PROJECT REPORT

ON

“Marketing Research and product Promotion of TVS”

Department of Business Administration
Faculty of Commerce & Management
Integral University, Lucknow

Submitted In Partial Fulfillment of

Bachelor Of Business Administration (BBA)

Session 2017-18
Under the Guidance of: Submitted By:
Mr. Rakesh Kalra Faizan ullah Baig
(Territory manager) BBA-5thSemester
Lucknow

Acknowledgement
The successful accomplishment of this project work is the outcome of the
contribution of number of people, especially those who have given the time and
effort to share their thoughts and suggestions to improve the report. At the beginning,
I would like to pay my humble gratitude to the Almighty for giving me the ability to
work hard under pressure. However, the space involved does not allow us to mention
everybody individually. It gives me immense pleasure to thank a large number of
individuals for their cordial cooperation and encouragement who have contributed
directly or indirectly in preparing this project. This is a great pleasure for me to be
assigned under the guidance of Mr.Amit Kumar Goyel, Assistant Professor of
Integral University. I am very grateful to him for all his kind cooperation and
guidance in preparing this project paper. His valuable suggestions & guidelines
helped me a lot to prepare this report in a well-organized manner. Then, I would like
to give special thanks to Mr..Hari OM (HR Manager) TVS, for her close
supervision. And also I convey my gratitude to Mr.Rakesh Kalra for helping me by
providing guideline of working throughout my internship period. Without their
guidance and assistance, this report would not have seen the light of day. I would
also like to thank the authority of TVS cpmpany for giving me the opportunity to do
my internship in their office. The experience & knowledge gained in TVS helped me
to understand different aspects related to my study.Finally, I would like to thank all
those people who have shared their views about my work, provided me with
necessary information, criticized me, and congratulated me. This acknowledgment is
not enough to tell them how profound the impact of their opinion is on this report,
how indebted I am to them. I express my heartiest gratitude to all of them.

Content
S.N Topics
1 Introduction

2 History of the company

3 Company Profile
4. TVS (vision/mission)

5. Organisational
Structure(National,branch level)
6. Brief Profile of the company
7. Swot Analysis
8 Market Research
9 Product Promotion
10 Working Strategy
11 Data colleoction method
12 Research Methodology
13 Data and interpetation
14 Finding
15 Recommendation
16 Conclusion
17 Bibliography
 INTRODUCTION

 Automobile industry is one of most emerging and important

industry in India.

 presently India is the world’s second largest manufacturer

of two wheelers.

 Fifth largest manufacturer of commercial vehicles as well as

largest manufacturer of tractors.

 It is the fourth largest passenger car market in Asia as well

as a home to the largest motor cycle manufacturer.

 The sector has shown great advances

interms of development, spread, absorption of
newer

 Technologies and flexibility in the wake of changing business

scenario.

 The Indian automobile industry has been emerging as a

surprise sector of the economy. it is not only

 meeting the growing domestic demand, but also gradually

increasing its penetration in the international marke

HISTORY OF THE COMPANY

TVS motors company Ltd:-

Tvs motor is the biggest company under the brand of TVS group
which was been establishedin year 1911.
Tvs motors also stands at the third position in the manufacturing
of the two-wheelers in Indian market. TVS motors company was
been establish in year 1982 with the launch of its first product
i.e.TVS moped 50.TVS motor company with its continuous effort
has achieved different laurels in the course of time. Finally in the
year 2013 company has achieved various laurels in the present.
time company manufactures a wide range of two-wheelers
products of all segment. From moped to high end racing
motorcycles. TVS motor company not only deals and
manufactures two-wheeler products but also deals in three-
wheeler products, TVS motor company are the prominent player
of the rural market. their moped is the largest selling products in
the rural market. TVS motor company holds the largest share of
the moped.
In india TVS motor company has four manufacturing plants at
different location of the country and world wide. Their
manufacturing plants are situated:
 Hosur ,Tamilnadu
 Solan, himachal Pradesh
 Mysore, Karnataka
 Indonesia
In the year 1982 TVS motor company collaborated with
Japanese firm Suzuki and the company was known as TVS
Suzuki Ltd. With this collaboration TVS company ot the
technologies of the japan and they launched their largest
technology motorcycle samurai and shogun. In the year 2001
on September 27, TVS group and Suzuki motor corporation
 gotparted. After that TVS Suzuki ltd did not existed anymore
and the company was known as TVS motor company.

COMPANY PROFILE

 TVS motor is the biggest company under the brand of TVS

group which was established in year 1911.

 TVS motors also stands at the third position in the

manufacturing of the two-wheelers in Indian market.

 TVS motors company launch of the first product TVS moped

50.

 TVS motor company with its continuous effort has achieved

different laurels in the course of time. Finally in the year 2013
company has achieved various laurels .

 In the present time company manufactures a wide range of two-

wheelers products of all segment.

 TVS motor company not only deals and manufactures two-

wheeler products but also deals in three-wheeler products.

 TVS motor company has four manufacturing plants at different

location of the country and world wide.
  In the year 1982 TVS motor company collaborated with
Japanese firm Suzuki and the company was known as TVS
Suzuki Ltd.

After that TVS Suzuki Ltd did not existed anymore and the
company was known as TVS motor company

List of the Top Automobile companies in India ,2011 (figures in

crores):

ET500.ran Company turnover PAT MCRPC ASSETS

k R
7 Tata motor 123222.9 9273.6 56499.77 52209.4
Ltd 1 2 8
21 Mahindra 37026.37 3079.7 49945.17 36926.1
& 3 9
Mahindra
 Ltd.
19 Maruti 38140.69 2382.3 31475.63 147629
Suzuki 7
india Ltd.
41 Hero 19669.29 1927.9 40398.63 4447.22
motocorp
Ltd
46 Bajaj auto 17008.05 3454.8 46885.69 5154.69
Ltd 9
67 Ashok 11133.04 631.3 6653.15 6621.16
Leyland
Ltd
101 Sundaram 7419.41 64.63 529.23 2428.87
claytonLtd
110 TVS motor 6569.99 127.94 2985 1745.06
company
Ltd.
148 Eicher 5138. 243.12 4448.27 474.14
motor Ltd.

