KURUKSHETRA UNIVERSITY, KURUKSHETRA

R.K.S.D. (PG) COLLEGE

Ambala Road, kaithal

(AFFILIATED TO KURUKSHETRA UNIVERSITY)

PROJECT REPORT ON

“MARKETING STRATEGIES OF T.V.S TWO WHEELERS”

AT

TVS HANDUJA MOTORS SIWAN

SUBMITTED BY

Mr. JAGDISH

6608

BBA V SEMESTER

Internal Guide External Guide

Prof. VISHAL ANAND VAIBHAV HANDUJA

BBA Sales Executive

R.K.S.D.(PG) COLLEGE TVS HANDUJA MOTORS

KAITHAL SIWAN
 DECLARATION

I hereby declare that this project report titled as “MARKETING STRATEGIES OF T.V.S
TWO WHEELER” has been prepared as a part of my academics during the period of 5th
August to 5th September for the partial fulfillment of degree of “Bachelor of Business
Administration”, by KURUKSHETRA UNIVERSITY, KURUKSHETRA under
guidance of Prof. VISHAL ANAND BBA OF R.K.S.D.(PG) COLLEGE, KAITHAL.

To the best of my Knowledge and belief the matter presented to this report has not
been submitted earlier for the award of any other degree or diploma. This report is prepared
by me on my efforts.

DATE: JAGDISH

ROLL NO: 6608

SEMESTER: V

PLACE: KAITHAL
 ACKNOWLEDGEMENT

The satisfaction and euphoria after the successful completion of any task would be
incomplete without the mention of the people who made it possible, whose constant
guidelines, support and encouragement crown all the success.

I take this opportunity to express my profound gratitude to my External Guide Mr.

VAIBHAV HANDUJA of TVS HANDUJA MOTORS for giving me an opportunity to do
a project at their esteemed organization and for extending his valuable guidance throughout
the project by providing enough information in spite of his busy schedule.

I take this opportunity to express my sincere thanks to Dr. O.P. GARG the principal
and the Prof: VISHAL ANAND R.K.S.D. (PG) COLLEGE, KAITHAL for his immense
support and permitting me to do my internship.

I express my profound thanks to Prof: VISHAL ANAND, my guidance teacher, who

has been magnanimous in guiding, encouraging and supporting me during the project.

My deepest thanks are owed to my parents, family members, friends and all those who
supported me in making this project report effective and informative in innumerable ways to
which I own off all my success.

JAGDISH
 Chapter No. 1
INRODUCTION& EXECUTIVE SUMMARY

Introduction of marketing:
Marketing is both the Art as well as science. The management process through which goods
and services move from concept to the customer. It includes the coordination of four
elements called the 4 P`s of marketing:
i. Identification, Selection and development of a product,
ii. Determination of its price,
iii. Selection of a distribution channel to reach the customer`s place, and
iv. Development and implementation of a promotional strategy.
Marketing is based on thinking about the business in terms of customer needs and
satisfaction. Marketing defers from selling because (in the words of Harvard business
School’s retired professor of marketing Theodore C. Leavitt)” Selling concerns itself with the
tricks and techniques of getting people to exchange their cashfor your products. It is not
concerned with the value that the exchange is all about. And it does not, as marketing
invariable does, view the entire business process as consisting of tightly integrated effort to
discover, create, arouse and satisfy customer needs.” In other words, marketing has less to do
with getting customers to pay for your product as it does developing a demand for that
product and fulfilling the customer’s needs. Ultimately, it makes more sense to thinking of
ways to benefit from creating customer value in the most effective way, subject to ethical and
other constrains that one may have. Marketing usually involves an exchange between buyers
and sellers or between other parties. Marketing has an impact on the firm, its suppliers, its
customers, and other effected by the firm’s choices. Marketing management is the broad
scope of the study of marketing focusing on the practical application of the techniques and
marketing activities of a certain company or business. This business discipline encompasses
marketing planning and strategy, orientations, and processes needed in attaining company
goals by providing value to clients. Since it has a wide coverage involving all factors
required to satisfy customers, marketing management must be all-pervasive and part of every
employee’s scope of work, from the subordinates to those in higher management.
Definition of Marketing:
“Marketing is the beginning and end of all the business activities – Philip Kotler”
“Marketing is the delivery of standard of living to society – Paul Masur”

Deciding on the Promotion mix:

Companies face the task of distribution the total promotion budget over the five promotional
tools:
 Advertising
 Sales Promotion
 Public Relations and Publicity
 Sales Force
 Direct Marketing.
Whatever method a company adopts for promotion its product it must be from above
mentioned method.

What is Sales?
Promotion is the final element in the marketing mix. After the nature of product is decided,
its price fixed and the methods of distribution decided, the manufactures has to take effective
steps in meeting the consumers in the markets. In the present consumer oriented markets it is
the duty of manufactures to know what is required by the consumer. It is also their duty to
make the customers know where, when how and at what prices. The products would be
available.

Meaning Of Promotion:
The term promotion is the term and include mainly three type of sales activity:
1. Mass impersonal selling methods (Advertising).
2. Face to face personal selling (salesman ship).
3. Activities other than personal selling and advertising such as point of purchase
display (P.O.P) show and exhibition, demonstration and other non-securing selling
 efforts.
This form of activity is called ‘Sales Promotion’. Someone has rightly said that practical
knowledge is far better than classroom teaching. During this project I fully realized this and I came to
know about how a consumer chooses among a varied range of products available to him.

The current study is focus on the analysis of consumer buying behavior in motor bikes taking TVS
Motors as a case study. TVS Motors slowly but steadily evolved, from a beginner to a corporate giant
earning laurels and kudos throughout.

If a marketer can identify consumer buyer behaviour, he or she will be in a better position to target
products and services at them. Buyer behaviour is focused upon the needs of individuals, groups and
organisations. It is important to understand the relevance of human needs to buyer behaviour.

Naturally you want your business to be successful. After all you work hard to achieve it.
Understanding your customers’ buying behavior is one of the elements that help to be successful.
Without this understanding it makes gaining more customers difficult.

Especially in today’s competitive world, it also helps when you want your customers to buy more
from your business. Their buying behavior is one of the elements you need for a customer profile.

Customers base their buying decisions on both rational and emotional reasons. They will look at a
category on a rationale basis. They then decide, especially for repeat customers on the brand.

Getting your customers to have an emotional attachment to your brand is one of the keys to
keeping them loyal. As well it is one of the key factors in gaining referrals and
recommendations. When you want more customers for your business it makes it easier to
select the best marketing strategy when you understand.
The report contains first of all brief introduction about the company. Finally there comes data
presentation and analysis in the end of my report. I also tried to put forward some of my
suggestion hoping that they help TVS Motor Company move a step forward to being the very
best.

In terms of competition TVS has neck-to-neck competition with Hero Honda and Bajaj. TVS has a lot
of work to do if it has to take lead and remain the leading manufacturer in India. As TVS is still not a
household brand name, some of the respondents were not completely aware of its products and track
record.

The TVS Group is one of India's largest industrial conglomerates. TV Sundram Iyengar and Sons
Limited, established in 1911, is the parent and holding company of the TVS Group.

TVS Motor Company is the third largest two-wheeler manufacturer in India and one among the top
ten in the world, with annual turnover of more than USD 1 billion in 2008-2009, and is the flagship
company of the USD 4 billion TVS Group. With a workforce of over 5000, the company has 4 plants
- located at Hosur and Mysore in South India, in Himachal Pradesh, North India and one at Indonesia.
The company has a production capacity of 300 thousand units a year.

TVS and Sons also distribute Heavy Duty Commercial Vehicles, Jeeps and Cars. It represents premier
automotive companies like Ashok Leyland, Mahindra and Mahindra Ltd., Fiat and Honda. It also
distributes automotive spare parts for several leading manufacturers.

TVS & Sons has grown into a leading logistics solution provider and has set up state-of-the-art
warehouses all over the country. It has also diversified into distributing Garage equipment that ranges
from paint booths to engine analyzers and industrial equipment products.
 EXECUTIVE SUMMARY

A Summer Internship Project is vital part of every MBA program. It helps us to have a real
insight into corporate world. An internship also enables us to gear up for the career ahead of
us. All the theory that we have learnt in our curriculum is put into practice during internship.
I have done my project on “SALES AND PROMOTION” with reference to TVS
COMPANY PVT LTD.

