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Analysis of Target Market, Positioning and Marketing mix of Indian Bike industry

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Analysis of Target Market, Positioning and Marketing mix of Indian Bike industry (5 Brands) 23rd Sep, 2010 Index Sr. No Topic Page 1 Abstract 3 2 Royal Enfield 6 3 Pulsar 11 4 Yamaha 17 5 Passion 22 6 Discover 27 7 The road ahead 32 8 References 34 ABSTRACT This report focuses on the motorcycle revolution in India, and its successful foothold in the Indian market. Before deep-diving into the nitty-gritty of this huge market, we need to have an overall perspective of the two wheeler industry in India. Automobile is one of the largest industries in global market. Being the leader in product and process technologies in the manufacturing sector, it has been recognised as one of the drivers of economic growth. During the last decade, well-directed efforts have been made to provide a new look to the automobile policy for realising the sector's full potential for the economy. Steps like abolition of licensing, removal of quantitative restrictions and initiatives to bring the policy framework in consonance with WTO requirements have set the industry in a progressive track. Removal of the restrictive environment has helped restructuring, and enabled industry to absorb new technologies, aligning itself with the global development and also to realise its potential in the country. The liberalisation policies have led to continuous increase in competition which has ultimately resulted in modernisation in line with the global standards as well as in substantial cut in prices. Aggressive marketing by the auto finance companies have also played a significant role in boosting automobile demand, especially from the population in the middle income group. Evolution of the Two Wheeler industry in India Two-wheeler segment is one of the most important components of the automobile sector that has undergone significant changes due to shift in policy environment. The two-wheeler industry has been in existence in the country since 1955. It consists of three segments viz. ...read more.


Positioning The following lines bring about the intent and motive to buy for the targeted potential consumers: The company has positioned the bike for consumers who are seeking Power. Also it keeps in line the comfort as the ultimate desire for targeted population. It also does the positioning proposition for going the extra mile with Yamaha .In the very end it seeks to provide the end consumer with unbeatable advantage of staying ahead of all the competitor bikes. * The bike is positioned in the 150cc commuter segment as a stylish and comfortable motorcycle with adequate performance without having to restructure the monthly fuel budget. * The SZ series has also been positioned to bring fashionable commuting fundamentals within the reach of wider audience. * Thus it wants the audience to see it as a powerful, comfortable, fuel efficient bike which is ahead of competition in the contemporary times. Marketing Mix 1. Product Design of Yamaha SZ-X Yamaha SZ-X has a nice and beefy front fairing, racy paint/graphics and sporty rear styling with a bold exhaust. Product design is done to bring out a styling which is very appealing to the youth, which is target audience. . The bikes flaunt some cutting edge design structures like the headlight cowl with 3-dimensional slanting line which along with a sporty fender with split look enhances the look of bikes. The long cushioned seat ensures comfortable riding position enabling a straighter back and Extra Comfort while commuting long distances. SZ-X is also equipped with some of the finest technologies like electric starter and a windscreen to cut inward air swirl, thus making a hassle free riding experience for the rider. Design of the bike thus links the targeting of youth for a bike positioned to provide them with comfort. Engine of Yamaha SZ-X Yamaha SZ-X is aimed to deliver power, so might look out for a powerful engine from its previous series of bikes. ...read more.


Given these changes in the environment we can expect to see an increase in demand with a certain lag effect - the time it takes the benefits of reduced inflation to impact the customer's cash flows. Manufacturers are also working at increased segmenting of the market launching products aimed a newer segments like girls and women. Newer products, such as electrically powered motorbikes are also being introduced in the market. The market also is seeing a lot of action in the 150cc plus market with new models slated to hit the market. At the same time, brand building and promotional spends of top manufacturers have not shown significant reduction, keeping the category in the minds of potential customers. The festive season will bring in price-offs and discounts along with other promotional offers that will provide another fillip to sales. While this will have a temporary impact, it is imperative that the manufacturers, dealers and financiers work together even more closely. Manufacturers have a very strong relationship with their suppliers and dealers but very often view the financier as an external 'service provider'. The financier has to have greater integration in the entire supply chain, working towards maximising customer solutions and services. To sum up, all the economic indicators remain positive. The demographics of the country remain favourable for the industry and there is a tremendous tailwind in the economy and a spirit of prevailing optimism in the country, which makes us very confident that a turnaround in the two-wheeler industry is just around the corner. According to the Ratings Company Credit Analysis and Research (CARE), the two wheeler industry is expected to grow at 19.4 percent this fiscal. Longer term outlook is also expected to be healthy, with the domestic sales projected to grow in double-digits over the next five years CARE also said that it expects investment for capacity expansion of about Rs.900-Rs.1, 000 crore in the sector over the next two-three years. The investment would also be focused towards product development. ...read more.

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