Effectiveness of advertisement_strategies_at_tvs_mba_project_reports

EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY
GULAPPANNAVAR TVS MOTOR

Contents
SL.NO.

TOPIC

PAGE NO.

1

PART – 1
EXECUTIVE SUMMORY
INDUSRTY PROFILE
COMPANY PROFILE
NEED OF STUADIES
OBJECTIVES OF STUDY
SCOPE OF THE STUDY
METHODOLOGY
FINDINGS ,CONCLUSTION & RECUMENDATION

3
3
5
6
7
8
9
10

2

PART – 2
INTRUDUCTION TO THE STUDY
INDUSTRI PROFILE

12
14

3

PART – 3
COMPANY PROFILE

4

PART – 4
OBJECTIVES OF STUDIES
SCOPE OF STUDY
METHODOLAGY

39
40
41

5

PART – 5
ANALYSIS AND INTERPRITATION

43

PART – 6
FIDINGS,SUGGESTIONS AND CONCLUSION
ANNEXURE
BIBLOGRAPHY.

61
65
71

6

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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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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

Product
Registered & Head Office

Motorcycles, Mopeds, Ungearedscooters, Automotive
components
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 20062007, 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:

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 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

Scope of the study:
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 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.

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

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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

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

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PART – 2
•
•

INTRUDUCTION TO THE STUDY
INDUSTRI PROFILE

INTRODUCTION

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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
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
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TVS Motor Company has one of the most extensive network with over 500 dealers and
2500 Customer touch points.
We are the first in the two-wheeler industry to measure customer satisfaction, audited by
external consultants of international repute.
We have taken care to standardize facilities across all customer touch points. Up
gradation of 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:
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Founder

T. V. Sundram Iyengar


1911

Industry

Automotive - Two Wheelers

Business Group

The TVS Group

Product
Registered & Head Office

Motorcycles, Mopeds, Ungearedscooters, Automotive
components
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
T.K.Balaji

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Chairman & Managing Director
Director
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T. Kannan
N. Ganga
C.R.Dua
H. Lakshmanan
T. R. Prasad
K.S.Bajpai
K.N. Radhakrishnan
S. G. Murali
T.S.Rajagopalan

Director
Director
Director
Director
Director
Director
President
Sr.Vice President
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

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•

TVS Star Sport

•

TVS Fiero F2

•

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.

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5. Launched India’s first 5-speed motorcycle, the Shoaling in Oct 1997.
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 asbestosfree 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
OVERDRIVE Awards 2006
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 Fivespeed 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
•

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COMPANY PROFILE

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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 20062007, 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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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


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: July 1998

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Management Profile
Managing director and Chairman
Sales Manager
Service Station Manager
Office staff

Mr. R.M .Patil
Mr. Mustaq
Mr. Sanjeev H

Sales Executives

1) Mr. Asif
2) Mr. Mahesh

Work shop Supervisor

1)Mr. Laxmikanth
2)Mr. Chandru

Cashier
Receptionist
Store keeper
Mechanics

Mr. Lingappa
Miss. Roopali
Miss. Savitri
1) Umesh
2) Madan
3) Madhu
4) Girish

Departments
Sales department:

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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 exdirector of the organization.

BABASAB PATIL

Page 37


PART – 4
•

RESARCH METHODOLAGY

Objective of the study:

BABASAB PATIL

Page 38


 To advice appropriate advertising methods and means to
Gulappanavar Motors Company
 To know which advertisement of TVS bikes is more effective on TV
 To know to what extent advertisement helps in increasing sales

BABASAB PATIL

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Scope of the study:
 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.

Methodology
BABASAB PATIL

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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
BABASAB PATIL

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•

Analysis and Interpretation:

Analysis and Interpretation:

01] I bought /would like to buy TVS bike because of

BABASAB PATIL

Page 42


I bought/would like to buy TVS bike because of

Valid

Advertisement
Low price
Bramd name
Fuel Maintenance
Total

Frequency
19
39
12
30
100

Percent
19.0
39.0
12.0
30.0
100.0

Valid Percent
19.0
39.0
12.0
30.0
100.0

Cumulative
Percent
19.0
58.0
70.0
100.0

50

40
39
30

30

Frequency

20
19
10

12

0
Advertisement

Bramd name
Low pric e

Fuel Maintenanc e


 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

BABASAB PATIL

Page 43


 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?

