MARKET ANALYSIS OF 3 WHEELER (CARGO) AND PROMOTION OF
TATA ACE ZIP Submitted in partial fulfillment of the requirement for the degree of Post Graduate Diploma in Management Marketing By Chourasia Sanket Girish Roll No. C2M- 13 Under the guidance of Prof. Kadambini Kumari
A study conducted for Tata Motors Ltd At
Indira School of Business Studies Tathwade, Pune 411033 2012-14 1 | P a g e
Acknowledgement
Learning is a continuous process; the more you learn the more is there to learn. In this learning process we meet several individuals, and each and every person helps us to learn something, which all pile up together and become an experience. I got to learn a lot during my 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 successfully. I am thankful for the assistance received from various individuals, specially the respondents who supported me by answering the questions without any hesitation. They have truly been sportive, and without their co-operation this was not possible. Therefore I want to thank them a lot. I would like to thank his excellence Mr. Amarendra Jha (Manager CVBU) who guided as an Internship Guide and encouraged to successfully understand and implementing the various concepts involve in the project report. I would like to thank Tata Motors (Jamshedpur), Mithilla Motors (Jamshedpur) and all of its employees who helped me to achieve success in this project in every possible manner. To being with I feel to express my deep gratitude and sincere thanks to my Academic project guide Prof. Kadambini Kumari for his priceless and valuable guidance, encouragement for completion of work.
By Chourasia Sanket Girish
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Certificate from college
This is to certify that Mr. CHOURASIA SANKET GIRISH is a bonafide student of this Institute and has successfully completed his project entitled MARKET ANALYSIS OF 3 WHEELER (CARGO) AND PROMOTION OF TATA ACE ZIP at TATA MOTORS for partial fulfillment of course Post Graduate Diploma in Management (Marketing) from Indira School of Business Studies.
Dr. Renu Bhargava Prof. kadambini kumari Director, ISBS Internal Guide
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Certificate from company
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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 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. Tata Motors Limited has pioneered the production of commercial and passenger vehicle in India since 1954 and 1991 respectively and today it is Indias largest passenger and commercial vehicle manufacturing company. Tata Motors has a domestic market share of 68% in MCV/HCV segment, 64% in the LCV segment and 32% in the multi utility segment. Its product development capabilities, scales and low import content give it cost advantages and its wide distribution network gives it a competitive advantage. TATA MOTORS has been exporting its products since 1969 and currently exports about tenth of its out-put in over 50 Countries. The company intends that the exports should account for 20% of its automobile sales. Though commencing operation a modest way Tata Motors has grown consistently by upgrading its technology and developing its human resources and today it holds the coveted position of being a premier company in the Indian private sector in terms of sales, gross profit. Capital employed, dividend paid and net worth besides being acclaimed and respected for social conscience. The objective of the project is to know the preference of the consumers when buying a pickup vehicle, To gather descriptive information about the usage of the vehicle, To get feedback about the vehicle from the existing users, To check the awareness among the user and non-users about new features of TATA ACE Zip, To find out the problems faced by the pickup vehicle owners and promote Tata ace zip
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The project was divide into two parts, 1) Survey of the 3 wheeler cargo segment 2) Promotion of Tata ace zip Keeping the above objectives in mind a set of questionnaire was made and feedbacks were collected by visiting the existing customers in the market and its competitors as well. For research, we applied random sampling; the area was East and West Singhbhum. There were 97 respondents (10 respondents are existing customers and 87 respondents are from competitors). 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 companys brand name, its stylish appearance and comfort level playing vital role in the promotion of TATA ACE-ZIP by spreading word of mouth publicity. TATA MOTORS manufactured TATA ACE-ZIP to overtake the market of three wheelers. The product is a success in all the markets of India, except some areas of east. It is so because of the bad road conditions. TATA ACE-ZIP is facing tough competition from the market leader Piaggio. There are other players also in the market who plays a vital role in competition, like, Bajaj and Mahindra.
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Table of Contents
S N Contents Pg. No 1 Introduction 12-13 2 Industry / Company overview 14-35 3 Review of Literature/ Theoretical Background 36-48 4 Objectives 49-50 5 Research Methodology 51-56 6 Data Analysis , Results and Interpretation 57-87 7 Observation and findings 88-89 7 Conclusions 90-91 8 Limitations of the project 92 9 Recommendations 93-94 10 Annexure
95-101
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List of tables Table no. Tables Pg No 1 Ownership 58 2 Use of vehicle 59 3 Vehicle owned 60 4 Important attributes 61 5 Duration 62 6 Trips 63 7 Distance covered 64 8 Loading 65 9 Earning 66 10 Vehicle preferred while buying 67 11 Where vehicle get serviced 68 12 Service expenses 69 13 Mileage 70 14 Rating for the vehicle 71 15 Awareness of Tata ace zip 72 16 Want to buy Tata ace zip 73 17 Ownership 74 18 Purpose of purchasing 75 19 Prior vehicle owned 76 20 Vehicle financed 77
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List of figure S N Figures Pg No 1 Ownership 58 2 Use of vehicle 59 3 Vehicle owned 60 4 Important attributes 61 5 Duration 62 6 Trips 63 7 Distance covered 64 8 Loading 65 9 Earning 66 10 Vehicle preferred while buying 67 11 Where vehicle get serviced 68 12 Service expenses 69 13 Mileage 70 14 Rating for the vehicle 71 15 Awareness of Tata ace zip 72 16 Want to buy Tata ace zip 73 17 Ownership 74 18 Purpose of purchasing 75 19 Prior vehicle owned 76 20 Vehicle financed 77
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List of Tables S N Table Pg No 1 Duration of Tata ace zip 78 2 Travelling route 79 3 Distance covered by Tata ace zip 80 4 Mileage of Tata ace zip 81 5 Loading per trip 82 6 Earning 83 7 Rating of Tata ace zip 84 8 Issue came across while using Tata ace zip 85 9 Recommended to others 86
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List of figures S N Figure Pg No 1 Duration of Tata ace zip 78 2 Travelling route 79 3 Distance covered by Tata ace zip 80 4 Mileage of Tata ace zip 81 5 Loading per trip 82 6 Earning 83 7 Rating of Tata ace zip 84 8 Issue came across while using Tata ace zip 85 9 Recommended to others 86
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Abbreviations S N Figure Pg No 1 CV Commercial vehicle 2 HCV Heavy commercial vehicle 3 SCV Small commercial vehicle 4 LCV Light commercial vehicle 5 ICV Intermediate commercial vehicle 6 SCVC Small commercial vehicle cargo 7 SCVP Small commercial vehicle passenger 8 CVBU Commercial vehicle business unit 9 PCBU Passenger car business unit 10 CAGR Compound annual growth rate 11 MNC Multinational company 12 R & D Research and development
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Chapter 1 Introduction 13 | P a g e
Introduction (1.1) the Project:- 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 wheelers as well as four wheelers 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 wheelers was first introduced in the Indian market by Tata Motors. Now, Tata Motors has launched a product called ACE Zip to compete with the 3 wheeler (cargo). SCV give good scope of business in cities area because government is restricting entry of large truck in cities area. So, TATA have grand launch of SCV to increase the business opportunities in urban area.
(1.2) Purpose of the project:- 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 behavior and the main factors which forces the customer to select a particular vehicle brand which will further help the company to know their short comings if they have to increase the sale of their vehicle.
(1.3) scope of the project This research has been confined to Jamshedpur, Adityapur, Chandil, Chaka, Jadugoda, Musabani, Saraikela, Kharsawan, and Sini. 3 wheeler (cargo) below 1 ton capacity was considered as competitors during the survey. Time frame of the project The study was done from10may -24june. Timing was 9:00 AM to 5:00 PM
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Chapter 2 Industry / Company Profile 15 | P a g e
(2.1.1)About the industry
The Indian automotive industry has emerged as a 'sunrise sector' in the Indian economy. India is emerging as one of the world's fastest growing passenger car markets and second largest two wheeler manufacturer. It is also home for the largest motor cycle manufacturer and fifth largest commercial vehicle manufacturer. India is emerging as an export hub for sports utility vehicles (SUVs). The global automobile majors are looking to leverage India's cost-competitive manufacturing practices and are assessing opportunities to export SUVs to Europe, South Africa and Southeast Asia. India can emerge as a supply hub to feed the world demand for SUVs. India also has the largest base to export compact cars to Europe. Moreover, hybrid and electronic vehicles are new developments on the automobile canvas and India is one of the key markets for them. Global and Indian manufacturers are focusing their efforts to develop innovative products, technologies and supply chains. The automotive plants of global automakers in India rank among the top across the world in terms of their productivity and quality. Top auto multinational companies (MNCs) like Hyundai, Toyota and Suzuki rank their Indian production facilities right on top of their global pecking order.
(2.1.2)Key statistics
The amount of cumulative foreign direct investment (FDI) inflow into the automobile industry during April 2000 to January 2013 was worth US$ 7,653 million, amounting to 4 per cent of the total FDI inflows (in terms of US$), as per data published by Department of Industrial Policy and Promotion (DIPP), Ministry of Commerce. The Indian small and light commercial vehicle segment is expected to more than double by 2015-16 and grow at 18.5 per cent compound annual growth rate (CAGR) for the next five years, according to a report titled, 'Strategic Assessment of Small and Light Commercial Vehicles Market in India' by Frost & Sullivan. The light commercial vehicles (LCV) market - both passenger and goods carrier is estimated to register a sales growth of around 20 per cent during FY 2012-FY 2015, as per a RNCOS report titled, "India LCV Market Outlook". 16 | P a g e
India is the world's second-largest heavy commercial vehicle market. The RNCOS report, "India MCV and HCV Market Outlook", observed that infrastructure boom and emergence of hub and spoke model, among other factors have given a new dimension to the medium and heavy goods carrier commercial vehicles' sector in India. It is anticipated that the sales of medium and heavy commercial (M&HC) goods carriers will increase at a CAGR of more than 10.5 per cent during 2011-12 to 2014-15. In another RNCOS research report, "Indian Automobile Sector Analysis", the production of passenger vehicle is forecast to grow at a CAGR of around 11 per cent from 2009-10 to 2012-13, and domestic volume sales at a CAGR growth of around 12 per cent.
