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PART-AIP Center G U N T U R
Enrollment No. 0 9 1 0 2 0 2 7
Name of the Student S W A R O O P K U M A R V
Program Scooty Streak Carnival
Name of the Faculty Guide M S I V A K O T I R E D D Y
Name of the Company Pioneer TVS
Address of the Company
Pioneer TVS, Near Congress Office ,
G.T. Road
Guntur Pin: 5 2 2 0 1 1
Name of the CEO C H U K K A P A L L Y R A M E S H
Address of the CEO
Pioneer TVS, Near Congress Office , G.T. Road, Guntur
Phone (Off.) 0 8 6 3 6 4 5 3 6 66
Phone (Res.)
Fax (Off.)
Email [email protected]
Name of the Company Guide G N A R E S H
Designation of the Company GuideA R E A C O O R D I N A T O R
Contact details of the Company Guide
Naresh(Scooty Programmes),
Pioneer TVS, Near Congress Office Road, G.T.Road, Guntur
Phone (Off.) 0 8 6 3 6 4 5 3 6 66
Phone (Res.) 9 5 8 1 3 6 3 6 3 6
Fax (Off.)
Email [email protected]
Reporting Date 2 1 0 6 2 0 1 0
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Part-B
Industry Profile:
Indian auto mobile industry is the ninth largest in the world
producing around 2.3 million units. The Indian Auto mobile industry comprises of
two wheelers, three wheelers and cars. The two wheelers segment can be broadly
classified into:
Scooters
Mopeds and Scotterettes
Motor Bikes
Scooters are the obsolescent products and the production of the scooters is low, in
fact, it is null. Bajaj, LML are well renowned companies in this segment.
Mopeds and Scotterettes is the other segment which experiences heavy
competition. These vehicles are very comfortable as they don’t have clutch and
gear system. These set of two wheelers are a hit among people over the age group
of 45, women and the young adults. These two wheelers are lighter which makes
them easier to handle, they come with a digital ignition system to do away with the
inconvenience of the kick start. Scotterettes and moped segment amount for a
quarter of the two wheeler market share in India and about 8% of all the exports
which takes place from the country. One company which has remained in the
forefront of Scotterettes and mopeds manufacturing in the country is TV Sundram
Iyengar and Sons Limited (TVS), they were the first to launch an indigenous
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Scotterettes in the Sub 100 cc category in the year 1984. Incidentally the company
had also launched a two-seater 50 cc moped in the year 1980.
Motorcycles have come a long way since they were first
introduced in the country way back in the 1950s. The Indian government had got
the first set of these mean machines from the Royal Enfield Company of UK for its'
Army and Police to patrol the border highways on the rough and tough terrain of
the West. Today these sets of two wheelers not only cater to the men in uniform,
but also common people who have different needs and expectations from their
motorcycles. Today motorcycle companies are taking special care to make their
products more user friendly comfortable, safe, and ergonomic without
compromising on the fun and thrills of riding. Some bikes like the Hero Honda
Karizma can touch speeds up to 125kmph thus truly satisfying the riders need for
speed. The trend of motorcycles have caught up with the average Indian and there
a bike to suit everyone's needs and usage. Premium Segment bikes like the Hero
Honda Karizma and Bajaj Pulsar provides the Generation Y a chance to emulate
their idols on screen. These motorcycles come with 5 speed gear box and disc
brakes to provide one the extra throttle with the adequate safety measure. Kinetic
Acquila the premium segment bike from Kinetic has headlamp that turns head.
These motorcycles also come with factory fitted allow wheels to provide the extra
strength and stability. The Enfield Bullet enjoys a loyal following among its users;
people who ride these heavy machines once always vouch for their sturdiness and
stability. Bullet clubs have cropped up in various cities of the country like
Bangalore, where motorcycle users who are in love with their machines frequent
the road less traveled. India has a burgeoning middle class, which means that value
for money bikes like the Hero Honda splendor; Bajaj Discover and TVS Victor have
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retained their importance with every passing day. These bikes are a hit among the
office goers and small time business men who demand maximum output from their
two wheelers. Motorcycles like the Hero Honda splendor come in a wide range of
colors and give an average mileage of 70 km per liter. The entry level segment of
motorcycles also has a cut throat competition with the two wheeler manufacturers
trying to outdo each other by providing that extra edge in economy biking. Some of
the bikes which are available at the entry level include the Hero Honda CD Dawn,
Yamaha Crux, TVS Star and Bajaj CT 100. The TVS motor company has posted strong
growth due to the growing popularity of TV Star across all markets. TV Star has an
engine displacement of 99.7 cc and claims to give an average of over 100 kmpl.
Thus the Indian motorcycle users have a lot of option across all levels to kick start
his riding.
