A Seminar on
TATA MOTORS
By
Piyush Porwal
Mansingh Lavhate
Pranav Thombare
Violet Ogwora
Pradip Patil

Objective
To study the 4 P’s of Marketing Mix used by TATA Motors.

• Worked in fathers company till the age of 29
• Started trading company in 1868
• In 1869, Purchased oil Mill – Converted into Cotton mill
(Alexandra Mill) In Chinchpokli
• Purchase cost - Rs 21000(Worth 21 million in 2015)
• 4 Goals – Iron & Steel industry (Asia’s 1st & worlds 5th largest)
- World class learning institute (IISC)
- A Unique Hotel (Taj – 1903)
- Hydoro-electric plant (TATA Power – 8000MW)

TATA GROUP
LEADERSHIP WITH TRUST

Chairman
1. Jamsetji Nusserwanji Tata (1868-1904)
2. Dorabji Tata (1904-1932)
3. Nowroji Saklatwala (1932-1938)
4. Jehangir Ratanji Dadabhoy Tata(JRD Tata)(1938-1991)
5. Ratan Tata (1991-2012)
6. Cyrus Pallonji Mestry (28 Dec 2012….

About
• Tata Motors Limited (formerly TELCO, short for Tata Engineering
and Locomotive Company)
• Established in 1945
• It is the world's 5th-largest motor vehicle manufacturing company,
fourth-largest truck manufacturer.
• Second-largest bus manufacturer by volume.
• Dual-listed company traded on both the Bombay Stock Exchange,
and New York Stock Exchange

• It is an Indian multinational automotive manufacturing company
headquartered in Mumbai, Maharashtra, India, and a subsidiary of the Tata
Group
• 'India's most valuable brand' in a annual survey conducted by Brand Finance
and The Economic Times.
• in 2005, was ranked among the top 10 corporations in India with an annual
revenue exceeding INR 320 billion.
• Tata Motors has produced and sold over 4 million vehicles in India
• Employs 24,000 workers
• Operations - 85 countries across six continents.
• Export - in more than 120 nations

• Tata Motors is India’s largest automobile company, with
consolidated revenues of USD 20 billion in 2009-10
• Manufactured its first commercial vehicle in 1954 in a collaboration
with Daimler-Benz AG
• Tata Motors' principal subsidiaries purchased the British premium
car maker Jaguar Land Rover and the South Korean commercial
vehicle manufacturer Tata Daewoo.
• Tata Motors has a bus-manufacturing joint venture with Marcopolo

Vision
“Most admired by our customers, employees, business
pertners and shareholders for the experience and value they
enjoy being with us”.
Mission
“To be passionate in anticipating and providing the best
vehicles and experience that excite our customers globally”

• Maximising customer satisfaction
• Contineous improvement
through design & dev.
• Maintain international standards
• Environmentally sustainable
technologies
• Improve quality of life of both
within & outside of org.
Key points

TATA Motors Board of Directors
Mr. Cyrus P Mistry – Director & Chairman
Directors
• Dr. Raghunath A. Mashelkar - Non-Ex Director
• Mr. Nasser Munjee - Non-Ex Director
• Mr. Subodh Bhargava - Non-Ex Director
• Mr. Vinesh K Jairath - Non-Ex Director
• Dr. Ralph Speth - Non-Ex Director
• Ms. Falguni S. Nayar - Non-Ex Director
• Mr. Guenter Butschek (CEO & Managing Director)
• Mr. Ravindra Pisharody (Commercial Vehicles)
• Mr. Satish B. Borwankar (Quality)

PRODUCTS
• Passenger utility vehicles
• Commercial vehicles
• Concept vehicles
• Military vehicles

PLANTS
• Jamshedpur - Truck factory, Engine factory, Cab & Cowl factories
• Pune - Production Engineering division, Press tools, Jigs, Fixtures,
Gauges, Metal patter and Special tools
• Lucknow - Manufacturing of commercial vehicles, Modern buses,
CNG & RE Buses
• Patnagar - Manu. Of Mini Truck, ACE, and passenger carrier MAGIC
• Sanad - Manufacturing of Tata Nano
• Dharwad - Manu. Of Bolt, TIago

Marketing Mix
1. Product
2. Price
3. Place
4. Promotion

1. PRODUCT
a. Brand
•. Advertisement to create brand image
Quality, performance, features & class (all of these meanings are added to the product by
advertising)
•. Many people buy the branded products as a symbol of status
•. Tata motors is successful in creating and
maintaining a professional brand image
b. Packaging
•. Here, packaging refers to and effective assembly of features

• They provide many innovative features to suit the target customers and product
• E.g. Tata Safari Dicor has ‘Reverse Guide System’ which includes a weather-proof camera to
help the driver while reversing the vehicle.
c. Innovations
• To meet the needs and expectations in innovative ways
• Indian psychology – ‘More at less price’
• spent the maximum (Rs 2,200 crore) in the financial year
2015 (Ranks among top 50 companies in the world)
d. Quality Control
To avoid defects in products and maintaining the quality

