A

Project Report

ON

“Consumer perception towards TATA ACE”

Submitted to Punjab Technical University (PTU) JALANDHAR

It is partial fulfillment of the requirement of award of “Master of Business

Administration” (M.B.A.)

Submitted by :- Project Guide:

Shivani

Class MBA,3rd sem

Roll. No.

Session 2010-20012

Satyam institute of management & Technology, Nakodar

CERTIFICATE

This is to certify that Ms Shivani of MBA 3RD semester of…………….. has completed her

project report on the topic of “Consumer perception towards TATA ACE ” under the

supervision of…………..

To best of my knowledge the report is original and has not been copied or submitted anywhere

else. It is an independent work done by him

PREFACE

Project work is something that every Management student should carry out seriously at any

organization irrespective of their topic they choose to do. This is a part of complete

management study and carrying out such a project work is required by the examination and

evaluation Department of different Universities necessary for the partial fulfillment of Master

of Business Administration.

Carrying and completing such a project work is not an easy task. One must be careful before

gathering the data required otherwise the very essence of the project will get lost in the

midway and the real and correct idea will remain unexposed before the reader.

I took my project in Marketing on Brand awareness of Tata ACE from Cargo Motors Pvt.

Ltd, Jalandhar. I had tried to compile the clear picture regarding the level of brand awareness,

measure to increase and retain the brand awareness, and the advertising and the promotional

tools effective for enhancing the awareness level of the potential customers.

The project has played a significant role in my life in gaining knowledge in marketing field.

ACKNOWLEDGEMENT

This project is a great opportunity to express my heartily thanks to those people who timely

supported me a long way in the completion of project report.

First and foremost, I would like to express my sincere thanks to S. Manmohan Singh,

(Assistant General Manager) and Mr. Surinder Singh Rana (Dealer Sales Manager) of

Cargo Motors Pvt. Ltd. Patel Chowk, Jalandhar for his kind guidance and valuable suggestion

for my project.

I acknowledge gratefully, the assistance and co-operation of the management and employees

of Cargo Motors Pvt. Ltd.

At the same juncture I would like to thank our DEAN MR.SHIV MODGIL for his kind co-

operation and valuable suggestions till the complete this project.

I also thank my Mentor Ms. Sheenu Nayyar the faculty of Marketing Management for

their valuable suggestions and dynamic guidance during the completion of the project.

I also express my sincere thanks and dedicate my work to my Parents & Family Members

who have been always a moral support and strong pillars at all walks of my life and at every

stage with a cheer enthusiasm.

DATE Shivani

DECLARATION

I hereby declare that this project report titled as “Customer perception about the TATA ACE

IN AN AROUND JALANDHAR AND PHAGWARA FROM CARGO MOTORS PVT.

LTD”. It has been prepared by me as part of my academics during the year 1st Jun 2010 to

17st Jul 2010 all working days. For

the partial fulfillment of degree of "Master of Business Administration", under the guidance

and supervision of our DEAN MR SHIV MODGIL

To the best of my knowledge and belief the matter presented in this report has not been

submitted earlier for the award of any degree to any university. This report is prepared by me

on my own efforts.

SHIVANI

TABLE OF CONTENTS

Certificate I

Preface Ii

Acknowledgement Iii

Declaration iv

CHAPTER NO. CHAPTER TITLE PAGE NO.

1 Introduction 1-20

2 Review Of Literature 21-26

3 Need, Scope And Objectives Of The Study 27-28

4 Statement Of The Problem

5 Research Methodology 29-32

6 Data Analysis And Interpretation 33-48

7 Findings Of The Study 49-50

8 Recommendations 51-52

9 Conclusion 53-54

References 55-56

Annexure

(a)Questionnaire 57-59

INTRODUCTION

INTRODUCTIONINTRODUCTION

The project is undertaken to measure the brand awareness level of Tata Winger Platinum in an

around jalandhar and phagwara, measuring the brand awareness level of a particular

company’s brand is of vital importance since it indicates the number of people who are aware

of a particular brand in a given period of time and it also highlights the effectiveness of the

different advertising or promotional tools used for the purpose.

Brand awareness is the consumers’ ability to recognize or recall (identify) the brand within a

given product category in sufficient detail to make a purchase decision. This also means that

the consumers can propose, recommend, choose, or use the brand. The objectives of most

advertising campaign are to create and maintain brand preference. The first step is to make

potential consumers aware of a brands’ existence.

One of the prominent goals of any business should be to build brand image and awareness of

its product, albeit in as cost – effective manner as possible. Consumer tends to make

purchasing decision based on peer recommendation and direct experience, as well

traditional advertising methods.

The project aims towards increasing the brand awareness since its one of the effective tool to

effect the final purchase decision and the volume of sales. I had used the topic to find out or

measure the brand awareness level among the customers and the ways to increase its

awareness.

In this project, I went into a search for details regarding the brand awareness of Tata Winger

Platinum and its acceptance rate and the promotion effectiveness.

The analysis was done with the help of the data collected through questionnaire taking the

sample size of 100 in an around Jalandhar and Phagwara. As the brand awareness is directly

associated with promotion strategy taken by the company its effectiveness is evaluated and the

steps to increase the awareness level of the customers are considered.

Therefore I have used various tools and techniques for the purpose of analysis of the data and

have tried to throw a clear light towards the level of brand awareness of Tata Winger Platinum

and the measures to increase its awareness and to evaluate the best media of communication

for the purpose.

CARGO MOTORS PVT LIMITED

Cargo Motors Pvt Limited, (CMPL) was established by late Shri Y.P. Nanda, founder

Chairman & Managing Director. He started his career in the Automobile Industry around 1948

and in 1959 seeing his enterprising abilities Telco awarded a Dealership to the Company for

Sales and Service of Tata Vehicles, for the remote area of Kutch at Gandhidham in Gujarat

and presently enjoys the honour of one of the prestigious and leading Telco commercial

vehicles and passenger car dealer.

