tionships with existing customers (base management).

Once a marketer has converted the prospective buyer, base management marketing takes over. The process for base management shifts the marketer to building a relationship, nurturing the links, enhancing the benefits that sold the buyer in the first place, and improving the product/service continuously to protect the business from competitive encroachments. or a marketing plan to be successful, the mix of the four !"s! must reflect the wants and desires of the consumers or #hoppers in the target market. Trying to convince a market segment to buy something they don$t want is extremely expensive and seldom successful. %arketers depend on insights from marketing research, both formal and informal, to determine what consumers want and what they are willing to pay for. %arketers hope that this process will give them a sustainable competitive advantage. %arketing management is the practical application of this process. The offer is also an important addition to the &"$s theory. The 'merican %arketing 'ssociation ('%') states, !%arketing is an organi(ational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organi(ation and its stakeholders. %arketing methods are informed by many of the social sciences, particularly psychology, sociology, and economics. 'nthropology is also a small, but growing influence. %arket research underpins these activities. Through advertising, it is also related to many of the creative arts. %arketing is a wide and heavily interconnected sub)ect with extensive publications. *t is also an area of activity infamous for re+inventing itself and its vocabulary according to the times and the culture. Concept of Marketing !%arketing! is an instructive business domain that serves to inform and educate target markets about the value and competitive advantage of a company and its products. ,-alue. is worth derived by the customer from owning and using the product. ,/ompetitive 'dvantage. is a depiction that the company or its products are each doing something better than their competition in a way that could benefit the customer.

%arketing is focused on the task of conveying pertinent company and product related information to specific customers, and there are a multitude of decisions (strategies) to be made within the marketing domain regarding what information to deliver, how much information to deliver, to whom to deliver, how to deliver, when to deliver, and where to deliver. Once the decisions are made, there are numerous ways (tactics) and processes that could be employed in support of the selected strategies. 's %arketing is often misinterpreted as )ust advertising or sales, /hris 1ewton, in What is marketing? (%arketing 2elp Online, 3445), defined marketing as every strategy and decision made in the following twelve areas6

*dentifying and 7uantifying the need in the marketplace *dentifying and 7uantifying the target markets *dentifying the optimum cost effective media 8 online and offline + to reach the target markets 9eviewing the priorities of the product offering in your overall product mix :matrix; *dentifying and developing the most effective distribution channels, be they wholesaler networks, partnering alliances, franchising, or any number of conduits to the market. Testing different ways of packaging the concepts or products to find their most $easy+to+ sell$ form Testing to find the optimum pricing strategies <eveloping effective promotional strategies and effective advertising and supporting collateral, offers, and launch strategies <eveloping and documenting the sales process inding the optimum execution of the sales process 8 through testing of selling scripts, people selection, supporting collateral, skills and attitudinal training, tracking, measuring and refining

=nsuring that sales pro)ections reflect realistic production capacities <eveloping nurture programs to optimise the lifetime value of the customer

The goal of marketing is to build and maintain a preference for a company and its products within the target markets. The goal of any business is to build mutually profitable and sustainable

relationships with its customers. >hile all business domains are responsible for accomplishing this goal, the marketing domain bears a significant share of the responsibility. >ithin the larger scope of its definition, marketing is performed through the actions of three coordinated disciplines named6 ,"roduct %arketing., ,/orporate %arketing., and ,%arketing /ommunications..

Two levels of marketing #trategic marketing6 attempts to determine how an organi(ation competes against its competitors in a market place. *n particular, it aims at generating a competitive advantage relative to its competitors. Operational marketing6 executes marketing functions to attract and keep customers and to maximi(e the value derived for them, as well as to satisfy the customer with prompt services and meeting the customer expectations. Operational %arketing includes the determination of the porter$s five forces Four Ps *n the early 0@A4s, "rofessor 1eil Borden at 2arvard Business #chool identified a number of company performance actions that can influence the consumer decision to purchase goods or services. Borden suggested that all those actions of the company represented a ,%arketing %ix.. "rofessor =. Cerome %c/arthy, also at the 2arvard Business #chool in the early 0@A4s, suggested that the %arketing %ix contained & elements6 product, price, place and promotion. *n popular usage, !marketing! is the promotion of products, especially advertising and branding. 2owever, in professional usage the term has a wider meaning which recogni(es that marketing is customer+centered. "roducts are often developed to meet the desires of groups of customers or even, in some cases, for specific customers. =. Cerome %c/arthy divided marketing into four general sets of activities. 2is typology has become so universally recogni(ed that his four activity sets, the our "s, have passed into the language.

&

The four "s are6

Product: The product aspects of marketing deal with the specifications of the actual goods or services, and how it relates to the end+user$s needs and wants. The scope of a product generally includes supporting elements such as warranties, guarantees, and support.

Pricing: This refers to the process of setting a price for a product, including discounts. The price need not be monetary + it can simply be what is exchanged for the product or services, e.g. time, energy, psychology or attention.

Promotion: This includes advertising, sales promotion, publicity, and personal selling, branding and refers to the various methods of promoting the product, brand, or company. Placement: (or distribution)6 refers to how the product gets to the customerD for example, point of sale placement or retailing. This fourth " has also sometimes been called Place, referring to the channel by which a product or services is sold (e.g. online vs. retail), which geographic region or industry, to which segment (young adults, families, business people), etc. also referring to how the environment in which the product is sold in can affect sales.

These four elements are often referred to as the marketing mix,E3F which a marketer can use to craft a marketing plan. The four "s model is most useful when marketing low value consumer products. *ndustrial products, services, high value consumer products re7uire ad)ustments to this model. #ervices marketing must account for the uni7ue nature of services. *ndustrial or B3B marketing must account for the long term contractual agreements that are typical in supply chain transactions. 9elationship marketing attempts to do this by looking at marketing from a long term relationship perspective rather than individual transactions.

's a counter to this, %organ, in Riding the Waves of Change (Cossey+Bass, 0@55), suggests that one of the greatest limitations of the & "s approach !is that it unconsciously emphasi(es the inside8out view (looking from the company outwards), whereas the essence of marketing should be the outside8in approach!. 1evertheless, the & "s offer a memorable and workable guide to the ma)or categories of marketing activity, as well as a framework within which these can be used. Seven Ps 's well as the standard four "$s ("roduct, "ricing, "romotion and "lace), services marketing calls upon an extra three, totaling seven and known together as the extended marketing mix. These are6

People6 'ny person coming into contact with customers can have an impact on overall satisfaction. >hether as part of a supporting service to a product or involved in a total service, people are particularly important because, in the customer$s eyes, they are generally inseparable from the total service . 's a result of this, they must be appropriately trained, well motivated and the right type of person. ellow customers are also sometimes referred to under $people$, as they too can affect the customer$s service experience, (e.g., at a sporting event).

Process6 This is the process(es) involved in providing a service and the behaviour of people, which can be crucial to customer satisfaction. Physical evidence6 Hnlike a product, a service cannot be experienced before it is delivered, which makes it intangible. This, therefore, means that potential customers could perceive greater risk when deciding whether to use a service. To reduce the feeling of risk, thus improving the chance for success, it is often vital to offer potential customers the chance to see what a service would be like. This is done by providing physical evidence, such as case studies, testimonials or demonstrations.

Four New Ps

Personalization: *t is here referred customi(ation of products and services through the use of the *nternet. =arly examples include <ell on+line and 'ma(on.com, but this concept is further extended with emerging social media and advanced algorithms. =merging technologies will continue to push this idea forward.

Participation: This is to allow the customer to participate in what the brand should stand forD what should be the product directions and even which ads to run. This concept is laying the foundation for disruptive change through democrati(ation of information.

Peer-to-Peer: This refers to customer networks and communities where advocacy happens. The historical problem with marketing is that it is ,interruptive. in nature, trying to impose a brand on the customer. This is most apparent in T- advertising. These ,passive customer bases. will ultimately be replaced by the ,active customer communities.. Brand engagement happens within those conversations. "3" is now being referred as #ocial /omputing and is likely to be the most disruptive force in the future of marketing.

Predictive modeling: This refers to algorithms that are being successfully applied in marketing problems (both a regression as well as a classification problem).

Product Steps in product design

<esign and development of product ideas. #election of and sifting through product ideas. <esign and testing of product concept. 'nalysis of business instead of product concept. <esign and testing of emotional product.

Packaging Re uirements of good packaging

unctional + effectively contain and protect the contents "rovide convenience during distribution, sale, opening, use, reuse, etc. Be environmentally responsible Be cost effective 'ppropriately designed for target market =ye+catching (particularly for retail/consumer sales) /ommunicate attributes and recommended use of the product and package /ompliant with retailers$ re7uirements "romotes image of enterprise <istinguishable from competitors$ products %eet legal re7uirements for product and packaging "oint of difference in service and supply of product. or a perfect product, perfect colour.

