BRAND AWARENESS
A Project Report On “ BRAND AWARENESS ” TOWARDS
SRI SAI TVS,NANDYAL A Project Report submitted in partial fulfillment of the requirements for The award of the degree of
MASTER OF BUSINESS ADMINISTRATION By
M.NARAYANA REGD. No.09091E0029 Under the esteemed guidance of
Ms. J.SURESH REDDY M.B.A., Asst Professor
Estd.1995
DEPARTMENT OF MANAGEMENT STUDIES Rajeev Gandhi Memorial College of Engineering & Technology Approved by A.I.C.T.E, New Delhi,, Accredited by NBA, Affiliated to JNT University, Anantapur Nandyal – 518501. 2009-11
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CONTENTS:
Chapter-1: 1.1 1.1 Intro Introdu duct ctio ion n to topi topic. c. 1.2 1.2 Comp Compan any y pro profi file le.. 1.3 1.3 Indu Indust stry ry pro profi file le.. Chaptet-2: 2.1 Objectives of the study. 2.2 Need for the study. Chapter-3: 3.1 3.2 3.3 3.4 3.5
Introduction to research methodology. Data sources. Sampling techniques. Research instrument. Data interpretation & analysis.
Chapter-4: 4.1 Data interpretation & analysis. Chapter-5: 5.1 Findings. 5.2 Suggestions. Chapter-6: 6.1 Conclusion. Chapter-7: 7.1 Bibliography. 7.2 Questionnaires.
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CONTENTS:
Chapter-1: 1.1 1.1 Intro Introdu duct ctio ion n to topi topic. c. 1.2 1.2 Comp Compan any y pro profi file le.. 1.3 1.3 Indu Indust stry ry pro profi file le.. Chaptet-2: 2.1 Objectives of the study. 2.2 Need for the study. Chapter-3: 3.1 3.2 3.3 3.4 3.5
Introduction to research methodology. Data sources. Sampling techniques. Research instrument. Data interpretation & analysis.
Chapter-4: 4.1 Data interpretation & analysis. Chapter-5: 5.1 Findings. 5.2 Suggestions. Chapter-6: 6.1 Conclusion. Chapter-7: 7.1 Bibliography. 7.2 Questionnaires.
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CHAPTER-I
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INDUSTRY PROFILE Around the turn of the 20th century, bicycle racing was big in the USA Bicycles would would race around around big curved curved tracks tracks called called velodr velodrome omess aided by pacing pacing
machin machines es
powered by internal combustion engines. These pacers were made in Europe and often broke broke down. A young designer designer named Oscar Hedstrom Hedstrom built his own American American pacer. He met up with a racer named George Hendee who had his own bicycle manufacturing plant in Springfield, MA. The two combined forces and created a bicycle powered by an engine developed by Hedstrom. Thus was born the Hendee Manufacturing Company and the Indian motorcycle. motorcycle. They chose the name Indian since it would signify signify an American American product. George Hendee became known as the Big Chief (B.C.) and Oscar Hedstrom became known as the Medicine Man. The factory was called the Wigwam and the dealer network was called the Tribe. The company finally changed its name from the Hendee Manufacturing Company to the Indian Motorcycle Company in 1923.The first V-twins from Indian were produced in 1907. Hedstrom left the company after a dispute in 1913, never to work in the motorcycle industry again. In another dispute within the newly formed company, Hendee also also left left the the comp compan any y in 1916 1916.. The The comp compan any y grew grew at a rapid rapid rate rate but but had had many many competitors, most notably Harley-Davidson. Indian competed with Harley-Davidson in the showrooms, on the tracks, and on the streets to determine which brand was better. The second part of this article gives details about this war for bragging rights. The war continues to this day even though Indian was to go out of business for all intents and purposes in 1954. Indian began making motorcycles in 1901 as the Hendee Manufacturing Company. The first production model was in 1902 and 143 units were produced. In 1903 376 motorcycles were sold. It continued production through 1953 when it no longer made the classic Indian. In 1999 Indian motorcycles were again produced, this time by the Indian Motorcycle Corporation. This was not the same company but it did have rights to the Indian name and trademarks. 4
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We present here a look at Indian models from the first prototype model in 1901 to the present as provided by About.com members. A gallery called "58 Years of Indian" is provided provided that gives a picture picture and description description for each model year from 1901 to 2007. of this article discusses the founding founding and early growth of of the Indian Motocycle Company. Note the spelling here of "motocycle" instead of "motorcycle." The term "motocycle" was an archaic word used in the nineteenth century to denote any horseless carriage. Indian wanted to distinguish itself from the competition by using the older word..
