TVS Scooty
History
Scooty was initially conceived of as a Scooter for both sexes. However sales figures over the first two years indicated that more women were buying the Scooty than men. In 1998, Scooty went through a repositioning exercise to target women. Though it was seen as a risk with the large majority of Indian two-wheeler riders being male, TVS chose the strategy to tap the nascent segment of women riders. Over the last decade, Scooty has launched several models that cater to different segments of the market.
Scooty Pep+
Women on Wheels: Building the Riding Habit
Scooty Insitute Logo
TVS Scooty embarked on a project to provide two-wheeler riding training to women across small and large towns in India with a view to building the habit of riding in what is considered a low-penetration segment: less than 2% of Indian women in the potential two-wheeler buying category of 15-60 year olds actually buy a scooter. Rechristened the TVS Scooty Institute, 80 centers have been set up and 42,000 women have been trained to ride a two-wheeler. About 20% of women trained at the the institute buy the a TVS Scooty. This campaign has won several awards, notably amongst them the EMVIE by the Ad Club Bombay for being the best campaign innovation.
Environmental Impact
Scooty Teenz Electric logo
Concerns for the environment and rising fuel prices have resulted in a slew of Indian automobile manufacturers exploring the electric two-wheeler segment, notably amongst them Hero Honda and Kinetic. TVS Motors entered the segment in April 2008 with the brand Scooty Teenz Electric, an ungeared scooter powered by an 800 Watt motor running on a lead-acid battery.. The Teenz Electric can carry a load of 130kgs with a pillion rider, upto a distance of 40km on a single charge. Recognizing special needs of the young Indian woman on the road Scooty Teenz Electric incorporates design elements such as large utility and storage spaces, a mobile phone charger and a low battery charge indicator.
MTV Scooty Teen Diva Inititative
Today Scooty is shorthand for any women’s two-wheeler, it has almost become a generic name
Srinivas, General Manager, Marketing, TVS Motor on Scooty promoting the category of women’s scooters in India
TVS Scooty supports the MTV Scooty Teen Diva reality television contest that judges contestants on a variety of skills and attributes. The 2009 edition had over 3000 applicants, 11 of whom participated in a 15-day shoot on location which was televised into and eight-episode reality series on MTV India in July-August 2009. Featuring judges who were members of the Indian fashion industry, contestants were graded on a skills such as ramp-walking, cheerleading, acting and creativity. The winner Apecksha Porwal will compete as India’s representative at the Miss Teen International beauty pageant in July 2010 in Chicago, USA. The association with a youth oriented TV series is believed to reinforce Scooty’s position in the minds of the target consumer.
Models and Features
Scooty Streak
Scooty Streak
Launched in March 2009, the TVS Scooty Streak features LED tail lamps, external fuel filling and an easy-to-use center stand: making it specifically designed for the young woman. It has 90mm wide anti-skid tyres fashioned from wet compound giving it stronger grip in wet-weather driving. Indian tennis player Sania Mirza, endorses the brand and has appeared in several commercials around the model.
Scooty Pep+
Launched in May 2008 Scooty Pep Plus features a light-weight body, with a choice of 99 colours. No other scooter in the segment offers such a choice. Pink is the largest selling colour. At various times, Bollywood actresses Preity Zinta and Minissha Lamba have endorsed the brand.
Scooty Teenz and Teenz Electric
The Scooty Teenz has also been released in the electric edition that is designed specifically for young women who travel short distances.
External links
Official Website
TVS Motors Website
References
^ a b c d Srinivasan, Sriram (17 October 2009). “Women on Wheels”. Outlook Business. http://business.outlookindia.com/article.aspx?262141. Retrieved 12 December 2009.
^ Challapalli, Sravanthi (17 September 2009). “A Campaign for Mobility”. The Hindu. http://www.blonnet.com/catalyst/2009/09/17/stories/2009091750120300.htm. Retrieved 12 December 2009.
^ Akhouri, Priyanka (05 October 2009). “TVS Scooty Rides High on Women on Wheels Notion”. The Financial Express. http://www.financialexpress.com/news/tvs-scooty-rides-high-on-women-on-wheels-notion/525060/. Retrieved 12 December 2009.
^ “TVS Launched Electric Scooter”. Business Standard: p. 7. 03 April 2008.
^ “After Electric, TVS plans to make LPG & CNG Bikes”. Business Standard: p. 5. 16 February 2008.
^ “TVS’s New Electric Scooty Targeted at Young Ladies”. The Free Press Journal: p. 12. 17 February 2008.
^ “Smooth Ride”. Afternoon: p. 12. 16 May 2009.
^ “And the Teen Diva is…”. Bombay Times (Times of India supplement): p. 5. 22 August 2009.
^ “TVS Launches Scooty Streak”. The Hindu Business Line: p. 14. 8 March 2009.
^ Raikar, Sanjay (May 2009). [www.indiabike.com/roadtest/tvsscootypep_o/index.htm “Pretty, Petite and Plucky”]. Bike India. www.indiabike.com/roadtest/tvsscootypep_o/index.htm. Retrieved 12 December 2009.
^ “Super Commercials”. Bike India: p. 97. August 2009.
^ a b “Woman Power Fuels Scooty”. Business Standard. 16 November 2009. http://www.business-standard.com/india/news/woman-power-fuels-scooty/376554/. Retrieved 12 December 2009.
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