(2.1.3)Major developments and investment
Yamaha Motor Co (YMC) has announced to set up its fifth global research and development (R&D) centre at its Greater Noida facility Honda Cars India Ltd (HCIL) plans to invest Rs 2,500 crore (US$ 462.11 million) at its Tapukara plant in Rajasthan. The company plans to set up a new assembly line for car with an installed annual capacity of 120,000 units Isuzu Motors plans to set up its greenfield manufacturing facility in Andhra Pradesh (AP), for pickup trucks or LCV and SUV, with an investment of Rs 1,500 crore (US$ 277.26 million) over 5-7 years Volvo plans to expand car operations in India. The company looks to drive in new models in the market apart from increasing its sales network Global ultra-luxury car maker, Rolls-Royce Motor Cars, plans to launch exclusive 'India Edition' cars in 2013. The car maker would come up with a customized edition of its Phantom and Ghost models for Indian buyers Escorts Ltd has inked a partnership with Italy-based BCS SpA to distribute and sell the speciality Ferrari brand of tractors in India TVS Motor and BMW AG's motorcycle division have announced a deal to jointly develop bikes that would give the Indian automaker access to BMW technology. TVS Motor and BMW will develop motorcycles in the sub 500 cc segment Bajaj Auto and Kawasaki Heavy Industries plan to take their partnership to Indonesia, under which select Bajaj products will be assembled at the Kawasaki facility and distributed through its network 17 | P a g e
Bajaj Auto also plans to become the first Indian automobile company to manufacture a street bike, with a made in India motorcycle tag, in the US. The Indian company will manufacture this product for its partner KTM AG.
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(2.1.4)Indian Automobile Industry SWOT Analysis
Domestic market is large Government provides monetary assistance for manufacturing units Reduced Labour cost Strengths Infrastructural setbacks Low productivity Too many taxes levied by government increase the cost of production Low investments in Research and Development Weakness Reduction in Excise duty Rural demand is rising Income level is at a constant increase Opportunities Increasing rates of interest Too much competition Rising cost of raw materials Threats 19 | P a g e
(2.2.1)About the company
Mission To be passionate in anticipating and providing the best vehicles and experiences that excite our customers globally.
Vision Most admired by our customers, employees, business partners and shareholders for the experience and value they enjoy from being with us.
Culture Accountability Customer and product focus Excellence Speed
Value Inclusion Integrity Accountability Innovation Concern for the environment Passion for excellence Agility
(2.2.2)History of TATA Group/TATA Motors
TATA GROUP Founded by Jamsedji Tata in 1868, the Tata Groups early years were inspired by the spirit of nationalism. The Group pioneered several industries of national importance in India: steel, power, hospitality and airlines. In more recent times, the Tata Groups pioneering spirit has been showcased by companies like Tata Consultancy Services, Indias first software company, which pioneered the international delivery model, and Tata Motors, which made Indias first indigenously developed car, the Indica, in 1998 and 20 | P a g e
recently unveiled the worlds lowest-cost car, the Tata Nano, for commercial launch by end of 2008. In terms of market capitalization and revenues, Tata Group is the largest private corporate group in India and has been recognized as one of the most respected groups in the world. It has interests in steel, automobiles, information technology, communication, power, tea and hospitality. The Tata Group has operations in more than 85 countries across six continents and its companies export products and services to 80 nations. In the past few years, the TATA group has led the growing appetite among Indian companies to acquire businesses overseas in Europe, the United States, Australia and Africa - some even several times larger - in a bid to consolidate operations and emerge as the new age multinationals. The TATA group is 11th most reputable company in the world according to Forbes. Established in 1945, Tata Motors' presence cuts across the length and breadth of India. Over 7.5 million Tata vehicles ply on Indian roads, since the first rolled out in 1954. The company's manufacturing base in India is spread across Jamshedpur (Jharkhand), Pune (Maharashtra), Lucknow (Uttar Pradesh), Pantnagar (Uttarakhand), Sanand (Gujarat) and Dharwad (Karnataka). Following a strategic alliance with Fiat in 2005, it has set up an industrial joint venture with Fiat Group Automobiles at Ranjangaon (Maharashtra) to produce both Fiat and Tata cars and Fiat power trains. The company's dealership, sales, services and spare parts network comprises over 3,500 touch points. Tata Motors, also listed in the New York Stock Exchange (September 2004), has emerged as an international automobile company. Through subsidiaries and associate companies, Tata Motors has operations in the UK, South Korea, Thailand, Spain, South Africa and Indonesia. Among them is Jaguar Land Rover, acquired in 2008. In 2004, it acquired the Daewoo Commercial Vehicles Company, South Korea's second largest truck maker. The rechristened Tata Daewoo Commercial Vehicles Company has launched several new products in the Korean market, while also exporting these products to several international markets. Today two-thirds of heavy commercial vehicle exports out of South Korea are from Tata Daewoo. In 2005, Tata Motors acquired a 21% stake in Hispano Carrocera, a reputed Spanish bus and coach manufacturer, and subsequently the remaining stake in 2009. Hispano's presence is being expanded in other markets. In 2006, Tata Motors formed a 51:49 joint venture with the Brazil-based, Marcopolo, a global leader in body-building for buses and coaches to manufacture fully-built buses and coaches for India - the plant is located in Dharwad. In 21 | P a g e
2006, Tata Motors entered into joint venture with Thonburi Automotive Assembly Plant Company of Thailand to manufacture and market the company's pickup vehicles in Thailand, and entered the market in 2008. Tata Motors (SA) (Proprietary) Ltd., Tata Motors' joint venture with Tata Africa Holding (Pty) Ltd. set up in 2011, has an assembly plant in Rosslyn, north of Pretoria. The plant can assemble, semi knocked down (SKD) kits, light, medium and heavy commercial vehicles ranging from 4 tons to 50 tons. Tata Motors is also expanding its international footprint, established through exports since 1961. The company's commercial and passenger vehicles are already being marketed in several countries in Europe, Africa, the Middle East, South East Asia, South Asia, South America, CIS and Russia. It has franchisee/joint venture assembly operations in Bangladesh, Ukraine, and Senegal. The foundation of the company's growth over the last 68 years is a deep understanding of economic stimuli and customer needs, and the ability to translate them into customer-desired offerings through leading edge R&D. With over 4,500 engineers, scientists and technicians the company's Engineering Research Centre, established in 1966, has enabled pioneering technologies and products. The company today has R&D centres in Pune, Jamshedpur, Lucknow, Dharwad in India, and in South Korea, Spain, and the UK. It was Tata Motors, which launched the first indigenously developed Light Commercial Vehicle in 1986. In 2005, Tata Motors created a new segment by launching the Tata Ace, India's first indigenously developed mini-truck. In 2009, the company launched its globally benchmarked Prima range of trucks and in 2012 the Ultra range of international standard light commercial vehicles. In their power, speed, carrying capacity, operating economy and trims, they will introduce new benchmarks in India and match the best in the world in performance at a lower life-cycle cost. Tata Motors also introduced India's first Sports Utility Vehicle in 1991 and, in 1998, the Tata Indica, India's first fully indigenous passenger car. In January 2008, Tata Motors unveiled its People's Car, the Tata Nano. The Tata Nano has been subsequently launched, as planned, in India in March 2009, and subsequently in 2011 in Nepal and Sri Lanka. A development, which signifies a first for the global automobile industry, the Nano brings the joy of a car within the reach of thousands of families. 22 | P a g e
(2.2.3)At home in the world Anchored in India and committed to its traditional values of leadership with trust, the Tata group is spreading its footprint globally through excellence and innovation. Each operating company in the group develops its international business as an integral element in an overall strategy, depending on the competitive dynamics of the industry in which it operates. Exports from India remain the cornerstone of the Tata groups international business, but different Tata companies are increasingly investing in assets overseas through Greenfield projects (such as in South Africa, Bangladesh and Iran), joint ventures (in South Africa, Morocco and China) and acquisitions.
(2.2.4)Priority markets
While individual Tata companies have differing geographical imperatives, the Tata group is focusing on a clutch of priority countries, which are expected to be of strategic importance in the years ahead. The regions are North America, UK, China, the Netherlands, Germany, South Africa, and members of the Gulf Cooperation Council, Brazil, Vietnam, Thailand and Sri Lanka. Ratan Tata, Chairman, Tata Sons, sums up the Tata groups efforts to internationalize its operations thus: I hope that a hundred years from now we will spread our wings far beyond India, that we become a global group, operating in many countries, an Indian business conglomerate that is at home in the world, carrying the same sense of trust that we do today. The Tata name has been respected in India for 140 years for its adherence to strong values and business ethics. The Groups 27 publicly listed enterprises have a combined market capitalization of some $60 billion, among the highest among Indian business houses, and a shareholder base of 3.2 million. In tandem with the increasing international footprint of its companies, the Group is also gaining international recognition. Brand Finance, a UK-based consultancy firm, recently valued the Tata brand at $11.4 billion and ranked it 57th amongst the Top 100 brands in the world. Business week ranked the Group sixth amongst the Worlds Most Innovative Companies. 23 | P a g e
And the Reputation Institute, USA, recently rated it as the Worlds Sixth Most Reputed Firm. The Tata Group has always believed in returning wealth to the society it serves. Two thirds of the equity of Tata Sons, the Tata Groups promoter company, is held by philanthropic trusts, which have created national institutions in science and technology, medical research, social studies and the performing arts. The trusts also provide aid and assistance to NGOs in the areas of education, healthcare and livelihoods. Tata companies also extend social welfare activities to communities around their industrial units.
TATA MOTORS LTD.
