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8/12/2019 Group 6- Yamaha
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GROUP 6
TANVI AGGARWAL 4
SEEMANT GUPTA 16
SHEENA JAIN 18
NAYANA NAYAK 31
AMI PAREKH 33
KAUSTUBH TIKKAM 55
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SHOPPER SEGMENTS AND PATH TO
PURCHASE
1. Ambience Seeker
Customers like to move around the
showroom and see the different displays of
bikes.
A bike simulator would add to the ambience
to the showroom
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2. Variety Seeker
Yamaha FZ 16, FZ S, SZ R, Fazer ,R 15 aresimilar bikes150 cc.
7 Scooteys being launched next year.
Customers try each and do not come with afixed mind
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3. Involved
Post purchase communication is important.
Two wheeler segment is a high involvementcategory.
People gather information about the specs
and take test drives before making thepurchase decision.
Comparisons between diff brands.
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4. Consultative
Accompanying person such as friend orrelative who already owns a bike.
Feedback about the bike.
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5. Inquirer
Initial stage of inquiry regarding the different
models.
Brochures of the different bikes for specs.
6. Familiar
Background research of the different models Interact and form a relationship with the sales
rep for discounts and information.
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7. Brand Conscious
Yamaha is priced higher than the Indian
counterparts such as Hero and Bajaj due to its
high brand value.
8. Quality Conscious
Established brand known for good quality andstylish designs.
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Showrooms 400sq ft to 1000sq ft
60% to 70% space kept for bikes inside and
bikes meant for the delivery on the same day
are parked outside.
High Involvement CategoryConceptual
Model.
PtoP is from the bikes to the counter.
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Shopper experience activities
Bike simulators
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In store visual merchandising
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In store visual merchandising
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In store visual merchandising
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In store visual merchandising
LED TVSbike races
Customization
Personalized stickers
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Shopper experience activities
Launch of FZ S in Nepal
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Yamaha Mania
Yamaha Mania focuses on:
Enhancing the Bike Fever through:
An opportunity of a video-game parlor indulgence.
Participants are required to:
Mount the displayed motorcycles.
( Two motorcycles would be located in the same arena)
The rider of each motorcycle to:
Compete on gathering maximum points in Shooting Valley.
Winners to be awarded with discounts on purchase of a Yamaha Bike.
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Financial Planning
Expenses: Cost
Rental charges
(For a 200sq. Ft. space in Neptune mall)
( 5 malls )
Rs. 250 sq. ft.
(Rs. 50,000)
Printer (personalized stickers) Rs 5,000
Bike simulator Rs. 6,00,000
LED TVS (2 no.s ) Rs. 70,000
4 Yamaha Bikes Rs. 80,000 each
Yamaha Stunt Show Rs. 3,00,000
Total Rs 14,45,000
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Template For Measuring Success
Gauging Customer Feedback
before the events start is a critical
factor to achieve success.
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Bike Simulator
Increase in customer walk-ins Monthly
No. Of persons trying it
No. Of bookings immediately after the simulator has been tried
No. Of bookings of the model tried on the simulator
Increase in sales
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In store VM monthly no.
No. of customers entering the store
No. of customers entering the store after the new VM
Increase in customer walkin
Increase in bike sales
Increase in accessories sales
Number of customers opting for personalized stickers
%ge of customers who opted for personal stickers
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Yamaha Stunt Show
No . of people who attended the show
No. Of registerations
No. Of people who took a test ride
No . Of conversions of these people
No. Of customer walkins in the week preeceding the show
Increase in customer walkins
increase in sales
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Yamaha Mania Monthly
Customer Walk-ins (In numbers)
Registrations for Yamaha Mania
No. of actual participants in Yamaha
Mania
Ease of Yamaha Bike Usage
No. of conversions
No. of participants displaying interest in
Yamaha Bikes post-event
Increase in sales: (Pre-Event vs. Post-
Event)
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Feedback form
What does the term Bike Event signify to you?
Speed
Energy
Race Have you been an active participant of Bike Promotions and Mock Test-
Drives in malls?
Yes
No
Would you be interested in purchasing a Bike promoted well in the mall?
Yes
No
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Feedback form
Do test-drives of expensive Bikes in-store motivate you make a purchase?
Yes
No
Any suggestions that you would like to give us for Bike Promotions? Develop a video game setting with the Bike event
Trainers to help learn riding
In-store Bike competitions
Neutral
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