SUMMER INTERNSHIP PROJECTdocshare01.docshare.tips/files/27701/277014158.pdf · 2016. 12. 14. · PROJECT HEAD(EAST ZONE) Mr. AVIJIT GHOSH for giving me the opportunity to prepare

ON

SALES PROMOTION ON TVS SCOOTY

By

Name: DEEPANJAN DEY University Roll No:1370710018

Registration No:111370710018Under the Guidance of

Name of Internal Guide Name of External Guide Mr. Somsubhra Paul Mr. Avijit GhoshDesignation DesignationAsst. Professor Project Head(East Zone)

CERTIFICATE OF THE GUIDE

TVS MOTOR

S

SUMMER INTERNSHIP PROJECT

2

Guide Name: Prof. SOMSUBHRA PAUL

Designation: Asst. Professor

This is to certify that project report entitled “SALES PROMOTION ON TVS SCOOTY” has

been prepared by Mr. DEEPANJAN DEY under my supervision and guidance, for the fulfillment

of Master In Business Administration. His field work is satisfactory. I wish him all the best

in his future endeavors.

:

DATE :

SIGNATUREOF GUIDE: CERTIFICATE OF DEAN/PRINCIPAL

ACKNOWLEDGEMENT

3

It is really a great pleasure to have this opportunity to describe the feeling of

gratitude imprisoned in the core of my heart. I convey my sincere gratitude to

PROJECT HEAD(EAST ZONE) Mr. AVIJIT GHOSH for giving me the opportunity to

prepare my project work in TVS MOTORS. I express my sincere thanks to all the

staff members of TVS MOTORS. I am thankful to Prof. SOMSUBHRA PAUL for his

guidance during my project work and sparing his valuable time. I express my sincere

obligation and thanks to all the faculties of INSTITUTE OF BUSINESS

MANAGEMENT & RESEARCH for their valuable advice in guiding me at every stage

in bringing out this report. I am also thankful to my family for their kind co-operation

which made my take easy.

Name:DEEPANJAN DEY

Roll No:13700911018

4

I do hereby declare that this project work entitled “SALES PROMOTION ON TVS SCOOTY”

submitted by me for the partial fulfillment of the requirement for the award of Master in Business

Administration (MBA) is a record of my own research work. The report embodies the finding

based on my study and observation and has not been submitted earlier for the award of any degree

or diploma to any Institute or University.

Date:

Name: DEEPANJAN DEY

Roll No: 13700911018

Table of contents

SERIAL NO. CONTENT PAGE NO.CHAPTER 1 INDUSTRY PROFILE

DECLARATION

5

A. Background of scooty industry B. Major players

67-10

CHAPTER 2 COMPANY PROFILEA. TVS GroupB. TVS Motor LtdC. Products of TVS D. SWOT analysis

10-1314-2728-32

33CHAPTER 3 RESEARCH OBJECTIVE

A. Research methodology Sales Promotion Women-on-wheels (WOW) Problems for female in day-to-day life Success story of scooty Activities done during internship

B. Research designC. Data collection methodD. Sample design

34-3940

40-4141

42-43444445

CHAPTER 4 SCOPE OF STUDYA. Purpose B. ScopeC. Limitations

45-464646

CHAPTER 5 DATA ANALYSIS & INTERPRETATION 47-56CHAPTER 6 OBSERVATION 57CHAPTER 7 SUGGESTIONS 58CHAPTER 8 CONCLUSION 59CHAPTER 9 BIBLIOGRAPHY 60CHAPTER 10 ANNEXTURE 61

1. INDUSTRY PROFILE

6

Scooty is an Indian brand of Scooters manufactured by TVS Motors. Designed for women,

Scooty is the largest selling Scooter brand in its segment. It has come to represent a generic name

for any women's two-wheeler in India.

Scooty was initially conceived of as a Scooter for both sexes. However sales figures over the first

two years indicated that more women were buying the Scooty than men. In 1996, Scooty went

through a repositioning exercise to target women. Though it was seen as a risk with the large

majority of Indian two-wheeler riders being male, TVS chose the strategy to tap the nascent

segment of women riders.Over the last decade, Scooty has launched several models that cater to

different segments of the market. These include the Scooty ES (1996), the Scooty Pep (2003) and

Pep+ (2005), Scooty Teenz (2007) and Scooty Streak (2009).

TVS Scooty embarked on a project to provide two-wheeler riding training to women across small

and large towns in India with a view to building the habit of riding in what is considered a low-

penetration segment: less than 2% of Indian women in the potential two-wheeler buying category

of 15-60 year olds actually buy a scooter. Rechristened the TVS Scooty Institute, 80 centers have

been set up and 42,000 women have been trained to ride a two-wheeler. About 20% of women

trained at the institute buy the TVS Scooty. This campaign has won several awards, notably

amongst them the EMVIE by the Ad Club Bombay for being the best campaign innovation.

7

Honda Motor Company

Honda has been the world's largest motorcycle manufacturer since 1959, as well as the world's

largest manufacturer of internal combustion enginesme assured by volume, producing more than

14 million internal combustion engines each year. Honda surpassed Nissan in 2001 to become the

second-largest Japanese automobile manufacturer. As of August

2008, Honda surpassed Chrysler as the fourth largest automobile

manufacturer in the United States. Honda was the seventh largest

automobile manufacturer in the world behind Toyota, General

Motors, Volkswagen AG, Hyundai Motor Group, Ford,

and Nissanin 2010.

Honda was the first Japanese automobile manufacturer to release a dedicated luxury brand, Acura,

in 1986. Aside from their core automobile and motorcycle businesses, Honda also manufactures

garden equipment, marine engines, personal watercraft and power generators, amongst others.

Since 1986, Honda has been involved with artificial intelligence/robotics research and released

their ASIMO robot in 2000. They have also ventured into aerospace with the establishment of GE

Honda Aero Engines in 2004 and the Honda HA-420 Honda Jet, scheduled to be released in 2012.

Honda spends about 5% of its revenues into R&D.

Hero Motor Company

8

Hero Motors is a moped and scooter manufacturer based in Delhi, India. It is a part of

multinational company Hero Group, which also currently owns Hero Motocorp (formerly Hero

Honda) and Hero Cycles, among others. Hero Motors was started in the 1960s to manufacture

50cc two stroke mopeds but gradually divHersified into making larger mopeds, mokicks and

scooters in the 1980s and the 1990s. Noteworthy collaborators and technical partners

were Puch of Austria and Malaguti of Italy. Due to tightening emission regulations and poor sales,

Hero motors have discontinued the manufacture of all gasoline powered vehicles and transformed

itself into an electric two-wheeler and auto parts

manufacturer.

Mahindra & Mahindra Company

Mahindra & Mahindra Limited (M&M) is an

Indian multinational automaker headquartered

in Mumbai, Maharashtra, India. It is one of the

largest automobile manufacturers by production in India and a subsidiary of Mahindra

Group conglomerate. The company was founded in 1945 in Ludhiana as Mahindra & Mohammed

by brothers K.C. Mahindra and J.C. Mahindra and Malik Ghulam Mohammed. After India gained

independence and Pakistan was formed, Mohammed emigrated to Pakistan where he became the

nation's first finance minister. The company changed its name to Mahindra & Mahindra in

1948. It is ranked 21 in the list of top companies of India in Fortune India 500 in 2011.

Kinetic Motors

Kinetic Engineering Limited is an automotive component

manufacturer in India which formerly sold two-wheelers under

the brand names Kinetic Honda and later Kinetic. In 2008, it

stopped selling two-wheelers after entering into a joint venture

with Mahindra Automobiles, where Mahindra held the

major (80%) stakes. By this joint venture, Mahindra

acquired the two-wheeler manufacturing facilities as

well as the then selling brands of Kinetic.