A major growth in the automobiles sales over the years can be noticed, however
the composition of the two-wheeler industry has witnessed sea changes in the
post-reform period. In 1991, the share of scooters was about 50 per cent of the
total 2-wheeler demand in the Indian market. Motorcycle and moped had been
experiencing almost equal level of shares in the total number of two-wheelers. In
2003-04, the share of motorcycles increased to 78 per cent of the total two-
wheelers while the shares of scooters and mopeds declined to the level of 16 and 6
per cent respectively. A clear picture of the motorcycle segmental share gaining
importance during this period is exhibited by the figure given below of segmental
share of two-wheeler industry during the period 1993-94 through 2003-04.
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Nature of Two-Wheeler Industry
The total size of the Indian two-wheeler industry stood at Rs 288 million in 2007-08,
with total volumes of around 80 million units. The industry, which is dominated by
Hero Honda, Bajaj Auto and TVS Motors, is divided into three segments -
motorcycles, scooters and mopeds. Motorcycles dominate the two-wheeler
industry, both in terms of volume and value. In 2007-08, the share of motorcycles
in the domestic two-wheeler market was around 80 per cent while scooters and
mopeds accounted for 15 per cent and 5 per cent share, respectively.
Segmental Market Domination
Motorcycle Segment
Hero Honda dominates the motorcycle segment, with nearly 50 per
cent market share followed by Bajaj Auto and TVS Motors. The segment also has
players such as Yamaha and Suzuki. However, they have not been able to grab
significant market share in the Indian two-wheeler market.
Scooter
Bajaj Auto dominated the geared scooter segment, accounting for nearly 40-45 per
cent of the scooter market in 2002-03. However, the company began to lose
market share with the decline in the geared scooter segment, with its share in
2007-08 falling to a mere 2 per cent. Meanwhile, Honda Motorcycle & Scooter India
Ltd (HMSI) has become the dominant player in the scooter segment over the last 4-
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5 years with a market share in excess of 50 per cent followed by TVS Motors at 22-
25 per cent.
Mopeds
Mopeds are generally preferred in urban areas. Also, there are not many players in
this segment with TVS Motors accounting for more than 80 per cent market share
over the past few years. With other players gradually discontinuing operations in
this segment, TVS Motors’s share grew to more than 95 per cent share in 2007-08.
Hero Honda is the leader with the maximum product launches and highest market
share of around 42 per cent followed by Bajaj Auto. Though the number of
launches for Yamaha has been high, the company has not been able to grab
significant market share. Further, players such as Suzuki and Kinetic Motors have
limited launches and marginal market share in the two-wheeler market.
Market Shares and Oligopolistic Nature
From the above figure we can interpret that more than 80% market share of the
two wheeler industry lies with the three dominant firms Hero-Honda Motors,Bajaj
Auto and TVS Motors. Thus the two wheeler industry is a differentiated oligopoly
with each player having differentiated products in the market.
This can be further substantiated by calculating the Herschman-Harfindahl
Index(HHI) of the two wheeler industry as explained in the below graph.
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Company History:
TVS Motors was started in the year 1978 by T V Sundaram
Iyengar. It is the first independent Indian company to establish its operations in
India. In 1982, TVS Motors collaborated with SUZUKI and formed an agreement for
15 years. As per the terms of the Collaboration, Suzuki agreed to furnish complete
technical information and know-how, trade secrets and other data . After this, the
company became a public limited company on 12th January 1984. The products of
TVS are:
APACHE RTR 150
APACHE RTF1 160
FLAME DS 125
FLAME SR 125
JIVE
STAR CITY
o STAR SPORT
WEGO
SCOOTY PEP+
SCOOTY STREAK
SCOOTY TEENZ
TVS KING
METRO
VICTOR GLX 125
VICTOR GX 100
STAR LX
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MAX 100
XL-SUPER(2 Stroke)
XL HEAVY DUTY(2 Stroke)
Global Plants:
TVS Motors have 4 plants across globe. Out of them 3 are situated in
India and 1 is in Indonesia. The plants are:
Plant at Hosur in Tamilnadu
Plant at Mysore in Karnataka
Plant in Himachal Pradesh
Plant in Indonesia.
Milestones: 1980- India’s first 2 seater 50cc moped TVS 50 was launched.
1984- TVS became first Indian company to introduce Indo-Japanese 100cc
motor cycles.
1994- TVS launched India’s first Indigenous Scotterettes, TVS Scooty, for
women.
1996- Introduced India’s first catalytic converter enabled motorcycle,
SHOGUN.
1997- Launched India’s first 5-speed motorcycle, the SHAOLIN.
2000- Launched Fiero, India’s first 150cc, 4-stroke motorcycle.
2001- Launched TVS Victor 110cc, India’s first indigenous motorcycle.
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2002- TVS became the world’s first two wheeler company to win the most
prestigious recognition in Total Quality Management-the Deming Award
2002.
2002- TVS wins Technology Award from Ministry of Science, Government of
India for successful commercialization of indigenous technology.
2004- TVS wins TPM Excellence Award from Japan Institute of Plant
Maintenance (JIPM).
