PART-A

1. INDUSTRY PROFILE

Tata Motors Limited is Indias largest automobile company, with revenues of Rs. 24,000 crores ($ 5.5 billion) in 2005-06. It is the leader by far in commercial vehicles in each segment, and the second largest in the passenger vehicles market with winning products in the compact, midsize car and utility vehicle segments. The company is the worlds fifth largest medium and heavy commercial vehicle manufacturer.

The companys 22,000 employees are guided by the vision to be best in The manner in which we operate, best in the products we deliver, and best in our value system and ethics.

Established in 1945, Tata Motors presence indeed cuts across the length and breadth of India. Close to 4 million Tata vehicles ply on Indian roads, since the first rolled out in 1954. The companys manufacturing base is spread across Jamshedpur, Pune and Luck now, supported by a nation-wide dealership, sales, services and spare parts network comprising over 2,000 touch points.

Tata Motors, the first company from Indias engineering sector to be 1

listed in the New York Stock Exchange (September 2004), has also emerged as a global automotive company. In 2004, it acquired the Daewoo Commercial Vehicles Company, Koreas second largest truck maker. The rechristened Tata Daewoo Commercial Vehicle Company has already begun to launch new products. In 2005, Tata Motors acquired a 21% stake in Hispano Carrocera, a reputed Spanish bus and coach manufacturer, with an option to acquire the remaining stake as well. Hispanos presence is being expanded in other markets.

In 2006, it has formed a joint venture with the Brazil-based Marco polo; a global leader in bodybuilding for buses and coaches, to manufacture and assemble fully built buses and coaches. Tata Motors and the Fiat Group have recently signed a memorandum of understanding to establish an industrial joint venture in India to manufacture passenger vehicles, engines and transmissions for the Indian and overseas markets; Tata Motors already distributes and markets Fiat branded cars in India.

These acquisitions will further extend Tata Motors global footprint, established through exports since 1961. the companys commercial and passenger vehicles are already being marketed in several countries in Europe, Africa, The Middle East, Australia, South East Asia and South Asia. It has assembly operations in Malaysia, Kenya, Bangladesh, Ukraine, Russia and Senegal.

The foundation of the companys growth over the last 50 years is a deep understanding of economic stimuli and customer needs, and the ability to translate them into customer-desired offerings through leading edge R&D. With 1,400 engineers and scientists, the companys Engineering Research Centre, Established in 1966, has enabled pioneering technologies and products. The company today has R&D centers in Pune, Jamshedpur, Lucknow, in India and in South Korea, Spain, and the UK.

The pace of new product development has quickened. In 2005, Tata Motors created a new segment by launching the Tata Ace, Indias first indigenously developed mini-truck. The years to come will see the introduction of several other innovative vehicle, all rooted in emerging customer needs. Besides product development, R&D is also focusing on environment-friendly technologies in emissions and alternative fuels.

Through its subsidiaries, the company is engaged in engineering and Automotive solutions, construction equipment manufacturing, auto finance, automotive vehicle components manufacturing and supply chain activities, machine tools and factory automation solutions, highprecision tooling and plastic and electronic components for automotive and computer applications, and automotive retailing and service operations.

True to the tradition of the Tata Group, Tata motors is committed in letter and spirit to corporate Social Responsibility. It is a signatory to the United Nations Global Compact, and is engaged in community and social initiatives on human rights, labour and environment standards in compliance with the principles of the Global Compact. Simultaneously, it also plays an active role in community development, serving rural communities adjacent to its manufacturing locations. With the foundation of its rich heritage, Tata Motors today is etching a Refulgent future.

The motto of TATA Group is to improve the quality of life of the Communities they serve. They do this through leadership in sectors of National economic significance to which the group brings a unique set of Capabilities. This requires them to grow aggressively in focused area of Business.

The Tata name is unique asset representing leadership with trust. Leveraging this asset to enhance group synergy and becoming globally competitive is the route to sustained growth and long-term success.

Tata group has always sought to be a value driven organization. These values continue to direct the groups growth and business. They ar are;

Intergrity unity Spirit of entrepreneurship Agility Passion for excellence

OBJECTIVES, MISSION AND THE FUTURE VISION Primary Objective: To Know the customers level of satisfaction towards TATA Motors Passenger vehicles. To identify the customer expectation and perception. To analyse customers attitude towards facilities offered. To find out the attitude of Auto matrix customers towards its service and related aspects offered. To Know about the response of the customer about Auto matrix and Tata motors.

MISSION: To be a competitive value provider in international business for group companies and all other partner.

VISION 2008: Become a globally networked enterprise seizing opportunities world wide

to generate $ 250 million annual profits by 2008.

TATA MILESTONES
It has been a long and accelerated journey for TATA Motors, Indias leading automobile manufacturer. Some significant milestones in the

companys journey towards excellence and leadership.

1945

Tata Engineering and Locomotive Co. Ltd. was established to manufacture locomotives and other engineering

1948 1954

products. Steam road roller introduced in collaboration with Marshall Sons (UK). Collaboration with Daimler Benz AG, West Germany, for manufacture of medium commercial vehicles. The first vehicle rolled out within 6 months of the contract.

1959 1961

Research and Development Centre set up at Jamshedpur. Exports begin with the first truck being shipped to Ceylon, now Sri Lanka.

1966 1971 1977 1983 1985 1986 1989 1991

Setting up of the Engineering Research Centre at Pune to Provide impetus to automobile Research and Development. Introduction of DI engines. First commercial vehicle manufactured in Pune. Manufacture of Heavy Commercial Vehicle commences. First hydraulic excavator produced with Hitachi Collaboration. Production of first light commercial vehicle, Tata 407, indigenously designed, followed by Tata 608. Introduction of the Tatamobile 206 3rd LCV model. Launch of the 1st indigenous passenger car Tata Sierra. TAC 20 crane produced.

1992

One millionth vehicle rolled out. Launch of the Tata Estate. 6

1993

Joint venture agreement signed with Cummins Engine Co. Inc. for the manufacture of high horsepower and emission

1994

friendly diesel engines. Launch of Tata Sumo the multi utility vehicle. Launch of LPT 709 a full forward control, light commercial vehicle. Joint venture agreement signed with M/s Daimler Benz/ Mercedes Benz for manufacture of Mercedes Benz passenger cars in India. Joint venture agreement signed with Tata Holset Ltd., UK for manufacturing turbochargers to be used on Cummins

1995 1996 1997 1998

engines. Mercedes Benz car E220 launched. Tata Sumo deluxe launched. Tata Sumo deluxe launched. 100,000th Tata Sumo rolled out. Tata Safari Indias first sports utility vehicle launched. 2 Millionth vehicle rolled out. Indica, Indias first fully indigenous passenger car

1999

Launched. 115,000 booking for Indica registered against full Payment within a week.

