Identifying the Communication

Strategy for the Scooter

Segment
 Conclusion
Qualitative Analysis
Stochastic Share Analysis
SWOT Analysis
Jaccard Analysis
Respondents preference for metal bodied scooter
Respondents keen to try a new TVS product
Medium of Communication
Role of Influencer
Association with Brand Ambassador
Brand Personification
Perception of TVS
Brand Awareness
Comparative Analysis – TVS v/s Scooter Segment
Socio-Economic Classification of the Respondents
Factor Analysis
Sample Statistics
Data Collection
Key Information Areas and Variables
Research Objectives
Marketing Objective

C o n te n ts
 Marketing Objective

Identifying the communication strategy

that appeals to the consumers of the
scooter segment for the brand TVS
 Research Objectives

Can TVS leverage its brand identity in the

scooter market by extending the Scooty
Brand/ product portfolio?

Evaluate customer expectations from

scooters/ Scooteretts on certain parameters.

Evaluating the possibility of success of a

new scooter from TVS in relation to the
competition.
 K e y In fo rm a tio n A re a s a n d V a ria b le s

Product Performance


– Mileage/efficiency, power , comfort

and convenience
Brand Image


– Reliability, Style (high/low), TVS vis-à-

vis Honda, Hero Honda, Suzuki
Purchase Intention


– Frequency of use, purpose of use

–
 K e y In fo rm a tio n A re a s a n d V a ria b le s

SEC


– Income, age, sex, education, profession

Awareness


– spontaneous/top of mind, share of

mind/share of heart
Product specs


– luggage space, engine type, affordability,

robustness
Role of influence


– Peer/family pressure and celebrity

endorsements/ advertisements
 D a ta C o lle ctio n

 Primary Research : via questionnaires from

§ Scooter/Scooterette owner
§ Individuals seeking to purchase a new scooter
§ Individuals who have driven scooters in last 1
year
§
 Secondary Research
• Newspaper Articles
• Literature Review
• SIAM
• Business Standard



 S a m p le S ta tistics

• Sample of 102 respondents (out of which 7

were rejected)
• Both in person and online
• The Demographic details of the
respondents
 C la ssifica tio n o f th e R e sp o n d e n ts

All data in number of respondents

 Preference for Scooters : Factor
Analysis
Factors
Usefulness Reliability, ease of use, mileage, utility,
Appeal comfort, affordability
Masculinity, youthfulness, style
Dependability Power, Safety

Preference for Scooterettes : Factor

Analysis
Factors
Usefulness Reliability, ease of use, utility, youthfulness,
Efficiency comfort,
Mileage, affordability,
Style, Power safety
Macho Image Masculinity
 Preference for Bikes : Factor
Analysis
Factors
Usefulness Safety, ease of use, mileage, utility, comfort,
Appeal affordability
Power, youthfulness, style
Sturdiness Reliability, masculinity
Purchase Decision of Scooters : Factor Analysis
Factors
Robustness Power, Masculinity, Acceleration, Innovation,
Value for money style, status symbol
Maintenance cost, Working Life,, mileage,
Trust worthiness affordability,
Performance, working lifesafety, comfort, ease
reliability,
After Sales service of use
Guarantee, spare parts availability, service
Features network
colors available, engine capacity, seating space,
storage space
 Brand TVS: Factor Analysis
Factors
Usefulness Mileage, utility, comfort, style, reliability
Robustness Power, Safety, Masculinity
Value for Money Affordability, youthfulness
Simplicity Ease of use
Comparative Analysis – TVS v/s Scooter Segment

Based on respondents’ perception of the Scooter segment vis-à-vis TVS

on the given parameters.
The data represents the mean score for scooter segment and
TVS
 Brand Awareness: Top of Mind (Overall)

All data in number of respondents

rand Awareness: Top of Mind (Gender Classification)

All data in number of respondents

 Brand Awareness: Spontaneous (Overall)

All data in number of respondents

rand Awareness: Spontaneous (Gender Classification)

