A

PROJECT REPORT ON
A STUDY OF ADVERTISEMENT STRATEGIES
IMPLEMENTED TVS MOTORS TO INCREASE SALES
AT
TVS MOTORS Ltd, PUNE
SUBMITTED TO
SAVITRIBAI PHULE PUNE UNIVERCITY

IN PARTIAL FULFILMENT OF REQUIRMENT FOR THE AWARD OF

DEGREE OF
MASTER OF BUSINESS ADMINISTRATION
SUBMITTED BY
ANJALI KUMARI
MBA (MARKETING)
UNDER THE GUIDANCE OF
PROF. ASHOK TIWARI
SINHGAD INSTITUTE OF MANAGEMENT
VADGAON PUNE
2014-2016

DECLERATION

I the undersigned hereby declare that the Project Report entitled A STUDY ON
ADVERTISEMENT STRATEGIES IMPLEMENTED BY TVS MOTORS
TO INCREASE SALES written and submitted by me to the UNIVERSITY
OF PUNE, in partial fulfillment of the requirement for the award of degree of
MASTER OF BUSINESS ADMINISTRATION under the guidance of
PROF.ASHOK TIWARI is my original work and the conclusions drawn therein
are based on the material collected by myself.

ACKNOWLEDGMENT

I would like to express my gratitude towards Mr. Pradeep Sawant (C.E.O. The
Shelar TVS Motors, Pune) who gave me the opportunity to work for TVS Motors as a
summer internship. This project has provided me with valuable insights in practical
aspects of the two - wheeler marketing. I take this opportunity to express my
sincere gratitude toMr Sanjay Lavande (Network Manager, Pune) and
Mr Nitin Shrma (Territory Manager, Pune) for their valuable inputs and guidance. I
hope that TVS motors and ISMR Pune is benefited from the inferences,
conclusions and recommendations made by me in this report.

TITLE INDEX

Sr. No

TOPIC

EXECUTIVE SUMMARY

1.1

INDUSTRIAL PROFILE

1.2

NEED OF STUDIES

COMPANY PROFILE

2.1

BOARD OF DIRECTORS

2.2

PRODUCTS

2.3

SUBSIDIARIES OF TVS GROUP

2.4

COMPETITORS

2.5

AWARDS

2.5

STRATEGY

TASK UNDERTAKEN AND ADVERTISING

3.1

ACTIVITIES
SWOT ANALYSIS

3.2

RESEARCH METHDOLOGY

3.3

LEARNINGS

INTERPRETATION

FINDINGS, SUGGESTION, AND

5.1

CONCLUSION
QUESTIONNAIRE

5.2

BIBLOGRAPHY

Page No.

CHAPTER 1

EXECUTIVE SUMMORY

INDUSRTY PROFILE

NEED OF STUDIES

MISSION OF TVS MOTOR

VISION OF TVS MOTOR

EXECUTIVE SUMMARY

It gives me an immense pleasure to present you this entire project. The topic is A STUDY ON
EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY THE SHELAR
TVS MOTOR COMPANY TO INCREASE SALES
The summer training that we do is to get an experience of how the corporate world functions and how
the theory is different from the practical aspects of the industry. For the same purpose I got an opportunity
for my training at TVS Motors in the Sales and Service Department. TVS has been at the forefront in
bringing a revolution in the way personal commutation was happening, way back in the 1980s. Beginning
with launching a simple, easy-to-use moped for the middle class in India in the 1980s to launching 7 new bikes in a
single day (first time in the history of the automotive industry in the world),
The project report explains how advertisement impact on customer and analysis of different promotional
activities were performed in pane city. The research work done by collecting primary data and using
convenience sampling. It is clearly explained in the project about advertisement and their effect on customer
which leads to more sales and also explains awareness among regarding TVs showrooms, location, quality
of service. Thus it is explained that advertisement is a crucial factor for success of any organization.

Industry Profile:

Founder

T. V. Sun dram Iyengar (TVS MOTOR)

Year of Establishment

1911

Industry

Automotive - Two Wheelers

Business Group

The TVS Group

Product
Registered & Head Office

Motorcycles,

Mopeds,

Ungearedscooters,

components
TVS Motor Company
Jayalakshmi Estates V Floor
8, Shadows Road Chennai - 600006
Ph: 044-28272233 Fax: 044-28257121

Works

Post Box No. 4

Harita,Hosur 635 109
Ph: 04344-276780 Fax: 04344-276878
ByathahalliVillage, Kadakola Post
Mysore 571 311
Ph: 0821-2596561 Fax: 0821-2596550 / 2596553

Website

www.tvsmotor.in

Employees

4000

Automotive

Need for study

The need of the study is conducted is only for to the understand the advertisement how it effect on,

1. To getting market stage.

2. To producing products
3. To creation of demand and supply.
4. How it make financially strong?

Mission of TVS Motor:

We are committed to being a highly profitable, socially responsible and leading manufacture of high
value for money, environmentally friendly, lifetime personal transportation products under the TVS
brand, for customers predominantly in Asian markets and to provide fulfilment and prosperity for
employees, dealers and suppliers.

