BRAND AWARENESS

A Project Report On“ BRAND AWARENESS ”

TOWARDS SRI SAI TVS,NANDYAL

A Project Report submitted in partial fulfillment of the requirements for

The award of the degree ofMASTER OF BUSINESS ADMINISTRATION

By M.NARAYANA

REGD. No.09091E0029

Under the esteemed guidance of

Ms. J.SURESH REDDY M.B.A.,

Asst Professor

Estd.1995

DEPARTMENT OF MANAGEMENT STUDIESRajeev Gandhi Memorial College of Engineering & Technology

Approved by A.I.C.T.E, New Delhi,, Accredited by NBA,Affiliated to JNT University, Anantapur

Nandyal – 518501.2009-11

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BRAND AWARENESS

CONTENTS:

Chapter-1:

1.1 Introduction to topic.1.2 Company profile.1.3 Industry profile.

Chaptet-2:

2.1 Objectives of the study.2.2 Need for the study.

Chapter-3:

3.1 Introduction to research methodology.3.2 Data sources.3.3 Sampling techniques.3.4 Research instrument.3.5 Data interpretation & analysis.

Chapter-4:

4.1 Data interpretation & analysis.

Chapter-5:

5.1 Findings.5.2 Suggestions.

Chapter-6:

6.1 Conclusion.

Chapter-7:

7.1 Bibliography.7.2 Questionnaires.

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CHAPTER-I

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INDUSTRY PROFILE

Around the turn of the 20th century, bicycle racing was big in the USA Bicycles

would race around big curved tracks called velodromes aided by pacing machines

powered by internal combustion engines. These pacers were made in Europe and often

broke down. A young designer named Oscar Hedstrom built his own American pacer.

He met up with a racer named George Hendee who had his own bicycle manufacturing

plant in Springfield, MA. The two combined forces and created a bicycle powered by an

engine developed by Hedstrom. Thus was born the Hendee Manufacturing Company and

the Indian motorcycle. They chose the name Indian since it would signify an American

product. George Hendee became known as the Big Chief (B.C.) and Oscar Hedstrom

became known as the Medicine Man. The factory was called the Wigwam and the dealer

network was called the Tribe.

The company finally changed its name from the Hendee Manufacturing Company

to the Indian Motorcycle Company in 1923.The first V-twins from Indian were produced

in 1907. Hedstrom left the company after a dispute in 1913, never to work in the

motorcycle industry again. In another dispute within the newly formed company, Hendee

also left the company in 1916. The company grew at a rapid rate but had many

competitors, most notably Harley-Davidson. Indian competed with Harley-Davidson in

the showrooms, on the tracks, and on the streets to determine which brand was better.

The second part of this article gives details about this war for bragging rights. The war

continues to this day even though Indian was to go out of business for all intents and

purposes in 1954.

Indian began making motorcycles in 1901 as the Hendee Manufacturing

Company. The first production model was in 1902 and 143 units were produced.

In 1903 376 motorcycles were sold. It continued production through 1953 when

it no longer made the classic Indian. In 1999 Indian motorcycles were again produced,

this time by the Indian Motorcycle Corporation. This was not the same company but it

did have rights to the Indian name and trademarks.

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We present here a look at Indian models from the first prototype model in 1901 to

the present as provided by About.com members. A gallery called "58 Years of Indian" is

provided that gives a picture and description for each model year from 1901 to 2007. of

this article discusses the founding and early growth of the Indian Motocycle Company.

Note the spelling here of "motocycle" instead of "motorcycle." The term "motocycle"

was an archaic word used in the nineteenth century to denote any horseless carriage.

Indian wanted to distinguish itself from the competition by using the older word..

Historical Industry Development

India is the second largest manufacturer and producer of two-

wheelers in the world. It stands next only to Japan and China in terms of the number of

two-wheelers produced and domestic sales respectively. This distinction was achieved

due to variety of reasons like restrictive policy followed by the Government of India

towards the passenger % In 1948, Bajaj Auto began trading in imported Vespa scooters

and three-wheelers. Finally, in 1960, it set up a shop to manufacture them in technical

collaboration with Piaggio of Italy. The agreement expired in 1971.

In the initial stages, API dominated the scooter segment; Bajaj Auto later

overtook it. Although various government and private enterprises entered the fray for

scooters, the only new player that has lasted till today is LML.

Under the regulated regime, foreign companies were not allowed to operate in

India. It was a complete seller market with the waiting period for getting a scooter from

Bajaj Auto being as high as 12 years.

The motorcycles segment was no different, with only three manufacturers viz

Enfield, Ideal Jawa and Escorts. While Enfield bullet was a four-stroke bike, Jawa and

the Rajdoot were two-stroke bikes. The motorcycle segment was initially dominated by

Enfield 350cc bikes and Escorts 175cc bike.

