INTRODUCTION

MARKETING

Marketing is an ongoing process of planning and executing the marketing mix (Product, Price, Place, Promotion often referred to as the 4 Ps) for products, services or ideas to create exchange between individuals and organizations. Marketing tends to be seen as a creative industry, which includes advertising, distribution, and selling. It is also concerned with anticipating the customers' future needs and wants, which are often discovered through market research. Essentially, marketing is the process of creating or directing an organization to be successful in selling a product or service that people not only desire, but are willing to buy. Therefore good marketing must be able to create a "proposition" or set of benefits for the end customer that delivers value through products or services.

What is marketing?

It is defined marketing as every strategy and decision made in the following twelve areas: Identifying and quantifying the need in the marketplace Identifying and quantifying the target markets Identifying the optimum cost effective media online and offline - to reach the target markets Reviewing the priorities of the product offering in your overall product mix matrix Identifying and developing the most effective distribution channels, be they wholesaler networks, partnering alliances, franchising, or any number of conduits to the market. Testing different ways of packaging the concepts or products to find their most 'easy-tosell' form Testing to find the optimum pricing strategies Developing effective promotional strategies and effective advertising and supporting collateral, offers, and launch strategies Developing and documenting the sales process

Finding the optimum execution of the sales process through testing of selling scripts, people selection, supporting collateral, skills and attitudinal training, tracking, measuring and refining

Ensuring that sales projections reflect realistic production capacities Developing nurture programs to optimise the lifetime value of the customer.

The goal of marketing is to build and maintain a preference for a company and its products within the target markets. The goal of any business is to build mutually profitable and sustainable relationships with its customers. While all business domains are responsible for accomplishing this goal, the marketing domain bears a significant share of the responsibility.

Definition of marketing strategy:

A set of ideas and actions that outline and guide decisions on how to create, distribute, promote, and price a product or service

Marketing is an ongoing process of planning and executing the marketing mix (Product, Price, Place, Promotion often referred to as the 4 Ps) for products, services or ideas to create exchange between individuals and organizations. Marketing tends to be seen as a creative industry, which includes advertising, distribution and selling. It is also concerned with anticipating the customers' future needs and wants, which are often discovered through market research. Essentially, marketing is the process of creating or directing an organization to be successful in selling a product or service that people not only desire, but are willing to buy. Therefore good marketing must be able to create a "proposition" or set of benefits for the end customer that delivers value through products or services. Introduction A market-focused, or customer-focused, organization first determines what its potential customers desire, and then builds the product or service. Marketing theory and practice is justified in the belief that customers use a product or service because they have a need, or because it provides a perceived benefit. Two major factors of marketing are the recruitment of new customers (acquisition) and the retention and expansion of relationships with existing customers (base management). Once a marketer has converted the prospective buyer, base management marketing takes over. The process for base management shifts the marketer to building a relationship, nurturing the links, enhancing the benefits that sold the buyer in the first place, and improving the product/service continuously to protect the business from competitive encroachments. For a marketing plan to be successful, the mix of the four "Ps" must reflect the wants and desires of the consumers or Shoppers in the target market. Trying to convince a market segment to buy something they don't want is extremely expensive and seldom successful. Marketers depend on insights from marketing research, both formal and informal, to determine what consumers want and what they are willing to pay for. Marketers hope that this process will give them a

sustainable competitive advantage. Marketing management is the practical application of this process. The offer is also an important addition to the 4P's theory. The American Marketing Association (AMA) states, "Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. Marketing methods are informed by many of the social sciences, particularly psychology, sociology, and economics. Anthropology is also a small, but growing influence. Market research underpins these activities. Through advertising, it is also related to many of the creative arts. Marketing is a wide and heavily interconnected subject with extensive publications. It is also an area of activity infamous for re-inventing itself and its vocabulary according to the times and the culture. Concept of Marketing "Marketing" is an instructive business domain that serves to inform and educate target markets about the value and competitive advantage of a company and its products. Value is worth derived by the customer from owning and using the product. Competitive Advantage is a depiction that the company or its products are each doing something better than their competition in a way that could benefit the customer. Marketing is focused on the task of conveying pertinent company and product related information to specific customers, and there are a multitude of decisions (strategies) to be made within the marketing domain regarding what information to deliver, how much information to deliver, to whom to deliver, how to deliver, when to deliver, and where to deliver. Once the decisions are made, there are numerous ways (tactics) and processes that could be employed in support of the selected strategies. As Marketing is often misinterpreted as just advertising or sales, Chris Newton, in What is marketing? (Marketing Help Online, 2008), defined marketing as every strategy and decision made in the following twelve areas:

Identifying and quantifying the need in the marketplace Identifying and quantifying the target markets Identifying the optimum cost effective media online and offline - to reach the target markets Reviewing the priorities of the product offering in your overall product mix matrix Identifying and developing the most effective distribution channels, be they wholesaler networks, partnering alliances, franchising, or any number of conduits to the market. Testing different ways of packaging the concepts or products to find their most 'easy-tosell' form Testing to find the optimum pricing strategies Developing effective promotional strategies and effective advertising and supporting collateral, offers, and launch strategies Developing and documenting the sales process Finding the optimum execution of the sales process through testing of selling scripts, people selection, supporting collateral, skills and attitudinal training, tracking, measuring and refining

Ensuring that sales projections reflect realistic production capacities Developing nurture programs to optimise the lifetime value of the customer

The goal of marketing is to build and maintain a preference for a company and its products within the target markets. The goal of any business is to build mutually profitable and sustainable relationships with its customers. While all business domains are responsible for accomplishing this goal, the marketing domain bears a significant share of the responsibility. Within the larger scope of its definition, marketing is performed through the actions of three coordinated disciplines named: Product Marketing, Corporate Marketing, and Marketing Communications.

Two levels of marketing Strategic marketing: attempts to determine how an organization competes against its competitors in a market place. In particular, it aims at generating a competitive advantage relative to its competitors. Operational marketing: executes marketing functions to attract and keep customers and to maximize the value derived for them, as well as to satisfy the customer with prompt services and meeting the customer expectations. Operational Marketing includes the determination of the porter's five forces Four Ps In the early 1960s, Professor Neil Borden at Harvard Business School identified a number of company performance actions that can influence the consumer decision to purchase goods or services. Borden suggested that all those actions of the company represented a Marketing Mix. Professor E. Jerome McCarthy, also at the Harvard Business School in the early 1960s, suggested that the Marketing Mix contained 4 elements: product, price, place and promotion. In popular usage, "marketing" is the promotion of products, especially advertising and branding. However, in professional usage the term has a wider meaning which recognizes that marketing is customer-centered. Products are often developed to meet the desires of groups of customers or even, in some cases, for specific customers. E. Jerome McCarthy divided marketing into four general sets of activities. His typology has become so universally recognized that his four activity sets, the Four Ps, have passed into the language.

The four Ps are:

Product: The product aspects of marketing deal with the specifications of the actual goods or services, and how it relates to the end-user's needs and wants. The scope of a product generally includes supporting elements such as warranties, guarantees, and support.

Pricing: This refers to the process of setting a price for a product, including discounts. The price need not be monetary - it can simply be what is exchanged for the product or services, e.g. time, energy, psychology or attention.

Promotion: This includes advertising, sales promotion, publicity, and personal selling, branding and refers to the various methods of promoting the product, brand, or company. Placement: (or distribution): refers to how the product gets to the customer; for example, point of sale placement or retailing. This fourth P has also sometimes been called Place, referring to the channel by which a product or services is sold (e.g. online vs. retail), which geographic region or industry, to which segment (young adults, families, business people), etc. also referring to how the environment in which the product is sold in can affect sales.

These four elements are often referred to as the marketing mix,[2] which a marketer can use to craft a marketing plan. The four Ps model is most useful when marketing low value consumer products. Industrial products, services, high value consumer products require adjustments to this model. Services marketing must account for the unique nature of services. Industrial or B2B marketing must account for the long term contractual agreements that are typical in supply chain transactions. Relationship marketing attempts to do this by looking at marketing from a long term relationship perspective rather than individual transactions.

