PREFACE I am pleased to present the project report on- " Customers Relationship of Tata Motors before my respected readers.

. It is my Humble presentation of Advertisement Strategies and to explain them. Language of the report is simple and lucid. Attempts have been made to arrange the subject matter in a systematic and well-knit style. Efforts have also been made to deal with all topics precisely and gently. I express thanks to all those prolific teachers and experts of management whose theories and ideas have been incorporated in this project report. Despite of this it is very difficult to be perfect to the core and mistakes do creep in for which I extend my apology and carve the hospitality of the readers to point them out. Their criticism and suggestions for the improvement in future are welcomed. YASMEEN KHAN

ACKNOWLEDGEMENT
Preparing a project of this nature is an arduous task and I was fortunate enough to get support from a large number of persons. Iwish to express my deep sense of gratitude to all those who generously helped in successful completion of this report by sharing their invaluable time and knowledge. It is my proud and previledge to express my deep regards to Respected Mr. Anand Tiwari, Head, Faculty Of B.B.A. Department, Govt. Autonomous Girls P.G. College of Excellence Sagar for allowing me to undertake this project. I feel extremely exhilarated to have completed this project under the able and inspiring guidance of Mrs. Shikha Urmil Khan He rendered me all possible help and guidence while reviewing the manuscript in finalising the report. I also extend my deep regards to my teachers, family members, friends and all those whose encouragement has infused courage in me to complete the work successfully.

YASMEEN KHAN B.B.A. IIND Sem.

CERTIFICATE

Date: The project report titled COSTOMER RELATIONSHIP OF TATA MOTORS has been prepared by Miss. YASMEEN KHAN, IInd Batch, under the guidance and supervision of Mrs. Shikha Urmil Khan , for the partial fulfillment of the degree of B.B.A.(Hon).

Signature of the Supervisor:

Signature of Head of the Department:

Signature of the examiner

DECLARATION BY THE CANDIDATE

Date: I declare that the project report titled CUSTOMER RELATIONSHIP OF TATA MOTORS is my own work conducted under the supervision of Mrs. Shikha Urmil Khan, Department Of Business, Management, Faculty Of B.B.A. Department, Govt. Autonomous Girls P.G. College of Excellence. To the best of my knowledge the report does not contain any work, which has been submitted for the award of any degree, anywhere.

YASMEEN KHAN 2th Semester

TABLE OF CONTENTS

Preface Acknowledgement Certificate Declaration by the Candidate 1. Introduction 2. History 3. Joint Venture 4. Important Development 5. Line of Objectives 6. Future Challenges 7. Research methodology 8. Data analysis and interpretation 9. Self designed advertisement 10.Findings 11.Conclusion 12.Suggestions 13.Limitations Bibliography

Introduction
India is an emerging country with huge potential. The domestic economy is now growing at around 9-10% per annum and Indias importance in global terms is being reinforced by rapidly rising exports and domestic consumption. At a time when numbers of a slowdown and overheating in the Indian economy have started gaining momentum, the Indian rupee sprang a surprise by pushing the GDP figure past the trillion-dollar (42,00,000 crore) mark. The automotive industry is at the center of Indias new global dynamic. The domestic market expanding rapidly as incomes rise and consumer credit becomes more widely available. Manufacturers product lines are being continually expanded, as is the local automotive manufacturing base. Expectation are high that India can develop as a global hub for vehicle manufacturers and as an outsourcing center that offers the global automotive industry solution high up the automotive value chain.

India eyes 25 million automotive jobs.

India's GDP is set to double over the next decade percentage terms, the automotive

In

industry's contribution

should also double.

In dollar terms, the sector's contribution is set to quadruple to some $145bn

With

the

worlds

second

largest

and

fastest-growing

population, there is no denying Indias potential in both economic and population terms and the effect it will have on the auto industry in the years to come. The country is already off to a good start, with a well-developed components industry and a production level of 1 million fourwheeled vehicles a year, plus a further 5 million two- and three-wheelers.

