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Contents
SL.NO. TOPIC PAGE NO.
1 PART – 1
EXECUTIVE SUMMORY 3
INDUSRTY PROFILE 3
COMPANY PROFILE 5
NEED OF STUADIES 6
OBJECTIVES OF STUDY 7
SCOPE OF THE STUDY 8
METHODOLOGY 9
FINDINGS ,CONCLUSTION & RECUMENDATION 10
2 PART – 2
INTRUDUCTION TO THE STUDY 12
INDUSTRI PROFILE 14
3 PART – 3 34
COMPANY PROFILE
4 PART – 4
OBJECTIVES OF STUDIES 39
SCOPE OF STUDY 40
METHODOLAGY 41
5 PART – 5
ANALYSIS AND INTERPRITATION 43
6 PART – 6
FIDINGS,SUGGESTIONS AND CONCLUSION 61
ANNEXURE 65
BIBLOGRAPHY. 71
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PART – 1
• EXECUTIVE SUMMORY
• INDUSRTY PROFILE
• COMPANY PROFILE
• NEED OF STUADIES
• OBJECTIVES OF STUDY
• SCOPE OF THE STUDY
• METHODOLOGY
• FINDINGS ,CONCLUSTION & RECUMENDATION
• LIMITATION OF STUDY
EXECUTIVE SUMMARY
It gives me an immense pleasure to present you this entire project. The topic is “A
STUDY ON EFFECTIVENESS OF ADVERTISEMENT STRATEGIES
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EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY
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IMPLEMENTED BY GULAPPANNAVAR TVS MOTOR COMPANY TO
INCREASE SALES”
The study is undergone at Gulappanavar TVS. The project report focuses
advertisement activity done to increase sales and the types of advertisement done by
Gulappanavar TVS motors.
Industry Profile:
Founder T. V. Sundram Iyengar
Year of Establishment 1911
Industry Automotive - Two Wheelers
Business Group The TVS Group
Motorcycles, Mopeds, Ungearedscooters, Automotive
Product
components
Registered & Head Office TVS Motor Company
Jayalakshmi Estates V Floor
8, Haddows Road Chennai - 600006
Ph: 044-28272233 Fax: 044-28257121
Works Post Box No. 4
Harita,Hosur 635 109
Ph: 04344-276780 Fax: 04344-276878
Byathahalli Village, Kadakola Post
Mysore 571 311
Ph: 0821-2596561 Fax: 0821-2596550 / 2596553
Website www.tvsmotor.in
Employees 4000
The major products
Motorcycles
• TVS Ind Suzuki AX 100
• TVS MAX 100
• TVS Supra
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• TVS Fiero
• TVS Star City
• TVS Star Sport
• TVS Fiero F2
COMPANY PROFILE
TV Sundram Iyengar and Sons Limited (TVSs) is the holding company for
the TVS Group of companies engaged in the manufacturing of almost all kinds of
automotive components, two wheelers and a few other industrial products.
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TVS Group was established in 1911 by Shri. T.V. Sundaram lyenger. As one if India’s
largest industrial entities it epitomizes Trust, Value and Service.
TVS Motor Company Limited, the third largest two-wheeler manufacture. In India and
among the top ten in the world, with annual turnover of more than $ 1 billion in
2006-2007, and is the flagship company of the $ 4 billion TVS Group.
Need for study
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The need of the study is conducted is only for organization level. It is for to understand
the advertisement how it effect on,
1. To getting market stage.
2. To producing products
3. To creation of demand and supply.
4. How it make financially strong?
Objective of the study:
 To know the impact of advertisement on its customer
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 To advice appropriate advertising methods and means to
Gulappanavar Motors Company
 To know which advertisement of TVS bikes is more effective on TV
 To determine effectiveness of advertisement media used by
Gulappanavar TVS Motors Company
 To know to what extent advertisement helps in increasing sales
Scope of the study:
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 To know the impact of advertisement on its customer
 To know which source of advertisement that suits the organization
 To know to at what extent advertisement helps in increasing sales
 To know customers perception towards advertisement strategy implemented.
 To determine effectiveness of advertisement media used by
Gulappanavar TVS Motors Company
Methodology:
SAMPLING
Selection of Sample
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Sampling allows us to concentrate our attention upon relatively small number of people
and hence devote more energy to ensure that the informational collected from them is
accurate
POPULATION
People from Bailhongal city
SAMPLE FRAME
All the existing customer of TVS bike and potential customer
SAMPLE SIZE
100 Units
SAMPLE METHOD
Convenience and judgmental sampling.
Methodology
 Primary Source:
Questionnaire
Unstructured interview
 Secondary Source:
Company data through Internet
Organization Report
Findings
 85% respondents watch/read ads everyday and 15% respondents don’t
watch/read ads everyday
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 50% respondents prefer reading Tarun Bharat and 21% respondents prefer
reading Vijay Karnataka ,17% respondents prefer reading The Times of India
 65% respondents has not come across Bailhongal TVS ads in news paper and
35% come across ads in news paper
Recommendation
1) Newspaper is the media through which most of the customer could know about
GUIAPPANNAVAR AUTO. So company should emphasis on this mean of
advertisement so as to create awareness
2) To make ads effective company should use celebrities in ads and there should be
action and thrill in ads that attracts viewer
3) Company can think of installing hoarding n prime locations for the visibility
PART – 2
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• INTRUDUCTION TO THE STUDY
• INDUSTRI PROFILE
INTRODUCTION
We are surrounded by advertising—on television, radio, the Internet, as well as on
roadside hoardings and in printed media. Most of it is more sophisticated than we realize
—almost every professionally produced advertisement is a carefully constructed mixture
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of words, images, and symbols, chosen with the aid of experts in consumer psychology.
