Mukul Raj

B.Com (H)II Year

2017-18

REGIONAL COLLEGE
OF PROFESSIONAL STUDIES & RESEARCH
Affiliated to MJP Rohilkhand University, Bareilly

Pilibhit Bypass, BAREILLY (UP)

PROJECT ON

MARKETING STRATEGIES OF TVS MOTORS COMPANY LIMITED

(TITLE OF PROJECT)

(LOGO OF PROJECT COMPANY)

2016-2017

SUBMITTED BY:

MUKUL RAJ

B.COM. (HONOURS) – II Year.

 Mukul Raj
B.Com (H)II Year
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REGIONAL COLLEGE
OF PROFESSIONAL STUDIES & RESEARCH
Affiliated to MJP Rohilkhand University, Bareilly
Pilibhit Bypass, BAREILLY (UP)

CERTIFICATE
THIS IS TO CERTIFY THAT THE PROJECT TITLED

“MARKETING STRATEGIES OF TVS MOTORS COMPANY

LIMITED ”
(Title of Project)
HAS BEEN PREPARED BY

Mukul Raj
AS PER REQUIREMENT OF CURRICULUM OF B.COM. (HONOURS)- II Year.
THIS WORK IS AS PER GUIDELINES LAID OUT FOR THE SAME AND IS WORTHY OF APPROVAL.

Signature of Panel of Teachers

Dr. Anjali Chaudhary
Dr. Priya Verma
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B.Com (H)II Year
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Miss Surya Lata

REGIONAL COLLEGE
OF PROFESSIONAL STUDIES & RESEARCH
Affiliated to MJP Rohilkhand University, Bareilly

Pilibhit Bypass, BAREILLY (UP)

ACKNOWLEDGEMENT
I AM EXTREMELY THANKFUL TO ALL THOSE WHO HAVE HELPED ME IN COMPLETION OF MY

PROJECT TITLED

“MARKETING STRATEGIES OF TVS MOTORS COMPANY

LIMITED”.
MY PROJECT WOULD NOT HAVE COMPLETED WITHOUT THE

ENCOURAGEMENT, GUIDANCE AND MOTIVATION PROVIDED TO ME BY

Dr. Anjali Chaudhary, Dr. Priya Verma and Miss Surya Lata mam.
LASTLY, I WOULD THANK ALMIGHTY GOD FOR GIVING ME

COURAGE, WILL AND INTELLIGENCE TO COMPLETE THIS WORK.

Mukul Raj

B.Com. (Hons)
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II Year

EXECUTIVE SUMMARY
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EXECUTIVE SUMMARY

Topic of the study: “A study report on customer satisfaction and service analysis of TVS in

Bareilly city”

Need for study:

To understand the satisfaction level of the customer regarding the service provided by TVS, to

understand what are the customer requirement and improvement required by them in service .

Objective of the study:

 To know the customer satisfaction level towards services of TVS.

 .To know the problems presently faced by the customers at TVS.

 To know the new area of improvement.

Research Design:

 Primary Source: Questionnaire & Personal interaction.

 Secondary Source: Company data through Internet.

 Location: Bareilly.

Out come & Benefits of the study:

The outcomes of the this project would give the Organization a clear understanding about the

customer feedback as well as there satisfaction level and also to understand what the problems

faced at the time of service. With the help of this study report the organization come to know

the customer feedback and make improvements in the required area.

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CHAPTER 1

RESEARCH METHODOLOGY
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RESEARCH METHODOLOGY
Methodology is a way to systematically solve the research problem. It explains various steps

that are generally adopted by a researcher in studying the research problem.

RESEARCH DESIGN

A research design is purely and simply the basic frame work or plan for a study that guides the

collection and analysis of the data, In Financial Analysis, the researcher adopted the

Comparative research design in the collection and analysis of the data.

COMPARATIVE RESEARCH DESIGN

This research aims at comparing financial performance of two companies and the like over a

period of time. The study of financial performance of two motor companies in terms of

profitability over a period of time.

METHOD OF DATA COLLECTION

There are two types of data available to a researcher. These are

 Primary Data

 Secondary Data

Primary Data

Primary, data are generated when the researcher through company's show — rooms,

observations and experiments, to get a particular information.

Secondary Data

In includes those data which are collected from Company's own web-sites, earlier research

work and are applicable in the study in which the researcher has presently undertaken.
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CHAPTER 2

INTRODUCTION
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INTRODUCTION

TVS Motor Company has its origin in Sundaram Clayton Limited, Moped Division, started in

1980. The factory was started in Hosur, Tamil Nadu in southern India. The first product

launched was a 50 cc moped, which appealed to the masses because of its capability to carry

two people. In the same location, the same promotors started another company in 1984, in

collaboration with Suzuki Motor Corporation of Japan, for the manufacture of 100 cc

motorcycles under the brand name of Ind-Suzuki Motorcycles. Subsequently in the moped

division was bought by Ind Suzuki Motorcycles in 1987 and the company changed its name to

TVS Suzuki Ltd. Even though the company started producing all kinds of two wheelers like

mopeds, scooters and motorcycles, the collaboration with Suzuki continued for the motorcycles

only. The collaboration with Suzuki Motor Corporation ended in 2001 and since then the name

of the company changed to TVS Motor Company. The company now develops all types of two-

wheelers through its own in house R&D facility and manufactures in three locations in India,

Hosur in Tamil Nadu, Mysore in Karnataka and Baddi in Himachal Pradesh. It has recently

started a new manufacturing plant in Indonesia to cater to the South east Asian market. The

Chairman and Managing Director of the Company is Mr. Venu who is the grandson of TV

Sundaram Iyengar.

It is the only automotive manufacturer in India to get the prestigious Deming Prize. One of its

subsidiaries Sundaram Clayton was the first company in India to receive the Deming followed

by Sundaram Brake Linings also getting the Deming Prize. This prize is given to organizations or

divisions of organizations that have achieved distinctive performance improvement through the
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application of TQM in a designated year. Sundaram Clayton went on to be awarded the Japan

Quality Medal.

