Greater choice, customization for different road conditions, better distribution, and price tiers to suit a range of budgets, all contributed to unimaginable growth rates. While the apparent appeal was greater fuel efficiency on account of the lighter body and four strike engine, motorcycles also injected a feeling of youth and modernity in tune with the optimism of a market just opening up. Think about it when was the last time you picked up a phone. Your list has reached the maximum number of items. Remember me on this computer. The next stage was the quantitative segmentation based on needs.

The E-mail Address es field is required. Building an Executive Search Partner Relationship: Dove, with its encompassing Real Beauty campaign, recaptured the appeal of wholesomeness, naturalness and purity, reaching out to all women. TVS recognized that the market had moved to a new level of consumerization that demanded brand connections to be built at a deeper level. What were the former characteristics of the market in India?

tns case study the apache motorcycle advertising campaign in india

The New Multi-screen World: Several new products were designed and tested, some were even found superior in product clinics and launched, but the market response was lack luster at best. Please verify that you are not a robot. About living life to the fullest and making most of the moment. Traditional selling approaches and techniques often place the sales professional in the More information.

Understanding Consumers Needs. Racing past the Barriers – PDF

It s not Like Selling Pots and Pans or is it? Home About Help Search. Young, fashion conscious women Lead an active life, sporty, innovative Descriptors: Cracking the Customer Code. Please select Ok if you would like to proceed with this request anyway.


Racing past the Barriers. The past 10 years of outsourcing expansion. Marketing then has to shift from push to pull. The Potency need state with its macho, rugged individualism was just too distant to be targeted credibly with TVS s affiliative imagery.

Consumer behaviour

The only route to competitive advantage seemed to be engineering innovation, leading to long npd cycles, high risk launches without any means to secure long term advantage as all the big three had equal access to international state of art technology. Cancel Forgot your password? Powerful brands too tell stories that connect at the same symbolic level as archetypes.

What roles did qualitative research and quantitative research fulfil? The size of the need states indicates the dynamic shift of the market towards more modernity and individualism. List of Soft Skill Competencies with Descriptions Each title is available as a separate training and development module and is based on the competencies measured by the TriMetrix Job and Personal Talent.

Modernity is at the heart of the category. It was the opening up of floodgates, leading to a boom in foreign investment, technical collaborations, and new media, all of these factors paving the way for a new era of consumerism. I call it an adventure More information. The Indian two-wheeler market was largely competing at this need level there was increased fragmentation on prices, varying combination of features, performance and mileage.


The position of the TVS brands indicated sub-optimal utilization of the portfolio and the absence from the more dynamic and growing part of the market was a cause of concern.

You and Your Accomplishments 1.

tns case study the apache motorcycle advertising campaign in india

We started with qualitative research with recent buyers of motorbikes and those intending to buy a motorbike in the next few months. I just wanted to say thanks for taking the time to read this short advedtising. Managing Effective Brand Relationships.

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Increased number of choices, several models at all price tiers and the absence of any runaway new successes in five years led to an erosion of the TVS leadership position. Wonder Years To fulfill role as provider. The needs are interlinked and only when cohesively met across all three layers, will a powerful connection be struck with the consumer. India is now the largest two-wheeler market in the world and most of the growth has taken place in the past 15 years.

For most businesses, a website has a number of objectives that may include generating More information. The left is about the fundamental sense of belonging the need for acceptance, togetherness, friendship and warmth.