Product strategy proposal for Mass premium and MTB segment.

1. RECREATION 8-14
MASS PREMIUM – WAY FORWARD

2. ROADEO DUAL SHOX – Product Architecture
BDP VOL
SPEED
KEY FEATURES
No Competition
No Competition
No Competition
NEW CONCEPT
No Competition
No Competition
7000
No Competition

3. ROADEO HARD TAIL – Product Architecture
BDP VOL
SPEED
KEY FEATURES

4. ROADEO 24 INCH – Product Architecture
BDP VOL
SPEED
KEY FEATURES
NEW
CONCEPT
BASED ON
HARDLINER

5. MTB Geared 26 INCH – Product Architecture
BDP VOL
SPEED
KEY FEATURES
No Competition
No Competition
No Competition
No Competition
No Competition
No Competition

6. MTB Geared 24 INCH – Product Architecture
BDP VOL
SPEED
KEY FEATURES

7. Hero NEXT Hercules Roadeo Turner VX
Existing Turner VX vs Competition
Competition TURNER VX

8. Option
HERO Enchant 18 Spd – BDP : 4475
• Dual suspension
• V- brakes
• Multi-speed transmission
• Dual color combination
KEY SELLING FEATURES
BDP - 5650Source – Keelani, Sri Lanka
This project is part of the Catch-up Plan
Mass Runner (MAYHEM) vs Shortlisted Option
Competition
Next slide has feature comparison with competition

9. Mass Runner (MAYHEM) – FEATURE Grid
Feature Roadeo Mayhem
Option A
Hero Enchant
Gears 18 Speed 18 Speed
Shifter Revo Revo
Frame Steel Dual
Suspension
Steel Dual
Suspension
V Brakes Yes Yes
Rims Alloy Alloy
Threaded Stem Yes Yes
Cushioned Saddle Yes Yes

10. HERO Y Street 18 spd – BDP : 4745
Source : Feija, Sri Lanka BDP - 6300
• Dual suspension
• Front Disc / Rear V-brakes
• Multi-speed transmission
• 21 Spd EZ fire shifters
• Double Wall alloy rims
KEY SELLING FEATURES
This project is part of the Catch-up Plan
Torrent Replacement (GEOLANDER) – Shortlisted Options
Competition
Next slide has feature comparison with competition

11. Torrent Replacement( Geolander) – FEATURE Grid
Feature Roadeo
Geolander
Hero Y Street
Gears 21 Speed 21 Speed
Shifter EZY fire Revo
Frame Dual Suspension
Steel Frame
Dual Suspension
Steel Frame
Brakes Front Disc Rear V
Brakes
Front Disc Rear V
Brakes
Rims Double Wall Alloy Double Wall
Alloy
Stem Threaded Threaded
Cushioned Saddle Yes Yes

12. New D- Frame Concept

13. Hercules TORRENT – 21 Spd

14. Existing Torrent
HERO UT Maxim 21 spd – BDP : 7800
Old Imported Torrent vs Competition
Competition
Hercules Roadeo TORRENT 21 spd – BDP : 9120

15. Hercules Roadeo A100 VX – 18spd - 7840
A100 VX 18 Speed vs Competition
A100 VX
Hero Octane Astra – 18spd - 5800
Competition

16. Hercules Roadeo A100 VX – Single Speed - 6655
A100 VX Single Speed vs Competition
A100 VX
Firefox Warrior – Single Speed - 6600
Competition

17. Hero Octane Spear - 21spd - 9100 Hercules Roadeo A300 - 10300
A300 vs Competition
Competition A300

18. Firefox Fusion 6 Spd – BDP : 6592 Hercules Roadeo HARDLINER 6 Spd – BDP : 6000
• Diamond frame geometry
• V- brakes
• Multi-speed transmission
• EZ fire shifters
KEY SELLING FEATURES
This project is part of the Catch-up Plan
Competition Hardliner
Next slide has feature comparison with competition
Entry Level Hardtail (Hardliner) vs Competition

19. Entry Level Hardtail (Hardliner) – FEATURE Grid
Feature Roadeo Hardliner Firefox Fusion
Gears 6 Speed 6 Speed
Shifter Revo Revo
Frame Steel Hardtail
with Front
Suspension
Steel Hardtail
with Front
Suspension
V Brakes Yes Yes
Rims Double Wall Alloy Single Wall Alloy
Threaded Stem Yes Yes
Cushioned Saddle Yes Yes

20. Shortlisted
Firefox Cyclone 21 Speed – BDP : 7800 Source – Tan Lan, MalaysiaBDP - 6100
• 21 Speed transmission
• EZ fire Shifters
• Dual Suspension
• Double wall alloy rims
KEY SELLING FEATURES
This project is part of the Leadership Plan
Mid Range Hard tail (Wayfinder) vs Competition
Competition
Next slide has feature comparison with competition

