PREFACE

This project report is on the “MARKETING STRATEGY OF

TVS WEGO’’.

Theories can be read but the perform it in the real life is different

experience will together. Management courses are designed to produce

future managers and unless you have practical knowledge the theoreti-

cal knowledge is not implicated. Hence this project is to give us the prac-

tical way of knowing how market behaves and reacts.

This is also in part fulfillment of BBA Degree.

MAYURI JAIN

BBA IV th Semester

ACKNOWLEDGEMENT Preparing a project of this nature is an arduous task and I was fortunate

enough to get support from a large number of persons I wish to express my deep

sense of gratitude to all those who generously helped in successful completion of

this report by sharing their invaluable time and knowledge.

It is my proud and privilege to express my deep regards to respected Principal

Sir Dr. J.P.N. Pandey, Head of Department Dr Anand Tiwari, Mrs. Shikha Urmil

Khan and Mr. Shailendra Patel Department of Business Management , Govt.

Autonomous Girls P.G. College of Excellence, Sagar, for allowing me to undertake

this project.

I feel extremely exhilarated to have completed this project under the able

and inspiring guidance of Mrs. Shikha Urmil Khan . She rendered me all possible

help and guidance while reviewing the manuscript in finalising the report.

I also extend my deep regards to my teachers, family members, friends and all

those whose encouragement has infused courage in me to complete the work suc-

cessfully.

(MAYURI JAIN )

B.B.A. IV th Semester

DECLARATION BY THE CANDIDATE

I declare that the project report titled“MARKETING STRATEGY OF TVS

WEGO’’. to prepare the marketing strategy and Advertisement is my own work

conducted under the supervision of Mrs. Shikha Urmil Khan, Department of Busi-

ness Management Govt. Girls P.G. College of Excellent, Sagar. To the best of my

knowledge the report does not contain any work which has been submitted for the

award of any degree, anywhere.

Name : MAYURI JAIN

B.B.A. IV th Semester

C E R T I F I C A T E

The Project report titled " MARKETING STRATEGY OF TVS WEG"has

been prepared the marketing strategy and advertisement by Miss. MAYURI

JAIN student of B.B.A. IV th Semester under the guidance and supervision of

Mrs.Shikha urmil khan for the fulfillment of the Degree of B.B.A.

Signature of the Su-pervisor

Signature of the Head of the Department

Signature of the Ex-aminer

INTRODUCTION

TVS moters has heated up the competition in gearless scooter segment in India by launching its innovative scooter TVS Wego. The scooter was displayed at Delhi Auto Expo 2010 along with TVS Jive. This can be termed as Male Scooty for Indian custom-ers. TVS Motors is dominating the scooty segment with its TVS Scooty Pep and the company is targeting the gearless scooter market with TVS Wego nowTVS Wego is powered by a 110cc air cooled engine that develops a maximum power of 8 bhp at 7500 rpm and delivers a top torque of 8 Nm at 5500 rpm. The engine is all-aluminium low-friction that promises greater mileage. TVS Wego has been launched with automatic gears that make easy riding for every one including man, women, old ones and adults. This unisex scooter TVS Wego has won Scooter of the Year 2011 Award, recently outplaying Honda Activa.The com-muter segment scooter, TVS Wego, is available in five stunning colours including silver, golden beige, black, dark blue and cap-puccino brown. The body colour is painted on front panel and side panels along with front mud-guard. But rear view mirrors and rear garb rail are not painted with body colour. Overall body is comes in steel and promises long life and less mainte-nance.The bolder style scooter, TVS Wego, has been blessed with front telescopic front fork and gas charged rear shockers. The headlamp of TVS Wego is possessing multi-reflector halogen type while the tail light are in LED mode with optical guides. The TVS Wego is designed with a lot of storage space under the seat and front side. The footboard comes in new design and with more space for leg and stuffs. The fuel tank is placed at rear side with visible tank-lid that ensure re-fuelling while sitting on the vehicle. TVS Wego is also packed with maintenance free battery

and mobile cum battery charger, good-looking instrument panel, light side stand and low-height driver seat.

