Professional Documents
Culture Documents
I Vinay khola, the student of Business management have done this project
work as a partial fulfillment of BBA program in Govt. Degree College
Udhampur
I started this Project with great excitement, as I knew that there would be a
definite increase in my knowledge.This would not have been completed
successfully by me without the assistance and guidance of the concerned
persons involved in this project.Words are inadequate to express my gratitude
to Mr.Deepak Abrol ( Branch Manager) and Mr.Chander katoch (Sales
Manager),for giving me an opportunity to carry out study and prepare this
project at Tata National Garage Udhampur. & provide valuable guidance
throughout the project.
In the absence of above mentioned people, this project would not have been
in the present format.
Chapter 1
Introduction
HISTORY
The beginnings of the Tata Group can be traced back to 1868, when Jamsetji
Nusserwanji Tata established a trading company dealing in Opium in Bombay
present it is calling as Mumbai. This was followed by the installation of Empress
Mills in Nagpur in 1877. Taj Mahal Hotel in Bombay was opened for business in
1903. Sir Dorab Tata, the eldest son of Jamsetji became the chairman of the
group after his fathers 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 JRD Tata. The group expanded significantly under him with the
establishment of Tata Chemicals (1939), Tata Motors and 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
LEADERSHIP WITH TRUST
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 logo was designed by the Wolff Olins consultancy. The logo is meant to signify
fluidity; it may also be seen as a fountain of knowledge; maybe a tree of trust under which
people can take refuge.
Purpose
Attain leadership through business excellence in the sectors we operate in, while
upholding our values and integrity, to improve the quality of life of the communities we
serve.
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.
• 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.
BUSINESS SECTORS
This subsection details the Tata group's operations according to the seven business sectors
that its companies function in :-
The Tata group has well-established enterprises in the fields of software and other
information systems, telecommunications and industrial automation.
• INCAT
• Nelco
• Nelito Systems
• Tata Business Support Services .
• Tata Elxsi.
• Tata Teleservices
• Tatanet
• Tata Communications.
• CMC Limited
The Tata group has a robust presence in engineering, with operations in automobiles and
auto components and a variety of other engineering products and services
.
COMPANIES IN THIS SECTOR
• Tata Motors .
• Tata Projects
MATERIALS:
The Tata group is among the global leaders in this business sector, with operations in
steel and composites.
Corus
Tata metaliks
Tata steel
Tayo Rolls
TM International Logistics
Services: The Tata group has widespread interests in the hospitality business, as also in
insurance, realty and financial and other services.
COMPANIES IN THIS SECTOR
• Tata Capital
• Tata Services
ENERGY:
Powerlinks Transmission
Tata BP solar
Tata Petrodyne
Tata Power
CONSUMER PRODUCTS:
The Tata group has a strong and longstanding business in watches and jewellery, and a
growing presence in the retail industry
.
COMPANIES IN THIS SECTOR
• Tata salt
Tata Ceramics
• Infiniti Retail
• Titan Industries
• Sonata Watches
• Trent (Westside)
• Tata Sky
• Star Bazaar
CHEMICALS:
The Tata group is one of the largest producers of soda ash in the world. Additionally, it
has interests in fertilisers and in the pharmaceuticals business.
• Rallis India
• Tata Pigments
• Tata Chemicals.
• Advinus Therapeutics.
Milestones
The Tata group is one of India's oldest, largest and most respected business
conglomerates. The group's businesses are spread over seven business sectors
The seeds of what would mature and become today's Tata group were laid long years
before India became independent
1868
Jamsetji Nusserwanji Tata starts a private trading firm, laying the foundation of the
Tata group.
1874
The Central India Spinning, Weaving and Manufacturing Company is set up, marking
the group's entry into textiles and its first large-scale industrial venture.
1902
The Indian Hotels Company is incorporated to set up the Taj Mahal Palace and Tower,
India's first luxury hotel, which opened in 1903.
1907
The Tata Iron and Steel Company (now Tata Steel) is established to set up India's first
iron and steel plant in Jamshedpur. The plant started production in 1912.
Sets up its first office overseas, Tata Limited in London.
1910
The first of the three Tata Electric Companies, The Tata Hydro-Electric Power Supply
Company is set up. The second, Andhra Valley Power Supply Company was
established in 1917 and Tata Power in 1919. The first two companies were merged
with Tata Power in 2000 to form a single entity.
1911
The Indian Institute of Science is established in Bangalore to serve
as a centre for advanced learning.
1912
Tata Steel introduces eight-hour working days, well before such a system was
implemented by law in much of the West.
1917
The Tatas enter the consumer goods industry, with the Tata Oil Mills Company being
established to make soaps, detergents and cooking oils. The company was sold to
Hindustan Lever (now Unilever) in 1984.
The Tata group ventured into new areas and built on the foundations, in spite of the
restraints imposed by a controlled economy
1932
Tata Airlines, a division of Tata Sons, is established, opening up the aviation sector in
India. Air India was nationalised in 1953.
1939
Tata Chemicals, now the largest producer of soda ash in the country, is established.
1945
Tata Engineering and Locomotive Company (renamed Tata Motors in 2003) is
established to manufacture locomotive and engineering products.
Tata Industries is created for the promotion and development of hi-tech industries.
1952
Jawaharlal Nehru, India's first Prime Minister, requests the group to manufacture
cosmetics in India, leading to the setting up of Lakme. The company was sold to
Hindustan Lever (now Unilever) in 1997.
