MARKSMEN 2010

Rahul Tabhane (09689947224), JBIMS Mumbai

Snehal Mahadik (09967664573), JBIMS Mumbai
About TVS….
 3rd largest two wheeler manufacturer in India
 Amongst the top 10 in world
 Annual Turnover > 1 billion $ (2008-09)
 Highly profitable, Socially responsible
 Prestigious Deming Prize winners
TVS Mantra to stay ahead….
 Products which can provide –
High value for money
Environment friendly
High quality
 Prosperity of employees, dealers & suppliers
 Continuous Innovation
 Customer Interaction
 Quality in systems, processes & operations

3
 Scooty Range….
 Domestic Range
Scooty Streak
Scooty Pep+
Scooty Teenz
Scooty Teenz Electric – Go green – It’s your turn now

 International Range
Scooty Streak
Scooty Pep+
 Major Competitors….
 Honda – Activa
 Honda – Pleasure
 Honda - Dio
 Bajaj - Kristal
 Mahindra – Rodeo
 Mahindra – Flyte
 Mahindra – Duro
TVS Scooty journey….
Chasing Being
Dreams Independ
ent

Havin More
g Fun Option
Increa s
Being
* Click on each box to link to a video
TVS’s focus on selling Scooters
to females….
 Leader in the young women segment
 Leveraged on the emotional quotient –
‘Chance to chase their dreams’
 Targets the young single women and in
keeping with the changing preferences
TVS’s focus on selling Scooters
to females….
 Marketing communication emphasis -
Scooty girl, her personality
 Technology used to deliver greater value
through new offerings
 Latest advancements in the field of
technology is the way
Objectives of Case….
Female Consumer Market

Understanding Female Consumer Behavior

Communication Strategy for TVS Scooty

Female Consumer Overview….
 Largest market opportunity in the world
 Dominant buying power
 Drivers of world economy
 Yearly earnings of 13 trillion $, could reach 18
trillion $ in next 5 years
 Control 20 trillion $ in annual consumer
spending

10
Female Consumer Overview(Contd.)….
 Feel vastly underserved
 Companies failed to explore this potential
market segment
 Marketing narratives promote female
stereotypes

11
Understanding the Woman
Consumer and her use of
technology….
Research Methodology….

Consu Dealer Mecha Interne

mer s nics t
Resear Resear Resear Resear
ch ch ch ch
Female Consumer Research….
 Basic questionnaire for consumer
research
 Total Respondents : 190
 Areas covered
Mumbai,Thane, Pune, Bangalore,
Hyderabad, Bellary
 Age Group : 17 to 52 years
 Students, Working Prof, Housewives

14
Female Consumer Research(Contd.)….
Age Wise Distribution(%)

12.63

17-20
21-25
47.89 25 & Above

39.47

15
Female Consumer Research(Contd.)….
Profession Wise Distribution
1.58

18.95

Student
Working Professional
House wife

79.47

16
Female Consumer Research(Contd.)….
Source of Information about 2 wheelers
90.0
83.7
80.0

70.0

60.0

50.0

40.0 37.9

30.0

20.0
15.3
11.1 8.9
10.0

1.1
0.0
Print/TV Ad Relatives/Friends News 2 wheeler Website Other
Dealers
17
 Female Consumer Research(Contd.)….
Factors behind Purchase of 2 wheeler
80.0

70.0
69.5

60.0

50.0

40.0
39.5

30.0

20.0 18.4

10.0 6.3 6.3

3.7
0.0
For Independence Style Quotient Status Symbol Celebrations Promotions
transportation
18
 Female Consumer Research(Contd.)….
Factors considered while buying
90.0

80.0 76.8
70.0 65.3
60.0
58.9 57.4 57.4
52.6
50.0 47.9
40.0 37.4 35.3
30.0

20.0 15.8 17.4 13.2

10.0

0.0
e ur e y rt ht d y t
ce ce rs
ic o g et fo g an g os i ffe
P r ol ea af om ei r lo C p a rv
C il S W B no e S e lO
M C c h nc e S
na
e a ag es io
/T te
n
gg al ot
es ai
n L u rS m
tur M fte P ro
a A
Fe
19
Female Consumer Research(Contd.)….
How comfortable Women are using
technological products(%)
4.21
9.47

Comfortable
Not Comfortable
Others

86.32

20
Female Consumer Research(Contd.)….
Pay extra for technology(%)
60.0
54.2
50.0

40.0
38.9

30.0

20.0

10.0
6.8

0.0
Yes No Others
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Female Consumer Research(Contd.)….
 Findings of Survey
Print/TV ad is the major source of information for
women
Positive Word of mouth from relatives/ friends is
also considered sometimes
Transportation & being independent are primary
reasons behind purchase of 2 wheelers
Price, color, mileage, safety, comfort, weight are
the factors considered while buying
Promotional offers does not influence decision to a
great extent
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Female Consumer Research(Contd.)….
 Findings of Survey
Though majority of women are OK with technology
not many of them would like to pay extra for it
In cities, women prefer owning a 4 wheeler than a
two wheeler
Too many models confuse the consumer
Frequent addition of features to existing models
make customer feel his model outdated

