A

Project Report

ON

“Consumer perception towards TATA ACE”

Submitted to Punjab Technical University (PTU) JALANDHAR

It is partial fulfillment of the requirement of award of “Master of Business
Administration” (M.B.A.)

Submitted by :- Project Guide:

Shivani

Class MBA,3rd sem

Roll. No.

Session 2010-20012

Satyam institute of management & Technology, Nakodar

 CERTIFICATE

This is to certify that Ms Shivani of MBA 3 RD semester of…………….. has completed her
project report on the topic of “Consumer perception towards TATA ACE ” under the
supervision of…………..

To best of my knowledge the report is original and has not been copied or submitted anywhere
else. It is an independent work done by him
 PREFACE
Project work is something that every Management student should carry out seriously at any
organization irrespective of their topic they choose to do. This is a part of complete
management study and carrying out such a project work is required by the examination and
evaluation Department of different Universities necessary for the partial fulfillment of Master
of Business Administration.

Carrying and completing such a project work is not an easy task. One must be careful before
gathering the data required otherwise the very essence of the project will get lost in the
midway and the real and correct idea will remain unexposed before the reader.

I took my project in Marketing on Brand awareness of Tata ACE from Cargo Motors Pvt.
Ltd, Jalandhar. I had tried to compile the clear picture regarding the level of brand awareness,
measure to increase and retain the brand awareness, and the advertising and the promotional
tools effective for enhancing the awareness level of the potential customers.

The project has played a significant role in my life in gaining knowledge in marketing field.
 ACKNOWLEDGEMENT

This project is a great opportunity to express my heartily thanks to those people who timely
supported me a long way in the completion of project report.

First and foremost, I would like to express my sincere thanks to S. Manmohan Singh,
(Assistant General Manager) and Mr. Surinder Singh Rana (Dealer Sales Manager) of
Cargo Motors Pvt. Ltd. Patel Chowk, Jalandhar for his kind guidance and valuable suggestion
for my project.

I acknowledge gratefully, the assistance and co-operation of the management and employees
of Cargo Motors Pvt. Ltd.

At the same juncture I would like to thank our DEAN MR.SHIV MODGIL for his kind co-
operation and valuable suggestions till the complete this project.

I also thank my Mentor Ms. Sheenu Nayyar the faculty of Marketing Management for
their valuable suggestions and dynamic guidance during the completion of the project.

I also express my sincere thanks and dedicate my work to my Parents & Family Members
who have been always a moral support and strong pillars at all walks of my life and at every
stage with a cheer enthusiasm.

DATE Shivani
 DECLARATION

I hereby declare that this project report titled as “Customer perception about the TATA ACE
IN AN AROUND JALANDHAR AND PHAGWARA FROM CARGO MOTORS PVT.
LTD”. It has been prepared by me as part of my academics during the year 1st Jun 2010 to
17st Jul 2010 all working days. For

the partial fulfillment of degree of "Master of Business Administration", under the guidance
and supervision of our DEAN MR SHIV MODGIL

To the best of my knowledge and belief the matter presented in this report has not been
submitted earlier for the award of any degree to any university. This report is prepared by me
on my own efforts.

SHIVANI
 TABLE OF CONTENTS
Certificate I

Preface Ii

Acknowledgement Iii

Declaration iv

CHAPTER NO. CHAPTER TITLE PAGE NO.

1 Introduction 1-20

2 Review Of Literature 21-26

3 Need, Scope And Objectives Of The Study 27-28

4 Statement Of The Problem

5 Research Methodology 29-32

6 Data Analysis And Interpretation 33-48

7 Findings Of The Study 49-50

8 Recommendations 51-52

9 Conclusion 53-54

References 55-56

Annexure

(a)Questionnaire 57-59
INTRODUCTION

INTRODUCTION
The project is undertaken to measure the brand awareness level of Tata Winger Platinum in an
around jalandhar and phagwara, measuring the brand awareness level of a particular
company’s brand is of vital importance since it indicates the number of people who are aware
of a particular brand in a given period of time and it also highlights the effectiveness of the
different advertising or promotional tools used for the purpose.

Brand awareness is the consumers’ ability to recognize or recall (identify) the brand within a
given product category in sufficient detail to make a purchase decision. This also means that
the consumers can propose, recommend, choose, or use the brand. The objectives of most
advertising campaign are to create and maintain brand preference. The first step is to make
potential consumers aware of a brands’ existence.

One of the prominent goals of any business should be to build brand image and awareness of
its product, albeit in as cost – effective manner as possible. Consumer tends to make
purchasing decision based on peer recommendation and direct experience, as well
traditional advertising methods.

The project aims towards increasing the brand awareness since its one of the effective tool to
effect the final purchase decision and the volume of sales. I had used the topic to find out or
measure the brand awareness level among the customers and the ways to increase its
awareness.

