Case Studies
Background : TVS Motor Company is a part of the acclaimed TVS Group. It is the third largest two-wheeler manufacturer in India and among the top ten in the world with a whopping turnover of us $ 650 Million
Challenge : The Company's flagship women's scooterette “TVS Pep” needed a smooth, but considerably aggressive push into the semi urban and rural markets. There were many challenges; the resistance from the traditional target customers to an obviously western styled campaign that talks about the new women- ‘The Modern Woman' who is socially liberated, educated and globally aware.
The Campaign : Promotional activities were conducted in colleges and work places for young women. The activity WOW (Women on Wheels) was conducted under which young women were asked to come over to a learning school which was set up to teach them driving with emphasis on traffic and personal safety.
Solution & Outcome : The campaign gave a new lease of life to the aspirations of the up and coming women in these towns. A full-fledged Girl Marketing & Promotion Team visited colleges and other institutions for direct interaction with the Target i.e Young students and working women from 16 to 35 years of age. It resulted in a tremendous feedback and an overwhelming response. The campaign gave their opinions a voice and TVS, an opportunity to peek in the mindset of its customers.
Background : Tata Motors Limited is India 's largest automobile company and is the leader by far in commercial vehicles in each segment and the second largest in the passenger vehicles market with winning products in the compact, midsize car and utility vehicle segments. The company is the world's fifth largest medium and heavy commercial vehicle manufacturer.
Challenge : To promote TATA 909 Ex which is a 6 tonner LCV in rural Telangana markets. The campaign covered the entire Telangana region with 2 days in every district.
The Campaign : A dedicated direct marketing team had a constant interaction with target customers and through a series of interviews finally got down to what their specific needs are, as to what kind of vehicle they are expecting in terms of load capacity, mileage, performance and overall service support.
Solution & Outcome : Through road shows and direct one to one interactions the marketing teams elicited the enthusiasts about the versatility, utility and complete features of the TATA 909 Ex LCV. As a result of this campaign the sales of TATA LCV's crossed that of Eicher in the monthly sales target. The campaign generated a lot of brand awareness and enthusiasm from the target customers.
Background : Videocon is a renowed consumer durables company and a market leader in many segments.
Challenge : To promote their range of Microwave ovens in sub-urban as well as urban territories. The primary objective of the activity was to bring an awareness about Videocon Microwave ovens and not sales.
The Campaign : Since this was an awareness generating campaign, an event was designed in which housewives played a crucial role - “The Cooking Queen Contest”. Participants were required to prepare a healthy dish, which was judged by a qualified nutritionist based on its health quotient. The winner was presented with a Videocon Microwave Oven.
Solution & Outcome : The campaign garnered a lot of enthusiasm from its target audiences i.e. middleclass housewives and proved to be a successful promotional tool.
Background : The Mahindra Group is a giant conglomerate and a leading manufacturer of multi-utility vehicles and tractors with significant presence in key sectors like infrastructure, information technology and financial services.
Challenge : To market their Champion Alpha 3 Wheeler Auto in the interiors of AP. This is a long-term sustainable promotional activity covering all the districts of Andhra Pradesh with 3 days of activity in a month for every district.
The Campaign : Road shows were conducted to bring awareness among the target customers along with leaflet distribution and product demonstration by the marketing team.
Outcome : The activity has dramatically boosted the sales of the Champion Alpha and has raised its profile among its target customers in rural Andhra Pradesh.
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