TVS MISSION:-

we are committed to being a highly profitable, socially

responsible.and leading manufacturer of high value or money,
environmentally friendly, lifetime personal transportation
products under the TVS brand, for customer prominently in Asian
market and to provide fulfillment and prosperity for employees,
dealers and suppliers.

TVS VISION:-

TVS –motor-driven by the customer:

TVS motor will be responsive to customer requirement consonant

with its core competence and profitability. TVS motor will provide
total customer satisfaction by giving the customer the right
product at the right price , at the right time.

TVS motor- the industry Leader :

TVS motor will be one among the top two-wheeler manufacturer
in india and one among the top five two-wheeler manufacturer in
Asia.

TVS- motor global overview:

TVS motor will have profitable operation overseas especially in
Asian market capitalizing on the expertise developed in the areas
of manufacturing, technology and marketing, the trust will be to
achieve a significant share for international business in the total
turnover.

TVS-motor- At cutting edge:

Tvs motor will hone and sustain its cutting edge of technology
constant benchmarking against international leaders,

TVS-motor- committed to total quality:-

TVS motor is committed to achieving a self reviewing
organization in perpetuity by adopting TQM as way of life, TVS-
motor believes in the important of the process. People and
projects will be evaluated both by their end results and the
process adopted.
TVS-motor – human factors:

TVS motor believes that people make an organization and that it

will being is dependent on the commitment and growth of its
people.there will be sustained effort through systematic training
and planning career growth to developed employees talented and
enhance job satisfaction TVS motor will create and enabling
ambience where the maximum self-actualization of every
employee is achieved.TVS motor will support and encourage the
process of self renewal in all its employees and nature their sense
of self worth.

TVS motor- responsible corporate citizen:

TVS motor firmly believes in the integration of safety. Health and
environmental aspect with all business activities and ensure
protection of employees and environment including development
of surrounding communities. TVS motor strives or long term
relationship of mutual trust and interdependence with its
customer, employees, dealers and suppliers.
ORGANISATION STRUCTURE
(NATIONAL LEVEL)
 ORGANISATION STRUCTURE
(BRANCH LEVEL)

SANJEEV SAXENA
(Authorised
manager)UP,UT

VISHAL VIKRAM
RAKESH KALRA
SINGH TRAINEE
(Territory manager
(Territory manager ABDUL KABEER
scooty segment)UPC
sales) UPC
 DETAIL OF THE PRODUCTS/SERVICES

Products/services/and process/facilities:

APACHE 180/160/ABS:

TVS has introduced its racing variant- apache RTR 180/160/ABS,

apache in the earlier stage was been launched in160cc segment
and with the time and the success of its previous variant, company
also introduced the variant in 180cc also and also it was been
launched with ABS features also, and also all the latest feature
also : digital speedometer,0-60 timer and other additional
features,with the competitive price with the other bikes of this
segment.

TVS STAR CITY:

TVS has launched his another bikes STAR CITY in 2007 .TVS has
launched this bikes with the replace new graphics at the fuel
tank . star city was been launched with new colour variant and
special feature of 12v mobile charger technology . star city has
110cc engine with the latest VTi technology for the better fuel
efficiency specially or the customer who required fuel efficient
bike with the powerful engine and better technology.

TVS JIVE:
TVS JIVE has launched india’s first gearless bike TVS jive, it is
the first Indian motorcycle without the clutch facility, it is a 4
speed transmission, with the T-matic technology . it has the
feature of gear indicator and it also has the space under the seat
for the storage of document or bottle.

TVS – SPORT:

TVS has launched TVS sport to expaind his offering in the

economy segment. This bike is specially for the customer who
required the compact style with the sleek body. TVS sport more or
less looks like star city.TVS has modified the rear portion of the
bike so it could look sleeker and attain elegant looks . TVS has
provided dual tone graphics and the sleeker designed fuel tank to
make the bike more attractive.it has the feature of the alloy
wheels broad tyres to give it more the sporty looks. This bike is
specially for those customer who required elegant looks and
efficient mileage.

TVS-PHOENIX:

TVS motor india has launched all-new 125cc commuter bike

christened as’phoenix 125’ the company unveiled the bike at ‘TVS
storm ahead’ it was clear that phoenix 125 has modern looks
featuring stylish fuel tank with huge stricker of ‘phoenix’ on it ,
this bikes is placed a notch above the TVS flame and will
complete with the likes of hero ignitor, bajaj discover 125 ST.
Yamaha SZ and Honda CBF stunner.

TVS-WEGO:
in the year , 2009. TVS also entered in the segment of the
ggearless scooter.TVS was a good player in the female variant
with its product scooty pep+and streak. But TVS wished to enter
into gearless scooter segment , to complete with the present
players i.e Honda active and Suzuki access etc. with various
different feature such as , body balance technology , full metal
body , led tail lamps easy stand etc . it has the best fuel efficient
in the gearless scooter segment , with the average of 62 kmpl.

TVS-STREAK:

TVS scooty streak was been launched ater the huge success of the
scooty pep+.TVS dtreak is hasthe same engine of the scooty pep+
with the various different features. Tvs streak is the scooter
specially for the females with the better features which make them
more comfortable in driving and maintaining the vehicle. Tvs
streak has led tail lamps, with more weight to make the vehicle
mmore comfortable driving . streak has easy stand ,multireflector
headlight,storing capacity of 16 litre space under the seat.