Understanding how advertisements work
Advertisements, whatever their medium or format, have two purposes:
• To inform us of the availability of a product or service, or to give details of an
event
• To persuade us, usually to buy something, or to support a cause
Ultimate objective of every organization is to generate sales which will bring revenues to
the company, and increase sales advertisement is one of the means. The advertiser’s
objectives different from the consumer’s.
Ultimately advertiser want consumer to buy and keep
buying their goods and services. To move consumers to action, they must gain their
attention. They must then hold their interest long enough to convince them to change
their purchasing behavior, try their product, and stick with their product.
Back Ground
TVS Motor Company has one of the most extensive network with over 500 dealers and
2500 Customer touch points.
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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 faculties 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
Industry Profile:
Founder T. V. Sundram Iyengar
Year of Establishment 1911
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Industry Automotive - Two Wheelers
Business Group The TVS Group
Motorcycles, Mopeds, Ungearedscooters, Automotive
Product
components
Registered & Head Office TVS Motor Company
Jayalakshmi Estates V Floor
8, Haddows Road Chennai - 600006
Ph: 044-28272233 Fax: 044-28257121
Works Post Box No. 4
Harita,Hosur 635 109
Ph: 04344-276780 Fax: 04344-276878
Byathahalli Village, Kadakola Post
Mysore 571 311
Ph: 0821-2596561 Fax: 0821-2596550 / 2596553
Website www.tvsmotor.in
Employees 4000
Board of Directors
Venu Srinivasan Chairman & Managing Director
T.K.Balaji Director
T. Kannan Director
N. Ganga Director
C.R.Dua Director
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H. Lakshmanan Director
T. R. Prasad Director
K.S.Bajpai Director
K.N. Radhakrishnan President
S. G. Murali Sr.Vice President
T.S.Rajagopalan Finance Secretary
Products:
Two Wheelers in India was set up as a joint venture between TVS and Dunlop, UK in
1960. The company supplies wheels as Original Equipment to all major vehicle
manufacturers in the country. Wheels India is entering into collaboration with Titan, the
world leader in off-highway vehicle wheels relating to earthmoving, construction and
agricultural equipment. Manufacturing Plants are located at Chennai, Tamil Nadu,
Rampur, UP and Ranjangaon, Maharashtra. Wheels India has a workforce of 100.
Products and Service
Wheels for commercial vehicle, cars, jeeps, tractors construction equipment / earth mover
and defense vehicle, wire wheels for export and air suspension systems for commercial
vehicle.
The major products
Motorcycles
• TVS Ind Suzuki AX 100
• TVS MAX 100
• TVS Supra
• TVS Fiero
• TVS Star City
• TVS Star Sport
• TVS Fiero F2
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• TVS Victor (110 cc)
• TVS Victor GLX (125 cc)
• TVS Flame (125 cc,ccvti technology)
• TVS Apache RTR 160
• TVS Apache RTR 160 EFI (Electronic Fuel Injection)
Scooters
• Spectra Dx (150 cc)
• Spectra Ax (150 cc)
Scooterettes
• TVS Scooty KS (60 cc)
• TVS Scooty Pep (75 cc)
• TVS Scooty Pep + (90 cc)
• TVS Teenz
• TVS Scooty Wimbledon collection
Launched Models:
1. India’s first 2 seater 50cc Moped TVS 50, launched in Aug 1980.
2. First Indian Company to introduce 100cc Indo-Japanese motorcycles in Sept
1984.
3. Launched India’s first indigenous Scooterette (sub-100 cc variomatic scooters),
TVS Scooty in June 1994.
4. Introduced India’s first catalytic converter enabled motorcycle, the 110cc Shogun
in Dec 1996.
5. Launched India’s first 5-speed motorcycle, the Shoaling in Oct 1997.
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6. Launched TVS Fiero, India’s first 150 cc, 4 stroke motorcycle, in April 2000.
7. 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.
8. Launched TVS Star in Sept 2004, a 100 a motorcycle which is ideal for rough
terrain, followed by TVS Star Sport & Star Delux
Products:
TVS Victor
4-Stroke, 125cc, performance motorcycle with VT-I technology.
TVS Apache: 4-Stroke, 150cc high performance motorcycle.
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TVS Scooty: 4-Stroke, 90cc scooterette for the new generation.
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TVS Centra: 4-Stroke, 150cc premium performance motorcycle.
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TVS Star: 4-Stroke, 100cc value for money economy motorcycle for good mileage and
rugged terrain.
• TVS Flame (125 cc,ccvti technology)
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Subsidiaries of TVS Group :
TV Sundaram lyengar and Sons Limited operates through the three following divisions:
TVS Sundaram Motors Madras Auto Service
1. TVS and Sons distribute Heavy duty Commercial Vehicles, Jeeps 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.
2. TVS & Sons has grown into a leading logistics solution provider and has set up
state-of-the-art warehouse all over the country. It has also diversified into
distributing Garage equipment that ranges from paint booths to engine analyses
and industrial products.
3. Sundaram Brake Linings Limited- First Indian company to manufacture asbestos-
free brake linings, woven clutch facings and disc pads for automotive
applications.
4. Sundaram Fasteners Limited- India’s largest manufacturer of radiator caps to GM
in USA.
