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10/19/2013
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Babasabpatilfreepptmba.com

10/19/2013
INTRODUCTION
3

 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.
 TV Sundaram Iyengar and Sons Limited which is the holding company for

the TVS Group of companies.
Babasabpatilfreepptmba.com

10/19/2013
INTRODUCTION
4

 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.
Babasabpatilfreepptmba.com

10/19/2013
INTRODUCTION
5

 It collaborated with Suzuki Motor Corporation of Japan, for the

manufacture of 100 cc motorcycles under the brand name of IndSuzuki Motorcycles. 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.
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10/19/2013
TVS Motor Company - Mission
6

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.

Babasabpatilfreepptmba.com

10/19/2013
TVS Motor Company - Vision
7

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.

Babasabpatilfreepptmba.com

10/19/2013
OBJECTIVES
8

 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.
Babasabpatilfreepptmba.com

10/19/2013
OBJECTIVES
9

 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.
Babasabpatilfreepptmba.com

10/19/2013
OBJECTIVES
10

 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.

Babasabpatilfreepptmba.com

10/19/2013
CORE & AUXILLARY NEEDS
11

CORE NEED

AUXILLARY NEEDS

BRANDS

Transportation

Fashion, lifestyle, costly, sporty
look

TVS Apache, TVS
Apache RTR

Transportation

Fuel efficient, economy, mileage,
fashion

TVS Centra

Transportation

New graphics, stylish, eye
catching colors

TVS Victor, TVS Fiero
Fx

Transportation

User friendly, specially for ladies,
economy, fashion, lifestyle

TVS Scooty pep+,
TVS Scooty Streak

Babasabpatilfreepptmba.com

10/19/2013
Approaches adopted by TVS
12

Orientation

Extent(F,P,N)

Justify

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.

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10/19/2013
TVS Company SWOT Analysis
13

Strengths
 Ability to understand customer’s needs and wants
 Recognized and established brand name

 Effective advertising capability

Babasabpatilfreepptmba.com

10/19/2013
TVS Company SWOT Analysis
14

Weakness
 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.

Babasabpatilfreepptmba.com

10/19/2013
TVS Company SWOT Analysis
15

Opportunities
 Global expansion
 Expansion of target market (include women)

 Become India’s leader in the scooter market

Babasabpatilfreepptmba.com

10/19/2013
TVS Company SWOT Analysis
16

Threats
 Suzuki Motorcycles can take away market share and cause joint
venture to go sour
 Bajaj Motors and Hero Honda is a strong competitor

Babasabpatilfreepptmba.com

10/19/2013
TVS Brands
17

 TVS Apache

 TVS Star city

 TVS Apache RTR 180

 TVS Victor Edge

 TVS Centra

 TVS Victor GLX 125

 TVS Fiero FX

 TVS XL Super

 TVS Flame

 TVS Scooty PEP+

 TVS Scooty Streak

 TVS Star

Babasabpatilfreepptmba.com

10/19/2013
Features of TVS Brands
18

TVS Apache
 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

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Features of TVS Brands
19

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Features of TVS Brands
22

TVS Apache 180 RTR
 Rear disc brakes and fuel injection technology.
 180 cc Engine
 LED Tail Lamps
 Petal Disc Brakes

 Service Indicators
 Wider Rear Tyres (110/80-17)
Babasabpatilfreepptmba.com

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Features of TVS Brands
TVS Centra

23

 Innovative VTI engine that claims mileage 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 style, mileage
and riding comfort
10/19/2013
Babasabpatilfreepptmba.com
Punch lines
24

TVS BRANDS

PUNCHLINES

TVS Flame

“Set a million hearts aflame”

TVS Victor New GLX125

“As Big As Your Dreams”

TVS Centra

“Fill it once a month Bike”

Babasabpatilfreepptmba.com

10/19/2013
Brand Ambassadors
25

 TVS signs Sachin as

brand ambassador
 Brand Ambassador for

TVS VICTOR

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Brand Ambassadors
26

 Indian Tennis Star Sania

Mirza
 Brand Ambassador For TVS

Scooty Streak

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10/19/2013
Brand Ambassadors
27

