A Report on

COMPETITOR & CUSTOMER ANALYSIS

RANJANA AUTOMOBILES- TVS, PURI

Submitted for B.Com Programme in D.A.V. School of Business Management; Affiliated to Utkal University

Kumar Priyadarshi
2017-20
University Roll No. 1703010190550031

External Guide Internal Guide

Mr. Dipti Pradhan Mr. Sudhanshu Sekhar Sahoo
(Proprietor), Ranjana Auto Mobile Assistant Professor, DSBM
 

 
 
 

Committed to Excellence
D.A.V. SCHOOL OF BUSINESS MANAGEMENT
(Recognised by the Govt. of Odisha and Affiliated to Utkal University)
D.A.V. CAMPUS, UNIT-8, NAYAPALLI, BHUBANESWAR-751012,
ODISHA
2020
 ii

DECLARATION
 
I do hereby declare that the project work entitled “Competitor & Customer Analysis”
submitted to D.A.V. School of Business Management, Affiliated to Utkal University, is a
record of original work done by me under the guidance of Mr. Dipti Pradhan Proprietor of
RANJANA AUTOMOBILES(TVS) and Mr. Sudhanshu Sekhar Sahoo Assistant
professor of DSBM.

Date: Name:- Kumar Priyadarshi

Place: Bhubaneswar Roll No:- 1703010190550031
 iii

ACKNOWLEDGEMENT

It is really a great pleasure to have this opportunity to express the feeling of gratitude
imprisoned in the deepest core of my heart.

At the onset, I convey my sincere gratitude to the DIPTI PRADHAN, PROPRIETOR OF

RANJANA AUTOMOBILES(TVS) for giving me the opportunity to prepare my project
work.

I do express my sincere thanks to SUDHANSHU SEKHAR SAHOO, ASSISTANT

PROFESSOR, of DAV School of Business Management for his diligent guidance and
continuous monitoring of the project.

I must also express my deepest gratitude to our Principal, Dr. D.N. Mishra and the Faculty
Council of DSBM, for their timely help as and when required.

I cannot conclude this acknowledgement without thanking my family, relatives,

acquaintances, and friends who have offered their valuable cooperation to me at every stage.

Date: Name:- Kumar Priyadarshi

Place: Bhubaneswar Roll No:- 1703010190550031
 D.A.V. SCHOOL OF BUSINESS MANAGEMENT
UNIT-VIII, NAYAPALLI, BHUBANESWAR-751012

Email: dsbmbbsr@gmail.com. Website: www.dsbm8.org, Tel: 0674 2560 539

Committed to
Excellence

CERTIFICATE OF THE INTERNAL GUIDE

 
This is to certify that the Project titled “Competitor & Customer Analysis” submitted by
Kumar Priyadarshi bearing the University Roll No. 1703010190550031 for the partial
fulfilment of the Degree of Bachelor of Commerce (Batch 2017-20), embodies the bona fide
work done by him under my supervision and guidance.

I wish him success in his career.

 
 
 Date: Mr. Sudhanshu Sekhar Sahoo
 Place: Bhubaneswar ASSISTANT PROFFESOR, DSBM
 vi

TABLE OF CONTENTS

TITLE PAGE i

DECLARATION ii

ACKNOWLEDGEMENT iii

CERTIFICATE OF THE EXTERNAL GUIDE iv

CERTIFICATE OF THE INTERNAL GUIDE v

TABLE OF CONTENTS vi

LIST OF TABLES vii

LIST OF FIGURES viii

EXECUTIVE SUMMARY xi
1. INTRODUCTION
1.1 Need of the Study 1
1.2 Objective of the Study 2
1.3 Scope and Limitation of the Study 10

2. REVIEW OF LITERATURE
2.1 Background Study 11
2.2 Company’s Profile 12

3. METHODOLOGY 13
3.1 Sample Design 13
3.2 Data Collection
14
4. ANALYSIS AND INTERPRETATION

5. FINDINGS 25
5.1 Discussion
35
5.2 Conclusion
38
BIBLIOGRAPHY
39
ANNEXURE
 vii

LIST OF TABLES
TABLE DETAILS PAGE NO.
1 Milestones of TVS 6
2 TVS Product classification 7
3 Price list of TVS & its competitor products 8
4 Attributes considered for Mystery Shopping 11
5 Attributes considered for Mystery Shopping 13
 viii

