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PART-AIP Center G U N T U R

Enrollment No. 0 9 1 0 2 0 2 7

Name of the Student S W A R O O P K U M A R V

Program Scooty Streak Carnival

Name of the Faculty Guide M S I V A K O T I R E D D Y

Name of the Company Pioneer TVS

Address of the Company

Pioneer TVS, Near Congress Office ,

G.T. Road

Guntur Pin: 5 2 2 0 1 1

Name of the CEO C H U K K A P A L L Y R A M E S H

Address of the CEO

Pioneer TVS, Near Congress Office , G.T. Road, Guntur

Phone (Off.) 0 8 6 3 6 4 5 3 6 66

Phone (Res.)

Fax (Off.)

Email chukkapalliramesh@gmail.com

Name of the Company Guide G N A R E S H

Designation of the Company GuideA R E A C O O R D I N A T O R

Contact details of the Company Guide

Naresh(Scooty Programmes),

Pioneer TVS, Near Congress Office Road, G.T.Road, Guntur

Phone (Off.) 0 8 6 3 6 4 5 3 6 66

Phone (Res.) 9 5 8 1 3 6 3 6 3 6

Fax (Off.)

Email naresho@in.com

Reporting Date 2 1 0 6 2 0 1 0

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Part-B

Industry Profile:

Indian auto mobile industry is the ninth largest in the world

producing around 2.3 million units. The Indian Auto mobile industry comprises of

two wheelers, three wheelers and cars. The two wheelers segment can be broadly

classified into:

Scooters

Mopeds and Scotterettes

Motor Bikes

Scooters are the obsolescent products and the production of the scooters is low, in

fact, it is null. Bajaj, LML are well renowned companies in this segment.

Mopeds and Scotterettes is the other segment which experiences heavy

competition. These vehicles are very comfortable as they don’t have clutch and

gear system. These set of two wheelers are a hit among people over the age group

of 45, women and the young adults. These two wheelers are lighter which makes

them easier to handle, they come with a digital ignition system to do away with the

inconvenience of the kick start. Scotterettes and moped segment amount for a

quarter of the two wheeler market share in India and about 8% of all the exports

which takes place from the country. One company which has remained in the

forefront of Scotterettes and mopeds manufacturing in the country is TV Sundram

Iyengar and Sons Limited (TVS), they were the first to launch an indigenous

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Scotterettes in the Sub 100 cc category in the year 1984. Incidentally the company

had also launched a two-seater 50 cc moped in the year 1980.

Motorcycles have come a long way since they were first

introduced in the country way back in the 1950s. The Indian government had got

the first set of these mean machines from the Royal Enfield Company of UK for its'

Army and Police to patrol the border highways on the rough and tough terrain of

the West. Today these sets of two wheelers not only cater to the men in uniform,

but also common people who have different needs and expectations from their

motorcycles. Today motorcycle companies are taking special care to make their

products more user friendly comfortable, safe, and ergonomic without

compromising on the fun and thrills of riding. Some bikes like the Hero Honda

Karizma can touch speeds up to 125kmph thus truly satisfying the riders need for

speed. The trend of motorcycles have caught up with the average Indian and there

a bike to suit everyone's needs and usage. Premium Segment bikes like the Hero

Honda Karizma and Bajaj Pulsar provides the Generation Y a chance to emulate

their idols on screen. These motorcycles come with 5 speed gear box and disc

brakes to provide one the extra throttle with the adequate safety measure. Kinetic

Acquila the premium segment bike from Kinetic has headlamp that turns head.

These motorcycles also come with factory fitted allow wheels to provide the extra

strength and stability. The Enfield Bullet enjoys a loyal following among its users;

people who ride these heavy machines once always vouch for their sturdiness and

stability. Bullet clubs have cropped up in various cities of the country like

Bangalore, where motorcycle users who are in love with their machines frequent

the road less traveled. India has a burgeoning middle class, which means that value

for money bikes like the Hero Honda splendor; Bajaj Discover and TVS Victor have

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retained their importance with every passing day. These bikes are a hit among the

office goers and small time business men who demand maximum output from their

two wheelers. Motorcycles like the Hero Honda splendor come in a wide range of

colors and give an average mileage of 70 km per liter. The entry level segment of

motorcycles also has a cut throat competition with the two wheeler manufacturers

trying to outdo each other by providing that extra edge in economy biking. Some of

the bikes which are available at the entry level include the Hero Honda CD Dawn,

Yamaha Crux, TVS Star and Bajaj CT 100. The TVS motor company has posted strong

growth due to the growing popularity of TV Star across all markets. TV Star has an

engine displacement of 99.7 cc and claims to give an average of over 100 kmpl.

Thus the Indian motorcycle users have a lot of option across all levels to kick start

his riding.

