A study on the sales and marketing challenges with reference to KBS Tata Motors
A PROJECT REPORT ON A PROJECT REPORT ON
“A study on the sales and marketing challenges with reference to KBS Tata Motors”
5 9 SUBMITED BY: Priya Upadhyay Sangeeta Rajbonshi Neha Gupta Beronica pariat
A report submitted in partial fulfilment Of the requirement of The BBA Program (The Class of 2011-2014) ICFAI University Meghalaya
DECLARATION
BBA SEMSESTER IV
SUMMER PROJECT 2 We hereby declare that the Project Work entitled
“A study on the sales and marketing challenges with reference to KBS Tata Motors”
Submitted to the ICFAI University Meghalaya, Shillong campus, in partial fulfilment of the requirements for the award of the
BBA Program is our original work and has not been submitted elsewhere.
PRIYA UPADHYAY {151110920070}
SANGEETA RAJBONSHI {151110920072}
5 9 NEHA GUPTA {151110920067}
BERONICA PARIAT {151110920039}
Students of BBA Semester IV The class of 2011-14 The ICFAI University Meghalaya Shillong
BBA SEMSESTER IV
SUMMER PROJECT 2 TABLE OF CONTENTS
5 Terms of Reference 6 Preface 7 Acknowledgment 8 Executive Summary 1 Introduction 9 Study Area 10
Statement of the problem 10 Objectives 11
Limitations of the study 11
5 9 Methodology 12 Sources of data 12 2 Company profile 13 Tata motors (group profile) 14 KBS Tata motors 15
Team work in KBS motors 16
3- types of forms 17
Tata cars in India 18
3 Main element in a car 19 Chassis 20 Engine 23 Steering 25 4 Sales 27
Tata product knowledge 33
Process of sales 37
Promotion
BBA SEMSESTER IV
SUMMER PROJECT 2 5 Marketing challenges as a new 40 dealer Competition 41
Challenges 41
6 KBS Motors finance and insurance 42
7 Service of KBS motors 45
8 Pixel 47
9 Manufacturing of Tata vehicle 52 10 Subsidiaries 57
11 Tata & Jaguar & Land Rover 59
5 12 Approach 9 62
13 Resource sustainability 65
14 Policies 67
15 Milestones 2013 69 16 SWOT analysis 71 17 Analysis and interpretation 74 18 Findings & recommendations 87
19 Conclusion 90 20 Annexure1- project proposal 92
21 Annexure2- structured schedule 95 22 Bibliography 98
BBA SEMSESTER IV
SUMMER PROJECT 2
Terms of Reference
In accordance with the instructions of ICFAI University Meghalaya, to prepare a Summer Project for the partial fulfilment of the BBA Programme, a Project on “A study on the sales and marketing challenges with reference to KBS Tata Motors” is
5 completed. 9 The Project is based on the results of a wide survey conducted through Structured Schedule or Personal Interview, taking Sample of One Hundred (100) Consumers of TATA cars.
PRIYA UPADHYAY NEHA GUPTA SANGEETA RAJBONGSHI BERONICA PARIAT
BBA SEMSESTER IV
SUMMER PROJECT 2 PREFACE
This project has been created to understand “the sales and marketing challenges with reference to KBS Tata Motors”.
During the project a market research was done to analyse the present marketing challenges faced by KBS Motors and also to know in detail about sales. With the help of KBS Tata Motors showroom situated in Mawblei we have tried our level best to achieve our goals. The Company guide Ms. Annynette Lyngdoh helped us and guided us throughout the project. A similar kind of help was given to us by the Sales Managers and Team Leaders we were assigned to. Their suggestions and guidance enabled us the opportunity to interact with customers in the city and helped make our study a successful and a better project. They took us along with them on any event that was organised in the city and this gave us the opportunity to get to know the customer’s preferences in different areas and perspective 5 depending on their background, income capacity and choice of vehicle. 9
During the project we tried to gather the information from different sources. We took most of the information from the Training Manager, Sales Manager, Team leaders and the customers who visited the events. The rest of the information was collected from TATA Motors website. We tried our best to give important information about the sales aspect of KBS Tata Motors. Through this project we hope to shed some light on the marketing challenges that the company is facing and also strategies they are following in order to keep its standards above all the other companies providing the best service in town. The information shared in this project aims and hopes to be useful for future reference for both KBS Motors and us. This project was compiled, edited and prepared in about 2months. The time period given to us was strictly followed and managed.
This project is prepared for the sole purpose of learning and gaining more knowledge and giving us our first glimpse into the management world.
BBA SEMSESTER IV
SUMMER PROJECT 2 ACKNOWLEDGEMENT
We have taken efforts in this project. However, it would not have been possible without the kind support and help of many individuals and organizations. We would like to extend our sincere thanks to all of them. It has been great honour and privilege to undergo training at KBS Tata Motors. We are very much thankful to the company for providing all facilities and support to meet our project requirements. We acknowledge with deep gratitude the guidance and help provided to us by our reverend faculty guide Madam Lupa for the valuable inputs, guidance, advice and technical support throughout the development of my project. We would like to take opportunity to express our humble gratitude to the training manager Ms. Annynette Lyngdoh whom we executed this project. Her constant guidance and willingness to share her vast knowledge made us understand this project 5 9 and its manifestations in great depths and helped us to complete the assigned tasks. We are highly thankful to our different sales managers and team leaders we were assigned to whose invaluable guidance helped us understand the project better. We would like to extend our gratitude to the GM Mr. Suraj Gajemer and HR ______of KBS Tata Motors who has given us the opportunity to work in the showroom. We would also like to take opportunity to extend our heartiest gratitude to the MD Mr. KitBok Sympli for allowing us to work in the company. We would like to express our special gratitude and thanks to company persons for giving us such attention and time. I do also acknowledge with sincere gratitude the guidance of our Deputy Registrar Dr. Alicia Gatphoh without whose inspiration and guidance this project was not possible to complete. Our acknowledgement is also due to our parents who helped us in searching materials on websites for this project work and in making it presentable. We would also like to express our sincere thanks to our classmates and group members without whose support; this project would not have been successful. Last but not the least; we would like to extend our heartiest gratitude to all those who gave their utmost cooperation during the development of our project. Although there may be many who remain unacknowledged in this humble note of gratitude there are none who remain unappreciated.
BBA SEMSESTER IV
SUMMER PROJECT 2 5 9
BBA SEMSESTER IV
SUMMER PROJECT 2 SUMMARY
In this Project we have provided various kinds of information facts and figures about KBS Tata Motors. We have given information about the history of TATA MOTORS, KBS MOTORS. We gave some information about the various networks of Tata, also discussing about the sales and profits earned by the company, various models of Tata launched in India and the models presently being sold at KBS motors. We have also tried to highlight the marketing challenges faced by the company. SWOT on the KBS MOTORS showroom is also provided in order to clearly give a view about the company and shows and creates an immediate image of the company. We discussed about the sales and the different strategies followed by the company in order to be superior when compared to the other showrooms in the town. We also tried to find out the collective workings of the employees of the organization and the way the employees are working as a team complementing each other with skills, efficiency and effectiveness. We tried to find out the insecurity and5 unease that 9 may arise in the minds of the customers after buying a car from TATA and a question which may arise in the minds of the customers that, Was the deal of buying a car from TATA worth the amount the customers paid? We prepared a questionnaire for the TATA customers with a sample size of hundred questionnaires for the customers who already own a TATA car in the Shillong city. We tried to cover up all the necessary aspects related to the showroom and tried to explain all the necessary things which came up from the data collected through the questionnaires. We have worked as sales personnel’s in the showroom and had a great experience of actual work done in an automobile company. In this project we tried to find out how the sales in a company is carried out and also to know the marketing challenges it faced in order to survive the competition in the city. We have also done a brief study on NANO as it is presently the cheapest car and affordable by a middle class family. We have also mentioned about the different steps taken by TATA for resource sustainability and the milestone it has achieved. We have also tried to cover the services provided by KBS Motors.
BBA SEMSESTER IV
SUMMER PROJECT 2 Chapter-1
INTRODUCTION
5 9
BBA SEMSESTER IV
SUMMER PROJECT 2 STUDYAREA
We are doing this study on the sales and marketing challenges with reference to KBS motors situated in the Mawblei area of Shillong on the NH 44. This project contains some market surveys and researches based on the information provided by the KBS motors showroom and customers who own a TATA vehicle. As our study is based on the facts and figures provided by the KBS Motors showroom and the customers in Shillong, hence, we expect the results of the data to be helpful only in the city of Shillong for any further studies. KBS Motors is a newly opened automobile showroom dealing with Tata vehicles.
5 9 The present research was undertaken to study in detail about sales of the company and the marketing challenges it is facing in order to survive the competition. The research has also been done in order to have a look upon the working of the company in the market. The primary data was collected with the help of structured, non-disguised questionnaires, from a sample size of around 50 customers of Tata cars.
STATEMENT OF THE PROBLEM
We are doing this study for the purpose of learning about the work which is done in the KBS Motors and the way they deal with the customers. We are also doing this project as our summer internship project. The topic of our project is the sales and marketing challenges with reference to KBS Tata Motors. We are doing this project for the reason that Tata Motors owes its leading position in the Indian automobile industry to its strong focus on indigenisation. This focus has driven the Company to set up world-class manufacturing units with state-of-the-art technology. Every stage of product evolution-design, development, manufacturing, assembly and quality control, is carried out meticulously. Also it is the first Indian automobile company in India. The company has a
BBA SEMSESTER IV
SUMMER PROJECT 2 greater scope to build itself to the extent that may make the company the biggest automobile company in India competing with all other popular automobile brands in India.
