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marketing of motor bikes

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marketing of motor bikes

  2. 2. History In 1955, the Indian government needed sturdy and reliable motorcycles for its Army and police to patrol the rugged border highways. The first batch of 350cc Bullet from the Royal Enfield Company of UK were received and assembled at Chennai.   2
  3. 3. Overview  India, is the second largest producer of two- wheelers in the world. In the last few years, the Indian two-wheeler industry has seen spectacular growth. The country stands next to China and Japan in terms of production and sales respectively.    Majority of Indians, especially the youngsters prefer motorbikes rather than cars. Capturing a large share in the two-wheeler industry, bikes and scooters cover a major segment. Bikes are considered to be the favorite among the youth generation, as they help in easy commutation.  3
  4. 4. Market Size The two-wheeler market in India is the biggest contributor to the automobile industry with a size of Rs.100,000 million. The two-wheeler market in India comprises of 4types of vehicles, namely motorcycles, scooters, scooterettes and mopeds.  Two-wheeler vehicle segment is expected to show slow growth of 10 percent CAGR over the period of 2012-2016, as per the report. The motorcycle market share is about 81.5% of the total two wheeler market in India. Three-fourths of the total exports in the two wheeler automobile industry are made in the motorcycle segment. Exports are made mainly to South East Asian and SAARC nations. 4
  6. 6. Shifting Demand From Scooters To Motorcycles!!!By 1990s ,the change in customers preference towardsfuel-efficient and aesthetically appealing models, whichscooter manufacturers failed to provide.However, over the last five years, it has made a recoveryand is emerging as a niche segment targeted towards womencommuters.This segment is now dominated by Japanese manufacturerswith HMSI having the leadership.HH, which is a late entrant in this segment, has alsocornered a sizeable market share in the scooter segment.High replacement cost for the batteries, this has remainedin a marginal segment. 6
  7. 7. Two wheeler fleet composition in India:- 7
  8. 8. Features that deserve attention in respect of the Indian two wheeler segment are as mentioned: The Indian two-wheeler (2W) industry recorded sales volumes of 3.4 million units in 2011-12, and a growth of 11.0%. According to report a volume CAGR of 10-12% over the medium term to reach a size of 21-23 million units (domestic + exports) by 2015-16. Totalinvestment for new capacity generation in two-wheeler segment is likely to be more than $2.2 billion (INR10, 000 crore). 8
  9. 9. Number of players Bajaj Auto Hero TVS Motors Yamaha Motors Suzuki Motors Honda Motors Royal Enfield Mahindra Two Wheelers 9
  10. 10. Indian 2-Wheeler Market 10
  11. 11. 11
  12. 12. Top Three PlayersHEROBAJAJ AUTOTVS MOTORS 12
  13. 13. 13
  14. 14. But why are all “desi” motorcycles segmented ascommuters here? Motorcycles in developed markets are therefore segmented for the purpose that they are designed for eg: Super Sports for track/road racing, Cruiser for riding in a relaxed manner on open highways. The main purpose for buying/riding a motorcycle in India is to commute. Bikes like the Karizma ZMR, Pulsar 220 and R15 may have an element of fun but at the end of the day they are just basicallly glorified commuters. I mean how many neighbors/friends/relatives do you know in India who prefer to commute in a 4 wheeler/car and rides a motorcycle occasionally just for fun? 14
  15. 15. Entry Level Commuter Entry Level CommuterSegment defining models: Bajaj Platina, Hero Honda CD Dawn/DeluxeRational expectations: Basic model available with the least amount of money. Goodfuel efficiency (around 65-70 kmpl)Emotional expectations : The consumers of this segment don’t get affected byemotional aspects. In a way they don’t mind being seen riding entry level models.Models in this segment: Bajaj Platina, Bajaj Boxer BM150, Hero Honda CDDawn/Deluxe, TVS Sport, Yamaha Crux 15
  16. 16. Deluxe CommuterSegment defining models: Hero Honda Splendor, Bajaj Discover 100/125/150, HondaShineRational expectations: Good fuel efficiency (around 60-65 kmpl). Simple sober stylingwhich “both father and son can ride”Emotional expectations : The consumers of this segment don’t like to be seen buyinginto the least price (entry) models. These “deluxe” models has more snob/prestige valuethan entry level modelsModels in this segment: Hero Honda Splendor, Hero Honda Super Splendor, BajajDiscover 100/125/150, TVS Star City, Honda Shine, Yamaha YBR 110, Suzuki Slingshot 16
