PRESENTATION

ON

PRODUCT AND BRAND MANAGEMENT

PRESENTATION

ON

PRODUCT AND BRAND MANAGEMENT

GROUP MEMBERS:

RAJU RANJAN ROLL NO. 25MIKESH AGRAWAL ROLL NO. 26SITESH MICHAEL KIRO ROLL NO. 27IMRAN KAUSAR ROLL NO. 28NAMITA ROLL NO. 29SHILPI KAPOOR ROLL NO. 30RAHUL REGIS ROLL NO. 31KUNJ VIKRAM ROLL NO. 32

XAVIER INSTITUTE OF SOCIAL SERVICE

A MARKETING PLAN FOR TVS SCOOTY PEP PLUS

Mopeds and Scooterettes Industry

• The Indian two-wheeler industry has come long way since its humble beginning in 1948 when Bajaj Auto started importing and selling Vespa Scooters in India.

• Since then, the customer preferences have changed in favour 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.

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 kick start.

• 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.

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.

Journey of TVS Scooty

Unique features of PEP PLUS

• Glow ring

• Effortless centre stand

• Utility box light

• Socket mobile charger

Levels of the Product

Augmented Product

Actual Product

Core Product

Warranty for 2 yrs, 1st 3 servicing free, Meets Insurance requirements.Warranty for 2 yrs, 1st 3 servicing free, Meets Insurance requirements.

Trendy Colors, Contemporary looks, Ultra light model, 90cc engine

Trendy Colors, Contemporary looks, Ultra light model, 90cc engine

Ease of movement for girls. Gives a feeling of freedom & independence.

PLC Stage

Time

Scooterette Industry

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.

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

SCOOTY PEP +, BAJAJ KRISTAL HERO HONDA PLEASURE ,KINETIC FLYTE,

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.

BAJAJ ACCESS, KINETIC NOVA, HONDA DEO, HONDA ACTIVA, KINETIC BLAZE, YO BIKES AND ALL GEARLESS SCOTERETTES.

Levels of COMPETITION

SAME PDS OF

DIFFERENT CO.S

100CC MOTORBIKES, SCOOTERSMOPEDS.

100CC MOTORBIKES, SCOOTERSMOPEDS.

LAPTOPS, HANDYCAM, JEWELLERIES, TOUR PACKAGES, MOBILES, ETC

LAPTOPS, HANDYCAM, JEWELLERIES, TOUR PACKAGES, MOBILES, ETC

Ansoff’s Product matrix

Existing New

Existing

New

Product

Market

Scooty Pep Plus

DOG

QUESTION MARK

CASH COW

STAR

STRONG WEAK

RELATIVE COMPETITIVE POSITION (MARKET SHARE)

BU

SIN

ESS

GR

OW

TH

RA

TE

LO

W

H

IGH

BUSINESS PORTFOLIO MATRIX

Scooty Pep +

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 been renamed to Scooty Pep Plus.

Pricing strategy

PRICE

LOW

HIGH

QUALITY

LOW HIGH

Tvs Scooty Pep Plus

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.

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

Supply &Distribution Strategy• TVS Motor Company has one of the most

extensive 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 ManagementTwo plants- Hosur and MysoreSuppliers are involved at every stage of product

development.TPM (Total Productivity Maintenance) JIT (just in

time) practices.

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. If you 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 .

COMPETITOR’S ANALYSIS

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

Current strategies

TVS Scooty Broadens Horizons with 'Balancing Wheels'

TVS Motor Company has broadened the horizons of its TVS Scooty brand with 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.

BIBLIOGRAPHY

http://www.scootygals.com/

http://www.bajajauto.com

http://www.tvsmotor.in/

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

http://www.kineticsymflyte.com/

THANKYOU