TVS-SCOOTY-PEP:
TVS is the first scooterette specially for female drivers. It was
been made light weighted so the female could make get comfort in
driving. It has all the features which are useful for female. This
was been launched in1994. TVS has various features such as light
weight, easy stand, storing capacity under the seat, mobile
charger, multy reflector head light, led type tail lamps, bag
hanger, 5 letre fuel tank and many more features which would
made this scooter more useful and comfortable.
TVS- JUPITER:

TVS Jupiter is powered by a next generation noise-free all-

aluminum, low friction engine that delivers an amazing mix of
power, superior acceleration and best in class fuel efficiency,the
metal bodied, tvs Jupiter is styled to enthuse the male consumer.
Tvs Jupiter delivers high performance ride quality and superior
right comfort making it a perfect sensible run about . tvs tvs
Jupiter offers tvs patented Econometer which guide riders in both,
Ecco mode, and power mode, the engine delivered best in class
ffuel economy when the rider is in Eco mode. This help the rider
to manage and achieve highest possible uel efficiency from tvs
Jupiter. Tvs Jupiter has many advanced features i.e front
telescopic suspension, external fuel tank, maximum wheel base
1275 mm, econometer largest front leg space, mobile charging
provision.

Competition Analysis:

Major competitor of the tvs motors are: Honda , Hero, Suzuki,

Yamaha, Mahindra

HONDA:

Honda motor company Ltd is a Japanese public multinational

corporation primary known as a manufacturer of automobiles
motorcycles and power equipment. Honda has been the world
largest motorcycle manufacturer since 1959. As well as the
world’s largest manufacturer of internal combustion engines
measured by volume, producing more than 14 million internal
combustion engines each year. Honda became the second largest
Japanese automobile manufacturer in 2001, Honda was the
eighth largest automobile manufacturer in the world behind
general motor, volkswagon group, Toyota, Hyundai motor group,
Nissan, ford, and PSA in 2011. Honda was the first Japanese
automobile manufacturer to release a dedicated luxury brands,
acura in 1986. Aside from their core automobile and motorcycle
business, the first complete motorcycle, with both the frame and
engine made by Honda, was the 1949 model D. the first Honda to
go by the name dream.

YAMAHA:

Yamaha motor company limited, is a Japanese manufacturer of

motorcycle products such as boats and outboards motor, and
other motorized products, the company established in 1955 upon
separation from Yamaha corporation , and headquatered in
shizuoka, japan, yamah motor conducts global development
production and marketing operation through 100 consolidated
subsidiaries as of 2012,
Led by genichi kawakami the company irst president, Yamaha
motor began production of its first product, the YA-1 in 1955. The
125cc motorcycle won the 3rd mount fujs ascent place in this
class, and launched a legacy by which the company continues to
pursue motor sports as a means to accelerate development ,
Yamaha motor’s current line up of products includes motorcycles,
scooter, electrically power assisted bicycles , boats , sail boats ,
personal watercraft , pools utility boats , finishing boats ,
outboards motor 4-wheel ATV recreation of- highway vehicles,
racing kart engine golf car multi purpose engine generators,
water pumps , etc.
HERO:

Hero motocorp Ltd. Formerly hero Honda, is an indain

motorcycle and scooter manufacturer based in new delhi. India
the company is the largest two-wheelers manufacturer in the
world. In india it has a market share of 46% share in two-wheeler
category. The 2006 forbes 200 most respected companies list has
hero Honda motors market at 108 on 31 march 2013. The market
capitalization of the was INR 308 billion (USD 5.66 billion).
Hero Honda started in 1984 as a joint venture between hero of
cycles india and Honda of japan. In 2010 when Honda decided to
move out of the joint venture, hero group bought the share held
by Honda, subsequently, in august 2011 the company was
renamed hero moto.corp with a new corporate identity,
In june 2012 hero moto corp approved a proposal to merge the
investment arms of its parent hero investment pvt. Ltd. Into a
automaker. The decision comes after 18 month of its split from
Honda motor. Hero is the brand name use by munjal brother for
their flagship company, hero cycles, ltd. During the 1980 the
company introduced motor cycles that were popular in india for
their fuel economy and low cost. A popular advertising compaign
based on the slogan’Fill it’ shut it, forget it’ that emphasised the
motorcycle fuel efficiency helped the company grow at double
digit pace since inception. In 2001, the economy became the
largest two- wheeler manufacturer company in india and
globally, it maintain global Industry leadership till date. The
technology in the bikes of hero motocorp (earlier hero Honda )
for most 26 year (1984-2010) has come from the Japanese
counterpart Honda.

Scooter:
It has three model in scooters:
 Pleasure
 Maestro
Duet

BAJAJ:
Bajaj Auto limited is an Indian two-wheelers and three- wheelers
manufacturing company. Bajaj auto manufacturer and sells motor
cycles. Scooter and auto rickshaws. Bajaj auto is a part of the
bajaj group. It was founded by jamnalal bajaj in rajasthan in the
1930. It is based in, pune, Mumbai , with plants in chakan (pune),
waluj (near Aurangabad ) and pantanger in uttarakhand. The
oldest plant at akurdi (pune) now houses the R&D centre.
Bajaj auto is the third largest manufacturer of motorcycles and
second largest in india. It is the world’s largest three wheelers
manufacturer on 31 march 2013. Its market capitalization was
INR 520 billion. Making it india 23rd largest publicly traded
company by market value , the factors global 2000 list for the
year 2012 ranked bajaj auto at 1,416.

