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Racing past the barriers

Date of publication: September 19, 2007

Catalogue: Congress 2007: Excellence

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Authors: Poonam V. Kumar, Prasad Narsimhan

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.

Poonam V. Kumar

Author

This is a long description of some author details.

Prasad Narsimhan

Author

This is a long description of some author details.

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Citation

Kumar and Narsimhan (2007a, September 19). Racing past the barriers. ANA - ESOMAR. Retrieved June 02, 2025, from


https://ana.esomar.org/documents/racing-past-the-barriers