5. Sundaram Finance Limited – Leading consumer finance company in India.
6. Sundaram Industries Limited - with a reputation built over five decades,
comprises several division: custom molded rubber products, tyre service and
coach building. Also specializes in refrigerated trucks and bunk beds.
7. Sundaram Clayton Limited - Sundaram Clayton Limited was established in 1962
in collaboration with Clayton Dewandre Holdings Plc. (WABCO Automotive)
pioneering the manufacture of air brake systems in India. SCL enjoys a major
share of the Indian OEM market as well as the domestic aftermarket, which it
caters to through a strong and well spread-out distribution network SCL-Brakes
division is the first company in India and fourth company outside Japan to win the
Deming award for achieving distinctive performance improvements through
TQM.
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8. Sundaram Motors – Major dealer for Indian and foreign cars in South India and
foreign cars in South India. Established in 1966, Sundaram Fasteners Limited
(SFL) is today the largest manufacturer of high tensile fasteners in India. SFL is
also the principal supplier of radiator caps to General Motors, North America.
Powder metal parts include rotors & gears, shock absorber components, value
train components, structural components and bushes. Cold extruded parts include
gear blanks transmission parts, cams, starter sleeves & pinions and CV joint parts.
The radiator caps range includes oil filter caps and fuel filter caps, both metallic
and plastic.
.
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Supply Chain Management
Forming the inner 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.
TVS 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.
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.
TVS 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.
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Quality is the way of life
At TVS Motor Company, every department works in tandem to produce quality product.
The people from the pillars of support, strengthening the overall quality standards and
moving towards total customer satisfaction.
In our quest to achieves 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 basis tents of TQM, including daily work management, Policy
management, Kaizen (continuous improvement), training and standardization are
followed across our organization.
Acknowledges by the 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 in 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.
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Social responsibility :
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 villages across the country.
Economic development
The program enables people below the poverty line 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 Service 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
The Company is actively 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.
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Rebuilding Quake Hit Villages
Suppurated by Rural Research & Development Society and Kutch Nave 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 Jan 2001.
Education and literacy
In addition to providing infrastructure facilities like new building for school, the
Company helps establish computer education programs for school children. The
Srinivasan Service Trust has successfully achieved 98% primary school enrollment in the
adopted villages.
The performance in January 2006 represents the shape of things to come in the coming
months. While the performance of new brands launched last year, in particular, StaR City
continue to beat expectations, TVS Apache, the new 150 cc motorcycle in the premium
segment promises to be a winner as it has already won several coveted awards for its
overall performance and style.
TVS Star City is amongst the few bikes that have crossed the sale of 50,000 units per
month StaR City has enabled the company to make significant inroads in the economy
segment of the motorcycle market.
TVS Scooty recorded 17,957 units in January 2006 compared to 14,724 units in the same
period last year recording a growth of 22% Scooty Pep+ won the best “Scooter of the
year award 2006” by OVERDRIVE and it continues to be a dominant player in the
unguard scooter category.
In the export front, TVS Motor Company continued its robust performance having
exported 6,374 units in January 2006. Exports recorded a growth of 147% compared to
the same period last year.
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Awards:
TVS APACHE bages 5 coveted awards by leading Auto Magazines
“Bike of the Year”
CNBC-TC18 AUTOCAR AWARDS 2006
“Bike of the Year”
OVERDRIVE Awards 2006
“Bike of the Year”
Business Standard Motoring Awards 2006
“Indigenous design of the year”
OVERDRIVE Awards 2006
“Design of The year 2006-Two wheeler”
BBC Top Gear design awards 2006
“Design of the Year- Concept Vehicles”
Top Gear design awards 2008
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Strategy:
CONSOLIDATION is the current theme at TVS Motor. In the intervening period that is,
before new models are rolled out – the company seems to be truing to refocus and offer
potential customers more choice with the launch of new variants under the existing
badges.
The new variants have been fine-tuned based on customer feedback. They will attempt to
offer more value to the customer, even as competitors have been nibbling away at the
company’s market share.
The new variants are basically spruced up versions of bikes that have either been
performing below expectations or attracting customers only in specific markets.
So, the obvious two to get the cosmetologist treatment are the TVS Victor GX and the
Star.
The 110cc Victor GX was not finding many takers from either the 100cc or the 125cc
segments. Designed to attract the entry-level bike buyer interested in a bit more of power
and style, the Victor GX (and for that matter the GLX) has not been able to stir up the
same level of interest among potential customers that the original Victor had managed to
do.
Now, TVS is replacing the Victor GX with newly developed Victor Edge, and the
principal change is the heart transplant. The old 110cc engine has been hauled out and a
slightly tweaked version of the GLX’s 125cc engine has been in its place.
The new, fine-tuned 125cc engine delivers a higher 9.2 bhp of peak power against the 8.1
bhp that the earlier 110cc engine managed.
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The extra power should give the Edge an advantage in the premium entry-level bikes
category. However, TVS has not chosen to replace the four-speed gearbox with a Five-
speed shifter, a feature that more bikes in this segment want as part of the package.
The Victor Edge’s engine performance has been aided by a roller cam follower for
reducing friction losses, and this is expected to improve fuel-efficiency. The engine also
features larger valves and a reworked air-box for better sir induction.
Overall, the changes boost peak torque to a high 10 Nm at a low 4,000 rpm.
The Edge also features changes to the chassis, including an increased wheelbase and a
new box section swing arm for greater stability and better maneuverability, handling and
ride. The Edge’s wheelbase has been increased from 1,200mm to 1,240mm, and comes
with gas filled shock absorber at the rear.
The other additions are optional alloy wheels and disc brakes, new dual tone side panel
stickers with five color theme options, enhanced grip levers for better feel, and slightly
reworked switchgear that feels more study and reliable.
The Edge is priced at Rs. 40,990 (ex-showroom, Chennai).
Along with the launch of the Victor edge, TVS has unveiled a new version of the
company’s barebones, entry-level 100cc bike.
The Star (spelt as StaR) had replaced TVS’ long standing two-stroke entry-level bike
series – the erstwhile Max 100 and Max 100R – last year.
After the launch of the Star DLX, the slightly jazzed-up version of the basic stripped
down model, the TVS Star City, launched earlier this month, will now attempt to offer
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the entry-level biker who wants to continue to stick within the bounds of this segment, a
bit more style and finish.
The Star City will target a potential, fuel-efficiency conscious 100cc bike buyer who live
in the city and will be willing to pay a marginally higher price for more features and
better looks and finish quality.
With that target audience, the bike is being offered with a new headlamp fairing and
halogen bulb combo, easy-to-read instrumentation with a new blue backlight, push-cancel
indicator switches, new spring shock absorbers with a hand-operated pre-load adjustment
lever and a new sporty silencer and heat shield combo that feature the same diagonally
chopped-off design that Yamaha first brought to the market.
Seat width on the Star City has also been increased slightly to improve ride comfort for
long distance travel. The roller cam follower technology that TVS first adopted in the
Centra has been inducted into the Star City for friction reduction and increased mileage.
The bike will also sport a new, more rigid, reinforced chassis frame and wider three-inch
tyers at the rear for improved stability and road holding.
Dual tone colors are also being offered and TVS will soon launch a new advertising
campaign for all its three new variants-Sciity Pep+, Victor Edge and the Star City.
There was a time, not long ago, when a two-wheeler meant a Bajaj Chetak or an LML
Vespa. In the past five years or so, sales of motorcycles have outstripped sales of nearly
all other two-wheelers.
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Consumer preferences have shifted in favour of motorbikes and though this is partly
related to price factors, it is also due to the fact that motorcycles are actually being seen
as better vehicles than the heavy and unwieldy geared scooters.
The sales tax rationalization that took place in the 2001 budget resulted in scooters
becoming more expensive than before. In addition the government began to enforce strict
Euro-emission norms which forced scooter manufacturers to install catalytic converters in
existing vehicles or to go in for four-stroke engines to reduce pollution, thus adding to the
costs of scooters. But, fortuitously, motorcycles were already in tandem with these new
norms.
Motorcycle, being more suited for commuting than any other vehicle, combines a variety
of factors such as comfort, ability to handle bad roads and intrinsic stability. All this
makes it extremely suitable for the Indian market.
Here comes gearless but, curiously enough, in the past one year the scooter has not only
back, but is surging ahead in sales-and this time it is sleeker, lighter and, most
importantly, without gears. Indeed, in a number of B and C cities and small towns across
India, women and teenagers are taking to gearless scooters like “ducks to water”.
It’s easy to see why. Gearless scooters are light and easy to handle, have sufficient
compartments to carry goods and go easy on fuel, much like mopeds, with their almost
legendary fuel-saving ability.
In fact, in recent times, auto industry experts say there has been a discernible shift of
buyers from mopeds to gearless scooters as the latter cost just a coupe of thousand more
and come with sturdier bodies and better looks.
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Around two year ago when sales of geared scooters started falling, a number of
companies led by Honda Motor and Scooters India, which did not have a motorbike
model in the market, launched gearless scooters in an effort to grow this segment.
The gearless scoters segment (75-125 cc) comprises four major players: Honda with the
Active and the Dio; Kinetic with the Zoom and the Nova; Bajaj with the Sunny and the
Saffire; and TVS with the Scooty.
Future Focus
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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PART – 3
• COMPANY PROFILE
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GULAPPANNAVAR TVS MOTOR
COMPANY PROFILE
TV Sundram Iyengar and Sons Limited (TVSs) is the holding company for the TVS
Group of companies engaged in the manufacturing of almost all kinds of automotive
components, two wheelers and a few other industrial products.
TVS Group was established in 1911 by Shri. T.V. Sundaram lyenger. As one if India’s
largest industrial entities it epitomizes Trust, Value and Service.
TVS Motor Company Limited, the third largest two-wheeler manufacture. In India and
among the top ten in the world, with annual turnover of more than $ 1 billion in
2006-2007, and is the flagship company of the $ 4 billion TVS Group.
The company has 4 plants - located at Hosur and Mysore in South India, in Himachal
Pradesh, North India and one at Indonesia. The company has a production capacity of
300 thousand units a year.
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 break through to be
etched in history.
TVS Motor Company is the first two-wheeler manufacture in the world to be honored
with the hallmark of Japanese Quality –The Deming Prize for Total Quality
Management.
TVS Motor Company Limited is one of the largest two-wheeler manufactures and also
among the fastest growing companies in the country. It is the largest manufacturer of sub
100cc (50cc, 60cc & 70cc category) 2-wheeler in the world.
