Brand Awareness

Solapur University,Solapur.
SVERI’s College Of Engineering, Pandharpur. (M.B.A.2014-2016) Page 1
1.1 INTRODUCTION TO STUDY
The project is undertaken to measure the brand awareness level of TATA
NANO in an around the brand awareness level of a particular company’s brand is of vital
importance since it indicates the number of people who are aware of a particular brand in a
given period of time and it also highlights the effectiveness of the different advertising or
promotional tools used for the purpose.
Brand awareness is the consumers’ ability to recognise or recall (identify) the
brand within a given product category in sufficient detail to make a purchase decision. This
also means that the consumers can propose, recommend, choose, or use the brand. The
objectives of most advertising campaign are to create and maintain brand preference. The
first step is to make potential consumers aware of a brands’ existence.
One of the prominent goals of any business should be to build brand image
and awareness of its product, albeit in as cost – effective manner as possible. Consumer tends
to make purchasing decision based on peer recommendation and direct experience, as well
traditional advertising methods.
The project aims towards increasing the brand awareness since its one of the effective
tool to effect the final purchase decision and the volume of sales. I had used the topic to find
out or measure the brand awareness level among the customers and the ways to increase its
awareness.
The analysis was done with the help of the data collected through questionnaire taking
the sample size of 50 in an around. As the brand awareness is directly associated with
promotion strategy taken by the company its effectiveness is evaluated and the steps to
increase the awarness level of the customers are considered.
Therefore I have used various tools and techniques for the purpose of analysis of the
data and have tried to throw a clear light towards the level of brand awareness of Tata Nano
and the measures to increase its awareness and to evaluate the best media of communication
for the purpose.

1.2 OBJECTIVES OF STUDY
 To judge the awareness level of the prospect customer.
 To know how they are aware regarding the product.
 To judge in which way they have developed the awareness.
 To judge which promotional tool is effective to increase the awareness level among
the people.
 To see whether brand awareness influences the buying behaviour or not.
 What factors and variables of brand influence them to purchase.
 To know how to maintain and improve brand awareness and to build brand loyalty.
1.3 SCOPE OF THE STUD
 The study helps to find the impact of the brand names among customers with
reference to .
 To find how far people are aware and attracted to wards the brand name of particular
product.
 The satisfaction level of the customers in different ways to wards the branded
products can be studied through this project.
 To find the relationship between the quality of the product and its brand name .

LIMITATIONS OF THE STUDY
 The survey was limited to Solapur city due to the limitation of time .
 The study was conducted under of assumption that the information given by the
respondents is authentic.
 The respondents were reluctant due to their busy schedule .
 Many respondents were biased in their responses.

 1.4 RESEARCH METHODOLOGY
“A Careful investigation or inquiry especially through search for new facts in
any branch of knowledge”
According to Radman and Mory research means “Systematic effort to gain new
knowledge.”
Research is thus an original contribution to the existing stock of knowledge making for its
advancement. As such the term ‘research’ refers to the systematic method consisting of
enunciating the problem, formulating a hypothesis, collecting the fact or data, analyzing the
facts and reaching certain conclusions either in the form of solution(s) towards the concerned
problem or in certain generation for some theoretical formulation. Research has its special
significance in solving various operational and planning problems of business and industry.
TYPES OF RESEARCH
 Descriptive Vs. Analytical
 Applied Vs. Fundamental
 Quantitative Vs. Qualitative
 Conceptual Vs. Empirical.
COLLECTION OF DATA:
1. Primary data:
Primary data has been collected through questionnaires. The questionnaire was mostly related
to the brand awareness towards Tata Nano on different feature such as the model, price,
effectiveness of the brand etc.
2. Secondary Data:
It was collected from internal sources. The secondary data was collected on the basis of
organizational file, official records, management books, preserved information in the
company’s database and website of the company.

 SAMPLING:-
The sample of 50 has been chosen randomly from in an around the people residing in an
around solapur are considered as the population for the study.
 SAMPLE SIZE:-
The sample size of 50 is selected randomly. The study requires on in depth survey and
keen observation in collecting data regarding the brand awareness levels of Tata Nano.
 SAMPLING TECHINIQUE:-
Only simple random sampling technique is adopted in selection the sample. In this
technique, each and every unit of the population has on equal opportunity of being selected in
the sample
 DATA COLLECTION PROCESS:-
Based on need and objectives, types of data required for study and other sources of data
are identified.

