A Project Report

On

“MARKET OF HERCULES HIVOLT”

At TI CYCLES OF INDIA

BY

SUBHAMAY BISWAS

A Project report on Market Analysis of Hivolt

2 | P a g e

As a partial fulfillment of PGPM program

Asia Pacific Institute of Management Studies

Under the Guidance of

Mr. Rajesh Verma Mr. Prateek Srivastava Marketing Lecturer Deputy Manager A.I.M.S Zonal Marketing New Delhi TICI - Kolkata

3 | P a g e

ACKNOWLEDGEMENT

This report has been made possible through the direct and

indirect co-operation of several eminent people at Ti Cycles of India,

Kolkata for whom I wish to express my appreciation and gratitude.

Through this column, I wish to express my heartiest gratitude and

thanks to my project guide and mentor Mr. Prateek Srivastava without

whom this project compilation would not have been possible. His

invaluable experience and exceptional mentoring provided me

with gainful insights on practical applications of the topic, which

was indispensable for the successful completion of the project.

I sincerely acknowledge the help and encouragement I got from

my project guide Mr. Rajesh Verma, Marketing Lecturer. He has guided

and immensely supported in evaluating and finalizing all the

information on the project.

I would be failing in my duties if I don’t appreciate the co-

operation by my beloved Institute, ASIA PACIFIC INSTITUTE OF

MANAGEMENT STUDIES, MATHURA ROAD, NEW DELHI.

A last word of special thanks to all the office staff of Ti Cycles of

India, Kolkata, for their constant support & feedback.

SUBHAMAY BISWAS

4 | P a g e

DECLARATION

I hereby declare that this report titled “Market of Hercules Hivolt”

at Ti Cycles of India is my own & original work carried out by me

during the year 2010-2011 under the guidance of Mr. Prateek

Srivastava in partial fulfillment of the requirement of Post Graduate

program in Management at ASIA PACIFIC INSTITUTE OF

MANAGEMENT STUDIES, NEW DELHI.

I also declare that this project is a result of my effort and no part

of this project has been published earlier or been submitted as a

project by me for any degree or diploma for any Institute or

University.

The above statement is true to the best of my knowledge.

Place: Kolkata

Date: 01/03/2011

SUBHAMAY BISWAS

PGPM - (2010 - 2012)

Roll No: 2K10JANPGPMA14

5 | P a g e

Contents:

• Chapter 1 : Industry overview

Introduction

Executive summary

• Chapter 2 : Company Profile – an overview

History

Values and beliefs

Milestones

Awards

Ti Cycles Core Competencies

Ti Cycles Vision

Ti Cycles Mission

Hercules Hivolt

- Features

- Advantages

• Chapter 3 : Marketing strategies for Hercules Hivolt

Product

Place

Price

Promotion

• Chapter 4 : Research Methodology

Objectives

Material and Methods

Canopy Activity

6 | P a g e

Targeted People

Visited Area

Sample of questioner

Limitation

• Chapter 6 : Findings and Analysis

Findings based on customer questionnaire survey

• Chapter 7 : Conclusion and Recommendations

• Chapter 8 : Annexure

Bibliography

7 | P a g e

INTRODUCTION OF PROJECT:

The project was given to me to study the “Market of Hercules

Hivolt”. So, the area of operation for me was the Marketing and Sales

Department of the organization.

The task for me was to know about the Hivolt and E-3 electric

base cycle and target the sales by canopy activity in different palace.

The data was collected by target audience filling up questioner for

Marketing Research Program.

This report contains the findings arrived after detailed analysis of

the data received through filing questionnaires by the users and the

customers.

I did many promotional activities and went to various road

crossings, markets, schools and colleges for creating awareness.

The promotional activities like canopy shows and broachers

distribution were carried out at nearest Ti cycles of India dealer.

In this activity i have given live demo of Hercules Hivolt and E-3

bicycles.

8 | P a g e

EXECUTIVE SUMMARY:

The Company: Ti Cycles of India

Research objective: Every day visit in different suitable place or

area for target the customer for sales the Hercules Hivolt product

or E-3 kit package. Advertise the Hercules Hivolt Product and the

features and advantages to the end client or targeted customer.

With a sample size of 618, analyze the questioner for the market

survey.

Conclusions: Were derived from results of the survey there are

certain facts, which are arrived after analyzing the data. The

report gives a detailed account of such facts.

Recommendations: Strong need of Product building:

The Hercules Hivolt or E-3 needs to make a lot of marketing

effort. Whenever a new product comes into existence it is

necessary that they announce their launch.

