DECLARATION

I undersigned Manvar Nilesh R. Student of T.Y.B.B.A.. Here by declare that the project report work presented in this report is my own work and has been carried out under the supervision of Lr Nirav S. Joshi of geetanjali college of computer science & commerce (BBA).Affiliated to saurashtra university Rajkot. This work has not been previously submitted to any other university or any institution for examination or any other purpose. Date: Place: Rajkot.

Signature. (Manvar Nilesh R.)

PREFACE
Now a days the important of industries is increased in the developing Indian economy industries demand for management person who are able to manage & develop the industry in success way. BBA is that type of management course which prepares the efficient administrator required by the industries. BBA is different from other graduation course. Student are required to do on project report on any organization due to this aspect each student gets a practical knowledge I selected TATA MOTORS of this report. This work expanded my boundaries of thinking about implication of the theoretical knowledge in the practical field.

ACKNOWLEDGEMENT
In the liberalization are of Indian economy. Indian industries have gone rapid change with the increased technological improvement. Indian industries has become capable of competing the multinationals First of all I forward my acknowledgement to Mr. Ashokbhai Manvar & Mr. Rameshbhai Manvar of K.D. kitchenware for granting me this opportunity to undergo practical training and allowing preparing report in this company. I am also thankful to staff of Jai Ganesh for their kind co-operation and good response. Next I express my sincere thanks to. Mr. Shailesh M. Jani the director of Geetanjali college Rajkot who has premitting me to go for visit. I am very thankful to Mr. Nirav S. Joshi, the lecturer of Geetanjali College of Computer Science & Commerce (BBA) who has been the source of inspiration for this report.

INDEX
1. 2. 3. 4. 5. 6. 7. 8. PROJECT AT GLANCE GENERAL INFORMATION MARKETING DEPARTMENT ADVERTISEMENT MANAGEMENT SURVEY DEALERS INFORMATION CONCLUSION BIBLIOGRAPHY

PROJECT AT GLANCE
Name of units: Office address: TATA MOTORS xyz

Corporate office:

Bombay House, 24, Homi ModyStreet, Mumbai 400001, India. 1945 Large scale industry. xyz www. tata motors.com xyz xyz xyz

Establishment year: Size of the organization: Form of organization: Web site: No. of Dealers: No. service center: Product line:

GENERAL INFORMATION
5

1. 2. 3. 4. 5. 6. 7. 8. 9. 10 .

INTRODUCTION HISTRY & DEVELOPMENT PROMOTER & OTHER INFORMATION SIZE OF UNIT & TYPE OF ORGANITION PRODUCT OF THE COMPANY RESEARCH AND DEVELOPMENT MANUFACTURING LOCATION ASSOCIATES AWARDS POLLUTION MATTERS

INTRODUCTION
Marketing is often dynamic challenging and rewarding. It can be also frustrating and even disappointing. But it is never dull. It is the part of organization. Where the rubber meets road- the place when an organizations ideas planning and executing are given the avoid test of market acceptance or rejection. Marketing job is to convert essential needs in to profitable opportunities marketing consist of all activities by which a company adopts it self to its environment relatively and profitability. Before few years ago there was no need for marketing because there was no competition in market and so as compared to supply of product there was more advertisement so there was no used of marketing the products. Marketing is the process of planning, executing, the competition, pricing, promotion and distribution of ideas, goods and services to create exchange that satisfy individuals and organization goals. According to Philip Kottler Marketing management includes management of demand, promotion, price and place new means distribution channel management etc. promotion include advertisement, publicity, sales promotion and personnel selling etc. price includes strategies of product, place include management of distributions network its cost its effectiveness advertise efficiency etc.
7

In todays era at each and every step any sale of business needs marketing tools for marketing their business fresh and smooth as well as under providing business life cycle. In todays consumer marketing serves as a doctor for patient.

HISTORY AND DEVELOPMENT

Growth of tata motors, we have now entered into the world of 21st century. This new century has put before us many new challenges which we have to readily accept. It has also created many innovations, which might have been unimaginable of unbelievable for people with the changed.

Established in 1945, Tata Motors is India's largest automobile company, with revenues of Rs 24,000 crore (USD 5.5 billion) in 2005-06. The company began manufacturing commercial vehicles in 1954 with a 15year collaboration agreement with Daimler Benz of Germany. It is the leader by far in commercial vehicles in each segment, and the second-largest in the passenger vehicles market with winning products in the compact, midsize and utility vehicle segments. The company is the world's fifth-largest medium and heavy commercial vehicle The Companys 22,000 employees are guided by the vision to be best in the manner in which we operate, best in the products we deliver, and best in our value system and ethics.

PROMOTER AND OTHER INFORMATION

Board of Directors: Mr. Ratan N Tata (Chairman) Mr. N A Soonawala Dr. J J Irani Mr. V R Mehta Mr. R Gopalakrishnan Mr. Nusli N Wadia Mr. S A Naik Mr. S M Palia Mr. Ravi Kant Mr. P P Kadle M.D. of the company: Mr. Ravi kant Banker: Auditors: Registered office (working division).. Major production center:.

