SUMMER TRAINING REPORT

On
“SALES AND MARKETING OF TVS
MOTORS”

Submitted in partial fulfillment for the award

of degree of
BACHELOR OF BUSINESS ADMINISTRATION
(B.B.A.)

Under The Guidance Of Submitted By

Mr. Syed Afzal Ahmad Mohd Asif
BBA III Year Vth Sem.
Enrollment No. 1700101483

Department of Commerce & Business Management

Faculty of Commerce & Management
INTEGRAL UNIVERSITY
DASAULI, KURSI ROAD, LUCKNOW
 Faculty of Commerce & Management
Integral University
Dasauli, Kursi Road Lucknow-26

CERTIFICATE

This is to certify that Mohd Asif a student of BBA 3rd Year / has completed
the dissertation project report on “SALES AND MARKETING OF TVS
MOTORS” under my guidance and supervision.

The dissertation work of the student is found to be satisfactory for submission

for the award of degree of Bachelor of Business Administration. I wish him/ her
all the best for his/her future endeavors.

Mr. Syed Afzal Ahmad

Faculty of Commerce and Management
Integral University, Lucknow.
 DECLARATION

This is to declare that I Mohd Asif of BBA have personally worked on the project entitled
“SALES AND MARKETING OF TVS MOTORS” obtained during genuine
work done and collected by me. The data obtained from other sources have been duly
acknowledged. The result embodied in this project has not been submitted to any other
University or Institute for the award of any degree.

Date: `
Place: Lucknow

Mohd Asif
BBA III Year Sem.
Enrollment No. 1700101483
 ACKNOWLEDGMENT

First of all I thank God for giving me this wonderful opportunity to undertake this research
which is a part of my BBA program.
I would like to sincerely thank Mr. Aviz Siddiqui for giving me the wonderful opportunity
to work under her able guidance and support throughout my research.
I also thank persons working at Amul office for giving me their valuable time and vital
information which forms a part of this report.
I would also like to thank my colleagues for rendering their help to me in this research.
Last but not the least, I thank my parents for their prayers, help and advice which helped me a
lot to complete this project report.
 TABLE OF CONTENT

1. Introduction

2. Company profile

3. Objectives

4. Research Methodology

5. Data Analysis & Interpretations

6. Findings

7. Suggestions/Recommendations

8. Conclusion

9. Appendix

10. Bibliography
 INTRODUCTION

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.

Page 1
 GROUP COMPANIES

With steady growth, expansion and diversification, today TVS commands a

strong presence in various fields-two-wheelers, automotive components,

automotive spares, computer peripherals and finance.

Lakshmi Auto Components Limited - Large OE supplier of two wheeler

gears and camshafts.

Lucas Indian Service Limited (www.lucasindia.com) - Company looks after

the distribution of auto electrical components all over India.

Axles India Limited - A joint venture with Eaton Limited, U.K. Manufactures

axle housings and drive heads for heavy and light commercial vehicles

Page 2
 COMPANY AT PRESENT & IN FUTURE

 Successfully launched the Victor and Fiero-F 2 models after parting ways

with Suzuki.

 Two wheeler markets show sign of revival after a lackluster first half.

 The company is suffering a decline in volumes due to poor response of its

two strokes Max motorcycles.

 Recently launched the TVS Centra and 125 cc TVS Victor GLX and four

stroke Max in the pipeline, which would be launched later this year.

 Plans major foray into three-wheeler and quadricycles market through

fresh investments of Rs 500 crore.

 Actively looking to set up manufacturing unit in Indonesia or Vietnam.

 Strong focus on R&D and product development.

Page 3
Apache the Savior

TVS launched Apache RTR 160 cc model in September 2008, with its ultra

modern technology for Indian bikes has proved to be a big success. The success

of TVS Apache is especially significant because it was developed with

indigenous technology.

Two stroke Max Range – On the way out

The company is currently looking forward to phase out its two stroke Max

range, which is perceived to be less fuel efficient with a new four stroke range.

The changeover is expected to take place by the end of June 2009.

Two new launches could out TVS on a high growth trajectory

TVS Centra

TVS Centra a new 100 cc model has recently been launched and the company

has set ambitions targets of achieving monthly sales in the range of 15000-

20000 bikes per month.

Also, a new upgraded 125 cc TVS Victor has been launched which will improve

the trajectory of the company.

Page 4
 Three wheeler project- entering a new market

TVS Motor has set the stage for entry into the three-wheeler markets with the

setting up of a new plant at Nanjangud, near Mysore in Karnataka. We

understand that the company would be targeting the sub-one ton passenger and

goods carriers segment of the market.

With an investment of about Rs 50 crore in phase-1, it will cater to both

passenger and cargo segments. The total investments for the three wheeler and

four-wheeler quardricycle project are expected to be in the range of Rs 500

crore in the next two-three years. It plans to go with petrol version of three

wheelers and expects higher demand to come from B class towns. The company

expects higher margin and low competition in three-wheeler business as

compared to its two-wheeler business. Three wheeler sales have grown at a

CAGR of 7% over the last 9 years to 2.26 lakh units FY 03, and are expected to

grow at the same rate for the next five years. TVS is expected to roll out its first

three-wheeler by the end of FY05 to garner a 30% market share with around

100,000 unit sales by the end of FY08.

Three-wheeler market scenario

These are two main segments in the Indian passenger three -wheeler markets

are:

Number of seats, including driver, not exceeding 4 and maximum mass not

exceeding 1 tonne.

Page 5
Number of seats including driver excluding 4 but not exceeding 7 max mass not

exceeding 1.5 tonnes.

The three-wheeler goods carrier segments are:

Maximum mass not exceeding 1 tonne

Others.

Around 95% of the three-wheeler sold in India belongs to the smaller vehicles

category in which Bajaj Auto is the major player and has around 90% market

share. The other players in the segment are Atul Auto and Piaggio group, Italy.

Similarly, in the three-wheeler segment, domestic sales of the goods carrying

variety grew a whopping 46.95%. This growth in 2002-03 could have possibly

come from two factors.

1) The increasing number of cities whose corporations have legislated that

larger goods carrier, like trucks be kept out for logistics purpose.

2) The increase in the number of offerings in this category, especially from

companies such as Mahindra & Mahindra and Piaggio vehicles pvt. Ltd.

Quardricycle-A new introduction in the Indian market

There is a new challenger emerging in the Quardricycle segment. These new

vehicles could impact on the entry level sales. These new vehicle could impact

on the entry level sales. Quardricycles are three wheelers converted into four

wheelers by using, a column axle. All the major three-wheeler units have

prepared Quardricycles prototypes.

Page 6
 Merger of engine components Division of Lakshmi Auto components with

TVS Motor:

TVS motor would merge engine component division of Lakshmi Auto

Component Ltd. (LAC) and investments and other assets with itself and the

dwap ratio has been fixed at once phase of TVS motor for every seven share

held as consideration for the merger. Presently TVS motor holds 66.5% of

equity capital of LAC, which would be cancelled. Around 66% of LAC’s sales

come from the engine components division, mode of which is currently being

sold to TVS motor. LAC’s total net sales in HI FY 04 were Rs. 69 crore and

made a net profit of Rs. 10.5 crore..

