7/27/2019 IMC - TI Cylces.pptx
1/34
BICYCLE INDUSTRY:
TI CYCLES
TEAM 7 PGP 1(A)
ASIM AYAZ
CHARU BATRAKARTHIKAYEN B
SUNWINDER PAL SINGH
VIGNESH S
SUNNY TEOTIA
INTEGRATED MARKETING
COMMUNICATIONS
7/27/2019 IMC - TI Cylces.pptx
2/34
COMPANY BACKGROUND
TI Cycles of India (a Unit of Tube Investments of India Ltd.) is one of the
leading bicycle manufacturers in India.
Started in 1949 by the Murugappa Group and Sir Ivan Stedeford of Tube
Investments Group in UK.
Currently the number one manufacturer in special segments like Mountain
bikes, Sports Lite Roadsters, Racing bikes, etc. It has a manufacturing
capacity of around three million bicycles per year.
The maker of the country's most famous cycle brands like Hercules, BSA
and Philips cycles. BSA: style and looks
Hercules: strength and toughness
Volume Share: BSA: 40%; Hercules: 60%; Profit Share equally
divided
7/27/2019 IMC - TI Cylces.pptx
3/34
TWO CATEGORIES OF BICYCLES
Standard Category Bike
Special Category Bike
7/27/2019 IMC - TI Cylces.pptx
4/34
WHAT ARE
MARKETING COMMUNICATIONS?
Marketing communications are the means by
which firms attempt to inform, persuade, and
remind consumers, directly or indirectly, about
the products and brands they sell.
7/27/2019 IMC - TI Cylces.pptx
5/34
MODES OF MARKETING
COMMUNICATIONS
MarketingCommunication
s Mix
Advertising
SalesPromotion
Events &Experiences
PR &Publicity
DirectMarketing
InteractiveMarketing
PersonalSelling
7/27/2019 IMC - TI Cylces.pptx
6/34
MarketingCommunicatio
ns Mix
Advertising
SalesPromotion
Events &Experiences
PR &Publicity
DirectMarketing
InteractiveMarketing
PersonalSelling
7/27/2019 IMC - TI Cylces.pptx
7/34
7/27/2019 IMC - TI Cylces.pptx
8/34
ROPING IN CELEBRITIES
Characteristics of Celebrities to be consideredas Brand Ambassador
Expertise
Trustworthiness
Likeability
7/27/2019 IMC - TI Cylces.pptx
9/34
Karun Chandok as brandambassador for Montra
TI Cycles ropes in YuvrajSingh for the MTB range
7/27/2019 IMC - TI Cylces.pptx
10/34
TI Cycles launches exclusive kids store
7/27/2019 IMC - TI Cylces.pptx
11/34
MarketingCommunicatio
ns Mix
Advertising
SalesPromotion
Events &Experiences
PR &Publicity
DirectMarketing
InteractiveMarketing
PersonalSelling
7/27/2019 IMC - TI Cylces.pptx
12/34
BSA was The
Official Bicycle
Partnerof the
recently released
Karan Johar film
Student of the
Year!
7/27/2019 IMC - TI Cylces.pptx
13/34
7/27/2019 IMC - TI Cylces.pptx
14/34
7/27/2019 IMC - TI Cylces.pptx
15/34
MarketingCommunicatio
ns Mix
Advertising
SalesPromotion
Events &Experiences
PR &Publicity
DirectMarketing
InteractiveMarketing
PersonalSelling
7/27/2019 IMC - TI Cylces.pptx
16/34
Moving from selling 'Cycles' to selling 'Cycling
7/27/2019 IMC - TI Cylces.pptx
17/34
7/27/2019 IMC - TI Cylces.pptx
18/34
7/27/2019 IMC - TI Cylces.pptx
19/34
Trade shows and
presentations
7/27/2019 IMC - TI Cylces.pptx
20/34
TRACK & TRAIL - COFFEE & CYCLES
InternationalCycles
Located in
Koramangala,
Bengaluru
Coffee barmanaged by an
independent
expert
7/27/2019 IMC - TI Cylces.pptx
21/34
MarketingCommunicatio
ns Mix
Advertising
SalesPromotion
Events &Experiences
PR &Publicity
DirectMarketing
InteractiveMarketing
PersonalSelling
7/27/2019 IMC - TI Cylces.pptx
22/34
10 cyclists
6 Day cycling from Udaipur to New Delhi (700 Km) Theme - Fun, Fitness and Freedom
In 2011 3800 events
Cyclothons FFF rides to people connected through Facebook.
Senior management of TI
Cycles of India, led byPresident, Dr D. Raghuram.
7/27/2019 IMC - TI Cylces.pptx
23/34
Launched in October 2012
Eight Different variants
Target 5 to 14 yrs.
Tricycles for 2 to 4 yrs expected soon
Dora The Explorer and Ninja
Hattori range of bicycles and
tricycles
http://www.bestmediainfo.com/wp-content/uploads/2012/10/nick-ti-cycles.jpg7/27/2019 IMC - TI Cylces.pptx
24/34
MarketingCommunicatio
ns Mix
Advertising
SalesPromotion
Events &Experiences
PR &Publicity
DirectMarketing
InteractiveMarketing
PersonalSelling
7/27/2019 IMC - TI Cylces.pptx
25/34
Di
s
p
la
y
Ad
s
7/27/2019 IMC - TI Cylces.pptx
26/34
Ads for Adults
7/27/2019 IMC - TI Cylces.pptx
27/34
The Kapil Dev
Ad
7/27/2019 IMC - TI Cylces.pptx
28/34
MarketingCommunicatio
ns Mix
Advertising
SalesPromotion
Events &Experiences
PR &Publicity
DirectMarketing
InteractiveMarketing
PersonalSelling
7/27/2019 IMC - TI Cylces.pptx
29/34
The Kapil DevAd
7/27/2019 IMC - TI Cylces.pptx
30/34
7/27/2019 IMC - TI Cylces.pptx
31/34
7/27/2019 IMC - TI Cylces.pptx
32/34
7/27/2019 IMC - TI Cylces.pptx
33/34
CHARITABLE FOUNDATION
7/27/2019 IMC - TI Cylces.pptx
34/34
THANKYOU