TATA Marketing

8/12/2019 TATA Marketing

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RESEARCH PROJECT REPORT

ON

SALES PROMOTION TATA MOTORS

For The Partial Fulfillment of

Master of Business Aministration

At

!"#!$!"#%

S&BMITTE' TO ($ S&BMITTE' B)($

Mr* S*M* Hussain Praee+ )aa,

MBA I- Semester

Lakshmi Narain Academy Of ManagementLNAM), Gwalior

1


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DECLARATIONThis is to declare that the Research Project Report has been accomplished by me

and being submitted in partial fulfillment of requirement for the award of the

degree of master of business administration from lakshmi narain academy of

management lnam Gwalior.

'ate( Praee+ )aa,

Pla.e( MBA I- Semester

2


3/33

ACKNOWLEDGEMENTt is great pleasure for me to put on record my appreciation and gratitude towards

!"#$%& '"R"' "(")*&+ ,- &"'"G*&*'T !'"& G"!,R. &y

special thanks to my respected director Mr* S*M* Hussain for her /aluable

support and suggestions for the e0ecution of Research Project Report. thank her

for the right direction and pro/iding inputs for the completion of my summer

training project.

'ate( Praee+ )aa,

Pla.e( MBA I- Semester


4/33

(,'T*'T$

ntroduction

'eed for the $tudy

!iterature $ur/ey

Research &ethodology

"nalysis of the $tudy

-indings and suggestions

ibliography

"ppendi0

3


5/33

'TR,)4(T,'

Sales

$ales representati/es of the company are acti/e in collecting orders from dealers. The

orders will be taken for a week5 fortnight or monthly and e/en sometime quarterly.

The orders depend on the sales of the dealer. n case of dealer needs immediately

requirement of any good he can call him up and mail to the representation and the dealer may get

the goods as early as possible.

PRO'&CT MI/(

The "sian *arth mo/ers dealing with 6( products such as *0ca/ator5 ackhoe !oaders5wheel loader /ibratory roller and (ranes5 !iftal etc.

PRICE MI/(

The dealers do not take acti/e part in pricing the product as the company itself does the

pricing. The company fi0es the ma0imum retail price 7&RP8 so the dealer need not add any local

price list by the company.

PROMOTION MI/(

"sian *arth &o/ers do not take any promotional acti/ity because the makes this task

easier with /arious promotional strategies like ad/ertisement in newspaper5 maga9ines5 tele/ision

and internet.

'ISTRIB&TION MI/(

The distribution aspect of the company is /ery simple the dealer needs to place an order

with the representati/es and get the deli/ery of the goods.

The "$"' *"RT% &,:*R$ also ha/e sub dealers who purchase the product in bulk it

enables that can distribution the product easily.

SALES(

;


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The dealers sell the goods on cash basis facility are gi/en. "s cash and carry system is

followed there are no bad debts for the firm and the dealer need not spend or make e0penses on

collection of depts.

ACCO&NTIN0 S)STEM(

"ccounting system is maintained as per rules and regulations5 laid down by the go/t. still

they ha/e maintaining separate ranch "

dealer.

COMPETITORS(

The main competitors to the firm are Tata %itachi5 (aterpillar5 !?T5

Tere0/ectra.

2*% SER-ICE PRO-I'E' B) THE 'EALER

-ree check>up of 6(=s up to the warranty period

They gi/e standby facilities of 6(=s to their customer also

They arrange for a free ser/ice check>up camp in their campus for their customers.

f any 6(=s has manufacturing defects the dealer will mmediate replace within a less

time.

2*2 PROBLEMS FACE' B) THE 'EALER(

The company takes much time for replacement of any defect 6(=s.

'o promotional acti/ity>is permitted by the company to the dealer.

'ot gi/en a credit facilities which they were get first.

@


7/33

The margin is also low where compare to required margin.

