A study on the sales and marketing challenges

with reference to KBS Tata Motors

A PROJECT REPORT ON

A PROJECT REPORT ON

95

A study on the sales and marketing challenges with

reference to KBS Tata Motors

SUBMITED BY:

Priya Upadhyay
Sangeeta Rajbonshi
Neha Gupta
Beronica pariat

A report submitted in partial fulfilment

Of the requirement of
The BBA Program (The Class of 2011-2014)
ICFAI University Meghalaya

DECLARATION
BBA SEMSESTER IV
SUMMER PROJECT 2

We hereby declare that the Project Work entitled

A study on the sales and marketing challenges with reference to KBS Tata
Motors
Submitted to the ICFAI University Meghalaya, Shillong campus, in partial fulfilment of the
requirements for the award of the
BBA Program is our original work and has not been submitted elsewhere.

PRIYA UPADHYAY

{151110920070}
{151110920072}

NEHA GUPTA

{151110920067}

BERONICA PARIAT

{151110920039}

95

SANGEETA RAJBONSHI

Students of BBA Semester IV

The class of 2011-14
The ICFAI University Meghalaya
Shillong

BBA SEMSESTER IV
SUMMER PROJECT 2

TABLE OF CONTENTS
5

Terms of Reference

Preface

Acknowledgment

Executive Summary
Study Area

9
10

Statement of the problem

10

Objectives

11

Limitations of the study

11

Introduction

Methodology
2

95

12

Sources of data

12

Company profile
Tata motors (group profile)
KBS Tata motors

13
14
15

Team work in KBS motors

16

3- types of forms

17

Tata cars in India

18

Main element in a car

Chassis

19
20

Engine
Steering

23
25

Sales

27

Tata product knowledge

33

Process of sales

37

Promotion
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Marketing
dealer

challenges

as

new 40

Competition

41

Challenges

41

KBS Motors finance and insurance

42

Service of KBS motors

45

Pixel

47

Manufacturing of Tata vehicle

52

10

Subsidiaries

57

11

Tata & Jaguar & Land Rover

59

12

Approach

62

13

Resource sustainability

65

14

Policies

67

15

Milestones 2013

69

16

SWOT analysis

71

17

Analysis and interpretation

74

18

Findings & recommendations

87

19

Conclusion

90

20

Annexure1- project proposal

92

21

Annexure2- structured schedule

95

22

95

Bibliography

98

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Terms of Reference

95

In accordance with the instructions of ICFAI

University Meghalaya, to prepare a Summer
Project for the partial fulfilment of the BBA
Programme, a Project on A study on the
sales and marketing challenges with
reference to KBS Tata Motors is
completed.
The Project is based on the results of a wide
survey conducted through Structured Schedule
or Personal Interview, taking Sample of One
Hundred (100) Consumers of TATA cars.

PRIYA UPADHYAY
NEHA GUPTA
SANGEETA RAJBONGSHI
BERONICA PARIAT

BBA SEMSESTER IV
SUMMER PROJECT 2

PREFACE
This project has been created to understand the sales and marketing challenges with
reference to KBS Tata Motors.
During the project a market research was done to analyse the present marketing challenges
faced by KBS Motors and also to know in detail about sales. With the help of KBS Tata
Motors showroom situated in Mawblei we have tried our level best to achieve our goals. The
Company guide Ms. Annynette Lyngdoh helped us and guided us throughout the
project. A similar kind of help was given to us by the Sales Managers and Team Leaders we
were assigned to. Their suggestions and guidance enabled us the opportunity to interact with
customers in the city and helped make our study a successful and a better project. They took
us along with them on any event that was organised in the city and this gave us the
depending on their background, income capacity and choice of vehicle.

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opportunity to get to know the customers preferences in different areas and perspective

During the project we tried to gather the information from different sources. We took most of
the information from the Training Manager, Sales Manager, Team leaders and the customers
who visited the events. The rest of the information was collected from TATA Motors website.
We tried our best to give important information about the sales aspect of KBS Tata Motors.
Through this project we hope to shed some light on the marketing challenges that the
company is facing and also strategies they are following in order to keep its standards above
all the other companies providing the best service in town. The information shared in this
project aims and hopes to be useful for future reference for both KBS Motors and us. This
project was compiled, edited and prepared in about 2months. The time period given to us
was strictly followed and managed.
This project is prepared for the sole purpose of learning and gaining more knowledge and
giving us our first glimpse into the management world.

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ACKNOWLEDGEMENT
We have taken efforts in this project. However, it would not have been possible without the
kind support and help of many individuals and organizations. We would like to extend our
sincere thanks to all of them. It has been great honour and privilege to undergo
training at KBS Tata Motors. We are very much thankful to the company
for providing all facilities and support to meet our project requirements.
We acknowledge with deep gratitude the guidance and help provided to us by our reverend
faculty guide Madam Lupa for the valuable inputs, guidance, advice and technical
support throughout the development of my project. We would like to take opportunity
to express our humble gratitude to the training manager Ms. Annynette
Lyngdoh whom we executed this project. Her constant guidance and
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willingness to share her vast knowledge made us understand this project

and its manifestations in great depths and helped us to complete the
assigned tasks. We are highly thankful to our different sales managers and
team leaders we were assigned to whose invaluable guidance helped us
understand the project better. We would like to extend our gratitude to the GM Mr.
Suraj Gajemer and HR _________________________of KBS Tata Motors who has given
us the opportunity to work in the showroom. We would also like to take opportunity to extend
our heartiest gratitude to the MD Mr. KitBok Sympli for allowing us to work in the
company. We would like to express our special gratitude and thanks to company persons for
giving us such attention and time. I do also acknowledge with sincere gratitude the guidance
of our Deputy Registrar Dr. Alicia Gatphoh without whose inspiration and guidance this
project was not possible to complete. Our acknowledgement is also due to our parents who
helped us in searching materials on websites for this project work and in making it
presentable. We would also like to express our sincere thanks to our classmates and group
members without whose support; this project would not have been successful. Last but not
the least; we would like to extend our heartiest gratitude to all those who gave their utmost
cooperation during the development of our project. Although there may be many
who remain unacknowledged in this humble note of gratitude there are
none who remain unappreciated.
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BBA SEMSESTER IV
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SUMMARY
In this Project we have provided various kinds of information facts and figures about KBS
Tata Motors. We have given information about the history of TATA MOTORS, KBS
MOTORS. We gave some information about the various networks of Tata, also discussing
about the sales and profits earned by the company, various models of Tata launched in India
and the models presently being sold at KBS motors. We have also tried to highlight the
marketing challenges faced by the company. SWOT on the KBS MOTORS showroom is also
provided in order to clearly give a view about the company and shows and creates an
immediate image of the company. We discussed about the sales and the different strategies
followed by the company in order to be superior when compared to the other showrooms in
the town. We also tried to find out the collective workings of the employees of the
organization and the way the employees are working as a team complementing each other
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with skills, efficiency and effectiveness. We tried to find out the insecurity and unease that
may arise in the minds of the customers after buying a car from TATA and a question which
may arise in the minds of the customers that, Was the deal of buying a car from TATA worth
the amount the customers paid? We prepared a questionnaire for the TATA customers with a
sample size of hundred questionnaires for the customers who already own a TATA car in the
Shillong city. We tried to cover up all the necessary aspects related to the showroom and tried
to explain all the necessary things which came up from the data collected through the
questionnaires. We have worked as sales personnels in the showroom and had a great
experience of actual work done in an automobile company. In this project we tried to find out
how the sales in a company is carried out and also to know the marketing challenges it faced
in order to survive the competition in the city. We have also done a brief study on NANO as it
is presently the cheapest car and affordable by a middle class family. We have also mentioned
about the different steps taken by TATA for resource sustainability and the milestone it has
achieved. We have also tried to cover the services provided by KBS Motors.

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Chapter-1

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INTRODUCTION

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STUDYAREA
We are doing this study on the sales and marketing challenges
with reference to KBS motors situated in the Mawblei area of
Shillong on the NH 44. This project contains some market
surveys and researches based on the information provided by the
KBS motors showroom and customers who own a TATA
vehicle. As our study is based on the facts and figures provided
by the KBS Motors showroom and the customers in Shillong,
hence, we expect the results of the data to be helpful only in the
city of Shillong for any further studies. KBS Motors is a newly
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opened automobile showroom dealing with Tata vehicles.

The present research was undertaken to study in detail about sales of the company and the
marketing challenges it is facing in order to survive the competition. The research has also
been done in order to have a look upon the working of the company in the market. The
primary data was collected with the help of structured, non-disguised questionnaires, from a
sample size of around 50 customers of Tata cars.

STATEMENT

OF

THE

PROBLEM

We are doing this study for the purpose of learning about the work which is done in the
KBS Motors and the way they deal with the customers. We are also doing
this project as our summer internship project. The topic of our
project is the sales and marketing challenges with reference to
KBS Tata Motors. We are doing this project for the reason that
Tata Motors owes its leading position in the Indian automobile
industry to its strong focus on indigenisation. This focus has driven the Company to set up
world-class manufacturing units with state-of-the-art technology. Every stage of product
evolution-design, development, manufacturing, assembly and quality control, is carried out
meticulously. Also it is the first Indian automobile company in India. The company has a
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greater scope to build itself to the extent that may make the company the biggest automobile
company in India competing with all other popular automobile brands in India.