Historical Industry Development Indi Indiaa is the the seco second nd larg larges estt manu manufac factu turer rer and and prod produc ucer er of twotwowheelers in the world. It stands next only to Japan and China in terms of the number of two-wheelers produced and domestic sales respectively. This distinction was achieved due to variety of reasons like restrictive policy followed by the Government of India towards towards the passenger passenger % In 1948, Bajaj Auto began trading in imported imported Vespa scooters and three-wheelers. Finally, in 1960, it set up a shop to manufacture them in technical collaboration with Piaggio of Italy. The agreement expired in 1971. In the initial stages, API dominated the scooter segment; Bajaj Auto later overtook it. Although various government and private enterprises entered the fray for scooters, the only new player that has lasted till today is LML. Under the regulated regime, foreign companies were not allowed to operate in India. India. It was a complete complete seller market with the waiting waiting period for getting a scooter scooter from Bajaj Auto being as high as 12 years. The motorcycles motorcycles segment was no different, different, with only three manufacturer manufacturerss viz Enfield, Ideal Jawa and Escorts. While Enfield bullet was a four-stroke bike, Jawa and the Rajdoot were two-stroke two-stroke bikes. The motorcycle motorcycle segment was initially initially dominated by Enfield 350cc bikes and Escorts 175cc bike. The two-wheeler market was opened to foreign competition in the mid-80s. And the then market leaders - Escorts and Enfield - were caught unaware by the onslaught of
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the 100cc bikes of the four Indo-Japanese joint ventures. With the availability of fuelefficient low power bikes, demand swelled, resulting in Hero Honda - then the only producer of four stroke bikes (100cc category), gaining a top slot. The first Japanese motorcycles were introduced in the early eighties. TVS Suzuki and Hero Honda brought in the first two-stroke and four-stroke engine motorcycles respectively. These two players initially started with assembly of CKD kits, and later on progressed to indigenous manufacturing. In the 90s the major growth for motorcycle segment was brought in by Japanese motorcycles, which grew at a rate of nearly 25% CAGR in the last five years. The industry had a smooth ride in the 50s, 60s and 70s when the Government prohibited new entries and strictly controlled capacity expansion. The industry saw a sudden growth in the 80s. The industry witnessed a steady growth of 14% leading to a peak volume of 1.9mn vehicles in 1990. The entry of Kinetic Honda in mid-eighties with a variometric scooter helped in providing ease of use to the scooter owners. This helped in inducing youngsters and working women, towards buying scooters, who were earlier inclined towards moped purchases. In the 90s, this trend was reversed with the introduction of scooterettes. In line with this, the scooter segment has consistently lost its part of the market share in the twowheeler market. In 1990, the entire automobile industry saw a drastic fall in demand. This resulted in a decline of 15% in 1991 and 8% in 1992, resulting in a production loss of 0.4mn vehicles. Barring Hero Honda, all the major producers suffered from recession in FY93 and FY94. Hero Honda showed a marginal decline in 1992.
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The reasons for recession in the sector were the incessant rise in fuel prices, high input costs and reduced purchasing power due to significant rise in general price level and credit crunch in consumer financing. Factors like increased production in 1992, due to new entrants coupled with the recession in the industry resulted in companies either reporting losses or a fall in profits. India is one of the very few countries manufacturing three-wheelers in the world. It is the world's largest manufacturer and seller of three-wheelers. Bajaj Auto commands a monopoly in the domestic market with a market share of above 80%, the rest is shared by Bajaj Tempo, Greaves Ltd and Scooters India. The total number of registered two-wheelers and three-wheelers on road in India, as on March 31, 1998 was 27.9mn and 1.7mn respectively. The two-wheeler population has almost doubled in 1996 from a base of 12.6mn in 1990.
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COMPANY PROFILE
TVS Group The TVS Group was established in 1911 by Shri.T V Sundaram Iyengar. As one of India’s largest industrial entities it epitomizes Trust, Value and Service.
TVS Motor Company TVS Motor Company Limited is the third largest two-wheeler manufacturer in India and amongst the top ten in the world.
Milestones The company has been in the forefront in the Indian two wheeler market right from the launch of the first moped on Indian roads to many new products launched this year.
Leadership At the helm of the company is Mr.Venu Srinivasan, Chairman and Managing Director of the company.
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Awards TVS is the only 2 wheeler company in the world to have received the coveted Deming prize. All our processes are Deming certified.
Network
TVS Motor Company has one of the most extensive networks with over 500 dealers and 2500 Customer touch points.
R&D
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.
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Quality
At TVS Motor Company, quality is a way of life.
Information Technology TVS Motor Company has established an e business system, which maximizes company values and profits through e- transformation.
Social Responsibility To give back to society, TVS Motor Company has formed and funded the Srinivasan Services Trust to undertake all activities relating to community development.
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THE TVS Group:
THE TVS Group was established in 1911 by Shri. T V Sundaram Iyengar. As
One of India’s largest industrial entities it epitomizes Trust, Value and Service.
Today, there are over thirty companies in the TVS Group, employing more than 40,000 people worldwide and with a turnover in excess of USD 2.2 billion.
With steady growth, expansion and diversification, TVS commands a strong presence in manufacturing of two-wheelers, auto components and computer peripherals. We also have vibrant businesses in the distribution of heavy commercial vehicles passenger cars, finance and insurance .
