Astudyonanalysisofsalespromotion Stratergiesintvsmotorsatchintamani

APROJECTREPORTON
“ ASTUDYONANALYSISOFSALESPROMOTION
STRATERGIESINTVSMOTORSATCHINTAMANI”
SUBMITTED INPARTIALFULLFILLMENT&REQUIREMENTFORTHE
AWARDOF THEDEGREEOF
MASTEROFCOMMERCE
OF
BENGALURUNORTHUNIVERSITY
SUBMITTEDBY
(Reg.No-CM204506)
KEERTHIG V
UNDERTHEGUIDANCEOF
Prof.SRIDHARM
PG Co-Coordinator
(Affiliated to Bangalore North University)

2021-2022
DECLARATION
I hereby declared that “ A STUDY ON ANALYSIS OF SALES PROMOTION

STRATERGIES IN TVS MOTORS AT CHINTAMANI” is the result of the
project work carried out by me under the guidance of Prof. SRIDHAR. M
SIR in partial fulfillment for the award of Master’ s Degree in commence
by BENAGALURU NORTH UNIVERSITY.
I also declare that this project is the outcome of my own efforts and that it
has not been submitted to any other university or Institution for the award
of any other degree or certificate.
Place: KEERTHI G V
(STUDENT)
Date: Reg.no- CM204506

CERTIFICATE
This is to certify the dissertation titled – “ A STUDY ON ANALYSIS OF
SALES PROMOTION STRATERGIES IN TVS MOTORS AT CHINTAMANI”

is an original work of Ms. KEERTHI G.V bearing university Register
number CM204506 and is being submitted in partial fulfilment for the
award of the Master’ s Degree in Commerce of BENGALURU NORTH

UNIVERSITY. The report has not submitted earlier to this
university/institution for the fulfilment of the requirement of a course of

study.
SRIDHAR. M
(GUIDE)
DATE:
ACKNOWLEDGMENT
Frist and foremost I would like to extend my sincere thanks to

Principle and my guide Prof. SRIDHAR. M SIR, for his valuable guidance,
help advice and above all patience shown to me during the course of this
project and thank to the commerce faculty of SEA COLLEGE OF SCIENCE

COMMERCE AND ARTS, KR PURAM, BANGALORE- 560049.
My deep sense of gratitude and respect to my parents and friends for

the support and encouragement.
Finally I wish to one and all, which has helped me directly or

indirectly to completing this project successfully.
Place: KEERTHI G.V
Reg.no- CM204506
Date:
LIST OF CONTENTS
PAGE.NO.
1 INTRODUCTION 1-16
2 REVIEW OF LITERATURE
17-19
3 RESEARCH DESIGN 20-25
4 COMPANY PROFILE 26-37
5 DATA ANALYSIS AND

INTERPRETATION
38-73
SUMMARY OF FINDINGS,
SUGGESTIONS AND
6
CONCLISION
74-76
77
BIBLIOGRAPHY
ANNEXURE
LIST OF TABLES
TABLE NO TITLE OF THE TABLE PAGE NO
5.1 Table showing the gender 38
5.2 Table showing the age wise classification of 40

respondents
5.3 Table showing martial status wise classification of 42
respondents
5.4 Table showing monthly income wise classification of 44
respondents
5.5 How did you come to know about TVS motors 46
5.6 What do you think about pricing of TVS motors? 48
5.7 Do you think advertisement is needed to promote TVS 50

motors in the competitive market
5.8 If yes what kind of advertisement will be more 52
effective in your opinion
5.9 Are you satisfied with regard to quality and safety? 54
5.10 How do you feel TVS motors are comparatively better 56

than others brands
5.11 What do you think about the performance of TVS 58
motors?
5.12 What do you think about the mileage of TVS motors? 60
5.13 What is your opinion about the promotional 62

activities of TVS motors?
5.14 Will the sales of promotion attracts brand switchers 64
5.15 Do you feel that the introduction of more models with in 66

the 2wheelrs segment will improve sale of TVS Motors
5.16 Which particular brand of TVS motors are you using 68

currently
5.17 Why you are giving first preference to TVS motors 70
5.18 Which promotional media is influencing you to buy 72

TVS Motors
LIST OF GRAPHS
GRAPH TITEL OF THE GRAPH PAGE NO

NO
5.1 Graph showing the gender wise classification of 39
respondents.
5.2 Graph showing age wise classification of respondents. 41
5.3 Chart showing martial status wise classication of 43

respondents.
5.4 Chart showing the monthly income wise classification of 45
respondents.
5.5 How did you come to know about TVS motors 47
5.6 What do you think about pricing of TVS motors? 49
5.7 Do you think advertisement is needed to promote TVS 51

motors in the competitive market
5.8 If yes what kind of advertisement will be more effective in 53
your opinion?
5.9 Are satisfied with regard to quality and safety 55
5.10 How do you feel TVS motors are comparatively better than 57
other brands?
5.11 What do you think about the performance of TVS motors? 59
5.12 What do you think about the mileage of TVS 61

motors?
5.13 What is your opinion about the promotional activities 63
of TVS motors?
5.14 Will sales of promotion attracts brand switchers 65
5.15 Do you feel that the introduction of more models with in 67

the 2wheelrs segment will improve sale of TVS Motors
5.16 Which particular brand of TVS motors are you 69

using currently?
5.17 Why you are giving first preference to TVS 71
motors
5.18 Why you are giving first preference to TVS 73
motors
A study on analysis of sales promotion strategies in TVS Motors
CHAPTER – 1 INTRODUCTION
THEORETICAL BACKGROUND OF STUDY
MARKETING
Marketing is a comprehensive term & it includes all resources & a set of activities
necessary to direct & facilitates the flow of goods & services from producer to consumer in
the process of distribution . Business man regards marketing as a management function to plan,
promote and deliver products to the clients or customers, Human efforts, finance and
management constitute the primary resources in marketing.
DEFINITION OF MARKETING
‖Marketing as the process of planning and executing the conception, pricing ,promotion and
distribution of ideas ,goods and services to creates to create exchanges that satisfy
individual and organizational objectives‖.
―Marke ng consists of all ac vi es by which a company adopts itself to its environment,

creatively and profitability.‖
―Marke ng is a total system of business ac vi es designed to plan, price, promote and

distribute wants satisfying goods and services present and potential customers‖.
FUNCTIONS OF MARKETING
Marketing functions are performed by the manufacturer and all middlemen in the machinery of
distribution.
1. Contractual: The searching of buyers and sellers.

2. Merchandising: Matching the products to customer needs and price.
3. Pricing: Determing the optimum price.
4. Promotion: Persuading the buyers to favour the firm and its products.
5. Physical distribution: The transport, warehousing and inventory control.
INTRODUCTION TO MARKETING SYSTEM
Among the recent approaches to the study of marketing the one that has been engaging
considerable a en on lately is the systems approach. It is based on Von Bartalanffy‘s ―general
SEA College of science commerce & arts , K R Puram Page 1

systems theory‖. He defined system as a set of objects together with relationships among them
and their attributes. Systems thinking recognizes the inter relations and inter connections
among the components of marketing systems in which product, service, money, equipment and
information flow from marketers to consumers. These flows largely determine the forms of
systems approach is therefore, the analysis of these marketing flows and communication. It
stresses built-in organizational capacity to adopt business to changing eco system.
MARKETING MIX THEY ARE AS FOLLOWS:
 The product management system to manage products from introduction to market

withdrawal
 Channel and physical distribution system to manage distribution channels and flow of
goods to the market
 Promotion system to co-ordinate all means of promotion to stimulate demand
 Price system designing prices for line products sold to customers under different selling
conditions.
 Marketing management centers on these four areas of marketing mix or plan. Marketing
information system provides data for decision making in all marketing areas or problems.
It is also a part of marketing system.
 The system model (plan-inputs-processing-outputs-feedback-environment) placed

emphasis on the inputs of resources as per plan, discharge of outputs and marketing
information flow. It enables the determination of goals as well as development of
strategies and programs to achieve those goals through feedback control mechanism.
SALES PROMOTION
Sales promotion is an important instrument in marketing to lubricate the marketing efforts.

Today, sales promotion is a necessary and not merely a luxury or a fashion. It is not expenditure;
it is an investment which can play rich dividends. It is an integral part of the marketing efforts.
Sales promotion is referred to the promotional activities other than personal salesmanship,
advertising and publicity, which stimulate consumer purchasing and dealer effectiveness. ex:,

free samples, coupons, premiums, contests and various other nonrecurrent selling efforts not in
the ordinary routine.
SALES PROMOTION DEFINITION

A sales promotion is a marketing strategy in which a business uses a temporary campaign or
offer to increase interest or demand in its product or service.
There are many reasons why a business may choose to use a sales promotion (or
‗promo‘), but the primary reason is to boost sales. Sales boosts may be needed to reach a
quota as a deadline approaches, or to raise awareness of a new product.
OBJECTIVES OF SALES PROMOTION
 To gain additional market share or additional revenue.
 To expand the target market.
 To add extra value to the product and develop brand franchise.
 Encouragement for increasing frequency of product.
IMPORTANCE OF SALES PROMOTION
Sales are the lifeblood of a business—without sales there would be no business in the first
place; therefore it is very important that if a business wants to succeed, it should have a sales
promotion strategy in mind. The primary objective of a sales promotion is to improve a
company‘s sales by predicting and modifying your target customer‘s purchasing behaviour and
patterns. Sales promotion is very important as it not only helps to boost sales but it also helps a
business to draw new customers while at the same time retaining older ones.
A business can promote itself through and effective sales promotion because it says something
about work and helps the business to identify themselves. They can be an inexpensive way of
increasing awareness, of reaching new buyers or extending the buying choices of existing
audiences. As an essential part of any promotional campaign they should be planned from the
beginning.
While sales promotions can often be done cheaply, there should always be a line item for this
activity in the budget, no matter how small because the support can in turn increase the
efficiency and impact of the sales promotion. Sales promotions often involve working with other
organizations. This could help in building mutually beneficial relationships, leading to
sponsorships.
Sales promotions can be one of the best tools for retaining customers and increasing your share
of their wallet. The promotions can encourage customers to try your product or company,
increase their frequency or quantity of purchases, they can help you build your database, cross-
sell and extend and reinforce your brand. Loyalty programs can be an effective sales promotion
tool and allow you to track and measure your results.
Imaginatively and carefully planned sales promotions can deliver long-term benefits to an
organization. Often not surprisingly, they look like last minute panic measures and that can
signal failure, not success. One well-planned, far-reaching promotion is better than heaps of
little one-offs that bear no relation to the overall strategy. As the term implies — the ultimate
goal is sales or transactions. However, promotions can be planned to increase sales over a long
period within a specific market segment, so it is not always about immediate results.
The issue of sales promotion has been receiving increasing attention from both advertising and
marketing professionals and academicians. This increase of attention can be explained by two
major interrelated factors: first, the nature of sales promotions – it brings certain measurable
(as opposed to advertising) impact on sales, which attracts many marketing managers; it also
has been proven by time to be the effective collection of techniques to increase sales.
However, the phenomenon of sales promotion is not studied vary widely. Sales promotions
expenditures for most of the companies are increasing, however with the total promotional
budgets staying relatively the same it can be assumed that the increase of expenditures on sales
promotion come at the expense of decreasing advertising budgets.
TYPES OF SALES PROMOTION

