PREFACE
Th i s proj ect report report i s on the “TVS WEGO’’. WEGO’’. Th eori es can can be r ead but but th e per per f orm i t i n th e r eal l i f e i s dif f er ent ex- per per i ence wil wi l l together. together. M anageme anagement nt cour cour ses are ar e des desi gned to produce pr oduce f u- tur tu r e manager manager s and u nl ess you h ave practical pr actical kn owledge owledge the th e the th eore or eti cal kn owledge owledge i s not i mpl i cated. cated. H ence th i s projec pr ojectt i s to give us the pr pr actical way of kn owin g how mar ket behave behaves s and r eacts. acts. Thi s is also also in par par t fu lf il lment lment of B BA Degre Degree e.
ANUJ SAMADHIYA BBA
||
nd
Semester
INTRODUCTION ‘ TVS ’ ’ moters has heated up the competition in gearless scooter segment in India by launching its innovative scooter TVS Wego. The scooter was displayed at Delhi Auto Expo 2010 along with TVS Jive. This can be termed as Male Scooty for Indian customers. TVS Motors is dominating the scooty segment with its TVS Scooty Pep and the company is targeting the gearless scooter market with TVS Wego nowTVS Wego is powered by a 110cc air cooled engine that develops a maximum power of 8 bhp at 7500 rpm and delivers a top torque of 8 Nm at 5500 rpm. The engine is all-aluminium low-friction that promises greater mileage. TVS Wego has been launched with automatic gears that make easy riding for every one including man, women, old ones and adults. This unisex scooter TVS Wego has won Scooter of the Year 2011 Award, recently outplaying Honda Activa.The commuter segment scooter, TVS Wego, is available in five stunning colours including silver, golden beige, black, dark blue and cappuccino brown. The body colour is painted on front panel and side panels along with front mud-guard. But rear view mirrors and rear garb rail are not painted with body colour. Overall body is comes in steel and promises long life and less maintenance.The bolder style scooter, TVS Wego, has been blessed with front telescopic front fork and gas charged rear shockers. The headlamp of TVS Wego is possessing multi-reflector halogen type while the tail light are in LED mode with optical guides. The TVS Wego is designed with a lot of storage space under the seat and front side. The footboard comes in new design and with more space for leg and stuffs. The fuel tank is placed at rear side with visible tank-lid that ensure re-fuelling while sitting on the vehicle. TVS Wego is also packed with maintenance free battery
and mobile cum battery charger, good-looking instrument panel, light side stand and low-height driver seat. ENGIN- The TVS TVS Wego is equipped with a 110cc powertrain.The powertrain.The air cooled engine is all aluminium low-friction which promises higher fuel efficiency. The TVS Wego mill pumps out a maximum power of 8 bhp at 7500 rpm and develops a top torque of 8 Nm at 5500 rpm.The scooter comes with self and kick start options. TVS Wego is a gearless scooter and performance wise leader in class.It has got a telescopic front suspension and gas charged rear suspension. The TVS Wego sports standard braking system. It also loaded with 12 inch five spoke alloy wheels. It is developed on body balance technology which ensure greater control, lower steering effort and maneuverability through optimum vehicle mass and mass distribution.
