www.louieruben.blogspot.com10 STEPMarketing Plan for Suzuki Smash 115John Louie C. RubenJune 8, 2013Disclaimer: Im not con...
Smash 115, Cool 115.www.louieruben.blogspot.comSteps 1 to 51. Smash 115 primary target are the “yuppies”2. Who needs comfo...
Smash 115, is about creating an experience orfeeling of being cool.www.louieruben.blogspot.comSteps 6 to 106. Smash 115 is...
1. Smash 115 primary target are the “yuppies”18-28 years old, male, social class C, D, and E.Young workers “yuppies”, who ...
www.louieruben.blogspot.comI need my ownmotorcycleI’m happy because I had my firstmotorcycle during my first jobPTM needs ...
www.louieruben.blogspot.com2. “Yuppies” need comfortable transportation towork.With crowded and uncomfortable public trans...
3. Smash 115 is competing with other JapaneseBrandsDirect: Honda Wave Dash 110, Honda Wave 100, Yamaha Vega115, Suzuki Rai...
www.louieruben.blogspot.com3b. Smash 115 is at the Low Price High CCcategoryEngine DisplacementPriceLow CC High CCHighPric...
www.louieruben.blogspot.comcSmash is not only about fuel efficiency and enginepower, but it also creates a cool image for ...
4. Smash 115 is not just about engine power andfuel efficiency, it’s Cool.www.louieruben.blogspot.comSmash 115 is the only...
4. Smash 115 positioned as “COOL”www.louieruben.blogspot.comSmash 115: Cool 115*A PRACTICAL COMBINATION OF HIGH POWER AND ...
5. Japanese manufacturers sold 702, 593motorcycles in 2012.www.louieruben.blogspot.comTotal market in 2012 is 702,593.*In ...
6a. No particular product arrangement for multi-brand dealers of motorcycles.www.louieruben.blogspot.com
6b. Smash 115 is powerful, eco-friendly, sporty,and comfortable.www.louieruben.blogspot.comthe ALL-NEW Smash 115’s smooth ...
6b. Smash 115 will make you “Cool” on amotorcycle.www.louieruben.blogspot.comAvailable in 3 colors and 2 wheel types;*from...
7. Smash 115 is the highest priced motorcycle inits category.www.louieruben.blogspot.com110cc100cc115cc45k 50k 55k 60k 65k...
7. Suzuki Smash 115-Spoke is priced 15% lowercompared to Honda Wave 110.www.louieruben.blogspot.comModel Price Engine (CC)...
8. Smash 115 is heavy on events and salespromotions.www.louieruben.blogspot.comMASS1. Sales Promotion2. Advertising3. Publ...
8a. Uses Facebook to create venue for interactionand create a buzz.www.louieruben.blogspot.com
8a. Represented the Philippines in Internationalcompetitions to prove the power of the Smash115.www.louieruben.blogspot.com
8a. Smash 115 print ads are visible in majormotorcycle magazines in the countrywww.louieruben.blogspot.comMajor motorcycle...
8a. Smash 115 promotions are focused on theneed of first time motorcycle riders.www.louieruben.blogspot.com
8a. Honda, as the market leader, do after salesoriented promo.www.louieruben.blogspot.com
8a. Yamaha also tries to be “youthful” in theirapproach and provide the basics for motorcyclebuyerswww.louieruben.blogspot...
9a. Smash 115 is available in 1,300+* motorcycledealers nationwidewww.louieruben.blogspot.com*Assumption from 30% (490) de...
10. Smash 115 is about creating a cool imagewww.louieruben.blogspot.comSmash 115’s main strategy is differentiation, with ...
Summarywww.louieruben.blogspot.com
Smash 115, Cool 115.www.louieruben.blogspot.comSteps 1 to 51. Smash 115 primary target are the “yuppies”2. Who needs comfo...
Smash 115, is about creating an experience orfeeling of being cool.www.louieruben.blogspot.comSteps 6 to 106. Smash 115 is...
www.louieruben.blogspot.com10 STEPMarketing Plan for Suzuki Smash 115John Louie C. RubenJune 8, 2013
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  1. 1. www.louieruben.blogspot.com10 STEPMarketing Plan for Suzuki Smash 115John Louie C. RubenJune 8, 2013Disclaimer: Im not connected with Suzuki Phil or any motorcycle dealer. All information in thispresentation are based form publicly available data. All sources are included in the presentation.
  2. 2. Smash 115, Cool 115.www.louieruben.blogspot.comSteps 1 to 51. Smash 115 primary target are the “yuppies”2. Who needs comfortable transportation to work.3. Smash 115 is competing with other Japanese Brands4. Smash 115 is not just about engine power and fuel efficiency,it’s Cool.5. Japanese manufacturers sold 702, 593 motorcycles in 2012.
