50719136 a Marketing Plan for TVS Scooty Pep Plus

8/11/2019 50719136 a Marketing Plan for TVS Scooty Pep Plus

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PRESENTATION

ON

PRODUCT AND BRAND MANAGEMENT

GROUP MEMBERS:

RAJU RANJAN ROLL NO. 25

MIKESH AGRAWAL ROLL NO. 26

SITESH MICHAEL KIRO ROLL NO. 27

IMRAN KAUSAR ROLL NO. 28

NAMITA ROLL NO. 29SHILPI KAPOOR ROLL NO. 30

RAHUL REGIS ROLL NO. 31

KUNJ VIKRAM ROLL NO. 32

XAVIER INSTITUTE OF SOCIAL SERVICE


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A MARKETING PLAN FOR

TVS SCOOTY PEP PLUS


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Mopeds and Scooterettes

Industry The Indian two-wheeler industry has come long way sinceits humble beginning in 1948 when Bajaj Auto started

importing and selling Vespa Scooters in India.

Since then, the customer preferences have changed infavour of motorcycles and gearless scooterettes that score

higher on technology, fuel economy and aesthetic appeal,

at the expense of metal-bodied geared scooters and

mopeds.

These changes in customer preferences have had an impact

on fortunes of the players. The erstwhile leaders have

either perished or have significantly lost market share,

whereas new leaders have emerged.


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Mopeds and Scooterettes

Industry If the metal bodied scooters have fallen out of the consumers' choice,

scooterettes have been climbing up the popularity charts lately.

These set of two wheelers are a hit among people over the age group of 45,

women and the young adults.

These two wheelers are lighter which makes them easier to handle, they come

with a digital ignition system to do away with the inconvenience of the kickstart.

They also have smaller wheels for better balance and maneuverability. They

cater to the load carrying and personal transport requirement of most urban two

wheeler user.scooterettes and moped segment amount for a quarter of the two

wheeler market share in India and about 8% of all the exports which takes place

from the country.

One company which has remained in the forefront of scooterettes and mopeds

manufacturing in the country is TV Sundram Iyengar and Sons Limited (TVS),

they were the first to launch an indigenous scooterettes in the Sub 100 cc

category in the year 1984. Incidentally the company had also launched a two-

seater 50 cc moped in the year 1980.


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Demand Drivers

The demand for two-wheelers has been influenced by a number of factors over

the past five years. The key demand drivers for the growth of the two-wheeler

industry are as follows:

Inadequate public transportation system, especially in the semi-urban and rural

areas.

Increased availability of cheap consumer financing in the past 3-4 years.

Increasing availability of fuel-efficient and low-maintenance models.

Increasing urbanization, which creates a need for personal transportation.

Changes in the demographic profile.

Difference between two-wheeler and passenger car prices, which makes two-

wheelers the entry level vehicle.

Steady increase in per capita income over the past five years.

Increasing number of models with different features to satisfy diverse

consumer needs.


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Journey of TVS Scooty

59.9 cc 2 strokesingle-cylinderair-cooledengine.

deliveringmaximumpower of 3.5

bhp @ 5500rpm.

fuel tank withthe capacity 3.5litres.

Scooty ES

74.6 cc 4 stroke single cylinder air-cooled engine.

maximum power -3.0 kw @ 6500

rpm.better mileage-result of auto-choke

for instant start, auto reserve fuel tapand power/economy mode.

safety and security features- sidereflectors, multi reflector headlamp,puncture resistant tyre, side standalarm etc.

Presence of hydraulic shock absorber-key factor for smoother riding.

sleek dual tone body withcomplementary colored mirrors,appealing body lining and 5 differenttypes of metallic colors.

Fuel tank capacity-5 litres.

Scooty Pep

90 cc 4 strokesingle cylinder aircooled engine.

Available in 99colours.

Max power risento 5 bhp @ 6500rpm.

Mileage - 60kmpl

Scooty Pep

Plus


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Unique features of PEP PLUS

Glow ring

Effortless centre stand

Utility box light

Socket mobile charger


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Levels of the Product

Augmented Product

Actual Product

Core

Product

Warranty for 2 yrs, 1st3 servicing

free, Meets Insurance requirements.

Trendy Colors,

Contemporary looks, Ultra

light model, 90cc engine

Ease of movement for girls.

Gives a feeling of freedom &

independence.


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PLC Stage

Time

Scooterette

Industry


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Strategies in the Growth Stage

Product: More focus is on the product, i.e improving its

features, style and quality.

Pricing: Value based pricing is done as the customers have

grown more & more value conscious.

Place: More & more showrooms are added to meet the

demand.

Promotion: Advertising is done not only to create product

awareness & interest among the mass but also to build

product conviction & purchase.