Vision of TVS Motor:

TVS Motor- Driven by the customer: - TVS Motor will provide total customer satisfaction by giving
the customer the right product, at the right price, at the right time.
TVS Motor- The Industry Leader:- TVS Motor will be one among the top two-wheeler manufactures
in India and one among the top five two-wheeler manufactures in Asia.

CHAPTER 2

COMPONY PROFILE
BOARD OF DIRECTORS
PRODUCTS
SUBSIDIAIES Of TVS GROUP
COMPETITORS
AWARDS
STRATEGY

COMPANY PROFILE
TV Sun dram Iyengar and Sons Limited (TVSs) is the holding company for the TVS Group of companies
engaged in the manufacturing of almost all kinds of automotive components, two wheelers and a few other
industrial products.
TVS Group was established in 1911 by Sheri. T.V. Sandarac linger. As one if Indias largest industrial
entities it epitomizes Trust, Value and Service.
TVS Motor Company Limited, the third largest two-wheeler manufacture. In India and among the top ten in
the world, with annual turnover of more than $ 1 billion in 2013-2014, and is the flagship company of the $
4 billion TVS Group.
The company has 4 plants - located at Hour and Mysore in South India, in Himachal Pradesh, North India
and one at Indonesia. The company has a production capacity of 300 thousand units a year.
The year 1980 is one to be remembered for the Indian two-wheeler industry, with the roll out of TVS 50,
Indias first two-seater moped that ushered in an era of affordable personal transportation. For the Indian
Automobile sector, it was a break through to be etched in history.
TVS Motor Company is the first two-wheeler manufacture in the world to be honored with the hallmark of
Japanese Quality The Deming Prize for Total Quality Management.
TVS Motor Company Limited is one of the largest two-wheeler manufactures and also among the fastest
growing companies in the country. It is the largest manufacturer of sub 180cc (160cc, 110cc & 70cc
category) 2-wheeler in the world.
It has the unique distinction of having sold nearly 4 million the highest ever in India. It exports its range of
products to 17 countries worldwide. Its unrelenting pursuit of customer satisfaction in all aspects if
manufacturing of 2-wheeler is reflected in over 6 million satisfied owners of mopeds, motorcycles and
scooters. Its 4000 highly motivated employees manufacture high quality vehicles from two manufacturing
plants in Hour and Mysore, with a wide dealer network of around 410.

TVS Motor's strength lies in design and development of new products - the latest launch of 7 products on the
same day seen as a first in automotive history. They at TVS deliver total customer satisfaction by
anticipating customer need and presenting quality vehicles at the right time and at the right price. The
customer and his ever changing need is our continuous source of inspiration.
TVS Motor Company has one of the most extensive networks with over 500+ dealers and 3500+ Customer
touch points.
We are the first in the two-wheeler industry to measure customer satisfaction, audited by external
consultants of international repute.
We have taken care to standardize facilities across all customer touch points. Up gradation of faculties and
continuous improvement in all processes is given importance. The company also takes an active part in
imparting training and capability building in all areas including sales, service and business management. All
our dealers are connected through the extended network of SAP, ensuring operational efficiency

DEALER PROFILE
Name of the Dealer
Address of the Dealer

THE SHELAR AUTO LTD

: THE SHELAR AUTO LTD
Pane Samara Road, Pune-411009

Year of Establishment

: Year 2010.

BOARD OF DIRECTORS
Venue Srinivasan

Chairman & Managing Director

Sudarshan Venu

Whole-Time Director

T. Kannan

Director

R. Ramakrishnan

Director

C.R.Dua

Director

H. Lakshmanan

Director

H. K. Singh

Director

K.S.Bajpai

Director

K.N. Radhakrishnan

President

S. G. Murali

Sr.Vice President

K.S. Srinivasan

Company Secretary

Products:
Two Wheelers in India was set up as a joint venture between TVS and Dunlop, UK in 1960. The company
supplies wheels as Original Equipment to all major vehicle manufacturers in the country. Wheels India is
entering into collaboration with Titan, the world leader in off-highway vehicle wheels relating to
earthmoving, construction and agricultural equipment. Manufacturing Plants are located at Chennai, Tamil
Nadu, Rampur, UP and Ranjangaon, Maharashtra. Wheels India has a workforce of 100.
Products and Service
Wheels for commercial vehicle, cars, jeeps, tractors construction equipment / earth mover and defense
vehicle, wire wheels for export and air suspension systems for commercial vehicle.

