Two Wheelers In India Marketing Essay

Two Wheelers In India Marketing EssayRiding a cardinal wheeler gives once a felling of freedom and enjoying the internal beauty. In India two wheelers are for the most part preferred because of their compact sizes affordable process, low maintenance and easy loan repayment. If we see Indian streets they are generally filled up of two wheelers. Thetrendofowningtwo wheelersin India isduetoavarietyoffacts.OneofthechiefispoorpublictransportinmanypartsofIndia. Additionally,two-wheelers cleftagreatdealofconvenienceand mobility forthe Indianfamily.India is the third largest inducer of Two wheelers in the ground it come honorable next to Japan and China. In last few associations the the Indian two-wheelers industry has got spectacular growth. Two wheeler industry in India has a teensy beginning in early 50s. The Automobile Products of India (API) saltationed manufacturing scooters in the country which was later taken over by Bajaj Auto. Although various government and private enter prises entered the fray for scooters, the lone(prenominal) radical player that has lasted till today is LML.The ride instalment of India was initially dominated by Escorts175cc pedal and Enfield 350cc bikes. In mid 80s the two-wheeler grocery store was opened to distant competition. And the then market leaders Escorts and Enfield were caught unaware by the onslaught of the ampere-secondccbikes of the four Indo-Japanese joint ventures. With the availability of fire efficient low powerbikes, demand for this adult which results in electric ray Honda then the only producer of four stroke bikes(100cc category), gaining a overstep slot. The first Japanese motorcycles were introduced in the early eighties. TVS Suzuki and Hero Honda brought in the first two-stroke and four-stroke engine motorcycles respectively.TVS Suzuki and Hero Honda initially started with assembly of CKD kits which later on progressed to indigenous manufacturing. In the 90s the Japanese motorcycles has bro ught in major growth for motorcycle share , which grew at arate of nearly 25% CAGR in the lastfive years. The motorcycle industry had a smooth ride in the 50s, 60s and 70s when the presidential term has prohibited new entries and controlled capametropolis expansion strictly. In 80s the industry saw a sudden growth and a peak volume of 1.9 mn vehicles. The good automobile industry saw a drastic fall in demand in the year 1990 which resulted in decline of demand by 15% in 1991 and 8% in 1992, resulting in a production loss of 0.4mn vehicles. Hero Honda showed a marginal decline in 1992 and all the major producers suffered from deferral in Fy 1993-1994. The reasons for recession in the sector were high input costs , incessant rise in fuel prices and reduced purchasing power of the populate due to signifi keistert rise in general price level and credit crunch was there consumer financing. Later with development of economic situation, sales oftwo wheeler increased increased.In the l ast eight to ten years, the two-wheelermarket has witnessed a shift from scooters to motorcycles. Particularly in the rural areas, consumers have started preferring sturdier bikes to withstand the badness road conditions.Key Factors affecting sales of MotorcyclesThe various factors which effect the sales of motorcycles are Petrol Prices- As they determine the running cost of the vehicles so variety in the pricing policy of Government of India will have an impact on two wheelers sales.Improvement in disposable income certainly play a multiplier effect on the demands of consumer durables.Ease on the availability of credits will leads to increase in demand of two wheelers.Key players inthe Two-wheeler fabricationThere are many two-wheeler manufacturers in India the major players are as follows Hero Honda Motors Ltd (HHML)-Bajaj Auto Ltd (Bajaj Auto) and-TVS MotorCompany Ltd (TVS) Kinetic Motor Company Ltd(KMCL),YamahaMotorsIndiaLtd(Yamaha),royal stag Enfield Ltd (REL) and Honda Moto rcycle Scooter India (P) Ltd(HMSI).Various bikes postures100 cc bikes segmentThe bikes in this segment are generally simple and are not much