Cargo Motors Pvt Limited, (CMPL) has been associated with Tata Motors for the last fifty

years. We commenced operations selling commercial vehicles in the Kutch region of Gujarat

after our Founding Chairman was awarded the dealership in 1959. Since then we have

expanded our territories into Punjab and Rajasthan and have a state-wide presence in Gujarat.

We are the largest selling dealer for Tata commercial vehicles and have also diversified into

passenger cars and construction equipment.

 To support our existing main business of car dealership, Cargo Logistics was set up as a

venture into the car transportation business to maintain our leadership in selling maximum

numbers of Telco cars with focus on enhanced customer service with uninterrupted supply

chain. To leverage on the growing Indian economy and development of infrastructure, Cargo

Motors has added a new wing to its services “Integrated Transportation & Logistics Solution:

to focus on the demands and needs of the customer”. The company is also involved with

Chassis Transportation Ex. Pune & Ex. Tata Nagar. We are authorized transporters for TATA

Motors, Honda , The Vardhman Group, etc.

The New Wing is currently engaged in transportation of automobiles & also providing

complete logistics solutions across India for its prestigious customers. It has always moved

ahead with the paramount objective – to organize and streamline cargo transportation industry

in India. We value our clientele and always aim to provide world-class service and customer

satisfaction.

 

Cargo Construction Pvt. Ltd. was set up in  2005  and is the division dealing in TELCON

Construction equipment and spares. We are authorized dealers for TELCON’s full range of

products based in Delhi and The NCR. 

The Cargo Group has also recently entered into the Hospitality sector in consortium with our

sister concern, Bharat Hotels Pvt. Ltd. We plan on opening a string of Business Hotels in the

major cities of Gujarat and Punjab in the next five years.

Our collective vision at The Cargo Group is to achieve the highest customer satisfaction &

delight.

VISION MISSION

To be a customer-oriented, multi-technology, multi-specialist transport system in Indian and

International markets, with a proven commitment to excellence in every facet of activity, and

the pursuit of value-based policies to satisfy the aspirations of society, customers, vendors,

employees and the entire Automobile and Transport Industry.

QUALITY POLICY

 To achieve customer satisfaction by providing reliable cargo transportation services through

human resource development, technological up gradation, adherence to professional ethics and

quality operational systems.

 

OUR VALUE SYSTEM

To be a learning and growing company.

To be positive for attaining global standard in the quality of services we offer. 

To have mutual trust, respect, open communication and transparency of action in all

spheres of activity.

To be a responsible, environment-friendly company and adopt latest technologies

available to reduce our Carbon Footprint.

To be a truly World-Class company.

BOARDS OF DIRECTORS

We are a professionally managed Company, where all the Directors take active part in Day to

Day Business / Operations leading a team of Professional Managers & Personnel, with a view

to achieve the goals and targets set by Principals.

For Cargo Motors Private Limited, future is always not only challanging but also promising

and exciting too. The Company is set to achieve new Horizons in its mission once the strategic

growth plans are put into operation.

The following are the Directors of the Company.

Mrs.Raj KumariNanda,Chairperson & Managing Director.

Mr.Vimal Gujral, Executive Director.

Mrs.Anita Nanda, Director.

Ms.Devki Nanda, Director.

Mr.Pravesh Nanda, Director.

Mr. Aditya Nanda, Executive Director.

Mr.Jayant Nanda, Director.

WHY US

Incorporated in 1959, CARGO MOTORS PRIVATE LIMITED is one of the leading

Dealers for all range of TATA vehicles in the Country with an impressive consistent

performance record for the past several decades. Under the able guidance of Founder-

Chairman Late Shri Y.P.Nanda,

Cargo Motors Private Limited has achieved phenomenal growth in all areas of its operations.

This spirit and dedication is still carried with perseverance. Our presence in Kutch is more

than four dacades old and name of our Company is known in each and every City, Town and

Village of the District.

Cargo Motors is also having the main Dealership of Tata  Vehicles  at Ahmedabad,

Gandhidham,Baroda and Jamnagar covering the Districts of Ahmedabad, Kutch, Gandhinagar,

Baroda, Panchmahal, Dahod, Sabarkantha, Mehsana, Patan, Banaskantha,  and Jamnagar in

the State of Gujarat as well as Sales out-lets at Bhuj, Mehsana, Palanpur, Himatnagar and

Godhra. and are also Dealers for M/s.Tata Motors Limited in the State of Punjab for the

Districts of Jalandhar, Kapurthala, Amritsar, Nawanshahr and Gurdaspur. The Company is

also having Dealership of Honda Motorcycle & Scooters (India) Pvt. Ltd., (HMSI) in

Gandhidham (Gujarat).

Today with a 1765 people strong family, Cargo Motors has become one of the most sought

after Transportation & Logistics companies in India. The fact is well endorsed by the

customers nationally. With a fleet of more than 270 vehicles including trucks, trailers, 32’ft

containers & LCVs and with a network of warehouses in major cities in India, Cargo Motors

offers a truly integrated  bouquet of total Logistics Services to its customers. We have our

Construction equipment division dealing in the TELCON construction equipments & spares.

We are also into hospitality industries with our own hotels & resorts.

Cargo Motors has a quality policy in place which ensures that each member of the Cargo

Motor family complies with the set quality norms. All the processes that we undertake have an

internal quality standard. Even our drivers are ensured to be compliant with the norms set

forth for safety, security and quality. The processes are thoroughly monitored and regularly

audited.