1. Consumer Promotions
2. Trade Promotions / Dealers‘ Sales Promotions

3. Sales Force Promotion
4. Internet promotions
1. CONSUMER PROMOTIONS:
Sales promotions directed at end users are called consumers sales promotions. Usually,
consumer‘s promo ons are either ―same or less‖ type and may get translated into a straight
price-cut or added value.‖Interest promotions‖ may or may not require the purchase of
anything such as free samples, free premiums, contests and sweepstakes. The objectives of
such promotions are to stimulate consumer‘s interests in products, services, activities and
special events. ―Consumer franchisee building‖ promo ons are those which reinforce

consumer brand preference and include a product related selling message, such as in case of
free premiums, free samples, coupons and patronage awards.
―Non-franchisee building ―promo ons include price discounts, price packs, premiums not
related to the purchased product, contests and sweepstakes etc. Some of the commonly used
consumer promotions are briefly discussed.
Price Discounts (Also called cents-off): The customers pay certain amount less than the
regular price of the product or service if purchased within a specified period. This can
yield short term sales increase, can serve as an incentive to try a new product, and can
also help product sales during off season. Broadly there are three types of price-off
promotions such as :
o Reduced Price Pack: Reduced Price pack is usually single product offered at a
reduced price.
o Multiple Packs: Multiple packs are two or more packs of a product sold at a
reduced price. o A bonded pack is asset of two products bonded together at
reduced price. For example a pack containing toothpaste and tooth brush, soap
along with soap case etc.
• Bonus–Pack: An additional quantity of the purchased product is offered free with
standard pack. The producer may develop special large sized pack containing more
product quan ty but the price is propor onately low. A varia on of this offer is ―buy
two, take one free‖ These offers are generally limited to low, bulk items or ready- to-
wear dress, and sometimes footwear. There are stray cases when a buyer would get a 14
inch-TV free with the purchase of a 21-inch TV.
• Samples: It is an offer of some amount of a product or service free or at a nominal price.
The main objective of sampling is to induce initial product trial and let the customer have
the first hand experience with the product or service. Sampling is most probably
successful approach when the product is new. The consumer is given small samples of
the products free of cost or allowed to use the product during a specified period. The
distribution of samples can be undertaken as:
o Through retail stores o As premium products o Door to door distribution and
o Through mail
• Premiums: A premium (gift) is a reward given to the consumers for performing a

particular act, generally purchasing a product or service. The premium may be free or
available to the consumer by paying a price a well below the regular market price. Getting

a printer free with the purchase of a computer or getting a Swiss knife well below the
market price when the consumer purchases a microwave oven are typical examples of
premium. Premium offers are introduced to attract new customers, improve off-season
sales, introduce new product or discourage price competition. Premiums are of four
types:
o An In-Pack/on-Pack premium: It is a gift of low value article kept inside the packet
or outside or distributed along with the purchase.
o A free in the mail premium: It is a gift usually sent to the buyers by mail after the
receipt of the proof of purchase.
• Self liquidating premium: It is a method of sending the item by mail below the cost of the
retail price to the consumers who send request for the same. It is called self liquidating
because the company usually covers the cost of sales promotion. Reusable-container
premiums are those which have reusable value for the consumers. It should be noted
that the items offered as premiums are really useful for the consumers. To make primary
scheme operative, promotional information needs to be printed on the pack and the
premium as well.
• Refund or Rebate (the terms are used interchangeably): Rebate offer refers to some
amount of money repaid to customers sometime after the purchase when the customer
submits the special proof of purchase to manufacturers. The manufacturer
―refunds ―part of the price paid by the customers via mail.
• Frequent-user reward: These are incentives to reward those who frequently purchase
the products or service such as frequent flier incentives to air passengers. The purpose is
to encourage repeat purchases or repeated visits to a particular retail stores. Locally
grocery and general stores use this approach on an ongoing basis for their customers to
encourage store loyalty. Usually such programs cover a fairly long period to offer
customers ample opportunity to respond favorably.
• Coupons: Coupons can be viewed as certificates offered by the manufacturers or retailers
that entitle the owner to some stated savings or claim on the specified thing. Coupons
bear the date of expiry and cannot be redeemed after that date. Coupon is a versatile
tool and can be used to accomplish many different sales promotion objectives.
• Contests: Contest offers are made to consumers to participate in contests and win cash
prizes, holiday tours or goods. Under such sales promotion schemes, consumers are

requested to submit the evidence of their purchases either in the form of cash memos,
wrappers, and box tops along with entry forms. Similarly contest calls are also made
without any such conditions. Sometimes participants are asked to answer some puzzles
or write a slogan about the product. Contests calls are also received by telephones, fax
or emails. All such contests generate considerable interest amongst the consumers and
ultimately lead to increased demand of the product.
• Sweepstakes: Sweepstakes are adopted to increase the demand of a product by creating
consumer interest. It is some sort of a lottery. In this device, consumers are provided with
coupons containing serial numbers. They are asked to fill up such coupons. All the
coupons received from the consumers are collected, lots are drawn among them and the
winners are selected for prizes both in cash and kind.
• Games: A game offers something to consumers such as missing numbers or letters to
complete a certain numbered digit or product or brand. A consumer, who does it within
the promotion period, wins the prize.
• Money return offer: Under this promotional scheme, the consumers are provided with
the option of money back, if they are not satisfied with the product.
• Exchange or buy-back offer: Some consumer durables, once bought are not replaced for
a very long time in India. To encourage such consumers to replace their old products with
a new one, companies or their authorized dealers offer buyback or exchange offers. The
manufacturer or the dealer pays some reasonable amount for the old product and sells
a new one.
• Point-of-purchase displays: In-store presentations and exhibitions of products along with
relevant informa on fall under this category. The message is clearly displayed ―come
and get it, we have it‖. There is a saying in Hindi‖ Jo Dikhta hai who Bikta hai‖ (Whatever
is displayed, gets sold). Producers often supply such displays to retailers. Retailers like to
use POP materials, if they are attractive, informative and capable of having impact.
Effective displays stimulate customer interests, increase store-traffic and often
encourage unplanned purchases.
• Demonstration: This is one of the important sales promotion devices most frequently
used by the sellers of products and services. Through demonstration, the potential buyers
are provided with the experience of the benefits and utilities of products and services.

Such demonstrations are undertaken at the time of the distribution of the samples or
without the same.
• Buy more save more: This kind of deal entices the customer to buy more of your stock,
so it is a kind of a win, win. There will be plenty of potential customers visiting your store
that want to buy, but feel guilty because of the price. Giving them a discount if they spend
more, may just give them a little shove in the right direction. You don‘t have to offer a
huge discount, but make sure it‘s attractive enough to convert visitors.
• Flash Sale: A flash sale is basically an offer that only lasts for a limited time and it‘s a great
way to create a sense of urgency for the customer to buy. Many retailers are now
adopting this strategy as a way to sell more products and get rid of surplus stock.
• Loyalty cards: Loyalty cards have recently become an important form of sales promotion.
They encourage the customer to return to the retailer by giving them discounts based on
the spending from a previous visit. Loyalty cards can offset the discounts they offer by
making more sales and persuading the customer to come back.
• Tie-in-Promotions: Under this scheme two or more brands or companies team up on
coupons, refunds and contests to increase pulling power.
• Cross-promotions: Under this scheme, company uses one brand to advertise another
non-competing brand.
• Loss leader strategy: A loss leader pricing strategy is a common term in marketing which
refers to an aggressive pricing strategy in which a store prices its goods below cost to
stimulate sales of other profitable goods. In such a pricing strategy, a business is selling
its goods at a loss to lure customer‘s traffic away from competitors. It aims towards
stimulating other sales of more profitable goods.
2. TRADE PROMOTIONS / DEALERS’ SALES PROMOTIONS:

