8/6/2019 Marketing Practis

http://slidepdf.com/reader/full/marketing-practis 1/10

MARKETING PRACTICEW O R L D ' S L A R G E S T O N L I N E R E S O U R C E O N I N D I A N B R A N D S .

Search

W E D N E S D A Y , N O V E M B E R 2 2 , 2 0 0 6

TVS Scooty : Playful + PowerfulBrand : Scooty 

Company: TVS

 Agency: McCann Erickson

Brand Count:162

TVS Scooty launched in 1994 is one of the super brands in India. The brand has

created and ruled the Scooterette market in India. Scooterettes a

re sub 100 cc variomatic scooters targeted

specifically at the fairer sex.

The brand was an instant hit in the market because of its low price and smart

positioning.The brand effectively identified the need for the TG and the product

 was lapped up in the market. The segment for this brand are

a. College going teenagers

  b. Working la

c. Even Men

þÿ

8/6/2019 Marketing Practis

http://slidepdf.com/reader/full/marketing-practis 2/10

The market can be divided broadly into two based on the customer preference.

One set of customers prefer Functionality and another segment prefers style.

Scooty has been able to maintain the balance between both.

The entire market for scooters (75-125cc) is dominated by Honda with its Activa

and Deo range. Scooty has a market share of about 30% in the segment. The

scooterette market is hotting up with lot of competitors eyeing for the share . The

latest in the block is the Hero Honda Pleasure which is positioned as a stylish

 brand exclusively for ladies. The competition also have prompted the players to

enhance the power of the scooters.

Scooty has be en consistently successful because the

  brand was quick to change with times.The brand never failed to emulate the

competitors when they come up with added features. The brand always had two

set of campaigns: one stressing style and the other stressing the functionality.

Scooty has now launched a more peppier Scooty Pep+ with more power. The

engine has been upgraded to 90 cc from 75cc. The change was warranted because

of the following reason:

a.There is an assumption that ladies/girls prefer less powerful vehicles. Although

it is a fact that the segment prefer lighter vehicles, the " powerlessness" is just an

assumption. The success of Honda is an ample proof that ladies too prefer

powerful vehicle . There is also a distant possibility that the segment preference

for more powerful vehicle will increase in days to come. The reason is that those

 who use these vehicles often need to carry either their kids or their friends along

  with them. Also the road conditions and the traffic calls for a powerful

  vehicle.Scooty aims to be the lighter powerful vehicle for them

  b. Another factor is the segmentation issue. Scooty is more appealing to the

college going girls because of the style. While in the case of working ladies, the

8/6/2019 Marketing Practis

http://slidepdf.com/reader/full/marketing-practis 3/10

segment is targeted by scooters rather than scooterettes. So unless Scooty take

this segment seriously, it will be an opportunity lost for the brand. It has to be

recalled that their scooter brand Spectra has failed in this market.

Scooty Pep+ is promoted heavily by TVS. The brand is positioned on the basis of 

Power and Sty le. The brand got a big boost with Priety Zinta as its

 brand ambassador. Priety and Scooty gels so well that I call it a perfect example

of Successful celebrity endorsement ( my opinion). TVS has been lucky or smart

enough in identifying right celebrities to endorse their products like Sachin and

Dhoni for Victor and Star respectively.

Scooty also launched another campaign taking the brand to the next level talking

about women empowerment and success. The brand is trying to ladder up to a

higher state of connectedness with ladies. I think the brand has taken some

lessons from Dove and Fair & Lovely which has been successful in laddering up.

 According to Professor Keller Laddering is the progression from attributes to

 benefits to more abstract values of motivations.Failure to do so will reduce the

strategic alternatives to the brand. ( strategic brand management: Kevin.L.

Keller).

The product category of scooterettes are showing more potential in the urban

markets in coming days. This category is non existant in the semi urban and rural

markets which will be a tough call and in the current conditions, it may not be

possible also. The possible competition is from electric scooters and second hand

Maruthi cars . Another issue for the brand is to sustain the value proposition for

Scooty. Scooty is priced around Rs 32000 which is a premium. It is walking on

the thin red line between benefit and cost. The price -value proposition will be

 biggest challenge for this brand. Having a no frill low cost Scooty has to be there

to keep away the treat from the price warriors.