23
Dealer Research….
 Dealers surveyed
Sai point Automobiles Pvt Ltd (Authorised
dealer of Honda motors)
Ashwini Motors ( Authorised dealer of TVS
motors)
Kalpana Motors
Shree Automobiles
Shweta Motors

24
Dealer Research(Contd.)….
 General Questionnaire
Most selling 2 wheeler amongst women
Factors women look into while buying
2 wheeler with most market awareness/recognition
Company with best after sales service
Availability of models & promotional schemes
Effect of advertising/ promotions on buying
behavior
Customer complaints regarding 2 wheelers
Any design innovation required

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Dealer Research(Contd.)….
 Observations
75% consumers have Honda Activa as first choice
TVS Scooty is No 2 selling two wheeler
Consumers give more emphasis on metal body &
weight
Multipurpose use for all members of family
Word of mouth is the biggest source of information
Scooty more preferred by students
Out of 99 colours, only 6-8 colours of scooty in
demand creating inventory problem
Scooty is light in weight, skids easily and thus more
risky to drive
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Mechanics Research….
 ‘99 colours’ offering - accessories of a specific colour
not readily available and difficult to stock
 After sales and maintenance service at authorized
dealers not satisfactory
 As compared to Activa, Scooty requires early and
more frequent servicing and repairs
 Scooty not suitable for double seat drive as light in
weight
 Average life of Scooty is less than that of Activa
Mechanics Research(Contd.)….
 Fibre body perceived as weak as compared to metal
body
 Improper balance and skids easily
 Not suitable for long distance running
 Company should not go for digital control systems as
maintenance is expensive
 Need of a broader, heavier and metal body model for
better balancing and to make it for use by all
Internet Research….
What Women Want?
No
Need to complicated
be fulfilled technology

Value for Not so time

Money consuming
Communication Strategy
for TVS
Currently incorporated
innovations….
 First time riders
Easy to Ride
Scooty Institute - 'Women on wheels '
program
Balancing wheels
Know your signs
 Easy to buy (4 steps)
Currently incorporated
innovations….
 99 colours – customize your Scooty
 In design
Trendy features
 Mobile Charger
 Hand bag hook
 External fuel tank fill
 Easy centre stand
 Lockable glove box
 Style – Lamps
 Light weight body
 Glow around the hole
Currently incorporated
innovations….
Tough Features
 Litech Engine
 Powerful headlamps
 Anti – skid tyres
 Etra – comfort seating
 Hydraulic shock absorbers
 Under – seat storage (helmet)
 Abs Panel
Currently incorporated promotions….
 Clear positioning and segmentation
 Website - www.scootygals.com
 ‘Scooty Teen Diva’ contest
 Cool Wall Papers
 Screen Savers
 Tough and Trendy features
 TVS Smiles Forever Program
Communication Strategy for
TVS Scooty to be used….
Objective
 Brand awareness amongst teenagers
 Clear value proposition - what unique
Scooty can offer
 Value for money invested in innovation and
added features
Communication Strategy for
TVS Scooty to be used….
Strategies
 Merchandising (Seasonal) – raincoats,
sweaters, caps, gloves, sun protection
coats, glares, etc.
 ‘Design your own Scooty’ contest
 ‘Best innovative feature to be added to your
Scooty’ contest
 Communication Strategy for
TVS Scooty to be used….
 ‘Help develop your Scooty’
Suggestions
Improvements
 Doubts handling before the purchase
decision – add to ‘Easy to buy’ section
 At the dealers’ shops, keep suggestion boxes
for improvements
 Do you own one??’ campaign
 Communication Strategy for
TVS Scooty to be used….
 ‘Chase your dreams contest’ – offering
scholarships to girls
 ‘The Scooty Speed’ – racing contest
 Some video games based on the Scooty
model
 ‘What is your star sign’ – design variety can
be introduced
 Competition like ‘Roadies’
 Communication Strategy for
TVS Scooty to be used….
 Improved visibility and relevance through the
program, ‘Scooty Teen Diva’
 ‘‘Your personal guide’ to maintain Scooty
 Blogs to express your feelings
 Strong dealers interface for personal selling
of Scooty
 Street displays and road shows
 Communication Strategy for
TVS Scooty to be used….
 Sponsoring sports and fashion shows
 Case study competitions in colleges
 Movies and serials with Scooty as backdrop
 Ad slots in between prime time programs
  
Innovations in design that can
be made….
 Pet space
 Open rack for – bags, books, shopping bags,
ipods, vegetables and fruits
 Feature to help ride Scooty in high heels
 Product for girls with a tom boy attitude
  
The Great Move….
 Introduction of WEGO - to beat Activa, as
this is a multi user friendly scooter with body
balance technology
  
Road Ahead….
 Product specifically designed and promotion
strategies devised to capture

Rural markets
Tier - II
 
TVS Scooty Layout….
Thank
You….