Kinetic Zing Case studyGroup 10

OVERVIEW OF COMPANY Kinetic is a Indian brand. Kinetic was established in 1972 with the launch of Kinetic Luna. The brand which was once synonymous with Luna and gearless scooters. Later in 1985, Kinetic formed a joint venture with Honda to manufacture scooters in India. India's first gearless scooter KH 100. In 1997,powerful scooter Marvel but the product failed in the market. In 1998, Y2K complaint version of Kinetic Honda.

In 2002, Kinetic Nova and Kinetic Zing but both were not big hits. After the split up with Honda, Kinetic ventured into motorcycle manufacturing and launched Kinetic Challenger in 2002. In 2003, stunned the auto world by Kinetic Boss, GF170, City and Kinetic Velocity. Kinetic as a scooter brand has been laid to rest in 2008 after the take over by Mahindra & Mahindra. Kinetic group is still running strong with its businesses in automotive parts and as a supplier to Tata Motor's Nano project.(data of 2009).

Standards and Objective 65cc engine, Electric-start and Gearless transmission. The primary objective of Zing was clearly defined as meeting the transportation needs of the college going teenager - whether a boy or a girl.

What its imapct? Trendy looking with clean, sharp lines To be light and peppy in performance Priced at an easy-to-convince-your-parents value price; and fuel efficient (55 Kmpl) to be pocket-money friendly.

Launching We launched it in August 2002, and by March 2003, we had cornered a cool 20 per cent market share. Brand no 2 in category in first year.

Marketing challenge 10 years competition of TVS No product USP Consumer was attracted towards TVS Scooty

TARGET AUDIENCE

SCHOOL GENERATIONS SEMI METROS SMALL TOWN

PROMOTION STRATEGYADVERTISEMENT DIPICTS USE AS A PARK BENCH TEACH GIRLFRIEND TO RIDE REACH THEATER ON TIME GIVE LIFTS TO GIRLS OR A BOY STAY OUT OF REACH OF MAMMA

MEDIA STRATEGY Limited budget-Rs.2 crore Then also innovationBuzz and Contest across TV, Internet and Radio Media vehicle 1) Music channels- B4U,MTV 2) Everyday newspapers

Result Pre Campaign 1) TVS Scooty- 70% 2) Bajaj Saffire and Spirit- 30% Post Campaign 1) Zing won 27 % market share 2) 135% market growth 3) TVS share decreased to 57% 4) Bajaj- 16%

BCG MATRIX OF CASE

New concept to new generation created a special variant of the Zing called the Zing Rockin' Series. attractive dual-tone colour schemes, an under seat charge point as well as holder for a mobile phone, an FM radio and a cola-can holder. It was successful in attracting the Gen X - as they all have mobile phones now, and FM radio is a craze among them.

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