A Feedback survey of customers of scv & Promotion of TATA Super ACE for captive users

Submitted toIndian Institute of Planning and ManagementNew Delhi

Masters In Business Administration July-Sept 2010-12Under the Guidance ofMr Amarendra Jha

For the Summer Internship atTATA MOTORS

Submitted by Suraj Kumar

CONTENT

Serial No Topic

Page No.

Evaluation Report Certificate Of Originality Acknowledgment Executive Summary Industry Profile Introduction Organisation Profile Product Introduction

EVALUATION REPORTSUMMER INTERNSHIP 2010-12

Name of the Student:Suraj KumarYear and Roll No:2010-2012 Fk1Name of the Company:TATA MOTORS LIMITEDName of the training Supervisor:Amarendra JhaDesignation of the training supervisor:Territory Sales Manger CVBU-SCV-Cargo (sales)Area of Training:Jamshedpur(Tatanagar,Jharkhand)

Certificate of Originality

This is to certify that the Summer Project titled A Feedback Survey Of Customers of SCV & Promotion Of Tata Super Ace for Captive Users is an original work and is being submitted in partial fulfillment for the award of the Masters in Business Administration. This Summer Project report has not been submitted earlier either to this university or to any other affiliated college of this university or to any other university / institution for the fulfilment of the requirement of the MBA Course.

Signature of StudentSuraj KumarPlace:JamshedpurDate: 15th Sept 11

ACKNOWLEDGEMENT

Learning is a continuous process; the more you learn the more is there to learn. In this learning process you meet several people of the universe, and each and every person gives you something to learn, which all pile up together to become an experience.

So in the same manner, I got to learn a lot during my Summer Internship Project. At this moment of substantial enhancement of my knowledge, I find no word to express my gratitude towards those who helped me directly or indirectly in making this report successful. I am indebted and thankful for the assistance received from various individuals, specially the respondents who supported me by answering my questions without any hesitation. They have truly been a sport, and without their co-operation this was not possible. Therefore I pay my sincere gratitude to all the respondents.

I extend my sincere gratitude to Mr. Amarendra Jha (Territory sales manager) Jamshedpur of TATA MOTORS Ltd. For his constant encouragement and guidance that has been instrumental in large measure on the success of the project.

Last but not least I would like to thank our Father Director Mr. Ashok Joshi & my friends who guided me in the completion of this project.

Suraj Kumar

Executive SummaryTATA MOTORS is Indias foremost vehicle manufacturer with a countrywide network of factories and marketing offices. TATA MOTORS has made significant contributions to the nation building process by way of quality products, services and sharing expertise. Its commitment to sustainable development, its high ethical standards in business dealings and its on-going efforts in community welfare programmers have won it acclaim as a responsible corporate citizen. TATA MOTORS brand name is synonymous with vehicle and enjoys a high level of equity in the Indian market. It is the only vehicle company that figures in the list of Consumer Super Brands of India.

For my research, I applied random sampling, the area was the entire Jamshedpur (East & West). There were 40 respondents from different areas of Jamshedpur District. Both primary and secondary data were collected and survey method was used for collection of the data. By this research, I came to know that spare part shops, mechanicals, and drivers are playing vital role in the promotion of SUPER ACE by spreading word of mouth publicity. SUPER ACE captures more than 52% of the market share. TATA MOTORS also provides better services to the customers in comparison to the other SCV competitors. However to capture more market share TATA MOTORS should target the Influencers which includes spare part shops, mechanicals and drivers by introducing attractive schemes .

TATA MOTORS should focus on FMCG, FMCD, IRON&STEEL, CONSTRUCTION, CNF and BEVRAGES who are major buyers of SUPER ACE. Besides the company should put more stress on advertisement & promotional activities to come at par with the competitors.

Chapter-1Industry Profile The Indian Automobile Industry (IAI) has witnessed rapid change and growth , with new projects coming up regularly and vast technological changes coming up every year. Several Indian automobile manufacturers have spread their operations globally. Major players are expanding their plants and focusing on mass customization and mass production. Indian Automobile industry is growing at a pace of 18% per annum. Gross turnover of the Automobile Industry Stood at us $ 38.2 Billion in 2008-09 and is growing rapidly ever since. Between 200405 and 20092010, automobile production increased from 9.7 to 14 million units which is likely to double in the near future. Exports more than doubled in five years to 1.8 million units in 20092010 from 0.8 million units in 200405. 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 over 60% of the Indian commercial vehicle market. Indian market is a hot destination to global players like Volvo, General Motors and Ford.During April-February 2011, overall automobile exports registered a growth rate of 30.62 percent. Passenger Vehicles registered decline and the growth rate was (-) 0.86 percent in this period. Commercial Vehicles, Three Wheelers and Two Wheelers segments recorded growth of 72.82 percent, 59.29 percent and 36.97 percent respectively during April-February 2011. In February 2011 compared to February 2010, overall automobile exports registered a growth of 27.57 percentAutomatic approval for foreign equity investment upto 100 per cent of manufacture of automobiles and component is permitted.The automobile industry is delicensed AND Import of components is freely allowed.

