adaptation of unique strategies & increasing penetration of tvs scooty among all gender

8/4/2019 ADAPTATION OF UNIQUE STRATEGIES & INCREASING PENETRATION OF TVS SCOOTY AMONG ALL GENDER

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ADAPTATION OF UNIQUE STRATEGIES

& INCREASING

PENETRATION OF TVS SCOOTY AMONG ALL GENDER

BACHELORS OF MANAGEMENT STUDIES

SEMESTER V

SUBMITTED

In partial fulfilment of the requirement for the award of the

Bachelor in management studies.

By:

RANJANI VISHWANATHAN

ROLL NO: 40

COLLEGE NAME:

NES RATNAM COLLEGE OF

ARTS, SCIENCE AND COMMERCE.

BHANDUP (W),

MUMBAI-400601


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DECLARATION

I Ranjani vishwanathan the student of bachelors in management studies

semester V year 2011-2012 hereby, declare that I have completed the project

on ADAPTATION OF UNIQUE STRATEGIES

& INCREASING

PENETRATION OF TVS SCOOTY AMONG ALL GENDER

The information submitted is true and original to the best of myknowledge.

NAME:

RANJANI VISHWANATHAN

ROLL NO. 40

................................

STUDENTS SIGN

[RANJANI VISHWANATHAN]


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SR

NO.

TABLE OF CONTENTS PAGE

NO.

1 EXECUTIVE SUMMARY

2 INTRODUCTION

3 OBJECTIVES

4 FEATURES

5 SCOPE OF MARKETING

6 RESEARCH METHODOLOGY

7 SALES OF TVS SCOOTY-WEGO

8 AUTOMOBILE INDUSTRY

9 SOME OF THE FEATURES DESERVING IN

RESPECT OF TWO WHEELER SEGMENT IN

INDIA

10 ANALYSIS AND INTERPRETATION OF TVS

SCOOTY

11 ABOUT TVS SCOOTY

12 VISION STATEMENT

13 SIGNIFICANCE OF TVS SCOOTY

14 MARKETING

15 MARKETING OBJECTIVES

16 IMPORTANCE/BENEFITS OF MARKETING

17 KNOWLEDGE OF BUYING MOTIVES


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18 MEDIA PLAY A VITAL ROLE FOR PROMOTION

19 PRODUCT SALES & HIERARCHY OF

COMMUNICATION MODEL

20 TAG LINES OF MEDIA MARKETING SHOWING

STRATEGIES

21 RATE THE MEDIUM OF ADVERTISING THAT YOU

COME ACROSS THE MOST?

22 DO YOU KNOW ABOUT TWO WHEELER-WEGO?

23 INFLUENCE ON AGE OF BUYING DECISION

DESCRIPTION

24 WHY DO YOU HAVE TO USE TVS-WEGO

25 WHICH SCOOTY DO YOU USE?

26 WHAT MADE YOU TO BUY WEGO?

27 ARE YOU SATISFIED ABOUT THE EXPLANATIONABOUT THE BENEFIT/FEATURES/WARRANTY OF

VEHICLE?

28 5 SOURCES OF INFORMATION

29 INTERPRETATION

30 WHY DO YOU THINK THAT WEGO IS EASY TO DRIVE?

31 WHY DO YOU THINK THAT IT HAS A BODY BALANCE?

32 HOW DO YOU RATE THE METTALIC BODY OF WEGO?

33 IS WEGO A FUEL EFFICIENT SCOOTY?

34 HOW DO YOU RATE THE PRICE OF WEGO?

35 DEALER OF TVS IN ANDHERI FOR TEST FRIVE


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36 CONCLUSION

37 REFERENCES


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EXECUTIVE SUMMARY

Depth of sales of a particular product in a given market. The deeper the

penetration, the higher the volume of product sales. In order to expand the sales

of current products in markets where their products are already being sold,

marketers utilize market penetration strategies such as cutting prices, increasing

advertising, obtaining better store or shelf positions for their products, or

innovative distribution tactics.

TVS Scooty is the market leader in the Indian scooty market for women & also

all genderWego. Scooty is a brand targeted on young girl for scooty and well

Wego for all gender. Scooty had been in the market since 1994 and over a

period of time has evolved substantially in style and features that it offers. TVS

Scooty is the market leader in the young girls & wego for all gender segments.

The brand straddles both the big town confident and aspiring girl and the small

town hesitant girl and wego for all gender. The brand is retailed across 600 TVS

distributors and an equal number of multi brand outlets.

The current problem facing the company is how to increase penetration of

scooters among girls and Wego for all gender? How to make scooters an

absolute necessity for young girls and Wego for all gender across town classes

and thereby explode the market for scooters among women and wego for all

gender?


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Adaptation of Unique Strategies & Increasing

Penetration of TVS Scooty - Wego among All

Gender


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INTRODUCTION

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

Across the different strata in the society. Youth are ambitious for themselves and are moving

ahead to prove their potential. Youth today enrol in various programmes to enhance their

skills (like computer classes, entrance test preparations) which are besides regular classes and

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

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

classes, we still have the small town girl who is still a little hesitant/restricted by societal

norms to step ahead in the open to prove herself. Given the need to achieve, anything that

enables girls/women/boys to realize their true potential is more than welcome. This is where

personal mobility plays a big role. Personal mobility not only reduces dependence and saves

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

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

in a big way.

