Racing past the barriers

Date of publication: September 19, 2007

Abstract:

With the help of path breaking innovative research, TVS, a leading two-wheeler company in India, moved beyond the conventional path of functional, technical and design superiority to build a deeper connection with the consumer through the brand. Set in India, the presentation provides a glimpse of how markets evolve and the challenges that emerge with consumerization. The case discusses the launch of Apache, a new brand from TVS that in less than a year was clearly a success, measured by sales as well as winning consumer, auto experts and media awards.

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