Rankings Of Indian Automobile Sector :Worlds largest Three Wheeler MarketWorlds largest Two wheeler manufacturerWorlds largest motorcycle manufacturer is in India ( Hero Honda)Worlds 2nd- largest two wheeler marketWorlds 2nd largest tractor manufacturerWorlds 4th largest commercial vehicle marketWorlds 5th largest commercial vehicle manufacturer Worlds 5th largest bus and truck market ( by volumes)Asias 3rd- largest passenger vehicle marketAsias 4th largest car market (India just crossed 1 million mark)

Worlds 9th largest Automobile Industry

Segment Wise Breakup:

Major Players:

CompaniesSegments

Ashok Leyland LCVs, M&HCVs, buses

Bajaj Auto Two and three wheelers

Eicher Motors LCVs, M & HCVs

Force Motors MUVs and LCVs

Hindustan Motors Cars, MUVs and LCVs

Mahindra & MahindraThree wheelers, cars, MUVs, LCVs

PiaggioThree wheelers, LCVs

Swaraj Mazda LtdLCVs, M & HCVSs, buses

Tata Motors LimitedMUVs, LCVs, M&HCVs, buses

Volvo India M & HCVs, buses

MUVs: Multi utility vehicles; LCV: Light commercial vehicles; M&HCVs: Medium and heavy commercial vehicles

Major Players (Figures)ASHOK LEYLANDBAJAJ AUTOHERO HONDAMARUTI SUZUKITATA MOTORS

Revenue60,30784,460.30125,398217,811717,378

PAT19005374.812817.612317-24,650

EPS Ratios1.42837.02864.18842.484-56.875

PE Ratios28.9356.0920.09NANA

Net Profit Margin %4.546.0113.26NA0.8

Current Ratio1.480.940.491.611.02

Debt to Equity Ratio0.560.882.070.0850.66

ROI %4.1816.8135.2112.07-7.84

Dividend Yield %1.781.070.980.250.77

Payout Ratio70.0259.4131.168.24NA

Chapter -2

Introduction

2.1 Background of the StudySCV segment is the fastest growing segment in the country as well as around the world. There are two types of SCV, CARGO & PASSENGER. The vehicles which are used for transporting goods and commodities are called cargo and the vehicles which carry passengers is called passenger vehicle. Cargo and passenger both are available in three wheeler as well as four wheeler in the market. Customers choose vehicle according to their needs. There are number of companies who manufacture SCV like Tata, Piaggio, Bajaj, Mahindra and Force. However this SCV segment with four wheeler was first introduced in the market by Tata Motors.2.2 Need of the StudyThe main motive of any business is to earn profit as much as possible and this can be possible only if the product manufactured by the company is completely sold in the market and the company is able to gain the total profit. This research is important because it help to know the feedback of the customers. It will also help the company to understand the consumer buying behaviour and the main factors which forces the customer to select a particular vehicle brand which will further help the company to know their shortcomings if they have and to increase the sale of their vehicle.

2.3 Objectives2.3.1 General ObjectiveTo know the customers feedback from captive users of TATA SUPER ACE. 2.3.2Specific Objective1. To know customers feedback from all existing SCV users.2. To know feedback from captive users of Super Ace.

Chapter-3Research Methodology

2.1 Research designDescriptive and Exploratory research design will be used to conduct this research. Descriptive research design will help to know the perception of influencer during the purchase of a particular brand of vehicle. And it is also important to explore the various factors which can attract them during the purchase of vehicle.2.2 Research tools and techniques Communication approach was basically structured questioning, that is personal interview with the aide of printed questionnaires. To serve the purposes, only one type of Questionnaire for all the categories of respondents are being used as to gain maximum relevant information within minimum time. Both qualitative and quantitative technique was used. Qualitative technique was used to understand the perception of the spare parts shops and mechanicals. Quantitative technique was used to determine the percentage of user of different brands of vehicle i.e. brand preferences among users.2.3 Sample designCluster sampling was used to conduct this survey as it is impossible to determine the total number of SCV users. In this research cluster sampling (Probability sampling) has been used from which 40 samples has been selected randomly. Apart from that snowball sampling technique has been used because it was difficult to find out the users in a geographically large area. For this research sampling unit was dealers, sub dealers and retailers. The size of sample was 40 for this research. And Jamshedpur district was the universe for this research.2.4 Source of dataAs for the data it was essential to depend upon both primary and secondary.2.4.1 Primary dataPrimary data was collected in the fields directly from the respondent with the help of questionnaire and schedule prepared for this purpose.2.4.2 Secondary dataSecondary data like, history of TATA MOTORS has been collected from the following sources. Magazines Company websites Reports2.5 Method of data analysisData has been analyzed with the help of MS-EXCEL through pie chart, bar chart and column chart

2.6 Constraints of the study1. Extreme hot weather.2. Difficult to convince respondents.3. Time and Money was another constraint of the study.

CHAPTER 4Organization profileTata Motors is Indias largest automobile company, with consolidated revenues of USD 20 billion in 2009-10. It is the leading commercial vehicles manufacturer and among the top three in passenger vehicles. Tata Motors has products in the compact, midsize car and utility vehicle segments. The company is the world's fourth largest truck manufacturer, the world's second largest bus manufacturer, and employs 24,000 workers. Since first rolled out in 1954, Tata Motors has produced and sold over 4 million vehicles in India. Established in 1945, the company began manufacturing locomotives. The company manufactured its first commercial vehicle in 1954 in collaboration with Daimler-Benz AG, which ended in 1969. Tata Motors is the dual listed company traded on both the Bombay Stock Exchange, as well as on the New York Stock Exchange. Tata Motors in 2005 was ranked among the top 10 corporations in India with an annual revenue exceeding INR 320 billion. In 2010, Tata Motors surpassed Reliance to win the coveted title of 'India's most valuable brand' in an annual survey conducted by Brand Finance and The Economic Times.Tata Motors has auto manufacturing and assembly plants in Jamshedpur, Pantnagar, Lucknow, Ahmadabad, Sunland, Dharwad and Pune in India, as well as in Argentina, South Africa and Thailand.4.1 VisionBest in manner in which we operate, best in product we deliver& best in our value systems & ethics.Tata Motors is committed to maximizing customer satisfaction and services to achieve the goal of excellence by continual improvement through ongoing design and development, manufacture and sale of reliable, safe, cost-effective, quality products and services of international standards, by using environmentally sustainable technologies for improving levels of efficiency and productivity within its plants and ancillaries.