NETWORKS

CLIENTS

Cargo Motors Markets & Customers

Cargo Motors has been servicing more than 550 districts out of the total 602 districts in

India.The network is ever growing. Industry segments that Cargo Motors caters to right now

are:

Automobile

Textile & Fashion

Engineering & Manufacturing

Pharmaceuticals & Chemicals

IT Projects

Audio, Video & telecom

Public Sector

 

Tata Group  

Honda Scooters

 

 

John Derre

 

 

 

 

GM

 

Reliance

 

 

Aditiya Birla

 

 

Honda Motors

 

 

Apollo Tyres

 

 

Relience fresh

TATA MOTORS

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 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. Tata Motors is also expanding its

international footprint, established through exports since 1961. The company's commercial

and passenger vehicles are already being marketed in several countries in Europe, Africa, the

Middle East, South East Asia, South Asia and South America. It has franchisee/joint venture

assembly operations in Kenya, Bangladesh, Ukraine, Russia, Senegal and South Africa.

In May 2009, Tata Motors introduced 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. 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.

SMALL COMMERCIAL VEHICLES

LOAD VEHICLES

TATA ACE

TATA 207

PASSENGER VEHICLES

TATA Magic

TATA Winger

The Tata Ace is a mini-truck (similar to Japanese Kei truck) launched in May 2005 by Tata Motors in

India. It is in competition with the prevalent three-wheeled goods carriers from Bajaj Auto, Piaggio,

Mahindra and Force Motors.

History

In December 2000 Girish Wagh was given a brief by Ravi Kant to create a new light truck line that would add to Tata's current truck range. It was to be economical and to take on the three wheeled cargo auto rickshaws in the Indian market. Based on this brief Wagh approached users of three wheel cargo rickshaws and got their feed back on Tata's future four wheel cargo vehicle. The feedback indicated the need for a economical vehicle that could take light loads over short distances. Additionally the feedback also revealed that future owners would prefer owning a four wheeler cargo vehicle for the perceived prestige it would offer over a three wheeled vehicle.

Launch and reaction

Tata Motors launched the Ace truck in May 2005 for just above Rs 2 lakhs. The new vehicle was a big hit selling 100,000 in just 20 months. As of May 2010 Ace sold 500,000 in just 5 Years which created history in commercial vehicles Currently this truck is only offered in a single colour, white, to save time in the paint shop. Tata is building a new factory that will be able to turn out 250,000 a year starting this month.

Tata Ace

Manufacturer Tata Motors

Production 2005–present

AssemblyPune, India

Uttarkhand, India

Class mini truck

Body style(s) pickup truck

Engine(s) 0.7 L diesel I2

New segment

Tata Ace has created a new mini segment in India. Priced between 2.25 to 2.35 lakhs INR, the company aims to convert three wheeler users to 4 wheelers. One of the idea that has made the launch of this vehicle might be that the government policy in India not to allow HMVs (that are categorized by vehicles weighing above 3 tonnes) to enter cities after 7 p.m. to reduce traffic jams and pollution. TATA has found the gap in the market and released Ace. The 700 cc engine delivers a power of 16 hp (12 kW) at 3200 rpm and a torque of 3.8 m·kgf (37 N·m at 2000 rpm gives a tough competition to Piaggio's mini truck (3-wheeler). It has a permissible loading capacity of 750 kg (1650 lb). It also has a modern cabin compared to its three wheeler rivals. It is best suited for use by villagers in carrying goods over short distances. The project was headed and executed by Girish Wagh.

Manufacturing locations

The mini truck is now produced at the facility in Pantnagar, Uttarkhand although it was initially manufactured at Pune. The Tata Ace succeeded in creating an entirely new segment that competitors are known to be working on different models to compete against the Tata Ace.

A new higher variant Ace II has also hit the roads.

TATA has announced that their Mini Truck “Ace” has crossed the 1lakh units Sales in the Domestic Market in a Single Year 2009-10, selling 4 different variants.It is claimed that they are the first Commercial Vehicle to achieve this target in a Single Year.

“In 2009-10, the sales of the TATA Ace crossed the one lakh mark to reach 1,10,032 units. It has thus become India’s only goods commercial vehicle to achieve the milestone,” Tata Motors said in a statement.

The TATA Ace was launched in the Year 2005.

It recorded about 30,000 units sale in the year 2005-06, Sales increased drastically to more than double to about 70,000 units Sale in 2006-07,

Sales in 2007-08 was about 89,000 Units Sale,

A Slight decrease during 2008-09 to about 81,000 units.

And now at cool 1lakh plus units for the Year 2009-10.

TATA also exports to neighboring countries such as Nepal and Sri Lanka.

On parallel lines to Ace was created the TATA Magic in the year 2007.This has recorded a Sales of about 49,000 units during 2009-10 which was about 71% increase comparing to the previous year.

They have reported a Total sales of both Ace and Magic to be at 1,50,000 Units during 2009-10.

“The Tata Magic too is recording strong adoption in semi-urban and rural areas, and in 2009-10 its sales have touched close to 49,000 units, a growth of 71 per cent over the previous year,” the statement said.

VERSATILITY

The ACE can be conveniently used in cities as well as in rural areas. 12” tyres for the first time in its class give higher ground clearance and higher loading capacity – resulting in better performance on and off the road. The truck-like strength of the front and rear leaf spring suspensions coupled with the shock absorbers provide a smooth ride and great driving comfort. The rigid front axle is designed specially to weather Indian conditions. With a small turning circle of 8.6m, the ACE can be safely and easily navigated, both in narrow village streets and in dense city traffic.

SAVINGS

The performance of the engine as well as the comfortable conditions for the driver allow the ACE to travel over 500 kms in a day. Low operating costs and the versatility offered through features like its flat, large loading area and small turning radius, give a fantastic opportunity to earn higher business revenue and higher profits, everyday. All this with big Tata reliability make the ACE the best business partner for one and all.