TVS Suzuki, a joint ventusre between the TVS group and Suzuki Motors of Japan, was the first Indo-Japanese motorcycle venture in India. The TVS group has been in the business of auto components since the 70’s. It started manufacturing mopeds in the early 80s as a part of Sundaram Clayton Ltd, a group company. The moped business was transferred to TVS in 1987 at a consideration of Rs320mn. The company passed through a 11
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host of problems such as cost escalations, teething problems with new product, labor problems (100 day lock out in 1990), marketing shortcomings etc. The problems were compounded by a severe recession in 1991-92. The company made one of the most remarkable turnaround with the help of a management consultant. The restructuring involved pruning of labor force, major cuts in fixed overheads, value engineering, dealer network revamp and a number of new models. It started manufacturing Suzuki 100cc motorcycles in 1984. TVS employs around 1800 workers. The JV with Suzuki has been called off in FY02. Group
TVS belongs to Madras based TVS group founded by T V Sundaram. Sundaram Clayton, the flagship company of the group is in the business of auto components and owned a controlling stake of 32.47% in TVS. The Suzuki Motor Company held 25.97% stake. TVS has acquired Suzuki's 25.97 per cent stake after the fall off of the JV at a price of Rs 15 per share for Rs 90mn. TVS group now holds about 58% of the Rs230mn equity of TVS Motor Company. Subsidiary
TVS has one subsidiary Lakshmi Auto Components Ltd., which has facilities for machining and manufacture of some parts like crankshaft, connecting rods and gears. LAC manufactures mainly for the parent company. TVS has a 65% stake in the company. Plant locations
TVS first plant is located at Hosur, in the state of Tamil Nadu. Recently after parting ways with SMC the company has planned to enhance the production of ‘ Victor ‘- its first indigenous motorbike at its Hosur plant . TVS has set up a second plant at Byathahalli village near Mysore about 70kms from Bangalore (Karnataka) for manufacture of scooters. The facility is equipped to produce 5 lakh scooters but with the sales hovering at 1.4 lakh units a year , the considerable spare capacity at the plant is being used for the production of scooters
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TVS Motor Company Limited , the flagship company of the USD 2.2 billion TVS Group, is the third largest two-wheeler manufacturer in India and among the
top ten in the world, with an annual turnover of over USD 650 million. 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 breakthrough to be etched in history.
TVS Motor Company is the first two-wheeler manufacturer in the world to be
honored with the hallmark of Japanese Quality – The Deming Prize for Total Quality Management.
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. We will have profitable operations overseas, especially in Asian markets, capitalizing on our expertise in the areas of manufacturing, technology and marketing. The Company will hone and sustain its cutting edge of technology by constant benchmarking against international leaders TQM will be a way of life and guide all our endeavors
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Amalgamation: The erstwhile TSL (transferor company), under a scheme of amalgamation, amalgamated with Sundaram Auto Engineers (India) Limited (transferee company). The scheme of amalgamation was approved by the shareholders of both the companies. The scheme was approved by the High Court of Madras by its order dated 10th December 1999 .As per the scheme, all the assets and liabilities of erstwhile TSL together with all obligations and contingent liabilities were vested in Sundaram Auto Engineers (India) Ltd with effect from 22nd April 1999 .The transferor company was also dissolved by an order of the High Court of Madras dated 16th March 2000. The scheme has become effective from 24th April 2000, the day on which the order dissolving the transferor company was filed with the Registrar of Companies, Tamil Nadu. As per the order of the of High Court, the company also changed its name from Sundaram Auto Engineers (India) Ltd to TVS-Suzuki Ltd by a special resolution passed by the shareholders of the company on 24th April 2000 which was approved by the Registrar of Companies and a certificate of name change was issued by the Registrar of Companies, Tamil Nadu on 25th April 2000. As per the scheme of amalgamation, the entire business of the transferor company namely, erstwhile TSL was vested in the transferee company with effect from 22nd April 1999. During the period from 22nd April 1999 to 31st March 2000 the business was carried on by the transferor company as agents and trustees of the transferee company. The operations of the transferor company for the period 1st April 1999 to 21st April 1999 which resulted In a net profit of Rs193.8mn has been separately shown in the head. Profit and Loss Account’. The record date for issue and allotment of equity shares of the company to the shareholders of Transferor Company viz, while TVS-Suzuki Ltd in the ratio of one equity share for every one share held by them in the company was fixed as 6th June 2000. The new share certificates were issued for those who surrendered their old certificates.
Milestone: 14
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India’s first 2 seater 50cc Moped TVS 50, launched in Aug 1980
First Indian Company to introduce 100cc Indo-Japanese motorcycles in Sept 1984.
Launched India's first indigenous Scooterette (sub-100 cc variomatic scooters), TVS Scooty in June 1994. Introduced India's first catalytic converter enabled motorcycle, the 110cc Shogun in Dec 1996.
Launched India's first 5-speed motorcycle, the Shaolin in Oct 1997
Launched TVS Fiero, India’s first 150 cc, 4 stroke motorcycle in April 2000.