Suzuki:

Suzuki motor corporation is a japanese multinational corporation

headquartered minami –ku, Hamamatsu , japan, which
specializes in manufacturing automobiles, four-wheels drive
vehicles motor cycles all terrain vehicles (ATVs) , outboard
marine engines , wheel chairs and variety of other small internal
combustion engines. In 2011 , Suzuki was thetennth biggest
automaker by production world’s wide. First Suzuki motor
vehicles were powered by a then – innovative , liquid- cooled four
stroke , four cylinder engine . it had a cost illuminum crankcase
and gear box and generated 13 horse power( 9.7kw) from a
displacement 800cc . by 1954 , Suzuki was producing 6000 motor
cycles per month and had officially changed its name to Suzuki
motor corporation Ltd. Suzuki created and even more successful
automobiles: 1955 suzuki suzulight . Suzuki show cased its
penchant for innovation from the beginning . the suzulight
included front – will independent suspension and rack – and –
pinion steering, which were not common on cars until there
decades later .

Two- wheeler industry :

The product offered by two-wheeler industry are as following:
 Motorcycles
 Scooter
 Scooterettes
 Mopeds

India is the second largest manufacturer of two-wheeler

products in the world. As india in the biggest manufacturer of
two-wheeler products, indain companies are also one of the
major players of two- wheeler products in the world. Hero
Honda motor and bajaj auto are the two leading companies in
the worlds. Which are from Indian origin.
Different companies of the worlds find huge potential in Indian
market, due to which foreign companies makes collaboration
with the Indian companies so that they could enter Indian
market. some of the foreign collaboration with Indian
companies are as following:
 Kawasaki collaboration with bajaj auto.
 Honda collaboration with hero motor corporation.
 Suzuki collaboration with TVS motors.

Japanese firm plays an important role in raising the two-

wheeler market as most of the foreign collaboration was
with Japanese firms. In the early 50,s inddian two wheeler
market was not having such potential but in mid, 80,s Indian
market was opened for the foreign firms to deal in india. Due
to which the products with new technologies, design, new
features, etc. was been introduced in Indian market,
Japanese firms were the most to collaborate with Indian
firms. As a result which ,these firms introduced Japanese
technologies , was been used which created the boost in the
mindset of the Indian customer and attracted more customer
to purchase two-wheeler products. At the later stage banks
also played an important role, as they started purchasing
vehicles loans for vehicles , due to which many middle
income group people started purchasing vehicles as they got
the opportunity to purchase the vehicles at easy payment
mode an at less interest rate. The discount offered on the
prices introduced by the companies also attracted many
middle and lower income people to purchase two wheeler.
The main factors that affected the two- wheeler industry in
Indian markets are as following :
 Loan facility to make ease in payment facility.
 Raise in standard of living of Indian consumer
 Mindset of indain consumer to own a personal transport
facility.
 Growth of the nation i.e better road facility.
 Brief profile of company imparting training

 Branch Head : Sanjeev Saxena (Authorised

manager)

 Vishal vikram singh : territory manager of sales

 industrial Guide : Rakesh Kalra

 Address : (1st floor, cyber Tower , TC-34/v-2, Vibhuti

khand,
Gomti nagar, lucknow, U.P) 226010

 Number of employees : 24

 contact No. : 0522-4918300 email:

ao.lucknow@tvsmotor.co.in

 Business information: it offers bike and scooty, selling, after

sales services providing , two wheelers loans , promoting the
products of TVS and market research.
 Role of automobile industry in india GDP:

The role of automobile industry in india GDP has been

phenomenon. The automobile is one of the fastest growing
sectors in india.

Role of Automobile industry in India GDP- Growth:

 The growth rate of the passenger cars in the year 2007 is

13.50%
 The growth rate of the utility vehicles in the year 2007 is
10.10%
 The growth rate of the multi, purpose vehicles in the year
2007 is 24.40%
 The growth rate of the light commercial vehicles in the
year 2007 is 16.05%
 The growth rate of the commercial vehicles in the year
2007 is 3.43%
 The maruti udyog Ltd is the largest car manufacturer in
the country and the growth in the year 2007 was 20.7%
 The Mahindra & Mahindra ltd cumulative sales for the
year 2007 was 1,06,094 units and the rate of growth was
35.8%
 The Honda siel cars india limited, the leaders in india
pertaining to the manufacturing of premium cars
registered a growth of 16.1% during the year of 2007 and
sold 41,618 units.
 The Daimler Chrysler sales for the year 2007 was 1,681
units in india and the growth rate was more than 22%
  The general motors india, registered a 114% increase in
the national sales in the august of 2007
 The hero Honda sold more than 2 million units in the jan-
Aug, period of the year 2007
 The export pertaining to the motorbikes was 3,21,321
units in the year 2007
 It is estimated that in the year 2007-8 the motorcycles
sales would be 7 million . the year sales would be 1.55
million, and the two-wheelers sales would be 8.3 million.

SWOT Analysis of consumer:

Strength :

 Huge brand equity and one of the beggest and old two
wheeler company.
 Wide variety of products like for scooter ,pep, pep+, wego,
Jupiter and streak.
 TVS also have large no.oof employees and good customer
relation .
 TVS also have the patent of making easy centre stand .
 TVS associated itself with celebrities like for pep+ anushka
Sharma andn for star city dhoni and for TVS sport virat
kohli.
 Scooty as brands has become a second name for the
scooterate segment.
  With launched of phoenix in the executive segment the
company will have presence in all segment of two wheelers
industry.
 TVS patented, econometer and used it in wego refresh and
Jupiter , which guide riders in both ‘Eco mode’ and ‘power
mode’.
Weakness:

There is no bike or scooter for premium segment. Tvs is south

oriented company so less approach in north zone.
Lack of trained and skilled staff in the showroom.