1954
India's major marketing, engineering and manufacturing organisation, Voltas, is
established.
1962
Tata Finlay (now Tata Tea), one of the largest tea producers, is established.
Tata Exports is established. Today the company, renamed Tata International, is one of
the leading export houses in India.
1968
Tata Consultancy Services (TCS), India's first software services company, is
established as a division of Tata Sons.
1971
Tata Precision Industries, the first Tata company in Singapore, is founded to design and
manufacture precision engineering products.
1984
The first 500 MW thermal power unit at the Trombay station of the Tata Electric
Companies is commissioned.
The liberalisation of the Indian economy unleashed a period of remarkable growth for the
Tata group, in India and worldwide
1995
Tata Quality Management Services institutes the JRD QV Award, modelled on the
Malcolm Baldrige National Quality Value Award of the United States, laying the
foundation of the Tata Business Excellence Model.
1996
Tata Teleservices (TTSL) is established to spearhead the group's foray into the telecom
sector.
1998
Tata Indica — India's first indigenously designed and manufactured car — is launched
by Tata Motors, spearheading the group's entry into the passenger car segment.
1999
The new Tata group corporate mark and logo are launched.
2000
Tata Tea acquires the Tetley group, UK. This is the first major acquisition of an
international brand by an Indian business group.
2001
Tata AIG — a joint venture between the Tata group and American International Group
Inc (AIG) — marks the Tata re-entry into insurance. (The group's insurance company,
New India Assurance, set up in 1919, was nationalised in 1956).
2002
Tata Sons acquires a controlling stake in VSNL (renamed Tata Communications in
2008), India's leading international telecommunications service provider.
Tata Consultancy Services (TCS) becomes the first Indian software company to cross
one billion dollars in revenues.
Titan launches Edge, the slimmest watch in the world.
2004
Tata Motors is listed on the world's largest bourse, the New York Stock
Exchange, the second group company to do so after VSNL.
Tata Motors acquires the heavy vehicles unit of Daewoo Motors, South Korea.
TCS goes public in July 2004 in the largest private sector initial public offering (IPO)
in the Indian market, raising nearly $1.2 billlion.
2005
Tata Steel acquires Singapore-based steel company NatSteel by subscribing to 100 per
cent equity of its subsidiary, NatSteel Asia.
VSNL (now Tata Communications) acquired Tyco Global Network, making it one of
the world's largest providers of submarine cable bandwidth.
Tata Sons completes 60 years of Tata operations in the US.
The Taj acquires a hotel run by Starwood, Sydney (renamed Blue) and takes over
management of The Pierre, NY.
2006
Tata Sky satellite television service launched across the country.
Foundation stone for the Tata Medical Centre unveiled in Kolkata.
2007
Tata Steel acquires the Ango-Dutch company Corus, making it the world's fifth-largest
steel producer.
TCS inaugurates TCS China — a joint venture with the Chinese government and other
partners.
2008
Tata Motors unveils Tata Nano, the People’s Car, at the 9th Auto Expo in Delhi on
January 10, 2008.
Tata Motors acquires the Jaguar and Land Rover brands from the Ford Motor
Company.
Tata Chemicals acquires General Chemical Industrial Products Inc.
Chapter-2
Company
Profile
HISTORY
Tata Motors is a part of the Tata Group manages its share-holding through Tata Sons. The
company was established in 1945 as a locomotive manufacturing unit and later expanded
its operations to commercial vehicle sector in 1954 after forming a joint venture with
Daimler-Benz 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 an instant
hit in the Indian market. It was also exported to Europe namely the UK and Italy. Since
then it has never looked back. In 2004 it acquired Tata Daewoo Commercial Vehicle and
in late 2005 it acquired 21% Aragonese Hispano Carrocera giving it controlling rights of
the company. It has formed a Joint Venture with Marcopolo of Brazil and introduced low-
floor buses in the Indian Market. Recently it had acquired British Jaguar Land Rover
(JLR) business, which also includes Daimler and Lanchester brand names.
EXPANSION
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 , Tata Sumo and Tata Safari . 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-favourite. A
badge engineered version of the car was sold in the United Kingdom as the Rover
CityRover. 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
INTRODUCTION
Tata Motors Limited, is a multinational corporation headquartered in Mumbai, India. Part
of the Tata Group, it was formerly known as TELCO (TATA Engineering and
Locomotive Company).
• Tata Sierra
• Tata Estate
• Tata Sumo/Spacio
• Tata Safari
• Tata Indica
• Tata Indigo
• Tata Indigo Marina
• Tata Winger
• Tata Magic
• Tata Nano
• Tata Xenon XT
• Tata Aria
Concept Vehicles
• Tata Ace
• Tata TL/Telcoline/207 DI Pickup Truck
• Tata 407 Ex and Ex2
• Tata 709 Ex
• Tata 809 Ex and Ex2
• Tata 1610/1616 (Heavy bus)
• Tata Starbus (Medium Bus)
• Tata Globus (Low Floor Bus)
• Tata 3516 (Heavy truck)
• Tata 4018 (Heavy truck)
• Tata 4923 (Ultra-Heavy truck) (6X4)
• Tata Novus (Heavy truck designed by Tata Daewoo)
• Tata World Truck (Heavy truck designed by Tata Motors and Tata Daewoo
Military Vehicles
It has been a long and accelerated journey for Tata Motors, India's leading automobile
manufacturer. Some significant milestones in the company's journey towards excellence
and leadership
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.
