The owners of TAL were grappling with the issue of which segment to target by their new brand of scooters. Segments were obtained through cluster analysis on: (i) demographic variables and (ii) importance of attributes in deciding the brand. Discriminant analysis was used to confirm the exclusivity of the segments. The segments were profiled on demographic variables, importance of attributes, and performance of brands on the main attributes. The latter could be used for deciding the position and product features of the brand. The data was collected through an all India survey study of two wheeler owners and non-owners. The case presents the analysis done for arriving at the segments including factor analysis, cluster analysis, and discriminant analysis. Participants are expected to critique the analysis for creating the segments. They could decide on targetting one or more segment(s) for the new scooter to be launched. They could do some analysis for deciding the position and product features. They can also be expected to suggest further analysis for generating better segments and positioning options.