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TVS Scooty : A Marketing Success Story

By:Anurag Shrivastav(09003)Khan Arqam Saifullah(09011)MMA Inayat Khan (09015)Gaurav Thakur (09008)Degaonkar Vinay (09006)

A Study on

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Preview

Brand Facts

Strategy- Key Positioning Campaigns

Advertising Analysis

Critical Aspects

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Brand Facts

Target Customers in 1993

Initially, TVS Scooty was introduced targeting upwardlymobile young male executives because

They look for latest style and rejects product

used by his father They look for more convenience and youth

oriented brands

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StrategyKey Positioning

1994 - its a Scooty, not a scooterPositioned as a new category of vehicle 1995-96 Dream Machine 1996-97 At home in the city

Urban convenience aspect highlighted

1997-98 - Cool and EasyTo blend the attitude of youth (Cool) withconvenience of the scooter (Easy)

1999 2007 First LoveA fundamental first vehicle value

2010 - Go Babilicious

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Campaign 1

Targeting upwardly mobile young

executives

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Campaign 4 Cool and Easy

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1998 TVS Scooty- First Love

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2004 Scooty Pep

Awrded Outstanding Design Excellence Award for Pep

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2008- Ltd edition wimbledon series Pep+

Designed to be a tribute to women with a sportyattitude

agreement with the All England Lawn Tennis and Croquet Club to bean official licensee

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2006 Pink : ltd edition model

]

Thoughtful accessories such as the glow-ring aroundthe key-hole, lit luggage compartment and the mobilecharger socket with Preity Zinta as brand ambassador

http://en.wikipedia.org/wiki/TVS_Scootyhttp://en.wikipedia.org/wiki/TVS_Scooty

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2008- Scooty Teenz Electric

Recognizing special needs of the young Indian woman on the roadScooty Teenz Electric incorporates design elements such as large utilityand storage spaces, a mobile phone charger and a low battery chargeindicator.

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2009- TVS Streak Tough and Trendy

features LED tail lamps, external fuel filling and an easy-to-use canterstand: making it specifically designed for the young woman

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99 Colors Scooty Pep+

New concept introduced for the first time

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2010 Go Babilicious Campaign

Series of creative ads as part of the campaign - Lauded asone of the most creative ad campaigns

The idea does its job wellAn all-new way to hawk the colourful scooties more as afashion accessory rather than just a 2 wheeler

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M TV Teen Diva

The association with a youth-oriented MTV series isbelieved to reinforce Scooty's position in the minds of thetarget consumer.

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Scooty in Bollywood

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Analysis

1994 targeted for male but purchased

by girls only

2006 Targeted totally for girls but ignored

masculine in females Housewives dislike their husband riding Scooty General personality of girls changed (Saree to salwar

suit to Jeans)

Female preferred to exhibit aggression

l

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Critical aspects

Competitive pricing - various products available in market atcompetitive prices

Tech improvement technologically more advanced andpowerful vehicles like Honda Activa, Aviator, Kinetic Nova andSuzuki Access125 eating into the pie

Similar positioning by Hero Honda Pleasure targeting youngfemale

Electric 2 wheeler segment - YO Bike

YO bike

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Thank You