2005- TVS launched its plant in Indonesia.
2007- TVS launched 7 new products and a plant in Himachal Pradesh at
Nalagarh.
2008- TVS bags two coveted IT Awards sep-2008 SAP ACE Awards 2008 and
Symantec South Asian Visionary Award.
TVS Motor Company Limited is the flagship company of TVS Group, the USD 4
billion group. The Group is the third largest two-wheeler manufacturer in India and
globally among the top ten, with an annual turnover of over USD 650 million.
Currently, the group has more than 30 companies and employs over 40,000 people
worldwide. With steady growth, expansion and diversification, it commands a
strong presence in the manufacturing of two-wheelers, auto components and
computer peripherals. They also have vibrant businesses in the distribution of
heavy commercial vehicles (HCV) passenger cars, finance and insurance. 1980 was
the milestone year for TVS when India’s first two-seater moped rolled out. It
ushered in an era of affordable personal transportation. Globally, TVS Motor
Company is the first two-wheeler manufacturer to be honored with the hallmark of
Japanese Quality – The Deming Prize for Total Quality Management. The Company
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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 Q1 revenue in the FY-2010 grows by 41%. The company's revenues grew to Rs.
1392.96 crore in the current quarter ended June 2010 from Rs. 988.70 crore in the
quarter ended June 2009. Profit before tax during the quarter under review grew
151.8% at Rs. 50.47 crore compared to Rs. 20.04 crore recorded in the comparable
period of the previous year. Profit after tax in the current quarter grew 122.8% at
Rs. 40.38 crore from Rs. 18.12 crore in the previous comparable quarter. Total two-
wheeler sales of the company grew at 31.4 % in the first quarter of the current
fiscal at 4.6 lakh units compared with 3.5 lakh units in the corresponding period of
the previous year. Motorcycles sales grew at 31.5% to 2.04 lakh units in the
reporting quarter from 1.55 lakh units in the quarter ended June 2009. Scooters
grew substantially by 41.6 % registering sales of 0.96 lakh units in the current
quarter against 0.68 lakh units during the corresponding quarter of the previous
year. TVS Wego and TVS Jive are now available across India and have received
favorable response from the market; however the full volume impact of these
launches will be seen in Q2. Two wheeler exports registered 78.1% growth with
sales increasing to 0.57 lakh units in the current quarter from 0.32 lakh units in the
quarter ended June 2009. Three wheeler sales during the quarter grew by more
than 250% to 7979 units in the quarter ended June 2010 from 2223 units in the
quarter ended June 2009.
Our SIP is on the Scooty pep+ and Scooty Streak. Hence the main features of these
products are:
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Scooty Pep+(Rs 35,090/-) Scooty Streak(Rs 42,370/-)
90cc Lightech engine 90cc
Mobile charger socket Mobile Charger with glove box
Easy centre stand Easy Centre Stand
Hydraulic Shock Absorbers Tail lamps and Parking lights
95 kg External fuel fill
5 litres tank capacity
Puncher resistant tires
Table 1: Features of Scooty Pep+ and Scooty Streak
Marketing Mix
Marketing Mix Scooty Pep+ Scooty Streak
Product Scooty pep+ Scooty Streak
Price 35,090(Invoice) 42,370(Invoice)
Place All over India through 3500 All over India through 3500
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authorized dealers authorized dealers
Promotion Advertising, Campaigns,
Publicity
Advertising, Campaigns,
Publicity
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3CET Report on PIONEER TVS, Guntur
Company Customer
Competition
Technology Environment
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Company Profile
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Company:
TVS Motors have a wide network of 3500 dealers across India. PIONEER TVS,
proven to be a strong dealer by capturing most of the market in Guntur and
increased its sales volume such that it can compete with Chennai dealer, RAMKAY
TVS, which occupied first position. PIONEER TVS is also renowned as a top dealer in
the Andhra Pradesh region with high amount of sales in the state.
The showroom was opened in the year 1969 by Mr. Chukkapally Suresh at
Naaz Center. Within a short period of time it could gain a lot prominence and it was
able convince the customers of Guntur in the intended way and was able to
capture the market. Then it could open two more branches in Guntur. The list of
branches for PIONEER TVS is as follows:
PIONEER TVS, Head Office, beside Congress Office, G T Road, Guntur
PIONEER TVS, Branch Office, Lakshmipuram main road, Guntur.
PIONEER Automotives, Opposite Central Plaza, Naaz Center, Guntur.
The hierarchy is quite similar to all the organizations and there are several
departments which can be depicted as ‘SSS’ departments, as these are nothing but
Services department, Spares department and the Sales department and also
Finance Department.
Services Department: The Services department has the following responsibilities:
Has to take care of the servicing for all the bikes from TVS Motors.
There are servicing for new bikes and regular servicing for the old bikes For
the servicing to the new bikes there will not be any charge and the servicing
for old bikes will cost few amount.
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It is also the responsibility of the Services department for the timely and
efficient delivery of the bikes.
