled its long awaited 1 Lakh rupee car (actually a little over 1 lakh after
tax) for the masses and they call it The Peoples Car. Its a sweet looking small
car, just enough to take four people around the city. 1 Lakh rupees roughly
translate to 2500 rupees monthly installment and because of this reason TATA is
expect to sell record breaking numbers and leave Indian roads blocked.
TATA Nano is a definite threat to Maruti 800. TATA stated that the initial
production of this car will be of 250,000 a year. After about four years of hard
efforts TATA Nano (1 lakh rupee car) was on road now.
The introduction of the Nano received media attention due to its targeted low
price. The car is expected to boost the Indian economy, create entrepreneurialopportunities across India, as well as expand the Indian car market by 65%. The
car was envisioned by Ratan Tata, Chairman of the Tata Group and Tata Motors,
who has described it as an eco-friendly "people's car". Nano has been greatly
appreciated by many sources and the media for its low-cost and eco-friendly
initiatives which include using compressed-air as fuel and an electric-version (ENano). Tata Group is expected to mass manufacture the Nano, particularly the
electric-version, and, besides selling them in India, to also export them
worldwide.

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COST CUTTING FEATURES

The Nano's trunk does not open. Instead, the rear seats can be folded
down to access the trunk space.
It has a single windscreen wiper instead of the usual pair.
It has no power steering.
Its door opening lever was simplified.
It has three nuts on the wheels instead of the customary four.
It only has one side view mirror.

PRICE
Tata initially targeted the vehicle as "the least expensive production car in the
world" aiming for a starting price of 100,000 rupees or approximately, despite
rapidly rising material prices at the time.
As of August 2009, material costs had risen from 19% to 29% over the cars
development, and Tata faced the choice of:
Introducing the car with an artificially low price through government subsidies
and tax breaks forgoing profit on the car
Using vertical-integration to artificially boost profits on cars at the expense of
their materials industries
Partially using inexpensive polymers or biodegradable plastics instead of a full
metal body raising the price of the car.
Some marketing strategies especially for TATA NANO
1. To make the car more easily accessible to people, the Tata Motors team
will sell the Nano not just through Tata car dealerships across the country,
but also through conventional retail outlets like Westside and Croma.
Westside is a lifestyle retail brand and Croma is an electronic megastore.
Both are owned by the Tata group. Westside and Croma outlets will
display the Nano and also take bookings. Also available will be a whole
range of Nano merchandise like baseball caps, T-shirts and key chains,
among others.
2. Carrying forward its vendor partnership production strategy, Tata Motors
will share promotion of the Nano brand with its multiple PSU bank
partners. These PSU financiers will promote the Nano brand during
booking jointly with Tata Motors and on their own.

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Primary findings and analysis

RESEARCH METHODOLOGY
The purpose of methodology is to describe the process involved in research
work. This includes the overall research design, data collection method, the field
survey and the analysis of data.
SOURCE OF DATA COLLECTION:
PRIMARY:
For my survey primary data have been used as a questionnaire to collect the
data.
SECONDARY:
The secondary data has been collected from the following modes:

Magazines

Books

Newspaper

Data through internet sources

RESEARCH DESIGN:
Research Design is the arrangement for conditioned for data collection &
analysis of data in a manner that aims to combined relevance to research
purpose with economy in procedure.
A research design is a master plan or model for the conduct of formal
investigation. It is blue print that is followed in completing study.
The research conducted by me is a descriptive research. This is descriptive in
nature because study is focused on fact investigation in a well-structured from
and is based on primary data.

RESEARCH PLAN
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Type of study: For completing my study I have gone for sample study
because looking at the size of population & the time limitation it was not
convenient for me to cover entire population. Hence, I have gone for sample
study rather than census study.
SAMPLING PLAN:
A sample design is a definite plan for obtaining a sample from a given population.
It refers to the technique or the procedure that researcher would adopt in
selecting items to be inched in the sample i.e. the size of sample. Sampling plan
is determined before data are collected.
STEPS IN SAMPLING PLAN:
SAMPLING FRAME:
The list of sampling units from which sample is taken is called sampling frame.
Rourkela City map was studied thoroughly and samples were selected from the
place in a scattered manner to get effective result.
SAMPLING SIZE:
Total sample size is 100
SAMPLING PROCEDURE:
The selection of respondents were accordingly to be in a right place at a right
time and so the sampling were quite easy to measure, evaluate and cooperative. It was a randomly area sampling method that attempts to obtain the
sample of convenient.
ANALYSIS:
The important factors and datas collected were sequentially analyzed and
graphed.
FIELD WORK:
I have collected the data through medium called questionnaire collecting the
responses from 100 people in all.

