jawa motorcycles
TRANSCRIPT
Brand Analysis of JAWA Motorcycles
BY
ABHRA BAN
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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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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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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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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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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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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JAWA - Segmenting
For Metropolitan
Leisure and Adventurer cruiser bike
For small cities
Social/status symbol
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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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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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JAWA Brand Repositioning
Youth – Freedom
Value expression
Owners becomes Ego-Defensive
To be looked upon
Vintage appeal
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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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