Trade promotions are directed at the resellers (Distributors, wholesalers and the retailers).
Trade sales promo ons are part of ―Push‖ strategy of producers. The objec ves of trade sales
promotions are different from consumer‘s sales promotions. Producers realize the importance
of retailers support. They are in the final contact in distribution chain and can influence
customers in more ways. Consumers sometimes seek retailer‘s suggestions before making a
purchase and retailers in many cases can influence the product choice. In fact dealers act as a
vital link between the producer and the ultimate consumer. Therefore a number of sales
promotion devices are adopted by

the
manufacturer to motivate the dealers from time to time. Following are some of the important dealer‘s
aid for sales promotions.
• Trade allowance: The purpose of trade allowance is to offer financial incentives to resellers in
order to motivate them to make a purchase. A trade allowance can be offered in a variety ways.
• Buying allowance: A producer pays a reseller some fixed amount or money or discount for
purchasing a certain minimum quantity of product within the specified period of time. The
payment may be given in the form of a cheque from the producer or the discounted invoice. This
sales promotion tool is frequently used for launching new products as well as disposing off old
ones.
• Free goods: Reseller is required to buy a certain number of product cases and for each case
purchased, a certain amount of free quantity of the same product is offered. For example, the
offer might be, ―one pack containing one dozen of product free on purchase of 12 packs. ― Thus
the middlemen get some goods free of cost. This method of sales promotion can be quite effective
to counter competition.
• Buy-back allowance: The buy-back allowance is paid at the first purchase of the goods by the
dealers. The dealer may utilize the allowance of first purchase at the time of second purchase and
the allowance of the second purchase at the third purchase and so on. Thus buy-back allowance
becomes a continuous process and provides momentum to the selling activities by the dealers.
• Advertising Allowance: The manufacturer pays the dealer or retailer a certain amount of agreed
upon money to advertise the producer‘s products. This amount can be fixed rupee amount or a
percentage of gross purchase during a specified time period.
• Display allowance: This is a direct payment of money or free goods to the retailers for each item
purchased, if the party agrees to setup a POP display, or running instore promotional program as
specified by the marketer. The marketer requires the retailer to sign an agreement specifying the
activity to be performed before the allowance is given.
• Contests and incentives: Manufacturers sometimes use trade contests and special incentives to
stimulate greater support and selling effort from dealers and salespeople and achieve the sales
targets and other objectives. The prizes might include items such as TV, Stereo and a trip to exotic
places etc. Sometimes these contests and incentives are offered to salespeople of the distributors,
dealers, wholesalers or retailers. These rewards involve cash payment to sales people to specially
sell the producer‘s products. This type of cash payment is called push money or SPIFF/SPIF i.e.
Sales Promotion incentives fund formula / Sales promotion incentives fund.

• Co-operative advertising: When a producer agrees to pay advertising allowance to the dealer for
the product purchased, it is known as co-operative advertising. Usually a long contract is made
between the manufacturer and the retailer whereby the manufacturer agrees to pay an
advertising allowance. Such advertising allowance stimulates dealers to purchase more and more
goods. The deal is usually based on product quantity purchased. The dealer must show proof that
the Ads were released then only the payment is made. Most of these ads appear in the
newspapers.
• Sales contests: In this sales promotion device, the dealers are invited to participate in sales
contests which are specially conducted for them. The main aim of conducting such sales contests
among dealers is to induce the dealers to increase sales at their level. Cash allowance, free
products supply, gifts and incentives of different kinds are offered o dealers through such sales
promotion programs.
• Free foreign tours: Wholesalers and retailers who are able to achieve a specific volume of sales
within a stipulated period are offered free foreign tours as an incentive. Such offer motivates
dealers to sell the product aggressively.
• Training program: Manufacturers impart training about their own brands to the sales staff of the
wholesalers or the retailers at their (wholesaler‘s or retailer‘s) locations.
3. SALES FORCE PROMOTIONS:

Like consumers and dealers sales promotion, sales force promotion also attempts to increase the sales
by boosting the performance of the sales force through various promotional schemes. The important
tools of sales force promotion are:
• Bonus: Bonus is the most popular form of incentive offered to the sales force that is able to sell in
excess of their allotted quota. Such bonus is thus considered as an independent for the sales force
to work hard.
• Sales force contests: Sales force contest is another form of sales forces promotion which
stimulates the efforts of the salesmen. The sales promotion department usually arranges such
contests to increase the efforts and energies of the sales force.
• Sales conventions and conferences: Sales conventions and conferences are also arranged for the
purpose of educating and inspiring the sales force. In such conventions and conferences, the sales
force is provided training and guidance about new techniques and latest methods of selling
products and services.
4. INTERNET PROMOTIONS:

The
number of companies using Internet promotions is increasing. America online frequently conducts prize
promotions to attract users to its advertisers‘ area. In India some internet promotion sites are
Hungama.com and contest2win.com, where business companies such as Pepsi, Cadbury, Sony and Levis
frequently run online contests and offers exciting prizes.
ADVANTAGES OF SALES PROMOTION

1. Creating new leads: Sales promotions increase customer acquisition by offering them discounts,
free products, free trials, and more. Many potential buyers are willing to try something for a lesser
price, and if they like the product they become part of your company‘s loyal base.
2. Introducing a new product: Even extremely successful companies need a little help launching a
new product. New customers may need incentives to buy, and long-term customers may be
committed to their usual products. Providing a discount or promotion on a new product is a great
way to create product awareness without doing a sales presentation.
3. Selling out overstock: No one wants to be in this position, but overstocking happens. When it
does, a sales promotion can be a useful tool to get rid of inventory while attracting new customers
who may not have the overstocked product yet. It‘s worth noting that there is a line in terms of
selling overstock and it‘s easy to step over into unethical selling.
4. Rewarding current customers: Sales success doesn‘t stop at the first purchase. Nurturing
customers over time is essential to keeping brand credibility and loyalty high. Sales promotions
are an easy way to provide loyal customers with a discount, voucher, or free product that will
continue to keep them engaged with your brand.
5. Increasing last-minute revenue: Many companies use sales promotions towards the end of a
month or quarter to meet revenue or inventory goals. While not a bad strategy, it‘s best to use
this one sparingly so that customers don‘t get into the habit of waiting for an expected sale.
DISADVANTAGES OF SALES PROMOTION

1. Sales promotions can devalue your brand: While it may not be the case for your company, there
is a general assumption in the consumer market that if a brand goes on sale, it‘s because they are
having trouble selling that product—it‘s why we all wait for the day after Valentine‘s Day to buy
discounted chocolate.

While promoting a single product in your line might not make a lasting impression, a sales
promotion that covers your entire brand might lead customers to think your business is on its
last legs.
2. Sales promotions can make it complicated to sell your product back at its original price point:
Depending on how long your promotion runs, you may attract customers who never paid full price
for your product. These customers may then be turned off when you return to full price at the end
of a promotion.
It‘s important, therefore, to set strict promotional timelines and leave space in between
promotions to make sure your original price is the most consistent one.
SALES PROMOTION STRATEGIES
As we‘ve seen, sales promotions come in a large variety and can be used as a sales strategy at any point
during the sales process. It‘s important, therefore, to be aware of best practices, activities, and
techniques that will ensure your promotions are successful.
THERE ARE THREE PRIMARY STRATEGIES FOR SALES

PROMOTIONS:
• Pull strategy: The pull strategy tries to get the customer to ‗pull‘ the product away from the
company, usually in the form of a discount, BOGO, or another special.
This is the most commonly used strategy across the board for all businesses.
• Push strategy: The push strategy tries to ‗push‘ the products away from the company towards
the customer, usually through B2B sales. Parent companies will reward distributors and retailers
for taking additional products off their hands and selling them to the consumers.
• Hybrid strategy: As its name suggests, the hybrid strategy is a combination of the push and pull
strategy in which the company will use a push strategy to move products, and then a pull strategy
to encourage purchasing from retailers.
SALES PROMOTION TECHNIQUES

• Know your audience: Are you catering to new customers or existing customers? Are you looking
to promote a new product or increase sales on an existing product? These questions will help you
choose which sales promotion is best for your company at that time.

• Emphasize scarcity and/or urgency: Your sales promotion should always be short-term, but it‘s
important to emphasize why. Customers will be more motivated to buy if there‘s a risk of running
out of time or running out of product.
• Align your sales promotion with your company: Consistency is always key in every aspect of
sales, and it‘s no different with a sales promotion. If you specialize in long-term products, such as
electronics, then it doesn‘t make sense to offer customers a subscription package when they‘re
only going to purchase new products every few years.
SALES PROMOTION ACTIVITIES

• Run promotions in alignment with key dates for your market: Use your annual sales analytics
to know when your customers are most likely to buy and schedule your promotions around them.
Michael‘s Craft Store is a great example of this. They excel at marketing holiday sales promotions
on themed decorative items towards the beginning and end of each holiday season.
• Reward your customers with a loyalty program: A loyalty program is a simple way to tell your
customers you care and it can be formatted in almost any way.
Even if you‘re not in a position to give discounts, you can use a loyalty program to give
customers a heads up regarding sales, new products, and company milestones.
SALES PROMOTION TO ATTRACT NEW LEADS AND BUSINESS.
Email marketing
Email marketing should play a key role in your sales promotions, especially if you're targeting existing
customers. Unlike social media promotion, there is no guesswork regarding algorithms, ads, or other
factors that can impact your reach.
In fact, eMarketer found that 90.9% of internet users use email and that many of them prefer to receive
brand communication via that channel. By tweaking your email subject line, you can work to increase
open rates and reach more potential leads.
In addition, tools like segmentation can help accelerate the buyer journey by creating personalized
messaging that reflects your customer‘s interests, needs and past purchasing decisions.
Facebook and Instagram marketing
Facebook and Instagram marketing are powerful digital sales promotion tools because you can reach
people across the globe as well as get very specific on who you‘d like to target.

