1

A Feedback survey of customers of scv &

Promotion of TATA Super ACE for captive users


Submitted to
Indian Institute of Planning and Management
New Delhi

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

For the Summer Internship at
TATA MOTORS

Submitted by
Suraj Kumar









2




CONTENT

Serial No Topic


Page No.
Evaluation Report
Certificate Of Originality
Acknowledgment
Executive Summary
Industry Profile
Introduction
Organisation Profile
Product Introduction





EVALUATION REPORT
SUMMER INTERNSHIP 2010-12








3


Name of the Student : Suraj Kumar
Year and Roll No : 2010-2012 Fk1
Name of the Company : TATA MOTORS LIMITED
Name of the training Supervisor : Amarendra Jha
Designation of the training supervisor : Territory Sales Manger CVBU-SCV-
Cargo (sales)
Area of Training : Jamshedpur(Tatanagar,Jharkhand)













Certificate of Originality









4

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 Student
Suraj Kumar
Place: Jamshedpur
Date: 15
th
Sept 11











ACKNOWLEDGEMENT









5

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 Summary
TATA MOTORS is Indias foremost vehicle manufacturer with a countrywide network of
factories and marketing offices. TATA MOTORS has made significant contributions to the








6

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-1
Industry Profile








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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 percent
Automatic 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 Market
Worlds largest Two wheeler manufacturer
Worlds largest motorcycle manufacturer is in India ( Hero Honda)
Worlds 2
nd
- largest two wheeler market
Worlds 2nd largest tractor manufacturer
Worlds 4
th
largest commercial vehicle market








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Worlds 5
th
largest commercial vehicle manufacturer
Worlds 5
th
largest bus and truck market ( by volumes)
Asias 3
rd-
largest passenger vehicle market
Asias 4th largest car market (India just crossed 1 million mark)

Worlds 9
th
largest Automobile Industry


IAI TURNOVER
GROSS TUNROVER OF THE AUTOMOBILE INDUSTRY IN
INDIA
Year (IN USD MILLION)

2004-05 20,896

2005-06 27,011

2006-07 34,285

2007-08 36,612

2008-09 38,238

Conversion Rate Rs.40 = 1USD









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Segment Wise Breakup:










Domestic Market Share for 2009-10
Passenger Vehicles 15.86
Commercial Vehicles 4.32
Three Wheelers 3.58
Two Wheelers 76.23








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Major Players:

Companies Segments
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 & Mahindra Three wheelers, cars, MUVs, LCVs
Piaggio Three wheelers, LCVs
Swaraj Mazda Ltd LCVs, M & HCVSs, buses
Tata Motors Limited MUVs, 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
LEYLAND
BAJAJ
AUTO
HERO
HONDA
MARUTI
SUZUKI
TATA
MOTORS
Revenue 60,307 84,460.30 125,398 217,811 717,378
PAT 1900 5374.8 12817.6 12317 -24,650
EPS Ratios 1.428 37.028 64.188 42.484 -56.875
PE Ratios 28.93 56.09 20.09 NA NA
Net Profit Margin
%
4.54 6.01 13.26 NA 0.8
Current Ratio 1.48 0.94 0.49 1.61 1.02
Debt to Equity
Ratio
0.56 0.88 2.07 0.085 0.66
ROI % 4.18 16.81 35.21 12.07 -7.84
Dividend Yield % 1.78 1.07 0.98 0.25 0.77
Payout Ratio 70.02 59.41 31.16 8.24 NA








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Chapter -2

Introduction

2.1 Background of the Study
SCV 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 Study
The 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 Objectives
2.3.1 General Objective
To know the customers feedback from captive users of TATA SUPER ACE.
2.3.2Specific Objective
1. To know customers feedback from all existing SCV users.
2. To know feedback from captive users of Super Ace.










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Chapter-3
Research Methodology


2.1 Research design
Descriptive 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 design
Cluster 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 data
As for the data it was essential to depend upon both primary and secondary.
2.4.1 Primary data
Primary data was collected in the fields directly from the respondent with the help of
questionnaire and schedule prepared for this purpose.








