Identifying the Communication Strategy for the Scooter Segment
Contents
Factor AnalysisSocio-Economic Classification of the Respondents
Sample StatisticsData Collection
Key Information Areas and VariablesResearch Objectives
Marketing Objective
Role of InfluencerAssociation with Brand Ambassador
Brand PersonificationPerception of TVS
Brand AwarenessComparative Analysis – TVS v/s Scooter Segment
Respondents keen to try a new TVS productMedium of Communication
Stochastic Share AnalysisSWOT Analysis
Jaccard AnalysisRespondents preference for metal bodied scooter
Qualitative AnalysisConclusion
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.
Product Performance – Mileage/efficiency, power , comfort and
convenienceBrand Image– Reliability, Style (high/low), TVS vis-à-vis Honda,
Hero Honda, SuzukiPurchase 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
Key Information Areas and Variables
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
Data Collection
• Sample of 102 respondents (out of which 7 were rejected)
• Both in person and online• The Demographic details of the respondents
Sample Statistics
Classification of the Respondents
All data in number of respondents
Preference for Scooters : Factor Analysis
FactorsUsefulness Reliability, ease of use, mileage, utility, comfort, affordability
Appeal Masculinity, youthfulness, style
Dependability Power, Safety
Preference for Scooterettes : Factor Analysis
FactorsUsefulness Reliability, ease of use, utility, youthfulness, comfort,
affordability, safety
Efficiency Mileage, Style, Power
Macho Image Masculinity
Preference for Bikes : Factor Analysis
FactorsUsefulness Safety, ease of use, mileage, utility, comfort, affordability
Appeal Power, youthfulness, style
Sturdiness Reliability, masculinity
Purchase Decision of Scooters : Factor Analysis
FactorsRobustness 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
FactorsUsefulness 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
Income group Newspaper Internet TV/Radio Billboards Others<100000 3 2 7 0 1
100000-250000 3 5 17 0 0
250000-450000 1 12 10 0 0
>450000 6 14 12 1 0
Income Group: Annual Family Income, Based on number of valid responses (94 in this case)
The table below collates the data for the most reachable communication medium for respondents of different income groups
TV/Radio is a preferred medium across income groups, Internet is preferred in Higher Income Group
Medium of Communication
Respondents keen to try a new TVS product
Respondents preference for Metal bodied scooters
Jaccard Analysis
ParametersPerformance 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 RankComfort 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 Cost
Weaknesses Threats
Power Reliability
Innovation Style
Status Symbol Acceleration
Masculinity
Comfort
Scale 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
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
– 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
Division of Qualitative Analysis (Contd.)
FGD
Topic 2.5 lpa to 4.5 lpa >4.5 lpa
Identifying with scooter segment
A scooter is an economic mode of transport which can be used by almost everyone in the family
A scooter is easy to drive and easily manoeuvrable
Advantages of scooter over bikes
Enough leg space so the kids can also travel along with parents. Luggage carrying capacity so easy for shopping
Easy to drive as there is no need to change gears. Can beat rush hour traffic. Safety is more for scooters.
Preferred communication channel
Internet and TV is equally accessible but an ad on TV has more impact than one on the internet
TV is more accessible and hence is the preferred channel ahead of newspapers also
Topic 2.5 lpa to 4.5 lpa >4.5 lpa
Initiator and Influencer Largely a family decision based on utility
Largely a family decision but also influenced by promotional offers and free test drives
Future of the scooter segment
Ladies find scooters convenient and affordable so they should be the target
Not just ladies, people who are a bit old or some one who has 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, Service Centre, Stability
Light weight, Maneuverability, Looks, Service centers
Dilemmas Maintenance costs and low mileage. Presence of Public Transport
Choosing between the brands and also choosing between a scooter and a bike.
Preferred Brand Ambassador
A person who stands for stability and consistency some one like Rahul Dravid
A celebrity like Sharukh Khan who gave more glamour to a scooter in Chak de India
FGD
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 – Important Factors For Scooter / Scooterette Segment
• 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 – Brand 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 – Category Awareness
• 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 – TVS 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.”
In-depth Interviews – Communication Strategy
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.
Conclusions