A Project Report ON “Consumer perception towards TATA ACE” Submitted to Punjab Technical University (PTU) JALANDHAR It is partial fulfillment of the requirement of award of “Master of Business Administration” (M.B.A.) Submitted by :- Project Guide : Shivani Class MBA,3 rd sem Roll. No.
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
A
Project Report
ON
“Consumer perception towards TATA ACE”
Submitted to Punjab Technical University (PTU) JALANDHAR
It is partial fulfillment of the requirement of award of “Master of Business
Administration” (M.B.A.)
Submitted by :- Project Guide:
Shivani
Class MBA,3rd sem
Roll. No.
Session 2010-20012
Satyam institute of management & Technology, Nakodar
CERTIFICATE
This is to certify that Ms Shivani of MBA 3RD semester of…………….. has completed her
project report on the topic of “Consumer perception towards TATA ACE ” under the
supervision of…………..
To best of my knowledge the report is original and has not been copied or submitted anywhere
else. It is an independent work done by him
PREFACE
Project work is something that every Management student should carry out seriously at any
organization irrespective of their topic they choose to do. This is a part of complete
management study and carrying out such a project work is required by the examination and
evaluation Department of different Universities necessary for the partial fulfillment of Master
of Business Administration.
Carrying and completing such a project work is not an easy task. One must be careful before
gathering the data required otherwise the very essence of the project will get lost in the
midway and the real and correct idea will remain unexposed before the reader.
I took my project in Marketing on Brand awareness of Tata ACE from Cargo Motors Pvt.
Ltd, Jalandhar. I had tried to compile the clear picture regarding the level of brand awareness,
measure to increase and retain the brand awareness, and the advertising and the promotional
tools effective for enhancing the awareness level of the potential customers.
The project has played a significant role in my life in gaining knowledge in marketing field.
ACKNOWLEDGEMENT
This project is a great opportunity to express my heartily thanks to those people who timely
supported me a long way in the completion of project report.
First and foremost, I would like to express my sincere thanks to S. Manmohan Singh,
(Assistant General Manager) and Mr. Surinder Singh Rana (Dealer Sales Manager) of
Cargo Motors Pvt. Ltd. Patel Chowk, Jalandhar for his kind guidance and valuable suggestion
for my project.
I acknowledge gratefully, the assistance and co-operation of the management and employees
of Cargo Motors Pvt. Ltd.
At the same juncture I would like to thank our DEAN MR.SHIV MODGIL for his kind co-
operation and valuable suggestions till the complete this project.
I also thank my Mentor Ms. Sheenu Nayyar the faculty of Marketing Management for
their valuable suggestions and dynamic guidance during the completion of the project.
I also express my sincere thanks and dedicate my work to my Parents & Family Members
who have been always a moral support and strong pillars at all walks of my life and at every
stage with a cheer enthusiasm.
DATE Shivani
DECLARATION
I hereby declare that this project report titled as “Customer perception about the TATA ACE
IN AN AROUND JALANDHAR AND PHAGWARA FROM CARGO MOTORS PVT.
LTD”. It has been prepared by me as part of my academics during the year 1st Jun 2010 to
17st Jul 2010 all working days. For
the partial fulfillment of degree of "Master of Business Administration", under the guidance
and supervision of our DEAN MR SHIV MODGIL
To the best of my knowledge and belief the matter presented in this report has not been
submitted earlier for the award of any degree to any university. This report is prepared by me
on my own efforts.
SHIVANI
TABLE OF CONTENTS
Certificate I
Preface Ii
Acknowledgement Iii
Declaration iv
CHAPTER NO. CHAPTER TITLE PAGE NO.
1 Introduction 1-20
2 Review Of Literature 21-26
3 Need, Scope And Objectives Of The Study 27-28
4 Statement Of The Problem
5 Research Methodology 29-32
6 Data Analysis And Interpretation 33-48
7 Findings Of The Study 49-50
8 Recommendations 51-52
9 Conclusion 53-54
References 55-56
Annexure
(a)Questionnaire 57-59
INTRODUCTION
INTRODUCTIONINTRODUCTION
The project is undertaken to measure the brand awareness level of Tata Winger Platinum in an
around jalandhar and phagwara, measuring the brand awareness level of a particular
company’s brand is of vital importance since it indicates the number of people who are aware
of a particular brand in a given period of time and it also highlights the effectiveness of the
different advertising or promotional tools used for the purpose.
