TVS Motors is the third largest automobile manufacturer in India next to Hero Moto Corp and Bajaj auto. TVS motors is belongs to TVS group which is $ 2.2 billion. It is the first company to produce indigenous moped and enter into 100 cc two wheeler markets with collaboration of Suzuki. The 19 year old relation with Suzuki was to engage in technology transfer and design suiting to Indian market. In 2001, they had a strain in relationship in continuing the joint venture which led to a separation.
Product in the Marketing Mix of TVS Motors
TVS motors broad product categories include Domestic range, Three wheelers, International range.TVS motors is the only two wheeler automobile which has its penetration all consumer segments. They have products like Apache ATR which caters to sports segment, TVS super XL to rural, Scooty pep to young and dynamic women, Flame and Star City to working professional. Hence their product category meets the needs from rural to urban life style. They also have their presence in three wheeler segments. Recently they launched TVS Jive which is first clutch free bike.
Price in the Marketing Mix of TVS Motors
TVS motor, a unit of TVS group is which is a 100 year old group is known for its strong values. There pricing strategy varies according to product category and the consumer segment. The pricing is often economical pricing with focus on quality and Indian pricing values and sentiments.
Place in the Marketing Mix of TVS Motors
TVS motors have around 2000 country wide main dealer show rooms and service stations attached to it. Manufacturing plants of TVS are located at Hosur, Mysore, Nalagarh and Karawang in Indonesia. There are also sub dealers who are engaged in selling multiple brands in their show rooms with proper agreements.
Promotions in the Marketing Mix of TVS Motors
The promotional strategies involve placing brand ambassadors for each product specific to geographic division (North India and South India).Virat Kohli , Dhoni for North India, Actor Surya and Trisha for south India. The promotional activities include dirt bike rally, MRF super cross championship rally promotional events in Malls etc.TVS motors majorly concentrates on rural markets.
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