)istrict has rich natural resources like lime stone5 manganese etc.5 district has traditional

artisans engaged in wool wea/ing5 silk wea/ing and handicraft. (hallakere taluk of the district is

popularly known as oil centre of #arnataka5 since rood many number of oil mills5 sol/ent

e0traction plants are located. The district has good number of training centers and network of

"P&(s for items like5 ground nuts5 mai9e5 sunflower5 areca nut and oil seeds> )istrict has good

yield of coconut and us such number of coir industries are located district has other industries ke

cotton plant5 cotton ginning etc. )istrict has number of traditional silk wea/ing artisans and wool

wea/ers.

2*3 ECONOM) AN' INFRASTR&CT&RE

(hitradurga district has a geographical area of A5 AB5AB2 hectares. The area co/ered by

forest is A@5@3@ hectares The total culti/ated land is 35225;A3 hectares and non culti/atable land

including barren land of 2;53B hectares5 is A@5@3@ hectares 7C8 in the year 2BB1 DB2 out of the

total culti/ated land5 irrigated land is AB5;BB hectares.

-arming >>>>>>>>>>>>> C :ani:illas )arn partial tanks and tube wells are the sources of irrigation.

Tower5 Ragi5 (oconut.

"nd areca nut plantations are the main plantations $ugar cane5 oilseeds5 onion5 mulberry5

plants are important commercial crops %orticulture5 $ericulture5 and animal husbandry are other

acti/ities carried out in addition to agriculture which is a main occupation. There are no of large

scale industries. &edium scale cottage and /illage industries are the important industries table

gi/es details about the agriculture industry infrastructure computed by high power committee for

redressed of regional imbalances appointed by the go/ernment of #arnataka under the

chairmanship of )r. ).&. 'anjundapa the economist.

2*4 S5OT $ ANAL)SIS OF THE 'ISTRICT

The $,T analysis is an e0tremely useful tool for understanding and decision>making for all

sorts of situations in business and organi9ations. $,T is an acronym for $trengths5

eaknesses5 ,pportunities5 and Threats. nformation about the origins and in/entors of $,T

A


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analysis is below. The $,T analysis headings pro/ide a good framework for re/iewing

strategy5 position and direction of a company or business proposition5 or any other idea

A6 STREN0TH

18 !ocation ad/antage of 'ational %ighway 'o 3 and 'ational %ighway 'o 1

E


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F


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1B


11/33

NEE' FOR THE ST&')

These days it is /ery clear that market is ha/ing drastic changes and all the companies are acting

according to it because to sur/i/e in the market and this should be achie/ed by studying about

the customer options and analy9ing their future requirements.

This study is definitely going to help to analy9e the customer and can take necessary steps for the

impro/ement of the ser/ices by the company.

ecause customers are the real ad/ertisement for any product so the company should be inposition to meet the customer requirements and also should maintain the (4$T,&*R

RELATIONSHIP*

T"T" &,T,R$ is not only concerned with selling of their products they also concerned with

pro/iding ser/ice to the customers after selling. $o there is necessity for the company to find out

the satisfaction le/el of the customers5 at different le/els in the company. hich help the

organi9ation to find out the ways in impro/ing the ser/ices being pro/ided to the customers5 To

increase the satisfaction le/el in them.

11


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LITERAT&RE S&R-E)

Com+an7

Name

O8ner

Name

Aress Cont*no No* of

HC-

HC-

.om+an7

name

TATA AL

&ahalakshm

i grained

$anjay singh #anpur

T.P.'"G"R

2 2

undelkhan

da grained

&r. tiwari #anpur

T.P.'"G"R

$ingh stone 4dai raj

singh

#anpur

T.P.'"G"R

2 1

$ur/anshi

grained

Gyan singh #anpur

T.P.'"G"R

1 B 1

&a mansha

stone mill

Ghappal

singh

#anpur

T.P.'"G"R

2 2

'ew jaiambe stone

mill

#alyansingh #anpurT.P.'"G"R

; ;

