INTRODUCTION The TVS group was established in 1911 by Sri T.V. Sundaram Iyenger. TVS group commands a strong presence in manufacturing of two-wheelers, auto components and computer peripherals. TVS Motor Company's first launch was 50 cc Moped TVS 50 in August 1980. which is the holding company for the TVS Group of companies.
INTRODUCTION It is the first Indian company to introduce 100 cc Indo-Japanese Motorcycles in India in 1984. It has grown rapidly since it's beginning to become one of the prominent two-wheeler manufacturers in India. Today TVS is a well-known brand in the field of bike manufacturing.
INTRODUCTION It collaborated with Suzuki Motor Corporation of Japan, for the manufacture of 100 cc motorcycles under the brand name of Ind Subsequently, the company changed its name to TVS Suzuki Ltd. However, the collaboration with Suzuki was only for motorcycles. The collaboration with Suzuki ended in 2001 and thereafter, the name was changed to TVS Motor Company.
TVS Motor Company - Mission We are committed to being a highly profitable, soci social allly respo sponsible ible,, and and lead eading ing manu manufa fact ctur ure er of high value fo forr money, environmentally fr friiendly, lifet lifetim ime e pers person onal al tran transp spor orta tati tion on prod produc ucts ts unde underr the the TVS brand, fo forr cust custo omers predominantly in Asian markets and to provide fulfillment and prosperity for employees, dealers and suppliers.
TVS TVS Moto Motorr Comp Compan any y - Visi Vision on 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.
OBJECTIVES TVS Motor will be responsive to customer requirements consonant with its core competence and profitability. Customer satisfaction by giving the customer the right product, at the right price, at the right time. To achieve a significant share for international business in the total turnover.
OBJECTIVES TVS Motor believes that people make an organization and that its well-being is dependent on the commitment and growth of its people. TVS Motor will support and encourage the process of self-renewal in all its employees and nurture their sense of self worth.
OBJECTIVES TVS Motor believes that people make an organization and that its well-being is dependent on the commitment and growth of its people. TVS Motor strives for long-term relationships of mutual trust and interdependence with its customers, employees, dealers and suppliers .
CORE & AUXILLARY NEEDS CORE NEED Tran Transp sport ortat atio ion n
AUXILLARY NEEDS
BRANDS
Fash Fashion ion,, lifes lifesty tyle le,, cost costly ly,, sporty look Fuel Fuel effi effici cie ent, nt, econ econom omy, y, mileage, fashion
TVS Apache, TVS Apache RTR TVS TVS Cent Centra ra
Tran Transp sport ortat atio ion n
New New graph graphics ics,, styl stylis ish, h, eye eye catching colors
TVS Victor, TVS Fiero Fx
Transp Transport ortati ation on
User User friend friendly, ly, specia specially lly for ladies, ladies, econom economy, y, fashion fashion,, lifestyle
TVS Scooty pep+, TVS Scooty Streak
Tran Transp spor orta tati tion on
Approaches adopted by TVS
Production concept
Partial
Company recorded the growth.
Product concept
Full
Innovative features like sporty , stylish.
Selling Concept
Partial
Level of economic activity.
Marketing Concept
Full
Aims to increase reach of unrepresented towns of country.
Societal Concept
Partial
Vision of building self reliant rural companies.
TVS Company SWOT Analysis
Ability to understand customer’s needs and wants Recognized and established brand name Effective advertising capability
TVS Company SWOT Analysis
They have big gap between cubic capacities of its products. Its market share is reducing from last few years. Bikes are not attractive as compare to there competitors.