• 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.
•
2008 • .
• 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.
• .
• 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 introduces new Super Milo range of buses.
• Indica Vista – the second generation Indica, is launched.
•
2009 • Tata Motors begins distribution of Prima World truck
• Tata Motors launches the next generation all-new Indigo MANZA
• FREELANDER 2 launched in India
• 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.
AWARDS
• Car Plant Pune bags 'Gold Category Award in National Productivity Contest'
• Tata Motors Wins the Gold Award in the Reader’s Digest Asia Trusted Brand
Awards 2009
• Tata Motors - Investor Relations ranked first in India
• Tata Motors bags the NDTV Profit Business Leadership Award 2008.
• CVBU Pune wins Rajiv Gandhi National Quality Award for 2007.
• Tata Motors awarded the Top Exporter Trophy by EEPC
• Tata Motors Pune - CVBU has bagged the "Golden Peacock National Quality
Award"
• Tata Motors is 'Commercial Vehicle Manufacturer of the Year'2006
• Tata Motors receives JRD QV awards for Business Excellence...
• 'Car Maker of the Year'2005 Award for Tata Motors
• Jamshedpur bags National Energy Conservation Award for the fourth consecutive
year.
• Tata Motors wins 'Golden Peacock Award' for Corporate Social Responsibility.
• Tata Indica and Tata Safari EXi win awards...
• Tata Motors Receives "India's Best Employer" Award From The Employees
Provident Fund Organisation
• Tata Motors receives all India trophy for Top Exporters...
• Tata Indigo ad campaign wins Effie award...
• Golden Peacock Environment Management Award – 2003
• Advertising Awards
• Tata Indigo - Most Exciting New Car of the Year - ICICI Bank & Overdrive
Awards – 2003
• Tata Engineering was conferred Bharat Gaurav Puraskar.
• National Award for R&D Efforts.
• Regional Top Exporter's Trophy.
• Best Company Award at Workskills Competition.
• EEPC Award for Tata Engineering.
CHAIRMAN’S CHAMBER
Mr Tata holds a B.Sc. (Architecture) degree with structural engineering from Cornell
University, USA and has completed the Advanced Management Program at Harvard
Business School, USA. He joined the Tata Group in 1962.. In 1991, Mr Tata was
appointed Chairman of Tata Sons Limited, the holding company of the Tata Entities and
currently holds the chairmanships of major Tata companies.
The Government of India honored Mr Tata with its second highest civilian award, the
Padma Vibhushan, in 2008. Earlier, in 2000, he had been awarded the Padma Bhushan.
the Company. One of his achievements include designing and developing an indigenous
Indian car - "Indica" which besides creating a record of sorts, is one of the leading
products in its category in the car market.
"One hundred years from now, I expect the Tatas to be much bigger than it is now. More
importantly, I hope the group comes to be regarded as being the best in India — best in the
manner in which we operate, best in the products we deliver, and best in our value systems
and ethics. Having said that, I hope that a hundred years from now we will spread our
wings far beyond India..."
— Ratan Tata
MANAGEMENT
BOARD OF DIRECTORS
Mr. N A Soonawala
Dr. J J Irani
Mr. R Gopalakrishnan
Mr. S M Palia
Dr. R A Mashelkar
Mr. V K Jairath
Mr. P M Telang
SENIOR MANAGEMENT
Mr. A
Vice President (Corp. Finance - Business Planning)
Gajendragadkar
COMPANY SECRETARY
Mr. H K Sethna
CORPORATE COMMUNICATIONS
The discontinuation of Qualis to launch the Toyota Innova proved advantageous to Tata
Sumo. The Sumo has seen a series of changes in terms of refinement in this decade. It has
been the favourite choice for cab owners, as it is rugged and affordable. The Tata Sumo
has been enjoying its position in the MUV market since 1994. It had stiff competition with
new Sumo Victa has been portrayed as a family lifestyle vehicle, but in fact is a carry over
of the old Sumo, with some cosmetic changes. The Sumo comes in nine Victa variants:-
CX 10/7 Str, DI CX 7/9/10 Str, DI EX 7/9 Str, DI GX 7/9 Str, DI LX 7/9 Str, EX 10/7Str,
GX 7 Str, GX TC 7 Str, and LX 10/7 Str. Tata's latest three variants under the 'Sumo
Grande' category are LX, EX and GX available in 2-seater, 7- seater and 8-seater
configurations. Sumo Grande boasts of a powerful 2.2- direct injection common rail
(DICOR) engine.
Indigo LX Dicor
Tata Indigo LX Dicor on the other hand features manually operated with chrome strip
outer rear view window, black dials with chrome rings & star check as the new pattern for
its console&ACfascia.
Indigo LS Dicor
Tata Indigo LS Dicor features manually operated outer rear view mirror, black dials, &
Benz silver as the new pattern for console & AC fascia. It has no mounted LCD screens.
TATA PRIMA
It is expected that Tata
Motors will launch Tata It is expected that Tata
Prima by the end of this Prima price will fall in the
year 2010 range of Rs 12 to 15 lacs
Chapter-4
Product Profile
PRODUCT PROFILE
Product :-
Mainly the marketing invoves the four type of activities product their
promotion, their distribution and their price.