RESEARCH OBJECTIVE

To study the factors influencing the customers to purchase a Tata car.

To study the needs of the customers at the place of purchase.
To study the price, quality and services rendered by the KBS Motors.
To study in detail the sales of the showroom.
To understand the marketing challenges faced by the showroom.
To study the various marketing strategies adopted by the showroom.
To study the most important areas that requires immediate improvements.

LIMITATIONS OF THE STUDY

Study is restricted to just one showroom.
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Our study is restricted to just one showroom i.e. KBS motors. Hence, the
findings may not be applicable to the other parts of the country.
Sample size is relatively small
The sample size is relatively small and is drawn from a specific geographical
region. We have determined only 50 customers opinion about Tata cars.
Lack of proper knowledge to fill up the questionnaires
Due to the partial knowledge of the customers about the showroom, they
could not fill out questionnaires correctly.
Data collected for a particular period
The data was collected only for the month of June 2013 to July 2013. Hence
we could determine the information only for this particular period.
Number of respondents restricted to 100
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In order to complete the study within the time frame, the number of
respondents had been restricted to 50. We had limited time of 60 days and
within 60 days we had to complete our project. Therefore we restricted the
number of respondents.

METHODOLOGY
The nature of the project work has been descriptive as no
hypothesis, is taken to be tested. Though the conclusions drawn
could be taken as the hypothesis and further tested by the
research work undertaken in the relevant field. The reason for
choosing the descriptive research design is the fact the project
report has been primarily based upon the secondary sources of
of the company's personnel in parting with much of information
led the project report to be based substantially on the secondary

95

data and whose authenticity could be assured of. The reluctance

source of data.

Sources of data
The study is based on both primary and secondary data.
Primary source

The primary data has been collected by a self-structured questionnaire through

interview method.
Secondary source

Secondary data has been collected from books, manuals, journals and internet. It has
been tried that samples are selected to cover all classes of people and of different age
groups as the sample size.

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Chapter-

95

COMPANY

PROFILE
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TATA Motors
The Company was incorporated on 1st September, 1945 at
Mumbai to manufacture diesel vehicles for commercial use,
excavators, industrial shunter, dumpers, heavy forgings and
machine tools. Tata Motors Limited is India's largest automobile
company, with consolidated revenues of INR 1,88,818 crores
(USD 34.7 billion) in 2012-13. 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. It is also the world's fourth largest truck
and bus manufacturer. Tata Motors is also expanding its
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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, 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 68 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. 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.Tata Motors also
introduced India's first Sports Utility Vehicle in 1991 and, in 1998, the Tata Indica, India's
first fully indigenous passenger car. In January 2008, Tata Motors unveiled its People's Car,
the Tata Nano. With the foundation of its rich heritage, Tata Motors today is etching a
refulgent future. Mr Cyrus P. Mystry is the present CEO of TATA motors.

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KBS Motors

KBS motors is a new dealership of Tata vehicles recently opened in

Shillong. This showroom is conveniently located on National
Highway 44 in Mawblei. It was inaugurated on 26 February 2013.
The company mainly deals with passenger vehicles. The working
hour is from 9 a.m-6pm. The strength of the company is 120
employees. The showroom operates from Monday to Saturday. The
abbreviation KBS is the name of the proprietor of the company, Mr
Kit Boklang Sympli. The prices of the vehicles are fixed by the Tata
Company. However the original price fixed may differ with that of
Transportation charges, government taxes, etc.) incurred for bringing

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the prices of KBS Motors due to the additional expenses (e.g.

the vehicles to the dealership from various manufacturing plants located all over India. The
main aim of KBS is not only to sell cars but also to maintain a good customer relationship.
They not only look for customer satisfaction but also for customer delight. Cameras are
installed in different corners of the showroom for safety and security. It also provides value
added services like debit card/ credit card facility for payment options. Refreshments are
provided to each and every customer who visits the showroom. KBS provides consumer
schemes depending on the cars to all customers. Consumer schemes vary every month. They
have financial tie ups with Mahindra finance, Tata Motors
finance, State bank of India and almost all the Private
Banks in Shillong for vehicle loan options. The company
makes sure that all the spare parts are available in their
service centre. The customers who buy any vehicle from
KBS are provided with 4 free services and also they are
informed with other additional services during the time of
delivery which makes KBS different from other dealership
in the city. They get warranty for 3 years or 1 lakh Km on
vehicles like manza, safari, indigo, vista and 2 years warranty on sumos and 4 years or 60,000
warranty on nano.
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Team work in KBS Motors

Team work is very important in every field for carrying out the work efficiently. The work
load in KBS Motors is divided among four teams, namely
1. Corporate team- the corporate is a combination of public, private, government, state,
central, licensed companies. They take care of the corporate dealings. They take into
account those dealings where the customer buys the vehicle on his companys name.
Mr Rohit Biswa is the Sales Manager of the corporate team.
2. Urban team- the urban team takes care of the dealings within the city. They take into
account those dealings where the customer buys the vehicle on his name or on his
friends, relatives. Mr Prashant Dey is the Sales Manager of the urban team.
3. Rural A- the rural team A covers the area in the West Khasi Hills and Ribhoi district.
They take into account only those dealings where the customer belongs to these areas.
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Mr Imtiyaz is the Sales Manager of this team.

4. Rural B- the rural team B covers the area in the East Khasi Hills and Jaintia Hills.
Mr. Sanju is the Sales Manager of this team.
Each team is to carry out its work in the specified area. They are given targets in every
month. The teams organise events by going to their respective areas. During the events they
make a canopy advertising the company and getting the customers at the same time. They
explain the customers in detail about the vehicle and also answer to their queries. They
identify the customers based on the 3 types of leads i.e. cold lead, warm lead, and hot lead.
Cold lead refers to those leads or customers who are not at all interested or who are not sure
regarding buying a vehicle. Warm leads are those leads who have an intention to buy but not
within a month. Hot leads include customers who are very much interested in buying a
vehicle and the time period to make a purchase is within a day, within a week or within a
month.

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Sales stages followed in KBS motors

There are three types of forms:
1. GREEN FORM- green form is a KYC (know your customer). The form is filled
in order to know the customers. The customer is asked to provide his name,
contact no. , address, age, the TATA vehicle in which the customer is interested
in, source of contact( events, advertisement, telemarketing, etc.), exchange detail
if any, next follow up date/appointment date,
2. PINK FORM- pink form is need analysis form. Pink form is filled when a
customer asks for the price quotations, test drive. When a pink form is filled, it
shows that the customer really wants to buy the vehicle.
3. YELLOW FORM OR ORDER AND BILLING FORM/ COMMITMENT
FORM- this form is filled for booking the vehicle. After getting all his queries
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cleared, the customer finally decides to buy the vehicle according to his
convenience.

Tata Cars in India

Today, Tata Motors are some of the most trusted offerings of the
Indian auto-market while the brand itself ranks amongst the top
four auto-marques, along with Maruti, Mahindra and Chevrolet, in
the country. With its production base spread across the cities of
Jamshedpur (Jharkhand), Pune (Maharashtra), Lucknow (Uttar
Pradesh), Pantnagar (Uttarakhand), Dharwad (Karnataka) and
Sanand (Gujarat) and its R&D centers located in Pune,
Jamshedpur, Lucknow and Dharwad, Tata Motors, from its
Mumbai headquarters, oversees operations throughout India. Assisting the auto-giant with
these countrywide operations is its extensive dealership, sales, service and spare parts
network, comprising of more than 250 dealerships and over 3500 touch points in not less than
195 Indian cities spanning 27 states and 4 Union Territories, which is the biggest network of
its kind after those built by Maruti Suzuki and Hyundai.

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Tata Models in India- Presently operating in about 26 countries across 4 continents of the
world, Tata stands at the 18th position amongst the world's largest motor vehicle
manufacturers. But, India, being the homeland of the auto-giant, offers it with the largest
customer base of all and gets to enjoy the widest model range in return. Covering a number of
different segments like those of compacts, midsize cars and utility vehicles, the current fleet
of Tata cars in India has a pretty big lot of as many as 14 models to present to its customers.
Models that are at present a part of this fleet are Tata Nano, Tata Indica V2, Tata Venture, Tata
Indica Vista and Tata Indigo CS.
Tata Lowest Price Cars- The Indian auto-market is one of the most rapidly growing markets
on the planet today, which has driven car-manufacturers from all over the world to try their
luck here. But despite the Indian auto-industry being full of national and international brand
names, very few marques are there that provide a range as varied and as smartly assorted as
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the one that has been put together by Tata Motors. From the mass-volume hatchback segment
to that of luxury SUVs, Tata cars encompass several different categories, and hence several
different price brackets too. At present, the least expensive Tata Motors car is the Tata Nano,
which comes tagged with an extremely affordable cost of ownership of just Rs 1, 53,766.