These social media platforms are also flexible on the type of ads you can create within your specified
marketing budget. Even if people ultimately don‘t purchase, you can still track and measure other
metrics such as new leads, impressions and referral traffic—all key data for your sales team to leverage
in their lead generation efforts.
SMS messaging
Similar to email marketing, SMS messaging is guaranteed to reach your audience because it‘s a direct
communication channel, rather than an indirect channel such as a social media post or website banner.
SMS messaging is best used for instant updates, flash sales and time-sensitive deals that you want in
front of your customer‘s faces quickly.
Events, trade shows and conferences
Large networking events create great opportunities to connect with a number of qualified prospects.
Even during COVID-19, some in-person events are still running, alongside a plethora of virtual events.
Here‘s a list of the top events you should know about for your sales calendar in 2021.
By running a virtual conference, leading a training, or hosting a workshop, you can both generate leads
and offer a sales promotion as thanks for their attendance.
TIPS OF EFFECTIVE SALES PROMOTION

Set well-defined sales promotion goals
As mentioned at the outset of this guide, sales promotions can work to achieve more outcomes than
simply increasing sales and revenue. While planning your sales promotion, consider what additional
goals you have. Here are some ideas to consider:
• Attract new leads and customers

• Separate hot leads from cold leads
• Nurture prospects through the sales pipeline
• Increase purchase frequency
• Generate business during slower periods, seasons, or times of day
• Increase average purchase amount
• Hit team-wide goals in a specific time frame
TARGET AUDIENCE
Offer practical value

Think carefully about how to craft your sales promotion so that it adds tangible value to
your clients. Running sales promotions that don‘t offer a clear benefit to your customers
will not only fail but may actually damage your reputation. As you design your sales
promotion, place the highest value on a positive customer experience and be sure that it
aligns with your business‘s ethical culture and values.
Review, test and improve
Once you run your sales promotion, take time to measure your results before running
another one. Try to schedule your analysis during a time that works well for your sales
cycle. Once you compare your campaign to the goals you set earlier, decide what you‘d
like to tweak, change and improve for your next run.
Create a sense of scarcity or urgency
Sales promotions work because your audience knows they won‘t last forever. By

highlighting when the special offer will no longer be available, you can create a fear-
ofmissing-out feeling that hastens purchasing decisions.
Referral programs
A referral program helps reward people who send business your way. A recent report from
Kantar Media showed that 93% of respondents trust friends and family recommendations
more than they trust advertising (a mere 38%). Therefore, having a referral program is a great
way to take advantage of the word-of-mouth conversationsalready happening.
SEA, College of science commerce and arts, KR puram Page 16

CHAPTER – 2
REVIEW OF LITERATURE
REVIEW OF LITERATURE
Vecchio, Del, Devon et.al. (2021) ' report the results of the study, which examined the effect of
sales promotion on brand preference through Meta analysis. Results of 51 studies had been
integrated. As per the study sales promotions do not affect post promotion brand preferences
in general. But depending upon characteristics of sales promotion and the promoted product,
promotion can either increase or decrease preference for a brand.
Ndubisi, Oly, Nelson and Moi, Tung, Chiew (2010) in their study evaluated the impact of sales
promotional tools, namely coupon, price discount, free sample, bonus pack, and instore display,
on product trial and repurchase behaviour of consumers. The moderation role of fear of losing
face on the relationship between the sales promotional tools and product trial was also
examined. The results of study show that price discounts, fiee samples, bonus packs, and in-
store display are associated with product trial. Coupon does not have any significant effect on
product trial. Trial determines repurchase behaviour and also mediates in the relationship
between sales promotions and repurchase. Fear of losing face significantly moderates the
relationship between in-store display and product trial.
Kumar, V. and Swaminathan, Srinivasan (2020) ' studied the impact of coupons on brand sale
and how that impact decays over the life of the coupon. The authors use an econometric model
to demonstrate the coupon effect in terms of equivalent price reduction, account for coupon
effect over time, allow inference of coupon effects when retailers decide to double or triple the
coupon value and provide both self-coupon and cross-coupon elasticities at different levels of
aggregation. Results indicate that the effect of doubling the face value of coupon result in more
than a proportionate increase in elasticity and both self and cross- coupon elasticities are much
smaller in magnitude than the average selfcross price elasticity.
Laroche, Michel et.al. (2020) ' studied the effect of coupons on consumer's brand categorisation
and choice process using fast-food restaurants in China. Results suggest that there are both
direct and crossadvertising effects i.e., the presence of a coupon for a focal brand has an impact
on consumer's attitudes and intentions towards that brand.
Lewis, Michel (2019) developed an approach for simultaneous measurement of the influence of
a dynamic loyalty programme and more traditional short- term promotions. They argue that the
loyalty programmes under examination successfblly alter behavior and increase retention rates.
Email based coupons, shipping fee and general price levels all significantly affect customers
purchase decisions.
Anderson, T. Eric and Simester LDuncan (2019) investigated how the depth of a current price
promotion affect future purchasing of first time and established customers based on three large

scale field experiments on durable goods sold through a direct male catalogue. The findings
reveal different effect for first-time and established customers. Deeper price discounts in the
current period increased future purchases by the first time customers (a positive long-run
effect) but reduced future purchases by established customers (a negative long- run effect).
Dawes, John (2019) reported the result of his study on the effect of a massively successfbl price
promotion in a consumer goods category. Specifically, he sought to determine if this large price
promotion had any long-term impact on brand value; shortterm impact on total category
volume for the retailer; short-term effect on competing retailers; and long-term effect on
category sales for the retailer who runs the promotion. Results of the study showed that a very
successfbl promotion did not have any longerterm effect on the brand (positive or negative),
but it did expand the total category for the retailer, though temporarily. Sales dropped slightly
for one competing retailer at the time of promotion out of the three units studied. It was
observed that the promotion was followed by a decline in the total category volume for the
retailer, suggesting some degree of purchase acceleration or stockpiling by consumers, Longer-
term negative effect on category cancelled out approximately two third of the gain of the price
promotion to the retailer.
Bhakat & Muruganantham, 2019, unplanned purchase is purchase experiencing sudden

impulse, powerful, and irresistible to buy a product without pre-shopping intention formed
before entering the store.
Banerjee, S. and Saha, 2021, state unplanned purchase is defined as something that is out of
plan, a place where purchase decision made as triggered by a stimulus. The stimulus given
through sensory marketing or touching product, based on clear and visible information about
special offers. This will help consumers to remember what they need. Impulsive purchase
usually occurs within a short time because the purchasing decisions that are usually not
balanced with considerations as well as information and alternatives selection
According to Mowen & Minor, 2020, states that unplanned purchases is the act of buying
anything without any trouble feeling before or intention to make purchase decision before
entering the store.
keller Kotler, 2019, that factors influencing unplanned purchases are sales promotion. A
research discovered that there are five factors making up unplanned purchase such as store
atmosphere, shopping lifestyle, reference group, brand trust and motivation shopping hedonist.
Behind of many factors, this study just focuses on four dominant factors of unplanned
purchases as sales promotion, lifestyle shopping, store atmosphere, and hedonic shopping
motivation.
Phillip Kotler & Amstrong, 2019, say that sales promotion consists of short-term incentives to
encourage purchase or sales of products or service. This definition explains that sales
promotion relating to short-term incentives to encourage purchase or sale of a product or
service. These incentives associated with reward, whether it relates to refund in the form of
discounts, collateral or may include product samples and the others.

Grewal & Levy, 2018, give a sense of sales promotion as a special incentive or interesting
programs that encourage consumers to make purchases of products and certain services. Sales
promotion is a persuasive action directly offering incentives or more value for product of sales
force, distributors or consumers with primary objective of generating sales immediately.
Cobb & Hoyer, 2017, defines shopping lifestyle behavior as indicated by buyer in connection
with a series of comments and personal opinions about purchase of lifestyle products from time
to time and it has become most popular for customers. As a result people are willing to sacrifice
anything in order to follow lifestyle and tend to lead on impulse buying. The development of
lifestyle continues shopping activity as medium to satisfy customers‘ need. One of reasons is
shopping lifestyle, when consumers go to the mall and see good stuffs, although unplanned
purchase, consumers will definitely buy goods which is usually called impulse buying.
Consumers will be willing to sacrifice something in order to meet the lifestyle and it will tend to
lead to impulse buying behavior.
Kotler, Phillip, & Keller, 2016). Atmosphere store affects emotional state buyers that cause or
influence making purchase. The emotional state will create two dominant feelings that evoke
feelings of pleasure and desire. According (Buedincho, 2003) that atmosphere of store is one of
external factors that can affect a person's impulse buying behavior.
Utami, 2016, that defines motivation hedonic shopping is that shopping to get pleasure of
senses, contentment, an excitement and feeling so that Shopping is something interesting.
Shopping Motivation can be defined as driver behaviors that bring consumer to internal market
in order to satisfy their needs.
Kosyu, Hidayat, & Abdillah, 2015, hedonic motives will be created by store while touring choose
products based on taste. When shopping, someone will have positive emotion to buy the
product without prior planning. Motivation is hedonic shopping where consumers who have
high emotional arousal usually feeling frequent experience of hedonic shopping.
Lumintang & Fenny Felicia, 2014, finds that hedonic shopping motivations significant effect on
impulsive purchases, where the higher motivation of consumers who buy at shop with hedonic
impulsive behavior happening. This is because when someone make shopping hedonist, then
consumers would not consider a benefit of product so to increase likelihood of impulse
purchases.
Paramita, 2015, also shows that the higher motivation hedonic owned by the customer in the
shop in order to get pleasure, then the behavior of impulse purchases will occur so that
consumers are more likely to engage in unplanned purchases when motivated by
encouragement hedonic such as pleasure. (Chusniasari & Prijati, 2015)finds that hedonic
shopping motivations give significant impact on unplanned purchase. Research (Asnawati & Sri,
2018) also find hedonic shopping motivations significant impact on unplanned purchase.

CHAPTER – 3
RESEARCH DESIGN
TITLE OF THE STUDY
A STUDY ON SALES PROMOTIONAL STRATEGIES TOWARDS TVS

MOTORS AT CHINTAMANI
STATEMENT OF THE PROBLEM
At present in this focused business world the fight showrooms has more brands in the front
line confronting hardened rivalry in each fragment's focused on. Indeed, even fight is
likewise confronting hardened rivalry even its 5 years of mores.
The primary target of each business is to make benefit and give benefit. TVS Motors has
dependably been in an imaginative procedure to fulfill the necessities of the clients.
However, because of the expansion of rivalry in all items made the review important.
SCOPE OF THE STUDY
The study covers that the company is going to improve the present products. The marketing
department has a challenging task to attract the customers towards their product by
consumer thoughts through the survey. And analyzing the promotional strategies. The
study covers about sales promotional strategies and its meaning definitions, importance
and types. The study is limited to Chintamani TVS Motors only.
OBJECTIVES OF THE STUDY
 To know the overview of the company and its product profile.
 To ascertain the awareness of customers towards TVS Motors.
 To know the various promotional strategies for TVS Motors.
 To find out the potential customers reaction to the product promotional strategies.

