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

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10/19/2013

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INTRODUCTION
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 The TVS group was established in 1911 by Sri T.V. Sundaram Iyenger.
 TVS group commands a strong presence in manufacturing of two-wheelers,

auto components and computer peripherals.
 TVS Motor Company's first launch was 50 cc Moped TVS 50 in August 1980.
 TV Sundaram Iyengar and Sons Limited which is the holding company for

the TVS Group of companies.

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INTRODUCTION
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 It is the first Indian company to introduce 100 cc Indo-Japanese

Motorcycles in India in 1984.
 It has grown rapidly since it's beginning to become one of the

prominent two-wheeler manufacturers in India.
 Today TVS is a well-known brand in the field of bike

manufacturing.

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

manufacture of 100 cc motorcycles under the brand name of IndSuzuki Motorcycles. Subsequently, the company changed its
name to TVS Suzuki Ltd.
 However, the collaboration with Suzuki was only for

motorcycles. The collaboration with Suzuki ended in 2001 and
thereafter, the name was changed to TVS Motor Company.

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TVS Motor Company - Mission
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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.


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TVS Motor Company - Vision
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TVS Motor will be responsive to customer requirements
consonant with its core competence and profitability.
TVS Motor will provide total customer satisfaction by giving
the customer the right product, at the right price, at the right time.


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OBJECTIVES
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 TVS Motor will be responsive to customer requirements

consonant with its core competence and profitability.
 Customer satisfaction by giving the customer the right product, at

the right price, at the right time.
 To achieve a significant share for international business in the

total turnover.

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OBJECTIVES
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 TVS Motor believes that people make an organization and

that its well-being is dependent on the commitment and
growth of its people.
 TVS Motor will support and encourage the process of self-

renewal in all its employees and nurture their sense of self
worth.

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OBJECTIVES
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 TVS Motor believes that people make an organization and that its

well-being is dependent on the commitment and growth of its
people.
 TVS Motor strives for long-term relationships of mutual trust and

interdependence with its customers, employees, dealers and
suppliers.


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CORE & AUXILLARY NEEDS
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CORE NEED

AUXILLARY NEEDS

BRANDS

Transportation

Fashion, lifestyle, costly, sporty
look

TVS Apache, TVS
Apache RTR

Transportation

Fuel efficient, economy, mileage,
fashion

TVS Centra

Transportation

New graphics, stylish, eye
catching colors

TVS Victor, TVS Fiero
Fx

Transportation

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

TVS Scooty pep+,
TVS Scooty Streak


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Approaches adopted by TVS
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Orientation

Extent(F,P,N)

Justify

Production concept

Partial

Company recorded the growth.

Product concept

Full

Innovative features like sporty ,
stylish.

Selling Concept

Partial

Level of economic activity.

Marketing Concept

Full

Aims to increase reach of
unrepresented towns of
country.

Societal Concept

Partial

Vision of building self reliant
rural companies.


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TVS Company SWOT Analysis
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Strengths
 Ability to understand customer’s needs and wants
 Recognized and established brand name

 Effective advertising capability


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Weakness
 They have big gap between cubic capacities of its products.
 Its market share is reducing from last few years.

 Bikes are not attractive as compare to there competitors.


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

 Become India’s leader in the scooter market


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


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TVS Brands
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 TVS Apache

 TVS Star city

 TVS Apache RTR 180

 TVS Victor Edge

 TVS Centra

 TVS Victor GLX 125

 TVS Fiero FX

 TVS XL Super

 TVS Flame

 TVS Scooty PEP+

 TVS Scooty Streak

 TVS Star


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Features of TVS Brands
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TVS Apache
 New stylish split grab rail designed ergonomically
 Sporty eye-catching looks
 Lightweight foot pegs
 Designer racing stripes

 Good looking forged brake lever
 Aerodynamic air scoops
 Lightweight & stylish Black alloy wheels
 Digital Speedo console


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

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

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TVS Centra

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 Innovative VTI engine that claims mileage of about 72 km per






liter in city conditions.
Digitally controlled ignition timing and temperature sensors
ensure reliability and fuel efficiency.
Dual mode engine operation - economy and power.
Equipped with fuel wastage reduction system and friction
reduction technology. Power and economy indicator.
Excellent body graphics, superb design, promises style, mileage
and riding comfort
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Punch lines
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TVS BRANDS