ENGIN- The TVS Wego is equipped with a 110cc powertrain.The air cooled engine is all aluminium low-friction which promises higher fuel efficiency. The TVS Wego mill pumps out a maximum power of 8 bhp at 7500 rpm and develops a top torque of 8 Nm at 5500 rpm.The scooter comes with self and kick start options. TVS Wego is a gearless scooter and performance wise leader in class.It has got a telescopic front suspension and gas charged rear suspension. The TVS Wego sports standard braking system. It also loaded with 12 inch five spoke alloy wheels. It is devel-oped on body balance technology which ensure greater control, lower steering effort and maneuverability through optimum ve-hicle mass and mass distribution.

                                                     HISTORY    

 

 

 

 

 TV Sundram  Iyengar and Sons Limited operates  through  thethree  followingdivisions: Sundaram Motors Madras Auto Service 

 

TVS  and  Sons  distributes  Heavy  Duty  Commercial  Vehicles,Jeeps  and  Cars.  It  represents  premier  automotive  companieslike  Ashok  Leyland,  Mahindra  and  Mahindra  Ltd.,  Fiat  andHonda.  It also distributes automotive  spare parts  for  severalleading manufacturers. 

 

TVS &  Sons  has  grown  into  a  leading  logistics  solution  pro­vider and has  set up  state­of­the­art warehouses all over  the country.  

 

It has also diversified into distributing Garage equipment thatranges  from  paint  booths  to  engine  analysers  and  industrial equipment products. 

 

Lakshmi Auto Components Limited ­ Large OE supplier of two wheeler gears and camshafts.  

 

Lucas  Indian  Service  Limited  http://www.lucasindia.com/­  The  companylooks after  the distribution  of auto  electrical  components  allover India.   

 

Axles  India Limited  ­ A  joint venture with Eaton Limited, U.K.Manufactures  axle  housings  and  drive  heads  for  heavy  andlight commercial vehicles. 

 

Brakes  India Limitedhttp://www.brakesindia.com/­ A  joint venture with Lu­cas Automotive, U.K. Manufactures  foundation and hydraulicbrakes  as  well  as  other  products  for  automotive  and  non­automotive applications  

 

Harita Grammer Limited  ­ Manufacturer of automobile  seatsin collaboration with Grammer, world leader in the category.  

India  Motor  Parts  and  Accessories  Limited­  One  of  India'slargest distributors of spare parts.  

 

India Nippon Electricals Limited­ A joint venture with KokusanDenki, Japan. Involved in the manufacture of magnetos.  

 

Lucas TVS Limited­ A  joint venture with Lucas Industries, UK.Manufactures a  range of auto  electric  systems. Also developsand  produces  vacuum  pumps  and  gear  starters with HitachiLimited, Japan.  

 

Madras  Auto  Service­  India's  largest  retail  network  of  autospares. 

 

Southern Roadways Limited  ­ Giant  in  the  Indian road  trans­port industry, company operates largest parcel service all over South India.  

 

Sundaram  Brake  Linings  Limited  ­ First  Indian  company  to manufacture asbestos­free brake linings, woven clutch facingsand disc pads for automotive applications . 

 

 

 

SundaramFinanceLimited  http://www.sundaramfinance.com/­  Leading  con­sumer finance company in India.  

Sundaram Industries Limited­With a reputation built over fivedecades,  comprises  several divisions:  custom moulded  rubberproducts,  tyre  services and coach building. Also  specialises  inrefrigerated trucks and bunk beds . 

 

SundaramMotors  ­ Major dealers  for  Indian and  foreign carsin South India . 

 

 

 

 

Srinivasan Services Trust­ The SST (Srinivasan Services Trust),an  organization  initiated by  Sundaram Clayton Ltd  and TVSMotor Company Ltd for charitable purposes, has been promot­ing community development programmes  in Tamil Nadu, Gu­

jarat, Maharashtra and Karnataka.       MARKETING STRATEGY OF ‘TVS WEGO’  