The two-wheeler market was opened to foreign competition in the mid-80s. And

the then market leaders - Escorts and Enfield - were caught unaware by the onslaught of

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BRAND AWARENESS the 100cc bikes of the four Indo-Japanese joint ventures. With the availability of fuel-

efficient low power bikes, demand swelled, resulting in Hero Honda - then the only

producer of four stroke bikes (100cc category), gaining a top slot.

The first Japanese motorcycles were introduced in the early eighties. TVS

Suzuki and Hero Honda brought in the first two-stroke and four-stroke engine

motorcycles respectively. These two players initially started with assembly of CKD kits,

and later on progressed to indigenous manufacturing. In the 90s the major growth for

motorcycle segment was brought in by Japanese motorcycles, which grew at a rate of

nearly 25% CAGR in the last five years.

The industry had a smooth ride in the 50s, 60s and 70s when the Government

prohibited new entries and strictly controlled capacity expansion. The industry saw a

sudden growth in the 80s. The industry witnessed a steady growth of 14% leading to a

peak volume of 1.9mn vehicles in 1990.

The entry of Kinetic Honda in mid-eighties with a variometric scooter helped in

providing ease of use to the scooter owners. This helped in inducing youngsters and

working women, towards buying scooters, who were earlier inclined towards moped

purchases. In the 90s, this trend was reversed with the introduction of scooterettes. In line

with this, the scooter segment has consistently lost its part of the market share in the two-

wheeler market.

In 1990, the entire automobile industry saw a drastic fall in demand. This

resulted in a decline of 15% in 1991 and 8% in 1992, resulting in a production loss of

0.4mn vehicles. Barring Hero Honda, all the major producers suffered from recession in

FY93 and FY94. Hero Honda showed a marginal decline in 1992.

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The reasons for recession in the sector were the incessant rise in fuel prices,

high input costs and reduced purchasing power due to significant rise in general price

level and credit crunch in consumer financing. Factors like increased production in 1992,

due to new entrants coupled with the recession in the industry resulted in companies

either reporting losses or a fall in profits.

India is one of the very few countries manufacturing three-wheelers in the

world. It is the world's largest manufacturer and seller of three-wheelers. Bajaj Auto

commands a monopoly in the domestic market with a market share of above 80%, the

rest is shared by Bajaj Tempo, Greaves Ltd and Scooters India.

The total number of registered two-wheelers and three-wheelers on road in

India, as on March 31, 1998 was 27.9mn and 1.7mn respectively. The two-wheeler

population has almost doubled in 1996 from a base of 12.6mn in 1990.

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COMPANY PROFILE

 TVS Group

The TVS Group was established in 1911 by Shri.T V Sundaram Iyengar. As one of

India’s largest industrial entities it epitomizes Trust, Value and Service.  

 TVS Motor Company

TVS Motor Company Limited is the third largest two-wheeler manufacturer in

India and amongst the top ten in the world.

 Milestones

The company has been in the forefront in the Indian two wheeler market right

from the launch of the first moped on Indian roads to many new products launched this

year.

Leadership

At the helm of the company is Mr.Venu Srinivasan, Chairman and Managing

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 Awards

TVS is the only 2 wheeler company in the world to have received the coveted

Deming prize. All our processes are Deming certified.

 

Network

TVS Motor Company has one of the most extensive networks with over 500

dealers and 2500 Customer touch points.

R & D

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.

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Quality

At TVS Motor Company, quality is a way of life.

 Information Technology

TVS Motor Company has established an e business system, which maximizes

company values and profits through e- transformation.

 Social Responsibility

To give back to society, TVS Motor Company has formed and funded the

Srinivasan Services Trust to undertake all activities relating to community development.

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BRAND AWARENESS

THE TVS Group:

THE TVS Group was established in 1911 by Shri. T V Sundaram Iyengar. As

One of India’s largest industrial entities it epitomizes Trust, Value and Service.

Today, there are over thirty companies in the TVS Group, employing more than

40,000 people worldwide and with a turnover in excess of USD 2.2 billion.

With steady growth, expansion and diversification, TVS commands a strong

presence in manufacturing of two-wheelers, auto components and computer

peripherals. We also have vibrant businesses in the distribution of heavy commercial

vehicles passenger cars, finance and insurance.

TVS Suzuki, a joint ventusre between the TVS group and Suzuki Motors of Japan,

was the first Indo-Japanese motorcycle venture in India. The TVS group has been in the

business of auto components since the 70’s. It started manufacturing mopeds in the early

80s as a part of Sundaram Clayton Ltd, a group company. The moped business was

transferred to TVS in 1987 at a consideration of Rs320mn. The company passed through a

host of problems such as cost escalations, teething problems with new product, labor

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problems (100 day lock out in 1990), marketing shortcomings etc. The problems were

compounded by a severe recession in 1991-92. The company made one of the most

remarkable turnaround with the help of a management consultant. The restructuring

involved pruning of labor force, major cuts in fixed overheads, value engineering, dealer

network revamp and a number of new models. It started manufacturing Suzuki 100cc

motorcycles in 1984. TVS employs around 1800 workers. The JV with Suzuki has been

called off in FY02.

