Positioning of Tata Motors in Captive and Semi captive market 2012 Positioning of Tata Ace zip in Captive and semi captive market Positioning is an art. Great positioning tells a compelling, attention grabbing story – a story that resonates with your audience. - Rebel Brown Regional college of Management, Bhubaneswar Positioning of Tata Motors in Captive and Semi captive market A study on Positioning of Tata Ace Zip in Captive and Semi captive segment Summer Project Report submitted for the partial fulfillment of the PGDM degree Submitted By: Abhijit Panda Saurabh Jaiswal Jyotishmayee Das Institute Guide :- Company Guide :- Saud Hussain Sudip Roshan Chauhan Assit. Prof. (Marketing) Territory Sales Manager RCMA Tata motors Regional College of Management, Autonomous Bhubaneswar Regional college of Management, Bhubaneswar Positioning of Tata Motors in Captive and Semi captive market DECLARATION I Saurabh Jaiswal, Abhijit Panda and Jyotishmayee Das student of REGIONAL COLLEGE OF MANAGEMENT, Bhubaneswar for the courses of PGDM(2011-13) declare that this survey report is true and best of my knowledge. This report is needed for the partial fulfillment of my course and will not be used in any organization except for academic purpose. The logo of Tata Motors used in this project is duly permitted and sanctioned by the concerned authority of the organization for the purpose of project completion only. I do firmly commit hereby that the data collection and analysis made will not be shared with any other market research agency, management consultant or any other organization for any reason what so ever. This project is to be used for evaluation by the concerned authority of my knowledge RCM (REGIONAL COLLEGE OF MANAGEMENT), Bhubaneswar. Date: Place: Bhubaneswar Abhijit Panda Saurabh Jaiswal Jyotishmayee Das Regional college of Management, Bhubaneswar Positioning of Tata Motors in Captive and Semi captive market ACKNOWLEDGEMENT I take the opportunity to thank my guide MR. Sudip chauan, Territory Sales Manager, SCV Cargo, TATA Motors Limited for his guidance, encouragement and support throughout the tenure of the internship. Without his efforts and directions, the project would not have encompassed and wouldn’t have been such a wonderful learning experience. I would also like to thank TATA Motors, Bhubaneswar and all of its employees as well as Consrotiuom Automobiles, Bhubaneswar for helping me to achieve success in this project in every possible manner. Finally, I would like to express my deepest gratitude REGIONAL COLLEGE OF MANAGEMENT, BHUBANESWAR Saurabh Jaiswal Abhijit Panda Jyotishmayee Das Regional college of Management, Bhubaneswar Positioning of Tata Motors in Captive and Semi captive market Corporate Guide Certificate This is to certify that the work entitled “Positioning of Tata Ace Zip in Captive and Semi captive segment” is the piece of team project done by Saurabh Jaiswal, Abhijit Panda and Jyotishmayee Das student PGDM, RCM (second year) under the guidance and supervision for partial fulfillment PGDM curriculum of Regional College of Management, Bhubaneswar. To the best of my knowledge and belief the term project report: 1. Embodies the work of candidate them self. 2. Has been duly completed. 3. Is up to the standard both in respect to the content and language for being referred to the examiner. Project Guide :- Sudip Roshan Chauhan (Territory Sales Manager) Tata Motors Regional college of Management, Bhubaneswar Positioning of Tata Motors in Captive and Semi captive market Faculty Guide Certificate This is to certify that the work entitled “Positioning of Tata Ace Zip in Captive and Semi captive Segment “ the piece of team project done by Saurabh Jaiswal, Abhijit Panda and Jyotishmayee Das a student of PGDM under the guidance and supervision for partial fulfillment of PGDM curriculum of Regional College of Management, Bhubaneswar. To the best of my knowledge and belief the term project report: 1. Embodies the work of candidate them self. 2. Has been duly completed. 3. Is up to the standard both in respect to the content and language for being referred to the examiner. Saud Hussain (Dept. of Marketing) Internal Guide Regional college of Management, Bhubaneswar Positioning of Tata Motors in Captive and Semi captive market Declaration Acknowledgement Certificates CONTENTS Chapter-1: INTRODUCTION A) About the topic B) About the company Chapter-2: RESEARCH METHODOLOGY Problem of the Study Objectives of the Study Relevance of the Study Data Collection Sampling Methodology Used Limitation of the study Chapter-3: DATA NALYSIS & INTERPRETATION Chapter-4: SUMMARY OF FINDINGS Chapter-5: SUGGESTIONS & CONCLUSION Bibliography Sample Questionnaire Regional college of Management, Bhubaneswar Positioning of Tata Motors in Captive and Semi captive market “With the introducing of the TATA ACE ZIP the company will more comprehensively address the burgeoning need of public transportation and goods movement. Their quality, affordable pricing and competitive maintenance cost throughout the life cycle will further foster self- employment in the country” -Mr.PM Telang Managing Director India operations,Tata Motors Regional college of Management, Bhubaneswar Positioning of Tata Motors in Captive and Semi captive market Introduction Introducing to the topic Tata Motors Limited Company profile India’s 1st Largest Automobiles co ,exporter and R&D India’s 2nd Target Private sector co. Globally 5th Largest Bus & truck manufacture TATA MOTORS is well recongnised & has a distinct & cult edge of having India’s first largest automobile corporation and second target private sector corporation,which in terms of the world automobile market stands disntictly in the fifth position of bus and truck manufacturer. Tata Motors Limited is India's largest automobile company, with consolidated revenues of INR 123,133 crores in 2010-11. It is the leader in commercial vehicles in each Regional college of Management, Bhubaneswar Positioning of Tata Motors in Captive and Semi captive market 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 power trains. 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 Regional college of Management, Bhubaneswar Positioning of Tata Motors in Captive and Semi captive market 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