HISTORY TVS Sundram Iyengar and Sons Limited operates through the three followingdivisions: TVS and Sons distributes Heavy Duty Commercial Vehicles, eeps and Cars. It represents premier automotive companies like Ashok Leyland, Mahindra and Mahindra Ltd., Fiat and Honda. It also distributes automotive spare parts for several leading manufacturers. TVS & Sons has grown into a leading logistics solution provider and has set up state-of-the-art warehouses all over the country. It has also diversified into distributing Garage equipment that ranges from paint booths to engine analysers and industrial equipment products. Lakshmi Auto Components Limited - Large OE supplier of two wheeler gears and camshafts. Lucas Indian Service Limited - The company looks after the distribution of auto electrical components all over India. xles India Limited - A joint venture with Eaton Limited, U.K. Manufactures axle housings and drive heads for heavy and light commercial vehicles. Brakes India Limited- A joint venture with Lucas Automotive, U.K. Manufactures foundation and hydraulic brakes as well as other products for automotive and non-automotive applications Harita Grammer Limited - Manufacturer of automobile seats in collaboration with Grammer, world leader in the category. India Motor Parts and Accessories Limited- One of India's
largest distributors of spare parts. India Nippon Electricals Limited- A joint venture with Kokusan Denki, Japan. Involved in the manufacture of magnetos. Lucas TVS Limited- A joint venture with Lucas Industries, UK. Manufactures a range of auto electric systems. Also develops and produces vacuum pumps and gear starters with Hitachi Limited, Japan. Madras Auto Service- India's largest retail network of auto spares. Southern Roadways Limited - Giant in the Indian road transport industry, company operates largest parcel service all over South India. Sundaram Brake Linings Limited - First Indian company to manufacture asbestos-free brake linings, woven clutch facings and disc pads for automotive applications . SundaramFinanceLimited - Leading consumer finance company in India. Sundaram Industries Limited- With a reputation built over five decades, comprises several divisions: custom moulded rubber products, tyre services and coach building. Also specialises in refrigerated trucks and bunk beds . SundaramMotors - Major dealers for Indian and foreign cars in South India . Srinivasan Services Trust- The SST (Srinivasan Services Trust), an organization initiated by Sundaram Clayton Ltd and TVS Motor Company Ltd for charitable purposes, has been promoting community development programmes in Tamil Nadu, Guarat, Maharashtra and Karnataka.
MARKETING STRATEGY OF ‘TVS WEGO’
TVS is on a roll these days. The company's fortune multiplied ever since it broke up with its partner Suzuki in 2001. The company made a strong comeback in the two wheeler market with TVS Victor and later created a place in the market through TVS Apache motorcycle. In 2011, the com pany has entered into gear-less scooter segment with the high profile , high decibel launch of TVS Wego. Wego is a unisex scooter with a engine capacity of 110 CC and priced around Rs 42,000. The brand directly competes with the market leader Honda Activa. TVS has already built a strong equity in the 60cc scooterette market with its market leading brand TVS Scooty. TVS Wego is in the market at the right time. The scooter market in India is growing at a scorching pace and dominated by one big brand- Activa. A large growing market dominated by a single player is always an attractive option . There is always a space for a second brand provided it can of fer a differentiated value proposition to the customer. In the Indian scooter market, the competitor is Honda and it is not an easy task to offer a value proposition that beats Honda. Many players have accepted defeat in this market including the erstwhile market leader - Bajaj Auto. Hero Honda is another strong contender with its brand Pleasure which is mainly tar geting the lady commuter. TVS has created a worthy challenger to Activa by launching Wego. Going by the reviews, there is a general consensus that Wego will be accepted by the consumers. More importantly , the brand was able to find a worthwhile differentiation to fight the market leader. Wego was launched at the right time when Honda is struggling to
