ZIP CUBE Nilankar

SUBMITTED BY:NILANKAR KHAWASH

14BSPHH010441

POSITIONING OF ZIP

TATA MOTORS LTD.

FACULTY GUIDE: Prof. RANAJEECOMPANY GUIDE: Mr. SATYAJIT SAHOO

AGENDA

1. COMPANY PROFILE2. INDUSTRY ANALYSIS3. PRODUCT ANALYSIS- ZIP4. SALES PROCESS5. DATA COLLECTION AND INTERPRETATION6. FINDINGS7. RECOMMENDATION

COMPANY PROFILETATA MOTORS

• FOUNDED IN 1945.• 4th LARGEST TRUCK MANUFACTURER• 2nd LARGEST BUS MANUFACTURER• MANUFACTURING BASE• LISTED IN NEW YORK STOCK EXCHANGE• AWARDS AND RECOGNITIONS

MISSION, VISION AND VALUES

TataMotors

Mission:“To be passionate in

anticipating and providing the best vehicles and experiences

that excite our customers globally.”

Value:InclusionIntegrity

AccountabilityCustomer

InnovationConcern for the environment

Passion for excellenceAgility

Culture:Accountability

Customer & product focusExcellence

Speed

Vision:“Most admired by our

customers, employees, business partners and shareholders for the experience and value they

enjoy from being with us.”

INDUSTRY ANALYSIS

Company wise Segment share trend 2010-14 (3-wheeler cargo)

As shown in the graph above, the 4-wheeler segment has outperformed the 3-wheeler segment over the past 6 years.

MARKET SHAREJHARKHAND APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR TOTALCOMP VOL 111 73 56 69 70 84 83 93 114 99 66 87 1005TATA VOL 310 110 170 185 120 185 140 156 60 100 59 106 1701

LAST YEAR TIV 421 183 226 254 190 269 223 249 174 199 125 193 27062013-14 TATA MS (MNTH) 74% 60% 75% 73% 63% 69% 63% 63% 34% 50% 47% 55%

TATA MS (CUM) 74% 70% 71% 71% 70% 70% 69% 68% 66% 64% 63% 63%

COMP VOL 59 54 48 30 66 93 78 61 56 78 91 86 800TATA VOL 105 86 89 87 87 123 127 142 113 150 131 127 1367

THIS YEAR TIV 164 140 137 117 153 216 205 203 169 228 222 213 21672014-15 TATA MS (MNTH) 64% 61% 65% 74% 57% 57% 62% 70% 67% 66% 59% 60%

TATA MS (CUM) 64% 63% 63% 66% 64% 62% 62% 63% 64% 64% 63% 63%

DELTA ON MNTH -10% 1% -10% 2% -6% -12% -1% 7% 32% 16% 12% 5%DELTA ON (CUM ) -10% -7% -8% -6% -6% -8% -7% -5% -2% 0% 0% 0%

621 1163

ACE ZIP

• This vehicle is a new entry to the Ace family, creating an altogether new segment known as “Micro-Trucks”.

• Ace Zip is technologically superior and smart micro-truck.

SEGMENTATION

TARGETING

Target market which include

Customers who are planning to buy a 3-wheeler Potential pickup and LCV customers Captive, semi-cative market and FTUs

Target Individuals customers who look for

ROI Price, fuel efficiency, and better features than a 3-wheeler

Safety, durability, extra payload and comforts of a 4-wheeled vehicle.

POSITIONING

ACE ZIP PRODUCT DIFFERENTIATION

•It is ideal for both city and rural roads.

•Bigger loading area of 1685 x 1480 x 400mm

•Good payload capacity of 600kg which leads to better earning.

•High Grade ability of 22%

•Rigid front axle sitable for Indian roads and low turning radius of 3.5m.

•User range mostly icludes vegetable and fruit vendors, cargo pickup, etc.

Versatility

•4 wheel design and 4 bolted wheel design improves stability enabling you to drive on all kinds of roads with ease

•Frontal collision protection and seat belts ensures safety

•Powerful headlamps for superior visibility.

•Wider wind screen and larger rear windows helps you to drive confidently.

•Loackable glove box for keeping important documents.

Safety

•Water cooled engine allows Ace Zip to take long trips per day.

•Less frequent oil change (after every 10,000km), thick wiring and no leakage as compared to 3-wheelers, thus low operating cost

•A heavy duty clutch and gear cables like those in heavy trucks helps reduce cost.