The Plastics and Rubber components division of LAC will be transferred to the

wholly owned subsidiary company, Sundaram Auto Components Ltd. The total

consideration on slump – sale based is Rs. 12.25 crore.

Strong focus on R&D

The company has put in place a strong R & D team consisting 400 engineers &

is spending about 3% of its turnover on R & D every year and has in the

process setup a strong world class facility for product design and development.

During 2002-03, the company applied for 16 patents & published five technical

research papers in international conference. Modified research projects are

Page 7
carried in association with leading international research labs and Indian

institutes. R & D as percentage of sales in expected to increase from 1.5% in FY

o2 to 3.2% in FY 04.

Valuation

The company’s valuations are dependent on five events:

 Current four businesses grow at the normal industry growth rates.

 New product launches achieve their targets and are well accepted by the

market.

 Three wheeler foray achieve targeted volume in the desired rates of return on

capital employed.

 Quadricycle foray achieve the desired rate of return on the capital employed.

 Overall investment returns

Page 8
 TVS MOTOR COMPANY

TVS Motor Company Limited, part of the TVS Group, is one of India's leading

two-wheeler manufacturers. With a turnover of over Rs.2700 crores, the

Company manufactures a wide range of motorcycles, scooters, mopeds and

scooterettes. Little wonder, it boasts of more than 7 million happy customers.

The chapter called two wheelers in India begins…..

The year was 1980. And it is a year to remember for the Indian two-wheeler

industry. For it was this year that saw India's first two-seater moped, TVS 50,

rolling out on the Indian roads. For some it was freedom to move. For some,

shorter distances to span. For the Indian Automobile sector, a breakthrough to

be etched in history.

With the joint venture with Suzuki Motor Corporation in 1983, TVS-Suzuki

became the first Indian company to introduce 100 cc Indo-Japanese motorcycles

in September 1984. Through an amicable agreement the two companies parted

ways in September 2001.

Page 9
 Unmatched Performance

Today TVS Motor Company has the largest market share in the moped category

with a whopping 65.3% and is also the undisputed leader in the scooterette

segment with 34.3% share. It also holds 18.3% market share in motorcycles.

Graph

Wide Network

With a strong sales and service network of 500 Authorized Dealerships, 1018

Authorized Service Centres and over 864 Certified Service Points, TVS is

growing from strength to strength.

World Class Facilities

The company manufactures its motorcycles, scooterettes and mopeds at its

state-of-the-art factories in Mysore and Hosur.

Product Range

TVS offers a wide range of two-wheelers

- Motorcycles - TVS Centra / TVS Victor / TVS Fiero F2/ TVS Max 100/ TVS

Max 100 R

- Scooterettes - TVS Scooty Pep/ TVS Scooty 2S

- Mopeds - TVS XL Super/ TVS XL Super HD

Page 10
 VISION

TVS Motor - Driven by the customer

TVS Motor will be responsive to consumer requirements consonant with its

core competence and profitability. TVS Motor will provide total consumer

satisfaction by giving the consumer the right product, at the right price, at the

right time.

TVS Motor - The Industry Leader

TVS Motor will be one among the top two two-wheeler manufacturers in India

and one among the top five two-wheeler manufacturers in Asia.

TVS Motor - Global overview

TVS Motor will have profitable operations overseas especially in Asian

markets, capitalizing on the expertise developed in the areas of manufacturing,

technology and marketing. The thrust will be to achieve a significant share for

international business in the total turnover.

TVS Motor - At the cutting edge

Page 11
TVS Motor will hone and sustain its cutting edge of technology by constant

benchmarking against international leaders.

TVS Motor - Committed to Total Quality

TVS Motor is committed to achieving a self-reviewing organization in

perpetuity by adopting TQM as a way of life. TVS Motor believes in the

importance of the process. People and projects will be evaluated both by their

end results and the process adopted.

TVS Motor - The Human Factor

TVS Motor believes that people make an organization and that its well-being is

dependent on the commitment and growth of its people. There will be a

sustained effort through systematic training and planning career growth to

develop employees' talents and enhance job satisfaction. TVS Motor will create

an enabling ambience where the maximum self-actualization of every employee

is achieved. TVS Motor will support and encourage the process of self-renewal

in all its employees and nurture their sense of self worth.

TVS Motor - Responsible Corporate Citizen

TVS Motor firmly believes in the integration of Safety, Health and

Environmental aspects with all business activities and ensures protection of

employees and environment including development of surrounding

Page 12
communities. TVS Motor strives for long-term relationships of mutual trust and

inter- dependence with its customers, employees, dealers and suppliers.

MILESTONES

Launched Centra in January 2004, a TECHNOLOGY Uncompromising

Quality,

TECHNOLOGY

TVS Motor Company's R&D division has an imposing pool of talent and one of

the most contemporary labs, capable of developing innovative designs.

Committed to achieving total consumer satisfaction through Total Quality

Control (TQC), the Company continuously strives to give the customer, the best

value for money.

ECO-FRIENDLY

TVS is committed to protecting the environment. The company's manufacturing

facilities at Mysore & Hosur have state-of-the-art facilities & air pollution

control measures. Even the suppliers are encouraged to ensure that their

products meet eco-friendly norms.

Page 13
 ALWAYS FIRST

- Launched TVS 50, India's first 2-seater, 50cc moped in Aug 1980.

- First Indian Company to introduce 100cc Indo-Japanese motorcycles in Sept

1984.

Launched India's first indigenous Scooterette, TVS Scooty in June 1994.

- Introduced India's first catalytic converter enabled motorcycle, the 110cc

Shogun in Dec 1996.

- Launched India's first 5-speed motorcycle, the Shaolin in Oct 1997.

- Launched India's first high performance moped - the XL Super, with a 70 cc

engine in Nov 1997.

- Launched Victor in August 2001, a world-class 4-stroke 110 cc motorcycle.

World-class 4-stroke 100 cc motorcycle with VT-i Engines for best-in-class

mileage.

Page 14
 AWARDS DEMING AWARD

TVS Motor is the third Indian company to win the Deming Prize. Only two

other TVS companies have managed this before.

It's been a long time since the Union of Japanese Scientists and Engineers

instituted the Deming Prize. But very, very few organizations outside Japan

have had the honor of receiving it. In fact, the TVS Motor Company is the

world's first motorcycle company to be awarded the prize.

As for the TVS Group, it's a third. Sundaram-Clayton Ltd. (Brakes Division)

and Sundaram Brake Linings Ltd. have already won it. The Deming Prize is

the ultimate confirmation of our commitment to quality control. A confirmation

known to every TVS rider across the country.

TVS Motor Company unveils TVS Centra with 'VT-i Engines'

Creates History in the Technology Frontier of the

Automobile Industry in India TVS Centra crosses an astounding 20,000 sales

mark in 40 days

Page 15
Hosur, March 6, 2004: TVS Motor Company today announced that the sales of

TVS Centra, powered by the indigenously developed Variable Timing

Intelligent (VT-i) engine technology crossed 20,000 units in just 40 days since

its launch in mid January 2004, the best ever clocked by any new product from

the TVS Motor Company stable. This achievement is expected to spiral the

overall growth of TVS Motorcycles sales in the coming months.

