A Feedback survey of customers of scv & Promotion of TATA
Super ACE for captive users
Submitted toIndian Institute of Planning and ManagementNew
Delhi
Masters In Business Administration July-Sept 2010-12Under the
Guidance ofMr Amarendra Jha
For the Summer Internship atTATA MOTORS
Submitted by Suraj Kumar
CONTENT
Serial No Topic
Page No.
Evaluation Report Certificate Of Originality Acknowledgment
Executive Summary Industry Profile Introduction Organisation
Profile Product Introduction
EVALUATION REPORTSUMMER INTERNSHIP 2010-12
Name of the Student:Suraj KumarYear and Roll No:2010-2012
Fk1Name of the Company:TATA MOTORS LIMITEDName of the training
Supervisor:Amarendra JhaDesignation of the training
supervisor:Territory Sales Manger CVBU-SCV-Cargo (sales)Area of
Training:Jamshedpur(Tatanagar,Jharkhand)
Certificate of Originality
This is to certify that the Summer Project titled A Feedback
Survey Of Customers of SCV & Promotion Of Tata Super Ace for
Captive Users is an original work and is being submitted in partial
fulfillment for the award of the Masters in Business
Administration. This Summer Project report has not been submitted
earlier either to this university or to any other affiliated
college of this university or to any other university / institution
for the fulfilment of the requirement of the MBA Course.
Signature of StudentSuraj KumarPlace:JamshedpurDate: 15th Sept
11
ACKNOWLEDGEMENT
Learning is a continuous process; the more you learn the more is
there to learn. In this learning process you meet several people of
the universe, and each and every person gives you something to
learn, which all pile up together to become an experience.
So in the same manner, I got to learn a lot during my Summer
Internship Project. At this moment of substantial enhancement of my
knowledge, I find no word to express my gratitude towards those who
helped me directly or indirectly in making this report successful.
I am indebted and thankful for the assistance received from various
individuals, specially the respondents who supported me by
answering my questions without any hesitation. They have truly been
a sport, and without their co-operation this was not possible.
Therefore I pay my sincere gratitude to all the respondents.
I extend my sincere gratitude to Mr. Amarendra Jha (Territory
sales manager) Jamshedpur of TATA MOTORS Ltd. For his constant
encouragement and guidance that has been instrumental in large
measure on the success of the project.
Last but not least I would like to thank our Father Director Mr.
Ashok Joshi & my friends who guided me in the completion of
this project.
Suraj Kumar
Executive SummaryTATA MOTORS is Indias foremost vehicle
manufacturer with a countrywide network of factories and marketing
offices. TATA MOTORS has made significant contributions to the
nation building process by way of quality products, services and
sharing expertise. Its commitment to sustainable development, its
high ethical standards in business dealings and its on-going
efforts in community welfare programmers have won it acclaim as a
responsible corporate citizen. TATA MOTORS brand name is synonymous
with vehicle and enjoys a high level of equity in the Indian
market. It is the only vehicle company that figures in the list of
Consumer Super Brands of India.
For my research, I applied random sampling, the area was the
entire Jamshedpur (East & West). There were 40 respondents from
different areas of Jamshedpur District. Both primary and secondary
data were collected and survey method was used for collection of
the data. By this research, I came to know that spare part shops,
mechanicals, and drivers are playing vital role in the promotion of
SUPER ACE by spreading word of mouth publicity. SUPER ACE captures
more than 52% of the market share. TATA MOTORS also provides better
services to the customers in comparison to the other SCV
competitors. However to capture more market share TATA MOTORS
should target the Influencers which includes spare part shops,
mechanicals and drivers by introducing attractive schemes .
TATA MOTORS should focus on FMCG, FMCD, IRON&STEEL,
CONSTRUCTION, CNF and BEVRAGES who are major buyers of SUPER ACE.
Besides the company should put more stress on advertisement &
promotional activities to come at par with the competitors.
Chapter-1Industry Profile The Indian Automobile Industry (IAI)
has witnessed rapid change and growth , with new projects coming up
regularly and vast technological changes coming up every year.
Several Indian automobile manufacturers have spread their
operations globally. Major players are expanding their plants and
focusing on mass customization and mass production. Indian
Automobile industry is growing at a pace of 18% per annum. Gross
turnover of the Automobile Industry Stood at us $ 38.2 Billion in
2008-09 and is growing rapidly ever since. Between 200405 and
20092010, automobile production increased from 9.7 to 14 million
units which is likely to double in the near future. Exports more
than doubled in five years to 1.8 million units in 20092010 from
0.8 million units in 200405. Within Two wheelers Motorcycles
contribute 80% of the segment size. Unlike the USA, the Indian
passenger vehicle market is dominated by cars 79%. TATA Motors
dominates over 60% of the Indian commercial vehicle market. Indian
market is a hot destination to global players like Volvo, General
Motors and Ford.During April-February 2011, overall automobile
exports registered a growth rate of 30.62 percent. Passenger
Vehicles registered decline and the growth rate was (-) 0.86
percent in this period. Commercial Vehicles, Three Wheelers and Two
Wheelers segments recorded growth of 72.82 percent, 59.29 percent
and 36.97 percent respectively during April-February 2011. In
February 2011 compared to February 2010, overall automobile exports
registered a growth of 27.57 percentAutomatic approval for foreign
equity investment upto 100 per cent of manufacture of automobiles
and component is permitted.The automobile industry is delicensed
AND Import of components is freely allowed.