meet the demand for Activa. The long waiting period of Activa will force many customers to look for alternatives and this of fers tremendous opportunity for Wego. Wego is well styled and adequately powered scooter and is priced along the market going rate. The brand has found a unique differentiator and has called it Body Balance . During the Bajaj Chetak era, balance was a critical issue since the engine of Bajaj Chetak was placed on one side and caused considerable imbalance. Vespa which was the competitor of Chetak was considered to be more balanced since the spare tire was kept on the other side to balance the engine weight. Although modern scooters like Activa and Pleasure doesn't seem to have such an issue, the body balance focus of Wego seems to be a relevant differentiator because balance have association with stability and safety. The website of Wego explains the body balance in a detailed manner. Unlike the other scooters, Wego has a front inclined design which gives better stability while riding. The brand chose this feature as its USP and is going all out to promote body balance as its USP. So the opportunity is right, the product has right features and has found a reasonable differentiation and the next critical stage is to communicate the value proposition to the consumers.Wego has really disappointed in the brand communication stage.The television campaign of Wego is one of the worst ads that I have seen in recent times . One and only best thing about the ad is that it creates a strong association between the brand and the Body Balance feature. So in that perspective, the ad does its job. But on all other counts, be it creativity, execution , the ad is totally lost. The ad can be viewed once but not worth watching second time. My personal opinion is that such features are best explained using a rational theme. Here in this case, the brand has tried to use humor and hyperbole to convey the concept of body balance
TVS Wego technical Specification
TVS Wego Price TVS Wego Market Views
and the viewer is clueless about how this body balance works in practice.The counter argument would be that a normal user will checkout the website or showroom and find about the ex planation about body balance and the campaign is just to bombard the consumer with this term . So to be fair to the brand, the ad works at some level but at the cost of refinement and creative execution. Unlike Hero Honda Pleasure, Wego has positioned itself as a unisex scooter for modern day couples. The entire communication is targeting couples . Wego can of fer quite a challenge to Activa. Activa is currently struggling to meet the demand and the long waiting period can cause many customers to look at Wego. Activa recently launched a print campaign assuring customers of speedy delivery once they ramp up their operations. The success of Wego largely will de pend on the performance of the product on road. The real customer reviews and word of mouth will be the acid test for this brand. TVS Wego- TVS Motors is expected to launch "Wego" model in India which flaunts a metal outlined scooter with unisex fashioning. The super trendy automobile features a sturdy 110cc engine that produce maximum horsepower of 8bhp at 7500rpm and maximum force at 8Nm of 5500rpm. TVS Wego Scooter is proposed for smooth and comfortable cruising across the Indian streets and is complimented by a noise-free engine. It gives mileage of 50km/Litre and is accessible in dif ferent colors ranging from golden beige to dark blue, cappuccino brown to silver, etc. TVS Wego Models with Technical Specifications.
TVS Wego- TVS Motors is expected to launch "Wego" model in India which flaunts a metal outlined scooter with unisex fashioning. The super trendy automobile features a sturdy 110cc engine that produce maximum horsepower of 8bhp at 7500rpm and maximum force at 8Nm of 5500rpm. TVS Wego Scooter is proposed for smooth and comfortable cruising across the Indian streets and is complimented by a noise-free engine. It gives mileage of 50km/Litre and is accessible in dif ferent colors ranging from golden beige to dark blue, cappuccino brown to silver, etc. TVS Wego Models with Technical Specifications Model
TVS Wego
TVS Wego technical Specification
TVS Wego TVS Wego Market Views Price
Maximum horsepower: 8 Bhp @ 7500 rpm Maximum force: 8 Nm @ 5500 rpm Engine Displacement: 110cc Engine type: Air cooled with 110cc Headlamp: 12V, 35W/35W Mechanisms: Automatic Wheel style: Alloys 12 inch alloy wheels Gas loaded rear shock proof Sleek outlined body LED Tail lamp with visual prompters Glove console Twin city lights Exterior fuel load along with pivoted lid Repair free battery Mobile charger
Rs. 45,000 TVS Wego altered the concept of city traveler biking in India. The manufacturer of Wego, TVS Motors became the one and only firm with a diverse range of Scooters after its launch.