9

The brand Kinetic-Honda is remembered for its legacy 2-stroke scooters,

with variomatic transmission and electric start, first in India when it was launched (in 1984) and

the only in India until the late 1990s.

Part of the Firodia Group of Companies, a pioneer in the Indian automotive sector, Kinetic

Engineering started its operations in the year 1972. It entered into a joint venture with Honda in

1984 and started selling scooters under the brand name Kinetic Honda. In 1998, the joint venture

split and the company continued to sell scooters under the brand name Kinetic. Soon the company

entered into the fastest growing motorcycle market but its endeavor failed and put the company

into debt. With direct competition from the former ally Honda, which had now established itself

as the leading scooter manufacturer (HMSI) in India, Kinetic lost its exclusive market foothold by

the mid 2000s. Now having withdrawn from two-wheeler manufacturing, Kinetic Engineering

continues to be a major player in the auto components manufacturing and exporting sector in

India.

Kinetic Motors again started its operations from January 2011. Kinetic introduced its very popular

brand Kinetic in 4 stroke version and going to

launch 3 more new models to compete the

market.

Bajaj Auto Limited

Bajaj Auto Limited is an Indian motorized vehicle-producing company. Bajaj Auto is a part

of Bajaj Group. Its founded by Jamnalal Bajaj at Rajasthan in the 1930s. It is based

in Pune, Maharashtra, with plants in Chakan (Pune), Waluj (near Aurangabad)

and Pantnagar inUttaranchal. The oldest plant at Akurdi (Pune) now houses the R&D centre

Ahead. Bajaj Auto makes and exports automobiles, scooters, motorcycles and theauto rickshaw.

Bajaj Auto is the world's third-largest manufacturer of motorcycles and second-largest in India.

The Forbes Global 2000 list for the year 2005 ranked Bajaj Auto at 1,946. It features at 1639 in

Forbes 2011 list. Over the last decade, the company has successfully changed its image from a

scooter manufacturer to a two-wheeler manufacturer. Its product range encompasses scooterettes,

10

scooters and motorcycles. Its real growth in numbers has come in the last four years after

successful introduction of a few models in the motorcycle segment.

The company is headed by Rahul Bajaj who is worth more than US$1.5 billion.

Bajaj Auto came into existence on 29 November 1945 as M/s Bachraj Trading Corporation

Private Limited. It started off by selling imported two- and three-wheelers in India. In 1959, it

obtained license from the Government of India to manufacture two- and three-wheelers and it

went public in 1960. In 1970, it rolled out its 100,000th vehicle. In 1977, it managed to produce

and sell 100,000 vehicles in a single financial year. In 1985, it started producing at Waluj near

Aurangabad. In 1986, it managed to produce and sell 500,000 vehicles in a single financial year.

In 1995, it rolled out its ten millionth vehicle and produced and sold one million vehicles in a

year.

TVS Group is one of India's oldest business groups. It is a giant conglomerate with presence in

diverse fields like automotive component manufacturing, automotive

dealerships and electronics.

The TVS Group was established in 1911 by Shri. T V Sundaram

Iyengar. As one of India's largest industrial entities it epitomizes Trust,

Value and Service. Today, there are over thirty companies in the TVS

Group, employing more than 40,000 people worldwide and with a

turnover in excess of USD 4 billion. With steady growth, expansion and diversification, TVS

commands a strong presence in manufacturing of two-wheelers, auto components and computer

peripherals. We also have vibrant businesses in the distribution of heavy commercial vehicles

passenger cars, finance and insurance.

2. COMPANY PROFILE

11

TVS Group originated as a transport company in 1911. TV Sundaram Iyengar and Sons Limited

is the parent and holding company of the TVS Group. TV Sundram Iyengar and Sons Limited has

the following three divisions:

TVS and Sons: TVS and Sons is the largest automobile distribution company in India. It

distributes Heavy Duty Commercial Vehicles, Jeeps and Cars. TVS and Sons represents

premier automotive companies like Ashok Leyland, Mahindra and Mahindra Ltd., and

Honda. The company is also one of the leading logistics solution providers and has set up

state-of-the-art warehouses all over the country. TVS and Sons has also diversified into

distributing a range of Garage equipments.

Sundaram Motors: Sundaram Motors distributes Heavy Duty Commercial Vehicles,

Cars, and auto spare parts for several leading manufacturers. The company is also the

dealer for Ashok Leyland, Honda, Fiat, Ford and Mercedes Benz.

Madras Auto Service: Madras Auto Service distributes automotive spare parts for all

leading manufacturers.

Other major companies of TVS Group are:

TVS - Motor Company Limited: TVS Motor Company Limited is one of the largest

two-wheeler manufacturers in India. It manufactures Motorcycles, Mopeds, Scooterettes

and Scooters.

TVS Electronics Limited: TVS Electronics was incorporated in 1986 in collaboration

with Citizen Watch Co. of Japan. The company manufactures a complete range of

computer peripherals.

Axles India Limited: Axles India was promoted by Sundaram Finance, Wheels India and

Eaton Corporation for the manufacture of axles for medium and heavy duty commercial

vehicles in India. Brakes India Limited: Brakes India is a joint venture between TV Sundram Iyengar and

Sons Ltd. and Lucas Industries Plc., UK. The company manufactures braking equipment

for automotive and non-automotive applications.

12

Sundaram Polymers Division: Sundaram Polymers Division manufactures Engineering

Plastic compounds for various applications. Harita Finance Limited: Harita Finance Ltd is a finance company under the TVS Group.

It deals in retail finance, hire purchase, leasing and bill discounting.

Harita Finance Limited: Harita Finance Ltd is a finance company under the TVS Group.

It deals in retail finance, hire purchase, leasing and bill discounting.

India Motor Parts and Accessories Limited: It is engaged in the distribution of

automobile spare parts.

India Nippon Electricals Limited: It is a joint venture between Lucas Indian Service and

Kokusan Denki Co Ltd., Japan. The company manufactures Electronic Ignition Systems

for two wheelers and portable gensets.

IRIZAR TVS (P) Ltd: IRIZAR TVS (P) Ltd. is a joint venture between Sundaram

Industries Ltd, Ashok Leyland Ltd and IRIZAR S. Coop of Spain. The company builds

bus bodies for export and domestic market.

Lakshmi Auto Components Limited: The company is a subsidiary of TVS-Suzuki. It

manufactures gears, crankshafts and connecting rods for TVS-Suzuki motorbikes and

mopeds.

Lucas Indian Service: Lucas Indian Service is a wholly owned subsidiary of Lucas-TVS

Ltd., engaged in the sales and service of auto-electricals and fuel injection equipment.

Lucas - TVS Limited: Lucas-TVS, a joint venture between Lucas Varity group, UK and

TVS Group, is a leading manufacturer of auto electrical products and diesel fuel injection

equipment in India.

