INTRODUCTION

The TVS group was established in 1911 by Sri T.V. Sundaram Iyenger. TVS group commands a strong presence in manufacturing of two-wheelers, auto components and computer peripherals. TVS Motor Company's first launch was 50 cc Moped TVS 50 in August 1980. TV Sundaram Iyengar and Sons Limited which is the holding company for the TVS Group of companies.

INTRODUCTION
It is the first Indian company to introduce 100 cc Indo-Japanese Motorcycles in India in 1984. It has grown rapidly since it's beginning to become one of the prominent two-wheeler manufacturers in India. Today TVS is a well-known brand in the field of bike manufacturing.

INTRODUCTION
It collaborated with Suzuki Motor Corporation of Japan, for the manufacture of 100 cc motorcycles under the brand name of Ind-Suzuki Motorcycles. Subsequently, the company changed its name to TVS Suzuki Ltd. However, the collaboration with Suzuki was only for motorcycles. The collaboration with Suzuki ended in 2001 and thereafter, the name was changed to TVS Motor Company.

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 fulfillment and prosperity for employees, dealers and suppliers.

TVS Motor Company - Vision

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.

OBJECTIVES
TVS Motor will be responsive to customer requirements consonant with its core competence and profitability. Customer satisfaction by giving the customer the right product, at the right price, at the right time. To achieve a significant share for international business in the total turnover.

OBJECTIVES
TVS Motor believes that people make an organization and that its well-being is dependent on the commitment and growth of its people. TVS Motor will support and encourage the process of self-renewal in all its employees and nurture their sense of self worth.

OBJECTIVES
TVS Motor believes that people make an organization and that its well-being is dependent on the commitment and growth of its people. TVS Motor strives for long-term relationships of mutual trust and interdependence with its customers, employees, dealers and suppliers.

CORE & AUXILLARY NEEDS

CORE NEED
Transportation Transportation Transportation

AUXILLARY NEEDS
Fashion, lifestyle, costly, sporty look Fuel efficient, economy, mileage, fashion New graphics, stylish, eye catching colors User friendly, specially for ladies, economy, fashion, lifestyle

BRANDS
TVS Apache, TVS Apache RTR TVS Centra TVS Victor, TVS Fiero Fx TVS Scooty pep+, TVS Scooty Streak

Transportation

Approaches adopted by TVS

Orientation
Production concept Product concept Selling Concept Marketing Concept

Extent(F,P,N)
Partial Full Partial Full

Justify
Company recorded the growth. Innovative features like sporty , stylish. Level of economic activity. Aims to increase reach of unrepresented towns of country. Vision of building self reliant rural companies.

Societal Concept

Partial

TVS Company SWOT Analysis

Strengths
Ability to understand customers needs and wants Recognized and established brand name Effective advertising capability

TVS Company SWOT Analysis

Weakness
They have big gap between cubic capacities of its products. Its market share is reducing from last few years. Bikes are not attractive as compare to there competitors.

TVS Company SWOT Analysis

Opportunities
Global expansion Expansion of target market (include women) Become Indias leader in the scooter market

TVS Company SWOT Analysis

Threats
Suzuki Motorcycles can take away market share and cause joint venture to go sour Bajaj Motors and Hero Honda is a strong competitor

TVS Brands
TVS TVS TVS TVS TVS TVS Apache Apache RTR 180 Centra Fiero FX Flame Scooty Streak TVS TVS TVS TVS TVS TVS Star city Victor Edge Victor GLX 125 XL Super Scooty PEP+ Star

Features of TVS Brands

TVS Apache
New stylish split grab rail designed ergonomically Sporty eye-catching looks Lightweight foot pegs Designer racing stripes Good looking forged brake lever Aerodynamic air scoops Lightweight & stylish Black alloy wheels Digital Speedo console

Features of TVS Brands

Features of TVS Brands

TVS Apache 180 RTR
Rear disc brakes and fuel injection technology. 180 cc Engine LED Tail Lamps Petal Disc Brakes Service Indicators Wider Rear Tyres (110/80-17)

Features of TVS Brands

TVS Centra
Innovative VTI engine that claims mileage of about 72 km per liter in city conditions. Digitally controlled ignition timing and temperature sensors ensure reliability and fuel efficiency. Dual mode engine operation - economy and power. Equipped with fuel wastage reduction system and friction reduction technology. Power and economy indicator. Excellent body graphics, superb design, promises

Punch lines
TVS BRANDS
TVS Flame TVS Victor New GLX125 TVS Centra

PUNCHLINES
Set a million hearts aflame As Big As Your Dreams Fill it once a month Bike