Forms of packaging

Specialt! packaging J emphasi(es the elegant character of the product Packaging for dou"le-use Com"ination packaging two or more products packaged in the same container #aleidoscopic packaging J packaging changes continually to reflect a series or particular theme Packaging for immediate consumption J to be thrown away after use Packaging for resale J packed, into appropriate 7uantities, for the retailer or wholesaler

Trademarks Significance of a trademark

<istinguishes one company$s goods from those of another #erves as advertisement for 7uality "rotects both consumers and manufacturers Hsed in displays and advertising campaigns Hsed to market new products

$rands ' brand is a name, term, design, symbol, or other feature that distinguishes products and services from competitive offerings. ' brand represents the consumers$ experience with an organi(ation, product, or service. ' brand has also been defined as an identifiable entity that makes a specific promise of value. /o+branding involves marketing activity involving two or more products. Pricing "ricing refers to the amount of money exchanged for a product. This value is determined by utility to the consumer in terms of money and/or sacrifice that the consumer is prepared to give for it. %"&ectives

*ncrease sales volume *ncrease revenue 'chieve or increase profits *ncrease or maintain market share =liminate competition

'chieve advantages of mass production

Factors influencing price-determination

"roduction and distribution costs #ubstitute goods available 1ormal trade practices ixed prices 9eaction of distributors 9eaction of consumers 1ature of demand6
o

elastic/inelastic "erfect competition %onopolistic competition %onopoly Oligopoly

orm of market6
o o o o

Steps to determine price

<etermine market share to be captured #et up price strategy =stimate demand =valuate competitors$ reactions

'istri"ution (Place) C*annels

%anufacturer to consumer (most direct) %anufacturer to wholesaler to retailer to consumer (traditional) %anufacturer to agent to retailer to consumer (current) %anufacturer to agent to wholesaler to retailer to consumer

04

%anufacturer to agent to customer ( ex 6 </K,'%>'L )

Manufacturers Reasons for direct selling met*ods

%anufacturer wants to demonstrate goods. >holesalers, retailers and agents not actively selling. %anufacturer unable to convince wholesalers or retailers to stock product. 2igh profit margin added to goods by wholesalers and retailers. %iddlemen unable to transport.

Reasons for indirect selling met*ods

%anufacturer does not have the financial resources to distribute goods. <istribution channels already established. %anufacturer has no knowledge of efficient(specific) distribution. %anufacturer wishes to use capital for further production. Too many consumers in a large areaD difficult to reach. %anufacturer does not have a wide assortment of goods to enable efficient marketing. <irect on+selling advantages.

+*olesalers Reasons for using w*olesalers

Bear risk of selling goods to retailer or consumer #torage space <ecrease transport costs Mrant credit to retailers 'ble to sell for the manufacturers Mive advice to manufacturers Break down products into smaller 7uantities

00

Reasons for "!passing w*olesalers

Kimited storage facilities 9etailers$ preferences >holesaler cannot promote products successfully <evelopment of wholesalers$ own brands <esire for closer market contact "osition of power /ost of wholesalers$ services "rice stabilisation 1eed for rapid distribution %ake more money

+a!s of "!passing w*olesalers

#ales offices or branches %ail orders <irect sales to retailers Travelling agents <irect Orders #pecific channel

,gents

Commission agents work for anyone who needs their services. They do not ac7uire ownership of goods but receive del credere commission. Selling agents act on an extended contractual basis, selling all of the products of the manufacturer. They have full authority regarding price and terms of sale. $u!ing agents buy goods on behalf of producers and retailers. They have an expert knowledge of the purchasing function. $rokers speciali(e in the sale of one specific product. They receive a brokerage.

03

Factor! representatives represent more than one manufacturer. They operate within a specific area and sell related lines of goods but have limited authority regarding price and sales terms.

Marketing communications %arketing communications breaks down the strategies involved with marketing messages into categories based on the goals of each message. There are distinct stages in converting strangers to customers that govern the communication medium that should be used. ,dvertising

"aid form of public presentation and expressive promotion of ideas 'imed at masses %anufacturer may determine what goes into advertisement "ervasive and impersonal medium

Functions and advantages of successful advertising

Task of the salesman made easier orces manufacturer to live up to conveyed image "rotects and warns customers against false claims and inferior products =nables manufacturer to mass+produce product /ontinuous reminder Hninterrupted production a possibility *ncreases goodwill 9aises standards of living (or perceptions thereof) "rices decrease with increased popularity =ducates manufacturer and wholesaler about competitors$ offerings as well as shortcomings in their own.

0?

%"&ectives

%aintain demand for well+known goods *ntroduce new and unknown goods *ncrease demand for well+known goods/products/services

Re uirements of a good advertisement

'ttract attention (awareness) #timulate interest /reate a desire Bring about action

-ig*t steps in an advertising campaign

%arket research #etting out aims Budgeting /hoice of media (television, newspaper, radio) /hoice of actors (1ew Trend) <esign and wording /o+ordination Test results

Personal sales Oral presentation given by a salesman who approaches individuals or a group of potential customers6

Kive, interactive relationship "ersonal interest 'ttention and response *nteresting presentation 0&

Sales promotion #hort+term incentives to encourage buying of products6

*nstant appeal 'nxiety to sell

'n example of this is coupons or a sale. "eople are given an incentive to buy, but it does not build customer loyalty, nor encourage repeat buys in the future. ' ma)or drawback of sales promotion is that it is easily copied by competition. *t cannot be used as a sustainable source of differentiation. Marketing Pu"lic Relations (MPR)

#timulation of demand through press release giving a favourable report to a product 2igher degree of credibility =ffectively news Boosts enterprise$s image

Customer focus %any companies today have a customer focus (or customer orientation). This implies that the company focuses its activities and products on consumer demands. Menerally there are three ways of doing this6 the customer+driven approach, the sense of identifying market changes and the product innovation approach. *n the consumer+driven approach, consumer wants are the drivers of all strategic marketing decisions. 1o strategy is pursued until it passes the test of consumer research. =very aspect of a market offering, including the nature of the product itself, is driven by the needs of potential consumers. The starting point is always the consumer. The rationale for this approach is that there is no point spending 9N< funds developing products that people will not buy. 2istory attests to many products that were commercial failures in spite of being technological breakthroughs.

0G

' formal approach to this customer+focused marketing is known as #*-'E&F (#olution, *nformation, -alue, 'ccess). This system is basically the four "s renamed and reworded to provide a customer focus. The #*-' %odel provides a demand/customer centric version alternative to the well+known &"s supply side model (product, price, place, promotion) of marketing management.

"roduct

O #olution

"romotion O *nformation "rice "lace O -alue O 'ccess

The four elements of the #*-' model are6 0. Solution: 2ow appropriate is the solution to the customer$s problem/needP 3. Information: <oes the customer know about the solutionP *f so, how and from whom do they know enough to let them make a buying decisionP ?. Value: <oes the customer know the value of the transaction, what it will cost, what are the benefits, what might they have to sacrifice, what will be their rewardP &. Access: >here can the customer find the solutionP 2ow easily/locally/remotely can they buy it and take deliveryP This model was proposed by /hekitan <ev and <on #chult( in the %arketing %anagement Cournal of the 'merican %arketing 'ssociation, and presented by them in %arket Keader + the )ournal of the %arketing #ociety in the HQ. The model focuses heavily on the customer and how they view the transaction. Product focus

0A

*n a product innovation approach, the company pursues product innovation, then tries to develop a market for the product. "roduct innovation drives the process and marketing research is conducted primarily to ensure that a profitable market segment(s) exists for the innovation. The rationale is that customers may not know what options will be available to them in the future so we should not expect them to tell us what they will buy in the future. 2owever, marketers can aggressively over+pursue product innovation and try to overcapitali(e on a niche. >hen pursuing a product innovation approach, marketers must ensure that they have a varied and multi+tiered approach to product innovation. *t is claimed that if Thomas =dison depended on marketing research he would have produced larger candles rather than inventing light bulbs. %any firms, such as research and development focused companies, successfully focus on product innovation (#uch as 1intendo who constantly change the way -ideo games are played). %any purists doubt whether this is really a form of marketing orientation at all, because of the ex post status of consumer research. #ome even 7uestion whether it is marketing.

'n emerging area of study and practice concerns internal marketing, or how employees are trained and managed to deliver the brand in a way that positively impacts the ac7uisition and retention of customers (employer branding).

<iffusion of innovations research explores how and why people adopt new products, services and ideas. ' relatively new form of marketing uses the *nternet and is called *nternet marketing or more generally e+marketing, affiliate marketing, desktop advertising or online marketing. *t typically tries to perfect the segmentation strategy used in traditional marketing. *t targets its audience more precisely, and is sometimes called personali(ed marketing or one+to+one marketing.

