Very identical reasoning

Prasad Narasimhan, VP, Marketing, TVS Motor, gave a very identical reasoning, “Celebrities such as Preity Zinta and Trisha (south Indian actress & new face of TVS Scooty) have very strong personalities which rub off positively on the brand...” And with the scooterette segment in a euphoric state this war is only going to intensify in coming months. According to a Society of Indian Automobile Manufacturers (SIAM) report, there has been a growth of more than 18% in sale of scooters and scooterettes in the month of June 2007 as compared to June 2006. On the other hand motorcycles have shown a phenomenal dip of 17%. No wonder that six months down the line, we also have Lara Dutta endorsing Karizma. So does that mean the men of the game like Hrithik Roshan and John Abraham are in for some really serious competition from these femme fatales? While that’s not easy to predict, one would agree that marketers are targetting women customers with an unprecedented aggression. And as for the battle of the Indian Power Puff girls, it’s for this market to decide – which star captures their aspirations the best...

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Source : IIPM Editorial, 2008

An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist)