Table of Contents

Content Page No

Introduction 1-7

Company Profile 9

History and evolution 10 - 11

Growth and Expansion 12 - 15

Vision and Mission 16 - 17

Ownership & Shareholding Pattern 18

Research Methodology 20 - 23

SWOC Analysis 24 - 25

Collaborations 26 - 27

Organizational Structure 28 - 30

Data analysis and Interpretation 31 - 35

Achievements, Awards & Latest Developments 37

Learnings and Findings 38

Suggestions/ Recommendations 39

Reference and Conclusion 40 - 41

 Marketing Strategy of TVS Motors

Chapter -1
Introduction of
Topic

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1.​INTRODUCTION

●​ Overview of the Automotive Industry in India

The Indian automotive industry is one of the largest in the world, contributing
significantly to the country's economy. It includes several segments such as
passenger vehicles, commercial vehicles, three-wheelers, and two-wheelers. Among
these, the two-wheeler market is the most dominant, accounting for nearly 80% of
total automobile sales in India. The demand for two-wheelers is driven by factors
such as rising disposable income, increasing urbanization, and the need for
affordable personal mobility solutions.

India is also one of the world's largest manufacturers and exporters of two-wheelers,
with companies like TVS Motors, Hero MotoCorp, Bajaj Auto, and Honda playing a
major role in shaping the industry. The introduction of electric vehicles (EVs),
technological advancements, and government initiatives like the Faster Adoption and
Manufacturing of Electric Vehicles (FAME) scheme have further accelerated the
transformation of the industry.

Founding & Early Years

Founder: T.V. Sundaram Iyengar

Founded: 1911 (as TVS Group)

Incorporated as TVS Motor Company: 1978

Headquarters: Chennai, Tamil Nadu, India

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●​ Importance of Marketing in the Two-Wheeler Industry

In an industry as competitive as the two-wheeler sector, marketing plays a crucial

role in shaping consumer preferences, brand positioning, and sales performance.
With a variety of brands offering similar products, companies must differentiate
themselves through innovative marketing strategies that emphasize product
features, pricing, distribution networks, and promotional activities.

Marketing in the two-wheeler industry includes several key elements:

●​ Brand Positioning: Creating a unique brand identity to attract a specific

target audience.

●​ Product Differentiation: Highlighting unique selling points (USPs) like

mileage, performance, design, and technology.

●​ Pricing Strategy: Offering competitive pricing to cater to different market

segments.

●​ Promotional Activities: Leveraging traditional media (TV, newspapers,

billboards) and digital platforms (social media, influencer marketing, and
online ads).

●​ Customer Engagement: Building strong relationships with customers

through post-sales services, loyalty programs, and interactive marketing
campaigns.

1.​ 3 Objectives of the Study

The primary objective of this study is to analyze the marketing strategy of TVS
Motors and understand how it has contributed to the company's success.

The specific objectives include:

●​ Understanding the product, pricing, place (distribution), and promotional

strategies adopted by TVS Motors.

●​ Analyzing how TVS Motors competes with other major players like Hero
MotoCorp, Bajaj Auto, and Honda.

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●​ Evaluating the role of digital marketing, advertising campaigns, and customer

engagement initiatives in TVS’s growth.

●​ Identifying the challenges and opportunities TVS Motors faces in the Indian
and global two-wheeler markets.

●​ Providing recommendations for future marketing strategies to sustain and

expand its market share.

Employment Generation by TVS Motor Company

TVS Motor Company plays a significant role in employment generation both in India
and globally. As one of the leading two-wheeler manufacturers, it provides direct and
indirect employment to thousands of people, contributing to economic growth and
skill development.

1. Direct Employment

TVS Motor Company employs a large workforce across its manufacturing plants,
corporate offices, R&D centers, and sales operations.

1.1 Workforce Overview

●​ Total Employees (2024): Over 15,000

●​ Types of Employment:
●​ Engineers & Technicians
●​ Manufacturing & Assembly Line Workers
●​ Research & Development (R&D) Professionals
●​ Sales & Marketing Executives
●​ Management & Administrative Staff

1.2 Gender Inclusivity & Diversity

TVS promotes gender diversity, with more than 30% of the workforce being
women.

Special initiatives to hire and train women in manufacturing and technical roles.
1.3 Employee Welfare & Training Programs

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1.3 Employee Welfare & Training Programs

Skill Development Training – Upskilling programs for factory workers & engineers.

TVS Academy – Leadership and professional development courses.

Healthcare & Safety Initiatives – Providing medical benefits, insurance, and

workplace safety measures.

2. Indirect Employment Generation

TVS Motor Company creates indirect job opportunities through its supplier networks,
dealerships, and service centers.

2.1 Supplier & Vendor Network

●​ TVS Motors sources components from over 500 suppliers, supporting jobs in
auto parts manufacturing.
●​ It fosters growth of small & medium enterprises (SMEs) in the automobile
industry.
2.2 Dealer & Service Network
●​ 5,000+ dealerships & service centers across India .
●​ Employment for mechanics, technicians, sales representatives, and
service personnel.
●​ Rural employment opportunities through dealership expansion.

2.3 Logistics & Transportation

●​ Thousands of drivers, logistics managers, and warehouse workers benefit

from TVS’s distribution system.

3. Contribution to Rural Employment

●​ TVS Motors has set up skill development centers in rural areas to train
youth in mechanical and technical skills.

●​ Promotes entrepreneurship by enabling individuals to start TVS service

centers or spare parts shops.

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4. Future Employment Plans

●​ Expansion in Electric Vehicles (EVs) – More jobs in EV battery production,

charging infrastructure, and R&D.
●​ International Expansion – Hiring local workforce in foreign markets.
●​ Digital Transformation – Employment in AI, IoT, and data analytics to
develop connected vehicles.