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Chapter-

3
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Main
elements
in a car

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CHASSIS
BODY ON FRAME
What it is?
The body is made as a separate unit and then joined with
ladder frame
What It Does?
It supports all the systems in a car such as the Engine,
Transmission system, Steering system, Suspension system, etc. E.g.
Tata Safari, Sumo Grande

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Available on: Sumo Grande MkII, Safari

DIFFERENCES between Body on Frame and Monocoque

The benefit is higher load carrying capacity and strength

Disadvantage is the body tends to vibrate easily and the overall vehicle handling and

refinement is lower
Used mostly for SUVs and bigger vehicles
Advantage is less rattles and squeaks are developed. Handling is also better due to the

higher body rigidity

Only major drawback is the load carrying capacity is lower
Used mostly in cars

MONOCOQUE

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What it is?
The ladder frame is absent, the body itself is the frame
What it Does?
It supports all the systems in a car such as the Engine,
Transmission system, Steering system, Suspension,
system etc. e.g. Indica Vista, Indigo Manza, Nano.

BODY STYLES
1. HATCHBACK
Hatchback are vehicles with a separate engine area, and
passenger area (or two boxes), the luggage area is enclosed
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with the passenger area behind the rear seats.

Eg. Nano , Indica , Jazz , Punto
2. SEDAN/NOTHBACK

Sedan are basically vehicles with an engine area, passenger area , and
boot area (i.e. Three box), all separate.
E.g. Indigo Manza, Swift Dezire
3. ESTATE/STATION WAGON
Estate or Station wagons are modified saloon vehicles are
combining the boot with passenger area & extending it till the
roof . The boot area is significantly larger and dose not have third
row seating. This makes it convenient to carry big objects.
Eg. Indigo Marina, Octavia Combi
4. MPV/MUV

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MPV (Multipurpose vehicles) or MUV (multi utility vehicles)

can have the engine, passenger area & boot area enclosed
together. Or they can have the engine area separate and the
passenger and boot area enclosed. MUV/MUP can also have
Third row of seating.

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E.g. Ace Magic, Sumo Grande, Tavera, Innova

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5. SPORTS UTILITY VEHICLE

These vehicles have larger tyre, higher ground clearance. The
engine area is separated and passenger and boot area are
enclosed together. These vehicles are either equipped with 4
wheels drive or has as an option of 4 wheel drive
E.g. Safari, Scorpio, Gypsy, Fortuner
6. PICK-UP TRUCK
These vehicle have larger tyres, higher seating, higher ground clearance. The
engine area is separate and the passenger compartment available in single or
double cap configurations. Also, luggage loading bay is available behind
wheel drive or has an option of 4 wheel drive

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the passenger compartment. These vehicle are either equipped with four

Eg. Xenon, Scorpio Getaway

7. VAN
The engine is placed below the passenger area. Vans can
also have Third row of seating. They are also taller and
generally more spacious
Eg.Winger Ace Magic Omni
8. CROSS-OVER
What it is?
Cross-over is a vehicle that combines features of a traditional
sport utility vehicle (SUV) with features from a passenger
vehicle, especially those of a station wagon or hatchback.

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ENGINE
ENGINE
What it is?
It basically is a device that produces Power.
What it is?
It burns the Air Fuel mixture to produce power which drives the wheels.
WORKING FOR AN ENGINE
INTAKE STROKE

COMPRESSION STROKE

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Air-Fuel mixture is taken inside the cylinder.

The mixture is compressed.

EXPANSION/POWER STROKE
Due to compression, the mixture is Ignited or burnt to produce Power.
EXHAUST STROKE
The Waste gases are throw out or expelled in the form of
Exhaust gases.

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PETROL ENGINE CYCLE

STROKE 1 Air & fuel mixture enter cylinder.
STROKE 2 The mixture is then compressed.
STROKE 3 Spark plug then burns the mixture.
STROKE4 Burnt are expelled from the engine.
DIESEL ENGINE CYCLE
STROKE1 Only air enters cylinder.
STROKE2 The air is then compressed to high extent, raising temperature.

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STROKE3 Diesel is then injected which then ignited due to high temperature.
STROKE4 Burnt gases are expelled from the engine.
ENGINE TECHNOLOGY
What it is?
Displacement is the total size of the engine. i.e. Volume x No. of cylinders. Usually
mentioned in CC.
What it is?
BORE is the diameter of a cylinder measured in millimetres.
STROKE is the distance travelled by the piston from TDC to BDC measured in
millimetres.
What it is?
Compression Ratio is the ratio between the volume of the volume of the cylinder &
combustion chamber when the piston is at the bottom of its stroke, and the volume of the
combustion chamber when the piston is at the top of the stroke.

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STEERING SYSTEM
What it is?
Consist of a steering wheel which is connected
to a steering mechanism
What it does?
Gives the driver directional control of the
vehicle

TYPES
RACK& PINION
What it is?

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A Rack & pinion is a pair of gears which

converts the rotational motion of steering wheel into linear motion for the
wheels
What it does?
Gives the driver directional control of the vehicle. It is used mainly in cars,
lighter vehicles

RE- CIRCULATING BALL & NUT SYSTEM

What it does?
A Re-circulating Ball & Nut system uses a gearbox to convert the rotational
motion in order to steer the vehicle
What it does?
Give the driver directional control of the vehicle. Used
in heavier vehicle like SUVs, trucks etc.

POWER STEERING
What it is?
A pump or motor is used to provide for extra
assistance while steering
What it does?
Helps reduce the effort applied by the driver while turning
the car
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TYPES
HYDRAULIC SYSTEM
WHAT IT IS?
A hydraulic pump driven by the assistance is
used to provide for extra effort while steering
What it does?

ELECTRIC SYSTEM

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Helps reduce the effort applied by the driver

while turning the car. This system is used for
bigger cars

What it is?
A Electric motor powered by the battery is used
to provide for extra assistance while steering
What it does?
Helps reduce the effort applied by the driver while turning the car. This system
is mainly used in smaller cars

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SALES

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Chapter-

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PRODUCTS AND ITS SPECIFICATIONS

NANO
Khushiyo ki
chabhi

3099 mm (length)x 1495mm(width)x 1652mm (height)

Ground Clearance

180mm

Min.Turning circle
radious
Fuel tank capacity

4m

Kerb weight

Std

Cx

Lx

600kg

615kg

635kg

Boot space

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Dimensions

15 litres

Without rear seat folded

With rear seat folded

80 litres

500 litres

Engine type

624 cc, 2 cylender, MPFI

Maximum power

35 PS@ 5250 rpm

Maximum torque

48 Nm @ 3000+ /-500

Top speed

105 kmph (limited)

Gradability

4 forward + 1 reverse

No. of gears

Radial & tubeless

Tyre type

Radial& tubeless

Tyre size

Front 135/70 R12

Rear 155/65 R12

BBA SEMSESTER IV
SUMMER PROJECT 2

Manza- the club class sedan

COLORS OPTIONS:
Tyrian white
Infinity black
Laser red
Castle red
Jet silver
Dew white
VARIANT
ENGINE

LS

LX

Q JET 90

VX

EX

EXL

SF 90

BS4

BS4

ENGINES

Common Rail CR4

MPFi

Fuel type

diesel

Petrol

Emission Norms

BS4

BS4

Displacement
(cc)
Max. Power
(PS@RPM)
Max. Torque

1248

1368

90@4000

90@6000

200Nm@1750-3000rpm

116Nm@4750 RPM

Radial tubeless
155/80 R13
1080

Radial tubeless
155/80 R13
980

Gross Vehicle
Weight
Transmission

1650-1660

1575-1595

Suspension

Front: Independent, Lower Wishbone, McPherson Strut with Coil spring

Rear: semi-independent, twist beam with coil spring and hydraulic
shock absorbers
Power assisted rack & pinion hydraulic

Tyre type/size
Kerb weight

Steering
Turning radius
Brakes

Wheels and
Tyres
Seating
capacity
Fuel tank
capacity

95

EMISSION
NORMS

C549, 5+1 speed manual gearbox

5.1 m
Vacuum assisted independent dual circuit diagonal split. Hydraulic
brakes
Front: ventilated brakes
Rear: drum brakes
Wheels: 5.5J x 15
Tyre: 185/60 R15 Tubeless Radials
5
44 L

BBA SEMSESTER IV
SUMMER PROJECT 2

NE

Indica eV2

THE MOST FUEL EFFICIENT CAR IN ITS

CLASS

INDICA ev2

INDICA eV2 XETA

INDICA V2

Variants

L/LE/LS/LX

GL/GLE/GLS/GLX

L/LE/LS/LX

ENGINES

Common Rail
CR4

MPFi

N.A

Fuel type

diesel

Petrol

Diesel

Emission Norms

BS4

BS4

BS3

Displacement (cc)

1396

1193

1396

Max. Power
(PS@RPM)
Max. Torque

70@4000

65.3@5000

53.5@55000

140@1800-3000

99.9@2700

85@2500

Tyre type/size

Radial tubeless
155/80 R13

Radial tubeless
155/80 R13

Kerb weight

1080

980

Radial
tubeless
155/80 R13
995

Fuel tank capacity (L)