Tata motors is committed towards maximizing customer satisfaction and strive to achieve the goal of excellence by continual improvement by ongoing design and development of sale of reliable, safe, cost effective, quality product and service of international standard by using environment sustainable technologies for improving levels of efficiency and productivity within its plants and ancillaries
Mr. Cyrus Mistri, Chairman
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(2.2.5) COMPANY PROFILE
Tata Motors have two business unit the passenger car business unit (PCBU) and commercial vehicles business unit (CVBU).Tata Motors is a part of the Tata Group manages its share-holding through Tata Sons. The company expanded its operations to commercial vehicle sector in 1954 after forming a joint venture with Daimler-Benz AG of Germany. Despite the success of its commercial vehicles, Tata realized his company had to diversify and he began to look at other products. Based on consumer demand, he decided that building a small car would be the most practical new venture. So in 1998 it launched Tata Indica, India's first fully indigenous passenger car. Designed to be inexpensive and simple to build and maintain, the Indica became a hit in the Indian market. It was also exported to Europe, especially the UK. Tata acquired Spanish bus and coach manufacturer Hispano Carrocera in 2009. In 2006 it formed a joint venture with Marco polo S.A.of Brazil and introduced low- floor buses in the Indian Market under the name Tata Marco polo Bus. Recently, it has acquired British Jaguar Land Rover (JLR), which includes the Daimler and Lanchester brand names. Indias 1 st Largest Automobiles company, exporter and R&D Indias 2 nd Target Private sector co. Globally 5 th Largest Bus & truck manufacture 25 | P a g e
Tata Motors Limited is India's largest automobile company, with consolidated revenues of INR 1, 88,818 crores (USD 34.7 billion) in 2012-13. It is the leader in commercial vehicles in each segment, and among the top in passenger vehicles with winning products in the compact, midsize car and utility vehicle segments. It is also the world's fourth largest truck and bus manufacturer. Established in 1945, Tata Motors' presence cuts across the length and breadth of India. Over 7.5 million Tata vehicles ply on Indian roads, since the first rolled out in 1954. The company's manufacturing base in India is spread across Jamshedpur (Jharkhand), Pune (Maharashtra), Lucknow (Uttar Pradesh), Pantnagar (Uttarakhand), Sanand (Gujarat) and Dharwad (Karnataka). Following a strategic alliance with Fiat in 2005, it has set up an industrial joint venture with Fiat Group Automobiles at Ranjangaon (Maharashtra) to produce both Fiat and Tata cars and Fiat powertrains. Tata Motors is also expanding its international footprint, established through exports since 1961. The company's commercial and passenger vehicles are already being marketed in several countries in Europe, Africa, the Middle East, South East Asia, South Asia, South America, CIS and Russia. It has franchisee/joint venture assembly operations in Bangladesh, Ukraine, and Senegal. Tata Motors is committed to improving the quality of life of communities by working on four thrust areas - employability, education, health and environment. The activities touch the lives of more than a million citizens. The company's support on education and employability is focused on youth and women. They range from schools to technical education institutes to actual facilitation of income generation. In health, the company's intervention is in both preventive and curative health care.
(2.2.6)TATA MOTORS LTD. GLOBAL OPERATIONS
Tata Motors has been aggressively acquiring foreign brands to increase its global presence. Tata Motors has operations in the UK, South Korea, Thailand and Spain. Among them is Jaguar Land Rover, a business comprising the two iconic British brands that was acquired in 2008. Tata Motors has also acquired from Ford the rights of Rover. In 2004, it acquired the Daewoo Commercial Vehicles Company, South Koreas second largest truck maker. The rechristened Tata Daewoo Commercial Vehicles Company has launched several new products in the Korean market, while also exporting these products to several international 26 | P a g e
markets. Today two-thirds of heavy commercial vehicle exports out of South Korea are from Tata Daewoo. In 2005, Tata Motors acquired a 21% stake in Hispano Carrocera, a reputed Spanish bus and coach manufacturer, giving it controlling rights of the company. Hispanos presence is being expanded in other markets. On Tata's journey to make an international foot print, it continued its expansion through the introduction of new products into the market range of buses (Star bus & Globus) as well as trucks (Novus). These models were jointly developed with its subsidiaries Tata Daewoo and Hispano Carrocera. In May, 2009 Tata unveiled the Tata World Truck range jointly developed with Tata Daewoo. They will debut in South Korea, South Africa, the SAARC countries and the Middle-East by the end of 2009. In 2006, it formed a joint venture with the Brazil-based Marcopolo, a global leader in bodybuilding for buses and coaches to manufacture fully-built buses and coaches for India and select international markets. Tata Motors has expanded its production and assembly operations to several other countries including South Korea, Thailand, South Africa and Argentina and is planning to set up plants in Turkey, Indonesia and Eastern Europe. Tata also franchisee/joint venture assembly operations in Kenya, Bangladesh, Ukraine, Russia and Senegal. Tata has dealerships in 26 countries across 4 continents.
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(2.2.7)PRESENT AND FUTURE CHALLENGES
The popular myth that Tata Motors have some distinct advantages in comparison to other multi-national competitors especially a cost advantage as labor costs are not true as Tata Motors has 8-9 percent of sales as compared similar percent for most multinational companies. Also employee productivity in Tata Motors is less than 1/3rd (in $million sales / employee) than Toyota. Another advantage in the increasing demand in its own backyard, India due to infrastructure developments and rising GDP. India remains one of the few developing auto markets where domestic brands have managed to keep a large presence, Tata and fellow compatriots account for more than 60% of the passenger vehicle sales and 95% of commercial vehicle sales. There are also favorable Government policies and regulations in place in order to help boost the auto industry. However, Tata has not been able to capitalize on its global presence. Tata relies heavily on its sales in India and has not yet managed to create a foothold in international markets even though it has a number of well reputed subsidiaries. However, Tata Nano may boost its international presence, at least in developing economies. Though it has an advantage in India, thanks to low costs and government policies it soon faces stiff competition from it multinational competitors all eyeing for a share in the ever growing Indian auto sector. Earlier, a policy required majority-owned subsidiaries of foreign car firms to invest at least $50 million in equity if they wished to set up manufacturing projects in India and mere car assembling operations were not welcomed. An Indian cabinet panel has since announced a new automobile policy that sets fresh investment guidelines for foreign firms wishing to manufacture vehicles in the country. Investments in making auto parts by a foreign vehicle maker will also be considered a part of the minimum foreign investment made by it in an auto-making subsidiary in India. The move is aimed at helping India emerge as a hub for global manufacturing and sourcing for auto parts. The policies adopted by Government will increase competition in domestic market, motivate many foreign commercial vehicle manufactures to set up shops in India, whom will make India as a production hub and export to nearest market. Thus Tata Motors will have to face tough competition in near future, which might affect its growth negatively. Currently, the presence of Suzuki through its subsidiary, Maruti Suzuki in the Indian market may also be alarming. Maruti has aggressively launched family cars to undermine the Tata 28 | P a g e
models. Tata has continued to be strong in the MUV and SUV sector due to lack of competition and correct pricing. However, Tata now faces stiff competition from fellow compatriot Mahindra Group as well as multinational brand like Toyota and Chevrolet. In addition, the growing presence of fellow Indian competitors, Mahindra and Force Motors not only in the Indian but also in the Global market may affect Tata's sales. Mahindra and Force have formed joint ventures with Renault and MAN respectively. Mahindra has also formed a 51:49 JV called Mahindra Navistar with ITEC, USA (parent Navistar International), to manufacture commercial vehicles and to bolster its position in the CV business Ashok Leyland, which is the second largest commercial manufacturer in India has remained Tata's biggest competitor in the Indian heavy commercial vehicle market and with its acquisition of Czech Republic-based Avia it may manage to increase its presence in neighboring markets such as Sri Lanka, Nepal where Tata Motors has a monopoly. To counter the growth of these various companies Tata has come up with revised or new models like Indica Vista, Indigo Vista, Xenon, Tata World Truck and an aggressive marketing policy.
(2.2.8)Achievements
Mr. Ratan Tatas vision and ambition drove Tata Motors from being just the truck manufacturer to a successful world class car manufacturer. Let us just have a quick look at some memorable achievements of Tata Motors under the leadership of Mr. Ratan Tata. 1991 Tata Motors launched its first passenger vehicle called Tata Sierra SUV. 1992 The company introduced a station wagon named Tata Estate (inspired from Mercedes T-series car). 1994 Tata Sumo was launched, even on-sale now. 1998 Tata Motors history as a big milestone because the company launched 2 products, the Tata Indica and the Tata Safari in the same year. 2002 The sedan version of Indica was launched christened Tata Indigo. 2004 The station wagon based on Indigo sedan was launched called Tata Indigo Marina. And the first global automobile acquisition was made by Tata Motors of Daewoo Commercial Vehicle Company of South Korea. 29 | P a g e
2005 Tata Motors launched an all-new segment of the Light Commercial Vehicle with a sub 1.0-tonner Tata Ace mini truck. 2007 The stretched wheelbase version of Indigo was launched named Indigo XL (the XL here refers to Extra Large). 2008 Shorter version of Indigo was introduced named Indigo CS (the CS here refers to Compact Sedan). Also the next-generation Indica was launched called Indica Vista. The most prestigious acquisition made by Tata Motors was of the iconic auto brands Jaguar & Land Rover from Ford. 2009 Next-generation Indigo or sedan version of Indica Vista was introduced, called Indigo Manza. However, the biggest outcome of Ratan Tatas most ambitious project, the Tata Nano was unveiled. And the company acquired, a fully built European bus manufacturer Hispano Carrocera SA in phased manner. 2010 The most refined and most advanced Tata product ever, the Tata Aria was launched. In recent times, Ratan Tata has supported projects like Tata Pixel, Vista and Manza hybrid. Besides these, he has actively supported the research of cars that run on Alternative fuels, such as Air and Water (H2O). All the mentioned vehicles are under development.