Promotion is the final element in the marketing mix. After the nature of product is decided,
its price fixed and the methods of distribution decided, the manufactures has to take effective
steps in meeting the consumers in markets, In the present consumer oriented markets it is the
duty of manufacturers to know what is required by the consumer, It is also their duty to make
the customer know where, when how and at what prices. The products would be available.
The study would bring out how the product is going in a highly competitive market with
deferent promotional activities. The topic includes that to study the sales & promotion
activities used by TVS Company PVT LTD for increasing the sales of Motorcycles. The
reason for selecting this topic is to get learning experience of automobile sector.

It contains all important and prominent function, sales & promotion including distribution
channel in particular. The study on motorcycle can give a valuable learning about how to
analyze a product success or failure and according set action plans for its betterment. Also it
would be a great opportunity for interacting with different kind of people and get to know
how actually the system runs. It would also a big idea for taking a call towards satisfying
customer needs, which is ultimately the prime objective of any company and its employees.
This project was prepared during work of two months as Summer Internship Training
Program in TVS Company PVT LTD on topic “STUDY OF SALES AND PROMOTION” it
is the survey for the marketing strategies and promotional activities of Motorcycles.

REASONS FOR SELECTING THE TOPIC

 To gain practical knowledge along with marketing theory.

 To understand the challenges of the organization.
 To get the market information.
 To became aware of our strengths and weakness as required for potential manager.

To understand market situation.

Need for study:

To understand the Customer Preferences and satisfaction level towards of the
customer regarding the service provided by ESWAR TVS, to understand what are the
customer requirement and improvement required by them in service.

Objective of the study:

 To knows the customer satisfaction level towards services of ESWAR TVS.
 To knows the problems presently faced by the customers at ESWAR TVS.
 To study the post sales service performance.
 To know the new area of improvement. To study the pre-purchase and post-purchase
behavior of customers of TVS Motors in Anantapuramu.
 To study the factors affecting the purchase behavior of customers.
 To study the satisfaction level of customers towards various attributes / features of TVS
Motors.

ABSTRACT:
 This research is outcome of the study conducted on Pre-purchase and Post-purchase
Behaviour of Customers with reference to TVS Motors in Erode District. This study was
carried out for a period of 9 Months from in Hindupur. The objective of conducting this
project work is to identify the attitude of two-wheeler owners towards TVS Motors.

 For this purpose 300 two-wheeler owners/customers were taken as sample for the study in
order to get the needed information. The study is a descriptive type and convenient
sampling is used. The data are collected from survey using questionnaire through interview
schedule.

 Consumers make three types of purchases: trial purchases, repeat purchases and long term
commitment purchases. When a consumer purchases a product (or brand) for the first time
and buys a smaller quantity than usual, this purchase would be considered a trial. Thus, a
trial is the exploratory phase of purchase behavior in which consumers attempt to evaluate a
product through direct use.

 The collected data were consolidated and interpreted by using statistical tools like
percentage analysis, weighted average ranking method and chi-square test. Tables and
charts are used for representation purpose. From this survey, it was found that TVS vehicles
are mainly preferred for its Power & Pickup, Safety & Comfort and Design. Performance is a
major factor for purchasing TVS brand. TVS motors has to update its technology to meet the
changing customer needs and preference to cope up with the competitions in the market
and adequate steps should be made to increase the quality in their services for better
customer satisfaction.

 A search for information before making a purchase decision is known as pre-purchase

behavior. Purchasing is a dynamic science and also most important function of every family.
A home maker must devote time, attention and energy to it. It is influenced by certain
considerations which lead the consumers to select a particular brand of products. Besides,
the availability of wide.
  To study the buyers opinion about the services rendered by dealers in Hindupur.

 A search for information before making a purchase decision is known as pre-purchase

behavior. Purchasing is a dynamic science and also most important function of every family.
A home maker must devote time, attention and energy to it. It is influenced by certain
considerations which lead the consumers to select a particular brand of products. Besides,
the availability of wide varieties of brands aggregates and complicates the act of purchasing.

 Purchasing is complicated involving many decisions as each family differs widely. The stages
are,

1. Problem Recognition
2. Information Search and
3. Evaluation of Alternatives.

 The buyer’s satisfaction is a function of the closeness between the buyer’s expectations and
the product’s perceived performance. If performance falls short of expectations, the
customer is disappointed, if it meets expectations, the customer is satisfied, if it exceeds
expectations, and the customer is delighted.

 The larger the gap is between expectations and performance, the greater the consumer’s
dissatisfaction.

 Satisfaction or dissatisfaction with the product will influence a consumer’s subsequent

behavior. If the consumer is satisfied, he or she will exhibit a higher probability of purchasing
the product again. The satisfied customer will also tend to say good things about the brand
to others. Marketers say “Our best advertisement is a satisfied customer”. Dissatisfied
consumers may abandon or return the product. They may seek information that confirms its
high value.

LIMITATIONS:
To offer suggestions based on the result of the study.

 This study is applicable only to TVS Motor Industry (P) Limited, Hindupur.

 Time duration for this study is limited for nine months from Nov-2011 to July-2012.

 The study does not include comparison between two Wheeler brands.
 Chapter No. 2
INDUSTRY PROFILE

2.1INDUSTRY PROFILE

Automotive industry:

The automotive industry is a term that covers a wide range of companies and organizations
involved in the design, development, manufacture, marketing, and selling of motor vehicles,
towed vehicles, motorcycles and mopeds. It is one of the world's most important economic
sectors by revenue.

The term automotive industry usually does not include industries dedicated to the
maintenance of automobiles following delivery to the end-user, such as repair shops and
motor fuelfilling stations.

History:

The automotive industry began in the 1890s with hundreds of manufacturers that pioneered
the horseless carriage. For many decades, the United States led the world in total automobile
production. In 1929 before the Great Depression, the world had 32,028,500 automobiles in
use, and the U.S. automobile industry produced over 90% of them. At that time the U.S. had
one car per 4.87 persons. After WWII the U.S. produced about 75 percent of world's auto
production. In 1980 the U.S. was overtaken by Japan and became world's leader again in
1994. In 2006, Japan narrowly passed the U.S. in production and held this rank until 2009,
when China took the top spot with 13.8 million units. By producing 18.4 million units in
2011, China produced more than twice the number of automobiles made by the U.S. in
second place with 8.7 million units, while Japan was in third place with 8.4 million units.

World motor vehicle production:

For many decades, the United States led the world in total automobile production. In 1929
before the Great Depression, the world had 32,028,500 automobiles in use, and the US
automobile industry produced over 90% of them. At that time the U.S. had one car per 4.87
persons. After WWII the U.S. issued 3/4 of world's auto production. In 1980 the U.S. was
overtaken by Japan and became world's leader again in 1994. In 2006, Japan narrowly passed
the U.S. in production and held this rank until 2009, when China took the top spot with 13.8
million units. By producing 18.4 million units in 2011, China produced more than twice the
number of automobiles made by the U.S. in second place with 8.7 million units, while Japan
was in thirdplace with 8.4 million units

Indian automobile sector:

The Indian automobile sector is one of its most vibrant industries. The industry

accounts for 22 per cent of the country's manufacturing gross domestic product

(GDP). It comprises passenger cars, two-wheelers, three-wheelers and commercial

vehicles and is currently the seventh-largest in the world with an average annual

production of 17.5 million vehicles, of which 2.3 million are exported.

In addition, with the government's backing and a special focus on exports of small

cars, multi-utility vehicles (MUVs), two and three-wheelers and auto components, the

automotive sector's contribution to the GDP is expected to double, reaching a

turnover of US$ 145 billion in 2016, according to the Automotive Mission Plan (AMP)

2006-2016.

Market size

The automobile industry produced a total of 1,861,849 vehicles including passenger

vehicles, commercial vehicles, three-wheelers and two-wheelers in April 2014 as

against 1,687,243 in April 2013, registering a growth of 10.35 percent over the

corresponding month of 2013. The growth is mostly attributed to the rise in two-

wheeler production.

Two-wheeler sales registered growth of 11.67 percent in April 2014 over April 2013.

Within this segment, scooters, motorcycles and mopeds grew by 26.08 percent, 8.06

percent and 0.23 percent respectively.

In April 2014, passenger car sales stood at 1,786,899 units while utility vehicles sales

stood at 525,942 units, as per data from Society of Indian Mobile Manufacturers
(SIAM). Export of utility vehicles showed an improvement of 298 percent with 41,550

units.

Top Players in automotive industries in India: -

1. HONDA: -
 2. HERO: -

3.BAJAJ: -
4.TVS: -

5.SUZUKI: -
6.YAMAHA
 CHAPTER-2

COMPANY PROFILE

TVS Motor Company is the third largest two-wheeler manufacturer in India and one among
the top ten in the world, with annual turnover of more than USD 1 billion in 2008-2009, and
is the flagship company of the USD 4 billion TVS Group.

