Enquiry

Enquiry
Analysis
Analysis
& and
Action
Action
planPlan
to to
cover
Cover
rejection
Rejection
gap Gap-2W
– 2W Presented by:
Mohit Mudgal
271147
Summer
Summer Internship
Internship Presentation
Presentation
TABLE OF CONTENTS

S.No Presentation Flow

1) About Piaggio Vehicles Pvt.Ltd.

2) Key Objectives

3) Methodology

4) Analysis of Data

5) Results & Findings

6) Conclusion & Recommendations

About PVPL

• PVPL incepted its Indian operations with the launch of Apé in 1999

• Piaggio Vehicles – 2-wheeler Division has 2 brands under its 2-Wheeler division

• Vespa and Aprilia come in 2 categories, namely, 150cc and 125 cc.

• Premium Brands

• Vespa – VXL, SXL, LX, Elegante, UrbanClub

• Aprilia - SR 150, SR 150 race, Storm and Carbon

About PVPL

Source – auto.economictimes.indiatimes.com
About PVPL
Top advertisers 2019(in crores)

Source – Mediacom
Vespa/Aprilia
Competitive Universe

The competitive universe of Vespa and Aprilia Most Relevant Competition

can be defined as –
• Honda – Activa
• Honda – Activa , Grazia

• Hero – Maestro • TVS – Ntorq

• TVS – Ntorq/Jupiter
• TVS – Jupiter
• Suzuki – Access , Burgman

• Other 2 wheeler Bikes ( Bullet etc)

Vespa/Aprilia
Competitive Universe
 Goals & Key Objectives
1. To study the enquiry analysis of the three dealers of Vespa/Aprilia in Delhi/NCR

2. To identify the rejection gap(barriers for consumption) once the enquiry is floated with respect

to the three dealers

3. To identify the triggers for purchasing Vespa / Aprilia

4. To identify the action plan to cover the rejection gap

Methodology & Data Collection

• Both primary and secondary data has been used

• The primary data was collected through an unstructured telephonic interview
• Secondary data was collected form journals, magazines and websites

• Three dealers that were targeted were –

 Hujo Motors – Shalimar Bagh, New Delhi

 Mehar Motors – Najafgargh, New Delhi
 Haryana Auto Agencies - Gurgaon.
Methodology & Data Collection

• For rejection analysis, a total of 101 respondents across the three dealers were interviewed. For
triggers to purchase analysis, a total of 70 respondents across the dealers were interviewed.

• The enquiry data consulted and analyzed was from October 2018 to March 2019 for Mehar
Motors and Haryana Auto Agencies, whereas, it was from January 2019 to March 2019 for Hujo
Motors

• The target audience to identify the reasons for rejections for the primary research was those
customers who initially floated an enquiry about the product, i.e., Vespa/Aprilia but purchased
another competitor’s product (TVS, Honda )

• The target audience to identify the triggers for purchasing the product were the customers who
had already purchased our product.
Methodology & Data Collection

The questions that were asked from the Target audience to know the reasons for rejections and
trigger to purchase were –

1. What is your name?

2. Please mention the age bracket?
3. Please mention the income bracket?
4. To which dealer did you float your enquiry?
4. What was your medium of enquiry?
5. What was the reason for not choosing our product?
6. What is your primary purpose of purchasing the bike?
7. What triggered you to purchase our product? (in case of Trigger analysis)
Analysis

1. Mehar Motors – Enquiry Analysis

Text Text Text Text

• Data collected from October 2019 to March 2019

• Total number of enquiries – Approx. 493

• Walk-in Enquiries – 254, Tele Enquiries - 239

• Enquiry conversion ratio – 13%

• Walk-in enquiry conversion ratio – 15%

• Tele Enquiry conversion ratio – 10%

Analysis

1. Mehar Motors – Enquiry Analysis

Text Text Text Text

• Majority Source for Tele – Bike Dekho. Approx. 61%

• Approx. 30% of total enquiry – Bike Dekho

• Approx. 70% of enquiries are from Working Professionals

• Majority income lies between 5-10 lakhs pa

Analysis

1. Mehar Motors – Rejection Analysis

Text
A total of 40 respondents Text
were interviewed TextMotors
from Mehar Text

Mehar Motors
10 120.00%
9
9
100.00% 100.00%
8 95.00% 97.50%
7 87.50%
7
80.00%
6 77.50%
6
5 67.50%
5 60.00%
55.00% 4 4
4
40.00% 3 40.00%
3

2 22.50% 20.00%
1 1
1

0 0.00%
Doesn't make sense to Less online Unavailability of spare Lack of Service center Purchase decision Budget issue ( not Less visibility on road. Didn't like the Less exchange value
spend that amount of advertisement. parts besides service in nearby area. influenced by ready to spend more Trust factor features ( no charging
money on scooty. Purchased influenced center. neighbour scooty than 80K) point, low fuel
Instead spend on by son/daughter efficiency ,etc)
another bike.

Number of respondents cumulative %age

Analysis

Haryana Auto Agencies – Enquiry Analysis

Text Text Text Text

• Data collected from October 2018 to March 2019

• Total enquiry conversion ratio – 14%

• Walkin Enquiry Conversion Ratio – 20% approx.

• Tele Enquiry conversion Ratio – 10% approx.

• Majority Source for Tele enquiry – Bike Dekho

• Approx. 75% enquiries are from Working professionals

• Average income lies around – 5-10 lakhs pa.