 TVS is on a roll these days. The company's fortune multiplied  ever  since  it broke up with  its partner Suzuki  in  2001.  The  company  made  a  strong comeback  in  the  two  wheeler  market  with  TVS Victor  and  later  created  a  place  in  the  market through  TVS  Apache  motorcycle.  In  2011,  the company  has  entered  into  gear­less  scooter 

segment  with  the  high  profile  ,  high  decibel  launch  of  TVS Wego. Wego is a unisex scooter  with a engine capacity of 110 CC and priced around Rs 42,000. The brand directly competes with the market  leader Honda Activa. TVS has already built a strong  equity  in  the 60cc  scooterette market with  its market leading brand TVS Scooty. TVS Wego  is  in  the market at  the right time. The scooter market in India is growing at a scorch­ing  pace  and  dominated  by  one  big  brand­  Activa.  A  large growing market  dominated by a single player is always an at­tractive  option  . There  is always a  space  for a  second brand provided  it can offer a differentiated value proposition  to  the customer.   In  the  Indian  scooter  market,  the  competitor  is Honda and  it  is not an easy  task  to offer a value proposition that beats Honda. Many players have accepted defeat  in  this market  including  the  erstwhile  market  leader  ­  Bajaj  Auto. Hero Honda is another strong contender with its brand Pleas­ure which is mainly targeting the lady commuter. TVS has cre­ated a worthy challenger to Activa by  launching Wego. Going by the reviews, there is a general consensus that Wego will be accepted by the consumers. More importantly  , the brand was able  to  find  a worthwhile  differentiation  to  fight  the market 

leader. Wego was  launched at  the  right  time when Honda  is struggling to meet the demand for Activa. The long waiting pe­riod of Activa will  force many  customers  to  look  for alterna­tives and this offers tremendous opportunity for Wego. Wego is well  styled  and  adequately  powered  scooter  and  is  priced along the market going rate. The brand has found a unique dif­ferentiator   and has called  it Body Balance  . During  the Bajaj Chetak era, balance was a critical issue since the engine of Ba­jaj Chetak was placed on one side and caused considerable im­balance. Vespa which was  the competitor of Chetak was con­sidered  to be more balanced  since  the  spare tire was kept on the other side to balance the engine weight.  Although modern scooters like Activa and Pleasure doesn't seem to have such an issue,  the body balance  focus of Wego  seems  to be a relevant differentiator because balance have association with  stability and safety. The website of Wego explains  the body balance  in a detailed manner. Unlike  the other  scooters, Wego has a  front  inclined design  which  gives  better  stability  while  riding.  The  brand chose  this  feature as  its USP and  is going all out  to promote body balance as its USP. So the opportunity is right, the prod­uct has right features and has found a reasonable differentia­tion  and  the  next  critical  stage  is  to  communicate  the  value proposition to the consumers.Wego has really disappointed  in the  brand  communication  stage.The  television  campaign  of Wego is one of the worst ads that I have seen in recent times . One and only best thing about the ad is that it creates a strong association between  the brand and the Body Balance  feature. So  in  that  perspective,  the  ad  does  its  job.  But  on  all  other counts, be it creativity, execution , the ad is totally lost. The ad can be viewed once but not worth watching second  time.  My personal opinion is that  such features are best explained using 

a rational theme. Here  in this case, the brand has tried to use humor   and hyperbole  to convey  the concept of body balance and the viewer  is clueless about how this body balance works in practice.The counter argument would be that a normal user will checkout the website or showroom and find about the ex­planation  about  body  balance  and  the  campaign  is  just  to bombard  the  consumer with  this  term  .  So  to  be  fair  to  the brand, the ad works at some level but at the cost of refinement and creative execution. Unlike Hero Honda Pleasure, Wego has positioned  itself  as  a  unisex  scooter  for modern  day  couples. The entire communication is targeting couples  .  Wego can of­fer quite a challenge to Activa. Activa is currently struggling to meet the demand and the long waiting period can cause many customers  to  look  at Wego. Activa  recently  launched  a  print campaign  assuring  customers  of  speedy  delivery  once  they ramp up their operations. The success of Wego largely will de­pend on the performance of the product on road. The real cus­tomer reviews and word of mouth will be the acid test for this brand.  TVS Wego­ TVS Motors  is  expected  to  launch  "Wego" model in India which flaunts a metal outlined scooter with uni­sex fashioning. The super trendy automobile features a sturdy 110cc  engine  that produce maximum horsepower of 8bhp at 7500rpm and maximum force at 8Nm of 5500rpm. TVS Wego Scooter  is  proposed  for  smooth  and  comfortable  cruising across  the  Indian streets and  is complimented by a noise­free engine. It gives mileage of 50km/Litre and is accessible in dif­ferent colors ranging from golden beige to dark blue, cappuc­cino brown to silver, etc.  