Brand awareness is the consumers’ ability to recognize or recall (identify) the brand within a
given product category in sufficient detail to make a purchase decision. This also means that
the consumers can propose, recommend, choose, or use the brand. The objectives of most
advertising campaign are to create and maintain brand preference. The first step is to make
potential consumers aware of a brands’ existence.
One of the prominent goals of any business should be to build brand image and awareness of
its product, albeit in as cost – effective manner as possible. Consumer tends to make
purchasing decision based on peer recommendation and direct experience, as well
traditional advertising methods.
The project aims towards increasing the brand awareness since its one of the effective tool to
effect the final purchase decision and the volume of sales. I had used the topic to find out or
measure the brand awareness level among the customers and the ways to increase its
awareness.
In this project, I went into a search for details regarding the brand awareness of Tata Winger
Platinum and its acceptance rate and the promotion effectiveness.
The analysis was done with the help of the data collected through questionnaire taking the
sample size of 100 in an around Jalandhar and Phagwara. As the brand awareness is directly
associated with promotion strategy taken by the company its effectiveness is evaluated and the
steps to increase the awareness level of the customers are considered.
Therefore I have used various tools and techniques for the purpose of analysis of the data and
have tried to throw a clear light towards the level of brand awareness of Tata Winger Platinum
and the measures to increase its awareness and to evaluate the best media of communication
for the purpose.
CARGO MOTORS PVT LIMITED
Cargo Motors Pvt Limited, (CMPL) was established by late Shri Y.P. Nanda, founder
Chairman & Managing Director. He started his career in the Automobile Industry around 1948
and in 1959 seeing his enterprising abilities Telco awarded a Dealership to the Company for
Sales and Service of Tata Vehicles, for the remote area of Kutch at Gandhidham in Gujarat
and presently enjoys the honour of one of the prestigious and leading Telco commercial
vehicles and passenger car dealer.
Cargo Motors Pvt Limited, (CMPL) has been associated with Tata Motors for the last fifty
years. We commenced operations selling commercial vehicles in the Kutch region of Gujarat
after our Founding Chairman was awarded the dealership in 1959. Since then we have
expanded our territories into Punjab and Rajasthan and have a state-wide presence in Gujarat.
We are the largest selling dealer for Tata commercial vehicles and have also diversified into
passenger cars and construction equipment.
To support our existing main business of car dealership, Cargo Logistics was set up as a
venture into the car transportation business to maintain our leadership in selling maximum
numbers of Telco cars with focus on enhanced customer service with uninterrupted supply
chain. To leverage on the growing Indian economy and development of infrastructure, Cargo
Motors has added a new wing to its services “Integrated Transportation & Logistics Solution:
to focus on the demands and needs of the customer”. The company is also involved with
Chassis Transportation Ex. Pune & Ex. Tata Nagar. We are authorized transporters for TATA
Motors, Honda , The Vardhman Group, etc.
The New Wing is currently engaged in transportation of automobiles & also providing
complete logistics solutions across India for its prestigious customers. It has always moved
ahead with the paramount objective – to organize and streamline cargo transportation industry
in India. We value our clientele and always aim to provide world-class service and customer
satisfaction.
Cargo Construction Pvt. Ltd. was set up in 2005 and is the division dealing in TELCON
Construction equipment and spares. We are authorized dealers for TELCON’s full range of
products based in Delhi and The NCR.
The Cargo Group has also recently entered into the Hospitality sector in consortium with our
sister concern, Bharat Hotels Pvt. Ltd. We plan on opening a string of Business Hotels in the
major cities of Gujarat and Punjab in the next five years.
Our collective vision at The Cargo Group is to achieve the highest customer satisfaction &
delight.
