tvs project report

8/11/2019 tvs project report

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ACKNOWLEDGMENT

I would like to express my gratitude towards Mr. Nitin

Sharma, ( Area sale manger, TVS Motors pune) who gave me theopportunity to work for TVS Motors as a summer intern. This projecthas provided me with valuable insights in practical aspects ofthe two - wheeler marketing. I take this opportunity to expressmy sincere gratitude to Mr. Mukund Vandre ( Sale century manger)& Mr. Vaibhav Devkar (Authorized Dealer, Manger) for theirvaluable inputs and guidance. I hope that TVS motors are

benefited from the inferences, conclusions andrecommendations made by me in this report.


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AUTOMOBILE INDUSTRY

Indian automobile industry has grown leaps and boundssince 1898, a time when a car had touched the Indian streetsfor the first time. At present it holds a promising tenth positionin the entire world with being number two in two wheelers andfourth in commercial vehicles. With standing a growth rate of18% per annum and an annual production of more than2million units, it may not be an exaggeration to say that thisindustry in the coming years will soon touch a figure of 10million units per year. Besides a steady growth in India's fiscalsystem, the expansion of Indian middle class has also played amajor role in drawing the attention of international automanufacturers 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 globalauto industries such as Japan, Europe and US have triggeredthe influx of new conglomerates along with huge capitalinvestments in the sector.


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INDIAN TWO-WHEELER INDUSTRY

India is the second largest producer and manufacturer of two-wheelers in the world. Indian two-wheeler industry has got spectaculargrowth in the last few years. Indian two-wheeler industry had a smallbeginning in the early 50's. The Automobile Products of India (API)started manufacturing scooters in the country. Bikes are a majorsegment of Indian two wheeler industry, the other two being scootersand mopeds. Indian companies are among the largest two-wheelermanufacturers in the world .Hero Honda and Bajaj Auto are two of theIndian companies that top the list of world companies manufacturingtwo-wheelers. Foreign collaborations have been playing a major role inthe growth of the IndianTwo-wheeler market, and most of them are Japanese firms. Themodern two- wheeler firms in India have been manufacturing newcategories of two wheelers such as Step- Through and scooters. Thesehave been produced by combining two or more two-wheelersegments. Foreign firms have already taken initiatives to own theirtwo-wheeler subsidiaries in India. The two-wheeler market wasopened to foreign companies in the mid 1980s. The openness ofIndian market to foreign companies led to the arrival of new models oftwo-wheelers into India. Easy availability of loans from the banks,relatively low rate of interest and the discount of prices offered by thedealers and manufacturers lead to the increasing demand for two-wheeler vehicles in India. This led to the strong growth of Indianautomobile industry. Kinetic Honda was introduced in the Indianmarket during the mid 80s. The main feature of Kinetic Honda was its


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ease of use. This helped the youngsters and the women to buyscooters Major players in the 2-wheeler industry are Hero MotorsCorp., Bajaj Auto Ltd (Bajaj Auto) and TVS Motor Company Ltd (TVS).

The other key players in the two-wheeler industry are Yamaha MotorsIndia Ltd (Yamaha), Royal Enfield Ltd (REL) and Honda Motorcycle &Scooter India (P) Ltd (HMSI).


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CURRENT MARKET SCENARIO

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


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EXECUTIVE SUMMARY

The summer training that we do is to get an experience of howthe corporate world functions and how the theory is different from thepractical aspects of the industry. For the same purpose I got anopportunity for my training at TVS Motors in the Sales promotion andSales department.TVS has been at the forefront in bringing a revolution in the waypersonal commutation was happening, way back in the 1980s.Beginning with launching a simple, easy-to-use scooters for the middleclass in India in the 1980s to launching 7 new bikes in a single day (firsttime in the history of the automotive industry in the world), TVS hasoften taken the unbeaten path to innovation. With the customer beingtheir main focus of all the activities my projects were majorlyconcerned 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.


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Task undertaken

Promotional EventsPune has a large market for two-wheelers and in order to exploit this,TVS Motors carry out various promotional events in different area ofPune . In these along with other interns we use to set canopys byroadside displaying various TVS scooters, distribute pamphlets andgenerate enquires.

