Effectiveness of advertisement strategies at tvs mba project reports

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EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY GULAPPANNAVAR TVS MOTOR SL.NO . TOPIC PAGE NO. 1 PART – 1 EXECUTIVE SUMMORY INDUSRTY PROFILE COMPANY PROFILE NEED OF STUADIES OBJECTIVES OF STUDY SCOPE OF THE STUDY METHODOLOGY FINDINGS ,CONCLUSTION & RECUMENDATION 3 3 5 6 7 8 9 10 2 PART – 2 INTRUDUCTION TO THE STUDY INDUSTRI PROFILE 12 14 3 PART – 3 COMPANY PROFILE 34 4 PART – 4 OBJECTIVES OF STUDIES SCOPE OF STUDY METHODOLAGY 39 40 41 5 PART – 5 ANALYSIS AND INTERPRITATION 43 6 PART – 6 FIDINGS,SUGGESTIONS AND CONCLUSION ANNEXURE BIBLOGRAPHY. 61 65 71 Contents BABASAB PATIL Page 1

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Effectiveness of advertisement strategies at tvs mba project reports

Transcript of Effectiveness of advertisement strategies at tvs mba project reports

Page 1: Effectiveness of advertisement strategies at tvs mba project reports

EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY

GULAPPANNAVAR TVS MOTOR

SL.NO. TOPIC PAGE NO.

1 PART – 1EXECUTIVE SUMMORYINDUSRTY PROFILE COMPANY PROFILENEED OF STUADIESOBJECTIVES OF STUDYSCOPE OF THE STUDYMETHODOLOGYFINDINGS ,CONCLUSTION & RECUMENDATION

335678910

2 PART – 2INTRUDUCTION TO THE STUDYINDUSTRI PROFILE

1214

3 PART – 3COMPANY PROFILE

34

4 PART – 4OBJECTIVES OF STUDIESSCOPE OF STUDYMETHODOLAGY

394041

5 PART – 5ANALYSIS AND INTERPRITATION 43

6 PART – 6FIDINGS,SUGGESTIONS AND CONCLUSIONANNEXUREBIBLOGRAPHY.

616571

Contents

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PART – 1

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

EXECUTIVE SUMMARY

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It gives me an immense pleasure to present you this entire project. The topic is “A

STUDY ON EFFECTIVENESS OF ADVERTISEMENT STRATEGIES

IMPLEMENTED BY GULAPPANNAVAR TVS MOTOR COMPANY TO

INCREASE SALES”

The study is undergone at Gulappanavar TVS. The project report focuses

advertisement activity done to increase sales and the types of advertisement done by

Gulappanavar TVS motors.

Industry Profile:

Founder T. V. Sundram Iyengar

Year of Establishment 1911

Industry Automotive - Two Wheelers

Business Group The TVS Group

ProductMotorcycles, Mopeds, Ungearedscooters,

Automotive components

Registered & Head Office TVS Motor Company

Jayalakshmi Estates V Floor 

8, Haddows Road Chennai - 600006 

Ph: 044-28272233 Fax: 044-28257121

Works Post Box No. 4

Harita,Hosur 635 109

Ph: 04344-276780 Fax: 04344-276878

Byathahalli Village, Kadakola Post

Mysore 571 311

Ph: 0821-2596561 Fax: 0821-2596550 / 2596553

Website www.tvsmotor.in

Employees 4000

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The major products

Motorcycles

TVS Ind Suzuki AX 100

TVS MAX 100

TVS Supra

TVS Fiero

TVS Star City

TVS Star Sport

TVS Fiero F2

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COMPANY PROFILE

TV Sundram Iyengar and Sons Limited (TVSs) is the holding company for

the TVS Group of companies engaged in the manufacturing of almost all kinds of

automotive components, two wheelers and a few other industrial products.

TVS Group was established in 1911 by Shri. T.V. Sundaram lyenger. As one if India’s

largest industrial entities it epitomizes Trust, Value and Service.

TVS Motor Company Limited, the third largest two-wheeler manufacture. In India and

among the top ten in the world, with annual turnover of more than $ 1 billion in 2006-

2007, and is the flagship company of the $ 4 billion TVS Group.

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Need for study

The need of the study is conducted is only for organization level. It is for to understand

the advertisement how it effect on,

1. To getting market stage.

2. To producing products

3. To creation of demand and supply.

4. How it make financially strong?

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Objective of the study:

To know the impact of advertisement on its customer

To advice appropriate advertising methods and means to

Gulappanavar Motors Company

To know which advertisement of TVS bikes is more effective on TV

To determine effectiveness of advertisement media used by

Gulappanavar TVS Motors Company

To know to what extent advertisement helps in increasing sales

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Scope of the study:

To know the impact of advertisement on its customer

To know which source of advertisement that suits the organization

To know to at what extent advertisement helps in increasing sales

To know customers perception towards advertisement strategy implemented.

To determine effectiveness of advertisement media used by

Gulappanavar TVS Motors Company

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Methodology:

SAMPLING

Selection of Sample

Sampling allows us to concentrate our attention upon relatively small number of people

and hence devote more energy to ensure that the informational collected from them is

accurate

POPULATION

People from Bailhongal city

SAMPLE FRAME

All the existing customer of TVS bike and potential customer

SAMPLE SIZE

100 Units

SAMPLE METHOD

Convenience and judgmental sampling.

