SUBMITTED TO:

Dr. H.GAYATHRI

SUBMITTED BY:

SECTION ‘C’- GROUP 9

ASHMI PRASAN (16129)

MANASH JYOTI GOGOI (16141)

PRANAY SAHU (16153)

SHIVRAMKRISHNA (16165)

SUSHMA S (16171)

I

CONTENTS

Indian Two Wheeler Industry 1

TVS Motor Company Ltd. 2

Tour of History of TVS from Past to Present 3

FINANCIAL PERFORMANCE & POSITION OF SUBSIDIARIES & ASSOCIATE COMPANIES 4

Subsidiaries 4

Associates 4

Business Outlook and Overview 4

Eco Leadership 5

New Product Launches and Initiatives During the year 2015-16 5

TVS Victor 5

TVS Apache RTR 200 6

TVS Jupiter 6

TVS XL 100: 7

TVS Wego 7

TVS Scooty Zest 110: 7

Awards for TVS Motors 8

Coverage 9

TVS Apache 10

Introduction 10

Apache RTR 160 Specification 10

2016 Sales 12

Two Wheeler 12

Export 12

STP 13

Segmentation and targeting 13

Positioning 13

MARKETING MIX 14

Product 14

Pricing 14

Place 15

Promotion 15

SWOT ANALYSIS 16

II

Strengths 16

Weaknesses 16

Opportunities 17

Threats 18

Competitive dynamics 18

Competitors Analysis 18

Yamaha FZ-S 2.0 18

Marketing Mix 19

Honda CB Unicorn 20

Marketing Mix 20

HERO XTREME SPORTS 21

Marketing Mix 21

Bajaj Pulsar 150 Dtsi 22

Marketing Mix 22

Summary and analysis 23

Suggestions 23

WEBLIOGRAPHY 24

1

Indian Two Wheeler Industry

The Indian two wheeler industry started its journey since 1948, since then it’s

been growing, the customer preferences have changed in favour of motorcycles

and gearless scooters that score higher on technology .These changes in customer

preferences had a great impact on fortunes of the players.The earlier leaders have

either perished or have significantly lost market share, and new leaders have

emerged.The two wheeler industry recorded CAGR (Compound annual growth

rate) of 10% in last ten years.Now in the year 2016, India is the largest

manufacturer of two wheeler in the world, its growth rate between 2016 and 2014

is 9.5 percent. The 'Make in India' campaign of the Government of India is also

going to attract more foreign investment into Indian Two-Wheeler Industry

creating further growth opportunities in the coming years.Demand of Indian two

wheeler market is continuously growing and there is a huge increase in

production and sales leading for the launch of new attractive models at affordable

prices, innovative designs made from youths’ perspective and implementing

latest technologies for manufacturing.The sale of two-wheeler products has

increased substantially. The sales volume of scooter segment considerably

expanded as far as the two-wheelers were concerned. The domestic motorcycle

sales volume moved up to 10 percent, whereas the scooter segment recorded a

sales volume growth of 30.7 percent .In past years, around a dozen new scooter

brands have been introduced in India. But the motorcycle segment lags behind in

this aspect. This is due to the fact that the recently launched gearless scooters

serve to the needs of both men and women, while motorbikes are a segment

mostly preferred by men only.

2

TVS Motor Company Ltd.

TVS motor company Ltd, the flagship company of TVS group is the 3rd largest

two wheeler manufacturer in India. The company manufactures a wide range of

two wheelers from mopeds to racing inspired motorcycles.Their manufacturing

plants are located at Hosur in Tamil Nadu,Mysore in Karnataka and Solan in

Himachal Pradesh and one of its unit is also located at Indonesia. It has presence

in diverse fields like automotive component manufacturing, automotive

dealerships and electronics. At present there are over thirty companies in the TVS

Group, employing more than 40,000 people worldwide and with a turnover in

more than of USD 2.2 billion.They are highly committed to being a highly

profitable, socially responsible, and leading manufacturer of high value for

money and to provide fulfilment and prosperity for stakeholders. The Indian bike

buyer has a clear idea about what specifications, quality, style he wants in the

bike and the price range he is willing to spend while, of course, continuing with

his fixation for fuel-efficiency. TVS always concentrates on bringing in new

innovations in their products and they are backed by reliable customer service.