(2.2.9)JOINT VENTURE & ACQUISITIONS
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2.2.10)The product LOB (line of business) is demonstrated below:
HCV - heavy commercial vehicles LCV- light commercial vehicles ICV- intermediate commercial vehicle SCVC - small commercial vehicles cargo SCVP - small commercial vehicles passenger TATA Motors CVBU HCV ICV SCV-C SCV-P PVBU Bus Car 31 | P a g e
COMMERCIAL VEHICLE BUISNESS UNIT Trucks 1510 1512 1610 1616 2516 3015 3118 3516 4018 4923 Buses WINGER STARBUS MARCOPOLO LCV 407 709 909 1109 SCV-P MAGIC IRIS WINGER VENTURE SCV-C ZIP ACE ACE HT SUPER ACE Telco Line 207Ex 207RX XENON 32 | P a g e
As shown above Tata Motors is manufacturing as two different units: 1. CVBU : (commercial vehicle business unit) The CVBU has plants located in : Jamshedpur Pune Pantnagar Dharwaad Luckhnow Gujarat (anand)
2. PVBU: (passenger vehicle business unit) The PVBU has its plant located in Pune as well as anand. (2.2.10)Hierarchy of CVBU
The regional offices of Tata Motors ltd are located in four regions: R O EAST Kolkata RO WEST Mumbai (Thane)
RO NORTH Delhi RO SOUTH Chennai The Jamshedpur area office comes under RO EAST where the regional manager is Mr. Habib Shahid. There are five area offices located in the east region: 1. Jamshedpur & Ranchi for Jharkhand 2. Patna for Bihar 3. Bhubaneswar for Orissa 4. Kolkata for West Bengal
Chairman : Mr. Cyrus P.Mistry Vice chairmam : Mr. Ravi Kant Managing Director : Mr. Karl Slym Head CVBU : Mr Ravindra Pisharody Head Quality : Mr. Satish Balakrishna Borwankar Head ERC : Dr. Tim Levetron CFO & President : Mr. C Ramakrishanan Chief HRO : Mr Prabhir Jha
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In the state of Jharkhand Tata Motors Ltd deals with 7 Tata Motors authorized dealers at this time: 1. Mithila Motors ltd. 2. JMA Stores. 3. ENAR Enterprises. 4. Gajraj Vahan pvt ltd. 5. Bhudhiya Agencies ltd. 6. Ganpati vahan pvt ltd. 7. R A Himmatsingha bros.
At present Tata Motors has around 600 dealers operating in entire India with 12000 service stations TASS (Tata authorized service stations) and 10000 company trained mechanics. In the state of Jharkhand itself around 31 TASS are located.
(2.2.11)Subsidiary companies
These are the various subsidiaries of Tata motors Jaguar land rover Tata marcopolo motors Tata Daewoo Hispano carrocera Tata motors (Thailand) Telcon Tata motors European technical centre Tata technologies TAL manufacturing solution HV Transmission and HVAxles Tata auto camp TML distribution co.
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(2.2.12)REPORTING STRUCTURE AT TATA MOTORS (CVBU)
RSM AM (STATE) RM V.P MM TSM TERITORY SALES MANAGER RSM REGIONAL SALES MANAGER AM ASSISTANT MANAGER RM REGIONAL MANAGER MM MARKEING MANAGER V.P VICE PRESIDENT TSM TSM TSM 35 | P a g e
(2.5)Competitors in commercial vehicle category are
Mahindra and Mahindra Force Piaggio bajaj
(2.6)Joint Venture Brands
VE Commercial Vehicles Limited - VE Commercial Vehicles limited - A JV between Volvo Groups & Eicher Motors Limited. Ashok Leyland - originally a JV between Ashok Motors and Leyland Motors, now 51% owned by Hinduja Group Swaraj Mazda - originally a JV between Punjab Tractors and Mazda, now 53.5% owned by Sumitomo Group Kamaz Vectra - A JV between Russia's KaMAZ and the Vectra Group
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Chapter 4 Review of Literature 37 | P a g e
Review of literature & theoretical background
(3.1) Review of literature
(3.1.1)ICRA Research Report, June 2012:- India is the worlds foremost producer, consumer and exporter of three-wheelers (3Ws) with domestic sales of 5.13 lakh units and exports of 3.63 lakh units in the financial year ending March 31, 2012 (Source: SIAM). 3Ws are widely used in India as an affordable means of short-to-medium distance public transportation and last mile connectivity for goods transportation. Apart from the domestic demand, India has also emerged as important export hub for 3Ws with presence in some of the South Asian, African and Latin American markets that are replicating Indian 3W story with rising disposable incomes but inadequate public transport systems. Overall, the 3W industry has witnessed relatively healthy 15% CAGR volume growth over the last decade driven by moderate domestic growth (10% CAGR) and robust exports growth (38% CAGR). However, the successful launch of four-wheeled Small Commercial Vehicles (mainly Tata ACE in 2005-06) has altered the industry dynamics especially for the cargo segment, considerably over the last five years. While high tonnage (0.75T and above) 3W cargo segment has already made way for 4W SCVs that provide higher stability, safety, speed, space and style; SCVs are gaining popularity even in the lower tonnage (0.5T) Cargo and Passenger segments with introduction of some of the recently introduced smaller vehicles by CV OEMs. While domestic 3W goods segment has DE grown at 9% CAGR, SCVs have reported robust 21% CAGR growth over the last five years. Besides, slowing economic growth, moderating consumer goods consumption, high inflation, increase in financing costs, rising fuel prices, absence of fresh permits by the state governments and overall high base has impacted domestic 3W passenger sales in FY12.
(3.1.2)Understanding the market dynamic of small commercial vehicle In India the Small Commercial Vehicle (SCV) segment was created by the launch of Tata Ace Zip in May 2011. This category can roughly be characterized as sub 611cc engine. This segment competes in the prevailing three-wheeler segment on the basis of cost, durability and new pollution control laws. 38 | P a g e
Micro trucks are suitable for short intra-city deliveries, plying on narrow village roads, long highway hauls carrying small bulky loads or even heavy cargo. Before the coming of mini trucks to India, this segment was being catered by three-wheelers. With the Supreme Court of India's ban of overloading of cargo vehicles and restrictions on the entry of heavy commercial vehicles into city, the necessity of an intermediate segment was observed. Tata became the frontrunner to fill the gap by launching the first micro truck of India Tata Ace. With the immense popularity of Tata Ace Zip, many other manufacturers from three-wheeler segment or from Light Commercial Vehicle segment jumped into the SCV segment. Four-wheeler SCVs have eclipsed growth rate of the domestic three-wheeler goods segment. Competition is likely to intensify in the passenger segment going forward. The launch of Tata ACE (Sub 1T, 4W LCV) in 2005-06 has completely altered the industry dynamics, with 4W SCVs increasingly replacing 3Ws due to rising aspiration levels and social prestige attached with owning four-wheelers. 4W SCVs provide higher comfort and superior driving experience due to car like driving, stylish looks, larger cabin space, more balanced structure, higher speed, higher stability / safety and lower emissions. As shown in the graph besides, the 4W SCVs have considerably outperformed 3W sales consistently over the last 6-7 years; the contribution of 3Ws sales have reduced steeply from 71% in FY05 to 23% in FY12. The strong growth and increasing market share of 4W SCVs has prompted several leading 3W manufacturers such as M&M (Gio, Maxx, and Maxximo), Piaggio (Ap Truck, Mini) and Force Motors (Trump 15 and 40) to enter this segment over that last 2-3 years. The leading domestic M&HCV player Ashok Leyland too has recently entered the segment (through its JV with Nissan) by launching its 1.25T SCV Dost. On the other side, the market leader Tata Motors too has been proactive in terms of product innovations by launching newer variants like Super Ace (1.25T) & Ace Zip (0.6T). We expect competition to further intensify in the SCV segment over the medium term as existing players ramp-up their product offerings and new local players (like Atul Auto, JS Auto) / Chinese players enter the market. With higher tonnage 3W segment already eliminated, the competition is now intensifying in lower tonnage (0.5T) segment with launch of products like Tata Ace Zip, M&M Gio and Piaggio Ape - Mini Truck. 39 | P a g e
Moreover, the SCV manufacturers are increasingly setting their eyes on the 3W passenger segment. Tata Motors has already launched passenger variants (Tata Magic - a passenger- variant of Tata Ace, Tata Iris a passenger variant of Ace Zip, Tata Winger) that have evoked encouraging response and are increasingly replacing 3Ws used for longer distance inter-city transports. With rising tides, Bajaj Auto that dominates 3W auto-rickshaw segment - too has been prudent enough to envisage an upgrade to 4Ws and has recently unveiled its first 4W passenger variant RE60. Benefiting from higher mileage (35 kmpl) and lower emissions (60 g/km of CO2), RE60 aims to capitalize on growing demand for safe, environment-friendly and fuel-efficient means of urban public transport that could eventually replace the 3W auto-rickshaws. Overall, the entry of bigger OEMs with deep understanding of the Indian automobile industry and strong brands, established product portfolios, solid supplier/vendor base and wider dealer network/distribution reach could further cannibalize the domestic 3W sales going forward. (3.1.3)Subrata Ray, Senior Group Vice President, ICRA Research:- "However, the successful launch of four-wheeled Small Commercial Vehicles (mainly Tata ACE in 2005-06) has altered the industry dynamics considerably over the last five years. The high tonnage three-wheeler cargo segment (0.75 tones and above) has already made way for four-wheeler SCVs that provide higher stability, safety, speed, space and style. The SCVs are increasingly gaining popularity even in the lower tonnage (0.5 tones) cargo segments with the introduction of smaller vehicles by CV OEMs recently. While the domestic three-wheeler goods segment has de-grown at nine percent CAGR over the last five years, SCVs have reported robust 21 percent CAGR growth over the same period. Moreover, slowing economic growth, moderating consumer goods consumption, high inflation, increase in financing costs, rising fuel prices, absence of fresh permits by the state governments and overall high base has impacted domestic three-wheeler sales in FY12. Despite the near-term headwinds, we expect the 3W industry to report a moderate volume CAGR of 7-8 percent over the next five years. We expect the long-term sales growth to be the highest in the exports segment, followed by that in the passenger carrier segment and the lowest in the goods carrier segment due to intense competition from the four-wheeler small commercial vehicles Ray added. 40 | P a g e