The major products

Motorcycles

TVS Star City+

TVS Star Sport

TVS Apache RTR 160

TVS Apache RTR 160 EFI (Electronic Fuel Injection)

TVS Apache RTR 180 New

Scooters

TVS Jupiter (110 cc)

TVS Wego (110 cc)

TVS Scooty Zest (110 cc)

TVS Scooty Pep+ (90 cc)

Moped

TVS XL Super HD (70 cc)

Launched Models:
1. Indias first 2 seater 50cc Moped TVS 50, launched in Aug 1980.
2. First Indian Company to introduce 100cc Indo-Japanese motorcycles in Sept 1984.
3. TVS Scooty India's 1st indigenous 100 cc variomatic scooter was launched in June, 1994
4. Introduced Indias first catalytic converter enabled motorcycle, the 110cc Shogun in Dec 1996.
5. Launched Indias first 5-speed motorcycle, the Shoaling in Oct 1997.
6. Launched TVS Fiero, Indias first 150 cc, 4 stroke motorcycle, in April 2000.
7. TVS Victor India's 1st 110, cc 4-stroke, indigenously designed and manufactured motorcycle was
launched in August,2001.
8. Launched TVS Star in Sept 2004, a 100 a motorcycle which is ideal for rough terrain, followed by
TVS Star Sport & Star Delux
9. TVS Launched XL Super HD in 2011.
10. TVS Launched Innovative Jupiter and Wego on 2013.
11. In 2014 TVS Launched 110 cc Scooty Zest.

Products:
TVS Phoenix
4-Stroke, 125cc, performance motorcycle with stunning new Dual Tone
Alpine White Colour with Stylish Graphics.
On Road Price:- 55375-

TVS Apache: 4-Stroke, 160cc high performance motorcycle.

On Road Price:- 89854/-

TVS Scooty+: 4-Stroke, 90cc scooterette for the new generation.

On Road Price:-49060/-

TVS Scooty Zest 110cc, Fastest Pick up, Largest Storage, Easiest Road Handling, 62kmpl.
On Road Price:- 55173/-

TVS Jupiter: 4-Stroke, 110cc CVT-i Engine, most awarded scooter ever
with 7 awards.In 2013-14, the R&D team delivered a new Scooter.
On Road Price:- 58564/-

TVS Star City+: 4-Stroke, 100cc value for money economy motorcycle for good mileage and rugged
terrain.
On Road Price:-55173/-

TVS Wego (110 cc, cvti technology) with 95% metal body and body balance technology, Attractive Arrow
Dynamics Shape
On Road Price:-59890/-

TVS XL Super HD :- 2 Stroke, 69.9 cc Max single cylinder engine,

On Road Price:-32388/-

Subsidiaries of TVS Group :

TV Sundaram lyengar and Sons Limited operates through the three following divisions:
TVS Sundaram Motors Madras Auto Service

1. TVS and Sons distribute Heavy duty Commercial Vehicles, Jeeps and Cars. It represents premier
automotive companies like Ashok Leyland, Mahindra and Mahindra ltd. Fiat and Honda. It also
distributes automotive spare parts for several leading manufacturers.
2. TVS & Sons has grown into a leading logistics solution provider and has set up state-of-the-art
warehouse all over the country. It has also diversified into distributing Garage equipment that ranges
from paint booths to engine analyses and industrial products.
3. Sundaram Brake Linings Limited- First Indian company to manufacture asbestos-free brake linings,
woven clutch facings and disc pads for automotive applications.
4. Sundaram Fasteners Limited- Indias largest manufacturer of radiator caps to GM in USA.
5. Sundaram Finance Limited Leading consumer finance company in India.
6. Sundaram Industries Limited - with a reputation built over five decades, comprises several division:
custom molded rubber products, tyre service and coach building. Also specializes in refrigerated
trucks and bunk beds.
7. Sundaram Clayton Limited - Sundaram Clayton Limited was established in 1962 in collaboration
with Clayton Dewandre Holdings Plc. (WABCO Automotive) pioneering the manufacture of air
brake systems in India.

COMPETITORS OF TVS MOTORS:-

HERO MOTOCROP
HONDA
BAJAJ
YAMAHA
SUZUKI

Supply Chain Management

Forming the inner of the extended TVS family; our suppliers are involved at every stage of product
development.
We extend core values and best practices to all our suppliers. Through continuous
training forums we impart TPM (Total Productivity Maintenance) and JIT (Just in Time) practices.
TVS suppliers are committed to quality through continuous improvement and up gradation of processes.
This has helped them obtain prestigious international certifications like ISO 9000, QS 9000 & TS 16949.
The TVS Motor Company R&D team has a strong pool of technical talent supported by state-of-the-art
infrastructure capable of developing new and innovative designs. Currently, more than 400 engineers work
on developing radically new products and cutting edge engine technologies. Our R&D team has developed
the revolutionary

Charge Variable Timing Intelligent (CVT-i) Engines, one of the most innovative

technologies developed in the two wheeler industry.

TVS R&D Engineers have published multiple technical papers in international conferences on engine and
vehicle technologies. They also have a number of patents to their credit.

Social responsibility :
This extended arm of the company believes in social responsibility and has involved itself in several
community development initiatives that have significantly improved the standard of living of the people in
51 villages across the country.

Economic development

The program enables people below the poverty line these adopted villages to earn their livelihood by
involveng them in activities that generate income.

Health
Health is one of the main focus areas of the Srinivasan Service Trust. Dental care camps; eye camps, health
check-up and nutrition programs are conducted. The initiative also focuses on primary health, maternal
health, child-care and leprosy eradication.