Seating capacity
Steering
Hydraulic/Mechanical
Transmission
Brakes: Front/ Rear

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Specification

37 L

five (5)
Power Assisted rack and pinion5 speed Manual
disc/drum brakes

DIMENSIONS:
Wheelbase: 2400 mm

Width: 1665 mm

BBA SEMSESTER IV
SUMMER PROJECT 2

Height: 1485 mm

Length: 3690 mm

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Ground Clearance: 165 mm

BBA SEMSESTER IV
SUMMER PROJECT 2

ENGINE

DIMENSIONS &
WEIGHT

DISPLACEMENT
Max. Output
Max. Torque
Length (mm)

DRIVE
SUSPENSION

Width (mm)
Height (mm)
Wheelbase (mm)
Ground
clearance(mm)
Gross vehicle weight
(kg)
Seating capacity
Turning Radius(m)
Drive system
Front

TRANSMISSION

Rear
Type

STEERING

Type

BRAKES

Front
Rear

TYRES
FUEL TANK CAPACITY

2.2 L DICOR, BS4

complaint with Dual Mass
Flywheel
2179 cc
140PS@4000rpm
320Nm@1700-2700rpm
4780
1895
1780
2850
200
2720
7 persons
5.6
4x4 & 4x2
Independent double wishbone
with coil spring
5 link suspension with coil spring
G-76-5/4.1 Synchromesh with
overdrive.
Rack and pinion with power
assistance
Ventilated disc brakes with twin
pot calliper
Disc brakes
235/65 R 17
60 L
95

TYPE

ARIA- The thunder of an SUV, the tranquillity of a sedan

BBA SEMSESTER IV
SUMMER PROJECT 2

SIZE

MATTE
RSS
MODEL
ENGINE
Capacity cc
Max. Output (PS) at
rpm
Max. Torque (Nm) at
rpm
GEAR BOX
SUSPENSION

CX

250@ 1500-3000
5 speed,G-76- 4.1- Synchromesh with Overdrive
Front: Independent, Wishbone with coil Spring, Rear:
Parabolic Leaf springs
Power Steering
Vacuum Assisted Independent ,Hydraulic, Front: Ventilated
Disc Brake with Twin Pot Caliper, Rear: Drum Brake, Auto
Adjusting Type
95

STEERING
BRAKES

GX
EX
LX
2.2 L 16 Value DOHC DICOR
2179
120@4000

TYRES
TURNING RADIUS
GROSS VEHICLE
WEIGHT
FUEL TANK
CAPACITY
EMISSION NORMS
SEATING CAPACITY

235/70 R 16
180 m
2625 Kgs
65 L
BS3 & BS4
7-9

TATA SUMO

GRANDE

DICOR

BBA SEMSESTER IV
SUMMER PROJECT 2

SALES PROCESS of KBS Motors

7-STEP SELLING PROCESS
1. Customer prospecting- Customer Prospecting is a type of marketing analysis that
helps identify areas of interest for targeting new customers. The sales persons of
KBS Motors determine the areas by analysing the demographic variables in the
area that contain their current target customers. Customer prospecting, done right,
can really boost business bottom line. Whether one is engaged in a printed
marketing campaign, email program or cold calling, a continuous cycle of getting
in touch with new prospects is paramount.
2. Initial contact- It is the first contact with a customer and then communicating
with them in some form so that they will eventually purchase a product or service
from your business. Sounds simple enough, but if the business doesnt have best
95

practices to follow, their efforts could be falling flat. The sales persons in KBS
salespeople have the ability to read a customer based on gestures, language and
body language. Deciding whether to approach a browsing customer with a smile
and soft sell or a more aggressive approach depends on an accurate reading of the
customers intention.
3. Product presentation- Once engaged with the customer, the sales person needs to
demonstrate the value of the product to the customer and convince the customer
for purchasing the vehicle. The sales persons of KBS understand the customers
and accordingly explain the customers about the vehicles and also give their
advice and suggestions in order to maintain a good customer relationship.
4. Test drive- From the buyer's perspective, the most important aspect of buying a
car is the test drive. The test drive is more than just a nuts and bolts experience to
see if the car appears to be in good working order. It's also a time for the potential
buyer to see how the car feels to him. The sales persons of KBS make the test
drive a pleasant experience for their buyers, as well as a comfortable and safe one
for them.
5. Negotiation & closing- Sales negotiation is an increasingly important part of the
sales process. Negotiation starts when buyer and seller are conditionally
committed to the sale. Closing a sale is the process of getting a customer to agree
and commit to making a purchase. All salespeople develop their own techniques
and strategies that they can employ to close a sale. The approach you take to
BBA SEMSESTER IV
SUMMER PROJECT 2

closing a sale will depend on the circumstances that each selling opportunity
presents to you.
6. Delivery- After the customer has finally decided to purchase the vehicle, the
delivery of the vehicle is made according to the customer convenience.
7. Post sales follow up- Effective salespeople understand the importance of
following-up on customers whether they have made a purchase or not. There is
plenty you can learn from talking with customers and by following-up with them,
you provide yourself with further opportunities to convert leads and increase your
network of contacts.

DEMONSTRATIONS POSITIONS
1. Driver side front- while explaining the customer about a vehicle, the sales
person starts from the driver side front. He explains it first before moving to
95

the other sides of the vehicle.

2. Engine side- After explaining the driver side than he explains about the engine
side of the vehicle. The sales person tells the customer if the vehicle is
available in both diesel and petrol type. He tells him the mileage of the
vehicle.
3. Passenger side- After explaining about the engine, the sales person moves
towards the passenger side of the vehicle. He shows the amount of space
available in the passenger side. He explains about the comfort and safety
available in the passenger seat.

4. Rear side- after the explanation of the passenger side, the sales person moves
towards the rear side. He explains about the parts in the rear side and also
gives a detail about the boot space available in the vehicle.
5. Driver side- after the rear side the sales person comes back to the driver side
and explains about it again the features that he has not been explained at the
first time.
6. Interior- after explaining the customer about all the sides, than lastly the sales
person explains about the interior about the vehicle.

DURING A TEST DRIVE

1. Handling- During the test drive the customer is told about the handling of the
vehicle. The dos and donts while driving.
BBA SEMSESTER IV
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2. Engine as the engine is the heart of any vehicle, therefore a detail

explanation is given about the engine.
3. Power- the sales person also tells him about the power of the vehicle. How
powerful the vehicle is and how convenient the vehicle is to drive on the tuff
roads.
4. Transmission- the customer is also told about the transmission of the vehicle.
He is told about the gear of the vehicle.
5. Suspension- the sales person tells the customer about the suspension of the
vehicle.
6. Ride quality- during the test drive the customer is also asked about the ride
quality. He is asked about his experience during the test drive.
7. Braking- the customer is also explained about the braking system of the
vehicle.
8. Parking- after the test drive the customer is told about the parking of the
95

vehicle.

FAQs Model
F- Finding sources A - Approach logicallyS Secure appointment-

Cold Call Model

Step 1- greet and identityStep 2- create interestStep 3- make appointmentStep 4- confirm appointment-

PROMOTION
Promotion is an essential element in the marketing mix. It's a tool used by
businesses, both large and small, to inform, persuade and remind customers about
the products and services they have to offer. Without business promotion,

BBA SEMSESTER IV
SUMMER PROJECT 2

companies would be stagnant and lack substantial growth because their brands
would have low visibility in the market.

Significance

P
r
om
n

otio
allows

businesses

to

reach out to
consumers

using

of

forms
95

various
media,

techniques and strategies to capture their attention. Promotion delivers a

brand marketing message to consumers' television screens, radios, in the stores where they
shop, online, in billboards and in magazines.

Types

Promotion can be broken down into four categories: advertising, sales promotion,
public relations and personal selling. Advertising promotions appear as print advertisements
in magazines, banner advertisements on the web or commercials. Sales promotions include
attending trade shows, holding contests and initiating customer loyalty programs. Public
relations activities include everything from getting bloggers to post about products, pitching
articles to magazines, and writing and distributing press releases. Personal selling is done
face to face, as with a business that hosts home parties, or using the phone or web solutions.

Strategies

Promotions follow two strategies: pull strategy and push strategy. Pull strategy
focuses on promoting a product in a manner that encourages the consumer to respond by
BBA SEMSESTER IV
SUMMER PROJECT 2

making a purchase. Examples include coupons, referrals and customer loyalty programs.
Push strategy focuses on taking a product directly to a customer to purchase. Examples
include point-of-purchase displays, promotions at trade show events, packaging design and
working with companies to offer products in their stores or on their websites.

Benefits

As a result of promotion efforts, customer are informed about new products and
reminded about existing products. Promotion can help companies introduce new uses for old
products in an effort to gain a new segment of the market. Promotion efforts give companies
quantitative and qualitative data they can use to plan future campaigns to target their ideal
consumers. From customer opinions left on product review sites to being able to gauge the
produce results.