STYLE

Car-like interiors and numerous accessories allow you to ride in style

Engine start and stop with key

Styled dashboard with tray, digital clock, radio fitment provision, utility tray and clearly visible instrument cluster

Lockable glove-box for keeping valuable documents

Easily accessible hazard warning switch for emergency

Horn pad on steering wheel

Twin wiper for safe driving in rain

A spare wheel attached to the lockable swing frame at the rear

PERFORMANCE

The 700cc engine delivers a power of 16 HP @ 3200 rpm and a torque of 3.8 mkg @ 2000 rpm. It is also eco-friendly and meets BS II and BS III standards. The water-cooled, twin -cylinder IDI engine has an overhead cam shaft, temperature sensitive cooling-system and rotary fuel injection pump, which together give high fuel efficiency and low-maintenance operation. This also translates to longer life and lesser downtime. With the lowest loading height of 675 mm, heavy loads can be conveniently placed in the load body. The 4-forward synchromesh +1 reverse gear box gives smooth gear shifting.

COMFORT

Several big and small features have been added to ensure comfort for the occupants, even on long rides. The fully-built sheet metal cab with doors, roof lining, floor mat for hear insulation and trims protect the occupants from rain, heat and cold. The ventillation ducts, winding door glass and rear windows ensure good ventilation and continuous air flow at leg and face level. Seats with soft cushion and back support ensure complete driving comfort.

Other Features:

- Sun visor for protection from direct glare

- Car like combi-switch with rotary switches for lamp and wiper control

- Control pedals, gear shift and parking brake ergonomically positioned for maximum comfort and easy access

- Higher door opening angle and low floor height for easy boarding

SAFETY

Designed and manufactured using high strength steel, the ACE meets all Indian safety norms - a novel feature in this class of vehicles. The ACE meets norms for frontal crash, roof crush, and rear wall strength - assuring the utmost safety of the driver and the co-driver. Seat belts are also provided for both occupants.

High braking performance is given through front disc brakes and rear drum brakes. Driving visibility is excellent through the large windscreen, window glasses, large overhead rear-view mirror and the large rear window. Large-sized, round headlamps with bright halogen bulbs provide excellent lighting for night driving. Reversing is made easy and safer with the help of a 2-box tail lamp with in-built reflector and the bright reverse lamp at the rear.

TATA ACE Bharat Stage II and III

ENGINE

Model : TATA 275 IDI NA BS-II (and BS-III)

Type : 4-stroke, naturally aspirated, indirect injection diesel engine

Max. Output : 16 hp @ 3200 rpm

Max. Torque : 3.8 mkg @ 2000 rpm

Displacement : 700 cc

Special Items : catalytic converter (only in BS III)

CLUTCH : Single plate dry friction diaphragm type

GEAR BOX : GBS 65-4/5.27

Type : Synchromesh (4 forward gears), Sliding mesh (reverse gear)

STEERING : Mechanical, variable ratio (20.5 to 24.5), 380 mm dia

BRAKES    

Type : Dual circuit hydraulically activated

Front : Disc brakes

Rear : Drum brakes (200 mm dia x 30 mm)

Parking Brake : Cable operated mechanical linkages acting on rear wheels

SUSPENSION    

Type : Parabolic leaf spring suspension at both front and rear

Shock absorber : Hydraulic double-acting telescopic type both at front and rear

WHEELS AND TYRES

Tyres   145R12 LT 8PR RADIAL

FUEL TANK   Capacity 30 liters

PERFORMANCE

Max. Speed : 64 kmph

Max. Gradeability : 16%

Grade restartability

: 15%

LOAD BODY    

Type : Pickup type. Hinged rear tail gate

Loading height : 675 mm

Load Body (external)

: Length � 2200 mm

  : Width � 1500 mm

  : Height � 300 mm

DIMENSIONS   All in mm

Overall Length (A)

: 3800

Width : 1500

Wheel base (D) : 2100

Overall height © : 1820

Track Front (E) : 1300

Track Rear (F) : 1320

Min Turning Circle Dia

: 8.6 m

WEIGHTS    

Max. GVW : 1550 kg

Kerb weight : 805 kg

: Driver + 1

Brings distances closer. Takes your business further.

Be it a relaxing trip with the family to tourist destinations, airport transfers or transport of delegates to corporate conferences, the Winger Maxi Van makes a perfect choice.

This spacious van not only provides a smooth ride, but also helps passengers arrive at their destination feeling fresh and relaxed

»

Winger

Power : 90 HP @ 4300 rpm

Available in Right Hand Drive

Driveline – Engine

 

Model TATA 483 DL TCIC

TypeWater-cooled, indirect injection, diesel engine with crankcase breather & oil separator with relief valve

Max Engine Output 90 HP @ 4300 rpm

Max Torque 190 Nm at 2000 - 3000 rpm

Capacity 1948 cc

Emission Norms Euro III

Gearbox

  Model Tata Minibus Gearbox. Synchromesh on all gears

  No of Gears 5 Forward 1 Reverse

Suspension

  TypeFront : Mc-pherson with strutRear: Parabolic leaf springs

  Shock Absorber Hydraulic at front and rear

Frame

    Monocoque structure

Brakes

  Service BrakeVacuum assisted independent hydraulic brakes on front and rear through tandem master cylinder

Clutch

  Type Single plate dry friction diaphragm type

 207 DI EX

Designed for urban and rural use, the The 207 DI

EX allows easy and extra loading, and offers

better stability and handling to the customer.

Built to last, the new TATA 207 DI EX offers

higher fuel efficiency, rugged stronger

suspension, larger clutch, and better

maneuverability along with power steering for a

better ride. In all the TATA 207 DI EX is packed

with high safety and handling characteristics.

The Extra Edge in your business

» Click on the "Details" for more information

207 DI EX

Power : 63 HP @ 2800 rpm

Drive : Available in Right Hand Drive and Left Hand

Drive

Available in single and crew cab version

Driveline - Engine

 

Model TATA 497 SP 27

Type Water-cooled, Direct Injection, Diesel

Max Engine Output 63 HP @ 2800 rpm

Max Torque 180 Nm at 1500-2000 rpm

Capacity 2956 cc

Emission Norms Euro II / Euro III

Gearbox

  Model GBS-76-5/4.1 with Overdrive Synchromesh on all gears

  No of Gears 5 Forward 1 Reverse

Suspension

  TypeFront : Double wishbone type with coil springs Rear: Semi elliptical leaf springs

  Shock Absorber Hydraulic double acting telescopic type at front and rear

Frame

   Ladder type cranked Frame with boxed section long members & welded cross members. Depth : 110 mm (max) width : 60 mm. Tow hooks at front and rear.