Thus the product is the bundle of the physical utility.product is the both but
the producer has to manufacture,seller has to sell and customer has to
buy.product is non-living thing.
Product is the soul of the company. Following are the main characteristics of
the product :-
The introduction of the Nano received media attention due to its targeted low price. The
Financial Times reported: "If ever there were a symbol of India’s ambitions to become a
modern nation, it would surely be the Nano, the tiny car with the even tinier price-tag. A
triumph of homegrown engineering, the $2,200 (€1,490, £1,186) Nano encapsulates the
dream of millions of Indians groping for a shot at urban prosperity." The car is expected to
boost the Indian economy, create entrepreneurial-opportunities across India, as well as
expand the Indian car market by 65%. The car was envisioned by Ratan Tata, Chairman of
the Tata Group and Tata Motors, who has described it as an eco-friendly "people's car".
Nano has been greatly appreciated by many sources and the media for its low-cost and
eco-friendly initiatives which include using compressed-air as fuel and an electric-version
(E-Nano). Tata Group is expected to mass-manufacture the Nano, particularly the electric-
version, and, besides selling them in India, to also export them worldwide.
Critics of the car have questioned its safety in India (where reportedly 90,000 people are
killed in road-accidents every year, and have also criticised the pollution that it would
cause. However, Tata Motors has promised that it would definitely release Nano's eco-
friendly models alongside the gasoline-model.
The Nano was originally to have been manufactured at a new factory in Singur, West
Bengal, but increasingly violent protests forced Tata to pull out October2008
Currently, Tata Motors is reportedly manufacturing Nano at its existing Pantnagar
(Uttarakhand) plant and a mother plant has been proposed for Sanand Gujarat. The
company will bank on existing dealer network for Nano initially. The new Nano Plant
could have a capacity of 500,000 units, compared to 300,000 for Singur. Gujarat has also
agreed to match all the incentives offered by West Bengal government.
Can only Dhirubhai Ambani have "ek soch , Ek sapna, "? Has he and his sons have also
taken a patent on vision ... But jokes apart "Tata Nano" was a dream , a promise which
Ratan Tata, chairman of Tata Group had made 5 years earlier but now have fulfilled it to
the utmost.
'A promise is a promise', said Ratan Tata unveiling the 'People's Car' on 9th January at the
Auto Expo in New Delhi.
Speaking at the unveiling ceremony at Mr. Ratan N. Tata said, “I observed families riding
on two-wheelers – the father driving the scooter, his young kid standing in front of him,
his wife seated behind him holding a little baby. It led me to wonder whether one could
conceive of a safe, affordable, all-weather form of transport for such a family. Tata
Motors’ engineers and designers gave their all for about four years to realise this goal.
Today, we indeed have a People’s Car, which is affordable and yet built to meet safety
requirements and emission norms, to be fuel efficient and low on emissions. We are happy
to present the People’s Car to India and we hope it brings the joy, pride and utility of
owning a car to many families who need personal mobility.”
But Ratan Tata has undoubtdly made India proud and himself both richer and proud by
inventing the "Tata Nano" popularly known as "Lakhtakia" He has no doubt given
common man an uncommon new year gift.
INTRODUCTION
Tata Nano is a rear-engined, four-passenger city car built by Tata Motors, aimed primarily
at the Indian market. The car has a fuel efficiency of around 26 kilometres per litre on the
highway and around 22 kilometres per litre in the city. It debuted at the 9th annual Auto
Expo on January 10, 2008, at Pragati Maidan in New Delhi, India. The Nano had its
commercial launch on March 23, 2009 and a booking period from April 9 to April 25,
generating more than 200,000 bookings for the car. The cars started to be delivered to
customers after July 17 2009, with a starting price of Rs 100,000, which is approximately
equal to US$2,160 as of December 2009 This is cheaper than the Maruti 800, its main
competitor and next cheapest Indian car priced at Rs 184,641 ($3,988 U.S.). Tata had
sought to produce the least expensive production car in the world — aiming for a starting
price of Rs 100,000 (approximately US$2,000 as of June 2009
"Nano" means "small" in Gujarati, the language of the founders of the Tata Group. "Nano"
from the SI prefix for one-billionth is derived from the Greek νᾶνος, meaning dwarf, and
is sometimes used to mean "small" in colloquial English
DESIGN
Ratan Tata, the Chairman of Tata Motors, began development of the world's cheapest
production car in 2003, inspired by the number of Indian families with two-wheeled rather
than four-wheeled vehicles. The Nano's development has been tempered by the company's
success in producing the low cost 4 wheeled Ace truck in May 2005.
Contrary to speculation that the car might be a simple four-wheeled auto rickshaw, The
Times of India reported the vehicle is "a properly designed and built car". The Chairman is
reported to have said, "It is not a car with plastic curtains or no roof — it's a real car."
To achieve its design goals, Tata refined the manufacturing process, emphasized
innovation and sought new design approaches from suppliers. The man behind the design
and engineering team is Girish Wagh. The car was designed at Italy's Institute of
Development in Automotive Engineering — with Ratan Tata requesting certain changes,
such as the elimination of one of two windscreen wipers. Many components of the Nano
are made in Germany by Bosch, such as fuel injection, brake system, Value Motronic
ECU, ABS and other technologies.