A bike for anyone

TVS Motor currently manufactures a wide range of two-wheelers from mopeds to racing
inspired motorcycles.
Motorcycles (Apache RTR 180, Flame DS 125, Flame, TVS Jive, Star City, Sports)
Variomatic Scooters (TVS Wego, Scooty Streak, Scooty Pep+, Scooty Teenz)
Mopeds (TVS XL Super, TVS XL Heavy Duty)

Penchant for Quality

The company has 4 plants - located at Hosur and Mysore in South India, in Himachal
Pradesh, North India and one at Indonesia. The company has a production capacity of
2.5million units a year.

Innovation at the helm

TVS Motor's strength lies in design and development of new products - the latest launch of7
products on the same day seen as a first in automotive history. We at TVS deliver total
customer satisfaction by anticipating customer need and presenting quality vehicles at the
right time and at the right price. The customer and his ever changing need is our continuous
source of inspiration
.
15 million smiles on the Road

TVS has always stood for innovative, easy to handle, environment friendly products, backed
by reliable customer service. No wonder, then, that our 15 million customers on the road have
a reason to smile.
 AWARDS
 TVS Motor won the Deming Application Prize in 2002, becoming the first and only
Indian two-wheeler company to win the award given to companies that do outstanding
work in the field of Quality Management. It is considered to be one of the world's
most prestigious quality awards.

 The same year, the work done for the TVS Victor motorcycle won TVS Motor the
National Award for successful commercialization of indigenous technology from the
Technology Development Board, Ministry of Science & Technology, Government of
India.

 In 2004, TVS Scooty Pep won the 'Outstanding Design Excellence Award' from
Business World magazine and the National Institute of Design, Ahmadabad. The
effective implementation of Total Productivity Maintenance practices won TVS
Motor the TPM Excellence Award given by the Japan Institute of Plant Maintenance
in 2008.

 TVS Motor has won several management awards, notable among them being the
Emerging Corporate Giant in the Private Sector awarded by The Economic Times and
the Harvard Business School Association of India. Business Today magazine awarded
TVS Motor the Best Managed Company and the Most Investor Friendly Company
awards. Its advertising practices won it the Good Advertising award by Auto India
Best Brand Awards 2009.

 Company Chairman Venu Srinivasan is a recipient of several awards for corporate

excellence such as the Star of Asia Award by Bloomberg Business Week and the JRD
Tata Corporate Leadership Award.

 The University of Warwick, United Kingdom gave him an honorary Doctorate of

Science degree while the Government of India honored him with the Padma Shri,one
of India's highest civilian distinctions.

 Innovative implementation of Information Technology has won TVS Motor the Ace
Award for Most Innovative Net Weaver Implementation in 2007 awarded by
technology major SAP AG and the Team Tech 2007 Award of Excellence for
Integrated use of Computer-aided engineering Technologies.
 HISTORY

TVS Motor Company Ltd.: History

1982
- The company was incorporated as Indian motorcycle Pvt. Ltd. On 15th July. Its name
was changed to Indo Suzuki Motorcycles Pvt. Ltd. and it was converted into a public limited
company on 12th January, 1984. It was promoted by Mr. N. Krishnan in collaboration with
Suzuki Motor Co. Ltd. Japan; Sundaram-Clayton, Ltd., a member of the Company to the
extent of Rs 70 lakhs.
- The company entered into a technical know-how and assistance agreement with Suzuki
Motor Co. Ltd., of Japan on 22nd September. As per the terms of the Colloboration, Suzuki
agreed to furnish complete technical information and know-how, trade secrets and other data.
- All shares taken up by promoters etc.
1984
- The company received a letter of intent for the manufacture of 20,000 spark ignition
operated out board motors and 30,000 internal combustion spark ignition engines upto 500cc
per annum.
- 59,40,000 shares issued at par in 1984. 7,00,000 shares allotted to SundaramClayton, Ltd.
Chennai, 70,000 shares allotted to Anusha Investments (P) Ltd. Chennai, 20,00,000 shares
allotted to Suzuki Motor Co., Ltd., Japan; 2,20,000 shares allotted to employees and business
associates and 29,70,000 shares offered to thepublic.
1985
- A new company "Lakshmi Auto Components Pvt Ltd." was incorporated for the
manufacture of critical engines and transmission parts.
1986
- The company acquired the assets of the moped division from Sundaram Clayton Ltd. The
cost of acquisition was met partly by rights issue of equity shares. The company subscribed to
39,20,000 equity shares of Rs.10 each of Lakshmi Auto Components Pvt Ltd, whereupon it
became a subsidiary of the company.
- The name of the company was changed from Indo Suzuki Motorcycles Ltd. to TVS
Suzuki Ltd with effect from 18th august.
- 154,00,000 rights equity shares issued at par in prop. 2:1.
1988
- The company obtained a letter of intent for expanding the capacity to 4,00,000 TVSS two
wheelers.
1989
- The working was adversely affected due to labor unrest which resulted in a lock-out from 28th
February 1990. The lock out was lifted in the second week of June1990.
1990
- The company launched a 34cc miniped to take advantage of the Motor Vehicle Act that
exempts such vehicles from the payment of road tax. The Company worked for only 10
months due to lock out.
1991
- The technical aid agreement entered into with Suzuki Motor Co., Japan which expired in
August 1991 was extended for three more years with the approval of the Government of
India.
1992
- The company launched two new models of motor cycles viz. sumurai and shogan .
1993
- The company launched a new model of moped viz. TVS scooty.
1995
- The Company was studying the feasibility of opening a second plant at a different
location to meet the growth in demand for two wheelers in the near future. It also proposed
to introduce upgraded version of mopeds. In addition, during the year, the Company
undertook to develop new models of motorcycles.
1996
- The company is taking steps to meet the increase in demand for its products and improve
the market share.
- A statement relating to the subsidiary, M/s Lakshmi Auto Components Limited, Chennai,
and a copy of its annual accounts for the year ended 31st March, 1996 are attached to the
balance sheet pursuant to section 212 of the companies Act, 1956.
- As per the requirements of section 217(1)(e) of the Companies Act, 1956 read with the
Companies (Disclosure of Particulars in the Report of Board of Directors) Rules,1988, the
information regarding conservation of energy, technology absorption and foreign exchange
earnings and outgo are given in annexure I to this report.
1997
- TVS-Suzuki plans to set up an auto ancillary estate through joint venture with someof its
existing components suppliers. The proposed project is to come up at a new 57- acre site near
TVS-suzuki s existing plan at hour.
- Leading two-wheeler manufacturer in the country, TVS Suzuki, will soon set up anew
2.5 lakh capacity scooter plant in mysore.
 - Credit Analysis & Research Ltd (Care) has assigned the credit rating of CARE
AA+(double A plus) to the proposed non-convertible debenture issue of Rs.100 crore by
TVS-Suzuki Ltd (TSL).
- TVS Suzuki is a joint venture between Saundaram Clayton Ltd. of the TVS group and
Suzuki motor corporation, Japan.
- The company proposes to introduce kick start facility.
- TVS Suzuki Ltd (TSL), the second largest two-wheeler manufacturer in the country,will
be restructuring its entire vendor-base in the next five years with the objectiveof creating
robust vendors to meet its future expansion plans.
- TVS Suzuki Ltd is officially launching its new moped model, the XL super.
- The Rs. 100 crores non-convertible debentures of TVS-Suzuki Limited rating of AA
+(high safety with higher standing) has been retained by CARE.
1998
- TVS Suzuki Ltd, one of the leading two-wheeler manufacturers in the country, has
crossed the RS.1,000-crore turnover mark in 1997-98.
- TVS will be the first company in the country to introduce the 4 stroke scooter in the
Indian market.
- TVS' new-generation state-of-the-art four-stroke scooter Spectra, of which we gaveyou
an exclusive preview last month, was launched in spectacular fashion at the TVSMillennium
show on October 1 in New Delhi.
- TVS Suzuki Ltd on October 1 launched its new generation 4-stroke scooter `TVS Spectra'
in Delhi.
1999
- TVS Suzuki is all set to launch a scaled-down version of Spectra -- the recently launched
four stroke scooter.
- The company is set to launch spectra on a nation-wide basis in April.
- Suzuki has indicated to the TVS group that if it did not agree to the Japanese company's
acquiring a majority stake, it should allow Suzuki to set up a 100 percent subsidiary.
2000
- The Company, pioneers of Indo-Japanese motorcycles in the country, has launched its
latest offering, Suzuki Fiero, in the Kerala market.
- The Tamil Nadu based TVS-Suzuki has launched the 150 CC four-stroke powerhouse
Suzuki Fiero in Tamil Nadu, close on the heels of its launch in Rajasthan, Karnataka and
Kerala.
 - Two-Wheeler major, TVS-Suzuki Limited is set to create a special cell to tap the
institutional segment.- The company proposes to re launch its four-stroke scooter, spectra, in
July.
- Two-wheeler major TVS Suzuki is all set to cross the magic one million mark duringthe
current fiscal with 12 new models lined up over the next 18 months.
- Motorcycle giant, TVS Suzuki, has forged an alliance with Brand Dotcom to leverage the
latter s online expertise brand building on the net.
- TVS-Suzuki Ltd on August 30th, formally launched its indigenously developed 4-stroke
motorcycle, TVS Victor, here. The price has been fixed at Rs 41,187, (ex-showroom,
Chennai).
- The TVS group and Suzuki Motor Corporation September 27 parted ways from their15-
year-old joint venture with the former buying out the 25.97 per cent stake of the Japanese
company for Rs 9 crore.2002
- TVS Motor Company Ltd has informed that the Board declared an interim dividend of Rs
9.00 per share on 2,31,00,070 equity shares of Rs 10/- each fully paid up, aggregating to Rs
231.00 million.
2003
- TVS motor company has recorded a market share of 35% from motor cycle division.
- K.S.Bajpai has been appointed as an Additional director on the board.
- TVS, Bajaj Auto and Yamaha have grabbed the market share from the country's
largest motor cycle maker hero Honda.
- The TVS victor sales have crossed 4 lakh unit mark in less than 18 months of its launch.
- TVS motor has recorded a 31% growth in its sales.
- C V R Panikar has been appointed as Additional Director on the Board of TVS Motor
company Ltd.
- TVS motor company has introduced Fiero, inorder to compete with Bajaj pulsar.
- TVS Motor Company Ltd has introduced its own racing bikes which Team TVS will test
on the tracks in Asian circuit.
- TVS Motor launched 4 new mobikes including a new brand 100-cc mobike called the
centra.
 STRATEGIES