  17. 17. Stylish CommuterSegment defining models: Hero Honda Passion Pro, Bajaj Pulsar 135, Honda CBTwister, Honda CBF StunnerRational expectations: Good fuel efficiency (around 50-60 kmpl). Basically commuterambitions but with stylish aspirationsEmotional expectations : The consumers of this segment want to be seen riding stylishmodels compared to plain/sober deluxe commuter models. Therefore these modelsmimic the styling of bikes above its segmentModels in this segment: Hero Honda Passion, Hero Honda Glamour, Bajaj Pulsar 135,TVS Flame, Honda CB Twister, Honda CBF Stunner, Yamaha YBR 125/SS125 17
  18. 18. Sporty CommuterSegment defining models: Bajaj Pulsar Pulsar 150/180, Hero Honda CBZ Xtreme,TVS Apache RTR 160/180, Yamaha FZ-16/SRational expectations: Combination of decent fuel efficiency (around 40-50 kmpl)with decent pick up and a top speed around the (100-110) kmph markEmotional expectations : For the first time power and pickup takes equal importancealong with fuel efficiency. Bikes in this segment are also expected to be styled in amuscular manner to go along with the engine performanceModels in this segment: Bajaj Pulsar Pulsar 150/180, Hero Honda CBZ Xtreme,Hero Honda Hunk, Honda CB Unicorn, Honda CB Unicorn Dazzler, TVS Apache RTR160/180, Yamaha FZ-16/S, Hero Impulse, Suzuki GS150R 18
  19. 19. Premium CommuterSegment defining models: Bajaj Pulsar 220, Hero Honda Karizma, Yamaha YZF R15Rational expectations: Acceptable fuel efficiency (around 30-40 kmpl) with moreemphasis on power and pickup and standing slightly apart from the crowdEmotional expectations : Apart from good power and pickup consumers of thissegment expect to stand apart from the crowd, hence styling elements like Half Fairing,Full Fairing, Differentiated Styling (Cruiser/Classic)Models in this segment: Bajaj Pulsar 220, Hero Honda Karizma, Yamaha YZF R15,Yamaha Fazer, Bajaj Avenger 220, Royal Enfield Classic 350/500/350 Standard/350Electra, Royal Enfield Thunderbird, Honda CBR250R, KTM 200 Duke 19
  20. 20. Hero Motors Ltd is one of the leading companies in the two-wheeler industry.At present, it is the market leader in the motorcycle segment witharound 41% of the market share.The company has emerged as one of the most successful players,much ahead of its competitors an account of its superior andreliable product quality complemented with excellent marketingtechniques.The company has been consistently addressing the growingdemand for motorcycles and has a cumulative customer base ofover 5 million customers, which is expected to reach 6mn markwith the rural and semi-urban segment being the new class ofconsumers. 20
  21. 21. Company Profile"Hero", the brand name symbolizing the steely ambition of the Munjal brothers, came into being in the year 1956. From a modest manufacturer of bicycle components in the early 1940s to the worlds largest bicycle manufacturer today.Joint Venture between Hero Group and the Honda Motor Company of Japan, has today become the Worlds single largest two wheeler Company. Started with the initial investment of Rs.55 crores, Hero Honda Motors Limited came into existence on January 19, 1984. 21
  22. 22. Hero Honda offers the followingproducts CD 100  Karizma CD 100 SS Ambition Splendor  Ambition 135 Passion Splendor + CBZ Passion Plus CD Dawn CBZ Star 22
  23. 23. Advertising StrategyHHML is an organization, which is known for its innovative & Aggressive Marketing. The advertising budjet is of Rs.120 crores. All the mediums are used extensively, be it print or mass media like T.V & hoardings.HHML also promotes sports in the country. It is also the sponsor of the ICC world Cup 2003 and half of the Indian team represents Hero Honda.Also, advertising is done at a local level by dealers, in which HHML also contributes to help dealer promote the dealership in the local area. 23
  24. 24. Some of the Events SponsoredDuring the Years 1993 Hero Cup – Five Nation Cricket Tournament.  1999 Masters Golf Championship. 7th Cricket World Cup in England.  2000 NKP Salve Challenger Trophy. Stardust Hero Honda Millennium Honors Award. Masters Golf Championship. 20th Cinema Express Award.  2002 India-England Womens Cricket Series. Masters Golf Championship. Second Indian Television Academy Award. 21st Cinema Express Award. India-England Test Series. First Indian Television Academy Award.  2003 8 Cricket World Cup in South Africa. th 2004 ICC Champions Trophy in England. 24
  25. 25. Brand AmbassadorsIndian Cricket team Players: Virender Sehwag, Mohammad Kaif, Yuvraj Singh, Harbhajan Singh, Zaheer Khan and Sourav Ganguly.Superstar Hrithik Roshan is also a Brand Ambassador who helps to promote company’s "We Care" campaign comprising safety riding, environment and friendliness 25