overpriced and their main target customers are middle income people. These bikes consume less fuel as they have 100 cc motor and they are suitable for change of location longer distance. The bikes in 100 cc are most rightly burn down be said as value for money. The various competing bikes in this segment are -Bajaj Discover100, Bajaj Platina 100, Hero Honda Passion Plus,-Hero Honda blaze Plus and Yamaha crux of the matter TVS STAR CityWe are going to compare the following mentioned modelsBajaj Discover100Hero Honda Splendor PlusYamaha CruxTVS CentraBajaj Discover 100Brand NameBajaj DiscoverParent CompanyBajaj AutoCategoryMotorcycle areaTwo-wheeler AutomobileTagline/ SloganDiscover India with the power of 1 litreUSPIt give good fuel consumption rateBrand embassadorEvolutionBajaj Discover is a motorcycle brand owned by Bajaj Auto in India. It was launched in 2004 and since then it was a huge success in two wheeler segment and can be rightly called commuter trains bike. It has a 2nd generation DTS- Si four stroke engine. Discover provides high power and high torque which is able to produce up to 7500 rpm and torque of 5000 rpm. Bajaj has launched 100cc Discover DTS-Si which has 2nd generation engine and provide an average of 75km/hr on road speed in city and 83km/hr on highways and being termed as long distance Bike. It has 5 transmission gears to provide constant transmission.The Bajaj Discover DTS-Si will be available in four colour i.e red, blue, deep black and green.Bajaj Discover DTS-Si 100cc has unmatched durability as all the other Discoverbikes in india. Some of the premium radiation pattern features of this motorcycle are LED tail-lamp, alloy wheels and an all black presentation with attractive chrome styling elements. This newly launched Bajaj two-wheeler is packed to deliver unmatched performance by po lycot piston with the sturdy Discover format and yielding complete comfort varied features like ergonomically intentional seats.FeaturesElectric start corpseLongest wheelbase in the entire segmentFull DC electrical systemAuto choke that helps in easy startingNitrox suspension that makes riding comfortable even out on rough roadsMaintenance free battery along with charge indicator5 speed gear box sign member Bajaj Discover is mainly targeting the lower middle class people who look value for money and need a bike that give good gasoline gasoline mileage and look stylish.Target separate Youth of middle class in age group of 25-35 years.Positioning A bike that can be utilize for exploring new avenues.SWOT ANALYSIS OF BAJAJ DISCOVERSWOTStrength1.Strong brand come to and huge market2.Excellent distri exactlyion through franchisees3.Most reliable for Indian roads as it requires low maintenance 4.Good mileageWeakness1. Focuses on just mileageOpportunity1. Expansion in rural and ti er-2 cities2. Innovations in technologyThreats1. saucily entrants2. Competitors3. pitiable cost bikesHero Honda SplendorBrand NameHero Honda(Hero MotoCorp) SplendorParent CompanyHero HondaCategoryMotorcyclesSectorTwo-wheelerTagline/ SloganYaari ki Gaadi Desh ki dhadkanUSPA bike with low maintenance and good mileageBrand AmbassadorThe largest bike manufacture of country Hero Honda has got super ample and best selling bike in its stable that isHero Honda Splendor, the total variant of the brand are 4. Hero Honda has recently upgraded itsHero Honda Splendor tops(p) model and the new bike is priced at Rs. 45950 in Delhi.Hero Honda launched its flagship modelHero Honda Splendorin the year 1994 and it bring name and fame to the company instantly since the launch. Only later on a gap of 6 years,Hero Honda Splendorwas declared World No. 1 largest selling single two-wheeler model. The basic model of theHero Honda Splendorwas having only standard equipment only but technology was mind-b lowing as a result the bike made records after records of selling.In the year 2003, Hero Honda upgraded the basic model ofHero Honda Splendorand launched a revamped version named as Hero Honda Splendor Plus which also saw a big success. The company announced to sell the basic and improved model side by side but discontinued the