In Promotional strategies, Press publicity, Outdoor publicity,

Media and Face to face meeting are very important.

Bibliography: provides a list of sources from where the various

facts & information were collected or gathered.

9 | P a g e

COMPANY PROFILE

10 | P a g e

Murugappa Group is one of India's leading business

conglomerates. Market leaders in diverse areas of business including

Engineering, Abrasives, Finance, General Insurance, Cycles, Sugar,

Farm Inputs, Fertilizers, Plantations, Bio-products and Nutraceuticals,

its 29 companies have manufacturing facilities spread across 13 states

in India. The organization fosters an environment of professionalism

and has a workforce of over 32,000 employees.

The Group has forged strong joint venture alliances with leading

international companies like Mitsui Sumitomo, Foskor, Cargill and

Groupe Chimique Tunisien has consolidated its status as one of the

fastest growing diversified business houses in India.

Tube Investments of India Limited is the flagship Company of

Murugappa Group. The Company has 15 manufacturing/assembly units

spread across the country. These units are ably supported by

marketing offices that act as interface between customer requirements

and production team. The Company’s shares are listed on the National,

11 | P a g e

Mumbai and Chennai stock exchanges within India and GDRs on the

Luxembourg Stock Exchange. The Company’s product segments are -

Engineering, Metal Formed Products, E-Scooters, Fitness Equipments

and Cycles.

12 | P a g e

Tube Investments of India:

Tube Investments of India Ltd. (TII) is the Engineering business

of the Murugappa Group of companies. The Murugappa Group,

headquartered in Chennai, India, is a Rs.13,617 crore (USD 3.03

billion as on March 31, 2010) conglomerate with interests in

engineering & metal-forming, bicycles, finance, general insurance,

abrasives, fertilizers & farm inputs, sugar, bio-products, nutraceuticals,

property development and plantations. It has 29 limited companies

under its umbrella, with manufacturing facilities spread across 13

states in India. Together, they have over 32,000 employees. The

Group has also forged strong joint venture alliances with leading

international companies like Mitsui Sumitomo, Cargill, China

Engineering & Exploration Bureau and Groupe Chimique Tunisien.

13 | P a g e

The Group traces its origins to 1898, when Dewan Bahadur A M

Murugappa Chettiar went as an apprentice to Burma (now Myanmar).

Quick to learn financial skills and Burmese, he realized he was

destined to greater achievements; he founded a firm in Moulmein, a

large port-city in Lower Burma. This grew into a prosperous family-

owned business, with interests in Banking, Rubber and Trade, covering

Malaya (Malaysia), Ceylon (Sri Lanka), Indonesia and Vietnam. The

outbreak of the World War II and subsequent political upheavals in the

region cut short the firm’s growth. While a good portion of its hard

earned fortunes were lost, the family had the foresight to move

significant assets to India; this financial prudence ensured that the

business would rebound after the disaster. And rebound it did.

In India, the Group had engaged in businesses like Rubber,

Steel cabinets, Yarn and other traded goods. But the real major

industrial opportunity came soon after Independence. Political

Independence spawned Economic Independence: and AMM Murugappa

Chettiar, Dewan Bahadur’s eldest son (and by then, head of the

family) was quick to realise it. His vision was to start a business that

would manufacture a product for the common man which they could

sell in large numbers. Thus, in 1949, TI Cycles of India (TICI) was

born in collaboration with TI of UK. It was the Group’s first of many

successful Joint Ventures and also its first foray into large scale

manufacturing. Later, as a measure of backward integration two more

companies were formed: Tube Products of India (TPI) in 1955, to

make steel tubes for bicycle frames and TI Diamond Chain (TIDC) in

1960 to make bicycle chains. Over a period of time these two

businesses have moved up the value chain from bicycle parts to higher

technology products.

14 | P a g e

In 1959, Tube Investments of India (TII) was formed by merging

TI Cycles of India and Tube Products of India. TI Diamond Chain was

merged with the parent company, in 2004. In 1962, the company saw

a potential to leverage its engineering skills to address the market for

roll formed metal products. So a new unit called TI Metal Forming was

created to realize this potential; to this day it is recognized as the

pioneer in this business.

Meanwhile, the Management was also progressively Indianised.

The first Board of Directors had equal representation from Indian

promoters and TI-UK. TI-UK divested a major portion of its share

holdings in two tranches in 1978 and 1985 by mutual agreement. TI-

UK continued to hold a minority shareholding and participated in the

management with a representative in the Board of Directors till 2001.

