A Project on
Consumer Perception - Tata As A Brand
Project report submitted in partial fulfilment of requirement for the
Award of the degree of “BACHELOR OF BUSINESS MANAGEMENT” of MATS School of
Management Studies & Research, MATS University Pandri Raipur (C.G.).
Under the guidance of
Submitted by
Mrs Sonali Malewar
Swapnil Rathore
Co-ordinator School
Roll no.MU09BMG018
Of management studies
BBM 5th Semester
Submitted to
Acknowledgement
I have taken efforts in this project. However, it would not have been possible
without the kind support and help of many individuals and the MATS
University.
I express my sincere thanks to Mr. K.S.Chandel. Who guided me throughout my
project with constant co – operations, encouragement and motivation.
I am highly indebted to Mrs. Sonali Malewar for her guidance and Mrs. Geetu
Makker Rathod for her constant supervision as well as for providing necessary
information regarding the project and also their support in completing the
project.
I would also like to express my gratitude towards my parents for their
encouragement which helps me in completion of this project.
My thanks and appreciation also goes to my friends in developing the project
and people who have willingly helped me out with their abilities.
Swapnil Rathore
SELF CERTIFICATE
This is to certify that the dissertation/project
report entitled “Consumers
perception – Tata As a Brand “ is done by me is an authentic work carried out
for partial fulfilment of the requirements for the award of the degree of
Bachelor of Business Management under the guidance of Mrs.Sonali Malewar.
The matter embodied in this project work has not been submitted earlier for
award of any degree or diploma to the best of my knowledge and belief.
Signature Of the student
Name Of the student
Swapnil Rathore
Roll No. – MU09BMG018
Objectives of The Project
The study was designed and conducted to accomplish the following objectives:
 To know about Tata Motors presence in the local market
 To analyze the market potential of Tata Motor
 To check the satisfaction level of existing customers
 To collect the consumers feedback
 To know about consumers preference
 To analyze consumers perception towards Tata brand
INTRODUCTION
Tata Group is an Indian multinational conglomerate company headquartered in the Bombay
House in Mumbai, India. Tata Group is one of the largest companies in India by market
capitalization and revenue. It has interests in communications and information technology,
engineering, materials, services, energy, consumer products and chemicals. The Tata Group
has operations in more than 80 countries across six continents and its companies export
products and services to 80 nations. The Tata Group comprises 114 companies and
subsidiaries in eight business sectors, 27 of which are publicly listed. 65.8% of the ownership
of Tata Group is held in charitable trusts. Companies which form a major part of the group
include Tata Steel (including Tata Steel Europe), Tata Motors (including Jaguar and Land
Rover), Tata Consultancy Services, Tata Technologies, Tata Tea (including Tetley), Tata
Chemicals, Titan Industries, Tata Power, Tata Communications, Tata Sons, Tata Teleservices
and the Taj Hotels.
The group takes the name of its founder, Jamsedji Tata, a member of whose family has
almost invariably been the chairman of the group. The current chairman of the Tata group is
Ratan Tata, who took over from J. R. D. Tata in 1991 and is one of the major international
business figures in the age of globality. The company is currently in its fifth generation of
family stewardship. TATA Group's 114 companies are held by its main company Tata Sons
and the main owner of Tata Sons are various charitable organisations developed and run by
Tata Group. Out of which JRD Tata Trust & Sir Ratan Tata Trust are the main holders. About
65% ownership of Tata Sons which is the key holding company of the other 114 Tata Group
Company is held by various charitable organisations.
The 2009, annual survey by the Reputation Institute ranked Tata Group as the 11th most
reputable company in the world. The survey included 600 global companies. The Tata Group
has helped establish and finance numerous quality research, educational and cultural
institutes in India. The group was awarded the Carnegie Medal of Philanthropy in 2007 in
recognition of its long history of philanthropic activities. Tata gets more than 2/3 of its
revenue from outside India. In June 2011, based on market value Tata Group has become
India's wealthiest group with $98.7 billion.
TATA PROFILE
The Tata group comprises over 90 operating companies in seven business sectors:
communications and information technology, engineering, materials, services, energy,
consumer products and chemicals. The group has operations in more than 80 countries across
six continents, and its companies export products and services to 85 countries. The total
revenue of Tata companies, taken together, was $83.5 billion (around Rs380,663 crore) in
2010-11, with 57.8 per cent of this coming from business outside India. Tata companies
employ over 425,000 people worldwide. The Tata name has been respected in India for 140
years for its adherence to strong values and business ethics.
Every Tata company or enterprise operates independently. Each of these companies has its
own board of directors and shareholders, to whom it is answerable. There are 28 publicly
listed Tata enterprises and they have a combined market capitalisation of about $81.29 billion
(as on October 13, 2011), and a shareholder base of 3.5 million. The major Tata companies
are Tata Steel, Tata Motors, Tata Consultancy Services (TCS), Tata Power, Tata Chemicals,
Tata Global Beverages, Indian Hotels and Tata Communications.
Tata Steel became the tenth-largest steelmaker in the world after it acquired Corus, later
renamed Tata Steel Europe. Tata Motors is among the top five commercial vehicle
manufacturers in the world and has recently acquired Jaguar and Land Rover. TCS is a
leading global software company, with delivery centres in the US, UK, Hungary, Brazil,
Uruguay and China, besides India. Tata Global Beverages is the second-largest player in tea
in the world. Tata Chemicals is the world’s second-largest manufacturer of soda ash and Tata
Communications is one of the world’s largest wholesale voice carriers.
In tandem with the increasing international footprint of Tata companies, the Tata brand is
also gaining international recognition. Brand Finance, a UK-based consultancy firm, valued
the Tata brand at $15.75 billion in 2011 and ranked it 41st among the world's 100 most
valuable brands. BusinessWeek magazine ranked Tata 17th among the '50 Most Innovative
Companies' list and the Reputation Institute, USA, in 2009 rated it 11th on its list of the
world's most reputable companies.
Founded by Jamsetji Tata in 1868, Tata’s early years were inspired by the spirit of
nationalism. It pioneered several industries of national importance in India: steel, power,
hospitality and airlines. In more recent times, its pioneering spirit has been showcased by
companies such as TCS, India’s first software company, and Tata Motors, which made
India’s first indigenously developed car, the Indica, in 1998 and recently unveiled the world’s
lowest-cost car, the Tata Nano.
Tata companies have always believed in returning wealth to the society they serve. Twothirds of the equity of Tata Sons, the Tata promoter company, is held by philanthropic trusts
that have created national institutions for science and technology, medical research, social
studies and the performing arts. The trusts also provide aid and assistance to non-government
organisations working in the areas of education, healthcare and livelihoods. Tata companies
also extend social welfare activities to communities around their industrial units. The
combined development-related expenditure of the trusts and the companies amounts to
around 4 per cent of the net profits of all the Tata companies taken together.
Going forward, Tata is focusing on new technologies and innovation to drive its business in
India and internationally. The Nano car is one example, as is the Eka supercomputer
(developed by another Tata company), which in 2008 was ranked the world’s fourth fastest.
Anchored in India and wedded to traditional values and strong ethics, Tata companies are
building multinational businesses that will achieve growth through excellence and
innovation, while balancing the interests of shareholders, employees and civil society.
TATA GROUP HISTORY
The beginning of the Tata Group can be traced back to 1868, when Jamsetji Nusserwanji
Tata established a trading company dealing in cotton in Bombay (now Mumbai), British
India. This was followed by the installation of 'Empress Mills' in Nagpur in 1877. Taj Mahal
Hotel in Bombay (now Mumbai) was opened for business in 1903. Sir Dorab Tata, the eldest
son of Jamsetji Tata became the chairman of the group after his father's death in 1904. Under
him, the group ventured into steel production (1905) and hydroelectric power
generation(1910). After the death of Dorab Tata in 1934, Nowroji Saklatwala headed the
group till 1938. He was succeeded by Jehangir Ratanji Dadabhoy Tata. The group expanded
significantly under him with the establishment of Tata Chemicals (1939), Tata Motors, Tata
Industries (both 1945), Voltas (1954), Tata Tea (1962), Tata Consultancy Services (1968)
and Titan Industries (1984). Ratan Tata, the incumbent chairman of the group succeeded JRD
Tata in 1991.
TATA GROUP OF COMPANIES
Chemicals

Tata Chemicals

Rallis India

Tata Pigments Limited

General Chemical Industrial Products

Brunner Mond

Advinus Therapeutics

Magadi Soda Company
Consumer Products

Tata Salt

I-shakti

Casa Décor

Tata Swach

Tata Global Beverages

Eight O'Clock Coffee

Tata Ceramics

Infiniti Retail (Cromā)

Tata Tea Limited is the world's second largest manufacturer of packaged tea and tea
products.

Tetley

Tata Coffee

Tata Industries

Titan Industries

Trent (Westside)

Tata Sky

TajAir

Tata International Ltd.

Tanishq

Tata Refractories

Westland
Energy

Tata Power is one of the largest private sector power companies.

Tata BP Solar, a joint venture between Tata Power and BP Solar

Hooghly Met Coke and Power Company

Jamshedpur Utilities and Services Company

North Delhi Power

Powerlinks Transmission

Tata Power Trading

Tata Projects
Engineering

TAL Manufacturing Solutions

Tata AutoComp Systems Limited (TACO)

Hispano Carrocera

Tata Motors, manufacturer of commercial vehicles (largest in India) and passenger
cars

Jaguar and Land Rover

Tata Daewoo Commercial Vehicle

Tata Projects

Tata Consulting Engineers Limited

Tata Cummins

Telco Construction Equipment

TRF

Voltas, consumer electronics company

Voltas Global Engineering Centre

Tata Advanced Materials

Tata Advanced Systems

Tata Motors European Technical Centre

Tata Petrodyne

Tata Precision Industries

Telco Construction Equipment
Information Systems And Communications

Computational Research Laboratories

INCAT

Nelco

Nelito Systems

Tata Business Support Services

Tata Consultancy Services Ltd. (TCS) is Asia's largest software company.