hanu

grained

#andhilal

yada/

#anpur

T.P.'"G"R

; 2

12


13/33

'ew

peetambra

crusher mill

#ailash #anpur

T.P.'"G"R

2 2

#alka sone (hhote

bhaiya

#anpur

T.P.'"G"R

2 2

Garima

stone mill

&anoj singh #anpur

T.P.'"G"R

1 1

$hri siriya $umesh

bharadwaj

#anpur

T.P.'"G"R

1 1

Ganesh

shahu stone

$anjay #anpur

T.P.'"G"R

1 1

+ashoda

grained

#anpur

T.P.'"G"R

2 2

'ew samata anshidhar #anpur

T.P.'"G"R

1B 1B

$amata

grimed

(hhote raja #anpur

T.P.'"G"R

11 B11

:ishan

crusher

:ineet shahu #anpur

T.P.'"G"R

12 12

$hobha

p/t.ltd

Rajee/ singh #anpur

T.P.'"G"R

(. grained Rajee/ singh #anpur

T.P.'"G"R

E E

#abrai

grained

+ogendra #anpur

T.P.'"G"R

2 2

#umar

grained

#anpur

T.P.'"G"R

; ;

1


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&allikarjun

gioresources

"mit joshi #anpur

T.P.'"G"R

2 2

ajrajgbali

grained

G.& tripathi #anpur

T.P.'"G"R

2 2

".(

kanchchal

grained

&oti

kanchchhal

#anpur

T.P.'"G"R

'eha

grained

&oti

kanchchal

#anpur

T.P.'"G"R

1 1

$harda ma

grained

,mprakash #anpur

T.P.'"G"R

2 B 2

ndia

grained

$hrikandhi

yada/

#anpur

T.P.'"G"R

1 1

Trimurti

grained

hag/at

prashad

#anpur

T.P.'"G"R

3 3

#amal

gramodhyog

sansthan

$anjee/

kumar

#anpur

T.P.'"G"R

3 3

$hahu stone

mill

$anjay shahu #anpur

T.P.'"G"R

; ;

Ganesh

stone mill

$anjay shahu #anpur

T.P.'"G"R

A A

:arshi stone

mill

&o.

:asheem

#anpur

T.P.'"G"R

E E

'ew samrat

stone

crusher

$hahjad bhai #anpur

T.P.'"G"R

1 1

$hrisamrat Go/ind

sharan

#anpur

T.P.'"G"R

; ;

13


15/33

:idhya

grained

"jay dubey #anpur

T.P.'"G"R

@ @

Prasad

grained

#anpur

T.P.'"G"R

; ;

harat

grained

#anpur

T.P.'"G"R

22 2B 2

Gangaji

stone mill

#anpur

T.P.'"G"R

&a shakti

stone mill

#anpur

T.P.'"G"R

2 2

Rai associate Rajnath ray #anpur

T.P.'"G"R

@ @

"darsh

grained

Raun agra/al #anpur

T.P.'"G"R

1 1

Pandey

grained

gopal pandey #anpur

T.P.'"G"R

2 2

&ahalaksmi #anpur

T.P.'"G"R

2 2

$hankar

stone mill

Prana/

tripathi

#anpur

T.P.'"G"R

3 2 2

"kash

grained

)e/endra

tiwari

#anpur

T.P.'"G"R

; ;

PitaPG)&r

grained

)e/endra

tiwari

#anpur

T.P.'"G"R

; ;

$undram

stone mill

#esha/

babau

#anpur

T.P.'"G"R

3 1 ;

1;


16/33

,m harihar

grained

)e/endra

dubey

#anpur

T.P.'"G"R

; ;

c./ granied #anpur

T.P.'"G"R

; ;

#rishna

grained

#ishor kumar #anpur

T.P.'"G"R

"rchana

grainied

"jeet singh #anpur

T.P.'"G"R

$mata

grained

&aoj singh #anpur

T.P.'"G"R

; ;

6ai shakti

mill

#alyan singh #anpur

T.P.'"G"R

3 3

6ai lakmi

stone mill

#alyan

singh

#anpur

T.P.'"G"R

1 1

6ai jagat

bandhu

krusher

rijraj singh #anpur

T.P.'"G"R

; ;

$onu

grained

"mit singh #anpur

T.P.'"G"R

FEFA;2

3AF

1 1

Ra/i grained :ineet shahu #anpur

T.P.'"G"R

FF;1@A

B@

; ;

