PROJECT REPORT ON

EFFECTIVENESS OF ADVERTISEMENTS AT TATA MOTORS LTD

-Case study of Tejaswi Motors, Hyderabad

Submitted in partial fulfillment of the requirement

For the award of the degree of
MASTER OF BUSINESS ADMINISTRATION
To the
Department of Management
Kakatiya Institute of Technology and Science, Warangal
By
K.V KAVYA
(M14MBO21)
Under the guidance of
DR. V. NIVEDITA REDDY
ASSOCIATE PROFESSOR
DEPARTMENT OF MANAGEMENT
KAKATIYA INSTITUTE OF TECHNOLOGY AND SCIENCE,
WARANGAL (Affiliated to Kakatiya University)
(2014-2016)

CERTIFICATE

This is to certify that the project report entitled EFFECTIVENESS OF ADVERTISEMENTS

AT TATA MOTORS LTD- A CASE STUDY OF TEJASWI MOTORS HYDERABAD is a
bonafide work done by K.V KAVYA Roll No M14MBO21 under my guidance . This
project report has been submitted for the partial fulfillment for the award of the degree of
MASTER OF BUSINESS ADMINISTRATION.

Project Guide

(Dr.V.Nivedita Reddy)

Head of the Department

(Dr.G.Rathnakar)

DECLARATION

I K.V KAVYA bearing Roll No: M14MB021 hereby declare that the project report
entitled EFFECTIVENESS OF ADVERTISEMENT AT TATA MOTORS- A CASE
STUDY OF TEJASWI MOTORS HYD, is submitted by me for the partial fulfillment for the
award of the degree of Master of Business Administration to the Department of Management,
Kakatiya Institute of Technology and Sciences - Warangal.
I declare that all the relevant information has been collected by me and the results
embodied in the study have not been submitted to any other University or Institute for the award
of any degree.

Place: Warangal
Date:

K.V KAVYA
Roll No: M14MB021

ACKNOWLEDGEMENT

I express my deep sense of gratitude to my project guide Dr.V.NIVEDITA REDDY,

MBA, Ph.D, Asst Professor Kakatiya institute of technology & science, Warangal for her
effective guidance and valuable suggestions throughout this period for the project work.
I also express my sincere thanks to Dr.Rathnakar Gatla, MBA, M.COM, Ph.D, UGCNET, APSET, HEAD OF THE DEPARTMENT, Kakatiya institute of technology & science,
Warangal, for his encouragement given during the project work.
I take immense pleasure in thanking Dr. K.Guru Raj, Principal, Kakatiya institute of
technology & science, Warangal, for providing us with the facilities required to complete this
project report.
My utmost thanks also goes to all the Faculty members of department of
MANAGEMENT for their co-operation and help in carrying out this project.
Finally, I convey my thanks to one and all who contributed to my work directly or
indirectly.

COMPANY ?
K.V KAVYA
(M14MB021)

CONTENTS

Chapter I
Introduction

Page No.
1-9

Need of the study

Scope of the study
Objectives of the study
Research Methodology
Time Period
Limitations of the study
Chapter II
Company Profile

10-30

Product Profile
Machinery
Chapter III

31-34

Review of literature
Chapter IV

35-46

Data Analysis and Interpretation

Chapter V
Conclusion and suggestions
APPENDIX
Questionnaire

47-50

 Bibliography

CHAPTER I
INTRODUCTION

INTRODUCTION
In this present scenario the usage of vehicles particularly in four-wheeler on roads by
the people are increasing day by day. For the past four years the four-wheeler industry had seen a
tremendous growth in Indian market, this indicates its increasing usage. The study is to promote
sales through advertisement and to reduce the competition through effective advertisement.
The study helps to know about the customers of TATA Motors Ltd. and the marketing
technique adopted and its reach towards customers. This also helps to understand the expectation
of customers of TATA Motors Ltd.
Starting from the era when there was too slim of a variety of cars available in Indian
market, Indian automobile industry has come up a long way to have a diverse array of cars these
days. There are a number of top automobile companies running their operations in India, which
again have a range of models in different segments of cars. During its early days, the most of the
Indian car auto manufacturers banked upon foreign technologies. But the scenario has changed
over the years and currently, the Indian manufacturers are using their own technology. Due to the
growing pace of Indian automobile market, a number of car manufacturers including the global
leaders have locked their horns in the Indian market
Advertising effectiveness can be defined as the extent to which advertising generates a
certain desired effect. Measuring the effects of advertising is very important, given the amount
of investments needed for advertising. While it is not possible to obtain a global measure of the
advertising effectiveness, we should seek to develop and apply methods and measures for a
partial verification of results. Regarding the difficulty of measuring the overall effectiveness, we
believe that it is due essentially to the following considerations:

advertising interacts with other business variables (behavior, marketing policies, financial
decisions etc.) and environmental variables (competition, economic conjuncture etc.),
hardly isolable;

the effects of advertising are varied and not always translatable into quantitative terms;

advertising causes long-term effects, not always, therefore, the results occur in the same
period in which are the costs.

There are two opposite sociological perspectives to the advertising function in

contemporary society. The first maintains a positive approach to advertising. It is believed that
the role advertising is to better organize economic and social relations, to harmonize social
behaviours, to make people adhere to common values and to help them to better live together
without problems. The second approach is, by contrast, rather critic, because advertising tends to
generate a mass consumption. In order to adapt messages to a wider audience, introduces new,
poorly differentiated, symbolic values (Friedman, 1979).
The semiotic analysis focuses in the first instance, on symbols. These are identified as
anything that conveys meaning, e.g., words, gestures, images, and dance. Semiotics studies the
problem of encoding, and more generally of the code used. The object of investigation is the
message itself containing different signs that can be interpreted according to a re-established
intention, without reference to the consumer and the influence on the consumer behaviour. This
approach is useful especially in the context of advertising creation. Authors assess the
effectiveness of advertising in reference either to the language of the message (Barthes, 1964;
Durand, 1964) or the graphic image of the message (Eco, 1979; Mick, 1986; Scott, 1994).
However, they analyze the quality of message from the viewpoint of its construction, its
presentation and the place of the communication process. The impact of the message on the
recipient is a minor problem in the process of the message evaluation. This is an important
limitation to the semiotic approach in terms of marketing.
NEED OF STUDY
Need to doing the study on advertising effectiveness is whether the advertising campaign was
successful or not, the awareness level of products, the advertising campaign increased
the customer base or not and which media carry the advertisement successfully.