>ith consumers$ eroding attention span and willingness to give time to advertising messages, marketers are turning to forms of permission marketing such as branded content, custom media and reality marketing.

The use of herd behavior in marketing.

0I

%$.-CT/0-S

05

Following are t*e o"&ectives of t*e pro&ect:-

To find t*e marketing tec*ni ues of Tata N,N% inding out the marketing techni7ues which were successful in bringing out the world;s cheapest car into the market, is the main ob)ective of the pro)ect. To stud! t*e "rand awareness The brand awareness that Tata /o. successfully created among the general public with the help of different media, is to be studied. To know t*e secret "e*ind its popularit! inding the secret behind 1'1O;s immense popularity is to be given emphasis on. To stud! t*e cost reduction tec*ni ues *t is to be thoroughly studied as to how the company managed to reduce the cost of production of the car and bring down the market sales price to )ust 9s.0 lakh. To c*eck its awareness among general pu"lic using uestionnaires The awareness of the product among the general public is to be checked, in order to find out the intensity of its popularity. To anal!ze w*at makes N,N% different from its competitors /omparisons are to be made with the car;s competitors in order to find out its edge over them.

0@

M-T1%'%2%34

T%%2S: Ruestionnaire and other observations have been the tools used in the pro)ect. Out of ?4 7uestionnaires distributed among selected respondents, 3G clear ones have been taken for the analysis. ST,T/ST/C,2 T%%2S: Bar diagrams and "ie diagrams are the statistical tools used in the pro)ect, for the analysis and interpretation of the data collected from respondents. S,MP2- 5N/T: The sample unit which has been used in the survey is the :Hrban middle class; people of /hennai. S,MP2- S/6-: The sample si(e of the survey consists of ?4 respondents who belong to the urban middle class.

34

S%5RC-S %F ',T,: Primar! Source Ruestionnaires have been the primary source of data for the pro)ect survey. Secondar! Source The secondary data in the pro)ect includes data collected from %aga(ines, 1ewspapers and *nternet

#/N'S %F R-SP%N'-NTS: The different kinds of respondents for the pro)ect survey have been the >orking class, the Hrban *ndian middle class and Other professionals.

30

2/M/T,T/%NS

The obvious limitation is that the responses reflect those of a sample picked up from a small geographic region. %ore importantly, the sample si(e is rather small and the results are not statistically valid. The findings can nonetheless be considered as indicatory, though not conclusive. The survey was conducted only in /hennai. 2ence only minimum number of respondents had been met. The sample of 3G respondents was limited to the smallest nature of sample and therefore is a limitation. Biased opinion of some of the respondents

#ince the sales of Tata 1'1O has not yet commenced, the survey was restricted.

33

2/T-R,T5R- R-0/-+

The 'utomobile *ndustry *ndian 'utomobile *ndustry Tata /ompany "rofile ' ,"eople;s /ar. named 1'1O o *ntroduction o 2istory N conception o The launch o eatures

o /ontroversies o /ompetitors o /omparison with %'9HT* 544

3?

T1- ,5T%M%$/2- /N'5STR4

'utomobiles as we know them today are the product of centuries of tinkering and innovation. 'utomobile production has grown from small companies making simple so+called horseless carriages to international corporations that mass+produce advanced, reliable automobiles for consumers. -arl! ,utomo"ile Concepts *n the 0Gth century, *talian inventor Keonardo da -inci envisioned possibilities for power+driven vehicles. By the late 0Ith century, =nglish physicist #ir *saac 1ewton had proposed a steam carriage, and by the late 05th century rench army captain 1icholas+Coseph /ugnot had actually built one. By the mid+0544s, the popularity of steam vehicles began to decline because they were dangerous to operate and difficult to maintain. 't about the same time, inventors became interested in the internal+combustion engine. 9obert #treet of =ngland filed a patent in 0I@& that summari(ed how an internal+combustion engine might work, but it was Belgian+born rench inventor Cean+Coseph+Stienne Kenoir who built the first commercially successful internal+combustion engine in 05G@. Kenoir;s engine had a carburetor that mixed li7uid hydrocarbons, which formed a vapor. 'n electric spark in a cylinder ignited the vapor. By 05IA Merman shop clerk 1ikolaus 'ugust Otto had improved on Kenoir$s engine, and the Otto engine became the model of the internal+combustion engines used today. Mermans Mottlieb <aimler and Qarl Ben( attached motors to tricycles and automobiles, building what are regarded as the first modern cars in 055G and 055A (<aimler/hrysler 'M). *n 'merica, lawyer Meorge Baldwin #elden studied many of the =uropean engines at the "hiladelphia /entennial =xposition of 05IA, then redesigned what he considered to be the best among them. 2e reduced the engine weight so it could power a light road vehicle. #elden patented his engine, so he ultimately received a royalty, or small payment, for almost every car made in the Hnited #tates.

3&

>hy is thatP Buckle up as we take an insider$s look at road dangers, inspired by author Tom -anderbilt$s new book !Traffic6 >hy >e <rive the >ay >e <o (and >hat *t #ays 'bout Hs).! 'ispersal of *azardous c*emicals

#tate *mpact <riving forces "ressure 9esponse

2a(ardous waste in the wrong places can represent a more serious danger to health and the environment than ordinary waste does. This is because it contains toxic, inflammable, corrosive or other ha(ardous chemicals. *f ha(ardous waste is dumped with ordinary waste it may result in the dispersal of harmful substances in the environment. They may spread via seepage of contaminated water from landfills, or in the flue gases, ash or slag produced in the incineration process. 2a(ardous waste which is disposed in the sewage may cause increased pollution of sea and seabed due to malfunctioning of purifying plants. 3rowt* in consumption of *azardous waste

#tate *mpact <riving forces "ressure 9esponse

The volume of waste in a society is closely related to its level of consumption. ' growth in consumption translates into a growth in waste. *t also means more ha(ardous waste, especially waste from consumer products. The amounts of ha(ardous waste generated are also closely related to the development in business and industry. *n 1orway, we have experienced a considerable increase in the amounts of ha(ardous waste generated by the offshore industry in the 0@@4s. 3G

More *azardous waste is processed now

#tate *mpact <riving forces "ressure 9esponse

Today we have better knowledge of the ha(ardous properties of substances and what products they are used in than earlier. This has led to an increase in the amounts of waste that are classified as ha(ardous waste. >e have for instance become aware that old insulating windows contain such high amounts of "/B that they are classified as ha(ardous waste when they are to be disposed of. 'nother example is the return schemes that provide consumers free delivery of electrical/electronic (==) waste. /onsumers may deliver their old personal computers, mobile telephones and so on to the distributors of such products who in turn are obliged to collect them. The harmful components are segregated for special collection. *n the old days entire T- sets were simply dumped as household waste without removing the ha(ardous components.

3A

Promoting sound management

#tate *mpact <riving forces "ressure 9esponse

'll sorts of measures are employed to promote proper handling of ha(ardous waste, including special regulations, inspections and audits, industry+specific schemes, return schemes, taxes and information. Regulations Hnder the "ollution /ontrol 'ct the competent 1orwegian authorities have issued regulations concerning ha(ardous waste. These define waste categories and lay down rules for permits to manage ha(ardous waste, the obligation to deliver ha(ardous waste, declaration, the responsibilities of the municipalities, packaging, inspection and audit. %any other provisions govern specific types of ha(ardous waste and associated problems, including batteries, waste oil, oily water, photographic chemicals, amalgam, "/Bs, / /s, brominated flame retardants, fire and explosion ha(ards, export and import, chemicals in general, warning labels and health, environmental and safety activities in enterprises (!internal control!). Permits and licenses ' permit is normally re7uired from the competent pollution control authorities before a contractor may process ha(ardous waste. The 1orwegian "ollution /ontrol 'uthority issues permits for collection and processing of ha(ardous waste, whilst the county governor issues permits for the reception and temporary storage of ha(ardous waste. The permits specify criteria that must be met to ensure proper handling.

3I

Control and inspection The pollution control authorities supervise and inspect all handling of ha(ardous waste. /ndustr!-specific sc*emes and ta7ation fees -arious industry+specific schemes and taxes are also used for ha(ardous waste. One provides for a refund when waste oil is delivered to approve facilities. 'nother is an auto+industry return scheme for lead accumulators and old insulating windows containing "/B. 1azardous waste strateg! %easures are proposed for seven of the most dangerous types of ha(ardous waste. They include waste that contains ha(ardous substances which could harm the environment and be in)urious to health. 'll these substances are included on the 1orwegian Kist of "riority #ubstances. The most important measures in the strategy are to6

provide more information and guidance to the public and the industry improve the established return schemes and consider whether there is a need to establish new schemes increase the 7uality of ha(ardous waste treatment simplify purchasing more environmentally sound products develop new regulations and instruments to lead to less use of chemicals in new products.

