A

Project report
At
TVS motors
On
Product-mix

Submitted by

Mr. Rohan D. Raninga

For the partial fulfillment of
Bachelor of Business Administration
At
Shree Swaminarayan A.A.K. college of BBA
Porbandar
Under the guidance of;
Prof. Amar Pandya

Submitted to
Bhakt Kavi Narsinh Mehta University
 A project Report on:
Marketing management - Product mix

Undertaken at
TVS - Thakkar motors

Prepared by
Rohan Dineshbhai Raninga

Institute
Shree Swaminarayan Anikaben Anilbhai Kotadiya College of
BBA, Porbandar

Submitted to
Bhakt Kavi Narsinh Mehta University
Junagadh

2
 Personal Information

Name : Rohan Dineshbhai Raninga

Faculty :Bachelor Of Business Administration

Semester :6

Institute :Shree Swaminarayan AAK college of BBA

Enrolment no.: 11012100293

Academic year: 2023-24

3
 Company Information

Name : TVS - Thakkar motors

Industry : Automotive

Products : Motorcycle, scooters and Mopeds

Address : Rokadiya road, Mira Nagar 2, Porbandar, Gujarat

Phones : +91 84888 45991

Website : [Link]

Instagram: thakkartvs

Time : 9:30 am to 7:00 pm

4
Company Certificate

5
College Certificate

6
 Declaration

I under signed Rohan Raninga as a student of B.B.A department

(Bachelor of Business Administration) of Shree Swaminarayan AAK
College of BBA, Porbandar. I declare that this report presented under
supervision of Prof. Amar Pandya and Director Kishan Dattani.

I precisely assure you that this work has not been previously
submitted to any other university for any examination by any student.

Date :

Place : Porbandar

SIGNATURE
(Rohan D. Raninga)

7
 Acknowledgement

I am a [Link] student of Shree Swaminarayan AAK college of

BBA, I am really thankful to Bhakta Kavi Narsinh Mehta University,
and Institute and Director Kishan Dattani and Supervisor Prof. Amar
Pandya.

It was a great opportunity and pleasure for them. It was a golden

opportunity and excellent guidance to enrich our knowledge.

This report is made by doing an internship of 15 days in the area of

Marketing and study of biography of TVS-Thakkar Porbandar.

8
 Preface

B.B.A, study is a bridge between the world of business education and

management, the world of practice that helps the students to move
over to professional life with facility.

Practical study is an important part of life & as well as study. B.B.A.

is a professional course of management study & management itself is
an art. Art involves practice.

I have prepared this report on TVS Motors Company Limited on the

basic information which I have collected from secondary data as well
as primary data sources.

9
 Index

SR. Particulars Page

no. no.
1 General Information 11

2 Main Topic: Product Mix 22

3 Production Department 62

4 Human resource Department 65

5 Finance Department 68

6 Findings 71

7 Conclusion and suggestions 72

8 Bibliography 73

9 Appendix 74

10
General Information of company

11
 Index

SR. Particulars Page no.

no.

1 Company profile 13

2 History and development 14

3 Vision and Mission 17

4 Structure 18

5 SWOT Analysis 20

6 Promoters 21

12
 1. Company Profile

Type Public

Traded as BSE: 532343

NSE: TVSMOTORS

Industry Automotive

Founded 1978, 46 years ago

Founder T.V. Sundram Iyenger

Headquarters Chennai, Tamil Nadu, India

Number Of Locations 4 Two-wheelers and 1 Three-wheelers

Plants

Area served Worldwide

Key People Venu Srinivasan (Chairman)

Sudarshan Venu (Managing Director)

Products Two wheelers

Three Wheelers
Automobile Parts

Revenue 3.1 billion USD (2022)

Total Assets 3.4 billion USD (2022)

No. of Employees 5161

Website [Link]

13
 2. History and Development

Early history

Sundaram Clayton was founded in 1962 in collaboration with Clayton

Dewandre Holdings, United Kingdom. It manufactured brakes, exhausts,
compressors and various other automotive parts. The company set up a plant at
hosur in 1976, to manufacture mopeds as part of their new division. In 1980,
TVS 50, India's first two-seater moped rolled out of the factory at Hosur in
Tamil Nadu, India. A technical collaboration with the Japanese auto giant
Suzuki Ltd. resulted in the joint-venture between Sundaram Clayton Ltd and
SUZUKI motors Corporation in 1987. Commercial production of motorcycles
began in 1989.

TVS Motor Company introduced their first two-wheeler, the TVS 50

moped, in 1980 and entered into domestic racing with it in 1984. In 1987, the
TVS Racing division was born.