RESEARCH OBJECTIVE
To study the factors influencing the customers to purchase a Tata car. To study the needs of the customers at the place of purchase. To study the price, quality and services rendered by the KBS Motors. To study in detail the sales of the showroom. To understand the marketing challenges faced by the showroom. To study the various marketing strategies adopted by the showroom. To study the most important areas that requires immediate improvements. LIMITATIONS OF THE STUDY
Study is restricted to just one showroom.
5 9
Our study is restricted to just one showroom i.e. KBS motors. Hence, the findings may not be applicable to the other parts of the country. Sample size is relatively small The sample size is relatively small and is drawn from a specific geographical region. We have determined only 50 customers’ opinion about Tata cars. Lack of proper knowledge to fill up the questionnaires Due to the partial knowledge of the customers’ about the showroom, they could not fill out questionnaires correctly. Data collected for a particular period The data was collected only for the month of June 2013 to July 2013. Hence we could determine the information only for this particular period. Number of respondents restricted to 100
BBA SEMSESTER IV
SUMMER PROJECT 2 In order to complete the study within the time frame, the number of respondents had been restricted to 50. We had limited time of 60 days and within 60 days we had to complete our project. Therefore we restricted the number of respondents.
METHODOLOGY
The nature of the project work has been descriptive as no hypothesis, is taken to be tested. Though the conclusions drawn could be taken as the hypothesis and further tested by the research work undertaken in the relevant field. The reason for choosing the descriptive research design is the fact the project report has been primarily based upon the secondary sources of data and whose authenticity could be assured of. The reluctance of the company's personnel in parting with much of information 5 9 led the project report to be based substantially on the secondary source of data.
Sources of data
The study is based on both primary and secondary data.
Primary source The primary data has been collected by a self-structured questionnaire through interview method.
Secondary source Secondary data has been collected from books, manuals, journals and internet. It has been tried that samples are selected to cover all classes of people and of different age groups as the sample size.
BBA SEMSESTER IV
SUMMER PROJECT 2 Chapter-2
COMPANY
5 9
PROFILE
BBA SEMSESTER IV
SUMMER PROJECT 2 5 9
BBA SEMSESTER IV
SUMMER PROJECT 2 TATA Motors
The Company was incorporated on 1st September, 1945 at Mumbai to manufacture diesel vehicles for commercial use, excavators, industrial shunter, dumpers, heavy forgings and machine tools. Tata Motors Limited is India's largest automobile company, with consolidated revenues of INR 1,88,818 crores (USD 34.7 billion) in 2012-13. It is the leader in commercial vehicles in each segment, and among the top in passenger vehicles with winning products in the compact, midsize car and utility vehicle segments. It is also the world's fourth largest truck and bus manufacturer. Tata Motors is also expanding its international footprint, established through exports since 1961. The company's5 commercial 9 and passenger vehicles are already being marketed in several countries in Europe, Africa, the Middle East, South East Asia, South Asia, South America, CIS and Russia. It has franchisee/joint venture assembly operations in Bangladesh, Ukraine, and Senegal. The foundation of the company's growth over the last 68 years is a deep understanding of economic stimuli and customer needs, and the ability to translate them into customer-desired offerings through leading edge R&D. It was Tata Motors, which launched the first indigenously developed Light Commercial Vehicle in 1986. In 2005, Tata Motors created a new segment by launching the Tata Ace, India's first indigenously developed mini-truck. In 2009, the company launched its globally benchmarked Prima range of trucks and in 2012 the Ultra range of international standard light commercial vehicles. In their power, speed, carrying capacity, operating economy and trims, they will introduce new benchmarks in India and match the best in the world in performance at a lower life-cycle cost.Tata Motors also introduced India's first Sports Utility Vehicle in 1991 and, in 1998, the Tata Indica, India's first fully indigenous passenger car. In January 2008, Tata Motors unveiled its People's Car, the Tata Nano. With the foundation of its rich heritage, Tata Motors today is etching a refulgent future. Mr Cyrus P. Mystry is the present CEO of TATA motors.
BBA SEMSESTER IV
SUMMER PROJECT 2 KBS Motors
KBS motors is a new dealership of Tata vehicles recently opened in Shillong. This showroom is conveniently located on National Highway 44 in Mawblei. It was inaugurated on 26 February 2013. The company mainly deals with passenger vehicles. The working hour is from 9 a.m-6pm. The strength of the company is 120 employees. The showroom operates from Monday to Saturday. The abbreviation KBS is the name of the proprietor of the company, Mr Kit Boklang Sympli. The prices of the vehicles are fixed by the Tata Company. However the original price fixed may differ with that of the prices of KBS Motors due to the additional expenses (e.g.
Transportation charges, government taxes, etc.) incurred for bringing 5 9 the vehicles to the dealership from various manufacturing plants located all over India. The main aim of KBS is not only to sell cars but also to maintain a good customer relationship. They not only look for customer satisfaction but also for customer delight. Cameras are installed in different corners of the showroom for safety and security. It also provides value added services like debit card/ credit card facility for payment options. Refreshments are provided to each and every customer who visits the showroom. KBS provides consumer schemes depending on the cars to all customers. Consumer schemes vary every month. They have financial tie ups with Mahindra finance, Tata Motors finance, State bank of India and almost all the Private Banks in Shillong for vehicle loan options. The company makes sure that all the spare parts are available in their service centre. The customers who buy any vehicle from KBS are provided with 4 free services and also they are informed with other additional services during the time of delivery which makes KBS different from other dealership in the city. They get warranty for 3 years or 1 lakh Km on vehicles like manza, safari, indigo, vista and 2 years warranty on sumos and 4 years or 60,000 warranty on nano.
BBA SEMSESTER IV
SUMMER PROJECT 2 Team work in KBS Motors
Team work is very important in every field for carrying out the work efficiently. The work load in KBS Motors is divided among four teams, namely –
1. Corporate team- the corporate is a combination of public, private, government, state, central, licensed companies. They take care of the corporate dealings. They take into account those dealings where the customer buys the vehicle on his company’s name. Mr Rohit Biswa is the Sales Manager of the corporate team. 2. Urban team- the urban team takes care of the dealings within the city. They take into account those dealings where the customer buys the vehicle on his name or on his friends, relatives. Mr Prashant Dey is the Sales Manager of the urban team. 3. Rural A- the rural team A covers the area in the West Khasi Hills and Ribhoi district. They take into account only those dealings where the customer belongs to these areas. Mr Imtiyaz is the Sales Manager of this team. 5 4. Rural B- the rural team B covers the area in the East Khasi Hills and9 Jaintia Hills. Mr. Sanju is the Sales Manager of this team.
Each team is to carry out its work in the specified area. They are given targets in every month. The teams organise events by going to their respective areas. During the events they make a canopy advertising the company and getting the customers at the same time. They explain the customers in detail about the vehicle and also answer to their queries. They identify the customers based on the 3 types of leads i.e. cold lead, warm lead, and hot lead. Cold lead refers to those leads or customers who are not at all interested or who are not sure regarding buying a vehicle. Warm leads are those leads who have an intention to buy but not within a month. Hot leads include customers who are very much interested in buying a vehicle and the time period to make a purchase is within a day, within a week or within a month.
BBA SEMSESTER IV
SUMMER PROJECT 2 Sales stages followed in KBS motors
There are three types of forms:
1. GREEN FORM- green form is a KYC (know your customer). The form is filled in order to know the customers. The customer is asked to provide his name, contact no. , address, age, the TATA vehicle in which the customer is interested in, source of contact( events, advertisement, telemarketing, etc.), exchange detail if any, next follow up date/appointment date, 2. PINK FORM- pink form is need analysis form. Pink form is filled when a customer asks for the price quotations, test drive. When a pink form is filled, it shows that the customer really wants to buy the vehicle. 3. YELLOW FORM OR ORDER AND BILLING FORM/ COMMITMENT FORM- this form is filled for booking the vehicle. After getting all his queries
cleared, the customer finally decides to buy the vehicle according5 to his 9 convenience.
Tata Cars in India
Today, Tata Motors are some of the most trusted offerings of the Indian auto-market while the brand itself ranks amongst the top four auto-marques, along with Maruti, Mahindra and Chevrolet, in the country. With its production base spread across the cities of Jamshedpur (Jharkhand), Pune (Maharashtra), Lucknow (Uttar Pradesh), Pantnagar (Uttarakhand), Dharwad (Karnataka) and Sanand (Gujarat) and its R&D centers located in Pune, Jamshedpur, Lucknow and Dharwad, Tata Motors, from its Mumbai headquarters, oversees operations throughout India. Assisting the auto-giant with these countrywide operations is its extensive dealership, sales, service and spare parts network, comprising of more than 250 dealerships and over 3500 touch points in not less than 195 Indian cities spanning 27 states and 4 Union Territories, which is the biggest network of its kind after those built by Maruti Suzuki and Hyundai.
BBA SEMSESTER IV
SUMMER PROJECT 2 Tata Models in India- Presently operating in about 26 countries across 4 continents of the world, Tata stands at the 18th position amongst the world's largest motor vehicle manufacturers. But, India, being the homeland of the auto-giant, offers it with the largest customer base of all and gets to enjoy the widest model range in return. Covering a number of different segments like those of compacts, midsize cars and utility vehicles, the current fleet of Tata cars in India has a pretty big lot of as many as 14 models to present to its customers. Models that are at present a part of this fleet are Tata Nano, Tata Indica V2, Tata Venture, Tata Indica Vista and Tata Indigo CS.
Tata Lowest Price Cars- The Indian auto-market is one of the most rapidly growing markets on the planet today, which has driven car-manufacturers from all over the world to try their luck here. But despite the Indian auto-industry being full of national and international brand names, very few marques are there that provide a range as varied and as smartly assorted as the one that has been put together by Tata Motors. From the mass-volume hatchback5 segment 9 to that of luxury SUVs, Tata cars encompass several different categories, and hence several different price brackets too. At present, the least expensive Tata Motors car is the Tata Nano, which comes tagged with an extremely affordable cost of ownership of just Rs 1, 53,766.