Rankings Of Indian Automobile Sector :Worlds largest Three
Wheeler MarketWorlds largest Two wheeler manufacturerWorlds largest
motorcycle manufacturer is in India ( Hero Honda)Worlds 2nd-
largest two wheeler marketWorlds 2nd largest tractor
manufacturerWorlds 4th largest commercial vehicle marketWorlds 5th
largest commercial vehicle manufacturer Worlds 5th largest bus and
truck market ( by volumes)Asias 3rd- largest passenger vehicle
marketAsias 4th largest car market (India just crossed 1 million
mark)
Worlds 9th largest Automobile Industry
Segment Wise Breakup:
Major Players:
CompaniesSegments
Ashok Leyland LCVs, M&HCVs, buses
Bajaj Auto Two and three wheelers
Eicher Motors LCVs, M & HCVs
Force Motors MUVs and LCVs
Hindustan Motors Cars, MUVs and LCVs
Mahindra & MahindraThree wheelers, cars, MUVs, LCVs
PiaggioThree wheelers, LCVs
Swaraj Mazda LtdLCVs, M & HCVSs, buses
Tata Motors LimitedMUVs, LCVs, M&HCVs, buses
Volvo India M & HCVs, buses
MUVs: Multi utility vehicles; LCV: Light commercial vehicles;
M&HCVs: Medium and heavy commercial vehicles
Major Players (Figures)ASHOK LEYLANDBAJAJ AUTOHERO HONDAMARUTI
SUZUKITATA MOTORS
Revenue60,30784,460.30125,398217,811717,378
PAT19005374.812817.612317-24,650
EPS Ratios1.42837.02864.18842.484-56.875
PE Ratios28.9356.0920.09NANA
Net Profit Margin %4.546.0113.26NA0.8
Current Ratio1.480.940.491.611.02
Debt to Equity Ratio0.560.882.070.0850.66
ROI %4.1816.8135.2112.07-7.84
Dividend Yield %1.781.070.980.250.77
Payout Ratio70.0259.4131.168.24NA
Chapter -2
Introduction
2.1 Background of the StudySCV segment is the fastest growing
segment in the country as well as around the world. There are two
types of SCV, CARGO & PASSENGER. The vehicles which are used
for transporting goods and commodities are called cargo and the
vehicles which carry passengers is called passenger vehicle. Cargo
and passenger both are available in three wheeler as well as four
wheeler in the market. Customers choose vehicle according to their
needs. There are number of companies who manufacture SCV like Tata,
Piaggio, Bajaj, Mahindra and Force. However this SCV segment with
four wheeler was first introduced in the market by Tata Motors.2.2
Need of the StudyThe main motive of any business is to earn profit
as much as possible and this can be possible only if the product
manufactured by the company is completely sold in the market and
the company is able to gain the total profit. This research is
important because it help to know the feedback of the customers. It
will also help the company to understand the consumer buying
behaviour and the main factors which forces the customer to select
a particular vehicle brand which will further help the company to
know their shortcomings if they have and to increase the sale of
their vehicle.
2.3 Objectives2.3.1 General ObjectiveTo know the customers
feedback from captive users of TATA SUPER ACE. 2.3.2Specific
Objective1. To know customers feedback from all existing SCV
users.2. To know feedback from captive users of Super Ace.
Chapter-3Research Methodology
2.1 Research designDescriptive and Exploratory research design
will be used to conduct this research. Descriptive research design
will help to know the perception of influencer during the purchase
of a particular brand of vehicle. And it is also important to
explore the various factors which can attract them during the
purchase of vehicle.2.2 Research tools and techniques Communication
approach was basically structured questioning, that is personal
interview with the aide of printed questionnaires. To serve the
purposes, only one type of Questionnaire for all the categories of
respondents are being used as to gain maximum relevant information
within minimum time. Both qualitative and quantitative technique
was used. Qualitative technique was used to understand the
perception of the spare parts shops and mechanicals. Quantitative
technique was used to determine the percentage of user of different
brands of vehicle i.e. brand preferences among users.2.3 Sample
designCluster sampling was used to conduct this survey as it is
impossible to determine the total number of SCV users. In this
research cluster sampling (Probability sampling) has been used from
which 40 samples has been selected randomly. Apart from that
snowball sampling technique has been used because it was difficult
to find out the users in a geographically large area. For this
research sampling unit was dealers, sub dealers and retailers. The
size of sample was 40 for this research. And Jamshedpur district
was the universe for this research.2.4 Source of dataAs for the
data it was essential to depend upon both primary and
secondary.2.4.1 Primary dataPrimary data was collected in the
fields directly from the respondent with the help of questionnaire
and schedule prepared for this purpose.2.4.2 Secondary
dataSecondary data like, history of TATA MOTORS has been collected
from the following sources. Magazines Company websites Reports2.5
Method of data analysisData has been analyzed with the help of
MS-EXCEL through pie chart, bar chart and column chart
2.6 Constraints of the study1. Extreme hot weather.2. Difficult
to convince respondents.3. Time and Money was another constraint of
the study.
CHAPTER 4Organization profileTata Motors is Indias largest
automobile company, with consolidated revenues of USD 20 billion in
2009-10. It is the leading commercial vehicles manufacturer and
among the top three in passenger vehicles. Tata Motors has products
in the compact, midsize car and utility vehicle segments. The
company is the world's fourth largest truck manufacturer, the
world's second largest bus manufacturer, and employs 24,000
workers. Since first rolled out in 1954, Tata Motors has produced
and sold over 4 million vehicles in India. Established in 1945, the
company began manufacturing locomotives. The company manufactured
its first commercial vehicle in 1954 in collaboration with
Daimler-Benz AG, which ended in 1969. Tata Motors is the dual
listed company traded on both the Bombay Stock Exchange, as well as
on the New York Stock Exchange. Tata Motors in 2005 was ranked
among the top 10 corporations in India with an annual revenue
exceeding INR 320 billion. In 2010, Tata Motors surpassed Reliance
to win the coveted title of 'India's most valuable brand' in an
annual survey conducted by Brand Finance and The Economic
Times.Tata Motors has auto manufacturing and assembly plants in
Jamshedpur, Pantnagar, Lucknow, Ahmadabad, Sunland, Dharwad and
Pune in India, as well as in Argentina, South Africa and
Thailand.4.1 VisionBest in manner in which we operate, best in
product we deliver& best in our value systems & ethics.Tata
Motors is committed to maximizing customer satisfaction and
services to achieve the goal of excellence by continual improvement
through ongoing design and development, manufacture and sale of
reliable, safe, cost-effective, quality products and services of
international standards, by using environmentally sustainable
technologies for improving levels of efficiency and productivity
within its plants and ancillaries.