OBJECTIVES OF THE STUDY

1.
2.
3.
4.
5.
6.

To study the effectiveness of advertisement of Tata Motors Ltd

To identify the media for the effective advertisement.
To find the factors that improves the sales.
To hold on customers on a long run.
To know the level of satisfaction about the advertisements offered by TATA.
To know what position does the Advertisements has in the minds of customers.

RESEARCH METHODOLOGY
RESEARCH DESIGN:
The survey has been conducted to understand the advertisement effectiveness of Tejaswi Motors.
DATA COLLECTION
For this study the information has been gathered from following sources.

Primary Data

Secondary Data

PRIMARY DATA
Primary data is collected personally interviewing the respondents through experience,
observation and survey methods.
SECONDARY DATA
Secondary data is collected from Tejaswi Motors website and TATA Motors website.
Sample size: 60
Tools used: Bar graphs, tables and percentages.

LIMITATIONS OF THE STUDY

1. As the survey was restricted to Hyderabad city, this cannot be stated as in depth study on
this subject.
2. Enough care is taken in formulating the questionnaire; still some errors may creep in.
3. The data collected for the study was restricted to 45 days only.
4. The sample size chosen is covered only a small portion of the customers.
5. Accuracy of the study is purely based on the information as given by the respondents.

CHAPTER II
COMPANY PROFILE

CHAPTER II
COMPANY PROFILE

About Butta Group:

The Butta Group is an INR 600 Crore (USD 130 million) diversified business enterprise
comprising of verticals like education, hospitality, automotive, retail, infrastructure and healthcare.
Founded in 1985, the Butta Groups growth was inspired by a determination to succeed by hard
work and a desire and conviction to provide the best value to all its stake holders, customers,
partners, employees and society. Each of the Butta Group verticals is managed by professionals of
impeccable achievements who strive to adhere to the groups common goals.
Going forward the Butta Group has Pan India and Global aspirations. Known for
dependability and trust in every business vertical, the Butta group has clearly defined goals and
the vision, intent, capability & intellectual capital to achieve them.

Vision & Mission:

Spirit of LIMITLESS enterprise
Limitless is an active state of mind, which recognizes no barrier, chooses constant
movement over status quo, learns from the past, respects the present and welcomes the future
with a positive curiosity to constantly explore. The Limitless spirit has the power to take on
every challenge and convert adversity into opportunity.

MISSION:
At Butta Group it is our endeavor to attain a seamless harmony between enterprise value,
human value and social value. We will strive to achieve leadership position in our businesses
through trust and dependability of our customers. We respect human values and the power of
human enterprise and offer the best opportunity to bring out that enterprise. We are guided by our
values and conduct ourselves in a manner that will be useful to society.

The Core Management Team

B.S. Neelkanta, Managing Director:

Chairman & Managing Director of Butta Group, MrNeelakanta is a dynamic, aggressive
and passionate individual who not only sets his goals high but also looks at the positive side of
setbacks when faced with them. A person with long term and strategic goals, MrNeelakanta
encourages people around him and brings out the best in them. He dared to dream, and is fast

shaping that into reality. From humble beginnings to a current annual turnover of INR 600 crores
(USD 130 million), the group is well on its way to much more significant achievements, under
his astute leadership.

B. Renuka,Director:
Director of Butta Group, Mrs.Renuka is not the woman behind the success of Mr.
Neelakanta, but the woman who walks beside him to success. Mrs. RenukaNeelakanta is a
person of very refined taste who adds sophistication in every step of implementation of the
vision of the group. A very meticulous person, she brings practical learning into everyday
business.

N. Madana Mohan Reddy, Group Advisor:

A Post Graduate in Management with specialization in finance, Madana Mohan Reddy
brings over 25 years of experience in the banking sector. He has varied and rich experience in
General Management having held senior leadership positions. As advisor to the group corporate
services he provides strategic guidance to Institution building, Corporate Relations &Legal
Functions, Finance Procurement and Human Resources.
1) Education:
Meridian Schools, run by the Butta Group is a renowned & well-known brand of schools
in Hyderabad. We currently have 4 branches at key locations in Hyderabad. Meridian School,
Banjara Hills has been founded in the year 1995, the Madhapur Branch, in June 2006, and
Meridian Kukatpally in June 2008.Meridian School for Boys and Girls has completed 15 years in
the field of education and has recreated the beauty and enchantment of learning.

2) Hospitality:
Hotel Urvasi

A fine dining restaurant was started in the year 1985 which has become a popular place in
the prime area of Punjagutta, Hyderabad. A boutique hotel with 65 rooms was built in the year
1992 and two restaurants were added to it.
YatriNivas
Amogh Hotels Ltd has acquired YatriNivas in 1995 and managing the same under Joint
Management Contract from Andhra Pradesh Tourism Development Corporation. The Hotel
spread over an acre has 32 rooms and four restaurants with best of the facilities and cuisine. The
lease has just been renewed for a further period of 33 years and it is proposed to develop this
property into a 100 room star category hotel.

Boutique Hotel at Banjara Hills

A boutique hotel with 32 luxury rooms with a coffee shop and Banquet Hall is a recent
addition at Road No.12, Banjara Hills, and Hyderabad.
The company employs around 500 skilled and semi-skilled employees and the annual turnover in
the hospitality business is around Rs.30.00 crores
3) Retail:
Tanishq - A Tata Enterprise
TejaswiJewellers Pvt. Ltd one of the group companies that has brought the first Tanishq,
A Tata enterprise to Hyderabad through a rigorous screening process. Today the group is
privileged to have been chosen by M/s Titan Industries Ltd., to manage three showrooms in
Hyderabad at Punjagutta, Secunderabad and Kukatpalli, a rare privilege in the entire country.