Historical back ground

In India there are 100 people per vehicle, while this figure is 82 in China. It is expected that Indian automobile industry will achieve mass motorization status by 2014.
Since the first car rolled out on the streets of Mumbai (then Bombay) in 1898, the Automobile Industry of India has come a long way. During its early stages the auto industry was overlooked by the then Government and the policies were also not favorable. The liberalization policy and various tax reliefs by the Govt. of India in recent years has made remarkable impacts on Indian Automobile Industry. Indian auto industry, which is currently growing at the pace of around 18 % per annum, has become a hot destination for global auto players like Volvo, General Motors and Ford. A well developed transportation system plays a key role in the development of an economy, and India is no exception to it. With the growth of transportation system the

Automotive Industry of India is also growing at rapid speed, occupying an important place on the 'canvas' of Indian economy. Today Indian automotive industry is fully capable of producing various kinds of vehicles and can be divided into 03 broad categories: Cars, two-wheelers and heavy vehicles.

The first automobile in India rolled in 1897 in Bombay.

India is being recognized as potential emerging auto market.

Foreign players are adding to their investments in Indian auto industry.

Within two-wheelers, motorcycles contribute 80% of the segment size Unlike the USA, the Indian passenger vehicle market is dominated by cars (79%). Tata Motors dominates commercial vehicle market. over 60% of the Indian

2/3rd of auto component production is consumed directly by OEMs.

India is the largest three-wheeler market in the world.

India is the largest two-wheeler manufacturer in the world. India is the second largest tractor manufacturer in the world. India is the fifth largest commercial vehicle

manufacturer in the world.

The number one global motorcycle manufacturer is in India.

India is the fourth largest car market in Asia - recently crossed the 1 million mark.

FOUNDATION - The seeds of what would mature and become today's Tata group were laid long years before India became independent. CONSOLIDATION - The Tata group ventured into new areas and built on the foundations, in spite of the restraints imposed by a controlled economy.

LIBRILISATION -The Indian economy unleashed a period of remarkable growth for the Tata group, in India and worldwide.

FIVE CORE VALUES OF TATA

The Tata Group has always sought to be a value-driven organization. These values continue to direct the Groups growth and businesses. The five core Tata values underpinning the way we do business are:
Integrity: We must conduct our business fairly, with

honesty and

transparency. Everything we do must stand

the test of public scrutiny.

Understanding:

We

must

be

caring,

show

respect,

compassion and humanity for our colleagues and customers around the world, and always work for the benefit of the communities we serve.

 Excellence: We must constantly strive to achieve the

highest possible standards in our day-today work and in the quality of the goods and services we provide.
Unity: We must work cohesively with our colleagues across

the Group and with our customers and partners around the world, building strong relationships based on tolerance, understanding and mutual cooperation.
Responsibility: We must continue to be responsible,

sensitive to the countries, communities and environments in which we work, always ensuring that what comes from the people goes back to the people many times over.

Company profile
The largest passenger automobile and commercial vehicle manufacturing company of India Tata Motors Limited, was formerly called TELCO (TATA Engineering and Locomotive Company), has its headquarters in Bombay, now Mumbai, India. Established in 1945, listed on the New York Stock Exchange in 2004 has created Rs. 320 billion wealth and was one of the top 10 wealth creators in India, with manufacturing facilities in the towns of Jamshedpur, Lucknow, and Pune. This company was founded by Jamshetji Tata and is run by Ratan Tata under the flagship company known as Tata and sons group. He commands 22000 employees working in three plants as well as other regional and zonal offices across the length and breadth of India.

Tata motors passenger cars still need to reach acceptable international requirements. The company commands an imposing 65% share of the domestic commercial vehicle market and is trying to modernize this segment. The financial business of Tata motors was separated into a subsidiary company in sep. 2006, where it recorded a strong financial performance during the last 5 year period. From year 2005-2009, the profits of the company went up at a CAGR of 36.4%, to attain Rs. 331, 525 million in 2008from Rs. 95, 731 Million in 2003. By floating two rights issues at the end of Sep 2009 Tata Motors Ltd expected to raise Rs 4, 150 crores. They are offering one ordinary share valued at Rs. 340 every six shares expecting to net Rs. 2.90 Crores, the so called A share would have different voting and dividend rights, for every such 6 shares held at a face value of 305 would raise Rs. 1.960 Crores, these proceed would be utilized for an early repayment of the short term funding of 2.3 Billion $ (Rs. 10,189 Crores) Borrowed for Acquisition of jaguar and Land Rover from their principle The Ford Motor Companys. As TATA MOTORS is regarded as one of the best fuel efficient cars. Hence I conducted a study on the consumer perception about small cars. Firstly, I took three brands of small cars; Zen estilo, Indica and Santro for a comparative study of small car segment. Later I went through the process of filling the questionnaires, to know exactly what the customers of small cars perceived about their cars. Tata motors were established on September 1, 1945, originally for the manufacture of Steam Locomotives at Jamshedpur.