Launched TVS Victor, 4-stroke 110 cc motorcycle, in August 2001, India’s first fully indigenously designed and manufactured motorcycle
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.
Launched TVS Star in Sept 2004, a 100 cc motorcycle which is ideal for rough terrain.
•
Launched TVS Apache in Sept 2006,150cc, 5 gear system motorcycle For who prefer more pickup and stylish.
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Mr. Venu Srinivasan, was conferred with the prestigious JRD Tata Corporate Leadership Award for the year 2004
The Deming Prize
TVS Motor Company is the only two-wheeler company in the world to be awarded the world’s
Technology Award 2002 from Ministry of Science, Government of India for
the .successful commercialization of indigenous technology for TVS Victor.
TPM Excellence Award - First category by Japan Institute of Plant Maintenance
(JiPm)
Star of Asia Award to Mr. Venu Srinivasan, CMD TVS Motor Company by
Business Week International.
Venu Srinivasan, Chairman and Managing Director, TVS Motor Company was Honoured with Doctorate in Science by University of Warwick, United Kingdom .
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Asian Network for Quality Award 2004
TVS Scooty Pep won the prestigious 'Outstanding Design Excellence Award' from Business World and National Institute of Design Management:
Emerging Corporate Giant in the Private Sector awarded by The Economic
Times and the Harvard Business School Association of India.
Best Managed Company award from Business Today, one of India’s leading
business magazines
Most Investor friendly company by Business Today,
one of India’s leading
business magazines.
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TVS Motor Company has one of the most extensive networks 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 facilities 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
TVS Motor Company currently has over 300 engineers in product development with over 70 specialists with Post Graduate qualifications. The company has also worked in close conjunction with world-class institutes and labs like AVL Gmbh-Austria, Warwick University, U.K., FEV-Germany, Orbital, Australia, IITs, etc. To keep abreast of International trends in technology and design, TVS Motor Company’s R&D facilities are equipped with state of art CAD workstations with Pore, ALIAS & CATIA for the Industrial design and ADAMS for Vehicle dynamics, etc. The company plans to spend around 2.5% to 3 % of its turnover for R&D and product development in the coming year. TVS Motor Company is confident of developing more state of the art vehicles and will launch 4 new models and variants in this financial year across all segments of two wheelers.
Supply Chain Management
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Forming the inner rung 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.
Our suppliers are committed to quality through continuous improvement and up gradation of processes. This has helped them obtain prestigious international certifications like ISO 9000, QS 9000 & TS 16949. We also facilitate knowledge sharing by reputed international consultants in order to build & enhance management expertise within our supplier base. R&D
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.
Our R&D Engineers have published multiple technical papers in international conferences on engine and vehicle technologies. They also have a number of patents to their credit.
SOCIAL RESPONSIBILITY
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To give back to society, TVS Motor Company has formed and funded the
Srinivasan Services Trust to undertake all activities relating to community development
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 adopted villages across the country.
Economic development The program enables people below the poverty line in 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 Services 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
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The Company is actively involved in the community development of the villages by providing infrastructure facilities such as housing, sanitation, roads, drains, bus shelters,
medical
centre
and
natural
resources
management.
Rebuilding Quake Hit Villages Supported by Rural Agro Research & Development Society and Kutch
Nav 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 January 2001.
Education and Literacy In addition to providing infrastructure facilities like new buildings for school, the Company helps establish computer education programs for school children. The Srinivasan Services Trust has successfully achieved 98% primary school enrollment in the adopted villages.
At TVS Motor Company, every department works in tandem to produce quality products. The people form the pillars of support, strengthening the overall quality standards
and
moving
towards
total
customer
satisfaction.
In our quest to achieve 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 basic tenets of TQM, including Daily work management, Policy
management,
Kaizen
(continuous
improvement),
Training
and
standardization are followed across our organization. These processes help us
produce defect free vehicles known for their durability and reliability. All our 21
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processes
Acknowledged
are
by
Deming
the
certified.
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 is 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.
Our two state-of-the-art manufacturing plants in Mysore and Hosur, near Bangalore, India’s IT Capital, are spread over 272 acres and 174 acres respectively, with
a combined capacity to produce over 1.5 million two wheelers perannum.
With flexible lines, quick change over and Poka - Yoke incorporated in the processes,
TVS
Motor
Company
ensures
high
quality
of
its
products.
Safety management is integrated with the Company’s overall Environment, Health and Safety (EHS) management system and is one of the most important norms of the
company
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TVS Motor Company is a reliable partner providing Information Technology
TVS Motor Company has established an e business system, which maximizes company values and profits through e- transformation.
With the establishment of ERP systems by SAP, all processes of the company are integrated across the manufacturing plants, suppliers, area offices and warehouses in India.
All area and branch offices access the system via leased lines and VSAT.
The company has successfully rolled out a Dealer Management System (DMS) to help in standardizing best practices in dealerships and CRM to improve interaction with customers and product quality
customers with quality products through an e-sales portal site and information exchange.