Tata Elxsi

Tata Interactive Systems

Tata Technologies Limited

Tata Teleservices

Virgin Mobile India

Tata Communications

CMC Limited

VSNL International Canada

Tatanet, Managed connectivity and VSAT service provider

Tata Teleservices

Tata Teleservices (Maharashtra)
Services

Tata Sons

The Indian Hotels Company

Ginger Hotels

Roots Corporation

Landmark

Tata Housing Development Company Ltd. (THDC)

Tata Limited

TATA AIG General Insurance

TATA AIG Life Insurance

Tata AG

Tata Asset Management

Tata Financial Services

Tata Capital

Tata International AG

Tata Investment Corporation

Tata Advanced Systems Limited

Drive India Enterprise Solutions

Mjunction services

Tata Quality Management Services

Tata Realty and Infrastructure Limited

Tata Interactive Systems

Tata Africa Holdings

Tata AutoComp Systems

Tata Industrial Services

Tata NYK

Tata Services

Tata Strategic Management Group
Steel

Tata Steel

Tata Steel Europe

Tata Steel KZN

Tata Steel Processing and Distribution

JAMIPOL

NatSteel Holdings

Tata BlueScope Steel

Tata Metaliks

Tata Sponge Iron

Tayo Rolls

The Tinplate Company of India

TM International Logistics
TATA GROUP OVERVIEW
VALUES AND PURPOSE
Purpose
At the Tata group we are committed to improving the quality of life of the communities we
serve. We do this by striving for leadership and global competitiveness in the business sectors
in which we operate.
Our practice of returning to society what we earn evokes trust among consumers, employees,
shareholders and the community. We are committed to protecting this heritage of leadership
with trust through the manner in which we conduct our business.
Core Values
Tata has always been values-driven. These values continue to direct the growth and business
of Tata companies. The five core Tata values underpinning the way we do business are:

Integrity: We must conduct our business fairly, with honesty and transparency.
Everything we do must stand the test of public scrutiny.

Understanding: We must be caring, show respect, compassion and humanity for our
colleagues and customers around the world, and always work for the benefit of the
communities we serve.

Excellence: We must constantly strive to achieve the highest possible standards in our
day-to-day work and in the quality of the goods and services we provide.

Unity: We must work cohesively with our colleagues across the group and with our
customers and partners around the world, building strong relationships based on
tolerance, understanding and mutual cooperation.

Responsibility: We must continue to be responsible, sensitive to the countries,
communities and environments in which we work, always ensuring that what comes
from the people goes back to the people many times over.
Tata Sons
Tata Sons is the promoter of all key Tata companies and holds the bulk of shareholding in
these companies. The chairman of Tata Sons has traditionally been the chairman of the Tata
group.
About 66 per cent of the equity capital of Tata Sons is held by philanthropic trusts endowed
by members of the Tata family. The biggest of these trusts are the Sir Dorabji Tata Trust and
the Sir Ratan Tata Trust, which were created by the families of the sons of Jamsetji Tata.
Areas Of Business
Tata Sons is the owner of the Tata name and the Tata trademark, which are registered in
India and several other countries. These are used by various Tata companies in relation to
their products and services. The terms of use of the group mark and logo by Tata companies
are governed by the Brand Equity and Business Promotion Agreement, which is signed by
Tata Sons and individual group companies.
Apart from this, the company's activities are:

To maintain shareholding in main operating companies

To invest in operating companies to facilitate growth

To promote the group's entry into new businesses
Tata Sons has two divisions:

Tata Quality Management Services: Helps Tata companies achieve business
excellence through the Tata Business Excellence Model

Tata Financial Services: In-house financial consultancy which carries out long- and
short-term financial planning for Tata companies
Board of directors

Ratan N Tata, chairman

Farrokh K Kavarana

R Gopalakrishnan, director

Ishaat Hussain, finance director

RK Krishna Kumar

Arunkumar Gandhi

Cyrus Pallonji Mistry
Location
Tata Sons is based in Mumbai.
TATA MOTORS
Tata Motors Limited (NSE: TATAMOTORS, BSE: 500570, NYSE: TTM) is an Indian
multinational automotive corporation headquartered in Mumbai, India. Part of the Tata
Group, it was formerly known as TELCO (TATA Engineering and Locomotive Company).
Tata Motors is South Asia’s largest automobile company, with consolidated net profit of
9,274 crore (US$2.07 billion) in 2010–11. It is the leader in commercial vehicles and among
the top three in passenger vehicles. Tata Motors has products in the compact, midsize car and
utility vehicle segments. The company is the world's fourth largest truck manufacturer, the
world's second largest bus manufacturer, and employs 50,000 workers. Tata Motors has
produced and sold over 4 million vehicles in India since 1954.
Established in 1945, when the company began manufacturing locomotives, the company
manufactured its first commercial vehicle in 1954 in a collaboration with Daimler-Benz AG,
which ended in 1969. Tata Motors is a dual-listed company traded on both the Bombay Stock
Exchange and New York Stock Exchange. In 2010, Tata Motors surpassed Reliance to win
the coveted title of 'India's most valuable brand' in an annual survey conducted by Brand
Finance and The Economic Times.
Tata Motors has auto manufacturing and assembly plants in Jamshedpur, Pantnagar, AP,
Lucknow, UP, Sanand, GJ, Dharwad and Pune, MH in India, as well as in Argentina, South
Africa, Thailand and England.
TATA MOTORS PROFILE
Tata Motors Limited is India’s largest automobile company, with consolidated revenues of
Rs.1,23,133 crores (USD 27 billion) in 2010-11. It is the leader in commercial vehicles in
each segment, and among the top three in passenger vehicles with winning products in the
compact, midsize car and utility vehicle segments. The Company is the world's fourth largest
truck manufacturer, and the world's third largest bus manufacturer.
The Company's over 25,000 employees are guided by the vision to be "best in the manner in
which we operate, best in the products we deliver, and best in our value system and ethics."
Established in 1945, Tata Motors' presence indeed cuts across the length and breadth of India.
Over 5.9 million Tata vehicles ply on Indian roads, since the first rolled out in 1954. The
Company's manufacturing base in India is spread across Jamshedpur (Jharkhand), Pune
(Maharashtra), Lucknow (Uttar Pradesh), Pantnagar (Uttarakhand), 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. The Company's dealership, sales, services and
spare parts network comprises over 3500 touch points; Tata Motors also distributes and
markets Fiat branded cars in India.
Tata Motors, the first Company from India's engineering sector to be listed in the New York
Stock Exchange (September 2004), has also emerged as an international automobile
company. Through subsidiaries and associate companies, Tata Motors has operations in the
UK, South Korea, Thailand and Spain. Among them is Jaguar Land Rover, a business
comprising the two iconic British brands that was acquired in 2008. In 2004, it acquired the
Daewoo Commercial Vehicles Company, South Korea's second largest truck maker. The
rechristened Tata Daewoo Commercial Vehicles Company has launched several new
products in the Korean market, while also exporting these products to several international
markets. Today two-thirds of heavy commercial vehicle exports out of South Korea are from
Tata Daewoo. In 2005, Tata Motors acquired a 21% stake in Hispano Carrocera, a reputed
Spanish bus and coach manufacturer, and subsequently the remaining stake in 2009.
Hispano's presence is being expanded in other markets. In 2006, Tata Motors formed a joint
venture with the Brazil-based Marcopolo, a global leader in body-building for buses and
coaches to manufacture fully-built buses and coaches for India and select international
markets. In 2006, Tata Motors entered into joint venture with Thonburi Automotive
Assembly Plant Company of Thailand to manufacture and market the Company's pickup
vehicles in Thailand. The new plant of Tata Motors (Thailand) has begun production of the
Xenon pickup truck, with the Xenon having been launched in Thailand in 2008.
Tata Motors is also expanding its international footprint, established through exports since
1961. The Company's commercial and passenger vehicles are already being marketed in
several countries in Europe, Africa, the Middle East, South East Asia, South Asia and South
America. It has franchisee/joint venture assembly operations in Kenya, Bangladesh, Ukraine,
Russia, Senegal and South Africa.
The foundation of the Company's 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 4,500 engineers and scientists, 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 developed the first indigenously developed Light Commercial Vehicle, India's first
Sports Utility Vehicle and, in 1998, the Tata Indica, India's first fully indigenous passenger
car. Within two years of launch, Tata Indica became India's largest selling car in its segment.
In 2005, Tata Motors created a new segment by launching the Tata Ace, India's first
indigenously developed mini-truck.
In January 2008, Tata Motors unveiled its People's Car, the Tata Nano, which India and the
world have been looking forward to. The Tata Nano has been subsequently launched, as
planned, in India in March 2009. 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. 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.
In May 2009, Tata Motors ushered in a new era in the Indian automobile industry, in keeping
with its pioneering tradition, by unveiling its new range of world standard trucks called
Prima. In their power, speed, carrying capacity, operating economy and trims, they will
introduce new benchmarks in India and match the best in the world in performance at a lower
life-cycle cost.
Tata Motors is equally focussed on environment-friendly technologies in emissions and
alternative fuels. It has developed electric and hybrid vehicles both for personal and public
transportation. It has also been implementing several environment-friendly technologies in
manufacturing processes, significantly enhancing resource conservation.
Through its subsidiaries, the Company is engaged in engineering and automotive solutions,
construction equipment manufacturing, automotive vehicle components manufacturing and
supply chain activities, machine tools and factory automation solutions, high-precision
tooling and plastic and electronic components for automotive and computer applications, and
automotive retailing and service operations.
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
focussed on youth and women. They range from schools to technical education institutes to
actual facilitation of income generation. In health, our intervention is in both preventive and
curative healthcare. The goal of environment protection is achieved through tree plantation,
conserving water and creating new water bodies and, last but not the least, by introducing
appropriate technologies in our vehicles and operations for constantly enhancing environment
care. With the foundation of its rich heritage, Tata Motors today is etching a refulgent future.
HISTORY OF TATA MOTORS
Tata Motors is a part of the Tata Group manages its share-holding through Tata Sons. The
company was established in 1950 as a locomotive manufacturing unit and later expanded its
operations to commercial vehicle sector in 1954 after forming a joint venture with DaimlerBenz 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 Marcopolo
S.A. of Brazil, and introduced low-floor buses in the Indian Market under the name Tata
Marcopolo Bus. Recently, it has acquired British Jaguar Land Rover (JLR), which includes
the Daimler and Lanchester brand names.
MISSION & VISION
Environmental and Quality Policy
Acquisitions

In 2004 Tata Motors acquired Daewoo's truck manufacturing unit, now known as Tata
Daewoo Commercial Vehicle, in South Korea.

