SUMMER INTERNSHIP PROJECT

SALE PROMOTION AND SALES

AT

TVS MOTORS, PUNE


BY

SHAILESH SURESH DATE










ACKNOWLEDGMENT

I would like to express my gratitude towards Mr. Nitin
Sharma, (Area sale manger, TVS Motors pune) who gave me the
opportunity to work for TVS Motors as a summer intern. This project
has provided me with valuable insights in practical aspects of
the two - wheeler marketing. I take this opportunity to express
my sincere gratitude to Mr. Mukund Vandre (Sale century manger)
& Mr. Vaibhav Devkar (Authorized Dealer, Manger) for their
valuable inputs and guidance. I hope that TVS motors are
benefited from the inferences, conclusions and
recommendations made by me in this report.























AUTOMOBILE INDUSTRY

Indian automobile industry has grown leaps and bounds
since 1898, a time when a car had touched the Indian streets
for the first time. At present it holds a promising tenth position
in the entire world with being number two in two wheelers and
fourth in commercial vehicles. With standing a growth rate of
18% per annum and an annual production of more than
2million units, it may not be an exaggeration to say that this
industry in the coming years will soon touch a figure of 10
million units per year. Besides a steady growth in India's fiscal
system, the expansion of Indian middle class has also played a
major role in drawing the attention of international auto
manufacturers towards the Indian Automobile Market. Forever,
India is one nation which provides skilled workforce at cut-
throat prices making itself a preferable manufacturing centre.
The magnetism of the Indian markets and the decline of global
auto industries such as Japan, Europe and US have triggered
the influx of new conglomerates along with huge capital
investments in the sector.















INDIAN TWO-WHEELER INDUSTRY

India is the second largest producer and manufacturer of two-
wheelers in the world. Indian two-wheeler industry has got spectacular
growth in the last few years. Indian two-wheeler industry had a small
beginning in the early 50's. The Automobile Products of India (API)
started manufacturing scooters in the country. Bikes are a major
segment of Indian two wheeler industry, the other two being scooters
and mopeds. Indian companies are among the largest two-wheeler
manufacturers in the world .Hero Honda and Bajaj Auto are two of the
Indian companies that top the list of world companies manufacturing
two-wheelers. Foreign collaborations have been playing a major role in
the growth of the Indian
Two-wheeler market, and most of them are Japanese firms. The
modern two- wheeler firms in India have been manufacturing new
categories of two wheelers such as Step- Through and scooters. These
have been produced by combining two or more two-wheeler
segments. Foreign firms have already taken initiatives to own their
two-wheeler subsidiaries in India. The two-wheeler market was
opened to foreign companies in the mid 1980s. The openness of
Indian market to foreign companies led to the arrival of new models of
two-wheelers into India. Easy availability of loans from the banks,
relatively low rate of interest and the discount of prices offered by the
dealers and manufacturers lead to the increasing demand for two-
wheeler vehicles in India. This led to the strong growth of Indian
automobile industry. Kinetic Honda was introduced in the Indian
market during the mid 80s. The main feature of Kinetic Honda was its
ease of use. This helped the youngsters and the women to buy
scooters Major players in the 2-wheeler industry are Hero Motors
Corp., Bajaj Auto Ltd (Bajaj Auto) and TVS Motor Company Ltd (TVS).
The other key players in the two-wheeler industry are Yamaha Motors
India Ltd (Yamaha), Royal Enfield Ltd (REL) and Honda Motorcycle &
Scooter India (P) Ltd (HMSI).

























CURRENT MARKET SCENARIO

Two wheeler industry has witnessed healthy growth scenario
primarily driven by strong demand India is the 2nd largest two wheeler
market in the world. Over the past few years the from urban as well as
rural areas owing to healthy economic scenario. Growing population in
urban areas also created the need for public transport infrastructure
for regular commuting and thereby pushing the demand for low cost
and fuel efficient two wheelers. The report presents CARE Research's
forecasts of domestic demand for the next fiscal and for five year
period till FY19 along with the drivers and draggers for the industry.











