10 step marketing plan

www.louieruben.blogspot.com
10 STEP
Marketing Plan for Suzuki Smash 115
John Louie C. Ruben
June 8, 2013
Disclaimer: I'm not connected with Suzuki Phil or any motorcycle dealer. All information in this
presentation are based form publicly available data. All sources are included in the presentation.

Smash 115, Cool 115.
Steps 1 to 5
1. Smash 115 primary target are the “yuppies”
2. Who needs comfortable transportation to work.
3. Smash 115 is competing with other Japanese Brands
4. Smash 115 is not just about engine power and fuel efficiency,
it’s Cool.
5. Japanese manufacturers sold 702, 593 motorcycles in 2012.

Smash 115, is about creating an experience or
feeling of being cool.
Steps 6 to 10
6. Smash 115 is powerful, eco-friendly, sporty, and
comfortable.
7. Suzuki Smash 115-Spoke is priced 15% lower compared to
Honda Wave 110.
8. Smash 115 is heavy on events and sales promotions.
9. Smash 115 is available in 1,300+* motorcycle dealers
nationwide.
10. Smash 115 is about creating a cool image.

1. Smash 115 primary target are the “yuppies”
18-28 years old, male, social class C, D, and E.
Young workers “yuppies”, who are looking for their first motorcycle
and for an alternative way of transportation aside from the public
transport.
Just started a professional
career, cost conscious but
does not want to sacrifice
aesthetics.

I need my own
motorcycle
I’m happy because I had my first
motorcycle during my first job
PTM needs their own motorcycle for commuting
to work.

2. “Yuppies” need comfortable transportation to
work.
With crowded and uncomfortable public transport, “yuppies” need
their own ride that will allow them to go to work comfortably and
increase their self esteem by having their own ride in their first job.
“Yuppies” prefer, choose Smash 115 over other motorcycles
because of engine power, fuel efficiency, low cost of ownership,
sporty design, credible manufacturer and after sales service, and a
brand promise of being cool on a motorcycle.
“Yuppies” Demand.
Powerful engine, low fuel consumption, sporty design, low
cost, credible after sales service, quality parts and services.

3. Smash 115 is competing with other Japanese
Brands
Direct: Honda Wave Dash 110, Honda Wave 100, Yamaha Vega
115, Suzuki Raider J Mags 110c
Indirect: Cars, Bicycles, MRT, LRT, Jeepneys, and other public
transportc
Variables: Engine displacement, price, fuel consumption, overall
looks, brand promise of making you cool on a motorcycle

3b. Smash 115 is at the Low Price High CC
category
Engine Displacement
Price
Low CC High CC
HighPriceLowPrice
Suzuki
Smash
115
Yamaha
Vega
115
Honda
Dash
110
Suzuki
Raider
J 11o
Honda
Wave
100

www.louieruben.blogspot.comc
Smash is not only about fuel efficiency and engine
power, but it also creates a cool image for the
rider.
Functional Benefit Suzuki
Smash
115
Suzuki
Raider J
110
Honda
Dash
110
Honda
Wave
110
Yamaha
Vega
115
Fuel Efficient
Powerful Engine
Sporty / Attractive Design
Comfortable seats
Spacious under seat
compartment
Bright headlight
Credible after sales service
Spare parts availability
Cool image

4. Smash 115 is not just about engine power and
fuel efficiency, it’s Cool.
Smash 115 is the only motorcycle with;
• Superb engine performance with low fuel consumption*
• Affordable with cutting-edge sporty design*
• Will make you cool on a motorcycle*
Traditional positioning of motorcycles focuses on affordability and
fuel efficiency
*from Suzuki Philippines website

4. Smash 115 positioned as “COOL”
Smash 115: Cool 115*
A PRACTICAL COMBINATION OF HIGH POWER AND FUEL
EFFICIENCY, DETAILED WITH A HIGH QUALITY AND ROBUST
FEATURES**
*from Smash 115 product brochure
**from Suzuki Philippines website

5. Japanese manufacturers sold 702, 593
motorcycles in 2012.
Total market in 2012 is 702,593.*
In 2011, Honda sold more than 300, 000 units of 731,095.**
*Manila Bulletin Feb 15, 2013- http://mb.com.ph/article.php?aid=667&sid=2&subid=78#.Uaw_DkBgdqU
**Interaksyon.com Dec 3, 2012 - http://www.interaksyon.com/motoring/honda-motorcycle-assembler-defers-
expansion-on-lower-growth-outlook/

6a. No particular product arrangement for multi-
brand dealers of motorcycles.