BBA SEMSESTER IV
SUMMER PROJECT 2 Chapter-3
5 Main 9 elements in a car
BBA SEMSESTER IV
SUMMER PROJECT 2 CHASSIS
BODY ON FRAME
What it is?
The body is made as a separate unit and then joined with ladder frame
What It Does?
It supports all the systems in a car such as the Engine, Transmission system, Steering system, Suspension system, etc. E.g. Tata Safari, Sumo Grande
Available on: Sumo Grande MkII, Safari 5 9 DIFFERENCES between Body on Frame and Monocoque
The benefit is higher load carrying capacity and strength Disadvantage is the body tends to vibrate easily and the overall vehicle handling and refinement is lower Used mostly for SUVs and bigger vehicles Advantage is less rattles and squeaks are developed. Handling is also better due to the higher body rigidity Only major drawback is the load carrying capacity is lower Used mostly in cars
MONOCOQUE
BBA SEMSESTER IV
SUMMER PROJECT 2 What it is?
The ladder frame is absent, the body itself is the frame
What it Does?
It supports all the systems in a car such as the Engine, Transmission system, Steering system, Suspension, system etc. e.g. Indica Vista, Indigo Manza, Nano.
BODY STYLES
1. HATCHBACK
Hatchback are vehicles with a separate engine area, and passenger area (or two boxes), the luggage area is enclosed
5 with the passenger area behind the rear seats. 9
Eg. Nano , Indica , Jazz , Punto
2. SEDAN/NOTHBACK
Sedan are basically vehicles with an engine area, passenger area , and boot area (i.e. Three box), all separate.
E.g. Indigo Manza, Swift Dezire
3. ESTATE/STATION WAGON
Estate or Station wagons are modified saloon vehicles are combining the boot with passenger area & extending it till the roof . The boot area is significantly larger and dose not have third row seating. This makes it convenient to carry big objects.
Eg. Indigo Marina, Octavia Combi
4. MPV/MUV
BBA SEMSESTER IV
SUMMER PROJECT 2 MPV (Multipurpose vehicles) or MUV (multi utility vehicles) can have the engine, passenger area & boot area enclosed together. Or they can have the engine area separate and the passenger and boot area enclosed. MUV/MUP can also have Third row of seating.
E.g. Ace Magic, Sumo Grande, Tavera, Innova
5 9
BBA SEMSESTER IV
SUMMER PROJECT 2 5. SPORTS UTILITY VEHICLE
These vehicles have larger tyre, higher ground clearance. The engine area is separated and passenger and boot area are enclosed together. These vehicles are either equipped with 4 wheels drive or has as an option of 4 wheel drive
E.g. Safari, Scorpio, Gypsy, Fortuner
6. PICK-UP TRUCK
These vehicle have larger tyres, higher seating, higher ground clearance. The engine area is separate and the passenger compartment available in single or double cap configurations. Also, luggage loading bay is available behind the passenger compartment. These vehicle are either equipped with four 5 wheel drive or has an option of 4 wheel drive 9
Eg. Xenon, Scorpio Getaway
7. VAN
The engine is placed below the passenger area. Vans can also have Third row of seating. They are also taller and generally more spacious
Eg.Winger Ace Magic Omni
8. CROSS-OVER
What it is?
Cross-over is a vehicle that combines features of a traditional sport utility vehicle (SUV) with features from a passenger vehicle, especially those of a station wagon or hatchback.
BBA SEMSESTER IV
SUMMER PROJECT 2 ENGINE
ENGINE
What it is?
It basically is a device that produces Power.
What it is?
It burns the Air Fuel mixture to produce power which drives the wheels.
WORKING FOR AN ENGINE
INTAKE STROKE
Air-Fuel mixture is taken inside the cylinder.
5 9 COMPRESSION STROKE
The mixture is compressed.
EXPANSION/POWER STROKE
Due to compression, the mixture is Ignited or burnt to produce Power.
EXHAUST STROKE
The Waste gases are throw out or expelled in the form of Exhaust gases.
BBA SEMSESTER IV
SUMMER PROJECT 2 PETROL ENGINE CYCLE
STROKE 1 Air & fuel mixture enter cylinder.
STROKE 2 The mixture is then compressed.
STROKE 3 Spark plug then burns the mixture.
STROKE4 Burnt are expelled from the engine.
DIESEL ENGINE CYCLE
STROKE1 Only air enters cylinder.
STROKE2 The air is then compressed to high extent, raising temperature.
STROKE3 Diesel is then injected which then ignited due to high temperature.
5 9 STROKE4 Burnt gases are expelled from the engine.
ENGINE TECHNOLOGY
What it is?
Displacement is the total size of the engine. i.e. Volume x No. of cylinders. Usually mentioned in “CC”.
What it is?
BORE is the diameter of a cylinder measured in millimetres.
STROKE is the distance travelled by the piston from TDC to BDC measured in millimetres.
What it is?
Compression Ratio is the ratio between the volume of the volume of the cylinder & combustion chamber when the piston is at the bottom of its stroke, and the volume of the combustion chamber when the piston is at the top of the stroke.
BBA SEMSESTER IV
SUMMER PROJECT 2 STEERING SYSTEM
What it is?
Consist of a steering wheel which is connected to a steering mechanism
What it does?
Gives the driver directional control of the vehicle
TYPES
RACK& PINION
What it is?
A Rack & pinion is a pair of gears which converts the rotational motion of steering wheel into linear motion for the 5 wheels 9
What it does?
Gives the driver directional control of the vehicle. It is used mainly in cars, lighter vehicles
RE- CIRCULATING BALL & NUT SYSTEM
What it does?
A Re-circulating Ball & Nut system uses a gearbox to convert the rotational motion in order to steer the vehicle
What it does?
Give the driver directional control of the vehicle. Used in heavier vehicle like SUV’s, trucks etc.
POWER STEERING
What it is?
A pump or motor is used to provide for extra assistance while steering
What it does?
Helps reduce the effort applied by the driver while turning the car
BBA SEMSESTER IV
SUMMER PROJECT 2 TYPES
HYDRAULIC SYSTEM
WHAT IT IS?
A hydraulic pump driven by the assistance is used to provide for extra effort while steering
What it does?
Helps reduce the effort applied by the driver while turning the car. This system is used for bigger cars
5 ELECTRIC SYSTEM 9
What it is?
A Electric motor powered by the battery is used to provide for extra assistance while steering
What it does?
Helps reduce the effort applied by the driver while turning the car. This system is mainly used in smaller cars
BBA SEMSESTER IV
SUMMER PROJECT 2 Chapter-4
5 SALES 9
BBA SEMSESTER IV
SUMMER PROJECT 2 PRODUCTS AND ITS SPECIFICATIONS
NANO
Khushiyo ki chabhi
Dimensions 3099 mm (length)x 1495mm(width)x 1652mm (height)
Ground Clearance 180mm
5 Min.Turning circle 4m 9 radious Fuel tank capacity 15 litres
Kerb weight Std Cx Lx
600kg 615kg 635kg
Boot space Without rear seat folded With rear seat folded
80 litres 500 litres
Engine type 624 cc, 2 cylender, MPFI
Maximum power 35 PS@ 5250 rpm
Maximum torque 48 Nm @ 3000+ /-500
Top speed 105 kmph (limited)
Gradability 4 forward + 1 reverse
No. of gears Radial & tubeless
Tyre type Radial& tubeless
Tyre size Front 135/70 R12 Rear 155/65 R12
BBA SEMSESTER IV
SUMMER PROJECT 2 Manza- the club class sedan COLORS OPTIONS: Tyrian white Infinity black Laser red Castle red Jet silver Dew white
VARIANT LS LX VX EX EXL
ENGINE Q JET 90 SF 90
EMISSION BS4 BS4 NORMS
ENGINES Common Rail CR4 MPFi
Fuel type diesel Petrol
Emission Norms BS4 BS4 5 9 Displacement 1248 1368 (cc) Max. Power 90@4000 90@6000 (PS@RPM) Max. Torque 200Nm@1750-3000rpm 116Nm@4750 RPM
Radial tubeless Radial tubeless Tyre type/size 155/80 R13 155/80 R13 Kerb weight 1080 980
Gross Vehicle 1650-1660 1575-1595 Weight Transmission C549, 5+1 speed manual gearbox Suspension Front: Independent, Lower Wishbone, McPherson Strut with Coil spring Rear: semi-independent, twist beam with coil spring and hydraulic shock absorbers Steering Power assisted rack & pinion –hydraulic Turning radius 5.1 m Brakes Vacuum assisted independent dual circuit diagonal split. Hydraulic brakes Front: ventilated brakes Rear: drum brakes Wheels and Wheels: 5.5J x 15 Tyre: 185/60 R15 Tubeless Radials Tyres Seating 5 capacity Fuel tank 44 L capacity
BBA SEMSESTER IV
SUMMER PROJECT 2 NE Indica eV2 THE MOST FUEL EFFICIENT CAR IN ITS CLASSSpecification INDICA ev2 INDICA eV2 XETA INDICA V2
Variants L/LE/LS/LX GL/GLE/GLS/GLX L/LE/LS/LX
ENGINES Common Rail MPFi N.A CR4
Fuel type diesel Petrol Diesel
Emission Norms BS4 BS4 BS3
Displacement (cc) 1396 1193 1396
Max. Power 70@4000 65.3@5000 53.5@550005 9 (PS@RPM) Max. Torque 140@1800-3000 99.9@2700 85@2500
Radial tubeless Radial tubeless Radial Tyre type/size 155/80 R13 155/80 R13 tubeless 155/80 R13 Kerb weight 1080 980 995
Fuel tank capacity (L) 37 L
Seating capacity five (5) Steering Power Assisted rack and pinion- Hydraulic/Mechanical Transmission 5 speed Manual Brakes: Front/ Rear disc/drum brakes
DIMENSIONS:
Wheelbase: 2400 mm Width: 1665 mm
BBA SEMSESTER IV
SUMMER PROJECT 2 Height: 1485 mm Length: 3690 mm
Ground Clearance: 165 mm
5 9
BBA SEMSESTER IV
SUMMER PROJECT 2 TYPE 2.2 L DICOR, BS4 complaint with Dual Mass Flywheel ENGINE DISPLACEMENT 2179 cc Max. Output 140PS@4000rpm Max. Torque 320Nm@1700-2700rpm DIMENSIONS & Length (mm) 4780 WEIGHT Width (mm) 1895 Height (mm) 1780 Wheelbase (mm) 2850 Ground 200 clearance(mm) Gross vehicle weight 2720 (kg) Seating capacity 7 persons Turning Radius(m) 5.6 5 DRIVE Drive system 4x4 & 4x2 9 SUSPENSION Front Independent double wishbone with coil spring Rear 5 link suspension with coil spring TRANSMISSION Type G-76-5/4.1 Synchromesh with overdrive. STEERING Type Rack and pinion with power assistance BRAKES Front Ventilated disc brakes with twin pot calliper Rear Disc brakes TYRES 235/65 R 17 FUEL TANK CAPACITY 60 L ARIA- The thunder of an SUV, the tranquillity of a sedan
BBA SEMSESTER IV
SUMMER PROJECT 2 SIZE