4.2 MissionTo become the world class automotive engineering
& product development Centre and enable Tata Motors to become
world class automotive company a) Leadership- Maintain our
relationship of the Indian vehicle industry throughout continuous
modernization and expansion of our manufacturing facilities and
activities, and through the reestablishment of a wide and efficient
network.b) Profitability-Achieve a fair and profitable return on
capital by promoting productivity throughout the company.c)
Growth-Ensure a steady growth of business by strengthening our
position in the vehicle industry.d) Quality-Maintain high quality
of our products and services and ensure their distribution at fair
prices.e) Equity-Promote and maintain fair industrial relations and
an environment for the effective involvement, welfare and
development of staff at all levels.f) Responsibility-Fulfill our
obligation towards society, especially in areas of integrated rural
development and in safeguarding the natural and ecological
balance.
4.3 Product Portfolio Of TATA MOTORS :
TATA PRIMA A CONCEPT CAR tata aria a concept car
TATA XENON A UTILITY VEHICLE land rover - A UTILITY VEHICLE
TATA INDICA a passenger vehicle TATA STARBUS- A COMMERCIAL
VEHICLe
4.4 ACQUISITIONS
In 2004 Tata Motors acquired Daewoo's truck manufacturing unit,
now known asTata Daewoo Commercial Vehicle, in South Korea.
In 2005, Tata Motors acquired 21% ofAragoneseHispano
Carroceragiving it controlling rights of the company.
In 2007, Formed a joint venture withMarcopoloof Brazil and
introduced low-floor buses in the Indian Market.
In 2008, Tata Motors acquired BritishJaguar Land Rover(JLR),
which includes the Daimler and Lanchester brand names.
In 2010, Tata Motors acquired 80% stake in Italy-based design
and engineering company Trilix for a consideration of 1.85million.
The acquisition is in line with the companys objective to enhance
its styling/design capabilities to global standards.
4.5 Management - Tata Motors
NameDesignation
Ratan N TataChairman / Chair Person
Carl-Peter ForsterManaging Director & CEO
R GopalakrishnanDirector
S M PaliaDirector
S BhargavaDirector
V K JairathDirector
Ralf SpethAdditional Director
NameDesignation
Ravi KantVice Chairman
P M TelangManaging Director
N N WadiaDirector
R A MashelkarDirector
N MunjeeDirector
Ranendra SenIndependent Director
4.6TATA MOTORS ActivitiesCSR activities: Employability- 1085
youth from areas adjacent to the Companys plants, were trained in
various technical and vocational trades. At the new plant location
of Singur alone, over 350 local youth have been trained in
partnership with the government and the social sector, enhancing
their employability. As a part of its skill development programme,
the company has identified 10ITIs across the country to upgrade
their facilities and enhance the relevance of their programmes to
industry needs. Of these four it is have been covered in 2007-08.
In addition as a part of the companys women empowerment programme
1058 women have been trained in manufacturing food products and
utility items, sewing and beautician courses.
Health-Curative and preventive health services were provided to
over 92390 persons through the companys community health
programmes. In Jamshedpur, 374 individuals benefited from cataract
operations conducted free of cost. Special country-wide programmes
were conducted for drivers during service camps. 12 hand pumps were
installed and 3 wells were repaired, ensuring clean drinking water
supply for over 3500 villagers. Tanker facilities were deployed
during summer months to meet drinking water requirements of
rain-parched rural areas in Pune district, Maharashtra.
Education- Shiksha Prasar Kendra, a TATA Motors society at
Jamshedpur supported 18000 students from across 33 schools.
Scholarships for higher studies were awarded to 375 students.
Extracurricular activities were organised in 31 schools in which
over 4300 students participated. Infrastructure was improved at 13
schools, promoting higher education for 2000 children from over 25
villages. This includes a computer lab at Beriberi High school at
Singur in West Bengal Environment- over 175242 saplings has been
planted with an 80% survival rate. Community irrigation wells and
check dams have been constructed at villages near pune, augmenting
incomes of families through improved irrigation. In Jamshedpur, 85
acres of land has been brought under irrigation and tree plantation
has extensively been carried out in over 152 acres.
Medical assistance-It provides various forms of medical
assistance to those living in surrounding villages as well as
towns.
4.7Physical/ Geographical boundaries Jamshedpur
DistrictJamshedpur is the largest urban conglomeration in the state
of Jharkhand, India. Jamshedpur is a planned industrial city of
India, founded by the late Jamshedji Nusserwanji Tata. It is also
known as Steel City, Tata agar or simply Tata. Jamshedpur is the
headquarters of the East Singhbhum district of Jharkhand. It has a
population of 1.1 million (according to the 2001 census) and ranks
28th among the 35 million-plus cities in India. It is located on
the Chhota Nagpur plateau and is surrounded by Dalma Hills. The
city is bordered by the rivers Subarnarekha and Kharkai on the
north and west parts of the city. Jamshedpur is a major industrial
centre of East India. It houses companies like Tata Steel, Tata
Motors, Tata Power, Lafarge Cement, Telcon, BOC Gases, Tata
Technologies Limited, Praxair, TCE, TCS, Timken India, Tinplate and
many more. It is home to one of the largest industrial zones of
India known as Adityapur which houses more than 1,200 small and
medium scale industries. Jamshedpur was declared the 7th cleanest
city of India for the year 2010 according to survey by the
Government of India. In a survey in the year 2007, Jamshedpur was
declared the 7th richest city of India. The survey was conducted on
the basis of the percentage of population whose annual income is
more than 1 million Rupees.4.7.1Geography:Jamshedpur is located at
2248N 8611E / 22.8N 86.18E / 22.8; 86.18. It has an average
elevation of 135metres (442ft). Jamshedpur is located in a hilly
region. Jamshedpur occupies about 2.03% of the total area of
Jharkhand. Total geographical area of Jamshedpur is 149.23km
square.Jamshedpur has a temperate climate, a tropical wet and dry
climate. Summers start in mid-March and can be extremely hot in May
and June. The temperature variation during summer is from 35 42 C
although the city has witnessed temperatures higher than this. The
minimum temperature during winters is 8 C. The best time to pay a
visit to the city is between October and April. During these
months, the city even receives migratory birds. The climate of
Jamshedpur is marked by south-west monsoon. Jamshedpur gets heavy
rainfall from July to September and receives about 1200mm of
rainfall annually.