2000

Commercial production of Indica commences in full swing. First consignment of 160 Indicas shipped to Malta. Indica with Bharat Stage 2 (Euro 11) compliant diesel Engine launched. Utility vehicles with Bharat 2 (Euro 11) compliant engine

Launched. Indica 2000 (Euro 11) with multi point fuel injection petrol engine launched. Launch of CNG buses. 2001 Launch of 1109 vehicle- Intermediate commercial vehicle. Indica V2 launched 2nd generation Indica. 100,000th Indica wheeled out. Launch of CNG Indica. Launch of the Tata Safari EX Indica V2 becomes Indias number one car in its segment. 2002 Exits joint venture with Daimler Chrysler. Unveiling of the Tata Sedan at Auto Expo 2002. Petrol version of Indica V2 launched. Launch of the Ex series in Commercial vehicles. Launch of the Tata 207 DI. 2,00,000th Indica rolled out. 5,00,000th passenger vehicle rolled out. Launch of the Tata Sumo + Series. Launch of the Tata Indigo. Tata Engineering signed a product agreement with MG 2003 Rover of the UK Launch of the Tata Safari Limited Edition. The Tata indigo Station Wagon unveiled at the Geneva Motor Show. 8

On 29th July, J. R. D. Tatas birth anniversary, Tata Engineering becomes Tata Motors Limited. 3 millionth vehicle produced. First City Rover rolled out. 135 PS Tata Safari EXi Petrol launched. Tata SFC 407 EX Turbo launched.

2004

Tata Motors unveils new product range at Auto Expo 04. New Tata Indica V2 launched. Tata Motors and Daewoo Commercial Vehicle Co. Ltd. sign investment agreement. Indigo Advent unveiled at Geneva Motor Show. Tata motors completes acquisition of Daewoo Commercial Vehicle Company. Tata LPT 909 EX launched. Tata Daewoo Commercial Vehicle Co. Ltd. (TDCV) launches The heavy duty truck NOVUS, in Korea Sumo victa launched Indigo Marina launched Tata Motors lists on the NYSE

2005

Tata Motors rolls out its 500,000th Passenger Vehicle 9

The Tata Xover unveiled at the 75th Geneva Motor Show Branded buses and coaches Star bus and Glob us Launched Tata Motors acquires 21% stake in Hispano Carrocera SA, Spanish bus manufacturing Company Tata Ace, Indias first mini truck launched Tata Motors wins JRD QV award for business excellence. The power packed Safari Dicor is launched Introduction of Indigo SX series luxury variant of Tata Indigo. Tata motors launches Indica V2 Turbo Diesel. One millionth passenger car produced and sold Inauguration of new factory at Jamshedpur for Novus Tata TL 4*4, Indias first sports utility Truck (SUT) is Launched

Launch of Tata Novus Launch of novus range of medium trucks in Korea, by Tata Daewoo Commercial vehicle Co. (TDCV)

2006

Tata motors vehicle sales in India cross four million mark

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Tata motors veils new long wheel base premium Indigo & X-over concept at Auto Expo 2006 Indica V2 Xeta launched Passenger vehicle sales in India cross one- million mark Tata motors and marco polo, brazil, announce joint venture to manufacture fully built buses & coaches for India & markets abroad Tata motors first plant for small car to come up in West Bengal TDCV develops South Koreas first LNG- powered TractorTrailer Tata motors and First Group announce three additional Cooperation agreements 2007 Tata motors introduces a new Indigo range Tata motors launches the long wheel base Indigo XL, Indias first stretch limousine Joint Venture of TATA motors with FIAT motors. Fiat vehicles are available in Tata showrooms.

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2.COMPANY PROFILE: AUTOMATRIX- EXPERIENCE EXELLENCE

Name Location AUTOMATRIX - Experience Excellence Bejai Mangalore- 575004 Tel No : 0824-2222235/36/37/38 E- mail Year of incorporation Founders Fax No : 0824-222240 matrixworks2404@yahoo.com April 2000 Mr.D. Rajendra Kumar Mr. D. Harshendra kumar Managing Director Financers Insurance Mr. D. Rajendra Kumar Tata Motors finance, ICICI Bank, HDFC Bank New India Assurance Co. Ltd, United India insurance co. ltd, ICICI Lombard Branches Mangalore, Udupi, Hassan and Honnavar

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a. Background and Inception of the company

The Matrix Group was formed in the year 2000. it was a new hope in the horizon of the new millennium. It was established with new enthusiasm to bring in new dimension in the automobile business.

Today Tata Passenger Car Dealership is one of the most versatile company with (3S) sales, spares, service facilities in single point in main dealership at Mangalore as well as its branches at Udupi, and Hassan.

Automatrix is also proud of its highly skilled and trained manpower with best of the Equipment industry has.

Automatrix has always believed Experience Excellence. True to that, it has scored best in Customer Satisfaction Industry Survey.

In the year 2001 Matrix Group also succeeded in getting Honda dealership for the 2 wheeler product and it was named as Honda Matrix.

Honda Matrix was overwhelmingly received by the public because of superiority of product and establishment. Today Honda Matrix has Honda 13

authorized service centres at Udupi, Mangalore, achieving higher goal year after year. In the year 2002, trust matrix was established for organized used car business which is more transparent in the interest of customers. Today it has become one of the most trusted brands of used car business.

Automatrix is one of the main dealership in Karnataka which solely cover The passenger and utility car segment, the coverage of Automatrix is dakshina Kannada, Udupi, Hassan, Chickmaglur and Honnavar.

Tata Motors felt the need for establishing a dealership in Mangalore , so As to satisfy the demand in Mangalore and Surrounding areas, which have A large potential customer base.Thus the establishment of Automatrix come into beginning.

Automatrix Mangalore was incorporated in the year 2000 in the month of April. The founders were D. Rajendra Kumar and D. Harshendra kumar.

Automatrix in Mangalore is very much centrally located having a big spacious showroom with beautiful interiors and clear display areas. It has a well- equipped workshop employing the latest machinery. With experience technicians as also other personnel working in all the departments. It is known for timely supply and service.

