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Take On: TVS Eurogrip TORQ Challenge 2021 Case Study

TVS Eurogrip is looking for ways to build their brand in the aftermarket replacement tire segment. They currently have strong market leadership for original equipment tires but want to increase brand awareness and influence consumer purchasing decisions for replacement tires. The document provides background on TVS Eurogrip and outlines deliverables for a marketing strategy proposal, including identifying target customer profiles, engagement tactics, and building brand advocacy. It encourages entrants to propose hands-on, data-backed ideas that could be implemented by the company.

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ojasvi agrawal
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169 views2 pages

Take On: TVS Eurogrip TORQ Challenge 2021 Case Study

TVS Eurogrip is looking for ways to build their brand in the aftermarket replacement tire segment. They currently have strong market leadership for original equipment tires but want to increase brand awareness and influence consumer purchasing decisions for replacement tires. The document provides background on TVS Eurogrip and outlines deliverables for a marketing strategy proposal, including identifying target customer profiles, engagement tactics, and building brand advocacy. It encourages entrants to propose hands-on, data-backed ideas that could be implemented by the company.

Uploaded by

ojasvi agrawal
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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TVS Eurogrip TORQ Challenge 2021

Case Study
Background
After a difficult phase of COVID-19 lockdowns and various uncertainties for the past many months, the
last few months saw India Inc gearing up to better times. Analysts expect the automobile and ancillary
industries among the many others to gain growth momentum owing to an improved outlook for the
auto sector, strong rural demand, and increasing personal mobility trends.

The automobile sector is showing signs of recovery, this is giving a boost to the tyre industry. Rural
demand for tyres has been growing and since COVID-19 it has gone up even more. The expectation is
that global markets, led by India, will be the main growth drivers for two-wheeler tyre segment, in the
foreseeable future. Post COVID, the replacement market has seen growth stemming from pent-up
demand and Tier-II & Tier-III cities. Apprehensions on using shared / public transport and a shift to
personal mobility due to COVID-19 are expected to push the two-wheeler tyre demand in the coming
quarters.

Tyre purchase is still a low involvement behavior and does have a large influence from mechanics and
retailers. There is top of mind recall only for a few tyre brands among consumers.

However, today the purchase behavior is slowly changing, especially with two-wheeler riders, when it
comes to choosing tyres. Young riders today are far more informed and are sure about what they want
for their vehicles.

About TVS Srichakra


TVS Srichakra Limited is one of India’s leading manufacturers and exporters of 2&3 Wheeler tyres and
Off-Highway tyres. Incorporated in 1982, it is one of the flagship companies of the USD 8.5 Billion TVS
Group which is India’s largest Auto Ancillary conglomerate. With global research and development
capabilities and cutting-edge technology, TVS Srichakra produces industry-leading tyres for the
automotive sector in India and worldwide.

Headquartered in Madurai, TVS Srichakra has manufacturing facilities in Madurai (Tamil Nadu) and
Rudrapur (Uttarakhand) with a production capacity of over 3 million tyres a month. The company has a
design center in Milan, Italy supporting the R&D center in Madurai and the tyres are tested in Indian,
European, and Japanese road conditions. TVS Srichakra’s products are available in over 85 countries
across the world.

In early 2018 we embarked on a new journey to refresh Brand TVS Tyres with a new name, identity, and
positioning where ‘TVS Eurogrip’ as a brand was launched in August 2019. The business is split into
Original Equipment- OE (Tyres that get fitted into new vehicles) and After Market – AM (tyres bought at
the retail counter at the time of replacement).

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While TVS Eurogrip has a leadership position in the OE market, the challenge lies in how we capitalise
on this leadership and influence the conversion when they are due for a replacement. The ask is on how
we can build brand salience and influence purchase to the maximum extent possible. Since there are
intermediaries in both business verticals (OE & AM) it is challenging to collect customer information and
engage one to one.

Brand TVS Eurogrip


Communication pegs and codes in the category have been changing quite swiftly to reflect the new
age rider’s preferences, with the advent of high-speed bikes and the focus is now also on the emotional
aspects behind buying a two-wheeler and a two-wheeler tyre. Our core positioning for TVS Eurogrip is
that we understand bikes and bike tyres the best given our experience in the category and our global
expertise (our tagline, “The Bike Tyre Specialist”, stems from there).

Our present brand communication is born from one such powerful consumer insight. All riders, be it
seasoned bikers or city riders experience some uncertainty and vulnerability during their ride at times.
One such key moment is when they take a turn, and that’s when an efficient pair of tyres makes all the
difference. TVS Eurogrip, The Bike Tyre Specialist has a wide range of tyres to take on any turn with
confidence.

Deliverables:
• Identify the customer profiles that Eurogrip should target. Chart out their purchase journey and ways
in which the brand can engage with them effectively at each stage/touchpoint of their consumer
journey.

• How can Eurogrip build brand advocacy to drive positive word of mouth and referrals?

• Design a marketing strategy to build preference for Eurogrip in the Aftermarket channel targeting
existing 2-Wheeler users and influencers like mechanics.

• What is the ROI projection for the solution provided?

Some tips to grab our jury’s attention:


• Get more information about TVS Eurogrip from our website, social media handles – LinkedIn,
Instagram, YouTube, Facebook

• Check out our new Campaign - Tyres for a Country Full of Turns

• We love listening to our customers and potential customers’ voice, let’s see if you can capture it!

• It would be amazing if the ideas can be implemented by us, so make it hands-on

• Any analysis backed by data will get some extra grip

Get on your bikes and be ready to Vrooooom...

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