TVS SUMMER INTERNSHIP ON MOTOR PROJECT S SALES PROMOTION ON TVS SCOOTY By Name: DEEPANJAN DEY University Roll No:1370710018 Registration No:111370710018 Under the Guidance of Name of Internal Guide Name of External Guide Mr. Somsubhra Paul Mr. Avijit Ghosh Designation Designation Asst. Professor Project Head(East Zone) CERTIFICATE OF THE GUIDE 2 Guide Name: Prof. SOMSUBHRA PAUL Designation: Asst. Professor This is to certify that project report entitled “SALES PROMOTION ON TVS SCOOTY” has been prepared by Mr. DEEPANJAN DEY under my supervision and guidance, for the fulfillment of Master In Business Administration. His field work is satisfactory. I wish him all the best in his future endeavors. : DATE : SIGNATURE OF GUIDE: CERTIFICATE OF DEAN/PRINCIPAL ACKNOWLEDGEMENT 3 It is really a great pleasure to have this opportunity to describe the feeling of gratitude imprisoned in the core of my heart. I convey my sincere gratitude to PROJECT HEAD(EAST ZONE) Mr. AVIJIT GHOSH for giving me the opportunity to prepare my project work in TVS MOTORS. I express my sincere thanks to all the staff members of TVS MOTORS. I am thankful to Prof. SOMSUBHRA PAUL for his guidance during my project work and sparing his valuable time. I express my sincere obligation and thanks to all the faculties of INSTITUTE OF BUSINESS MANAGEMENT & RESEARCH for their valuable advice in guiding me at every stage in bringing out this report. I am also thankful to my family for their kind co-operation which made my take easy. Name:DEEPANJAN DEY Roll No:13700911018 4 DECLARATION I do hereby declare that this project work entitled “SALES PROMOTION ON TVS SCOOTY” submitted by me for the partial fulfillment of the requirement for the award of Master in Business Administration (MBA) is a record of my own research work. The report embodies the finding based on my study and observation and has not been submitted earlier for the award of any degree or diploma to any Institute or University. Date: Name: DEEPANJAN DEY Roll No: 13700911018 Table of contents SERIAL NO. CONTENT PAGE NO. CHAPTER 1 INDUSTRY PROFILE 5 A. Background of scooty industry 6 B. Major players 7-10 CHAPTER 2 COMPANY PROFILE A. TVS Group 10-13 B. TVS Motor Ltd 14-27 C. Products of TVS 28-32 D. SWOT analysis 33 CHAPTER 3 RESEARCH OBJECTIVE A. Research methodology Sales Promotion 34-39 Women-on-wheels (WOW) 40 Problems for female in day-to-day life 40-41 Success story of scooty 41 Activities done during internship 42-43 B. Research design 44 C. Data collection method 44 D. Sample design 45 CHAPTER 4 SCOPE OF STUDY A. Purpose 45-46 B. Scope 46 C. Limitations 46 CHAPTER 5 DATA ANALYSIS & INTERPRETATION 47-56 CHAPTER 6 OBSERVATION 57 CHAPTER 7 SUGGESTIONS 58 CHAPTER 8 CONCLUSION 59 CHAPTER 9 BIBLIOGRAPHY 60 CHAPTER 10 ANNEXTURE 61 1. INDUSTRY PROFILE 6 Scooty is an Indian brand of Scooters manufactured by TVS Motors. Designed for women, Scooty is the largest selling Scooter brand in its segment. It has come to represent a generic name for any women's two-wheeler in India. Scooty was initially conceived of as a Scooter for both sexes. However sales figures over the first two years indicated that more women were buying the Scooty than men. In 1996, Scooty went through a repositioning exercise to target women. Though it was seen as a risk with the large majority of Indian two-wheeler riders being male, TVS chose the strategy to tap the nascent segment of women riders.Over the last decade, Scooty has launched several models that cater to different segments of the market. These include the Scooty ES (1996), the Scooty Pep (2003) and Pep+ (2005), Scooty Teenz (2007) and Scooty Streak (2009). TVS Scooty embarked on a project to provide two-wheeler riding training to women across small and large towns in India with a view to building the habit of riding in what is considered a low- penetration segment: less than 2% of Indian women in the potential two-wheeler buying category of 15-60 year olds actually buy a scooter. Rechristened the TVS Scooty Institute, 80 centers have been set up and 42,000 women have been trained to ride a two-wheeler. About 20% of women trained at the institute buy the TVS Scooty. This campaign has won several awards, notably amongst them the EMVIE by the Ad Club Bombay for being the best campaign innovation. 