As a counter to this, Morgan, in Riding the Waves of Change (Jossey-Bass, 1988), suggests that one of the greatest limitations of the 4 Ps approach "is that it unconsciously emphasizes the insideout view (looking from the company outwards), whereas the essence of marketing should be the outsidein approach". Nevertheless, the 4 Ps offer a memorable and workable guide to the major categories of marketing activity, as well as a framework within which these can be used. Seven Ps As well as the standard four P's (Product, Pricing, Promotion and Place), services marketing calls upon an extra three, totaling seven and known together as the extended marketing mix. These are:

People: Any person coming into contact with customers can have an impact on overall satisfaction. Whether as part of a supporting service to a product or involved in a total service, people are particularly important because, in the customer's eyes, they are generally inseparable from the total service . As a result of this, they must be appropriately trained, well motivated and the right type of person. Fellow customers are also sometimes referred to under 'people', as they too can affect the customer's service experience, (e.g., at a sporting event).

Process: This is the process(es) involved in providing a service and the behaviour of people, which can be crucial to customer satisfaction. Physical evidence: Unlike a product, a service cannot be experienced before it is delivered, which makes it intangible. This, therefore, means that potential customers could perceive greater risk when deciding whether to use a service. To reduce the feeling of risk, thus improving the chance for success, it is often vital to offer potential customers the chance to see what a service would be like. This is done by providing physical evidence, such as case studies, testimonials or demonstrations.

Four New Ps

Personalization: It is here referred customization of products and services through the use of the Internet. Early examples include Dell on-line and Amazon.com, but this concept is further extended with emerging social media and advanced algorithms. Emerging technologies will continue to push this idea forward.

Participation: This is to allow the customer to participate in what the brand should stand for; what should be the product directions and even which ads to run. This concept is laying the foundation for disruptive change through democratization of information.

Peer-to-Peer: This refers to customer networks and communities where advocacy happens. The historical problem with marketing is that it is interruptive in nature, trying to impose a brand on the customer. This is most apparent in TV advertising. These passive customer bases will ultimately be replaced by the active customer communities. Brand engagement happens within those conversations. P2P is now being referred as Social Computing and is likely to be the most disruptive force in the future of marketing.

Predictive modeling: This refers to algorithms that are being successfully applied in marketing problems (both a regression as well as a classification problem).

Product Steps in product design

Design and development of product ideas. Selection of and sifting through product ideas. Design and testing of product concept. Analysis of business instead of product concept. Design and testing of emotional product.

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Packaging Requirements of good packaging

Functional - effectively contain and protect the contents Provide convenience during distribution, sale, opening, use, reuse, etc. Be environmentally responsible Be cost effective Appropriately designed for target market Eye-catching (particularly for retail/consumer sales) Communicate attributes and recommended use of the product and package Compliant with retailers' requirements Promotes image of enterprise Distinguishable from competitors' products Meet legal requirements for product and packaging Point of difference in service and supply of product. For a perfect product, perfect colour.

Forms of packaging

Specialty packaging emphasizes the elegant character of the product Packaging for double-use Combination packaging two or more products packaged in the same container Kaleidoscopic packaging packaging changes continually to reflect a series or particular theme Packaging for immediate consumption to be thrown away after use Packaging for resale packed, into appropriate quantities, for the retailer or wholesaler

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Trademarks Significance of a trademark

Distinguishes one company's goods from those of another Serves as advertisement for quality Protects both consumers and manufacturers Used in displays and advertising campaigns Used to market new products

Brands A brand is a name, term, design, symbol, or other feature that distinguishes products and services from competitive offerings. A brand represents the consumers' experience with an organization, product, or service. A brand has also been defined as an identifiable entity that makes a specific promise of value. Co-branding involves marketing activity involving two or more products. Pricing Pricing refers to the amount of money exchanged for a product. This value is determined by utility to the consumer in terms of money and/or sacrifice that the consumer is prepared to give for it. Objectives

Increase sales volume Increase revenue Achieve or increase profits Increase or maintain market share Eliminate competition Achieve advantages of mass production 12

Factors influencing price-determination

Production and distribution costs Substitute goods available Normal trade practices Fixed prices Reaction of distributors Reaction of consumers Nature of demand:
o

elastic/inelastic Perfect competition Monopolistic competition Monopoly Oligopoly

Form of market:
o o o o

Steps to determine price

Determine market share to be captured Set up price strategy Estimate demand Evaluate competitors' reactions

Distribution (Place) Channels

Manufacturer to consumer (most direct) Manufacturer to wholesaler to retailer to consumer (traditional) Manufacturer to agent to retailer to consumer (current) Manufacturer to agent to wholesaler to retailer to consumer Manufacturer to agent to customer ( ex : DCL,AMWAY )

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Manufacturers Reasons for direct selling methods

Manufacturer wants to demonstrate goods. Wholesalers, retailers and agents not actively selling. Manufacturer unable to convince wholesalers or retailers to stock product. High profit margin added to goods by wholesalers and retailers. Middlemen unable to transport.

Reasons for indirect selling methods

Manufacturer does not have the financial resources to distribute goods. Distribution channels already established. Manufacturer has no knowledge of efficient(specific) distribution. Manufacturer wishes to use capital for further production. Too many consumers in a large area; difficult to reach. Manufacturer does not have a wide assortment of goods to enable efficient marketing. Direct on-selling advantages.

Wholesalers Reasons for using wholesalers

Bear risk of selling goods to retailer or consumer Storage space Decrease transport costs Grant credit to retailers Able to sell for the manufacturers Give advice to manufacturers Break down products into smaller quantities

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Reasons for bypassing wholesalers

Limited storage facilities Retailers' preferences Wholesaler cannot promote products successfully Development of wholesalers' own brands Desire for closer market contact Position of power Cost of wholesalers' services Price stabilisation Need for rapid distribution Make more money

Ways of bypassing wholesalers

Sales offices or branches Mail orders Direct sales to retailers Travelling agents Direct Orders Specific channel

Agents

Commission agents work for anyone who needs their services. They do not acquire ownership of goods but receive del credere commission. Selling agents act on an extended contractual basis, selling all of the products of the manufacturer. They have full authority regarding price and terms of sale. Buying agents buy goods on behalf of producers and retailers. They have an expert knowledge of the purchasing function. Brokers specialize in the sale of one specific product. They receive a brokerage.

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Factory representatives represent more than one manufacturer. They operate within a specific area and sell related lines of goods but have limited authority regarding price and sales terms.

Marketing communications Marketing communications breaks down the strategies involved with marketing messages into categories based on the goals of each message. There are distinct stages in converting strangers to customers that govern the communication medium that should be used. Advertising

Paid form of public presentation and expressive promotion of ideas Aimed at masses Manufacturer may determine what goes into advertisement Pervasive and impersonal medium

Functions and advantages of successful advertising

Task of the salesman made easier Forces manufacturer to live up to conveyed image Protects and warns customers against false claims and inferior products Enables manufacturer to mass-produce product Continuous reminder Uninterrupted production a possibility Increases goodwill Raises standards of living (or perceptions thereof) Prices decrease with increased popularity Educates manufacturer and wholesaler about competitors' offerings as well as shortcomings in their own.

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Objectives

Maintain demand for well-known goods Introduce new and unknown goods Increase demand for well-known goods/products/services

Requirements of a good advertisement

Attract attention (awareness) Stimulate interest Create a desire Bring about action

Eight steps in an advertising campaign

Market research Setting out aims Budgeting Choice of media (television, newspaper, radio) Choice of actors (New Trend) Design and wording Co-ordination Test results

Personal sales Oral presentation given by a salesman who approaches individuals or a group of potential customers:

Live, interactive relationship Personal interest Attention and response Interesting presentation

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Sales promotion Short-term incentives to encourage buying of products:

Instant appeal Anxiety to sell

An example of this is coupons or a sale. People are given an incentive to buy, but it does not build customer loyalty, nor encourage repeat buys in the future. A major drawback of sales promotion is that it is easily copied by competition. It cannot be used as a sustainable source of differentiation. Marketing Public Relations (MPR)

Stimulation of demand through press release giving a favourable report to a product Higher degree of credibility Effectively news Boosts enterprise's image

Customer focus Many companies today have a customer focus (or customer orientation). This implies that the company focuses its activities and products on consumer demands. Generally there are three ways of doing this: the customer-driven approach, the sense of identifying market changes and the product innovation approach. In the consumer-driven approach, consumer wants are the drivers of all strategic marketing decisions. No strategy is pursued until it passes the test of consumer research. Every aspect of a market offering, including the nature of the product itself, is driven by the needs of potential consumers. The starting point is always the consumer. The rationale for this approach is that there is no point spending R&D funds developing products that people will not buy. History attests to many products that were commercial failures in spite of being technological breakthroughs.

