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A GENERAL STUDY ON MARKET POTENTIALS AND

BRAND AWARENESS TOWARDS TVS APACHE 160


Contents
CHAPTER I..................................................................................................................................4
Introduction to MARKETING:- ...............................................................................................4
1. EVOLUTION OF MARKETING: .....................................................................................4
DISTINCTION BETWEEN MARKET AND MARKETING .............................................................4
2. UNDER THE MARKETING CONCEPT THE DIFFERENT HEADS & CONCEPT STUDIES
ARE:- ..................................................................................................................................4
3. CONCEPT STUDIES ARE:- ............................................................................................5
4. THE MACRO ENVIRONMENT OF MARKETING CONSISTS: ..........................................5
5. BUYING IS PROCUREMENT OF GOODS OR SERVICES FOR EVENTUAL RESALE TO
THE CONSUMERS OR INDUSTRIAL USERS: ........................................................................6
6. METHODS OF BUYING: ...............................................................................................7
7. MARKET POTENTIAL / ESTIMATING CURRENT DEMANDS:........................................7
8. Marketing Mix:- ..........................................................................................................7
9. Segment Market:........................................................................................................8
10. BRAND AWARENESS ...............................................................................................8
CHAPTER II...............................................................................................................................11
RESEARCH DESIGN...............................................................................................................11
CHAPTER III..............................................................................................................................14
COMPANY PROFILE .............................................................................................................14
CHAPTER IV .............................................................................................................................34
DATA ANALYSIS & INTERPRETATION...................................................................................34
CHAPTER V ..............................................................................................................................77
SUMMERY OF FINDINGS .....................................................................................................77
FINDINGS FOR TVS MOTORS ...............................................................................................78
CHAPTER VI .............................................................................................................................79
CONCLUSIONS .....................................................................................................................79
CHAPTER VII ............................................................................................................................80
RECOMMENDATIONS AND SUGGESTIONS .........................................................................80
CHAPTER VIII ...........................................................................................................................81
QUESTIONARE .....................................................................................................................81
CHAPTER IX .............................................................................................................................86
Bibliography ............................................................................................................................86

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List of Tables

Table 1 - RESPONDENTS ON THE BASIS OF AGE .................................................... 34


Table 2 - RESPONDENTS ON THE BASIS OF SEX .................................................... 36
Table 3 2 RESPONDENTS ON THE BASIS OF OCCUPATION .............................. 38
Table 4 - RESPONDENTS ON THE BASIS OF INCOME ............................................ 40
Table 5 - RESPONDENTS ON THE BASIS OF AWARENESS ................................... 41
Table 6 - RESPONDENTS TO VARIOUS ATTRIBUTES OF BIKE ............................ 43
Table 7 - WHEELER BASED ON VARIOUS ATTRIBUTES ....................................... 45
Table 8 - SHOWING NUMBER OF USERS AND NONUSERS OF TVS APACHE ... 51
Table 9 - RESPONDENTS HAVE ANY FUTURE PLANS OF PURCHASING .......... 53
Table 10 - REASONS FOR NOT BUYING TWO-WHEELER IN FUTURES .............. 55
Table 11 - CHOICE OF VARIOUS MODELS OF TVS ................................................. 57
Table 12 - REASONS FOR BUYING.............................................................................. 59
Table 13 - SOURCES OF INFORMATION .................................................................... 61
Table 14 - WHETHER THE USER FACED ANY PROBLEM ...................................... 63
Table 15 - YEAR OF PURCHASE OF TVS bikes .......................................................... 65
Table 16 - DIS-SATISFACTION BY TVS Apache USERS ........................................... 67
Table 17 - VARIOUS SUGGESTIONS GIVEN BY RESPONDENTS .......................... 69
Table 18 - RESPONDENTS ARE AWARE OF MEGHDOOTH MOTORA ................. 71
Table 19 - RATING OF MEGHDOOTH MOTORS ....................................................... 73
Table 20 - SUGGESTIONS GIVEN BY RESPONDENTS............................................. 75

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List of Figures
Figure 1 - ORGANISATION STRUCTURE ............................................................. 16
Figure 2 - MARKETING DEPARTMENT ................................................................ 17
Figure 3 - ACCOUNTS DEPARTMENT .................................................................. 18
Figure 4 - DILIVERY SECTION ............................................................................... 19
Figure 5 - SERVICE DEPARTMENT ....................................................................... 20
Figure 6 1 RESPONDENTS ON THE BASIS OF AGE......................................... 35
Figure 7 2 RESPONDENTS ON THE BASIS OF SEX ......................................... 37
Figure 8 3 RESPONDENTS ON THE BASIS OF OCCUPATION ....................... 39
Figure 9 4 RESPONDENTS ON THE BASIS OF INCOME ................................. 40
Figure 10 5 RESPONDENTS ON THE BASIS OF AWARENESS ...................... 42
Figure 11 - 6 RESPONDENTS TO VARIOUS ATTRIBUTES OF BIKE ............... 44
Figure 12 -7.1 GOOD POWER & PICK UP .............................................................. 46
Figure 13 - 7.2 COMBINATION OF GOOD POWER & MILEAGE ...................... 47
Figure 14 - 7.3 LATEST TECHNOLOGIES ............................................................. 48
Figure 15 - 7.4 REASONABLE PRICE AND RESALE VALUE............................. 49
Figure 16 - 7.5 SAFETY & DURABILITY ............................................................... 50
Figure 17 - 8 NUMBER OF USERS AND NONUSERS OF TVS Apache .............. 52
Figure 18 - 9 RESPONDENTS HAVE ANY FUTURE PLANS PURCHASING .... 54
Figure 19 - 10 REASONS FOR NOT BUYING TWO-WHEELER IN FUTURES . 56
Figure 20 - 11 CHOICE OF VARIOUS MODELS OF TVS ..................................... 58
Figure 21 - 12 REASONS FOR BUYING ................................................................. 60
Figure 22 - 13 SOURCE OF INFORMATION .......................................................... 62
Figure 23 - 14 WHETHER THE USER FACED ANY PROBLEM ......................... 64
Figure 24 - 15 YEAR OF PURCHASE OF TVS bikes .............................................. 66
Figure 25 - 16 DIS-SATISFACTION BY TVS Apache USERS ............................... 68
Figure 26 - 17 VARIOUS SUGGESTIONS GIVEN BY RESPONDENTS ............. 70
Figure 27 - 18 RESPONDENTS ARE AWARE OF MEGHDOOTH MOTORS ..... 72
Figure 28 - 19 RATING OF MEGHDOOTH MOTORS ........................................... 74
Figure 29 - 20 SUGGESTIONS GIVEN BY RESPONDENTS ................................ 76

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CHAPTER I
Introduction to MARKETING:-
Marketing consists of all activities by which a company adapts itself to its environment
creativity and profitably. It is the whole business seen from the point of view of its final result
that is from customers point of view .basically business firms objective is to convert societal
needs into profitable opportunities. Marketing is an attempt to anticipate satisfies the needs
and demand of the consumers of the society.

Philip Kotler has said Marketing is the needs and wants of target markets and
delivering the desired satisfaction more effectively and efficiently than competitors. Thus it
shows that consumers are the key to the success to any companys marketing services.

1. EVOLUTION OF MARKETING:
The development of marketing concept is evolutionary i.e. gradual rather than
revolutionary. The evolution of marketing is one of the oldest professions of the world.

Marketing is both philosophy and a technology. As a philosophy, it guides and directs


the business thinking i.e. whether to produce or not to purchase. As a technology it is
concerned with deciding what should be produced, how and when products could be most
efficiently distributed among the customers. Hence we can say that producers have to adapt
different methods of satisfying his customers due to change in customer taste and preferences.

DISTINCTION BETWEEN MARKET AND MARKETING:

Market is an arrangement providing an opportunity to exchange goods. In the market


forces of demand and supply, they operate directly by means of communication and they
themselves determine prices. Whereas marketing is sum totals of all those activities that is
related to free flow of goods from the points of production to consumption. Physical
movements of goods are the hallmark of marketing. That is once the price fixation is done, the
journey starts from seller end at buyer.

2. UNDER THE MARKETING CONCEPT THE DIFFERENT


HEADS & CONCEPT STUDIES ARE:-

1. Product concept
2. Production concept
3. Selling concept
4. Want and demand concept
5. Societal concept.

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The marketing concept is a business philosophy that challenges the previous concepts. It meets
the needs profitably and helps in finding the wants to fulfil them.

1) Production concept holds that consumers will favour those products that offer the most
good quality, performance or innovative features.
2) Production concept says that consumers will favour those products that are widely
available and economical. Managers of production oriented organization concentrate
on achieving high production and wide distribution coverage.
3) Wants and demand concepts say that a human need is a state of felt deprivation of
some basic satisfaction? Wants are desire for satisfying needs. Demands or wants for
specific products that are backed by an ability and willingness to buy them.
4) Marketing is a social and managerial process by which individuals and groups obtain
what they need and want through creating, offering and exchanging products of value
with others. Hence the importance of marketing arises.
5) Societal marketing concept holds that the organizations task is to determine needs,
Wants and interests of the targets markets and to deliver the desired satisfaction more
effectively than competitors in a way that enhances all the consumers and societys
well-being.

3. CONCEPT STUDIES ARE:-


1. Macro Environment
2. Buying Functions
3. Methods Of Buying
4. Estimating Current Demands
Total Market Potential
Area Market Potential
5. Marketing Mix
6. Segment Market.

4. THE MACRO ENVIRONMENT OF MARKETING


CONSISTS:
a) Demography
b) Economy
c) Social and cultural
d) Political and legal
e) Technological

(a) The demographic environment of marketing studies is a scientific study of human beings,
populations and distribution. Quantitative elements such as age, sex, education,
occupation, income, etc. are also studied here.
(b) The people constitute only one element of a market. The second essential element of a
market is purchasing power and willingness to spend by people. Then only come the

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effective demand. That is why the economic conditions play a significant role in
marketing.
(c) Social and cultural forces usually influence the welfare of a business concern in the long
run. The society is ever changing. New demands are oriented and old ones are lost in due
course. Hence marketing management is called upon to mark necessary adjustments in
marketing plans in order to fulfil new social demands.
(d) Political and legal forces are important in marketing services, activities and operation of
business enterprise. Marketing systems are affected by governments monetary and fiscal
policies, import export duties and policies and customs duties, anti-pollution lawn etc.
(e) Consumers purchases and the manner in which they are consumed reflect a societys life
style. Technological forces help to shape changes in the style of living of consumers.
Marketing management with help of technology can create and deliver standards, and style
of life. It has the responsibility of relating, changing of life style of patterns, values and
changing technology to marketing opportunity for profitable sales to particular market
segments.

