Department Of Business1

DEPARTMENT OF BUSINESS ADMINISTRATION TERM PAPER Of MARKETING MANAGEMENT On 4-STROKE BIKE (TVS APACHE RTR 160)

SUBMITTED TO Dr. RITU NARANG SUBMITTED BY SUDHIR MISHRA(51) M.B.A.(e-B) II sem

INDEX Topics Introduction of TVS Company Products of the Company and selection of the Product History of the Product Comparison of market share of key players STP for the Product Bcg Matrix of TVS Company Target and Positioning of TVS APACHE Competitors in that Product Segment Marketing Strategy of the Product Holistic View of Marketing of the Product Future Strategy Bibliography

ACKNOWLEDGEMENT I take this opportunity to show my gratitude to Dr. Ritu Narang, the mentor of this assignment paper and under whose able direction I was able to get an insight of the real business implications of the applicability of the topic of my assignment, ie ,

4-STROKE BIKE (TVS APACHE RTR 160) I would also like to thank my parents and all those individuals who gave me the proper references and provided me with relevant information on this topic and gave me important web links for assistance.

SUDHIR MISHRA

INTRODUCTION ABOUT TVS COMPANY TVS Motor Company Limited, the flagship company of the USD 2.2 billion TVS Group, is the third largest two-wheeler manufacturer in India and among the top ten in the world, with an annual turnover of over USD 650 million. The year 1980 is one to be remembered for the Indian two-wheeler industry, with the roll out of TVS 50, India's first two-seater moped that ushered in an era of affordable personal transportation With steady growth, expansion and diversification, TVS commands a strong presence in manufacturing of two-wheelers, auto components and computer peripherals. We also have vibrant businesses in the distribution of heavy commercial vehicles passenger cars, finance and insurance. For the Indian Automobile sector, it was a breakthrough to be etched in history. TVS Motor Company is the first two-wheeler manufacturer in the world to be honoured with the hallmark of Japanese Quality – The Deming Prize for Total Quality Management.

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 endeavours.

Awards Mr Venu Srinivasan, was conferred with the prestigious JRD Tata Corporate Leadership Award for the year 2004. TVS Motor Company is the only two-wheeler company in the world to be awarded the world’s most prestigious and coveted recognition in Total Quality Management .

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

the successful commercialization technology for TVS Victor.

of

indigenous

2. TPM Excellence Award - First category by Japan Institute of Plant Maintenance. 3. Star of Asia Award to Mr. Venu Srinivasan, CMD TVS Motor Company by

Business Week International. 4. TVS Scooty Pep won the prestigious 'Outstanding Design Excellence Award' from

Business World and National Institute of Design . 5. Venu Srinivasan, Chairman and Managing Director, TVS Motor Company was

Honoured with Doctorate in Science by University of Warwick, United Kingdom. 6. Emerging Corporate Giant in the Private Sector awarded by The Economic Times

and the Harvard Business School Association of India. 7. Best Managed Company award from Business Today, one of India’s leading

business magazines. 8. Most Investor friendly company by Business Today, one of India’s leading

business magazines.

VISION OF TVS MOTOR

“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.”

POLICIES OF TVS MOTOR Energy Conservation Policy :TVS Motor Company is committed to energy conservation through optimisation of usage & load, continuous auditing & eliminating wastages We are also committed to energy saving by using alternative methods, efficiency Improvement using non-conventional resources, minimising waste generation & encouraging recycling We shall comply with the energy legislation and Regulations and build awareness among all Employees for total involvement in energy conservation drive.