Growth strategy
TVS motors start in 1982 and its adopting growth strategy and it was a Pvt. Ltd. Companythe
name was Indian motorcycle pvt. Ltd. It was converted into a public limited company in1984
the name was Indo Suzuki motorcycle Pvt. Ltd. with the collabration of suzuki motorsco. ltd.
Japan; sundraram clayton ltd. After the collaboration TVS motors issuing their share.And
increasing the manufacturing of two-wheeler. In 1988 expanding the capacity to 4,00,000
Nos. two-wheelers. And growth strategy is stop in 1989.

Retrenchment strategy
TVS motors adopt retrenchment strategy in 1989 because due to the work load and unrestof
the employees the company is lock out. After the adopting retrenchment strategy theywere
starting their company in 1990 and start the work on launching the 34cc miniped.And after
the some period of time they adopt growth strategy.

Growth strategy
TVS motors adopt growth strategy in 1992 with launching of two new models. From the1992
to till today they are with growth strategy.

The TVS Suzuki Relationship

TVS and Suzuki shared a 19 year long relationship that was aimed at technology
transfer to enable design and manufacture of two-wheelers specifically for the Indian market.
Rechristened TVS-Suzuki, the company brought out several models such as the Suzuki
Samurai, Suzuki Shogun and Suzuki Fiero. Differences in opinion on how to run the join
venture eventually led to the partners going their separate ways in 2001 with the company
being renamed TVS Motor, relinquishing rights to use the Suzuki name. There was also a 30
month moratorium period during which Suzuki promised not to enter the Indian market with
competing two-wheelers. The company also got over a period of labor unrest that required
Chairman Venu Srinivasan to take tough measures to resurrect a company that was in a state
of turmoil. He would go on to invest in new technology urture in-house design, and
implement Toyota-style quality programs.
 CHAPTER-4

PRODUCT PROFILE

PRODUCT LINE

TVS motors have a range of two-wheelers under all the categories and it is the only Indian
two-wheeler manufacturer that has a product line of moped to a premium segment bike.

It manufactures moped (XL Super/Heavy Duty) and scooterettes (Scooty pep+/Streak). The
entry/economy segment bikes are the Star duo (City/Sport/JIVE) while Flame is in the
executive segment and Apache RTR (160/Fi-160/180/ABS) in the premium segment. Their
latest launch WEGO is a unisex scooterette.

TVS is also venturing in the three-wheeler market with King which was launched in 2008

Apache RTR

180/160 /ABS

TVS motors have come up with another variant of apache – the RTR 180 ABS. Apache RTR
has been very well received by bike enthusiasts and the new RTR 180 is going to take a step
further with more powerful engine and some interesting additions in design. The bike retains
the basic lines of the current RTR & comes with all the high tech features: digital
speedometer with top speed, 0-60 timer, trips, and other extra functionality plus stunning
looks. Apache RTR looks best in its class and has been priced very competitively in
comparison to other bikes in its segment.
The Apache RTR 180 is powered by a 177.4cc engine which generates 17 Bhp of maximum
power with 15.5 Nm of maximum torque. The new 177.4cc mill is a bored out variation of
the 160cc mill, and has a longer stroke too. The new engine still remains an oversquare unit,
but not so much so as the 160. Power is up by 1.3 Bhp to 17 Bhp and the new engine
produces 2.4 more units of twisting force at 15.5Nm. The peak power is produced at 8500
rpm, similar to RTR 160, though the peak torque is now produced at 6500 revs.

The aerodynamic air scoops add to the design plus it ensures air is directed towards the
engine unit to help better cooling efficiency. TVS claims the new apache RTR 180 to reach
60kmph from standstill in 4.15 seconds and top speed as 125kph.

JIVE

TVS India has tapped the market of gearless bikes with the launch of TVS Jive. It is the first
Indian two-wheeler to feature automatic transmission. Jive comes with 4-speed transmission
but features a hand-free gearshift and it comes with T-matic technology. TVS Jive comes
with gear Indicator and under seat space which can accommodate a bottle, umbrella or any
documents.

In terms of design and styling TVS Jive looks very balanced and simple, as it is a commuter
bike, the buyers don't expect lot of styling. TVS has kept it very basic and it looks like the
TVS Star City from many angles. The only change is the spruced-up tank which brings
character to the Jive.

Jive is powered by a new 110cc engine which also powers the TVS Wego. The 110cc engine
of TVS Jive generates maximum power of 8.1 Bhp at 7500 rpm with 8.1 Nm of torque at
5500 rpm. TVS has good experience in manufacturing bikes with automatic clutch as they are
selling TVS Neo in Indonesia and it is selling in good numbers.
The TVS Jive features a rotary gear technology and two clutches. One of the two is a normal
multiplate job while the other one is a automatic centrifugal clutch that prevents the engine
from stalling. There is an anti-stall mechanism to boot – which means that even when you try
to ride along in a high gear at low speeds, the motorcycle does not sputter and stall. Also, the
rotary gear system means that you can shift directly from a high gear to neutral.
Convenience-wise, the Jive is going to please a lot of new riders or people have to ride a lot
in heavy traffic.

FLAME

Flame sports a new design and embraces the contemporary black theme. Flame borrows the
headlamp, front fender, attractive rear view mirrors, body colored shock absorber springs and
special engine cowl from its big brother apache.
Flame is packed with exciting features like attractive body graphics, alloy wheels, disc brake
at the front, electric start and handle bar weights to control vibrations. It has been designed to
capture attention in one go. The bike has been given a contemporary urban look by having a
black theme.
The Flame is technologically the most advanced motorcycle in the country with a 3-valve
125cc engine and sports the India’s first three-valve CC VTi (controlled combustion variable
timing intelligent) engine.
The engine produces maximum power of 10.5 bhp at 8,250 rpm. TVS has patented the CC-
VTi technology in Austria and rest of the world. It has sporty delta-edge exhaust that is not
just a styling element but also to deliver the smoothest of sounds, lowest emissions and
excellent performance.
The engine has two different in take ports, swirl and power port. A swirl motion is created of
the intake air-fuel mixture in the combustion chamber, which leads to efficient burning of
lean air-fuel mixture and helps improve the bike’s fuel efficiency.
STAR CITY/SPORT

CITY

TVS India launched the upgraded and refreshed Star City in 2007. The graphic design on the
fuel tank was replaced by new graphic pattern. A new colour option had been added and it
now came with a 12V mobile charger socket, placed just behind the front left indicator. This
made the Star City the first motorcycle in India to have this feature.