VISION MISSION
To be a customer-oriented, multi-technology, multi-specialist transport system in Indian and
International markets, with a proven commitment to excellence in every facet of activity, and
the pursuit of value-based policies to satisfy the aspirations of society, customers, vendors,
employees and the entire Automobile and Transport Industry.
QUALITY POLICY
To achieve customer satisfaction by providing reliable cargo transportation services through
human resource development, technological up gradation, adherence to professional ethics and
quality operational systems.
OUR VALUE SYSTEM
To be a learning and growing company.
To be positive for attaining global standard in the quality of services we offer.
To have mutual trust, respect, open communication and transparency of action in all
spheres of activity.
To be a responsible, environment-friendly company and adopt latest technologies
available to reduce our Carbon Footprint.
To be a truly World-Class company.
BOARDS OF DIRECTORS
We are a professionally managed Company, where all the Directors take active part in Day to
Day Business / Operations leading a team of Professional Managers & Personnel, with a view
to achieve the goals and targets set by Principals.
For Cargo Motors Private Limited, future is always not only challanging but also promising
and exciting too. The Company is set to achieve new Horizons in its mission once the strategic
and plastic and electronic components for automotive and computer applications, and
automotive retailing and service operations.
SMALL COMMERCIAL VEHICLES
LOAD VEHICLES
TATA ACE
TATA 207
PASSENGER VEHICLES
TATA Magic
TATA Winger
The Tata Ace is a mini-truck (similar to Japanese Kei truck) launched in May 2005 by Tata Motors in
India. It is in competition with the prevalent three-wheeled goods carriers from Bajaj Auto, Piaggio,
Mahindra and Force Motors.
History
In December 2000 Girish Wagh was given a brief by Ravi Kant to create a new light truck line that would add to Tata's current truck range. It was to be economical and to take on the three wheeled cargo auto rickshaws in the Indian market. Based on this brief Wagh approached users of three wheel cargo rickshaws and got their feed back on Tata's future four wheel cargo vehicle. The feedback indicated the need for a economical vehicle that could take light loads over short distances. Additionally the feedback also revealed that future owners would prefer owning a four wheeler cargo vehicle for the perceived prestige it would offer over a three wheeled vehicle.
Launch and reaction
Tata Motors launched the Ace truck in May 2005 for just above Rs 2 lakhs. The new vehicle was a big hit selling 100,000 in just 20 months. As of May 2010 Ace sold 500,000 in just 5 Years which created history in commercial vehicles Currently this truck is only offered in a single colour, white, to save time in the paint shop. Tata is building a new factory that will be able to turn out 250,000 a year starting this month.
Tata Ace has created a new mini segment in India. Priced between 2.25 to 2.35 lakhs INR, the company aims to convert three wheeler users to 4 wheelers. One of the idea that has made the launch of this vehicle might be that the government policy in India not to allow HMVs (that are categorized by vehicles weighing above 3 tonnes) to enter cities after 7 p.m. to reduce traffic jams and pollution. TATA has found the gap in the market and released Ace. The 700 cc engine delivers a power of 16 hp (12 kW) at 3200 rpm and a torque of 3.8 m·kgf (37 N·m at 2000 rpm gives a tough competition to Piaggio's mini truck (3-wheeler). It has a permissible loading capacity of 750 kg (1650 lb). It also has a modern cabin compared to its three wheeler rivals. It is best suited for use by villagers in carrying goods over short distances. The project was headed and executed by Girish Wagh.
Manufacturing locations
The mini truck is now produced at the facility in Pantnagar, Uttarkhand although it was initially manufactured at Pune. The Tata Ace succeeded in creating an entirely new segment that competitors are known to be working on different models to compete against the Tata Ace.
A new higher variant Ace II has also hit the roads.
TATA has announced that their Mini Truck “Ace” has crossed the 1lakh units Sales in the Domestic Market in a Single Year 2009-10, selling 4 different variants.It is claimed that they are the first Commercial Vehicle to achieve this target in a Single Year.
“In 2009-10, the sales of the TATA Ace crossed the one lakh mark to reach 1,10,032 units. It has thus become India’s only goods commercial vehicle to achieve the milestone,” Tata Motors said in a statement.