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A formal approach to this customer-focused marketing is known as SIVA[4] (Solution, Information, Value, Access). This system is basically the four Ps renamed and reworded to provide a customer focus. The SIVA Model provides a demand/customer centric version alternative to the well-known 4Ps supply side model (product, price, place, promotion) of marketing management.

Product

Solution

Promotion Information Price Place Value Access

The four elements of the SIVA model are: 1. Solution: How appropriate is the solution to the customer's problem/need? 2. Information: Does the customer know about the solution? If so, how and from whom do they know enough to let them make a buying decision? 3. Value: Does the customer know the value of the transaction, what it will cost, what are the benefits, what might they have to sacrifice, what will be their reward? 4. Access: Where can the customer find the solution? How easily/locally/remotely can they buy it and take delivery? This model was proposed by Chekitan Dev and Don Schultz in the Marketing Management Journal of the American Marketing Association, and presented by them in Market Leader - the journal of the Marketing Society in the UK. The model focuses heavily on the customer and how they view the transaction. Product focus

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In a product innovation approach, the company pursues product innovation, then tries to develop a market for the product. Product innovation drives the process and marketing research is conducted primarily to ensure that a profitable market segment(s) exists for the innovation. The rationale is that customers may not know what options will be available to them in the future so we should not expect them to tell us what they will buy in the future. However, marketers can aggressively over-pursue product innovation and try to overcapitalize on a niche. When pursuing a product innovation approach, marketers must ensure that they have a varied and multi-tiered approach to product innovation. It is claimed that if Thomas Edison depended on marketing research he would have produced larger candles rather than inventing light bulbs. Many firms, such as research and development focused companies, successfully focus on product innovation (Such as Nintendo who constantly change the way Video games are played). Many purists doubt whether this is really a form of marketing orientation at all, because of the ex post status of consumer research. Some even question whether it is marketing.

An emerging area of study and practice concerns internal marketing, or how employees are trained and managed to deliver the brand in a way that positively impacts the acquisition and retention of customers (employer branding).

Diffusion of innovations research explores how and why people adopt new products, services and ideas. A relatively new form of marketing uses the Internet and is called Internet marketing or more generally e-marketing, affiliate marketing, desktop advertising or online marketing. It typically tries to perfect the segmentation strategy used in traditional marketing. It targets its audience more precisely, and is sometimes called personalized marketing or one-to-one marketing.

With consumers' eroding attention span and willingness to give time to advertising messages, marketers are turning to forms of permission marketing such as branded content, custom media and reality marketing.

The use of herd behavior in marketing.

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OBJECTIVES

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Following are the objectives of the project:-

To find the marketing techniques of Tata NANO Finding out the marketing techniques which were successful in bringing out the worlds cheapest car into the market, is the main objective of the project. To study the brand awareness The brand awareness that Tata Co. successfully created among the general public with the help of different media, is to be studied. To know the secret behind its popularity Finding the secret behind NANOs immense popularity is to be given emphasis on. To study the cost reduction techniques It is to be thoroughly studied as to how the company managed to reduce the cost of production of the car and bring down the market sales price to just Rs.1 lakh. To check its awareness among general public using questionnaires The awareness of the product among the general public is to be checked, in order to find out the intensity of its popularity. To analyze what makes NANO different from its competitors Comparisons are to be made with the cars competitors in order to find out its edge over them.

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METHODOLOGY

TOOLS: Questionnaire and other observations have been the tools used in the project. Out of 30 questionnaires distributed among selected respondents, 25 clear ones have been taken for the analysis. STATISTICAL TOOLS: Bar diagrams and Pie diagrams are the statistical tools used in the project, for the analysis and interpretation of the data collected from respondents. SAMPLE UNIT: The sample unit which has been used in the survey is the Urban middle class people of Chennai. SAMPLE SIZE: The sample size of the survey consists of 30 respondents who belong to the urban middle class.

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SOURCES OF DATA: Primary Source Questionnaires have been the primary source of data for the project survey. Secondary Source The secondary data in the project includes data collected from Magazines, Newspapers and Internet

KINDS OF RESPONDENTS: The different kinds of respondents for the project survey have been the Working class, the Urban Indian middle class and Other professionals.

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LIMITATIONS

The obvious limitation is that the responses reflect those of a sample picked up from a small geographic region. More importantly, the sample size is rather small and the results are not statistically valid. The findings can nonetheless be considered as indicatory, though not conclusive. The survey was conducted only in Chennai. Hence only minimum number of respondents had been met. The sample of 25 respondents was limited to the smallest nature of sample and therefore is a limitation. Biased opinion of some of the respondents Since the sales of Tata NANO has not yet commenced, the survey was restricted.

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LITERATURE REVIEW

The Automobile Industry

Indian Automobile Industry Tata Company Profile

A Peoples Car named NANO o Introduction o History & conception o The launch o Features o Controversies o Competitors o Comparison with MARUTI 800

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THE AUTOMOBILE INDUSTRY

Automobiles as we know them today are the product of centuries of tinkering and innovation. Automobile production has grown from small companies making simple so-called horseless carriages to international corporations that mass-produce advanced, reliable automobiles for consumers. Early Automobile Concepts In the 15th century, Italian inventor Leonardo da Vinci envisioned possibilities for power-driven vehicles. By the late 17th century, English physicist Sir Isaac Newton had proposed a steam carriage, and by the late 18th century French army captain Nicholas-Joseph Cugnot had actually built one. By the mid-1800s, the popularity of steam vehicles began to decline because they were dangerous to operate and difficult to maintain. At about the same time, inventors became interested in the internal-combustion engine. Robert Street of England filed a patent in 1794 that summarized how an internal-combustion engine might work, but it was Belgian-born French inventor Jean-Joseph-tienne Lenoir who built the first commercially successful internal-combustion engine in 1859. Lenoirs engine had a carburetor that mixed liquid hydrocarbons, which formed a vapor. An electric spark in a cylinder ignited the vapor. By 1876 German shop clerk Nikolaus August Otto had improved on Lenoir's engine, and the Otto engine became the model of the internal-combustion engines used today. Germans Gottlieb Daimler and Karl Benz attached motors to tricycles and automobiles, building what are regarded as the first modern cars in 1885 and 1886 (DaimlerChrysler AG). In America, lawyer George Baldwin Selden studied many of the European engines at the Philadelphia Centennial Exposition of 1876, then redesigned what he considered to be the best among them. He reduced the engine weight so it could power a light road vehicle. Selden patented his engine, so he ultimately received a royalty, or small payment, for almost every car made in the United States.

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Why is that? Buckle up as we take an insider's look at road dangers, inspired by author Tom Vanderbilt's new book "Traffic: Why We Drive the Way We Do (and What It Says About Us)." Dispersal of hazardous chemicals

State Impact Driving forces Pressure Response

Hazardous waste in the wrong places can represent a more serious danger to health and the environment than ordinary waste does. This is because it contains toxic, inflammable, corrosive or other hazardous chemicals. If hazardous waste is dumped with ordinary waste it may result in the dispersal of harmful substances in the environment. They may spread via seepage of contaminated water from landfills, or in the flue gases, ash or slag produced in the incineration process. Hazardous waste which is disposed in the sewage may cause increased pollution of sea and seabed due to malfunctioning of purifying plants. Growth in consumption of hazardous waste

State Impact Driving forces Pressure Response

The volume of waste in a society is closely related to its level of consumption. A growth in consumption translates into a growth in waste. It also means more hazardous waste, especially waste from consumer products. The amounts of hazardous waste generated are also closely related to the development in business and industry. In Norway, we have experienced a considerable increase in the amounts of hazardous waste generated by the offshore industry in the 1990s.

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More hazardous waste is processed now

State Impact Driving forces Pressure Response

Today we have better knowledge of the hazardous properties of substances and what products they are used in than earlier. This has led to an increase in the amounts of waste that are classified as hazardous waste. We have for instance become aware that old insulating windows contain such high amounts of PCB that they are classified as hazardous waste when they are to be disposed of. Another example is the return schemes that provide consumers free delivery of electrical/electronic (EE) waste. Consumers may deliver their old personal computers, mobile telephones and so on to the distributors of such products who in turn are obliged to collect them. The harmful components are segregated for special collection. In the old days entire TV sets were simply dumped as household waste without removing the hazardous components.