10

SIZE OF UNIT AND TYPE OF ORGANISATION

SIZE OF UNITE: Tata Motors Ltd. investment is Rs 24,000 crore (USD 5.5 billion) so we can say that it is large-scale industry.

TYPE OF ORGANIZATION: Tata Motors Ltd. is a Public Limited Company.

11

PRODUCT OF THE COMPANY

The product is the most important converser by which any firm can prove its efficiency and inspection of quality. Product is a symbol of the business firm. It is center point around which all the activities of the business i.e. marketing, finance, production etc. are woven without a product nothing to sell, nothing to price and nothing to run business. Product is an engine of vehicle of the company for providing consumer satisfaction. Tata Motors' product range covers passenger cars, multi-utility vehicles as well as light, medium and heavy commercial vehicles for goods and passenger transport. Seven out of 10 medium and heavy commercial vehicles in India bear the trusted Tata mark. The company developed India's first indigenously developed light commercial vehicle, India's first sports utility vehicle and, in 1998, the Tata Indica India's first indigenously manufactured passenger car. Within two years of launch, Tata Indica became India's largest selling car in its segment.

12

RESEARCH AND DEVELOPMENT

Tata Motors invests approximately up to 2 per cent of its annual turnover on research and development, with an emphasis on new product / aggregates development and technology upgradation. Its Engineering Research Centre in Pune employs over 1,400 scientists and engineers and has India's only certified crash-test facility and hemianechoic chamber for testing of noice and vibration. The company also draws on the resources of leading international design and styling houses like the Institute of Development in Automotive Engineering, SPA, Italy, and Stile Bertoni, Italy. The company has also been implementing several environmentally sensitive technologies in manufacturing processes and uses some of the world's most advanced equipment for emission checking and control.

13

MANUFACTURING LOCATION
Tata Motors owes its leading position in the Indian automobile industry to its strong focus on indigenization. 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 in the West and Lucknow in the North. Location: Tata Motors has manufacturing plants at Jamshedpur (eastern India) established in 1945 and is spread over an area of 822 acres, Pune (west) established in 1966 area of around 510 acres, and Lucknow (north) Plant was established in 1995, as well as a nation-wide sales, service and spare parts network focused on providing users with easy-access service solutions.

14

ASSOCIATES
Over the years, Tata Motors has made substantial investments in building companies that add value, facilitate and support its diverse range of business activities. Telco Construction Equipment Co. Ltd. (Telcon) Tata Technologies Ltd. (TTL) and Tata Technologies Ltd., USA (TTUS) HV Axles Ltd. (HVAL) HV Transmissions Ltd. (HVTL) TAL Manufacturing Solutions Ltd. (TAL) Sheba Properties Ltd. (Sheba) Concorde Motors (India) Ltd. (Concorde) [formerly known as Minicar (India) Ltd.] Tata Daewoo Commercial Vehicle Company Ltd (TDWCV) Tata Motors Insurance Services Ltd. (TMISL) [formerly known as Concorde Motors Ltd.] Tata Motors European Technical Centre plc

15

AWARDS
Tata Motors chosen as India's Most Trusted Brand in Cars... Business Today selects Mr. P.P. Kadle as India's Best CFO in 2005... Pune Foundry Division bags prestigious Green Foundry Award... Tata Motors is 'Commercial Vehicle Manufacturer of the Year'... ACE bags 'Best Commercial Vehicle Design' at the BBC-Top Gear Awards.... Jamshedpur bags National Energy Conservation Award for the fourth consecutive ye... Tata Motors bags the prestigious' CII-EXIM Bank award' for business excellence... Tata Motors receives JRD QV awards for Business Excellence... 'Car Maker of the Year' Award for Tata Motors... Tata Motors is 'Commercial Vehicle Manufacturer of the Year'... TNS Voice of the Customer Award for Indica Diesel... ?CFO of the Year Award 2004? awarded to Mr Praveen P Kadle, Executive Director ?... Tata Motors wins the prestigious 'Corporate Platinum' Award at the India Manuf...
16

Tata Motors wins 'Golden Peacock Award' for Corporate Social Responsibility... Tata Motors CVBU Pune wins National Energy Award... Tata Motors - Jamshedpur wins ?Energy Efficient Unit Award?... Tata Motors wins the first CSIR Diamond Jubilee Technology Award... Tata Motors Training Division Wins ?Golden Peacock National Training Award 2004?... Tata Motors Jamshedpur & Lucknow win awards... TATA MOTORS CASE STUDY WINS FIRST PRIZE IN IIIE PRODUCTIVITY CONTEST... TATA MOTORS WINS AWARD FOR FAIR BUSINESS PRACTICES... Tata Indica and Tata Safari EXi win awards... Tata Motors-Car plant gets two ISO certifications... Tata Motors bags awards at 14th National Convention of INSAAN... Indica and Safari win accolades... TATA MOTORS PUNE AWARDED SECOND PLACE IN NATIONAL LEVEL COMPETITION IN ENERGY CO... Tata Motors Receives "India's Best Employer" Award From The Employe... Tata Motors, CVBU, Pune has won the prestigious Handa Golden Key award institute...
17