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2.4.2 Secondary data
Secondary data like, history of TATA MOTORS has been collected from the following
sources.
Magazines
Company websites
Reports
2.5 Method of data analysis
Data has been analyzed with the help of MS-EXCEL through pie chart, bar chart and column
chart

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


















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CHAPTER 4
Organization profile
Tata 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 Vision
Best 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 Mission








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To 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 :








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TATA PRIMA A CONCEPT CAR tata aria a concept car


Passenger cars
Utility vehicles
Concept vehicles
Commercial vehicles
Military vehicles








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TATA XENON A UTILITY VEHICLE land rover - A UTILITY VEHICLE



TATA INDICA a passenger vehicle TATA STARBUS- A COMMERCIAL VEHICLe












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4.4 ACQUISITIONS

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

In 2005, Tata Motors acquired 21% of Aragonese Hispano Carrocera giving it
controlling rights of the company.

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












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In 2008, Tata Motors acquired British Jaguar 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 1.85 million. The acquisition is in line with the companys
objective to enhance its styling/design capabilities to global standards.




4.5 Management - Tata Motors

Name Designation
Ratan N Tata Chairman / Chair Person
Carl-Peter Forster Managing Director & CEO
R Gopalakrishnan Director
S M Palia Director
S Bhargava Director
V K Jairath Director
Ralf Speth Additional Director
Name Designation
Ravi Kant Vice Chairman
P M Telang Managing Director
N N Wadia Director
R A Mashelkar Director
N Munjee Director
Ranendra Sen Independent Director









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4.6TATA MOTORS Activities
CSR 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.









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




4.7Physical/ Geographical boundaries Jamshedpur District
Jamshedpur 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 8611E22.8N 86.18E. It has an average elevation of
135 metres (442 ft). Jamshedpur is located in a hilly region. Jamshedpur occupies about
2.03% of the total area of Jharkhand. Total geographical area of Jamshedpur is 149.23 km
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 1200 mm of rainfall annually.








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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.



























23

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








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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)















25

Chapter 5
PRODUCT INTRODUCTION




COMMERCIAL VEHICLES


Passenger
Vehicle
Commercial
Vehicle
Tata
Motors
Medium &Heavy CV
INTERMEDIATE CV
LIGHT CV
SMALL CV








26

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 & ZIP
SCV Passenger comprises of TATA MAGIC, WINGER, PLATINUM, VENTURE&
IRIS























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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








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ACE CELEBRATION
SUPER ACE
The 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 Ace
Background
1. 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.








29


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
1 38 customers
2 2 customers





Competitors:

Mahindra Maximo
Force Trump 40
Tata Ace









30



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.








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Vehicle driven by Mentioned by
Self 45%
Driver 18%
Both 37%



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.


Reason
Mentioned By
High loading capacity 9
Attractive appearance 8
Self
Driver
Both
45%
18%
37%
Driving Pattern
Self Driver Both








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Suitable for business 8
Brand name 7
Good pick-up 5
Recommended by friend 1
Recommended by dealer 2











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 .






High loading capacity
Attractive appearance
Suitable for business
Brand name
Good pick-up
Recommended by friend
Recommended by dealer
9
8
8
7
5
1
2
Reasons for purchase of Super Ace
Unprompted








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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 up 11
Powerful Engine 4
Comfortable to Drive 2
High Mileage 5
High Speed 6
High Loading Capacity 12
Safe Vehicle 5
Brand Name 7
Spacious Cabin 3
Lower Maintenance Cost 5
Reasonable Price 4
Better Gradeability 2
Efficient Braking 0
Large Tyre Size 3
Easy Availability Of Spare Parts 6








34

Suitable for long distance 7
Recommended by Dealers 1
Recommended by Others 2



















0 2 4 6 8 10 12
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 Gradeability
Efficient Braking
Large Tyre Size
Easy Availability Of Spare Parts
Suitable for long distance
Recommended by Dealers
Recommended by Others
Reason for Purchase of Super Ace(Prompted)








35










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 wheeler 4 no.
Large three wheeler 2no.
Mini-truck 3 no.