&a sharda

associate

,m prakash #anpur

T.P.'"G"R

3 3

#/ industry $yam singh #anpur

T.P.'"G"R

2 2

1@


17/33

6ai ma kalka

grained

pachparha

raod kabrai

)inesh

(handra

agrawal

#anpur

T.P.'"G"R

3 3

Gopal

grained

mochipura

Gopal singh #anpur

T.P.'"G"R

2 2

6ai kalshaha

stone mill

#anpur

T.P.'"G"R

2 2

Radhesyam

sone mill

Go/indashara

n gupta

#anpur

T.P.'"G"R

; ;

$hri sai

stone

crusher

#esha/ babu #anpur

T.P.'"G"R

2 2

$hi/aji

grained

#anpur

T.P.'"G"R

2 2

"grawal

stone mill

"lok kumar #anpur

T.P.'"G"R

; ;

Guddu stone

mill banda

Guddu bhai #anpur

T.P.'"G"R

; ;

"dil stone

mill

adil #anpur

T.P.'"G"R

2 2

,m jagdish

crusher mill

"bhishek #anpur

T.P.'"G"R

2 2

1A


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RESEARCH METHO'OLO0)

INTRO'&CTION (

The first and foremost step in the research process consists of problem identification. ,ne the

problem is definedH the ne0t is the research design becomes easier. The research design is the

basic framework5 which pro/ides guideline for the rest of the research process. The research

design specifies the methods of data collection and analysis.

Colle.tion of Primar7 'ata(

(ommunication and obser/ation are the two basic means used by me for collecting primary data.

(ommunication in/ol/es questioning the respondents to secure the desired information by using

data collection instrument called IJuestionnaire=. The questionnaire used in my study is

consisting of closed>end questions and one open ended question.

Close$en 9uestions(

-i0ed alternati/e questions are used in the questionnaire. This consists of

". )ichotomous JuestionsK The respondent is gi/en a choice between only two

alternati/es.

. &ultiple>choice JuestionsK The respondents are gi/en a set of alternati/es to answer.

O+en$ene 9uestion(

The customers are asked to gi/e suggestions to impro/e the ser/ice in the form of open>

ended question at the end of the questionnaire.

1E


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II* Colle.tion of Se.onar7 'ata(

nternal and e0ternal secondary data is collected for the purpose of study. nternal secondary data

is collected within the company. This data includes company records5 pre/ious research reports

and other rele/ant information.

*0ternal secondary data is generated from outside. This data includes publications5 go/ernment

records and nternet etc.

III* Sam+lin: Pro.eure(

Sam+le Si;e( 1BB

Sam+lin: Pro.eure( $imple random sampling approach has been adopted.

I-* Moe of .ommuni.ation(

There arethree different methods of communications used by me.

1. Personal inter/iew

2. Telephone inter/iew

. &ail inter/iew

"mong the three personal inter/iew is the most /ersatile and fle0ible mode of communication.

$o the personal inter/iew was more frequently for the study.

1F


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ANAL)SIS OF THE ST&')

Statisti.al anal7sis(

)ata analysis and interpretation are necessary ingredients to make the primary data

obtained useful for tacking effecti/e strategic mo/es. The primary data5 which has been collectedby sur/ey using a structural questionnaire5 has been systematically organi9ed5 tabulated and

edited5 so as to properly analy9e and achie/e the objecti/es.

2B


21/33

#* 5hat mae 7ou to

1. &odel 2 2

2. Price 1 1

. Juality 21 21

3. rand 'ame 2F 2F

;. ,ther enefits 13 13

#"" #""

Inference :

2FC of the customer=s opted Tata /ehicle basing on the brand name5 2C basing on the model5

21C basing on the quality5 13C basing on other benefits and 1C basing on the price. The brand

name of the T"T" and quality of product should be taken care of while pro/iding ser/ice.

CHART ? #

21

23

13

21

29

14

05

10152025

3035

Model Price Quality BrandName

OtherBenefitsNo.ofRespondents

Reason for buying TATA Vehicle

Model

Price


22/33

!* Are 7ou satisfie a


23/33

S* No* Features No* of Res+onents >

1. )elighted 12 12

2. :ery satisfied B B

. $atisfied 32 32

3. $omewhat dissatisfied 3 3

;. :ery dissatisfied > B

@. 'o response 12 12

#"" #""

Inference :

32C of the customers are satisfied by the reception of the sales personnel at the time of enquiry5

BC are /ery satisfied5 12C are delighted so the sale personnel are performing their task quite

efficiently. "lso there are 3C customers that are somewhat dissatisfied and 12C had not

responded to the abo/e question.

