Developed an Umbrella Branding Strategy relevant to each of the Individual brands from TI Cycles - BSA, Hercules, Montra, Track & Trail Also create Overarching Campaign Idea to Sell as Campaign

1. TI Cycles

2. THE TASK AT HAND
To develop an overarching idea that holds
individual ideas together while promoting each
of the brands of TI Cycles to the specific target
segment

3. THE METHODOLOGY
Analysing the product
offerings
Arriving at the
Ideas

4. MARKETING OBJECTIVES
FROM SELLING CYCLES TO SELLING CYCLING
PROMOTE TI CYCLES BRANDS AS THE MOST
INNOVATIVE AND TECHNOLOGICALLY
ADVANCED IN INDIA.
PROMOTE CYCLING AS A FUN, EASY, AND
ENVIRONMENTALLY SAFE WAY TO GET AROUND
THROUGH OUR BRANDS

5. Major Brands
• BSA
• Hercules
• Track and Trail
• Montra

6. Sub-Categories
• BSA Champ
• BSA Ladybird
• Hercules Turbodrive
• Hercules Roadeo
• Hercules Ryders

7. About BSA
• BSA stands for style, fun and comfort.
• There are several models catering to consumer
segments ranging from kids, ladies and other premium
end customers.
• BSA Ladybird, BSA SLR, BSA Champ, BSA Mach are
trendsetters and icons in their respective categories.

8. About Hercules
• Hercules stands for strength and speed.
• The range of Hercules Roadeo and Hercules MTB
Turbodrive have been pioneers in the bicycles
category catering to the youth.
• The range of Hercules Ryders is for urban adults for
them to ride towards a healthier, happier self.
• The Hercules Popular brand of "standard" bicycle is a
market leader in the segment.

9. About Track & Trail
• Track and Trail – retail brand for premium bikes – sole
distributorship arm – BMX, MTB range ( GT & Mongoose) plus
other recreational bikes from ducati, canondale, biancchi etc
• It is the ultimate destination for everything in cycles - from the
best of international bicycles and world-class accessories to a
network of people with expertise on technology, performance and
the intricacies of cycling..

10. About Montra
• Indigenous brand from TI - faster, lighter and stronger
than any cycle every created in India, Montra brings
international standard carbon frame bike for the first
time in India.
• It is designed and manufactured ingeniously and is a
part of the flagship range of TI cycles under Track and
Trail.
• Montra, meaning “My Track” is the bike that lets you
ride our your aspirations, that lets you choose your
own path.

11. Overarching brand purpose/idea

12. Rationale/background

13. The Joy of Cycling

14. Brand Story
Cycles are entwined with our lives
forever. They grow as we grow. A bond
is developed with the consumer when
the consumer first starts cycling. And TI
with its varied offerings manages to stay
relevant with the consumer at all stages
of his life. When a kid is introduced to
cycling, the journey starts with the JOY
OF Learning with BSA Champ. Its is a
gateway for the child to a new world of
cycling. A stage at which he is learning
all the time.

15. Brand Story (contd.)
As the consumer grows, so does his/her wants. And at this point is
where the consumer wants differentiated offerings. A young girl is
opened to world of freedom and basically let free, when she is
embarks on the journey with BSA Ladybird. She experiences the
Joy of Freedom. A young boy on the other hand chooses from a
list of options in accordance with his traits. There is Hercules
Roadeo for the bold and fearless, Hercules TurboDrive for riding
& beyond and there is Hercules Ryders for Being You.
Track & Trail offers more than just cycling whereas Montra is
completely a revolution to the industry.
Whatever be your age, choice, personality, interest or work, we
have cycles that spread joy in every stage of your life.

16. The big Idea : JOY
• BSA Champ : Joy Of Learning
• Bsa Ladybird : Joy Of Freedom
• Hercules Roadeo : Joy of Being Fearless
• Hercules Ryders : Joy of Being You
• Track & Trail : Joy of Finding more to Cycling
• TI Cycles: Joy For You

17. The Big Idea: Wheels
• Build up a emotional partnership between the
consumer experiences and the individual brands
• Each cycle, each pair of wheels has a different and
unique story behind it which are drafted by the
consumers
• The idea is to bring these numerous stories together
and connect it on a single platform
• For e.g. A Ladybird stands for Independence for some,
empowerment for some.
For a Ladybird we can combine all such ideas under
the single idea “Wheels of Freedom”

18. BSA Champ
• Idea: Joy / Wheels of learning
• 0-8 years of age
• You first ride
• Everything from prams to cycles to mod bikes
• People are introduced to cycling with BSA champ
• A very important brand to cultivate loyalty for the
company as well as cycling

19. BSA Ladybird
• Idea: Wheels/Joy of freedom
• 8 – 16+years of age
• Feminine, easy to ride, independence & comfort
• This is where the brand differentiates into male and
female offerings
• Its is the stage where cycling becomes a integral part
of a your life in your social circle

20. Hercules Roadeo
• Idea: Wheels/Joy of Being bold, Being fearless
• 6 – 16+ years of age
• Fearless, adventure and sporty
• This brand is very personality oriented
• It develops a sense of fearless , boldness, skills

21. Hercules MTB Turbodrive
• Idea: Wheels for Everyone , For Riding, Go beyond
• 8 - 16+ years of age
• Fun, affordable, style, passion, adventure
• As a brand it wants kids to go beyond just roads and
explore places, the city and adjoining areas
• The smart looks and features goes well with their
adventure loving character

22. Hercules Ryders :
• Idea : Wheels for Being yourself, Being healthy and
happy
• Urban Adults: 16+ of age
• Performance, Leisure Ride, Simplicity
• Gives the rider the filtered out joy of cycling each day
when he goes for a ride
• The bike can share the passion and dedication for
cycling with its riders

23. Track & Trail
• Idea: When there is More to Cycling
• Target group depends on individual brands
• The bikes are with their international features and
parts take cycling to the next level
• Its for people whose passion for going out and
exploring places cannot be satisfied in a simple way
• It’s a tool for those people to come together to share
their passion for cycling

24. Montra:
• Bringing a revolution to Cycling
• Revolutionary, Premium, Feature Packed, Tough
• Ingeniously built
• Montra means “My track”
• The brand has incorporated global standards in an
Indian cycle