Scooter and Motor Bike Marketing Plan
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Transcript of Scooter and Motor Bike Marketing Plan
![Page 1: Scooter and Motor Bike Marketing Plan](https://reader036.fdocuments.in/reader036/viewer/2022081505/5883987d1a28ab2b568b5a6d/html5/thumbnails/1.jpg)
SCOOTERBrand Plan For TVS
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CONTENT
DATA ANALYSIS
MARKET PERCEPTION
SWOT ANALYSIS
PRODUCT ANALYSIS
BRAND PLAN
CALENDAR
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CONTENT
DATA ANALYSIS
MARKET PERCEPTION
SWOT ANALYSIS
PRODUCT ANALYSIS
BRAND PLAN
CALENDAR
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Scooter MarketG
rowt
h in
%
0%
10%
20%
30%
40%
Year12-13 13-14 14-15 15-16 16-17 (Apr-Jul)
11%
26%
39%38%
15%
SCOOTER
This is in-respect to the overall two-wheelers’ market
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Key Players
HONDA 57%
YAMAHA 23%
HERO 11%
TVS 5%
SUZ 4%
MAH 2%
Honda 20,478_Dio 17032
Mah 832
Hero 4,132_Dash 3538
Yamaha 8,360_Ray Z 5337_ Facino 3023
Suz 1,521
TVS 1,735_ Wego 946
YTD 15-16
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What Is SellingDIO 6,532
FACINO 2,662
RAY-Z 2,011
AVIATOR 1,550
WEGO 497
JUP 203
YTD 16-17
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CONTENT
DATA ANALYSIS
MARKET PERCEPTION
SWOT ANALYSIS
PRODUCT ANALYSIS
BRAND PLAN
CALENDAR
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SWOT AnalysisScooter Range
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Strengths
Range
Growing Network
Quality and Competitive Pricing
High Retention of Product
Distinct Products & Features
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WEAKNESSES
Not Selling ‘the Experience!’
Brand Perception and Finance Facility
Product Awareness, Visibility & communication including SM
Late Reaction and no product introduction in the market
Limited Awareness about spares (perceived high), service and network,
low resale value
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Opportunities
Unisex appeal of Scooter
Variety of preferences
Limited Products’ Domination
Upcoming Towns
Growing Market of Scooter
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Threats
Political Instability
Market Fluctuations
Weather/ Natural Disasters
High Product Entry and limited scope for penetration
Brand Conscious Crowd
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CONTENT
DATA ANALYSIS
MARKET PERCEPTION
SWOT ANALYSIS
PRODUCT ANALYSIS
BRAND PLAN
CALENDAR
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Market Protagonist
Zest 14%
Wego 64%
Jupiter 21%
W
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Market Perception!TVS has scooter?
Where are your showrooms?
Any special features? What are the specification?
I never see much ads, or boards!
Is finance available?
No resale value! Spare parts are not easily available!
Spare parts are expensive!!
Service centres are so rare
TVS?
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Key Observation
WEGO: Loved by ALL
JUPITER: Potential to GROW
ZEST: Preferred in CORPORATES & by PRICE CONSCIOUS CROWD
(especially in towns like Birtamod & Terai)
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CONTENT
DATA ANALYSIS
MARKET PERCEPTION
SWOT ANALYSIS
PRODUCT ANALYSIS
BRAND PLAN
CALENDAR
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WegoStrengths and Weaknesses
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Wego’s Strengths
Built: Metal Body, body balance, spacious, combi-breaks
Design: Sleek, Unisex Appeal, 12-inch alloy wheels, tubeless tyres
Colour Options: Funky Dual and Mono-tone Colours
Digital: Fully digital indicators
Market Reception: Well received in Nepali market
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Wego’s Weakness
Mileage Delivery
Fuel Tank Capacity
Style (front)
Dim Head-lights
Heavy
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JupiterStrengths and Weaknesses
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Jupiter’s Strengths
Experience: Power, smooth riding experience, well-defined indicators
Design: Masculine Appeal, external fuel-filling, alloy wheels, spacious
Space and Technology: Spacious, with pass-by switch, econometer
Mileage: Best-in-class Mileage, i.e. 62 ltrs.
International Credibility: Repeatedly awarded -the Scooter of The Year
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Jupiter’s Weakness
Body Shape and low fuel capacity
Dull Colour Options
More Masculine Appeal, thus women prefer less
Low Product Awareness
Limited media exposure
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ZestStrengths and Weaknesses
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Zest’s Strengths
Built: Fast pick-up, large storage
Design: Youthful Appeal, chic design, external fuel-filling, led-lights
Colour Options: Funky Colours
Corporate Appeal: Preferred by corporates in Nepali Market.
Weight: Feather light, easy to handle
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Zest’s Weakness
Shape
Small Size
Low Product Awareness
Low Interaction with TG
Only focused in limited market
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CONTENT
DATA ANALYSIS
MARKET PERCEPTION
SWOT ANALYSIS
PRODUCT ANALYSIS
BRAND PLAN
CALENDAR
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Brand PlanMedia and Offline
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Way Forward!
Generate engagement via all mediums
Identification the 5 each of PRIME and POTENTIAL SCOOTER MARKETS
MARKETS
Product Positioning
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Wego’s Positioning
TG: 25+ F & M
Scooter
for
Everyo
ne!
For Fun-Fille
d
Activit
ies
STAR of the Range
In All Media For MAX. Visibility
Impression GeneratingExposures
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Jupiter’s Positioning
TG: 30+ M
Scooter
with
Responsib
ility
For Matu
red,
settle
d, and
stable
ones
Multi-Utility Scooter
In MATURED Media
Car Like Experience
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TG: 18+
Scooter
for
Young, Chic
and Vibran
t!
For Fun,
Style,
&
Peppines
s
Also For Corporates &
Price Conscious
In DTA, Mags,Youth
Programs and Media
Cute, Light, Feature-filled
and Affordable
Zest’s Positioning
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Market IdentificationThe Valley and Outside
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Prime Five
Valley
Pokhara
Dharan
Narayanghat
Birtamod
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Focused Five
Damak
Bhairahawa
Itahari
Parsa
Dhangadi
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CommunicationIn the Market
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Communication Theme
Internationally Recognized Product Range with MASS
APPEAL
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Communication Objective
Product Establishment
Constant Visibility + Persuasion
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Communicative Phases
Product Introduction!
Know us more!!
1Hey! We have
best of options for EVERYONE
of you! Come try them!
2We have this
STAR PRODUCT and we have best line up!
Come buy them!
3!&!
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Media Projection
Modern, Youthful, and Dependable, and for everyone
Advanced Technology
Efficiency, and car-like experience
International Credentials
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Rising Awareness
Comparison of the models with competitors
Focus on key specifications that the range offers
Mass Representations
Will talk about finance, spares and service issue, network
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Communication Route!
Ads, BTL Presence, Product
Coverages, Word of Mouth
1Ads, BTL Presence,
Reviews, Test Rides,
Exchange, Schemes
2Product’s
Regional Focus + 1 + 2
3
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Communication Method
Key markets to have mix of range and leading product
Every month, weekly exposure in print, and regular exposure in motion media
Social Media Exposure
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CONTENT
DATA ANALYSIS
BRAND PLAN
MARKET PERCEPTION
Calendar
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Activity Plan
MonthsAugust
September October
November December
1ATL_BTLNational
+ Prime Five
+ Focused Five
2Special Events
NADA Teej
Miss Lekhnath Dashain
Sponsorships
3
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END OF PRESENTATION!Beginning of Discussions