Basic demographic profile:
As of 2001 India census, Jamshedpur had a population of
1,134,788 and ranks 28th among the 35 million-plus cities in India
according to the census 2001. Males constitute 53% of the
population and females 47%. Jamshedpur has an average literacy rate
of 83%, higher than the national average of 59.5%. In Jamshedpur,
11% of the population is under 6 years of age.The conversational
language is Hindi. However tribal languages like Santali and Ho are
also spoken in city outskirts. The population is multi-ethnic owing
to migration of people from all over the country to work in the
numerous industries present in the city.Major festivals celebrated
include Makar Sakranti, Baha, Mage, Easter, Durga Puja, Deepawali,
Holi, Christmas, Id-ul-Fitr, Id-ul-Zuha and Chhath, Shabbebarat.
Durga Puja by far is the biggest festivity of the city and with
nearly 300 communities Pujas Jamshedpur probably comes only second
to Kolkata in Durga Puja.
FINANCIAL PERFORMANCE SUMMARY
(Rs. in crores)
Company Tata Motors Group
2009-10 2008-09 2009-10 2008-09
A FINANCIAL RESULTS
(i) Gross Revenue 38,364.10 28,568.21 95,567.42 74,093.31
(ii) Net Revenue
(excluding excise duty) 35,593.05 25,629.73 92,519.25
70,880.95
(iii) Total Expenditure 31,414.77 23,877.29 83,905.09
68,684.45
(iv) Operating Profit 4,178.28 1,752.44 8,614.16 2,196.50
(v) Other Income 1,853.45 925.97 1,793.12 798.96
(vi) Profit before Interest,
Depreciation, Amortization,
Exceptional
items & Tax 6,031.73 2,678.41 10,407.28 2,995.46
(vii) Interest and
Discounting Charges (Net) 1,103.84 673.68 2,239.71 1,930.90
(viii) Cash Profit 4,927.89 2,004.73 8,167.57 1,064.56
(ix) Depreciation,
Amortisation & Product
Development Expenses 1177.90 925.71 4385.33 2854.52
(x) Profit / (Loss) for
the year before Exceptional
items & Tax 3,749.99 1,079.02 3,782.24 (1,789.96)
(xi) Exceptional items 920.45 65.26 259.60 339.29
(xii) Profit / (Loss)
Before Tax 2,829.54 1,013.76 3,522.64 (2,129.25)
(xiii) Tax Expense 589.46 12.50 1,005.75 335.75
(xiv) Profit / (Loss)
After Tax 2,240.08 1,001.26 2,516.89 (2,465.00)
(xv) Share of Minority
Interest and Share of
Profit/(Loss)
in respect of investments
in associate companies - - 54.17 (40.25)
(xvi) Profit / (Loss)
for the year 2,240.08 1,001.26 2,571.06 (2,505.25)
(xvii) Balance Brought
Forward from Previous
Year 1,685.99 1,383.07 (1,553.66) 1,764.12
(xviii) Credit taken for
Dividend Distribution Tax
for Previous Year - 15.29 - -
(xix) Amount Available
for Appropriations 3,926.07 2,399.62 1,017.40 (741.13)
B APPROPRIATIONS
(a) Debenture Redemption
Reserve 500.00 267.80 500.00 267.80
(b) General Reserve 500.00 100.13 520.32 138.20
(c) Other Reserves - - 13.08 41.95
(d) Dividend (including tax) 991.94 345.70 1,001.85 364.58
(e) Balance carried to
Balance Sheet 1,934.13 1,685.99 (1,017.85) (1,553.66)
Chapter 5PRODUCT INTRODUCTION
COMMERCIAL VEHICLES
I was working with the Commercial Vehicle- Cargo Unit of Tata
Motors which dealt with Small Commercial Vehicles. Small Commercial
Vehicle is divided into Cargo and Passenger. SCV Cargo comprises of
TATA ACE, 207 RX, WINGER CARGO & ZIPSCV Passenger comprises of
TATA MAGIC, WINGER, PLATINUM, VENTURE& IRIS
TATA SUPER ACE
Super Ace was launched in Mumbai in September 2009, and the
launch was later extended to Jamshedpur ( Jharkhand) in December
2010. Important Vehicle features include top speed of 125 kmph for
faster turnaround , higher acceleration/ pick-up, comfortable cabin
and long length of cargo deck to carry voluminous loads At the
instance of the LOB ( Line of Business) a market survey on Super
Ace conceptualized in Jamshedpur (Jharkhand)., where the acceptance
of Super Ace has been better than that of Tata Ace.
4 MODELS OF TATA ACE: ACE HT Ace EX ACE CELEBRATION SUPER ACEThe
major difference between each model is its loading capacity. Ace HT
has a passing of 750kg, ACE EX has a passing of 815kg and Super Ace
has a passing of 1 ton.
New Model of TATA ACE: TATA ACE ZIP
The ACE family has just gotten bigger with the entry of its
smallest member. Though tinier than its heavy duty Super Ace and
ACE EX cousins, the Tata Ace Zip is a small but smart micro truck
with a payload capacity of 600 kg. Built for deeper door-to-door
penetration, the Ace Zip has the agility to navigate narrow
by-lanes owing to its small turning radius of just 3.5 metres
making it apt for both urban and rural use.The only sub-600 kg mini
van to house water cooled engine, the Ace Zip is built to cover
long distances with ease and is hence suitable for varied
application. The new Tata Ace Zip comes with a warranty of 36,000
km/ 12-month, whichever is earlier and its BSIII version is priced
at Rs. 1.90 lakh, ex showroom Thane (without octroi).Commenting on
the launches, Mr. P M Telang, Managing Director - India Operations,
Tata Motors, said, With the introduction of the Tata Magic IRIS and
the Tata Ace Zip the company will more comprehensively address the
burgeoning need of public transportation and goods movement. Their
quality, affordable pricing and competitive maintenance cost
throughout the life-cycle will further foster self-employment in
the count
Market Survey on Super AceBackground1. Super Ace was launched in
Mumbai in September 2009, and the launch was later extended to
Jamshedpur ( Jharkhand) in December 2010. Important Vehicle
features include top speed of 125 kmph for faster turnaround ,
higher acceleration/ pick-up, comfortable cabin and long length of
cargo deck to carry voluminous loads.