21. Mid Range Hard tail (Wayfinder) – FEATURE Grid
Feature Roadeo Wayfinder Firefox
Cyclone
Gears 21 Speed 21 Speed
Shifter EZY Fire EZY Fire
Frame Steel Hardtail with
Front Suspension
Alloy Hardtail with
Front Suspension
Brakes Disc V Brake
Rims Double Wall Alloy Single Wall Alloy
Stem Threadless Threadless
Cushioned Saddle Yes Yes

22. Sparx 6 Speed
Sparx 6 Speed vs Competition
Nitro Integra 6 Speed
• Revo Shifters
• 6 Speed Transmission
KEY SELLING FEATURES
This project is part of the Catch-up Plan
BDP 2955 BDP 3600
Next slide has feature comparison with competition

23. Entry Level Geared (Sparx 6 Speed) – FEATURE Grid
Feature Sparx 6 Speed Hero Nitro Integra
6 Speed
Gears 6 Speed 6 Speed
Shifter Revo Revo
Frame Steel Frame
without Suspension
Steel Frame
without Suspension
Brakes V Brake Calliper Brakes
Rims Steel Steel
Stem Threaded Threaded
Saddle Comfy Saddle Comfy Saddle

24. Fusion 6 Speed
Fusion 18 Speed
Fusion vs Competition
Hero X sport 6 Speed
Hero X Sport 18 Speed
• Rear Suspension
• Revo Shifters
• 6 Speed / 18 Speed Transmission
• Integrated Carrier
KEY SELLING FEATURES
This project is part of the Catch-up Plan
BDP 3620
BDP 3840
BDP 4400
BDP 4700
Next slide has feature comparison with competition

25. Fusion 6 Speed – FEATURE Grid
Feature Fusion 6 Speed Hero X Sport 6spd
Gears 6 Speed 6 Speed
Shifter Revo Revo
Frame Steel Frame with
Rear Suspension
Steel Frame with
Rear Suspension
Brakes V Brake V Brakes
Rims Steel Steel
Stem Threaded Threaded
Saddle Comfy Saddle Comfy Saddle
Carrier Integrated Rod Carrier

26. Fusion 18 Speed – FEATURE Grid
Feature Fusion 18 Speed Hero X Sport 18spd
Gears 18 Speed 18 Speed
Shifter Revo Revo
Frame Steel Frame with
Rear Suspension
Steel Frame with
Rear Suspension
Brakes V Brake V Brakes
Rims Steel Steel
Stem Threaded Threaded
Saddle Comfy Saddle Comfy Saddle
Carrier Integrated Rod Carrier

27. ATOM 18 Speed
ATOM 18spd vs Competition
Atlas Crest 18 Speed
• Rear Suspension
• Revo Shifters
• 18 Speed Transmission
KEY SELLING FEATURES
This project is part of the Catch-up Plan
BDP 4138 BDP 4935
Next slide has feature comparison with competition

28. ATOM 18 Speed – FEATURE Grid
Feature ATOM 18 Speed Atlas Crest 18spd
Gears 18 Speed 18 Speed
Shifter Revo Revo
Frame Steel Frame with
Rear Suspension
Steel Frame with
Rear Suspension
Brakes V Brakes V Brakes
Rims Steel Steel
Stem Threaded Threaded
Saddle Comfy Saddle Comfy Saddle
Carrier Integrated Rod Carrier

29. BDP - 4800Hercules SPARTA – 18 Speed
Hercules Sparta 18 Speed vs Competition
BDP – 4035Hero NEXT – 18 Speed
• Revo shifter
• 18 Speed transmission
• Dual Suspension
KEY SELLING FEATURES
This project is part of the Catch-up Plan
Next slide has feature comparison with competition

30. Hercules Sparta 18 Speed– FEATURE Grid
Feature Sparta 18 Spd Hero Next
Gears 18 Speed 18 Speed
Shifter Revo Revo
Frame Steel Frame with
Dual Suspension
Steel Frame with
Dual Suspension
Brakes V Brake V Brakes
Rims Steel Steel
Stem Threaded Threaded
Saddle Airflow Saddle Comfy Saddle

31. BDP - 4400Hercules SPARTA 24 – 6 Speed
Hercules Sparta 24 - 6 Speed vs Competition
BDP – 5100LA Karbon 6 Speed
• Revo shifter
• 6 Speed transmission
• Dual Suspension
KEY SELLING FEATURES
This project is part of the Catch-up Plan

32. Hercules Sparta 24”– FEATURE Grid
Feature Sparta 6 Speed LA Karbon
Gears 6 Speed 6 Speed
Shifter Revo Revo
Frame Steel Frame with
Dual Suspension
Steel Frame with
Dual Suspension
Brakes V Brakes V Brakes
Rims Steel Steel
Stem Threaded Threadless
Saddle Airflow Saddle Comfy Saddle