In 2005, Tata Motors acquired 21% of Aragonese Hispano Carrocera giving it
controlling rights of the company.

In 2007, Formed a joint venture with Marcopolo of Brazil and introduced low-floor
buses in the Indian Market.

In 2008, Tata Motors acquired British Jaguar Land Rover (JLR), which includes the
Daimler and Lanchester brand names.

In 2010, Tata Motors acquired 80% stake in Italy-based design and engineering
company Trilix for a consideration of €1.85 million. The acquisition is in line with the
company’s objective to enhance its styling/design capabilities to global standards.
Expansion
The 2nd generation Tata Indica V2's excellent fuel economy, powerful engine and aggressive
marketing strategy made it one of the best selling cars in the history of the Indian automobile industry.
After years of dominating the commercial vehicle market in India, Tata Motors entered the
passenger vehicle market in 1991 by launching the Tata Sierra, a multi utility vehicle. After
the launch of three more vehicles, Tata Estate (1992, a stationwagon design based on the
earlier 'TataMobile' (1989), a light commercial vehicle), Tata Sumo (LCV, 1994) and Tata
Safari (1998, India's first sports utility vehicle). Tata launched the Indica in 1998, the first
fully indigenous passenger car of India. Though the car was initially panned by auto-analysts,
the car's excellent fuel economy, powerful engine and aggressive marketing strategy made it
one of the best selling cars in the history of the Indian automobile industry. A newer version
of the car, named Indica V2, was a major improvement over the previous version and quickly
became a mass-favorite. Tata Motors also successfully exported large quantities of the car to
South Africa. The success of Indica in many ways marked the rise of Tata Motors.
Subsidiary Brands
Tata Daewoo Commercial Vehicle
Tata Motors aimed to increase its presence worldwide. In 2004, it acquired the Daewoo
Commercial Vehicle Company of South Korea. The reasons behind the acquisition were:

Company's global plans to reduce domestic exposure. The domestic commercial
vehicle market is highly cyclical in nature and prone to fluctuations in the domestic
economy. Tata Motors has a high domestic exposure of ~94% in the MHCV segment
and ~84% in the light commercial vehicle (LCV) segment. Since the domestic
commercial vehicle sales of the company are at the mercy of the structural economic
factors, it is increasingly looking at the international markets. The company plans to
diversify into various markets across the world in both MHCV as well as LCV
segments.

To expand the product portfolio Tata Motors recently introduced the 25MT GVW
Tata Novus from Daewoo’s (South Korea) (TDCV) platform. Tata plans to leverage
on the strong presence of TDCV in the heavy-tonnage range and introduce products in
India at an appropriate time. This was mainly to cater to the international market and
also to cater to the domestic market where a major improvement in the Road
infrastructure was done through the National Highway Development Project.
Tata remains India's largest heavy commercial vehicle manufacturer and Tata Daewoo is the
2nd largest heavy commercial vehicle manufacturer in South Korea. Tata Motors has jointly
worked with Tata Daewoo to develop trucks such as Novus and World Truck and buses
namely, GloBus and StarBus.
Hispano Carrocera
In 2005, sensing an opportunity in the fully built bus segment, Tata Motors acquired a 21%
stake in Hispano Carrocera SA, the leading European bus and coach cabin maker. In 2009,
the company picked up the remaining 79% stake in Hispano Carrocera SA for an undisclosed
sum, making it a fully owned subsidiary.
Jaguar Cars and Land Rover
After the acquisition of the British Jaguar Land Rover (JLR) business, which also includes
the Daimler, Lanchester and Rover brands, Tata Motors became a major player in the
international automobile market. On 27 March 2008, Tata Motors reached an agreement with
Ford to purchase their Jaguar Land Rover operations for US$2.3 billion. The sale was
completed on 2 June 2008.
In addition to the brands, Tata Motors has also gained access to two design centres and two
plants in UK. The key acquisition would be of the intellectual property rights related to the
technologies.
Joint ventures
Tata MarcoPolo released a low-floor bus in India and now it is widely used as public transport in
Delhi, Mumbai,Pune, Chennai, Hyderabad, Bangalore, Chandigarh and Lucknow.
Tata Motors has formed a 51:49 joint venture in bus body building with Marcopolo of Brazil.
This joint venture is to manufacture and assemble fully built buses and coaches targeted at
developing mass rapid transportation systems. The joint venture will absorb technology and
expertise in chassis and aggregates from Tata Motors, and Marcopolo will provide know-how
in processes and systems for bodybuilding and bus body design. Tata and Marcopolo have
launched a low-floor city bus which is widely used by Chennai, Coimbatore, Delhi, Mumbai,
Lucknow, Pune, Kochin, Trivandrum
and Bengaluru transport corporations. Its
manufacturing facility is based in Dharwad.
Tata Motors also formed a joint venture with Fiat and gained access to Fiat’s diesel engine
technology. Tata Motors sells Fiat cars in India through a 50/50 joint venture Fiat
Automobiles India Limited, and is looking to extend its relationship with Fiat and Iveco to
other segments. Tata has also formed several JV's with many small companies in various
countries around the world.
Important Development
Tata Nano
In January 2008, Tata Motors launched Tata Nano, the least expensive production car in the
world at about 120,000 (US $3000). The city car was unveiled during the Auto Expo 2008
exhibition in Pragati Maidan, New Delhi.
Tata has faced controversy over developing the Nano as some environmentalists are
concerned that the launch of such a low-priced car could lead to mass motorization in India
with adverse effects on pollution and global warming. Tata has set up a factory in Sanand,
Gujarat and the first Nanos are to roll out summer 2009.
Tata Nano Europa has been developed for sale in developed economies and is to hit markets
in 2010 while the normal Nano should hit markets in South Africa, Kenya and countries in
Asia and Africa by late 2009. A battery version is also planned.
Tata Ace
Tata Ace was India's first mini truck
Tata Ace, India's first indigenously developed sub-one ton mini-truck, was launched in May
2005. The mini-truck was a huge success in India with auto-analysts claiming that Ace had
changed the dynamics of the light commercial vehicle (LCV) market in the country by
creating a new market segment termed the small commercial vehicle (SCV) segment. Ace
rapidly emerged as the first choice for transporters and single truck owners for city and rural
transport. By October 2005, LCV sales of Tata Motors had grown by 36.6 percent to 28,537
units due to the rising demand for Ace. The Ace was built with a load body produced by
Autoline Industries. By 2005, Autoline was producing 300 load bodies per day for Tata
Motors.
Ace is still a top seller for TML with 5 lakh units sold to date (June 2010).
Ace has also been exported to several Asian, European, South American and African
countries and all-electric models are sold through Chrysler's Global Electric Motorcars
division. In Sri Lanka it is sold through Diesel & Motor Engineering(DIMO) PLC under the
name of DIMO Batta.
Compressed air car
Tata OneCAT
Motor Development International of France has developed the world's first prototype of a
compressed air car, named OneCAT. In 2007, MDI owner Guy Negre was reported to have
"the backing of Tata".
It has airtanks that can be filled in 4 hours by plugging the car into a standard electrical plug.
In 2008 MDI planned to also design a gas station compressor, which would fill the tanks in 3
minutes. There are no gasoline costs and no fossil fuel emissions from the vehicle when run
in town, but "the compressed air driving the pistons can be boosted by a fuel burner".
OneCAT is a five seat vehicle with a 200-litre (7.1 cu ft) trunk. With full tanks it is said to
run at 100 km/h (62 mph) for 90 kilometres (56 mi) range in urban cycle. There are severe
physical arguments pleading against those figures. In December 2009 Tata's vice president of
engineering systems confirmed that the limited range and low engine temperatures were
causing difficulties.
Electric vehicles
Tata Motors unveiled the electric versions of passenger car Tata Indica and commercial
vehicle Tata Ace. Both run on lithium batteries. The company has indicated that the electric
Indica would be launched locally in India in about 2010, without disclosing the price. The
vehicle would be launched in Norway in 2009.
Tata Motors' UK subsidiary, Tata Motors European Technical Centre, has bought a 50.3%
holding in electric vehicle technology firm Miljøbil Grenland/Innovasjon of Norway for
US$1.93 M, which specialises in the development of innovative solutions for electric
vehicles, and plans to launch the electric Indica hatchback in Europe next year. On 17 Sept
2010 Tata motors presented to the DTC (Delhi Transport corporation). Four CNG – Electric
Hybrid low-floored Star-buses to be used for Commonwealth games. These are the first
Environmentally friendly buses to be used for public transportation in India.
Operations
The Tata Safari DiCOR is one of Tata's best selling vehicles in India and also has been fairly
successful in the Mediterranean and Eastern Europe
Tata has tried to revamp all its models in order to satisfy the consumer
The purchase of Jaguar and Land Rover is expected to help give Tata Motors gain a foothold
in the European and American markets.
Tata relies on its subsidiaries for sales outside India. Seen here is the Range Rover Sport.
Tata Xenon is Tata's best selling vehicle in Europe.
Tata in India
A loaded Tata truck on a Rajasthan highway
Tata Motors Limited is India’s largest automobile company, with revenues of 35,651.48
crore (US$7.95 billion) in 2007–08. It is the leader in commercial vehicles in each segment,
and among the top three in passenger vehicles in India with products in the compact, midsize
car and utility vehicle segments. Tata vehicles are sold primarily in India, and over 4 million
Tata vehicles have been produced domestically since the first Tata vehicle was assembled in
1954. The company’s manufacturing base in India is spread across Jamshedpur (Jharkhand),
Pune (Maharashtra), Lucknow (Uttar Pradesh), Pantnagar (Uttarakhand) and Dharwad
(Karnataka). Following a strategic alliance with Fiat in 2005, Tata set up an industrial joint
venture with Fiat Group Automobiles at Ranjangaon (Maharashtra) to produce both Fiat and
Tata cars and Fiat powertrains. The company is establishing a new plant at Sanand (Gujarat).
Tata's dealership, sales, service and spare parts network comprises over 3500 touch points.
Tata Motors also distributes and markets Fiat branded cars in India.
Sales & Service Network
Tata Motors has more than 250 dealerships in more than 195 cities across 27 states and 4
Union Territories of India. It has the 3rd largest Sales and Service Network after Maruti
Suzuki and Hyundai.
Tata's global operations
Tata Motors has been in the process of acquiring foreign brands to increase its global
presence. Through acquisition, Tata has operations in the UK, South Korea, Thailand and
Spain. Among these acquisitions is Jaguar Land Rover, a business comprising two struggling
iconic British brands that was acquired from the Ford Motor Company in 2008. In 2004, Tata
acquired the Daewoo Commercial Vehicles Company, South Korea’s second largest truck
maker. The re-branded 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% controlling stake in Hispano Carrocera, a Spanish bus
and coach manufacturer. Tata Motors continued its market area expansion through the
introduction of new products such as buses (Starbus & Globus, jointly developed with
subsidiary Hispano Carrocera) and trucks (Novus, jointly developed with subsidiary Tata
Daewoo). In May, 2009 Tata unveiled the Tata World Truck range jointly developed with
Tata Daewoo Debuting in South Korea, South Africa, the SAARC countries and the MiddleEast by the end of 2009 santhosh In 2006, Tata formed a joint venture with the Brazil-based
Marcopolo to manufacture fully built buses and coaches for India and other 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 has franchisee/joint venture assembly operations in Kenya, Bangladesh, Ukraine,
Russia and Senegal. Tata has dealerships in 26 countries across 4 continents. Though Tata is
present in many countries it has only managed to create a large consumer base in the Indian
Subcontinent, namely India, Bangladesh, Bhutan, Sri Lanka and Nepal. Tata has a growing
consumer base in Italy, Spain and South Africa.
Products
Passenger cars and utility vehicles
Tata Prima concept car
Tata Nano Europa
Tata Starbus Low Floor 1610
Tata Marcopolo buses in the Delhi BRT.
Tata Aria
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Tata Sierra (Discontinued)
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Tata Estate (Discontinued)
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Tata Sumo/Spacio
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Tata Sumo Grande
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Tata Safari
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Tata Indica
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Tata Vista
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Tata Indigo

