MARKETING STRATEGIC PLANNING

a.c .k

IntroductionThe TVS group was established in 1911 by

Shri. T. V. Sundaram IyengarThe TVS group is today a leading player in

automobile and automotive industryThe group has 30 companies and employs

more than 40,000 peopleTVS motor company is the largest among the

group companies in terms of size and turnover

TVS Motor CompanyIt is India’s third largest two-wheeler

manufacturer and one among the top ten in the world

It has 4 manufacturing plants in countryIt has 15 percent market share in the two-

wheeler industry in IndiaMore than 15 million customerProduct offerings in all segment of the two-

wheeler industry in IndiaProduct offerings in three-wheeler industry in

India

Continued..Products exported to more than 50 countriesThe company entered into a technical know-

how and assistance agreement with Suzuki Motor Co Ltd of Japan in the year 1982

 The TVS group and Suzuki Motor Corporation parted ways from their 15-year-old joint venture on September 27, 2001

• High value for money

• Environment Friendly

• High Quality

• Prosperity of Employees, dealers and suppliers

• Continuous Innovation

• Customer Interaction

Product which can provide

TVS MANTRA

7

1. Excellent R&D, and wide variety of products in every segment

2. Excellent distribution and good number of service centres

3. TVS Group has over 40,000 employees and a customer reach over 15 million

1. Absence in the Premium Bike Segment.

1. Two-wheeler segment is one of the most

growing industries.

2. Export of bikes is limited

THREATS

WEAKNESSSTRENGTH

OPPORTUNTIES

1. Strong competition from Indian as well as international brands

2. Dependence on government policies and rising fuel prices.

SWOT

TVS Scooty Pep+ is the best looking scooty in the class

Sleek body and light weighted scooty is most sought after scooty by females

Wide range of Colours Mobile charger socket is added feature in the scooty

Clear positioning & segmentation

Website: www.scootygals.com

“Scooty Team Diva”contest

Cool Wallpapers Tough and Trendy Features TVS Smiles forever Program

B R A N D A M B A S S A D O R A N U S H K A S H A R M A

‘A DAY IN THE LIFE OF A SCOOTY GIRL’ & KEY FACTS ABOUT SCOOTY

• India's second largest brand in the scooter segment. • TVS Scooty Pep+ moped is powered by a 4 stroke, air cooled,

single cylinder with a displacement of 87.8cc. The compact engine produces a top power output of 5 PS at 6,500 rpm and generates a peak torque of 5.8 Nm at 4,000 rpm.

• The size of TVS Scooty models is too small that it can easily clear way even in heavy traffic.

SEGMENTATION

• Initially conceived of as a Scooter for both male & female.

• TVS chose the strategy to tap the nascent segment of women riders.

• Its women on Wheels concept provide two-wheeler riding training to

women across small and large towns in India.

TARGETTING

• Designed specifically for young women who travel short distances.

• Positioned as a SCOOTY and not a SCOOTER

• Launched in 2005 Scooty Pep Plus features a light- weight body, with a choice of 99 colours.

•Low cost and Simplicity in Driving

• Light weight but has enough power, ample color options, great storage space.

POSITIONING

• “TVS Automatic Transmission”, developed by TVS Motor Company.

• Low power consumption and frequent gear changes while driving in dense traffic.

• Fuel efficiency by as much as twenty percent when compared to the conventional.

DIFFERENTIATION

• FOCUS ON MORE TELIVISION COMMERCIALS AND MUST AIR MORE

THE COMPETITIORS LIKE HERO DO

• PRINT ADS ARE NOW MOSTLY IN HINDI, FOCUS MORE ADS IN ENGLISH

• ADS SHOULD FOCUS MORE ON ADVANTAGE AND FEATURES

• BRAND POSITIONING SHOULD BECOME MORE CLEAR

• EXPANSION INTO RURAL MARKET NEEDS AN IMAGE MAKEOVER

• CURRENT TARGET CUSTOMERS IS NARROW SO INCREASE THE

TARGET BY A MAKEOVER

• INTRODUCING SAFETY FEATURES CAN HELP COMMAND A PREMIUM

RECOMMENDATIONS FOR BRAND

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