A Project on Consumer Perception - Tata As A Brand

Project report submitted in partial fulfilment of requirement for the Award of the degree of BACHELOR OF BUSINESS MANAGEMENT of MATS School of Management Studies & Research, MATS University Pandri Raipur (C.G.).

Under the guidance of Mrs Sonali Malewar Co-ordinator School Of management studies

Submitted by Swapnil Rathore Roll no.MU09BMG018 BBM 5th Semester

Submitted to

Acknowledgement

I have taken efforts in this project. However, it would not have been possible without the kind support and help of many individuals and the MATS University. I express my sincere thanks to Mr. K.S.Chandel. Who guided me throughout my project with constant co operations, encouragement and motivation. I am highly indebted to Mrs. Sonali Malewar for her guidance and Mrs. Geetu Makker Rathod for her constant supervision as well as for providing necessary information regarding the project and also their support in completing the project. I would also like to express my gratitude towards my parents for their encouragement which helps me in completion of this project. My thanks and appreciation also goes to my friends in developing the project and people who have willingly helped me out with their abilities.

Swapnil Rathore

SELF CERTIFICATE
This is to certify that the dissertation/project report entitled Consumers

perception Tata As a Brand is done by me is an authentic work carried out for partial fulfilment of the requirements for the award of the degree of Bachelor of Business Management under the guidance of Mrs.Sonali Malewar. The matter embodied in this project work has not been submitted earlier for award of any degree or diploma to the best of my knowledge and belief.

Signature Of the student

Name Of the student Swapnil Rathore Roll No. MU09BMG018

Objectives of The Project

The study was designed and conducted to accomplish the following objectives: To know about Tata Motors presence in the local market To analyze the market potential of Tata Motor To check the satisfaction level of existing customers To collect the consumers feedback To know about consumers preference To analyze consumers perception towards Tata brand

INTRODUCTION
Tata Group is an Indian multinational conglomerate company headquartered in the Bombay House in Mumbai, India. Tata Group is one of the largest companies in India by market capitalization and revenue. It has interests in communications and information technology, engineering, materials, services, energy, consumer products and chemicals. The Tata Group has operations in more than 80 countries across six continents and its companies export products and services to 80 nations. The Tata Group comprises 114 companies and subsidiaries in eight business sectors, 27 of which are publicly listed. 65.8% of the ownership of Tata Group is held in charitable trusts. Companies which form a major part of the group include Tata Steel (including Tata Steel Europe), Tata Motors (including Jaguar and Land Rover), Tata Consultancy Services, Tata Technologies, Tata Tea (including Tetley), Tata Chemicals, Titan Industries, Tata Power, Tata Communications, Tata Sons, Tata Teleservices and the Taj Hotels. The group takes the name of its founder, Jamsedji Tata, a member of whose family has almost invariably been the chairman of the group. The current chairman of the Tata group is

Ratan Tata, who took over from J. R. D. Tata in 1991 and is one of the major international business figures in the age of globality. The company is currently in its fifth generation of family stewardship. TATA Group's 114 companies are held by its main company Tata Sons and the main owner of Tata Sons are various charitable organisations developed and run by Tata Group. Out of which JRD Tata Trust & Sir Ratan Tata Trust are the main holders. About 65% ownership of Tata Sons which is the key holding company of the other 114 Tata Group Company is held by various charitable organisations. The 2009, annual survey by the Reputation Institute ranked Tata Group as the 11th most reputable company in the world. The survey included 600 global companies. The Tata Group has helped establish and finance numerous quality research, educational and cultural institutes in India. The group was awarded the Carnegie Medal of Philanthropy in 2007 in recognition of its long history of philanthropic activities. Tata gets more than 2/3 of its revenue from outside India. In June 2011, based on market value Tata Group has become India's wealthiest group with $98.7 billion.

TATA PROFILE

The Tata group comprises over 90 operating companies in seven business sectors: communications and information technology, engineering, materials, services, energy, consumer products and chemicals. The group has operations in more than 80 countries across six continents, and its companies export products and services to 85 countries. The total revenue of Tata companies, taken together, was $83.5 billion (around Rs380,663 crore) in 2010-11, with 57.8 per cent of this coming from business outside India. Tata companies employ over 425,000 people worldwide. The Tata name has been respected in India for 140 years for its adherence to strong values and business ethics.

Every Tata company or enterprise operates independently. Each of these companies has its own board of directors and shareholders, to whom it is answerable. There are 28 publicly listed Tata enterprises and they have a combined market capitalisation of about $81.29 billion (as on October 13, 2011), and a shareholder base of 3.5 million. The major Tata companies are Tata Steel, Tata Motors, Tata Consultancy Services (TCS), Tata Power, Tata Chemicals, Tata Global Beverages, Indian Hotels and Tata Communications. Tata Steel became the tenth-largest steelmaker in the world after it acquired Corus, later renamed Tata Steel Europe. Tata Motors is among the top five commercial vehicle manufacturers in the world and has recently acquired Jaguar and Land Rover. TCS is a leading global software company, with delivery centres in the US, UK, Hungary, Brazil, Uruguay and China, besides India. Tata Global Beverages is the second-largest player in tea in the world. Tata Chemicals is the worlds second-largest manufacturer of soda ash and Tata Communications is one of the worlds largest wholesale voice carriers. In tandem with the increasing international footprint of Tata companies, the Tata brand is also gaining international recognition. Brand Finance, a UK-based consultancy firm, valued the Tata brand at $15.75 billion in 2011 and ranked it 41st among the world's 100 most valuable brands. BusinessWeek magazine ranked Tata 17th among the '50 Most Innovative Companies' list and the Reputation Institute, USA, in 2009 rated it 11th on its list of the world's most reputable companies. Founded by Jamsetji Tata in 1868, Tatas early years were inspired by the spirit of nationalism. It pioneered several industries of national importance in India: steel, power, hospitality and airlines. In more recent times, its pioneering spirit has been showcased by companies such as TCS, Indias first software company, and Tata Motors, which made Indias first indigenously developed car, the Indica, in 1998 and recently unveiled the worlds lowest-cost car, the Tata Nano.

Tata companies have always believed in returning wealth to the society they serve. Twothirds of the equity of Tata Sons, the Tata promoter company, is held by philanthropic trusts that have created national institutions for science and technology, medical research, social studies and the performing arts. The trusts also provide aid and assistance to non-government organisations working in the areas of education, healthcare and livelihoods. Tata companies also extend social welfare activities to communities around their industrial units. The combined development-related expenditure of the trusts and the companies amounts to around 4 per cent of the net profits of all the Tata companies taken together. Going forward, Tata is focusing on new technologies and innovation to drive its business in India and internationally. The Nano car is one example, as is the Eka supercomputer (developed by another Tata company), which in 2008 was ranked the worlds fourth fastest. Anchored in India and wedded to traditional values and strong ethics, Tata companies are building multinational businesses that will achieve growth through excellence and innovation, while balancing the interests of shareholders, employees and civil society.

TATA GROUP HISTORY

The beginning of the Tata Group can be traced back to 1868, when Jamsetji Nusserwanji Tata established a trading company dealing in cotton in Bombay (now Mumbai), British India. This was followed by the installation of 'Empress Mills' in Nagpur in 1877. Taj Mahal Hotel in Bombay (now Mumbai) was opened for business in 1903. Sir Dorab Tata, the eldest son of Jamsetji Tata became the chairman of the group after his father's death in 1904. Under him, the group ventured into steel production (1905) and hydroelectric power generation(1910). After the death of Dorab Tata in 1934, Nowroji Saklatwala headed the group till 1938. He was succeeded by Jehangir Ratanji Dadabhoy Tata. The group expanded

significantly under him with the establishment of Tata Chemicals (1939), Tata Motors, Tata Industries (both 1945), Voltas (1954), Tata Tea (1962), Tata Consultancy Services (1968) and Titan Industries (1984). Ratan Tata, the incumbent chairman of the group succeeded JRD Tata in 1991.

