Sales and Promotion of Winger Ambulance

A Project Report Submitted by

ANVI CHUGH
HRD - 1108308 in partial fulfillment for the award of the degree of

POST GRADUATE DIPLOMA IN MANAGEMENT

at

BALAJI INSTITUTE OF MANAGEMENT & HUMAN RESOURCE DEVELOPMENT

PUNE, INDIA AUGUST, 2012

CERTIFICATE
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PROJECT TITLE :

Sales and Promotion of Winger Ambulance

ACKNOWLEDGEMENT
I hereby take the opportunity to express my gratitude towards those who have made great contribution in completion of this project work. I feel immense pleasure to thanks Mr. Manvesh Jain (Sales Manager) who very kindly helped me in providing necessary information and guidance from time to time.

Mr. Amit Chauhan (Area Sales Manager) who has given me the opportunity to work with Tata Motors as project trainee.

I will take the opportunity to convey my thankfulness to my Director Dr. Hemender Singh for his kind help.

This is place to express my gratitude towards them who have directly and Indirectly helped me and made my work enjoyable.

Lastly, I would like to thank the almighty and my parents for their moral support and my friends with whom I shared my day-to-day experience and received lots of suggestions that improved my quality of work.

CONTENTS
Sr. No. 1 2 Contents Pg. No. 6

Executive Summary Introduction Objective: Primary and Secondary Research Methodology Sample Size Sampling Techniques Limitations to the study

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3 4 5 6 7 8 9

Indian Automobile Industry Company and Product Profile Analysis and Interpretation Questionnaire survey Conclusions Recommendations Bibliography Annexure: Questionnaire

10-15 16-24 25-34 35-36 37 38 39-41

EXECUTIVE SUMMARY
The project is based on marketing of Winger Ambulance in Nagpur Region. I received brochures from the office through which I came to know about specification and features of Winger Ambulance. At the same time I also gathered information regarding the competitors of Winger Ambulance in this segment. And I came to the conclusion that Maruti Omni and Force Motors are the main competitors in the state of Maharashtra. I collected information of the competitors from internet and studied them. I have done comparative analysis of Winger Ambulance with its main competitors. Further I collected information about various Hospitals in Nagpur through internet and I made record of important Hospitals with Contact Numbers. Then I started Tele-calling and made proper follow up. I had also visited hospitals and met with Management team. I gave presentation on Winger Ambulance mentioning its features and benefits. I also collected the details and contact number of Consultant who gave me the information about opening of new hospitals in Nagpur. They help me in finding the concerned person and I had shared Brochure and Quotation of Winger Ambulance with them. They said there will be requirement of ambulance in future, so I had given all the details to company for making proper follow up with them.

THE INDIAN AUTOMOBILE INDUSTRY

Indian automobile industry is the seventh largest in the world with an annual production of over 2.6 million units in 2009. India emerged as Asia's fourth largest exporter of automobiles, behind Japan, South Korea and Thailand in the year 2009. 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 India-specific investment by multinational automobile manufacturers. In February 2010, 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 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
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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. Since then, automotive component and automobile manufacturing growth has accelerated to meet domestic and export demands. Today, the Indian automobile industry is ranked first in the world in the production of three wheelers, second in the production of two wheelers, fourth in the production of commercial vehicles and ninth in the production of passenger vehicles. With a production of more than 11 million vehicles inFY08-09, the Indian automotive industry has shown an outstanding resilience after the last down cycle about a decade back. In the last few years, the Indian automotive industry has grown at a healthy rate by reducing costs and improving efficiency. With its new found confidence, it has gone beyond the shores of India and is creating a noteworthy foot printing different geographies in the world. The Indian automotive market with a healthy growth rate of 14% in the last7 years (as on FY08-09) was a source of attraction to many foreign automobile companies whose entry in the Indian market not only increased competition, but also raised customer expectations about product quality and reliability. This forced the Indian companies to introduce new and interesting products and innovation

