two wheeler brands in india
TRANSCRIPT
Presented by:Rishabh Mehrotra - 106Sunil Agrawal - 177Rohit Khandelwal - 126Jayant Singh Raghav - 128Sanjay Kichloo - 178Shoeb Ali - 127
Presented to:Prof Manisha Karandikar
Two wheeler commercially available in the country since 1955. It consists of three segments viz. scooters, motorcycles and mopeds
India has became 2nd largest two-wheeler market both in production and domestic sales in the year 2005
Annual sales of motorcycles in India is expected to cross 10 million mark by 2010
Emergence of new motorcycle sub-segments
Economy
Executive
Performance
Industry DynamicsIndustry Dynamics
Within 2-Wheelers, Motorcycles contribute 80% of the segment size
Within 2-Wheelers, Motorcycles contribute 80% of the segment size
As of 2005
Source:
India is now the second largest two-wheeler market in the world
India is now the second largest two-wheeler market in the world
Figures denote Mkt Share (Apr-Oct 08)
Indian two wheeler market – Competitive ScenarioIndian two wheeler market – Competitive Scenario
Key Players in Indian MarketKey Players in Indian Market
Bajaj AutoBajaj Auto
The Bajaj group was founded in 1926 by Jamnalal Bajaj
The Brand name “BAJAJ” is after its founder member ‘Jamnalal Bajaj’
Bajaj Auto, is ranked as the world's fourth largest two- and three- wheeler manufacturer
The turnover of the Bajaj Auto the flagship company has gone up from Rs.72 million to Rs.46.16 billion (USD 936 million) under the Chairmanship of Mr. Rahul Bajaj
The Bajaj Group is amongst the top 10 business houses in India
DISCOVER
PLATINA
PULSARPULSAR 220
AVENGER
XCD
BAJAJ AUTO LTD. BIKES
Taglines:
Hamara BajajHamara Bajaj
Inspiring ConfidenceInspiring Confidence
Distinctly AheadDistinctly Ahead
Brand Refurbish
Earlier LOGOCurrent LOGO
Brand Association:
MTV BAJAJ Pulsar Stunt Mania: A biking stunt television show
Brand Ambassador
Jackie Chan- Bajaj Discover
Website “The Permanent Branding tool”www.bajajauto.com
Brand Personality
Gender: Male (103/120)
Age group: 18-30 (61/120)
Would usually wear Black.
Bajaj is mostly perceived as a respected family member.(47/120)
Bajaj is considered as a stylish person.(44/120)
• Named after the flagship company Hero cycles ltd. By Munjal brothers
• A JV between Hero group & Honda Motor Company signed in 1984
• It is the leader with the Domestic market share of 44%
The Evergreen hero:
Hero Honda has never made any change to its brand name
Hero Honda Motors Ltd.Hero Honda Motors Ltd.
ACHIVER
PASSION
HUNKKARIZMA
CBZ
GLAMOUR
HERO HONDA BIKES
DAWN
SUPER SPLENDOR
CD DELUX
SPLENDOR NXG
Brand Logo:
Slogan:
Fill it, shut it, forget it
Desh Ki Dhadkan
Dhak Dhak Go…
back to……Fill it, shut it, forget it
Color Association
•Red: Energy , Excitement •White: Honest, true•Black: Class
Brand Association:
Hero Honda Campus Rock Idols
Hero Honda Sa Re Ga Ma Pa…(ZEE TV)
Hero Honda Terra Quiz
Hero Honda Roadies (MTV) :
An adventure series, very successful and currently running in its 7th year
Hero Honda Passport program
Hero Honda Delhi Daredevils:
Hero Honda joined the coveted Indian Premier League with an association with Delhi Daredevils
Also associated with Hero Honda cup, Hero Honda Indian Golf open and many more…
Brand Ambassadors:
Hrithik Roshan Karizma
Priyanka ChopraPleasure
Saurav Ganguly Passion
Virendra Sehwag
Yuvraj Singh Glamour
Website:
Hero Honda
Gender: Male ( 106/120)
Age : 30-50 (59/120)
Would usually wear bright colors, Red
Hero Honda is mostly perceived as a Respected family Member.(50/120)
Hero Honda is mostly viewed as a family oriented person(71/120)
• Named after the founder : Torakusu Yamaha in 1887 as a piano manufacturer
• EYML was a JV between Escorts Ltd. & Yamaha Motor Co. in 1985
• In 2001, the JV dissolved and it became India Yamaha Motor Pvt. Ltd.