Brand Ambassadors
TVS signs Sachin as brand ambassador Brand Ambassador for TVS VICTOR

Brand Ambassadors
Indian Tennis Star Sania Mirza Brand Ambassador For TVS Scooty Streak

Brand Ambassadors
Indian Cricket Team Captain M S Dhoni Brand Ambassador for TVS APACHE TVS STAR CITY

Brand Ambassadors
Telug Film Star Trisha Krishnan Brand Ambassadors for TVS Scooty Pep+

Brand Ambassadors
Surya Shiv kumar Telgu Film star Brand Ambassador for TVS STAR Sunil Shetty Bollywood Hero Brand Ambassador for TVS Flame

Competitor Analysis

Industry Competitor
Industry Industry Competitors
Bajaj Automobile Ltd Hero Honda Motors Limited

TVS Motors

Honda Motors Yamaha Corporation Ltd

Brand Competitors
TVS Brands
TVS Apache RTR 180 TVS Centra

Bajaj Brands
Bajaj Pulsar DTS Bajaj Platina

Hero Honda Brands

Hero Honda Karizma Hero Honda Splendor Hero Honda Passion plus

Yamaha Brands
Yamaha FZ16 -----

Brand Competitors
TVS Brands Bajaj Brands Hero Honda Brands
TVS Flame (125cc) Bajaj Discover TVS Victor ( 125cc) TVS Scooty pep+ (97.8cc) Bajaj Wave Hero Honda Glamour Hero Honda Pleasure Honda shine Honda Deo

Honda Brands

Competitors Objective

Objectives of Hero Honda

Being the most fuel efficient Company. To develop Appropriate product & excellent Quality. To Meet the demands of the sophisticated markets in Europe & America. To reach an unassailable pole position in the Indian Two Wheeler market. To maintain high standard of ethics & social responsibilities. To meet the quality performances & price aspirations of the customer.

Objectives of Bajaj
Providing Customer value for money. Keep an special eye upon Quality, Safety, productivity, cost & delivery. Quality improvement & customer satisfaction. High performance products across all categories. Great financial support network (For financing the automobile)

Competitors Strength & Weakness

Bajaj Automobile Ltd

Strengths
Highly experienced management. Product design and development capabilities. Widespread distribution network. High performance products across all categories. High export to domestic sales ratio.

Bajaj Automobile Ltd

Weakness
Still has no established brand to match Hero Honda's Splendor in commuter segment. Not a global player in spite of huge volumes. Not a globally recognizable brand (unlike the JV partner Kawasaki

Hero Honda Motors Limited

STRENGTHS:
Hero Honda introduced First stroke bike in the Indian market. Hero Honda gives good mileage. Huge sale network (3500 Dealers). Better sale service. It has the highest share in automobile sector. It has a good brand image. It gives better service for customers. Best customer preference.

Hero Honda Motors Limited

WEAKNESS:
Suppose to be very sophisticated. They have big gap between cubic capacities of its products. Its market share is reducing from last few years. Spare parts are too costly.

Whom to ATTACK & AVOID??

Competito Stron Weak Close Distan rs g t
Bajaj Hero Honda Honda Yamaha -

Good

Bad Attac k
-

Avoid

FOUR PS
Product
TVS Apache RTR TVS Centra TVS Fiero FX

Price
Rs. 63,990

Place
Company

Promotion
The company has started giving discounts and other offers to the customers on the purchase of new bike like festival offers through

Rs. 34,900-38,000

Dealers

Rs 45,000 - 50,000

Customers

TVS Flame

Rs.46,000.

FACTORS INFLUENCING BUYING BEHAVIOR

Factors
Cultural factors Social factors Personal factors Psychological factors

High/Low/medium
high medium high medium

Buying decision process

Need
The buying process begins with recognition on the part of the buyer. Need of buyers is transportation.

Information search
Personal Sources (family, friends etc.) Commercial Sources (Magazines, Promotional Materials). Public Sources (Newspapers, TV Commercials, Internet)

Buying decision process

Evaluate the alternatives
Buyers prefer various Brands before buying like Fuel Efficient, sporty looks, fashion etc some of the alternatives are: Honda Shine: fuel efficient bike Hero Honda Super Splendor/Glamour: Fuel efficient bikes ,comfort Bajaj XCD: Fuel efficient bike TVS Flame: handsome bike, fashion.

Buying decision process

Purchase decision
After the brand choice, the customer forms the intention to buy the Bike depending on his Income level, payment method decision.

Post purchase
After purchasing the bike the customer will experience some level of satisfaction or dissatisfaction.