Methodology

Primary Source:

Questionnaire

Unstructured interview

Secondary Source:

Company data through Internet

Organization Report

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Findings

85% respondents watch/read ads everyday and 15% respondents

don’t watch/read ads everyday

50% respondents prefer reading Tarun Bharat and 21%

respondents prefer reading Vijay Karnataka ,17% respondents prefer reading The

Times of India

65% respondents has not come across Bailhongal TVS ads in news

paper and 35% come across ads in news paper

Recommendation

1) Newspaper is the media through which most of the customer could know about

GUIAPPANNAVAR AUTO. So company should emphasis on this mean of

advertisement so as to create awareness

2) To make ads effective company should use celebrities in ads and there should be

action and thrill in ads that attracts viewer

3) Company can think of installing hoarding n prime locations for the visibility

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PART – 2

INTRUDUCTION TO THE STUDY INDUSTRI PROFILE

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INTRODUCTION

We are surrounded by advertising—on television, radio, the Internet, as well as on

roadside hoardings and in printed media. Most of it is more sophisticated than we realize

—almost every professionally produced advertisement is a carefully constructed mixture

of words, images, and symbols, chosen with the aid of experts in consumer psychology.

Understanding how advertisements work

Advertisements, whatever their medium or format, have two purposes:

To inform us of the availability of a product or service, or to give details of an

event

To persuade us, usually to buy something, or to support a cause

Ultimate objective of every organization is to generate sales which will bring revenues to

the company, and increase sales advertisement is one of the means. The advertiser’s

objectives different from the consumer’s.

Ultimately advertiser want consumer to buy and keep

buying their goods and services. To move consumers to action, they must gain their

attention. They must then hold their interest long enough to convince them to change

their purchasing behavior, try their product, and stick with their product.

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Back Ground

TVS Motor Company has one of the most extensive network with over 500 dealers and

2500 Customer touch points.

We are the first in the two-wheeler industry to measure customer satisfaction, audited by

external consultants of international repute.

We have taken care to standardize facilities across all customer touch points. Up

gradation of faculties and continuous improvement in all processes is given importance.

The company also takes an active part in imparting training and capability building in all

areas including sales, service and business management. All our dealers are connected

through the extended network of SAP, ensuring operational efficiency

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Industry Profile:

Founder T. V. Sundram Iyengar

Year of Establishment 1911

Industry Automotive - Two Wheelers

Business Group The TVS Group

ProductMotorcycles, Mopeds, Ungearedscooters, Automotive

components

Registered & Head Office TVS Motor Company

Jayalakshmi Estates V Floor 

8, Haddows Road Chennai - 600006 

Ph: 044-28272233 Fax: 044-28257121

Works Post Box No. 4

Harita,Hosur 635 109

Ph: 04344-276780 Fax: 04344-276878

Byathahalli Village, Kadakola Post

Mysore 571 311

Ph: 0821-2596561 Fax: 0821-2596550 / 2596553

Website www.tvsmotor.in

Employees 4000

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Board of Directors

Venu Srinivasan Chairman & Managing Director

T.K.Balaji Director

T. Kannan   Director

N. Ganga Director

C.R.Dua Director

H. Lakshmanan Director

T. R. Prasad Director

K.S.Bajpai Director

K.N. Radhakrishnan President  

S. G. Murali Sr.Vice President

T.S.Rajagopalan Finance Secretary

Products:

Two Wheelers in India was set up as a joint venture between TVS and Dunlop, UK in

1960. The company supplies wheels as Original Equipment to all major vehicle

manufacturers in the country. Wheels India is entering into collaboration with Titan, the

world leader in off-highway vehicle wheels relating to earthmoving, construction and

agricultural equipment. Manufacturing Plants are located at Chennai, Tamil Nadu,

Rampur, UP and Ranjangaon, Maharashtra. Wheels India has a workforce of 100.

Products and Service

Wheels for commercial vehicle, cars, jeeps, tractors construction equipment / earth mover

and defense vehicle, wire wheels for export and air suspension systems for commercial

vehicle.

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The major products

Motorcycles

TVS Ind Suzuki AX 100

TVS MAX 100

TVS Supra

TVS Fiero

TVS Star City

TVS Star Sport

TVS Fiero F2

TVS Victor (110 cc)

TVS Victor GLX (125 cc)

TVS Flame (125 cc,ccvti technology)

TVS Apache RTR 160

TVS Apache RTR 160 EFI (Electronic Fuel Injection)

Scooters

Spectra Dx (150 cc)

Spectra Ax (150 cc)

Scooterettes

TVS Scooty KS (60 cc)

TVS Scooty Pep (75 cc)

TVS Scooty Pep + (90 cc)

TVS Teenz

TVS Scooty Wimbledon collection

Launched Models:

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1. India’s first 2 seater 50cc Moped TVS 50, launched in Aug 1980.

2. First Indian Company to introduce 100cc Indo-Japanese motorcycles in Sept

1984.

3. Launched India’s first indigenous Scooterette (sub-100 cc variomatic scooters),

TVS Scooty in June 1994.

4. Introduced India’s first catalytic converter enabled motorcycle, the 110cc Shogun

in Dec 1996.

5. Launched India’s first 5-speed motorcycle, the Shoaling in Oct 1997.

6. Launched TVS Fiero, India’s first 150 cc, 4 stroke motorcycle, in April 2000.

7. Launched TVS Centra in January 2004, a world-class 4-stroke 100 cc motorcycle

with the revolutionary VT-I Engines for best-in-class mileage.

8. Launched TVS Star in Sept 2004, a 100 a motorcycle which is ideal for rough

terrain, followed by TVS Star Sport & Star Delux

Products:

TVS Victor

4-Stroke, 125cc, performance motorcycle with VT-I technology.

TVS Apache: 4-Stroke, 150cc high performance motorcycle.