Growth of TVS Motors

Expansion of Product Portfolio

TVS Motors has continuously expanded its product range to cater to

different customer segments:

Entry-Level Bikes – TVS Sport, Radeon

Commuter Bikes – Star City Plus, Raider 125
Performance Bikes – Apache RTR and RR series
Scooters – Jupiter, NTorq, Zest
Mopeds – TVS XL100 (popular in rural markets)
Electric Vehicles (EVs) – TVS iQube Electric

Market Growth and Revenue

●​ TVS Motors has consistently increased its market share in India and
overseas. Some key growth indicators include:
●​ TVS Motors is the third-largest two-wheeler manufacturer in India after
Hero MotoCorp and Bajaj Auto.
●​ The company sells over 3 million units annually across its product portfolio.
●​ Revenue has grown steadily, with TVS reporting ₹30,000+ crore in annual
sales in recent years.
●​ It has expanded to over 60 countries, making it one of India’s largest
two-wheeler exporters.

2Contribution of TVS Motors to India

Contribution to the Economy
●​ Generating revenue through domestic sales and exports.
●​ Paying significant taxes and duties to the government.
●​ Boosting India's automobile industry, contributing to the country’s GDP
growth.

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Contribution to Sustainable Development

●​ TVS Motors has taken several initiatives to promote sustainability and

environmental protection.

●​ Launched the TVS iQube Electric, contributing to the adoption of green

mobility.

●​ Reduced its carbon footprint by improving fuel efficiency and using renewable
energy in its plants.

●​ Promotes Corporate Social Responsibility (CSR) programs, including

education, healthcare, and rural development.

Export Growth and India's Global Image

●​ TVS Motors is one of India's leading vehicle exporters, strengthening India's

global presence in the automobile sector.

●​ Exports two-wheelers to Asia, Africa, Latin America, and Europe.

●​ Competes with global brands in emerging markets.

●​ Enhances India’s reputation as a hub for affordable, high-quality automotive

manufacturing.

TVS Motors has played a pivotal role in India's economic, technological, and
industrial growth. With a strong commitment to innovation, employment,
sustainability, and exports, TVS continues to contribute to India’s automobile industry
and overall economic development. As the company expands into electric mobility
and global markets, its impact on India's growth will continue to increase.

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Chapter -2
Profile of
Organization

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1. Introduction

TVS Motor Company is one of India’s leading two-wheeler and three-wheeler

manufacturers, with a legacy spanning over 100 years. It is a part of the TVS Group,
a multinational conglomerate with interests in automobiles, finance, electronics, and
logistics. TVS Motor Company is known for its technological innovation,
performance-driven vehicles, and strong global presence, making it one of the most
trusted brands in the two-wheeler industry.

2. COMPANY PROFILE

2.1 History and Evolution of TVS Motors

TVS Motor Company Limited is one of India’s leading two-wheeler manufacturers. It

is a part of the TVS Group, which was founded in 1911 by T.V. Sundaram Iyengar.
The company initially started as TV Sundaram Iyengar and Sons Limited, focusing
on transport services in South India. Over the decades, TVS expanded its business
into the automobile sector, leading to the establishment of TVS Motors in 1978.

Some key milestones in the company’s history:

1980: Launched its first two-wheeler, TVS 50, India's first two-seater moped.
1982: Entered into a joint venture with Suzuki Motor Corporation (Japan) to
manufacture motorcycles in India under the name TVS-Suzuki.x. .
2001: TVS ended its partnership with Suzuki and became an independent entity,
renaming itself TVS Motor Company.
2007: Introduced the TVS Apache series, which became one of India's most popular
sports bike brands.
2020: Entered the electric vehicle (EV) market with the launch of the TVS iQube
Electric.
2022: Expanded its presence globally, exporting to over 60 countries.

Today, TVS Motors is recognized for its innovation, quality, and reliability, with a
strong presence in both the domestic and international markets.

Key Highlights:

●​ Third-largest two-wheeler manufacturer in India.

●​ Presence in over 60 countries worldwide.
●​ Innovator in electric and hybrid vehicles.
●​ Annual production capacity of over 4 million units.
●​ Pioneer in sustainable mobility and smart vehicle technology.

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History & Evolution of TVS Motor Company

1. Early Beginnings (1911 - 1960s)

1.1 Founding of TVS Group (1911)

TVS Motor Company traces its roots to T.V. Sundaram Iyengar, a visionary
entrepreneur who founded TV Sundram Iyengar & Sons Limited in 1911 in Madurai,
Tamil Nadu. The company initially started as a transportation service, running buses
and trucks across Tamil Nadu under the name Southern Roadways Ltd..

1.2 Expansion into Automotive Industry (1950s - 1960s)

By the 1950s, TVS Group expanded into automobile components manufacturing and
finance.

In 1962, TVS set up Sundaram Clayton Ltd., in partnership with Clayton Dewandre
Holdings (UK), to manufacture automotive brakes, compressors, and other engine
components.

This laid the foundation for TVS's entry into the two-wheeler industry.

2. Entry into Two-Wheelers (1970s - 1980s)

2.1 Birth of TVS Motor Company (1978)

●​ In 1978, TVS established TVS Motor Company Ltd. as a subsidiary of

Sundaram Clayton Ltd., with a focus on developing and manufacturing
two-wheelers.

●​ TVS Motor Company was officially incorporated in 1982, marking its formal
entry into the Indian two-wheeler market.

2.2 First Two-Wheeler – TVS 50 (1980)

●​ In 1980, TVS launched India’s first two-seater moped, the TVS 50.

●​ It became immensely popular due to its affordability, fuel efficiency, and

suitability for rural and urban transportation.