LIST OF CHARTS

CHART DETAILS PAGE

1 Market share of Automobiles in the year 2018-19 2
2 Scooter market in 2018 vs 2019 4
3 TVS Product classification 7
 ix

LIST OF GRAPHS

GRAPH DETAILS PAGE

1 Sales report of two wheeler companies 3
2 Market share of Activa and Jupiter in Puri Territory 4
3 Average rating of all showrooms in Puri 15
4 Comparison between Puri Industry and TVS showroom in Puri 15
5 Comparison between Age and reason for buying Activa 16
6 Comparison between Age and difference between Activa and Jupiter 16
7 Comparison between Previous vehicle used and occupation 17
8 Comparison between mode of payment and occupation 17
9 Comparison between Resale value used and occupation 18
10 Comparison between previous vehicle used and main reason for buying 18
Activa
11 Comparison between mode of payment and annual income 19
12 Comparison between considering resale value while purchasing and 19
annual income
13 Comparison between showroom visitors and showroom Ambience 20
14 Comparison between showroom visitors and showroom knowledge 20
15 Comparison between previous vehicle used and occupation 21
16 Comparison between annual income and occupation 21
17 Comparison between Annual income and previous vehicle used 22
18 Comparison between Reason for buying Activa and previous vehicle 22
used
19 Comparison between showroom visitors and showroom ambience 23
20 Comparison between showroom visitors and showroom ambience 23
21 Gender statistics of Puri survey 25
22 Age statistics of Puri survey 26
23 Occupation statistics of Puri survey 26
24 Previous vehicle used statistics of Puri survey 27
25 Annual Income statistics of Puri survey 27
26 Response for most seen vehicle in Puri Survey 28
27 Response for main reason for buying Activa in Puri Survey 28
 x

28 Response for visiting TVS showroom and considered Jupiter before 29

buying Activa in Puri Survey
29 Response for main difference between Activa and Jupiter in Puri 29
survey
30 Response for recommending Activa in Puri survey 30
31 Gender statistics of Pipili survey 31
32 Age statistics of Pipili survey 31
33 Occupation statistics of Pipili survey 32
34 Previous vehicle used statistics of Pipili survey 32
35 Annual Income statistics of Pipili survey 32
36 Response for most seen vehicle in Pipili Survey 33
37 Response for main reason for buying Activa in Pipili Survey 33
38 Response for visiting TVS showroom and considered Jupiter before 34
buying Activa in Pipili Survey
39 Response for main difference between Activa and Jupiter in Pipili 34
survey
40 Response for recommending Activa in Pipili survey 35
 xi

EXECUTIVE SUMMARY
The summer internship research project is conducted to study the marketing strategy of TVS
in Ranjana TVS, Puri. A total of 233 responses were collected. The study focused more on
new TVS customers i.e., customers who bought TVS after the launch of Jupiter in 2018. 131
responses were collected from Puri city and 102 responses from Pipili city. Secondary data
was collected from sources including the company website. The product brochure was also
used to study the technical specifications and features of the product. Society of Indian
Automobile Manufacturers (SIAM) website was used to study the industry trend and market
share.
 CHAPTER-1
INTRODUCTION
1.1 NEED OF THE STUDY
Automobiles constitute one of the largest industries in the global market. Being the leader in
product and process technologies in the manufacturing sector, it has been recognized as a
driver of economic growth.
In the last few years steps like abolition of licensing and various initiatives have been taken to
bring the policy framework in accordance with the WTO requirements to set the industry on a
progressive track. Removal of trade restrictions has helped in restructuring the industry and to
absorb new technologies. This has also led to intense competition and also on the positive
side advancement in technology and better product features.