A major growth in the automobiles sales over the years can be noticed, however

the composition of the two-wheeler industry has witnessed sea changes in the

post-reform period. In 1991, the share of scooters was about 50 per cent of the

total 2-wheeler demand in the Indian market. Motorcycle and moped had been

experiencing almost equal level of shares in the total number of two-wheelers. In

2003-04, the share of motorcycles increased to 78 per cent of the total two-

wheelers while the shares of scooters and mopeds declined to the level of 16 and 6

per cent respectively. A clear picture of the motorcycle segmental share gaining

importance during this period is exhibited by the figure given below of segmental

share of two-wheeler industry during the period 1993-94 through 2003-04.

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Nature of Two-Wheeler Industry

The total size of the Indian two-wheeler industry stood at Rs 288 million in 2007-08,

with total volumes of around 80 million units. The industry, which is dominated by

Hero Honda, Bajaj Auto and TVS Motors, is divided into three segments -

motorcycles, scooters and mopeds. Motorcycles dominate the two-wheeler

industry, both in terms of volume and value. In 2007-08, the share of motorcycles

in the domestic two-wheeler market was around 80 per cent while scooters and

mopeds accounted for 15 per cent and 5 per cent share, respectively.

Segmental Market Domination

Motorcycle Segment

Hero Honda dominates the motorcycle segment, with nearly 50 per

cent market share followed by Bajaj Auto and TVS Motors. The segment also has

players such as Yamaha and Suzuki. However, they have not been able to grab

significant market share in the Indian two-wheeler market.

Scooter

Bajaj Auto dominated the geared scooter segment, accounting for nearly 40-45 per

cent of the scooter market in 2002-03. However, the company began to lose

market share with the decline in the geared scooter segment, with its share in

2007-08 falling to a mere 2 per cent. Meanwhile, Honda Motorcycle & Scooter India

Ltd (HMSI) has become the dominant player in the scooter segment over the last 4-

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5 years with a market share in excess of 50 per cent followed by TVS Motors at 22-

25 per cent.

Mopeds

Mopeds are generally preferred in urban areas. Also, there are not many players in

this segment with TVS Motors accounting for more than 80 per cent market share

over the past few years. With other players gradually discontinuing operations in

this segment, TVS Motors’s share grew to more than 95 per cent share in 2007-08.

Hero Honda is the leader with the maximum product launches and highest market

share of around 42 per cent followed by Bajaj Auto. Though the number of

launches for Yamaha has been high, the company has not been able to grab

significant market share. Further, players such as Suzuki and Kinetic Motors have

limited launches and marginal market share in the two-wheeler market.

Market Shares and Oligopolistic Nature

From the above figure we can interpret that more than 80% market share of the

two wheeler industry lies with the three dominant firms Hero-Honda Motors,Bajaj

Auto and TVS Motors. Thus the two wheeler industry is a differentiated oligopoly

with each player having differentiated products in the market.

This can be further substantiated by calculating the Herschman-Harfindahl

Index(HHI) of the two wheeler industry as explained in the below graph.

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Company History:

TVS Motors was started in the year 1978 by T V Sundaram

Iyengar. It is the first independent Indian company to establish its operations in

India. In 1982, TVS Motors collaborated with SUZUKI and formed an agreement for

15 years. As per the terms of the Collaboration, Suzuki agreed to furnish complete

technical information and know-how, trade secrets and other data . After this, the

company became a public limited company on 12th January 1984. The products of

TVS are:

APACHE RTR 150

APACHE RTF1 160

FLAME DS 125

FLAME SR 125

JIVE

STAR CITY

o STAR SPORT

WEGO

SCOOTY PEP+

SCOOTY STREAK

SCOOTY TEENZ

TVS KING

METRO

VICTOR GLX 125

VICTOR GX 100

STAR LX

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MAX 100

XL-SUPER(2 Stroke)

XL HEAVY DUTY(2 Stroke)

Global Plants:

TVS Motors have 4 plants across globe. Out of them 3 are situated in

India and 1 is in Indonesia. The plants are:

Plant at Hosur in Tamilnadu

Plant at Mysore in Karnataka

Plant in Himachal Pradesh

Plant in Indonesia.

Milestones: 1980- India’s first 2 seater 50cc moped TVS 50 was launched.

1984- TVS became first Indian company to introduce Indo-Japanese 100cc

motor cycles.

1994- TVS launched India’s first Indigenous Scotterettes, TVS Scooty, for

women.

1996- Introduced India’s first catalytic converter enabled motorcycle,

SHOGUN.

1997- Launched India’s first 5-speed motorcycle, the SHAOLIN.

2000- Launched Fiero, India’s first 150cc, 4-stroke motorcycle.

2001- Launched TVS Victor 110cc, India’s first indigenous motorcycle.

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2002- TVS became the world’s first two wheeler company to win the most

prestigious recognition in Total Quality Management-the Deming Award

2002.

2002- TVS wins Technology Award from Ministry of Science, Government of

India for successful commercialization of indigenous technology.

2004- TVS wins TPM Excellence Award from Japan Institute of Plant

Maintenance (JIPM).