  3. 3. Smash 115, is about creating an experience orfeeling of being cool.www.louieruben.blogspot.comSteps 6 to 106. Smash 115 is powerful, eco-friendly, sporty, andcomfortable.7. Suzuki Smash 115-Spoke is priced 15% lower compared toHonda Wave 110.8. Smash 115 is heavy on events and sales promotions.9. Smash 115 is available in 1,300+* motorcycle dealersnationwide.10. Smash 115 is about creating a cool image.
  4. 4. 1. Smash 115 primary target are the “yuppies”18-28 years old, male, social class C, D, and E.Young workers “yuppies”, who are looking for their first motorcycleand for an alternative way of transportation aside from the publictransport.www.louieruben.blogspot.comJust started a professionalcareer, cost conscious butdoes not want to sacrificeaesthetics.
  5. 5. www.louieruben.blogspot.comI need my ownmotorcycleI’m happy because I had my firstmotorcycle during my first jobPTM needs their own motorcycle for commutingto work.
  6. 6. www.louieruben.blogspot.com2. “Yuppies” need comfortable transportation towork.With crowded and uncomfortable public transport, “yuppies” needtheir own ride that will allow them to go to work comfortably andincrease their self esteem by having their own ride in their first job.“Yuppies” prefer, choose Smash 115 over other motorcyclesbecause of engine power, fuel efficiency, low cost of ownership,sporty design, credible manufacturer and after sales service, and abrand promise of being cool on a motorcycle.“Yuppies” Demand.Powerful engine, low fuel consumption, sporty design, lowcost, credible after sales service, quality parts and services.
  7. 7. 3. Smash 115 is competing with other JapaneseBrandsDirect: Honda Wave Dash 110, Honda Wave 100, Yamaha Vega115, Suzuki Raider J Mags 110cIndirect: Cars, Bicycles, MRT, LRT, Jeepneys, and other publictransportcVariables: Engine displacement, price, fuel consumption, overalllooks, brand promise of making you cool on a motorcyclewww.louieruben.blogspot.com
  8. 8. www.louieruben.blogspot.com3b. Smash 115 is at the Low Price High CCcategoryEngine DisplacementPriceLow CC High CCHighPriceLowPriceSuzukiSmash115YamahaVega115HondaDash110SuzukiRaiderJ 11oHondaWave100
  9. 9. www.louieruben.blogspot.comcSmash is not only about fuel efficiency and enginepower, but it also creates a cool image for therider.Functional Benefit SuzukiSmash115SuzukiRaider J110HondaDash110HondaWave110YamahaVega115Fuel EfficientPowerful EngineSporty / Attractive DesignComfortable seatsSpacious under seatcompartmentBright headlightCredible after sales serviceSpare parts availabilityCool image
  10. 10. 4. Smash 115 is not just about engine power andfuel efficiency, it’s Cool.www.louieruben.blogspot.comSmash 115 is the only motorcycle with;• Superb engine performance with low fuel consumption*• Affordable with cutting-edge sporty design*• Will make you cool on a motorcycle*Traditional positioning of motorcycles focuses on affordability andfuel efficiency*from Suzuki Philippines website
  11. 11. 4. Smash 115 positioned as “COOL”www.louieruben.blogspot.comSmash 115: Cool 115*A PRACTICAL COMBINATION OF HIGH POWER AND FUELEFFICIENCY, DETAILED WITH A HIGH QUALITY AND ROBUSTFEATURES***from Smash 115 product brochure**from Suzuki Philippines website
  12. 12. 5. Japanese manufacturers sold 702, 593motorcycles in 2012.www.louieruben.blogspot.comTotal market in 2012 is 702,593.*In 2011, Honda sold more than 300, 000 units of 731,095.***Manila Bulletin Feb 15, 2013- http://mb.com.ph/article.php?aid=667&sid=2&subid=78#.Uaw_DkBgdqU**Interaksyon.com Dec 3, 2012 - http://www.interaksyon.com/motoring/honda-motorcycle-assembler-defers-expansion-on-lower-growth-outlook/
  13. 13. 6a. No particular product arrangement for multi-brand dealers of motorcycles.www.louieruben.blogspot.com