The impressive sales figures reflect the customer's faith in the technological

capability of TVS Motor Company to fully live up to its promise of delivering a

world-class product at an affordable price. Due to excellent consumer feedback

across the country, TVS dealers are being pressurized with enquiries on the new

100 CC 4 Stroke Centra and its revolutionary VT-i engine technology. Having

caught the public's imagination, TVS Centra has fully lived up to its promise of

a 'Fill it Once a Month Bike' where a full tank of petrol lasts for a month based

on the average use of motorcycle customers.

A panel of leading auto experts in India, after having tested TVS Centra, have

endorsed the fact that it was the 'best in its class' and also commended TVS

Motor Company on its technology prowess and innovation.

TVS Centra is powered by VT-i engines which are designed to deliver superb

performance on fuel efficiency and torque delivery based on three fundamental

actions namely variable ignition timing and superior combustion of fuel, friction

reduction and fuel wastage reduction.

Page 16
Added to its technological edge are features that include attractive price, fuel

efficiency, low maintenance, contemporary style, ride comfort and backed by

TVS Motor Company's reliability, making it truly the preferred two-wheeler in

its class.

Chennai, January 5, 2004: India's leading two wheeler major, TVS Motor

Company's commitment to produce the best technology in its products for its

customers has led to the launch of TVS Centra with Variable Timing intelligent

engines

(VT-i), a 100 CC 4 Stroke motorcycle targeted at the Popular Segment.

This revolutionary new VT-i engine technology, developed indigenously by

TVS Motor Company, inbuilt into TVS Centra will make it the most fuel-

efficient motorcycle in the Country. It will be rightfully called as the 'Fill it

Once a Month Bike' where a full tank of petrol will last for a month based on

the average use of motorcycle customers.

The VT-i Engines by TVS Motor Company will go down in the history of the

Automobile Industry in India as one of the most innovative technology

developed indigenously. The VT-i engines are designed to deliver superb

performance on fuel efficiency and torque delivery based on three fundamental

actions namely variable ignition timing and superior combustion of fuel, friction

Page 17
reduction and fuel wastage reduction. This action facilitates deceleration fuel

cut off, faster warm up of the Engine and has four curve ignition mapping

Like all TVS Motor Company products, TVS Centra too has been engineered

and designed keeping in mind extensive consumer feedback and changing

consumer needs. TVS Centra will be the first motorcycle in India that will

bundle price, mileage, maintenance, style, reliability, power, ruggedness and

ride comfort making it truly a value for money personal transportation two-

wheeler. Those who want all these performance attributes in a commuter

motorcycle at a great price; nothing will beat the TVS Centra for all the

advantages it offers.

TVS Centra is built around to give a mileage that will offer atleast 10 per cent

more than any other motorcycle in the country, today. It will be powered by 7.5

Brake Horse Power (Bhp) at 7250 RPM making it the most powerful

motorcycle in its class. TVS Centra will also be known for its nimble handling

and riding comfort enabling easy maneuvering even in busy city traffic. Its

contemporary style with big muscular tank and well-rounded looks with a

horizontal engine and superior ergonomics will mark a new standard in the

popular segment of two wheelers. It will come with Econometer to keep a check

on the mileage / power ratio, wide and skid free seat and Utility space.

Page 18
TVS Motor Company posts 117,101 two wheeler sales in October

2008; Exports up by 30%

Hosur November 1, 2008 : TVS Motor Company has registered total two

wheeler sales of 117,101 units in October 2008 against 129,614 units in the

corresponding period of the previous year.

This year, both the important festivals of Dussera and Deepavali were

celebrated in October and consequently, placement of stocks with the dealers

for the festival season was effected in September. Restricted availability of

retail finance, high liquidity and general inflationary trends witnessed by the

market also affected sales. However, the cumulative sales of September 2008

and October 2008, show a growth of 4% when compared to the same period of

the previous year.

The company's motorcycle sales stood at 59,217 units in comparison with

67,752 units recorded in October 2007. Scooters recorded 23,487 units as

against 28,119 units during the same period of the previous year

During the month, the company won two prestigious IT Awards, namely the

SAP ACE 2008 award and the 2008 Symantec South Asia Visionary Award.

While the company won the SAP ACE Award for digitization of new product

development process in SAP by implementing PLM (Product Lifecycle

Page 19
Management), the Symantec South Asia Visionary Award was conferred for the

way the company secured and managed systems and information.

Exports continued its upward growth trend, posting an increase of 30%;

registering 17,013 units of two wheelers in October 2008 as against 13,042 units

in the corresponding period of the previous year.

TVS Motor revenues grow at 23.2% in Q2 exports up 52%

Bangalore, October 30, 2008: TVS Motor Company today reported a 23.2 %

increase in revenues, registering Rs. 1034 crores for the quarter ended

September 2008 of the financial year 2008-09, when compared to Rs. 839

crores in the corresponding quarter of the previous year. Despite the challenging

environment caused by increasing input material costs, general inflationary

trends and lack of availability of retail finance, the company has posted Profit

before Tax of Rs. 13.9 crores and Profit after Tax of Rs. 10.4 crores when

compared to Rs. 16.9 crores and Rs. 11.9 crores in the corresponding period of

the previous year. The last year's September Quarter had the benefit of Rs. 10.2

crore (net) on account of exceptional items. Profit before exceptional items for

the quarter is higher at Rs. 13.9 crore in comparison with Rs. 6.7 crores of the

corresponding quarter of last year.

Page 20
The company has recorded growth in sales despite adverse retail financing.

Motorcycles witnessed higher sales at 1.81 lakh during the quarter compared to

1.44 lakh units over the previous period. Scooters clocked sales of 0.77 lakh in

comparison to 0.76 lakh units during the corresponding quarter of the previous

year.

During the quarter, the company crossed yet another milestone when it reached

two million units of TVS Scooty in July 2008. Indian Tennis star, Sania Mirza

became the new Brand Ambassador for the Scooty brand. The company chose

to associate with Sania as brand ambassador since she emanates the brand

qualities of independence, progress and accomplishment.

During the quarter, the company further broadened the horizons of its TVS

Scooty brand with the launch of Balancing Wheels, a unique and innovative

product engineered specifically for the TVS Scooty, addressing a never-before

segment, who do not know how to ride, even a bicycle.

In June 2008, the company unveiled its feature rich TVS Apache RTR FI

offering riders the instant thrill and superior performance of a fuel injected

160cc engine. The second quarter also witnessed the commemoration of the first

anniversary of the Apache RTR brand while the company crossed yet another

landmark delivering the 2,50,000thApache.

Page 21
Exports

Exports continued the upward growth path registering a total number of 0.55

lakh units during the quarter ended September 2008, recording a growth of 52%

over the same period last year. The company has expanded its footprint to more

than 54 countries across the globe.

Future Outlook

The global financial crisis, the consequent serious liquidity issues and higher

financing costs are likely to impact the growth prospects of the two-wheeler

industry. Retail finance has become even more difficult. The tight liquidity will

affect the ability of dealers to stock two-wheelers. The drop in the commodity

prices, however, is a welcome break.

The company will continue the vigorous implementation of its improved value-

engineering program to reduce costs. The company continues to maintain the

highest quality standards of all its products.