4.2 MissionTo become the world class automotive engineering & product development Centre and enable Tata Motors to become world class automotive company a) Leadership- Maintain our relationship of the Indian vehicle industry throughout continuous modernization and expansion of our manufacturing facilities and activities, and through the reestablishment of a wide and efficient network.b) Profitability-Achieve a fair and profitable return on capital by promoting productivity throughout the company.c) Growth-Ensure a steady growth of business by strengthening our position in the vehicle industry.d) Quality-Maintain high quality of our products and services and ensure their distribution at fair prices.e) Equity-Promote and maintain fair industrial relations and an environment for the effective involvement, welfare and development of staff at all levels.f) Responsibility-Fulfill our obligation towards society, especially in areas of integrated rural development and in safeguarding the natural and ecological balance.

4.3 Product Portfolio Of TATA MOTORS :

TATA PRIMA A CONCEPT CAR tata aria a concept car

TATA XENON A UTILITY VEHICLE land rover - A UTILITY VEHICLE

TATA INDICA a passenger vehicle TATA STARBUS- A COMMERCIAL VEHICLe

4.4 ACQUISITIONS

In 2004 Tata Motors acquired Daewoo's truck manufacturing unit, now known asTata Daewoo Commercial Vehicle, in South Korea.

In 2005, Tata Motors acquired 21% ofAragoneseHispano Carroceragiving it controlling rights of the company.

In 2007, Formed a joint venture withMarcopoloof Brazil and introduced low-floor buses in the Indian Market.

In 2008, Tata Motors acquired BritishJaguar Land Rover(JLR), which includes the Daimler and Lanchester brand names.

In 2010, Tata Motors acquired 80% stake in Italy-based design and engineering company Trilix for a consideration of 1.85million. The acquisition is in line with the companys objective to enhance its styling/design capabilities to global standards.

4.5 Management - Tata Motors

NameDesignation

Ratan N TataChairman / Chair Person

Carl-Peter ForsterManaging Director & CEO

R GopalakrishnanDirector

S M PaliaDirector

S BhargavaDirector

V K JairathDirector

Ralf SpethAdditional Director

NameDesignation

Ravi KantVice Chairman

P M TelangManaging Director

N N WadiaDirector

R A MashelkarDirector

N MunjeeDirector

Ranendra SenIndependent Director

4.6TATA MOTORS ActivitiesCSR activities: Employability- 1085 youth from areas adjacent to the Companys plants, were trained in various technical and vocational trades. At the new plant location of Singur alone, over 350 local youth have been trained in partnership with the government and the social sector, enhancing their employability. As a part of its skill development programme, the company has identified 10ITIs across the country to upgrade their facilities and enhance the relevance of their programmes to industry needs. Of these four it is have been covered in 2007-08. In addition as a part of the companys women empowerment programme 1058 women have been trained in manufacturing food products and utility items, sewing and beautician courses.

Health-Curative and preventive health services were provided to over 92390 persons through the companys community health programmes. In Jamshedpur, 374 individuals benefited from cataract operations conducted free of cost. Special country-wide programmes were conducted for drivers during service camps. 12 hand pumps were installed and 3 wells were repaired, ensuring clean drinking water supply for over 3500 villagers. Tanker facilities were deployed during summer months to meet drinking water requirements of rain-parched rural areas in Pune district, Maharashtra.

Education- Shiksha Prasar Kendra, a TATA Motors society at Jamshedpur supported 18000 students from across 33 schools. Scholarships for higher studies were awarded to 375 students. Extracurricular activities were organised in 31 schools in which over 4300 students participated. Infrastructure was improved at 13 schools, promoting higher education for 2000 children from over 25 villages. This includes a computer lab at Beriberi High school at Singur in West Bengal Environment- over 175242 saplings has been planted with an 80% survival rate. Community irrigation wells and check dams have been constructed at villages near pune, augmenting incomes of families through improved irrigation. In Jamshedpur, 85 acres of land has been brought under irrigation and tree plantation has extensively been carried out in over 152 acres.

Medical assistance-It provides various forms of medical assistance to those living in surrounding villages as well as towns.

4.7Physical/ Geographical boundaries Jamshedpur DistrictJamshedpur is the largest urban conglomeration in the state of Jharkhand, India. Jamshedpur is a planned industrial city of India, founded by the late Jamshedji Nusserwanji Tata. It is also known as Steel City, Tata agar or simply Tata. Jamshedpur is the headquarters of the East Singhbhum district of Jharkhand. It has a population of 1.1 million (according to the 2001 census) and ranks 28th among the 35 million-plus cities in India. It is located on the Chhota Nagpur plateau and is surrounded by Dalma Hills. The city is bordered by the rivers Subarnarekha and Kharkai on the north and west parts of the city. Jamshedpur is a major industrial centre of East India. It houses companies like Tata Steel, Tata Motors, Tata Power, Lafarge Cement, Telcon, BOC Gases, Tata Technologies Limited, Praxair, TCE, TCS, Timken India, Tinplate and many more. It is home to one of the largest industrial zones of India known as Adityapur which houses more than 1,200 small and medium scale industries. Jamshedpur was declared the 7th cleanest city of India for the year 2010 according to survey by the Government of India. In a survey in the year 2007, Jamshedpur was declared the 7th richest city of India. The survey was conducted on the basis of the percentage of population whose annual income is more than 1 million Rupees.4.7.1Geography:Jamshedpur is located at 2248N 8611E / 22.8N 86.18E / 22.8; 86.18. It has an average elevation of 135metres (442ft). Jamshedpur is located in a hilly region. Jamshedpur occupies about 2.03% of the total area of Jharkhand. Total geographical area of Jamshedpur is 149.23km square.Jamshedpur has a temperate climate, a tropical wet and dry climate. Summers start in mid-March and can be extremely hot in May and June. The temperature variation during summer is from 35 42 C although the city has witnessed temperatures higher than this. The minimum temperature during winters is 8 C. The best time to pay a visit to the city is between October and April. During these months, the city even receives migratory birds. The climate of Jamshedpur is marked by south-west monsoon. Jamshedpur gets heavy rainfall from July to September and receives about 1200mm of rainfall annually.