source: businessline,indicar, tvsscooty.com,economictimes,strategicmarketing

8/6/2019 Marketing Practis

http://slidepdf.com/reader/full/marketing-practis 4/10

Labels: automobile brands, Brand Laddering,  branding, TVS

POSTED BY HAR ISH B AT 10:22 AM   0diggsdigg

G R E A T M A R K E T I N G S T O R I E S

 Accenture : High Performance , Delivered Alpenliebe : From the Alps Amul : The taste of India : Utterly delicious too.... Appy Fizz : Cool Drink To Hang Around Asian Paints: Every Color Tells a Story  Axe : The Axe EffectBajaj Pulsar : Definitely MaleBand-Aid :Continuous CareBody Shop : Profit With PrincipleBoost : Is The Secret Of Our Energy 

Bournvita : Do You Have Bournvita ConfidenceBru : Happiness Begins with BruCenter Shock : Hilake Rakh DeCoffy Bite : Coffee or ToffeeColgate Dental Cream : ye hai hamari suraksha chak...Colorplus : consistency paysDove : The Mildest OneFair & Lovely : Chand ka TukdaFastrack : How many you have ?Frooti : Fresh N Juicy Funskool - Welcome to the World of Toys !

 WoodLand : Are you a Woodlander?Zodiac : Finest Quality Shirt Makers

0 C O M M E N T S :

P O S T A C O M M E N T

 Your Views are Important. Please share your views as comments.

L I N K S T O T H I S P O S T :

CREATE A L INK

<< Home 

8/6/2019 Marketing Practis

http://slidepdf.com/reader/full/marketing-practis 5/10

S U B S C R I B E T O M A R K E T I N G P R A C T I C E

 Subscribe in a reader

Subscribe to Marketing Practice by Email 

A B O U T M E

HARISH B

KOCHI , KERALA, INDIA

Marketing Evangelist in a Business School.Assistant Professor,Ex-advertisement

sales person. Re-learning management at IIMK.The views expressed are my own

and not of the organisations I am associated with.All Trademarks and brands are

the property of their respective owners.

VIEW MY COMPLETE PROF ILE

P R E V I O U S P O S T S

• Funskool - Welcome to the World of Toys ! 

• Proline : Follow Yourself  

• Essenza Di Wills :Your Essence, Your Soul 

•  Volvo : Redefining Travel 

•  Ajanta Quartz : From Clocks to Tiles 

• Burnol : The Burn Specialist 

• Tata Salt: Salt Of The Nation 

• Kurl-on : Make Your House a Home 

• Melody : Chocolaty  

• Parry's Sugar : Branding A Commodity  

W H Y B R A N D S F A I L ?

8/6/2019 Marketing Practis

http://slidepdf.com/reader/full/marketing-practis 6/10

 Ambassador : Marketing MyopiaBajaj Chetak (1972-2005) :RIPBig Fun : Rest- in - PeaceCanada Dry : RIP ( 1995-1999)Carona : RIP 1953-2003

Ceasefire: RIP 1989-2002Dyanora : RIP( 1975 -1995)Ganga Soap : RIPGold Spot : The Zing Thing ( RIP 1977-1993)Hero Honda Street : RIPKelvinator : RIP 1963 - 2005Kinetic Blaze : Shortcut To Fame ?Kristal Dtsi : Intelligent ScooterLiril : Bring back the Liril girlLML Vespa :RIP 1960-2006Margo:lost in the Neem treesMaruti Gypsy : RIPMaruti Versa : Traveling Together Is FunMoti Soap : RIPOnida Candy : RIP (1999 - 2002)Sunfill : RIP (2001-2005)Tamariind : RIP ( 2001-2002)Tata Sierra : RIPToyota Qualis : RIP (2000-2004)TVS 50: RIP (1980- ........) Vanilla Coke : Wakaw  Yezdi (1961-1995) : RIPZen : Surrendered To The New Generation

F M C G M A R K E T I N G S T O R I E S

7 up : Bheja Fry Seven Up try  Anne French : Smooth and Silky Skin Axe : The Axe EffectBody Shop : Profit With PrincipleChandanam: Power of Brand NameChandrika : Best Soap Nature Can OfferCinthol : Get Ready, Get CloseClean & Clear : Clean Clear and Confident

Clearasil : For Clear SkinClinic All Clear : Clear about what it does.Close Up : Kya Ap CloseUp Karthe hainColgate Dental Cream : ye hai hamari suraksha chak...Comfort : Make a Good Clothes Day Domex : 100% germ killerDove : The Mildest OneDoy : Clear Skin, Healthy Skin