former silently after sometime. Now onlyHero Honda SplendorPlus version is available in market. TheHero Honda SplendorPlus is powered by an air cooled, 4 stroke, single cylinder OHC engine with 97.2 cc of displacement. The engine produces peak power of 7.4 bhp at 8,000 rpm and churn peak torque of 7.95 Nm at 5,000 rpm. It uses world class suspension and brakes which can be called as the USP of Hero Honda bikes in India. The new avatar ofHero Honda Splendorsports alloy wheels, pass light, helmet entwine and handy indicators switch.The company further revamped theHero Honda Splendorbrand and launched Hero Honda Splendor Super in the year 2005. It is a bigger m achine than its predecessors. The bike is loaded with 125cc, 4-Stroke OHC, Single Cylinder, Air Cooled engine which churns maximum power of 9 bhp at 7,000 rpm while belts out 10.35 Nm of peak torque at 4,000 rpm. Other modifications on this bike include, self start, bigger engine, wider wheelbase and bike weight.The latest offering in the Hero Honda stable is Hero Honda Splendor NXG which was launched in the year 2007. Basically the bike was designed and launched targeting youth thereby more graphics, self start, alloy wheels and sporty look. For the first time in Hero Honda history, it added self start option, after a year of the launch, to an entry-level bike along with black alloy wheels. In addition to this, ne generation Pro Series Engines is incorporated in theHero Honda SplendorNXG. Apart from these, the bike is equipped with new generation digital CDI unit, new design carburetor with TCIS, Halogen bulb Trapeziodal, MFR in headlamp and new style graphics. The bike is again an entry-level bike which comes loaded with 4 stoke, single cylinder OHC, air cooled 97.2cc engine. The engine develops a peak power of 7.8 bhp at 7,500 rpm and generates 8.04 Nm of peak torque at 4,500 rpm.Hero Honda Splendor Mileage, Average and Fuel EconomyTheHero Honda Splendorseries bikes are known for their pucka mileage and low maintenance.TheHero Honda SplendorPlus gives around 65-70 kmpl. It has got 11 litres of fuel tank capacity along with 1 litre of fuel reserve.Hero Honda SplendorSuper can give around 63-68 kmpl of mileage. The maximum fuel tank capacity is 12 litres. WhereasHero Honda SplendorNXG has 9.5 litres of fuel tank capacity and 1.8 litres of reserve and you can expect around 70-75 kmpl of fuel economy in city.The all newHero Honda SplendorPro offers a mileage of 60-70 kmpl in the city roads. The fuel tank present in the newHero Honda SplendorPro is of 11 ltrs with I ltr of fuel reserve.Hero Honda Splendor ColorsTheHero Honda SplendorPlus comes in 8 hues like E xcellent Blue, Hi Granite Blue, Black With Purple circle 1, Black with Purple Stripe 2, Black with Purple Stripe 3, Black with Silver stripe, Cloud Silver and Candy Red. The body colour is painted at fuel tank, front cowl, side panels, substructure panels and front fender.Target Segment Target are the lower middle class people who want bike that give good mileage and look stylish.Target Group Youth of middle class in age group of 25-35 years.Positioning A motorcycle for making friends in life.SWOTStrength1.Strong brand name and huge market2.Excellent distribution through franchisees3.Most reliable for Indian roads as it requires low maintenance4.Good mileageWeakness1.Focuses on just mileage and no powerOpportunity1. Expansion in rural and tier-2 cities2. Innovations in technologyThreats1. New entrants2. Competitors3. Low cost bikesYamaha CruxBrand NameYamaha CruxParent CompanyYamahaCategoryMotorcyclesSectorTwo-wheelerTagline/ SloganAapke irade sa mazboot Yes YamahaUSPBike which ha s good mileageBrand AmbassadorTheYamaha Cruxis a 106cc, single-cylinderfour-strokemotorcycle made byIndia Yamaha Motor. The Crux is designed for Indian and neighboring markets. Its upgraded version is known as theYamaha Libero G5. Unlike Libero G5, Crux has round head lights.Although it shares the same engine with Yamaha Libero, Crux is targeted towards the terminal end of the low end segment (100cc segment)A different version of crux known as crux r was introduced with the same