INTRODUCTION

Marketing strategy

The field of marketing strategy encompasses the strategy involved in the management of a
given product. A given firm may hold numerous products in the marketplace, spanning
numerous and sometimes wholly unrelated industries. Accordingly, a plan is required in order
to effectively manage such products. For example, a start-up car manufacturing firm would
face little success should it attempt to rival Toyota, Ford, Nissan, Chevrolet, or any other
large global car maker. Moreover, a product may be reaching the end of its life-cycle. Thus,
the issue of divest, or a ceasing of production, may be made.

Strategy, a word of military origin, refers to a plan of action designed to achieve a particular
goal. In military usage strategy is distinct from tactics, which are concerned with the conduct
of an engagement, while strategy is concerned with how different engagements are linked.
How a battle is fought is a matter of tactics: the terms and conditions that it is fought on and
whether it should be fought at all is a matter of strategy, which is part of the four levels of
warfare: political goals or grand strategy, strategy, operations, and tactics. Building on the
work of many thinkers on the subject, one can define strategy as "a comprehensive way to try
to pursue political ends, including the threat or actual use of force, in a dialectic of wills –
there have to be at least two sides to a conflict. These sides interact, and thus a Strategy will
rarely be successful if it shows no adaptability.

In game theory, a strategy refers to one of the options that a player can choose. That is, every
player in a non-cooperative game has a set of possible strategies, and must choose one of the
choices.

A strategy must specify what action will happen in each contingent state of the game e.g. if
the opponent does A, then take action B, whereas if the opponent does C, take action D.

Strategies in game theory may be random (mixed) or deterministic (pure). That is, in some
games, players choose mixed strategies. Pure strategies can be thought of as a special case of
mixed strategies, in which only probabilities 0 or 1 are assigned to actions.

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Marketing strategy is a process that can allow an organization to concentrate its limited
resources on the greatest opportunities to increase sales and achieve a sustainable advantage.
A marketing strategy should be centered on the key concept that customer satisfaction is the
main goal.

Marketing strategy is a method of focusing an organization's energies and resources on a

course of action which can lead to increased sales and dominance of a targeted market niche.
A marketing strategy combines product development, promotion, distribution, pricing,
relationship management and other elements; identifies the firm's marketing goals, and
explains how they will be achieved, ideally within a stated timeframe. Marketing strategy
determines the choice of target market segments, positioning, marketing mix, and allocation
of resources. It is most effective when it is an integral component of overall firm strategy,
defining how the organization will successfully engage customers, prospects, and competitors
in the market arena. Corporate strategies, corporate missions, and corporate goals. As the
customer constitutes the source of a company's revenue, marketing strategy is closely linked
with sales. A key component of marketing strategy is often to keep marketing in line with a
company's overarching mission statement.

A marketing strategy can serve as the foundation of a marketing plan. A marketing plan
contains a set of specific actions required to successfully implement a marketing strategy. For
example: "Use a low cost product to attract consumers. Once our organization, via our low
cost product, has established a relationship with consumers, our organization will sell
additional, higher-margin products and services that enhance the consumer's interaction with
the low-cost product or service."

A strategy consists of a well thought out series of tactics to make a marketing plan more
effective. Marketing strategies serve as the fundamental underpinning by marketing plans
designed to fill market needs and reach marketing objectives. Plans and objectives are
generally tested for measurable results.

A marketing strategy often integrates an organization's marketing goals, policies, and action
sequences (tactics) into a cohesive whole. Similarly, the various strands of the strategy ,
which might include advertising, channel marketing, internet marketing, promotion and
public relations can be orchestrated. Many companies cascade a strategy throughout an
organization, by creating strategy tactics that then become strategy goals for the next level or

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group. Each group is expected to take that strategy goal and develop a set of tactics to achieve
that goal. This is why it is important to make each strategy goal measurable.

Marketing strategies are dynamic and interactive. They are partially planned and partially
unplanned.

TITLE OF THE STUDY

“A Study on Marketing strategy towards TVS MOTORS LTD BIKES, Hyderabad”

STATEMENT OF THE PROBLEM

Marketing strategy plays a crucial role in enabling an organization to change and

develop with customers. Keeping the existing customer contended is generally much easier,
takes less time and involves less expense. The reason for this is that it takes more time to find
new prospective customer. In this context study is conducted with special reference to
customer satisfaction. A company can earn more profits only when it has strong customer
care towards product and services offered by the company. So to have strong customer care it
has to provide a competitive price further advertising to increase.