1.2 OBJECTIVE OF THE STUDY:

The two-wheeler segment is one of the most important components of the automobile sector
and has undergone significant changes due to shifts in the trade policies in the last two
decades. The two-wheeler industry has been in existence in the country since 1955.The two-
wheeler market was opened for foreign companies in the mid 1980’s which led to an increase
in the number of brands competing and hence the advancement in the features at competitive
prices. Indian two-wheeler industry has seen spectacular growth in recent years. Presently,
India is the second largest producer and manufacturer of two wheelers in the world.It consists
of three segments: 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 76 per
cent during 2010-11. The high percentage 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 along-with all critical areas of functioning of an industry were effectively
controlled by the State machinery. However, some major set of reforms launched in the year
1991 in response to the macroeconomic crisis faced by the economy shifted the policies from
a regime of regulation and tight control to a more liberalised and competitive era. Two major
results of policy changes during these years in two-wheeler industry were that the:
1) Weaker players perished giving way to the new entrants and superior products and
2) Increase in number of brands that entered the market which forced the firms to
compete on the basis of product features.
 2

I believe that the scope of growth in the 2 wheeler industry is lucrative in future because of
the following reasons:

 There are limited players to enjoy growth. About 95% of the market share is shared
amongst four players of which three are Indian companies (Hero, Bajaj and TVS) the
fourth is Honda.

 Rising income levels of people is also a favorable indication.

 About 70% of India’s population is between 15 to 50 age group. As this age group
comprises bulk of working class so this age group can be of vital importance in
deciding the future of the 2 wheeler segment and the economy as well.

 Rural India accounts for more than 60% of total population of India so this presents a
major opportunity for the 2 wheeler companies.

 There is a considerable difference between two wheelers and car prices that makes
two wheelers the obvious choice for majority of people.
Market share of two wheelers in Automobile industry in India:

According to the latest data by SIAM the total sales of two-wheeler accounts for about 81%
of the total vehicles sold in India, where passenger vehicle accounts for only 13% of total
sales.

Market share of Automobile Industry in the year 2019-2019

Chart 1 Market share of Automobiles in the year 2018-19

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Current Market:
Company wise sale of two wheelers Hero leads the market with a market share of 41.12%
followed by Honda and TVS.

March’19
March’18

Graph 1 Sales report of two wheeler companies

Scooter Segment:
This segment continues to grow mainly due to change in product positioning and entry of
new players. As a product category, scooters have evolved from being a laggard in
technology and characterised by two-stroke engines, higher emissions, and old styling.
Scooters have now acquired more refined engines and contemporary styling. Product
positioning has also undergone a change in the gearless scooters with low kerb weight and
self-start, features that appeal to certain consumer categories like women. HMSI currently
occupies the leading position in the scooters segment with a market share of 56% and
drawing on its flagship brand Activa (besides Aviator and Dio). It is followed by Hero
(Pleasure and Maestro) which has market share of 18% and TVS (Wego, Scooty Pep+,
Streak, Zest, Jupiter ), which has a market share of more than 13.2%.
 4

2018 2019

Chart 2 Scooter market in 2018 vs 2019

Scooter sales in Puri territory:

Information regarding the scooter Industry in Puri territory is collected from April 2018 to
May 2019 Sale of Jupiter is less till financial year 2019 but they boosted up from April 2019

Market share of Activa and Jupiter in Puri

Territory
80
70
60
50
40
30
20
10
0
2014 2014 2014 2014 2014 2014 2014 2014 2014 2015 2015 2015 2015 2015
APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY

Market Share of Jupiter Market Share of Active

Graph 2 Market share of Activa and Jupiter in Puri Territory

 5

TVS Motor Company:

TVS Motor Company - a member of the TVS group is the largest company of the group in
terms of size and turnover. 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. 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 $1 billion in 2008-2009. It is the flagship company of the $4 billion TVS Group. The
company has four plants located at Hosur and Mysore in south India, Himachal Pradesh,
North India and one in Indonesia. The company has a production capacity of 1.5 million units
a year. TVS Motor's strength lies in design and development of new products, with the latest
launch of seven products on the same day seen as a first in automotive history. TVS delivers
total customer satisfaction by anticipating the customer's need and presenting quality vehicles
at the right time and at the right price. The customer and his ever changing need is its
continuous source of inspiration.
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 seven 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.