Tata Manza

Tata Indigo Marina
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Tata Winger
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Tata Magic
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Tata Nano
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Tata Xenon XT

Tata Aria
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Tata Venture

Tata Iris
Concept vehicles

2000 Aria Roadster
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2001 Aria Coupe
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2002 Tata Indiva
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2004 Tata Indigo Advent
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2005 Tata Xover

2006 Tata Cliffrider
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2007 Tata Elegante
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2009 Tata Pr1ma
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2010 Tata Versa
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2010 Tata Essota
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2011 Tata Pixel
Commercial vehicles

Tata Ace
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Tata Super Ace
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Tata TL/Telcoline/207 DI Pickup Truck
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Tata 407 Ex and Ex2
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Tata 709 Ex
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Tata 809 Ex and Ex2
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Tata 909 Ex and Ex2
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Tata 1109 (Intermediate truck)

Tata 1512 (Medium bus chassis)
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Tata 1612/1616 (Heavy bus chassis)
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Tata 1618 (Semi Low Floor bus chassis)
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Tata 1623 (Rear Engined Low Floor bus chassis)
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Tata 1518C (Medium truck)
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Tata 1613/1615 (Medium truck)
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Tata 2515/2516 (Medium truck)
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Tata Starbus (Branded Buses for city, inter city, school bus and standard passenger
transportation)
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Tata Divo (Fully built luxury coach)
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Tata CityRide (12 – 20 seater buses for intra-city use)
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Tata 3015 (Heavy truck)
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Tata 3118 (Heavy truck) (8×2)
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Tata 3516 (Heavy truck)
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Tata 4018 (Heavy truck)
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Tata 4923 (Ultra-Heavy truck) (6×4)
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Tata Novus (Heavy truck designed by Tata Daewoo)
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Tata Prima (The World Truck designed by Tata Motors and Tata Daewoo)
Military vehicles
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Tata LSV (Light Specialist Vehicle)
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Tata Mine Protected Vehicle (4×4)
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Tata 2 Stretcher Ambulance
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Tata 407 Troop Carrier, available in hard top, soft top, 4×4, and 4×2 versions

Tata LPTA 713 TC (4×4)
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Tata LPT 709 E
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Tata SD 1015 TC (4×4)
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Tata LPTA 1615 TC (4×4)
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Tata LPTA 1621 TC (6×6)
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Tata LPTA 1615 TC (4×2)
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Tata Winger Passenger Mini Bus
Tata Motors technology and design subsidiaries
Tata has dozens of technology and design subsidiaries. These include the main ones.
Telco Construction Equipment (TELCON)
TELCON is a joint venture between Tata Motors and Hitachi, which focuses on excavators
and other construction equipment. and research work are done.
HV Transmission (HVTL) and HV Axles (HVAL)
HVAL and HVTL are 85% subsidiary companies of Tata Motors engaged in the business of
manufacture of gear boxes and axles for heavy and medium commercial vehicles, with
production facilities and infrastructure based at Jamshedpur.
Tata Technologies Limited (TTL)
TTL provides Engineering and Design (E&D) solutions to the Automotive Industry. Tata
Motors holds 86.91% of TTL’s share capital. TTL is based in Pune (Hinjawadi) and operates
in the US and Europe through its wholly owned subsidiaries in Detroit and London
respectively. It also has a presence in Thailand. Tata Technologies is a software service
provider in the IT services and BPO space. Its global client list includes Ford, General
Motors, Toyota and Honda, to name a few. It bought over the British engineering and design
services company, Incat International Plc for Rs.4 billion in August 2005. Incat specializes in
engineering & design services and product lifecycle management in the international
automotive, aerospace and engineering markets. With this acquisition, Tata Motors will have
closer proximity to its global customers and be able to provide a wider range of services.
Tata Motor European Technical Centre
Tata Motor European Technical Centre is Tata's subsidiary based in the UK. It was the joint
developer of the World Truck.
SWOT ANALYSIS
Strengths

The internationalisation strategy so far has been to keep local managers in new
acquisitions, and to only transplant a couple of senior managers from India into the
new market. The benefit is that Tata has been able to exchange expertise. For example
after the Daewoo acquisition the Indian company leaned work discipline and how to
get the final product 'right first time.'

The company has a strategy in place for the next stage of its expansion. Not only is it
focusing upon new products and acquisitions, but it also has a programme of intensive
management development in place in order to establish its leaders for tomorrow.

The company has had a successful alliance with Italian mass producer Fiat since
2006. This has enhanced the product portfolio for Tata and Fiat in terms of production
and knowledge exchange. For example, the Fiat Palio Style was launched by Tata in
2007, and the companies have an agreement to build a pick-up targeted at Central and
South America.

Excellent brand equity and image in Indian market.

Sound global recognition in light trucks and buses.

Sound fundamentals in turbo diesel because of their joint venture with Cummins.

Good presence in Indian markets

Ownership of heritage of British motor brands like Land Rover and Jaguar.

Strategic tie up with Benz. They follow premium segment marketing.

World class quality accreditation (ISO 9001; ISO 20000)
Weaknesses

The company's passenger car products are based upon 3rd and 4th generation
platforms, which put Tata Motors Limited at a disadvantage with competing car
manufacturers.

Despite buying the Jaguar and Land Rover brands (see opportunities below); Tata has
not got a foothold in the luxury car segment in its domestic, Indian market. Is the
brand associated with commercial vehicles and low-cost passenger cars to the extent
that it has isolated itself from lucrative segments in a more aspiring India?

One weakness which is often not recognised is that in English the word 'tat' means
rubbish. Would the brand sensitive British consumer ever buy into such a brand?
Maybe not, but they would buy into Fiat, Jaguar and Land Rover (see opportunities
and strengths).

