A PROJECT REPORT ONSUBMITED BY: Priya

Upadhyay Sangeeta Rajbonshi

Neha Gupta Beronica pariat

KBS Tata Motors

6/1/2013

2013

A study on the sales and marketing challenges with reference to KBS Tata Motors

A PROJECT REPORT ON

“A study on the sales and marketing challenges with reference to KBS Tata Motors”

SUBMITED BY:

Priya Upadhyay

Sangeeta Rajbonshi

Neha GuptaBeronica pariat

A report submitted in partial fulfilment

Of the requirement of

The BBA Program (The Class of 2011-2014)

ICFAI University Meghalaya

DECLARATIONBBA SEMSESTER IV

SUMMER PROJECT 2

1

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}

NEHA GUPTA {151110920067}

BERONICA PARIAT {151110920039}

Students of BBA Semester IV

The class of 2011-14

The ICFAI University Meghalaya

Shillong

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TABLE OF CONTENTS

Terms of Reference5

Preface6

Acknowledgment7

Executive Summary8

1 Introduction 9Study Area 10

Statement of the problem 10

Objectives 11

Limitations of the study 11

Methodology 12

Sources of data 12

2 Company profile 13Tata motors (group profile) 14KBS 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 19Chassis 20Engine 23Steering 25

4 Sales 27

Tata product knowledge 33

Process of sales 37

Promotion

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5 Marketing challenges as a new dealer 40

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

12 Approach 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

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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 completed.

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

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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

depending on their background, income capacity and choice of vehicle.

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.

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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 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.

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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 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

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.

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Chapter-1

INTRODUCTION

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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.

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 PROBLEMWe 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 greater scope to build itself to the extent that may make the company the

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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.

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

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.

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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

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.

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Chapter-2

COMPANY PROFILE

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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's commercial

and passenger vehicles are already being marketed in several countries in Europe, Africa, the

Middle East, South East Asia, South Asia, South America, CIS and Russia. It has

franchisee/joint venture assembly operations in Bangladesh, Ukraine, and Senegal. The

foundation of the company's growth over the last 68 years is a deep understanding of

economic stimuli and customer needs, and the ability to translate them into customer-desired

offerings through leading edge R&D. 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.

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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

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.

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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.

4. Rural B- the rural team B covers the area in the East Khasi Hills and 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.

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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 according to his

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.

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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 hatchback segment

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.

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Chapter-3

Main elements in a car

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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

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

What it is?

The ladder frame is absent, the body itself is the frame

What it Does?

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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

with the passenger area behind the rear seats.

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

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

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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 wheel drive or has an option of 4 wheel

drive

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.

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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.

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.

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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.

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.

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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 wheels

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

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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

ELECTRIC SYSTEM

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

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Chapter-4

SALES

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PRODUCTS AND ITS SPECIFICATIONS

NANO

Khushiyo ki chabhi

Dimensions 3099 mm (length)x 1495mm(width)x 1652mm (height)

Ground Clearance 180mm

Min.Turning circle radious 4m

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

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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 NORMS BS4 BS4

ENGINES Common Rail CR4 MPFi

Fuel type diesel Petrol

Emission Norms BS4 BS4

Displacement (cc) 1248 1368

Max. Power (PS@RPM)

90@4000 90@6000

Max. Torque 200Nm@1750-3000rpm 116Nm@4750 RPM

Tyre type/sizeRadial tubeless155/80 R13

Radial tubeless155/80 R13

Kerb weight 1080 980

Gross Vehicle Weight 1650-1660 1575-1595

Transmission C549, 5+1 speed manual gearboxSuspension 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 –hydraulicTurning radius 5.1 mBrakes Vacuum assisted independent dual circuit diagonal split. Hydraulic brakes

Front: ventilated brakes Rear: drum brakes

Wheels and Tyres Wheels: 5.5J x 15 Tyre: 185/60 R15 Tubeless RadialsSeating capacity 5Fuel tank capacity 44 L

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Indica eV2

DIMENSIONS:

Wheelbase: 2400 mm Width: 1665 mm

Height: 1485 mm Length: 3690 mm

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NEW

THE MOST FUEL EFFICIENT CAR IN ITS CLASS

Specification INDICA ev2 INDICA eV2 XETA INDICA V2

Variants L/LE/LS/LX GL/GLE/GLS/GLX L/LE/LS/LX

ENGINES Common Rail CR4 MPFi N.AFuel type diesel Petrol Diesel

Emission Norms BS4 BS4 BS3

Displacement (cc) 1396 1193 1396

Max. Power (PS@RPM) 70@4000 65.3@5000 53.5@55000

Max. Torque 140@1800-3000 99.9@2700 85@2500

Tyre type/sizeRadial tubeless155/80 R13

Radial tubeless155/80 R13

Radial tubeless155/80 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

Ground Clearance: 165 mm

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TYPE 2.2 L DICOR, BS4complaint with Dual Mass Flywheel

