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INTRODUCTION
The TVS group was established in 1911 by Sri T.V. Sun
Iyenger.
TVS group commands a strong presence in manufactutwo-wheelers, auto components and computer periph
TVS Motor Company's first launch was 50 cc Moped TAugust 1980.
TV Sundaram Iyengar and Sons Limited which is the company for the TVS Group of companies.
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INTRODUCTION
It is the first Indian company to introduce 10Indo-Japanese Motorcycles in India in 1984.
It has grown rapidly since it's beginning to beone of the prominent two-wheeler manufactu
India.
Today TVS is a well-known brand in the fieldmanufacturing.
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INTRODUCTION
It collaborated with Suzuki Motor CorporationJapan, for the manufacture of 100 cc motorcyunder the brand name of Ind-Suzuki MotorcSubsequently, the company changed its namSuzuki Ltd.
However, the collaboration with Suzuki was omotorcycles. The collaboration with Suzuki e2001 and thereafter, the name was changed
Motor Company.
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TVS Motor Company - Missio
We are committed to being a highly psocially responsible, and leading manufahigh value for money, environmentally lifetime personal transportation products uTVS brand, for customers predominantly markets and to provide fulfillment and prosemployees, dealers and suppliers.
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TVS Motor Company - Vision
TVS Motor will be responsive to customerrequirements consonant with its core competprofitability.
TVS Motor will provide total customer satisfagiving
the customer the right product, at the right the right time.
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OBJECTIVES
TVS Motor will be responsive to customer
requirements consonant with its core competprofitability.
Customer satisfaction by giving the custome
right product, at the right price, at the right t
To achieve a significant share for internationabusiness in the total turnover.
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OBJECTIVES
TVS Motor believes that people make anorganization and that its well-being is deon the commitment and growth of its peo
TVS Motor will support and encourage theprocess of self-renewal in all its employenurture their sense of self worth.
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OBJECTIVES
TVS Motor believes that people make an orga
and that its well-being is dependent on thecommitment and growth of its people.
TVS Motor strives for long-term relationships
mutual trust and interdependence with its cuemployees, dealers and suppliers.
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CORE & AUXILLARY NEEDS
CORE NEED AUXILLARY NEEDS BRANDS
Transportation Fashion, lifestyle, costly,sporty look
TVS ApaApac
Transportation Fuel efficient, economy,mileage, fashion
TVS
Transportation New graphics, stylish, eyecatching colors
TVS Victo
Transportation User friendly, specially forladies, economy, fashion,
lifestyle
TVS ScoTVS Sco
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Approaches adopted by TVS
Orientation Extent(F,P,N) JusProduction concept Partial Company r
gro
Product concept Full Innovativesporty
Selling Concept Partial Level of econ
Marketing Concept Full Aims to incrunrepresen
cou
Societal Concept Partial Vision of breliant rura
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TVS Company SWOT Analysis
StrengthsAbility to understand customers needs and w
Recognized and established brand name
Effective advertising capability
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TVS Company SWOT Analysis
WeaknessThey have big gap between cubic capacities of its
Its market share is reducing from last few years.
Bikes are not attractive as compare to there com
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TVS Company SWOT Analysis
OpportunitiesGlobal expansion
Expansion of target market (include women)
Become Indias leader in the scooter market
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TVS Company SWOT Analysis
ThreatsSuzuki Motorcycles can take away market sh
cause joint venture to go sour
Bajaj Motors and Hero Honda is a strong com
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TVS Brands
TVS Apache
TVS Apache RTR 180TVS Centra
TVS Fiero FX
TVS Flame
TVS Scooty Streak
TVS Star city
TVS Victor EdgTVS Victor GLX
TVS XL Super
TVS Scooty PEP
TVS Star
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Features of TVS Brands
TVS ApacheNew stylish split grab rail designed ergonomiSporty 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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Features of TVS Brands
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TVS Apache 180 RTRRear disc brakes and fuel injection technolog
180 cc Engine
LED Tail Lamps
Petal Disc BrakesService Indicators
Wider Rear Tyres (110/80-17)
Features of TVS Brands
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Features of TVS Brands
TVS CentraInnovative VTI engine that claims mileage of72 km per liter in city conditions.
Digitally controlled ignition timing and tempesensors ensure reliability and fuel efficiency.
Dual mode engine operation - economy and Equipped with fuel wastage reduction systemfriction reduction technology. Power and ecoindicator.
