50 PART-A IP Center G U N T U R Enrollment No. 0 9 1 0 2 0 2 7 Name of the Student SW A R O O P K U M A R V Program Scooty Streak Carnival Name of the Faculty Guide M S I V A K O T I R E D D Y Name of the Company Pioneer TVS Address of the Company Pioneer TVS, Near Congress Office , G.T. Road Guntur Pin: 5 2 2 0 1 1 Name of the CEO CH U K K A P A L L Y R A M E S H Address of the CEO Pioneer TVS, Near Congress Office , G.T. Road, Guntur Phone (Off.) 0 8 6 3 6 4 5 3 6 66 Phone (Res.) Fax (Off.) Email [email protected]Name of the Company Guide G N A R E S H Designation of the Company Guide AR E A C O O R D I N A T O R Contact details of the Company Guide Naresh(Scooty Programmes), Pioneer TVS, Near Congress Office Road, G.T.Road, Guntur Phone (Off.) 0 8 6 3 6 4 5 3 6 66 Phone (Res.) 9 5 8 1 3 6 3 6 3 6 Fax (Off.) Email [email protected]
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PART-AIP Center G U N T U R
Enrollment No. 0 9 1 0 2 0 2 7
Name of the Student S W A R O O P K U M A R V
Program Scooty Streak Carnival
Name of the Faculty Guide M S I V A K O T I R E D D Y
Name of the Company Pioneer TVS
Address of the Company
Pioneer TVS, Near Congress Office ,
G.T. Road
Guntur Pin: 5 2 2 0 1 1
Name of the CEO C H U K K A P A L L Y R A M E S H
Address of the CEO
Pioneer TVS, Near Congress Office , G.T. Road, Guntur
Business cannot be done in vacuum; hence it is effected by
many sources. Generally, the environment of any business can be classified into:
Micro Environment
Macro Environment
The micro environment is a controllable environment and macro environment is
uncontrollable as it is effected by some forces that are external to the business.
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Micro Environment
The micro environment of any business is controllable because it effected by the forces within the organization and hence it is known as ‘Controllable Environment”. This environment consists of an integral part which is known as the “Internal Environment”. The forces that effect the internal environment are:
Men
Money
Machinery
Materials
The other forces of micro environment are:
Customers
Stakeholders
Suppliers
Macro Environment
The macro environment consists of all those factors that will effect the business externally. They will effect the business indirectly. These factors comprise of:
Political Environment Legal Environment Technological Environment International Environment Socio Cultural Environment
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Technology
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The Technology : Technology plays a key role in any business. It cannot be viewed that
technology replaces man power but reduces the effort of humans and increases the
productivity and efficiency. Due to many technological changes the impact of
technology increased and it began to stand as the winning edge for the companies
and gives competitive advantage to the company. Pioneer TVS is much influenced
by the technology. It uses an ERP program installed by the WIPRO technologies. It
played a key role for reducing the overheads and increasing the efficiency. TVS
Motors is known for technological breakthroughs. The products are also reflections
of new technologies. “Jive” is the best example for this which is the first automatic
clutch motor bike. It is also trying to come out with new look auto rickshaws in
Indian market.
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SWOT Analysis:
Strengths
Huge Sales network(3500 dealers)
Better Sales Service
Market Share
Brand Image
Debt Equity ratio is 0.1
Weaknesses
Most of the products are not suited for rural India
They have big gap between cubic capacities of its products
Reducing market share from few years
Cost of spare parts
Opportunities
Increasing demand for the gear less vehicles
Expansion of markets
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Threats
Strong R&D of the competitors like Bajaj, Yamaha, Honda, e.t.c.
The advancements of the vehicles of other companies are for better when
compared to TVS.
Business Objectives:
Scooty Streak Carnival is a program initiated in order to create some
awareness about the brand TVS Scooty pep+ and Scooty Streak. TVS Motors has
also started a driving institute named, “Scooty Driving Institute”. This institute is
started in order to teach driving and safety rules for driving for women. This costs
500/- per each woman and they will be taught how to drive the scooty on
company’s bike in a spacious ground within a week. In order to promote the
driving institute and the bikes this “Scooty Streak Carnival” is initiated. The target
customers for this program are young ladies and house wives. This program
consists of following tasks:
Campaigning at the colleges and the apartments.
Conducting some games and giving some gifts.
Test Drives for the students and the house wives.
Collecting information of the individuals at the campaign.
Formulating actions and identifying colleges and the apartments.
Getting permissions from the respective colleges and the apartments for
conducting the events.
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Weekly Targets:
The whole process is divided into weekly basis and the process
and the targets for each week are as follows:
Conducting the campaign at 3-4 colleges.
Distributing stickers along with leaflets to children in utmost 2 schools per
week.
Conducting the campaign in 2 apartments (only on weekends).
Collecting information of all the participants and saving them in excel sheets
along with their phone numbers.
Identifying the colleges and apartments for the next week and getting
permissions for them.
