Gitanjali Kahaly Shobhit Kansal Ranjit.v Sunil Shetty Abhinav Nair Bimal

Promoted by murugappa chettiars in 1949. Collaboration with Hercules brand and motor co. of UK. Started with assembly of Hercules brand.

Plant at Ambattur in Chennai. Promoted as LIFE COMPANION for office goers and workers. The plant at Ambattur was organized in five module: I. Standard II. Blazed special III. Home welded IV. Export V. Rim

Collaboration with Hercules cycles & motor co. of UK.

Refer page no. 53 of kotler

Refer page no. 35 of kotler

0 Product ideas- company and competitor data. 0 Data from in-company and external secondary

sources.

Refer page no-64 of kotler

Both BSA and Hercules was segmented into:0 Specials 0 Standards

0 First MTB 0 First Geared bike 0 First Shox model 0 First girls bike 0 First kids bike 0 First Roadster 0 First carbon frame bike 0 Introduction of BSA Hercules stores

UP-MARKET STRETCH : TI has introduced 14 types of special cycles for highincome individuals.DOWN-MARKET STRETCH : TI cycles have introduced only 1 type of standard segment cycle for low-income group. CONCLUSION : From this we can conclude they concentrate up-market stretching rather than down-market stretching.

Refer page no-325 of kotler

FORM : B.S.A associated with looks & style FEATURES : Provided features like gear and shox for BSA easybike and Hercules universe PERFORMANCE QUALITY : TI cycles has deferent performance levels according to stander and special segment RELIABILITY : The Specials segment was considered highly reliable STYLE : Had an exclusive range of cycles for style (BSA)Refer page number 319 of kotler

ORDERING EASE : Ordering of cycles were made easy through online. DELIVERY : Free delivery of cycles ordered through online. CUSTOMER TRAINING : Trained mechanics were appointed to educate customers on geared type cycles. MAINTENANCE & REPAIR : TI cycles include full professional fitting & 90 days free routine maintenance.

Refer page no-319 of kotler

PRODUCTMIX WIDTH PERFORMANCE HERCULES UNIVERSE HERCULES MTB STYLE BSA DIRTGRINDER BSA EASYBIKE

HERCULES FSTHERCULES ROCKSHOX Y205, Y201 HERCULES TOP GEAR HERCULES CANNON

BSA SLRBSA TRAILBLAZER BSA STREETCAT

Three brands 0 BSA (associated with style and looks)0 Hercules (associated with strength, ruggedness, and

toughness)

0 Montana (life style)

RecommendationsSatnav stand and device. Focus on special segment. Serious consideration of export. Regenerate interest. Focus on cycle for handicapped people. Low cost E-bikes.

Thank you!!