TI Cycles

THE TASK AT HAND

To develop an overarching idea that holds individual ideas together while promoting each of the brands of TI Cycles to the specific target segment

THE METHODOLOGY

Analysing the product offerings

Arriving at the Ideas

MARKETING OBJECTIVES

FROM SELLING CYCLES TO SELLING CYCLING

PROMOTE TI CYCLES  BRANDS AS THE  MOST INNOVATIVE AND TECHNOLOGICALLY ADVANCED IN INDIA.

PROMOTE CYCLING AS A FUN, EASY, AND ENVIRONMENTALLY SAFE WAY TO GET AROUND THROUGH OUR BRANDS

Major Brands• BSA• Hercules• Track and Trail• Montra

Sub-Categories

• BSA Champ• BSA Ladybird• Hercules Turbodrive• Hercules Roadeo• Hercules Ryders

About BSA• BSA stands for style, fun and comfort. • There are several models catering to consumer segments

ranging from kids, ladies and other premium end customers.

• BSA Ladybird, BSA SLR, BSA Champ, BSA Mach are trendsetters and icons in their respective categories.

About Hercules• Hercules stands for strength and speed.• The range of Hercules Roadeo and Hercules MTB

Turbodrive have been pioneers in the bicycles category catering to the youth.

• The range of Hercules Ryders is for urban adults for them to ride towards a healthier, happier self.

• The Hercules Popular brand of "standard" bicycle is a market leader in the segment.

About Track & Trail• Track and Trail – retail brand for premium bikes – sole distributorship

arm – BMX, MTB range ( GT & Mongoose) plus other recreational bikes from ducati, canondale, biancchi etc

• It is the ultimate destination for everything in cycles - from the best of international bicycles and world-class accessories to a network of people with expertise on technology, performance and the intricacies of cycling..

About Montra• Indigenous brand from TI - faster, lighter and stronger than

any cycle every created in India, Montra brings international standard carbon frame bike for the first time in India.

• It is designed and manufactured ingeniously and is a part of the flagship range of TI cycles under Track and Trail.

• Montra, meaning “My Track” is the bike that lets you ride our your aspirations, that lets you choose your own path.

Overarching brand purpose/idea

Rationale/background

The Joy of Cycling

Brand Story

Cycles are entwined with our lives forever. They grow as we grow. A bond is developed with the consumer when the consumer first starts cycling. And TI with its varied offerings manages to stay relevant with the consumer at all stages of his life. When a kid is introduced to cycling, the journey starts with the JOY OF Learning with BSA Champ. Its is a gateway for the child to a new world of cycling. A stage at which he is learning all the time.

Brand Story (contd.)As the consumer grows, so does his/her wants. And at this point is where the consumer wants differentiated offerings. A young girl is opened to world of freedom and basically let free, when she is embarks on the journey with BSA Ladybird. She experiences the Joy of Freedom. A young boy on the other hand chooses from a list of options in accordance with his traits. There is Hercules Roadeo for the bold and fearless, Hercules TurboDrive for riding & beyond and there is Hercules Ryders for Being You.Track & Trail offers more than just cycling whereas Montra is completely a revolution to the industry. Whatever be your age, choice, personality, interest or work, we have cycles that spread joy in every stage of your life.

The big Idea : JOY

• BSA Champ : Joy Of Learning• Bsa Ladybird : Joy Of Freedom• Hercules Roadeo : Joy of Being Fearless• Hercules Ryders : Joy of Being You• Track & Trail : Joy of Finding more to Cycling• TI Cycles: Joy For You

The Big Idea: Wheels• Build up a emotional partnership between the consumer

experiences and the individual brands• Each cycle, each pair of wheels has a different and unique

story behind it which are drafted by the consumers• The idea is to bring these numerous stories together and

connect it on a single platform• For e.g. A Ladybird stands for Independence for some,

empowerment for some. For a Ladybird we can combine all such ideas under the single idea “Wheels of Freedom”

BSA Champ

• Idea: Joy / Wheels of learning• 0-8 years of age• You first ride• Everything from prams to cycles to mod bikes• People are introduced to cycling with BSA champ• A very important brand to cultivate loyalty for the company

as well as cycling

BSA Ladybird

• Idea: Wheels/Joy of freedom • 8 – 16+years of age• Feminine, easy to ride, independence & comfort• This is where the brand differentiates into male and female

offerings• Its is the stage where cycling becomes a integral part of a

your life in your social circle

Hercules Roadeo

• Idea: Wheels/Joy of Being bold, Being fearless• 6 – 16+ years of age• Fearless, adventure and sporty• This brand is very personality oriented• It develops a sense of fearless , boldness, skills

Hercules MTB Turbodrive

• Idea: Wheels for Everyone , For Riding, Go beyond• 8 - 16+ years of age• Fun, affordable, style, passion, adventure• As a brand it wants kids to go beyond just roads and

explore places, the city and adjoining areas• The smart looks and features goes well with their

adventure loving character

Hercules Ryders :

• Idea : Wheels for Being yourself, Being healthy and happy• Urban Adults: 16+ of age• Performance, Leisure Ride, Simplicity• Gives the rider the filtered out joy of cycling each day when

he goes for a ride• The bike can share the passion and dedication for cycling

with its riders

Track & Trail

• Idea: When there is More to Cycling• Target group depends on individual brands• The bikes are with their international features and parts

take cycling to the next level• Its for people whose passion for going out and exploring

places cannot be satisfied in a simple way• It’s a tool for those people to come together to share their

passion for cycling

Montra:

• Bringing a revolution to Cycling• Revolutionary, Premium, Feature Packed, Tough• Ingeniously built• Montra means “My track”• The brand has incorporated global standards in an Indian cycle