TATA GROUP OF COMPANIES

Chemicals

Tata Chemicals Rallis India Tata Pigments Limited General Chemical Industrial Products Brunner Mond Advinus Therapeutics Magadi Soda Company

Consumer Products

Tata Salt I-shakti Casa Dcor Tata Swach Tata Global Beverages Eight O'Clock Coffee Tata Ceramics Infiniti Retail (Crom) Tata Tea Limited is the world's second largest manufacturer of packaged tea and tea products. Tetley Tata Coffee Tata Industries Titan Industries Trent (Westside)

Tata Sky TajAir Tata International Ltd. Tanishq Tata Refractories Westland

Energy

Tata Power is one of the largest private sector power companies. Tata BP Solar, a joint venture between Tata Power and BP Solar Hooghly Met Coke and Power Company Jamshedpur Utilities and Services Company North Delhi Power Powerlinks Transmission Tata Power Trading Tata Projects

Engineering

TAL Manufacturing Solutions Tata AutoComp Systems Limited (TACO) Hispano Carrocera Tata Motors, manufacturer of commercial vehicles (largest in India) and passenger cars Jaguar and Land Rover Tata Daewoo Commercial Vehicle Tata Projects Tata Consulting Engineers Limited Tata Cummins Telco Construction Equipment TRF Voltas, consumer electronics company Voltas Global Engineering Centre Tata Advanced Materials Tata Advanced Systems Tata Motors European Technical Centre

Tata Petrodyne Tata Precision Industries Telco Construction Equipment

Information Systems And Communications

Computational Research Laboratories INCAT Nelco Nelito Systems Tata Business Support Services Tata Consultancy Services Ltd. (TCS) is Asia's largest software company. Tata Elxsi Tata Interactive Systems Tata Technologies Limited Tata Teleservices Virgin Mobile India Tata Communications CMC Limited VSNL International Canada Tatanet, Managed connectivity and VSAT service provider Tata Teleservices Tata Teleservices (Maharashtra)

Services

Tata Sons The Indian Hotels Company Ginger Hotels Roots Corporation Landmark Tata Housing Development Company Ltd. (THDC) Tata Limited TATA AIG General Insurance

TATA AIG Life Insurance Tata AG Tata Asset Management Tata Financial Services Tata Capital Tata International AG Tata Investment Corporation Tata Advanced Systems Limited Drive India Enterprise Solutions Mjunction services Tata Quality Management Services Tata Realty and Infrastructure Limited Tata Interactive Systems Tata Africa Holdings Tata AutoComp Systems Tata Industrial Services Tata NYK Tata Services Tata Strategic Management Group

Steel

Tata Steel Tata Steel Europe Tata Steel KZN Tata Steel Processing and Distribution JAMIPOL NatSteel Holdings Tata BlueScope Steel Tata Metaliks Tata Sponge Iron Tayo Rolls The Tinplate Company of India TM International Logistics

TATA GROUP OVERVIEW

VALUES AND PURPOSE

Purpose At the Tata group we are committed to improving the quality of life of the communities we serve. We do this by striving for leadership and global competitiveness in the business sectors in which we operate. Our practice of returning to society what we earn evokes trust among consumers, employees, shareholders and the community. We are committed to protecting this heritage of leadership with trust through the manner in which we conduct our business. Core Values Tata has always been values-driven. These values continue to direct the growth and business of Tata companies. The five core Tata values underpinning the way we do business are:

Integrity: We must conduct our business fairly, with honesty and transparency. Everything we do must stand the test of public scrutiny.

Understanding: We must be caring, show respect, compassion and humanity for our colleagues and customers around the world, and always work for the benefit of the communities we serve.

Excellence: We must constantly strive to achieve the highest possible standards in our day-to-day work and in the quality of the goods and services we provide.

Unity: We must work cohesively with our colleagues across the group and with our customers and partners around the world, building strong relationships based on tolerance, understanding and mutual cooperation.

Responsibility: We must continue to be responsible, sensitive to the countries, communities and environments in which we work, always ensuring that what comes from the people goes back to the people many times over.

Tata Sons

Tata Sons is the promoter of all key Tata companies and holds the bulk of shareholding in these companies. The chairman of Tata Sons has traditionally been the chairman of the Tata group. About 66 per cent of the equity capital of Tata Sons is held by philanthropic trusts endowed by members of the Tata family. The biggest of these trusts are the Sir Dorabji Tata Trust and the Sir Ratan Tata Trust, which were created by the families of the sons of Jamsetji Tata.

Areas Of Business

Tata Sons is the owner of the Tata name and the Tata trademark, which are registered in India and several other countries. These are used by various Tata companies in relation to their products and services. The terms of use of the group mark and logo by Tata companies are governed by the Brand Equity and Business Promotion Agreement, which is signed by Tata Sons and individual group companies. Apart from this, the company's activities are:

To maintain shareholding in main operating companies To invest in operating companies to facilitate growth To promote the group's entry into new businesses

Tata Sons has two divisions:

Tata Quality Management Services: Helps Tata companies achieve business excellence through the Tata Business Excellence Model

Tata Financial Services: In-house financial consultancy which carries out long- and short-term financial planning for Tata companies

Board of directors

Ratan N Tata, chairman Farrokh K Kavarana R Gopalakrishnan, director Ishaat Hussain, finance director RK Krishna Kumar Arunkumar Gandhi Cyrus Pallonji Mistry

Location
Tata Sons is based in Mumbai.

TATA MOTORS

Tata Motors Limited (NSE: TATAMOTORS, BSE: 500570, NYSE: TTM) is an Indian multinational automotive corporation headquartered in Mumbai, India. Part of the Tata Group, it was formerly known as TELCO (TATA Engineering and Locomotive Company). Tata Motors is South Asias largest automobile company, with consolidated net profit of 9,274 crore (US$2.07 billion) in 201011. It is the leader in commercial vehicles 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 50,000 workers. Tata Motors has produced and sold over 4 million vehicles in India since 1954. Established in 1945, when the company began manufacturing locomotives, the company manufactured its first commercial vehicle in 1954 in a collaboration with Daimler-Benz AG, which ended in 1969. Tata Motors is a dual-listed company traded on both the Bombay Stock Exchange and New York Stock Exchange. 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, AP, Lucknow, UP, Sanand, GJ, Dharwad and Pune, MH in India, as well as in Argentina, South Africa, Thailand and England.

TATA MOTORS PROFILE

Tata Motors Limited is Indias largest automobile company, with consolidated revenues of Rs.1,23,133 crores (USD 27 billion) in 2010-11. It is the leader in commercial vehicles in each segment, and among the top three in passenger vehicles with winning products in the compact, midsize car and utility vehicle segments. The Company is the world's fourth largest truck manufacturer, and the world's third largest bus manufacturer. The Company's over 25,000 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. Over 5.9 million Tata vehicles ply on Indian roads, since the first rolled out in 1954. The Company's manufacturing base in India is spread across Jamshedpur (Jharkhand), Pune (Maharashtra), Lucknow (Uttar Pradesh), Pantnagar (Uttarakhand), Sanand (Gujarat) and Dharwad (Karnataka). Following a strategic alliance with Fiat in 2005, it has set up an industrial joint venture with Fiat Group Automobiles at Ranjangaon (Maharashtra) to produce both Fiat and Tata cars and Fiat powertrains. The Company's dealership, sales, services and spare parts network comprises over 3500 touch points; Tata Motors also distributes and markets Fiat branded cars in India. Tata Motors, the first Company from India's engineering sector to be listed in the New York Stock Exchange (September 2004), has also emerged as an international automobile

company. Through subsidiaries and associate companies, Tata Motors has operations in the UK, South Korea, Thailand and Spain. Among them is Jaguar Land Rover, a business comprising the two iconic British brands that was acquired in 2008. In 2004, it acquired the Daewoo Commercial Vehicles Company, South Korea's second largest truck maker. The rechristened Tata Daewoo Commercial Vehicles Company has launched several new products in the Korean market, while also exporting these products to several international markets. Today two-thirds of heavy commercial vehicle exports out of South Korea are from Tata Daewoo. In 2005, Tata Motors acquired a 21% stake in Hispano Carrocera, a reputed Spanish bus and coach manufacturer, and subsequently the remaining stake in 2009. Hispano's presence is being expanded in other markets. In 2006, Tata Motors formed a joint venture with the Brazil-based Marcopolo, a global leader in body-building for buses and coaches to manufacture fully-built buses and coaches for India and select international markets. In 2006, Tata Motors entered into joint venture with Thonburi Automotive Assembly Plant Company of Thailand to manufacture and market the Company's pickup vehicles in Thailand. The new plant of Tata Motors (Thailand) has begun production of the Xenon pickup truck, with the Xenon having been launched in Thailand in 2008. Tata Motors is also expanding its international footprint, established through exports since 1961. The Company's commercial and passenger vehicles are already being marketed in several countries in Europe, Africa, the Middle East, South East Asia, South Asia and South America. It has franchisee/joint venture assembly operations in Kenya, Bangladesh, Ukraine, Russia, Senegal and South Africa. The foundation of the Company's 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 over 4,500 engineers and scientists, the Company's Engineering Research Centre, established in 1966, has enabled pioneering

technologies and products. The Company today has R&D centres in Pune, Jamshedpur, Lucknow, Dharwad in India, and in South Korea, Spain, and the UK. It was Tata Motors, which developed the first indigenously developed Light Commercial Vehicle, India's first Sports Utility Vehicle and, in 1998, the Tata Indica, India's first fully indigenous passenger car. Within two years of launch, Tata Indica became India's largest selling car in its segment. In 2005, Tata Motors created a new segment by launching the Tata Ace, India's first indigenously developed mini-truck. In January 2008, Tata Motors unveiled its People's Car, the Tata Nano, which India and the world have been looking forward to. The Tata Nano has been subsequently launched, as planned, in India in March 2009. A development, which signifies a first for the global automobile industry, the Nano brings the comfort and safety of a car within the reach of thousands of families. The standard version has been priced at Rs.100,000 (excluding VAT and transportation cost). Designed with a family in mind, it has a roomy passenger compartment with generous leg space and head room. It can comfortably seat four persons. Its mono-volume design will set a new benchmark among small cars. Its safety performance exceeds regulatory requirements in India. Its tailpipe emission performance too exceeds regulatory requirements. In terms of overall pollutants, it has a lower pollution level than two-wheelers being manufactured in India today. The lean design strategy has helped minimise weight, which helps maximise performance per unit of energy consumed and delivers high fuel efficiency. The high fuel efficiency also ensures that the car has low carbon dioxide emissions, thereby providing the twin benefits of an affordable transportation solution with a low carbon footprint. In May 2009, Tata Motors ushered in a new era in the Indian automobile industry, in keeping with its pioneering tradition, by unveiling its new range of world standard trucks called Prima. In their power, speed, carrying capacity, operating economy and trims, they will

introduce new benchmarks in India and match the best in the world in performance at a lower life-cycle cost.