2005- TVS launched its plant in Indonesia.

2007- TVS launched 7 new products and a plant in Himachal Pradesh at

Nalagarh.

2008- TVS bags two coveted IT Awards sep-2008 SAP ACE Awards 2008 and

Symantec South Asian Visionary Award.

TVS Motor Company Limited is the flagship company of TVS Group, the USD 4

billion group. The Group is the third largest two-wheeler manufacturer in India and

globally among the top ten, with an annual turnover of over USD 650 million.

Currently, the group has more than 30 companies and employs over 40,000 people

worldwide. With steady growth, expansion and diversification, it commands a

strong presence in the manufacturing of two-wheelers, auto components and

computer peripherals. They also have vibrant businesses in the distribution of

heavy commercial vehicles (HCV) passenger cars, finance and insurance. 1980 was

the milestone year for TVS when India’s first two-seater moped rolled out. It

ushered in an era of affordable personal transportation. Globally, TVS Motor

Company is the first two-wheeler manufacturer to be honored with the hallmark of

Japanese Quality – The Deming Prize for Total Quality Management. The Company

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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 300

thousand units a year.

The Q1 revenue in the FY-2010 grows by 41%. The company's revenues grew to Rs.

1392.96 crore in the current quarter ended June 2010 from Rs. 988.70 crore in the

quarter ended June 2009. Profit before tax during the quarter under review grew

151.8% at Rs. 50.47 crore compared to Rs. 20.04 crore recorded in the comparable

period of the previous year. Profit after tax in the current quarter grew 122.8% at

Rs. 40.38 crore from Rs. 18.12 crore in the previous comparable quarter. Total two-

wheeler sales of the company grew at 31.4 % in the first quarter of the current

fiscal at 4.6 lakh units compared with 3.5 lakh units in the corresponding period of

the previous year. Motorcycles sales grew at 31.5% to 2.04 lakh units in the

reporting quarter from 1.55 lakh units in the quarter ended June 2009. Scooters

grew substantially by 41.6 % registering sales of 0.96 lakh units in the current

quarter against 0.68 lakh units during the corresponding quarter of the previous

year. TVS Wego and TVS Jive are now available across India and have received

favorable response from the market; however the full volume impact of these

launches will be seen in Q2. Two wheeler exports registered 78.1% growth with

sales increasing to 0.57 lakh units in the current quarter from 0.32 lakh units in the

quarter ended June 2009. Three wheeler sales during the quarter grew by more

than 250% to 7979 units in the quarter ended June 2010 from 2223 units in the

quarter ended June 2009.

Our SIP is on the Scooty pep+ and Scooty Streak. Hence the main features of these

products are:

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Scooty Pep+(Rs 35,090/-) Scooty Streak(Rs 42,370/-)

90cc Lightech engine 90cc

Mobile charger socket Mobile Charger with glove box

Easy centre stand Easy Centre Stand

Hydraulic Shock Absorbers Tail lamps and Parking lights

95 kg External fuel fill

5 litres tank capacity

Puncher resistant tires

Table 1: Features of Scooty Pep+ and Scooty Streak

Marketing Mix

Marketing Mix Scooty Pep+ Scooty Streak

Product Scooty pep+ Scooty Streak

Price 35,090(Invoice) 42,370(Invoice)

Place All over India through 3500 All over India through 3500

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authorized dealers authorized dealers

Promotion Advertising, Campaigns,

Publicity

Advertising, Campaigns,

Publicity

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3CET Report on PIONEER TVS, Guntur

Company Customer

Competition

Technology Environment

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Company Profile

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Company:

TVS Motors have a wide network of 3500 dealers across India. PIONEER TVS,

proven to be a strong dealer by capturing most of the market in Guntur and

increased its sales volume such that it can compete with Chennai dealer, RAMKAY

TVS, which occupied first position. PIONEER TVS is also renowned as a top dealer in

the Andhra Pradesh region with high amount of sales in the state.

The showroom was opened in the year 1969 by Mr. Chukkapally Suresh at

Naaz Center. Within a short period of time it could gain a lot prominence and it was

able convince the customers of Guntur in the intended way and was able to

capture the market. Then it could open two more branches in Guntur. The list of

branches for PIONEER TVS is as follows:

PIONEER TVS, Head Office, beside Congress Office, G T Road, Guntur

PIONEER TVS, Branch Office, Lakshmipuram main road, Guntur.

PIONEER Automotives, Opposite Central Plaza, Naaz Center, Guntur.

The hierarchy is quite similar to all the organizations and there are several

departments which can be depicted as ‘SSS’ departments, as these are nothing but

Services department, Spares department and the Sales department and also

Finance Department.

Services Department: The Services department has the following responsibilities:

Has to take care of the servicing for all the bikes from TVS Motors.

There are servicing for new bikes and regular servicing for the old bikes For

the servicing to the new bikes there will not be any charge and the servicing

for old bikes will cost few amount.