TVS Company SWOT Analysis
Global expansion Expansion of target market (include women) Become India’s leader in the scooter market
TVS Company SWOT Analysis
Suzuki Motorcycles can take away market share and cause joint venture to go sour Bajaj Motors and Hero Honda is a strong competitor
TVS Brands TVS Apache TVS Apache RTR 180 TVS Centra TVS Fiero FX TVS Flame TVS Scooty Streak
TVS Star city TVS Victor Edge TVS Victor GLX 125 TVS XL Super TVS Scooty PEP+ TVS Star
Features of TVS Brands New stylish split grab rail designed ergonomically Sporty eye-catching looks Lightweight foot pegs Designer racing stripes Good looking forged brake lever Aerodynamic air scoops Lightweight & stylish Black alloy wheels Digital Speedo console
Features of TVS Brands
Features of TVS Brands
Rear disc brakes and fuel injection technology. 180 cc Engine LED Tail Lamps Petal Disc Brakes Service Indicators Wider Rear Tyres (110/80-17)
Features of TVS Brands Innovati Innovative ve VTI engine engine that claim claims s mileag mileage e of about 72 km per liter in city conditions. Digitally controlled ignition timing and temperature sensors ensure reliability and fuel efficiency. Dual mode engine operation - economy and power. Equipped with fuel wastage reduction system and friction reduction technology. Power and economy indicator. Excellent body graphics, superb design, promises
TVS BRANDS
PUNCHLINES
TVS Flame TVS TVS Vict Victor or New New GLX1 GLX125 25
“Set a million hearts aflame” “As Big Big As You Your Drea Dreams ms””
TVS Centra
“Fill it once a month Bike”
Brand Ambassadors TVS TVS sign signs s Sach Sachin in as brand ambassador Brand Ambassador for TVS VICTOR
Brand Ambassadors Indian Tennis Star Sania Mirza Brand Ambassador For TVS Scooty Streak
Brand Ambassadors Indian Cricket Team Capt Captai ain n M S Dho Dhon ni Brand Ambassador for TVS APACHE TVS STAR CITY
Brand Ambassadors Telug Film Star Trisha Krishnan Brand Ambassadors for TVS Scooty Pep+
Brand Ambassadors Surya Shiv kumar Telgu Film star Brand Ambassador for TVS STAR Sunil Shetty Bollywood Hero Brand Ambassador for TVS Flame
Industry Competitor Industry
Industry Competitors Bajaj Automobile Ltd Hero Honda Motors Limited
TVS Motors
Honda Motors Yamaha Corporation Ltd
Brand Competitors TVS Brands
Baja ajaj Bran rands
Her Hero Ho Hon nda Brands
Yamaha Brands
TVS Apache RTR 180
Bajaj Pulsar DTS
Hero Honda Karizma
Yamaha FZ16
TVS Centra
Bajaj Platina
Hero Honda Splendor
-----
Hero Honda Passion plus
Brand Competitors TVS TVS Bra Brand nds s Baja Bajajj Br Bran ands ds Hero Hero Ho Hond nda a Brands
Honda Brands
TVS Flame (125cc) Bajaj Discover
Hero Honda Glamour
Honda shine
Bajaj Wave
Hero Honda Pleasure
Honda Deo
TVS Victor ( 125cc) TVS Scooty pep+ (97.8cc)
Competitors Objective
Objectives of Hero Honda Being the most fuel efficient Company. To develop Appropriate product & excellent Quality. To Meet the demands of the sophisticated markets in Europe & America. To reach an unassailable pole position in the Indian Two Wheeler market. To maintain high standard of ethics & social responsibilities. To meet the quality performances & price aspirations
Objectives of Bajaj Providing Customer value for money. Keep an special eye upon Quality, Safety, productivity, cost cost & deli delive very ry.. Quality improvement & customer satisfaction. High performance products across all categories. Great financial support network (For financing the automobile)
Competitors Strength & Weakness
Bajaj Automobile Ltd Highly experienced management. Product design and development capabilities. Widespread distribution network. High performance products across all categories. High export to domestic sales ratio.
Bajaj Automobile Ltd
Still has no established brand to match Hero Honda's Splendor in commuter segment. Not a global player in spite of huge volumes. Not a globally recognizable brand (unlike the JV partner Kawasaki
Hero Honda Motors Limited
Hero Honda introduced First stroke bike in the Indian market. Hero Honda gives good mileage. Huge sale network (3500 Dealers). Better sale service. It has the highest share in automobile sector. It has a good brand image. It gives better service for customers. Best customer preference.
Hero Honda Motors Limited
Suppose to be very sophisticated. They have big gap between cubic capacities of its products. Its market share is reducing from last few years. Spare parts are too costly.
Whom to ATTACK & AVOID?? Competito Stron Weak Close Distan rs g t
Good
Bad Attac k
Avoid
Bajaj
-
-
-
-
Hero Honda
-
-
-
-
Honda
-
-
-
-
-
-
Yamaha
-
-
-
-
-
-
FOUR P’S Product
Price
Place
TVS Apache RTR
Rs. 63,990
TVS Centra
Rs. 34,900-38,000
Dealers
TVS Fiero FX
Rs 45,000 - 50,000
Customers
TVS Flame
Rs.46,000.
Company
Promotion The company has started giving discounts and other offers to the customers on the purchase of new bike like festival offers through
Cultural factors
high
Social factors
medium
Personal factors
high
Psychological factors
medium
Buying decision process
The buying process begins with recognition on the part of the buyer. Need of buyers is transporta tion. Personal Sources (family, friends etc.) Commercial Sources (Magazines, Promotional Materials). Public Sources (Newspapers, TV Commercials,
Buying decision process Buyers prefer various Brands before buying like Fuel Efficient, sporty looks, fashion etc some of the alternatives are: Honda Shine: fuel efficient bike Hero Honda Super Splendor/Glamour: Fuel efficient bikes ,comfort Bajaj XCD: Fuel efficient bike TVS Flame: handsome bike, fashion
Buying decision process After the brand choice, the customer forms the intention to buy the Bike depending on his Income level, payment method decision. After purchasing the bike the customer will experience some level of satisfaction or dissatisfaction.