Basic demographic profile:

As of 2001 India census, Jamshedpur had a population of 1,134,788 and ranks 28th among the 35 million-plus cities in India according to the census 2001. Males constitute 53% of the population and females 47%. Jamshedpur has an average literacy rate of 83%, higher than the national average of 59.5%. In Jamshedpur, 11% of the population is under 6 years of age.The conversational language is Hindi. However tribal languages like Santali and Ho are also spoken in city outskirts. The population is multi-ethnic owing to migration of people from all over the country to work in the numerous industries present in the city.Major festivals celebrated include Makar Sakranti, Baha, Mage, Easter, Durga Puja, Deepawali, Holi, Christmas, Id-ul-Fitr, Id-ul-Zuha and Chhath, Shabbebarat. Durga Puja by far is the biggest festivity of the city and with nearly 300 communities Pujas Jamshedpur probably comes only second to Kolkata in Durga Puja.

FINANCIAL PERFORMANCE SUMMARY

(Rs. in crores)

Company Tata Motors Group

2009-10 2008-09 2009-10 2008-09

A FINANCIAL RESULTS

(i) Gross Revenue 38,364.10 28,568.21 95,567.42 74,093.31

(ii) Net Revenue

(excluding excise duty) 35,593.05 25,629.73 92,519.25 70,880.95

(iii) Total Expenditure 31,414.77 23,877.29 83,905.09 68,684.45

(iv) Operating Profit 4,178.28 1,752.44 8,614.16 2,196.50

(v) Other Income 1,853.45 925.97 1,793.12 798.96

(vi) Profit before Interest,

Depreciation, Amortization,

Exceptional

items & Tax 6,031.73 2,678.41 10,407.28 2,995.46

(vii) Interest and

Discounting Charges (Net) 1,103.84 673.68 2,239.71 1,930.90

(viii) Cash Profit 4,927.89 2,004.73 8,167.57 1,064.56

(ix) Depreciation,

Amortisation & Product

Development Expenses 1177.90 925.71 4385.33 2854.52

(x) Profit / (Loss) for

the year before Exceptional

items & Tax 3,749.99 1,079.02 3,782.24 (1,789.96)

(xi) Exceptional items 920.45 65.26 259.60 339.29

(xii) Profit / (Loss)

Before Tax 2,829.54 1,013.76 3,522.64 (2,129.25)

(xiii) Tax Expense 589.46 12.50 1,005.75 335.75

(xiv) Profit / (Loss)

After Tax 2,240.08 1,001.26 2,516.89 (2,465.00)

(xv) Share of Minority

Interest and Share of

Profit/(Loss)

in respect of investments

in associate companies - - 54.17 (40.25)

(xvi) Profit / (Loss)

for the year 2,240.08 1,001.26 2,571.06 (2,505.25)

(xvii) Balance Brought

Forward from Previous

Year 1,685.99 1,383.07 (1,553.66) 1,764.12

(xviii) Credit taken for

Dividend Distribution Tax

for Previous Year - 15.29 - -

(xix) Amount Available

for Appropriations 3,926.07 2,399.62 1,017.40 (741.13)

B APPROPRIATIONS

(a) Debenture Redemption

Reserve 500.00 267.80 500.00 267.80

(b) General Reserve 500.00 100.13 520.32 138.20

(c) Other Reserves - - 13.08 41.95

(d) Dividend (including tax) 991.94 345.70 1,001.85 364.58

(e) Balance carried to

Balance Sheet 1,934.13 1,685.99 (1,017.85) (1,553.66)

Chapter 5PRODUCT INTRODUCTION

COMMERCIAL VEHICLES

I was working with the Commercial Vehicle- Cargo Unit of Tata Motors which dealt with Small Commercial Vehicles. Small Commercial Vehicle is divided into Cargo and Passenger. SCV Cargo comprises of TATA ACE, 207 RX, WINGER CARGO & ZIPSCV Passenger comprises of TATA MAGIC, WINGER, PLATINUM, VENTURE& IRIS

TATA SUPER ACE

Super Ace was launched in Mumbai in September 2009, and the launch was later extended to Jamshedpur ( Jharkhand) in December 2010. Important Vehicle features include top speed of 125 kmph for faster turnaround , higher acceleration/ pick-up, comfortable cabin and long length of cargo deck to carry voluminous loads At the instance of the LOB ( Line of Business) a market survey on Super Ace conceptualized in Jamshedpur (Jharkhand)., where the acceptance of Super Ace has been better than that of Tata Ace.

4 MODELS OF TATA ACE: ACE HT Ace EX ACE CELEBRATION SUPER ACEThe major difference between each model is its loading capacity. Ace HT has a passing of 750kg, ACE EX has a passing of 815kg and Super Ace has a passing of 1 ton.

New Model of TATA ACE: TATA ACE ZIP

The ACE family has just gotten bigger with the entry of its smallest member. Though tinier than its heavy duty Super Ace and ACE EX cousins, the Tata Ace Zip is a small but smart micro truck with a payload capacity of 600 kg. Built for deeper door-to-door penetration, the Ace Zip has the agility to navigate narrow by-lanes owing to its small turning radius of just 3.5 metres making it apt for both urban and rural use.The only sub-600 kg mini van to house water cooled engine, the Ace Zip is built to cover long distances with ease and is hence suitable for varied application. The new Tata Ace Zip comes with a warranty of 36,000 km/ 12-month, whichever is earlier and its BSIII version is priced at Rs. 1.90 lakh, ex showroom Thane (without octroi).Commenting on the launches, Mr. P M Telang, Managing Director - India Operations, Tata Motors, said, With the introduction of the Tata Magic IRIS and the Tata Ace Zip the company will more comprehensively address the burgeoning need of public transportation and goods movement. Their quality, affordable pricing and competitive maintenance cost throughout the life-cycle will further foster self-employment in the count

Market Survey on Super AceBackground1. Super Ace was launched in Mumbai in September 2009, and the launch was later extended to Jamshedpur ( Jharkhand) in December 2010. Important Vehicle features include top speed of 125 kmph for faster turnaround , higher acceleration/ pick-up, comfortable cabin and long length of cargo deck to carry voluminous loads.