MODEL VERSIONS OF TATA NANO
The Tata Nano offers an incredibly spacious passenger compartment which can
comfortably seat four adults. With a length of just 3.1 metres, width of 1.5 metres and
height of 1.6 metres, the Tata Nano has the smallest exterior footprint for a car in India but
is 21% more spacious than the smallest car available today. A high seating position makes
ingress and egress easy. Its small size coupled with a turning radius of just 4 metres,
makes it extremely manoeuvrable in the smallest of parking slots.
The three trim levels and their key features available at launch are:
Tata Nano Standard (BSII* and BSIII*): The standard version, in three colour options,
single-tone seats, and fold-down rear seat;
Tata Nano CX (BSII* and BSIII*): In five colour options, with heating and air-
conditioning (HVAC), two-tone seats, parcel shelf, booster-assisted brakes, fold-down
rear seat with nap rest;
Tata Nano LX: (BSIII*) With the features of CX plus complete fabric seats, central
locking, front power windows, body coloured exteriors in three premium colours, fog
lamps, electronic trip meter, cup holder in front console, mobile charger point, and rear
spoiler. Many of these features are not available on current entry-level small cars in the
country.
TECHNICAL SPECIFICATIONS
DIMENSIONS
Overall Length 3099 mm
Overall Width 1495 mm (& 1620 mm with ORVM)
Overall Height 1652 mm
Wheelbase 2230 mm
Ground clearance 180 mm
Min. Turning 4m
Circle Radius
Seating Capacity 4 persons
Fuel Tank 15 Liters
Capacity
Kerb Weight
Nano 600 kg
Nano CX 615 kg
Nano LX 635 kg
Payload 300 kg
SUSPENSION
Front Independent, Lower Wishbone, McPherson Strut with gas
filled dampers
Rear Independent, Semi Trailing arm with coil spring & gas
filled shock absorbers
BRAKES
EXTERIOR
DETAILS NANO NANO CX NANO LX
Colors Ivory Ivory White, Racing Sunshine Yellow,
White, Red, Summer Blue, Champange Gold,
Racing Red, Champange Gold, Lunar Silver
Summer Lunar Silver
Blue
Body Color - - Yes
Bumpers
Body Color Door - - Yes
Handles
ORVM (Driver Black Black Body Colored
Side)
Front Fog Lamps - - Yes
Rear Fog Lamps - - Yes
Wheel Covers Style-in- Style-in-Steel Wheels Half Wheel Covers
Steel
Wheels
Clear lens Yes Yes Yes
Headlamp &
Taillamp
Tinted Glasses - Yes Yes
Aerokit Airdam Airdam Airdam
Front Wiper & 2 speed 2 speed 2 speed + Intermittent
Washer
Front Windshield Plain Tinted Tinted with Top Blue
Band
Roof Beading - - Yes
Spoiler - - Yes
INTERIOR
DETAILS NANO NANO CX NANO LX
Seat Upholstery Single Tone Dual Tone Vinyl Complete Fabric
Vinyl
Door Trim Single Tone Dual Tone Vinyl Vinyl with Fabric insert
Vinyl
Roof Lining Jute Based Polyester Fabric Polyester Fabric
Rear Parcel Shelf - Yes Yes
A & B Pillar Trims - Yes Yes
Electronic Trip - - Yes
Meter
Instrument Cluster Yes Yes Yes
Illumination
Fuel Gauge Digital Digital Digital
Front Room Lamp Yes Yes Yes
Steering Wheel 2 Spoke 2 Spoke 3 Spoke
STYLISH, COMFORTABLE
The People’s Car, designed with a family in mind, has a roomy passenger compartment
with generous leg space and head room. It can comfortably seat four persons. Four doors
with high seating position make ingress and egress easy.
FUEL-EFFICIENT ENGINE
The People’s Car has a rear-wheel drive, all-aluminium, two-cylinder, 624 cc, 35PS, multi
point fuel injection petrol engine. This is the first time that a two-cylinder gasoline engine
is being used in a car with single balancer shaft. The lean design strategy has helped
minimise weight, which helps maximise performance per unit of energy consumed and
delivers high fuel efficiency. Performance is controlled by a specially designed electronic
engine management system.
The People’s Car’s safety performance exceeds current regulatory requirements. With an
all sheet-metal body, it has a strong passenger compartment, with safety features such as
crumple zones, intrusion-resistant doors, seat belts, strong seats and anchorages, and the
rear tailgate glass bonded to the body. Tubeless tyres further enhance safety.
ENVIRONMENT-FRIENDLY
Racing Red
Summer Blue
Champagne Gold
Lunar Silver
Ivory White
Sunshine Yellow
NANO VS NANO
Mileage, Average And Fuel Economy
Tata Nano is available with three variants and its all three variants are available only with
petrol engine option. Tata Nano is equipped with 0.6L, 624cc petrol engine that produces
35PS power and 48Nm torque. This engine delivers excellent mileage so that Tata Nano
said to be the most fuel efficient car in Indian auto market. It offers mileage around 22
kmpl at urban roads while on highway it gives 26kmpl mileage.
Power
As we already mentioned that all three variants of Tata Nano are powered by 0.6L,
624cc, 2-cylinder, MPFI (Multi Point Fuel Injection) petrol engine with four speed manual
gearbox. It is the first time in Indian auto industry when any car is powered by two
cylinder engine. The 624cc power-plant of Tata Nano produces around 35PS power at
5250rpm and 48Nm of maximum torque at 2500~3500rpm. This small engine produces
enough power to cross the mark of 100kmph with excellent fuel efficiency.