In this project, I went into a search for details regarding the brand awareness of Tata Winger
Platinum and its acceptance rate and the promotion effectiveness.

The analysis was done with the help of the data collected through questionnaire taking the
sample size of 100 in an around Jalandhar and Phagwara. As the brand awareness is directly
associated with promotion strategy taken by the company its effectiveness is evaluated and the
steps to increase the awareness level of the customers are considered.

Therefore I have used various tools and techniques for the purpose of analysis of the data and
have tried to throw a clear light towards the level of brand awareness of Tata Winger Platinum
and the measures to increase its awareness and to evaluate the best media of communication
for the purpose.
CARGO MOTORS PVT LIMITED

Cargo Motors Pvt Limited, (CMPL) was established by late Shri Y.P. Nanda, founder
Chairman & Managing Director. He started his career in the Automobile Industry around 1948
and in 1959 seeing his enterprising abilities Telco awarded a Dealership to the Company for
Sales and Service of Tata Vehicles, for the remote area of Kutch at Gandhidham in Gujarat
and presently enjoys the honour of one of the prestigious and leading Telco commercial
vehicles and passenger car dealer.

Cargo Motors Pvt Limited, (CMPL) has been associated with Tata Motors for the last fifty
years. We commenced operations selling commercial vehicles in the Kutch region of Gujarat
after our Founding Chairman was awarded the dealership in 1959. Since then we have
expanded our territories into Punjab and Rajasthan and have a state-wide presence in Gujarat.
We are the largest selling dealer for Tata commercial vehicles and have also diversified into
passenger cars and construction equipment.

To support our existing main business of car dealership, Cargo Logistics was set up as a
venture into the car transportation business to maintain our leadership in selling maximum
numbers of Telco cars with focus on enhanced customer service with uninterrupted supply
chain. To leverage on the growing Indian economy and development of infrastructure, Cargo
Motors has added a new wing to its services “Integrated Transportation & Logistics Solution:
to focus on the demands and needs of the customer”. The company is also involved with
Chassis Transportation Ex. Pune & Ex. Tata Nagar. We are authorized transporters for TATA
Motors, Honda , The Vardhman Group, etc.

The New Wing is currently engaged in transportation of automobiles & also providing
complete logistics solutions across India for its prestigious customers. It has always moved
ahead with the paramount objective – to organize and streamline cargo transportation industry
in India. We value our clientele and always aim to provide world-class service and customer
satisfaction.

Cargo Construction Pvt. Ltd. was set up in 2005 and is the division dealing in TELCON
Construction equipment and spares. We are authorized dealers for TELCON’s full range of
products based in Delhi and The NCR.
The Cargo Group has also recently entered into the Hospitality sector in consortium with our
sister concern, Bharat Hotels Pvt. Ltd. We plan on opening a string of Business Hotels in the
major cities of Gujarat and Punjab in the next five years.

Our collective vision at The Cargo Group is to achieve the highest customer satisfaction &
delight.

VISION MISSION

To be a customer-oriented, multi-technology, multi-specialist transport system in Indian and

International markets, with a proven commitment to excellence in every facet of activity, and
the pursuit of value-based policies to satisfy the aspirations of society, customers, vendors,
employees and the entire Automobile and Transport Industry.

QUALITY POLICY

To achieve customer satisfaction by providing reliable cargo transportation services through

human resource development, technological up gradation, adherence to professional ethics and
quality operational systems.

OUR VALUE SYSTEM

• To be a learning and growing company.

• To be positive for attaining global standard in the quality of services we offer.
• To have mutual trust, respect, open communication and transparency of action in all
spheres of activity.
• To be a responsible, environment-friendly company and adopt latest technologies
available to reduce our Carbon Footprint.
• To be a truly World-Class company.
BOARDS OF DIRECTORS

We are a professionally managed Company, where all the Directors take active part in Day to
Day Business / Operations leading a team of Professional Managers & Personnel, with a view
to achieve the goals and targets set by Principals.

For Cargo Motors Private Limited, future is always not only challanging but also promising
and exciting too. The Company is set to achieve new Horizons in its mission once the strategic
growth plans are put into operation.

The following are the Directors of the Company.

• Mrs.Raj KumariNanda,Chairperson & Managing Director.

• Mr.Vimal Gujral, Executive Director.
• Mrs.Anita Nanda, Director.
• Ms.Devki Nanda, Director.
• Mr.Pravesh Nanda, Director.
• Mr. Aditya Nanda, Executive Director.
• Mr.Jayant Nanda, Director.

WHY US

Incorporated in 1959, CARGO MOTORS PRIVATE LIMITED is one of the leading

Dealers for all range of TATA vehicles in the Country with an impressive consistent
performance record for the past several decades. Under the able guidance of Founder-
Chairman Late Shri Y.P.Nanda,

Cargo Motors Private Limited has achieved phenomenal growth in all areas of its operations.
This spirit and dedication is still carried with perseverance. Our presence in Kutch is more
than four dacades old and name of our Company is known in each and every City, Town and
Village of the District.