Group

TVS belongs to Madras based TVS group founded by T V Sundaram. Sundaram Clayton,

the flagship company of the group is in the business of auto components and owned a

controlling stake of 32.47% in TVS. The Suzuki Motor Company held 25.97% stake. TVS

has acquired Suzuki's 25.97 per cent stake after the fall off of the JV at a price of Rs 15

per share for Rs 90mn. TVS group now holds about 58% of the Rs230mn equity of TVS

Motor Company.

Subsidiary

TVS has one subsidiary Lakshmi Auto Components Ltd., which has facilities for

machining and manufacture of some parts like crankshaft, connecting rods and gears.

LAC manufactures mainly for the parent company. TVS has a 65% stake in the company.

Plant locations

TVS first plant is located at Hosur, in the state of Tamil Nadu. Recently after parting ways

with SMC the company has planned to enhance the production of ‘ Victor ‘- its first

indigenous motorbike at its Hosur plant . TVS has set up a second plant at Byathahalli

village near Mysore about 70kms from Bangalore (Karnataka) for manufacture of

scooters. The facility is equipped to produce 5 lakh scooters but with the sales hovering at

1.4 lakh units a year , the considerable spare capacity at the plant is being used for the

production of scooters

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TVS Motor Company Limited, the flagship company of the USD 2.2 billion

TVS Group, is the third largest two-wheeler manufacturer in India and among the

top ten in the world, with an annual turnover of over USD 650 million.

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 breakthrough to be

etched in history.

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

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

Management.

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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BRAND AWARENESS Amalgamation:

The erstwhile TSL (transferor company), under a scheme of amalgamation,

amalgamated with Sundaram Auto Engineers (India) Limited (transferee company).

The scheme of amalgamation was approved by the shareholders of both the

companies. The scheme was approved by the High Court of Madras by its order dated

10th December 1999 .As per the scheme, all the assets and liabilities of erstwhile TSL

together with all obligations and contingent liabilities were vested in Sundaram Auto

Engineers (India) Ltd with effect from 22nd April 1999 .The transferor company was

also dissolved by an order of the High Court of Madras dated 16th March 2000.

The scheme has become effective from 24th April 2000, the day on which the

order dissolving the transferor company was filed with the Registrar of Companies,

Tamil Nadu.

As per the order of the of High Court, the company also changed its name from

Sundaram Auto Engineers (India) Ltd to TVS-Suzuki Ltd by a special resolution passed

by the shareholders of the company on 24th April 2000 which was approved by the

Registrar of Companies and a certificate of name change was issued by the Registrar of

Companies, Tamil Nadu on 25th April 2000.

As per the scheme of amalgamation, the entire business of the transferor company

namely, erstwhile TSL was vested in the transferee company with effect from 22nd April

1999. During the period from 22nd April 1999 to 31st March 2000 the business was

carried on by the transferor company as agents and trustees of the transferee company.

The operations of the transferor company for the period 1st April 1999 to 21st April 1999

which resulted In a net profit of Rs193.8mn has been separately shown in the head. Profit

and Loss Account’.

The record date for issue and allotment of equity shares of the company to the

shareholders of Transferor Company viz, while TVS-Suzuki Ltd in the ratio of one equity

share for every one share held by them in the company was fixed as 6th June 2000. The

new share certificates were issued for those who surrendered their old certificates.

Milestone:

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

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

Sept 1984.

Launched India's first indigenous Scooterette (sub-100 cc variomatic

scooters), TVS Scooty in June 1994.

Introduced India's first catalytic converter enabled motorcycle, the 110cc

Shogun in Dec 1996.

Launched India's first 5-speed motorcycle, the Shaolin in Oct 1997

Launched TVS Fiero, India’s first 150 cc, 4 stroke motorcycle in

April 2000.

Launched TVS Victor, 4-stroke 110 cc motorcycle, in August 2001,

India’s first fully indigenously designed and manufactured motorcycle

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.

Launched TVS Star in Sept 2004, a 100 cc motorcycle which is ideal for

rough terrain.

Launched TVS Apache in Sept 2006,150cc, 5 gear system motorcycle

For who prefer more pickup and stylish.

Awards

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Mr. Venu Srinivasan, was conferred with the prestigious JRD Tata Corporate

Leadership Award for the year 2004

The Deming Prize  

TVS Motor Company is the  only two-wheeler company in the world to be 

awarded the world’s

Technology Award 2002 from Ministry of Science, Government of India for

the .successful commercialization of indigenous  technology for TVS Victor.

TPM Excellence Award - First category by Japan Institute of Plant Maintenance

(JiPm)

Star of Asia Award to Mr. Venu Srinivasan, CMD TVS Motor Company by

Business Week International.