All the cars taken for the sample showed that the consumers perceived them as almost same in all the attributes like safety, comfort and luxury. But, at the end the research was limited due to small sample size, small sample area and time constraints.

TELCO (TATA Engineering and Locomotive Company) Multinational Corporation. Headquarters in Mumbai. India's largest passenger automobile and commercial vehicle manufacturing company. World's 19th largest automaker. Sales: 19,654.41cr.

 Stock price: Rs. 347

In 1969 Tata motors had become an independent producer of Medium Commercial Vehicles. It had also developed the capability of designing, testing and manufacturing such vehicles. Leading commercial vehicle manufacturer and has significant presence in the multi-utility and passenger car segments. With the Launch of Tata Indica, a Euro 2 compliant vehicle is the countrys first indigenously designed, developed and manufactured passenger car. With the launch of Tata nano, Tata has penetrated the market to its extreme by making a car available for Rs. 132000 only. This is the cheapest car in India till date and with the announcement of its diesel variant it has made potential buyers to eagerly wait for it.

Products of TATA Motors

[1] Passenger cars and utility vehicles

[2]Commercial vehicles

[3] Military vehicles

[4] Concept vehicles 2000 Aria Roadster 2001 Aria Coupe 2002 Tata Indica 2002 Tata Indica 2004 Tata Indigo Advent 2005 Tata Xover 2006 Tata Cliffrider 2007 Tata Elegante 2009 Tata Prima

MARKETING STRATEGIES

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 will hit the roads and as it 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 entrepreneurial-opportunities 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 (E-Nano). Tata Group is expected to mass manufacture the Nano, particularly the electric-version, and, besides selling them in India, to also export them worldwide. Critics of the car have questioned its safety in India (where reportedly 90,000 people are killed in road-accidents every year), and have also criticized the pollution that it would cause (including criticism by Nobel Peace Prize winner Rajendra Pachauri). However, Tata Motors has promised that it would definitely release Nano's eco-friendly models alongside the gasoline model. The Nano was originally to have been manufactured at a new factory in Singur, West Bengal, but increasingly violent protests forced Tata to pull out October 2008. Currently, Tata Motors is reportedly manufacturing Nano at its existing Pantnagar (Uttarakhand) plant and a mother plant has been proposed for Sanand Gujarat. The company will bank on existing dealer network for Nano initially. The new Nano Plant could have a capacity of 500,000 units, compared to 300,000 for Singur.

Gujarat has also agreed to match all the incentives offered by West Bengal government.

Currents facts

Today 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. Take BMW Z3 for example, it was introduced in 1996 and shortly the car has been used in the famous James Bond movie. Over the years Tata Motors have been successful in creating their brand image. 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. 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. 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. OUTLOOK OF INDUSTRY

The industry witnessed a change in demand dynamics in last few years. The demand for LCVs in the <=3.5 tones segment is rising at the cost of demand in 5 to 7.5 tones category, while demand in 7.5 to 12 tones segment and 16.2 to 25 tones segment is booming at the cost of demand in 12 to 16.2 tones segment. Demand for trailers of >35.2 tones is witnessing a surge while demand for semi-trailers in 26.4 to 35.2 tones segment is suffering. This

structural shift in demand dynamics is due to the evolution of Hub & Spoke model of distribution, which is now adopted by transportation players because of improved road infrastructure and also the ban on trucks in many cities by the authorities to tackle the traffic congestion issues. According to the Hub & Spoke model, HCVs plying over the highways to transport goods to different states and districts, while MCVs are used in distributing goods to different cities and the last leg of distribution in intra city is done by using <=3.5 tonner vehicles