EXECUTIVE SUMMARY
The summer training that we do is to get an experience of how
the corporate world functions and how the theory is different from the
practical aspects of the industry. For the same purpose I got an
opportunity for my training at TVS Motors in the Sales promotion and
Sales department.
TVS has been at the forefront in bringing a revolution in the way
personal commutation was happening, way back in the 1980s.
Beginning with launching a simple, easy-to-use scooters for the middle
class in India in the 1980s to launching 7 new bikes in a single day (first
time in the history of the automotive industry in the world), TVS has
often taken the unbeaten path to innovation. With the customer being
their main focus of all the activities my projects were majorly
concerned with the sales promotion and sales.

OBJECTIVES OF STUDY

Direct marketing methods.
Strategies involved in marketing methods.
Marketing strategies as a helping tool to increase sales.
To figure out more output from low input.
Consideration and non-considerations calls.
CSR activity and Promotions.





Task undertaken
Promotional Events
Pune has a large market for two-wheelers and in order to exploit this,
TVS Motors carry out various promotional events in different area of
Pune. In these along with other interns we use to set canopys by
roadside displaying various TVS scooters, distribute pamphlets and
generate enquires.

Sales
In sales I had to attain the costumer who use to come in showroom
for choosing vehicles. I had to explain them about features of vehicle
which they want to or will to buy. I had to guide them in process of
purchasing and document needed.

Feedbacks calls
I use to call those customer who had come early to choose TVS
product but dint came up again. I use to note down there problem or
other reasons for their delay in choosing their vehicle.

Consideration and non-considerations calls
In these I was given consideration form and non-consideration form. I
had to make call to those customer who were using TVS vehicle and
also those customer who were not using. There were different type of
question in those form which I use to ask customer and note down
them.



Society Activity
In these activity I was been told to find 10 society where there will be
more than 100 apartments. I use to contact the chairman or person in
charge of the society and take permission to put canopy in there
society area and display TVS vehicles. Through these we had to create
awareness among the society people.

CSR activity and Promotions
(Shiksha Ek Nayi Soch)

CSR means Corporate Social Responsibility its activity with a thought
Shiksha Ek Nayi Soch, where everyone are asked to donate their past
year book, text books and notebooks which further pass to needy
student who are not able purchase those book or student from rural
area who want to study. This activity is held by TVS in which I as interns
was told to choose a particular area in Pune to do promotion for TVS
about their CSR activity. We were given TVS vehicles on which we had
to carry out rally were we use to inform people about shiksha-ek nayi
soch and also we use to give them demo ride on TVS vehicles if they
wish for it. We also distributed pamphlet about Shiksha. We had to
note down customers name and contact number who is willing to buy
TVS vehicle or those who wanted to exchange their old vehicle with
TVS.