Time in Style
The Group is the first to have started an exclusive showroom for international branded
Watches such as Omega, Rado, Longiness, Corum, Tag Heuer and other internationally wellknown brands.
Swarvoski
This group company is the sole franchisee for Swarvoski Crystals &Jewellery which are
world famous and caters to High Networth Individuals.
Titan Eye Plus
The group is one among the few to have been initially chosen as a franchisee by M/s
Titan Industries Ltd., for their new venture Titan Eye+ for managing the show room at
Hyderabad and now is managing three showrooms at Punjagutta, A.S.Rao Nagar and
Vidyanagard.
4) Automotive:
We represent 3 different brands in 4 wheelers and 2 wheelers Tata, Fiat & Honda 2
wheelers. Each brand is run as an independent profit center. We cover the entire geography of
Hyderabad with 9 different outlets including 3 new outlets and 1 more underway.
We are the first entity in India to be appointed for a flagship Fiat exclusive outlet.
Dealership from Honda Motorcycles & Scooters Ltd:
The Group has floated Prathul Automobiles Private Limited in the year 2003 and had
got franchisee from Honda Motorcycle and Scooter (I) Limited for sale of Honda Scooters and
motor cycles. The Company has setup its main Showroom in business hub of twin cities, at Raj
Bhavan Road, Somajiguda, Hyderabad and having Branches at Madhapur, Erragadda and
Yousufguda areas, The Company is one of the top ten dealers in motor cycle sales out of 260
dealers in India.
The turnover of the company is around 75 crores.

Dealership from Fiat Automobiles Pvt Ltd.:

The group has been chosen as a dealer for FIAT Cars and the same became operational
during last year in the name and style of M/s Butta Automotive Private Limited. The show room
and the service center have been set up with the latest equipment and is one of the top class
facilities in the city.
The company has subsequently opened new show rooms at Jubilee Hills and workshop at Jubilee
Hills Road No. 45.
The group is presently engaged in the above core areas of business and is alert in seizing
the opportunities offered by the market and has devised necessary strategies to move forward in
the core areas of Hospitality including tourism related projects, Retail, Automobile and
Education.
The group companies and the promoter directors are holding personal assets of value of
Rs.400.00 crores.
Mr.Pratul is now intending to venture into separate businesses which he would like to
exclusively focus on and manage them independently of his family. He is looking for
opportunities and is fully equipped to make it a reality.

Dealership from Tata Motors Ltd.:

The group has been chosen as a dealer for Tata Motors and the same became operational
during last year in the name and style of M/s Tejaswi Motors Private Limited. The show room
and the service center have been set up with the latest equipment and is one of the top class
facilities in the city.
The turnover of the company is 125 crores.

Four Wheeler

Two Wheeler

Vehicle Price List of Tejaswi Motors Private Limited

S.No

Vehicles

Price(rs)

NANO

2,95000

INDICA

5,31000

INDICAEV2

5,63000

VISTA TAXI

6,15000

VISTA
5

PERSONAL

6,05000

INDIGO6

PERSONAL

6,42000

INDIGO- TAXI 6,53000

MANZA

7,34000

SAFARI9

STORME

13,17971

Motors

10

SUMO

6,23000

Limited (formerly TELC

11

ARIA

10,42000

Tata
Engineering
an

Indian multi

and
nationalautomotive manufacturing

O,

short

for Tata

Locomotive Company) is
company

headquartered

in Mumbai,

Maharashtra, India and a subsidiary of the Tata Group. Its products include passenger cars,
trucks, vans, coaches, buses, construction equipment and military vehicles. It is the world's 17thlargest motor vehicle manufacturing company, fourth-largest truck manufacturer, and secondlargest bus manufacturer by volume.[3]

Tata

Motors

has

auto

manufacturing

and

assembly

plants

in Jamshedpur, Pantnagar, Lucknow, Sanand, Dharwad, and Pune in India, as well as in

Argentina, South Africa, Thailand, and the United Kingdom. It has research and development
centres in Pune, Jamshedpur, Lucknow, and Dharwad, India,chintalapudi and in South Korea,
Spain, and the United Kingdom. Tata Motors' principal subsidiaries include the British premium
car maker Jaguar Land Rover (the maker of Jaguar, Land Rover, and Range Rover cars) and the
South Korean commercial vehicle manufactuer Tata Daewoo. Tata Motors has a busmanufacturing joint venture withMarcopolo S.A. (Tata Marcopolo), a construction-equipment
manufacturing joint venture with Hitachi (Tata Hitachi Construction Machinery), and a joint
venture with Fiat which manufactures automotive components and Fiat and Tata branded
vehicles.
Founded in 1945 as a manufacturer of locomotives, the company manufactured its first
commercial vehicle in 1954 in a collaboration with Daimler-Benz AG, which ended in 1969.
Tata Motors entered the passenger vehicle market in 1991 with the launch of the Tata Sierra,
becoming the first Indian manufacturer to achieve the capability of developing a competitive
indigenous automobile.[4] In 1998, Tata launched the first fully indigenous Indian passenger car,
the Indica, and in 2008 launched the Tata Nano, the world's cheapest car. Tata Motors acquired
the South Korean truck manufacturer Daewoo Commercial Vehicles Company in 2004 and
purchased Jaguar Land Rover from Ford in 2008.
Tata Motors is listed on the Bombay Stock Exchange, where it is a constituent of the BSE
SENSEX index, the National Stock Exchange of India, and the New York Stock Exchange. Tata
Motors is ranked 287th in the 2014 Fortune Global 500 ranking of the world's biggest
corporations.
HISTORY OF TATA MOTORS
Tata entered the commercial vehicle sector in 1954 after forming a joint venture
with Daimler-Benz of Germany. 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. Tata subsequently launched the Tata Estate (1992; a station wagon design
based on the earlier 'TataMobile' (1989), a light commercial vehicle), the Tata Sumo (1994;
LCV) and the Tata Safari (1998; India's first sports utility vehicle).

Tata launched the Indica in 1998, the first fully indigenous Indian passenger car.
Although initially criticized by auto analysts, its excellent fuel economy, powerful engine, and an
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. Tata Motors also successfully
exported large numbers of the car to South Africa. The success of the Indica played a key role in
the growth of Tata Motors.
In 2004, Tata Motors acquired Daewoo's South Korea-based truck manufacturing unit,
Daewoo Commercial Vehicles Company, later renamed Tata Daewoo.
On 27 September 2004, Tata Motors rang the opening bell at the New York Stock Exchange to
mark the listing of Tata Motors.
In 2005, Tata Motors acquired a 21% controlling stake in the Spanish bus and coach
manufacturer Hispano Carrocera. Tata Motors continued its market area expansion through the
introduction of new products such as buses (Starbus and Globus, jointly developed with
subsidiary Hispano Carrocera) and trucks (Novus, jointly developed with subsidiary Tata
Daewoo).
In 2006, Tata formed a joint venture with the Brazil-based Marcopolo, Tata Marcopolo
Bus, to manufacture fully built buses and coaches.
In 2008, Tata Motors acquired the British car maker Jaguar Land Rover, manufacturer of the
Jaguar, Land Rover, and Daimler luxury car brands, from Ford Motor Company.
In May 2009, Tata unveiled the Tata World Truck range jointly developed with Tata
Daewoo the range went on sale in South Korea, South Africa, the SAARC countries, and the
Middle East at the end of 2009.
Tata acquired full ownership of Hispano Carrocera in 2009.
In 2009, its Lucknow plant was awarded the "Best of All" Rajiv Gandhi National Quality
Award.
In 2010, Tata Motors acquired an 80% stake in the Italian design and engineering
company Trilix for 1.85 million. The acquisition formed part of the company's plan to enhance
its styling and design capabilities.

