MARKETING

MARKET STRATEGY

 A marketing strategy is a process that can allow an

organization to concentrate its limited resources on the
greatest opportunities to increase sales and achieve a
sustainable competitive advantage.
 Types of strategies

Every marketing strategy is unique ,There are a number of ways of

categorizing these generic strategies. A brief description of the most
common categorizing schemes is presented below:

 Strategies based on market dominance - In this scheme, firms are

classified based on their market share or dominance of an industry
 Porter generic strategies - strategy on the dimensions of strategic
scope and strategic strength. Strategic scope refers to the market
penetration while strategic strength refers to the firm’s sustainable
competitive advantage.
 Innovation strategies - This deals with the firm's rate of the new
product development and business model innovation.
MARKET STRATAGIES FOLLOWED BY
TVS

 1. Star and Apache - key volume drivers

 2. Brand Building – focus to sustain
 3. Trying to capture the Imagination of people - TVS Motors
launches seven products in one go
 4 . Customer Satisfaction And Quality
 5 . Research And Development
 6 . Increasing Nationwide Network And Reach
 7 . Creating goodwill in the market- Serving the society
 Economic development
 Health
 Infrastructure Development
 Education and Literacy
CONTINUE…

 8 . Changing Technology when needed

 9. Launch goods carrier, gearless scooter
 10.Taking women on a ride
THE MAJOR PRODUCTS

MOTORCYCLES

 TVS Apache RTR 180/160

 TVS Flame (125cc)

 TVS starCity (110cc)

SCOOTERS

 TVS scooty Teenz Electric

 TVS scooty WEGO

 TVS XL (60 cc)

THREE WHEELER PROJECT

 TVS Auto Rickshaw

 Investment of about Rs. 50 crore in phase I, it will cater to both passenger and
cargo segments.  
 The company expects higher margin and low competition in three – wheeler
business as compared to its two – wheeler business/
 Three – wheeler sales have grown at a CAGR of 7% over the last 9 years to
2.26 lakh units FY 05, and are expected to grow at the same rate for the next
five years.