TVS Wego Models with Technical Specifications. 

TVS Wego­ TVS Motors is expected to launch "Wego" model in India which flaunts a metal outlined scooter with unisex fash­ioning. The  super  trendy automobile  features a  sturdy 110cc engine  that  produce  maximum  horsepower  of  8bhp  at 7500rpm and maximum force at 8Nm of 5500rpm. TVS Wego Scooter  is  proposed  for  smooth  and  comfortable  cruising across  the  Indian streets and  is complimented by a noise­free engine. It gives mileage of 50km/Litre and is accessible in dif­ferent colors ranging from golden beige to dark blue, cappuc­cino brown to silver, etc.  

TVS Wego Models with Technical Specifications 

Model TVS Wego technical Specification 

TVS Wego Price 

TVS Wego Market Views 

TVS Wego 

Maximum horsepower: 8 Bhp @ 7500 rpm Maximum force: 8 Nm @ 5500 rpm Engine Displacement: 110cc Engine type: Air cooled with 110cc  Headlamp: 12V, 35W/35W Mechanisms: Automatic Wheel style: Alloys 12 inch alloy wheels Gas loaded rear shock proof Sleek outlined body LED Tail lamp with vis­ual prompters Glove console Twin city lights Exterior fuel load along with pivoted lid 

Rs. 45,000 TVS Wego altered the concept of city traveler biking in India. The manufacturer of Wego, TVS Motors became the one and only firm with a diverse range of Scooters after its launch.  

TVS Wego technical Specification  TVS Wego Price TVS Wego Market Views 

Repair free battery Mobile charger 

 

BOARD OF DIRECTORS 1.  VENU SRINIVASAN  CHAIRMAN & MANAGING

DIRECTOR

2. K.N.RADHA KRISHNAN PRESIDENT AND CEO

3.H.S.GOINDI PRESIDENT,MARKETING AND SALESH

4.HARNE AND VINEY CHANDRAKANT

PRESIDENT NPI

5.S.G.MURALI EXECUTIVE VICE PRESIDENT FINANCE

6.K.S.SRINIVASAN COMPANY SECRETARY

MARKETING STRATEGY OF TVS WEGO

With the battle for the third spot fought hard between TVS Mo-tors and HMSI, both the companies have pushed the ‘Launch’ button. After a gressive launches from Honda, TVS has en-sured that they do not left behind. With the clutchless wonder Jive, TVS has launched the 110cc unisex scooter Wego in Pune a few days back in a bid to make sure that the product reaches all major potential parts of the country.HMSI leads the scooter market with their omnipresent Activa followed by other similar models. Wego is a direct attempt at the largest selling Activa in a bid to regain the lost ground. We try to figure out

does the scooter has enough juice to dethrone Activa at the very First Look. Wego is powered by a 109.7cc air cooled 4 stroke

engine which is capable of producing 8PS at 7500 rpm and an equal amount of torque which peaks at 5500 rpm. These fig-ures seem comparable to the competition, a lot will demystify once we thoroughly test ride this machine. We will switch to

the various features TVS is banking upon. All Aluminum engine: Wego comes loaded with a noise free all aluminum low friction en-gine for a fuss free experience and lesser vibrations.

1. Forward Biased Center of Gravity: TVS has been ad-vertising this feature a lot.

As they say, the center of Gravity, which is one of the most important factors for stability of a machine, has been kept forward biased which would have needed a lot of technical expertise as it’s not easy to lessen the impact of rear mounted engine’s weight which is the single heaviest com-ponent of a scooter.

2. Telescopic Front shock absorbers: This is one feature we would advice all companies to adorn on their scooters. Tele-scopic shock absorbers are so much better than the conven-tional ones at providing a much needed respite to the rider’s spine.

3. Gas Charged Rear suspension: Wego becomes the first scooter in India to pay heed to and sport Nitrogen Gas charged suspension for the rear. As a combo (front and rear) it does make the scooter probably the best when it comes to rides on normal to broken roads. Middle aged men (and women) are you listening!

4. Large Tires: One thing which we really liked was the indus-try first 12 inch alloy wheels on this scooter. While these add to a lot of safety on the road they make the scooter stand out from the rest.

5. Aggressive styling: Look at it from the front and you would find a hard lined stance as if it were to prove a point forcibly on you. The bulging rear ending with a pointed tail adds to the overall styling.