95

number of people who click an online advertising effort, effective promotional efforts

Considerations

While promotion strategies are important to businesses and can help them introduce
their products and services into a market, there are considerations that marketers must factor
into their marketing plans. It's essential the businesses use the appropriate media to target
their consumers. With the advent of social marketing and other forms of online marketing,
promotional options extend beyond print, radio and television promotions. Businesses must
determine where their target market gets the majority of its information, including product
reviews and referrals.

BBA SEMSESTER IV
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Physical delivery chart

35

29

30

32

25

19

20
15

11

13

10

2
95

february

march

april

may

june

The above graph shows the delivery made during various months. We can see that the
sales have been progressing month by month

BBA SEMSESTER IV
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july

Chapter-

95

Marketing
challenges
as a new
dealer
BBA SEMSESTER IV
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Marketing challenges

Get recognition in the market- This is one of the biggest challenge faced
by KBS Motors. Being a new dealership, most of the people are not aware of it. Therefore
KBS should work on its promotion.

Lot of competitors- There are many automobile dealership in the city and
already an established co-dealer is present. Therefore KBS Motors should try to make itself
better than the others and try to provide those services which are not given by other
dealership.
Image of the product There is a misconception among the people about the
95

Tata vehicles that it is good only for commercial purpose. Therefore KBS Motors should take
the initiative and try to inform the people and promote their vehicles that it is equally good
for private use as well.

Concept about TATA cars-there is also a misconception among the people

that Tata Motors have good diesel vehicles only. Yes this is true that Tata Motors is pioneer at
making diesel vehicles but now they have also come up with good petrol running cars.

Unavailabity of vehicles in 2-3 and 3-4 lakh-again there is no cars

available in the range of 2-3 and 3-4 lakhs when compared to other automobile companies
where there are cars in different range. Nano is the only vehicle available with Tata.

Unavailability of heavy vehicles- KBS Motors deals with passenger

vehicles only when compared to its co-dealer which deals with all types of Tata vehicles.

BBA SEMSESTER IV
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Chapter-

6
95

KBS
Motors
finance &
insurance
BBA SEMSESTER IV
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FINANCE SERVICE
KBS Motors provides two types of finance:

PRIVATE FINANCE
o Tata Motors finance
o Mahindra & Mahindra finance

BANK FINANCE
o All banks
MORE ABOUT FINANCE Minimum income level of the individual taking the loan should be Rs 21,000 in case

95

of bank finance & Rs 15,000 in case of private finance

Should have own bank account
Interest rates differ from product to product
Tenure for the loan
in case of private finance is 3 years for commercial vehicles and 4 years for
private vehicles &
in case of bank finance the tenure is 5 years for commercial vehicles and 7
years for private vehicles
Finance up to 85% in case of private jobs and 90% in case of government jobs
In case of defaulting to pay the EMI for 4 consecutive months, intimation is given
Loan is provided depending on the payment track of the individual

INSURANCE SERVICE
BBA SEMSESTER IV
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 Insurance calculated based on Genysys Configurator calculator

Insurance coverage
package policy claims the following damages:
Own damage
Damage done by third party
Proposal form requires the following details:

95

Customer details
Financer details
Vehicle details
Claim format-in order to claim the insurance the following steps are done:
Photo of damaged vehicle is to be given.
Than the photo is sent to the insurance company.
FIR has to be filed about the damaged car.
Application has to be submitted by the owner of the damaged vehicle.
Survey is done by the insurance company for 2 weeks where a detail check is
done of each and every thing of the damaged vehicle.
Than the insurance is provided to the person.

BBA SEMSESTER IV
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Chapter-

7
95

Service of
KBS
Motors

BBA SEMSESTER IV
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FREE SERVICES AFTER DELIVERING THE VEHICLE

4 FREE SERVICES AFTER DELIVERY
1ST SERVICE-PDI(PRE-DELIVERY
INSPECTION)
2ND SERVICE- AFTER 1 MONTH
3RD SERVICE-AFTER 2 MONTHS

95

4TH SERVICE-AFTER 6 MONTHS

BBA SEMSESTER IV
SUMMER PROJECT 2

Chapter-

8
95

Tata Pixel

BBA SEMSESTER IV
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95

TATA PIXEL

Remember the bean-shaped Tata Pixel concept car or its predecessor the Megapixel? The
company unveiled the concept cars during the 2011 Geneva Motor Show.
Tata Pixel is a concept car for European cities. Based on the Nano platform, Pixel measures
under-three meters and can accommodate four adults.
When Pixel goes to the production stage, it is going to be the first four-seater for such a small
footprint and also the passenger car with the smallest turning radius.

BBA SEMSESTER IV
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That's because the Pixel does not use a conventional steering system. It crabs into parking
spots instead of steering into it.
It can move sideward into a parking space with the help of a technology called toroidal
traction-drive Infinitely Variable Transmission (IVT), which spins each wheel on the axle
giving it an unbelievable turnin Tata Motors Limited is one of the most prestigious automaker
of India, with over 5.9 million passenger and commercial vehicles plying across the country.
The manufacturer showcased an innovative concept car on Tata Nano platform, known as
Tata Pixel, at the Geneva Motor Show. It will be a new generation concept that measures just
over three metres in length and capacity of accommodating four passengers.
Zero turn toroidal traction-drive, powered by an advanced infinitely variable transmission
(IVT), is the unique selling point of this compact car. This highly efficient mechanism assists
95

in rotating the vehicle. The mechanism pulls outer rear wheel forward and pushes inner rear
wheel backwards. The doors of the car will also find many takers among those who value
innovation; its stylish diamond-shaped 'scissor' doors fold upwards and allow passengers to
move in and out easily.
It is expected that the car maker is developing the vehicle especially for European market.
Therefore, it boasts of an extended wheelbase, power steering, anti-lock braking, more weight
and relativity elegant exteriors and interiors. The car is being promoted as the most spacious
4-seater in the world and Tata Motors expects that it will become a popular city car in the Old
World. In India, this car is expected to be unveiled at the Auto Expo 2012, New Delhi and
launched by 2014.
Engines & Specifications of Tata Pixel
Tata Pixel is an innovative concept automobile, powered by an advanced 1.2 L three-cylinder
turbocharged diesel engine. Positioned at the rear of the vehicle, the 4-speed transmission
engine delivers phenomenal on-road performance. It boasts of a low-friction design, featuring
variable coolant, oil pump and rapid warm-up technologies. Owing to the engine, the car can
deliver 65 hp power at 5250 rpm and 48 Nm torque at 3000 rpm.
Performance of Tata Pixel
BBA SEMSESTER IV
SUMMER PROJECT 2

The performance-oriented Tata Pixel has phenomenal fuel efficiency of 29.4 kmpl, as per
European combined cycle (NEDC). This electric vehicle has reduced level of CO2 emissions
significantly, with emissions being measured at 89 g/km. Zero turn toroidal traction-drive
mechanism integrates with the vehicle to turn within 2.6 metres. Moreover, the car has
optimised aerodynamic drag, low rolling-resistance tyres, stop-start technology and
intelligent battery charging.
Exterior, Interior & Safety Features of Tata Pixel
The new generation concept has elegant exteriors, with forward sweeping roofline and
minimal front / rear overhangs being the highlights. Targeted at youth, its exteriors are styled
to appeal to the demographic. It boasts of large windshield and wide windows to ensure
excellent visibility.
95

The interiors of the car are elegant, well-finished and extremely spacious. However, the most
noticeable feature of Tata Pixel is My Tata Connect, a human-machine interface program
that will be integrated in this vehicle. This program allows synchronisation of electronic
gadgets with infotainment system of the car. It is user-friendly and integrated with all-in-one
touchscreen display. Besides serving as entertainment display, the screen provides
information such as car temperature, ventilation and air-conditioning settings.
Furthermore, several arrangements are present in the car to ensure the safety of occupants. In
order to ensure highest safety standards, the concept will feature anti-lock braking system,
safety airbags, electronic brake distribution and TCS.
Fact Sheet:

Make

Tata

Model

Pixel

Fuel Types

Diesel

Price

Rs 2.4 lakhs to Rs. 2.70 lakhs

BBA SEMSESTER IV
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Key

1.2

L three-cylinder

turbocharged

diesel

engine,

4-speed

Specification

transmission, 65 hp power at 5250 rpm, 48 Nm torque at 3000 rpm,

89 g/km CO2emission, 2.6 m turning radius

Another catchy design feature that generated interest during the auto show, is the 'scissor'
doors that rotate upwards for passenger to move in and out effortlessly.
Tata's UK engineering team, headed by Nick Fell, have improved the technology since it was

95

first unveiled at the Geneva Motor Show, and patented it.

Auto Express got an exclusive drive and they've published all details on their website.

The "zero turn" technology will work below a certain speed. The car hinges on the centre of
the rear axle and the car moonwalks into a tight parking space.
To lock the inner wheels, Tata Motors is working on an extra functional ABS system instead
of the costly Torotrak system. This will help to bring down the cost of the city car.
Tata will have road-going models with this technology ready by the end of this year.