PUNCHLINES

TVS Flame

“Set a million hearts aflame”

TVS Victor New GLX125

“As Big As Your Dreams”

TVS Centra

“Fill it once a month Bike”


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Brand Ambassadors
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 TVS signs Sachin as

brand ambassador
 Brand Ambassador for

TVS VICTOR


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Brand Ambassadors
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 Indian Tennis Star Sania

Mirza
 Brand Ambassador For TVS

Scooty Streak


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Brand Ambassadors
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 Indian Cricket Team Captain

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


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Brand Ambassadors
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 Telug Film Star Trisha

Krishnan
 Brand Ambassadors for TVS
Scooty Pep+


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Brand Ambassadors
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 Surya Shiv kumar Telgu

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

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Competitor Analysis
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Industry Competitor
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Industry

Industry Competitors
Bajaj Automobile Ltd

TVS Motors

Hero Honda Motors Limited
Honda Motors
Yamaha Corporation Ltd


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Brand Competitors
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TVS Brands Bajaj Brands

Hero Honda
Brands

Yamaha
Brands

TVS Apache
RTR 180

Bajaj Pulsar DTS

Hero Honda Karizma

Yamaha FZ16

TVS Centra

Bajaj Platina

Hero Honda Splendor

-----

Hero Honda Passion
plus

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Brand Competitors
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TVS Brands

Bajaj Brands

Hero Honda
Brands

Honda
Brands

Bajaj Discover

Hero Honda
Glamour

Honda shine

Bajaj Wave

Hero Honda
Pleasure

Honda Deo

TVS Flame
(125cc)

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


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Competitors Objective
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Objectives of Hero Honda
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 Being the most fuel efficient Company.
 To develop Appropriate product & excellent Quality.
 To Meet the demands of the sophisticated markets in Europe &

America.
 To reach an unassailable pole position in the Indian Two Wheeler
market.
 To maintain high standard of ethics & social responsibilities.
 To meet the quality performances & price aspirations of the
customer.

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

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


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Competitors Strength &
Weakness
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Strengths

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


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Weakness
 Still has no established brand to match Hero Honda's Splendor in

commuter segment.
 Not a global player in spite of huge volumes.
 Not a globally recognizable brand (unlike the JV partner
Kawasaki


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STRENGTHS:
 Hero Honda introduced First stroke bike in the Indian market.
 Hero Honda gives good mileage.

 Huge sale network (3500 Dealers).
 Better sale service.
 It has the highest share in automobile sector.

 It has a good brand image.
 It gives better service for customers.
 Best customer preference.

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WEAKNESS:
 Suppose to be very sophisticated.
 They have big gap between cubic capacities of its products.
 Its market share is reducing from last few years.
 Spare parts are too costly.


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Whom to ATTACK & AVOID??
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Competitors Strong Weak

Bajaj

√

Close

Distant

Good

Bad

Attack

Avoid

-

√

-

√

-

√

-

Hero Honda

√

-

√

-

√

-

√

-

Honda

-

-

-

√

-

-

-

√

Yamaha

-

-

-

√

-

-

-

√


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FOUR P’S
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Product

Price

TVS Apache RTR

Rs. 63,990

TVS Centra

Rs. 34,900-38,000

Dealers

TVS Fiero FX

Rs 45,000 - 50,000

Customers

TVS Flame

Rs.46,000.

Place
Company

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

High/Low/medium

Cultural factors

high

Social factors

medium

Personal factors

high

Psychological factors

medium


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

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

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Evaluate the alternatives
 Buyers prefer various Brands before buying like Fuel Efficient,

sporty looks, fashion etc some of the alternatives are:
 Honda Shine: fuel efficient bike
 Hero Honda Super Splendor/Glamour: Fuel efficient bikes
,comfort
 Bajaj XCD: Fuel efficient bike
 TVS Flame: handsome bike, fashion.

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 Purchase decision

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

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

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10/19/2013

Thank you
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10/19/2013

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

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