EXECUTIVE SUMMARY

Project Title: A STUDY ON PROMOTIONAL ACTIVITY AND BRAND

AWEARNESSOF TVS MOTORS

Organization: SHELAR TVS PUNE

Objective: Under M.B.A Curriculum of University of Pune, each student has to

carry out a project of two month (60 days) in an organization and thereby submit a
project report to the University.

The object of the project is to match theoretical aspect with practical experience. The
project forms vital elements in the curriculum of M.B.A. The project gives the student a
chance to get exposure to the work and environment of an organization, which is the
primary objective of doing project.

The project was undertaken at TVS MOTOR COMPANY LIMITED Pune branch
considering the following objective.

 To increase brand awareness of TVS Motor amongst the potential customers.

 To increase brand awareness of TVS Motor amongst the potential customers.

External Guide: Mr. Sanjay Lavand

(Institutional Area network Mgr. of TVS Shelar branch, Pune)

Internal Guide: Prof. .PRASHANT CHOUADHARY

Duration: 18th May to 18th July 2015

Sample Size: The determined sample size was 100.

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 CHAPTER 1

INTRODUCTION

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The project entitled “A Study of Promotional Activities Used by TVS Motors With Special
Reference To TVS BIKES in Pune”. 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 samepurpose I got an opportunity for my training at TVS Motors Thus from
this we come to know that this topic is related to automobile sector.

Automobile sector is on its full flow. In India automobile sector has made a great impact
on the Indian economy. More investments are approaching in the automobile sector. People tend
to find quick profit and less risk in investing money only in automobile sector thus this is the
reason for such great progress by this sector. Today standard of living of an Indian people is
increasing day by day and more and more people find need and demand for Bike. Thus purchase
of more and more bikes have increased in recent years in India.

This is not only one reason behind sector progress. One more reason is also that more
and more foreign auto companies find a good scope in Indian market. There are many Indian
companies like Honda, Bajaj are very reputed in automobile sector. Customers now have variety
of choices form from which they have to choose their dream scooter. Thus market is now
oligopoly or free market. Thus it‟s results in heavy competition. Each one does best efforts for
attracting the customer.

Sales promotion , a key ingredient in reeking campaigns , consist of collection of incentive tool ,
mostly short term, desired to stimulate quicker or greater purchase of particular products or
services by consumers or the trade.

For several decades marketers have used involvement as way to promote their products
and services. Many companies use sponsorships and promotional deals with major sports such as
professional football, soccer, cricket, baseball, golf, tennis and NASCAR to help them market in
their brands. Events to these sports have proved to be an effective way to reach baby boomers
and Generation Xers.

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1.1 OBJECTIVE OF THE STUDY

Objective :

 To study and implement sales promotional strategies of TVS Two Wheelers in

Pune City.
 To understand customer’s requirements for purchase of Two
Wheeler.
 To increase sales of TVS vehicle through various promotional techniques
undertaken at TVS Motors.
 To create brand awareness among customers about the TVS products and
offers through appropriate promotional strategies.
 To increase brand awareness of TVS Motor amongst the potential
customers.

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1.2 Need for the Study:-

Though the Two wheeler automotive sector is going to be among the fastest growing
sector in India but as the recent trend shows the sales of almost all the two wheeler
manufacturers had declined in 2012-13. In such situation one has to take into account the
spending of these manufacturers for their marketing activities. In the declining phase of the
industry if TVS or any other market leader in this sector has to increase the sale they have to use
various innovative sales promotion tools to push their product to the customer but in the 2015
TVS has shown noticeable high improvement. The cost of sales promotion is as high as 70% as
the marketing communication budget of the company.

So in this context the affectivity of various sales promotional tools has to be evaluated
as the results will enable the company to take crucial decisions of spending on different sales
promotional tools as per their affectivity. This research can be helpful to also decide about when
and where, which sales promotional tool will be helpful to boost the sales of a company.

Also check the satisfaction level of customer. They are also satisfied with our product or
not. About services provided by company/dealer and about the quality of product as well as
performance of product. Mileage of product or consider all features of product. To proper
evaluate.

1.3 Scope of Study:

1. Function:-
The functional scope of this project was to promote TVS vehicles and to know about level of
satisfaction of a customer.

2. Geographical:-

The promotional activity was conducted in Pune City. For this purpose part of Pune city like
kothrud, Warje, Undri naka, Paud Road, Khadakwasla, Kondhwa, Hadapsar, Suncity,DSK
Dhayari,Narhe etc were covered.

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 3.Time:-

The Promotional activity conducted in the month of May, June, July.

1.4 CONCEPT OF STUDY

Companies have to identify long and short term marketing opportunities and research the
selected market by measuring and forecasting attractiveness of the given market. Having
selected the market, the companies need to develop a differentiating and positioning strategy
for the target market. The marketing strategy must be transformed into marketing programs by
deciding on marketing expenditures and marketing mix. The final step is organizing the
marketing resources and implementing and controlling the marketing plan.

In this two month of summer internship I have done various promotional activities and make a
note of customer satisfaction level and what are the various issues with lead to the
dissatisfaction based on that level of interest of a customer I have carried out sales promotion
activities.

Promotion stands for various activities the company undertakes to communicate and promote
its products to the target market. It involves communication program i.e. direct marketing,
advertising, sales promotions, public relations and motivation of sales force. To the customer
this tool provides knowledge and information.

The research is concentrated on Promotion and Customer satisfaction towards TVS Two
Wheelers in Pune City. The Research was carried out from “18th of May 2015 to 18th July
2015 under TVS Motors. During this period Summer Internship Program was completed for
partial fulfilment of MASTER OF BUSINESS ADMINISTRATION through SIMCA, Nahre,
Pune. The Summer Internship Program was started with a leakage analysis of the customers
visited TVS’s authorized distributor during the period of May 2015 to July 2015. It was
followed by prelaunch activities of SHELAR TVS. During this prelaunch activity various sales
promotion activities like pamphlet distributions, Presentations at various 11th,12th tuition
classes or IITJEE, AIEEE COACHING CENTRES were done to make students aware about
the Special marks multiplier schemes and offers for 10th,11th,12th students. The pamphlets were
of SHELAR TVS and of various vehicles of TVS and of special marks multiplier schemes.