BBA SEMSESTER IV
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Chapter-

9
95

Manufactu
ring of
TATA
vehicles
BBA SEMSESTER IV
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95

BBA SEMSESTER IV
SUMMER PROJECT 2

MANUFACTURING
Tata Motors owes its leading position in the Indian automobile industry to its strong focus on
95

indigenisation. This focus has driven the Company to set up world-class manufacturing units
with state-of-the-art technology. Every stage of product evolution-design, development,
manufacturing, assembly and quality control, is carried out meticulously. Our manufacturing
plants are situated at Jamshedpur in the East, Pune and Sanand in the West and Lucknow and
Pantnagar in the North.
JAMSHEDPUR
The Jamshedpur facility, Tata Motors' first, was established in 1945 to manufacture steam
locomotives. It led the company's foray into commercial vehicles in 1954. It has been
modernized through the decades, with a particularly intense scale in the last 10 years and has
led the company's evolution into a manufacturer of global repute.
This world-class facility is equipped with:

State-of-the-art equipment and assembly lines to produce a truck every 5 minutes

Over 200 models, ranging from multi-axle trucks, tractor-trailers, tippers, mixers and
special application vehicles, catering to civilian and defence requirements

3D visualisation of new models

BBA SEMSESTER IV
SUMMER PROJECT 2

Engine assembly shop, capable of supplying up to 200 engines per day

Modern testing facilities

PUNE
The Pune unit is spread over two geographical regions- Pimpri (800 acres) and
Chinchwad (130 acres). It was established in 1966 and has a Production Engineering
Division, which has one of the most versatile tool making facilities in the Indian subcontinent. It houses a Vehicle manufacturing complex which is one of the most integrated
automotive manufacturing centres in the Country producing a large variety of individual
items and aggregates. It is engaged in the design and manufacture of sophisticated press
tools, jigs, fixtures, gauges, metal pattern and special tools, as well as models for the
95

development of new ranges of automobile products. Its capabilities have enabled Tata
Motors to introduce new products and improve existing ones without resorting to imports
of dies or fixtures.

LUCKNOW
Tata Motors Lucknow (TML-Lucknow) is an important production facility of Tata Motors
Limited, which was established in 1992 to meet the growing demand for Commercial
Vehicles in the Indian market.
The major facilities at the plant comprise of:

Vehicle Factory - Assembly Plant for Trucks and Bus Chassis

Integral Bus Factory - Assembly Plant for Module Buses catering to the needs of Tata
Marcopolo Motors Limited and FBV operations

Transmission Factory - Gear Parts, Crown wheel & Pinion and Heat Treatment
facility

Production Engineering Shop catering to the tool design and manufacturing needs

BBA SEMSESTER IV
SUMMER PROJECT 2

A well established Training Centre through which around 500 apprentices are trained
in various trades.

Engineering Research Centre with specific focus on buses, including a Digital

prototyping lab, use of PLM software etc.

Service Training Centre providing training to drivers and technicians of the STU's.

RECON Factory (for Reconditioning Business)

The satellite plant of TMML which caters to the Hi-end buses for the Northern
Market.
State of the art facilities like the Paint Shop, BIW Shop and the TCF factory with
automated lines have been benchmarked with the best in the world.

95

PANTNAGAR
The Company has set up a plant for its mini-truck Ace and the passenger carrier
Magic (based on the Ace platform) at Pantnagar in Uttarakhand. The plant began
commercial production in August 2007. This is the company's fourth plant, after
Jamshedpur (commercial vehicles), Pune (commercial vehicles and passenger
vehicles) and Lucknow (commercial vehicles). The plant is spread over 953 acres, of

which 337 acres is occupied by the vendor park.

State-of-the-art facilities include weld shops, paint shops, engine and gear box shops
and assembly lines. The Company has invested over Rs.1000 crores in the plant.
Vendors for the vehicle have made additional investments to set up their plants in the
vendor park adjoining the plant. The operation has generated about 7500 direct and
indirect jobs in the plant, among vendors and service providers in the area.

SANAND
Tata Motors' plant for the Tata Nano at Sanand, in Ahmedabad district of Gujarat,
marks the culmination of the Companys goal of making the Tata Nano available to
hundreds of thousands of families, desirous of the car a safe, affordable and
environmental friendly mode of transport. The capacity of the plant, to begin with,

BBA SEMSESTER IV
SUMMER PROJECT 2

will be 250,000 cars per year to be achieved in phases, and with some balancing is
expandable up to 350,000 cars per year. Provision for further capacity expansion has

also been incorporated in this location.

Built in a record time of 14 months starting November 2008, the integrated facility
comprises Tata Motors own plant, spread over 725 acres, and an adjacent vendor
park, spread over 375 acres, to house key component manufacturers for the Tata

Nano.
In line with latest world-class manufacturing practices, the Tata Nano plant has been
equipped with state-of-the-art equipment. They include sophisticated robotics and
high speed production lines. Conscious of the critical need of environment protection,
the plant has energy-efficient motors, variable frequency drives, and systems to
measure and monitor carbon levels. These are supplemented with extensive tree
recharging and harnessing solar energy for illumination.

95

plantation, sustainable water sourcing through water harvesting and ground water

DHARWAD
Tata Motors' Dharwad Plant, Located on the Pune- Bangalore highway around 425
km northwest from Bengaluru, became operational on "Founders Day" 3rd March
2012. This is the latest green field project by Tata Motors being commissioned for
production of Ace Zip. Dharwad plant in a record time rolled out 15,000 Ace Zip's in

first year of operations.

In line with world-class manufacturing practices Dharwad Plant has installed most
advanced technology which includes robotics, automated line with Automated Guided
Vehicles and ultramodern manufacturing systems and practices. The Plant has a high
capacity paint shop which brings perfect harmony between plant and conveyor

equipment with RoDip technology.

Dharwad is a quiet and pleasant city is continuously growing and a promising beehive
for commercial activities. Plant is spread over an area of 400 Acres. It has an installed
capacity of 90,000 vehicles annually. Dharwad Plant is the one of the first plant in
automobile industry to obtain Platinum Rating by Indian Green Building Council and
it also holds the ISO 14001 and ISO 50001 Certification for Environment
Management System and Energy Management System respectively. Dharwad Plant
was awarded with State Level Safety Award' for development, implementation and
practicing of sustainable safety culture in its location.

BBA SEMSESTER IV
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The plant within a short period of time, has indulged itself in number of initiatives
like Green-Drives (with sapling plantation/donation campaign, Rain Water
Harvesting, Eco-friendly processes, use of wind energy) Blood Donation Drive,
Health & Education Camps in surrounding communities, innovative employee

95

engagement and communication activities.

BBA SEMSESTER IV
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Chapter-

10

RIES

95

SUBSIDIA

BBA SEMSESTER IV
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Websites

Jaguar Land Rover

www.jaguar.com,

Tata Daewoo Commercial Vehicle Company Ltd. (TDCV)

www.landrover.com
www.tata-daewoo.com

Tata Marcopolo Motors Ltd. (TMML)

Tata Hispano Motors Carrocera S. A.
Tata Motors (Thailand) Limited (TMTL)
Tata Motors (SA) (Proprietary) Ltd (TMSA)
TML Drivelines Limited
Tata Hitachi Construction Machinery Company Limited

95

Subsidiaries

www.tatahispano.com
www.tatamotors.co.th

www.telcon.co.in

TAL Manufacturing Solutions Ltd. (TAL)

Tata Motors European Technical Centre plc. (TMETC)

www.tal.co.in

Tata Technologies Ltd. (TTL)

www.tatatechnologies.
com

TML Distribution Company Limited (TDCL)

Concorde Motors (India) Ltd. (Concorde)
Tata Motors Finance Limited
www.tmf.co.in
Tata Motors Insurance Broking & Advisory Services Ltd
(TMIBASL)
TML Holdings Pte. Ltd. (TML)
Sheba Properties Ltd. (Sheba)
PT Tata Motors Indonesia
Trilix S.r.l.
Tata Precision Industries Pte. Ltd.
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Chapter-

11

Tata & Jaguar

95

& Land Rover

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Jaguar

Land

Rover

Automotive PLC is a
Type

British multinational aut

Public limited company

o
Industry

Automotive

Founded

2008

Headquarters

Whitley, Coventry, United Kingdom

motive

company

headquartered
in Whitley,

United Kingdom. It is a wholly owned subsidiary of

the Indian Tata Motors group, itself a subsidiary of
the Tata

Products

Group. Its

principal

activity

the

Cyrus P. Mistry(Chairman)

development, manufacture and sale of vehicles

Dr Ralf Speth (CEO)

bearing Jaguar and Land

Automobiles

Revenue

15.784 billion (2013)

Operating income

2.402 billion (2013)

Net income

1.215 billion (2013)

Employees

25,000 (2012)

Parent

Tata Motors

Subsidiaries

Jaguar Cars

Rover,

including Range

Rover, marques. Tata Motors is now in the luxury car

and truck businessfinallywith a signed agreement
to buy the Ford Motor Companys Jaguar and Land
Rover

brands

for

$2.3

Land Rover
Chery Jaguar Land Rover (50%)
Jaguar Land Rover India

Website

is

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Key people

Coventry,

www.jaguarlandrover.com

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billion.

