COMPANY PROFILE

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 like minded
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 Iyengar, and it remains
the overarching code by which the Group functions. Market
leadership and rewards of business have followed naturally.

1
 THE INSPIRATIONAL HERITAGE

Although the letters TVS represent the initials of our founder, T V

Sundaram Iyengar, to us within TVS they have always Stood for
Trust, Value and Service. The founder of the company embodied
these values and set an example for all Employees to emulate.TVS
believes that the success of any enterprise is built on the solid
foundation of customer satisfaction. Continuous innovation and close
customer interaction have enabled TVS companies to stay ahead of
competition. Quality at TVS determines not only the end product but
the systems, processes and operations at all levels. The first four
companies in India, Which have won the coveted Deming Prize are
from the TVS group. The business ranges across automobile
component manufacturing, components distribution, manufacturing
of Powered two-wheelers, computer peripherals, financial services,
contract manufacturing services and software development.
TVS Motor company Ltd (TVS Motor)- member of the TVS group is
the largest company of the group in terms of size and turnover.

PRODUCT PROFILE

2
Indian Two-Wheeler Industry: A Perspective

Automobile is one of the largest industries in global market. Being the leader in
product and process technologies in the manufacturing sector, it has been
recognized as one of the drivers of economic growth. During the last decade,
well¬-directed efforts have been made to provide a new look to the automobile
policy for realizing the sector's full potential for the economy. Steps like
abolition of licensing, removal of quantitative restrictions and initiatives to bring
the policy framework in consonance with WTO requirements have set the
industry in a progressive track. Removal of the restrictive environment has
helped restructuring, and enabled industry to absorb new technologies, aligning
itself with the global development and also to realize its potential in the country.
The liberalization policies have led to continuous increase in competition which
has ultimately resulted in modernization in line with the global standards as well
as in substantial cut in prices. Aggressive marketing by the auto finance
companies have also played a significant role in boosting automobile demand,
especially from the population in the middle income group.

Evolution of Two-wheeler Industry in India

Two-wheeler segment is one of the most important components of the
automobile sector that has undergone significant changes due to shift in policy
environment. The two-wheeler industry has been in existence in the country
since 1955. It consists of three segments viz. scooters, motorcycles and mopeds.
According to the figures published by SIAM, the share of two-wheelers in
automobile sector in terms of units sold was about 80 per cent during 2003-¬04.
This high figure itself is suggestive of the importance of the sector. In the initial
years, entry of firms, capacity expansion, choice of products including capacity
mix and technology, all critical areas of functioning of an industry, were
effectively controlled by the State machinery.

3
 The lapses in the system had invited fresh policy options
that came into being in late sixties. Amongst these policies, Monopolies
and Restrictive Trade Practices (MRTP) and Foreign Exchange
Regulation Act (FERA) were aimed at regulating monopoly and
foreign investment respectively. This controlling mechanism over the
industry resulted in: (a) several firms operating below minimum scale
of efficiency; (b) under-utilization of capacity; and (c) usage of
outdated technology. Recognition of the damaging effects of licensing
and fettering policies led to initiation of reforms, which ultimately took
a more prominent shape with the introduction of the New Economic
Policy (NEP) in 1985.

However, the major set of reforms was launched in the year 1991 in
response to the major macroeconomic crisis faced by the economy. The
industrial policies shifted from a regime of regulation and tight control
to a more liberalized and competitive era. Two major results of policy
changes during these years in two-wheeler industry were that the,
weaker players died out giving way to the new entrants and superior
products and a sizeable increase in number of brands entered the
market that compelled the firms to compete on the basis of product
attributes. Finally, the two-wheeler industry in the country has been
able to witness a proliferation of brands with introduction of new
technology as well as increase in number of players. However, with
various policy measures undertaken in order to increase the
competition, though the degree of concentration has been lessened over
time, deregulation of the industry has not really resulted in higher level
of competition.

