TVS Report

SIP at TVS Motor Co.2011 ACKNOWLEDGMENT I would like to express my gratitude towards Mr Niraj Kumar (GM-Service TVS Motors Delhi) who gave me the opportunity to work for TVS Motors as a summer intern. This project has provided me with valuable insights in practical aspects of the two - wheeler marketing. I take this opportunity to express my sincere gratitude to Mr Ravindra Chauhan (Area Manager, Rajasthan) and Mr Maninder Singh (Territory Manager, Jaipur) for their valuable inputs and guidance. I hope that TVS motors and IMT Nagpur is benefited from the inferences, conclusions and recommendations made by me in this report. Prateek Chaturvedi PGDM-2010295 IMT NAGPUR Page 1 SIP at TVS Motor Co. 2011 EXECUTIVE SUMMARY The summer training that we do is to get an experience of how the corporate world functions and how the theory is different from the practical aspects of the industry. For the same purpose I got an opportunity for my training at TVS Motors in the Sales and Service Department. 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. With the customer being their main focus of all the activities my projects were majorly concerned with the customer, having a direct interaction with them. There were 3 projects that were completed by me: 1. Consideration and Non-Consideration analysis of TVS WEGO w.r.t. HERO HONDA PLEASURE and marketing activities of TVS WEGO. 2. Consideration analysis of TVS SCOOTY. 3. Consideration and Non-Consideration analysis of TVS APACHE. The first project was to find out the satisfaction level of the customers of WEGO and also to find the competition of WEGO as perceived by the Customers. The second part of the study deals with the customers who test-drove WEGO or enquired about the bike but bought some other vehicle. We were to find out which vehicle and why did they buy that particular vehicle. This would help the company to position the vehicle in a better manner. Similarly second and third project dealt with the basics motives of buying SCOOTY and not buying APACHE by consumers. This will help us understand the thought process of our targeted customers and respective consumers. IMT NAGPUR Page 2 SIP at TVS Motor Co. 2011 INTRODUCTION TO AUTOMOBILE INDUSTRY Indian automobile industry has grown leaps and bounds since 1898, a time when a car had touched the Indian streets for the first time. At present it holds a promising tenth position in the entire world with being number two in two wheelers and fourth in commercial vehicles. Withstanding a growth rate of 18% per annum and an annual production of more than 2 million units, it may not be an exaggeration to say that this industry in the coming years will soon touch a figure of 10 million units per year. Besides a steady growth in India's fiscal system, the expansion of Indian middle class has also played a major role in drawing the attention of international auto manufacturers towards the Indian Automobile Market. Moreover, India is one nation which provides skilled workforce at cut-throat prices making itself a preferable manufacturing centre. The magnetism of the Indian markets and the decline of global auto industries such as Japan, Europe and US have triggered the influx of new conglomerates along with huge capital investments in the sector. Overseas auto players like Suzuki, Hyundai, Honda, etc have their manufacturing units in India and are maximum utilization of their Indian functions to expand their business. As per a recent research conducted by Deloitte, 2020 will witness the emergence of at least one Indian auto firm that would not only feature among the best six car manufacturers but would also dominate the international auto sector. Moreover, the global car sector would witness an enormous competence building in low-priced nations like India and China as most of the producers would alter base from industrial regions. Domestic Automobile Market As per statistics launched by Society of Indian Automobile Manufacturers (SIAM), the passenger car transactions in domestic market have surged to 145,905 units in January 2011 against the 2010 sales of 110,300 units. This indirectly refers to the 32.28% growth in the domestic car sales. In January 2010, the total sales of automobiles grew to 1,114,156 units as compared to the previous fiscal year's 768,698 units sales. Segments of Indian Automobile Market Two-wheelers In this segment, motorcycles accounts for major Indian Automobile market share. The chief players in this segment is Hero Honda which delivers 50% motorbikes to the Indian market besides sharing 46% in scooter market and TVS for 82% in moped market. Three-wheeler Around 41% of the three-wheelers in India is utilized for merchandise transfer purpose. In this segment Piaggio and Bajaj are the leading players with 40% and 68% of market share respectively. TVS motors is a new entrant in this segment. Four-Wheelers Accounting for 79% of total four-wheeler` industry, cars rule the passenger automobile in India. The chief players in this segment are Maruti Suzuki and Mahindra. While Maruti IMT NAGPUR Page 3 SIP at TVS Motor Co. 2011 Suzuki enjoys full-fledged monopoly in multi-purpose automobiles