Two Wheeler Brands In India

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 :