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Contents
1 PART – 1
EXECUTIVE SUMMORY 3
INDUSRTY PROFILE 3
COMPANY PROFILE 5
NEED OF STUADIES 6
OBJECTIVES OF STUDY 7
SCOPE OF THE STUDY 8
METHODOLOGY 9
FINDINGS ,CONCLUSTION & RECUMENDATION 10
2 PART – 2
INTRUDUCTION TO THE STUDY 12
INDUSTRI PROFILE 14
3 PART – 3 34
COMPANY PROFILE
4 PART – 4
OBJECTIVES OF STUDIES 39
SCOPE OF STUDY 40
METHODOLAGY 41
5 PART – 5
ANALYSIS AND INTERPRITATION 43
6 PART – 6
FIDINGS,SUGGESTIONS AND CONCLUSION 61
ANNEXURE 65
BIBLOGRAPHY. 71
PART – 1
EXECUTIVE SUMMORY
INDUSRTY PROFILE
COMPANY PROFILE
NEED OF STUADIES
OBJECTIVES OF STUDY
SCOPE OF THE STUDY
METHODOLOGY
FINDINGS ,CONCLUSTION & RECUMENDATION
LIMITATION OF STUDY
EXECUTIVE SUMMARY
It gives me an immense pleasure to present you this entire project. The topic is “A
STUDY ON EFFECTIVENESS OF ADVERTISEMENT STRATEGIES
IMPLEMENTED BY GULAPPANNAVAR TVS MOTOR COMPANY TO
INCREASE SALES”
The study is undergone at Gulappanavar TVS. The project report focuses
advertisement activity done to increase sales and the types of advertisement done by
Gulappanavar TVS motors.
Industry Profile:
TVS Fiero
TVS Star City
TVS Star Sport
TVS Fiero F2
COMPANY PROFILE
TV Sundram Iyengar and Sons Limited (TVSs) is the holding company for
the TVS Group of companies engaged in the manufacturing of almost all kinds of
automotive components, two wheelers and a few other industrial products.
TVS Group was established in 1911 by Shri. T.V. Sundaram lyenger. As one if India’s
largest industrial entities it epitomizes Trust, Value and Service.
TVS Motor Company Limited, the third largest two-wheeler manufacture. In India and
among the top ten in the world, with annual turnover of more than $ 1 billion in 2006-
2007, and is the flagship company of the $ 4 billion TVS Group.
The need of the study is conducted is only for organization level. It is for to understand
the advertisement how it effect on,
Methodology:
SAMPLING
Selection of Sample
Sampling allows us to concentrate our attention upon relatively small number of people
and hence devote more energy to ensure that the informational collected from them is
accurate
POPULATION
People from Bailhongal city
SAMPLE FRAME
All the existing customer of TVS bike and potential customer
SAMPLE SIZE
100 Units
SAMPLE METHOD
Convenience and judgmental sampling.
Methodology
Primary Source:
Questionnaire
Unstructured interview
Secondary Source:
Company data through Internet
Organization Report
Findings
65% respondents has not come across Bailhongal TVS ads in news
paper and 35% come across ads in news paper
Recommendation
1) Newspaper is the media through which most of the customer could know about
GUIAPPANNAVAR AUTO. So company should emphasis on this mean of
advertisement so as to create awareness
2) To make ads effective company should use celebrities in ads and there should be action
and thrill in ads that attracts viewer
3) Company can think of installing hoarding n prime locations for the visibility
PART – 2
INTRODUCTION
Ultimate objective of every organization is to generate sales which will bring revenues to
the company, and increase sales advertisement is one of the means. The advertiser’s
objectives different from the consumer’s.
Ultimately advertiser want consumer to buy and keep
buying their goods and services. To move consumers to action, they must gain their
attention. They must then hold their interest long enough to convince them to change
their purchasing behavior, try their product, and stick with their product.
