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Final Nano Projet PDF
Final Nano Projet PDF
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OM SAI MOTORS PVT LTD
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OM SAI MOTORS PVT LTD
A project report
on topic
SUBMITTED TO SUBMITTED BY
Mr. MANOJ ARORA SANTOSH CHAURASIA
PRODUCT MANAGER(WEST 1) SALES EXECUTIVE(MBA IN MARKETING)
NANO GROUP OM SAI MOTORS PVT LTD
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OM SAI MOTORS PVT LTD
ACKNOWLEDGEMENT
Santosh Chaurasia
MBA (Marketing)
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OM SAI MOTORS PVT LTD
INDEX
HISTORY
VARIOUS PRODUCTS OF TATA MOTORS
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EXECUTIVE SUMMARY
Tata Nano is the cheapest car in the world. It is sold in home country India around
Rs 1.5 lakh i.e. approximately USD 3000. It is manufactured by Tata Motor
Limited, the largest automobile company in India. It‘s Chairman, Mr. Ratan Tata
envisions that Tata Nano become a ―People‘s car‖ which is affordable by almost
everybody. Tata Nano was first launched in India on 1st April 2009 and expected
to be in Indian market by July 2009. Since launching, it has created a huge buzz all
over India. Within the first two days of launching, it has received 5500 booking.
The figures keep increasing every day since the launching. What makes Tata Nano
so cheap? Basically, by making things smaller, lighter, do away with superficial
parts and change the materials wherever possible without compromising the safety
and environmental compliance. It is said that Tata Nano has better mileage than
Toyota Prius and same gas emission as a scooter Tata Nano will be imported to
Malaysia by Tata Industries in parts. It will be assembled in its two factories i.e. in
Shah Alam, Selangor and Pasir Gudang, Johor Bahru. There are four distribution
centers in Peninsular Malaysia i.e. in Kuala Lumpur, Penang, Johor Bahru
and Kuantan. All Tata Nano cars will be distributed through these distribution
centers only. There are three types of Tata Nano car available i.e. Tata Nano, Tata
Nano CX and Tata Nano LX. However, due to hot weather in Malaysia, only Nano
CX will be brought to Malaysia and will be sold here.
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The Company's 24,000 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."
Established in 1945, Tata Motors' presence indeed cuts across the length and
breadth of India. Over 5.9 million Tata vehicles ply on Indian roads, since the first
rolled out in 1954. The Company's manufacturing base in India is spread across
Jamshedpur (Jharkhand), Pune (Maharashtra), Lucknow (Uttar Pradesh), Pantnagar
(Uttarakhand) and Dharwad (Karnataka). Following a strategic alliance with Fiat in
2005, it has set up an industrial joint venture with Fiat Group Automobiles at
Ranjangaon (Maharashtra) to produce both Fiat and Tata cars and Fiat powertrains.
The Company is establishing a new plant at Sanand (Gujarat). The Company's
dealership, sales, services and spare parts network comprises over 3500 touch
points; Tata Motors also distributes and markets Fiat branded cars in India.
Tata Motors, the first Company from India's engineering sector to be listed in the
New York Stock Exchange (September 2004), has also emerged as an international
automobile company. Through subsidiaries and associate companies, Tata Motors
has operations in the UK, South Korea, Thailand and Spain. Among them is Jaguar
Land Rover, a business comprising the two iconic British brands that was acquired
in 2008. In 2004, it acquired the Daewoo Commercial Vehicles Company, South
Korea's second largest truck maker. The rechristened Tata Daewoo Commercial
Vehicles Company has launched several new products in the Korean market, while
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In May 2009, Tata Motors introduced ushered in a new era in the Indian
automobile industry, in keeping with its pioneering tradition, by unveiling its new
range of world standard trucks called Prima. 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
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1. HISTORY
Tata Motors launches its first truck in collaboration with Mercedes-Benz. Tata
Motors is a part of the Tata and Sons Group, founded by Jamshedji Nussarwanji
Tata and J Baker. The company was established in 1945 as a locomotive
manufacturing unit and later expanded its operations to commercial vehicle sector
in 1954 after forming a joint venture with Daimler-Benz AG of Germany.