Brakes

  Service BrakeVacuum assisted independent Hydraulic Brakes on Front and Rear through Tandem Master Cylinder.

Clutch

  Type Single plate dry friction diaphragm type

Telcoline Petrol

Power : 135 HP @ 5630 rpm

Available in Left Hand Drive

Specification | Product shot

Driveline – Engine

 

Model TATA 486 PL 07

Type Water-cooled, gasoline multi point sequential fuel injection . 4 Valves / Cylinder

Max Engine Output 135 HP @ 5630 rpm

Max Torque 195 Nm at 3750

Capacity 2092 cc

Emission Norms Euro II

Gearbox

  Model G-76 - 5/4.1 with Overdrive Synchromesh on All Gears

  No of Gears 5 Forward 1 Reverse

Suspension

  TypeFront : Double wishbone type with Torsion bar Rear: Semi Elliptical leaf springs

  Shock Absorber Hydraulic double acting telescopic type

Frame

   Ladder type cranked frame with boxed section long members & welded cross members. Depth : 110mm (max.) width : 60 mm (max.)

Brakes

  Service BrakeVacuum Assisted Independent Hydraulic Brakes on Front and Rear Wheels Through Tandem Master Cylinder & Tandem Booster.

Clutch

  Type Single Plate Dry Friction Diaphragm Type

TATA ACE SWOT ANALYSISTATA ACE SWOT ANALYSIS

TATA ACE SWOT ANALYSIS

Tata Motors Limited, formerly known as TELCO (TATA Engineering and

Locomotive Company), is India's largest passenger automobile and commercial

vehicle manufacturing company. It is also the world's 5th largest commercial vehicle

manufacturer.

Strengths

Tata Motors is the largest truck manufacturer and second largest passenger vehicle

manufacturer of India. In addition, the company is the fifth largest truck manufacturer

in the world. Tata Motors produces a diversified range of vehicles catering to a wide

range of customers and is witnessing a constant growth in its sales.

Weaknesses

While many of its competitors have aggressively expanded into overseas markets,

Tata Motors has ventured into foreign countries only in the recent past. In addition,

the company is dependent on the Indian market, as nearly 83% of its sales were

generated from India in FY 2005/06.

Opportunities

In July 2006, Tata Motors made an industrial partnership agreement with fiat to share

the Indian facilities to manufacture vehicles, engines and transmissions for both

Indian as well as overseas markets. In August 2006, Tata Motors announced that the

company would venture into the Russian market by introducing commercial vehicles

and buses. Two months later, Tata Motors announced the launch of its passenger

vehicles in Ghana,

Threats

As Tata is a late entrant to the global market, stiff competition might put pressure on

the company's expansion plans. In addition, the foray of top global manufacturers into India

and other neighbouring countries has increased competitive pressures. Other factors

such as rising fuel and raw material costs, stringent emission norms and the related of

compliance can affect the company's performance, going forward.

SALES PROMOTION

Meaning of Sales promotion: An activity designed to boost the sales of products or service. It

may include an advertising campaign, increased public relation activity, a free-sample

campaign, offering free gifts or trading stamps, arranging demonstrations or exhibitions,

setting up competitions with attractive prizes, temporary price reductions, door-to-door calling

telemarketing, personal letters on the methods.

Categories of the sales promotion: The most common sales promotion strategies are to target

the audience of promotion such as consumer, trade and sales force.

Consumer Promotion

Trade promotion.

TATA WINGER

Whatever your need is, you can be sure of a first class performance from Winger Maxi Van - a

multi utility vehicle. International in looks yet 100% indigenous, this 9-13 seater passenger

vehicle offers the comfort of a car and the spaciousness of a bus. Moreover, the monocoque

construction ensures low levels of noise, vibration and harshness (NVH) just like cars. Above

all, as a diesel vehicle, Winger is in a class of its own because of its unmatched combination

of the following:

Innovative design

Abundant space

Dual AC

Low Maintenance

COMPETITORS OF TATA WINGER

Internal Competitor

TATA Sumo Grande

External Competitors

Toyota Innova

Chevrolet Tavera

Mahindra Xylo

Tempo Traveller

VARIANTS

TATA WINGER has many variants in the market like:

Standard: You can choose to carry 9, 12 or 13 passengers between cities, small towns

and villages.

Deluxe: A world of space and comfort is what makes the Winger Deluxe stand out.

Making it the ideal vehicle for travel by corporate and BPO employees, in metros and

cities. The Winger Deluxe offers 2 convenient options. You can choose from an AC

Flat Roof with Dual AC or a Non-AC High Roof version. It can carry 12 or 13

passengers, according to your preference.

Luxury: The Luxury version comes with a Dual AC for maximum cooling. It has 9

reclining buckets seats with individual arm rest and head rest. This configuration

ensures ample leg room and enough luggage space.

School Van: A comfortable ride for the little ones! The Winger School Van is here, to

make every ride smooth and enjoyable. A product of Tata Motors, India's largest

integrated automobile manufacturing company, Winger School Van is the perfect

choice for transporting your students to school and back home.

Ambulance: New Winger Ambulance from Tata Motors is a single stretcher

ambulance that offers extra safety, a smooth drive, and a 'within budget' price. It gives

you the freedom to redesign the interiors, for your own Hospital-on-Wheels. And it

comes in two variants - Flat Roof and High Roof.

Cargo: India’s first Delivery Van with Power Steering is here…to move your goods

smoothly.

Platinum: The Tata Winger Platinum is a luxurious 7 seater, designed to provide an

enhanced on-road experience with a perfect blend of comfort and space.

