Two Wheelers In India Marketing Essay

Two Wheelers In India Marketing EssayRiding a both wheel horse gives once a felling of freedom and enjoying the natural beauty. In India devil wheelers are in general preferred because of their compact sizes affordable process, depression nutriment and easy loan repayment. If we see Indian streets they are generally alter up of ii wheelers. Thetrendofowningtwo wheelersin India isduetoavarietyoffacts.OneofthechiefispoorpublictransportinmanypartsofIndia. Additionally,two-wheelersofferagreatdealof restroomand mobility forthe Indianfamily.India is the third largest producer of Two wheelers in the world it bewilder just next to Japan and China. In give out few years the the Indian two-wheelers persistence has got spectacular growth. Two wheeler industry in India has a small beginning in early 50s. The political machinemobile Products of India (API) buzz offed manufacturing scooters in the country which was later taken over by Bajaj Auto. Although various governing and priv ate enterprises entered the fray for scooters, the only brisk player that has run shorted till right away is LML.The pedal constituent of India was initially dominated by Escorts175cc rhythm and Enfield 350cc pedals. In mid 80s the two-wheeler betrayet was opened to foreign competition. And the then marketplace leading Escorts and Enfield were caught unaware by the onslaught of the centurycc pedals of the four Indo-Japanese joint ventures. With the availability of render efficient start power cycle per seconds, demand for this swelled which results in whiz Honda then the only producer of four stroke wheels(100cc category), gaining a overstep slot. The prime(prenominal) Japanese bicycles were introduced in the early eighties. TVS Suzuki and submarine sandwich Honda brought in the first two-stroke and four-stroke locomotive engine motorcycles respectively.TVS Suzuki and Hero Honda initially started with assembly of CKD kits which later on progressed to autochthon al manufacturing. In the 90s the Japanese motorcycles has brought in major growth for motorcycle incision , which grew at arate of nearly 25% CAGR in the lastfive years. The motorcycle industry had a smooth take in in the 50s, 60s and 70s when the Government has prohibited natural entries and controlled qualification expansion strictly. In 80s the industry saw a sudden growth and a peak great deal of 1.9 mn vehicles. The entire automobile industry saw a drastic fall in demand in the year 1990 which resulted in reject of demand by 15% in 1991 and 8% in 1992, resulting in a end product loss of 0.4mn vehicles. Hero Honda showed a marginal extraction in 1992 and all the major producers suffered from recession in Fy 1993-1994. The reasons for recession in the sector were mellowed input costs , incessant rise in can prices and reduced purchasing power of the people due to unshakable rise in general price level and credit crush was there consumer financing. Later with developm ent of economic situation, sales oftwo wheeler increased increased.In the last eight to ten years, the two-wheelermarket has witnessed a shift from scooters to motorcycles. Particularly in the rural areas, consumers digest started preferring sturdier bikes to withstand the detrimental 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 change in the pricing policy of Government of India ordain digest an impact on two wheelers sales.Improvement in disposable income sure enough 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 IndustryThere are many two-wheeler bring into beingrs in India the major players are as follows Hero Honda Motors Ltd (HHML)-Bajaj Auto Ltd (Bajaj Auto) and-TVS Motor telephoner Ltd (TVS) Kinetic Motor Company Ltd(KMCL),YamahaMotorsIndiaLtd(Yamaha),Royal Enfield Ltd (REL) and Honda Motorcycle Scooter India (P) Ltd(HMSI). divers(a) bikes illustrations100 cc bikes segmentThe bikes in this segment are generally simple and are not much expensive and their main physical object customers are middle income people. These bikes consume less render as they have 100 cc motor and they are suitable for travelling lengthy distance. The bikes in 100 cc are most rightly fire be tell as value for bills. The various competing bikes in this segment are -Bajaj secure100, Bajaj Platina 100, Hero Honda Passion positive(p),-Hero Honda brilliancy Plus and Yamaha crux of the matter TVS STAR CityWe are going to compare the following mentioned modelsBajaj Discover100Hero Honda brilliancy PlusYamaha crux of the matterTVS CentraBajaj Discover 100 dirt NameBajaj DiscoverParent CompanyBajaj Auto houseMotorcycle empyreanTwo-wheeler AutomobileTagline/ SloganDiscover India with the power of 1 lit reUSPIt give in effect(p) mile get on stake Ambassador phylogenyBajaj Discover is a motorcycle instigantmark 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 torsion which is able to produce up to 7500 rev and torque of 5000 rpm. Bajaj has launched 100cc Discover DTS-Si which has 2nd generation engine and provide an middling of 75km/hr on road speed in city and 83km/hr on highways and being termed as long distance Bike. It has 5 contagious disease gears to provide constant transmission.The Bajaj Discover DTS-Si will be available in four colour i.e red, blue, deep vitriolic and green.Bajaj Discover DTS-Si 100cc has unmated forcefulness as all the other Discoverbikes in india. Some of the premium determination features of this motorcycle are LED mark-lamp, alloy wheels a nd an all black presentation with enthralling chrome styling elements. This cuttingly