SUB DIVISION OF SHARES

In order to improve the shareholder value and to facilitate greater liquidity in its

equity shares, TVS Motor Company recently subdivided the face value of its

shares to Re. 1/- each. Earlier the face value of the shares was Rs. 10/-

Page 22
 MERGER OF LAKSHMI AUTO COMPONENTS WITH TVS

MOTOR COMPANY

The Shareholders of TVS Motor Company and Lakshmi Auto Components

(LAC) have on 19th January 2004 approved the merger of Engine Division of

LAC with TVS Motor Company and transfer of Rubber and Plastics division of

LAC to Sundaram Auto Components Limited, a wholly owned subsidiary of

TVS Motor Company. The company expects to obtain the approval of High

Court of Tamil Nadu and complete other statutory formalities in the next few

months. This merger is expected to improve the overall profitability of TVS

Motor Company.

Page 23
 PRODUCT PROFILE

TVS APACHE (RTR)

The recently launched TVS Apache RTR FI 160 has added an another stunner

on the roads. Stylish alloys, unique grab rails, classy silencer, larger & sharp

lined fuel tank, all these elements combine perfectly to give TVS Apache RTR

160 a sporty eye-catching looks.

The Apache RTR 160 has been upgraded with electronic fuel injection (EFI)

and becomes Apache RTR 160 Fi. The EFI technology has enabled TVS to

boost peak power of this bike. TVS has priced the new model at Rs. 65000.

TVS SCOOTY PEP – First Love

A sleek duo-tone body. Body colored coordinated mirrors. A smiley headlamp.

Winky indicators. Looks even better with you on it.

 POWER

75cc 4stroke engine to pep up your ride. A bigger, more comfortable seat for

two and strong hydraulic shock absorbers for a smoother ride.

 TECHNOLOGY

A unique power/economy mode for extra mileage. An auto reserve fuel tap. No

more turning knob from main to reserve. Auto chokes for instant starts. Every

time.

Page 24
 SAFETY

Puncture Resistant Tyres that come with a special sealant inside, minimizing

chances of a flat. A side stand alarm that beeps if you forget to take off the

stand. Multi focal reflector headlamp and side reflectors for enhanced visibility.

Now all you need is an equally funky helmet and you” re all set to pep.

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 2.5 million units a year. Innovation at the helm

TVS Motor's strength lies in design and development of new products - the

latest launch of 7 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.

Page 25
TVS Motor Company – Mission:-

We are committed to being a highly profitable, socially responsible, and leading

manufacturer of high value for money, environmentally friendly, lifetime

personal transportation products under the TVS brand, for customers

predominantly in Asian markets and to provide fulfilment and prosperity for

employees, dealers and suppliers.

Vision Statement:-

TVS Motor - Driven by the customer :-

TVS Motor will be responsive to customer requirements consonant with its core

competence and profitability. TVS Motor will provide total customer

satisfaction by giving the customer the right product, at the right price, at the

right time.

Page 26
TVS Motor - The Industry Leader :-

TVS Motor will be one among the top two two-wheeler manufacturers in India

and one among the top five two-wheeler manufacturers in Asia.

TVS Motor - Global overview :-

TVS Motor will have profitable operations overseas especially in Asian

markets, capitalizing on the expertise developed in the areas of manufacturing,

technology and marketing. The thrust will be to achieve a significant share for

international business in the total turnover.

TVS Motor - At the cutting edge :-

TVS Motor will hone and sustain its cutting edge of technology by constant

benchmarking against international leaders.

TVS Motor - Committed to Total Quality :-

TVS Motor is committed to achieving a self-reviewing organization in

perpetuity by adopting TQM as a way of life. TVS Motor believes in the

importance of the process. People and projects will be evaluated both by their

end results and the process adopted.

Page 27
TVS Motor - The Human Factor :-

TVS Motor believes that people make an organization and that its well-being is

dependent on the commitment and growth of its people. There will be a

sustained effort through systematic training and planning career growth to

develop employees talents and enhance job satisfaction. TVS Motor will create

an enabling ambience where the maximum self-actualisation of every employee

is achieved. TVS Motor will support and encourage the process of self-renewal

in all its employees and nurture their sense of self worth.

TVS Motor - Responsible Corporate Citizen:-

TVS Motor firmly believes in the integration of Safety, Health and

Environmental aspects with all business activities and ensure protection of

employees and environment including development of surrounding

communities. TVS Motor strives for long-term relationships of mutual trust and

interdependence with its customers, employees, dealers and suppliers.

PROJECT WOW (WOMEN ON WHEEL)

Objective : Increasing Penetration of riding Women & Drive Retail Growth of

Scooty & Wego.

Page 28
Activities Done :

Direct Marketing (in cities)

Training Programs (in towns)

Safety Programme

Free Riding Program

Summary of Project WOW :

Today women in India are leading the change in different fields as can be

witnessed cross the different strata in the society. Women are ambitious for

themselves and are moving head to prove their potential. Young girls today

enroll in various programmes to enhance heir skills (like computer classes,

entrance test preparations) which are besides regular classes and tuitions. This

essentially means that they are running against time and there is a need to do

more and more in less and less time. Though this is true for girls across town

and income classes, we still have the small town girl who is still a little

hesitant/restricted by societal norms to step ahead in the open to prove herself.

Given the need to achieve, anything that enables girls/women to realize their

true potential is more than welcome. This is where personal mobility plays a big

role. Personal mobility not only reduces dependence and saves time but also

allows girls to explore different avenues to realize their potential to the fullest.

Though there is a definite felt need for mobility among women; they are not

taking to riding in a big way. The current scooter penetration (among women in

Page 29
the riding age of 15-45 years) in India is only around 4% and this decreases

further as we go down town class and in come class. Even in metros/mini

metros the penetration of scooters is only around 15%. This is low when

compared to penetration of other white goods and consumer durable like

mobile phones. Despite new launches in the category and other initiatives by

leading players, the penetration of scooters has not gone up significantly.

Scooters are currently growing at 10% annually.

After wooing male buyers for many years, women have emerged the favourite

with two-wheeler companies in India. Data suggests that ungeared scooters,

driven by women, are showing faster rate of growth than motorcycles. Two-

wheeler manufacturers believe that the future growth will come from women.

The reason of their optimism is the very low penetration of two wheelers

amongst women and therefore the large potential of growth. While 31% males

drive two wheelers, only 2 % women drive two wheelers in India.

Going a step further, TVS Motors, which owns TVS Scooty, has decided to

offer two-wheeler training to around one lakh young women in over 100 towns

in the country. The project titled 'Women on Wheels' (WOW) will involve

training of women by women trainers. Scooty is the leader with more than 70%

market share in the light scooter category.

Two reasons have been identified for the low penetration of two wheelers. The

first, lack of riding skills among women. The other paucity of reasonably priced

Page 30
products. Also, women are afraid to venture on their own in the absence of

training and there are hardly any avenues for scientific learning.

"While there are good motor driving institutes in the country, but no emphasis

has been laid on scientific learning. Women are afraid to venture on their own in

the absence training. The WOW project is our way of empowering women in

rural and semi-urban areas" said Prasad Narasimhan, vice president, marketing,

TVS Motors.

Women have an innate affinity for design, style and colours. In a rare initiative,

TVS has launched Scooty Pep+ in as many as 99 colours. The launch of so

many colours have met with overwhelming response from girls. Encouraged by

this response, TVS will launch 99 colours in 20 new cities very soon. This is the

first in the world that a automobile company is offering such huge range of

customized colours to choose from.