BOARD OF DIRECTORS 1. VENU SRINIVASAN
CHAIRMAN & MANAGING DIRECTOR
2. K.N.RADHA KRISHNAN
PRESIDENT AND CEO
3.H.S.GOINDI
PRESIDENT,MARKETING AND SALESH
4.HARNE AND VINEY CHANDRAKANT
PRESIDENT NPI
5.S.G.MURALI
EXECUTIVE VICE PRESIDENT FINANCE
6.K.S.SRINIVASAN
COMPANY SECRETARY
MARKETING STUDY OF ‘TVS’ WEGO
With the battle for the third spot fought hard between TVS Motors and HMSI, both the companies have pushed the ‘Launch’ button. After a gressive launches from Honda, TVS has ensured that they do not left behind. With the clutchless wonder Jive, TVS has launched the 110cc unisex scooter Wego in Pune a few days back in a bid to make sure that the product reaches all major potential parts of the country.HMSI leads the scooter market with their omnipresent Activa followed by other similar models. Wego is a direct attempt at the largest selling Activa in a bid to regain the lost ground. We try to figure out does the scooter has enough juice to dethrone Activa at the very First Look. Wego is powered by a 109.7cc air cooled 4 stroke engine which is capable of producing 8PS at 7500 rpm and an equal amount of torque which peaks at 5500 rpm. These figures seem compa-
rable to the competition, a lot will demystify once we thoroughly test ride this machine. We will switch to the various features TVS is banking upon. All Aluminum engine: Wego comes loaded with a noise free all aluminum low friction en gine for a fuss free experience and lesser vibrations. 1. Forward Biased Center of Gravity: TVS has been advertising this feature a lot. As they say, the center of Gravity, which is one of the most important factors for stability of a machine, has been kept forward biased which would have needed a lot of technical expertise as it’s not easy to lessen the impact of rear mounted engine’s weight which is the sin gle heaviest component of a scooter. 2. Telescopic Front shock absorbers: This is one feature we would advice all companies to adorn on their scooters. Tele scopic shock absorbers are so much better than the conventional ones at providing a much needed respite to the rider’s spine. 3. Gas Charged Rear suspension: Wego becomes the first scooter in India to pay heed to and sport Nitrogen Gas charged suspension for the rear. As a combo (front and rear) it does make the scooter probably the best when it comes to rides on normal to broken roads. Middle aged men (and women) are you listening! 4. Large Tires: One thing which we really liked was the industry first 12 inch alloy wheels on this scooter. While these add to a lot of safety on the road they make the scooter stand out from the rest.
5. Aggressive styling: Look at it from the front and you would find a hard lined stance as if it were to prove a point forcibly on you. The bulging rear ending with a pointed tail adds to the overall styling. 6. Full Metal Body: Wego also comes equipped with a full metal body. Rest assured it would save a lot of your after sales spent money along with adding a lot of safety on the go. 7. External Fuel Knob: Similar to the Scooty Streak, Wego also has the rear mounted fuel knob so that you are saved of the unnecessary extra hassle of getting down everytime you fill fuel. 8. Combo Charger: Now you can charge your cellphone on the go; a very handy feature which must make it to all other scooters as well. 9. Zero Maintenance Battery: Keeping pace with the competition, Wego comes equipped with a zero maintenance 12V 4Ah battery which doesn’t need frequent looking after. 10. Patented EZ Center Stand: An innovation especially for the fairer sex, the patented EZ center stand requires lesser effort to mount the scooter on it. Now no more, in-a-hurry side stand niggles! 11. Combo Lock: One key does it all! The side panel lock opens up both the seat and fuel tank cap. 12. Under Seat Storage: Wego comes with a 15 liter under seat storage space which can store a full face helmet, documents, Pepsi cans and other handy loads. Not class leading but decent enough! 13. Claimed Mileage: TVS claims this bike to deliver close to 50kmpl of mileage on a mix driving of cities and larger roads. 14. Low Weight: The scooter tips at 105kgs on the scale which makes it an efficient machine for both the sexes to handle.
15. Vivid Color Options: Wego would be made available in 5 color options: Silver, Black (our choice), Dark Blue, Cappuccino Brown and Golden Beige. 16. Wet Compound Tires: Wego also come equipped with wet compound tires which promise to be sticky even on wet roads.