Tata Motors is equally focussed on environment-friendly technologies in emissions and alternative fuels. It has developed electric and hybrid vehicles both for personal and public transportation. It has also been implementing several environment-friendly technologies in manufacturing processes, significantly enhancing resource conservation. Through its subsidiaries, the Company is engaged in engineering and automotive solutions, construction equipment manufacturing, automotive vehicle components manufacturing and supply chain activities, machine tools and factory automation solutions, high-precision tooling and plastic and electronic components for automotive and computer applications, and automotive retailing and service operations. Tata Motors is committed to improving the quality of life of communities by working on four thrust areas employability, education, health and environment. The activities touch the lives of more than a million citizens. The Company's support on education and employability is focussed on youth and women. They range from schools to technical education institutes to actual facilitation of income generation. In health, our intervention is in both preventive and curative healthcare. The goal of environment protection is achieved through tree plantation, conserving water and creating new water bodies and, last but not the least, by introducing

appropriate technologies in our vehicles and operations for constantly enhancing environment care. With the foundation of its rich heritage, Tata Motors today is etching a refulgent future.

HISTORY OF TATA MOTORS

Tata Motors is a part of the Tata Group manages its share-holding through Tata Sons. The company was established in 1950 as a locomotive manufacturing unit and later expanded its operations to commercial vehicle sector in 1954 after forming a joint venture with DaimlerBenz AG of Germany. Despite the success of its commercial vehicles, Tata realized his company had to diversify and he began to look at other products. Based on consumer demand, he decided that building a small car would be the most practical new venture. So in 1998 it launched Tata Indica, India's first fully indigenous passenger car. Designed to be inexpensive and simple to build and maintain, the Indica became a hit in the Indian market. It was also exported to Europe, especially the UK. Tata acquired Spanish bus and coach manufacturer Hispano Carrocera in 2009. In 2006 it formed a joint venture with Marcopolo S.A. of Brazil, and introduced low-floor buses in the Indian Market under the name Tata Marcopolo Bus. Recently, it has acquired British Jaguar Land Rover (JLR), which includes the Daimler and Lanchester brand names.

MISSION & VISION

Environmental and Quality Policy

Acquisitions

In 2004 Tata Motors acquired Daewoo's truck manufacturing unit, now known as Tata Daewoo Commercial Vehicle, in South Korea. In 2005, Tata Motors acquired 21% of Aragonese Hispano Carrocera giving it controlling rights of the company. In 2007, Formed a joint venture with Marcopolo of Brazil and introduced low-floor buses in the Indian Market. In 2008, Tata Motors acquired British Jaguar 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 1.85 million. The acquisition is in line with the companys objective to enhance its styling/design capabilities to global standards.

Expansion

The 2nd generation Tata Indica V2's excellent fuel economy, powerful engine and aggressive marketing strategy made it one of the best selling cars in the history of the Indian automobile industry.

After years of dominating the commercial vehicle market in India, Tata Motors entered the passenger vehicle market in 1991 by launching the Tata Sierra, a multi utility vehicle. After the launch of three more vehicles, Tata Estate (1992, a stationwagon design based on the earlier 'TataMobile' (1989), a light commercial vehicle), Tata Sumo (LCV, 1994) and Tata Safari (1998, India's first sports utility vehicle). Tata launched the Indica in 1998, the first fully indigenous passenger car of India. Though the car was initially panned by auto-analysts, the car's excellent fuel economy, powerful engine and aggressive marketing strategy made it one of the best selling cars in the history of the Indian automobile industry. A newer version of the car, named Indica V2, was a major improvement over the previous version and quickly became a mass-favorite. Tata Motors also successfully exported large quantities of the car to South Africa. The success of Indica in many ways marked the rise of Tata Motors.

Subsidiary Brands
Tata Daewoo Commercial Vehicle
Tata Motors aimed to increase its presence worldwide. In 2004, it acquired the Daewoo Commercial Vehicle Company of South Korea. The reasons behind the acquisition were:

Company's global plans to reduce domestic exposure. The domestic commercial vehicle market is highly cyclical in nature and prone to fluctuations in the domestic economy. Tata Motors has a high domestic exposure of ~94% in the MHCV segment and ~84% in the light commercial vehicle (LCV) segment. Since the domestic commercial vehicle sales of the company are at the mercy of the structural economic factors, it is increasingly looking at the international markets. The company plans to diversify into various markets across the world in both MHCV as well as LCV segments.

To expand the product portfolio Tata Motors recently introduced the 25MT GVW Tata Novus from Daewoos (South Korea) (TDCV) platform. Tata plans to leverage on the strong presence of TDCV in the heavy-tonnage range and introduce products in India at an appropriate time. This was mainly to cater to the international market and also to cater to the domestic market where a major improvement in the Road infrastructure was done through the National Highway Development Project.

Tata remains India's largest heavy commercial vehicle manufacturer and Tata Daewoo is the 2nd largest heavy commercial vehicle manufacturer in South Korea. Tata Motors has jointly worked with Tata Daewoo to develop trucks such as Novus and World Truck and buses namely, GloBus and StarBus.

Hispano Carrocera
In 2005, sensing an opportunity in the fully built bus segment, Tata Motors acquired a 21% stake in Hispano Carrocera SA, the leading European bus and coach cabin maker. In 2009, the company picked up the remaining 79% stake in Hispano Carrocera SA for an undisclosed sum, making it a fully owned subsidiary.

Jaguar Cars and Land Rover

After the acquisition of the British Jaguar Land Rover (JLR) business, which also includes the Daimler, Lanchester and Rover brands, Tata Motors became a major player in the international automobile market. On 27 March 2008, Tata Motors reached an agreement with Ford to purchase their Jaguar Land Rover operations for US$2.3 billion. The sale was completed on 2 June 2008. In addition to the brands, Tata Motors has also gained access to two design centres and two plants in UK. The key acquisition would be of the intellectual property rights related to the technologies.

Joint ventures

Tata MarcoPolo released a low-floor bus in India and now it is widely used as public transport in Delhi, Mumbai,Pune, Chennai, Hyderabad, Bangalore, Chandigarh and Lucknow.

Tata Motors has formed a 51:49 joint venture in bus body building with Marcopolo of Brazil. This joint venture is to manufacture and assemble fully built buses and coaches targeted at developing mass rapid transportation systems. The joint venture will absorb technology and expertise in chassis and aggregates from Tata Motors, and Marcopolo will provide know-how in processes and systems for bodybuilding and bus body design. Tata and Marcopolo have launched a low-floor city bus which is widely used by Chennai, Coimbatore, Delhi, Mumbai, Lucknow, Pune, Kochin, Trivandrum manufacturing facility is based in Dharwad. Tata Motors also formed a joint venture with Fiat and gained access to Fiats diesel engine technology. Tata Motors sells Fiat cars in India through a 50/50 joint venture Fiat Automobiles India Limited, and is looking to extend its relationship with Fiat and Iveco to other segments. Tata has also formed several JV's with many small companies in various countries around the world. and Bengaluru transport corporations. Its

Important Development
Tata Nano

In January 2008, Tata Motors launched Tata Nano, the least expensive production car in the world at about 120,000 (US $3000). The city car was unveiled during the Auto Expo 2008 exhibition in Pragati Maidan, New Delhi. Tata has faced controversy over developing the Nano as some environmentalists are concerned that the launch of such a low-priced car could lead to mass motorization in India with adverse effects on pollution and global warming. Tata has set up a factory in Sanand, Gujarat and the first Nanos are to roll out summer 2009. Tata Nano Europa has been developed for sale in developed economies and is to hit markets in 2010 while the normal Nano should hit markets in South Africa, Kenya and countries in Asia and Africa by late 2009. A battery version is also planned.

Tata Ace

Tata Ace was India's first mini truck

Tata Ace, India's first indigenously developed sub-one ton mini-truck, was launched in May 2005. The mini-truck was a huge success in India with auto-analysts claiming that Ace had changed the dynamics of the light commercial vehicle (LCV) market in the country by creating a new market segment termed the small commercial vehicle (SCV) segment. Ace rapidly emerged as the first choice for transporters and single truck owners for city and rural transport. By October 2005, LCV sales of Tata Motors had grown by 36.6 percent to 28,537 units due to the rising demand for Ace. The Ace was built with a load body produced by Autoline Industries. By 2005, Autoline was producing 300 load bodies per day for Tata Motors. Ace is still a top seller for TML with 5 lakh units sold to date (June 2010). Ace has also been exported to several Asian, European, South American and African countries and all-electric models are sold through Chrysler's Global Electric Motorcars division. In Sri Lanka it is sold through Diesel & Motor Engineering(DIMO) PLC under the name of DIMO Batta.