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PART-C
ORIENTATIAON REPORT
CONTENTS
1. Introduction
2. Topics Covered Under The Orientation Program
3. Branding Strategies
4. Analysis Of Past Activities
5. Planning For The Activities To Be Carried Out Further
6. Promotional And Advertising Campaigns
7. Situations Handling
8. Group Co- Ordination
9. Understanding Customers Of Different Segments
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Introduction:
The plan is to use a program, “Scooty Streak Carnival” in order to sell 4 bikes
per team member. “Scooty Streak Carnival” is initiated in order to create brand
and product awareness for TVS Scooty Streak and this act as a smooth platform for
the upcoming WEGO.
This programme comprises conducting events in colleges and apartments.
Most part of the program consists of conducting events in colleges. The
target customers in colleges are Intermediate girls and Fresher's in Engineering
Colleges and Degree colleges.
Carnival is conducted in apartments on every Saturday and Sunday.
The program is based on women and the children in the apartments. In
schools we distributed labels along with time tables and pamphlet regarding the
“SCOOTY DRIVING INSTITUTE”.
This is process is directed towards the mothers of the children who will get
information regarding the SCOOTY DRIVING INSTITUTE through the pamphlets
given to their children.
Apart from getting brand awareness this event will also help in creating some
publicity for the “Scooty Driving Institute”. This institute is a driving school for
ladies who wish to learn driving scooties. There will be some lady trainers who
assist the trainees in order to learn the scooties. The pay for this institute is Rs
500/- and this will be given as discount if they wish to buy a Scooty from TVS
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Motors. Hence this event can also be considered as publicity for the “Scooty Driving
Institute”. The plan is to use this program in order to sell 4 bikes per team member.
Topics Covered Under Orientation Program:
Detail history of TVS Motors.
Product knowledge about Scooty pep+ and Scooty Streak.
Target Customers of the Scooties.
Explanation about the event that has to be conducted.
Projecting the results of event to future sales
Corporate training.
Branding Strategies:
As the program is about creating brand awareness, the importance is
more for branding. The strategies for branding are as follows:
A demo tent covered with a banner which consists of brand names, Scooty
Streak and Scooty pep+, address of the showroom, Pioneer TVS and photos of the
brand ambassador, sania Mirza.
Individual banners showing the name of the event, “Scooty Streak Carnival”,
is used at the event venue.
Showcasing the bikes near the demo is also the part of branding.
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Also a banner giving the information regarding the “Scooty Driving Institute”
is a branding strategy.
The games that are conducted like cross words, finding the hidden words and
telling the features of the bikes is also the part of branding.
Even the t-shirts we wear at the event consist of brand names.
Analysis of the Past Activities:
The programme that is being taken up by our team is a new idea
blending innovative thoughts with the ideas of previous programmes that the
company is taking up regularly in its territories. At the orientation program, our
company guide, Mr. G. Naresh Kumar has given an analysis of past activities.
A presentation comprising of the information of all the past events that were
taken up was presented by the company guide.
Detailed analysis about the games that were conducted and that revealed
that the games are only about highlighting the features of the bikes.
This analysis helped us in creating new games like cross words and
identifying the hidden words which consists of names of all the products from TVS
Motors which helps in creating product awareness.
The past event also helped us to understand that the importance behind
entertaining the crowd at the event to make the event success.
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Planning For the Activities to Be Carried Out Further
After the orientation program is completed an action plan is prepared. In
order to complete the target, 22 colleges and 10 apartments were indentified. The
event was planned in such a way that the students and the people in the apartment
will not get vexed through this program. The plan regarding the games was taken
up and we charted out some games that will be entertaining as well as help us in
brand building.
Promotional and Advertising Campaigns
Advertising and promotion are two related marketing tools, both widely used in the
modern world. At first glance, it may be difficult to understand what exactly the
difference between advertising and promotion is, since they both use many of the
same techniques, and apply them for very similar ends. A few things differentiate
advertising and promotion from one another, including the scope of time involved,
overall cost, impact on sales, the purpose, and what kind of companies the
technique is suitable for.
Advertising has at its goal not only an increase in sales in the short- to mid-term,
but also a strengthening of the brand and image of the company and products, to
build long-term sales and consumer loyalty. Advertising is a costly endeavor, and it
can be months or even years before results are seen from a successful ad
campaign. As a result, measuring sales directly from advertising can be difficult,
although overall trends will of course be noticeable. Advertising is, as a result of its
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long-term agenda and high cost, best suited for large companies, or larger medium-
sized companies, which have the budget for comprehensive campaigns, and a
higher interest in building long-term sales.
Promotion, on the other hand, is a more short-term strategy. Although brand-
building may occur as a result of promotions, it is not the point. The only real
purpose of a promotional campaign is to build sales in the short term, either to
move a company back into the black, to build capital reserves for expansion, or as a
long-term strategy of constant promotional pushes to reach sales goals.