14
Suzuki relationship

● TVS and Suzuki shared a one-year-long relationship that was

aimed at technology transfer for design and manufacture of
two-wheelers specifically for the Indian market. Re-christened
TVS-Suzuki, the company brought out several models such as;

-TVS Suzuki Supra -TVS Suzuki Samurai

-TVS Suzuki Shogun -TVS Suzuki Shaolin

15
 In 2001, after separating ways with Suzuki, the company was renamed
TVS Motor, relinquishing its rights to use the Suzuki name. There was also a
30-month moratorium period during which Suzuki promised not to enter the
Indian market with competing two-wheelers.

Recent:

The man who bought Norton: ‘I saw the opportunity to buy the Norton brand
and took it.’

Norton’s recent history reads like the script for Netflix’s next blockbuster
drama series. From soaring highs and racing glory of the 1950s and 60s to
financial ruin in the 1970s and 80s, and back again (on several occasions), the
story veers from one emotional extreme to the other.

But finally, following decades of uncertainty and heartbreak, culminating

in the bankruptcy of the Stuart Garner-owned Norton in 2020, perhaps the
world’s most evocative motorcycle marque is back on the right track, this time
under the ownership of two-wheel giant TVS Motor, the Indian manufacturer
that purchased the brand in April 2020.

TVS has rejuvenated Norton with a £100-million investment, a

completely new HQ and state-of-art-manufacturing facility based in Solihull,
new staff, new working practices and new management – this is new chapter of
Norton, and a very exciting one at that.

16
 3. Vision and Mission

Mission statement : A mission statement defines the organization’s business,

its objectives, and how it will reach these objectives.

Vision statement : A vision statement details where the organization aspires to

go.

● Vision

To Transform The Quality Of Life of People by providing mobility

solutions that are exciting, responsible, sustainable and safe.

● Mission

To be One of the leading companies globally in our chosen business

segments, by providing the most compelling mobility solutions through:

1. An innovation driven culture thriving on relentless reflection and

teamwork.
2. Focus on speed and agility to seize opportunity in a Volatile
Uncertain Complicated Ambiguous (VUCA) world.
3. Scalable technology platforms & solutions with highest quality to
delight customers.
4. Commitment towards a sustainable future for societies and the
environment.

17
 4. Organization structure

The group's subsidiaries are owned by three holding companies, viz.,

TVS & Sons, Sundaram Industries and TVS Holding Companies. TVS & Sons
is the parent company of the group. The three holding companies of the
subsidiaries are:

● T. V. Sundram Iyengar & Sons Private Ltd. (TVS & Sons)

● Sundaram Industries Private Ltd.
● Southern Roadways Private Ltd. (TVS Holding Companies)

TVS Group's nine listed subsidiaries are:

● TVS Motors company

● Sundaram Fasteners
● Sundaram clayton
● TVS Srichakra
● Wheels India
● India Motor Parts & Accessories
● India Nippon Electricals
● TVS electronics
● Sundaram Brake Linings
● TVS Real Estate (TVS Emerald)

18
Organization sales structure

19
 5. SWOT Analysis

-Many sub brands Lack of scale-

-Strong financial performance Reliant On the Indian market only-
-Excellent R&D method

- Growing market Intense Competition-

- Growing Indian Three Wheeler-
market -Environmental Regulations
- Global Market - Improvements in
Public Transport

20
 6. Promoters

Promoter:
● T.V. Sundram Iyenger

Strategic partner
● BMW Motorrad

Board of directors:
● Venu Srinivasan.
● Prof. Sir Ralf Dieter Speth.
● Sudarshan Venu.
● K N Radhakrishnan.
● C R Dua.
● R Gopalan.
● Kuok Meng Xiong.
● H K Singh.

Chairman:
● Sir Ralf Dieter Speth

21
Main Topic-
Product Mix

22
 Index

Sr Particulars Page
no. no.

1 Introduction to Marketing mix of 24

TVS Motors

2 Motorcycles 27

3 Scooters 41

4 Mopeds 48

5 Electric Vehicle (EV) 49

6 Three wheelers 52

7 Market Research 55

23
 1. Introduction to Marketing mix of
TVS motors

- The two-wheeler vehicles market in India is quite competitive. They

share 75% of the total vehicles across India. Statistics show that the sale
of Two-wheeler vehicles in India decreased in 2021.
- The previous year's sales were recorded to be 15.12 million units. TVS
Motor sold around 2 lakhs 51 thousand units in December 2021. It is
among the largest two-wheeler manufacturing vehicles with its popular
models - Raider 125, Apache RTR 160 4V, and Ntorq 125. Through its
innovation in products, the company has reached new heights. The
company recently entered the two-wheeler electric space and launched its
electric scooter.
- Let us get insights into the marketing mix of TVS Motors that makes it
count among the top manufacturers of two-wheeled vehicles in the
country.