There will be coordination with the Sales department and the Spares
Department.
During servicing there will be need for some spare parts. Hence the Services
department will need the help of Spares Department.
The Services department needs the information regarding the bikes whether
it is newly registered and whether free service is applicable or not.
The hierarchy in this department will be Services Manager-Supervisors-
Mechanics.
Spares Department: The Spares Department has the following responsibilities:
It has to take care of all the spare parts of the all models and types of bikes
available and that are running in the market.
Parts procurement, Distribution and Stock Management.
Ware house management
Coordination with principal offices.
Initiating market studies and comparing the prices.
Coordinating with Services and Sales Departments.
Give the details of stock to higher officials day by day.
Giving the orders for spare part as per requirements of Services dept and
the customers and forecasting the future demand.
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Sales Department: The Sales department has the following responsibilities:
Recruiting and employing salesmen and fixing their compensation and
respective territories.
Training the salesmen in knowledge of the goods and in methods of selling
them.
Supervising and directing the sales activities of the men out in the field,
sending them letters and providing helpful information.
Preparing and furnishing equipment for salesmen in the way of samples,
sample cases, price lists, kits, portfolios, or whatever else may be
necessary, depending on the nature of the business and the product or
service sold.
Supervising and checking the expense accounts, route lists, detailed reports
and daily letters of the salesmen.
Determining sales quotas, providing bonuses and prizes, conducting sales
contests and special sales campaigns.
Preparing, or directing the preparation of, sales manuals, or salesmen's
handbooks, giving detailed information about the company, the products,
and the sales principles and methods involved in selling.
Cooperating with the advertising department by helping the salesmen
utilize and sell the company's advertising and aiding them to assist
customers to make use of advertising helps, and by obtaining reports from
the field concerning the reaction to the company's advertising and that of
competitors.
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Cooperating with the production department in the matter of qualities,
quantities, containers, packages, sizes and seasonal goods, and reporting
their reaction on dealers and consumers.
Making investigations of the products or offering to discover new uses and
new appeals to dealer or consumer.
Conducting, or arranging for, special market surveys and analyses of
territories with a view to discovering new markets for the goods or new
methods of developing old markets.
Apart from the above departments there is “Finance Department”
which looks after the finance services that are extended for the customers in
order to buy the product in easy installments. The following are the financiers
who extend finance to the customers:
Shri Ram Finance
Fullerton India
Pioneer Finance
HDFC
The various departments in the organization is monitored by the manager of the
organization and he s directed to report to the Managing Director Mr.
Chukkapally Ramesh. The hierarchy can be depicted in the form of a diagram as
follows:
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Product:Scooty Pep+ & its Features
The TVS Scooty Pep+ is a well popular Scooty on the Indian market by the
TVS bikes in India.
This is a sporty Scooty and it’s popular for its different types of features
but they are also effective too.
It has the lower weigh than any other company or the other Scooty model
of TVS Company.
With auto choke and economic power mode it becomes unparallel of
Scooty market.
This is the best sporty Scooty on Indian market people usually the women
like these scooties most. This bike also gives the facility to charge your
mobile on it and this is a kind of features what usually any Scooty does not
have.
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The TVS Scooty Pep+ has a different type of look what makes it more users
friendly. You can find many colors of it usually five at a time so choosing
any of those will be better to choose the perfect and likely Scooty.
You can even charge your mobile phone while riding on the Scooty. The
storage area has a better look and it has LED light on it to see everything
clear in the storage area. The speedometer of this Scooty is quite easy for
its users.
The overall exterior design of this Scooty is stylish, attractive and elegant.
The central design of this Scooty has extra leverage. And the shock
absorbers are hydraulic that means with these features this TVS Scooty
becomes unparallel.
The shock absorbers are powered by hydraulic system so you can control
this Scooty easily. The engine has a huge horse power of 5 and this is 90 cc
Scooty. The total seating capacity is for two people so you can get your
friend on your ride.
The height is low so it is quite easier for women of small height. Though
this is lighter than it looks like, handling this Scooty is easy for a woman.
The wheels of this Scooty 10” so it will give you extra facility so controlling
this TVS Scooty Pep+ is not a tough jobs this are so much easy.
This TVS Scooty Pep+ has a good comfortable seating and riding system
and the lights of it both headlights and backlights have some extra
ordinary design with full effectiveness so riding at night will not be a
problem.
The braking system of this Scooty is like the bikes braking system with all
modern features so you can feel safe with it. It can run 60 km/L at a speed
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of 60 kph. TVS is one of the leading bike companies in India and they
introduce many new bikes models India every year.
Scooty Streak & its Features
The TVS Scooty Streak is a latest model of TVS motor. When it first
launched the style of it was super. With the new technology the Scooty
Streak looks good.
Anything when is first launched those are not go with fully complete within
style, colors, performance and so one but these are begin to change day by
day.
One day it is possible to get the modern model of that creation. So the
Scooty Streak is developing with the modern technology.