Current Jaguar products

Jaguar XF executive car

Jaguar F-Type sports car

Jaguar XK grand tourer

Jaguar XJ luxury car

95

Current Land Rover products

Land Rover Defender off-road vehicle

Land Rover Freelander compact SUV

Land Rover Discovery mid-size SUV

Range Rover Evoque compact SUV

Range Rover Sport mid-size SUV

Range Rover full-size SUV

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Chapter-

12

95

APPROAC

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APPROACH
True to the tradition of the Tata Group, Tata Motors is committed in letter and spirit to
Corporate Social Responsibility. It is a signatory to the United Nations Global Compact, and
95

is engaged in community and social initiatives on labour and environment standards in

compliance with the principles of the Global Compact. In accordance with this, it plays an
active role in community development, serving rural communities adjacent to its
manufacturing locations.
Tata Motors believes in technology for tomorrow. Our products stand testimony to this. Our
annual expenditure on R&D is approximately 2% of our turnover. We have also set up two inhouse Engineering Research Centres that house India's only Certified Crash Test Facility. We
ensure that our products are environmentally sound in a variety of ways. These include
reducing hazardous materials in vehicle components, developing extended life lubricants,
fluids and using ozone-friendly refrigerants. Tata Motors has been making conscious effort in
the implementation of several environmentally sensitive technologies in manufacturing
processes. The Company uses some of the world's most advanced equipment for emission
check and control

Tata Motors concern is manifested by a dual approach

1. Reduction of environmental pollution and regular pollution control drives
2. Restoration of ecological balance.
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Our endeavours towards environment protection are soil and water conservation programmes
and extensive tree plantation drives. Tata Motors is committed to restoring and preserving
environmental balance, by reducing waste and pollutants, conserving resources and recycling
materials.
Reducing Pollution
Tata Motors has been at the forefront of the Indian automobile industry's anti-pollution efforts
by introducing cleaner engines. It is the first Indian Company to introduce vehicles with Euro
norms well ahead of the mandated dates. Tata Motors' joint venture with Cummins Engine
Company, USA, in 1992, was a pioneering effort to introduce emission control technology
for India. Over the years, Tata Motors has also made investments in setting up of an advanced
emission-testing laboratory.

95

With the intention of protecting the environment, Tata Motors has upgraded the performance
of its entire range of four and six cylinder engines to meet international emission standards.
This has been accomplished with the help of world-renowned engine consultants like Ricardo
and AVL. These engines are used in Tata Motors vehicles in the Indian market, as well as in
over 70 export markets.
Tata Motors is constantly working towards developing alternative fuel engine technologies. It
has manufactured CNG version of buses and followed it up with a CNG version of its
passenger car, the Indica.
Restoring Ecological Balance
Tata Motors has set up effluent treatment facilities in its plants, to avoid release of polluted
water into the ecosystem. In Pune, the treated water is conserved in lakes attracting various
species of birds from around the world thus turning the space into a green belt. Tree
plantation programmes involving villagers and Tata Motors employees, have turned acres of
barren village green. Tata Motors has planted as many as 80,000 trees in the works and the
township and more than 2.4 million trees have been planted in Jamshedpur region. Over half
a million trees have been planted in the Pune region. Tata Motors has directed all its suppliers
to package their products in alternate material instead of wood.
.
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13

Resource

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Chapter-

Sustainability

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Resource Sustainability: ELV Treatment & Recycling

India is a recycling society with many people making value out of the recovery of waste
materials discarded from products at the end of their useful life. However, Europe and some
other export markets have recognised that they have become a 'throwaway' society in recent
collect and recycle valuable resource rather than it ending up in landfill.

95

decades, and are now introducing waste prevention regimes in different industry sectors to

For the Automotive sector, regulators point responsibility for this issue to vehicle producers
and operators in the scrap car recovery industry. In Europe the scrap car issue is driven by the
End-of-Life Vehicle (ELV) Directive which sets dismantler standards to safely drain and
recycle fluids as part of vehicle disposal; and sets targets to recover metal and non-metallic
material such that a maximum of 5% of the vehicle weight becomes waste to landfill. Similar
regulations have been introduced in Japan and Korea, and the Indian Government is also
developing a similar regime in anticipation of many more old cars being scrapped in future.
Tata Motors has taken these responsibilities seriously and already meets EU product design
requirements such as: compliance to ELV heavy metals and other hazardous substance
restrictions; and material code marking of plastic and rubber parts to aid economic recycling
towards targets.
A major issue for India is the lack of a specialised scrap car collection, treatment, dismantling
and recovery infrastructure. Europe has had a century to develop their scrap car industry
network but in the year 2000 still required the ELV Directive to make operator standards
provide environmentally sound treatment, recycling and disposal of cars. Tata Motors is

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participating in Government consultations to ensure the Indian scrap car infrastructure is

developed to meet sensible environmental standards from the outset.

Chapter-

14
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POLICIES

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POLICIES

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Chapter-

15
95

MILESTO
NE
2013
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MLESTONE-2013
It has been a long and accelerated journey for Tata Motors, India's leading
95

automobile manufacturer. Presented below is a list of some of the significant

milestones in the Company's journey towards excellence and leadership.

Tata Nano becomes the first Auto Brand in India to cross 3

million fans on Facebook

The Tata Indigo eCS enters Limca Book of Records

Tata Motors' Jamshedpur plant rolls out its two millionth truck
Tata Nano offered industry first phenomenon - Swipe your credit
card and drive home a Nano

Tata Motors launches the world-class range of Tata PRIMA

trucks in Sri Lanka

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Chapter-

16

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SWOT

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NANO, the world's cheapest car presently is the biggest strength of TATA
Motors
Main concern of KBS is not only customer satisfaction but also customer
delight which again proves to be strength for the company as it helps them in
retaining their customers

Usage of TATA vehicles for commercial use by the people

is strength for the company.
The suspension of TATA vehicles is excellent.
Organising the events in diferent areas of the city is also
a strength as it helps the people from diferent corners to
know about KBS

Team work in KBS is a strength for the firm.

Better servicing of KBS when compared to its co-dealer is
again strength for the firm.

People have a
misconception
that TATA vehicles
are meant only
for commercial
use.

Unavailability of
vehicles in the
range of 2-3 lakh,
3-4 lakh and 4-5
lakh when
compared to
other automobile
dealers.
95

Being a new
dealership is one
of the
weaknesses for
KBS Motors as
most of the
people are
unaware of it.

KBS Motors doesnt deal with heavy

vehicles.

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Being a new dealership, it has the opportunity to capture

the market
and prove
itself betterto
than
its co-dealer.
KBS
has the
opportunity
capture
the
commercial
market
in
the
city.
The marketing of KBS can help the firm in attracting the

95

people
for buying
its can
vehicles.
The firm by giving
better
servicing
also help in getting
the customers.

Misconception
among the
people about
Prices of KBS
the
cars is slightly
more when
performance
compared to its
of the TATA
co-dealer.
vehicles that it
is not up to
the mark.

High
competition
among the
diferent
automobile
dealership in
the city.
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17

ANALYSIS
95

&
INTERPRETATI
ON

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1.1 OCCUPATION

15%
business

5%

public sector

private sector

others

50%

95

30%

From the above chart, we can see that 50% of the people having Tata vehicles belong to
the business sector. It shows that Tata vehicles are mostly preferred by the business
persons. 30% of the people are from the public sector. People working in the public
sector usually are provided the vehicles from the government. 15% of the people belong
to the private sector and 5% are from some other occupation.

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1.2 INCOME LEVEL

25%

less than 1 lakh

15%

1-3 lakh

more than 3 lakh

95

60%

The above graph tells us that most of the people having Tata cars fall in the income level
lying between 1-3 lakh per annum. 25% of the people annual income is more than 3
lakh and 15% of the people annual income is less than 1 lakh.

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1.3 MODEL of the vehicle

Nano

Sumo

6% 4% 12%
10%
Indica
Indigo
Manza

Safari

Vista

10%

95

16%

42%

We can see from the above diagram that 42% of the people have SUMO. In most of the
cases people buy sumo for commercial purpose. 16% of them have Indica which is again
mostly preferred for commercial purpose when compared to private use.10% of the
people have indigo and again 10% have manza. They are used for both private and
commercial purpose. 6% of the people have safari and 4% of them has vista. 12% of the
people have nano. As nano is a small car so it is mostly preferred for the family having
3-4 members and is usually used for private use.

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28%

COMMERCIAL USE

PRIVATE USE

95

72%

The above graph tells us that Tata vehicles are usually preferred for commercial use.
Only 28% of the people use Tata cars for private use. We can conclude that the
performance of Tata vehicles is very good. Again we can also say that Tata Motors have
good diesel vehicles.

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1.5 DISTANCE TRAVELLED ON A DAILY BASIS

18%
LESS THAN 30 Kms 30-70 Kms MORE THAN 70 Kms

15%

95

68%

The above pie chart shows that people having Tata vehicle usually travel more than
70km on a daily basis. 17% of them travel less than 30km and 15% of the people travel
between 30-70 km every day.