DATA ANALYSIS AND INTERPRETATION

Q1) what do you own? A) car B) Two Wheeler C) Nothing

From that it was found that:-

20 people owned a car

 15 owned two wheelers and 5 dont nothing

Q2) Which car do you own? a) zen estilo b) santro c) indica d) others

From that it was found that:-

 8 people owns zen estilo 18people owns indica 9 people owns santro 5 people owns others

Q3) Are you satisfied with it? A) Yes b) No

From that it was found that:-

25 were satisfied and 15 were not.

(4) Car customers

Q5) How much do you spend on maintenance on a monthly basis? a) <2000 b) 2000-4000 c) >4000

From that it was found that: 25 %spends below 2000 10% spends between 2000-4000 5 %spends above 4000

PROBLEM DEFINATION Consumer says something and does something. There are many companies manufacturing motorcycles into the market, at the same time as there are many companies manufacturing motorcycles, idea about thinking of customer on whether, what, how, and for whom to purchase the CAR.

Therefore,

research

is

required

to

measure

present

consumer buying behavior at the purchase of TATA cars. So the researcher problem is to identify what are the criteria that prospective customer takes into consideration before buying the cars. SCOPE OF STUDY (1)The main scope of the study is depend to consumer response (2) It also analysis the benefits accruing to the company as a result of those service. (3) This study has been made to find the level of satisfaction the Customer has regarding the service provider by car place.

Limitations of study

(1)

When the buyers are busy we cant get accurate data from them.

(2)

According to the time limit of our project cover only the some area.

we can

(3)

During survey some respondents may not give answer in proper manner.

OBJECTIVES OF STUDY
(1) To know market position of Tata automobile in the

market.
(2) To

know consumer behavior for purchase of four wheeler.

Research methodology
Research Methodology: The data for the project was collected from malls, customers at showrooms, markets and from public also. Sample Size: Sample size of 60 was taken based on convenient Simple Random Sampling. Research Tools: The data was collected through Survey Questionnaire Method. Data Collection: Data was collected through the following:-

Primary sources: Questionnaire from General public Secondary Sources: Magazines, newspapers, Internet.

Questionnaire Questionnaire is a source of Primary Data. It is a simple way to collect data from general public Multiple choice questions were given to the respondents and they were asked to fill their opinion. The data was then analyzed and inferences were drawn on that basis. Sample of a questionnaire 1. WHAT IS YOUR SALARY? 1 LAC 3LAKH-5LAKH 5LAKH 2. WHICH VEHICLE DO YOU OWN? _____________________________________________________________ ________________________ 3. DID YOU RIDE SOME OTHER VEHICLE BEFORE THIS? YES NO 1 LAKH -3 LAKH

4. WHAT IS YOUR EXPERIENCE FROM THE PREVOIUS VEHICLE? SATISFIED NOT SATISFIED

5. WHICH IS THE MOST ESSENTIAL THING YOU PREFER WHILE BYING VEHICLE? PRICE STEERING MILEAGE OTHERS POWER

6. DOES TV AD APPEAL YOU? YES NO

7. DO YOU LIKE TV PROGRAMMES ON CAR? YES NO

8. DOES BRAND VALUE AFFECT YOUR DECISION ON BUYING VEHICLE? YES NO

BIBLIOGRAPHY 1. Philip Kotler, Kevin Keller (2009), Marketing Management (Thirteenth Edition) 2. Marketing Management, The McGraw.Hill Company Rajan Saxena (Third Edition) MAGAZINES: A) OUTLOOK BUSINESS (FEB, 2009) B) BUSINESS STANDARD (April-July 2009) C) 4PS OF BUSINESS AND MARKETING (June 2009) D) BUSINESS TODAY - Pick and Choose INTERNET: 1. Tata Motors' Official Website 2. Wiki - Tata Motors Ltd 8. htttp://www.moneycontrol/com/tata- group/Tata motors 9. http://www.yahoofinance.com/tatamotors 10.http://www.carwale.com/research/cars