Sundaram Brake Linings Limited: Sundaram Brake Linings is the leading manufacturer

of brake linings in India.

Sundaram-Clayton Limited: Sundaram - Clayton Ltd manufactures complete range of

air brake actuation system - compressors, actuators, valves, brake chambers, spring

13

brakes, slack adjusters, couplings, hoses, switches and vacuum boosters for light/medium

and heavy commercial vehicles and trailers. Foundry Division manufactures aluminum,

gravity and pressure die-castings.

.

TVS Group is an Indian diversified industrial conglomerate with its principal headquarters

located in Chennai and Madurai. Almost all holdings of the group are private. The largest and the

most visible subsidiary is TVS Motors, fourth largest two-wheeler manufacturers in India. TVS

Group, headquartered in Chennai, with group revenue of more than USD 10 billion is a

automotive conglomerate company in India, specialized in manufacturing of two-wheeler, three-

wheeler, auto-electricals components, high tensile fasteners, die casting products, brakes, wheels,

tyres, axles, seating systems, fuel injection components, electronic and electrical components and

many more.

From its humble beginnings at the turn of the 20th century, the TVS Group has grown to become

the largest manufacturer and distributor of auto components in India. TV

Sundaram Iyengar and Sons is the holding company of the TVS Group.

When a company has a history of more than 40 years, its value is

measured by its ability to renew itself and keep up with the times.TVS

today offers ranges entirely dedicated to the theme of ecology, products

that are highly refined from the technological point of view and move

increasingly closer to market needs, with lots of new features created by

professional designers: this is our way of continuing to build our history as a leading brand that is

constantly innovation-oriented and projected towards the future

14

TVS Motor Company Limited is the fourth largest two-wheeler manufacturer in India. It is the

flagship company of the parent TVS Group employing over 40,000 people with an estimated

15 million customers. It manufactures motorcycles, scooters, mopeds and auto rickshaws. It is

India's only two-wheeler company to have won the Deming Prize awarded for commitment to

quality control, received in 2002.

TVS Motor traces its origins back to the entrepreneurial spirit of Trichur Vengaram Sundaram

Iyengar who gave up lucrative careers in the Indian Railways and in banking to set up his own

business. He began with Madurai's first bus service in 1911 and founded T.V.Sundaram Iyengar

and Sons Limited, a company that consolidated its presence in the transportation business with a

large fleet of trucks and buses under the name of Southern Roadways Limited. When he died in

1955 his sons took the company ahead with several forays in the automobile sector, including

finance, insurance, manufacture of two-wheelers, tyres and components. The group has managed

to run 33 companies that account for a combined turnover of nearly $3 billion.

Over the years TVS Motor has grown to be the largest in the group,

both in terms of size and turnover, with four state of the art

manufacturing plants in Hosur, Mysore and Nalagarh in India and

Karawang in Indonesia. TVS Motor is credited with many

innovations in the Indian automobile industry, notable among them

being the introduction of India's first two-seater moped, the TVS 50cc. The company became the

leader in its category of sub 100 cc mopeds, having sold 7 million units. It also introduced

the TVS Scooty, which is India's second largest brand in the scooterette segment.The TVS Jive

launched in November 2009 became India's first clutch-free motorbike aimed at a stress-free rider

experience while the unisex scooter TVS Wego is targeted at urban couples, featuring body-

balance technology for easier handling. On 1 June 2012, TVS Motors reported a dip of 5% in its

total sales for May 2012. On 10 July 2012, TVS Motors and BMW were reported to be in talks

for technology sharing. "Eyeing TVS for supply, production of components: BMW

Motorrad".

15

Suzuki relationship

TVS and Suzuki shared a 19 year long relationship that was aimed at technology transfer to

enable design and manufacture of two-wheelers specifically for the Indian market. Rechristened

TVS-Suzuki, the company brought out several models such as the Suzuki Samurai, Suzuki

Shogun and Suzuki Fiero. Differences in opinion on how to run the join venture eventually led to

the partners going their separate ways in 2001 with the company being renamed TVS Motor,

relinquishing rights to use the Suzuki name. There was also a 30 month moratorium period during

which Suzuki promised not to enter the Indian market with competing two-wheelers. The

company also got over a period of labour unrest that required Chairman Venu Srinivasan to take

tough measures to resurrect a company that was in a state of turmoil. He would go on to invest in

new technology, nurture in-house design, and implement Toyota-style quality programs

1982

- The company was incorporated as Indian Motorcycle Pvt. Ltd. on 15th July. Its name

was changed to Indo Suzuki Motorcycles Pvt. Ltd. and it was converted into a public

limited company on 12th January, 1984. It was promoted by Mr. N. Krishnan in

collaboration with Suzuki Motor Co. Ltd. Japan; Sundaram-Clayton, Ltd., a member of

the Company to the extent of Rs 70 lakhs.

- The company entered into a technical know-how and assistance agreement with Suzuki

Motor Co. Ltd., of Japan on 22nd September. As per the terms of the Colloboration, Suzuki

agreed to furnish complete technical information and know-how, trade secrets and other data.

16

- All shares taken up by promoters etc. 1984

- The company received a letter of intent for the manufacture of 20,000 spark ignition

operated out board motors and 30,000 internal combustion spark ignition engines upto

500cc per annum.

- 59,40,000 shares issued at par in 1984. 7,00,000 shares allotted to Sundaram Clayton,

Ltd. Chennai, 70,000 shares allotted to Anusha Investments (P) Ltd. Chennai, 20,00,000

shares allotted to Suzuki Motor Co., Ltd., Japan; 2,20,000 shares allotted to employees

and business associates and 29,70,000 shares offered to the public. 1985

- A new company "Lakshmi Auto Components Pvt Ltd." was incorporated for the

manufacture of critical engines and transmission parts. 1986

- The company acquired the assets of the moped division from Sundaram Clayton Ltd.

The cost of acquisition was met partly by rights issue of equity shares. The company

subscribed to 39,20,000 equity shares of Rs.10 each of Lakshmi Auto Components Pvt

Ltd, whereupon it became a subsidiary of the company.

- The name of the company was changed from Indo Suzuki Motorcycles Ltd. to TVS

Suzuki Ltd with effect from 18th August.

- 154,00,000 Rights Equity shares issued at par in prop. 2:1. 1988

- The company obtained a letter of intent for expanding the capacity to 4,00,000 Nos. two

wheelers. 1989

17

- The working was adversely affected due to labour unrest which resulted in a lock-out

from 28th February

1990.

- The lock out was lifted in the second week of June 1990. 1990

- The company launched a 34cc miniped to take advantage of the Motor Vehicle Act that

exempts such vehicles from the payment of road tax. The Company worked for only 10

months due to lock-out. 1991

- The technical aid agreement entered into with Suzuki Motor Co., Japan which expired in

August 1991 was extended for three more years with the approval of the Government of

India.

1992

- The Company launched two new models of motor cycles viz. `Sumurai' and `Shogun'.

1993

- The Company launched a new model of moped viz. `TVS Scooty'.

1995

- The Company was studying the feasibility of opening a second plant at a different

location to meet the growth in demand for two wheelers in the near future. It also

proposed to introduce upgraded version of mopeds. In addition, during the year, the

Company undertook to develop new models of motorcycles.