TVS Motor is the third largest two-wheeler manufacturer in India and ranks among the top ten

globally. It is the first company in the world to be honored with The Deming Prize for Total

Quality Management. The company was the first in India to launch 2-seater 50cc moped and

100cc Indo-Japanese motorcycles.

Mission Statement

Commitment 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 Statement

TVS Motor : Driven by the customer

TVS Motor will be responsive to customer requirements consonant with its core competence

and profitability. TVS Motor will provide total customer satisfaction by giving the customer the

right product, at the right price, at the right time.

TVS Motor : The Industry Leader

TVS Motor will be one among the top two two-wheeler manufacturers in India and one among

the top five two-wheeler manufacturers in Asia.

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TVS Motor : Global overview

TVS Motor will have profitable operations overseas especially in Asian markets, capitalizing on

the expertise developed in the areas of manufacturing, technology and marketing. The thrust

will be to achieve a significant share for international business in the total turnover.

TVS Motor - At the cutting edge

TVS Motor will hone and sustain its cutting edge of technology by constant benchmarking

against international leaders.

TVS Motor - Committed to Total Quality

TVS Motor is committed to achieving a self-reviewing organization in perpetuity by adopting

TQM as a way of life. TVS Motor believes in the importance of the process. People and projects

will be evaluated both by their end results and the process adopted.

TVS Motor - The Human Factor

TVS Motor believes that people make an organization and that its well-being is dependent on

the commitment and growth of its people. There will be a sustained effort through systematic

training and planning career growth to develop employees. talents and enhance job

satisfaction. TVS Motor will create an enabling ambience where the maximum self-actualisation

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

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

TVS Motor - Responsible Corporate Citizen

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

all business activities and ensures protection of employees and environment including

development of surrounding communities. TVS Motor strives for long-term relationships of

mutual trust and interdependence with its customers, employees, dealers and suppliers.

Heritage

TVS Group - 100 years young

The TVS group has always been inspired by a century long mission and vision of its own destiny.

It is not just a business but a way of doing business, which sets TVS apart from others.

Back in 1911, to the founder of the company, the ordinary ambitions of a bus fleet operator or

a vehicle servicing business would not suffice. Rather, he wanted to create an enduring

business led by a family of like minded workers and managers united by a set of shared high

principles. Driven by this inspiration, the TVS group has today emerged as India's leading

supplier of automotive components. Today the TVS Group is the largest automotive component

manufacturer in India, with annual turnover of more than USD 4 billion.

The group has over 30 companies employing a work- force of 40,000 people.

Underlying the success of the group is its philosophy of commitment to the cherished values of

promoting trust, value and customer service. This was the personal philosophy of the Group's

Founder Mr T V Sundaram lyengar, and it remains the overarching code by which the Group

functions. Market leadership and rewards of business have followed naturally.

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The inspirational heritage

Although the letters TVS represent the initials of the founder, T V Sundaram lyengar, within TVS

they have always stood for Trust, Value and Service. The founder of the company embodied

these values and set an example for all employees to emulate.

TVS believes that the success of any enterprise is built on the solid foundation of customer

satisfaction.

Continuous innovation and close customer interaction have enabled TVS companies to stay

ahead of competition. Quality at TVS determines not only the end product but the systems,

processes and operations at all levels. The first four companies in India, which have won the

coveted Deming Prize, are from the TVS group.

The business ranges across automobile component manufacturing, components distribution,

manufacturing of powered two-wheelers, computer peripherals, financial services, contract

manufacturing services and software development.

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

group in terms of size and turnover.

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.

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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

and above their daily routine. Daily work management

Daily 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 consultants

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

Many firsts to the Automotive Industry in India

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), TVS has often taken the unbeaten path to

innovation.

Ushering in the personal transportation revolution :

1980: Launched TVS 50, India's first 2 seater 50 cc moped

1984: First Indian company to introduce 100 cc Indo - Japanese motorcycles

1994: Launched India's First indigenous scooterette (sub - 100 cc variomatic) - TVS Scooty

1996: Introduced India's first catalytic converter enabled motorcycle, the 110 cc Shogun

1997: Introduced India's first 5 speed motorcycle, Shaolin

2000: Launched India's first 150 cc, 4 stroke motorcycle - The Fiero
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2001: Launched India's first fully indigenously designed and manufactured motorcycle.

2004: Launched the revolutionary VT-I engine for the best in class mileage in TVS Centra

2006: Launched TVS Apache - first bike to win 6 awards in a row

2007: Apache RTR - first two wheeler in India to have racing inspired engine and features.

2008: TVS Flame, TVS Scooty Electric Vehicle and Three wheeler TVS King launched.

2009: TVS Apache RTR 180 and TVS Streak launched.

2017: TVS JIVE the auto clutch bike launched

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CHAPTER 3

ORGANIZATION STRUCTURE
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ORGANISATION PROFILE

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.

Sundaram Clayton, then the flagship company, was founded in 1962 in

collaboration with Clayton Dewandre Holdings, United Kingdom. It manufactured

brakes, exhausts, compressors and various other automotive parts. The company

set up a plant at Hosur in 1978 to manufacture mopeds as part of a new division.

A technical collaboration with the Japanese auto giant resulted in the joint-

venture Ind Suzuki Limited in 1982 between Sundaram Clayton Ltd and Suzuki

Motor Corporation. Commercial production of motorcycles began in 1984.

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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.

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
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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.

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TVS Motor Company Limited

Type Public company

Traded as BSE: 532343, NSE: TVSMOTOR

Industry Automotive

Founded 1978

Founder(s) T S Srinivasan

Headquarters Chennai, India

Key people Venu Srinivasan(Chairman & MD)

Products Motorcycles, scooters, three-wheeler vehicles and spare

parts

Revenue INR 62.99 billion (US $ 1.26 billion)

Parent Sundaram-Clayton Limited

Subsidiaries PT TVS Motor, Indonesia

Website www.tvsmotor.in
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TVS Motor Company Limited (BSE: 532343, NSE: TVSMOTOR) 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.