Back Ground
TVS Motor Company has one of the most extensive network with over 500 dealers and
2500 Customer touch points.
We are the first in the two-wheeler industry to measure customer satisfaction, audited by
external consultants of international repute.
We have taken care to standardize facilities across all customer touch points. Up
gradation of faculties and continuous improvement in all processes is given importance.
The company also takes an active part in imparting training and capability building in all
areas including sales, service and business management. All our dealers are connected
through the extended network of SAP, ensuring operational efficiency
Industry Profile:
Board of Directors
T.K.Balaji Director
T. Kannan Director
N. Ganga Director
C.R.Dua Director
H. Lakshmanan Director
T. R. Prasad Director
K.S.Bajpai Director
K.N. Radhakrishnan President
S. G. Murali Sr.Vice President
T.S.Rajagopalan Finance Secretary
Products:
Two Wheelers in India was set up as a joint venture between TVS and Dunlop, UK in
1960. The company supplies wheels as Original Equipment to all major vehicle
manufacturers in the country. Wheels India is entering into collaboration with Titan, the
world leader in off-highway vehicle wheels relating to earthmoving, construction and
agricultural equipment. Manufacturing Plants are located at Chennai, Tamil Nadu,
Rampur, UP and Ranjangaon, Maharashtra. Wheels India has a workforce of 100.
Wheels for commercial vehicle, cars, jeeps, tractors construction equipment / earth mover
and defense vehicle, wire wheels for export and air suspension systems for commercial
vehicle.
Scooters
Spectra Dx (150 cc)
Spectra Ax (150 cc)
Scooterettes
TVS Scooty KS (60 cc)
TVS Scooty Pep (75 cc)
TVS Scooty Pep + (90 cc)
TVS Teenz
TVS Scooty Wimbledon collection
Launched Models:
1. India’s first 2 seater 50cc Moped TVS 50, launched in Aug 1980.
2. First Indian Company to introduce 100cc Indo-Japanese motorcycles in Sept
1984.
3. Launched India’s first indigenous Scooterette (sub-100 cc variomatic scooters),
TVS Scooty in June 1994.
4. Introduced India’s first catalytic converter enabled motorcycle, the 110cc Shogun
in Dec 1996.
5. Launched India’s first 5-speed motorcycle, the Shoaling in Oct 1997.
6. Launched TVS Fiero, India’s first 150 cc, 4 stroke motorcycle, in April 2000.
7. Launched TVS Centra in January 2004, a world-class 4-stroke 100 cc motorcycle
with the revolutionary VT-I Engines for best-in-class mileage.
8. Launched TVS Star in Sept 2004, a 100 a motorcycle which is ideal for rough
terrain, followed by TVS Star Sport & Star Delux
Products:
TVS Victor
4-Stroke, 125cc, performance motorcycle with VT-I technology.
TVS Star: 4-Stroke, 100cc value for money economy motorcycle for good mileage and
rugged terrain.
TV Sundaram lyengar and Sons Limited operates through the three following divisions:
TVS Sundaram Motors Madras Auto Service
1. TVS and Sons distribute Heavy duty Commercial Vehicles, Jeeps and Cars. It
represents premier automotive companies like Ashok Leyland, Mahindra and
Mahindra ltd. Fiat and Honda. It also distributes automotive spare parts for
several leading manufacturers.
2. TVS & Sons has grown into a leading logistics solution provider and has set up
state-of-the-art warehouse all over the country. It has also diversified into
distributing Garage equipment that ranges from paint booths to engine analyses
and industrial products.
3. Sundaram Brake Linings Limited- First Indian company to manufacture asbestos-
free brake linings, woven clutch facings and disc pads for automotive
applications.
4. Sundaram Fasteners Limited- India’s largest manufacturer of radiator caps to GM
in USA.
5. Sundaram Finance Limited – Leading consumer finance company in India.
6. Sundaram Industries Limited - with a reputation built over five decades,
comprises several division: custom molded rubber products, tyre service and
coach building. Also specializes in refrigerated trucks and bunk beds.