3

Tour of History of TVS from Past to Present

The company was incorporated as Indian Motorcycles Pvt Ltd. on July 1982. In

the same year it entered in agreement with Suzuki motors Japan .According to

the agreement Suzuki motors would provide all assistance in technology and

production. In 1986 a new company Laxmi was opened for the manufacturing of

engine and critical parts. The company in the following year acquired the assets

of Sundaram Clayton Ltd. In the later part of the year the company changed the

name to TVS MOTORS Ltd. The company continued to grow under the

assistance of Suzuki. In 1991 the agreement with Suzuki expired, then with the

consent of Govt. of India the agreement was renewed for three more years. The

company continued to introduce new products in the market which include

Samurai, then Shogun then Scooty. Finally in 1997 TVS-Suzuki became the first

company to launch a 100 cc motorbike in Indian Market. Then TVS made entry

in Scooter segment by launching TVS Spectra. However after initial interest the

scooter did not took off as thought by TVS Suzuki, and then its variants were

introduced.The joint venture introduced new products into the market with TVS

Victor as one of their new brand in 2001. Then later in that year both the

companies parted ways and the 15 year long joint venture ended with TVS buying

the 25% shareholding of Suzuki for 9 crores. Then TVS competed in the Indian

Market all alone. Although TVS has captured a part of the market of leader Hero

Honda but it failed to capitalise on it. It tried to provide with the best of product

quality in each category of product and they are currently 3rd in the market

Leadership.

4

FINANCIAL PERFORMANCE & POSITION OF

SUBSIDIARIES & ASSOCIATE COMPANIES

Subsidiaries

-Sundaram Auto Components Limited, Chennai;

-TVS Housing Limited, Chennai;

- PT. TVS Motor Company Indonesia, Jakarta;

- TVS Motor Company (Europe) B.V., Amsterdam;

- TVS Motor (Singapore) Pte. Limited, Singapore;

- Sundaram Business Development Consulting (Shanghai) Co. Ltd., Shanghai;

and

- Sundaram Holding USA Inc., Delaware, USA.

Associates

- Emerald Haven Realty Limited, Chennai; and

- Green Infra Wind Energy Theni Limited, New Delhi.

Business Outlook and Overview

Recovery in rural India is important to renewal in economic activities of TVS

Motors. Maximum fiscal thrust can be a factor to excite rural demand and lead

time may vary across states for these to translate into actual demand. The demand

is expected to be better than the current year due to 7th pay commission

disbursements expected in later half of the year. So, the growth in two wheeler

industry for current is expected to be around 3%.

5

Eco Leadership

Their motto is Green Bikes. Greener Tomorrow.

TVS Motors oriented towards technological Innovations and are making some

impact to supporting growing concerns on global warming and pollution. At TVS

Motor, They have always been the innovators in bringing Cleaner Greener

technology to two wheelers. TVS was the first to use a catalytic converter in its

bike, in India way back in 1996 - the TVS Shogun.

All vehicles are 85% recyclable. TVS vehicles comply with world standards of

recyclability. This is most important in a scenario where countries have laws on

recyclability of the vehicles.

New Age fuels are a very exciting area for TVS and have since started exploring

into this with the launch of the electric scooter and the three wheelers available

in factory that are fitted with CNG and LPG options.

New Product Launches and Initiatives During the year 2015-16

TVS Victor

TVS Victor was the first Indian developed four stroke motorcycle and has been a

well-known brand in commuter segment. The TVS Victor comes in an all-new

avatar. The new 55 watt headlight is brightest in the segment. It is well

combination of modern styling with superior engine performance and coupled

with class leading comfort. It carries an advanced and refined 3-valve Eco thrust

engine. A self-electric start fires up the 4 speed powertrain to churn out 9.6 PS of

power@ 8000 rpm with a maximum torque of 9.4 Nm @6000 rpm. Shock

absorption, telescopic oil damped front suspension and 5 step adjustable

hydraulic series spring suspension at the rear make sure smooth ride and handling.

Broad seats adds to the comfort level of the motorcycle. TVS Victor comes with

upgraded new mirrors and instrument panel.

