Group 6- Yamaha

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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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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Documents

Group 6- Yamaha