Advertising and Sales Promotion

Submitted by – Ninad Jayant Joshi, Sakshi Arora,

Sukriti Bansal
TVS Victor

Competition to TVS Victor – TVS Victor’s target audience is the

middle class family man, with minimum funds to dispose. He also
strives to achieve something in his life that will raise his status in the
society. The competition and TVS victor have very high fuel economy,
hinting the consumer is very tight on funds and is money centric.
Every bike in this segment tries to appeal to the increase social factor
in its TG.
1. Honda CB Shine
2. Hero Passion Pro
3. Bajaj CT 110
Key differentiating factors – The factors listed below are our
interpretation on what the communication from each brand is trying
to convey. Every motorcycle is targeting a middle class man and
hence each communication addresses a certain aspect of a common
man’s daily life problems such as bad roads, sense of achievements
and breaking the binds of everyday work pressure.
1. Honda CB Shine- Positioned as a product that brings “shine” to
you and your family. The factors from a communication
perspective includes the product name being used
metaphorically, a motivating and happy communication from
the brand.
2. Hero Passion Pro – Positioned as a product which enables the
consumer of Hero Passion Pro to live their own life full of
“passion” and enthusiasm. From a communication perspective
 the product is being used to target the middle class consumer
who always thinks on what the society is going to think and
provides with a motivational message towards living without
hesitation or social pressure.
3. Bajaj CT 110 – Positioned as a brand that can be driven on any
road without hesitation and focuses on motivating rural
consumer to buy the product. The communication is “Har
Sadak Par Kadak”, giving out a message of ruggedness of the
bike.
The channels used for advertising the said competition and brands –
The following channels are already being used as the primary carriers
of information by all the motorcycle manufacturers. We also have to
take in account that print, radio and social media also plays a
relevant role as support media.
Hindi GEC –
1. Sony Entertainment Television (Weekly Viewership –
4,92,456,000)
2. Colors TV (Viewership – 5,73,784,000)
Hindi/English Movie channels –
1. Sony MAX (Viewership –4,16,845,000)
2. Zee Cinema (Viewership – 3,55,678,000)
Sports Channel –
1. STAR sports 1 Hindi (Viewership – 96,536,000)
2. Sony Ten 1 (Viewership – 42,949,000)
Factors critical in selecting media – In accordance to what every
brand is trying to communicate, we have deduced these certain
points highlighting the major points of focus needed before investing
in the said media. All of these points are necessarily taken into
consideration before running a campaign on -
1. The nature of product
2. Potential market
3. The type of distribution strategy
4. The advertising objectives
5. The type of selling message
6. The budget available
7. Competitor's advertising
8. Media availability