TVS Star city sports a new 110cc CVTi engine with VTi technology consisting of fuel cut-off
on deceleration and significantly reduced friction to improve the overall fuel efficiency. TVS
bikes have always been known to be tidy handlers, and the Star City is no different, offering
among the better handling traits and ride character within its segment. Riders will find the
bike moulding them into an upright and commuter-friendly posture. The frame skeleton is a
single down-tube with the engine bolted on and offers just the right rigidity.

The Star City continues with a rectangular section swing arm. Star City also allows riders to
adjust the rear shock absorbers via a convenient lever with no additional tools required for the
job. Additionally, it has the option of an electric start and alloy wheels and comes with
standard features like backlit speedo with fuel gauge, econometer for better mileage and ride
switch shocks for a truly smooth ride.
SPORT

TVS expanded its economy segment offering with the launch of, 'Sport' - a stylish, compact
and affordable 100 cc motorcycle, aimed at discerning urban motorcycle customers who are
on the look-out for a sleek and compact style.

TVS Sport looks more or less same like the Star City. Body panels and tail lamps received
some tweaking to give sleeker and elegant appearance overall from rear. The fuel tank is
sleek and the dual toned side panel makes it attractive. TVS Sport is fitted with alloy wheels,
broad tyres and a shoetype seat which gives it a sporty look. TVS Sport is a bike good for
average users who are looking for a bike which offers good features along with decent
mileage.

TVS Sport is powered by a 99.7cc engine which generates maximum power of 7.5 Bhp @
7500 rpm with maximum torque of 7.5 Nm @ 5000 rpm. The engine is mated to 4 speed
gearbox. The suspension has the same looks as that of the Star City, but the rear one comes
with 5 steps adjustable stroke that is just a little longer than the Star City.

SCOOTY PEP+/STREAK
The Pep+ retains the familiar face with its friendly expression but gets a tangy new set of
graphics. The grab-rail also now matches its body colour. Dual-tone shades spruce up the
scooter with a racy chequered look on the front apron and rear panels. Grips, levers,
switchgear and mirrors are top-notch. In a smart move, the key slot itself is fluorescent, so as
to allow grope-free access in the dark. There's also a new cell phone-charging point.

Pep+ lights up its lockable underseat storage bay and offers yet another smart feature that
would do well on any such scooterette, a spring at the mounting pivot prevents the seat from
accidentally closing at a fuel station and crushing unsuspecting fingers. It retains its quality
feel in offering alloy rims, both front and rear. The Plus not only feels meaty where it matters
most in its low- and midrange punch, but does manage a relatively respectable top speed of
71kph delivered with refinement. The Scooty was always bold offering twin telescopic forks
as front suspension. While the rest of the industry sticks with diminutive and far less effective
front dampers, the Pep Plus carries forward this handling-enhancing theme. At the rear, there
is a single shock absorber doing duty in conjunction with its hinged engine.

STREAK

TVS after enjoying huge success with its scooty pep has now come up with a scooter called
Scooty streak.. Scooty streak is the TVS second attempt to conquer the 100cc plus scooter
customer, after its first attempt in 1999 with 150cc four stroke Spectra. The geared scooter
spectra failed to take off in the market and it was withdrawn. Scooty streak is a 100cc plus
four-stroke scooter which is positioned above the scooty and it targets urban customers.
With the scooty streak, TVS hopes to widen its customer base. The 90cc TVS Scooty has
always been associated with women and the 100cc plus scooty streak could bring in male
customers into the fold. It inherits the styling of the popular scooty which means the Scooty
streak will not be a full- bodied scooter.

Scooty streak is a typical gearless scooter with a prominent snout, handlebar mounted
headlamp, multi-purpose die-cast rear grab rail and contoured seats. TVS Scooty Streak
comes with a razor sharp, sleek unisex styling features sharp head lamps and LED tail-lamps.

Scooty streak also comes with broad anti-skid tires that provide enhanced wet braking
stability and is equipped with an external fuel fill at the rear for refueling. Mobile charger and
a lockable front glove box are the other usable features in the new scooty streak.

WEGO

TVS India launched all new gearless scooter - The Wego in Nov2009. It is powered by a new
110cc engine. TVS has good experience in manufacturing scooterettes with automatic
transmission as they are selling TVS Scooty Variants in good numbers. But Scooty is
generally considered by only female buyers and TVS wants to capture the market of Suzuki
Access & Honda Aviator which are unisex scooter. Though Wego is not too unique and
different in terms of style and technology in comparison to its rivals but it can be very
successful as it has been priced very competitively.

TVS has made use of vehicle simulation models, computational fluid dynamics and
frequency response analysis techniques to ensure smooth and noise-free engine and best-in-
class ride comfort and handling. The all aluminum low-friction engine ensures best-in-class
mileage. Multi-reflector halogen headlamps and LED tail lamp with optical guides give the
scooter dynamic styling better described as urban dynamism.

One of the unique features of TVS Wego is its Body Balance Technology that enables lower
steering effort, better control and maneuverability through optimum vehicle mass and mass
distribution, making it the best scooter to handle in city traffic conditions. Other innovations
that are first in its category are twelve inch alloy wheels, sleek contour body, LED Tail lamp
with optical guides, external fuel fill with hinged cap, an integrated glove box, twin city
lamps, maintenance free battery, gas filled rear shock absorber, under seat combo charger to
charge the vehicle battery as well as a cell phone and patented EZ center stand. The scooter’s
under seat storage space that can hold a full face helmet.

XL HEAVY DUTY/SUPER

Its 70 cc engine provides easy kick start for smarter beginning. Reliability of this two-
wheeler is assured by its auto wet clutch system, wheel removal with QD wheel system, safer
suspension.

The only difference between the two variants is of 9 kg weight more of TVS XL Super HD.
Its bold tubular frame gives proper support to the rider's to ride it any road condition. Night
riding becomes safer due to the presence of powerful 12V electrical system. It has detachable
seat and load carrier keeping in mind its passengers.
 CHAPTER-5

DATA ANALYSIS AND INTERPRETATION

MARKET STRATAGIES FOLLOWED BY TVS

1. Star and Apache - key volume drivers

“Much of the volume growth is being contributed by the Star and Apache along with a fillip
from the Victor variants. For the period April - October 06, the company recorded 9,37,405
units of two wheelers compared to 7,70,841 units recorded in the previous year, at a growth
of 22%. The motorcycles during this period clocked 5,84,155 units at a growth rate of 30%.
TVS Star brand crossed the 1 million sales mark since its launch and with the recent launch
of the electric start variant the demand for the vehicle is expected to grow further in the
coming months. Apache continues to be in demand and has captured sizeable share in the
premium segment of the motorcycle market.”

2, Brand Building – focus to sustain

“The company has been spending whole-heartedly in creating its key model brands. The
company plans to capitalise on the sizable success achieved by top brands in respective
segments. The Star, Victor and Apache in respective segments have done well and all future
efforts would be directed towards keeping the brand image live and fresh by introducing
newer variants of the existing successful bikes.”

3.Trying to capture the Imagination of people

TVS Motors launches seven products in one go

TVS Motors, the country's third largest two-wheeler manufacturer, launched seven products
here on Thursday in a first-of-its-kind rollout in the Indian automobile industry.
Apache RTR 160 EFI

The seven products include a completely new 125 cc motorcycle FLAME, an all new 110 cc
StaR City, an Apache variant with fuel injection technology and the electric variant of a
Scooty.

TVS Flame (125cc)

The other three products were the petrol, CNG and LPG version of a three-wheeler passenger
vehicle that will compete with the Bajaj group, the only player in that segment.

"This is the first step to make the announcement of TVS as a young Indian multinational
company. We have done significant amount of hard work in the last three years and now
2007 will mark the emergence of new TVS," said Venu Srinivasan, chairman and managing
director of TVS Motors.

He added that the simultaneous rollouts are a tribute to the engineering skill of the research
and development wing of TVS, making it the first two-wheeler company to make multiple
rollouts in a single day.
He said the production of all newly launched vehicles will start in October and they will hit
the road by November.

"Each new rollout signals avowed intent on the part of TVS to regain market share and
momentum within the industry. The new offerings are targeted at different segments of the
two-and three-wheeler customers with emphasis on superior technology, styling and engine
capabilities," said Srinivasan.

In its bid to make more environment-friendly vehicle, TVS also announced the launch of its
new CCVTi (controlled combustion variable timing intelligent) engine, which will be
integrated in the newly launched 125cc FLAME.