The TATA Ace was launched in the Year 2005.
It recorded about 30,000 units sale in the year 2005-06, Sales increased drastically to more than double to about 70,000 units Sale in 2006-07,
Sales in 2007-08 was about 89,000 Units Sale,
A Slight decrease during 2008-09 to about 81,000 units.
And now at cool 1lakh plus units for the Year 2009-10.
TATA also exports to neighboring countries such as Nepal and Sri Lanka.
On parallel lines to Ace was created the TATA Magic in the year 2007.This has recorded a Sales of about 49,000 units during 2009-10 which was about 71% increase comparing to the previous year.
They have reported a Total sales of both Ace and Magic to be at 1,50,000 Units during 2009-10.
“The Tata Magic too is recording strong adoption in semi-urban and rural areas, and in 2009-10 its sales have touched close to 49,000 units, a growth of 71 per cent over the previous year,” the statement said.
VERSATILITY
The ACE can be conveniently used in cities as well as in rural areas. 12” tyres for the first time in its class give higher ground clearance and higher loading capacity – resulting in better performance on and off the road. The truck-like strength of the front and rear leaf spring suspensions coupled with the shock absorbers provide a smooth ride and great driving comfort. The rigid front axle is designed specially to weather Indian conditions. With a small turning circle of 8.6m, the ACE can be safely and easily navigated, both in narrow village streets and in dense city traffic.
The performance of the engine as well as the comfortable conditions for the driver allow the ACE to travel over 500 kms in a day. Low operating costs and the versatility offered through features like its flat, large loading area and small turning radius, give a fantastic opportunity to earn higher business revenue and higher profits, everyday. All this with big Tata reliability make the ACE the best business partner for one and all.
STYLE
Car-like interiors and numerous accessories allow you to ride in style
Engine start and stop with key
Styled dashboard with tray, digital clock, radio fitment provision, utility tray and clearly visible instrument cluster
Lockable glove-box for keeping valuable documents
Easily accessible hazard warning switch for emergency
Horn pad on steering wheel
Twin wiper for safe driving in rain
A spare wheel attached to the lockable swing frame at the rear
The 700cc engine delivers a power of 16 HP @ 3200 rpm and a torque of 3.8 mkg @ 2000 rpm. It is also eco-friendly and meets BS II and BS III standards. The water-cooled, twin -cylinder IDI engine has an overhead cam shaft, temperature sensitive cooling-system and rotary fuel injection pump, which together give high fuel efficiency and low-maintenance operation. This also translates to longer life and lesser downtime. With the lowest loading height of 675 mm, heavy loads can be conveniently placed in the load body. The 4-forward synchromesh +1 reverse gear box gives smooth gear shifting.
COMFORT
Several big and small features have been added to ensure comfort for the occupants, even on long rides. The fully-built sheet metal cab with doors, roof lining, floor mat for hear insulation and trims protect the occupants from rain, heat and cold. The ventillation ducts, winding door glass and rear windows ensure good ventilation and continuous air flow at leg and face level. Seats with soft cushion and back support ensure complete driving comfort.
Other Features:
- Sun visor for protection from direct glare
- Car like combi-switch with rotary switches for lamp and wiper control
- Control pedals, gear shift and parking brake ergonomically positioned for maximum comfort and easy access
- Higher door opening angle and low floor height for easy boarding
Designed and manufactured using high strength steel, the ACE meets all Indian safety norms - a novel feature in this class of vehicles. The ACE meets norms for frontal crash, roof crush, and rear wall strength - assuring the utmost safety of the driver and the co-driver. Seat belts are also provided for both occupants.
High braking performance is given through front disc brakes and rear drum brakes. Driving visibility is excellent through the large windscreen, window glasses, large overhead rear-view mirror and the large rear window. Large-sized, round headlamps with bright halogen bulbs provide excellent lighting for night driving. Reversing is made easy and safer with the help of a 2-box tail lamp with in-built reflector and the bright reverse lamp at the rear.