The current scooter penetration (among women and Wego for all gender in the riding age of

18-45 years) in India is only around 4% and this decreases further as we go down town class

and income class. Even in metros/mini metros the penetration of scooters is only around 15%.

This is low when compared to penetration of other white goods and consumer durable like

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

the penetration of scooters has not gone up significantly. Scooters are currently growing at

10% annually.


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OBJECTIVES

To understand the consumers attitude towards TVC products of theAutomobile sector

To understand the unique strategies by TVScampaign in college.

How Media plays a role in promotion of TVS sooty

To understand the influence of advertising on consumer behavior towards

them.

To find out the most preferred brand.

To know how TVS sooty.

To know 3600C penetration level


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FEATURES OF TVS SCOOTY

TVS isnt exactly new to the gearless scooter segment, with Scooty and its variants, the Pep,pep+ and the streak all stand testimony to the companies experience in this field, with almost

endless waiting periods for the current market leader, the Honda Activa, it was inevitable that

TVS would come up with a rival against the Japanese giant.

We take a close look at the machine and wonder if this two wheeler has what it takes to

grab the hearts of prospective scooter buyers. The Wego was first launched along with the

Jive back in November 25, 2009, TVS claimed to have spent a whopping 50 crore developing

this machine which is designed and marketed to be family friendly unlike the Scooty which

was for the Ladies. Priced slightly higher than the competition by about 1000Rs, the Wego

has plenty of features worth mentioning along with the good looks.


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Looks and Features: The styling is best described in one word Edgy, it

features muscles and curves all around its metal body with sharp looking

indicators just like on the Scooty streak and the white color that seems to have

been lifted straight from the RTR 180, its far from the conservative design

language of the Activa and the Duro. On closer inspection of the Wego, TVSs

trademark attention to detail in the design can be seen, take for example the air

vent below the seat, while most designers would be happy to go ahead and put

two holes there, TVS has given the Wego a cool looking transformers-logo-

style air vent, completewith a plastic mesh.

The tail lamps, they may seem ordinary but the three inverted-U shaped optical

tubes is almost identical to the tubes used on BMW cars to light up their brake

lights and corona rings.


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The very well done stitching on the rear seat and the design of the rear grab rail

both speak volumes about the effort that has been put into the creation of this

scooter, even under the seat there were no wires, imperfections or mechanical

bits visible, the key too followed the same tradition with a new fob design that

makes it look like it was of a car. The 12 inch silver alloy wheels with its

unique design also helps to set this bike apart from the crowd.


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Overall, the Wego definitely looks more stylish than the Activa but might not

go down as a good looking machine with everyone out there, particularly the

older crowd; it seems to suit a younger buyer with its energetic lines. Looks

aside, on the features front, the bike does have quite a lot to offer, firstly it

features an all metal body which is different to the Scootys which features a

fiber shell, the metal ensures longer life, stability due to the added weight, and

durability in the event of bumps and dents, there have also been two patented

features on the Wego, one is the EZ Stand, this is a spring operated stand with a

long kick lever, its designed and positioned in a way that makes it amazingly

easy to put the bike onto the centre stand, on testing it we found that it takes less

effort, to place the bike on the main stand, than lifting a bag of rice provided the

kick lever was firmly pushed to the ground, another patent has been applied for

TVSs Body Balance Technology, more about this in the Handling section, this

technology is a mix of components that enable the rider to have maximum

steering ability and maneuverability in traffic or at cruising speeds. The Wego

also features 12 inch alloy wheels for both front and back which is fitted with


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newly designed TVS Tyres. The scooter features twin telescopic front shock

absorbers and a gas filled rear spring.

There isnt any disc brake option for the bike and it features drum units for both

front and rear. Another interesting feature is the integrated front storage

compartment, this compartment isnt an add on accessory that seems to have

been bolted into place like on the Activa, it is part of the standard package, the

fuel lid is positioned right behind the seat and can be opened by inserting a key

on the left rear side of the bike, turning the key to the right opens the fuel lid

and the key can be turned to the left to open the seat.


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Other features include a hook beside the ignition key slot for hanging bags or

groceries weighing less than 3 Kgs, an optional under seat 12V socket for

mobile charging and an illuminated key ring.

Engine Performance and Drivability: The engine on the Wego is an all new,

all aluminum unit designed with two key principles in mind, low noise and less

friction. On paper, it is a 109cc engine that produces 8.1 Bhp of power. The

same basic engine was also featured on the Jive, TVSs no tension bike. On

the test bike I was given the battery was disconnected since it had just arrived

from the factory. So the only option was to kick start it. I put it into the main

stand and kept kicking it, on the third kick, the lever went all the way down

without any resistance and got me worried for a second, its only when I

touched the seat that I felt that the engine was on, this wasnt a noisy place at

the centre of town, it was a showroom on the side of a deserted highway at

noon, and still the silence of the engine really made an Impression As I got on

the highway, accelerating at full throttle, I remember a smile being put on myface by the scooter as I went on with the journey, there was an eerie silence


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about the engine, it literally felt like the Wego was running on butter instead of

petrol, the engine was that smooth and quiet, yet, TVS doesnt mention this

remarkable characteristic in any of the ads of the Wego, the company seems to

be following a policy of Promise less, Deliver more. Riding without a pillion,

I felt that the scooter had a decent level of pickup and acceleration; it was really

hard to compare it to my friends Honda Activa I rode later that day simply

because of the lack of engine noise.

