This document contains a brand plan for TVS scooters in Nepal. It includes a market analysis showing strong growth in scooter sales led by Honda and Yamaha. A SWOT analysis finds TVS's strengths are its range of products and competitive pricing, while weaknesses are lack of brand perception and awareness. The plan proposes positioning the Wego as a scooter for everyone, the Jupiter as a mature, responsible choice, and the Zest as young and stylish. It identifies priority markets and recommends using advertising, events, and social media to boost awareness of TVS's international credentials and mass appeal over the next year, with activities focused in the prime and focused market cities identified.

1. SCOOTERBrand Plan For TVS

2. CONTENT
DATA ANALYSIS
MARKET PERCEPTION
SWOT ANALYSIS
PRODUCT ANALYSIS
BRAND PLAN
CALENDAR

3. CONTENT
DATA ANALYSIS
MARKET PERCEPTION
SWOT ANALYSIS
PRODUCT ANALYSIS
BRAND PLAN
CALENDAR

4. Scooter Market
Growthin%
0%
10%
20%
30%
40%
Year
12-13 13-14 14-15 15-16 16-17 (Apr-Jul)
11%
26%
39%
38%
15%
SCOOTER
This is in-respect to the overall two-wheelers’ market

5. Key Players
HONDA 57%
YAMAHA 23%
HERO 11%
TVS 5%
SUZ
4%
MAH
2%
Honda 20,478_Dio 17032
Mah 832
Hero 4,132_Dash 3538
Yamaha 8,360_Ray Z 5337_ Facino 3023
Suz 1,521
TVS 1,735_ Wego 946
YTD 15-16

6. What Is Selling
DIO 6,532
FACINO 2,662
RAY-Z 2,011
AVIATOR
1,550
WEGO
497
JUP
203
YTD 16-17

7. CONTENT
DATA ANALYSIS
MARKET PERCEPTION
SWOT ANALYSIS
PRODUCT ANALYSIS
BRAND PLAN
CALENDAR

8. SWOT AnalysisScooter Range

9. Strengths
Range
Growing Network
Quality and Competitive Pricing
High Retention of Product
Distinct Products & Features

10. WEAKNESSES
Not Selling ‘the Experience!’
Brand Perception and Finance Facility
Product Awareness, Visibility &
communication including SM
Late Reaction and no product
introduction in the market
Limited Awareness about spares
(perceived high), service and network,
low resale value

11. Opportunities
Unisex appeal of Scooter
Variety of preferences
Limited Products’ Domination
Upcoming Towns
Growing Market of Scooter

12. Threats
Political Instability
Market Fluctuations
Weather/ Natural Disasters
High Product Entry and limited scope
for penetration
Brand Conscious Crowd

13. CONTENT
DATA ANALYSIS
MARKET PERCEPTION
SWOT ANALYSIS
PRODUCT ANALYSIS
BRAND PLAN
CALENDAR

14. Market Protagonist
Zest
14%
Wego
64%
Jupiter
21%
W

15. Market Perception!
TVS has scooter?
Where are your
showrooms?
Any special features? What
are the specification?
I never see much
ads, or boards!
Is finance
available?
No resale value! Spare parts are not
easily available!
Spare parts are
expensive!!
Service centres
are so rare
TVS?

16. Key Observation
WEGO: Loved by ALL
JUPITER: Potential to GROW
ZEST: Preferred in CORPORATES & by
PRICE CONSCIOUS CROWD
(especially in towns like Birtamod & Terai)

17. CONTENT
DATA ANALYSIS
MARKET PERCEPTION
SWOT ANALYSIS
PRODUCT ANALYSIS
BRAND PLAN
CALENDAR

18. Wego
Strengths and Weaknesses

19. Wego’s Strengths
Built: Metal Body, body balance,
spacious, combi-breaks
Design: Sleek, Unisex Appeal, 12-inch
alloy wheels, tubeless tyres
Colour Options: Funky Dual and
Mono-tone Colours
Digital: Fully digital indicators
Market Reception: Well received in
Nepali market