7. Sundaram Clayton Limited - Sundaram Clayton Limited was established in 1962
in collaboration with Clayton Dewandre Holdings Plc. (WABCO Automotive)
pioneering the manufacture of air brake systems in India. SCL enjoys a major
share of the Indian OEM market as well as the domestic aftermarket, which it
caters to through a strong and well spread-out distribution network SCL-Brakes
division is the first company in India and fourth company outside Japan to win the
Deming award for achieving distinctive performance improvements through
TQM.
8. Sundaram Motors – Major dealer for Indian and foreign cars in South India and
foreign cars in South India. Established in 1966, Sundaram Fasteners Limited
(SFL) is today the largest manufacturer of high tensile fasteners in India. SFL is
also the principal supplier of radiator caps to General Motors, North America.
Powder metal parts include rotors & gears, shock absorber components, value
train components, structural components and bushes. Cold extruded parts include
gear blanks transmission parts, cams, starter sleeves & pinions and CV joint parts.
The radiator caps range includes oil filter caps and fuel filter caps, both metallic
and plastic.
Forming the inner of the extended TVS family; our suppliers are involved at every stage
of product development.
We extend core values and best practices to all our suppliers. Through continuous training
forums we impart TPM (Total Productivity Maintenance) and JIT (Just in Time)
practices.
The TVS Motor Company R&D team has a strong pool of technical talent supported by
state-of-the-art infrastructure capable of developing new and innovative designs.
Currently, more than 400 engineers work on developing radically new products and
cutting edge engine technologies. Our R&D team has developed the revolutionary
Variable Timing Intelligent (VT-i) Engines, one of the most innovative technologies
developed in the two wheeler industry.
At TVS Motor Company, every department works in tandem to produce quality product.
The people from the pillars of support, strengthening the overall quality standards and
moving towards total customer satisfaction.
In our quest to achieves world class levels in quality as well as improvements in design
and processes, the company has formed special task forces to monitor quality related
performance. The basis tents of TQM, including daily work management, Policy
management, Kaizen (continuous improvement), training and standardization are
followed across our organization.
Acknowledges by the Japanese for Quality. We at TVS Motor Company are proud to
have been awarded the prestigious and coveted Deming Prize, instituted by JUSE (Union
of Japanese Scientists and Engineers). TVS Motor Company in the only 2-wheeler
company in the world to have received this award.
TVS Motor Company was also awarded the prestigious “TPM Excellence award First
category” by Japan Institute of Plant Maintenance (JIPM), rated as the benchmark in
TPM excellence in India.
Social responsibility :
This extended arm of the company believes in social responsibility and has involved
itself in several community development initiatives that have significantly improved the
standard of living of the people in 51 villages across the country.
Economic development
The program enables people below the poverty line these adopted villages to earn their
livelihood by involving them in activities that generate income.
Health
Health is one of the main focus areas of the Srinivasan Service Trust. Dental care camps;
eye camps, health check-up and nutrition programs are conducted. The initiative also
focuses on primary health, maternal health, child-care and leprosy eradication.
Infrastructure Development
Suppurated by Rural Research & Development Society and Kutch Nave Nirman
Abhiyan, the Company has rebuilt “Goyersama” a village in the District of Gujarat,
which was hit by an earthquake of unprecedented scale and magnitude on 26th Jan 2001.
In addition to providing infrastructure facilities like new building for school, the
Company helps establish computer education programs for school children. The
Srinivasan Service Trust has successfully achieved 98% primary school enrollment in the
adopted villages.
The performance in January 2006 represents the shape of things to come in the coming
months. While the performance of new brands launched last year, in particular, StaR City
continue to beat expectations, TVS Apache, the new 150 cc motorcycle in the premium
segment promises to be a winner as it has already won several coveted awards for its
overall performance and style.
TVS Star City is amongst the few bikes that have crossed the sale of 50,000 units per
month StaR City has enabled the company to make significant inroads in the economy
segment of the motorcycle market.