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Prelaunch activity also included all vehicle rallies being conducted in the many areas of,
PUNE. To make the people in the vicinity aware about the new TVS outlet starting near their
residence. The remaining summer internship program was carried out at a ‘Loan and Exchange
Mela ’which was carried out under various sub dealers of TVS Shelar Showrooms like BALAJI
AUTOMOTIVE (A multi brand service center), Yash TVS and Samarth TVS, by placing
various Canopies at different locations in Pune City. This event was most successful among the
all because it attracted most number of customers. In this event the customers were not only
given a chance to exchange their old vehicles with the new one from TVS but attracted by
various promotional schemes like marks multiplier scheme as mentioned above, promotional
loan schemes specially made for loan and exchange mela by TVS CREDIT SERVICES LTD
(A VEHICLE FINANCE FIRM OF TVS GROUP).The people were also getting various
benefits like free petrol tank offer on Sunday booking,

Discount on accessories for the customers who have purchased vehicle by one time full cash
payment, etc. Primary data required to study of the check the existing customer satisfaction
level and effectiveness of Sales promotion strategies was collected through well structured
questionnaire which was filled by sample space of 100 customers (sample units) who bought a
TVS vehicle from different three locations as wish you Samarth TVS, TVS Paud Road, TVS
Automotive Balaji Nagar, SHELAR TVS SATARA ROAD and Loan and Exchange Mela at
Kothrud.

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 Chapter II .

INTRODUCTION TO AUTOMOBILE INDUSTRY

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 Indian automobile industry has grown leaps and bounds since 1898, a time when a car
had touched the Indian streets for the first time. At present it holds a promising tenth position in
the entire world with being number two in two wheelers and fourth in commercial vehicles.
Withstanding a growth rate of 18 percent per annum and an annual production of more than
2million units in 2014, it may not be an exaggeration to say that this industry in the coming
years up to year 2025 will soon touch a figure of 10 million units per year. Besides a steady growth in
India's fiscal system, the expansion of Indian middle class has also played a major role in
drawing the attention of international auto manufacturers towards the Indian Automobile
Market. Overseas auto players like Suzuki, Hyundai, Honda, etc have their manufacturing units
in India and are maximum utilization of their Indian functions to expand their business.

Indian Two-Wheeler Industry

India is the second largest producer and manufacturer of two-wheelers in the world. Indian
two-wheeler industry has got spectacular growth in the last few years. The Automobile Products of
India (API) started manufacturing scooters in the country. Bikes are a major segment of Indian
two wheeler industry, the other two being scooters and mopeds. Indian companies are among
the largest two-wheeler manufacturers in the world. There are mainly three types of two-
wheelers available in India. They are

1. Motorcycles 2.Scooters 3.Scooterettes/Mopeds

Hero and Bajaj Auto are two of the Indian companies that top the list of world companies
manufacturing two-wheelers. Foreign collaborations have been playing a major role in the growth of the
Indian. Kinetic Honda was introduced in the Indian market during the mid 80s. The main feature
of Kinetic Honda was its ease of use. Currently, This helped the youngsters and the women to buy scooters
Major players in the 2-wheeler industry are Hero Moto Corps, Bajaj Auto Ltd (Bajaj Auto),
Honda Scooter India Ltd(HSIM),TVS Motor Company Ltd (TVS), Yamaha Motors India Ltd
(Yamaha), Royal Enfield Ltd (REL).

Michael porter's competitive force model of two-wheeler Industry:

Supplier Power:

1. The Supplier market for two-wheeler Industry is highly fragmented and the possibility for
backward integration is also high which has restrained the power of the suppliers.

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2. Two-wheeler Industry engages with several local suppliers for their spares and parts for their
automobiles manufacturing.

3. The entry of many new small scale manufacturers has also contributed to the benefit of large
automobile manufacturers like TVS to source their Spares and parts at a very optimal price. This
clearly indicates the low supplier power.

Buyer Power:

1. Buyers' power in two wheelers industry is more as the product diversity and brands available
in the market are exceptionally high.

2. Buyers today are demanding and specific on their needs for the money they pay. They are
looking for the brand that offers better pricing and technology which has shadowed the customer
loyalty for any brand today.

Threat of Substitutes:

1. Threat from substitutes is quite low when compared to other forces since market seems only to
grow and mature every day.

2. But when looked down the line we could anticipate a threat from the dramatically escalating
petrol cost which might cause customers to switch to economic diesel cars.

3. As well growing environmental concerns has also brought in bicycles and battery two
wheelers that might pose a threat in future to two-wheeler Industry.

Intensity of Rivalry:

1. Two wheelers industry is most known for the competitive market and rivalry. Two wheeler
brands like Bajaj, Honda and Yamaha have come up with various product line and technology
targeting the customer

2. TVS has very less sporty models available for customers to choose that has restrained power
of the brand over the most targeted customer segment by its competitors.

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Barriers to New Entrants:

1. New entrants face a moderate barrier in penetrating the market since it is consolidated by few
and strong suppliers. As the market size of the two wheelers industry is big and requires a strong
footprint with high capital investment, new entrants find it difficult to fit themselves among the
market front-runners.

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2.1 Organization profile:-

TVS Motor Company

TVS Motor Company Limited, which is part of TVS Group, manufactures motorcycles,
scooters, mopeds 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. 10,131
Cr in 2014-15 (around USD 1.6 billion), and is the flagship company of the, USD 7.29 billion
in 2013-14, TVS Group. In Recent, the company has a production capacity of 3 million 2
wheelers & 1.2 Lakhs 3 wheelers a year.

TVS Group spans across industries like Automobile, Aviation, Education, Electronics,
Energy, Finance, Housing, Insurance, Investment, Logistics, Service, textiles. Has over 90
Companies under the umbrella.

History

TVS was established by T. V. SundaramIyengar.SundramIyengar was born in 1877 in

Thirukkurungudi in the Tirunelveli district of Madras Presidency, British India. He began with
Madurai's first bus service in 1911 and founded T.V.SundaramIyengar 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.

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Early years

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 Hour in 1978 to manufacture
mopeds as part of a new division. A technical collaboration with the Japanese auto giant
resulted in the joint-venture in 1982 between Sundaram Clayton Ltd and Suzuki Motor
Corporation. Commercial production of motorcycles began in 1984.

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.

2.2) Current Status of the Organization.

Recent

Over the years TVS Motor has grown to be the largest in the group, both in terms of
size and turnover.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
70cc. The company became the leader in its category of sub 100 cc mopeds, having sold 7
million units. It also introduced the TVS Scooty, which is India's second largest brand in the
scooter 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.