MATTEMODEL GX EX LX CX ENGINE 2.2 L 16 Value DOHC DICOR Capacity cc 2179 Max. Output (PS) at 120@4000 rpm RSMax. TorqueS (Nm) at 250@ 1500-3000 rpm GEAR BOX 5 speed,G-76- 4.1- Synchromesh with Overdrive SUSPENSION Front: Independent, Wishbone with coil Spring, Rear: Parabolic Leaf springs STEERING Power Steering
BRAKES Vacuum Assisted Independent ,Hydraulic, Front:5 Ventilated Disc Brake with Twin Pot Caliper, Rear: Drum9 Brake, Auto Adjusting Type
TYRES 235/70 R 16 TURNING RADIUS 180 m GROSS VEHICLE 2625 Kgs WEIGHT FUEL TANK 65 L CAPACITY EMISSION NORMS BS3 & BS4 SEATING CAPACITY 7-9
TATA SUMO
GRANDE DICOR
BBA SEMSESTER IV
SUMMER PROJECT 2 SALES PROCESS of KBS Motors
7-STEP SELLING PROCESS
1. Customer prospecting- Customer Prospecting is a type of marketing analysis that helps identify areas of interest for targeting new customers. The sales persons of KBS Motors determine the areas by analysing the demographic variables in the area that contain their current target customers. Customer prospecting, done right, can really boost business’ bottom line. Whether one is engaged in a printed marketing campaign, email program or cold calling, a continuous cycle of getting in touch with new prospects is paramount. 2. Initial contact- It is the first contact with a customer and then communicating with them in some form so that they will eventually purchase a product or service from your business. Sounds simple enough, but if the business doesn’t have best
5 practices to follow, their efforts could be falling flat. The sales persons9 in KBS salespeople have the ability to read a customer based on gestures, language and body language. Deciding whether to approach a browsing customer with a smile and soft sell or a more aggressive approach depends on an accurate reading of the customer’s intention. 3. Product presentation- Once engaged with the customer, the sales person needs to demonstrate the value of the product to the customer and convince the customer for purchasing the vehicle. The sales persons of KBS understand the customers and accordingly explain the customers about the vehicles and also give their advice and suggestions in order to maintain a good customer relationship. 4. Test drive- From the buyer's perspective, the most important aspect of buying a car is the test drive. The test drive is more than just a nuts and bolts experience to see if the car appears to be in good working order. It's also a time for the potential buyer to see how the car feels to him. The sales persons of KBS make the test drive a pleasant experience for their buyers, as well as a comfortable and safe one for them. 5. Negotiation & closing- Sales negotiation is an increasingly important part of the sales process. Negotiation starts when buyer and seller are conditionally committed to the sale. Closing a sale is the process of getting a customer to agree and commit to making a purchase. All salespeople develop their own techniques and strategies that they can employ to close a sale. The approach you take to BBA SEMSESTER IV
SUMMER PROJECT 2 closing a sale will depend on the circumstances that each selling opportunity presents to you. 6. Delivery- After the customer has finally decided to purchase the vehicle, the delivery of the vehicle is made according to the customer convenience. 7. Post sales follow up- Effective salespeople understand the importance of following-up on customers whether they have made a purchase or not. There is plenty you can learn from talking with customers and by following-up with them, you provide yourself with further opportunities to convert leads and increase your network of contacts.
DEMONSTRATIONS POSITIONS
1. Driver side front- while explaining the customer about a vehicle, the sales person starts from the driver side front. He explains it first before moving to
the other sides of the vehicle. 5 9 2. Engine side- After explaining the driver side than he explains about the engine side of the vehicle. The sales person tells the customer if the vehicle is available in both diesel and petrol type. He tells him the mileage of the vehicle. 3. Passenger side- After explaining about the engine, the sales person moves towards the passenger side of the vehicle. He shows the amount of space available in the passenger side. He explains about the comfort and safety available in the passenger seat. 4. Rear side- after the explanation of the passenger side, the sales person moves towards the rear side. He explains about the parts in the rear side and also gives a detail about the boot space available in the vehicle. 5. Driver side- after the rear side the sales person comes back to the driver side and explains about it again the features that he has not been explained at the first time. 6. Interior- after explaining the customer about all the sides, than lastly the sales person explains about the interior about the vehicle.
DURING A TEST DRIVE
1. Handling- During the test drive the customer is told about the handling of the vehicle. The do’s and don’ts while driving. BBA SEMSESTER IV
SUMMER PROJECT 2 2. Engine –as the engine is the heart of any vehicle, therefore a detail explanation is given about the engine. 3. Power- the sales person also tells him about the power of the vehicle. How powerful the vehicle is and how convenient the vehicle is to drive on the tuff roads. 4. Transmission- the customer is also told about the transmission of the vehicle. He is told about the gear of the vehicle. 5. Suspension- the sales person tells the customer about the suspension of the vehicle. 6. Ride quality- during the test drive the customer is also asked about the ride quality. He is asked about his experience during the test drive. 7. Braking- the customer is also explained about the braking system of the vehicle. 8. Parking- after the test drive the customer is told about the parking of the vehicle. 5 9 FAQ’s Model
F- Finding sources -
A - Approach logically-
S – Secure appointment-
Cold Call Model
Step 1- greet and identity-
Step 2- create interest-
Step 3- make appointment-
Step 4- confirm appointment-
PROMOTION
Promotion is an essential element in the marketing mix. It's a tool used by businesses, both large and small, to inform, persuade and remind customers about the products and services they have to offer. Without business promotion,
BBA SEMSESTER IV
SUMMER PROJECT 2 companies would be stagnant and lack substantial growth because their brands would have low visibility in the market.
Significance
P r om otio n allows businesses to reach out to consumers using various forms 5 of media, 9 techniques and strategies to capture their attention. Promotion delivers a brand marketing message to consumers' television screens, radios, in the stores where they shop, online, in billboards and in magazines.
Types
Promotion can be broken down into four categories: advertising, sales promotion, public relations and personal selling. Advertising promotions appear as print advertisements in magazines, banner advertisements on the web or commercials. Sales promotions include attending trade shows, holding contests and initiating customer loyalty programs. Public relations activities include everything from getting bloggers to post about products, pitching articles to magazines, and writing and distributing press releases. Personal selling is done face to face, as with a business that hosts home parties, or using the phone or web solutions.
Strategies
Promotions follow two strategies: pull strategy and push strategy. Pull strategy focuses on promoting a product in a manner that encourages the consumer to respond by
BBA SEMSESTER IV
SUMMER PROJECT 2 making a purchase. Examples include coupons, referrals and customer loyalty programs. Push strategy focuses on taking a product directly to a customer to purchase. Examples include point-of-purchase displays, promotions at trade show events, packaging design and working with companies to offer products in their stores or on their websites.
Benefits
As a result of promotion efforts, customer are informed about new products and reminded about existing products. Promotion can help companies introduce new uses for old products in an effort to gain a new segment of the market. Promotion efforts give companies quantitative and qualitative data they can use to plan future campaigns to target their ideal consumers. From customer opinions left on product review sites to being able to gauge the number of people who click an online advertising effort, effective promotional efforts produce results. 5 9 Considerations
While promotion strategies are important to businesses and can help them introduce their products and services into a market, there are considerations that marketers must factor into their marketing plans. It's essential the businesses use the appropriate media to target their consumers. With the advent of social marketing and other forms of online marketing, promotional options extend beyond print, radio and television promotions. Businesses must determine where their target market gets the majority of its information, including product reviews and referrals.
BBA SEMSESTER IV
SUMMER PROJECT 2 Physical delivery chart 35 32 30 29
25
20 19
15 13 11 10 5 2
5 0 9 february march april may june july
The above graph shows the delivery made during various months. We can see that the sales have been progressing month by month
BBA SEMSESTER IV
SUMMER PROJECT 2 Chapter-5
Marketing
5 challenges9 as a new dealer
BBA SEMSESTER IV
SUMMER PROJECT 2 Marketing challenges
Get recognition in the market- This is one of the biggest challenge faced
by KBS Motors. Being a new dealership, most of the people are not aware of it. Therefore
KBS should work on its promotion.