Product Portfolio of TVS Motors Limited

TVS Motors Limited

Motor cycles

Economy

Executive

Star City

Victor 125

Scooty

Premium

Fiero

Pep

Super XL

Apache RTR

SELECTION OF THE PRODUCT = “TVS APACHE RTR 160”

Changing Product Mix of TVS Motor Limited

FY 2007 7% 4% 12%

61%

16%

motorcycle Spares

Scooters 3 wheelers

moped

FY 2008E 6%

7%

9% 12% 66%

motorcycle Spares

Scooters 3 wheelers

moped

Performance of Key Players in Motorcycle Segment :-

Entry or Economy SegmentExhibit 3: Market share Players Models

Market Share (%)

Hero Honda

CD Dawn - pressure from CT-100 and TVS Star-city

32

Bajaj Auto

CT-100 - Market Leader

43

TVS Motors

Star city-well appreciated vehicle, Showing some competition to CT 100

23

Bajaj CT 100 continuous to be a clear leader in this segment inspite of strong competition from TVS Star-city and upgraded CD Dawn. It is believe that CT100's with its excellent performance and fuel economy will help the company to sustain and improve the market share going forward.

Executive SegmentExhibit 4: Market share

Players

Models

Market Share (%)

Hero Honda

Splendour plus, Passion-Plus, Super Splendour, Glamour

68

Bajaj Auto

Discover (135cc), XCD-125

22

TVS Motors

TVS Victor GX, Flame

7

This is the segment which constitutes nearly 50% of the total market and is poised to grow at a robust rate with Hero Honda holding major share. Bajaj's share in the segment was paltry 7-9% a year back. But today the success of Bajaj Discover has shaken up the market place, taking its share close to 20%. While we believe that Hero Honda would continue to hold major chunk, we are also witnessing greater competition (especially from Bajaj Auto) in this high growth segment.

Premium Segment-

Exhibit 5: Market share

Players

Models

Market Share (%)

Hero Honda

CBZ-Xtreme, Karizma, Hunk

Bajaj Auto

Pulsar (150,180 and 200 cc) , Pulsar (DTS-Fi 220 cc)

72

TVS Fiero, Apache-RTR160

9

TVS Motors

8

TVS-APACHE :- AN INTRODUCTION

TVS Motor Company, one of the largest players in the two-wheeler segment in India, is a perfect play on the boom in the country's two-wheeler industry. The company has indigenously developed a number of products across the two-wheeler segment. It now has a strong presence in all the product categories: motorcycles, scooters and mopeds. The proposed foray into the three-wheeler market should further fuel the company's growth. TVS Motor Company is the third largest 2 wheeler Company after HHML and BAL. After the success of economy and executive segment, TVS focused on premium segment. Hence company launched its new motor cycle Apache-150 to raise the competition in this segment. Earlier HHML and BAL was the key player in this segment. But now TVS is giving tough competition to these players. Initially Apache was launched in selected cities but after the initial response, company decided to launch it all across the country. After the success of Apache-150, company launched the new variant Apache- RTR 160. Finally, APACHE holds 13% in premium segment and proved very beneficiary to TVS to be a market leader in this segment.

ABOUT THE PRODUCT The Apache RTR 160cc has all the makings of a lean, mean and wild machine; the latest Apache to hit the Indian roads, it takes over from where the older TVS Motors offerings left off: get reading to earn your racing stripes, true-blue bikers!

Known for its affinity to techno-savvy bike designing and accessorizing flanks with sensational stylizing, TVS Motors has more than adequate ammo for capturing a whole new bike-loving segment in India and converting old-faithfuls from other established brand loyalty status to potential owners of a technologically advanced and powerful riding experience: the new Apache 160 unveiled! While the earlier model did not receive the attention it deserved, due to limited marketing and advertising exposure, the

new RTR 160 plans to take over the remaining customers who were not reachable through inadequate outreach sales programs and is all set to win hearts and sales targets where its predecessor, the Apache 150 failed.