Marketing Strategy
Understanding your customers' needs can help the company conduct business,
thrive, and benefit it while serving the [Link] TVS company uses the
marketing mix strategy to accomplish its position and compete in the market.

The marketing mix comprises of the following questions:

1. What do you sell?

2. Where do you sell it?
3. And how do you sell it?

24
 Price

They based the price of the products offered by TVS Motor on the category of
the product and the consumer segment. Price is such that the people can afford
the products; they have economic pricing (assigning a low cost to a product by
reducing the production cost of it), which suits the financial status of
middle-and upper-middle-class people—also upgrading products to meet the
changing needs of the consumers and attracting more. The price represents good
value for money.

Place

The company has four power plants, with over 2000 showrooms and service
stations attached to it. They also have sub-dealers who can sell their products in
the showrooms in agreement with the contracts. They have customers
predominantly in Asian markets.

Promotion

Using promotional items in marketing campaigns targets the customers

effectively. TVS Motor holds many promotional events; it has a good
understanding of the brand's positioning and segment. They create ad
campaigns aiming toward a specific T.G. (Target Group). The company also has
good relations with the media.

25
 Product

The categories of products manufactured by the company cater to different

segments of the audience. For instance:

● Apache for those who are into Sports.

● TVS Super XL, people in the rural areas
● Scooty Pep, youth, and women.
● Flame and Star city, for professionals

They smartly cater to both urban and rural lifestyles. They also develop their
new products and designs through innovation.

The main product range of TVS two/three wheelers includes:

1. Motorcycles
2. Scooters
3. Mopeds
4. Autorickshaws
5. Ultra-light trucks

26
 [Link]

A motorcycle (motorbike, bike, or, if three-wheeled, a trike) is a two or

three-wheeled motor vehicle steered by a handlebar from a saddle-style seat.

Motorcycle design varies greatly to suit a range of different purposes:

long-distance travel, commuting, cruising, sport (including racing), and off-road
riding. Motorcycling is riding a motorcycle and being involved in other related
social activities such as joining a motorcycle club and attending motorcycle
rallies. Here is an overview of different types of Motorcycles:

1. Standard

2. Cruiser

3. Chopper

4. Touring

5. Sport bike

6. Trail

7. Off road bike

8. ATV

27
 The Names of Motorcycles sold by TVS in India

1. Apache RTR 310

2. Apache RR 310

3. Apache RTR 165RP

4. Apache RTR 160

5. Apache RTR 200

6. TVS Ronin

7. TVS Raider

8. TVS Radeon

9. TVS Star City +

[Link] Sport

[Link] Phoenix

[Link] Victor

It is also Important to Know Specifications and features of Individual Model Of

TVS Motorcycles to find the one that best suits your needs.

28
 Apache RTR 310

The TVS Apache RTR 310 is the most expensive and premium streetbike the
company has ever launched. It gets striking design elements which makes it
quite aspirational. The 310cc engine is borrowed from the RR310, and that is
why it gets good low and mid-range. In terms of equipment, the bike is loaded
with some modern features.

The TVS Apache RTR 310 is powered by a 312.12 cc air-cooled engine which
produces 35.6 PS @ 9700 rpm of power. It has a fuel tank of 11 l and a claimed
mileage of 35 kmpl. The TVS Apache RTR 310 starts at Rs 2.43 lakh and goes
up to Rs 2.64 Lakh (ex-showroom, Delhi). It is available in three variants.

29
 Apache RR 310

The TVS Apache RR 310 (RR as Race Replica) is a touring bike made by the
TVS Motor Company in collaboration with BMW Motorrad that was launched
in India on December 6, 2017. It uses a 312.2cc single-cylinder, four-stroke, SI,
liquid-cooled, DOHC reverse inclined engine.

The TVS Apache RR 310 is powered by a 312.2 cc Liquid Cooled engine which
produces 25.8 PS of power in Urban, Rain mode and 34 PS of power in Sport,
Track mode. It has a fuel tank of 11 L. The TVS Apache RR 310 starts at Rs
2.72 Lakh Rs (ex-showroom, Delhi). It is available in one variant.

30
 Apache RTR 165RP

TVS Motor Company has announced its new Race Performance (RP) series that
has been introduced in the Apache series of motorcycles. The newly launched
TVS Apache RTR 165 RP is the first product to be launched under the Race
Performance series and it will be offered in limited numbers of 200 units only.