Compressed air car

Tata OneCAT

Motor Development International of France has developed the world's first prototype of a compressed air car, named OneCAT. In 2007, MDI owner Guy Negre was reported to have "the backing of Tata". It has airtanks that can be filled in 4 hours by plugging the car into a standard electrical plug. In 2008 MDI planned to also design a gas station compressor, which would fill the tanks in 3 minutes. There are no gasoline costs and no fossil fuel emissions from the vehicle when run in town, but "the compressed air driving the pistons can be boosted by a fuel burner". OneCAT is a five seat vehicle with a 200-litre (7.1 cu ft) trunk. With full tanks it is said to run at 100 km/h (62 mph) for 90 kilometres (56 mi) range in urban cycle. There are severe physical arguments pleading against those figures. In December 2009 Tata's vice president of engineering systems confirmed that the limited range and low engine temperatures were causing difficulties.

Electric vehicles
Tata Motors unveiled the electric versions of passenger car Tata Indica and commercial vehicle Tata Ace. Both run on lithium batteries. The company has indicated that the electric Indica would be launched locally in India in about 2010, without disclosing the price. The vehicle would be launched in Norway in 2009. Tata Motors' UK subsidiary, Tata Motors European Technical Centre, has bought a 50.3% holding in electric vehicle technology firm Miljbil Grenland/Innovasjon of Norway for US$1.93 M, which specialises in the development of innovative solutions for electric vehicles, and plans to launch the electric Indica hatchback in Europe next year. On 17 Sept 2010 Tata motors presented to the DTC (Delhi Transport corporation). Four CNG Electric Hybrid low-floored Star-buses to be used for Commonwealth games. These are the first Environmentally friendly buses to be used for public transportation in India.

Operations

The Tata Safari DiCOR is one of Tata's best selling vehicles in India and also has been fairly successful in the Mediterranean and Eastern Europe

Tata has tried to revamp all its models in order to satisfy the consumer

The purchase of Jaguar and Land Rover is expected to help give Tata Motors gain a foothold in the European and American markets.

Tata relies on its subsidiaries for sales outside India. Seen here is the Range Rover Sport.

Tata Xenon is Tata's best selling vehicle in Europe.

Tata in India

A loaded Tata truck on a Rajasthan highway Tata Motors Limited is Indias largest automobile company, with revenues of 35,651.48 crore (US$7.95 billion) in 200708. It is the leader in commercial vehicles in each segment, and among the top three in passenger vehicles in India with products in the compact, midsize car and utility vehicle segments. Tata vehicles are sold primarily in India, and over 4 million Tata vehicles have been produced domestically since the first Tata vehicle was assembled in 1954. The companys manufacturing base in India is spread across Jamshedpur (Jharkhand), Pune (Maharashtra), Lucknow (Uttar Pradesh), Pantnagar (Uttarakhand) and Dharwad (Karnataka). Following a strategic alliance with Fiat in 2005, Tata set up an industrial joint venture with Fiat Group Automobiles at Ranjangaon (Maharashtra) to produce both Fiat and Tata cars and Fiat powertrains. The company is establishing a new plant at Sanand (Gujarat).

Tata's dealership, sales, service and spare parts network comprises over 3500 touch points. Tata Motors also distributes and markets Fiat branded cars in India.

Sales & Service Network

Tata Motors has more than 250 dealerships in more than 195 cities across 27 states and 4 Union Territories of India. It has the 3rd largest Sales and Service Network after Maruti Suzuki and Hyundai.

Tata's global operations

Tata Motors has been in the process of acquiring foreign brands to increase its global presence. Through acquisition, Tata has operations in the UK, South Korea, Thailand and Spain. Among these acquisitions is Jaguar Land Rover, a business comprising two struggling iconic British brands that was acquired from the Ford Motor Company in 2008. In 2004, Tata acquired the Daewoo Commercial Vehicles Company, South Koreas second largest truck maker. The re-branded Tata Daewoo Commercial Vehicles Company has launched several new products in the Korean market, while also exporting these products to several international markets. Today two-thirds of heavy commercial vehicle exports out of South Korea are from Tata Daewoo. In 2005, Tata Motors acquired a 21% controlling stake in Hispano Carrocera, a Spanish bus and coach manufacturer. Tata Motors continued its market area expansion through the introduction of new products such as buses (Starbus & Globus, jointly developed with subsidiary Hispano Carrocera) and trucks (Novus, jointly developed with subsidiary Tata Daewoo). In May, 2009 Tata unveiled the Tata World Truck range jointly developed with Tata Daewoo Debuting in South Korea, South Africa, the SAARC countries and the MiddleEast by the end of 2009 santhosh In 2006, Tata formed a joint venture with the Brazil-based Marcopolo to manufacture fully built buses and coaches for India and other international

markets. Tata Motors has expanded its production and assembly operations to several other countries including South Korea, Thailand, South Africa and Argentina and is planning to set up plants in Turkey, Indonesia and Eastern Europe. Tata also has franchisee/joint venture assembly operations in Kenya, Bangladesh, Ukraine, Russia and Senegal. Tata has dealerships in 26 countries across 4 continents. Though Tata is present in many countries it has only managed to create a large consumer base in the Indian Subcontinent, namely India, Bangladesh, Bhutan, Sri Lanka and Nepal. Tata has a growing consumer base in Italy, Spain and South Africa.

Products
Passenger cars and utility vehicles

Tata Prima concept car

Tata Nano Europa

Tata Starbus Low Floor 1610

Tata Marcopolo buses in the Delhi BRT.

Tata Aria

Tata Sierra (Discontinued) Tata Estate (Discontinued) Tata Sumo/Spacio Tata Sumo Grande Tata Safari Tata Indica Tata Vista Tata Indigo Tata Manza Tata Indigo Marina Tata Winger

Tata Magic Tata Nano Tata Xenon XT Tata Aria Tata Venture Tata Iris

Concept vehicles

2000 Aria Roadster 2001 Aria Coupe 2002 Tata Indiva 2004 Tata Indigo Advent 2005 Tata Xover 2006 Tata Cliffrider 2007 Tata Elegante 2009 Tata Pr1ma 2010 Tata Versa 2010 Tata Essota 2011 Tata Pixel

Commercial vehicles

Tata Ace Tata Super Ace Tata TL/Telcoline/207 DI Pickup Truck Tata 407 Ex and Ex2 Tata 709 Ex Tata 809 Ex and Ex2 Tata 909 Ex and Ex2 Tata 1109 (Intermediate truck) Tata 1512 (Medium bus chassis) Tata 1612/1616 (Heavy bus chassis) Tata 1618 (Semi Low Floor bus chassis) Tata 1623 (Rear Engined Low Floor bus chassis) Tata 1518C (Medium truck) Tata 1613/1615 (Medium truck)

Tata 2515/2516 (Medium truck) Tata Starbus (Branded Buses for city, inter city, school bus and standard passenger transportation) Tata Divo (Fully built luxury coach) Tata CityRide (12 20 seater buses for intra-city use) Tata 3015 (Heavy truck) Tata 3118 (Heavy truck) (82) Tata 3516 (Heavy truck) Tata 4018 (Heavy truck) Tata 4923 (Ultra-Heavy truck) (64) Tata Novus (Heavy truck designed by Tata Daewoo) Tata Prima (The World Truck designed by Tata Motors and Tata Daewoo)

Military vehicles

Tata LSV (Light Specialist Vehicle) Tata Mine Protected Vehicle (44) Tata 2 Stretcher Ambulance Tata 407 Troop Carrier, available in hard top, soft top, 44, and 42 versions Tata LPTA 713 TC (44) Tata LPT 709 E Tata SD 1015 TC (44) Tata LPTA 1615 TC (44) Tata LPTA 1621 TC (66) Tata LPTA 1615 TC (42) Tata Winger Passenger Mini Bus

Tata Motors technology and design subsidiaries

Tata has dozens of technology and design subsidiaries. These include the main ones.

Telco Construction Equipment (TELCON)

TELCON is a joint venture between Tata Motors and Hitachi, which focuses on excavators and other construction equipment. and research work are done.

HV Transmission (HVTL) and HV Axles (HVAL)

HVAL and HVTL are 85% subsidiary companies of Tata Motors engaged in the business of manufacture of gear boxes and axles for heavy and medium commercial vehicles, with production facilities and infrastructure based at Jamshedpur.

Tata Technologies Limited (TTL)

TTL provides Engineering and Design (E&D) solutions to the Automotive Industry. Tata Motors holds 86.91% of TTLs share capital. TTL is based in Pune (Hinjawadi) and operates in the US and Europe through its wholly owned subsidiaries in Detroit and London respectively. It also has a presence in Thailand. Tata Technologies is a software service provider in the IT services and BPO space. Its global client list includes Ford, General Motors, Toyota and Honda, to name a few. It bought over the British engineering and design services company, Incat International Plc for Rs.4 billion in August 2005. Incat specializes in engineering & design services and product lifecycle management in the international automotive, aerospace and engineering markets. With this acquisition, Tata Motors will have closer proximity to its global customers and be able to provide a wider range of services.