Opportunity :

Two wheeler is a growing industry in india as well as in foreign

so lots of scope in firm.In india there is lots of limitation on the
export of two wheeler so untapped international market.
 TVS company has established a two wheeler manufacturing
at karawang in Indonesia.
 The rising income of the Indian middle class , significant
portion of Indian population hhaving no or limited access to
decent transportation infrastructure and congestion in large
cities work in favour of two wheeler industry.
 To address the growing need of scooter usages by men, the
company will be launching a new scooter in the coming
year, this new launched would further significantly
strengthen the company presence in the scooter segment.

Threats:
  Strong competition from Indian brands (hero, Honda,
Yamaha , Suzuki,Mahindra, bajaj)
 Dependence on government policies
 There is continuously increase in fuel prices
 Increase in better public transform continuously affect two
wheeler sales.
Michael porter,s five forces model industry analysis:-

Porter five forces analysis – Indian automobile industry :

A porter five forces analysis explores five principal industry
factors to determined the attractive of a given industry in a given
market.

1.the threat of new entrants :

In most market, the capital and expertise needed to setup an auto

or parts manufacturing facility. Would be a great enough barrier
to entry to prevent many new entrants from setting up.
However . given india incredible growth forecast , infrastructure
progress (specially new and better brands) and ever expanding
financing options, to rural resident the market is attractive as
such , we expect the threat of new entrants to be high.
2. bargaining power of buyer/customers:
Buyer in india have a wide variety of choice . there are more 20
foreign manufacturers selling in india . (including ultra high end
such as rolls royee, and Lamborghini). Of course ultra are also a
plethora of incredibly cheap choices , like the famous Tata Nano.

3. the threat of substitute products:

India is famous for its two-wheeler (bikes and moped) and three
wheelers. There are various and obvious threats to auto manu
facturerl.

4. the amount of bargaining power supplier have:

It is likely that the suppliers to the manufacturers have

considerable bargaining power. They are not held ransom by one
single manufacturer as they can market their product to any of
the other in india.

5. the amount of rivalry among competitors:

High. The industry is not yet in its shake – out phase and is still
struggling to find the up- and coming stars and possibly topple
the leaders.

Identification of the Gap or need of study:

The gap or need of the study is to fulfilling the various objective

which are describe as following
 To know market position of TVS in the market.
 To know the various factors which factors affects the buying
behavior of Cnsumer while purchasing two wheelers
  To identify the factor which influences on consumer decision
 To know which factors play important role for purchasing
scooter
 To identify possible areas of improvement.
 To know the competitors various strategies and their offers.
 To promote the products for the brand activation and market
research.

Conceptual Description of the topic:-

MARKET RESEARCH:-

Market research is the process or set of processes that links the

producers, customer , and end of users to the marketers through
information – information used to identify and define marketing
opportunities and problem ,generate , refine and evaluate
marketing action , market research specifies the information
required to address these issues, market research in simple term
to identify the need and want of the consumer,
It is the systematic gathering, recording, and analysis of
qualitative and quantitative data about issues relating to
marketing products and services .
Market research is often partitioned into two sets of categorical
pairs, either by target market.

 Consumer market research

 Business to business market research

Method of market research:-

Market research uses the following type of research design;

 Baesd on questioning :-

i) qualitative market research:-

qualitative market research generally used for exploratory

purpose – small number of respondents – not generalizable to the
whole population , example include focus group , in- depth
interview, and objective technique

ii) quantitative market research:-

generally used to draw conclusion – test a specific hypothesis –

uses random sampling technique so as to inter from the sample to
the population – involves a large number of respondents –
example include survey and questionnaire

 Based on observation :-
i) Ethnographic:-

ethnographic studies – by nature qualitative , the researcher

observes social phenomena in their natural setting example
include , product use analysis and computer cookie traces.

ii) Exprimental techniques:-

researcher use more than one research design. They may start
with secondary research to get background information , then
conduct a focud group to explore the issues.
 MARKET RESEARCH PROCESS

Market research process is a set of six step which defines the task
to be accomplished in conducting a marketing research study
these include

 Problem definition:-

The first step in any market research project is to define the

problem. In defining the problem , researcher should take into
account the purpose of the study, the relevant background
information , what information is needed and how it will used in
decision making.

 Development of an approach to the problem:-

Its include formulating an objective or theoretical frame work,

analytical model research question

 Research design formulation :-

A research design is a frame work or blue print for conducting

the marketing research project it deal the procedure necessary
for obtaining the required information

 Field work and data collection:-

 Data collection involves a field force or staff that operates
either in the fields as in the case of personal interview or by
telephone or through mail,

 Data preparation and analysis:-

Data preparation include the editing , coding, transcription

and verification of data . each questionnaire or observation
form is inspected.

 Report preparation and presentation:-

Entire project should be documented in a written report which

address the specific research questions identified, described the
approach, the research design data collection, and data
analysis procedures adopted, and presents the result and the
major finding,

PRODUCT PROMOTION:-

An action taken by a company,s marketing staff with the intention

o encouraging the sale of a goods or services to their target
market for example, product promotion performed by a typical
business might take the form of advertising the product in
question via print or internet ads, direct mail or e-mail letters,
trade shows, telephone and personal sales calls, TV and radio
ads, billboards posters, flyers.
Tools use in product promotion:-

The main four tools of product promotion are Advertising, sales

promotion, public relation, and direct marketing.

 Advertising:-

Advertising is defined any form of paid communication or

promotion for product, services and idea.
Advertising development involves a decision across five Ms ,
money, message, media and measurement.