Infrastructure Development
The Company is actively in the community development of the villages by providing infrastructure facilities
such as housing, sanitation, roads drains, bus shelters, medical centre and natural resources management.

Rebuilding Quake Hit Villages

Suppurated by Rural Research & Development Society and Kutch Nave Nirman Abhiyan, the Company has
rebuilt Goyersama a village in the District of Gujarat, which was hit by an earthquake of unprecedented
scale and magnitude on 26th Jan 2001.

Awards:

TVS APACHE 5 coveted awards by leading Auto Magazines

Bike of the Year
INDIA Design Mark Awards 2013
Bike of the Year
Car & Bike Awards 2013
Bike of the Year
Top Gear Magazine Awards,
Z Gnition Unconditionally Auto
Design of The year 2014-Two wheeler
BBC Top Gear design awards 2014
Design of the Year- Concept Vehicles
Top Gear design awards 2014

Strategy
CONSOLIDATION is the current theme at TVS Motor. In the intervening period that is, before new models
are rolled out the company seems to be truing to refocus and offer potential customers more choice with
the launch of new variants under the existing badges.
The new variants have been fine-tuned based on customer feedback. They will attempt to offer more value
to the customer, even as competitors have been nibbling away at the companys market share.
The new variants are basically spruced up versions of bikes that have either been performing below
expectations or attracting customers only in specific markets.
So, the obvious two to get the cosmetologist treatment are the TVS Star City+ and the Sports.
The Designed to attract the entry-level bike buyer interested in a bit more of power and style, the Star City+
The extra power should give the City+ an advantage in the premium entry-level bikes category.
The Star City+ engine performance has been aided by a roller cam follower for reducing friction losses, and
this is expected to improve fuel-efficiency. The engine also features larger valves and a reworked air-box for
better sir induction.
The City+ also features changes to the chassis, including an increased wheelbase and a new box section
swing arm for greater stability and better maneuverability, handling and ride. The City+ wheelbase has been
increased from 1,200mm to 1,240mm, and comes with gas filled shock absorber at the rear.

The other additions are optional alloy wheels and disc brakes, new dual tone side panel stickers with five
color theme options, enhanced grip levers for better feel, and slightly reworked switchgear that feels more
study and reliable.
The Star City+ will target a potential, fuel-efficiency conscious 110cc bike buyer who live in the city and
will be willing to pay a marginally higher price for more features and better looks and finish quality.
Seat width on the Star City+ has also been increased slightly to improve ride comfort for long distance
travel. The roller can follower technology that TVS first adopted in the Centre has been inducted into the
Star City+ for friction reduction and increased mileage.
The bike will also sport a new, more rigid, reinforced chassis frame and wider three-inch tiers at the rear for
improved stability and road holding.
Dual tone colors are also being offered and TVS will soon launch a new advertising campaign for all its
three new variants-Scooty Pep+, Victor Edge and the Star City+.
Consumer preferences have shifted in favor of motorbikes and though this is partly related to price factors, it
is also due to the fact that motorcycles are actually being seen as better vehicles than the heavy and
unwieldy geared scooters.
Here comes gearless but, curiously enough, in the past one year the scooter has not only back, but is surging
ahead in sales-and this time it is sleeker, lighter and, most importantly, without gears. Indeed, in a number of
B and C cities and small towns across India, women and teenagers are taking to gearless scooters like
ducks to water.
Pre-delivery inspection:
This department consists of a PDI in charge under whom there are technician working. The
department is the responsible for checking the bike and making it ready before the delivery is made.

Work station:
This department is responsible for the maintenance and servicing of the bikes. In this department
there is a service manager, under who are supervisors or service advisors. Under the supervisor are the
technicians who service the bikes that have come for servicing.
There are the departments within the organization who have to report to the ex-director of the
organization.

Future Focus
In the future TVS Motor Company will be one among the top two 2 wheeler companies in India and one
among the top five 2-wheeler companies in Asia.
We will have profitable operations overseas, especially in Asian markets, capitalizing on our expertise in the
areas of manufacturing, technology and marketing. The Company will hone and sustain its cutting edge of
technology by constant benchmarking against international leaders. TQM will be a way of life and guide all
our endeavors.

Tie-up with BMW Motor :The Company entered into a long-term 'co-operation agreement' with BMW Motored.
This agreement inter alia is to source technological know-how for jointly developing and producing highend motorcycles that will cater to the segment below 500 cc. Program of the project is on schedule.

CHAPTER 3

TASK UNDERTAKEN AND ADVERTISING ACTIVITIES.

