BUSN20016 Project: Marketing Communications for Tata Nano

This project proposal examines the effects of marketing communications on the Indian automobile sector, focusing on the Tata Nano as a case study. The research aims to identify effective marketing strategies to increase sales and profits for the Nano. The study investigates the existing marketing communication strategies of the Nano, analyzes the Indian consumer behavior, and identifies the reasons behind the decline in sales. The research will employ a mixed-methods approach, combining quantitative and qualitative data collection through questionnaires and interviews. The project will analyze secondary data from various sources, including the annual reports of Tata Motors and peer-reviewed journals. The research will explore the effectiveness of different marketing communication channels, including advertising, digital marketing, and public relations, to recommend strategies that can improve consumer reach and drive sales. The study also considers the ethical considerations, data analysis methods, and the project's budget and schedule. The expected outcomes include recommendations for marketing communication strategies focusing on the youth and promoting the car's safety features to address Indian consumers' needs.

Running head: EFFECTS OF MARKETING COMMUNICATIONS ON INDIAN
AUTOMOBILE SECTOR
Effects of Marketing Communications on Automobile sector in India: A case study to
increase the sell and profits for new concept car NANO (TATA)
Name of the University:
Name of the Student:
Authors Note:

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Table of Contents
Introduction................................................................................................................................2
Research Problem.......................................................................................................................2
Research Aim, Objectives and Questions..................................................................................3
Potential Research Outcomes.....................................................................................................4
Conceptual Framework..............................................................................................................5
Research Methodology, Budget and Schedule...........................................................................6
Research Method....................................................................................................................6
Research Design.....................................................................................................................7
Data Collection Method.........................................................................................................7
Sampling and Sample Size.....................................................................................................8
Ethical Considerations...........................................................................................................9
Data Analysis Method............................................................................................................9
Organisation of Study............................................................................................................9
Budget and Schedule of Research........................................................................................10
Conclusion................................................................................................................................12
References................................................................................................................................13

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Introduction
Employing marketing communication strategies through using different
communication channels such as advertising, digital marketing, sales promotion, direct
marketing and public relations can increase sales through encouraging emotional appeal
among the consumers. Considering same, the objective of the paper is to develop a research
proposal in successfully carrying out research on analysing the effects of marketing
communications on the Indian automobile sector in consideration to the case study of Tata
Nano.
Research Problem
When Tata Nano was introduced in the Indian market it attained high sales for the car
but it gradually started to decline gradually on a per month basis. It has been observed that
there have been numerous reasons that resulted in the downfall of Tata Nano’s sales and
profits. The car’s sales is declining as it is facing problems related with safety of the cars with
increasing complains of excess heating and noise problem (Tata Motors., 2019). Moreover,
the company is also observed to face issues related with its ineffective marketing
communication approaches where while marketing the car, the marketers missed out
analysing Indian consumer behaviour that impacts car sales. Existing marketing
communication strategies of the car is observed to be doubtful that is affecting sales margin
and profit of the car negatively (Banerjee & Siddhanta, 2015). Focussed on such identified
research problem, the current research will analyse in details the major issues related with the
marketing communication strategies of Tata Nano along with developing suitable strategies
that can improve the sales and profit margin of the company.

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Research Aim, Objectives and Questions
The aim of the current research is to analyse the effectiveness of innovative marketing
communications strategy that can aid in increasing the sales of Tata Nano car in the Indian
automobile market.
Focussed on the research aim, certain research objective has been developed that are
to be attained after completion of the current research. These are indicated below:
 To analyse the effectiveness of existing marketing communication strategies in the
automobile sector of India
 To evaluate the ways in which innovative meeting communication strategies can be
implemented by Tata Nano car that can increase the ales and profits of this new
concept car
 To investigate the current situation of the Indian automobile sector
 To evaluate the advantages and the limitations of proposed marketing
communications strategies for Tata Nano
 To recommend a most effective marketing communications strategy for Tat Nano that
can facilitate the company in driving sales and profits through attaining increased
consumer reach
The research questions that are to be answered through accomplishment of the current
study are indicated under:
 How is the effectiveness of existing marketing communication strategies in the
automobile sector of India?
 What are the ways in which innovative marketing communication strategies can be
implemented by Tata Niño car that can increase the ales and profits of this new
concept car?