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TVS AP A ACHE CHE RTR 180
Technical Specifications Overview Make
TVS
Model
Apache RTR 180
Fuel Tank Capacity
16 liters
Dimensions Length
2085 mm
Width
730 mm
Height
1100 mm
Wheelbase
1326 mm
Ground Clearance
180 mm
Seat Height
-
Weight Curb Mass
137 kg
Engine Type
Single Cylinder, Air Cooled, 4 Stroke
Displacement
177.4cc
Transmission
5 Speed (constant mesh)
Starting
Electric and Kick
Max. Power
17.3 Bhp @ 8500 rpm
Max. Torque
15.5 Nm @ 6500 rpm
Top Speed
125 km/h
Suspension Front Suspension
Telescopic Hydraulic Forks
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REVIEW OF LITERATURE Marketing is fast moving and exciting activity in every body’s activates. The sellers, distributors, advertising agencies, consultants, transporters, financiers, store agencies and every one as a consumer are part of the marketing system. Any exchange process, be it consumer goods, intermediary goods, services of ideas, comes under the preview of marketing. It is very often regarded that the development of markets and marketing is synonymous with the economic development of a country.
Through
marketing is an age-old activity; it has developed recently as an action discipline. In the ever-growing corporate world, marketing is being regarded as a crucial element for the success of an Enterprise .
PERCEPTION: Perception can be described as “how we see the world around us.”
Two
individuals may be subject to the same stimuli under apparently the same conditions, but how they recognize them, select them, organize them and needs, value, expectations and the like. The influence that each of these variables has on the perceptual process and its relevance to marketing, will be examined in some detail.
First, how ever, we will
examine some of the basic concepts that underline the perceptual process.
Perception is defined as the process by which an individual selects, organizes, and interprets stimuli in to a meaning full and coherent picture of the world. A stimulus is any unit input to any of the senses. Examples of stimuli include products, packages, brand names, advertisement, and commercials. Sensory receptors are the human organs that receive sensory inputs. This sensory function is to see, here, smelled taste and feel. Perception is the process by which individual selects, organize, and interpret stimuli into meaning full and coherent picture of the world. It has strategy implication for marketers because consumer makes designs based on what they perceive, rather than on the basis of objective reality.
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PERCEPTUAL SELECTION: Consumers subconsciously exercise a great deal of selectivity as to which aspects of the environment – which stimuli – they perceive. An individual may look at some things ignore others, and turn away from still others. In total, people actually receive -– or perceive – only a small fraction of the stimuli to which they are exposed.
Brand Brand is a name, term, design, symbol or any other features that identify one seller’s goods or service as distinct from other seller. An identifying features that distinguishes one product from another more specifically, and name, term, symbol, sign or design or a unifying combination of these.
Brand Name The part of a brand that can be verbalized including letter, words and number.
Brand Mark A legal designation, registered with the U.S. patent and trade mark office, that gives the owner exclusive use of a brand name ,brand mark or part of a brand and prohibits other form using it.
Branding Branding helps consumers identify and evaluate products can provide a psychological reward by symbol status or quality.
Reasons for Branding Branding helps consumer to identify specific product they like or dislike so that they can purchase the product that satisfy their needs. Branding also helps cost evaluate the quality of products, especially when they cannot judge the product charactertics.
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BRAND AWARENESS The marketing communicator’s target market may be totally unaware of the product, know only its name, or know one or a few things about it. The communicator must first build awareness and knowledge. For example, when Nissan introduced its Infiniti automobile line, it began with an extensive “teaser” advertising campaign to create name familiarity. Initial ads for the Infiniti created curiosity and awareness by showing the car’s name but not the car. Later ads created knowledge by informing potential buyers of the car’s high quality and its many innovative features.
Assuming target consumers know the product, how do they feel about it? Once the potential buyers knew about the Infiniti, Nissan’s marketers wanted to move them through successively stronger stages of feelings towards the car.
And also the awareness is the first step to the communication objectives. So, awareness having the most preference in the communication process. Without awareness there is no communication. With the awareness of the different brands only, customers can make correct decision about their needs. Because, different peoples having the different needs. So, with the awareness of the different brands can make the correct solution for the customers
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CHAPTER-II
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2.1 NEED FOR THE STUDY In the modern times the business organizations are adopting new techniques and methods for the growth of business. The organizations are trying to provide better services to their customers to face the competition. For every business, it is not only important to retain the present customers but also to attract the new customers. So the TVS Company wants to know its Brand Awareness in the competitive world. To
identify the consumers are aware of TVS APACHE this study has been carried out.
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BRAND AWARENESS
2.2 OBJECTIVES OF THE STUDY This study has been undertaken to analyze the customer opinion of various bikes in twin cities a special reference to the TVS APACHE bikes, the other objectives are:
⇒
To know the brand awareness of TVS APACHE bikes compared to other brands among customers.
⇒
To find out the reason why the consumer opting the brand.
⇒
To identify the customer’s opinion on overall performance of TVS APACHE.