In an Activa, on hard acceleration, the engine purrs audibly and the acceleration

can really be felt and due to the lack of the rev counter, the engine noise can

help in judging how fast the bike is accelerating in relation to the speed, but on

the Wego due to the suppressed sound, all there is, is the feeling of gliding

along, slowly getting faster and faster. Hence, in terms of a real world

comparison of the two scooters, the Activa felt slightly faster, this might be due

to psychological factors or because of the fact that TVS has turned its scooter

for better mileage than the rest. In the cities too, the engine feels stress free andready to move at every twist of the throttle, with the ambient noises in city


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areas, it felt like driving an electric scooter around. Overall, in the engine and

performance department, the Wego was impressive, not for its power, but for its

amazing refinement, I honestly have yet to come across a bike or a scooter that

has an engine that feels so pure and so smooth. With almost zero noise, theres

no doubt that its a job well done by TVS.

Ride, Handling and Ergonomics: The initial part of the test session covered

deserted highways which had a glass like smoothness to them, needless to say,

the bike felt rock solid on these roads, it was without a doubt, nimble and

sporty, requiring nothing more than a slight twist of the hip to lean the bike, the

bike did have great lean angles but the centre stand was always eager to touch

the ground when turning to the left.

At cruising speed, the Wego can take turns like a bee and is quite fun to ride

too, but our Indian roads in general are far from glass-smooth so I found a path

of bumpy inner roads to give the suspension a good work out.12 wheels are

standard at both the front and rear and also, the front end sports dual telescopic


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arms and the rear houses a single gas filled shock absorber, though the rear

suspension took every bump and pothole with smiles, the front suspension was

quick to transmit some of the bumps onto the handlebars, it wasnt the most

pleasant experience having my hands shaking like it was on a tractor engine

while going through some rough patches. But, the rear felt really comfortable,

the seat, though it seems flat, is actually curved well once a rider sits on it and is

also soft, this added to the ride quality of the scooter and made up for the hard

front end. To be honest, with the 12 wheels, I had expected a little more. But

things started to get into the right perspective once I started using the brakes

really well, the Wego, on hard braking, felt just like a two wheeler should feel,

planted and secure.

The front end dives in well and gives a great amount of feedback about the level

of grip on the tires; this was more bikes like and did not feel awkward even

when the front brakes were tried on a patch of mud. It feels predictable and safe

on braking despite the use of drum brakes. The 12 wheels also added to thefeedback of the whole setup. Rubber quality, to say the least was good and it


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definitely felt a lot better than the ones used on the Scooty but not quite up to

Activa standards. Speaking of the Wegos braking in comparison to the current

market leader, Activa, its almost entirely different, the Activa features a bottom

link, spring loaded hydraulic damper at the front, on the road this meant that the

front of the bike actually rises up on applying the brakes, which can feel odd

and also unpredictable on muddy roads, this issue is non-existent on the Wego

since it uses the bike-like telescopic Suspension System. In the city though,

TVSs body balance tech made its presence felt, with the least amount of

effort required to flick the bike in and out of traffic, and roads. This technology,

in my opinion consists of the 12 wheels, telescopic suspension in front, the

comparatively higher ground clearance and a well implemented front rear

weight distribution. The good brakes on the scooter also lent a bit of confidence

for taking it around at above average speeds. Overall, in the handling

department, the bike felt refreshing; it was sporty, nimble, predictable and

confidence inspiring, at the cost of being slightly bumpy on bad roads. Not bad

at all.


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THE VERDICT

The Wego is definitely an impressive machine; its got some really appealing

looks especially in that White color, sporty handling, good ride comfort, lots ofstorage space, mileage, and best of all, refinement. This scooter, without a doubt

goes into my books as the quietest two wheeler I have ever ridden. Looking at

the scooter segment from a business point of view, the Activa led the market

due to its very conservative and simple looks which appealed to everyone from

youngsters to adults, the Wego though has a more energetic styling, one that the

younger buyers would love and the older customers may loathe. On the whole

its a welcome addition to the 110cc scooter segment. With the level of

refinement and class that TVS has managed to cram into this little scooter, we

wouldnt be surprised if the Wego took a big bite into the pie, the Activa had all

to itself.

SCOPE OF MARKETING

Product planning & develop

Pricing

Advertising & publicity

Packaging

Branding & labelling

After sales service

Recruitment, selection, training & motivating of sales personnel

(sales forces) etc.


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MARKETING ORIENTATIONS

The Production concept: It holds that consumer will prefer products that

are widely available & inexpensive.

The product concept: It holds that consumer will prefer those products

that offer the most quality performance or innovative features.