Data was collected with the help of the questionnaires
Data
Primary
Data
Observation
Questionnaire
Secondary
Data
Inside the
Organization
News
Letters
Documents
Outside the
Organization
Libraries,
Magazines etc

2.1 INTRODUCTION TO INDUSTRY
The Indian auto industry is one of the largest in the world with an annual production
of 21.48 million vehicles in FY 2013-14.The automobile industry accounts for 22 per cent of
the country's manufacturing gross domestic product (GDP). An expanding middle class, a
young population, and an increasing interest of the companies in exploring the rural markets
have made the Four wheelers segment (with 80 per cent market share) the leader of the Indian
automobile market. The overall passenger vehicle segment has 14 per cent market share.
India is also a substantial auto exporter, with solid export growth expectations for the near
future. Various initiatives by the Government of India and the major automobile players in
the Indian market is expected to make India a leader in the Four Wheeler and Four Wheeler
market in the world by 2020.
Market Size
 Sales of commercial vehicles in India grew 5.3 per cent to 52,481 units in January
2015 from a year ago, according to Society of Indian Automobile Manufacturers
(SIAM).
 Sales of cars also grew for a third month in a row to 169,300 units in January 2015, up
3.14 per cent from the year-ago period.
 Car market leader Maruti Suzuki India witnessed 8.6 per cent higher sales at
approximately 118,551 units in February 2015, out of which 107,892 were sold in
domestic market and 10,659 units were exported.
 Hyundai Motor India Ltd (HMIL) reported a 2.4 per cent growth in total sales at
47,612 units in February, compared with 46,505 units in the same month last year.

2.2 COMPANY PROFILE:
Tata Motors Limited is India's largest automobile company, with consolidated
revenues of INR 2,62,796 crores (USD 42.04 billion) in 2014-15. It is the leader in
commercial vehicles in each segment, and among the top in passenger vehicles with winning
products in the compact, midsize car and utility vehicle segments.
The Tata Motors Group's over 60,000 employees are guided by the mission "to be passionate
in anticipating and providing the best vehicles and experiences that excite our customers
globally."
Established in 1945, Tata Motors' presence cuts across the length and breadth of India. Over
8 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), Sanand (Gujarat) 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's dealership, sales, services and spare parts
network comprises over 6,600 touch points, across the world.
Tata Motors, also listed in the New York Stock Exchange (September 2004), has emerged as
an international automobile company. Through subsidiaries and associate companies, Tata
Motors has operations in the UK, South Korea, Thailand, South Africa and Indonesia.
Among them is Jaguar Land Rover, 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
Korean market, while also exporting these products to several international markets
Tata Motors is committed to improving the quality of life of communities by working on four
thrust areas - employability, education, health and environment. The activities touch the lives
of more than a million citizens. The company's support on education and employability is
focused on youth and women. They range from schools to technical education institutes to
actual facilitation of income generation. In health, the company's intervention is in both
preventive and curative health care. The goal of environment protection is achieved through

tree plantation, conserving water and creating new water bodies and, last but not the least, by
introducing appropriate technologies in vehicles and operations for constantly enhancing
environment care. With the foundation of its rich heritage, Tata Motors today is etching a
refulgent future.

 VISION, MISSION, VALUES & CULTURE

2.3 ORGANIZATIONAL STRUCTURE
1. Chairman Emeritus:- Mr. Ratan N Tata
2. Directors :--
1. Mr. Cyrus P Mistry
2. Mr. N N Wadia
3. Dr R A Mashelkar
4. Mr. S Bhargav
5. Mr. N Munjee
6. Mr. V K Jairath
7. Ms. Falguni Nayar
8. Dr Ralf Speth
9. Mr. Ravindra Pisharody
10. Mr. Satish B Borwankar
3. Sr Vice President -1.Mr. Prasann Chobe (Head Mfg Operations, CVBU)
2.Mr. Girish Wagh (PPPM, PVBU)
3. Mr. Abhijit Gajendragadkar (Business planning and
Controlling)
4. Mr. Bharat Kumar Parekh (Head P&SC)
5. Mr. R Ramakrishnan (Commercial, CVBU)
6. Mr. Nagesh Pinge (Internal Audit)
4.Company Secretary:- Mr. H K Sethna