20. Wego’s Weakness
Mileage Delivery
Fuel Tank Capacity
Style (front)
Dim Head-lights
Heavy

21. Jupiter
Strengths and Weaknesses

22. Jupiter’s Strengths
Experience: Power, smooth riding
experience, well-defined indicators
Design: Masculine Appeal, external
fuel-filling, alloy wheels, spacious
Space and Technology: Spacious, with
pass-by switch, econometer
Mileage: Best-in-class Mileage, i.e. 62
ltrs.
International Credibility: Repeatedly
awarded -the Scooter of The Year

23. Jupiter’s Weakness
Body Shape and low fuel capacity
Dull Colour Options
More Masculine Appeal, thus women
prefer less
Low Product Awareness
Limited media exposure

24. Zest
Strengths and Weaknesses

25. Zest’s Strengths
Built: Fast pick-up, large storage
Design: Youthful Appeal, chic design,
external fuel-filling, led-lights
Colour Options: Funky Colours
Corporate Appeal: Preferred by
corporates in Nepali Market.
Weight: Feather light, easy to handle

26. Zest’s Weakness
Shape
Small Size
Low Product Awareness
Low Interaction with TG
Only focused in limited market

27. CONTENT
DATA ANALYSIS
MARKET PERCEPTION
SWOT ANALYSIS
PRODUCT ANALYSIS
BRAND PLAN
CALENDAR

28. Brand Plan
Media and Offline

29. Way Forward!
Generate engagement via all mediums
Identification the 5 each of PRIME and
POTENTIAL SCOOTER MARKETS
MARKETS
Product Positioning

30. Wego’s Positioning
TG: 25+
F & M
Scooter for
Everyone!
For Fun-Filled
Activities
STAR of the
Range
In All Media
For MAX.
Visibility
Impression
Generating
Exposures

31. Jupiter’s Positioning
TG: 30+
M
Scooter w
ith
Responsibility
For M
atured,
settled, and
stable
ones
Multi-Utility
Scooter
In MATUREDMedia
Car LikeExperience

32. TG: 18+
Scooter for
Young, Chic
and
Vibrant!
For Fun,
Style, &
Peppiness
Also For
Corporates &
Price
Conscious
In DTA,
Mags,Youth
Programs and
Media
Cute, Light,
Feature-filled
and Affordable
Zest’s Positioning

33. Market Identification
The Valley and Outside

34. Prime Five
Valley
Pokhara
Dharan
Narayanghat
Birtamod

35. Focused Five
Damak
Bhairahawa
Itahari
Parsa
Dhangadi

36. Communication
In the Market

37. Communication Theme
Internationally Recognized
Product Range with MASS
APPEAL

38. Communication Objective
Product Establishment
Constant Visibility +
Persuasion

39. Communicative Phases
Product
Introduction!
Know us more!!
1
Hey! We have
best of options
for EVERYONE
of you!
Come try them!
2
We have this
STAR PRODUCT
and we have
best line up!
Come buy them!
3
!&!

40. Media Projection
Modern, Youthful, and Dependable, and
for everyone
Advanced Technology
Efficiency, and car-like experience
International Credentials

41. Rising Awareness
Comparison of the models with
competitors
Focus on key specifications that the
range offers
Mass Representations
Will talk about finance, spares and
service issue, network

42. Communication Route!
Ads, BTL
Presence,
Product
Coverages, Word
of Mouth
1
Ads, BTL
Presence,
Reviews, Test
Rides,
Exchange,
Schemes
2
Product’s
Regional Focus
+ 1 + 2
3

43. Communication Method
Key markets to have mix of range and
leading product
Every month, weekly exposure in print,
and regular exposure in motion media
Social Media Exposure

44. CONTENT
DATA ANALYSIS
BRAND PLAN
MARKET PERCEPTION
Calendar

45. Activity Plan
Months
August
September
October
November
December
1
ATL_BTL
National
+
Prime Five
+
Focused Five
2
Special Events
NADA
Teej
Miss Lekhnath
Dashain
Sponsorships
3

46. END OF PRESENTATION!
Beginning of Discussions