Piaggio Scooters

a Competitive review

Submitted by : Bhupesh Bindal

Piaggio is a global player in the manufacturing of LCV’s and 2-wheelers.

It was founded in 1884 by Rinaldo Piaggio in Italy. It is the fourth largest producer of scooters and

motorcycles. Piaggio produces more than 600,000 vehicles

annually, with five research and development centers, more than 6,700 employees and operations in over 50 countries.

INTRODUCTION

Main market for Piaggio is 2-Wheeler market. This market has 232.3 millions circulating

vehicles worldwide Three main regions for Piaggio are Europe,

Emerging Asia and the US. Main Competition from Motorcycles. Sales Breakdown (Geographical Units)

ANALYZING MARKET STRUCTURE AND BEHAVIOUR

ANALYZING MARKET STRUCTURE AND BEHAVIOUR

Rating of Piaggio and its main competitors

◦PIAGGIO (INDIAN MARKET) Tie up with LML failed in 1999. Re launched scooters in 2012. India is the second largest producer of 2

wheeler vehicles. 100% FDI is applicable in this sector. Investments of around 9-10 billion is

expected in next 2-3 yrs. commercial vehicle manufacturing industry is

the sixth largest in India, with an annual production of more than 3.7 million units in 2010.

ANALYZING MARKET STRUCTURE AND BEHAVIOUR

Piaggio came up with a new stylish design for scooters.

Company is more focussed on its brand value as the price is high (66,000).

In India ,the overall GDP is high but the GDP per capita is still very low.

Mainly concerned with Urban India.

RESEARCHING AND SELECTING TARGET MARKETS

Collaboration with new companies. High Branding of their product. Advertising by Hollywood Actors like

Angelina Jolie. Using ERP systems to deal with outlets and

dealers. Using new Mobile indexing system for

personal account management by using Spitfire project.

DEVELOPING MARKET STRATEGIES

The mission of Piaggio group is to generate great value for shareholders, clients and employees, by creating superior quality products, services and solutions for urban needs and evolving lifestyles

They are using their strong brand value and product line.

Releasing a few test models in the market before the launch of the actual product would help in analyzing the market and understanding the consumers needs and demands

CONCLUSION