1. Brand Analysis of JAWA
Motorcycles
BY
ABHRA BAN

2. History
 JAWA is a motorcycle manufacturer founded in Prague, Czechoslovakia in
1929 by František Janeček,
 division of Wanderer
 The name JAWA was established by concatenating the first letters
of Janeček and Wanderer.
 The first model was introduced on October 23, 1929
 This was a 500 cc 4-cycle engine with 12 kW of power (18 hp) and fuel
consumption of 6 litres per 100 km
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3. History
 1932 marked the introduction of JAWA 175, with its 3.6 kW engine. This
light (70 kg) machine was capable of speeds up to 80 km/h and fuel
consumption of 3.5 litres per 100 km
 From 1960 to 1999 it introduced various type, models of motorcycles but
the famous one are 350cc, 250cc JAWA , later which renames as Yezdi, in
India
 In 1960, Ideal JAWA sold its stake to Czech company JAWA which changed
the brand name to Yezdi under the tagline “Forever Bike Forever Value”
 In India, the manufacturing plant for Jawa motorcycles was in Mysore
 It operated till 2005 in India
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4. JAWA operation
 JAWA bikes are now sold in 3 markets
 Russia - 350cc, iconic Yezdi 250cc
 Czech
 America
 Was in India , again it is coming under the parent company MAHINDRA &
MAHINDRA
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5. Problems
 Due to rise in 4-stroke engine 2-stroke engine faced tough competition
 New norms about air pollution
 Less fuel efficiency than 4-stoke engines
 High priced products
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6. JAWA- Marketing Mix
 Product
 Ruff and tough all terrain vehicle
 Upgraded with new technologies
 Ensure that the “vintage” and “macho” look to be there
 Place
 Market can be divide into 2 segments:
 Metropolitans : Tier 1 & 2
 Small cities : Tier 3 & 4
 Premium Segment
 Showrooms – Prime Locations
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7. JAWA- Marketing Mix cntd..
 Price
 Target Premium Segment- Premium prices
 Promotion
 Print media – MEN’s Magazines, Adventure Magazines
 Organize a tour event – fan clubs, bikers community
 Merchandising
 Film industry
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8. JAWA - Segmenting
 For Metropolitan
 Leisure and Adventurer cruiser bike
 For small cities
 Social/status symbol
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9. JAWA - Targeting
 Age group of 25-40 years
 In case of metropolitan cities
 Working executives
 In case of small cities
 Powerful and rich
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10. Customer insights
 People aspire for it
 Sense of aura around the brand
 Gives feeling of power, authority, independence and pleasure while riding
 Bike lasts for longer period, generation to generation, which makes it
integral part of their life
 Brand awareness and brand royalty is very high
 Word of mouth is a reason of high brand equity
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11. JAWA Brand Repositioning
Youth – Freedom
 Value expression
 Owners becomes Ego-Defensive
 To be looked upon
 Vintage appeal
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12. Recommendations
 Improved sales and service network for giving better experience to
customers
 Should focus on satisfying the need for respect, power and comfort
 Choose a appropriate brand ambassador whose personality matches with
the brand
 Should tie-up with adventurous brand like Thumps Up or Mountain Dew
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