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OM SAI MOTORS PVT LTD
Tata Indigo SW
Tata Sierra
Tata Estate
Tata Sumo/ Spacio
Tata Safari
Tata Indica
Tata Indigo
Tata Indigo Marina
Tata Winger
Tata Nano (3RD March 2009)
Tata Xenon XT
Tata Xover (2009)
[2] Concept vehicles
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Tata Star Bus in Nagpur, Maharashtra. Tata Low Floor Buses are also
used by administrations in Delhi, Mumbai, Pune, Udaipur and Indore
Tata Ace
Tata TL/ Telcoline /207 DI Pickup Truck
Tata 407 Ex and Ex2
Tata 709 Ex
Tata 809 Ex and Ex2
Tata 909 Ex and Ex2
Tata 1109 (Intermediate truck)
Tata 1510/1512 (Medium bus)
Tata 1610/1616 (Heavy bus)
Tata 1613/1615 (Medium truck)
Tata 2515/2516 (Medium truck)
Tata Starbus (Medium Bus)
Tata Globus (Low Floor Bus)
Tata Marcopolo Bus(Low Floor Bus)
Tata 3015 (Heavy truck)
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Over the year there have been some iconic people car that have been changed
the face of automobile industry.
(i)Ford Model T
1) Launched 1908
2) Put USA on wheels
3) More than 15 million car built
4) Became a best seller across the world
(ii)Volkswagen Beetle
1) Launched in 1938
2) Germany first people car
3) More 21.5 Million car Built
4) Became a best seller across the world
(iii) NANO
1)Nano the people car of twenty first centuary
2)Nano has opened a new market segment alltogather
3)It has potential to be best seller the world over
4)Attracted 10 lakh visitors at the auto expo
5) Lakh walking enquiries when booking opened
6)Generated more than 2 lakh booking since the launch
7) More than three core hits on the websites
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The brief of his team was simple to develop a transportation solution that would
fulfill the following
1) Carry 4 adults
2) Weather proof
3) Safe
The above can true for any Car but the greatest challenge was to package. These
attribute at an affordable price the target Rs. 1 Lakh.
The design Team had two options two meet the target option‘s to meet
the target, compromise or innovative. They choose the later and the result
1) 38 patented technologies
2) unique manufacturing technique
3)An innovative business model
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OM SAI MOTORS PVT LTD
The Nano has received rave reviews from ―who‘s who‖ of the automotive
industry worldwide..
The Nano won every major car of the year award in India including prestigious
Indian car of the year 2010.
The time magazine included the Nano in its list of dozen most important car of
all times
More than 46 countries shown interest on Tata Nano.
On March 2009 legend was born, The Nano was made available to Indian
people. Thus fulling the dreams of thousand of car lovers.
Industry convention was that a reliable car couldn't be made at such a low price, so
initial media speculation was that the car would be a simple four-wheeled auto
rickshaw. However, The Times of India reported that the vehicle is "a properly
designed and built car". The Chairman is reported to have said, "It is not a car with
plastic curtains or no roof — it's a real car." During development the company
reinvented and minimized the manufacturing process, brought in innovative
product design, and asked component manufacturers to look at current work and
design approaches in a different perspective to produce logical and simple
solutions. The car was designed at Italy's Institute of Development in Automotive
Engineering, with Ratan Tata ordering certain changes during the process, such as
reducing the number of windscreen wipers from two to one.