In July 2012, TVS Motors and BMW Motorrad were reported to be in talks for
technology sharing. On 8 April 2013, BMW Motorrad and TVS Motor Company signed a

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cooperation agreement with the aim to develop and produce motorcycles in the segment below
500cc.

In July 2013, TVS Motor announced plans to construct a motorcycle assembly plant in Uganda
and to introduce two new models suited to the East African environment. In September 2013,
the company launched TVS Jupiter to make inroads into the male segment or Business People
or Commercial used

Founder: T V Sundaram Iyengar

Date of Establishment:1982
Revenue: 1.1(USD in Billion)
Market Cap: 12,316.63 ( Rs. in Crore)
Corporate Address:Jayalakshmi Estates,29 (Old No.8) Haddows Road,
Chennai-600006, TamilNadu www.tvsmotor.co.in

A Vehicle for Everyone

TVS Motor currently manufactures a wide range of two-wheelers. Take your pick from
mopeds to racing inspired motorcycles.

1. Motorcycles (Apache Series RTR180 , Apache Series 160, Phoenix 125, StaR City+, Sport)

2. Scooters (Jupiter, Wego, Scooty Zest 110, Scooty Pep +)

3. Mopeds (TVS XL Heavy Duty)

SWOT ANAYSIS OF TVS MOTOR

Strength:

1. TVS is International player with brand equity and plays important role in Indian two
wheeler markets.
2. Excellent R&D work of products and different products in various segments like
moped, motor cycle and scooter. These differences make attraction to people from different
age.
3. TVS had wide spread distribution network and numerous service centers which make
easy for people.

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4. TVS groups have more than 15 million customers and knowledgeable, experienced,
skilled 40,000 employees.
5. Advertising with brand ambassadors and attracting people with more promotional
activities.
6. Products with low price, fuel economy, less emission and excellent design when
compared to other company
7. “Scooty” as a Brand becomes a second name for the Scooter Segment

Weaknesses:

1. Even though exporting to various countries, it is not globally recognizable brand.

2. Fail to cover premium segment bikes and their segments are only for middle class
customers.

Opportunities:

1. One of the fastest growing segments in India is automobile segment.

2. Export is limited and untouched international market.

3. More movement in higher-end model and more young generation are motivated towards
motorcycle.

Threats:

1. Heavy competition from other competitors and from other international brand i.e.
importing of cheap motorcycle from china.
2. Gradual increase in fuel price, policies and increase in taxes will affect margin for
dealer as well as customer.
3. Improving public transport will have an effect on the automobile sales.
4. Spare parts are costlier.

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PESTEL ANAYLSIS OF TVS MOTOR

1. Political Factor:-

1) It also pays attention to regional governing bodies at local perspective.

2) It s strictly controls and regulates operation in all dealership and subsidiaries

3) Government Regulations: Limitation on high emission vehicle purchase, and the

restrictive passage of autos in downtown area, as well as the limitation on license plate
(number plate) in huge cosmopolitans.

2. Economic Factor:-

1) Focus on each individual market and also inflation rates, Fuel cost is on the wing, driving
demand for more average.

2) Domestic and International economy trends.

3) Public Transportation Infrastructure including high speed rail network, intercity light-rail
network, etc, will be perfected in developing countries.

3.Social Factor:-

1) Lifestyle trends.

2) Consumer attitudes and opinion and Consumer buying patterns.

3) Marketing, advertising and publicity.

4. Technological Factor:-

1)Competing technological developments 2)R&D activity 3)Replacement technology and

solution.

5.Legal Factor:-

1)Tax policies 2)Consumer law

6. Environment Factor:-

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1) Environment protection law

2) Leading to the quest for eco-friendly Two-wheelers, people would prone to buy hybrid or
even pure electric vehicle in the future.

3) People’s awareness of environment protection is growing.

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 Awards

 TVS Motor won the Deming Application Prize in 2002.

 In 2002 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 Business World
magazine and the National Institute of Design.
 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.
 Innovative implementation of Information Technology has won TVS Motor the Ace Award for
Most Innovative Net Weaver Implementation in 2007 awarded by technology major SAP AG
and the Team Tech 2007 Award of Excellence for Integrated use of Computer-aided engineering
Technologies.

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2.4) Structure of the Organization.

PROMOTERS OF THE COMPANY: Mr. T. V.SundaramIyengar

BOARD OF DIRECTORS OF THE COMPANY

 Chairman and Managing Director:- VenuSrinivan

 Directors - C R Dua, H Lakshmanan, K S Bajpai,Prince Asirvatham, R Ramakrishna,
T Kannan, T S Rajagopalan, VenuSrinivasan

PRODUCT LINE OF TVS MOTORS:-

Product line of TVS

MOTOR

Motorbike Scooter
Moped-Supper XL

Jupiter Scooty
Apache Apache STAR Wego Scooty
Pheonix zest
160 RTR 180 City Pep+

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2.5) Products features.

Features of TVS products:-

Jupiter
 CVT-I Technology
 Best in mileage
 Economic meter
 External fuel filling
capacity
 Large leg space

WEGO:
 Fully metal body
 External fuel filling
capacity
 Large alloy wheel
 Under seat storage
 Countered seat
 Body balance technology
Scooty Pep+:
 Light weighted
 70 cc engine
 Fiber body
 Fuel efficient
 Economic meter
 Best in mileage

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Apache RTR 180
 ABS breaking
 Sculpted digital display
 Roto petal disk break
 RTR engine
 Muscle engine cowl
Star City:
 Unique graphic
 Clear indicator
 Electric start
 83.9* km / ltr.
 Contoured visor

Pheniox bike:
 Unique graphic
 Sculpted digital display
 Roto petal disk break
 67.5* km/ltr
 Remote key

Super XL
 70cc engine
 Light weight
 300 kg capacity
 Cheap in two wheelers
 62*km/ltr

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 2.5) Promotion strategies used by TVS Motors

 Enhanced distribution network - All India Sales.

 Increasing Nationwide Network

 Creating goodwill in the market-Serving the society

TVS Automatic Transmission Technology (TVS-ATT)

TVSATT-A new technology that will enhance fuel efficiency by as much as twenty percent
when compared to the conventional technology deployed today.

