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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 BY GULAPPANNAVAR TVS MOTOR Contents SL.NO. TOPIC PAGE NO. 1 PART – 1 EXECUTIVE SUMMORY INDUSRTY PROFILE COMPANY PROFILE NEED OF STUADIES OBJECTIVES OF STUDY SCOPE OF THE STUDY METHODOLOGY FINDINGS ,CONCLUSTION & RECUMENDATION 3 3 5 6 7 8 9 10 2 PART – 2 INTRUDUCTION TO THE STUDY INDUSTRI PROFILE 12 14 3 PART – 3 COMPANY PROFILE 4 PART – 4 OBJECTIVES OF STUDIES SCOPE OF STUDY METHODOLAGY 39 40 41 5 PART – 5 ANALYSIS AND INTERPRITATION 43 PART – 6 FIDINGS,SUGGESTIONS AND CONCLUSION ANNEXURE BIBLOGRAPHY. 61 65 71 6 BABASAB PATIL 34 Page 1
  • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY GULAPPANNAVAR TVS MOTOR PART – 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 “A STUDY ON EFFECTIVENESS OF ADVERTISEMENT STRATEGIES BABASAB PATIL Page 2
  • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY GULAPPANNAVAR TVS MOTOR IMPLEMENTED BY GULAPPANNAVAR TVS MOTOR COMPANY TO INCREASE SALES” The study is undergone at Gulappanavar TVS. The project report focuses advertisement activity done to increase sales and the types of advertisement done by Gulappanavar TVS motors. Industry Profile: Founder T. V. Sundram Iyengar Year of Establishment 1911 Industry Automotive - Two Wheelers Business Group The TVS Group Product Registered & Head Office Motorcycles, Mopeds, Ungearedscooters, Automotive components TVS Motor Company Jayalakshmi Estates V Floor 8, Haddows Road Chennai - 600006 Ph: 044-28272233 Fax: 044-28257121 Works 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 / 2596553 Website www.tvsmotor.in Employees 4000 The major products Motorcycles • TVS Ind Suzuki AX 100 • TVS MAX 100 • TVS Supra BABASAB PATIL Page 3
  • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY GULAPPANNAVAR 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 for the TVS Group of companies engaged in the manufacturing of almost all kinds of automotive components, two wheelers and a few other industrial products. BABASAB PATIL Page 4
  • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY GULAPPANNAVAR TVS MOTOR TVS Group was established in 1911 by Shri. T.V. Sundaram lyenger. As one if India’s largest industrial entities it epitomizes Trust, Value and Service. TVS Motor Company Limited, the third largest two-wheeler manufacture. In India and among the top ten in the world, with annual turnover of more than $ 1 billion in 20062007, and is the flagship company of the $ 4 billion TVS Group. Need for study BABASAB PATIL Page 5
  • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY GULAPPANNAVAR TVS MOTOR The need of the study is conducted is only for organization level. It is for to understand the 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: BABASAB PATIL Page 6
  • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY GULAPPANNAVAR 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 sales Scope of the study: BABASAB PATIL Page 7
  • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY GULAPPANNAVAR 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 Company Methodology: SAMPLING Selection of Sample BABASAB PATIL Page 8
  • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY GULAPPANNAVAR TVS MOTOR Sampling allows us to concentrate our attention upon relatively small number of people and hence devote more energy to ensure that the informational collected from them is accurate POPULATION People from Bailhongal city SAMPLE FRAME All the existing customer of TVS bike and potential customer SAMPLE SIZE 100 Units SAMPLE METHOD Convenience and judgmental sampling. Methodology  Primary Source: Questionnaire Unstructured interview  Secondary Source: Company data through Internet Organization Report Findings BABASAB PATIL Page 9
  • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY GULAPPANNAVAR TVS MOTOR 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 Recommendation 1) Newspaper is the media through which most of the customer could know about GUIAPPANNAVAR AUTO. So company should emphasis on this mean of advertisement so as to create awareness 2) To make ads effective company should use celebrities in ads and there should be action and thrill in ads that attracts viewer 3) Company can think of installing hoarding n prime locations for the visibility BABASAB PATIL Page 10
  • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY GULAPPANNAVAR TVS MOTOR PART – 2 • • INTRUDUCTION TO THE STUDY INDUSTRI PROFILE INTRODUCTION BABASAB PATIL Page 11
  • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY GULAPPANNAVAR TVS MOTOR We are surrounded by advertising—on television, radio, the Internet, as well as on roadside hoardings and in printed media. Most of it is more sophisticated than we realize —almost every professionally produced advertisement is a carefully constructed mixture of words, images, and symbols, chosen with the aid of experts in consumer psychology. Understanding how advertisements work Advertisements, 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 cause Ultimate objective of every organization is to generate sales which will bring revenues to the company, and increase sales advertisement is one of the means. The advertiser’s objectives different from the consumer’s. Ultimately advertiser want consumer to buy and keep buying their goods and services. To move consumers to action, they must gain their attention. They must then hold their interest long enough to convince them to change their purchasing behavior, try their product, and stick with their product. Back Ground BABASAB PATIL Page 12
  • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY GULAPPANNAVAR TVS MOTOR TVS Motor Company has one of the most extensive network 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 faculties 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 Industry Profile: BABASAB PATIL Page 13
  • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY GULAPPANNAVAR TVS MOTOR Founder T. V. Sundram Iyengar Year of Establishment 1911 Industry Automotive - Two Wheelers Business Group The TVS Group Product Registered & Head Office Motorcycles, Mopeds, Ungearedscooters, Automotive components TVS Motor Company Jayalakshmi Estates V Floor 8, Haddows Road Chennai - 600006 Ph: 044-28272233 Fax: 044-28257121 Works 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 / 2596553 Website www.tvsmotor.in Employees 4000 Board of Directors Venu Srinivasan T.K.Balaji BABASAB PATIL Chairman & Managing Director Director Page 14
  • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY GULAPPANNAVAR TVS MOTOR T. Kannan N. Ganga C.R.Dua H. Lakshmanan T. R. Prasad K.S.Bajpai K.N. Radhakrishnan S. G. Murali T.S.Rajagopalan Director Director Director Director Director Director President Sr.Vice President Finance Secretary Products: Two Wheelers in India was set up as a joint venture between TVS and Dunlop, UK in 1960. The company supplies wheels as Original Equipment to all major vehicle manufacturers in the country. Wheels India is entering into collaboration with Titan, the world leader in off-highway vehicle wheels relating to earthmoving, construction and agricultural equipment. Manufacturing Plants are located at Chennai, Tamil Nadu, Rampur, UP and Ranjangaon, Maharashtra. Wheels India has a workforce of 100. Products and Service Wheels for commercial vehicle, cars, jeeps, tractors construction equipment / earth mover and defense vehicle, wire wheels for export and air suspension systems for commercial vehicle. The major products Motorcycles • TVS Ind Suzuki AX 100 • TVS MAX 100 • TVS Supra • TVS Fiero • TVS Star City BABASAB PATIL Page 15
  • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY GULAPPANNAVAR TVS MOTOR • TVS Star Sport • TVS Fiero F2 • 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 collection Launched 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. BABASAB PATIL Page 16
  • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY GULAPPANNAVAR TVS MOTOR 5. Launched India’s first 5-speed motorcycle, the Shoaling in Oct 1997. 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 Delux Products: TVS Victor 4-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 BY GULAPPANNAVAR TVS MOTOR TVS Scooty: 4-Stroke, 90cc scooterette for the new generation. BABASAB PATIL Page 18
  • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY GULAPPANNAVAR TVS MOTOR TVS Centra: 4-Stroke, 150cc premium performance motorcycle. BABASAB PATIL Page 19
  • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY GULAPPANNAVAR TVS MOTOR TVS Star: 4-Stroke, 100cc value for money economy motorcycle for good mileage and rugged terrain. • TVS Flame (125 cc,ccvti technology) BABASAB PATIL Page 20
  • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY GULAPPANNAVAR TVS MOTOR Subsidiaries 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 asbestosfree 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 BY GULAPPANNAVAR 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 BY GULAPPANNAVAR TVS MOTOR Supply Chain Management Forming the inner 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. TVS 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. 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. TVS 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. BABASAB PATIL Page 23
  • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY GULAPPANNAVAR TVS MOTOR Quality is the way of life At TVS Motor Company, every department works in tandem to produce quality product. The people from the pillars of support, strengthening the overall quality standards and moving towards total customer satisfaction. In our quest to achieves 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 basis tents of TQM, including daily work management, Policy management, Kaizen (continuous improvement), training and standardization are followed across our organization. Acknowledges 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 in 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. BABASAB PATIL Page 24
  • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY GULAPPANNAVAR TVS MOTOR Social responsibility : 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 villages across the country. Economic development The program enables people below the poverty line 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 Service 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 The Company is actively 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. BABASAB PATIL Page 25
  • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY GULAPPANNAVAR TVS MOTOR Rebuilding Quake Hit Villages Suppurated by Rural Research & Development Society and Kutch Nave 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 Jan 2001. Education and literacy In addition to providing infrastructure facilities like new building for school, the Company helps establish computer education programs for school children. The Srinivasan Service Trust has successfully achieved 98% primary school enrollment in the adopted villages. The performance in January 2006 represents the shape of things to come in the coming months. While the performance of new brands launched last year, in particular, StaR City continue to beat expectations, TVS Apache, the new 150 cc motorcycle in the premium segment promises to be a winner as it has already won several coveted awards for its overall performance and style. TVS Star City is amongst the few bikes that have crossed the sale of 50,000 units per month StaR City has enabled the company to make significant inroads in the economy segment of the motorcycle market. TVS Scooty recorded 17,957 units in January 2006 compared to 14,724 units in the same period last year recording a growth of 22% Scooty Pep+ won the best “Scooter of the year award 2006” by OVERDRIVE and it continues to be a dominant player in the unguard scooter category. In the export front, TVS Motor Company continued its robust performance having exported 6,374 units in January 2006. Exports recorded a growth of 147% compared to the same period last year. BABASAB PATIL Page 26
  • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY GULAPPANNAVAR TVS MOTOR Awards: 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 2008 BABASAB PATIL Page 27
  • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY GULAPPANNAVAR TVS MOTOR Strategy: 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 offer potential customers more choice with the launch of new variants under the existing badges. The new variants have been fine-tuned based on customer feedback. They will attempt to offer more value to the customer, even as competitors have been nibbling away at the company’s market share. The new variants are basically spruced up versions of bikes that have either been performing below expectations or attracting customers only in specific markets. So, the obvious two to get the cosmetologist treatment are the TVS Victor GX and the Star. The 110cc Victor GX was not finding many takers from either the 100cc or the 125cc segments. Designed to attract the entry-level bike buyer interested in a bit more of power and style, the Victor GX (and for that matter the GLX) has not been able to stir up the same level of interest among potential customers that the original Victor had managed to do. Now, TVS is replacing the Victor GX with newly developed Victor Edge, and the principal change is the heart transplant. The old 110cc engine has been hauled out and a slightly 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 8.1 bhp that the earlier 110cc engine managed. BABASAB PATIL Page 28
  • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY GULAPPANNAVAR TVS MOTOR The extra power should give the Edge an advantage in the premium entry-level bikes category. However, TVS has not chosen to replace the four-speed gearbox with a Fivespeed 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 for reducing friction losses, and this is expected to improve fuel-efficiency. The engine also features 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 a new box section swing arm for greater stability and better maneuverability, handling and ride. The Edge’s wheelbase has been increased from 1,200mm to 1,240mm, and comes with gas filled shock absorber at the rear. The other additions are optional alloy wheels and disc brakes, new dual tone side panel stickers with five color theme options, enhanced grip levers for better feel, and slightly reworked 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 the company’s barebones, entry-level 100cc bike. The Star (spelt as StaR) had replaced TVS’ long standing two-stroke entry-level bike series – the erstwhile Max 100 and Max 100R – last year. After the launch of the Star DLX, the slightly jazzed-up version of the basic stripped down model, the TVS Star City, launched earlier this month, will now attempt to offer BABASAB PATIL Page 29
  • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY GULAPPANNAVAR TVS MOTOR the entry-level biker who wants to continue to stick within the bounds of this segment, a bit more style and finish. The Star City will target a potential, fuel-efficiency conscious 100cc bike buyer who live in the city and will be willing to pay a marginally higher price for more features and better looks and finish quality. With that target audience, the bike is being offered with a new headlamp fairing and halogen bulb combo, easy-to-read instrumentation with a new blue backlight, push-cancel indicator switches, new spring shock absorbers with a hand-operated pre-load adjustment lever and a new sporty silencer and heat shield combo that feature the same diagonally chopped-off design that Yamaha first brought to the market. Seat width on the Star City has also been increased slightly to improve ride comfort for long distance travel. The roller cam follower technology that TVS first adopted in the Centra 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-inch tyers at the rear for improved stability and road holding. Dual tone colors are also being offered and TVS will soon launch a new advertising campaign 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 LML Vespa. In the past five years or so, sales of motorcycles have outstripped sales of nearly all other two-wheelers. BABASAB PATIL Page 30
  • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY GULAPPANNAVAR TVS MOTOR Consumer preferences have shifted in favour of motorbikes and though this is partly related to price factors, it is also due to the fact that motorcycles are actually being seen as better vehicles than the heavy and unwieldy geared scooters. The sales tax rationalization that took place in the 2001 budget resulted in scooters becoming more expensive than before. In addition the government began to enforce strict Euro-emission norms which forced scooter manufacturers to install catalytic converters in existing vehicles or to go in for four-stroke engines to reduce pollution, thus adding to the costs of scooters. But, fortuitously, motorcycles were already in tandem with these new norms. Motorcycle, being more suited for commuting than any other vehicle, combines a variety of factors such as comfort, ability to handle bad roads and intrinsic stability. All this makes it extremely suitable for the Indian market. Here comes gearless but, curiously enough, in the past one year the scooter has not only back, but is surging ahead in sales-and this time it is sleeker, lighter and, most importantly, without gears. Indeed, in a number of B and C cities and small towns across India, 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 sufficient compartments to carry goods and go easy on fuel, much like mopeds, with their almost legendary fuel-saving ability. In fact, in recent times, auto industry experts say there has been a discernible shift of buyers from mopeds to gearless scooters as the latter cost just a coupe of thousand more and come with sturdier bodies and better looks. BABASAB PATIL Page 31
  • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY GULAPPANNAVAR TVS MOTOR Around two year ago when sales of geared scooters started falling, a number of companies led by Honda Motor and Scooters India, which did not have a motorbike model 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 the Active and the Dio; Kinetic with the Zoom and the Nova; Bajaj with the Sunny and the Saffire; and TVS with the Scooty. Future Focus 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. BABASAB PATIL Page 32
  • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY GULAPPANNAVAR TVS MOTOR PART – 3 • BABASAB PATIL COMPANY PROFILE Page 33
  • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY GULAPPANNAVAR TVS MOTOR COMPANY PROFILE TV Sundram Iyengar and Sons Limited (TVSs) is the holding company for the TVS Group of companies engaged in the manufacturing of almost all kinds of automotive components, two wheelers and a few other industrial products. TVS Group was established in 1911 by Shri. T.V. Sundaram lyenger. As one if India’s largest industrial entities it epitomizes Trust, Value and Service. TVS Motor Company Limited, the third largest two-wheeler manufacture. In India and among the top ten in the world, with annual turnover of more than $ 1 billion in 20062007, 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 Himachal Pradesh, North India and one at Indonesia. The company has a production capacity of 300 thousand units a year. 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 break through to be etched in history. TVS Motor Company is the first two-wheeler manufacture in the world to be honored with the hallmark of Japanese Quality –The Deming Prize for Total Quality Management. TVS Motor Company Limited is one of the largest two-wheeler manufactures and also among the fastest growing companies in the country. It is the largest manufacturer of sub 100cc (50cc, 60cc & 70cc category) 2-wheeler in the world. BABASAB PATIL Page 34
  • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY GULAPPANNAVAR TVS MOTOR It has the unique distinction of having sold nearly 4 million the highest ever in India. It exports its range of products to 17 countries worldwide. Its unrelenting pursuit of customer satisfaction in all aspects if manufacturing of 2-wheeler is reflected in over 6 million satisfied owners of mopeds, motorcycles and scooters. Its 4000 highly motivated employees manufacture high quality vehicles from two manufacturing plants in Hosur and Mysore, with a wide dealer network of around 410. TVS Motor's strength lies in design and development of new products - the latest launch of 7 products on the same day seen as a first in automotive history. They at TVS deliver total customer satisfaction by anticipating customer need and presenting quality vehicles at the right time and at the right price. The customer and his ever changing need is our continuous source of inspiration. Vision of the company “We are committed to being a highly profitable, socially responsible, and leading manufacturer of high value for money, environmentally friendly, lifetime personal transportation products under the TVS brand, for customers predominantly in Asian markets 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 Limited COMPANY PROFILE Name of the Company : GUIAPPANNAVAR AUTO LTD Address of the company : GUIAPPANNAVAR AUTO LTD Vidhy nagar Bailhongal-591102 Year of Establishment BABASAB PATIL : July 1998 Page 35
  • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY GULAPPANNAVAR TVS MOTOR Management Profile Managing director and Chairman Sales Manager Service Station Manager Office staff Mr. R.M .Patil Mr. Mustaq Mr. Sanjeev H Sales Executives 1) Mr. Asif 2) Mr. Mahesh Work shop Supervisor 1)Mr. Laxmikanth 2)Mr. Chandru Cashier Receptionist Store keeper Mechanics Mr. Lingappa Miss. Roopali Miss. Savitri 1) Umesh 2) Madan 3) Madhu 4) Girish Departments Sales department: BABASAB PATIL Page 36
  • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY GULAPPANNAVAR TVS MOTOR This department of the sales manager under whom are sales executives. The sale executives are the people who help the customers to provide the necessary information regarding their product. They are the key people who convince the customers to buy their product. This department is responsible for the sales of their product. Spares Department: Spares department consist of a manager who looks after all the transaction carried out in the spare department. This department holds the spares of the TVS bikes. Under the manager they are employees who are responsible for the carrying out the sales of the spares and maintaining the records of the transactions. Accounts department: This department also consists of manager under whom there are other accountants working. This department is responsible for maintaining the financial transactions carried out within the organization. Maintaining the financial transactions, during the duay are to be recorded by the accounts department. Pre-delivery inspection: This department consists of a PDI in charge under whom there are technician working. The department is the responsible for checking the bike and making it ready before the delivery is made. Work station: This department is responsible for the maintenance and servicing of the bikes. In this department there is a service manager, under whom are supervisors or service advisors. Under the supervisor are the technicians who service the bikes that have come for servicing. There are the departments within the organization who have to report to the exdirector of the organization. BABASAB PATIL Page 37
  • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY GULAPPANNAVAR TVS MOTOR PART – 4 • RESARCH METHODOLAGY Objective of the study: BABASAB PATIL Page 38
  • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY GULAPPANNAVAR 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 sales BABASAB PATIL Page 39
  • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY GULAPPANNAVAR TVS MOTOR Scope 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 Company Methodology BABASAB PATIL Page 40
  • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY GULAPPANNAVAR TVS MOTOR SAMPLING Selection of Sample Sampling allows us to concentrate our attention upon relatively small number of people and hence devote more energy to ensure that the informational collected from them is accurate POPULATION People from Bailhongal city SAMPLE FRAME All the existing customer of TVS bike and potential customer SAMPLE SIZE 100 Units SAMPLE METHOD Convenience and judgmental sampling. DATA COLLECION APPROACH:  Primary Source: Questionnaire Unstructured interview  Secondary Source: Company data through Internet Organization Report PART – 5 BABASAB PATIL Page 41
  • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY GULAPPANNAVAR TVS MOTOR • Analysis and Interpretation: Analysis and Interpretation: 01] I bought /would like to buy TVS bike because of BABASAB PATIL Page 42
  • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY GULAPPANNAVAR TVS MOTOR I bought/would like to buy TVS bike because of Valid Advertisement Low price Bramd name Fuel Maintenance Total Frequency 19 39 12 30 100 Percent 19.0 39.0 12.0 30.0 100.0 Valid Percent 19.0 39.0 12.0 30.0 100.0 Cumulative Percent 19.0 58.0 70.0 100.0 I bought/would like to buy TVS bike because of 50 40 39 30 30 Frequency 20 19 10 12 0 Advertisement Bramd name Low pric e Fuel Maintenanc e 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 price BABASAB PATIL Page 43
  • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY GULAPPANNAVAR 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 Maintenance 02] Are you aware of any other Dealers of TVS bike in Bailhongal? BABASAB PATIL Page 44
  • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY GULAPPANNAVAR TVS MOTOR Are you aware of any other Dealers of TVS bike in Bailhongal? Valid yes Frequency 72 Percent 72.0 Valid Percent 72.0 Cumulative Percent 72.0 28 28.0 28.0 100.0 100 100.0 100.0 no Total Are you aware of any other Dealers of TVS bike in Bailhongal? 80 72 60 Frequency 40 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 BY GULAPPANNAVAR TVS MOTOR Through which source of advertisement did you know about above dealers? Valid Road shows News paper Fairs TV ads Sales person Hoardings Total Frequency 20 40 9 10 14 7 100 Percent 20.0 40.0 9.0 10.0 14.0 7.0 100.0 Cumulative Percent 20.0 60.0 69.0 79.0 93.0 100.0 Valid Percent 20.0 40.0 9.0 10.0 14.0 7.0 100.0 30 28 20 20 15 14 Frequency 10 9 7 0 Road show s New spaper  20  40  9 7 Fairs Leaf lets TV Ads Hoardings Sales Persons respondents say they know the dealers through the Road shows respondents say they know the dealers through the News paper respondents say they know the dealers through the Fairs BABASAB PATIL Page 46
  • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY GULAPPANNAVAR 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 Hoardings 04] Do you watch /read advertisement? BABASAB PATIL Page 47
  • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY GULAPPANNAVAR TVS MOTOR Do you watch /read advertisement? Valid yes no Total Frequency 85 15 100 Percent 85.0 15.0 100.0 Valid Percent 85.0 15.0 100.0 Cumulative Percent 85.0 100.0 Do you watch /read advertisement? 100 85 80 60 Frequency 40 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. 05] Which news paper you prefer reading? BABASAB PATIL Page 48
  • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY GULAPPANNAVAR TVS MOTOR Which news paper you prefer reading? Valid Tarun Bharat Vijay Karnataka Deccan Herald Prajawani The Times of India Total Frequency 50 21 7 5 17 100 Percent 50.0 21.0 7.0 5.0 17.0 100.0 Cumulative Percent 50.0 71.0 78.0 83.0 100.0 Valid Percent 50.0 21.0 7.0 5.0 17.0 100.0 Which news paper you prefer reading? 60 50 50 40 Frequency 30 20 21 17 10 7 5 0 Tarun Bharat Deccan Herald Vijay Karnataka The Times of India Prajaw ani 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 BABASAB PATIL The Times of India Page 49
  • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY GULAPPANNAVAR TVS MOTOR 06] Have you come across any ads of GUIAPPANNAVAR AUTO LTD in news paper which you read? Have you come across any ads of Gulappanavar Auto LTD in news paper which you read? Valid yes Frequency 35 no Total Percent 35.0 Valid Percent 35.0 Cumulative Percent 35.0 100.0 65 65.0 65.0 100 100.0 100.0 Have you come across any ads of gulappanavar auto in news paper which you? 70 65 60 50 Frequency 40 35 30 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 ads 07] Which ad of TVS does you like in TV? BABASAB PATIL Page 50
  • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY GULAPPANNAVAR TVS MOTOR Which ad of TVS does you like in TV? Valid Victor GL Scooty pep Star city Flame Apache TVS star Total Frequency 6 40 5 25 20 4 100 Percent 6.0 40.0 5.0 25.0 20.0 4.0 100.0 Valid Percent 6.0 40.0 5.0 25.0 20.0 4.0 100.0 Cumulative Percent 6.0 46.0 51.0 76.0 96.0 100.0 Which ad of TVS does you like in TV? 50 40 40 30 25 Frequency 20 20 10 6 5 0 Victor GL Scooty pep Star city 4 Flame Apache TVS star Which ad of TVS does you like in TV?  6 respondents say they like advertisements of Victor GL bike BABASAB PATIL Page 51
  • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY GULAPPANNAVAR 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 BY GULAPPANNAVAR TVS MOTOR 08] I like ad of above, because of I like ad of above, because of Valid Frequency 50 33 12 5 100 Celebrities Humor Action Thriller Total Percent 50.0 33.0 12.0 5.0 100.0 Cumulative Percent 50.0 83.0 95.0 100.0 Valid Percent 50.0 33.0 12.0 5.0 100.0 I like ad of above, because of 60 50 50 40 33 Frequency 30 20 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 BY GULAPPANNAVAR TVS MOTOR 09] After watching the ads what were your reactions After watching the ads what were your reactions Valid Called the dealer Visit the dealer Gathered more information from friends/ others Browse the internet No action Total Frequency 19 21 Percent 19.0 21.0 Valid Percent 19.0 21.0 Cumulative Percent 19.0 40.0 20 20.0 20.0 60.0 3 37 100 3.0 37.0 100.0 3.0 37.0 100.0 63.0 100.0 After watching the ads what were your reactions 40 37 30 Frequency 20 21 19 20 10 3 0 Called the dealer Gathered more inform Visit the dealer No action Browse the internet After watching the ads what were your reactions After 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 BY GULAPPANNAVAR TVS MOTOR 10] Have you seen any Hoardings of GUIAPPANNAVAR AUTO LTD in Bailhongal? Have you seen any Hoardings of Gulappanavar auto baihongal? Valid yes Frequency 30 no Valid Percent 30.0 Percent 30.0 Cumulative Percent 30.0 100.0 70 70.0 70.0 100 Total 100.0 100.0 Have you seen any Hoardings of Gulappanavar auto in bailhongal? 80 70 60 Frequency 40 30 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 because BABASAB PATIL Page 55
  • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY GULAPPANNAVAR TVS MOTOR I would buy at above dealers point because Frequency Valid The sales people are good Quality of service and responsive is very good Easy finance assistance is available After sales, service is good Total Percent Cumulative Percent Valid Percent 39 39.0 39.0 39.0 14 14.0 14.0 53.0 10 10.0 10.0 63.0 37 37.0 37.0 100.0 100 100.0 100.0 I would buy at above dealers point because 50 40 39 37 30 Frequency 20 14 10 10 0 The sales people are Easy f inance assista Quality of service a Af ter sales, service I would buy at above dealers point because BABASAB PATIL Page 56
  • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY GULAPPANNAVAR 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 BY GULAPPANNAVAR TVS MOTOR 12] Which sources of advertisement according to you would be more effective in Bailhongal city for sale of bikes? Which sources of advertisement according to you would be more effective in Bailhongal city for sale of bikes? Valid Frequency 14 Valid Percent 14.0 Cumulative Percent 14.0 28 28.0 28.0 42.0 9 9.0 9.0 51.0 7 15 Road shows Percent 14.0 7.0 15.0 7.0 15.0 58.0 73.0 Newspaper Fairs TV Ads Leaflets Sales Persons 7 7.0 7.0 80.0 20 20.0 20.0 100.0 100 Hoardings Total 100.0 100.0 Which sources of advertisement according to you would be more e 30 28 20 20 15 Frequency 14 10 9 7 7 0 Road show s New spaper Fairs Leaf lets TV Ads Hoardings Sales Persons Which sources of advertisement according to you would be more effective BABASAB PATIL Page 58
  • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY GULAPPANNAVAR TVS MOTOR The 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 effective BABASAB PATIL Page 59
  • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY GULAPPANNAVAR TVS MOTOR PART – 6 • • BABASAB PATIL FIDINGS,SUGGESTIONS AND CONCLUSION BIBLOGRAPHY. Page 60
  • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY GULAPPANNAVAR TVS MOTOR FINDINGS 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 BABASAB PATIL Page 61
  • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY GULAPPANNAVAR TVS MOTOR followed by 20% respondents like Apache 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 effective BABASAB PATIL Page 62
  • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY GULAPPANNAVAR TVS MOTOR CONCLUSION GUIAPPANNAVAR AUTO is an only TVS bike showroom in Vidhya Nagar in Bailhongal TVS 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 pep Wimbledon is the most demanding bike. TVS Flame is the new launched bike Gulappannavar auto established on July 1998.It has record of selling more than 1200 bikes in short period of time .It offers better service to satisfy every customer BABASAB PATIL Page 63
  • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY GULAPPANNAVAR TVS MOTOR Recommendation 1) Newspaper is the media through which most of the customer could know about GUIAPPANNAVAR AUTO. So company should emphasis on this mean of advertisement so as to create awareness 2) To make ads effective company should use celebrities in ads and there should be action and thrill in ads that attracts viewer 3) Company can think of installing hoarding n prime locations for the visibility 4) The company should spend more on advertisement that is news paper, hoardings, road shows, local TV spot networks. The company should try to attract the attention of the customer towards the advertisement 5) Gulappanavar TVS motors should involve as many as financial partners for easy finance assistance to the customer 6) Gulappanavar TVS motors can still improve the quality of service offered to the customer BABASAB PATIL Page 64
  • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY GULAPPANNAVAR TVS MOTOR Annexure: QUESTIONNAIRE Dear Sir / Madam, “A STUDY ON EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLIMENTED BY GUIAPPANNAVAR AUTO LTD COMPANY TO INCREASE 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 Maintenance 3] Are you aware of any other Dealers of TVS bike in Bailhongal? BABASAB PATIL Page 65
  • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY GULAPPANNAVAR TVS MOTOR Yes No If 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) Hoardings 5] Do you watch /read advertisement? Yes No 6] Which news paper you prefer reading? BABASAB PATIL Page 66
  • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY GULAPPANNAVAR TVS MOTOR a) Tarun Bharat b) Vijay Karnataka c) Deccan Herald d) Prajawani e) The Times of India 7] Have you come across any ads of Gulappanavar TVS MOTORS in news paper which you read? Yes No 8] If yes which TVS bike did you see in the advertisement? BABASAB PATIL Page 67
  • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY GULAPPANNAVAR TVS MOTOR 9] Which ad of TVS does you like in TV? a) Victor GL b) Scooty pep c) Star city d) Flame e) Apache 10] I like ad of above, because of a) Celebrities b) Humor c) Action d) Thriller 11] After watching the ads what were your reactions a) Called the dealer BABASAB PATIL Page 68
  • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY GULAPPANNAVAR TVS MOTOR b) Visit the dealer c) Gathered more information from friends/ others d) Browse the internet e) No action 12] Have you seen any Hoardings of Gulappanavar TVS MOTORS in Bailhongal? Yes No 13] In future if you would like to buy TVS bike where would you buy it in Bailhongal ____________________________________________________________ 14] I would buy at above dealers point because BABASAB PATIL Page 69
  • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY GULAPPANNAVAR TVS MOTOR a) The sales people are good b) Quality of service and responsive is very good c) Easy finance assistance is available d) After sales, service is good 15] Which sources of advertisement according to you would be more effective in Bailhongal city for sale of bikes? a. Road shows b. Newspaper c. Fairs d. TV Ads e. Leaflets f. Sales Persons g. Hoardings BABASAB PATIL Page 70
  • EFFECTIVENESS OF ADVERTISEMENT STRATEGIES IMPLEMENTED BY GULAPPANNAVAR TVS MOTOR BIBLIOGRAPHY BOOKS Marketing Management by Philip Kotler Marketing Research By Naresh Malhotra WEB SITES www.google.com www.tvsmotors.com BABASAB PATIL Page 71