STYLING AND BUILDING QUALITY:The TVS Apache RTR 160, a bike that gives tough competition. This Apache range is just starting to expand, when the started off with the Apache 150, they have went well and became the hit also and also topped as the bike of the year 2006, a title of honour. This bike has given serious fight against the Pulsar. And now Pulsar has changed its look, well so did the Apache with bigger engine and better styling. Measuring 2020 mm in length and 1050 mm high, the new Apache has a slightly longer wheel base of 1300 mm, an increase of 40mm over its predecessor. However, the weights of both the bikes are the same, at 136 Kg. A brand new look to the body of the bike is contained in features like bright colors and ready to race graphics generously incorporated into the Apache 160’s looks; black alloys compete with red striping for attention and extend all the way from the mudguard to the petrol tank, trailing off towards the tail lamp section. A black footrest from its hey-days has rightly given way to machined aluminum upgrade while floral-cut disc brakes grant the TVS Apache RTR its racing stripes. These integrated looks digital controls on the Apache RTR bike afford riders the ability to check on speed, fuel, odometer and distance readings while serving the purpose of nagging spouses by giving a service-due reminder too.

More in store for the man looking for a fitting companion for long rides on lonely streets: the Apache RTR bike is not short of either powered performance or external beauty. Dual triangular LED tail lamp features are arresting enough for the first-time looker but what calls for a second glance towards the Apache RTR 160 lies beyond the integrated reflex reflector: the entire riding position is made affordable in a way that lends ergonomics a whole new meaning, with style and comfort adequately provided for.

Engine, Power and Features:-

The engine displacement has been increased from 150cc to 159.7, so rounded as 160cc, with some stoke configuration to love the revving. The new engine produces 15.2bhp at 8500Rpm and torque of 13.1 NM at 6000Rpm. However the term "RTR" stands for Racing Throttle Response. The bike has increased by two Kgs, but that's no problem compared to the P150, which is 6Kgs more. The Apache can be taken to a top speed of 115Kph, and reaches 60Kph in 4.8 seconds and 100 at 17.7 seconds. The gearbox is the same as found in the 150Apache, no change, no problem, as the old one too was a gem as they gave effortless shifting. The clutch is also a well hand around. The Apache RTR160 got new features, which includes the latest technology, like the Digi Speedo.

SUSPENSION AND HANDLING:The handlebar of the Apache RTR can be adjusted to accommodate the rider’s height and requirements for comfortable handling while strong front suspension with telescopic forks and 105mm stroke and rear suspension granted spring aid make for safe and effortless riding pleasure. Braking system remains almost the same as the Apache 150 with Disc in the front and drum in rear, however, the front disc diameter has been slightly increased by 30mm to 270mm, for effective braking. Pricing perfect, wide wheel and tire ratios makes for road and ride-worthiness factors in the four stroke, single cylinder 15.2bhp (at 8500rpm) Apache RTR, a great buy for bold bikers!

NewFeatures:-

The Brake Pedals are made up of alloys. The new racing stickers from the head to the but looks really good on it, but i like it most with the yellow. New LED tail lamps. Jealous of the Pulsar, the Apache also got the LCD digi speedo and the X-tremes split grab tail. Some more modifications have been made in lights, handle bars and pedals , Fuel tachometer and odometer. They have tried to maximize the styling without changing its real identity and made a new design for the side mirrors. How much ever you forget to get the bike to the workshop, the bikes cares for itself with the reminders that alert you..and oh ya.. forgot.. you gotta take it to the shop. Improvement in the riders position with clip on handlebars and low bike profile and has also improved braking. And the engine fairing also is another feature of sporting

PERFORMANCE AND BRAKING:The RTR160 is like an upgrade to the ride, the next level for accelerating. The bike just loves to be raced. The riding comfort too has increased with the well balanced clutch and soft gear shifts along with the Apache's Poly Shocks that takes up potholes well and enhance the sporty feel. The RTR160 is really comfortable to ride and its bleddy damn fast!! And braking is another feature where it should be appreciated, they have RotorPetalDisc and promised a confirm stop.

Verdict:The Apache is definitely a great bike and the revving will surely entertain you. The

Apache and the Pulsar is priced almost equally and this is a big choice, go with your heart, not the brain. A definite Rocker, cheers to Apache RTR160.