This technology employs an Automatic Transmission in place of conventional Continuously

Variable Transmission Technology (CVT).The conventional rubber belt CVT equipped scooters
deliver up to 20% worse fuel economy compared to a standard motorcycle but CVT has the
benefit of ease of riding. The ultimate objective is to achieve the ease of riding of a CVT
equipped scooter, with the fuel economy of a standard motorcycle - develop a fuel efficient
engine that can be used across various platforms like Scooter, Motorcycle.

Some other important advantages of this technology are:

1. Lowest CO2 emission in Scooters

2. Low Floor Board

3. Space for luggage

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Research and Development:

The Company's strong Research and Development (R&D) team is supported by modern
computer aided design and laboratory, capable of developing new and innovative products. It has
state-of-art facilities for engine testing, Noise, Vibration and Harshness (NVH) measurements and
life testing.Along with new product development and other technology-incubation, the Company
is also working on development of fuel-efficient technologies and CO2 reduction. R&D has
designed and developed Hybrid scooter with Gen 3 technology, reduction of emission, reduction
of CO2 and improvement of fuel economy and R&D team has designed, developed and launched
Automatic transmission Technology for new 125cc motorcycle with innovative features and
excellent engine smoothness. R&D has designed, developed and launched new variants of TVS
Apache RTR 160 & 180cc. R&D has designed and developed new variant for TVS Pep & TVS
Sport model.

CORPORATE SOCIAL RESPONSIBILITY:

Srinivasan Services Trust (SST), co-sponsored by the with the vision of building self reliant rural
community, was established in 1996. Over 17 years of service, SST has played a pivotal role in
changing lives of people rural India by creating self-reliant communities that are models of
sustainable development. At present, SST is working in 1,124 villages spread across Tamil Nadu,
Karnataka, Maharashtra, Himachal Pradesh and Andhra Pradesh. Its major focus areas are:
Economic development, Health, Education, Environment.

Marketing Mechanism used by TVS:

Promotion:

Promotion concerns the message the firm sends out to potential consumers. It provides
information and persuades people, it creates awareness, stimulates demand and differentiates the
product and influences public behavior. Promotion won’t make a bad product that no one wants a
success; although the absence of promotion might make a good product unsuccessful, promotion
includes all the activities or tools a company uses to communicate or promote its product in the
market.

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Promotional tools or promotion mix:

1. PERSONAL SELLING:
It involves personal confrontation either by phone or face; it is an expensive and time-
consuming tool of promoting the product.

2. ADVERTISING:
It is defined as a paid non-personal communication with a target (usually mass) market. It
is cost effective and can reach a large number of people. It can also be used for long term or
short term objectives.

There are various forms or mediums through which can advertise:-

A. Broadcast Media:
 Television

 Radio

 Cinema

B. Print media:
 Newspapers

 Magazines

 Leaflets

3. PUBLIC RELATIONS AND PUBLICITY:

Public relations are an umbrella term and refer to the totality of the organization’s
behavior with respect to the society in which it operates. The maybe regarded as good or bad and
is reflected in the company’s reputation and image.

4. DIRECT MARKETING:
It is an interactive system of marketing which uses one or more advertising media to affect
a measurable response at any locations.

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5. DIRECT MARKETING INCLUDES:

 Direct mail.
 Telemarketing.
 Door to door selling.
 Direct response advertising: ‘phone now’ or ‘fill in the coupon ads’.
 Home shopping of various types.

Factors that guide a marketer’s decision in selecting a promotion mix:

1. Nature of product
2. Overall marketing strategy
3. Buyer readiness stage
4. Product life cycle stage

6. SPONSORSHIP:
Sponsorship can be seen as a part of public relations and it is certainly the case that some
sponsorship goes on to generate positive publicity for the organization.

The company has not left any stone untamed in sponsoring the major events both globally and
domestically. The biggest of all is the sponsorship of the “WORLD CUP” for which TVS has the
credit of being the only two-wheeler company in the world to do so. Besides this, the company
has also sponsored events like “Master Golf”, television academy awards, etc.

Thus the company has gained a lot of reputation by doing so.

7. DISCOUNTS/OFFERS:

The company has started giving discounts and other offers to the customers on the
purchase of a new bike, for instance, with the World Cup offer, in which the consumer was to get
a 1 gm gold coin with every purchase.

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BRAND AMBASSADORS OF TVS:

Mahendra Singh Dhoni,

TVS, a leading manufacturer of Two Wheelers, has roped in captain of Indian Cricket team
Mahendra Singh Dhoni as its Brand Ambassadors. They would endorse the company products,
attend corporate and brand events and help promote its campaign comprising safely riding,
environment and friendliness.

Dhoni and Anushka said they were glad to be associated with TVS. TVS has embarked upon an
ambitious project to achieve sale of one million bikes this year. The turnover would be in excess
of Rs. 10,098 Crore.

PROMOTION POLICY:

 Company gives advertisement in different media vehicles time to time. Like in TV.
Magazines, newspaper, etc.

 TVS also organizes free service camps every year.

 TVS also takes part in trade fair.

 TVS with the help of ICICI Bank provides loan to the customers & also provide easy monthly
installment scheme to customers.

 TVS gives huge commission to their dealers

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SOME OF SALES PROMOTION AND BRAND AWARENESS ACTIVITIES ARE AS
BELOW:-

Following are the task undertaken by me during the promotional activities of TVS vehicles at
TVS Motors:

1. Tagging

 My job was to tag the vehicles with any old vehicles and competitors product.

 The activity was conducted by me under Shelar TVS and sub-dealers in their respective
areas.

 I did this activity to provide BRAND awareness about TVS bikes and Shelar TVS.

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 2. Canopy Activity

I had to Put up tents and canopies on road

Direct selling of TVS bike was done by me.

I was approaching the customers for demo & test drives in different areas such as
dhyari and DSK.

3.Direct Marketing

I was providing information to vendors about the benefits of XL Super.

I was also approaching them to take test ride..

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 Vegetable vendors, grocery stores, milk men‟s and raddi stores were target market for XL
Super.
4. TVS all vehicle rally

 A rally was been organised of XL-SUPER, where we had to form a group who visited
different areas with XL-SUPER and promote the bikes and scooters.

 Leaflet was been distributed and information was given by me through this activity

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 5.Society activities

 I had done door to door leafleting in given society area.

 Main motive behind this activity is to create TVS BIKES brand awareness among customers
mind about availability of products in the market.