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MATRIX PHILOSOPHY

Experience Excellence has been our belief in terms of sales, service and spares in which quality, timing and service are our paramount goals. Customers are giving all the information that they need to know, thereby, transparency is maintained.

AUTOMATRIX SERVICES:

Automatrix provides a wide range of service packages for the Customer To benefit from. They are discussed herewith.

3S Facilities:

Automatrix provides the 3S facilities in all three branches. This Facility relates to Sales, Service and Spare parts.

There are two separate outsider counters in Automatrix.

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-Finance and insurance

Finance:-

Automatrix provides finance through Tata motors finance, ICICI Bank and HDFC Bank. These companies provide up to 90% of the vehicle Price and for a maximum period of 7 years. It depends upon the Customer which scheme he wants to opt for payment.

Insurance:

Insurance is provided through the New India Assurance Co. Ltd, united India insurance and ICICI Lombard.

RECRUITMENT POLICY: Recruitment Sources of recruitment: 99% of the recruitment is through application received by Advertisements. Rest of the recruitment is through unsolicited applications. Recruitment requirements :-

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Recruitment is made mainly on the basis of

Work experience Relevant factors necessary for the work. Family background is also looked upon while reviewing applications.

Recruitment procedure:Selections are made through a selection committee set up for this Purpose. This committee involves at least for 3 managers. Steps generally followed :

After receiving the application, they call for interview. The committee selects one or two additional candidates for the second round of interviews.

The second round of interview is conducted by the managing Director. There is no scope for influence or bias.

Employee benefits:

There are a total of over 200 employees in the Mangalore branch and 30 each in Udupi and Hassan branches.

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The employees are given the following incentives:

Performance based incentives. Provident fund

Insurance- ESI (Employee State Insurance) Annual bonus Leave as per provision for the low. SALES PROMOTION AND PROCESS

THE PROMOTIONAL TOOLS:

ADVERTISING:

Public presentation: advertising in public nature confers a kind Legitimacy on the product and also suggest a standardized offering.

Pervasiveness: advertising permits the seller to repeat a message

many times. It also allows the buyer to receive and compare the massage of the buyer to receive and compare the massage of

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various competitors. Large scale advertising says something positive about the sellers Size, power and success..

Amplified expressiveness: advertising provides opportunity for Dramatizing the company and its products through the artful use of Print, sound and colour.

Impersonality: the audience does not feel obligated to pay Attention or respond to advertising. Advertising is a monologue in Front of not a dialogue with the audience.

Certain forms of advertising (T.V adds) can require a large budget, where as other forms ( Newspaper ads.) dont. just the presence of advertising might have an effect on sales. Customers might believe that a heavily advertised brand must offer good value.

SALES PROMOTION:

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Firstly let us look at a definition of sales promotion by, Robert, C. Blattberg and Scott. A. Nielson in their book, Sales promotion, concept methods and strategies.:

Sales promotion is a key ingredient in marketing companies, consists of a diverse collection tools, mostly short term, designed to stimulate quicker or greater purchase of particular product or service by consumer or the trade.

SALES PROMOTION TOOLS OFFERS THREE DISTINCTIVE BENEFITS:

1 . Incentive : They incorporate some concession, inducement, or Contribution that gives value to the consumer. . Invitation : They include invitation to engage in a transaction now. . Communication : They gain attention and may lead the cosumer to the product.

Companies use sales promotion tools to draw a stronger and quicker response. Sales promotion can be used for short-term effect such as to

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dramatizing product offers and boost sagging sales.

PERSONAL SELLING:

Personnel selling is the most effective tool at later stages of the buying Process, particularly in building up buyer preference, Conviction and Action.

Personal selling has three distinctive qualities:

personal Confrontation: personal selling involves an intermediate and interactive relationship between two or more persons. Each party is able to observe the others reaction.

cultivation: personal selling permits all kinds of relationships to spring up, ranging from a matter of fact selling to a deep personal friendship.

response : personal selling makes the buyer feel under some obligation for having listened to the sales talk.

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Public relation and publicity

The appeal of public relations and publicity is based on three distinctive qualities.

Ability to buyers off guard : public relations can reach prospects that prefer to avoid sales people and advertisements.

dramatization: public high creditability: news stories and features are more authentic and more credible relations have the potential for dramatizing a company or product. Direct marketing is: Non- public : the massage is normally addressed to a specific person. Customised : the massage can be prepared to appeal to the addressed Individual. Up to date : As massage can be prepared very quickly. interactive : the message can be changed depending on the persons response.

SALES PROMOTION POLICY AT AUTOMATRIX:

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Automatrix offers a wide range of attractive schemes and offers designed To suit customer of various segments. These include:

Test Drives Exchange offers (trust matrix) Spot financing ( easy financing) demonstration Insurance Scheme

A look into the TRUST MATRIX offer will be beneficial. TRUST MATRIX:

Perfect Wheel Deals Trust matrix is a part of matrix group. It is an effort to give organized Form to the used car market. There by making both selling and buying a Trust worthy process. It provides the following benefits : Cars of any brand or model can be bought and sold. All cars are suitably priced. Quick and easy paper work. Guarantee on all cars. Free service available on all cars.

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Workshop and body shop with skilled personnel to look after the Service needs. Easy finance option. Trust matrix sells or buys used car only if: Its less than 5 years old. Supported by all necessary document. Not owned by more than two people. Meet the stringent-172- point evaluation process. Each car gets a certificate from trust matrix on its conditions and ability thereby making it easier for a buyer or seller to decide.

Transparent deals:

Trust matrix believes in being transparent with customer throughout the process of buying and selling.

Price tags detail on each car available. The staff attends to all queries. Test drive facility available. Post details of the car shared with the customer.

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Advertising :

Advertising is done through two ways:

print media, and Electronic media.

Print media involves advertisement in local dailies (Udayavani, Vijay Karnataka, etc),Hoardings, handbills.

Electronic media involves local T.V. channels are used to promote their Scheme.

Showroom Display Procedure:

Overview: The showroom is the critical area in which a customer forms his impression of the product, the dealership and manufacturer.

Hence the showroom should be well maintained with a clean and neat Visibility of all the display of the products available. It would be Preferable if the showroom also displays additional accessories of the Product, as it would give a good look to the product.