REGISTERED OFFICE
Bombay House
24, Homi Mody Street
Mumbai 400 001
Tel: +91-22-66658282
Fax: +91-22-66657799
Email: inv_rel@tatamotors.com
Website: www.tatamotors.com
WORKS
Jamshedpur
Pune
Lucknow
Pantnagar
Sanand
Dhārwad
AUDITORS
Deloitte Haskins & Sells LLP
(Registration No. 117366W/WN-100018)
SHARE REGISTRARS
TSR Darashaw Limited
6-10, Haji Moosa Patrawala Industrial Estate
20, Dr. E. Moses Road, Mahalaxmi,
Mumbai 400 011
Tel: +91-22-66568484
Fax: +91-22-66568494
Email: csg-unit@tsrdarashaw.com
Website: www.tsrdarashaw.com

MILESTONES
1945
 Tata Engineering and Locomotive Co. Ltd. was established to manufacture
locomotives and other engineering products.
1948
 Steam road roller introduced in collaboration with Marshall Sons (UK).
1954
 Collaboration with Daimler Benz AG, West Germany, for manufacture of medium
commercial vehicles. The first vehicle rolled out within 6 months of the contract.
1959
 Research and Development Centre set up at Jamshedpur.
1991
 Launch of the 1st indigenous passenger car Tata Sierra.
 Launch of the Tata Estate.
1993
 Joint venture agreement signed with Cummins Engine Co. Inc. for the manufacture of
high horsepower and emission friendly diesel engines.
1994
 Launch of Tata Sumo - the multi utility vehicle.
 Launch of LPT 709 - a full forward control, light commercial vehicle.
 Joint venture agreement signed with M/s Daimler - Benz / Mercedes - Benz for
1995
 Mercedes Benz car E220 launched.

1996
 Tata Sumo deluxe launched.
1998
 Tata Safari - India's first sports utility vehicle launched.
 Indica, India's first fully indigenous passenger car launched.
1999
 115,000 bookings for Indica registered against full payment within a week.
 Commercial production of Indica commences in full swing.
2000
 First consignment of 160 Indicas shipped to Malta.
 Indica with Bharat Stage 2 (Euro II) compliant diesel engine launched.
 Utility vehicles with Bharat 2 (Euro II) compliant engine launched.
2001
 Indica V2 launched - 2nd generation Indica.
 100,000th Indica wheeled out.
2002
 Unveiling of the Tata Sedan at Auto Expo 2002.
 Petrol version of Indica V2 launched.
 Launch of the EX series in Commercial vehicles
2003
a. Launch of the Tata Safari Limited Edition.
b. The Tata Indigo Station Wagon unveiled at the Geneva Motor Show.
c. On 29th July, J. R. D. Tata's birth anniversary, Tata Engineering becomes Tata
Motors Limited.
2004
 Tata Motors unveils new product range at Auto Expo '04.

 New Tata Indica V2 launched
 Tata Motors and Daewoo Commercial Vehicle Co. Ltd. sign investment agreement
 Sumo Victa launched
 Indigo Marina launched
2005
 Tata Motors rolls out the 500,000th Passenger Car from its Car Plant Facility in Pune
 The Tata Xover unveiled at the 75th Geneva Motor Show
 Branded buses and coaches - Starbus and Globus - launched
 Tata Motors acquires 21% stake in Hispano Carrocera SA, Spanish bus manufacturing
Company
 Launch of Novus range of medium trucks in Korea, by Tata Daewoo Commercial
Vehicle Co. (TDCV)
2006
 Tata Motors vehicle sales in India cross four million mark
 Tata Motors unveils new long wheel base premium Indigo & X-over concept at Auto
Expo 2006
 Indica V2 Xeta launched
 Passenger Vehicle sales in India cross one-million mark
 Tata Motors and Marcopolo, Brazil, announce joint venture to manufacture fully built
buses & coaches for India & markets abroad
 Tata Motors first plant for small car to come up in West Bengal
2007
 Construction of Small Car plant at Singur, West Bengal, begins on January 21
 New 2007 Indica V2 range is launched
 Tata Motors launches the longwheel base Indigo XL, India's first stretch limousine
 Fiat Group and Tata Motors announce establishment of Joint Venture in India
 Launch of the Sumo Victa Turbo DI, the new upgraded range of its entry-level utility
vehicle, the Sumo Spacio
 Tata Motors launches Indica V2 Turbo with dual airbags and ABS