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CHAPTER-III
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METHODOLOGY Marketing research has got vital role in decision making process by making available the right information at the right time in the right place and to the right person who involved in decision making. This is a basic tool of marketing management in decision-making. If facilitates decision making by considering the market mix elements like price, product, place and promotion.
The research methodology is considered to be the backbone of the study. It determines the strength, reliability and accurately of the project. Methodology shall be considered by the methods used in research for selecting samples, sample size data collection and various tools of data.
RESEARCH DESIGN: A marketing research is a systematic and objective. Search and analysis of information relevant to the identification and solution of any problem in the field of marketing.
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The marketing research process is a seven-step procedure beginning with the research objectives, which are based on the hypotheses. There are two types of research (I) exploratory and (II) conclusive. Exploratory research seeks new relationship between unknown variables and is used to formulate the research objectives. Conclusive research uses two main methods (I) descriptive research and (II) experimentation. Exploratory and descriptive research was for this project. Both exploratory and descriptive research was chosen because once the data is collected and the problem has been identified, a conclusive report is given at the end of the project.
DATA COLLECTION METHOD: The two main two types data collection methods 1. Questionnaire Method, 2.
Observation Method
further classified in to structured vs. non structured and disguised and non-disguised. Also, the mode of communication for the various data collection options could range from personal to mail to telephone. Again depending upon the type of research and constraints like time and cost, the appropriate mode of communication has to be selected after carefully weighing its merits and demerits. Various sources of secondary
data available external to the company include:
1. Government publications, 2.
Non-government publications
3. Syndicate research done on a commercial basis.
PRIMARY SOURCE Primary data is collected by personally interviewing the owners of all
the
generators. Each member of the sample responded to the questionnaire. Therefore the
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changes of distortion occurring in the communication process, when the interview was answering the questionnaire, are very much reduced:
SECONDARY SOURCE The secondary data is collected from company news letters, magazines of the process are population, sample frame, sampling unit and sample.
There are two
approaches to sampling: (I) Profitability methods and company web site.
SAMPLING The sampling process is an integral part of any research design. The various components (II) Non profitability methods the typical probability methods used for sampling are: (III) Stratified random sampling, sampling.
(IV) Cluster sampling,
(V)Area
The Non-profitability methods that are (I) Convenience sampling, (II)
Judgment sampling and (III) Quota sampling.
SAMPLE DESIGN It is difficult to collect information about each of the population units so sampling methods is in the study.
SAMPLE UNIT For this study the main samples were the customers who are using the product.
SAMPLE SIZE : The sample size is 100 STATISTICAL TOOLS APPLIED
34
BRAND AWARENESS
Much of the sampling in marketing research is non profitability in nature that is samples are selected on the basis of the judgment of the investigators convenience or by some other non random process rather then by use of table of random numbers or by some other randomizing device.
The sample consists of customers who are using the bikes of different brands like Hero Honda, Bajaj,Yamaha and others.
This sample is taken through probability
sampling because it a bias free method of selecting sample units and permits the measurement of sampling error. In profitability sampling the results are independent of investigator and test of significance can be done only when probability sampling is done.
FIELD WORK It was done by framing the questionnaire and taking the require information from the respondents.
LIMITATIONS OF THE STUDY: The study is restricted only to a sample of 150 customers of various brands in order to know the position of the Bajaj Bikes in the market. The data collected in twin cities. The study is limited to the following companies only.
Bajaj Bikes Honda Bikes Yamaha Bikes TVS Bikes
Some respondents are not interested to give answers due to their busy works.
My study is permitted only in twin cities.
Time is major constraint to interact more customers of TVS APACHE. 35
BRAND AWARENESS
36
BRAND AWARENESS
CHAPTER-IV
37
BRAND AWARENESS
DATA ANALYSIS AND INTERPRETATION Table 1:- Indicating the common mode of Transport
Sno
Mode of Transport
No of Respondent
Percentage Respondent
1
Car
5
2
Bike
41
41%
3
Auto
11
11%
4
Bus
40
40%
5
Others
3
3%
5%
Chart-1 45
41
40
40 35
No of Respondents
30 25 20 15 10
11 5 3
5 0 Car
Bike
Auto
Bus
Others
Interpretation: - From the above table it can be concluded that the number of
respondents who said that their mode of transport by Car is 5%, Bike is 41%, Auto is 11%, Bus is 40%, and lastly others are 3%.
Inference : -
Most of the respondents said that their common mode of
Transport is Bike.
38
BRAND AWARENESS
Table 2:- Indicating the awareness of Brands S.no
Factors
No of Respondent
Percentage Respondent
1
Pulsar
27
27%
2
Splendor
15
15%
3
APACHE
48
48%
4
CBZ
5
5%
5
Others
5
5%
Chart-2 60 48
50 40 30
No of Respondents
27
20
15
10
5
5
0
r l s e u P
r d e n l e S p
h e c a A p
Z B C
r s h e t O
Interpretation: - From the above table out of 100 sample it is clear that 27% of people
are aware of pulsar bike, 15% of people are aware of Splendor ,48% of people are aware of TVS Apache,5% people are aware of CBZ and 5% people are aware of other bikes. Inference: - Most of the respondents are aware of TVS Apache bike.