In 2012, Tata Motors announced it would invest around 6 billion in the development of
Futuristic Infantry Combat Vehicles in collaboration with DRDO.
In 2013, Tata Motors announced it will sell in India, the first vehicle in the world to run
on compressed air (engines designed by the French company MDI) and dubbed "Mini CAT".
In 2014, Tata Motors introduced first Truck Racing championship in India "T1 Prima
Truck Racing Championship".
On 26 January 2014, the Managing Director Karl Slym was found dead. He fell from the
22nd floor to the fourth floor of the Shangri-La Hotel in Bangkok, where he was to attend a
meeting of Tata Motors Thailand.

INDUSTRY PROFILE
Tata Motors Limited is India's largest automobile company, with consolidated revenues
of INR 2, 62,796 crores (USD 42.04 billion) in 2014-15. It is the leader in commercial vehicles
in each segment, and among the top in passenger vehicles with winning products in the compact,
midsize car and utility vehicle segments.
The Tata Motors Group's over 60,000 employees are guided by the mission "to be
passionate in anticipating and providing the best vehicles and experiences that excite our
customers globally."
Established in 1945, Tata Motors' presence cuts across the length and breadth of India.
Over 8 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 6,600 touch points, across the world.
Tata Motors, also listed in the New York Stock Exchange (September 2004), has emerged
as an international automobile company. Through subsidiaries and associate companies, Tata

Motors has operations in the UK, South Korea, Thailand, South Africa and Indonesia. Among
them is Jaguar Land Rover, 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 2006, Tata Motors
formed a 51:49 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 - the plant is located
in Dharwad. 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, and entered the market in 2008. Tata Motors (SA) (Proprietary) Ltd., Tata Motors'
joint venture with Tata Africa Holding (Pty) Ltd. set up in 2011, has an assembly plant in
Rosslyn, north of Pretoria. The plant can assemble, semi knocked down (SKD) kits, light,
medium and heavy commercial vehicles ranging from 4 tonnes to 50 tonnes.
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, South
America, Australia, CIS and Russia. It has franchisee/joint venture assembly operations in
Bangladesh, Ukraine, and Senegal.
The foundation of the company's growth over the last 70 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, scientists and technicians 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, Italy, Spain, and the UK.
It was Tata Motors, which launched the first indigenously developed Light Commercial
Vehicle in 1986. In 2005, Tata Motors created a new segment by launching the Tata Ace, India's
first indigenously developed mini-truck. In 2009, the company launched its globally
benchmarked Prima range of trucks and in 2012 the Ultra range of international standard light
commercial vehicles. 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.
Making strides in the Commercial Vehicle Business, in March 2014, Tata Motors also
took the lead to bring a world renowned motorsport to India, with the T1 Prima Truck Racing
Championship. This unique initiative witnessed over 45,000 spectators in 2015 at the Buddh
International Circuit. This will be an annual property, edged on motorsport calendars globally
and Tata Motors continues to promote its flagship brand, Prima, through this initiative.
Tata Motors also introduced India's first Sports Utility Vehicle in 1991 and, in 1998, the
Tata Indica, and Indias first fully indigenous passenger car.
In January 2008, Tata Motors unveiled the world famous, the Tata Nano and subsequently
launched, as planned, in India in March 2009, since its inception, it was developed to meet the
needs of an attractive and affordable entry level car. The Nano has evolved over time, with the
needs of its customers, to become a feature-rich compact hatchback. The Company has
introduced the new generation range called the GenX Nano in May 2015.
In July 2014, Tata Motors expanded its footprint in the petrol market, with the launch of
its indigenously developed and globally benchmarked Revotron 1.2T engine, India's First 1.2
Litre MPFi Turbocharged Petrol Engine and the first from the new generation Revotron engine
series.
This was followed by the launch of Tata Zest in August 2014, a stylish compact sedan
which comes with new design language, best-in-class performance with unparalleled driving
pleasure. Bringing its Horizonext strategy at play, the Company introduced its sporty, premium
hatchback, Tata Bolt in January 2015. The Zest and Bolt have largely led the recovery for the
passenger vehicle business and continue to receive good response from customers.
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, automotive vehicle components manufacturing and supply chain activities, vehicle
financing, and machine tools and factory automation solutions.
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
focused on youth and women. They range from schools to technical education institutes to actual
facilitation of income generation. In health, the company's intervention is in both preventive and
curative health care. 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 vehicles and operations for constantly enhancing environment care.

VEHICLE SALES AND MARKET SHARES

The Tata Motors Group sales for the year stood at 10, 20,546 vehicles, lower by 14.4% as
compared to FY 2012-13. Global sales of all Commercial Vehicles were 432,600 vehicles, while
sales of Passenger Vehicles were at 587,946 vehicles.
TATA MOTORS

Tata Motors recorded sales of 569,677 vehicles, a decline of 30.2% over FY 2012-13.
Industry decline during the year was at 9.3%, resulting in the Company's market share
decreasing to 16.6% in the Indian automotive industry from 22.1% in the previous year. The
Company exported 49,922 vehicles, lower by 2.0%, as compared to FY 2012-13.
Commercial Vehicles

Within the domestic market, the Company sold 3,77,909 Commercial Vehicles (CV) , a
decline of 29.5% from FY 2012-13. This represented a market leadership share of 54.1% in the
domestic CV market which was mainly supported by consolidation in M&HCV segment.
Some of the highlights for the year were:

While the overall industry of M&HCV sales declined, the Company was able to improve
market share by 1.6% to stand at 54.9%. A series of products were launched in this
segment to augment the portfolio of product offerings and increase market share. These
included the Prima LX series of trucks a perfect combination of economy and
technology - 2523T, 3123T, 4028S (Single reduction and Hub reduction) and
4928S(Single reduction and Hub reduction), 4923.S LX, Prima 4938 Tractor, 3138K
Tipper, LPT 3723 - India's first 5 axle truck and LPK 3118, and Prima LX series of
Tippers - 2523K, 3123K, 2528K and 3128K.

