SCOOTY PEP+ ADVETISEMENT ANALYSIS

AGENCY: Dattaram Advtg.pvt ltd

The ad campaign of TVS ScootyPEP+ was an innovative product launching in two-wheeler

segment for teenage girls of the modern Era. Having initiatives like driving school for two-
wheelers in various cities has helped in its market penetration. The constant upgradation has
helped it compete with various competitors like Honda Pleasure, Active etc.

The Advertisements are a series where each one right from the ad where a doctor is proud to own
one to the latest ad where guys are sad that they have no girls to occupy the backseat lay
emphasis on women’s power & freedom.

The advertisement has used the following marketing practice:

SEGMENT: It has divided its audience on the basis of demography i.e its main aim is to target
the female teenagers.

TARGET: it targets the teenage female consumers , working ladies who cannot have a four
wheeler due to low income.

POSITIONING: Scooty is now positioned as Tough & trendy vehicle for the new modern girl. It
signifies the whole new surge of women who want to liberalize & express their freedom. Having
brand ambassadors like Preity Zinta, Sania Mirza identifies their brand image.

PROMOTION STRATEGY: having 99 colors in a vehicle was indeed a unique step since there
was risk involved in assuming that the consumers shall pay extra for a new shade. However, its
been successful so far. Also wide use of internet every time a new Invention is launched has
helped them gather more publicity.

IMPROVEMENTS: to have a more dedicated approach to encash on working women area. Their
concentration only on the teenage girls shall result into loss of a very lucrative market. Also it
should have ads targeting the parents or the sponsors for these girls as they do not pay for the end
product. The recent strategy of having an EMI of rs.999/month has made it quite a rage.

TIME SLOTS & CHANNELS: Its been aired on all commercially viewed channels like Starplus,
StarOne & specially targeting channels like MTv& channel V that are more frequently viewed
by teenagers. Sponsoring show like Scooty Teen Diva has helped it gain more momentum
amongst the teenage girls. Its aired at the Prime time from 7p.m onwards till 9.30 on with higher
frequency.

The ad campaign has been unique in its approach & implementation. It’s a successful campaign
which has garnered a large market share.

By-

Nidhi Shah

Pg54