1996

18

- The company is taking steps to meet the increase in demand for its products and improve

the market share.

- A statement relating to the subsidiary, M/s Lakshmi Auto Components Limited, Chennai,

and a copy of its annual accounts for the year ended 31st March, 1996 are attached to the

Balance Sheet pursuant to section 212 of the Companies Act, 1956.

- As per the requirements of section 217(1)(e) of the Companies Act, 1956 read with the

Companies (Disclosure of Particulars in the Report of Board of Directors) Rules, 1988, the

information regarding conservation of energy, technology absorption and foreign

exchange earnings and outgo are given in annexure I to this report.

1997

- TVS-Suzuki plans to set up an auto ancillary estate through joint venture with some of

its existing components suppliers. The proposed project is to come up at a new 57 - acre

site near TVS-Suzuki's existing plant at Hosur.

- Leading two-wheeler manufacturer in the country, TVS Suzuki, will soon set up a new

2.5 lakh capacity scooter plant in Mysore.

- TVS-Suzuki (TSL) - a joint venture between the TVS group and Suzuki Motor

Corporation, Japan - was the first company to launch a 100-cc motorcycle in the Indian

market.

- Credit Analysis & Research Ltd (Care) has assigned the credit rating of CARE AA+

(double A plus) to the proposed non-convertible debenture issue of Rs.100 crore by TVS-

Suzuki Ltd (TSL).

19

- TVS Suzuki is a joint venture between Saundaram Clayton Ltd. of the TVS group and

Suzuki Motor Corporation, Japan.

-The company proposes to introduce kick start facility.

- TVS Suzuki Ltd (TSL), the second largest two-wheeler manufacturer in the country, will

be restructuring its entire vendor-base in the next five years with the objective of creating

robust vendors to meet its future expansion plans.

- TVS Suzuki Limited is officially launching its new moped model, the XL Super.

- The Rs. 100 crores non-convertible debentures of TVS-Suzuki Limited rating of AA +

(high safety with higher standing) has been retained by CARE.

1998

- TVS Suzuki Ltd, one of the leading two-wheeler manufacturers in the country, has

crossed the Rs.1,000-crore turnover mark in 1997-98.

- TVS will be the first company in the country to introduce the 4 stroke scooter in the

Indian market.

- TVS' new-generation state-of-the-art four-stroke scooter Spectra, of which we gave you

an exclusive preview last month, was launched in spectacular fashion at the TVS

Millennium Show on October 1 in New Delhi.

- TVS Suzuki Ltd on October 1 launched its new generation 4-stroke scooter `TVS

Spectra' in Delhi.

20

1999

- TVS Suzuki is all set to launch a scaled-down version of Spectra -- the recently launched

four-stroke scooter.

- The company is set to launch Spectra on a nation-wide basis in April.

- Suzuki has indicated to the TVS group that if it did not agree to the Japanese company's

acquiring a majority stake, it should allow Suzuki to set up a 100 per cent subsidiary.

2000

- The Company, pioneers of Indo-Japanese motorcycles in the country, has launched its

latest offering, Suzuki Fiero, in the Kerala market.

- The Tamil Nadu based TVS-Suzuki has launched the 150 CC four-stroke powerhouse

Suzuki Fiero in Tamil Nadu, close on the heels of its launch in Rajasthan, Karnataka and

Kerala.

- Two-Wheeler major, TVS-Suzuki Limited is set to create a special cell to tap the

institutional segment.

- The Company proposes to re-launch its four-stroke scooter, Spectra, in July.

- Two-wheeler major TVS Suzuki is all set to cross the magic one million mark durisng

the current fiscal with 12 new models lined up over the next 18 months.

- Motocycle giant, TVS Suzuki, has forged an alliance with Brand Dotcom to leverage the

latter's online expertise brand building on the Net.

21

- TVS-Suzuki Ltd on August 30th, formally launched its indigenously developed 4-stroke

motorcycle, TVS Victor, here. The price has been fixed at Rs 41,187, (ex-showroom,

Chennai).

- The TVS group and Suzuki Motor Corporation September 27 parted ways from their 15-

year-old joint venture with the former buying out the 25.97 per cent stake of the Japanese

company for Rs 9 crore.

2002

- TVS Motor Company Ltd has informed that the Board declared an interim dividend of

Rs 9.00 per share on 2,31,00,070 equity shares of Rs 10/- each fully paid up, aggregating

to Rs 231.00 million.

2003

-TVS Motor Company has recorded a market share of 35% from motor cycles division

-K.S.Bajpai has been appointed as an Additional Director on the Board.

-TVS, Bajaj Auto and Yamaha have grabbed the market share from the country's largest

motor cycle maker Hero Honda.

-The TVS victor sales has crossed 4 lakh unit mark in less than 18 months of its launch.

-TVS Motor has recorded a 31% growth in its sales.

-C V R Panikar has been appointed as Additional Director on the Board of TVS Motor

Company Ltd.

22

-TVS Motor Company has reintroduced Fiero, inorder to compete with Bajaj Pulsar.

-TVS Motor Company Ltd has introduced its own racing bikes which Team TVS will test

on the tracks in Asian Circuit.

-TVS Motor launched 4 new mobikes including a new brand 100-cc mobike called the

Centra.

-TVS Motor Chairman and MD Venu Srinivasan has been selected in Business Week's

Stars of Asia which covers the top 25 achievers in the continent.

-TVS Motor Company adds two new models in two-wheeler segment.

-TVS Motor ties up with State Bank of India for scooter and Motorcycle financing.

-Launches Fiero F2 and Scooty Pep models

-Board of approves the merger of engine components division of its subsidiary, Lakshmi

Auto Components (LAC) with TVS Motors effective from April 2, 2003

2004

-TVS Motor , on Jan 5 launched Centra, a 100 cc four-stroke motor cycle, with variable

timing intelligent (VTI) engines, claiming to give more mileage to consumers. The Centra

has bundled price, style, power along with fuel efficiency making it a fill-once-a-month bike,

and it's priced at Rs.36,990. nearly Rs 100 crore investment had gone into the launch of

'Centra', including R&D, plant and machinery.

23

-TVS Motor Company Unveil TVS Centra With ' VT-i Engines',, a 100 CC 4 stroke

motorcycle

-TVS Motor Company launched its new bike - TVS Centra - here on February 9, 2004, for

the first time in the State. It is a 100-cc four-stroke motorcycle targeted at the popular

segment and a Fill-it-once-a-month bike, competitively priced at Rs. 36,990. The vehicle has

been launched in January in the metros and other cities and so far 8,000 vehicles had been

sold in the country.

-TVS Motor Company and Union Bank of India (UBI) have announced the launch of `Union

Miles Scheme,' an exclusive two-wheeler finance scheme

- TVS Motor Company (TVS) launches new 125cc, 4-stroke Victor GLX motorcycle in

Chennai on May 02, 2004

-TVS Vice President resigns

-TVS Motors forges alliance with Andhra Bank

-Canara Bank, TVS Motor rolls out TVS Canmobile

-TVS picks up Asian Network for Quality award

-TVS unveils new version of 'Victor GX'

24

2005

-TVS Motor Company introduced its entry-level 4-stroke motorcycle - TVS Star - in the

Kerala market

-TVS rolls out Star bike in Andhra Pradesh

-TVS Motor Company launches TVS Centra VT-i, a variant of its four-stroke 100cc model

TVS Centra on May 6

-TVS Motor rolls out two motorcycle variants named Victor EDGE, StaR City and Scooty

Pep plus

2006

-TVS Motor appoints new President

-TVS launches Apache in Vizag

-TVS Motor Company launched a new version of 125 cc Victor GLX with an electric start

option

2007

-TVS Motor Co, has rolled out seven new vehicles, including its first three-wheeler and a

new 125 cc bike, aimed at gaining lost share in a highly competitive market.