"The CCVTi engine not only reduces the carbon dioxide but also cuts down carbon monoxide
production by 70 per cent. The Indian auto industry has to make its best effort to make a
green revolution," said Srinivasan.

TVS starCity (110cc)

The new StaR City comes in a 110 cc platform while the Apache RTR is mated with
electronic fuel injection and has a greener technology.

Out the seven models launched, three were versions of a three-wheeler passenger vehicle - in
petrol, CNG and liquefied petroleum gas (LPG) variants.

"The CNG is just an alternate source of fuel for us. And it can be on any platform - maybe a
motorcycle or a scooter. But it will be a motorcycle," said Srinivasan.
The other four launches were a completely new 125 cc motorcycle FLAME, an all new 110
cc StaR City, an Apache variant with fuel injection technology and the electric variant of
Scooty.

TVS scooty Teenz Electric

"The auto industry has to make its best effort to make a green revolution by developing the
technology of the future," said Srinivasan.

The TVS chief added the company has plans for a "hybrid vehicle" but it would take a long
time as the cost is significantly high and the market is niche.

4.Customer Satisfaction And Quality

The continued improvement in quality of its products has resulted in the company winning
several quality awards as well as bringing in more value for its customers. Last year, TVS
Apache, which was awarded 'Bike of the Year 2006'by several leading auto magazines, was
chosen as the number 1 motorcycle brand in its class, in an all India customer satisfaction
survey conducted by TNS Automotive. Recently, TVS Apache won the 'NDTV Car & Bike –
AAA viewers choice Bike of the Year 2007' award, thus reinforcing customer's preference.
During the year, the company offered a unique 5–year warranty scheme for its discerning
TVS StaR customers.
5.Research And Development

Several Advanced Engineering and technological researches are constantly undertaken by the
company to ensure world-class products are offered to its customers. TVS Motor works
closely with global Design and Research houses to give the Indian Consumer the very best in
terms of technology, style and fuel efficiency. The company has applied for over 150 patents
and its R&D team has published 33 technical papers in national and international conferences

6.Increasing Nationwide Network And Reach

TVS Motor Company is aggressively increasing its national reach of its sales and service
footprint through increased national network for customer access. Currently the products of
the company can be purchased and serviced from over3000 points.

7.Creating goodwill in the market- Serving the society

This extended arm of the company believes in social responsibility and has involved itself in
several community development initiatives that have significantly improved the standard of
living of the people in 51 adopted villages across the country.

Economic development
The program enables people below the poverty line in these adopted villages to earn their
livelihood by involving them in activities that generate income..

Health
Health is one of the main focus areas of the Srinivasan Services Trust. Dental care camps;
eye camps, health check-up and nutrition programs are conducted. The initiative also focuses
on primary health, maternal health, child-care and leprosy eradication.

Infrastructure Development
The company is actively involved in the community development of the villages by providing
infrastructure facilities such as housing, sanitation, roads, drains, bus shelters, medical centre
and natural resources management.

Rebuilding Quake Hit Villages

Supported by Rural Agro Research & Development Society and Kutch Nav Nirman
Abhiyan, the Company has rebuilt “Goyersama” a village in the District of Gujarat, which
was hit by an earthquake of unprecedented scale and magnitude on 26th January 2001.

Education and Literacy

In addition to providing infrastructure facilities like new buildings for school, the Company
helps establish computer education programs for school children. The Srinivasan Services
Trust has successfully achieved 98% primary school enrollment in the adopted villages
8.Changing Technology when needed

After the controversial legal duel with Bajaj Auto on ignition technology, the Chennai-based
two-wheeler manufacturer TVS Motors, launched its 125cc motorcycle 'Flame' with a new
and modified engine. The company incorporated a single-spark ignition engine based on
controlled combustion variable timing intelligent (CC-VTi) technology.

The engine has been developed and patented by Austria-based AVL and has been licensed to
TVS in India. AVL is the world leader in internal combustion engine technology and
develops power train systems. It is a leading provider of technology to the global engine and
automotive industry.

The 125cc segment has blurred the line between the 100cc and 125cc segments and it has
been reckoned as the new entry level of the bike riders, considering the element of youth and
style attached to it. TVS Motors, considering this approach and segment and its increasing
wide acceptance, has pitched ‘Flame’ against the current rage, ‘Bajaj Exceed’.

It is the combination of two factors, which would determine the acceptance of Flame. First, it
is the time and then there are the features. ‘Flame’ comes with the already accepted single-
spark ignition. It's launch was to coincide with the ‘Exceed’. However, due to a legal duel
with Bajaj Auto, its launch was delayed. And in this span, the Exceed has been branded and
promoted as a motorcycle having premium features (mileage-108km and disc breaks). Hence,
a lot would depend on the company’s branding strategy and Flame’s fight with the features
present in the Exceed (almost of a 150cc bike).TVS Motors’s OPM has been hovering around
4-5%.

Due to a slump in the sector, its sales have been dipping, bringing about a sharp decline in its
NPM which decreased in September 2007 from 1.41%, to 0.65 % in the December 2007
quarter. TVS posted a net profit of Rs 5.83 crore for the quarter-ended December 31, 2007 as
compared to Rs 11.46 crore in the quarter-ended December 31, 2006.

9. Launch goods carrier, gearless scooter

(IANS) City-based TVS Motor Company Ltd will soon get into commercial vehicle
segment, said a top official here Sunday. Talking to reporters after launching TVS King
200cc three-wheeler, company chairman Venu Srinivasan said: “Next year we will launch a
sub-one-tonne goods carrier. A diesel-powered three-wheeler will also be launched.”

He also said the company would launch a gearless scooter, a segment that is logging growth
even when the motorcycles are registering slide in sales.
“We are targeting 30 percent market share in eighteen months time. The market size is
around 1.8 million units per year,” said H.S. Goindi, senior vice-president, international
business and three-wheelers, TVS Motors.

According to Srinivasan, the three-wheeler is expected to beef up the top line by Rs.2 billion
in the coming year, selling around 30,000 units.
Apart from the domestic market, TVS Motor will also export its TVS King to countries like
Sri Lanka, Bangladesh, Latin America, Nigeria and others.

“The impact on the bottom line is difficult to quantify now,” Srinivasan added.

The Deming medal-winning company, which has a turnover of Rs.39.28 billion ($969
million), has invested around Rs.1.2 billion in developing its two-stroke three-wheeler in
three versions - petrol, LPG and CNG.

“There is lot of commonality of components between our three-wheeler and two-wheeler

engines. There will be around five-seven percent cost savings due to common parts,”
Srinivasan said.

As the sales of three-wheeler is largely dependent on the state government policy of issuing
passenger carrying vehicle permits, Giondi said the company would work with various state
governments to clear any misconceptions about this vehicle segment.

TVS Motor is also wooing the auto rickshaw driver community with slew of incentives.

The company is offering a free personal accident-cum-health insurance for the owner and his
family (self, wife and three children) by paying the first year premium of Rs.264.

The personal accident insurance cover will be for Rs.100,000 and the health insurance cover
will be for Rs.30,000.

Asked about using 200cc engine in TVS King while many others make similar vehicle with
150cc engines, Goindi said: “The cities are becoming bigger and there are more flyovers. It is
time that three-wheelers are powered by high power engines.”
The on-road price of TVS King ranges between Rs.90,000-Rs.130,000 depending on the
variant.

Asked about the possible impact the small cars could make on the three-wheeler sales,
Srinivasan said: “We don’t foresee any impact on three-wheeler sales owing to the entry of
Tata Nano or other cars.”

Earlier, Tamil Nadu’s Local Administration Minister M.K. Stalin launched TVS King by
handing over the keys to two buyers.

Appreciating TVS Motor for its impressive growth from a Rs.1 billion turnover company in
nineties to its current position, Stalin said the state was progressing well in its
industrialisation.
10.Taking women on a ride

THE automobile industry is in a sudden rush to cater to the transportation needs of the fairer
sex. Vying with one another, the current bunch of scooterette manufacturers and potential
players are trying to roll out products for women across age groups as their central focus.

The special requirements of two-wheeler riding women; the features that will help ease their
riding experience; and accessories that can be showcased as unique selling propositions are
now driving innovation in designing scooterettes for this burgeoning class of riders.

Women were always in the radar for manufacturers of these two wheelers, but only they were
not projected as the primary focus. This was the case with the marketing strategies that Bajaj
and Kinetic had adopted for the earlier versions of the Safire and the Zing respectively.