5. BUYING IS PROCUREMENT OF GOODS OR SERVICES


FOR EVENTUAL RESALE TO THE CONSUMERS OR
INDUSTRIAL USERS:

Different functions are:-


a) Planning purchase of goods
b) Contractual function
c) Assembling
d) Negotiation
e) Contractual

a) Planning purchases of goods implies planning of purchases for the organization or


consumers.

b) Contractual function is concerned with searching for and determining the sources of
supply and establishing and maintaining contacts with them. Establishment of
relationship is with to earn name and fame.
c) Assembling means bringing together to collecting a large amount of similar goods and
many producers for resale I a single region. Assembling and buying are not one and
the same. Assembling brings together goods of same type from different source
whereas buying involves purchase of variety of product.
d) Getting together of business buyers and suppliers with a view to discuss the contents
of contracts as the price, payments, quality can be said as negotiation.
e) Actual entering in to contract to buy is end of buying function. The provisions of sale
of goods act with which we operate the business to protect the will and interest of
parties of business. It binds both parties to that aggrieved party to get justice for breach
of contract by other.

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6. METHODS OF BUYING:
Buying is the basic of marketing activity. Good can be defined as buying at right price.
There are different methods of buying namely.

Concentrated Buying: if purchases are confined to a very few sources of supply, it is


concentrated buying.
Diversified Buying: when a buyer decides to buy good required from a large number
of suppliers it is known as diversified buying.
Reciprocal Buying: the main idea of this is that the purchases are mutual i.e. you buy
our products, and then we buy your products.

7. MARKET POTENTIAL / ESTIMATING CURRENT


DEMANDS:

Current and future market demands are determined by analysing the entire environment
factor affecting marketing process. The two way of estimating demand are:

Total Market Potential: It is demand that exist for products in all areas put together.
The demand may be for a product in all areas put together. The demand may be for a
product or service and the area may be for state, country and continent or may be the
whole world itself.
Area Market Potential: It is demand that exist for a particular product or services in
it particular area of market. Say Jayanagar in Bangalore or Sanjay Nagar in Bangalore
etc.

8. Marketing Mix:-
In market planning we use marketing information to assess the situation. We have to select
specific marketing targets in form of market segments. For each segment or division of the
market formulate a combination of number of devices or types of marketing activities that are
coordinated into a single marketing program to reach a particular target or market segment.
The combination of these is marketing mix. The basic marketing mix is blending of four
inputs, which form core of marketing system. They are:-

a) Product Mix: it is the thing possessing utility. It has four main components
namely product range, after sale service, brand and package.
b) Price Mix: price is the valuation placed upon products by offered. It has to
cover pricing, discounts, allowance and terms of credit. It mainly deals with
price competition.
c) Distribution Mix: distribution is the delivery of product and right to consume
it. It includes channels of distribution, transportation, and ware housing and
inventory control.
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d) Promotion Mix: promotion is the persuasive communication about the product
by offer to the prospect. It cover advertising, personal selling, sales promotion,
publicity, price relations, and exhibition of demonstration used in promotion.
Largely it deals with non price competition.

Market consists of buyers and buyers differ in one or more respect. They may differ in their
wants, purchasing power, geographical location, buying attitudes and practices. These
variables are the main causes of market segmentation. Hence it is a method of achieving
maximum market response from limited marketing resources.

9. Segment Market:
The Different Segment is:
Geographic segmentation: Geographic location is usual and popular basis for market
segmentation. Further distinction as rural and urban markets, city and suburban markets etc
also form geographic segmentation.

Demographic Segmentation: Demography is study of population. Demographically


characters such as sex, age, marital status number and age of children, place of residence,
mobility, income, education, occupation, family life cycle, social class, culture etc., make the
basis of demographic sub culture.

Psychographics Segmentation: Here buyers are divided into different groups on the
basis of social class, life style and for personality characteristics. People within same
demographic group can exhibit very different psychographics profiles.

10. BRAND AWARENESS

1. Brand

Consumer views a brand as an important part of a product and branding can add value to
a product. For example, most consumers would pensive a bottle of white linen perfume as a
high quality, expensive product. But the same perfume in an unmarked bottle would likely be
viewed as lower in quality, even if the even if the fragrance were identical.
Branding as become a major issue in product strategy. On the one hand, developing a branded
product required a great deal of long marketing investment, especially for advertising
promotion and packaging.

2. Branding
Perhaps the most distinctive skill of professional marketers is their ability to create, protect
and enhance brands. A brand is a name, term, sign, symbol or design or a combination of these

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intended to identify the products or service of one seller in-group of seller and to differentiate
them from those of competitors.

A brand is a seller promise to deliver consistently a specific set of features, benefits and
services to buyers. The best hands convey a warranty of quality. According to one marketing
executive, a brand can deliver up to four level of meaning:-

a) Attributes - A brand first brings to mind a certain product attributes. For example
Mercedes, such attributes as well engineered well built. Durable, fast, expensive and
high resale value. The company may use one or more of these attributes in its advertising
for the car. For years Mercedes being advertise engineered like no other in the world. This
provided a positioning plat form for other attributes of the car.

b) Benefits - Customers do not buy attributes they buy benefits. Therefore, attributes must be
translated into functional and emotional benefits. I wont have to buy a new car every few
years. The attribute expensive might translate into the emotional benefits. The car makes me
feel important and admired. The attribute will might translate into the functional and emotional
benefit. I am safe in the event of an accident.

c) Values A brand also says about the buyers values. Thus, Mercedes buyers value high
performance, safety and prestige. A brand marketer must identify the specific groups of car
buyers whose values coincide with the delivered package.

d) Personality A brand also projects a personality motivation a researcher sometimes asks.


If this brand were person, what kind of person would it be? Consumers might visualize a
Mercedes automobile as being a wealthy business executive. The brand will attract people
whose actual or desired self-image matches the brand image.

The challenge of branding is to develop a deep of meaning for the brand, given the four levels
of brands meaning marketers must decide the levels at which they will build the brands
identity. The most lasting meanings of a brand are its values are personality. They obtained
the brands essence. Thus, Mercedes stands for high achieve and success the company must
build its brand strategy around creating and protecting this brand personality. All though
Mercedes has recently yielded to marketing less expense models might dilute the vehicle and
personality that Mercedes has built up over the decades.

3. Brand equity
Brands vary in the amount of power and value they have in the market place. Some brands
are largely unknown to most buyers. Others brands have a high degree of consumer brand
awareness. Still others enjoy brands preference buyers select them over the other. Finally,
some brands command a high degree of brand of brand loyalty. Powerful brand has high brand
equity. Brand have high brand equity to the extent that they have higher brand loyalty, names
awareness perceived quality, strong, brand association and other assets such a patents
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trademarks, and channel relationships. A brand with strong brand equity is valuable asset. In
fact, it can even be brought or sold for a price.

Measuring the actual equity of a brand name is difficult. Because it is so hard measure
companies usually of a brand name is difficult. Because it is so hard measure companies
usually do not list brand equity on their balance sheets. Still, they pay handsomely for it. For
e.g. Nestle paid $4.5 billion to buy row tree, five times its book value. According to one
estimate, the brand Equity of Coca-Cola, are $36 billions, Marlboro, and Kodak $10 billion?

The worlds top brand includes such super powers as Coca-Cola, Disney, Kodak,
Sony; Mercedes Benz high brand equity provided a company with many competitive
advantages. Because a powerful brand enjoys a high level of consumer brand awareness and
loyalty, the company will incur lower marketing costs relative to revenues. because consumer
expect stores to carry he brand, the company has more leverage bargaining in beginning with
resellers and become he brand name carries high creditability, the company can more easily
launch brand extensions. Above all, a powerful brand offers the company some against price
competition.

Marketers need to manage their brands carefully in order to preserve brand equity and
usefulness, and positive brand associations over time. This requires continuous R & D
investment, skilful advertising and excellent trade and consumer service.

Some companies such as ColgatePalmolive have appointed brand equity managers to guard
their brand image, association and equity. They work to prevent brand managers from over
promoting brands in order to produce short-term profits as the expenses of long-term brand
equity.
Some analysis see brand as the major enduring assets of a company. Outlasting specific
products and facilities. Yet behind every powerful brand stands set of loyal customer therefore,
the basic assets underlying brand equity is customer equity. This suggests the marketing
strategy should focus on extending loyal customer lifetime ale, with brand management
serving as a major marketing tool.

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CHAPTER II
RESEARCH DESIGN

Title of the study:

A general study on market potential and brand awareness towards TVS apache in Bangalore
city

Statement of the problem:

The research problem selected for the analysis entitled A general study on Market
Potential and Brand Awareness towards TVS Apache in Bangalore City this topic is
selected because TVS Apache is one of the largest selling two wheeler in India and to know
the strength and weakness of this two wheelers. The study has been conducted.

Objective of the study:


1. To determine the awareness level of the consumer about different brands of two
wheelers. (Includes both user and non-users)
2. To determine the consumers perception regarding different attributes of two wheelers.
3. To study consumer perception regarding TVS Apache in particular and to know the
most satisfactory attributes of TVS Apache. (Includes both user and non-users).
4. To know the reasons and intention behind purchasing or not purchasing TVS Apache.
(Includes both user and non-users).
5. To other suggestions based on the finding for the improvement.

Scope of the study:


1. Finding out the strength and weakness of the TVS Apache, where it can correct its
faulty facts.
2. Finding the number of future purchases.
3. Finding the market potential and awareness of this vehicle.
4. Finding the position of the vehicle among the competitors.
5. Finding the perception of consumers about the vehicle.

Hypothesis

The designing of questionnaire needs precision and classify the subject. So that
respondent easily understands the questions and will reply the answers sincerely and correctly.
The concept of sealing is used to know the satisfactory level for the TVS Apache with users.