2. At the instance of the LOB ( Line of Business) a market survey on Super Ace conceptualized in Jamshedpur (Jharkhand)., where the acceptance of Super Ace has been better than that of Tata Ace. The Objective of the survey was to obtain Customer Feedback on Super Ace.

3. The questionnaire for the survey was designed and the survey was conducted. Data collected from the respondents were then analyzed and a report for the same was prepared.

4. A total of 40 customers of Super Ace were interviewed in the survey. The sample size is relatively small, but in relation to the vehicle sales and sales spread, it is perhaps reasonable. Ownership Pattern of customers interviewed giving details of number of Super Ace owned by each customers are given below.

No. of Vehicles

Owned by no.of customers

138 customers

22 customers

Competitors:

Mahindra Maximo Force Trump 40 Tata Ace

Maximo Apetruck

Tata Ace Force Trump 40

Analysis Of The Questionnaire

1. Driving Pattern : Customers were asked whether Super Ace is driven by them , or by a hired driver , or both.

Vehicle driven byMentioned by

Self 45%

Driver18%

Both37%

From the above figure we can clearly conclude that the majority of the respondents (45%) drive their vehicles themselves. Only 18% respondents have appointed a driver and 37% respondents drive it themselves as well as hire a driver.

2. Reasons for purchase of Super Ace Unprompted : Customers were asked for an unprompted response on reasons for purchase of Super Ace. Reasons stated by them are summarized in the table below , were frequency of mention is indicated for each reason.

ReasonMentioned By

High loading capacity9

Attractive appearance8

Suitable for business8

Brand name7

Good pick-up5

Recommended by friend1

Recommended by dealer2

From the above figure we conclude that out of 40 respondents, a majority of 9 respondents answered high loading capacity as the main reason of purchase of Super Ace, followed by 8 respondents each of attractive appearance and suitable for business. 7 respondents of Super Ace answered that the Brand Tata was the reason for the purchase of the vehicle.5 respondents answered that the good pick up of the vehicle was the reason for the purchase and only 3 respondents said that they purchased the vehicle since it was recommended by family or dealer .

Thus the major spontaneously mentioned reasons for purchase of Super Ace include high loading capacity , attractive appearance and the brand name of TATA..

3.Reasons for purchase of Super Ace prompted: To validate the unprompted response on purchase reasons, a prompted question was asked. Customers were given a pre determined list of possible purchase reasons which might have influenced their purchased decision in favour of Super Ace and were asked to rank the 5 most important reasons in the order of priority. The higher the rating the greater will be the importance of the feature. In the table below purchase reasons are listed in the declining order of importance.Reason

Mentioned by ( No.)

Good Pick up11

Powerful Engine4

Comfortable to Drive2

High Mileage5

High Speed6

High Loading Capacity12

Safe Vehicle5

Brand Name7

Spacious Cabin3

Lower Maintenance Cost5

Reasonable Price4

Better Gradeability2

Efficient Braking0

Large Tyre Size3

Easy Availability Of Spare Parts6

Suitable for long distance7

Recommended by Dealers1

Recommended by Others2

4. Prior Vehicle Ownership Customers of Super Ace were asked to provide details of their vehicle ownership prior to purchase of Super Ace. Data collected from them shows that : i) Most customers did not own any vehicle prior to purchase of Super Ace ie. Super Ace was their first vehicle purchased ii) A few customers who were vehicle owners before purchase of Super Ace, owned large 3 wheelers ( M&M Champion, Force Minidor) or Minitrucks (Ace)

Response on prior vehicle ownership is summarized below :Type Of Vehicle

Owned By (No of Customers)

Small three wheeler4 no.

Large three wheeler2no.

Mini-truck3 no.

From the above figure we conclude that a maximum of 4 respondents have owned small three wheelers, followed by mini truck and then large three wheelers.

5.Type of Operation:Table below summarizes data on the kind ofoperation of Super ACE , and shows that vehicles are principally used forhire-and reward, while some of them are also used for captive use.

Type of OperationMentioned by (no. of respondents)

Hire-and-Reward30

Captive Use10

From the above figure we conclude that majority of the respondents (75%) operate on Hire and Reward pattern and only 25% respondents use Super Ace only for their personal use or business. These are called Captive Users.

6.Purchase pattern: Customers of Super ACE were asked to specifythe month and year of their purchase of the vehicle. Based on informationcollected purchase pattern of Super ACE has been drawn up which gives details of month / year of purchase and is given below:

Purchase Month / Year

No. of Vehicles Purchased

December 20107

January 20116

February 20115

March 20118

April 20115

May 20115

June 20114

From the above figure we conclude that the highest sale was observed in March 2011. The sale has been fluctuating every month and has been lowest in June 2011.A maximum of 8 Super Ace has been sold in March and a minimum of 4 Super Ace has been sold in June 2011. 7.Goods transported on Super ACE : Important commoditiestransported in Super ACE are listed below, along-with the number of respondents who named each commodity: (multiple-response)

Commodity

Mentioned by (no.)

Medicines17

FMCG5

Steel products5

Shoes4

Plastic goods4

Raw materials2

Fruits2

Lubricants1

Paints / Chemicals1

Batteries1

Cattle Feed1

Milk1

Seeds1

Tools1

Medicines are thus most commonly transported in Super ACE. Super Ace is an application based vehicle which is used for carrying lighter goods namely medicine, apparels, shoes, raw material etc.

8.Route of Operation: Respondents were asked to name the route onwhich Super Ace operates most often. Data on routes mentioned by them is them is summarized in table below:

Route of Operation

Mentioned by(no.)