A Growth Perspective
The composition of the two-wheeler industry has witnessed sea changes in

4
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
segment's gaining importance during this period is exhibited by the Figures 1,
2 and 3 depicting total sales, share and annual growth during the period 1993-
94 through 2003-04.
National Council of Applied Economic Research (NCAER) had forecast two-
wheeler demand during the period 2002¬-03 through 2011-12. The forecasts
had been made using econometric technique along with inputs obtained from
a primary survey conducted at 14 prime cities in the country. Estimations
were based on Panel Regression, which takes into account both time series
and cross section variation in data. A panel data of 16 major states over a
period of 5 years ending 1999 was used for the estimation of parameters. The
models considered a large number of macro-economic, demographic and
socio-economic variables to arrive at the best estimations for different two-
wheeler segments. The projections have been made at all India and regional
levels. Different scenarios have been presented based on different
assumptions regarding the demand drivers of the two-wheeler industry. The
most likely scenario assumed annual growth rate of Gross Domestic Product
(GDP) to be 5.5 per cent during 2002¬-03 and was anticipated to increase
gradually to 6.5 per cent during 2011¬-12. The all-India and region-wise
projected growth trends for the motorcycles and scooters are presented in
Table 1. The demand for mopeds is not presented in this analysis due to its
already shrinking status compared to' motorcycles and scooters.

5
6
A wide range of two-wheelers from mopeds to racing inspired
motorcycles.
Motorcycles (TVS Apache, TVS Star, TVS Flame)
Variomatic Scooters (TVS Sooty Pep +, TVS Scooty Teenz) and
Mopeds (TVS XL Super, TVS XL Heavy Duty)

Penchant for Quality

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 300 thousand units a year

7
Ushering in the personal transportation revolution
1980 Launched TVS 50, India's first 2 seater 50 cc moped
First Indian company to introduce 100 cc Indo -
1984
Japanese motorcycles `
Launched India's First indigenous scooterette (sub – 100
1994
cc variomatic) – TVS Scooty
Introduced India's first catalytic converter enabled
1996
motorcycle, the 110 cc Shogun
1997 Introduced India's first 5 speed motorcycle, Shaolin
Launched India's first 150 cc, 4 stroke motorcycle - The
2000
Fiero
Launched India's first fully indigenously designed and
2001
manufactured motorcycle.
Launched the revolutionary VT-I engine for the best in
2004
class mileage in TVS Centra
Launched TVS Apache - first bike to win 6 awards in a
2006
row
Apache RTR - first two wheeler in India to have racing
2007
inspired engine and features.
TVS Flame, TVS Scooty Electric Vehicle and Three
2008
wheeler TVS King launched.

TVS has been at the forefront in bringing a revolution in the way

personal commutation was happening, way back in the 1980s.
Beginning with launching a simple, easy-to-use moped for the middle
class in India in the 1980s to launching 7 new bikes in a single day
(first time in the history of the automotive industry in the world), TVS
has often taken the unbeaten path to innovation.
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TVS Apache 150 2007

Model TVS Apache 150

Year: 2007
Category: Sport
Rating: 74.8 out of 100. Show full rating and compare with
other bikes
Engine and transmission
Displacement: 109.00 ccm (6.65 cubic inches)
Engine type: Single cylinder
Stroke: 4
Power: 13.35 HP 9(9.7 kW)) @ 8500 RPM
Torque: 12.30 Nm (1.3 kgf-m or 9.1 ft.lbs) @ 7500 RPM
FLAME: FIRE STARTER

Engine Displacement 124.8 cc

Engine technology CC-VTi, 4 Stroke
Max. Power (Kw@rpm) 7.7kw @ 8250 ( 10.5bhp @ 8250 )
Max. Torque (Nm@rpm) 10 Nm @ 6250
Gear Box 4 Gear constant mesh
Clutch Multi-Plate Wet Type
Bore x stroke (mm) 54.5 x 53.5

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 Compression Ratio 10:1
Carburettor Type VM Type - UCAL
Clutch Wet, Multi Plate
Wheels Mag Alloy
Tyres - Front 90 x 90 x 17, Rear 90 x 90 x 18
Brakes - Front Drum 130 dia / Disc 240 dia, Brake - Rear Drum
130 dia Suspension
Front Telescopic Hydraulic fork, Rear Twin tube 5 step adjustable Gas
filled.

