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Kinetic Zing Case Study
Kinetic Zing Case Study
Group 10
OVERVIEW OF COMPANY
Kinetic is a Indian brand. Kinetic was established in 1972 with the launch of Kinetic Luna. The brand which was once synonymous with Luna and gearless scooters. Later in 1985, Kinetic formed a joint venture with Honda to manufacture scooters in India. India's first gearless scooter KH 100. In 1997,powerful scooter Marvel but the product failed in the market. In 1998, Y2K complaint version of Kinetic Honda.
In 2002, Kinetic Nova and Kinetic Zing but both were not big hits. After the split up with Honda, Kinetic ventured into motorcycle manufacturing and launched Kinetic Challenger in 2002. In 2003, stunned the auto world by Kinetic Boss, GF170, City and Kinetic Velocity. Kinetic as a scooter brand has been laid to rest in 2008 after the take over by Mahindra & Mahindra. Kinetic group is still running strong with its businesses in automotive parts and as a supplier to Tata Motor's Nano project.(data of 2009).
Launching
We launched it in August 2002, and by March 2003, we had cornered a cool 20 per cent market share. Brand no 2 in category in first year.
Marketing challenge
10 years competition of TVS No product USP Consumer was attracted towards TVS Scooty
TARGET AUDIENCE
PROMOTION STRATEGY
ADVERTISEMENT DIPICTS USE AS A PARK BENCH TEACH GIRLFRIEND TO RIDE REACH THEATER ON TIME GIVE LIFTS TO GIRLS OR A BOY STAY OUT OF REACH OF MAMMA
MEDIA STRATEGY
Limited budget-Rs.2 crore Then also innovationBuzz and Contest across TV, Internet and Radio Media vehicle 1) Music channels- B4U,MTV 2) Everyday newspapers
Result
Pre Campaign 1) TVS Scooty- 70% 2) Bajaj Saffire and Spirit- 30% Post Campaign 1) Zing won 27 % market share 2) 135% market growth 3) TVS share decreased to 57% 4) Bajaj- 16%
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