Never done well in UK; USA and European markets.

Not yet prepared fundamentally to handle global markets of Land Rover and Jaguar.

Weak technical competencies.

Perceived as Indianized.

Do not possess localization skills outside Indian markets.

Focus in more on cost thus car lacks advanced features.
Opportunities

In the summer of 2008 Tata Motor's announced that it had successfully purchased the
Land Rover and Jaguar brands from Ford Motors for UK £2.3 million. Two of the
World's luxury car brand have been added to its portfolio of brands, and will
undoubtedly off the company the chance to market vehicles in the luxury segments.

Tata Motors Limited acquired Daewoo Motor's Commercial vehicle business in 2004
for around USD $16 million.

Nano is the cheapest car in the World - retailing at little more than a motorbike.
Whilst the World is getting ready for greener alternatives to gas-guzzlers, is the Nano
the answer in terms of concept or brand? Incidentally, the new Land Rover and Jaguar
models will cost up to 85 times more than a standard Nano!

The new global track platform is about to be launched from its Korean (previously
Daewoo) plant. Again, at a time when the World is looking for environmentally
friendly transport alternatives, is now the right time to move into this segment? The
answer to this question (and the one above) is that new and emerging industrial
nations such as India, South Korea and China will have a thirst for low-cost passenger
and commercial vehicles. These are the opportunities. However the company has put
in place a very proactive Corporate Social Responsibility (CSR) committee to address
potential strategies that will make is operations more sustainable.

The range of Super Milo fuel efficient buses are powered by super-efficient, ecofriendly engines. The bus has optional organic clutch with booster assist and better air
intakes that will reduce fuel consumption by up to 10%.

Introduce Asian variants of Jaguar and land Rover by promoting “Power Icon” Brand
which will work well with Asian politicians.

Develop more joint ventures like Tata Mercedes-Benz.
Threats

Other competing car manufacturers have been in the passenger car business for 40, 50
or more years. Therefore Tata Motors Limited has to catch up in terms of quality and
lean production.

Sustainability and environmentalism could mean extra costs for this low-cost
producer. This could impact its underpinning competitive advantage. Obviously, as
Tata globalises and buys into other brands this problem could be alleviated.

Since the company has focused upon the commercial and small vehicle segments, it
has left itself open to competition from overseas companies for the emerging Indian
luxury segments. For example ICICI bank and DaimlerChrysler have invested in a
new Pune-based plant which will build 5000 new Mercedes-Benz per annum. Other
players developing luxury cars targeted at the Indian market include Ford, Honda and
Toyota. In fact the entire Indian market has become a target for other global
competitors including Maruti Udyog, General Motors, Ford and others.

Rising prices in the global economy could pose a threat to Tata Motors Limited on a
couple of fronts. The price of steel and aluminium is increasing putting pressure on
the costs of production. Many of Tata's products run on Diesel fuel which is becoming
expensive globally and within its traditional home market.

Many companies across the world are busy developing their own models of Economy
cars they may launch in competition with Tata motors.

Must catch in terms of Quality and lean production.

Since company has focussed upon commercial and small vehicle segment it has left
open to competition from overseas.

Rising prices in global economy.

Price of steel and aluminium is increasing putting pressure on costs of production.

Diesel fuel is becoming expensive globally.
Milestones Achieved
1945
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Tata Engineering and Locomotive Co. Ltd. was established to manufacture
locomotives and other engineering products.
1948
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Steam road roller introduced in collaboration with Marshall Sons (UK).
1954
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Collaboration with Daimler Benz AG, West Germany, for manufacture of medium
commercial vehicles.
The first vehicle rolled out within 6 months of the contract.
1959
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Research and Development Centre set up at Jamshedpur.
1961
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Exports begin with the first truck being shipped to Ceylon, now Sri Lanka.
1966
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Setting up of the Engineering Research Centre at Pune to provide
impetus to automobile Research and Development.
1971
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Introduction of DI engines.
1977
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First commercial vehicle manufactured in Pune.
1983
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Manufacture of Heavy Commercial Vehicle commences.
1985
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First hydraulic excavator produced with Hitachi collaboration.
1986
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Production of first light commercial vehicle, Tata 407, indigenously designed,
followed by Tata 608.
1989
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Introduction of the Tatamobile 206 - 3rd LCV model.
1991
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Launch of the 1st indigenous passenger car Tata Sierra.
TAC 20 crane produced.
One millionth vehicle rolled out.
1992
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Launch of the Tata Estate.
1993
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Joint venture agreement signed with Cummins Engine Co. Inc. for the manufacture of
high horsepower and emission friendly diesel engines.
1994
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Launch of Tata Sumo - the multi utility vehicle.
Launch of LPT 709 - a full forward control, light commercial vehicle.
Joint venture agreement signed with M/s Daimler - Benz / Mercedes - Benz for
manufacture of Mercedes Benz passenger cars in India.
Joint venture agreement signed with Tata Holset Ltd., UK for manufacturing
turbochargers to be used on Cummins engines.
1995
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Mercedes Benz car E220 launched.
1996
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Tata Sumo deluxe launched.
1997
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Tata Sierra Turbo launched.
100,000th Tata Sumo rolled out.
1998
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Tata Safari - India's first sports utility vehicle launched.
2 millionth vehicle rolled out.
Indica, India's first fully indigenous passenger car launched.
1999
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115,000 bookings for Indica registered against full payment within a week.
Commercial production of Indica commences in full swing.
2000
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First consignment of 160 Indicas shipped to Malta.
Indica with Bharat Stage 2 (Euro II) compliant diesel engine launched.
Utility vehicles with Bharat Stage 2 (Euro II) compliant engine launched.
Indica 2000 (Euro II) with multi point fuel injection petrol engine launched.
Launch of CNG buses.
Launch of 1109 vehicle - Intermediate commercial vehicle.
2001
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Indica V2 launched - 2nd generation Indica.
100,000th Indica wheeled out.
Launch of CNG Indica.
Launch of the Tata Safari EX.
Indica V2 becomes India's number one car in its segment.
Exits joint venture with Daimler Chrysler.
2002
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Unveiling of the Tata Sedan at Auto Expo 2002.
Petrol version of Indica V2 launched.
Launch of the EX series in Commercial vehicles.
Launch of the Tata 207 DI.
2,00,000th Indica rolled out.
5,00,000th passenger vehicle rolled out.
Launch of the Tata Sumo'+' Series.
Launch of the Tata Indigo.
Tata Engineering signed a product agreement with MG Rover of the UK.
2003

Launch of the Tata Safari Limited Edition.
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The Tata Indigo Station Wagon unveiled at the Geneva Motor Show.
On 29th July, J. R. D. Tata's birth anniversary, Tata Engineering becomes Tata
Motors Limited.
3 millionth vehicle produced.
First CityRover rolled out.
135 PS Tata Safari EXi Petrol launched.
Tata SFC 407 EX Turbo launched.
2004
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Tata Motors unveils new product range at Auto Expo '04.
New Tata Indica V2 launched.
Tata Motors and Daewoo Commercial Vehicle Co. Ltd. sign investment agreement.
Indigo Advent unveiled at Geneva Motor Show.
Tata Motors completes acquisition of Daewoo Commercial Vehicle Company.
Tata LPT 909 EX launched.
Tata Daewoo Commercial Vehicle Co. Ltd. (TDCV) launches the heavy duty truck
'NOVUS', in Korea.
Sumo Victa launched.
Indigo Marina launched.
Tata Motors lists on the NYSE.
2005
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Tata Motors rolls out the 500,000th Passenger Car from its Car Plant Facility in Pune.
The Tata Xover unveiled at the 75th Geneva Motor Show.
Branded buses and coaches - Starbus and Globus - launched.
Tata Motors acquires 21% stake in Hipo Carrocera SA, Spanish bus manufacturing
Company.
Tata Ace, India's first mini truck launched.
Tata Motors wins JRD QV award for business excellence.
The power packed Safari Dicor is launched.
Introduction of Indigo SX series - luxury variant of Tata Indigo.
Tata Motors launches Indica V2 Turbo Diesel.
One millionth passenger car produced and sold.
Inauguration of new factory at Jamshedpur for Novus.
Tata TL 4X4, India's first Sports Utility Truck (SUT) is launched.
Launch of Tata Novus.
Launch of Novus range of medium trucks in Korea, by Tata Daewoo Commercial
Vehicle Co. (TDCV).
2006
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Tata Motors vehicle sales in India cross four million mark.
Tata Motors unveils new long wheel base premium Indigo & X - over concept at Auto
Expo 2006.
Indica V2 Xeta launched.
Passenger Vehicle sales in India cross one-million mark.
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Tata Motors and Marcopolo, Brazil, announce joint venture to manufacture fully built
buses and coaches for India and markets abroad.
Tata Motors first plant for small car to come up in West Bengal.
Tata Motors extends CNG options on its hatchback and estate range.
TDCV develops South Korea's first
LNG-Powered Tractor- Trailer.
Tata Motors and Fiat Group announce
three additional cooperation agreements.
Tata Motors introduces a new Indigo range.
2007
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Construction of Small Car plant at Singur, West Bengal, begins on January 21.
New 2007 Indica V2 range is launched.
Tata Motors launches the longwheel base Indigo XL, India's first stretch limousine.
Common rail diesel (DICOR) engine extended to Indigo sedan and estate range.
Tata Motors and Thonburi Automotive Assembly Plant Co. (Thonburi), announce
formation of a joint venture company in Thailand to manufacture, assemble and
market pickup trucks.
Roll out of 100,000th Ace.
Tata-Fiat plant at Ranjangaon inaugurated.
Launch of a new upgraded range of its entry level utility vehicle offering, the Tata
Spacio.
CRM-DMS initiative crosses the 1000th location milestone.
Launch of Magic, a comfortable, safe, four-wheeler public transportation mode,
developed on the Ace platform.
Launch of Winger, India’s only maxi-van.
Fiat Group and Tata Motors announce establishment of Joint Venture in India.
Launch of the Sumo Victa Turbo DI, the new upgraded range of its entry-level utility
vehicle, the Sumo Spacio.Tata Motors launches Indica V2 Turbo with dual
airbags and ABS.
Launch of new Safari DICOR 2.2 VTT range, powered by a new 2.2 L Direct
Injection Common Rail (DICOR) engine.Rollout of the one millionth passenger car
off the Indica platform.
2008

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
Ace plant at Pantnagar (Uttarakhand) begins production.
Indica Vista – the new generation Indica, is launched.
Tata Motors' new plant for Nano to come up in Gujarat.
Latest common rail diesel offering- the Indica V2 DICOR, launched.
Indigo CS (Compact Sedan), world’s first sub four-metre sedan, launched.
Launch of the new Sumo -- Sumo Grande, which combines the looks of an SUV with
the comforts of a family car.
Tata Motors unveils its People's Car, Nano, at the ninth Auto Expo.
Xenon, 1-tonne pick-up truck, launched in Thailand.