2009

25

- TVS Motor Company launched Scooty Streak, which is its latest scooterette targeted at girls

of 16 to 20 age group.

- Tvs Motor Company Limited has appointed Mr Prince Asirvatham as an additional and

independent director of the board of directors of the company effective April 21, 2009.

- TVS Motor Company entered the 110 cc segment by unveiling 2 brand new products, an

auto-clutch motorcycle and an automatic scooter.

2010

- TVS Motor Company has launched India's first auto-clutch motorcycle- TVS Jive, in

Chandigarh.

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.

Vision

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.

26

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.

Manufacturing Excellence

Launch of 7 vehicles on the same day - Manufacturing Excellence makes this feasible

At the heart of the new product launches is the Production Team, setting to motion the dream

put forward by the R&D.

Driven by the Five Pillars of TQM

The management philosophy is based on five pillars of TQM (Total Quality Management)

which rests on the foundation of Total Employee Involvement, daily management and Kaizen

(Continuous improvement).

The Total Employee Involvement

The Total Employee Involvement program ensures that responsibility for the company's

performance is the shared responsibility of all levels of employees. It provides all employees

with the opportunity to be involved in breakthrough activities and other improvements, over

27

and above their daily routine.

Daily work management

dDaily work management consists of defining and monitoring key processes, ensuring that they

meet set targets, detecting abnormalities and preventing their recurrence. TVS Motor encourages

continuous improvement in all aspects of work, using Cross Functional Teams (CFT),

Supervisory Improvement Teams (SIT) Quality Control Circles (QCC) and suggestion schemes

The five pillars start with policy management, which is used to arrive at the annual breakthrough

objectives. There are generally not more than three company objectives, arrived at after a

detailed exercise, which are deployed and reviewed periodically.

The company conducts an exhaustive range of training programs, utilising both in-house skills

and consuftants from all over the world. The programs are conducted for all employees, at all

levels.

The Inspiration Moment

When we won the Deming Prize in Quality in 2002, we were the only two wheeler

manufacturer in the world to have won the award. However, our penchant for quality continues

as we work in line with the principles of Kaizen (Japanese for Continuous improvement) and

TQM (Total Quality Management).

TVS Motor company Ltd (TVS Motor)- member of the TVS group is the largest company of

the group in terms of size and turnover.

28

Motorcycles Scooty Mopeds

Apache RTR 180 TVS Wego TVS XL Super

Flame DS 125 Scooty Streak TVS XL Heavy Duty

Flame Scooty Pep+

TVS Jive

Star City

Sports

TVS Wego

TVS Wego is the new scooter that has been showcased at the Auto Expo 2010 by TVS. It is a the

multi-user, family-friendly and sleek metal bodied scooter that strikes a perfect balance between

stability and maneuverability, power and mileage, sturdiness and ease, making it a delight to ride

for any category of users; men and women, young and old, might be the next scooter to create a

boom.

Specifications

TVS Wego is equipped with a 110cc

engine delivering a peak power of 8

BHP@ 7500 RPM. Vehicle simulation

models, computational fluid dynamics and

frequency response analysis techniques are

being used in order to ensure smooth and

noise-free engine and best-in-class ride

comfort and handling. A low friction

aluminum engine providing best in its class mileage is there on the inside of the chassis.

29

4 Stroke Single Cylinder air cooled

engine

Single Overhead Cam Shaft

Max Power – 8 BHP @ 7500 RPM

Max Torque – 8 Nm @ 5500 RPM

V-Matic Automatic Transmission

12 V, 4Ah Maintenance free battery

High rigidity under-bone type chassis

In-line Telescopic Hydraulic front

suspension

Unit Swing hydraulically damped rear suspension

130 mm diameter drum brakes both front and rear

Fuel Tank Capacity – 5 Litre

Features

There are many unique features in TVS Wego like:

Easy Slide Stand

12 Inch alloy wheels

Ignition key hole glow in dark

Telescopic suspension in front

Twilight Lamps

LED tail lamp with optical glow

Big Storage below seat

Balancing features like Font-side center of gravity

Stays in straight line on uneven roads

Steady and Stable ride quality

Well distributed body weight

Easy maneuverability

short turning radius

Rides two passengers without wobbling

30

Why should Wego be bought?

The reason is a Unique Feature of Body Balance Technology that enables lower steering effort,

better control and maneuverability through optimum vehicle mass and mass distribution, making

it the best scooter to handle in city traffic conditions. Partnering the Body Balance Technology are

first in its category are twelve inch alloy wheels, sleek contour body, LED Tail lamp with optical

guides, external fuel fill with hinged cap, an integrated glove box, twin city lamps, maintenance

free battery, gas filled rear shock absorber, under seat combo charger to charge the vehicle battery

as well as a cell phone and patented EZ center stand. The scooter’s under seat storage space that

can hold a full face helmet.

Scooty Streak

TVS Scooty Streak is one of most popular TVS Scooty Streak in India. Bajaj Bikes are always be

first choice for new Bike buyers in India. Have a look at the TVS Scooty Streak Bike details

which will guide all about this TVS Scooty

Streak. TVS Scooty Streak is a feature rich

Bike which ensure your safety while

driving. Get the details of Transmission,

safety feature, Suspension System, Comfort

& Convenience, and tank capacity.

The scooter has been given cosmetic

upgrades only and no changes have been brought at the engine level. The existing

technical specifications are as follows:

Type: 4 stroke single cylinder forced air cooled

Displacement: 87.8 CC

Max Power: 5 BHP @ 6500 RPM

Max Torque: 5.8 Nm @ 4000 RPM

Clutch: Pivot clutch centrifugally operated

Wheelbase: 1230 mm

Tyre Size front and rear: 90×90-10”

Kerb Weight: 96 KG

31

Fuel Tank capacity: 4.7 Liters

TVS motors, known for its unique

designs suitable for the Indian roads,

have recently launched the all new

Scooty Streak for girls. The new

Scooty Streak is available in five

different graphic options with an all

black color exterior. The scooter

comes with an added feature of

anti-skid tyres.

TVS Motors Scooty Streak is also equipped with external fuel lid to fill petrol without opening

the seats. The features of Scooty Streak includes effortless stand, lockable front glove box, LED

tail lamps and also added a mobile charger.

Specifications

TVS Scooty Streak features, and its engine power which is the most important factor when

buying any new or old Bikes in India.

