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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.
1. Product concept
2. Production concept
3. Selling concept
4. Want and demand concept
5. Societal concept.
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.
(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
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.
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.
Market Potential and Brand Awareness Page 7
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.
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.
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
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.
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
Market Potential and Brand Awareness Page 9
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.
A general study on market potential and brand awareness towards TVS apache in Bangalore
city
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.
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.
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.
Methodology:-
Random survey has been used in the study. Primary data as well as secondary data
provided the basis for the study.
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.
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.
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:-
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.
Proprietor
Administrator
Reception
Sales Manager
Accounts
Manager
Assistent
Accountents
Cashier
Pre
Delivery
Insurance
R.T.O Security
Insurance
Reception
Supervisor
Mechanics
Helpers
Delivery
boy
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"
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
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
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.
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 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 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 will hone and sustain its cutting edge of technology by constant benchmarking
against international leaders.
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 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.
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.
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.
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)
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.
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.
Product Range:-
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
Performance
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.
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
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.
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.
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.
Due to the introduction of IT (Computer Aided Design) in New Product Development, the
development cycle is reduced by half.
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.
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.
TABLE: - 1
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
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.
51%
20% 19%
10%
Series1
Inference
Hence it can be inferred that majority respondents are between age group of 20-30 years.
Analysis
Female
0%
Male
Female
Male
100%
Inference
TVS Apache is mostly preferred by male rather than female, hence majority respondents are
males.
Professionals 18 18%
Pvt. Employee 10 10%
Govt. Employee 12 12%
Business 20 20%
Student 40 40%
Total 100 100%
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.
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Inference
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
Inference Hence it can be inferred that majority respondents belongs to an income group of
50000-100000.
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.
20
18
16
14 BAJAJ
YAMAHA
12
TVS
10
LML
8 HEROHONDA
6
Inference
Hence it can be inferred that majority respondents are awareness of various brands of two
wheelers are equal.
ATTRIBUTES NO OF PERCENTAGE
RESPONDENTS
Brand Loyalty 18 18%
Price 20 20%
Maintenance 12 12%
Mileage 12 12%
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.
25
20
15
PERCENTAGE
10 20
18
14
12 12 12 12
5
0
A B C C E F G
NO OF RESPONDENTS
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.
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.
35%
30%
25%
20%
15%
10%
5%
0%
BAJAJ HERO TVS YAMAHA LML
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.
50
45
40
35
30
25
45
20
15
24
10 20
5
8
3
0
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.
LATEST TECHNOLOGIES
40
35
30
25
20
35
15 32
25
10
5
4 4
0
Inference:-
BAJAJ has the latest technology and good aesthetics, the next best being TVS with 35 % and
rest respondents supporting the other brand vehicles.
45
40
35
30
25
20 40
37
15
10
18
5
3 2
0
BAJAJ HERO TVS YAMAHA LML
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.
45
40
35
30
25
20 40
35
15
24
10 20
5
5
0
BAJAJ HERO TVS YAMAHA LML
Inference
Hence it can be inferred that majority respondents prefer BAJAJ followed by TVS and other
brands of two-wheelers.
No. of Percentage
respondents
Users 40 40%
Non-users 60 60%
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.
40%
60% USERS
NON-USERS
Inference
No. of Percentage
respondents
Yes 40 66%
No 20 34%
Total 60 100%
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.
34%
66%
Yes No
Figure 18 - 9 RESPONDENTS HAVE ANY FUTURE PLANS PURCHASING
Inference
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.
30
25
20
15
10
5
0
different
possessing
High price
Got license
Finance
problem
To buy
Already
two-
Inference
Hence it can be inferred that majority respondents have finance problems.
Wego 6 6%
Star City 3 3%
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%.
37% Wego
Star City
Inference
Hence it can be inferred that majority of respondents preferred TVS APACHE RTR 160.
More power 9 9%
Mileage 31 31%
Good aesthetics 19 19%
Technology & 27 27%
Eng.
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.
35
30
25
20
15 31
27
10 19
14
5 9
0
MORE POWER MILEAGE GOOD AESTHETICS TECHNOLOGY & ENGG BRAND LOYALTY
Inference
Hence it can be inferred that majority of respondents preferred to buy Apache RTR 160.
Others 8 8%
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.
45
40
35
30
25
42
20
33
15
10
17
5
8
0
PRINT MEDIA ELECTRONIC MEDIA FAMILY AND FRIENDS OTHERS
Inference
Hence it can be inferred that majority of respondents received the information by family and
friends.
No. of Percentage
respondents
Yes 7 7%
No 93 93%
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.
7%
Yes
No
93%
Inference
Hence it can be inferred that majority respondents did not faced any problems with TVS
Apache.
2009 32 32%
2010 56 56%
2011 TILL 12 12%
DATE
Analysis
Among total number of user 32% purchased in 2009; 56% purchased in 2010, 25% purchased
till the date
12%
32%
2009
2010
56%
Inference
Hence it can be inferred that majority respondents purchased the vehicle in the year 2009.
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
Analysis
Among respondents some did not like style, price, maintenance, self-start, fuel efficiency; pick
up, mileage, technology, after sales service problems.
25
20
15
10 20 20
17
5 11
10 10
8
2 2
0
Inference
Hence it can be inferred that majority respondents are not satisfied by mileage and followed
by various other attributes.
No. of Percentage
respondents
Increase mileage 35 35%
Colours 12 12%
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.
25%
35%
Increase mileage
Colours
Increase Adds
Lower maintenance
28%
12%
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.
No. of Percentage
respondents
Yes 63 63%
No 37 37%
The above table shows whether the respondents are aware of MEGHDOOTH MOTORS or
not.
Analysis
37%
Yes
63% No
Inference
Hence it can be inferred that majority respondents are aware of MEGHDOOTH MOTORS
Good 48 48%
Bad 6 6%
Average 34 34%
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.
12%
34% Excellent
Good
Bad
Average
6% 48%
Inference
Hence it can be inferred that majority respondents rated MEGHDOOTH MOTORS as good.
The above table shows suggestions given by respondents regarding improvement of Apache
RTR 160.
Analysis
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.
30
25
20
15
25
23
10
12
5 9 10
7 8
6
Inference
Hence, the majority of respondents suggested for increase in pick up and various other aspects.
It can be inferred that majority respondents are between age group of 20-30
years.
50000-100000.
It can be inferred that majority respondents are aware of various brands of two
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 did not faced any problems with
2009.
It can be inferred that majority respondents are not satisfied by mileage and
increase in mileage, its maintenance should be low, the vehicle should be left
A. Among the 100 respondents, majorities of 63% are aware of TVS MOTORS
against a minority of 37 %.
C. This shows that majority of respondents have a positive and good opinion about
TVS MOTORS sales and ambience.
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
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.
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 ( )
ATTRIBUTES PREFERENCE
Brand Loyalty
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.
Yes [ ]
No [ ]
11. Please specify the reasons for not buying two wheelers in future
1 Already possessing
2 Finance Problem
3 High Price
4 Lot License
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 [ ]
1 Print Media [ ]
4 Others [ ]
Yes [ ] No [ ]
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 [ ]
YES [ ]
NO [ ]
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
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.
Websites