SalesIn sales I had to attain the costumer who use to come in showroomfor choosing vehicles. I had to explain them about features of vehiclewhich they want to or will to buy. I had to guide them in process ofpurchasing and document needed.

Feedbacks callsI use to call those customer who had come early to choose TVSproduct but dint came up again. I use to note down there problem orother reasons for their delay in choosing their vehicle.

Consideration and non-considerations callsIn these I was given consideration form and non-consideration form. Ihad to make call to those customer who were using TVS vehicle andalso those customer who were not using. There were different type ofquestion in those form which I use to ask customer and note downthem.


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Society Activity

In these activity I was been told to find 10 society where there will bemore than 100 apartments. I use to contact the chairman or person incharge of the society and take permission to put canopy in theresociety area and display TVS vehicles. Through these we had to createawareness among the society people.

CSR activity and Promotions

(Shiksha Ek Nayi Soch)

CSR means Corporate Social Responsibility its activity with a thoughtShiksha Ek Nayi Soch, where everyone are asked to donate their pastyear book, text books and notebooks which further pass to needystudent who are not able purchase those book or student from ruralarea 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 TVSabout their CSR activity. We were given TVS vehicles on which we hadto carry out rally were we use to inform people about shiksha-ek nayisoch and also we use to give them demo ride on TVS vehicles if theywish for it. We also distributed pamphlet about Shiksha. We had tonote down customers name and contact number who is willing to buyTVS vehicle or those who wanted to exchange their old vehicle with

TVS.


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TVS Motor Company Limited CompanyProfile

TVS Motor Company, the flagship company of the TVS Group, isIndias third largest two-wheeler manufacturer and one among the topten in the world. The TVS Group was established back in 1911, whenthe founder of the company,Shri T V Sundaram Iyengar created an enduring business, led by afamily 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'sleading player in the automobileand automotive components industries. The group has 30 companiesemploying a workforce of around 40,000 people. TVS Motor Company is the largestamong the group

companies in terms of size and turnover.Today, TVS Motor Company has,o 4 manufacturing plants (Hosur in Tamilnadu, Mysore in Karnataka,Nalagarhin Himachal Pradesh India and Karawang - Indonesia)o 16% market share in the two-wheeler industry in Indiao Product offerings in all segments of the two-wheeler industry in India

o Product offerings for the three-wheeler industry in Indiao More than 15 million customerso Products exported to more than 50 countries worldwideLeading from the front, the Chairman of TVS Motor Company,Mr.Venu Srinivasan, has won


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many laurels for the company. The most recent awards conferred onhim, while being headof the Confederation of Indian Industries include the Honoris Causa

Doctor of Science(D. Sc.) for his outstanding contributions in the field of QualityMovement and ManufacturingExcellence, the distinguished civilian honour Order of DiplomaticService Merit (Heung -InMedal) conferred by the President of the Republic of Korea, HisExcellency Lee Myung-bak

in recognition of his valuable contribution in promoting Korea-Indiabilateral relations and theprestigious honour by the President of Indian with the Padma Shriaward for his valuable andoutstanding contributions in the field of Trade and Industry. The JRDTata Corporate, TheStar of Asia award by Business Week, The Jamshedji TATA Lifetime

Quality AchievementAward, Emerging Corporate Giant - Times & Harvard Business SchoolAssociation are someof the other high-profile awards bestowed on him.Resilience, can-do attitude, indomitable spirit to continuously betterindustry norms, doingbusiness with a human touch and putting customers at the forefront

are some of the salientfeatures that best define Team TVS.Driven by technology and innovation at the helm, TVS Motor Companyboasts of a rich talent


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pool, manufacturing facilities that conform to world class standardsand constantlyemphasizes a strong commitment to ensure best practices. The