I started my project very first educating the respondents about my entire project,
and ask them to cooperate with me. Mostly all the respondent were aware of
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this type of surveys. So I didnt face any type of difficulty during my project in the
process of explaining and taking their responses on the questionnaire.

RESULTS AND ANALYSIS

Q.1

How do you rate Tata`s showrooms with respect to the following?

4.

The respondents were asked to rate Tata Motor`s exclusive showrooms on 5

point rating scale Poor, Average, Above Average, Good and Excellent. The
factors related to showrooms that were provided to the respondents for rating are
store ambience, sales personnel, after sales service and display of watches. 70
of the 100 respondents have rated store ambience as Good and 10 each rated
as Above Average and15 as Excellent. This proves that store ambience plays
an important role in consumer perception of service quality.

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With respect to sales personnel, 65 respondents rated them as Good, while 5

each rated as Poor and excellent and 10 as Average, 15 respondents gave
rating of Above Average.

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The respondents were also asked to give overall rating to Tata`s exclusive showrooms.
It was found that out of total 100 respondents, 70 rated as good while the remaining
considered the showrooms to be excellent.
Around 70% of the respondents rated all the variables related to Tata`s exclusive
showrooms as good. This shows that the store ambience, sales personnel, after sales
service and display of cars in the showrooms play a major role in determining the
customer perception about brand.

Q.3

Did you ride some other vehicle before this?

Car customers

More than once

45%

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First time user

55%

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Q.4

What is your experience from the previous vehicle?

Q.5

Which is the most essential thing you prefer while buying vehicle?

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In the survey it was found that People gave highest preference to Mileage (30%)
factor while buying a car and then to Price (25%) of the car. People also consult
with their friends and family members (20%) while buying a car.
Q.6

Does TV ad appeal you?

TV Ad
No
25%

Yes
75%

Q.7

Do you like TV programs on car?

TV Programmes

No
40%
Yes
60%

It was found out that only 60% people watched programmes related to cars like
RAFTAAR on NDTV.
Q.8

Does brand value affect your decision on buying vehicle?

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Brand value effect

No
26%
Yes
74%

Around 74% people believed in the brand value effect while some 26% people
said that they would buy a good car even if it is not a branded one.

Q.9

How long have you been associated with Tata Motors?

Q.10 How would you rate TATA Motors on the following parameter?

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72% people agreed that the sales persons spent enough time with them before
the sales and 28% strongly agreed with this.

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Availability of the product

Strongly agree
12%

Disagree
8%

Strongly Disagree
0%

Agree
80%

80% agreed that the availability of the product was there, 12% strongly agreed
that the availability was there while only 8% said they disagreed with this.

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54% agreed that the discounts offered are attractive, 34% strongly agreed with
this while12% disagreed and said that the discounts offered were not attractive.

65%agreed that the test drive was offered to them, 10% strongly agreed that the
test drive was offered while 25% disagreed with this.

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Q.11 What is brand recall value of TATA motor cars?

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Most of the people i.e.45% recalled Nano, 26$ Indica, 15% Safari,10% Sumo
and only 4% Indigo.
Q.12 What are your reasons for brand preference?

Reasonsfor brand preference

Good quality
26%

Design
42%

Brand image
15%
Price
17%

42% replied they prefer brand due to design while 17% price, 15% brand image
and 26% quality.

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Q.13 On what major advertisement mediums have you noticed TATA motors
advertisements?

Major advertisement media

Radio
4%

Newspapers
32%

TV
41%

Magazines
23%

Q.14 What is your overall opinion about Tata Motors?

Overall opinion about TATA

Very bad
0%

Bad
0%

Good
20%

Neither bad nor

good
0%

Very good
80%

80% said that there overall opinion about TATA was that it is very good while
20% said that it is good.
Q.15 How likely would you recommend Tata Motors?

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90% people said they would very likely recommend TATA to other people and
10% said they would likely recommend TATA to others.