has now become a notable feature of the Indian automobile industry. The automobile industry consisting of cars, trucks, buses, two-wheelers and threewheelers, is vital to the growth of the Indian economy. In the last decade their
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share in the Indian economy is around 5% of GDP. Economic progress is indicated by the amount of goods and services produced which give the impetus for transportation and boost the sale of vehicles. Increase in automobile production has a catalyst effect by indirectly increasing the demand for a number of raw materials like steel, rubber, plastics .Since transportation is the nerve center of every other industry, the wellbeing of the automobile industry is a good indicator of the health of the economy. Economic studies have shown that every truck manufactured creates anywhere between eight to twelve jobs and a bus would create round seven, which would include salespeople, drivers, mechanics, cleaner sand servicing staff. Before Independence Before independence India was seen as a market for imported vehicles. The assembling of cars manufactured by General Motors and other leading brands was the order of the day. Indian auto industry focused on servicing, dealership, financing and maintenance of vehicles. Manufacturing started only after a decade from independence. After Independence Till the 1950s the Indian Railways played a pivotal role in meeting India's transportation needs. The railways used to carry 90 per cent of the total freight, while road transport accounted for the balance. But in the current context the dynamics have changed. Surface transport accounts for 65% of freight movement and 80% of passenger movements. The slow growth of railway infrastructure has been partly due to administrative reasons, partly due to difficulty in acquiring land and partly due to high capital cost involved for every additional railway line. The Indian automobile industry faced several challenges and road blocks to growth
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since independence. Manufacturing capability was restricted by the rule of license and could not be increased. The total production of passenger cars was limited to 40,000 a year for nearly three decades. This production was also confined to three main manufacturers Hindustan Motors, Premier Automobiles and Standard Motors. There was no homegrown expertise or research & development initiative. It was difficult to import scientific knowhow and vital spare parts and cumbersome to recruit foreign technical experts. The pricing was kept under control by the government. Here was the contradiction, a passenger car was thought to be a premium product only for the rich, yet it came under the purview of protection of a socialist regime. Initially labor was unskilled and had to go through a process of learning through trial and error. But to the credit of these workers, it was they who developed the skill set required for future expansion in the industry. The earlier automobiles were a domestic version of prominent International Brands. The Morris Oxford popular in the 1950s, became the Ambassador ,the Fiat 1100 became the Premier Padmini. By 1960s nearly 98% of the product was developed indigenously.

By the end of 1970s, significant changes in the automobile industry were witnessed. Initiatives like joint ventures for light commercial vehicles did not succeed. New models like Contessa, the Rover and the Premier 118NE, hit the market. Socialistic Pattern Of Growth India by and large followed a socialist system till the later part of 1980s.Thegovernment focused on development through heavy, long gestation,
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capital intensive projects like steel manufacturing. The quality of the finished good and customer feedback were not given much priority. As a result the country missed a golden opportunity to accelerate to a faster growth trajectory by atleast 2 decades. The Pioneering Achievements Mr. J.R.D Tata's role in the development of the Indian automobile industry has to be mentioned. The Tata group set up a high standard Engineering Research Centre (ERC) in 1965 to facilitate technological advancement. Mr. Tata pioneered the indigenization of scientific knowledge for trucks in collaboration with Mercedes Benz .The launch of Maruti 800 in 1983 changed the dynamics of the passenger car sector in India. It was also known as the peoples car. Stability In The Market The Indian automobile industry has come a long way since independence. From being an importer of automobiles to a manufacturer. From having minimum foreign collaborations to joint ventures. This attribute cannot be considered as a weakness, but as sharing of best practices. This phenomenon can be compared to the business collaboration in the outsourcing industry The Future The Indian automobile industry is expected to grow to US$ 40 billion by 2015 from the current level of US$ 7 billion in 2008. By the year2016 the industry is expected to contribute 10% of the nations GDP. The industry manufacturers over 11 million vehicles a year, employing more than three million people.