TVS Apache RTR 165 RP is the top variant in the Apache RTR 160 4V lineup
and is priced at Rs. 1.45 Lakh (ex-showroom, Delhi). This RTR 165 RP variant
comes with an engine putting out and of max power and max torque
respectively. TVS Apache RTR 165 RP is available in 6 colors : Pearl White,
Rp Blue, Racing Red, Metallic Blue, Knight Black and Matte Black.

31
 Apache RTR 160

TVS Motor Company has launched the 2022 Apache RTR 160 in the Indian
market. The latest iteration of the motorcycle is available in three variants –
Drum, Disc, and Disc with Bluetooth – and five colors Gloss Black, Pearl
White, Racing Red, Matte Blue, and T-Grey.

TVS Apache RTR 160 is a motorcycle with a starting price of Rs 1.19 Lakh. It
is available in India in 3 variants and 5 colors with high end variant price
starting from Rs 1.26 Lakh. Apache RTR 160 is powered by a 159.7 ccbs 6-2.0
engine which develops a power of 16.04 PS and a torque of 13.85 Nm. It has
Disc front brakes and Disc rear brakes. The weight of TVS Apache RTR 160 is
138 kg and comes with a fuel tank capacity of 12 L.

32
 Apache RTR 200

The Apache 200 4V is TVS's entry-level performance bike. Its aggressive

design is complemented by its performance-focused engine. The bike also offers
a race-track inspired instrument cluster and an exhaust note to complete its
sporty appeal.

TVS Apache RTR 200 4V is a motorcycle with a starting price of Rs 1.47 Lakh.
It is available in India in 1 variant and 3 colors with a high end variant price
starting from Rs 1.47 Lakh. Apache RTR 200 4V is powered by a 197.75
ccbs6-2.0 engine which develops a power of 20.82 PS and a torque of 17.25
Nm. It has Disc front brakes and Disc rear brakes.

33
 TVS Ronin

TVS Ronin is a cruiser bike. The new Ronin 225 is TVS Motor Company’s first
ever neo-retro scrambler-style motorcycle. It is offered in three variants and
they are differentiated by their color schemes.

The TVS Ronin is powered by a 225.9 cc oil-cooled engine which produces

20.4 PS of power. It has a fuel tank of 14 L and a claimed mileage of 42.95
kmpl. The TVS Ronin starts at Rs 1.49 and goes up to Rs 1.73 Lakh
(ex-showroom, Delhi). It is available in four variants.

34
 TVS Raider

TVS Motor Company has updated its portfolio with the launch of a new
premium commuter motorcycle, the Raider. This new model from the
Hosur-based two-wheeler maker competes against the Bajaj Pulsar NS 125 and
the Honda SP 125 in the Indian market. TVS Motor Company will offer the new
Raider in three variants – Drum, Disc, and Connected.

The TVS Raider is powered by a 124.8 cc air-cooled engine which produces

11.38 PS @ 7500 rpm of power. It has a fuel tank of 10 L and a claimed mileage
of 67 kmpl. The TVS Raider starts at Rs 95,219 and goes up to Rs 1.03 Lakh
(ex-showroom, Delhi).

35
 TVS Radeon

The Radeon is TVS’ answer to the Hero Splendor. It offers quite a few features
in an effort to deliver more value to the customer. While alloy wheels and
electric start are standard, front disc is offered with the celebratory special
edition and dual-tone version.

The TVS Radeon is powered by a 109.7 cc air-cooled engine which produces

8.19 PS @ 7350 rpm of power. It has a fuel tank of 10 L and a claimed mileage
of 73.68 kmpl. The TVS Radeon starts at Rs 62,405 and goes up to Rs 80,744
(ex-showroom, Delhi). It is available in three variants.

36
 TVS Star City

The Star City Plus is part of TVS Motor Company’s commuter line-up. It has
been introduced in two variants including mono tone and dual tone. The new
Star City gets new features and updated styling, apart from the revised engine.

TVS Star City Plus is a motorcycle with a starting price of Rs 78,770. It is

available in India in 2 variants and 8 colors with high end variant price starting
from Rs 81,920. Star City Plus is powered by a 109.7 cc bs6-2.0 engine which
develops power.

37
 TVS Sport

The TVS Sport is a commuter motorcycle for customers looking for a

light-weight ride with a frugal engine and an affordable price tag. While it was
first launched as a 100cc offering, TVS updated it with a larger 110cc motor
during the BS6 transition in April 2020.