Within the city28

Inter-city8

Inter-state4

After the survey we found out that out of 40 respondents, around 28 respondents travel and operate within the boundaries of the city. 8 respondents travel to other cities, town or districts as well: namely Hazaribaug,Dumka,Musabani,Saraikila,Kharsawa,Ranchi,Bokaro,Dhanbad etc. 4 respondents travel to other state as well namely West Bengal, Orissa, Bihar etc.Though it is well suited for long distance, respondents prefer operating within the city.

9.Distance Travelled Per Day & Number Of Trips: - After the Survey we found out that almost 28 respondents of Super Ace travel within the city and cover approximately 120 km on an average per day taking around 3-4 trips per day. If we see the remaining 12 respondents who travel intercity and interstate they cover approximately 150 km on an average taking only 1 trip a day. In an interstate or an intercity trip the respondents usually visit Orissa, West Bengal, and Ranchi etc and cover 150-160km on an average.

10.Loading Capacity:-Super Ace750kg-850kg850kg-1ton1ton-1.5ton1.5ton-1.75ton1.75ton-2ton

371686

A survey was carried out and there were 40 Super Ace respondents who were questioned on the average load carried per trip. The passing of Super Ace is 1 ton. Now the mileage and performance of the vehicle depends on the amount of load carried. Overloading might not only reduce the mileage but also hamper the smooth running and durability of the vehicle. From the survey we found out that 16 respondents out of 40 carry around 1 ton to 1.5 ton load. 8 respondents carry 1.5 to 1.75 ton, 7 carry 850kg to 1 ton and 6 respondents carry 1.75ton to 2 ton. 3 respondents carry 750kg to 850kg.

11.MILEAGE:-Super Ace gives an increased mileage when compared to its competitors. Super Ace is a fuel efficient vehicle. The mileage of a vehicle depends on the load carried as well as the travelling route. Super Ace gives an average mileage of 10-15 within the city and approximately 18-20 on the highway. From the data collected 24 respondents out of 40 ie.60% respondents said that their vehicle gives an average mileage of 15.

12.Average Daily Income:-

>300300-600600-900300300-600600-900

15187

After analyzing the data we found out that out of 40 Super Ace respondents almost 15 respondents have an average expenditure of less than300. 18 respondents have to spend 300-600 per day to meet the expenditure of the vehicle. 7 respondents have an average expense of more 600 and less than 900 per day. Now these expenditures involve Fuel charges, payment to driver and other miscellaneous expenditure.14.Feature Rating: To get a quantitative feedback on individualfeatures, customers were asked to rate each feature of Super ACE on thefollowing 10-point scale :

12345678910

PoorExcellent

Average feature ratings are given below, arranged in the descendingOrder of average customer rating :

Feature

Average CustomerRating

Pick-up8.5

Loading Capacity8.4

Strong Body 8.4

Speed8.2

Engine Power8.2

Driving Comfort8.2

Appearance8.1

Price8.0

Mileage7.9

Safety7.9

Cabin Space7.9

Maintenance Cost7.5

Braking Effectiveness7.5

Ground Clearance7.5

Easy Serviceability7.4

Suitable For Long Distance7.2

Gradeability7.0

The above table illustrates that: i) Features with highest customer ratingare pick-up, loading capacity, strong body; ii) Features with lowestcustomer rating are Gradeabality and Suitability for long distance.

15.Customer Feedback: To obtain customer feedback on Super ACEthey were asked to identify vehicle features liked or disliked by them. Theresponse is given below :

a) Features liked: Features of Super ACE which were liked bycustomers are listed below, along-with frequency of mention of eachFeature

Liked by(no. of customers)

Pick up32

Engine Power25

Mileage22

Appearance21

Loading Capacity9

Speed5

Spacious Cabin1

Low Engine Noise1

Strong Body1

Thus two features of Super Ace most liked by customers-good pick-up and engine power.32 respondentsOf Super Ace like the pick up and 25 respondents say that they like the powerful engine of Super Ace.Super Ace has an engine with a 70 HP, it is a 4 cylinder diesel engine and runs at a speed of 125kmph.Super Ace has a loading deck of 2630mm in length and 1460 mm in width.21 respondents like the Appearance of Super Ace. It stands out in the crowd with sleek styling and car like interiors. It has aFully functional dashboard with lockable glove box. There is also a provision for a mobile charger.

b)Features disliked: Similarly features of Super ACE disliked bycustomers are listed in table below, along-with frequency of mention ofeach of them:

FeatureDisliked by(no. of customers)

Problem With Gear-box 14

Poor Tyre Quality13

Low Mileage7

Clutch is Hard5

Oil Tank leakage5

Brake Lever is Hard2

Leakage in Radiator1

Window Glass Does Not Open Smoothly3

The features most disliked by respondents of Super Ace are the gear box and the poor quality of the tyres of the vehicle.16.Source of initial information about Super ACE: Customers ofSuper ACE were asked to name their source of initial information aboutthe vehicle. Response is summarized in table below which shows thatword-of-mouth is the principal source of initial of information about Super ACE, followed by Dealers.

SourceMentioned by (No. ofcustomers)

Dealer10

Friends25

Vehicle demonstration3

Internet2

Out of 40 Super Ace Respondents a maximum of 25 respondents got their source of informationThrough their friends , followed by 10 respondents who collected the initial information from the Dealers , 3 respondents got the information from vehicle demos and only 2 got from Internet.

17.Likely Alternative Purchase: a) Respondents were asked whetherthey would have purchased a vehicle if Super ACE was not available. Theresponse is given in table below, which shows that 60% customers wouldhave purchased another vehicle in the event of non-availability of SuperACE, while remaining 40% would not have purchased any vehicle.

ResponseNo. of customers

Yes24

No16

b)Likely alternative purchase: In order to find out type / brand ofvehicle(s) from which Super-ACE is deriving its sales, customers whosaid they would have purchased some other vehicle in the absence ofSuper ACE, were asked to name the likely alternative choice. As tablebelow shows likely alternative choice would have been Force Trump 40,M&M pick-up or ACE:

Likely purchaseMentioned by(No. of customers)

Force Trump 4011

M&M Pick-up9

TATA ACE4

Thus Super ACE is strategically positioned between Mini-trucks andPick-ups.