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MARKETING/SALES PROCESS AT AUTOMATRIX:

Walk in

Discussion

Explaining products/price

Negotiation

price/Discount

Fixed Price (financing)

Booking

Delivery

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SALES PERFORMANCE OF AUTOMATRIX:

YEAR 2001-2002 2002-2003 2003-2004 2004-2005 2005-2006 2006-2007

SALES ( In numbers) 400 550 800 1100 1362 1800

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INFERENCE:

Here there has been a steady rise in the sales. Being a comparatively new dealership in the area it will take some time for sales to accelerate to a much better level.

There was an increase of 150 vehicles to 550 in the period of 2002-2003, From the previous period (2001-2002) figure of 400. the figure jumped by 250 vehicles in 2003-2004 to reach 800 vehicles. The figures even improved In 2004-05 with tremendous sales of 250 vehicles sold to reach 1100 Vehicles sold in the year.

Last year the sales went up to 1362 vehicles. In the current financial year The projected sales is estimated to be about 1800 vehicles for the year end.

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1.4 TATA PRODUCTS LINE UP

The Tata engineering and locomotive company limited (TATA Engineering) was incorporated on September 1, 1945 at Jamshedpur When TATA SONS took over Singhbum Shops from the erstwhile East India railways to produce locomotives and general engineering Employment.

TATA MOTORS product range covers passenger cars, multi utility vehicles And light, medium and heavy commercial vehicles for goods and passenger Transport. Seven out of 10 medium and heavy commercial vehicles in India bears the trusted TATA mark.

A brief look at the different categories maintains has been done here with more emphasis on the passenger car and multi utility vehicles. 1. Commercial vehicles 2. Defence vehicles 3. Passenhger car 4. Multi utility vehicles (MUV)

1) COMMERICIAL VEHICLE: More than half a century of impressive presence and Tata Motors continue to preside India with top of line commercial vehicles. Tata Motors is 29

Indias largest and among the worlds top ten commercial vehicle manufacturers. Tata have over 130 models providing a wide variety of commercial transport solutions. Tata Motors has taken over Daewoo commercial vehicle (Trucks) to dominate Middle East and far east. Tata buses are the most commonly used transport vehicles in India. From school buses to passenger buses Tata is able to dominate the Segment.

11) TATA DEFENCE VEHICLE:

Wide range of Tata Vehicles are used for the defence purpose as defence Vehicles. Tata also produces off road defence vehicles with 4*2, 4*4 and 6*6 defence vehicles.

111) PASSENGER CARS:

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The passenger car division was born out of vision to offer the Indian customer all the comfort of the big car at the price of a small car. It has created a revolution in the car industry since its establishment. Tata has rewritten the rules of the Indian car industry.

SEGMENTATION OF CARS IN THE INDIAN MARKET:

What are A, B, C, D, and segments?

A two-box car (with a engine compartment and a passenger Compartment) with an engine lower side of 1000cc can be safely termed as an A-segment car.

Ex: Maruthi 800, Alto 800. However, the alto 1.1 is an A plus car. Bigger two box cars with engine above 1000cc and below 1300 cc. can be termed as B segment car. Plum examples being the Zen, WagonR, Santro Xing, Tata indica and Xeta.

Small three box cars; most of the time hatch backs with aided boots form The lower C-segment. Icon (based on the Fiesta hatchback), Siena (based on palio hatchback), the corsa sedan (based on corsa hatchback) and Tata indigo (based on indica hatchback). These cars have engines that

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Very from 1300cc to 1600cc. a proper V-segment is the Honda City (old one ), accent or a lancer. Because they never had any hatchback root to begin with.

D-segment is slightly blurred. Bigger three box cars with 1800cc or more Engine come into play here.the lower D-segment comprises of the Chevrolet Optra, Toyota corolla and to some extent Skoda Octavia. The Proper D-segment car will have a 2000cc or bigger engine. Then there are cars such as the C- class Mercedes Benz which falls between the lower and upper D-segment cars.

Utility vehicles are classified into two groups. Sports utility vehicle like Mahendra Bolero, Ford Endeavour and Tata safari dicor. These vehicles Always have high-rise body in order to give it anywhere go vehicle. Multipurpose utility vehicle like Toyota Quails, Tata Sumo etc. these are somewhat SUVs but built not for off road terrain.

INDICA: More car per car,

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In September 1995, rattan Tata chairman of TATA motors had a dream. A Dream he believed he shared with every Indian. well have a car with The Zens size the Ambassadors internal Dimension, the price of a Maruthi 800 and with the running cost of diesel.

It took an Indian to understand that the average ( and nor large) Indian family consisted of five members, that a rupee saved was a rupee earned and that Indian highways called for a really sturdy car body.

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In December 1998, the dreams come true. And it was only fitting that a car built by Indians for Indians was called Indica [Indian car]. It was the first car that seriously took all Indian sensibilities into consideration and INDICA was introduced. In Diesel Variant, then followed by its Petrol Version. Indica stormed the market with a guest by setting a record of Fastest selling car 1,00,000 cars sold in just 18 months.

February 2001 saw the nest stage in the evolution of Indica. the Indica V2 a car that embodied everything the Indica had with several added features like Super Drive Engine. Block chock Absorbers, a smooth ride suspension, easy shift gears and wide tread tyres. It married the power and comfort of a large car with the manoeuvrability of a small car. These features are available in both petrol & diesel version. Indica V2 Has all the features of a big car packed into this small car:

MORE POWER:

The Indica V2 petrol has a 1405cc, MPFL system controlled engine. This Engine has a peak power out put of a whopping 75 BHP the highest in this Price class and it zoom from 0-60 kmph in an incredible time less than 6 seconds.

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The Indica V2 diesel also houses 1405 cc,water cooled indirect injection system engine with a peak power or 53.5 BHP @ 5000NMP.

MORE Technology:

Indica V2 petrol & diesel also has a 16 bit microprocessor ECU & SENSORS that manages the entire engine.

MORE Space:

We Indians are a generously built lot. Thats why the Indica V2 (Petrol & Diesel) has one of the largest cabins in its class. Its large, well Appointed cabin seats 5 large adults in luxurious comfort. It also a generous boot to pack in the entire familys bags for the weekend vacation. And in case you need to transport something large, the rear seats are fully foldable.