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EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY
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It has the unique distinction of having sold nearly 4 million the highest ever in India. It
exports its range of products to 17 countries worldwide. Its unrelenting pursuit of
customer satisfaction in all aspects if manufacturing of 2-wheeler is reflected in over 6
million satisfied owners of mopeds, motorcycles and scooters. Its 4000 highly motivated
employees manufacture high quality vehicles from two manufacturing plants in Hosur
and Mysore, with a wide dealer network of around 410.
TVS Motor's strength lies in design and development of new products - the latest launch
of 7 products on the same day seen as a first in automotive history. They at TVS deliver
total customer satisfaction by anticipating customer need and presenting quality vehicles
at the right time and at the right price. The customer and his ever changing need is our
continuous source of inspiration.
Vision of the company
“We are committed to being a highly profitable, socially responsible, and leading
manufacturer of high value for money, environmentally friendly, lifetime personal
transportation products under the TVS brand, for customers predominantly in Asian
markets and to provide fulfillment and prosperity for employees, dealers and suppliers.”
TVS Group Companies
• Sundaram Brake Linings
• Sundaram Fastners
• Southern Roadways
• Sundaram Finance
• Sundharams Private Limited
COMPANY PROFILE
Name of the Company : GUIAPPANNAVAR AUTO LTD
Address of the company : GUIAPPANNAVAR AUTO LTD
Vidhy nagar Bailhongal-591102
Year of Establishment : July 1998
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EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY
GULAPPANNAVAR TVS MOTOR
Management Profile
Managing director and Chairman Mr. R.M .Patil
Sales Manager Mr. Mustaq
Service Station Manager Mr. Sanjeev H
Office staff
Sales Executives 1) Mr. Asif
2) Mr. Mahesh
Work shop Supervisor 1)Mr. Laxmikanth
2)Mr. Chandru
Cashier Mr. Lingappa
Receptionist Miss. Roopali
Store keeper Miss. Savitri
Mechanics 1) Umesh
2) Madan
3) Madhu
4) Girish
Departments
Sales department:
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37.
EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY
GULAPPANNAVAR TVS MOTOR
This department of the sales manager under whom are sales executives. The sale
executives are the people who help the customers to provide the necessary information
regarding their product. They are the key people who convince the customers to buy their
product. This department is responsible for the sales of their product.
Spares Department:
Spares department consist of a manager who looks after all the transaction carried
out in the spare department. This department holds the spares of the TVS bikes. Under
the manager they are employees who are responsible for the carrying out the sales of the
spares and maintaining the records of the transactions.
Accounts department:
This department also consists of manager under whom there are other accountants
working. This department is responsible for maintaining the financial transactions carried
out within the organization. Maintaining the financial transactions, during the duay are to
be recorded by the accounts department.
Pre-delivery inspection:
This department consists of a PDI in charge under whom there are technician
working. The department is the responsible for checking the bike and making it ready
before the delivery is made.
Work station:
This department is responsible for the maintenance and servicing of the bikes. In
this department there is a service manager, under whom are supervisors or service
advisors. Under the supervisor are the technicians who service the bikes that have come
for servicing.
There are the departments within the organization who have to report to the ex-
director of the organization.
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EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY
GULAPPANNAVAR TVS MOTOR
PART – 4
• RESARCH METHODOLAGY
Objective of the study:
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39.
EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY
GULAPPANNAVAR TVS MOTOR
 To know the impact of advertisement on its customer
 To advice appropriate advertising methods and means to
Gulappanavar Motors Company
 To know which advertisement of TVS bikes is more effective on TV
 To determine effectiveness of advertisement media used by
Gulappanavar TVS Motors Company
 To know to what extent advertisement helps in increasing sales
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EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY
GULAPPANNAVAR TVS MOTOR
Scope of the study:
 To know the impact of advertisement on its customer
 To know which source of advertisement that suits the organization
 To know to at what extent advertisement helps in increasing sales
 To know customers perception towards advertisement strategy implemented.
 To determine effectiveness of advertisement media used by
Gulappanavar TVS Motors Company
Methodology
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41.
EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY
GULAPPANNAVAR TVS MOTOR
SAMPLING
Selection of Sample
Sampling allows us to concentrate our attention upon relatively small number of people
and hence devote more energy to ensure that the informational collected from them is
accurate
POPULATION
People from Bailhongal city
SAMPLE FRAME
All the existing customer of TVS bike and potential customer
SAMPLE SIZE
100 Units
SAMPLE METHOD
Convenience and judgmental sampling.
DATA COLLECION APPROACH:
 Primary Source:
Questionnaire
Unstructured interview
 Secondary Source:
Company data through Internet
Organization Report
PART – 5
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42.
EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY
GULAPPANNAVAR TVS MOTOR
• Analysis and Interpretation:
Analysis and Interpretation:
01] I bought /would like to buy TVS bike because of
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43.
EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY
GULAPPANNAVAR TVS MOTOR
I bought/would like to buy TVS bike because of
Cumulative
Frequency Percent Valid Percent Percent
Valid Advertisement 19 19.0 19.0 19.0
Low price 39 39.0 39.0 58.0
Bramd name 12 12.0 12.0 70.0
Fuel Maintenance 30 30.0 30.0 100.0
Total 100 100.0 100.0
I bought/would like to buy TVS bike because of
50
40
39
30
30
20
19
Frequency
10 12
0
Advertisement Bramd name
Low price Fuel Maintenance
I bought/would like to buy TVS bike because of
 19 respondents say they bought/like to buy TVS bike because of Ads
 39 respondents say they bought/like to buy TVS bike because of Low price
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44.
EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY
GULAPPANNAVAR TVS MOTOR
 12 respondents say they bought/like to buy TVS bike because of Brand name
 30 respondents say they bought/like to buy TVS bike because of Fuel
Maintenance
02] Are you aware of any other Dealers of TVS bike in Bailhongal?
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45.
EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY
GULAPPANNAVAR TVS MOTOR
Are you aware of any other Dealers of TVS bike in Bailhongal?
Cumulative
Frequency Percent Valid Percent Percent
Valid yes 72 72.0 72.0 72.0
no 28 28.0 28.0 100.0
Total 100 100.0 100.0
Are you aware of any other Dealers of TVS bike in Bailhongal?
80
72
60
40
Frequency
28
20
0
yes no
Are you aware of any other Dealers of TVS bike in Bailhongal?
 The graph reveals that 72 respondents are aware of others dealers and distributors of
TVS bikes in Bailhongal and 28 are not aware. This means that awareness level of TVS
bikes in Baihongal is high but there is scope for further improvement.
03] Through which source of advertisement did you know about above dealers?
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46.
EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY
GULAPPANNAVAR TVS MOTOR
Through which source of advertisement did you know about above dealers?
Cumulative
Frequency Percent Valid Percent Percent
Valid Road shows 20 20.0 20.0 20.0
News paper 40 40.0 40.0 60.0
Fairs 9 9.0 9.0 69.0
TV ads 10 10.0 10.0 79.0
Sales person 14 14.0 14.0 93.0
Hoardings 7 7.0 7.0 100.0
Total 100 100.0 100.0
30
28
20
20
15
14
10
9
Frequency
7 7
0
Road shows Fairs Leaflets Hoardings
Newspaper TV Ads Sales Persons
 20 respondents say they know the dealers through the Road shows
 40 respondents say they know the dealers through the News paper
 9 respondents say they know the dealers through the Fairs
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47.
EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY
GULAPPANNAVAR TVS MOTOR
 10 respondents say they know the dealers through the TV ads
 14 respondents say they know the dealers through the Sales person
 7 respondents say they know the dealers through the Hoardings
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48.
EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY
GULAPPANNAVAR TVS MOTOR
04] Do you watch /read advertisement?
Do you watch /read advertisement?
Cumulative
Frequency Percent Valid Percent Percent
Valid yes 85 85.0 85.0 85.0
no 15 15.0 15.0 100.0
Total 100 100.0 100.0
Do you watch /read advertisement?
100
80 85
60
40
Frequency
20
15
0
yes no
Do you watch /read advertisement?
 The graph shows that 85 respondents likes to read /watch the
advertisement, and
 15 not likes to read /watch the advertisement.
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49.
EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY
GULAPPANNAVAR TVS MOTOR
05] Which news paper you prefer reading?
Which news paper you prefer reading?
Cumulative
Frequency Percent Valid Percent Percent
Valid Tarun Bharat 50 50.0 50.0 50.0
Vijay Karnataka 21 21.0 21.0 71.0
Deccan Herald 7 7.0 7.0 78.0
Prajawani 5 5.0 5.0 83.0
The Times of India 17 17.0 17.0 100.0
Total 100 100.0 100.0
Which news paper you prefer reading?
60
50
50
40
30
20
Frequency
21
17
10
7
0 5
Tarun Bharat Deccan Herald The Times of India
Vijay Karnataka Prajawani
Which news paper you prefer reading?
 50 respondents say they Prefer to read Tarun Bharat
 21 respondents say they Prefer to read Vijay Karnataka
 7 respondents say they Prefer to read Deccan Herald
 5 respondents say they Prefer to read Prajawani
 17 respondents say they Prefer to read The Times of India
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EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY
GULAPPANNAVAR TVS MOTOR
06] Have you come across any ads of GUIAPPANNAVAR AUTO LTD in news
paper which you read?
Have you come across any ads of Gulappanavar Auto LTD in news paper
which you read?
Cumulative
Frequency Percent Valid Percent Percent
Valid yes 35 35.0 35.0 35.0
no 65 65.0 65.0 100.0
Total 100 100.0 100.0
Have you come across any ads of gulappanavar auto in news paper which you?
70
65
60
50
40
35
30
Frequency
20
10
0
yes no
 The graph shows that 65 respondents have not seen any ads
GUIAPPANNAVAR AUTO LTD of TVS motors in news paper , and
 30 respondents have seen the ads
07] Which ad of TVS does you like in TV?
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51.
EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY
GULAPPANNAVAR TVS MOTOR
Which ad of TVS does you like in TV?
Cumulative
Frequency Percent Valid Percent Percent
Valid Victor GL 6 6.0 6.0 6.0
Scooty pep 40 40.0 40.0 46.0
Star city 5 5.0 5.0 51.0
Flame 25 25.0 25.0 76.0
Apache 20 20.0 20.0 96.0
TVS star 4 4.0 4.0 100.0
Total 100 100.0 100.0
Which ad of TVS does you like in TV?
50
40
40
30
25
20
20
Frequency
10
6 5
0 4
Victor GL Scooty pep Star city Flame Apache TVS star
Which ad of TVS does you like in TV?
 6 respondents say they like advertisements of Victor GL bike
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52.
EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY
GULAPPANNAVAR TVS MOTOR
 40 respondents say they like advertisements of Scooty pep
 5 respondents say they like advertisements of Star city bike
 25 respondents say they like advertisements of Flame bike
 20 respondents say they like advertisements of Apache bike
 4 respondents say they like advertisements of TVS star bike .