The primary targets for these two-wheelers were college-going students, middle-income
households and men and women alike. Now, with the category showing signs of growing
faster than the other two-wheeler segments and with the growth coming from the surge in
purchases by women, manufacturers such as Bajaj, TVS Motor and Kinetic are keen on
rolling out the red carpet to woo the divas.

And, so, after revamping its scooterette, Bajaj has now relaunched the Safire as the new
Wave and also come out with the new `when-you-are-happy-and-you-know-it' advertising
campaign to attract women buyers. The new Wave is easier to ride, more powerful and, yet,
more fuel-efficient and has attributes that are women-friendly.

This partly redesigned scooterette that is also more trendy and good looking irons out some
of the nit-picky engine and transmission problems that had bugged the erstwhile Safire.
Not to be left behind, both Kinetic and TVS have now launched new, snazzier variants of
their scooterettes and will try to hit back at Bajaj's attempt at a comeback into the premium
scooterette segment.

Small Kinetic
Of the two, though, Kinetic's Kine (a.k.a. Zing 80) only features cosmetic enhancements that
give the scooterette new looks and a marginally better finish than the Zing 80, on which it is
based. It continues to feature the same 71.5cc, two-stroke engine that puts out a maximum
power of 4.2 bhp and a peak torque of 5.7 Nm. The kerb weight of the Kine is a feather-light
82 kg and fuel tank capacity is four litres.

The additions and special features in the Kine is the new three-tone colour that gives the
scooterette sportier looks and further highlights its design lines, the cola-can holder in the
front, mobile charging point in the under-seat storage area, puncture-resistant tyres and the
new headlamp. Some of these, such as the mobile charging point and can-holder, were also
available in the Zing and these have been retained based on customer feedback, according to
Kinetic.

Kinetic has also used feedback from customers to come up with the new name — `Kine'. The
idea behind the new name being that for many years the good old Kinetic was being referred
to (by users themselves) as `Kine' — a nickname that the vehicle acquired on its own.

Kinetic's research is also said to have shown that `Kine' as a word in itself has many
characterstics of a popular brand, including instant recall and identification. As this
scooterette is a smaller, lighter package with a lower price tag, Kinetic has decided to make it
into a full-fledged brand of its own.

Peppy plus

Unlike the Kine, which features cosmetic changes, the new TVS Scooty Pep+'s alterations
run deeper. For one, the new Pep+ sports a brand new, more powerful 90cc four-stroke
engine that delivers a peak power of 5 bhp and a peak torque of 5.8 Nm.

The engine feels refined and is said to be peppier compared to its 75-cc predecessor, which
will continue to be available in the Scooty Pep.
Dual tone colours and new racy graphics adorn the new Scooty Pep+'s body panels; a new
stylish dash with an easy-reading speedometer cluster and a fresh new range of body colours
has been added. The new Scooty Pep+ also gets a few neat touches that should make it more
likeable for women riders.

The LED lighting in the under-seat storage area, the cell-phone charger below the dashboard,
the flourescent ignition key slot for better visibility at night and the innovative, patented
centre-stand design with extra leverage that makes parking the scooterette a breeze, will all
be features that will not only be appreciated by women of all age groups, but also by the men
folk, who will invariably also be the users of this scooterette.

The Bajaj Wave's advertising overtly focuses on women riders, but its other communication
material and the scooterette's actual attributes do not reflect that specific focus.

Unlike the Bajaj, the TVS Scooty Pep and new Pep+ clearly focus only on the growing
population of women two-wheeler users, though market research has showed that about 35
per cent of the current users are men.
The Scooty Pep's brand ambassador is Preity Zinta and the new ad campaign for the Pep+
will attempt to focus on the improved power and playfulness of the new version. Kinetic,
meanwhile, will continue to position the Kine (like it did for the Zing) as a practical, fuel-
efficient and attractive two-wheeler for the college-going public.

The new TVS Scooty Pep+ has been priced at about Rs 33,000, ex-showroom in Chennai.
The new Kine, on the contrary, will be available for about Rs 5,000 lesser, but will not be
able to offer similar build and finish quality and as many features as the TVS Scooty Pep+.
Fuel efficiency numbers, however, are unlikely to be much different between the two at about
50 kmpl (in city conditions), despite the Kine's two-stroke engine.
 CHAPTER-6

RESEARCH METHEDOLOGY

Definition:

REDMAN and MORY define research as “a systematical effort to gain new

knowledge”.

Meaning of Research:

Research is common parlance refers to a search for knowledge. Once can also define
research as a scientific and systematic search for pertinent information on a specific topic. In
fact research is an art of science investigation.

Research Design:

The research design is the determination and statement of general research approach of
strategy adopted for the particular product. It is the heart of the planning which the design
adheres to the research objected which will ensure that the needs will be served.

Area of the Study:

The area of the study is TVS two wheeler vehicles users in SIWAN.

Methods of Data Collection:

A questionnaire is used as data collection tool where the researcher interviews the
respondents.

Primary Data:

The primary data has been collected by conducting direct interview using structured
questionnaire.

Secondary Data:

The secondary data are collected from books, journals, company records and internet.
Analysis.

Analysis is done on the basis of sample Percentage analysis.

Sampling Technique:
 There are two sampling techniques. They are probability sampling and non probability
sampling. In this study the research had adopted convenient sampling.

Sampling Size

Sampling size taken from the study is 100 respondents.

Statistical Tools Used

Simple Percentage Analysis

The Percentage method is used for comparing certain feature. The collected data represented
in the form of tables and graphs in order to give effective visualization of comparison made.
Actual population
X
Simple Percentage = x 100
Sample size
 CHAPTER – 7
ANALYSIS & INTERPRETATION

Table no -3. 1

Table showing the age group of the respondents

Age No. of respondents Percentage

20-30 45 45

30-40 28 28

40-50 18 18

50-60 09 09

Total 100 100

Interpretation:

The above table and chart shows the age group of respondents that 45% of the respondents

are between the age group of 20-30, 28% are 30-40, 18% are 40-50 and the remaining 9% are

in the age group 50-60.

CHART NO -3.1
Chart showing the age group of the respondents

No. of respondents

20-30
30-40
40-50
50-60
Table no -3. 2

Table showing the occupation of the respondents

Occupation No. of respondents Percentage

Private employee 40 40

Government employee 15 15

Business man 20 20

Students 18 18

Others 07 07

Total 100 100

Interpretation

From the above table it can be analyzed that above 40% of the respondents are

occupied in private employment, 20% are business people, 18% are students, 15% are

government employees and the remaining 7% are from other category.

Chart No -3. 2.

Chart showing the occupation of the respondents

No. of respondents

Private employee

Government
employee

Business man

Students

Others
Table no -3. 3

Table showing the number of family members

Family members No. of respondents Percentage

1-2 15 15

2-4 48 48

4-6 25 25

6 and above 12 12

Total 100 100

Interpretation

The above table shows that 48% of the respondents lies under 2-4 family members

category, 25% are in 4-6 category, 15% are in 1-2 category and the remaining 12% lies in

6and above category.

Chart no-3 3

Chart showing the number of family members

No. of respondents

02-Jan
04-Feb
06-Apr
6 and above
Table No -3. 4

Table showing the monthly income of the respondents.

Income No. of respondents Percentage

4000-6000 46 46

6001-8000 28 28

8001-10000 15 15

10000 above 11 11

Total 100 100

Interpretation

The above table shows that 46% of the respondents have a monthly income 4000-

6000, 28 % are in 6001-8000, 15% are in 8001-10000 and the remaining 11% are earning

above 10000.
Chart No –3. 4

Chart showing the monthly income of the respondents

No. of respondents

4000-6000
6001-8000
8001-10000
10000 above
Table No -3. 5

Table showing the most preferred model in TVS by the respondents

Particulars No. of respondents Percentage

TVS apache 41 41

TVS victor 26 26

TVS star city 21 21

TVS MAX R100 12 12

Total 100 100

Interpretation

The above table shows that 41% of the respondents prefer TVS apache, 26% prefer

TVS Victor, 21% prefer Star City and the remaining 12% prefer TVS MAXR 100.
Chart No –3. 5

Chart showing the most preferred model in TVS by the respondents

No. of respondents

TVS apache
TVS victor
TVS star city
TVS MAX R100
Table No -3.6

Table showing the mode of purchase by the respondents

Particulars No. of respondents Percentage

Loan 58 58

Cash 24 24

Credit 13 13

Mortgage 5 5

Total 100 100

Interpretation

The above table shows that 58% of the respondents have resorted to loan, 24% have

paid cash, 13% have purchased in credit, and 5% have done it with mortgage.
Chart No –3. 6

Chart showing mode of purchase by the respondents.