CHART ?

%* Are 7ou satisfie 8ith the time taen to o+en the Do< .ar 8or orer6*


1. )elighted 2 2

2

12

30

42

4

0

12

0

5

10

15

20

25

30

35

40

45

eli!hted "ery satisfied #atisfied #ome$hatdissatisfied

"erydissatisfied

No res%onse

No.ofRespondents

Satisfaction Level

eli!hted

"ery satisfied

#atisfied

#ome$hat dissatisfied

"ery dis satisfied

No res%o nse


24/33

2. :ery satisfied 33 33

. $atisfied 2; 2;

3. $omewhat dissatisfied E E


#"" #""

Inference :

33C of the customers are /ery satisfied by the time taken to open the job card5 2;C are

satisfied5 2C are delighted and EC are somewhat dissatisfied.

2* Are 7ou satisfie 8ith the re.e+tion of the ser,i.e a,isor=

23

23

44

25

&

00

5

10

15

20

25

30

35

40

45

50

eli!hted "ery satisfied #atisf ied #ome$hatdissatisfied

"ery dissatisfied

No.ofRespondents

Satisfaction Level

eli!hted

"ery satisfied

#atisfied


"ery dissatisfied


25/33


1. )elighted 11 11

2. :ery satisfied ;B ;B

. $atisfied B B

3. $omewhat dissatisfied F F


#"" #""

Inference :

"s we see that @1C of the customers are more than just satisfied by the reception of the ser/ice

ad/isors5 thus the ser/ice ad/isors are performing their duties with perfection5 there are only FC

customers that are somewhat dissatisfied from ser/ice ad/isors.

3* Are 7ou satisfie 8ith the fa.ilities of the ser,i.e station lie .ustomer 8aitin: room

et.*


1. )elighted 1 1

2;

11

50

30

9

00

10

20

30

40

50

'0


"ery dissatisfied

No.ofRespondents

Satisfaction Level

eli!hted

"ery satisfied

#atisfied


"ery dissatisfied


26/33

2. :ery satisfied B B

. $atisfied ;1 ;1


;. :ery dissatisfied 2 2

#"" #""

Inference :

;1C of the customers are satisfied by the facilities of the ser/ice station5 BC are /ery satisfied5

the /aluable suggestions can be taken from the unsatisfied customers to impro/e the facilities.

4* Are the ser,i.es

1. +es E; E;

2. 'o 1; 1;

#"" #""

2@

&

30

51

11

00

10

20

30

40

50

'0

eli!hted "ery satisfied #atisf ied #ome$hatdissatisfied "ery dissatisfied

No.ofRespondents

Satisfaction Level

eli!hted

"ery satisfied

#atisfied


"ery dissatisfied


27/33

Inference:

E;C of the customer=s say that the ser/ice is being attended correctly to rele/ant

complaint. here as 1;C feel that the ser/ice is not attended correctly to rele/ant complaint.

G* Are 7ou satisfie 8ith the solutions to all the +ro


28/33

Inference :

3BC of the customers are /ery satisfied with the solutions to all the problems reported by

them5 3C are satisfied5 1@C are somewhat dissatisfied5 @C are delighted and 3C are /ery

dissatisfied. Thus 2BC of the customers are not totally satisfied with the solution for their

problem thus the ser/ice ad/isor has to pro/ide most satisfactory solution.

* Are 7ou satisfie 8ith the eli,er7 mae i*e* is the eli,er7 mae in time as +er the

.onitions esire

1. )elighted 1B 1B

2. :ery satisfied

. $atisfied 3 3

3. $omewhat dissatisfied 1F 1F

;. :ery dissatisfied 3 3

#"" #""

Inference :

2E

'

40

34

1'

4

0

5

10

15

20

25

30

35

40

45


"ery dissatisfied

No.ofRespondents

Satisfaction Level

eli!hted

"ery satisfied

#atisfied


"ery dissatisfied


29/33

3C of the customers are satisfied with the deli/ery made from the ser/ice station5 C

are /ery satisfied5 1FC are somewhat dissatisfied5 1BC are delighted and FC are /ery

dissatisfied.