35

/N'/,N ,5T%M%$/2- /N'5STR4

The automobile industry in *ndia is the tenth largest in the world with an annual production of approximately 3 million units. *ndia is expected to overtake /hina as the world$s fastest growing car market in terms of the number of units sold and the automotive industry is one of the fastest growing manufacturing sectors in *ndia. Because of its large market, a low base of car ownership and a surging economy, *ndia has become a huge attraction for car manufacturers around the world. Though several ma)or foreign automakers, like ord, #u(uki, M% and 2onda have their manufacturing bases in *ndia, *ndian automobile market is dominated by domestic companies. %aruti #u(uki is the largest passenger vehicle company, Tata %otors is the largest commercial vehicle company while 2ero 2onda is the largest motorcycle company in *ndia. Other ma)or *ndian automobile manufacturers include %ahindra N %ahindra, 'shok Keyland and Ba)a) 'uto. The automotive industry directly and indirectly employs 0? million individuals in *ndia.>hile automobiles were introduced to *ndia in the late 05@4$s, the manufacturing industry only took off after independence in 0@&I. The protectionist economic policies of the government gave rise in 0@G4s to the 2industan %otors 'mbassador, based on a 0@G4$s %orris Oxford, and, is still ubi7uitous in the roads and highways of *ndia. 2industan %otors and a few smaller manufacturers such as "remier 'utomobiles, Tata %otors, Ba)a) 'uto, 'shok and #tandard %otors held an oligopoly until *ndia$s initial economic opening in 0@54s. The maverick *ndian politician #an)ay Mandhi championed the need for a !people$s car!D the pro)ect was reali(ed after his death with the launch of a state+owned firm %aruti Hdyog which 7uickly gained over G4T market share. The %aruti 544 became popular because of its low price, high fuel efficiency, reliability and modern features relative to its competition at the time. Tata %otors exported buses and trucks to niche markets in the developing world. The liberali(ation of 0@@0 opened the flood gates of competition and growth which have continued up to today. The high growth in the *ndian economy has resulted in all ma)or

3@

international car manufacturers entering the *ndian market. Meneral %otors, ord, Toyota, 2onda, 2yundai and others set up manufacturing plants. 9olls 9oyce, Bentley and %aybach are examples of the few high end automobile manufacturers which entered *ndia in the recent years. The Tata 1ano is at the lower end of the price range costing approx H#U 3,G44 and Bugatti -eyron at the other with a price tag of over H#U 3 million. *ndia$s love affair with the automobile is famously embodied in 0@34s 9olls 9oyce collections of the erstwhile mahara)as. The growing middle class aspires for the automobile for its convenience and as a status symbol. Hpper middle class and wealthy car owners employ full+time chauffeurs to navigate the aggressive and seemingly lawless traffic patterns of most cities. The construction of expressways such as the %umbai+"une expressway has opened up new touring opportunities. The expected launch of a ormula One circuit in 1ew <elhi is expected to spark public enthusiasm for a motor sporting industry.

?4

T,T, C%MP,N4 PR%F/2-

Tata %otors Kimited is *ndia;s largest automobile company, with revenues of 9s. ?GAG0.&5 crores (H#< 5.5 billion) in 344I+45. *t is the leader in commercial vehicles in each segment, and among the top three in passenger vehicles with winning products in the compact, midsi(e car and utility vehicle segments. The company is the world;s fourth largest truck manufacturer, and the world;s second largest bus manufacturer. The company;s 3?,444 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.. =stablished in 0@&G, Tata %otors; presence indeed cuts across the length and breadth of *ndia. Over & million Tata vehicles ply on *ndian roads, since the first rolled out in 0@G&. The company;s manufacturing base in *ndia is spread across Camshedpur (Charkhand), "une (%aharashtra), Kucknow (Httar "radesh) and "antnagar (Httarakhand). ollowing a strategic alliance with iat in 344G, it has set up an industrial )oint venture with iat Mroup 'utomobiles at 9an)angaon (%aharashtra) to produce both iat and Tata cars and iat powertrains. The company is establishing two new plants at <harwad (Qarnataka) and #ingur (>est Bengal). The company$s dealership, sales, services and spare parts network comprises over ?G44 touch pointsD Tata %otors also distributes and markets iat branded cars in *ndia. Tata %otors, the first company from *ndia;s engineering sector to be listed in the 1ew Lork #tock =xchange (#eptember 344&), has also emerged as an international automobile company. Through subsidiaries and associate companies, Tata %otors has operations in the HQ, #outh Qorea, Thailand and #pain. 'mong them is Caguar Kand 9over, a business comprising the two iconic British brands that was ac7uired in 3445. *n 344&, it ac7uired the <aewoo /ommercial -ehicles /ompany, #outh Qorea;s second largest truck maker. The rechristened Tata <aewoo /ommercial -ehicles /ompany has launched several new products in the Qorean market, while also exporting these products to several international markets. Today two+thirds of heavy commercial vehicle exports out of #outh Qorea are from Tata <aewoo. *n 344G, Tata %otors

?0

ac7uired a 30T stake in 2ispano /arrocera, a reputed #panish bus and coach manufacturer, with an option to ac7uire the remaining stake as well. 2ispano;s presence is being expanded in other markets. *n 344A, it formed a )oint venture with the Bra(il+based %arcopolo, a global leader in body+building for buses and coaches to manufacture fully+built buses and coaches for *ndia and select international markets. *n 344A, Tata %otors entered into )oint venture with Thonburi 'utomotive 'ssembly "lant /ompany of Thailand to manufacture and market the company;s pickup vehicles in Thailand. The new plant of Tata %otors (Thailand) has begun production of the Venon pickup truck, with the Venon having been launched in Thailand at the Bangkok %otor #how 3445. Tata %otors; is also expanding its international footprint, established through exports since 0@A0. The company;s commercial and passenger vehicles are already being marketed in several countries in =urope, 'frica, the %iddle =ast, #outh =ast 'sia, #outh 'sia and #outh 'merica. *t has franchisee/)oint venture assembly operations in %alaysia, Qenya, Bangladesh, Hkraine, 9ussia and #enegal. The foundation of the company;s growth over the last G4 years is a deep understanding of economic stimuli and customer needs, and the ability to translate them into customer+desired offerings through leading edge 9N<. >ith over 3,G44 engineers and scientists, the company;s =ngineering 9esearch /entre, established in 0@AA, has enabled pioneering technologies and products. The company today has 9N< centres in "une, Camshedpur, Kucknow, in *ndia, and in #outh Qorea, #pain, and the HQ. *t was Tata %otors, which developed the first indigenously developed Kight /ommercial -ehicle, *ndia;s first #ports Htility -ehicle and, in 0@@5, the Tata *ndica, *ndia;s first fully indigenous passenger car. >ithin two years of launch, Tata *ndica became *ndia;s largest selling car in its segment. *n 344G, Tata %otors created a new segment by launching the Tata 'ce, *ndia;s first indigenously developed mini+truck *n Canuary 3445, Tata %otors unveiled its "eople;s /ar, the Tata 1ano, which *ndia and the world have been looking forward to. ' development, which signifies a first for the global automobile industry, the 1ano brings the comfort and safety of a car within the reach of thousands of families. >hen launched in *ndia later in 3445, the car will be available in both

?3

standard and deluxe versions. The standard version has been priced at 9s.044,444 (excluding -'T and transportation cost). <esigned with a family in mind, it has a roomy passenger compartment with generous leg space and head room. *t can comfortably seat four persons. *ts mono+volume design will set a new benchmark among small cars. *ts safety performance exceeds regulatory re7uirements in *ndia. *ts tailpipe emission performance too exceeds regulatory re7uirements. *n terms of overall pollutants, it has a lower pollution level than two+wheelers being manufactured in *ndia today. The lean design strategy has helped minimise weight, which helps maximise performance per unit of energy consumed and delivers high fuel efficiency. The high fuel efficiency also ensures that the car has low carbon dioxide emissions, thereby providing the twin benefits of an affordable transportation solution with a low carbon footprint. The years to come will see the introduction of several other innovative vehicles, all rooted in emerging customer needs. Besides product development, 9N< is also focussing on environment+friendly technologies in emissions and alternative fuels. Through its subsidiaries, the company is engaged in engineering and automotive solutions, construction e7uipment manufacturing, automotive vehicle components manufacturing and supply chain activities, machine tools and factory automation solutions, high+precision tooling and plastic and electronic components for automotive and computer applications, and automotive retailing and service operations. True to the tradition of the Tata Mroup, Tata %otors is committed in letter and spirit to /orporate #ocial 9esponsibility. *t is a signatory to the Hnited 1ations Mlobal /ompact, and is engaged in community and social initiatives on labour and environment standards in compliance with the principles of the Mlobal /ompact. *n accordance with this, it plays an active role in community development, serving rural communities ad)acent to its manufacturing locations. >ith the foundation of its rich heritage, Tata %otors today is etching a refulgent future

??

