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High-End Bikes

Dhruv SinglaSahil Sharma

Nilish Aggarwal

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Into the Market..

India being potential market for the twowheelers

Bike/Scooter Driven country

Allow 100% FDI in auto-mobile sector (July 16,2013)

Demographics Favor FurtherGrowth

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ProductYamaha Kawasaki Honda Harley

Davidson

Suzuki

Logo

Features Electronic

suspension,chassis,handling

Powerful,

Performance,Bulky

Designed for

streets, Durable,Advancedtechnology

Cruiser,

powerful brakingsystem,comfortablehand controls

Speedy,

Compatible,ElectronicTransmission

Service Apart from freeservice, Yamahaorganize various

camps.

Service are beendone by bajajservice centers

4 free service &24hrs roadassistance

Provide BestRoadsideAssistance fuel

delivery, transferif breakdown,taxi service, etc..

6 free servicesfrom authorizedservice stations

Warranty 2year or 30000kms

1 year warrantybut can beextended

5 year warrantyor 70000kms

2 years warranty& 60 dayswarranty forparts &accessories

2 years warrantyor 30,000kmswhich everearlier

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PriceSegment In lacks

Yamaha Kawasaki Honda HarleyDavidson

Suzuki

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No. of models in Price Segments

0

0.51

1.5

2

2.5

3

3.5

4

4.5

< 5lacks 5-10 lacks 10-15 lacks 15-20 lacks

YamahaKawasaki

Honda

Harley

Suzuki

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Place

Yamaha: Yamaha stores are available in all the metropolitan cities of the

country. Yamaha India mainly deals in B-segment bikes but they also took

orders for super n high-end bikes, hence got major penetration intothe Indian markets.

Outlets New Delhi Mumbai Chandigarh

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Contd. Kawasaki

Kawasaki entered into India market with collaboration with BajajMotors.

hence exploit almost all the big store n showrooms of Bajajmotors.

Kawasaki dont have any exclusive dealer or stores in Indianmarket

Honda In comparison to all the above brands, Honda has maximum

penetration in the Indian market as far as high end segment isconcern.

Honda got his stores in almost every metro & capital city hencetargets large population, and also holds orders for super bikes.

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Contd

Harley Davidson The American Brand using different strategy to target theirpopulation.

Harley didnt have any venture or collaboration with any of thebrand here neither have many outlets to target more people.

Harley has few lavish stores and they are flaunting it. OUTLETS

CHANDIGARH

New Delhi Mumbai

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Promotion Through advertisements

Print media Electronic media

Personalities- Bollywood Sports

Rallies Sponsors Accessories Name itself promotes the brand

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Environmental Scanning

Social Factors

Reference groupFamily groupDemographicsYoung population

Sex ratioLife style

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Contd..

Cultural Factors Exert the greatest impact on buying behavior of

consumers. For eg :- As culture in North India, lavish culture has

huge impact over the consumer buying preferences,

hence high end products would be preferred so as tosupport their culture.

Political Factors

Customs Road tax Excise duty

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Technological Factors

Better fuel injection technology

Inbuilt GPS

ABS and Safety Rods

Greater emphasis on R&D

Electronic engines

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Economical Factors

Industry growth-

25% (2009-2010)

27%(2010-2011) The average family income has increased

Financing has become easier

Reduction in taxes and duties

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Income groupsDeprived (< 90K) Aspirers (90K-2L) Middle Class

(2-10L)Rich (> 10 L)

Standard Publictransportationnot available.Business needs.Rural areas.

Needed for regularcommuting. Cancommute in publictransport but feelsgood in ownvehicle.

Maybe foralternatetransportoption

NA

Deluxe NA Proud to own adeluxe motorcycle.

Alternatetransportoption

NA

Sports NA Very passionateabout riding sportsmotorcycles

Medium rangesports categoryfor youngsiblings

High end sportscategory foryoung siblings

Cruiser NA NA Very passionateabout riding

two wheelers

Passionateabout riding

two wheeler

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Consumer Buying Behavior Questionnaire

Questionnaire are been filled from youngsters ie.From friends n youngsters

Research been done on exploratory basis

Interviews

Personally taken responses from People Preferences over brand, features and interests

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Sources of Advice

18%

59%

20%

3% Sales

family

friends and colleagues

I dont take advice

dealer

Decision Influencer

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Preferences in High Income Group

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Analysis

The product gets very much accepted into theIndian market.

Other Reasons Increasing PPP Increasing disposable income Preferences Culture

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Queries