That seems a lot of innovation and a very worthy attempt at the competition. TVS has kept the pricing of the scooter very competitive at 42,361 ex showroom Pune which is on the similar lines of Activa. TVS plans to sell 20,000 units for this scooter per month once the scooter has been made available all around the country. Its evident that Wego has been made with a lot of heart and it clearly shows in the overall product. Now is it an Activa defeater needs to be seen as sales progress. Look out for our rode test where we will talk about the scooter in depth. TVS isn’t exactly new to the gearless scooter segment, with Scooty and its variants, the Pep, pep+ and the streak all stand testimony to the companies experience in this field, with almost endless waiting periods for the current market leader, the Honda Activa, it was inevitable that TVS would come up with a rival against the Japanese giant. We take a close look at the machine and wonder if this two – wheeler has what it takes to grab the hearts of prospective scooter buyers. The Wego was first launched along with the Jive back in November 25, 2009, TVS claimed to have spent a whopping 50 crore developing this machine which is designed and marketed to be family friendly unlike the Scooty which was for the Ladies. Priced slightly higher
than the competition by about 1000Rs, the Wego has plenty of features worth mentioning along with the good looks. Looks and Features: The styling is best described in one word ‘Edgy’, it features muscles and curves all around its metal body with sharp looking indicators just like on the Scooty streak and the white color that seems to have been lifted straight from the RTR 180, its far from the conservative design language of the Activa and the Duro. On closer inspection of the Wego, TVS’s trademark attention to detail in the de sign can be seen, take for example the air vent below the seat, while most de signers would be happy to go ahead and put two holes there, TVS has given the Wego a cool looking transformerslogo-style air vent, complete with a plastic mesh. The tail lamps, they may seem ordinary but the three inverted-U shaped optical tubes is almost identical to the tubes used on BMW cars to light up their brake lights and corona rings. The very well done stitching on the rear seat and the design of the rear grab rail both speak volumes about the effort that has been put into the creation of this scooter, even under the seat there were no wires, imperfections or mechanical bits visible, the key too followed the same tradition with a new fob design that makes it look like it was of a car. The 12” inch silver alloy wheels with its unique design also helps to set this bike apart from the crowd. Overall, the Wego definitely looks more stylish than the Activa but might not go down as a good looking machine with everyone out there, particularly the older crowd; it seems to suit a younger buyer
with its energetic lines. Looks aside, on the features front, the bike does have quite a lot to offer, firstly it features an all metal body which is different to the Scooty’s which features a fibre shell, the metal ensures longer life, stability due to the added weight, and durability in the event of bumps and dents, there have also been two patented features on the Wego, one is the EZ Stand, this is a spring operated stand with a long kick lever, its designed and positioned in a way that makes it amazingly easy to put the bike onto the centre stand, on testing it we found that it takes less effort, to place the bike on the main stand, than lifting a bag of rice provided the kick lever was firmly pushed to the ground,another patent has been applied for TVS’s Body Balance Technology, more about this in the Handling section, this technology is a mix of components that enable the rider to have maximum steering ability and maneuverability in traffic or at cruising speeds. The Wego also features 12 inch alloy wheels for both front and back which is fitted with newly de signed TVS Tyres. The scooter features twin telescopic front shock absorbers and a gas filled rear spring. T here isn’t any disc brake option for the bike and it features drum units for both front and rear. Another interesting feature is the integrated front storage compartment, this compartment isn’t an add – on accessory that seems to have been bolted into place like on the Activa, it is part of the standard package, the fuel lid is positioned right
behind the seat and can be opened by inserting a key on the left rear side of the bike, turning the key to the right opens the fuel lid and the key can be turned to the left to open the seat. Other features include a hook beside the ignition key slot for hanging bags or groceries weighing less than 3 Kg’s, an optional under seat 12V socket for mobile charging and an illuminated key ring. Engine Performance and Drivability: The engine onthe Wego is an all new, all aluminum unit designed with two key principles in mind, low noise and less friction. On paper, it is a 109cc engine that produces 8.1 Bhp of power. The same basic engine was also featured on the Jive, TVS’s ‘no tension bike’. On the test bike I was given the battery was disconnected since it had just arrived from the factory. So the only option was to kick start it. I put it into the main stand and kept kicking it, on the third kick, the lever went all the way down without any re sistance and got me worried for a second, it’s only when I touched the seat that I felt that the engine was on, this wasn’t a noisy place at the centre of town, it was a showroom on the side of a deserted highway at noon, and still the silence of the engine really made an Impression As I got on the highway, accelerating at full throttle, I remember a smile being put on my face by the scooter as I went on with the journey, there was an eerie silence about the engine, it literally felt like the Wego was running on butter instead of petrol, the engine was that smooth and quiet, yet, TVS doesn’t mention this remarkable characteristic in any of the ads of the Wego, the company seems to be following a policy of ‘Promise less, Deliver more’. Rid ing without a pillion, I felt that the scooter had a decent level of pickup and acceleration; it was really hard to compare it to my friends Honda Activa I rode later that day simply because of the lack of engine noise.