Today TII is an Indian company with a global outlook.

During the 1990s TII made many bold acquisitions to enhance its

presence in its core businesses. The most notable, was the case of

Satavahana chains, a sick BIFR company that was turned round to a

highly profitable unit. Other success stories were the acquisition of a

Japanese Tube plant and a German Chains plant which were re-

erected in Chennai to address the growing export markets. A

successful GDR issue in 1994 increased its financial muscle and

accelerated both acquisitions and expansions. Capacities were

increased in all its units to meet the growing customer demands.

In the six decades of its existence, TII has built significant skills in

engineering and metallurgy, which is fully supported by a central R&D

function. A Total Quality Management approach has ensured a satisfied

community of customers and TII is the preferred supplier in all the

15 | P a g e

markets it operates. TII continues the tradition of financial discipline

and prudence set by the founding fathers. It is this tradition that has

earned TII the unique distinction of uninterrupted dividend distribution

since 1954.

TPI was set up in 1955, in collaboration with Tube Products, U.K.

Today, TPI is a true global player, with five manufacturing facilities,

including one in China.

For over 50 years, Tube Products of India (TPI) has been an

undisputed leader in the Indian market for precision-welded ERW and

CDW steel tubes, and manufactures specialty Cold Rolled Close

Annealed (CRCA) strips catering to international standards and high

strength tubular components. TPI caters to the demanding needs of

the automobile, general engineering, boiler, white goods and fine

blanking industries.

TPI is the market leader in precision tubes in India, with a

dominant share of business in telescopic front fork inner tubes and

cylinder bore tubes for shock absorber and gas spring applications. It

also manufactures propeller shaft tubes for the automotive segment

and specialty products such as rear axle tubes, side impact beams, tie

rods and drag links.

TPI produces special extra deep drawing, high tensile, medium

carbon, and high carbon CRCA strips that are used in industries such

as bearings, automobile, fine blanking auto ancillaries and general

engineering. Investments are also being made for manufacturing dual

phase steels, hardened & tempered steels and highly spheroids steel

for fine blanking applications.

16 | P a g e

TPI has carved a niche for itself through innovation and product

development. At the world-class Material Research and Engineering

Design Centre, application specialists work closely with auto OEMs on

various VAVE initiatives to reduce weight, enhance fuel efficiency and

to meet safety parameters. TPI worked closely with the TATA Nano

team to develop the crash members for meeting the safety norms. TPI

is also a global supplier for cylinder tubes for shock absorbers.

TPI’s list of demanding customers include Arvin Meritor, Delphi,

Endurance, Gabriel, HHML, Hyundai, JBML, John Deere, Mahindra and

Mahindra, Munjal Showa, Omax Auto, Rane, Suspa, Suzuki, Tenneco,

TML, Toyota, TRW, Wipro Infrastructure and ZF.

With its expertise in material science, engineering design and

product validation, TPI offers optimal products to meet the desired

performance for its customers.

The International Business Plant of TPI has the capability to

manufacture bright annealed tubes for J525 applications, and has

developed tubes for critical application like engine cam shafts.

To supplement its in-house expertise, TPI has technical tie-ups

with a number of bodies, including test houses like Automotive

Research Association of India (ARAI) and SERC - CSIR; academic

institutions like the Indian Institute of Technology, Madras, AU-FRG

Center for CAD / CAM, Indian Institute of Science and Colorado,

School of Mines; and industry tie-ups with LNP - GE Plastics, TVS

Motors’ and M&M’s R&D divisions and various design outfits.

17 | P a g e

Ti Cycles of India:

TI Cycles of India (a Unit of Tube Investments of India Ltd.) is

one of the leading bicycle manufacturers in India. Started in 1949 by

the Murugappa Group and Sir Ivan Stedeford of Tube Investments

Group in UK, TI Cycles is the maker of the country's most famous

cycle brands like Hercules and BSA cycles.

A pioneer in the Cycles market, TI Cycles, has constantly come up

with new trends in line with evolving consumer needs. Recently, the

company has entered the growing fitness equipment segment in order

to cater to the contemporary consumer needs.

TI Cycles of India has manufacturing plants at Ambattur near

Chennai, Nasik in Maharastra and Noida in Uttar Pradesh. Currently it

is the first largest cycle manufacturer in India and number one

manufacturer in special segments like Mountain bikes, Sports Lite

Roadsters, Racing bikes etc. It has manufacturing capacity of around

three million bicycles per year.