A Peoples Car named NANO

/NTR%'5CT/%N
T*e Strateg! $e*ind N,N%

The media is raising a lot of hue and cry over the latest innovation from the Tata and predicts that 1'1O will send two+wheeler manufacturers into oblivion. But then this is too oversimplified a story. The ma)ority of the mass two+wheeler market exists in the :below 9s.4.&4 lakh category;D and to a significant extent in the semi+urban and rural markets where upgrading to an 9s.0 lakh car may still be too distant a dream. %ore so, the two products meet completely different lifestyle needs with very little overlapping boundaries. Therefore, two+wheeler manufacturers need not worry. Then where lies the market for 1'1OP >hat segment is 9atan Tata eyeing atP Besides, the Tatas also plan to take 1'1O to the global level. The car is not only the cheapest in *ndia, but also the cheapest in the worldD cheaper than even some bicycles sold in =urope (%adone G.3). The car is expected to be a ma)or hit in Katin 'merica, 'frica and #outh =ast 'sia. 9atan Tata also points out that several H# and =uropean car owners often prefer to possess a sub+compact car as a second or third car. #uch a discerning trend is emerging in other markets as well. 1'1O could evolve under this category. The group even has plans to extend its manufacturing base beyond #ingur, in >est BengalD where commercial roll+out is expected in October 3445. *t is also rumoured that the Tatas are already holding talks for setting up a second manufacturing base in Thailand. Miven the enormous trust and commitment associated with the ,Tata. brand even in the global circles, the dream is not too far+fetched. 's 9atan Tata once commented, ,* am a moderate risk taker but * am not risk averse, nor am * a gambler. *f * believe in something, * would pursue it vigorously.. (2industan Times, #eptember A, 344&).

?&

+*at8s so N,N% a"out it9

The core team initially experimented with a lot of innovative ideas like replacing steel with engineering plastics or reducing metal gauge to break the price barrier. But toying around with such amateurish ideas alone was )ust not enough. They needed to come out with something radically different, in an industry which has matured since the launch of the ord %odel T in 0@45. But then isn;t this being in a state of utopia, that too when the giants of <etroit, Capan and Mermany have failed to perform anything close to itP 9atan Tata refused to take a ,no. for an answer. That;s when ,1ano. struck him. 1ano+technology broadly refers to a field of applied science and technology whose unifying theme is the control of matter at the sub+atomic or molecular scale to the order of 04, and the fabrication of devices with critical dimensions that lie within that si(e range. *t is a highly multi+ disciplinary field, drawing from domains such as applied physics, material science, interface and colloid science, device physics, self+replicating machines and robotics, chemical engineering, mechanical engineering and electrical engineering. *t follows broadly two approaches. *n the ,bottom+up. approach, materials and devices are built from molecular components which assemble themselves chemically by principles of molecular recognition. *n the ,top+down. approach, nano+ob)ects are constructed from larger entities without atomic+level control (which incidentally is what the Tatas followed). Though by external appearance 1'1O looks a little different from a typical four+wheeler, the use of nano+technology at multiple levels led to ?& patents being filed, and the delivering of a car at an unimaginable price of U3G44. The resultant effect is that it has become a global envy, and *ndia;s pride. The prototype has already been launched, leaving speculators and critics in awe.

?G

1/ST%R4 ,N' C%NC-PT/%N

The pro)ect to create the world$s most inexpensive car began in 344?, under the /hairman of Tata %otors, 9atan Tata, inspired by the number of *ndian families with two+wheeled rather than four+wheeled transport. 1'1O$s development has been tempered by the company$s success in producing the low cost & wheeled 'ce truck in %ay 344G. 1'1O was unveiled at the 3445 1ew <elhi 'uto =xpo /ontrary to speculation that the car might be a simple four+wheeled auto rickshaw, The Times of *ndia reported the vehicle is !a properly designed and built car!. The /hairman is reported to have said, !*t is not a car with plastic curtains or no roof J it$s a real car.! To achieve its design parameters, Tata has refined the manufacturing process, emphasi(ed innovation and sought new design approaches from suppliers. The car was designed at *taly$s *nstitute of <evelopment in 'utomotive =ngineering J with 9atan Tata re7uesting certain changes, such the elimination of one of two windscreen wipers. 1'1O has 30T more interior space and an 5T smaller exterior, when compared with its closest rival, the %aruti 544. The car will come in different versions, including one standard and two deluxe variants. The deluxe version will have air conditioning, but no power steering. The car is expected to be produced in the #ingur plant in >est Bengal, which is under construction. The initial production target set by Tata %otors is 3G4,444 units per year.

?A

T1- 2,5NC1

Tata Motors non-committal on launc* date of N,N% Tata %otors showcased 1'1O at the <elhi 'uto =xpo but the company is non+committal on the date for the market launch of the car. /ustomers are getting ready to buy the car in #eptember, but it remains to be seen when they will be able to drive their dream. >hile a large numbers of *ndians are getting ready to own the world;s cheapest car :1'1O; in #eptember this year, but Tata %otors, the makers of this marvel are non+committal about the exact date when the booking will start. The company said that the booking will start in the later part of 3445 but the exact month has not been decided as yet. >hen asked whether car could be booked at the Tata dealers countrywide or new dealers will be appointed, a company spokesperson, said that existing network will be able to serve the 1ano customers. #he, however, said that new dealerships could be added to meet excess demand if the need it felt, but declined to identify the month when 1'1O will be launched in the market. There is huge excitement in the country as well as abroad over the launch of 1'1O+the one+lakh car. #ince, its launch by 9atan Tata, chairman Tata %otors at the 'uto =xpo in <elhi, the car has managed to remain in the limelight in the national and international media. 2uge crowds could be witnessed at the Tata %otors stall at "ragati %aidan on #unday, who wanted to have a glimpse of 1'1O, dubbed as nothing short of revolutionary by the auto experts as well the general populace.

?I

<espite the low+price tag, the standard variant 1'1O is a four+door car that can seat four+five passengers. 's compared to %'9HT* 544, it is eight per cent smaller from outside, but provides 30 per cent more leg space than the %'9HT* 544 from inside. *t conforms to all the emission standards as well as the Offset and #ide /rash norms followed internationally. *t is also compliant with the Bharat ? norm and the =uro & norm with respect to keeping pollution at bay. *t is a ??+bhp car with a A3& cc engine. *t will provide a mileage of 3? km/litre.

Ratan Tata8s :uotes ,* observed families riding on two+wheelers 8 the father driving the scooter, his young kid standing in front of him, his wife seated behind him holding a little baby. *t led me to wonder whether * could conceive of a safe, affordable, all+weather form of transport for such a family. Tata %otor;s engineers and designers gave their all for about & years to realise this goal. Today, we indeed have a "eople;s /ar, which is affordable and yet built to meet safety re7uirements and emission norms, to be fuel efficient and low on emissions.. + 9atan Tata (/hairman, Tata %otors) Eafter revealing the 9s.0 lakh carF

F-,T5R-S

?5

The first thing that strikes you about $1'1O$ is that it is not a bad looking ugly boxy hatch but for the price it;s 7uite proportionate and well styled. *ts mono box design might seem boxy but generates a lot of interior space which can seat four adults comfortably. *t has four doors, is ?.0 metres long and 0.G metres wide with a height of 0.A metres. $1'1O$ has an all aluminum two c!linder ;<=cc (=="*p) petrol engine mated with a four speed manual gear"o7. /ompany officials during the press conference confirmed that a diesel engine is also on the cards but the timeframe hasn;t been chalked out yet. The 1'1O has its engine at t*e rear and is a rear w*eel drive car. That makes it sound like a small fun hatch to run around town in. uel efficiency is expected to be in the range of 05+34 kmpl and the 1'1O has been tested at a top speed of 04G kmph by Tata %otors. The wheel si(e seems tiny at only 03 inches, shod with %9 tubeless radials. The front tyres are narrower than those at the rear which are driven as 1'1O is a rear wheel drive. The 1'1O$s electrical would be powered by an =xide battery. The rear looks very neat with a well crafted bumper integrated with the exhaust pipe in the centre. 1'1O meets all emmission and safety norms including crash test norms in *ndia and would be geared to meet =uropean N other country norms as and when it is launched internationally. The car has a provision to be fitted with airbags and 'B# however these are not being offered on any variant in *ndia as it is not yet mandatory for manufacturers to do so. The base model would not have air conditioning. ' deluxe model is planned which will feature air+conditioning and more luxurious interiors however no power steering as their might be no need for it in a light rear wheel drive car like 1'1O. 1'1O has a provision for a music system with speakers located under the rear seats. These of course will cost more, and Tata hints that profit will only come from these more expensive variants. #peaking of challenges faced during 1'1O small car pro)ect %r. Tata said that at no time did they feel that it wan not possible to produce such a car however many a times they were faced with challenges in meeting cost and time targets. 1'1O will be produced entirely at Tata;s #ingur plant (>est Bengal) which is under construction and is going to have an annual capacity of 3G4,444+?G4,444 units. The plant was flooded during the monsoon season however construction work is underway and it is

?@

scheduled to be complete soon. 's part of the cost+cutting exercise, ?G parts suppliers have moved into the same complex, reducing transport costs and time delays dramatically. Tata has filed for ?& patents for 1'1O most of which are for the powertrain. 1'1O will be sold in *ndia for two or three years before Tata look at selling it in 'frica, Katin 'merica and #.= 'sia. The possibility of a global distribution tie+up with iat seems strong. The base model of Tata 1'1O will cost 9s. 0 lakh (ex+factory) and would attract 03.GT -'T W Transport W 9egistration W *nsurance costing to about 9s. 0.3 lakh on road in most *ndian cities. Buyers can 7ueue up for 1'1O in the second half of the current financial year, when the car goes into showrooms.