  26. 26. Some of the famous ads…‘Fill it - Shut it - Forget it’ (Splendor).‘We Care’ campaign.‘Hero Honda Dhak Dhak Go’ (Music Video)‘Jet Set Go’ (Karizma) A fighter plane is on a regular sortie when the pilot notices a moving object. Zooming his camera, he captures a bike cruising at high speed. Informing the control tower, the pilot dives in for a closer look. The bike gathers speed and enters a tunnel to beat the fighter aircraft. Reaching the air-base, the rider meshes with the staff as they examine the images... ... of the motorcycle, unaware that its owner is amidst them. 26
  27. 27. Established in 1945, it was incorporated as a trading company. From 1948 till 1959, it imported scooters and three wheelers from Italy and sold them in India. It then obtained a production license in 1959 and struck a technical collaboration with Piaggio of Italy in 1960 and continued with the same for the next two decades. Its collaboration with Piaggio expired in 1971 and since then the Companys scooters and three wheelers are sold under the "Bajaj" brand name. And then entered in Motorcycle market. 27
  28. 28. Bajaj Auto offers the followingproducts CT 100 Avenger Platina Discover Caliber 115 Eliminator   Wind 125 Kawasaki Ninja   Pulsar 150 KS  28
  29. 29. Advertising StrategyBajaj Auto is an aggressive advertiser. The advertising Budget of Bajaj Auto is more than Rs.100 Crore. Bajaj has a distinct style of promoting its products, for every product launched there’s a new and fresh advertising strategy, developing the firm-positioning platform.Brand Ambassador : Cine Star of Asia, Jackie Chan. 29
  30. 30. Some of the famous ads…The very first TV Commercial of the Bajaj Discover DTSi (125 cc at that time) in 2004 featured the Cine Star of Asia, Jackie Chan..!!New Bajaj Pulsar DTS-Fi 220, the sountrack in the video plays ‘Hamara Bajaj’ in its latest avatar..!!Pulsar mania – bike stunts of different range.‘The Fastest Indian’ – New Pulsar 135 Robber robs the bank and disappear within few minutes on bike before cops arrives. 30
  31. 31. Some of the famous ads contd…Chatting merrily, three girls Ones dupatta skims over the bikes and then gets stuck...walk by a line of motorbikes....making her turn in ... The logo, "Pulsar“.consternation. She pulls it away ’Definitely Male’slowly to reveal... 31
  32. 32.  TVS Motor Company Limited, part of the TVS Group, is one of Indias leading two-wheeler manufacturers. With a turnover of over Rs.2800 crores, the Company manufactures a wide range of motorcycles, scooters, mopeds and scooterettes. Little wonder, it boasts of more than 9.5 million happy customers. The year was 1980, was a year to remember for the Indian two- wheeler industry. For it was this year that saw Indias first two- seater moped, TVS 50, rolling out on the Indian roads. For some it was freedom to move.  With the joint venture with Suzuki Motor Corporation in 1983, TVS-Suzuki became the first Indian company to introduce 100 cc Indo-Japanese motorcycles in September 1984. Through an amicable agreement the two companies parted ways in September 2001. 32
  33. 33. TVS Motors offers the followingproductsStar City Victor GLXStar Sport Fiero F2/FXJive ApacheCentra Flame Victor GL 33
  34. 34. Advertising Strategy Theaggressive marketing strategy along with the changed approach to advertisement campaign boosted the demand for the TVS models.  Agency created the campaign designs which included print ads, banners, handbills, road show kits, truck floats etc. ‘Musical Nite’ for those who booked / purchased bikes during the period was organized by the agency. 34
  35. 35. Advertising Strategy contd…‘Meet Sachin Tendulkar’ Campaign: Lucky draw winnerswere invited to meet Sachin. Bikes autographed by Sachinwere handed over to the winners and they got a chance tointeract with the winners. 35
  36. 36. Brand Ambassadors Sachin Tendulkar MS Dhoni Recent Ads Racing Bar unleashed (TVS Apache RTR) 36
  37. 37. Future of Two Wheeler IndustryOpportunity, Challenges and Plan OpportunitiesRising rural demand.Market penetration of only 37 percent.Collaboration with global firm.Investment in R&D by government.Excise duty cut. 37
  38. 38. ChallengesSustaining the growth rate.Need for innovation – low cost/ hybrid vehicles.Upgrading Indian two-wheeler products.Taking the products to the global market.Capturing Indian as well as global market. 38
  39. 39. PlansEncourage exports.Provide various two-wheeler financing schemes among manufacturers.Open R&D centers.Pressurize government to reduce taxes and duties.Collaborate with global players. 39
  40. 40. Thank you 40