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



Tata Motors signs definitive agreement with Ford Motor
Company to purchase Jaguar and Land Rover.
Tata Motors completes acquisition of Jaguar Land Rover.
Tata Motors introduces new Super Milo range of buses.
Tata Motors is Official Vehicle Provider to Youth Baton
Relay for The III Commonwealth Youth Games Pune 2008.
Indica Vista – the second generation Indica, is launched.
Tata Motors launches passenger cars and the
new pick-up in D.R. Congo.
2009

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Tata Marcopolo Motors, Dharwad plant begins production.
Tata Motors launches Nano - The People's Car.
Introduction of New World standard truck range.
Launch of premium luxury vehicles - Jaguar XF, XFR and XKR and Land Rover
Discovery 3, Range Rover Sport and Range Rover from Jaguar and Land Rover in
India.
Tata Nano wins the Indian Car of the Year (ICOTY) Award.
Tata Motors launches the Sumo Grande MK II.
Tata Motors begins distribution of Prima World truck.
Tata Motors acquires remaining 79% in Hipo Carrocera.
Tata Motors launches the next generation all-new Manza.
FREELANDER 2 launched in India.
Tata Motors introduces the all new
Tata 407 Pickup, Tata Super Ace and Tata Ace EX.
First Jaguar Land Rover showroom opens in India.
Mr. Ravi Kant to become Non-executive Vice-Chairman of Tata Motors on
retirement, Mr.P.M. Telang to become Managing Director -India Operations.
Tata Nano draws over 2.03 lakh booking
2010
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Tata Ace becomes India's first 1-lakh brand in goods commercial vehicles.
Appointment of Mr. Carl-Peter Forster as Managing Director of Tata Motors.
Jaguar Land Rover announces opening of its Dealership in New Delhi.
Tata Motors to construct heavy truck plant in Myanmar under Government of India's
Line of Credit.
Tata Motors declared as the Commercial Vehicle Maker of the Year.
Tata Motors Passenger Car Division launches ‘Tata Motors Service Edge' for leading
edge customer service.
Tata Motors displays Tata Nano EV at the 80th Geneva Motor Show.
Chief Minister of Punjab inaugurates Tata Motors supported State Institute
of Automotive and Driving Skills.
Jaguar Land Rover announces Dr. Ralf Speth as Chief Executive Officer.
Tata Motors appoints Mr. Carl-Peter Forster as Group CEO. Tata Motors Group
displays the widest range of products and environment-friendly
technologies at Auto Expo 2010.
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Tata Motors launches Magic Iris.
On 26th April 2010, Tata Motors sold
its 4 millionth Commercial Vehicle.
2011
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Tata Motors unveils Assembly Plant in South Africa
Jaguar Land Rover inaugurates new vehicle assembly plant in Pune India
Jaguar celebrates 50 years of iconic E-Type
Jaguar c-x75 scoops Louis Vuitton award in Paris
Tata Pixel, new city car concept for Europe, displayed at the 81st Geneva Motor
Show
Range Rover Evoque wins Car Design of The Year
Tata Motors introduces the new Tata Indica eV2, the most fuel efficient car in India
with 25 kmpl mileage
Tata Motors launches the Tata Magic IRIS, a 3-4 seater 4-wheel passenger carrier for
public transportation
Tata Motors launches the Tata Ace Zip, a 600-kg micro truck for deep-penetration
goods movement
Jaguar Land Rover inaugurates new vehicle assembly plant in Pune India
Tata Nano begins international journey with Sri Lanka, as Tata Motors
celebrates 50th year of its
International Business
What Is A Brand?
The American Marketing Association defines a brand as a "Name, term, design, symbol, or
any other feature that identifies one seller's good or service as distinct from those of other
sellers." A brand can take many forms, including a name, sign, symbol, color combination or
slogan. For example, Coca Cola is the name of a brand make by a particular company. The
word branding began simply as a way to tell one person's cattle from another by means of a
hot iron stamp. The word brand has continued to evolve to encompass identity — it affects
the personality of a product, company or service. It is defined by a perception, good or bad,
that your customers or prospects have about you. In the automotive industry, the terms
marque or make are often used to denote a brand of motor vehicle.
Concepts
Brand is the personality that identifies a product, service or company (name, term, sign,
symbol, or design, or combination of them) and how it relates to key constituencies:
customers, staff, partners, investors etc.
Some people distinguish the psychological aspect, brand associations like thoughts, feelings,
perceptions, images, experiences, beliefs, attitudes, and so on that become linked to the
brand, of a brand from the experiential aspect.
The experiential aspect consists of the sum of all points of contact with the brand and is
known as the brand experience. The brand experience is a brand's action perceived by a
person. The psychological aspect, sometimes referred to as the brand image, is a symbolic
construct created within the minds of people, consisting of all the information and
expectations associated with a product, service or the company(ies) providing them.
People engaged in branding seek to develop or align the expectations behind the brand
experience, creating the impression that a brand associated with a product or service has
certain qualities or characteristics that make it special or unique. A brand is therefore one of
the most valuable elements in an advertising theme, as it demonstrates what the brand owner
is able to offer in the marketplace. The art of creating and maintaining a brand is called brand
management. Orientation of the whole organization towards its brand is called brand
orientation. The brand orientation is developed in responsiveness to market intelligence.
Careful brand management seeks to make the product or services relevant to the target
audience. Brands should be seen as more than the difference between the actual cost of a
product and its selling price - they represent the sum of all valuable qualities of a product to
the consumer.
A brand which is widely known in the marketplace acquires brand recognition. When brand
recognition builds up to a point where a brand enjoys a critical mass of positive sentiment in
the marketplace, it is said to have achieved brand franchise. Brand recognition is most
successful when people can state a brand without being explicitly exposed to the company's
name, but rather through visual signifiers like logos, slogan's, and colors. For example,
Disney has been successful at branding with their particular script font (originally created for
Walt Disney's "signature" logo), which it used in the logo for go.com.
Consumers may look on branding as an aspect of products or services, as it often serves to
denote a certain attractive quality or characteristic (see also brand promise). From the
perspective of brand owners, branded products or services also command higher prices.
Where two products resemble each other, but one of the products has no associated branding
(such as a generic, store-branded product), people may often select the more expensive
branded product on the basis of the quality of the brand or the reputation of the brand owner.
Brand awareness
Brand awareness refers to customers' ability to recall and recognize the brand under different
conditions and link to the brand name, logo, jingles and so on to certain associations in
memory. It consists of both brand recognition and brand recall. It helps the customers to
understand to which product or service category the particular brand belongs and what
products and services are sold under the brand name. It also ensures that customers know
which of their needs are satisfied by the brand through its products (Keller). Brand awareness
is of critical importance since customers will not consider your brand if they are not aware of
it.
There are various levels of brand awareness that require different levels and combinations of
brand recognition and recall. Top-of-Mind is the goal of most companies. Top-of-Mind
Awareness occurs when your brand is what pops into a consumers mind when asked to name
brands in a product category. For example, when someone is asked to name a type of facial
tissue, the common answer is “Kleenex,” which is a top-of-mind brand. Aided Awareness
occurs when a consumer is shown or read a list of brands, and expresses familiarity with your
brand only after they hear or see it as a type of memory aide. Strategic Awareness occurs
when your brand is not only top-of-mind to consumers, but also has distinctive qualities that
stick out to consumers as making it better than the other brands in your market. The
distinctions that set your product apart from the competition is also known as the Unique
Selling Point or USP.
What is Branding?
There are many different definitions of a brand, the most effective description however, is
that a brand is a name or symbol that is commonly known to identify a company or it’s
products and separate them from the competition.
A well-known brand is generally regarded as one that people will recognise, often even if
they do not know about the company or its products/services. These are usually the
businesses name or the name of a product, although it can also include the name of a feature
or style of a product.
The overall ‘branding’ of a company or product can also stretch to a logo, symbol, or even
design features (e.g. Regularly used colours or layouts, such as red and white for Coca Cola.)
that identify the company or its products/services.
TATA – THE GRAND BRAND
Tata now 41st most valuable brand in the world
New Delhi: Salt-to-software conglomerate Tata is standing taller even in the midst of global
economic turbulence with an enhanced brand value. After breaking into the top 50 Brand
Finance Global 500 rankings in January 2011 at 50th spot with a brand value of $15.08
billion, Tata climbed up to 41st position in a revised list of Top 50 Most Valuable Global
Brands in September with a new brand value of $15.75 billion. This is an impressive
appreciation of 113.4% from rank 103 at $7.38 billion in 2007. The list was updated in wake
of an impending global slowdown and was shared exclusively with FE in India.
Tata’s corporate brand value was heightened
by the key businesses of the group, which
includes Tata Motors with a combined brand
value of Jaguar and Land Rover, Tata Motors
India, other JVs and subsidiaries that was
enhanced by the historic turnaround of JLR;
Tata Steel with Tata Steel and Tata Steel
Europe through a customer-led business model; and Tata Consultancy Services holding on to
the position of Asia’s largest software company.
In the global scenario, technology and electronics brands are prospering, with Google, Apple
and Microsoft taking the top three positions. The ‘Do-No-Evil’ company, Google, retained its
numero uno position with a brand value of $44.28 billion. But the expected gainer was
‘Think Different’ company Apple, which displaced Microsoft from the number two position.
Apple clocked a brand value of $39.3 billion in September 2011, compared with $29.54
billion in January 2011—a substantial jump from eighth to second spot, registering a 33%
hike in brand value. This makes it a more valuable brand than Microsoft for the first time.
'Brand Tata promises trust and dependability
There are fundamentals in managing a brand. Having a strong belief in a set of values, which
goes beyond pure economic desires and targets... It has to be lived by people who deliver that
promise, almost intuitively.
Companies that put short-term economic interest behind (and, instead) deliver on the brand
promise and value have done better. Tata has a set of values that, if push comes to shove, are
more important than short-term economic gain. Customers see and intuitively capture that
and are attracted by that. Customers are not attracted by pure financial or economic desire.
Ultimately you have to be commercially astute and ambitious, but if that is your primary