sector with 52% of market share, Mahindra have 42% market share in utility vehicles. However in the area of commercial automobiles, Tata Motors rule the Automobile Industry of India with 60% of market share besides being the fifth biggest producer in the world of medium & heavy marketable vehicles. Facts and Figures on different segments of Indian Automobile Market y y y y y Within the two-wheelers segment, motorcycles accounts for 80% of the sector volume. Cars rule the Indian passenger automobiles with 79% of market share More than half of the auto parts output is consumed by OEMs. India stands at the first rank in three-wheeler and two-wheeler markets, second in tractor segment, fifth in commercial vehicles and first in motorcycle manufacturing In the entire Asia, India stands at the fourth position of car manufacturers by superseding the benchmark of 1 million sales. Future of Indian Automobile Market In the financial year 2010, Automobile Industry of India is expected to witness a 10 to 12% of massive growth in its vehicles sales. As per a research conducted by Indian Auto Sector Outlook, rivalry in the nation's Automobile sector is anticipated to grow due to escalating influx of international original equipment manufacturers (OEM). Indian Two-Wheeler Industry India is the second largest producer and manufacturer of two-wheelers in the world. Indian two-wheeler industry has got spectacular growth in the last few years. Indian two-wheeler industry had a small beginning in the early 50's. The Automobile Products of India (API) started manufacturing scooters in the country. Bikes are a major segment of Indian two wheeler industry, the other two being scooters and mopeds. Indian companies are among the largest two-wheeler manufacturers in the world. Hero Honda and Bajaj Auto are two of the Indian companies that top the list o world f companies manufacturing two-wheelers. Foreign collaborations have been playing a major role in the growth of the Indian two wheeler market, and most of them are Japanese firms. The modern two-wheeler firms in India have been manufacturing new categories of two wheelers such as Step-Throughs and Scooterettes. These have been produced by combining two or more two-wheeler segments. Foreign firms have already taken initiatives to own their two-wheeler subsidiaries in India. The two-wheeler market was opened to foreign companies in the mid 1980s. The openness of Indian market to foreign companies led to the arrival of new models of two-wheelers into India. Easy availability of loans from the banks, relatively low rate of interest and thediscount IMT NAGPUR Page 4 SIP at TVS Motor Co. 2011 of prices offered by the dealers and manufacturers lead to the increasing demand for two wheeler vehicles in India. This led to the strong growth of Indian automobile industry. Kinetic Honda was introduced in the Indian market during the mid 80s. The main feature of Kinetic Honda was its ease of use. This helped the youngsters and the women to buy scooters. Major players in the 2-wheeler industry are Hero Honda Motors Ltd (HHML), Bajaj Auto Ltd (Bajaj Auto) and TVS Motor Company Ltd (TVS). The other key players in the twowheeler industry are Yamaha Motors India Ltd (Yamaha), Royal Enfield Ltd (REL) and Honda Motorcycle & Scooter India (P) Ltd (HMSI). Types of Two-wheelers in India There are mainly three types of two-wheelers available in India. They are y y y Motorcycles Scooters Scooterettes/Mopeds. Among the three segments of the Indian two wheeler market, major growth trends have been seen in the motorcycle segment over the last four to five years. One good reason for such increase in demand for motorcycles is due to its resistance and balance even on bad road conditions. Most of the rural areas in India do not have decent roads and hence the need for good, shock-resistant, and steady two-wheelers such as motorcycles had been felt. The following are the main factors that affect two-wheeler sales in India: y y y y Increase in credit and financing for auto vehicles - Two-wheeler loans and financing has been on the rise. Increase in consumer's salary - Due to opportunities offered by multinationals the disposable incomes of salaried individuals have increase manifold. Constant petrol prices - Today, the government of India has been working on reducing subsidies on kerosene and diesel which will keep petrol prices at more or less the same level. Delay in initiation of Mass Transport System - Probably a future threat to the twowheeler market, the implementation of the mass transport system has been delayed. However, the two-wheeler market in India is a fast growing market due to its technological advancements in product manufacturing and emphasis on design innovation. Performance in 10-11 Passenger Vehicles segment in April 2011 grew at 33.93 percent over same month last year. Passenger Cars grew by 39.48 percent, Utility Vehicles grew by 11.50 percent and Multi Purpose Vehicles grew by 27.10 percent in April 2011 over April 2010. IMT NAGPUR Page 5 SIP t S Motor Co. 2011 The overall domesti sale of Commercial Vehicles segment registered growth at 64.49 percent in the month of April 2011 as