PowerPoint Presentation

KTM 390

MAKE WAY !!TEAM - 9

KTM Brand HistoryFounded in 1934 by Hans Trukenpolz in Mattighofen, Austria.Started as a car and motorcycle repair shop dealing primarily in metal workings.Started bike manufacturing due to low business in the metal workshop.The company expanded throughout Austria Once Ernst Kronreif becames partner in the Trukenpolz company, the name is changed to KTM.

KTM LEGACYHigh Performance motorcycle company from AustriaProduce Mini-bikes ,Dirt Bikes, Sports Bikes, and Dual Sport BikesThey are the only non-Japanese bike that is part of the big 5.Podium Domination - Massive gold medal collection in the across the world.

KTM MODELS IN PRODUCTION

MARKET DEMOGRAPHICSINDIAN 2-WHEELER SEGMENT IN INDIATOTAL PRODUCTION - 34,02,897 units / year.MOTORBIKE SHARE 25,56,782 units / year (75%)GROWTH RATE - 7-8% / year

In the last few quarters, there is a steep climb in growth observed in the 150cc+ segment. Growing at almost 29%. Unlike the lower segment where the growth has been roughly 9.2%.An indication that the market is shifting towards the performance segment.

KTM IN INDIAKTM entered the Indian market via Bajaj in January 2012 by launching the Duke 200 (A 200cc naked street bike).Instant hit among the biking fraternity.KTM organizes official events all over the country to promote safe riding. Eg. ORANGE DAY Track event and ORANGE RIDE Street legal rides.

MARKET DEMOGRAPHICS (Continued)

KTM DUKE 390The elder brother of the Duke 200. The Duke 390 is double as powerful but weight just as much as its younger sibling.Practical and affordable.All terrain motorcycle. Superior handling capabilitiesState of the art technologyFront runner in the 400cc segment in INDIA.

KTM DUKE 390 SPECIFICATIONS

MARKET TRENDIndian Market looking for upscale bikes.Serious riders want to buy powerful bikes that are affordable.Consumers are ready to pay a premium for the Luxury 2- Wheeler Segment.Increase Social presence.

SWOT AnalysisSTRENGHTSA Global brand name.Known for durability and performance. Highest BHP in segment.Cost effective.Low maintenance.Higher gas mileage.

WEAKNESSLow market presence.Will take time to be accepted.Primarily meant for single rider comfort.A misnomer to be a very expensive motorcycle.

SWOT AnalysisOPPORTUNITIESINDIA - a potential market as it was an untapped market for performance bikes.No direct competition in the cost and performance segment.Front runners to conduct organized races for KTM Duke owners.

THREATSNew entrants from competitors who have higher market presence.Traffic congestions and bad city roads.Rise in fuel prices.Primary 2 wheeler segment is dominated by high mileage motorcycles or scooters.

COMPETITION

BIKE COMPARISONNAMEOF BIKEENGINE CAPACITYPRICE* (INR)COMMENTSKAWASAKININJA 300300 cc3,50,000/-HighermaintenancePremiumfuel required. (22kmpl)Not ideal for all terrainHYOSUNG GTR 600600 cc4,50,000/-Bike underpowered for the engine capacity provided. Low gas mileage. (16kmpl)Not ideal for all terrainHONDA CBR500 ABS500 cc5,00,000/-High maintenance.Lowgas mileage. (17kmpl)Not ideal for all terrainKTMDUKE390390 cc2,00,000/-Ideal for all terrainLight weight.CosteffectiveSelf maintain training provided.Good gas mileage. (30kmpl)

Ex-showroon New DelhiWHAT IS THE TARGET MARKET?The people aspiring to have powerful and really fast bikes.

Demographic Higher disposable income of consumers has become a key factor in driving the markets and development of the products.

Socio-CulturalThere has been a drift in the mindset, taste and lifestyle of the people. The experiential rider has become very demanding and looks for thrill more than just a normal commute.

Segmentation Experiencers >Young Men >Highly fashion oriented people >Men wanting to live on the edge. >Men who want the KTM DUKE 390. Low Disposable Income High Disposable Income

Strivers

Potential MarketWHO DO WE SELL TO?Frequent long distance riders Experiential riders.Those who are interested in performing stuntsThose who want to portray a Macho image.Those who lay emphasis on sheer riding quality in a bike.Those who wish to get noticed, trying to portray an unstoppable image.Urban lifestyle. The wannabes.

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MARKETING PITCH : PRINTStunt rider doing a Stoppie in a KTM Duke with the following quote :THE ONLY THING STOPPING YOU IS YOU.

The pitch is primarily meant for ardent riders who would be interested to push the bike to its limits and perform stunts on their own.

MARKETING PITCH : VIDEOAn individual who recalls riding his KTM Duke 390 whenever he closes his eyes. Followed by quote :CANT GET IT OUT OF YOUR MIND. EVEN IF YOU WANT IT TO.

Again, meant for ardent riders who are interested in a thrilling riding experience.

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