"TVS Scooty has been witnessing consistent increase in sales. In May 2007, it

recorded sales of 25,280 units compared to 20,396 units sold during May 2006,

recording a growth of 24%. Similarly in April 2007, Scooty recorded 18,798

units in April 2007 compared to 17,969 units recorded last year during the

corresponding period, said Narasimhan."

Page 31
 TVS SCOOTER AND SCOOTY PROFILE:-

TVS Wego

After getting overwhelming response for TVS Scooty, now TVS comes with a

new kind of scooter called TVS Wego. TVS motor did lots of research and

comes with a new technology which is implemented in this TVS Wego. The

research team of TVS implemented computational fluid dynamics and

frequency response analysis techniques to ensure smooth and noise-free engine

and makes the scooter best in its class for ride comfort and handling. The all

aluminum low-friction engine ensures good mileage in its class. Wego has

Page 32
Multi-reflector halogen headlamp and LED tail lamp with optical guides which

gives the scooter dynamic style.

TVS Wego is equipped with a 110cc air cooled engine which can generate

maximum power of 8 bhp at 7500 rpm and can deliver peak torque of 8 Nm at

5500 rpm. The engine is made from aluminum and low-friction which delivers

great mileage. TVS Wego comes with automatic gears that make riding easy for

every one. This unisex scooter TVS Wego has won Award as “Scooter of the

Year 2011” and is the tough competitor of Honda Activa.

Feature and Specification:-

 TVS Wego has a Dynamic design for better riding stability with full

metal body which gives a rugged look

 Headlamp of the scooter is Multi-reflector halogen lamp and tail lamp is

LED tail lamp.

 Indicator of the scooter is Golden-eye indicators and speedometer is large

and easy readable and storage is quite spacious under the seat.

 Wheel of the scooter is 12-inch wheels.

Page 33
  TVS Wego is powered by a 109.7 cc, 4-stroke, Air cooled, OHC engine

which can generate maximum power up to 8 PS @ 7500 rpm and

maximum torque up to 8 NM @5500 rpm.

 The scooter offers Self start/ Kick start option.

SCOOTY PEP +

The TVS Scooty Pep Plus is a modern 4 stroke 75cc scooty that is ideal for the

ladies. Its powerful engine generates maximum power of 3.68kw (5 bhp) @

6500rpm and maximum torque of 5.8 @ 4000 rpm.

Some of the best features of the Scooty Pep Plus are jewel box headlamp,

integrated tail lamp, chrome plated exhaust, multi reflector indicators, and the

striking pillion grab rail. Besides these, there are many other features to this

scooterette that prove very user-friendly- auto choke, bag hooks,

Page 34
compartmentalized utility box, auto fuel tap, glove box push and pull bag holder

among others. The Pep Plus Scooty comes in dual texture colors and arresting

graphics.

TVS Scooty has always been a good looker. 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 color. 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. The only drawback is absence of a rear

brake-locking clamp. In a smart move, the key slot itself is florescent, so as to

allow grope-free access in the dark. There's also a new cell phone-charging

point.

Pep+ lights up its lockable under seat 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 refreshed force air-cooled Plus motor feels just as buzz-free and

convenient in its automatic ways as before, but there is a difference with healthy

dozes of supplementary performance begging to be used.

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. Sitting on the Scooty is comfortable for all except the tallest

Page 35
and the heaviest, who will surely feel cramped. 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.

The alloy rim-shod Pep Plus is set just right for a ride quality that doesn't

wallow overtly, nor feels too firm. It's a well-damped scooterette that offers as

much stability as can be expected from any two-wheeler on 10-inch wheels. It

steers accurately, turn-in to corners is feather-like and cornering manners

satisfactory. The 110mm drum brakes are adequate kit for this vehicle, and offer

fine feedback through their individual levers.

Page 36
 TVS Scooty Pep+

Now is the time for you to drive in style the new TVS Scooty Pep+ in India.

Any TVS Scooterette is a great product to covet and own. The TVS Scooty

price in India is reasonable and the Scooterette surely appeals to all youngsters

as a personal choice and as an ideal city commute. The Scooty Scooterette has a

neat look along with a great rev-up and acceleration. Take a few minutes to read

the new TVS Scooty Review here!

The quintessential queen of her section, the spirited, sporty TVS Scooty Pep

Plus is popular for its amazing features. Starting from light weight body, auto

choke, power economy mode, mobile charger socket, easy centre stand, glow

ring around key hole to hydraulic shock absorbers, all makes this variant so

adorable among its females fans. Infact, the variant is a refined version of TVS

Page 37
Scooty Pep. The LED lighting in the under-seat storage area, the cell-phone

charger below the dashboard, the fluorescent 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, all adds to TVS Scooty

Pep+ glory.

Looks

 User friendly looks

 Available in five colours - Electric Red, Mystic Mauve, Night Black,

Perky Pink & Purple Mischief

 Cell-phone charger

 LED lighting in storage area

 Easy-reading speedometer cluster

 Attractive front apron & rear panels

 Grab-rail to match body colour

 Fluorescent ignition key slot

 Patented centre-stand design with extra leverage

 Hydraulic shock absorbers

Page 38
Control

 Powerful hydraulic shock absorbers

 90cc four-stroke engine with peak power of 5 bhp & 5 Horse Power

 Twin seating capacity - rider with pillion

 Ride control switch for throttle control

 Lower height

 Easy maneuverability due to lightweight

 Hydraulic shock absorber

 10" alloy wheels

Comfort

 Ignition key slot illuminated at night

 Easy mobile charging socket

 Center stand for comfortable parking

 Easy-reading speedometer cluster

 Wider & relaxing seats

 Hydraulic shock absorber

 Convenient brake system

Page 39
Mileage and Economy

 Mileage - 60kmpl

 Fuel tank capacity - 5 Ltrs

 Powerful to carry two persons

 Four-stroke engine powerful of 90cc delivering a peak power of 5 bhp &

torque of 5.8 Nm.

 Engine available with Roller Follower Mechanism.

 Ignition system Digital DC CDI Headlamp 12V, 35 / 35 W Tail Lamp

12V, 21 / 5 W Turn signal lamp 12V, 10 W Battery 12V, 5 Ah.