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Sampling

1. Sampling Design

A part of population is known as a sample and drawing a sample from larger population
is called sampling.
A good sample should be representative, accurate and precision sampling can be
categorized into two generic types
a) Probability sampling.
b) Non probability sampling.

2. Sample Procedure for the Project Work:

The sampling method used in convenience sampling, a category of non- probability


sampling since the respondents were chosen by me and were not provided by the company.
The area of sampling is in Bangalore city.

3. Sample Size for Project Work


It is impossible to collect the response from the total population due to limitation of time. The
total sample size taken for survey is 100 respondents out of which 60 are non-users of TVS
and 40 are users of TVS.

Methodology:-

Random survey has been used in the study. Primary data as well as secondary data
provided the basis for the study.

Types of Research plus tools for data collection:-

Data collection tool is to collect the primary data, that is, data collected specifically
for the study and is not published anywhere before is through a questionnaire. It is used to
collect data about the general perception of two wheelers, users perception of TVS Apache
and its other competitors.

Secondary data was collected from various sources like reference books on
marketing, consumer behaviour, business and automobiles magazines and internet.
Data for project work was collected from primary and secondary source data.

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Plan for Analysis of Data:

The data for analysis of project was collected from both the primary and secondary
source.
The data thus collected during the interaction with respondents were organized,
processed and edited before tabulating and drawing the inference from them.
The data so got was analysed using statistical methods and techniques like tables,
percentages, average and representation of data and to draw inference.
Conclusions, suggestions and recommendation are given from this inference.

Reference Period:

The field work for the project was carried on for one and half months in Bangalore
city. The field work schedule contained structured set of questions to be answered by
respondents to suit the objectives of the project.

The respondents were contacted at place like college, offices, residencies, and service station
and in MEGADOOTH showroom.

The respondents interaction was for a time period 5-10 minutes.

Limitations of the study:

(a) Project work and study is confined to Bangalore city only.


(b) The data was collected only from 100 respondents. Their feeling and views are
portrayed in a statistical and graphical manner. This it can be a limitation.
(c) The total number of users of TVS Apache used in project work is 40. This actually
is very small compared to real number of users of this vehicle. This also is a
constraint.
(d) The overall sample size is 100. Hence this is not to be a truly representative picture.
(e) The duration for the survey was very less.

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CHAPTER III
COMPANY PROFILE
An over view of TVS Company

TVS Motor Company is the third largest two-wheeler manufacturer in India. It is the
flagship company of the parent TVS Group employing over 40,000 people with an estimated
15 million customers. It manufactures motorcycles, scooters, mopeds and auto rickshaws. It
is India's only two-wheeler company to have won the Deming Prize awarded for commitment
to quality control, received in 2002.
TVS Motor Company Limited Type Listed Indian Public Limited Company (Subsidiary of
Sundaram-Clayton Limited) Traded as BSE: 532343, NSE: TVSMOTOR Industry
Automobiles Founded 1978 Founder(s) Venu Srinivasan Headquarters Chennai, India Key
people.

Board of directors:-

BLP Simha President Director


Venu Srinivasan Chairman
K N Radhakrishnan President & CEO
S G Murali CFO
H S Goindi President Marketing
Harne Vinay Chandrakant President NPI
R Anandakrishnan VP Business Planning
Venu Srinivasan Chairman & Managing Director
H. Lakshmanan Director
T. Kannan Director
C.R. Dua Director
K.S. Bajpai Director
R. Ramakrishnan Director
Prince Asirvatham Director

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Senior Management

K.N.Radhakrishnan President & CEO

H.S. Goindi President - Marketing & Sales

Harne Vinay Chandrakant President - NPI

S.G. Murali Executive Vice President - Finance

Company Secretary
K.S. Srinivasan
BLP Simha, President Director, PT.TVS Indonesia Products TVS Apache, TVS Scooty, TVS
Jive, TVS 50 Revenue 6896.66 Crores Profit 91.58 Crores Total equity 999.41 Crores
Parent Sundaram-Clayton Limited Subsidiaries PT TVS Motor, Indonesia Website
www.tvsmotor.in

History
TVS Motor traces its origins back to the entrepreneurial spirit of Trichur Vengaram
Sundaram Iyengar who gave up lucrative careers in the Indian Railways and in banking to set
up his own business. He began with Madurai's first bus service in 1911 and founded
T.V.Sundaram Iyengar and Sons Limited, a company that consolidated its presence in the
transportation business with a large fleet of trucks and buses under the name of Southern
Roadways Limited. When he died in 1955 his sons took the company ahead with several forays
in the automobile sector, including finance, insurance and manufacture of two-wheelers, tyres
and components. The group has managed to run 33 companies that account for a combined
turnover of nearly $3 billion.

Early years
Sundaram Clayton, then the flagship company, was founded in 1962 in collaboration
with Clayton Dewandre Holdings, United Kingdom. It manufactured brakes, exhausts,
compressors and various other automotive parts. The company set up a plant at Hosur in 1978
to manufacture mopeds as part of a new division. A technical collaboration with the Japanese
auto giant resulted in the joint-venture Ind Suzuki Limited in 1982 between Sundaram Clayton
Ltd and Suzuki Motor Corporation. Commercial production of motorcycles began in
1984.

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 joint
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 labour unrest that required
Market Potential and Brand Awareness Page 15
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, nurture in-house design, and
implement Toyota-style quality programs.

Recent
Over the years TVS Motor has grown to be the largest in the group, both in terms of
size and turnover, with four state of the art manufacturing plants in Hosur, Mysore and
Nalagarh in India and Karawang in Indonesia. TVS Motor is credited with many innovations
in the Indian automobile industry, notable among them being the introduction of India's first
two-seater moped, the TVS 50cc. The company became the leader in its category of sub 100 cc
mopeds, having sold 7 million units. It also introduced the TVS Scooty, which is India's
second largest brand in the scooterette segment. The TVS Jive launched in November 2009
became India's first clutch-free motorbike aimed at a stress-free rider experience while the
unisex scooter Wego is targeted at urban couples, featuring body-balance technology for easier
handling.

Figure 1 - ORGANISATION STRUCTURE

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MARKETING DEPARTMENT

Proprietor

Administrator

Reception

Sales Manager

Counter Executive Hypothecation Execution

Figure 2 - MARKETING DEPARTMENT

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ACCOUNTS DEPARTMENT

Accounts
Manager

Assistent
Accountents

Cashier

Figure 3 - ACCOUNTS DEPARTMENT

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DILIVERY SECTION

Pre
Delivery
Insurance
R.T.O Security
Insurance

Figure 4 - DILIVERY SECTION

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SERVICE DEPARTMENT

Reception

Supervisor

Mechanics

Helpers

Delivery
boy

Figure 5 - SERVICE DEPARTMENT

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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 and Government of
India. In 2004, TVS Scooty Pep won the 'Outstanding Design Excellence Award' from
Business World magazine and the National Institute of Design, Ahmedabad. 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 BusinessWeek 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 NetWeaver 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. TVS was ranked 54th in The Brand Trust Report published by
Trust Research Advisory.

"TVS Motor Company has been awarded 'Star Performer -Silver Shield' in two/three wheelers
category, by EEPC India, for excellent export performance for year 2007-08. The award was
presented by the Hon'ble President of Republic of Maldives, Mr. Mohamed Nasheed, at a
glittering function at Maldives on 21st Feb'10"

Star of Asia Award to Mr Venu Srinivasan, CMD TVS Motor Company by


Business Week International. He was also honoured with Doctorate in
Science by University of Warwick, United Kingdom. Mr Venu Srinivasan
was conferred with the prestigious JRD Tata Corporate Leadership Award
for the year 2004.

Market Potential and Brand Awareness Page 21


Engineering

The Deming Prize - TVS Motor Company is the only two-wheeler company
in the world to be awarded the world's most prestigious and coveted
recognition in Total Quality Management.
Technology Award 2002 from Ministry of Science, Government of India for
the successful commercialization of indigenous technology for TVS Victor.

Asian Network for Quality Award 2004 - TVS Scooty Pep won the prestigious 'Outstanding
Design Excellence Award' from Business World and National Institute of Design.
Progressive Manufacturer 100 Award - TVS wins coveted 2009 Progressive Manufacturer
100 Award for end-to-end automation of the entire business process of its lubricant brand,
TVS TRU4 See full report.
TPM Excellence Award 2008 - First category by Japan Institute of Plant Maintenance
(JiPm). See full report.

Management

Emerging Corporate Giant in the Private Sector awarded by The Economic


Times and the Harvard Business School Association of India.

Best Managed Company award from Business Today, one of India's leading
business magazines.

Most Investor friendly company by Business Today, one of India's leading business.

The Good Advertising - Award by Auto India Best Brand Awards 2009.

SAP ACE AWARD 2007 The company won the SAP ACE 2007 Award for Customer
Excellence in the Most Innovative Net weaver Category.

TEAM TECH 2007 Award - TVS Motor Company bags TEAM TECH 2007 Award of
Excellence for Integrated use of Computer Aided Engineering Technologies See full report

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.

Market Potential and Brand Awareness Page 22


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.

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.

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.

Market Potential and Brand Awareness Page 23


Heritage
TVS Group - 100 years young The TVS group has always been inspired by a century long
mission and vision of its own destiny. It is not just a business but a way of doing business,
which sets TVS apart from others.

Back in 1911, to the founder of the company, the ordinary ambitions of a bus fleet operator
or a vehicle servicing business would not suffice. Rather, he wanted to create an enduring
business led by a family of likeminded workers and managers united by a set of shared high
principles.

Driven by this inspiration, the TVS group has today emerged as India's leading supplier of
automotive components. Today the TVS Group is the largest automotive component
manufacturer in India, with annual turnover of more than USD 4 billion.

The group has over 30 companies employing a work- force of 40,000 people.

Underlying the success of the group is its philosophy of commitment to the cherished values
of promoting trust, value and customer service. This was the personal philosophy of the
Group's Founder Shri T V Sundaram lyengar, and it remains the overarching code by which
the Group functions. Market leadership and rewards of business have followed naturally.

