A Study on TVS Scooty : A Marketing Success Story

By: Anurag Shrivastav(09003) Khan Arqam Saifullah(09011) MMA Inayat Khan (09015) Gaurav Thakur (09008) Degaonkar Vinay (09006)

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Brand Facts Strategy- Key Positioning Campaigns Advertising Analysis Critical Aspects

Brand Facts
Target Customers in 1993 Initially, TVS Scooty was introduced targeting upwardly mobile young male executives because

They look for latest style and rejects product used by his father They look for more convenience and youth oriented brands

Strategy Key Positioning
• • •

1994 - “it’s a Scooty, not a scooter” Positioned as a new category of vehicle 1995-96 – “Dream Machine” 1996-97 – “ At home in the city” Urban convenience aspect highlighted 1997-98 - “Cool and Easy” To blend the attitude of youth (Cool) with convenience of the scooter (Easy) 1999 – 2007 –”First Love” A fundamental “first vehicle” value 2010 - “Go Babilicious”

Campaign 1

Targeting upwardly mobile young executives

Campaign 4 “Cool and Easy”

1998 “TVS Scooty- First Love”

2004 Scooty Pep

Awrded Outstanding Design Excellence Award for Pep

2008- Ltd edition wimbledon series – Pep+

Designed to be a tribute to women with a sporty attitude
agreement with the All England Lawn Tennis and Croquet Club  to be an official licensee

2006 Pink : ltd edition model

]

Thoughtful accessories such as the glow-ring around the key-hole, lit luggage compartment and the mobile charger socket with Preity Zinta as brand ambassador

2008- Scooty Teenz Electric

Recognizing special needs of the young Indian woman on the road Scooty Teenz Electric incorporates design elements such as large utility and storage spaces, a mobile phone charger and a low battery charge indicator.

2009- TVS Streak “Tough and Trendy”

features LED tail lamps, external fuel filling and an easy-to-use canter stand: making it specifically designed for the young woman

99 Colors Scooty Pep+

New concept introduced for the first time

2010 – “Go Babilicious” Campaign
Series of creative ads as part of the campaign - Lauded as one of the most creative ad campaigns

The idea does its job well An all-new way to hawk the colourful scooties more as a fashion accessory rather than just a 2 wheeler

M TV Teen Diva

The association with a youth-oriented MTV series is believed to reinforce Scooty's position in the minds of the target consumer.

Scooty in Bollywood

Analysis

1994 – targeted for male but purchased by girls only

2006 – Targeted totally for girls but ignored masculine in females
• •

Housewives dislike their husband riding Scooty General personality of girls changed (Saree to salwar suit to Jeans) Female preferred to exhibit aggression

Critical aspects
Competitive pricing - various products available in market at competitive prices

Tech improvement – technologically more advanced and powerful vehicles like Honda Activa, Aviator, Kinetic Nova and Suzuki Access125 eating into the pie

Similar positioning by Hero Honda Pleasure targeting young female
• • •

Electric 2 wheeler segment - YO Bike

YO bike

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