ENGINE DISPLACEMENT 2179 ccMax. Output 140PS@4000rpmMax. Torque 320Nm@1700-2700rpm

DIMENSIONS & WEIGHT Length (mm) 4780Width (mm) 1895Height (mm) 1780Wheelbase (mm) 2850Ground clearance(mm) 200Gross vehicle weight (kg) 2720Seating capacity 7 personsTurning Radius(m) 5.6

DRIVE Drive system 4x4 & 4x2SUSPENSION Front Independent double wishbone with coil

springRear 5 link suspension with coil spring

TRANSMISSION Type G-76-5/4.1 Synchromesh with overdrive.STEERING Type Rack and pinion with power assistanceBRAKES Front Ventilated disc brakes with twin pot

calliperRear Disc brakes

TYRES 235/65 R 17FUEL TANK CAPACITY 60 L

ARIA- The thunder of an SUV, the tranquillity of a sedan

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SIZE

MODEL GX EX LX CXENGINE 2.2 L 16 Value DOHC DICORCapacity cc 2179Max. Output (PS) at rpm 120@4000Max. Torque (Nm) at rpm 250@ 1500-3000GEAR BOX 5 speed,G-76- 4.1- Synchromesh with OverdriveSUSPENSION Front: Independent, Wishbone with coil Spring, Rear: Parabolic Leaf

springsSTEERING Power SteeringBRAKES Vacuum Assisted Independent ,Hydraulic, Front: Ventilated Disc Brake

with Twin Pot Caliper, Rear: Drum Brake, Auto Adjusting Type

TYRES 235/70 R 16TURNING RADIUS 180 mGROSS VEHICLE WEIGHT 2625 KgsFUEL TANK CAPACITY 65 LEMISSION NORMS BS3 & BS4SEATING CAPACITY 7-9

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MATTER

TATA SUMO

GRANDE DICOR

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

practices to follow, their efforts could be falling flat. The sales persons 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

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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

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.

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.

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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.

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.

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-

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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, companies would be stagnant and lack substantial growth because their brands would have low visibility in the market.

Significance

Promotion allows businesses to reach out to consumers using various forms of media,

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

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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 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.

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.

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february march april may june july0

5

10

15

20

25

30

35

2

1113

19

2932

Physical delivery chart

The above graph shows the delivery made during various months. We can see that the

sales have been progressing month by month

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Chapter-5

Marketing challenges as a new dealer

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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 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.

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Chapter-6

KBS Motors finance & insurance

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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

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

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INSURANCE SERVICE

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

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.

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Chapter-7

Service of

KBS Motors

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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

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Chapter-8

Tata Pixel

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TATA PIXEL

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.

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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

in rotating the vehicle. The mechanism pulls outer rear wheel forward and pushes 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

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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

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

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Key

Specification

s

1.2 L three-cylinder turbocharged diesel engine, 4-speed

transmission, 65 hp power at 5250 rpm, 48 Nm torque at 3000 rpm,

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.

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.

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Chapter-9

Manufacturing of

TATA vehicles

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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

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

Engine assembly shop, capable of supplying up to 200 engines per day

Modern testing facilities

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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

Motors to introduce new products and improve existing ones without resorting 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

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)

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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

automated lines have been benchmarked with the best in the world.

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,

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

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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.

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.

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.

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Chapter-10

SUBSIDIARIES

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Subsidiaries WebsitesJaguar Land Rover www.jaguar.com,

www.landrover.com

Tata Daewoo Commercial Vehicle Company Ltd. (TDCV) www.tata-daewoo.com

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.

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Chapter-11

Tata & Jaguar &

Land Rover

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Jaguar Land Rover

Automotive PLC is a

British multinational automotive company

headquartered in Whitley, Coventry, United

Kingdom. It is a wholly owned subsidiary of the

Indian Tata Motors group, itself a subsidiary of

the Tata Group. Its principal activity is the

development, manufacture and sale of vehicles

bearing Jaguar and Land Rover, including Range

Rover, marques. Tata Motors is now in the luxury

car and truck business—finally—with a signed

agreement to buy the Ford Motor Company’s

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Type Public limited company

Industry Automotive

Founded 2008

Headquarters Whitley, Coventry, United Kingdom

Key people Cyrus P. Mistry(Chairman)

Dr Ralf Speth (CEO)

Products Automobiles

Revenue  £15.784 billion (2013)

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

Jaguar and Land Rover brands for $2.3 billion.