 To give pragmatic suggestions for the product sales promotional strategies.
RESEARCH METHODOLOGY
Research methodology is defined as a sequential process involving several clearly defined

steps involving in order to provide information to guide a decision variations and
suggested for different situations, but there is much similarity among the sequence
proposed. Some steps are beginning out of sequence, some are carried out simultaneously,
and some may be omitted despite of these variations, the idea of a sequence is useful for
developing a project and for orderly as it unfolds.
SAMPLE DESIGN
A sample design is a definite plan for obtaining an overall analysis from as given
population. The sample design is formulated in Chintamani only.
SAMPLE UNIT
A decision has to be taken concerning a sampling unit before selecting a sample. Sampling
unit may be a geographical state, district, village or individuals.
The sample used for the study is respondents situated in Chintamani only. Prepared
questionnaires were administered to consumers and answers were collected.
SAMPLE SIZE
The sample size for these study 100 respondents was used for the survey and ascertains
conclusions.
TOOLS FOR DATA COLLECTION
For the present study, data has been collected from two sources namely.
 Primary data
 Secondary data

PRIMARY DATA
The primary data have been collected through structured questionnaire. The response will
be analyzed and evaluated to extract the required in formation.
SECONDARY DATA
Secondary data has been collected from the following sources.
 Personal meeting with officers of the company.
 Company records and reports.
 Information is also collected from website and broachers.
PLAN OF ANALYSIS
The data collected from the respondents was organized, processed and tabulated. The
tables thus obtained were analyzed with the help of percentages in order to interpret the
data and draw conclusions.
LIMITATIONS OF THE STUDY
 The study confines Chintamani Taluk only.
 The data furnished by the respondents were limited to the consumers’ attitudes,
perception, knowledge, feeling and awareness.
 Analysis of schedule is going to be based on the assumption that the

respondents give correct information.
 The study was time bounded.

CHAPTER SCHEME
CHAPTER-1 INTRODUCTION:
This chapter includes introduction to about the topic.
CHAPTER:-2 - REVIEW OF LITERATURE
This chapter includes the various literatures from various sources.
CHAPTER:-3 RESEARCH DESIGN:
The methodology of the study states the research design, source of the data, overview of
the report, objectives of the study and data analysis, limitations of the study and also layout
of chapters.
CHAPTER:-4 COMPANY PROFILE:
These chapters focus on a brief profile of organization, its structure and its history.
CHAPTER:-5 ANALYSIS AND INTERPRETATION:
In this chapter the data collected is compiled, processed and analyzed.
CHAPTER:-6FINDINGS, SUGGESTIONS AND CONCLUSION:
This chapter contains the summary of the findings and recommendations for the future
growth of the company.
ANNEXURE
BIBLIOGRAPHY

CHAPTER – 4
COMPANY PROFILE
TVS MOTOR COMPANY
TVS Motor Company is an Indian multinational motorcycle manufacturer head

quartered in Chennai, Tamil Nadu, India. It is the third largest motorcycle company in
India with a revenue of over ₹20,000 crore (US$2.5 billion) in 2021–22. The company has
an annual sales of three million units and an annual capacity of over four million vehicles.
TVS Motor Company is also the second largest two-wheeler exporter in India with exports
to over 60 countries.
TVS Motor Company Ltd (TVS Motor), a member of the TVS Group, is the largest
company of the group in terms of size and turnover.
TVS Motor Organization Private Constrained, that is a piece of TVS Gathering, fabricates
cruisers, motorcycles, mopeds and automobile rickshaws in India
HISTORY
TVS modified within employ upon through access regarding Thirukkurungudi Vengaram
Sundaram Iyengar. He started out along Madurai's preceding put administration in 1911
or hooked on T.V.Sundaram Iyengar and Children personal Constrained, an corporation
so much merged its delightful within the transport employer including a massive armada
of vans and transports under the name on Southern Roadways Restricted.
At the point whilst he passed away in 1955 his youngsters took the business enterprise
ahead with some raids inside the vehicle department, inclusive of account, safety,
production of motorcycles, tires and segments. The accumulating has figured out a way to
run 33 corporations that represent a consolidated turnover of just about $3 billion.
EARLY YEARS

Sundaram Clayton, at that factor the lead corporation, became set up in 1962 in a joint
attempt with Clayton Dewandre Possessions, Joined Realm. It made brakes, depletes,
blowers and one-of-a-kind different vehicle elements. The employer set up a plant at Hosur
in 1978 to produce mopeds as a main factor of some other division. A specialised
coordinated attempt with the Japanese automobile massive introduced approximately the
joint-journey India Suzuki personal Restricted in 1982 among Sundaram Clayton non-
public Ltd and Suzuki Engine Organization. Business advent of motorcycles started out in
1984.
SUZUKI RELATIONSHIP: TVS or Suzuki shared a multi 12 months worried

familiarity so became targeted regarding innovation ignore in accordance with reflect
structure yet assembling of bikes bluntly because the Indian marketplace. Rechristened
TVS-Suzuki, the organization drew oversea incomplete fashions, namely an example, the
Suzuki Samurai, Suzuki Shogun and Suzuki Fiero. Contrasts of sense at the joyful manner
in imitation of lead the stay a piece concerning adventure within the stop precipitated the
accomplices direction oversea on theirs absolutely personal path of 2001 along the
employer wight renamed TVS Engine, award over rights according to make makes use of
about the Suzuki call. There used to be too a multi month ban duration at some stage in as
Suzuki vowed no longer to pace in the Indian want along contending bikes. The employer
likewise were given over a time of labor misery that necessary Executive Venu Srinivasan
to take extreme measures to revive an organization that turned into in a situation of unrest.
He might proceed to place assets into new innovation, maintain in-house shape, and
execute Toyota-fashion great tasks.
LATER:
TVS likewise contends in the taluk segment. Throughout the years TVS Engine has turn
out to be the most important within the gathering, each regarding size and turnover, with
4 reducing facet producing plant life in Hosur, Mysore and Nalagarh among India and
Karawang into Indonesia. TVS Engine is credited with severa developments among the
Indian automobile industry, inserting amongst to them animal the gratuity regarding
India's preliminary -seater sulked, the TVS 50cc. The enterprise become the pioneer into
its type of sub a hundred cc mopeds, grudging sold 7 bags of devices. It also supplied the
TVS Scooty pep, to that amount is India's 2d biggest emblem within the scooterette phase.

The TVS Jive electric among November 2009 grew to become between India's first grip
uninterrupted bike situated on a stress - broad rider revel into even as the unisex motorcycle
TVS Wego is headquartered at town couples, which includes frame-stability innovation
for less complicated dealing with. On first June 2012, TVS Engines observed abroad a
dive of 5% into its every out deals because of May 2012. In July 2012, TVS Engines or
BMW Motorrad had been accounted because of after lie of talks because innovation
sharing. 0n eighth April 2013, BMW Motorrad and TVS Engine Organization consented
in imitation of a co-hobby affiliation along the assume according to beget and supply
cruisers within the section beneath 500cc.
In July 2013, TVS Engine stated designs in imitation of build a cruiser be brought mutually
drive into among Uganda and to acquaint two latter fashions go well with with the East
African situation. The current drive into is relied on according to get operational among
2014
TVS Engine Organization is the 0.33 largest motorbike creator among India or certain near
over the extremely good public into the world, including each and every yr turn concerning
extra than USD 1.Four billion outdoors over 2011-2012, yet is the chump employer over
the, USD 7.29 billion, TVS Gathering.
The commercial enterprise extends across car section fabricating, parts stream, assembling
of managed bikes, PC peripherals, money related administrations, contract producing
administrations and programming development.
TVS Engine Organization private Ltd (TVS Engines), individual from the TVS
accumulating, is the most important enterprise of the collection regarding length and
turnover.
TVS Gathering tiers across organisations like Car, Flying, Instruction, Hardware, Vitality,
Account, Lodging, Protection, Speculation, Coordinations, Administration and Materials.
Has greater than 90 Organizations below the umbrella.
A Vehicle for Everybody

TVS Engine right now produces a extensive scope of bikes. Take your pick from mopeds
to hustling propelled cruisers.
Cruisers (Apache Arrangement RTR, Phoenix 125, MAX4R, StaRcity Besides, Game)
Bikes (Jupiter, Wego, Scooty Streak, Scooty Kick +)
Mopeds (TVS XL Super, TVS XL Rock solid)
MILESTONES:
 1980 TVS Motor launched India’s first two–seater 50cc moped –– TVS 50.
 1984 The two–wheeler major became the first Indian company to introduce 100cc
Indo–Japanese motorcycles.
 1994 It launched India’s first indigenous scooterette –– TVS Scooty, a 100cc

model.
 1996–97 Introduced India’s first catalytic converter–enabled motorcycle, the

110cc Shogun. Launched India’s first 5– speed motorcycle, the Shaolin.
 2000 Launched TVS Fiero, India’s first 150cc, 4–stroke motorcycle.
 2001 Launched TVS Victor, 4–stroke 110cc motorcycle, India’s first fully
indigenously designed and manufactured motorcycle.
 2002 TVS becomes the world’s first two–wheeler company to win the world’s
most prestigious recognition in Total Quality Management – the Deming Award
2002. TVS wins the Technology Award from Ministry of Science, Government of
India for successful commercialization of indigenous technology.
 2004 Launched TVS Centra, a world class 4–stroke 100cc motorcycle with
revolutionary VT– I engine for best in class mileage. Launched TVS Star, a 100cc
motorcycle ideal for the rough terrain. TVS wins TPM Excellence award from
Japan Institute of Plant Maintenance (JIPM). TVS wins Outstanding design
Excellence Award for TVS Scooty Pep.