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FINDINGS

Tata Motors is number three in passenger car market after Maruti-Suzuki

& Hyundai.
Majority of the customers see TATA MOTORS with savings.
Most of the customers spend large sum of money.
Out of the samples, people are highly convinced that TATA MOTORS will
yield them better results.
As the sales of Maruti grows as well as Hyundais Santro is still doing well
in mid-size and small size segment so Tata Motors has to sustaining sales
in long run as well as in the current situations.
Product will have a gradual progress. Because most industries would wait
for the response about the product from other Company.
Customers were educated by me, about fuel efficient cars by Tata Motors.
Improving the marketing Strategies.
Analysis the business strategies of competitors.
Making the decision to capture the rural market.
More test drives should be offered.
Should be more particular about Post Sales Follow Up as it shows the
concern of the company with the customer.
Advertisement in mass media such as television, newspapers, and
magazines are best means to spread awareness about brand
repositioning.

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SUGGESTIONS
Based on the findings from the analysis the following suggestions could be
made:

Demo of the product should be made available to Customers, since most

of the purchase decisions are based on it.

Technical details should be made available to the customers in the most

accurate numerical form.

The Indica has remained a bestseller throughout in the industry figuring in

the top 3 selling list of cars for most of the years.

The distribution channel should be more efficient to cater the demand

during peak seasons.

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CONCLUSION
The study was conducted to measure, Repositioning Strategy of Tata Motors
and its acceptance level in customer. The study was conducted on 100
Customers. A questionnaire was designed to understand the Repositioning
Strategy of Tata Motors and its acceptance level in customer in Delhi. Based on
the questionnaire, data was collected and analyzed and it was found that the
customers are willing to buy the Cars. However they are also skeptic about it.
Findings are provided based on customer and market situation. An earnest
attempt has been made to make the study realistic and suggestive, but it is not
claimed that the findings and suggestions in the report are perfect.
The suggestions to improve consumer awareness about brand repositioning
strategy of Tata Motors are as follows:
To increase its visibility so that different segments of the customer will
notice the products of Tata motors in varied ways.
Invest more in R&D as customer expectations are changing rapidly.
Make use of internet to spread awareness among consumers about the
brand.
Brand Appeal and Endorsement
Performance Characteristics
Quality
The two ways firms compete are by either a differentiation strategy or a low cost
strategy. However, as we've seen the route TML has taken involves competing
on both strategies. While the Nano targets the price conscious common man, the
Jaguar Land Rover deal shows us that TML is now targeting brand conscious,
high-end consumers. TML needs to have a similar differentiated strategies
focusing separately on these brands.
TMLs vision is to be best in the manner in which we operate best in the
products we deliver and best in our value systems and ethics. TML has come to
be known as an innovator in the passenger car segment not just in
manufacturing but along multiple areas along the value chain. The Tata Indica
and Tata Nano are prime examples of the companys innovation capabilities and
bear testimony to the strength of the companys R&D efforts. This innovation
fuelled growth coupled with strategic acquisitions is expected to catapult the
company to a preeminent position internationally.

PGP-FW-2008/10

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List of figures
1.
2.
3.
4.

TATA Logo
TATA products
Porters Five forces
Figures used in Primary findings & analysis

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Bibliography
INTERNET

www.tata.com

www.tatamotors.com

http://en.wikipedia.org/wiki/Tata_motors

http://en.wikipedia.org/wiki/Tata_group

http://en.wikipedia.org/wiki/Indian_automobile_industry

http://www.carwale.com/research/cars/tata

http://www.tatamotors.com/our_world/press_releases.php?
ID=458&action=Pull
http://www.tatamotors.com/our_world/press_releases.php?
ID=500&action=Pull
www.scribd.com

www.thehindubusinessline.com

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QUESTIONNAIRE
Q.1

How do you rate Tata`s showrooms with respect to the following?

(1Poor, 2-Average, 3-Above Average, 4-Good, 5-Excellent)
a) Ambience b) Sales personnel c) After sales service d) Display of watches e) Overall showroom

Q.2

Which vehicle do you own?