The inspirational heritage

although the letters TVS represent the initials of our founder, T V Sundaram lyengar, to us
within TVS they have always stood for Trust, Value and Service. The founder of the
company embodied these values and set an example for all employees to emulate.

TVS believes that the success of any enterprise is built on the solid foundation of customer
satisfaction.

Continuous innovation and close customer interaction have enabled TVS companies to stay
ahead of competition. Quality at TVS determines not only the end product but the systems,
Market Potential and Brand Awareness Page 24
processes and operations at all levels. The first four companies in India, which have won the
coveted Deming Prize are from the TVS group.

The business ranges across automobile component manufacturing, components distribution,


manufacturing of powered two-wheelers, computer peripherals, financial services, contract
manufacturing services and software development.

TVS Motor Company Ltd (TVS Motor) - member of the TVS group is the largest company
of the group in terms of size and turnover.
TVS Automatic Transmission Technology (TVSATT)

TVSATT - What is it?


A new technology that will enhance fuel efficiency by as much as twenty percent when
compared to the conventional technology deployed today.

Why was it developed?


The conventional rubber belt CVT equipped scooters deliver up to 20% worse fuel economy
compared to a standard motorcycle but CVT has the benefit of ease of riding.

The ultimate objective is to achieve the ease of riding of a CVT equipped scooter, with the
fuel economy of a standard motorcycle - develop a fuel efficient engine that can be used
across various platforms like Scooter, Motorcycle, Step-Thru's. How does it work? This
technology employs an Automatic Transmission in place of conventional Continuously
Variable Transmission Technology (CVT). This changes gears effortlessly through
electronic control, automatically selecting the gear ratios for a particular riding condition.
This enables the engine to run at its most efficient RPM (revolutions per minute) for a range
of vehicle operating conditions, thereby maximizing the engine performance to achieve peak
efficiency; overriding the requirement of a clutch.

Market Potential and Brand Awareness Page 25


The engine developed for this is compact, fuel efficient and can be used across product
forms like Scooter, Motorcycles and Step-Thru's. Some other important advantages of this
technology are
1. Lowest CO2 emission in Scooters
2. Low Floor Board
3. Space for luggage

This technology employs an innovative ECU (Electronic Control Unit) which enhances the
performance and fuel economy, giving greater convenience of riding. An advanced cooling
arrangement, which is based on the vehicle motion itself, avoids use of engine driven fan, thus
minimizing the additional consumption of fuel. The improvement in engine efficiency is
derived through friction reduction and multi map electronic ignition control, while
transmission efficiency is boosted through this new technology. What do you get? 20%
better fuel economy without compromising the riding comfort and convenience.

Type of Vehicle Fuel economy Convenience

Motorcycle High Low

Scooter Low High

TVS AMT High High

Product Range:-

Domestic Range 2 Wheeler Three wheeler TVS King International Range -2


wheeler
Apache RTR 180ABS International Neo XSI
Apache RTR 180 Domestic Rockz
Apache RTR F1 160 Apache RTR 160
Apache160hyper edge Apache 160
Flame DS 125 Metro
Flame SR 125 Star LX
Jive Victor GLX 125
Star City Victor GX 100
Sport Max 100
Wego Scooty Streak
Scooty Streak Scooty Pep +
Scooty pep + XL HD 2 Stroke
Scooty Teenz XL Super 2 Stroke
Market Potential and Brand Awareness Page 26
Product Profile
Various vehicle of TVS motors as follows

Apache RTR 160


ENGINE &
TRANSMISSION
Type 4 Stroke, 159.7 cc, Single
11.19 Kw (15.2 Bhp) @ 8500
Max. Power
rpm
Max. Torque 13.1 Nm @ 6000 rpm
Bore & Stroke 62mm X 52.9 mm
Compression Ratio 9.5:1
Carburettor Mikuni BS-26
Valve Train 2 Valves, Single Cam
Valves Per Cylinder 2 Valves
Power to weight ratio 111.76 Bhp / Ton
Starting Electric & Kick Start
IDI-Dual mode digital
Ignition
ignition

TRANSMISSION
Clutch Wet, Multi-Plate
Gear 5 Speed

CHASSIS
Type Double Cradle

SUSPENSION
Front Telescopic Forks, 105mm
Stroke
Rear Monotube Inverted Gas filled
shox (MIG) With Spring Aid

BRAKES
Front 270 mm Petal Disc
Rear 130 mm Drum

WHEELS AND TYRES


Rim size (Front) 1.85 x 17
Rim size (Rear) 2.15 x 18
Tyre size (Front) 90/90 x 17
Tyre size (Rear) 100/80 x 18

Market Potential and Brand Awareness Page 27


ELECTRICAL
Head lamp 35/35W Halogen HS1, Clear
lens
with MFR
Tail lamp 5W
Stop lamp 21 W
Turn signal lamp 10 W

DIMENSIONS & CAPACITY


Length 2020 mm
Width 730 mm
Height 1050 mm
Wheelbase 1300 mm
Saddle Height 790 mm
Ground Clearance 180 mm
Fuel tank capacity 16.0 lit
Reserve capacity 2.5 lit
Useable Reserve 1.7 lit

Performance

Better Performance - Smashing the threshold

Ask anyone who has taken a ride in the TVS Apache RTR and they will simply compare the
bike to a 250 cc. Delivering 15 bhp from a 160 cc engine, the bike is certainly tweaked for
performance. The pickup is terrific and one needs to feel the rev of the RTR engine to get a
feel of its spirit.

Performance and convenience - the Innovation drivers

Cutting Edge Racing - The RTR Promise

Market Potential and Brand Awareness Page 28


The story of the TVS Apache RTR goes a long
way down the Racing heritage of TVS Motor
Company. With expertise in racing for over 15
years, the company launched the TVS Apache
RTR (Racing Throttle Response) in 2007.
The bike is a good example of Racing heritage
brought to mainstream.

Like all Motocross bikes, the TVS Apache RTR


sports a short stroke engine, over-square, with a
bore stroke ratio of 5:4 - termed Racing
Throttle Response - providing instant
acceleration and a ride that needs to be
experienced.
The Ergonomics is track inspired, the riding position is unique in its class, adding to all this
is the aero dynamism of the vehicle. The rest of the features - digital speedometers, roto
petal disc brakes are completely from the track.

In its earlier avatar, TVS Apache 150 was the bike of the year - 2006 and has the unique
distinction of winning 6 awards in a year.

Awards

"Bike of the Year" CNBC-TV18 Auto car Auto Awards 2006


"Bike of the Year" OVERDRIVE Awards 2006
"Bike Of The Year" Business Standard Motoring Awards 2006
"Indigenous design of the year" OVERDRIVE Awards 2006
"Design of The Year 2006 - Two Wheelers" BBC Top Gear Design Awards 2006

Style and technology made affordable

Todays needs are very unique. While people want their bikes to be in line with the gadgets
they use, they are also keen to get value for money. Add to this the task of bringing out
cleaner, fuel efficient bikes, and the challenge becomes even tougher.

The R and D team at TVS Motor Company has worked efficiently in every aspect to provide
better bikes - better looks, better fuel efficiency and better performance.

Performance and convenience - the Innovation drivers


Cutting Edge Racing - The RTR Promise

Market Potential and Brand Awareness Page 29


Ask anyone who has ridden the RTR and they will simply compare the bike to a 250 cc.
Delivering 15 bhp from a 160 cc engine, the bike is certainly tweaked for performance. The
pickup is terrific and one needs to feel the rev of the RTR engine to get into its spirit.

Fuel economy, lower emission, lesser weight - The value Drivers

All technology features aimed at by all value around TVS have these as the
primary goals. While the performance aspect is taken to its optimum, the
engineers at TVS try to work towards building bikes that are easy to ride, at
the same time are easy on the environment.

Inspiration from aeroplanes - the magic of CCVTI

The CCVTI technology helps deliver higher power, at the same time
maintaining fuel economy. The CCVTi technology features total 3 ports, out
of which 2 different intake ports called Swirl port & Power port and 1
Exhaust port. Swirl port creates swirl motion of air-fuel mixture in the
combustion chamber. This Swirl motion helps in efficient combustion of
lean air-fuel mixture thus giving highest fuel economy in its class. Power
Port gives high flow rate, which is a greater air-fuel mixture, which helps in
delivering high power.

Convenience

Many features have been introduced for the first time in almost all vehicles of TVS Motor
from time to time. The cellphone charger in Scooty Pep or an indicator light which shows if
the rider is riding at optimum in TVS Victor - are examples of innovations in convenience.

Eco Dynamism

Alternative fuels are also a big avenue for study. The three wheelers launched recently will
be available in LPG and CNG models. Alternative fuels, lower fuel emission techniques are
a very important part of R and D at TVS Motor.
Ergonomics and styling
At TVS Motor, we believe that the rider
and the bike should unite at a point, and the
pleasure of riding happens then.

Ergonomics and styling are developed by


the company by being in constant touch
with the public. Adequate market research
is carried out before a product is put into
the manufacturing stage. With over 40
technicians working in the styling
Market Potential and Brand Awareness Page 30
department, the R and D Department of
styling is geared up to meet ever changing
demands of the discerning customer.
New vehicles like the TVS Apache RTR and TVS Flame stand testimony to the style
enhancements to a motorcycle today. The ergonomics and all the features are used to make
the motorcycle appealing to the younger generation while offering better performance.

Due to the introduction of IT (Computer Aided Design) in New Product Development, the
development cycle is reduced by half.

Neo-Bebek for Indonesia


The Company has launched its first product in Indonesia - the Neo, a Bebek. The styling
team visited Indonesia to study the culture and the people and have adapted many learnings
on to the product. Market research was further strengthened by having many features which
helped customers in their normal travel ways.
Efficiency
Fuel economy, lower emission, lesser weight - The value Drivers

The R and D Department focuses on bringing the best of innovation and technology to
mainstream.

All technology features are aimed at providing value to a customer - be it matching the
features - expectation or price point. While the performance aspect is taken to its optimum,
the engineers at TVS try to work towards building bikes that are easy to ride, economical to
maintain and at the same time are easy on the environment.