 2005– 06 TVS launches its Indonesian plant. Launched TVS Apache, which set
the youth’s imagination on fire. Apache went on to be the Bike of the year for 2006,
winning six prestigious awards.
 2007 TVS Motor Company rolls out seven new products. TVS launches its
Himachal Pradesh Plant at Nalagarh.
 2008– 09 Apache Refresh with Rear Disc Brakes was launched in December 2008.
TVS Motor company bags two coveted IT awards in September 2008 –– SAP
ACE 2008 Award and 2008 Symantec South Asia Visionary Award. Scooty Pep
was launched with balancing wheels in August 2008. Scooty Wimbledon
Collection launched in June 2008. Apache RTR FI was launched June 2008. TVS
Motor Company launched the revolutionary 125cc Flame in March 2008. TVS
made by its foray into the three–wheeler market with TVS King in March 2008.
 2009 TVS unveils ‘High performance’ with Apache RTR 180 in June 2009. TVS
scooty Streak was launched. TVS Flame SR 125 launched was June 2009.
BOARD OF DIRECTORS
K. Radhakrishnan - CEO
Venu Srinivasan - Chairman of the Board @ TVS ...
Director - Prince Asirvatham
Director - K. Bajpai
Director - C. Dua
Director - T. Kannan
Director @ TVS Credit Service...
Director - Sudarshan Venu
VISION, MISSION AND QUALITY POLICY
VISION

Driven with the aid of the purchaser
TVS Engine will be receptive to purchaser conditions consonant with its middle fitness
and advantage. TVS Engine will give all out patron loyalty through giving the patron an
appropriate item, at the precise price, at the right time.
The Industry Leader
TVS Engine could be one the various primary two motorcycle producers in India and one
most of the nice 5 bike makers in Asia.
MISSION
Organization is centered on being an exceedingly useful, socially reliable, and using
producer of high incentive for coins, ecologically agreeable, lifetime person transportation
gadgets underneath the TVS emblem, for customers overwhelmingly in Asian markets and
to provide delight and fulfillment to employees, dealers and carriers.
QUALITY POLICY
TVS Engine Organization Restricted is focused on accomplishing all out consumer loyalty
through greatness in TQC. We will consistently endeavor to give the client the best an
incentive for cash by providing quality item at the opportune time and at the correct cost.
PRODUCT PROFILE
DOMESTIC RANGE TWO WHEELERS
TVS Heavy Duty Super XL

TVS Apache RTR 160
TVS Apache RTR 180
TVS Jive
TVS Jupiter
TVS MAX4R

TVS Phoenix
TVS Scooty Pep Plus
TVS Scooty Streak
TVS Scooty Zest

TVS Star City
TVS Star City Plus
TVS Star Sport
TVS Wego
AREA OF OPERATION
LOCATION TYPE ADDRESS

REGISTERED OFFICE CHAITANYA NO 12 NUNGAMBAKKAM

KHADER NAWAZ KHAN ROAD
CHENNAI - INDIA
FAX - 91-044-28332113
FACTORY/PLANT POST BOX NO 4

HARITA
HOSUR - INDIA
FAX - N.A.
SALES JAI LAXMI ESTATE 5TH FLOOR

8 HADDOWS ROAD
CHENNAI - INDIA
FAX - N.A.
INFRASTRUCTURE & FACILITIES
The administration theory depends on five mainstays of TQM (All out Quality
Administration) - The executives Duty, Client Center, Quality Costs, Quality Frameworks
and Consistent Improvement - which lays on the establishment of All out Representative
Association Program, Day by day The board and Kaizen.
The All out Representative Association Program:
The All out Representative Association program guarantees that duty regarding the
organization's exhibition is the common obligation of workers at all levels. It furnishes the
workers with the chance to be engaged with advancement exercises and different upgrades,
well beyond their every day schedule.
Every day work the board:
Day by day work the board comprises of characterizing and observing key procedures,
guaranteeing that they meet set targets, identifying variations from the norm and

forestalling their repeat. TVS Engine energizes constant improvement in all parts of work,
utilizing Cross Practical Groups (CFT), Administrative Improvement Groups (SIT)
Quality Control Circles (QCC) and proposal plans
Shouldn't something be said about Kaizen?
The five columns start with strategy the board, which is utilized to show up at the yearly
advancement destinations. There are commonly not in excess of three organization targets,
showed up at after a nitty gritty exercise, which are sent and evaluated occasionally.
The organization leads a comprehensive scope of preparing programs, using both in-house
aptitudes and advisors from everywhere throughout the world. The projects are led for all
representatives, at all levels.
AWARDS AND ACHIEVEMENTS
2012 – CII–ITC Sustainability Awards 2012
• The Deming Prize – TVS Motor Company is the only two–wheeler company in the world
to be awarded the world's most prestigious and coveted recognition in Total Quality
Management.
• Technology Award 2002 from the Ministry of Science, Government of India for the
successful commercialization of indigenous technology for TVS Victor.
• Asian Network for Quality Award 2004 – TVS Scooty Pep won the prestigious
'Outstanding Design Excellence Award' from Business World and National Institute of
Design.
• Progressive Manufacturer 100 Award – TVS wins coveted 2009 Progressive

Manufacturer 100 Award for end–to–end automation of the entire business process of its
lubricant brand, TVS TRU4.
• TPM Excellence Award 2008 – First category by Japan Institute of Plant Maintenance
(JiPm). Most Investor friendly company by Business Today, one of India's leading
business
• The 'Good Advertising' award by Auto India Best Brand Awards 2009.
• SAP ACE AWARD 2007 – The company won the SAP ACE 2007 Award for Customer
Excellence in the Most Innovative Netweaver Category.
• TEAM TECH 2007 Award – TVS Motor Company bagged the TEAM TECH 2007
Award of Excellence for Integrated use of Computer Aided Engineering Technologies.
TVS MOTOR WINS INTERNATIONAL SUSTAINABILITY AWARD 2019:
Hosur (Tamil Nadu) [India], Mar 4 (ANI): TVS Motor Company said on Monday
to have recently bagged the 'Green Era Award for Sustainability' at Lisbon in
Portugal. The two-wheeler and three-wheeler manufacturer also won the 'Quality
and Business Excellence Award’ for its endeavour to create new benchmarks in
product quality.
The awards are based on the conclusion of the research team of Otherways
Management and Consulting in France. The companies chosen were ranked against
criteria such as investment attraction, high technologies, quality and staff for
professional and modern management methods. "Over the years, we have focused
on incorporating sustainable practices in the design and manufacturing process,"
said TVS Motor's Director and Chief Executive Officer K N Radhakrishnan.
COMPITITORS INFORMATION
1. Bajaj Auto Ltd

2. Hero MotoCorp Ltd
3. Piaggio Group company
4. Suzuki
5. Royal Enfield
SWOT ANALYSIS
STRENGTH
1. Tremendous logo value and one of the best player in the bikes Indian market.
2. Phenomenal Research and development and wide collection of objects in every element.
3. Phenomenal dispersion and incredible number of administration focuses.
Four. TVS Gathering has greater than 40,000 representatives and a consumer attain of
extra than 15 million.
5. Partner itself with big call logo ministers.
6. 'Scooty' as a emblem has grow to be a second name for the motorcycle rate element.
WEAKNESS
1. Absence within the advanced bicycle portion.
OPPORTUNITY
1.Two-wheeler fragment is one of the most growing ventures.
2.Export of bicycles is restricted as an example undiscovered standard markets.
THREATS
1. Solid competition from Indian just as regular manufacturers.
2. Reliance on authorities strategies and rising gasoline costs.
3. Better open vehicle will have an impact on bike offers.
FUTURE DEVELOPMENT AND OUTLINE
TVS Engine Organization has propelled the TVS NTORQ 125 Race Version in Sri Lanka.
The Race Version accompanies Mark Drove DRLs and Drove Headlamp. Also, it is
furnished with the Peril light which can be empowered by a red-shaded risk switch.

The energetic checkered banner designs alongside the 'Race Release' seal on the bike
highlights the TVS Hustling family. The bike arrives in an unbelievable three tone blend
of matte dark, metallic dark and metallic red shading.
TVS Engine Organization is a main two and three-wheeler maker, and is the leader
organization of the TVS Gathering.
The TVS Engine Organization stock appears to be Normal for long haul venture ... TVS
Engine Organization is a third biggest bike producing organization in India ... a few issues,
for example, precariousness, low interest and others, the future standpoint for the business
is sure.

CHAPTER – 5
DATA ANALYSIS AND INTERPRETATION
TABLE- 5.1
TABLE SHOWING THE GENDER
GENDER NO. OF Percentage

RESPONDENTS
Male 82 82
Female 18 18
Total 100 100
Analysis:
From the above tables shows that Among 100 respondents, 82% of male and 18% of
females.

CHART 5.1
CHART SHOWING THE GENDER WISE CLASSIFICATION OF

RESPONDENTS.
90 82
80
70
60
50
40 Series1
30
20 18
10
0
Male
Female
INTERPRETATION
From the above graph shows that Majority of respondents are Male compered to
females.

TABLE:5.2
TABLE SHOWING THE AGE WISE CLASSIFICATION OF RESPONDENTS.
AGE GROUP NO OF PERCENTAGE

RESPONDENTS %
Below 20 yrs 25 25
20 to 30 yrs 22 22
31 to 40 yrs 20 20
40 and above 33 33
Total 100 100 %
Analysis:
Out of 100 respondents 25 respondents belong to Below 20 age group, 22 respondents

belong to age group between 20 to 30 yrs, 20 respondents belongs to age group between
31 to 40 yrs, and 33 respondents belongs age group 40 and above.

CHART: 5.2
CHART SHOWING AGE WISE CLASSIFICATION OF RESPONDENTS.
PERCENTAGE %
35 33
30
25
25
22
20
20
PERCENTAGE %
15
10
0
Below 20 yrs 20 to 30 yrs 31 to 40 yrs 40 and above
Interpretation
From the above graph shows that Majority of respondents comes under the age group of
adulthood.

