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Rahul Tabhane (09689947224), JBIMS Mumbai Snehal Mahadik (09967664573), JBIMS Mumbai
3rd largest two wheeler manufacturer in India Amongst the top 10 in world Annual Turnover > 1 billion $ (2008-09) Highly profitable, Socially responsible Prestigious Deming Prize winners
TVS Mantra to stay ahead«.
Products which can provide ±
y High value for money y Environment friendly y High quality
Prosperity of employees, dealers & suppliers Continuous Innovation Customer Interaction Quality in systems, processes & operations
y Scooty Streak y Scooty Pep+ y Scooty Teenz y Scooty Teenz Electric ± Go green ± It¶s your turn now
y Scooty Streak y Scooty Pep+
Honda ± Activa Honda ± Pleasure Honda .Major Competitors«.Dio Bajaj .Kristal Mahindra ± Rodeo Mahindra ± Flyte Mahindra ± Duro .
TVS Scooty journey«. Chasing Dreams Being Independent More Options Being Trendy Having Fun Increased Power * Click on each box to link to a video .
TVS·s focus on selling Scooters to females«. Leader in the young women segment Leveraged on the emotional quotient ± µChance to chase their dreams¶ Targets the young single women and in keeping with the changing preferences .
her personality Technology used to deliver greater value through new offerings Latest advancements in the field of technology is the way .TVS·s focus on selling Scooters to females«. Marketing communication emphasis Scooty girl.
Female Consumer Market Understanding Female Consumer Behavior Communication Strategy for TVS Scooty .Objectives of Case«.
Female Consumer Overview«. Largest market opportunity in the world Dominant buying power Drivers of world economy Yearly earnings of 13 trillion $. could reach 18 trillion $ in next 5 years Control 20 trillion $ in annual consumer spending 10 .
Female Consumer Overview(Contd.)«. Feel vastly underserved Companies failed to explore this potential market segment Marketing narratives promote female stereotypes 11 .
.Understanding the Woman Consumer and her use of technology«.
Consumer Research Dealers Research Mechanics Research Internet Research .Research Methodology«.
Female Consumer Research«. Housewives 14 . Bellary Age Group : 17 to 52 years Students. Bangalore. Working Prof.Thane. Basic questionnaire for consumer research Total Respondents : 190 Areas covered y Mumbai. Hyderabad. Pune.
Age Wise Distribution(%) 12.89 39.63 47.Female Consumer Research(Contd.47 17-20 21-25 25 & Above 15 .)«.
Female Consumer Research(Contd.95 Student Working Professional House wife 79.47 16 .58 18. Profession Wise Distribution 1.)«.
0 15.1 0.3 11.9 30.0 83.0 8.)«. Source of Information about 2 wheelers 90.0 40.9 1.0 20.0 70.0 37.1 10.0 50.0 Print/TV Ad Relatives/Friends News 2 wheeler Dealers Website Other 17 .Female Consumer Research(Contd.0 60.7 80.
0 .)«.0 70.3 Celebrations 3.4 6.0 50.0 20.5 60.0 6.0 18.3 For transportation Independence Style Quotient Status Symbol 10.Female Consumer Research(Contd.0 69. Factors behind Purchase of 2 wheeler 80.0 39.5 30.0 40.7 Promotions 18 0.
2 19 .0 40.4 35.8 17.0 76.)«.4 52.4 13.0 20.0 0.0 60.4 57.0 70.8 65. Factors considered while buying 90.3 15.Female Consumer Research(Contd.9 37.6 47.0 80.0 10.0 30.3 58.9 57.0 50.
32 20 .47 Comfortable Not Comfortable Others 86.Female Consumer Research(Contd. How comfortable Women are using technological products(%) 4.21 9.)«.
0 40.8 0.0 Yes No Others 21 .0 6.2 50.9 30.)«. Pay extra for technology(%) 60.0 38.0 54.0 20.0 10.Female Consumer Research(Contd.
Female Consumer Research(Contd. weight are the factors considered while buying Promotional offers does not influence decision to a great extent 22 . safety. mileage.)«. comfort. Findings of Survey y Print/TV ad is the major source of information for y y y y women Positive Word of mouth from relatives/ friends is also considered sometimes Transportation & being independent are primary reasons behind purchase of 2 wheelers Price. color.
women prefer owning a 4 wheeler than a two wheeler y Too many models confuse the consumer y Frequent addition of features to existing models make customer feel his model outdated 23 .Female Consumer Research(Contd.)«. Findings of Survey y Though majority of women are OK with technology not many of them would like to pay extra for it y In cities.