TVS Scooty recorded 17,957 units in January 2006 compared to 14,724 units in the same
period last year recording a growth of 22% Scooty Pep+ won the best “Scooter of the
year award 2006” by OVERDRIVE and it continues to be a dominant player in the
unguard scooter category.
In the export front, TVS Motor Company continued its robust performance having
exported 6,374 units in January 2006. Exports recorded a growth of 147% compared to
the same period last year.
Awards:
Strategy:
CONSOLIDATION is the current theme at TVS Motor. In the intervening period that is,
before new models are rolled out – the company seems to be truing to refocus and offer
potential customers more choice with the launch of new variants under the existing
badges.
The new variants have been fine-tuned based on customer feedback. They will attempt to
offer more value to the customer, even as competitors have been nibbling away at the
company’s market share.
The new variants are basically spruced up versions of bikes that have either been
performing below expectations or attracting customers only in specific markets.
So, the obvious two to get the cosmetologist treatment are the TVS Victor GX and the
Star.
The 110cc Victor GX was not finding many takers from either the 100cc or the 125cc
segments. Designed to attract the entry-level bike buyer interested in a bit more of power
and style, the Victor GX (and for that matter the GLX) has not been able to stir up the
same level of interest among potential customers that the original Victor had managed to
do.
Now, TVS is replacing the Victor GX with newly developed Victor Edge, and the
principal change is the heart transplant. The old 110cc engine has been hauled out and a
slightly tweaked version of the GLX’s 125cc engine has been in its place.
The new, fine-tuned 125cc engine delivers a higher 9.2 bhp of peak power against the 8.1
bhp that the earlier 110cc engine managed.
The extra power should give the Edge an advantage in the premium entry-level bikes
category. However, TVS has not chosen to replace the four-speed gearbox with a Five-
speed shifter, a feature that more bikes in this segment want as part of the package.
The Victor Edge’s engine performance has been aided by a roller cam follower for
reducing friction losses, and this is expected to improve fuel-efficiency. The engine also
features larger valves and a reworked air-box for better sir induction.
Overall, the changes boost peak torque to a high 10 Nm at a low 4,000 rpm.
The Edge also features changes to the chassis, including an increased wheelbase and a
new box section swing arm for greater stability and better maneuverability, handling and
ride. The Edge’s wheelbase has been increased from 1,200mm to 1,240mm, and comes
with gas filled shock absorber at the rear.
The other additions are optional alloy wheels and disc brakes, new dual tone side panel
stickers with five color theme options, enhanced grip levers for better feel, and slightly
reworked switchgear that feels more study and reliable.
Along with the launch of the Victor edge, TVS has unveiled a new version of the
company’s barebones, entry-level 100cc bike.
The Star (spelt as StaR) had replaced TVS’ long standing two-stroke entry-level bike
series – the erstwhile Max 100 and Max 100R – last year.
After the launch of the Star DLX, the slightly jazzed-up version of the basic stripped
down model, the TVS Star City, launched earlier this month, will now attempt to offer
the entry-level biker who wants to continue to stick within the bounds of this segment, a
bit more style and finish.
The Star City will target a potential, fuel-efficiency conscious 100cc bike buyer who live
in the city and will be willing to pay a marginally higher price for more features and
better looks and finish quality.
With that target audience, the bike is being offered with a new headlamp fairing and
halogen bulb combo, easy-to-read instrumentation with a new blue backlight, push-cancel
indicator switches, new spring shock absorbers with a hand-operated pre-load adjustment
lever and a new sporty silencer and heat shield combo that feature the same diagonally
chopped-off design that Yamaha first brought to the market.
Seat width on the Star City has also been increased slightly to improve ride comfort for
long distance travel. The roller cam follower technology that TVS first adopted in the
Centra has been inducted into the Star City for friction reduction and increased mileage.
The bike will also sport a new, more rigid, reinforced chassis frame and wider three-inch
tyers at the rear for improved stability and road holding.