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TVS GROUP:

TVS Group was established in 1911 by Shri. T.V. Sundaram lyenger. As one if

India’s 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 an annual turnover of over USD 650

million.

The year 1980 is one to be remembered for the Indian two-wheeler industry, with

the roll out of TVS 50, India’s 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 100cc (50cc, 60cc & 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

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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 Hosur and Mysore, with a wide dealer network of around

410.
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AWARDS

TVS Motor won the Deming Application Prize in 2002, becoming the first and only

Indian two-wheeler company to win the award given to companies that do

outstanding work in the field of Quality Management. It is considered to be one of

the world's most prestigious quality awards. The same year, the work done for

the TVS Victor motorcycle won TVS Motor the National Award for successful

commercialization of indigenous technology from the Technology Development

Board, Ministry of Science & Technology, Government of India. In 2004, TVS

Scooty Pep won the 'Outstanding Design Excellence Award' from BusinessWorld

magazine and the National Institute of Design, Ahmedabad. The effective

implementation of Total Productivity Maintenance practices won TVS Motor the

TPM Excellence Award given by the Japan Institute of Plant Maintenance in 2008.

TVS Motor has won several management awards, notable among them being the

Emerging Corporate Giant in the Private Sector awarded by The Economic Times

and the Harvard Business School Association of India. Business Today magazine

awarded TVS Motor the Best Managed Company and the Most Investor Friendly

Company awards. Its advertising practices won it the Good Advertising award by

Auto India Best Brand Awards 2009. Company Chairman Venu Srinivasan is a
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recipient of several awards for corporate excellence such as the Star of Asia

Award by Bloomberg BusinessWeek and the JRD Tata Corporate Leadership

Award. The University of Warwick, United Kingdom gave him an honorary

Doctorate of Science degree while the Government of India honoured him with

the Padma Shri, one of India's highest civilian distinctions.

Innovative implementation of Information Technology has won TVS Motor the

Ace Award for Most Innovative .

TVS APACHE bages 5 coveted awards by leading Auto Magazines

“Bike of the Year”

CNBC-TC18 AUTOCAR AWARDS 2006

“Bike of the Year”

OVERDRIVE Awards 2006

“Bike of the Year”

Business Standard Motoring Awards 2006

“Indigenous design of the year”

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OVERDRIVE Awards 2006

“Design of The year 2006-Two wheeler”

BBC Top Gear design awards 2006

SCOOTY PEP PLUS

“Scooter of the year”

OVERDRIVE Awards 2006

ISOTOPE 200 (CONCEPT BIKE FROM TVS motor Company )

“Design of the Year- Concept Vehicles”

Top[ Gear design awards 2006

TVS Motors Ltd.

Company Structure

Founder : T V Sundaram Iyengar

Date of Establishment: 1982

Revenue: 791.649 ( USD in Millions)

Market Cap: 27816.3505247 ( Rs. in Millions )

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Corporate Address: Jayalakshmi Estates,29 (Old No.8) Haddows Road, Chennai-

600006, Tamil Nadu www.tvsmotor.co.in

Management Details

Chairperson - Venu Srinivasan

MD - Venu Srinivasan

Directors - C R Dua, H Lakshmanan, K S Bajpai, Prince Asirvatham, R Ramakrishnan, T Kannan, T

S Rajagopalan, Venu Srinivasan

Business Operation

Background

TVS Motor Company was incorporated in 1982. It is third largest two-wheeler manufacturer in

India and one among the top ten in the world. TVS Motor is the flagship company of the $4

billion TVS Group.

The company manufactures a wide range of two wheelers such as mopeds, scooters and

motorcycles.

It has four manufacturing facilities located at Hosur, Mysore, Himachal Pradesh and Indonesia

and a production capacity of 300 thousand units a year.

Financials

Total Income - Rs. 37507.8 Million ( year ending Mar 2017)

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Net Profit - Rs. 310.8 Million ( year ending Mar 2017)

Company Secretary: T S Rajagopalan

Auditors: Sundaram & Srinivasan

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CHAPTER 4

OUR PRODUCT
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OUR PRODUCT

TVS motors have a range of two-wheelers under all the categories and it is the only Indian two-

wheeler manufacturer that has a product line of moped to a premium segment bike.

It manufactures moped (XL Super/Heavy Duty) and scooterettes (Scooty pep+/Streak). The

entry/economy segment bikes are the Star duo (City/Sport/JIVE) while Flame is in the executive

segment and Apache RTR (160/Fi-160/180/ABS) in the premium segment. Their latest launch

WEGO is a unisex scooterette.

TVS is also venturing in the three-wheeler market with King which was launched in 2008

Apache RTR 180/160 /ABS

TVS motors have come up with another variant of apache – the RTR 180 ABS. Apache RTR has

been very well received by bike enthusiasts and the new RTR 180 is going to take a step further
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with more powerful engine and some interesting additions in design. The bike retains the basic

lines of the current RTR & comes with all the high tech features: digital speedometer with top

speed, 0-60 timer, trips, and other extra functionality plus stunning looks. Apache RTR looks

best in its class and has been priced very competitively in comparison to other bikes in its

segment.

The Apache RTR 180 is powered by a 177.4cc engine which generates 17 Bhp of maximum

power with 15.5 Nm of maximum torque. The new 177.4cc mill is a bored out variation of the

160cc mill, and has a longer stroke too. The new engine still remains an oversquare unit, but

not so much so as the 160. Power is up by 1.3 Bhp to 17 Bhp and the new engine produces 2.4

more units of twisting force at 15.5Nm. The peak power is produced at 8500 rpm, similar to RTR

160, though the peak torque is now produced at 6500 revs.

The aerodynamic air scoops add to the design plus it ensures air is directed towards the engine

unit to help better cooling efficiency. TVS claims the new apache RTR 180 to reach 60kmph

from standstill in 4.15 seconds and top speed as 125kph.