Promotions include things like two-for-one specials, coupons in the local or regional
paper, free samples, or special in-store events.
A Promotional Campaign by us in the name of “Scooty Streak Carnival” for a period
of 30-40 days in 22 colleges and 10 apartments. A advertising campaign is taken up
in “Radio Mirchi 98.3 FM”.
Group Co- Ordination
The work taken up was a team work. Hence group coordination plays a key
role in getting the things done. The various activities that are to be coordinated are:
Getting permissions from colleges and apartments.
Adjusting the dates
Preparing the soft copies of the data collected from various colleges and the
apartments.
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Collecting the photos of the event.
Understanding Customers Of Different Segments
In any business, the target customers are very important. Here, the
customers for Scooty pep+ and Scooty Streak will be of three segments:
College going girls, these customers need stylish look, comfort and
convenience. The tastes and preferences of these customers are dynamic.
Working Women, these customers concentrate a lot on the mileage, and
mostly compare the product with other brands.
Housewives, these customers concentrate much on cost and convenience.
Once they begin to believe in a brand the chances for shifting are low.
Targets/Task Set:
The internship comprised of conducting “Scooty Streak Carnival” in
various colleges and apartments and selling 4 Scooty Streak bikes worth 41,000 in
30 days. The “Scooty Streak Carnival” is started as part of brand awareness
programme and to boost the sales. The targets set are as below:
Conducting carnival in 22 colleges
Conducting the event in 10 apartments
Distributing labels in some schools in Guntur.
Selling 4 Scooty Streak bikes.
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Apart from creating brand awareness about Scooty Streak it is also part of our duty
to create publicity about “Scooty Driving Institute”
Strategies Adopted:
The various strategies adopted are similar in both colleges and
apartments. These strategies comprise of:
Conducting slow race and test drives.
Conducting 1 minute games.
Explaining all the features of Scooty Streak and ask conduct a competition on
the features.
Giving gifts and prizes for the audience present.
In apartments, some special games are also conducted for kids.
In the case of schools, the strategies are quite different when compared to schools
and colleges. In case of schools the target customers would be the mothers of the
students and hence labels are distributed to children along with a time table and a
pamphlet which consists of information regarding the “Scooty Driving Institute”.
Performance Analysis:
The target is to conduct to carnival in 22 colleges along with 10
apartments and some schools. The achieved target along with selling 4 Scooty
Streak bikes:
The target was to sell 4 Scooty Streak mopeds in 30 days.
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The achieved target is 4 Scooty Streak mopeds were sold in 30 days.
Achieved the target of conducting the event “Scooty Streak Carnival” in 22
colleges and the list of colleges is:
Abhudaya Inter College
Vignan Degree College Palakalur
Vignan Engineering College
NRI Inter College, Gardens
SIMS college
St.Joseph’s B.E.D College
Chalapathi Institute of Pharmaceutical Sciences
RVR & JC
Christu Jayanthi PG College
Mallineni Lakshmaiah Womens’ Engineering College
Yadava Junior College
Sri Gayatri Academy
KKR & KSR Institute of Technology & Sciences (KITS)
Sree Rama Commerce Academy
TJPS College
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GVR Womens’ Degree & PG College
Mallineni Pharmacy Colleg
Hindu Pharmacy College
Abyudaya Degree College
NRI Inter College, Lakshmipuram
VVIT Engineering College
Donbosco PG College
The target of conducting the event in 10 apartments is completed and the
activity is taken up only on weekends. The list of apartments is:
SITA HOMES
RAMA KRISHNA TOWERS
KEERTHI ENCLAVE
RISHI VALLEY
VENKATA RAMANA ESTATES
SWAMIJI APARTMENTS
RADHA KRISHNA TOWERS
MAHALAKSHMI TOWERS
GOLDEN HOMES
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YAGANTI TOWERS
The following are few schools in which are able to distribute labels. The list of
Schools is:
St. Joseph’s School
Sai Little Public School
Indian Springs
Sri Chaitanya Techno Schools
Sri Poojitha public School
G V K High School
Problems/Limitations/Constraints :
Natural Calamities
Bandh by TDP
Limited budget.
Learning in the Executive Training
o How to create awareness for a product.
o Approaching target customers
o How to expose the features of a product
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o Identifying target group
o Understanding the customer
Awards/rewards received during Executive Training
including earnings:
Received Rs.5000/- as stipend from PIONEER TVS, Guntur and words of
appreciation from our company guide.
Conclusion:
As part of our “SUMMER INTERNSHIP PROGRAM-2010”(SIP-2010), we
worked at PIONEER TVS and we took care about the promotional activities and
building brand awareness to the products, Scooty Streak and Scooty pep+. This
program helped us a lot in learning many things like how to create brand
awareness and the importance of creating brand awareness. This will also help the
company in many ways. This will increase the number of enquiries about the
product and will also increase the sales. This was used as a tool to convert the
latent market into potential market. These promotional programs will not have an
immediate effect on sales but in future the sales volumes will definitely increase