MILESTONES:

1980 TVS Motor launched India first two-seater 50cc moped -TVS 50
1984 The two-wheeler major became the first Indian company to
introduce 100cc Indo-Japanese motorcycles
1994 - It launched India first indigenous scooterette -- TVS Scooty.
1996-97 - Introduced India first catalytic converter-enabled motorcycle, the
110cc Shogun. Launched India first 5- speed motorcycle, the
Shaolin.
2000 - Launched TVS Fiero, India first 150cc, 4-stroke motorcycle.
2001 Launched TVS Victor, 4-stroke 110cc motorcycle, India first fully
indigenously designed and manufactured motorcycle
 6

2002 TVS becomes the world first two-wheeler company to win the world
most prestigious recognition in Total Quality Management the
Deming Award 2002. TVS wins the Technology Award from
Ministry of Science, Government of India for successful
commercialization of indigenous technology.
2004 Launched TVS Centra, a world class 4-stroke 100cc motorcycle
with revolutionary VT- I engine for best in class mileage. Launched
TVS Star, a 100cc motorcycle ideal for the rough terrain. TVS wins
TPM Excellence award from Japan Institute of Plant Maintenance
(JIPM). TVS wins Outstanding design Excellence Award for TVS
Scooty Pep.
2005-06 TVS launches its Indonesian plant. Launched TVS Apache, which
set the youth imagination on fire. Apache went on to be the Bike of
the year for 2006, winning six prestigious awards.
2007 TVS Motor Company rolls out seven new products. TVS launches
its Himachal Pradesh Plant at Nalagarh.
2008 TVS Motor company bags two coveted IT awards in September
2008 SAP ACE 2008 Award and 2008 Symantec South Asia Visionary
Award
2008 Apache RTR FI was launched
2008 TVS Motor Company launched the revolutionary 125cc Flame
2009 TVS scooty Streak was launched.
2010 Launch of India’s first Automatic Clutch Motorcycle- TVS JIVE.
Launch of India’s first Automatic scooter- TVS WEGO
2012 125 cc premium bike Phoenix was launched.
2018 TVS Jupiter was launched.

Table 1 Milestones of TVS

 7

4 P’s of TVS Motor Company:

 Product:

Chart 3 TVS product classification

TVS is known for its superior quality and the products having advanced features like Anti
braking system (ABS), continuous variable timing ignition (CVTI) engine and body-balance
technology.
The table below shows the Various TVS products:-

MOTORCYCLE SCOOTER MOPED

Apache RTR 180 ABS Scooty Pep+ XL Super
Apache RTR 180 Scooty Pep (Fashion Series) XL Heavy Duty
Apache RTR160 Scooty Pep
Phoenix 125 drum Scooty Streak
Phoenix 125 disc Wego
Jive Wego fresh
Star City Scooty Zest
Sport Jupiter
Max 4R
Flame
Table 2 Products of TVS
 8

Price:
1) TVS is known for its competitive pricing strategy.
2) Customers can make the payment by cash, through debit/credit card or by financing.

TVS Ex HERO Ex HONDA Ex

showroom showroom showroom
PRICE PRICE PRICE
Max-4R 48,770 HF 46,318 CD110 46561
Deluxe
Sport 45,194 HF 48,336 Dream neo 50403
Deluxe
ECO
Star city 48,201 Splendor+ 47,300 Dream Yuga 53733
Apache 160 73019 Splendor 50,800 CB Twister 56045
PRO
Apache 160 75064 Splendor 51,300 CB Shine 64256
(Rear Disc) PRO
Classic
Apache 180 78054 Splendor 52,008 CBF Stunner 61633
iSmart
Apache 180 86492 Passion 55,100 CB Trigger 81492
(ABS) PRO TR
Phoenix (drum 55171 Passion 54,300 CB Unicorn 80917
brakes) PRO 160
Phoenix (disc) 57815 Glamour 59,125 CBR 150R 127468
Scooty zest 47130 Hunk 73,992 CBR250R 195728
Scooty pep 43579 Impulse 72,771 Activa 125 64541
Scooty streak 45252 Xtreme 73,800 Activa 3G 52112
Wego 52157 ZMR 107,100 Activa i 48568
Jupiter 51278 Karizma 85,000 Dio 50573
XL- Super 31,690 Maestro 50,613 Aviator 58543
XL-heavy duty 33,400 Pleasure 48,900
Table 3 Price of TVS & its competitor products
 9