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Current Jaguar products

Jaguar XF  – executive car

Jaguar F-Type  – sports car

Jaguar XK  – grand tourer

Jaguar XJ  – luxury car

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

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Chapter-12

APPROACH

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True to the tradition of the Tata Group, Tata Motors is committed in letter and spirit to

Corporate Social Responsibility. It is a signatory to the United Nations Global Compact, and

is engaged in community and social initiatives on labour and environment standards in

compliance with the principles of the Global Compact. In accordance with this, it plays an

active role in community development, serving rural communities adjacent to its

manufacturing locations.

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.

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

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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 the performance

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.

.

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Chapter-13

Resource Sustainability

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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

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

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participating in Government consultations to ensure the Indian scrap car infrastructure is

developed to meet sensible environmental standards from the outset.

Chapter-14

POLICIES

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POLICIES

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Chapter-15

MILESTONE

2013

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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

milestones in the Company's journey towards excellence and leadership.

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

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Chapter-16

SWOT

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Being a new dealership is one of the weaknesses for KBS Motors as most of the people are unaware of it.

KBS Motors doesn’t deal with heavy vehicles.

People have a misconception that TATA vehicles are meant only for commercial use.

Unavailability of vehicles in the range of 2-3 lakh, 3-4 lakh and 4-5 lakh when compared to other automobile dealers.

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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.

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 different areas of the city is also a strength as it helps the people from different corners to know about KBS

NANO, the world's cheapest car presently is the biggest strength of TATA MotorsMain concern of KBS is not only customer satisfaction but also customer delight which again proves to be strength for the company as it helps them in retaining their customers

76

STRENGTH

WEAKNESESS

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Being a new dealership, it has the opportunity to capture the market and prove itself better than its co-dealer.

KBS has the opportunity to capture the commercial market in the city.

The marketing of KBS can help the firm in attracting the people for buying its vehicles.

The firm by giving better servicing can also help in getting the customers.

High competition among the different

automobile dealership in the

city.

Misconception among the

people about the performance of

the TATA vehicles that it is not up to

the mark.

Prices of KBS cars is slightly more

when compared to its co-dealer.

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OPPORTUNITIES

THREATS

Chapter-17ANALYSIS

&

INTERPRETATION

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50%

30%

15%

5%

1.1 OCCUPATION

business

public sector

private sector

others

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.

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15%

60%

25%

1.2 INCOME LEVEL

less than 1 lakh

1-3 lakh

more than 3 lakh

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.

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12%

42%

16%

10%

10%

6%4%

1.3 MODEL of the vehicle

Nano

Sumo

Indica

Indigo

Manza

Safari

Vista

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.

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72%

28%

COMMERCIAL USE

PRIVATE USE

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.

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18%

15%

68%

1.5 DISTANCE TRAVELLED ON A DAILY BASIS

LESS THAN 30 Kms

30-70 Kms

MORE THAN 70 Kms

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.

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21%

53%

13%

13%

1.6 Factors influencing buying decision

AFFORDIBILTY

PERFORMANCE

STYLE

OTHERS

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.

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11%

61%

27%

KBS Motors

MODRINA

OTHERS

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.

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12%

44%

29%

15%Advertisement

friends / relatives

sales representative

others

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.

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3%10%

13%

38%

38%

State Bank of India

Mahindra finance

Tata Finance

self finance

others

1.9 From where did you take the finance for the vehicle

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.

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24%

76%

yes

No

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.

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20%

40%

30%

10%

1.11 Where do you take your car for servicing

KBS servicing centre

Modrina

Local garages

others

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.

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1 2 3 4 5 60

10

20

30

40

50

60

1.12 Rate your satisfaction level: please tick the appropriate option.

EXCELLENT

GOOD

AVERAGE

BAD

WORST

The above graph represents the parameters rated by the customers as per 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

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Chapter-18Findings

&

Recommendations

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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

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

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RECOMMENDATIONS

Should work on promotion

Introduce heavy vehicles

Increase parking space

Try to extend the service station

Try to provide Venture, Winger

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Chapter-19Conclusions

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

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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

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.

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Chapter-20

Annexure -1

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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

on the industry to maintain, and even reduce, vehicle price. The automotive 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.

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5) To gather information about the various passenger cars.

6) To study in detail about NANO , INDICA & ARIA.

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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Chapter-21

Annexure -2

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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

Details of the vehicle:

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) Affordable 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: ………………

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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

L) Where do you take your car for servicing?

1) KBS Servicing Centre 2) Modrinaothers…………………………

M) Rate your satisfaction level: please tick (√ ) the appropriate option

PARAMETERS Excellent Good Average Bad WorstCONVIENIENCE OF THE SERVICING CENTRE

SERVICE PROVIDED

CUSTOMERS’ HANDLING

CUSTOMERS ADVISOR’S INTERACTION

PRODUCT DELIVERY

FEATURES OF THE CAR

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

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Chapter-22

Bibliography

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www.tatamotors.in

Information from the dealership

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