MUMBAI: Two wheeler major TVS Motor Company has introduced three new products - Star City, Victor Edge and Scooty Pep+. The offerings are targetted at different consumer segments with an emphasis on better styling and engine capabilities.
Speaking on the occasion TVS VP marketing Prasad Narsimhan said, "These launches have been timed to coincide with the big season Diwali coming up. We have experienced 20 per cent top line growth so far this year and our aim is to reach 25 per cent. While it is true that some of our earlier products did not get a satisfactory response that is the case even with the competition. We try to learn from mistakes and we know that with innovation comes a certain amount of risk. Our plan now is to consolidate existing brands. It is important for us to add value so that customers keep coming back. We designed these products keeping in mind the fact that customers view them as a personal expression and not simply as a means to get from point A to point B."
TVS will use one of its brand ambassadors Bollywood actress Preiti Zinta to promote Scooty Pep+. The product is targetted at young women and girls. TVCs featuring Zinta will break shortly. The company is also looking to use her on the ground as well when it conducts initiatives like test drives. The product is being positioned as being both powerful and playful. The message is that the new version of the product has more urban look to it compared to the earlier models.
To promote the three products it will also use print and outdoors. Its marketing budget will marginally increase for this year. The Victor Edge is being positioned as a Traffic Cutter. TVCs will show how the product ensures a smooth ride even when the roads are bad and the traffic unbearable. Sachin Tendulkar is the brand ambassador of TVS Victor and the company is looking at using him in sone capacity for the new launch. Star City meanwhile is being positioned as being the birth of a superstar. As Narsimhan says today customers want everything regardless of the price. These products were designed keeping this aspect in mind.