TVS Sport is a motorcycle with a starting price of Rs 59,431. It is available in

India in 2 variants and 3 colors with high end variant price starting from Rs
70,773. Sport is powered by a 109.7 cc bs6-2.0 engine which develops a power
of 8.29 PS and a torque of 8.7 Nm. It has Drum front brakes and Drum rear
brakes. The weight of TVS Sport is 112 kg and comes with a fuel tank capacity

of 10 L.

38
 TVS Phoenix

The Phoenix is a jazzy premium commuter motorcycle from the TVS Motor
Company . It is targeted at office goers and middle-aged buyers looking for a
little extra style and a blend of power and economy.

TVS Phoenix 125 is currently priced at Rs. 52,280 for the drum brake variant
and Rs. 56,189 for the disc brake variant (both prices ex-showroom, Delhi). The
bike comes in six color options - Crimson Black, Black Magic, Midnight Black,
Red Hot, Cherry White and White Night.

39
 TVS Victor

TVS revived the Victor brand after a gap of more than eight years and has
positioned the motorcycle above the Star City Plus in their line-up. The new
Victor features a host of cosmetic and technological updates.

40
 3. Scooters

A scooter (motor scooter) is a motorcycle with an underbone or step-through

frame, a seat, a transmission that shifts without the operator having to operate a
clutch lever, a platform for the rider's feet, and with a method of operation that
emphasizes comfort and fuel economy. Elements of scooter design were present
in some of the earliest motorcycles, and motor scooters have been made since at
least 1914. More recently, scooters have evolved to include scooters exceeding
250cc classified as Maxi-scooters.

Here are some key features of scooters;

● Multifunctional dashboard

● USB port

● Speed Switching

● Detachable battery

● Smart remote key

41
The names of Scooters sold by TVS in India is Listed below

1. TVS Jupiter 125

2. TVS Jupiter 110

3. TVS Ntorq

4. TVS Zest 110

5. TVS Scooty Pep+

It is also important to know the features and specifications of individual models

of TVS motors that they sold in India.

42
 TVS Jupiter 125

TVS Jupiter 125 is a scooter available in 4 variants and 9 [Link] Jupiter

125 is TVS’ latest product. This scooter was developed to cater to a huge
market which is currently dominated by Suzuki Access 125.

The price of TVS Jupiter 125 in India starts at Rs. 86,[Link] goes upto Rs.
96,855. TVS Jupiter 125 comes with 3 variants which includes TVS Jupiter 125
Drum Alloy, TVS Jupiter 125 Disc, TVS Jupiter 125 SmartXonnect. The top
variant is TVS Jupiter 125 SmartXonnect which comes at a price tag of Rs.
96,855.

43
 TVS Jupiter 110

The TVS Jupiter is a 110cc commuter scooter whose simple design, comfortable
ride quality, and practicality make it a best-selling scooter from the brand. The
Jupiter is offered in 6 variants and here’s a quick explainer. TVS is providing
discounted service support to customers affected by floods caused by Cyclone
Michaung.

TVS Jupiter is a scooter with a starting price of Rs 73,340. It is available in

India in 6 variants and 16 colors with high end variant price starting from Rs
89,748.

44
 TVS Ntorq

The Ntorq 125 is one of the most value for money scooters in the market. The
scooter offers some outstanding features, and performance for a price that
makes it an enticing scooter.

The NTorq 125 is TVS’s sportiest scooter on offer. It comes loaded with several
segment-first features such as voice assistance with navigation, social media
alerts, live sports scores, and more.

45
 TVS Zest 110

The TVS Scooty Zest 110 comes with a range of features such as 3D emblems,
beige interior panels, dual-tone seat cover, LED DRLs and an underseat light.
The scooter also has a 19-liter under seat storage compartment and dual luggage
hooks for better practicality.

The TVS Scooty Zest 110 starts at a price of Rs 73,931 for the Gloss series and
the Matte series starts at Rs 75,293. The Gloss series comes with one colour
option, Turquoise Blue, while the Matte series is available in Matte Black,
Matte Blue, and Purple.

46
 TVS Scooty Pep+

The TVS Scooty Pep Plus is the smallest capacity scooter from the Hosur-based
bikemaker. With its lightweight and nimble design, it offers a convenient and
hassle-free option for daily commuting.

The Scooty Pep Plus Gloss Series is currently priced at Rs 65,514, while the
Special Edition comes in at Rs 66,514. Opting for the Matte Edition or the
Princess Pink trim will set you back Rs 68,414.

47
 4. Mopeds
A moped (category AM) is defined as having a maximum design speed over 25
km/h (15.5mph) but not exceeding 45 km/h (28 mph); or a light quadricycle
with an unladen weight not more than 350 kg and up to 45km/h.