&4

Rear mounted engine The use of a rear mounted engine to help maximi(e interior space makes 1'1O similar to the original iat G44, another technically innovative !people$s car!. ' concept vehicle similar in styling to 1'1O, also with rear engined layout was proposed by the HQ 9over Mroup in the 0@@4s to succeed the original %ini but was not put into production. The eventual new %ini was much larger and technically conservative. The independent, and now+defunct, %M 9over Mroup later based their 9over /ity9over on the Tata *1<*/'. Tata is also reported to be contemplating offering a compressed air engine as an option

Tec*nical specifications 'ccording to Tata Mroup$s /hairman 9atan Tata, 1'1O is a ?? "# (?? hp/3& k>) car with a A3? cc rear engine and rear wheel drive, and has a fuel economy of &.GG K/044 km (30.@I km/K, G0.I mpg (H#), A3 mpg (HQ)) under city road conditions, and ?.5G K/044 km on highways (3G.@I km/K, A0.0 mpg (H#), I?.? mpg (HQ)). *t is the first time a two+cylinder non+opposed petrol engine will be used in a car with a single balancer shaft. Tata %otors has reportedly filed ?& patents related to the innovations in the design of 1ano, with powertrain accounting for over half of them. The head of Tata %otors$ =ngineering 9esearch /entre, Mirish >agh has been credited with being one of the brains behind 1'1O$s design. 'ccording to Tata, 1'1O complies with Bharat #tage+*** and =uro+*- emission standards. 9atan Tata also said, $The car has passed the full+frontal crash and the side impact crash$.

&0

Powertrain

=ngine6
o

3 cylinder petrol with Bosch multi+point fuel in)ection (single in)ector) all aluminium ?? horsepower (3G k>) A3& cc (?5 cu in) -alue %otronic engine management platform from Bosch 3 valves per cylinder overhead camshaft /ompression ratio6 @.G60 bore X stroke6 I?.G X I?.G mm "ower6 ?? "# (?? hp/3& k>) Y GG44 rpm Tor7ue6 &5 1Zm (?G ftZlbf) Y 3G44 rpm

o o o o o o

9ear wheel drive, &+speed manual transmission #teering6 mechanical rack and pinion

Performance

'cceleration6 4+I4 km/h (&? mph)6 0& seconds %aximum speed6 04G km/h (AG mph) uel economy (combined /ity W 2ighway)6 ?4 kilometres per liter (G K/044 km, &I H# miles per gallon, GA HQ miles per gallon)

Suspension> tires and "rakes

ront brake6 disc 9ear brake6 drum ront track6 0,?3G mm (G3.3 in) 9ear track6 0,?0G mm (G0.5 in) Mround clearance6 054 mm (I.0 in) ront suspension6 %c"herson strut with lower ' arm 9ear suspension6 *ndependent coil spring 03+inch wheels

&3

$od! and dimensions #eat belt6 & Trunk capacity6 0G K (4.G? cu ft)

S5PP2/-RS T% T,T, N,N%

Supplier Bosch

Product Masoline in)ection system (diesel will follow), starter, alternator, brake system

/aparo /ontinental <elphi <enso 'M icosa

*nner structural panels Masoline fuel supply system, fuel level sensor *nstrument cluster >indshield wiper system (single motor and arm) 9ear+wheel bearing 9ear+view mirrors, interior mirrors, manual and /-T shifters, washer system

reudenberg MQ1 *1'

=ngine sealing <riveshafts #hifting elements &?

*T> <eltar Cohnson /ontrols %ahle #aint+Mobain T9> -aleo -ibracoustic -isteon [ 'M Behr riedrichshafen

Outside and inside door handles #eating /amshafts, spin+on oil filters, fuel filters and air cleaners Mla(ing Brake system /lutch sets =ngine mounts 'ir induction system /hassis components, including tie rods

2-'/ for the luxury version

C%NTR%0-RS/-S

Mass motorization and climate c*ange

&&

's 1'1O was conceived and designed around introducing the automobile to a sector of the population who are currently using eco+friendly bicycles and motorcycles, environmentalists are concerned that its extraordinarily low price might lead to mass motori(ation in countries like *ndia and therefore possibly aggravate pollution and global warming as well as increase the demand for oil. 9a)endra "achauri, an *ndian and chairman of the *ntergovernmental "anel on /limate /hange, said he was !having nightmares! because of this car and added that the car represents bankruptcy of *ndia$s environmental policy. The ecology focused Merman newspaper die tages eitung feels that such concerns are !inappropriate! as the Tata 1'1O has lower emissions compared to the average -olkswagen, and that developing countries shouldn$t be denied the right to motori(ed mobility when industriali(ed countries should be looking to reduce their emissions and usage of cars. !ie Welt reports that the car conforms to environmental protection, and will have the lowest emissions in *ndia. *n crowded metropolitan cities like %umbai, 9atan Tata has conceived a scheme to only offer the 1ano to those individuals who do not have an automobile already. 1'1O will also replace many overloaded and worn+out two+stroke polluting vehicles, both two and three+wheeled. *n the current policy and regulatory framework, /entre for #cience and =nvironment consider that the low+cost cars will be disastrous. This can change if renewable energies are used. Tata %otors is working with a rench firm on using compressed air as fuel.

&G

C%MP-T/T%RS

*ndia$s recent cut in excise tax small cars has encouraged several manufacturers to draw up plans for small cars. $a&a& ,uto Ba)a) 'uto+9enault+1issan HK/ (no prototype has yet been presented) Ba)a) 'uto says its U3,G44 car, which it is building with 9enault and 1issan %otor, will aim at a fuel+efficiency of ?4 km/litre, or twice an average small car, and carbon dioxide emissions of 044 gm/km. The Ba)a) venture will have an initial capacity of &44,444 units, while Tata expects eventual demand of 0 million 1'1Os. %t*ers 9ival car makers including iat, Meneral %otors, ord %otor, 2yundai and Toyota %otor have all expressed interest in building a small car that is affordable to more middle+class consumers in emerging markets. The bulk of demand there is for small cars because people are much more sensitive to fuel prices. 2onda and Toyota are leading the way on cleaner gasoline+electric hybrids, and some environmentalists argue getting prices down on these technologies is where efforts should be concentrated.

&A

Singur car factor! land dispute /ontroversies also arose about Tata$s planned manufacturing unit for the car in #ingur, >est Bengal, where the state government of >est Bengal has allocated @@I acres (&.4? km\) to Tata %otors. The construction of the car factory on that tract of land will re7uire fertile agricultural land and the expropriation and eviction of ca. 0G,444 peasants and agricultural workers. The affected farmers fear they will receive inade7uate or no compensation and therefore lose their livelihoods. 'ctivists near Qolkata, where Tata$s manufacturing unit is located, started burning the car in effigy. *n 1ew <elhi, a group of six women protested wearing T+shirts bearing slogans that said, !The 9s.0 lakh car has #ingur people$s blood on it.! The Trinamool /ongress alleged that Tata motors usurped the agrarian land for the construction site and has threatened to stall the manufacture of the car. The 00 cases were dismissed. 5sed Car Market -ffects The 1'1O is alleged to have severely affected the used car market in *ndia, as many *ndians opt to wait for the 1'1O$s release rather than buying used cars, such as the %aruti 544 (a rebadged #u(uki 'KTO), which is considered as the 1'1O$s nearest competitor. #ales of new %aruti 544s have dropped by 34T, and used ones by ?4T following the unveiling of the 1'1O. 's one automotive )ournalist summarisesD ,"eople are asking themselves 8 and us + why they should pay, say, 3G4,444 9upees for a %aruti 'KTO, when they can wait and get a brand new 1'1O for less in a few months; time, a car that is actually bigger..