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2.3 Partnership with Suzuki (1982 - 2001)

●​ In 1982, TVS entered into a joint venture with Suzuki Motor Corporation
(Japan), forming TVS-Suzuki Ltd..

●​ This partnership led to the introduction of advanced Japanese technology in

the Indian market.

●​ Popular models launched under this partnership:

●​ TVS Suzuki AX100 – First geared motorcycle (1984).

●​ Suzuki Samurai, Shogun, and Fiero – Known for their power and reliability in
the 1990s.

●​ The partnership ended in 2001, and TVS became a fully independent

company, rebranding itself as TVS Motor Company Ltd.

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3. Growth & Market Expansion (2000s - 2010s)

3.1 TVS as an Independent Brand (2001 Onwards)

After separating from Suzuki, TVS focused on indigenous R&D and product
development, launching its own motorcycles and scooters.

3.2 Key Two-Wheeler Launches

●​ TVS Victor (2001) – First fully in-house developed motorcycle, featuring

EcoThrust engine technology.

●​ TVS Apache Series (2005-Present) – One of India’s most popular

performance bikes.

●​ TVS Jupiter (2013) – Became India’s second-largest selling scooter after

Honda Activa.

●​ TVS Ntorq 125 (2018) – A sporty scooter with Bluetooth connectivity.

3.3 Entry into Motorsports (2005)

Launched TVS Racing, India’s first factory-backed racing team.

Became a dominant player in Motocross, Supercross, Rally racing, and Road racing.

TVS Apache RTR 160 and 200 series were developed with insights from racing
experience.

4. Global Expansion & Strategic Acquisitions (2015 - Present)

4.1 Global Presence and Exports Growth

TVS expanded its footprint to over 60 countries, including Africa, Latin America,
ASEAN, and the Middle East.

Established manufacturing plants and R&D centers overseas.

4.2 Partnership with BMW Motorrad (2013 - Present)

In 2013, TVS Motor Company entered a strategic partnership with BMW Motorrad,
the premium motorcycle division of BMW Group (Germany).

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The partnership focused on joint development of premium motorcycles in the 300cc

segment.

Key models launched:

BMW G 310 R – A naked street bike.

BMW G 310 GS – An adventure-tourer motorcycle.

TVS Apache RR 310 – A fully faired sports bike based on the BMW platform,
launched in 2017.

The partnership helped TVS establish itself in the premium motorcycle segment and
enter global markets like Europe and the USA.

4.3 Acquisition of Norton Motorcycles (2020)

●​ In 2020, TVS acquired Norton Motorcycles, a British luxury motorcycle brand

known for its high-performance classic bike.

●​ Strengthened TVS’s premium and high-end motorcycle portfolio.

●​ Allowed expansion in Europe and North America.

●​ Revived iconic models like the Norton V4 RR and Norton Atlas.

4.4 Entry into Electric Vehicles (2020 - Present)

●​ With increasing demand for sustainable mobility, TVS entered the electric
two-wheeler segment.

●​ Launched TVS iQube Electric (2020) – A smart, connected electric scooter

with:

●​ AI-based navigation & geo-fencing.

●​ Long battery life with fast charging.

●​ Over 100 km range per charge.

●​ Investing in EV battery technology, charging infrastructure, and expanding EV

production.

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5. TVS’s Role in the Indian Economy & Employment Generation

TVS Motor Company plays a significant role in India’s economic growth through
manufacturing, exports, employment, and technological advancements.

5.1 Employment & Workforce Development

Direct Employees: Over 40,000+ across factories, R&D centers, and corporate
offices.

Indirect Employment: Over 250,000+ jobs created through dealers, suppliers, service
centers, and logistics partners.

Skill Development Initiatives:

Training programs for mechanics, engineers, and factory workers.

Collaboration with technical institutes and universities for workforce upskilling.

5.2 Contribution to Indian Economy

Revenue Generation: Over ₹40,000 crore annually, contributing to GDP growth.

Export Earnings: One of the largest two-wheeler exporters, boosting India’s foreign
exchange reserves.

Tax Contributions: Significant contributor to government taxes and duties.

5.3 Sustainability & Green Initiatives

Carbon-Neutral Manufacturing: Using solar power & water recycling in factories.

Green Mobility: Expanding electric and hybrid vehicle portfolio.

Afforestation & Rural Development: Investing in social responsibility programs.

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6. Future Expansion & Roadmap (2025 & Beyond)

TVS Motor Company has ambitious growth and expansion plans, focusing on
electric mobility, global expansion, and advanced vehicle technology.

6.1 Expansion in Electric Vehicles (EVs)

Developing next-gen EV platforms with long-range, fast-charging batteries.

Investing ₹1,000+ crore in EV infrastructure.

Partnerships with battery tech companies to enhance EV efficiency.

6.2 Global Market Expansion

Increasing exports to Europe, Latin America, and Southeast Asia.

Strengthening premium motorcycle offerings through BMW & Norton brands.

6.3 Smart & AI-Enabled Vehicles

Developing AI-powered two-wheelers with smart connectivity.

Launching autonomous & semi-autonomous vehicle technologies in the two-wheeler

space.

TVS Motor Company has evolved from a small transport business in 1911 to
becoming India’s third-largest two-wheeler manufacturer with global recognition. Its
journey is marked by technological innovation, global expansion, and a commitment
to sustainable mobility. With its focus on electric vehicles, smart mobility, and
premium motorcycles, TVS is well-positioned for future growth and leadership in the
global two-wheeler industry.

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Vision and Mission

1. Vision Statement of TVS Motor Company

"To be the most admired and respected two-wheeler and three-wheeler company,
delivering best-in-class mobility solutions globally."