 Suspension, only SPP offers front telescopic suspension

VICTOR GLX

Page 40
ENGINE &

TRANSMISSION

Type 4-Stroke. Air-Cooled OHC

CC 124.8 cc

Max. Power 7.36 kW (10 bhp) @ 7500 rpm

Max. Torque 9.8 Nm @ 6000 rpm

Bore & Stroke 54.5 x 53.5 mm

Compression Ratio 9.2:1

Transmission 4-speed constant mesh

SUSPENSION

Front Telescopic Oil-Damped;

105 mm travel

Rear Gas Filled Stock Absorbers

With Co-axial Spring

75 mm travel, with 5-Strp

CAPACITIES

Fuel tank capacity 13 liters

Fuel Reserve 2.5 liters

Page 41
BRAKES &

WHEELS

Alloy Wheel with Disc Brake (Drum Brake Optional)

Front Brake 240 mm Disc

Rear Brake 130 mm Drum

Front Tyre 2.75 x 17

Rear Tyre 3.00 x 17

ELECTRICAL

Head lamp 12V. 35/35, Halogen Bulb

Tail lamp 12V. 5/21W

Turn Signals 12V. 10W

Ignition systems Digital Ignition

DIMENSION

& WEIGHT

Wheelbase 1260 mm

Kerb Weight 122 Kgs

VICTOR GX

Page 42
VICTOR GX

ENGINE & TRANSMISSION

Type 4-Stroke. Air-Cooled OHC

CC 109.3 cc

Max. Power 9 kW (8.1 bhp) @ 7250 rpm

Max. Torque 8.1 Nm @ 5500 rpm

Bore & Stroke 51 mm x 53.5 mm

Compression Ratio 9.3:1

Transmission 4-speed constant mesh

SUSPENSION

Front Telescopic Oil-Damped;

110 mm travel

Rear Hydraulic with Co-axial

Spring 75 mm travel, with 5-Strp

Page 43
CAPACITIES

Fuel tank capacity 11 liters

Fuel Reserve 3 liters

Wheel Base 1200 mm

Kerb Weight 122 Kg

CAPACITIES

Fuel tank capacity 13 liters

Fuel Reserve 2.5 liters

BRAKES & WHEELS

Front Brake 130 mm Drum

Rear Brake 110 mm Drum

Front Tyre 2.75 x 17

Rear Tyre 3.00 x 17

ELECTRICAL

Head Lamp 12V. 35/35W

Tail Brake Lamp 12V. 5W

Turn Signals 12V. 10W

Ignition systems Digital Ignition

Page 44
 DIMENSION & WEIGHT

Wheelbase 1200 mm

Kerb Weight 113 Kgs

MAX 100

ENGINE &

TRANSMISSION

Type 2 Stroke

Displacement 98 cc

Max. Power 7.8 bhp

Max. Speed 82 kmph

Starting Kick Start

Page 45
No. of Cylinders 1

OTHER FEATURES

Electrics (AC/DC) 12V DC

Overall Length 1865 mm

Ground Clearance 140 mm

Height 1053 mm

Wheelbase 1217 mm

Kerb Weight 96 Kgs

Fuel tank capacity 12.0 lit

TVS Scooty Streak

Page 46
TVS Scooty Streak Price in India.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.Scooty streak is a 100cc plus four-stroke scooter

which is positioned above the Scooty and it targets urban customers.

It inherits the styling of the popular Scooty which means the Scooty streak is

not a full-bodied scooter.

TVS Scooty Streak Features and Specifications :

 Name : Scooty Streak

 Type : Scooterette, Moped

 Top Speed : 74kph

 Displacement: 87.8cc

 Engine: 87.8cc, 4-stroke

 Maximum Power: 5 Bhp @ 6500 rpm

 Maximum Torque: 5.8 Nm @ 4000 rpm

 Gears: Automatic

 Clutch: Pivoted Clutch Centrifugally Operated

 Bore: 51

 Stroke: 43

Page 47
  Cooling Type: Air Cooling

 Weight: 96.00 kg

 Ground Clearance: 135.00 mm

 Fuel Tank: 4.70 ltrs

 Wheelbase: 1230.00 mm

 Electrical System: NA

 Headlamp: 12V, 35W/35W

 Horn: NA

 Wheel Type: Alloys

 Wheel Size: 90 x 90 10″ mm

 Colors: Breezy Blue, Mystic Mauve, Super Red, Perky Pink & Magic

Black.

Honda Activa v/s Tvs Wego:-

Here are the comparison results based on selected bikes. You can use this

information to find the bike that's best for you according to price, features and

performance. Click on the bike model name to go to more detailed information.

Page 48
Or, if you're ready to buy, click on Get a Quote to get a free price quote from a

dealer near you.

Tvs Apache:-

The TVS Apache is a brand of motorcycle made by TVS Motors since 2006. In
2008 the company claimed that more than 2.5 million Apaches were on the
road. Currently the company sells five variants of the TVS Apache.

Page 49
 GROUP COMPANIES

With steady growth, expansion and diversification, today TVS commands a

strong presence in various fields-two-wheelers, automotive components,

automotive spares, computer peripherals and finance.

Lakshmi Auto Components Limited - Large OE supplier of two wheeler

gears and camshafts.

Lucas Indian Service Limited (www.lucasindia.com) - Company looks after

the distribution of auto electrical components all over India.

Axles India Limited - A joint venture with Eaton Limited, U.K. Manufactures

axle housings and drive heads for heavy and light commercial vehicles

Page 50
 COMPANY AT PRESENT & IN FUTURE

 Successfully launched the Victor and Fiero-F 2 models after parting ways

with Suzuki.

 Two wheeler markets show sign of revival after a lackluster first half.

 The company is suffering a decline in volumes due to poor response of its

two strokes Max motorcycles.

 Recently launched the TVS Centra and 125 cc TVS Victor GLX and four

stroke Max in the pipeline, which would be launched later this year.

 Plans major foray into three-wheeler and quadricycles market through

fresh investments of Rs 500 crore.

 Actively looking to set up manufacturing unit in Indonesia or Vietnam.

 Strong focus on R&D and product development.

Page 51
 Apache the Savior

TVS launched Apache RTR 160 cc model in September 2008, with its ultra

modern technology for Indian bikes has proved to be a big success. The success

of TVS Apache is especially significant because it was developed with

indigenous technology.

Two stroke Max Range – On the way out

The company is currently looking forward to phase out its two stroke Max

range, which is perceived to be less fuel efficient with a new four stroke range.

The changeover is expected to take place by the end of June 2009.

Two new launches could out TVS on a high growth trajectory

TVS Centra TVS Centra a new 100 cc model has recently been launched and

the company has set ambitions targets of achieving monthly sales in the range

of 15000-20000 bikes per month.

Also, a new upgraded 125 cc TVS Victor has been launched which will improve

the trajectory of the company.

Page 52
 Three wheeler project- entering a new market

TVS Motor has set the stage for entry into the three-wheeler markets with the

setting up of a new plant at Nanjangud, near Mysore in Karnataka. We

understand that the company would be targeting the sub-one ton passenger and

goods carriers segment of the market.

With an investment of about Rs 50 crore in phase-1, it will cater to both

passenger and cargo segments. The total investments for the three wheeler and

four-wheeler quardricycle project are expected to be in the range of Rs 500

crore in the next two-three years. It plans to go with petrol version of three

wheelers and expects higher demand to come from B class towns. The company

expects higher margin and low competition in three-wheeler business as

compared to its two-wheeler business. Three wheeler sales have grown at a

CAGR of 7% over the last 9 years to 2.26 lakh units FY 03, and are expected to

grow at the same rate for the next five years. TVS is expected to roll out its first

three-wheeler by the end of FY05 to garner a 30% market share with around

100,000 unit sales by the end of FY08.

Page 53
 SCOPE OF THE STUDY

The scope of the study is to study the consumer buying behavior of the

respondents in Lucknow and attain the awareness level of the consumer. The

scope is that the services of the dealer, advertising media as well as celebrity has

made an effect on the consumer or not and how much.

This study also allows knowing the future prospects of the company and where

it is at present in the market.