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 OBJECTIVES OF THE STUDY

1. To understand the reasons for purchasing TVS MOTORS LTD bikes.

2. To know about the experience after purchase relating various parameters (Service,
bike performance, mileage etc).
3. To ascertain the barriers to purchasing Apache Bike for a prospective customer.
4. To ascertain the factors that affects the choice of Apache Bike as a motorcycle for
common man.
5. To propose an effective Promotional campaign plan for brand TVS MOTORS LTD.
6. To determine the customer’s satisfaction regarding bikes and after sales service.

SCOPE OF THE STUDY

This study includes Customer’s response and awareness towards the brand, products and
services of TVS MOTORS LTD. The results are limited by the sample size 100 numbers and
therefore the opinion of only selected customers is taken into consideration. Mainly this study
is conducted in Hyderabad and the scope is limited.

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OPERATIONAL DEFINITIONS

1. Customer- A customer (also known as a client, buyer, or purchaser) is usually used to

refer to a current or potential buyer or user of the products of an individual or
organization, called the supplier, seller, or vendor.
2. Customer Satisfaction- A business term, is a measure of how products and services
supplied by a company meet or surpass customer expectation. Marketing strategy is
defined as "the number of customers, or percentage of total customers, whose
reported experience with a firm, its products, or its services (ratings) exceeds
specified satisfaction goals."
3. Respondents- A person who replies to something, esp. one supplying information for
a survey or questionnaire or responding to an advertisement.
4. Objective- An end that can be reasonably achieved within an expected timeframe and
with available resources.
5. Bike- A motor vehicle with two wheels and a strong frame.
6. Buying- To acquire in exchange for money or its equivalent purchase.

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RESEARCH METHODOLOGY
The research will be carried out in various phases that constitute an approach of
working from whole to part. It includes subsequent phases trying to go deeper into the user’s
psyche and develop a thorough understanding of what a user looks for while buying a bike.

The first phase is completely internal where it is stormed over the most effective route of
action, considering that Apache Bike users in Hyderabad are more in number.

The second phase is with some of the seasoned bikers who have been using Bullets for some
time now and are generally known and respected amongst the Apache Bike community.

The third phase is with some respondents who will be interviewed with the help of
questionnaire keeping in mind the time and cost constraints.

TOOLS OF DATA COLLECTION

The information relevant for study was drawn from Primary data collected through survey
method, which alone was not sufficient. Hence Secondary data was collected to study
successfully.
 Primary data- In order to find out Marketing strategy regarding bikes of TVS
MOTORS LTD Primary Data was collected by personally visiting the dealerships and
showrooms. With the help of a well laid questionnaire, I took the feedback from the
customers who were coming for the services of their bikes at the dealerships. As well
as I contacted some of the customers through telex calling by taking the data about the
customers from the customer data register of the dealership. I interviewed them and
discussed with the showroom staff as well as with the employees at TVS MOTORS
LTD which helped me to prepare the research Report.
 Secondary data- The Secondary Data collection involved internet search, browsing
magazines, newspapers and articles and papers related to the two wheeler industry in
India. Numerous Journals and books related to the topic were also browsed to
understand the dynamics of the industry.

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SAMPLE DESIGN
The research was carried out in various phases that constituted an approach of
working from whole to part. It included subsequent phases trying to go deeper into the user’s
psyche and develop a thorough understanding of what the user looks for while buying a bike.
In order to get a perspective from non-Bullet riders as to what are the reasons for not
choosing a Bullet, I administered the same questionnaire to riders who used other
motorcycles keeping in mind the time and cost constraints. For the Marketing strategy study a
sample of 75 persons was chosen from the in Hyderabad city. The sample was judgmental
and methodology was convenient random sampling.

Size of Sample 100

Sampling technique Convenient Random Sampling method

Location from which samples were taken Hyderabad city

PLAN OF ANALYSIS

 Raw Primary data has been collected with help of questionnaire. The raw data has
been tabulated with the help of table. From the tables, concept, analysis and
inferences are drawn which in turn was used for interpretation. Based on, these charts
were prepared to better pictorial understanding of the study.
 From the set of inferences and interpretation, conclusion have been drawn which is
followed by suggestions, keeping the objectives in mind throughout the study.

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LIMITATIONS OF THE STUDY

 This research is geographically restricted to Hyderabad city only. Hence the result
cannot be extrapolated to other places.
 The study is restricted only to the organized sector of two wheeler industry.
 Sample size was confined to 100 respondents keeping in view of time and cost
constraints.
 Findings are based on sample survey. The information executed by respondents may
or may not be true because some respondents may not be serious. However all
possible has been made to collect the information as authentically as possible.
 All interview questions are undisguised or direct. Hence there is a scope for the
respondents to be biased or pretentious.
 This project has been taken up at the undergraduate level and the knowledge and
experience of the student is limited and hence may not be professional enough.