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Effectiveness of advertisement strategies at tvs mba project reports

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    Effectiveness of advertisement strategies at tvs mba project reports Effectiveness of advertisement strategies at tvs mba project reports Document Transcript

    • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BYGULAPPANNAVAR TVS MOTOR Contents SL.NO. TOPIC PAGE NO. 1 PART – 1 EXECUTIVE SUMMORY 3 INDUSRTY PROFILE 3 COMPANY PROFILE 5 NEED OF STUADIES 6 OBJECTIVES OF STUDY 7 SCOPE OF THE STUDY 8 METHODOLOGY 9 FINDINGS ,CONCLUSTION & RECUMENDATION 10 2 PART – 2 INTRUDUCTION TO THE STUDY 12 INDUSTRI PROFILE 14 3 PART – 3 34 COMPANY PROFILE 4 PART – 4 OBJECTIVES OF STUDIES 39 SCOPE OF STUDY 40 METHODOLAGY 41 5 PART – 5 ANALYSIS AND INTERPRITATION 43 6 PART – 6 FIDINGS,SUGGESTIONS AND CONCLUSION 61 ANNEXURE 65 BIBLOGRAPHY. 71BABASAB PATIL Page 1
    • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BYGULAPPANNAVAR TVS MOTORPART – 1 • EXECUTIVE SUMMORY • INDUSRTY PROFILE • COMPANY PROFILE • NEED OF STUADIES • OBJECTIVES OF STUDY • SCOPE OF THE STUDY • METHODOLOGY • FINDINGS ,CONCLUSTION & RECUMENDATION • LIMITATION OF STUDY EXECUTIVE SUMMARY It gives me an immense pleasure to present you this entire project. The topic is “ASTUDY ON EFFECTIVENESS OF ADVERTISEMENT STRATEGIESBABASAB PATIL Page 2
    • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BYGULAPPANNAVAR TVS MOTORIMPLEMENTED BY GULAPPANNAVAR TVS MOTOR COMPANY TOINCREASE SALES” The study is undergone at Gulappanavar TVS. The project report focusesadvertisement activity done to increase sales and the types of advertisement done byGulappanavar TVS motors. Industry Profile:Founder T. V. Sundram IyengarYear of Establishment 1911Industry Automotive - Two WheelersBusiness Group The TVS Group Motorcycles, Mopeds, Ungearedscooters, AutomotiveProduct componentsRegistered & Head Office TVS Motor Company Jayalakshmi Estates V Floor 8, Haddows Road Chennai - 600006 Ph: 044-28272233 Fax: 044-28257121Works Post Box No. 4 Harita,Hosur 635 109 Ph: 04344-276780 Fax: 04344-276878 Byathahalli Village, Kadakola Post Mysore 571 311 Ph: 0821-2596561 Fax: 0821-2596550 / 2596553Website www.tvsmotor.inEmployees 4000The major productsMotorcycles • TVS Ind Suzuki AX 100 • TVS MAX 100 • TVS SupraBABASAB PATIL Page 3
    • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BYGULAPPANNAVAR TVS MOTOR • TVS Fiero • TVS Star City • TVS Star Sport • TVS Fiero F2 COMPANY PROFILE TV Sundram Iyengar and Sons Limited (TVSs) is the holding company forthe TVS Group of companies engaged in the manufacturing of almost all kinds ofautomotive components, two wheelers and a few other industrial products.BABASAB PATIL Page 4
    • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BYGULAPPANNAVAR TVS MOTORTVS Group was established in 1911 by Shri. T.V. Sundaram lyenger. As one if India’slargest industrial entities it epitomizes Trust, Value and Service.TVS Motor Company Limited, the third largest two-wheeler manufacture. In India andamong the top ten in the world, with annual turnover of more than $ 1 billion in2006-2007, and is the flagship company of the $ 4 billion TVS Group.Need for studyBABASAB PATIL Page 5
    • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BYGULAPPANNAVAR TVS MOTORThe need of the study is conducted is only for organization level. It is for to understandthe advertisement how it effect on, 1. To getting market stage. 2. To producing products 3. To creation of demand and supply. 4. How it make financially strong?Objective of the study:  To know the impact of advertisement on its customerBABASAB PATIL Page 6
    • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BYGULAPPANNAVAR TVS MOTOR  To advice appropriate advertising methods and means to Gulappanavar Motors Company  To know which advertisement of TVS bikes is more effective on TV  To determine effectiveness of advertisement media used by Gulappanavar TVS Motors Company  To know to what extent advertisement helps in increasing salesScope of the study:BABASAB PATIL Page 7
    • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BYGULAPPANNAVAR TVS MOTOR  To know the impact of advertisement on its customer  To know which source of advertisement that suits the organization  To know to at what extent advertisement helps in increasing sales  To know customers perception towards advertisement strategy implemented.  To determine effectiveness of advertisement media used by Gulappanavar TVS Motors CompanyMethodology: SAMPLINGSelection of SampleBABASAB PATIL Page 8
    • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BYGULAPPANNAVAR TVS MOTORSampling allows us to concentrate our attention upon relatively small number of peopleand hence devote more energy to ensure that the informational collected from them isaccuratePOPULATION People from Bailhongal citySAMPLE FRAME All the existing customer of TVS bike and potential customerSAMPLE SIZE 100 UnitsSAMPLE METHOD Convenience and judgmental sampling.Methodology  Primary Source: Questionnaire Unstructured interview  Secondary Source: Company data through Internet Organization ReportFindings  85% respondents watch/read ads everyday and 15% respondents don’t watch/read ads everydayBABASAB PATIL Page 9
    • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BYGULAPPANNAVAR TVS MOTOR  50% respondents prefer reading Tarun Bharat and 21% respondents prefer reading Vijay Karnataka ,17% respondents prefer reading The Times of India  65% respondents has not come across Bailhongal TVS ads in news paper and 35% come across ads in news paperRecommendation1) Newspaper is the media through which most of the customer could know about GUIAPPANNAVAR AUTO. So company should emphasis on this mean ofadvertisement so as to create awareness2) To make ads effective company should use celebrities in ads and there should beaction and thrill in ads that attracts viewer3) Company can think of installing hoarding n prime locations for the visibilityPART – 2BABASAB PATIL Page 10
    • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BYGULAPPANNAVAR TVS MOTOR • INTRUDUCTION TO THE STUDY • INDUSTRI PROFILE INTRODUCTIONWe are surrounded by advertising—on television, radio, the Internet, as well as onroadside hoardings and in printed media. Most of it is more sophisticated than we realize—almost every professionally produced advertisement is a carefully constructed mixtureBABASAB PATIL Page 11
    • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BYGULAPPANNAVAR TVS MOTORof words, images, and symbols, chosen with the aid of experts in consumer psychology.Understanding how advertisements workAdvertisements, whatever their medium or format, have two purposes: • To inform us of the availability of a product or service, or to give details of an event • To persuade us, usually to buy something, or to support a causeUltimate objective of every organization is to generate sales which will bring revenues tothe company, and increase sales advertisement is one of the means. The advertiser’sobjectives different from the consumer’s. Ultimately advertiser want consumer to buy and keepbuying their goods and services. To move consumers to action, they must gain theirattention. They must then hold their interest long enough to convince them to changetheir purchasing behavior, try their product, and stick with their product.Back GroundTVS Motor Company has one of the most extensive network with over 500 dealers and2500 Customer touch points.BABASAB PATIL Page 12
    • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BYGULAPPANNAVAR TVS MOTORWe are the first in the two-wheeler industry to measure customer satisfaction, audited byexternal consultants of international repute.We have taken care to standardize facilities across all customer touch points. Upgradation of faculties and continuous improvement in all processes is given importance.The company also takes an active part in imparting training and capability building in allareas including sales, service and business management. All our dealers are connectedthrough the extended network of SAP, ensuring operational efficiencyIndustry Profile:Founder T. V. Sundram IyengarYear of Establishment 1911BABASAB PATIL Page 13
    • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BYGULAPPANNAVAR TVS MOTORIndustry Automotive - Two WheelersBusiness Group The TVS Group Motorcycles, Mopeds, Ungearedscooters, AutomotiveProduct componentsRegistered & Head Office TVS Motor Company Jayalakshmi Estates V Floor 8, Haddows Road Chennai - 600006 Ph: 044-28272233 Fax: 044-28257121Works Post Box No. 4 Harita,Hosur 635 109 Ph: 04344-276780 Fax: 04344-276878 Byathahalli Village, Kadakola Post Mysore 571 311 Ph: 0821-2596561 Fax: 0821-2596550 / 2596553Website www.tvsmotor.inEmployees 4000Board of DirectorsVenu Srinivasan Chairman & Managing DirectorT.K.Balaji DirectorT. Kannan DirectorN. Ganga DirectorC.R.Dua DirectorBABASAB PATIL Page 14
    • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BYGULAPPANNAVAR TVS MOTORH. Lakshmanan DirectorT. R. Prasad DirectorK.S.Bajpai DirectorK.N. Radhakrishnan PresidentS. G. Murali Sr.Vice PresidentT.S.Rajagopalan Finance SecretaryProducts:Two Wheelers in India was set up as a joint venture between TVS and Dunlop, UK in1960. The company supplies wheels as Original Equipment to all major vehiclemanufacturers in the country. Wheels India is entering into collaboration with Titan, theworld leader in off-highway vehicle wheels relating to earthmoving, construction andagricultural equipment. Manufacturing Plants are located at Chennai, Tamil Nadu,Rampur, UP and Ranjangaon, Maharashtra. Wheels India has a workforce of 100.Products and ServiceWheels for commercial vehicle, cars, jeeps, tractors construction equipment / earth moverand defense vehicle, wire wheels for export and air suspension systems for commercialvehicle.The major productsMotorcycles • TVS Ind Suzuki AX 100 • TVS MAX 100 • TVS Supra • TVS Fiero • TVS Star City • TVS Star Sport • TVS Fiero F2BABASAB PATIL Page 15
    • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BYGULAPPANNAVAR TVS MOTOR • TVS Victor (110 cc) • TVS Victor GLX (125 cc) • TVS Flame (125 cc,ccvti technology) • TVS Apache RTR 160 • TVS Apache RTR 160 EFI (Electronic Fuel Injection)Scooters • Spectra Dx (150 cc) • Spectra Ax (150 cc)Scooterettes • TVS Scooty KS (60 cc) • TVS Scooty Pep (75 cc) • TVS Scooty Pep + (90 cc) • TVS Teenz • TVS Scooty Wimbledon collectionLaunched Models: 1. India’s first 2 seater 50cc Moped TVS 50, launched in Aug 1980. 2. First Indian Company to introduce 100cc Indo-Japanese motorcycles in Sept 1984. 3. Launched India’s first indigenous Scooterette (sub-100 cc variomatic scooters), TVS Scooty in June 1994. 4. Introduced India’s first catalytic converter enabled motorcycle, the 110cc Shogun in Dec 1996. 5. Launched India’s first 5-speed motorcycle, the Shoaling in Oct 1997.BABASAB PATIL Page 16
    • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BYGULAPPANNAVAR TVS MOTOR 6. Launched TVS Fiero, India’s first 150 cc, 4 stroke motorcycle, in April 2000. 7. Launched TVS Centra in January 2004, a world-class 4-stroke 100 cc motorcycle with the revolutionary VT-I Engines for best-in-class mileage. 8. Launched TVS Star in Sept 2004, a 100 a motorcycle which is ideal for rough terrain, followed by TVS Star Sport & Star DeluxProducts:TVS Victor4-Stroke, 125cc, performance motorcycle with VT-I technology.TVS Apache: 4-Stroke, 150cc high performance motorcycle.BABASAB PATIL Page 17
    • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BYGULAPPANNAVAR TVS MOTORTVS Scooty: 4-Stroke, 90cc scooterette for the new generation.BABASAB PATIL Page 18
    • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BYGULAPPANNAVAR TVS MOTORTVS Centra: 4-Stroke, 150cc premium performance motorcycle.BABASAB PATIL Page 19
    • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BYGULAPPANNAVAR TVS MOTORTVS Star: 4-Stroke, 100cc value for money economy motorcycle for good mileage andrugged terrain.• TVS Flame (125 cc,ccvti technology)BABASAB PATIL Page 20
    • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BYGULAPPANNAVAR TVS MOTORSubsidiaries of TVS Group :TV Sundaram lyengar and Sons Limited operates through the three following divisions:TVS Sundaram Motors Madras Auto Service 1. TVS and Sons distribute Heavy duty Commercial Vehicles, Jeeps and Cars. It represents premier automotive companies like Ashok Leyland, Mahindra and Mahindra ltd. Fiat and Honda. It also distributes automotive spare parts for several leading manufacturers. 2. TVS & Sons has grown into a leading logistics solution provider and has set up state-of-the-art warehouse all over the country. It has also diversified into distributing Garage equipment that ranges from paint booths to engine analyses and industrial products. 3. Sundaram Brake Linings Limited- First Indian company to manufacture asbestos- free brake linings, woven clutch facings and disc pads for automotive applications. 4. Sundaram Fasteners Limited- India’s largest manufacturer of radiator caps to GM in USA. 5. Sundaram Finance Limited – Leading consumer finance company in India. 6. Sundaram Industries Limited - with a reputation built over five decades, comprises several division: custom molded rubber products, tyre service and coach building. Also specializes in refrigerated trucks and bunk beds. 7. Sundaram Clayton Limited - Sundaram Clayton Limited was established in 1962 in collaboration with Clayton Dewandre Holdings Plc. (WABCO Automotive) pioneering the manufacture of air brake systems in India. SCL enjoys a major share of the Indian OEM market as well as the domestic aftermarket, which it caters to through a strong and well spread-out distribution network SCL-Brakes division is the first company in India and fourth company outside Japan to win the Deming award for achieving distinctive performance improvements through TQM.BABASAB PATIL Page 21
    • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BYGULAPPANNAVAR TVS MOTOR 8. Sundaram Motors – Major dealer for Indian and foreign cars in South India and foreign cars in South India. Established in 1966, Sundaram Fasteners Limited (SFL) is today the largest manufacturer of high tensile fasteners in India. SFL is also the principal supplier of radiator caps to General Motors, North America. Powder metal parts include rotors & gears, shock absorber components, value train components, structural components and bushes. Cold extruded parts include gear blanks transmission parts, cams, starter sleeves & pinions and CV joint parts. The radiator caps range includes oil filter caps and fuel filter caps, both metallic and plastic..BABASAB PATIL Page 22
    • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BYGULAPPANNAVAR TVS MOTORSupply Chain ManagementForming the inner of the extended TVS family; our suppliers are involved at every stageof product development.We extend core values and best practices to all our suppliers. Through continuoustraining forums we impart TPM (Total Productivity Maintenance) and JIT (Just in Time)practices.TVS suppliers are committed to quality through continuous improvement and upgradation of processes. This has helped them obtain prestigious internationalcertifications like ISO 9000, QS 9000 & TS 16949.The TVS Motor Company R&D team has a strong pool of technical talent supported bystate-of-the-art infrastructure capable of developing new and innovative designs.Currently, more than 400 engineers work on developing radically new products andcutting edge engine technologies. Our R&D team has developed the revolutionaryVariable Timing Intelligent (VT-i) Engines, one of the most innovative technologiesdeveloped in the two wheeler industry.TVS R&D Engineers have published multiple technical papers in internationalconferences on engine and vehicle technologies. They also have a number of patents totheir credit.BABASAB PATIL Page 23
    • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BYGULAPPANNAVAR TVS MOTORQuality is the way of lifeAt TVS Motor Company, every department works in tandem to produce quality product.The people from the pillars of support, strengthening the overall quality standards andmoving towards total customer satisfaction.In our quest to achieves world class levels in quality as well as improvements in designand processes, the company has formed special task forces to monitor quality relatedperformance. The basis tents of TQM, including daily work management, Policymanagement, Kaizen (continuous improvement), training and standardization arefollowed across our organization.Acknowledges by the Japanese for Quality. We at TVS Motor Company are proud tohave been awarded the prestigious and coveted Deming Prize, instituted by JUSE (Unionof Japanese Scientists and Engineers). TVS Motor Company in the only 2-wheelercompany in the world to have received this award.TVS Motor Company was also awarded the prestigious “TPM Excellence award Firstcategory” by Japan Institute of Plant Maintenance (JIPM), rated as the benchmark inTPM excellence in India.BABASAB PATIL Page 24
    • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BYGULAPPANNAVAR TVS MOTORSocial responsibility :This extended arm of the company believes in social responsibility and has involveditself in several community development initiatives that have significantly improved thestandard of living of the people in 51 villages across the country.Economic developmentThe program enables people below the poverty line these adopted villages to earn theirlivelihood by involving them in activities that generate income.HealthHealth is one of the main focus areas of the Srinivasan Service Trust. Dental care camps;eye camps, health check-up and nutrition programs are conducted. The initiative alsofocuses on primary health, maternal health, child-care and leprosy eradication.Infrastructure DevelopmentThe Company is actively in the community development of the villages by providinginfrastructure facilities such as housing, sanitation, roads drains, bus shelters, medicalcentre and natural resources management.BABASAB PATIL Page 25
    • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BYGULAPPANNAVAR TVS MOTORRebuilding Quake Hit VillagesSuppurated by Rural Research & Development Society and Kutch Nave NirmanAbhiyan, the Company has rebuilt “Goyersama” a village in the District of Gujarat,which was hit by an earthquake of unprecedented scale and magnitude on 26th Jan 2001.Education and literacyIn addition to providing infrastructure facilities like new building for school, theCompany helps establish computer education programs for school children. TheSrinivasan Service Trust has successfully achieved 98% primary school enrollment in theadopted villages.The performance in January 2006 represents the shape of things to come in the comingmonths. While the performance of new brands launched last year, in particular, StaR Citycontinue to beat expectations, TVS Apache, the new 150 cc motorcycle in the premiumsegment promises to be a winner as it has already won several coveted awards for itsoverall performance and style.TVS Star City is amongst the few bikes that have crossed the sale of 50,000 units permonth StaR City has enabled the company to make significant inroads in the economysegment of the motorcycle market.TVS Scooty recorded 17,957 units in January 2006 compared to 14,724 units in the sameperiod last year recording a growth of 22% Scooty Pep+ won the best “Scooter of theyear award 2006” by OVERDRIVE and it continues to be a dominant player in theunguard scooter category.In the export front, TVS Motor Company continued its robust performance havingexported 6,374 units in January 2006. Exports recorded a growth of 147% compared tothe same period last year.BABASAB PATIL Page 26
    • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BYGULAPPANNAVAR TVS MOTORAwards:TVS APACHE bages 5 coveted awards by leading Auto Magazines“Bike of the Year”CNBC-TC18 AUTOCAR AWARDS 2006 “Bike of the Year”OVERDRIVE Awards 2006“Bike of the Year”Business Standard Motoring Awards 2006“Indigenous design of the year”OVERDRIVE Awards 2006“Design of The year 2006-Two wheeler”BBC Top Gear design awards 2006“Design of the Year- Concept Vehicles”Top Gear design awards 2008BABASAB PATIL Page 27
    • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BYGULAPPANNAVAR TVS MOTORStrategy:CONSOLIDATION is the current theme at TVS Motor. In the intervening period that is,before new models are rolled out – the company seems to be truing to refocus and offerpotential customers more choice with the launch of new variants under the existingbadges.The new variants have been fine-tuned based on customer feedback. They will attempt tooffer more value to the customer, even as competitors have been nibbling away at thecompany’s market share.The new variants are basically spruced up versions of bikes that have either beenperforming below expectations or attracting customers only in specific markets.So, the obvious two to get the cosmetologist treatment are the TVS Victor GX and theStar.The 110cc Victor GX was not finding many takers from either the 100cc or the 125ccsegments. Designed to attract the entry-level bike buyer interested in a bit more of powerand style, the Victor GX (and for that matter the GLX) has not been able to stir up thesame level of interest among potential customers that the original Victor had managed todo.Now, TVS is replacing the Victor GX with newly developed Victor Edge, and theprincipal change is the heart transplant. The old 110cc engine has been hauled out and aslightly tweaked version of the GLX’s 125cc engine has been in its place.The new, fine-tuned 125cc engine delivers a higher 9.2 bhp of peak power against the 8.1bhp that the earlier 110cc engine managed.BABASAB PATIL Page 28
    • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BYGULAPPANNAVAR TVS MOTORThe extra power should give the Edge an advantage in the premium entry-level bikescategory. However, TVS has not chosen to replace the four-speed gearbox with a Five-speed shifter, a feature that more bikes in this segment want as part of the package.The Victor Edge’s engine performance has been aided by a roller cam follower forreducing friction losses, and this is expected to improve fuel-efficiency. The engine alsofeatures larger valves and a reworked air-box for better sir induction.Overall, the changes boost peak torque to a high 10 Nm at a low 4,000 rpm.The Edge also features changes to the chassis, including an increased wheelbase and anew box section swing arm for greater stability and better maneuverability, handling andride. The Edge’s wheelbase has been increased from 1,200mm to 1,240mm, and comeswith gas filled shock absorber at the rear.The other additions are optional alloy wheels and disc brakes, new dual tone side panelstickers with five color theme options, enhanced grip levers for better feel, and slightlyreworked switchgear that feels more study and reliable.The Edge is priced at Rs. 40,990 (ex-showroom, Chennai).Along with the launch of the Victor edge, TVS has unveiled a new version of thecompany’s barebones, entry-level 100cc bike.The Star (spelt as StaR) had replaced TVS’ long standing two-stroke entry-level bikeseries – the erstwhile Max 100 and Max 100R – last year.After the launch of the Star DLX, the slightly jazzed-up version of the basic strippeddown model, the TVS Star City, launched earlier this month, will now attempt to offerBABASAB PATIL Page 29
    • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BYGULAPPANNAVAR TVS MOTORthe entry-level biker who wants to continue to stick within the bounds of this segment, abit more style and finish.The Star City will target a potential, fuel-efficiency conscious 100cc bike buyer who livein the city and will be willing to pay a marginally higher price for more features andbetter looks and finish quality.With that target audience, the bike is being offered with a new headlamp fairing andhalogen bulb combo, easy-to-read instrumentation with a new blue backlight, push-cancelindicator switches, new spring shock absorbers with a hand-operated pre-load adjustmentlever and a new sporty silencer and heat shield combo that feature the same diagonallychopped-off design that Yamaha first brought to the market.Seat width on the Star City has also been increased slightly to improve ride comfort forlong distance travel. The roller cam follower technology that TVS first adopted in theCentra has been inducted into the Star City for friction reduction and increased mileage.The bike will also sport a new, more rigid, reinforced chassis frame and wider three-inchtyers at the rear for improved stability and road holding.Dual tone colors are also being offered and TVS will soon launch a new advertisingcampaign for all its three new variants-Sciity Pep+, Victor Edge and the Star City.There was a time, not long ago, when a two-wheeler meant a Bajaj Chetak or an LMLVespa. In the past five years or so, sales of motorcycles have outstripped sales of nearlyall other two-wheelers.BABASAB PATIL Page 30
    • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BYGULAPPANNAVAR TVS MOTORConsumer preferences have shifted in favour of motorbikes and though this is partlyrelated to price factors, it is also due to the fact that motorcycles are actually being seenas better vehicles than the heavy and unwieldy geared scooters.The sales tax rationalization that took place in the 2001 budget resulted in scootersbecoming more expensive than before. In addition the government began to enforce strictEuro-emission norms which forced scooter manufacturers to install catalytic converters inexisting vehicles or to go in for four-stroke engines to reduce pollution, thus adding to thecosts of scooters. But, fortuitously, motorcycles were already in tandem with these newnorms.Motorcycle, being more suited for commuting than any other vehicle, combines a varietyof factors such as comfort, ability to handle bad roads and intrinsic stability. All thismakes it extremely suitable for the Indian market.Here comes gearless but, curiously enough, in the past one year the scooter has not onlyback, but is surging ahead in sales-and this time it is sleeker, lighter and, mostimportantly, without gears. Indeed, in a number of B and C cities and small towns acrossIndia, women and teenagers are taking to gearless scooters like “ducks to water”.It’s easy to see why. Gearless scooters are light and easy to handle, have sufficientcompartments to carry goods and go easy on fuel, much like mopeds, with their almostlegendary fuel-saving ability.In fact, in recent times, auto industry experts say there has been a discernible shift ofbuyers from mopeds to gearless scooters as the latter cost just a coupe of thousand moreand come with sturdier bodies and better looks.BABASAB PATIL Page 31
    • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BYGULAPPANNAVAR TVS MOTORAround two year ago when sales of geared scooters started falling, a number ofcompanies led by Honda Motor and Scooters India, which did not have a motorbikemodel in the market, launched gearless scooters in an effort to grow this segment.The gearless scoters segment (75-125 cc) comprises four major players: Honda with theActive and the Dio; Kinetic with the Zoom and the Nova; Bajaj with the Sunny and theSaffire; and TVS with the Scooty.Future FocusIn the future TVS Motor Company will be one among the top two 2 wheeler companiesin India and one among the top five 2-wheeler companies in Asia.We will have profitable operations overseas, especially in Asian markets, capitalizing onour expertise in the areas of manufacturing, technology and marketing. The Companywill hone and sustain its cutting edge of technology by constant benchmarking againstinternational leaders. TQM will be a way of life and guide all our endeavors.BABASAB PATIL Page 32
    • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BYGULAPPANNAVAR TVS MOTORPART – 3 • COMPANY PROFILEBABASAB PATIL Page 33
    • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BYGULAPPANNAVAR TVS MOTORCOMPANY PROFILETV Sundram Iyengar and Sons Limited (TVSs) is the holding company for the TVSGroup of companies engaged in the manufacturing of almost all kinds of automotivecomponents, two wheelers and a few other industrial products.TVS Group was established in 1911 by Shri. T.V. Sundaram lyenger. As one if India’slargest industrial entities it epitomizes Trust, Value and Service.TVS Motor Company Limited, the third largest two-wheeler manufacture. In India andamong the top ten in the world, with annual turnover of more than $ 1 billion in2006-2007, and is the flagship company of the $ 4 billion TVS Group.The company has 4 plants - located at Hosur and Mysore in South India, in HimachalPradesh, North India and one at Indonesia. The company has a production capacity of300 thousand units a year.The year 1980 is one to be remembered for the Indian two-wheeler industry, with the rollout of TVS 50, India’s first two-seater moped that ushered in an era of affordablepersonal transportation. For the Indian Automobile sector, it was a break through to beetched in history.TVS Motor Company is the first two-wheeler manufacture in the world to be honoredwith the hallmark of Japanese Quality –The Deming Prize for Total QualityManagement.TVS Motor Company Limited is one of the largest two-wheeler manufactures and alsoamong the fastest growing companies in the country. It is the largest manufacturer of sub100cc (50cc, 60cc & 70cc category) 2-wheeler in the world.BABASAB PATIL Page 34
    • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BYGULAPPANNAVAR TVS MOTORIt has the unique distinction of having sold nearly 4 million the highest ever in India. Itexports its range of products to 17 countries worldwide. Its unrelenting pursuit ofcustomer satisfaction in all aspects if manufacturing of 2-wheeler is reflected in over 6million satisfied owners of mopeds, motorcycles and scooters. Its 4000 highly motivatedemployees manufacture high quality vehicles from two manufacturing plants in Hosurand Mysore, with a wide dealer network of around 410.TVS Motors strength lies in design and development of new products - the latest launchof 7 products on the same day seen as a first in automotive history. They at TVS delivertotal customer satisfaction by anticipating customer need and presenting quality vehiclesat the right time and at the right price. The customer and his ever changing need is ourcontinuous source of inspiration.Vision of the company“We are committed to being a highly profitable, socially responsible, and leadingmanufacturer of high value for money, environmentally friendly, lifetime personaltransportation products under the TVS brand, for customers predominantly in Asianmarkets and to provide fulfillment and prosperity for employees, dealers and suppliers.”TVS Group Companies • Sundaram Brake Linings • Sundaram Fastners • Southern Roadways • Sundaram Finance • Sundharams Private LimitedCOMPANY PROFILEName of the Company : GUIAPPANNAVAR AUTO LTDAddress of the company : GUIAPPANNAVAR AUTO LTD Vidhy nagar Bailhongal-591102Year of Establishment : July 1998BABASAB PATIL Page 35
    • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BYGULAPPANNAVAR TVS MOTORManagement ProfileManaging director and Chairman Mr. R.M .PatilSales Manager Mr. MustaqService Station Manager Mr. Sanjeev H Office staffSales Executives 1) Mr. Asif 2) Mr. MaheshWork shop Supervisor 1)Mr. Laxmikanth 2)Mr. ChandruCashier Mr. LingappaReceptionist Miss. RoopaliStore keeper Miss. SavitriMechanics 1) Umesh 2) Madan 3) Madhu 4) GirishDepartmentsSales department:BABASAB PATIL Page 36
    • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BYGULAPPANNAVAR TVS MOTOR This department of the sales manager under whom are sales executives. The saleexecutives are the people who help the customers to provide the necessary informationregarding their product. They are the key people who convince the customers to buy theirproduct. This department is responsible for the sales of their product.Spares Department: Spares department consist of a manager who looks after all the transaction carriedout in the spare department. This department holds the spares of the TVS bikes. Underthe manager they are employees who are responsible for the carrying out the sales of thespares and maintaining the records of the transactions.Accounts department: This department also consists of manager under whom there are other accountantsworking. This department is responsible for maintaining the financial transactions carriedout within the organization. Maintaining the financial transactions, during the duay are tobe recorded by the accounts department.Pre-delivery inspection: This department consists of a PDI in charge under whom there are technicianworking. The department is the responsible for checking the bike and making it readybefore the delivery is made.Work station: This department is responsible for the maintenance and servicing of the bikes. Inthis department there is a service manager, under whom are supervisors or serviceadvisors. Under the supervisor are the technicians who service the bikes that have comefor servicing. There are the departments within the organization who have to report to the ex-director of the organization.BABASAB PATIL Page 37
    • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BYGULAPPANNAVAR TVS MOTORPART – 4 • RESARCH METHODOLAGYObjective of the study:BABASAB PATIL Page 38
    • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BYGULAPPANNAVAR TVS MOTOR  To know the impact of advertisement on its customer  To advice appropriate advertising methods and means to Gulappanavar Motors Company  To know which advertisement of TVS bikes is more effective on TV  To determine effectiveness of advertisement media used by Gulappanavar TVS Motors Company  To know to what extent advertisement helps in increasing salesBABASAB PATIL Page 39
    • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BYGULAPPANNAVAR TVS MOTORScope of the study:  To know the impact of advertisement on its customer  To know which source of advertisement that suits the organization  To know to at what extent advertisement helps in increasing sales  To know customers perception towards advertisement strategy implemented.  To determine effectiveness of advertisement media used by Gulappanavar TVS Motors CompanyMethodologyBABASAB PATIL Page 40
    • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BYGULAPPANNAVAR TVS MOTOR SAMPLINGSelection of SampleSampling allows us to concentrate our attention upon relatively small number of peopleand hence devote more energy to ensure that the informational collected from them isaccuratePOPULATION People from Bailhongal citySAMPLE FRAME All the existing customer of TVS bike and potential customerSAMPLE SIZE 100 UnitsSAMPLE METHOD Convenience and judgmental sampling. DATA COLLECION APPROACH:  Primary Source: Questionnaire Unstructured interview  Secondary Source: Company data through Internet Organization ReportPART – 5BABASAB PATIL Page 41
    • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BYGULAPPANNAVAR TVS MOTOR • Analysis and Interpretation: Analysis and Interpretation:01] I bought /would like to buy TVS bike because ofBABASAB PATIL Page 42
    • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BYGULAPPANNAVAR TVS MOTOR I bought/would like to buy TVS bike because of Cumulative Frequency Percent Valid Percent Percent Valid Advertisement 19 19.0 19.0 19.0 Low price 39 39.0 39.0 58.0 Bramd name 12 12.0 12.0 70.0 Fuel Maintenance 30 30.0 30.0 100.0 Total 100 100.0 100.0 I bought/would like to buy TVS bike because of 50 40 39 30 30 20 19 Frequency 10 12 0 Advertisement Bramd name Low price Fuel Maintenance I bought/would like to buy TVS bike because of  19 respondents say they bought/like to buy TVS bike because of Ads  39 respondents say they bought/like to buy TVS bike because of Low priceBABASAB PATIL Page 43
    • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BYGULAPPANNAVAR TVS MOTOR  12 respondents say they bought/like to buy TVS bike because of Brand name  30 respondents say they bought/like to buy TVS bike because of Fuel Maintenance02] Are you aware of any other Dealers of TVS bike in Bailhongal?BABASAB PATIL Page 44
    • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BYGULAPPANNAVAR TVS MOTOR Are you aware of any other Dealers of TVS bike in Bailhongal? Cumulative Frequency Percent Valid Percent Percent Valid yes 72 72.0 72.0 72.0 no 28 28.0 28.0 100.0 Total 100 100.0 100.0 Are you aware of any other Dealers of TVS bike in Bailhongal? 80 72 60 40 Frequency 28 20 0 yes no Are you aware of any other Dealers of TVS bike in Bailhongal?  The graph reveals that 72 respondents are aware of others dealers and distributors of TVS bikes in Bailhongal and 28 are not aware. This means that awareness level of TVS bikes in Baihongal is high but there is scope for further improvement.03] Through which source of advertisement did you know about above dealers?BABASAB PATIL Page 45
    • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BYGULAPPANNAVAR TVS MOTOR Through which source of advertisement did you know about above dealers? Cumulative Frequency Percent Valid Percent Percent Valid Road shows 20 20.0 20.0 20.0 News paper 40 40.0 40.0 60.0 Fairs 9 9.0 9.0 69.0 TV ads 10 10.0 10.0 79.0 Sales person 14 14.0 14.0 93.0 Hoardings 7 7.0 7.0 100.0 Total 100 100.0 100.0 30 28 20 20 15 14 10 9 Frequency 7 7 0 Road shows Fairs Leaflets Hoardings Newspaper TV Ads Sales Persons  20 respondents say they know the dealers through the Road shows  40 respondents say they know the dealers through the News paper  9 respondents say they know the dealers through the FairsBABASAB PATIL Page 46
    • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BYGULAPPANNAVAR TVS MOTOR  10 respondents say they know the dealers through the TV ads  14 respondents say they know the dealers through the Sales person  7 respondents say they know the dealers through the HoardingsBABASAB PATIL Page 47
    • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BYGULAPPANNAVAR TVS MOTOR04] Do you watch /read advertisement? Do you watch /read advertisement? Cumulative Frequency Percent Valid Percent Percent Valid yes 85 85.0 85.0 85.0 no 15 15.0 15.0 100.0 Total 100 100.0 100.0 Do you watch /read advertisement? 100 80 85 60 40 Frequency 20 15 0 yes no Do you watch /read advertisement?  The graph shows that 85 respondents likes to read /watch the advertisement, and  15 not likes to read /watch the advertisement.BABASAB PATIL Page 48
    • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BYGULAPPANNAVAR TVS MOTOR05] Which news paper you prefer reading? Which news paper you prefer reading? Cumulative Frequency Percent Valid Percent Percent Valid Tarun Bharat 50 50.0 50.0 50.0 Vijay Karnataka 21 21.0 21.0 71.0 Deccan Herald 7 7.0 7.0 78.0 Prajawani 5 5.0 5.0 83.0 The Times of India 17 17.0 17.0 100.0 Total 100 100.0 100.0 Which news paper you prefer reading? 60 50 50 40 30 20 Frequency 21 17 10 7 0 5 Tarun Bharat Deccan Herald The Times of India Vijay Karnataka Prajawani Which news paper you prefer reading?  50 respondents say they Prefer to read Tarun Bharat  21 respondents say they Prefer to read Vijay Karnataka  7 respondents say they Prefer to read Deccan Herald  5 respondents say they Prefer to read Prajawani  17 respondents say they Prefer to read The Times of IndiaBABASAB PATIL Page 49
    • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BYGULAPPANNAVAR TVS MOTOR06] Have you come across any ads of GUIAPPANNAVAR AUTO LTD in newspaper which you read? Have you come across any ads of Gulappanavar Auto LTD in news paper which you read? Cumulative Frequency Percent Valid Percent Percent Valid yes 35 35.0 35.0 35.0 no 65 65.0 65.0 100.0 Total 100 100.0 100.0 Have you come across any ads of gulappanavar auto in news paper which you? 70 65 60 50 40 35 30 Frequency 20 10 0 yes no  The graph shows that 65 respondents have not seen any ads GUIAPPANNAVAR AUTO LTD of TVS motors in news paper , and  30 respondents have seen the ads07] Which ad of TVS does you like in TV?BABASAB PATIL Page 50
    • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BYGULAPPANNAVAR TVS MOTOR Which ad of TVS does you like in TV? Cumulative Frequency Percent Valid Percent Percent Valid Victor GL 6 6.0 6.0 6.0 Scooty pep 40 40.0 40.0 46.0 Star city 5 5.0 5.0 51.0 Flame 25 25.0 25.0 76.0 Apache 20 20.0 20.0 96.0 TVS star 4 4.0 4.0 100.0 Total 100 100.0 100.0 Which ad of TVS does you like in TV? 50 40 40 30 25 20 20 Frequency 10 6 5 0 4 Victor GL Scooty pep Star city Flame Apache TVS star Which ad of TVS does you like in TV?  6 respondents say they like advertisements of Victor GL bikeBABASAB PATIL Page 51
    • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BYGULAPPANNAVAR TVS MOTOR  40 respondents say they like advertisements of Scooty pep  5 respondents say they like advertisements of Star city bike  25 respondents say they like advertisements of Flame bike  20 respondents say they like advertisements of Apache bike  4 respondents say they like advertisements of TVS star bike .BABASAB PATIL Page 52
    • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BYGULAPPANNAVAR TVS MOTOR08] I like ad of above, because of I like ad of above, because of Cumulative Frequency Percent Valid Percent Percent Valid Celebrities 50 50.0 50.0 50.0 Humor 33 33.0 33.0 83.0 Action 12 12.0 12.0 95.0 Thriller 5 5.0 5.0 100.0 Total 100 100.0 100.0 I like ad of above, because of 60 50 50 40 30 33 20 Frequency 10 12 5 0 Celebrities Humor Action Thriller I like ad of above, because of  50 respondents say they like advertisements because of celebrities.  33 respondents say they like advertisements because of Humor.  12 respondents say they like advertisements because of Action.  5 respondents say they like advertisements because of Thriller.BABASAB PATIL Page 53
    • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BYGULAPPANNAVAR TVS MOTOR09] After watching the ads what were your reactions After watching the ads what were your reactions Cumulative Frequency Percent Valid Percent Percent Valid Called the dealer 19 19.0 19.0 19.0 Visit the dealer 21 21.0 21.0 40.0 Gathered more information from 20 20.0 20.0 60.0 friends/ others Browse the internet 3 3.0 3.0 63.0 No action 37 37.0 37.0 100.0 Total 100 100.0 100.0 After watching the ads what were your reactions 40 37 30 20 21 20 19 Frequency 10 0 3 Called the dealer Gathered more inform No action Visit the dealer Browse the internet After watching the ads what were your reactionsAfter watching the add  14 respondents preferred to call the dealer.  21 respondents preferred to visit the dealer.  20 respondents preferred to gathered more information from friends/others.  3 respondents preferred to browse the internet  37 respondents did not take any Action.BABASAB PATIL Page 54
    • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BYGULAPPANNAVAR TVS MOTOR10] Have you seen any Hoardings of GUIAPPANNAVAR AUTO LTD inBailhongal? Have you seen any Hoardings of Gulappanavar auto baihongal? Cumulative Frequency Percent Valid Percent Percent Valid yes 30 30.0 30.0 30.0 no 70 70.0 70.0 100.0 Total 100 100.0 100.0 Have you seen any Hoardings of Gulappanavar auto in bailhongal? 80 70 60 40 30 Frequency 20 0 yes no Have you seen any Hoardings of Gulappanavar auto bailhongal?  The graph shows that 70 respondents have not seen any Hoarding of, GUIAPPANNAVAR AUTO LTD and  30 respondents have seen the Hoarding.11] I would buy at above dealers point becauseBABASAB PATIL Page 55
    • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BYGULAPPANNAVAR TVS MOTOR I would buy at above dealers point because Cumulative Frequency Percent Valid Percent Percent Valid The sales people are 39 39.0 39.0 39.0 good Quality of service and 14 14.0 14.0 53.0 responsive is very good Easy finance 10 10.0 10.0 63.0 assistance is available After sales, service is 37 37.0 37.0 100.0 good Total 100 100.0 100.0 I would buy at above dealers point because 50 40 39 37 30 20 Frequency 14 10 10 0 The sales people are Easy finance assista Quality of service a After sales, service I would buy at above dealers point becauseBABASAB PATIL Page 56
    • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BYGULAPPANNAVAR TVS MOTOR  39 respondents say they would buy at mentioned dealer because sales person are good  14 respondents say they would buy at mentioned dealer because quality of service is very good  10 respondents say they would buy at mentioned dealer because easy finance is available  37 respondents say they would buy at mentioned dealer because after sales service is good .BABASAB PATIL Page 57
    • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BYGULAPPANNAVAR TVS MOTOR12] Which sources of advertisement according to you would be more effective inBailhongal city for sale of bikes? Which sources of advertisement according to you would be more effective in Bailhongal city for sale of bikes? Cumulative Frequency Percent Valid Percent Percent Valid Road shows 14 14.0 14.0 14.0 Newspaper 28 28.0 28.0 42.0 Fairs 9 9.0 9.0 51.0 TV Ads 7 7.0 7.0 58.0 Leaflets 15 15.0 15.0 73.0 Sales Persons 7 7.0 7.0 80.0 Hoardings 20 20.0 20.0 100.0 Total 100 100.0 100.0 Which sources of advertisement according to you would be more 30 28 20 20 15 14 10 Frequency 9 7 7 0 Road shows Fairs Leaflets Hoardings Newspaper TV Ads Sales Persons Which sources of advertisement according to you would be more effectiveBABASAB PATIL Page 58
    • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BYGULAPPANNAVAR TVS MOTORThe graph shows that:  14 respondents feel that the road shows would be more effective in Bailhongal for the sale of bikes.  28 respondents say newspaper would be more effective.  9 respondents say fairs would be more effective.  7 respondents say TV ads would be more effective.  15 of the respondents say leaflets would be more effective.  7 of the respondents say sales persons would be more effective.  20 of the respondents say Hoardings would be more effectiveBABASAB PATIL Page 59
    • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BYGULAPPANNAVAR TVS MOTORPART – 6 • FIDINGS,SUGGESTIONS AND CONCLUSION • BIBLOGRAPHY.BABASAB PATIL Page 60
    • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BYGULAPPANNAVAR TVS MOTORFINDINGS  The criteria on the basis of which respondents bought TVS bike is low price as said by 39% of respondent , followed by fuel efficiency is 30%  72% respondents said they are aware of other dealers/distributors of TVS bikes in Bailhongal , 28% respondents are not aware  Sources through which respondents came to know about GulappanavarTVS MOTORS o Road shows 20% o Newspaper 40% o Fairs 9% o TV ads 10% o Sales person 14% o Hoardings 7%  85% respondents watch/read ads everyday and 15% respondents don’t watch/read ads everyday  50% respondents prefer reading Tarun Bharat and 21% respondents prefer reading Vijay Karnataka ,17% respondents prefer reading The Times of India  65% respondents has not come across Bailhongal TVS ads in news paper and 35% come across ads in news paper  40% respondents like Scotty pep ad in TV and 25% respondents like flame followed by 20% respondents like ApacheBABASAB PATIL Page 61
    • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BYGULAPPANNAVAR TVS MOTOR  50% respondents like the above ad in TV because of celebrities ,33% respondents like because of humor  After watching the ad 19% of the respondents preferred to called the dealer, 20 % of the respondents preferred to gathered more information from friends/others,37% respondents has not taken any action 70% respondents have not seen the hoardings of, GUIAPPANNAVAR AUTO Vidhya Nagar in Bailhongal only 30% respondents have seen the hoardings  14% of the respondents feel that the road shows would be more effective in Bailhongal for the sale of bikes, 28% of the respondents say newspaper would be more effective, 7% of the respondents say TV ads would be more effective,20% of the respondents feels hoardings are more effectiveBABASAB PATIL Page 62
    • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BYGULAPPANNAVAR TVS MOTOR CONCLUSIONGUIAPPANNAVAR AUTO is an only TVS bike showroom in Vidhya Nagar inBailhongalTVS two wheeler is a well known two wheeler manufacturing company in India.TVS Victor and Apache are the most technically sophisticated bikes. TVS pep, TVS pepWimbledon is the most demanding bike. TVS Flame is the new launched bike Gulappannavar auto established on July 1998.It has record of sellingmore than 1200 bikes in short period of time .It offers better service to satisfy everycustomerBABASAB PATIL Page 63
    • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BYGULAPPANNAVAR TVS MOTOR Recommendation1) Newspaper is the media through which most of the customer could know about GUIAPPANNAVAR AUTO. So company should emphasis on this mean ofadvertisement so as to create awareness2) To make ads effective company should use celebrities in ads and there should beaction and thrill in ads that attracts viewer3) Company can think of installing hoarding n prime locations for the visibility4) The company should spend more on advertisement that is news paper, hoardings, roadshows, local TV spot networks. The company should try to attract the attention of thecustomer towards the advertisement5) Gulappanavar TVS motors should involve as many as financial partners for easyfinance assistance to the customer6) Gulappanavar TVS motors can still improve the quality of service offered to thecustomerBABASAB PATIL Page 64
    • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BYGULAPPANNAVAR TVS MOTOR Annexure: QUESTIONNAIREDear Sir / Madam, “A STUDY ON EFFECTIVENESS OF ADVERTISEMENT STRATEGIESIMPLIMENTED BY GUIAPPANNAVAR AUTO LTD COMPANY TOINCREASE SALES”.1] Which TVS bike do you own?________________________________________________________________2] I bought/would like to buy TVS bike because of a) Advertisement b) Low price c) Brand Name d) Fuel Maintenance3] Are you aware of any other Dealers of TVS bike in Bailhongal?BABASAB PATIL Page 65
    • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BYGULAPPANNAVAR TVS MOTOR Yes NoIf Yes, which_________________________________________________4] Through which source of advertisement did you know about above dealers? a) Road shows b) News paper c) Fairs d) TV ads e) Sales person f) Hoardings5] Do you watch /read advertisement? Yes No6] Which news paper you prefer reading?BABASAB PATIL Page 66
    • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BYGULAPPANNAVAR TVS MOTOR a) Tarun Bharat b) Vijay Karnataka c) Deccan Herald d) Prajawani e) The Times of India7] Have you come across any ads of Gulappanavar TVS MOTORS in news paperwhich you read? Yes No8] If yes which TVS bike did you see in the advertisement?BABASAB PATIL Page 67
    • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BYGULAPPANNAVAR TVS MOTOR9] Which ad of TVS does you like in TV? a) Victor GL b) Scooty pep c) Star city d) Flame e) Apache10] I like ad of above, because of a) Celebrities b) Humor c) Action d) Thriller11] After watching the ads what were your reactions a) Called the dealerBABASAB PATIL Page 68
    • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BYGULAPPANNAVAR TVS MOTOR b) Visit the dealer c) Gathered more information from friends/ others d) Browse the internet e) No action12] Have you seen any Hoardings of Gulappanavar TVS MOTORS in Bailhongal? Yes No13] In future if you would like to buy TVS bike where would you buy it inBailhongal____________________________________________________________14] I would buy at above dealers point because a) The sales people are goodBABASAB PATIL Page 69
    • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BYGULAPPANNAVAR TVS MOTOR b) Quality of service and responsive is very good c) Easy finance assistance is available d) After sales, service is good15] Which sources of advertisement according to you would be more effective in Bailhongalcity for sale of bikes? a. Road shows b. Newspaper c. Fairs d. TV Ads e. Leaflets f. Sales Persons g. HoardingsBABASAB PATIL Page 70
    • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BYGULAPPANNAVAR TVS MOTOR BIBLIOGRAPHYBOOKSMarketing Management by Philip KotlerMarketing Research By Naresh MalhotraWEB SITESwww.google.comwww.tvsmotors.comBABASAB PATIL Page 71