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1.6 Factors influencing buying decision

13%
AFFORDIBILTY

21%

PERFORMANCE
13%

STYLE

OTHERS

95

53%

From the above graph we can see that 53% of the people are influenced by the
performance of the Tata vehicles. 21% of the people look for affordability and then
accordingly make their decision. 13% of the people are influenced with the style and
look of the vehicle.

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11%
27%
KBS Motors

MODRINA

OTHERS

95

61%

The above graph shows that approximately 62% of the customers have bought their vehicles
from MODRINA. As it is the oldest TATA dealership in the city. Whereas 11% of people
bought from KBS motors as it is a new dealership and the rest 27% bought from other
dealership.

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12%
15%
Advertisement friends / relatives sales representative

29%

95

others

44%

The above graph represents how people came to know about the dealership from where
they bought their vehicles. 12% through advertisement, 44% from their friends and
relatives, 29% through direct contact of the customers representative and the rest 15%
through other type of promotional techniques.

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3%

10%

38%
State Bank of India

Mahindra finance

13%
Tata Finance

self finance

others

95

38%

The above graph represents that 2% of the people have finance their vehicles from State Bank
of India , whereas 10% through Mahindra finance, 12% from Tata finance, 38% go for selffinance and 38% from other financial institute. Thus it can be concluded that most of the
people go for self-finance as it is convenient for them rather than financing from financial
institution.

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24%

yes

No

95

76%

The above graph shows that approximately 24% of the customers have experienced defect in
their vehicle before the warranty period. Such defects include vibration of the engine, sudden
breakdown, etc. Whereas the rest 76% have not experience any defects.

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1.11 Where do you take your car for servicing

10%
KBS servicing centre

20%

Modrina

Local garages

others

30%

95

40%

The above graph represents as where to the customers take their car for servicing.
During our field survey we have found out that approximately 40% of the customers
goes to Modrina servicing centre , 30% goes for servicing to the local garages, 20%
prefer KBS servicing centre and the rest 10% goes to some other service stations.

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1.12 Rate your satisfaction level: please tick the appropriate option.
60
50
40

PARAMETERS

EXCELLENT

GOOD

AVERAGE

BAD

WORST

30
20
10

95

The above graph represents the parameters rated by the customers as per their
satisfaction level:
1)
2)
3)
4)
5)
6)

Servicing centre
Service provided
Customers handling
Customer advisor's interaction
Product delivery
Features of the car

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Chapter-

18
95

Findings
&

Recommendat
ions

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FINDINGS
Independent dealership
Price difference
Do not deal with heavy vehicles
Distance of the Service center from the showroom
Strength of the firm is 120

95

Canteen still under construction

Still working on promotion
Special attention given to customers
Proper cleanliness maintained
Financial tie ups with Mahindra finance, TMF, all banks
Exchange deals with other than Tata cars also
Not enough parking space
Only one service center

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BBA SEMSESTER IV
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RECOMMENDATIONS

Should work on promotion

Introduce heavy vehicles

95

Increase parking space

Try to extend the service station

Try to provide Venture, Winger

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Chapter-

19
95

Conclusions

In this Project we have provided various kinds of information facts and figures about KBS
Tata Motors. We have given information about the history of TATA MOTORS, KBS
MOTORS. We gave some information about the various networks of Tata, also discussing
BBA SEMSESTER IV
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about the sales and profits earned by the company, various models of Tata launched in India
and the models presently being sold at KBS motors. We have also tried to highlight the
marketing challenges faced by the company. SWOT on the KBS MOTORS showroom is also
provided in order to clearly give a view about the company and shows and creates an
immediate image of the company. We discussed about the sales and the different strategies
followed by the company in order to be superior when compared to the other showrooms in
the town. We also tried to find out the collective workings of the employees of the
organization and the way the employees are working as a team complementing each other
with skills, efficiency and effectiveness. We tried to find out the insecurity and unease that
may arise in the minds of the customers after buying a car from TATA and a question which
may arise in the minds of the customers that, Was the deal of buying a car from TATA worth
the amount the customers paid? We prepared a questionnaire for the TATA customers with a
95

sample size of hundred questionnaires for the customers who already own a TATA car in the
Shillong city. We tried to cover up all the necessary aspects related to the showroom and tried
to explain all the necessary things which came up from the data collected through the
questionnaires. We have worked as sales personnels in the showroom and had a great
experience of actual work done in an automobile company. In this project we tried to find out
how the sales in a company is carried out and also to know the marketing challenges it faced
in order to survive the competition in the city. We have also done a brief study on NANO as it
is presently the cheapest car and affordable by a middle class family. We have also mentioned
about the different steps taken by TATA for resource sustainability and the milestone it has
achieved. We have also tried to cover the services provided by KBS Motors.

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20
Annexur
e -1

95

Chapter-

BBA SEMSESTER IV
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Project proposal
A study on the sales and marketing challenges with reference to KBS Tata
Motors
Introduction to the study
The Role of Automobile Industry in India GDP has been phenomenon. The Automobile
Industry is one of the fastest growing sectors in India. Gone are the days when a car was a big
deal for a family to have. Nowadays with the help of various financial institution, it has
become easier for an individual to get a vehicle according to his convinience. Today is an
exciting time to be a part of the automobile industry, even though the demands on the
business have never been greater. Customer expectations of vehicle quality, reliability, safety,
95

and utility are at an all-time high. At the same time, worldwide overcapacity has put pressure
on the industry to maintain, and even reduce, vehicle price. The automotive industry is an
important global driver of growth, income, employment, and innovation. The automobile
enables a degree of flexibility and mobility that was undreamed of a century ago.
Consequently, the automotive sector and therefore our company as well impacts global
economic activity in a variety of ways. The main focus of our project is to study on the sales
and marketing challenges of KBS Tata Motors.

MARKETING
Marketing is more important as it relates to consumer and their needs, whatever may be the
objectives of business, the main in which it has to concentrate will be marketing. Business
today, concentrating on marketing is found to be fairly successful though success depends on
many other factors. The purchase decision being an essence is an important aspect of
marketing. Consumers are liable for influence under different environment

OBJECTIVES
1)
2)
3)
4)
5)
6)

To study the importance of training ,teamwork and co-ordination in a sales team.

To gather knowledge on sales and distribution management of Tata vehicles.
To study the various challenges faced by KBS Tata Motors.
To study the service provided by KBS Tata motors.
To gather information about the various passenger cars.
To study in detail about NANO , INDICA & ARIA.

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LIMITATIONS:1. The study is restricted to just one showroom.

2. The sample size is relatively small and is drawn from a specific
geographical region.
3. Lack of proper knowledge to fill up the questionnaires.

BENEFITS OF THE STUDY:1. Get to know more about the working of automobile industry.
2. Experience of working in the company as professionals.
3. Making us more comfortable in talking to the people.

95

4. Gain self-confidence.

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21
Annexur
95

Chapter-

e -2

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FIELD SURVEY QUESTIONNAIRE

We would be grateful if you could spare a few minutes to complete this Customer
Satisfaction Questionnaire to help us ensure that our standard of customer care exceeds
expectations wherever possible.
Name: .
Contact No.: ..
Email id:
Address:
A) Occupation: 1) business
others
B) Income level (p.a):
more than 3 lakh

2) public sector

1) less than 1 lakh

2) 1-3 lakh

4)

3)

95

Details of the vehicle:

C) Model: 1) Sumo

3) private sector

2) Indica

3) Nano

4) others:

D) Age of vehicle: .
E) Purpose of the vehicle: 1) commercial use

2) private use

F) Distance travelled on daily basis:

70kms
3) more than 70kms

2) 30kms-

1) less than 30kms

G) Which factors influence your buying decision?

1) Afordable
other: .

2) performance

3) style

H) From which dealership did you buy the vehicle?

1) KBS TATA MOTORS
..

2) MODRINA

3) others:

I) how did you come to know about the dealership?

1) Advertisement
2) Friends/Relatives
representative
4) others:

3) Sales

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4)

J) From where did you take the finance for the vehicle?
1) State Bank of India
4) others:

2) Mahindra finance

3) Self-finance

K) Did your car experience any defect before warranty period?

1) YES

2) NO

PARAMETERS

Excelle
nt

Good

Avera
ge

Bad

Wors
t

CONVIENIENCE OF THE SERVICING

CENTRE
SERVICE PROVIDED
CUSTOMERS HANDLING
CUSTOMERS ADVISORS
INTERACTION
PRODUCT DELIVERY
FEATURES OF THE CAR

1) KBS Servicing Centre

others

95

L) Where do you take your car for servicing?

2) Modrina

M) Rate your satisfaction level: please tick (

) the appropriate option

N) Would you recommend the KBS TATA showroom to your friend/relatives?

1) YES

2) NO

O) Your remark/suggestion for KBS TATA MOTORS:

Your suggestions will be valued greatly.

Thank you
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22
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Chapter-

Bibliogra
phy

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95

www.tatamotors.in
Information from the dealership

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