The Commercial Vehicle Megatrends India 2013 conference, which took place in Chennai on February 26-27, 2013, brought together more than 30 expert speakers and 300 delegates to network and debates the technologies and trends that are shaping Indias commercial vehicle industry. (3.1.4)Frost and Sullivan Press Release, Mumbai, India, July 19, 2012:- Frost & Sullivan has revealed that the Small and Light Commercial Vehicle (SCV and LCV) market in India is set for robust growth due to macro-economic parameters such as infrastructure development, upcoming Special Economic Zones (SEZs) across the country, and urbanization. According to Frost & Sullivan, alongside these key parameters, future demand for these vehicles is likely to be driven by the following factors: Abundance of small lanes in urban, semi-urban, and rural areas in India where it is easier to maneuver SCVs and LCVs SCVs are being used as last-mile transportation mode in many rural and semi-urban areas where public transportation is scarce. A SCVs performance is better in terms of driving in rough terrain, passenger comfort, and number of customers ferried, compared to a three- wheeler Indian cities are moving towards hub-and-spoke model due to which SCVs and LCVs are allowed to ply inside the city, while heavy vehicles are allowed only outside city limits The forthcoming complimentary Frost & Sullivan Analyst Briefing (AB) titled, Strategic Assessment of the Small and Light Commercial Vehicles Market in India would delve into various aspects of the SCV and LCV market in India. The webinar would be hosted by Tura Ali Khan, Program Manager, Automotive & Transportation Practice, Frost & Sullivan South Asia, Middle East, and North Africa, and would be held on Wednesday, July 25, 2012, at 3:30 pm IST. The Indian SCV and LCV market is the fastest-growing segment in the world. With a market size of 353,620 units in 2011, it is expected to grow at a compound annual growth rate (CAGR) of 18 percent in the next 5 years to reach 0.83 million units by 2016. Keeping this in mind, this Frost & Sullivan AB would analyze aspects that would help LCV and SCV manufacturers to increase sales in India, opportunities for original equipment manufacturers (OEMs) to take advantage of the pricing gaps in existing products in the market, and various 41 | P a g e
opportunities and challenges prevalent in the Indian SCV and LCV market. This AB will benefit marketing and product planning personnel, along with component manufacturers and distributors of CV manufacturers. "At present there are immense opportunities to be explored in this segment, and many international OEMs are setting up their plants in India to tap this segment. Both Indian OEMs and multinational entrants are planning new products/variants with feature and price differentiations," observes Turab Ali Khan. "There are huge gaps in vehicle availability with regards to the Gross Vehicle Weight (GVW), pricing, and power, currently. Hence, this situation can be exploited to tap further growth in this market." (3.1.5)Frost and Sullivan Press Release, Mumbai, India - 30th July, 2012:- Economic changes in India have fuelled growth of the commercial vehicle (CV) market and other factors have helped skew the market in the favor of the small commercial vehicle (SCV) and light commercial vehicle (LCV) segments. Just entering its rapid growth phase, the SCV and LCV market in India is the fastest growing in the world and is expected to continue growing for the next 5-10 years. New analysis from Frost & Sullivan, Strategic Assessment of Small and Light Commercial Vehicles Market in India; finds that sales of small and light CVs in India stood at 353,620 units during 2010-11. This is expected to grow at a CAGR of 18.5 per cent for the next 5 years with sales volumes reaching a mark of 827,920 units by 2015-16. SCV goods carrier is expected to account for around 70 per cent of this volume. The Indian CV market is polarizing towards the small and light CV segments with the market share of medium CVs (MCVs) declining. This trend is intensified by many factors. For instance, the restriction on medium and heavy CVs' entrance into metro cities has made it necessary for logistics companies to procure SCVs and LCVs for within-city delivery of goods. Availability of low cost LCVs with high power and gross vehicle weight (GVW) capacities has also eaten the market share of MCVs. However, the entrance of global CV majors into the Indian market through joint ventures with local majors is expected to make it very competitive, with many new and better products hitting the market. Nonetheless, local majors like Tata Motors Ltd (TML), Ashok 42 | P a g e
Leyland (AL) and Mahindra & Mahindra (M&M) will continue to dominate the market due to their widespread network in India and increasing acquisitions abroad. "As competition increases, it is important to strategically position products as early in their lifecycle as possible to capitalize on the market trends," said Frost & Sullivan Automotive Research Analyst. "Inflation caused by polarization and de-regulation of fuel prices, among other factors, has a direct impact on earnings of the organization." Manufacturing in India is a key strength, especially for low cost trucks, which can generate a good business opportunity in growing global markets such as Mexico, Brazil, Africa and China. Domestic companies can attract high volumes as these products provide similar configurations at lower costs. "Designing the right product to be placed strategically in the market is critical for the long- term growth of the OEMs," concluded the Analyst. "The best combination of product and partner will ensure technological superiority a better market share of the OEM." (3.1.6)The Hindu Business line Mumbai, May 10:- Tata Motors has launched a new four-wheel, small passenger carrier, Magic IRIS, and 600- kg smart micro truck, Ace Zip, priced at Rs 1.95 lakh and Rs 1.9 lakh (ex-showroom Thane near Mumbai), respectively. The companys Magic IRIS is a 3-4 seater small passenger carrier and is a better substitute for passenger-carrying three-wheelers. Magic IRIS is a better alternative to auto rickshaws and other similar three-wheeler passenger carriers. This small passenger vehicle segment is doing well and we hope people accept this vehicle, the Tata Motors President, Commercial (CVBU), Mr Ravi Pisharody, told reporters here today. The IRIS is equipped with a 611-cc, water-cooled engine with 11 HP power. The vehicle comes with a warranty of one year or 36,000 kilometres. It will be available in four colours arctic white, ruby red, school yellow and jet black. The Ace Zip comes with a warranty of 36,000 km or 12 months and is the only vehicle in the sub-600 kg category to be powered by a water-cooled engine. 43 | P a g e
Tata Motors has been a pioneer in creating and growing the small commercial vehicles market in India with the Tata Ace and the Tata Magic. With the introduction of Magic IRIS and Ace Zip, the company will more comprehensively address the burgeoning need of public transportation and goods movement, the Tata Motors Managing Director (India Operations), Mr P.M. Telang, said in a statement.
(3.8)PRODUCT DESCRIPTION
The Tata Ace Zip is a micro-truck launched in May 2011 by Tata Motors in India. It is in competition with the prevalent three-wheeled goods carriers from Bajaj Auto, Piaggio, Mahindra and Force Motors. The new vehicle was positively received by the users. The initial sales figures are motivating. The Ace Zip has yet again created another historical event in the commercial vehicle industry. TATA Ace Zip is produced in Pantngar plant of Tata Motors.
Tata Ace Zip is marketed as a micro truck in India. Priced between at Rs.1.9 lakhs INR, the company aims to convert three-wheeler users to 4-wheelers. One of the ideas that prompted the launch of this vehicle was to develop more opportunities of self-employment in the country. Moreover there was a need for an efficient last mile vehicle, TATA has found the gap in the market and released Ace Zip. The 611 cc engine delivers a power of 11.3 hp at 3000 gives a tough competition to Piaggio's mini truck (3-wheeler). It has a permissible loading capacity of 600 kg. It also has a modern cabin compared to its three-wheeler rivals. It is best suited for use by villagers in carrying goods over short distances.
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(3.4) 4 Ps of TATA ACE zip
Product
Being 4 wheeler; gives higher status Safer and comfortable than 3 wheeler. Capacity of carrying the load up-to 600kgs. Easy to travel in rural areas. Innovative 1 cylinder radiator diesel engine All weather protection 4 wheel stability with load.
Price
The company targeted customers who were willing to pay higher price for extra value provided to them and also vehicle is designed to reduce the operating cost. TATA ACE zip is a winning concept with 4 wheeler functionality and Price close to that of 3 Wheelers
Place
Availability of the product at right place and at right time City, Small Town, Villages and Urban belts in India
Promotion
Communication Channels: Print Media- The Apki Safalta Ka Pahiya Advertisement. Public Relations Generated a lot of Positive Press in the Launch Period and also by gaining International Awards. 45 | P a g e
Television 1st LCV Brand used extensive ad on T.V. Ads Communicating new opportunities that Ace Present.
(3.5)Segmentation
Geographic segmentation:
Rural areas-Rural villages with population of over 10000. Urban areas-Semi-urban areas, small towns with population between 20000-50000.
Demographic segmentation:
Age- 20 to 34, 35 to 49 years. Gender-male. Occupation- First time LCV purchasers Farmers Small trade
Behavioral segmentation:
Benefits- 4wheeler benefits i.e. comfort, style, safety. User status-1st time 4 wheeler users and existing 3-wheeler users etc.
(3.6)Targeting
Three wheeled and four wheeled goods carriers from bajaj auto, piaggio, mahindra and force motors. The company majorly aims to convert three wheeler user to four wheeler. To develop more opportunities of self-employment in the country. 46 | P a g e
Vehicle that could take light loads over short distance. Suited for use by villagers in carrying goods over short distance and long distance.
(3.7)Positioning
Positioning statements:
Indias First Micro Truck A product for all your needs in lesser price feel good about the job Trustworthiness of ace Transportation at the last mile (3.8.2)FEATURES OF TATA ACE-ZIP
HIGHER EARNINGS HIGHER REVENUE LOWER OPERATIONAL COST SMART VEHICLE COMFORT SAFETY STYLE 47 | P a g e
(3.9)PROMOTIONAL ACTIVITIES
There are various activities organized by TATA MOTORS for the promotion of their products (vehicles).Few of the promotional activities done by them for promoting
Tata motors follow a strategically based customer acquisition sales process. During this acquisition process customer is looked forward in following stages: Customer Acquisition Process/Sales Planning Process Enquiry/Contact Quotation Advance Payment Vehicle Delivery
C0 C1 C2 C3 Prospect Customers (Universe)
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There are 4 steps in which Tata Motors CVBU categorize their customers in the short term C0 - These are interested Customers. C1 - These are those customers who have received Quotation/ Performa Invoice. C2 - The customers who have made down payment fall into this category. C3 - Customers to whom Delivery of vehicle is made against DD/ Cheque/ RO.
The Customer Acquisition process establishes how CVBU tracks Customers (including customers such as new, potential, repeat, competition, lost customers). This helps CVBU to track performance against the sales target set on virtually on daily basis, and helps Tata Motors to achieve those targets. Thus CVBU uses information gathered in L&L approaches both for Short term and Long term in order to retain customer focused in their actions and to continuously satisfy the changing needs of the customers.
