imc - ti cylces.pptx

7/27/2019 IMC - TI Cylces.pptx

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BICYCLE INDUSTRY:

TI CYCLES

TEAM 7 PGP 1(A)

ASIM AYAZ

CHARU BATRAKARTHIKAYEN B

SUNWINDER PAL SINGH

VIGNESH S

SUNNY TEOTIA

INTEGRATED MARKETING

COMMUNICATIONS


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COMPANY BACKGROUND

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.

Currently the number one manufacturer in special segments like Mountain

bikes, Sports Lite Roadsters, Racing bikes, etc. It has a manufacturing

capacity of around three million bicycles per year.

The maker of the country's most famous cycle brands like Hercules, BSA

and Philips cycles. BSA: style and looks

Hercules: strength and toughness

Volume Share: BSA: 40%; Hercules: 60%; Profit Share equally

divided


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TWO CATEGORIES OF BICYCLES

Standard Category Bike

Special Category Bike


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WHAT ARE

MARKETING COMMUNICATIONS?

Marketing communications are the means by

which firms attempt to inform, persuade, and

remind consumers, directly or indirectly, about

the products and brands they sell.


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MODES OF MARKETING

COMMUNICATIONS

MarketingCommunication

s Mix

Advertising

SalesPromotion

Events &Experiences

PR &Publicity

DirectMarketing

InteractiveMarketing

PersonalSelling


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MarketingCommunicatio

ns Mix

Advertising

SalesPromotion

Events &Experiences

PR &Publicity

DirectMarketing


PersonalSelling


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ROPING IN CELEBRITIES

Characteristics of Celebrities to be consideredas Brand Ambassador

Expertise

Trustworthiness

Likeability


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Karun Chandok as brandambassador for Montra

TI Cycles ropes in YuvrajSingh for the MTB range


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TI Cycles launches exclusive kids store


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ns Mix

Advertising

SalesPromotion

Events &Experiences

PR &Publicity

DirectMarketing


PersonalSelling


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BSA was The

Official Bicycle

Partnerof the

recently released

Karan Johar film

Student of the

Year!


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ns Mix

Advertising

SalesPromotion

Events &Experiences

PR &Publicity

DirectMarketing


PersonalSelling


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Moving from selling 'Cycles' to selling 'Cycling


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Trade shows and

presentations


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TRACK & TRAIL - COFFEE & CYCLES

InternationalCycles

Located in

Koramangala,

Bengaluru

Coffee barmanaged by an

independent

expert


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ns Mix

Advertising

SalesPromotion

Events &Experiences

PR &Publicity

DirectMarketing


PersonalSelling


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10 cyclists

6 Day cycling from Udaipur to New Delhi (700 Km) Theme - Fun, Fitness and Freedom

In 2011 3800 events

Cyclothons FFF rides to people connected through Facebook.

Senior management of TI

Cycles of India, led byPresident, Dr D. Raghuram.


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Launched in October 2012

Eight Different variants

Target 5 to 14 yrs.

Tricycles for 2 to 4 yrs expected soon

Dora The Explorer and Ninja

Hattori range of bicycles and

tricycles
http://www.bestmediainfo.com/wp-content/uploads/2012/10/nick-ti-cycles.jpg


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ns Mix

Advertising

SalesPromotion

Events &Experiences

PR &Publicity

DirectMarketing


PersonalSelling


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Di

s

p

la

y

Ad

s


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Ads for Adults


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The Kapil Dev

Ad


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ns Mix

Advertising

SalesPromotion

Events &Experiences

PR &Publicity

DirectMarketing


PersonalSelling


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The Kapil DevAd


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CHARITABLE FOUNDATION


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THANKYOU

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