2. At the instance of the LOB ( Line of Business) a market
survey on Super Ace conceptualized in Jamshedpur (Jharkhand).,
where the acceptance of Super Ace has been better than that of Tata
Ace. The Objective of the survey was to obtain Customer Feedback on
Super Ace.
3. The questionnaire for the survey was designed and the survey
was conducted. Data collected from the respondents were then
analyzed and a report for the same was prepared.
4. A total of 40 customers of Super Ace were interviewed in the
survey. The sample size is relatively small, but in relation to the
vehicle sales and sales spread, it is perhaps reasonable. Ownership
Pattern of customers interviewed giving details of number of Super
Ace owned by each customers are given below.
No. of Vehicles
Owned by no.of customers
138 customers
22 customers
Competitors:
Mahindra Maximo Force Trump 40 Tata Ace
Maximo Apetruck
Tata Ace Force Trump 40
Analysis Of The Questionnaire
1. Driving Pattern : Customers were asked whether Super Ace is
driven by them , or by a hired driver , or both.
Vehicle driven byMentioned by
Self 45%
Driver18%
Both37%
From the above figure we can clearly conclude that the majority
of the respondents (45%) drive their vehicles themselves. Only 18%
respondents have appointed a driver and 37% respondents drive it
themselves as well as hire a driver.
2. Reasons for purchase of Super Ace Unprompted : Customers were
asked for an unprompted response on reasons for purchase of Super
Ace. Reasons stated by them are summarized in the table below ,
were frequency of mention is indicated for each reason.
ReasonMentioned By
High loading capacity9
Attractive appearance8
Suitable for business8
Brand name7
Good pick-up5
Recommended by friend1
Recommended by dealer2
From the above figure we conclude that out of 40 respondents, a
majority of 9 respondents answered high loading capacity as the
main reason of purchase of Super Ace, followed by 8 respondents
each of attractive appearance and suitable for business. 7
respondents of Super Ace answered that the Brand Tata was the
reason for the purchase of the vehicle.5 respondents answered that
the good pick up of the vehicle was the reason for the purchase and
only 3 respondents said that they purchased the vehicle since it
was recommended by family or dealer .
Thus the major spontaneously mentioned reasons for purchase of
Super Ace include high loading capacity , attractive appearance and
the brand name of TATA..
3.Reasons for purchase of Super Ace prompted: To validate the
unprompted response on purchase reasons, a prompted question was
asked. Customers were given a pre determined list of possible
purchase reasons which might have influenced their purchased
decision in favour of Super Ace and were asked to rank the 5 most
important reasons in the order of priority. The higher the rating
the greater will be the importance of the feature. In the table
below purchase reasons are listed in the declining order of
importance.Reason
Mentioned by ( No.)
Good Pick up11
Powerful Engine4
Comfortable to Drive2
High Mileage5
High Speed6
High Loading Capacity12
Safe Vehicle5
Brand Name7
Spacious Cabin3
Lower Maintenance Cost5
Reasonable Price4
Better Gradeability2
Efficient Braking0
Large Tyre Size3
Easy Availability Of Spare Parts6
Suitable for long distance7
Recommended by Dealers1
Recommended by Others2
4. Prior Vehicle Ownership Customers of Super Ace were asked to
provide details of their vehicle ownership prior to purchase of
Super Ace. Data collected from them shows that : i) Most customers
did not own any vehicle prior to purchase of Super Ace ie. Super
Ace was their first vehicle purchased ii) A few customers who were
vehicle owners before purchase of Super Ace, owned large 3 wheelers
( M&M Champion, Force Minidor) or Minitrucks (Ace)
Response on prior vehicle ownership is summarized below :Type Of
Vehicle
Owned By (No of Customers)
Small three wheeler4 no.
Large three wheeler2no.
Mini-truck3 no.
From the above figure we conclude that a maximum of 4
respondents have owned small three wheelers, followed by mini truck
and then large three wheelers.
5.Type of Operation:Table below summarizes data on the kind
ofoperation of Super ACE , and shows that vehicles are principally
used forhire-and reward, while some of them are also used for
captive use.
Type of OperationMentioned by (no. of respondents)
Hire-and-Reward30
Captive Use10
From the above figure we conclude that majority of the
respondents (75%) operate on Hire and Reward pattern and only 25%
respondents use Super Ace only for their personal use or business.
These are called Captive Users.
6.Purchase pattern: Customers of Super ACE were asked to
specifythe month and year of their purchase of the vehicle. Based
on informationcollected purchase pattern of Super ACE has been
drawn up which gives details of month / year of purchase and is
given below:
Purchase Month / Year
No. of Vehicles Purchased
December 20107
January 20116
February 20115
March 20118
April 20115
May 20115
June 20114
From the above figure we conclude that the highest sale was
observed in March 2011. The sale has been fluctuating every month
and has been lowest in June 2011.A maximum of 8 Super Ace has been
sold in March and a minimum of 4 Super Ace has been sold in June
2011. 7.Goods transported on Super ACE : Important
commoditiestransported in Super ACE are listed below, along-with
the number of respondents who named each commodity:
(multiple-response)
Commodity
Mentioned by (no.)
Medicines17
FMCG5
Steel products5
Shoes4
Plastic goods4
Raw materials2
Fruits2
Lubricants1
Paints / Chemicals1
Batteries1
Cattle Feed1
Milk1
Seeds1
Tools1
Medicines are thus most commonly transported in Super ACE. Super
Ace is an application based vehicle which is used for carrying
lighter goods namely medicine, apparels, shoes, raw material
etc.
8.Route of Operation: Respondents were asked to name the route
onwhich Super Ace operates most often. Data on routes mentioned by
them is them is summarized in table below:
Route of Operation
Mentioned by(no.)