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 What is the current situation of the Indian automobile sector?
 What are the advantages and the limitations of proposed marketing communications
strategies for Tata Nano?
 What is the most effective marketing communications strategy for Tata Nano that can
facilitate the company in driving sales and profits through attaining increased
consumer awareness?
Potential Research Outcomes
Through implementing suitable research methodology and analysing the collected
data through suitable statistical analytical techniques the current research is deemed to attain
constructive study findings. The findings of the research is estimated to reveal that employing
marketing communication strategies through using different communication channels such as
advertising, digital marketing, sales promotion, direct marketing and public relations can
increase sales through encouraging emotional appeal among the Indian consumers (Sinha,
Sahdeo & Srivastava, 2016). Moreover, the potential research outcomes is also anticipated to
be focussed on recommending the most suitable marketing communication mix strategies for
Tata Nano that can facilitate the company to increase its profit margin. Based on the research
problem, the study outcomes is likely to recommend Tata Nano to focus its marketing
communication strategies on youth through promoting unique features of the car like its
fancy settings and colour combinations having rational benefits of fuel efficiency. Moreover,
the findings of the research will also evaluate on the fact that employing marketing
communication strategies to drive Tata Nano’s sales and profit margins should consider
promoting the safely features of the car for addressing Indian consumers safety needs
(Schivinski & Dabrowski, 2016). The findings of the research will also evidence that
attaining increased consumer brand awareness, brand recall and improved purchase intention

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can facilitate in driving sales of the vehicle that can in turn increase profit earned by the
brand on yearly basis.
Conceptual Framework
The conceptual framework indicated below is signifies the relationship between the
dependent and the independent variables selected for the research. It indicates that the
dependent variable (profit and sales of Tata Nano) is positively impacted by the independent
variables (advertising, digital marketing, sales promotion, direct marketing and public
relations). Effective implementation of innovative marketing communication strategies can
drive the sales and profit of the new concept car “Tata Nano”. Supporting such view,
Kushwah and Sharma, (2016) elucidated that through implementing effective marketing
communication mix strategies, the company will be able to re-launch its brand by promoting
new features embedded in the Nano Car and to encourage positive buying behaviour among
target consumers. The relationship among the dependent and independent variables also
indicate that through employing effective communication mix strategies, Tata Nano can
attain increase in its sales and profit margin by communicating consumers regarding its
competitive features. These strategies can also work well in increasing consumer awareness
of the new features of this car model along with communicating its safety, emission and
performance management standards based on which consider buying preference towards the
vehicle is deemed to increase (Fletcher, 2017).

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Figure 1: Conceptual Framework
(Source: Authors Creation)
Research Methodology, Budget and Schedule
Research Method
In conducting research on “Effects of Marketing Communications On Automobile
sector in India: A case study to increase the sell and profits for New concept car NANO
(TATA)”, the researcher will consider implementing mixed research method that considers
employing both quantitative and qualitative research techniques. Qualitative and quantitative
data for the research will be collected as a part of primary data collection method. Qualitative
research method will be employed through which non-numerical data will be gathered
through interview method (Quinlan, Babin, Carr & Griffin, 2019). Collecting data through
interview can facilitate in uncovering trends to attain better analysis of the research problem
as data will be collected through personally interacting with the manager of Tata Company.
Quantitative research method will be employed through questionnaire survey in which likert
Advertising

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scale questions will be developed in order to collect numerical data from target respondents.
Such quantitative data implies the frame of relevant numerical data that can be evaluated
through statistical data analysis tools to gather information with respect to the research results
(Flick, 2015). This research method will facilitate in quantifying the attitudes, behaviours and
opinions along with generalising results from a larger population.
Research Design
Selecting appropriate research design will offer the researcher with an increased
opportunity of guiding the research in the direction of attaining a particular goal based on
research objectives. In the current research, descriptive research design will be employed that
can support the researcher in providing reference through limiting targeted results in which
the remaining part of the overall research is carried out on a specified goal (Mackey & Gass,
2015). Descriptive research design is suitable in this research as it can facilitate in exploring
and defining the challenges faced by Tata Nona in implementing its marketing
communication strategies effectively for driving its sales and profits. It can provide the
researcher with the opportunity of widen the understanding and knowledge base as it can
support in offering detailed description on marketing communication strategy factors that
challenges growth of profit and sales margin of Tata Nano car. As the researcher also focuses
on developing suitable recommendations in decreasing such challenges descriptive research
design will be implemented by the researcher.
Data Collection Method
Data collection in the research is deemed as the basic need to ensure success of the
study in which collection of necessary data will be relied on the type of data along with the
target results to be attained. In analysing the “Effects of Marketing Communications on
Automobile sector in India: A case study to increase the sell and profits for New concept car
NANO (TATA)” both primary and secondary data will be collected. Secondary data will be