With a network of 2500 plus dealers and backed by a strategic

outsourcing policy, the company has a nationwide presence. TI Cycles

is an exporter to many regions across the globe - Europe, South East

Asia and Africa; being some of them.

The vision of the company is “To be the most preferred brand in

fitness, recreation & personal mobility solutions”.

18 | P a g e

TI Cycles has introduced 'BSA GO' stores, which have

revolutionized the bicycle outlets in India. A one-stop premium shop

for all bicycling and fitness requirements, BSA GO has a customer

friendly ambience which serves as a model for other bicycle outlets in

the country.

Already TI Cycles was launched E-Bikes in market in two model

(Hercules E3 – kit package and Hivolt).

Hercules and BSA are the flag ship brand of the TI Cycles of India

portfolio.

TI Cycles has major Warehouses at Durgapur and Patna and

regional offices, through which it serves it nationwide 2500 plus dealer

network.

Certified with ISO 9001:2000, OSHAS 18001-2007 and ISO

14001-2004, TI Cycles is a quality and customer centric organization.

19 | P a g e

The Hercules Cycle and Motor Company Limited were founded on

9 September 1910, in Aston in England. The company was founded by

Sir Edmund Crane. In 1946, Crane sold the company to Tube

Investments for three and a quarter million pounds.

It is our first brand is still as young as ever, signifying strength

and passion. It is rugged, robust and is for the rough and tough.

Hercules stands for a unique pride of possession.

It is the flag ship brand of the TI Cycles portfolio. This brand of

ours is still as young as ever - signifying strength and passion.

Hercules stands for strength and speed. The various models of

Hercules MTB are pioneers in the bicycles category catering to the

youth. The Hercules Popular brand of "standard" bicycle is a market

leader.

20 | P a g e

The Birmingham Small Arms Company Limited was started on 7

June 1861. They entered into bicycle manufacture on 1881. BSA did

not always make its own cycles and at one period Hercules Cycles of

Aston were manufacturing the cycles and badging them as BSA's.

It signifies the joy of cycling. Excitement and comfort go hand in

hand with BSA. Today, BSA is an intrinsic part of the Indian family –

with models for kids, teens and adults.

BSA stands for style, fun and comfort. There are several models

catering to consumer segments ranging from kids, ladies and other

premium end customers. BSA Ladybird, BSA SLR, BSA Champ are

trendsetters and icons in their respective categories.

21 | P a g e

• 1949 - Murrugappa Group founded TI Cycles, with Tube

Investments, UK.

• 1951 - Hercules bicycles rolls out on to Indian streets.

• 1956 - Tube Products of India established for producing tubes for

bicycles.

• 1960 - The one-millionth cycle hits the streets.

• 1974 - TI Cycles celebrates 25 years of pioneering existence

across various fields.

• 1980 - BSA SLR is launched and soon becomes the largest selling

in its class.

• 1983 - The new BSA Champ sets children free.

• 1991 - Street cat prowls the Indian Streets.

• 1992 - Riding over mountains turns smooth with Hercules MTB.

• 1993 - Rough and tough BSA Rockshox takes on Indian roads

• 1994 - BSA Ladybird brings smiles to many Indian girls' faces

• 2006 - TI Launches its first flagship store, BSA GO in

Ahmedabad.

• 2007 - BSA Zone, the 2nd retail format is launched and by the

year-end grows to 80 outlets.

• 2008 - While consolidating the retail business, TI introduces

Hercules Express, BSA Workouts and Track & Trail. The retail

footprint increases to 200 Hercules BSA Zone and 44 BSA GO

outlets.

22 | P a g e

• 2008 - BSA Motors was launched, unveiling the largest range of

electric scooters in the country. With over 70 dealers, the

company becomes the No.1 in South India in just a few months.

• 2009 - TI retail consolidates further to 425 outlets across the

country in a variety of formats.

Awards:

23 | P a g e

24 | P a g e

25 | P a g e

26 | P a g e

27 | P a g e

TI CYCLE’S CORE COMPETENCIES:

• Customer:

We put customers first in everything we do. We take decisions

keeping the customer in mind.

• Challenging spirit:

We strive for excellence in everything we do and in quality of

goods and services we provide. We work hard to achieve what we

commit & achieve results faster than our competitors and never we

give up.

• Team work:

We work cohesively with our colleagues as a multi-cultural team

built on trust, respect, understanding and mutual co-operation.