6

TVS Apache RTR 200

It is designed to deliver an adrenalin rush with an exciting race performance, TVS

Apache RTR 200's advanced four valve racing O3C oil cooled over square, five-

speed engine is well equipped with balancer shaft mechanism and is automated

to whip up an impressive 20.5 PS @8500 rpm with a maximum torque of 18.1

Nm @ 7000 rpm. Apache RTR 200 also comes with EFi variant and is targeted

to Indian & International markets. For the very first time in the 200cc segment,

TVS has announced recently that they had implemented an oil cooled combustion

chamber with ram air assist, which powers the motorcycle to achieve a very top

speed of 128 km/h with an astonishing performance of 0-60 km/h in a mere 3.9

seconds. The very reason makes it one of the fastest motorcycles in terms

accelerating in its segment. The bike is equipped with petal discs and advanced

double channel ABS with rear lift off protection (RLP) facility.

TVS Jupiter

The brand truly lives to its beliefs of 'ZYADA KA FAYDA'. The bike which was

launched in September of 2013 with next-generation 110cc CVT-i Engine, best-

in-class mileage and equipped with many class-leading features, TVS Jupiter, the

most awarded scooter in the year 2016 took riding comfort of scooters to the next

level. It is ranked second scooter brand in India and has recently crossed one

million customer base, the fastest ever in the scooter category.

The integral part of TVS Jupiter story has been Consistent product innovation. A

deluxe variant of TVS Jupiter christened as "TVS Jupiter ZX" was launched in 2

colours - Stallion Brown & Matte Sky Blue to continue the momentum and to

infuse the excitement. A very Meticulously designed and deftly crafted, TVS

Jupiter ZX's has given the colour of Premium Beige to its Interior Panels, Dura

Cool Seat, 3D Logo of "Jupiter ZX" on side panels add to its pure indulgence.

"Jupiter ZX" scooter has adapted successfully to the customer's needs and can be

uniquely suited to match their style, status and personality.

7

TVS XL 100:

A new four stroke “TVS XL 100” moped was launched back in October 2015.

The new TVS XL 100 has been well designed to meet the growing needs of

present customers.

TVS Wego

TVS Wego is the only scooter that has dual usage which prompts young urban

married couples to have quality time together. It was introduced for the first

time in 2010 as Premium stylish scooter which is developed for the riding

appropriateness of both "him & her". It is developed with a long list of features

starting from a fully attractive neon digital speedometer, body balance

technology, all metal body, and a powerful 110 CVT-i engine which is

developed to gives the best-in-class mileage. To raise the bar, TVS Wego

recently introduced a refresh version in Mono and Dual Tone Sky Blue color,

developing more features like synchronized braking system, digital clock, body

colored pillion grab rail and easy to use parking brakes. With this, Wego has

become an essence of a clever integration of style, performance, power,

convenience, comfort and safety.

TVS Scooty Zest 110:

TVS Sooty Zest 110 is developed to partner the young modern woman of

current generation. Equipped with best-in-class pick-up, handling, storage and

mileage, this scooter tops in all departments like its confident rider. With

gorgeous color options and a first-time ever USB charger, it is the perfect

'college wali gaadi'. TVS scooty Zest 110 has been awarded the 'Best Executive

Scooter'. TVS Scooty Zest 110 also became the first-ever Scooter with a female

rider to conquer the 18380 feet of Khardung la in Himalayas, one of the highest

Motor able roads in the world. To celebrate this unique feat Company

introduced, 'Special Edition' of Scooty Zest 110'. With a new color, new sticker,

new seat cover, new pigmented panels and a total new look for Scooty.

8

Awards for TVS Motors

Highest in Customer Satisfaction

TVS Motor has been awarded in 2016 for the Best in Customer

Satisfaction by JD. Power Asia Pacific Awards.

Most Appealing Premium Motorcycle

TVS Apache RTR180 voted by the most for “Most Appealing Premium

Motorcycle” as awarded by J.D.Power Asia Pacific Awards, 2016

Best Executive Scooter

TVS Wego is voted as the Best Executive Scooter among various

scooters by J.D.Power Asia Pasific Awards for 2016

Most Appealing Economy Motorcycle

TVS StaR City + is awarded in the category by J.D.Power Asia Pasific

Awards for 2016.