There is a big collection of TVS bikes in India. The TVS company always
wants to have the big amount of their bikes and they also want sell those in
the Indian market. The motor companies are not in back position in India.
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They are increasing with the developed technology. In the past the
conversion of a bike was only a dream but those days are gone, with the
hard working and thinking they are beginning to overcome with their aim.
By this way there is situated the TVS bikes in India.
The Scooty Streak is the symbol of new bikes models in India. The looks of a
scooter are supplementary or fewer retained the similar as vital TVS Scooty
Streak. It will contain the same double stiff and that distinctive muzzle in
front too.
At rest Scooty Streak has a lot of skin texture to persuade the metro-sex
scooter provisions. The mobile steed would be one through a glove package
that’s big sufficient as well as lockable. Scooty Streak as well comes by way
of skid-resistant large categories, so driving on soggy and polished roads
also could be distant from fear.
TVS tweaked the upset assimilation and provided the Scooty Streak whole
aluminum absorbers to provide that bump-free journey on crater-filled
urban roads. You will be liked the seat contour construction and believe it
as single WOW characteristic in the latest TVS Scooty Streak.
Take a seat on it as well as let me identify if you didn’t obtain a feel of
meeting on a motorbike. Then the headlight is tweaked to provide it a
jagged look with the blinkers are currently triangle fashioned and seem as if
they are for new period; appealing cool.
The tail lights are fitted through LEDs, so your series is going to previous for
long for positive. Both of the mirrors are built-in into body-colored borders
so will contain extra appeal.
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The footboard is horizontal and comfortable. Nevertheless, you need to
obtain down if you contain to drive in the oil into TVS Scooty Streak like the
fuel container is put on stern side.
The various ways under which the company is promoting the
products are as follows:
Publicity
Advertising
Conducting Events
Scooty Driving Institute
Through the above means the company is able to create some product and
brand awareness and product awareness. This will help to boost the sales of the
products and will bring some loyal customers and gives a chance for the company
to expose the features of the product in a better way.
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Customers
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Customers :
Customers are very important in any business and they will play a big
role in determining the success of the business. Even their tastes and preferences
will also determine the sales of the product. The main part of selling a product will
start by identifying the target customers. Every product is not meant for everyone
and identifying the target group is must for any company. The target customers for
the Scooty pep+ and Scooty Streak are:
1. Girls of age group (16-24)
2. Working women
3. House wives
Scooty pep+ is targeted to the first time riders. Its weight, comfort,
engine cc and convenience will help the first time riders to learn the driving very
easily and get the expertise in driving. The tag line of the Scooty pep+ is “Every
girl’s first love”. Even the tagline defines the target group of the bike. This also
reveals the importance given to target group by the company.
Scooty Streak is targeted to girls, generally of age 18, working women
and housewives. The bike is comfortable to the ones who are good at driving. The
bike style and toughness also gives importance to the taste and preferences of the
target group.
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Competition
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Competitors
The major competitors for TVS motors in Scotterettes segment are Honda Activa,
Hero Honda Pleasure, and Mahindra Duro. Activa, being the major competitor
grabs a fair amount of market share. The product comparison is as follows….
TVS Scooty Pep+ TVS Scooty StreakTVS Scooty Pep+ Hero Honda PleasureHonda
Activa
CC & Power 90 CC Litech Engine
5 Bhp
90 CC
5 Bhp
102 CC
7 Bhp
102 CC
7 Bhp
Mileage on road (Kmpl)55 55 50 45
Kerb Weight (Kgs) 96 95 104 111
Suspension Synchronized
Suspension with
F -Ceriani type Cast
Aluminum Front
Shocks
R -Triple rated
Hydraulic
spring
Synchronized
Suspension with
F -Ceriani type
R -Triple rated
Hydraulic
spring
F -Bottom link with
Spring loaded
Hydraulic Damper
R – Spring arm
Loaded Hydraulic
Damper
F -Bottom link with
Spring loaded
Hydraulic Damper
R – Unit swing with
spring loaded
Hydraulic damper
Brakes F -110 mm
R -110 mm
F -110 mm
R -110 mm
F – 130 mm
R – 130 mm
F – 130 mm
R – 130 mm
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The market share, net capitalizations of these companies are as shown in the
following diagram:
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Model
Variant
Starting
Wheel Base
Tyre Size
wheel Type
[ - ] Fuel Efficiency
Fuel Economy
Fuel Capacity
Fuel Reserve
Fuel Type
Charging Duration
[ - ] Engine Specification
Engine Type
Displacement
Compression Ratio
Maximum Power
Maximum Torque
Cylinder Bore
Stoke
Ignition
Honda Activa
---
SelfStart KickStart
1238 mm
Front 90/100-10 53J ..
Front 90/100-10 53J Rear 90/100-10
53J
Alloy
52.2 kmpl
6 litre
---
Petrol
---
SingleCylinder AirCo..