Key Aspects of TVS’s Vision:

1. Industry Leadership: TVS aims to be a market leader in the two-wheeler and

three-wheeler segment by providing high-quality, innovative products.

2. Global Expansion: The company is focusing on strengthening its presence in

international markets, particularly in Africa, Latin America, ASEAN, and Europe.

3. Customer-Centric Approach: TVS strives to build a strong emotional connection

with customers by offering reliable, fuel-efficient, and stylish vehicles.

4. Sustainability & Innovation: The company envisions a future where green

mobility and smart technologies drive the two-wheeler industry.

5. Brand Recognition & Trust: TVS wants to be admired and respected globally for
its ethics, customer service, and product excellence.

How TVS is Achieving Its Vision:

✔ Expanding into electric vehicles (TVS iQube & future EV models).

✔ Enhancing premium offerings (Apache RR310, BMW collaboration, Norton
acquisition).
✔ Investing in R&D for smart, AI-powered, and autonomous two-wheelers.
✔ Strengthening dealer networks and service centers in global markets.
✔ Adopting sustainable manufacturing with carbon-neutral production plants

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2. Mission Statement of TVS Motor Company

"To deliver superior customer experience through innovative, eco-friendly, and

technologically advanced two-wheeler and three-wheeler mobility solutions, while
upholding the highest standards of integrity, sustainability, and global excellence."

Key Aspects of TVS’s Mission:

1. Customer Satisfaction & Experience
Designing high-quality, fuel-efficient, and performance-driven vehicles. Offering
advanced features, smart connectivity, and AI-powered mobility solutions. Enhancing
customer service, after-sales support, and dealership experience.

2. Technological Innovation
Continuous investment in Research & Development (R&D). Developing electric,
hybrid, and smart two-wheelers. Expanding AI, IoT, and smart connectivity in
vehicles.

3. Sustainability & Environmental Responsibility

Reducing carbon footprint through green energy initiatives. Promoting electric and
hybrid vehicle adoption. Using eco-friendly materials in manufacturing.

4. Global Growth & Market Leadership

Expanding operations in Europe, Asia, Africa, and Latin America. Strengthening
exports and forming strategic partnerships. Competing with global players like
Honda, Yamaha, and Bajaj.

5. Integrity & Corporate Responsibility

Upholding ethical business practices and corporate governance. Investing in
education, skill development, and social welfare programs. Empowering local
communities and employment generation.

3. How TVS’s Vision & Mission Drive Its Success

✔ Innovation & Technology Focus: TVS continues to be a pioneer in performance
bikes, electric scooters, and hybrid technology.
✔ Sustainable Mobility Leadership: Investing in electric vehicles and alternative fuel
technologies.
✔ Global Brand Growth: Expanding its footprint in over 60 countries with strong
sales and service networks.
✔ Commitment to Quality: Ensuring high durability, safety, and customer satisfaction
across all models.
✔ Social Responsibility: Contributing to employment generation, rural development,
and skill training initiatives.

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Ownership & Shareholding Pattern

TVS Motor Company is a publicly listed company on the Bombay Stock Exchange
(BSE) and National Stock Exchange (NSE).

Shareholding Pattern as of December 2024

Investor Type Percentage %

Promoters 50.27%

Foreign Institutions 21.21%

Mutual Funds 15.72%

Retail And Others 8.53%

Other Domestic Institutions 4.28%

Global Presence & Branches

TVS Motor Company has a strong presence in India and over 60 countries
worldwide.

Manufacturing Plants (India)

Hosur, Tamil Nadu

Mysuru, Karnataka

Nalagarh, Himachal Pradesh

International Markets

TVS exports its two-wheelers to Africa, Latin America, South-East Asia, and Europe.
It has dedicated research and distribution centers in key global markets.

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Chapter- 3
Research
Methodology

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Research Methodology for TVS Motor Company’s

Marketing Strategy Analysis

The research methodology provides a structured approach to studying TVS Motor

Company's marketing strategies, ensuring a comprehensive, data-driven, and
reliable analysis. It incorporates both qualitative and quantitative methods to assess
customer perceptions, competitive positioning, and industry trends.

1. Research Design

The study follows a descriptive and analytical research design to evaluate TVS
Motors’ marketing approach.

✔ Descriptive Research: Understanding market trends, customer behavior, and

brand perception.

✔ Analytical Research: Examining marketing strategies, advertising effectiveness,

and sales impact.

Types of Research Used:

●​ Exploratory Research: To identify key marketing challenges and strategies.

●​ Conclusive Research: To validate findings through statistical and

comparative analysis.

2. Data Collection Methods

2.1 Primary Data Sources (First-Hand Information)

✔ Surveys & Questionnaires:

●​ Conducted among TVS customers, dealers, and potential buyers.

●​ Focus on brand perception, pricing impact, advertisement effectiveness, and

purchase motivation.

●​ Example: “What factors influence your decision to buy a TVS two-wheeler?”

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✔ Interviews & Focus Groups:

●​ Conducted with TVS executives, marketing managers, and industry experts.

●​ Topics include brand positioning, digital marketing efforts, and pricing
strategies.

✔ Observations:

●​ Studying customer interactions at dealerships.

●​ Analyzing promotional campaigns (TVS Racing events, online
advertisements).

2.2 Secondary Data Sources (Existing Information)

✔ Company Reports & Financial Statements:

●​ TVS’s annual reports, investor presentations, and marketing disclosures.

✔ Industry Reports:

●​ Data from IBEF, SIAM (Society of Indian Automobile Manufacturers),

McKinsey, and CRISIL.

✔ Competitor Analysis:

●​ Studying marketing approaches of Hero MotoCorp, Bajaj Auto, Honda, and

Yamaha.
●​ Benchmarking pricing, promotion, distribution, and after-sales service.