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TVS Scooty: 4-Stroke, 90cc scooterette for the new generation.

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TVS Centra: 4-Stroke, 150cc premium performance motorcycle.

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TVS Star: 4-Stroke, 100cc value for money economy motorcycle for good mileage and

rugged terrain.

• TVS Flame (125 cc,ccvti technology)

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Subsidiaries of TVS Group :

TV Sundaram lyengar and Sons Limited operates through the three following divisions:

TVS Sundaram Motors Madras Auto Service

1. TVS and Sons distribute Heavy duty Commercial Vehicles, Jeeps and Cars. It

represents premier automotive companies like Ashok Leyland, Mahindra and

Mahindra ltd. Fiat and Honda. It also distributes automotive spare parts for

several leading manufacturers.

2. TVS & Sons has grown into a leading logistics solution provider and has set up

state-of-the-art warehouse all over the country. It has also diversified into

distributing Garage equipment that ranges from paint booths to engine analyses

and industrial products.

3. Sundaram Brake Linings Limited- First Indian company to manufacture asbestos-

free brake linings, woven clutch facings and disc pads for automotive

applications.

4. Sundaram Fasteners Limited- India’s largest manufacturer of radiator caps to GM

in USA.

5. Sundaram Finance Limited – Leading consumer finance company in India.

6. Sundaram Industries Limited - with a reputation built over five decades,

comprises several division: custom molded rubber products, tyre service and

coach building. Also specializes in refrigerated trucks and bunk beds.

7. Sundaram Clayton Limited - Sundaram Clayton Limited was established in 1962

in collaboration with Clayton Dewandre Holdings Plc. (WABCO Automotive)

pioneering the manufacture of air brake systems in India. SCL enjoys a major

share of the Indian OEM market as well as the domestic aftermarket, which it

caters to through a strong and well spread-out distribution network SCL-Brakes

division is the first company in India and fourth company outside Japan to win the

Deming award for achieving distinctive performance improvements through

TQM.

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8. Sundaram Motors – Major dealer for Indian and foreign cars in South India and

foreign cars in South India. Established in 1966, Sundaram Fasteners Limited

(SFL) is today the largest manufacturer of high tensile fasteners in India. SFL is

also the principal supplier of radiator caps to General Motors, North America.

Powder metal parts include rotors & gears, shock absorber components, value

train components, structural components and bushes. Cold extruded parts include

gear blanks transmission parts, cams, starter sleeves & pinions and CV joint parts.

The radiator caps range includes oil filter caps and fuel filter caps, both metallic

and plastic.

.

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Supply Chain Management

Forming the inner of the extended TVS family; our suppliers are involved at every stage

of product development.

We extend core values and best practices to all our suppliers. Through continuous

training forums we impart TPM (Total Productivity Maintenance) and JIT (Just in Time)

practices.

TVS suppliers are committed to quality through continuous improvement and up

gradation of processes. This has helped them obtain prestigious international

certifications like ISO 9000, QS 9000 & TS 16949.

The TVS Motor Company R&D team has a strong pool of technical talent supported by

state-of-the-art infrastructure capable of developing new and innovative designs.

Currently, more than 400 engineers work on developing radically new products and

cutting edge engine technologies. Our R&D team has developed the revolutionary

Variable Timing Intelligent (VT-i) Engines, one of the most innovative technologies

developed in the two wheeler industry.

TVS R&D Engineers have published multiple technical papers in international

conferences on engine and vehicle technologies. They also have a number of patents to

their credit.

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Quality is the way of life

At TVS Motor Company, every department works in tandem to produce quality product.

The people from the pillars of support, strengthening the overall quality standards and

moving towards total customer satisfaction.

In our quest to achieves world class levels in quality as well as improvements in design

and processes, the company has formed special task forces to monitor quality related

performance. The basis tents of TQM, including daily work management, Policy

management, Kaizen (continuous improvement), training and standardization are

followed across our organization.

Acknowledges by the Japanese for Quality. We at TVS Motor Company are proud to

have been awarded the prestigious and coveted Deming Prize, instituted by JUSE (Union

of Japanese Scientists and Engineers). TVS Motor Company in the only 2-wheeler

company in the world to have received this award.

TVS Motor Company was also awarded the prestigious “TPM Excellence award First

category” by Japan Institute of Plant Maintenance (JIPM), rated as the benchmark in

TPM excellence in India.

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Social responsibility :

This extended arm of the company believes in social responsibility and has involved

itself in several community development initiatives that have significantly improved the

standard of living of the people in 51 villages across the country.

Economic development

The program enables people below the poverty line these adopted villages to earn their

livelihood by involving them in activities that generate income.

Health

Health is one of the main focus areas of the Srinivasan Service Trust. Dental care camps;

eye camps, health check-up and nutrition programs are conducted. The initiative also

focuses on primary health, maternal health, child-care and leprosy eradication.

Infrastructure Development

The Company is actively in the community development of the villages by providing

infrastructure facilities such as housing, sanitation, roads drains, bus shelters, medical

centre and natural resources management.

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Rebuilding Quake Hit Villages

Suppurated by Rural Research & Development Society and Kutch Nave Nirman

Abhiyan, the Company has rebuilt “Goyersama” a village in the District of Gujarat,

which was hit by an earthquake of unprecedented scale and magnitude on 26th Jan 2001.

Education and literacy

In addition to providing infrastructure facilities like new building for school, the

Company helps establish computer education programs for school children. The

Srinivasan Service Trust has successfully achieved 98% primary school enrollment in the

adopted villages.