Most Appealing Executive Scooter

TVS Scooty Zest 110 is awarded in the category by J.D.Power Asia

Pasific Awards for 2016.

Two Wheeler Manufacturer of the Year.

TVS Motor Company was entitled the “Two Wheeler Manufacturer of

the Year” by NDTV Car and Bike Awards 2015.

Most Trusted Brand.

It’s been awarded for the first time as “India’s Most Trusted Brand” in

the Two Wheeler Category

9

Coverage

TVS Motors service centres have been placed in almost every state of India. It’s

providing service since its inception to its millions of TVS Motors consumers to

put a big smiles on them.

10

TVS Apache

Introduction

TVS Apache is a flagship bike from TVS, a well-known bike manufacturer in the

country. It’s been given sporty looks and offers a commendable on-road

performance. Shortly after launching TVS Apache, it proved to be game changer

for TVS in the Indian motorcycle industry.TVS Apache was launched in 2007. It

has 4 variants Apache RTR 160 Hyper edge, Apache RTR 180, Apache RTR 180

ABS and Apache RTR 200 4V and comes with 160cc, 180cc and 200cc engine.

The RTR Versions (Racing Throttle Response) targets youth segment who

prefers high speed and stylish looks. The 180cc variant of the bike was launched

in 2009, in 2011 TVS introduced Anti-lock Breaking System in Apache 180

making it the first bike in India to have this feature. Following this 200cc bike

was introduced in 2016.The top end bikes in this series offer rear disc and ABS

to ensure added safety of the rider. This ABS System is well complimented with

the RLP system that prevents heavy braking and thus makes rapid deceleration

safer for the rider. A line of new parts like the sculpted digital display, beast

inspired headlamps, front cowl and the roto pedal disc brakes gives this bike

sporty and masculine look. TVS Apache 180 sports a wheel base of 1300mm that

offers better stability. The handling is pretty accurate as this bike steers and turns

properly even at high speeds.

Apache RTR 160 Specification

TVS launched apache in the year 2007 targeting the middle section of the society

who like to invest less on bikes. Apache was the entry level variant in the apache

series. The RTR and RTR FI version of the 160cc bike was launched in 2007 and

it was the first bike in its segment in the country to have racing inspired engine

and features. In 2008 a variant of this bike was launched as ‘Hyper Edge’ which

is considered as a cosmetic face of Apache RTR 160 FI by the experts (Top gear

& Bike India). TVS has been updating and modifying its bike as the company

looks forward to capitalize the premium segment with this product. TVS Apache

160 boasts of an outstanding pickup of 118kmph and offers a standard mileage

of 45-50kmpl.It is the first bike to be equipped with ABS. Other features of the

bike include, LED DRLs, Semi-digital instrument cluster, powerful engine, lap

timer and the provision for the last three 0-60kmph timings. Apache RTR 160

won 'Performance Bike of the year' award by Business Standard Motoring

Awards. It is available in two main variants Apache RTR 160 and Apache RTR

160.

11

Engine type - 4 Stroke

Displacement - 159.7 cc

Cylinder arrangement - Single

Maximum Power 11.19 kW (15.2 bhp) @8500 rpm

Maximum Torque 13.1 Nm @ 4000 rpm

Bore x Stroke 62 mm x 52.9 mm

Compression Ratio 9.5:1

Carburettor UCAL BS-26

Starting Electric & Kick Start

Idle speed 1400 +/-200 rpm

Ignition IDI-Dual mode digital ignition

Power-to-Weight Ratio 81.7 kW per 1000kg

12

2016 Sales

TVS Motor Company clocked a sales growth of 20% during the month of August

2016, with total sales increasing from 227,653 units recorded in the month of

August 2015 to 274,303 units in the month of August 2016

Two Wheeler

Total two wheeler sales increased by 23.5% from 216,781 units recorded in

August 2015 to 267,670 units in August 2016. Domestic two wheeler sales grew

by 30.1 % increasing from 183,653 units in August 2015 to 238,984 units in

August 2016.