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JIVE

TVS India has tapped the market of gearless bikes with the launch of TVS Jive. It is the first

Indian two-wheeler to feature automatic transmission. Jive comes with 4-speed transmission

but features a hand-free gearshift and it comes with T-matic technology. TVS Jive comes with

gear Indicator and under seat space which can accommodate a bottle, umbrella or any

documents.

In terms of design and styling TVS Jive looks very balanced and simple, as it is a commuter bike,

the buyers don't expect lot of styling. TVS has kept it very basic and it looks like the TVS Star

City from many angles. The only change is the spruced-up tank which brings character to the

Jive.

Jive is powered by a new 110cc engine which also powers the TVS Wego. The 110cc engine of

TVS Jive generates maximum power of 8.1 Bhp at 7500 rpm with 8.1 Nm of torque at 5500 rpm.
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TVS has good experience in manufacturing bikes with automatic clutch as they are selling TVS

Neo in Indonesia and it is selling in good numbers.

The TVS Jive features a rotary gear technology and two clutches. One of the two is a normal

multiplate job while the other one is a automatic centrifugal clutch that prevents the engine

from stalling. There is an anti-stall mechanism to boot – which means that even when you try to

ride along in a high gear at low speeds, the motorcycle does not sputter and stall. Also, the

rotary gear system means that you can shift directly from a high gear to neutral. Convenience-

wise, the Jive is going to please a lot of new riders or people have to ride a lot in heavy traffic.
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FLAME

Flame sports a new design and embraces the contemporary black theme. Flame borrows the

headlamp, front fender, attractive rear view mirrors, body colored shock absorber springs and

special engine cowl from its big brother apache.

Flame is packed with exciting features like attractive body graphics, alloy wheels, disc brake at

the front, electric start and handle bar weights to control vibrations. It has been designed to

capture attention in one go. The bike has been given a contemporary urban look by having a

black theme.

The Flame is technologically the most advanced motorcycle in the country with a 3-valve 125cc

engine and sports the India’s first three-valve CC VTi (controlled combustion variable timing

intelligent) engine.

The engine produces maximum power of 10.5 bhp at 8,250 rpm. TVS has patented the CC-VTi

technology in Austria and rest of the world. It has sporty delta-edge exhaust that is not just a
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styling element but also to deliver the smoothest of sounds, lowest emissions and excellent

performance.

The engine has two different in take ports, swirl and power port. A swirl motion is created of

the intake air-fuel mixture in the combustion chamber, which leads to efficient burning of lean

air-fuel mixture and helps improve the bike’s fuel efficiency.

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STAR CITY/SPORT

CITY

TVS India launched the upgraded and refreshed Star City in 2007. The graphic design on the fuel

tank was replaced by new graphic pattern. A new colour option had been added and it now

came with a 12V mobile charger socket, placed just behind the front left indicator. This made

the Star City the first motorcycle in India to have this feature.

TVS Star city sports a new 110cc CVTi engine with VTi technology consisting of fuel cut-off on

deceleration and significantly reduced friction to improve the overall fuel efficiency. TVS bikes

have always been known to be tidy handlers, and the Star City is no different, offering among

the better handling traits and ride character within its segment. Riders will find the bike
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2017-18
moulding them into an upright and commuter-friendly posture. The frame skeleton is a single

down-tube with the engine bolted on and offers just the right rigidity.

The Star City continues with a rectangular section swing arm. Star City also allows riders to

adjust the rear shock absorbers via a convenient lever with no additional tools required for the

job. Additionally, it has the option of an electric start and alloy wheels and comes with standard

features like backlit speedo with fuel gauge, econometer for better mileage and ride switch

shocks for a truly smooth ride.

 Mukul Raj
B.Com (H)II Year
2017-18
SPORT

TVS expanded its economy segment offering with the launch of, 'Sport' - a stylish, compact and

affordable 100 cc motorcycle, aimed at discerning urban motorcycle customers who are on the

look-out for a sleek and compact style.

TVS Sport looks more or less same like the Star City. Body panels and tail lamps received some

tweaking to give sleeker and elegant appearance overall from rear. The fuel tank is sleek and

the dual toned side panel makes it attractive. TVS Sport is fitted with alloy wheels, broad tyres

and a shoetype seat which gives it a sporty look. TVS Sport is a bike good for average users who

are looking for a bike which offers good features along with decent mileage.

TVS Sport is powered by a 99.7cc engine which generates maximum power of 7.5 Bhp @ 7500

rpm with maximum torque of 7.5 Nm @ 5000 rpm. The engine is mated to 4 speed gearbox.

The suspension has the same looks as that of the Star City, but the rear one comes with 5 steps

adjustable stroke that is just a little longer than the Star City.
 Mukul Raj
B.Com (H)II Year
2017-18
SCOOTY PEP+/STREAK

The Pep+ retains the familiar face with its friendly expression but gets a tangy new set of

graphics. The grab-rail also now matches its body colour. Dual-tone shades spruce up the

scooter with a racy chequered look on the front apron and rear panels. Grips, levers, switchgear

and mirrors are top-notch. In a smart move, the key slot itself is fluorescent, so as to allow

grope-free access in the dark. There's also a new cell phone-charging point.

Pep+ lights up its lockable underseat storage bay and offers yet another smart feature that

would do well on any such scooterette, a spring at the mounting pivot prevents the seat from

accidentally closing at a fuel station and crushing unsuspecting fingers. It retains its quality feel

in offering alloy rims, both front and rear. The Plus not only feels meaty where it matters most

in its low- and midrange punch, but does manage a relatively respectable top speed of 71kph

delivered with refinement. The Scooty was always bold offering twin telescopic forks as front

suspension. While the rest of the industry sticks with diminutive and far less effective front

dampers, the Pep Plus carries forward this handling-enhancing theme. At the rear, there is a

single shock absorber doing duty in conjunction with its hinged engine.
 Mukul Raj
B.Com (H)II Year
2017-18
STREAK

TVS after enjoying huge success with its scooty pep has now come up with a scooter called

Scooty streak.. Scooty streak is the TVS second attempt to conquer the 100cc plus scooter

customer, after its first attempt in 1999 with 150cc four stroke Spectra. The geared scooter

spectra failed to take off in the market and it was withdrawn. Scooty streak is a 100cc plus four-

stroke scooter which is positioned above the scooty and it targets urban customers.