 Indian Cricket Team Captain

M S Dhoni
 Brand Ambassador for
 TVS APACHE
 TVS STAR CITY

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Brand Ambassadors
28

 Telug Film Star Trisha

Krishnan
 Brand Ambassadors for TVS
Scooty Pep+

Babasabpatilfreepptmba.com

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Brand Ambassadors
29

 Surya Shiv kumar Telgu

Film star
 Brand Ambassador for TVS
STAR
 Sunil Shetty Bollywood
Hero
 Brand Ambassador for TVS
Flame
Babasabpatilfreepptmba.com

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Competitor Analysis
30

Babasabpatilfreepptmba.com

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Industry Competitor
31

Industry

Industry Competitors
Bajaj Automobile Ltd

TVS Motors

Hero Honda Motors Limited
Honda Motors
Yamaha Corporation Ltd

Babasabpatilfreepptmba.com

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Brand Competitors
32

TVS Brands Bajaj Brands

Hero Honda
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
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Brand Competitors
33

TVS Brands

Bajaj Brands

Hero Honda
Brands

Honda
Brands

Bajaj Discover

Hero Honda
Glamour

Honda shine

Bajaj Wave

Hero Honda
Pleasure

Honda Deo

TVS Flame
(125cc)

TVS Victor
( 125cc)
TVS
Scooty pep+
(97.8cc)

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Competitors Objective
34

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Objectives of Hero Honda
35

 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 of the
customer.
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Objectives of Bajaj
36

 Providing Customer value for money.
 Keep an special eye upon Quality, Safety, productivity, cost &

delivery.
 Quality improvement & customer satisfaction.
 High performance products across all categories.
 Great financial support network (For financing the automobile)

Babasabpatilfreepptmba.com

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Competitors Strength &
Weakness
37

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Bajaj Automobile Ltd
Strengths

38

 Highly experienced management.
 Product design and development capabilities.
 Widespread distribution network.
 High performance products across all categories.
 High export to domestic sales ratio.

Babasabpatilfreepptmba.com

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Bajaj Automobile Ltd
39

Weakness
 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

Babasabpatilfreepptmba.com

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Hero Honda Motors Limited
40

STRENGTHS:
 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.
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Hero Honda Motors Limited
41

WEAKNESS:
 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.

Babasabpatilfreepptmba.com

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Whom to ATTACK & AVOID??
42

Competitors Strong Weak

Bajaj

√

Close

Distant

Good

Bad

Attack

Avoid

-

√

-

√

-

√

-

Hero Honda

√

-

√

-

√

-

√

-

Honda

-

-

-

√

-

-

-

√

Yamaha

-

-

-

√

-

-

-

√

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FOUR P’S
43

Product

Price

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.
Babasabpatilfreepptmba.com

Place
Company

Promotion
The company has
started giving
discounts and
other offers to the
customers on the
purchase of new
bike like festival
offers through
medias.
10/19/2013
FACTORS INFLUENCING BUYING BEHAVIOR
44

Factors

High/Low/medium

Cultural factors

high

Social factors

medium

Personal factors

high

Psychological factors

medium

Babasabpatilfreepptmba.com

10/19/2013
Buying decision process
45

Need
The buying process begins with recognition on the part of the
buyer. Need of buyers is transportation.

Information search
 Personal Sources (family, friends etc.)
 Commercial Sources (Magazines, Promotional Materials).
 Public Sources (Newspapers, TV Commercials, Internet)
Babasabpatilfreepptmba.com

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Buying decision process
46

Evaluate the alternatives
 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.
Babasabpatilfreepptmba.com

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Buying decision process
47

 Purchase decision

After the brand choice, the customer forms the intention to buy
the Bike depending on his Income level, payment method
decision.