Analysis
Haryana Auto Agencies – Rejection Analysis

A total ofText
40 respondents Text
were interviewedText Text
Gurgaon Rejection
12 120.00%

10
10 100.00% 100.00% 100.00%
95.00%
87.50%
8
8 80.00% 80.00%
72.50%
6
6 60.00% 60.00%
5

45.00%
4 40.00%
3 3 3

25.00% 2
2 20.00%

0
0 0.00%
Lack of Service center Doesn't make sense Less online Unavailability of spare Purchase decision Budget issue ( not Less visibility on road. Didn't like the Less exchange value
in nearby area. to spend that amount advertisement. parts besides service influenced by ready to spend more Trust factor features ( no charging
of money on scooty. Purchased influenced center. neighbour scooty than 80K) point, low fuel
Instead spend on by son/daughter efficiency ,etc)
another bike.

Number of respondents cumulative %age

Analysis

Hujo Motors – Enquiry Analysis

Text Text Text Text

• Data Collected from January 2019 to March 2019

• Total Enquiry conversion ratio – 22%

• Walkin Enquiry Conversion Ration – 35%

• Tele Enquiry Conversion Ratio - 35%

• 75% approx. – Working Professionals

• Average income – 5-10 lakhs pa

Analysis
Hujo Motors – Rejection Analysis

A total ofText
21 respondents Text
were interviewedText Text
HUJO Rejection Analysis
8 120.00%

7
7
100.00% 100.00%
6 95.24%
6 90.48%
85.71%
5 80.00%
5

4 61.90% 60.00%

3
40.00%
33.33%
2

1 1 1 20.00%
1

0 0.00%
Less online advertisement. Unavailability of spare parts Doesn't make sense to spend Lack of Service center in nearby Purchase decision influenced by Budget issue ( not ready to
Purchased influenced by besides service center. that amount of money on area. neighbour scooty spend more than 80K)
son/daughter scooty. Instead spend on another
bike.

Number of respondents cumulative %age

Analysis
Overall Rejection Analysis

Rejection Analysis
25 120.00%
Text Text Text Text
22

20 99.01% 100.00% 100.00%

20 96.04%
90.10%
17
16 82.18%
80.00%
74.26%
15

58.42% 60.00%

10
41.58% 8 8
40.00%
6

5
21.78% 20.00%
3

0 0.00%
Doesn't make sense Less online Unavailability of Lack of Service Purchase decision Budget issue ( not Less visibility on Didn't like the Less exchange value
to spend that advertisement. spare parts besides center in nearby influenced by ready to spend more road. Trust factor features ( no
amount of money on Purchased influenced service center. area. neighbour scooty than 80K) charging point, low
scooty. Instead by son/daughter fuel efficiency ,etc)
spend on another
bike.

Number of respondents cumulative %age

Analysis
Income Analysis

Income Analysis
60.00% Text Text Text Text

50.00%
50.00%

40.00%
35.71%
%age of respond.

30.00%

20.00%
14.29%

10.00%

0.00%
5-10 lkh 1-5 lkh above 10 lkh
income
Analysis
Primary Purpose of Bike

Percentage of resp.
Text Text Text Text

5%

25%

Commuting
Interest/Fun
70%
Not Applicable
Analysis
Triggers Of Consumption

PERCENTAGE OF RESPONDENTS Percentage of respondents

Text Text Text Text
Brand
Features, Name, Brand
25.00% 35.00% name Tyre size
15% and other
sporty features
look 50%
35%

Style,
Design ,
40.00% Tyre size and other features sporty look Brand name

VESPA APRILIA
Results & Discussions

● Positioning Mis-match ( Premium Pricing)

● There is a lack of brand trust as compared to competitors like Honda or TVS. – Less
advertising

● Low Sales – Less Dealerships – Less Service centers

● Low Online presence of dealerships

● Vespa – Brand name ; Aprilia – Features (Tyre size)

Conclusion & Recommendations
● Most of the customers purchase scooter for commuting purpose and their incomes fall under 5-
10 lakh per annum category But Vespa and Aprilia are priced in premium category

● Also, the brand Vespa and Aprilia are not that much visible in online ads or TV ads compared
to its competitors. Due to this, these brands do not come under consideration set of a customer
when buying a scooter

● Besides premium priced variants, there must be variants in both Vespa and Aprilia that
compete with the pricing of its competitors like Activa and Ntorq

● The main purpose is commuting, the brand must focus more on functional promises like
features and benefits
● Dealers should increase their online presence and promote the features and functional
promises - social media, SEO, SEM.
● Experiential Marketing – Promotional activities like - Free Bike washing service, Free test
ride.The company can also create tie-ups with OTT platforms like Netflix and Prime or Tata sky
for promotional activities
Limitations
● Only 3 dealers were studied

● The study did not focus upon the effectiveness, qualification and knowledge of the sales
executive in the dealership

● The targeted people for covering the rejection gap did not include customers who raised the
enquiry but did not purchase any brand. Due to this, the number of respondents were also
limited

● The period taken for data collection was October 2018 to March 2019 which is less for a
detailed study
Further Scope of Study
● The research can be expanded towards other Tier2 and Tier 3 cities

● The target group for the research could also include the respondents who have bought the
competitor’s products

● interview of the sales executive that works for the dealership to know their knowledge and
qualification

● The research could emphasize more on the consumer behavior towards electric scooter
THANK YOU