6. Full Metal Body: Wego also comes equipped with a full metal body. Rest assured it would save a lot of your after sales spent money along with adding a lot of safety on the go.

7. External Fuel Knob: Similar to the Scooty Streak, Wego also has the rear mounted fuel knob so that you are saved of

the unnecessary extra hassle of getting down everytime you fill fuel.

8. Combo Charger: Now you can charge your cellphone on the go; a very handy feature which must make it to all other scooters as well.

9. Zero Maintenance Battery: Keeping pace with the competi-tion, Wego comes equipped with a zero maintenance 12V 4Ah battery which doesn’t need frequent looking after.

10. Patented EZ Center Stand: An innovation especially for the fairer sex, the patented EZ center stand requires lesser effort to mount the scooter on it. Now no more, in-a-hurry side stand niggles!

11. Combo Lock: One key does it all! The side panel lock opens up both the seat and fuel tank cap.

12. Under Seat Storage: Wego comes with a 15 liter under seat storage space which can store a full face helmet, documents, Pepsi cans and other handy loads. Not class leading but de-cent enough!

13. Claimed Mileage: TVS claims this bike to deliver close to 50kmpl of mileage on a mix driving of cities and larger roads.

14. Low Weight: The scooter tips at 105kgs on the scale which makes it an efficient machine for both the sexes to handle.

15. Vivid Color Options: Wego would be made available in 5 color options: Silver, Black (our choice), Dark Blue, Cap-puccino Brown and Golden Beige.

16. Wet Compound Tires: Wego also come equipped with wet compound tires which promise to be sticky even on wet roads.

That seems a lot of innovation and a very worthy attempt at the competition. TVS has kept the pricing of the scooter very competitive at 42,361 ex showroom Pune which is on 

the similar  lines of Activa. TVS plans  to sell 20,000 units for this scooter per month once the scooter has been made available all around the country.  Its evident that Wego has been made with a lot of heart and it clearly shows in the overall product. Now is it an Activa de-feater needs to be seen as sales progress. Look out for our rode test where we will talk about the scooter in depth. TVS isn’t exactly new to the gearless scooter segment, with Scooty and its variants, the Pep, pep+ and the streak all stand

testimony to the companies experience in this field, with almost endless waiting periods for the current market leader, the Honda Activa, it was inevitable that TVS would come up with a rival against the Japanese giant.

We take a close look at the machine and wonder if this two – wheeler has what it takes to grab the hearts of prospective scooter buyers. The Wego was first launched along with the Jive back in November 25, 2009, TVS claimed to have spent a whopping 50 crore developing this machine which is designed and marketed to be family friendly unlike the Scooty which was for the Ladies. Priced slightly higher than the competition by about 1000Rs, the Wego has plenty of features worth mention-ing along with the good looks. Looks and Features: The styling is best described in one word ‘Edgy’, it features muscles and curves all around its metal body with sharp looking indicators just like on the Scooty streak and the white color that seems to have been lifted straight from the RTR 180, its far from the conservative design language of the Activa and the Duro. On closer inspection of the Wego, TVS’s trademark attention to detail in the design can be seen,

take for example the air vent below the seat, while most designers would be happy to go ahead and put two holes there, TVS has given the Wego a cool looking transformers-logo-style air vent, complete with a plastic mesh. The tail lamps, they may seem ordinary but the three inverted-U shaped optical tubes is almost identical to the tubes used on BMW cars to light up their brake lights and corona rings. The very well done stitching on the rear seat and the design of the rear grab rail both speak volumes about the effort that has been put into the creation of this scooter, even under the seat there were no wires, imperfections or mechanical bits visible, the key too followed the same tradition with a new fob design

that makes it look like it was of a car. The 12” inch silver alloy wheels with its unique design also helps to set this bike apart from the crowd. Overall, the Wego definitely looks more stylish than the Activa but might not go down as a good looking ma-chine with everyone out there, particularly the older crowd; it seems to suit a younger buyer with its energetic lines. Looks aside, on the features front, the bike does have quite a lot to offer, firstly it features an all metal body which is different to the Scooty’s which features a fibre shell, the metal ensures longer life, stability due to the added

weight, and durability in the event of bumps and dents, there have also been two patented features on the Wego, one is the EZ Stand, this is a spring