Other activities to stimulate market sentiments included the pioneering T1 Prima Truck
Racing Championship event as well as the successful value added services, power of
fivecampaign for trucks focusing on 1) Better KMPL, 2) Best Vehicle Uptime, 3)
Highest Resale Value, 4) Best in class four year warranty, and 5) Lowest maintenance
cost and five powerful offerings a) Triple benefit insurance, b) Increased Oil change
interval, c) four Year AMC, d) Tata Alert, and e) Fleetman.

The bus segment also witnessed reversal in market share through intensive sales efforts
coupled with launch of buses with mechanical Fuel Injection Pump (FIP), introduction
of Starbus Ultra in Stage carriage, marketing initiatives such as 'Humare Bus Ki Baat
Hain' and 'Dream it to win it' program. The warranty for M&HCV buses and trucks
were increased to three years and four years respectively, symbolizing improvement in
quality. The 'Tata Alert' service, to return a vehicle back on road within 48 hours, has
been expanded across all national highways.

The LCV segment, which registered good growth last year, did not continue its run this
year. More specifically a decline in SCV segment due to vehicle financing constraints
was a major problem. Fund availability is the most critical element for SCV segment. The

high default rates in CV loans coupled with early delinquencies have instigated financiers
to tighten lending norms, reduce the (LTV) ratio with focus on collections impacted the
SCV Cargo and SCV Passenger segments quite sharply. Some of launches this year
included the Ace and Magic DICOR and facelifts.
Passenger Vehicles
The domestic passenger car industry was affected mainly by weak sentiments, high cost
of ownership, high interest rates, fuel prices and reduction in discretionary spends. Overall
growth in the domestic passenger vehicle industry was negative by 4.7% in FY 2013-14. During
the year, the Company's Passenger Vehicles sales were lower by 38.1% at 141,846 vehicles,
registering a 5.8% market share. However, the premium and luxury segment of the Company
grew by 73.3% compared to last year. The Company sold 1,09,279 cars and 32,567 utility
vehicles and vans, lower by 39.5% and 33.3% respectively, over the previous year. The
Company's sales in the mid-size segment suffered as competitive activity intensified with
multiple new launches in this segment. The Company has taken various initiatives to improve its
performances such as product refreshes/launch programmes, operational efficiency, dealer
effectiveness, working capital management and restructuring customer facing functions. The
Company sold 2,805 vehicles of Jaguar Land Rover brands during FY 2013-14, a growth of
12.5%. This performance was driven by Jaguar XF sales that grew by 119% in FY 2013-14. The
estimated market share increased from 9% to 10% in FY 2013-14. The JLR dealer network in
India grew from 18 to 21 outlets by addition of 3 3S facilities, besides setting up 2 2S
Workshops, and 11 Used Car Outlets.
Some of the highlights of this year's performance were:

Unveiled the Horizonext Strategy in the Delhi Expo.

Announced the launch of the all new Bolt Hatchback and Zest Sedan in the second half
of the next fiscal.

Launched the refreshed Sumo Gold with improved clutch and performance and new
enhanced versions of Tata Indigo e-CS, Tata Nano and Tata Indica.

Launched the Nano Twist with power steering.

Launched the E-max range of CNG and petrol bi-fuel systems. - Tata Indica CNG, Tata
Indigo CNG and Tata Nano CNG.

Launched new Safari Storme Explorer edition.

Showcased the Nexon compact UV and Connected car concept at the Delhi Expo.

The above launches of the Nano Twist, E-max, Sumo Gold refresh and unveiling of the
Bolt, Zest and Connected Car concept were in-line with the Company's objective of
taking the brand to a higher level, while making it relevant for the younger buyer. The
Company continued to focus on building brand strengths, refreshing products and
enhancing sales and service experience. The Company expanded it's new look, stylish,
tech savvy best in class flagship Passenger Vehicle showrooms, for superior customer
experience.

More than 10 major Jaguar and Land Rover product actions in India including major
launches of Jaguar F-TYPE and the all-new Range Rover Sport. Land Rover
Experience (Dynamic Drive Off-road Experiences), launch of 1st ever Land Rover
Expedition andafter-sales customer engagement initiatives were carried out by setting
up Service Clinics in various cities.

Exports
For Tata Motors, traditionally strong markets in South Asia such as Bangladesh and Sri
Lanka were affected by internal conflict, political unrest and regulatory changes, especially in
first half of FY 2013-14. While sales partially rebounded in second half of FY 2013-14 in
Bangladesh and Nepal as a net result, export sales of the Company de-grew by 2% to 49,922
vehicles comprising 43,083 units of CVs and 6,839 units of PVs. With a view to expand its
International Business, the Company has entered new markets like Australia and Indonesia and
has also prepared to enter Malaysia and Philippines in early FY 2014-15. The Company

introduced a host of new products on existing and new platforms in existing and new markets
and showcased its vehicles in major auto shows in strategically important markets.
The Company continued to outperform competition in terms of exports of Commercial
Vehicles and enjoyed a total CV exports share of 57% in FY 2013-14. Shipments for M & HCV
Trucks grew by 34% in FY 2013-14 contributing significantly to the top line and the bottom line
of the company. The shipments of SAARC countries and RHD African countries including South
Africa, Kenya, Tanzania, Mozambique and Zambia grew by 6% and 12% respectively. The
opening of new markets in Australia and Indonesia made up for some of the shortfall in the
Middle East and LHD Africa countries.
The Company exported 6,839 Passenger Vehicles. Indica grew (+29%), Indigo grew (+70%) led
by Bangladesh, Safari Storme had a strong debut with 115% growth and Sumo showed steady
performance (+2.2%) and was the best-selling vehicle name-plate in Nepal. Tata Passenger
vehicles debuted in Philippines and Brunei and also witnessed regular orders from Indonesia.
The Company was awarded the EEPC 'Star Performer Award' for outstanding
contribution in Engineering Exports in the Motor Vehicle Large Enterprise category. Members
attention is also drawn on various export initiatives under 'Foreign Exchange Earnings and
Outgo'in the Annexure.
JAGUAR LAND ROVER
Jaguar Land Rover (JLR) had a successful year of continued growth in all markets with
overall volumes up by 16%, reflecting continued product successes including the launch of the
new Range Rover Sport and Jaguar F-TYPE and a full year of sales of the new Range
Rover. More established models have also been performing well, in particular derivatives such
as the XF Sportbrake and all-wheel drive and smaller engine options across the range. Retail
volumes have grown across all markets, led by China up by 34% from last year to record retail
sales of 103,077; North America and Asia Pacific regions also performed strongly, up by 20%
and 28% to 75,671 and 22,795 respectively; UK and Europe, partly reflecting the economic
headwinds, showed more modest growth, up by 6% and 2% to 76,721 and 82,854 units
respectively. Wholesale volumes for FY 2013-14 were 429,861 units, an increase of 16% on FY

2012-13. At a brand level, wholesale volumes were 79,307 units for Jaguar and 350,554 units for
Land Rover, reflecting growth of 37% and 11.6% respectively.
Some of the highlights of this year's performance were:

Launch of the all new aluminum Range Rover Sport in March 2013, with a worldwide
roll out in the first half of FY 2013-14.