Export

The company's total exports registered sales of 34,097 units in the month of

August 2016 as against 42,570 units in August 2015. Two wheeler exports

registered sales of 28,686 units in August 2016 as against 33,128 units in August

2015.

13

STP

Segmentation and targeting

Demographic

They segmented the market group on the basis of income, age group and targeted

the age group between 18 and 30 and with middle and high income.

Psychographic:

They segmented on the basis of lifestyle and they targeted male group who are

sports oriented, outdoor oriented, concerned with look, image of the bike.

TVS segmented the market acting on needs and benefits. They targeted the group

which needs sporty, stylish, masculine look along with sports features, strong

engine and build.

Positioning

TVS has intelligently positioned Apache as a racing oriented bike. It uses the

RTR (Racing Throttle Response) sticker on the body of Apache to send the

message to public. In every advertisement TVS has been focusing on the racing

aspect of its products by showing a man riding Apache and leaving others behind.

Apart from racing features, TVS also says about strong performance by talking

about the power. TVS uses the tagline for RTR 180, which says- ‘Racing DNA

Unleashed’. In advertisements the text ‘Racing DNA Unleashed’ and ’17.3 bhp’

is used to strengthen its position as a premium segment racing bike. They were

also positioning it as a really powerful machine with fascinating look by giving

the front look as a transformer and showing advertisement in collaboration with

transformer movie this sets a new standard for latest tvs apache model. It indicates

TVS is quite successful in positioning the image of the bike.

14

MARKETING MIX

Product

TVS Apache RTR

TVS Apache is an exciting product from TVS, a powerful blend of contemporary

design and engineering. TVS Apache is wonderfully styled with great finish and

with a muscular design theme. BS Motoring, OverDrive and Autocar named it

Bike of the Year 2006.

TVS adopt product differentiation strategy for TVS APACHE on the basis of

features, form, performance quality, style and design to remain competitive in the

new market and to maintain the market share of APACHE. Each time TVS come

up with new style, features which gives premium sporty look with masculine

body.

TVS has worked a lot for the latest RTR series and the bike looks more attracting

and aggressive than previous models. The new Apache comes with day time

running LEDs combined with new pilot lamps which offers premium touch to

this bike. It does have similarity to the regular model but with its new clear lens

indicators and headlight, it looks more trendy and attracting. The bike comes with

good Aerodynamic, less air fuel ratio, high efficiency.

TVS Apache completely justifies the word RTR (Racing Throttle Response) in

its name. This bike can complete 0-60 kilometer/hour in less than 6 seconds.

Weight of this model is lighter and its engine generates more power than its rivals.

These factors help this bike to get the best power to weight ratio in its class.

Pricing

TVS has priced Apache very competitively as there is intense competition in

150+ cc segment and Indian customers are more price sensitive. The company

offers its initial variants ‘apache 150’, ‘apache 160’ around Rs.60-70 thousand

for customers which want comfort with bulky and stylish look. On 2009 they

introduce Apache RTR (Racing Throttle Response) series in the range of Rs.70-

80 thousand targeting to youth segment with instant pick up performance,

attracting style, as Indian youth gradually attracted to bikes with sporty look and

performance. At present TVS apache has 5 variants-RTR 160, RTR 180, RTR

180 ABS, RTR 200 Apache Matte Blue in the price range Rs. 73000-95000.RTR

15

200 is launched focussing on high speed sports bike lover to compete with Pulsar

AS 200, Duke 200 by offering same look in comparatively low price.

Place

TVS has a strong distribution channel having dealers in almost every part of India

and other countries where it operates. TVS motor Company has extensive

network of over 500 dealers and 2500 service centres evenly distributed across

the country. (According to businessmapsofindia.com).

Promotion

TVS did not take any brand ambassador for TVS Apache. In the advertisements,

they gave 100% focus on the product and its performance. TVS has decided to

have only one person speaking for its product and that was Apache itself. The

advertisements talk about the awards Apache received in various automobile

award functions to convey the message that the product is really good. For

Apache RTR 180 the tagline ‘Racing DNA Unleashed’ is used to define the

racing features of the bike. TVS also promotes Apache through TVS Racing. The

company organizes rally in different parts of the world.

16

SWOT ANALYSIS

Strengths

TVS is an International player with strong brand equity.