36



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 of
operation 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 Operation Mentioned by (no. of respondents)
Hire-and-Reward 30
Captive Use 10

small three wheeler
Large three wheeler
Mini Truck
4
2
3
Prior Vechicle Ownership








37



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 specify
the month and year of their purchase of the vehicle. Based on information
collected 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 2010 7
January 2011 6
February 2011 5
March 2011 8
April 2011 5
May 2011 5
June 2011 4
Hire-and-Reward
Captive Use
30
10
Operation Type
Hire-and-Reward Captive Use








38




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 commodities
transported in Super ACE are listed below, along-with the number of respondents who named
each commodity: (multiple-response)

Commodity

Mentioned by (no.)
Medicines
17
FMCG
5
Steel products
5
Shoes
4
Plastic goods
4
Raw materials
2
Fruits
2
Lubricants
1
Paints / Chemicals
1
Batteries
1
Dec/10
Jan/11
Feb/11
Mar/11
Apr/11
May/11
Jun/11
6
6
5
8
5
6
4
Purchase Pattern








39

Cattle Feed
1
Milk
1
Seeds
1
Tools
1


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 on
which Super Ace operates most often. Data on routes mentioned by them is them is
summarized in table below:

Route of Operation

Mentioned by(no.)
0 2 4 6 8 10 12 14 16 18
Medicines
FMCG
Steel products
Shoes
Plastic goods
Raw materials
Fruits
Lubricants
Paints / Chemicals
Batteries
Cattle Feed
Milk
Seeds
Tools
Goods transported on Super ACE








40

Within the city
28
Inter-city
8
Inter-state
4












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.

0 5 10 15 20 25 30
Within the city
Inter-city
Inter-state
Route of Operation
Within the city
Inter-city
Inter-state








41


10.Loading Capacity:-
Super Ace 750kg-850kg 850kg-1ton 1ton-1.5ton 1.5ton-
1.75ton
1.75ton-2ton
3 7 16 8 6



































750kg-850kg
850kg-1ton
1ton-1.5ton
1.5ton-1.75ton
1.75ton-2ton
3
7
16
8
6
Load Carried by Super Ace








42

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:-

>300 300-600 600-900 <900
5 19 10 6









43



The Average daily income of 40 Super Ace respondents were surveyed and from the data collected we
conclude that 3 respondents earn less than 300 per day, 19 respondents earn on an average of 300-600 per
day.10 respondents earn 600-900 per day and only 6 respondents earn more than 900 per day through their
Super Ace . The average daily income helps to find out the average rate of income that the owners of the
vehicles earn through their vehicle either by using their vehicle for their own business or by renting it out.
13.Average Daily Expense:-

>300 300-600 600-900
15 18 7

>300
300-600
600-900
<900
5
19
10
6
Average Daily Income








44



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 individual
features, customers were asked to rate each feature of Super ACE on the
following 10-point scale :

1 2 3 4 5 6 7 8 9 10
Poor Excellent

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

Feature

Average Customer
Rating
Pick-up 8.5
Loading Capacity 8.4
Strong Body 8.4
Speed 8.2
Engine Power 8.2
Driving Comfort 8.2
Appearance 8.1
Price 8.0
>300
300-600
600-900
15
18
7
Average Daily Expense








45

Mileage 7.9
Safety 7.9
Cabin Space 7.9
Maintenance Cost 7.5
Braking Effectiveness 7.5
Ground Clearance 7.5
Easy Serviceability 7.4
Suitable For Long Distance 7.2
Gradeability 7.0




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

15.Customer Feedback: To obtain customer feedback on Super ACE
Pick-up
Loading Capacity
Strong Body
Speed
Engine Power
Driving Comfort
Appearance
Price
Mileage
Safety
Cabin Space
Maintenance Cost
Braking Effectiveness
Ground Clearance
Easy Serviceability
Suitable For Long Distance
Gradabeality
8.5
8.4
8.4
8.2
8.2
8.2
8.1
8
7.9
7.9
7.9
7.5
7.5
7.5
7.4
7.2
7
Feature Rating Of Super ACe








46

they were asked to identify vehicle features liked or disliked by them. The
response is given below :

a) Features liked: Features of Super ACE which were liked by
customers are listed below, along-with frequency of mention of each
Feature

