A PROJECT REPORT ON STATEGIC BRAND MANAGEMENT TATA MOTORS A project report submitted in partial fulfillment of the requirements for the program PGDM(2009-2011) ACKNOWLEDGEMENT In preparing this report a considerable amount of thinking and informational inputs from various sources were involved. We express our sincere gratitude to everyone who contributed towards making this Project report possible. Our sincere gratitude goes to our faculty guide Prof. S. P. Garg for his inspiration, cooperation to complete the project report. Under his brilliant untiring guidance we are able to complete the project successfully in time. In spite of having a very busy schedule, he made sure in every way that we acquire the best possible exposure and knowledge during our project. Group-2 Abhinav Sharma Bhawani Singh Shekhawat Davander Singh Tanwar Gauri Singh Hitesh Agarwal Rahul Agrawal EXECUTIVE SUMMARY The basic concept of our project is “Strategic Brand Management: TATA Motors” which is based on brand recognition of Tata motors. This report contains the findings arrived after detailed analysis of the data received through filing questionnaires at various areas of Jaipur. In this project, sample size was chosen 50. Objective • To determine the requirements and needs of the potential customers. • To know what people perceive and thinking about Tata cars and its products. • To analyze the brand positioning strategies of Tata cars. • To study consumer awareness and perception about the brand positioning strategies of Tata cars. • To find out the awareness level of customer. Research Methodology 1. Data Collection The study is based on primary data derived through sample survey using pre-tested structured instrument (questionnaire both open ended & close ended). Data was collected from 50 respondents at various Tata motors service stations & public places of Jaipur city. 2. Data Analysis In order to extract appropriate findings of the questions mentioned in the questionnaire, various Pie-charts has been shown with their interpretation. 3. Conclusion From the survey conducted conclusions were drawn. TABLE OF CONTENTS |Front Page |(i) | | |Acknowledgement |(ii) | | |executive summary |(iii) | | |Contents |(iv) | |CHAPTER 1 |INTRODUCTION | | | |1. 1 |Overview of Indian Automobile Industry |1 | | |1. 2 |Profile of The Organization |1 | |CHAPTER 2 |RESEARCH METHODOLOGY | | | |2. 1 |Objective |2 | | |2. 2 |Scope of the study |2 | | |2. |Research methodology |2 | |CHAPTER 3 |ANALYSIS |11 | |CHAPTER 4 |CONCLUSIONS |23 | | |ANNEXURES |24 | CHAPTER 1. INTRODUCTION 1. 1 OVERVIEW OF INDIAN AUTOMOBILE INDUSTRY The automotive industry in India grew at a computed annual growth rate (CAGR) of 11. 5 percent over the past five years, the Economic Survey 2008-09 tabled in parliament on 2nd July’09 said. The industry has a strong multiplier effect on the economy due to its deep forward and backward linkages with several key segments of the economy, a finance ministry statement said. The automobile industry, which was plagued by the economic downturn amidst a credit crisis, managed a growth of 0.
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