SWOT ANALYASIS

RESEARCH METHODLOGY

LEARNINGS

DATA COLLECTION

TASK UNDERTAKEN BY ME

1) Product Training:- The product training was provided by sales executive staff of the showroom for the
product feature and their specifications. It was very important to get the product training because unless and
until you dont have knowledge of the product, you cant sell or promote the product in the market. I came
to know the price of each product.
2) Personal selling at showroom:- After getting the product training I got the task to personally sale the
product in showroom. It was direct interaction with the customers coming in the showroom.
3) Leafleting:- After some days working at showroom I got new task to distribute the leaflets in different
areas.
4) Tagging:- Now this task was challenging one. In this task I have to go outside in societies and colleges
and in different areas for tagging. For this activity I was taking permission from secretary of the society
which was challenging one.
5) Rally:- Rally was organized and the group of people was roaming in whole pune-city. For this rally we
got one common T-shirt and Cap.
7) Tie up with Motor Driving School and Garages:- This was a good task in which I have to go to the
motor driving schools and garages and I have tell them that I have a good scheme for you and after that I
have to do a deal with them that if any customer come

in our office for teaching purpose, you should

ask them that they have two wheeler or not, If they dont have two wheeler and they are looking to buy a
new one you must suggest them to buy TVS two wheeler. Behind doing this you will get a commission of
Rs 800/- for per wheeler.
8) Promotion activities in Tent and Canopy:- This task was also interesting one, In different areas there
were tent and provision for canopy system. In that Canopy I have arrange the vehicle in a way that I will be
visible to the walking customers and take the enquiry.
9) Cold Calling:- In this task the data was provided by the authorities of cold customers and I have to call
them and ask them that they have purchased the two wheeler or not. If yes then which one and if not when
they are going to buy and which company two wheeler vehicle they are thinking to buy.

10) Direct Marketing:- We meet the customer face to face and try to convincing to purchases a vehicle.
This is very hard activity we face most of challenges in this marketing

AREA

SWOT Analysis

Strengths:Strong in Moped and scooter segment

Gaining popularity in the 100cc to 110cc segment
Capacity utilization in 100%

Weakness:Very less product portfolio in the motorcycle segment

Absence in the premium bike segment

Opportunity:Increase in the sale of sport bike segment

Credit financing by different banks in increasing
Exports of Bikes

Threat:Increase in fuel price

Inflation
Strong competition from Indian as well as International brands.

RESEARCH METHODLOGY

SAMPLING
Selection of Sample
Sampling allows us to concentrate our attention upon relatively small number of people and hence devote
more energy to ensure that the informational collected from them is accurate
POPULATION
People from Pune city
SAMPLE FRAME
All the existing customer of TVS bike and potential customer
SAMPLE SIZE
100 Units
SAMPLE METHOD
Convenience sampling.

Methodology
Primary Source:
Questionnaire
Unstructured interview
Secondary Source:
Company data through Internet
Organization Report

SOURCE & METHOD OF DATA COLLECTION

Data Source:Research is a way to systematically solve the problem. It may be understood as a science or study how
research is done scientifically. The research design is the basic framework which provides guidelines for the
rest or the research process. The research design specified the method for data collection and data analysis.
In it we study the various steps that are adopted by a researcher in studying his research problems. The
methodology used in the study involves the collection of primary and secondary data.

Primary data
Primary data are those which are collected a fresh and for the first time and thus happens to be original in
character. A list of items is prepared for the purpose of conducting an attitude survey. The questionnaires
were filled in by direct interview with the employees. In other words, it means that there are several methods
of collecting primary data particularly in surveys and descriptive researches.

Important ones are:

1. Observation method
The observation method is the most commonly used method especially in studies relating to behavioral
sciences. Observation becomes a scientific tool and the method of data collection for the researchers when it
solves for a formulated research purpose, is systematically planned and recorded and is subjected to check
and control on validity and reliability. Under the observation method, the information is sought by way of
investigators on direct observation without asking from the respondent.

2. Interview method
The interview method of collecting data involves presentation of oral-verbal stimulus and reply informs of
oral-verbal response. This method can be used through personal interviews and if possible through telephone
interviews.

Personal interview
Personal interview method requires a person known as the interviewer-asking questions in a face to face
contact to the other person or persons.

 Questionnaire
This method of data collection is quite popular, particularly in case of big enquiries. It is being adopted by
private individual research workers, private and public organization and even by government. A
questionnaire consists of number of questions printed or typed in a definite order on a form or set of forms.
The questionnaire is mailed to respondents who are expected to read and understand the question and write
down the replay in the space meant for the purpose in the questionnaire itself. The respondents have to
answer the questions on their own.

Merits
1. There is low cost even when the universe is large and is widely spread geographically.
2. It is free from the bias of the interviewer, answer are in respondents own words.
3. Respondents have adequate time to give well throughout answer.
4. Respondents who are not easily approachable can also be reached conveniently.
5. Large sample can be made use of and thus the results can be made dependable and reliable.

Demerits
1. Low rate of return of the duly filled in questionnaires, bias etc to non-response is often indeterminate.
2. It can be used only when respondents are educated and cooperating.
3. The control over questionnaire may be lost once it is sent.
4. It is difficult to know whether willing respondents are truly representative.
5. This method is likely to be the slowest of all.

Secondary data
Data those are already collected completed and processed by one another to their need or can be used by
anyone who wants the same researcher has to re modify this data. The secondary methods used in data
collection are as follows:
Company diary.
Company magazine.