18.Would You Recommend Super Ace To Your Family or Friend:

Yes26

No8

Not Sure6

A Survey was conducted and 40 Super Ace respondents were asked if they would recommend Super Ace to their family or friends and a majority of 26 respondents ie. 65% respondents said YES they Would definitely recommend Super Ace to others on the other hand, 8 respondents ie. 20% said NO,they were not happy with the vehicle and would not recommend it to others. There was a third groupof people approximately 6 ie.15% was not sure whether they would or would not recommend SuperAce. .

Product Specification:

EngineModelTypeMax OutputDisplacementTata 475 IDI TCIC BS III4 cylinder, 475 IDI Turbo Intercooled Diesel70 HP @ 4500 rpm1405 cc

ClutchSingle plate dry friction diaphragm type

Gear BoxTypeGBS 65-5/5.07Synchromesh(5 forward gears),sliding mesh(reverse gear)

SteeringPower assisted hydraulic; rack and pinion , 380 mm dia.

BrakesTypeFrontRearParking BrakeDual circuit vacuum assisted hydraulically actuatedDisc brakesDrum brakesCable operated mechanical linkages acting on rear wheels

SuspensionTypeShock AbsorberFront:- Independent, Rear:- semi-elliptic leaf springHydraulic double- acting telescopic type

Wheels And TyresTyres165 R14 LT 8PR Radial Tube tyre

DimensionsLengthWidthHeightWheelbaseTrack FrontTrack RearLoading Deck LengthLoading Deck WidthHeight of Side PanelsLoading height from the groundMin Turning Circle Dia(in mm)4340156518582380134013202630146030059710.2m

Fuel TankCapacity 38 litres

PerformanceMax speedMax Gradeability

125 kmph39%

WeightMax GVWKerb WeightPayloadSeating Capacity(In Kg)218011801000Driver + 1

Name Of The Captive Customers

NAME OF CONCERNNameContact No. Add.Feedback

Chhabra Medical Naveen0657-Chowk bazaarUsing vehicle-

& Distributers2292891JamshedpurTwo tata Ace(hire)

About Super Ace-

Not Required

Vikash Drugs Chandan Agrawal0657-JugsalaiUsing vehicle-

& Distributers2292891JamshedpurCenro(owner)

Ape auto(hire)

About Super-

Good looking

Om Sai PhrmaOm prakash 0657-JugsalaiUsing vehicle-

& Distributers2292882JamshedpurPiaggio(hire)

About Super Ace-

Not

Required

Gaurav Enterprises Gaurav0657-JugsalaiUsing vehicle-

pharma & Distributers2292880JamshedpurBajaj auto(hire)

About Super Ace-

Good looking

Shyam Sunder Ramesh Amit Agarawal0657-Jugsalai fatakUsing vehicle-

Kr Paint Distributers2292896Jamshedpur5 Piaggio(Owner)

About Super Ace-

UnderConcideration

Ayush DrugsUttam sharma9835170171JugsalaiUsing vehicle-

DistributersJamshedpur4 ape auto(Owner}

About Super Ace

Expensive

Shyam Medical Shyam0657-JugsalaiUsing vehicle-

Distributers2292703JamhedpurApe auto(hire)

About Super Ace-

Big vehicle

Kansal Nerolac paints Rajesh thakur9234526893JugsalaiUsing vehicle-

ltd (CNF)JamshedpurTata ace,407,603

(hire)

About Super Ace-

Not required

Hindustan UnileverNirmal kumar9234876383Diagnol road, Using vehicle-

(CNF)BistupurApe,Bajaj,piaggio

auto 25(Owner)

About Super Ace-

Willing

Electro kraftKishore kumar9386371246K ,Road Using vehicle-

(samsung plaza)BistupurEco maruti,ape,Bajaj

Samsung,LG distributerauto(hire)

About Super Ace-

good looking

Not required

Italian tradersM.E.Alam9430738428JugsalaiUsing vehicle-

leather distributersJamshedpurpiagio(hire)

About Super Ace-

Willing

Chothmal tejmal Prem Agarwal9334814436JugsalaiUsing vehicle-

enterprisesJamshedpurThree 407(Owner)

ACC cement distributerAbout Super Ace-

Not willing

Orient distributersN.N.Das9334814436JugsalaiUsing vehicle-

Chemist &DrugistJmshedpurAmbasdor,swift

(Owner)

About Super Ace-

Expencive

Shivam PharmaceuticalP.K.Dev0657-JugsalaiUsing vehicle-

& Distributers2290696jamshedpurpiaggio(hire)

About Super Ace-

good vehicle

not required

Jalan cloths &Vimal jalan94211284601Jugsalai Using vehicle-

distributersjamshedpurthree wheeler (hire)

Tata indica(Owner)

About Super Ace-

not willing

Saloni enterprisesVishal kumar9334805564chowk bazaarUsing vehicle-

Jugsalaiape auto(hire)

About Super Ace-

not willing

Sapna pharma Amit Agrawal0657-JugsalaiUsing vehicle-

distributers2292989Jamshedpurape auto, piaggio

(hire)

About Super Ace-

good capacity

Expensive

Ladhuram & SonsR.G.Sharma9234686527JugsalaiUsing vehicle-

(FMCD) DistributersJamshedpureco maruti(Owner)

About Super Ace-

Good looking

Expensive

M.G AgenciesOm Prakash 0657-JugsalaiUsing vehicle-

(FMCD) DistributersAgarwal2292415Jamshedpurtwo bajaj auto(hire)

About Super Ace

Not willing

Shader garments Harish9431542496JugsalaiUsing vehicle-

distributersJamshedpurIndigo(owner)

tata ace(hire)