Everyone’s contribution is equally important for our success.

• Frank and fair organization:

We are honest, sincere, open minded, fair and transparent in our

dealings.

28 | P a g e

TI CYCLE’S VISION:

We will establish Ti Cycles of India the “exclusive & trusted brand”

of customers by “creating Kando” (touching their hearts) the first time

and every time with the world class products & services delivered by

the people having “passion for customer”.

“Creating Kando - touching your heart”

• ‘Kando’ is a Japanese word for simultaneous feelings of deep

satisfaction and intense excitement that we experience when we

encounter something of exceptional value.

• Kando can be generated by products and services that surpass

customers’ expectations.

• Yet for all the emotional elevation Kando provides, the feeling can

be short-lived, and people may be touched only for a moment.

Therefore, our challenge is to make sure that all our products and

services genuinely thrill, impress, and touch customer’s hearts – the

first time and every time.

29 | P a g e

“Passion for customers”

• ‘Customer is #1’- we put the customer first in everything we do.

• We make decisions keeping the customers in mind.

• We solve the root cause of problem and minimize problems for

customers rather than being critical of the fellow employee who

made that mistake.

• We target our customers – bicycle users & dealers.

• Ti knows its customer better than anyone else.

30 | P a g e

TI CYCLE’S MISSION:

We are committed to……

Be the Exclusive & Trusted Brand renowned for marketing and

manufacturing of Ti Cycles of India’s Hercules and BSA brands

product, focusing on serving our customer where we can build long

term relationships by raising their lifestyle through performance

excellence, proactive design & innovative technology. Our innovative

solutions will always exceed the changing needs of our customers and

provide value added bicycles and fitness equipment.

Our employees are the most valuable assets and we intend to

develop them to achieve international level of professionalism with

progressive career development.

Grow through continuously innovating our business processes for

creating the value and knowledge across our customers thereby

earning the loyalty of our partners & increasing our stakeholder value.

31 | P a g e

HERCULES HIVOLT:

The Hivolt comes re-engineered to meet the challenges of the

road and come with the promise of a smooth ride. In hivolt, battery

powered device that can be easily provides the rider with a power

assist. This bicycle powered primarily or partly with the help of a

battery and a small motor, that reduces human effort in terms of

pedaling. This allows the person to ride longer without getting tired

because less energy is used to ride the hivolt.

Fig: Hercules Hivolt

32 | P a g e

Fig: Different side view of Hercules Hivolt

Hivolt Features:

• 180W Brush Type DC Motor

• 12V 12 Ah * 2 LA Battery

• Controller with charge indicators

• Charger 220V AC,50Hz,1.0A Charger

• Brake Cut Off Assembly

• Thumb throttle

• PU saddle

• V Brakes

• Centre stand

• Wheel reflectors

• Softer Rubber Grips

• Rod Carrier with hooks to carry lunch box

33 | P a g e

Advantages of Hivolt:

• Commuting with low fatigue at a top speed of 24KMph

• Extends the riding range – 30kms on a single charge.

• Lesser maintenance cost

• Normal pedaling is possible when not on power assist mode.

• Detachable battery can be taken inside the house for charging.

• Thumb throttle - simple to operate and less strain on hands

34 | P a g e

MARKETING STRATEGIES

35 | P a g e

The four P’s (Product, Price, Placement, and Promotion) were

created mainly to describe the ideal “marketing mix”. Marketing mix is

an imperative concept in modern marketing and academically it is

referred to as the set of controllable tools that the firm blends to

produce the response it wants in the target market, so it consists of

everything the firm can do to influence the demand for its product. It

is important to realize that marketing mix strategy of any company

can have one major function, that is, strategic communication of the

organization with its customers.

4 P’s OF MARKETING:

• Product: Ti cycles of India have a lot of model in bicycle range

but the Hercules Hivolt introduce with an electrical concept. The

objective of the products is to reduce energy consumption and

pollution. The product is out fitted with a longer lasting battery,

convenient features like the thumb throttle and tested under extreme

conditions. More models with attractive colors (including girls and boys

36 | P a g e

cycle) are very essential for capture the market. Features quality is

must to improve in controller section and battery section. Always

customers want a good service and maintenance or repair of this

bicycle is very important, so after sales service is very important for

sales and distribution. Product warranty also most important issue for

future marketing.