Tata Motor European Technical Centre

Tata Motor European Technical Centre is Tata's subsidiary based in the UK. It was the joint developer of the World Truck.

SWOT ANALYSIS
Strengths

The internationalisation strategy so far has been to keep local managers in new acquisitions, and to only transplant a couple of senior managers from India into the new market. The benefit is that Tata has been able to exchange expertise. For example after the Daewoo acquisition the Indian company leaned work discipline and how to get the final product 'right first time.'

The company has a strategy in place for the next stage of its expansion. Not only is it focusing upon new products and acquisitions, but it also has a programme of intensive management development in place in order to establish its leaders for tomorrow.

The company has had a successful alliance with Italian mass producer Fiat since 2006. This has enhanced the product portfolio for Tata and Fiat in terms of production and knowledge exchange. For example, the Fiat Palio Style was launched by Tata in 2007, and the companies have an agreement to build a pick-up targeted at Central and South America.

Excellent brand equity and image in Indian market. Sound global recognition in light trucks and buses. Sound fundamentals in turbo diesel because of their joint venture with Cummins. Good presence in Indian markets Ownership of heritage of British motor brands like Land Rover and Jaguar. Strategic tie up with Benz. They follow premium segment marketing. World class quality accreditation (ISO 9001; ISO 20000)

Weaknesses

The company's passenger car products are based upon 3rd and 4th generation platforms, which put Tata Motors Limited at a disadvantage with competing car manufacturers.

Despite buying the Jaguar and Land Rover brands (see opportunities below); Tata has not got a foothold in the luxury car segment in its domestic, Indian market. Is the brand associated with commercial vehicles and low-cost passenger cars to the extent that it has isolated itself from lucrative segments in a more aspiring India?

One weakness which is often not recognised is that in English the word 'tat' means rubbish. Would the brand sensitive British consumer ever buy into such a brand? Maybe not, but they would buy into Fiat, Jaguar and Land Rover (see opportunities and strengths).

Never done well in UK; USA and European markets. Not yet prepared fundamentally to handle global markets of Land Rover and Jaguar. Weak technical competencies. Perceived as Indianized. Do not possess localization skills outside Indian markets. Focus in more on cost thus car lacks advanced features.

Opportunities

In the summer of 2008 Tata Motor's announced that it had successfully purchased the Land Rover and Jaguar brands from Ford Motors for UK 2.3 million. Two of the World's luxury car brand have been added to its portfolio of brands, and will undoubtedly off the company the chance to market vehicles in the luxury segments.

Tata Motors Limited acquired Daewoo Motor's Commercial vehicle business in 2004 for around USD $16 million.

Nano is the cheapest car in the World - retailing at little more than a motorbike. Whilst the World is getting ready for greener alternatives to gas-guzzlers, is the Nano the answer in terms of concept or brand? Incidentally, the new Land Rover and Jaguar models will cost up to 85 times more than a standard Nano!

The new global track platform is about to be launched from its Korean (previously Daewoo) plant. Again, at a time when the World is looking for environmentally friendly transport alternatives, is now the right time to move into this segment? The answer to this question (and the one above) is that new and emerging industrial nations such as India, South Korea and China will have a thirst for low-cost passenger and commercial vehicles. These are the opportunities. However the company has put in place a very proactive Corporate Social Responsibility (CSR) committee to address potential strategies that will make is operations more sustainable.

The range of Super Milo fuel efficient buses are powered by super-efficient, ecofriendly engines. The bus has optional organic clutch with booster assist and better air intakes that will reduce fuel consumption by up to 10%.

Introduce Asian variants of Jaguar and land Rover by promoting Power Icon Brand which will work well with Asian politicians.

Develop more joint ventures like Tata Mercedes-Benz.

Threats

Other competing car manufacturers have been in the passenger car business for 40, 50 or more years. Therefore Tata Motors Limited has to catch up in terms of quality and lean production.

Sustainability and environmentalism could mean extra costs for this low-cost producer. This could impact its underpinning competitive advantage. Obviously, as Tata globalises and buys into other brands this problem could be alleviated.

Since the company has focused upon the commercial and small vehicle segments, it has left itself open to competition from overseas companies for the emerging Indian luxury segments. For example ICICI bank and DaimlerChrysler have invested in a new Pune-based plant which will build 5000 new Mercedes-Benz per annum. Other players developing luxury cars targeted at the Indian market include Ford, Honda and Toyota. In fact the entire Indian market has become a target for other global competitors including Maruti Udyog, General Motors, Ford and others.

Rising prices in the global economy could pose a threat to Tata Motors Limited on a couple of fronts. The price of steel and aluminium is increasing putting pressure on the costs of production. Many of Tata's products run on Diesel fuel which is becoming expensive globally and within its traditional home market.

Many companies across the world are busy developing their own models of Economy cars they may launch in competition with Tata motors.

Must catch in terms of Quality and lean production. Since company has focussed upon commercial and small vehicle segment it has left open to competition from overseas.

Rising prices in global economy. Price of steel and aluminium is increasing putting pressure on costs of production. Diesel fuel is becoming expensive globally.

Milestones Achieved
1945

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

1948

Steam road roller introduced in collaboration with Marshall Sons (UK).

1954

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

Research and Development Centre set up at Jamshedpur.

1961

Exports begin with the first truck being shipped to Ceylon, now Sri Lanka.

1966

Setting up of the Engineering Research Centre at Pune to provide impetus to automobile Research and Development.

1971

Introduction of DI engines.

1977

First commercial vehicle manufactured in Pune.

1983

Manufacture of Heavy Commercial Vehicle commences.

1985

First hydraulic excavator produced with Hitachi collaboration.

1986

Production of first light commercial vehicle, Tata 407, indigenously designed, followed by Tata 608.

1989

Introduction of the Tatamobile 206 - 3rd LCV model.

1991

Launch of the 1st indigenous passenger car Tata Sierra. TAC 20 crane produced. One millionth vehicle rolled out.

1992

Launch of the Tata Estate.

1993

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

1994

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 engines.

1995

Mercedes Benz car E220 launched.

1996

Tata Sumo deluxe launched.

1997

Tata Sierra Turbo launched. 100,000th Tata Sumo rolled out.

1998

Tata Safari - India's first sports utility vehicle launched. 2 millionth vehicle rolled out. Indica, India's first fully indigenous passenger car launched.

1999

115,000 bookings for Indica registered against full payment within a week. Commercial production of Indica commences in full swing.

2000

First consignment of 160 Indicas shipped to Malta. Indica with Bharat Stage 2 (Euro II) compliant diesel engine launched. Utility vehicles with Bharat Stage 2 (Euro II) compliant engine launched. Indica 2000 (Euro II) with multi point fuel injection petrol engine launched. Launch of CNG buses. Launch of 1109 vehicle - Intermediate commercial vehicle.

2001

Indica V2 launched - 2nd generation Indica. 100,000th Indica wheeled out. Launch of CNG Indica. Launch of the Tata Safari EX. Indica V2 becomes India's number one car in its segment. Exits joint venture with Daimler Chrysler.

2002

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 Rover of the UK.

2003

Launch of the Tata Safari Limited Edition.

The Tata Indigo Station Wagon unveiled at the Geneva Motor Show. On 29th July, J. R. D. Tata's birth anniversary, Tata Engineering becomes Tata Motors Limited. 3 millionth vehicle produced. First CityRover 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 the 500,000th Passenger Car from its Car Plant Facility in Pune. The Tata Xover unveiled at the 75th Geneva Motor Show. Branded buses and coaches - Starbus and Globus - launched. Tata Motors acquires 21% stake in Hipo Carrocera SA, Spanish bus manufacturing Company. Tata Ace, India's 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 4X4, India's 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. Tata Motors unveils 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 Marcopolo, Brazil, announce joint venture to manufacture fully built buses and coaches for India and markets abroad. Tata Motors first plant for small car to come up in West Bengal. Tata Motors extends CNG options on its hatchback and estate range. TDCV develops South Korea's first LNG-Powered Tractor- Trailer. Tata Motors and Fiat Group announce three additional cooperation agreements. Tata Motors introduces a new Indigo range.

2007

Construction of Small Car plant at Singur, West Bengal, begins on January 21. New 2007 Indica V2 range is launched. Tata Motors launches the longwheel base Indigo XL, India's first stretch limousine. Common rail diesel (DICOR) engine extended to Indigo sedan and estate range. Tata Motors and Thonburi Automotive Assembly Plant Co. (Thonburi), announce formation of a joint venture company in Thailand to manufacture, assemble and market pickup trucks. Roll out of 100,000th Ace. Tata-Fiat plant at Ranjangaon inaugurated. Launch of a new upgraded range of its entry level utility vehicle offering, the Tata Spacio. CRM-DMS initiative crosses the 1000th location milestone. Launch of Magic, a comfortable, safe, four-wheeler public transportation mode, developed on the Ace platform. Launch of Winger, Indias only maxi-van. Fiat Group and Tata Motors announce establishment of Joint Venture in India. Launch of the Sumo Victa Turbo DI, the new upgraded range of its entry-level utility vehicle, the Sumo Spacio.Tata Motors launches Indica V2 Turbo with dual airbags and ABS. Launch of new Safari DICOR 2.2 VTT range, powered by a new 2.2 L Direct Injection Common Rail (DICOR) engine.Rollout of the one millionth passenger car off the Indica platform.