Limitations
1. Because of time constrain my study confines only to Pune city & it is not possible to make extensive
study.
2. By busy working schedule of executives it is difficult to extract more information from them.

Sample design
A sample design is a definite plan for obtaining a sample from a given population. It refers to the technical
or the procedure the researcher would adopt in selecting items for the sample. It may as well lay down the
number of items to be included in the sample, i.e.; the size of the sample. Sample design is determine before
data. Researcher can choose some basics are relatively more precise and easier to apply than others.
Researcher must select/prepare a sample design which should be reliable and appropriate for his research
study.

Sample size
This refers to the number of items to be selected from the universe to constitute a sample. This is a major
problem for the researcher. The size of sample should neither be excessively large, nor too small, it should
be optimum. An optimum sample is one which fulfills the requirements of efficiency. Representatives,
reliability and flexibility, while deciding the size of samples researcher must determine the desired precision
as also our acceptable confidence level for the estimate. The size of population variance needs to be
considered as in case of larger variance usually bigger sample is needed. The size of population must be kept
in view for this also limits the sample size.

LEARNINGS

I came to know about products detailed information and knowledge.

Requirements for approval of finance schemes.

How to differentiate our product with our competitor.

Dealing with different types of people and their behavior.

Attracting new customers by distributing leaflets by giving some special offers.

Closing the customer by filling of booking from and delivering the vehicle.

Tagging plays important role for generating new customers and reminding old customers that we are
here to serve you.

Importance of Rally system.

Forcing the sales executive to achieve the target is important.

For selling two-wheeler test drive is very much important.

Daily interaction with the employees is important

In this industry lots of confidence is needed for convincing the customers to buy the product.

CHAPTER 4
DATA INTERPRETATION

01] I bought /would like to buy TVS bike because of

I bought/would like to buy TVS bike because of

Valid

Advertisement
Low price
Bramd name
Fuel Maintenance
Total

Frequency
19
39
12
30
100

Percent
19.0
39.0
12.0
30.0
100.0

Valid Percent
19.0
39.0
12.0
30.0
100.0

Cumulative
Percent
19.0
58.0
70.0
100.0

I bought/would like to buy TVS bike because of

50

40
39
30

30

20

F req uen c y

19
10

12

0
Advertisement

Bramd name
Low price

Fuel M aintenance

I bought/would like to buy TVS bike because of

19

respondents say they bought/like to buy TVS bike because of Ads

39

respondents say they bought/like to buy TVS bike because of Low price

12

respondents say they bought/like to buy TVS bike because of Brand name

30 respondents say they bought/like to buy TVS bike because of Fuel Maintenance

02] Are you aware of any other Dealers of TVS bike in Pune?

Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

yes

72

72.0

72.0

72.0

no

28

28.0

28.0

100.0

100

100.0

100.0

Total

72

28

The graph reveals that 72 respondents are aware of others dealers and distributors of TVS bikes
in pune and 28 are not aware. This means that awareness level of TVS bikes in pune is high but
there is scope for further improvement.

03] Through which source of advertisement did you know about above dealers?

Through which source of advertisement did you know about above dealers?

Valid

Road shows
News paper
Fairs
TV ads
Sales person
Hoardings
Total

Frequency
20
40
9
10
14
7
100

Percent
20.0
40.0
9.0
10.0
14.0
7.0
100.0

Valid Percent
20.0
40.0
9.0
10.0
14.0
7.0
100.0

30
28

20

20

15

14

Fr e q u e n c y

10
9
7

0
Road shows
Newspaper

Fairs

Leaflets
TV Ads

Hoardings
Sales Persons

Cumulative
Percent
20.0
60.0
69.0
79.0
93.0
100.0

 20

respondents say they know the dealers through the Road shows

40

respondents say they know the dealers through the News paper

respondents say they know the dealers through the Fairs

10

respondents say they know the dealers through the TV ads

14

respondents say they know the dealers through the Sales person

respondents say they know the dealers through the

Hoardings

04] Do you watch /read advertisement?

Do you w atch /read advertisement?

Valid

yes
no
Total

Frequency
85
15
100

Percent
85.0
15.0
100.0

Valid Percent
85.0
15.0
100.0

Cumulative
Percent
85.0
100.0

Do you watch /read advertisement?

40
20
60

Frequenc y

80

100

80

85

60

40

20
15
0
yes

no

Do you w atch /read advertisement?

The graph shows that 85 respondents likes to read /watch the advertisement, and

Frequency

15 not likes to read /watch the advertisement.

yes

no

05] Have you come across any ads of TVS AUTO LTD in news paper which you read?

Have you come across any ads of TVS Auto LTD in news paper
which you read?

Valid

yes
no
Total

Frequency
35

Percent
35.0

Valid Percent
35.0

65

65.0

65.0

100

100.0

100.0

Cumulative
Percent
35.0
100.0

35

65

 The graph shows that 65 respondents have not seen any ads TVS AUTO LTD of in news
paper, and
30 respondents have seen the ads

06] Which ad of TVS does you like in TV?