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53.
EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY
GULAPPANNAVAR TVS MOTOR
08] I like ad of above, because of
I like ad of above, because of
Cumulative
Frequency Percent Valid Percent Percent
Valid Celebrities 50 50.0 50.0 50.0
Humor 33 33.0 33.0 83.0
Action 12 12.0 12.0 95.0
Thriller 5 5.0 5.0 100.0
Total 100 100.0 100.0
I like ad of above, because of
60
50
50
40
30 33
20
Frequency
10 12
5
0
Celebrities Humor Action Thriller
I like ad of above, because of
 50 respondents say they like advertisements because of celebrities.
 33 respondents say they like advertisements because of Humor.
 12 respondents say they like advertisements because of Action.
 5 respondents say they like advertisements because of Thriller.
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54.
EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY
GULAPPANNAVAR TVS MOTOR
09] After watching the ads what were your reactions
After watching the ads what were your reactions
Cumulative
Frequency Percent Valid Percent Percent
Valid Called the dealer 19 19.0 19.0 19.0
Visit the dealer 21 21.0 21.0 40.0
Gathered more
information from 20 20.0 20.0 60.0
friends/ others
Browse the internet 3 3.0 3.0 63.0
No action 37 37.0 37.0 100.0
Total 100 100.0 100.0
After watching the ads what were your reactions
40
37
30
20 21
20
19
Frequency
10
0 3
Called the dealer Gathered more inform No action
Visit the dealer Browse the internet
After watching the ads what were your reactions
After watching the add
 14 respondents preferred to call the dealer.
 21 respondents preferred to visit the dealer.
 20 respondents preferred to gathered more information from friends/others.
 3 respondents preferred to browse the internet
 37 respondents did not take any Action.
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55.
EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY
GULAPPANNAVAR TVS MOTOR
10] Have you seen any Hoardings of GUIAPPANNAVAR AUTO LTD in
Bailhongal?
Have you seen any Hoardings of Gulappanavar auto baihongal?
Cumulative
Frequency Percent Valid Percent Percent
Valid yes 30 30.0 30.0 30.0
no 70 70.0 70.0 100.0
Total 100 100.0 100.0
Have you seen any Hoardings of Gulappanavar auto in bailhongal?
80
70
60
40
30
Frequency
20
0
yes no
Have you seen any Hoardings of Gulappanavar auto bailhongal?
 The graph shows that 70 respondents have not seen any Hoarding of,
GUIAPPANNAVAR AUTO LTD and
 30 respondents have seen the Hoarding.
11] I would buy at above dealers point because
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56.
EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY
GULAPPANNAVAR TVS MOTOR
I would buy at above dealers point because
Cumulative
Frequency Percent Valid Percent Percent
Valid The sales people are
39 39.0 39.0 39.0
good
Quality of service and
14 14.0 14.0 53.0
responsive is very good
Easy finance
10 10.0 10.0 63.0
assistance is available
After sales, service is
37 37.0 37.0 100.0
good
Total 100 100.0 100.0
I would buy at above dealers point because
50
40
39
37
30
20
Frequency
14
10
10
0
The sales people are Easy finance assista
Quality of service a After sales, service
I would buy at above dealers point because
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57.
EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY
GULAPPANNAVAR TVS MOTOR
 39 respondents say they would buy at mentioned dealer because sales person are
good
 14 respondents say they would buy at mentioned dealer because quality of
service is very good
 10 respondents say they would buy at mentioned dealer because easy finance is
available
 37 respondents say they would buy at mentioned dealer because after sales
service is good .
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58.
EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY
GULAPPANNAVAR TVS MOTOR
12] Which sources of advertisement according to you would be more effective in
Bailhongal city for sale of bikes?
Which sources of advertisement according to you would be more effective in
Bailhongal city for sale of bikes?
Cumulative
Frequency Percent Valid Percent Percent
Valid Road shows 14 14.0 14.0 14.0
Newspaper 28 28.0 28.0 42.0
Fairs 9 9.0 9.0 51.0
TV Ads 7 7.0 7.0 58.0
Leaflets 15 15.0 15.0 73.0
Sales Persons 7 7.0 7.0 80.0
Hoardings 20 20.0 20.0 100.0
Total 100 100.0 100.0
Which sources of advertisement according to you would be more
30
28
20
20
15
14
10
Frequency
9
7 7
0
Road shows Fairs Leaflets Hoardings
Newspaper TV Ads Sales Persons
Which sources of advertisement according to you would be more effective
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59.
EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY
GULAPPANNAVAR TVS MOTOR
The graph shows that:
 14 respondents feel that the road shows would be more effective in Bailhongal
for the sale of bikes.
 28 respondents say newspaper would be more effective.
 9 respondents say fairs would be more effective.
 7 respondents say TV ads would be more effective.
 15 of the respondents say leaflets would be more effective.
 7 of the respondents say sales persons would be more effective.
 20 of the respondents say Hoardings would be more effective
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EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY
GULAPPANNAVAR TVS MOTOR
PART – 6
• FIDINGS,SUGGESTIONS AND CONCLUSION
• BIBLOGRAPHY.
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61.
EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY
GULAPPANNAVAR TVS MOTOR
FINDINGS
 The criteria on the basis of which respondents bought TVS bike is low
price as said by 39% of respondent , followed by fuel efficiency is 30%
 72% respondents said they are aware of other dealers/distributors of TVS
bikes in Bailhongal , 28% respondents are not aware
 Sources through which respondents came to know about GulappanavarTVS
MOTORS
o Road shows 20%
o Newspaper 40%
o Fairs 9%
o TV ads 10%
o Sales person 14%
o Hoardings 7%
 85% respondents watch/read ads everyday and 15% respondents don’t
watch/read ads everyday
 50% respondents prefer reading Tarun Bharat and 21% respondents prefer
reading Vijay Karnataka ,17% respondents prefer reading The Times of India
 65% respondents has not come across Bailhongal TVS ads in news paper and
35% come across ads in news paper
 40% respondents like Scotty pep ad in TV and 25% respondents like flame
followed by 20% respondents like Apache
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EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY
GULAPPANNAVAR TVS MOTOR
 50% respondents like the above ad in TV because of celebrities ,33%
respondents like because of humor
 After watching the ad 19% of the respondents preferred to called the dealer, 20
% of the respondents preferred to gathered more information from
friends/others,37% respondents has not taken any action
70% respondents have not seen the hoardings of, GUIAPPANNAVAR AUTO
Vidhya Nagar in Bailhongal only 30% respondents have seen the hoardings
 14% of the respondents feel that the road shows would be more effective in
Bailhongal for the sale of bikes, 28% of the respondents say newspaper would
be more effective, 7% of the respondents say TV ads would be more
effective,20% of the respondents feels hoardings are more effective
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EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY
GULAPPANNAVAR TVS MOTOR
CONCLUSION
GUIAPPANNAVAR AUTO is an only TVS bike showroom in Vidhya Nagar in
Bailhongal
TVS two wheeler is a well known two wheeler manufacturing company in India.
TVS Victor and Apache are the most technically sophisticated bikes. TVS pep, TVS pep
Wimbledon is the most demanding bike. TVS Flame is the new launched bike
Gulappannavar auto established on July 1998.It has record of selling
more than 1200 bikes in short period of time .It offers better service to satisfy every
customer
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EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY
GULAPPANNAVAR TVS MOTOR
Recommendation
1) Newspaper is the media through which most of the customer could know about
GUIAPPANNAVAR AUTO. So company should emphasis on this mean of
advertisement so as to create awareness
2) To make ads effective company should use celebrities in ads and there should be
action and thrill in ads that attracts viewer
3) Company can think of installing hoarding n prime locations for the visibility
4) The company should spend more on advertisement that is news paper, hoardings, road
shows, local TV spot networks. The company should try to attract the attention of the
customer towards the advertisement
5) Gulappanavar TVS motors should involve as many as financial partners for easy
finance assistance to the customer
6) Gulappanavar TVS motors can still improve the quality of service offered to the
customer
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EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY
GULAPPANNAVAR TVS MOTOR
Annexure:
QUESTIONNAIRE
Dear Sir / Madam,
“A STUDY ON EFFECTIVENESS OF ADVERTISEMENT STRATEGIES
IMPLIMENTED BY GUIAPPANNAVAR AUTO LTD COMPANY TO
INCREASE SALES”.
1] Which TVS bike do you own?
________________________________________________________________
2] I bought/would like to buy TVS bike because of
a) Advertisement
b) Low price
c) Brand Name
d) Fuel Maintenance
3] Are you aware of any other Dealers of TVS bike in Bailhongal?
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EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY
GULAPPANNAVAR TVS MOTOR
Yes No
If Yes, which
_________________________________________________
4] Through which source of advertisement did you know about above dealers?
a) Road shows
b) News paper
c) Fairs
d) TV ads
e) Sales person
f) Hoardings
5] Do you watch /read advertisement?
Yes No
6] Which news paper you prefer reading?
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EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY
GULAPPANNAVAR TVS MOTOR
a) Tarun Bharat
b) Vijay Karnataka
c) Deccan Herald
d) Prajawani
e) The Times of India
7] Have you come across any ads of Gulappanavar TVS MOTORS in news paper
which you read?
Yes No
8] If yes which TVS bike did you see in the advertisement?
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68.
EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY
GULAPPANNAVAR TVS MOTOR
9] Which ad of TVS does you like in TV?
a) Victor GL
b) Scooty pep
c) Star city
d) Flame
e) Apache
10] I like ad of above, because of
a) Celebrities
b) Humor
c) Action
d) Thriller
11] After watching the ads what were your reactions
a) Called the dealer
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EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY
GULAPPANNAVAR TVS MOTOR
b) Visit the dealer
c) Gathered more information from friends/ others
d) Browse the internet
e) No action
12] Have you seen any Hoardings of Gulappanavar TVS MOTORS in Bailhongal?
Yes No
13] In future if you would like to buy TVS bike where would you buy it in
Bailhongal
____________________________________________________________
14] I would buy at above dealers point because
a) The sales people are good
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GULAPPANNAVAR TVS MOTOR
b) Quality of service and responsive is very good
c) Easy finance assistance is available
d) After sales, service is good
15] Which sources of advertisement according to you would be more effective in Bailhongal
city for sale of bikes?
a. Road shows
b. Newspaper
c. Fairs
d. TV Ads
e. Leaflets
f. Sales Persons
g. Hoardings
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71.
EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY
GULAPPANNAVAR TVS MOTOR
BIBLIOGRAPHY
BOOKS
Marketing Management by Philip Kotler
Marketing Research By Naresh Malhotra
WEB SITES
www.google.com
www.tvsmotors.com
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