The performance in January 2006 represents the shape of things to come in the coming

months. While the performance of new brands launched last year, in particular, StaR City

continue to beat expectations, TVS Apache, the new 150 cc motorcycle in the premium

segment promises to be a winner as it has already won several coveted awards for its

overall performance and style.

TVS Star City is amongst the few bikes that have crossed the sale of 50,000 units per

month StaR City has enabled the company to make significant inroads in the economy

segment of the motorcycle market.

TVS Scooty recorded 17,957 units in January 2006 compared to 14,724 units in the same

period last year recording a growth of 22% Scooty Pep+ won the best “Scooter of the

year award 2006” by OVERDRIVE and it continues to be a dominant player in the

unguard scooter category.

In the export front, TVS Motor Company continued its robust performance having

exported 6,374 units in January 2006. Exports recorded a growth of 147% compared to

the same period last year.

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Awards:

TVS APACHE bages 5 coveted awards by leading Auto Magazines

“Bike of the Year”

CNBC-TC18 AUTOCAR AWARDS 2006

“Bike of the Year”

OVERDRIVE Awards 2006

“Bike of the Year”

Business Standard Motoring Awards 2006

“Indigenous design of the year”

OVERDRIVE Awards 2006

“Design of The year 2006-Two wheeler”

BBC Top Gear design awards 2006

“Design of the Year- Concept Vehicles”

Top Gear design awards 2008

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Strategy:

CONSOLIDATION is the current theme at TVS Motor. In the intervening period that is,

before new models are rolled out – the company seems to be truing to refocus and offer

potential customers more choice with the launch of new variants under the existing

badges.

The new variants have been fine-tuned based on customer feedback. They will attempt to

offer more value to the customer, even as competitors have been nibbling away at the

company’s market share.

The new variants are basically spruced up versions of bikes that have either been

performing below expectations or attracting customers only in specific markets.

So, the obvious two to get the cosmetologist treatment are the TVS Victor GX and the

Star.

The 110cc Victor GX was not finding many takers from either the 100cc or the 125cc

segments. Designed to attract the entry-level bike buyer interested in a bit more of power

and style, the Victor GX (and for that matter the GLX) has not been able to stir up the

same level of interest among potential customers that the original Victor had managed to

do.

Now, TVS is replacing the Victor GX with newly developed Victor Edge, and the

principal change is the heart transplant. The old 110cc engine has been hauled out and a

slightly tweaked version of the GLX’s 125cc engine has been in its place.

The new, fine-tuned 125cc engine delivers a higher 9.2 bhp of peak power against the 8.1

bhp that the earlier 110cc engine managed.

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The extra power should give the Edge an advantage in the premium entry-level bikes

category. However, TVS has not chosen to replace the four-speed gearbox with a Five-

speed shifter, a feature that more bikes in this segment want as part of the package.

The Victor Edge’s engine performance has been aided by a roller cam follower for

reducing friction losses, and this is expected to improve fuel-efficiency. The engine also

features larger valves and a reworked air-box for better sir induction.

Overall, the changes boost peak torque to a high 10 Nm at a low 4,000 rpm.

The Edge also features changes to the chassis, including an increased wheelbase and a

new box section swing arm for greater stability and better maneuverability, handling and

ride. The Edge’s wheelbase has been increased from 1,200mm to 1,240mm, and comes

with gas filled shock absorber at the rear.

The other additions are optional alloy wheels and disc brakes, new dual tone side panel

stickers with five color theme options, enhanced grip levers for better feel, and slightly

reworked switchgear that feels more study and reliable.

The Edge is priced at Rs. 40,990 (ex-showroom, Chennai).

Along with the launch of the Victor edge, TVS has unveiled a new version of the

company’s barebones, entry-level 100cc bike.

The Star (spelt as StaR) had replaced TVS’ long standing two-stroke entry-level bike

series – the erstwhile Max 100 and Max 100R – last year.

After the launch of the Star DLX, the slightly jazzed-up version of the basic stripped

down model, the TVS Star City, launched earlier this month, will now attempt to offer

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the entry-level biker who wants to continue to stick within the bounds of this segment, a

bit more style and finish.

The Star City will target a potential, fuel-efficiency conscious 100cc bike buyer who live

in the city and will be willing to pay a marginally higher price for more features and

better looks and finish quality.

With that target audience, the bike is being offered with a new headlamp fairing and

halogen bulb combo, easy-to-read instrumentation with a new blue backlight, push-cancel

indicator switches, new spring shock absorbers with a hand-operated pre-load adjustment

lever and a new sporty silencer and heat shield combo that feature the same diagonally

chopped-off design that Yamaha first brought to the market.

Seat width on the Star City has also been increased slightly to improve ride comfort for

long distance travel. The roller cam follower technology that TVS first adopted in the

Centra has been inducted into the Star City for friction reduction and increased mileage.

The bike will also sport a new, more rigid, reinforced chassis frame and wider three-inch

tyers at the rear for improved stability and road holding.

Dual tone colors are also being offered and TVS will soon launch a new advertising

campaign for all its three new variants-Sciity Pep+, Victor Edge and the Star City.

There was a time, not long ago, when a two-wheeler meant a Bajaj Chetak or an LML

Vespa. In the past five years or so, sales of motorcycles have outstripped sales of nearly

all other two-wheelers.

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Consumer preferences have shifted in favour of motorbikes and though this is partly

related to price factors, it is also due to the fact that motorcycles are actually being seen

as better vehicles than the heavy and unwieldy geared scooters.