•They used their flagship company as their Brand Name
1985 1993 2001
“Yamaha”: From Escorts Yamaha to India Yamaha Motor Private limited
India Yamaha Motor Pvt. Ltd.India Yamaha Motor Pvt. Ltd.
ALBA
GLADIATOR
R 15FZ
FAZER
G 5
YAMAHA BIKES
CRUX
Brand Logo: They launched a logo with three tuning forks covering 360 degrees which signifies that Yamaha bikes are highly technical sound bikes
Slogan:
“Yes Yamaha”
Brand Communication:
R 15 Championship: Concept of Racing Championship, an effort to promote and strengthen safe biking culture and motorsports in India.
Yamaha’s “Life Rocks” Campaign
Teaser to rally the youth around a bike brand
Drives : lifestyle with attitude.
Brand Ambassador:
John Abraham
Website:
Personality
Gender: Male (112/120)
Age Group: 18-30 (76/120)
Would usually wear red color
Considered as a Friend. (61/120)
Perceived as a Stylish person (55/120)
It was formed as a Transport company in 1911
The brand name TVS is named after its founder Shri T V Sundaram Iyengar
Originally incorporated in 1982 as Indian motorcycles Pvt. Ltd.
In 2001, The contract dissolved & they used their Flagship name as their Brand Name
Brand logo:
TVS Motors Pvt. Ltd.TVS Motors Pvt. Ltd.
TVS Group Logo
Earlier
TVS Motors
MAX R
METRO
FLAMEAPACHE
FIERO
STAR
TVS BIKES
VICTOR
Brand Ambassador:
Sachin Tendulkar(Victor)M.S. Dhoni (Apache)Sania Mirza (TVS Scooty)Surya (Star)
Brand Communication:
MTV Scooty Teen DIVA:
Website:
Gender: Female (103/120)
Age Group: 0-18(44/120)
Would usually wear white or blue
Considered as a Friend (70/120)
Is perceived to be a Family Oriented (38/120)
• Enfield Manufacturing Company Limited with the trademark ‘Made Like a Gun’ •The 1939 Bullet 350 kick-started the post-war models
•In March 1994, Eicher group acquired Enfield India Company
•Royal Enfield claims to be the “world’s oldest motorcycle”
Royal EnfieldRoyal Enfield
Bullet-350
THUNDRBIRDMACHISMO
ELECTRA
ROYAL ENFIELD BIKES
Bullet-Machismo
Brand Name:
• The company name changed from Enfield to Royal Enfield Motors Limited in 1994
• In 1949, the 350cc Bullet was launched in India
Brand Logos
1923 - 1950 1951 - 1960
1971 -19891999-2002
1961-19701991 -- 2009
Brand Association:
Royal Enfield Tour of Rajasthan
Website:
Personality
Gender: Male (112/120)
It is considered to be of the age group of 30-50 (59/120)
Wears colors like Black n Silver
Considered as a BOSS (71/120)
It has a Rugged personality (71/120)
“Humara Bajaj - jingle” “Pulsar - bike”
“ Splendour – Bike”“ Desh ki dhadkan- jingle”
“ Sports bikes”“ Speed- RX100”
“ Heavy Masculine Sound ” “ Power , Royalty” “ Heavy size”
“ Scooty” “ More smiles per hour”
What comes to your mind? What comes to your mind?
Gender: Male (450/600)
Age group: 18-30(286/600)
Personality of the Motorcycle IndustryPersonality of the Motorcycle Industry
Considered as a Friend (223/600)
Perceived as Stylish & Family oriented
In the survey we asked our respondents:
If a new bike was being launched in the market, what brand name from the following would attract you the most?
Insanity Haute Radiance Poise Rugged
According to the respondents
10%
12%
47%
12%
19% Insanity
haute
Radiance
Poise
Rugged
New product : New product :