Page 54
 OBJECTIVE OF THE STUDY

 The objective of the study is to analyze the consumer buying behavior of the

respondents in motorbikes of different brands .

 To study the future prospects of TVS motorbikes.

 To provide a fair picture of technology used by TVS motors.

 To study the sales trends of tvs motors.

 To analyze the quality of after sales services being provided by tvs motors.

Page 55
 RESEARCH METHODOLOGY

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 subject of my study is market survey of consumer buying behavior in bikes

taking TVS for comparison, which has slowly but steadily evolved, from a

beginner to a corporate giant earning laurels and kudos throughout.

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 put

forward some of my suggestion hoping that they help TVS Motor Company

move a step forward to being the very best.

Page 56
 SAMPLE SIZE AND LOCATION

The data has been extracted mainly from questionnaires filled up by

respondents from Lucknow.

Rest of the information has been collected through internet surveys and social

networking communities on websites.

The questionnaire was filled up by 50 respondents scattered at different places

and many more respondents provided valuable information through the internet.

The aforementioned questionnaire has been attached at the end of the project.

Page 57
 RESEARCH AND DATA TYPES

The purpose of methodology section in the report making is to describe the

research process that is followed while doing the main part. The research design

plays a pivotal role in the quality and content of the data in making of any

project report. The type of research design chosen is seen to have a bearing on

all the aspects of report writing.

Research Design: Descriptive Research design

The research design undertaken for the study was Descriptive one. The reason

for using a descriptive research method was to obtain qualitative data and also

since the nature of study is as such that it required the exploration of various

aspects within and outside the company.

In order to carry out a well researched analysis efforts were taken to collect

enough information from the respondents. For this purpose various primary and

secondary sources were used. This would however include the research design,

the sampling procedure, and the data collection method. This section is perhaps

difficult to write as it would also involve some technical terms and may be

much of the audience will not be able to understand the terminology used. The

methodology followed by the researcher, during the preparation of the report

was:

Source of Data Collection

Page 58
 a) SECONDRY DATA

b) PRIMARY DATA

SECONDRY DATA - When an investigator uses the data that has been already

collected by others is called secondary data. The secondary data could be

collected from Journals, Reports, and various publications. The advantages of

the secondary data can be –It is economical, both in terms of money and time

spent .The researcher of the report also did the same and collected secondary

data from various internet sites like Google.com, altavista.com and many more.

The researcher of the report also visited various libraries for collection of the

introduction part.

PRIMARY DATA - Primary data is that kind of data that is collected by the

investigator himself for the purpose of the specific study. The data such

collected is original in character. The advantage of this method of collection is

the authentic. A Set Of Questions Were Put Together In The Form Of

Questionnaire With 13 Questions. The method of sampling was the Random.

INSTRUMENTS for Data Collection

The instruments used for collection of data were mainly questionnaires, internet

surveys and personal visits to the respondents.

Page 59
Tools Used for Analysis

 Bar Diagram

 Pie Diagram

 Tables

Page 60
 DATA ANALYSIS AND INTERPRETATION

QUE-1

Do you own a Bike?

INTERPRETATION

In this question particular question it is found that 93% of respondents are

having motorbike and 7% are either having scooter or moped. On the basis of

the above pie-chart it is clear that more people own bike.

Page 61
 QUE-2

WHICH BRANDS OF BIKE ARE YOU AWARE OF?

88
90

80
72
66
70
60
60

46
50
42
VALUES
40
29
30

20

10

0
ENFIE
YAMA KINETI
BAJAJ HOND TVS LML LD
HA C
A BULLE
72 88 66 60 46 29 42
BRAND

INTERPRETATION

The above bar-graph shows the brand awareness of bikes among the

respondents. In the above bar-graph it is clear that .HONDA is the most popular

brand in Lucknow whereas BAJAJ and YAMAHA follow 2 nd and 3rd place.

TVS comes at 4th place taking lead from LML, KINETIC and ENFIELD

BULLET.

Page 62
 QUE-3

WHICH SLOGAN OF BIKE AFFECTS YOU THE MOST AND OF

WHICH BRAND…?

45 42
40
40

35

30

25
VALUES
20

15
9
10
4 4
5 1
0

0
ENFIE
YAMA KINETI
BAJAJ HOND TVS LML LD
HA C
A BULLE
40 42 4 9 1 0 4
BRAND

INTERPRETATION

The above Bar-Graph shows that in Lucknow area .HONDA has scored the

maximum number of points with BAJAJ and TVS on 2nd and 3rd spot. TVS has

scored 9 points out of the sample size of hundred and has taken lead from LML,

KINETIC and ENFIELD BULLET.

Page 63
 QUE-5

WHO INFLUENCED YOU WHILE PURCHASING THE BIKE?

50

50

45

40

35
25
30

VALUE 25
17
20

15 8

10

0
FRIENDS FAMILY DEALER MEDIA
25 50 8 17
FACTORS

INTERPRETATION

From the above graph it is clear that FAMILY plays a major role in the

purchase of bike and the reference and suggestions of FRIENDS come at the

second place. Whereas MEDIA factor comes at third place with DEALER

making no promising affect on the purchase of bike.

Page 64
 QUE-6

Have you visited any TVS showroom?

INTERPRETATION

As shown in the above PIE CHART, the percentage of respondents who have

visited the TVS SHOWROOM is more than those respondents who have not

visited the TVS SHOWROOM. Thus the interest of customers in TVS product

can relate to 62% among 100 respondents.

Page 65
 QUE-7

IF YES, WHAT WAS THE EXPERIENCE?

30

30

25 22

20

VALUES 15

8
10

5 2

0
V.GOOD GOOD AVERAGE BAD
2 30 22 8
EXPERIENCE

INTERPRETATION

As shown in the above graph there are four FACTORS, which show the

experience of the respondents after visiting the TVS showroom. It is clear that

most of the respondents had GOOD experience with 22 respondents having

average experience. Only 8 respondents are having a bad experience, which

shows the quality of the TVS showroom.

Page 66
 QUE-8

IF NO, WHY YOU HAVE NOT VISITED THE TVS SHOWROOM?

INTERPRETATION

As shown in the above PIE-CHART 89% of the respondents are not interested

in TVS products and 11% of them are not satisfied with TVS bikes. This was an

open ended question therefore most of the answers were in account to the

satisfaction level and interest in the TVS BIKES.

Page 67
 QUE-9A

DO YOU KNOW ABOUT TVS MOTOR BIKE

INTERPRETATION

As given in the PIE CHART above 91% of the respondents know about TVS
motorbike and only 9% of the respondents are unaware about the TVS
motorbike. This question is based on the awareness as well as past usage of the
TVS motorbike.

Page 68
 QUE-9AB

 Have you visited TVS DEALERSHIP?

As shown in the above PIE CHART, the percentage of respondents who have
visited the TVS DEALERSHIP is more than those respondents who have not
visited the TVS DEALERSHIP. Thus the interest of customers in TVS product
can relate to 62% among 100 respondents.

Page 69
QUE-10

WHAT HAVE YOU IKED OR DISLIKED AT TVS DEALERSHIP?