The sales tax rationalization that took place in the 2001 budget resulted in scooters

becoming more expensive than before. In addition the government began to enforce strict

Euro-emission norms which forced scooter manufacturers to install catalytic converters in

existing vehicles or to go in for four-stroke engines to reduce pollution, thus adding to the

costs of scooters. But, fortuitously, motorcycles were already in tandem with these new

norms.

Motorcycle, being more suited for commuting than any other vehicle, combines a variety

of factors such as comfort, ability to handle bad roads and intrinsic stability. All this

makes it extremely suitable for the Indian market.

Here comes gearless but, curiously enough, in the past one year the scooter has not only

back, but is surging ahead in sales-and this time it is sleeker, lighter and, most

importantly, without gears. Indeed, in a number of B and C cities and small towns across

India, women and teenagers are taking to gearless scooters like “ducks to water”.

It’s easy to see why. Gearless scooters are light and easy to handle, have sufficient

compartments to carry goods and go easy on fuel, much like mopeds, with their almost

legendary fuel-saving ability.

In fact, in recent times, auto industry experts say there has been a discernible shift of

buyers from mopeds to gearless scooters as the latter cost just a coupe of thousand more

and come with sturdier bodies and better looks.

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Around two year ago when sales of geared scooters started falling, a number of

companies led by Honda Motor and Scooters India, which did not have a motorbike

model in the market, launched gearless scooters in an effort to grow this segment.

The gearless scoters segment (75-125 cc) comprises four major players: Honda with the

Active and the Dio; Kinetic with the Zoom and the Nova; Bajaj with the Sunny and the

Saffire; and TVS with the Scooty.

Future Focus

In the future TVS Motor Company will be one among the top two 2 wheeler companies

in India and one among the top five 2-wheeler companies in Asia.

We will have profitable operations overseas, especially in Asian markets, capitalizing on

our expertise in the areas of manufacturing, technology and marketing. The Company

will hone and sustain its cutting edge of technology by constant benchmarking against

international leaders. TQM will be a way of life and guide all our endeavors.

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PART – 3

COMPANY PROFILE

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COMPANY PROFILE

TV Sundram Iyengar and Sons Limited (TVSs) is the holding company for the TVS

Group of companies engaged in the manufacturing of almost all kinds of automotive

components, two wheelers and a few other industrial products.

TVS Group was established in 1911 by Shri. T.V. Sundaram lyenger. As one if India’s

largest industrial entities it epitomizes Trust, Value and Service.

TVS Motor Company Limited, the third largest two-wheeler manufacture. In India and

among the top ten in the world, with annual turnover of more than $ 1 billion in 2006-

2007, and is the flagship company of the $ 4 billion TVS Group.

The company has 4 plants - located at Hosur and Mysore in South India, in Himachal

Pradesh, North India and one at Indonesia. The company has a production capacity of

300 thousand units a year.

The year 1980 is one to be remembered for the Indian two-wheeler industry, with the roll

out of TVS 50, India’s first two-seater moped that ushered in an era of affordable

personal transportation. For the Indian Automobile sector, it was a break through to be

etched in history.

TVS Motor Company is the first two-wheeler manufacture in the world to be honored

with the hallmark of Japanese Quality –The Deming Prize for Total Quality

Management.

TVS Motor Company Limited is one of the largest two-wheeler manufactures and also

among the fastest growing companies in the country. It is the largest manufacturer of sub

100cc (50cc, 60cc & 70cc category) 2-wheeler in the world.

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It has the unique distinction of having sold nearly 4 million the highest ever in India. It

exports its range of products to 17 countries worldwide. Its unrelenting pursuit of

customer satisfaction in all aspects if manufacturing of 2-wheeler is reflected in over 6

million satisfied owners of mopeds, motorcycles and scooters. Its 4000 highly motivated

employees manufacture high quality vehicles from two manufacturing plants in Hosur

and Mysore, with a wide dealer network of around 410.

TVS Motor's strength lies in design and development of new products - the latest launch

of 7 products on the same day seen as a first in automotive history. They at TVS deliver

total customer satisfaction by anticipating customer need and presenting quality vehicles

at the right time and at the right price. The customer and his ever changing need is our

continuous source of inspiration.

Vision of the company

“We are committed to being a highly profitable, socially responsible, and leading

manufacturer of high value for money, environmentally friendly, lifetime personal

transportation products under the TVS brand, for customers predominantly in Asian

markets and to provide fulfillment and prosperity for employees, dealers and suppliers.”

TVS Group Companies

Sundaram Brake Linings

Sundaram Fastners

Southern Roadways

Sundaram Finance

Sundharams Private Limited

COMPANY PROFILE

Name of the Company : GUIAPPANNAVAR AUTO LTD

Address of the company : GUIAPPANNAVAR AUTO LTD

Vidhy nagar Bailhongal-591102

Year of Establishment : July 1998

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Management Profile

Managing director and Chairman Mr. R.M .Patil

Sales Manager Mr. Mustaq

Service Station Manager Mr. Sanjeev H

Office staff

Sales Executives 1) Mr. Asif

2) Mr. Mahesh

Work shop Supervisor 1)Mr. Laxmikanth

2)Mr. Chandru

Cashier Mr. Lingappa

Receptionist Miss. Roopali

Store keeper Miss. Savitri

Mechanics 1) Umesh

2) Madan

3) Madhu

4) Girish

Departments

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Sales department:

This department of the sales manager under whom are sales executives. The sale

executives are the people who help the customers to provide the necessary information

regarding their product. They are the key people who convince the customers to buy their

product. This department is responsible for the sales of their product.

Spares Department:

Spares department consist of a manager who looks after all the transaction carried

out in the spare department. This department holds the spares of the TVS bikes. Under

the manager they are employees who are responsible for the carrying out the sales of the

spares and maintaining the records of the transactions.

