PRESENTATION ON PRODUCT AND BRAND MANAGEMENT

GROUP MEMBERS:
RAJU RANJAN MIKESH AGRAWAL SITESH MICHAEL KIRO IMRAN KAUSAR NAMITA SHILPI KAPOOR RAHUL REGIS KUNJ VIKRAM ROLL NO. 25 ROLL NO. 26 ROLL NO. 27 ROLL NO. 28 ROLL NO. 29 ROLL NO. 30 ROLL NO. 31 ROLL NO. 32

XAVIER INSTITUTE OF SOCIAL SERVICE

A MARKETING PLAN FOR TVS SCOOTY PEP PLUS

Mopeds and Scooterettes Industry

The Indian two-wheeler industry has come long way since its humble beginning in 1948 when Bajaj Auto started importing and selling Vespa Scooters in India. Since then, the customer preferences have changed in favour of motorcycles and gearless scooterettes that score higher on technology, fuel economy and aesthetic appeal, at the expense of metal-bodied geared scooters and mopeds. These changes in customer preferences have had an impact on fortunes of the players. The erstwhile leaders have either perished or have significantly lost market share, whereas new leaders have emerged.

Mopeds and Scooterettes Industry

If the metal bodied scooters have fallen out of the consumers' choice, scooterettes have been climbing up the popularity charts lately. These set of two wheelers are a hit among people over the age group of 45, women and the young adults. These two wheelers are lighter which makes them easier to handle, they come with a digital ignition system to do away with the inconvenience of the kick start. They also have smaller wheels for better balance and maneuverability. They cater to the load carrying and personal transport requirement of most urban two wheeler user.scooterettes and moped segment amount for a quarter of the two wheeler market share in India and about 8% of all the exports which takes place from the country. One company which has remained in the forefront of scooterettes and mopeds manufacturing in the country is TV Sundram Iyengar and Sons Limited (TVS), they were the first to launch an indigenous scooterettes in the Sub 100 cc category in the year 1984. Incidentally the company had also launched a twoseater 50 cc moped in the year 1980.

Demand Drivers
The demand for two-wheelers has been influenced by a number of factors over the past five years. The key demand drivers for the growth of the two-wheeler industry are as follows: Inadequate public transportation system, especially in the semi-urban and rural areas. Increased availability of cheap consumer financing in the past 3-4 years. Increasing availability of fuel-efficient and low-maintenance models. Increasing urbanization, which creates a need for personal transportation. Changes in the demographic profile. Difference between two-wheeler and passenger car prices, which makes twowheelers the entry level vehicle. Steady increase in per capita income over the past five years. Increasing number of models with different features to satisfy diverse consumer needs.

Journey of TVS Scooty

59.9 cc 2 stroke single-cylinder air-cooled engine. delivering maximum power of 3.5 bhp @ 5500 rpm. fuel tank with the capacity 3.5 litres.

Scooty Pep
74.6 cc 4 stroke single cylinder aircooled engine. maximum power -3.0 kw @ 6500 rpm. better mileage-result of auto-choke for instant start, auto reserve fuel tap and power/economy mode. safety and security features- side reflectors, multi reflector headlamp, puncture resistant tyre, side stand alarm etc. Presence of hydraulic shock absorberkey factor for smoother riding. sleek dual tone body with complementary colored mirrors, appealing body lining and 5 different types of metallic colors. Fuel tank capacity-5 litres.

90 cc 4 stroke single cylinder air cooled engine. Available in 99 colours. Max power risen to 5 bhp @ 6500 rpm. Mileage - 60kmpl

Scooty ES

Scooty Pep Plus

Unique features of PEP PLUS

Glow ring Effortless centre stand Utility box light Socket mobile charger

Levels of the Product

Warranty for 2 yrs, 1st 3 servicing free, Meets Insurance requirements.

Augmented Product Actual Product

Core Product Ease of movement for girls. Gives a feeling of freedom & independence. Trendy Colors, Contemporary looks, Ultra light model, 90cc engine

PLC Stage
Scooterette Industry

Time

Strategies in the Growth Stage

Product: More focus is on the product, i.e improving its features, style and quality. Pricing: Value based pricing is done as the customers have grown more & more value conscious. Place: More & more showrooms are added to meet the demand. Promotion: Advertising is done not only to create product awareness & interest among the mass but also to build product conviction & purchase.