6b. Smash 115 is powerful, eco-friendly, sporty,
and comfortable.
the ALL-NEW Smash 115’s smooth riding experience and easy
ownership is the powerful 4-stroke 115cc engine combining
accessible, responsive power with excellent fuel efficiency.
It gives high regard on the environment with eco-friendly feature
such as the Pulse Secondary Air Injection System (PAIR) which
injects fresh air to help ignite unburned gases in the exhaust port.
The ALL-NEW Smash 115 has a GSX-R inspired body design
detailed with high quality and robust features
The slim and compact chassis with Diamond-Type frame was
developed to achieve ease of use, suitable for everyday family use.

6b. Smash 115 will make you “Cool” on a
motorcycle.
Available in 3 colors and 2 wheel types;

7. Smash 115 is the highest priced motorcycle in
its category.
110cc
100cc
115cc
45k 50k 55k 60k 65k
Smash 115
Mags- 60,9000
Smash 115
Spoke- 53,9000
Suzuki Raider J
110 60,9000
Honda Wave
100 - 53,700
Honda Dash
110 - 62,200
Yamaha Vega
115-52,900
PRICE
EnginePower
*Inside Racing Magazine. Vol.11 No. 3 2013

7. Suzuki Smash 115-Spoke is priced 15% lower
compared to Honda Wave 110.
Model Price Engine (CC) Price/cc
Suzuki Smash 115-Mags 60,900 112.7 540.37
Suzuki Smash 115-Spoke 53,900 112.7 478.26
Suzuki Raider J 60,900 109.7 555.15
Honda Wave 53,700 97.1 553.04
Honda Dash 62,200 110.1 564.94
Yamaha Vega 52,900 114 464.04
Suzuki is 15% lower priced compared to the market leader,
Honda, and 3% higher priced compared to Yamaha Vega.
*Inside Racing Magazine. Vol.11 No. 3 2013

8. Smash 115 is heavy on events and sales
promotions.
MASS
1. Sales Promotion
2. Advertising
3. Public Relations
4. Events and Experiences
PERSONAL
1. Direct Marketing
2. Interactive Marketing
3. Personal Selling
4. Word of Mouth

8a. Uses Facebook to create venue for interaction
and create a buzz.

8a. Represented the Philippines in International
competitions to prove the power of the Smash
115.

8a. Smash 115 print ads are visible in major
motorcycle magazines in the country
Major motorcycle magazines in the country;
• Motorcycle Magazine
• Inside Racing
• Motorista
• Motorcycle World
Other Magazines;
• FHM
• Speed
• Gadget
• C!

8a. Smash 115 promotions are focused on the
need of first time motorcycle riders.

8a. Honda, as the market leader, do after sales
oriented promo.

8a. Yamaha also tries to be “youthful” in their
approach and provide the basics for motorcycle
buyers

9a. Smash 115 is available in 1,300+* motorcycle
dealers nationwide
*Assumption from 30% (490) dealers are 3s and 70% are multi-brand dealers
*from Suzuki Phil, Yamaha Phil, and Honda Phil websites.
Challenge for “Place”: Suzuki has the least 3S Shop (Exclusive dealer)
with 30 3s Shop, Honda has the most 3s Shop with 357 and
Yamaha103.**

10. Smash 115 is about creating a cool image
Smash 115’s main strategy is differentiation, with competitors
focusing on engine power, fuel efficiency, and price, Smash 115 also
promises to make you cool on a motorcycle. Smash 115 created an
experience or feeling of being cool for the “yuppies”

Summary

10 STEP
Marketing Plan for Suzuki Smash 115
John Louie C. Ruben
June 8, 2013

10 step marketing plan

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