With the ongoing success achieved by the Scooty series in the two-wheeler segment, TVS has felt

overwhelmed and has launched a new facelift model of the TVS Scooty Streak. The festive

season has probably motivated the brand to come up with something exciting and that is

why the new Scooty Streak comes with a couple of appreciable features which are as

follows:

An all new black colour with 5 different body graphic options

A more contoured seat to improve ergonomics and comfort level

A set of new broad anti-skid tyres that provide better braking stability on wet surfaces

An external fuel fill at the rear for convenient refueling

LED lamps

32

An easy-center stand to put the scooter on stand with least effort

An in-built mobile plug-in charger

Lockable glove box

Scooty Pep+

TVS Scooty Pep+ for its stylish design and better performance is the choice of many trendyyoungsters. Its 900 cc engine is now available with Roller Follower Mechanism. Its easy mobilecharging socket has the option for charging the mobile by avoiding the inconvenience causedwhile mobile gets switched off. It’s easy center stand makes the parking facility morecomfortable. Its key ring with glow surrounding makes it more eye-catching even at night.

TVS Scooty Pep Plus Mileage

45 – 50 km per liter in the long run

TVS Scooty Pep Plus Features and Specifications

Engine and

Transmission

Type 4 Stroke, Single cylinder forced air

cooledDisplacement 87.8 ccMax. Power 3.68 kW / (5 bhp) @ 6500 rpmMax. Torque 5.8 Nm @ 4000 rpmBore & Stroke 51 mm x 43 mm

Electrical

Ignition systems Digital DC CDIHead lamp 12 V, 35/35WTail lamp 12 V, 21/5 WBattery 12 V, 5 AhTurn signal lamp 12 V, 10 W

Dimensions,

Weight and

Capacity

Wheelbase 1230 mmKerb Weight 95 KgsBrake Drum (Front & Rear)110 mmFuel tank capacity 5 litGround Clearance 135 mm

DriveClutch Pivoted Clutch Centrifugally OperatedPrimary Drive Automatic CVT with torque sensor

33

Strength

1. Huge brand equity and one of the biggest players in the two wheelers Indian market

2. Excellent R&D, and wide variety of products in every segment

3. Excellent distribution and good number of service centers

4. TVS Group has over 40,000 employees and a customer reach of over 15 million

5. Associating itself with celebrity brand ambassadors

6. ‘Scooty’ as a brand has become a second name for the scooter rate segment

Weakness

1. Absence in the premium bike segment.2. Suppose to be very sophisticated.3. Spare parts are too costly.

Opportunity

1.Two-wheeler segment is one of the most growing industries

2.Export of bikes is limited i.e. untapped international markets

Threats

1. Strong competition from Indian as well as international brands2. Dependence on government policies and rising fuel prices3. Better public transport will affect two-wheeler sales

RESEARCH OBJECTIVE

34

Research is the process of systematically obtaining accurate answer to significant

pertinent questions by the use of gathering data, interpretation and work. Research

methodology is a way to systematically solve the research problem. At first problem

is defined carefully for conducting research. The study of research methodology

gives the student the necessary training in gathering material and arranging them,

participation in field work when required, and also training in techniques for the

collection of data appropriate to particular problem, in the use of statistics,

questionnaires and controlled experimentation and in recording evidences, sorting it

out and interpreting it. Knowledge of research methodology plays a key role in

project work. It consists of series of actions or steps necessary to effectively carry

out research and the desired sequencing of these steps.

An activity designed to boost the sales of a product or service. It may include an advertising

campaign, increased PR activity, a free-sample campaign, offering free gifts or trading stamps,

arranging demonstrations or exhibitions, setting up competitions with attractive prizes, temporary

price reductions, door-to-door calling, telemarketing, personal letters on other methods.

More than any other element of the promotional mix, sales promotion is about “action”. It is

about stimulating customers to buy a product. It is not designed to be informative – a role which

advertising is much better suited to. Sales promotion is commonly referred to as “Below the

Line” promotion.

Sales promotion can be directed at:

• The ultimate consumer (a “pull strategy” encouraging purchase)

Sales Promotions

c on su me r s s a le s p r om ot i on s

T ra de s a le s p romo t io ns

S a l es - f o rc e s a l es p r om o t io n s

35

• The distribution channel (a “push strategy” encouraging the channels to stock the product).

This is usually known as “selling into the trade”

CONSUMERS SALES PROMOTIONS

Consumer sales promotions encompass a variety of short-term promotional techniques designed

to induce customers to respond in some way. The most popular consumer sales promotions are

directly associated with product purchasing. These promotions are intended to enhance the value

of a product purchase by either reducing the overall cost of the product (i.e., get same product but

for less money) or by adding more benefit to the regular purchase price (i.e., get more for the

money).

c o ns um er s s a le s

p r om ot i on s

c o ns um er s s a le s

p r om ot i on s

Price-

off Offer

Price-

off Offer

Produc

t Sampl ing

Produc

t Sampl ing

36

Trade sales promotions

A type of promotion related activity whereby a product or service is pushed through

a marketing channel via the encouragement of those channel members to buy, as well as to

promote the product and/or service to their own group of customers.

37

Sales forces sales Promotions

Sales promotion directed towards the sales people is referred to as sales force promotions. These

schemes are intended to motivate sales people to put in more efforts to increase sales, increase

distribution, promote new or seasonal products, sell more deals to resellers, book more orders,

develop prospects lists and build up morale and enthusiasm.

Some of these activities are meant to prepare the sales people to do their jobs well and include

sales meetings and manuals, training programs, sales presentations, film and slide shows etc.

Prize distribution to winners is the more tangible aspect of any such program.

B o n u s t o s a l e s f o r c e

S a l e s f o r c e c o n t e s t

S a l e s m e e t i n g , s a l e s m e n ' s c o n v e n t i o n a n d c o n f e r a n c e

38

39

Sales promotions process

40

THE TVS INSTITUTE TVS Motors wanted to increase sales of the two-wheeler TVS Scooty in

smaller towns and mini-metros by creating relevance and need for the brand amongst women.

With the insight that ‘Any girl who learns to ride on a particular brand of bike would prefer to buy

the same brand’, we set up ‘The Scooty Institute’ to promote learning riding a two wheeler

amongst women, with the focus purely on education and empowerment. This was done in 55

towns across the country, with 400 certified women trainers. The emphasis was on education

rather than sales, yet the results of this program spilled over into creating phenomenal sales for

the Scooty brand. 0.3 Million women contacted. 25,000 women trained. This was India’s biggest

ever two-wheeler contact program. On the flip side, it enabled TVS to achieve a sales conversion

figure of 10%, against the targeted 5%, dealers who participated in the program saw a 15%

increase in sales over those dealerships who didn’t participate.

Female travel has increased substantially for going schools/colleges/ higher studies, professional

courses, tuitions healthcare, shopping, dropping kids to schools etc.

Cities are expanding very fast for high population growth so outskirt of the city lots of new

residential areas coming up and those locations are not still well connected with proper

transportation facility.

Traveling by public transport, like- congested buses, share auto, share taxi, local train and metro.

Close to 70% female are traveling by these. Every day they are facing lots of difficulties.

Traveling by public transport and waiting for it. Lot of harassment and wastage of time for them

and also it’s not comfortable and safe . They don’t have any control on public transport. They are

commercial. Unless until they will pick up more & more passenger with full capacity they won’t

move fast. So always there will be delay to reach the destination. 90% female are traveling

between 2 – 10 km. daily basis for going for studies / job / dropping kids to school etc.

