High-End Bikes

Dhruv Singla
Sahil Sharma
Nilish Aggarwal
Into the Market..
India being potential market for the two
wheelers

Bike/Scooter Driven country

Allow 100% FDI in auto
-mobile sector (July 16,2013)

Demographics Favor Further
Growth


Product
Yamaha Kawasaki Honda Harley
Davidson
Suzuki
Logo
Features Electronic
suspension,
chassis,
handling
Powerful,
Performance,
Bulky
Designed for
streets, Durable,
Advanced
technology
Cruiser,
powerful braking
system,
comfortable
hand controls
Speedy,
Compatible,
Electronic
Transmission
Service Apart from free
service, Yamaha
organize various
camps.
Service are been
done by bajaj
service centers
4 free service &
24hrs road
assistance
Provide Best
Roadside
Assistance fuel
delivery, transfer
if breakdown,
taxi service, etc..
6 free services
from authorized
service stations
Warranty 2year or 30000
kms
1 year warranty
but can be
extended
5 year warranty
or 70000kms
2 years warranty
& 60 days
warranty for
parts &
accessories
2 years warranty
or 30,000kms
which ever
earlier
Price
Segment
In lacks
Yamaha Kawasaki Honda Harley
Davidson
Suzuki
<5lacks R-15 Ninja-250 CBR-250R - INAZUMA
5-10lacks FZ1 Ninja-650R
Z 800
CB-1000R SUPER LOW
IRON883
FORTY-EIGHT
Intruder M-
800
10-15 Lacks YZF R1 NINJA-1000
Z-1000
Honda VT-
1300CX
SUPER GLIDE
FAT BOB
FAT BOY
Intruder
M1800;
BANDIT
1250-SA
15-20 Lacks V-MAX NINJA-ZX 10R
NINJA-ZX 14R
CBR-1000RR
FIREBLADE
HERITAGE
SOFTAIL
NIGHT ROD
HAYABUSA
GSX-R100

No. of models in Price Segments

0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
< 5lacks 5-10 lacks 10-15 lacks 15-20 lacks
Yamaha
Kawasaki
Honda
Harley
Suzuki
Place
Yamaha:
Yamaha stores are available in all the metropolitan cities of the
country.
Yamaha India mainly deals in B-segment bikes but they also took
orders for super n high-end bikes, hence got major penetration into
the Indian markets.

Outlets
New Delhi
Mumbai
Chandigarh


Contd.
Kawasaki
Kawasaki entered into India market with collaboration with Bajaj
Motors.
hence exploit almost all the big store n showrooms of Bajaj
motors.
Kawasaki dont have any exclusive dealer or stores in Indian
market
Honda
In comparison to all the above brands, Honda has maximum
penetration in the Indian market as far as high end segment is
concern.
Honda got his stores in almost every metro & capital city hence
targets large population, and also holds orders for super bikes.

Contd
Harley Davidson
The American Brand using different strategy to target their
population.
Harley didnt have any venture or collaboration with any of the
brand here neither have many outlets to target more people.
Harley has few lavish stores and they are flaunting it.
OUTLETS
CHANDIGARH
New Delhi
Mumbai
Promotion
Through advertisements
Print media
Electronic media
Personalities-
Bollywood
Sports

Rallies
Sponsors
Accessories
Name itself promotes
the brand
Environmental Scanning
Social Factors
Reference group
Family group
Demographics
Young population
Sex ratio
Life style

Contd..
Cultural Factors
Exert the greatest impact on buying behavior of
consumers.
For eg :- As culture in North India, lavish culture has
huge impact over the consumer buying preferences,
hence high end products would be preferred so as to
support their culture.

Political Factors
Customs
Road tax
Excise duty

Technological Factors
Better fuel injection technology
Inbuilt GPS
ABS and Safety Rods
Greater emphasis on R&D
Electronic engines

Economical Factors
Industry growth-
25% (2009-2010)
27%(2010-2011)
The average family income has increased
Financing has become easier
Reduction in taxes and duties

Income groups
Deprived (< 90K)

Aspirers (90K-2L) Middle Class
(2-10L)
Rich (> 10 L)

Standard Public
transportation
not available.
Business needs.
Rural areas.

Needed for regular
commuting. Can
commute in public
transport but feels
good in own
vehicle.
Maybe for
alternate
transport
option

NA
Deluxe NA Proud to own a
deluxe motorcycle.
Alternate
transport
option
NA
Sports NA Very passionate
about riding sports
motorcycles
Medium range
sports category
for young
siblings
High end sports
category for
young siblings


Cruiser NA NA Very passionate
about riding
two wheelers
Passionate
about riding
two wheeler

Consumer Buying Behavior
Questionnaire
Questionnaire are been filled from youngsters ie.
From friends n youngsters
Research been done on exploratory basis

Interviews
Personally taken responses from People
Preferences over brand, features and interests
Sources of Advice
18%
59%
20%
3% Sales
family
friends and colleagues
I dont take advice
dealer
Decision Influencer
Preferences in High Income Group
Analysis
The product gets very much accepted into the
Indian market.
Other Reasons
Increasing PPP
Increasing disposable income
Preferences
Culture

Queries