A Project Report On

MARKET OF HERCULES HIVOLT

TI CYCLES OF INDIA
BY SUBHAMAY BISWAS

At

A Project report on Market Analysis of Hivolt

As a partial fulfillment of PGPM program

Asia Pacific Institute of Management Studies

Under the Guidance of Mr. Rajesh Verma Marketing Lecturer A.I.M.S New Delhi Mr. Prateek Srivastava Deputy Manager Zonal Marketing TICI - Kolkata

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ACKNOWLEDGEMENT
This report has been made possible through the direct and indirect co-operation of several eminent people at Ti Cycles of India, Kolkata for whom I wish to express my appreciation and gratitude. Through this column, I wish to express my heartiest gratitude and thanks to my project guide and mentor Mr. Prateek Srivastava without whom this project compilation would not have been possible. His invaluable experience and exceptional mentoring provided me with gainful insights on practical applications of the topic, which was indispensable for the successful completion of the project. I sincerely acknowledge the help and encouragement I got from my project guide Mr. Rajesh Verma, Marketing Lecturer. He has guided and immensely supported in evaluating and finalizing all the information on the project. I would be failing in my duties if I dont appreciate the cooperation by my beloved Institute, ASIA PACIFIC INSTITUTE OF MANAGEMENT STUDIES, MATHURA ROAD, NEW DELHI. A last word of special thanks to all the office staff of Ti Cycles of India, Kolkata, for their constant support & feedback.

SUBHAMAY BISWAS

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DECLARATION
I hereby declare that this report titled Market of Hercules Hivolt at Ti Cycles of India is my own & original work carried out by me during the year 2010-2011 under the guidance of Mr. Prateek Srivastava in partial fulfillment of the requirement of Post Graduate program in Management at ASIA PACIFIC INSTITUTE OF MANAGEMENT STUDIES, NEW DELHI. I also declare that this project is a result of my effort and no part of this project has been published earlier or been submitted as a project by me for any degree or diploma for any Institute or University.

The above statement is true to the best of my knowledge.

Place: Kolkata Date: 01/03/2011 SUBHAMAY BISWAS PGPM - (2010 - 2012) Roll No: 2K10JANPGPMA14

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Contents:
Chapter 1 : Industry overview Introduction Executive summary Chapter 2 : Company Profile an overview History Values and beliefs Milestones Awards Ti Cycles Core Competencies Ti Cycles Vision Ti Cycles Mission Hercules Hivolt - Features - Advantages Chapter 3 : Marketing strategies for Hercules Hivolt Product Place Price Promotion Chapter 4 : Research Methodology Objectives Material and Methods Canopy Activity 5|Page

 Targeted People Visited Area Sample of questioner Limitation Chapter 6 : Findings and Analysis Findings based on customer questionnaire survey Chapter 7 : Conclusion and Recommendations Chapter 8 : Annexure
Bibliography

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 INTRODUCTION OF PROJECT:
The project was given to me to study the Market of Hercules Hivolt. So, the area of operation for me was the Marketing and Sales Department of the organization. The task for me was to know about the Hivolt and E-3 electric base cycle and target the sales by canopy activity in different palace. The data was collected by target audience filling up questioner for Marketing Research Program. This report contains the findings arrived after detailed analysis of the data received through filing questionnaires by the users and the customers. I did many promotional activities and went to various road crossings, markets, schools and colleges for creating awareness. The promotional activities like canopy shows and broachers distribution were carried out at nearest Ti cycles of India dealer. In this activity i have given live demo of Hercules Hivolt and E-3 bicycles.

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 EXECUTIVE SUMMARY:
The Company: Ti Cycles of India Research objective: Every day visit in different suitable place or

area for target the customer for sales the Hercules Hivolt product or E-3 kit package. Advertise the Hercules Hivolt Product and the features and advantages to the end client or targeted customer. With a sample size of 618, analyze the questioner for the market survey.
Conclusions: Were derived from results of the survey there are

certain facts, which are arrived after analyzing the data. The report gives a detailed account of such facts.
Recommendations: Strong need of Product building:

The Hercules Hivolt or E-3 needs to make a lot of marketing effort. Whenever a new product comes into existence it is necessary that they announce their launch. In Promotional strategies, Press publicity, Outdoor publicity, Media and Face to face meeting are very important.
Bibliography: provides a list of sources from where the various

facts & information were collected or gathered.