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Target market

Basis of segmentation Target segments

Gender Females

Age Youngsters 15-25 yrs

Income Middle income group

Profession Students, young working women.

Lifestyle Modern and Independent

Geographic area Urban and semi urban

Benefit Quality and economy


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SCOOTY PEP +, BAJAJ

KRISTAL

HERO HONDA PLEASURE ,

KINETIC FLYTE,

BAJAJ ACCESS, KINETIC

NOVA, HONDA DEO, HONDA

ACTIVA, KINETIC BLAZE,

YO BIKES AND ALL

GEARLESS SCOTERETTES.

Levels of OMPETITION

SAME PDS

OFDIFFERENT

CO.S

100CC MOTORBIKES,

SCOOTERS

MOPEDS.

LAPTOPS, HANDYCAM,JEWELLERIES, TOUR

PACKAGES, MOBILES, ETC


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Ansoffs Product matrix

MarketPenetration

MarketDevelopment

New ProductDevelopment

Diversification

Existing New

Existing

New

Product

Market

Scooty Pep

Plus


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DOG

QUESTION

MARK

CASH

COW

STAR

STRONG WEAK

RELATIVE COMPETITIVE POSITION

(MARKET SHARE)

BUSINESSGROWTHRATE

LOW

HIGH

BUSINESS PORTFOLIO MATRIX

Scooty Pep +


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Branding Strategy

From TVS Scooty ES to Scooty Pep and

then scooty Pep to Scooty Pep plus, is a line

extension branding strategy of TVS. Since there are a host of enhancements in

terms of style, design, colours and features,

from the old Scooty Pep model it has beenrenamed to Scooty Pep Plus.


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Pricing strategy

ECONOMY PENETRATION

SKIMMING PREMIUM

PRICE

LOW

HIGH

QUALITY

LOW HIGH

Tvs Scooty

Pep Plus


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Pricing Strategy Value pricing- This approach is used where external

factors such as recession or increased competition force

companies to provide value products and services to retain

sales.


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Geographical Pricing

City Base Price Ex-Showroom Estimated On

Road Price

Delhi

32,520

36,585

36,585

Chennai 30,436 34,240 37,896

Kolkata 30,782 34,630 39,980

Mumbai 32,011 36,012 41,010


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Supply &Distribution Strategy

TVS Motor Company has one of the mostextensive networks with over 500 dealers and

2500 customer touch points.

All the dealers are connected through the extended

network of SAP, ensuring operational efficiency.

Supply chain Management

Two plants- Hosur and Mysore

Suppliers are involved at every stage of productdevelopment.

TPM (Total Productivity Maintenance) JIT (just in

time) practices.


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Promotion Strategy

Celebrity endorsement- Preity Zinta Advertising:

Print ads

TV commercials

Hoardings

Internet ads

Public Relations:

TVS is running a driving institute Women on Wheels

(WOW) Institute to train the women riders to drive. Ifyou are at the age of 16 or above you can join this institute.

TVS charges Rs350 for this.

TVS scooty Teen diva contest for all teenager girls .


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COMPETITORS ANALYSIS

TVS PEP +KINETICFLYTE

HERO HONDAPLEASURE

BAJAJKRYSTAL

99 COLOURS

LIGHT WEIGHT

LOWEST SEAT

PRICE-

Rs.41,149

90 cc ENGINE

MOST FUEL

EFFICIENT

40-45 km/hour

5 COLOURS

BIGGEST AND

HEAVIEST

PRICE-Rs.45,833

125 cc ENGINE

LACKS FUEL

EFFICIENCY

MORE THAN 5

COLOURS

AVERAGE SEAT

STIFF RIDE QUALITY

PRICE-Rs.44,398

102cc ENGINE

QUITE EFFICIENT

COVERAGE

4 COLOURS ONLY

SEAT NOT LOWEST

PRICE-Rs.41,845

94.86cc ENGINE

55-60 km/hour

45 km /LITRE

COMPETITOR ANALYSIS


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Current strategies

TVS Scooty Broadens Horizons

with 'Balancing Wheels'

TVS Motor Company has broadened

the horizons of its TVS Scooty brandwith the launch of Balancing

Wheels, a unique and innovative

product that can be easily fitted on to

the Scooty. For the first time in the

history of the two-wheeler industry,

the company will be addressing a

never-before segment, ' those who do

not know how to ride, even a bicycle.


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BIBLIOGRAPHY

http://www.scootygals.com/

http://www.bajajauto.com

http://www.tvsmotor.in/

http://www.herohonda.com/Pleasure/

http://www.kineticsymflyte.com/


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THANKYOU

Documents

50719136 a Marketing Plan for TVS Scooty Pep Plus