The sales concept: It holds that consumer & business if left alone will

ordinarily not but enough of the organization product, the organization

must therefore undertake an aggressive selling & promotion effort

.

The marketing concept: It holds that the key to achieving its

organizational goals consist of the company being more effective than

competitors in creating, delivering & communicating customer value to

its chosen target market

The Societal marketing concept: It holds that the organization task is

to determine the needs, wants ,& interest of target markets & to deliver

the desired satisfaction more effectively & efficiently than competitors in

a way that preserves or enhances the customers & society well being


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RESEARCH METHODOLOGY

Target Population:Population of the research is the consumers who are

well aware of the two wheeler segment (TVS sooty) and who are above18 years of age

Research Design : Descriptive Research

Sampling design: Same as the sample element

Sampling Technique: Convenience sampling

Sample Size : 100 sampling units selected from the Target population

Contact Method: Researcher have contacted sampling units personally

and with the help of one to one interaction researcher have conductedsurvey. Also using face book and friends.

Extent: The location considered by the researcher is Mumbai city.


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Sales of TVS scooty-wego

Two- wheeler sales in the country have sky rocketed in the recent years, and the

annual sales of motorcycles in India expected to cross the 10 million mark by

2010. The low penetration of two-wheelers in the country 31 two-wheelers per

1000 citizens (2004) leaves immense scope for the growth of the market.

Overall the industry sales of two-wheelers have grown by 15% from 6.57

million in 2004/2005 to 7.57 million in 2005/2006. The buoyant Indian

economy with a growth rate of around 8% per annum is further expected to fuel

the growth of two wheelers in the country. The share of motorcycles have

increased over the years, while that of other two-wheelers like geared scooters,

scooters and mopeds have shown a negative growth or remained stagnant. The

two-wheelers have penetrated 7% of rural house hold and 24% of urban

markets, thus it leaves an immense scope for the market to grow.


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AUTOMOBILE INDUSTRY

Automobile Domestic Sales Trends

Category 2004-05 2005-06 2006-07 2007-08 2008-09 2009-10

PassengerVehicles

1,061,572 1,143,076 1,379,979 1,549,882 1,552,703 1,951,333

CommercialVehicles

318,430 351,041 467,765 490,494 384,194 532,721

ThreeWheelers

307,862 359,920 403,910 364,781 349,727 440,392

TwoWheelers

6,209,765 7,052,391 7,872,334 7,249,278 7,437,619 9,370,951

Grand Total 7,897,6298,906,42810,123,9889,654,4359,724,24312,295,397(Number

of Vehicles)

2010-11

2,520,421

676,408

526,022

11,790,30515,513,156

India is on every major global automobile player's roadmap, and it isn't hard tosee why: India is the second largest two-wheeler market in the world

Fourth largest commercial vehicle market in the world

11th largest passenger car market in the world Expected to be theseventh largest by 2016

Robust production


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GROSS TUNROVER OF THE AUTOMOBILE INDUSTRY

IN INDIA

Year (IN USD MILLION)2004-05 20,896

2005-06 27,011

2006-07 34,285

2007-08 36,612

2008-09 38,238

Conversion Rate Rs.40 = 1USD


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Domestic Market Share for 2010-11

Passenger Vehicles 16.25

Commercial Vehicles 4.36

Three Wheelers 3.39

Two Wheelers 76.00

Automobile Production Trends (Number ofVehicles)

Category 2004-05 2005-06 2006-07 2007-08 2008-09 2009-10 2010-11

PassengerVehicles

1,209,876 1,309,300 1,545,223 1,777,583 1,838,593 2,357,411 2,987,296

CommercialVehicles

353,703 391,083 519,982 549,006 416,870 567,556 752,735

ThreeWheelers

374,445 434,423 556,126 500,660 497,020 619,194 799,553

TwoWheelers

6,529,829 7,608,697 8,466,666 8,026,681 8,419,792 10,512,903 13,376,451

Grand Total 8,467,8539,743,50311,087,99710,853,93011,172,275 14,057,064 17,916,035


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Some of the features that deserve attention in respect of the

Indian two wheeler segment in India:

The total sale of two wheelers in India has touched a figure of 7.86

million units by March, 2007, up 11.42% from the previous fiscal figures

of 7.05 million. Production during the period reached 8.63 million units.

The production of two wheelers in India is expected to reach a staggering

17.85 million units by 2011-12, more than double of the current

production level.

The two-wheeler production capacity is to reach 22.31 million units in

2011-12 compared with 10.78 million in 2006-07.

India is likely to export 1.39 million two-wheelers in 2011-12 compared

with 590,000 in 2006-07.

Total investment for new capacity generation in two-wheeler segment is

likely to be more than $2.2 billion (INR10, 000 crore).

Hero Honda, Bajaj Auto and TVS Motor remain the leading players in terms ofsales and popularity of their two wheelers.

Automobile Exports Trends

(Number ofVehicles)

Category 2004-05 2005-06 2006-07 2007-08 2008-09 2009-10 2010-11

Passenger Vehicles 166,402 175,572 198,452 218,401 335,729 446,145 453,479

Commercial Vehicles 29,940 40,600 49,537 58,994 42,625 45,009 76,297

Three Wheelers 66,795 76,881 143,896 141,225 148,066 173,214 269,967

Two Wheelers 366,407 513,169 619,644 819,713 1,004,174 1,140,058 1,539,590

Grand Total 629,544 806,222 1,011,529 1,238,333 1,530,594 1,804,426 2,339,333


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presently is 9% and even after the expected growth rate 14-16%, the expected

penetration would not be more than 17% by 2011-2012

Increased Competition

Even with an under penetrated market, buoyed by demand from college girls and

Housewives, the gearless scooter segment has emerged as the second largest category

in the two-wheeler segment, after bikes. After the phenomenal growth of the youngest

entrant HMSI of 59%, the player likes Suzuki, Yamaha to add scooters to their India

product line. The two-wheeler manufacturers are fast revving up their strategies to tap

this growing segment and the segment has shown many of recent launches in last few

months. 2007 saw the launch of the two wheelers like

Kinetics Flyte

Bajaj Kristal

Suzuki Access


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2008 is likely to be all the more exciting, with Bajaj Auto Ltd (BAL) unveiling and

Honda Motorcycle & Scooters India (HMSI) coming up with a premium scooter

Aviator, taking the total number of launches in the segment to five in less than a year.

Competitors Analysis

While most of the scooters have positioned themselves as both womens and mens

segment, the positioning of Scooty, Hero Honda Pleasure and newly launched Kinetic

Flyte have been completely women oriented. I consider these two as main competitors

of TVS Scooty.

Hero Honda Pleasure

The most aggressive entry in the womens scooter segment was of Hero Honda

Pleasure in 2006. Targeting towards women of 1825 years, the Hero Honda product

has adopted an entirely womenoriented positioning for its first launch in the segment

and we found it to be the most potential competitor of TVS Scooty. The highlights of

Hero Honda Pleasures marketing Strategy


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Kinetic Flyte

Flyte comes from the collaboration between Indias leading scooter manufacturer

Kinetic Motor and Taiwans $1.1 billion automotive giant SYM. Flyte is targeted at

women, the fastest growing two

wheeler buyer segment in the country. It is

user friendly, innovative and equipped with updated technology. Bollywoods

successful and well known actress Bipasha Basu has been selected as its brand

ambassador. Flyte is loaded with numerous features, which the Indian market

has been exposed for the first time.

Population / Sample

To comprehend the triggers and barriers and the decision making process involved for

The laying out a method of increasing penetration we need to derive insights from the

survey of users/non users (women), parents and husbands as well as the dealers of the

two wheelers. Recent Communication strategies by different companies


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Table Brand Commercial Highlights and Targets

From the table below we see that the communication by all the companies practically

hovers around the similar concept of fashion, style and women empowerment and

upliftment rather than the actual functionality of the product.


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ABOUT TVS SCOOTY INDUSTRY

TVS Motor Company is the third largest two-wheeler manufacturer in India and

one among the top ten in the world, with annual turnover of more than USD 1

billion in 2008-2009, and is the flagship company of the USD 4 billion TVS

Group.

A bike for anyone

TVS Motor currently manufactures a wide range of two-wheelers from mopeds

to racing inspired motorcycles.

Motorcycles (Apache RTR 180, Flame DS 125, Flame, TVS Jive, Star City,

Sports)

Variomatic Scooters (TVS Wego, Scooty Streak, Scooty Pep+, Scooty Teens)

Mopeds (TVS XL Super, TVS XL Heavy Duty)

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.


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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.


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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

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

sustained effort through systematic training and planning career growth to

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

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

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

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

TVS Motor - Responsible Corporate Citizen

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

Environmental aspects with all business activities and ensures protection of

employees and environment including development of surrounding

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

interdependence with its customers, employees, dealers and suppliers.


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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 away 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.


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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.

VS believe 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, 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.


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TVS Motor Company is the third largest two-wheeler manufacturer in India and

one among the top ten in the world, with annual turnover of more than USD 1

billion in 2007-2008, and is the flagship company of the USD 4 billion TVS

Group

A bike for anyone

TVS Motor currently manufactures a wide range of two-wheelers from

mopeds to racing inspired motorcycles.

Export Performance Award

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.

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.


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MARKETING

Marketing is the backbone of the business. Today, marketing becomes

the lifeblood of the business. It is an essential activity for the satisfaction of

human wants and for raising social welfare. Production is base of marketing.

Marketing links producers and consumers together for mutual benefits.

Production will be meaningless if goods produced are not supplied to

consumers through appropriate marketing mechanism.

Marketing activities are conducted with the medium of money .all

exchanges are made through money. Such activities are conducted regularlythroughout the world. Modern marketing is global in character. Every

participant in marketing activities for the satisfaction of needs. Marketing is the

worlds oldest profession. In short, marketing is the study of exchange

processes.

Definitions of marketing:

Philip kotlerhas defined as marketing is human activity directed at satisfying

needs and wants through exchange processes

American marketing association (AMA) defined marketing includes all

activities having do with effecting changes in the ownership and possession of

goods and services. It is that part of economics which deals with the creation of

time and place and possession utilities and that phase of business activitythrough which human wants are satisfies by the exchange of goods and services

for some valuable consideration


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Marketing objectives

Marketing is managing profitable customer relationships.