7 Honda Motor Company Honda has been the world's largest motorcycle manufacturer since 1959, as well as the world's largest manufacturer of internal combustion enginesme assured by volume, producing more than 14 million internal combustion engines each year. Honda surpassed Nissan in 2001 to become the second-largest Japanese automobile manufacturer. As of August 2008, Honda surpassed Chrysler as the fourth largest automobile manufacturer in the United States. Honda was the seventh largest automobile manufacturer in the world behind Toyota, General Motors, Volkswagen AG, Hyundai Motor Group, Ford, and Nissanin 2010. Honda was the first Japanese automobile manufacturer to release a dedicated luxury brand, Acura, in 1986. Aside from their core automobile and motorcycle businesses, Honda also manufactures garden equipment, marine engines, personal watercraft and power generators, amongst others. Since 1986, Honda has been involved with artificial intelligence/robotics research and released their ASIMO robot in 2000. They have also ventured into aerospace with the establishment of GE Honda Aero Engines in 2004 and the Honda HA-420 Honda Jet, scheduled to be released in 2012. Honda spends about 5% of its revenues into R&D. Hero Motor Company 8 Hero Motors is a moped and scooter manufacturer based in Delhi, India. It is a part of multinational company Hero Group, which also currently owns Hero Motocorp (formerly Hero Honda) and Hero Cycles, among others. Hero Motors was started in the 1960s to manufacture 50cc two stroke mopeds but gradually divHersified into making larger mopeds, mokicks and scooters in the 1980s and the 1990s. Noteworthy collaborators and technical partners were Puch of Austria and Malaguti of Italy. Due to tightening emission regulations and poor sales, Hero motors have discontinued the manufacture of all gasoline powered vehicles and transformed itself into an electric two-wheeler and auto parts manufacturer. Mahindra & Mahindra Company Mahindra & Mahindra Limited (M&M) is an Indian multinational automaker headquartered in Mumbai, Maharashtra, India. It is one of the largest automobile manufacturers by production in India and a subsidiary of Mahindra Group conglomerate. The company was founded in 1945 in Ludhiana as Mahindra & Mohammed by brothers K.C. Mahindra and J.C. Mahindra and Malik Ghulam Mohammed. After India gained independence and Pakistan was formed, Mohammed emigrated to Pakistan where he became the nation's first finance minister. The company changed its name to Mahindra & Mahindra in 1948. It is ranked 21 in the list of top companies of India in Fortune India 500 in 2011. Kinetic Motors Kinetic Engineering Limited is an automotive component manufacturer in India which formerly sold two-wheelers under the brand names Kinetic Honda and later Kinetic. In 2008, it stopped selling two-wheelers after entering into a joint venture with Mahindra Automobiles, where Mahindra held the major (80%) stakes. By this joint venture, Mahindra acquired the two-wheeler manufacturing facilities as well as the then selling brands of Kinetic. 9 The brand Kinetic-Honda is remembered for its legacy 2-stroke scooters, with variomatic transmission and electric start, first in India when it was launched (in 1984) and the only in India until the late 1990s. Part of the Firodia Group of Companies, a pioneer in the Indian automotive sector, Kinetic Engineering started its operations in the year 1972. It entered into a joint venture with Honda in 1984 and started selling scooters under the brand name Kinetic Honda. In 1998, the joint venture split and the company continued to sell scooters under the brand name Kinetic. Soon the company entered into the fastest growing motorcycle market but its endeavor failed and put the company into debt. With direct competition from the former ally Honda, which had now established itself as the leading scooter manufacturer (HMSI) in India, Kinetic lost its exclusive market foothold by the mid 2000s. Now having withdrawn from two-wheeler manufacturing, Kinetic Engineering continues to be a major player in the auto components manufacturing and exporting sector in India. Kinetic Motors again started its operations from January 2011. Kinetic introduced its very popular brand Kinetic in 4 stroke version and going to launch 3 more new models to compete the market. Bajaj Auto Limited Bajaj Auto Limited is an Indian motorized vehicle-producing company. Bajaj Auto is a part of Bajaj Group. Its founded by Jamnalal Bajaj at Rajasthan in the 1930s. It is based in Pune, Maharashtra, with plants in Chakan (Pune), Waluj (near Aurangabad) and Pantnagar inUttaranchal. The oldest plant at Akurdi (Pune) now houses the R&D centre Ahead. Bajaj Auto makes and exports automobiles, scooters, motorcycles and theauto rickshaw. Bajaj Auto is the world's third-largest manufacturer of motorcycles and second-largest in India. The Forbes Global 2000 list for the year 2005 ranked Bajaj Auto at 1,946. It features at 1639 in Forbes 2011 list. Over the last decade, the company has successfully changed its image from a scooter manufacturer to a two-wheeler manufacturer. Its product range encompasses scooterettes, 10 scooters and motorcycles. Its real growth in numbers has come in the last four years after successful introduction of a few models in the motorcycle segment. The company is headed by Rahul Bajaj who is worth more than US$1.5 billion.