TECHNICAL SPECIFICATION TECHNICAL SPECIFICATIONS OF TVS APACHE RTR 160 Dimension & Weight Wheelbase

1300 mm

Kerb weight

136 kgs

Fuel Tank Capacity

16 Ltr

Engine Type

Air-Cooled OHC

Stroke (2/4)

4 - Stroke

No. of cylinders

Single Cylinder

Bore x stroke

57 mm x 57.8 mm

Displacement

147.5 CC

Electrical

5.0 Ah (Kick-Start) / 12 Volts, 9.0 Ah (Self-Start)

Transmission No. of Gears

5 Speed Constant mesh

Clutch

Double Cradle

Performance Maximum Power

9.95 kw / (15.2 bhp) @ 8500 rpm

Max. Torque

12.3 Nm @ 6000 rpm

Start

Kick Start / Electric Start

Suspensions Front

Telescopic Fork, 105 mm Front Suspensions

Rear

Monotube inverted Gas filled shox (MIG)

Brakes Front

Disc Brakes, 240 mm at Front

Rear

Drum Brakes, 130 mm at Rear

Tyres

Front

90 x 90 x 17 (Kick-Start) / 90 x 90 x 17", Spoked Wheel (Self-Start)

Rear

100/80 X 18” – 90/90 X 18”(optional)

The Apache RTR comes with a price tag of Rs.65, 000 with color choices of Red, Yellow, Silver, Black and Titanium; its closest competitors are the Bajaj Pulsar and Honda Unicorn, both being considerably higher in price ranges. This makes the Apache RTR from TVS Motors a real bargain deal for similar style treatment and quality riding experience.

SEGMENTATION OF APACHE RTR 160

a) Geographical Segmentation City or Metro Size: 50,000 or over Density: Urban , Semi urban

b)Demographic Segmentation Age: 18-30 Gender: Male Occupation: Student, Employed Education: Graduate, Post-graduate Social class: working class, middle class, upper middle class, lower uppers. c) Psychographic segmentation Pscycographic lifestyle: outdoor oriented Personality: ambitious, innovators, thinkers, achievers, experiencers, strivers d) Behavioral Segmentation Behavioral occasion: Regular User status: potential user, regular user Usage Rate: medium user,heavy user Loyality status: medium, strong Readiness stage: aware, informed, interested, desirous, intending to buy Attitude toward product: enthusiastic, positive,indifferent

BCG MATRIX

TARGET OF APACHE RTR:With the increasing need for sporty bike being felt by youths, especially to attend college students and working men, the projected growth in demand for these types or sporty bike could well start to show up in actual numbers on the roads. The company that started off the trend by targeting college going youth as potential customers for its two-wheelers was TVS Motor with its apache and apache rtr.

TVS-APACHE Positioning:Target segment

• Urban commuters mainly aging between 18-30 yrs. • People who want more power, functions, style and feature at higher Prices. • People who want to upgrade from their present 125cc bike. • People who want some sporty look bikes. Competition  With other products • Directly positioned against 125-150cc bikes. • Indirect competition from other premium segment bikes which offers more power, style and features.  With companies • In fierce competition with Bajaj Auto for second place in 2 wheelers market. • In direct competition, with Hero Honda, Yamaha, Honda, Suzuki for market share in the Premium segment. Proposed positioning • Great features and more power at unbelievable price. • Bike with latest technologies like RTR. • Great fuel efficiency in premium segment. • More comfort and better control.

A niche segment, which constitutes nearly 10% of the total market, Bajaj still retains its growth momentum and an undisputed leader despite healthy competition from Honda Unicorn, Yamaha's Enticer and TVS Apache. Though, we witness a competition from Apache in the future, we believe that the Pulsar family will arrest any potential decline in its market share.