Lot of competitors- There are many automobile dealership in the city and
already an established co-dealer is present. Therefore KBS Motors should try to make itself
better than the others and try to provide those services which are not given by other
dealership.
Image of the product –There is a misconception among the people about the 5 9 Tata vehicles that it is good only for commercial purpose. Therefore KBS Motors should take
the initiative and try to inform the people and promote their vehicles that it is equally good
for private use as well.
Concept about TATA cars-there is also a misconception among the people
that Tata Motors have good diesel vehicles only. Yes this is true that Tata Motors is pioneer at
making diesel vehicles but now they have also come up with good petrol running cars.
Unavailabity of vehicles in 2-3 and 3-4 lakh-again there is no cars
available in the range of 2-3 and 3-4 lakhs when compared to other automobile companies
where there are cars in different range. Nano is the only vehicle available with Tata.
Unavailability of heavy vehicles- KBS Motors deals with passenger
vehicles only when compared to its co-dealer which deals with all types of Tata vehicles.
BBA SEMSESTER IV
SUMMER PROJECT 2 Chapter-6
5 KBS 9 Motors finance & insurance
BBA SEMSESTER IV
SUMMER PROJECT 2 FINANCE SERVICE
KBS Motors provides two types of finance:
PRIVATE FINANCE o Tata Motors finance o Mahindra & Mahindra finance BANK FINANCE o All banks
MORE ABOUT FINANCE-
Minimum income level of the individual taking the loan should be Rs 21,000 in case
of bank finance & Rs 15,000 in case of private finance
5 9 Should have own bank account
Interest rates differ from product to product
Tenure for the loan
in case of private finance is 3 years for commercial vehicles and 4 years for
private vehicles &
in case of bank finance the tenure is 5 years for commercial vehicles and 7
years for private vehicles
Finance up to 85% in case of private jobs and 90% in case of government jobs
In case of defaulting to pay the EMI for 4 consecutive months, intimation is given
Loan is provided depending on the payment track of the individual
INSURANCE SERVICE BBA SEMSESTER IV
SUMMER PROJECT 2 Insurance calculated based on Genysys Configurator calculator
Insurance coverage
package policy claims the following damages:
Own damage
Damage done by third party
Proposal form requires the following details:
Customer details
5 9 Financer details
Vehicle details
Claim format-in order to claim the insurance the following steps are done:
Photo of damaged vehicle is to be given.
Than the photo is sent to the insurance company.
FIR has to be filed about the damaged car.
Application has to be submitted by the owner of the damaged vehicle.
Survey is done by the insurance company for 2 weeks where a detail check is
done of each and every thing of the damaged vehicle.
Than the insurance is provided to the person.
BBA SEMSESTER IV
SUMMER PROJECT 2
Chapter-7
Service of 5 9 KBS Motors
BBA SEMSESTER IV
SUMMER PROJECT 2 FREE SERVICES AFTER DELIVERING THE VEHICLE
4 FREE SERVICES AFTER DELIVERY
1ST SERVICE-PDI(PRE-DELIVERY
INSPECTION)
2ND SERVICE- AFTER 1 MONTH
3RD SERVICE-AFTER 2 MONTHS
4TH SERVICE-AFTER 6 MONTHS
5 9
BBA SEMSESTER IV
SUMMER PROJECT 2 Chapter-8
5 Tata Pixel9
BBA SEMSESTER IV
SUMMER PROJECT 2 TATA PIXEL
5 9
Remember the bean-shaped Tata Pixel concept car or its predecessor the Megapixel? The company unveiled the concept cars during the 2011 Geneva Motor Show.
Tata Pixel is a concept car for European cities. Based on the Nano platform, Pixel measures under-three meters and can accommodate four adults.
When Pixel goes to the production stage, it is going to be the first four-seater for such a small footprint and also the passenger car with the smallest turning radius.
BBA SEMSESTER IV
SUMMER PROJECT 2 That's because the Pixel does not use a conventional steering system. It crabs into parking spots instead of steering into it.
It can move sideward into a parking space with the help of a technology called toroidal traction-drive Infinitely Variable Transmission (IVT), which spins each wheel on the axle giving it an unbelievable turnin Tata Motors Limited is one of the most prestigious automaker of India, with over 5.9 million passenger and commercial vehicles plying across the country. The manufacturer showcased an innovative concept car on Tata Nano platform, known as Tata Pixel, at the Geneva Motor Show. It will be a new generation concept that measures just over three metres in length and capacity of accommodating four passengers.
Zero turn toroidal traction-drive, powered by an advanced infinitely variable transmission (IVT), is the unique selling point of this compact car. This highly efficient mechanism assists
5 in rotating the vehicle. The mechanism pulls outer rear wheel forward and pushes9 inner rear wheel backwards. The doors of the car will also find many takers among those who value innovation; its stylish diamond-shaped 'scissor' doors fold upwards and allow passengers to move in and out easily.
It is expected that the car maker is developing the vehicle especially for European market. Therefore, it boasts of an extended wheelbase, power steering, anti-lock braking, more weight and relativity elegant exteriors and interiors. The car is being promoted as the most spacious 4-seater in the world and Tata Motors expects that it will become a popular city car in the Old World. In India, this car is expected to be unveiled at the Auto Expo 2012, New Delhi and launched by 2014.
Engines & Specifications of Tata Pixel
Tata Pixel is an innovative concept automobile, powered by an advanced 1.2 L three-cylinder turbocharged diesel engine. Positioned at the rear of the vehicle, the 4-speed transmission engine delivers phenomenal on-road performance. It boasts of a low-friction design, featuring variable coolant, oil pump and rapid warm-up technologies. Owing to the engine, the car can deliver 65 hp power at 5250 rpm and 48 Nm torque at 3000 rpm.
Performance of Tata Pixel
BBA SEMSESTER IV
SUMMER PROJECT 2 The performance-oriented Tata Pixel has phenomenal fuel efficiency of 29.4 kmpl, as per European combined cycle (NEDC). This electric vehicle has reduced level of CO2 emissions significantly, with emissions being measured at 89 g/km. Zero turn toroidal traction-drive mechanism integrates with the vehicle to turn within 2.6 metres. Moreover, the car has optimised aerodynamic drag, low rolling-resistance tyres, stop-start technology and intelligent battery charging.
Exterior, Interior & Safety Features of Tata Pixel
The new generation concept has elegant exteriors, with forward sweeping roofline and minimal front / rear overhangs being the highlights. Targeted at youth, its exteriors are styled to appeal to the demographic. It boasts of large windshield and wide windows to ensure excellent visibility.
The interiors of the car are elegant, well-finished and extremely spacious. However, the most 5 9 noticeable feature of Tata Pixel is ‘My Tata Connect’, a human-machine interface program that will be integrated in this vehicle. This program allows synchronisation of electronic gadgets with infotainment system of the car. It is user-friendly and integrated with all-in-one touchscreen display. Besides serving as entertainment display, the screen provides information such as car temperature, ventilation and air-conditioning settings.
Furthermore, several arrangements are present in the car to ensure the safety of occupants. In order to ensure highest safety standards, the concept will feature anti-lock braking system, safety airbags, electronic brake distribution and TCS.
Fact Sheet:
Make Tata
Model Pixel
Fuel Types Diesel
Price Rs 2.4 lakhs to Rs. 2.70 lakhs
BBA SEMSESTER IV
SUMMER PROJECT 2 Key 1.2 L three-cylinder turbocharged diesel engine, 4-speed Specification transmission, 65 hp power at 5250 rpm, 48 Nm torque at 3000 rpm, s 89 g/km CO2emission, 2.6 m turning radius
Another catchy design feature that generated interest during the auto show, is the 'scissor' doors that rotate upwards for passenger to move in and out effortlessly.
Tata's UK engineering team, headed by Nick Fell, have improved the technology since it was first unveiled at the Geneva Motor Show, and patented it. 5 9 Auto Express got an exclusive drive and they've published all details on their website.
The "zero turn" technology will work below a certain speed. The car hinges on the centre of the rear axle and the car moonwalks into a tight parking space.
To lock the inner wheels, Tata Motors is working on an extra functional ABS system instead of the costly Torotrak system. This will help to bring down the cost of the city car.
Tata will have road-going models with this technology ready by the end of this year.
BBA SEMSESTER IV
SUMMER PROJECT 2 Chapter-9
5 Manufactu9 ring of TATA vehicles
BBA SEMSESTER IV
SUMMER PROJECT 2 5 9
BBA SEMSESTER IV
SUMMER PROJECT 2 MANUFACTURING
Tata Motors owes its leading position in the Indian automobile industry to its strong focus on indigenisation. This focus has driven the Company to set up world-class manufacturing units 5 9 with state-of-the-art technology. Every stage of product evolution-design, development, manufacturing, assembly and quality control, is carried out meticulously. Our manufacturing plants are situated at Jamshedpur in the East, Pune and Sanand in the West and Lucknow and Pantnagar in the North.
JAMSHEDPUR
The Jamshedpur facility, Tata Motors' first, was established in 1945 to manufacture steam locomotives. It led the company's foray into commercial vehicles in 1954. It has been modernized through the decades, with a particularly intense scale in the last 10 years and has led the company's evolution into a manufacturer of global repute.