 Sales promotion:-

Sales promotion is an incentive tool used to drive up short term

sales, promotion can be launched direct at consumer or trade.
The focus of promotion is to create reason for purchase, the of
promotion is to create an incentive to buy. Consumer incentive
could be sample, coupons, free trail and demonstration trade
incentive could be price off, free goods and allowances.
 Public relation:-

Companies can not survive in isolation they need to have a

constant interaction with customer, public relation helps the
identification of policies of an organization with a public
interest. It also helps in development and execution of a
communication program.
 Direct marketing:-

Direct marketing is a system of marketing by which

organization communicate directly with target customer to
generate a response. This response may take a form of enquiry
or event a vote.

Data Collection and analysis

Sampling frame

In statistics , process or method of drawing a representative

group of individuals or cases from a particular population is
sampling .Sampling and statistical information from inference
are used in circumstances in which it is impractical to obtain
information from every member of the population .my sampling
frame are:

1) Main dealer of various brand of scooty in Lucknow

2) Customer of Lucknow who have the scooty.
IN THIS PROJECT NON PROBABILTY SAMPLING IS USED.

Non probability sampling technique: Are those that do not

provide every items in the universe with a known chance of being
included in the sample .The selected process is at partialiy
subjective.

THE NAME OF TECHNIQUES USED IS CONVENIENCE

SAMPLING.
In convenience sampling ,the researchers choose the sampling
unit on the basis of convenience. Convenience sampling is a non –
probability sampling techniques. It is widely used in exploratory
research. It is chosen because of the following reasons:
 Respondents are easily approachable by this method.
 It helps to understand the range of variability of response in
subject area.
 Just taking to respondents may helps in identifying issues.
Sampling area: Lucknow
1) Target population: male/female,main dealers
2) Sampling unit: male/female customer of scooters,main
dealer in lucknow.
3) Sample size: keeping in view the time consideration, the
sample size was taken as 120 respondents (Randomly
selected ) for consumer buying behavior and for competitor
analysis survey done by me only and questionnaire is also
filled by me only.

Data Collection method:-

The task of collecting the data begins after a research problem

has been defined and research sign/plan checked out. While
deciding about the method of data collection to be used for the
researcher should keep in mind only one types of data viz.,
primary.

Data collection used by me, primary data –questionnaire and

observation

Primary data: the primary data are those which are collected
fresh and first time and this happen to be original in character.
Main methods includes are:
i. Questionnaires
ii. Interviews
iii. Focus group interview
iv. Observation method case studies
v. Diaries
vi. Critical incidents
vii. Portfolios
Firstly I analysed the various factors which influenced the buying
behavior of females while purchasing scooters .after that I
researched to female segment of Lucknow so that I can get the
primary data related to my research and questionnaire can be
filled by them. I covered shopping mall, college, hangout of
Lucknow for the primary data.
For competitor analysis I have visited various showroom of
different brand and observed various things of the predefined
parameters and also make questionnaire according to predefined
and this questionnaire was filled by me only. parameters area:

 Showroom quality: location, front area, product display,

pop, showroom specification.
  Staff quality: No. of employee, product knowledge,
competitors knowledge
 Welcome: whether they ask for water or not
 Need analysis: whether they ask for need of the customer or
not
 Fab analysis
 Test ride experience
 Follow up

Sources of data Collection:-

Sources of data collection need by me is primary data.

Is primary data collection method I have used questionnaire .

firstly I analyzed the various which influenced the buying
behavior of customer while purchasing scooters.

 For competitor analysis I have visited various showroom of

different brand and observed various things . according to
these parameters : Showroom quality: location, front area,
product display, pop, showroom specification.
 Staff quality: No. of employee, product knowledge,
competitors knowledge
 Welcome: whether they ask for water or not
 Need analysis: whether they ask for need of the customer or
not
  Fab analysis
 Test ride experience
 Follow up

Other relevant information and work done during summer

internship for promotion:

Apart from the researcher and study of consumer buying behavior

and competitor analysis I have done apartment activity at various
apartment, summer carnival at various palaces and also
organized consumer day at showroom of TVS. Apart from that I
have also managed the work of showroom and did the work
related to sales process of scooters.

Scooters summer carnival:

We have organized scooter summer carnival at various places:

 Kapoorthala 3 june
 Hazratganj 5june
 Alambagh 8june
 Tedhipulia 10june
 Bhoothnath 15june
 Kapoorthala aliganj 18 june
 Vikas nagar 20 june
 Puraniyan 22 june
 Engineering college 25 june
 Maha nagar 27 june
On the 30 may we as a team involved in the carnival for GLOBE
TVS Kapoorthala. There we interacted with the customers and
told them about the features and offers of the scooters and also
tried to convince them for buying and booking. At Hazratganj
there average crowed and easily we achieved the target and
booked 15 scooters and I sold 2 scooters. this was our first
activity and first interaction to the customers, it was fruitful for us
and we learned how to handle the objection of the customers and
how to taken problems on the spot. On 5june we involved in the
carnival for TRILOK TVS, HAZRATGANJ, there we also
interacted with customers and organized the whole carnival, as a
team we worked hard and tried to convince customers for the
booking and achieved the set target, we also learnt the selling
skill. On 8june we involved in the carnival for BHAVYA TVS,
ALAMBAGH. We interacted with customers. In comparison to
KAPOORTHALA and HAZRATGANJ there was less customers
but some how achieved the target and booked 10 scooters. On
10june we involved in the summer carnival for NIRMAN TVS
THEDHIPULIYA. Because of the Wednesday there was a Buddha
market , all shops were closed and there was a less customers ,
but still we interacted with customers and tried for the booking
and at the end of the day we booked some scooters. On 15june we
involved in the carnival for MEHUL TVS, BHOOTHNATH. On
that day ramdan was come so there was no customers . so in
Bhoothnath we did not achieve the target.
All the above activities helped us to understand marketing
concept and we used all concept in practical life.

