presents…

The two wheeler market in West Bengal

WE NOW EVEN HAVE A WOMEN CHIEF MINISTER…

No discussion on Bengal can start without its women! Not surprisingly for a society that staunchly worships many Goddess- Durga, Kali and Saraswati, the Bengali women

sees herself as the personifications of Shakti and has an inherent streak of self confidence; she is

assertive, outspoken and enjoys a fair amount of significance in society.

Countering a few myths on Bengal… Contrary to perception, people in Bengal are not averse to

risk-taking and entrepreneurship…. Simply consider the fact that Bengal tops the country in the

number of manufacturing units in the unorganized sector - a staggering 2.75 million units representing 15% of the national total.

Not surprisingly for a city that has aspirations to be the pre-eminent IT destination in the world… Kolkata can boast of a generation of the most tech-savvy youngsters

in the country. The TCS Generation Web 2.0 survey confirms that Kolkata’s youth lead in the country in mobile ownership (90%), PC ownership (76%) as well as the use of Wikipedia for information sourcing (31%).

A look at your industry in Bengal

The Two Wheeler Market in Bengal Two Wheelers

The Target Group: All Adults in age group 18-45 years Sec A, B & C households. West Bengal has 25 lakh households in SEC A, B & C.

The number of SEC A, B & C households in West Bengal is more than that of Punjab & Haryana put together. West Bengal has 1 lakh more household in SEC A, B & C than in Gujrat.

14 lakh households in Bengal own a motorized Two Wheeler. The number of households owning motorized Two Wheeler in Rural Bengal is 7% more than that in Urban Bengal.

Ownership

Hero Honda

Bajaj

TVS

Yamaha

Honda

Suzuki

Royal Enfield

14

11

5

4

2

1

1

11

8

3

2

1

0

0

Currently owned

What do I look for when I buy a bike?

ALL

Kolkata

ROB

Male

Female

26

27

25

27

25

19

20

18

19

19

15

16

13

15

15

11

11

10

10

11

9

7

13

8

9

8

8

8

7

8

6

6

7

7

6

6

6

7

6

6

company product feature priceoffers Advertisment Family's preferencePeers Retailers

Brand/Company name, Product Features & Price key to choice.

Brand Loyalty

ALL Kolkata ROB

4138 45

43 5530

10 5

15

63

10

Iwill definitely purchase a motor cycle/scootyof the same brand

If I get a better offer I may shift to a different brand

Loyal but entice them and they will shift…

Brand Preference

Her

o Hon

daBaj

ajTV

S

Yam

aha

Hon

da

Suzu

ki

Royal

enfi

eld

Non

e

50

26

117

1 0 05

Hero Honda & Bajaj the two most preferred brands

Unaided Awareness

Hero Honda

Bajaj TVS Yamaha Honda Suzuki Royal Enfield

9182

60

44

14 135

Spontaneous recall high for Hero Honda, Bajaj & TVS

Total Awareness

Hero Honda Bajaj TVS Yahama Suzuki Honda Royal Enfield

99 99 99 97

88 87

64

High awareness of brands in the category

How can Sanmarg help make your brands stronger?

Q1 2010 Q1 2011 % Growth

Any Bengali Daily 10230 9667 -5.50 %

Any English Daily 1563 1594 1.98 %

Any Hindi Daily 673 736 9.36%

SANMARG 455 502 10.33 %In a growing market for Hindi Publications

we not only lead this growth but are growing faster than the market…

Source: IRS Q1 2011

Where are we today?

Highlights• Today, we are the most widely circulated Hindi Daily in

Bengal with a readership that is over 5,00, 000.

• Highest percentage of sole readership (83%). No other

English or language Daily enjoys such high brand loyalty.

– AIR: 510, TR 1326.

• Readership in West Bengal:

– AIR:238, TR: 483, Readership in SEC A1, A2, B1, B2.

• Readership in the top decision making age group of 20

years to 39 years:

– AIR: 250, TR: 658.

Two wheeler ownershipSanmar

gTOI-

KolkataTelegra

phStatesm

an ABP Bartaman

Sample 256 509 930 169 2827 1123Est. Individuals (000s) 502 630 1035 199 6048 2926Two Wheelers - Ownership % of Total ReadershipOwn 17.2 20.6 25.3 23.4 22 17.2Two Wheelers - TypeMoped / Scooterette 2.8 2.6 2.9 5.9 1.8 1.8Scooter 1.2 1.5 4.8 3.1 3.8 2.8Motor Cycle 14 17.1 18.5 18.2 17.1 13.9

Our reach amongst two wheeler brands…

SanmargTOI-

KolkataTelegraph

Statesman

ABP Bartaman

Sample 256 509 930 169 2827 1123Est. Individuals (000s) 502 630 1035 199 6048 2926Motor Cycles - Brand % of Total ReadershipBajaj Boxer / Kawasaki Bajaj Boxer

0.3 0.3 * - 0.3 0.3

Bajaj Caliber / Kawasaki Bajaj Caliber

0.2 0.8 0.1 - 0.7 0.6

Bajaj CT 100 0.9 0.7 0.6 - 0.6 0.3Bajaj Discover (Any) 1.4 1.1 1 2.4 1.1 0.7Bajaj Pulsar (Any) 0.6 2.4 1.3 1.8 1 1.1Hero Honda Ambition 0.3 - 0.2 - 0.1 0.1Hero Honda CBZ / CBZ Extreme 0.2 0.3 0.7 1.9 0.3 0.2Hero Honda Glamour 0.5 1.1 0.2 - 1.1 0.7Hero Honda Splendor (Any) 1.6 2.6 2.5 3.9 2.2 2.2Hero Honda Super Splendor 0.7 0.3 0.9 0.8 0.9 0.5Hero Honda Motorcycles (Others / Unspec.)

1.6 1.1 1.4 1.4 1 0.6

Hero Honda Passion (Any) 1 0.8 1.9 1.5 0.9 0.8Kinetic Motorcycles (Others / Unspec.)

0.2 - 0.1 - - -

LML Freedom (Any) 0.4 - - - * 0.2Royal Enfield Bullet 0.3 * * - * -Suzuki motorcycles (Others / Unspec.)

0.5 - * - 0.3 *

TVS Victor 0.3 0.3 0.1 - 0.3 0.9Yamaha Frazer 0.6 0.3 0.3 0.9 * -Yamaha FZ 0.3 - 0.2 0.3 0.1 *Yamaha motorcycle (Others / Unspec.)

0.5 0.3 0.4 - * *

Other Imported Motorcycle 0.8 0.6 0.4 0.5 * *Other Indian Motorcycle 0.2 1 1 0.9 0.4 0.5DK / CS 0.4 0.1 - - 0.4 0.3Motor Cycles - Intention to buy (1 Yr)Intends to buy 1.5 1.3 2.5 4.3 1.4 1.4

Some automotive brands we carrying…

We look forward to helping sell your brand…

namaskar