#"* Are 7ou satisfie 8ith the e@+lanation of Do< one an

1. )elighted 1B 1B

2. :ery satisfied 31 31

. $atisfied A A



#"" #""

Inference :

31C of the customers are /ery satisfied with the e0planation of job done and bill at the

time of deli/ery5 AC are satisfied5 12C are somewhat dissatisfied and 1BC are delighted.

2F

10

33 34

19

4

0

5

10

15

20

25

30

35

40


"ery dissatisfied

No.ofRespondents

Satisfaction Level

eli!hted

"ery satisfied

#atisfied


"ery dissatisfied


30/33

FIN'IN0S

3C of the customer pre/iously not used any /ehicle5 2@C used some other /ehicle5 2C

used maruthi5 FC used mahindra and EC used Toyota.

2FC of the customer opted Tata /ehicel basing on the brand name5 2C basing on the model5

21C basing on the quality5 13C basing on other benefits and 1C basing on the price.

3;C of the customers are satisfied about the e0planation about the benefits5 features5 etc.5 at

the time of purchase5 2AC are /ery satisfied5 12C /ery satisfied5 12C are somewhat

dissatisfied5 3C are delighted and 12C had not responded to the abo/e question.

B

10

41

37

12

00

5

10

15

20

25

30

35

40

45


"ery dissatisfied

No.ofRespondents

Satisfaction Level

eli!hted

"ery satisfied

#atisfied


"ery dissatisfied


31/33

32C of the customers are satisfied by the reception of the sales personnel at the time of

enquiry5 BC are /ery satisfied5 12C are delighted5 3C are somewhat dissatisfied and 12C

had not responded to the abo/e question.

;BC of the customers are /ery satisfied by the reception of the ser/ice ad/isor5 BC are

satisfied5 11C are delighted and FC are somewhat dissatisfied.

33C of the customers are /ery satisfied by the time taken to open job card5 2;C are satisfied5

2C are delighted and EC are somewhat dissatisfied.

3@C of he customers are satisfied by the attitude of the ser/ice personnel5 2EC are /ery

satisfied5 13BC are somewhat dissatisfied5 11C are delighted and 1C /ery dissatisfied.

;1C of the customers are satisfied by the facilities of the ser/ice station5 BC are /ery

satisfied5 11C are somewhat dissatisfied and EC are delighted.

AC of the customers say that they are being informed if any e0tra job is required to their

/ehicle. here as 2AC of the customers are not informed about the e0tra job required for

their /ehicle.

E;C of the customer=s say that the ser/ice is being attended correctly to rele/ant complaint.

here as 1;C feel that the ser/ice is not attended correctly to rele/ant complaint.

3BC of the customers are /ery satisfied with the solutions to all the problems reported by

them5 3C are satisfied5 1@C are somewhat dissatisfied5 @C are delighted and 3C are /ery

dissatisfied.

;C of the customers are /ery satisfied with the quality of washing5 2AC are satisfied5 12C

are delighted5 AC are somewhat dissatisfied and 1C is /ery dissatisfied.

S&00ESTIONS

Prompt deli/ery of the /ehicle should be made.

Top priority must be gi/en to ta0es and long distance /ehicles then local /ehicles.

-acilities like "


32/33

" separate phone must be made a/ailable to deal with customers to inform them whether the

ser/ice station is ready to accept their :ehicles for ser/ice

The organi9ation must appoint persons to deal with the customers in phone and to e0plain the

customers about the job done at the time of deli/ery.

$helter must be their while going through job card.

The organi9ation must instruct the workers not only to considers the job card they must also

go through the /ehicle and if they find and things e0tra jobs to be done them they must

inform the owner and they must entire it in job card and then go through the work.

!abour charges should be decreased

$er/ice reminders should be sent regularly

illing should be made faster.

Bi


33/33

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