Family fiesta at different apartment:

To promote TVS and marks multiplier scheme we organized
family fiesta at different apartment. Akansha parisar, metro city ,
halwasia apartment there was interacted with customers and
engaged them in various activities likes- singing, dancing, quiz,
games and also told them about the schemes and offers of the
scooters.
In this activity we learnt how to engaged customers and how to
promoter our brand by organized such type of activities.
Corporate strategy as regards to marketing:-

TVS motor company is the third largest-two wheeler

manufacturer in india and one among the top ten in the world,
with annual turnover of more than USD 1 billion in 2008-2009,
and is the flagship company of the USD 4 billion TVS group.
TVS motor currently manufactures a wide range of two-wheelers
from mopeds to racing inspired motorcycles. Motorcycles(Apache
RTR 180, Flame DS 125, flame, TVS Jive, star city , sport)
Variomatic scooter(TVS Wego, scooty streak, TVS Jupiter, scooty
pep+, scooty teenz) mopeds (TVS XL super, TVS XL, heavy Duty).

Penchant for quality

The company has 4 plants located at hosur and mysore in south
india in
Himachal Pradesh, North india and one at Indonesia. The
company has a production capacity of 2.5 million unit a year.

Innovation at the helm

TVS motor,s strength lies in design and development of new
products- the latest launch of 7 products on the same day seen as
a first in automotive history . we at TVS deliver total customer
satisfaction by anticipating customer need and presenting quality
vehicles at the right time and at the right price. The customer and
his ever changing need is our continuous sources of inspiration.

RESEARCH METHODOLOGY

Research Design Descriptive

Type of data Primary data

Source Questionnaire
Sampling techniques Convenience sampling
Sample size 120

Question number 9
Place Lucknow

Objective of the training

  To Identify the customer Awareness about TVS Jupiter
(products).

 To know satisfaction level of customers . Regarding with the

TVS Jupiter.

 To promote the products of TVS Jupiter.

 To know the pricing strategy of TVS company. regarding

with TVS Jupiter.

 To know the mileage of the TVS Jupiter and its competitive

products.

 To analyze after sales services of the TVS products

DATA AND INTERPRETATION

Question 1. Are you Aware of TVS Jupiter (product).

 30%
A. 70% YES
70% B. 30% NO

options YES NO Total

Response in percentage. 70 30 100
(%)
Response in no. (120) 84 36 120
resp.

In the above pie chart we can seethat70% respondents aware of

TVS Jupiter and 30% are not aware of this products.

DATA AND INTERPRETATION

Question 2. have you purchased TVS Jupiter?

 40% A. 60% YES

60% B. 40%NO

Options Yes No Total

Response in (%) 60 40 100

Response in no.(84 resp.) 50 34 84

In the above pie chart we can see that 60% customer have
purchased The TVS Jupiter and 40% customer have not
purchased this products.

DATA AND INTERPRETATION

Question 3: Are you satisfied with the performance of TVS

Jupiter?
 30%
A. 70% YES
70% B. 30% NO

Options Yes No Total

Response in (%) 70 30 100
Response in No. 35 15 50
(50)resp.

In the above pie chart we can see that 70% customers satisfied
with the Performance of the TVS Jupiter and 30% customers are
not satisfied.

DATA AND INTERPRETATION

Question 4: which promotional activity attracted you to buy

this products ?

Options Endorsement Test Leaf Discount Total

drive Leting offers
Response in (%) 40 30 20 10 100
Response in 20 15 10 5 50
no(50)
60%
40%
20%
0%
A. 40% % B. 30% test C. 20% leaf D. 10%
endorsement drive leting discount offers

In the above pie chart we can see that 40% customers attracted
with endorsement (advertisement by actors ,cricketers etc.), 30%
customers Attracted by test drive, 20% customers by leaf leting
and 10% discount of

DATA AND INTERPRETATION

Question 5: Do you think company need to increase its

promotional activities?

Options YES NO Total

Response in (%) 40 60 100
Response in no.(84)resp. 34 50 84
 A. 40%
40% respondents YES
60% B. 60%
respondents NO

In the above pie chart we can see that 40% Respondents think
company Need to increase its promotional activity and 60%
respondents think Company do not need to increase its
promotional activity.

DATA AND INTERPRETATION

Question 6: How do you feel about the price of TVS Jupiter?

options High price Average price Total

Response in (%) 20 80 100

Response in NO. (84 17 67 84
respondents)
 20%
A. High 20%
B. Average 80%
80%

In the above pie chart we can see that 20% respondents feel high
price ,and 80%% feel average price.

DATA AND INTERPRETATION

Question 7: Have you taken services of TVS service centre ?

A. 80%YES
B. 20% NO
Options Yes No Total
Response in (%) 80 20 100
Response in no.(50) 40 10 50

In the above pie chart we can see that 80% customers have taken
services of TVS service centre ,and 20% customer have not taken
services.

DATA AND INTERPRETATION

Question 8: Are you satisfied with the services of TVS service

centre?

10%

A. 90% YES
B. 10% NO
90%

Options Yes No Total

Response in (%) 90 10 100
Response in no.(40)resp. 36 4 40
In the above pie chart we can see that 90% customers are
satisfied with services and 10% customers are not satisfied.

DATA AND INTERPRETATION

Question 9: What is the mileage of TVS Jupiter and its

competitive scooters?