IMAGE RESULTS FOR TVS MAX 100 IMAGES

IMAGE RESULTS FOR TVS SUZUKI SAMURAI IMAGES

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IMAGE RESULTS FOR TVS SUZUKI SHOGUN IMAGES

IMAGE RESULTS FOR TVS SUZUKI SHALION IMAGES

12
IMAGE RESULTS FOR TVS SUZUKI FIERO IMAGES

13
IMAGE RESULTS FOR TVS FIERO IMAGES

IMAGE RESULTS FOR TVS STAR IMAGES

14
IMAGE RESULTS FOR TVS STAR CITY IMAGES

IMAGE RESULTS FOR TVS STAR CITY DELUXE IMAGES

IMAGE RESULTS FOR TVS STAR SPORT IMAGES

15
IMAGE RESULTS FOR TVS FIERO F2 IMAGES

IMAGE RESULTS FOR TVS CENTRA IMAGES

16
IMAGE RESULTS FOR TVS VICTOR (110 CC) IMAGES

IMAGE RESULTS FOR TVS VICTOR GLX (125 CC) IMAGES

17
 IMAGE RESULTS FOR TVS VICTOR EDGE (125 CC) IMAGES

IMAGE RESULTS FOR TVS FLAME (125 CC,CCVTI

TECHNOLOGY) IMAGES

18
IMAGE RESULTS FOR TVS APACHE (150 CC,13.7 PS
@8500RPM IMAGES

IMAGE RESULTS FOR TVS APACHE RTR 160 IMAGES

19
IMAGE RESULTS FOR • TVS APACHE RTR 160 EFI
(ELECTRONIC FUEL INJECTION) IMAGES

IMAGE RESULTS FOR • TVS FLAME IMAGES

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21
 BRAND IMAGE

Consumers identify a Brand’s distinctive capabilities based on their

perceptions that have themselves been created by the marketers over
a period of time.
DUANE. E. KNAPP author of “The Brand Mindset” ,
defines a genuine brand as “the internalized sum of all the
impressions received by the customers and consumers resulting in a
distinctive position in their minds eye based on perceived emotional
& functional benefits.”

A brand conveys the following:

 Attributes
 Benefits
 Values
 Culture
 Personality
 User

Brand value is of immense importance to a firm. This

is evident from the fact that most companies spend a lot of time,
money and energy in brand building. It would be difficult for a
company to imagine existence with out the brand name.

Once people get used to a brand, they shift to other

brands only if it is unavoidable. Companies have to understand
that branding is at the heart of any business activity. There fore, a
company has to exercise full control over its brands.

22
 Christine Arden, the Director of Marketing & Strategy
at DNA communications feels that most of the companies have a
constrained perception about their brands. They tend to feel that a
brand is just a logo or a symbol of an organization. Companies
need to have an all round perceptions of their brands &
understand that brands are much more than logos or symbols.
They are infact a combination of the companies marketing,
promotional, distribution and service efforts with a suitable
differentiation of the brand from its competitors. So, before
branding a product, a manager should be clear about what specific
details he wishes to convey to the customers through the brand
regarding name, symbol, visual identity & so on.

TYPES OF BRANDS

There are three types of brands:

 Manufacturers brands
 Private brands
 Generic brands

Manufacturers brands are those that are branded

directly by the manufacturers who have invested heavily on building
them.
Private brands are those brands that are developed and owned
by the private individuals or resellers.
Generic brands are those brands which are not specifically
advertised and are sold by the grocery stores at a lower price then those
of identical private branded products.

23
 OBJECTIVES OF THE RESEARCH:

PRIMARY OBJECTIVE:

The main objective of the project is to study the perception of the

customers towards the brand image of TVS company.

SECONDARY OBJECTIVES:

1) In order to know the brand image of the TVS and its impact on
the business

2) In order to know the various services provided by TVS to its

customers

3) To know the level of customer satisfaction toward TVS.

4) To find out the factors for which customers prefer TVS bikes.

24
 METHODOLOGY
The methodology that I followed for collecting the data is as follows;

PRIMARY DATA:
The primary data is the data that is collected by approaching
the individuals directly. The data will be collected by visiting
frequently to the TVS Showroom and meet the employees. This helps
to collect the data regarding various products and other data.
To study the customers satisfaction, and impact through
brand image, I approached various potential and existing customers
directly and collected the data.

SECONDARY DATA:
Secondary data is collected through various sources like
internets, news papers, magazines, brouchers etc...about the brand
images of TVS motors.

ANALYSIS OF DATA:
The data collected can be analyzed by the following tools like:
1) Pie diagrams, bar charts,
2) Using of percentage methods.

25
LIMITATIONS OF THE RESEARCH

1) The collection of data is restricted with in Karimnagar town only.

2) The data collection is limited to Brand image only.
3) The collection of data is limited to TVS motors only.
4) Few of the customer’s may give biased information on the TVS
motors.