TVS Motor Company Limited Company
Profile

TVS Motor Company, the flagship company of the TVS Group, is
Indias third largest two-wheeler manufacturer and one among the top
ten in the world. The TVS Group was established back in 1911, when
the founder of the company,
Shri T V Sundaram Iyengar created an enduring business, led by a
family of like-minded
Workers and managers united by a set of high, yet shared principles.
Driven by this Inspiration, the TVS group has today emerged as India's
leading player in the automobile
and automotive components industries. The group has 30 companies
employing a work
force of around 40,000 people. TVS Motor Company is the largest
among the group
companies in terms of size and turnover.
Today, TVS Motor Company has,
o 4 manufacturing plants (Hosur in Tamilnadu, Mysore in Karnataka,
Nalagarh
in Himachal Pradesh India and Karawang - Indonesia)
o 16% market share in the two-wheeler industry in India
o Product offerings in all segments of the two-wheeler industry in India
o Product offerings for the three-wheeler industry in India
o More than 15 million customers
o Products exported to more than 50 countries worldwide
Leading from the front, the Chairman of TVS Motor Company,
Mr.Venu Srinivasan, has won
many laurels for the company. The most recent awards conferred on
him, while being head
of the Confederation of Indian Industries include the Honoris Causa
Doctor of Science
(D. Sc.) for his outstanding contributions in the field of Quality
Movement and Manufacturing
Excellence, the distinguished civilian honour Order of Diplomatic
Service Merit (Heung-In
Medal) conferred by the President of the Republic of Korea, His
Excellency Lee Myung-bak
in recognition of his valuable contribution in promoting Korea-India
bilateral relations and the
prestigious honour by the President of Indian with the Padma Shri
award for his valuable and
outstanding contributions in the field of Trade and Industry. The JRD
Tata Corporate, The
Star of Asia award by Business Week, The Jamshedji TATA Lifetime
Quality Achievement
Award, Emerging Corporate Giant - Times & Harvard Business School
Association are some
of the other high-profile awards bestowed on him.
Resilience, can-do attitude, indomitable spirit to continuously better
industry norms, doing
business with a human touch and putting customers at the forefront
are some of the salient
features that best define Team TVS.
Driven by technology and innovation at the helm, TVS Motor Company
boasts of a rich talent
pool, manufacturing facilities that conform to world class standards
and constantly
emphasizes a strong commitment to ensure best practices. The
Company has been a
competitive player, constantly challenging industry standards and
creating revolutionary
innovations. Take for example the many firsts that the Company has
been credited with,
such as the deployment of a catalytic converter in a 100 cc motorcycle
or even the first four
stroke 150cc motorcycle; both premiered from TVS Motor Company.
Also, there is the
Apache, which in 2006 became the first Indian motorcycle to win six
prestigious awards in a
row and that too, immediately on being launched.
The companys penchant for quality resulted in it becoming the first
two-wheeler
manufacturer to win the coveted Deming Award in 2002. The year
2007 also proved to be a
special one for the Company as in that year; it became the first Indian
automobile
manufacturer to roll out as many as seven new products on a single
day, a testimony to
manufacturing prowess. TVS Motor Company is committed to achieve
total customer
satisfaction through excellence in quality, its management philosophy
being based on five
pillars of TQM (Total Quality Management). Quality awareness
therefore percolates through
the entire organisation from new product development to after sales
services.
The current product portfolio of the company comprise of motorcycles
including TVS StaR in
the economy segment, TVS Flame in the executive segment and TVS
Apache RTR in
performance segment. TVS Scooty Pep+, TVS Scooty Teenz, TVS Scooty
Teenz Electric
and TVS Scooty Streak make up the scooterette segment while XL
Super and Heavy Duty
form the mopeds segment. The company recently launched Indias
first clutchless
motorcycle, TVS Jive along with an automatic metal bodied scooter
TVS WEGO therefore
offering consumers a comprehensive product portfolio.
TVS Motor Company is renowned for its human resource
management. The principle of
Total Employee Involvement (TEI) that the company employs, gives
equal opportunity to
each employee to create a promising career path. Employees get
exposure to various skill
developmental aspects like Cross Functional Teams (CFT), Supervisory
Improvement
Teams (SIT), Quality Control Circles (QCC) among various others.
Specific care is taken to
ensure the creation and maintenance of an incomparable working
environment with
employee welfare at the focal point.
TVS Motor Company believes in going beyond the product and
reaching out to people. It
values customers and their expectations. In fact, it is this attribute that
has inspired the
company to innovate with concepts like 99 colours for TVS Scooty
Pep+, balancing wheels
for first-time scooter riders and among many others, racing technology
in the Apache RTR
for performance lovers. This has resulted in the company enjoying a
base of more than 15
million satisfied customers.
Constant innovation has led to regular setting of new benchmarks to
meet fresh challenges
and customer requirements. While adopting new technologies and
processes, there is the
ever present rationale to continually remain a green company,
sensitive to the ever
changing needs of the environment.
As part of its global operations, TVS Motor Company has set up a
manufacturing facility in
Indonesia, which caters specifically to the Indonesian and ASEAN
Markets. PT TVS Motor
Company Indonesia, wholly owned subsidiary of TVS Motor Company,
manufactures TVS
Neo, the new generation of bebeks for those markets.
TVS Motor Company has international presence in more than 50
countries in Asian, African
and Latin American Continents and will enter more international
markets in due course. In
India, the company functions through a strong network of sales,
service, authorised service
centers and other certified service points.






