Accounts department:

This department also consists of manager under whom there are other accountants

working. This department is responsible for maintaining the financial transactions carried

out within the organization. Maintaining the financial transactions, during the duay are to

be recorded by the accounts department.

Pre-delivery inspection:

This department consists of a PDI in charge under whom there are technician

working. The department is the responsible for checking the bike and making it ready

before the delivery is made.

Work station:

This department is responsible for the maintenance and servicing of the bikes. In

this department there is a service manager, under whom are supervisors or service

advisors. Under the supervisor are the technicians who service the bikes that have come

for servicing.

There are the departments within the organization who have to report to the ex-

director of the organization.

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PART – 4

RESARCH METHODOLAGY

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Objective of the study:

To know the impact of advertisement on its customer

To advice appropriate advertising methods and means to

Gulappanavar Motors Company

To know which advertisement of TVS bikes is more effective on TV

To determine effectiveness of advertisement media used by

Gulappanavar TVS Motors Company

To know to what extent advertisement helps in increasing sales

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Scope of the study:

To know the impact of advertisement on its customer

To know which source of advertisement that suits the organization

To know to at what extent advertisement helps in increasing sales

To know customers perception towards advertisement strategy implemented.

To determine effectiveness of advertisement media used by

Gulappanavar TVS Motors Company

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Methodology

SAMPLING

Selection of Sample

Sampling allows us to concentrate our attention upon relatively small number of people

and hence devote more energy to ensure that the informational collected from them is

accurate

POPULATION

People from Bailhongal city

SAMPLE FRAME

All the existing customer of TVS bike and potential customer

SAMPLE SIZE

100 Units

SAMPLE METHOD

Convenience and judgmental sampling.

DATA COLLECION APPROACH:

Primary Source:

Questionnaire

Unstructured interview

Secondary Source:

Company data through Internet

Organization Report

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PART – 5

Analysis and Interpretation:

Analysis and Interpretation:

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

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I bought/would like to buy TVS bike because of

19 19.0 19.0 19.0

39 39.0 39.0 58.0

12 12.0 12.0 70.0

30 30.0 30.0 100.0

100 100.0 100.0

Advertisement

Low price

Bramd name

Fuel Maintenance

Total

ValidFrequency Percent Valid Percent

CumulativePercent

I bought/would like to buy TVS bike because of

I bought/would like to buy TVS bike because of

Fuel Maintenance

Bramd name

Low price

Advertisement

Fre

qu

en

cy

50

40

30

20

10

0

30

12

39

19

19 respondents say they bought/like to buy TVS bike because of Ads

39 respondents say they bought/like to buy TVS bike because of Low price

12 respondents say they bought/like to buy TVS bike because of Brand name

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30 respondents say they bought/like to buy TVS bike because of Fuel

Maintenance

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

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The graph reveals that 72 respondents are aware of others dealers and distributors of

TVS bikes in Bailhongal and 28 are not aware. This means that awareness level of TVS

bikes in Baihongal is high but there is scope for further improvement.

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

BABASAB PATIL Page 45

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

72 72.0 72.0 72.0

28 28.0 28.0 100.0

100 100.0 100.0

yes

no

Total

ValidFrequency Percent Valid Percent

CumulativePercent

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

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

noyes

Fre

que

ncy

80

60

40

20

0

28

72

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

20 20.0 20.0 20.0

40 40.0 40.0 60.0

9 9.0 9.0 69.0

10 10.0 10.0 79.0

14 14.0 14.0 93.0

7 7.0 7.0 100.0

100 100.0 100.0

Road shows

News paper

Fairs

TV ads

Sales person

Hoardings

Total

ValidFrequency Percent Valid Percent

CumulativePercent

Hoardings

Sales Persons

Leaflets

TV Ads

Fairs

Newspaper

Road shows

Fre

qu

en

cy

30

20

10

0

20

7

15

7

9

28

14

20 respondents say they know the dealers through the Road shows

40 respondents say they know the dealers through the News paper

9 respondents say they know the dealers through the Fairs

10 respondents say they know the dealers through the TV ads

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14 respondents say they know the dealers through the Sales person

7 respondents say they know the dealers through the Hoardings

04] Do you watch /read advertisement?

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Do you watch /read advertisement?

85 85.0 85.0 85.0

15 15.0 15.0 100.0

100 100.0 100.0

yes

no

Total

ValidFrequency Percent Valid Percent

CumulativePercent

Do you watch /read advertisement?

Do you watch /read advertisement?

noyes

Fre

qu

en

cy

100

80

60

40

20

0

15

85

The graph shows that 85 respondents likes to read /watch the

advertisement, and

15 not likes to read /watch the advertisement.

05] Which news paper you prefer reading?

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Which news paper you prefer reading?

50 50.0 50.0 50.0

21 21.0 21.0 71.0

7 7.0 7.0 78.0

5 5.0 5.0 83.0

17 17.0 17.0 100.0

100 100.0 100.0

Tarun Bharat

Vijay Karnataka

Deccan Herald

Prajawani

The Times of India

Total

ValidFrequency Percent Valid Percent

CumulativePercent

Which news paper you prefer reading?

Which news paper you prefer reading?

The Times of India

Prajawani

Deccan Herald

Vijay Karnataka

Tarun Bharat

Fre

qu

en

cy

60

50

40

30

20

10

0

17

57

21

50

50 respondents say they Prefer to read Tarun Bharat

21 respondents say they Prefer to read Vijay Karnataka

7 respondents say they Prefer to read Deccan Herald

5 respondents say they Prefer to read Prajawani

17 respondents say they Prefer to read The Times of India

06] Have you come across any ads of GUIAPPANNAVAR AUTO LTD in news

paper which you read?