compared to the same month last year. Medi m & Heavy Commercial Vehicles (M&HCVs) reg istered growth at 102.55 percent and Light Commercial Vehicles grew at 42.19 percent. Three Wheelers sales recorded a growth rate of 20.41 percent in April 2011. While Passenger Carriers grew by 20.55 percent and Goods Carriers grew at 19.94 percent in themonth of April 2011. Two Wheelers registered a growth of 22.07 percent in April 2011 Mopeds, Scooters and . Motorcycles grew by 25.39 percent, 52.63 percent and 16.67 percent respectively. On a y -o-y basis the two wheelers grew at a rate of 26.00 %. In the Indian market the following was the segment wise break down of the automobile industry 2000000 8000000 4000000 1 2 3 6000000 4 Growth The two wheelers being a major part of the industry are growing strongly with the growth of India. The reasons for the strong growth are Economic liberali ation increase in per capita , income, various tax relief policies, easy accessibility of finance, launch of new models and exciting discount offers made by dealers Market share In the two wheelers segment Hero Honda is the major company with over 50% of the mar et k share (by volume). A distant second is Bajaj with about 25.65 % of the market share and TVS motors is third in the race with just over 18 % market share. Together the top three companies constitute for more than 93 % of the total sales in the industry other minor players being Honda and Yamaha. IMT NAGP R P 6 SIP at TVS Motor Co. 2011 TVS Motors Ltd. Introduction of the Company Founder : Date of Establishment: Revenue: Market Cap: Corporate Address: T V Sundaram Iyengar 1982 791.649 ( USD in Millions) 27816.3505247 ( Rs. in Millions ) Jayalakshmi Estates,29 (Old No.8) Haddows Road, Chennai600006, Tamil Nadu www.tvsmotor.co.in Management Details Chairperson - Venu Srinivasan MD - Venu Srinivasan Directors - C R Dua, H Lakshmanan, K S Bajpai, Prince Asirvatham, R Ramakrishnan, T Kannan, T S Rajagopalan, Venu Srinivasan Business Operation Background TVS Motor Company was incorporated in 1982. It is third largest two-wheeler manufacturer in India and one among the top ten in the world. TVS Motor is the flagship company of the $4 billion TVS Group. The company manufactures a wide range of two wheelers such as mopeds, scooters and motorcycles. It has four manufacturing facilities located at Hosur, Mysore, Himachal Pradesh and Indonesia and a production capacity of 300 thousand units a year. Financials Total Income - Rs. 37507.8 Million ( year ending Mar 2010) Net Profit - Rs. 310.8 Million ( year ending Mar 2010) Company Secretary: T S Rajagopalan Auditors: Sundaram & Srinivasan IMT NAGPUR Page 7 SIP at TVS Motor Co. 2011 Background TVS Motor Company has its origin in Sundaram Clayton Limited, Moped Division, started in 1980. The factory was started in Hosur, Tamil Nadu in southern India. The first product launched was a 50 cc moped, which appealed to the masses because of its capability to carry two people. In the same location, the same promotors started another company in 1984, in collaboration with Suzuki Motor Corporation of Japan, for the manufacture of 100 cc motorcycles under the brand name of Ind-Suzuki Motorcycles. Subsequently in the moped division was bought by Ind Suzuki Motorcycles in 1987 and the company changed its name to TVS Suzuki Ltd. Even though the company started producing all kinds of two wheelers like mopeds, scooters and motorcycles, the collaboration with Suzuki continued for the motorcycles only. The collaboration with Suzuki Motor Corporation ended in 2001 and since then the name of the company changed to TVS Motor Company. The company now develops all types of two-wheelers through its own in house R&D facility and manufactures in three locations in India, Hosur in Tamil Nadu, Mysore in Karnataka and Baddi in Himachal Pradesh. It has recently started a new manufacturing plant in Indonesia to cater to the South east Asian market. The Chairman and Managing Director of the Company is Mr. Venu who is the grandson of TV Sundaram Iyengar. It is the only automotive manufacturer in India to get the prestigious Deming Prize. One of its subsidiaries Sundaram Clayton was the first company in India to receive the Deming followed by Sundaram Brake Linings also getting the Deming Prize. This prize is given to organizations or divisions of organizations that have achieved distinctive performance improvement through the application of TQM in a designated year. Sundaram Clayton went on to be awarded the Japan Quality Medal. TVS Motor is the third largest two-wheeler manufacturer in India and ranks among the top ten globally. It is the first company in the world to be honored with The Deming Prize for Total Quality Management. The company was the first in India to launch 2-seater 50cc moped and 100cc Indo-Japanese motorcycles. Mission Statement Commitment to being a highly profitable, socially responsible, and leading manufacturer of high value for money, environmentally friendly, lifetime personal transportation products under the TVS brand, for customers predominantly in Asian markets and to provide fulfillment and prosperity for employees, dealers and suppliers. Vision