1. Ansuman Mohanty Anupam Gayen Aswini Singhania Rik Sarkar Rituraj Hans Sabyasachi Barma Sabyasachi Mukherjee Samprikta De

8. MARKETING MIX: FOUR P COMPONENTS MaCARTHY’S 4 P’S For a suitable Marketing Mix Product Quality: high standard ; Design: sleek and sporty; Brand name: Tata Ace; Services: augmented service network closer to the operating routes Promotion Creative advertising: “ Small is big” as the catchline. Place Location: Cities, small towns & villages- Rural- Urban belt in India. Price Priced in comparison to 3-wheelers; Costs reduced through combination of using & modifying parts used by other vehicles from Tata Motors.

11. THE BUYERS’ VIEWPOINT: THE FOUR C COMPONENTS LAUTERBON’S 4 C’S Consumers’ needs: Vehicles capable of transporting sub 1 ton loads over small distances; lower turning radius facilitating navigation in small towns . Cost to consumer: Low maintenance cost of the vehicle. Convenience: Better driving comfort, Higher driver safety. Communication: Market research revealed the “ social prestige” issue of the consumers.