Which ad of TVS does you like in TV?

Valid

Victor GL
Scooty pep
Star city
Flame
Apache
TVS star
Total

Frequency
6
40
5
25
20
4
100

Percent
6.0
40.0
5.0
25.0
20.0
4.0
100.0

Valid Percent
6.0
40.0
5.0
25.0
20.0
4.0
100.0

Cumulative
Percent
6.0
46.0
51.0
76.0
96.0
100.0

Which ad of TVS does you like in TV?

50

40

40

30
25

30
40

Fre q u e n c y

20

20

10
6

0
Victor GL

20
50

Scooty pep

Star city

4
Flame

Apache

TVS star

Which ad of TV S does you like in TV ?

10
0
60

respondents say they like advertisements of Victor GL bike

40

respondents say they like advertisements of Scooty pep

respondents say they like advertisements of Star city bike

25

respondents say they like advertisements of Flame bike

70

20

respondents say they like advertisements of Apache bike

respondents say they like advertisements of TVS star bike.

Have you come across any ads of TVS Auto in news paper which you?
07] I like ad of above, because of

Frequency

I like ad of above, because of

Valid

Celebrities
Humor
Action
Thriller
Total

Frequency
50
33
12
5
100

Percent
50.0
33.0
12.0
5.0
yes 100.0

Valid Percent
50.0
33.0
12.0
5.0
100.0

Cumulative
Percent
50.0
83.0
95.0
100.0
no

I like ad of above, because of

60

50

50

40

33

Freq u enc y

30

20

10

12
5

0
Celebrities

Humor

Action

Thriller

I like ad of above, because of

50 respondents say they like advertisements because of celebrities.

33 respondents say they like advertisements because of Humor.
12 respondents say they like advertisements because of Action.
5

respondents say they like advertisements because of Thriller.

08] After watching the ads what were your reactions

After watching the ads what were your reactions

Valid

Called the dealer

Visit the dealer
Gathered more
information from
friends/ others
Browse the internet
No action
Total

Frequency
19
21

Percent
19.0
21.0

Valid Percent
19.0
21.0

Cumulative
Percent
19.0
40.0

20

20.0

20.0

60.0

3
37
100

3.0
37.0
100.0

3.0
37.0
100.0

63.0
100.0

After watching the ads what were your reactions

40
37
30

F re q u e n c y

20

21

19

20

10

0
Cal l ed th e dea l e r

Ga thered m ore i nform

Vi si t the d eal er

No ac ti on

Bro wse th e i nte rne t

After watching the ads what were your reactions

After watching the add

14 respondents preferred to call the dealer.
21 respondents preferred to visit the dealer.
20 respondents preferred to gathered more information from friends/others.
3

respondents preferred to browse the internet

37 respondents did not take any Action.

09] Have you seen any Hoardings of TVS Auto LTD in Pune?

Have you seen any Hoardings of TVS auto pune?

Valid

yes
no
Total

Frequency
30

Percent
30.0

Valid Percent
30.0

70

70.0

70.0

100

100.0

100.0

Cumulative
Percent
30.0
100.0

30

70

 The graph shows that 70 respondents have not seen any Hoarding of, TVS AUTO LTD and
30 respondents have seen the Hoarding.

10] I would buy at above dealers point because

I would buy at above dealers point because

Frequency
Valid

40
20

The sales people are

good
Quality of service and
responsive is very good
Easy finance
assistance is available
After sales, service is
good
Total

Percent

Valid Percent

Cumulative
Percent

39

39.0

39.0

39.0

14

14.0

14.0

53.0

10

10.0

10.0

63.0

37

37.0

37.0

100.0

100

100.0

100.0

I would buy at above dealers point because

80

50

40
39

37

30

Frequenc y

20

Have you seen any Hoardings of TVS auto in Pune ?

14

10

10

0
The sales people are

Easy finance assista

Frequency

Quality of service a

After sales, service

I w ould buy at abov e dealers point because

39 respondents say they would buy at mentioned dealer because sales person are good
yes

no

14 respondents say they would buy at mentioned dealer because quality of service is very good
Have you seen any Hoardings of TVS autoPune?

10 respondents say they would buy at mentioned dealer because easy finance is available
37

respondents say they would buy at mentioned dealer because after sales service is good.

11] Which sources of advertisement according to you would be more effective in Pune
city for sale of bikes?

Which sources of advertisement according to you would be more effective in

PUNE city for sale of bikes?