Within the city28
Inter-city8
Inter-state4
After the survey we found out that out of 40 respondents, around
28 respondents travel and operate within the boundaries of the
city. 8 respondents travel to other cities, town or districts as
well: namely
Hazaribaug,Dumka,Musabani,Saraikila,Kharsawa,Ranchi,Bokaro,Dhanbad
etc. 4 respondents travel to other state as well namely West
Bengal, Orissa, Bihar etc.Though it is well suited for long
distance, respondents prefer operating within the city.
9.Distance Travelled Per Day & Number Of Trips: - After the
Survey we found out that almost 28 respondents of Super Ace travel
within the city and cover approximately 120 km on an average per
day taking around 3-4 trips per day. If we see the remaining 12
respondents who travel intercity and interstate they cover
approximately 150 km on an average taking only 1 trip a day. In an
interstate or an intercity trip the respondents usually visit
Orissa, West Bengal, and Ranchi etc and cover 150-160km on an
average.
10.Loading Capacity:-Super
Ace750kg-850kg850kg-1ton1ton-1.5ton1.5ton-1.75ton1.75ton-2ton
371686
A survey was carried out and there were 40 Super Ace respondents
who were questioned on the average load carried per trip. The
passing of Super Ace is 1 ton. Now the mileage and performance of
the vehicle depends on the amount of load carried. Overloading
might not only reduce the mileage but also hamper the smooth
running and durability of the vehicle. From the survey we found out
that 16 respondents out of 40 carry around 1 ton to 1.5 ton load. 8
respondents carry 1.5 to 1.75 ton, 7 carry 850kg to 1 ton and 6
respondents carry 1.75ton to 2 ton. 3 respondents carry 750kg to
850kg.
11.MILEAGE:-Super Ace gives an increased mileage when compared
to its competitors. Super Ace is a fuel efficient vehicle. The
mileage of a vehicle depends on the load carried as well as the
travelling route. Super Ace gives an average mileage of 10-15
within the city and approximately 18-20 on the highway. From the
data collected 24 respondents out of 40 ie.60% respondents said
that their vehicle gives an average mileage of 15.
12.Average Daily Income:-
>300300-600600-900300300-600600-900
15187
After analyzing the data we found out that out of 40 Super Ace
respondents almost 15 respondents have an average expenditure of
less than300. 18 respondents have to spend 300-600 per day to meet
the expenditure of the vehicle. 7 respondents have an average
expense of more 600 and less than 900 per day. Now these
expenditures involve Fuel charges, payment to driver and other
miscellaneous expenditure.14.Feature Rating: To get a quantitative
feedback on individualfeatures, customers were asked to rate each
feature of Super ACE on thefollowing 10-point scale :
12345678910
PoorExcellent
Average feature ratings are given below, arranged in the
descendingOrder of average customer rating :
Feature
Average CustomerRating
Pick-up8.5
Loading Capacity8.4
Strong Body 8.4
Speed8.2
Engine Power8.2
Driving Comfort8.2
Appearance8.1
Price8.0
Mileage7.9
Safety7.9
Cabin Space7.9
Maintenance Cost7.5
Braking Effectiveness7.5
Ground Clearance7.5
Easy Serviceability7.4
Suitable For Long Distance7.2
Gradeability7.0
The above table illustrates that: i) Features with highest
customer ratingare pick-up, loading capacity, strong body; ii)
Features with lowestcustomer rating are Gradeabality and
Suitability for long distance.
15.Customer Feedback: To obtain customer feedback on Super
ACEthey were asked to identify vehicle features liked or disliked
by them. Theresponse is given below :
a) Features liked: Features of Super ACE which were liked
bycustomers are listed below, along-with frequency of mention of
eachFeature
Liked by(no. of customers)
Pick up32
Engine Power25
Mileage22
Appearance21
Loading Capacity9
Speed5
Spacious Cabin1
Low Engine Noise1
Strong Body1
Thus two features of Super Ace most liked by customers-good
pick-up and engine power.32 respondentsOf Super Ace like the pick
up and 25 respondents say that they like the powerful engine of
Super Ace.Super Ace has an engine with a 70 HP, it is a 4 cylinder
diesel engine and runs at a speed of 125kmph.Super Ace has a
loading deck of 2630mm in length and 1460 mm in width.21
respondents like the Appearance of Super Ace. It stands out in the
crowd with sleek styling and car like interiors. It has aFully
functional dashboard with lockable glove box. There is also a
provision for a mobile charger.
b)Features disliked: Similarly features of Super ACE disliked
bycustomers are listed in table below, along-with frequency of
mention ofeach of them:
FeatureDisliked by(no. of customers)
Problem With Gear-box 14
Poor Tyre Quality13
Low Mileage7
Clutch is Hard5
Oil Tank leakage5
Brake Lever is Hard2
Leakage in Radiator1
Window Glass Does Not Open Smoothly3
The features most disliked by respondents of Super Ace are the
gear box and the poor quality of the tyres of the vehicle.16.Source
of initial information about Super ACE: Customers ofSuper ACE were
asked to name their source of initial information aboutthe vehicle.
Response is summarized in table below which shows thatword-of-mouth
is the principal source of initial of information about Super ACE,
followed by Dealers.
SourceMentioned by (No. ofcustomers)
Dealer10
Friends25
Vehicle demonstration3
Internet2
Out of 40 Super Ace Respondents a maximum of 25 respondents got
their source of informationThrough their friends , followed by 10
respondents who collected the initial information from the Dealers
, 3 respondents got the information from vehicle demos and only 2
got from Internet.
17.Likely Alternative Purchase: a) Respondents were asked
whetherthey would have purchased a vehicle if Super ACE was not
available. Theresponse is given in table below, which shows that
60% customers wouldhave purchased another vehicle in the event of
non-availability of SuperACE, while remaining 40% would not have
purchased any vehicle.