33. Hercules Terminator 24 - 6 Speed vs Competition
• Revo shifter
• 6 Speed transmission
• Dual Suspension
KEY SELLING FEATURES
This project is part of the Catch-up Plan
Avon Cruiser 18 spd BDP – 3897 BDP - 4150Hercules Terminator 24 – 18 Speed

35. Revival of MTB Geared Portfolio – These models are at the bottom of the pyramid and will give good volumes to the
category.
Product BDP Launch Date Monthly Volumes Volumes for 2013-14
Fusion 6 Speed 4400 July, 2013 400 3200
Fusion 18 Speed 4700 July,2013 300 2400
Sparta 6 Speed 4400 August,2013 400 2800
Sparta 18 Speed 4800 August,2013 400 2800
AXN DX 6 Speed 3600 July,13 200 1600
Street Rider 6 Speed 3800 October ‘13 400 2000
CATCH UP PLAN SUMMARY – MP Geared

36. Product type Project Name BDP Launch Date
Monthly
Volumes
Volumes for 2013-14
Mass Runner MAYHEM 5,650
November
2013
700 3500
Entry Level
Hard tail
HARDLINER 6,000
November
2013
400 1600
Mid Range
Hard tail
WAYFINDER 6100
November
2013
300 1200
Entry Level Alloy TUNGSTEN 6500
November
2013
500 2000
Torrent
Replacement
GEOLANDER 6600
December
2013
300 1200
CATCH UP PLAN SUMMARY – ROADEO

37. • Easy Fire Gear shifting system is preferred in cycles as it is perceived to be safer to use.
• Dual disc brakes have maximum impact on the flaunt value.
• Quick Release, although an interesting concept, is leading to easy theft of seats and wheels.
FEATURE RELATED
KEY CONSUMER INSIGHTS
• Consumer’s are looking for a high entertainment value in products.
• Products with integrated electronic systems are the most preferred.
• Consumers want to ride stunt-ready bikes.
GENERAL

38. ROADEO MAYHEM

39. PRODUCT BRIEF
Title : Full Suspension 26” Roadeo Model
Project Name : MAYHEM
Brand : Hercules ROADEO
Consumer Segment : Boys 11-15 yrs
Market : Urban / Semi-urban all India
Target BDP : 5650/-
Estimated Volume : 800/month
Contribution : Min. 20% or Rs. 1000/- (whichever is higher)
Product Features : 18 Speed with Revo shifters
Full suspension Steel frame
V-brake
Double wall Alloy rims
Lacquer Paint
Roadeo Branded Cushioned PU Saddle
Color options : 2
Competitors : Hero Enchant
ROADEO MAYHEM

40. CONSUMER PROFILE
ROADEO MAYHEM

41. SALES COMMITTED VOLUMES
STATUS Average Volume per month –800 Units.
ROADEO MAYHEM

42. COMPETITION CHECK
STATUS Mayhem will provide sportier, aggressive design, better quality fit-n-finish, fresh colors and better Graphics.
Option
HERO Enchant 18 Spd – BDP : 4475
BDP - 5650Source – Keelani, Sri Lanka
Competition
• Dual suspension
• V- brakes
• Multi-speed transmission
• Dual color combination
KEY SELLING FEATURES
ROADEO MAYHEM

43. FEATURE BENCHMARKING
STATUS Mayhem specs are at par with the competing set.
Feature Roadeo Mayhem Hero Enchant
Gears 18 Speed 18 Speed
Shifter Revo Revo
Frame
Steel Dual
Suspension
Steel Dual
Suspension
V Brakes Yes Yes
Rims Alloy Alloy
Threaded Stem Yes Yes
Cushioned Saddle Yes Yes
ROADEO MAYHEM

44. ROADEO MAYHEM
STATUS
Consumer preference study done at 3 schools in CHENNAI.
Concept A likes by 59% of consumers. Cleared for prototype.
CONSUMER VALIDATION
Concept - B
Concept - A
A B
Sample size – 121 Students
TG – 12 to 15 yrs
SEC - A

45. STATUS CM Benchmarking carried out. Feedback given to the supplier for carrying out improvements.
CRAFTSMANSHIP BENCHMARKING
ROADEO MAYHEM

46. IP CHECK
STATUS Legal Check cleared.
ROADEO MAYHEM

47. COLOR AND GRAPHICS DESIGN
ROADEO MAYHEM

48. PRODUCT VISUALIZATION
Roadeo Branded Cushioned PU Saddle
Double Wall Alloy rims
18 Speed Shimano Gears
Revo Shifters
Threaded Stem
ROADEO MAYHEM

49. ROADEO MAYHEM
PRODUCT COSTING
Previously price was converted with an Exchange Rate of Rs 55. With an exchange rate of Rs 61 this is the revised BDPs.