TVS XL 100

The XL100 is a 100cc moped from TVS, it is built to be rugged and utilitarian.
It has the potential to carry heavy loads and is an ideal choice for both urban
and rural areas. TVS is also working on a e-moped based on the XL100,

The TVS XL100 comes in 5 variants. The more rugged Heavy Duty version
retails at Rs 44,999 and the comfort variant costs Rs 46,671. TVS has priced the
HeavyDuty i-Touchstart (electric start) at Rs 56,935 and the HeavyDuty
i-Touchstart Win Edition comes at Rs 59,437. The Comfort i-Touchstart costs
Rs 59,695.

48
 5. Electric Vehicle (EV)
Electric vehicles use electricity to charge their batteries instead of using fossil
fuels like petrol or diesel. Electric vehicles are more efficient, and that
combined with the electricity cost means that charging an electric vehicle is
cheaper than filling petrol or diesel for your travel requirements.

TVS motors is manufacturing the following Electric Vehicle;

1) TVS X
2) TVS iQube

Let us know in detail about both the models.

TVS X

The X is TVS' second offering in the EV department and the first performance
electric scooter. It's derived from the Creon concept showcased a few years ago.

TVS X is an electric scooter available in only 1 variant and 1 color. TVS X

generates 7000 W power from its motor. With both front and rear disc brakes,
TVS X comes up with anti-locking braking system.

49
 TVS iQube

TVS iQube is an electric scooter available in 2 variants and 7 colors. TVS

iQube generates 3000 W power from its motor. TVS iQube comes up with front
disc and rear drum brakes.

TVS iQube price for its variant - iQube Standard is estimated at Rs. 1,55,600.
The price for the other variant - iQube S is Rs. 1,62,290. The mentioned iQube
prices are the average ex-showroom.

50
 6. Three Wheelers
A three-wheeler is a vehicle with three wheels. Some are motorized tricycles,
which may be legally classed as motorcycles, while others are tricycles without
a motor, some of which are human-powered vehicles and animal-powered
vehicles

TVS Three Wheelers

The price range of TVS three wheelers starts from ₹1.20 Lakh for the most
economic model in its lineup, the King Deluxe. The most expensive three
wheeler in TVS lineup is the King Kargo, priced at ₹2.50 Lakh which also
includes Auto Rickshaw and 3 Wheeler.

Here is the list of Three wheelers of TVS motors:

1. King Delux

2. King Duramax

3. King Kargo

51
 King Delux

The TVS King Deluxe is a passenger transportation-oriented 3-wheeler that,

TVS says, is designed to meet the last-mile passenger transportation
requirements of small businesses and individual operators across urban and
semi-urban areas in India.

The TVS King Deluxe can carry up to four people, including the operator, and
comes in multiple powertrain configurations – LPG, CNG, and petrol – to meet
the diverse business needs of customers.

Prices for the TVS King Deluxe start at Rs 1.20 lakh, and go up to Rs 1.35 lakh
(ex-showroom).

52
 King Duramax
TVS has positioned the King Duramax as a passenger transportation-oriented
3-wheeler, engineered to address the last-mile commuting requirements of small
businesses and individual operators in urban and semi-urban areas across India.

Capable of accommodating up to four individuals, including the operator, and

featuring an ergonomic design, the King Duramax, available in various
powertrain configurations such as LPG, CNG, and petrol, is tailored to cater to
the diverse business requirements of its customers.

Prices for the TVS King Duramax start at Rs 1.80 lakh, and go up to Rs 2.25
lakh (ex-showroom).

53
 King Kargo
The TVS King Kargo, built for cargo haulage, is engineered to meet the
last-mile transportation needs of fleet owners and operators in India. TVS says
that the King Kargo is aimed at providing last-mile haulage operations in urban
and semi-urban areas.

Featuring an ergonomic design, the King Kargo, available in various powertrain

configurations such as LPG and CNG, is designed to cater to the diverse
business requirements of its customers.

54
 7. Market Research On product mix of
TVS Motors

I hereby taken the market research survey of 70 person, to know about which of
the product of TVS motors is more preferable by them and which factor they
consider more in selecting the product. And here is the following results
obtained;

➢ Here almost 77% are male and 23% are female respondents out of total
70 respondents

➢ Majority of the Respondents are fall in the age group between 18-22
years.

55
➢ From this, it is clearly shown from the chart that majority of the
respondents know TVS motors by TV ads and Personal references.

➢ From the above chart it is visible that more than 70% of the total
respondents owns a bike, either of TVS or Other companies.

56
➢ Almost 78.6% of the respondents have used any of the bikes of TVS
motors.