Continued growth of the expanded Jaguar XF range with all wheel drive Version, new
Sportbrake and smaller and more fuel efficient engine options for the XF and XJ,
launch of the new Jaguar F-TYPE.

The F-TYPE went on sale to retail customers from April 2013 onwards and since then
has received numerous awards and appreciation by the auto media. In November 2013,
Jaguar unveiled the F-TYPE Coup which went on sale in April 2014. In 2013, the FTYPE won Germany's most prestigious automotive award, the Golden Steering Wheel
and the "World Car Design of the Year" award, as well as the "Convertible of the Year"
award from Top Gear.

At the Frankfurt Motor Show in September 2013, Jaguar revealed its first ever crossover
concept vehicle, the Jaguar C X17, based on a new modular scalable advanced
aluminum architecture, which will allow Jaguar to grow its product portfolio and target
high growth areas of the premium market, beginning with a new mid-sized sedan in 2015.
It later announced that the new mid-sized sedan will be named "Jaguar XE" at the
Geneva Auto show in March 2014 and this will be launched in early 2015.

The new "Discovery Vision" Concept car was unveiled at New York International Auto
Show in April 2014. Land Rover Discovery Sport (Freelander replacement) was
announced as first new member of Discovery family to be launched in late 2014.

Jaguar Land Rover's joint venture with Chery Automobiles, China has been progressing
well to develop, manufacture and sell certain Jaguar and Land Rover vehicles and jointly
branded vehicles for the Chinese market. The production will start in FY 2014-15.

Continued investment in new state-of-the-art facility at Wolverhampton, UK, to

manufacture new advanced low emission engines from FY 2014-15.

The Company and Jaguar Land Rover participated in various international auto shows
displaying its range of products, including at Geneva, New York, Detroit and Jakarta,
wherein the displayed products won accolades and a positive response.

In addition, JLR has also committed to a manufacturing facility in the State of Rio de
Janeiro, Brazil.

Further, JLR has signed a Letter of Intent with the National Industrial Clusters
Development Program (NICDP) in the Kingdom of Saudi Arabia for set-up of an
automotive facility.

Tata Daewoo Commercial Vehicles Company Limited

Tata Daewoo Commercial Vehicles Company Limited (TDCV) sold 10,600 vehicles,
higher by 5% over FY 2012-13. TDCV Domestic sales were at 6,584 vehicles, 2nd highest in its
history, registering a growth of 21.9% compared to 5,400 vehicles sold in previous year.
However, in Export market sales at 4,016 vehicles was lower by 14.6% compared to 4,700
vehicles of last year mainly due to adverse economic conditions in global markets.
Tata Motors (Thailand) Limited
Tata Motors Thailand Limited (TMTL) sold 2,480 vehicles in the FY 2013-14, a year
which saw the automotive market in Thailand drop over the previous year by almost 24%.
The Super Ace vehicles that are currently sold as CBU imports from India showed encouraging
signs of acceptability in the market. TMTL continued to expand its dealer network in order to
cover most of the provinces in the country. TMTL also dispatched the first lot of test vehicles to
Malaysia where regular exports of Xenon are planned beginning FY 2014-15.
Tata Motors (SA) (PTY) Limited
Tata Motors (SA) (Pty) Ltd (TMSA) sold 821 chassis for the South Africa market in FY
2013-14. TMSA homologated three new models in the LCV category, including a bus chassis

LP713 for the first time. It also collaborated with TDCV to assemble a pilot lot of 6 chassis of a
tractor truck model with the objective of expanding the TATA presence in the fastest growing
(extra Heavy) segment of commercial vehicles in South Africa.
Tata Motors Finance Limited
The vehicle financing activity is being carried under the brand "Tata Motors Finance" of
Tata Motors Finance Limited (TMFL) - a wholly owned subsidiary company.
The sluggish macroeconomic environment and consequent lower demand of all Commercial and
Passenger Vehicles led to a significant decline in disbursements. Total disbursements for the year
were at Rs.8,768 crores - 22% lower than disbursements of Rs.11,180 crores in FY 2012-13. A
total of 1,57,886 vehicles were financed representing a decline of 38% over the previous year.
The disbursals for commercial vehicle were Rs.7,504 crores (1,23,989 vehicles) in FY 2013-14
compared to Rs.8,815 crores (1,83,514 vehicles) for FY 2012-13. For passenger cars, disbursals
were Rs.1,214 crores (32,637 vehicles) in FY 2013-14 compared to Rs.2,364 crores (70,563
vehicles) in the previous year. The overall market share in terms of the Tata vehicle unit sales in
India financed by Tata Motors Finance declined from 33% to 30%.
With a view to de-risk the portfolio and explore additional sources of revenue, the Used
Vehicle Finance business was re-launched by seeding the business in select geographies during
the year. Disbursements achieved under refinance were at Rs.50 crores (1,260 vehicles) during
the current year as against Rs.2 crores (9 vehicles) in FY 2012-13.
TMFL continued to expand its reach in the market place by opening a number of branches
including limited services branches exclusively in Tier 2 and 3 towns. This has also helped in
reducing the turn-around times to improve customer satisfaction.
TMFL has further enhanced its "Office of the Customer initiative" and is confident that
these investments will pay rich dividends through significantly increased interactions/relations
with its customers and dealers. With a highly motivated employee workforce, significantly
greater customer orientation and an increased branch network/field infrastructure, TMFL is
poised for significant, sustainable growth and is confident that it would deliver on its vision for
the future.