No. of respondents

Loan
Cash
Credit
Mortgage
Table no -3. 7

Table showing the mileage performance of the vehicle used by the respondents.

Particulars No. of respondents Percentage

30-40 18 18

40-50 27 27

50-60 40 40

60 and above 15 15

Total 100 100

Interpretation

The above table shows about 40%of the respondents are getting a mileage in the range

50-60 kilometers, 27% are getting 40-50 kms, 18% are getting 30-40 kms and 15% above 60

kms.

Chart No –3.7
Chart showing the mileage performance of the vehicle used by the respondents

No. of respondents

30-40
40-50
50-60
60 and above
Table No -3. 8

Table showing. the type of media preferred by the respondents

Particular No of respondents Percentage

Television 46 46

Newspaper 28 28

Magazine 15 15

Banners 11 11

Total 100 100

Interpretation

The above table shows about 46% of the respondents have come to know TVS

vehicles through advertisement on Television, 28% through Newspaper, 15% through

Magazine and 11% through banners.

Chart No –3. 8

Chart showing the type of media preferred by the respondents

No of respondents

Television
Newspaper
Magazine
Banners
Table No -3. 9

Table showing the maintenance cost by the respondents per month.

Particulars No. of respondents Percentage

400 63 63

500 22 22

700 09 09

1000 and above 06 06

Total 100 100

Interpretation

The above table indicated that about 63% of the respondents are incurring maintenance cost

of Rs. 400, 22% incurring Rs.500, 9% incurring Rs.700 and only 6% incurring more that

Rs.1000.
 Chart No –3. 9

Chart showing the maintenance cost by the respondents per month

No. of respondents

400
500
700
1000 and above
Table No -3. 10

Table showing the purpose of the vehicle used by the respondents.

Particulars No. of respondents Percentage

Official 45 45

Personal 55 55

Total 100 100

Interpretation

The above table shows that 55% of the respondents are using the vehicle for personnel

use and the rest 45% are for official use.

 Chart No –3.10

Chart showing the purpose of the vehicle used by the respondents

No. of respondents

Official
Personal
Table No -3. 11

Table showing the usage of the vehicle by the respondents in years.

Particulars No. of respondents Percentage

0-1 years 13 13

1-2 years 20 20

2-3 years 28 28

3 years & above 39 39

Total 100 100

Interpretation

The above table shows that 39% of the respondents are using the vehicle for 3 years

and above, 28% are in the category of 2-3 years, 20% are in 1-2 years and the remaining 13%

are below one year.

Chart No –3. 11

Chart showing the usage of the vehicle by the respondents in years.

No. of respondents

0-1 years
1-2 years
2-3 years
3 years & above
Table No -3. 12

Table showing the gear opinion of the respondents.

Particulars No. of respondents Percentage

Excellent 22 22

Good 54 54

Modification 18 18

Poor 06 06

Total 100 100

Interpretation

The above table shows that 54% of the respondents opinion about the gear system is

good, 22% responded to be excellent, 18% were in need of modification and the remaining

6% reported to be poor.
Chart No -3.12

Chart showing gear opinion of the respondents

No. of respondents

Excellent
Good
Modification
Poor
Table No 3. 13

Table showing the reason for purchase of the model

Particulars No. of respondents Percentage

Comfort 45 45

Style 23 23

Mileage 29 29

Advertisement 03 03

Total 100 100

Interpretation

The above table shows that 45% of the respondents feel that comport is the reason for

purchase of the selected model, 29% prefer to its mileage, 23% to its style and 3% just by the

advertisement.
Chart No -3.13

Chart showing the reason for purchase of the model

No. of respondents

Comfort
Style
Mileage
Advertisement
Table No -3. 14

Table showing the cost of vehicle

Particulars No. of respondents Percentage

High 29 29

Moderate 50 50

Low 21 21

Total 100 100

Interpretation

The above table indicates that 50% of the respondents feel that the cost of vehicle is

moderate, 29% feel it is high and 21% feel it is low.

Chart No -3.14

Chart showing cost of the vehicle

No. of respondents

High
Moderate
Low
Table No -3. 15

Table showing the warranty period

Particulars No. of respondents Percentage

Yes 87 87

No 13 13

Total 100 100

Interpretation

The above table we can inter that about 87% of the respondents are feeling that the

warranty period is helpful and the remaining few i.e 13% say it is not useful.

Chart No -3. 15
Chart showing the warranty period

No. of respondents

Yes
No
Table No -3. 16

Table showing the use of vehicle for hours per day

Particulars No. of respondents Percentage

0-1 hour 09 09

1-2 hour 21 21

2-3 hour 43 43

more than 3 hours 27 27

Total 100 100

Interpretation

The above table shows that 43% of the respondents are using the vehicle for 2-3 hours

per day, 27% use more than three hours, 21% use 1-2 hours and 9% use below one hour .
Chart No –3. 16

Chart showing the use of vehicle for how many hours per day

No. of respondents

0-1 hour
1-2 hour
2-3 hour
more than 3 hours
Table No -3. 17

Table showing the spare parts availability with the local dealers

Particulars No. of respondents Percentage

Satisfied 80 80

Dissatisfied 20 20

Total 100 100

Interpretation

The above the table shows that 80% of the respondents are satisfied with the spare

parts availability with the local dealers and 20% are not satisfied with the same.
Chart No -3.17

Chart showing the spare parts availability with the local dealers

No. of respondents

Satisfied
Dissatisfied
Table No -3. 18

Table showing the level of satisfaction of the respondent with sales and service

Particulars No. of respondents Percentage

Highly satisfied 58 58

Satisfied 30 30

Dis-satisfied 07 07

Highly dis-satisfied 05 05

Total 100 100

Interpretation

The above table shows that 58% of the respondents are highly satisfied with the sales

and service, 30% are satisfied, 7% are dissatisfied and 5% are highly dissatisfied.

Chart No -3.18
Chart showing the level of satisfaction of the respondent with after sales and service.

No. of respondents

Highly satisfied
Satisfied
Dis-satisfied
Highly dis-satisfied
Table No -3. 19

Table showing the problem faced by the respondents.

Particulars No. of respondents Percentage

Starting trouble 20 20

Pick up 52 52

Mileage problem 28 28

Battery problem 0 0

Total 100 100

Interpretation

The above table shows that 52% respondents faced pick up problem, 28% face

Mileage problem and 20% face starting trouble where none faced battery problem.

Chart No -3. 19
Chart showing the problem faced by the respondents

No. of respondents

Starting trouble
Pick up
Mileage problem
Battery problem
Table No -3. 20

Table showing the respondents opinion about long riding of the vehicle

Particulars No. of respondents Percentage

Wonderful 13 13

Excellent 21 21

Good 51 51

Poor 15 15

Total 100 100

Interpretation

The above table shows that 51 % report good, 21% report excellent, 15 percentage

report poor and the remaining 13% report Wonderful.

Chart No –3. 20
Chart showing the respondents opinion about the long riding of this vehicle

No. of respondents

Wonderful
Excellent
Good
Poor
Table No -3. 21

Table showing the respondents plan for changing their vehicles

Particulars No. of respondents Percentage

Yes 28 28

No 72 72

Total 100 100

Interpretation

The above table shows that 72 % of the respondents have no idea to change the

vehicle and the remaining 28% say yes.

Chart No –3. 21
Chart showing the respondents plan for changing their vehicles

No. of respondents

Yes
No
Table No -3. 22

Table showing the respondents alternative preference

Particulars No. of respondents Percentage

Honda 10 10

Hero Honda 46 46

Bajaj 30 30

Yamaha 14 14

Total 100 100

Interpretation

The above table shows that 46 % of the respondent’s alternative preference of the

vehicle is Hero Honda, 30% to Bajaj, 14% to Yamaha and the rest 10% to Honda .

Chart No-3.22
Chart showing the respondents alternative preference

No. of respondents

Honda
Hero Honda
Bajaj
Yamaha
Table No -3. 23

Table showing the overall performance of the vehicle used by the respondents

Particulars No. of respondents Percentage

Highly satisfied 46 46

Satisfied 24 24

Moderate 20 20

Dissatisfied 10 10

Total 100 100

Interpretation

The above table shows that 46% of the respondents feel that they are highly satisfied

with the overall performance, 24% are satisfied, 20% are Moderately satisfied and 10% are

not satified.
Chart No -3.23

Chart showing the overall performance of the vehicle used by the respondents

No. of respondents

Highly satisfied
Satisfied
Moderate
Dissatisfied