 It helped in generating enquires.

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TASK UNDERTAKEN BY ME IN DETAIL DESCRIPTION

1. Product Training –

The product training was provided by sales executive staff of the showroom for the product
features and their specifications. I came to know the technical specifications of all the two
wheeler bikes and scooty. It was very important to get the product training because unless and
until you don’t have product knowledge, you can’t sell or promote the product in the market.
The training includes:-

 Technical Specifications of each vehicle

 Features
 Price

2. Leaflet Distribution/Tagging –

Distribution of Leaflet which contain product information, Scheme, Address, Contact Number
and Tagging is process to tag the vehicle in the parking with TVS Sticker with latest scheme
and offers.

3. Rally –

The objective of the rally was to create awareness and attracting people from different areas of
Pune. The rally was concluded by the group of trainees wearing TVS T-Shirt, Flaunting TVS
Bikes and Scooty in different areas along with distributing TVS Folders.

4. Direct marketing –

The task of Direct marketing was really interesting. We visited various places like Hospitals/
Commercial Shop Owners/ Banks/ Medical Shops/ and directly approached to many
Individuals. Our main task is to create awareness among people about our product and to make
a difference about how we are better than competitor and what gives us competitive edge over
competitiors

5. Personal Selling at Showroom –

Very few of the selected Trainee got the chance to do personal selling at the showroom, where I
was one out of them. I got the task to sell the product in showroom. It was direct interaction
with the customers coming in the showroom. I have to personally interact with the customer so
31 | P a g e
 as to understand their requirements and according to which I was suppose to sell the suitable
product.

6. Tie up with Garages –

In this task we have to approach different garages to inform them about good schemes and
incentive plans. If any customer referred by them buys the vehicle he will get a commission of
Rs. 800 for per Bike or Scooty.

7. Promotion activities in Tent and Canopy –

I was involved in couple of outdoor activities, which includes:-

a) Enquiry handling
b) Product demonstration
c) Offering test rides
d) Providing quotations
e) Booking
f) Exchange

8. Consideration & Non-Consideration–

A cold Calling was done from the generated enquires to know the customer consideration and
non-consideration points towards TVS vehicle. In this task the data was provided by the
authorities and I have to note down the feedback.

Fix it,
Improve it,
Make
changes

Ask
customers if Calling Sell the
improved
they like the
new product Process product

Assess
progress (Is it
selling?)

32 | P a g e
9. Just Dial:-

I was assigned by the work of calling the positive leads generated by the JUST DIAL. The
positive leads who have enquired about any two wheeler vehicle in Just dial were my direct
customers, to whom I was suppose to convince them to buy TVS product and to visit the
respective showroom. I was successful in convincing 5o customers to visit the showroom and
out of 50, 35 customers have bought the Vehicles from TVS Showroom.

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 Chapter III
Research Design & Methodology

34 | P a g e
 3.1 Key Concepts and Definitions:-

Research is an original contribution to the existing stock of knowledge making for its
advancement. It is the pursuit of truth with the help of study, observation, comparison and
experiment. In short, the search of knowledge through objective. And systematic way for
finding solution to a problem is research.

A research method refers to the methods the researchers use in performing research
operations. Research methodology is a way to systematically solve the research problem. By
research methodology not only the research methods are considered but also the logic behind
the methods used in the context of the research study and explanations are given why a
particular technique is used.

The following points has been discussed in this study:

A. Research design
B. Sampling design
a) Population
b) Sampling technique
c) Sampling size
d) Sampling unit
e) Sources of data
Primary data & secondary
A. Research design:
The research design that is adopted in this study is descriptive design. Descriptive research is
used to obtain information concerning the current status of the phenomena to describe,” what
exists” with respect to variables or conditions in a situation. The focus of this study was on self-
reported decisions made by various investors regarding the investment patterns in mutual
funds. Thus it involves statement of the problem , identification of information needed to solve
the problem, selection or development of instruments for gathering the information,
identification of target population and determination of sampling procedure, design of
procedure for information collection, collection of information, analysis of information,
generalizations and or predictions.
B. Sampling design:
a. Population:
The population for this study is potential customer of TVS MOTOR.

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 b. Sampling technique:
The sampling technique used is convenience sampling. Convenience sampling is known as “Non-
probability sampling”. Under this sampling design, every item of universe has an equal chance of
inclusion in the sample.
c. Sample frame:
The sample frame for this study is the company’s database of Shelar TVS MOTOR, Some Area in
Pune. From the obtained database 3 categories of peoples were listed out that is old customer, new
customer, and a people who want to buy newly.

d. Sample size:
It was very difficult to arrive at the sample size that is no of customer to be interviewed for
proving into consumer behavior. 10 percent of the market size could be a good enough sample size
for interviewing the customer. Our primary assessment of the year 2015-16 was for 3000 scooters
(Which after demand assessment came out to be 2976) Therefore I choose samples of 100 which
was verified as correct at the end of demand forecasting.

e. Sample unit:
Individuals, families, youngster, were the target respondent groups from which the data were
collected.

3.2 Source and Methods of Data Collection:-

Data were collected through both primary and secondary data sources. Primary data was collected
through questionnaires.
I.Primary data:
A primary data is a data, which is collected afresh and for the first time, and thus happen to be
original in character. The primary data with the help of questionnaire were collected from
various investors.
II.Secondary data:
Secondary data consist of information that already exists somewhere, have been collected.
Secondary is collected from Company data, Company websites, other websites, Company
magazines and broachers.

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3.3 Sampling Design:-

Structured Undisguised questionnaire was used in the study for the purpose of data Collection.
Both close-end and open-end questions are used in this questionnaire because the statement of
alternatives in the close–end questions allows the respondent in Recalling and formulating the
answer and in the open–end questions the respondents has got the freedom to express his views
in his own words pertaining to any aspect of the issue raised.

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3.4 LIMITATIONS

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1. The project done is restricted to TVS MOTOR, in Pune where Shelar TVS and their sub-
dealer’s Area.
2. As the survey was pertaining to buying attitude of customer, biased information may restrict
validity of inference possible.
3. The study was constrained by limitations of time.
4. The raw data was collected with the help of structured questionnaire technique. Therefore study
is bounded by the limitation of this technique.