CHAPTER III
REVIEW OF LITERATURE

CHAPTER III
REVIEW OF LITERATURE
A brief account of the review of literature made by the researcher is being presented here, The
idea to build small cars for the Indian market is almost as old as Indias independence. Already
by the late 1950s, the Indian Government established a Commission with the task to look at costs
and prices of motor vehicles produced in the country and invited proposals for the production of
an Economy Car. In response, different manufactures submitted proposals. Tata, for example,
submitted a proposal for the license production of a DKW light car. In 1959, it was Premier
Automotive Limited (PAL) that was allowed to enter into collaboration with the Fiat Motor
Company for the production of the Fiat 500 which was later replaced by the Fiat 1100 (Mohanty
et al. 1994). While there were ever few commissions looking into the question of massproducing the small cars, there was no real effort to realize the endeavour before the 1980s.
(Venkataramani -1990) argues in this context. From time to time committees appointed by the
Government purported to study the issue of initiating the manufacture of a small, economical,
peoples car. But the persistence of the notion in high Government circles and in the Planning
Commission that the passenger car was a luxury item that catered to the needs of a small section
of the population inevitably promoted inaction. (Venkataramani, 1990: p. 12)
Indian Government not only sought to turn Maruti into a success story, but pursued a wider
political agenda with the project that drove the search and selection for a foreign Joint Venture
partner. According to Venkataramani, the Project report for Manufacture of passenger cars and

light utility vehicles, dated 27. May 1982 revealed that among the major goals associated with
Maruti were:
1. Modernization of the Indian automobile industry;
2. Production of fuel efficient vehicles;
3. A large output of motor vehicles;
4. Import of foreign technology and equity participation by the collaborator
5. Production of a peoples car suited to Indian driving and climatic conditions
6. Creating potential for earning foreign exchange by export of Maruti products; and
7. Generating employment through establishment of ancillary industries
(Venkataramani, 1990:

2. According to Wheeler, Advertising is any form of paid non-personal

presentation of ideas, goods or services for the purpose of inducing people to buy.
According to William J. Stanton, Advertising consists of all the activities involved
in presenting to a group a non-personal, oral or visual openly sponsored message regarding a
product.
3. Communication in general and advertising in particular, were treated by psychologists starting
from the motivations of recipients, which occupy a central position in the analysis. This is
because of their influence on the perception of the recipient (Mittelstaedt, 1990). They believe
that the motivations drive consumer behaviour. So the purpose for the advertising creator, is to
identify the reasons of consumer behaviour, in order to identify the most effective advertisement
message or to remove the communication barriers. With the psychological approach, other types
of research and investigation have emerged, thanks to the contribution of neuroscience. The
evidence (obtained through scientific experimentation) has become a necessary the consumers

characteristics. On the other hand, the approach does not provide exhaustive answers, not delving
into the exact causes that lead the recipient of the message publicity to expose themselves
voluntarily to the message, decode it, to store and, eventually, to make the purchase. So it is not
taken into account the entire communication process, and, in particular, the external factors,
especially those related to the environment, that may play support to verify the assumptions. The
psychological approach has the advantage to measure the effectiveness of advertising reference
to the recipient of the message, particularly to a crucial role in determining the behaviour of the
recipient.

CHAPTER IV
DATA ANALYSIS AND
INTERPRETATION

CHAPTER IV
DATA ANALYSIS

EXCITEMENT ABOUT TATAS ADVERTISING

TABLE-1
S.N
O
1
2
3
4

PERCENTAG

OPTIONS

NO.OF RESPONDENTS

Very Excited

13

21.66%

Excited

35

58.33%

Not Excited

11.66%

None of the above

8.33%

TOTAL

60

100%

Interpretation
From the above table it is inferred that 58.33% of the customers are excited about TATAs
advertising, 21.66% are very excited, 11.66% are not excited & 8.33% have opted none of the
above.

Very Excited
Excited
Not Excited
None of the above

OPTING FOR A 4 WHEELER RATHER THAN 2 WHEELER

TABLE-2
S.NO
1
2
3

OPTIONS

NO.OF
RESPONDENTS

PERCENTAGE

Necessity

30

50%

Better Life Style

15

25%

Safety

15

25%

TOTAL

60

100%

Interpretation
From the table it is inferred that 50% of the customers prefer 4 wheeler for necessity, 25% for
better life style, 25% for safety.

Necessity
Better Life Style
Safety

FAMILIARITY OF THE 4 WHEELER SEGMENT OF TATAS

TABLE-3
S.NO

OPTION

NO.OF

PERCENTAG

RESPONDENT

Very

S
18

30%

25

58.33%

familiar
2

Familiar

Only 11

20%

heard
4

Not 5
familiar
TOTAL

Interpretation

60

8.33%
100%

From the table it is inferred that 30% of the customers are very familiar about tatas four
wheelers, 58.33% are familiar, 20% are only heard about tatas & 8.33% are not familiar.

Very familiar
Familiar
Only heard
Not familiar

SOURCE TO KNOW ABOUT CAR MODEL

TABLE-4
S.NO

SOURCE

NO.OF

PERCENTAG

RESPONDENT

Friends

S
5

8.33%

News papers

13

21.66%

Another source

11.66%

Advertisement

35

58.33%

TOTAL

60

100%

Interpretation

From the table it is inferred that 58.33% of the customers are influenced by advertisements,
21.66% are influenced by newspapers, 11.66% are influenced by the other sources& 8.33% are
influenced by the friends.

Friends
News papers
Another source
Advertisement

SATISFACTION LEVEL WITH THE TATAS ADVERTISEMENT

TABLE-5
S.NO

NO.OF
OPTIONS

RESPONDENT

PERCENTAGE

S
1

Very satisfied

18

30%

satisfied

25

58.33%

Average

11

20%

Not satisfied

8.33%

TOTAL

60

100%

Interpretation

From the table it is inferred that 30% of the customers are very satisfied about tatas
advertisement, 58.33% are satisfied, 20% are averagely satisfied & 8.33% are not satisfied.

Very satisfied
satisfied
Average
Not satisfied

PART OF TATAS ADVERTISING STATISTICS IMPRESSED

TABLE-6
S.NO
1
2
3
4

OPTIONS
Picturaization
Execution
Informative
Time management
TOTAL

NO.OF
RESPONDENTS
13
28
12
7
60

PERCENTAGE
21.66%
46.66%
20%
11.66%
100%

Interpretation
From the table it is inferred that 21.66% of the customers impressed by picturaization, 46.66%
by execution, 20% by information & 11.66% by time management.