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Promoting sound management

State Impact Driving forces Pressure Response

All sorts of measures are employed to promote proper handling of hazardous waste, including special regulations, inspections and audits, industry-specific schemes, return schemes, taxes and information. Regulations Under the Pollution Control Act the competent Norwegian authorities have issued regulations concerning hazardous waste. These define waste categories and lay down rules for permits to manage hazardous waste, the obligation to deliver hazardous waste, declaration, the responsibilities of the municipalities, packaging, inspection and audit. Many other provisions govern specific types of hazardous waste and associated problems, including batteries, waste oil, oily water, photographic chemicals, amalgam, PCBs, CFCs, brominated flame retardants, fire and explosion hazards, export and import, chemicals in general, warning labels and health, environmental and safety activities in enterprises ("internal control"). Permits and licenses A permit is normally required from the competent pollution control authorities before a contractor may process hazardous waste. The Norwegian Pollution Control Authority issues permits for collection and processing of hazardous waste, whilst the county governor issues permits for the reception and temporary storage of hazardous waste. The permits specify criteria that must be met to ensure proper handling.

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Control and inspection The pollution control authorities supervise and inspect all handling of hazardous waste. Industry-specific schemes and taxation fees Various industry-specific schemes and taxes are also used for hazardous waste. One provides for a refund when waste oil is delivered to approve facilities. Another is an auto-industry return scheme for lead accumulators and old insulating windows containing PCB. Hazardous waste strategy Measures are proposed for seven of the most dangerous types of hazardous waste. They include waste that contains hazardous substances which could harm the environment and be injurious to health. All these substances are included on the Norwegian List of Priority Substances. The most important measures in the strategy are to:

provide more information and guidance to the public and the industry improve the established return schemes and consider whether there is a need to establish new schemes increase the quality of hazardous waste treatment simplify purchasing more environmentally sound products develop new regulations and instruments to lead to less use of chemicals in new products.

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INDIAN AUTOMOBILE INDUSTRY

The automobile industry in India is the tenth largest in the world with an annual production of approximately 2 million units. India is expected to overtake China as the world's fastest growing car market in terms of the number of units sold and the automotive industry is one of the fastest growing manufacturing sectors in India. Because of its large market, a low base of car ownership and a surging economy, India has become a huge attraction for car manufacturers around the world. Though several major foreign automakers, like Ford, Suzuki, GM and Honda have their manufacturing bases in India, Indian automobile market is dominated by domestic companies. Maruti Suzuki is the largest passenger vehicle company, Tata Motors is the largest commercial vehicle company while Hero Honda is the largest motorcycle company in India. Other major Indian automobile manufacturers include Mahindra & Mahindra, Ashok Leyland and Bajaj Auto. The automotive industry directly and indirectly employs 13 million individuals in India.While automobiles were introduced to India in the late 1890's, the manufacturing industry only took off after independence in 1947. The protectionist economic policies of the government gave rise in 1950s to the Hindustan Motors Ambassador, based on a 1950's Morris Oxford, and, is still ubiquitous in the roads and highways of India. Hindustan Motors and a few smaller manufacturers such as Premier Automobiles, Tata Motors, Bajaj Auto, Ashok and Standard Motors held an oligopoly until India's initial economic opening in 1980s. The maverick Indian politician Sanjay Gandhi championed the need for a "people's car"; the project was realized after his death with the launch of a state-owned firm Maruti Udyog which quickly gained over 50% market share. The Maruti 800 became popular because of its low price, high fuel efficiency, reliability and modern features relative to its competition at the time. Tata Motors exported buses and trucks to niche markets in the developing world. The liberalization of 1991 opened the flood gates of competition and growth which have continued up to today. The high growth in the Indian economy has resulted in all major

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international car manufacturers entering the Indian market. General Motors, Ford, Toyota, Honda, Hyundai and others set up manufacturing plants. Rolls Royce, Bentley and Maybach are examples of the few high end automobile manufacturers which entered India in the recent years. The Tata Nano is at the lower end of the price range costing approx US$ 2,500 and Bugatti Veyron at the other with a price tag of over US$ 2 million. India's love affair with the automobile is famously embodied in 1920s Rolls Royce collections of the erstwhile maharajas. The growing middle class aspires for the automobile for its convenience and as a status symbol. Upper middle class and wealthy car owners employ full-time chauffeurs to navigate the aggressive and seemingly lawless traffic patterns of most cities. The construction of expressways such as the Mumbai-Pune expressway has opened up new touring opportunities. The expected launch of a Formula One circuit in New Delhi is expected to spark public enthusiasm for a motor sporting industry.

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TATA COMPANY PROFILE

Tata Motors Limited is Indias largest automobile company, with revenues of Rs. 35651.48 crores (USD 8.8 billion) in 2007-08. It is the leader in commercial vehicles in each segment, and among the top three in passenger vehicles with winning products in the compact, midsize car and utility vehicle segments. The company is the worlds fourth largest truck manufacturer, and the worlds second largest bus manufacturer. The companys 23,000 employees are guided by the vision to be best in the manner in which we operate, best in the products we deliver, and best in our value system and ethics. Established in 1945, Tata Motors presence indeed cuts across the length and breadth of India. Over 4 million Tata vehicles ply on Indian roads, since the first rolled out in 1954. The companys manufacturing base in India is spread across Jamshedpur (Jharkhand), Pune (Maharashtra), Lucknow (Uttar Pradesh) and Pantnagar (Uttarakhand). Following a strategic alliance with Fiat in 2005, it has set up an industrial joint venture with Fiat Group Automobiles at Ranjangaon (Maharashtra) to produce both Fiat and Tata cars and Fiat powertrains. The company is establishing two new plants at Dharwad (Karnataka) and Singur (West Bengal). The company's dealership, sales, services and spare parts network comprises over 3500 touch points; Tata Motors also distributes and markets Fiat branded cars in India. Tata Motors, the first company from Indias engineering sector to be listed in the New York Stock Exchange (September 2004), has also emerged as an international automobile company. Through subsidiaries and associate companies, Tata Motors has operations in the UK, South Korea, Thailand and Spain. Among them is Jaguar Land Rover, a business comprising the two iconic British brands that was acquired in 2008. In 2004, it acquired the Daewoo Commercial Vehicles Company, South 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 markets. Today two-thirds of heavy commercial vehicle exports out of South Korea are from Tata Daewoo. In 2005, Tata Motors

34

acquired a 21% stake in Hispano Carrocera, a reputed Spanish bus and coach manufacturer, with an option to acquire the remaining stake as well. Hispanos presence is being expanded in other markets. In 2006, it formed a joint venture with the Brazil-based Marcopolo, a global leader in body-building for buses and coaches to manufacture fully-built buses and coaches for India and select international markets. In 2006, Tata Motors entered into joint venture with Thonburi Automotive Assembly Plant Company of Thailand to manufacture and market the companys pickup vehicles in Thailand. The new plant of Tata Motors (Thailand) has begun production of the Xenon pickup truck, with the Xenon having been launched in Thailand at the Bangkok Motor Show 2008. Tata Motors is also expanding its international footprint, established through exports since 1961. The companys commercial and passenger vehicles are already being marketed in several countries in Europe, Africa, the Middle East, South East Asia, South Asia and South America. It has franchisee/joint venture assembly operations in Malaysia, Kenya, Bangladesh, Ukraine, Russia and Senegal. The foundation of the companys growth over the last 50 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 2,500 engineers and scientists, the companys Engineering Research Centre, established in 1966, has enabled pioneering technologies and products. The company today has R&D centres in Pune, Jamshedpur, Lucknow, in India, and in South Korea, Spain, and the UK. It was Tata Motors, which developed the first indigenously developed Light Commercial Vehicle, Indias first Sports Utility Vehicle and, in 1998, the Tata Indica, Indias first fully indigenous passenger car. Within two years of launch, Tata Indica became Indias largest selling car in its segment. In 2005, Tata Motors created a new segment by launching the Tata Ace, Indias first indigenously developed mini-truck In January 2008, Tata Motors unveiled its Peoples Car, the Tata Nano, which India and the world have been looking forward to. A development, which signifies a first for the global automobile industry, the Nano brings the comfort and safety of a car within the reach of thousands of families. When launched in India later in 2008, the car will be available in both