• Place: As a company, dealers play a major role in serving

customers, while growing and sustaining markets. Ti cycles of India

have a network of more than 2500 strong and dedicated Authorized

dealers. A network that has helped Ti cycles of India’s name and its

promise of reliable quality to every part of the country. The power of

this highly efficient and motivated network goes a long way to create

goodwill for Hercules and BSA brand among countless consumers

besides creating availability and after sales services. The channel of

distribution is a direct dealer network. A direct dealer is a dealer who

is authorized to purchase the product directly from the company and

sell.

• Price: The Hercules Hivolt Charge a low price because a

substantial competitive advantage of this bicycle. The low price tends

to attract new customers into the market. Price Skimming will help to

make a market.

37 | P a g e

• Promotion: Promotion represents the various aspects of

marketing communication, that is, the communication of information

about the product with the goal of generating a positive customer

response. Marketing communication decisions include are Promotional

strategy, Advertising, Personal selling & sales force, Sales promotions,

Public relations & publicity and marketing communications.

Advertisements in newspaper (local and national), Mailers/personal

invitations to selective section of the society and Leaflets for Press

publicity. Banners in commercial areas and prime sites, Bus stands

shelters and Advertisements on Dividers and Railings Outdoor publicity

is very essential. Local channel advertisement (cable TV scrolls),

Advertisements in news channels and business channels for Media.

38 | P a g e

RESEARCH METHODOLOGY

39 | P a g e

PROJECT OBJECTIVE: The main project objective is know the market of different place

and target the customer for sales who are came to canopy activity as

an audience. Advertise the new product of Hercules cycle. After deliver

all information and clear all doubts of Hivolt or E3 models filling up the

questioner form by audience. Taking feedback that is already using

these bicycles to make a report. Analyze the all feedback or questioner

for market research for final report.

Marketing Research is a process of collecting and analyzing

marketing information and ultimately to arrive at certain conclusion.

The purpose of this research is to describe the research procedure.

Research Methodology is the mean to plan out the working process or

the course of action to reach the objective. It is extremely crucial and

holds the key to the success of the survey.

Sample technique

Sampling technique - convenience sampling.

Sample size

618 consumers were covered in some areas of West Bengal. The areas

covered are:

Bata-Nagar, South 24 Parganas, Akra, South 24 Parganas, Badkulla,

Nadia, Shyampur, Howrah, Budge Budge, South 24 Parganas,

Nabadwip, Nadia, Tehatta, Nadia, Kakdwip, South 24 Parganas, Pathar

Pratima, South 24 Parganas, Namkhana, South 24 Parganas and

Kabardanga, Tollygang, Kolkata

40 | P a g e

Tools and techniques for data collection

Tools and techniques for data collection as follows:

Primary data collection:

Questionnaire and interviews through face to face contact were being

filled up by the retailers

Secondary source of data collection:

Various internet sites, newspaper, magazines were searched in order

to find information useful for completion of this project.

Mode of analysis:

The methods used to analyze the data are as follows:

Interpret and analysis of the data and present it in a proper manner.

Uses of Microsoft excel for preparation of graph.

Methods of Data Collection:

Questionnaires

41 | P a g e

MATERIAL AND METHODS:

Every day visited in different suitable place for canopy activity for

sales and advertisement. Set up canopy after choose a suitable place

where the canopy activity going smoothly and successfully. In canopy

Hivolt or E3 bicycles shows for attraction to the target audience.

Deliver the all information of these bicycles that are visited in this

activity and clear all doubts of people.

Data collected by filled up questioner by audience who are visit in

canopy activity after clear all doubt or answering all question. After

collected the raw data, it is analyze and short out for different

segment, i.e it should be in income range of people, price acceptance

of Hercules Hivolt and E-3 kit package, given features acceptance by

this audience people and short out above Rs.10000 income range

people or target audience.

The Research Design is the basic framework, which provides the

basic guidelines for the Research process. It is a blue print according

to which research is to be conducted. For carrying out my research

work, I carried out survey and respondents were contacted at their

places. The primary data is collected with the help of Questioner.

The Survey Method was selected to obtain the needed information

by asking the questions to audience. After decision about the

sampling, the questioner was designed and the respondents were

contacted to answer the question. This process of getting answer is

known as interviewing.

42 | P a g e

CANOPY ACTIVITY:

I do this canopy activity for promoting an end-client or essential

focus on Hercules Hivolt; promoting collaborative management

approaches and practices; and assisting with the branding and selling

of innovative projects and programs.

