Win and lose analysis of jupiter

WIN AND LOSE ANALYSIS 1

ANALYSIS


OBJECTIVES1. To understand why customers buy TVS, what

motivates them to buy.Things Gone Right2. To understand why customers who walked in to TVS Showrooms, but didn’t buy TVS. Suggests that TVS is part of their consideration set, but somewhere we lose them to competitionThings Gone Wrong3. To understand the demographic profile of those customers who considered TVS as part of their buying process4.To initiate appropriate product/brand specific & dealer specific actions based on the findings from the analysis .


METHODOLOGYProduct selection:•1 1 fast moving product or 1 product with growing volumes or share•Allows a balanced picture to emerge which is not biased by type of product –especially at dealer level

Market selection:•State: Andhra PradeshSelect high industry volume and TVS share states •Town :Piduguralla

•Dealers:Select a dealer who has moderate volume in that product category within the city.


METHODOLOGY Censes:5 months of data to enable enough sample size –anything more than this may not get the most accurate response from the customer

Data collection:

Feedback taken from selected customers over telephone based on an open -ended questionnaire by venkatesh


FINDINGS


AND HRA PRADESH PIDUGURALLA NAGEND RA TVS

MARKET : ANDHRA PRADESHBRAND : JUPITER


SAMPLINGMarket: Andhra PradeshBrand : TVS JupiterTowns: Piduguralla [Moderate Industry and Market SharePeriod : May’ 16 -Dec’ 15Sample Size :

TOWN DEALERSHIP NAME

SAMPLE TOTAL

WIN LOSE

PIDUGURALLA NAGENDRA AUTOMOBILES

17 26 43

Sales

WONLOSS


WINANALYSIS


41%FEMAL

E

59%MALE

100%

Occupation

Student

Employed

Self- Employed

Business

Income

<10 k 11K - 30K31K - 50K50 k


HOW THEY BUY ?Buying

Cashfinance

Better for Business to pay CashTo avoid interest

Usage Type

SingleMultiple

HOW THEY USE ?

Usually for office use Local area.


How did they first come to know about Jupiter ?MEDIA

FriendsInternetTVRoad VisibilityPrint RadioOut door PromoPGM ReferralAny other

Most Jupiter is bought by seeing TV ads.Print Media and outdoor promotionalso plays a major role.


Brand

TVSHeroHondaBajajOthers

Buyer

First TimeReplacementAddl.Purchase

TYPE OF BUYER PREVIOUS BRAND OWNED

Honda to TVS accounts highest among all.Pep + users turned more to Jupiter


CONSIDERATION SET OF OUR JUPITER BUYERS ?Brand

Honda ActivaHero MestroSuzuki LetsNo competation Brand ConsideredOthers

ActivaMore cost.

Less mileage.

MasteroHeavy vehicle

No outside petrol fill

LetsNo good Indicators

Less leg space


WHY THEY BOUGHT JUPITER ?

Reason

Looks/DesignPerformance/PowerMilageHandling/Riding comfortOthers

Zyada features Zyada comfort

Zyada ka Fayadha..Good Brand Reputation

Good serviceGood showroom experience

Reason

ProductBrand related Service relatedShow room expe-rience/Dealer re-latedOthers


KEY INSIGHTS1.”Zyada features ka Zyada fayadha” by this many bought the vehicle.2. Best in class mileage – surveys3. Most number of colours attracts customers. – mallikarjuna 4. It’s special innovative features made it to sell more in the market.

“Bought Jupiter because of it’s special edition

colours – Brown”

K.Mallikarjun, Piduguralla


(click on TEXT in shape to get audio)“w

orking

good

and m

aking

my b

usine

ss ha

ppy “

- with

out a

ny pr

oblem

s-m

allika

rjuna

rao ,

J.N.Pa

du

“Zyada ka fayadha i

mpressed me a lot “ –

and I bought it.

- Rama rao, PDRL

“It made me easy to go to my work even in nights”- Koteswara rao,PDRL


LOSS ANALYSIS


30.76%FEMAL

E

69.24%MALE

100%

Occupation

Student

Employed

Self- Employed

Business

Income

<10 k 11K - 30K31K - 50K50 k

Low income people can’t buy Jupiter& students prefer other brands.


HOW THEY BUY ?Buy

CashFinance

Usage

SingleMulti

HOW THEY USE ?

Finance schemes are not favourable.Can’t pay huge amount at a time.


How did they first come to know about Jupiter ?MEDIA

FriendsInternetTVRoad VisibilityPrint RadioOut door PromoPGM ReferralAny other

Most Jupiter is not bought due to friends/neighbours/familyInternet Media and outdoor promotion also plays a major role.


BUYER CLASSIFICATION

Buyer

First Time Buyer ReplacementAdditional Purchase

Type of buyerBrand

TVSHero HondaBajajOthers

Previous Brand owned

Due to TVS XL 100 in village demand for Jupiter is Decreasing.Activa & Dio giving much competition.No 125CC Scooter in TVS


LOSS TYPE

Co – Dealer selling for less price. (only for selected ones)Competition is so heavy.

Type

C0 - DealerCompetitionDropped


WHOM WE LOST TO ?

Brands

Honda ActivaHonda DioHero MaestroSuzuki letsOthers

ActivaGood will in Market

125 cc VehicleMany types

MaestroHero Brand

Many ColoursBetter resale value

LetsNew stylish look.Attractive design

Preferred by college students


WHY THEY DIDN’T BUY JUPITER Reasons

Product BrandServiceShow room Ex-peience/Dealer Re-lated

Product

Looks/Designs/StylingPerformance/PowerMileageHandling/riding com-fortOthers

Price should be reduced.More concentration should be done on designs/appearance.Product knowledge should be imparted correctly.Oil leakage problem should be correct quickly.


KEY INSIGHTS1.”Zyada features ka Zyada fayadha” but Zyada weight also. 2. Students won’t prefer to buy– surveys3. No mileage accuracy - Ramana , Janapadu 4. No 125 cc vehicle , no types like Activa

“I didn’t bought Jupiter because of it’s weight &

huge appearance” –

Jaya lakshmi,PG


(click on TEXT in shape to get audio)

“

Cost

of the

vehic

le is

too m

uch”

- It m

ade m

e not

to bu

y it.

-Nara

simha

,J.N.P

adu “

Zyada ka fayadha but

zyada weight is also

there.- Jaya lakshmi, PG

“There are no many models like Activa”

- Ramanjayeyulu,PDRL


LOSS DUE TO DEALER RELATED CONCERNS

Sales man behaviour not goodProduct explanation not goodTest ride not providedNo immediate DeliveryNo follow up callsFinance : Loan schemes weren't AttractiveExchange : Didn't get expected exchange priceDidn't get the best deal/Lowest price/discount /gift offer


NAGENDRA AUTOMOBILESConcerns to be taken for betterment

1.Test ride should be provided.2.Product explanations should be improved.3.New finance schemes should be followed.4.Required stock should be maintained.5.Better if Dealership size is increased.6.Pricing should be regulated better.


THE GROWTH BEGINS..


A few points for further research…

1.With “Internet” playing an important role in creating awareness & influencing the buying decision A separate research needs to be done on which are all the websites on which customers look for information & reviews

2.Make Jupiter more attractivea)Use more graphics & technology.b) Mystery price Audits @ dealership level to understand the variations in On Road Pricing

3. Comparison study of RF Schemes of TVS Jupiter vs Competition (mainly Activa)


Done by:Venkatesh vaddempudi

15BCR056


NAGENDRA AUTOMOBILES

Win and lose analysis of jupiter

Automotive

Transcript of Win and lose analysis of jupiter