In an Activa, on hard acceleration, the engine purrs audibly and the acceleration can really be felt and due to the lack of the rev counter, the engine noise can help in judging how fast the bike is accelerating in relation to the speed, but on the Wego due to suppressed sound, all there is, is the feeling of gliding along, slowly getting faster and faster. Hence, in terms of a real world comparison of the two scooters, the Activa felt slightly faster, this might be due to psychological factors or because of the fact that TVS has tuned its scooter for better mileage than the rest. In the cities too, the engine feels stress free and ready to move at every twist of the throttle, with the ambient noises in city areas, it felt like driving an electric scooter around. Overall, in the engine and performance department, the Wego was impressive, not for its power, but for its amazing re finement, I honestly have yet to come across a bike or a scooter that has an engine that feels so pure and so smooth. With almost zero noise, there’s no doubt that it’s a job well done by TVS. Ride, Handling and Ergonomics: The initial part of the test ses sion covered deserted highways which had a glass like smoothness to them, needless to say, the bike felt rock solid on these roads, it was without a doubt, nimble and sporty, requiring nothing more than a slight twist of the hip to lean the bike, the bike did have great lean angles but the centre stand was always eager to touch the ground when turning to the left. At cruising speed, the Wego can take turns like a bee and is quite fun to ride too, but our Indian roads in general are far from glass-smooth so I found a path of bumpy inner roads to give the suspension a good work out.12” wheels are standard at both the front and rear and also, the front end sports dual tele scopic arms and the rear houses a single gasfilled shabsorber,
though the rear suspension took every bump and pothole with smiles, the front suspension was quick to transmit some of the bumps onto the handlebars, it wasn’t the most pleasant exper ience having my hands shaking like it was on a tractor engine while going through some rough patches. But, the rear felt really comfortable, the seat, though it seems flat, is actually curved well once a rider sits on it and is also soft, this added to the ride quality of the scooter and made up for the hard front end. To be honest, with the 12” wheels, I had expected a little more. But things started to get into the right perspective once I started using the brakes really well, the Wego, on hard braking, felt just like a two wheeler should feel, planted and secure. The front end dives in well and gives a great amount of feedback about the level of grip on the tires; this was more bike – like and did not feel awkward even when the front brakes were tried on a patch of mud. It feels predictable and safe on braking despite the use of drum brakes. The 12” wheels also added to the feedback of the whole setup. Rubber quality, to say the least was good and it definitely felt a lot better than the ones used on the Scooty but not quite up to Activa standards. Speaking of the Wego’s braking in comparison to the current market leader, Activa, its almost entirely different, the Activa features a bottom link, spring loaded hydraulic damper at the front, on the road this meant that the front of the bike actually rises up on applying the brakes, which can feel odd and also unpredictableon muddy roads, this issue is non-existent on the Wego since it uses the bike-like telescopic Suspension System. In the city though, TVS’s ‘body balance tech’ made its presence felt, with the least amount of effort required to flick the bike in and out of traffic, and roads. this technology, in my opinion consists of the 12″ wheels, telescopic suspension in front, the compar atively higher ground clearance and a well implemented front –
rear weight distribution. The good brakes on the scooter also lent a bit of confidence for taking it around at above average speeds. Overall, in the handling department, the bike felt refreshing; it was sporty, nimble, predictable and confidence inspiring, at the cost of being slightly bumpy on bad roads. Not bad at all. The Verdict: The Wego is definitely an impressive machine; it’s got some really appealing looks especially in that White color, sporty handling, good ride comfort, lots of storage space, mileage, and best of all, refinement. This scooter, without a doubt goes into my books as the quietest two wheeler I have ever ridden. Looking at the scooter segment from a business point of view, the Activa led the market due to its very conservative and simple looks which appealed to everyone from youngsters to adults, the Wego, though has a more ener getic styling, one that the younger buyers would love and the older customers may loathe. On the whole it’s a welcome addition to the 110cc scooter segment. With the level of refinement and class that TVS has managed to cram into this little scooter, we wouldn’t be surprised if the Wego took a big bite into the pie, the Activa had all to itself. The very well done stitching on the rear seat and the design of the rear grab rail both speak volumes about the effort that has been put into the creation of this scooter, even under the seat there were no wires, imperfections or mechanical bits visible, the key too followed the same tradition with a new fob design that makes it look like it was of a car. The