MORE Safety:

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The driving conditions in India demand a car you can trust. And our proven safety record has been vouched for by a lot of grateful owners. The Indica V2 comes packed with safety features that keep your loved ones safe. It has a rigid 980 kg solid steel frame. A collapsible steering wheel. Side impact bars. An energy absorbing crumple zone. And child locks.

MORE Style:

The Indica v2 petrol was designed to stand out in a crowd. Thats why we Embellished it with very little touches that make a big difference. Like a rear spoiler that has an integrated LED brake light. Chrome plated Exhaust pipe. A sporty gear knob, a distinctive white instrument dial, a classy silver-tone center console, beige coloured interior.

Refreshing New Colours available: Amethyst blue, carnival red, oasis green, citrine gold, arctic silver, dusky gray, carbon black, mint white.

Awards for Indica: 36

Tata Indica won the voice of the customer awarded for BEST DIESEL SMALL CAR at NFO automotive India 2002and 2003. It won the BEST RESALE VALUE in the diesel small car segment in the used car buyer study. The technology development board of the department of science and technology, government of India, recognized the indigenous development and successful commercialization of the Indica by awarding TATA motors the national award for successful commercialization of indigenous technology by an industrial concern for 2000.

TATA INDICA XETA

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The new xeta is 1.2 litres extra fuel-efficient; torque advantage petrol Engine delivers frugal consumption. The 16-bit microprocessor in the XETA Petrol engine even include a knock sensor, which helps reduce Damage from-adulterated fuel, and maintains the efficiency.

Furthermore, there isnt any compromise in power and torque, which Makes every drive a thrill. The luxurious beige interiors come as a standard feature and a first.

COLOURS AVAILABLE Lagoon blue, palm green, salsa red, carbon red, carbon black, arctic Silver.

TATA INDIGO: (SPOIL YOURSELF)

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The TATA Indigo is Indias first mid size totally indigenous premium Feature sedan. It comes in three models in petrol with an 85 Bhp output And in turbo diesel with a 62 bhp output in six attractive Colours. The Indigo is available in 100 dealership by a 436 number strong service Network across 168 cities in the country.

Spoil Yourself In Comfort:

The luxurious Tata indigo comes with something that more expensive Cars should, but dont. An independent 3 linked struts to evenly distribute bumps and dampen shocks. Inside, its anti-submarine seats have a greater wrap profile to keep you cushioned in comfort without compromising on your safety. It also gives the seats additional lumber and thigh support to keep fatigue- free on long drives. The Indigo comes with larger 14-inch wheels. These wheels provide enhanced grip and handling and therefore, smoother rides. While special anti-vibration melt sheets and high quality cabin insulation ensure that noise, heat and

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vibration are kept to a minimum. How else could it have passed stringent refinement tests at one of the worlds best testing agencies? And if that is not enough to feel like youre being indulged, how about the leatherwrapped steering wheel and gear knob? Or the carbon fibre, brushed aluminium look interiors? Or indeed, power steering, power window and HVAC system?

Spoil Yourself With Space:

The Indigo is designed for you to travel in huge and great comfort. Start off by opening the Indigos doors. Their wide opening angle makes getting in and out very easy, also reducing the load on your knees and back. Sit down and discover a comfortable, higher-seating position and an ergonomically designed cabin larger than that of many far more expensive cars. This extra space has been made possible by some smart designing. Coupled with this space is the 450 litres boot, essential for letting family spoil themselves with all their favourite things on weekend getaways.

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Spoil Yourself With Safety:

What use is comfort without peace of mind? Thats why Tata have put the Indigo though rigorous tests at their and Indias only, crash test facility. There, its solid steel monologue frame sailed through European standards Of Dull Frontal and offset frontal crash tests. They have also installed a fire-preventing Interia switch that minimizes fuel leakage in the event of an accident. Then theres the vent drum brake system with9-inch boosters to ensure safe emergency stop. Finally, lets not forget front and rear seat belt come as standard equipment. As do side-impact beams, crumple zones and a collapsible steering column.

Spoil Yourself With Performance:

The Indigo offers two powerful engine options. You could choose the1.4 litres, MPFi petrol engine. This power plant delivers 85 Ps@6000rpm and a torque of 11 Kgm@300rpm. Alternative, you could choose the 1.4 liters, turbo- diesel engine, the only turbo in its class. The workhorse power out 62 Ps@4500rpm and a torque of 12.5Kgm@3000rpm. While a stiffened body sheel; larger wheels, a sophisticated suspension and a responsive steering wheel combine to offer class leading ride and handling characteristics.

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Spoil Yourself With Style: The Indigo is as distinctive on the outside as it is on the inside. Its Contemporary styling ensures that it stand out in a crowd. And to Understand how it does just that, take a look at the details. Like the Chrome- lipped grille and rear number plate. The elegant clear lens Headlamps, the eye- catching trapezoidal, clear lens tail lights. Its sinful Velour upholstery Colours.

Award for Indigo:

The ICICI bank and overdrive awards 2003, voted Tata Indigo as The MOST EXCITING NEW CAR of the year. The Tata Indigo was adjusted the best value for money car at the Prestigious CNBC auto car, Auto Awards 2003.

The spoiling colours available.

Mint white, mica black, medow green, arctic silver, jazz blue ,crystal Mica.

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TATA INDIGO MARINA: (carry your world)

Carry Your World In Space:

The Indigo marina offers you endless solutions to carry your world. Smart desining of the interiors allows for practical storage options. Coins, Map, sunglasses, and magazines- they all have their own little corner in the car. Discreetly placed so as not to hinder your comfort, yet conveniently located within easy reach.

Then you have 670 litres of intergrated luggage space, accessible from within by folding the retractable parcel self or just stowing it away. If you require more, simply flip the rear seats forward. This increases the 43

luggage space to 1370 litres, adequate enough to carry any oversized item without a hitch.

Carry Your World In Style:

The body style of the Indigo marina makes it stand out anywhere. The backward sweep of the roof dips slightly at the rear to merge seamlessly with the curvaceous, clean tailgate. The glass house provides a great all round view with the intergrated rear, having a pillar-less look accentuated by full length vertical D pillar and clear lens tail lights. Two Sporty roof rails, chrome embellishments at the front and the rear, clear lens tear drop headlights and side indicator lights heighten this exterior appeal.

At 4130 mm, the Indigo marina is quite compact, and its yet roomier Than more expensive sedans. The interiors wear a chrome lined dual Dialed instrument panel with digital odometer and telltale lights to help you stay connected with your drive. While the leather-wrapped steering wheel and gear knobs, colour coordinated trims with seats, doors and dashboard provide a luxurious feel inside. With its style and elegance, the Indigo marina is guaranteed to make you feel special every time you step Into the car.