This world-class facility is equipped with:
State-of-the-art equipment and assembly lines to produce a truck every 5 minutes
Over 200 models, ranging from multi-axle trucks, tractor-trailers, tippers, mixers and special application vehicles, catering to civilian and defence requirements
3D visualisation of new models
BBA SEMSESTER IV
SUMMER PROJECT 2 Engine assembly shop, capable of supplying up to 200 engines per day
Modern testing facilities
PUNE
The Pune unit is spread over two geographical regions- Pimpri (800 acres) and Chinchwad (130 acres). It was established in 1966 and has a Production Engineering Division, which has one of the most versatile tool making facilities in the Indian sub- continent. It houses a Vehicle manufacturing complex which is one of the most integrated automotive manufacturing centres in the Country producing a large variety of individual items and aggregates. It is engaged in the design and manufacture of sophisticated press tools, jigs, fixtures, gauges, metal pattern and special tools, as well as models for the development of new ranges of automobile products. Its capabilities have enabled Tata 5 Motors to introduce new products and improve existing ones without resorting9 to imports of dies or fixtures.
LUCKNOW
Tata Motors Lucknow (TML-Lucknow) is an important production facility of Tata Motors Limited, which was established in 1992 to meet the growing demand for Commercial Vehicles in the Indian market.
The major facilities at the plant comprise of:
Vehicle Factory - Assembly Plant for Trucks and Bus Chassis
Integral Bus Factory - Assembly Plant for Module Buses catering to the needs of Tata Marcopolo Motors Limited and FBV operations
Transmission Factory - Gear Parts, Crown wheel & Pinion and Heat Treatment facility
Production Engineering Shop catering to the tool design and manufacturing needs
BBA SEMSESTER IV
SUMMER PROJECT 2 A well established Training Centre through which around 500 apprentices are trained in various trades.
Engineering Research Centre with specific focus on buses, including a Digital prototyping lab, use of PLM software etc.
Service Training Centre providing training to drivers and technicians of the STU's.
RECON Factory (for Reconditioning Business)
The satellite plant of TMML which caters to the Hi-end buses for the Northern Market.
State of the art facilities like the Paint Shop, BIW Shop and the TCF factory with 5 automated lines have been benchmarked with the best in the world. 9
PANTNAGAR The Company has set up a plant for its mini-truck Ace and the passenger carrier Magic (based on the Ace platform) at Pantnagar in Uttarakhand. The plant began commercial production in August 2007. This is the company's fourth plant, after Jamshedpur (commercial vehicles), Pune (commercial vehicles and passenger vehicles) and Lucknow (commercial vehicles). The plant is spread over 953 acres, of which 337 acres is occupied by the vendor park. State-of-the-art facilities include weld shops, paint shops, engine and gear box shops and assembly lines. The Company has invested over Rs.1000 crores in the plant. Vendors for the vehicle have made additional investments to set up their plants in the vendor park adjoining the plant. The operation has generated about 7500 direct and indirect jobs in the plant, among vendors and service providers in the area.
SANAND Tata Motors' plant for the Tata Nano at Sanand, in Ahmedabad district of Gujarat, marks the culmination of the Company’s goal of making the Tata Nano available to hundreds of thousands of families, desirous of the car a safe, affordable and environmental friendly mode of transport. The capacity of the plant, to begin with,
BBA SEMSESTER IV
SUMMER PROJECT 2 will be 250,000 cars per year to be achieved in phases, and with some balancing is expandable up to 350,000 cars per year. Provision for further capacity expansion has also been incorporated in this location. Built in a record time of 14 months starting November 2008, the integrated facility comprises Tata Motors’ own plant, spread over 725 acres, and an adjacent vendor park, spread over 375 acres, to house key component manufacturers for the Tata Nano. In line with latest world-class manufacturing practices, the Tata Nano plant has been equipped with state-of-the-art equipment. They include sophisticated robotics and high speed production lines. Conscious of the critical need of environment protection, the plant has energy-efficient motors, variable frequency drives, and systems to measure and monitor carbon levels. These are supplemented with extensive tree plantation, sustainable water sourcing through water harvesting and ground water
recharging and harnessing solar energy for illumination. 5 9 DHARWAD Tata Motors' Dharwad Plant, Located on the Pune- Bangalore highway around 425 km northwest from Bengaluru, became operational on "Founders Day" 3rd March 2012. This is the latest green field project by Tata Motors being commissioned for production of Ace Zip. Dharwad plant in a record time rolled out 15,000 Ace Zip's in first year of operations. In line with world-class manufacturing practices Dharwad Plant has installed most advanced technology which includes robotics, automated line with Automated Guided Vehicles and ultramodern manufacturing systems and practices. The Plant has a high capacity paint shop which brings perfect harmony between plant and conveyor equipment with RoDip technology. Dharwad is a quiet and pleasant city is continuously growing and a promising beehive for commercial activities. Plant is spread over an area of 400 Acres. It has an installed capacity of 90,000 vehicles annually. Dharwad Plant is the one of the first plant in automobile industry to obtain Platinum Rating by Indian Green Building Council and it also holds the ISO 14001 and ISO 50001 Certification for Environment Management System and Energy Management System respectively. Dharwad Plant was awarded with ‘State Level Safety Award' for development, implementation and practicing of sustainable safety culture in its location.
BBA SEMSESTER IV
SUMMER PROJECT 2 The plant within a short period of time, has indulged itself in number of initiatives like Green-Drives (with sapling plantation/donation campaign, Rain Water Harvesting, Eco-friendly processes, use of wind energy) Blood Donation Drive, Health & Education Camps in surrounding communities, innovative employee engagement and communication activities.
5 9
BBA SEMSESTER IV
SUMMER PROJECT 2 Chapter-10
SUBSIDIA
5 9 RIES
BBA SEMSESTER IV
SUMMER PROJECT 2 Subsidiaries Websites Jaguar Land Rover www.jaguar.com, www.landrover.com Tata Daewoo Commercial Vehicle Company Ltd. (TDCV) www.tata-daewoo.com 5 9 Tata Marcopolo Motors Ltd. (TMML) Tata Hispano Motors Carrocera S. A. www.tatahispano.com Tata Motors (Thailand) Limited (TMTL) www.tatamotors.co.th Tata Motors (SA) (Proprietary) Ltd (TMSA) TML Drivelines Limited Tata Hitachi Construction Machinery Company Limited www.telcon.co.in
TAL Manufacturing Solutions Ltd. (TAL) www.tal.co.in Tata Motors European Technical Centre plc. (TMETC)
Tata Technologies Ltd. (TTL) www.tatatechnologies. com TML Distribution Company Limited (TDCL) Concorde Motors (India) Ltd. (Concorde) Tata Motors Finance Limited www.tmf.co.in Tata Motors Insurance Broking & Advisory Services Ltd (TMIBASL) TML Holdings Pte. Ltd. (TML) Sheba Properties Ltd. (Sheba) PT Tata Motors Indonesia Trilix S.r.l. Tata Precision Industries Pte. Ltd.
BBA SEMSESTER IV
SUMMER PROJECT 2 5 9
BBA SEMSESTER IV
SUMMER PROJECT 2 Chapter-11
Tata & Jaguar
5 & Land Rover9
BBA SEMSESTER IV
SUMMER PROJECT 2 Jaguar Land Rover Automotive PLC is a
Type Public limited company British multinational aut o motive company Industry Automotive headquartered in Whitley, Coventry, Founded 2008 United Kingdom. It is a wholly owned subsidiary of
Headquarters Whitley, Coventry, United Kingdom the Indian Tata Motors group, itself a subsidiary of the Tata Group. Its principal activity is the Key people Cyrus P. Mistry(Chairman) development, manufacture and sale of vehicles Dr Ralf Speth (CEO) bearing Jaguar and Land Rover, including Range
Rover, marques. Tata Motors is now in5 the luxury car Products Automobiles 9 and truck business—finally—with a signed agreement
Revenue £15.784 billion (2013) to buy the Ford Motor Company’s Jaguar and Land Rover brands for $2.3 billion. Operating income £2.402 billion (2013)
Net income £1.215 billion (2013)
Employees 25,000 (2012)
Parent Tata Motors
Subsidiaries Jaguar Cars
Land Rover
Chery Jaguar Land Rover (50%)
Jaguar Land Rover India
Website www.jaguarlandrover.com
BBA SEMSESTER IV
SUMMER PROJECT 2 Current Jaguar products
Jaguar XF – executive car
Jaguar F-Type – sports car
Jaguar XK – grand tourer
Jaguar XJ – luxury car
5 9
Current Land Rover products
Land Rover Defender – off-road vehicle
Land Rover Freelander – compact SUV
Land Rover Discovery – mid-size SUV
Range Rover Evoque – compact SUV
Range Rover Sport – mid-size SUV
Range Rover – full-size SUV
BBA SEMSESTER IV
SUMMER PROJECT 2 Chapter-12
APPROAC
5 9 H
BBA SEMSESTER IV
SUMMER PROJECT 2 APPROACH
True to the tradition of the Tata Group, Tata Motors is committed in letter and spirit to Corporate Social Responsibility. It is a signatory to the United Nations Global Compact, and is engaged in community and social initiatives on labour and environment standards in 5 compliance with the principles of the Global Compact. In accordance with this,9 it plays an active role in community development, serving rural communities adjacent to its manufacturing locations.
Tata Motors believes in technology for tomorrow. Our products stand testimony to this. Our annual expenditure on R&D is approximately 2% of our turnover. We have also set up two in- house Engineering Research Centres that house India's only Certified Crash Test Facility. We ensure that our products are environmentally sound in a variety of ways. These include reducing hazardous materials in vehicle components, developing extended life lubricants, fluids and using ozone-friendly refrigerants. Tata Motors has been making conscious effort in the implementation of several environmentally sensitive technologies in manufacturing processes. The Company uses some of the world's most advanced equipment for emission check and control
Tata Motors concern is manifested by a dual approach
1. Reduction of environmental pollution and regular pollution control drives
2. Restoration of ecological balance. BBA SEMSESTER IV
SUMMER PROJECT 2 Our endeavours towards environment protection are soil and water conservation programmes and extensive tree plantation drives. Tata Motors is committed to restoring and preserving environmental balance, by reducing waste and pollutants, conserving resources and recycling materials.