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OM SAI MOTORS PVT LTD
Summer Blue
Sunshine yellow
Lunar Silver
Campaign gold
OVERALL DIMENSION
Overall Length 3099mm
Overall Width 1495mm
Overall Height 1652mm
Wheelbase 2230mm
Ground Clearance 180mm
Seating Capacity 4 To 5
Fuel Tank Capacity 15
Kerb Weight 600(Std), 615(Cx), 635 (Lx)
Front tyre Size 135/70 R 12
Rear Tyre Size 155/65 R 12
MAJOR FEATURES:
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OM SAI MOTORS PVT LTD
Central Locking
Front Power Window
Fog Lamp
Tinted Glass
Steering Wheel 2 spoke 2 spoke 2 spoke
Provision for Mobile
Charger
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OM SAI MOTORS PVT LTD
Below are the FAQ regarding TATA Nano, as it is asked by the customer.
Answer of colored sentence determines quality and knowledge of
executive. Go through all, It is a practical experience of sales executive.
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Recommendation:-
Company should Provide extensive training to Panther and panther will ensure
in his concerned dealership, Team leader & executive are well trained with
Nano Quires.
Note- Kind attention here, till now panther are less knowledgeable regarding
product even sales process. They only sit on dealership sometimes says to
executive 1) Do follow up 2) Do retail. They have forget about his job profile.
See Detail about Panther later.
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Kind attention this can be possible in any dealership, this down the moral of
executive and demotivate them. Thus instead of working as motivational tool,
incentive and vouchers worked as a demotivational tool.
Recommendation:-
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OM SAI MOTORS PVT LTD
Recommendation:-
How should be Panther
1 He Should have Core knowledge of Tata Nano & clear cut answer to each
query regarding Tata Nano. He should always updated with Scheme, finance
scheme, able to coordinate financer with dealer and able to energies the
executive of Tata Nano.
2 He Should be good motivator as well innovative ideas to enquiry creation,
leadership qualities, Initiative & Responsible ‗as he has to also handle
dealership Team leader‘.
Example:
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OM SAI MOTORS PVT LTD
Manager
3) Cheap rate of finance & maximum amount of financing (90%@5%,
100%@14%)
4) Sect oral scheme to target a particular group of prospect (SBI employee,
Dealer Employee, HDFC employee, Future group employee, Tata employee,
CSD .
5) Different type of campaign (Test drive campaign, Sale & tell competition,
Nano premier league, Go green contest, Retail Dhamaka,)
6) 8000 bonus on two wheeler means even in scrap condition 8000+ value of
two wheeler
7) Given project to very reputed company in training & development
company Accenture
8) Different type of Training & Development scheme to improve Nano
Executive
9) Bumper customer Offer 4 year manufacturer warranty, 1&2 gold Coin,
Free AMC or 99@per month AMC, Free Insurance, Bumper Dealer
Discount, High worth accessories)
10) Different type of customer retention, Loyalty Program (3000 for referral
& 5000 for Loyal Customer)
Mind blowing, have you ever listen such a effort for selling big car,
Absolutely not. Why? Because this is dream Car of Chairman of Tata, and
success story of Mr. Ratan Tata is somewhere hidden behind this.
1. Finance Scheme:
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OM SAI MOTORS PVT LTD
Due to not very good coordination between financer and dealer finance
scheme of SBI & HDFC is useless while SBI is sole financer for up to 7
year tenure & on Road price finance even customer demand for low down
payment and low installment. The reason is that, due to a little bit
complicated executive do not pitch for SBI financing. So customer
interested in, low down payment and low installment does not purchase
TATA Nano.
Recommendation:
1) Team Leader & Panther should give full assurance to executive you
take the file I ll make done everything. In this case panther only induce
executive & Team Leader.
2. Accenture Project:
Exactly I do not know what is the objective of giving project to a good
company Accenture by Tata motors. But it seems to me some way this
project is concerned with increase in sale of Tata Nano.
He never emphasize on the ways to book Tata Nano so that retail can be
done. Like how to handle the customer, how to create customer attention,
how create desire and how convert them. Every dealership organize event
but how it should be organize to make it effective he never told.
They says do regular follow-up, update green form, but how it should be
update never told.
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OM SAI MOTORS PVT LTD
executive, one the of biggest example, writer of this project resign from
selling of Tata Nano due to them. He is Spot on Accenture team.
