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Identifying the Communication

Strategy for the Scooter


Segment
Conclusion
Qualitative Analysis
Stochastic Share Analysis
SWOT Analysis
Jaccard Analysis
Respondents preference for metal bodied
scooter
Respondents keen to try a new TVS
product
Medium of Communication
Role of Influencer
Association with Brand Ambassador
Brand Personification
Perception of TVS
Brand Awareness
Comparative Analysis – TVS v/s Scooter
Segment
Socio-Economic Classification of the
Respondents
Factor Analysis
Sample Statistics
Data Collection
Key Information Areas and Variables
Research Objectives
Marketing Objective

Contents
Marketing Objective

Identifying the communication strategy


that appeals to the consumers of the
scooter segment for the brand TVS
Research Objectives

Can TVS leverage its brand identity in the


scooter market by extending the Scooty
Brand/ product portfolio?

Evaluate customer expectations from


scooters/ Scooteretts on certain
parameters.

Evaluating the possibility of success of a


new scooter from TVS in relation to the
competition.
Key Information Areas and Variables

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

Primary Research : via questionnaires from


 Scooter/Scooterette owner
 Individuals seeking to purchase a new scooter
 Individuals who have driven scooters in last 1 year

Secondary Research
• Newspaper Articles
• Literature Review
• SIAM
• Business Standard
Sample Statistics

• Sample of 102 respondents (out of which 7


were rejected)
• Both in person and online
• The Demographic details of the
respondents
Classification of the Respondents

All data in number of respondents


Preference for Scooters : Factor Analysis
Factors
Usefulness Reliability, ease of use, mileage, utility, comfort,
affordability
Appeal Masculinity, youthfulness, style
Dependability Power, Safety

Preference for Scooterettes : Factor


Analysis
Factors
Usefulness Reliability, ease of use, utility, youthfulness,
comfort, affordability, safety
Efficiency Mileage, Style, Power

Macho Image Masculinity


Preference for Bikes : Factor Analysis
Factors
Usefulness Safety, ease of use, mileage, utility, comfort,
affordability
Appeal Power, youthfulness, style
Sturdiness Reliability, masculinity
Purchase Decision of Scooters : Factor
Analysis
Factors
Robustness Power, Masculinity, Acceleration, Innovation, style,
status symbol
Value for money Maintenance cost, Working Life,, mileage,
affordability, working life
Trust worthiness Performance, reliability, safety, comfort, ease of
use
After Sales service Guarantee, spare parts availability, service
network
Features colors available, engine capacity, seating space,
storage space
Brand TVS: Factor Analysis
Factors
Usefulness Mileage, utility, comfort, style, reliability

Robustness Power, Safety, Masculinity

Value for Money Affordability, youthfulness

Simplicity Ease of use


Comparative Analysis – TVS v/s Scooter
Segment

Based on respondents’ perception of the Scooter segment vis-à-vis


TVS on the given parameters.
The data represents the mean score for scooter segment
and TVS
Brand Awareness: Top of Mind (Overall)

All data in number of respondents


Brand Awareness: Top of Mind (Gender
Classification)

All data in number of respondents


Brand Awareness: Spontaneous (Overall)

All data in number of respondents


Brand Awareness: Spontaneous (Gender
Classification)

All data in number of respondents


Perception of TVS: Overall 1

1: Percentage of respondents associating a particular parameter


+vely with TVS
Perception of TVS

1: Percentage of respondents associating a particular parameter


+vely with TVS
Brand Personification
Brand Personification (Gender
Classification)
Association with Brand Ambassador

The above graph is based on actual number of valid responses


Association with Brand Ambassador
Role of Influencer

The influencing parameters considered in our survey


were clubbed into two categories: family and friends
Medium of Communication

The table below collates the data for the most reachable
communication medium for respondents of different income
groups

Income Newspap Interne TV/Radio Billboard Others


group er t s
<100000 3 2 7 0 1
100000- 3 5 17 0 0
250000
250000- 1 12 10 0 0
450000
>450000 6 14 12 1 0

TV/Radio is a preferred medium across income groups, Internet is


preferred in Higher Income Group

Income Group: Annual Family Income, Based on number of valid


responses (94 in this case)
Medium of Communication
Respondents keen to try a new TVS product
Respondents preference for Metal bodied
scooters
Jaccard Analysis
Parameters
Performance Value for money

Reliability Working Life

Safety Acceleration

Mileage Masculinity

Power Colors Available

Comfort Engine Capacity

Style Innovation

Maintenance Cost Availability of Spare parts

Price Service Network

Ease of Use Status Symbol

Guarantee Storage Space


Jaccard Analysis
Category Drivers Rank
Comfort 1

Value for Money 2

Ease of use 3

Brand Drivers (TVS)


Value for Money

Ease of Use

Comfort

Category Driver, Jaccard Score >0.4


SWOT Analysis: TVS

Strengths Opportunities
Performance Ease of use Engine Capacity

Price Value for money Storage Space

Colors Available Safety Working Life


Availability of Spare Parts Mileage Guarantee
Service Network Maintenance
Weaknesses Threats
Cost
Power Reliability
Innovation Style
Status Symbol Acceleration
Masculinity
Comfort

le Used< -4= Weakness, -4 to 0 = Threat, 0 to 4 = Opportunity, >4 = Strength


Stochastic Share Analysis

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

The research is divided into two parts:


– Focus Group Discussions
 Objective: To how do they relate to the scooter
segment and to analyze consumer preferences and
tastes so as to formulate the communication
strategy which is most appealing to them.
 Sampling method: Non-probabilistic sampling –
Judgment sampling
 Sample size: Focus groups of 8 members each
 Respondent profile: Representation was from
people of similar age group and educational
qualification with different family income levels.
 Moderator: Researcher
Division of Qualitative Analysis (Contd.)