39
BRAND AWARENESS Table 3:- People Owning Bikes S.no
Factors
No of Respondent
Percentage Respondent
1
Yes
95
95%
2
No
5
5%
100
95
90
n e d n o p s e R f o o N
80 70 60 50 40 30 20 5
10 0 Yes
No
Percentage of Respondents
Interpretation: - Out of 100 sample, 95% said that they owned a Motorcycle
and 5% said that they don’t own Motorcycle. Inference : -
From the above table it is clear that 95% of people have their Own bike.
40
BRAND AWARENESS
Table 4:- Different Brands of Bikes Sno
Factors
No of Respondent
Percentage Respondent
1
Pulsar
14
14%
2
Splendor
6
6%
3
apache
70
70%
4
FZ
3
3%
5
Others
7
7%
Chart-4 80 70
70 60
No of Respondents
50 40 30 20
14 6
10
7 3
0 Pulser
Splender Apache
F-Z
Others
Interpretation: From the above table out of 100 sample it is that clear 14% are Pulsar owners, 6% are Splendor owners, 70% are Apache owners, 3% are F-z owners,7% are Other Bike owners. Inference: Majority of the people owned TVS Apache Bikes .
41
BRAND AWARENESS
Table 5:- Sources of Information S.no
Factors
No of Respondent
Percentage Respondent
1
News Papers
13
13%
2
Televisions
39
39%
3
Current Customers
16
16%
4
Friends/Relatives
30
30%
5
Others
3
3%
p s e R f o o N
4 5 4 0 3 5 3 0 2 5 2 0 1 5 1 0 5 0
3 9 3 0
1 6
1 3
P s w e N
3
i s v e l e T
t n r e r u C
u s C
e R s / n d e i r F
e t h O
Perrcentageof R esp ond ents
Interpretation: -
From the above table it is clear that out of 100 samples, 13% customers have collected the information about TVS apache through News Papers, 39% of the people gathered the information through Television, 16% of the people gathered the information through current Customers and 30% of the people gathered the information through Friends/Relatives and 3% got from Others. Inference : -
Majority of the customers of T.V.S apache said that they
gathered the information through Television.
42
BRAND AWARENESS
Table 6:- Factors influencing the purchase of TVS apache
S.no
Factors
No of Respondent
Percentage Respondent
1
Price
14
14%
2
Brand name
30
30%
3
Design
30
30%
4
Mileage
20
20%
5
Others
6
6%
35 30 25 20 15 10 5 0
30
30 20
14
i c e r P
6
e m n a n d a B r
n g i s D e
e g a l e i M
r s e h t O
Interpretation : - From the above table it is clear that 14% are Price influences
Customers, 30% are influenced by Brand name, 30% are influenced by Design, 20 % of Customers are influenced by Mileage and other features influence 6%.
Inference: -
Majority of the people said that they are influenced by the Mileage and
brand name of the TVS apache.
43
BRAND AWARENESS Table 7:- Awareness of Brand Features Sno
Factors
No of Respondent
Percentage Respondent
1
Good Mileage
30
30%
2
Pick -up
14
14%
3
Design
24
24%
4
Powerful Headlight
18
18%
5
Perfect Balance
14
14%
Chart-7 35
30
30 24
25
No of Respondents
18
20
14
14
15 10 5 0 Good mileage
Pick up
Design
Powerful Perfect Headlight Balance
Interpretation: - From the above table it is clear that 30% Customers are aware of it’s
Good Mileage,14% are aware of Pick-up, 24% are aware of Design, 18% are aware of powerful Headlight and 14% customers are aware of perfect balance of the Bike. Inference : -
It is clear that Majority of the Customers are influenced by the GOOD MILAGE of the bike
44
BRAND AWARENESS
Table 8: - Mileage given by TVS APACHE Bike S.no
Factors
No of Respondent
Percentage Respondent
1
35-40
17
17%
2
40-45
60
\60%
3
50&above
23
23%
Chart-8 70 60 60 50 No of Respondents
40 30 20
23 17
10 0 35-40
40-45
50&above
Interpretation: From the above table it is clear that 17% of respondents get 35-40kmpl
mileage, 60% of respondents get 40-45 kmpl- mileage, 23% of respondents get 50 kmpl mileages.
Inference: - Most of the respondents get a mileage of 40-45 kmpl.
45
BRAND AWARENESS
Table 9: - Purchasing of TVS APACHE Bike in Future Sno
Factors
No of Respondent
Percentage Respondent
1
Apache
35
35%
2
Splendor
25
25%
3
F-Z
2
2%
4
Pulsar
28
28%
5
Others
30
30%
Chart-9 40 35
35 30
28
30
No of Respondents
25
25 20 15 10 2
5 0 A pac he
Splender
F-Z
P uls er
Others
Interpretation: -
From the above table it is clear that out of 100 samples 35% of the people are interested to buy the TVS apache in future, 25% are interested in purchasing Splendor, 2% are interested in purchasing F-Z, 28% are interested in purchasing pulsar and 30% of people are interested in purchasing other bikes.