✔ Online & Print Media:

●​ Articles from The Economic Times, Business Standard, Forbes India, AutoCar
India.

3. Sampling Techniques

✔ Target Population:

●​ TVS customers (new & existing buyers).

●​ Dealers and distributors.
●​ Marketing professionals & automobile industry experts.

✔ Sampling Methods:

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●​ Random Sampling: Used for customer surveys to avoid bias.

●​ Stratified Sampling: Categorizing respondents based on age, region, income,

and vehicle preference.

✔ Sample Size:

●​ 200+ respondents, including customers, dealers, and TVS employees.

4. Data Analysis Techniques

✔ Quantitative Analysis:

●​ Percentage analysis (e.g., customer preferences for fuel efficiency vs. brand
loyalty).

●​ Graphical representation of TVS’s market share and sales trends.

✔ Qualitative Analysis:

●​ SWOT analysis of TVS’s marketing strategies.

●​ Customer sentiment analysis from survey responses.

✔ Comparative Analysis:

●​ Benchmarking TVS against competitors.

●​ Evaluating TVS’s advertising effectiveness (TV, digital, print).

✔ Statistical Tools Used:

●​ SPSS, MS Excel, Google Analytics for market trend analysis.

●​ Regression analysis to measure the impact of pricing on sales.

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5. Case Study: TVS Apache RTR – A Marketing Success

Objective:

To analyze how TVS Motor Company successfully marketed the Apache RTR series
to build a strong performance-bike brand.

Findings:

✔ Brand Positioning: Marketed as a race-inspired motorcycle for young riders.

✔ Digital Marketing Strategy: Leveraged social media, influencer marketing, and
TVS Racing heritage.
✔ Sales Growth: Apache outperformed Bajaj Pulsar in key urban markets due to
aggressive marketing.
✔ Customer Engagement: Interactive campaigns, test-ride events, and TVS
Racing sponsorships enhanced brand visibility.

6. Limitations of the Study

✔ Limited Access to Proprietary Data: Some marketing budget allocations and ROI
insights are confidential.
✔ Market Variability: Changing consumer trends, fuel prices, and EV adoption affect
study accuracy.
✔ Sample Representation: The study is primarily based on Indian market trends,
limiting global insights.

7. Expected Outcomes

✔ Evaluating TVS’s marketing effectiveness in brand building and customer

engagement.
✔ Identifying key factors influencing buyer decisions (price, features, brand
reputation).
✔ Recommending improvements for TVS’s digital marketing, dealer network
expansion, and product positioning.

Would you like me to include more real-life case studies or expand the statistical
analysis techniques?

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SWOC Analysis of TVS Motor Company

1. Strengths (S) – Competitive Advantages

●​ Strong Brand & Market Position: Over 100 years of legacy; one of India's top
three two-wheeler manufacturers.

●​ Diverse Product Portfolio: Offers scooters (Jupiter, Ntorq), motorcycles

(Apache, Radeon), and EVs (iQube).

●​ Technological Advancements: Strong R&D, racing heritage, and collaboration

with BMW Motorrad.

●​ Global Presence: Exporting to 60+ countries; growing in Africa, Latin America,

and Europe.

●​ Sustainability Focus: Investment in electric mobility and carbon-neutral

manufacturing.

2. Weaknesses (W) – Internal Limitations

●​ Limited Premium Market Presence: Struggles against Royal Enfield, KTM,

and Honda in high-end bikes.

●​ Brand Recognition in Global Markets: Less popular internationally compared

to Honda and Yamaha.

●​ Slower EV Expansion: Entered the electric vehicle segment late, behind Ola
and Ather.

3. Opportunities (O) – Growth Potential

●​ Rising Demand for EVs: Growing electric two-wheeler adoption due to

government subsidies.

●​ Global Expansion: Increasing market presence in Latin America, Africa, and

Europe.

●​ Smart & Connected Vehicles: Growth in AI-powered and IoT-enabled

two-wheelers.

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4. Challenges (C) – External Risks

●​ Intense Competition: Faces strong rivalry from Hero, Bajaj, and global brands.

●​ Rising Raw Material Costs: Fluctuating prices of steel, semiconductors, and

batteries impact production.

●​ Changing Regulations: Stricter emission norms (BS-VI, Euro 5) and safety

standards increase costs.

Conclusion:

TVS has a strong domestic market presence, innovation-driven growth, and

sustainability focus. However, it needs to expand in the premium segment,
accelerate EV adoption, and strengthen its global brand to remain competitive.

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Collaborations of TVS Motor Company

TVS Motor Company has formed several strategic collaborations and partnerships to
enhance its technology, market reach, and innovation. These collaborations have
played a crucial role in developing advanced vehicles, entering new markets, and
staying competitive in the global automobile industry.

1. Collaboration with BMW Motorrad (2013 - Present)

✔ Objective: To develop premium motorcycles for both domestic and global markets.
✔ Key Developments:

●​ TVS and BMW jointly developed the BMW G 310 R and BMW G 310 GS.

●​ TVS launched the Apache RR 310, based on BMW’s platform.

●​ TVS manufactures these motorcycles at its Hosur plant for BMW’s global
distribution.
✔ Impact: Helped TVS enter the premium sports bike segment and expand
internationally.

2. Norton Motorcycles (2020 - Present)

✔ Objective: Acquisition of UK-based Norton Motorcycles to expand in the luxury
motorcycle segment.
✔ Key Developments:
●​ TVS invested in restoring and revamping Norton’s production and R&D.
●​ Plans to launch premium Norton bikes in India and international markets.

✔ Impact: Strengthened TVS’s presence in the high-performance, luxury motorcycle

category.

3. Partnership with Intel (2022)

✔ Objective: To develop smart connected vehicle technology for TVS’s
two-wheelers.