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It is also the responsibility of the Services department for the timely and

efficient delivery of the bikes.

There will be coordination with the Sales department and the Spares

Department.

During servicing there will be need for some spare parts. Hence the Services

department will need the help of Spares Department.

The Services department needs the information regarding the bikes whether

it is newly registered and whether free service is applicable or not.

The hierarchy in this department will be Services Manager-Supervisors-

Mechanics.

Spares Department: The Spares Department has the following responsibilities:

It has to take care of all the spare parts of the all models and types of bikes

available and that are running in the market.

Parts procurement, Distribution and Stock Management.

Ware house management

Coordination with principal offices.

Initiating market studies and comparing the prices.

Coordinating with Services and Sales Departments.

Give the details of stock to higher officials day by day.

Giving the orders for spare part as per requirements of Services dept and

the customers and forecasting the future demand.

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Sales Department: The Sales department has the following responsibilities:

Recruiting and employing salesmen and fixing their compensation and

respective territories.

Training the salesmen in knowledge of the goods and in methods of selling

them.

Supervising and directing the sales activities of the men out in the field,

sending them letters and providing helpful information.

Preparing and furnishing equipment for salesmen in the way of samples,

sample cases, price lists, kits, portfolios, or whatever else may be

necessary, depending on the nature of the business and the product or

service sold.

Supervising and checking the expense accounts, route lists, detailed reports

and daily letters of the salesmen.

Determining sales quotas, providing bonuses and prizes, conducting sales

contests and special sales campaigns.

Preparing, or directing the preparation of, sales manuals, or salesmen's

handbooks, giving detailed information about the company, the products,

and the sales principles and methods involved in selling.

Cooperating with the advertising department by helping the salesmen

utilize and sell the company's advertising and aiding them to assist

customers to make use of advertising helps, and by obtaining reports from

the field concerning the reaction to the company's advertising and that of

competitors.

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Cooperating with the production department in the matter of qualities,

quantities, containers, packages, sizes and seasonal goods, and reporting

their reaction on dealers and consumers.

Making investigations of the products or offering to discover new uses and

new appeals to dealer or consumer.

Conducting, or arranging for, special market surveys and analyses of

territories with a view to discovering new markets for the goods or new

methods of developing old markets.

Apart from the above departments there is “Finance Department”

which looks after the finance services that are extended for the customers in

order to buy the product in easy installments. The following are the financiers

who extend finance to the customers:

Shri Ram Finance

Fullerton India

Pioneer Finance

HDFC

The various departments in the organization is monitored by the manager of the

organization and he s directed to report to the Managing Director Mr.

Chukkapally Ramesh. The hierarchy can be depicted in the form of a diagram as

follows:

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Product:Scooty Pep+ & its Features

The TVS Scooty Pep+ is a well popular Scooty on the Indian market by the

TVS bikes in India.

This is a sporty Scooty and it’s popular for its different types of features

but they are also effective too.

It has the lower weigh than any other company or the other Scooty model

of TVS Company.

With auto choke and economic power mode it becomes unparallel of

Scooty market.

This is the best sporty Scooty on Indian market people usually the women

like these scooties most. This bike also gives the facility to charge your

mobile on it and this is a kind of features what usually any Scooty does not

have.

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The TVS Scooty Pep+ has a different type of look what makes it more users

friendly. You can find many colors of it usually five at a time so choosing

any of those will be better to choose the perfect and likely Scooty.

You can even charge your mobile phone while riding on the Scooty. The

storage area has a better look and it has LED light on it to see everything

clear in the storage area. The speedometer of this Scooty is quite easy for

its users.

The overall exterior design of this Scooty is stylish, attractive and elegant.

The central design of this Scooty has extra leverage. And the shock

absorbers are hydraulic that means with these features this TVS Scooty

becomes unparallel.

The shock absorbers are powered by hydraulic system so you can control

this Scooty easily. The engine has a huge horse power of 5 and this is 90 cc

Scooty. The total seating capacity is for two people so you can get your

friend on your ride.

The height is low so it is quite easier for women of small height. Though

this is lighter than it looks like, handling this Scooty is easy for a woman.

The wheels of this Scooty 10” so it will give you extra facility so controlling

this TVS Scooty Pep+ is not a tough jobs this are so much easy.

This TVS Scooty Pep+ has a good comfortable seating and riding system

and the lights of it both headlights and backlights have some extra

ordinary design with full effectiveness so riding at night will not be a

problem.

The braking system of this Scooty is like the bikes braking system with all

modern features so you can feel safe with it. It can run 60 km/L at a speed

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of 60 kph. TVS is one of the leading bike companies in India and they

introduce many new bikes models India every year.

Scooty Streak & its Features

The TVS Scooty Streak is a latest model of TVS motor. When it first

launched the style of it was super. With the new technology the Scooty

Streak looks good.

Anything when is first launched those are not go with fully complete within

style, colors, performance and so one but these are begin to change day by

day.