Inference : - From the above it is clear that majority are interested in Purchasing TVS
apache bike in future.
46
BRAND AWARENESS
CHAPTER-V
47
BRAND AWARENESS
FINDINGS
The common mode of transport of the people by Car is 5%, Bike is 41%, Auto is 11%, Bus is 40%, and lastly others are 3%.
27% of people are aware of pulsar bike, 15% of people are aware of Splendor , 48% of people are aware of TVS Apache, 5% people are aware of CBZ and 5% people are aware of other bikes.
95% said that they owned a Motorcycle and 5% said that they don’t own
Motorcycle.
14% are pulsar owners,6% are Splendor owners, 70% are TVS Apache owners,3% F-Z owners and 7% belongs to some other Bike owners.
13% customers have collected the information about TVS Apache through News
Papers, 39% of the people gathered the information through Television, 16% of the people gathered the information through
current Customers and 30% of the people gathered the
information through Friends/Relatives and 3% got from Others.
14% are Price influences Customers, 30% are influenced by Brand name, 30% are influenced by Design, 20 % of Customers are influenced by Mileage and other features influence 6%.
30% of customers’ are satisfied with good mileage, 14% are satisfied with pick-
up, 14% are satisfied with perfect balance, 24% are satisfied with design and 18% are satisfied with powerful headlight.
48
BRAND AWARENESS 17% of respondents get 35-40kmpl mileage, 60% of respondents get 40-45 kmpl
mileage, and 23% of respondents get 50&above kmpl mileage Most of the respondents say that Apache bikes give a mileage of 40-45 kmpl.
35% of the people are interested to buy the TVS Apache in future, 25% are interested in purchasing Splendor, 2% are interested in purchasing F-z, 28% are interested in purchasing pulsar and 30% of people are interested in purchasing other bikes.
49
BRAND AWARENESS
SUGGESTIONS
Management has to provide the bikes with more mileage and pick-up.. Sales process, availability of models and colours has to be improved. Indian market is price sensitive market, so the bikes’ prices has to be in such a
way that all level of people would be attractive. The TVS Company needs to increase promotional activities to create more
BRAND AWARENESS in public.
50
BRAND AWARENESS
CHAPTER-VI
Conclusion 51
BRAND AWARENESS
After completing the study, it is clear that a majority of respondents gave positive response on the Brand Awareness of T.V.S.APACHE vehicle. However the company has got more range in their brands and customer satisfactory level than their competitors. If the company focuses more on the promotional aspects and the service aspects ,it can maintain the same position in future market.
52
BRAND AWARENESS
QUESTIONNAIRE An Assessment of Brand Awareness with Reference to TVS Victor Name: ……………………………………………. Address: …………………………………………… …………………………………………… …………………………………………… Cell No: ………………………………………
1. What is your common mode of transport?
[
]
[
]
[
]
[
]
[
]
(a) Car (b) Bike (c) Auto (d) Bus (e) Others 2. Please mark the different brands of bike you are aware of? (a)Pulsar (b) Splendor (c) Victor (d) Libero (e) Others 3. Do you own a motorcycle ? (a) Yes (b) No
4. Which Brand of motorcycle do you own? (a)Pulsar (b) Splendor (c) Victor (d) Libero (e) Others
5. How did you come to know about the T.V.S Victor? (a)News Paper (b) Television (c) Current Customer (d)Friends/Relatives (e)Others
6. Which among the below features/factors influenced you most in purchasing of TVS Victor?
[
]
[
]
(a) Price (b) Brand name (c) Design (d) Mileage (e) others
7. With which features of TVS Victor do you satisfy more ? (a) Good Mileage (b) Pick- up (c) Design (d) Powerful Headlight (e) Perfect Balance
53
BRAND AWARENESS
8. How much mileage (kmpl) is your bike giving?
[
]
[
]
10. Do you recommend TVS Victor bike to your friends/relatives? [
]
(a) 40-50 (b) 50-60 (c) 60-70 (d) Above 70
9.In future if you plan to purchase a motorcycle, which among the following will you go for? (a) Pulsar (b)Splendor (c) Victor (d) Libero (e)Others
(a) Yes
(b) No
(c) Can’t say
11. What Suggestions would you like to offer for its improvement? ____________________________________________________ ____________________________________________________ ____________________________________________________
12.TVS apache is the best brand in A.P?
[
]
[
]
(a) agree (b) Strongly agree (c)Disagree (d)Strongly disagree
13. Are you aware of TVS apache brand? (a) Yes
(b) No
14. TVS apache bike price is comfortable to the customers compare with competitors? [
]
(a) agree (b) Strongly agree (c)Disagree (d)Strongly disagree
15. Does TVS apache brand satisfies the customer different varieties?[
(a) Yes
]
(b) No
16. what is your opinion on TVS apache brand? ____________________________________________________ ____________________________________________________
54