CVBU RECEIVES COMMENDATION CERTIFICATE FOR 'STRONG COMMITMENT TO TQM'... Tata Motors team wins The Runners Up Position at The Asian Business Simulation C... THE PRESTIGIOUS BALANCED SCORECARD COLLABORATIVE HALL OF FAME AWARD... Tata Motors receives all India trophy for Top Exporters... Tata Indigo ad campaign wins Effie award... Golden Peacock Environment Management Award ? 2003... Industry and Technology Award, 2002... Advertising Awards... Tata Indigo ? Most Exciting New Car of the Year ? ICICI Bank & Overdrive Awa... Tata Engineering - A Socially Responsible Corporate, says TERI... 'Prof. Vasant Rao Rolling Trophy' for Value Engineering - 2002... Tata Engineering was conferred Bharat Gaurav Puraskar... Best Value for Money Car of the Year ? Tata Indigo CNBC Auto Car Auto Awards ? 2... ?Voice of the Customer Award? for ?Best Diesel Small Car? - Tata Indica by NFO A... India CFO Award 2002...
18

Tata Engineering bags INSAAN awards... National Best Training Establishment Award... Envirointernational... Good Corporate Citizen award... National Award for Successful Commercialisation of Indigenous Technology... National Award for R&D Efforts... Regional Top Exporter's Trophy... Best Company Award at Workskills Competition... EEPC Award for Tata Engineering...

19

POLLUTION MATTERS
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. 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. 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.

20

MARKETING DEPARTMENT
1. 2. 3. 4. 5. 6. 7. 8. INTRODUCTION ORGANISATION OF MARKETING DEPARTMENT MARKETING COMPETITIVENESS CHANNEL OF DISTRIBUTION MARKET OF PRODUCT MARKET RESEARCH BRANDING AND SLOGEN MARKETING MIX

21

INTRODUCTION
Marketing is a social and managerial process through which individual and groups can obtain what they need and want through creating offering and exchange product of value with other. -Phillip Kottler Marketing is comprehensive term marketing is management function to plan promote and deliver product to the customers. A successful marketing strategy has better marketing tools by which the firm may over come existing competition. At any time there may be no advertisement adequate and marketing management must find ways to deal with marketing different demand status. Tata motors has a marketing department branches in several cities like, Rajkot, Ahmedabad, Baroda and Mumbai etc. all marketing decisions are taken from these branches.

22

ORGANISATION OF MARKETING DEPARTMENT

The main aim of marketing department is to translate consumers demand in to physical product or service. It helps whole organization. It knows demand of consumers through marketing channels. The organization of marketing department is depend on structure of marketing department. The marketing department of companys name & city

23

MARKETING COMPETITIVENESS
Tata Motors today is a automobiles name across he nation. Indias No.1 brand of product range covers passenger cars, multi-utility vehicles as well as light, medium and heavy commercial vehicles for goods and passenger transport. Seven out of 10 medium and heavy commercial vehicles in India bear the trusted Tata mark. Tata Motors having so many competitors in the field of each product. The competitors like Maruti Suzuki, Fiat, Toyota, Honda, Mahindra & Mahindra, and Hyundai etc. But I have noted from my survey that Tata Motors is better than other companies than other companys product.

24

CHANNEL OF DISTRIBUTION
With the competition of production the next problem faced by the producer is to sell the goods to targeted consumers. There are always link between producer and consumers. The way through which the goods follow from producer to consumer is called channel of distribution. Marketing channels are sets of interdependent organization involve in the process in the process of marketing product or service available for use of consumption. Marketing channel decision is among the most critical decision. Once a firm chooses a marketing channel it must be usefully remain for a substantial period. Most producers sell their goods through wholesaler, retailer or agents which forms a part of marketing channel. They must choose the chipset channel because it is very risky. Distributor/Dealers Direct Dealers

Sub Dealer

Consumers

Consumers

25

Welcome to Tata Motors, International Business Tata Motors, India's largest automobile manufacturer, is steadily increasing its presence across the world. Tata passenger cars and trucks are currently being purchased by customers in Europe, Africa, the Middle East, South and South East Asia and Australia. The company also has assembly operations in Malaysia, Bangladesh, Ukraine, Kenya and Russia. Over the years, the company has received more than 50 awards from the government of India's Engineering.

26

MARKET OF THE PRODUCT

The main product of Tata Motors Ltd. is a .? HOW MANY CONSUMER OF THE PRODUCT? In short Tata Motors has both domestic and international market.

27

MARKETING RESEARCH
Beside the internal report of marketing executive, the management often focused study of specific problem and opportunities for better marketing activities. The management often was to face the problem related with marketing like pricing decision, promotion decision, market segmentation etc. these problems look to be the decreased the marketing and therefore, the exact sure is required. In marketing research the marketing is the doctor to care all those decease. We can find its systematic meaning from its definition shown below. Tata motors carried out their research work in regular interval personally when there is fluctuation sales of nay product of the company, sometimes the company also carried out research work to know the view of the people about the new introduced product of the company.

28

BARNDING AND SLOGAN

A branding is a name, term, symbol or design to identify the goods or service if one seller or group of seller and different from their competitors. COMPANYS BRAND & SLOGAN DETAIL.

