MAM

TI Cycles to double marketing spends over 3 years

BANGALORE: With plans to double revenues over the next three years, TI Cycles of India (TI Cycles) will be increasing its marketing spends proportionately. The cycle company had revenues of Rs 11 billion last fiscal and spent around 4 per cent towards marketing- both ATL and BTL, in that period.


"We expect to double our revenues over the next three years and intend to keep the marketing spends at 4 per cent," said TI Cycles GM of marketing Rajesh Mani.


For ATL, the company has been using TV, newsprint and online media and spent around Rs 140 million last year, with rest towards BTL. For targeted promotions of its BTL activities, TI Cycles has been using online as well as radio.


Mani was speaking with www.indiantelevision.com at the opening of a new initiative by one of TI Cycles performance bike brands ? Track and Trial. Mountain biking legend Hans Rey launched the first of its kind in India cycling caf? ? Coffee and Cycles for Track and Trail in Bangalore. Over the next 12-18 months, TI Cycles plans to open around 6 to 8 more Coffee and Cycle cycling cafes in metros and mini-metros in India. 
 
?Track and Trail is the ultimate destination for discerning Indian cyclists where one can find the best cycling brands like Cannondale, Bianchi, Schwinn, Montra, Mongoose and GT which are otherwise available only at exclusive BSA-Hercules stores. Track and Trail offers not only bicycles, but also branded apparel, accessories, spares and services,? said Mani.


TI Cycles has two exclusive Track and Trail company- owned and five shop-in-shop Track and Trail zones in the country. It?s premium end bicycles are sold through 40 outlets in India.


TI Cycles had over 5000 BTL events and activities last year which included cylothons and bikathons in metros and mini-metros. The company has been trying to sell bicycling rather than bicycles to create awareness about its benefits in many of its communications and events.


TI Cycles has a 33 per cent market share in the country. In the case of premium end bicycles, its share exceeds 60 per cent, claims Mani.


JWT handles the creative duties while Vizeum takes care of the media buying for TI Cycles.


Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/19/ajay.jpg?itok=ps3iFQgu
Ajay Gahlaut resigns from Ogilvy India

Ajay Gahlaut, the deputy CCO of Ogilvy India and CCO of Ogilvy North has resigned from the company. 

MAM Media and Advertising People
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/19/biu.jpg?itok=n08pEhkj
Concept BIU Acquires the Business of Bluebytes

Concept Business Intelligence Unit (Concept BIU), one of India’s leading media monitoring agencies, has acquired the business of Comniscient Group’s Bluebytes News.

MAM Media and Advertising AD Agencies
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/19/aksha.jpg?itok=M_uxGcim
Pump it up this holiday season with Athleisure Lifestyle

Family bonding is a complex equation given how different people belonging to the same family can turn out to be- their preferences, their tastes and their opinions.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/19/quess.jpg?itok=AkeYTmvA
Quess Corp launches its first outdoor campaign, ‘’I AM QUESS’’ to expand brand awareness

Quess Corp, India’s leading business services provider, has launched its first outdoor campaign, ‘’I AM QUESS’’ to expand awareness and communicate with its customers directly.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/19/WPP.jpg?itok=CACce0wW
Brands, agencies to rewire approaches using data: CVL Srinivas, WPP

Data. A four letter word that has even the senior most executives sweating and scratching their heads. While it is a small little word, understanding how to use it, is actually very complicated. That’s why  all we’ve been hearing about in the last year is how can brands and agencies leverage the...

MAM Media and Advertising People
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/19/kisses.jpg?itok=oNlGyE6B
Hershey Kisses will now be Made in India

We’ve all been there where we ask our relatives and friends to bring us imported chocolates and candies from their trip abroad. Hershey’s Kisses have always been one such popular chocolate. The chocolates are distinct because of their unique shape and each one is delicately wrapped to make them...

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/19/Indiabulls%20Group.jpg?itok=CD8VIoc0
Social Kinnect awarded digital mandate of entire Indiabulls Group

Social Kinnect, an Indian independent digital marketing agency, has been awarded the social media mandate of Indiabulls Group. The agency will be responsible for managing the social media platforms of the entire Indiabulls Group umbrella namely - Indiabulls Housing Finance Limited (IBHFL),...

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/19/Realme_800.jpg?itok=GYvPRVrw
Grapes Digital to handle digital mandate for Realme smartphones

Realme, an emerging smartphone brand that specialises in providing high quality smartphones has extended its association with Grapes Digital. In addition to the strategic communications mandate, it has also handed over the digital media mandate to the agency. Grapes will now be responsible for...

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/19/Metoo_Dentsu.jpg?itok=F-WK2f58
Dentsu Aegis Network removes Kartik Iyer & 3 seniors following sexual harassment allegations

Amidst the ongoing #MeToo movement, where several allegations regarding sexual harassment and sexual assault have come to light, the media and entertainment industry isn’t left behind.

MAM Media and Advertising People

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories