TVS XL 100

- Marketing strategy

Karthick S
PGPEX-VLFM
PRODUCT
-TVS XL 100 (4 stroke, gear-less, comfortable & most affordable 2
wheeler)

PLACE
-In villages for carrying vegetable, fertilizers etc.,
-small towns by vendors, milk-man, small scale business people for
carrying load
-Concentrating mainly on South Indian market

PRICE
-Ex-showroom price Rs. 32,600 (+ tax)

PROMOTION
-Advertisement in TV channels involving Actors of respective region
-Promotion/Service camps
-Videos of Customers voice on social media
PEOPLE
-2500 dealers across India + many distributors across 20
countries world-wide
-4000+ touch points

PROCESS
-Online service booking & Scheduled service
-Express 1 hour services
-Mobile app for complete detail
-Road side assistance

PHYSICAL EVIDENCE
-Received Deming award & JD power awards.
-Provide receipt of Cash received, RC book
-Sends SMS & mail on completion of service
SEGMENTATION
-For Farmers and goods vendors with economic buying capacity
-Customers buy for load carrying
-Without any tension of gear shift

TARGETING
-Farmers, Poultry workers
-Small business doers
-Vendors - Selling goods door to door/to shops

POSITIONING
-TVS XL 100 is positioned Rs 5,000 below the nearest
competitor Bajaj CT 100
-TVS XL 100 positioned slightly above TVS XL(previous version) Various segments-Cost Vs Performance
120

100 Premium

80
Commuter

Performance
60

40 Economy

20

0
0 20 40 60 80 100 120
Cost
Conclusion
The total market space of 5% in the 2 wheeler segment
shared with competitor- Bajaj CT 100, Bajaj Platina
Powerful
Twin seat
Key marketing strategies area: 4 stroke
-Marketing features design
engine
-Pricing
XL 100 is priced Rs 5000 below Bajaj CT 100 & it is the
most affordable price of all vehicles.
More
-Better service experience loading Gearless
Provides convivence of Online service booking, express 1 space
hour service delivery scheme, reminder of service time through
SMS

The above mentioned strategies are followed to provide

customer satisfaction & increases the referral by customers,
thus making TVS as market leader in the segment.