29

MARKETING MIX
PRODUCT: Product is an engine of vehicle of the company for providing consumer satisfaction. The product is most important conversion by which any firm can prove its efficiency intention of quality product is a symbol of the business firm product is center point around which all the activity of the business i.e. finance, marketing, production etc. are woven without a product nothing to sell nothing to price nothing to run a business. Tata Motors' product range covers passenger cars, multi-utility vehicles as well as light, medium and heavy commercial vehicles for goods and passenger transport. Seven out of 10 medium and heavy commercial vehicles in India bear the trusted Tata mark. The company developed India's first indigenously developed light commercial vehicle, India's first sports utility vehicle and, in 1998, the Tata Indica India's first indigenously manufactured passenger car. Within two years of launch, Tata Indica became India's largest selling car in its segment. PRICE: Price is the matter of vital important to both the seller and the buyers in the market place without pricing they cannot be marketing only when a buyer and a seller agree on price. We can have exchange of goods or services.
30

Tata motors give more important to price. They set the price as much as possible as low so that middle class and poor class people can also purchase their product. This company has three objectives in price wise product, quality and leader ship. This company gets success in all these objectives. COMPANY PRICING POLICY ? PLACE: The place mix decision, the decision of location also plays a critical role for retail should located enough stress in easy city to gain promotion and distribution economics. The place include channel of distribution, coverage, inventory, transport ware housing. Distribution channel means the channel by which finished product is reached from producers to consumer or user. It is the channel through which goods are made as smoothly as possible. DEALERS INFORMATION IN FIGURE?

PROMOTION:
31

It is the process of marketing communication involving information and influence. Promotion has three major purpose, if communicates marketing information to consumer or users and retailers. The promotion mix includes the following Sales promotion Advertisement Sales force Publicity Direct marketing Tata Motors as different promotion policy for different product for different tools of promotion like sales promotion, advertising, sales force, publicity, direct marketing. Marketing department of the company define this policy.

32

MAIN TOPICS STARTED HERE.. ?

ADVERTISING MANAGEMENT
1 . 2 . 3 . INTRODUCTION MESNING AND CLASSIFICATION ADVERTISEMENT COMPONENTS

4 MAJOR ADVERTISEMENT DECISION . MISSION MONEY MESSAGE MEDIA MEASUREMENT

33

INTRODUCTION
Advertising is a mass communication it is paid for by a sponsor who wants to communicate about his product or service to his customer. Advertising can be defined as: Advertising is a printed, written and oral art of selling with a view to encourage sales. It communicates some special information about product to people. However, advertising is only one element of the promotion mix. It is often consumer special performance in the overall marketing mix design. Also advertising has now a day become a part of commercial like. Hence advertising is the most effective tools for reminding and communicating the mass people. Advertising involves the uses of such media as magazines and news papers, out door posters, sign board, radio, television, catalogues, directories, pamphlets, direct marketing etc. As far as the advertising management of tata motors is concerned there is no doubt that its adequate and continuously managed with considerable efforts in very accurate directions. Tata motors advertising is effective and attractive and perhaps it is the factors by which it has been really able to
34

generate and create good demand and a reputed name in the field of Automobiles.

35

MEANING AND CLASSIFICATION

MEANING: The word advertisement originates from a Latin word. Advertise which means To turn To the dictionary meaning of the term is To give public notice or to announce publicity. Advertising is any paid form of non personal presentation and promotion of ideas, goods or services by an identified sponsor. It is paid communication because the advertiser has to pay for the space or time in which his advertisement appears. Advertisement has main purpose the real purpose of advertisement is only one, to sell a product, a service or an idea through effective communication. Advertisement has other purpose as well as likes long term build up corporate image, build up broad loyalty, information about a sale service or event, promote the moral of sales persons and dealers etc. CLASSIFICATION: The man is to view all advertisement as advertisement situation are exactly alike different companies produce different product and want to motivated and attract
36

different kinds of customer groups so obviously advertising campaign would be different. The following are the classification out line broad scope of these differences. National advertising Retail advertising Industrial advertising Trade advertising Professional advertising Tata Motors Ltd. Produces Automobiles products, so that they use to advertising to the ultimate consumers and target market for response of Buy our Brand.

37

ADVERTISEMENT COMPONENTS Any advertisement we see or here has not been just prepared easily and effortlessly but it is the product of a series of investigation strategic plans, practical decision, and the final advertised campaign. Therefore, any advertisement mainly involves following. RESEARCH COMPONENTS: To research on consumer like and dislike towards the products or services and than to advertise the product in to the market. STRATEGIC COMPONENTS: Strategic plans in firms of objectives market declination, setting the appropriation developing creating strategy and media plans. PRACTICAL COMPONENT: Practical component involves decision in regard to budget expenditure and buying media scheduling and advertisement constructions including advertisement copy layout and production.

