Integrated marketing communications in a two wheeler agency

An interview with Mr.Pandiyan,the  manager of Ashok agency(TVS), Tenkasi:

Lets see how the various communication elements are effectively used by Ashok agency,Tenkasi. 

Advertisement:

            The  models and the kind of advertisements are decided by the manufacturer. In case of TVS, different products are endorsed by different persons. The model for ’ StarCity’ is M.S.Dhoni, empowering performance and success, where as  ‘Star Sport’ is endorsed by Virat Kohli, owing to his stylish game and sporty look.

            The real beauty of positioning one’s product through ads lies in the advertisement for TVS ‘Max 4R’,featuring a common travelling salesman. The manager says that after the era of M80, XL heavy duty ruled the hearts of milk vendors and wholesale distributors for years togehter. But now, mopeds are out of fashion and bikes have become the order of the day. So it became mandatory for TVS to cater the present and future bikers.

Sales promotion:

            Ashok agency and most of the dealers in the nation distribute pamphlets in the regional language. As an incentive to the customer they offer free insurance, ‘exchange mela’ etc. Mr.Pandiyan says that the exchange mela and accessories added with reasonable price made TVS JIVE, the 1^st preference of economic and comercial bikers in tenkasi region.

Events and experiences:

            Test driving facility and exchange festivals constitute this part . These  favour the customers with an option of experiencing their choices. Occasionally, the products of TVS are showcased in the exhibitions at Tirunelveli.

Direct and interactive selling:

            This part of communication is helpful in maintaining customer relationship during both the pre and post purchase period. the customers are alerted through phone during delivery and service periods through mobile phones.

Personal selling:

            The frontline people of Ashok agency are well behaved  when compared to ‘Meenakshi Honda’ or ‘Susee Bajaj’ of Tenkasi . I make this statement out of my own experience. This is also evident from their successful existence in this small town for more than 20 years.

Word of mouth:

            From my point of view this is the most powerful tool of communication, especially in the case of products rather than services. As mentioned earlier, the test driving facility is clubbed with gaining the word of mouth. The new arrivals are provided for test driving at the renowned workshops of the town. Through this method, the vehicle is made to be accepted as the best suited one for the biker who undergone the test-drive, with the word of mouth from the mechanic, who has the biker as his regular customer. The mechanics are paid commissions for doing so, on a quantitative basis.

Statistics:

Test drive response rate: 88%;

Sales promotion by the customer:

Recommendatoion-54%;

May recommend-28%; Not sure-8%;No recommendation -10%