41

They have to wait for public transports (for buses, auto, taxi etc.) average per day waiting period

for them 1-1.30mins. Time is most precious thing today depending on public transport as well as

depending on family members for day-to-day travel is very high.

Female wanted to become independent but incase of day-to-day travel they are still dependent on

family members or public transport. In India close to 40% male knows two-wheeler ridding but

incase of female its just 2%, even family having two wheeler but family members are not teaching

to their daughter / sister /wife.

Ultimately every female those who are traveling daily by public transport they have to face delay

in reaching destination or harassment or they have to carry mental tension & anxiety for

depending public transport. Apart from that frequent BANDH / GHERAO, it is affecting their

day-to-day schedule.

Very recent Govt. issued notice to stop moving more than 15 years old vehicles in city, like-Auto,

Bus, Taxi etc. So situation will be further worst those who are depending on public transport

because already transport department started seized those vehicles from the road.

Right from the beginning in 1994, our vision for TVS Scooty brand has been to empower women

and endow them with independence and self-sufficiency. In fact, this has even catalysed the

transformation of the Indian manufacturing landscape and touched the lives of millions of Indian

women.

Scooty is today a generic name for the category. Since the roll out of it's first TVS Scooty, a

product dedicated entirely to women, the brand has been known for its futuristic styling and

remains the most exciting two wheeler brand for young girls. In fact, it became the first brand in

the world to offer customers a choice of 99 colours. Each color in its repertoire allows consumers

to express their unique style and personality. They can choose their preferred colour from a range

of vibrant solids, glossy metallic’s and premium dual-tone pearl finish. In 2008, Brand Equity

voted Scooty as the 3rd most trusted automotive brand in India.

42

I have conducted surveys in schools, colleges and various places and also visited few apartments.

We have also done road safety program to create awareness among the students.

The schools visited are as follows:

1. South Point School2. National High School for Girls3. Shri Shikshayatan School4. Gokhale Memorial School5. Modern High School6. Kamala Girls School7. Nava Nalanda School8. Ramesh Mitra School9. Hindu High School10. M.P Birla School

The colleges visited are as follows:

1. Heramba Chandra College2. Sivnath Shastri College3. Basanti Devi College4. St. Xaviers College5. Shri Shikshayatan College6. Behala College7. Sarsuna College8. Andrews College

The various places visited are as follows:

1. South City Mall2. Forum

43

3. Dakshinapan4. Gariahat More5. Exide More6. Park Street Crossing7. Jadavpur 8B Bus stand8. Taratala More9. Ruby Hospital Stoppage

The apartments visited are as follows:

1. Manjulika Apartment2. City High3. CIT Apartment,Kasba4. CIT Aparment,Lake Gardens5. Neelachal Apartment

An exploratory research was carried out to understand the behavior dynamics, need of the

customers and also to know about their perception about Tvs Scooty.

The sources of information are both primary & secondary. A well-structured questionnaire was

prepared and personal interviews are conducted to collect the customer’s perception and buying

behavior, through this questionnaire.

Data can be collected by Primary as well as secondary method.

44

1) Primary Data Sources

A questionnaire was drafted which included sample rating scales like simple category scale,

multiple- choice response, multiple- choice multiple response, open ended questions, close ended

questions etc.

The questionnaire contain questions which help us to analyze the role of scooty in women life,

about their interest in two wheelers,whether women know two wheeler riding,will two wheeler

solve their daily transport problem,whether they are interested in buying two wheeler,whether

they are aware about tvs scooty & whether they are aware about tvs scooty institute.A

Questionnaire has been designed which was used for the survey.

2) Secondary data:

The secondary data is collected through the Websites related to scooty industry, Journals & Books

on Research Methodology.

1. Sampling Technique

A Questionnaire was prepared for conducting a survey for a comparative study of scooty industry.

The targeted group of females were students, working women and house wives.

2. Sampling Unit

The respondents who were asked to fill out questionnaires are the sampling units. These comprise

of employees are mostly service persons, school teachers and businessmen etc.

45

3. Sample size:

The sample size was restricted to only 100, which comprised of mainly students,house wives &

working women.

4. Sampling Area:

The area of the research was Kolkata (south).

The objective of the project is to find out that within KOLKATA how many woman know 2

wheeler riding and how many of them had heard about TVS SCOOTY. Besides this the

project is also to increase sales of the 3 products of TVS MOTORS which is 1. TVS

SCOOTY PEP+ 2. TVS SCOOTY STREAK 3. TVS WEGO. Besides this TVS had 2 wheeler

training institutes where lady trainers teach how to drive 2 wheelers to women those who are

interested in just 6 days for a minimum subscription of Rs 750.Since most of the women did not

know about this TVS SCOOTY INSTITUTE so the objective is also to create awareness among

women about this training program.

At the present time of cutthroat competition in every industry, every company want

to top the chart and want to show as big as possible figure of profits in its automobile

market. The scope of the study is:

The project is aimed at showing the perception of the customers of all income level. It also aimed to analyze the role of scooty in women life, about their interest in

two wheelers, whether women know two wheeler riding, will two wheeler solve

their daily transport problem, whether they are interested in buying two

4. SCOPE OF STUDY

46

wheeler, whether they are aware about tvs scooty & whether they are aware

about tvs scooty institute .This research has been conducted in parts of Kolkata mostly

South Kolkata.

Every project is bounded by its own quota of constraints and so did this. However, no

major limitations were encountered while carrying out the project. The ones that

were identified included some secondary aspects such as the following:

Due to time constraints and hectic schedules, there had been some difficulty in collecting the

required data from all the occupations. Also the sample size of 100 might not represent the perception of whole population, as the sample

size is too small for total population of Kolkata city. Project was undertaken in parts of Kolkata region only. So it might not be a true representation of

the views of other parts of India. The opinion expressed by the respondents may be biased.

Since the survey was limited to 100, it is rather difficult to give a precise conclusion

but I have tried to the best of my capability to give the conclusion on a

comprehensive manner.

1. OCCUPA TION OF RESPONDENTS

STUDENT 30%WORKING WOMEN 50%

HOUSE WIFE 20%

5. DATA ANALYSIS AND INTERPRETATION

47

STUDENT WORKING WOMEN HOUSE WIFE 0%

10%

20%

30%

40%

50%

60%

30%

50%

20%

OCCUPA TION OF RESPONDENTS

Interpretation: According to my survey about occupation of respondents, 30% were

students,50% were working women & 20% were house wives.

2. INCOME LEVEL OF THE RESPONDENT

LESS THAN 10,000 30%

10,000-20,000 45%

20,000-30,000 20%

ABOVE 30,000 5%

48

LESS THAN 10,000 10,000-20,000 20,000-30,000 ABOVE 30,0000%

10%

20%

30%

40%

50%

30%

45%

20%

5%

INCOME LEVEL OF THE RESPONDENTS

Interpretation : According to my survey about income level of the respondents, 30% of them

were earning less than Rs. 10000 pm, 45% of them were earning between Rs. 10000-20000 pm,

20% of them were earning between Rs. 20000-30000 pm and rest 5% were earning above Rs.

30000.