2008
 Ace plant at Pantnagar (Uttarakhand) begins production.
 Indica Vista – the new generation Indica, is launched.
 Tata Motors' new plant for Nano to come up in Gujarat.
 Latest common rail diesel offering- the Indica V2 DICOR, launched.
 Indigo CS (Compact Sedan), world’s first sub four-metre sedan, launched.
2009
 Tata Marcopolo Motors, Dharwad plant beings production
 Tata Motors launches Nano - The People's Car
 Introduction of New world standard truck range
 Launch of premium luxury vehicles - Jaguar XF, XFR and XKR and Land Rover
Discovery 3, Range Rover Sport and Range Rover from Jaguar and Land Rover in
India
 Tata Nano wins the Indian Car of the Year (ICOTY) Award
 Tata Motors launches the Sumo Grande MK II
2010
 Tata Ace becomes India's first 1-lakh brand in goods commercial vehicles.
 Appointment of Mr. Carl-Peter Forster as Managing Director of Tata Motors.
 Jaguar Land Rover announces opening of its Dealership in New Delhi
 Tata Motors to construct heavy truck plant in Myanmar under Government of India’s
Line of Credit.
 Tata Motors declared as the Commercial Vehicle Maker of the Year.

2.3 SUBSIDIARIES OF COMPANY
Subsidiaries websites
Jaguar Land Rover Automotive Plc. www.jaguarlandrover.com
Tata Daewoo Commercial Vehicle Company Ltd.
(TDCV)
www.tata-daewoo.com
Tata Marcopolo Motors Ltd. (TMML)
Tata Motors (Thailand) Limited (TMTL) www.tatamotors.co.th
Tata Motors (SA) (Proprietary) Ltd (TMSA)
TML Drivelines Limited www.tmldrivelines.com
TAL Manufacturing Solutions Ltd. (TAL) www.tal.co.in
Tata Motors European Technical Centre plc.
(TMETC)
Tata Technologies Ltd. (TTL) www.tatatechnologies.com
TML Distribution Company Limited (TDCL)
Concorde Motors (India) Ltd. (Concorde) www.concordemotors.com

2.4 ORGANIZATION CHART OF TATA MOTORS

2.5 MANUFACTURING PROCESS
Tata Motors owes its leading position in the Indian automobile industry to its strong focus on
indigenisation. This focus has driven the Company to set up world-class manufacturing units
with state-of-the-art technology. Every stage of product evolution-design, development,
manufacturing, assembly and quality control, is carried out meticulously. Our manufacturing
plants are situated at Jamshedpur in the East, Pune in the West and Lucknow in the North.
Jamshedpur:
Established in 1945, the Jamshedpur unit was the company's first unit and is spread over an
area of 822 acres. It consists of 4 major divisions - Truck Factory, Engine Factory, Cab &
Cowl Factories. The divestments in March 2000 hived off the Axle and Engine plants into
independent subsidiaries viz. HVAL &HVTL, respectively.
The Truck Division boasts of two assembly lines. The main assembly line, measuring 180m
in length has 20 work stations with a vehicle rolling out every 8 mins. The other line is
dedicated to special purpose vehicles and for meeting the requirements of the Indian Army.
The uniqueness of the Factory lies in its possession of
 Advanced facilities for manufacturing long members comprising of a set-up of 5000
Tones Hydraulic press line, cut-to-length line for strip preparation purchased from
M/s Kohler of Germany and a Camber Correction line.
 Facility for hot forming of axle halves with a 3000 tone press and heating furnace.
 Flexibility in manufacturing frames with an off line Proto-typing facility
While making technological advancements, the social responsibilities are also taken up
seriously. Tata Motors, Jamshedpur, plays an active role in serving rural communities
surrounding its Works through various community centres. While striving to create a culture
for self-help amongst the local populace, it has made significant progress in community and

social forestry, sustainable development of wastelands, road construction, rural health and
education, development of rural industries, water supply and family planning. A signatory to
the UN Global Pact, it also takes various initiatives in human rights protection, labour
standards, environmental issues, modern effluent treatment facilities, sanitation drives, soil
and water conservation programmes, tree plantation drives, etc.
Pune:
The Pune unit is spread over 2 geographical regions- Pimpri (800 acres) and Chinchwad (130
acres). It was established in 1966 and has a Production Engineering Division, which has one
of the most versatile tool making facilities in the Indian sub-continent. It houses a Vehicle
manufacturing complex which is one of the most integrated automotive manufacturing
centers in the country producing a large variety of individual items and aggregates. It is
engaged in the design and manufacture of sophisticated press tools, jigs, fixtures, gauges,
metal pattern and special tools, as well as models for the development of new ranges of
automobile products. Its capabilities have enabled Tata Motors to introduce new products and
improve existing ones without resorting to imports of dies or fixtures..
Lucknow:
Tata Motors Lucknow is one of the youngest production facilities among all the Tata Motors
locations and was established in 1992 to meet the demand for Commercial Vehicles in the
Indian market. The state of art plant is strongly backed by an Engineering Research Centre
and Service set-up to support with latest technology and cater to the complexities of
automobile manufacturing. Fully Built Vehicle business, which is one of the fast growing
areas of our business, is also established in Lucknow.