COMPETITORS IN THE SEGMENT There are three major competitor in the segment.these three competitors are as following:

1.Honda Unicorn 2.Hero Honda CBZ-XTERME 3.Bajaj Pulsar Dts-i

HONDA UNICORN Honda Unicorn is the first motorcycle in India to have hi-tech Mono Suspension, which enhances the riding comfort and control. This is the first motorcyle to Indian market by the company setting up new benchmark in the motorcycle segment with its swift acceleration, superior mileage, international styling, riding comfort and convenience. It is engineered and styled for the taste of the younger generation.

Company

Stroke

Maximum Power Displacement

Honda Motorcycles & Scooters India 4-Stroke, single cyl, air cooled 13.5PS@8000 rpm Private Limited

149.1 cc

Striking Features • •

Best pick up in its class. It delivers an incredible 60 kms to a litre.

Striking Features • • • • •

Best pick up in its class. It delivers an incredible 60 kms to a litre. It is a perfect fusion of sporty & macho design. With Mono Souspension & Diamond frame, it takes all kinds of road shocks with absolute ease. It is the only motorcycle equipped with a puncture resistant Tupp Up Tube.

Technical Specifications Weight / Measurements

Dry Weight (Kg)

126 (Kick) / 130 (Self)

Kerb Weight (Kg)

139 (Kick) / 142 (Self)

Length (mm)

2090

Width (mm)

750

Height (mm)

1095

Wheelbase (mm)

1340

Seat Height (mm)

790

Ground Clearance (mm)

168

Fuel Tank Capacity (Full ) (Lt)

13

Reserve Tank Capacity (Lt)

1.3

Performance

Max Speed (Kmph)

101

Acceleration (0-200m) (Sec)

12.1

Overtaking Acceleration for 200 m 12.1 (at 40kmph) (Sec) Acceleration (0-60 kmph) (Sec)

5

Mileage (in Indian Mode) (Kmpl) 60 Body

Frame

Advanced Design / Diamond Frame

Front Suspension

Telescopic

Rear Suspension

Advance Technology Monosuspension

Front Tyre

2.75 x 18"

Rear Tyre

3.00 X 18"

Front Brake Type

240 mm Disc

Rear Brake Type

130 mm Drum

Engine & Transmission

Engine Type

4 St, Air Cooled / OHC Single Cylinder

Displacement (cc)

149.1

Net Power

13.3 bhp @ 8000 rpm (9.9 kW)

Torque

1.3 Kg-m @ 5500 rpm (12.8 Nm)

Air Filter

Paper Type

Carburettor

CV Type

ACG Power Generating Capacity

125

(Watt) Oil Capacity (Lt)

1.2

Transmission

Constant Mesh, 5 Speed gear (1 down - 4 up)

Gear Shift Pattern

1 Down - 4 Up

Electricals

Ignition

Digital CDI (Multi Mapping)

Battery

12V - 2.5 Ah(Kick) / 12V - 7 Ah(Self)

Headlamp

Halogen (12V/35W)

Tail / Stop lamp

12V - 21W(5W)

HERO HONDA CBZ X-TREME World's biggest two wheeler maker Hero Honda Motors Ltd. has launched CBZ X-treme in the 150 cc segment. Facing tough competition from its key rivals Bajaj Auto and TVS Motors, the Hero Honda company has unveiled this model in the new avatar of CBZ. The CBZ launched in 1999 was a very popular and stylish bike. The all new CBZ X-treme model has been developed with the efforts of the R&D team of Hero Honda. CBZ Extreme powered by 150 cc engine that generates 14 ps of power @ 8500 rpm, this makes CBZ Extreme the most powerful bike in this segment. The powerful CBZ X-treme is equipped with loads of features. Diamond-frame type tubular chassis, box-section swing arm, adequate ground clearance of 145 mm with stepped up pillion seat and split grab rail provides the extreme driving pleasure for rider and the pillion rider. This new offering from Hero Honda comes with disc brake and 5 spoke alloy wheel as standard fitment. Launched in two variants with kick-start and self-start option, CBZ X-treme is up for sale with a ex-showroom price tag of Rs. 54,000-56,000.