Picturaization
Execution
Informative
Time management

EFFECTIVENESS OF THE TATAS PROMOTING THEMSELVES THROUGH THEIR

ADVERTISING
TABLE-7
S.NO

NO.OF
OPTIONS

RESPONDENT

PERCENTAGE

S
1

Very well

29

48.33%

Well

20

33.33%

Average

11.66%

Not well

6.66%

TOTAL

60

100%

Interpretation

From the table it is inferred that 48.33% of the customers are very well about promotion, 33.33%
thinks well, 11.66% average & 6.66% not well.

Very well
Well
Average
Not well

PERCEPTION OF TATAS ADVERTISEMENT

TABLE-8
S.NO

OPTIONS

NO.OF
RESPONDENTS

PERCENTAGE

Very real

18

30%

Real

25

41.66%

Fake

15%

Cant say

13.33%

TOTAL

60

100%

Interpretation

From the table it is inferred that 30% of the customers feels advertisement are very real, 41.66%
feels real, 15% fake & 13.33% cant say.

Very real
Real
Fake
Cant say

SATISFACTION WITH THE CONTENTS OF THE ADVERTISING

TABLE-9
S.NO

NO.OF

PERCENTAG

OPTIONS

RESPONDENT

Very satisfied

S
13

Satisfied

28

46.66%

Not satisfied

12

20%

Disappointed

11.66%

TOTAL

60

100%

Interpretation

E
21.66%

From the table it is inferred that 21.66% of the customers are very satisfied by content of the
advertising, 46.66% are satisfied, 20% are not satisfied & 11.66% are disappointed by content of
advertisement.

Very satisfied
Satisfied
Not satisfied
Disappointed

HAPPINESS WITH THE SERVICE PROVIDED BY TATAS

TABLE-10
S.NO

NO.OF
OPTIONS

RESPONDENT
S

PERCENTAG
E

Very happy

18

30%

Happy

25

58.33%

Unhapppy

11

20%

Disappointed

8.33%

TOTAL

60

100%

Interpretation

From the table it is inferred that 30% of the customers are very happy with the service, 58.33%
are happy, 20% are not happy & 8.33% are disappointed.

Very happy
Happy
Unhapppy
Disappointed

EXCITEMENT WITH TATAS ADVERTISING

TABLE-11
S.NO

OPTIONS

NO.OF
RESPONDENTS

PERCENTAGE

Very excited

20

33.33%

Excited

29

48.33%

Not excited

11.66%

None of above

6.66%

TOTAL

60

100%

Interpretation

From the table it is inferred that 33.33% of the customers are very excited with tatas advertising,
48.33% are excited, 11.66% are not excited & 6.66% choosen none of above..

Very excited
Excited
Not excited
None of above

THE MAJOR INFLUENCER FOR TATAS AUTOMOBILE PURCHASE

TABLE-12
S.NO

NO.OF
OPTIONS

RESPONDENT
S

1
2

Advertisements

29

48.33%

6.66%

Own decission

11.66%

Price and brand

20

33.33%

TOTAL

60

100%

Reference
individuals

PERCENTAG

by

Interpretation
From the table it is inferred that 48.33% of the customers feels major factor to be considered is
advertisement 6.66% thinks reference by individuals, 11.66% own decision & 33.33% by price
and brand.

Advertisements
Reference by
individuals
Own decission
Price and brand

CHAPTER V

CONCLUSIONS AND SUGGESTIONS

CHAPTER V
CONCLUSIONS AND SUGGESTIONS

The maximum respondents who are excited about Tatas advertising are
58.33% .

 Customers opinion about preferring 4wheeler rather than two wheeler is

50% of the customers prefer 4 wheeler for necessity, 25% for better life
style, 25% for safety.
The maximum respondents who said about familiarity of Tatas four
wheelers are 58.33% are familiar and 8.33% not familiar
58.33% of the customers are influenced by advertisements and minimum of
8.33% by friends
The respondents who are satisfied with the with Tatas advertising are
58.33% &unsatisfied are 8.33%.
48.33% of the customers are very well about promotion and 6.66% not well
about promotions
Customers perception about tatas advertisement is 41.66% feels real, 15%
fake.
The respondents who are satisfied about content of advertisement are
46.66% &11.66% are disappointed by content of advertisement.
The respondents who are excited about Tatas advertisement are 48.33%
&11.66% not excited..

APPENDIX

QUESTIONNAIRE
EFFECTIVENESS OF ADVERTISEMENTS AT TATA MOTORS LTD
Case study of Tejaswi motors

Personal details
Name

Address

Gender

1Q) What makes you to opt for a 4 wheeler rather than 2 wheeler?
c)

a) Necessity
Safety

b) Better Life Style

2Q) How familiar are you with the 4 wheeler segment of TATAs ?
a) Very familiar

b) Familiar

c) Only heard

d) Non familiar

3Q) Which 4 wheeler do you own presently from TATAs ?

Name of the 4 wheeler --------------------4Q) How did you come to know about the car?
a) News Paper

b) Friends

c) Advertising

d) Any other source

5Q) How satisfied are you with the TATAs Advertisement?

a)Very satisfied

b) Satisfied

c)Average

d)Not satisfied

6Q) What part of TATAs Advertising statistics impressed you?

a) Picturaization

b) Execution

c) Informative

d) Time management

7Q) Has TATAs advertising brought change in your perception on TATAs?

a) Yes

b) No

8Q) How effective are the TATAs Promoting themselves through their advertising?
a) Very well

b) Well

c) Average

d) Not well

9Q) Does the TATAs advertisement convey you enough required information?
a) Yes

b) No

10Q) How real / fake does you consider the TATAs Advertisement?
a) Very real

b) Real

c) Fake

d) Cant Say

11Q) How satisfied you are with the contents of the advert sing?
a) Very satisfied

b) Satisfied

c) Not Satisfied

d) Disappointed

12Q) Do you look for other source rather than the advertising from TATAs?

a) Yes

b) No

13Q) How happy are you with the service provide by TATAs?
a) Very happy

b) Happy

c) Un happy

d) Disappointed

14Q) How excited are you with TATAs Advertising?

a) Very Excited
c) Not Excited

b) Excited
d) None of the above

15Q) What is the major factor consider before you to for the TATAs Automobiles?
a) Advertisements

b) Reference by Individuals

c) Own Decision

d) Price and brand