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COMPANY PROFILE

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Murugappa

Group

is

one

of

India's

leading

business

conglomerates. Market leaders in diverse areas of business including Engineering, Abrasives, Finance, General Insurance, Cycles, Sugar, Farm Inputs, Fertilizers, Plantations, Bio-products and Nutraceuticals, its 29 companies have manufacturing facilities spread across 13 states in India. The organization fosters an environment of professionalism and has a workforce of over 32,000 employees. The Group has forged strong joint venture alliances with leading international companies like Mitsui Sumitomo, Foskor, Cargill and Groupe Chimique Tunisien has consolidated its status as one of the fastest growing diversified business houses in India. Tube Investments of India Limited is the flagship Company of Murugappa Group. The Company has 15 manufacturing/assembly units spread across the country. These units are ably supported by marketing offices that act as interface between customer requirements and production team. The Companys shares are listed on the National,

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Mumbai and Chennai stock exchanges within India and GDRs on the Luxembourg Stock Exchange. The Companys product segments are Engineering, Metal Formed Products, E-Scooters, Fitness Equipments and Cycles.

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Tube Investments of India:

Tube Investments of India Ltd. (TII) is the Engineering business of the Murugappa Group of companies. The Murugappa Group, headquartered in Chennai, India, is a Rs.13,617 crore (USD 3.03 billion as on March 31, 2010) conglomerate with interests in engineering & metal-forming, bicycles, finance, general insurance, abrasives, fertilizers & farm inputs, sugar, bio-products, nutraceuticals, property development and plantations. It has 29 limited companies under its umbrella, with manufacturing facilities spread across 13 states in India. Together, they have over 32,000 employees. The Group has also forged strong joint venture alliances with leading international companies like Mitsui Sumitomo, Cargill, China Engineering & Exploration Bureau and Groupe Chimique Tunisien.

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The Group traces its origins to 1898, when Dewan Bahadur A M Murugappa Chettiar went as an apprentice to Burma (now Myanmar). Quick to learn financial skills and Burmese, he realized he was destined to greater achievements; he founded a firm in Moulmein, a large port-city in Lower Burma. This grew into a prosperous familyowned business, with interests in Banking, Rubber and Trade, covering Malaya (Malaysia), Ceylon (Sri Lanka), Indonesia and Vietnam. The outbreak of the World War II and subsequent political upheavals in the region cut short the firms growth. While a good portion of its hard earned fortunes were lost, the family had the foresight to move significant assets to India; this financial prudence ensured that the business would rebound after the disaster. And rebound it did. In India, the Group had engaged in businesses like Rubber, Steel cabinets, Yarn and other traded goods. But the real major industrial opportunity came soon after Independence. Political Independence spawned Economic Independence: and AMM Murugappa Chettiar, Dewan Bahadurs eldest son (and by then, head of the family) was quick to realise it. His vision was to start a business that would manufacture a product for the common man which they could sell in large numbers. Thus, in 1949, TI Cycles of India (TICI) was born in collaboration with TI of UK. It was the Groups first of many successful Joint Ventures and also its first foray into large scale manufacturing. Later, as a measure of backward integration two more companies were formed: Tube Products of India (TPI) in 1955, to make steel tubes for bicycle frames and TI Diamond Chain (TIDC) in 1960 to make bicycle chains. Over a period of time these two businesses have moved up the value chain from bicycle parts to higher technology products. 13 | P a g e