operated stand with a long kick lever, its designed and posi-tioned in a way that makes it amazingly easy to put the bike onto the centre stand, on testing it we found that it takes less effort, to place the bike on the main stand, than lifting a bag of rice provided the kick lever was firmly pushed to the ground,another patent has been applied for TVS’s Body Bal-ance Technology, more about this in the Handling section, this technology is a mix of components that enable the rider to have maximum steering ability and maneuverability in traffic or at cruising speeds. The Wego also features 12 inch alloy wheels for both front and back which is fitted with newly designed TVS Tyres. The scooter features twin telescopic front shock ab-sorbers and a gas filled rear spring.

There isn’t any disc brake option for the bike and it features drum units for both front and rear. Another interesting feature is the integrated front storage compartment, this compartment isn’t an add – on accessory that seems to have been bolted into place

like on the Activa, it is part of the standard package, the fuel lid is positioned right behind the seat and can be opened by insert-ing a key on the left rear side of the bike, turning the key to the right opens the fuel lid and the key can be turned to the left to open the seat. Other features include a hook beside the ignition key slot for hanging bags or groceries weighing less than 3 Kg’s, an op-tional under seat 12V socket for mobile charging and an illu-minated key ring. Engine Performance and Drivability: The engine onthe Wego is an all new, all aluminum unit designed with two key principles in mind, low noise and less friction. On

paper, it is a 109cc engine that produces 8.1 Bhp of power. The same basic engine was also featured on the Jive, TVS’s ‘no tension bike’. On the test bike I was given the battery was dis-connected since it had just arrived from the factory. So the only option was to kick start it. I put it into the main stand and kept kicking it, on the third kick, the lever went all the way down without any resistance and got me worried for a second, it’s only when I touched the seat that I felt that the engine was on, this wasn’t a noisy place at the centre of town, it was a show-room on the side of a deserted highway at noon, and still the si-lence of the engine really made an Impression As I got on the highway, accelerating at full throttle, I remember a smile being put on my face by the scooter as I went on with the journey, there was an eerie silence about the engine, it literally felt like the Wego was running on butter instead of petrol, the engine was that smooth and quiet, yet, TVS doesn’t mention this re-markable characteristic in any of the ads of the Wego, the company seems to be following a policy of ‘Promise less, De-liver more’. Riding without a pillion, I felt that the scooter had a decent level of pickup and acceleration; it was really hard to compare it to my friends Honda Activa I rode later that day simply because of the lack of engine noise. In an Activa, on hard acceleration, the engine purrs audibly and the acceleration can really be felt and due to the lack of

the rev counter, the engine noise can help in judging how fast the bike is accelerating in relation to the speed, but on the Wego due tosuppressed sound, all there is, is the feeling of gliding along, slowly getting faster and faster. Hence, in terms of a real world comparison of the two scooters, the

Activa felt slightly faster, this might be due to psychological

factors or because of the fact that TVS has tuned its scooter for better mileage than the rest. In the cities too, the engine feels stress free and ready to move at every twist of the throttle, with the ambient noises in city areas, it felt like driving an electric scooter around. Overall, in the engine and performance de-partment, the Wego was impressive, not for its power, but for its amazing refinement, I honestly have yet to come across a bike or a scooter that has an engine that feels so pure and so smooth. With almost zero noise, there’s no doubt that it’s a job well done by TVS. Ride, Handling and Ergonomics: The initial part of the test session covered deserted highways which had a glass like smoothness to them, needless to say, the bike felt rock solid on these roads, it was without a doubt, nimble and sporty, requiring nothing more than a slight twist of the hip to lean the bike, the bike did have great lean angles but the centre stand was always eager to touch the ground when turning to the left. At cruising speed, the Wego can take turns like a bee and is quite fun to ride too, but our Indian roads in general are far from glass-smooth so I found a path of bumpy inner roads to give the suspension a good work out.12” wheels are standard at both the front and rear and also, the front end sports dual tele-scopic arms and the rear houses a single gasfilled shabsorber, though the rear suspension took every bump and pothole with smiles, the front suspension was quick to transmit some of the bumps onto the handlebars, it wasn’t the most pleasant experi-ence having my hands shaking like it was on a tractor engine while going through some rough patches. But, the rear felt really comfortable, the seat, though it seems flat, is actually curved well once a rider sits on it and is also soft, this added to the ride quality of the scooter and made up for the hard front end. To be honest, with the 12” wheels, I had expected a little more. But things started to get into the right perspective once I