Uttarakhand:
The company has set up a plant for its mini-truck Ace and the passenger carrier Magic (based
on the Ace platform) at Pantnagar in Uttarakhand. The plant began commercial production in
August 2007. This is the company's fourth plant, after Jamshedpur (commercial vehicles),
Pune (commercial vehicles and passenger vehicles) and Lucknow (commercial vehicles). The
plant is spread over 953 acres, of which 337 acres is occupied by the vendor park.
State-of-the-art facilities include weld shops, paint shops, engine and gear box shops and
assembly lines. The company has invested over Rs.1000 crores in the plant. Vendors for the
vehicle have made additional investments to set up their plants in the vendor park adjoining
the plant. The operation has generated about 7500 direct and indirect jobs in the plant, among
vendors and service providers in the area.
Sanand:
Tata Motors’ plant for the Tata Nano at Sanand, in Ahmedabad district of Gujarat, marks the
culmination of the company’s goal of making the Tata Nano available to hundreds of
thousands of families, desirous of the car a safe, affordable and environmental friendly mode
of transport. The capacity of the plant, to begin with, will be 250,000 cars per year to be
achieved in phases, and with some balancing is expandable up to 350,000 cars per year.
Provision for further capacity expansion has also been incorporated in this location.

3.1 THEORY OF BRAND AWARENESS:-
Brand:-A brand is the identity of a specific product, service, or business. A brand can take
many forms, including a name, sign, symbol, color combination or slogan. The word brand
began simply as a way to tell one person's cattle from another by means of a hot iron stamp.
A legally protected brand name is called a trademark. The word brand has continued to
evolve to encompass identity - it affects the personality of a product, company or service.
A brand is the personality that identifies a product, service or company (name, term, sign,
symbol, or design, or combination of them) and how it relates to key constituencies:
Customers, Staff, Partners, Investors etc.
Some people distinguish the psychological aspect, brand associations like thoughts, feelings,
perceptions, images, experiences, beliefs, attitudes, and so on that become linked to the
brand, of a brand from the experiential aspect.
The experiential aspect consists of the sum of all points of contact with the brand and is
known as the brand experience. The psychological aspect, sometimes referred to as the brand
image, is a symbolic construct created within the minds of people and consists of all the
information and expectations associated with a product or service.
People engaged in branding seek to develop or align the expectations behind the brand
experience, creating the impression that a brand associated with a product or service has
certain qualities or characteristics that make it special or unique. A brand is therefore one of
the most valuable elements in an advertising theme, as it demonstrates what the brand owner
is able to offer in the marketplace. The art of creating and maintaining a brand is called brand

management. Orientation of the whole organization towards its brand is called brand
orientation.
Careful brand management seeks to make the product or services relevant to the target
audience. Brands should be seen as more than the difference between the actual cost of a
product and its selling price - they represent the sum of all valuable qualities of a product to
the consumer. There are many intangibles involved in business, intangibles left wholly from
the income statement and balance sheet which determine how a business is perceived. The
learned skill of a knowledge worker, the type of mental working, the type of stitch: all may
be without an 'accounting cost' but for those who truly know the product, for it is these people
the company should wish to find and keep, the difference is incomparable.
A brand which is widely known in the marketplace acquires brand recognition. When brand
recognition builds up to a point where a brand enjoys a critical mass of positive sentiment in
the marketplace, it is said to have achieved brand franchise. One goal in brand recognition is
the identification of a brand without the name of the company present. For example, Disney
has been successful at branding with their particular script font (originally created for Walt
Disney's "signature" logo), which it used in the logo for go.com.
Consumers may look on branding as an important value added aspect of products or services,
as it often serves to denote a certain attractive quality or characteristic (see also brand
promise). From the perspective of brand owners, branded products or services also command
higher prices. Where two products resemble each other, but one of the products has no
associated branding (such as a generic, store-branded product), people may often select the
more expensive branded product on the basis of the quality of the brand or the reputation of
the brand owner.