TABLE: 5.3
TABLE SHOWING MARTIAL STATUS WISE CLASSIFICATION OF

RESPONDENTS
MARTIAL STATUS NO OF PERCENTAGE

RESPONDENTS
Married 62 62
Unmarried 38 38
Total 100 100 %
Analysis :
From the above table shows that Among 100 respondents, married respondents are 62,
unmarried respondents are 38.

CHART:5.3
CHART SHOWING MARTIAL STATUS WISE CLASSICATION OF

RESPONDENTS.
Unmarried
38%
Married
Unmarried
Married
62%
Intepreation
From the above graph shows that Majority of respondents are married.

TABLE:5.4
TABLE SHOWING MONTHLY INCOME WISE CLASSIFICATION OF

RESPONDENTS.
Monthly Income No of Respondents Percentage
Below 20000 68 68
20000 to 30000 15 15
30000 to 40000 10 10
Above 40000 07 07
Total 100 100 %
Analysis:
Among 100 respondents, the monthly income of below 20000 is 68respondents, 15 are
between 20000 to 30000 categories, 10 are between 30000 to 40000 categories, and 07
are the income group of above 40000.

CHART: 5.4
CHART SHOWING THE MONTHLY INCOME WISE CLASSIFICATION

OF RESPONDENTS.
Above 40000
7%
30000 to 40000
10%
Below 20000
20000 to 20000 to 30000
30000
15% 30000 to 40000
Above 40000
Below 20000
68%
Intepretation
From the above graph shows that Majority of respondents are the monthly income group.

Table: - 5.5
How did you come to know about TVS motors?
Particulars Respondents Percentages
Relatives and friends 40 40%
Magazines and Newspaper 35 35%
Any others 25 25%
Total 100 100%
Analysis:-
The above table showing how did you come to know about TVS motors 40 % of
respondents know through relatives and friends 35 % of respondents know through
magazines 25 % of respondents know through any other source.

Chart :- 5.5
How did you come to know about TVS motors
percentages
40%
40% 35%
35%
30% 25%
25%
20% percentages
15%
10%
5%
0%
Relatives and Magazines and Any others
friends Newspaper
Interpretation:-
From the above graph shows that majority of respondents know through relatives and
friends about TVS motors.

Table :- 5.6
What do you think about pricing of TVS motors?
High 15 15%
Reasonable 75 75%
Low 10 10%
Total 100 100%
Analysis :-
The above table appearing about evaluating of TVS motors 15% of respondents
assessment is high 75% of respondents conclusion is sensible value 10 % of respondents
feeling is low cost in TVS motors.

Chart :- 5.6
What do you think about pricing of TVS motors?
percentages
75%
80%
70%
60%
50%
percentages
40%
30%
15%
20% 10%
10%
0%
High Reasonable Low
Interpretation :-
From the above graph shows that majority of respondents opinion is reasonable about
the price of TVS motors.

Table:- 5.7
Do you think advertisement is needed to promote TVS motors in the competitive

market
Yes 90 90%
No 10 10%
Total 100 100%
Analysis :-
The above table showing advertisement is need to promote TVS motors in the
comparative market 90 % of respondents opinion is yes and 10 % of respondents
opinion is no there is no need of advertisement to promote.

Chart :- 5.7
Do you think advertisement is needed to promote TVS motors in the competitive

market
percentages
90%
90%
80%
70%
60%
50% percentages
40%
30%
20% 10%
10%
0%
Yes No
Interpretation:-
From the above graph shows that majority of respondents opinion is yes there is a
need of advertisement to promote TVS motors in the competitive market.

Table :- 5.8
If yes what kind of advertisement will be more effective in your opinion
particulars Respondents percentages
TV ads 40 40%
Banners / Boarding 25 25%
Advertisement in newspaper 20 20%
Transit ads 15 15%
Total 100 100%
Analysis :-
The table showing what kind od advertisement will be more effective in your
opinion 40 % of respondent opinion is Tv ads 25 % of respondents opinion is
banners/ Boarding 20 % of respondents opinion is advertisement in newspaper 15
% of respondents opinion is transit ads.

Chart :- 5.8
If yes what kind of advertisement will be more effective in your opinion?
percentages
40%
40%
35%
30% 25%
25% 20%
20% 15%
15%
10%
5% percentages
0%
Interpretation :-
From the above graph shows that majority of respondents opinion is TV ads will be
more effective in your opinion.

Table :- 5.9
Are you satisfied with regard to quality and safety?
Yes 80 80%
No 20 20%
Total 100 100%
Analysis :-
The above table showing are satisfied with regard to quality and safety 80% of
respondents opinion is yes and 20 % of respondents opinion is no.

Chart :- 5.9
Are satisfied with regard to quality and safety
percentages
80%
80%
70%
60%
50%
percentages
40%
30% 20%
20%
10%
0%
Yes No
Interpretation :-
From the above graph shows that majority of respondents opinion is satisfied with
regard to quality and safety.

Table :- 5.10
How do you feel TVS motors are comparatively better than others brands
Price 20 20%
Brand image 30 30%
safety 15 15%
mileage 35 35%
Total 100 100%
Analysis :-
The above table showing how do you feel TVS motors are comparative better than
other brands 20% of respondents opinion is on price 30 % of respondents opinion is
brand image 15 % of respondents opinion is safety 35% of respondents opinion is
better in mileage.

Chart :- 5.10
How do you feel TVS motors are comparatively better than other brands?
percentages
35%
35%
30%
30%
25%
20%
20%
15% percentages
15%
10%
5%
0%
Price Brand image safety mileage
Interpretation:-
From the above graph shows that majority of respondents opinion is mileage is better
comparatively than other brand.

Table :- 5.11
What do you think about the performance of TVS motors?
Excellent 15 15%
Good 45 45%
Average 30 30%
Bad 10 10%
Total 100 100%
Analysis :-
The above table demonstrating what do you think about the execution of TVS motors
15% of respondents supposition is brilliant 45 % of respondents feeling is great 30 % of
respondents conclusion is normal 10 % of respondents sentiment is terrible.

Chart :- 5.11
What do you think about the performance of TVS motors?
percentages
45%
45%
40%
35% 30%
30%
25%
percentages
20% 15%
15% 10%
10%
5%
0%
Excellent Good Average Bad
Interpretation :-
From the above graph shows that most of respondents opinion is good in the performance
of TVS motors.

Table :- 5.12
What do you think about the mileage of TVS motors?
Excellent 25 25%
Good 45 45%
Average 25 25%
Bad 5 5%
Total 100 100%
Analysis :-
The above table showing what do you think about the mileage of TVS motors 25
% of respondent opinion is excellent 45% of respondents opinion is good 25 % of
respondents opinion is average 5 % of respondents opinion is bad.

Chart :- 5.12
What do you think about the mileage of TVS motors?
percentages
45%
45%
40%
35%
30% 25% 25%
25%
percentages
20%
15%
10% 5%
5%
0%
Interpretation:-
From the above graph shows that majority of respondents opinion is good in the mileage
of TVS motors.

Table :- 5.13
What is your opinion about the promotional activities of TVS motors?
Excellent 20 20%
Good 40 40%
Average 35 35%
Bad 5 5%
Total 100 100%
Analysis :-
The above table demonstrating what is your conclusion about special exercises of TVS
motors autos 20% of respondents supposition is phenomenal 40 % of respondents
assessment is great 35 % of respondents feeling is normal 5 % respondents sentiment is
terrible.

Chart :- 5.13
What is your opinion about the promotional activities of TVS motors?
percentages
40%
40% 35%
35%
30%
25% 20%
20% percentages
15%
10% 5%
5%
0%
Interpretation :-
From the above graph shows that majority of respondents opinion is about promotion
activities is good in TVS motors.

Table :- 5.14
Will the sales of promotion attracts brand switchers
Strongly agree 15 15%
Agree 45 45%
Neutral 30 30%
Disagree 10 10%
Total 100 100%
Analysis :-
The above table showing sales promotion attracts brand switchers 15% of
respondents strongly agree 45 % of respondents was agree 30 % of respondents
opinion was neutral 10 % of respondents opinion is disagree.

Chart :- 5.14
Will sales of promotion attracts brand switchers
percentages
45%
45%
40%
35% 30%
30%
25%
percentages
20% 15%
15% 10%
10%
5%
0%
Strongly agree Agree Neutral Disagree
Interpretation :-
From the above graph shows that majority of respondents opinion is about promotion
activities is good in TVS motors .

Table :-5.15
Do you feel that the introduction of more models with in the 2wheelrs segment
will improve sale of TVS Motors
YES 75 75%
NO 25 25%
Total 100 100%
Analysis :-
The table showing do you feel that the introduction of more models with in the 2wheelers
will upgrade offer of TVS motors 75 % of respondents appraisal is yes and 25 % of
respondents conclusion is no.

Chart :- 5.15
Do you feel that the introduction of more models with in the 2wheelrs segment
will improve sale of TVS Motors
percentages
75%
80%
70%
60%
50%
percentages
40%
25%
30%
20%
10%
0%
YES NO
Interpretation :-
From the above graph shows that greater part of respondents assessment is yes
presentation of more models within in the TVS segments will improve TVS Motors
sales.

Table :- 5.16
Which particular brand of TVS motors are you using currently?
TVS Star City 40 40%
TVS Star Sports 15 15%
TVS Victor 25 25%
TVS Pep+ 20 20%
Total 100 100%
Analysis :-
The table showing which particulars brand of TVS motors are you using currently
40 % of respondents was using TVS Star city, 15 % of respondents was using TVS
Star Sports, 25% of respondents was using TVS Victor and 20% of respondents was
using TVS Pep+.

Chart :- 5.16
Which particular brand of TVS motors are you using currently?
percentages
40%
40%
35%
30% 25%
25% 20%
20% percentages
15%
15%
10%
5%
0%
TVS Star City TVS Star Sports TVS Victor TVS Pep+
Interpretation :-
From the above graph shows that majority of respondents was using TVS Star City
of TVS 2 wheeler using currently.