✔ Key Developments:
●​ Integration of AI, IoT, and advanced data analytics into TVS vehicles.
●​ Enhanced features like SmartXonnect, voice-assist, and predictive
maintenance.

✔ Impact: Improved customer experience, vehicle safety, and digital connectivity.

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4. Collaboration with Tata Power (2021 - Present)

✔ Objective: To develop EV charging infrastructure across India.

✔ Key Developments:
●​ Setting up fast-charging stations for TVS iQube (electric scooter).
●​ Strengthening the EV ecosystem and supporting green mobility.

✔ Impact: Accelerated TVS’s electric vehicle expansion and provided better

charging accessibility.

5. Partnership with Amazon for EV Delivery Fleet (2022 - Present)

✔ Objective: To integrate TVS electric two-wheelers into Amazon’s delivery fleet.

✔ Key Developments:
●​ Deployment of TVS iQube electric scooters for last-mile delivery.
●​ Enhancing sustainability and promoting eco-friendly logistics.

✔ Impact: Expanded TVS’s B2B (business-to-business) electric vehicle adoption.

6. Collaboration with Rapido (2022 - Present)

✔ Objective: To supply TVS two-wheelers for Rapido’s bike taxi services.

✔ Key Developments:
●​ TVS provides Apache and Radeon models for Rapido riders.
●​ Exploring electric two-wheelers for sustainable urban mobility.
●​
✔ Impact: Strengthened TVS’s presence in the ride-hailing and shared mobility
sector.

7. Partnership with Jio-bp (2022 - Present)

✔ Objective: To establish battery swapping and charging solutions for TVS electric
vehicles.

✔ Key Developments:
●​ Creating a network of battery-swapping stations.
●​ Faster EV adoption and convenience for customers.

✔ Impact: Improved EV infrastructure, making TVS more competitive in the electric

mobility segment.

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8. Collaboration with Renault (2005-2008) (Past Partnership)

✔ Objective: Joint development of small passenger cars.

✔ Key Developments:
●​ TVS-Renault worked on the TVS King Auto (three-wheeler).
●​ The project was later discontinued.
●​
✔ Impact: Provided experience in automobile engineering beyond two-wheelers.

Conclusion & Future Prospects

TVS Motor Company’s strategic collaborations have helped in:

✔ Expanding into premium, electric, and global markets.
✔ Integrating smart technology and digital innovation.
✔ Strengthening EV infrastructure and sustainability efforts.

❖​Organizational Structure of TVS Motor Company

TVS Motor Company follows a hierarchical and functional organizational structure,
ensuring efficient management, innovation, and global expansion. The structure
includes multiple leadership levels, specialized departments, and strategic business
units (SBUs) that oversee different functions.

1. Top-Level Management (Corporate Leadership)

This level is responsible for vision, strategy, and overall corporate governance.

A. Board of Directors

✔ Chairman & Managing Director: Venu Srinivasan – Provides overall leadership

and strategic direction.
✔ Vice Chairman: Ralf Speth – Focuses on international growth and premium
motorcycle development.
✔ Board Members: A mix of executive and non-executive directors guiding the
company’s policies.

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B. Executive Leadership Team

✔ CEO (Chief Executive Officer): Manages daily operations, business expansion,

and profitability.
✔ CFO (Chief Financial Officer): Oversees financial planning, revenue management,
and investments.
✔ CTO (Chief Technology Officer): Drives R&D, new product development, and
innovation.
✔ CMO (Chief Marketing Officer): Leads brand positioning, digital marketing, and
customer engagement.
✔ CHRO (Chief Human Resources Officer): Handles workforce management,
training, and corporate culture.

2. Mid-Level Management (Departmental Heads & Regional

Managers)

This level implements corporate strategies and manages specific functions.

A. Functional Departments (Key Business Areas)

✔ Marketing & Sales – Focuses on branding, advertising, dealership networks, and

market research.
✔ Research & Development (R&D) – Works on product innovation, technology
upgrades, and electric vehicles.
✔ Manufacturing & Operations – Manages production planning, supply chain, and
quality control.
✔ Finance & Accounting – Handles budgeting, cost control, and investor relations.
✔ Human Resources (HR) – Oversees employee management, training, and
recruitment.
✔ IT & Digital Transformation – Integrates SmartXonnect technology, IoT, and
AI-driven solutions.
✔ Customer Service & After-Sales – Ensures efficient service centers, warranty
management, and customer satisfaction.

B. Regional & International Operations

TVS has dedicated regional heads managing markets across:

✔ India – Domestic operations & dealership management.
✔ Asia-Pacific – Indonesia, Vietnam, Thailand.
✔ Latin America & Africa – Brazil, Colombia, Nigeria, South Africa.
✔ Europe & USA – UK (Norton Motorcycles), Germany (BMW partnership).

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3. Operational Level (Factory & Dealer Network)

This level executes manufacturing, distribution, and customer service functions.

✔ Plant Managers: Oversee TVS’s manufacturing plants (Hosur, Mysore, Nalagarh).

✔ Dealer Network Managers: Handle sales operations and customer engagement.
✔ Service Centers & Workshops: Provide after-sales support, maintenance, and
spare parts.

TVS’s Hierarchical Organizational Structure (Simplified Chart)

Chairman & Board of Directors

│
├── CEO
│
├── Executive Leadership (CFO, CTO, CMO, CHRO)
│
├── Functional Heads (Marketing, R&D, HR, Finance, IT)
│
├── Regional & International Heads
│
├── Manufacturing Units & Dealer Network

Key Takeaways:

✔ Hierarchical structure ensures strategic decision-making & accountability.

✔ Regional & international teams drive global expansion.
✔ Focus on technology, marketing, and R&D strengthens TVS’s industry position.