Dealers surveyed y Sai point Automobiles Pvt Ltd (Authorised y y y y dealer of Honda motors) Ashwini Motors ( Authorised dealer of TVS motors) Kalpana Motors Shree Automobiles Shweta Motors 24 .Dealer Research«.
General Questionnaire y Most selling 2 wheeler amongst women y Factors women look into while buying y 2 wheeler with most market awareness/recognition y Company with best after sales service y Availability of models & promotional schemes y Effect of advertising/ promotions on buying behavior y Customer complaints regarding 2 wheelers y Any design innovation required 25 .)«.Dealer Research(Contd.
Observations y 75% consumers have Honda Activa as first choice y TVS Scooty is No 2 selling two wheeler y Consumers give more emphasis on metal body & y y y y y weight Multipurpose use for all members of family Word of mouth is the biggest source of information Scooty more preferred by students Out of 99 colours.)«. only 6-8 colours of scooty in demand creating inventory problem Scooty is light in weight.Dealer Research(Contd. skids easily and thus more risky to drive 26 .
Mechanics Research«. µ99 colours¶ offering .accessories of a specific colour not readily available and difficult to stock After sales and maintenance service at authorized dealers not satisfactory As compared to Activa. Scooty requires early and more frequent servicing and repairs Scooty not suitable for double seat drive as light in weight Average life of Scooty is less than that of Activa .
)«. Fibre body perceived as weak as compared to metal body Improper balance and skids easily Not suitable for long distance running Company should not go for digital control systems as maintenance is expensive Need of a broader. heavier and metal body model for better balancing and to make it for use by all .Mechanics Research(Contd.
What Women Want? Need to be fulfilled No complicated technology Utility Value for Money Not so time consuming .Internet Research«.
Communication Strategy for TVS .
Currently incorporated innovations«.'Women on wheels ' program y Balancing wheels y Know your signs Easy to buy (4 steps) . First time riders y Easy to Ride y Scooty Institute .
99 colours ± customize your Scooty In design y Trendy features y Mobile Charger y Hand bag hook y External fuel tank fill y Easy centre stand y Lockable glove box y Style ± Lamps y Light weight body y Glow around the hole .Currently incorporated innovations«.
Currently incorporated innovations«. y Tough Features y Litech Engine y Powerful headlamps y Anti ± skid tyres y Etra ± comfort seating y Hydraulic shock absorbers y Under ± seat storage (helmet) y Abs Panel .
com µScooty Teen Diva¶ contest Cool Wall Papers Screen Savers Tough and Trendy features TVS Smiles Forever Program .Currently incorporated promotions«.www.scootygals. Clear positioning and segmentation Website .
what unique Scooty can offer Value for money invested in innovation and added features . Objective Brand awareness amongst teenagers Clear value proposition .Communication Strategy for TVS Scooty to be used«.
sun protection coats. etc.Communication Strategy for TVS Scooty to be used«. gloves. sweaters. µDesign your own Scooty¶ contest µBest innovative feature to be added to your Scooty¶ contest . glares. caps. Strategies Merchandising (Seasonal) ± raincoats.
keep suggestion boxes for improvements Do you own one??¶ campaign .Communication Strategy for TVS Scooty to be used«. µHelp develop your Scooty¶ y Suggestions y Improvements Doubts handling before the purchase decision ± add to µEasy to buy¶ section At the dealers¶ shops.
your dreams contest¶ ± offering scholarships to girls µThe Scooty Speed¶ ± racing contest Some video games based on the Scooty model µWhat is your star sign¶ ± design variety can be introduced Competition like µRoadies¶ µChase .Communication Strategy for TVS Scooty to be used«.
Communication Strategy for TVS Scooty to be used«. µScooty Teen Diva¶ µµYour personal guide¶ to maintain Scooty Blogs to express your feelings Strong dealers interface for personal selling of Scooty Street displays and road shows . Improved visibility and relevance through the program.
Communication Strategy for TVS Scooty to be used«. Sponsoring sports and fashion shows Case study competitions in colleges Movies and serials with Scooty as backdrop Ad slots in between prime time programs .
vegetables and fruits Feature to help ride Scooty in high heels Product for girls with a tom boy attitude . Pet space Open rack for ± bags. books. ipods.Innovations in design that can be made«. shopping bags.
Introduction of WEGO .The Great Move«. as this is a multi user friendly scooter with body balance technology .to beat Activa.
Product specifically designed and promotion strategies devised to capture y Rural markets y Tier .Road Ahead«.II .
.TVS Scooty Layout«.
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