Marketing Mix of Tata motors

[abhishreshthaa]

Tata Motors Ltd is a multinational corporation headquartered in Mumbai, India. Part of the Tata Group, it was formerly known as TELCO (TATA Engineering and Locomotive Company).

Tata Motors is India’s largest automobile company, with consolidated revenues of USD 20 billion in 2009-10. It is the leader in commercial vehicles and among the top three in passenger vehicles. Tata Motors has products in the compact, midsize car and utility vehicle segments. The company is the world's fourth largest truck manufacturer, the world's second largest bus manufacturer, and employs 24,000 workers. Since first rolled out in 1954, Tata Motors has produced and sold over 4 million vehicles in India.[2]

Established in 1945, when the company began manufacturing locomotives, the company manufactured its first commercial vehicle in 1954 in a collaboration with Daimler-Benz AG, which ended in 1969.[3] Tata Motors is a dual-listed company traded on both the Bombay Stock Exchange, as well as on the New York Stock Exchange. Tata Motors in 2005, was ranked among the top 10 corporations in India with an annual revenue exceeding INR 320 billion. In 2010, Tata Motors surpassed Reliance to win the coveted title of 'India's most valuable brand' in a annual survey conducted by Brand Finance and The Economic Times. [4]

Tata Motors has auto manufacturing and assembly plants in Jamshedpur, Pantnagar, Lucknow, Ahmedabad, Sanand and Pune in India, as well as in Argentina, South Africa and Thailand.


1. Product: Tata has a very wide range of products it has passenger cars, utility vehicles, Trucks, Commercial passenger Carriers And Defence Vehicles

Passenger cars
UtilityVehicles Trucks Commercial Passenger Carriers
Indica vista Safari Dicor Tata Novas Buses
Indigo XL Sumo Grande TL 4×4 Winger
Nano Sumo Magic
Fiat cars Xenon XT

2. Price: The prices of Tata motors are generally affordable acceptable by the general public at large. Tata always have something for the lower class people with Nano being their trump card. Giving discount every month and special promotion for certain type of vehicle also one of the strong strategy use by Tata Motors. Discount can be made from Company’s profit or from dealer’s profit at certain range.

3. Place: Tata Motors has an extensive dealer network covering Indian and International markets. Wherever you are, there is a Tata Motors Sales and Service dealership close to you. The channel of distribution, physical location, and dealership method of distribution and sales is generally adopted. The distribution of vehicle must be in a very systematic way, from the plant to dealership and to end user. This is not only in India itself but also to the world-wide dealership.

4. Promotion: Tata motors promote their products via Advetising and after sales services

5. People: Tata Motors owe our success to the highly motivated and talented staff. Our recruitment division picks the crème-de-la-crème from premier universities, management and engineering institutes in India. they put them through rigorous training programmes to hone their entrepreneurial skills and impart comprehensive product knowledge.

6. Processes: Tata motors follow Balanced Scorecard Collaborative, Inc for achieving excellence in overall Company performance.

7. Physical Evidence: The management of the company has managed to keep their hopes alive even in this recession and hopes that the worse is behind Tata Motors recently launched the most awaited car of the year, Tata Nano and the company has already received 203,000 booking that are fully paid and 70 percent of the applicants are ready to wait till the end of 2010 for the car to be manufactured

 

[Business-education]

There is an interesting news related to Tata motors.

Tata Motors, the country's largest supplier of defence vehicles from the private sector, today said it is looking to clock nearly Rs 4,000 crore in sales from this segment within three years.The company has now won a Rs 940-crore contract to supply 1,239 units of its indigenously developed high mobility multi-axle vehicles (HMVs) to the Army. These orders, for 6x6 HMVs with material handling cranes, will be executed over the next two years, Tata Motors vice-president for defence and government businesses Vernon S Noronha said.

This contract is the single largest order awarded to a domestic private sector OEM (original equipment manufacturers) in the land systems so far, he told reporters here.

"This Army order is a validation of our strategy and growth potential, for our durable and extensive range of defence vehicles, designed and developed with our evolving customers, including that of security forces across the world.

"As leading suppliers of mobility solutions to our security forces, we will shortly commence delivery of these high-mobility vehicles," Noronha said.

Noronha said the company has a defence order book for about Rs 1,500 crore, excluding the just-won Army contract, and that it is keen to bid for over 700 light armoured multi- roll vehicles and 100 wheeled armoured personnel carriers that the Army wants to procure.

Of the Rs 2,000 crore sales in the last two years, 30% came from exports, he said.

Developed indigenously, the Tata 6x6 high mobility all-terrain all-wheel drive vehicles, have completed a total trial duration of 25 months, demonstrating maximum performance in the most demanding conditions, Noronha said.

When asked about the capex for the new projects, he said it is part of the parent Tata Motors annual expenditure plans.