BABASAB PATIL

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Are you aware of any other Dealers of TVS bike in Bailhongal?

Valid

yes

Frequency
72

Percent
72.0

Valid Percent
72.0

Cumulative
Percent
72.0

28

28.0

28.0

100.0

100

100.0

100.0

no
Total

80
72
60

Frequency

40

28
20

0
yes

no




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?

BABASAB PATIL

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Through which source of advertisement did you know about above dealers?

Valid

Road shows
News paper
Fairs
TV ads
Sales person
Hoardings
Total

Frequency
20
40
9
10
14
7
100

Percent
20.0
40.0
9.0
10.0
14.0
7.0
100.0

Cumulative
Percent
20.0
60.0
69.0
79.0
93.0
100.0

Valid Percent
20.0
40.0
9.0
10.0
14.0
7.0
100.0

30
28

20

20

15

14

Frequency

10
9
7

0
Road show s
New spaper

 20
 40
 9

7

Fairs

Leaf lets
TV Ads

Hoardings

Sales Persons

respondents say they know the dealers through the Road shows
respondents say they know the dealers through the News paper
respondents say they know the dealers through the Fairs

BABASAB PATIL

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 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

04] Do you watch /read advertisement?

BABASAB PATIL

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Do you watch /read advertisement?

Valid

yes
no
Total

Frequency
85
15
100

Percent
85.0
15.0
100.0

Valid Percent
85.0
15.0
100.0

Cumulative
Percent
85.0
100.0

100

85

80

60

Frequency

40

20
15
0
yes

no


 The graph shows that 85

respondents likes to read /watch the

advertisement, and
 15 not likes to read /watch the advertisement.

05] Which news paper you prefer reading?

BABASAB PATIL

Page 48


Which news paper you prefer reading?

Valid

Tarun Bharat
Vijay Karnataka
Deccan Herald
Prajawani
The Times of India
Total

Frequency
50
21
7
5
17
100

Percent
50.0
21.0
7.0
5.0
17.0
100.0

Cumulative
Percent
50.0
71.0
78.0
83.0
100.0

Valid Percent
50.0
21.0
7.0
5.0
17.0
100.0

60

50

50

40

Frequency

30

20

21
17

10
7

5

0
Tarun Bharat

Deccan Herald
Vijay Karnataka

The Times of India
Prajaw ani


 50

respondents say they Prefer to read Tarun Bharat

 21

respondents say they Prefer to read

Vijay Karnataka

 7


Deccan Herald

 5


Prajawani

 17


BABASAB PATIL

The Times of India

Page 49


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?

Valid

yes

Frequency
35

no
Total

Percent
35.0

Valid Percent
35.0

Cumulative
Percent
35.0
100.0

65

65.0

65.0

100

100.0

100.0

Have you come across any ads of gulappanavar auto in news paper which you?
70
65

60
50

Frequency

40
35

30
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?

BABASAB PATIL

Page 50


Which ad of TVS does you like in TV?

Valid

Victor GL
Scooty pep
Star city
Flame
Apache
TVS star
Total

Frequency
6
40
5
25
20
4
100

Percent
6.0
40.0
5.0
25.0
20.0
4.0
100.0

Valid Percent
6.0
40.0
5.0
25.0
20.0
4.0
100.0

Cumulative
Percent
6.0
46.0
51.0
76.0
96.0
100.0

50

40

40

30
25

Frequency

20

20

10
6

5

0
Victor GL

Scooty pep

Star city

4
Flame

Apache

TVS star


 6

respondents say they like advertisements of Victor GL bike

BABASAB PATIL

Page 51


 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 .