Venu Srinivasan, Chairman and Managing Director, TVS  Motor Company was

Honoured with Doctorate in Science by University of Warwick, United Kingdom .

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Asian Network for Quality Award 2004

TVS Scooty Pep won the prestigious 'Outstanding Design Excellence Award'

from Business World and National Institute of Design

Management: 

Emerging Corporate Giant in the Private Sector awarded by The Economic

Times and the Harvard Business School Association of India. 

Best Managed Company award from Business Today,  one of India’s leading

business magazines

Most Investor friendly company by Business Today,    one of India’s leading

business magazines. 

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BRAND AWARENESS TVS Motor Company has one of the most extensive networks 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 facilities 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

TVS Motor Company currently has over 300 engineers in product development with

over 70 specialists with Post Graduate qualifications. The company has also worked in

close conjunction with world-class institutes and labs like AVL Gmbh-Austria, Warwick

University, U.K., FEV-Germany, Orbital, Australia, IITs, etc. To keep abreast of

International trends in technology and design, TVS Motor Company’s R&D facilities are

equipped with state of art CAD workstations with Pore, ALIAS & CATIA for the

Industrial design and ADAMS for Vehicle dynamics, etc. The company plans to spend

around 2.5% to 3 % of its turnover for R&D and product development in the coming

year. TVS Motor Company is confident of developing more state of the art vehicles and

will launch 4 new models and variants in this financial year across all segments of two

wheelers.

Supply Chain Management

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BRAND AWARENESS Forming the inner rung 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.

Our 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. We also facilitate knowledge sharing

by reputed international consultants in order to build & enhance management expertise

within our supplier base.

R&D

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. 

Our 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.

SOCIAL RESPONSIBILITY

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To give back to society, TVS Motor Company has formed and funded the

Srinivasan Services Trust to undertake all activities relating to community

development

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 adopted villages

across the country. 

Economic development

The program enables people below the poverty line in 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 Services 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

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The Company is actively involved 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.

Rebuilding Quake Hit Villages 

Supported by Rural Agro Research & Development Society and Kutch

Nav 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 January 2001.

Education and Literacy

In addition to providing infrastructure facilities like new buildings for

school, the Company helps establish computer education programs for school children.

The Srinivasan Services Trust has successfully achieved 98% primary school

enrollment in the adopted villages.

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

products. The people form the pillars of support, strengthening the overall quality

standards and moving towards total customer satisfaction.

In our quest to achieve 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 basic tenets of TQM, including Daily work management,

Policy management, Kaizen (continuous improvement), Training and

standardization are followed across our organization. These processes help us

produce defect free vehicles known for their durability and reliability.  All our

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BRAND AWARENESS processes are Deming certified.

Acknowledged 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 is 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. 

Our two state-of-the-art manufacturing plants in Mysore and Hosur, near

Bangalore, India’s IT Capital, are spread over 272 acres and 174 acres respectively, with

a combined capacity to produce over 1.5 million two wheelers perannum.

With flexible lines, quick change over and Poka - Yoke incorporated in the

processes, TVS Motor Company ensures high quality of its products. 

Safety management is integrated with the Company’s overall Environment, Health and

Safety (EHS) management system and is one of the most important norms of the

company

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TVS Motor Company is a reliable partner providing Information Technology

TVS Motor Company has established an e business system, which maximizes

company values and profits through e- transformation.

With the establishment of ERP systems by SAP, all processes of the company

are integrated across the manufacturing plants, suppliers, area offices and

warehouses in India.

All area and branch offices access the system via leased lines and VSAT. 

The company has successfully rolled out a Dealer Management System (DMS)

to help in standardizing

best practices in dealerships and CRM to improve interaction with customers and

product quality

customers with quality products through an e-sales portal site and information

exchange.

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BRAND AWARENESS TVS APACHE RTR 180TVS APACHE RTR 180

Technical Specifications 

Overview  

Make TVS

Model Apache RTR 180

Fuel Tank Capacity 16 liters

Dimensions  

Length 2085 mm

Width 730 mm

Height 1100 mm

Wheelbase 1326 mm

Ground Clearance 180 mm

Seat Height -

Weight  

Curb Mass 137 kg

Engine  

Type Single Cylinder, Air Cooled, 4 Stroke

Displacement 177.4cc

Transmission 5 Speed (constant mesh)

Starting Electric and Kick

Max. Power 17.3 Bhp @ 8500 rpm

Max. Torque 15.5 Nm @ 6500 rpm

Top Speed 125 km/h

Suspension  

Front Suspension Telescopic Hydraulic Forks

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REVIEW OF LITERATURE

Marketing is fast moving and exciting activity in every body’s activates. The

sellers, distributors, advertising agencies, consultants, transporters, financiers, store

agencies and every one as a consumer are part of the marketing system. Any exchange

process, be it consumer goods, intermediary goods, services of ideas, comes under the

preview of marketing. It is very often regarded that the development of markets and

marketing is synonymous with the economic development of a country. Through

marketing is an age-old activity; it has developed recently as an action discipline. In the

ever-growing corporate world, marketing is being regarded as a crucial element for the

success of an Enterprise.