Liked by
(no. of customers)
Pick up 32
Engine Power 25
Mileage 22
Appearance 21
Loading Capacity 9
Speed 5
Spacious Cabin 1
Low Engine Noise 1
Strong Body 1




Thus two features of Super Ace most liked by customers-good pick-up and engine power.32 respondents
0 5 10 15 20 25 30 35
Pick up
Engine Power
Mileage
Appearance
Loading Capacity
Speed
Spacious Cabin
Low Engine Noise
Strong Body
Features Liked - Super Ace
Pick up
Engine Power
Mileage
Appearance
Loading Capacity
Speed
Spacious Cabin
Low Engine Noise
Strong Body








47

Of 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 a
Fully functional dashboard with lockable glove box. There is also a provision for a mobile charger.

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

Feature Disliked by
(no. of customers)
Problem With Gear-box 14
Poor Tyre Quality 13
Low Mileage 7
Clutch is Hard 5
Oil Tank leakage 5
Brake Lever is Hard 2
Leakage in Radiator 1
Window Glass Does Not Open Smoothly 3




0 2 4 6 8 10 12 14
Problem With Gear-box
Poor Tyre Quality
Low Mileage
Clutch is Hard
Oil Tank leakage
Brake Lever is Hard
Leakage in Radiator
Window Glass Does Not Open Smoothly
Features Disliked - Super Ace








48


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 of
Super ACE were asked to name their source of initial information about
the vehicle. Response is summarized in table below which shows that
word-of-mouth is the principal source of initial of information about Super ACE, followed by Dealers.


Source Mentioned by (No. of
customers)
Dealer 10
Friends 25
Vehicle demonstration 3
Internet 2






Out of 40 Super Ace Respondents a maximum of 25 respondents got their source of information
Through 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 whether
0 5 10 15 20 25
Dealer
Friends
Vehicle demonstration
Internet
Source of Initial Information








49

they would have purchased a vehicle if Super ACE was not available. The
response is given in table below, which shows that 60% customers would
have purchased another vehicle in the event of non-availability of Super
ACE, while remaining 40% would not have purchased any vehicle.

Response No. of customers
Yes 24
No 16


















b)Likely alternative purchase: In order to find out type / brand of
Yes
No
24
16
Alternative Purchase( If Super Ace
was not available)
Yes No








50

vehicle(s) from which Super-ACE is deriving its sales, customers who
said they would have purchased some other vehicle in the absence of
Super ACE, were asked to name the likely alternative choice. As table
below shows likely alternative choice would have been Force Trump 40,
M&M pick-up or ACE:

Likely purchase Mentioned by
(No. of customers)
Force Trump 40 11
M&M Pick-up 9
TATA ACE 4


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











Force Trump 40
M&M Pick-up
TATA ACE
11
9
4
Likely Alternative Purchase









51

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

Yes 26
No 8
Not Sure 6




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 group
of people approximately 6 ie.15% was not sure whether they would or would not recommend Super
Ace.
.





Product Specification:

Yes
No
Not Sure
26
8
6
Recommendation for Super Ace








52

Engine
Model
Type
Max Output
Displacement

Tata 475 IDI TCIC BS III
4 cylinder, 475 IDI Turbo Intercooled Diesel
70 HP @ 4500 rpm
1405 cc
Clutch
Single plate dry friction diaphragm type
Gear Box
Type
GBS 65-5/5.07
Synchromesh(5 forward gears),sliding
mesh(reverse gear)
Steering
Power assisted hydraulic; rack and pinion , 380
mm dia.
Brakes
Type
Front
Rear
Parking Brake

Dual circuit vacuum assisted hydraulically actuated
Disc brakes
Drum brakes
Cable operated mechanical linkages acting on rear
wheels
Suspension
Type
Shock Absorber

Front:- Independent, Rear:- semi-elliptic leaf spring
Hydraulic double- acting telescopic type
Wheels And Tyres
Tyres

165 R14 LT 8PR Radial Tube tyre
Dimensions
Length
Width
Height
Wheelbase
Track Front
Track Rear
Loading Deck Length
Loading Deck Width
Height of Side Panels
Loading height from the ground
Min Turning Circle Dia
(in mm)
4340
1565
1858
2380
1340
1320
2630
1460
300
597
10.2m
Fuel Tank
Capacity 38 litres
Performance
Max speed
Max Gradeability


