Due to rise in unique customer demands at various points TVS have expanded their extensive product range and also to give tough competition to their rivals i.e. Bajaj auto and Hero Moto Corp. they have redesigned their marketing division.
The Chennai based motor company decided to split their marketing division. One division would focus on premium bikes and international markets, while the other would handle mass market motorcycles, scooters and mopeds.
Before the launch of its most expensive bike the TVS Apache RR310 which is developed in partnership with German-based automobile giant BMW, they decide to split the division as the new flagship may see multiple variations in future.
TVS motors are now no limits to one segment as they are planning to sell out 10,000 bikes as the higher sports bike segment has huge potential growth in last three to four years the company has successfully managed to boost up their market by 20%.
TVS is a market leader in the moped segment and second largest player in scooters and is gradually increasing its market share with Apache and has the current market share of 38% in 150-200cc area.
With the change in marketing division, the company also adopted digital and experimental marketing strategy against the traditional medium of marketing through newspapers and television.
As the company has already set up their three million strong apache customer base and they now they planning to unlock other option by offering new TVS Apache RR310.