2008

Ace plant at Pantnagar (Uttarakhand) begins production. Indica Vista the new generation Indica, is launched. Tata Motors' new plant for Nano to come up in Gujarat. Latest common rail diesel offering- the Indica V2 DICOR, launched. Indigo CS (Compact Sedan), worlds first sub four-metre sedan, launched. Launch of the new Sumo -- Sumo Grande, which combines the looks of an SUV with the comforts of a family car. Tata Motors unveils its People's Car, Nano, at the ninth Auto Expo. Xenon, 1-tonne pick-up truck, launched in Thailand.

Tata Motors signs definitive agreement with Ford Motor Company to purchase Jaguar and Land Rover. Tata Motors completes acquisition of Jaguar Land Rover. Tata Motors introduces new Super Milo range of buses. Tata Motors is Official Vehicle Provider to Youth Baton Relay for The III Commonwealth Youth Games Pune 2008. Indica Vista the second generation Indica, is launched. Tata Motors launches passenger cars and the new pick-up in D.R. Congo.

2009

Tata Marcopolo Motors, Dharwad plant begins production. Tata Motors launches Nano - The People's Car. Introduction of New World standard truck range. Launch of premium luxury vehicles - Jaguar XF, XFR and XKR and Land Rover Discovery 3, Range Rover Sport and Range Rover from Jaguar and Land Rover in India. Tata Nano wins the Indian Car of the Year (ICOTY) Award. Tata Motors launches the Sumo Grande MK II. Tata Motors begins distribution of Prima World truck. Tata Motors acquires remaining 79% in Hipo Carrocera. Tata Motors launches the next generation all-new Manza. FREELANDER 2 launched in India. Tata Motors introduces the all new Tata 407 Pickup, Tata Super Ace and Tata Ace EX. First Jaguar Land Rover showroom opens in India. Mr. Ravi Kant to become Non-executive Vice-Chairman of Tata Motors on retirement, Mr.P.M. Telang to become Managing Director -India Operations. Tata Nano draws over 2.03 lakh booking

2010

Tata Ace becomes India's first 1-lakh brand in goods commercial vehicles. Appointment of Mr. Carl-Peter Forster as Managing Director of Tata Motors. Jaguar Land Rover announces opening of its Dealership in New Delhi. Tata Motors to construct heavy truck plant in Myanmar under Government of India's Line of Credit. Tata Motors declared as the Commercial Vehicle Maker of the Year. Tata Motors Passenger Car Division launches Tata Motors Service Edge' for leading edge customer service. Tata Motors displays Tata Nano EV at the 80th Geneva Motor Show. Chief Minister of Punjab inaugurates Tata Motors supported State Institute of Automotive and Driving Skills. Jaguar Land Rover announces Dr. Ralf Speth as Chief Executive Officer. Tata Motors appoints Mr. Carl-Peter Forster as Group CEO. Tata Motors Group displays the widest range of products and environment-friendly technologies at Auto Expo 2010.

Tata Motors launches Magic Iris. On 26th April 2010, Tata Motors sold its 4 millionth Commercial Vehicle.

2011

Tata Motors unveils Assembly Plant in South Africa Jaguar Land Rover inaugurates new vehicle assembly plant in Pune India Jaguar celebrates 50 years of iconic E-Type Jaguar c-x75 scoops Louis Vuitton award in Paris Tata Pixel, new city car concept for Europe, displayed at the 81st Geneva Motor Show Range Rover Evoque wins Car Design of The Year Tata Motors introduces the new Tata Indica eV2, the most fuel efficient car in India with 25 kmpl mileage Tata Motors launches the Tata Magic IRIS, a 3-4 seater 4-wheel passenger carrier for public transportation Tata Motors launches the Tata Ace Zip, a 600-kg micro truck for deep-penetration goods movement Jaguar Land Rover inaugurates new vehicle assembly plant in Pune India Tata Nano begins international journey with Sri Lanka, as Tata Motors celebrates 50th year of its International Business

What Is A Brand?
The American Marketing Association defines a brand as a "Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers." A brand can take many forms, including a name, sign, symbol, color combination or slogan. For example, Coca Cola is the name of a brand make by a particular company. The word branding began simply as a way to tell one person's cattle from another by means of a hot iron stamp. The word brand has continued to evolve to encompass identity it affects the personality of a product, company or service. It is defined by a perception, good or bad, that your customers or prospects have about you. In the automotive industry, the terms marque or make are often used to denote a brand of motor vehicle.

Concepts
Brand is the personality that identifies a product, service or company (name, term, sign, symbol, or design, or combination of them) and how it relates to key constituencies: customers, staff, partners, investors etc.

Some people distinguish the psychological aspect, brand associations like thoughts, feelings, perceptions, images, experiences, beliefs, attitudes, and so on that become linked to the brand, of a brand from the experiential aspect. The experiential aspect consists of the sum of all points of contact with the brand and is known as the brand experience. The brand experience is a brand's action perceived by a person. The psychological aspect, sometimes referred to as the brand image, is a symbolic construct created within the minds of people, consisting of all the information and expectations associated with a product, service or the company(ies) providing them. People engaged in branding seek to develop or align the expectations behind the brand experience, creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique. A brand is therefore one of the most valuable elements in an advertising theme, as it demonstrates what the brand owner is able to offer in the marketplace. The art of creating and maintaining a brand is called brand management. Orientation of the whole organization towards its brand is called brand orientation. The brand orientation is developed in responsiveness to market intelligence. Careful brand management seeks to make the product or services relevant to the target audience. Brands should be seen as more than the difference between the actual cost of a product and its selling price - they represent the sum of all valuable qualities of a product to the consumer. A brand which is widely known in the marketplace acquires brand recognition. When brand recognition builds up to a point where a brand enjoys a critical mass of positive sentiment in the marketplace, it is said to have achieved brand franchise. Brand recognition is most successful when people can state a brand without being explicitly exposed to the company's name, but rather through visual signifiers like logos, slogan's, and colors. For example,

Disney has been successful at branding with their particular script font (originally created for Walt Disney's "signature" logo), which it used in the logo for go.com. Consumers may look on branding as an aspect of products or services, as it often serves to denote a certain attractive quality or characteristic (see also brand promise). From the perspective of brand owners, branded products or services also command higher prices. Where two products resemble each other, but one of the products has no associated branding (such as a generic, store-branded product), people may often select the more expensive branded product on the basis of the quality of the brand or the reputation of the brand owner.

Brand awareness
Brand awareness refers to customers' ability to recall and recognize the brand under different conditions and link to the brand name, logo, jingles and so on to certain associations in memory. It consists of both brand recognition and brand recall. It helps the customers to understand to which product or service category the particular brand belongs and what products and services are sold under the brand name. It also ensures that customers know which of their needs are satisfied by the brand through its products (Keller). Brand awareness is of critical importance since customers will not consider your brand if they are not aware of it. There are various levels of brand awareness that require different levels and combinations of brand recognition and recall. Top-of-Mind is the goal of most companies. Top-of-Mind Awareness occurs when your brand is what pops into a consumers mind when asked to name brands in a product category. For example, when someone is asked to name a type of facial tissue, the common answer is Kleenex, which is a top-of-mind brand. Aided Awareness occurs when a consumer is shown or read a list of brands, and expresses familiarity with your brand only after they hear or see it as a type of memory aide. Strategic Awareness occurs

when your brand is not only top-of-mind to consumers, but also has distinctive qualities that stick out to consumers as making it better than the other brands in your market. The distinctions that set your product apart from the competition is also known as the Unique Selling Point or USP.

What is Branding?
There are many different definitions of a brand, the most effective description however, is that a brand is a name or symbol that is commonly known to identify a company or its products and separate them from the competition. A well-known brand is generally regarded as one that people will recognise, often even if they do not know about the company or its products/services. These are usually the businesses name or the name of a product, although it can also include the name of a feature or style of a product. The overall branding of a company or product can also stretch to a logo, symbol, or even design features (e.g. Regularly used colours or layouts, such as red and white for Coca Cola.) that identify the company or its products/services.