Cargo Motors is also having the main Dealership of Tata Vehicles at Ahmedabad,
Gandhidham,Baroda and Jamnagar covering the Districts of Ahmedabad, Kutch, Gandhinagar,
Baroda, Panchmahal, Dahod, Sabarkantha, Mehsana, Patan, Banaskantha, and Jamnagar in
the State of Gujarat as well as Sales out-lets at Bhuj, Mehsana, Palanpur, Himatnagar and
Godhra. and are also Dealers for M/s.Tata Motors Limited in the State of Punjab for the
Districts of Jalandhar, Kapurthala, Amritsar, Nawanshahr and Gurdaspur. The Company is
also having Dealership of Honda Motorcycle & Scooters (India) Pvt. Ltd., (HMSI) in
Gandhidham (Gujarat).

Today with a 1765 people strong family, Cargo Motors has become one of the most sought
after Transportation & Logistics companies in India. The fact is well endorsed by the
customers nationally. With a fleet of more than 270 vehicles including trucks, trailers, 32’ft
containers & LCVs and with a network of warehouses in major cities in India, Cargo Motors
offers a truly integrated bouquet of total Logistics Services to its customers. We have our
Construction equipment division dealing in the TELCON construction equipments & spares.
We are also into hospitality industries with our own hotels & resorts.

Cargo Motors has a quality policy in place which ensures that each member of the Cargo
Motor family complies with the set quality norms. All the processes that we undertake have an
internal quality standard. Even our drivers are ensured to be compliant with the norms set
forth for safety, security and quality. The processes are thoroughly monitored and regularly
audited.
NETWORKS
CLIENTS

Cargo Motors Markets & Customers

Cargo Motors has been servicing more than 550 districts out of the total 602 districts in
India.The network is ever growing. Industry segments that Cargo Motors caters to right now
are:

• Automobile
• Textile & Fashion
• Engineering & Manufacturing
• Pharmaceuticals & Chemicals
• IT Projects
• Audio, Video & telecom
• Public Sector

Honda Motors

Honda
GM
Scooters John
Derre

Tata
Group
Apollo Tyres
Reliance

Aditiya Birla
Relience fresh
 TATA MOTORS

Tata Motors Limited is India's largest automobile company, with consolidated revenues of Rs.
92,519 crores (USD 20 billion) in 2009-10. 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 second largest bus manufacturer. The company's 24,000
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) 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 is establishing a new plant at Sanand (Gujarat). 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.

In May 2009, Tata Motors introduced 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.
SMALL COMMERCIAL VEHICLES

LOAD VEHICLES

• TATA ACE
• TATA 207

PASSENGER VEHICLES

• TATA Magic
• TATA Winger

Tata Ace

Manufacturer Tata Motors

Production 2005–present

Pune, India
Assembly
Uttarkhand, India

Class mini truck

Body style(s) pickup truck

Engine(s) 0.7 L diesel I2

The Tata Ace is a mini-truck (similar to Japanese Kei truck) launched in May 2005 by Tata Motors in
India. It is in competition with the prevalent three-wheeled goods carriers from Bajaj Auto, Piaggio,
Mahindra and Force Motors.
History
In December 2000 Girish Wagh was given a brief by Ravi Kant to create a new light truck line
that would add to Tata's current truck range. It was to be economical and to take on the three
wheeled cargo auto rickshaws in the Indian market. Based on this brief Wagh approached
users of three wheel cargo rickshaws and got their feed back on Tata's future four wheel cargo
vehicle. The feedback indicated the need for a economical vehicle that could take light loads
over short distances. Additionally the feedback also revealed that future owners would prefer
owning a four wheeler cargo vehicle for the perceived prestige it would offer over a three
wheeled vehicle.

Launch and reaction

Tata Motors launched the Ace truck in May 2005 for just above Rs 2 lakhs. The new vehicle
was a big hit selling 100,000 in just 20 months. As of May 2010 Ace sold 500,000 in just 5
Years which created history in commercial vehicles Currently this truck is only offered in a
single colour, white, to save time in the paint shop. Tata is building a new factory that will be
able to turn out 250,000 a year starting this month.

New segment

Tata Ace has created a new mini segment in India. Priced between 2.25 to 2.35 lakhs INR, the
company aims to convert three wheeler users to 4 wheelers. One of the idea that has made the
launch of this vehicle might be that the government policy in India not to allow HMVs (that
are categorized by vehicles weighing above 3 tonnes) to enter cities after 7 p.m. to reduce
traffic jams and pollution. TATA has found the gap in the market and released Ace. The 700
cc engine delivers a power of 16 hp (12 kW) at 3200 rpm and a torque of 3.8 m·kgf (37 N·m at
2000 rpm gives a tough competition to Piaggio's mini truck (3-wheeler). It has a permissible
loading capacity of 750 kg (1650 lb). It also has a modern cabin compared to its three wheeler
rivals. It is best suited for use by villagers in carrying goods over short distances. The project
was headed and executed by Girish Wagh.