Inspiration from aeroplanes - the magic of CCVTI


The CCVTI technology helps deliver higher power, at the same time
maintaining fuel economy. The CCVTi technology features
total 3 ports, out of which 2 different intake ports called Swirl
port & Power port and 1 Exhaust port. Swirl port creates swirl
motion of air-fuel mixture in the combustion chamber. This
Swirl motion helps in efficient combustion of lean air-fuel
mixture thus giving highest fuel economy in its class. Power
Port gives high flow rate, which is a greater air-fuel mixture,
which helps in delivering high power.

Features that spell convenience


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.
Market Potential and Brand Awareness Page 31
Alternative Fuels and Hybrids
Alternative fuels are also a big avenue for study. The three wheelers launched recently will
be available in LPG and CNG models. Alternative fuels, lower fuel emission techniques are
a very important part of R&D at TVS Motor.
Eco dynamism - Green Bikes
At TVS every product is built as a green initiative. By being
responsible today, we believe we are enabling a better
tomorrow. Building fuel economical vehicles to positively
impact our ecosystem is at the heart of our Eco dynamism.
All technology features are aimed at providing value to a
customer - be it matching the features - expectation or price
point. While the performance aspect is taken to its optimum,
the engineers at TVS try to work towards building bikes that
are easy to ride, economical to maintain and at the same time
are easy on the environment.
Electric Scooty
Scooty Teenz EV - A first of its kind product innovation, this stylish and durable version of
Scooty is a pure electric vehicle, with 800 watts power that can touch a maximum speed of
40kph. The highlight of this exciting version of Scooty is that it not only has low running
costs and high durability, it also promises no pollution and no noise. Now isn't that music to
our ears?

85% recyclable parts did you know that by 2020 the scrap generated from end-of-life
vehicles in India will be about 2.5 million tonnes? And, as much as 40 per cent of this will
come from two wheelers. Sad fact is that India does not have any infrastructure to handle
scrap and also the number of vehicles available for scrapping now is not significant to justify
a huge investment on infrastructure now. While scrapping of old vehicles is looming large as
a national environmental issue, TVS can proudly assert that 85% of all TVS vehicles are
completely recyclable.
Manufacturing Excellence
Launch of 7 vehicles on the same day - Manufacturing Excellence makes this feasible at the
heart of the new product launches is the Production Team, setting to motion the dream put
forward by the R&D.

Driven by the Five Pillars of TQM the management philosophy is based on five
pillars of TQM (Total Quality Management) which rests on the foundation of Total
Employee Involvement, daily management and Kaizen (Continuous improvement).

The Total Employee Involvement the Total Employee Involvement program ensures that
responsibility for the company's performance is the shared responsibility of all levels of
employees. It provides all employees with the opportunity to be involved in breakthrough
activities and other improvements, over and above their daily routine.
Market Potential and Brand Awareness Page 32
Daily work management Daily work management consists of defining and
monitoring key processes, ensuring that they meet set targets, detecting abnormalities and
preventing their recurrence. TVS Motor encourages continuous improvement in all aspects
of work, using Cross Functional Teams (CFT), Supervisory Improvement Teams (SIT)
Quality Control Circles (QCC) and suggestion schemes the five pillars start with policy
management, which is used to arrive at the annual breakthrough objectives. There are
generally not more than three company objectives, arrived at after a detailed exercise, which
are deployed and reviewed periodically.
The company conducts an exhaustive range of training programs, utilising both in-house
skills and consultants from all over the world. The programs are conducted for all
employees, at all levels.
The Inspiration Moment - When we won the Deming Prize in Quality in 2002, we were the
only two wheeler manufacturer in the world to have won the award. However, our penchant
for quality continues as we work in line with the principles of Kaizen (Japanese for
Continuous improvement) and TQM (Total Quality Management).
TVS Motor Company Ltd (TVS Motor) - member of the TVS group is the largest company
of the group in terms of size and turnover.
Many firsts to the Automotive Industry in India

TVS has been at the forefront in bringing a revolution in the way personal commutation was
happening, way back in the 1980s. Beginning with launching a simple, easy-to-use moped for
the middle class in India in the 1980s to launching 7 new bikes in a single day (first time in the
history of the automotive industry in the world), TVS has often taken the unbeaten path to
innovation.

Ushering in the personal transportation revolution

1980 Launched TVS 50, India's first 2 seater 50 cc moped


1984 First Indian company to introduce 100 cc Indo - Japanese motorcycles
Launched India's First indigenous scooterette (sub - 100 cc variomatic) - TVS
1994
Scooty
1996 Introduced India's first catalytic converter enabled motorcycle, the 110 cc Shogun
1997 Introduced India's first 5 speed motorcycle, Shaolin
2000 Launched India's first 150 cc, 4 stroke motorcycle - The Fiero
2001 Launched India's first fully indigenously designed and manufactured motorcycle.
2004 Launched the revolutionary VT-I engine for the best in class mileage in TVS Centra
2006 Launched TVS Apache - first bike to win 6 awards in a row
2007 Apache RTR - first two wheeler in India to have racing inspired engine and features.
2008 TVS Flame, TVS Scooty Electric Vehicle and Three wheeler TVS King launched.
2009 TVS Apache RTR 180 and TVS Streak launched.
Market Potential and Brand Awareness Page 33
CHAPTER IV
DATA ANALYSIS & INTERPRETATION

TABLE: - 1

CLASSIFICATION OF RESPONDENTS ON THE BASIS OF AGE

Age No. of respondents Percentage

Below-20 20 20%
20-30 51 51%
30-40 19 19%
Above-40 10 10%
Total 100 100%
Table 1 - RESPONDENTS ON THE BASIS OF AGE

Concept of the table


The above table shows the classification of respondents on the basis of age.

Analysis
Majority of the respondents belongs to the age group between 20-30 (51%). The next highest
number of respondents belongs to the age group of 30 and 40 (19%), 20% of the respondents
are below 20 years of age just 10% respondents are below 40 years of age.

Market Potential and Brand Awareness Page 34


GRAPH:-1

CLASSIFICATION OF RESPONDENTS ON THE BASIS OF AGE

51%

20% 19%

10%

BELOW-20 20-30 30-40 ABOVE-40

Series1

Figure 6 1 RESPONDENTS ON THE BASIS OF AGE

Inference

Hence it can be inferred that majority respondents are between age group of 20-30 years.

Market Potential and Brand Awareness Page 35


TABLE:- 2

CLASSIFICATION OF RESPONDENTS ON THE BASIS OF SEX

Age No. of Percentage


respondents

Male 100 100%


Female 0 0%

Total 100 100%


Table 2 - RESPONDENTS ON THE BASIS OF SEX

Concept of the table

The above table shows classification of respondents on the basis of sex

Analysis

Maximum 100% are male.

Market Potential and Brand Awareness Page 36


GRAPH: - 2

CLASSIFICATION OF RESPONDENTS ON THE BASIS OF SEX

Female
0%

Male
Female
Male
100%

Figure 7 2 RESPONDENTS ON THE BASIS OF SEX

Inference

TVS Apache is mostly preferred by male rather than female, hence majority respondents are
males.

Market Potential and Brand Awareness Page 37


TABLE:- 3

CLASSIFICATION OF RESPONDENTS ON THE BASIS OF


OCCUPATION

Occupation No. of Percentage


respondents

Professionals 18 18%
Pvt. Employee 10 10%
Govt. Employee 12 12%
Business 20 20%
Student 40 40%
Total 100 100%

Table 3 2 RESPONDENTS ON THE BASIS OF OCCUPATION

Concept of the table

The above table shows classification of respondents on the basis of occupation.

Analysis

Maximum of 40% of the respondents belong to study category. Another 18% are professional.
Businessman occupies 20% share of the respondents.12% of the govt. employees. Private
employees occupy 18% of the total sample survey.

Market Potential and Brand Awareness Page 38


GRAPH: - 3

CLASSIFICATION OF RESPONDENTS ON THE BASIS OF


OCCUPATION

45%
40%
35%
30%
25%
20%
15%
10%
5%
0%

Figure 8 3 RESPONDENTS ON THE BASIS OF OCCUPATION

Inference

Hence it can be inferred that majority respondents are students.

Market Potential and Brand Awareness Page 39


TABLE:- 4
CLASSIFICATION OF RESPONDENTS ON THE BASIS OF
INCOME

Income No. of Percentage


respondents
50-000-100000 39 39%
100001-150000 21 21%
150001-200000 10 10%
Above-200000 7 7%
Nil 23 23%
Total 100 100%
Table 4 - RESPONDENTS ON THE BASIS OF INCOME

Concept of the table


The above table shows classification of respondents on the basis of income
Analysis
Here 39% of the respondents have an annual income between Rs.50000-100000, 21 % earns
between 100001-150001 in a year, 10% earn between Rs.15001-200000. Respondents whose
annual income in above Rs. 200000 one just 7 % of the total, 23 % have no income at all.

GRAPH:- 4
CLASSIFICATION OF RESPONDENTS ON THE BASIS OF
INCOME

45
40
35
30
25
20
15
10
5
0
50-000- 100001- 150001- Above- Nil
100000 150000 200000 200000

Figure 9 4 RESPONDENTS ON THE BASIS OF INCOME

Inference Hence it can be inferred that majority respondents belongs to an income group of
50000-100000.

Market Potential and Brand Awareness Page 40


TABLE:- 5

CLASSIFICATION OF RESPONDENTS ON THE BASIS OF


AWARENESS OF VARIOUS BRANDS OF TWO-WHEELERS

Brand name No. of Percentage


respondents
TVS 20 20%
YAMAHA 20 20%
BAJAJ 20 20%
LML 20 20%
HEROHONDA 20 20%
TOTAL 100 100%

Table 5 - RESPONDENTS ON THE BASIS OF AWARENESS

Concept of the table

The above table shows classifications of respondents on the basis of awareness of various
brands of two-wheelers.

Analysis

The survey depicts that the respondents are aware of all the above-mentioned brand names of
two-wheelers.

Market Potential and Brand Awareness Page 41


GRAPH:- 5
CLASSIFICATION OF RESPONDENTS ON THE BASIS OF
AWARENESS OF VARIOUS BRANDS OF TWO-WHEELERS

20

18

16

14 BAJAJ
YAMAHA
12
TVS
10
LML
8 HEROHONDA
6

Figure 10 5 RESPONDENTS ON THE BASIS OF AWARENESS

Inference

Hence it can be inferred that majority respondents are awareness of various brands of two
wheelers are equal.