PERCEPTION:

Perception can be described as “how we see the world around us.” Two

individuals may be subject to the same stimuli under apparently the same conditions, but

how they recognize them, select them, organize them and needs, value, expectations and

the like. The influence that each of these variables has on the perceptual process and its

relevance to marketing, will be examined in some detail. First, how ever, we will

examine some of the basic concepts that underline the perceptual process.

Perception is defined as the process by which an individual selects, organizes, and

interprets stimuli in to a meaning full and coherent picture of the world. A stimulus is

any unit input to any of the senses. Examples of stimuli include products, packages,

brand names, advertisement, and commercials. Sensory receptors are the human organs

that receive sensory inputs. This sensory function is to see, here, smelled taste and feel.

Perception is the process by which individual selects, organize, and interpret

stimuli into meaning full and coherent picture of the world. It has strategy implication

for marketers because consumer makes designs based on what they perceive, rather than

on the basis of objective reality.

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PERCEPTUAL SELECTION:

Consumers subconsciously exercise a great deal of selectivity as to which aspects

of the environment – which stimuli – they perceive. An individual may look at some

things ignore others, and turn away from still others. In total, people actually receive -–

or perceive – only a small fraction of the stimuli to which they are exposed.

Brand

Brand is a name, term, design, symbol or any other features that identify one

seller’s goods or service as distinct from other seller.

An identifying features that distinguishes one product from another more

specifically, and name, term, symbol, sign or design or a unifying combination of these.

Brand Name

The part of a brand that can be verbalized including letter, words and number.

Brand Mark

A legal designation, registered with the U.S. patent and trade mark office, that

gives the owner exclusive use of a brand name ,brand mark or part of a brand and

prohibits other form using it.

Branding

Branding helps consumers identify and evaluate products can provide a

psychological reward by symbol status or quality.

Reasons for Branding

Branding helps consumer to identify specific product they like or dislike so that

they can purchase the product that satisfy their needs. Branding also helps cost evaluate

the quality of products, especially when they cannot judge the product charactertics.

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BRAND AWARENESS

The marketing communicator’s target market may be totally unaware of the

product, know only its name, or know one or a few things about it. The communicator

must first build awareness and knowledge. For example, when Nissan introduced its

Infiniti automobile line, it began with an extensive “teaser” advertising campaign to

create name familiarity. Initial ads for the Infiniti created curiosity and awareness by

showing the car’s name but not the car. Later ads created knowledge by informing

potential buyers of the car’s high quality and its many innovative features.

Assuming target consumers know the product, how do they feel about it? Once

the potential buyers knew about the Infiniti, Nissan’s marketers wanted to move them

through successively stronger stages of feelings towards the car.

And also the awareness is the first step to the communication objectives. So,

awareness having the most preference in the communication process. Without awareness

there is no communication.

With the awareness of the different brands only, customers can make correct

decision about their needs. Because, different peoples having the different needs. So, with

the awareness of the different brands can make the correct solution for the customers

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CHAPTER-II

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BRAND AWARENESS

2.1 NEED FOR THE STUDY

In the modern times the business organizations are adopting new techniques and

methods for the growth of business. The organizations are trying to provide better

services to their customers to face the competition. For every business, it is not only

important to retain the present customers but also to attract the new customers. So the

TVS Company wants to know its Brand Awareness in the competitive world. To

identify the consumers are aware of TVS APACHE this study has been carried out.

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BRAND AWARENESS

2.2 OBJECTIVES OF THE STUDY

This study has been undertaken to analyze the customer opinion of various bikes

in twin cities a special reference to the TVS APACHE bikes, the other objectives are:

To know the brand awareness of TVS APACHE bikes compared to other brands

among customers.

To find out the reason why the consumer opting the brand.

To identify the customer’s opinion on overall performance of TVS APACHE.

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CHAPTER-III

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METHODOLOGY

Marketing research has got vital role in decision making process by making

available the right information at the right time in the right place and to the right person

who involved in decision making. This is a basic tool of marketing management in

decision-making. If facilitates decision making by considering the market mix elements

like price, product, place and promotion.

The research methodology is considered to be the backbone of the study. It

determines the strength, reliability and accurately of the project. Methodology shall be

considered by the methods used in research for selecting samples, sample size data

collection and various tools of data.

RESEARCH DESIGN:

A marketing research is a systematic and objective. Search and analysis of

information relevant to the identification and solution of any problem in the field of

marketing.