With the scooty streak, TVS hopes to widen its customer base. The 90cc TVS Scooty has always

been associated with women and the 100cc plus scooty streak could bring in male customers

into the fold. It inherits the styling of the popular scooty which means the Scooty streak will not

be a full- bodied scooter.

 Mukul Raj
B.Com (H)II Year
2017-18
Scooty streak is a typical gearless scooter with a prominent snout, handlebar mounted

headlamp, multi-purpose die-cast rear grab rail and contoured seats. TVS Scooty Streak comes

with a razor sharp, sleek unisex styling features sharp head lamps and LED tail-lamps.

Scooty streak also comes with broad anti-skid tires that provide enhanced wet braking stability

and is equipped with an external fuel fill at the rear for refueling. Mobile charger and a lockable

front glove box are the other usable features in the new scooty streak.
 Mukul Raj
B.Com (H)II Year
2017-18
WEGO

TVS India launched all new gearless scooter - The Wego in Nov2009. It is powered by a new

110cc engine. TVS has good experience in manufacturing scooterettes with automatic

transmission as they are selling TVS Scooty Variants in good numbers. But Scooty is generally

considered by only female buyers and TVS wants to capture the market of Suzuki Access &

Honda Aviator which are unisex scooter. Though Wego is not too unique and different in terms

of style and technology in comparison to its rivals but it can be very successful as it has been

priced very competitively.

TVS has made use of vehicle simulation models, computational fluid dynamics and frequency

response analysis techniques to ensure smooth and noise-free engine and best-in-class ride

comfort and handling. The all aluminum low-friction engine ensures best-in-class mileage.

Multi-reflector halogen headlamps and LED tail lamp with optical guides give the scooter

dynamic styling better described as urban dynamism.

 Mukul Raj
B.Com (H)II Year
2017-18
One of the unique features of TVS Wego is its 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. Other innovations

that 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.

 Mukul Raj
B.Com (H)II Year
2017-18
XL HEAVY DUTY/SUPER

Its 70 cc engine provides easy kick start for smarter beginning. Reliability of this two-wheeler is

assured by its auto wet clutch system, wheel removal with QD wheel system, safer suspension.

The only difference between the two variants is of 9 kg weight more of TVS XL Super HD. Its

bold tubular frame gives proper support to the rider's to ride it any road condition. Night riding

becomes safer due to the presence of powerful 12V electrical system. It has detachable seat

and load carrier keeping in mind its passengers.

 Mukul Raj
B.Com (H)II Year
2017-18

CHAPTER 5

PLANT LOCATION
 Mukul Raj
B.Com (H)II Year
2017-18
PLANT LOCATION

TVS Motor Company TVS Motor Company

Post Box No. 4 Post Box No.1

Harita,Hosur - 635 109 Ph: 04344-276780 Fax: Byathahalli Village, Kadakola Post

04344-276878 Mysore - 571 311

Ph: 0821-2596561 Fax: 0821-

2596550 / 2596553

TVS Motor Company Registered Office

Village Bhatian, Bharatgarh Road, TVS Motor Company

Teh. Nalagarh, Dist. Solan, Jayalakshmi Estates V Floor

Himachal Pradesh - 174 101 8, Haddows Road Chennai - 600006

Ph : 01795-220492, 220493 Ph: 044-28272233 Fax: 044-

Fax: 01795-220496. 28257121

 Mukul Raj
B.Com (H)II Year
2017-18

CHAPTER 6

MARKET SHARE
 Mukul Raj
B.Com (H)II Year
2017-18
MARKET SHARE

In the two wheelers segment Hero Honda is the major company with over 50% of the market

share (by volume). A distant second is Bajaj with about 25.65 % of the market share and TVS

motors is third in the race with just over 18 % market share. Together the top three companies

constitute for more than 93 % of the total sales in the industry other minor players being Honda

and Yamaha.
 Mukul Raj
B.Com (H)II Year
2017-18

CHAPTER 7

MARKETING STRATEGIES
 Mukul Raj
B.Com (H)II Year
2017-18
MARKETING 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 company’s

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 Victor GX and the Star.
 Mukul Raj
B.Com (H)II Year
2017-18
The 110cc Victor GX was not finding many takers from either the 100cc or the 125cc segments.

Designed to attract the entry-level bike buyer interested in a bit more of power and style, the

Victor GX (and for that matter the GLX) has not been able to stir up the same level of interest

among potential customers that the original Victor had managed to do.

Now, TVS is replacing the Victor GX with newly developed Victor Edge, and the principal change

is the heart transplant. The old 110cc engine has been hauled out and a slightly tweaked

version of the GLX’s 125cc engine has been in its place.

The new, fine-tuned 125cc engine delivers a higher 9.2 bhp of peak power against the 8.1 bhp

that the earlier 110cc engine managed.

The extra power should give the Edge an advantage in the premium entry-level bikes category.

However, TVS has not chosen to replace the four-speed gearbox with a Five-speed shifter, a

feature that more bikes in this segment want as part of the package.

The Victor Edge’s 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.

Overall, the changes boost peak torque to a high 10 Nm at a low 4,000 rpm.

The Edge 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

Edge’s wheelbase has been increased from 1,200mm to 1,240mm, and comes with gas filled

shock absorber at the rear.

 Mukul Raj
B.Com (H)II Year
2017-18
The other additions are optional alloy wheels and disc brakes, new dual tone side panel stickers

with five colour theme options, enhanced grip levers for better feel, and slightly reworked

switchgear that feels more study and reliable.

The Edge is priced at Rs. 40,990 (ex-showroom, Channai).