Q.3

Did you ride some other vehicle before this?

o
o
Q.4

First time user

More than once

What is your experience from the previous vehicle?

o
o

Satisfied
Not satisfied

Q.5

Which is the most essential thing you prefer while buying vehicle?
Price
Mileage
Brand Name
Family & Friends
Others

Q.6

Does TV ad appeal you?

o
o
Q.7

o
o
Q.8

Yes
No
Do you like TV programs on car?
Yes
No
Does brand value affect your decision on buying vehicle?
Yes

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o
Q.9

o
o
o
o
o

No
How long have you been associated with Tata Motors?
1 year
1-3 years
3-5 years
5-10 years
10 years

Q.10 How would you rate TATA Motors on the following parameter?
Strongly Disagree Agree Strongl
disagree
y agree
Knowledgeable
a)
b)

c)
d)

salesperson
Employees
spent enough
time
with you:
before sales
During sales
After sales
Availability
of
the product
Prices
are
affordable

e)

Attractive
discounts
offered

f)

Offered a test
drive

g)

Responds
complaints
quickly

h)

Careful
with
personal
information

i)

All
the
commitments

PGP-FW-2008/10

to

DF/08/10-M-396

are fulfilled

Q.11

What is brand recall value of TATA motor cars?

Nano
Indica
Indigo
Safari
Sumo
Xenon

Q.12

What are your reasons for brand preference?

Design
Price
Brand Image
Good Quality

Q.13 On what major advertisement mediums have you noticed TATA motors
advertisements?
TV
Magazines
Newspapers
Radio
Q.14 What is your overall opinion about Tata Motors?
Very Bad
1

Bad
2

Neither Bad nor Good

3

Good

Very Good
4
5

Q.15 How likely would you recommend Tata Motors?

Very Unlikely
1
2

PGP-FW-2008/10

Very Likely
5

DF/08/10-M-396

Thesis Response sheet

Response sheet number:

Thesis Topic:Repositioning Strategy of Tata Motors and its acceptance level in customer
Date: 10-08-2010

Details of the student ( Name ,Batch ,Alumni Id ,Phone No and Email Id )

ANKIT BHARDWAJ
PGP-FW-2008/10
INTERNAL GUIDE-PROF. DIPTI SHARMA
EXTERNAL GUIDE-MR.P. MUTHUPANDI
TOPIC REGISTRATION ID No.-DF/08/10-M-396
ALUMNI ID NO. - DF/08/10-M-396

15. THESIS SYNOPSIS

DETAILS OF THE STUDENT
NAME:

ANKIT BHARDWAJ

BATCH:

FW-2008/10

SECTION:

F4

SPECIALIZATION:

FINANCE

CONTACT NO:

9718086128

PGP-FW-2008/10

DF/08/10-M-396

DESIRED AREA:

MARKETING

EMAIL ID:

ankitisworking@yahoo.com

Thesis Title
Repositioning Strategy of Tata Motors and its
acceptance level in customer
Research objectives

To understand the market potentiality for TATA Motors.

To determine the requirements and needs of the potential customers.

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

To analyze the brand repositioning strategies of Tata Motors.

To study consumer awareness and perception about the brand repositioning

strategies of Tata Motors.

To find out the satisfaction level of people.

Research methodology
PRIMARY:
For my survey primary data have been used as a questionnaire to collect the data.

SECONDARY:

PGP-FW-2008/10

DF/08/10-M-396

The secondary data has been collected from the following modes:
Magazines
Books
Newspaper
Data through internet sources
The research conducted by me is a descriptive research. This is descriptive in nature
because study is focused on fact investigation in a well-structured from and is based on
primary data.

RESEARCH PLAN

Type of study: For completing my study I have gone for sample study because
looking at the size of population & the time limitation it was not convenient for me
to cover entire population. Hence, I have gone for sample study rather than
census study.

Justification
I wanted to make a thesis on TATA motors to know the brand value of TATA among its
customers. Also, after the launch of NANO I wanted to know what were the changes that
TATA was able to bring in the society?

Summer Training report

I did my summer training in BENTEX Company from 04/04/2009 to 03/05/2009. Mainly I
did the accounting work in the company. I saw the ledgers, P & L accounts, balance
sheets etc. of the company.

PGP-FW-2008/10

DF/08/10-M-396

I will start my thesis with the following points in the literature review:1. Automobile industry in India
2. Company profile
3. Milestones of the company

PGP-FW-2008/10

DF/08/10-M-396

Comments from internal/external guide:

______________________________________________________________________
__

______________________________________________________________________
__

Signature of the external guide:

Signature of the internal guide:

Signature of the Student:

Note: -Whenever a student emails his/her response sheet, he/she has to send all the previous
response sheets too. Response sheets should be emailed to the concerned internal guide.
Signature of the guide is not mandatory if the student sends the response sheets through email.