R&D department team of TVS motor group is very active and this gives them a

leading edge in markets technology development over their competitors. For

example each time TVS apache come with new unique technology and design.

These differences make the products attractive for people of all ages.

TVS has a wide distribution network and numerous service centres covering all

regions of its service areas which provide a unique service to its customers.

According to business.mapofindia.com TVS motor Company has one of the most

extensive network of over 500 dealers and 2500 service centres evenly distributed

across the country. Products with low price, high fuel economy, eco-friendly less

emission and unique design with its competitors.

Weaknesses

Despite exporting products to various countries worldwide, it's not a globally

recognizable brand yet.

Lack of competitive premium bikes to attract the riders in the market. Though the

latest versions of Apache placed in high income segment they are not enough to

satisfy the premium segment.

But TVS sensed their weakness and in 2013, TVS Motor and BMW announced

their collaboration to develop and manufacture a new series of super bikes that

will cater the needs for sub-500cc segment.

17

Opportunities

The above information was given by economic times. The sales of motor cycles

is quite consistent over the past 4 years. By aggressive advertising and adding

more value for successful TVs bikes they can capture competitor’s market

As in December 2015(reports shown by motorbeam.com) Apache was in the top

in selling list on the segment. So it’s a huge opportunity for TVS to remain leader

in this segment.

Recently passed GST will be a great opportunity for the company. It will help

TVS to give more values to the customer at the same price.

In collaboration with BMW, TVS has a very good opportunity to become market

leader in the premium bike segment.

The 20th edition of its Annual Salary Increase Survey in India has projected an

average of 10.3 per cent salary increase across sectors for 2016. (By economic

times).So there is a good opportunity of growth in the sales of 150+cc segment

bilks.

18

Threats

An intense competition is going on in the two wheeler industry.So, it is definitely

a threat for TVS. Spare parts of TVS bikes are costlier. Competitor might take

advantage of this.

Competitive dynamics

They adopted frontal attack strategy to compete with Bajaj pulsar. Apache came

with 160 cc, muscular design to mainly compete with pulsar150 followed by other

150+ cc bikes in the market. They got huge response from youths due to its

appealing design, features in this segment. They gained competitive advantage

by introducing racing inspired engine, Antilock braking system (ABS).They

again launched apache 180 at lower price and higher features to compete with

pulsar 180 which was launched by Bajaj as a pre-emptive defence. TVS has been

frequently refreshing and modifying this bike as the company looking forward to

capitalize the premium segment with this product.

TVS also sensed that there is a gap in Indian market. They sensed that the

upcoming youths is going to be the huge consumer for bike industry. And they

prefer stylish as well as sports featured bikes. They used flank strategy by

introducing the beast which is a mixture of sports feature, premium feature,

stylish look, strong engine and also affordable. TVS catered both the needs and

able to get huge response from youths.

Competitors Analysis

Yamaha FZ-S 2.0

India Yamaha Motor Pvt. Ltd announced 31% growth in domestic sales

(including Nepal) in June 2016, selling 67203 units as against 51432 units sold

last June.

FZ’s appearance more than any other, overflows with dynamism and originality.

The running performance is brimming with thrust that overpowers everything

else. This quality solely belongs to YAMAHA's advanced technologies. The FZ

takes attention away from others on the road as it makes its personality felt.

Yamaha has launched the new FZ Series in India. Featuring a host of

mechanical and cosmetic updates, the popular 150cc motorcycle now looks and

19

feels different. And with its new ‘Blue Core’ engine concept, the motorcycle is

also said to be more efficient than ever before. As a part of this new upgrade, the

Japanese brand has also launched the new FZ-S Version 2.0. Yamaha has

launched the new FZ Series in India featuring a host of mechanical and cosmetic

updates, the popular 150cc motorcycle now looks and feels different. And with

its new ‘Blue Core’ engine concept, the motorcycle is also said to be more

efficient than ever before. The new FZ-S is powered by a newly designed air-

cooled, 149cc single-cylinder engine which benefits from a closed loop fuel

injection system. The same engine also powers the standard new FZ. Tweaked to

deliver a better fuel efficiency, the engine now produces 13.1bhp of power and

12.8Nm of torque. For this new model, Yamaha is claiming a 14 per cent

improvement in fuel economy.