Market Potential and Brand Awareness Page 42


TABLE:- 6

SHOWING PREFERENCE GIVEN BY RESPONDENTS TO


VARIOUS ATTRIBUTES OF BIKE

ATTRIBUTES NO OF PERCENTAGE
RESPONDENTS
Brand Loyalty 18 18%

Power & Pick up 12 12%

Riding Comfort 12 12%

Price 20 20%

Maintenance 12 12%

Mileage 12 12%

Resale value 14 14%

TOTAL 100 100%

Table 6 - RESPONDENTS TO VARIOUS ATTRIBUTES OF BIKE

Concept of the table

The above table shows marks given by respondents to various attributes of APACHE

Analysis

According to the survey 18 % respondent have given maximum importance to Brand loyalty.
The next most important attribute respondents look for in a bike is mileage according to 12%
respondent. Riding comfort is also one of the most important attribute people look for in bike
according 12% respondent. During Resale value & maintenance are among the next essential
attributes in a bike are the other important attributes.

Market Potential and Brand Awareness Page 43


GRAPH:- 6
SHOWING PREFERENCE GIVEN BY RESPONDENTS TO
VARIOUS ATTRIBUTES OF BIKE

25

20

15
PERCENTAGE

10 20
18

14
12 12 12 12
5

0
A B C C E F G
NO OF RESPONDENTS

Figure 11 - 6 RESPONDENTS TO VARIOUS ATTRIBUTES OF BIKE

A - BRAND LOYALTY
B - POWER & PICKUP
C - RIDING COMFORT
D - PRICE
E - MAINTENANCE
F - MILLEAGE
G - RESALE VALUE

Inference
Hence it can be inferred that majority respondents prefer price and followed by brand loyalty.

Market Potential and Brand Awareness Page 44


TABLE:- 7

SHOWING PREFERENCE OF RESPONDENTS REGARDING TWO:-


WHEELER BASED ON VARIOUS ATTRIBUTES

Attributes BAJAJ HERO TVS YAMAHA LML Total


HONDA
Good power & pick 35% 5% 32% 25% 3% 100
up
Combination of good 45% 8% 24% 20% 3% 100
power & mileage
Latest Technology 32% 4% 35% 25% 4% 100
and good aesthetics
Reasonable price and 40% 3% 37% 18% 2% 100
resale value
Safety & durability 40% 24% 35% 20% 5% 100

Table 7 - WHEELER BASED ON VARIOUS ATTRIBUTES

CONCEPT OF TABLE
The above table shows preference of respondents regarding two-wheelers based on various
attributes.
Analysis
According to 100 % of the respondents BAJAJ is the most preferred vehicle for good power
and pick up. TVS is the best as per 35% of respondents for combination of good power and
mileage and rest supporting the other brand of two-wheelers.

a. BAJAJ has the best sturdiness and carrying capacity according to 45 %


respondents. TVS is also best vehicle that can be ridden on any kind of roads
according to 24 % respondents.
b. BAJAJ has the latest technology and good aesthetics, the next best being TVS
with 35 % and rest respondents supporting the other brand vehicles.
c. BAJAJ according to 50 % respondents is the most preferred for easily
handling and road grip.
d. Maximum of 40 % of the respondents finds BAJAJ the safest and the most
durable two-wheeler. TVS as per 35 % respondents has low operating and
maintenance cost.
e. BAJAJ has the most reasonable price and resale value according to 40 % of
the sample survey. TVS & Yamaha is the next best according to 37 & 18 %
respondents.
f. The easiest availability of spares and good after sale service is provided by
TVS according to 35% of the respondents; only 30% respondents opted for
TVS for this attribute.

Market Potential and Brand Awareness Page 45


GRAPH: - 7.1

GOOD POWER & PICK UP

35%

30%

25%

20%

15%

10%

5%

0%
BAJAJ HERO TVS YAMAHA LML

BAJAJ HERO TVS YAMAHA LML

Figure 12 -7.1 GOOD POWER & PICK UP

Inference

BAJAJ has the best sturdiness and carrying capacity according to 45 % respondents. TVS is
also best vehicle that can be ridden on any kind of roads according to 24 % respondents.

Market Potential and Brand Awareness Page 46


GRAPH: - 7.2

COMBINATION OF GOOD POWER & MILEAGE

50

45

40

35

30

25
45
20

15
24
10 20

5
8
3
0

Figure 13 - 7.2 COMBINATION OF GOOD POWER & MILEAGE

Inference

BAJAJ has the best sturdiness and carrying capacity according to 45 % respondents. TVS is
also best vehicle that can be ridden on any kind of roads according to 24 % respondents.

Market Potential and Brand Awareness Page 47


GRAPH: - 7.3

LATEST TECHNOLOGIES

40

35

30

25

20
35
15 32
25
10

5
4 4
0

Figure 14 - 7.3 LATEST TECHNOLOGIES

Inference:-

BAJAJ has the latest technology and good aesthetics, the next best being TVS with 35 % and
rest respondents supporting the other brand vehicles.

Market Potential and Brand Awareness Page 48


GRAPH: - 7.4

REASONABLE PRICE AND RESALE VALUE

45

40

35

30

25

20 40
37
15

10
18
5
3 2
0
BAJAJ HERO TVS YAMAHA LML

Figure 15 - 7.4 REASONABLE PRICE AND RESALE VALUE

Inference:-

BAJAJ has the most reasonable price and resale value according to 40 % of the sample survey.
TVS & Yamaha is the next best according to 37 & 18 % respondents.

Market Potential and Brand Awareness Page 49


GRAPH: - 7.5

SAFETY & DURABILITY

EASY AVAILABILITY OF SPARES AND GOOD AFTER SALES


SERVICE

45

40

35

30

25

20 40
35
15
24
10 20

5
5
0
BAJAJ HERO TVS YAMAHA LML

Figure 16 - 7.5 SAFETY & DURABILITY

Inference

Hence it can be inferred that majority respondents prefer BAJAJ followed by TVS and other
brands of two-wheelers.

Market Potential and Brand Awareness Page 50


TABLE: - 8

SHOWING NUMBER OF USERS AND NONUSERS OF TVS


APACHE

No. of Percentage
respondents

Users 40 40%

Non-users 60 60%

Total 100 100%

Table 8 - SHOWING NUMBER OF USERS AND NONUSERS OF TVS APACHE

Concept of the Table

The above table shows numbers of users and non-users of TVS Apache

Analysis

Among the 100 samples considered for survey around 40 % of them are users of TVS Apache
and the remaining 60 % are non-users.

Market Potential and Brand Awareness Page 51


GRAPYH: - 8

SHOWING NUMBER OF USERS AND NONUSERS OF TVS


Apache

40%

60% USERS
NON-USERS

Figure 17 - 8 NUMBER OF USERS AND NONUSERS OF TVS Apache

Inference

Hence it can be inferred that majority respondents are non-users.

Market Potential and Brand Awareness Page 52


TABLE: - 9
SHOWING WHETHER RESPONDENTS HAVE ANY FUTURE
PLANS OF PURCHASING TWO-WHEELERS

No. of Percentage
respondents
Yes 40 66%

No 20 34%

Total 60 100%

Table 9 - RESPONDENTS HAVE ANY FUTURE PLANS OF PURCHASING

Concept of the Table

The above table shows whether respondents have any future plans of purchasing two-wheelers

Analysis

Regarding plans of purchasing two-wheeler in future 66% of the 100 respondents had
intentions of buying a two-wheeler 34 % of non-user respondents had no plans of buying a
two-wheeler.

Market Potential and Brand Awareness Page 53


GRAPH: - 9

SHOWING WHETHER RESPONDENTS HAVE ANY FUTURE


PLANS PURCHASING TWO-WHEELERS

34%

66%

Yes No
Figure 18 - 9 RESPONDENTS HAVE ANY FUTURE PLANS PURCHASING

Inference

Hence it can be inferred that majority respondents say yes.

Market Potential and Brand Awareness Page 54


TABLE: - 10

SHOWING REASONS FOR NOT BUYING TWO-WHEELER IN


FUTURES

Reason No. of Percentage


respondents

Already possessing 23 23%


Finance problem 28 28%
High price 19 19%

Got license 18 18%


To buy different two-wheeler 12 12%

Total 100 100%


Table 10 - REASONS FOR NOT BUYING TWO-WHEELER IN FUTURES

Concept of the Table

The above table shows reasons for not buying two-wheeler in futures

Analysis

20% already possessed the vehicle, 23% had finance problem and 28% due to the high price
of two-wheeler, 19% got license, 18% to buy different two-wheeler, 12% the two-wheeler I
wanted to ride came up.

Thus majority of the respondents wished to own a vehicle in near future against a small portion
of 30% who did not want a vehicle due to finance problem, high price, non-affordability etc.
but major cause of not buying was because they already possessed one.

Market Potential and Brand Awareness Page 55


GRAPH: - 10

SHOWING REASONS FOR NOT BUYING TWO-WHEELER IN


FUTURES

30
25
20
15
10
5
0

different
possessing

High price

Got license
Finance
problem

To buy
Already

two-

Figure 19 - 10 REASONS FOR NOT BUYING TWO-WHEELER IN FUTURES

Inference
Hence it can be inferred that majority respondents have finance problems.

Market Potential and Brand Awareness Page 56


TABLE: - 11

SHOWING IN CHOICE OF VARIOUS MODELS OF TVS

Models No. of Percentage


respondents
Apache RTR 160 44 44%

Victor GX 100cc 37 37%

Victor GLX 125cc 10 10%

Wego 6 6%

Star City 3 3%

TOTAL 100 100%

Table 11 - CHOICE OF VARIOUS MODELS OF TVS

Concept of the Table

The above table shows in choice of few various successful models of TVS.

Analysis

Among 44% of the respondents preferred to own Apache RTR 160 and 37% preferred
Victor GX 100cc, Victor GLX 125cc 10%, Wego 6% & Star City 3%.

Market Potential and Brand Awareness Page 57


GRAPH: - 11

SHOWING IN CHOICE OF VARIOUS MODELS OF TVS

6% 3% Apache 160 RTR


9%
Victor GX
45%
Victor GLX

37% Wego

Star City

Figure 20 - 11 CHOICE OF VARIOUS MODELS OF TVS

Inference

Hence it can be inferred that majority of respondents preferred TVS APACHE RTR 160.