26
 DATA ANALYSIS AND INTERPRETATION

MODE OF AWARENESS

TABULATION.1

MODE OF No. OF PERCENTAG

AWARENESS RESPONDENTS E
Magazines 8 8%
News Papers 12 12%
Television adds 25 25%
Friends 40 40%
Any others 13 13%
TOTAL 100 100%

BARCHART FOR THE ABOVE DATA

M OD E OF AW AR E N E S S

45% 40 %
40%
35%
30% 25%
25%
20%
15% 12% 13%
8%
10%
5%
0%
M a g a z in e s N ew s P a p e rs Te le vis io n F rie n d s A n y o th e rs
adds

27
INTERPRETATION FOR ABOVE DATA:

From the above bar chart, we can observe the percentage of

respondents on the Y-Axis & various modes of awareness on X-Axis.
We can also observe that the mode of awareness is mainly due to
friends circle i.e., 40% then followed by Television adds i.e., 25% ,
other modes 13%, News papers 12% and Magazines 8%.

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 SPECIAL FEATURE THAT ATTRACTED A BUYER

TABULATION. 2

SPECIAL No. OF PERCENTAGE

FEATURES RESPONDENTS
Brand 62 62%
Price 8 8%
Promotion 2 2%
Services 28 28%
TOTAL 100 100%

PIE CHART FOR THE ABOVE TABLE:

SPECIAL FEATURE THAT ATTRACTED A BUYER

Price, 8%
Promotion, 2%

Brand
Price
Services, 28% Promotion
Brand, 62% Services

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INTERPRETATION FOR ABOVE DATA:

From the above table & pie chart, we can observe that 62%
of respondents preferred BRAND while purchasing a vehicle i.e., 62%,
followed by SERVICES i.e., 28%, PRICE i.e., 8% and PROMOTION
i.e., 2%.

30
OVERALL PERFORMANCE OF THE TVS BIKES
TABULATION. 3

PERFORMANCE No. OF PERCENTAGE

RESPONDENTS
Excellent 10 10%
Good 73 73%
Average 12 12%
Bad 05 5%
TOTAL 100 100%

BAR CHART FOR THE ABOVE DATA:

OV ER ALL PER FOR MAN C E OF TVS B IK ES

80%
73%
70%
60%
Excellent
50%
Good
40%
Average
30%
Bad
20% 12%
10%
10% 5%

0%
Ex cellent Good A verage Bad

31
INTERPRETATION FOR ABOVE DATA:

From the above bar chart, we can observe the percentage of

respondents on the Y-Axis & performance levels on X-Axis. We can
also observe that the performance level of TVS bikes are GOOD i.e.,
73% followed by performance level AVERAGE i.e., 12%, Excellent
10%, and BAD i.e., 5%.

32
CUSTOMERS PERCEIVE ABOUT THE BRAND IMAGE OF TVS
BIKES

TABULATION 4:

PERCEPTION RESPONDENTS PERCENTAGE

Excellent 53 53%
Good 31 31%
Average 12 12%
Bad 04 04%
TOTAL 100 100%

CHART FOR THE ABOVE DATA:

PER C EPTION TOWAR D S TH E B R AN D IMAGE

60% 53%

50%

40% 31%

30%

20% 12%

4%
10%

0%
Excellent Good Average Bad

33
INTERPRETATION FOR THE ABOVE DATA:

From the above bar chart, we can observe the percentage

of respondents on the Y-Axis & customers perception towards the
brand image on X-Axis. We can also observe that 53% of respondents
perceive Excellent, 31% as good, 12% as Average, and 4% as bad.

34
SATISFACTION LEVEL OF TVS TWO WHEELER CUSTOMERS

TABULATION.4

SATISFACTION No. OF PERCENTAG

LEVEL RESPONDENTS E
Highly Dissatisfied 5 5%
Dissatisfied 12 12%
Satisfied 70 70%
Highly Satisfied 13 13%
TOTAL 100 100%

PIE CHART FOR THE ABOVE TABLE:

SATISFACTION LEVEL OF TVS TWO WHEELERS

Satisfied, 70%

Highly Dissatisfied
Dissatisfied
Satisfied

Dissatisfied, 12% Highly Satisfied, Highly Satisfied

Highly Dissatisfied,
13%
5%

35
INTERPRETATION FOR ABOVE DATA:

From the above table and pie chart, the customer

satisfaction at various levels is observed. Out of 100 respondents 70
customers (i.e., 70% of the customers) are satisfied, 12 respondents
(i.e., 12% of the customers) are dissatisfied, and 5 respondents (i.e., 5%
of the customers) are highly dissatisfied, and remaining 13 respondents
(i.e., 13% of the customers) are highly satisfied.

36
 FINDINGS

1) From the data, we can find that nearly 62% of respondents are
attracted towards the brand image of TVS than service, price &
promotion respectively.
2) Nearly 84% of the respondents have a positive impact on the
brand image of TVS.
3) TVS is providing good after sales services. Nearly 87% of the
respondents are satisfied.
4) Almost 84% of the respondents are given good response towards
their overall performance.
5) Nearly 62% of the respondents purchased TVS bikes based on
the Brand Images.

