Racing past the barriers: the success of the Apache motorcycle in India
Poonam KumarMotivational Research, APAC Region, TNS Asia, India
Prasad NarsimhanTVS Motor Company, India
This paper demonstrates client success achieved by responding to the challenges of a new emerging market place. 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 the exciting marketplace of India, the largest and fastest growing two-wheeler market in the world, the...