Market Potential and Brand Awareness Page 58


TABLE: - 12

SHOWING REASONS FOR BUYING Apache RTR 160

Reasons No. of Percentage


respondents

More power 9 9%
Mileage 31 31%
Good aesthetics 19 19%
Technology & 27 27%
Eng.

Brand loyalty 14 14%


Total 100 100%
Table 12 - REASONS FOR BUYING

Concept of the Table

The above table shows reason for buying Apache RTR 160.

Analysis

Among 100 users a maximum of 31 % opted for Apache RTR 160 for more mileage, the next
technology and engineering (27% users), 19% users prefer Bajaj pulsar dtsi for good
aesthetics. 14% and 9% of the sample survey choose Bajaj pulsar dtsi for brand loyalty and
pick up respectively.

Market Potential and Brand Awareness Page 59


GRAPH: - 12

SHOWING REASONS FOR BUYING Apache RTR 160

35

30

25

20

15 31
27
10 19
14
5 9

0
MORE POWER MILEAGE GOOD AESTHETICS TECHNOLOGY & ENGG BRAND LOYALTY

Figure 21 - 12 REASONS FOR BUYING

Inference

Hence it can be inferred that majority of respondents preferred to buy Apache RTR 160.

Market Potential and Brand Awareness Page 60


TABLE:- 13

SHOWING SOURCES OF INFORMATION ABOUT Apache RTR


160

Media No. of Percentage


respondents
Print media 33 33%

Electronic media 17 17%

Family and friends 42 42%

Others 8 8%

Total 100 100%

Table 13 - SOURCES OF INFORMATION

Note: respondents have given multiple answer choices

Concept of the Table

The above table shows sources of information about Apache RTR 160.

Analysis

The major source of information through which people got to know more about Apache RTR
160 are family and friends 42%, print media 33% and electronic media17% others 8% are also
effective source of information to the public.

Market Potential and Brand Awareness Page 61


GRAPH: - 13

SHOWING SOURCE OF INFORMATION ABOUT APACHE


RTR160 Inference.

45

40

35

30

25

42
20

33
15

10
17
5
8

0
PRINT MEDIA ELECTRONIC MEDIA FAMILY AND FRIENDS OTHERS

Figure 22 - 13 SOURCE OF INFORMATION

Inference

Hence it can be inferred that majority of respondents received the information by family and
friends.

Market Potential and Brand Awareness Page 62


TABLE: - 14

SHOWING WHETHER THE USER FACED ANY PROBLEM


WITH TVS Apache RTR 160

No. of Percentage
respondents
Yes 7 7%

No 93 93%

Total 100 100%

Table 14 - WHETHER THE USER FACED ANY PROBLEM

Concept of the Table

The above table shows whether the users faced any problem with Apache RTR 160.

Analysis

Among the total number of users 93% did not face any problem with the TVS bike and its
performance. A minority of 7% respondents faced a few problems.

Market Potential and Brand Awareness Page 63


GRAPH: - 14

SHOWING WHETHER THE USER FACED ANY PROBLEM


WITH TVS Apache RTR 160

7%

Yes
No
93%

Figure 23 - 14 WHETHER THE USER FACED ANY PROBLEM

Inference

Hence it can be inferred that majority respondents did not faced any problems with TVS
Apache.

Market Potential and Brand Awareness Page 64


TABLE:- 15

SHOWING THE YEAR OF PURCHASE OF TVS bikes

Years No. of Percentage


respondents

2009 32 32%
2010 56 56%
2011 TILL 12 12%
DATE

Total 100 100%


Table 15 - YEAR OF PURCHASE OF TVS bikes

Concept of the Table

The above table shows the year of purchase of TVS bikes

Analysis

Among total number of user 32% purchased in 2009; 56% purchased in 2010, 25% purchased
till the date

Market Potential and Brand Awareness Page 65


GRAPH: - 15

SHOWING THE YEAR OF PURCHASE OF TVS bikes

12%
32%
2009

2010

2011 till date

56%

Figure 24 - 15 YEAR OF PURCHASE OF TVS bikes

Inference

Hence it can be inferred that majority respondents purchased the vehicle in the year 2009.

Market Potential and Brand Awareness Page 66


TABLE: - 16
SHOWING DIS-SATISFACTION BY TVS Apache USERS

No. of Percentage
respondents
STYLE 11 11%
PRICE 02 02%
MAINTENANCE 17 17%
SELF START 10 10%
FUEL EFFICIENCY 20 20%
PICK UP 10 10%
MILEAGE 20 20%
TECHNOLOGY 02 02%
AFTER SALES SERVICE 8 8%
Total 100 100%
Table 16 - DIS-SATISFACTION BY TVS Apache USERS

Concept of the Table

The above table shows dissatisfaction faced by TVS Apache users.

Analysis

Among respondents some did not like style, price, maintenance, self-start, fuel efficiency; pick
up, mileage, technology, after sales service problems.

Market Potential and Brand Awareness Page 67


GRAPH: - 16

SHOWING DIS-SATISFACTION BY TVS Apache USERS

25

20

15

10 20 20
17

5 11
10 10
8

2 2
0

Figure 25 - 16 DIS-SATISFACTION BY TVS Apache USERS

Inference

Hence it can be inferred that majority respondents are not satisfied by mileage and followed
by various other attributes.

Market Potential and Brand Awareness Page 68


TABLE: - 17

SHOWING VARIOUS SUGGESTIONS GIVEN BY


RESPONDENTS TO OVERCOME THE PROBLEMS FACED.

No. of Percentage
respondents
Increase mileage 35 35%

Colours 12 12%

Increase Adds 28 28%

Lower maintenance 25 25%

Total 100 100%

Table 17 - VARIOUS SUGGESTIONS GIVEN BY RESPONDENTS

Concept of the Table

The above table shows various suggestions given by respondent to overcome the problems
faced.

Analysis

To overcome the problems with the Bike the respondents suggest that there should be increase
mileage, its maintenance should be low, the vehicle should be left with some more new
colours, proper guidance regarding the care and maintenance of the Bike should be given to
the customers.

Market Potential and Brand Awareness Page 69


GRAPH: - 17

SHOWING VARIOUS SUGGESTIONS GIVEN BY


RESPONDENTS TO OVERCOME THE PROBLEMS FACED

25%
35%

Increase mileage
Colours
Increase Adds
Lower maintenance
28%
12%

Figure 26 - 17 VARIOUS SUGGESTIONS GIVEN BY RESPONDENTS

Inference

Hence it can be inferred that majority respondents suggested various aspects like, increase in
mileage, its maintenance should be low, the vehicle should be left with some more new colours
etc.

Market Potential and Brand Awareness Page 70


TABLE: - 18

SHOWING WHETHER THE RESPONDENTS ARE AWARE OF


MEGHDOOTH MOTORA

No. of Percentage
respondents
Yes 63 63%

No 37 37%

Total 100 100%

Table 18 - RESPONDENTS ARE AWARE OF MEGHDOOTH MOTORA

Concept of the Table

The above table shows whether the respondents are aware of MEGHDOOTH MOTORS or
not.

Analysis

Among the 100 respondents 63 % are aware of MEGHDOOTH MOTORS excluding 37 %


of them.

Market Potential and Brand Awareness Page 71


GRAPH: - 18

SHOWING WHETHER THE RESPONDENTS ARE AWARE OF


MEGHDOOTH MOTORS OR NOT

37%

Yes
63% No

Figure 27 - 18 RESPONDENTS ARE AWARE OF MEGHDOOTH MOTORS

Inference

Hence it can be inferred that majority respondents are aware of MEGHDOOTH MOTORS

Market Potential and Brand Awareness Page 72


TABLE: - 19

SHOWING RATING OF MEGHDOOTH MOTORS

Rating No. of Percentage


respondents
Excellent 12 12%

Good 48 48%

Bad 6 6%

Average 34 34%

Total 100 100%

Table 19 - RATING OF MEGHDOOTH MOTORS

Concept of the Table

The above table shows rating of MEGHDOOTH MOTORS.

Analysis

According to the respondents are of MEGHDOOTH MOTORS, 12% say it is excellent, 48%
as good and 6% as bad, and 34% as average.

Market Potential and Brand Awareness Page 73


GRAPH: - 19

SHOWING RATING OF MEGHDOOTH MOTORS

12%

34% Excellent
Good
Bad
Average
6% 48%

Figure 28 - 19 RATING OF MEGHDOOTH MOTORS

Inference

Hence it can be inferred that majority respondents rated MEGHDOOTH MOTORS as good.

Market Potential and Brand Awareness Page 74


TABLE-20

SHOWING SUGGESTIONS GIVEN BY RESPONDENTS


REGARDING IMPROVEMENT OF Apache RTR 160

Suggestion No. of Percentage


respondents
Increase pick up 23 23%
Improve road grip 9 9%
Improve sturdiness 7 7%
Improve aesthetics 12 12%
Reduce price 25 25%
Increase advertisement 10 10%
Improve after sales service 6 6%
Increase mileage 8 8%
Total 100 100%
Table 20 - SUGGESTIONS GIVEN BY RESPONDENTS

Concept of the table

The above table shows suggestions given by respondents regarding improvement of Apache
RTR 160.
Analysis

The respondents have suggested various improvements in apache RTR 160.

23% of respondents want to increase in pick up, and 9% want an improvement in road grip.
Improvement in sturdiness in suggested by 7%, 12% wants an improvement n aesthetics.

25% wants to reduction in. Price, another 10% wants more and more advertisements in
various Medias and a 6% needs improvement in after sales service. A minority of 8% wants
to increase the mileage of the bike.
This implies that most of the respondents have a compliment regarding the mileage
given by TVS Apache RTR 160 and the cost of Apache RTR 160. Thus care should be taken
on the above.

Market Potential and Brand Awareness Page 75


GRAPH:- 20

SHOWING SUGGESTIONS GIVEN BY RESPONDENTS


REGARDING IMPROVEMENT OF Apache RTR 160

30

25

20

15

25
23
10

12
5 9 10
7 8
6

Figure 29 - 20 SUGGESTIONS GIVEN BY RESPONDENTS

Inference

Hence, the majority of respondents suggested for increase in pick up and various other aspects.