Statement TVS Motor : Driven by the customer IMT NAGPUR Page 8 SIP at TVS Motor Co. 2011 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 : The Industry Leader TVS Motor will be one among the top two two-wheeler manufacturers in India and one among the top five two-wheeler manufacturers in Asia. TVS Motor : Global overview TVS Motor will have profitable operations overseas especially in Asian markets, capitalizing on the expertise developed in the areas of manufacturing, technology and marketing. The thrust will be to achieve a significant share for international business in the total turnover. TVS Motor - At the cutting edge TVS Motor will hone and sustain its cutting edge of technology by constant benchmarking against international leaders. TVS Motor - Committed to Total Quality TVS Motor is committed to achieving a self-reviewing organization in perpetuity by adopting TQM as a way of life. TVS Motor believes in the importance of the process. People and projects will be evaluated both by their end results and the process adopted. TVS Motor - The Human Factor TVS Motor believes that people make an organization and that its well-being is dependent on the commitment and growth of its people. There will be a sustained effort through systematic training and planning career growth to develop employees. talents and enhance job satisfaction. TVS Motor will create an enabling ambience where the maximum selfactualisation of every employee is achieved. TVS Motor will support and encourage the process of self-renewal /in all its employees and nurture their sense of self worth. TVS Motor - Responsible Corporate Citizen TVS Motor firmly believes in the integration of Safety, Health and Environmental aspects with all business activities and ensures protection of employees and environment including development of surrounding communities. TVS Motor strives for long-term relationships of mutual trust and interdependence with its customers, employees, dealers and suppliers. Heritage TVS Group - 100 years young IMT NAGPUR Page 9 SIP at TVS Motor Co. 2011 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 Mr T V Sundaram lyengar, and it remains the overarching code by which the Group functions. Market leadership and rewards of business have followed naturally. The inspirational heritage Although the letters TVS represent the initials of the founder, T V Sundaram lyengar, 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. Manufacturing Excellence Launch of 7 vehicles on the same day - Manufacturing Excellence makes this feasible At the heart of the new product launches is the Production Team, setting to motion the dream put forward by the R&D. Driven by the Five Pillars of TQM IMT NAGPUR Page 10 SIP at TVS Motor Co. 2011 The management philosophy is based on five pillars of TQM (Total Quality Management) which rests on the foundation of Total Employee Involvement, daily management and Kaizen (Continuous improvement). The Total Employee Involvement The Total Employee Involvement program ensures that responsibility for the company's performance is the shared responsibility of all levels of employees. It provides all employees with the opportunity to be involved in breakthrough activities and other improvements, over and above their daily routine. Daily work management Daily work management consists of defining and monitoring key processes, ensuring that they meet set targets, detecting abnormalities and preventing their recurrence. TVS Motor encourages continuous improvement in all aspects of work, using Cross Functional Teams (CFT), Supervisory Improvement Teams (SIT) Quality Control Circles (QCC) and suggestion schemes The five pillars start with policy management, which is used to arrive at the annual breakthrough objectives. There are generally not more than three company objectives, arrived at after a detailed exercise, which are deployed and reviewed periodically. The company conducts an exhaustive range of training programs, utilising both in-house skills and consultants from all over the world. The programs are conducted for all employees, at all levels. The Inspiration Moment When we won the Deming Prize in Quality in 2002, we were the only two wheeler manufacturer in the world to have won the award. However, our penchant for quality continues as we work in line with the principles of Kaizen (Japanese for Continuous improvement) and TQM (Total Quality Management). TVS Motor company Ltd (TVS Motor) - member of the TVS group is the largest company of the group in terms of size and turnover. Many firsts to the Automotive Industry in India 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. Ushering in the personal transportation revolution : 1980: Launched TVS 50, India's first 2 seater 50 cc moped 1984: First Indian company to introduce 100 cc Indo - Japanese motorcycles IMT NAGPUR Page 11 SIP at TVS Motor Co. 2011 1994: Launched India's First indigenous scooterette (sub - 100 cc variomatic) - TVS Scooty 1996: Introduced India's first catalytic converter enabled motorcycle, the 110 cc Shogun 1997: Introduced India's first 5 speed motorcycle, Shaolin 2000: Launched India's first 150 cc, 4 stroke motorcycle - The Fiero 2001: Launched India's first fully indigenously designed and manufactured motorcycle. 