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The graph shows that 65 respondents have not seen any ads

GUIAPPANNAVAR AUTO LTD of TVS motors in news paper , and

30 respondents have seen the ads

07] Which ad of TVS does you like in TV?

BABASAB PATIL Page 50

Have you come across any ads of Gulappanavar Auto LTD in news paperwhich you read?

35 35.0 35.0 35.0

65 65.0 65.0 100.0

100 100.0 100.0

yes

no

Total

ValidFrequency Percent Valid Percent

CumulativePercent

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

noyes

Fre

que

ncy

70

60

50

40

30

20

10

0

65

35

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Which ad of TVS does you like in TV?

6 6.0 6.0 6.0

40 40.0 40.0 46.0

5 5.0 5.0 51.0

25 25.0 25.0 76.0

20 20.0 20.0 96.0

4 4.0 4.0 100.0

100 100.0 100.0

Victor GL

Scooty pep

Star city

Flame

Apache

TVS star

Total

ValidFrequency Percent Valid Percent

CumulativePercent

Which ad of TVS does you like in TV?

Which ad of TVS does you like in TV?

TVS starApacheFlameStar cityScooty pepVictor GL

Fre

qu

en

cy

50

40

30

20

10

0 4

20

25

5

40

6

6 respondents say they like advertisements of Victor GL bike

40 respondents say they like advertisements of Scooty pep

5 respondents say they like advertisements of Star city bike

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25 respondents say they like advertisements of Flame bike

20 respondents say they like advertisements of Apache bike

4 respondents say they like advertisements of TVS star bike .

08] I like ad of above, because of

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I like ad of above, because of

50 50.0 50.0 50.0

33 33.0 33.0 83.0

12 12.0 12.0 95.0

5 5.0 5.0 100.0

100 100.0 100.0

Celebrities

Humor

Action

Thriller

Total

ValidFrequency Percent Valid Percent

CumulativePercent

I like ad of above, because of

I like ad of above, because of

ThrillerActionHumorCelebrities

Fre

qu

en

cy

60

50

40

30

20

10

0 5

12

33

50

50 respondents say they like advertisements because of celebrities.

33 respondents say they like advertisements because of Humor.

12 respondents say they like advertisements because of Action.

5 respondents say they like advertisements because of Thriller.

09] After watching the ads what were your reactions

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After watching the ads what were your reactions

19 19.0 19.0 19.0

21 21.0 21.0 40.0

20 20.0 20.0 60.0

3 3.0 3.0 63.0

37 37.0 37.0 100.0

100 100.0 100.0

Called the dealer

Visit the dealer

Gathered moreinformation fromfriends/ others

Browse the internet

No action

Total

ValidFrequency Percent Valid Percent

CumulativePercent

After watching the ads what were your reactions

After watching the ads what were your reactions

No action

Browse the internet

Gathered more inform

Visit the dealer

Called the dealer

Fre

qu

en

cy

40

30

20

10

0

37

3

202119

After watching the add

14 respondents preferred to call the dealer.

21 respondents preferred to visit the dealer.

20 respondents preferred to gathered more information from friends/others.

3 respondents preferred to browse the internet

37 respondents did not take any Action.

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

Bailhongal?

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The graph shows that 70 respondents have not seen any Hoarding of,

GUIAPPANNAVAR AUTO LTD and

30 respondents have seen the Hoarding.

11] I would buy at above dealers point because

BABASAB PATIL Page 55

Have you seen any Hoardings of Gulappanavar auto baihongal?

30 30.0 30.0 30.0

70 70.0 70.0 100.0

100 100.0 100.0

yes

no

Total

ValidFrequency Percent Valid Percent

CumulativePercent

Have you seen any Hoardings of Gulappanavar auto in bailhongal?

Have you seen any Hoardings of Gulappanavar auto bailhongal?

noyes

Fre

quen

cy

80

60

40

20

0

70

30

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I would buy at above dealers point because

39 39.0 39.0 39.0

14 14.0 14.0 53.0

10 10.0 10.0 63.0

37 37.0 37.0 100.0

100 100.0 100.0

The sales people aregood

Quality of service andresponsive is very good

Easy financeassistance is available

After sales, service isgood

Total

ValidFrequency Percent Valid Percent

CumulativePercent

I would buy at above dealers point because

I would buy at above dealers point because

After sales, service

Easy finance assista

Quality of service a

The sales people are

Fre

qu

en

cy

50

40

30

20

10

0

37

10

14

39

39 respondents say they would buy at mentioned dealer because sales person are

good

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14 respondents say they would buy at mentioned dealer because quality of

service is very good

10 respondents say they would buy at mentioned dealer because easy finance is

available

37 respondents say they would buy at mentioned dealer because after sales

service is good .

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12] Which sources of advertisement according to you would be more effective in

Bailhongal city for sale of bikes?

Which sources of advertisement according to you would be more effective

Which sources of advertisement according to you would be more effective

Hoardings

Sales Persons

Leaflets

TV Ads

Fairs

Newspaper

Road shows

Fre

qu

en

cy

30

20

10

0

20

7

15

7

9

28

14

The graph shows that:

BABASAB PATIL Page 58

Which sources of advertisement according to you would be more effective in Bailhongal city for sale of bikes?