Along with the launch of the Victor edge, TVS has unveiled a new version of the company’s

barebones, entry-level 100cc bike.

The Star (spelt as StaR) had replaced TVS’ long standing two-stroke entry-level bike series – the

erstwhile Max 100 and Max 100R – last year.

After the launch of the Star DLX, the slightly jazzed-up version of the basic stripped down

model, the TVS Star City, launched earlier this month, will now attempt to offer the entry-level

biker who wants to continue to stick within the bounds of this segment, a bit more style and

finish.

The Star City will target potential, fuel-efficiency conscious 100cc bike buyers who live in the

city and will be willing to pay a marginally higher price for more features and better looks and

finish quality.

With that target audience, the bike is being offered with a new headlamp fairing and halogen

bulb combo, easy-to-read instrumentation with a new blue backlight, push-cancel indicator

switches, new spring shock absorbers with a hand-operated pre-load adjustment lever and a

new sporty silencer and heat shield combo that feature the same diagonally chopped-off design

that Yamaha first brought to the market.

 Mukul Raj
B.Com (H)II Year
2017-18
Seat width on the Star City has also been increased slightly to improve ride comfort for long

distance travel. The roller cam follower technology that TVS first adopted in the Centra 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 tyers

at the rear for improved stability and road holding.

Dual tone colours are also being offered and TVS will soon launch a new advertising campaign

for all its three new variants-Sciity Pep+, Victor Edge and the Star City.

There was a time, not long ago, when a two-wheeler meant a Bajaj Chetak or an LML Vespa. In

the past five years or so, sales of motorcycles have outstripped sales of nearly all other two-

wheelers.

Consumer preferences have shifted in favour 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.

The sales tax rationalization that took place in the 2001 budget resulted in scooters becoming

more expensive than before. In addition the government began to enforce strict Euro-emission

norms which forced scooter manufacturers to install catalytic converters in existing vehicles or

to go in for four-stroke engines to reduce pollution, thus adding to the costs of scooters. But,

fortuitously, motorcycles were already in tandem with these new norms.

Motorcycle, being more suited for commuting than any other vehicle, combines a variety of

factors such as comfort, ability to handle bad roads and intrinsic stability. All this makes it

extremely suitable for the Indian market.

 Mukul Raj
B.Com (H)II Year
2017-18
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”.

It’s easy to see why. Gearless scooters are light and easy to handle, have sufficient

compartments to carry goods and go easy on fuel, much like mopeds, with their almost

legendary fuel-saving ability.

In fact, in recent times, auto industry experts say there has been a discernible shift of buyers

from mopeds to gearless scooters as the latter cost just a coupe of thousand more and come

with sturdier bodies and better looks.

Around two year ago when sales of geared scooters started falling, a number of companies led

by Honda Motor and Scooters India, which did not have a motorbike model in the market,

launched gearless scooters in an effort to grow this segment.

The gearless scoters segment (75-125 cc) comprises four major players: Honda with the Active

and the Dio; Kinetic with the Zoom and the Nova; Bajaj with the Sunny and the Saffire; and TVS

with the Scooty.

The Honda Active’s fast growth has encouraged other players to come out with new offerings

to increase the market shar. One example is Kinetic Engineering; wit sister company Hinetic

Motor, who are the pioneers in the gearless scooters segment and the largest manufacturer of

gearless scooters in India starting from humble beginnings with the Luna moped in 1970.

Kinetic energy:
 Mukul Raj
B.Com (H)II Year
2017-18
In the past one year the Kinetic group has launched a number of automatic scooter models in

the domestic market, which has helped it to get customers who might have otherwise opted for

motorcycles. The company is focusing on designing scooter modles specifically suited for Indian

conditions.

For instance, its 115-cc four-stroke Kinetic Nova is designed for Indian conditions in its styling

and utility. Its success has encouraged the company launch new variants with special features.

The company has also come out with a two-year warranty for its Nova, launched last year, as an

added attraction to foster customer retention.

In January 2003 the Kinetic group launched the premium Nova DLX priced at Rs. 35,576 ex-

showroom price Delhi, and announced that it would launch another gearless scooter by the end

of the year.

Also recently, the Nova DLX launched the Mileage Expert, an electronic device, which keeps the

rider informed of fuel efficiency during the ride and the company claims it improves efficiency

by 10 percent.

Southern spirit:

The South-based TVS Motor is another major player in the gearless scooters market It is also

aspiring to become a leadership position in the gearless scoters segment.

TVS is planning a new Scooty with a 100-plus cc engine and as part of the flexible and low-cost

product development strategy, the new Scooty is expected to share the engine with the TVS

Victor, which comes with a 110 cc four-stroke engine. Company sources say the Victor engine

can be easily fitted into the new Scooty with minor modification.
 Mukul Raj
B.Com (H)II Year
2017-18
Currently, the Scooty is available in the sub-75cc scooterette segment where it competes

against Bajaj Auto’s Sprit and Sunny. While the lower-priced variant comes with a 60cc engine,

the launched Scooty Pep has 75cc four-stroke engine.

TVS is also a major in the mopeds segment with its TVS Champ and hopes to replicate its

success with gearless scooters as well. The new Scooty launch is part of TVS’ larger plan to beef

up its product portfolio.

In all, TVS plans to roll out six new models of scooters and motorcycles next fiscal with a total

investment of Rs. 600 corer during the next three years to expand its product range in the

domestic market.

India is the second largest manufacturer and producer of two-wheeler in the world. It stands

next only to Japan and China in terms of the number of two-wheelers produced and domestic

sales respectively.

Two Wheeler segment as a whole during the year 2004-05 grew by over 15% Backed by

Government’s initiative on rural roads and better connectivity with major towns and cities,

improved agricultural performance, upward trend of purchasing power in the hands of rural

people, the two wheeler industry was able to achieve the record performance of crossing 6

million two wheelers with exact sales standing at 6,208,860 during the year 2004-05.

Hero Honda 47%

Bajaj Auto 30%

TVS Motors 17%

Future Focus
 Mukul Raj
B.Com (H)II Year
2017-18
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.