About winger-

good capacity

BM.Sarees agencyRamesh Chand/ra 9431340922JugsalaiUsing vehicle-

DistributersJainJamshedpur407,609(hire)

About Super Ace-

good capacity

Expensive

Kedia drug distributersSanjay kedia0657-2292399JugsalaiUsing vehicle-

Jamshedpurwagon-r(owner)

tata ace(hire)

About Super Ace-

Not willing

J.K.Pharma &J.K.Singh0657-JugsalaiUsing vehicle-

distributers2292691Jamshedpurbajaj auto(hire)

About Super Ace-

Big vehicle

Bhartia associatesBanwari Bharatia0657-JugsalaiUsing vehicle

Garments distributers2292739Jamshedpurauto (hire)

About Super Ace-

Good vehicle

Expencive

K.K Sales drugs Krishna Kumar 0657-JugsalaiUsing vehicle

distributersGupta6550651Jamshedpurauto(hire)

About Super Ace-

Expensive

Sony electronics Apresh singh9204664676Akash deep Using vehicle-

distributersPlaza Golmuripiaggio,bajaj auto

(hire)

About Super Ace-

not willing

Modi electricalsVinit Modi9334399430SakchiUsing vehicle-

philips distributersJamshedpurape auto (hire)

About Super Ace-

not willing

Super electronicsBalvinder Singh9801339945kalimati roadUsing vehicle-

Videocon distributerssakchiape auto

About Super Ace-

Good vehicle

Willing

Sagar electronicsGenu Bhai 9334278734SakchiUsing vehicle-

samsung distributerJamshedpurape,bajaj auto

(hire)

About Super Ace-

Not willing

Dabur india(CNF)Deepak khanna943010444Refuge marketUsing vehicle-

Sakchimahindra max

(owner)

About Super Ace-

Good capacity

Nestle india distributersManoj khatri0657-Kasidih Kali Using vehicle-

2424779Mandir Sakchiape auto(hire)

About Super Ace-

Big vehicle

Ranjan AutomobileRanjan kumar0657-Kalimati roadUsing vehicle-

Exide distributers2424631Sakchiappe auto(hire)

About Super Ace-

Not willing

Dynamic Packers &Ganesh sharma9431139570Kalimati roadUsing vehicle-

moverssakchi407,609(hire)

About Super Ace-

Not willing

Sharma packers &Pappu sharma93340399637SakchiUsing vehicle-

moversJamshedpur407, 609,

907,1109(hire)

Not required

Boxi Transport & coBoxi dada0657-SakchiUsing vehicle-

2421795Jamshedpur407 ,609 ,

1109(hire)

Not required

Naveen Bharat Naveen singh0657-sakchiUsing vehicle-

Transport2437638407, 609,

1109(hire)

Ispat cariers pvt ltdV.k tyagi0657-Kali mati roadUsing vehicle-

3295584Sakchi4018,3518(hire)

About Super Ace-

Not required

Mangat road carriersMangat singh9304824757SakchiUsing vehicle-

jamshedpu609 ,607

About Super Ace-Not required

Feedback Form For SCV1. Name- ____________________________________________. Vehicle No. :-2. Respondent- Owner Driver 3. Address & contact no. __________4. Reason For Purpose for purchasing Super Ace: (Unprompted) 5. Reason For Purpose for purchasing Super Ace: (Prompted) Good Pick up Powerful Engine Comfortable To Drive High Mileage High Speed High Loading Capacity Safe Vehicle Brand Name Spacious Cabin Lower Maintenance Cost Reasonable Price Better Gradeabillity Efficient Braking Large Tyre Size Easy Availability Of Spare Parts Suitable For Long Distance Recommended By Dealer Recommended By Others

6. Prior vehicle ownership: 7. Month/ Year of Purchase:-8. Goods Transported On Super Ace:- 9. Travelling route- within the city intercity interstate 10. Distance (Km) travel per day:- a) Below 10 km b) 10-20 km c) 20-30 km d) 30-40 e) More than 40 km , please specify_____. 11. No. of trips per day- (a) 1 (b) 2 (c) 3 (d) 4 (e) more than 4 please specify_______________ 12. Load carried( tones):-13. Mileage of the vehicle (in km) you are currently using:-(a) Less than 10 (b) 10-15 (c) 15-20 (d) more than 20 please specify_______________14. Average Daily income- (a) below 300 (b) 300-600 (c) 600-900 If more than 900 , please specify___________

15. Expenses per day:

16. Please mark the different features of Super Ace on a scale of 1-10:Features:Pick Up Loading Capacity Strong BodySpeedEngine PowerDriving ComfortAppearancePriceMileageSafetyCabin SpaceMaintenance CostBraking EffectivenessGround ClearanceSuitable for Long DistanceGradeability

17.Features Liked:- 18. Features Disliked:- 19.Source of Information for Ace :- Dealer FriendVehicle demo Internet20. Would you purchase an alternate vehicle if Super Ace was not available: Yes No21. If it was not Ace which would be your next alternative option:- Force Trump 40 M&M Pick Up Tata Ace22.Would you recommend Super Ace to your family or friend:- Yes No Not Sure 23. Suggestion:-

ConclusionFrom the field survey it has been assessed that branding has become the most important element of marketing function in almost all industries. Brand management is the process, by which TATA MOTORS can outshine its competitors, can create customer loyalty and add corporate value on brand. In the current competitive markets, brands are identified as an intangible asset that can be revenue generating in the long term.

Being the oldest player dealing with vehicle in the market since 1945, TATA has gained brand image in the market. But as the business scenario is changing with inclusion of more number of competitors, TATA has to upgrade the brand management continuously. It has maintained an appreciable quality of the product, but it has to give more attention on advertisement customer service, rural marketing and especially on pricing.If TATA manages its brand image in the market and represents itself as a national brand by fulfilling all the factors that discussed above, it can run its business successfully and thus can be a leading vehicle manufacturer and seller in the market and by this way company can fulfil its vision and mission

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