Marketing Mix

Product

Yamaha FZ-S 2.0 is one of the exciting product from the Yamaha family. It is a

powerful and stylish bike with great design and engineering. The product is

placed as a racing bike with its new engine “BLUE CORE” which stress upon the

improved efficiency of the bike.

Price

Yamaha has priced its new bike FZ-S 2.0 for middle and upper middle section of

the society. With its stylish looks, build quality and impressive performance the

FZ series has big sales number in India. Its new “Blue Core” engine concept

concentrates on improved efficiency and has priced its bike around 83-85

thousand.

Promotion

Yamaha has very intelligently appointed john Abraham one of the bike lover and

Bollywood actor for its promotional activities. They has compared bike with a

fighter jet in their promotional advertisement.

Place

There are 1597 Yamaha dealerships spread across 33 states and Union Territories

in India. 1591 Yamaha service centres spread across 33 states and Union

Territories in India.

20

Honda CB Unicorn

Honda is the world’s largest manufacturer of two Wheelers , Recognized the

world over as the symbol of Honda two wheelers , the ‘Wings’ arrived in India

as Honda Motorcycle and Scooter India Pvt. Ltd. (HMSI ), a 100% subsidiary of

Honda Motor Company Ltd., Japan ,in 1999.

The Honda CB Unicorn is the mid-weight 150cc bike currently in its fourth

avatar as the CB Unicorn. It is powered by a 149cc air cooled engine that

produces 13bhp and 12Nm of torque. It employs a chain drive that has been

connected to a five-speed sequential transmission. Standard features on the CB

Unicorn include a front disc brake, mono shock rear suspension, digital speedo

with analogue tachometer, button star alloy wheels and a digital fuel gauge.The

Honda CB Unicorn is built around a diamond type frame. Mated to a five-speed

transmission, this super refined engine has played a major role in giving the CB

Unicorn its cult status. The suspension setup is made of conventional telescopic

front forks at the front and a mono shock in the rear.

Marketing Mix

Product

CB Unicorn is powered with Honda 4-stroke, 150cc engine and incorporates

many cutting-edge technologies developed by Honda’s global R&D team. It sets

new benchmark in the upper majority motorcycle segment in India with its swift

acceleration, superior mileage, international styling, riding comfort and

convenience. CB Unicorn is engineered and styled for the taste of the younger

generation. It has a distinctive sporty and macho design with a racy front face,

masculine fuel tank, with a capacity of 13L.

Price:

Honda has priced unicorn in the market very competitively in the market around

65-75 thousand for customers with stylish look. The price is set to attract middle

class people.

Place:

There are 2226 Honda dealerships spread across 32 states and Union Territories

in India. There are 265 Honda service centres spread across 26 states and Union

Territories in India.

21

Promotion:

CB Unicorn gives you a silky and smooth ride with an international appeal. The

company targets people of 25-30 years old. The bike to be sold in six colours.

The company appointed Bollywood actor Akshay Kumar for the promotion.

Also started Honda safety India campaign. The bike is promoted under the

tagline “Looks Good. Is Good”.

HERO XTREME SPORTS

Hero MotoCorp Ltd., formerly hero Honda is Indian motorcycle and scooter

manufacturer based in New Delhi. The company is the largest two wheeler

manufacturer company in world (terms of unit sold). It has the leadership in the

Indian market with the market share of about 46% in two wheeler industry. It has

four manufacturing units in Dharuhera, Neemrana and Gurgaon in Haryana and

at Haridwar in Uttarakhand.

The Xtreme Sports is a premium 150cc commuter motorcycle, targeted at young

customers looking for a stylish yet efficient motorcycle for their daily commute.

Hero MotoCorp has equipped the Xtreme Sports with a redesigned cowl near the

fuel tank and one underneath the engine. The Xtreme Sports will employ the same

149.2cc used in the standard motorcycle, the power has been bumped up from

14.2bhp to 15.2bhp while the torque has been increased from 12.8Nm to 13.5Nm.

The engine is mated to the same five-speed constant mesh gearbox. Other

mechanical upgrades include a new five-step adjustable rear suspension and the

option of a rear disc brake, for improved stopping power.