CompanyName

Segment Displacement

Maximum Power

Hero Honda Motors Ltd.

150 cc

149.2 c.c

10.6 KW ( 14.4 ps) @ 8500 rpm

Striking Features of CBZ X-treme • • • • • • • • •

Powerful engine of 150 cc with 14 ps of power @ 8500 rpm.. Loaded with AMI - Advanced Microprocessor Ignition System. Advanced braking system of Disc brake on front wheel. Step seat comfortable ride. Multi-reflector winkers and LED tail light with unique split rear grip gives the bike a sporty and trendy looks. New age asymmetric instrument panel in dual tone finish. 05 spoke alloy wheels gives the bike an appealing looks. Good looking wiser with tinted windshield. Multi-reflector headlight with separate pilot lamp.

Technical Specifications of CBZ X-treme Dimensions & Weight

Wheelbase (mm)

1325

Length (mm)

2080

Width (mm)

765

Height (mm)

1145

Ground Clearance (mm)

145

Weight (kgs)

141

Engine

Model Designation

Air Cooled, 4 Stroke OHC

Starting

Self Start/Kick Start

Idle Speed

1400 rpm

Displacement (cc)

149.2cc

Ignition

AMI - Advanced Microprocessor Ignition System

Bore & Stroke

57.3 X 57.8 MM

Suspension

Front

Telescopic Hydraulic Shock Absorber

Rear

Swing arm with adjustable hydraulic shock absorber

Brakes

Front

Disc Type (dia 240 mm)

Rear

Drum Type, internal expanding shoe type

Tyres

Front

2.75 X 18" 42 P (Alloy)

Rear

100/90 x 18 - 56 P (Alloy)

Fuel Tank

12.3 Lts.

Performance

Max. Horsepower (ps/rpm)

10.6 KW(14.4 PS) @ 8,500 RPM

Max. Torque (kg m/rpm)

12.80 NM @ 6,500 RPM

BAJAJ PULSAR DTSi Bajaj Auto Ltd. has launched Pulsar DTSi in its attempt to remain 'Distinctly Ahead'. The all new Pulsar DTSi is packed with the path breaking next generation technology of digital biking. Its various digital systems like capacitor discharge ignition (CDI) system, Digital console and Digital Twin Spark ignition (DTSi) provides efficient fuel combustion and better performance under all conditions. The latest DTSi engine of Bajaj Pulsar DTSi, with twin spark plugs and 8 bit microprocessor chip, generates the pulsating 18 ps of power to excite the bikers and its advanced Exhaus -TEC technology ensures the great performance at lowerrpm.

The muscular aerodynamic shape of Pulsar DTSi and its 1350 mm of wheel base with 17" large alloy wheels give this bajaj bike a robust presence on the road.For the first time in India, Pulsar DTSi is equipped with an Oil cooler, tube less tyres and new digital console that makes the Pulsar most sporty and stylish two wheeler on Indian roads. Launched in three variants of 200cc, 150cc and 180 cc, Pulsar DTSi has a price tag of Rs.70-75,000 (approx.) and up for sale through out the dealerships of Bajaj Auto India. Company Name

Segment

USP

Bajaj Auto Ltd.

150-200 CC

Digital Twin Spark ignition (DTSi) Engine.

Key Features of Bajaj Pulsar DTSi • • • • • •

Engine Oil Cooler to control the temperature and maintain the high speed and rpm. Digital Odometer, Digital Speedo Meter, Digital Fuel Gauge and two Digital Trip Meters contributes to enhanced riding comfort. Tubeless tyres for better road grip and stability. First bike in India with large 33 mm front fork for better shock absorbing ability. Constant velocity (CV) carburetor for high level of performance. Split seat for better riding and sitting comfort.

Variants of Pulsar DTSi • • •

Bajaj Pulsar 200 DTSi Bajaj Pulsar 150 DTSi and Bajaj Pulsar 180 DTSi.