DIFFERENT AREAS AND SOCIETIES WHERE THESE WERE UNDERTAKEN:

AREAS – Vitthalwadi, NIBM Road, Undri Road, Swargate Hadapsar Road, Lulla nagar,
Kondhwa, Warje, paud road, Wadgaon, Khadakwasla, Nanded City, Market Yard, Balaji
Nagar, Cummins College, Dhayri, Shivne, Kothrud, DSK Vishva, Sinhagad Road, Dhankavdi.
Ambegaon Pattar.

SOCIETIES – Isha Emerald, Athur Societies, Sun City, Gangadham Spociety, Aditya Garden,
Shivsagar City-

39 | P a g e
 Chapter IV

Data Analysis and Interpretation

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 ANALYSIS

% Change in Enquiry % Change in Sales

January 13.13 January 37.80
February 6.91 February 2.20
March 23.60 March 18.82
April 15.71 April 11.98
May 17.49 May 82.58
June 45.93 June 53.26
July 82.85 July 57.56

So by analyzing the above data it is clear that at the time of promotion sales and
enquiry significantly goes up. If we compare two month in which promotion is done
with previous year with the same month enquiry goes 51.05% up and sales rise up to
62.44%.

Now, if we compare two month in which promotion is done with previous two month of
the same year the enquiry goes 33.01% up and sales rise up to 15.95%.

41 | P a g e
 Number of TVS Two Wheeler vehicle owned by customer

Table No. 4.1

Vehicle Customer
Wego 30
Jupiter 40
Scooty Zest 5
Scooty Pep+ 15
Heavy Duty XL 10
Total 100

Figure No. 4.1

Sales, XL
Sales, Scooty HeavyDuty, 1.2,
Zest, 2, 9% 6%

Jupiter
Sales, Wego
Scooty Sales, Jupiter,
Pep+, 4, 8.2, 37% Scooty Pep+
18% Scooty Zest
XL HeavyDuty
Sales, Wego,
6.5, 30%

Total Respondents - 100

Interpretation:-

Above question shows the no. Of sample units who own various vehicles of TVS motors.

42 | P a g e
 Factors consider while choosing the two wheeler

Table No. 4.2

Vehicle Customer
Color 10
Cost 15
Ease Of Maintenance 7
Good Features 9
Good Mileage 30
Power 20
Look & Style 9
Total 100

Figure No. 4.2

Sales, Ease Of
Sales,Maintenance,
Good 1,
Features, 3.5,3%
Sales, Good
11% Good Mileage
Mileage, 8.2, 25%
Sales, Look & Power
Style, 3.7, 11%
Cost
Color
Sales, Color, 4.2, Look & Style
13%
Sales, Power, 7, Good Features
22%
Ease Of Maintenance
Sales, Cost, 5,
15%

Total Respondents - 100

Interpretation:-

The above graph shows the number of what features you consider while you purchase in the
total persons Good mileage by 30, and Cost by 15 and Ease of maintenance by 6, Look and
Style by 9, Good features by9 , and Power by20

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 Analysis of delivery time

Table No. 4.3

Yes No Total
90 10 100

Figure No. 4.3

Series1, No ,
17, 10%

Yes
Series1, Yes, No
159, 90%

Total Respondent-100…
Interpretation:-

The above graph shows the number of customers who receive the product on delivery
time is yes by 90 customers and no by 10 customers.

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 Analysis of satisfaction towards after sale service

Table No.4.4

Customer satisfaction Customer No

Highly Satisfied 17
Satisfied 54
Neither Satisfied Nor
16
Dissatisfied
*Dissatisfied 8
Highly Dissatisfied 5
Total 100

Figure No.4.4

Series1, Series1, Series1, Highly Series1, Highly

Neither Dissatisfied, Dissatisfied, 9, Satisfied , 30,
Satisfied Nor 14, 8% 5% 17%
Dissatisfied , Highly Satisfied
28, 16%
Satisfied

Neither Satisfied Nor

Dissatisfied
Series1, Satisfied
, 95, 54%
Dissatisfied

Highly Dissatisfied

Total Respondent-100…
Interpretation:-

The number of customers who satisfy/not satisfied with the after sales
service of the company from a number of 100 customers. Highly satisfied 17,
Satisfied 50, Neither Satisfied Nor Dissatisfied 16, Dissatisfied 8 and Highly
Dissatisfied 5.

45 | P a g e
 Analysis of various promotional activities

Table No. 4.5

Promotional activities customer

Canopy Activity 17
Discount offers on Accessories 16
TVS vehicle rally 7
Tagging & Leaflet distribution 5
Loan and exchange mela 37
Tie-Up with service centres 8
Direct Marketing 10
Total 100
Figure No. 4.5

Sales, Tie up with

Service centres,
1.5, 8%
Total Respondents-100
Sales, Direct
Marketing, 2, 10%
Loan And Exchange mela
Sales, Loan
And Discount offers on Accessories
Exchange
TVS Vehicle rally
Sales, Canopy mela, 7,
Activity, 3.2, 17% 37% Tagging & Leaflet distribution
Canopy Activity
Direct Marketing

Sales, Tagging & Tie up with Service centres

Leaflet Sales, Discount
distribution, 1, 5%
Sales, TVS Vehicle offers on
rally, 1.4, 7% Accessories, 3,
16%

Interpretation:- Customers towards buying the vehicle while 7 out of 100 were attracted by
Jupiter sales promotional event the featured a live in concert from rally and loan and exchange
mela attracted 37 out of 100 stunts. However 17 customers showed interest to buy TVS vehicle
by Canopy Activity, 16 customers bought TVS vehicle because of Discount Offers. 8,10 and 5
customers were attracted because of Tie-up with Service Centers, Direct Marketing and Tagging
& Leaflet distribution.

46 | P a g e
Which sources of Promotional Activity according to you would be more effective in Pune
city for sale of bikes?

Table No. 4.6

Particulars Customer
Road 14
News 28
Fair 9
TV 7
Leaflets 15
Sales Person 7
Hoarding 20
Total 100

Figure No. 4.6

Customer
0
Road
14%
20% News
Fair

7% TV

28% Leaflets
Sales Person
15%
Hoarding
7% 9%

Interpretation:
 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.