2004: Launched the revolutionary VT-I engine for the best in class mileage in TVS Centra 2006: Launched TVS Apache - first bike to win 6 awards in a row 2007: Apache RTR - first two wheeler in India to have racing inspired engine and features. 2008: TVS Flame, TVS Scooty Electric Vehicle and Three wheeler TVS King launched. 2009: TVS Apache RTR 180 and TVS Streak launched. 2010: TVS JIVE the auto clutch bike launched PRODUCT LINE TVS motors have a range of two-wheelers under all the categories and it is the only Indian two-wheeler manufacturer that has a product line of moped to a premium segment bike. IMT NAGPUR Page 12 SIP at TVS Motor Co. 2011 It manufactures moped (XL Super/Heavy Duty) and scooterettes (Scooty pep+/Streak). The entry/economy segment bikes are the Star duo (City/Sport/JIVE) while Flame is in the executive segment and Apache RTR (160/Fi-160/180/ABS) in the premium segment. Their latest launch WEGO is a unisex scooterette. TVS is also venturing in the three-wheeler market with King which was launched in 2008 Apache RTR 180/160 /ABS IMT NAGPUR Page 13 SIP at TVS Motor Co. 2011 TVS motors have come up with another variant of apache ± the RTR 180 ABS. Apache RTR has been very well received by bike enthusiasts and the new RTR 180 is going to take a step further with more powerful engine and some interesting additions in design. The bike retains the basic lines of the current RTR & comes with all the high tech features: digital speedometer with top speed, 0-60 timer, trips, and other extra functionality plus stunning looks. Apache RTR looks best in its class and has been priced very competitively in comparison to other bikes in its segment. The Apache RTR 180 is powered by a 177.4cc engine which generates 17 Bhp of maximum power with 15.5 Nm of maximum torque. The new 177.4cc mill is a bored out variation of the 160cc mill, and has a longer stroke too. The new engine still remains an oversquare unit, but not so much so as the 160. Power is up by 1.3 Bhp to 17 Bhp and the new engine produces 2.4 more units of twisting force at 15.5Nm. The peak power is produced at 8500 rpm, similar to RTR 160, though the peak torque is now produced at 6500 revs. The aerodynamic air scoops add to the design plus it ensures air is directed towards the engine unit to help better cooling efficiency. TVS claims the new apache RTR 180 to reach 60kmph from standstill in 4.15 seconds and top speed as 125kph. JIVE IMT NAGPUR Page 14 SIP at TVS Motor Co. 2011 TVS India has tapped the market of gearless bikes with the launch of TVS Jive. It is the first Indian two-wheeler to feature automatic transmission. Jive comes with 4-speed transmission but features a hand-free gearshift and it comes with T-matic technology. TVS Jive comes with gear Indicator and under seat space which can accommodate a bottle, umbrella or any documents. In terms of design and styling TVS Jive looks very balanced and simple, as it is a commuter bike, the buyers don't expect lot of styling. TVS has kept it very basic and it looks like the TVS Star City from many angles. The only change is the spruced-up tank which brings character to the Jive. Jive is powered by a new 110cc engine which also powers the TVS Wego. The 110cc engine of TVS Jive generates maximum power of 8.1 Bhp at 7500 rpm with 8.1 Nm of torque at 5500 rpm. TVS has good experience in manufacturing bikes with automatic clutch as they are selling TVS Neo in Indonesia and it is selling in good numbers. The TVS Jive features a rotary gear technology and two clutches. One of the two is a normal multiplate job while the other one is a automatic centrifugal clutch that prevents the engine from stalling. There is an anti-stall mechanism to boot ± which means that even when you try to ride along in a high gear at low speeds, the motorcycle does not sputter and stall. Also, the rotary gear system means that you can shift directly from a high gear to neutral. Convenience-wise, the Jive is going to please a lot of new riders or people have to ride a lot in heavy traffic. IMT NAGPUR Page 15 SIP at TVS Motor Co. 2011 FLAME Flame sports a new design and embraces the contemporary black theme. Flame borrows the headlamp, front fender, attractive rear view mirrors, body colored shock absorber springs and special engine cowl from its big brother apache. Flame is packed with exciting features like attractive body graphics, alloy wheels, disc brake at the front, electric start and handle bar weights to control vibrations. It has been designed to capture attention in one go. The bike has been given a contemporary urban look by having a black theme. The Flame is technologically the most advanced motorcycle in the country with a 3-valve 125cc engine and sports the India¶s first three-valve CC VTi (controlled combustion variable timing intelligent) engine. The engine produces maximum power of 10.5 bhp at 8,250 rpm. TVS has patented the CCVTi technology in Austria and rest of the world. It has sporty delta-edge exhaust that is not just a styling element but also to deliver the smoothest of sounds, lowest