 BRAND AWARENESS
Brand awareness refers to customers' ability to recall and recognize the brand under different
conditions and link to the brand name, logo, jingles and so on to certain associations in
memory. It helps the customers to understand to which product or service category the
particular brand belongs to and what products and services are sold under the brand name. It
also ensures that customers know which of their needs are satisfied by the brand through its
products.(Keller) 'Brand love', or love of a brand, is an emerging term encompassing the
perceived value of the brand image.
Brand awareness is a marketing concept that measures consumers' knowledge of a brand's
existence. At the aggregate (brand) level, it refers to the proportion of consumers who know
of the brand.
Brand awareness means the extent to which a brand associated with a particular product is
documented by potential and existing customers either positively or negatively. Creation of
brand awareness is the primary goal of advertising at the beginning of any product's life cycle
in target markets. In fact, brand awareness has influence on buying behaviour of a buyer. All
of these calculations are, at best, approximations. A more complete understanding of the
brand can occur if multiple measures are used.
A brand equity is the positive effect of the brand on the difference between the prices that the
consumer accepts to pay when the brand known compared to the value of the benefit
received.
There are two schools of thought regarding the existence of negative brand equity. One
perspective states brand equity cannot be negative, hypothesizing only positive brand equity
is created by marketing activities such as advertising, PR, and promotion. A second
perspective is that negative equity can exist, due to catastrophic events to the brand, such as a
wide product recall or continued negative press attention (Blackwater or Halliburton, for
example).

Colloquially, the term "negative brand equity" may be used to describe a product or service
where a brand has a negligible effect on a product level when compared to a no-name or
private label product. The brand-related negative intangible assets are called “brand liability”,
compared with “brand equity” .
Family branding vs. individual branding strategies
The greater a company's brand equity, the greater the probability that the company will use a
family branding strategy rather than an individual branding strategy. This is because family
branding allows them to leverage the equity accumulated in the core brand. Aspects of brand
equity includes: brand loyalty, awareness, association, and perception of quality.
Brand awareness can be measured by showing a consumer the brand and asking whether or
not they knew of it beforehand. However, in common market research practice a variety of
recognition and recall measures of brand awareness are employed all of which test the brand
name's association to a product category cue, this came about because most market research
in the 20th Century was conducted by post or telephone, actually showing the brand to
consumers usually required more expensive face-to-face interviews (until web-based
interviews became possible). This has led many textbooks to conceptualise brand awareness
simply as logo.
 Brand Promise
The marketer and owner of the brand has a vision of what the brand must be and do for the
consumers.

 Brand identity
A product identity, or brand image are typically the attributes one associates with a
brand, how the brand owner wants the consumer to perceive the brand - and by extension the
branded company, organization, product or service. The brand owner will seek to bridge the
gap between the brand image and the brand identity. Effective brand names build a
connection between the brand personality as it is perceived by the target audience and the
actual product/service. The brand name should be conceptually on target with the
product/service (what the company stands for). Furthermore, the brand name should be on
target with the brand demographic. Typically, sustainable brand names are easy to remember,
transcend trends and have positive connotations. Brand identity is fundamental to consumer
recognition and symbolizes the brand's differentiation from competitors.
Brand identity is what the owner wants to communicate to its potential consumers.
However, over time, a product's brand identity may acquire (evolve), gaining new attributes
from consumer perspective but not necessarily from the marketing communications an owner
percolates to targeted consumers. Therefore, brand associations become handy to check the
consumer's perception of the brand.
Brand identity needs to focus on authentic qualities - real characteristics of the value
and brand promise being provided and sustained by organisational and/or production
characteristics.

Chapter No-4
Data Analysis and Interpretation:-

GRAPHICAL REPRESENTATION OF SURVEY
Table no-1
1) Have you heard about Tata Nano?
FREQUENCY PERCENTAGE
YES 43 86%
NO 7 14%
86%
14%
Percentage
YES
NO
Interpretation:-
The project undertaken to know the brand awareness level of Tata Nano was
conducted in an around solapur with the sample size of 50 through questionnaire when the
respondent were ask about whether they had heard about Tata Nano or not 43 people out of
50 responded that they had heard about the product and the rest 7 people had not heard about
the product henceforth 86% of people had heard about the product which means that the
product Tata Nano is a well recognised and to some extent is a popular product among the
people.