Dual tone colors are also being offered and TVS will soon launch a new advertising
campaign for all its three new variants-Sciity Pep+, Victor Edge and the Star City.
There was a time, not long ago, when a two-wheeler meant a Bajaj Chetak or an LML
Vespa. In the past five years or so, sales of motorcycles have outstripped sales of nearly
all other two-wheelers.
Consumer preferences have shifted in favour of motorbikes and though this is partly
related to price factors, it is also due to the fact that motorcycles are actually being seen
as better vehicles than the heavy and unwieldy geared scooters.
The sales tax rationalization that took place in the 2001 budget resulted in scooters
becoming more expensive than before. In addition the government began to enforce strict
Euro-emission norms which forced scooter manufacturers to install catalytic converters in
existing vehicles or to go in for four-stroke engines to reduce pollution, thus adding to the
costs of scooters. But, fortuitously, motorcycles were already in tandem with these new
norms.
Motorcycle, being more suited for commuting than any other vehicle, combines a variety
of factors such as comfort, ability to handle bad roads and intrinsic stability. All this
makes it extremely suitable for the Indian market.
Here comes gearless but, curiously enough, in the past one year the scooter has not only
back, but is surging ahead in sales-and this time it is sleeker, lighter and, most
importantly, without gears. Indeed, in a number of B and C cities and small towns across
India, women and teenagers are taking to gearless scooters like “ducks to water”.
It’s easy to see why. Gearless scooters are light and easy to handle, have sufficient
compartments to carry goods and go easy on fuel, much like mopeds, with their almost
legendary fuel-saving ability.
In fact, in recent times, auto industry experts say there has been a discernible shift of
buyers from mopeds to gearless scooters as the latter cost just a coupe of thousand more
and come with sturdier bodies and better looks.
Around two year ago when sales of geared scooters started falling, a number of
companies led by Honda Motor and Scooters India, which did not have a motorbike
model in the market, launched gearless scooters in an effort to grow this segment.
The gearless scoters segment (75-125 cc) comprises four major players: Honda with the
Active and the Dio; Kinetic with the Zoom and the Nova; Bajaj with the Sunny and the
Saffire; and TVS with the Scooty.
Future Focus
In the future TVS Motor Company will be one among the top two 2 wheeler companies
in India and one among the top five 2-wheeler companies in Asia.
PART – 3
COMPANY PROFILE
COMPANY PROFILE
TV Sundram Iyengar and Sons Limited (TVSs) is the holding company for the TVS
Group of companies engaged in the manufacturing of almost all kinds of automotive
components, two wheelers and a few other industrial products.
TVS Group was established in 1911 by Shri. T.V. Sundaram lyenger. As one if India’s
largest industrial entities it epitomizes Trust, Value and Service.
TVS Motor Company Limited, the third largest two-wheeler manufacture. In India and
among the top ten in the world, with annual turnover of more than $ 1 billion in 2006-
2007, and is the flagship company of the $ 4 billion TVS Group.
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.
The year 1980 is one to be remembered for the Indian two-wheeler industry, with the roll
out of TVS 50, India’s first two-seater moped that ushered in an era of affordable
personal transportation. For the Indian Automobile sector, it was a break through to be
etched in history.
TVS Motor Company is the first two-wheeler manufacture in the world to be honored
with the hallmark of Japanese Quality –The Deming Prize for Total Quality Management.
TVS Motor Company Limited is one of the largest two-wheeler manufactures and also
among the fastest growing companies in the country. It is the largest manufacturer of sub
100cc (50cc, 60cc & 70cc category) 2-wheeler in the world.
It has the unique distinction of having sold nearly 4 million the highest ever in India. It
exports its range of products to 17 countries worldwide. Its unrelenting pursuit of
customer satisfaction in all aspects if manufacturing of 2-wheeler is reflected in over 6
million satisfied owners of mopeds, motorcycles and scooters. Its 4000 highly motivated
employees manufacture high quality vehicles from two manufacturing plants in Hosur
and Mysore, with a wide dealer network of around 410.