ResponseNo. of customers
Yes24
No16
b)Likely alternative purchase: In order to find out type / brand
ofvehicle(s) from which Super-ACE is deriving its sales, customers
whosaid they would have purchased some other vehicle in the absence
ofSuper ACE, were asked to name the likely alternative choice. As
tablebelow shows likely alternative choice would have been Force
Trump 40,M&M pick-up or ACE:
Likely purchaseMentioned by(No. of customers)
Force Trump 4011
M&M Pick-up9
TATA ACE4
Thus Super ACE is strategically positioned between Mini-trucks
andPick-ups.
18.Would You Recommend Super Ace To Your Family or Friend:
Yes26
No8
Not Sure6
A Survey was conducted and 40 Super Ace respondents were asked
if they would recommend Super Ace to their family or friends and a
majority of 26 respondents ie. 65% respondents said YES they Would
definitely recommend Super Ace to others on the other hand, 8
respondents ie. 20% said NO,they were not happy with the vehicle
and would not recommend it to others. There was a third groupof
people approximately 6 ie.15% was not sure whether they would or
would not recommend SuperAce. .
Product Specification:
EngineModelTypeMax OutputDisplacementTata 475 IDI TCIC BS III4
cylinder, 475 IDI Turbo Intercooled Diesel70 HP @ 4500 rpm1405
cc
ClutchSingle plate dry friction diaphragm type
Gear BoxTypeGBS 65-5/5.07Synchromesh(5 forward gears),sliding
mesh(reverse gear)
SteeringPower assisted hydraulic; rack and pinion , 380 mm
dia.
BrakesTypeFrontRearParking BrakeDual circuit vacuum assisted
hydraulically actuatedDisc brakesDrum brakesCable operated
mechanical linkages acting on rear wheels
SuspensionTypeShock AbsorberFront:- Independent, Rear:-
semi-elliptic leaf springHydraulic double- acting telescopic
type
Wheels And TyresTyres165 R14 LT 8PR Radial Tube tyre
DimensionsLengthWidthHeightWheelbaseTrack FrontTrack RearLoading
Deck LengthLoading Deck WidthHeight of Side PanelsLoading height
from the groundMin Turning Circle Dia(in
mm)4340156518582380134013202630146030059710.2m
Fuel TankCapacity 38 litres
PerformanceMax speedMax Gradeability
125 kmph39%
WeightMax GVWKerb WeightPayloadSeating Capacity(In
Kg)218011801000Driver + 1
Name Of The Captive Customers
NAME OF CONCERNNameContact No. Add.Feedback
Chhabra Medical Naveen0657-Chowk bazaarUsing vehicle-
& Distributers2292891JamshedpurTwo tata Ace(hire)
About Super Ace-
Not Required
Vikash Drugs Chandan Agrawal0657-JugsalaiUsing vehicle-
& Distributers2292891JamshedpurCenro(owner)
Ape auto(hire)
About Super-
Good looking
Om Sai PhrmaOm prakash 0657-JugsalaiUsing vehicle-
& Distributers2292882JamshedpurPiaggio(hire)
About Super Ace-
Not
Required
Gaurav Enterprises Gaurav0657-JugsalaiUsing vehicle-
pharma & Distributers2292880JamshedpurBajaj auto(hire)
About Super Ace-
Good looking
Shyam Sunder Ramesh Amit Agarawal0657-Jugsalai fatakUsing
vehicle-
Kr Paint Distributers2292896Jamshedpur5 Piaggio(Owner)
About Super Ace-
UnderConcideration
Ayush DrugsUttam sharma9835170171JugsalaiUsing vehicle-
DistributersJamshedpur4 ape auto(Owner}
About Super Ace
Expensive
Shyam Medical Shyam0657-JugsalaiUsing vehicle-
Distributers2292703JamhedpurApe auto(hire)
About Super Ace-
Big vehicle
Kansal Nerolac paints Rajesh thakur9234526893JugsalaiUsing
vehicle-
ltd (CNF)JamshedpurTata ace,407,603
(hire)
About Super Ace-
Not required
Hindustan UnileverNirmal kumar9234876383Diagnol road, Using
vehicle-
(CNF)BistupurApe,Bajaj,piaggio
auto 25(Owner)
About Super Ace-
Willing
Electro kraftKishore kumar9386371246K ,Road Using vehicle-
(samsung plaza)BistupurEco maruti,ape,Bajaj
Samsung,LG distributerauto(hire)
About Super Ace-
good looking
Not required
Italian tradersM.E.Alam9430738428JugsalaiUsing vehicle-
leather distributersJamshedpurpiagio(hire)
About Super Ace-
Willing
Chothmal tejmal Prem Agarwal9334814436JugsalaiUsing vehicle-
enterprisesJamshedpurThree 407(Owner)
ACC cement distributerAbout Super Ace-
Not willing
Orient distributersN.N.Das9334814436JugsalaiUsing vehicle-
Chemist &DrugistJmshedpurAmbasdor,swift
(Owner)
About Super Ace-
Expencive
Shivam PharmaceuticalP.K.Dev0657-JugsalaiUsing vehicle-
& Distributers2290696jamshedpurpiaggio(hire)
About Super Ace-
good vehicle
not required
Jalan cloths &Vimal jalan94211284601Jugsalai Using
vehicle-
distributersjamshedpurthree wheeler (hire)
Tata indica(Owner)
About Super Ace-
not willing
Saloni enterprisesVishal kumar9334805564chowk bazaarUsing
vehicle-
Jugsalaiape auto(hire)
About Super Ace-
not willing
Sapna pharma Amit Agrawal0657-JugsalaiUsing vehicle-
distributers2292989Jamshedpurape auto, piaggio
(hire)
About Super Ace-
good capacity
Expensive
Ladhuram & SonsR.G.Sharma9234686527JugsalaiUsing
vehicle-
(FMCD) DistributersJamshedpureco maruti(Owner)
About Super Ace-
Good looking
Expensive
M.G AgenciesOm Prakash 0657-JugsalaiUsing vehicle-
(FMCD) DistributersAgarwal2292415Jamshedpurtwo bajaj
auto(hire)
About Super Ace
Not willing
Shader garments Harish9431542496JugsalaiUsing vehicle-
distributersJamshedpurIndigo(owner)
tata ace(hire)
About winger-
good capacity
BM.Sarees agencyRamesh Chand/ra 9431340922JugsalaiUsing
vehicle-
DistributersJainJamshedpur407,609(hire)
About Super Ace-
good capacity
Expensive
Kedia drug distributersSanjay kedia0657-2292399JugsalaiUsing