In 1959, Tube Investments of India (TII) was formed by merging TI Cycles of India and Tube Products of India. TI Diamond Chain was merged with the parent company, in 2004. In 1962, the company saw a potential to leverage its engineering skills to address the market for roll formed metal products. So a new unit called TI Metal Forming was created to realize this potential; to this day it is recognized as the pioneer in this business. Meanwhile, the Management was also progressively Indianised. The first Board of Directors had equal representation from Indian promoters and TI-UK. TI-UK divested a major portion of its share holdings in two tranches in 1978 and 1985 by mutual agreement. TIUK continued to hold a minority shareholding and participated in the management with a representative in the Board of Directors till 2001. Today TII is an Indian company with a global outlook. During the 1990s TII made many bold acquisitions to enhance its presence in its core businesses. The most notable, was the case of Satavahana chains, a sick BIFR company that was turned round to a highly profitable unit. Other success stories were the acquisition of a Japanese Tube plant and a German Chains plant which were reerected in Chennai to address the growing export markets. A successful GDR issue in 1994 increased its financial muscle and accelerated both acquisitions and expansions. Capacities were increased in all its units to meet the growing customer demands. In the six decades of its existence, TII has built significant skills in engineering and metallurgy, which is fully supported by a central R&D function. A Total Quality Management approach has ensured a satisfied community of customers and TII is the preferred supplier in all the 14 | P a g e

markets it operates. TII continues the tradition of financial discipline and prudence set by the founding fathers. It is this tradition that has earned TII the unique distinction of uninterrupted dividend distribution since 1954. TPI was set up in 1955, in collaboration with Tube Products, U.K. Today, TPI is a true global player, with five manufacturing facilities, including one in China. For over 50 years, Tube Products of India (TPI) has been an undisputed leader in the Indian market for precision-welded ERW and CDW steel tubes, and manufactures specialty Cold Rolled Close Annealed (CRCA) strips catering to international standards and high strength tubular components. TPI caters to the demanding needs of the automobile, general engineering, boiler, white goods and fine blanking industries. TPI is the market leader in precision tubes in India, with a dominant share of business in telescopic front fork inner tubes and cylinder bore tubes for shock absorber and gas spring applications. It also manufactures propeller shaft tubes for the automotive segment and specialty products such as rear axle tubes, side impact beams, tie rods and drag links. TPI produces special extra deep drawing, high tensile, medium carbon, and high carbon CRCA strips that are used in industries such as bearings, automobile, fine blanking auto ancillaries and general engineering. Investments are also being made for manufacturing dual phase steels, hardened & tempered steels and highly spheroids steel for fine blanking applications. 15 | P a g e

TPI has carved a niche for itself through innovation and product development. At the world-class Material Research and Engineering Design Centre, application specialists work closely with auto OEMs on various VAVE initiatives to reduce weight, enhance fuel efficiency and to meet safety parameters. TPI worked closely with the TATA Nano team to develop the crash members for meeting the safety norms. TPI is also a global supplier for cylinder tubes for shock absorbers. TPIs list of demanding customers include Arvin Meritor, Delphi, Endurance, Gabriel, HHML, Hyundai, JBML, John Deere, Mahindra and Mahindra, Munjal Showa, Omax Auto, Rane, Suspa, Suzuki, Tenneco, TML, Toyota, TRW, Wipro Infrastructure and ZF. With its expertise in material science, engineering design and product validation, TPI offers optimal products to meet the desired performance for its customers. The International Business Plant of TPI has the capability to manufacture bright annealed tubes for J525 applications, and has developed tubes for critical application like engine cam shafts. To supplement its in-house expertise, TPI has technical tie-ups with a number of bodies, including test houses like Automotive Research Association of India (ARAI) and SERC - CSIR; academic institutions like the Indian Institute of Technology, Madras, AU-FRG Center for CAD / CAM, Indian Institute of Science and Colorado, School of Mines; and industry tie-ups with LNP - GE Plastics, TVS Motors and M&Ms R&D divisions and various design outfits.

