Relaunch of TVS Victor

1. 1
Evaluation of Brand Positioning of TVS Victor
Is TVS Victor back again spreading more smiles per kilometer?
After splitting with Suzuki, the Hosur based two wheeler manufacturer TVS re-launched its
Victor which was discontinued by it in 2007 on 20.01.2016.India is a value creation market
where TVS Victor has created superlatives.
Brand Equity
a. Brand awareness vis-à-vis Brand Recognition and Brand recall-Victor was
launched in 2002 therefore learning advantage after the re-launching in 2016.
b. Brand image-TVS has brought back the name plate of Victor as it is very popular
among commuters for Spreading more smiles per kilometer in 110 CC bike
segment.
Brand Association- used KISS principle as it is projected to be a family man‟s bike in the
TV commercial with tagline Meelon chalti Muskaan.
Segmentation
Demographic-Monthly household Income- Rs 20000+, Age-25-35 years, Sex-Male, Occupation-
Working Professional, self-employed, Education-literate, Geographic location-PAN India
Psychographic-Personality-Family man Lifestyle-Comfort seeking, social economic class-B1,
B2, A3
Target customer includes the sole bread winner who is influenced by the Parents and better half
in purchasing decision. Customer is looking for ease to travel. In 110 cc range TVS victor is a
good deal.

2. 2
CBBE Pyramid
1. Who are you?
Brand identity through “Kapferer Prism”
2. What are you?
Victor means a person who defeats an enemy or opponent in a battle, game, or other competition.
TVS victor is portrayed as a family bike who can overcome all hurdles and cross miles.
Point of Difference
Specifications
Engine 109.7cc, single cylinder ,air cooled Ecothrust-3 valve
Power 9.6bhp @ 8000rpm
Seat Single piece wide and long
Price
With optional both drum and disc options priced at Rs. 49,490 and Rs. 51,490
respectively, (all prices ex-showroom, Delhi).

3. 3
Point of Parity
Specifications
Torque 9.4Nm @ 6000rpm
Gearbox 4-speed
Length X Width X Height (mm) 1980 x 750 x 1090mm
Light 60W brightest lamp
Suspension Dual Suspension
Dry weight 112kg
Speed
55-80 kmph
Fuel tank capacity 10ltrs
Colour
Black & red, black & silver,Blue,Black,silver,grey
Wheelbase
1260 mm
Ground Clearance
175mm
3. What about you?
After speaking to “Banaras Auto Trader” Proprietor -TVS Dealer of Varanasi- I found that TVS
has a lot of offering in its kitty across commuter, executive and Premium segment. The TV
commercial (Meelon chalti Muskaan) has Good musical background for drawing customer
attention.
TVS Motor launched a PAN-India marketing campaign with MCCann Erickson comprising of
Print ,digital, TV and Radio ad around the central theme of Comfort in real life instances.
Brand Responses-3.91/5 rating on mouthshut.com proves the quality of delivery by TVS.
4. What about you and me ?-
Value proposition –In 3 Words “Meelon Chalti Muskaan” promising Mileage and Power.
Without using difficult words as McCann‟s idea conveys „What is in it for the audience? ‟
The ground clearance stands at 175mm, capable of taking diverse Indian road conditions with
ease .New Victor with both dual drum and optional front disc brake options gives effective

4. 4
braking. The single piece seat is wide and long and there's been considerable thought and
research given to its design and development leading comfort for rider and pillion.
Performance against competitors
Brand Mapping
1. Customer Analysis -What the product does and who it is for is clearly conveyed in the
McCaan Commercial. Gap identification thereby solving the Problem of the customer:-
Indian roads are uneven and the TVS victor is best suited for a comfortable long journey.
2. Competitive analysis
Competitive
advantage Matrix
Cost leadership Differentiation Focus
TVS victor Best priced with
high fuel efficiency
Better Performance,
edge in Ride, handling
and Braking
Family man
Honda Livo Tubeless tyre for
premium pricing
Young on design with
basic features for both
rural and Urban
population with
Japanese gene
Stylish
commuter
3. Competence analysis and Competitive advantage-
Conservative design offering better Perfomance- 9.4bhp of power and 9.4Nm of
torque thanks to its short stroke engine and Promises comfortable long journey through
telescopic forks up front and twin-shock absorbers at the rear, more fuel efficiency of 76
kmpl, 3 value engine, and 5-step adjustable hydraulic series springs at the back
Features-Digital speedometer, Pilot lamps, Hazard lamps, stylish stub silencer, spacious seat,
comfortable series spring suspension, Roto Petal Disc brake, 60W high Intensity Head lamp

5. 5
Brand element
Logo Smiley in Yellow color with tagline
Character/Attributes Comfortable, great ergonomics and offer a
great riding experience. It‟s also got oil
damped front suspension and a 5-step
adjustable hydraulic series spring at the
rear.
Slogan Meelon Chalti Muskaan
Internet address www.tvsvictor.com
In nutshell, Meaningful and Memorable for retaining audience
Brand Mantra
Emotional Modifier Descriptive Modifier Brand Functions
Family man Comfortable Performance
Correct Positioning-
Benefit related positioning in the Executive level (family bike) segment engineered to deliver
superior comfort to a family. TVS has done its homework correctly and studied its target
customer. The ad campaign spoke in the language the audience wanted.
TVS has done well to bring back the Victor name and ensure that it stays true to its DNA. It has
the comfort, great ride quality and best Suited for Price sensitive audience,
The below campaign clearly specifies what and for whom?
Website referred –
1) www.tvsvictor.com
2) www.auto.ndtv.com
3) www.bestmediainfo.com
4) www.mouthshut.com