47 | P a g e
 7 of the respondents say sales persons would be more effective.
 20 of the respondents say Hoardings would be more effective

Total Sale of TVS Bikes in Year 2014-2015

Table No. 4.7

2014 2015
June July June July
Sale in Units 333 460 Sale in Units 608 705

Figure No. 4.7

800

700 705

600 608

500
460
400 2014

333 2015
300

200

100

0
june july

Interpretation: Sale was increased in two month, from analysis data Sale was
increased by 520 from 2014 to 2015(June and July ) because of Promotional Activity.

48 | P a g e
Chapter V.

FINDINGS

49 | P a g e
1 TVS enjoys a high patronage from its customers.
2. Most of the customers had a good experience of shopping at TVS.
3. The probability that the customers would repeat that purchase at the same showroom is high,
which is a good sign.
4. It has been observed that 10% of customers have reported a slack in the delivery process.
5. 52% of total respondents were owning TVS Jupiter, WEGO, 41% scooty pep+ and 7% Scooty
Zest & XL Heavy Duty, from this we can clearly say that TVS Motor has a command on scooter
segment .

6. 80% of the respondents say this is their first TVS TWO wheeler, so expectations of these
customers can be taken into account for future developments.
7. Various sales promotional activities was the source through which Maximum number of the
customers decided to buy the TVS vehicle from Shelar TVS.
8. According to ratings given by customers as which of the sales promotional tool will create most
impact on consumer’s buying preference towards two wheeler vehicle, highest is loan and
exchange mela followed by discount offers, TVS’s all vehicle rally and Canopy Activity .
9. 79% of customers say there should be changes or improvement in sales promotional activities.

50 | P a g e
 Chapter.VI

CONCLUSION

51 | P a g e
 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

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Chapter VII
Suggestion

53 | P a g e
1. Improve post sales services.
2. Increase number of service centre.
3. There should be healthy R&D department.
4. Provide training to every employee frequently.
5. Organize motivational programmed for the employees.
6. Carrot and stick policy must be adopted.{performance appraisal}
7. Pay full effort for satisfying customers.
8. Group cohesiveness need to increase.
9. Provide sales promotion for the complete distribution channel.
10. Use effective communications channels.
11. Organize road shows and events for bikes promotions.
12. Try to understand the competitor’s strategy i.e. what they are going to do in the near future.
13. Bring new features in product periodically and do product differentiations.
14. Leaflets distributed during product promotions should have monetary value.
15. Try to understand the life cycle of the product.

16. Do market research regularly.

17. Try to create competitions among employees.

54 | P a g e
 Chaper XI

CONTRIBUTION

55 | P a g e
 Creating Enquries-

The main purpose of TVS Motors is to improve their sales and services. So the promotional
activities like canopies,tagging,rallys,petrol pump,garage scheme and direct marketing are
mainly build for the improvement in enquiries and sales of TVS Motors bikes/scooters. We are
start with the canopy activity. The first canopy we placed near DSK city because peoples
hanging around there and most of the families are staying there so the rout of going home, office,
school or college is same. So it will help to improve the enquiries and sales of TVS Motors
bikes/scooters. The peoples are coming for enquiries getting knowledge of TVS bikes/scooters
they are taking coutations,rides and product brouchers. We are giving enquries to distributors
atleast 7-8 per day and the booking around 2-3 per day. This activity created the awareness of
TVS Motors bikes/scooters in the peoples of DSK city and near that area.

 Awareness in the peoples-

After this activity the Samarth TVS Narhe showroom is given under my team. So the activities
we are going to implement is for Samarth TVS. The main problem is of Samarth TVS is that it is
a new showroom of TVS Narhe so the peoples are not aware about this showroom so they are
buying the TVS bikes/scooters from another showroom. So we start distributing the pampletes of
showrooms with on that the bikes/scooters information brouchers near Narhe area to make
peoples aware about the showroom. We started going to shops, societies and classes to show the
presence of TVS showroom in Narhe and make them to buy the bikes/scooters from the Samarth
showroom.

 Tagging activity-

The next we started with tagging activity. The TVS Motors given us a tags of various
bikes/scooters with the information like price, schemes, average and features. So it will help
peoples to understand the benefits of TVS Motors bikes/scooters. So we done this activity at D-
Mart, Abhiruchi mall and Khadak vasla area because most of the peoples visit this places. This
activity brings most of the peoples at the showroom.

 Petrol pump activity-

The petrol pump activity is the most important activity. We choase the Bharat Petrolium near the
Navale bridge because it is near to Samarth showroom and having maximum number of peoples
come there to fill the petrol. So we distribute the scheme pamphlets of Bikes/scooters to the

56 | P a g e
 peoples who are coming to petrol pumps. So to reach the scheme on bikes/scooter to the
maximum number of peoples. The enquries increased day by day when we start the petrol pump
activity. We started giving them demo live at the petrol pump.

 Rallys and Garage scheme-

Then we star giving the garage scheme that means if garage owner send the customer to
showroom of TVS and that customer buys the TVS bike/scooter then the garage owner will get
the commission for recommending the TVS bike/scooter. So as to increase the sales volume.
Then we have done the Jupiter and Star City + rallys in various areas in Pune. The main focus
of this rally is to increase the sale of the Jupiter and Star city bike/scooter. With this rallys we
also done the tagging and direct marketing. We travel to all showrooms of TVS Motors to
increase the awareness for TVS bike/scooter in Pune.

 Increase in sales-

From all of this activities we are also done the direct marketing in showroom like handeling
the customer at the showroom giving test drive and information related to the loans. So after all
this activities the sale and service quality is increased for TVS bike/scooter. The Samarth
showroom who having the sale of 30-40 bike/scooter in April-May it increase to the 65-70 in
June.The enquries became 10-15 daily. The all activities like
canopy,rally,tagging,pamphlets,garage scheme,petrol pump and direct marketing contributed
for the improvement in sales and services.

57 | P a g e
CHAPTER IX.

LEARNINGS

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 Learning of the Student through the project (8 Weeks)

A great marketing campaign isn’t a haphazard activity, but a well thought out, well planned
series of interrelated activities, developed around a common theme, with the goal of producing a
specific result. While it is easy to think that the result is always about selling, that may not be
true. Many marketing campaigns are aimed at increasing brand awareness, maintaining customer
loyalty and even for the purpose of countering negative press.

WEEK 1st

Learn about the product technical specifications, features, benefits and how to give two wheeler
demos to the customer because there is a proper way to demonstrate the vehicle.

I get to know about the document required from the customer at the time of purchase in case of
full payment or at the time of loan procedure . Calculation of approx fig of loan amount, Down
payment EMI etc.