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Ti Cycles of India:
TI Cycles of India (a Unit of Tube Investments of India Ltd.) is one of the leading bicycle manufacturers in India. Started in 1949 by the Murugappa Group and Sir Ivan Stedeford of Tube Investments Group in UK, TI Cycles is the maker of the country's most famous cycle brands like Hercules and BSA cycles. A pioneer in the Cycles market, TI Cycles, has constantly come up with new trends in line with evolving consumer needs. Recently, the company has entered the growing fitness equipment segment in order to cater to the contemporary consumer needs. TI Cycles of India has manufacturing plants at Ambattur near Chennai, Nasik in Maharastra and Noida in Uttar Pradesh. Currently it is the first largest cycle manufacturer in India and number one manufacturer in special segments like Mountain bikes, Sports Lite Roadsters, Racing bikes etc. It has manufacturing capacity of around three million bicycles per year. With a network of 2500 plus dealers and backed by a strategic outsourcing policy, the company has a nationwide presence. TI Cycles is an exporter to many regions across the globe - Europe, South East Asia and Africa; being some of them. The vision of the company is To be the most preferred brand in fitness, recreation & personal mobility solutions.

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TI

Cycles

has

introduced

'BSA

GO'

stores,

which

have

revolutionized the bicycle outlets in India. A one-stop premium shop for all bicycling and fitness requirements, BSA GO has a customer friendly ambience which serves as a model for other bicycle outlets in the country. Already TI Cycles was launched E-Bikes in market in two model (Hercules E3 kit package and Hivolt). Hercules and BSA are the flag ship brand of the TI Cycles of India portfolio. TI Cycles has major Warehouses at Durgapur and Patna and regional offices, through which it serves it nationwide 2500 plus dealer network. Certified with ISO 9001:2000, OSHAS 18001-2007 and ISO 14001-2004, TI Cycles is a quality and customer centric organization.

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The Hercules Cycle and Motor Company Limited were founded on 9 September 1910, in Aston in England. The company was founded by Sir Edmund Crane. In 1946, Crane sold the company to Tube Investments for three and a quarter million pounds. It is our first brand is still as young as ever, signifying strength and passion. It is rugged, robust and is for the rough and tough. Hercules stands for a unique pride of possession. It is the flag ship brand of the TI Cycles portfolio. This brand of ours is still as young as ever - signifying strength and passion. Hercules stands for strength and speed. The various models of Hercules MTB are pioneers in the bicycles category catering to the youth. The Hercules Popular brand of "standard" bicycle is a market leader.

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The Birmingham Small Arms Company Limited was started on 7 June 1861. They entered into bicycle manufacture on 1881. BSA did not always make its own cycles and at one period Hercules Cycles of Aston were manufacturing the cycles and badging them as BSA's. It signifies the joy of cycling. Excitement and comfort go hand in hand with BSA. Today, BSA is an intrinsic part of the Indian family with models for kids, teens and adults. BSA stands for style, fun and comfort. There are several models catering to consumer segments ranging from kids, ladies and other premium end customers. BSA Ladybird, BSA SLR, BSA Champ are trendsetters and icons in their respective categories.

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 1949 -

Murrugappa Group

founded

TI Cycles,

with

Tube

Investments, UK. 1951 - Hercules bicycles rolls out on to Indian streets. 1956 - Tube Products of India established for producing tubes for bicycles. 1960 - The one-millionth cycle hits the streets. 1974 - TI Cycles celebrates 25 years of pioneering existence across various fields. 1980 - BSA SLR is launched and soon becomes the largest selling in its class. 1983 - The new BSA Champ sets children free. 1991 - Street cat prowls the Indian Streets. 1992 - Riding over mountains turns smooth with Hercules MTB. 1993 - Rough and tough BSA Rockshox takes on Indian roads 1994 - BSA Ladybird brings smiles to many Indian girls' faces 2006 TI Launches its first flagship store, BSA GO in Ahmedabad. 2007 - BSA Zone, the 2nd retail format is launched and by the year-end grows to 80 outlets. 2008 - While consolidating the retail business, TI introduces Hercules Express, BSA Workouts and Track & Trail. The retail footprint increases to 200 Hercules BSA Zone and 44 BSA GO outlets.

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 2008 - BSA Motors was launched, unveiling the largest range of electric scooters in the country. With over 70 dealers, the company becomes the No.1 in South India in just a few months. 2009 - TI retail consolidates further to 425 outlets across the country in a variety of formats.