Technical Specifications Dimensions & Weight

Wheelbase (mm)

1340

Weight (kgs)

145 Kg

Engine

Model Designation

4-stroke, DTS-i, Oil cooled

Engine response

New Silencer with ExhausTEC technology now ensures improved engine torque even at varying load conditions

Fuel Efficiency

50-55 kmpl

Displacement (cc)

198.8 cc

Transmission

05 Gears

Top Speed (kmph)

135

Suspension

Front

Telescopic forks 135 mm stroke

Rear

Triple rate spring, 5 way adjustable, gas charged NitroX shock absorbers

Brakes

Front

260 mm hydraulically operated disc brake

Rear

Mechanically expanding 130 mm drum type

Tyres

Front

90/90 x 17" Tubeless tyre, shod on aluminium alloy wheels

Rear

120/80 x 17" Tubeless tyre, shod on aluminium alloy wheels

Fuel Tank

15 Lts ( 2 liters of usable reserve)

Performance

Max. Horsepower (ps/rpm)

18 Ps / 13.25 Kw @ 8000 rpm

Max. Torque (kg m/rpm)

1.75 kgm / 17.17 Nm

Comparison Between Apache and its Competitors Models

Apache RTR 160

CBZ Xtreme ES

Pulsar 150 DTS- Unicorn Electric i Start

No of cylinders

Single Cylinder

Single Cylinder

Single Cylinder, 2 Single Cylinder, 2 Valves Valves

Displacement

159.7 CC

149.2 cc

Maximum Power

150 cc

149.1 cc

11.19kw / (15.2 10.6 kw (14.4 ps) 10.37 bhp (14.09 13.3 bhp / 9.9 bhp) @ 8500 rpm @ 8500rpm KW) @ 8500 rpm kW @ 8000 rpm

Ground Clearance

180 mm

145 mm

-

168 mm

No of gears

5 Speed

5 Speed constant mesh

5 Speed

5 Speed gear, Constant mesh

Start

Electric / Kick Start

Electric

Self Start / Kick Start

Electric Start

Stroke

4 Stroke

4 Stroke

4 - Stroke

4 Stroke

Electrics

-

12 V, 7.0 Ah

12 V

12V - 7 Ah

Fuel capacity

16 Ltr

12.3 ltrs

15 Litres

13 Litre

Length

2020 mm

2080 mm

1990 mm

2090 mm

Height

1050 mm

1145 mm

1035 mm

1095 mm

Wheel base

1300 mm

1325 mm

1320 mm

1340 mm

MARKETING STRATEGY “TVS would like to have a market share of 23 per cent of the Indian two-wheeler market. At present, it has a market share of 19 per cent. It will cross one million vehicles by next year. TVS is a hardworking company, sometimes monotonously so. But it is much more than work. It is setting directions, looking at technologies, marketing surveys, etc. But most important of all is the customer. Unless we understand the customer and give the customer the benefits he is looking for, we will not be successful. We don't think the Indian customer is as demanding as he should be. He should be far more demanding. We feel the Indian customers can bargain for better things. We would provide better things if they were a little more aggressive in their demands.” said by Mr. Venu Srinivasan chairman of TVS Sujiki Advertising by companies over the past 100 years has primarily been about selling the product, service or even brand to the consumer. Push the visual image, the taste, feel or status obtained with using it. The fundamental law was the consumer had to be informed about the product and its virtues. It has opened up a whole new way of thinking about interacting with consumers by providing them with activities, tools, resources etc.

First a bit of a landscape observation….Increasingly companies are becoming aware that customer trust, loyalty and spending patterns can be influenced by careful integration into their lives. It can be called consumer centric marketing.In fact that use of the term is often used to mean glorified target marketing using data mining techniques that have becomes very readily available with gathering and data warehousing becoming increasingly easy. The trick, is to make consumers pull products by giving them a cause to have a sense of belonging to brand community.The process of interacting differently with the brand is coming about as a result of the increasing clutter in the overall media space, making it important to find new ways communicate effectively with the consumer.