Now what Accenture team doing outside the dealership, it is not clear to
me but someway concerned will be enquiry generation
………………………like tie-up from motor training school, advertising,
etc. Now according to my analysis not single initiative taken by one of
the Accenture employee tip-up with motor training school or any other
way of enquiry creation.
Recommendation:
Company should send list of activities perform by Accenture team in
dealership. Sales manager analyze it & send report to company.
Recommendation:
There should have been a control of dealership on the driver& executive of
Brand connect. But there were no such type of control.
4. Incentive:
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OM SAI MOTORS PVT LTD
Recommendation-
5. Exchange Bonus
Recommendation:-
There should be a control of Panther as well as territory manager. Deal that
close its ok but that seems, not to close without fair price, should offer.
6. Sodexo Vouchers
Sodexo voucher for referral only on paper. Even territory Manager &
Accenture Team not able to give any commitment to executive when it will
be received by customer. Executive always face a pressure of customer. And
also word of mouth communication communicated to other decreases Brand
image.
It goes bad to worse when Accenture employee does not know, What is the
process to claim for Referral voucher.
Recommendation:-
At the time of launching any such type scheme always give a minimum time
duration with maximum assumption. So that executive can give a
commitment to customer.
7. Group Scheme
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OM SAI MOTORS PVT LTD
Recommendation:
After Targeting ,Take ex. of SBI employee scheme How to approach to
make conversion
1) Each nearest branch visited individually by executive.
2) Take permission from Branch Manager to meet individually for one
minute
3) In this one minute executive will give price list , brochure & collect his
cellph. No., Email ID
4) if not interested to give cellph. No. try to collect his email id only
5) Send on each email ID detail of finance, what will be offered, price list
and write down attractive note for them.
6) If response received he is real prospect now apply all the ways to convert
them.
8. Dealers indirectly not give priority to Nano selling mostly they give priority to
car and UV.
9. BDM of Tata motor finance is less interested in Nano financing even TMF
head indirectly said to one of the dealer you are not giving me passenger car
finance case so Nano…………………………
10. So much work load and mentally pressure on sales executive due to every
work like document collection, agreement sign, down payment collection etc by
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executive. TMF BDM directly said I ll not collect any document and paper work
for Nano cases.
11. Approval & RO done by TMF in fifteen days approx even after giving full
document, due to that sales executive not able to give car on time and always busy
in handling customer queries in limited cases, that why not able to give attention
on large No. of booking.
13. Due to commitment that it‘s one lack car but it is really not one lack car.
14. Due to 4to5 burning cases and so much media attention customer is too much
afraid about purchase of Tata Nano and also executive are not able to clarify on
this question.
15. Territory managers not taking Nano selling seriously because of so much other
work load. Due to not having time they pay a little bit attention to survive in their
job and pressure from higher level of management.
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OM SAI MOTORS PVT LTD
Recommendation:
1:3:6
As it is clear from above figure that selling of Nano base model is too much low
So company Should reduces the price of base model till 1.17 with octrai on road
and described by executive that it is one lack car on road. Because in this case
customer will not be able to say where is one lack car and due to less selling of
base model it will not affect too much company.
Reduce dealer margin a little in Nano base model, no dealer discount in base
model strictly applied to all dealer so that each dealer can earn sufficient
money . As each dealer gives maximum five thousand discount that he will
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save. Remaining part is bear by company. It will not affect too much company
due to less selling of base model.
CONSEQUENCES :-
2. People understand it has a power steering while they enquired found that it
doesn‘t have power steering.
3. Its mind setup of people that backside is open able but when came to know
realty disappointed.
5. Due to too much media attention and advertisement ,some people enquire only
for his knowledge. He come for some big car but also enquire about Nano.
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OM SAI MOTORS PVT LTD
3. Sales executive should well trained by panther and Team leader so that he is
able to convince to each query regarding Tata Nano(look query regarding
Tata Nano)
4. A single page brochure which contains all three models feature and on top ex-
showroom price ,with or without octrai as applicable, of each model. Each
Dealer will determine to distribute this maximum in his access with his stamp
but this should not distribute by Nano executive that will down his moral.
