The scooter segment in the Indian automobile industry is the most wanted and trusted segment of Indian society with a maximum number of the consumer using scooter throughout their life. The scooter segment will always have a high demand for consumers. With the introduction of new brands and style the competition just got bigger and better.

Many factors will affect or impact the scooter sale rate, the following point will have an undeniable impact on the segment.

• Customer Purchase Behaviour
• Pricing of product
• Segment selection

Today most of the products are bought, not sold. When Hero and Honda ended their collaboration in the year 2010 and terminated the twenty-six-year-old relationship due to some unresolved differences and their highly ambitious and independent plans for business development, it created a space for business enhancement for other brands.

Hero and Honda both started to work on their new brand development strategies since both the brands wanted to have their own space in the market with improved and resurgent brand enhancement and product differentiation.

Branding is considered to be more simple and a more efficient way to sell things to the consumer. In the scooter segment, a company recently started a new campaign with renowned actress Alia Bhat. The company is targeting young girls of the society who are independent or wish to be independent. The brand associates itself with youth, exuberance, energy, and Style. The advertisement gives the details about the product feature information in a very salient manner. It has also showed that it is more than a vehicle. It is a life style.

Since Brand Koncept gives the complete end to end solution for business enhancement, so we included the market and segment analysis into our database for business solutions. The Pleasure could not give a tough fight to the other competitors like Honda Activa and the acclaimed Suzuki Access. The innovative marketing strategies and branding strategies are missing in the hero. The introduction of celebrity and by investing heavily does not create brand value in the market or in other words cannot win customer trust. The market share of Hero Pleasure is currently low when compared to other products. To promote the brand the company is also giving heavy discount rates but the company is still it is struggling in the current market trend. Priyanka Chopra was also endorsing Pleasure. Now “the product has become the ambassador of the brand and even a slight decrease in the quality of the product or a hint of trouble will affect the brand’s identity as a whole”. The consumer dissatisfaction can cause the most elaborate brand strategy to end in failure.

If you see the branding strategy of the company will be a cause to cut its target segment by more than 50 percent by promoting that it is the vehicle for girls only. It is purely targeting to female segment of the society so there will always be a low probability that male consumers would buy those vehicles. The perception has been created by the company itself that this segment is mainly suited for female consumers and this perception has restricted segment growth rate. Pleasure states that vehicle is for everyday convenience and peace of mind, anywhere you go.

The brands like TVS and Honda are targeting more of the family segment and showing that anyone in the family can use the vehicle. It is perfect for any age group and gender. This advertisement can change the perception of consumers.

With its new ad campaign, Activa associates its brand like an army person who is well disciplined, smart; performance oriented, honest, Intelligent, loyal and lovable.

Amitabh Bachchan is currently endorsing TVS Jupiter scooter. It also associates itself as trustworthy, respect, and family oriented consumers will love it. It loved by all types and age groups of family members. These vehicles are consistent in their performance, multi-usable, reliable and modern with style. It says “Jyada” in every aspect of the vehicle, value for money.

Experts from Brand Koncept help to build stronger brands by improving brand impartiality; they define the best position and manage your brand portfolio. Motivational researchers are conducted in an organized way by unmasking both consumers’ emotional and functional needs using through censydiam compass.