Awards:

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 TI CYCLES CORE COMPETENCIES:

Customer: We put customers first in everything we do. We take decisions keeping the customer in mind. Challenging spirit: We strive for excellence in everything we do and in quality of goods and services we provide. We work hard to achieve what we commit & achieve results faster than our competitors and never we give up. Team work: We work cohesively with our colleagues as a multi-cultural team built on trust, respect, understanding and mutual co-operation. Everyones contribution is equally important for our success. Frank and fair organization: We are honest, sincere, open minded, fair and transparent in our dealings.

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TI CYCLES VISION:

We will establish Ti Cycles of India the exclusive & trusted brand of customers by creating Kando (touching their hearts) the first time and every time with the world class products & services delivered by the people having passion for customer.

Creating Kando - touching your heart Kando is a Japanese word for simultaneous feelings of deep satisfaction and intense excitement that we experience when we encounter something of exceptional value. Kando can be generated by products and services that surpass customers expectations. Yet for all the emotional elevation Kando provides, the feeling can be short-lived, and people may be touched only for a moment. Therefore, our challenge is to make sure that all our products and services genuinely thrill, impress, and touch customers hearts the first time and every time.

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Passion for customers Customer is #1- we put the customer first in everything we do. We make decisions keeping the customers in mind. We solve the root cause of problem and minimize problems for customers rather than being critical of the fellow employee who made that mistake. We target our customers bicycle users & dealers. Ti knows its customer better than anyone else.

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TI CYCLES MISSION:

We are committed to Be the Exclusive & Trusted Brand renowned for marketing and manufacturing of Ti Cycles of Indias Hercules and BSA brands product, focusing on serving our customer where we can build long term relationships by raising their lifestyle through performance excellence, proactive design & innovative technology. Our innovative solutions will always exceed the changing needs of our customers and provide value added bicycles and fitness equipment. Our employees are the most valuable assets and we intend to develop them to achieve international level of professionalism with progressive career development. Grow through continuously innovating our business processes for creating the value and knowledge across our customers thereby earning the loyalty of our partners & increasing our stakeholder value.

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HERCULES HIVOLT:

The Hivolt comes re-engineered to meet the challenges of the road and come with the promise of a smooth ride. In hivolt, battery powered device that can be easily provides the rider with a power assist. This bicycle powered primarily or partly with the help of a battery and a small motor, that reduces human effort in terms of pedaling. This allows the person to ride longer without getting tired because less energy is used to ride the hivolt.

Fig: Hercules Hivolt

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Fig: Different side view of Hercules Hivolt

Hivolt Features: 180W Brush Type DC Motor 12V 12 Ah * 2 LA Battery Controller with charge indicators Charger 220V AC,50Hz,1.0A Charger Brake Cut Off Assembly Thumb throttle PU saddle V Brakes Centre stand Wheel reflectors Softer Rubber Grips Rod Carrier with hooks to carry lunch box

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Advantages of Hivolt: Commuting with low fatigue at a top speed of 24KMph Extends the riding range 30kms on a single charge. Lesser maintenance cost Normal pedaling is possible when not on power assist mode. Detachable battery can be taken inside the house for charging. Thumb throttle - simple to operate and less strain on hands

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MARKETING STRATEGIES

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The four Ps (Product, Price, Placement, and Promotion) were created mainly to describe the ideal marketing mix. Marketing mix is an imperative concept in modern marketing and academically it is referred to as the set of controllable tools that the firm blends to produce the response it wants in the target market, so it consists of everything the firm can do to influence the demand for its product. It is important to realize that marketing mix strategy of any company can have one major function, that is, strategic communication of the organization with its customers. 4 Ps OF MARKETING:

Product: Ti cycles of India have a lot of model in bicycle range

but the Hercules Hivolt introduce with an electrical concept. The objective of the products is to reduce energy consumption and pollution. The product is out fitted with a longer lasting battery, convenient features like the thumb throttle and tested under extreme conditions. More models with attractive colors (including girls and boys 35 | P a g e

cycle) are very essential for capture the market. Features quality is must to improve in controller section and battery section. Always customers want a good service and maintenance or repair of this bicycle is very important, so after sales service is very important for sales and distribution. Product warranty also most important issue for future marketing.

Place: As a company, dealers play a major role in serving

customers, while growing and sustaining markets. Ti cycles of India have a network of more than 2500 strong and dedicated Authorized dealers. A network that has helped Ti cycles of Indias name and its promise of reliable quality to every part of the country. The power of this highly efficient and motivated network goes a long way to create goodwill for Hercules and BSA brand among countless consumers besides creating availability and after sales services. The channel of distribution is a direct dealer network. A direct dealer is a dealer who is authorized to purchase the product directly from the company and sell.

Price: The Hercules Hivolt Charge a low price because a

substantial competitive advantage of this bicycle. The low price tends to attract new customers into the market. Price Skimming will help to make a market.

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Promotion:

Promotion

represents

the

various

aspects

of

marketing communication, that is, the communication of information about the product with the goal of generating a positive customer response. Marketing communication decisions include are Promotional strategy, Advertising, Personal selling & sales force, Sales promotions, Public relations & publicity and marketing communications. Advertisements in newspaper (local and national), Mailers/personal invitations to selective section of the society and Leaflets for Press publicity. Banners in commercial areas and prime sites, Bus stands shelters and Advertisements on Dividers and Railings Outdoor publicity is very essential. Local channel advertisement (cable TV scrolls), Advertisements in news channels and business channels for Media.

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RESEARCH METHODOLOGY

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PROJECT OBJECTIVE:

The main project objective is know the market of different place and target the customer for sales who are came to canopy activity as an audience. Advertise the new product of Hercules cycle. After deliver all information and clear all doubts of Hivolt or E3 models filling up the questioner form by audience. Taking feedback that is already using these bicycles to make a report. Analyze the all feedback or questioner for market research for final report. Marketing Research is a process of collecting and analyzing marketing information and ultimately to arrive at certain conclusion. The purpose of this research is to describe the research procedure. Research Methodology is the mean to plan out the working process or the course of action to reach the objective. It is extremely crucial and holds the key to the success of the survey.

Sample technique Sampling technique - convenience sampling.

Sample size 618 consumers were covered in some areas of West Bengal. The areas covered are: Bata-Nagar, South 24 Parganas, Akra, South 24 Parganas, Badkulla, Nadia, Shyampur, Howrah, Budge Budge, South 24 Parganas, Nabadwip, Nadia, Tehatta, Nadia, Kakdwip, South 24 Parganas, Pathar Pratima, South 24 Parganas, Namkhana, South 24 Parganas and Kabardanga, Tollygang, Kolkata 39 | P a g e

Tools and techniques for data collection Tools and techniques for data collection as follows:

Primary data collection: Questionnaire and interviews through face to face contact were being filled up by the retailers

Secondary source of data collection: Various internet sites, newspaper, magazines were searched in order to find information useful for completion of this project.

Mode of analysis: The methods used to analyze the data are as follows: Interpret and analysis of the data and present it in a proper manner. Uses of Microsoft excel for preparation of graph. Methods of Data Collection: Questionnaires

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MATERIAL AND METHODS:

Every day visited in different suitable place for canopy activity for sales and advertisement. Set up canopy after choose a suitable place where the canopy activity going smoothly and successfully. In canopy Hivolt or E3 bicycles shows for attraction to the target audience. Deliver the all information of these bicycles that are visited in this activity and clear all doubts of people. Data collected by filled up questioner by audience who are visit in canopy activity after clear all doubt or answering all question. After collected the raw data, it is analyze and short out for different segment, i.e it should be in income range of people, price acceptance of Hercules Hivolt and E-3 kit package, given features acceptance by this audience people and short out above Rs.10000 income range people or target audience. The Research Design is the basic framework, which provides the basic guidelines for the Research process. It is a blue print according to which research is to be conducted. For carrying out my research work, I carried out survey and respondents were contacted at their places. The primary data is collected with the help of Questioner. The Survey Method was selected to obtain the needed information by asking the questions to audience. After decision about the sampling, the questioner was designed and the respondents were contacted to answer the question. This process of getting answer is known as interviewing. 41 | P a g e

CANOPY ACTIVITY:

I do this canopy activity for promoting an end-client or essential focus on Hercules Hivolt; promoting collaborative management approaches and practices; and assisting with the branding and selling of innovative projects and programs.