35

standard and deluxe versions. The standard version has been priced at Rs.100,000 (excluding VAT and transportation cost). Designed with a family in mind, it has a roomy passenger compartment with generous leg space and head room. It can comfortably seat four persons. Its mono-volume design will set a new benchmark among small cars. Its safety performance exceeds regulatory requirements in India. Its tailpipe emission performance too exceeds regulatory requirements. In terms of overall pollutants, it has a lower pollution level than two-wheelers being manufactured in India today. The lean design strategy has helped minimise weight, which helps maximise performance per unit of energy consumed and delivers high fuel efficiency. The high fuel efficiency also ensures that the car has low carbon dioxide emissions, thereby providing the twin benefits of an affordable transportation solution with a low carbon footprint. The years to come will see the introduction of several other innovative vehicles, all rooted in emerging customer needs. Besides product development, R&D is also focussing on environment-friendly technologies in emissions and alternative fuels. Through its subsidiaries, the company is engaged in engineering and automotive solutions, construction equipment manufacturing, automotive vehicle components manufacturing and supply chain activities, machine tools and factory automation solutions, high-precision tooling and plastic and electronic components for automotive and computer applications, and automotive retailing and service operations. True to the tradition of the Tata Group, Tata Motors is committed in letter and spirit to Corporate Social Responsibility. It is a signatory to the United Nations Global Compact, and is engaged in community and social initiatives on labour and environment standards in compliance with the principles of the Global Compact. In accordance with this, it plays an active role in community development, serving rural communities adjacent to its manufacturing locations. With the foundation of its rich heritage, Tata Motors today is etching a refulgent future

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A Peoples Car named NANO

INTRODUCTION
The Strategy Behind NANO

The media is raising a lot of hue and cry over the latest innovation from the Tata and predicts that NANO will send two-wheeler manufacturers into oblivion. But then this is too oversimplified a story. The majority of the mass two-wheeler market exists in the below Rs.0.40 lakh category; and to a significant extent in the semi-urban and rural markets where upgrading to an Rs.1 lakh car may still be too distant a dream. More so, the two products meet completely different lifestyle needs with very little overlapping boundaries. Therefore, two-wheeler manufacturers need not worry. Then where lies the market for NANO? What segment is Ratan Tata eyeing at? Besides, the Tatas also plan to take NANO to the global level. The car is not only the cheapest in India, but also the cheapest in the world; cheaper than even some bicycles sold in Europe (Madone 5.2). The car is expected to be a major hit in Latin America, Africa and South East Asia. Ratan Tata also points out that several US and European car owners often prefer to possess a sub-compact car as a second or third car. Such a discerning trend is emerging in other markets as well. NANO could evolve under this category. The group even has plans to extend its manufacturing base beyond Singur, in West Bengal; where commercial roll-out is expected in October 2008. It is also rumoured that the Tatas are already holding talks for setting up a second manufacturing base in Thailand. Given the enormous trust and commitment associated with the Tata brand even in the global circles, the dream is not too far-fetched. As Ratan Tata once commented, I am a moderate risk taker but I am not risk averse, nor am I a gambler. If I believe in something, I would pursue it vigorously. (Hindustan Times, September 6, 2004).

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Whats so NANO about it?

The core team initially experimented with a lot of innovative ideas like replacing steel with engineering plastics or reducing metal gauge to break the price barrier. But toying around with such amateurish ideas alone was just not enough. They needed to come out with something radically different, in an industry which has matured since the launch of the Ford Model T in 1908. But then isnt this being in a state of utopia, that too when the giants of Detroit, Japan and Germany have failed to perform anything close to it? Ratan Tata refused to take a no for an answer. Thats when Nano struck him. Nano-technology broadly refers to a field of applied science and technology whose unifying theme is the control of matter at the sub-atomic or molecular scale to the order of 10, and the fabrication of devices with critical dimensions that lie within that size range. It is a highly multidisciplinary field, drawing from domains such as applied physics, material science, interface and colloid science, device physics, self-replicating machines and robotics, chemical engineering, mechanical engineering and electrical engineering. It follows broadly two approaches. In the bottom-up approach, materials and devices are built from molecular components which assemble themselves chemically by principles of molecular recognition. In the top-down approach, nano-objects are constructed from larger entities without atomic-level control (which incidentally is what the Tatas followed). Though by external appearance NANO looks a little different from a typical four-wheeler, the use of nano-technology at multiple levels led to 34 patents being filed, and the delivering of a car at an unimaginable price of $2500. The resultant effect is that it has become a global envy, and Indias pride. The prototype has already been launched, leaving speculators and critics in awe.

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HISTORY AND CONCEPTION

The project to create the world's most inexpensive car began in 2003, under the Chairman of Tata Motors, Ratan Tata, inspired by the number of Indian families with two-wheeled rather than four-wheeled transport. NANO's development has been tempered by the company's success in producing the low cost 4 wheeled Ace truck in May 2005. NANO was unveiled at the 2008 New Delhi Auto Expo Contrary to speculation that the car might be a simple four-wheeled auto rickshaw, The Times of India reported the vehicle is "a properly designed and built car". The Chairman is reported to have said, "It is not a car with plastic curtains or no roof it's a real car." To achieve its design parameters, Tata has refined the manufacturing process, emphasized innovation and sought new design approaches from suppliers. The car was designed at Italy's Institute of Development in Automotive Engineering with Ratan Tata requesting certain changes, such the elimination of one of two windscreen wipers. NANO has 21% more interior space and an 8% smaller exterior, when compared with its closest rival, the Maruti 800. The car will come in different versions, including one standard and two deluxe variants. The deluxe version will have air conditioning, but no power steering. The car is expected to be produced in the Singur plant in West Bengal, which is under construction. The initial production target set by Tata Motors is 250,000 units per year.

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THE LAUNCH

Tata Motors non-committal on launch date of NANO Tata Motors showcased NANO at the Delhi Auto Expo but the company is non-committal on the date for the market launch of the car. Customers are getting ready to buy the car in September, but it remains to be seen when they will be able to drive their dream. While a large numbers of Indians are getting ready to own the worlds cheapest car NANO in September this year, but Tata Motors, the makers of this marvel are non-committal about the exact date when the booking will start. The company said that the booking will start in the later part of 2008 but the exact month has not been decided as yet. When asked whether car could be booked at the Tata dealers countrywide or new dealers will be appointed, a company spokesperson, said that existing network will be able to serve the Nano customers. She, however, said that new dealerships could be added to meet excess demand if the need it felt, but declined to identify the month when NANO will be launched in the market. There is huge excitement in the country as well as abroad over the launch of NANO-the one-lakh car. Since, its launch by Ratan Tata, chairman Tata Motors at the Auto Expo in Delhi, the car has managed to remain in the limelight in the national and international media. Huge crowds could be witnessed at the Tata Motors stall at Pragati Maidan on Sunday, who wanted to have a glimpse of NANO, dubbed as nothing short of revolutionary by the auto experts as well the general populace.

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Despite the low-price tag, the standard variant NANO is a four-door car that can seat four-five passengers. As compared to MARUTI 800, it is eight per cent smaller from outside, but provides 21 per cent more leg space than the MARUTI 800 from inside. It conforms to all the emission standards as well as the Offset and Side Crash norms followed internationally. It is also compliant with the Bharat 3 norm and the Euro 4 norm with respect to keeping pollution at bay. It is a 33-bhp car with a 624 cc engine. It will provide a mileage of 23 km/litre.