specifications but rectangular headlights. But after it could not make a considerable sales, the production was halted.Yamaha Cruxs 106cc, 4-stroke engine, Strong Frame, attractive style, multi-reflector lights and long seat makes it the comfortable durable 4-stroke commuter bike on the Indian roads.Yamaha Crux is the popular bike with attractive features available in India at affordable price. The mill of theYamaha Cruxdelivers a top power of 7.6 PS at 7,500 rpm and produces a maximum torque of 7.85 Nm at 6,000 rpm. Yamaha CRUX gives excellent durability that everyone loves it. Crux can anticipate heavy loads or passengers with smooth move. Yamaha India said that Yamaha Crux will meet all requirement of biker. Lets talk about theYamaha Crux price in Indiawith features and specifications.Yamaha Crux Features130 dia drum brake. adaptable shockers.Advanced air cooled 4 stroke engine.Attractive looks.Chrome plated fender.Multi-reflector tail light and head light for better(p) visibility.Target Segment Middle-class people who want a bike that is stylish and gives a good mileage.Target Group Youth of middle class in age group of 25-35 years.Positioning A strong bike which encourages a strong life.SWOTStrength1.Huge market2.Excellent distribution through franchisees3.Good mileageWeakness1.Limited market share compared to other leading brandsOpportunity1. Expansion in rural and tier-2 cities2. Innovations in technology3.More brand visibility.Threats1. New entrants2. Competitors3. Low cost bikesTVS CENTRABrand NameTVS CENTRAParent CompanyTVSCategoryMotorcyclesSectorTwo-wheelerTagline/ SloganInspiration in motionUSPGood mileageBrand AmbassadorTVS Centra, introduced by TVS Motor Company, is miles ahead than others with its VT-i engines, which digitally control ignition timing, and temperature sensors for optimum fuel efficiency. Its unique friction reduction technology and fuel wastage reduction system is capable of consistently delivering superior mileage. Stunning muscular lines on the fuel tank along with stylish and contemporary body graphics render it a wind-chiseled look.Completing the look is the trapezoidal MFR headlight for excellent visibility. Designed according to bio-mechanics principles, TVS Centra is one of its kind in the category. And last but not the least, the 5-step adjustable rear shock absorbers help to make your ride smooth on any kind of roadLike all TVS Motor Company products, TVS Centra too has been engineered and designed keeping in mind exte nsive customer feedback and changing customer needs. TVS Centra will be the first motorcycle in India that will bundle price, mileage, maintenance, style, reliability, power, severeness and ride comfort making it truly a value for money personal transportation two-wheeler. Those who want all these performance attributes in a commuter motorcycle at a great price, nothing will beat the TVS Centra for all the advantages it offers.TVS Centra is built around to give a mileage that will offer atleast 10 per cent more than any other motorcycle in the country, today. It will be powered by 7.5 Brake Horse Power (Bhp) at 7250 RPM making it the most powerful motorcycle in its class. TVS Centra will also be known for its nimble handling and riding comfort modify easy maneuvering even in busy city traffic. Its contemporary style with big muscular tank and well-rounded looks with a horizontal engine and superior ergonomics will mark a new standard in the popular segment of two wheelers. It will come with Econometer to keep a disclose on the mileage / power ratio, wide and skid free seat and Utility space.TVS Centra FeaturesAdvanced air cooled 4 stroke engine.110 dia drum brake.Adjustable shockers.Attractive looks.Digitally controlled starting.Target Segment Middle-class executives.Target Group Youth in age group of 22-35 years.PositioningSWOTStrength1.Huge market2.Excellent distribution through franchisees3.Good mileageWeakness1.Limited market share compared to other leading brandsOpportunity1. Expansion in rural and tier-2 cities2. Innovations in technology3.More brand visibility.Threats1. New entrants2. Competitors3. Low cost bikes