PRODUCT DETAIL

TVS JUPITER


TVS Jupiter has a large name, in fact it is the name of the largest
plant, yet it is contradictive in looks and is very compact. The looks of
this scooter is stunning with new added features and cosmetic
enhancement. The Jupiter produces immense power and ensures
great performance with the 110cc single cylinder air-cooled engine. A
more than average mileage of 62 kmpl in the Eco Mode is good
enough for long rides. Most people prefer scooters these days even for
long distance travel because of the comfortable seats, ample storage
and so on. Some use scooters in place of bikes as that is what the trend
is all about. Whatever may be the reason, fact is that Jupiter has made
a distinct place in the competitive market and is topping the scooter
segment.
TVS Jupiter is equipped with an 110cc single cylinder air-cooled engine
that gives out a power of 8 bhp at 7500rpm and 8Nm at 5500 rpm.
This scooter was basically launched keeping all the male consumers in
mind, hence the features are sturdy and gives out good performance.
Transmission type on this scooter is of V-matic type and it does not
come with any gear function, it just comes with a Manual Gearbox.

















TVS WEGO



TVS WEGO is the gearless bike launched by the company to
compete many famous brands like Activa, Vespa etc. The built is quite
sleek and light with high rigidity under bone type chassis and a ground
clearance of 150 mm. It is available in some very catchy colors and is
one way to attract the young crowd towards it. This model basically
comes in 2 variants TVS WEGO Drum and TVS WEGO Disc with both
giving a mileage of 51 kmpl. The difference between the two variants is
very clear by their names itself. The Disc version is basically provided
with optional disc brakes and hence the name! The in line telescopic
and the hydraulic damper offer a good front and rear suspension so
that you always feel a smooth ride no matter what the road conditions
are. The only dark point spotted for this bike is that its quite pricey for
the majority of the Indian market.
TVS WEGO is powered by 110 cc, 4-stroke, single cylinder, air-
cooled engine with a 53 mm Bore and a 49 mm Stroke and promises
to churn out a maximum power of 8 bhp at 7500rpm and a maximum
torque of 8 Nm at 5500 RPM.It supports automatic gear box with V-
matic transmission type with clutch free system. Along with this, self
and kick start also offers a good flexibility to the driver. The fuel tank
for this bike is 5 litres with 1.5 litres as the reserve. As mentioned
above, the overall fuel efficiency is 51 kmpl and overall fuel efficiency
range is 255 km.











TVS SCOOTY PEP +

Scooty in India is synonymous with light, low-powered bikes. That
means if you are looking for a small, light, cheap bike to run errands, or
gift your girl or wife, you are looking in the right direction. It is all that
and with the new graphics, a bit more. You would do yourself no great
favours if you choose not to look and test drive this one if you are in
the market for something like this.There are many variants of Scooty
itself. Not to mention options from every other manufacturer, but they
all have a bit more weight. You can look at some option from the
manufacturers who make electric bikes.
The engine is a paltry 88cc and 5 bhp effort. And it features a CVT
transmission. Which means it is a twist-and-go scooter. The engine is
fairly smooth and the transmission is glitch free. All in all, while the
engine and transmission are nothing to write home about in isolation,
but together they work smoothly to give you a good ride, especially in
the stop and go situation that this scooter will mostly find itself in.
















TVS STAR CITY PLUS


TVS Motors has steadily been working on increasing their
presence and strengthening their product line-up in the market.
Catering to both ends of the spectrum can be difficult because at one
end you have customers clamouring for more mileage & at the other
you have customers wanting more power. Well, you simply add more
products to your portfolio. The TVS Star City is thus a product that
caters to the fuel efficiency demanding customer without cutting back
on looks & style. TVS has recently also re-christened the bike as the
TVS Star City+ at the Auto Expo held some months back.
The TVS Star City features a 110 cc single cylinder four stroke
engine that churns out 8.3 PS of power@ 7,000 rpm & 87 NM of
torque at a relatively low 5,000 rpm. The engine features TVS Motors
proprietary Ecothrust technology to get better fuel efficiency out of
the unit. The internals gain TVSs proprietary RCF (Roller Cam Follower)
technology as a result & thus gains from smoother internals & better
fuel economy.
The engine also gains from a new ignition system by TVS called
the Continuous Variable Timing Ignition or CVTI that improves
performance without cutting back on fuel economy. The engine has
also been designed in such a way as to provide optimal swirl & tumble
for the fuel air mixture aiding in better combustion inside the cylinder.
The additional 10 cc gives it some extra oomph compared to its 100 cc
engined competitors in the same category. A 4 speed constant mesh
gearbox helps to send the power to the rear wheel. Featuring a bore X
stroke ratio of 53.5mm X 48.8 mm, the short stroke engine is good for
both the cities as well as the highways. Typical benefits of short stroke
engines are higher rpm & torque figures at lower piston speeds & this
is apparent on the TVS Star City.