Valid

Road shows
Newspaper
Fairs
TV Ads
Leaflets
Sales Persons
Hoardings
Total

Frequency
14

Percent
14.0

Valid Percent
14.0

Cumulative
Percent
14.0

28
9

28.0
9.0

28.0
9.0

42.0
51.0

7.0

7.0

58.0

15

15.0

15.0

73.0

7
20

7.0
20.0

7.0
20.0

80.0
100.0

100

100.0

100.0

Which sources of advertisement according to you would be more effective

30
28

20

20

15

Fr equ enc y

14
10
9
7

0
Road shows
Newspaper

Fairs

Leaflets
TV Ads

Hoardings
Sales Persons

Which sources of advertisement according to you w ould be more ef f ective

The graph shows that:

14 respondents feel that the road shows would be more effective in Pune for the sale of bikes &
Scooter
28 respondents say newspaper would be more effective.
9 respondents say fairs would be more effective.
7 respondents say TV ads would be more effective.
15 of the respondents say leaflets would be more effective.
7 of the respondents say sales persons would be more effective.
20 of the respondents say Hoardings would be more effective

CHAPTER - 5

FINDINGS

 SUGGESTIONS AND CONCLUSION

BIBLOGRAPHY.

FINDINGS

The criteria on the basis of which respondents bought TVS bike is low price as said by 39% of respondent ,
followed by fuel efficiency is 30%
72% respondents said they are aware of other dealers/distributors of TVS bikes in Pune , 28%
respondents are not aware

 Sources through which respondents came to know about The Shelar TVS
MOTORS
o Road shows

20%

Newspaper

40%

Fairs

9%

TV ads

10%

Sales person

14%

o Hoardings

7%

85% respondents watch/read ads everyday and 15% respondents dont watch/read

ads everyday

50% respondents prefer reading Sakal News Paper and 21% respondents prefer

reading

Dviya Marathi ,17% respondents prefer reading The Times of India

65% respondents has not come across Pune TVS ads in news paper and 35% come
across ads in news paper

40% respondents like TVS Jupiter ads in TV and 35% respondents like Scooty Pep+
& Wego followed by 25% respondents like Apache & Star City+

50% respondents like the above ad in TV because of celebrities ,33% respondents

like because of humor

After watching the ad 19% of the respondents preferred to called the dealer, 20 % of
the respondents preferred to gathered more information from friends/others,37% respondents
has not taken any action

14% of the respondents feel that the road shows would be more effective in Pune for
the sale of bikes, 28% of the respondents say newspaper would be more effective, 7% of the

respondents say TV ads would be more effective,20% of the respondents feels hoardings are
more effect

CONCLUSION

TVS is a well-known two wheeler manufacturing company in India.

TVS Motor Company is the third largest two-wheeler manufacturer in India and one among the top
ten in the world, with annual revenue of more than Rs.10,098 Cr in 2014-15 (around USD 1.6
billion),
TVS Motor Company is also the 2nd largest exporter in India with exports to over 60 Countries
TVS Star City+ and Apache are the most technically sophisticated bikes.
TVS pep+, TVS Jupiter is the most demanding Scooter .TVS Star City+ is the new launched bike. It
offers better service to satisfy every customer

Recommendation

1) Newspaper is the media through which most of the customer could know about
TVS Motors. So company should emphasis on this mean of advertisement so as to create awareness
2) To make ads effective company should use celebrities in ads and there should be action and thrill in ads
that attracts viewer
3) Company can think of installing hoarding n prime locations for the visibility
4) The company should spend more on advertisement that is news paper, hoardings, road shows, local TV
spot networks. The company should try to attract the attention of the customer towards the advertisement
6) The TVS motors can offered different service to the customers

Annexure:

QUESTIONNAIRE

1] Which TVS bike do you own?

________________________________________________________________

2] I bought/would like to buy TVS bike because of

a) Advertisement

b) Low price

c) Fuel Maintenance

d) Brand Name

3] Are you aware of any other Dealers of TVS bike in Pune?

Yes

No

If Yes, which
_________________________________________________

4] Through which source of advertisement did you know about above TVS?
A) Road shows

b) News paper

C) Fairs

d) TV ads

5] Do you watch /read advertisement?

Yes

No

6] Which news paper you prefer reading?

a)

Sakal

b) Lokmat

c)

Divya Marathi

d) The Times of India

7] Have you come across any ads of TVS MOTORS in news paper which you read?
Yes

No

8] If yes which TVS bike did you see in the advertisement?

9] Which ad of TVS does you like in TV?

a) Scooty Pep+

b)Scooty Zest

c) Star city+

d) Jupiter

10] I like ad of above, because of

a) Celebrities

b) Humor

c) Action

d) Thriller

11] After watching the ads what were your reactions

a)

Called the dealer

b) Visit the dealer

c)

Gathered more information from friends/ others

d)

Browse the internet

12] Have you seen any Hoardings of TVS MOTORS in Pune?

Yes

No

13] In future if you would like to buy TVS bike where would you buy it in Pune

____________________________________________________________

14] I would buy at above dealers point because

a) The sales people are good
b)

Quality of service and responsive is very good

c)

Easy finance assistance is available

d)

After sales, service is goo

15] Which sources of advertisement according to you would be more effective in Pune city for sale of
bikes?
a. Road shows
b. Fairs

Newspaper

Leaflets

BIBLIOGRAPHY
BOOKS
Marketing Management by Philip Kotler
Marketing Research By Naresh Malhotra
WEB SITES
www.google.com
www.tvsmotors.com