REVIEW OF LITERATURE

REVIEW OF LITERATURE

REVIEW OF LITERATURE

A literature review is a body of text that aims to review the critical points of

current knowledge on a particular topic. Literature reviews are secondary sources, and as such,

do not report any new or original experimental work. Reviews covering some of the areas

related to Brand Awareness Level Of Tata Winger Platinum are mentioned below:

Stephen W. McDaniel (1981) mentioned and concluded that the most significant and yet

seemingly ignored topics in the field of consumer behavior-consumer knowledge. In order to

aid the consumer behavior instructor, this concept is explored from the standpoint of how

knowledge is interwoven with many commonly used terms and theories in consumer behavior.

The synonymous use of knowledge with these other topics can be somewhat confusing to

students and teachers alike. Having an understanding of this situation minimizes the difficulty

of handling this topic in the classroom.

David E. Hansen (2003) mentioned and concluded that inspired by the observation that most

introductory marketing texts seem to contain an ever-growing list of facts and concepts, this

article describes a method that helps students develop a set of study skills that will improve

their learning and comprehension, as well as their grades. The method presented here is related

to traditional outlining, and it takes advantage of well-known findings in memory research to

sharpen students’study skills. By helping students develop a study routine based on rehearsal,

chunking, and elaboration of course material, both memory and comprehension are improved.

In two exploratory studies, students using the proposed method received higher test scores than

those using a more conventional approach. This method is recommended for students who

may not already have developed sound study skills or for those who may want to improve their

knowledge of the subject as well as their grades.

C. Robert Clark (2007) mentioned and concluded that We investigate the dominant role of

advertising - whether it provides information or changes consumers' brand perceptions - for a

wide range of product categories. For the empirical analysis, we assembled a panel data set

that combines annual brand-level advertising expenditures for over three hundred brands with

measures of brand awareness and perceived quality from a large-scale consumer survey.

Advertising is modeled as a dynamic investment in a brand's stocks of awareness and

perceived quality and we ask how such an investment changes brand awareness and quality

perceptions. Our panel data allow us to control for unobserved heterogeneity across brands

and to identify the effect of advertising from the time-series variation within brands. They also

allow us to account for the endogeneity of advertising through recently developed dynamic

panel data estimation techniques. We find that advertising has consistently a significant

positive effect on brand awareness but no significant effect on perceived quality.

Prasad A. Naik (2008) mentioned and concluded that Companies spend hundreds of millions

of dollars annually on advertising to build and maintain awareness for their brands in

competitive markets. However, awareness formation models in the marketing literature ignore

the role of competition. Consequently, we lack both the empirical knowledge and normative

understanding of building brand awareness in dynamic oligopoly markets. To address this gap,

we propose an N-brand awareness formation model, design an extended Kalman filter to

estimate the proposed model using market data for five car brands over time, and derive the

optimal closed-loop Nash equilibrium strategies for every brand. The empirical results furnish

strong support for the proposed model in terms of both goodness-of-fit in the estimation

sample and cross-validation in the out-of-sample data. In addition, the estimation method

offers managers a systematic way to estimate ad effectiveness and brands as well as

competitors' brands. Finally, the normative analysis reveals an inverse allocation principle that

suggests - contrary to the proportional-to-sales or competitive parity heuristics - that large

(small) brands should invest in advertising proportionally less (more) than small (large)

brands.

Michaela Draganska (2008) mentioned and concluded that combines annual brand-level

advertising expenditures for over three hundred brands with measures of brand awareness and

perceived quality from a large-scale consumer survey to study the effect of advertising.

Advertising is modeled as a dynamic investment in a brand's stocks of awareness and

perceived quality and we ask how such an investment changes brand awareness and quality

perceptions. Our panel data allow us to control for unobserved heterogeneity across brands

and to identify the effect of advertising from the time-series variation within brands. They also

allow us to account for the endogeneity of advertising through recently developed dynamic

panel data estimation techniques. We find that advertising has consistently a significant

positive effect on brand awareness but no significant effect on perceived quality.

L. M. Kathuria (2009) mentioned and concluded that Branding is one of the most important

factors influencing a product’s success or failure in the market and it can have a significant

influence on the perception of the general public towards the company owning the brand.

Brand loyalty not only represents the brand of the company but also the company itself. This

study has been conducted to know the brand awareness and brand loyalty of consumers

towards hair shampoos. The study highlights that the major sources of awareness for hair

shampoos are television advertisements, and friends and relatives. The study further highlights

that the important factors influencing brand loyalty towards hair shampoos are product quality

(dandruff removal, shine and silkiness, and ingredients), availability of the preferred brand and

brand image.

CHAPTER 3

NEED, SCOPE AND OBJECTIVES OF THE STUDY

CHAPTER 3

NEED, SCOPE AND OBJECTIVES OF THE STUDY

NEED, SCOPE AND OBJECTIVES OF THE STUDY

NEED OF THE STUDY

Today costumers are facing a growing range of choice in the different brands of products and

services. They are making their choice on the basis of their perceptions of brand, quality

service and value. The company has to adopt strategies to keep brand in consumer’s memory.

Strong brand awareness means easy acceptance of new products. Brand awareness is asset

which brand managers create and enhance to build brand equity. It is related to the nature and

features of product. Creating brand awareness with the use of advertising, promotion event

management etc. a different brand has different kind of awareness which retains recognition.

Brand awareness satisfies a need of the consumer. In today’s competitive business scenario

where every companies product is competing with each other retaining loyal customer is an

essence for which increasing the level of brand awareness is very vital.

SCOPE OF THE STUDY.

The scope of this study was limited to Jalandhar and Phagwara only and was conducted in

2010.

OBJECTIVE OF THE STUDY

The study has been conducted with the following objectives in mind:-

To judge the awareness level of the prospect customer.

To know how they are aware regarding the product.

To judge in which way they have developed the awareness.

To judge which promotional tool is effective to increase the awareness level among the

people.

To see whether brand awareness influences the buying behaviors or not.