TVS APACHE RTR


TVS Apache is a flagship bike from the well known bike
manufacturer, TVS. This stunner has been bestowed with sporty looks
and offers a commendable on-road performance. Shortly after it was
launched, TVS Apache proved to be game changer for TVS in the
Indian motorcycle industry. It is the first motorcycle in the Indian
market to be equipped with ABS. Other interesting features of this bike
include, LED DRLs, Semi-digital instrument cluster, powerful engine etc.
It is designed with a racing approach with features like the lap timer
and the provision for the last three 0-60kmph timings. The bike won
the Performance Bike of the year award by Business Standard
Motoring Awards. It is available in two main variants Apache RTR 160
and Apache RTR 160.
The top of the line TVS Apache 180 comes fitted with a 180cc engine. It
can reach 0-60kmph in just 3.7 seconds and 0-100kmph in only
12.07seconds. TVS Apache 160 is the low end variant of this bike that
replaced TVS Apache 150 and sported the Racing Throttle
Response(RTR) moniker . It is powered by 160cc single cylinder engine
that offers 15.2bhp of power and 13.1Nm torque. It supports 270mm
disc brakes and rear 200mm disc drum brake. This variant,similar to
the 180cc variant, features bigger tank scoop, all-new head lamps and
new sticker all around.












TVS SPORT ES


The Indian motorist has always been obsessed with fuel
economy since time immemorial. The new generation motorcyclist
wants power and style too. Given that we are an up and coming
country where petrol is not really cheap, fuel economy and power play
a large role in buying decisions. Add to that elements like style,
shape,clours & graphics & the whole dynamics of the game
themselves change. A perfect business case that makes sense for
buying the TVS Star Sport. Envisioned as a stylish 100 cc commuter
bike for the discerning masses,we attempt to find out if the TVS Star
Sport really has the gumption to take on a market inundated with
similar products.
Powered by a 99.7 cc four stroke engine putting out maximum
power of 5.5 KW @ 7500 rpm and 7.5 nm of torque @ 5000 rpm, the
TVS Star Sport seems to have all bases covered. Th numbers seem
adequate not only for a city environment but also capable of tacking
the highways as and when required. Power to the wheels is
transmitted via a 4 speed constant mesh gearbox that is linked to the
rear wheel via chain drive. Boasting a 51 mm*48.8 mm bore*stroke
ratio, the oversquare engine is punchy enough for the city and
adequate for the highways. The compression ratio of 9.15:1 helps keep
the fires burning in the combustion chamber too, making it good for
that extra dose of power.












Research Methodology

Research is an art of scientific investigation, which helps to search for
knowledge. Research methodology considers following items:

Research Design:
The nature of this research is exploratory one. Because exploratory
research studies are normally concerned with finding out the general
nature of the problem and the different variables that are related to
the problem. These kinds of research are very flexible, convenient and
done by simple survey. It gives subjective evaluation of the research.

Type of Data:
There are main two types of data,
Primary data are those, which are collected for the first time and
thus happen to be original in character.
Secondary data on the other hand are those, which have already
been collected by someone in the past.
For this research study we have used primary data.


Data collection Method:
For collecting primary data these are main important methods.
Observation method
Interview method
Personal interview
Telephone interview
Mail Interview
Questionnaires method

For this research study primary data are collected through personal
interview method, questionnaires method, A questionnaire is used as
a data collection instrument for collecting the primary data by taking
personal interview of the consumer on telephone interview. A
questionnaire consists of a numbers of questions printed or typed in a
definite order on a form or set of form
.


















DATA ANALYSIS & RELEVANT ACTIVITY CHARTS,
TABLES, GRAPHS, DIAGRAMS ETC.
1. Is TVS vehicle your first two-wheeler?
Yes
no



OUT OF 50 CUSTOMER 15 SAID YES.
OUT OF 50 CUSTOMER 35 SAID NO.

