The document summarizes the marketing strategy of the TVS Apache RTR-160 motorcycle. It discusses how the Apache was TVS's first sporty bike that represented the company's young and vibrant spirit. The marketing strategy involved getting positive assessments and ratings from auto experts and magazines to build credibility. TVS also conducted comparative test rides and sales training. Recent strategies included launching updated Apache models in India and other countries. Key competitors included Bajaj and Hero motorcycles.

1. MARKETING STRATEGY OF TVS APACHE RTR-160 Royston Diaz 08sjccc169

2. INTRODUCTION The Apache was the company's first sporty motorcycle with chiseled looks, unmatched performance and superior engine technology which represented the new spirit of the company young, vibrant, aggressive and committed to create innovative motorcycles that employ the latest technology and design to match international standards. "Apache is the result of TVS racing heritage and has been born on the racetrack and was built to redefine and set a benchmark in the Performance Segment, both in terms of leading edge technology and design styling .

3. MARKETING STRATEGY Auto experts’ personal feel & experience - extensive testing on all conditions Assessments by all leading auto magazines Source of reassurance to customers Building credibility around the product Shootouts by auto-magazines with top ratings across, against leading competitor brands

4. Comparative test rides and sales training to all involved parties Marketing & Sales staff Dealers (Leading to personal involvement in the sales process ) Dealer sales & service people Private Garage Mechanics Leading to “Sales on Wheels” Demonstrative method to show product benefits & superiorities Customers’ personal feel of the bike during the sales talk

5. RECENT MARKETING STRATEGY TVS has planned to launch TVS Flame and TVS Apache in U.S.A This year. TVS has also planned to launch the new version of TVS Apache-180,Which is to be launched this year in the Indian Markets. It has also received The total quality Management Award in the year 2007. TVS Apache was declared the bike of the year 2006

6. The Source Of Strength At TVS Resilience Hard Work directed by logic Courage Grabbing Opportunity All pervasive passion for being good

8. COMPETITORS Bajaj Pulsar-150 Bajaj Pulsar-180 Hero Honda Karizma Yamaha Fz Honda Unicorn

9. CONCLUSION The carbureted RTR was (and is) already the top bike in its class. Add to it a rear disc brake (petal) and give it fuel injection and you have a winner, which gives you the most effortless & fatigue-free ride on a geared bike (best Low-End-Torque). Add to this the fact that you can get almost 50 mileage if you want economy ; do zero to sixty pickup in a flashing 4.35 seconds ; achieve a top speed of 126 when you feel zippy and stop in 11.2 meters without any wavering, and all this for Rs.74,243/- on road in Pune and you’ve got everything you asked for. Well…almost !

10. THANK YOU!............