SingleCylinder AirCooled OHC
102 cc
9.0:1
7.0@7000 BHP@RPM
7.85@5500 Nm@rpm
50 mm
52 mm
CDI
Tvs Scooty
Streak
Kick, Self start
1230
Front & Rear 90 x90
..
Front & Rear 90
x90 - 10"
ALLOY
40
4.7 lit
0.500
Petrol
---
4 Stroke, Single cyl..
4 Stroke, Single
cylinder forced air
cooled
87.8 cc
---
3.68 kW / (5 bhp) @
..
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[ - ] Dimensions
Length
Height
Width
Clearance
Saddle Height
Curb Weight
Total Weight
Carrying Capacity
Chassis
[ - ] Safety
Brakes
Suspension
[ - ] Drive Train
Clutch
Gear Box
1765 mm
1130 mm
715 mm
145 mm
760 mm
111 kg
---
---
Tubular Underbone
Front Drum, 130 mm D..
Front Drum, 130 mm Dia, Rear Drum,
130 mm Dia
Front Bottom link wi..
Front Bottom link with spring loaded
hydraulic Damper, Rear unti swing with
spring loaded hydraulic damper
---
Vmatic
3.68 kW / (5 bhp) @
6500 rpm
5.8 Nm @ 4000 rpm
51 mm
43 mm
Digital DC CDI
---
---
---
135
---
96
96
---
---
Front & Rear Drum
11..
Front & Rear Drum
110mm
---
Pivoted Clutch
Centr..
Pivoted Clutch
Centrifugally
Operated
Automatic CVT
with torque sensor
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Environment
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Environment:
Business cannot be done in vacuum; hence it is effected by
many sources. Generally, the environment of any business can be classified into:
Micro Environment
Macro Environment
The micro environment is a controllable environment and macro environment is
uncontrollable as it is effected by some forces that are external to the business.
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Micro Environment
The micro environment of any business is controllable because it effected by the forces within the organization and hence it is known as ‘Controllable Environment”. This environment consists of an integral part which is known as the “Internal Environment”. The forces that effect the internal environment are:
Men
Money
Machinery
Materials
The other forces of micro environment are:
Customers
Stakeholders
Suppliers
Macro Environment
The macro environment consists of all those factors that will effect the business externally. They will effect the business indirectly. These factors comprise of:
Political Environment Legal Environment Technological Environment International Environment Socio Cultural Environment
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Technology
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The Technology : Technology plays a key role in any business. It cannot be viewed that
technology replaces man power but reduces the effort of humans and increases the
productivity and efficiency. Due to many technological changes the impact of
technology increased and it began to stand as the winning edge for the companies
and gives competitive advantage to the company. Pioneer TVS is much influenced
by the technology. It uses an ERP program installed by the WIPRO technologies. It
played a key role for reducing the overheads and increasing the efficiency. TVS
Motors is known for technological breakthroughs. The products are also reflections
of new technologies. “Jive” is the best example for this which is the first automatic
clutch motor bike. It is also trying to come out with new look auto rickshaws in
Indian market.
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SWOT Analysis:
Strengths
Huge Sales network(3500 dealers)
Better Sales Service
Market Share
Brand Image
Debt Equity ratio is 0.1
Weaknesses
Most of the products are not suited for rural India
They have big gap between cubic capacities of its products
Reducing market share from few years
Cost of spare parts
Opportunities
Increasing demand for the gear less vehicles
Expansion of markets
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Threats
Strong R&D of the competitors like Bajaj, Yamaha, Honda, e.t.c.
The advancements of the vehicles of other companies are for better when
compared to TVS.
Business Objectives:
Scooty Streak Carnival is a program initiated in order to create some
awareness about the brand TVS Scooty pep+ and Scooty Streak. TVS Motors has
also started a driving institute named, “Scooty Driving Institute”. This institute is
started in order to teach driving and safety rules for driving for women. This costs
500/- per each woman and they will be taught how to drive the scooty on
company’s bike in a spacious ground within a week. In order to promote the
driving institute and the bikes this “Scooty Streak Carnival” is initiated. The target
customers for this program are young ladies and house wives. This program
consists of following tasks:
Campaigning at the colleges and the apartments.
Conducting some games and giving some gifts.
Test Drives for the students and the house wives.
Collecting information of the individuals at the campaign.
Formulating actions and identifying colleges and the apartments.
Getting permissions from the respective colleges and the apartments for
conducting the events.
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Weekly Targets:
The whole process is divided into weekly basis and the process
and the targets for each week are as follows:
Conducting the campaign at 3-4 colleges.
Distributing stickers along with leaflets to children in utmost 2 schools per
week.
Conducting the campaign in 2 apartments (only on weekends).
Collecting information of all the participants and saving them in excel sheets
along with their phone numbers.
Identifying the colleges and apartments for the next week and getting
permissions for them.
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PART-C
ORIENTATIAON REPORT
CONTENTS
1. Introduction
2. Topics Covered Under The Orientation Program
3. Branding Strategies
4. Analysis Of Past Activities
5. Planning For The Activities To Be Carried Out Further
6. Promotional And Advertising Campaigns
7. Situations Handling
8. Group Co- Ordination
9. Understanding Customers Of Different Segments
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Introduction:
The plan is to use a program, “Scooty Streak Carnival” in order to sell 4 bikes
per team member. “Scooty Streak Carnival” is initiated in order to create brand
and product awareness for TVS Scooty Streak and this act as a smooth platform for
the upcoming WEGO.
This programme comprises conducting events in colleges and apartments.
Most part of the program consists of conducting events in colleges. The
target customers in colleges are Intermediate girls and Fresher's in Engineering
Colleges and Degree colleges.
Carnival is conducted in apartments on every Saturday and Sunday.
The program is based on women and the children in the apartments. In
schools we distributed labels along with time tables and pamphlet regarding the
“SCOOTY DRIVING INSTITUTE”.
This is process is directed towards the mothers of the children who will get
information regarding the SCOOTY DRIVING INSTITUTE through the pamphlets
given to their children.
Apart from getting brand awareness this event will also help in creating some
publicity for the “Scooty Driving Institute”. This institute is a driving school for
ladies who wish to learn driving scooties. There will be some lady trainers who
assist the trainees in order to learn the scooties. The pay for this institute is Rs
500/- and this will be given as discount if they wish to buy a Scooty from TVS
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Motors. Hence this event can also be considered as publicity for the “Scooty Driving
Institute”. The plan is to use this program in order to sell 4 bikes per team member.
Topics Covered Under Orientation Program:
Detail history of TVS Motors.
Product knowledge about Scooty pep+ and Scooty Streak.
Target Customers of the Scooties.
Explanation about the event that has to be conducted.
Projecting the results of event to future sales
Corporate training.
Branding Strategies:
As the program is about creating brand awareness, the importance is
more for branding. The strategies for branding are as follows:
A demo tent covered with a banner which consists of brand names, Scooty
Streak and Scooty pep+, address of the showroom, Pioneer TVS and photos of the
brand ambassador, sania Mirza.
Individual banners showing the name of the event, “Scooty Streak Carnival”,
is used at the event venue.
Showcasing the bikes near the demo is also the part of branding.
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Also a banner giving the information regarding the “Scooty Driving Institute”
is a branding strategy.
The games that are conducted like cross words, finding the hidden words and
telling the features of the bikes is also the part of branding.
Even the t-shirts we wear at the event consist of brand names.
Analysis of the Past Activities:
The programme that is being taken up by our team is a new idea
blending innovative thoughts with the ideas of previous programmes that the
company is taking up regularly in its territories. At the orientation program, our
company guide, Mr. G. Naresh Kumar has given an analysis of past activities.
A presentation comprising of the information of all the past events that were
taken up was presented by the company guide.
Detailed analysis about the games that were conducted and that revealed
that the games are only about highlighting the features of the bikes.
This analysis helped us in creating new games like cross words and
identifying the hidden words which consists of names of all the products from TVS
Motors which helps in creating product awareness.
The past event also helped us to understand that the importance behind
entertaining the crowd at the event to make the event success.
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Planning For the Activities to Be Carried Out Further
After the orientation program is completed an action plan is prepared. In
order to complete the target, 22 colleges and 10 apartments were indentified. The
event was planned in such a way that the students and the people in the apartment
will not get vexed through this program. The plan regarding the games was taken
up and we charted out some games that will be entertaining as well as help us in
brand building.
Promotional and Advertising Campaigns
Advertising and promotion are two related marketing tools, both widely used in the
modern world. At first glance, it may be difficult to understand what exactly the
difference between advertising and promotion is, since they both use many of the
same techniques, and apply them for very similar ends. A few things differentiate
advertising and promotion from one another, including the scope of time involved,
overall cost, impact on sales, the purpose, and what kind of companies the
technique is suitable for.
Advertising has at its goal not only an increase in sales in the short- to mid-term,
but also a strengthening of the brand and image of the company and products, to
build long-term sales and consumer loyalty. Advertising is a costly endeavor, and it
can be months or even years before results are seen from a successful ad
campaign. As a result, measuring sales directly from advertising can be difficult,
although overall trends will of course be noticeable. Advertising is, as a result of its
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long-term agenda and high cost, best suited for large companies, or larger medium-
sized companies, which have the budget for comprehensive campaigns, and a
higher interest in building long-term sales.
Promotion, on the other hand, is a more short-term strategy. Although brand-
building may occur as a result of promotions, it is not the point. The only real
purpose of a promotional campaign is to build sales in the short term, either to
move a company back into the black, to build capital reserves for expansion, or as a
long-term strategy of constant promotional pushes to reach sales goals.
Promotions include things like two-for-one specials, coupons in the local or regional
paper, free samples, or special in-store events.