2. If not then which vehicle did you own earlier?
Kinetic
Honda
Scotty
OTHER
0 10 20 30 40
YES
NO

OUT OF 50 CUSTOMER 13 SAID OTHER.
OUT OF 50 CUSTOMER 10 SAID SCOOTY.
OUT OF 50 CUSTOMER 15 SAID HONDA.
OUT OF 50 CUSTOMER 12 SAID KINETIC.


3. Which product of TVS motor is known to you?
Scooter segment
Bike segment
Moped

Out of 50 customer 15 said scooter
Out of 50 customer 16 said bike
Out of 50 customer 19 said moped

0 2 4 6 8 10 12 14 16
KINETIC
HONDA
SCOOTY
OTHER
0
5
10
15
20
25
SCOOTER BIKE MOPED
4. Which bike you are using currently?
TVS
NON-TVS

Out of 50 customer 21 said TVs
Out of 50 customer 29 said non-TVs






5. Did you take test-drive of the vehicle before buying?
Yes
no
CUSTOMER

OUT OF 50 CUSTOMER 28 SAID YES.
OUT OF 50 CUSTOMER 22 SAID NO.

6. For what purpose do you normally use two-wheeler?
Commuting to college/tuition.
Occasional outing with friends.
Commuting to work.
Domestic work.

Out of 50 customer 15 said college/tuition.
Out of 50 customer 10 said outing with friends.
Out of 50 customer 10 said work.
Out of 50 customer 15 said domestic work.


CUSTOMER
YES NO
customer
college/tuition
outing with friends
work
Domestic
7. Which other models did you consider before buying TVS vehicle?
Honda active
Mahindra rodeo
Suzuki access
Other

Out of 50 customer 15 said HONDA
Out of 50 customer 10 said MAHINDRA
Out of 50 customer 10 said SUZUKI
Out of 50 customer 15 said OTHER.

8. Which of the following factors did you consider before buying?
Mileage
Cost
Ease of maintenance
Colors
Styling
Power
CUSTOMER
0
5
10
15
HONDA MAHINDRA SUZUKI OTHER
CUSTOMER
HONDA MAHINDRA SUZUKI OTHER

Out of 50 customer 15 said MILEAGE
Out of 50 customer 5 said EASE OF MAINTENANCE
Out of 50 customer 5 said COLOURS
Out of 50 customer 15 said STYLING
Out of 50 customer 10 said POWER.

9. If given chances to buy again, which two-wheeler will you buy?
Honda
Suzuki
TVS
Mahindra

Out of 50 customer 13 said Honda
Out of 50 customer 10 said Suzuki
Out of 50 customer 18 said TVS
Out of 50 customer 9 said Mahindra.

0
2
4
6
8
10
12
14
16
0
5
10
15
20
HONDA SUZUKI TVS MAHINDRA
CUSTOMER
10. Which is your favorite TVS two-wheeler?
Scooter
Bike
Moped

Out of 50 customer 24said scooter
Out of 50 customer16 said bike
Out of 50 customer 10 said moped.












0
5
10
15
20
25
SCOOTER
BIKE
MOPED
Learning through the project
Thing which I have learned is presenting myself in front of
costumer,in which way we should approach to customer,
understanding Customer need, making them feeling comfortable.
Explain are product to customer. While presenting we had to take
feedback whether client is satisfied with our presentation or need
more information. Same time handle customer query and inquiry
regarding our product.

We were doing many activity in which we were grouped in
various teams. For each team every time our guide uses to appoint a
leader for reporting and taking decision, so I also got the chance to be
leader. I was being appointed as leader for society activity. While doing
these I got to learn about leadership qualities. Handling people and
getting work done by them and also reporting to seniors and leading
a team. I learn that every time each one of us had different thinking
policy in taking decision use to be quite difficult. At this situation taking
common decision so that everyone is motivated and working in same
direction to achieves the given goal.

These project taught me different Ways of direct marketing and
doing promotion. I got to know different way of direct marketing such
as distributing pamphlet, putting hanger pamphlet, rally, banners etc.