started using the brakes really well, the Wego, on hard braking, felt just like a two wheeler should feel, planted and secure. The front end dives in well and gives a great amount of feed-back about the level of grip on the tires; this was more bike – like and did not feel awkward even when the front brakes were tried on a patch of mud. It feels predictable and safe on brak-ing despite the use of drum brakes. The 12” wheels also added to the feedback of the whole setup. Rubber quality, to say the least was good and it definitely felt a lot better than the ones used on the Scooty but not quite up to Activa standards. Speak-ing of the Wego’s braking in comparison to the current market leader, Activa, its almost entirely different, the Activa features a bottom link, spring loaded hydraulic damper at the front, on the road this meant that the front of the bike actually rises up on applying the brakes, which can feel odd and also unpredict-ableon muddy roads, this issue is non-existent on the Wego

since it uses the bike-like telescopic Suspension System. In the city though, TVS’s ‘body balance tech’ made its presence felt, with the least amount of effort required to flick the bike in and out of traffic, and roads. this technology, in my opinion consists of the 12″ wheels, telescopic suspension in front,

the comparatively higher ground clearance and a well imple-mented front – rear weight distribution. The good brakes on the scooter also lent a bit of confidence for taking it around at above average speeds. Overall, in the handling department, the bike felt refreshing; it was sporty, nimble, predictable and con-fidence inspiring, at the cost of being slightly bumpy on bad roads. Not bad at all. The Verdict: The Wego is definitely an impressive machine; it’s got some really appealing looks espe-cially in that White color, sporty handling, good ride comfort, lots of storage space, mileage, and best of all, refinement. This scooter, without a doubt goes into my books as the quietest two wheeler I have ever ridden. Looking at the scooter segment from a business point of view, the Activa led the market due to its very conservative and simple looks which appealed to every-one from youngsters to adults, the Wego, though has a more energetic styling, one that the younger buyers would love and the older customers may loathe. On the whole it’s a welcome addition to the 110cc scooter segment. With the level of refine-ment and class that TVS has managed to cram into this little scooter, we wouldn’t be surprised if the Wego took a big bite into the pie, the Activa had all to itself. The very well done stitching on the rear seat and the design of the rear grab rail

both speak volumes about the effort that has been put into the creation of this scooter, even under the seat there were no wires, imperfections or mechanical bits visible, the key too followed the same tradition with a new fob design that makes it look like it was of a car. The 12” inch silver alloy wheels with its unique design also helps to set this bike apart from

the crowd. Overall, the Wego definitely looks more stylish than the Activa but might not go down as a good looking machine with everyone out there, particularly the older crowd; it seems to suit a younger buyer with its energetic lines. Looks aside, on the features front, the bike does have quite a lot to offer, firstly it features an all metal body which is different to the Scooty’s which features a fibre shell, the metal ensures longer life, sta-bility due to the added weight, and durability in the event of bumps and dents, there have also been two patented features on the Wego, one is the EZ Stand, this is a spring operated stand with a long kick lever, its designed and positioned in a way that makes it amazingly easy to put the bike onto the centre stand, on testing it we found that it takes less effort, to place the bike on the main stand, than lifting a bag of rice provided the kick lever was firmly pushed to the ground,another patent has been applied for TVS’s Body Balance Technology, more about this in the Handling section, this technology is a mix of com-ponents that enable the rider to have maximum steering ability and maneuverability in traffic or at cruising speeds. The Wego also features 12 inch alloy wheels for both front and back which is fitted with newly designed TVS Tyres. The scooter fea-tures twin telescopic front shock absorbers and a gas filled rear spring. There isn’t any disc brake option for the bike and it fea-tures drum units for both front and rear. Another interesting

feature is the integrated front storage compartment, this com-partment isn’t an add – on accessory that seems to have been bolted into place like on the Activa, it is part of the standard package, the fuel lid is positioned right behind the seat and can be opened by inserting a key on the left rear side of the bike, turning the key to the right opens the fuel lid and the key can be turned to the left to open the seat.