BABASAB PATIL

Page 52


08] I like ad of above, because of

I like ad of above, because of

Valid

Frequency
50
33
12
5
100

Celebrities
Humor
Action
Thriller
Total

Percent
50.0
33.0
12.0
5.0
100.0

Cumulative
Percent
50.0
83.0
95.0
100.0

Valid Percent
50.0
33.0
12.0
5.0
100.0

60

50

50

40

33

Frequency

30

20

10

12
5

0
Celebrities

Humor

Action

Thriller


 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.

BABASAB PATIL

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09] After watching the ads what were your reactions

After watching the ads what were your reactions

Valid

Called the dealer
Visit the dealer
Gathered more
information from
friends/ others
Browse the internet
No action
Total

Frequency
19
21

Percent
19.0
21.0

Valid Percent
19.0
21.0

Cumulative
Percent
19.0
40.0

20

20.0

20.0

60.0

3
37
100

3.0
37.0
100.0

3.0
37.0
100.0

63.0
100.0

40
37
30

Frequency

20

21

19

20

10

3

0
Called the dealer

Gathered more inform

Visit the dealer

No action

Browse the internet


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.

BABASAB PATIL

Page 54


10] Have you seen any Hoardings of GUIAPPANNAVAR AUTO LTD in
Bailhongal?

Have you seen any Hoardings of Gulappanavar auto baihongal?

Valid

yes

Frequency
30

no

Valid Percent
30.0

Percent
30.0

Cumulative
Percent
30.0
100.0

70

70.0

70.0

100

Total

100.0

100.0

Have you seen any Hoardings of Gulappanavar auto in bailhongal?
80

70
60

Frequency

40

30
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

BABASAB PATIL

Page 55


I would buy at above dealers point because
Frequency
Valid

The sales people are
good
Quality of service and
responsive is very good
Easy finance
assistance is available
After sales, service is
good
Total

Percent

Cumulative
Percent

Valid Percent

39

39.0

39.0

39.0

14

14.0

14.0

53.0

10

10.0

10.0

63.0

37

37.0

37.0

100.0

100

100.0

100.0

50

40
39

37

30

Frequency

20

14

10

10

0
The sales people are

Easy f inance assista

Quality of service a

Af ter sales, service


BABASAB PATIL

Page 56


 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 .

BABASAB PATIL

Page 57


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?

Valid

Frequency
14

Valid Percent
14.0

Cumulative
Percent
14.0

28

28.0

28.0

42.0

9

9.0

9.0

51.0

7
15

Road shows

Percent
14.0

7.0
15.0

7.0
15.0

58.0
73.0

Newspaper
Fairs
TV Ads
Leaflets
Sales Persons

7

7.0

7.0

80.0

20

20.0

20.0

100.0

100

Hoardings
Total

100.0

100.0

Which sources of advertisement according to you would be more e
30
28

20

20

15

Frequency

14
10
9
7

7

0
Road show s
New spaper

Fairs

Leaf lets
TV Ads

Hoardings

Sales Persons

Which sources of advertisement according to you would be more effective

BABASAB PATIL

Page 58


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

BABASAB PATIL

Page 59


PART – 6
•
•

BABASAB PATIL

FIDINGS,SUGGESTIONS AND CONCLUSION
BIBLOGRAPHY.

Page 60


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

BABASAB PATIL

Page 61


followed by 20% respondents like Apache
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

BABASAB PATIL

Page 62


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

BABASAB PATIL

Page 63


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

BABASAB PATIL

Page 64


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?

BABASAB PATIL

Page 65


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?

BABASAB PATIL

Page 66


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?

BABASAB PATIL

Page 67


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

BABASAB PATIL

Page 68


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

BABASAB PATIL

Page 69


a) The sales people are good
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

BABASAB PATIL

Page 70


BIBLIOGRAPHY
BOOKS
Marketing Management by Philip Kotler
Marketing Research

By Naresh Malhotra

WEB SITES
www.google.com
www.tvsmotors.com

BABASAB PATIL

Page 71

Effectiveness of advertisement_strategies_at_tvs_mba_project_reports

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