Scooter and Motor Bike Marketing Plan

SCOOTERBrand Plan For TVS

CONTENT

DATA ANALYSIS

MARKET PERCEPTION

SWOT ANALYSIS

PRODUCT ANALYSIS

BRAND PLAN

CALENDAR

CONTENT

DATA ANALYSIS

MARKET PERCEPTION

SWOT ANALYSIS

PRODUCT ANALYSIS

BRAND PLAN

CALENDAR

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

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

What Is SellingDIO 6,532

FACINO 2,662

RAY-Z 2,011

AVIATOR 1,550

WEGO 497

JUP 203

YTD 16-17

CONTENT

DATA ANALYSIS

MARKET PERCEPTION

SWOT ANALYSIS

PRODUCT ANALYSIS

BRAND PLAN

CALENDAR

SWOT AnalysisScooter Range

Strengths

Range

Growing Network

Quality and Competitive Pricing

High Retention of Product

Distinct Products & Features

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

Opportunities

Unisex appeal of Scooter

Variety of preferences

Limited Products’ Domination

Upcoming Towns

Growing Market of Scooter

Threats

Political Instability

Market Fluctuations

Weather/ Natural Disasters

High Product Entry and limited scope for penetration

Brand Conscious Crowd

CONTENT

DATA ANALYSIS

MARKET PERCEPTION

SWOT ANALYSIS

PRODUCT ANALYSIS

BRAND PLAN

CALENDAR

Market Protagonist

Zest 14%

Wego 64%

Jupiter 21%

W

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?

Key Observation

WEGO: Loved by ALL

JUPITER: Potential to GROW

ZEST: Preferred in CORPORATES & by PRICE CONSCIOUS CROWD

(especially in towns like Birtamod & Terai)

CONTENT

DATA ANALYSIS

MARKET PERCEPTION

SWOT ANALYSIS

PRODUCT ANALYSIS

BRAND PLAN

CALENDAR

WegoStrengths and Weaknesses

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

Wego’s Weakness

Mileage Delivery

Fuel Tank Capacity

Style (front)

Dim Head-lights

Heavy

JupiterStrengths and Weaknesses

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

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

ZestStrengths and Weaknesses

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

Zest’s Weakness

Shape

Small Size

Low Product Awareness

Low Interaction with TG

Only focused in limited market

CONTENT

DATA ANALYSIS

MARKET PERCEPTION

SWOT ANALYSIS

PRODUCT ANALYSIS

BRAND PLAN

CALENDAR

Brand PlanMedia and Offline

Way Forward!

Generate engagement via all mediums

Identification the 5 each of PRIME and POTENTIAL SCOOTER MARKETS

MARKETS

Product Positioning

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

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

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

Market IdentificationThe Valley and Outside

Prime Five

Valley

Pokhara

Dharan

Narayanghat

Birtamod

Focused Five

Damak

Bhairahawa

Itahari

Parsa

Dhangadi

CommunicationIn the Market

Communication Theme

Internationally Recognized Product Range with MASS

APPEAL

Communication Objective

Product Establishment

Constant Visibility + Persuasion

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!&!

Media Projection

Modern, Youthful, and Dependable, and for everyone

Advanced Technology

Efficiency, and car-like experience

International Credentials

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

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

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

CONTENT

DATA ANALYSIS

BRAND PLAN

MARKET PERCEPTION

Calendar

Activity Plan

MonthsAugust

September October

November December

1ATL_BTLNational

+ Prime Five

+ Focused Five

2Special Events

NADA Teej

Miss Lekhnath Dashain

Sponsorships

3

END OF PRESENTATION!Beginning of Discussions