14 14.0 14.0 14.0

28 28.0 28.0 42.0

9 9.0 9.0 51.0

7 7.0 7.0 58.0

15 15.0 15.0 73.0

7 7.0 7.0 80.0

20 20.0 20.0 100.0

100 100.0 100.0

Road shows

Newspaper

Fairs

TV Ads

Leaflets

Sales Persons

Hoardings

Total

ValidFrequency Percent Valid Percent

CumulativePercent

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14 respondents feel that the road shows would be more effective in Bailhongal

for the sale of bikes.

28 respondents say newspaper would be more effective.

9 respondents say fairs would be more effective.

7 respondents say TV ads would be more effective.

15 of the respondents say leaflets would be more effective.

7 of the respondents say sales persons would be more effective.

20 of the respondents say Hoardings would be more effective

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PART – 6

FIDINGS,SUGGESTIONS AND CONCLUSION BIBLOGRAPHY.

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FINDINGS

The criteria on the basis of which respondents bought TVS bike is low price

as said by 39% of respondent , followed by fuel efficiency is 30%

72% respondents said they are aware of other dealers/distributors of TVS

bikes in Bailhongal , 28% respondents are not aware

Sources through which respondents came to know about GulappanavarTVS

MOTORS

o Road shows 20%

o Newspaper 40%

o Fairs 9%

o TV ads 10%

o Sales person 14%

o Hoardings 7%

85% respondents watch/read ads everyday and 15% respondents

don’t watch/read ads everyday

50% respondents prefer reading Tarun Bharat and 21%

respondents prefer reading Vijay Karnataka ,17% respondents prefer reading The

Times of India

65% respondents has not come across Bailhongal TVS ads in news

paper and 35% come across ads in news paper

40% respondents like Scotty pep ad in TV and 25% respondents

like flame

followed by 20% respondents like Apache

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50% respondents like the above ad in TV because of

celebrities ,33% respondents like because of humor

After watching the ad 19% of the respondents preferred to called

the dealer, 20 % of the respondents preferred to gathered more information

from friends/others,37% respondents has not taken any action

70% respondents have not seen the hoardings of, GUIAPPANNAVAR AUTO

Vidhya Nagar in Bailhongal only 30% respondents have seen the hoardings

14% of the respondents feel that the road shows would be more

effective in Bailhongal for the sale of bikes, 28% of the respondents say

newspaper would be more effective, 7% of the respondents say TV ads

would be more effective,20% of the respondents feels hoardings are more

effective

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CONCLUSION

GUIAPPANNAVAR AUTO is an only TVS bike showroom in Vidhya Nagar in

Bailhongal

TVS two wheeler is a well known two wheeler manufacturing company in India.

TVS Victor and Apache are the most technically sophisticated bikes. TVS pep, TVS pep

Wimbledon is the most demanding bike. TVS Flame is the new launched bike

Gulappannavar auto established on July 1998.It has record of selling

more than 1200 bikes in short period of time .It offers better service to satisfy every

customer

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Recommendation

1) Newspaper is the media through which most of the customer could know about

GUIAPPANNAVAR AUTO. So company should emphasis on this mean of

advertisement so as to create awareness

2) To make ads effective company should use celebrities in ads and there should be

action and thrill in ads that attracts viewer

3) Company can think of installing hoarding n prime locations for the visibility

4) The company should spend more on advertisement that is news paper, hoardings, road

shows, local TV spot networks. The company should try to attract the attention of the

customer towards the advertisement

5) Gulappanavar TVS motors should involve as many as financial partners for easy

finance assistance to the customer

6) Gulappanavar TVS motors can still improve the quality of service offered to the

customer

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Annexure :

QUESTIONNAIRE

Dear Sir / Madam,

“A STUDY ON EFFECTIVENESS OF ADVERTISEMENT STRATEGIES

IMPLIMENTED BY GUIAPPANNAVAR AUTO LTD COMPANY TO

INCREASE SALES”.

1] Which TVS bike do you own?

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

a) Advertisement

b) Low price

c) Brand Name

d) Fuel Maintenance

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

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Yes No

If Yes, which

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

a) Road shows

b) News paper

c) Fairs

d) TV ads

e) Sales person

f) Hoardings

5] Do you watch /read advertisement?

Yes No

6] Which news paper you prefer reading?

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a) Tarun Bharat

b) Vijay Karnataka

c) Deccan Herald

d) Prajawani

e) The Times of India

7] Have you come across any ads of Gulappanavar TVS MOTORS in news paper

which you read?

Yes No

8] If yes which TVS bike did you see in the advertisement?

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9] Which ad of TVS does you like in TV?

a) Victor GL

b) Scooty pep

c) Star city

d) Flame

e) Apache

10] I like ad of above, because of

a) Celebrities

b) Humor

c) Action

d) Thriller

11] After watching the ads what were your reactions

a) Called the dealer

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b) Visit the dealer

c) Gathered more information from friends/ others

d) Browse the internet

e) No action

12] Have you seen any Hoardings of Gulappanavar TVS MOTORS in Bailhongal?

Yes No

13] In future if you would like to buy TVS bike where would you buy it in

Bailhongal

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14] I would buy at above dealers point because

a) The sales people are good

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b) Quality of service and responsive is very good

c) Easy finance assistance is available

d) After sales, service is good

15] Which sources of advertisement according to you would be more effective in Bailhongal

city for sale of bikes?

a. Road shows

b. Newspaper

c. Fairs

d. TV Ads

e. Leaflets

f. Sales Persons

g. Hoardings

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BIBLIOGRAPHY

BOOKS

Marketing Management by Philip Kotler

Marketing Research By Naresh Malhotra

WEB SITES

www.google.com

www.tvsmotors.com

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