A Promotional Campaign by us in the name of “Scooty Streak Carnival” for a period
of 30-40 days in 22 colleges and 10 apartments. A advertising campaign is taken up
in “Radio Mirchi 98.3 FM”.
Group Co- Ordination
The work taken up was a team work. Hence group coordination plays a key
role in getting the things done. The various activities that are to be coordinated are:
Getting permissions from colleges and apartments.
Adjusting the dates
Preparing the soft copies of the data collected from various colleges and the
apartments.
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Collecting the photos of the event.
Understanding Customers Of Different Segments
In any business, the target customers are very important. Here, the
customers for Scooty pep+ and Scooty Streak will be of three segments:
College going girls, these customers need stylish look, comfort and
convenience. The tastes and preferences of these customers are dynamic.
Working Women, these customers concentrate a lot on the mileage, and
mostly compare the product with other brands.
Housewives, these customers concentrate much on cost and convenience.
Once they begin to believe in a brand the chances for shifting are low.
Targets/Task Set:
The internship comprised of conducting “Scooty Streak Carnival” in
various colleges and apartments and selling 4 Scooty Streak bikes worth 41,000 in
30 days. The “Scooty Streak Carnival” is started as part of brand awareness
programme and to boost the sales. The targets set are as below:
Conducting carnival in 22 colleges
Conducting the event in 10 apartments
Distributing labels in some schools in Guntur.
Selling 4 Scooty Streak bikes.
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Apart from creating brand awareness about Scooty Streak it is also part of our duty
to create publicity about “Scooty Driving Institute”
Strategies Adopted:
The various strategies adopted are similar in both colleges and
apartments. These strategies comprise of:
Conducting slow race and test drives.
Conducting 1 minute games.
Explaining all the features of Scooty Streak and ask conduct a competition on
the features.
Giving gifts and prizes for the audience present.
In apartments, some special games are also conducted for kids.
In the case of schools, the strategies are quite different when compared to schools
and colleges. In case of schools the target customers would be the mothers of the
students and hence labels are distributed to children along with a time table and a
pamphlet which consists of information regarding the “Scooty Driving Institute”.
Performance Analysis:
The target is to conduct to carnival in 22 colleges along with 10
apartments and some schools. The achieved target along with selling 4 Scooty
Streak bikes:
The target was to sell 4 Scooty Streak mopeds in 30 days.
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The achieved target is 4 Scooty Streak mopeds were sold in 30 days.
Achieved the target of conducting the event “Scooty Streak Carnival” in 22
colleges and the list of colleges is:
Abhudaya Inter College
Vignan Degree College Palakalur
Vignan Engineering College
NRI Inter College, Gardens
SIMS college
St.Joseph’s B.E.D College
Chalapathi Institute of Pharmaceutical Sciences
RVR & JC
Christu Jayanthi PG College
Mallineni Lakshmaiah Womens’ Engineering College
Yadava Junior College
Sri Gayatri Academy
KKR & KSR Institute of Technology & Sciences (KITS)
Sree Rama Commerce Academy
TJPS College
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GVR Womens’ Degree & PG College
Mallineni Pharmacy Colleg
Hindu Pharmacy College
Abyudaya Degree College
NRI Inter College, Lakshmipuram
VVIT Engineering College
Donbosco PG College
The target of conducting the event in 10 apartments is completed and the
activity is taken up only on weekends. The list of apartments is:
SITA HOMES
RAMA KRISHNA TOWERS
KEERTHI ENCLAVE
RISHI VALLEY
VENKATA RAMANA ESTATES
SWAMIJI APARTMENTS
RADHA KRISHNA TOWERS
MAHALAKSHMI TOWERS
GOLDEN HOMES
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YAGANTI TOWERS
The following are few schools in which are able to distribute labels. The list of
Schools is:
St. Joseph’s School
Sai Little Public School
Indian Springs
Sri Chaitanya Techno Schools
Sri Poojitha public School
G V K High School
Problems/Limitations/Constraints :
Natural Calamities
Bandh by TDP
Limited budget.
Learning in the Executive Training
o How to create awareness for a product.
o Approaching target customers
o How to expose the features of a product
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o Identifying target group
o Understanding the customer
Awards/rewards received during Executive Training
including earnings:
Received Rs.5000/- as stipend from PIONEER TVS, Guntur and words of
appreciation from our company guide.
Conclusion:
As part of our “SUMMER INTERNSHIP PROGRAM-2010”(SIP-2010), we
worked at PIONEER TVS and we took care about the promotional activities and
building brand awareness to the products, Scooty Streak and Scooty pep+. This
program helped us a lot in learning many things like how to create brand
awareness and the importance of creating brand awareness. This will also help the
company in many ways. This will increase the number of enquiries about the
product and will also increase the sales. This was used as a tool to convert the
latent market into potential market. These promotional programs will not have an
immediate effect on sales but in future the sales volumes will definitely increase
and help the company to capture the market.