Note:- Students must always use the thesis title as approved and sent to them by email

PGP-FW-2008/10

DF/08/10-M-396

Thesis Response sheet

Response sheet number:

Thesis Topic:Repositioning Strategy of Tata Motors and its acceptance level in customer
Date: 10-08-2010

Details of the student ( Name ,Batch ,Alumni Id ,Phone No and Email Id )

ANKIT BHARDWAJ
PGP-FW-2008/10
INTERNAL GUIDE-PROF. DIPTI SHARMA
EXTERNAL GUIDE-MR.P. MUTHUPANDI
TOPIC REGISTRATION ID No.-DF/08/10-M-396
ALUMNI ID NO. - DF/08/10-M-396

16. THESIS SYNOPSIS

DETAILS OF THE STUDENT
NAME:

ANKIT BHARDWAJ

BATCH:

FW-2008/10

SECTION:

F4

SPECIALIZATION:

FINANCE

CONTACT NO:

9718086128

PGP-FW-2008/10

DF/08/10-M-396

DESIRED AREA:

MARKETING

EMAIL ID:

ankitisworking@yahoo.com

Thesis Title
Repositioning Strategy of Tata Motors and its
acceptance level in customer
Research objectives

To understand the market potentiality for TATA Motors.

To determine the requirements and needs of the potential customers.

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

To analyze the brand repositioning strategies of Tata Motors.

To study consumer awareness and perception about the brand repositioning

strategies of Tata Motors.

To find out the satisfaction level of people.

Research methodology
PRIMARY:
For my survey primary data have been used as a questionnaire to collect the data.

SECONDARY:

PGP-FW-2008/10

DF/08/10-M-396

The secondary data has been collected from the following modes:
Magazines
Books
Newspaper
Data through internet sources
The research conducted by me is a descriptive research. This is descriptive in nature
because study is focused on fact investigation in a well-structured from and is based on
primary data.

RESEARCH PLAN

Type of study: For completing my study I have gone for sample study because
looking at the size of population & the time limitation it was not convenient for me
to cover entire population. Hence, I have gone for sample study rather than
census study.

Justification
I wanted to make a thesis on TATA motors to know the brand value of TATA among its
customers. Also, after the launch of NANO I wanted to know what were the changes that
TATA was able to bring in the society?

Summer Training report

I did my summer training in BENTEX Company from 04/04/2009 to 03/05/2009. Mainly I
did the accounting work in the company. I saw the ledgers, P & L accounts, balance
sheets etc. of the company.

PGP-FW-2008/10

DF/08/10-M-396

Market Potential
De-licensing in 1991 put the Indian automobile industry on a new growth trajectory,
which attracted foreign auto giants to set up their production facilities in the country to
take advantage of various benefits it offers. Large middle class population, growing
earning power and strong technological capability have been boosting automobile
demand for past few years. Despite economic slowdown, the Indian automobile sector is
expected to see high growth in coming years, especially in passenger cars segment.
The passenger vehicle market, which constitutes around 80% of automobile sales, has
immense growth potential as passenger car stock stood at around 11 per 1,000 people
in 2008. Anticipating the future market potential, the production of passenger vehicle is
forecasted to grow at a CAGR of around 11% from 2009-10 to 2012-13. The recent
launch of Tata Nano has brought about a new revolution in the countrys small car
segment. Seeing the good initial response from consumers, many other players in the
industry are chalking out their plans to launch cars in this segment in the next few years.
Our research foresees a CAGR growth of around 12% in domestic volume sales of
passenger vehicles during the forecast period. Other segments, such as two-wheelers,
multi-purpose vehicle and light commercial vehicle, are also expected to witness fast
growth in coming years.
In the financial year 2010, Automobile Industry of India is expected to witness a 10 to
12% of massive growth in its vehicles sales. As per a research conducted by Indian Auto
Sector Outlook, rivalry in the nation's Automobile sector is anticipated to grow due to
escalating influx of international original equipment manufacturers (OEM).
According to the National Council for Applied Economic Research, or NCAER, rural
India accounts for 70% of Indias population, 56% of the national income, 64% of the
total expenditure and one-third of the total savings. So, the difficulties faced in cracking
these markets pale before the huge potential they offer a company. Of the total sales (of
consumer goods), around 55% come from rural India, and going ahead, the contribution
is likely to grow. NCAER data suggests that in real terms, at 1999 prices, the size of the
rural economy will be about Rs16 trillion in 2012-13 compared with Rs12 trillion in 200708. The share of non-farm income will be about two-thirds of the rural economy by 201213.