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Carry Your World In Safety:

the Indigo marina comes with the reassurance of meeting European full frontal, offset partial and rear crash impact safety norms. Its 1100 kg kerb weight brings the car to the ground, while wide 14-inch wheels provide better road grip and stability. The high driving position offers you a complete all round view of the road ahead, making the car one of the safest to drive on the road.

In the event of an accident, the Marina envelops you with a ring of Protection. The steering is collapsible, the glass shatter proof, with antiSubmarine seats in the front to ensure passenger protection. At the same time. energy absorbing bumpers, front crumple zones and side impact beams on all four doors further secure the rigid steel cage. Also there are the ELR type seat belts, which prevent you from harm during any rapid deceleration of the car.

CARRY Your World In Comfort:

The Indigo Marina is powered by the tried and proven 1.4 litre Performance 85 Ps Petrol or the highly fuel efficient 62 PS diesel engine.

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On the inside, the cabin noise, vibration and harshness of the drive train is kept to a minimum for enhanced passenger comfort.

Driving is also a pleasure, with power assisted steering and a short turning circle radius of just 5 metres. Power windows for all four doors, a powerful HVAC, two power sockets (one each in the front and rear), rear window defogger with wash and wipe facility add to the sense of luxury.

Rear seat comfort is the best in class, with independent waterfall type headrests for all 3 passengers. The unique 3-link independent rear suspension and gas filled shock absorbers isolate road imperfections and provide a comfortable ride.

The doors open 90 degrees, allowing you and your companions to easily Enter and exit the car, with well-contoured seats at a comfortable height. The low sill height ensures that baggage can easily be loaded and Removed without straining your back.

Carry colour available: Mint White, Steering gold, Glacier blue, Carbon Black, and Arctic Silver.

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TATA UTILITY VEHICLES:

Tata entered the four wheel market, beginning with the late 1080s, Tata Motors has been successfully introducing a wide range of utility vehicles Such as pickups, estates and sports utility vehicles both in India and overseas thus facilitating a considerable presence of the Tata brand internationally.

TATA SAFARI DICOR: (make your own road)

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Telco made a super strong, extremely contemporary and fresh design, the machine has an imposing street presence vehicle. Its sports utility vehicle is the TATA SAFARI DICOR.

The TATA SAFARI DICOR is to put maximum distance between the people and civilization; this Direct Injection Common Rail (DICOR) Engine is an indigenously developed powerhouse. A 32-bit micro processor electronically monitors and controls the fuel pressure, quantity and injection timing making the engine extremely responsive and fuel efficient while keeping the emission and NVH levels significant low. Dicor hardly breaks a sweet offroading, climbing up step inclines or sipping past landscapes.

Now all the fun and adventure of a 4-wheel drive is within reach of anyone. The safari dicor can seat 7 with ease. Though enough for the Unfriendliest of tension safari isnt short of creature either. Power steering and air conditioning means this is no Raw-off-roader. A weatherproof camera below the rear number plate provides it with an unobstructed view of world behind it. The antilock braking system (ABS) with

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Electronic Brake Force Distributing (EBFD) helps in efficient braking while ensuing that the wheels dont lock. A-litre engine makes light work of long journey and electronically selectable 4*4 ensures that can move Effortlessly from 2 wheels to 4- wheel drive, while on the move.

Colours Available:

Passion Red, Arctic White, River Rock Green, Light Gold, Arizona Blue, Quartz Black and Arctic Silver.

B) TATA SUMO VICTA (WHAT YOU DRIVE, IS WHO YOU ARE)

World of your own:

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The Sumo has always been preferred for its spaciousness. The Sumo Victa add a touch of elegance and panache with its all new interiors that allow you to use it efficiently. The new seating arrangement enables you to split and fold the second row while the first row of front facing seats can be completely removed. So, you have more then half a cabin of being in your own space, in a cabin thats the quietest in its class.

The Look and the Second Look:

The new bumpers, rear fog lamps and the tall clear tail lamps make a point, with the stylish spare wheel cover complementing the new yet understated look of the sumo victa.

With You in Mind: You would love to drive the victa. The all-new cockpit is configured with you in mind. The steering comes leather wrapped and is inclined at an

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appropriate angle for your comfort. Where as, the new switchgear and gear knob provide that nice tactile feel. The instrument panel is easy on the eye, with tachometer and an odometer for you to stay connected with your drive. Power window switches for all four door are within an arms length in the conveniently located floor console. For long drives, you can adjust the lumbar support in your seat, as you want it. Climate control is both in the dashboard and through a roof mounted AC.

Colours Available:

Quartz Black, Pacific Blue, Marble Beige, River Rock Green, Passion Red, Arctic White, Arctic Silver.

TATA SPACIO GOLD:

Spacio Gold is truly a sub class of the TATA Sumo. It appears just like Sumo but with bright round lamps and higher road clearance. It is packed with several features like Body coloured bumper, side and reare aluminium footsteps, DI engine, and many more.

Tata Spacio is another genuine effort put by the Tatas to give you a Combination of power and comfort. Though originally built to meet

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Countries long cry for a rural vehicle, Spacio just meets it with style.

It is power by the most successful LCV engine drawn from the famous Light truck 407. with this powerful engine of capacity of Spacio provides The required power to pullover any train of rural condition.

Colours available are :

Arctic Silver, River Rock Green, Passion Red.

TATA MOTORS Distribution Network

Tata Motors Offices and Network:

Passenger car business unit customer support

MUMBAI

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PUNE

Regional offices: - Bangalore Gurgaon Kolkata

Passenger car business unit offices: -

Northern Region:-

Chandigarh Lucknow

Eastern Region : -

Bhubaneshwar Guwahti Jamshedpur Patna

Southern Region: -

Chennai Ernakulam Secundarabad

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Western Region: -

Ahmedabad Indore Jaipur Nagpur Pune

Tata motors have a wide coverage of dealers spread around 32 states of India. Tata has 3 types of dealers.

Main dealers: (M.D) They are dealers who have the authority to sell vehicles warranty, sell Spare parts and service. There are altogether 125 (M.D.) in India.

Tata motors Authorized service point ( TASP)

They have the authority to service the Tata vehicles. There are altogether 32 such TASP in India.