Target market
Basis of segmentation
Gender Age Income Profession Lifestyle Geographic area Benefit

Target segments
Females Youngsters 15-25 yrs Middle income group Students, young working women. Modern and Independent Urban and semi urban Quality and economy

Levels of COMPETITION

SCOOTY PEP +, BAJAJ KRISTAL HERO HONDA PLEASURE , KINETIC FLYTE,

SAME PDS OF DIFFERENT CO.S

BAJAJ ACCESS, KINETIC NOVA, HONDA DEO, HONDA ACTIVA, KINETIC BLAZE, YO BIKES AND ALL GEARLESS SCOTERETTES. 100CC MOTORBIKES, SCOOTERS MOPEDS.

LAPTOPS, HANDYCAM, JEWELLERIES, TOUR PACKAGES, MOBILES, ETC

Ansoffs Product matrix

Market
Existing New

Existing

Market Penetration

Market Development

Product
Scooty Pep Plus
New Product Development

Diversification

New

BUSINESS PORTFOLIO MATRIX

BUSINESS GROWTH RATE HIGH

STAR
Scooty Pep +

QUESTION MARK

LOW

CASH COW

DOG

STRONG

WEAK

RELATIVE COMPETITIVE POSITION (MARKET SHARE)

Branding Strategy
From TVS Scooty ES to Scooty Pep and then scooty Pep to Scooty Pep plus, is a line extension branding strategy of TVS. Since there are a host of enhancements in terms of style, design, colours and features, from the old Scooty Pep model it has been renamed to Scooty Pep Plus.

Pricing strategy
QUALITY
LOW HIGH Tvs Scooty Pep Plus
ECONOMY PENETRATION

LOW

PRICE

HIGH

SKIMMING

PREMIUM

Pricing Strategy
Value pricing- This approach is used where external factors such as recession or increased competition force companies to provide value products and services to retain sales.

Geographical Pricing
City Base Price Ex-Showroom Estimated On Road Price

Delhi

32,520

36,585

36,585

Chennai

30,436

34,240

37,896

Kolkata

30,782

34,630

39,980

Mumbai

32,011

36,012

41,010

Supply &Distribution Strategy

TVS Motor Company has one of the most extensive networks with over 500 dealers and 2500 customer touch points. All the dealers are connected through the extended network of SAP, ensuring operational efficiency. Supply chain Management
Two plants- Hosur and Mysore Suppliers are involved at every stage of product development. TPM (Total Productivity Maintenance) JIT (just in time) practices.

Promotion Strategy
Celebrity endorsement- Preity Zinta
Advertising:
Print ads TV commercials Hoardings Internet ads

Public Relations:
TVS is running a driving institute Women on Wheels (WOW) Institute to train the women riders to drive. If you are at the age of 16 or above you can join this institute. TVS charges Rs350 for this. TVS scooty Teen diva contest for all teenager girls .

COMPETITORS ANALYSIS COMPETITOR ANALYSIS

TVS PEP +
99 COLOURS LIGHT WEIGHT LOWEST SEAT

KINETIC FLYTE
5 COLOURS BIGGEST AND HEAVIEST

HERO HONDA PLEASURE

MORE THAN 5 COLOURS

BAJAJ KRYSTAL
4 COLOURS ONLY SEAT NOT LOWEST PRICE-Rs.41,845 94.86cc ENGINE 55-60 km/hour 45 km /LITRE

PRICERs.41,149 90 cc ENGINE MOST FUEL EFFICIENT 40-45 km/hour

PRICE-Rs.45,833
125 cc ENGINE LACKS FUEL EFFICIENCY

AVERAGE SEAT
STIFF RIDE QUALITY

PRICE-Rs.44,398 102cc ENGINE

QUITE EFFICIENT
COVERAGE

Current strategies
TVS Scooty Broadens Horizons with 'Balancing Wheels'
TVS Motor Company has broadened the horizons of its TVS Scooty brand with the launch of Balancing Wheels, a unique and innovative product that can be easily fitted on to the Scooty. For the first time in the history of the two-wheeler industry, the company will be addressing a never-before segment, 'those who do not know how to ride, even a bicycle.

BIBLIOGRAPHY
http://www.scootygals.com/ http://www.bajajauto.com http://www.tvsmotor.in/ http://www.herohonda.com/Pleasure/ http://www.kineticsymflyte.com/

THANKYOU