Noticing this huge potential Tata motors now plans to tap the rural market, 60 per cent of
which runs on cash. Tata motors ltd. is working on strategies to make inroads into these
markets.

PGP-FW-2008/10

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Porter's 5 Forces Model of the NANO car

There is continuing interest in the study of the forces that impact on an organisation,
particularly those that can be harnessed to provide competitive advantage. The ideas
and models which emerged during the period from 1979 to the mid-1980s were based
on the idea that competitive advantage came from the ability to earn a return on
investment that was better than the average for the industry sector. As Porter's 5 Forces
analysis deals with factors outside an industry that influence the nature of competition
within it, the forces inside the industry (microenvironment) that influence the way in
which firms compete, and so the industrys likely profitability is conducted in Porters five
forces model.

3.

PGP-FW-2008/10

DF/08/10-M-396

Comments from internal/external guide:

______________________________________________________________________
__

______________________________________________________________________
__

Signature of the external guide:

Signature of the internal guide:

Signature of the Student:

Note: -Whenever a student emails his/her response sheet, he/she has to send all the previous
response sheets too. Response sheets should be emailed to the concerned internal guide.
Signature of the guide is not mandatory if the student sends the response sheets through email.

Note:- Students must always use the thesis title as approved and sent to them by email

PGP-FW-2008/10

DF/08/10-M-396

Thesis Response sheet

Response sheet number:

Thesis Topic:Repositioning Strategy of Tata Motors and its acceptance level in customer
Date: 10-08-2010

Details of the student ( Name ,Batch ,Alumni Id ,Phone No and Email Id )

ANKIT BHARDWAJ
PGP-FW-2008/10
INTERNAL GUIDE-PROF. DIPTI SHARMA
EXTERNAL GUIDE-MR.P. MUTHUPANDI
TOPIC REGISTRATION ID No.-DF/08/10-M-396
ALUMNI ID NO. - DF/08/10-M-396

17. THESIS SYNOPSIS

DETAILS OF THE STUDENT
NAME:

ANKIT BHARDWAJ

BATCH:

FW-2008/10

SECTION:

F4

SPECIALIZATION:

FINANCE

CONTACT NO:

9718086128

PGP-FW-2008/10

DF/08/10-M-396

DESIRED AREA:

MARKETING

EMAIL ID:

ankitisworking@yahoo.com

Thesis Title
Repositioning Strategy of Tata Motors and its
acceptance level in customer
Research objectives

To understand the market potentiality for TATA Motors.

To determine the requirements and needs of the potential customers.

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

To analyze the brand repositioning strategies of Tata Motors.

To study consumer awareness and perception about the brand repositioning

strategies of Tata Motors.

To find out the satisfaction level of people.

Research methodology
PRIMARY:
For my survey primary data have been used as a questionnaire to collect the data.

SECONDARY:

PGP-FW-2008/10

DF/08/10-M-396

The secondary data has been collected from the following modes:
Magazines
Books
Newspaper
Data through internet sources
The research conducted by me is a descriptive research. This is descriptive in nature
because study is focused on fact investigation in a well-structured from and is based on
primary data.

RESEARCH PLAN

Type of study: For completing my study I have gone for sample study because
looking at the size of population & the time limitation it was not convenient for me
to cover entire population. Hence, I have gone for sample study rather than
census study.

Justification
I wanted to make a thesis on TATA motors to know the brand value of TATA among its
customers. Also, after the launch of NANO I wanted to know what were the changes that
TATA was able to bring in the society?

Summer Training report

I did my summer training in BENTEX Company from 04/04/2009 to 03/05/2009. Mainly I
did the accounting work in the company. I saw the ledgers, P & L accounts, balance
sheets etc. of the company.