Other features include a hook beside the ignition key slot for hanging bags or groceries weighing less than 3 Kg’s, an optional under seat 12V socket for mobile charging and an illuminated key ring. Engine Performance and Drivability: The engine on the Wego is an all new, all aluminum unit designed with two key principles in mind, low noise and less friction. On paper, it is a

109cc engine that produces 8.1 Bhp of power. The same basic engine was also featured on the Jive, TVS’s ‘no tension bike’. On the test bike I was given the battery was disconnected since it had just arrived from the factory. So the only option was to kick start it. I put it into the main stand and kept kicking it, on the third kick, the lever went all the way down without any re-sistance and got me worried for a second, it’s only when I touched the seat that I felt that the engine was on, this wasn’t a noisy place at the centre of town, it was a showroom on the side of a deserted highway at noon, and still the silence of the en-gine really made an Impression As I got on the highway, accel-erating at full throttle, I remember a smile being put on my face by the scooter as I went on with the journey, there was an eerie silence about the engine, it literally felt like the Wego was

running on butter instead of petrol, the engine was that smooth and quiet, yet, TVS doesn’t mention this remarkable characteristic in any of the ads of the Wego, the company seems to be following a policy of ‘Promise less, Deliver more’. Riding without a pillion, I felt that the scooter had a decent level of pickup and acceleration; it was really hard to compare it to my friends Honda

Activa I rode later that day simply because of the lack of engine noise. In an Activa, on hard acceleration, the engine purrs audibly and the acceleration can really be felt and due to the lack of the rev counter, the engine noise can help in judging how fast the bike is accelerating in relation to the speed, but on the Wego due to the suppressed sound, all there is, is the feeling of gliding along, slowly getting faster and faster. Hence, in terms of a real world comparison of the two scooters, the Activa felt slightly faster, this might be due to psychological factors or be-cause of the fact that TVS has tuned its scooter for better mile-age than the rest. In the cities too, the engine feels stress free and ready to move at every twist of the throttle, with the ambi-ent noises in city areas, it felt like driving an electric scooter around. Overall, in the engine and performance department, the Wego was impressive, not for its power, but for its amazing refinement, I honestly have yet to come across a bike or a scooter that has an engine that feels so pure and so smooth. With almost zero noise, there’s no doubt that it’s a job well done by TVS.

OBJECTIVE OF THE PROJECT

The main objective of project is to prepare the marketing

strategy and Advertising of TVS Wego are as under :-

• To know availability and durability of the product and ser-

vices of TVS Wego .

• To know whether products are feasible.

• To know about best quality of TVS Wego.

• To know about very good services of TVS Wego.

LIMITATION

As said a basic research was conducted at the company to en-

ables the company to assess how far the customers are satisfied

with product and services of TVS WEGO.During the course of

the study the following limitations were observed:

(a) The method will be unsuitable if the number of persons to be

surveyed is very less as it will be difficult to draw logical con-

clusions regarding the satisfaction level of customers.

(b) Interpretation of data may very from individual depending on

the individual understanding the product features and services

of the company .

(c) The method lacks flexibility.In case of inadequate on incom-

plete information the result may deviate.

(d) It is very difficult to check the accuracy of the information pro-

vided.

(e) Since all the products and services are not widely used by all

the customers it is difficult to draw realistic conclusions based

on the survey.

SUGGESTIONS

The following suggestions are offered to the TVS WEGO

:-

1. As the TVS WEGO thus company should launch effec-

tive promotional.

2. Wide advertisement showing utility of their product and

features of their product should be made.

3. Company may offer gifts scheme from time to time so

that he product may attract the masses.

4. The company should lower the price

5. The company should come up with attractive advertising

plants.

6. The company should improve its distribution network.

7. The company should also think and implement some public relation programme.

C O N C L U S I O N

1. Customer's priority is on the price, mileage, and look

while purhasing TVS WEGO. They are not much af-

fected y promotional programs.

2. Dealers expect some promotional schemes/ offers from

the company.

3. There are many promotional offers available to the cus-

tomers like:

Company hired many cricketers and actors

for promoting the product.

BIBLIOGRAPHY

• Marketing Management by Sir Kotler Philip

• Marketing Research by Sir Sharma D.D.

• Websites :

o Www tvs wego .com

o www.google. Com

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ADVERTISING OF TVS WEGO