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Transcript of Hercules Hivolt Project Report_Final
A Project Report
On
“MARKET OF HERCULES HIVOLT”
At TI CYCLES OF INDIA
BY
SUBHAMAY BISWAS
A Project report on Market Analysis of Hivolt
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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
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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
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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
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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
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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
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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.
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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.
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COMPANY PROFILE
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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:
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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
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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
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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
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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.
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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
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Fig: People see the Hercules hivolt in canopy activity
Fig: Hercules hivolt in canopy
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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
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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
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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
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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.
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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.
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FINDINGS AND ANALYSIS
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PROFESSION OF PEOPLE:
In canopy activity five profession people are targeted (Student,
Government employee, private employee, business man and
unemployed people).
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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.
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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.
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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.
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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.
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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.
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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.
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CONCLUSION &
RECOMMENDATIONS
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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.
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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.
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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.
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ANNEXURE
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BIBLIOGRAPHY:
- Company booklets
- Pamphlet
- Brochures.
WEBLIOGRAPHY:
- www.google.com
- www.ticyclesindia.com
- www.bsahercules.com
- www.bsaworkouts.com