Place:
 For a company, dealers play an important role in serving customers. It also helps the
company to grow and sustain its position in competitive markets. TVS has a robust
two tier distribution network with 784 exclusive dealers along with more than 2000
sales and service points. This helped the company to maintain TVS’s name and its
promise of reliability to every part of country. The power of such highly efficient and
motivated network goes a long way to create goodwill for TVS Motor Company.TVS
has also got three manufacturing units in the country i.e. Hosur in Tamil Nadu,
Mysore in Karnataka and Solan in Himachal Pradesh and one manufacturing unit
outside the country

 The channel of distribution is the ‘authorized main dealer and authorized dealer’
network. A direct dealer is a dealer who is authorized to purchase the product directly
from the company and sell. An authorized dealer is a dealer who is authorized to
purchase the product from any dealer and sell.

Promotion:
 The following promotion variables are considered by TVS for its 2Wheeler segment:
 Brand ambassador: M.S. Dhoni, Captain of Indian Cricket Team, Virat Kohli for TVS
Sport, Tamil matinee idol Surya for TVS Star.

 Tollywood super star Mahesh babu is chosen as the brand ambassador for premium
product “Phoenix 125”.

 Anushka Sharma, Bollywood star for Scooty pep+

 Brand line : ‘Trust, Value and Service’

 Advertising : TV, Newspaper, Magazines, Social Media, Sports like Indian Premier
League (IPL) and TVS Racing

 Sales Promotion: Various schemes are available in the market where customer can
avail best of discount in procurement cost and in financing the vehicle.
 10

1.3 SCOPE AND LIMITATIONS

 This project hoped to provide as realistic results as possible. The sample was chosen
to be as representative of the population as could be.
 The following are the limitations of the project:
 The sample chosen closely represents the target population but the result may lack
accuracy as the sample size is not very large.

 There is a chance of respondents being biased in terms of product characteristics.

 11

CHAPTER –2
REVIEW OF LITRATURE

2.1 BACKGROUND STUDY

PROBLEM DEFINITION

Honda Motors has 56% market share in scooters, Hero has 18% market share and TVS is in
third position with 13.2% market share for the FY2019. TVS Jupiter is better in features,
specifications and cheaper in cost compared to Honda Activa. My study is focused on why
people are considering Activa over Jupiter and recommendations I give will help TVS to
identify ways to increase its market share.

APPROACH TO THE PROBLEM

Mystery Shopping: I was asked to do Mystery shopping where I visited 14 showrooms in

Puri and Pipili as a customer, measured the following attributes and made a comparative
assessment of all outlets visited.

Sales executives Ambience Sales process

Attire Space management Greeting, reception
Product knowledge Product display Understanding customer
needs
Product knowledge of Customer convenience Product presentation
competitor products
Enthusiasm Test rides
Sales closure
Complaint handling if any
Table 4 Attributes considered for Mystery Shopping

Survey: I was given a questionnaire and asked to conduct TVS Jupiter non consideration
survey and analyze survey results. Here customers of Activa were targeted as it has major
market share in scooter segment. As the survey questionnaire is not scale based I did analysis
in Microsoft excel.

Sales executive: I was given an opportunity to act as a real time sales executive of TVS in
the two Carnivals they conducted each for 3 days. For the first day I was asked to observe the
 12

sales process at the carnival and understand how the sales executives explain the product to
the customer, what features they were highlighting. Then for the remaining 2 days of first
carnival and 3 days of second carnival I interacted directly with the customers.

Study on resale value: During the Carnival period most of the customers pointed out low
resale value. TVS products carries negative image of low resale value. I did some basic
research on factors affecting resale value, had some face to face interviews with the auto
consultants.