This distribution may be on traffic signal, parking zone area near railway
station, bus stop, banking institution, shops, bus stands, cooperative housing
societies Etc.
The ability to persuade Nano executive to work toward meeting sales target
and organizational goals enthusiastically.
He should have ability to bind Nano team together.
He should have ability to exert influence over Nano executive.
A Nano Leader should be a person who establishes vision, sets targets,
motivates executive and obtains their commitment to achieve the target and
realize the vision.
1. PHYSICAL QUALITIES
Sound health b) Vitality
2. PSYCHOLOGICAL QUALITIES
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OM SAI MOTORS PVT LTD
4. Hierarchy of team to solve Nano queries at very faster rate( process flow)
sales executive
General manager
(dealership)
territory
Product
manager team leader of
sales executive
Manager tata nanno
panther
sales executive
5. Faster delivery process to decreases work load on executive how this can
be done:
Sales executive will book the Nano, fill complete order form and at
the same time get signature on form 20, will collect all the necessary
document, fill the application form in case of finance get necessary
signature on the form, and give ECS form if customer want to do ECS
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All these are reasonable figure but this will be possible if each level ensure his
duty. This can be possible by proper monitoring of Team leader, Sales manager,
panther etc. If at any level delay happen he will give proper reason. Sales executive
will take sign of RTO department at the time of giving consent in the same way he
will take signature at the time of giving complete document.
7. Attire of NANO executive should be well clean and his identity card is
wearied by him
8. Nano sales kit always has following list of document in same order
1.EMI Chart
2.price list
3. Brochure
4. Quotation that should be computer generated
5. Form 19
6.Test drive feedback form
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OM SAI MOTORS PVT LTD
7. Order form
8. Form 20
9. ECS form
10. Service schedule
11. Blank paper
Other than above team leader ensure separate test drive register for Nano so
that easily entered on system each day. Also Team leader ensure that
calculator, quotation book, finance application form easily available to
executive so that he will not search here and there at the time of necessities. .
Receptionist will do warm welcome fill necessary data required for white form
(Name, Cellph. No., Address, Exchange if applicable, vehicle, type of buyer) &
give it to executive. Always ensure filling of white form & giving it to executive
always done by receptionist. This ensure respect of customer. Now executive will
never ask his Name & cell ph. He will see the white form otherwise customer will
be irritated.
Now again Executive will warm welcome, see the white form & start applying
AIDA Formula
ATTENTION--------------------------------------
In attention part tell him/her feature of all the variant (NANO Std, Cx, Lx) with
colour available. Then told price of each model individually. Always first tell
Major features but if customer ask, tell him detail feature also. Now Tell Him/her
Pricing.
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Now depending upon Hot or warm ask him/her for tea or coffee. If already he ask
then it‘s ok……………Now talk ,out of subject, something to feel him
comfortable.
Afterword……………….
Interest……………………………..
Sir, Tata is so confident about Nano due to that increases warranty of car
from 2-4 year. Here customer can ask what comes under
warranty…………….
Sir, Most fuel efficient car of the India. No where you will find such fuel
efficiency in petrol……….
Maneuverability
Spacious ( Sir it is six percent shorter than Maruti 800 but 21% more
spacious than 800.
Sir. In 230 thousand you are getting top model with body colour bumper,
Power Window, central looking system, Aluminum Engine Etc
Note- Alto top model in 335 not come with body colour bumper & aluminum
engine
Sir, Really Value for Money in TATA NANO
Always be humble with customer, Try to make good customer relationship for
referral in future and best customer satisfaction.
After creating his interest tell him finance scheme if he want in finance…….
If said I want in full payment…………………then it‘s ok
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OM SAI MOTORS PVT LTD
Always take care give full bifurcation and necessary document required in written
neatly.
Now here take care if customer interested for low down payment and low
installment accordingly financer and tenure should pitch. But also ensure he have
all the document required to that financer.