3. WAY OF TRAVELLING IN DAILY BASIS BY RESPONDENTS:

PUBLIC TRANSPORT80%

49

OWN VEHICLE 20%

1

0.8

0.2

1

WAY OF TRAVELLING IN DAILY BASIS BY RESPONDENTS

PUBLIC TRANSPORT OWN VEHICLE

Interpretation : According to my survey about the way of travelling in daily basis by

respondents, 20% of them use own vehicle and 80% of them use public transport.

4. DISTANCE COVERD BY RESPONDENTS IN DAILY BASIS

0 -5 km 15%

5-10Km 10%

50

10-15Km 70%

Above 15 Km 5%

0 -5 km 5-10Km 10-15Km Above 15 Km0123456789

15%

10%

70%

5%

DISTANCE COVERD BY RESPONDENTS IN DAILY BASIS

Interpretation: According to my survey about distance covered by respondents in daily basis,

15% of them travel in between 0-4 km, 10% of them travel in between 5-10 km, 70% of them

travel in between 10-15 km and rest 5% of them travel in between above 15 km.

5. RESPONDENTS TRAVELLING BY TWO- WHEELER

51

YES 33%

NO 67%

1

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

33%

RESPONDENTS TRAVELLING BY TWO- WHEELER

YES NO

Interpretation : According to my survey about respondents travelling by two wheelers, 33% of

them said that they travel by two wheeler and 67% of them said that they travel by public

transports like bus, auto, taxi etc.

6. NUMBER OF RESPONDENT WHO KNOW TWO-WHEELER RIDING:

YES 8%NO 92%

52

10

0.2

0.4

0.6

0.8

1

NUMBER OF RESPONDENTS WHO KNOW TWO-WHEELER RIDING:

Interpretation: According to my survey about number of respondents who know two wheeler

riding, 8% of them said that they know two-wheeler riding and 92% of them said that they don’t

know two-wheeler riding.

7. WHETHER TWO-WHEELER WLL SOLVE REGULAR TRANSPORT PROBLEM :

YES 24%NO 76%

53

1

0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.8

24%

76%

WHETHER TWO-WHEELER WLL SOLVE REGULAR TRANSPORT PROBLEM

YES

NO

Interpretation: According to my survey, 76% of them said that two-wheeler will not solve their

regular transport problem and 24% of them said that it will solve their regular transport problem.

8. RESPONDENT INTERSTED IN BUYING THEIR OWN TWO- WHEELER

YES 15%NO 85%

54

1

00.20.40.60.8

1

85%

RESPONDENTS INTERSTED IN BUYING THEIR OWN TWO- WHEELER

YES

NO

Interpretation: According to my survey about respondents interested in buying their own two-

wheeler, 15% of them said that they want to have their own two-wheeler and 85% of them said

that they are not interested in buying their own two-wheeler.

9. REPONDENTS WHO ARE AWARE ABOUT TVS-SCOOTY

YES 99%NO 1%

55

1

0 0.2 0.4 0.6 0.8 1 1.2

1%

REPONDENTS WHO ARE AWARE ABOUT TVS-SCOOTY

Interpretation: According to my survey about respondents who are aware about tvs scooty, 99%

of them said that they have heard about tvs- scooty and 1% of them said that they have never

heard about it.

56

10.ARE YOU AWEARE ABOUT TWO-WHEELER INSTITUTE IN YOUR CITY

YES 2%NO 98%

YES NO0%

20%

40%

60%

80%

100%

2%

98%

ARE YOU AWEARE ABOUT TWO-WHEELER INSTITUTE IN YOUR CITY

Interpretation : According to my survey, only 2% of respondents said that they are aware

about two-wheeler institute in their city and rest 98% said that they are not aware about it.

57

During my survey I found that people who stay within 10 km distance from home to office are

using more 2 wheelers than those whose stay above 10 km distance. Besides that most of the

working women and housewives who goes to the market or goes to the school for sending and

taking back their kids from school are more interested in having SCOOTY than young school

going or college going girls. Besides this, some of the elder persons or retired persons are

interested in travelling in TVS WEGO . This is because of their age , as it is difficult for an aged

person to drive a weighty bike. Some 10 to 12 men and women are also loyal customers of TVS

SCOOTY and some working men are also concerned about their wives daily travelling and they

want that their wives should know 2wheeler riding and they must have their own TVS SCOOTY.

Other than that since TVS SCOOTY INSTITUTE also provides the facility of obtaining

2wheeler driving license for females after having their training it also makes many females

interested in learning and having their own 2 wheeler. In my survey I had also found that most

of the NON- BENGALI girls and women are more interested in driving their own 2 wheelers

than BENGALI girls or women.

5. OBSERVATION

58

During my survey I found that most of the women did not know about the TVS SCOOTY

INSTITUTE . So it must be taken into consideration that TVS MOTORS must provide more

advertisements in different medias about their SCOOTY training programmes . Besides this

TVS MOTORS should provide more colourful TVS STREAK and TVS WEGO because most

of the customers are demanding more colourful TVS STREAK and TVS WEGO. Other than

that they can also make TVS SCOOTY INSTITUTE for teaching males how to drive 2

wheelers . Many of the young boys and young working men , though they are interested in buying

their own 2 wheeler but cannot purchase it, as they did not know 2 wheeler riding and in

KOLKATA no one having proper training would like to take risk in driving 2 wheelers in the

highways. Like females they can also arrange for 2 wheeler driving license for males also. If men

and women get their 2 wheeler riding training in TVS products then definitely they will get more

confidence in driving TVS products and whenever they will think to purchase a scooty or bike the

first option that will come to their mind is TVS scooty or bike because they know how to drive a

TVS SCOOTY because they had driven it during their 2 wheeler training. In this way TVS

MOTORS can also increase their market share and market growth in comparison to their

competitors. Since within KOLKATA most of the people did not have enough purchasing

power , so if TVS MOTORS can launch a less- price TVS SCOOTY or if they can pay more

attention in their instalment schemes it can also play a major role in increasing their sales.

6. SUGGESTION

59

60

Since most of the people know about the company TVS MOTORS and their different 2

wheeler’s name through mass advertising and different sales promotion techniques so TVS

MOTORS should continue their promotional activities as they are doing and it will be fruitful in

increasing their sales. On the other hand they must give more emphasis on their TVS SCOOTY

INSTITUTE where training is given how to drive 2 wheelers only to females by expert lady

trainers in just 6 days for just Rs 750. TVS MOTORS must provide mass advertising and can

also conduct road shows in spreading awareness about their innovative 2 wheeler training

programme. Besides this in future whenever any one of the TVS MOTORS employee will

conduct a survey he should give more emphasis in informing people about the TVS SCOOTY

TRAINING INSTITUTE besides informing the features and price of the TVS products. As

within KOLKATA most of the females did not know 2 wheeler riding it will help TVS MOTORS

as more females will take admission in their training institutes as no other 2 wheeler companies

provide this training facility. If they learn 2 wheeler riding on TVS scooters or bikes then quite

naturally they will have an emphasis on having a TVS scooty or bike when they will plan to

purchase as they know how to drive a TVS SCOOTY. So in this way also TVS MOTORS will

have an increase in sales of their different products. That’s what I have my experience in

working as a summer trainee in TVS MOTORS.

7. CONCLUSION

61

www.google.com www.scribd.com www.tvsmotor.in www.wikipedia.com www.scootygals.com www.bikedekho.com www.mouthshut.com www.myindiaguide.com

9. BIBLIOGRAPHY