TVS breaks its marketing division into two, one to focus entirely on premium bikes and global markets.

TVS Apache 200 Test Ride Review
TVS currently has a market share of 38 percent in the 150-250cc segment

Ahead of the launch of the Apache RR 310, TVS has split its marketing division into two units, one will take care of mass-market motorcycles, scooters and mopeds while the other will focus only on premium bikes and international markets. Arun Siddharth, who was the Vice-President for motorcycles, has now been made VP-marketing, premium two-wheelers, international business and TVS Racing. Aniruddha Haldar, who was the Vice-President-marketing, scooters and corporate brand has now been given the additional responsibility of mass-market motorcycles.

The new structure was put in place just a few months before the launch of the full-faired Apache. With the launch of the Apache RR 310, TVS is no more just restricted to one segment. A leader in the moped segment and the second-largest player in the scooter segment, TVS is steadily increasing its market share with the Apache brand. It currently has a market share of 38 percent in the 150-250cc space and is just behind the Bajaj Pulsar. While the segment itself has posted a growth of over 10 percent, TVS has seen more than 20 percent growth in the last 3-4 years.

TVS likes to call the 52 outlets across 40 cities where the Apache RR 310 is available as Performance Zones and these zones are deliberately being kept part of the same outlets as the bike could have a positive rub-off on its other bikes. Contradictory to the past, TVS has adopted a completely digital and experiential marketing strategy as against the traditional newspapers and television medium. A niche bike definitely requires a different approach.

TVS Premium Bikes

– TVS creates a separate marketing division for premium bikes, global markets and TVS Racing
– Arun Siddharth to lead the new marketing division
– Aniruddha Haldar also takes charge of mass-market motorcycles

TVS Apache RR 310
TVS says the Apache RR 310 is their halo bike

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