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. They 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.
Vision of the company
“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.”
TVS Group Companies
Sundaram Brake Linings
Sundaram Fastners
Southern Roadways
Sundaram Finance
Sundharams Private Limited
COMPANY PROFILE
Name of the Company : GUIAPPANNAVAR AUTO LTD
Address of the company : GUIAPPANNAVAR AUTO LTD
Vidhy nagar Bailhongal-591102
Year of Establishment : July 1998
Management Profile
Departments
Sales department:
This department of the sales manager under whom are sales executives. The sale
executives are the people who help the customers to provide the necessary information
regarding their product. They are the key people who convince the customers to buy their
product. This department is responsible for the sales of their product.
Spares Department:
Spares department consist of a manager who looks after all the transaction carried
out in the spare department. This department holds the spares of the TVS bikes. Under
the manager they are employees who are responsible for the carrying out the sales of the
spares and maintaining the records of the transactions.
Accounts department:
This department also consists of manager under whom there are other accountants
working. This department is responsible for maintaining the financial transactions carried
out within the organization. Maintaining the financial transactions, during the duay are to
be recorded by the accounts department.
Pre-delivery inspection:
This department consists of a PDI in charge under whom there are technician
working. The department is the responsible for checking the bike and making it ready
before the delivery is made.
Work station:
This department is responsible for the maintenance and servicing of the bikes. In
this department there is a service manager, under whom are supervisors or service
advisors. Under the supervisor are the technicians who service the bikes that have come
for servicing.
There are the departments within the organization who have to report to the ex-
director of the organization.
PART – 4
RESARCH METHODOLAGY
Methodology
SAMPLING
Selection of Sample
Sampling allows us to concentrate our attention upon relatively small number of people
and hence devote more energy to ensure that the informational collected from them is
accurate
POPULATION
People from Bailhongal city
SAMPLE FRAME
All the existing customer of TVS bike and potential customer
SAMPLE SIZE
100 Units
SAMPLE METHOD
Convenience and judgmental sampling.
DATA COLLECION APPROACH:
Primary Source:
Questionnaire
Unstructured interview
Secondary Source:
Company data through Internet
Organization Report
PART – 5
Cumulative
Frequency Percent Valid Percent Percent
Valid Advertisement 19 19.0 19.0 19.0
Low price 39 39.0 39.0 58.0
Bramd name 12 12.0 12.0 70.0
Fuel Maintenance 30 30.0 30.0 100.0
Total 100 100.0 100.0
40
39
30
30
20
19
Fre q u e n cy
10 12
0
Advertisement Bramd name
Low price Fuel Maintenance
02] Are you aware of any other Dealers of TVS bike in Bailhongal?
72
60
40
Frequency
28
20
0
yes no
The graph reveals that 72 respondents are aware of others dealers and distributors of
TVS bikes in Bailhongal and 28 are not aware. This means that awareness level of TVS
bikes in Baihongal is high but there is scope for further improvement.
03] Through which source of advertisement did you know about above dealers?
Through which source of advertisement did you know about above dealers?