Fig: canopy activity with Hercules Hivolt

43 | P a g e

Fig: People see the Hercules hivolt in canopy activity

Fig: Hercules hivolt in canopy

44 | P a g e

TARGETED PEOPLE:

In marketing, target audience is a specific group of people within

the target market. In this project, some people group selected who

were my target group or target people. This target people selected for

sales or who are can be interested for buying the Hercules hivolt.

Target Audience is set to focus on different groups are old aged

people, students, teacher, postman or courier service, policeman,

business man and others. In other groups, although not the main

focus, may also be interested. But specially focus on students,

government and non-government employees, business man and

unemployed people.

VISITED AREA:

Area Place No. of

days

Bata-Nagar,

Kolkata - 141

i. Bata-More

ii. Nangi More

iii. Opp. of Municipality office

iv. Mahestala college

v. Dakghar Area

vi. Visit Bata main Post office

vii. Police station

viii. Mahestala Post Office

ix. DTDC Office.

19

45 | P a g e

x. In front of Showroom

xi. Memanpur

Akra, South 24

Parganas

Akra Krishnanagar High school More 2

Badkulla, Nadia i. Opp. Of Badkulla Boys High

School

ii. Badkulla Bazar

iii. Station More

3

Shyampur,

Howrah

Shyampur more 4

Budge Budge,

South 24 Parganas

i. Beside the College, Station Road

ii. Front of State Bank of India

3

Nabadwip, Nadia i. Front of College

ii. Sarkar Para More

iii. First visit in Ghosh Cycle

iv. Nabadwip ghat

v. Radha Bazar

6

Tehatta, Nadia Ghosh Cycle 1

Kakdwip, South 24

Parganas

Kakdwip bus-stand area 2

Namkhana, South

24 Parganas

i. Namkhana Bazar

ii. Namkhana ghat

3

Tollygang, Kolkata

i. Kabar Danga More

ii. Rail line Bazar

2

46 | P a g e

SAMPLE OF QUESTIONER:

• Name:

• Address:

• Contact No.:

• Sex:

• Profession:

1. Student

2. Government Employees

3. Private Employees

4. Business

5. Unemployed

• Do you own a cycle – Yes/No

• Daily Running by bicycle ______ Km.

• Daily walking for grosser item/Daily need product _____ Km.

• Do you think need assist while riding bicycle – Yes/No.

• Your income:

1. Below than 5000

2. 5000 – 10000

3. 10000 – 15000

4. More than 15000

• What features will you like to have in your bicycle _______

• How did you like Hercules Hivolt (1 to 10) _______

• How much are you willing to pay for this bicycle _______

Sign Date

47 | P a g e

This is a sample of questioner which filled up by the target

audience during the canopy activity in different palace and My Total

Sample Size is 618 by the filling up questioners for the market

research.

48 | P a g e

LIMITATION:

• Some of the consumers were not cooperative and had to be

thoroughly convinced to answer.

• Some of the respondents were biased towards their brand.

• Some of the respondents did not respond due to lack of time.

• Because of time constraint sample size was restricted on 618.

49 | P a g e

FINDINGS AND ANALYSIS

50 | P a g e

PROFESSION OF PEOPLE:

In canopy activity five profession people are targeted (Student,

Government employee, private employee, business man and

unemployed people).

51 | P a g e

INCOME RANGE OF PEOPLE:

These diagram shows of income range of people for research the

market. In income range only two groups (Rs.10000 – 15000 and

more than 15000) audience mostly accept the Hercules hivolt price

and 61 percent accept this market price. Another two groups (Below

5000 and 5000 - 10000) people are mostly not accepting the price of

Hercules hivolt. These diagram shows of income range of people for

know which level customer is the potential for the Hercules Hivolt or E-

3 bicycles or Ti electric bicycle.

52 | P a g e

ACCEPTANCE OF HERCULES HIVOLT BY PRICE:

70.88 percent people are not satisfied with the price of Hercules

Hivolt. They think that it is an excessive price at a market basis. But

29.12 percent people is accept these price of Hivolt and in these

group, more than people income level is more than Rs.10,000. These

diagram shows on six hundred eighteen sample basis.

53 | P a g e

In this diagram all peoples income level more than ten thousand.

231 people income more than ten thousand which is finding from the

main sample size of six hundred eighteen sample basis.

38.97 percent people are not accepting the Hercules Hivolt price,

but 61.03 per cent people are satisfied with this price.