Fig: canopy activity with Hercules Hivolt

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Fig: People see the Hercules hivolt in canopy activity

Fig: Hercules hivolt in canopy

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TARGETED PEOPLE:

In marketing, target audience is a specific group of people within the target market. In this project, some people group selected who were my target group or target people. This target people selected for sales or who are can be interested for buying the Hercules hivolt. Target Audience is set to focus on different groups are old aged people, students, teacher, postman or courier service, policeman, business man and others. In other groups, although not the main focus, may also be interested. But specially focus on students, government and non-government employees, business man and unemployed people.

VISITED AREA:
Area Place i. ii. iii. iv. v. vi. vii. viii. ix. Bata-More Nangi More Opp. of Municipality office Mahestala college Dakghar Area Visit Bata main Post office Police station Mahestala Post Office DTDC Office. No. of days 19

Bata-Nagar, Kolkata - 141

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x. xi. Akra, South 24 Parganas Badkulla, Nadia i. ii. iii. Shyampur, Howrah Budge Budge, South 24 Parganas Nabadwip, Nadia i. ii. i. ii. iii. iv. v. Tehatta, Nadia Kakdwip, South 24 Parganas Namkhana, South 24 Parganas Tollygang, Kolkata i. ii. i. ii.

In front of Showroom Memanpur 2

Akra Krishnanagar High school More

Opp.

Of

Badkulla

Boys

High

School Badkulla Bazar Station More 4

Shyampur more

Beside the College, Station Road Front of State Bank of India Front of College Sarkar Para More First visit in Ghosh Cycle Nabadwip ghat Radha Bazar

Ghosh Cycle Kakdwip bus-stand area Namkhana Bazar Namkhana ghat Kabar Danga More Rail line Bazar

1 2 3 2

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SAMPLE OF QUESTIONER:
Name: Address: Contact No.: Sex: Profession: 1. Student 2. Government Employees 3. Private Employees 4. Business 5. Unemployed Do you own a cycle Yes/No Daily Running by bicycle ______ Km. Daily walking for grosser item/Daily need product _____ Km. Do you think need assist while riding bicycle Yes/No. Your income: 1. Below than 5000 2. 5000 10000 3. 10000 15000 4. More than 15000 What features will you like to have in your bicycle _______ How did you like Hercules Hivolt (1 to 10) _______ How much are you willing to pay for this bicycle _______ Date

Sign

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This is a sample of questioner which filled up by the target audience during the canopy activity in different palace and My Total Sample Size is 618 by the filling up questioners for the market research.

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LIMITATION:
Some of the consumers were not cooperative and had to be thoroughly convinced to answer.

Some of the respondents were biased towards their brand. Some of the respondents did not respond due to lack of time. Because of time constraint sample size was restricted on 618.

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FINDINGS AND ANALYSIS

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PROFESSION OF PEOPLE:

In canopy activity five profession people are targeted (Student, Government employee, private employee, business man and unemployed people).

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INCOME RANGE OF PEOPLE:

These diagram shows of income range of people for research the market. In income range only two groups (Rs.10000 15000 and more than 15000) audience mostly accept the Hercules hivolt price and 61 percent accept this market price. Another two groups (Below 5000 and 5000 - 10000) people are mostly not accepting the price of Hercules hivolt. These diagram shows of income range of people for know which level customer is the potential for the Hercules Hivolt or E3 bicycles or Ti electric bicycle.

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ACCEPTANCE OF HERCULES HIVOLT BY PRICE:

70.88 percent people are not satisfied with the price of Hercules Hivolt. They think that it is an excessive price at a market basis. But 29.12 percent people is accept these price of Hivolt and in these group, more than people income level is more than Rs.10,000. These diagram shows on six hundred eighteen sample basis.

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In this diagram all peoples income level more than ten thousand. 231 people income more than ten thousand which is finding from the main sample size of six hundred eighteen sample basis. 38.97 percent people are not accepting the Hercules Hivolt price, but 61.03 per cent people are satisfied with this price.

