A PROJECT REPORT ON

“Significance of Branding of TVS WEGO Scooter on the ultimate

purchasing decision of customer of Kolkata.”

A report submitted in partial fulfillment of the requirement for the degree of

Bachelor of Business Administration (BBA) at Apex Kolkata

Submitted by: Ashutosh kumar singh (BBA-2012-15)

APEX

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ACKNOWLEDGEMENT

I find great pleasure in presenting this report entitled “A PROJECT REPORT ON

Significance of Branding of TVS WEGO Scooter on the ultimate purchasing decision of

customer of Kolkata.

Words often fail to express one’s inner feelings of gratitude and indebtedness to one’s

benefactors, but then it is only the readily available medium through which the undersigned can

express his sincere thanks to all those who are associated with the work in one way or the other.

Nothing concrete can be achieved without an optimal combination of inspiration and

perspiration. No work can be accomplished without taking the guidance of the experts. It is only

the critiques from ingenious intellectuals that helped transform a product into a quality product.

Project work is never the work of an individual. It is more of a combination of use, suggestions

and contributions and work involving many individuals. This project also bears the impact of

many people. First and foremost I would like to gratefully acknowledge and express my sincere

gratitude towards my project guide prof. Asmita Basu and my company guide Mr. Manish Dey

who always helped and provided guidance during the course of my project. I would like to

extend my earnest thanks for their assistance in the course of making my project. The learning

during the project was immense & invaluable.

I shall be failing in my duties if I do not express my gratitude to other faculty members and dear

friends for their useful help at various stages of this project.

Thanking you

Ashutosh kumar singh

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Preface

Summer internship is something which helps me to know the office culture and also the work

experience. As I have taken Marketing as one of my Bachelor specialization, so it is quite

obvious that I need to develop my sense in the field marketing works and more importantly in a

structured renowned organization. I am very much fortunate that I got selected in TVS Motors

for my two months SIP program. While working in TVS Motors I work in the area of Branding

which is a vital area in any business. This area of work helps me to know the all important tools

and strategies regarding branding of a product. I hope that this work will help me in my future

and I can build my career in marketing in a reputed organization.

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Sl no Contents Page no

1 Introduction (History of TVS MOTORS) 5-6

2 Project Summary 7

3 Objective and Methodology 8

4 Product Knowledge 9

5 Phase- 1, Seven point motors Pvt. Ltd. , Park circus 10-14

6 Phase-2, Axis motors, Howrah 15-19

7 Other activities during SIP 25

8 Findings and Data interpretation 26-35

9 Limitation and Bibliography 36

10 Recommendation 37

Introduction to TVS MOTORS:

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TVS Motor Company is the third largest two-wheeler manufacturer in India and one among the

top ten in the world, with annual turnover of more than USD 1 billion in 2008-2009, and is the

flagship company of the USD 4 billion TVS Group.

The TVS group has always been inspired by a century long mission and vision of its own

destiny. it is not just a business but a way of doing business, which sets TVS apart from

others.  

Back in 1911, to the founder of the company, the ordinary ambitions of a bus fleet operator

or a vehicle servicing business would not suffice.Rather, he wanted to create an enduring

business led by a family of likeminded workers and managers united by a set of shared

high principles.

Driven by this inspiration, the TVS group has today emerged as India's leading supplier of

automotive components. Today the TVS Group is the largest automotive component

manufacturer in India, with annual turnover of more than USD 4 billion.

The group has over 30 companies employing a work- force of 40,000 people.

Underlying the success of the group is its philosophy of commitment to the cherished values

of promoting trust, value and customer service. This was the personal philosophy of the

Group's Founder Shri T V Sundaram lyengar, and it remains the overarching code by which

the Group functions. Market leadership and rewards of business have followed naturally.

Motorcycles (Apache RTR 180, Flame DS 125, Flame, TVS Jive, StaR City, Sports) 

Variomatic Scooters (TVS Wego, Scooty Streak, Scooty Pep+, Scooty Teenz) 

Mopeds (TVS XL Super, TVS XL Heavy Duty).

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The company has 4 plants - located at Hosur and Mysore in South India, in Himachal Pradesh,

North India and one at Indonesia. The company has a production capacity of 2.5 million units a

year.