➢ More than 80% of the respondents are likely willing to purchase a bike of
TVS motors company

57
➢ The above graph shows which bike of TVS the respondents want to
purchase.
➢ Majority of the respondents willing to purchase Jupiter or Apache

as 73.4% and 48.4% are selected respectively

➢ As shown in the graph, The majority factors affecting while
selecting a bike to purchase are Mileage, price of bike and its
looks.

58
 ➢ This chart represents how many respondents are agree that the
looks of TVS bikes are better than any other bike companies.

➢ The above chart shows how much respondents agree that the build quality
of TVS bikes are better than any other companies.

59
➢ The above chart shows the satisfaction level of respondents for the price
of TVS bikes.

➢ Above graph shows the ratings given by the respondents.

➢ The TVS bikes have 3.8 star average ratings as per the survey.

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➢ More than 90% of the respondents will suggest bikes to others . TVS
bikes have more trendy looks than other, and that is why it is more
suggestible to others.

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Production Department

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 Raw Material

The primary raw materials used in the manufacture of the body of motorcycles
are metal, plastic and rubber. The motorcycle frame is composed almost
completely of metal, as are the wheels. The frame may be overlaid with plastic.
The tires are composed of rubber. The seat is made from a synthetic substance,
such as polyurethane. The power system consists of a four-stroke engine, a
carburetor to transform incoming fuel into vapor, a choke to control the air-fuel
ratio, transmission, and drum brakes. The transmission system contains a clutch,
consisting of steel ball flyweights and metal plates, a crankshaft, gears, pulleys,
rubber belts or metal chains, and a sprocket.

The electrical system contains a battery, ignition wires and coils, diodes, spark
plugs, head-lamps and taillights, turn signals and a horn.

A cylindrical piston, made of aluminum alloy (preferred because it is

lightweight and conducts heat well), is an essential component of the engine. It
is fitted with piston rings made of cast iron. The crankshaft and crankcase are
made of aluminum. The engine also contains a cylinder barrel, typically made
of cast iron or light alloy.

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 Manufacturing process of motorcycles/scooters

1. Raw materials as well as parts and components arrive at the

manufacturing plant by truck or rail, typically on a daily basis. As part of
the just-in-time delivery system on which many plants are scheduled, the
materials and parts are delivered at the place where they are used or
installed.
2. Manufacturing begins in the weld department with computer-controlled
fabrication of the frame from high strength frame materials. Components
are formed out of tubular metal and/or hollow metal shells fashioned
from sheet metal. The various sections are welded together. This process
involves manual, automatic, and robotic equipment.
3. In the plastics department, small plastic resin pellets are melted and
injected into molds under high pressure to form various plastic body trim
parts. This process is known as injection molding.
4. Plastic and metal parts and components are painted in booths in the paint
department using a process known as powder-coating (this is the same
process by which automobiles are painted). A powder-coating apparatus
works like a large spray-painter, dispersing paint through a pressurized
system evenly across the metal frame.
5. Painted parts are sent via overhead conveyors or tow motors (similar to a
ski lift tow rope) to the assembly department where they are installed on
the frame of the motorcycle.
6. The engine is mounted in the painted frame, and various other
components are fitted as the motorcycle is sent down the assembly line.
7. Wheels, brakes, wiring cables, foot pegs, exhaust pipes, seats, saddlebags,
lights, radios, and hundreds of other parts are installed on the motorcycle
frame.

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HUMAN RESOURCE DEPARTMENT

65
 Introduction

Human resources are the real asset of every organization. The Human resource
department in TVS is known as the Personal Service Department. The Personal
Service Department focuses on and influences the people who work in the
organization. TVS has a good personal department which always looks forward
to efficiency, welfare and security of the employees. Responsibility of the
personnel department is to ensure maximum utilization of human resources.

FUNCTIONS OF PERSONNEL DEPARTMENT

1) Framing personnel policies

2) Implementing programs
3) Selection of personnel
4) Scientific placement
5) Induction and orientation
6) Establishing good industrial relations
7) Effective communication
8) Motivating the personnel

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 HR department of TVS motors

Board of directors:
● Venu Srinivasan.
● Prof. Sir Ralf Dieter Speth.
● Sudarshan Venu.
● K N Radhakrishnan.
● C R Dua.
● R Gopalan.
● Kuok Meng Xiong.
● H K Singh.

Chairman:
● Sir Ralf Dieter Speth

Head HR : Vijay K
Deputy General manager : Harini Kucknoor
Senior Manager : Kalyana Raman
HR business partner : Kartik Gajji

These are some top Level executives and in TVS motor company, there are
more than 5161 employees (As of 2021), including Permanent and other than
permanent employees.