One day it is possible to get the modern model of that creation. So the

Scooty Streak is developing with the modern technology.

There is a big collection of TVS bikes in India. The TVS company always

wants to have the big amount of their bikes and they also want sell those in

the Indian market. The motor companies are not in back position in India.

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They are increasing with the developed technology. In the past the

conversion of a bike was only a dream but those days are gone, with the

hard working and thinking they are beginning to overcome with their aim.

By this way there is situated the TVS bikes in India.

The Scooty Streak is the symbol of new bikes models in India. The looks of a

scooter are supplementary or fewer retained the similar as vital TVS Scooty

Streak. It will contain the same double stiff and that distinctive muzzle in

front too.

At rest Scooty Streak has a lot of skin texture to persuade the metro-sex

scooter provisions. The mobile steed would be one through a glove package

that’s big sufficient as well as lockable. Scooty Streak as well comes by way

of skid-resistant large categories, so driving on soggy and polished roads

also could be distant from fear.

TVS tweaked the upset assimilation and provided the Scooty Streak whole

aluminum absorbers to provide that bump-free journey on crater-filled

urban roads. You will be liked the seat contour construction and believe it

as single WOW characteristic in the latest TVS Scooty Streak.

Take a seat on it as well as let me identify if you didn’t obtain a feel of

meeting on a motorbike. Then the headlight is tweaked to provide it a

jagged look with the blinkers are currently triangle fashioned and seem as if

they are for new period; appealing cool.

The tail lights are fitted through LEDs, so your series is going to previous for

long for positive. Both of the mirrors are built-in into body-colored borders

so will contain extra appeal.

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The footboard is horizontal and comfortable. Nevertheless, you need to

obtain down if you contain to drive in the oil into TVS Scooty Streak like the

fuel container is put on stern side.

The various ways under which the company is promoting the

products are as follows:

Publicity

Advertising

Conducting Events

Scooty Driving Institute

Through the above means the company is able to create some product and

brand awareness and product awareness. This will help to boost the sales of the

products and will bring some loyal customers and gives a chance for the company

to expose the features of the product in a better way.

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Customers

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Customers :

Customers are very important in any business and they will play a big

role in determining the success of the business. Even their tastes and preferences

will also determine the sales of the product. The main part of selling a product will

start by identifying the target customers. Every product is not meant for everyone

and identifying the target group is must for any company. The target customers for

the Scooty pep+ and Scooty Streak are:

1. Girls of age group (16-24)

2. Working women

3. House wives

Scooty pep+ is targeted to the first time riders. Its weight, comfort,

engine cc and convenience will help the first time riders to learn the driving very

easily and get the expertise in driving. The tag line of the Scooty pep+ is “Every

girl’s first love”. Even the tagline defines the target group of the bike. This also

reveals the importance given to target group by the company.

Scooty Streak is targeted to girls, generally of age 18, working women

and housewives. The bike is comfortable to the ones who are good at driving. The

bike style and toughness also gives importance to the taste and preferences of the

target group.

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Competition

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Competitors

The major competitors for TVS motors in Scotterettes segment are Honda Activa,

Hero Honda Pleasure, and Mahindra Duro. Activa, being the major competitor

grabs a fair amount of market share. The product comparison is as follows….

TVS Scooty Pep+ TVS Scooty StreakTVS Scooty Pep+ Hero Honda PleasureHonda

Activa

CC & Power 90 CC Litech Engine

5 Bhp

90 CC

5 Bhp

102 CC

7 Bhp

102 CC

7 Bhp

Mileage on road (Kmpl)55 55 50 45

Kerb Weight (Kgs) 96 95 104 111

Suspension Synchronized

Suspension with

F -Ceriani type Cast

Aluminum Front

Shocks

R -Triple rated

Hydraulic

spring

Synchronized

Suspension with

F -Ceriani type

R -Triple rated

Hydraulic

spring

F -Bottom link with

Spring loaded

Hydraulic Damper

R – Spring arm

Loaded Hydraulic

Damper

F -Bottom link with

Spring loaded

Hydraulic Damper

R – Unit swing with

spring loaded

Hydraulic damper

Brakes F -110 mm

R -110 mm

F -110 mm

R -110 mm

F – 130 mm

R – 130 mm

F – 130 mm

R – 130 mm

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The market share, net capitalizations of these companies are as shown in the

following diagram:

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Model

Variant

Starting

Wheel Base

Tyre Size

wheel Type

[ - ] Fuel Efficiency

Fuel Economy

Fuel Capacity

Fuel Reserve

Fuel Type

Charging Duration

[ - ] Engine Specification

Engine Type

Displacement

Compression Ratio

Maximum Power

Maximum Torque

Cylinder Bore

Stoke

Ignition

Honda Activa

---

SelfStart KickStart

1238 mm

Front 90/100-10 53J ..

Front 90/100-10 53J Rear 90/100-10

53J

Alloy

52.2 kmpl

6 litre

---

Petrol

---

SingleCylinder AirCo..