Table no-2
2. Where have you heard about it ?
Television 10 23%
Hoardings 15 35%
Newspapers &
Magazines
8 19%
Friends &
Relatives
5 12%
Others 5 12%
Interpretation:-
Since out of the total 50 sample chosen only 43people had heard about the product so
therefore this question was analysed taking this 43 people and when this people were asked
about where they had heard about the product 10 out of 43 that is 23% people responded that
they came to know about the product through Television, 35% people said they came to know
about the product through hoardings, 19% people respondent that they came to know about
the product through newspapers and magazines and 12 % people through Friends & relatives
and the rest 12% through other sources.

Table no-3
3. How often have you heard or seen it?
Many Times 10 23%
Often 12 28%
Sometimes 16 37%
Others 5 12%
Interpretation:-
when the sample was asked about how often have they heard or seen the product 10
out of 43 that is 23% people responded that they have heard about or seen the product many
times 28% people that is 12 out of 43 people said they have often heard about the product ,16
out of 43 people that is 37% of the total sample respondent that they have heard or seen the
product sometime and 12% that is 5 out of 43 people responded that they have never heard
or seen the product .Therefore after the analysis it was seen that the majority of people have
seen or heard about the product sometimes.

Table no-4
4. Have you done the test drive?
Yes 3 7%
No 40 93%
Interpretation:
when the sample was asked about whether they have done the test drive or not it was
found that only 3 people out of 43 that is 7% of the total sample had actually done the test
drive and the rest 40 people or 93% of the people had not test driven Tata Nano which proved
that the people who had taken test drive in an around solapur are very less.

Table no-5
5. Did you like this product of Tata?
Yes 26 60%
No 9 21%
Not Sure 8 19%
Interpretation:-
when the sample was asked about whether they liked the product or not 26 people
that is 60% of the total sample replied that they liked the product and 21 % people said they
did not liked the product and 19 % of were not sure regarding their preference, Henceforth
through the analysis it was seen that a sufficient number of people liked Tata Nano.
PERCENTAG
E

Table no-6
6. Do you own a personal car?
Yes 16 32%
No 34 68%
Interpretation:-
The analysis was made taking the whole sample i.e 50 people and when the sample
was asked about whether they own a personal car or not it was found that 32% of the people
that is 16 people out of the sample owned a personal car and the rest 68% people that is 34
people does not own a car after the analysis done on the basis of the sample it was found that
not a huge number of people owned a personal car.

Table no-7
7. Do you wish to purchase Tata Nano?
Yes 8 19%
No 15 35%
Not Decided 20 46%
Interpretation:-

when the sample was asked about their wish to purchase the product 19%
of the total sample that is 8 people replied that they wish to purchase the product, 35% that is
15 people said they do not wish to purchase the product and 46% replied that they have not
decided anything regarding the product, after the analysis we came to know that the people
who wished to purchase the product is very nominal.
Table no-8
8. If no which companies car are you planning to purchase?
Tata 3 7%
Hyundai 7 16%
Toyota 15 35%
Maruti 5 12%
Others 3 7%
Not Decided 10 23%
Interpretation:-

The analysis for this was taken with the help of open ended question and
the people who were surveyed went a long way describing their wishes for different
companies product which included a long list of like Tata, Hyundai, Toyota, Maruti, and etc
and out of the total sample 23% replied that they have not planned to purchase a car and out
of the long list of companies 35% respondent laid their wish or plan to purchase a product of
Toyota, proving that the product of Toyota are pretty much popular amongst the people in an
around Solapur
Table no-9
9. Why do you want to purchase this brand?
Mileage 4 9%
Price 3 7%
Comfort 14 33%
Style 10 23%
Others 12 28%
Interpretation:-

When the sample was asked why do they want to purchase the brand Tata
Nano or what is the attribute which enforces him or her to make the purchase decision 32%
responded they were driven by the comfort of the product, 23% mention that the were driven
by the style and 28% gave the other reasons and the factors like price and mileage were
highlighted very less by the respondent.
Table no-10
10. Do you know the logo of Tata?
Yes 28 65%
No 7 16%
Not Sure 8 19%

Interpretation:-
When the sample was asked whether they know the logo of Tata or not 28
people out of 43 people that is 65% replied that they know the logo of Tata and 16% of the
sample that is 5 people said they do not know the logo of Tata and 19% were not sure.
Table no-11
11. Can you recall any advertising of Tata Nano.
Yes 21 49%
No 7 16%
Not Sure 15 35%