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The marketing research process is a seven-step procedure beginning with the

research objectives, which are based on the hypotheses. There are two types of research

(I) exploratory and (II) conclusive. Exploratory research seeks new relationship between

unknown variables and is used to formulate the research objectives. Conclusive research

uses two main methods (I) descriptive research and (II) experimentation. Exploratory

and descriptive research was for this project.

Both exploratory and descriptive research was chosen because once the data is

collected and the problem has been identified, a conclusive report is given at the end of

the project.

DATA COLLECTION METHOD:

The two main two types data collection methods

1. Questionnaire Method,

2. Observation Method

further classified in to structured vs. non structured and disguised and non-disguised.

Also, the mode of communication for the various data collection options could range

from personal to mail to telephone. Again depending upon the type of research and

constraints like time and cost, the appropriate mode of communication has to be selected

after carefully weighing its merits and demerits.

Various sources of secondary data available external to the company include:

1. Government publications,

2. Non-government publications

3. Syndicate research done on a commercial basis.

PRIMARY SOURCE

Primary data is collected by personally interviewing the owners of all the

generators. Each member of the sample responded to the questionnaire. Therefore the

33

BRAND AWARENESS changes of distortion occurring in the communication process, when the interview was

answering the questionnaire, are very much reduced:

SECONDARY SOURCE

The secondary data is collected from company news letters, magazines of the

process are population, sample frame, sampling unit and sample. There are two

approaches to sampling: (I) Profitability methods and company web site.

SAMPLING

The sampling process is an integral part of any research design. The various

components (II) Non profitability methods the typical probability methods used for

sampling are: (III) Stratified random sampling, (IV) Cluster sampling, (V)Area

sampling. The Non-profitability methods that are (I) Convenience sampling, (II)

Judgment sampling and (III) Quota sampling.

SAMPLE DESIGN

It is difficult to collect information about each of the population units so sampling

methods is in the study.

SAMPLE UNIT

For this study the main samples were the customers who are using the product.

SAMPLE SIZE : The sample size is 100

STATISTICAL TOOLS APPLIED

34

BRAND AWARENESS Much of the sampling in marketing research is non profitability in nature that is

samples are selected on the basis of the judgment of the investigators convenience or by

some other non random process rather then by use of table of random numbers or by

some other randomizing device.

The sample consists of customers who are using the bikes of different brands like

Hero Honda, Bajaj,Yamaha and others. This sample is taken through probability

sampling because it a bias free method of selecting sample units and permits the

measurement of sampling error. In profitability sampling the results are independent of

investigator and test of significance can be done only when probability sampling is done.

FIELD WORK

It was done by framing the questionnaire and taking the require information from

the respondents.

LIMITATIONS OF THE STUDY:

The study is restricted only to a sample of 150 customers of various brands in

order to know the position of the Bajaj Bikes in the market. The data collected in twin

cities. The study is limited to the following companies only.

Bajaj BikesHonda BikesYamaha BikesTVS Bikes

Some respondents are not interested to give answers due to their busy works.

My study is permitted only in twin cities.

Time is major constraint to interact more customers of TVS APACHE.

35

BRAND AWARENESS

36

BRAND AWARENESS

CHAPTER-IV

37

BRAND AWARENESS

DATA ANALYSIS AND INTERPRETATION

Table 1:- Indicating the common mode of Transport

Sno Mode of Transport No of Respondent Percentage Respondent

1

2

3

4

5

Car

Bike

Auto

Bus

Others

5

41

11

40

3

5%

41%

11%

40%

3%

Chart-1

40

3

11

41

5

0

5

10

15

20

25

30

35

40

45

Car Bike Auto Bus Others

No ofRespondents

Interpretation: - From the above table it can be concluded that the number of

respondents who said that their mode of transport by Car is 5%, Bike is 41%, Auto is

11%, Bus is 40%, and lastly others are 3%.

Inference : - Most of the respondents said that their common mode of

Transport is Bike.

38

BRAND AWARENESS

Table 2:- Indicating the awareness of Brands

S.no Factors No of Respondent Percentage Respondent

1

2

3

4

5

Pulsar

Splendor

APACHE

CBZ

Others

27

15

48

5

5

27%

15%

48%

5%

5%

Chart-2

5 5

48

15

27

0

10

20

30

40

50

60

Pulser

Splend

er

Apach

eCBZ

Other

s

No ofRespondents

Interpretation: - From the above table out of 100 sample it is clear that 27% of people

are aware of pulsar bike, 15% of people are aware of Splendor ,48% of people are aware

of TVS Apache,5% people are aware of CBZ and 5% people are aware of other bikes.

Inference: - Most of the respondents are aware of TVS Apache bike.

39

BRAND AWARENESS Table 3:- People Owning Bikes

S.no Factors No of Respondent Percentage Respondent 1

2

Yes

No

95

5

95%

5%

95

5

0

10

20

30

40

50

60

70

80

90

100

Yes No

Percentage of Respondents

No

of

Resp

on

den

ts

Interpretation: - Out of 100 sample, 95% said that they owned a Motorcycle

and 5% said that they don’t own Motorcycle.