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Chapter 4 Objective and Scope of the Project 50 | P a g e
Objectives:
To study the preference of the consumers when buying 3 wheeler (cargo). To analyze the different attributes of the vehicle. To get feedback about TATA ACE Zip from the existing users. To check the awareness among the user and non-users about TATA ACE Zip. To find out the problem faced by the vehicle
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Chapter 5 Research Methodology 52 | P a g e
Research Methodology
(5.1) Research
Research is the search for and retrieval of existing, discovery or creation of new information or knowledge for a specific purpose. Research has many category from medical research to literary research. Consumer Marketing Research is a form of applied sociology which concentrates on understanding the behavior, whims and preferences, of consumers in a market- based economy. The field of consumer marketing research as a statistical science was pioneered by Arthur Nielsen with the founding of the A Nielsen Company in 1923. In any marketing research defining the problem is the most important problem in a very and precise manner. So that the researcher understood the area of study involved Research is process of systematic and in depth study or search for any particular topic, subject or area of investigation backed by collection, compilation, presentation and interpretation of relative details of data. It is a careful search or enquiry into any subject matter which is an endeavor to discover or find out valuable facts which would be useful for further application or utilization. Research methodology is a way to systematically solve the research problem. It may be understood as a science of studying how research is done systematically. In it we study the various steps that are generally adopted by a research in studying his research problem along with the logic behind them. It is necessary for the researcher to know not only the research method but also the methodology. Statistical investigation require systematic collection of data, so that all relevant groups are represented in the data. To determine the customer preference, for example, the researcher might study 200 customers in a certain geographical area. It must be ascertained that the group contains people representing variables such as income level, race, education and neighborhood.
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(5.2)Research design Descriptive and Exploratory research design was used to conduct this research. Descriptive research design helps to know the perception of influences 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.
(5.3)Research tools and techniques Communication approach was basically structured questioning, that is personal interview with the help of printed questionnaires. To serve the purposes, two types of Questionnaire was made , one for the existing customers of TATA ACE-ZIP and the other for its competitors users like Piaggio, Mahindra, to gain maximum relevant information within minimum time.
(5.4)Source of data As for the data it was essential to depend upon both primary and secondary.
(5.4.1)Primary data Primary data is collected for the first time in keeping with the specific data requirement of research study. They are essentially field data collected by using an appropriate survey technique. When a field study covers the entire population, the resultant census-based data may be termed as primary population; the sample-based data may be named as primary sample data. There are several methods of collection primary data, particularly in surveys and descriptive researches. a) Preparing of Questionnaire:- The quality and quantity of information collected through a questionnaire depends to large extend on how best the questionnaires is prepared and designed. Well thought-out and objectively stated questions are more effective in fetching quick response. All these come from experience in conducting research. Questionnaires include both CLOSED as well as OPEN ENDED questions
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b) Observation:- This method implies the collection of information by way of own observation without interviewing respondents. The observation method is the most commonly used method especially in studies relating to behavioral sciences. In a way we all observe things around us, but this sort of observation is not scientific observation. Observation become a scientific tool and the method of data collection for the research. C) Interaction With consumers: Personal interviewing is the most frequent used technique having its own merits and demerits. One of the chief merits is that it facilities better response. The quality of answers is likely to be more reliable and objective. For, it offers the quality of answers is likely to be more reliable and objective. For, it offers the interviewer an opportunity to make clarification and do necessary explanation to the respondents wherever needed. A small set of question was made for interacting to the consumers
(5.4.2)Secondary data These data area complied at different levels by governments at the center and those of the state, including government departments and other agencies entrusted with the data completion as their specific task. At another level, there are a host of individual public and private organization, companies, and firms which also keep generating huge data. This is done primarily for purpose of monitoring internal functioning. Secondary data like, history of TATA MOTORS, physical and political descriptions of Jamshedpur, etc. have been collected from the following sources. Magazines Company websites Reports . (5.5)Sampling plan A sampling plan is a detailed outline of which measurements will be taken at what times, on which material, in what manner, and by whom. Sampling plans should be designed in such a way that the resulting data will contain a representative sample of the parameters of interest and allow for all questions, as stated in the goals, to be answered. 55 | P a g e
(5.5.1) Convenience Sampling:- Convenience sampling, as name implies is based on the convenience of the researcher who is to select a sample. Convenience sampling is one in which the researcher select the most accessible population members. Respondents in the sample are included in it merely on account of their being available on the spot where the survey is in progress. In this researcher may stand at a certain prominent point and interview all those or selected people who pass through that area. These types of samples are used primarily for reasons of convenience. It is often used for new product formulations or to provide Gross-sensory evaluations by using employees, students etc.
(5.6)Method of research (5.6.1)Descriptive Research method:- Descriptive research, also known as statistical research, describes data and characteristics about the population or phenomenon being studied. However, it does not answer questions about eg: how/when/why the characteristics occurred, which is done under analytic research.
(5.7)Sample design
The way of selecting a sample is known as sample design. It is definite plan for obtaining sample from given population. It refers to the procedure or technique adopted in selecting items for the sample. Type of design is Non Probability.
(5.9)Tool used for survey - The observations and feedback were recorded using structured questionnaires.
(5.10)Sample Size - Total sample size was 97. It was divided into two segments, 10 respondents from Tata ace zip and 87 respondents from 3 wheeler cargo
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(5.11)Target group - The existing Tata ace zip and 3 wheeler cargo driver
(5.12)Sampling method - Non probability convenience sampling
(5.13)Analysis of data - The analysis of data requires number of closely related operations such as tabulation and drawing statistical inferences. The raw data is then classified into some purposeful and usable categories. The raw data was carefully analysed and the response were recorded in the form of a spread sheet. The analysis was done with the help of different mathematical tools using excel package. The final data was represented in a tabular format and the analysed output was presented in the form of different graphs. After every graph the key findings for the respective question are given
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Chapter 6 Data Analysis and Interpretation 58 | P a g e
QUESTIONNARE
1) Ownership
Table no. (6.1):- Ownership
SR. no. Parameter No. of respondent percentage
1
owner 6 7%
2
Driver 42 48%
3 Owner cum driver 39 45%
Figure no. (6.1):- Ownership
Interpretation: As per the survey conducted, the above graph shows that 7% of the respondent were owners, 48% were driver and 45% were owning their own vehicle and running on their own. Which also states that feedback comes from 93% of the total, who actually drives.
7% 48% 45% 0 10 20 30 40 50 60 Owner Driver Owner cum driver 59 | P a g e
2) Vehicle owned
Table no. (6.2):- vehicle owned
SR. no. Parameter No. of respondent percentage
1 BAJAJ 13 15%
2 MAHINDRA 12 14%
3 PIAGGIO 62 71%
Figure no. (6.2):- vehicle owned
Interpretation: The above graph shows that as per the survey done in different areas, Piaggio users were 71%, Bajaj 15% and Mahindra 14%. This shows that Piaggio is leading the market.
15% 14% 71% 0 10 20 30 40 50 60 70 80 BAJAJ MAHINDRA PIAGGIO 60 | P a g e
3) Use of Vehicle
Table no. (6.3):- use of vehicle
SR. no. Parameter No. of respondent percentage
1 Market Load Operator 65 75%
2
Captive 22 25%
Figure no. (6.3) :- use of vehicle
Interpretation: According to the survey conducted, we found that 75% were market load operator and 25% were of captive segment. Which means while entering the commercial segment TATA ACE ZIP would have to focus more on Market load operator, which has a major demand.
Market Load Operator 75% Captive 25% 61 | P a g e
4) What are the attributes important for you, when making decision of buying a SCV?
Interpretation: As per the graph, the most important attributes seen while buying a SCV is capacity of the vehicle, low maintenance, price, pickup and engine of the vehicle. Other attributes doesnt attract much to the buying decision of the SCV customers.
94% 61% 46% 64% 93% 87% 79% 38% 86% 36% 0 10 20 30 40 50 60 70 80 90 100 62 | P a g e
5) How long have you been using this vehicle?
Table no. (6.5):- Duration
SR. no. Parameter No. of respondent percentage
1 0-1 year 8 9%
2 1-2 years 15 17%
3 2-3 Years 13 15% 4 3-4 years 19 22% 5 4-5 Years 7 8% 6 5-6 Years 10 11% 7 6-7 Years 2 2% 8 7-8 Years 5 6% 9 8-9 Years 8 9%
Figure no. (6.5) :- Duration
Interpretation: As per the graph, most of the vehicles were 3-4 years old. From last few years the sales is decline of 3 wheeler (cargo). This graph also states the long lasting durability of the market, as 9% of the total vehicle in the market come to the bucket of 8-9 years.
9% 17% 15% 22% 8% 11% 2% 6% 9% 0 5 10 15 20 25 0-1 year 1-2 years 2-3 years 3-4 years 4-5 years 5-6 years 6-7 years 7-8 years 8-9 years 63 | P a g e
Interpretation: The above graph shows that, according to the survey, most respondents take 4 trips per day. Making the most of the commercial vehicle, users believe in making optimum utilization as 93% of people make 3-5 trips a day. Being 4 trips a day most economic as 45% of the total users following the same.
1% 3% 28% 45% 20% 1% 0 1% 0 1% 0 5 10 15 20 25 30 35 40 45 50 1 2 3 4 5 6 7 8 9 10 64 | P a g e
Interpretation: the above graph shows that 59% people cover a distance of 50kms and above. This being the most economical to the users and giving the maximum productivity out of the SCV. People intend to cover more distance. Giving them the maximum monetary benefit.
2% 6% 9% 24% 59% 0 10 20 30 40 50 60 70 10-20 20-30 30-40 40-50 50 above 65 | P a g e
Interpretation: As per the survey, users seem to be making optimum utilization of their vehicle by carrying a load of 900 1200 Kgs. As it was learnt that carriage has a direct impact to the mileage of the vehicle. And being this the most productive having major monetary benefit this is been preferred by most of the users as 58% of the total agrees to the same. Point noted here was this is the legal violation of the commercial vehicle as only 600 kgs are allowed in SCV.
0 3% 27% 58% 12% 0 0 10 20 30 40 50 60 70 0-300 300-600 600-900 900-1200 1200-1500 1500 above 66 | P a g e
Figure no. (6.10):- Vehicle preferred while buying
Interpretation: As per the market survey done portrayed above in graph, it was known 67% of total users preferred buying Piaggio being the majority in the market whereas others remaining in the minority having almost the same shares in the market. It was also learnt that Piaggio has a minimal maintenance cost compared to others.