125 kmph
39%
Weight
Max GVW
Kerb Weight
(In Kg)
2180
1180








53

Payload
Seating Capacity
1000
Driver + 1




Name Of The Captive
Customers




NAME OF CONCERN Name Contact No. Add. Feedback

Chhabra Medical Naveen 0657- Chowk bazaar Using vehicle-
& Distributers 2292891 Jamshedpur Two tata Ace(hire)
About Super Ace-
Not Required
Vikash Drugs Chandan Agrawal 0657- Jugsalai Using vehicle-
& Distributers 2292891 Jamshedpur Cenro(owner)
Ape auto(hire)
About Super-
Good looking
Om Sai Phrma Om prakash 0657- Jugsalai Using vehicle-
& Distributers 2292882 Jamshedpur Piaggio(hire)
About Super Ace-
Not
Required
Gaurav Enterprises Gaurav 0657- Jugsalai Using vehicle-
pharma & Distributers 2292880 Jamshedpur Bajaj auto(hire)
About Super Ace-
Good looking

Shyam Sunder Ramesh Amit Agarawal 0657- Jugsalai fatak Using vehicle-
Kr Paint Distributers 2292896 Jamshedpur 5 Piaggio(Owner)
About Super Ace-

Under
Concideration


Ayush Drugs Uttam sharma 9835170171 Jugsalai Using vehicle-
Distributers Jamshedpur 4 ape auto(Owner}








54

About Super Ace
Expensive

Shyam Medical Shyam 0657- Jugsalai Using vehicle-
Distributers 2292703 Jamhedpur Ape auto(hire)
About Super Ace-
Big vehicle

Kansal Nerolac paints Rajesh thakur 9234526893 Jugsalai Using vehicle-
ltd (CNF) Jamshedpur Tata ace,407,603
(hire)
About Super Ace-
Not required
Hindustan Unilever Nirmal kumar 9234876383 Diagnol road, Using vehicle-
(CNF) Bistupur Ape,Bajaj,piaggio
auto 25(Owner)
About Super Ace-
Willing
Electro kraft Kishore kumar 9386371246 K ,Road Using vehicle-
(samsung plaza) Bistupur Eco maruti,ape,Bajaj
Samsung,LG distributer auto(hire)
About Super Ace-
good looking
Not required
Italian traders M.E.Alam 9430738428 Jugsalai Using vehicle-
leather distributers Jamshedpur piagio(hire)
About Super Ace-
Willing


Chothmal tejmal Prem Agarwal 9334814436 Jugsalai Using vehicle-
enterprises Jamshedpur Three 407(Owner)
ACC cement distributer About Super Ace-
Not willing


Orient distributers N.N.Das 9334814436 Jugsalai Using vehicle-
Chemist &Drugist Jmshedpur Ambasdor,swift
(Owner)








55

About Super Ace-
Expencive

Shivam Pharmaceutical P.K.Dev 0657- Jugsalai Using vehicle-
& Distributers 2290696 jamshedpur piaggio(hire)
About Super Ace-
good vehicle
not required

Jalan cloths & Vimal jalan 94211284601 Jugsalai Using vehicle-
distributers jamshedpur three wheeler (hire)
Tata indica(Owner)
About Super Ace-
not willing
Saloni enterprises Vishal kumar 9334805564 chowk bazaar Using vehicle-
Jugsalai ape auto(hire)
About Super Ace-
not willing

Sapna pharma Amit Agrawal 0657- Jugsalai Using vehicle-
distributers 2292989 Jamshedpur ape auto, piaggio
(hire)
About Super Ace-
good capacity
Expensive
Ladhuram & Sons R.G.Sharma 9234686527 Jugsalai Using vehicle-
(FMCD) Distributers Jamshedpur eco maruti(Owner)
About Super Ace-
Good looking
Expensive

M.G Agencies Om Prakash 0657- Jugsalai Using vehicle-
(FMCD) Distributers Agarwal 2292415 Jamshedpur two bajaj auto(hire)
About Super Ace
Not willing