37
 SUGGESTIONS
The questionnaire is used for surveying the owners of
TVS, had one question which required the respondents to express their
suggestions about the possible improvements in TVS. As this was an
open ended question, the responses given varied greatly and each
response was based on one particular factor towards which the
respondent was primarily focused.
In order to conclude this project, a brief summary of this response is
mentioned in the following paragraphs:

 Economically conscious TVS owners wanted improvement in the

mileage from the prevailing 55 kms to 65 kms. They also wanted
reduction in the price of TVS.
 Some respondents wanted the extension of the services period
from one year to two years.
 Daily commuters who also happen to be TVS owners, wanted a
redesigning in terms of CC, designing models, its mileage,
comfortness , extra features etc…
 As, the study was conducted in Karimnagar, the respondents
inhabiting at the place had certain grievances which need to be
addressed urgently. These include the presence of just one service
station and one authorized dealer for the whole Karimnagar. In
order to overcome the difficulty, which they face an account of
the above factors, they wanted the presence of authorized drivers
to pick up their vehicles from their residence and return the same
after the completion of the service.

38
 CONCLUSION

From the above data analysis and interpretations, the

types of TVS bikes, its features, perception of the customers towards the
Brand Image on TVS, customer’s satisfaction, satisfaction levels,
problems faced by the customers etc..,

Finally I conclude that the TVS Company is providing good services to

their Customers and most of the respondents have positive impact on the
Brand Image of TVS.

39
 QUESTIONNAIRE:
1Q) Which mode TVS two wheeler vehicle do you own?
-----------------------------------------------------------------------------
2Q) How do you come to know about the TVS?
a) Magazines b) News papers c) TV adds
d) Friends e) any others.

3Q) What features attracted you to buy the vehicle you are owning
presently?
a) Style
b) Mileage
c) Efficiency
d) Any other feature

4Q) How do you perceive about the brand image of TVS bikes
compare to other brand images?

a) Excellent
b) Good
c) Average
d) Bad

5Q) How do you feel when you drive TVS bike?

a) More comfortable
b) Comfortable
c) Less comfortable
d) Un comfortable

40
6Q) What attracted prompt you to buy TVS among all other brands?
a) Brand
b) Price
c) Promotion
d) Services

7Q) How do you rate the overall performance of TVS bikes when
compare to others?
a) Excellent
b) Good
c) Average
d) Bad

Please give reason:

--------------------------------------------------------------------------------------
-----------------------------------

8Q) How do you rate the cost of the TVS bikes when compared to
other segments of bikes?
a) Expensive
b) Moderate
c) Economic

9Q) Please rank the mileage of the TVS bikes when compared to other
segment bikes?
a) Very good
b) Good
c) Average
d) Bad
e) Very bad

41
10Q) Do you get information about the free service offered by the
company from time to time?
a) Yes
b) No

11Q) To what level do you satisfy with the services of TVS motors?

a) Highly dissatisfied
b) Dissatisfied
d) Satisfied
e) Highly satisfied

12Q) Do you think company should increase the free sales?

a) Yes
b) No
c) Can’t say

13Q) What is the mode of Payment?

a) Through Finance
b) Cash Payment

14Q) Which tool do you think more suitable for promotion?

a) Advertising b) Personal Selling
c) Publicity d) Sales promotion

15Q) Are you satisfied with the services provided by TVS Motors?

a. Yes b) No

16Q) How do you rate the dealers sales persons attitude?

a) Polite b) Kind & soft

c) Knowledgeable d) Bad

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17Q) How is the availability of the model you wanted to purchase?
a) Easily available
b) Not available

18Q) How do you rate the services provided by TVS motors when
compare to others?
a) Excellent
b) Good
c) Average
d) Bad

19Q) Any suggestions to improve companies image:

----------------------------------------------------------------------------------
--------------------------------------------------------------------------------------
-----------

NAME: -----------------------------------------

DESIGNATION: -----------------------------------------

ADDRESS: -----------------------------------------

MOBILE: ------------------------------------------

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 BIBILIOGRAPHY

BOOKS:
1) Marketing Management: Philip Kotler

ICFAI University Press

2) Principles of Marketing: Philip Kotler

3) Fundamentals of Marketing: William J. Stantan

4) Marketing Research: Donald Tull

Del I. Hawkins

MAGZINES
1) Business World

2) Business India

WEBSITES:
www.TVSbikes.com

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