Amity Business School

PROJECT PROFILE – MARKET RESEARCH

TOPIC
• SPRING BACK – TATA 207

ABOUT THE STUDY

• Tata motors had hired Accenture consultancy services in Pune area
because of the depleting sales of Tata motor’s commercial vehicle Tata 207,
Accenture consultancy services surveyed the market and has a task of
increasing the market share from 16% to 25%
• Tata motors has three major dealers in Pune and Pimri area,the
major concern is the increase of sales of Tata 207 ,
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THE STUDY
PURPOSE OF RESEARCH
Product insight
Perception of the customer
Expansion of market share

PUNE
- Surrounded by lot of rural area
- Huge demand area for commercial
vehicle
- Competition(mahindra) has surpassed
the sales undisputely despite a positive
tata perception
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OBJECTIVE
IDENTIFICATION OF DEMAND
POINTS IN PUNE AREA

DETERMINING VARIOUS
ACTIVITIES TO REACH OUT
TO THE CUSTOMERS

PREPARING A RIGHT
INTERFACE FOR DEALEARS
SALES EXECUTIVES TO
COUNTER CUSTOMER
QUERIES AND PERCEPTION
 RESEARCH Amity Business School

METHODOLOGY
• Research design
The research is exploratory in nature

Parameters
Demand point Validation
Number of pick up population
Application
Key Influencer
Attributes required for the application
Other Comments
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Instruments
An open and closed end questionnare was constructed
Data analysis is done by the use of software excel

Sample
Sampling technique used was Probability and non probability sampling
A sample of 41 respondents was taken for the survey
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We met 41 customers in Pune in May 2010 and the diagnostic survey

was conducted with them

Hypothesized Number of Tata Mahindra Others

Demand Point surveys pickup Pickup
conducted owners owners
Market Yard 4 0 4 0
Kothrud 6 2 3 1
Peth 8 2 1 5
Katraj 4 2 1 1
Wagholi 4 1 2 1
Vishrantwadi 3 1 2 0
Hadapsar 4 0 4 0
Phursungi 8 4 4 0
Total 41 12 21 8

© 2010 Accenture All rights reserved. 1

 Amity Business School

Diagnostic Observations

Demand No. of Pick

Validation Usage Application Key Influencer
Point Population
Market mainly consists of
Around 200 vehicles
vegetable suppliers from nearby
with 90-100 owners
Huge villages and a few captive • Drivers
160 Maxx Pickup
Market yard Demand customers (cement). • Mechanics
20 Bolero Pickup
point • Bodybuilders
15 Tata 207
Distance travelled: 100-200km
5 Maxxi trucks
Load: 1.8 to 2 tonnes
Around 60-70
Moderate vehicles
Cement
Kothrud demand 25 Maxx Pickup • Existing Customers
Steel tiles
point 35 Tata 207
10 Bolero Pickup

Around 40-50 Transfer of diesel

Low vehicles Cement
Katraj demand 25 Tata 207 • Drivers
point 20 Maxx Pickup Distance travelled: low
2-5 Bolero Pickup Load: 2-2.2 tonne

© 2010 Accenture All rights reserved. 3

 Amity Business School

Diagnostic Observations

Demand
Validation No. of Pick Population Usage Application Key Influencer
Point

Transporters (Godowns)
300 vehicles
Cement
Huge demand 250 Maxx pickup + Bolero
Phursungi • Local Mechanics
point pickup
Distance: 40 – 50 km Load:
50 Tata 207
2 tonnes

Fruits and vegetables

170-180 vehicles
Huge demand • Drivers
Hadapsar 150 Maxx Pickup + Bolero Distance: 50 - 60 km per
point • Existing Customers
10 - 15 Tata 207 day
Load: 1.2-2 tons

Pipes timber and steel

Around 20-25 vehicles transfer
Low demand
Peth 14 Maxx pickups • Existing Customers
point
4 Tata 207 Distance: 20-35 km
Load 2 ton

© 2010 Accenture All rights reserved. 4

 Amity Business School

Diagnostic Observations

Demand
Validation No. of Pick Population Usage Application Key Influencer
Point

Around 160-170 Cement

vehicles Steel • Mechanics
Huge
Wagholi 150 Mahindra Maxx + • RTO agents
demand point
Bolero Distance: 20-40km per day • Sarpanchs
10-15-Tata 207 Load: 1.5 to 2 ton.

Fruits and vegetables

Steel
Around 120 vehicles Transporters (Godowns)
Moderate • Mechanics
Vishrantwadi 100 Maxx Pickup
demand point • Existing customers
15-20 - Tata 207 Distance: 30 – 50 km per
day
Load: 1.4 - 2 ton

© 2010 Accenture All rights reserved. 5

 FINDINGS Amity Business School

There are pockets of areas which are huge demand points. If we focus on
these demand points we will get to 25% market share very quickly

We have limited presence in these demand points (both in terms of vehicle

visibility and awareness). This is primarily due to our DSE’s being unable to
tap big customers / customers with a negative product perception

The key influencers at a demand point are : body builders, drivers, local
mechanics and existing customers

Customer has bitter pre conceived notions about the earlier TATA 207

The competition(Mahindra) has a strong village hold due to its tractor sales
and capitalizes its tractor customer base to spread positive word about its
Mahindra max pick up
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Positive perception generation among the customer is crucial

Genuine connect with the customer is the key

Understanding of the functioning of Automobile business

Huge improvement in interpersonal skills

Uniqueness in the project

Tata motors organised special events to connect to the influencers who entice
customer to buy a vehicle and this was done in Tata motors Pune,when it
reached out to unrecognizes forces which influence the customer
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Customers mostly go with the word of mouth and rely mostly on the
perception and image of the vehicle in the market

• The name 207 has been stuck with the new tata 207 rx pick up and
customers perceive it to be the same as earlier variant which had
performance problems and hampers the brand image as whole hence the
name 207 should be removed from its introduction to the customers and the
vehicle should be presented as tata rx pick up thereby omitting any
confusion

• Dealear’s sales executives have to be relocated according to their native

areas as it will help the dse’s to connect with the local people and build trust
and a positive response
Amity Business School
Amity Business School