38

MAJOR ADVERTISING DECISION

The main goal of any advertisement is to gate a proper response from the prospective group of people for whom it is meant. Hence, to creating advertisement program marketing manager must always start by identifying the target markets and buyer motive. Than, they can proceed to make the major decision in developing advertisement programmed famously knows as 5ms. 1. What are the advertising objectives? 2. How much can be spent? 3. What message should be send? 4. What media should be used? 5. How result should be evaluated? (Mission) (Money) (Message) (Media) (Measurement)

Tata motors handle all these 5ms very much care fully and in a specific manner.

39

1. MISSION 1. What are the advertising objectives? Objective of advertising Qualities of advertising

40

OBJECTIVE OF ADVERTISING:
It is said that advertisement is nothing but a way of sharing something effectively i.e. to say about the product, its features, significant etc. so that consumer become ready and willing to purchase the product. The objectives of advertisement are listed under following heads.

Preparing a ground for new product:

It is natural that new product needs advertisement because potential customer have never used such product earlier. Therefore, advertisement prepares a ground for that product. Creation of demand:

It is universally accepted fact that advertisement always been able to generate and create demand to the largest extant and its one of the prime objectives. Facing competition:

Competition exit in all type of business and no better weapon can be used in this competition batter other than advertisement so in order to inform and purchased our potential and existing customer in his cutthroat competition. Advertisement is always important weapon.

41

Reminding customer:

Advertisement is having immersed capacity to remind the customer and memorized him about the product and its other features. Now a day in a cutthroat competition customer is always flooded with many product and innumerable player. Advertisement creates important on his mind hence, it is necessary that our advertisement gets repeated and re minds him.

42

QUALITIES OF ADVERTISING:
After setting the objectives of advertisement the advertiser must have some distinctive qualities, which become helpful in fulfillment of objectives, which are as follows. Public presentation: Advertising is a highly public mode of communication. On the product and suggest a standardize offering. Because many people receive the same message buyers know that their motives for purchasing the product will be publicity understood.

Amplified expressiveness: Advertising provides opportunities for dramatizing the company and color. Something however the tools at expressiveness many dilute or distract from the message.

Impersonality: Advertising cannot be as compel as accompany sales representative. The audience does not feel obligated to pay attention or responded. Advertisement is able carry on only monologue, not a dialogue, with audience.

In tata motors all these qualities are maintain in their advertisement.

43

2. MONEY How much can be spend? How to spend? Where to spend? Introduction Area of decision Factor affecting advertising budget Administration and control 0% interest

44

INTRODUCTION
After determining advertising objectives, the company can proceed to establish its advertisement budget for each product or for all products. The role of advertising is to increase the products demand curve. The company wants to spend the amount required to achieve the sales good. In advertising the principle instrument used in performing these functions is the advertisement budget. In a sense, the entire administrative process reviewing past operation, controlling on going operation and planning a head center on the budget. Budgeting encourages previous planning.

45

AREA OF DECISION
An advertising budget affects the two areas of decisions: 1) The total amount of rupees to be spent for advertisement is termed as appropriation. 2) Now these will be spending. Tata Motors Ltd. has spend Rs. 00000 and today it has reached to Rs.00000 approximately in advertisement media. Approximately for this purpose, these includes new product launching, creation of new market and increase in market of each product, which they produce Therefore we may say that Tata Motors take good step and spend money at high level to advertise, its product and handle if properly.

46

FACTOR AFECTING ADVERTISING BUDGET

Generally, the following factors must be considered by most of the companies while preparing the advertising budget. Stage in product life cycle: New product typically receive large advertising budget to build awareness and to gain consumer trail. Establish brands usually supported with low budget as ration to sales.

Market share and consumer base: High market share brands usually require less advertising expenditure as share. To build share by increasing market mix share require large advertisement budget.

Competition and cluster: In a market, with a large number of competition and high advertisement spending a brand must advertise more heavily to hear above the noise not directly competitive to the brand creates a need for heavier advertising.

Advertising frequency: The number of repetitions needed to put across the brands message to consumers also determines the advertisement budget.

47

Size of budget:

Amount of money to be spent in advertisement is vital concern to the company and to the agency chosen to serve the company. Above noted all factors are taken on to consideration by advertisement department of Tata Motors but in present stage of competition in India for electronic goods they give more weight age to competition and cluster. So they advertise its product more frequently and prepare budget on that grand.

48

ADMINISTRATION AND CONTROL

A successful budget system requires constant and care must be taken to see that advertisement practice does not run counter to the plans worked out carefully and systematically and incorporated in to the budget. This will require periodic checking of expenditure especially for such items as stores, display special sampling campaigns, conversion expenditure and similar items that are not subject to specific contract. In tata motors complete and system record are kept such record consist of total amount appropriated for advertisement and complete detail and listing of how this to be expended. In tata motors control and administration budgets maintain by proper checking of sales result by products and by sells territories. Based on these check the budget is changed to harmonized will the philosophy which directed its creation.