11% 15% 67% 13% 0 10 20 30 40 50 60 70 Tata Mahindra Piaggio Bajaj 68 | P a g e
11) Where do you get your vehicle serviced?
Table no. (6.11):-where you get vehicle serviced
SR. no. Parameter No. of respondent percentage
1 Service centre 29 33%
2 Local mechanic 58 67%
Figure no. (6.11):-where you get vehicle serviced
Interpretation: It was known per survey that users preferred having serviced their vehicle with the local mechanic. Almost 67% of users were preferring the same after completion of their free service structure. This carries various following factors to it. Less Time Consuming Cheap Mobility Relationship
Service center 33% Local mechanic 67% 69 | P a g e
Interpretation: As per survey 69 % of users are incurring cost of 1000 2000 INR for servicing their vehicles. One of the major factor noted for high cost of service was, users carrying more load and the roads not being proper.
10% 69% 21% 0 0 0 10 20 30 40 50 60 70 80 free 1000-2000 2000-3000 3000-4000 4000+ 70 | P a g e
Interpretation: Being Mileage one of the important factor, it was known that vehicles have a 20-25 Kms. 64% of the total agreeing to same. The carriage of load had a direct impact on the mileage of the vehicle.
0 15% 64% 21% 0 10 20 30 40 50 60 70 0-10 10-20 20-25 25-30 71 | P a g e
14) Are you satisfied with this vehicle? (Rate between 1-5, 5 being the best)
Table no. (6.14):-Rating for the vehicle
SR no. Parameter Response
1 Loading Capacity 4.12
2 Mileage 4.01
3 Suspension 3.56
4 Engine 4.29
5 Comfort 3.24
6 Safety 3.24
7 Pickup 4.18
8 Price 4.14
Figure no. (6.14):- Rating for the vehicle
Interpretation: Per Survey, Users are majorly satisfied with the Engine, Price, Loading Capacity and Mileage. It was learnt Users were more delighted to the mentioned factors, while showing a satisfactory gesture to the other factors also.
4.12 4.01 3.56 4.29 3.24 3.24 4.18 4.14 0.00 0.50 1.00 1.50 2.00 2.50 3.00 3.50 4.00 4.50 5.00 Loading Capacity Mileage Suspension Engine Comfort Saftey Pickup Price 72 | P a g e
15) Do you know about Tata Ace zip?
Table no. (6.15):- Awareness of Tata ace zip
SR. no. Parameter No. of respondent Percentage
1 Yes 40 46%
2
no 47 54%
Figure no. (6.15):- Awareness of Tata ace zip
Interpretation: It was known per survey that more than half of the people were lacking awareness about TATA ACE ZIP. Also its capacity to carry load has also been the major constraint to the known users to which they termed as unpopular. Which itself indicates lack of promotion of the brand.
Yes 46% No 54% 73 | P a g e
16) Want to buy TATA ACE Zip
Figure no. (6.16):- Want to buy
Figure no. (6.16.1) :- Want to buy
63% 37% know and want to buy know but dont want to buy 19% 81% dont know but want to buy dont know and dont want to buy 74 | P a g e
FEEDBACK FROM TATA ACE ZIP CUSTOMER
1) Ownership
Table no. (6.17):- Ownership
SR. no. Parameter No. of respondent Percentage
1 Owner 1 10%
2 Driver 5 50%
3 Owner cum driver 5 40%
Figure no. (6.17):- Ownership
Interpretation: As per the survey with TATA ACE ZIP vehicle users, majority were self- drivers comprising 90% of the total. We could understand by this the major feedback would be coming from the actual users in the market.
10% 50% 40% 0 10 20 30 40 50 60 1 2 3 75 | P a g e
Interpretation: The above graphical data representation shows major factors affecting the users make buy this product. Majorly it was known Pick-up, Engine and Low Maintenance of the product matters.
80% 90% 80% 70% 50% 70% 10% 10% 90% 90% 10% 0 10 20 30 40 50 60 70 80 90 100 76 | P a g e
3) Prior vehicle owned?
Table no. (6.19):- Prior vehicle owned
SR. no.
Parameter No. of respondent percentage
1
PIAGGIO 4 40%
2
BAJAJ 2 20%
3 MAHINDRA 1 10% 4 TATA 1 10% 5 NO 2 20%
Figure no. (6.19):- Prior vehicle owned
Interpretation: Users was majorly using vehicle of Piaggio prior to buying Tata Ace Zip, known during the survey. It was also understood that major attraction towards TATA Ace Zip was its engine, comfort and low maintenance to drive.
40% 20% 10% 10% 20% 0 5 10 15 20 25 30 35 40 45 piaggio bajaj mahindra tata no 77 | P a g e
4) Vehicle Financed
Table no. (6.20):- Vehicle financed
SR no. Parameter No. of respondent Percentage
1 yes 10 100%
2 no 0 0%
Figure no. (6.20):- Vehicle financed
Interpretation: Per the survey it was identified, that all the users financed their vehicle while purchasing the same. It was learnt the major reason for financing was, majority of the users were from a low financial background and trying to generate self-employment. Financing was the most convenient option to them.
100% yes no 78 | P a g e
5) How long you have been using our vehicle?
Table no. (6.21):- Duration of the vehicle
SR no. Parameter No. of respondent Percentage
1 0-6 Months 6 60%
2 6-12 months 4 40%
3 12-18 Months 0 0%
4 06-12 months 0 0
Figure no. (6.21):- Duration of the vehicle
Interpretation: Since the product is new to the market, most of the users lies in the bucket of 0-06 months old covering up to 60% of the total. But the figures shows the demand for this product has started to increase, which is well represented in the graph through upward force of the bar.
60% 40% 0 0 0 10 20 30 40 50 60 70 0-6 months 06-12 12-18 18-24 79 | P a g e
6) Travelling Route
a) Within city b) Inter-city
Table no. (6.22):-Travelling route
SR no. parameter No. of respondent percentage
1 City 5 50%
2 Inter-city 5 50%
Figure no. (6.22):-Travelling route
Interpretation: Surprisingly half of the total surveyed users are making trips within city and the other half making inter-city. It was also noted there were not much difference in riding within city and inter-city, as their target for the running of distance of specific distance were covered up.
50% 50% city inter-city 80 | P a g e
7) Distance covered per day?
Table no. (6.23):- Distance covered by Tata ace zip
SR no. Parameter No. of respondent Percentage
1 10-20 0 0%
2 20-30 0 0%
3 30-40 0 0%
4 40-50 1 10%
5 50above 9 90%
Figure no. (6.23) :- Distance covered by Tata ace zip
Interpretation: Per the survey, users seem to be making optimum utilization of their vehicle by covering more than 50 kms a day as 90% falling in this bucket. This had the major monetary benefit as well as giving maximum comfort for long distance users.
0 0 0 10% 90% 0 10 20 30 40 50 60 70 80 90 100 10-20 20-30 30-40 40-50 50 above 81 | P a g e
8) Mileage of the vehicle?
Table no. (6.24):- Mileage of Tata ace zip
SR. no.
parameter No. of respondent percentage
1 0-10 0 0%
2 10-20 2 20%
3 20-25 8 80% 4 25-30 0 0%
Figure no. (6.24):- Mileage of Tata ace zip
Interpretation: Being Mileage one of the important factor, it was known that vehicles have a 20-25 Kms. 80% of the total agreeing to same. Being four wheeler, it was competing with other tree wheeler SCV giving almost same mileage. 0 20% 80% 0 0 10 20 30 40 50 60 70 80 90 0-10 10-20 20-25 25-30 82 | P a g e
Interpretation: It was understood after the survey stated above in the graph most of the users are using the capacity to 600-800 and 800-1000 Kgs. It was also learnt being four wheeler also it has a loading hindrance with comparison to three wheeler SCV. This had remained a major drawback for the product in this market segment area. 0 40% 40% 10% 10% 0 0 5 10 15 20 25 30 35 40 45 below 600 600-800 800-1000 1000-1200 1200-1400 1400above 83 | P a g e
10) Earning per trip?
Table no. (6.26):- Earning
SR. no.
Parameter No. of respondent Percentage
1 0-100 0 0%
2 100-200 2 20%
3 200-300 8 80% 4 300-400 0 0% 5 400above 0 0%
Figure no. (6.26):- Earning
Interpretation: It was known after the survey that users tend to make average 200 300 INR a day per trip. As 80% users were falling in this range. While conducting survey it was understood this was the most optimum earning capacity.
0 20% 80% 0 0 0 10 20 30 40 50 60 70 80 90 0-100 100-200 200-300 300-400 400+ 84 | P a g e
11) Rate the vehicle on the following parameters?
Table no. (6.27):- Rating of the Tata ace zip SR no. Parameter Response 1 price 4.3 2 mileage 3.8 3 brand 3.9 4 cost 3 5 safety 4.8 6 comfort 4.8 7 payload 3.1 8 suspension 2.4 9 engine 3.1
Figure no. (6.27):- Rating of the Tata ace zip
Interpretation: It was identified after the survey that users prefer this vehicle majorly for Safety, Comfort and price. While others factors also plays an important role but above being the most preferred while rating the product.
0 1 2 3 4 5 6 price mileage brand cost safety comfort payload suspension engine 85 | P a g e
12) What are the issues you came across while using the vehicle?
Table no. (6.28):- Issues came across while using Tata ace zip SR. no. Parameter No. of respondent percentage
1 Maintenance 0 0%
2 Suspension 9 90%
3 Availability of spare parts 0 0% 4 Engine 4 40% 5 tires 7 70% 6 others 5 50%
Figure no. (6.28):- Issues came across while using Tata ace zip
Interpretation: After the survey on the problems faced by the users it was understood, this vehicle has a suspension and tires issue. The two issues stated has been the major issues among the users. It seems they have to work broadly in these areas, as this could have a direct impact over sales.