TATA THE GRAND BRAND

Tata now 41st most valuable brand in the world

New Delhi: Salt-to-software conglomerate Tata is standing taller even in the midst of global economic turbulence with an enhanced brand value. After breaking into the top 50 Brand Finance Global 500 rankings in January 2011 at 50th spot with a brand value of $15.08 billion, Tata climbed up to 41st position in a revised list of Top 50 Most Valuable Global Brands in September with a new brand value of $15.75 billion. This is an impressive

appreciation of 113.4% from rank 103 at $7.38 billion in 2007. The list was updated in wake of an impending global slowdown and was shared exclusively with FE in India. Tatas corporate brand value was heightened by the key businesses of the group, which includes Tata Motors with a combined brand value of Jaguar and Land Rover, Tata Motors India, other JVs and subsidiaries that was enhanced by the historic turnaround of JLR; Tata Steel with Tata Steel and Tata Steel Europe through a customer-led business model; and Tata Consultancy Services holding on to the position of Asias largest software company. In the global scenario, technology and electronics brands are prospering, with Google, Apple and Microsoft taking the top three positions. The Do-No-Evil company, Google, retained its numero uno position with a brand value of $44.28 billion. But the expected gainer was Think Different company Apple, which displaced Microsoft from the number two position. Apple clocked a brand value of $39.3 billion in September 2011, compared with $29.54 billion in January 2011a substantial jump from eighth to second spot, registering a 33% hike in brand value. This makes it a more valuable brand than Microsoft for the first time.

'Brand Tata promises trust and dependability

There are fundamentals in managing a brand. Having a strong belief in a set of values, which goes beyond pure economic desires and targets... It has to be lived by people who deliver that promise, almost intuitively.

Companies that put short-term economic interest behind (and, instead) deliver on the brand promise and value have done better. Tata has a set of values that, if push comes to shove, are more important than short-term economic gain. Customers see and intuitively capture that and are attracted by that. Customers are not attracted by pure financial or economic desire. Ultimately you have to be commercially astute and ambitious, but if that is your primary driver, customers are not attracted to that proposition. This specific element of putting longterm brand values before short-term interest is important. The more you do that, the stronger a brand develops. The Tata brand promise of trust and dependability and looking after people is very strong. The second element is seeking to give new solutions to customers. There is a `curious spirit' of driving into new areas such as the Ace. The value proposition of the other two brands Jaguar and Land Rover is very different, but the same basic principles hold true. Land Rover is a better understood, somewhat a stronger brand, delivering a unique set of values. It gives people the feeling that when you drive this car nothing can happen. Some refer to it as a fortress on wheels...a car that gives a feeling of safety and security. These brand values perfectly fit with the Tatas.

Winning hearts and minds

The latest edition of a long-running research survey shows the Tata brand stretching its lead over the competition, and love and empathy alien entries in the traditional lexicon of business have played a big part in why that has come to be
There are companies and brands that are respected, and there are those that are respected and feared. What about a corporate mother brand that is respected and loved? It takes a rare breed

to secure such a remarkable advantage, and getting to this happy perch may have a lot to do with practising, and living by, a capitalism of caring. Thats the message borne by the latest edition of a long-running research survey that shows the Tata brand soaring past a clutch of peer competitors, reaching new highs on previously under-performing benchmarks, and winning hearts and minds across urban and small-town India. The findings of this research, which started in December 2000 and whose latest round was completed in July 2010, appear to confirm the hypothesis articulated in the book, Firms of Endearment: How World Class Companies Profit from Passion and Purpose, which argued for a new kind of capitalism where companies are not agents for shareholders but, rather, advocates of the greater good. That translates into enterprises wearing their beliefs on their sleeves, creating and nourishing brands that are loved as much as respected. By that measure, and from what the brand track exercise reveals, Tata has been doing its bit and then some to create emotional value, experiential value, social value and, of course, financial value. It may seem easy but doing the right thing, as the world around us shows us all too frequently, is as uncommon and as uplifting, if and when we find it as the comfort of strangers. Theres nothing strange, though, about why the 6,533 people from 17 cities and 12 small towns covered by the brand track research perceived Tata as special enough to place in a different plane. The research survey evaluates the Tata brand and compares it with six chosen peers through two broad measurement criteria: relevance or respect, and affinity or love. The relevance part is essentially about the brands rational appeal and the respect that it commands. Affinity translates into the emotional connect you could also call it bonding that people have with the brand. Besides these two factors, the survey also tracks how the Tata brand is perceived on three personality attributes: as a mentor, a winner and as a fighter.

What the survey does is measure the perceptions of the Tata brand, not as many but as one. What it also does is turn a lot of accepted wisdom on its head. People sometimes say the Tatas are not dynamic, but the survey reveals that we are seen as winners and fighters, Then there is this view that the Tatas are nice fellows; you can punch them around a bit, they are not street smart and they dont have the killer instinct. What we find is that we are now seen as fighters. Giving back to the people and communities that are its lifeblood is what makes the Tata group, and by extension its brands, distinctive in its approach to business and singular in its interactions. Align that advantage with a combative attitude and it creates a potent force. Vishikh Talwar, member, management board, GfK Mode, the agency that conducted the survey, says the July 2010 results are an eye-opener in many ways. The power grid, with the affinity and relevance axes, clearly establishes that Tata is head and shoulders above the competition; everybody else is lagging behind, he explains. But it is the winner-mentorfighter tracking over a period of time that is especially revelatory. In the early days of the brand track study, Tata scored high on the mentor factor. Slowly it started acquiring the winner tag and, lately, we have it being seen as a fighter as well.

The fighter bit is significant, because it means that Tata doesnt give up. The reasons for this could be the acquisitions the group has made, the home-ground activities involving the brand and, significantly, standing up for what is right rather than being just goody-goody. The Tata brand is so strong and pervasive that sometimes misconceptions can blight it, as happened when many respondents negatively associated the group with the issue of Nandigram, where no Tata operation or initiative was ever envisaged, let alone carried out. The message for Tata insiders is that you have to be extra careful about nurturing the brand, because you have situations where your name is besmirched for no fault of yours. There are other downsides to being a large and prominent brand, not to mention a venerable one. Tata is still not seen as a young brand and that is a dilemma. The Tata brand is about 140 years old; consider that in the context of the average life of a Fortune 500 company being 35 years. The challenge, then, is to present ourselves as a youthful brand while being as old as we are. The specific youth-centred brand-building initiatives that encompass the Tata group as a whole are the Tata Building India essay competition, the Tata Crucible quiz, the Tata Jagriti Yatra and the Tata International Social Entrepreneurship Scheme. These are aimed at

providing the world at large, and young people in particular, with an understanding of the Tata ethos, its culture and traditions. The Tata Building India essay competition, which is for school children, has as its motif the message of nation-building and the role played by the Tata group in the industrialisation of India. The Tata Jagriti Yatra, a voyage by train that criss-crosses the country, seeks to motivate young people to reach out to the far-flung communities of India through what is known as social entrepreneurship. The Tata Crucible quiz takes business as its subject matter and attracts a wide spectrum of mostly young professionals, while the Tata International Social Entrepreneurship Scheme enables students from foreign universities to get a first-hand feel of the many corporate sustainability endeavours of Tata companies in India.

There are other challenges that confront the Tata brand as it continues down an evolutionary path where it has to, more often than not, make its own road. Practices and habits tend to deteriorate, In physics this is called entropy and it catches up with every organisation. To my mind, the question is not so much what we are doing to boost the Tata brand as it is about what we can do to prevent it from falling victim to this natural state of disorder. These have to, necessarily, be short-term because a good person has to be a good person on an everyday basis; it has to be ingrained in you. Its like losing weight: you have to get to a target thats right for you and work all the time at staying there. Think of it as a clothes closet;

it will start looking disorganised and messy soon enough if you arent diligent about keeping it neat. A different kind of challenge relates to the truest ambassadors of the Tata group, the people who work for the multitude of Tata enterprises. What we have been able to put in place is a conducive workplace and thats how it ought to remain. Employees can be highmaintenance or low-maintenance. The best companies are run on people who are happy to do their days job and take their promotions when they come, instead of getting their intestines in a twist about moving ahead. There is the aforementioned affection equation at work with employees too, and other spheres as well, some of which can be measured and others that the most comprehensive of research efforts may miss. That should work out just fine for the Tata brand.

RESEARCH METHODOLOGY
Survey done on consumers on a one to one basis via a questionnaire by taking a sample size on the basis of demographic segmentation.

SAMPLE SIZE: Consumers: 20 based on convenient simple random sampling. Objective

To assess the equity, strength and standing of the Tata brand in relation to competition in this case, six leading Indian corporate brands over a period of time.

RESEARCH METHODOLOGY
Research in common parlance refers to a search for knowledge. One can also define research as a scientific and systematic search for pertinent information on a specific topic. It is the pursuit of truth with the help of the study, observation, comparison and experiment.

RESEARCH DESIGN
Research design is actually the blue print of the research projec t a n d w h e n implemented must bring out the information required for solving the identified problems. The research design depends upon the depth and extent of data required the cost and benefits of research, the urgency of work and the time available for completing it. The research indicates the method of research (i.e. sampling etc)only.

Research design is mainly of three types:i. Exploratory Research.

ii. iii.

Descriptive Research. Experimental Research.