TVS Motor's strength lies in design and development of new products - the latest launch of 7

products on the same day seen as a first in automotive history. We at TVS deliver total customer

satisfaction by anticipating customer need and presenting quality vehicles at the right time and at

the right price. The customer and his ever changing need is our continuous source of inspiration.

No wonder, then, that our 15 million customers on the road have a reason to smile. Mission of

TVS Motor is We are committed to being a highly profitable, socially responsible, and leading

manufacturer of high value for money, environmentally friendly, lifetime personal transportation

products under the TVS brand, for customers predominantly in Asian markets and to provide

fulfillment and prosperity for employees, dealers and suppliers. Vision of TVS Motors is TVS

Motor will be responsive to customer requirements consonant with its core competence and

profitability. TVS Motor will provide total customer satisfaction by giving the customer the right

product, at the right price, at the right time. TVS Motor will be one among the top two two-

wheeler manufacturers in India and one among the top five two-wheeler manufacturers in Asia.

TVS Motor will have profitable operations overseas especially in Asian markets, capitalizing on

the expertise developed in the areas of manufacturing, technology and marketing. The thrust will

be to achieve a significant share for international business in the total turnover. TVS Motor

believes that people make an organization and that its well-being is dependent on the

commitment and growth of its people. There will be a sustained effort through systematic

training and planning career growth to develop employees talents and enhance job satisfaction.

TVS Motor will create an enabling ambience where the maximum self-actualisation of every

employee is achieved. TVS Motor will support and encourage the process of self-renewal in all

its employees and nurture. TVS Motor firmly believes in the integration of Safety, Health and

Environmental aspects with all business activities and ensure protection of employees and

environment including development of surrounding communities. TVS Motor strives for long-

term relationships of mutual trust and interdependence with its customers, employees, dealers

and suppliers. Board of Directors of TVS Motors are Venu Srinivasan (chairman & Managing

Director), K.N. Radhakrishnan (president & CEO), H. Lakshmanan ( Director).

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Project Summary:

I have completed my two months summer internship program in Tvs Motors, in the field of

branding. I work in a branding program titled WEGO Super Scooter Challenge. Here I have done

the branding of WEGO Scooter through leaf letting, customer interaction and customers free test

rides of WEGO Scooter. In this branding program I have also worked in a new branding concept

called human chain branding. Here we four people wear t-shirts which is contain alphabet of

WEGO in each t-shirt. So we went to various public places and move in a sequence of WEGO

which attracts the customer mind. During my project I work in two different places for their

different TVS Motors dealers. First I worked in Seven point motors, Park circus, here I work for

45 days in which I worked pre activity branding and post event day, then I worked in Howrah

area for Axis motors, here I work for 15 days in which I worked pre activity and post event day..

I have also visited the authorize main dealer of TVS, Seven point motors TVS to learn the

customer handling skill, here I work for 45 days. Last 5 days of my SIP I work in a new

program called mass multiplier, in this 5 days work I have to visit various colleges to distribute

leaf lets and to generate customer database.

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Objective:

The objectives of my project is:

1. To know the effectiveness of branding.

2. To build a trust and awareness of TVS WEGO among customer.

3. Establishing of brand WEGO which is newly launched in the market.

4. To know the customer preference by interacting with them & come out with some

positive solution.

Methodology:

Methodology of my project is how I done my branding program.

1. 1st I learnt how to approach customer.

2. Then I have done the branding activity like human chain branding, leaf letting, tagging.

3. Then I approach customer for test ride and collect their phone numbers.

4. According to the work experience and customer interaction experience I have made the

questionnaire.

5. Lastly I have analyze the customer data through pie diagram.

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Product knowledge:

Features:

1. Easy to handle--- Body balance technology.

2. Best in class Mileage--- 62 kmpl.

3. Powerful engine--- 110cc Engine.

4. Convenient fuel filling--- External fuel fill.

5. Easy parking on center stand.

6. Largest Alloy wheels.

7. Durability--- All metal body.

8. Mobile charging provision.

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PHASE-1

Seven point motors, park circus.

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Job: Branding and promotion of TVS WEGO.

Duration: 45 days.

Job location: Seven point motors, park circus.