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gathered from reliable sources including annual report of Tata, credible government
publications, peer reviewed journals, articles and books (Ledford & Gast, 2018). Primary data
for the research will be collected through conducting questionnaire survey with the selected
respondents. For collecting Quantitayve primary data from the respondents the questionnaire
will include both the open and close ended questions based on likert scale technique where
responses will be collected on the scale of 1 (strongly disagree) to 5 (strongly agree). The
questionnaire will be distributed to respondents through e-mail medium where they will be
provided with a time span of seven days in order revert in the survey. In addition interview
will also be conducted with the managers of Tata Company in order to collect detailed data
on the marketing communication challenges faced by Tata Nano Company.
Sampling and Sample Size
Salting suitable sampling technique will facilitate the researcher in selecting the most
vital source of primary data collected from the targeted respondents selected from a large
population. In the current research, simple random sampling technique will be employed in
selecting the target respondents as it is most suitable in offering equal opportunities to
respondents for being selected for the questionnaire survey (Kumar, 2019). The sample that
will be selected for the questionnaire survey will include 50 Tata Nano consumers. This
sample size is deemed appropriate as quantitative data analysis needs relatively larger sample
size in order to gather and analyse respondents’ insights on the marketing communication
strategies of Tata Nano car in persuading their purchase intention. Moreover 2 managers of
the Tata Nano group will be selected for the interview process where data on the marketing
communication challenges faced by the company will be gathered in evaluating their
responses (Gopal & Thakkar, 2016).

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Ethical Considerations
While carrying out the primary data collection prices through questionnaire survey,
the researcher will make sure that proper research code of conduct is followed. Moreover,
reliability of the secondary data will also be ensured through collecting them from sources
that has recently updated information (Silverman, 2016). The researcher will also avoid
asking delicate questions to respondents and mutual permission will be asked from them
before persuading them to participate in the survey.
Data Analysis Method
The collected quantitative data from the questionnaire survey will be analysed
through employing reliable statistical analytical techniques in order to attain significant
research results. Focussed on same, SPSS data analysis tool will be employed as it can
facilitate the researcher in maintaining transparency of research findings along with
simplifying the interpretation process of collected data (Wiek & Lang, 2016). This statistical
tool can also facilitate in converting opinion of respondents not a particular percentage for
anticipating the respondents’ insight trends. Analysing data through SPSS statistical software
can enable the researcher to carry out correlation and regression analysis which can further
analyse the significant relationship between the dependent and independent variables. The
results gathered from analysing the primary data will be represented in the table and graphical
form that can simplify the process of understanding the research findings.
Organisation of Study
The first chapter of the research will elaborate the research problem, significance
along with aim and objectives of research. The second chapter will explain existing literature
on the research subject explaining the effectiveness of innovative marketing communications
strategy that can aid in increasing the sales of Tata Nano car in the Indian automobile market.
The third chapter will explain the research methodology that will be employed in this study

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for gathering suitable research findings. The fourth chapter will elaborate the findings and
discussion on the analysed results. The fourth chapter will conclude the major findings of the
research along with necessary recommendations for Tata Nano.
Budget and Schedule of Research
Activities 1st to
3rd
Wee
k
4th
to
10th
wee
k
11th
to
13th
Wee
k
14th
to
17th
Wee
k
18th to
21st
Week
22nd to
23rd
Week
24th Week Budget
Selection of the
topic
ü
Data collection
from secondary
sources and
primary sources
(questionnaire
preparation,
travel costs and
materials
needed costs)
ü ü $100
Creating layout ü $110
Literature ü ü ü $80

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EFFECTS OF MARKETING COMMUNICATIONS ON INDIAN AUTOMOBILE
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review
Analysis and
interpretation
of collected
data
ü ü ü $150
Findings of the
data (costs
related with
gaining access
and installing
SPSS software)
ü ü $120
Conclusion of
the study
ü
Formation of
draft
ü ü
Submission of
final work
(costs related
with printing
paper)
ü $130
Total
Budget
$590