&I

C%MP,R/S%N +/T1 M,R5T/ ?@@

$asis

Maruti ?@@ 'imensions

Tata N,N%

Overall length Overall height Overall width

?.?& m 0.& m 0.&& m -ngine

?.0 m 0.A m 0.G m

Type 1o. of cylinders =ngine si(e "eak power Transmission Tyres

%" *, ront wheel drive ? I@A cc ?I bhp & 8 speed manual 9adial

%" *, 9ear wheel drive 3 A3? cc ?? bhp & 8 speed manual Tubeless

&5

&@

,N,24S/S

G4

+*at is income per annum9 ,nnual /ncome B than 0 lakh 0+3 lakh 3+? lakh 'bove ? lakh T%T,2 Table6 ' NoA %f Respondents 0 05 ? ? 3G Percentage %f Respondents &T I3T 0AT 0AT 044T

/hart6 ' /NT-RPR-T,T/%N: 'ccording to the respondents chosen for this survey, it can be observed that ma)ority of C<D of the respondents earns income between 0+3 lakh per annumD this was followed by E;D of respondents who earned 3+? lakh per annumD and another E;D who earned above ? lakh and the least no. of respondents who earned less than 0 lakh are FDA G0

EE) 2ow would you rate %r.9atan Tata;s marketing strategiesP

%pinion =xcellent Mood 'verage T%T,2

NoA%f Respondents 0@ G 0 3G

Percentage %f Respondents IAT 34T &T 044T

Table6 EE

/hart6 EE

/NT-RPR-T,T/%N:

G3

The above chart depicts that C;D of the respondents consider his marketing strategy as excellentD while <@D think, strategies are good and the remaining FD of the respondents rate %r.Tata;s strategies as average.

E<) >hat do you think will be the future of Tata /o.P Future lourishing 9isky T%T,2 Table6 E< NoA %f Respondents 33 ? 3G Percentage %f Respondents 55T 03T 044T

/hart6 E<

/NT-RPR-T,T/%N:

G?

rom the graph, we observe that a ma)ority of ??D of the respondents depict the future of Tata /o. as flouris*ing 'nd the least no. of respondents i.e. E<D, think it;s risk!. 2ence, from the analysis it is found that there is significant difference between the respondents opinion.

E=) <o you believe that 1'1O would be a new automobile revolution, a dream come trueP %pinion Les 1o T%T,2 Table6 E= NoA %f Respondents 34 G 3G Percentage %f Respondents 54T 34T 044T

/hart6 E=

/NT-RPR-T,T/%N:

G&

*t can be inferred from the analysis that ?@D of the respondents believe in 1'1O and also claim that it has created a new automobile revolution, an *ndian dream come trueD and the remaining <@D do not believe so.

EF) >ill 1'1O;# bulk sales, be a threat to the environmentP %pinion Les 1o T%T,2 Table6 EF NoA %f Respondents 0A @ 3G Percentage %f Respondents A&T ?AT 044T

/hart6 EF /NT-RPR-T,T/%N:

GG

rom the above table it can be observed that ;FD of the respondents think, there will be a threat to the environment if 1ano if 1ano;s sales shoots upD 'nd the rest =;D, don;t think so.

GA

E) 're you aware of Tata;s 1'1OP %pinion Les 1o T%T,2 Table6 E NoA %f Respondents 3G 4 3G Percentage %f Respondents 044T 4T 044T

/hart6 E

/NT-RPR-T,T/%N: Out of 3G respondents chosen for the survey, all the E@@D of the respondents are aware about 1'1O. This shows the popularity of T'T';# 1'1O in *ndia and also helps them to cut down there cost on promotional expenses.

GI

<) 't what price it is 7uotedP Price :uoted 9s. ?44444 9s. 344444 9s. 044444 <on;t Qnow T%T,2 Table6 < NoA %f Respondents 0 ? 34 0 3G Percentage %f Respondents &T 03T 54T &T 044T

/hart6 < /NT-RPR-T,T/%N: ' highest of ?@D respondents 7uotes the price of 1'1O at 0 lakhD while E<D> 7uote at 3 lakhD where FD respondents 7uote the price as ? lakhD and the remaining FD of the respondents are not aware about the 1ano;s price.

G5

=) 2ow often do you change your carP %pinion Once in a year Once in 3 year >hen the car becomes obsolete T%T,2 Table6 = NoA %f Respondents 3 A 0I 3G Percentage %f Respondents 5T 3&T A5T 044T

/hart6 = /NT-RPR-T,T/%N: Out of all the respondents chosen for the survey, a highest of ;?D respondents, change the car when it becomes o"soleteD while <FD c*ange once in 3 yearD and the remaining ?Donce in a year.

F) Through which media did you come to know about 1'1OP

G@

Source %f /nformation T.1ewspapers %aga(ines Other #ources T%T,2 Table6 F

NoA %f Respondents 0? I ? 3 3G

Percentage %f Respondents G3T 35T 03T 5T 044T

/hart6 F /NT-RPR-T,T/%N: rom this study, it can be infeered that G<T of respondents knew about 1'1O through televisionD while <?D are knowledge through newspaperD where E<D through maga(ines and the remaining ?D through other sources such as hooding, etc.

G) >ould you prefer 1'1O to two+wheelerP A4

%pinion Les 1o

NoA %f Respondents 0G 04 3G

Percentage %f Respondents A4T &4T 044T

T%T,2 Table6 G

/hart6 G /NT-RPR-T,T/%N: *n this study> ;@D of the respondents would prefer purchasing 1'1O than a Two+wheeler and the remaining F@D of the respondents accounted that they would rather prefer to buy a two+ wheeler.

A0

;) >hich one would you prefer to own among the followingP Cars Tata 1ano %aruti 544 9=-' T%T,2 Table6 ; NoA %f Respondents 0A 5 0 3G Percentage %f Respondents A&T ?3T &T 044T

/hart6 ; /NT-RPR-T,T/%N: The above pie chart depicts that ;FD of the respondents would prefer to own 1'1OD and another =<Dof respondents prefer %aruti 544 and the remaining FD would like to own 9=-'. Therefore, this research shows the popularity of 1'1O Before its Kaunch.

A3

C) <o you believe that 1'1O will cause less pollution, compared to two wheelersP %pinion NoA %f Respondents 05 I 3G Percentage %f Respondents I3T 35T 044T Table6 C

Les 1o T%T,2

/hart6 C /NT-RPR-T,T/%N:

%a)ority of C<D of the respondents believe that 1ano will cause less pollution, as it was stated by %r.Tata and the rest <?D of the respondents do not believe that, two wheelers cause more pollution than 1'1O.

?) <o think that 1'1O would be a big challenge to its competitorsP %pinion NoA %f Respondents 0A @ 3G Percentage %f Respondents A&T ?AT A? 044T

Les 1o T%T,2

Table6 ?

/hart6 ? /NT-RPR-T,T/%N:

*n this study, ma)ority of the respondents i.e. ;FD think that 1ano will be a big challenge to its competitors and the remaining =;D of the respondents think that it won;t create much difference. H) >hat prime feature do you think would help the car survive in the marketP Prime Features 'ttractive <esign /ompact %odel Kow "rice NoA %f Respondents 30 3 3 Percentage Respondents 5&T 5T 5T %f

A&

T%T,2 Table6 H

3G

044T

/hart6 H /NT-RPR-T,T/%N: The study suggests that ?FD of the respondents felt 2ow Price would be the prime feature for its survival, ?D think the car will survive because of its Compact Model and the remaining ?D think the car will survive in the market for its ,ttractive 'esign. E@) <o you feel the 7uality has been compromised with the costP %pinion Les 1o T%T,2 Table6 E@ NoA %f Respondents 5 0I 3G Percentage %f Respondents ?3T A5T 044T

AG

/hart6 E@ /NT-RPR-T,T/%N: >hile =<D of the respondents believe that the 7uality will be compromised with the cost, 'nd another ma)ority of ;?D respondent;s opinion is that, in spite of its low cost feature 1'1O;# market entry will not be compromised with Ruality.

EG) <o you feel that T'T' would lose customers because of the delay in its market entryP %pinion Les 1o T%T,2 Table6 EG NoA %f Respondents & 30 3G Percentage %f Respondents 0AT 5&T 044T

AA

/hart6 EG

/NT-RPR-T,T/%N:

The above chart depicts that E;D of the respondents feel, T'T' %otors will lose their customers because of its delay in market entry and hence, it can be ascertained that ma)ority of ?FD don;t think that Tata will lose their customers.