Job description: Here my job was to branding the product TVS WEGO and for this reason the

tools which I have to use are leaflet, tagging, free test ride and human chain branding. First 10

days I have done pre activity of branding with my team in various places of Park circus, Goria

haat, Rashbihari, Hazara, Bhawanipur, Kalighat etc. In pre activity our work was to distribute

leaflets, tagging in bikes-scooters, giving free test ride of WEGO, human chain display and

direct customer interaction though which we need to influence the customer about our product

uniqueness. After the pre activity is over next one day was the post event day, in post event day

we displayed tent and Streak scooty to attract the customer in Radio Mirchi carniwal at Khadims

Vidyakuth Abasan. The main motive was this to attract the customer and customer should come

forward for their own interest.

Limitation of this assignment: Most of the places are rural base so the people mind setup is

different about scooter. One way they feel Scooter is for women & on the other hand they feel

WEGO is not suitable for women.

Learning from this assignment: My learning from this assignment is how to deal with

customers objection.

Probable solution: Those areas where people have some misconception about a product, they

need to see some visual proofs in front of their eyes, so what we can do is if we arrange a WEGO

scooter rally which is consist of both women and male WEGO rider then they may again think to

change their mind setup.

Result of this assignment: After completion of our 45 days branding program we was able to

sale Jupiter scooters and WEGO scooter booking in Seven Point TVS. Also we have managed to

gather lots of customers inquiries among them some are the future prospect customers.

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Some visual presentation of my works in Ballygunge area:

Human chain branding at Bakkygunge area.

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Distributing leaf lets.

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Distributing leaf lets at Mirchi Carniwal, Abasan.

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PHASE-2

Axis motors, Howrah

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Job: Branding and promotion of TVS WEGO.

Duration: 15 days.

Job location: Axis Motors, Howrah.

Job description: Here also my job was to branding the product TVS WEGO or Pep scooty and

for this reason the tools which I have to use are leaflet, tagging, free test ride and human chain

branding. First 5 days I have done pre activity of branding with my team in various places of

Salkiya and Howrah Maidan. In pre activity our work was to distribute leaflets, tagging in bikes-

scooters, giving free test ride of WEGO, human chain display and direct customer interaction

though which we need to influence the customer about our product uniqueness. After the pre

activity is over next two days was the post event day, in post event day we displayed tent and

WEGO scooters and Pep scooty to attract the customer. The main motive was to provide

knowledge about the product, attract the customer and customer should come forward for their

own interest.

Limitation of this assignment: Here customer doesn’t want to listen about scooters they feel

scooters are only for women’s and secondly lacking of cooperation of dealer.

Learning from this assignment: Customer can comment anything about your product but how

a sales person handle this its necessary to learn, secondly customers behavior are different from

one another so according to this I need to change my strategy.

Probable solution: Huge scope is there for TVS because it has a good reputation over their but

to expand the scooter market it needs to conduct scooter branding program as frequent as

possible then only it penetrate peoples mind and the dealer needs to be change his approach

towards customers.

Results of this assignment: After completion of our 15 days branding program we was able to

create a customer database of 150 by giving them test rides, among them a portion was prospect

customer and also 3 scooter was booked.

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Some visual presentation of my works in Howrah area:

Post event day WEGO and PEP are displayed on the event ground.

Other activities during SIP :

Assignment 1: After the completion of 3 successful Wego scooter challenge program I spent 15

days in Axis motors, Park Street where my job was to look after how the show room sales has

been done. I have learnt how to approach the customer, how to answer the customers inquiry,

how to understand customer demand and accordingly push them towards the product. It was a

good experience in the show room because it is a core sales experience which is different than

branding.

Assignment 2: During the result time of board exams TVS has opted a different sales promotion

strategy for the student which is marks multiplier scheme. In this scheme based on the result a

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student will get cash discount on scooty or student will get free registration. So I have also work

on this project. I have to visit various colleges and need to interact with the student to aware

them about the scheme and I need generate the customer data base. So we visited various

colleges like Presidency college, Seth soorajmal jalan college, City college, Basati Devi college,

Murlidhar college, Ashutosh college, Calcutta university, Jogomaya college, . After visiting all

those college we managed to create a database of 140 students. So it was also a good experience

in SIP.

Finding and Data analysis:

During my internship I have faced some queries and doubts in customer mind and some of the

answer need to find for the betterment of TVS WEGO future branding strategies. So I have

developed a questionnaire a set of 10 question through which I can do some statistical analysis.