Colors
Tata Nano is available with six vibrant colors that are Racing Red, Champagne Gold,
Summer Blue, Lunar Silver, Ivory White and Sunshine Yellow.
Ivory Summer
Racing Red Lunar Silver Champagne Gold Sunshine Yellow
White Blue
Available with Tata Nano Std and Available with Tata Nano Cx and Available with
Tata Nano Cx variants Tata Nano Lx variants Tata Nano Lx
The 0.6L, 624cc, 2-cylinder, MPFI (Multi Point Fuel Injection) petrol engine of Tata
Nano with four speed manual gearbox delivers sufficient power and torque so that the
acceleration of this car is not so bad. This engine makes Tata Nano able to cross
100kmph mark in 29.7 seconds and it can touch the top speed mark of 106kmph.
Details Nano Nano Maruti Maruti Alto Alto Alto Santro Santro Santro
CX LX 800 Std 800 AC LX Lxi Non-AC GL GLS
Airconditioner - - -
Heater - - -
Front Power - - - - - - - - - -
Windows
Central - - - - - - - -
Locking
Body Colored - - - - - - - -
Bumpers
Handles & - - - - - - - - -
ORVM
Tinted Glasses - - -
Digital Fuel - - - - - - - -
Gauge*
Tubeless - - - - - - - -
Tyres*
* Features available in all three versions of Nano
OVERALL COMPARISON
Plus Front Power Nano LX Feature Not Feature Not Santro GLS
Windows Available Available
Plus Body Colored Nano LX Feature Not Feature Not Santro GLS (Only
Bumper, Door Handle & Available Available Body Colored Bumper)
ORVM
Plus Central Locking Nano LX Feature Not Feature Not Santro GLS
Available Available
Plus Front & Rear Fog Nano LX Feature Not Feature Not Feature Not Available
Lamp Available Available
DIMENSION COMPARISON
ENGINE COMPARISON
PREFERRED FINANCIERS
Tata Motors has entered into agreements with 15 preferred banks for the Tata Nano
booking loan product. The preferred financial institutions are:-
• State Bank of India,
• Tata Motor Finance,
• State Bank of Patiala,
• ICICI Bank,
• State Bank of Travancore,
• State Bank of Mysore,
• State Bank of Hyderabad,
• State Bank of Bikaner and Jaipur,
• State Bank of Indore,
• Axis Bank,
• Punjab National Bank,
• Federal Bank,
• Corporation Bank,
• Indian Bank,
• Central Bank of India
TATA NANO CX
BSII 26 624 1,45,263
TATA NANO CX
BSIII 26 624 1,51,537
TATA NANO
HYBRID LAUNCHED ELECTRIC BATTERY -
SOON
TATA NANO LX
BSIII 26 624 1,77,605
AWARDS
• Tata Nano won the Indian Car of the Year 2010 award at Business Standard
Motoring Awards 2010
• Tata Nano won the 'car of the year' of Bloomberg UTV-Autocar awards
EFFECT ON TECHNOLOGY
“Act as a Catalyst of
technology innovation in the
mixture of business
innovation.
Through competition of more
fuel efficient engine with
upgraded technology
like-“Compressed Air
Engine,Advanced fuel Injection
system,Electrical Enginecars
in pipelines”.
SINGPUR ISSUE
• Tata Motors announced on May 19, 06 that it will be manufacturing Tata Nano
from Singur.
• Protests were started by a few farmers in the area against the acquisition of their
lands by Tata.
• On the 24th day of her strike, Banerjee was given oxygen support and finally
called off her fast after appeals from the then President Abdul Kalam and Prime
Minister Manmohan Singh.
• Ratan Tata accused that the competitors had a role in the controversy.
• The acquisition of land was initially criticised in Feb 2007, but later approved
by the Calcutta High Court (2008).
• As political unrest and rains hampered the construction, Tata Motors delayed
the launch of Nano to Sept 2008.
EXPECTATIONS
“India as well as other European nations, have great
expectations from the Nano and are keenly awaiting it,
especially the electric version of the Nano, making it in all
probability the "world's cheapest electric car" officially on
record. The car itself is expected to boost the Indian Economy
as well as expand the Indian car market by 65%. The Nano,
already in production, has already been listed in the Guinness
Book of World Records as the world's cheapest car.”
POSITION OF TATA NANO
Tata Nano will position itself as the world cheapest car and yet does not compromise the
quality, safety and environment. This positioning will be achieved by leveraging Tata
Nano’s competitive edge: industries experience from the parent company Tata Motor who
has been in vehicles industries (commercial, passengers & utilities) since 1945. Tata
motor has good suppliermanufacturer relationship with more than 100 components
COMPETITORS
Rival car makers including Bajaj Auto, Fiat, General Motors, Ford Motor, Hyundai
and Toyota Motor have all expressed interest in building small cars in India that
are affordable to more middle-class consumers in emerging markets. The bulk of
demand there is for small cars because people are much more sensitive to fuel
prices.
Honda and Toyota are leading the way on so called cleaner gasoline-electric hybrids,
and some environmentalists argue getting prices down on these technologies is
where efforts should be concentrated. Inexpensive and eco-friendly electric-cars
like Tara Tiny (which has an engine producing 4 hp compared to Nano's 33 hp),
Oreva Super (both reportedly even cheaper than Tata Nano) and REVA pose even
more significant danger to Nano. There are also rumors of Maruti Suzuki
introducing a lower priced version of Alto to counter Tata Nano.