SingleCylinder AirCooled OHC

102 cc

9.0:1

7.0@7000 BHP@RPM

7.85@5500 Nm@rpm

50 mm

52 mm

CDI

Tvs Scooty

Streak

Kick, Self start

1230

Front & Rear 90 x90

..

Front & Rear 90

x90 - 10"

ALLOY

40

4.7 lit

0.500

Petrol

---

4 Stroke, Single cyl..

4 Stroke, Single

cylinder forced air

cooled

87.8 cc

---

3.68 kW / (5 bhp) @

..

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[ - ] Dimensions

Length

Height

Width

Clearance

Saddle Height

Curb Weight

Total Weight

Carrying Capacity

Chassis

[ - ] Safety

Brakes

Suspension

[ - ] Drive Train

Clutch

Gear Box

1765 mm

1130 mm

715 mm

145 mm

760 mm

111 kg

---

---

Tubular Underbone

Front Drum, 130 mm D..

Front Drum, 130 mm Dia, Rear Drum,

130 mm Dia

Front Bottom link wi..

Front Bottom link with spring loaded

hydraulic Damper, Rear unti swing with

spring loaded hydraulic damper

---

Vmatic

3.68 kW / (5 bhp) @

6500 rpm

5.8 Nm @ 4000 rpm

51 mm

43 mm

Digital DC CDI

---

---

---

135

---

96

96

---

---

Front & Rear Drum

11..

Front & Rear Drum

110mm

---

Pivoted Clutch

Centr..

Pivoted Clutch

Centrifugally

Operated

Automatic CVT

with torque sensor

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Environment

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Environment:

Business cannot be done in vacuum; hence it is effected by

many sources. Generally, the environment of any business can be classified into:

Micro Environment

Macro Environment

The micro environment is a controllable environment and macro environment is

uncontrollable as it is effected by some forces that are external to the business.

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Micro Environment

The micro environment of any business is controllable because it effected by the forces within the organization and hence it is known as ‘Controllable Environment”. This environment consists of an integral part which is known as the “Internal Environment”. The forces that effect the internal environment are:

Men

Money

Machinery

Materials

The other forces of micro environment are:

Customers

Stakeholders

Suppliers

Macro Environment

The macro environment consists of all those factors that will effect the business externally. They will effect the business indirectly. These factors comprise of:

Political Environment Legal Environment Technological Environment International Environment Socio Cultural Environment

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Technology

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The Technology : Technology plays a key role in any business. It cannot be viewed that

technology replaces man power but reduces the effort of humans and increases the

productivity and efficiency. Due to many technological changes the impact of

technology increased and it began to stand as the winning edge for the companies

and gives competitive advantage to the company. Pioneer TVS is much influenced

by the technology. It uses an ERP program installed by the WIPRO technologies. It

played a key role for reducing the overheads and increasing the efficiency. TVS

Motors is known for technological breakthroughs. The products are also reflections

of new technologies. “Jive” is the best example for this which is the first automatic

clutch motor bike. It is also trying to come out with new look auto rickshaws in

Indian market.

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SWOT Analysis:

Strengths

Huge Sales network(3500 dealers)

Better Sales Service

Market Share

Brand Image

Debt Equity ratio is 0.1

Weaknesses

Most of the products are not suited for rural India

They have big gap between cubic capacities of its products

Reducing market share from few years

Cost of spare parts

Opportunities

Increasing demand for the gear less vehicles

Expansion of markets

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Threats

Strong R&D of the competitors like Bajaj, Yamaha, Honda, e.t.c.

The advancements of the vehicles of other companies are for better when

compared to TVS.

Business Objectives:

Scooty Streak Carnival is a program initiated in order to create some

awareness about the brand TVS Scooty pep+ and Scooty Streak. TVS Motors has

also started a driving institute named, “Scooty Driving Institute”. This institute is

started in order to teach driving and safety rules for driving for women. This costs

500/- per each woman and they will be taught how to drive the scooty on

company’s bike in a spacious ground within a week. In order to promote the

driving institute and the bikes this “Scooty Streak Carnival” is initiated. The target

customers for this program are young ladies and house wives. This program

consists of following tasks:

Campaigning at the colleges and the apartments.

Conducting some games and giving some gifts.

Test Drives for the students and the house wives.

Collecting information of the individuals at the campaign.

Formulating actions and identifying colleges and the apartments.

Getting permissions from the respective colleges and the apartments for

conducting the events.

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Weekly Targets:

The whole process is divided into weekly basis and the process

and the targets for each week are as follows:

Conducting the campaign at 3-4 colleges.

Distributing stickers along with leaflets to children in utmost 2 schools per

week.

Conducting the campaign in 2 apartments (only on weekends).

Collecting information of all the participants and saving them in excel sheets

along with their phone numbers.

Identifying the colleges and apartments for the next week and getting

permissions for them.