  14. 14. 6b. Smash 115 is powerful, eco-friendly, sporty,and comfortable.www.louieruben.blogspot.comthe ALL-NEW Smash 115’s smooth riding experience and easyownership is the powerful 4-stroke 115cc engine combiningaccessible, responsive power with excellent fuel efficiency.It gives high regard on the environment with eco-friendly featuresuch as the Pulse Secondary Air Injection System (PAIR) whichinjects fresh air to help ignite unburned gases in the exhaust port.The ALL-NEW Smash 115 has a GSX-R inspired body designdetailed with high quality and robust featuresThe slim and compact chassis with Diamond-Type frame wasdeveloped to achieve ease of use, suitable for everyday family use.*from Suzuki Philippines website
  15. 15. 6b. Smash 115 will make you “Cool” on amotorcycle.www.louieruben.blogspot.comAvailable in 3 colors and 2 wheel types;*from Suzuki Philippines website
  16. 16. 7. Smash 115 is the highest priced motorcycle inits category.www.louieruben.blogspot.com110cc100cc115cc45k 50k 55k 60k 65kSmash 115Mags- 60,9000Smash 115Spoke- 53,9000Suzuki Raider J110 60,9000Honda Wave100 - 53,700Honda Dash110 - 62,200Yamaha Vega115-52,900PRICEEnginePower*Inside Racing Magazine. Vol.11 No. 3 2013
  17. 17. 7. Suzuki Smash 115-Spoke is priced 15% lowercompared to Honda Wave 110.www.louieruben.blogspot.comModel Price Engine (CC) Price/ccSuzuki Smash 115-Mags 60,900 112.7 540.37Suzuki Smash 115-Spoke 53,900 112.7 478.26Suzuki Raider J 60,900 109.7 555.15Honda Wave 53,700 97.1 553.04Honda Dash 62,200 110.1 564.94Yamaha Vega 52,900 114 464.04Suzuki is 15% lower priced compared to the market leader,Honda, and 3% higher priced compared to Yamaha Vega.*Inside Racing Magazine. Vol.11 No. 3 2013
  18. 18. 8. Smash 115 is heavy on events and salespromotions.www.louieruben.blogspot.comMASS1. Sales Promotion2. Advertising3. Public Relations4. Events and ExperiencesPERSONAL1. Direct Marketing2. Interactive Marketing3. Personal Selling4. Word of Mouth
  19. 19. 8a. Uses Facebook to create venue for interactionand create a buzz.www.louieruben.blogspot.com
  20. 20. 8a. Represented the Philippines in Internationalcompetitions to prove the power of the Smash115.www.louieruben.blogspot.com
  21. 21. 8a. Smash 115 print ads are visible in majormotorcycle magazines in the countrywww.louieruben.blogspot.comMajor motorcycle magazines in the country;• Motorcycle Magazine• Inside Racing• Motorista• Motorcycle WorldOther Magazines;• FHM• Speed• Gadget• C!
  22. 22. 8a. Smash 115 promotions are focused on theneed of first time motorcycle riders.www.louieruben.blogspot.com
  23. 23. 8a. Honda, as the market leader, do after salesoriented promo.www.louieruben.blogspot.com
  24. 24. 8a. Yamaha also tries to be “youthful” in theirapproach and provide the basics for motorcyclebuyerswww.louieruben.blogspot.com
  25. 25. 9a. Smash 115 is available in 1,300+* motorcycledealers nationwidewww.louieruben.blogspot.com*Assumption from 30% (490) dealers are 3s and 70% are multi-brand dealers*from Suzuki Phil, Yamaha Phil, and Honda Phil websites.Challenge for “Place”: Suzuki has the least 3S Shop (Exclusive dealer)with 30 3s Shop, Honda has the most 3s Shop with 357 andYamaha103.**
  26. 26. 10. Smash 115 is about creating a cool imagewww.louieruben.blogspot.comSmash 115’s main strategy is differentiation, with competitorsfocusing on engine power, fuel efficiency, and price, Smash 115 alsopromises to make you cool on a motorcycle. Smash 115 created anexperience or feeling of being cool for the “yuppies”
  27. 27. Summarywww.louieruben.blogspot.com
  28. 28. Smash 115, Cool 115.www.louieruben.blogspot.comSteps 1 to 51. Smash 115 primary target are the “yuppies”2. Who needs comfortable transportation to work.3. Smash 115 is competing with other Japanese Brands4. Smash 115 is not just about engine power and fuel efficiency,it’s Cool.5. Japanese manufacturers sold 702, 593 motorcycles in 2012.
  29. 29. Smash 115, is about creating an experience orfeeling of being cool.www.louieruben.blogspot.comSteps 6 to 106. Smash 115 is powerful, eco-friendly, sporty, andcomfortable.7. Suzuki Smash 115-Spoke is priced 15% lower compared toHonda Wave 110.8. Smash 115 is heavy on events and sales promotions.9. Smash 115 is available in 1,300+* motorcycle dealersnationwide.10. Smash 115 is about creating a cool image.
  30. 30. www.louieruben.blogspot.com10 STEPMarketing Plan for Suzuki Smash 115John Louie C. RubenJune 8, 2013

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