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Racing past the barriers

Date of publication: September 19, 2007

Catalogue: Congress 2007: Excellence

Company: KANTAR TNS Malaysia

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

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Prasad Narsimhan

Author

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Gupta and Samanta (2008a, April 09). Of heads and hearts and cultures apart!. ANA - ESOMAR. Retrieved August 15, 2022, from


https://ana.esomar.org/documents/of-heads-and-hearts-and-cultures-apart-


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Blades and Johnston (2008a, June 01). The glue. ANA - ESOMAR. Retrieved August 15, 2022, from


https://ana.esomar.org/documents/the-glue


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Lynch and Dierikx (2008a, September 26). Fuelling Philips' innovation engine. ANA - ESOMAR. Retrieved August 15, 2022, from


https://ana.esomar.org/documents/fuelling-philips-innovation-engine


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Citation

Kumar and Narsimhan (2007a, September 19). Racing past the barriers. ANA - ESOMAR. Retrieved August 15, 2022, from


https://ana.esomar.org/documents/fuelling-philips-innovation-engine