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“A Study on Sales Promotion strategies of TVS Jupiter in
Lucknow City”
• Sometimes the customers were so busy in buying process that they were not so
serious about filling the questionnaire.
Data Analysis & Interpretation
Q. What was the source through which you decided to buy TVS Jupiter?
Suggestion By Relative Or Suggestion By
Friends
84 13% Relative Or Friends
Advertisement in
Advertisement in
22
48% TV/newspaper/mag
TV/newspaper/magazine 27% azine
Sales promotional
Sales promotional activities 48 activities
Past experience with TVS'S
22 12% Past experience
vehicle with TVS'S vehicle
Total 176
Data Interpretation:
Among all Suggestion by relative or friends attracted 84 out of 176 customers towards
buying the vehicle while 48 of 176 were attracted by sales promotional activities and 22
were attracted by Advertisement in TV/newspaper/magazine/ Past experience with TVS'S
vehicle.
Q. Which of the following promotional activities attracted you towards
buying TVS Jupiter?
TVS Jupiter's sales promotion event
16
at Fun Cinema Lucknow
TVS Jupiter's sales
Amitabh Bachchan is TVS Motors promotion event at Fun
40
brand ambassador for TVS Jupiter Cinema Lucknow
Free insurance for 1 year on every 9%
49 Amitabh Bachchan is
scooter 29% TVS Motors brand
23%
ambassador for TVS
TVS Vehicle Rally And Pamphlet 20
Jupiter
Loan and exchange MELA 51 11% Free insurance for 1
28% year on every scooter
Total 176
6%
16% 23%
Strongly agree
Agree
24% Neutral
31%
Disagree
Strongly disagree
Data Interpretation:
Among all activities implemented by TVS in Lucknow city 54 out of 176
respondents say agree, 42 say neutral, 41 say strongly agree And 28 & 11
respondent say Disagree & Strongly disagree.
Findings
• TVS Motor expects to boost the sales and market share of the Jupiter
through expanded offerings, even as the scooter market in semi-urban and
rural areas expands rapidly.
• TVS Jupiter, which has emerged as the second largest selling scooter brand
in India after Honda Activa.
• 79% of customers say there should be changes or improvement in sales
promotional activities.
• Most of the respondents are motivated by their friends and family
members.
• Most of the respondents have good satisfaction with the Performance of
their Scooters strength.
• Most of the customers had a good experience of shopping at Deep TVS.
Recommendation
• After implementing the promotional strategies, a small training should be given to
dealers so that they can explain the offers and benefits to the customers properly.
• As per the suggestion of the customers there should be time to time improvement in
the sales promotion strategies considering maximum benefits to the customers.
• Some of the customers have complained about the slack in the delivery process and
timings. Therefore, this is the area which I recommend to the showroom to focus a
little bit more. It needs to improve its delivery process and time. Need to become
little quick and fast.
• Some of the customers have also complained about the after purchase services
provided by the showroom. Even though the complaints are minor, the showroom
needs to resolve the customer after purchase service issues in order to achieve
customer satisfaction.
Conclusion
• TVS Motor expects to boost the sales and market share of the Jupiter
through expanded offerings, even as the scooter market in semi-urban and
rural areas expands rapidly.
• TVS Jupiter, which has emerged as the second largest selling scooter
brand in India after Honda Activa, has just clocked total sales of two million
units since its launch in September 2013.
• Also, Jupiter has consistently been among the top 10 two-wheelers sold in
India.
• TVS Jupiter is available in the base variant as well as ZX and ZX with Disc
Brake. It recently introduced a ‘Classic’ edition, which has incorporated
several new features.
• Consumer response towards TVS Jupiter is very good. It has created a very
good brand image for itself by providing low maintenance, fuel
efficient, sleek looking models along with efficient after sales service.