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Chapter - 4
Data Analysis
and
Interpretation

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1. Functional Areas & Departments of TVS Motor

Company
TVS Motor Company operates through various functional departments to ensure
efficient production, sales, financial management, and customer service. These
departments play a vital role in maintaining product quality, innovation, and customer
satisfaction.

1.1 Production / Service Department

The Production & Service Department is responsible for manufacturing, quality
control, and after-sales service.

✔ Manufacturing & Assembly: TVS operates state-of-the-art production facilities at

Hosur (Tamil Nadu), Mysore (Karnataka), Nalagarh (Himachal Pradesh), and
Karawang (Indonesia). These facilities follow lean manufacturing techniques to
improve efficiency.

✔ Supply Chain Management: The department ensures the timely availability of raw
materials, components, and finished products by working closely with suppliers and
logistics partners.

✔ Quality Control & Testing: Every product undergoes rigorous quality checks and
performance tests before being released to the market. TVS follows ISO-certified
quality standards to maintain its reputation for reliability.

✔ Service & Maintenance: TVS has an extensive after-sales service network,

including authorized service centers, mobile service vans, and roadside assistance.

1.2 Human Resource (HR) Department

The HR Department ensures the smooth functioning of TVS's workforce, employee
welfare, and corporate culture.

✔ Talent Acquisition & Workforce Management: The HR team recruits skilled

professionals, engineers, and factory workers to ensure productivity.

✔ Skill Development & Training: TVS runs Skill Development Centers (SDCs) to
train employees, technicians, and dealers in the latest automotive technologies.

✔ Employee Welfare & Benefits: The company provides health insurance,

performance-based incentives, and career growth opportunities.

✔ Diversity & Inclusion: TVS actively promotes gender diversity and inclusivity in its
workforce.

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1.3 Finance Department

The Finance Department manages TVS's revenue, expenses, and investments to

maintain financial stability.

✔ Financial Planning & Budgeting: Ensures proper allocation of funds for R&D,
marketing, expansion, and employee benefits.

✔ Cost Management & Accounting: The department ensures cost-effective

production and manages accounts to track profits and losses.

✔ Investor Relations: TVS maintains strong relations with investors, stakeholders,

and shareholders, regularly updating them on the company's financial performance.

✔ Risk Management: Identifies and mitigates financial and market risks to ensure
business continuity.

1.4 Marketing Department

The Marketing Department is responsible for brand positioning, sales strategies, and
customer engagement.

✔ Brand Management: Establishes TVS as a leading two-wheeler manufacturer

through strategic branding.

✔ Advertising & Promotion: Runs TV, digital, print, and social media campaigns to
reach a larger audience.

✔ Dealer & Sales Network: TVS has over 5,000 dealerships and touchpoints across
India and international markets.

✔ Customer Relationship Management (CRM): Implements loyalty programs,

post-sales follow-ups, and surveys to improve customer experience.

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1.5 Other Key Departments

✔ Research & Development (R&D): Focuses on innovation, electric vehicle (EV)

development, and sustainable mobility solutions.

✔ IT & Digital Transformation: Develops SmartXonnect technology, IoT integration,

and AI-driven solutions.

✔ Legal & Compliance: Ensures compliance with government regulations and

industry standards to avoid legal complications.

2. Products & Services

2.1 Two-Wheelers
TVS offers a wide range of motorcycles, scooters, and electric vehicles (EVs) to
cater to different customer needs.

✔ Motorcycles: Apache RTR, Raider, Radeon, Sport, Star City+.

✔ Scooters: Jupiter, NTorq, Scooty Pep+, Zest.
✔ Electric Vehicles (EVs): TVS iQube Electric.
✔ Three-Wheelers: TVS King (auto-rickshaw).

2.2 Services
✔ After-Sales Service: Provides maintenance, spare parts, and accessories.
✔ Extended Warranty & Roadside Assistance: Ensures better customer support and
vehicle longevity.

3. Quality Policies
TVS follows strict quality control measures to maintain global standards.

✔ ISO Certified Manufacturing Plants ensure safety, efficiency, and product

reliability.
✔ Zero Defect Policy aims for flawless production and minimal recalls.
✔ Sustainable Manufacturing Practices focus on eco-friendly materials and
processes.

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4. Customers, Suppliers & Competitors

✔ Customers: TVS serves individual buyers, fleet operators, ride-sharing
companies, and businesses.
✔ Suppliers: TVS sources components from domestic and international suppliers to
ensure product quality.
✔ Competitors: Honda, Hero MotoCorp, Bajaj Auto, Yamaha, and Royal Enfield.

6. Future Growth & Prospects

✔ Expansion of Electric Vehicles (EVs) – Plans to launch more electric two-wheelers
and improve charging infrastructure.
✔ R&D Investment in Smart Technologies – Developing AI-powered connected
vehicles.
✔ Global Market Growth – Expanding into new international territories.
✔ Sustainability Initiatives – Increasing focus on green mobility and carbon
neutrality.

7. Organizational Contributions Towards Society

TVS is actively involved in Corporate Social Responsibility (CSR) initiatives, focusing
on environment, education, healthcare, and rural development.

✔ Tree Plantation Drives – TVS plants thousands of trees every year to promote
environmental conservation.
✔ Blood Donation Camps – Conducted regularly across TVS locations.
✔ Donation of Books, School Bags, and Medicines – Helps underprivileged students
and healthcare programs.
✔ Scholarships for Students – Encourages education among economically weaker
sections.
✔ Infrastructure Development:
●​ Building Schools & Hospitals in rural areas.
●​ Water Tanks & Sanitation Projects for villages.
●​ TVS Charitable Trust supports various community initiatives.