Desire………………………………………………….
Now ask the customer for test drive if say yes, take his license & make entry on
register. If customer says no I have already taken or don‘t know driving
…………..Give him/her demo only
Note- This is the heart part of your sales process, and its effectiveness depends on
communication skill, knowledge regarding product, way of expression, personality
etc.
Alter………………………………………..
1. Always green form of each & every customer either it is very cold or very
hot doesn‘t matter.
2. Must be used separator initially it will seems boring, but when come in habit
clearly it will be seen beneficial.
3. Always follow-up customer right time,
4. Always ask in expectation of positive answer & it should not be close ended.
5. Some time customer give you only commitment to come but never come. If
it seems ask him for appointment then according to his/her answer it will be
clear to you either he is really interested or not.
6. Don‘t forget to give your cell phone No. to customer, if not given visiting
card.
7. Executive must be try such a way, customer save his cellph. No..in this way
when he will be interested sure get back to him first.
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NOTE- Always remember a good sales person never loses his patience till 11
hour. Customer & god may meet any time. Thus always go
continuously…………………meet the Target………….
Research Methodology:-
OBJECTIVES:
Data collection:
There are two types data collection method used in my project Report
1. Primary Data
2. Secondary Data
During observation I also take views of people in each category in draw some
conclusion
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Note: Kind attention here all , during my project I m also doing my job as Nano
executive so direct attachment with customer as well as almost who directly or
indirectly have an effect on Tata Nano.
Method of contact:
To fill all fore above described questionnaire a part is filled by direct contact
method, by email, Showroom walk-in customer, telephonic calling etc. I also take
help of some dealer employee working in different dealership. Kind attention here
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writer of this project is executive of Nano too so always in touch of every type of
customer and employee regarding Nano. The entire questionnaire fills by him
based on his conversation.
Location: Mumbai
Major dealer ship chosen to fill the questionnaire by dealer employee as well as
Tata Nano customer is following
Random customer are chosen from kanivli area as well as by email across the
India.
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QUESTIONNAIRE
Dear respondents,
I am Santosh Chaurasia employed in Om Sai motors Pvt ltd as Nano executive. As
a part of my social work I am conducting study on TATA NANO. It would be a
great help if you please spare some of your time to fill this questionnaire. The
responses would be kept strictly confidential & use to data analysis
Name
…………………………………………………………………………………
…….. DOB………………………………..
Annual income……………………………….occupation
…………………………Qualification…………………………
residential
address…………………………………………………………………………
……………………………………………
Marital Status ……………….
Random customer:
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Tata Nano
iii)its gets catch fire iv) Not value for money in Tata
Nano
v)624 cc engine
8. If Yes why..
i) Fuel Efficient ii)spacious iii)Stylish look iv)
City manuarbility
9. What comes in your mind when you listen about TATA NANO?
i) Cheap ii)gets fire iii)Affordable iv)I lack car
v)Economical
10.Do you like to purchase TATA NANO?
i)YES ii) NO
11.IF NO WHY………………………
i) It‘s small car ii)down the prestige iii)Gets fire
iv)Middle class car
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Conclusion:
Recommendation:-
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Conclusion:-
Recommendation:
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Existing customer
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Conclusion:-
Recommendation:
Company should have referral scheme but it should in proper way not on
only advertising
In future if up gradation take place it must be with power steering and
reduced noise.
Company should cash happiness of Nano customer. He should organize
customer meet in which Assured gift for giving three person Name and
caliph. No. that can purchase Tata Nano. After conversion big gift for them.
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False Enquiry
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Conclusion:-
1) Mostly people go for enquiry because he understand its 1 lakh & Affordable.
2) Some enquiry goes false because of power steering.
3) Best value for money
4) Space & look most liked by the customer
5) Executive are not able to handle quires of customer
6) Mostly executive never pitch for test drive
7) A segment of people looking for up gradation in Tata Nano
8) Performance of car is good according to cost.
Recommendation:-
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