Ratan Tatas Quotes I observed families riding on two-wheelers the father driving the scooter, his young kid standing in front of him, his wife seated behind him holding a little baby. It led me to wonder whether I could conceive of a safe, affordable, all-weather form of transport for such a family. Tata Motors engineers and designers gave their all for about 4 years to realise this goal. Today, we indeed have a Peoples Car, which is affordable and yet built to meet safety requirements and emission norms, to be fuel efficient and low on emissions. Ratan Tata (Chairman, Tata Motors) [after revealing the Rs.1 lakh car]

FEATURES

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The first thing that strikes you about 'NANO' is that it is not a bad looking ugly boxy hatch but for the price its quite proportionate and well styled. Its mono box design might seem boxy but generates a lot of interior space which can seat four adults comfortably. It has four doors, is 3.1 metres long and 1.5 metres wide with a height of 1.6 metres. 'NANO' has an all aluminum two cylinder 623cc (33bhp) petrol engine mated with a four speed manual gearbox. Company officials during the press conference confirmed that a diesel engine is also on the cards but the timeframe hasnt been chalked out yet. The NANO has its engine at the rear and is a rear wheel drive car. That makes it sound like a small fun hatch to run around town in. Fuel efficiency is expected to be in the range of 18-20 kmpl and the NANO has been tested at a top speed of 105 kmph by Tata Motors. The wheel size seems tiny at only 12 inches, shod with MRF tubeless radials. The front tyres are narrower than those at the rear which are driven as NANO is a rear wheel drive. The NANO's electrical would be powered by an Exide battery. The rear looks very neat with a well crafted bumper integrated with the exhaust pipe in the centre. NANO meets all emmission and safety norms including crash test norms in India and would be geared to meet European & other country norms as and when it is launched internationally. The car has a provision to be fitted with airbags and ABS however these are not being offered on any variant in India as it is not yet mandatory for manufacturers to do so. The base model would not have air conditioning. A deluxe model is planned which will feature air-conditioning and more luxurious interiors however no power steering as their might be no need for it in a light rear wheel drive car like NANO. NANO has a provision for a music system with speakers located under the rear seats. These of course will cost more, and Tata hints that profit will only come from these more expensive variants. Speaking of challenges faced during NANO small car project Mr. Tata said that at no time did they feel that it wan not possible to produce such a car however many a times they were faced with challenges in meeting cost and time targets. NANO will be produced entirely at Tatas Singur plant (West Bengal) which is under construction and is going to have an annual capacity of 250,000-350,000 units. The plant was flooded during the monsoon season however construction work is underway and it is

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scheduled to be complete soon. As part of the cost-cutting exercise, 35 parts suppliers have moved into the same complex, reducing transport costs and time delays dramatically. Tata has filed for 34 patents for NANO most of which are for the powertrain. NANO will be sold in India for two or three years before Tata look at selling it in Africa, Latin America and S.E Asia. The possibility of a global distribution tie-up with Fiat seems strong. The base model of Tata NANO will cost Rs. 1 lakh (ex-factory) and would attract 12.5% VAT + Transport + Registration + Insurance costing to about Rs. 1.2 lakh on road in most Indian cities. Buyers can queue up for NANO in the second half of the current financial year, when the car goes into showrooms.

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Rear mounted engine The use of a rear mounted engine to help maximize interior space makes NANO similar to the original Fiat 500, another technically innovative "people's car". A concept vehicle similar in styling to NANO, also with rear engined layout was proposed by the UK Rover Group in the 1990s to succeed the original Mini but was not put into production. The eventual new Mini was much larger and technically conservative. The independent, and now-defunct, MG Rover Group later based their Rover CityRover on the Tata INDICA. Tata is also reported to be contemplating offering a compressed air engine as an option

Technical specifications According to Tata Group's Chairman Ratan Tata, NANO is a 33 PS (33 hp/24 kW) car with a 623 cc rear engine and rear wheel drive, and has a fuel economy of 4.55 L/100 km (21.97 km/L, 51.7 mpg (US), 62 mpg (UK)) under city road conditions, and 3.85 L/100 km on highways (25.97 km/L, 61.1 mpg (US), 73.3 mpg (UK)). It is the first time a two-cylinder non-opposed petrol engine will be used in a car with a single balancer shaft. Tata Motors has reportedly filed 34 patents related to the innovations in the design of Nano, with powertrain accounting for over half of them. The head of Tata Motors' Engineering Research Centre, Girish Wagh has been credited with being one of the brains behind NANO's design. According to Tata, NANO complies with Bharat Stage-III and Euro-IV emission standards. Ratan Tata also said, 'The car has passed the full-frontal crash and the side impact crash'.

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Powertrain

Engine:
o

2 cylinder petrol with Bosch multi-point fuel injection (single injector) all aluminium 33 horsepower (25 kW) 624 cc (38 cu in) Value Motronic engine management platform from Bosch 2 valves per cylinder overhead camshaft Compression ratio: 9.5:1 bore stroke: 73.5 73.5 mm Power: 33 PS (33 hp/24 kW) @ 5500 rpm Torque: 48 Nm (35 ftlbf) @ 2500 rpm

o o o o o o

Rear wheel drive, 4-speed manual transmission Steering: mechanical rack and pinion

Performance

Acceleration: 0-70 km/h (43 mph): 14 seconds Maximum speed: 105 km/h (65 mph) Fuel economy (combined City + Highway): 30 kilometres per liter (5 L/100 km, 47 US miles per gallon, 56 UK miles per gallon)

Suspension, tires and brakes

Front brake: disc Rear brake: drum Front track: 1,325 mm (52.2 in) Rear track: 1,315 mm (51.8 in) Ground clearance: 180 mm (7.1 in) Front suspension: McPherson strut with lower A arm Rear suspension: Independent coil spring 12-inch wheels

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Body and dimensions Seat belt: 4

Trunk capacity: 15 L (0.53 cu ft)

SUPPLIERS TO TATA NANO

Supplier Bosch

Product Gasoline injection system (diesel will follow), starter, alternator, brake system

Caparo Continental Delphi Denso FAG Ficosa

Inner structural panels Gasoline fuel supply system, fuel level sensor Instrument cluster Windshield wiper system (single motor and arm) Rear-wheel bearing Rear-view mirrors, interior mirrors, manual and CVT shifters, washer system

Freudenberg GKN INA

Engine sealing Driveshafts Shifting elements

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ITW Deltar Johnson Controls Mahle Saint-Gobain TRW Valeo Vibracoustic Visteon ZF Friedrichshafen AG Behr

Outside and inside door handles Seating Camshafts, spin-on oil filters, fuel filters and air cleaners Glazing Brake system Clutch sets Engine mounts Air induction system Chassis components, including tie rods

HVAC for the luxury version

CONTROVERSIES

Mass motorization and climate change

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As NANO was conceived and designed around introducing the automobile to a sector of the population who are currently using eco-friendly bicycles and motorcycles, environmentalists are concerned that its extraordinarily low price might lead to mass motorization in countries like India and therefore possibly aggravate pollution and global warming as well as increase the demand for oil. Rajendra Pachauri, an Indian and chairman of the Intergovernmental Panel on Climate Change, said he was "having nightmares" because of this car and added that the car represents bankruptcy of India's environmental policy. The ecology focused German newspaper die tageszeitung feels that such concerns are "inappropriate" as the Tata NANO has lower emissions compared to the average Volkswagen, and that developing countries shouldn't be denied the right to motorized mobility when industrialized countries should be looking to reduce their emissions and usage of cars. Die Welt reports that the car conforms to environmental protection, and will have the lowest emissions in India. In crowded metropolitan cities like Mumbai, Ratan Tata has conceived a scheme to only offer the Nano to those individuals who do not have an automobile already. NANO will also replace many overloaded and worn-out two-stroke polluting vehicles, both two and three-wheeled. In the current policy and regulatory framework, Centre for Science and Environment consider that the low-cost cars will be disastrous. This can change if renewable energies are used. Tata Motors is working with a French firm on using compressed air as fuel.

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COMPETITORS

India's recent cut in excise tax small cars has encouraged several manufacturers to draw up plans for small cars. Bajaj Auto Bajaj Auto-Renault-Nissan ULC (no prototype has yet been presented) Bajaj Auto says its $2,500 car, which it is building with Renault and Nissan Motor, will aim at a fuel-efficiency of 30 km/litre, or twice an average small car, and carbon dioxide emissions of 100 gm/km. The Bajaj venture will have an initial capacity of 400,000 units, while Tata expects eventual demand of 1 million NANOs. Others Rival car makers including Fiat, General Motors, Ford Motor, Hyundai and Toyota Motor have all expressed interest in building a small car that is affordable to more middle-class consumers in emerging markets. The bulk of demand there is for small cars because people are much more sensitive to fuel prices. Honda and Toyota are leading the way on cleaner gasoline-electric hybrids, and some environmentalists argue getting prices down on these technologies is where efforts should be concentrated.