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PART-C

ORIENTATIAON REPORT

CONTENTS

1. Introduction

2. Topics Covered Under The Orientation Program

3. Branding Strategies

4. Analysis Of Past Activities

5. Planning For The Activities To Be Carried Out Further

6. Promotional And Advertising Campaigns

7. Situations Handling

8. Group Co- Ordination

9. Understanding Customers Of Different Segments

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Introduction:

The plan is to use a program, “Scooty Streak Carnival” in order to sell 4 bikes

per team member. “Scooty Streak Carnival” is initiated in order to create brand

and product awareness for TVS Scooty Streak and this act as a smooth platform for

the upcoming WEGO.

This programme comprises conducting events in colleges and apartments.

Most part of the program consists of conducting events in colleges. The

target customers in colleges are Intermediate girls and Fresher's in Engineering

Colleges and Degree colleges.

Carnival is conducted in apartments on every Saturday and Sunday.

The program is based on women and the children in the apartments. In

schools we distributed labels along with time tables and pamphlet regarding the

“SCOOTY DRIVING INSTITUTE”.

This is process is directed towards the mothers of the children who will get

information regarding the SCOOTY DRIVING INSTITUTE through the pamphlets

given to their children.

Apart from getting brand awareness this event will also help in creating some

publicity for the “Scooty Driving Institute”. This institute is a driving school for

ladies who wish to learn driving scooties. There will be some lady trainers who

assist the trainees in order to learn the scooties. The pay for this institute is Rs

500/- and this will be given as discount if they wish to buy a Scooty from TVS

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Motors. Hence this event can also be considered as publicity for the “Scooty Driving

Institute”. The plan is to use this program in order to sell 4 bikes per team member.

Topics Covered Under Orientation Program:

Detail history of TVS Motors.

Product knowledge about Scooty pep+ and Scooty Streak.

Target Customers of the Scooties.

Explanation about the event that has to be conducted.

Projecting the results of event to future sales

Corporate training.

Branding Strategies:

As the program is about creating brand awareness, the importance is

more for branding. The strategies for branding are as follows:

A demo tent covered with a banner which consists of brand names, Scooty

Streak and Scooty pep+, address of the showroom, Pioneer TVS and photos of the

brand ambassador, sania Mirza.

Individual banners showing the name of the event, “Scooty Streak Carnival”,

is used at the event venue.

Showcasing the bikes near the demo is also the part of branding.

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Also a banner giving the information regarding the “Scooty Driving Institute”

is a branding strategy.

The games that are conducted like cross words, finding the hidden words and

telling the features of the bikes is also the part of branding.

Even the t-shirts we wear at the event consist of brand names.

Analysis of the Past Activities:

The programme that is being taken up by our team is a new idea

blending innovative thoughts with the ideas of previous programmes that the

company is taking up regularly in its territories. At the orientation program, our

company guide, Mr. G. Naresh Kumar has given an analysis of past activities.

A presentation comprising of the information of all the past events that were

taken up was presented by the company guide.

Detailed analysis about the games that were conducted and that revealed

that the games are only about highlighting the features of the bikes.

This analysis helped us in creating new games like cross words and

identifying the hidden words which consists of names of all the products from TVS

Motors which helps in creating product awareness.

The past event also helped us to understand that the importance behind

entertaining the crowd at the event to make the event success.

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Planning For the Activities to Be Carried Out Further

After the orientation program is completed an action plan is prepared. In

order to complete the target, 22 colleges and 10 apartments were indentified. The

event was planned in such a way that the students and the people in the apartment

will not get vexed through this program. The plan regarding the games was taken

up and we charted out some games that will be entertaining as well as help us in

brand building.

Promotional and Advertising Campaigns

Advertising and promotion are two related marketing tools, both widely used in the

modern world. At first glance, it may be difficult to understand what exactly the

difference between advertising and promotion is, since they both use many of the

same techniques, and apply them for very similar ends. A few things differentiate

advertising and promotion from one another, including the scope of time involved,

overall cost, impact on sales, the purpose, and what kind of companies the

technique is suitable for.

Advertising has at its goal not only an increase in sales in the short- to mid-term,

but also a strengthening of the brand and image of the company and products, to

build long-term sales and consumer loyalty. Advertising is a costly endeavor, and it

can be months or even years before results are seen from a successful ad

campaign. As a result, measuring sales directly from advertising can be difficult,

although overall trends will of course be noticeable. Advertising is, as a result of its

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long-term agenda and high cost, best suited for large companies, or larger medium-

sized companies, which have the budget for comprehensive campaigns, and a

higher interest in building long-term sales.

Promotion, on the other hand, is a more short-term strategy. Although brand-

building may occur as a result of promotions, it is not the point. The only real

purpose of a promotional campaign is to build sales in the short term, either to

move a company back into the black, to build capital reserves for expansion, or as a

long-term strategy of constant promotional pushes to reach sales goals.

Promotions include things like two-for-one specials, coupons in the local or regional

paper, free samples, or special in-store events.