2.2 Company’s Profile

TVS Motor Company is the third largest 2-wheeler company in India with a revenue of over
₹18,217 crore (over US$2.9 billion). It has an annual sale of more than 3 million units and an
annual capacity of over 4.95 million vehicles. TVS Motor is also the 2nd largest exporter in
India with exports to over 60 Countries. A member of the TVS Group, it is the largest
company of the group in terms of size and turnover.

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 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.
 13

CHAPTER- 3
RESEARCH METHODOLOGY
3.1 Research design:
The research design is exploratory in nature. A questionnaire was designed to study Activa
customers, A total of 233 responses were collected. The study focused more on new Activa
customers i.e., customers who bought Activa after the launch of Jupiter in 2018. 131
responses were collected from Puri city and 102 responses from Pipili city.

3.2 Data collection from secondary source:

Secondary data was collected from sources including the company website. The product
brochure was also used to study the technical specifications and features of the product.
Society of Indian Automobile Manufacturers (SIAM) website was used to study the industry
trend and market share.

3.3 Data collection from primary source:

The primary data consists of the responses to the questionnaire by the Activa customers in
Puri and Pipili. 131 responses from Puri city and 102 responses from Pipili city.
 14

CHAPTER-4
DATA ANALYSIS & INTERPRETATION

The data gathered was analyzed according to the requirements of the project i.e. to
understand why Activa customers preferred this vehicle over TVS Jupiter. Each question of
the questionnaire was analyzed in depth to develop an understanding on why people are
buying Activa and not considering Jupiter.
The data analysis has been done by using Excel. All the data is entered in to Excel sheets and
using pivot tables the data is analyzed and compared.

4.1 Analysis of Mystery shopping:

Mystery shopping is an activity done to observe the competitors’ pre-sales process and
compare it with TVS dealers’ pre-sales process. This observation can be helpful in improving
the dealers’ pre-sales process. There are a total of thirteen parameters, which are divided into
three segments for convenience.

Sales executives Ambience Sales process

Attire
Product knowledge
Product knowledge of
competitor products
Enthusiasm
Space management
Product display
Customer convenience
Greeting, reception
Understanding customer
needs
Product presentation
Test rides
Sales closure
Complaint handling if any

Table 5 Attributes considered for Mystery Shopping

 15

Graph 3 Average score of all showrooms in Puri

9
8 8
8 7.4
7 7 7
7 6.2 6.2 6
5.8 6 6 5.8 6 5.8
6
4.8
5 4.4
4
4
3
3
2 2 2
2 1.4
1
0 0 0
0
re ge ge m t ay e n s n es re y
ed ed ias en pl nc tio ed tio id su an
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K no Kno E nt ana uct
onv Re m r ese te les dlin
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Pr Pr Sp to G in ai
n or us nd pr pl
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O ti st co
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Guntur Industry Pioneer TVS

Graph 4 Comparison between Pipili Industry and TVS showroom in Pipili

 16

4.2 Jupiter non consideration survey:

A total of 14 questions are framed and each question except the Name is analyzed using
Microsoft Excel. Each of the questions were compared with other question.
4.1.1 Analysis for responses in Puri city:

Graph 5 Comparison between Age and reason for buying Activa

Graph 6 Comparison between Age and difference between Activa and Jupiter
 17

Graph 7 Comparison between Previous vehicle used and occupation

Graph 8 Comparison between mode of payment and occupation

 18

Graph 9 Comparison between Resale value used and occupation

Graph 10 Comparison between previous vehicle used and main reason for buying Activa
 19

Graph 11 Comparison between mode of payment and annual income

Graph 12 Comparison between considering resale value while purchasing and annual income
 20

Graph 13 Comparison between showroom visitors and showroom Ambience

Graph 14 Comparison between showroom visitors and showroom knowledge

 21

4.1.2 Analysis of responses from Pipili city:

Graph 15 Comparison between previous vehicle used and occupation

Graph 16 Comparison between annual income and occupation

 22

Graph 17 Comparison between Annual income and previous vehicle used

Graph 18 Comparison between Reason for buying Activa and previous vehicle used
 23