Reducing Pollution Tata Motors has been at the forefront of the Indian automobile industry's anti-pollution efforts by introducing cleaner engines. It is the first Indian Company to introduce vehicles with Euro norms well ahead of the mandated dates. Tata Motors' joint venture with Cummins Engine Company, USA, in 1992, was a pioneering effort to introduce emission control technology for India. Over the years, Tata Motors has also made investments in setting up of an advanced emission-testing laboratory.
With the intention of protecting the environment, Tata Motors has upgraded the5 performance 9 of its entire range of four and six cylinder engines to meet international emission standards. This has been accomplished with the help of world-renowned engine consultants like Ricardo and AVL. These engines are used in Tata Motors vehicles in the Indian market, as well as in over 70 export markets.
Tata Motors is constantly working towards developing alternative fuel engine technologies. It has manufactured CNG version of buses and followed it up with a CNG version of its passenger car, the Indica.
Restoring Ecological Balance Tata Motors has set up effluent treatment facilities in its plants, to avoid release of polluted water into the ecosystem. In Pune, the treated water is conserved in lakes attracting various species of birds from around the world thus turning the space into a green belt. Tree plantation programmes involving villagers and Tata Motors employees, have turned acres of barren village green. Tata Motors has planted as many as 80,000 trees in the works and the township and more than 2.4 million trees have been planted in Jamshedpur region. Over half a million trees have been planted in the Pune region. Tata Motors has directed all its suppliers to package their products in alternate material instead of wood.
. BBA SEMSESTER IV
SUMMER PROJECT 2
Chapter-13
Resource 5 9 Sustainability
BBA SEMSESTER IV
SUMMER PROJECT 2 5 9
BBA SEMSESTER IV
SUMMER PROJECT 2 Resource Sustainability: ELV Treatment & Recycling
India is a recycling society with many people making value out of the recovery of waste materials discarded from products at the end of their useful life. However, Europe and some other export markets have recognised that they have become a 'throwaway' society in recent decades, and are now introducing waste prevention regimes in different industry sectors to 5 9 collect and recycle valuable resource rather than it ending up in landfill.
For the Automotive sector, regulators point responsibility for this issue to vehicle producers and operators in the scrap car recovery industry. In Europe the scrap car issue is driven by the End-of-Life Vehicle (ELV) Directive which sets dismantler standards to safely drain and recycle fluids as part of vehicle disposal; and sets targets to recover metal and non-metallic material such that a maximum of 5% of the vehicle weight becomes waste to landfill. Similar regulations have been introduced in Japan and Korea, and the Indian Government is also developing a similar regime in anticipation of many more old cars being scrapped in future.
Tata Motors has taken these responsibilities seriously and already meets EU product design requirements such as: compliance to ELV heavy metals and other hazardous substance restrictions; and material code marking of plastic and rubber parts to aid economic recycling towards targets.
A major issue for India is the lack of a specialised scrap car collection, treatment, dismantling and recovery infrastructure. Europe has had a century to develop their scrap car industry network but in the year 2000 still required the ELV Directive to make operator standards provide environmentally sound treatment, recycling and disposal of cars. Tata Motors is
BBA SEMSESTER IV
SUMMER PROJECT 2 participating in Government consultations to ensure the Indian scrap car infrastructure is developed to meet sensible environmental standards from the outset.
Chapter-14
5 POLICIES9
BBA SEMSESTER IV
SUMMER PROJECT 2 POLICIES
5 9
BBA SEMSESTER IV
SUMMER PROJECT 2 5 9
BBA SEMSESTER IV
SUMMER PROJECT 2 Chapter-15
5 MILESTO9 NE 2013
BBA SEMSESTER IV
SUMMER PROJECT 2 MLESTONE-2013 It has been a long and accelerated journey for Tata Motors, India's leading automobile manufacturer. Presented below is a list of some of the significant 5 milestones in the Company's journey towards excellence and leadership.9
Tata Nano becomes the first Auto Brand in India to cross 3 million fans on Facebook
The Tata Indigo eCS enters Limca Book of Records
Tata Motors' Jamshedpur plant rolls out its two millionth truck
Tata Nano offered industry first phenomenon - Swipe your credit card and drive home a Nano
Tata Motors launches the world-class range of Tata PRIMA trucks in Sri Lanka
BBA SEMSESTER IV
SUMMER PROJECT 2 Chapter-16 SWOT
5 9
BBA SEMSESTER IV
SUMMER PROJECT 2 5 9
BBA SEMSESTER IV
SUMMER PROJECT 2 S
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BBA SEMSESTER IV
SUMMER PROJECT 2
SUMMER PROJECT 2 PROJECT SUMMER BBA SEMSESTER IV SEMSESTER BBA
• NANO, the world's cheapest car presently is the biggest strength of TATA Motors
• Main concern of KBS is not only customer satisfaction but also customer 9
delight which again5 proves to be strength for the company as it helps them in retaining their customers
• Usage of TATA vehicles for commercial use by the people is strength for the company. • The suspension of TATA vehicles is excellent. • Organising the events in diferent areas of the city is also a strength as it helps the people from diferent corners to know about KBS
• Team work in KBS is a strength for the firm. • Better servicing of KBS when compared to its co-dealer is again strength for the firm. W
KBS Motors doesn’t deal with heavy Being a new vehicles. dealership is one People have a of the misconception weaknesses for Unavailability of that TATA vehicles vehicles in the KBS Motors as are meant only most of the range of 2-3 lakh, for commercial 3-4 lakh and 4-5 people are use. lakh when 5 unaware of it. 9 compared to other automobile dealers.
BBA SEMSESTER IV
SUMMER PROJECT 2 5 9
BBA SEMSESTER IV
SUMMER PROJECT 2
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BBA SEMSESTER IV
SUMMER PROJECT 2
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BBA SEMSESTER IV
SUMMER PROJECT 2 Being a new dealership, it has the opportunity to capture KBSthe market has theand proveopportunity itself better to than capture its co-dealer. the The marketingcommercial of KBS can market help the in firm the in city.attracting the The firm by givingpeople better for buying servicing its canvehicles. also help in getting the customers.
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the mark. the the mark. the
is not up to to up not is is not up to to up not is the city. the the city. the
vehicles that it it that vehicles vehicles that it it that vehicles dealership in in dealership co-dealer. dealership in in dealership co-dealer.
of the TATA TATA the of automobile automobile its to compared of the TATA TATA the of automobile automobile its to compared
performance performance diferent diferent when more performance performance diferent diferent when more
among the the among slightly is cars the the among the the among slightly is cars the the
competition competition KBS of Prices people about about people competition competition KBS of Prices people about about people
High High High High among the the among among the the among
Misconception Misconception Misconception Misconception
BBA SEMSESTER IV
SUMMER PROJECT 2 Chapter-17 ANALYSIS &
5 9 INTERPRETATI ON
BBA SEMSESTER IV
SUMMER PROJECT 2 1.1 OCCUPATION
5% 15% business public sector private sector others 50%
30%
5 9 From the above chart, we can see that 50% of the people having Tata vehicles belong to the business sector. It shows that Tata vehicles are mostly preferred by the business persons. 30% of the people are from the public sector. People working in the public sector usually are provided the vehicles from the government. 15% of the people belong to the private sector and 5% are from some other occupation.
BBA SEMSESTER IV
SUMMER PROJECT 2 1.2 INCOME LEVEL
15% 25% less than 1 lakh 1-3 lakh more than 3 lakh
60%
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The above graph tells us that most of the people having Tata cars fall in the income level lying between 1-3 lakh per annum. 25% of the people annual income is more than 3 lakh and 15% of the people annual income is less than 1 lakh.
BBA SEMSESTER IV
SUMMER PROJECT 2 1.3 MODEL of the vehicle
6% 4% 12% 10% Nano Sumo Indica Indigo Manza Safari Vista 10%
42% 16%
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We can see from the above diagram that 42% of the people have SUMO. In most of the cases people buy sumo for commercial purpose. 16% of them have Indica which is again mostly preferred for commercial purpose when compared to private use.10% of the people have indigo and again 10% have manza. They are used for both private and commercial purpose. 6% of the people have safari and 4% of them has vista. 12% of the people have nano. As nano is a small car so it is mostly preferred for the family having
3-4 members and is usually used for private use.
BBA SEMSESTER IV
SUMMER PROJECT 2 28%
COMMERCIAL USE PRIVATE USE
72%
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The above graph tells us that Tata vehicles are usually preferred for commercial use.
Only 28% of the people use Tata cars for private use. We can conclude that the performance of Tata vehicles is very good. Again we can also say that Tata Motors have good diesel vehicles.
BBA SEMSESTER IV
SUMMER PROJECT 2 1.5 DISTANCE TRAVELLED ON A DAILY BASIS
18%
LESS THAN 30 Kms 30-70 Kms MORE THAN 70 Kms 15% 68%
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The above pie chart shows that people having Tata vehicle usually travel more than
70km on a daily basis. 17% of them travel less than 30km and 15% of the people travel between 30-70 km every day.
BBA SEMSESTER IV
SUMMER PROJECT 2 1.6 Factors influencing buying decision
13% 21% AFFORDIBILTY 13%PERFORMANCE STYLE OTHERS
53%
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From the above graph we can see that 53% of the people are influenced by the performance of the Tata vehicles. 21% of the people look for affordability and then accordingly make their decision. 13% of the people are influenced with the style and look of the vehicle.
BBA SEMSESTER IV
SUMMER PROJECT 2 11% 27%
KBS Motors MODRINA OTHERS
61%
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The above graph shows that approximately 62% of the customers have bought their vehicles from MODRINA. As it is the oldest TATA dealership in the city. Whereas 11% of people bought from KBS motors as it is a new dealership and the rest 27% bought from other dealership.