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Tata Motors Authorized service centre (TASC)

They have the right to claim warranty and service. There are 205 such TASCS in India.

TATA DEALERS IN KARNATAKA:

Main Dealers : 7

TASP

: 6

TASC

: 7

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CUSTOMER SATISFACTION 4.1 AN OVERVIEW:

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Revolve your world around the customer and more customers will revolve around you seems to be the mantra for todays business. Customer expectation and satisfaction are the factors that play a major role in service industry. In a perfect world expectation and satisfaction would be identical, customers would perceive that they receive what that thought they would and should receive. In general, satisfaction is a persons feeling of pleasure. If the performance matches the expectation the customer is satisfied. If the performance exceeds expectation the customer is highly satisfied or delighted. 4.2 CUSTOMER EXPECTATION & MEASURING SATISFACTION A) Customer Expectation:

How do buyers from their expectation? Is the general question to be answered before customers satisfaction and expectation?

With the growing and developing competitive market the customers are believed to set up their expectation based on: Buying Experience Friends Associates advice

Marketers Promises Competitors information If marketers raise expectation too high, the buyer is likely to be disappointed. However if the company sets expectation too low, it wont attract enough buyers.

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What customers expect is one of the roots for understanding the customers expectation. B) Measuring of satisfaction:

If the company increases customers satisfaction by lowering its price or increasing its service, the results may be lower profits. Also the company has many stakeholders including employees, dealers, suppliers and stockholders. Spending more to increase customers satisfaction of other partners or reduces the profit of the firm. Ultimately the company must operate on the philosophy that it is trying to deliver a high level of customers satisfaction, subject to delivering acceptability. 4.3 TOOLS FOR MEASURING CUSTOMER SATISFACTION a) Feedback and suggestion system. This system has made by issuing feedback form To the customer. b) Satisfaction or non-satisfactory levels are measured by analyzing this system.

c) Lost customer analysis. This system is done by sales process documentations (Prospect Data Bank Creation). Green Form insists

Customer requirement and satisfaction level and his area of interest where company lost their customer.

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PROJECT SURVEY 5.1 ANALYSIS AND INTERPRETION 1. How do you read looks and layout of the showroom?

Options Excellent Good Average Poor

Percentage 20 48 30 02

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Here 20% said it was excellent, 48% said it was good, 30% said it was average, 2% only said it was poor. Dealership being located in a central but on one corner of the city. The response for excellent is low. Are the workings hours of the showroom convenient? Options Yes Reasonable No Interpretation: Here 41% said yes, 36% reasonable, 23% no. The reason being the timing of 10 A.M. to 7 P.M and closed on Sundays. Percentage 41 36 23

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Were the models of your choice or interest available when you went for enquiry? Options Yes No Total Percentage 69 31 100

Interpretation: Here 69% said yes, and 31% said no. It is noted that at least one vehicle of model is kept for display or test drive.

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Where you immediately attended to when you arrived at showroom? Options Yes In reasonable time Delayed Total Percentage 63 31 06 100

Interpretation: 63

Here 63% said yes, 31% said in reasonable time and 6% said they were asked to wait or it was delayed. It is high percent of yes because of the adequate number of staff.

Country & friendliness of the staff?

Options Excellent Good Fair Arrogant Total

Percentage 27 42 24 05 100

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Options Fully satisfied Satisfied Un-satisfied Total

Percentage 42 50 08 100

Interpretation:

Here 29% said excellent, 52% said good, 14% said fair and 5% said arrogant. There is high percent of good because of the well-trained sales personnel and closely followed by fair class because of language barriers.

Are you satisfied with tour expectations regarding Auto Matrix as a company?

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Interpretation:

Here 42% of them feel fully satisfied, 50% feel satisfied and 8% feel unsatisfied. The accountability of satisfaction is because of the additional fallibilities like trust matrix, Easy finance, timely delivery etc.

How do you rank car looks? Options Excellent Fair Good Poor Total Percentage 48 22 25 05 100

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Interpretation: Here 25% have rated good. Excellent 48%, Fair 22% and poor 5%. Most of the customers felt they have the best looking vehicle available due to smart smiling look of Tata Vehicles

Is your Tata Vehicle comfortable? Options Comfortable Good Uncomfortable Total Percentage 81 19 0 100

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Options Excellent Good Fair Poor Total

Percentage 15 35 27 23 100

Interpretation: Here 81% feel it comfortable, the rest agreed to it. All Tata vehicles are built for Indian family and it is clearly notable the TATA is the king in comfort ability.

How do you rate driving experience?

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Interpretation:

Here 35% have rated driving to be good, 15% have rated excellent and the rest were reasonable. There is some what unsatisfaction about driving quality became of high-rise Bonnets of Indigo and Safari.

How do you feel about maintenance cost? Options Too costly Reasonable Cheap Total Percentage 68 30 02 100

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Interpretation:

Here 68% felt the pain of maintenance, the rest are complaining. Most of the customers felt that costly spare parts and repairs are very expensive. This sector specially needs to be focused on. Are you satisfied with the performance of vehicle? Options Absolutely Some what Dissatisfied Total Percentage 32 38 30 100

Interpretation: Here 70% are satisfied and the rest 30% are not satisfied. It is notable that performance of the vehicle is needed to be improve, the main reason being improved stated is the bulkiness and low pulling capacity of the vehicle.

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Knowledge level of the sales personnel about the model enquired? Options Absolutely Some what Dissatisfied Total Percentage 32 38 30 100

Interpretation: Here 68% said to be excellent, 28% good, 11% fair. The sales personnel are all well trained and experienced. Hence there is a very positive response.

Where you given sufficient time to take your own decision? Options Yes Somewhat No Total Percentage 46 40 14 100

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Interpretation: Here 86% were given enough time and the rest 14% did not agree to it.

Most of the customers were given sufficient time to decide but still a few thought they had not been given required time to take decision.