emissions and excellent performance. The engine has two different in take ports, swirl and power port. A swirl motion is created of the intake air-fuel mixture in the combustion chamber, which leads to efficient burning of lean air-fuel mixture and helps improve the bike¶s fuel efficiency. IMT NAGPUR Page 16 SIP at TVS Motor Co. 2011 STAR CITY/SPORT CITY TVS India launched the upgraded and refreshed Star City in 2007. The graphic design on the fuel tank was replaced by new graphic pattern. A new colour option had been added and it now came with a 12V mobile charger socket, placed just behind the front left indicator. This made the Star City the first motorcycle in India to have this feature. TVS Star city sports a new 110cc CVTi engine with VTi technology consisting of fuel cut-off on deceleration and significantly reduced friction to improve the overall fuel efficiency. TVS bikes have always been known to be tidy handlers, and the Star City is no different, offering among the better handling traits and ride character within its segment. Riders will find the bike moulding them into an upright and commuter-friendly posture. The frame skeleton is a single down-tube with the engine bolted on and offers just the right rigidity. The Star City continues with a rectangular section swing arm. Star City also allows riders to adjust the rear shock absorbers via a convenient lever with no additional tools required for the job. Additionally, it has the option of an electric start and alloy wheels and comes with standard features like backlit speedo with fuel gauge, econometer for better mileage and ride switch shocks for a truly smooth ride. IMT NAGPUR Page 17 SIP at TVS Motor Co. 2011 SPORT TVS expanded its economy segment offering with the launch of, 'Sport' - a stylish, compact and affordable 100 cc motorcycle, aimed at discerning urban motorcycle customers who are on the look-out for a sleek and compact style. TVS Sport looks more or less same like the Star City. Body panels and tail lamps received some tweaking to give sleeker and elegant appearance overall from rear. The fuel tank is sleek and the dual toned side panel makes it attractive. TVS Sport is fitted with alloy wheels, broad tyres and a shoetype seat which gives it a sporty look. TVS Sport is a bike good for average users who are looking for a bike which offers good features along with decent mileage. TVS Sport is powered by a 99.7cc engine which generates maximum power of 7.5 Bhp @ 7500 rpm with maximum torque of 7.5 Nm @ 5000 rpm. The engine is mated to 4 speed gearbox. The suspension has the same looks as that of the Star City, but the rear one comes with 5 steps adjustable stroke that is just a little longer than the Star City. IMT NAGPUR Page 18 SIP at TVS Motor Co. 2011 SCOOTY PEP+/STREAK The Pep+ retains the familiar face with its friendly expression but gets a tangy new set of graphics. The grab-rail also now matches its body colour. Dual-tone shades spruce up the scooter with a racy chequered look on the front apron and rear panels. Grips, levers, switchgear and mirrors are top-notch. In a smart move, the key slot itself is fluorescent, so as to allow grope-free access in the dark. There's also a new cell phone-charging point. Pep+ lights up its lockable underseat storage bay and offers yet another smart feature that would do well on any such scooterette, a spring at the mounting pivot prevents the seat from accidentally closing at a fuel station and crushing unsuspecting fingers. It retains its quality feel in offering alloy rims, both front and rear. The Plus not only feels meaty where it matters most in its low- and midrange punch, but does manage a relatively respectable top speed of 71kph delivered with refinement. The Scooty was always bold offering twin telescopic forks as front suspension. While the rest of the industry sticks with diminutive and far less effective front dampers, the Pep Plus carries forward this handling-enhancing theme. At the rear, there is a single shock absorber doing duty in conjunction with its hinged engine. STREAK IMT NAGPUR Page 19 SIP at TVS Motor Co. 2011 TVS after enjoying huge success with its scooty pep has now come up with a scooter called Scooty streak.. Scooty streak is the TVS second attempt to conquer the 100cc plus scooter customer, after its first attempt in 1999 with 150cc four stroke Spectra. The geared scooter spectra failed to take off in the market and it was withdrawn. Scooty streak is a 100cc plus four-stroke scooter which is positioned above the scooty and it targets urban customers. With the scooty streak, TVS hopes to widen its customer base. The 90cc TVS Scooty has always been associated with women and the 100cc plus scooty streak could bring in male customers into the fold. It inherits the styling of the popular scooty which means the Scooty streak will not be a full- bodied scooter. Scooty streak is a typical gearless scooter with a prominent snout, handlebar mounted headlamp, multi-purpose die-cast rear grab rail and contoured seats. TVS Scooty Streak comes with a razor sharp, sleek unisex styling features sharp head lamps and LED tail-lamps. Scooty streak also comes with