0 90% 0 40% 70% 50% 0 10 20 30 40 50 60 70 80 90 100 maintenance suspension availability of spare parts engine tires others 86 | P a g e
13) Would you like to recommend this vehicle to others? (Yes/no)
Table no. (6.29):- Recommend to others
SR no. Parameter No. of respondent percentage
1 Yes 5 50%
2 No 5 50%
Figure no. (6.29):- Recommend to others
Interpretation: As per the survey half of the user were referring for Tata Ace Zip whereas half of the users were not referring for Tata Ace Zip. Considering the other maintenance factors like suspension and tires, the other half didnt showed much confidence on the product.
50% 50% yes no 87 | P a g e
OPERATING EXPENSES OF TATA ACE ZIP AND PIAGGIO Dhananjay Nayak 9931181964 Parkash Kumar 9905750700
Ace Zip
Piaggo Short route Short route Legal Loading Capacity 600Kg Legal Loading Capacity 565kg Actual Load being carried 800Kg Actual Load being carried 1000Kg Avg Speed (km/hr) 25 Avg Speed (km/hr) 25 One side Distance 25 One side Distance 15 No of return trips per day 3 No of return trips per day 3 Total Distance per day 75 Total Distance per day 45 Fare one side/person (Rs) 300 Fare one side/person (Rs) 250
Total Earnings per day 900 Total Earnings per day 750
On Road Price 239378 On Road Price 184200 Registration 4500 Registration 3270 Insurance 18200 Insurance 6100 Ex-Showroom Price 216678 Ex-Showroom Price 174830 Funding = 90% 195010.2 Funding = 90% 157347 Rate of Interest (Flat) 8.50% Rate of Interest (Flat) 11.50% Tenure of Loan 3 Tenure of Loan 3 EMI 6798 EMI 5879 Fixed Cost per day 227 Fixed Cost per day 196
Fuel Mileage 25 Fuel Mileage 30 Fuel Price 52.3 Fuel Price 52.3 Fuel Cost/ km 2.09 Fuel Cost/ km 1.74 Tyre Life 36000 Tyre Life 28000 Cost of one Tyre 2500 Cost of one Tyre 2100 No. of Tyres 4 No. of Tyres 4 Tyre Cost per km 0.28 Tyre Cost per km 0.30 Maintenance/ km 0.10 Maintenance/ km 0.10 Variable cost per day 185 Variable cost per day 96 Total Cost per day 412 Total Cost per day 292 Profit per day 488 Profit per day 458
Profit per month 12204 Profit per month 11440
Yearly profit as % of value 75% Yearly profit as % of value 87%
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Chapter 7 Observation and Findings 89 | P a g e
Findings:
TATA ACE ZIP would have to focus more on Market load operator, which has a major demand. The most important attributes seen while buying a SCV is capacity of the vehicle, low maintenance, price, pickup and engine of the vehicle Making the most of the commercial vehicle, users believe in making optimum utilization as 93% of people make 3-5 trips a day Vehicle by carrying a load of 900 1200 Kgs Point noted here was this is the legal violation of the commercial vehicle as only 600 kgs are allowed in SCV Piaggio being the majority in the market whereas others remaining in the minority having almost the same shares in the market. Survey 69 % of users of three wheeler are incurring cost of 1000 2000 INR for servicing their vehicles. One of the major factor noted for high cost of service was, users carrying more load and the roads not being proper. More than half of the people were lacking awareness about TATA ACE ZIP Major attraction towards TATA Ace Zip was its engine, comfort and low maintenance to drive. It was learnt the major reason for financing was, majority of the users were from a low financial background and trying to generate self-employment. Financing was the most convenient option to them Tata ace zip being a four wheeler, it was competing with other tree wheeler SCV giving almost same mileage Tata ace zip being a four wheeler, it has a loading hindrance with comparison to three wheeler SCV Tata ace zip has a suspension and tires issue. The two issues stated has been the major issues and could have a direct impact over sales.
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Chapter 8 Conclusion and Limitations 91 | P a g e
Conclusion
Tata ACE Zip competition lies with 3 wheeler SCV (Small Commercial Vehicle), competing with Bajaj, Piaggio and Mahindra. It was learnt Piaggio is leading the SCV market of 3 wheeler. Three Wheeler vehicle has a passing to carry 550 kg, though illicitly they carry 1000 1200 kg. While Tata Ace Zip allows to carry 600, but confines the carriage to 1000 kg because of suspension. Which also makes it ostracized among other SCVs. Main intention of TATA ACE Zip is to provide comfort and safety in long route, which lacks in other 3 wheeler vehicles. Though this feature is of not much attraction, especially among rural users, as they are more inclined towards carriage of vehicle which is confining to the popularity of Tata Ace Zip. While mileage being the important attributes, it has been reasonably good.
The Awareness of Tata Ace Zip has been relatively low, among the rural market. Word of mouth Equity, is also not good in the market, especially the current users are also not satisfied and they do not wish to refer to other buyers. It has been identified the product needs more branding, cognizance in the rural areas. Proper promotion of the product and advertising its dominant advantages which could influence the market, is highly desired.
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Limitations of the project
This research was limited to a particular area i.e. east singbhum and west singhbhum There was time constraint as this research was to be completed within a specified period of time. During personal interview some of the customer was not available so the visit was done 2-3 times and it takes more time to complete this project. In case of telephonic conversation most of the customer cannot contacted because of changed phone number, network problem or some of the customer mobile is switch off etc.
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Chapter 9 Recommendation 94 | P a g e
Recommendation
1. for awareness regarding zip: Perform the road shows like- Trip with Zip. By this programme TATA motors should get to the targeted customers. A set of improvements that needed that should be targeted four key areas : Customer segmentation and engagement needed. Dealer network optimization. Sales pipeline management. Sales process enhancement. 2. as the customers are motivated on the basis of operating and revenue cost. Aware them about the Low operating cost and high revenue. 3. Long lasting vehicle (generally person mind-set that have a life of 5 to7 years). 4. Positioned a zip as a opportunity for self-employment 5. Advertised zip as a Zabardast Indian Pehchan (ZIP) 6. As the zip means nothing So you can relate it as a nothing is impossible 7. As the Ace zip is newly launched vehicle it should offer schemes like more servicing or some extra benefits (like discount offer). So that the people will get more attracted towards the vehicle. 8. Positioned it as a cost per transportation is less it means you have as many trips as you can but the maintenance cost and operating cost will be low against the three wheeler. So that More you trip lesser you pay 9. Differentiate with Ace in a category i.e. Ace and Zip are made for two different segments. 10. Service issues should be cleared. 11. As the Tata Ace has a strong base and hold in the market. So the base should be utilized first for the sale of Ace Zip.
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Chapter 10 Annexure 96 | P a g e
Annexure Questionnaire Owner Driver Owner cum Driver Vehicle Name: ______________________________________ Use of the vehicle: ___________________________________ Q1) what are the attributes important for you, when making decision of buying a SCV? a) Capacity f) Price b) Brand g) Engine c) Design h) Easy Finance d) Safety I) Pickup e) Low Maintenance j) Referred by Someone Q2) how long have you been using this vehicle? Year(s):_________ Month(s):__________ Date of purchase: __________________ Q3) How many trip per day? Q4) Loading capacity? __________________ Q5) Distance covered per day (In Km)? a) 10-20 b) 20-30 c) 30-40 d) 40-50 e) 50 above Q6) Earning per trip? a) Below 200 b) 200-300 c) 300-400 d) 400-500 e) Above 500
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Q7) which all vehicles did you preferred while buying this? a) Bajaj b) Mahindra c) Piaggio d) Others (Specify_____________________________) Q8) where do you get your vehicle serviced? a) Service center b) Local mechanic Q9) Charges bared per service? a) 1000-2000 b) 2000-3000 c) 3000-4000 d) above 4000 Q10) Mileage of the vehicle? a) Less than 10 b) 10-20 c) 20-25 d) 25 30 Q11) Are you satisfied with this vehicle? (Rate between 1-5, 5 being the best) a) Loading capacity e) Comfort b) Mileage f) Safety c) Suspension g) Pickup d) Engine h) Price Q12) Do you know about TATA ACE Zip? (Yes/No) Q13) Do you know about the features of TATA ACE Zip which make it best in the category? a) Engine (water cooled, more pickup, more trips) b) Bigger loading area (Higher payload capacity) c) All weather protection d) Steel body 98 | P a g e
e) Small turning radius f) Comfort (steering wheel, sliding seats, wide windscreen, and big cabin) g) Safety (seatbelt, locker, front collision protection, four bolt wheel) H) 1 year or 36000 km warranty Q14) if we provide you 4W micro-truck at the price auto, will you prefer it? a) Yes b) no Comments:_________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ ____________________________________________
Owner Driver Owner cum Driver Name:-__________________________________________ Address:-____________________________________________________________ ____________________________________________________________ Phone Number:-______________ Q1) Purpose for purchasing TATA ACE Zip a) Design b) Pick up c) Speed d) Comfort e) Reasonable price f) Durability g) Strong body H) Suitable for long distance I) Low maintenance cost j) Engine k) Low fuel consumption
Q2) Prior vehicle ownership: ________________________________ Q3) is your vehicle financed a) Yes b) no Q4) How long you have been using our vehicle? Year(s): _______ Month(s): _______ Date of purchase: __________________ Q5) Purpose of use: ___________________________________________ 100 | P a g e
Q6) Travelling route? a) Within city b) Inter-city Q7) Distance covered per day (In Km)? a) 10-20 b) 20-30 c) 30-40 d) 40-50 e) 50 above Q8) No. of trips per day: Q9) Loading capacity? ________________________ Q10) Mileage of the vehicle? a) Below 10 b) 10-20 c) 20-25 d) 25-30 Q11) Earning per trip (Rs)? a) Below 200 b) 200-300 c) 300-400 d) above 500
Rate the vehicle on the following parameters?
poor Average good Very good excellent Price
Mileage
Brand
Cost Safety
Comfort
Payload Suspension Engine power
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Q13) what are the issues you came across while using the vehicle? a) Maintenance b) Suspension c) Availability of spare parts d) Engine e) Tires f) Others: _________________________
Q14) if it was not ACE which would be your next alternative option: ____________________________
Q15) would you like to recommend this vehicle to others? (Yes/no)