50. ROADEO MAYHEM
PRODUCT COSTING AGAINST TURNER VX

51. ROADEO GEOLANDER

52. PRODUCT BRIEF
ROADEO GEOLANDER
Title : Full Suspension 26” Roadeo Model
Project Name : GEOLANDER
Brand : Hercules ROADEO
Consumer Segment : Boys 11-15 yrs
Market : Urban / Semi-urban all India
Target BDP : 6600/-
Estimated Volume : 300/month
Contribution : Min. 20% or Rs. 1000/- (whichever is higher)
Product Features : 21 Speed with EZY fire shifters
Full suspension Steel frame
Front Disc Brake / Rear V-brake
Double wall Alloy rims
Lacquer Paint
Roadeo Branded Cushioned PU Saddle
Color options : 2
Competitors : Hero Y-Street

53. CONSUMER PROFILE
ROADEO GEOLANDER

54. SALES COMMITTED VOLUMES
ROADEO GEOLANDER
STATUS Average Volume per month – 300 Units.

55. TORRENT REPLACEMENT
Existing Torrent
BDP – Rs. 6600/-
STATUS : Sample awaited.
Source – Feija, China
EST. BDP - Rs. 7000/-
Target BDP - Rs. 6600/-
Best possible Quote – 6300 to 7200/-
Source – TPT, China Source – Golden Wheel, China
- Self-finished frame.
- Painted and assembled.
EST. BDP - Rs. 6300/-
STATUS : Sample awaited.
EST. BDP - Rs 7,200
(via Sri Lanka)
APPROACH - To import the frame and assemble the paint in -house.
The bike would be built based on 21 speed torrent spec.
Execute a Two stage plan
Optimistic, do consumer work with Feija frame and progress further.
Pessimist plan, order the other two frames and be ready – KC.
BOM & Costing preparation.
Prepare a detailed project activity schedule.
WAY FORWARD
ROADEO GEOLANDER

56. COMPETITION CHECK
ROADEO GEOLANDER
STATUS Geolander will provide modern design, better quality fit-n-finish, fresh colors and better Graphics.
Source : Feija, Sri Lanka BDP - 6300Competition BDP - 4745
HERO Y Street 18 speed
• Dual suspension
• Front Disc / Rear V-brakes
• Multi-speed transmission
• 21 Spd EZ fire shifters
• Double Wall alloy rims
KEY SELLING FEATURES

57. FEATURE BENCHMARKING
ROADEO GEOLANDER
STATUS Geolander provides better shifters (EZY fire) compared to Revo shifters in Y-Street.
Other specs are at par with the competing set.
Features
GEOLANDER Y - STREET
Gears 21 Speed 21 Speed
Shifter EZY fire Revo
Frame Dual Suspension
Steel Frame
Dual Suspension
Steel Frame
Brakes Front Disc Rear V
Brakes
Front Disc Rear V
Brakes
Rims Double Wall Alloy Double Wall Alloy
Stem Threaded Threaded
Cushioned Saddle Yes Yes

58. ROADEO
TURNER VX
GEOLANDER
PRODUCT USABILITY CHECK
ROADEO GEOLANDER
STATUS
Geolander is shorter than Turner VX by 60 mm.
Handlebar Reach, Toe clearance, Rake angle, and other dimensions are OK.

59. 45%
55%
ROADEO GEOLANDER
STATUS
Consumer preference study done at CHENNAI.
Geolander concept liked by 55% consumers.
CONSUMER VALIDATION
SAMPLE SIZE : 50 Students
TG : 12 to 15 yrs
SEC : A
GEOLANDER
TORRENT VX

60. ROADEO GEOLANDER
STATUS CM Benchmarking carried out. Feedback given to the supplier for carrying out improvements.
CRAFTSMANSHIP BENCHMARKING

61. ROADEO GEOLANDER
IP CHECK
STATUS Legal Check cleared.

62. ROADEO GEOLANDER
STATUS CM Benchmarking carried out. Feedback given to the supplier for carrying out improvements.
COLOR AND GRAPHICS DESIGN
TYPO – Design Options INSPIRATION BOARD

63. ROADEO GEOLANDER
PRODUCT VISUALIZATION
Roadeo Branded Cushioned PU Saddle
Double Wall Alloy rims
21 Speed Shimano Gears
EZY Fire Shifters
Threaded Stem
Front Disc Brake

64. ROADEO GEOLANDER
PRODUCT COSTING AGAINST A-100 VX

65. SAMEER M I PRODUCT DEVELOPMENT I TI CYCLES OF INDIA
THANK YOU