12” inch silver alloy wheels with its unique design also helps to set this bike apart from the crowd. Overall, the Wego definitely looks more stylish than the Activa but might not go down as a good looking machine with everyone out there, particularly the older crowd; it seems to suit a younger buyer with its energetic lines. Looks aside, on the features front, the bike does have quite a lot to offer, firstly it features an all metal body which is different to the Scooty’s which features a fibre shell, the metal ensures longer life, stability due to the added weight, and durability in the event of bumps and dents, there have also been two patented features on the Wego, one is the EZ Stand, this is a spring operated stand with a long kick lever, its designed and positioned in a way that makes it amazingly easy to put the bike onto the centre stand, on testing it we found that it takes less effort, to place the bike on the main stand, than lifting a bag of rice provided the kick lever was firmly pushed to the ground,another patent has been applied for TVS’s Body Balance Technology, more about this in the Handling section, this technology is a mix of components that enable the rider to have maximum steering ability and maneuverability in traffic or at cruising speeds. The Wego also features 12 inch alloy wheels for both front and back which is fitted with newly designed TVS Tyres. The scooter features twin telescopic front shock absorbers and a gas filled rear spring. There isn’t any disc brake option for the bike and it features drum units for both front and rear. Another interesting feature is the integrated front storage compartment, this compartment isn’t an add – on accessory that seems to have been bolted into place like on the Activa, it is part of the standard package, the fuel lid is positioned right behind the seat and can be opened by inserting a key on the left rear side of the bike, turning the key to the right opens the fuel lid and the key can be turned to the left to open the seat.
Other features include a hook beside the ignition key slot for hanging bags or groceries weighing less than 3 Kg’s, an optional under seat 12V socket for mobile charging and an illuminated key ring. Engine Performance and Drivability: The engine on the Wego is an all new, all aluminum unit designed with two key principles in mind, low noise and less friction. On paper, it is a 109cc engine that produces 8.1 Bhp of power. The same basic engine was also featured on the Jive, TVS’s ‘no tension bike’. On the test bike I was given the battery was disconnected since it had just arrived from the factory. So the only option was to kick start it. I put it into the main stand and kept kicking it, on the third kick, the lever went all the way down without any resistance and got me worried for a second, it’s only when I touched the seat that I felt that the engine was on, this wasn’t a noisy place at the centre of town, it was a showroom on the side of a deserted highway at noon, and still the silence of the engine really made an Impression As I got on the highway, accelerating at full throttle, I remember a smile being put on my face by the scooter as I went on with the journey, there was an eerie silence about the engine, it literally felt like the Wego was running on butter instead of petrol, the engine was that smooth and quiet, yet, TVS doesn’t mention this remarkable characteri stic in any of the ads of the Wego, the company seems to be following a policy of ‘Promise less, Deliver more’. Riding without a pillion, I felt that the scooter had a decent level of pickup and
acceleration; it was really hard to compare it to my friends Honda Activa I rode later that day simply because of the lack of engine noise. In an Activa, on hard acceleration, the engine purrs audibly and the acceleration can really be felt and due to the lack of the rev counter, the engine noise can help in judging how fast the bike is accelerating in relation to the speed, but on the Wego due to the suppressed sound, all there is, is the feeling of gliding along, slowly getting faster and faster. Hence, in terms of a real world comparison of the two scooters, the Activa felt slightly faster, this might be due to psychological factors or because of the fact that TVS has tuned its scooter for better mileage than the rest. In the cities too, the engine feels stress free and ready to move at every twist of the throttle, with the ambient noises in city areas, it felt like driving an electric scooter around. Overall, in the engine and performance department, the Wego was impressive, not for its power, but for its amazing refinement, I honestly have yet to come across a bike or a scooter that has an engine that feels so pure and so smooth. With almo st zero noise, there’s no doubt that it’s a job well done by TVS.