8/6/2019 Marketing Practis

http://slidepdf.com/reader/full/marketing-practis 7/10

Everyday Dairy Whitener: For a Great Tasting TeaEyetex : Eye On The Next GenerationFair & Lovely : Chand ka TukdaFair &Lovely Menz Active : Change Your Story Fair and Handsome : Be Fair , Be Handsome

Fairever : Natural FairnessHamam : Trusted Family SoapJeeva : The Complete Ayurvedic SoapLifebuoy: Thandurusti hain vahamLiril : Bring back the Liril girlLux : Celebrating Beauty Manjal Soap: Essence of TurmericMargo:lost in the Neem treesMedimix : Taking Care of Skin ProblemsMeera : Healthy Hair for YearsNivea : Gentle CareNycil: Soothing and CoolingOlay : Love the Skin You are InParachute : Branding a commodity.Pepsodent : Dishum DishumSecret Temptations : Sorry BoysSet Wet : A cool cool brand Yardley : Immense Potential Wasted !

H O W T O B R A N D A C O M M O D I T Y

 Act II : Creating a Category  Acuvue : Healthy and Convenient Ajanta Quartz : From Clocks to Tiles Amaron : Lasts Long , Really Long . TingTong ! Amul : The taste of India : Utterly delicious too.... Amul Innerwear : Crafted for FantasiesCycle Agarbatti : Everyone has a reason to Pray Dinesh Beedi : Smoked OutEssilor : Seeing The World BetterEyetex : Eye On The Next GenerationFevistik : Clean StickingFunskool - Welcome to the World of Toys !Gold Winner : G for H

Hanung Toys : Bringing Smile to the WorldIdhayam oil : Banking on HealthKurl-on : Make Your House a HomeLays : No One Can Eat Just OneLG Asafoetida : Branding a Commodity Lijjat Papad : A Brand With A CauseLion Dates: Makes Your Day CompleteNataraj Pencils : Aur Yeh Lega Sixer

8/6/2019 Marketing Practis

http://slidepdf.com/reader/full/marketing-practis 8/10

Nestle Fresh N Natural Dahi : Branding A Commodity Nightingale : Experience The Finest In PaperNilkamal : Creating Value through ConvenienceNilon's Pickles : Taste that LingersOral-B : Dentist's Choice

Parachute : Branding a commodity.Parry's Sugar : Branding A Commodity Parryware Glamourooms: Not Just BathroomsPillsbury : Dil se KhaoPopy Umbrella : Dancing In The RainScotch Brite : Makes Cleaning Fast and Easy Shilpa : Shilpa Char Chand LagayeTata Salt: Salt Of The NationTransitions : Healthy Sight in Every Light Yera : Think Glass, Think ClassZipouch : Keep Fresh, Eat Safe

T W I T T E R U P D A T E S

• Polycrol : Express Relief: Brand : PolycrolCompany : Piramal

HealthcareBrand Analysis Count : # 481Indian Antaci... http://bit.ly/jhA6h4 

about 22 hours ago

• Polycrol : Express Relief  http://goo.gl/fb/Kj2ZN about 22 hours ago

• The strength of IIM courses the blending of contemporary and

fundamentals 7 days ago

•

@ Andrine_Mendez If we get a couple of good names it will work well 7 daysago

• @ Andrine_Mendez Theme is good,getting good speakers is the challenge 8

days ago

• @hotelabad Short term profits at the cost of long term. Not understanding

moments of truths 8 days ago

• @hotelabad Personal experience 8 days ago

• Great thought frm NRN - We use RESPECTas talisman when taking

decisions 8 days ago

• @hotelabad It is an observation frm sme recent experiences 8 days ago

• @ Andrine_Mendez Thats a great idea 9 days ago

follow me on Twitter 

8/6/2019 Marketing Practis

http://slidepdf.com/reader/full/marketing-practis 9/10

Subscribe to Marketing Practice by Email 

#334 View blog top tags 

Enter your search terms Submit search form

Search

   Web marketingpractice.blogspot.com

B est m atches f or  tvsscootypepcompetitors

þÿ

8/6/2019 Marketing Practis

http://slidepdf.com/reader/full/marketing-practis 10/10

T he b rand n ever f ailed t o e mulate t hec ompetitors w

hen t hey c ome u p w ith a dded f eatures.J ump t o t

ext »

S cooty P ep+ i s p romoted h eavily b y T VS. J ump t

o t ext »