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MARKETING OF
MOTORCYCLES


               1
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
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
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
SCOOTERETTES
    MOPEDS




                2
             WHEELERS




SCOOTERS                 MOTORCYCLE
                             S




                                       5
Shifting Demand From Scooters To Motorcycles!!!

By 1990s ,the change in customers' preference towards
fuel-efficient and aesthetically appealing models, which
scooter manufacturers failed to provide.
However, over the last five years, it has made a recovery
and is emerging as a niche segment targeted towards women
commuters.
This segment is now dominated by Japanese manufacturers
with HMSI having the leadership.
HH, which is a late entrant in this segment, has also
cornered a sizeable market share in the scooter segment.
High replacement cost for the batteries, this has remained
in a marginal segment.


                                                              6
Two wheeler fleet composition in India:-




                                           7
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
Number of players
            Bajaj Auto
              Hero
           TVS Motors
         Yamaha Motors
          Suzuki Motors
          Honda Motors
          Royal Enfield
      Mahindra Two Wheelers


                              9
Indian 2-Wheeler Market




                          10
11
Top Three Players
HERO




BAJAJ   AUTO


TVS   MOTORS


                    12
13
But why are all “desi” motorcycles segmented as
commuters 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
Entry Level Commuter




                  Entry Level Commuter


Segment defining models: Bajaj Platina, Hero Honda CD Dawn/Deluxe

Rational expectations: Basic model available with the least amount of money. Good
fuel efficiency (around 65-70 kmpl)

Emotional expectations : The consumers of this segment don’t get affected by
emotional 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 CD
Dawn/Deluxe, TVS Sport, Yamaha Crux

                                                                                    15
Deluxe Commuter




Segment defining models: Hero Honda Splendor, Bajaj Discover 100/125/150, Honda
Shine

Rational expectations: Good fuel efficiency (around 60-65 kmpl). Simple sober styling
which “both father and son can ride”

Emotional expectations : The consumers of this segment don’t like to be seen buying
into the least price (entry) models. These “deluxe” models has more snob/prestige value
than entry level models

Models in this segment: Hero Honda Splendor, Hero Honda Super Splendor, Bajaj
Discover 100/125/150, TVS Star City, Honda Shine, Yamaha YBR 110, Suzuki Slingshot
                                                                               16
Stylish Commuter




Segment defining models: Hero Honda Passion Pro, Bajaj Pulsar 135, Honda CB
Twister, Honda CBF Stunner

Rational expectations: Good fuel efficiency (around 50-60 kmpl). Basically commuter
ambitions but with stylish aspirations

Emotional expectations : The consumers of this segment want to be seen riding stylish
models compared to plain/sober deluxe commuter models. Therefore these models
mimic the styling of bikes above its segment

Models 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
Sporty Commuter




Segment defining models: Bajaj Pulsar Pulsar 150/180, Hero Honda CBZ Xtreme,
TVS Apache RTR 160/180, Yamaha FZ-16/S

Rational expectations: Combination of decent fuel efficiency (around 40-50 kmpl)
with decent pick up and a top speed around the (100-110) kmph mark

Emotional expectations : For the first time power and pickup takes equal importance
along with fuel efficiency. Bikes in this segment are also expected to be styled in a
muscular manner to go along with the engine performance

Models in this segment: Bajaj Pulsar Pulsar 150/180, Hero Honda CBZ Xtreme,
Hero Honda Hunk, Honda CB Unicorn, Honda CB Unicorn Dazzler, TVS Apache RTR
160/180, Yamaha FZ-16/S, Hero Impulse, Suzuki GS150R                        18
Premium Commuter




Segment defining models: Bajaj Pulsar 220, Hero Honda Karizma, Yamaha YZF R15

Rational expectations: Acceptable fuel efficiency (around 30-40 kmpl) with more
emphasis on power and pickup and standing slightly apart from the crowd

Emotional expectations : Apart from good power and pickup consumers of this
segment 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/350
Electra, Royal Enfield Thunderbird, Honda CBR250R, KTM 200 Duke                      19
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 with
around 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 and
reliable product quality complemented with excellent marketing
techniques.
The company has been consistently addressing the growing
demand for motorcycles and has a cumulative customer base of
over 5 million customers, which is expected to reach 6mn mark
with the rural and semi-urban segment being the new class of
consumers.
                                                                     20
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 1940's to the
 world's largest bicycle manufacturer today.