Attracting new customers

Retaining & growing current customer

Marketing is not synonymous with sales or advertising

MARKETING MANAGEMENT

1 Marketing management is the art & science of choosing target

markets & building profitable relationships with them

2 Creating, delivering & communicating superior customer value is key.

3 Customer management: - marketers select customers that can be

served well & profitably.

4 Demand management: - marketers must deal with different demand

states ranging from no demand to too much demand.


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Importance / benefits of marketing

Satisfying human wants

Provides profit & goodwill to marketing enterprise

Improves the standard of living of the society

Brings economic growth

Provide channel of communication to business firms

Facilitates price control

Create utilities

Facilities introduction of new items


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KNOWLEDGE OF BUYING MOTIVES:

Increased turnover of the organization depends upon the successful handling

of customers. If the company wants to sell its product in the market it mustknow why people buy different articles. All customers buy in order to satisfy

their wants and desires. However this desire is not exactly same with all

customers. The buying motives are emotional in the character. Buying motive is

the base of the buying behavior of a customer. They include strong feeling,

urge, desire, drive or stimulus that makes a person to take the decision to buy.

Buying motive encourages the people to buy specific goods.

According to Prof. Duncan buying motives are those influences or

considerations which provide the impulse to buy, induce action or determine

choice in the purpose of goods or services.

In simple words, buying motives are the thoughts, emotions and instincts,

which arouse in the mind of the customer a desire to buy. Buying motives are

the aims or objectives due to which a customer decides to buy a specific articleor product.

The following are some important buying motives: -

1. Fear: One of the important motives is fear. It may be fear of death, fear of

loss, fear of the future, fear of property etc. tactful sales talk bringing the

appropriate fear into prominence would motivate the prospect into

immediate action. This motive sells all types of insurance, vitamin pills,

burglar alarms, etc.


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inhabiting effects; the receiver may economically block the massage by

turning it out, perceiving it selectively or denying its arguments outright.

The above diagram illustrates how these two counter effects operate to

produce the curvilinear relationship between fear and persuasion.

2. Profit/ gain: Every person purchases a product because he gains out of it.

He weighs the merit of the product against its price to decide whether to

buy it or not. If the advertiser has proper product knowledge and

knowledge of selling points he can easily prove to the prospect that his

product is more beneficial than the product of competitors. Moreover by

offering some discount and concessions or by explaining about gift

schemes he can easily induce the prospects to purchase the product.

3. Vanity: It is excessive pride. People possessing this buying motive have

a superiority complex. Therefore through advertising companies can

increase their sales by explaining this motive properly e.g. a customer can

be easily persuaded to purchase a particular product by watching ads that

explains to him that he can improve his social status by purchasing such a

useful item. Then he may be convinced to purchase it even if he does not

really require it.

4. Fashion: Fashion is based on crowd psychology. Fashion can be

described as the desire to imitate what others are doing. It is closely

linked up with pride or desire for importance. A young man purchases the

latest style of sports clothes or the businessman installs a well-known

cooling system in his office, each one is motivated by the desire to show

superiority and be in fashion.


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5. Sex or Romances: Sex is very important in case of sale of articles such

as fancy clothes, cosmetics, etc. This is mainly because of attraction of

opposite sex.

6. Love and Affection: This is an unselfish motive. Many men can be

motivated into immediate action by an appeal to their sense of duty or

love for their family or their desire to be of service to humanity, e.g. a

father purchases toys for his daughter out of love.

7. Physical Well-being or Health: Everyone likes to be fit and healthy.

Products like tonics, vitamin pills etc. can be sold by an advertisement by

exploiting this buying motive. The reason for success of health centres

today is due to possession of these buying motives among prospects.

8. Comfort and Convenience: Many products are purchased because

people want to feel comfortable. Therefore advertiser should properly

understand this motive and exploit it to increase sales e.g. he can easily

convince a working lady to purchase a refrigerator by explaining that she

can cook in the morning and store it in a fridge when she is away for

work. She can just warm up the food after she comes back from work.

This will make her job very easy. Consumer goods like Pillsbury Atta,

Knor soups, Maggie can be easily sold by exploiting this buying motive.

9. Curiosity: Psychologists describe Curiosity as a desire for new

experience or to know the latest things in the market. Products like books,

papers, magazines are sold on a large scale due to this buying motive.

Moreover travel agencies make profits due to curiosity of people to know

about new places.


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10. Habit: People buy certain products out of certain habits e.g. liquor,

cigarettes, etc. Habits can also be created by salesmanship and advertising

e.g. sales of pan masalas has increased due to heavy amounts of

advertising.

11. Jealousy: Jealousy is a desire to secure an edge over others. A person

may purchase a colour TV set just to show off to neighbours even if he

does not really need the product or a woman may purchase a diamond set

so that she can show off to her friends in parties even if she cannot afford

to purchase it.

12. Patronage: It can be brand loyalty. Many people have faith in certain

brands therefore they purchase the products of only that brand. Therefore

an advertiser should focus on to maintain brand loyalty.