PGP-FW-2008/10

DF/08/10-M-396

Then, after Porter five forces analysis, I will cover SWOT ANALYSIS OF TATA
MOTORS.
STRENGTH:

Strong Presence in the Marketplace:-Tata Motors is the only company in

India with a broad based presence across the industry, in all segments of
the commercial vehicles market heavy and medium commercial
vehicles, light commercial vehicles, pick-ups, sub one-tonne mini-trucks and key segments - compact, midsize car and utility vehicle segments - of
the passenger vehicles market.

Unique Understanding of Customer Need: - With 50 years presence in the

automotive business, Tata Motors understands customer needs and
develops products that meet their Needs. To consider a few examples, as
early as 1980s, the company launched Light Commercial Vehicles, amidst
Japanese competition, in which it today strongly leads. In the 1990s,
Anticipating the need for an affordable family car, it launched the now
famous Tata Indica, which occupies a leading position among compact
cars.

WEAKNESS:

The current financial situation of its recently acquired firms like Corus
and Land Rover-Jaguar is very big headache for the company and it
should be back to the track in the near future.

The high ratio of debt equity ratio is also weakness of the company.

The small car segment is still not good for the company due to marutisuzuki so, it need to tap this section also.

OPPURTUNITIES:

Indias huge geographic spread-This is one aspect where the company is

looking for and its diversified range of cars suits very much this area of car
or say auto industry in country
Easier finance schemes- The current fiscal stimulus and easy loan will
surely guide the company to post good sales as the current trend shows
the cars sales has been boosted by easy loan norms in the country.

THREATS:

PGP-FW-2008/10

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Indian is lacking in proper infrastructure this is slowing the pace of growth

of auto industry

Global crisis- this really hurts the Indian growing industry and not only the
auto but tyre industry went for toss.

High competition from foreign players-As the giants like GM, Audi, MERC
etc are trying to capture the high segment market it is one of the very
effective threat to the company.

Comments from internal/external guide:

______________________________________________________________________
__

______________________________________________________________________
__

Signature of the external guide:

Signature of the internal guide:

Signature of the Student:

PGP-FW-2008/10

DF/08/10-M-396

Note: -Whenever a student emails his/her response sheet, he/she has to send all the previous
response sheets too. Response sheets should be emailed to the concerned internal guide.
Signature of the guide is not mandatory if the student sends the response sheets through email.

Note:- Students must always use the thesis title as approved and sent to them by email

PGP-FW-2008/10

DF/08/10-M-396

Thesis Response sheet

Response sheet number:

Thesis Topic:Repositioning Strategy of Tata Motors and its acceptance level in customer
Date: 10-08-2010

Details of the student ( Name ,Batch ,Alumni Id ,Phone No and Email Id )

ANKIT BHARDWAJ
PGP-FW-2008/10
INTERNAL GUIDE-PROF. DIPTI SHARMA
EXTERNAL GUIDE-MR.P. MUTHUPANDI
TOPIC REGISTRATION ID No.-DF/08/10-M-396
ALUMNI ID NO. - DF/08/10-M-396

18. THESIS SYNOPSIS

DETAILS OF THE STUDENT
NAME:

ANKIT BHARDWAJ

BATCH:

FW-2008/10

SECTION:

F4

SPECIALIZATION:

FINANCE

CONTACT NO:

9718086128

PGP-FW-2008/10

DF/08/10-M-396

DESIRED AREA:

MARKETING

EMAIL ID:

ankitisworking@yahoo.com

Thesis Title
Repositioning Strategy of Tata Motors and its
acceptance level in customer
Research objectives

To understand the market potentiality for TATA Motors.

To determine the requirements and needs of the potential customers.

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

To analyze the brand repositioning strategies of Tata Motors.

To study consumer awareness and perception about the brand repositioning

strategies of Tata Motors.

To find out the satisfaction level of people.

Research methodology
PRIMARY:
For my survey primary data have been used as a questionnaire to collect the data.

SECONDARY:

PGP-FW-2008/10

DF/08/10-M-396

The secondary data has been collected from the following modes:
Magazines
Books
Newspaper
Data through internet sources
The research conducted by me is a descriptive research. This is descriptive in nature
because study is focused on fact investigation in a well-structured from and is based on
primary data.

RESEARCH PLAN

Type of study: For completing my study I have gone for sample study because
looking at the size of population & the time limitation it was not convenient for me
to cover entire population. Hence, I have gone for sample study rather than
census study.