Company has been acompetitive player, constantly challenging industry standards andcreating revolutionaryinnovations. Take for example the many firsts that the Company hasbeen credited with,such as the deployment of a catalytic converter in a 100 cc motorcycleor even the first four

stroke 150cc motorcycle; both premiered from TVS Motor Company.Also, there is theApache, which in 2006 became the first Indian motorcycle to win sixprestigious awards in arow and that too, immediately on being launched.The companys penchant for quality result ed in it becoming the firsttwo-wheeler

manufacturer to win the coveted Deming Award in 2002. The year2007 also proved to be aspecial one for the Company as in that year; it became the first Indianautomobilemanufacturer to roll out as many as seven new products on a singleday, a testimony tomanufacturing prowess. TVS Motor Company is committed to achieve

total customersatisfaction through excellence in quality, its management philosophybeing based on fivepillars of TQM (Total Quality Management). Quality awarenesstherefore percolates through


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the entire organisation from new product development to after salesservices.The current product portfolio of the company comprise of motorcycles

including TVS StaR inthe economy segment, TVS Flame in the executive segment and TVSApache RTR inperformance segment. TVS Scooty Pep+, TVS Scooty Teenz, TVS ScootyTeenz Electricand TVS Scooty Streak make up the scooterette segment while XLSuper and Heavy Duty

form the mopeds segm ent. The company recently launched Indiasfirst clutchlessmotorcycle, TVS Jive along with an automatic metal bodied scooterTVS WEGO thereforeoffering consumers a comprehensive product portfolio.TVS Motor Company is renowned for its human resourcemanagement. The principle of

Total Employee Involvement (TEI) that the company employs, givesequal opportunity toeach employee to create a promising career path. Employees getexposure to various skilldevelopmental aspects like Cross Functional Teams (CFT), SupervisoryImprovementTeams (SIT), Quality Control Circles (QCC) among various others.

Specific care is taken toensure the creation and maintenance of an incomparable workingenvironment withemployee welfare at the focal point.


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TVS Motor Company believes in going beyond the product andreaching out to people. Itvalues customers and their expectations. In fact, it is this attribute that

has inspired thecompany to innovate with concepts like 99 colours for TVS ScootyPep+, balancing wheelsfor first-time scooter riders and among many others, racing technologyin the Apache RTRfor performance lovers. This has resulted in the company enjoying abase of more than 15

million satisfied customers.Constant innovation has led to regular setting of new benchmarks tomeet fresh challengesand customer requirements. While adopting new technologies andprocesses, there is theever 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 amanufacturing facility inIndonesia, which caters specifically to the Indonesian and ASEANMarkets. PT TVS MotorCompany 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 50countries in Asian, Africanand Latin American Continents and will enter more internationalmarkets in due course. In


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India, the company functions through a strong network of sales,service, authorised servicecenters and other certified service points.


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PRODUCT DETAIL

TVS JUPITER

TVS Jupiter has a large name, in fact it is the name of the largestplant, yet it is contradictive in looks and is very compact. The looks of

this scooter is stunning with new added features and cosmeticenhancement. The Jupiter produces immense power and ensuresgreat performance with the 110cc single cylinder air-cooled engine. Amore than average mileage of 62 kmpl in the Eco Mode is goodenough for long rides. Most people prefer scooters these days even for


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long distance travel because of the comfortable seats, ample storageand so on. Some use scooters in place of bikes as that is what the trendis all about. Whatever may be the reason, fact is that Jupiter has made

a distinct place in the competitive market and is topping the scootersegment.

TVS Jupiter is equipped with an 110cc single cylinder air-cooled enginethat gives out a power of 8 bhp at 7500rpm and 8Nm at 5500 rpm.This scooter was basically launched keeping all the male consumers inmind, hence the features are sturdy and gives out good performance.

Transmission type on this scooter is of V-matic type and it does notcome with any gear function, it just comes with a Manual Gearbox.