BBA SEMSESTER IV
SUMMER PROJECT 2 15% 12% Advertisement friends / relatives sales representative
29% 44% others
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The above graph represents how people came to know about the dealership from where they bought their vehicles. 12% through advertisement, 44% from their friends and relatives, 29% through direct contact of the customers’ representative and the rest 15% through other type of promotional techniques.
BBA SEMSESTER IV
SUMMER PROJECT 2 3% 10%
38% 13%
State Bank of India Mahindra finance Tata Finance self finance others
38%
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The above graph represents that 2% of the people have finance their vehicles from State Bank of India , whereas 10% through Mahindra finance, 12% from Tata finance, 38% go for self- finance and 38% from other financial institute. Thus it can be concluded that most of the people go for self-finance as it is convenient for them rather than financing from financial institution.
BBA SEMSESTER IV
SUMMER PROJECT 2 24%
yes No
76%
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The above graph shows that approximately 24% of the customers have experienced defect in their vehicle before the warranty period. Such defects include vibration of the engine, sudden breakdown, etc. Whereas the rest 76% have not experience any defects.
BBA SEMSESTER IV
SUMMER PROJECT 2 1.11 Where do you take your car for servicing
10% 20% KBS servicing centre Modrina Local garages others 30%
40%
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The above graph represents as where to the customers take their car for servicing.
During our field survey we have found out that approximately 40% of the customers goes to Modrina servicing centre , 30% goes for servicing to the local garages, 20% prefer KBS servicing centre and the rest 10% goes to some other service stations.
BBA SEMSESTER IV
SUMMER PROJECT 2 1.12 Rate your satisfaction level: please tick the appropriate option.
60
50
40 PARAMETERS EXCELLENT GOOD AVERAGE BAD WORST 30
20
10
0 1 2 3 4 5 6
5 The above graph represents the parameters rated by the customers as per9 their satisfaction level:
1) Servicing centre 2) Service provided 3) Customers’ handling 4) Customer advisor's interaction 5) Product delivery 6) Features of the car
BBA SEMSESTER IV
SUMMER PROJECT 2 Chapter-18
5 Findings 9 & Recommendat ions
BBA SEMSESTER IV
SUMMER PROJECT 2 FINDINGS
Independent dealership
Price difference
Do not deal with heavy vehicles
Distance of the Service center from the showroom
Strength of the firm is 120
Canteen still under construction 5 9
Still working on promotion
Special attention given to customers
Proper cleanliness maintained
Financial tie ups with Mahindra finance, TMF, all banks
Exchange deals with other than Tata cars also
Not enough parking space
Only one service center
BBA SEMSESTER IV
SUMMER PROJECT 2 5 9
BBA SEMSESTER IV
SUMMER PROJECT 2 RECOMMENDATIONS
Should work on promotion
Introduce heavy vehicles
Increase parking space 5 9
Try to extend the service station
Try to provide Venture, Winger
BBA SEMSESTER IV
SUMMER PROJECT 2 Chapter-19
5 Conclusions9
In this Project we have provided various kinds of information facts and figures about KBS Tata Motors. We have given information about the history of TATA MOTORS, KBS MOTORS. We gave some information about the various networks of Tata, also discussing
BBA SEMSESTER IV
SUMMER PROJECT 2 about the sales and profits earned by the company, various models of Tata launched in India and the models presently being sold at KBS motors. We have also tried to highlight the marketing challenges faced by the company. SWOT on the KBS MOTORS showroom is also provided in order to clearly give a view about the company and shows and creates an immediate image of the company. We discussed about the sales and the different strategies followed by the company in order to be superior when compared to the other showrooms in the town. We also tried to find out the collective workings of the employees of the organization and the way the employees are working as a team complementing each other with skills, efficiency and effectiveness. We tried to find out the insecurity and unease that may arise in the minds of the customers after buying a car from TATA and a question which may arise in the minds of the customers that, Was the deal of buying a car from TATA worth the amount the customers paid? We prepared a questionnaire for the TATA customers with a sample size of hundred questionnaires for the customers who already own a TATA car in the 5 Shillong city. We tried to cover up all the necessary aspects related to the showroom9 and tried to explain all the necessary things which came up from the data collected through the questionnaires. We have worked as sales personnel’s in the showroom and had a great experience of actual work done in an automobile company. In this project we tried to find out how the sales in a company is carried out and also to know the marketing challenges it faced in order to survive the competition in the city. We have also done a brief study on NANO as it is presently the cheapest car and affordable by a middle class family. We have also mentioned about the different steps taken by TATA for resource sustainability and the milestone it has achieved. We have also tried to cover the services provided by KBS Motors.
BBA SEMSESTER IV
SUMMER PROJECT 2 Chapter-20 Annexur
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BBA SEMSESTER IV
SUMMER PROJECT 2 Project proposal
“A study on the sales and marketing challenges with reference to KBS Tata Motors”
Introduction to the study
The Role of Automobile Industry in India GDP has been phenomenon. The Automobile Industry is one of the fastest growing sectors in India. Gone are the days when a car was a big deal for a family to have. Nowadays with the help of various financial institution, it has become easier for an individual to get a vehicle according to his convinience. Today is an exciting time to be a part of the automobile industry, even though the demands on the business have never been greater. Customer expectations of vehicle quality, reliability, safety, and utility are at an all-time high. At the same time, worldwide overcapacity has put pressure
5 on the industry to maintain, and even reduce, vehicle price. The automotive9 industry is an important global driver of growth, income, employment, and innovation. The automobile enables a degree of flexibility and mobility that was undreamed of a century ago. Consequently, the automotive sector – and therefore our company as well – impacts global economic activity in a variety of ways. The main focus of our project is to study on the sales and marketing challenges of KBS Tata Motors.
MARKETING
Marketing is more important as it relates to consumer and their needs, whatever may be the objectives of business, the main in which it has to concentrate will be marketing. Business today, concentrating on marketing is found to be fairly successful though success depends on many other factors. The purchase decision being an essence is an important aspect of marketing. Consumers are liable for influence under different environment
OBJECTIVES
1) To study the importance of training ,teamwork and co-ordination in a sales team. 2) To gather knowledge on sales and distribution management of Tata vehicles. 3) To study the various challenges faced by KBS Tata Motors. 4) To study the service provided by KBS Tata motors. 5) To gather information about the various passenger cars. 6) To study in detail about NANO , INDICA & ARIA. BBA SEMSESTER IV
SUMMER PROJECT 2 LIMITATIONS:-
1. The study is restricted to just one showroom. 2. The sample size is relatively small and is drawn from a specific geographical region. 3. Lack of proper knowledge to fill up the questionnaires.
BENEFITS OF THE STUDY:-
1. Get to know more about the working of automobile industry.
2. Experience of working in the company as professionals.
3. Making us more comfortable in talking to the people.
4. Gain self-confidence.
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BBA SEMSESTER IV
SUMMER PROJECT 2 Chapter-21
5 Annexur9 e -2
BBA SEMSESTER IV
SUMMER PROJECT 2 FIELD SURVEY QUESTIONNAIRE
“We would be grateful if you could spare a few minutes to complete this Customer Satisfaction Questionnaire to help us ensure that our standard of customer care exceeds expectations wherever possible”.
Name: ……………………………………………………………………………………………….
Contact No.: ……………………………………………………………………………………..
Email id: ……………………………………………………………………………………………
Address: ……………………………………………………………………………………………
A) Occupation: 1) business 2) public sector 3) private sector 4) others……………………
B) Income level (p.a): 1) less than 1 lakh 2) 1-3 lakh 3) more than 3 lakh
5 Details of the vehicle: 9
C) Model: 1) Sumo 2) Indica 3) Nano 4) others: ………………………………
D) Age of vehicle: …………………………….
E) Purpose of the vehicle: 1) commercial use 2) private use
F) Distance travelled on daily basis: 1) less than 30kms 2) 30kms- 70kms 3) more than 70kms
G) Which factors influence your buying decision?
1) Afordable 2) performance 3) style 4) other: …………………….…
H) From which dealership did you buy the vehicle?
1) KBS TATA MOTORS 2) MODRINA 3) others: ……………………………..
I) how did you come to know about the dealership?
1) Advertisement 2) Friends/Relatives 3) Sales representative 4) others: ………………
BBA SEMSESTER IV
SUMMER PROJECT 2 J) From where did you take the finance for the vehicle?
1) State Bank of India 2) Mahindra finance 3) Self-finance 4) others: ………………………
K) Did your car experience any defect before warranty period?
1) YES 2) NO PARAMETERS Excelle Good Avera Bad Wors nt ge t CONVIENIENCE OF THE SERVICING CENTRE SERVICE PROVIDED CUSTOMERS’ HANDLING CUSTOMERS ADVISOR’S INTERACTION PRODUCT DELIVERY
FEATURES OF THE CAR
L) Where do you take your car for servicing? 5 9 1) KBS Servicing Centre 2) Modrina others…………………………
M) Rate your satisfaction level: please tick ( √ ) the appropriate option
N) Would you recommend the KBS TATA showroom to your friend/relatives?
1) YES 2) NO
O) Your remark/suggestion for KBS TATA MOTORS:
……………………………………………………………………………………………………………………… ……………………………………
……………………………………………………………………………………………………………………… ……………………………………
Your suggestions will be valued greatly. Thank you
BBA SEMSESTER IV
SUMMER PROJECT 2 Chapter-22
5 9 Bibliogra phy
BBA SEMSESTER IV
SUMMER PROJECT 2 www.tatamotors.in Information from the dealership
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BBA SEMSESTER IV
SUMMER PROJECT 2