Justification
I wanted to make a thesis on TATA motors to know the brand value of TATA among its
customers. Also, after the launch of NANO I wanted to know what were the changes that
TATA was able to bring in the society?

Summer Training report

I did my summer training in BENTEX Company from 04/04/2009 to 03/05/2009. Mainly I
did the accounting work in the company. I saw the ledgers, P & L accounts, balance
sheets etc. of the company.

PGP-FW-2008/10

DF/08/10-M-396

After SWOT, I will explain the MARKETING STRATEGIES OF TATA MOTORS

Marketing strategies of TATA Motors

Product, Branding, and Advertising

Pricing Strategy
Place
Maintenance and Support
Launch of Tata Nano
Some marketing strategies especially for TATA NANO

Comments from internal/external guide:

______________________________________________________________________
__

______________________________________________________________________
__

Signature of the external guide:

Signature of the internal guide:

Signature of the Student:

PGP-FW-2008/10

DF/08/10-M-396

Note: -Whenever a student emails his/her response sheet, he/she has to send all the previous
response sheets too. Response sheets should be emailed to the concerned internal guide.
Signature of the guide is not mandatory if the student sends the response sheets through email.

Note:- Students must always use the thesis title as approved and sent to them by email

Thesis Response sheet

Response sheet number:

Thesis Topic:Repositioning Strategy of Tata Motors and its acceptance level in customer
Date: 10-08-2010

Details of the student ( Name ,Batch ,Alumni Id ,Phone No and Email Id )

ANKIT BHARDWAJ
PGP-FW-2008/10
INTERNAL GUIDE-PROF. DIPTI SHARMA
EXTERNAL GUIDE-MR.P. MUTHUPANDI
TOPIC REGISTRATION ID No.-DF/08/10-M-396
ALUMNI ID NO. - DF/08/10-M-396

19. THESIS SYNOPSIS

PGP-FW-2008/10

DF/08/10-M-396

DETAILS OF THE STUDENT

NAME:

ANKIT BHARDWAJ

BATCH:

FW-2008/10

SECTION:

F4

SPECIALIZATION:

FINANCE

CONTACT NO:

9718086128

DESIRED AREA:

MARKETING

EMAIL ID:

ankitisworking@yahoo.com

Thesis Title
Repositioning Strategy of Tata Motors and its
acceptance level in customer
Research objectives

To understand the market potentiality for TATA Motors.

To determine the requirements and needs of the potential customers.

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

To analyze the brand repositioning strategies of Tata Motors.

To study consumer awareness and perception about the brand repositioning

strategies of Tata Motors.

To find out the satisfaction level of people.

PGP-FW-2008/10

DF/08/10-M-396

Research methodology
PRIMARY:
For my survey primary data have been used as a questionnaire to collect the data.

SECONDARY:
The secondary data has been collected from the following modes:
Magazines
Books
Newspaper
Data through internet sources
The research conducted by me is a descriptive research. This is descriptive in nature
because study is focused on fact investigation in a well-structured from and is based on
primary data.

RESEARCH PLAN

Type of study: For completing my study I have gone for sample study because
looking at the size of population & the time limitation it was not convenient for me
to cover entire population. Hence, I have gone for sample study rather than
census study.

Justification
I wanted to make a thesis on TATA motors to know the brand value of TATA among its
customers. Also, after the launch of NANO I wanted to know what were the changes that
TATA was able to bring in the society?

Summer Training report

PGP-FW-2008/10

DF/08/10-M-396

I did my summer training in BENTEX Company from 04/04/2009 to 03/05/2009. Mainly I

did the accounting work in the company. I saw the ledgers, P & L accounts, balance
sheets etc. of the company.

PGP-FW-2008/10

DF/08/10-M-396

At last, I will explain my primary findings and analysis through pie-charts.

Comments from internal/external guide:

______________________________________________________________________
__

______________________________________________________________________
__

Signature of the external guide:

Signature of the internal guide:

Signature of the Student:

Note: -Whenever a student emails his/her response sheet, he/she has to send all the previous
response sheets too. Response sheets should be emailed to the concerned internal guide.
Signature of the guide is not mandatory if the student sends the response sheets through email.

Note:- Students must always use the thesis title as approved and sent to them by email

PGP-FW-2008/10

DF/08/10-M-396