broad anti-skid tires that provide enhanced wet braking stability and is equipped with an external fuel fill at the rear for refueling. Mobile charger and a lockable front glove box are the other usable features in the new scooty streak. WEGO IMT NAGPUR Page 20 SIP at TVS Motor Co. 2011 TVS India launched all new gearless scooter - The Wego in Nov2009. It is powered by a new 110cc engine. TVS has good experience in manufacturing scooterettes with automatic transmission as they are selling TVS Scooty Variants in good numbers. But Scooty is generally considered by only female buyers and TVS wants to capture the market of Suzuki Access & Honda Aviator which are unisex scooter. Though Wego is not too unique and different in terms of style and technology in comparison to its rivals but it can be very successful as it has been priced very competitively. TVS has made use of vehicle simulation models, computational fluid dynamics and frequency response analysis techniques to ensure smooth and noise-free engine and best-inclass ride comfort and handling. The all aluminum low-friction engine ensures best-in-class mileage. Multi-reflector halogen headlamps and LED tail lamp with optical guides give the scooter dynamic styling better described as urban dynamism. One of the unique features of TVS Wego is its Body Balance Technology that enables lower steering effort, better control and maneuverability through optimum vehicle mass and mass distribution, making it the best scooter to handle in city traffic conditions. Other innovations that are first in its category are twelve inch alloy wheels, sleek contour body, LED Tail lamp with optical guides, external fuel fill with hinged cap, an integrated glove box, twin city lamps, maintenance free battery, gas filled rear shock absorber, under seat combo charger to charge the vehicle battery as well as a cell phone and patented EZ center stand. The scooter¶s under seat storage space that can hold a full face helmet. XL HEAVY DUTY/SUPER IMT NAGPUR Page 21 SIP at TVS Motor Co. 2011 Its 70 cc engine provides easy kick start for smarter beginning. Reliability of this twowheeler is assured by its auto wet clutch system, wheel removal with QD wheel system, safer suspension. The only difference between the two variants is of 9 kg weight more of TVS XL Super HD. Its bold tubular frame gives proper support to the rider's to ride it any road condition. Night riding becomes safer due to the presence of powerful 12V electrical system. It has detachable seat and load carrier keeping in mind its passengers. IMT NAGPUR Page 22 SIP at TVS Motor Co. 2011 PROJECT 1: Consideration and Non-Consideration analysis of TVS WEGO w.r.t. HERO HONDA PLEASURE and marketing activities of TVS WEGO. The questionnaire designed is given below. It was designed in simplest way so that consumers can fill it without any hesitation and also it led us to many driving conclusions. The questionnaire given below was used to survey PLEASURE consumers to perform leakage analysis of TVS WEGO. The survey was conducted on 37 consumers. 1: Which vehicle do you own? ____Pleasure ____Wego ____Scooty ____Active ____Deo ____others ( ) 2: When did you bought the vehicle? 5 - before 6 months 7- 6 months to 1 yr. 25- 1 yr and above 5 1 7 25 2 3: Did you visit the TVS showroom? 5- yes 32- no 5 1 2 32 4: Which TVS product did you enquired? 0- Wego 5- Scooty(streak, pep+, teenz) 5: What features do you know about the product you enquired? IMT NAGPUR Page 23   SIP at TVS Motor Co. 2011 Colours, design, Charging point, fuel inlet outside seat 6: Why didn¶t you buy?/ What did you like in pleasure?/ what you didn¶t like in scooty/wego? 4 3 Series9 Series8 Series7 2 3 Series6 1 4 Series5 37 2 Series4 2 1 Series3 Series2 Series1 0 10 20 30 40 Main reason being BRAND HERO HONDA and RESALE. 7:Do you know about TVS Wego? 22- yes 1 15 15- no 2 22 3 4 00 8: What do you know about TVS Wego? All they were about to recall that it is a new scooter launched by TVS motor co. 9: How do you know? Maximum they know about it was through television and hoardings. Consideration analysis of WEGO: 1. How did you came to know about WEGO? IMT NAGPUR Page 24 SIP at TVS Motor Co. 2011 14- TV ad 4- Newspaper 1 12 12- friends/relatives 14 2 4 3 2. what do you like in WEGO? 25- drive smooth 12- big seat 0 0 2 2- storage space 1 2 12 3 25 4 5 3. who uses WEGO? 13-daughter 7- wife 1 4 2 4 7 13 5 13 4- sister 4-dad 2-self 2 3 4 4. If not WEGO? 21- activa 5 7- pleasure 2- scooty 1 19 2 15 3 5. Other brands considered? 19- activa 15- pleasure 5-scooty IMT NAGPUR Page 25 SIP at TVS Motor Co. 2011 1 19 2 5 15 3 6. would you recommend WEGO? 23- yes 7- no 7 1 2 23 7. why wouldn't? 3--lack of service station satisfaction 1--service people's attitude and behaviour 3--not satisfaied with vehicle's performance 1 3 3 2 3 1 CONCLUSION: The company will have to make some necessary changes in the design of WEGO for eg., the basket in leg space area is a hurdle to comfort. Also TVS should work on dealer satisfaction and dealer¶s commitment towards TVS Motor Co. IMT NAGPUR Page 26 SIP at TVS Motor Co. 2011 Marketing activities of WEGO and other TVS products: We participated in AUTO fair held in City Mall , Kota. Following are the photographs of the event. IMT NAGPUR Page 27 SIP at TVS Motor Co. 2011 IMT NAGPUR Page 28 SIP at TVS Motor Co. 2011 IMT NAGPUR Page 29 SIP at TVS Motor Co. 2011 IMT NAGPUR Page 30 SIP at TVS Motor Co. 2011 Project 2: Consideration analysis of TVS SCOOTY The consideration analysis with survey results are shown as below. The survey was conducted on 20 consumers. 