HOLISTIC VIEW OF MARKETING Social Responsibilities:This extended arm of the company believes in social responsibility and has involved itself in several community development initiatives that have significantly improved the standard of living of the people in 51 adopted villages across the country. Economic development The program enables people below the poverty line in these adopted villages to earn their livelihood by involving them in activities that generate income. Health Health is one of the main focus areas of the Srinivasan Services Trust. Dental care camps; eye camps, health check-up and nutrition programs are conducted. The initiative also focuses on primary health, maternal health, child-care and leprosy eradication. Infrastructure Development The company is actively involved in the community development of the villages by providing infrastructure facilities such as housing, sanitation, roads, drains, bus shelters, medical centre and natural resources management. Rebuilding Quake Hit Villages

Supported by Rural Agro Research & Development Society and Kutch Nav Nirman Abhiyan, the Company has rebuilt “Goyersama” a village in the District of Gujarat, which was hit by an earthquake of unprecedented scale and magnitude on 26th January 2001. Education and Literacy In addition to providing infrastructure facilities like new buildings for school, the Company helps establish computer education programs for school children. The Srinivasan Services Trust has successfully achieved 98% primary school enrollment in the adopted villages.

Networking:TVS Motor Company has established an e business system, which maximises company values and profits through etransformation. With the establishment of ERP systems by SAP, all processes of the company are integrated across the manufacturing plants, suppliers, area offices and warehouses in India. All area and branch offices access the system via leased lines and VSAT. The company has successfully rolled out a Dealer Management System (DMS) to help in standardising best practices in dealerships and CRM to improve interaction with customers and product quality TVS Motor Company is a reliable partner providing customers with quality products through an e-sales portal site and information exchange. Integrated Marketing TVS Motor Company, every department works in tandem to produce quality products. The people form the pillars of support, strengthening the overall quality standards and moving towards total customer satisfaction. In our quest to achieve world -class levels in quality as well as improvements in design and processes, the company has formed special task forces to monitor quality

related performance. The basic tenets of TQM, including Daily work management, Policy management, Kaizen (continuous improvement), Training and standardization are followed across our organization. These processes help us produce defect free vehicles known for their durability and reliability. Channels and Communication • Television Ad Commercials • Events • Pamphlets • Campaign

Internal Marketing It ensures that everyone in the organization embraces appropriate marketing principles, specially the senior management. It is the task of hiring, training, and motivating able employees who want to serve customer well. It has the function of sales force, advertising, customer service, product management, marketing research and thinking of customers.

FUTURE STRATEGY 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. Buoyed by the success of its Apache, TVS Star and Scooty Pep models, TVS is working on a strategy that will position them as power brands. While the Star City crossed the one million mark in October, Apache, which has established a formidable position for itself in the premium segment, has clocked on average around 16000 units per month. Similarly, the Scooty Pep in the gearless scooter segment has been a hit of sorts with women buyers. In an exclusive interaction with Auto Monitor, Senior vice president, sales and marketing, RC Chandramouli, TVS Motor Company, confirmed the news and added that his company will unveil the strategy in a phased manner, starting with the Star City brand.

In a fiercely competitive two-wheeler market, most of the manufacturers are dolling out buyer sops and discounts. Bajaj for instance, has been running a two-year extended warranty scheme on all its bikes since the last three months for its CT 100 and the Platina brand. One has to fork out an additional sum between Rs 500-550 to avail the extended warranty scheme. The buyer also gets a replacement warranty for electrical parts only. Will TVS strategy of Power Brands pay dividends? Vijay Sarthy of Karvy Stock Broking, who sais, ‘While the company’s strategy seems to be quite attractive on a stand-alone basis, it’s not in sync with the industry which is slated for a shift in buyer’s preference from 100cc to125cc.

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