Marketing Mix

Product:

The Xtreme Sports is redesigned with cowl near the fuel tank and one underneath

the engine. Its power has been bumped up from 14.2bhp to 15.2bhp while the

torque has been increased from 12.8Nm to 13.5Nm. It has great mileage, comfort

and easy to ride motorcycle. The engine is mated to the same five-speed constant

mesh gearbox. It include a new five-step adjustable rear suspension and the

option of a rear disc brake, for improved breaking power, wider rear tubeless tyre,

a new handle bar, split seats and revised front and rear fenders.

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Price

Hero MotoCorp priced the bike for the middle section of the society. The price

is set between 71,000 and 75,000.

Place

The hero MotoCorp has a great distribution channel across India, it has 828

dealerships and 2273 Hero service centres in 32 states and union Territories.

Promotion

Hero MotoCorp has a good promotion strategies they try to reach every part of

country, to penetrate into the rural market through multiple initiative, strategic

MoUs and loan melas. They have promoted many sports like ISL, Golf, and

cricket.

Bajaj Pulsar 150 Dtsi

Bajaj Auto is the world's sixth-largest manufacturer of motorcycles and the

second-largest in India. Its market capitalization in 2015 was 9.5 billion USD,

making it India's 23rd largest publicly traded company.It has market share of

12.36% in Indian two wheeler industry. Bajaj has been manufacturing a multitude

of motorcycles like Avenger, CT 100, Discover, Platina and Pulsar.

Bajaj pulsar 150 has changed Bajaj’s fortunes in the 150cc segment. Its advanced

styling and many modern features further increased the demand for premium

commuters. Its features include the domed cowl, side scoops, 3D lettering and

full digital console with analogue tachometer.

Marketing Mix

Product

The engine is a 149cc unit that produces 15bhp and 12Nm of torque, it’s a 4-

stroke, DTS-i, air cooled, single cylinders. Power is sent to the rear wheel via a

five-speed sequential gearbox and a chain drive. Standard features include twin

spark ignition and drum brake for the rear wheel.DTS-I technology (Digital Twin

Spark Ignition) of Bajaj pulsar holds Indian patent for this technology. DTSi

technology, which was the newly developed technology which gave the existing

two versions of Pulsar an increase of 1 HP power.

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Price

Bajaj pulsar 150 is price ranges from 73353 onwards.

Promotion

The branding displayed Bajaj Pulsar as 1st Male bike. The promotional activities

like associating itself with the shows like MTV-Stunt mania and extensive

campaigning on YouTube with concepts like free biking and digital biking, TV

commercials, News Papers etc.

Place

Bajaj Auto Ltd. has good network of dealership in India, They have 485

authorised dealers and more than 1600 authenticated service centres around the

country. So Bajaj Auto possess around 3750 adding urban, semi-urban, rural

outlets covering pan India.

Summary and analysis

From the information provided, it can be clearly viewed that TVS Apache is

successful from all aspects. But now a days it is observed that age group of 30-

55 also get interested to apache as it satisfies the values of them. So another

segment is waiting for new TVS apache. Though they wants to purchase this

model the step back for an interesting reason. TVS apache purely focusing on

racing and performance which indirectly indicates that this mode is for youth

only. So they should consider this reason. Their pricing strategy is also

commendable. They set their prices very competitively. They take the benefits of

competitive advantage e.g. for the first time in the market, they introduced ABS

system, then they set prices very smartly. Not more, nor less. They set price Rs

5000 more than the pulsar. But pulsar don’t have that feature and give less

mileage that’s why, though TVS set the price 5000 more than the pulsar buyer

get attracted due to its competitive advantage.

Suggestions

TVS could change the advertisement by some extent to attract the adults as pulsar

did(Bajaj positioned pulsar for men irrespective of age).Except this aspect they

continue the journey as they have been doing from past to present.

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WEBLIOGRAPHY

http://business.mapsofindia.com/automobile/two-wheelers-

manufacturers/#sthash.t25OA6HA.dpuf

http://www.bikewale.com/

https://www.wikipedia.org/

http://www.tvsapache.com/

https://www.ukessays.com/essays