What factors and variables of brand influence them to purchase.

To know how to maintain and improve brand awareness and to build brand loyalty.

STATEMENT OF THE PROBLEM

In the emerging knowledge based economy it has become necessary to know how much

market power lies with the brand name. The study of brand awareness is essential in

marketing planning. Customer needs and preferences keep changing where brands ultimately

command customer’s loyalty. The realistic side of the problem is to know the acceptance level

of the brand awareness towards the product. This study will help us to understand the brand

awareness and what problems are being faced by the consumers, to which appropriate

measures to be taken to solve the problems. This project has mainly been taken up to

understand the brand awareness, buying motives to ensure the “Brand awareness towards Tata

Winger Platinum” apart from this; it is to understand the new opportunities in the market for

the improvement of brand awareness and sales towards the products.

CHAPTER 4

RESEARCH

METHODOLOGY

RESEARCH METHODOLOGY

The study is conducted empirically using both primary and secondary data. Primary data was

collected with the help of well structured questionnaire. Around 100 potential customers were

surveyed to understand the brand awareness level of Tata Winger Platinum. All the persons

interviewed were in the age group above 25 years. It has been deliberately decoded to conduct

the survey among this age group because they are the people who are generally looking ahead

for the purchase of a four-wheeler. Many of these persons interested are either businessmen

or professionals; few of them are corporate managers also. The secondary data is collected

from Tata’s And Cargo Motors website and by going through their corporate records;

brochures and annual reports of the company along with their newsletters were used to

substantiate the information. The details about the four-wheeler market are collected from a

few specialized magazines like Auto India etc. to get information regarding the organization

and products.

RESEARCH DESIGN

Conclusion Oriented Research:-Research designed to assist the decision maker in the

situation. In other words it is a research when we give our own views about the

research.

Descriptive Research:-A type of conclusive research which has as its major objective

the description of something-usually market characteristics or functions. In other

words descriptive research is a research where in researcher has no control over

variable. He just presents the picture which has already studied.

SAMPLE DESIGN

Sampling can be defined as the section of some part of an aggregate or totality on the basis of

which judgment or an inference about aggregate or totality is made. The sampling design

helps in decision making in the following areas:-

Universe of the Study-The universe comprises of two parts as theoretical universe and

accessible universe

Theoretical Universe- It includes all the people throughout the universe.

Accessible Universe- It includes all the people in India.

Sample Frame-Sample frame refers from where the questionnaires are to be filled.

Our sample frame consists of family, friends and classmates.

Sample unit- Sampling unit is the basic unit containing the elements of the universe to

be sampled. The sampling unit of our study is all age group.

Sample size- Sample size is the number of elements to be included in a study. Keeping

in mind all the constraints 100 respondents was selected.

Sampling Techniques- The sampling techniques used are convience technique and

simple random sampling technique.

DATA COLLECTION AND ANALYSIS

Methods of Data Collection- Research work is exploratory in nature. Information has been

collected from both Primary and Secondary data.

Secondary sources- Secondary data are those which have already been collected by

someone else which already had been passed through the statistical process. Secondary

data has been collected through magazines, websites, newspapers and journals.

Primary sources- Primary data has been collected through questionnaires. The

questionnaire was mostly related to the brand awareness towards Tata Winger Platinum

on different feature such as the model, price, effectiveness of the brand etc.

Tools of Analysis and Presentation:-

To analyze the data obtained with the help of questionnaire, following tools were used.

Likert Scale: These consist of a number of statements which express either a

favorable or unfavorable attitude towards the given object to which the respondents are

asked to react. The respondent responds to in terms of several degrees of satisfaction or

dissatisfaction.

Weighted Average Score: This tool is used to calculate highest and lowest rank.

Tables: This is a tool to present the data in tabular form.

Percentage and Pie Charts: These tools were used for analysis of data.

LIMITATIONS OF THE STUDY

The limitations of the study are as follows:

Due to shortage of time available at disposal, we were not able to collect as much

information as needed for the study.

There may be untrue information provided by the respondents for the study.

Biasness in the responses of respondents may be there.

The sample may not be a true representative, as due to location factor, the respondents

may not be representative of the whole universe.

CHAPTER 5

DATA ANALYSIS AND

INTERPRETATION

CHAPTER 5

DATA ANALYSIS AND

INTERPRETATION

DATA ANALYSIS AND INTERPRETATION

Demographics

The Figure1 shows that the respondents are divided in age group of 18-25, 26-35, 36-45 and

above 46. The maximum number of respondents are from the age group of 26-35 ie 37

respondents.

The figure 2 shows the occupation of the respondents; we can see that maximum number of

respondents is self employed.

Questions

Q. Have you heard about Tata ACE?

Figure 1

The figure3 shows that 92% of the respondents are aware about the presence of Tata ace in

market.

Q Where have you heard about it?

Figure 2

In above figure we can observe that Television is a largest source of information for the

customer for this brand.

Q Why do you want to purchase this brand?

Figure 3

In the pie chart we can see that 52% of the buyers buy this product due to its mileage, price is

the second factor and in context of luxury it has very low performance in survey.

Q If you were to buy a new vehicle which means of finance would you prefer?

Figure 4

The chart shows that the maximum of respondents use bank loan as the mean of finance to buy the

TATA Ace.

Q. What was that single most important reason for initially buying the vehicle of this brand from this

dealer?

Figure 5

We can see that people prefer this dealer due to its after sale services and it is recommend by others,

location and advertise are also effective to some extent.

RECOMMENDATIONS OF THE STUDY

Recommendations are done on the basis of finding and analysis of data collected through

questionnaire:-

In order to promote sale in highly competitive auto market attractive schemes such as

cash discount, complementary gift, lucky draws, etc. can be given to the customers.

Customers should be contacted at a regular interval through phone calls and free

servicing of the cars to ask them if they are facing any problems with the car as

because post sale with the customers may be very important to maintain customer’s

satisfaction.