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ACCEPTANCE OF HERCULES HIVOLT BY FEATURES:

In this diagram 8.42 percent people are not satisfied with the given feature of Hercules Hivolt. They want Mileage meter, head light, horn more mileage etc. at a same price. Other 91.58 percent are satisfied with this feature which is given.

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COMMENTS OF PEOPLE IN CANOPY ACTIVITY:

Hercules Hivolt is a greater energy efficiency bicycle and promises the smooth ride. In the time of canopy activity so many people visited with their different type of thought, need and their wants. 70.88 percent people think that the Hercules hivolt and E-3 kit package are too costly. After analyzing the questioner, most of people income levels are below than ten thousand rupees. These groups are totally ignoring this bicycle when heard the price of this type of electricity bicycle. Different type of people came with their different type of thought. Some people told me these type of bicycle price should be under Rs.10000 and if its cost most than ten thousand than financing system must be there. For financing system will be interested for this bicycle and their after day by day increase Petrol-Diesel cost. Some people daily ride more than 30 kilometers with their bicycle and some of them not interested with features or models. 8.42 percent people wanted better gear, shock absorber, battery meter; head light, horn with the Hercules hivolt.

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PEOPLE FEEDBACK:
Eighty years old man Mr kulodaranjan Ghosh is very happy with their Hercules hivolt. He is from Tehatta, Nadia and faced problem in motor one month before. His Hercules hivolt not run more than fifteen kilometre speed just for motor jam. Now this problem totally solved by replacing the hivolt motor. Now the customer daily ride at least twenty kilometres. Subol Chandra Mondal is another customer at Tehatta, Nadia. Seventy two years old this men also faced problem in hivolt battery. But this problem totally solved by the companies experts and he is very happy with the hivolt and he daily ride fifteen kilometres with his Hercules hivolt. Chandan Bera, 43 years old and business men at Kakdwip, South 24 Parganas, using E-3 kit package with his bicycle from 6 months. After using three month he faced problem in controller and after replaced his controller its run smoothly and he daily run 24kms.

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CONCLUSION & RECOMMENDATIONS

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CONCLUSION:

Most of people who are using the Hercules hivolt or E-3 kit faced problem in controller box. Replace weak function to make a better performance hivolt bicycle. Battery indicator must be installed on handle of bicycle from replacing on controller box and by the replacing every rider easily see the indicator. Down payment system will helping for sales and take off the market easily. Improve approx. ninety kilogram weight carrying capacity to minimum two people carrying capacity, it could be approx. one hundred twenty kilogram weight carrying capacity and more models will help to capture more market.

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RECOMMENDATIONS

STRONG NEED OF PRODUCT BUILDING The Hercules Hivolt or E-3 needs to make a lot of marketing effort. A lot of noise is made whenever a child is born and as long as that noise is not made the doctors is not sure about the life of that child. Same is the case in marketing. Whenever a new product comes into existence it is necessary that they announce their birth. Here comes the pre-launch exercise, and similar is the case after the birth. The name has to be taken again. Boast about yourself, about the strong points that you have over and above your competitors. Pull the consumer towards you. As said earlier it is a relationship of trust and this trust can be generated through better and better performance of the Hercules hivolt. Now as working with the bicycle for some time in low costing and want to keep low profit. So better way of marketing can be sought which are low at cost. PROMOTIONAL STRATEGIES: Press publicity: Advertisements in newspaper (local and national). Mailers/personal invitations to selective section of the society Leaflets

Outdoor publicity: Banners in commercial areas and prime sites. Bus stands shelters. Advertisements on Dividers and Railings.

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Media: Local channel advertisement (cable TV scrolls). Advertisements in news channels and business channels.

Face to face: Personal interaction of marketing executives through. Meetings. Detailing about schemes and updating them from time to time. Event sponsoring in local clubs and social gathering. Road shows.

Educational bodies Sponsoring some events in schools and colleges. Advertisements in club, schools and colleges magazines.

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ANNEXURE

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BIBLIOGRAPHY:
- Company booklets - Pamphlet - Brochures.

WEBLIOGRAPHY: - www.google.com - www.ticyclesindia.com - www.bsahercules.com - www.bsaworkouts.com

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