Professional Documents
Culture Documents
Contents
Marketing Objective
Product Performance
– Mileage/efficiency, power , comfort and convenience
Brand Image
– Reliability, Style (high/low), TVS vis-à-vis Honda,
Hero Honda, Suzuki
Purchase Intention
– Frequency of use, purpose of use
Key Information Areas and Variables
SEC
– Income, age, sex, education, profession
Awareness
– spontaneous/top of mind, share of mind/share
of heart
Product specs
– luggage space, engine type, affordability,
robustness
Role of influence
– Peer/family pressure and celebrity
endorsements/ advertisements
Data Collection
Secondary Research
• Newspaper Articles
• Literature Review
• SIAM
• Business Standard
Sample Statistics
The table below collates the data for the most reachable
communication medium for respondents of different income
groups
Safety Acceleration
Mileage Masculinity
Style Innovation
Ease of use 3
Ease of Use
Comfort
Strengths Opportunities
Performance Ease of use Engine Capacity
Conclusions:
•LML’s stochastic share is surprising since it is a
defunct company
•Bajaj as a brand is underperforming
•Honda as a brand has lower stochastic share
although it is the market leader.
•TVS’s stochastic share and market share are quite
similar but the company can leverage on its higher
stochastic share as compared to its competitors.
Qualitative Analysis
Approach to Qualitative Research
Division of Qualitative Analysis
Future of the scooter Ladies find scooters Not just ladies, people
segment convenient and who are a bit old or
affordable so they some one who has
should be the target back pain find scooters
more comfortable. Also
age group 16-18 who
can’t get a license.
FGD
Topic 2.5 lpa to 4.5 lpa >4.5 lpa
Attributes Safety, Affordability, Light weight,
Service Centre, Maneuverability,
Stability Looks, Service centers
Reliability High
Performance High
Colors Medium High among females,
neutral to low among
males
Factor Importance
Style Less Among both males and
females
Masculinity Less Among females, neutral
among male
respondents
In-depth Interviews – Brand Awareness
• Female TOMA slightly higher for TVS than male TOMA probably due
to the Scooty effect