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The greatest challenge and competition would be from the Chinese automobile industry. The Chinese automobile industry has been able to give stiff completion to India in terms of productivity, cost of manufacturing and technology. Again the present trend of excess manufacturing capability, reduced margins put additional pressure on the industry. The global recession has had a dampener effect on the growth of the industry, but market experts believe it is only a short term phenomenon and are confident of the industry bouncing back. On the positive side, Indias strength in software sector, combined with skilled labor and low cost of manufacturing should place it in a favorable position globally. Recently Ratan Tata, Chairman (Tata Motors) created history by launching the world's cheapest car NANO. The cars pricing is around one lakh, gaining instant recognition in the automobile industry across the globe. It heralded the coming to age of the Indian Automobile Industry.

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COMPANY AND PRODUCT 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. The Tata Motors Groups 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
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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 launched in Thailand in 2008. 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
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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 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.
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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. With the foundation of its rich heritage, Tata Motors today is etching a refulgent future.

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COMPETITORS OVERVIEW
Until a decade ago, the auto sector in India had been a relatively protected industry limiting the entry of foreign companies with high tariffs against imports. Today, as part of a broader move to liberalize its economy, India has opened up the sector to Foreign Direct Investments, and since then has also progressively relaxed trade barriers. Today, almost all of the major global companies are present in India producing two-wheelers and passenger cars in almost all segments .Over the years the world has been witnessing tremendous development in the sector of automobile industry. With their advanced engineering techniques, the major auto giants like Tata, Maruti, General Motors, Hyundai, Mitsubishi etc have come up with most sophisticated vehicle that a human mind could have hardly imagined just a few years ago. It is not only the cars, consumer vehicles and two wheelers are also been sold in large numbers, but the three wheeler market is also quite big in the south east nations. We can see innumerable three wheelers running on the roads of various Southeast Asian countries like India, Thailand Sri Lanka, Pakistan, Philippines, Nepal, Bangladesh etc. There are a number of reasons that have resulted into the proliferation of three wheelers in umpteen countries. Three wheelers are quite economical in terms of manufacturing and maintenance. They have also earned huge popularity due to their easy maneuvering capabilities through the narrow lanes that are prevalent in most of the developing countries. The two and four wheelers are quite a hit all around the world. The two wheelers have undergone significant transformation resulting in categories like scooters, mopeds and motorcycles, the four wheelers also have come up with different shape, size design and forms and also have evolved into so many forms with light and heavy commercial vehicles. However it is the three wheeler segment of the
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automobile that has lagged behind. No wonder, as against them, the number of popular three wheeler manufacturers is quite limited and in India, One comes across only three leading three wheeler manufacturers. The leading three wheeler manufactures in India are Bajaj Auto, Mahindra & Mahindra, the Italy base Piaggio and Force Minidor. While Bajaj Auto is one of the leading name in the Indian two wheeler segment and Mahindra & Mahindra is known more for its jeeps like Bolero and Scorpio .In the three wheeler segment, the classification is broadly in terms of cargo and passenger vehicles. Since the former does have a very limited capacity to carry goods and is not preferred by many, the three wheeler manufacturers are more into the passenger three wheelers. LPG, RE Diesel and RE Diesel Mega while its existing cargo is called GC1000.Mahindra & Mahindra has got the Champion range of three wheelers. There are Champion pick up and Champion delivery vans while the Champion Passenger carriers is mostly seen in the western parts of the country. The Alfa three wheeler carriages of the Mahindra & Mahindra has a wide and tall cabin, heavy duty gear box, unique designed chassis and hydraulic shock absorbers. The Italian auto major Piaggio manufactures Ape 50 in association with Bajaj Auto at Pune with 150cc engine. This three wheeler has different body forms and matches the specifications of various countries wherever it is produced. Force Motors Limited is an automobile company, which was earlier known as Bajaj Tempo Limited. The name change has been effected from 21stFebruary, 2006. The company possesses expertise in the design ,manufacture and development of its comprehensive range of automobile components, vehicles and aggregates. Three wheelers from Force Motors Limited come as the Minidor family. The Minidor family comprises a host of customized three wheelers. These vehicles are beautifully engineered.

