This document discusses two-wheeler scooters in the Indian market. It summarizes information about Hero MotoCorp, the largest two-wheeler manufacturer in India, and their scooter models Hero Maestro and Hero Pleasure. It also discusses TVS Motors, India's third largest two-wheeler manufacturer, their tagline "Inspiration in Motion", and scooter models TVS Jupiter and TVS Scooty Pep Plus. The document outlines the target demographics, positioning, and competitors for each company. Key competitors listed include Bajaj Auto, Yamaha, Suzuki, and Honda Motors. Segmentation is discussed in terms of demographics and psychographics. Sources are also listed at the
3. ABOUT HERO MOTOCROP
• Hero MotoCorp Ltd. ( formerly Hero Honda Motors Ltd) is the world’s
largest two wheeler manufacturer based in India.
• In 2001, the company achieved the coveted position of being the
largest two-wheeler manufacturing company in India and also, the
'World No.1' two-wheeler company in terms of unit volume sales in a
calendar year. Hero MotoCorp Ltd. continues to maintain this position
till date.
10. TARGETING
College and school going boys
between the age group of 16-25
College and school going girls
between the age group of 16-25
11. POSITIONING
The aim was to play up the 'boyish'
attitude through the product as well as
in a setting which most of the
youngsters can easily relate to. Ranbir
effortlessly exudes a playful boyish
charm which along with the music and
setting brings out Maestro's attitude
and its celebration of boyhood."
Pleasure is a brand which has been
able to consistently foster a
connect with young Indian girls by
challenging paradigms and
standing for issues which are
relevant to their life. Girls who
want to enjoy every moment in life
and want to live free.
13. ABOUT TVS MOTORS
• The TVS group was established in 1911 by Shri. T. V.Sundaran Iyengar
• The TVS group is today leading player in Automobile and Automotive
Industry
• The group has 30 companies and employs more than 40,000 people
• TVS Motor Company Ltd (TVS Motor), member of the TVS Group, is
the largest company of the group in terms of size and turnover, with
more than 3 crore (30 million) customers riding a TVS bike.
• It is India’s third largest two-wheeler manufacturer and one among
the top ten in the world
21. TARGETING
TVS Jupiter targets the rooted,
middle-class Indian man.
Somebody who is self-made, has
endured a lot of struggles and has
steadily worked his way up. His
world revolves around his dear
ones, in every aspect of life, and
with great pride he constantly
strives to do more for them.
Targeted at young girls who want
look fashionable and styliest
22. POSITIONING
With their campaign ‘ZYADA KA
FAYDA' they have positioned
themselves as scooter with more
features. The scooter offers more
mileage, more space, more safety,
more convenience and several
other ‘more’ features than other
scooters in its class.
They have positioned themselves
as spotting, emerging style, fashion
and lifestyle trends amongst young
women that can keep scooty as the
boldest fashion statement on the
roads and redefine the meaning of
femininity.