Joint Venture between Hero Group and the Honda
  Motor Company of Japan, has today become the
  World's 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
Hero Honda offers the following
products

       CD 100         Karizma
       CD 100 SS      Ambition
       Splendor             Ambition 135
       Passion        Splendor +
       CBZ            Passion Plus
       CD Dawn        CBZ Star


                                           22
Advertising Strategy
HHML 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
Some of the Events Sponsored
During 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 Women's 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
Brand Ambassadors
Indian 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
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
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 Company's scooters and three
 wheelers are sold under the "Bajaj" brand name.
 And then entered in Motorcycle market.
                                                     27
Bajaj Auto offers the following
products
 CT 100           Avenger

 Platina          Discover

 Caliber 115      Eliminator
  
 Wind 125         Kawasaki Ninja
  
 Pulsar 150 KS 

                                   28
Advertising Strategy
Bajaj 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
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
Some of the famous ads contd…




Chatting merrily, three girls      One's 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
 TVS Motor Company Limited, part of the TVS Group, is one of
  India's 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 India's 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
TVS Motors offers the following
products
Star City       Victor GLX

Star Sport      Fiero F2/FX

Jive            Apache

Centra          Flame
 
Victor GL

                                  33
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
Advertising Strategy contd…
‘Meet Sachin Tendulkar’ Campaign: Lucky draw winners
were invited to meet Sachin. Bikes autographed by Sachin
were handed over to the winners and they got a chance to
interact with the winners.




                                                      35
Brand Ambassadors
         Sachin Tendulkar
            MS Dhoni

        Recent Ads
 Racing Bar unleashed (TVS Apache RTR)




                                         36
Future of Two Wheeler Industry
Opportunity, 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
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
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
Thank you