•Cost per transportation is less which means safe investment for small businessmen.

Savings

•Steering wheels, foot operated contols, dashboard mounted gear shift lever, adjustable driver seat leads to comfortable driving experience.

•Spacious cabins for more head and leg room with wide doors.

•Less vibration and cabin noise which reduces stress.

Comfort

•Stylish exteriors which elevates and being a 4-wheeler, helps enchance social status

•Stylish dashboard gives a car-like feeling

•Stylish body mounted headlights for a different look

•Digital instrument panel which is well illuminated for improved visibility.

•Provision for music system.

Style

BCG MATRIX ANSOFF GROWTH MATRIX

SWOT ANALYSIS

STRENGTHBRAND NAME-TATA MOTORS

STRONG BODY

4W, SMALL & COMFORTABLE

PRODUCT FROM ACE FAMILY

EASY FINANCING

WEAKNESSCOSTLY

LOW AWARENESS

AFTER SALES SERVICES NOT SATISFACTORY

HIGHER PARTS PRICE

OPPORTUNITIESNEW APPLICATIONS

APPROPRIATE FOR RURAL MARKET

SELF EMPLOYMENT OPPORTUNITIES

CUSTOMER OF 3W WILLING TO SHIFT TO

4W.

THREATSINCREASE COMPETITION

LACK OF APPLICATION

ACE ZIP

SALES PROCESS

C0 C1 C2 C3

Customer Acquisition Process/Sales Planning Process Stage 1 Stage 2 Stage 3 Stage 4 Enquiry/Contact Quotation Advance payment Vehicle delivery

DATA COLLECTION

VOC (Voice of Customers)

QUESTIONNAIRE

DATA INTERPRETATION

PIAGGIO73%

BAJAJ16%

ATUL9%

MAHINDRA3%

Vehicles Owned

PRICE32%

RESALE VALUE

6%SERVICE

COST12%

MARKET TREND51%

Resons for Purchasing the Vehicle

YES NO YES NO YES NO YES NO YES NO YES NO YES NOCLUTCH SERVICE FUSE WIRE MOBILE GEAR TRIANGLE RING

0

10

20

30

40

50

60 54

26

37

17

31

23

35

2026 24

34

2326 24

Problems faced

Problems Faced

0-50011% 600-750

8%

800-100025%

1000&above56%

Average load in Kg

SPSS OUTPUT KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy.

Bartlett's Test of Sphericity Approx. Chi-Square

Df

Sig.

.596

234.082

120

.000

COMMUNALITIESINITIAL EXTRACTION

Price 1.000 .712

Payload 1.000 .581

Maintenance 1.000 .655

Safety 1.000 .683

Mileage 1.000 .713

Pickup 1.000 .692

Seating comfort 1.000 .579

Ease of drive 1.000 .569

Balance 1.000 .649

Strong body 1.000 .686

Engine 1.000 .649

Steering and gearbox 1.000 .734

Tyre quality 1.000 .554

Looks 1.000 .587

Insurance 1.000 .557

Finance 1.000 .615

TOTAL VARIANCE EXPLAINED

ROTATED COMPONENT MATRIX

FINDINGSREVENUE TOUGHNESS SAFETY COMFORT DRIVE PRICEMAINTAINENCE PAYLOAD STRONG BODY SEATING

COMFORTEASE OF DRIVE PRICE

SAFETY MILEAGE ENGINE BALANCE LOOKS

PICK UP STEERING AND GEAR BOX

FINANCE

INSURANCE TYRE QUALITY

FACTOR NAMING

• Customers prefer the 3-wheeler cargo vehicles over the 4-wheeler.

•Major reason behind buying a vehicle is: market trend, price, resale vale and service cost.

•Respondents want a vehicle with which they can feel good as a driver.

•While buying a commercial vehicle majority of the customers look for low maintenance cost, higher mileage and higher ROI.

RECOMMENDATION• Creating awareness is very important for the company to increase the sale

of the vehicle. Awareness can be created by paper Ads, exchange offer pamphlets, and billboards.

• The parts of Ace Zip are costly compared to that of the 3-wheelers. So discounts can be offered on the parts for replacement.

• Activities like: Product knowledge. Test drive and road trips shows like “Trip with Zip”.• Feedback should be taken from the customers.

YES31%

NO69%

Awareness

THANK YOU