How to theory apply in to practical of marketing management to t v s auto company

10/19/2013 Babasabpatilfreepptmba.com 1

10/19/2013 Babasabpatilfreepptmba.com

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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.


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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.


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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.


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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.


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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.


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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.


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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.


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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.


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CORE & AUXILLARY NEEDS

CORE NEED AUXILLARY NEEDS BRANDS

Transportation Fashion, lifestyle, costly, sporty

look

TVS Apache, TVS

Apache RTR

Transportation

Fuel efficient, economy, mileage,

fashion

TVS Centra

Transportation

New graphics, stylish, eye

catching colors

TVS Victor, TVS Fiero

Fx

Transportation

User friendly, specially for ladies,

economy, fashion, lifestyle

TVS Scooty pep+,

TVS Scooty Streak


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Approaches adopted by TVS

Orientation Extent(F,P,N) Justify

Production concept Partial Company recorded the growth.

Product concept Full Innovative features like sporty ,

stylish.

Selling Concept Partial Level of economic activity.

Marketing Concept Full Aims to increase reach of

unrepresented towns of

country.

Societal Concept Partial Vision of building self reliant

rural companies.


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TVS Company SWOT Analysis

Strengths

Ability to understand customer’s needs and wants

Recognized and established brand name

Effective advertising capability


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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.


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Opportunities

Global expansion

Expansion of target market (include women)

Become India’s leader in the scooter market


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Threats

Suzuki Motorcycles can take away market share and cause joint

venture to go sour

Bajaj Motors and Hero Honda is a strong competitor


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TVS Brands

TVS Apache

TVS Apache RTR 180

TVS Centra

TVS Fiero FX

TVS Flame

TVS Scooty Streak

TVS Star city

TVS Victor Edge

TVS Victor GLX 125

TVS XL Super

TVS Scooty PEP+

TVS Star


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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 10/19/2013 Babasabpatilfreepptmba.com

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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)



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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 style, mileage

and riding comfort


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Punch lines

TVS BRANDS PUNCHLINES

TVS Flame “Set a million hearts aflame”

TVS Victor New GLX125

“As Big As Your Dreams”

TVS Centra “Fill it once a month Bike”


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Brand Ambassadors

TVS signs Sachin as

brand ambassador

Brand Ambassador for

TVS VICTOR


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Brand Ambassadors

Indian Tennis Star Sania

Mirza

Brand Ambassador For TVS

Scooty Streak


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Brand Ambassadors

Indian Cricket Team Captain

M S Dhoni

Brand Ambassador for

TVS APACHE

TVS STAR CITY


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Brand Ambassadors

Telug Film Star Trisha

Krishnan

Brand Ambassadors for TVS

Scooty Pep+


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Brand Ambassadors

Surya Shiv kumar Telgu

Film star

Brand Ambassador for TVS

STAR

Sunil Shetty Bollywood

Hero

Brand Ambassador for TVS

Flame


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Competitor Analysis


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Industry Competitor

Industry Industry Competitors

TVS Motors

Bajaj Automobile Ltd

Hero Honda Motors Limited

Honda Motors

Yamaha Corporation Ltd


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Brand Competitors

TVS Brands Bajaj Brands Hero Honda

Brands

Yamaha

Brands

TVS Apache

RTR 180

Bajaj Pulsar DTS Hero Honda Karizma Yamaha FZ16

TVS Centra Bajaj Platina Hero Honda Splendor -----

Hero Honda Passion

plus


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Brand Competitors

TVS Brands Bajaj Brands Hero Honda

Brands

Honda

Brands

TVS Flame

(125cc)

Bajaj Discover

Hero Honda

Glamour

Honda shine TVS Victor

( 125cc)

TVS

Scooty pep+

(97.8cc)

Bajaj Wave Hero Honda

Pleasure

Honda Deo


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Competitors Objective


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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.


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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)


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Competitors Strength & Weakness


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Strengths

Highly experienced management.

Product design and development capabilities.

Widespread distribution network.

High performance products across all categories.

High export to domestic sales ratio.


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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


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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.


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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.


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Whom to ATTACK & AVOID??

Competitors Strong Weak Close Distant Good Bad Attack Avoid

Bajaj √

- √ - √ -

√ -

Hero Honda √ - √ - √ -

√ -

Honda - - - √ - -

-

√

Yamaha - - - √ -

-

-

√


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FOUR P’S

Product Price Place Promotion

TVS Apache RTR

Rs. 63,990 Company

Dealers

Customers

The company has

started giving

discounts and

other offers to the

customers on the

purchase of new

bike like festival

offers through

medias.

TVS Centra

Rs. 34,900-38,000

TVS Fiero FX

Rs 45,000 - 50,000

TVS Flame Rs.46,000.


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FACTORS INFLUENCING BUYING BEHAVIOR

Factors High/Low/medium

Cultural factors high

Social factors medium

Personal factors high

Psychological factors medium


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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)


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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.


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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.


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Thank you Thank you


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How to theory apply in to practical of marketing management to t v s auto company

Business

customer requirements

tvs motor

high performance

tvs motor

tvs group

hero honda

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