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TVS WEGO

TVS WEGO is the gearless bike launched by the company tocompete many famous brands like Activa, Vespa etc. The built is quitesleek and light with high rigidity under bone type chassis and a groundclearance of 150 mm. It is available in some very catchy colors and isone way to attract the young crowd towards it. This model basicallycomes in 2 variants TVS WEGO Drum and TVS WEGO Disc with bothgiving a mileage of 51 kmpl. The difference between the two variants isvery clear by their names itself. The Disc version is basically providedwith optional disc brakes and hence the name! The in line telescopicand the hydraulic damper offer a good front and rear suspension sothat you always feel a smooth ride no matter what the road conditionsare. The only dar k point spotted for this bike is that its quite pricey forthe majority of the Indian market.


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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 promisesto 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, selfand kick start also offers a good flexibility to the driver. The fuel tankfor this bike is 5 litres with 1.5 litres as the reserve. As mentionedabove, the overall fuel efficiency is 51 kmpl and overall fuel efficiencyrange is 255 km.


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TVS SCOOTY PEP +

Scooty in India is synonymous with light, low-powered bikes. Thatmeans if you are looking for a small, light, cheap bike to run errands, orgift your girl or wife, you are looking in the right direction. It is all thatand with the new graphics, a bit more. You would do yourself no greatfavours if you choose not to look and test drive this one if you are inthe market for something like this.There are many variants of Scootyitself. Not to mention options from every other manufacturer, but theyall have a bit more weight. You can look at some option from themanufacturers who make electric bikes.

The engine is a paltry 88cc and 5 bhp effort. And it features a CVTtransmission. Which means it is a twist-and-go scooter. The engine isfairly smooth and the transmission is glitch free. All in all, while the


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engine and transmission are nothing to write home about in isolation,but together they work smoothly to give you a good ride, especially inthe stop and go situation that this scooter will mostly find itself in.


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TVS STAR CITY PLUS

TVS Motors has steadily been working on increasing theirpresence and strengthening their product line-up in the market.Catering to both ends of the spectrum can be difficult because at oneend you have customers clamouring for more mileage & at the otheryou have customers wanting more power. Well, you simply add moreproducts to your portfolio. The TVS Star City is thus a product thatcaters to the fuel efficiency demanding customer without cutting backon looks & style. TVS has recently also re-christened the bike as theTVS Star City+ at the Auto Expo held some months back.

The TVS Star City features a 110 cc single cylinder four strokeengine that churns out 8.3 PS of power@ 7,000 rpm & 87 NM oftorque at a rel atively low 5,000 rpm. The engine features TVS Motorsproprietary Ecothrust technology to get better fuel efficiency out of


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the unit. The internals gain TVSs proprietary RCF (Roller Cam Follower)technology as a result & thus gains from smoother internals & betterfuel economy.

The engine also gains from a new ignition system by TVS calledthe Continuous Variable Timing Ignition or CVTI that improvesperformance without cutting back on fuel economy. The engine hasalso been designed in such a way as to provide optimal swirl & tumblefor the fuel air mixture aiding in better combustion inside the cylinder.The additional 10 cc gives it some extra oomph compared to its 100 ccengined competitors in the same category. A 4 speed constant meshgearbox helps to send the power to the rear wheel. Featuring a bore Xstroke ratio of 53.5mm X 48.8 mm, the short stroke engine is good forboth the cities as well as the highways. Typical benefits of short strokeengines are higher rpm & torque figures at lower piston speeds & thisis apparent on the TVS Star City.


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TVS APACHE RTR

TVS Apache is a flagship bike from the well known bikemanufacturer, TVS. This stunner has been bestowed with sporty looksand offers a commendable on-road performance. Shortly after it waslaunched, TVS Apache proved to be game changer for TVS in theIndian motorcycle industry. It is the first motorcycle in the Indianmarket to be equipped with ABS. Other interesting features of this bikeinclude, LED DRLs, Semi-digital instrument cluster, powerful engine etc.It is designed with a racing approach with features like the lap timerand the provision for the last three 0-60kmph timings. The bike wonthe Performance Bike of the year award by Business StandardMotoring Awards. It is available in two main variants Apache RTR 160and Apache RTR 160.