1- How did you come to know about scooty? 7- Newspaper 4- friends/relatives 1 9 4 7 9-market visibility 2 3 2- What do you like in scooty? 13- Lightweight 2- design 5 2 1 2 5- kids drive it slow 13 3 3- who uses scooty? 10- daughter 3- wife 2 5 3 10 5- sister 1 2 3 4 2- self(senior citizens) 4- Other brands considered? 6²activa 13- pleasure 1 6 1 2 13 rodeo-1 3 IMT NAGPUR Page 31 SIP at TVS Motor Co. 2011 5- If not scooty? 6²activa 13- pleasure 1 rodeo-1 6 1 2 13 3 6- Would you recommend scooty? 17- yes 3-no 3 1 2 17 7- Why wouldn¶t you recommend? Due to low mileage. CONCLUSION: The product is well versed in target market and it is well renowned too. TVS Motor Co. should be working to improve its fuel efficiency. Project 3: Consideration and Non Consideration Analysis of TVS APACHE w.r.t BAJAJ PULSAR and HERO HONDA HUNK IMT NAGPUR Page 32 SIP at TVS Motor Co. 2011 The consideration analysis with survey results are shown as below. The survey was conducted on 20 consumers of APACHE and 10 each of PULSAR and HUNK. Consideration analysis of APACHE 1- How did you came to know about TVS apache? 15- TV 10- Newspaper 14- Market visibility 0 1 14 15 3 10 2 4 2- What did you like in TVS Apache? 4-power 7-speed 13-pick up colour(white) 4 12 7 1 2 3 12-design n 13 4 3- Who uses TVS APACHE? All respondents said they uses it self. 4- Which other brands did you consider before buying TVS Apache? 20-pulsar 7-CBZ 2-yamaha FZ 1-discover IMT NAGPUR Page 33 SIP at TVS Motor Co. 2011 1 2 7 20 1 2 3 4 5- If not APACHE then Which Vehicle? 19-Pulsar 1-CBZ 1 1 2 19 6- Would you recommend Apache to others? The responses were all positive for us. Leakage analysis w.r.t. PULSAR 1- How did you come to know about Pulsar? All said that they know because of its market visibility. 2- What did you like in Pulsar? 9-design 7-balancing 0 1 10-power 10 9 2 3 7 4 IMT NAGPUR Page 34 SIP at TVS Motor Co. 2011 3- Who else uses Pulsar other than you? All respondents said that they uses it themselves. 4- Would you recommend Pulsar to others? Yes for all of them. 5- Which other brands did you consider before buying Pulsar? 7-Apache 3-CBZ 2 1 2 5 6- If not Pulsar, then which product you would have bought? Responses were not quantifiable eg. We would have bought your company's vehicle. 7- Are you aware of TVS Apache? All of them were aware of TVS APACHE. 8- Which other two wheeler you had at home before Pulsar? 8²first vehicle 2- Discover 1 2 Leakage analysis w.r.t. HUNK 1- How did you come to know about Hunk? All of the responses were market visibility, TV and friends. 2- What did you like in Hunk? 9²Hero Honda 3- Design 1- TV ad IMT NAGPUR Page 35 SIP at TVS Motor Co. 2011 1 3 1 2 9 3 3- Who else uses Hunk other than you? Self-use vehicle. 4- Would you recommend Hunk to others? 2- Yes 8- no(poor mileage) 2 1 2 8 5- Which other brands did you consider before buying Hunk? All said PULSAR. 6- Are you aware of TVS Apache? Yes, all of the respondents. 7- Why didn¶t you consider TVS Apache before buying Hunk? Because it is TVS. 8- Which other two wheeler you had at home before Hunk? First vehicle. CONCLUSION: The company should work on promotional activities, for eg., during the summers when results of competitive exams are expected and released, we should promote our vehicle on local grounds in deeper IMT NAGPUR Page 36 SIP at TVS Motor Co. 2011 approach to consumer. It will help us to place our product better in the market share. LEARNINGS y I got an insight about the two wheeler automotive industry in India. The Information is also valid for any automotive industry as most of the IMT NAGPUR Page 37 SIP at TVS Motor Co. 2011 companies follow a similar pattern of dealership model with ASCs support for servicing. y The learning that a product with a new technology is perceived with apprehension by the public provided with an opportunity to think differently and come up with a solution of conditional sale. y Word of mouth publicity is a much more powerful tool than any other medium of promotion because there is a lot of trust involved and because it¶s coming from a person who is using the product right now. The firsthand experience of this was a great learning experience. BIBLIOGRAPHY: y http://en.wikipedia.org/wiki/TVS_Motors IMT NAGPUR Page 38 SIP at TVS Motor Co. 2011 y http://www.tvsmotor.in/ y http://business.mapsofindia.com/automobile/ y http://en.wikipedia.org/wiki/Automobile_industry_in_India y http://living.oneindia.in/automobiles/auto -news/2010/indian-automobilemarket-growth-200510.html y http://business.mapsofindia.com/automobile/market/two -wheeler.html y http://www.fadaweb.com/two_wheeler_industry.htm y http://www.fadaweb.com/itw_industry.htm y http://autos.maxabout.com/ y http://www.siamindia.com/Default.aspx IMT NAGPUR Page 39