Advertising plays a very important role n increasing the awareness and in reminding

the customer about the products and services offered by Tata Winger platinum. Hence

advertisement about the firm and its products and services must be aired on local T.V

channels as well as in newspapers and magazines.

Since the people tends to forget the advertising of a particular product a reminder

message has to be enforced in a regular interval and in a proper media which would

reach a large number of potential customers.

As from the inference we can see that the most important criteria for selection of the

car is its performance which includes price, mileage, speed, braking efficiency,

maintenance, etc. There would be definite increase in the sale of the car if this point

would be looked into and improved.

CONCLUSION OF THE STUDY

Accomplishing this project on brand awareness was an excellent and knowledge gaining

experience for me. Despite small sample size for questionnaire this project helped me to know

the view of customer and common people towards the brand awareness of Tata Winger

Platinum. Brands are now a central feature of consumer marketing, they are important in

building long-term relationships with the consumer, irrespective of the type of market. Their

importance is now also being recognized in other markets including service and industrial.

Investing in a brand builds consumer confidence and loyalty and allows for brand stretching. It

requires a consistent and long-term strategy. Only a few brands have emerged as truly global.

In conclusion I would say that the brand (TATA WINGER PLATINUM) is quite known to

peoples. Tata Winger Platinum has built its brand awareness among a relatively large number

of people in an around Jalandhar and Phagwara. The customers are aware largely of the

product with the help of Television and Hoardings and the product still has a way to increase

its advertising channels to reach the relatively large number of people. The products

advertising in the hill stations around Jalandhar and Phagwara is relatively less and also its

awareness. At last I would like to thank my project co-ordinator “S. Manmohan Singh

(AGM)” and “Surinder Singh Rana (DSM)” or their guidance and support. I would also like to

thank all the people who have been so co-operative through out the survey.

REFERENCES

C. Robert Clark, Ulrich Doraszelski, Michaela Draganska (2007), Information or Persuasion?

An Empirical Investigation of the Effect of Advertising on Brand Awareness and Perceived

Quality Using Panel Data, Stanford University Graduate School of Business Research Paper

No. 1971, also available at http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1007571

David E. Hansen (2003), Using the Voeks Method to Improve Student Learning in Principles

of Marketing Classes, Journal of Marketing Education, Vol. 25, No. 2, 108-117 (2003)

DOI: 10.1177/0273475303254002, also available at http://jmd.sagepub. Com / cgi / content /

abstract/25/2/108

James U. McNeal, Stephen W. McDaniel (1981), The Role of Consumer Knowledge in the

Study of Consumer Behavior, Journal of Marketing Education, Vol. 3, No. 1, 37-41 (1981)

DOI: 10.1177/027347538100300111, also available at http://jmd.sagepub.com /cgi/ content/

abstract/3/1/37

L. M. Kathuria, Bhupinder Jit (2009), An Empirical Study on Brand Awareness and the

Factors Influencing Brand Loyalty Towards Hair Shampoos, The IUP Journal of Brand

Management, Vol. VI, Nos. 3 & 4, pp. 122-133, September & December 2009, also available

at http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1531572

Michaela Draganska, C. Robert Clark , Ulrich Doraszelski (2008), Can't Buy Me Love:

Investigating the Effect of Advertising on Brand Awareness and Perceived Quality Using

Panel Data, Stanford University Graduate School of Business Research Paper No. 1971R, also

available at http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1285722

Prasad A. Naik, Ashutosh Prasad, Suresh Sethi (2008), Building Brand Awareness in

Dynamic Oligopoly Markets, Management Science, Vol. 54, No. 1, pp. 129-138, January

2008, also available at Management Science, Vol. 54, No. 1, pp. 129-138, January 2008

Annexure-1

Questionnaire

CONSUMERS PERCEPTION TOWARDS TATA ACE

I Shivani Dadwal student of MBA Ist year of Satyam Institute of Management and technology

conducting a survey on “CONSUMERS PERCEPTION TOWARDS TATA ACE” as a

part of my curriculum. You are requested to fill this questionnaire. I ensure you that the

information would be kept confidential.

DEMOGRAPHIC PROFILE:

Name: …………………………………………………………….

Age

18-25

26-35

36-45

Above 46

Gender:

Male Female

Contact No: ………………………………………………………..

Occupation:

Employee Self Employed Other

QUESTIONS:

Q1.Have you heard about Tata ACE?

YES NO

Q2. Where have you heard about it?

A. Television C. Hoardings E. Newspaper

B. Internet D. Friends F. Other

Q3. How often have you heard or seen it?

Many times Sometimes Never

Q4. Why do you want to purchase this brand?

A. Mileage C. Price E. Safety Feature

B. Comfort D. Luxuries F. Other

Q5. If you were to buy a new vehicle which means of finance would you prefer?

A. Bank Loan C. Cash Payment

B. Employee Loan D. Car Loan

Q6. Please rank the features priority while making buying decision for a four wheeler

(1 for most preferred and 6 for least preference)

A. Look C. Maintenance E. Price

B. Safety Features D. Mileage F. Comfort

Q7. Which of the following facilities/services do you expect from dealer?

A. Informative Salesman C. Discount E. Quick Service

B. Finance Facility D. Accessories F. Spares Part

Q8. What are the attributes of Tata ACE?

Please Rank 5-Very Low, 4-Low, 3-Medium, 2-High, 1-Very High

ATTRIBUTES DEGREE OF IMPORTANCE

Prices

Style

Maintenance

Fuel Efficiency

Comfort

Safety

Q9. Why did you prefer Tata ACE?

A. Need C. Comfort

B. Status D. Business

Q10. What was that single most important reason for initially buying the vehicle of this brand from this

dealer?

A. Advertisements C. Recommended by others

B. Location D. After sale service

BIBLIOGRAPHY

www.automobiles.com/page_a.asp

www.google.com

www.indiamotors.com/000009.html

www.indiamodels.org/india/lightweight.htm