Inference : - From the above table it is clear that 95% of people have their

Own bike.

40

BRAND AWARENESS

Table 4:- Different Brands of Bikes

Sno Factors No of Respondent Percentage Respondent

1

2

3

4

5

Pulsar

Splendor

apache

FZ

Others

14

6

70

3

7

14%

6%

70%

3%

7%

Chart-4

14

67

3

70

0

10

20

30

40

50

60

70

80

Pulser Splender Apache F-Z Others

No ofRespondents

Interpretation:From the above table out of 100 sample it is that clear 14%

are Pulsar owners, 6% are Splendor owners, 70% are Apache owners, 3% are F-z owners,7% are Other Bike owners.

Inference: Majority of the people owned TVS Apache Bikes.

41

BRAND AWARENESS

Table 5:- Sources of Information

S.no Factors No of Respondent Percentage Respondent

1

2

3

4

5

News Papers

Televisions

Current Customers

Friends/Relatives

Others

13

39

16

30

3

13%

39%

16%

30%

3%

13

39

16

30

3

05

1015202530354045

Perrcentage of Respondents

No

of

Resp

on

den

ts

Interpretation: -

From the above table it is clear that out of 100 samples, 13% customers have

collected the information about TVS apache through News Papers, 39% of the

people gathered the information through Television, 16% of the people gathered

the information through current Customers and 30% of the people gathered the

information through Friends/Relatives and 3% got from Others.

Inference : - Majority of the customers of T.V.S apache said that they

gathered the information through Television.

42

BRAND AWARENESS

Table 6:- Factors influencing the purchase of TVS apache

S.no Factors No of Respondent Percentage Respondent

1

2

3

4

5

Price

Brand name

Design

Mileage

Others

14

30

30

20

6

14%

30%

30%

20%

6%

Interpretation: - From the above table it is clear that 14% are Price influences

Customers, 30% are influenced by Brand name, 30% are influenced by Design, 20 % of

Customers are influenced by Mileage and other features influence 6%.

Inference: - Majority of the people said that they are influenced by the Mileage and

brand name of the TVS apache.

43

BRAND AWARENESS Table 7:- Awareness of Brand Features

Sno Factors No of Respondent

Percentage Respondent

1

2

3

4

5

Good Mileage

Pick -up

Design

Powerful Headlight

Perfect Balance

30

14

24

18

14

30%

14%

24%

18%

14%

Chart-7

30

14 14

18

24

0

5

10

15

20

25

30

35

Goodmileage

Pick up Design PowerfulHeadlight

PerfectBalance

No ofRespondents

Interpretation: - From the above table it is clear that 30% Customers are aware of it’s

Good Mileage,14% are aware of Pick-up, 24% are aware of Design, 18% are aware of

powerful Headlight and 14% customers are aware of perfect balance of the Bike.

Inference : - It is clear that Majority of the Customers are influenced by the

GOOD MILAGE of the bike

44

BRAND AWARENESS

Table 8: - Mileage given by TVS APACHE Bike

S.no Factors No of Respondent

Percentage Respondent

1

2

3

35-40

40-45

50&above

17

60

23

17%

\60%

23%

Chart-8

17

60

23

0

10

20

30

40

50

60

70

35-40 40-45 50&above

No ofRespondents

Interpretation: From the above table it is clear that 17% of respondents get 35-40kmpl

mileage, 60% of respondents get 40-45 kmpl- mileage, 23% of respondents get 50 kmpl

mileages.

Inference: - Most of the respondents get a mileage of 40-45 kmpl.

45

BRAND AWARENESS

Table 9: - Purchasing of TVS APACHE Bike in Future

Sno Factors No of Respondent

Percentage Respondent

1 2

3

4

5

Apache Splendor F-Z

Pulsar

Others

35

25

2

28

30

35%

25%

2%

28%

30%

Chart-9

35

25

3028

2

0

5

10

15

20

25

30

35

40

Apache Splender F-Z Pulser Others

No ofRespondents

Interpretation: -

From the above table it is clear that out of 100 samples 35% of the people are interested

to buy the TVS apache in future, 25% are interested in purchasing Splendor, 2% are

interested in purchasing F-Z, 28% are interested in purchasing pulsar and 30% of people

are interested in purchasing other bikes.

Inference : - From the above it is clear that majority are interested in Purchasing TVS

apache bike in future.

46

BRAND AWARENESS

CHAPTER-V

47

BRAND AWARENESS

FINDINGS

The common mode of transport of the people by Car is 5%, Bike is 41%, Auto is

11%, Bus is 40%, and lastly others are 3%.

27% of people are aware of pulsar bike, 15% of people are aware of

Splendor ,48% of people are aware of TVS Apache, 5% people are aware of CBZ

and 5% people are aware of other bikes.