E;) <o you have any plan of buying 1'1O in futureP %pinion Les 1o Hndecided T%T,2 Table6 E; NoA %f Respondents 0? G I 3G Percentage %f Respondents G3T 34T 35T 044T

AI

/hart6 E;

/NT-RPR-T,T/%N:

rom the study, we derived that G<D of the respondents plan to buy 1ano in future and the least no.of the respondents <@D dont have any plan of buying 1ano in future 'nd the remaining <?D, did not decide or rather ineffective of its market launch.

A5

C%NC25S/%N

A@

2,T-ST

Road finally cleared for Tatas to roll out NANO ]%onday, 45 #eptember , 3445^ #olkata: The road has been cleared for Tata %otors to roll out the world$s cheapest car 1'1O as planned following a far+reaching pact between the >est Bengal government and the opposition Trinamool /ongress here #unday night over the disputed farmland ac7uired for the pro)ect at #ingur. >est Bengal Movernor Mopalkrishna Mandhi mediated the talks, held over three days since riday, that finally put an end to the protest that had started 35 months ago following the ac7uisition of @@I.00 acres of land at #ingur, &4 km from here, for the car plant and ancillary units. Singur im"roglio resolved> Trinamool wit*draws stir 'fter several rounds of talks full of twists and turns, the deal was clinched when /hief %inister Buddhadeb Bhattachar)ee and Trinamool chief %amata Baner)ee met in person in the study of 9a) Bhavan, the governor$s official residence, to thrash out all remaining irritants. 'mid high drama late #unday, it was Movernor Mandhi, %ahatma Mandhi$s grandson, who mediated the marathon talks between the Keft ront government and the Trinamool+backed farmers$ body Qrishi)ami Ciban )ibika 9aksha /ommittee (QCC9/), told reporters that the imbroglio was resolved.

I4

Te7t of Singur agreement 's per the agreement, the state government will form a committee to look into the affected farmers$ demands. *t will give its report in seven days. Till then the construction of the ancillary units will be on hold, said Mandhi, with Bhattachar)ee and Baner)ee at his side. The agreement said the government !has taken the decision to respond to the demand of those farmers who have not received compensation, by means of land to be provided to the maximum within the pro)ect area and the rest in ad)acent areas as early as possible!. !Towards this, a committee will be constituted to ascertain the scope and settle the modalities within a period of one week. <uring this time, the government will urge the vendors not to make any construction,! according to the text of the pact inked by *ndustries %inister 1irupam #en and Keader of Opposition "artha /hattopadhyay. Baner)ee said6 !This is a great victory for all those who have been agitating for almost two and half years. 's the government has decided to provide land to the unwilling farmers, it is a big outcome of the dialogue.! #he soon left for #ingur to formally call off the protest at the factory site. The QCC9/ had been agitating on the demand that &44 acres !forcibly! ac7uired by the government from !unwilling farmers! for the pro)ect be returned. Baner)ee said the opposition also suggested that the ancillary units be shifted to a plot of land opposite the pro)ect site. !But work in the mother plant can go on,! she said. The 004+minute tete+a+tete between Bhattachar)ee and Baner)ee in the presence of Mandhi and his adviser for the talks, former )ustice /hittatosh %ukher)ee, helped hammer out an !acceptable formula,! but soon after the /hief %inister left for his party head7uarters, Baner)ee did a volte+ face.

I0

The discussions had led to an understanding that work would continue in the ancillary units where construction had started, while those units yet to receive permission for starting work would have to maintain status 7uo till the committee gave its report. But Baner)ee demanded that construction had to be stopped in all the units, forcing Bhattachar)ee to rush back to 9a) Bhavan for one more round of talks and concede the demand to settle the bitter controversy over farmland ac7uisition for the 9s.0G billion (U?IG million) pro)ect. The day saw intense negotiations by the Movernor, who met Bhattachar)ee #unday morning for an hour, before Baner)ee arrived at 3.?G pm, and Bhattachar)ee returned at &.&G pm. #everal hours before the compromise was cobbled together, the #ri Kanka government invited Tata %otors to relocate the car pro)ect to that country. *n 1ew <elhi, /ommunist "arty of *ndia+%arxist (/"*+%) general secretary "rakash Qarat broke his silence on the controversy, saying his party wanted Tata %otors to stay in >est Bengal. 'nd in Qolkata, the state committee of the ruling /"*+%+led Keft ront met twice and advised Bhattachar)ee$s government to be more flexible and find more land, if needed, to resolve the issue. The government had presented a package on riday, including provision for shopping malls on a plot ad)acent to the 1'1O plant, for those farmers who had given their land. The Tata group last week suspended work at the factory after farmers, protesting against land ac7uisition, assaulted its employees, and threatened to relocate the pro)ect. On >ednesday, a farmer, who had sold his land willingly for the pro)ect, committed suicide. 2is three sons were employed at the 1'1O factory as security guards, and stood to lose their )obs if the pro)ect was shifted. ollowing the suicide, #ingur people started coming out in support of the pro)ect that aims to build the world$s cheapest car at a dealer price of 9s 044,444.

I3

T1- R%,' ,1-,'

>ith the Tatas having proven that manufacturing a standard car under U3G44 is indeed a distinct realityD this has paved the way for other players (=g. Ba)a), #u(uki, 2yundai, 9enault) to enter the sub+small segment. >hile critics are already 7uestioning the competitiveness of 1'1OD Tata;s first mover advantage will be difficult to overtake. >hile some are also 7uestioning the superior rural penetration of Ba)a) as a potential threatD the Tatas have proved the critics wrong on several counts in recent times (the Tata *1<*/' is one such reminder). urther, given the global attention that 1'1O has already drawnD the Tatas would be spending a miniscule (average players in the car market spend over &T in the initial years, followed by an average ranging around 0.GT) amount to promote their product compared to what others would have to dish out. Therefore, no matter how many brands enter this segment, the 1'1O will remain in automobile history as a significant milestoneD that something the world thought was unattainable, was indeed possible. *n 9atan Tata;s own words, , irst people said it can;t be done, and then they said it shouldn;t be done, and now that it is done, they say it shouldn;t be on the road..

I?

,NN-I5R-

I&

C%0-R/N3 2-TT-R
<ear #ir/ %adam, >e, the **nd year B./om (%arketing %anagement) students of %O" -aishnav /ollege, are conducting a survey as part of our pro)ect for %arketing 9esearch and /onsumer Behaviour. The main ob)ective of this is to check the impact of the car Tata 1ano amongst the general public. Our vital respondents are working class people like you. Qindly help us go ahead with our pro)ect with your opinions and suggestions, by filling the 7uestionnaire fully that has been enclosed. Thanking you, Lours truly, 'nita Bhattar "arvathy 'vanoor "reety M 9a)kumari 'garwal #neha %utha **nd year B./om (%%) %.O.". -aishnav /ollege for >omen ('utonomous) /hennai

IG

:uestionnaire
%arketing #trategies of ,T'T' 1'1O.

1ame 6 'ge 6 <esignation 6

>hat is your income per annumP a) Kess than 0 lakh b) 0 + 3 lakhs c) 3 + ? lakhs d) 'bove ? lakhs

IA

0. 're you aware of Tata;s 1'1OP a) Les b) 1o 3. 't what price is it 7uotedP a) 9s.?,44,444 b) 9s.3,44,444 c) 9s.0,44,444 d) <on;t know ?. 2ow often do you change your carP a) =very year b) Once in two years c) >hen the car becomes obsolete &. Through which media did you come to know about 1'1OP a) T.-. b) 1ewspapers c) %aga(ines d) Others ________ G. >ould you prefer 1'1O to a two+wheelerP a) Les b) 1o A. >hich one would you prefer to own among the followingP a) Tata 1'1O b) %aruti 544 c) 9=-'

II

I. <o you believe that 1'1O causes less pollution, compared to two+wheelersP a) Les b) 1o 5. <o you think that 1'1O would be a big challenge to its competitorsP a) Les b) 1o @. >hat prime feature do you think would help the car survive in the marketP a) Kow price b) /ompact model c) 'ttractive design d) Others _________ 04. <o you feel that 7uality has been compromised with the costP a) Les b) 1o 00. 2ow would you rate %r.9atan Tata;s marketing strategiesP a) =xcellent b) Mood c) 'verage d) Hnsatisfactory 03. >hat do you think will be the future of Tata /o.P a) lourishing b) 9isky

I5

0?. <o you believe that 1'1O would be a new automobile revolution, an *ndian dream come trueP a) Les b) 1o 0&. 's an aftermath of bulk sales of this car, do you think there will be a threat to the environmentP a) Les b) 1o 0G. <o you feel that Tata would lose customers because of the delay in its market entryP a) Les b) 1o 0A. <o you have any plan of buying 1'1O in futureP a) Les b) 1o c) Hndecided

Thank you for your alua!le suggestions

I@

54