            40

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marketing of motor bikes

  • 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. 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. 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
  • 5. SCOOTERETTES MOPEDS 2 WHEELERS SCOOTERS MOTORCYCLE S 5
  • 6. Shifting Demand From Scooters To Motorcycles!!! By 1990s ,the change in customers' preference towards fuel-efficient and aesthetically appealing models, which scooter manufacturers failed to provide. However, over the last five years, it has made a recovery and is emerging as a niche segment targeted towards women commuters. This segment is now dominated by Japanese manufacturers with HMSI having the leadership. HH, which is a late entrant in this segment, has also cornered a sizeable market share in the scooter segment. High replacement cost for the batteries, this has remained in a marginal segment. 6
  • 7. Two wheeler fleet composition in India:- 7
  • 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. Number of players Bajaj Auto Hero TVS Motors Yamaha Motors Suzuki Motors Honda Motors Royal Enfield Mahindra Two Wheelers 9
  • 11. 11
  • 12. Top Three Players HERO BAJAJ AUTO TVS MOTORS 12
  • 13. 13
  • 14. But why are all “desi” motorcycles segmented as commuters 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. Entry Level Commuter Entry Level Commuter Segment defining models: Bajaj Platina, Hero Honda CD Dawn/Deluxe Rational expectations: Basic model available with the least amount of money. Good fuel efficiency (around 65-70 kmpl) Emotional expectations : The consumers of this segment don’t get affected by emotional 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 CD Dawn/Deluxe, TVS Sport, Yamaha Crux 15
  • 16. Deluxe Commuter Segment defining models: Hero Honda Splendor, Bajaj Discover 100/125/150, Honda Shine Rational expectations: Good fuel efficiency (around 60-65 kmpl). Simple sober styling which “both father and son can ride” Emotional expectations : The consumers of this segment don’t like to be seen buying into the least price (entry) models. These “deluxe” models has more snob/prestige value than entry level models Models in this segment: Hero Honda Splendor, Hero Honda Super Splendor, Bajaj Discover 100/125/150, TVS Star City, Honda Shine, Yamaha YBR 110, Suzuki Slingshot 16
  • 17. Stylish Commuter Segment defining models: Hero Honda Passion Pro, Bajaj Pulsar 135, Honda CB Twister, Honda CBF Stunner Rational expectations: Good fuel efficiency (around 50-60 kmpl). Basically commuter ambitions but with stylish aspirations Emotional expectations : The consumers of this segment want to be seen riding stylish models compared to plain/sober deluxe commuter models. Therefore these models mimic the styling of bikes above its segment Models 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. Sporty Commuter Segment defining models: Bajaj Pulsar Pulsar 150/180, Hero Honda CBZ Xtreme, TVS Apache RTR 160/180, Yamaha FZ-16/S Rational expectations: Combination of decent fuel efficiency (around 40-50 kmpl) with decent pick up and a top speed around the (100-110) kmph mark Emotional expectations : For the first time power and pickup takes equal importance along with fuel efficiency. Bikes in this segment are also expected to be styled in a muscular manner to go along with the engine performance Models in this segment: Bajaj Pulsar Pulsar 150/180, Hero Honda CBZ Xtreme, Hero Honda Hunk, Honda CB Unicorn, Honda CB Unicorn Dazzler, TVS Apache RTR 160/180, Yamaha FZ-16/S, Hero Impulse, Suzuki GS150R 18
  • 19. Premium Commuter Segment defining models: Bajaj Pulsar 220, Hero Honda Karizma, Yamaha YZF R15 Rational expectations: Acceptable fuel efficiency (around 30-40 kmpl) with more emphasis on power and pickup and standing slightly apart from the crowd Emotional expectations : Apart from good power and pickup consumers of this segment 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/350 Electra, Royal Enfield Thunderbird, Honda CBR250R, KTM 200 Duke 19
  • 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 with around 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 and reliable product quality complemented with excellent marketing techniques. The company has been consistently addressing the growing demand for motorcycles and has a cumulative customer base of over 5 million customers, which is expected to reach 6mn mark with the rural and semi-urban segment being the new class of consumers. 20
  • 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 1940's to the world's largest bicycle manufacturer today. Joint Venture between Hero Group and the Honda Motor Company of Japan, has today become the World's 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. Hero Honda offers the following products CD 100  Karizma CD 100 SS Ambition Splendor  Ambition 135 Passion Splendor + CBZ Passion Plus CD Dawn CBZ Star 22
  • 23. Advertising Strategy HHML 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. Some of the Events Sponsored During 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 Women's 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. Brand Ambassadors Indian 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. 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. 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 Company's scooters and three wheelers are sold under the "Bajaj" brand name. And then entered in Motorcycle market. 27
  • 28. Bajaj Auto offers the following products CT 100 Avenger Platina Discover Caliber 115 Eliminator   Wind 125 Kawasaki Ninja   Pulsar 150 KS  28
  • 29. Advertising Strategy Bajaj 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. 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. Some of the famous ads contd… Chatting merrily, three girls One's 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.  TVS Motor Company Limited, part of the TVS Group, is one of India's 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 India's 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. TVS Motors offers the following products Star City Victor GLX Star Sport Fiero F2/FX Jive Apache Centra Flame   Victor GL 33
  • 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. Advertising Strategy contd… ‘Meet Sachin Tendulkar’ Campaign: Lucky draw winners were invited to meet Sachin. Bikes autographed by Sachin were handed over to the winners and they got a chance to interact with the winners. 35
  • 36. Brand Ambassadors Sachin Tendulkar MS Dhoni Recent Ads Racing Bar unleashed (TVS Apache RTR) 36
  • 37. Future of Two Wheeler Industry Opportunity, 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. 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. 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. Thank you 40