Interpretation:-
On surveying whether the people can recall any advertising of Tata Nano it
was found that 21 people that is 42% of the total sample can recall the advertising, 16% that
is 7 people could not recall the advertising and 35% replied they were not sure, henceforth
after the analysis it was seen that the advertisement had been effective and stayed in the
memory of most of the people.
Table no-12
12. What is the main think you can recall from that advertising?
Spacious 8 38%
Interiors 4 19%
Style 3 14%
Comfort 6 29%

Interpretation:-
This question was answered by only those respondent who could recall the
advertising of Tata Nano, this included 21 people and after the analysis it was found that the
respondent remembered different variables such as the car’s interiors, its Style, Comfort,
glamour, its appearance, its features and many other things.
Table no-13
13. Would you like to recommend this products to others?
Yes 18 42%
No 2 5%
Not Sure 23 53%

Interpretation:-
When the people were asked whether they would recommend this product to
others18 people that is 36% replied they would recommend this product to others, 4% replied
in a negative way , 46% that is 23 people said they were not sure an d14% that is the
remaining 7 people of the sample did not took part in the question.

Chapter No.5
FINDINGS AND CONCLUSION

The following details can be inferred after analysis with a simple size of 50 which
included customers, by questionnaire method to find out the brand awareness towards Tata
Nano with reference to Sterling Motors.
 The awareness level of Tata Nano in an around Solapur is quite high.
 The promotional strategy of Tata Nano is effective in the form of electronic media
and mass media
 Most of the customers are aware of advertising campaign that are being conducted by
Tata Nano.
 Brand awareness has a real and visible impact in the buying behaviour of the people.
 Though the customers are having good awareness levels regarding the product they
are not in a frame of mind to purchase it because of various reasons.
 Tata Nano is facing a tough competition from the competitors with the same kind of
products.

SUGGESTIONS
Suggestions are done on the basis of finding and analysis of data collected through
questionnaire:-
 In order to promote sale in highly competitive auto market attractive schemes such as
cash discount, complementary gift, lucky draws, etc. can be given to the customers.
 Customers should be contacted at a regular interval through phone calls and free
servicing of the cars to ask them if they are facing any problems with the car as
because post sale with the customers may be very important to maintain customers
satisfaction.
 Advertising plays a very important role n increasing the awareness and in reminding
the customer about the products and services offered by Tata Nano. Hence
advertisement about the firm and its products and services must be aired on local T.V
channels as well as in newspapers and magazines.
 Since the people tends to forget the advertising of a particular product a reminder
message has to be enforced in a regular interval and in a proper media which would
reach a large number of potential customers.
 As from the inference we can see that the most important criteria for selection of the
car is its performance which includes price, mileage, speed, braking efficiency,
maintenance, etc. There would be definite increase in the sale of the car if this point
would be looked into and improved.

BIBLIOGRAPHY
Some of the website and magazines referred by me to complete this project.
Websites:-
www.Tatamotor.com
www.scribd.com
www.questionpro.com
www.google.com
Magazines:-
Companies Brochures & Manuals.
Magazines
Overdrive
Business Today
Books:-
Marketing Research - G.C Beri
Marketing Management- Philip Kotler
Marketing Management- V.S Ramaswamy & S. Namakumari

QUESTIONAIRE ON
BRAND AWARNESS OF TATA NANO
1)Have you heard about Tata Nano ?
Yes No
2)Where have you heard about it?
Television Hoardings Newspapers &Magazines
Friends & Relatives Other
3)How often have you heard or seen it?
Many Times Often Sometimes Never
4)Have you done the test drive?
Yes No
5)Did you like this product of Tata?
Yes No Not Sure
6)Do you own a personal car?
Yes No

7) Do you wish to purchase Tata Nano?
Yes No Not decided
8)If no than which companies car are you planning to purchase?
---------------------------------------------.
9)Why do you want to purchase this brand?
Mileage Price Comfort Style Others
10)Do you know the logo of Tata?
Yes No Not Sure
11)Can you recall any advertising of Tata Nano?
Yes No Not Sure
12)What is the main think you can recall from that advertising?
------------------------------.
13)Would you like to recommend this products to others ?
Yes No Not Sure

14) Personal Information:-
Name:-
Age:-
Above 60
40-50
30-40
Below 30
Sex:-Male Female
Annual Income:-Above 15 lakh
10-15 lakh
5-10 lakh
Below 5 lakh
Address:-
...........................................................................................................................
...........................................................................................................................
................................................................................

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