Excellent body graphics, superb design, prom
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Punch lines
TVS BRANDS PUNCHLIN
TVS Flame Set a million haflame
TVS Victor New GLX125 As Big As Your D
TVS Centra Fill it once a mon
d b d
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Brand Ambassadors
TVS signs
brand amb
Brand Ambfor TVS VIC
B d A b d
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Brand Ambassadors
Indian Tennis S
Mirza
Brand AmbassTVS Scooty Str
B d A b d
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Brand Ambassadors
Indian Cricket
Captain M S DhoBrand AmbassadTVS APACHETVS STAR CITY
B d A b d
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Brand Ambassadors
Telug Film Star
KrishnanBrand AmbassTVS Scooty Pep
Brand Ambassadors
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Brand Ambassadors
Surya Shiv kum
Film starBrand AmbassTVS STAR
Sunil Shetty Bo
HeroBrand Ambass
TVS Flame
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Competitor Analysis
I d t C tit
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Industry Competitor
Industry Industry Compe
TVS Motors
Bajaj Automobil
Hero Honda Motors
Honda Motor
Yamaha Corporat
Brand Competitors
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Brand Competitors
TVSBrands Bajaj Brands Hero HondaBrands
TVS ApacheRTR 180
Bajaj Pulsar DTS Hero HondaKarizma
TVS Centra Bajaj Platina Hero HondaSplendor
Hero HondaPassion plus
Brand Competitors
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Brand Competitors
TVS Brands Bajaj Brands Hero HondaBrands
TVS Flame(125cc)
Bajaj Discover Hero Honda
GlamourTVS Victor( 125cc)
TVSScooty pep+
(97.8cc)
Bajaj Wave Hero HondaPleasure
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Competitors Objective
Objectives of Hero Honda
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Objectives of Hero Honda
Being the most fuel efficient Company.
To develop Appropriate product & excellent QTo Meet the demands of the sophisticated m
Europe & America.
To reach an unassailable pole position in the
Two Wheeler market.To maintain high standard of ethics & social
responsibilities.
To meet the quality performances & price asp
of the customer
Objectives of Bajaj
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Objectives of Bajaj
Providing Customer value for money.
Keep an special eye upon Quality, Safety, procost & delivery.
Quality improvement & customer satisfaction
High performance products across all catego
Great financial support network (For financinautomobile)
C i S h &
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Competitors Strength &Weakness
Bajaj Automobile Ltd
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Bajaj Automobile Ltd
StrengthsHighly experienced management.Product design and development capabilities
Widespread distribution network.
High performance products across all catego
High export to domestic sales ratio.
Bajaj Automobile Ltd
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Bajaj Automobile Ltd
WeaknessStill has no established brand to match Hero Splendor in commuter segment.
Not a global player in spite of huge volumes
Not a globally recognizable brand (unlike the
partner Kawasaki
Hero Honda Motors Limited
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STRENGTHS:Hero Honda introduced First stroke bike in the Indian marke
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.
Hero Honda Motors Limited
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Hero Honda Motors Limited
WEAKNESS:Suppose to be very sophisticated.
They have big gap between cubic capacities oproducts.
Its market share is reducing from last few yea
Spare parts are too costly.
Whom to ATTACK & AVO
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Whom to ATTACK & AVO
Competito
rs
Stron
g
Weak Close Distan
t
Good Bad A
k
Bajaj - - -
Hero Honda - - -
Honda - - - - -
Yamaha - - - - -
FOUR PS
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FOUR P S
Product Price Place Prom
TVS ApacheRTR
Rs. 63,990 Company
Dealers
Customers
The has givindiscothe
the con tpurcnewfestithro
TVS Centra Rs. 34,900-38,000
TVS Fiero FX Rs 45,000 - 50,000
TVS Flame Rs.46,000.
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FACTORS INFLUENCING BUYING BEHAFactors High/Low/mediu
Cultural factors high
Social factors medium
Personal factors high
Psychological factors medium
Buying decision process
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Buying decision process
NeedThe buying process begins with recognition o
part of the buyer. Need of buyers is transpor
Information searchPersonal Sources (family, friends etc.)
Commercial Sources (Magazines, PromotionaMaterials).
Public Sources (Newspapers, TV Commercials
Internet)
Buying decision process
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Buying decision process
Evaluate the alternativesBuyers prefer various Brands before buying liEfficient, sporty looks, fashion etc some of thalternatives are:
Honda Shine: fuel efficient bike
Hero Honda Super Splendor/Glamour: Fuel efbikes ,comfort
Bajaj XCD: Fuel efficient bike
TVS Flame: handsome bike, fashion.
Buying decision process
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Buying decision process
Purchase decisionAfter the brand choice, the customer forms
intention to buy the Bike depending on his Inlevel, payment method decision.
Post purchaseAfter purchasing the bike the customer wi
experience some level of satisfaction ordissatisfaction.
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