TATA ACE Bharat Stage II and III
ENGINE
Model : TATA 275 IDI NA BS-II (and BS-III)
Type : 4-stroke, naturally aspirated, indirect injection diesel engine
Max. Output : 16 hp @ 3200 rpm
Max. Torque : 3.8 mkg @ 2000 rpm
Displacement : 700 cc
Special Items : catalytic converter (only in BS III)
Brings distances closer. Takes your business further.
Be it a relaxing trip with the family to tourist destinations, airport transfers or transport of delegates to corporate conferences, the Winger Maxi Van makes a perfect choice.
This spacious van not only provides a smooth ride, but also helps passengers arrive at their destination feeling fresh and relaxed
»
Winger
Power : 90 HP @ 4300 rpm
Available in Right Hand Drive
Driveline – Engine
Model TATA 483 DL TCIC
TypeWater-cooled, indirect injection, diesel engine with crankcase breather & oil separator with relief valve
Max Engine Output 90 HP @ 4300 rpm
Max Torque 190 Nm at 2000 - 3000 rpm
Capacity 1948 cc
Emission Norms Euro III
Gearbox
Model Tata Minibus Gearbox. Synchromesh on all gears
No of Gears 5 Forward 1 Reverse
Suspension
TypeFront : Mc-pherson with strutRear: Parabolic leaf springs
Shock Absorber Hydraulic at front and rear
Frame
Monocoque structure
Brakes
Service BrakeVacuum assisted independent hydraulic brakes on front and rear through tandem master cylinder
Clutch
Type Single plate dry friction diaphragm type
207 DI EX
Designed for urban and rural use, the The 207 DI
EX allows easy and extra loading, and offers
better stability and handling to the customer.
Built to last, the new TATA 207 DI EX offers
higher fuel efficiency, rugged stronger
suspension, larger clutch, and better
maneuverability along with power steering for a
better ride. In all the TATA 207 DI EX is packed
with high safety and handling characteristics.
The Extra Edge in your business
» Click on the "Details" for more information
207 DI EX
Power : 63 HP @ 2800 rpm
Drive : Available in Right Hand Drive and Left Hand
Drive
Available in single and crew cab version
Driveline - Engine
Model TATA 497 SP 27
Type Water-cooled, Direct Injection, Diesel
Max Engine Output 63 HP @ 2800 rpm
Max Torque 180 Nm at 1500-2000 rpm
Capacity 2956 cc
Emission Norms Euro II / Euro III
Gearbox
Model GBS-76-5/4.1 with Overdrive Synchromesh on all gears
No of Gears 5 Forward 1 Reverse
Suspension
TypeFront : Double wishbone type with coil springs Rear: Semi elliptical leaf springs
Shock Absorber Hydraulic double acting telescopic type at front and rear
Frame
Ladder type cranked Frame with boxed section long members & welded cross members. Depth : 110 mm (max) width : 60 mm. Tow hooks at front and rear.
Brakes
Service BrakeVacuum assisted independent Hydraulic Brakes on Front and Rear through Tandem Master Cylinder.
Clutch
Type Single plate dry friction diaphragm type
Telcoline Petrol
Power : 135 HP @ 5630 rpm
Available in Left Hand Drive
Specification | Product shot
Driveline – Engine
Model TATA 486 PL 07
Type Water-cooled, gasoline multi point sequential fuel injection . 4 Valves / Cylinder
Max Engine Output 135 HP @ 5630 rpm
Max Torque 195 Nm at 3750
Capacity 2092 cc
Emission Norms Euro II
Gearbox
Model G-76 - 5/4.1 with Overdrive Synchromesh on All Gears
No of Gears 5 Forward 1 Reverse
Suspension
TypeFront : Double wishbone type with Torsion bar Rear: Semi Elliptical leaf springs
Shock Absorber Hydraulic double acting telescopic type
Frame
Ladder type cranked frame with boxed section long members & welded cross members. Depth : 110mm (max.) width : 60 mm (max.)
Brakes
Service BrakeVacuum Assisted Independent Hydraulic Brakes on Front and Rear Wheels Through Tandem Master Cylinder & Tandem Booster.