Launch of

Pleasure
Scooter
Case Analysis by Group 12
Group Members
Manoj Kumar Padhy – EPGP – 13C - 129

Prashant Kumar Pati – EPGP – 13C – 064

Rajeesh Radhakrishnan – EPGP – 13C – 069

Sudhanshu Apharya – EPGP – 13C – 116

Akshat Das – EPGP – 13C – 006

What were the Only for Women Gender Neutral
• Ease of riding • If launched “Only for
arguments in Women” the market size
• Engine is not underpowered
favour of like TVS Scooty would reduce thus
impacting revenue
positioning • Targeting the Women who
• Buying decision is taken by
Pleasure as a are ambitious and young
the male member
girls
scooter meant • Long term vision was to
• The dealers were not
‘only for women’ create a niche and to cater
willing to set up separate
showroom with female
as well as to a segment which has not
been addressed
staffing as they were
‘gender neutral’ concerned about the ROI

scooter?
Outline your marketing strategy for branding, positioning and
communication of Pleasure scooter. What recommendations
would you give Anil on launching ‘ Pleasure’?

Segmentation: Young Target Market: College

Proposed Brand Women / Girls who are students, young
Analysis hep and are achieving professional (an age
in the men’s world bracket of 18 to 26)

Proposed Positioning:
Women / Girls who Value Statement: “Why
wish to savor every should boys have all the
moment in life and life fun”
free
 Outline your
marketing strategy
for branding, Brand Positioning USP
positioning and
communication of Pleasure
Women / Girls who wish to savor
every moment in life and live free
Ease of handling,
Women Centric
Pleasure scooter.
What Scooty Pep
Ultralight with 99 colors to choose Ease to drive,
from lightweight
recommendations
would you give Anil Activa Family Scooter
Honda recall value
and build quality
on launching ‘
Pleasure’?
Outline your marketing strategy for
branding, positioning and communication
of Pleasure scooter. What recommendations
would you give Anil on launching ‘ Pleasure’?
To offset the influence of Scooty Pep (Preity Zinta
being the brand ambassador) another young celebrity
would add value as this would go along with the Value
Statement.
Highlighting the all Women showroom
Connecting with the women / girls through social
media, hosting a Q&A session
Promotional campaign at colleges
These would be additional communication along with
the more traditional one’s like Newspaper Ad’s, TV
Commercial’s and Radio Ad’s
Give your recommendation on whether to
go with feature-centric and/or attitude-
centric advertisements

Based on the above Branding, Positioning and

Communication, our recommendation would be to go
for both attitude centric advertisement’s and feature
centric as well.
Since we are talking about how women can express
themselves through this scooter at the same time to
forge a long-lasting relationship and to further
enhance the image of Hero (which has been known
for producing bike – sign of masculinity) the features
would be extremely critical. Like the usage of
composite material and engine performance. The
scooter the not as light as Scooty Pep (mostly using
ABS Plastic for body) and not as heavy as Activa (they
use steel for body). Pleasure use both to ensure
durability and ease of handling.