vehicle-
Jamshedpurwagon-r(owner)
tata ace(hire)
About Super Ace-
Not willing
J.K.Pharma &J.K.Singh0657-JugsalaiUsing vehicle-
distributers2292691Jamshedpurbajaj auto(hire)
About Super Ace-
Big vehicle
Bhartia associatesBanwari Bharatia0657-JugsalaiUsing vehicle
Garments distributers2292739Jamshedpurauto (hire)
About Super Ace-
Good vehicle
Expencive
K.K Sales drugs Krishna Kumar 0657-JugsalaiUsing vehicle
distributersGupta6550651Jamshedpurauto(hire)
About Super Ace-
Expensive
Sony electronics Apresh singh9204664676Akash deep Using
vehicle-
distributersPlaza Golmuripiaggio,bajaj auto
(hire)
About Super Ace-
not willing
Modi electricalsVinit Modi9334399430SakchiUsing vehicle-
philips distributersJamshedpurape auto (hire)
About Super Ace-
not willing
Super electronicsBalvinder Singh9801339945kalimati roadUsing
vehicle-
Videocon distributerssakchiape auto
About Super Ace-
Good vehicle
Willing
Sagar electronicsGenu Bhai 9334278734SakchiUsing vehicle-
samsung distributerJamshedpurape,bajaj auto
(hire)
About Super Ace-
Not willing
Dabur india(CNF)Deepak khanna943010444Refuge marketUsing
vehicle-
Sakchimahindra max
(owner)
About Super Ace-
Good capacity
Nestle india distributersManoj khatri0657-Kasidih Kali Using
vehicle-
2424779Mandir Sakchiape auto(hire)
About Super Ace-
Big vehicle
Ranjan AutomobileRanjan kumar0657-Kalimati roadUsing
vehicle-
Exide distributers2424631Sakchiappe auto(hire)
About Super Ace-
Not willing
Dynamic Packers &Ganesh sharma9431139570Kalimati roadUsing
vehicle-
moverssakchi407,609(hire)
About Super Ace-
Not willing
Sharma packers &Pappu sharma93340399637SakchiUsing
vehicle-
moversJamshedpur407, 609,
907,1109(hire)
Not required
Boxi Transport & coBoxi dada0657-SakchiUsing vehicle-
2421795Jamshedpur407 ,609 ,
1109(hire)
Not required
Naveen Bharat Naveen singh0657-sakchiUsing vehicle-
Transport2437638407, 609,
1109(hire)
Ispat cariers pvt ltdV.k tyagi0657-Kali mati roadUsing
vehicle-
3295584Sakchi4018,3518(hire)
About Super Ace-
Not required
Mangat road carriersMangat singh9304824757SakchiUsing
vehicle-
jamshedpu609 ,607
About Super Ace-Not required
Feedback Form For SCV1. Name-
____________________________________________. Vehicle No. :-2.
Respondent- Owner Driver 3. Address & contact no. __________4.
Reason For Purpose for purchasing Super Ace: (Unprompted) 5. Reason
For Purpose for purchasing Super Ace: (Prompted) Good Pick up
Powerful Engine Comfortable To Drive High Mileage High Speed High
Loading Capacity Safe Vehicle Brand Name Spacious Cabin Lower
Maintenance Cost Reasonable Price Better Gradeabillity Efficient
Braking Large Tyre Size Easy Availability Of Spare Parts Suitable
For Long Distance Recommended By Dealer Recommended By Others
6. Prior vehicle ownership: 7. Month/ Year of Purchase:-8. Goods
Transported On Super Ace:- 9. Travelling route- within the city
intercity interstate 10. Distance (Km) travel per day:- a) Below 10
km b) 10-20 km c) 20-30 km d) 30-40 e) More than 40 km , please
specify_____. 11. No. of trips per day- (a) 1 (b) 2 (c) 3 (d) 4 (e)
more than 4 please specify_______________ 12. Load carried(
tones):-13. Mileage of the vehicle (in km) you are currently
using:-(a) Less than 10 (b) 10-15 (c) 15-20 (d) more than 20 please
specify_______________14. Average Daily income- (a) below 300 (b)
300-600 (c) 600-900 If more than 900 , please
specify___________
15. Expenses per day:
16. Please mark the different features of Super Ace on a scale
of 1-10:Features:Pick Up Loading Capacity Strong BodySpeedEngine
PowerDriving ComfortAppearancePriceMileageSafetyCabin
SpaceMaintenance CostBraking EffectivenessGround ClearanceSuitable
for Long DistanceGradeability
17.Features Liked:- 18. Features Disliked:- 19.Source of
Information for Ace :- Dealer FriendVehicle demo Internet20. Would
you purchase an alternate vehicle if Super Ace was not available:
Yes No21. If it was not Ace which would be your next alternative
option:- Force Trump 40 M&M Pick Up Tata Ace22.Would you
recommend Super Ace to your family or friend:- Yes No Not Sure 23.
Suggestion:-
ConclusionFrom the field survey it has been assessed that
branding has become the most important element of marketing
function in almost all industries. Brand management is the process,
by which TATA MOTORS can outshine its competitors, can create
customer loyalty and add corporate value on brand. In the current
competitive markets, brands are identified as an intangible asset
that can be revenue generating in the long term.
Being the oldest player dealing with vehicle in the market since
1945, TATA has gained brand image in the market. But as the
business scenario is changing with inclusion of more number of
competitors, TATA has to upgrade the brand management continuously.
It has maintained an appreciable quality of the product, but it has
to give more attention on advertisement customer service, rural
marketing and especially on pricing.If TATA manages its brand image
in the market and represents itself as a national brand by
fulfilling all the factors that discussed above, it can run its
business successfully and thus can be a leading vehicle
manufacturer and seller in the market and by this way company can
fulfil its vision and mission
1