• "It's good product but it's still too early to say whether it will overtake the 800 because it
caters to a totally new market segment.”
"Meeting the proper quality standards and safety is not feasible at all in such a model.
Andreas Prinz, Managing Director (Passenger Cars), Volkswagen Group Sales India.
"I think it is a great thing for India because mobility is giving new opportunities. I hope
Tata drives to great success with the Rs one lakh car, but it is not included in our plan.“
Nano Europa
Besides the regular and conventional petrol-variant, the following variants are also
expected:
Diesel
It has reported that the Tata Nano might be made available with a 690cc diesel engine by
September 2010. Tata motors have not confirmed this yet have hinted that a diesel version
will be introduced in the future. "As of now the Diesel variant is not offered. It will be
offered only in Petrol now"
Compressed-air engine
Tata Motors is working with a French firm on using compressed air as an energy source.
The company has tied up with Moteur Development International (MDI) for this purpose.
Tata is also believed to be making an electric version of the Nano, called the E-Nano
which might well turn out to be the "world's cheapest electric car" which is more eco-
friendly and has many enthusiasts and media for its support.It's supposed to be as cheap as
the conventional gasoline version. Tata is making the Nano compliant with export market
regulations and plans to export such a car worldwide, particularly to the UK and the rest of
continental Europe, the US, and According to the Hamburg-based newspaper, Auto Bild,
the E-Nano would be built in cooperation with the Norwegian electric car specialist,
Miljøbil Grenland AS.
Hybrid
Leftlanenews reported that "a hybrid version is also likely, although it is not yet known
whether the electric motor will be paired with a gasoline or diesel version."
Nano Europa
Tata Motors unveiled a version of the Nano mini-car called the Nano Europa at the 2009
Geneva Motor Show. The car will be coming to mainland Europe and the UK and will
have a number of improvements over the standard Nano. The Nano Europa has an
increased wheelbase, a new 3-cylinder engine and improved interiors and exteriors. The
Nano Europa will be more expensive, heavier, and less fuel economical than the standard
Nano with prices said to be around the US$ 6000 mark. The Nano Europa was heavily
modified to meet European safety and emission standards.
Chapter-5
Introduction
To Marketing
INTRODUCTION TO MARKETING
CONCEPT OF MARKET AND MARKETING
MARKET POTENTIAL
In estimating the size of a market for a new product we may have the following steps to be
taken in sequence:
1. Define the market population:
The market is defined by laying down regional limits and by demographic features of
buyers ,example–age,sex,income,occupation,etc.in the the consumer goods market.
2. Etimate of consumption units:
In each market segment we have to count the number of buyers.
Sexual orientation
Family size
Income
Occupation
Education
Religion
Nationality/Race
Language
PSYCHOGRAPHIC VARIABLES
Personality
Life cycle
Value
Attitude
INDIAN AUTO- MARKET FOOT PRINT
MARKET FOCUSES FOR DIFFERENT PRODUCTS
MARKET:- 3 TATA NANO Commonly called as “The Peoples car” The Tata Nano is
the cheapest car of the world.As Mr.Tata also said,addressing the press at the launch of
Nano ,“We have made a promise to made the cheapest car”
Chapter-6
Objectives Of
The
Study
OBJECTIVES OF THE STUDY:-
Main-objective:-
1.To study the Potential of Tata Nano and its market share in jammu region
Sub-objectives:-
1. To find out the number of potential customers of Tata Nano in Jammu and
Udhampur.
3. To find out those problems and bring them in notice to the company.
To find out the Satisfaction level of customers in its maintenance and services provided by
the company
Chapter-7
Research
Methodology
RESEARCH METHODOLOGY
The study is conducted to provide information regarding Potential of Tata Nano and its
market share in Jammu Region.
Analysis and interpretation of data is based on both the pimary data and secondary data.
(a) Primary Data : Primary data is collected through questionnaire and personal
interviews with different persons.
SAMPLE SIZE:
SAMPLING:
→ The Market share consists the sales of 6 months,After the sale of first NANO in Jammu
Region
→ The sale consists the Area of Jammu and udhampur ( COMBINED SALES )
Chapter-8
Data
Interpretation
DATA INTERPRETATION
Following data is manipulated by the response of the questionnaire,
distributed amongst various people.It is the reflection of ideas and
experience,the recommendations and suggestions can be scrutinized
to maneuver the policies into much fruit-bearing policies.
GENDERWISE BI-FURCATION
A MALE 82 %
B FEMALE 18 %
The data which is collected contains a sample of 50 persons,out of which
82 % are Males and 18 % are Females.
AGE GROUP
A 18-25 Yrs 9%
B 25-30 Yrs 22%
C 30-35 Yrs 61%
D Above 35 Yrs 8%
The data which is collected contains a sample of 50 persons,out of which 9%
are age of age group of 18-25 years,22% of 25-30 years,61% are of 30-35
years and remaining 8 % are above 35 years.
OCCUPATION
A Business 21%
B Service 39%
C Student 9%
D Housewife 12%
E Retired 19%
As per the above data collected 21% are businessman, 39% are engaged in
service, 9% are students and Housewifes are 12% and remaining 19% are
retired persons.