A.TVS JUPITER 55
45 55 KMPL approx
B. HONDA ACTIVA
40 KMPL
40 C. HERO MAESTRO
45 KMPL

options TVS Jupiter Honda Activa Hero maestro

Response in 50-55 35-40 40-45

kmpl.
in the above pie chart we can see that TVS Jupiter mileage 50-
55kmpl, Honda Activa mileage 35-40kmpl and hero maestro
mileage 40-45kmpl.
Source: I have collected response from customer feed back of TVS
Jupiter and competition visit of its competitive showroom like.
Honda and

FINDING

Finding from the survey are.

 I have founded that 70% customers aware of TVS Jupiter and

30% customers are not aware of TVS Jupiter.

 I have founded that 60% customers ( out of 84 customers)

have purchased TVS Jupiter and 40% Customers have not
purchased TVS Jupiter.

 I have founded that 20% customers(out of 84 customers) feel

high price and 80% customers feel average price of TVS
Jupiter.

 I have founded that 40% customers attracted with

endorsement, 30% customers attracted with test drive, 10%
customers attracted with leafleting and 10% customers
attracted with discount offers.

 I have founded that 40% customers think company need to

increase its promotional Activity .and 60% customer think
company do not need to increase its promotional activity.
 RECOMMENDATIONS

The person is the era of customers . because the customer is more

knowledgeable . Campanies must be faster more creative than few
years ago.

 Companies should to enhance customer satisfaction,

expectation regarding products.

 TVS motor should improve on their after sales services , and

Also TVS motor should increase the range of its targeted.

 Company should increase its promotional activity for being

aTVS Jupiter popular.

 Company should improve its safety features for being a

comfort scooter.
 Limitations of the project:

There were some limitations while doing the study-

 The main limitation of this project is that study of consumer

behavior and competitor analysis is limited to Lucknow city.

 It covered only female segment of the Lucknow area.

 The data was collected by personal interaction the

respondents. it was very challenging fill up the questionnaire
as most of the women in Lucknow avoid doing such things.

 As questionnaire was related to product specification of the

scooters and features provided by the company so I was
supported to explain each and every question of the
questionnaire, because product specification of the scooters
are technical terms and hardly any women know about all
these terms, so it was very challenging for me to describe each
and every term of the questionnaire to each women.

 Also many of them did not show any interest in filling

questionnare

CONCLUSION
From the survey of market research and products promotion I
found result.

 Most of the customer influence by the promotional activities.

 In many survey I found that mileage of vehicles plays an

important role in purchase decision of customer.

 I found that after sales services also influence customer to

purchase a products.

Price and safety feature are the most important feature which
affects the buying behavior of customer. Apart from that brand
name and product performance also plays an important role in
purchase decision of customer

Gain from the project:-

Working as a intern at TVS help me lot to understand the gain

lots of learning from this project and it also helps from the
projects are describe as following:
Gain valuable experience:
This project provides the opportunity to gain hands on classroom.

Networking opportunities:
This projects helps me in meeting people in marketing. it helps in
marketing connection the different way.

Decide if this is the right carrier:

Project also helped me in deciding whether marketing experience
to see if a marketing is the right choice.

Apply classroom knowledge:

It give me a chance to use the skills I have learned it chance to
prove the worth if my qualification. I used most the concept of
marketing understanding of all the concepts.

Gain confidence:
Getting experience is a great way to build confidence activities,
interaction with customers and seniors. Seniors, so all these
activity helped me in gaining experience. Ask if I know how to do
something, I want say yes absolutely.

Experience of team work:

During my internship there were some takes provided by our

senior could only perform in a team, so it allow me to gain
experience of team work at first hand which make me more round
bad attractive candidate for any employer.

Development of interpersonal skills:

This project also help me enhancing my interpersonal skills. It
increases my convincing power because many times I convinced
customer for the purchase of the scooter during my internship.

Awareness of current development in the sector:

Project help me to work with people who work in marketing

sector. They gave me good and personal insight into what the job
entails and what has been developing in the industry. This kind of
knowledge helps me lot.

Understanding of consumer behavior:

My study is based on the consumer behavior about the purchase

of the customers so it helped me in understanding the consumer
buying behavior.
Learnt objection handling:
Many times in the showroom or in the summer carnival there
were some customers who had some problem so at that we
handled those problems and learnt how to handle objection on the

References:

http://en.wikipedia.org/wiki/Mahindra two wheelers

http://en.wikipedia.org/wiki/Yamaha motor company
http://en.wikipedia.org/wiki/Hero motoCorp
http://en.wikipedia.org/wiki/Bajaj auto
http://en.wikipedia.org/wiki/Suzuki
http://www.tvsmotor.in
https://www.google.co.in
http://en.wikipedia.org
http://www.indianfoline.com/Market/Company/Background/finan
ce-and-sevices

QUESTIONNAIRE:-

Personal Details:
(a) Name :-
(b) Add :-
(c) Age :-
(d) Qualification :-
Graduation / PG Under Graduate Others

1. Are you aware of TVS Jupiter? Pl tick( )

 YES NO

2. Have you purchased TVS Jupiter? Pl tick( )

YES NO

3. Are you satisfied with the performance of the TVS Jupiter?

Pl tick( )
YES NO
4. Which promotional activity attracted you to buy this
products? Pl tick( )
Endorsement Test drive Leaf leting Discount
offers

5. Do you think company need to increase its promotional

activities? Pl tick( )
YES NO

6. How do you feel about the price of TVS Jupiter? Pl tick ( )

High price Reasonable price Average price

7 Have you taken services of TVS service centre? Pl tick( )

YES No
 8. Are you satisfied with the services of TVS service centre? Pl
tick( )

YES No

9. what is the mileage of TVS Jupiter? Pl tick( )

40-45 45-50 50-55 55-60

10. what is purpose behind your purchase decision of scooters?

Pl tick( )
Market College Office All purpose
Purpose Purpose Purpose
THANK YOU