In its novel drive for Scooty Pep+ , the build features the novel celebrity ambassador Ms Anushka Sharma. The drive titled Scootygiri projects the Scooty user every bit a immature confident daughter willing to query the status quo. The subject of empowered confident daughter has been the major positioning platform on which Scooty has built itself to the electrical current position.
Watch the campaigns hither : Scootygiri Romeo
The build straightaway has the slogan " Shake Them Up alongside Scootygiri" exhorting girls to standup confidently as well as confront issues caput on.
The build should live on commented on beingness consistent inwards its message over these years.
An analysis of the brand's portfolio gives for certain interesting facts. There are three sub-brands nether Scooty - Scooty Streak, Scooty Pep+ as well as Scooty Teenz.
Scooty Teenz is a sub 60cc scooter aimed at the first-time user of the production category. Scooty Streak as well as Scooty Pep+ are close similar products interms of technical specifications. The departure is inwards the styling as well as promotion.Scooty straightaway tin give the axe live on considered every bit a principal build alongside sub-brands - Teenz ,Streak as well as Pep+.
Although Scooty has been performing quite good inwards the category , in that location is a gradual shift inwards the category moving inwards the direction of powerful scooters. This shift is straightaway boosted yesteryear Hero Honda Pleasure as well as too gender-neutral novel scooters similar Access 125, TVS Wego Vespa etc.
Scooty seems to live on contented alongside the electrical current technical specifications but it should non live on blind to the fact that increasingly the ladies' scooter marketplace is moving towards powerful scooters. TVS has a production Wego which is inwards the segment of powerful scooters . My contestation is that Scooty should be modifying its production offering to reverberate this shift. It cannot allow Hero Honda Pleasure cause got upward leadership seat inwards this emerging category.
Scooty needs a presence inwards the higher engine capacity scooters to counter Pleasure . It cannot purpose Wego to counter Pleasure since Wego is a unisex scooter. Pleasure has been rattling aggressive inwards its promotions as well as volition live on creating a big chunk inwards the Scooty's existing client base. The effect is much deeper that cannot live on handled alongside high decibel ads or celebrity endorsements. Scooty has to come across whether the entire category of ladies' scooter is shifting towards higher engine capacity ones. Ofcourse in that location volition live on a marketplace for less powered scooters but that volition live on much smaller as well as unprofitable inwards future.
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