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The top of the line TVS Apache 180 comes fitted with a 180cc engine. Itcan reach 0-60kmph in just 3.7 seconds and 0-100kmph in only12.07seconds. TVS Apache 160 is the low end variant of this bike that

replaced TVS Apache 150 and sported the Racing ThrottleResponse(RTR) moniker . It is powered by 160cc single cylinder enginethat offers 15.2bhp of power and 13.1Nm torque. It supports 270mmdisc brakes and rear 200mm disc drum brake. This variant,similar tothe 180cc variant, features bigger tank scoop, all-new head lamps andnew sticker all around.


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TVS SPORT ES

The Indian motorist has always been obsessed with fueleconomy since time immemorial. The new generation motorcyclistwants power and style too. Given that we are an up and comingcountry where petrol is not really cheap, fuel economy and power playa large role in buying decisions. Add to that elements like style,shape,clours & graphics & the whole dynamics of the gamethemselves change. A perfect business case that makes sense forbuying the TVS Star Sport. Envisioned as a stylish 100 cc commuterbike for the discerning masses,we attempt to find out if the TVS StarSport really has the gumption to take on a market inundated withsimilar products.

Powered by a 99.7 cc four stroke engine putting out maximumpower of 5.5 KW @ 7500 rpm and 7.5 nm of torque @ 5000 rpm, the


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TVS Star Sport seems to have all bases covered. Th numbers seemadequate not only for a city environment but also capable of tackingthe highways as and when required. Power to the wheels is

transmitted via a 4 speed constant mesh gearbox that is linked to therear wheel via chain drive. Boasting a 51 mm*48.8 mm bore*strokeratio, the oversquare engine is punchy enough for the city andadequate for the highways. The compression ratio of 9.15:1 helps keepthe fires burning in the combustion chamber too, making it good forthat extra dose of power.


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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 exploratoryresearch studies are normally concerned with finding out the generalnature of the problem and the different variables that are related tothe 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 andthus happen to be original in character.Secondary data on the other hand are those, which have alreadybeen 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 methodInterview methodPersonal interviewTelephone interviewMail InterviewQuestionnaires method


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For this research study primary data are collected through personalinterview method, questionnaires method, A questionnaire is used as

a data collection instrument for collecting the primary data by takingpersonal interview of the consumer on telephone interview. Aquestionnaire consists of a numbers of questions printed or typed in adefinite order on a form or set of form.


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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


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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 scooterOut of 50 customer 16 said bikeOut 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


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4 . Which bike you are using currently?

TVS

NON-TVS

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

5 . Did you take test-drive of the vehicle before buying?

Yes no

CUSTOMER


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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


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7. Which other models did you consider before buying TVS vehicle?

Honda active

Mahindra rodeo Suzuki access Other

Out of 50 customer 15 said HONDAOut of 50 customer 10 said MAHINDRAOut of 50 customer 10 said SUZUKIOut 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

CUSTOMER0

510

15

HONDA MAHINDRA SUZUKI OTHER

CUSTOMER

HONDA MAHINDRA SUZUKI OTHER


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Out of 50 customer 15 said MILEAGEOut of 50 customer 5 said EASE OF MAINTENANCEOut of 50 customer 5 said COLOURSOut of 50 customer 15 said STYLINGOut 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.

02

468

10121416

0

5

10

15

20

HONDA SUZUKI TVS MAHINDRA

CUSTOMER


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10 . Which is your favorite TVS two-wheeler?

Scooter

Bike Moped

Out of 50 customer 24said scooterOut of 50 customer16 said bikeOut of 50 customer 10 said moped.

0

5

10

15

20

25

SCOOTERBIKE

MOPED


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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 takefeedback whether client is satisfied with our presentation or needmore information. Same time handle customer query and inquiryregarding our product.

We were doing many activity in which we were grouped invarious teams. For each team every time our guide uses to appoint aleader for reporting and taking decision, so I also got the chance to beleader. I was being appointed as leader for society activity. While doingthese I got to learn about leadership qualities. Handling people andgetting work done by them and also reporting to seniors and leadinga team. I learn that every time each one of us had different thinkingpolicy in taking decision use to be quite difficult. At this situation takingcommon decision so that everyone is motivated and working in samedirection to achieves the given goal.

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


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tvs project report

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