driver, customers are not attracted to that proposition. This specific element of putting longterm brand values before short-term interest is important. The more you do that, the stronger
a brand develops.
The Tata brand promise of trust and dependability and looking after people is very strong.
The second element is seeking to give new solutions to customers. There is a `curious spirit'
of driving into new areas such as the Ace.
The value proposition of the other two brands — Jaguar and Land Rover — is very different,
but the same basic principles hold true. Land Rover is a better understood, somewhat a
stronger brand, delivering a unique set of values. It gives people the feeling that when you
drive this car nothing can happen. Some refer to it as a fortress on wheels...a car that gives a
feeling of safety and security. These brand values perfectly fit with the Tatas.
Winning hearts and minds
The latest edition of a long-running research survey shows the Tata brand
stretching its lead over the competition, and love and empathy — alien
entries in the traditional lexicon of business — have played a big part in
why that has come to be
There are companies and brands that are respected, and there are those that are respected and
feared. What about a corporate mother brand that is respected and loved? It takes a rare breed
to secure such a remarkable advantage, and getting to this happy perch may have a lot to do
with practising, and living by, a capitalism of caring. That’s the message borne by the latest
edition of a long-running research survey that shows the Tata brand soaring past a clutch of
peer competitors, reaching new highs on previously under-performing benchmarks, and
winning hearts and minds across urban and small-town India.
The findings of this research, which started in December 2000 and whose latest round was
completed in July 2010, appear to confirm the hypothesis articulated in the book, Firms of
Endearment: How World Class Companies Profit from Passion and Purpose, which argued
for a new kind of capitalism where companies are not agents for shareholders but, rather,
advocates of the greater good. That translates into enterprises wearing their beliefs on their
sleeves, creating and nourishing brands that are loved as much as respected.
By that measure, and from what the brand track exercise reveals, Tata has been doing its bit
and then some to “create emotional value, experiential value, social value and, of course,
financial value”. It may seem easy but doing the right thing, as the world around us shows us
all too frequently, is as uncommon — and as uplifting, if and when we find it — as the
comfort of strangers.
There’s nothing strange, though, about why the 6,533 people from 17 cities and 12 small
towns covered by the brand track research perceived Tata as special enough to place in a
different plane. The research survey evaluates the Tata brand and compares it with six chosen
peers through two broad measurement criteria: relevance or respect, and affinity or love. The
relevance part is essentially about the brand’s rational appeal and the respect that it
commands. Affinity translates into the emotional connect — you could also call it bonding —
that people have with the brand. Besides these two factors, the survey also tracks how the
Tata brand is perceived on three personality attributes: as a mentor, a winner and as a fighter.
What the survey does is measure the perceptions of the Tata brand, not as many but as one.
What it also does is turn a lot of accepted wisdom on its head. “People sometimes say the
Tatas are not dynamic, but the survey reveals that we are seen as winners and fighters, “Then
there is this view that the Tatas are nice fellows; you can punch them around a bit, they are
not street smart and they don’t have the killer instinct. What we find is that we are now seen
as fighters.”
Giving back to the people and communities that are its lifeblood is what makes the Tata
group, and by extension its brands, distinctive in its approach to business and singular in its
interactions. Align that advantage with a combative attitude and it creates a potent force.
Vishikh Talwar, member, management board, GfK Mode, the agency that conducted the
survey, says the July 2010 results are an eye-opener in many ways. “The power grid, with the
affinity and relevance axes, clearly establishes that Tata is head and shoulders above the
competition; everybody else is lagging behind,” he explains. “But it is the winner-mentorfighter tracking over a period of time that is especially revelatory. In the early days of the
brand track study, Tata scored high on the mentor factor. Slowly it started acquiring the
winner tag and, lately, we have it being seen as a fighter as well.”
The fighter bit is significant, because it means that Tata doesn’t give up. “The reasons for this
could be the acquisitions the group has made, the home-ground activities involving the brand
and, significantly, standing up for what is right rather than being just goody-goody.”
The Tata brand is so strong and pervasive that sometimes misconceptions can blight it, as
happened when many respondents negatively associated the group with the issue of
Nandigram, where no Tata operation or initiative was ever envisaged, let alone carried out.
“The message for Tata insiders is that you have to be extra careful about nurturing the brand,
because you have situations where your name is besmirched for no fault of yours.”
There are other downsides to being a large and prominent brand, not to mention a venerable
one. “Tata is still not seen as a young brand and that is a dilemma.
“The Tata brand is about 140 years old; consider that in the context of the average life of a
Fortune 500 company being 35 years. The challenge, then, is to present ourselves as a
youthful brand while being as old as we are.”
The specific youth-centred brand-building initiatives that encompass the Tata group as a
whole are the Tata Building India essay competition, the Tata Crucible quiz, the Tata Jagriti
Yatra and the Tata International Social Entrepreneurship Scheme. These are aimed at
providing the world at large, and young people in particular, with an understanding of the
Tata ethos, its culture and traditions.
The Tata Building India essay competition, which is for school children, has as its motif the
message of nation-building and the role played by the Tata group in the industrialisation of
India. The Tata Jagriti Yatra, a voyage by train that criss-crosses the country, seeks to
motivate young people to reach out to the far-flung communities of India through what is
known as social entrepreneurship. The Tata Crucible quiz takes business as its subject matter
and attracts a wide spectrum of mostly young professionals, while the Tata International
Social Entrepreneurship Scheme enables students from foreign universities to get a first-hand
feel of the many corporate sustainability endeavours of Tata companies in India.
There are other challenges that confront the Tata brand as it continues down an evolutionary
path where it has to, more often than not, make its own road. “Practices and habits tend to
deteriorate,” “In physics this is called entropy and it catches up with every organisation. To
my mind, the question is not so much what we are doing to boost the Tata brand as it is about
what we can do to prevent it from falling victim to this natural state of disorder.”
“These have to, necessarily, be short-term because a good person has to be a good person on
an everyday basis; it has to be ingrained in you. It’s like losing weight: you have to get to a
target that’s right for you and work all the time at staying there. Think of it as a clothes closet;
it will start looking disorganised and messy soon enough if you aren’t diligent about keeping
it neat.”
A different kind of challenge relates to the truest ambassadors of the Tata group, the people
who work for the multitude of Tata enterprises. “What we have been able to put in place is a
conducive workplace and that’s how it ought to remain.” “Employees can be highmaintenance or low-maintenance. The best companies are run on people who are happy to do
their day’s job and take their promotions when they come, instead of getting their intestines in
a twist about moving ahead.”
There is the aforementioned affection equation at work with employees too, and other spheres
as well, some of which can be measured and others that the most comprehensive of research
efforts may miss.
That should work out just fine for the Tata brand.
RESEARCH METHODOLOGY
Survey done on consumers on a one to one basis via a questionnaire by taking a sample
size on the basis of demographic segmentation.
SAMPLE SIZE: Consumers: 20 based on convenient simple random sampling.
Objective
To assess the equity, strength and standing of the Tata brand in relation to competition — in
this case, six leading Indian corporate brands — over a period of time.
RESEARCH METHODOLOGY
Research in common parlance refers to a search for knowledge. One can also define research
as a scientific and systematic search for pertinent information on a specific topic. It is the
pursuit of truth with the help of the study, observation, comparison and experiment.
RESEARCH DESIGN
Research design is actually the blue print of the research projec
t a n d w h e n implemented must bring out the information required
for solving the identified problems. The research design depends upon the depth
and extent of data required the cost and benefits of research, the urgency of work
and the time available for completing it. The research indicates the method of
research (i.e. sampling etc)only.
Research design is mainly of three types:i.
Exploratory Research.
ii.
Descriptive Research.
iii.
Experimental Research.
SAMPLE SIZE AND CLUSTER SAMPLING
Sampling may be defined as the selection of an aggregate or totality on the basis of which a
judgment
or
inference
about
the
aggregate
or
totality
is
made.
In
otherw o r d s i t i s t h e p r o c e s s o f o b t a i n i n g i n f o r m a t i o n a b o u t a n e n t i r e p o
p u l a t i o n b y examining only a part of it. In most of the research work and
surveys,
The
usual
ap p r o a c h h a p p e n s t o b e t o m a k e g e n e r a l i z a t i o n o r t o d r a w i n f e r e n c e b a s
e d o n samples about the parameters of population from which the samples are taken.
Theresearcher quite often selects only a few items from the universe for his
studypurposes. All this is done on the assumption that the sample data will
enable toestimate the population parameters. The items so selected constitute
what is atechnically called a sample, their selection process or technique is
called sampledesign and survey conducted on the basis of sample is described as sample
survey.Sample should be truly representative of population characteristics without any biasso
that it may result in valid and reliable conclusions.
Need for Sampling:
Sampling is used in practical for a variety of reasons such as:
1.Sampling can save time and money. A sample study is u
s u a l l y l e s s expensive than a census study and produce result at relatively faster speed.
2. Sample may enable more accurate measurements for a sample study
i s generally conducted by trained and experienced investigators.
3.Sample remains the only way when population
c o n t a i n s i n f i n i t e l y m a n y members.
4.Sample remains the only choice when a test involved the destruction on the
item under study.
5.Sample usually enables to estimate the sampling error and thus assists in
obtaining information concerning some characteristics on the population.
Data collection Method
Data collection is an elaborate process in which the researcher makes a planned
search for relevant data. Data can be classified as primary and secondary data.
Primary Data
Primary data is a data gathered for the first time by the researcher.
Collection of primary data task is demanding and requires a lot
o f t e c h n i c a l expertise. Primary data can be collected in marketing by three basic
methods
Survey Method

