jawa motorcycles

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Brand Analysis of JAWA Motorcycles BY ABHRA BAN

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Page 1: JAWA Motorcycles

Brand Analysis of JAWA Motorcycles

BY

ABHRA BAN

Page 2: JAWA Motorcycles

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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Page 3: JAWA Motorcycles

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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Page 4: JAWA Motorcycles

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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Page 5: JAWA Motorcycles

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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Page 6: JAWA Motorcycles

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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Page 7: JAWA Motorcycles

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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Page 8: JAWA Motorcycles

JAWA - Segmenting

For Metropolitan

Leisure and Adventurer cruiser bike

For small cities

Social/status symbol

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Page 9: JAWA Motorcycles

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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Page 10: JAWA Motorcycles

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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Page 11: JAWA Motorcycles

JAWA Brand Repositioning

Youth – Freedom

Value expression

Owners becomes Ego-Defensive

To be looked upon

Vintage appeal

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Page 12: JAWA Motorcycles

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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Page 13: JAWA Motorcycles

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