All data in number of respondents

 Perception of TVS: Overall 1

1: Percentage of respondents associating a particular parameter

+vely with TVS
 Perception of TVS

1: Percentage of respondents associating a particular parameter

+vely with TVS
Brand Personification
Brand Personification (Gender Classification)
 Association with Brand Ambassador

The above graph is based on actual number of valid responses

Association with Brand Ambassador
 Role of
Influencer
The influencing parameters considered in our survey
were clubbed into two categories: family and friends
 Medium of Communication

The table below collates the data for the most reachable
communication medium for respondents of different income
groups

Income Newspaper Interne TV / Radio Billboar Others

group
<100000 3 t2 7 ds
0 1
100000-250000 3 5 17 0 0
250000-450000 1 12 10 0 0
>450000 6 14 12 1 0

TV/Radio is a preferred medium across income groups, Internet is

preferred in Higher Income Group

Income Group: Annual Family Income, Based on number of valid responses

(94 in this case)
Medium of Communication
Respondents keen to try a new TVS product
Respondents preference for Metal bodied scooters
 Jaccard Analysis
Parameters
Performance Value for money
Reliability Working Life
Safety Acceleration
Mileage Masculinity
Power Colors Available
Comfort Engine Capacity
Style Innovation
Maintenance Cost Availability of Spare parts
Price Service Network
Ease of Use Status Symbol
Guarantee Storage Space
 Jaccard Analysis
Category Drivers Rank
Comfort 1
Value for Money 2
Ease of use 3

Brand Drivers (TVS)

Value for Money
Ease of Use
Comfort

Category Driver, Jaccard Score >0.4

 SWOT Analysis: TVS

Strengths Opportunities
Performance Ease of use Engine
Price Value for Storage
CapacitySpace
Colors Available Safety
money Working Life
Availability of Spare Parts Mileage Guarantee
Service Network Maintenance
Cost

Weaknesses Threats
Power Reliability
Innovation Style
Status Symbol Acceleration
Masculinity
Comfort

ale Used< -4= Weakness, -4 to 0 = Threat, 0 to 4 = Opportunity, >4 = Strength

 Stochastic Share Analysis

Conclusions:
LML’s stochastic share is surprising since it is
a defunct company
Bajaj as a brand is underperforming
Honda as a brand has lower stochastic share
although it is the market leader.
TVS’s stochastic share and market share are quite
similar but the company can leverage on its
higher stochastic share as compared to its
competitors.
Qualitative
Analysis
Approach to Qualitative Research
 D ivisio n o f Q u a lita tive A n a lysis

The research is divided into two parts:



– Focus Group Discussions

q Objective: To how do they relate to
the scooter segment and to
analyze consumer preferences
and tastes so as to formulate the
communication strategy which is
most appealing to them.
q Sampling method: Non-
probabilistic sampling – Judgment
sampling
q Sample size: Focus groups of 8
members each
q Respondent
profile:Representation was from
people of similar age group and
educational qualification with
D ivisio n o f Q u a lita tive A n a lysis ( C o n td .)

– In Depth personal interviews

• Objective: To analyze consumer preferences and
tastes so as to formulate the communication
strategy which is most appealing to them..
• Sampling method: Non-probabilistic sampling –
Judgment sampling
• Sample size: Ten personal interviews
• Respondent profile: Representation of various
age-groups, income-groups, education-level-
groups. SEC A & SEC B will be accommodated.
• Interviewer: Researcher
 FG D
Topic 2.5 lpa to 4.5 lpa >4.5 lpa
Identifying with A scooter is an A scooter is easy to
scooter segment economic mode of drive and easily
transport which can manoeuvrable
be used by almost
Advantages of everyone
Enough legin space
the so Easy to drive as there
scooter over bikes family
the kids can also is no need to change
travel along with gears. Can beat rush
parents. Luggage hour traffic. Safety is
carrying capacity so more for scooters.
Preferred easy for and
Internet shopping
TV is TV is more
communication equally accessible but accessible and hence
channel an ad on TV has is the preferred
more impact than one channel ahead of
on the internet newspapers also
 FG D