8. Conclusion
TVS Motor Company’s strong organizational structure, innovative products, and
social contributions make it one of India’s leading two-wheeler manufacturers. Its
focus on quality, customer satisfaction, and sustainability ensures continued success
in both domestic and international markets.

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Chapter- 5
Conclusion &
Suggestions/
Recommendation

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Achievements, Awards & Latest Developments

TVS Motor Company has a distinguished history of accolades and achievements,
reflecting its commitment to quality, innovation, and customer satisfaction. Notable
recognitions include:

Deming Prize: In 2002, TVS Motor became the first two-wheeler company globally to
receive the prestigious Deming Prize for Total Quality Management.

J.D. Power Asia Pacific Awards: The company has consistently excelled in customer
satisfaction, securing top honors in multiple categories. In 2024, TVS Motor won four
out of five awards in the J.D. Power India Two-Wheeler APEAL Study, with models
like TVS Jupiter, TVS Radeon, TVS Raider, and TVS Apache RTR 2V leading their
segments.

NDTV Car and Bike Awards: TVS Motor was named the Two-Wheeler Manufacturer
of the Year in 2015, underscoring its industry leadership.

Iconic Award: The company was honored with the Iconic Award, reflecting its
unwavering commitment to excellence.

Most Trusted Brand of the Year (2W): At the Zee Auto Awards 2023, TVS Motor was
recognized as the "Most Trusted Brand of the Year" in the two-wheeler category.

Lifetime Achievement Award: Chairman Emeritus, Mr. Venu Srinivasan, received the
Lifetime Achievement Award at the ET Awards for Corporate Excellence,
acknowledging his significant contributions to the automotive industry.

These accolades highlight TVS Motor Company's dedication to quality, innovation,

and customer satisfaction in the automotive sector.

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Learnings from the Internship

1. Understanding Business Operations

✔ Exposure to end-to-end manufacturing processes in TVS plants.

✔ Gained knowledge about supply chain management and the role of vendors.
✔ Understood how quality control and product testing ensure customer satisfaction.

2. Marketing & Sales Strategies

✔ Learned about TVS’s brand positioning and market research techniques.

✔ Gained experience in digital marketing, advertising, and dealer network
management.
✔ Observed how TVS competes with Hero, Honda, Bajaj, and Yamaha in the
market.

5. Customer Engagement & Service

✔ Understood the importance of customer feedback in product improvements.

✔ Learned how TVS’s service centers handle customer complaints and vehicle
maintenance.

Findings
After conducting research and gaining hands-on experience, the following key
findings were observed:

✔ Strong Brand Loyalty: TVS has a loyal customer base due to its product quality
and innovation.
✔ Growing Demand for Electric Vehicles (EVs): The TVS iQube is receiving a
positive response from urban consumers.
✔ Expanding Global Market: TVS is growing internationally, especially in Latin
America, Africa, and Southeast Asia.
✔ Sustainability Initiatives: The company is investing in eco-friendly manufacturing
and green energy solutions.
✔ Challenges in Rural Expansion: TVS faces competition from local brands in
semi-urban and rural markets.

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Suggestions/ Recommendations
Based on the findings, the following suggestions can help TVS Motor
Company enhance its performance:

✔ Strengthen Digital Marketing: Increase investment in social media campaigns and

influencer collaborations.
✔ Expand EV Infrastructure: Set up more charging stations and offer EV financing
options.
✔ Improve Rural Penetration: Develop affordable models and strengthen the rural
dealership network.
✔ Enhance Customer Experience: Introduce AI-driven customer support and
personalized after-sales services.
✔ Boost Employee Training Programs: Conduct more skill enhancement workshops
for employees and dealers.

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Reference

1 . Websites

✔ TVS Motor Company Official Website –

www.tvsmotor.com

✔ www.google.com

✔Internship Experience & Primary Data

●​ First-hand observations, interviews with

employees, and internal reports (if applicable).
●​ Surveys or data collected during the internship
period.

✔ Artificial intelligence
i.e. chatgpt.com

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Conclusion
TVS Motor Company has established itself as a leading two-wheeler manufacturer
with a strong presence in India and global markets. Its success is attributed to its
customer-centric approach, innovation-driven mindset, and efficient marketing
strategies. The company's ability to adapt to changing market trends, especially in
the electric vehicle (EV) segment, showcases its commitment to sustainability and
future mobility solutions.

✔ A strong brand reputation due to quality products and after-sales service.

✔ A well-structured marketing strategy, including digital advertising, dealership
networks, and promotional campaigns.
✔ Global expansion plans, especially in Latin America, Africa, and Southeast Asia.
✔ A growing focus on electric vehicles (EVs) and sustainable manufacturing
practices.

However, challenges remain, such as intense competition from Hero MotoCorp,

Bajaj, and Honda, as well as the need for stronger EV infrastructure. The company
must continue to invest in research & development, expand its rural market reach,
and strengthen digital engagement to maintain its competitive edge.

This report provides a detailed analysis of TVS Motor Company’s marketing

strategies, business operations, and industry position. The research findings
highlight how TVS has built a strong market presence through continuous innovation
and customer-focused strategies.

The internship experience at TVS Motors was highly insightful and enriching, offering
practical exposure to real-world business operations, customer engagement, and
marketing tactics. The knowledge gained through this research will be valuable for
future career endeavors in the automobile industry and business management.

As TVS moves forward, its success will depend on adapting to new technologies,
expanding its product portfolio, and maintaining its commitment to customer
satisfaction. With its vision of becoming a global leader in sustainable mobility, TVS
is well-positioned for continued growth and market leadership.

This project concludes with valuable insights, findings, and recommendations that
can contribute to a deeper understanding of business strategies, marketing
dynamics, and industrial growth in the automobile sector.

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