– In Depth personal interviews


• Objective: To analyze consumer preferences and tastes so
as to formulate the communication strategy which is most
appealing to them..
• Sampling method: Non-probabilistic sampling – Judgment
sampling
• Sample size: Ten personal interviews
• Respondent profile: Representation of various age-
groups, income-groups, education-level-groups. SEC A &
SEC B will be accommodated.
• Interviewer: Researcher
FGD
Topic 2.5 lpa to 4.5 lpa >4.5 lpa
Identifying with A scooter is an A scooter is easy to
scooter segment economic mode of drive and easily
transport which can be manoeuvrable
used by almost
everyone in the family

Advantages of scooter Enough leg space so Easy to drive as there


over bikes the kids can also travel is no need to change
along with parents. gears. Can beat rush
Luggage carrying hour traffic. Safety is
capacity so easy for more for scooters.
shopping
Preferred Internet and TV is TV is more accessible
communication equally accessible but and hence is the
channel an ad on TV has more preferred channel
impact than one on the ahead of newspapers
internet also
FGD
Topic 2.5 lpa to 4.5 lpa >4.5 lpa
Initiator and Influencer Largely a family Largely a family
decision based on decision but also
utility influenced by
promotional offers and
free test drives

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

Dilemmas Maintenance costs and Choosing between the


low mileage. Presence brands and also
of Public Transport choosing between a
scooter and a bike.
Preferred Brand A person who stands A celebrity like
Ambassador for stability and Sharukh Khan who
consistency some one gave more glamour to
like Rahul Dravid a scooter in Chak de
India
In-depth Interviews – Important Factors For
Scooter / Scooterette Segment
Factor Importance
Comfort High Among both males and
females – Important
attribute associated
with segment

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

• Top Of Mind Recall


– Bajaj enjoys the highest Top Of Mind Recall( 6 out of 10)
– Second is TVS(2)
– Agrees with the survey results found
• INTERESTING FACTS
– 2 TVS users have BAJAJ occupying their top of mind
share for the scooter / scooterette segment
• TVS has a high spontaneous brand recall.
• People associate comfort level, ease of use and
reliability with brand TVS.
• High levels of brand loyalty were seen, sometimes
causing a visible halo effect
– One of the BAJAJ users rated BAJAJ high on each and
every attribute and was not at all open to other
brands```
In-depth Interviews – Category Awareness

• Females are generally not biased


against 2 stroke scooters whereas
males prefer 4 stroke
• High power is in general preferred(8
on 10)
In-depth Interviews – TVS Communication
Strategy

• Very little recall of recent TVS advertisements


• Sportspersons are everyone’s preferred brand
ambassadors because they associate youth and
energetic look with Scooterette and
sportspersons are able to carry that look very
well but they themselves don’t associate with
the brand ambassadors.
• Celebrities are preferred as they make good
advertisements
In-depth Interviews – Communication
Strategy
• Accessible Medium
– TV / Radio - ease of access
– Billboards
• Sample Response: “If I am sitting in a bus at
a red-light and I see a Scooterette
advertisement on a billboard, I can imagine
myself undergoing a transformation from
being in the crowd to the independent
Scooterette owner.”
Conclusions
The ideal communication strategy should focus on the following factors:
– Usefulness
– Appeal
– Efficiency
From the Purchase Decision POV:
– Robustness
– Trustworthiness
– Value for Money
TVS is already associated with
– Usefulness
– Robustness
– Value for Money
So communication strategy should continue its focus on these attributes
Conclusions

• General Perception of TVS on given parameters was better than


that of scooters

• Female TOMA slightly higher for TVS than male TOMA probably due
to the Scooty effect

• Male TOMA lower probably due to Bajaj Pulsar’s domination of the


Bike segment

• The communication strategy cannot be used to leverage TVS as a


macho product and a power machine, since the perception of both
parameters is both low but should focus on reliability, ease of use
and comfort
Conclusions

• Respondents prefer Sportspersons as Brand


Ambassador, but it can be seen that they are neutral
when asked if they relate to the same.

• Interviews and FGD’s have shown that brand


ambassadors can make the ad look good but have little
else utility. Market Leader Honda does not use brand
ambassadors. The communication strategy of TVS
should be changed to one which focuses on the product
rather than celebrity endorsements.

• Family influence is seen to play a major role and inputs


of FGD and interviews show that the scooter /
scooterette can be positioned as a family vehicle.

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