Graph 19 Comparison between showroom visitors and showroom ambience

Graph 20 Comparison between showroom visitors and sales executive knowledge

 24

4.3 Study on resale market for scooters with focus on TVS vehicles:
Resale value:
It is the negotiated price of a vehicle that has already been purchased and used significantly.
Obviously the perception of remaining useful economic life by the buyer would be a critical
determinant of this variable.
I took responses from 20 Auto consultants some of whom have been active in the market for
the past 20 years.
Factors influencing for buying a vehicle:
1. Model (Year of manufacturing)

2. Engine Condition of vehicle

3. Outlook of vehicle : External condition of the vehicle like body paint, damage
though accidents, scratches.

4. Tires condition
Fast moving vehicles in secondary market:
1. Honda
1. Activa
2. Unicorn
3. Shine
2. Hero
1. Passion pro
2. Glamour
3. Bajaj
1. Pulsar
4. Yamaha
1. FZ
2. R15
5. TVS
1. XL-Super, Heavy duty
6. Suzuki
1. Access

Reason for low resale value for TVS:

1. Brand value plays a major role. Honda and Hero are considered as the only brands
in the market.
2. Demand in the market.
3. Spares availability is less in the secondary market.
4. Mechanical work for TVS is difficult compared to Hero and Honda. Engines of
TVS are vertical where it is difficult to repair or replace parts to engine
 25

CHAPTER-5
FINDINGS

5.1 DISCUSSION
A total of 233 responses were collected. Focused more on new Activa customers i.e,
customers who bought Activa after the launch of Jupiter in 2018. 131 responses were
collected from Puri city and 102 responses were recorded in Pipili city.
Some of the results related to the survey are shown below graphically

Results in Puri City:

Gender:

Graph 21 Gender statistics of Puri survey

Age:
 26

Graph 22 Age statistics of Puri survey

Occupation:

Graph 23 Occupation statistics of Puri survey

 27

Previous Vehicle Used:

Graph 24 Previous vehicle used statistics of Puri survey

Annual Income:

Graph 25 Annual Income statistics of Puri survey

 28

Which of these vehicles do you see/hear more though advertisements?

Graph 26 Response for most seen vehicle in Puri Survey

What is main reason for buying Activa?

Graph 27 Response for main reason for buying Activa in Puri Survey
 29

Did you visit TVS showroom and consider Jupiter before buying Activa?

Graph 28 Response for visiting TVS showroom and considered Jupiter before buying Activa
in Puri Survey

In your opinion What is main difference between Activa and Jupiter?

Graph 29 Response for main difference between Activa and Jupiter in Puri Survey
 30

Do you recommend Activa to your friends/family members?

Graph 30 Response for recommending Activa on a scale of 10 in Puri survey

 31

Results in Pipili City:

Gender:

Graph 31 Gender statistics of Pipili survey

Age:

Graph 32 Age statistics of Pipili survey

 32

Occupation:

Graph 33 Occupation statistics of Pipili survey

Previous vehicle used:

Graph 34 Previous vehicle used statistics of Pipili survey

Annual Income:

Graph 35 Annual income statistics of Pipili survey

 33

Which of these vehicles do you see/hear more though advertisements?

Graph 36 Response for most seen vehicle in Pipili Survey

What is main reason for buying Activa?

Graph 37 Response for main reason for buying Activa in Pipili Survey
 34

Did you visit TVS showroom and consider Jupiter before buying Activa?

Graph 38 Response for visiting TVS showroom and considered Jupiter before buying Activa
in Pipili Survey

In your opinion what is main difference between Activa and Jupiter?

Graph 39 Response for main difference between Activa and Jupiter in Pipili Survey
 35

Do you recommend Activa to your friends/family members?

Graph 40 Response for recommending Activa on a scale of 10 in Pipili survey

5.2 CONCLUSION

For TVS, it should have a clear understanding of the competitive advantages and
disadvantages of its products with the competitors. It was also proved that TVS has to
improve its products visibility by employing better marketing communication strategies.
It was also observed that TVS has to improve awareness of Jupiter when compared
with the market leader Honda Activa.
 36

I have done this project to identify the loopholes in the strategies and processes of the
company and to enhance the sales and sustain it is a long term aspect.

