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 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 café – 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.

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