49

0 % INTEREST
It is well known act that the problem of money arises is prevailing everywhere. In addition in this trend the demand and wants to the customer are ultimate when one demand is satisfy the other demand is emerges. For easy consumption of desire product by customers. The tata motors has given very attractive scheme i.e. to provide its product in installment basis at INTEREST OF COMP? For these purpose total management decided the price of the product which are given on the installment bases at %INTEREST? The company not only has to see the benefit of the customer but also keep in mind that there should be no loss out of such scheme. In addition, they have to achieve or reach the target so decided by them while designing such schemes. To decide the price and target of sales volume out such scheme is not an easy task but tata motors does this with more effectively and efficiently. The finance provided in Rajkot by ICICI, BAJAJ FINANCE AND G E COUNTRY WIDE the interest for these finance may very with a change in scheme, installments provided amount is it depends on financial institution from where the finance is taken.
50

3. Messages What To Say ? How To Say Logically ? How To Say It Symbolically ? Who Should Say It ? Introduction Advertising Copy Advertising Appeal Advertising Layout Slogan

51

INTRODUCTION
Having defined the desired audience support, the company moves to develop an effective message, well designed message should gain attention, hold interest around desire and generate action (AIDA Model) in practice, few messages take the consumer all the way from awareness through purchaser but the AIDA framework suggests the desirable qualities. Formulating the message will require solving, a) b) c) d) Advertising Copy Advertising Appeal Advertising Layout Slogan

Each advertisement of the company indicates accuracy and perfection about all discussed point. Its structure format and highly attractive and most effective. In addition, company chooses the super star models for punching a new product with blast. Thus, tata motors has selected C BRAND AMBESADER? Tata Motors launching its new product, i.e., Tata Indigos & Indigo Marinas on Indian roads.

52

ADVERTISING COPY
Advertising copy covers all items appearing in an advertisement the written words, pictures, design, label and logo, it is prepared by an expert copywriter. It is a written or spoken material of advertisement communication and includes the headline name and address of the advertiser as well as the text of the message. Advertising copy is a creative business, demanding a lot of imagination and foresight. Thus, advertising copy should be in simple, easily understandable attractive and persuasive language. In tata motors the message formation has given more weight age as for format of message is one of the most important part in advertisement. It is suggested by the experts, which are appointed by company and finalized after taking opinion of the head of the advertisement department and president of marketing.

53

ADVERTISING APPEAL
The communication has to figure out what to say to the target audience to produce the desire response. His process has been variously called the appeal theme, Idea or unique selling proposition. It amounts to formulating some kind of benefit motivation, identification or reason why the audience should think about the product in short, it represents the specific point of view or idea to be stressed in the advertisement. The three types of appeal are, Rational appeals to the consumers self interest. They show that the product will produce the claimed benefit. Emotional appeals attempt to stir up some negative or positive emotion that will motivate purchase. Communicators have worked with fear, guilt and same appeal and getting people. Communicator also uses positive emotional appeals such as humor, love, pride and joy. Moral appeals are directed to the audiences senses of what is right and proper. Tata motors group of companies mostly used to advertisement their product with positive emotional appeals. Some time they also use rational and moral appeal for special advertise.

54

ADVERTISING LAYOUT
An advertisement layout is a sub part of advertising copy. Advertising layout deals with proper and attractive physical arrangement for the best presentation of the message or sales communication. In preparing the layout of an advertisement, such care should be taken to ensure that it makes a proper appeal. And it should be designed to provide a logical, clear, unified present at in of the advertising message. It also must be ensure that various element of the layout are properly balanced. These elements are; Head Line :The headline comes first. It must be in fresh wording. If, it is well worded, people will be stimulated who read he message. So, it should e clear, simple, short and attractive to hold the attention of the customer.
1.

2.

Illustration :Illustrations are in the form of line drawings, cartoons, pictures, symbol, photographs for creating interest, attracting attention and desire. Illustration is the best and most effective way of communicating of ideas at a glance.

55

3.

Colour :Colour is an important ingredient of advertisement, colour gives a great pleasure to eyes and also help to gain an attention, these are most popular colors like blue, red, green, black and yellow used in advertisement. Each colour has an individual significance in communication of ideas. 4. Body Copy and Text:It is the advertisement message. It is called the heart of advertising copy. It is the sales talk performing AIDA function of salesmanship. It will point out selling point of the product where it can be secured what is its price, how it is to be used. It gives all essential information as well as guidance to the prospect.

56

SLOGAN
A good phase used and repeated often in advertisement becomes a slogan. It should be original and remember able. And a slogan should be short, simple and rhythmic enough to be catchy. As far as tata motors is concerned, it produces such a fabulous and alluring advertisement after emplacing on each element. For headlines, it always uses fresh and meaning full combination of wordings.

For slogan, it has meaningful and masterly slogans, COMPANYS SLOGANS?

57

4. Media How To Communicate ? Selecting The Media Introduction Selection Of Specific Media Media Scheduling

58

INTRODUCTION
One of the most vital decisions in the developing n advertising strategy is the selection of media to be employed. A good selection of advertisement leads organization towards success. Because it is indeed a vehicle by which an advertiser or manufacturers convey their message to large group of customers regarding particular product. Selecting media is a tough task because not only it is a choice making exercise but also because it has to operate in the area of the psychology where nothing can be decided accurately. Each of the mass media has specific characteristics, potentials and liabilities that must be taken into consideration on one hand and the prospective type of group segment of customers on the other had when selecting a medium for advertising effort.