Market Potential and Brand Awareness Page 76


CHAPTER V
SUMMERY OF FINDINGS

It can be inferred that majority respondents are between age group of 20-30

years.

Apache is mostly preferred by male rather than female, hence majority

respondents are male.

It can be inferred that majority respondents are students.

It can be inferred that majority respondents belongs to an income group of

50000-100000.

It can be inferred that majority respondents are aware of various brands of two

wheelers are equal.

It can be inferred that majority respondents prefer TVS apache followed by

BAJAJ and other brands of two-wheelers.

It can be inferred that majority respondents are non-users of TVS Apache RTR

160.

It can be inferred that majority respondents are willing to purchase the two

wheelers in future.

It can be inferred that majority respondents have finance problems.

It can be inferred that majority of respondents Apache RTR 160.

It can be inferred that majority of respondents preferred to buy Apache RTR160.

It can be inferred that majority respondents did not faced any problems with

Apache RTR 160.

Market Potential and Brand Awareness Page 77


It can be inferred that majority respondents purchased the vehicle in the year

2009.

It can be inferred that majority respondents are not satisfied by mileage and

followed by various other attributes.

It can be inferred that majority respondents suggested various aspects like,

increase in mileage, its maintenance should be low, the vehicle should be left

with some more new colours etc.

It can be inferred that majority respondents are aware of TVS Motors

It can be inferred that majority respondents rated TVS as good.

FINDINGS FOR TVS MOTORS

A. Among the 100 respondents, majorities of 63% are aware of TVS MOTORS
against a minority of 37 %.

B. According to the respondents are aware of TVS MOTORS, 12 % say it is


excellent, 48 % as good and 6 % as bad, and 34 % as average.

C. This shows that majority of respondents have a positive and good opinion about
TVS MOTORS sales and ambience.

Market Potential and Brand Awareness Page 78


CHAPTER VI
CONCLUSIONS

According to the survey TVS Motors is noticed that there is 100% of brand

awareness it requires publicity and need to spread out. Its been a new trend in

the market. Already it has gained good will and popular among people, still it

needs to reach out for all the consumers. TVS Motors should also start

producing other models and should add a different style and variety to their

product line according to consumers needs. This will surely attract more

customers, it exists goodwill help it enhance its position in the market. At the

same time it should try to maintain quality and standards.

Market Potential and Brand Awareness Page 79


CHAPTER VII
RECOMMENDATIONS AND SUGGESTIONS

Technical Suggestion:-

1. The bike has a four-stroke engine; it is expected to give good mileage. The bike should
give at least 40-45 kilometres per litre under city riding conditions. As against 50kmpl
declared by the company.
2. Brakes and road grip of the bike need to be improved.
3. The vehicles are expected to have lower maintenance cost which makes the customers
feel happy.
4. Seating arrangement of the vehicle should be changed.
5. Apache RTR 160 should be released with new attractive colours.

Commercial Suggestions:

1. The high price is one of the major barriers. The Bike should be priced below Rs 50,000,
(including accessories) which will necessary the sales.
2. Pulsar should advertise their new models in T.V, media to create awareness and attract
some more consumers and also company should give more and more advertisements
about the product in different medias like print media, electronic media so that it will
reach and every one.
3. Young people prefer two wheelers (especially students) than others. So the
advertisement and sales promotion should be aimed towards them.
4. The waiting period for the delivery of the vehicle should be reduced.
5. More authorized service station should be opened in city limits.
6. Vehicle loan should be extended to meet the middle class customers by reducing
monthly slab rate and interest rate.
7. Free services to vehicle should be increased.
8. Various kinds of discounts should be allowed on purchase of vehicles occasionally.
9. Credit period must be increased. It fetches high rate of sales.

Market Potential and Brand Awareness Page 80


CHAPTER VIII
QUESTIONARE
MARKET POTENTIAL AND BRAND AWARENESS TOWARDS
TVS Apache RTR 160
(PLEASE PUT TICK MARK WHERE EVER NECESSARY)

1. NAME : ____________________________

2. ADDRESS : ____________________________
____________________________
____________________________

3. AGE : BELOW- 20 ( )
20-30 ( )
30-40 ( )
40-50 ( )
50 & ABOVE ( )
4. SEX : MALE ( )
FEMALE ( )

5. OCCUPATION : BUSINESS ( )
GOVERNMENT ( )
EMPLOYEE ( )
STUDENT ( )
PROFESSIONAL ( )

OTHERS, PLEASE SPECIFY, ______________________________

6. Income (PA) Less than: 50,000-1, 00,000 ( )


1, 00,000-1, 50,000 ( )
1, 50,000-2, 00,000 ( )
Above 2, 00,000 ( )
7. Do you know that different brand of two wheelers?
BRAND AWARENESS
TVS Yes ( ) No ( )
Yamaha Yes ( ) No ( )
BAJAJ Yes ( ) No ( )
LML Yes ( ) No ( )
Hero Honda Yes ( ) No ( )

Market Potential and Brand Awareness Page 81


8. Please rate the following attributes of a two wheeler according to your degree of importance.

ATTRIBUTES PREFERENCE

Brand Loyalty

Power & Pick up Mileage

Riding Comfort

Price

Maintenance

Mileage

Resale value

9. If you are looking for the below mentioned attributes in a two wheeler which brand would
you prefer.

Attributes YAMAHA TVS BAJAJ LML HERO Honda


Good power & pick up
Combination of good
power & mileage
Sturdiness and carrying capacity
Can be ridden on any kind of road
Latest Technology and good
aesthetics
Easy handling and road grip
Safety, durability,
Low capacity and maintenance
Reasonable price and
resale value
Easy availability of
spares & good after
sales service

Market Potential and Brand Awareness Page 82


10. Do you have plans to buy a two-wheeler on ever future?

Yes [ ]
No [ ]

If no state the reason & go to question Number 12


_________________________________________
_________________________________________
_________________________________________

11. Please specify the reasons for not buying two wheelers in future

1 Already possessing

2 Finance Problem

3 High Price

4 Lot License

5 To buy different two wheelers

12. Which model of TVS do you prefer?

1 Apache RTR 160 [ ]


2 Victor GX [ ]
3 Victor GLX [ ]
4 Wego [ ]
5 Star city [ ]

13. What was your intention behind deciding for TVS Apache RTR 160?
1 More power [ ]

2 Mileage [ ]

3 Good aesthetics [ ]

4 Technology/Engineering [ ]
5 Brand Loyalty [ ]

6 Others specify [ ]

Market Potential and Brand Awareness Page 83


14. Please mention the source of information about TVS Apache?

1 Print Media [ ]

2 Family & Friends [ ]


3 Electronic Media [ ]

4 Others [ ]

15. Have you faced & problems with your vehicle?

Yes [ ] No [ ]

If yes, state them..

16. When do you purchased the TVS APACHE?

2008 [ ]

2009 [ ]

2010 [ ]

2011 [ ]

17. Attributes?

1 Style [ ]
2 Price [ ]
3 Maintenance [ ]
4 Self-Start [ ]
5 Fuel efficiency [ ]
6 Pick Up [ ]
7 Mileage [ ]
8 Technology [ ]
9 After Sales Service [ ]

Market Potential and Brand Awareness Page 84


18. Give suggestion to overcome the problem faced?
1 Increase Mileage [ ]
2 Colours [ ]
3 Increase Adds [ ]
4 Lower Maintenance [ ]

19. Do you aware of MEGHDOOTH TVS MOTERS?

YES [ ]
NO [ ]

20. Give your preference towards MEGHDOOTH TVS Motors?

1 Excellent [ ]
2 Good [ ]
3 Average [ ]
4 To Improve [ ]

21. Give your suggestion regarding improvement of TVS APACHE RTR 160?

1 Increase Pick-up [ ]
2 Improve Road grip [ ]
3 Improve Sturdiness [ ]
4 Improve aesthetics [ ]

5 Reduce Price [ ]
6 Increase Advertisement [ ]
7 Improvement after Sales & Service [ ]
8 Increase Mileage [ ]

PLACE:
DATE : SIGNATURE

Market Potential and Brand Awareness Page 85


CHAPTER IX
Bibliography

Books
Naresh K. Malhotra. (2010). Marketing Research (Old Edition). Pearson; Sixth edition.
Overdrive. (n.d.). Motorcycles. Overdrive.
Philip Kotler. (2010). Principles of Marketing 13 Edition (Old Edition). Pearson; Thirteenth
edition .
Philip Kotler, S.A.Sherlekar, Reddy, & Appannaiah. (n.d.). Marketing Management 15/e.
Pearson Education India; Fifteenth edition (2015).
Pillai R.S.N. , & Bagavathi . (1 Dec 2010). Modern Marketing Principles and Practices. S
Chand & Company.

Journals & Magazines


Auto India. (n.d.). TVS bikes spec. Auto India.
Car and bike international. (n.d.). New Generation bike. Car and bike International.
Indian express. (n.d.). Automobile - TVS . Indian express.
TOI. (n.d.). TVS Bike. The Times of India.

Websites

Digital Web Solutions Pvt. Ltd. (n.d.). New-Bikes Model-661-TVS-apache-rtr-160. Retrieved


from Automobile India: http://www.automobileindia.com/new-bikes/model-661-tvs-apache-
rtr-160-selfstart.html
Digital Web Solutions Pvt. Ltd. (n.d.). New Bikes - TVS Apache. Retrieved from Auto Mobile
India: http://www.automobileindia.com/new-bikes/search.html
TVS Bike. (n.d.). TVS Moter. Retrieved from Wikipedia:
https://en.wikipedia.org/wiki/TVS_Motor_Company
TVS Moters IND. (n.d.). tvsmotor index. Retrieved from TVS Moters IND:
http://www.tvsmotor.in/index.asp
TVS Moters team - Sales/Service related query. (n.d.). Features-rtr-160. Retrieved from TVS
Apache: https://www.tvsapache.com/
TVS Moters. (n.d.). TVS Moters. Retrieved from TVS Moters:
http://www.tvsmotor.in/apache-rtr-160.asp

Market Potential and Brand Awareness Page 86