MONTHLY INCOME
A Yes 82%
B No 18%
82% of respondents have a vechile whereas remaining 18 % are without any
vechile
A Two-Wheeler 37%
B Four-Wheeler 63%
37% of respondents possesses a two-wheeler whereas remaining 63 % have
four-wheeler.
A Yes 100%
B No 0%
All respondents are 100% aware of Tata Nano
Q: What is the First Thing that comes to your mind,when you think
about NANO ?
A Compact 32%
B Affordable 32%
C Choti si(small) 24%
D Economic 12%
From the survey I have calculated that 32 % of respondents feel that Nano is
compact,32 % feel that it is affordable,24 % feel that Nano is choti si (small)
and 12 % feel that it is economic.
A YES 70 %
B NO 30%
The above data shows that 70 % of respondents Prefer Nano and 30 %of
respondents are not prefer Nano instead of purchasing bike.
Q: Which feature of NANO attracts you more, that inpires you to go for
NANO ?
A PRICE 32%
B DESIGN 29%
C MILEAGE 9%
D INTERIOR SPACE 6%
E ALL OF THE ABOVE 24%
A YES 69%
B NO 31%
69% of respondents think Nano is the peoples car and 31 % of respondents
are think Nano is not a peoples car.
A YES 74%
B NO 26%
Q: If the prices of NANO increases,Would you still purchase it ?
A YES 46%
B NO 54%
The above data shows that if the price of Nano increases 46 % of respondents
are still purchase it and 54 % are not purchase the Nano.
A YES 68%
B NO 32%
From the above data 68% of respondents recommend Nano to their friends
and relatives whereas 32 %are not recommend Nano to their friends and
relatives.
A Offer it to your 12 %
children
B For shopping and 32%
travel
C As a taxi 12%
D To offer as gift 44 %
The above data shows that 12 % of respondents offer Nano to their
children,32 % is use Nano for shopping and travel,12 % are use as a taxi,and
remaining respondents use Nano to offer as a gift.
A YES 28%
B NO 72%
28% of respondents feel that Nano should be used as a taxi,while remaining
respondents feel that Nano should not be used as a taxi.
A YES 32 %
B NO 68%
Q: Can you trust NANO for Safety ?
A YES 56%
B NO 44%
The above data shows that 56 % of respondents trust on Nano for safety
whereas 44 % are not trust on Nano for safety.
Chapter-9
Limitations of
Study
LIMITATIONS OF STUDY
Weakness:-
• No Ac on std model
• Window wind down by hand
• Manual steering
• No air bag
• 624 cc two cylinder engine gives speed of 70 kmph
• Body work made of sheet metal and plastic
• Plastic and adhesive replaces welding
• Less Boot space
• Not fit for hilly terrain
• Poor traction control
• Poor engine cooling & hence overheating
• Small Tyres
• No passenger side mirror
Opportunity
• Low maintenance
• Worldwide appeal
• Cost control
• Parking space
• Created a Niche market
• Diesel & Electric variant
• Recession
• Royalty
• Developing low price engine oil
• Auto Finance
• Create Employment
Threats:-
SUGGESTIONS
1. Tata should increase the production of NANO so that customers don’t have to wait
much for their car, as they feel urgency for NANO.
2. As people believes that NANO is people’s car, and will be affordable by common
men which was a dream earlier for them. So the price should be kept stable in
future with the increase in price of raw material. Otherwise it will be out of their
reach and people believe in Mr. Ratan Tata’s statement of- “Promise is a promise”.
3. Tata should give exchange offer against a two/four wheeler so that those
consumers can be easily converted to NANO users.
4. Safety measures can be enhanced, because people consider it as their prime
concern while purchasing.
5. An option for customization should be available.
CONCLUSIONS
MY OPINION
bike etc.
♠ For a house wife who can buy a car with her own
♠ savings.
ANNEXURE:-
QUESTIONNAIRE
Respected Mam/Sir,
Address____________________________________________________
Q.2:- Sex
Male Female
Q.4:-Occupation
A.Business B.Service
C.Student D.Housewife
E.Retired
A. Yes B. No
A. Yes B. No
Q.8:- What is the first thing that comes to your mind, when you think about
NANO?
......................................................................................................................
........
......................................................................................................................
........
......................................................................................................................
........
a. Yes
b. No
Q.10:- . Which feature of NANO attracts you more, that inspires you to go for
NANO?
a. Price
b. Design
c. Mileage
d. Interior space
e. All of the above
a. Summer Blue
b. Racing Red
c. Ivory White
d. Sunshine Yellow
e. Lunar Silver
f. champagne Gold
a. Yes
b. No
a. Tata NANO
b. Maruti 800
c. Other.........
Q.15:-. If the prices of NANO increases, would you still purchase it?
a. Yes
b. No
Q.16:- . Will you recommend NANO to your friends and relatives?
a. Yes
b. No
Q.19:-. .Will there be traffic problem on the roads with the introduction of NANO?
a. Yes
b. No
a. Yes
b. No
Signature
BIBLIOGRAPHY
BOOKS AND MAGAZINES
BUSINESS MAGAZINES
MARKET SURVEY
WEBSITES:
WWW.GOOGLE.COM
WWW.TATANANO.INSERVICES.TATAMOTORS.COM
WWW.TATAMOTORS.COM
WWW.TATANANO.COM