13. Hobbies: People cultivate hobbies to spend their leisure time e.g.,

collection of coins, stamps, photography, playing games, etc. An

advertiser can increase his sales by understanding this buying motive of

his prospects.


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MEDIA PLAY A VITAL ROLE FOR PROMOTION OF TVS WEGO

BRAND

Meaning of Advertising and Publicity:

The powerful weapon in the armory of business community today is

advertising and publicity.It is a part and parcel of every business today and as

no business can survive and grow without advertising and publicity. As a matter

of fact today advertising and publicity is required in every walk of life.

Salesmanship alone will bring limited success in selling unless it is supported

by advertising and publicity. Both these activities are supplementary.

Advertising is impersonal salesmanship. The approach of salesmanship is

personal and direct. On the contrary, the approach of advertising is indirect and

it appeals to masses. Advertising creates proper background for salesmanship. It

brings customers to shops by creating a desire to purchase. Advertising is

called as salesmanship in print.

In the modern marketing process there is a tendency to use both advertising

and publicity interchangeably. Both these terms are treated as terms with the

same meaning and one is used for another.

The American Marketing Association defines the term advertisingas any

paid form of non personal presentation and promotion of goods, services or

ideas by an identified sponsor.


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In simple words, publicity means spreading of information relating to a

particular article. The main object of publicity is to influence the public opinion

or to bring something to the notice of the public at large. The term publicity is

wider than the term advertising. Advertisement is regarded as a part of

publicity. It is also a means of information to the public and aims at publicizing

the product. However, it is presented in the form of a specific appeal and is

usually presented in an attractive and decorative fashion. It is not only a source

of public information but also a tool of sales promotion. Advertisement is a

specialized technique of popularizing the product or service. That is why it is

described as salesmanship in print or in writing. However, both salesmanship

and publicity perform the same function. They make non-personal presentation

of goods and services. Thus, in practice these words are often used as

synonymous. It must, however be noted that all advertising is publicity but all

publicity is not advertising.

Advertising is useful for giving publicity to products, firms and manufacturers.

Modern advertising is based on human psychology.


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PRODUCT LIFE CYCLE AND HEIRARCHY OF COMMUNICATION:

HIERARCHY OF COMMUNICATION MODEL

CONVICTION

PREFERENCE

LIKING

KNOWELEDGE

AWARENESS

PURCHASE


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Hierarchy-of-Effects Model


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Scooterettes are sub 100 cc Variomatic scooters targeted specifically at the

fairer sex.

The brand was an instant hit in the market because of its low price and smart

positioning. The brand effectively identified the need for the TG and the

product was lapped up in the market. The segment for this brand is

a. College going teenagers

b. working ladies

c. Even Men

The market can be divided broadly into two based on the customer preference.

One set of customers prefer Functionality and another segment prefers style.

Scooty has been able to maintain the balance between both.

Marketing is the backbone of the business. Today, marketing becomes

the lifeblood of the business. It is an essential activity for the satisfaction of

human wants and for raising social welfare. Production is base of marketing.

Marketing links producers and consumers together for mutual benefits.


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Production will be meaningless if goods produced are not supplied to

consumers through appropriate marketing mechanism.

Marketing activities are conducted with the medium of money. All

exchanges are made through money. Such activities are conducted regularly

throughout the world. Modern marketing is global in character. Every

participant in marketing activities works for their satisfaction of needs.

Marketing is the worlds oldest profession. In short, marketing is the study of

exchange processes.


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Tag Lines of Media marketing showing strategies of TVS scooty

Power

Metallic Body


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Large Alloy Wheels

Under Seat Storage


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Contoured Seat space

External Fuel filling capacity


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Body Balance

International Colour shade

Latest Add Campaign wining four award for Wego


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Rate the medium of advertising that you come across the most?

Rate on a scale of 1-5 (1-lowest and 5- highest)

Medium 1 2 3 4 5

Television

Radio

Newspaper

Hoardings

Internet

College promotion

Cinema

0

10

20

30

40

50

60

70

80

20-30 30-40 40-50


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Do you know about two wheelerWego?

SAMPLE BREAKUP:

All know about TVS - Wego

Male Female Total

20-30 20 20 40

30-40 20 20 40

40-50 10 10 20

Total 50 50 100

0

10

20

30

40

50

60

70

80

20-30 30-40 40-50


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INFLUENCE ON AGE OF BUYING DECISION

DESCRIPTION:

Table shows the different age class of customers and its influence on buying

decision of Wego:

AGE GROUP NO.OF RESPONDENTS PERCENTAGE

20-30 6 12%

30-40 21 42%

40-50 18 36%

50-60 5 10%

TOTAL 50 100%

0

20

40

60

80

100

120

20-30 30-40 40-50 Total

Female

Male


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Why do you have to use TVS Wego?

- Wego

Male Female Total20-30 14 17 40

30-40 7 15 40

40-50 6 13 20

Total 50 50 100

0

50

100

150

200

250

20-30 30-40 40-50 Total

- Wego Total

- Wego Female

- Wego Male


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Which scooty do you use?