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Product Profile: Winger Ambulance

Tata Motors has met one more pioneering approach in the commercial vehicle segment after its worldwide publicity gained from its Nano, the one lakh rupee car. Recently Tata Motors announced the launch of the luxury variant of Indias one and only Maxi Van, the Winger. Tata Motors Winger gained a good amount of response after the Winger range was previously launched by the company in all the four regions of the country. The Winger of Tata Motors is designed to provide some great benefits to its customers in the form of spaciousness of a bus, comforts of a car and with the great ease of meeting to the long distance transportation needs of a common man. The Winger from Tata Motors has a seating capacity of around 9 to 13 passengers along with some generous saloon space. The car has enough wide luggage and legroom space. Passengers get the added comfort in the new Tata Motors Winger as the interior has been greatly furnished with bottle holders and all front facing seats. Besides, all seats have magazine pockets, grab handles, spot lamps and a great music system.

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The Winger from Tata Motors also have a fully enclosed body along with a uniquely placed fuel tank, child lock, seat belt for each and every seat, demister compartment ventilation fan and fog lamps. All these features ensure that the Winger provides complete safety to its customers. There are some other robust features in the Winger which includes a rugged suspension that gives the customer advantage of having comfort in riding and great load carrying capacity. The new monocoque design minimizes NVH in the Winger. The new car is also powered by a 2 liter diesel engine. Besides, the tires of the car are backed by excellent braking and traction system which gives the Winger an extra edge over other cars in sharp edges and turns. The versatility of the Winger lies in the fact that it can be allowed to deploy for long distance transportations in regions of different terrains in all types of weathers. The Winger can be also used for intra-city needs along with its adaptation for hotel and airport transfers, staff vehicles, school van, ambulance and tourist usage among others. In all, the Winger has a total of eleven variants which are broadly classified into three levels of comfort namely standard, deluxe and luxury. All the three classified variants of the Tata Motors Winger meet the BS-III emission norms. The car also gets backed with a warranty of 18month/1.5 lakh km. As of now, the luxury variant comes with two attractive colors Arctic Silver and Pearl White. Although the Range of the Winger starts at 4.70 lakhs, the luxury variant is priced aptly at Rs.6.75 lakhs. There are really a lot of reasons that makes the Winger a customer favorite these days. The two tone plush light brown interiors, full fabric seats that are bucket type and come fitted with adjustable head restraints making it user comfortable. Customers have also liked the reclining back rest which comes with individual arm rests along with a high roof AC having roof mounted vents.

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SWOT ANALYSIS
A scan of the internal and external environment is an important part of the strategic planning process. Environmental factors internal to the firm usually can be classified as strengths (S) or weaknesses (W), and those external to the firm can be classified as opportunities (O) or threats (T). Such an analysis of the strategic environment is referred to as swot analysis .The SWOT analysis provides information that is helpful in matching the firm's resources and capabilities to the competitive environment in which It operates. As such, it is instrumental in strategy formulation and selection. The SWOT Analysis of Tata winger is as shown in the figure:

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The Five Forces: 1.The threat of substitute products-As we know the Indian customers choices range from mileage, pick-up, power steering to various other things so substitute is very important aspect in this industry as other product available in the market may act as the substitute to the brands own existing product. 2.The threat of the entry of new competitors-New completion from the new entrant or from existing company is also highly potent force which a company must have to take care of for its market share and growth. 3.The intensity of competitive rivalry-The very effective way of putting competitor out of track is pitching new vibrant products in the market so a company must be aware of this tactics by its rival company so that it can cater the effect. 4.The bargaining power of customers-Another important aspect for a car or auto company where they have to manage the pricing control of their product to spurt the sales in the market. 5.The bargaining power of suppliers- The distribution channel is very important in country like India where the demand is highly different with all across its dimension so, supply is very much required in the industry for a company.

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