OBJECTIVE OF THE PROJECT
The main objective of project is to prepare Advertising of TVS Wego are as under :
To know availability and durability of the product and services of TVS Wego .
To know whether products are feasible.
To know about best quality of TVS Wego.
To know about very good services of TVS Wego.
LIMITATION
As said a basic research was conducted at the company to enables the company to assess how far the customers are satisfied with product and services of TVS WEGO.During the course of the study the following limitations were observed: (a) The method will be unsuitable if the number of persons to be surveyed is very less as it will be difficult to draw logical conclu sions regarding the satisfaction level of customers.
(b) Interpretation of data may very from individual depending on the individual understanding the product features and services of the company . (c) The method lacks flexibility.In case of inadequate on incomplete information the result may deviate. (d) It is very difficult to check the accuracy of the information provided. (e) Since all the products and services are not widely used by all the customers it is difficult to draw realistic conclusions based on the survey.
SUGGESTIONS
The following suggestions are offered to the TVS WEGO :1. As the TVS WEGO thus company should launch effective promotional. 2.
Wide advertisement showing utility of their product and features of their product should be made.
3.
Company may offer gifts scheme from time to time so that he product may attract the masses.
4.
The company should lower the price
5.
The company should come up with attractive advertising plants.
6.
The company should improve its distribution network.
7. The company should also think and implement some public relation programme.
C O N C L U S I O N 1.
Customer's priority is on the price, mileage, and look while purhasing TVS WEGO. They are not much affected promotional programs.
2.
Dealers expect some promotional schemes/ offers from the company.
3.
There are many promotional offers available to the customers like: Company hired many cricketers and actors for promoting
the product.
BIBLIOGRAPHY
Marketing Management by Sir Kotler Philip
Marketing Research by Sir Sharma D.D.
Websites : o
Www tvs wego .com
o
www.google. Com
o
www.marketing stratergy of tvs wego.com
RESEARCH METHODOLOGY INTRODUCTION :
Research methodology is a very to systematically solve the research problem in common place refers to a search of knowledge Research in an original contribution to the existing state of knowledge making for its advancement. The role of research in several field is business on economy as a whose, has greatly increased in modern times. Meaning and Scope :
Research in command plaice refers to a search for knowledge in fact research in an art of scientific investigation the meaning of research can be stated as a careful investigation or inquiry though search for nun gales in branch of knowledge. According to Different Woody:
Research and reeling problems formulating defining and redefining problems, formulating hypothesis a suggested solution collection organizing and evaluating data marketing deductions research conclu sion at lost carefully testing the conclusion to determines whether they fit the formulating hypothesis. Research is an original contribution to the existing stock of knowledge marketing for its advancement in hurt the research for knowledge through objective and systematic method of grinding solution to a problem in research. Research Design:
A research design in purely and simply the framework or a plum for a study that guides the collections and analysis of the data. A good research design has the characteristic viz problem definition, specific method of data collection and analysis time required for research pro ject and estimator of expenses to incurred it may be worthwhile to mention here that a research design is nothing more than frame-
works for study so that Secondary data is second hand in formation on the other hand on includes those data which are collected for same earlier research work and are applicable or usable in the study research has presently undertaken to collect additional information I made use of secondary data like magazines websites, newspapers etc.
3.
History
4.
Company Profile
5.
Board of Directors
6.
Objectives
7.
Research Methodology
8.
Marketing strategy of TVS WEGO
9.
Limitations
10. 11.
Suggestions Conclusions
12.
Biblography
13.
Enclosure
INDEX
ADVERTISING OF TVS WEGO