59

SELECTING OF SPECIFIC MEDIA

The term media is plural for medium. In advertising term medium is channel of communication such as, Newspapers, Magazines and Vehicles for currying, the sales message of advertising to the customer. The advertising media may be direct or indirect. Direct method of advertising refers to such methods used by which he could establish a direct contract with the perspective consumers. Indirect method of advertising is the use of a hired agency spreading the information, mostly media are indirect. Tata motors make selection of media on following bases; Target audience media habits Media spread and effectiveness Message Frequency Product

The main types of media exploited by TATA Motors are, 1. 2. 3. 4. Print media Out door advertising media Direct mailing advertising media Audio visual advertising media
60

1.

PRINT MEDIA Advertising in the print media is the oldest and the largest on terms of advertising. The advertising spend more money on print media that any other media. In print media, there are two types of media, which are given as under, NEWS PAPER Newspaper is widely needed by the people in cities. The newspapers have their circulating in almost all language. Therefore, the large number of people reads the advertising message given in newspaper. So that, the advertising message in it reaches to large number of people. Newspaper advertising is easy to prepare and newspaper are a relatively inexpensive medium.

The tata motors uses newspaper advertisement media. They are giving there advertising in various newspapers namely Times of India, Gujarat Samachar, Sandesh, Indian Express and Economic Times etc. MAGAZINES Magazines are the second publication medium available to an advertiser. The magazines are published weekly, fortnightly, monthly etc. the newspaper advertising has a very short life but the magazines advertisement has longer life because magazines are to e read again and again so they leave a lasting effect on minds of people. The magazine advertisement creates prestige, reputation and image of quality.
61

The tata motors uses magazine advertisement in many magazines as Chitralekha, India Today, Divya Bhaskar etc. 2. OUT DOORS ADVERTISING MEDIA Out door advertising is the oldest from of advertising. Todays outdoor media of advertising are nothing but a retirement of the ancient method of delivering message to a large group of people. Outdoor media include outdoor advertising in several forms such as posters, wall painting, boarding, dealers board, sign board, electric sigh, highway advertising. 3. Direct Mailing Advertising Media This method is direct in its approach therefore; it referred to as Direct Advertising by this method the advertising message is directly addressed to the prospective customer. In this media, we find written message to the potential buyer. Direct mail advertising media only take variable forms such as the booklets, leaflets, folders catalogs and gift articles. 4. Broadcasting Advertising Media In broadcasting advertising media, there coverage is very wide. This is very effective advertising media and it is gaining popularity in our country. There are mainly two medium of broadcasting media,

62

 RADIO ADVERTISING The radio advertising is broadcasted in almost all places. This media has become very popular in village or urban area. The advertisement through the media is given to keep in mind the general and special interest of people. This media is very economical and advertising message reaches to the customers. Tata motors do not give regularly their advertisement on radio compare to the T.V. TELEVISION ADVERTISING This is another broadcasting media in the last useful of decades, the television is a home and family media. The media covers most of people and reaches very lastly. To television in national, network the advertisers reach to the national market. The message is more effective and impressive especially in the color television, which had added new dimension television advertising.

Through this media, the qualities and characteristic of the product can be well explained. It provides a scientific ambition of features of screened, sight and option that not other medium has been able to provide.

63

MEDIA SCHEDULING
All the advertising expenses prove worthless the advertising of products is not given on a proper time; here the media scheduling is essential for the effectiveness of advertising. The company uses various scheduling for its particular product usually known as Macro scheduling and Micro scheduling, 1. Micro Scheduling The company has to decide how to schedule the advertisement in relation to seasonal and business trends. 2. Macro Scheduling The macro scheduling problems calls for allocating expenditure advertisement within a short period to obtain the maximum impact. Both of these are very carefully handle in tata motors and proper allocation is made for both with respect to advertisement budget by advertisement department.

64

5. Measurement What Should Be The Result? Introduction Aspects Touching Measurement

65

INTRODUTION
Good planning and control of advertisement is largely depending upon the measurement of advertising effectiveness. By measurement, they can know that which advertisement and what elements of various advertisement get the best response, what position produces to better results, what medium pulls better, which type of media proved effective in particular region etc. and by these company can wrap up, how well a whole advertising campaign is progressing. Really, how will a particular advertisement or campaign performs is largely determine by the knowledge and skill of the people preparing it. People who are sensitive to the measuring situation and proficient in the art of communication are more likely to produce effective advertisement. So, tata motors the principal reasons for testing all, to avoid costly mistakes, to predict the relative strength of alternative strategy and tackles and to increase the efficiency of advertisement.

66

ASPECTS TOUCHING MEASUREMENT

Measurement of advertisement is done through following four questions, (1) What to test? Most measurement of advertisement effectiveness is of an applied nature dealing with specific ads and campaigns. Many companies develop an advertisement campaigns, put it into the national market and then evaluate its effectiveness. (A) Communication Research Communication effects research seeks to determine whether an advertisement is communication effectively, called copy testing. Tata motors use to direct rating method for advertising presenting. They ask directly to consumers and dealers to rank alternative ads. These ratings are usual to evaluate ads attention read through cognitive effective and behavior strength. Tata motors in also interested in measuring the overall communicating impact of a completed ads campaigns. They generally measure that what extent did the ads campaigns increase brand awareness, state brand preference.