Table :- 5.17
Why you are giving first preference to TVS motors
Good facilities 10 10%
Quality service 30 30%
Price 20 20%
Better mileage 40 40%
Total 100 100%
Analysis :-
The table showing why you are giving first preference to TVS motors while buying
10% of respondents opinion is good facilities 30 % of respondents preference is quality
service 20 % of respondents preference is price 40% of respondents preference is better
mileage.

Chart :-5.17
Why you are giving first preference to TVS motors
percentages
40%
40%
35% 30%
30%
25% 20%
20% percentages
15% 10%
10%
5%
0%
Good Quality Better mileage
facilities service Price
Interpretation :-
From the above graph shows that majority of respondents first preference is in TVS
motors when buying 2wheelers.

Table :- 5.18
Which promotional media is influencing you to buy TVS Motors?
Broad casting 20 20%
Product demonstration 35 35%
Word of mouth 30 30%
Publications 15 15%
Total 100 100%
Analysis :-
The above table showing which promotional media is influencing you to buy
20% of respondents opinion is broad casting 35 % of respondents opinion is product
demonstration 30 % of respondents opinion is word of mouth 15 % of respondent
opinion is publication .

Chart :- 5.18
Which promotional media is influencing you to buy TVS Motors?
percentages
35%
35%
30%
30%
25%
20%
20%
15% percentages
15%
10%
5%
0%
Broad casting Product Word of mouth Publications
demonstration
Interpretation :-
The majority of respondents opinion is product demonstration promotional media is

influencing to buy TVS Motors.

CHAPTER :- 6
FINDINGS SUGGESTION AND CONCLUSION
FINDINGS
 Most of respondents know through relatives and friends about TVS motors
 The majority of respondents opinion is reasonable about the price of TVS
motors .
 of respondents opinion is yes there is a need of advertisement to promote
TVS motors in the competitive market.
 Most of respondents opinion is tv ads will be more effective in your opinion.
 The majority of respondents opinion is satisfied with regard to quality and
safety.
 Majority of respondents opinion is mileage is better comparatively than
other brand .
 Most of respondents opinion is good in the pickup of TVS motors .
 The majority of respondents opinion is good in the mileage of TVS motors.
 Most of respondents opinion is about promotion activities is good in TVS
motors.
 Majority of respondents was using TVS star City of TVS motors using
currently.
 The majority of respondents first preference is in TVS motors when buying
.
 Most of respondents opinion is product demonstration promotional media is
influencing to buy .

SUGGESTIONS
In light of the examination and discoveries I could give the accompanying proposals
1. While doing overview respondents grumbled about TVS motors advertise that a
few times the cost. It is imperative to recognize the explanations behind this cause and
make essential move to forestall.
2. Better promote in nearby news papers, neighborhood link systems and furthermore
in state and also in national news paper.
3. It is ideal to specify a few focal points like nature of on the sheets.
4. Company must diminish the cost if entirety brands is exorbitant so middle class
and agricultural individuals are not found to buy such brands, organization will build its
turnover in every one of the zones.
5. Advertisement ought to be enhanced in the territory of Chintamani, clients are

seeking after additional. This will make a superior brand picture and enhance its piece
of the overall industry.

CONCLUSION
The promoting systems received by the extra market finishes a chain of administration.
The venture attempted is titled by "a review to deals advancement with unique reference
to TVS motors. The example size was 100 and the respondents were haphazardly chosen
from Chintamani. The greater part of the respondents are taught. To discover conclusion
of respondents organized poll was specifically circulated among the respondents to
gather data. The gathered data was broke down and translated. Suggestions: It is
suggested that distributors give the delivery in right time, The company as to provide
cooler to all the retailers, Necessary arrangements were to make to repair the coolers, To
increase the profit margin of retailers, which is in existence with TVS motors, Suggestion
is to give the promotional tools to retailers by the company as well as distributors.
The study helps to understand the various aspects of marketing to the researcher.
The study helps the company and TVS motors to understand whether the showroom are
satisfied or not. If not what are the main reasons for the dissatisfaction of show room
towards the distributers and what are the way of improving the sales promotion.

BIBLIOGRAPHY
Publishing
Sl. No. Title Author Edition
house
Himalaya
Marketing 13th
1. S.A.Sherlekar Publishing
management Revised
house
Himalaya
Research Dr. V.P.
2. 2003 Publishing
methodology Michael
house
Website
www.tvsmotors.com
www.google.com

ANNEXURE
1. Gender
a. Male
b. Female
2. Age group :
a) Below 20 years [ ] b) 20 to 30 years [ ]
c) 31 to 40 years [ ] d) 40 and above [ ]
3. Marital status
a. Married
b. Unmarried
4. Income group :
a) Less than Rs.20000 [ ] b) Rs.20000 – 30000 [ ]
c) Rs.30000 – 40000 [ ] d) Rs. 40000 & above [ ]
5. How did you come to know about TVS Motors?
a) Relatives and friends [ ]

b) Magazines and Newspaper [ ]
c) Any others [ ]
6. What do you think about pricing of TVS Motors?

SEA, College of science commerce and arts, KR puram
a) High [ ] b) Reasonable [ ]
c) Low [ ]
7. Do you think advertisement is needed to promote TVS Motors in the competitive market?
a) Yes [ ] b) No [ ]
8. If yes what kind of advertisement will be more effective in your opinion?

a) TV ads [ ]
b) Banners / Boarding [ ]
c) Advertisement in newspaper [ ]
d) Transit ads [ ]
9. Are satisfied with regard to quality and safety?

a) Yes [ ] b) No [ ]
10. How do you feel TVS Motors are comparatively better than others brands?
a) Price [ ] b) Brand image [ ]
c) safety [ ] d) mileage [ ]
11. What do you think about the performance of TVS Motors?

a) Good [ ] b) Bad [ ]
c) Average [ ] d) Excellent [ ]
12. What do you think about the mileage of TVS Motors?

a) Good [ ] b) Bad [ ]
c) Average [ ] d) Excellent [ ]
13. What is your opinion about the promotional activities of TVS Motors?
a) Excellent [ ] b) Average [ ]
c) Poor [ ] d) Good [ ]
14. The sales of promotion attracts brand switchers?
Strongly agree [ ]

Agree [ ]
Neutral [ ]
Disagree [ ]
15. Do you feel that the introduction of more models with in the 2wheelrs segment will improve
sale of TVS Motors?
Yes [ ] No [ ]
16. Which particular brand of TVS Motors are you using currently?
TVS Star City [ ] TVS Star Sports [ ]
TVS Victor [ ] TVS Pep+ [ ]
17. Why you are giving first preference to TVS Motors?

Good facilities [ ]
Quality service [ ]
Price [ ]
Better mileage [ ]
18. Which promotional media is influencing you to buy TVS Motors?

Broad casting [ ]
Product demonstration [ ]
Word of mouth [ ]
Publications [ ]

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APROJECTREPORTON

(Affiliated to Bangalore North University)

I hereby declared that “ A STUDY ON ANALYSIS OF SALES PROMOTION

Date: Reg.no- CM204506

This is to certify the dissertation titled – “ A STUDY ON ANALYSIS OF

SALES PROMOTION STRATERGIES IN TVS MOTORS AT CHINTAMANI”

award of the Master’ s Degree in Commerce of BENGALURU NORTH

university/institution for the fulfilment of the requirement of a course of

Frist and foremost I would like to extend my sincere thanks to

project and thank to the commerce faculty of SEA COLLEGE OF SCIENCE

My deep sense of gratitude and respect to my parents and friends for

Finally I wish to one and all, which has helped me directly or

Place: KEERTHI G.V

3 RESEARCH DESIGN 20-25

4 COMPANY PROFILE 26-37

5 DATA ANALYSIS AND

TABLE NO TITLE OF THE TABLE PAGE NO

5.1 Table showing the gender 38

5.2 Table showing the age wise classification of 40

5.7 Do you think advertisement is needed to promote TVS 50

5.10 How do you feel TVS motors are comparatively better 56

5.13 What is your opinion about the promotional 62

5.14 Will the sales of promotion attracts brand switchers 64

5.15 Do you feel that the introduction of more models with in 66

5.16 Which particular brand of TVS motors are you using 68

5.18 Which promotional media is influencing you to buy 72

GRAPH TITEL OF THE GRAPH PAGE NO

5.3 Chart showing martial status wise classication of 43

5.6 What do you think about pricing of TVS motors? 49

5.7 Do you think advertisement is needed to promote TVS 51

5.12 What do you think about the mileage of TVS 61

5.14 Will sales of promotion attracts brand switchers 65

5.15 Do you feel that the introduction of more models with in 67

5.16 Which particular brand of TVS motors are you 69

THEORETICAL BACKGROUND OF STUDY

―Marke ng consists of all ac vi es by which a company adopts itself to its environment,

―Marke ng is a total system of business ac vi es designed to plan, price, promote and

1. Contractual: The searching of buyers and sellers.

INTRODUCTION TO MARKETING SYSTEM

SEA College of science commerce & arts , K R Puram Page 1

MARKETING MIX THEY ARE AS FOLLOWS:

 The product management system to manage products from introduction to market

 Promotion system to co-ordinate all means of promotion to stimulate demand

 The system model (plan-inputs-processing-outputs-feedback-environment) placed

Sales promotion is an important instrument in marketing to lubricate the marketing efforts.

SEA College of science commerce & arts , K R Puram Page 2

SALES PROMOTION DEFINITION

OBJECTIVES OF SALES PROMOTION

 To gain additional market share or additional revenue.

 To expand the target market.

 To add extra value to the product and develop brand franchise.

 Encouragement for increasing frequency of product.

IMPORTANCE OF SALES PROMOTION

TYPES OF SALES PROMOTION

2. Trade Promotions / Dealers‘ Sales Promotions

SEA College of science commerce & arts , K R Puram Page 4

• Premiums: A premium (gift) is a reward given to the consumers for performing a