Two Wheeler Brands In India

Presented by: Rishabh Mehrotra - 106 Sunil Agrawal - 177 Rohit Khandelwal - 126 Jayant Singh Raghav - 128 Sanjay Kichloo - 178 Shoeb Ali - 127

Presented to: Prof Manisha Karandikar

Industry Dynamics 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

As of 2005 Within 2-Wheelers, Motorcycles contribute 80% of the segment size

Source:

Indian two wheeler market – Competitive Scenario

Figures denote Mkt Share (Apr-Oct 08)

India is now the second largest two-wheeler market in the world

Key Players in Indian Market

Bajaj 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

BAJAJ AUTO LTD. BIKES

PULSAR 220

AVENGER

XCD

PULSAR

PLATINA

DISCOVER

Distinctly Ahead

Taglines: Inspiring Confidence

Hamara Bajaj

Brand Refurbish

Earlier LOGO

Current 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)

Hero Honda Motors Ltd. • 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 BIKES

KARIZMA

HUNK

CBZ

PASSION

GLAMOUR

ACHIVER

SPLENDOR NXG

SUPER SPLENDOR

CD DELUX

DAWN

Brand Logo: Color Association

Slogan:

•Red: Energy , Excitement •White: Honest, true •Black: Class

Fill it, shut it, forget it Desh Ki Dhadkan Dhak Dhak Go… back to……Fill it, shut it, forget it

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 ChopraPleasure 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)

India Yamaha Motor Pvt. Ltd. • 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.

“Yamaha”: From Escorts Yamaha to India Yamaha •They used their flagship company as their Brand Name Motor Private limited

1985

1993

2001

YAMAHA BIKES

FZ

R 15

FAZER

GLADIATOR

G5

ALBA

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)

TVS Motors Pvt. Ltd.  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:

Earlier

TVS Group Logo

TVS Motors

TVS BIKES

APACHE

FLAME

FIERO

METRO

STAR

VICTOR

MAX R

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: 018(44/120)

Would usually wear white or blue  Considered as a Friend (70/120)

 Is perceived to be a Family Oriented (38/120)

Royal Enfield

• 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

ROYAL ENFIELD BIKES

MACHISMO

ELECTRA

THUNDRBIRD

Bullet-350

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

1991 -2009

1961-1970

1999-2002

1971

Brand Association: Royal Enfield Tour of Rajasthan

Website:

Personality  Gender: Male (112/120)

It is considered to be of the age group of 3050 (59/120)

Wears colors like Black n Silver  Considered as a BOSS (71/120)

 It has a Rugged personality (71/120)

What comes to your mind? “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”

Personality of the Motorcycle Industry Gender: Male (450/600)

Age group: 18-30(286/600)

Considered as a Friend (223/600)

 Perceived as Stylish & Family oriented

New product : 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 Rugged

Haute

Radiance

According to the respondents 19%

10% 12%

12%

Insanity haute Radiance Poise

47%

Rugged

Poise