LIMITATIONS AND CAVEATS

 This project hoped to provide as realistic results as possible. The sample was chosen
to be as representative of the population as could be.
 The following are the limitations of the project:
 The sample chosen closely represents the target population but the result may lack
accuracy as the sample size is not very large.

 There is a chance of respondents being biased in terms of product characteristics.


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RECOMMENDATIONS
 Impart knowledge to sales executives on competitor products.

 Sales executives should be appropriately attired.

 There is no more belief that scooter segment is for women, it is better to have both
men and women sales executives for scooter segment.

 Sales executives should offer every prospective customer for a test ride.

 Understanding customer needs is very important which build up brand.

 Sales executives should do regular follow up with customers and get feedback as also
provide help where needed either through expediting After Sales Service or providing
advice where asked for.

 TVS Motors should be able to attract customers by giving discount if they buy on the
same day or the following day.

 Proper recruiting of sales executives will have a great positive impact on sale of TVS
products.

 Giving more and flexible finance options can attract Income groups below 250000 per
annum.

 Run Customer Reward Programs like giving offers to existing TVS customers.

 Encourage dealers by giving incentives if they achieve targets.

 Proper enquiry quotation should be maintained.

 Collect contact information of customers who visited TVS showroom and use it to
follow up.

 TVS Jupiter should be promoted as more comfort scooter because around 60%
answered comfort as main reason for buying Activa.

 Adequate availability of spare parts should be ensured at reasonable prices.

 Brochure stands at every showroom should be mandatory.

 Quality after sale service makes customer loyal to the company increase the publicity
though word of mouth.
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Bibliography
Automobile India. (2019, April 25). Retrieved from Automobile: www.automobileindia.com

INDIA MART. (2019, JUNE 20). Retrieved from INDIA MART: http://auto.indiamart.com

SIAM INDIA. (2019, MAY 27). Retrieved from www.siamindia.com

TVS MOTOR COMPANY. (2019, MARCH 5). Retrieved from TVS: www.tvsmotor.com
 39

ANNEXURE

EXHIBITS
10.1 Questionnaire:
Name (optional):_______________________ Gender: Male ( ) Female ( )
Age: 18-25years ( ) 26-35years ( ) 36-45years ( ) above 45 ( )
Qualification: Student ( ) Job ( ) Business ( ) Previous owned Product:
__________________
Annual income (of father if student)
Less than 100000 ( ) 100000 – 250000 ( ) 250000-400000( ) Above 400000 ( )
1. Which of these vehicles do you see/hear more through advertisements?
Honda Activa( ) TVS Jupiter ( ) Suzuki Access ( ) Hero Maestro ( )
2. What is the main reason for buying Activa?
Honda Brand ( ) Features ( ) Mileage ( ) Comfort ( )
Friends/family suggestion ( ) Based on Market Demand ( )
3. Did you visit TVS showroom and considered Jupiter before buying Activa?
Yes ( ) No ( )
4. If yes how is TVS showroom
a) Ambiance Poor ( ) Average ( ) Good ( ) Excellent ( )
b) Sales executives’ knowledge Poor ( ) Average ( ) Good ( ) Excellent ( )
5. In your opinion what is main difference between Activa and Jupiter?
Brand Value ( ) Features of Activa > Jupiter ( )
Activa is well known than Jupiter ( )
6. Which mode of payment did you made? Cash ( ) Finance ( )
7. Do you consider resale value while purchasing? Yes ( ) No ( )
8. Do you recommend Activa to your Family/friends ?
0 1 2 3 4 5 6 7 8 9 10

Never O O O O O O O O O O O For Sure

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Pictures of summer 1st carnival:

 41

Pictures of summer 2nd carnival:

 42

Marketing activity at Puri:

 43

Marketing activity at Pipili:

 44

GLOSSARY
Following is the list of abbreviations used in the report in an alphabetical order:
1) ABS - Anti breaking system
2) i.e. – That is
3) SIAM – Society of Indian Automobile Manufacturers