Whether you were depending only on TATA products for needs? Options Yes No Total Percentage 30 70 100

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Interpretation:

Here 70% respondent was a new customer, and the rest 30% were existing customers. It is notable that with timely launch of the new refined and developed products into the market. TATA is able to capture the other companys market share. Was the vehicle delivered on the time promised? Options Yes In a Reasonable Time No Percentage 57 21 22 73

Total

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Interpretation:

Here 78% were delivered within speculated time limit. Most of the customers were delivered in time but a few were not, due to the non-availability of the vehicle and on seasons demand. 74

Did sales personnel spend enough time with you during the time of delivery? Options Yes Some what No Total Percentage 63 27 10 100

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Interpretation: Here 63% said yes, 27% said some what time was spending with them by the sales person and the rest said no. Sales personnel do indeed spend a lot of time with the customers at the customers at the time of delivery by explaining the emergency service and emergency services and other features of the vehicle. What made you buy TATA vehicle? Options Mileage Price Maintenance Looks Comfort ability Other Referrals Total Percentage 13 15 11 29 22 10 100

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Interpretation: Here it is seen that TATA products are mainly selected for their looks and comfort ability closely followed by the price factor. Hence these three are the key factors for the success of product. How do you rate your vehicle? Options Excellent Good Fair Poor Total Percentage 37 21 23 19 100

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Interpretation:

Here 37% rated excellent, 21% good, 23% fair and19% poor. Most of the customers felt their vehicle is excellent compared to other vehicles. This shows the superiority of the product.

Are you satisfied with the quality of TATA product? Options Absolutely Some What Dissatisfy Total Percentage 41 48 11 100

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Interpretation:

Here 89% were satisfied and 11% were not satisfied. There seems to be a greater level of satisfaction among the customers about the product they use. While buying Tata vehicle whom did you contact first? Options dealers bank agent reference total Percentage 48 18 11 13 100

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Interpretation: Here 48% contacted the dealers first, 18% bank, 11% agent and 23% their personal reference. Most of the sources of customers are fresh hand customers who directly contact the dealers are sourced in by referrals or Tele service department. COMPLAINTS AND SUGGESTIONS COMPLAINTS: Inadequate power High Bonner high boot door(indigo only) slow functioning of air-conditioning high pricing( safari and victa) Promises made, not fulfils

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some customers feel that showroom is located in a corner of the city poor riding quality Replacements of parts even when it can be repaired. long time taken to repair improper working timing SUGGESTIONS Show room to be kept open at least for half day on Sundays. accessories promised at time of sale need to be delivered to customer Consultation of customer before replacement of costly parts. Proper delivery dates to be given. engine needs to be refined on still developed to give more power and mileage Riding quality of the vehicle can be improved by fixing good high seats and adjustable steering. as it is seen that advertisement is the main sourced customer, more big and beautifully set ads extensively used to attract more people

SUMMARY AND CONCLUSION This study has been submitted in partial fulfillment of the requirement for the award of degree in Bachelor of Business Management to the Mangalore University. Tata motors are Indias largest and only fully integrated automobile company. Today Tata Motors is India largest commercial vehicle manufactures with a 59% market share and ranks among the top six manufactures medium and heavy commercial vehicles in the world. Tata motors have launched their products in four passenger car segments. In B segment : Tata India V2 (petrol & diesel) and Tata

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Xeta (petrol) In C segment In multi utility vehicle In sports Utility vehicles : tata indigo & tata Indigo Marina (petrol &diesel) : : Tata Sumo Victa & Tata spacio gold (diesel only) Tata safari dicor (petrol & Diesel)

My study observation are basically made on given below concept.

In India around 72% as car market is for small cars (B-segment) sold under Rupees four lakh and this would be likely to remain so for the next 15 years. In this segment there are currently four players (Maruti, Hyundai, Fiat and TATA). The rest 28% of car market is covered by other remaining segments in which there are 13 players. It might be because few global manufacturers could manufacture a car in that price range suitable for the Indian market. So Indica aimed to capture this small car segment, where optimistic prospectus were for a million car demand at between 0.7 and 1 million car per annum with 60% growth expected annually. Indica, Xeta the B segment car was aimed mainly for middle aged people, mostly family man who are much more value conscious interns of costs of remaining vehicle and also to had among space seat five comfortably. Indica Diesel was clearly aimed at a segment where none of the rivals was addressing. Indigo & Indigo Marina (c-segment) was aimed on middle Executive class family people, who want to have status shown off with low cost of running & weekend tours. Hence Indigo was born with bigger engine &boot space.

The huge Safari sports utility vehicle was aimed at the youth, fun loving, adventurous people who demanded a anywhere go vehicle, so as to enjoy the wild Indian roads with the comfort of home. This segment was an untapped segment with only foreign costly payers into it. Safari revolutionized this segment with its launch into it. The Sumo-Victa a utility vehicle where meant to meet the requirements of a Indian joint family society with up to 10 Seater capacity & still space left to fit in a few more. The Spacio gold of this segment was built to meet the rough rural Indian terrain with huge engine fit into it. Last but not least, Tata decided to target those people who value the Swadeshi goods due to the nationalist sentiments attached to it. Mangalore Market is a market with a lot of potential in passenger car unit with a lot of Potential in passenger car and petroleum products which have gone as complementary products to each other. The growth potential could be attributed to the large industries and business units coming up.

Auto-Matrix an authorized dealer for Tata Motors has taken up a great opportunity to under service to Dakshina Kannada, Udupi and Hassan district. Auto Matrix has set up its own branches at Hassan and Udupi to serve best 82

of the best in terms of Quality, Loyalty, Honesty and Integrity to their customers for upgrading their level of satisfaction.

This study deeply observed on, How Auto matrix placed to render service on behalf of Tata-Motors. It is focused on who are car buyers and volume of prospects for Tata passenger car. Main Motto of Auto matrix is bridging between customers and Tata motors.

Fully satisfied 7. Where do you rant TATA vehicles looks? Excellent Good

satisfied

unsatisfied

Fair

Poor

8. Is your TATA vehicle comfortable? Comfortable Good Uncomfortable

9. How do you rate your driving experience? Excellent Good Fair Poor

10. How do you feel about the maintenances cost? Too costly Reasonable Cheap

11. Are you satisfied with the performance of the vehicle? Absolutely Somewhat Dissatisfied

12. Where do you rate your vehicle? Excellent Good Fair 83 Poor

13. Are you satisfied with Quality of TATA product? Absolutely Somewhat Dissatisfied

14. Whether you were depending only on TATA products for your need? Yes No

15. Knowledge level of the sales personnel about the model enquired? Excellent Good Fair Poor

16. Were you given sufficient times to make your own decision? Yes Somewhat No

17. Was the vehicle delivered on the time promised? Yes In a reasonable time No

18. Did the sales personnel spend enough time with you during the time of delivery? Yes Somewhat No

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