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