| Title: | Integrated Marketing Campaign at Passenger Vehicle Unit of Tata Motors Nepal |
| Author: | Mr. Pranay Tayal |
| Advisor: | Mr. Ashutosh Mishra |
| Degree: | Bachelor of Business Administration Program in Marketing (International Program) |
| Major: | B.B.A. Marketing (International Program) |
| Faculty: | บริหารธุรกิจ (Business Administration) |
| Semester/Academic year: | 2/2566 (2023) |
Abstract
This cooperative report is about my internship experience at Sipradi Trading Pvt. Ltd., a division of Sipradi. It is a major player in automotive and allied business (‘SIPRADI Companies, ”n.d.). As a parent company, it has various wings, including Sipradi Trading, Sipradi Auto Parts, Sipradi Hire Purchase, and Sipradi Assured. STPL has been a sole distributor of Tata Motors Ltd., India, for Nepal since 1982.The company has been providing sales, services, and spare parts facilities for the full range of Tata Motors commercial as well as passenger vehicles. I joined STPL as a marketing intern in the Tata Passenger Vehicle Unit division, where I was assigned to handle the customer relationship management software made for the business, create a new database and send it to the concerned departments, handle the backend website of Tata Motors Nepal, generate new leads for potential sales of the product, and handle assigned duties during the events and sponsored fairs that were carried out by the company. The objective of the study includes (1) to know the integrated marketing campaign at Tata Passenger Vehicle Unit in Nepal, (2) to analyse how the automobile sector works and operates in Nepal with some sub objectives mentioned in detail later in this report. The EV market has boomed recently in the Nepalese market, and Tata produces both EVs and combustion engine vehicles. Due to the change in demand, Tata sells most of the cars that are EVs, and the remaining are traditional fuel- burning cars. So this report will focus on the integrated marketing campaign carried out by Tata Motors in Nepal. This cooperative education has helped me utilise my academic knowledge when conducting real-world projects. It has equipped me with the organisational, analytical, and technical skills required for me to thrive in the corporate world.
Keywords: Integrated Marketing, Customer relationship management, BTL Events
Mr. Ashutosh Mishra, บธ.บ. การตลาด (หลักสูตรนานาชาติ) – B.B.A. Marketing (International Program), บริหารธุรกิจ (Business Administration), บริหารธุรกิจบัณฑิต สาขาวิชาการตลาด (หลักสูตรนานาชาติ) – Bachelor of Business Administration Program in Marketing (International Program), 2/2566 (2023)