TVS Motor Company on November 25 announced its foray into the 110 cc segment by unveiling two new products – an auto-clutch motorcycle and an automatic scooter. TVS Jive, the 110 cc motorcycle, will be available at Rs 41,000 (ex-showroom, Chennai) while Wego is priced at Rs 42,500.
HS Goindi, President - Marketing, TVS Motor Co, said that Bates 141 would handle the creative duties of Jive, while BBH India had been entrusted with the creative responsibilities of Wega. Madison Media will handle the media planning and buying for both the brands. The television campaign for both the brands was slated to break in January, 2010, he added.
Speaking on the marketing strategy for the new products, Goindi said, “We are already a strong player in the scooter segment. Our marketing campaigns for these two brands would speak about the technology superiority.”
He, however, refused divulge details regarding the marketing spend, but said that company would allot whatever was required to market the newly-launched brands. “We normally spend about 4-5 per cent of our annual turnover on marketing. I can’t give you specific numbers,’’ he said.
While Jive will be available in the market across the country by December 2009, TVS would start selling the scooterette Wego from February 2010. Commenting on the sales target of the newly-launched products, Goindi said, “Out of the 300,000 motorcycles that TVS plans to sell in India this fiscal, the company is aiming for 10 per cent to be accounted for by Jive and the recently launched twin spark engine bike, Flame.”
He added that the company would initially focus on the domestic market with Jive and Wego and was looking at combined sales of around 35,000-40,000 units annually.