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[Link] Department

68
 Introduction
A finance department is the unit of a business responsible for obtaining and
handling any monies on behalf of the organization. The department controls the
income and expenditure in addition to ensuring effective business running with
minimum disruptions. Besides the traditional roles of handling the payroll,
income and expenses, finance department responsibilities also include economic
analysis to improve key business strategies.

Capital Structure of TVS motors

Facilities/ Amount Rating Rating

Instruments (Rs. Crore) Action
Long Term Bank 1700 CARE AA+;Stable Reaffirmed
Facilities
Long Term / Short 350 CARE AA+ ; Stable ? Reaffirmed
term bank facilities CARE A1 +
Long Term / Short 200 CARE AA+ ; Stable ? Reaffirmed
term bank facilities CARE A1 +
Short Term bank 608 CARE A1+ Reaffirmed
Facilities
Non-Convertible 300 CARE AA+;Stable Reaffirmed
Debentures
Commercial paper 500 CARE A1+ Reaffirmed

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 Fundamental analysis of TVS motors

Market capitalization ₹ 96,614 Cr

Total assets ₹ 35232 Cr
Revenue ₹ 32,112 Cr (as of 2023)
Profit ₹ 1309 Cr (as of 2023)
Net worth ₹ 5910 Cr (as of 2023)
Face value of share 1
Book value 133.03
Debt to equity 2.03
Dividend yield 0.420%
P/E ratio (TTM) 66.28

Shareholding Pattern of TVS motors

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 Findings
From the survey taken by me on product reference of consumers of TVS
motors. How do they select the bike? Which type of bike? And which factor
they majorly consider while purchasing the bike. I found the following
informations :

➢ Majority of the respondents came to know about TVS motors by Social

media and TV advertisement
➢ Almost 72% of respondents own a bike either from TVS or any other
companies. And almost 78% of the total respondents have used TVS
bikes.
➢ Almost 80% of the respondents are willing to purchase the TVS bike and
majority of them voted for Jupiter and Apache, Then comes TVS Raider,
Ronin and other bikes.
➢ While making decision of purchase of a bike, majority respondents will
taken into consideration Mileage, price and Looks of the bikes.
➢ Almost 60% to 70% of respondents agree that the Looks and build quality
of TVS bikes are better than any other bikes company.
➢ 80% of the respondents say that they are satisfied with the prices of TVS
bikes.
➢ The average rating given by the respondent is 3.8 star ratings

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 Conclusion and suggestions

In conclusion, this TVS motors Marketing mix report highlights the

comprehensive strategies employed by the TVS Motors company Ltd. to
position itself in the highly competitive Automotive industry.

By the survey, we came to know that the general public is also highly aware and
positive about the product due to its wide range of highly innovative RP bikes
and classic bikes for regular purposes. And that is why it has become the 3rd
largest manufacturer of two wheelers.

There is no doubt that TVS is highly concerned with innovation and

development of existing new bikes in the market as well as Electric
Vehicles(EV).

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 Bibliography

Official Website:

➔ [Link]

Other Sources:

➔ [Link]

➔ [Link]

➔ [Link]

➔ [Link]

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 Appendix
TVS motors company
Questionnaire

➢ Name

➢ Gender
a) Male
b) Female
c) Prefer not to say

➢ Age Group

1) How are you aware of TVS motors?

a) Social media
b) TV advertisement
c) Personal Reference
d) Newspaper
e) Other
2) Do you own a bike?
a) Yes
b) No
3) Have You Used any vehicle of TVS motors?
a) Yes
b) No

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4) Do you want to purchase a bike of TVS motors?
a) Yes
b) No
5) If yes, Which of the following models do you want to purchase?
Apache
Jupiter
Phoenix
Raider
Ronin
Radeon
Star Sport
Victor
Other __________________

6) Which of the following factor will you consider while purchasing a bike?
Mileage
Price
Brand
Looks
Spare parts
After sales service

7) Do you think that the looks of TVS bikes are better than any other bikes?
a) Strongly agree
b) Agree
c) Neutral
d) Disagree
e) Strongly disagree

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 8) Do you think that the build quality of TVS bikes are better than any other
bikes?
a) Strongly agree
b) Agree
c) Neutral
d) Disagree
e) Strongly Disagree

9) Are you satisfied with the price of TVS bikes?

a) Strongly satisfied
b) Satisfied
c) Neutral
d) Dissatisfied
e) Strongly Dissatisfied

10) How much will you rate the overall product of TVS motors?
Poor 1 2 3 4 5 Great

11) Will you suggest TVS bikes to others?

a) Yes
b) No

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