Topic 2.5 lpa to 4.5 lpa >4.5 lpa

Initiator and Largely a family Largely a family
Influencer decision based on decision but also
utility influenced by
promotional offers
and free test drives
Future of the scooter Ladies find scooters Not just ladies,
segment convenient and people who are a bit
affordable so they old or some one who
should be the target has back pain find
scooters more
comfortable. Also age
group 16-18 who
can’t get a license.
 FG D

Topic 2.5 lpa to 4.5 lpa >4.5 lpa

Attributes Safety, Affordability, Light weight,
Service Centre, Maneuverability,
Stability Looks, Service
Dilemmas centers between
Maintenance costs Choosing
and low mileage. the brands and also
Presence of Public choosing between a
Preferred Brand Transport
A person who stands A scooter and like
celebrity a bike.
Ambassador for stability and Sharukh Khan who
consistency some one gave more glamour to
like Rahul Dravid a scooter in Chak de
India
w s – Im p o rta n t Fa cto rs Fo r S co o te r / S co o te re t

Factor Importance
Comfort High Among both males
Reliability High and females –
Performance High Important attribute
Colors Medium associated
High among with
females,
segment
neutral to low among
males

Factor Importance
Style Less Among both males
Masculinity Less and females
Among females,
neutral among male
respondents
 In -d e p th In te rvie w s – B ra n d
A w a re n e ss
• Top Of Mind Recall
– Bajaj enjoys the highest Top Of Mind Recall( 6
out of 10)
– Second is TVS(2)
– Agrees with the survey results found
• INTERESTING FACTS
– 2 TVS users have BAJAJ occupying their top of
mind share for the scooter / scooterette
segment
• TVS has a high spontaneous brand recall.
• People associate comfort level, ease of use and
reliability with brand TVS.
• High levels of brand loyalty were seen,
sometimes causing a visible halo effect
– One of the BAJAJ users rated BAJAJ high on each
and every attribute and was not at all open to
other brands```
 In -d e p th In te rvie w s – C a te g o ry
A w a re n e ss

• Females are generally not biased

against 2 stroke scooters whereas
males prefer 4 stroke
• High power is in general preferred(8
on 10)

In -d e p th In te rvie w s – T V S C o m m u n ica tio n
S tra te g y

• Very little recall of recent TVS

advertisements
• Sportspersons are everyone’s
preferred brand ambassadors
because they associate youth and
energetic look with Scooterette and
sportspersons are able to carry that
look very well but they themselves
don’t associate with the brand
ambassadors.
• Celebrities are preferred as they
In -d e p th In te rvie w s – C o m m u n ica tio n S tra te g y

• Accessible Medium
– TV / Radio - ease of access
– Billboards
• Sample Response: “If I am sitting in a
bus at a red-light and I see a
Scooterette advertisement on a
billboard, I can imagine myself
undergoing a transformation from
being in the crowd to the
independent Scooterette owner.”
 C o n clu sio n s
The ideal communication strategy should focus on


the following factors:

– Usefulness
– Appeal
– Efficiency
From the Purchase Decision POV:


– Robustness
– Trustworthiness
– Value for Money
TVS is already associated with


– Usefulness
– Robustness
– Value for Money
 So communication strategy should continue
its focus on these attributes

 C o n clu sio n s

• General Perception of TVS on given parameters

was better than that of scooters
•
• Female TOMA slightly higher for TVS than male
TOMA probably due to the Scooty effect
•
• Male TOMA lower probably due to Bajaj Pulsar’s
domination of the Bike segment
•
• The communication strategy cannot be used to
leverage TVS as a macho product and a
power machine, since the perception of both
parameters is both low but should focus on
reliability, ease of use and comfort
 C o n clu sio n s

• Respondents prefer Sportspersons as Brand

Ambassador, but it can be seen that they are
neutral when asked if they relate to the same.
•
• Interviews and FGD’s have shown that brand
ambassadors can make the ad look good but
have little else utility. Market Leader Honda
does not use brand ambassadors. The
communication strategy of TVS should be
changed to one which focuses on the product
rather than celebrity endorsements.
•
• Family influence is seen to play a major role and
inputs of FGD and interviews show that the
scooter / scooterette can be positioned as a