Manufacturing locations

The mini truck is now produced at the facility in Pantnagar, Uttarkhand although it was
initially manufactured at Pune. The Tata Ace succeeded in creating an entirely new segment
that competitors are known to be working on different models to compete against the Tata
Ace.

A new higher variant Ace II has also hit the roads.

TATA has announced that their Mini Truck “Ace” has crossed the 1lakh units Sales in the
Domestic Market in a Single Year 2009-10, selling 4 different variants.
It is claimed that they are the first Commercial Vehicle to achieve this target in a Single Year.

“In 2009-10, the sales of the TATA Ace crossed the one lakh mark to reach 1,10,032 units. It
has thus become India’s only goods commercial vehicle to achieve the milestone,” Tata
Motors said in a statement.
The TATA Ace was launched in the Year 2005.

• It recorded about 30,000 units sale in the year 2005-06,

• Sales increased drastically to more than double to about 70,000 units Sale in 2006-07,
• Sales in 2007-08 was about 89,000 Units Sale,
• A Slight decrease during 2008-09 to about 81,000 units.
• And now at cool 1lakh plus units for the Year 2009-10.

TATA also exports to neighboring countries such as Nepal and Sri Lanka.

On parallel lines to Ace was created the TATA Magic in the year 2007.
This has recorded a Sales of about 49,000 units during 2009-10 which was about 71% increase
comparing to the previous year.

They have reported a Total sales of both Ace and Magic to be at 1,50,000 Units during 2009-
10.

“The Tata Magic too is recording strong adoption in semi-urban and rural areas, and in 2009-
10 its sales have touched close to 49,000 units, a growth of 71 per cent over the previous
year,” the statement said.
VERSATILITY

The ACE can be conveniently used in cities as well as in rural areas. 12” tyres for the first
time in its class give higher ground clearance and higher loading capacity – resulting in better
performance on and off the road. The truck-like strength of the front and rear leaf spring
suspensions coupled with the shock absorbers provide a smooth ride and great driving
comfort. The rigid front axle is designed specially to weather Indian conditions. With a small
turning circle of 8.6m, the ACE can be safely and easily navigated, both in narrow village
streets and in dense city traffic.

SAVINGS

The performance of the engine as well as the comfortable conditions for the driver allow the
ACE to travel over 500 kms in a day. Low operating costs and the versatility offered through
features like its flat, large loading area and small turning radius, give a fantastic opportunity to
earn higher business revenue and higher profits, everyday. All this with big Tata reliability
make the ACE the best business partner for one and all.

STYLE

Car-like interiors and numerous accessories allow you to ride in style

Engine start and stop with key

Styled dashboard with tray, digital clock, radio fitment provision, utility tray and clearly
visible instrument cluster

Lockable glove-box for keeping valuable documents

Easily accessible hazard warning switch for emergency

Horn pad on steering wheel

Twin wiper for safe driving in rain

A spare wheel attached to the lockable swing frame at the rear

 TATA ACE Bharat Stage II and III
ENGINE
Model : TATA 275 IDI NA BS-II (and BS-III)

Type : 4-stroke, naturally aspirated, indirect injection diesel engine

Max. Output : 16 hp @ 3200 rpm

Max. Torque : 3.8 mkg @ 2000 rpm

Displacement : 700 cc

Special Items : catalytic converter (only in BS III)

CLUTCH : Single plate dry friction diaphragm type

GEAR BOX : GBS 65-4/5.27

Type : Synchromesh (4 forward gears), Sliding mesh (reverse gear)

STEERING : Mechanical, variable ratio (20.5 to 24.5), 380 mm dia

BRAKES

Type : Dual circuit hydraulically activated

Front : Disc brakes

Rear : Drum brakes (200 mm dia x 30 mm)

Parking Brake : Cable operated mechanical linkages acting on rear wheels

SUSPENSION
CHAPTER 3
Type : Parabolic leaf spring suspension CHAPTER
at both front and rear

Shock absorber CHAPTER

: Hydraulic
5
double-acting
4
telescopic type both at front and rear

WHEELS AND TYRES

NEED,RESEARCH SCOPE AND
Tyres Data
145R12
OBJECTIVES
LT 8PR RADIAL Analysis And
REVIEW OF OF THE
LITERATURE
FUEL TANK
METHODOLOGY
STUDY
Capacity 30 liters
Interpretation
PERFORMANCE TATA ACE SWOT ANALYSIS

Max. Speed : 64 kmph