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Singur car factory land dispute Controversies also arose about Tata's planned manufacturing unit for the car in Singur, West Bengal, where the state government of West Bengal has allocated 997 acres (4.03 km) to Tata Motors. The construction of the car factory on that tract of land will require fertile agricultural land and the expropriation and eviction of ca. 15,000 peasants and agricultural workers. The affected farmers fear they will receive inadequate or no compensation and therefore lose their livelihoods. Activists near Kolkata, where Tata's manufacturing unit is located, started burning the car in effigy. In New Delhi, a group of six women protested wearing T-shirts bearing slogans that said, "The Rs.1 lakh car has Singur people's blood on it." The Trinamool Congress alleged that Tata motors usurped the agrarian land for the construction site and has threatened to stall the manufacture of the car. The 11 cases were dismissed. Used Car Market Effects The NANO is alleged to have severely affected the used car market in India, as many Indians opt to wait for the NANO's release rather than buying used cars, such as the Maruti 800 (a rebadged Suzuki ALTO), which is considered as the NANO's nearest competitor. Sales of new Maruti 800s have dropped by 20%, and used ones by 30% following the unveiling of the NANO. As one automotive journalist summarises; People are asking themselves and us - why they should pay, say, 250,000 Rupees for a Maruti ALTO, when they can wait and get a brand new NANO for less in a few months time, a car that is actually bigger.

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COMPARISON WITH MARUTI 800

Basis

Maruti 800 Dimensions

Tata NANO

Overall length Overall height Overall width

3.34 m 1.4 m 1.44 m Engine

3.1 m 1.6 m 1.5 m

Type No. of cylinders Engine size Peak power Transmission Tyres

MPFI, Front wheel drive 3 796 cc 37 bhp 4 speed manual Radial

MPFI, Rear wheel drive 2 623 cc 33 bhp 4 speed manual Tubeless

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52

ANALYSIS

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What is income per annum? Annual Income < than 1 lakh 1-2 lakh 2-3 lakh Above 3 lakh TOTAL Table: A No. Of Respondents 1 18 3 3 25 Percentage Of Respondents 4% 72% 16% 16% 100%

Chart: A INTERPRETATION: According to the respondents chosen for this survey, it can be observed that majority of 72% of the respondents earns income between 1-2 lakh per annum; this was followed by 16% of respondents who earned 2-3 lakh per annum; and another 16% who earned above 3 lakh and the least no. of respondents who earned less than 1 lakh are 4%. 54

11) How would you rate Mr.Ratan Tatas marketing strategies?

Opinion Excellent Good Average TOTAL Table: 11

No.Of Respondents 19 5 1 25

Percentage Of Respondents 76% 20% 4% 100%

Chart: 11

INTERPRETATION: The above chart depicts that 76% of the respondents consider his marketing strategy as excellent; while 20% think, strategies are good and the remaining 4% of the respondents rate Mr.Tatas strategies as average.

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12) What do you think will be the future of Tata Co.? Future Flourishing Risky TOTAL Table: 12 No. Of Respondents 22 3 25 Percentage Of Respondents 88% 12% 100%

Chart: 12

INTERPRETATION: From the graph, we observe that a majority of 88% of the respondents depict the future of Tata Co. as flourishing And the least no. of respondents i.e. 12%, think its risky. Hence, from the analysis it is found that there is significant difference between the respondents opinion.

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13) Do you believe that NANO would be a new automobile revolution, a dream come true? Opinion Yes No TOTAL Table: 13 No. Of Respondents 20 5 25 Percentage Of Respondents 80% 20% 100%

Chart: 13

INTERPRETATION: It can be inferred from the analysis that 80% of the respondents believe in NANO and also claim that it has created a new automobile revolution, an Indian dream come true; and the remaining 20% do not believe so.

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14) Will NANOS bulk sales, be a threat to the environment? Opinion Yes No TOTAL Table: 14 No. Of Respondents 16 9 25 Percentage Of Respondents 64% 36% 100%

Chart: 14 INTERPRETATION: From the above table it can be observed that 64% of the respondents think, there will be a threat to the environment if Nano if Nanos sales shoots up; And the rest 36%, dont think so.

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1) Are you aware of Tatas NANO? Opinion Yes No TOTAL Table: 1 No. Of Respondents 25 0 25 Percentage Of Respondents 100% 0% 100%

Chart: 1

INTERPRETATION: Out of 25 respondents chosen for the survey, all the 100% of the respondents are aware about NANO. This shows the popularity of TATAS NANO in India and also helps them to cut down there cost on promotional expenses.

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2) At what price it is quoted? Price Quoted Rs. 300000 Rs. 200000 Rs. 100000 Dont Know TOTAL Table: 2 No. Of Respondents 1 3 20 1 25 Percentage Of Respondents 4% 12% 80% 4% 100%

Chart: 2 INTERPRETATION: A highest of 80% respondents quotes the price of NANO at 1 lakh; while 12%, quote at 2 lakh; where 4% respondents quote the price as 3 lakh; and the remaining 4% of the respondents are not aware about the Nanos price.

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3) How often do you change your car? Opinion Once in a year Once in 2 year When the car becomes obsolete TOTAL Table: 3 No. Of Respondents 2 6 17 25 Percentage Of Respondents 8% 24% 68% 100%

Chart: 3 INTERPRETATION: Out of all the respondents chosen for the survey, a highest of 68% respondents, change the car when it becomes obsolete; while 24% change once in 2 year; and the remaining 8%once in a year.

4) Through which media did you come to know about NANO?

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Source Of Information T.V Newspapers Magazines Other Sources TOTAL Table: 4

No. Of Respondents 13 7 3 2 25

Percentage Of Respondents 52% 28% 12% 8% 100%

Chart: 4 INTERPRETATION: From this study, it can be infeered that 52% of respondents knew about NANO through television; while 28% are knowledge through newspaper; where 12% through magazines and the remaining 8% through other sources such as hooding, etc.

5) Would you prefer NANO to two-wheeler? 62

Opinion Yes No

No. Of Respondents 15 10 25

Percentage Of Respondents 60% 40% 100%

TOTAL Table: 5

Chart: 5 INTERPRETATION: In this study, 60% of the respondents would prefer purchasing NANO than a Two-wheeler and the remaining 40% of the respondents accounted that they would rather prefer to buy a twowheeler.

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6) Which one would you prefer to own among the following? Cars Tata Nano Maruti 800 REVA TOTAL Table: 6 No. Of Respondents 16 8 1 25 Percentage Of Respondents 64% 32% 4% 100%

Chart: 6 INTERPRETATION: The above pie chart depicts that 64% of the respondents would prefer to own NANO; and another 32%of respondents prefer Maruti 800 and the remaining 4% would like to own REVA. Therefore, this research shows the popularity of NANO Before its Launch.

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7) Do you believe that NANO will cause less pollution, compared to two wheelers? Opinion No. Of Respondents 18 7 25 Percentage Of Respondents 72% 28% 100% Table: 7

Yes No TOTAL

Chart: 7 INTERPRETATION:

Majority of 72% of the respondents believe that Nano will cause less pollution, as it was stated by Mr.Tata and the rest 28% of the respondents do not believe that, two wheelers cause more pollution than NANO.

8) Do think that NANO would be a big challenge to its competitors? Opinion No. Of Respondents 16 9 25 Percentage Of Respondents 64% 36% 100% 65 Table: 8

Yes No TOTAL

Chart: 8 INTERPRETATION:

In this study, majority of the respondents i.e. 64% think that Nano will be a big challenge to its competitors and the remaining 36% of the respondents think that it wont create much difference. 9) What prime feature do you think would help the car survive in the market? Prime Features Attractive Design Compact Model Low Price TOTAL Table: 9 No. Of Respondents 21 2 2 25 Percentage Respondents 84% 8% 8% 100% Of

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Chart: 9 INTERPRETATION: The study suggests that 84% of the respondents felt Low Price would be the prime feature for its survival, 8% think the car will survive because of its Compact Model and the remaining 8% think the car will survive in the market for its Attractive Design. 10) Do you feel the quality has been compromised with the cost? Opinion Yes No TOTAL Table: 10 No. Of Respondents 8 17 25 Percentage Of Respondents 32% 68% 100%

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Chart: 10 INTERPRETATION: While 32% of the respondents believe that the quality will be compromised with the cost, And another majority of 68% respondents opinion is that, in spite of its low cost feature NANOS market entry will not be compromised with Quality.