A Promotional Campaign by us in the name of “Scooty Streak Carnival” for a period

of 30-40 days in 22 colleges and 10 apartments. A advertising campaign is taken up

in “Radio Mirchi 98.3 FM”.

Group Co- Ordination

The work taken up was a team work. Hence group coordination plays a key

role in getting the things done. The various activities that are to be coordinated are:

Getting permissions from colleges and apartments.

Adjusting the dates

Preparing the soft copies of the data collected from various colleges and the

apartments.

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Collecting the photos of the event.

Understanding Customers Of Different Segments

In any business, the target customers are very important. Here, the

customers for Scooty pep+ and Scooty Streak will be of three segments:

College going girls, these customers need stylish look, comfort and

convenience. The tastes and preferences of these customers are dynamic.

Working Women, these customers concentrate a lot on the mileage, and

mostly compare the product with other brands.

Housewives, these customers concentrate much on cost and convenience.

Once they begin to believe in a brand the chances for shifting are low.

Targets/Task Set:

The internship comprised of conducting “Scooty Streak Carnival” in

various colleges and apartments and selling 4 Scooty Streak bikes worth 41,000 in

30 days. The “Scooty Streak Carnival” is started as part of brand awareness

programme and to boost the sales. The targets set are as below:

Conducting carnival in 22 colleges

Conducting the event in 10 apartments

Distributing labels in some schools in Guntur.

Selling 4 Scooty Streak bikes.

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Apart from creating brand awareness about Scooty Streak it is also part of our duty

to create publicity about “Scooty Driving Institute”

Strategies Adopted:

The various strategies adopted are similar in both colleges and

apartments. These strategies comprise of:

Conducting slow race and test drives.

Conducting 1 minute games.

Explaining all the features of Scooty Streak and ask conduct a competition on

the features.

Giving gifts and prizes for the audience present.

In apartments, some special games are also conducted for kids.

In the case of schools, the strategies are quite different when compared to schools

and colleges. In case of schools the target customers would be the mothers of the

students and hence labels are distributed to children along with a time table and a

pamphlet which consists of information regarding the “Scooty Driving Institute”.

Performance Analysis:

The target is to conduct to carnival in 22 colleges along with 10

apartments and some schools. The achieved target along with selling 4 Scooty

Streak bikes:

The target was to sell 4 Scooty Streak mopeds in 30 days.

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The achieved target is 4 Scooty Streak mopeds were sold in 30 days.

Achieved the target of conducting the event “Scooty Streak Carnival” in 22

colleges and the list of colleges is:

Abhudaya Inter College

Vignan Degree College Palakalur

Vignan Engineering College

NRI Inter College, Gardens

SIMS college

St.Joseph’s B.E.D College

Chalapathi Institute of Pharmaceutical Sciences

RVR & JC

Christu Jayanthi PG College

Mallineni Lakshmaiah Womens’ Engineering College

Yadava Junior College

Sri Gayatri Academy

KKR & KSR Institute of Technology & Sciences (KITS)

Sree Rama Commerce Academy

TJPS College

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GVR Womens’ Degree & PG College

Mallineni Pharmacy Colleg

Hindu Pharmacy College

Abyudaya Degree College

NRI Inter College, Lakshmipuram

VVIT Engineering College

Donbosco PG College

The target of conducting the event in 10 apartments is completed and the

activity is taken up only on weekends. The list of apartments is:

SITA HOMES

RAMA KRISHNA TOWERS

KEERTHI ENCLAVE

RISHI VALLEY

VENKATA RAMANA ESTATES

SWAMIJI APARTMENTS

RADHA KRISHNA TOWERS

MAHALAKSHMI TOWERS

GOLDEN HOMES

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YAGANTI TOWERS

The following are few schools in which are able to distribute labels. The list of

Schools is:

St. Joseph’s School

Sai Little Public School

Indian Springs

Sri Chaitanya Techno Schools

Sri Poojitha public School

G V K High School

Problems/Limitations/Constraints :

Natural Calamities

Bandh by TDP

Limited budget.

Learning in the Executive Training

o How to create awareness for a product.

o Approaching target customers

o How to expose the features of a product

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o Identifying target group

o Understanding the customer

Awards/rewards received during Executive Training

including earnings:

Received Rs.5000/- as stipend from PIONEER TVS, Guntur and words of

appreciation from our company guide.

Conclusion:

As part of our “SUMMER INTERNSHIP PROGRAM-2010”(SIP-2010), we

worked at PIONEER TVS and we took care about the promotional activities and

building brand awareness to the products, Scooty Streak and Scooty pep+. This

program helped us a lot in learning many things like how to create brand

awareness and the importance of creating brand awareness. This will also help the

company in many ways. This will increase the number of enquiries about the

product and will also increase the sales. This was used as a tool to convert the

latent market into potential market. These promotional programs will not have an

immediate effect on sales but in future the sales volumes will definitely increase

and help the company to capture the market.