67

(B) Sales Effect Research Communication effect research Helps Company to access ads communication but it reveals the impact on sales. It is generally harder to measure, than communication effect. Because sales are affected by many factors besides advertising. Tata motors is only interested in finding our whether they are over spending or under spending on advertising. To last research, they found that they are using more TV advertisement as they previously used. Therefore, we may cay that tata motors is striving to measure the sales effect of advertisement expenditure instead of setting only of communication effect research. (2) When to Test ? Testing is appropriate at any stage of advertisement process. In the planning stage, it may be used to test the efficiency of alternative appeals or themes. To the execution stage, it may be a matter of presentation. The quality control stage, advertisement may be tested for standard of performance. Campaigns may be taste after they have run to determine what results are achieved. So, the stage of current competition of Indian Automobile World, tata motors is used to advertising effectiveness continentally.

68

(3) How to Test ? There is no single best way to test. In a sense, every test is an experiment to measure the relationship between advertisement variables on the stimulus side and changes in pre-disposition and other relevant behaviors on the response side. (4) Where to Test ? Where is the test to e administrated? In a laboratory or in the field? How responses are obtains? Forced or voluntary. Tata motors generally test and effectiveness in field as well as in laboratory because of to overcome from the limitation of both the method. They generally test their advertisement effectiveness on the following criteria, Validity Reliability Relevance

In short, we may say that in tata motors advertisement effectiveness testing is done very systematically and it helps to minimize the cost, to increase in sales and to increase in brand awareness and as well as in companys profit.

69

INTRODUTION
Marketing research can be defined as objective and systematic collection recording and analysis of data relevant to marketing problems of a business in order to develop an appropriate information base for decisionmaking in the marketing area. Marketing research is the systematic gathering, recording and analyzing of data about problems relating to the marketing of goods and services. -American Marketing Association

(SURVEY)

70

PRODUCTION OF THE COMPANY FOR THE THREE YEARS

Category M & HCV LCV UTILITY CARS TOTAL

2006-07 2005-06 69195 46905 58887 37074 17192 13184 79781 64715 225055 161878

2004-05 50597 25544 12349 62884 151374

250000 200000 150000 100000 50000 0 M & HCV LCV UTILITY CARS TOTAL

2006-07

2005-06

2004-05

71

SALES OF THE COMPANY FOR THE THREE YEAR

Total 2005-06 43393 35922 12925 62638 154878

Category M & HCV LCV UTILITY CARS TOTAL

2006-07 66516 55049 16689 78637 216891

2004-05 48039 25092 12171 59786 145088

250000 200000 150000 100000 50000 0 M & HCV LCV UTILITY CARS TOTAL

2006-07

2005-06

2004-05

72

OBJECTIVE OF THE STUDY

To determine objective is first in the planning process once target is decided the ways are easily found out. The following are the major objectives of this research study To find out consumer awareness about various brand. To study the preferences and perception of customers regarding various brands. To find out influence on buying decision process. To find out price consciousness of customers. Customers satisfaction regarding product and company. To study on brad loyal and brands.

To focus attention on a particular market segment with tailor made marketing campaign.

73

DEALERS INFORMATION
Channels of distributions indicate routs or pathways through which goods and services flow or move from producers to consumers. Generally, producers in todays market do not sell the goods directly to final consumers. However, there is always a market intermediary between them. These intermediaries may be retailers, distributors, dealers etc. Tata motors also sell its product with the help of dealers. Tata motors have over NUMBER OF DEL. dealers covering almost each and every part of India. Dealers of tata motors are found in metropolitan cities, small cities and in towns with maximum number of customers who want qualitative products. Tata motors can keep a large market share because of the help of dealers. With the help of dealers, they can satisfy their aims, objectives and targets. Dealers of tata motors give a good mouth word of their product and provide after sales services. Dealers are given returns for their extraordinary services. They are provided with rewards at time and percentage on profit margin. Dealers who make maximum sales are awarded with big gifts etc. I have also visited with tata motors dealers as a part of my project report. In this regard, I found good response from dealer like Jai Ganesh Rajkot.

74

Thus, by making the survey through dealers, we can find the tata motors really stand at the 1st place on at the top place all over India.

75

CONCLUSION
Viewing tata motors from every angle, it can be conclude that over the entire unit is progressing well because tata motors has provided excellent quality of product due to sophisticated technology, computer used and highly qualified technical staff. By this way, they can able to create a good demand for their product and satisfy the consumer. As far as advertisement is concerned, this companys advertising department is effective and they spend lot of money for the advertisement and attract the customer. It can be said that credit of success of the company goes to the management as well as workers and employee that tata motors has bring bright future. In short, its grip on every aspect of the business is tight which helps it in fight every uncertainty. It is continues to do well, sure its future will be full of success.

76

BIBLIOGRAPHY
Marketing Management Advertising Management - Philip Kotler - Philip Kotler

www.tatamotors.com

77