TABLE1

S. No.

Features No. of Respondents %

1. BBAJAJ AUTO 23 23

2. TTVS MOTOR 8 8

3. HERO HONDA 9 9

4. Not used any vehicle 34 34

5. Some Other vehicle 26 26

100 100

Inference:

34% of the customers previously not used any vehicle, 26% used some other vehicle,

23% used Bajaj, 9% H-Honda and 8% used TVS.

CHART - 1

Do know about TVS Brand

Do you know about Wego brand scooty by TVS

Who do like the style of wego

23

8 9

34

26

0

5

10

15

20

25

30

35

40

Bajaj Tvs H-Honda Not used

Any vehicle

Some

Other

Vehicle

Bajaj

TVS

H-Honda

Not used any vehicle

Some Other vehicle

No. of Respondents

Vehicle used before
http://auto.indiamart.com/bajaj-auto/http://auto.indiamart.com/bajaj-auto/http://auto.indiamart.com/tvs-suzuki/http://auto.indiamart.com/tvs-suzuki/http://auto.indiamart.com/hero-honda/http://auto.indiamart.com/hero-honda/http://auto.indiamart.com/tvs-suzuki/http://auto.indiamart.com/bajaj-auto/


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What made you to buy Wego?

TABLE

S. No. Features No. of Respondents %

1. Model 23 23

2. Price 13 13

3. Quality 21 21

4. Brand Name 29 29

5. Other Benefits 14 14

100 100Inference:

29% of the customers opted TVS wego vehicle basing on the brand name, 23%

basing on the model, 21% basing on the quality, 14% basing on other benefits and 13%

basing on the price.

CHART2

Are you satisfied about the explanation about the benefit / feat

23

13

21

29

14

05

10

15

20

25

30

35

Model Price Quality Brand

Name

Other

Benefits

Model

Price

Quality

Brand Name

Other Benefits

No. of Respondents

Reason for buying TVS Wego


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Are you satisfied about the explanation about the benefit / features /

warranty of the vehicle and the financial schemes and the delivery

procedure at the time of purchase?

TABLE

S. No. Features No. of Respondents %

1. Delighted 4 4

2. Very satisfied 27 27

3. Satisfied 45 45

4. Somewhat dissatisfied 12 125. Very dissatisfied - 0

6. No response 12 12

100 100

Inference: 45% of the customers are satisfied about the explanation about the benefits,

features, etc., at the time of purchase, 27% are very satisfied, 12% are some what dissatisfied,

4% are delighted and 12% had not responded to the above question.

CHART

5 SOURCES OF INFORMATION DESCRIPTION:

4

27

45

12

0

12

0

5

10

15

20

25

30

35

40

45

50

Delighted Very satisfied Satisfied Somewhatdissatisfied

Verydissatisfied

No response

No.ofRespondents

Satisfaction Level

Delighted

Very satisfied

Satisfied

Somewhat dissatisfied

Very dissatisfied

No response


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Table shows the sources from which the customers get information about

their purchase:

SOURCES NO. OFRESPONDENTS

PERCENTAGE

Television 22 44%

Newspaper 3 6%

Personnel sources 6 12%

Product demos 2 4%

sales

representatives

5 10%

Experienced users 12 24%

TOTAL 50 100%


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INTERPRETATION

From the above chart it can be found that 44% were influenced by the TV

advertisement. 24 % influenced by experienced users, 12% were influenced by

Personal sources and 10% were influenced by sales representatives. News paper

and product demos were influenced by 6% and 4% respectively

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

20-30 30-40 40-50 Total

Female

Male


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Why you think that it has a body balance?

Male Female Total

20-30 20 19 40

30-40 17 14 40

40-50 8 6 20

Total 50 50 100


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How do you rate the metallic body of Wego?

Male Female Total

20-30 10 13 4030-40 9 11 40

40-50 8 10 20

Total 50 50 100


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Is Wego a fuel efficient scooty?

Male Female Total

20-30 18 20 4030-40 15 18 40

40-50 19 17 20

Total 50 50 100


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How do you rate the price of Wego?

Male Female Total

20-30 18 17 4030-40 15 16 40

40-50 14 14 20

Total 50 50 100


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Dealer of TVS in Andheri for Test drive


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CONCLUSION

The overall performance scooty body-balance, style and fuel efficient,

colour easy to drive scooty and the price is satisfactory to many of the

customers. Nothing in the world can be perfect. Some faults are seen in the

services though not major ones but some of the problems may give side effect

and make cause more trouble in the future. So the problems need to be

identified and solved immediately. Some of the main things are as follows.

Prompt delivery should be made.

Charges are high and need to be decreased.

The efficiency of workers is to be increased.

Check list should be maintained so that any other extra jobs that

the customers are unaware can be solved.

If the problems identified are solved effectively, then the

customer satisfaction level increases on the organization.


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REFERENCE

Marketing Management (the Millennium edition & 8th

Edition)

PHILIP KOTLER

Site

www.saim.com

www.search engine.com

www.tvs.com

Corporate today : Magazines

Auto magazines
http://www.saim.com/http://www.saim.com/


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adaptation of unique strategies & increasing penetration of tvs scooty among all gender

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