Performance vis-a-vic competitors:

With rise in per capita income, lowering of interest rates, changes in consumer preference

towards trendier two-wheelers, there was a conscious shift in the composition of two wheeler

industry led by increase in the demand of motorcycle as against scooters and moped. In FY04

out of the total two-wheeler industry of 506 m units, the share of motorcycle was 77% as

against 42% in FY99. During the period FY97 to FY04, while two-wheeler industry grew CAGR of

10% the demand for motorcycle grew at 27% CAGR. However, TVS managed to achieve a CAGR

of 11%. Thus while competitors were cashing on this boom, TVS’ market share was declining

due to lack of a 4 stroke model in its stable. This fall has been somewhat restricted with the

introduction of ‘Victor’ in 2003.

 Mukul Raj
B.Com (H)II Year
2017-18

CHAPTER 8

DATA ANALYSIS
 Mukul Raj
B.Com (H)II Year
2017-18
DATA ANALYSIS

1. TVS two wheeler model

No. of Respondents Respondents in %

scooty 48 48%

victor 38 38%

Fiero 8 8%

Starcity 2 2%

Centra 4 4%

50

40

30
Series1
20 Series2
10

0
1 2 3 4 5 6

According to the survey it is found that most of the respondents have scooty

(48%) and victor(38%)and few of respondents have fiero ,starcity and centra
 Mukul Raj
B.Com (H)II Year
2017-18
2. Did the salesperson spend sufficient time with you and explain everything

about the vehicle?

No of respondents respondents in %

yes 72 72%

no 28 28%

No of respondents

yes
no

Most of the respondents(72%) are satisfied with the service of the salesman and

least number of respondents(28%) are not satisfied.

 Mukul Raj
B.Com (H)II Year
2017-18
3. Was the vehicle delivered on promised time?

No of respondents respondents in %

yes 85 85%

no 15 15%

No of respondents

yes
no

To most of the respondents (85%) the vehicle is delivered on promised time. Only

to few of the respondents(15%) vehicle is not delivered on promised time

 Mukul Raj
B.Com (H)II Year
2017-18
4. Were you offered a test drive during your visit to our showroom?

No of respondents respondentsin %

yes 60 60%

no 40 40%

No of respondents

yes
no

60% of the respondents were offered test drive and 40% of Respondents were

not offered the test drive

 Mukul Raj
B.Com (H)II Year
2017-18
5. How do you feel about TVS two wheeler vehicles?

No. of Respondents Respondents in %

a]excellent 22 22%

b]good 30 30%

c]moderate 18 18%

satisfactory 24 24%

unsatisfactory 6 6%

No. of Respondents

a]excellent
b]good
c]moderate
satisfactory
unsatisfactory
 Mukul Raj
B.Com (H)II Year
2017-18

According to the survey 30% of the respondents feel good and 24%Of

respondents feel satisfactory and 22% of the respondents feel excellent 18% of

respondents feel moderate and 6% of respondents feel unsatisfactory

 Mukul Raj
B.Com (H)II Year
2017-18
6. State the level of satisfaction for the service provided by TVS showroom?

no of respondents respondents in %

completely satisfied 8 8%

satisfied 34 34%

dissatisfied 18 18%

not at all satisfied 14 14%

niether satisfied nor 26%

dissatisfied 26

no of respondents
completely satisfied

satisfied

dissatisfied

not at all satisfied

niether satisfied nor

dissatisfied
 Mukul Raj
B.Com (H)II Year
2017-18
Most of the respondents(34%) are satisfied and 26% of respondents Are niether

satisfied nor satisfied 18% of respondents are dissatisfied14%of respondents are

not at all satisfied and 8% respondents are fully satisfied

 Mukul Raj
B.Com (H)II Year
2017-18
7. Whether brand name plays important role in purchase of TVS two wheeler?

no of respondents respondents in %

yes 40 40%

no 60 60%

no of respondents

yes
no

Most of the respondents(60%) feel brandname is important 40% of the

respondents feel brandname is not important

 Mukul Raj
B.Com (H)II Year
2017-18
8. What are the reasons to purchase TVS vehicles?

no of respondents respondents in %

mileage 80 80%

low maintanance 60 60%

brandname 30 30%

price 75 75%

Wide range of products 20 20%

no of respondents
mileage

low maintanance

brandname

price

Wide range of
products

Most of the respondents feel mileage(80%) price(75%)and low maintenance

(60%) and 30% of respondents feel brandname is important 20% of respondents

feel wide range of respondents is important

 Mukul Raj
B.Com (H)II Year
2017-18
9. When did you owned TVS vehicles?

no of respondents respondents in %

6month 18 18%

1-2years 32 32%

3years 38 38%

3-5years 12 12%

no of respondents

6month
1-2years
3years
3-5years
 Mukul Raj
B.Com (H)II Year
2017-18

38% respondents purchased Vehicles before 3 years 32% of Respondents

purchased before 1- 2 years 18% of respondents Purchased before 6 months and

12% of respondents purchased before 3 – 5 years

 Mukul Raj
B.Com (H)II Year
2017-18
10. What are the improvements in service that you need from TVS Motors?

no of respondents respondents in %

service in time 32 32%

reliable service 18 18%

availability of

spares 7 7%

well trained

mechanics 8 8%

less labour

charge 35 35%

no of respondents

service in time

reliable service

availability of
spares
well trained
mechanics
less labour charge
 Mukul Raj
B.Com (H)II Year
2017-18
Most of the respondents are need of less labour charges (35%)And Service in time

(32%) and 18% of respondents need reliable Service and few of the respondents

need well trained mechanics (8%) And availability of Spares (7%)

 Mukul Raj
B.Com (H)II Year
2017-18
11. What are the different problems that you face at the time of service of your

vehicle?