SAMPLE SIZE AND CLUSTER SAMPLING

Sampling may be defined as the selection of an aggregate or totality on the basis of which a judgment or inference about the aggregate or totality is made. In

otherw o r d s i t i s t h e p r o c e s s o f o b t a i n i n g i n f o r m a t i o n a b o u t a n e n t i r e p o p u l a t i o n b y examining only a part of it. In most of the research work and surveys, The usual

ap p r o a c h h a p p e n s t o b e t o m a k e g e n e r a l i z a t i o n o r t o d r a w i n f e r e n c e b a s e d o n samples about the parameters of population from which the samples are taken. Theresearcher quite often selects only a few items from the universe for his studypurposes. All this is done on the assumption that the sample data will enable toestimate the population parameters. The items so selected constitute what is atechnically called a sample, their selection process or technique is called sampledesign and survey conducted on the basis of sample is described as sample survey.Sample should be truly representative of population characteristics without any biasso that it may result in valid and reliable conclusions.

Need for Sampling:

Sampling is used in practical for a variety of reasons such as: 1.Sampling can save time and money. A sample study is u s u a l l y l e s s expensive than a census study and produce result at relatively faster speed. 2. Sample may enable more accurate measurements for a sample study i s generally conducted by trained and experienced investigators.

3.Sample remains the only way when population c o n t a i n s i n f i n i t e l y m a n y members. 4.Sample remains the only choice when a test involved the destruction on the item under study. 5.Sample usually enables to estimate the sampling error and thus assists in obtaining information concerning some characteristics on the population.

Data collection Method

Data collection is an elaborate process in which the researcher makes a planned search for relevant data. Data can be classified as primary and secondary data.

Primary Data
Primary data is a data gathered for the first time by the researcher. Collection of primary data task is demanding and requires a lot o f t e c h n i c a l expertise. Primary data can be collected in marketing by three basic methods Survey Method Observation Method Experimental Method S u r v e y i s t h e m o s t c o m m o n l y u s e d m e t h o d o f p r i m a r y d a t a c o l l e c t i o n i n t h e marketing research. Various kinds of survey techniques are. A P e r s o n a l i n t e r v i e w . T e l e p h o n e S u r v e y . M a i l S u r v e y The instrument used in personnel interview is questionnaire.

Secondary data

Secondary data means data that are already refer to the data which have already collected and analyses by someone else. When the researcher utilizes secondary data that he had to look into various sources from where he can obtain them. In this case he is certainly not confronted with the problems that are usually associated with collection of original data. Various books, magazines and news papers. Reporters and publication of various businesses. Reports prepared by research scholar and in different fields. Records and statistics data. The following characteristics must be possessed: 1. Reliability of data 2. Suitability of data 3. Adequacy of data

Data Analysis And Interpretation

Results Of latest Survey Conducted By Research Agency :

The two juxtaposed graphs show the overall position secured by Tata in the metros segment in the latest brand track exercise, conducted in July 2010, and its position in February 2008.

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The two juxtaposed graphs show the overall position secured by Tata in the small-town segment in the latest brand track exercise, conducted in July 2010, and its position in February 2008.

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Measurement Parameters
There are two broad measurement factors through which the Tata brand is measured and compared with its six chosen peers. The first is relevance, which is essentially about the brands rational appeal and the respect that it commands. The relevance component is tracked under eight parameters: vision and focus; dynamism and innovation; financial soundness; diversification and spread of businesses; employee focus and engagement; quality consciousness and responsiveness to customers; reputation and renown; and ethical and social responsibility. The second factor, just as important, is affinity and this translates into the emotional connect you could also call it bonding, even love that people have with the brand. Affinity

seeks to capture awareness of the brand among respondents, preference for the brand, and the propensity of people to recommend the brand. Besides the affinity and relevance factors, the research survey also tracks how the Tata brand is perceived on three personality attributes: as a mentor, as a winner and as a fighter. Mentor here means cultured, patriotic, generous and friendly; winner represents achievements, ambitions, adventurousness, energy and wisdom; and fighter incorporates youth, athleticism, street smartness, modernity and savvy.

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Summary of latest survey

The survey sees plenty of confluence in the perception and views of urban and small-town respondents, though there are some departures in terms of outlook. Here are some key findings.

The metros component shows Tata as the sole occupant of the leadership quadrant, well ahead of the competition. Since 2008, the overall trend for the Tata brand has been one of consolidation among all respondents and across every category. The lead the Tata brand enjoys over the competition in terms of image shows its healthiness quotient and consistent improvement. Spontaneous awareness among respondents was highest for Tata Motors, followed by Tata Steel. Positive impressions have improved over time for Tata Motors, Tata Teleservices, Tata Sky and Indian Hotels. In the small-town segment, the Tata brand was again the sole occupant of the leadership quadrant. In terms of brand perception, Tata led on all factors relating to brand image and brand personality. Here, once again, there was a high recall of the Tata Nano and Mr Tata. Spontaneous awareness was highest for Tata Motors, followed by Tata Tea. Positive impressions have improved for Tata Motors and Tata Sky.

(Source www.tata.com)

FINDINGS
Q1. What is the image of Tatas product in your mind?

Poll result
12 10 8 6 4 2 0 Satisfactory Average Below Expectations Excellent

Poll result

The above data depicts that Tata products have an excellent image in consumers mind.Most of the consumers have a positive response towards products of Tata group.

Q2. Can you identify the logo? The following data shows that most of the people are aware of Tatas logo which means that the group has captured a major part of Indian market. It also depicts companys presence in Indian market as well as companys efficient marketing techniques.

Response
Yes No

Q3. Do you trust in Tatas products?

Response
14 12 10 8 6 4 2 0 Yes No Can't Say Response

The above data represents that Tata brand promise of trust and dependability and looking after people is very strong. Tata has an edge over other brands. Tata has earned consumers trust and belief through its quality level.

Q4. Would you have bought the product if it was manufactured independently with no connection with the company group? The following graph depicts that consumer believe in brands. Most of the consumers believed that a product that includes a brand name are more safe and secured to use. Thus a brand name like Tata has a distinguished presence in consumers mind

Response
16 14 12 10 8 6 4 2 0 Yes No May Be

Response

Q5. Do you trust Tatas product bought from local stores?

Response
20 15 10 5 0 Yes No Response

This highlights the fact that majority of consumers believe that tata products are of same quality level whether bought from local stores or authorised dealers. This shows Tatas presence in Indian market. The Tata brand promise of trust and dependability and looking after people is very strong.

Q6. Rate the appearance of the product. 1 = least appealing, 5 = most appealing

Response
10 8 6 4 2 0 1 2 3 4 5 Response

Tatas brand image is good in Indian market. Most of the consumers gave it ratings above 3. Q7. Rate the quality of Tatas product. 1= of least quality, 5 = of highest quality

Response
10 8 6 4 2 0 1 2 3 4 5 Response

This shows Tata group has maintained the quality level at an acceptable level.Tata group never compromises on quality levels of any of its products.

Q8. Are you willing to spend premium price for products of reputed companies?

Response
18 16 14 12 10 8 6 4 2 0 Yes No Response

This depicts that Indian consumers believe in brand and are willing to spend premium price to purchase products of reputed brands rather than going for cheap non branded products.

Suggestions
Tata group has earned a good name in Indian market as well as in markets overseas. All they need now is to maintain the goodwill and the prestige they have earned. Globalisation has resulted in more and more international players invading Indian market. Thus Tata need to look forward in developing distinguished marketing strategies to have an advantage over the new players in domestic market. Tata need to bring changes in its product labelling and appearance to gain more and more consumers. Need to focus in media planning Should avoid involvement in illegal practices as in 2G spectrum auction. This stains the groups image in domestic as well as international market.

Limitations

The size of sample was very small. Some information may vary for different people. Respondents might have given biased answers. Small sample size did not cover all age groups. Time constraint. The figures of result and analysis are approximate.

The figures of result and analysis are approximate

Annexure
Name: Address: ____________________ ____________________

Phone Number: ____________________ Email id: ____________________

Q1. What is the image of Tatas product in your mind? a) Satisfactory b) Average c) Below Expectations d) Excellent

Q2. Can you identify the logo? a) Yes b) No

Q3. Do you trust in Tatas products? a) Yes b) No c) Cant say

Q4. Would you have bought the product if it was manufactured independently with no connection with the company group? a) Yes

b) No c) May be d) Cant say

Q5. Can you list down some of Tatas other brands belonging to the company? _______________________________________________________________

Q6. Do you trust Tatas product bought from local stores? a) Yes b) No

Q7. From where do you prefer buying Tatas products? a) Company stores b) Local shops c) Salespersons d) Online e) Other __________________________________________________

Q8. Rate the appearance of the product. 1 = least appealing, 5 = most appealing a) 1 b) 2 c) 3 d) 4

e) 5

Q9. Rate the quality of Tatas product. 1= of least quality, 5 = of highest quality a) 1 b) 2 c) 3 d) 4 e) 5

Q10. Are you willing to spend premium price for products of reputed companies? a) Yes b) No

Bibliography
Websites www.tata.com www.tatamotors.com www.wikipedia.com www.financialexpress.com www.managementparadise.com www.google.com www.scribd.com www.docstoc.com

Books Referred Tata The Evolution Of A Corporate Brand