Observation Method

Experimental Method S u r v e y i s t h e m o s t c o m m o n l y u s e d m e t h o d
o f p r i m a r y d a t a c o l l e c t i o n i n t h e marketing research. Various kinds of
survey techniques are. A P e r s o n a l i n t e r v i e w . T e l e p h o n e S u r v e y .
M a i l S u r v e y The instrument used in personnel interview is questionnaire.
Secondary data
Secondary data means data that are already refer to the data which have already
collected and analyses by someone else. When the researcher utilizes secondary
data that he had to look into various sources from where he can obtain them. In this case he
is certainly not confronted with the problems that are usually associated with
collection of original data.
• Various books, magazines and news papers.
• Reporters and publication of various businesses.
• Reports prepared by research scholar and in different fields.
• Records and statistics data. The following characteristics must be possessed:
1. Reliability of data
2. Suitability of data
3. Adequacy of data
Data Analysis And Interpretation
Results Of latest Survey Conducted By Research Agency :
The two juxtaposed graphs show the overall position secured by Tata in the metros
segment in the latest brand track exercise, conducted in July 2010, and its position in
February 2008.
-----------------------------------------------------------------------------------------
The two juxtaposed graphs show the overall position secured by Tata in the small-town
segment in the latest brand track exercise, conducted in July 2010, and its position in
February 2008.
----------------------------------------------------------------------------------------
Measurement Parameters
There are two broad measurement factors through which the Tata brand is measured and
compared with its six chosen peers. The first is relevance, which is essentially about the
brand’s rational appeal and the respect that it commands. The relevance component is tracked
under eight parameters: vision and focus; dynamism and innovation; financial soundness;
diversification and spread of businesses; employee focus and engagement; quality
consciousness and responsiveness to customers; reputation and renown; and ethical and
social responsibility.
The second factor, just as important, is affinity and this translates into the emotional connect
— you could also call it bonding, even love — that people have with the brand. Affinity
seeks to capture awareness of the brand among respondents, preference for the brand, and the
propensity of people to recommend the brand.
Besides the affinity and relevance factors, the research survey also tracks how the Tata brand
is perceived on three personality attributes: as a mentor, as a winner and as a fighter. Mentor
here means cultured, patriotic, generous and friendly; winner represents achievements,
ambitions, adventurousness, energy and wisdom; and fighter incorporates youth, athleticism,
street smartness, modernity and savvy.
------------------------------------------------------------------------------------------------
------------------------------------------------------------------------------------------------
Summary of latest survey
The survey sees plenty of confluence in the perception and views of urban and small-town
respondents, though there are some departures in terms of outlook. Here are some key
findings.

The metros component shows Tata as the sole occupant of the leadership quadrant,
well ahead of the competition.

Since 2008, the overall trend for the Tata brand has been one of consolidation among
all respondents and across every category.

The lead the Tata brand enjoys over the competition in terms of image shows its
healthiness quotient and consistent improvement.

Spontaneous awareness among respondents was highest for Tata Motors, followed by
Tata Steel. Positive impressions have improved over time for Tata Motors, Tata
Teleservices, Tata Sky and Indian Hotels.

In the small-town segment, the Tata brand was again the sole occupant of the
leadership quadrant.

In terms of brand perception, Tata led on all factors relating to brand image and brand
personality.

Here, once again, there was a high recall of the Tata Nano and Mr Tata.

Spontaneous awareness was highest for Tata Motors, followed by Tata Tea. Positive
impressions have improved for Tata Motors and Tata Sky.
(Source – www.tata.com)
FINDINGS
Q1. What is the image of Tata’s product in your mind?
Poll result
12
10
8
6
Poll result
4
2
0
Satisfactory
Average
Below Expectations
Excellent
The above data depicts that Tata products have an excellent image in consumers mind.Most
of the consumers have a positive response towards products of Tata group.
Q2. Can you identify the logo?
The following data shows that most of the people are aware of Tata’s logo which means that
the group has captured a major part of Indian market. It also depicts company’s presence in
Indian market as well as company’s efficient marketing techniques.
Response
Yes
No
Q3. Do you trust in Tata’s products?
Response
14
12
10
8
Response
6
4
2
0
Yes
No
Can't Say
The above data represents that Tata brand promise of trust and dependability and looking
after people is very strong. Tata has an edge over other brands. Tata has earned consumers
trust and belief through its quality level.
Q4. Would you have bought the product if it was manufactured independently with no
connection with the company group?
The following graph depicts that consumer believe in brands. Most of the consumers believed
that a product that includes a brand name are more safe and secured to use. Thus a brand
name like Tata has a distinguished presence in consumers mind
Response
16
14
12
10
8
6
4
2
0
Response
Yes
No
May Be
Q5. Do you trust Tata’s product bought from local stores?
Response
20
15
10
Response
5
0
Yes
No
This highlights the fact that majority of consumers believe that tata products are of same
quality level whether bought from local stores or authorised dealers. This shows Tata’s
presence in Indian market. The Tata brand promise of trust and dependability and looking
after people is very strong.
Q6. Rate the appearance of the product. 1 = least appealing, 5 = most appealing
Response
10
8
6
Response
4
2
0
1
2
3
4
5
Tata’s brand image is good in Indian market. Most of the consumers gave it ratings above 3.
Q7. Rate the quality of Tata’s product. 1= of least quality, 5 = of highest quality
Response
10
8
6
Response
4
2
0
1
2
3
4
5
This shows Tata group has maintained the quality level at an acceptable level.Tata group
never compromises on quality levels of any of its products.
Q8. Are you willing to spend premium price for products of reputed companies?
Response
18
16
14
12
10
Response
8
6
4
2
0
Yes
No
This depicts that Indian consumers believe in brand and are willing to spend premium price
to purchase products of reputed brands rather than going for cheap non branded products.
Suggestions

Tata group has earned a good name in Indian market as well as in markets overseas.
All they need now is to maintain the goodwill and the prestige they have earned.

Globalisation has resulted in more and more international players invading Indian
market. Thus Tata need to look forward in developing distinguished marketing
strategies to have an advantage over the new players in domestic market.

Tata need to bring changes in its product labelling and appearance to gain more and
more consumers.

Need to focus in media planning

Should avoid involvement in illegal practices as in 2G spectrum auction. This stains
the groups image in domestic as well as international market.
Limitations

The size of sample was very small.

Some information may vary for different people.

Respondents might have given biased answers.

Small sample size did not cover all age groups.

Time constraint.

The figures of result and analysis are approximate.
The figures of result and analysis are approximate
Annexure
Name:
Address:
____________________
____________________
Phone Number: ____________________
Email id:
____________________
Q1. What is the image of Tata’s product in your mind?
a) Satisfactory
b) Average
c) Below Expectations
d) Excellent
Q2. Can you identify the logo?
a) Yes
b) No
Q3. Do you trust in Tata’s products?
a) Yes
b) No
c) Can’t say
Q4. Would you have bought the product if it was manufactured independently with no
connection with the company group?
a) Yes
b) No
c) May be
d) Can’t say
Q5. Can you list down some of Tata’s other brands belonging to the company?
_______________________________________________________________
Q6. Do you trust Tata’s product bought from local stores?
a) Yes
b) No
Q7. From where do you prefer buying Tata’s products?
a) Company stores
b) Local shops
c) Salespersons
d) Online
e) Other __________________________________________________
Q8. Rate the appearance of the product. 1 = least appealing, 5 = most appealing
a) 1
b) 2
c) 3
d) 4
e) 5
Q9. Rate the quality of Tata’s product. 1= of least quality, 5 = of highest quality
a) 1
b) 2
c) 3
d) 4
e) 5
Q10. Are you willing to spend premium price for products of reputed companies?
a) Yes
b) No
Bibliography
Websites

www.tata.com

www.tatamotors.com

www.wikipedia.com

www.financialexpress.com

www.managementparadise.com

www.google.com

www.scribd.com

www.docstoc.com
Books Referred

Tata – The Evolution Of A Corporate Brand