My sample size is 50 and it is based on various age, income and gender wise.

This data interpretation is based on in general 50 respondents.

Market share of TVS two wheeler.

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20%

35%

24%

12% 8%

Chart TitleTVS HONDA HERO MAHINDRA SUZUKI OTHERS

A study of fifty samples suggest that TVS is standing on 20% mark of total share and the

market leader is Honda.

Awareness of the brand WEGO in the market

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Among fifty samples only 20% are aware that WEGO is a TVS product, so it needs to convert to

100%.

Customer preference in two wheeler scooter brand.

In customer preference TVS WEGO is far behind from its two competitors HONDA and HERO.

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20%

32%32%

16%

Chart TitleTVS HONDA HERO MAHINDRA

WEGO is made for

38%

28%

34%

Chart TitleMALE FEMALE BOTH

As the WEGO segmentation is for both male and female but the people has their perception is out of 100% only 34% believe it’s a product for everybody.

The price of WEGO compare to its feature is

According to 50 respondents 64% is believe that the price of WEGO is high.

Statistical review according to gender wise:

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Out of 50 respondents 13 were women and 27 will be men, so according to their gender we can also review their min setups.

Women’s mostly preferred scooter

Out of 100% only 15% women’s are preferring WEGO and the maximum potion will prefer HONDA ACTIVA and MAHINDRA DURO.

Reason for preferring HONDA ACTIVA.

Out of 100% response 31% women’s are preferring HONDA ACTIVA due to looks, and mileage.

TVS WEGO is made for

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Maximum portion of women’s believe that WEGO is a product for male.

While selecting a product women’s biggest concern is

To buy a scooter women' biggest concern is convenient price and mileage.

Out of 50 respondents 27 will be men, so according to their gender we can also review their min setups.

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Men’s mostly preferred scooter

Out of 1oo% vote men’s preferred to HERO MAESTRO.

Reason for preferring HERO MAESTRO.

According to respondents men’s prefer HERO MAESTRO for its looks.

TVS WEGO is made for

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Men’s feel that WEGO is a product for female mainly.

While selecting a product women’s biggest concern is

Selecting a scooter men’s biggest concern is convenient price and mileage.

We can also analyze the respondents ans on the basis of their age.

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The age bars are below 20, 20-30,30-40,40 above. Among 50 respondents 17 are under 20-30 and 21 people are 30-40. So this age people are the prospect customer of two wheeler. So I will analyze this two age people.

The preferred scooter ( age group 20-30)

This age group preferred HERO MAESTRO as their preference.

They prefer HERO MAESTRO because (20-30)

41% prefer HERO MAESTRO for the looks.

Engine power preference (age 20-30)

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In this age group 41% prefer 110cc engine.

The preferred scooter ( age group 30-40)

This age group prefer HERO MAESTRO as their preferred vehicle.

Why they preferred HERO MAESTRO (AGE 30-40)

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They prefer HERO MAESTRO mostly for price.

While scooter selection their biggest concern

Convenient pricing is a major reason to select a scooter.

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LIMITATION:

Some of the hurdles which I need face during my internship was:

1. Finance scheme which was specified in the leaflets.

2. Lacking of co-operation of the dealers.

3. Time constraints.

4. While taking customer feedback customer was not ready to give their contact numbers.

5. Excessive heat of summer season.

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BIBLIOGRAPHY:

1. WWW.TVSMOTORS.IN

2. WWW.TVSMTOR.INWEGO

3. Marketing management- KOTLAR.

4. Google search.

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Recommendation:

1. My first recommendation is TVS dealer should ride their own vehicle of TVS brand.

Because when a customer saw that the owner himself using a two wheeler of other brand

then customer may think dealer is selling the product but he doesn’t feel it is a good

product.

2. Market share of TVS brand is not the best so it is necessary to increase the market share

because it always create an impact in the customer mind.

3. Awareness of WEGO brand is not up to the mark so it needs more branding activity.

4. My survey suggest that female customer feels that WEGO is a product for male and male

customer feels that WEGO is a product for female customer so we need to develop the

sense by doing efficient branding.

5. The finance scheme needs to improvise because the finance scheme which is promoting

by the TVS credit it will very costly for the customer and customer doesn’t want to avail

it. So it is necessary to bring the customer centric finance scheme to increase the sales.

Thank you

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