Shader garments Harish 9431542496 Jugsalai Using vehicle-
distributers Jamshedpur Indigo(owner)
tata ace(hire)








56

About winger-
good capacity
BM.Sarees agency Ramesh Chand/ra 9431340922 Jugsalai Using vehicle-
Distributers Jain Jamshedpur 407,609(hire)
About Super Ace-
good capacity
Expensive
Kedia drug distributers Sanjay kedia 0657-2292399 Jugsalai Using vehicle-
Jamshedpur wagon-r(owner)
tata ace(hire)
About Super Ace-
Not willing

J.K.Pharma & J.K.Singh 0657- Jugsalai Using vehicle-
distributers 2292691 Jamshedpur bajaj auto(hire)
About Super Ace-
Big vehicle

Bhartia associates Banwari Bharatia 0657- Jugsalai Using vehicle
Garments distributers 2292739 Jamshedpur auto (hire)
About Super Ace-
Good vehicle
Expencive
K.K Sales drugs Krishna Kumar 0657- Jugsalai Using vehicle
distributers Gupta 6550651 Jamshedpur auto(hire)
About Super Ace-
Expensive

Sony electronics Apresh singh 9204664676 Akash deep Using vehicle-
distributers Plaza Golmuri piaggio,bajaj auto
(hire)
About Super Ace-
not willing
Modi electricals Vinit Modi 9334399430 Sakchi Using vehicle-
philips distributers Jamshedpur ape auto (hire)
About Super Ace-
not willing

Super electronics Balvinder Singh 9801339945 kalimati road Using vehicle-








57

Videocon distributers sakchi ape auto
About Super Ace-
Good vehicle
Willing

Sagar electronics Genu Bhai 9334278734 Sakchi Using vehicle-
samsung distributer Jamshedpur ape,bajaj auto
(hire)
About Super Ace-
Not willing
Dabur india(CNF) Deepak khanna 943010444 Refuge market Using vehicle-
Sakchi mahindra max
(owner)
About Super Ace-
Good capacity
Nestle india distributers Manoj khatri 0657- Kasidih Kali Using vehicle-
2424779 Mandir Sakchi ape auto(hire)
About Super Ace-
Big vehicle

Ranjan Automobile Ranjan kumar 0657- Kalimati road Using vehicle-
Exide distributers 2424631 Sakchi appe auto(hire)
About Super Ace-
Not willing

Dynamic Packers & Ganesh sharma 9431139570 Kalimati road Using vehicle-
movers sakchi 407,609(hire)
About Super Ace-
Not willing

Sharma packers & Pappu sharma 93340399637 Sakchi Using vehicle-
movers Jamshedpur 407, 609,
907,1109(hire)
Not required
Boxi Transport & co Boxi dada 0657- Sakchi Using vehicle-
2421795 Jamshedpur 407 ,609 ,
1109(hire)
Not required
Naveen Bharat Naveen singh 0657- sakchi Using vehicle-








58

Transport 2437638 407, 609,
1109(hire)

Ispat cariers pvt ltd V.k tyagi 0657- Kali mati road Using vehicle-
3295584 Sakchi 4018,3518(hire)
About Super Ace-
Not required
Mangat road carriers Mangat singh 9304824757 Sakchi Using vehicle-
jamshedpu 609 ,607

About Super Ace-
Not required












Feedback Form For SCV
1. Name- ____________________________________________. Vehicle No. :-








59

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








60

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:








61

Features:
Pick Up
Loading Capacity
Strong Body
Speed
Engine Power
Driving Comfort
Appearance
Price
Mileage
Safety
Cabin Space
Maintenance Cost
Braking Effectiveness
Ground Clearance
Suitable for Long Distance
Gradeability


17.Features Liked:-
18. Features Disliked:-
19.Source of Information for Ace :- Dealer Friend
Vehicle demo Internet
20. Would you purchase an alternate vehicle if Super Ace was not available:
Yes No
21. If it was not Ace which would be your next alternative option:-








62

Force Trump 40 M&M Pick Up Tata Ace
22.Would you recommend Super Ace to your family or friend:-
Yes No Not Sure
23. Suggestion:-
















Conclusion








63

From 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