All this learning comes through:-

 Company’s Boucher
 Working with Sales team
 Training Sessions
 Testimonials
 Role Playing
 Practical Use

WEEK 2nd

During 2nd week I was involved in inventory management of various vehicle in the showroom for
display, delivery, demo and other promotional activity.

Distribution Network

 Knowledge about the distribution network was created during this week.
 Learn about the chain of dealer and sub dealer and how they function and their monthly sales
chart was provided to us which helps to us to understand dealers wise potential for TVS
vehicle.
 Well-developed plan of action is important to have desire outcome.

59 | P a g e
 There should not be any communication gap it should be clear and understandable.

WEEK 3rd

In this week we are ready to implement the work assign to us.

Converting the Just Dial leads into Customers by calling

 Assigned by the work of calling the positive leads generated by the JUST DIAL.
 The positive leads who have enquired about any two wheeler vehicle in Just dial were the direct
customers, to whom I was supposed to convince them to buy TVS product and to visit the
respective showroom.
 I was successful in convincing 5o customers to visit the showroom and out of 50, 35 customers
have bought the Vehicles from TVS Showroom

Objection Handling and Sales Close

 Behavior of a sales man plays a major role in closing the sales.

 Proper knowledge about product easily helps to handle customer quires.

Prospecting

 Social activity plays a major role in marketing to create awareness among prospects.
 Study of customer profile and their behavior will help for further decision.
 How to build strategy to tap a prospect and convert them to buy TVS product.

WEEK 4th

Communication plays a vital role

 Proper communication creates awareness among the customer.

 It is necessary to communicate the benefits and offers to the customer in any form.
 Effective communication leads to a footfall in showroom & service center.
 Execution of work should be according to the plan.

Importance of Promotion

 It helps organization utilize the skills of their employees and stakeholders.

 It also helps to develop creative approaches to sales and customer service.

60 | P a g e
 Promotional and marketing strategies can also assist your business in understanding and
connecting with clients and customers.

WEEK 5th

Segmenting and targeting

 Segment your customer this will help in deciding which product and offers relevant to the
particular group of customer.
 Focusing on target group of customer generates many new business.\
 Clarify and internal roles and responsibilities.
 Involve people in the brand emotionally rather than communication the benefits.

Importance Developing Financial Goals

 Promotional and marketing strategies are also important for guiding your business into the
development of financial goals.
 If the business is able to closely monitor its outflows, only spending what it absolutely needs to,
company will be better equipped to increase the profit margins.

WEEK 6TH

Need Analysis and Building Customer Trust

 Analysis the need of a customer and accordingly match the given product.
 Building trust in customer’s mind is important for their overall satisfaction.
 Maintaining relationship is good for long term survival and it generate new business also.
 Even a small issues leads to a large conflict so it is necessary to resolve the time when it was
small.

WEEK 7TH

Customer satisfaction and excellent service

 Every message from a customer presents an opportunity to improve customer satisfaction.

 Get to know about how to use delegated authority in a manner that it serves the purpose.
 Excellent service is most important to be ahead of others.
 One satisfied customer is a source of many new customers in the future.

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WEEK 8TH

Team Work and Assessment

 Combination of occasion, place and perfect timing requires less effort to close the sales.
 To be predictive it is important to understand the type of customer, Like:-
 Cold customer
 Warm Customer
 Hot customer
 Self-understanding and group cohesiveness leads to a great environment for work.
 Proper assessment of potential opportunity.
 A well planned investment of time and money always gives a better return.

Active learning requires participation and in this two month of summer internship I actively
participated and learn many things which I am unable to get only from theoretical lectures.

Hence, Enhancing and exploring the knowledge through learning is important which gives insight
to real world.

Skill Learned:- Beside technical skill I learned some of the behavioral skill, Situation handling
skill, and work culture professionalism.

General Learning:- As general learning I learned many things which I used to heard in every day
to day routing and get to know that what we get to know from theoretical knowledge is somehow
different and theoretical aspect plays a supporting role.

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 Chpter X
REFERENCES:

63 | P a g e
Books Referred

1. Kotler Philip, Keller Kevin Lane, Abraham Koshy, Mithileshwar Jha, (2006) Marketing
Management, Pearson Education, New Delhi, 13th Edition.
2. Marketing Management by Rajan Saxena, TaTa McGraw hill education private limited,
New Delhi.
3. TVS Manuals and Brochures

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 Chapter XI.
BIBILIOGRAPHY

65 | P a g e
Websites :
1. www.tvsmotor.in
2. www.siamindia.com
3. http://www.autobikeindia.com/
4. www.wikipedia.com

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Annexure

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 Questionnaires :

With respect to the above study and the findings thereby, the company achieves its target and
helps the company to add more prospects in their data base which gives them more sales and lead
generation in near future.

Telephonic Questionnaire (Open Ended)

1. Which TVS Two Wheeler do you have?

 Jupiter  Scooty Zest  Scooty Pep+

 Wego  XL Heavy Duty

2. Which of the following factors did you consider before buying? (Tick 1 or more)
 Mileage  Cost  Ease of Maintenance  Colors  Styling
 Riding ease & comfort  Power

3. What do you think rate customer service TVS Two Wheelers?

 Very Good  Good  Average  Poor  Very Poor

4. Did you receive the product on delivery time?

 Yes  No

5. Did you take test-drive of the motorcycle before buying?

 Yes  No

6. Are you satisfied with their usage of the Bike / Scooter?

 Highly Satisfied  Satisfied  Neither Satisfied Nor Dissatisfied

 Dissatisfied Highly Dissatisfied

68 | P a g e
7. Will you like to purchase a bike again from TVS in near future?

 Definitely  Definitely not  Might be

8. Will you recommend TVS product to anybody?

 Yes  No

9. Which of the following promotional activities attracted you towards buying this motorcycles?

 Test Rides

 Special marks multiplier scheme for 10th, 11th, and 12th students

 Free insurance for 1 year on every scooter

 TVS vehicle rally, pamphlet & Tagging

 Loan and exchange mela

10. Do you think there should be improvement or changes in such sales Promotional activities?

 Yes  No

11. W
hich sources of advertisement according to you would be more effective in Pune city for sale of
bikes?

a. Road shows b c Newspaper

b. Fairs d Leaflets

Please give your comments/suggestions

._______________________________.

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