95% said that they owned a Motorcycle and 5% said that they don’t own

Motorcycle.

14% are pulsar owners,6% are Splendor owners, 70% are TVS Apache

owners,3% F-Z owners and 7% belongs to some other Bike owners.

13% customers have collected the information about TVS Apache through News

Papers, 39% of the people gathered the information through Television, 16% of the

people gathered the information through current Customers and 30% of the people

gathered the information through Friends/Relatives and 3% got from Others.

14% are Price influences Customers, 30% are influenced by Brand name, 30% are

influenced by Design, 20 % of Customers are influenced by Mileage and other

features influence 6%.

30% of customers’ are satisfied with good mileage, 14% are satisfied with pick-

up, 14% are satisfied with perfect balance, 24% are satisfied with design and 18%

are satisfied with powerful headlight.

48

BRAND AWARENESS

17% of respondents get 35-40kmpl mileage, 60% of respondents get 40-45 kmpl

mileage, and 23% of respondents get 50&above kmpl mileage Most of the

respondents say that Apache bikes give a mileage of 40-45 kmpl.

35% of the people are interested to buy the TVS Apache in future, 25% are

interested in purchasing Splendor, 2% are interested in purchasing F-z, 28% are

interested in purchasing pulsar and 30% of people are interested in purchasing

other bikes.

49

BRAND AWARENESS

SUGGESTIONS

Management has to provide the bikes with more mileage and pick-up..

Sales process, availability of models and colours has to be improved.

Indian market is price sensitive market, so the bikes’ prices has to be in such a

way that all level of people would be attractive.

The TVS Company needs to increase promotional activities to create more

BRAND AWARENESS in public.

50

BRAND AWARENESS

CHAPTER-VI

Conclusion

51

BRAND AWARENESS

After completing the study, it is clear that a majority of respondents gave

positive response on the Brand Awareness of T.V.S.APACHE vehicle. However the

company has got more range in their brands and customer satisfactory level than their

competitors. If the company focuses more on the promotional aspects and the service

aspects ,it can maintain the same position in future market.

52

BRAND AWARENESS

QUESTIONNAIRE

An Assessment of Brand Awareness with Reference to TVS Victor

Name: …………………………………………….

Address: …………………………………………… …………………………………………… ……………………………………………

Cell No: ………………………………………

1. What is your common mode of transport? [ ]

(a) Car (b) Bike (c) Auto (d) Bus (e) Others

2. Please mark the different brands of bike you are aware of? [ ]

(a)Pulsar (b) Splendor (c) Victor (d) Libero (e) Others

3. Do you own a motorcycle ? [ ]

(a) Yes (b) No

4. Which Brand of motorcycle do you own? [ ]

(a)Pulsar (b) Splendor (c) Victor (d) Libero (e) Others

5. How did you come to know about the T.V.S Victor? [ ]

(a)News Paper (b) Television (c) Current Customer

(d)Friends/Relatives (e)Others

6. Which among the below features/factors influenced you most in purchasing of

TVS Victor? [ ]

(a) Price (b) Brand name (c) Design (d) Mileage (e) others

7. With which features of TVS Victor do you satisfy more ? [ ]

(a) Good Mileage (b) Pick- up (c) Design

(d) Powerful Headlight (e) Perfect Balance

53

BRAND AWARENESS

8. How much mileage (kmpl) is your bike giving? [ ]

(a) 40-50 (b) 50-60 (c) 60-70 (d) Above 70

9.In future if you plan to purchase a motorcycle, which among the

following will you go for? [ ]

(a) Pulsar (b)Splendor (c) Victor (d) Libero (e)Others

10. Do you recommend TVS Victor bike to your friends/relatives? [ ]

(a) Yes (b) No (c) Can’t say

11. What Suggestions would you like to offer for its improvement?

____________________________________________________

____________________________________________________

____________________________________________________

12.TVS apache is the best brand in A.P? [ ]

(a) agree (b) Strongly agree (c)Disagree (d)Strongly disagree

13. Are you aware of TVS apache brand? [ ]

(a) Yes (b) No

14. TVS apache bike price is comfortable to the customers compare with competitors?

[ ]

(a) agree (b) Strongly agree (c)Disagree (d)Strongly disagree

15. Does TVS apache brand satisfies the customer different varieties?[ ]

(a) Yes (b) No

16. what is your opinion on TVS apache brand?

____________________________________________________

54

BRAND AWARENESS ____________________________________________________

BIBLIOGRAPHY

1. Principles Of Marketing - Philip Kotler & Gary Armstrong- J.C. Gandhi

2. Marketing Management - V.S. Ramaswamy & S.Namakumari

3. Marketing Research - Tull Donald & Hawkins

4. Consumer Behavior - Schiffman Leon & Kanuk Leslie

5. Website - www.tvsvictor.com

6. Magazines - Business Today & Business World

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