no of respondents no of respondents in %

High Price of Spare 36 36%

parts

Not easily available 17 17%

Delay in service 39 39%

Low quality of spare 7 7%

parts

no of respondents

High Price of
Spareparts
Not easily
avaliable
Dealy in service

Low quality of
spareparts
 Mukul Raj
B.Com (H)II Year
2017-18
Most of the respondents face the problem of delay in service (39%)And high price

of spare parts (36%) some of the respondents face problem of not easily

availability of spares (17%) and low quality Of spare parts (7%)

 Mukul Raj
B.Com (H)II Year
2017-18
12. How do you rate the service performance of TVS.

no of respondents no of respondents in %

Very Good 16 16%

Good 42 42%

Average 33 33%

Bad 9 9%

Very Bad 0 0%

no of respondents

Very Good
Good
Average
Bad
Very Bad
 Mukul Raj
B.Com (H)II Year
2017-18
Most of respondents rate the service performance as good (42%) And Average

(33%) some of the respondents rate as very good (16%) And bad (9%)
 Mukul Raj
B.Com (H)II Year
2017-18

CHAPTER 9

FINDINGS
 Mukul Raj
B.Com (H)II Year
2017-18
FINDINGS

According to the survey it is found that most of the respondents have scooty(48%) and

victor(38%)and few of respondents have fi ero ,starcity and centra

Most of the respondents(72%) are satisfied with the service of the salesman and least number

of respondents(28%) are not satisfied.

To most of the respondents (85%) the vehicle is delivered on promised time. Only to few of

the respondents(15%) vehicle is not delivered on promised time

60% of the respondents were offered test drive and 40% of Respondents were not offered the

test drive

According to the survey 30% of the respondents feel good and 24% Of respondents feel

satisfactory and 22% of the respondents feel excellent 18% of respondents feel moderate and

6% of respondents feel unsatisfactory

Most of the respondents(34%) are satisfied and 26% of respondents Are niether satisfied nor

satisfied 18% of respondents are dissatisfied 14%of respondents are not at all satisfied and 8%

respondents are fully satisfied

Most of the respondents(60%) feel brandname is important 40% of the respondents feel

brandname is not important

 Mukul Raj
B.Com (H)II Year
2017-18
Most of the respondents feel mileage(80%) price(75%)and low maintanance(60%) and 30% of

respondents feel brandname is important 20% of respondents feel widerange of respondents is

important

38% respondents purchased Vehicles before 3 years 32% of Respondents purchased before 1-

2 years 18% of respondents Purchased before 6 months and 12% of respondents purchased

before 3 – 5 years

Most of the respondents are need of less labour charges (35%)And Service in time (32%) and

18% of respondents need reliable Service and few of the respondents need well trained

mechanics (8%) And availability of Spares (7%)

Most of the respondents face the problem of delay in service (39%)And high price of spare

parts (36%) some of the respondents face problem of not easily availability of spares (17%)

and low quality Of spare parts (7%)

Most of respondents rate the service performance as good (42%) And Average (33%) some of

the respondents rate as very good (16%) And bad (9%)

Most of the respondents are need of increase in number of service stations to reach maximum

number customers.

Most of the respondents have complaint about delay in availability of spare parts and high

price.
 Mukul Raj
B.Com (H)II Year
2017-18

CHAPTER 10

LIMITATIONS
 Mukul Raj
B.Com (H)II Year
2017-18
LIMITATIONS

This report incorporates sincere efforts to submit the best possible dossier on the topic

assigned because no study can be perfect. There are bound to be limitations that I faced and

within which I had to work. The data used in most part of the report is secondary data, it has

inherent discrepancy. As TVS is still not a household brand name, some of the respondents

were not completely aware of its products and track record.

 Mukul Raj
B.Com (H)II Year
2017-18

CHAPTER 11

RECOMMENDATIONS & SUGGESTIONS

 Mukul Raj
B.Com (H)II Year
2017-18
RECOMMENDATIONS

In the analysis the respondents have shown that they consider TVS motor company after HERO

HONDA and BAJAJ and this is a major concern for the company. TVS motor company has to

make some arrangements to increase the awareness level among the prospects through media.

The company should also emphasize on other bikes excluding TVS VICTOR and TVS CENTRA

because some of the bikes in TVS like Apache RTR are more popular than these bikes in the

surveyed area. In New Delhi the respondents who have visited the dealership are not satisfied

with the service facilities which can be improved by regular visit of the service managers as well

as providing regular training to the staff as well as the owner. The dealership in New Delhi also

lacks in space, which is a major concern because the first impression on the mind of the

customer is about the window display, which can be improved with the help of the

professionals. The buying behavior of the customers in New Delhi is not focused on the

celebrity endorsement but they want a product which should contain all the factors and at an

affordable price. The customers in New Delhi want more number of dealers in their area so as

to have more options in visiting the dealership. Every 55 dealership should have the same

services and excellent window display so as to attract more customers. As in the demographic

phase of the respondents the younger generation wants to have a bike with lot of power and

style which TVS should come within future .As TVS has launched its new bike VICTOR GLX in the

market. TVS should improve its channel management and should invest in the brand image in

the market.
 Mukul Raj
B.Com (H)II Year
2017-18

CHAPTER 12

CONCLUSION
 Mukul Raj
B.Com (H)II Year
2017-18
CONCLUSION

The company should work on promotional activities, for eg., during the summers

when results of competitive exams are expected and released, we should promote

our vehicle on local grounds in deeper approach to consumer. It will help us to place

our product better in the market share.

 Mukul Raj
B.Com (H)II Year
2017-18

CHAPTER-13

BIBLOIGRAPHY
 Mukul Raj
B.Com (H)II Year
2017-18
BIBLIOGRAPHY

 http://en.wikipedia.org/wiki/TVS_Motors

 http://www.tvsmotor.in/

 http://business.mapsofindia.com/automobile/

 http://en.wikipedia.org/wiki/Automobile_industry_in_India

 http://business.mapsofindia.com/automobile/market/two-wheeler.html

 http://www.fadaweb.com/two_wheeler_industry.htm

 http://autos.maxabout.com/

 http://www.siamindia.com/Default.aspx