25
21
20

20

15

VALUE 10

10
7

4
5

0
SERVICE SERVICE
STAFF IS STAFF IS LACK OF
FACILITY FACILITY
BAD GOOD SPACE
IS NOT IS GOOD
21 20 4 10 7
FACTORS

INTERPRETATION

As shown in the BAR-GRAPH it is clear that 21% of the respondents are not

satisfied with the service facilities and 20% are satisfied with the service

facilities which comes to equal ratio.10% of the respondents liked the staff and

4% are not satisfied with the staff. Interesting part is that 7% of the respondents

wanted more space at the TVS-DEALERSHIP.

Page 70
 QUE-11

DOES CELEBRITY ENDORSEMENT AFFECT THE PURCHASE

OF BIKE?

INTERPRETATION

In the given PIE CHART 66% of the respondents have no affect with the

celebrity endorsement during the purchase of the bike. Whereas 34% of the

respondents agreed that celebrity endorsement do make an effect on the

purchase decision of the bike.

Page 71
 QUE-12

WHICH BRAND DO YOU THINK IS THE MOST POPULAR IN

THE MARKET?

48
50

45

40

35
30
30

VALUE 25

20

15
8
10 6 6

5 2
0
0
ENFIE
YAMA KINETI
HOND BAJAJ TVS LD LML
HA C
A BULLE
48 30 8 6 6 2 0
FACTORS

INTERPRETATION

As shown in the BAR DIAGRAM it is clear that .HONDA is the most popular

bike in Lucknow with BAJAJ taking the 2nd place with 32%. TVS is the 3rd

most popular bike in Lucknow taking lead from YAMAHA, BULLET, LML

and KINETIC.

Page 72
 QUE-13

IF THERE IS NO PRICE CONSIDERATION WHICH BRAND

WOULD YOU BUY?

40
36

35

30 28

25

VALUES 20
16

15
11

10 7

5 2
0
0
HER ENFI
BAJA YAMA KINE
O TVS LML ELD
J HA TIC
HON BULL
36 28 11 7 2 0 16
BRANDS

INTERPRETATION

In the BAR-CHART it is clear that with no price consideration .Honda will be

the first choice following with BAJAJ and ENFIELD BULLET as 2 nd and 3rd

choice. Whereas TVS will be the 4th choice which is taking lead over

YAMAHA, LML and KINETIC as 5th, 6th and 7th choice.

Page 73
 FINDINGS

 In the BAR-CHART it is clear that with no price consideration .Honda

will be the first choice following with BAJAJ and ENFIELD BULLET as

2nd and 3rd choice. Whereas TVS will be the 4th choice which is taking

lead over YAMAHA, LML and KINETIC as 5th, 6th and 7th choice.

 In the given PIE CHART 66% of the respondents have no affect with the

celebrity endorsement during the purchase of the bike. Whereas 34% of

the respondents agreed that celebrity endorsement do make an effect on

the purchase decision of the bike.

 As shown in the BAR-GRAPH it is clear that 21% of the respondents are

not satisfied with the service facilities and 20% are satisfied with the

service facilities which comes to equal ratio.10% of the respondents liked

the staff and 4% are not satisfied with the staff. Interesting part is that 7%

of the respondents wanted more space at the TVS-DEALERSHIP.

 As shown in the above PIE CHART, the percentage of respondents

who have visited the TVS DEALERSHIP is more than those

respondents who have not visited the TVS DEALERSHIP. Thus the

interest of customers in TVS product can relate to 62% among 100

respondents.

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 RECOMMENDATIONS

In the analysis the respondents have shown that they consider TVS motor

company after .HONDA and BAJAJ and this is a major concern for the

company. TVS motor company has to make some arrangements to increase

the awareness level among the prospects through media.

In Lucknow the respondents who have visited the dealership are not satisfied

with the service facilities which can be improved by regular visit of the

service managers as well as providing regular training to the staff as well as

the owner.

The dealership in Lucknow also lacks in space, which is a major concern

because the first impression on the mind of the consumer is about the

window display, which can be improved with the help of the professionals.

The buying behavior of the customers in Lucknow is not focused on the

celebrity endorsement but they want a product which should contain all the

factors and at an affordable price.

The customers in Lucknow want more number of dealers in their area so as

to have more options in visiting the dealership. Every dealership should have

the same services and excellent window display so as to attract more

customers.

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 CONCLUSION

 The facts and figures shown in the analysis is correct and the survey has

been done in a good faith and responsibility

 The respondents in the factors, which they consider while purchasing a

bike, have done the ranking. MILEAGE is the first factor following with

POWER and STYLE and also with an adaptable PRICE. The company

has to make efforts for making a product that should have all these three

factors with considerable price.

 When asked about the experience at the TVS dealership most of the

respondents had a good and average experience with a small number

having bad experience. The small number of bad experience can be

avoided by giving warm welcome and good behavior by the staff.

 The respondents who have not visited the TVS dealership are either not

interested in TVS bikes or they are not satisfied with TVS products. In

this matter the dealer should increase the road shows as well as arrange

regular customers meeting which will create interests in other prospects.

 Most of the respondents had knowledge about the TVS bikes, which is a

good sign for the TVS motor company.

 The respondents have liked the service facility and the staff but the

important factor is the lack of space. The dealership in Lucknow has to

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 improve the staff as well as the after sales services and the consumer

relations.

 Celebrity endorsement does not affect most of the respondents whereas

only 34% of the respondents have an affect over the purchasing decision

of bike. Company should give more importance to the product so as to

give the best in quality to the customer.

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 QUESTIONNAIRE

Que1. Do you own a Bike?

Yes 

No 

If yes, which Bike do you have?

Specify __________________________________

Que2. Which brands of Bike are you aware of……..?

TVS 

.HONDA 

ENFIELD 

YAMAHA 

BAJAJ 

LML 

KINETIC 

Que3. Which slogan of Bike affects you the most and of which

brand…?

Specify___________________________________

Que4. Which factors do you consider while purchasing a Bike? [Rank]

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MILEAGE 

STYLE 

PRICE 

BRAND 

SPARE PARTS 

AFTER SALE SERVICE 

Que5. Who influenced you while purchasing the Bike?

FRIENDS 

DEALER 

FAMILY 

MEDIA 

Que6. Have You Visited Any TVS Showroom?

Yes 

No 

Que7. If yes, what was the Experience?

VERY GOOD 

GOOD 

AVERAGE 

BAD 

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Que8. If No, why you have not visited the TVS Showroom?

Please Specify______________________________

Que9. If you have a Motorcycle other than TVS?

 Do you know about TVS Motor bike?

Yes 

No 

 Have you visited TVS DEALERSHIP?

Yes 

No 

Que10. What have you liked OR Disliked at TVS DEALERSHIP?

Specify____________________________________

Que11. Does celebrity endorsement affect the purchase of Bike?

Yes 

No 

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Que12. Which brand do you think is most popular in the Market?

Specify___________________________________

Que13. If there is no price consideration which brand would you buy?

Specify___________________________________

THANKS A LOT FOR PARTICIPATING!!

NAME ………………………………………………..

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 BIBLIOGRAPHY

 BOOKS

 Marketing Research, Test and cases, Richard D. Irwin, Linois

 C.R Kothari, Research Methodology

 NEWS PAPER

 Times Auto

 The Economic Times

 MAGAZINES

 Auto Sports

 Business Outlook

 WEB SITE

 www.tvsmotor.com

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