e. Product range

Military vehicles

Concept Vehicles

Upcoming Cars in 2016-17
• Tata Nano Diesel (2.4 – 3.5 Lacs, MAY – DEC 2016)
• Tata Hexa (Crossover) (13.0 – 18.0 Lacs, OCT – NOV 2016)
• Tata Kite 5 (Sedan) (4.0 – 5.5 Lacs, OCT – NOV 2016)
• Tata Nexon (SUV) (7.0 – 10.0 Lacs, FEB – MAY 2017)
• Tata Megapixel(Hatchback)(5.0 – 7.0 Lacs, JUN – SEP 2017)
• Tata Pixel (Hatchback) (2.0 – 2.5 Lacs, NOV – DEC 2017)
• Tata Indica Vista Electric (Hatchback)
(5.00 – 7.00 Lacs, JUL – SEP 2017)

e. Unique Feature
•. High wheel base (greater stability, comfort& safety)
•. Electronic Anti-skid programme
•. Separate engine & cabin compartments which gives more safety and prevents from major accidental
damage
•. Strong exterior body (made of thick metal sheet)
•. The range of Super Milo fuel efficient buses are powered by super-efficient, eco-friendly
•. engines. The bus has optional organic clutch with booster assist and better air intakes
•. that will reduce fuel consumption by up to 10%.
f. Service
Service provided by these products are transportation
of goods and passangers

2. PRICE
a. Pricing Strategy
The various determinants of price are
i. Market Condition
ii. Costs incurred
iii. Profit percentage desired by the Co.
iv. Dealer Profit
b. Alterations
No alterations in performance for lowering the price. may be alterations in the
accessories, if desired by the customer

c. Discounts
• Decided every month
• Types – i. Festival offers
ii. Exchange offers
iii. Promo. offers
iv. Special discounts for govt. servants
( maxRs.5000 )

3. PLACE
a. Channels of Distribution
• Through dealerships
(Dealers negotiate, & buy the vehicles from co. & gets profit through sale, as MRP is fixed)
• Bulk order from govt. or pvt. Companies are handelled by company itself
b. Physical Distribution
• Manufactured at
Commercial vehicles - Jamshedpur,Lucknow and Pantnagar
passenger vehicles – Pune, Dharwad
• From the plant, vehicles are transported through containers by road

c. Market coverage
•. Highest commercial vehicles sale in india
•. Exports to 120 countries all over the world
•. R & D centres in South Korea, UK & Spain
•. Highest manufacturer of military vehicles for India and
South Africa

4. Promotions
a. Personal Selling
• Sales Officers at the dealerships
• Collect prospective customer databases and try to attract customers (offers
through calls, mails, messages)
b. Advertising
•. T.V., Newspapers, Magazines, Hoardings, Internet, camps etc
•. Eg – Camp for the advertisement and promotion of tiago, conducted by Unity
Motors (Klpr) in Kolhapur, Ichalkaranji & Raigad.

c. Sales Promotion
• To persuade consumers to purchase immediately by providing special
incentives such as cash rebates, prizes, extra product, or gifts
• Company conducts intensive sales promotion during festivals such as festive
discounts during Diwali
d. Public Relations
• Co. takes serious measures to maintain good public relations.
• They follow business ethics to ensure that the customer is satisfied and
receives good service whenever and wherever he desires
• Eg – Taking feedbacks, giving good service and offers

• Involved in a wide variety of community development and
environment preservation projects & social activities relate to
health, primary education, skills training and entrepreneurship,
livelihoods, women empowerment and strengthening services
for the differently-abled.
e. Internet marketing
•. Advertisements
•. Promotional videos
•. Online information of products
•. Customers feedbacks

5. People
• Highly motivated and talented staff
• Rigorous training programmes to hone their entrepreneurial skills and
impart comprehensive product knowledge
6. Processes
• motors follow Balanced Scorecard Collaborative, Inc for
achieving excellence

7. Physical Evidence
• management of the company has managed to keep their
hopes alive even in the recession time
• On just launch of Tata Nano, company received 2,03,000
bookings with 70% payments made

HORIZONEXT
• FUELNEXT – Cleaner, Greener & efficient transportation
• CONNECTNEXT - Advanced Navigation & connectivity system
(smartphone integration, multi/auto drive,
touch display, HARMAN audios. )
• DRIVENEXT - CSC Corner Stability Control, Dual air bags
• PERFORMANCENEXT – To give the optimum blend of
performance

SWOT Analysis
a. Strengths
• Innovation & strong financial condition
• No. of patents & trademarks
• Environmental Friendly Policies
• Aggressively acquiring foreign brands to increase its global
presence
• High amount of foreign investment

b. Weaknesses
• Tata large range is based on very old models expect for the Nano
• Ignorance of Tata's involvement in the Car sector
• Not able to meet safety standards in their vehicles.
• Low return on investment on Tata Motor’s shares
• in English, ‘tat’ means rubbish - Brand sensitive British consumer would buy, instead,
they would buy Fiat, Jaguar and Land Rover
c. OPPORTUNITIES
• Exploitation of large markets in India and China
• Acquisition /Take over
• By launching low cost car (Nano) into countries where
people have low purchasing power

d. Threats
• Can introduce more safety
• Less experience in car manufacturing
• Increases in Raw materials and Labour Costs
• Industrial espionage intellectual property right
• Rising fuel prices
• cheap cars in India will have an adverse
effect on pollution

Visit
Unity Motors
Plot no. 170/176
Pune-Banglore express highway
Gokul Shirgaon
Date - 10 AUGUST 2016

Conclusion
• Tata Motors is an overall strong company that has found
strength and expansion through its parent company TATA
GROUP.
• Tata has grown from a small company based in India to a
global leader through their innovation, hardwork and fair
business policies.

Thank You