Post purchase
After purchasing the bike the customer will experience some
level of satisfaction or dissatisfaction.
Babasabpatilfreepptmba.com

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48

Babasabpatilfreepptmba.com

10/19/2013
Thank you
49

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10/19/2013

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How to theory apply in to practical of marketing management to t v s auto company

  • 3. INTRODUCTION 3  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.  TV Sundaram Iyengar and Sons Limited which is the holding company for the TVS Group of companies. Babasabpatilfreepptmba.com 10/19/2013
  • 4. INTRODUCTION 4  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. Babasabpatilfreepptmba.com 10/19/2013
  • 5. INTRODUCTION 5  It collaborated with Suzuki Motor Corporation of Japan, for the manufacture of 100 cc motorcycles under the brand name of IndSuzuki Motorcycles. 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. Babasabpatilfreepptmba.com 10/19/2013
  • 6. TVS Motor Company - Mission 6 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. Babasabpatilfreepptmba.com 10/19/2013
  • 7. TVS Motor Company - Vision 7 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. Babasabpatilfreepptmba.com 10/19/2013
  • 8. OBJECTIVES 8  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. Babasabpatilfreepptmba.com 10/19/2013
  • 9. OBJECTIVES 9  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. Babasabpatilfreepptmba.com 10/19/2013
  • 10. OBJECTIVES 10  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. Babasabpatilfreepptmba.com 10/19/2013
  • 11. CORE & AUXILLARY NEEDS 11 CORE NEED AUXILLARY NEEDS BRANDS Transportation Fashion, lifestyle, costly, sporty look TVS Apache, TVS Apache RTR Transportation Fuel efficient, economy, mileage, fashion TVS Centra Transportation New graphics, stylish, eye catching colors TVS Victor, TVS Fiero Fx Transportation User friendly, specially for ladies, economy, fashion, lifestyle TVS Scooty pep+, TVS Scooty Streak Babasabpatilfreepptmba.com 10/19/2013
  • 12. Approaches adopted by TVS 12 Orientation Extent(F,P,N) Justify 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. Babasabpatilfreepptmba.com 10/19/2013
  • 13. TVS Company SWOT Analysis 13 Strengths  Ability to understand customer’s needs and wants  Recognized and established brand name  Effective advertising capability Babasabpatilfreepptmba.com 10/19/2013
  • 14. TVS Company SWOT Analysis 14 Weakness  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. Babasabpatilfreepptmba.com 10/19/2013
  • 15. TVS Company SWOT Analysis 15 Opportunities  Global expansion  Expansion of target market (include women)  Become India’s leader in the scooter market Babasabpatilfreepptmba.com 10/19/2013
  • 16. TVS Company SWOT Analysis 16 Threats  Suzuki Motorcycles can take away market share and cause joint venture to go sour  Bajaj Motors and Hero Honda is a strong competitor Babasabpatilfreepptmba.com 10/19/2013
  • 17. TVS Brands 17  TVS Apache  TVS Star city  TVS Apache RTR 180  TVS Victor Edge  TVS Centra  TVS Victor GLX 125  TVS Fiero FX  TVS XL Super  TVS Flame  TVS Scooty PEP+  TVS Scooty Streak  TVS Star Babasabpatilfreepptmba.com 10/19/2013
  • 18. Features of TVS Brands 18 TVS Apache  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 Babasabpatilfreepptmba.com 10/19/2013
  • 19. Features of TVS Brands 19 Babasabpatilfreepptmba.com 10/19/2013
  • 22. Features of TVS Brands 22 TVS Apache 180 RTR  Rear disc brakes and fuel injection technology.  180 cc Engine  LED Tail Lamps  Petal Disc Brakes  Service Indicators  Wider Rear Tyres (110/80-17) Babasabpatilfreepptmba.com 10/19/2013
  • 23. Features of TVS Brands TVS Centra 23  Innovative VTI engine that claims mileage 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 style, mileage and riding comfort 10/19/2013 Babasabpatilfreepptmba.com
  • 24. Punch lines 24 TVS BRANDS PUNCHLINES TVS Flame “Set a million hearts aflame” TVS Victor New GLX125 “As Big As Your Dreams” TVS Centra “Fill it once a month Bike” Babasabpatilfreepptmba.com 10/19/2013