Cumulative
Frequency Percent Valid Percent Percent
Valid Road shows 20 20.0 20.0 20.0
News paper 40 40.0 40.0 60.0
Fairs 9 9.0 9.0 69.0
TV ads 10 10.0 10.0 79.0
Sales person 14 14.0 14.0 93.0
Hoardings 7 7.0 7.0 100.0
Total 100 100.0 100.0
30
28
20
20
15
14
10
9
F re q u e n c y
7 7
0
Road shows Fairs Leaflets Hoardings
Newspaper TV Ads Sales Persons
20 respondents say they know the dealers through the Road shows
40 respondents say they know the dealers through the News paper
9 respondents say they know the dealers through the Fairs
10 respondents say they know the dealers through the TV ads
14 respondents say they know the dealers through the Sales person
7 respondents say they know the dealers through the Hoardings
Cumulative
Frequency Percent Valid Percent Percent
Valid yes 85 85.0 85.0 85.0
no 15 15.0 15.0 100.0
Total 100 100.0 100.0
80 85
60
40
Frequency
20
15
0
yes no
Cumulative
Frequency Percent Valid Percent Percent
Valid Tarun Bharat 50 50.0 50.0 50.0
Vijay Karnataka 21 21.0 21.0 71.0
Deccan Herald 7 7.0 7.0 78.0
Prajawani 5 5.0 5.0 83.0
The Times of India 17 17.0 17.0 100.0
Total 100 100.0 100.0
50
50
40
30
20
21
F re q u e n c y
17
10
7
0 5
Tarun Bharat Deccan Herald The Times of India
Vijay Karnataka Prajawani
06] Have you come across any ads of GUIAPPANNAVAR AUTO LTD in news paper
which you read?
Have you come across any ads of Gulappanavar Auto LTD in news paper
which you read?
Cumulative
Frequency Percent Valid Percent Percent
Valid yes 35 35.0 35.0 35.0
no 65 65.0 65.0 100.0
Total 100 100.0 100.0
Have you come across any ads of gulappanavar auto in news paper which you?
70
65
60
50
40
35
30
Frequency
20
10
0
yes no
The graph shows that 65 respondents have not seen any ads
GUIAPPANNAVAR AUTO LTD of TVS motors in news paper , and
30 respondents have seen the ads
Cumulative
Frequency Percent Valid Percent Percent
Valid Victor GL 6 6.0 6.0 6.0
Scooty pep 40 40.0 40.0 46.0
Star city 5 5.0 5.0 51.0
Flame 25 25.0 25.0 76.0
Apache 20 20.0 20.0 96.0
TVS star 4 4.0 4.0 100.0
Total 100 100.0 100.0
40
40
30
25
20
20
F re q u e n cy
10
6 5
0 4
Victor GL Scooty pep Star city Flame Apache TVS star
Cumulative
Frequency Percent Valid Percent Percent
Valid Celebrities 50 50.0 50.0 50.0
Humor 33 33.0 33.0 83.0
Action 12 12.0 12.0 95.0
Thriller 5 5.0 5.0 100.0
Total 100 100.0 100.0
50
50
40
30 33
20
F re q u e n cy
10 12
5
0
Celebrities Humor Action Thriller
Cumulative
Frequency Percent Valid Percent Percent
Valid Called the dealer 19 19.0 19.0 19.0
Visit the dealer 21 21.0 21.0 40.0
Gathered more
information from 20 20.0 20.0 60.0
friends/ others
Browse the internet 3 3.0 3.0 63.0
No action 37 37.0 37.0 100.0
Total 100 100.0 100.0
37
30
20 21
20
19
F re q u e n c y
10
0 3
Called the dealer Gathered more inform No action
Visit the dealer Browse the internet
10] Have you seen any Hoardings of GUIAPPANNAVAR AUTO LTD in Bailhongal?
Cumulative
Frequency Percent Valid Percent Percent
Valid yes 30 30.0 30.0 30.0
no 70 70.0 70.0 100.0
Total 100 100.0 100.0
70
60
40
30
Frequency
20
0
yes no
The graph shows that 70 respondents have not seen any Hoarding of,
GUIAPPANNAVAR AUTO LTD and
30 respondents have seen the Hoarding.