54 | P a g e

ACCEPTANCE OF HERCULES HIVOLT BY FEATURES:

In this diagram 8.42 percent people are not satisfied with the

given feature of Hercules Hivolt. They want Mileage meter, head light,

horn more mileage etc. at a same price. Other 91.58 percent are

satisfied with this feature which is given.

55 | P a g e

COMMENTS OF PEOPLE IN CANOPY ACTIVITY:

Hercules Hivolt is a greater energy efficiency bicycle and promises

the smooth ride. In the time of canopy activity so many people visited

with their different type of thought, need and their wants. 70.88

percent people think that the Hercules hivolt and E-3 kit package are

too costly. After analyzing the questioner, most of people income

levels are below than ten thousand rupees. These groups are totally

ignoring this bicycle when heard the price of this type of electricity

bicycle.

Different type of people came with their different type of thought.

Some people told me these type of bicycle price should be under

Rs.10000 and if its cost most than ten thousand than financing system

must be there. For financing system will be interested for this bicycle

and their after day by day increase Petrol-Diesel cost. Some people

daily ride more than 30 kilometers with their bicycle and some of them

not interested with features or models. 8.42 percent people wanted

better gear, shock absorber, battery meter; head light, horn with the

Hercules hivolt.

56 | P a g e

PEOPLE FEEDBACK:

Eighty years old man Mr kulodaranjan Ghosh is very happy with

their Hercules hivolt. He is from Tehatta, Nadia and faced problem in

motor one month before. His Hercules hivolt not run more than fifteen

kilometre speed just for motor jam. Now this problem totally solved by

replacing the hivolt motor. Now the customer daily ride at least twenty

kilometres.

Subol Chandra Mondal is another customer at Tehatta, Nadia.

Seventy two years old this men also faced problem in hivolt battery.

But this problem totally solved by the companies experts and he is

very happy with the hivolt and he daily ride fifteen kilometres with his

Hercules hivolt.

Chandan Bera, 43 years old and business men at Kakdwip, South

24 Parganas, using E-3 kit package with his bicycle from 6 months.

After using three month he faced problem in controller and after

replaced his controller its run smoothly and he daily run 24kms.

57 | P a g e

CONCLUSION &

RECOMMENDATIONS

58 | P a g e

CONCLUSION:

Most of people who are using the Hercules hivolt or E-3 kit faced

problem in controller box. Replace weak function to make a better

performance hivolt bicycle.

Battery indicator must be installed on handle of bicycle from

replacing on controller box and by the replacing every rider easily see

the indicator. Down payment system will helping for sales and take off

the market easily.

Improve approx. ninety kilogram weight carrying capacity to

minimum two people carrying capacity, it could be approx. one

hundred twenty kilogram weight carrying capacity and more models

will help to capture more market.

59 | P a g e

RECOMMENDATIONS

STRONG NEED OF PRODUCT BUILDING

The Hercules Hivolt or E-3 needs to make a lot of marketing

effort. A lot of noise is made whenever a child is born and as long as

that noise is not made the doctors is not sure about the life of that

child. Same is the case in marketing. Whenever a new product comes

into existence it is necessary that they announce their birth. Here

comes the pre-launch exercise, and similar is the case after the birth.

The name has to be taken again. Boast about yourself, about the

strong points that you have over and above your competitors. Pull the

consumer towards you. As said earlier it is a relationship of trust and

this trust can be generated through better and better performance of

the Hercules hivolt. Now as working with the bicycle for some time in

low costing and want to keep low profit. So better way of marketing

can be sought which are low at cost.

PROMOTIONAL STRATEGIES:

Press publicity:

• Advertisements in newspaper (local and national).

• Mailers/personal invitations to selective section of the society

• Leaflets

Outdoor publicity:

• Banners in commercial areas and prime sites.

• Bus stands shelters.

• Advertisements on Dividers and Railings.

60 | P a g e

Media:

• Local channel advertisement (cable TV scrolls).

• Advertisements in news channels and business channels.

Face to face:

• Personal interaction of marketing executives through.

• Meetings.

• Detailing about schemes and updating them from time to time.

• Event sponsoring in local clubs and social gathering.

• Road shows.

Educational bodies

• Sponsoring some events in schools and colleges.

• Advertisements in club, schools and colleges magazines.

61 | P a g e

ANNEXURE

62 | P a g e

BIBLIOGRAPHY:

- Company booklets

- Pamphlet

- Brochures.

WEBLIOGRAPHY:

- www.google.com

- www.ticyclesindia.com

- www.bsahercules.com

- www.bsaworkouts.com