launched Bajaj two-wheeler is packed to deliver unmatched performance through polycot piston with the sturdy Discover format and manageable complete comfort varied features like ergonomically designed seats.FeaturesElectric start systemLongest wheelbase in the entire segmentFull DC electrical systemAuto choke that helps in easy startNitrox suspension system that look ats riding comfortable even on rough roadsMaintenance free battery along with charge indicator5 speed gear boxTarget section Bajaj Discover is generally targeting the lower middle class people who wait value for money and need a bike that give good fuel consumption rate and look stylish.Target meeting jejuneness of middle class in age group of 25-35 years. military position A bike that can be utilise for exploring new avenues.SWOT ANALYSIS OF BAJAJ DISCOVERSWOTStrength1.Strong brand name and huge market2.Excellent distrib ution through franchisees3.Most reliable for Indian roads as it requires low maintenance 4.Good mileage helplessness1. Focuses on just mileageOpportunity1. intricacy in rural and tier-2 cities2. Innovations in engineering scienceThreats1. New entrants2. Competitors3. wiped out(p) cost bikesHero Honda shininessBrand NameHero Honda(Hero MotoCorp) impressivenessParent CompanyHero Honda course of studyMotorcycles firmamentTwo-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 rich and best selling bike in its stable that isHero Honda vastness, the total variant of the brand are 4. Hero Honda has recently upgraded itsHero Honda SplendorSuper 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. exclusively late r a gap of 6 years,Hero Honda Splendorwas declared World No. 1 largest selling single two-wheeler model. The prefatory model of theHero Honda Splendorwas having only standard equipment only but technology was mind-blowing 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 in any case saw a big success. The company announced to sell the basic and improved model side by side but cease the former silently after sometime. Now onlyHero Honda SplendorPlus version is available in market. TheHero Honda SplendorPlus is powered by an dividing line 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 toil 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 avata r ofHero Honda Splendorsports alloy wheels, pass light, helmet lock and happy indicators switch.The company further revamped theHero Honda Splendorbrand and launched Hero Honda Splendor Super in the year 2005. It is a bigger machine than its predecessors. The bike is loaded with 125cc, 4-Stroke OHC, Single Cylinder, Air Cooled engine which churns maximal 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 incorporate d 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 glorious mileage and low maintenance.TheHero Honda SplendorPlus gives a routine 65-70 kmpl. It has got 11 litres of fuel armoured combat vehicle 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 Excellent Blue, Hi Granite Blue, cruddy With Purple Stripe 1, Black with Purple Stripe 2, Black with Purple Stripe 3, Black with bills stripe, Cloud Silver and Candy Red. The eubstance colour is painted at fuel tank, front cowl, side panels, rear panels and front fender.Target Segment Target are the lower middle class people who wish 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 ru ral and tier-2 cities2. Innovations in technologyThreats1. New entrants2. Competitors3. Low cost bikesYamaha crux of the matterBrand NameYamaha cruxParent CompanyYamahaCategoryMotorcyclesSectorTwo-wheelerTagline/ SloganAapke irade sa mazboot Yes YamahaUSPBike which has 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 lucks the same engine with Yamaha Libero, Crux is targeted towards the lowest 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 comfor table 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 carry heavy loads or passengers with smooth move. Yamaha India said that Yamaha Crux will meet all requirement of biker. Lets talk nigh theYamaha Crux price in Indiawith features and specifications.Yamaha Crux Features130 dia drum brake.adjustable shockers. in advance(p) air cooled 4 stroke engine. agreeable looks.Chrome plated fender.Multi-reflector tail light and head light for better visibility.Target Segment conservative 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.Exc ellent 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 redness 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 fibrous 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 Cen tra 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 road like all TVS Motor Company products, TVS Centra too has been engineered and designed keeping in mind extensive customer feedback and changing customer needs. TVS Centra will be the first motorcycle in India that will bundle price, mileage, maintenance, style, reliability, power, ruggedness and ride comfort making it truly a value for money own(prenominal) transportation two-wheeler. Those who want all these performance attributes in a commuter motorcycle at a great price, nothing will get down 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 long horse Power (Bhp) at 7250 RPM making it the most powerful motorcycle in its class. TVS Centra will also be known f or its nimble discourse and riding comfort enabling easy maneuvering even in mobile city traffic. Its contemporary style with big muscular tank and comprehensive 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 check 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