With the motored two wheeler segment gaining preference cycling has taken a back seat and TI cycles in an attempt to increase sales and create new target segments is trying to market the charm of cycling. Apart from television commercials talking to the kids about the fun of cycling vs. cartoon watching, TI cycles has also recently flagged off the BSA Cycle Run, a rally in Chennai to bring in the connection between good health and cycling for pleasure.
The cycle rally took place on the April 18, 04 and was flagged off by Kapil Dev from Island Grounds, Chennai. It covered the breeziest routes in Chennai and targeted the urban executive helping him rediscover the joy of cycling and promote it as a leisure sport activity. About Rs.30-40 lakhs has been spent for the event. The rally is an experiment in South and will be taken forth nationally depending on its success here. TI Cycles is in talks with the Government to identify and provide exclusive cyclist zones that would be free from pollution.
Talking about marketing the concept of cycling, G Hari, President, TI Cycles, said, “Today the Television and the Internet consume the leisure time of Children and motorcycles too have pushed cycling to the backseat. We are attempting to create an awareness about cycling associating it with positive factors like good health, fun, and leisure.”
Apart from catering to its current TG, which comprises mainly of Children from different age groups and professional bikers, TI cycles will be launching an exclusive range christened City Bike to target health conscious adults who love to cycle for fun. TI Cycles has different bike ranges like the Standard bikes for SEC C&D at a price range of Rs.1600 and above, the SLR series for SEC B& C at a price range of Rs.1800 and above, the MTB series gear and non-gear for SEC A & B at a price range of Rs.2,500 and above. The brand series include Hercules, Ladybird, ibike among others.
TI Cycles has a net turnover of Rs.480-500 crores and will be spending about Rs.18-20 crores in advertising and promotions. Communication includes TVCs, rural promotions, print and outdoor ads. A slew of ads are expected to be launched soon connecting cycling with the concepts of health, leisure, sports, and fun. TI Cycles has a market share of 31% as of 2004 and is expecting to increase the share by 6% in 2005.