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Disclaimer:
Intention of the document is to summarise the current marketingactivities of Primarily Harley-Davidson and Triumph - PremiumMotorcycle Brands in India and Positioning these brands are trying tocapture in the Minds of the targeted consumer. Due to the small lengthof the document I may have missed out some critical details, hencefeedback is welcome.
Views are personal and in no way represent that of the organization Iwork for. Data collected is through public sources and no solicitation isasked for specially for this document.
06-12-2015 2
Agenda
• Creating a market for a new category of products is always a challenge
• Some of the few examples of new category introduction have been mentioned in subsequent slides
• Capturing a Reference Point => mindshare and share of wallet for a brand become key to success as the consumer behaviour transitions is still a WORK IN PROGRESS situation
• The slide overs some innovations brought forward by H-D Marketing machine here in India to Create the Premium Motorcycling Category
06-12-2015 3
Marketing Machine=> Call to Market for different Target Segments
06-12-2015 5
Non User
First Time User
Multiple Years + Brands Experienced
Tactics –• Test Rides = Conducted most frequently by Harley Davidson India and Triumph
India • Bootcamps = One of its kind in India, Conducted only by Harley Davidson India
Tactics –• Community Rides = Conducted/ Sponsored by most of the brands • Rock Riders = One of its kind Music TM event of Harley Davidson India
Tactics –• Promote User Generated Content=
Promote Customisation projects, currently Harley Davidson India is most active here
The deck covers Harley and Triumph Marketing activities in India, since other brands are semi active Vs these two brands
Creating new categories – recent examples
06-12-2015 6
Polaris ATV’s Polaris Eicher Multix Mahindra Shaan (Discountinued now)
Premium Motorcycle Segment
Unlike other examples in the slide, Multix & Shaan platform – specifically engineered for developing markets
Reference Point?
06-12-2015 7
Looks and feels all the same – how do I distinguish? Same issue faced by new category products
God Exists many know, very few have experienced…
06-12-2015 8
Majority of the target/ potential customers before experiencing the category –experienced it through Hollywood, racing media like Moto GP, Best f the globs like Vintagent or TV Series like Biker Build Off
For a first in its category –Creating experience and reference point
06-12-2015 9
Target Consumer: • Urban Middle Class Family with
steady income• Not a first time user, already has
experience & a reference point of benefit accrued
• Challenge is to keep him loyal to the brand – his life has already included the product as a must have
Target Consumer: • Bottom of Pyramid/ Rural
Consumer• Has not experienced the
product before trial packs came in
• Challenge – product adoption, creating a reference point for a category first
FMCG Firms have already tackled this challenge
Creating the Experience -The Innovations: Bootcamps
06-12-2015 13
Picture Source: Harley Davidson India
Advocacy & Loyalty: Promoting User Generated Content=> Customization
06-12-2015 15
Picture Source: Harley Davidson India