15) Do you feel that TATA would lose customers because of the delay in its market entry? Opinion Yes No TOTAL Table: 15 No. Of Respondents 4 21 25 Percentage Of Respondents 16% 84% 100%

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Chart: 15

INTERPRETATION:

The above chart depicts that 16% of the respondents feel, TATA Motors will lose their customers because of its delay in market entry and hence, it can be ascertained that majority of 84% dont think that Tata will lose their customers.

16) Do you have any plan of buying NANO in future? Opinion Yes No Undecided TOTAL Table: 16 No. Of Respondents 13 5 7 25 Percentage Of Respondents 52% 20% 28% 100%

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Chart: 16

INTERPRETATION:

From the study, we derived that 52% of the respondents plan to buy Nano in future and the least no.of the respondents 20% dont have any plan of buying Nano in future And the remaining 28%, did not decide or rather ineffective of its market launch.

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CONCLUSION

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LATEST

Road finally cleared for Tatas to roll out NANO {Monday, 08 September , 2008} Kolkata: The road has been cleared for Tata Motors to roll out the world's cheapest car NANO as planned following a far-reaching pact between the West Bengal government and the opposition Trinamool Congress here Sunday night over the disputed farmland acquired for the project at Singur. West Bengal Governor Gopalkrishna Gandhi mediated the talks, held over three days since Friday, that finally put an end to the protest that had started 28 months ago following the acquisition of 997.11 acres of land at Singur, 40 km from here, for the car plant and ancillary units. Singur imbroglio resolved, Trinamool withdraws stir After several rounds of talks full of twists and turns, the deal was clinched when Chief Minister Buddhadeb Bhattacharjee and Trinamool chief Mamata Banerjee met in person in the study of Raj Bhavan, the governor's official residence, to thrash out all remaining irritants. Amid high drama late Sunday, it was Governor Gandhi, Mahatma Gandhi's grandson, who mediated the marathon talks between the Left Front government and the Trinamool-backed farmers' body Krishijami Jiban jibika Raksha Committee (KJJRC), told reporters that the imbroglio was resolved.

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Text of Singur agreement As per the agreement, the state government will form a committee to look into the affected farmers' demands. It will give its report in seven days. Till then the construction of the ancillary units will be on hold, said Gandhi, with Bhattacharjee and Banerjee at his side. The agreement said the government "has taken the decision to respond to the demand of those farmers who have not received compensation, by means of land to be provided to the maximum within the project area and the rest in adjacent areas as early as possible". "Towards this, a committee will be constituted to ascertain the scope and settle the modalities within a period of one week. During this time, the government will urge the vendors not to make any construction," according to the text of the pact inked by Industries Minister Nirupam Sen and Leader of Opposition Partha Chattopadhyay. Banerjee said: "This is a great victory for all those who have been agitating for almost two and half years. As the government has decided to provide land to the unwilling farmers, it is a big outcome of the dialogue." She soon left for Singur to formally call off the protest at the factory site. The KJJRC had been agitating on the demand that 400 acres "forcibly" acquired by the government from "unwilling farmers" for the project be returned. Banerjee said the opposition also suggested that the ancillary units be shifted to a plot of land opposite the project site. "But work in the mother plant can go on," she said. The 110-minute tete-a-tete between Bhattacharjee and Banerjee in the presence of Gandhi and his adviser for the talks, former justice Chittatosh Mukherjee, helped hammer out an "acceptable formula," but soon after the Chief Minister left for his party headquarters, Banerjee did a volteface.

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The discussions had led to an understanding that work would continue in the ancillary units where construction had started, while those units yet to receive permission for starting work would have to maintain status quo till the committee gave its report. But Banerjee demanded that construction had to be stopped in all the units, forcing Bhattacharjee to rush back to Raj Bhavan for one more round of talks and concede the demand to settle the bitter controversy over farmland acquisition for the Rs.15 billion ($375 million) project. The day saw intense negotiations by the Governor, who met Bhattacharjee Sunday morning for an hour, before Banerjee arrived at 2.35 pm, and Bhattacharjee returned at 4.45 pm. Several hours before the compromise was cobbled together, the Sri Lanka government invited Tata Motors to relocate the car project to that country. In New Delhi, Communist Party of India-Marxist (CPI-M) general secretary Prakash Karat broke his silence on the controversy, saying his party wanted Tata Motors to stay in West Bengal. And in Kolkata, the state committee of the ruling CPI-M-led Left Front met twice and advised Bhattacharjee's government to be more flexible and find more land, if needed, to resolve the issue. The government had presented a package on Friday, including provision for shopping malls on a plot adjacent to the NANO plant, for those farmers who had given their land. The Tata group last week suspended work at the factory after farmers, protesting against land acquisition, assaulted its employees, and threatened to relocate the project. On Wednesday, a farmer, who had sold his land willingly for the project, committed suicide. His three sons were employed at the NANO factory as security guards, and stood to lose their jobs if the project was shifted. Following the suicide, Singur people started coming out in support of the project that aims to build the world's cheapest car at a dealer price of Rs 100,000.

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THE ROAD AHEAD

With the Tatas having proven that manufacturing a standard car under $2500 is indeed a distinct reality; this has paved the way for other players (Eg. Bajaj, Suzuki, Hyundai, Renault) to enter the sub-small segment. While critics are already questioning the competitiveness of NANO; Tatas first mover advantage will be difficult to overtake. While some are also questioning the superior rural penetration of Bajaj as a potential threat; the Tatas have proved the critics wrong on several counts in recent times (the Tata INDICA is one such reminder). Further, given the global attention that NANO has already drawn; the Tatas would be spending a miniscule (average players in the car market spend over 4% in the initial years, followed by an average ranging around 1.5%) amount to promote their product compared to what others would have to dish out. Therefore, no matter how many brands enter this segment, the NANO will remain in automobile history as a significant milestone; that something the world thought was unattainable, was indeed possible. In Ratan Tatas own words, First people said it cant be done, and then they said it shouldnt be done, and now that it is done, they say it shouldnt be on the road.

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ANNEXURE

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COVERING LETTER
Dear Sir/ Madam, We, the IInd year B.Com (Marketing Management) students of MOP Vaishnav College, are conducting a survey as part of our project for Marketing Research and Consumer Behaviour. The main objective of this is to check the impact of the car Tata Nano amongst the general public. Our vital respondents are working class people like you. Kindly help us go ahead with our project with your opinions and suggestions, by filling the questionnaire fully that has been enclosed. Thanking you, Yours truly, Anita Bhattar Parvathy Avanoor Preety G Rajkumari Agarwal Sneha Mutha IInd year B.Com (MM) M.O.P. Vaishnav College for Women (Autonomous) Chennai

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Questionnaire
Marketing Strategies of TATA NANO

Name : Age : Designation :

What is your income per annum? a) Less than 1 lakh b) 1 - 2 lakhs c) 2 - 3 lakhs d) Above 3 lakhs

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1. Are you aware of Tatas NANO? a) Yes b) No 2. At what price is it quoted? a) Rs.3,00,000 b) Rs.2,00,000 c) Rs.1,00,000 d) Dont know 3. How often do you change your car? a) b) c) 4. a) T.V. b) Newspapers c) Magazines d) Others ________ 5. Would you prefer NANO to a two-wheeler? a) Yes b) No 6. a) Tata NANO b) Maruti 800 c) REVA Which one would you prefer to own among the following? Every year Once in two years When the car becomes obsolete Through which media did you come to know about NANO?

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7. two-wheelers? a) Yes b) No 8. competitors? a) Yes b) No 9. market? a) Low price b) Compact model c) Attractive design d) Others _________

Do you believe that NANO causes less pollution, compared to

Do you think that NANO would be a big challenge to its

What prime feature do you think would help the car survive in the

10. Do you feel that quality has been compromised with the cost? a) Yes b) No 11. How would you rate Mr.Ratan Tatas marketing strategies? a) Excellent b) Good c) Average d) Unsatisfactory 12. What do you think will be the future of Tata Co.? a) Flourishing b) Risky

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13. Do you believe that NANO would be a new automobile revolution, an Indian dream come true? a) Yes b) No 14. As an aftermath of bulk sales of this car, do you think there will be a threat to the environment? a) Yes b) No 15. Do you feel that Tata would lose customers because of the delay in its market entry? a) Yes b) No 16. Do you have any plan of buying NANO in future? a) Yes b) No c) Undecided

Thank you for your valuable suggestions

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