  • 25. Brand Ambassadors 25  TVS signs Sachin as brand ambassador  Brand Ambassador for TVS VICTOR Babasabpatilfreepptmba.com 10/19/2013
  • 26. Brand Ambassadors 26  Indian Tennis Star Sania Mirza  Brand Ambassador For TVS Scooty Streak Babasabpatilfreepptmba.com 10/19/2013
  • 27. Brand Ambassadors 27  Indian Cricket Team Captain M S Dhoni  Brand Ambassador for  TVS APACHE  TVS STAR CITY Babasabpatilfreepptmba.com 10/19/2013
  • 28. Brand Ambassadors 28  Telug Film Star Trisha Krishnan  Brand Ambassadors for TVS Scooty Pep+ Babasabpatilfreepptmba.com 10/19/2013
  • 29. Brand Ambassadors 29  Surya Shiv kumar Telgu Film star  Brand Ambassador for TVS STAR  Sunil Shetty Bollywood Hero  Brand Ambassador for TVS Flame Babasabpatilfreepptmba.com 10/19/2013
  • 31. Industry Competitor 31 Industry Industry Competitors Bajaj Automobile Ltd TVS Motors Hero Honda Motors Limited Honda Motors Yamaha Corporation Ltd Babasabpatilfreepptmba.com 10/19/2013
  • 32. Brand Competitors 32 TVS Brands Bajaj Brands Hero Honda 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 Babasabpatilfreepptmba.com 10/19/2013
  • 33. Brand Competitors 33 TVS Brands Bajaj Brands Hero Honda Brands Honda Brands Bajaj Discover Hero Honda Glamour Honda shine Bajaj Wave Hero Honda Pleasure Honda Deo TVS Flame (125cc) TVS Victor ( 125cc) TVS Scooty pep+ (97.8cc) Babasabpatilfreepptmba.com 10/19/2013
  • 35. Objectives of Hero Honda 35  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 of the customer. Babasabpatilfreepptmba.com 10/19/2013
  • 36. Objectives of Bajaj 36  Providing Customer value for money.  Keep an special eye upon Quality, Safety, productivity, cost & delivery.  Quality improvement & customer satisfaction.  High performance products across all categories.  Great financial support network (For financing the automobile) Babasabpatilfreepptmba.com 10/19/2013
  • 38. Bajaj Automobile Ltd Strengths 38  Highly experienced management.  Product design and development capabilities.  Widespread distribution network.  High performance products across all categories.  High export to domestic sales ratio. Babasabpatilfreepptmba.com 10/19/2013
  • 39. Bajaj Automobile Ltd 39 Weakness  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 Babasabpatilfreepptmba.com 10/19/2013
  • 40. Hero Honda Motors Limited 40 STRENGTHS:  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. Babasabpatilfreepptmba.com 10/19/2013
  • 41. Hero Honda Motors Limited 41 WEAKNESS:  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. Babasabpatilfreepptmba.com 10/19/2013
  • 42. Whom to ATTACK & AVOID?? 42 Competitors Strong Weak Bajaj √ Close Distant Good Bad Attack Avoid - √ - √ - √ - Hero Honda √ - √ - √ - √ - Honda - - - √ - - - √ Yamaha - - - √ - - - √ Babasabpatilfreepptmba.com 10/19/2013
  • 43. FOUR P’S 43 Product Price 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. Babasabpatilfreepptmba.com Place Company Promotion The company has started giving discounts and other offers to the customers on the purchase of new bike like festival offers through medias. 10/19/2013
  • 44. FACTORS INFLUENCING BUYING BEHAVIOR 44 Factors High/Low/medium Cultural factors high Social factors medium Personal factors high Psychological factors medium Babasabpatilfreepptmba.com 10/19/2013
  • 45. Buying decision process 45 Need The buying process begins with recognition on the part of the buyer. Need of buyers is transportation. Information search  Personal Sources (family, friends etc.)  Commercial Sources (Magazines, Promotional Materials).  Public Sources (Newspapers, TV Commercials, Internet) Babasabpatilfreepptmba.com 10/19/2013
  • 46. Buying decision process 46 Evaluate the alternatives  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. Babasabpatilfreepptmba.com 10/19/2013
  • 47. Buying decision process 47  Purchase decision After the brand choice, the customer forms the intention to buy the Bike depending on his Income level, payment method decision.  Post purchase After purchasing the bike the customer will experience some level of satisfaction or dissatisfaction. Babasabpatilfreepptmba.com 10/19/2013