Cumulative
Frequency Percent Valid Percent Percent
Valid The sales people are
39 39.0 39.0 39.0
good
Quality of service and
14 14.0 14.0 53.0
responsive is very good
Easy finance
10 10.0 10.0 63.0
assistance is available
After sales, service is
37 37.0 37.0 100.0
good
Total 100 100.0 100.0
40
39
37
30
20
F re q u e n cy
14
10
10
0
The sales people are Easy finance assista
Quality of service a After sales, service
39 respondents say they would buy at mentioned dealer because sales person are
good
Cumulative
Frequency Percent Valid Percent Percent
Valid Road shows 14 14.0 14.0 14.0
Newspaper 28 28.0 28.0 42.0
Fairs 9 9.0 9.0 51.0
TV Ads 7 7.0 7.0 58.0
Leaflets 15 15.0 15.0 73.0
Sales Persons 7 7.0 7.0 80.0
Hoardings 20 20.0 20.0 100.0
Total 100 100.0 100.0
28
20
20
15
14
10
F re q u e n cy
9
7 7
0
Road shows Fairs Leaflets Hoardings
Newspaper TV Ads Sales Persons
14 respondents feel that the road shows would be more effective in Bailhongal
for the sale of bikes.
28 respondents say newspaper would be more effective.
9 respondents say fairs would be more effective.
7 respondents say TV ads would be more effective.
15 of the respondents say leaflets would be more effective.
7 of the respondents say sales persons would be more effective.
20 of the respondents say Hoardings would be more effective
PART – 6
FINDINGS
The criteria on the basis of which respondents bought TVS bike is low price
as said by 39% of respondent , followed by fuel efficiency is 30%
65% respondents has not come across Bailhongal TVS ads in news
paper and 35% come across ads in news paper
70% respondents have not seen the hoardings of, GUIAPPANNAVAR AUTO
Vidhya Nagar in Bailhongal only 30% respondents have seen the hoardings
14% of the respondents feel that the road shows would be more
effective in Bailhongal for the sale of bikes, 28% of the respondents say
newspaper would be more effective, 7% of the respondents say TV ads
would be more effective,20% of the respondents feels hoardings are more
effective
CONCLUSION
TVS Victor and Apache are the most technically sophisticated bikes. TVS pep, TVS pep
Wimbledon is the most demanding bike. TVS Flame is the new launched bike
Gulappannavar auto established on July 1998.It has record of selling
more than 1200 bikes in short period of time .It offers better service to satisfy every
customer
Recommendation
1) Newspaper is the media through which most of the customer could know about
GUIAPPANNAVAR AUTO. So company should emphasis on this mean of
advertisement so as to create awareness
2) To make ads effective company should use celebrities in ads and there should be action
and thrill in ads that attracts viewer
3) Company can think of installing hoarding n prime locations for the visibility
4) The company should spend more on advertisement that is news paper, hoardings, road
shows, local TV spot networks. The company should try to attract the attention of the
customer towards the advertisement
5) Gulappanavar TVS motors should involve as many as financial partners for easy
finance assistance to the customer
6) Gulappanavar TVS motors can still improve the quality of service offered to the
customer
Annexure:
QUESTIONNAIRE
________________________________________________________________
a) Advertisement
b) Low price
c) Brand Name
d) Fuel Maintenance
Yes No
If Yes, which
_________________________________________________
4] Through which source of advertisement did you know about above dealers?
a) Road shows
b) News paper
c) Fairs
d) TV ads
e) Sales person
f) Hoardings
Yes No
a) Tarun Bharat
b) Vijay Karnataka
c) Deccan Herald
d) Prajawani
7] Have you come across any ads of Gulappanavar TVS MOTORS in news paper
which you read?
Yes No
a) Victor GL
b) Scooty pep
c) Star city
d) Flame
e) Apache
a) Celebrities
b) Humor
c) Action
d) Thriller
e) No action
12] Have you seen any Hoardings of Gulappanavar TVS MOTORS in Bailhongal?
Yes No
13] In future if you would like to buy TVS bike where would you buy it in
Bailhongal
____________________________________________________________
15] Which sources of advertisement according to you would be more effective in Bailhongal
city for sale of bikes?
a. Road shows
b. Newspaper
c. Fairs
d. TV Ads
e. Leaflets
f. Sales Persons
g. Hoardings
BIBLIOGRAPHY
BOOKS
Marketing Management by Philip Kotler
Marketing Research By Naresh Malhotra
WEB SITES
www.google.com
www.tvsmotors.com