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Growth Of Yamaha

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  • 1. Biography of Motorbikes Presented By: Sunny Bakshi
  • 2. What did we do?
    • Studied evolution from Cycle to Bike.
    • Factors affecting the transition (Drivers).
    • Identification of current market scenario in India.
    • Studied the future prospect of this sector in India.
    • Source : vkhattri@amity.edu
  • 3. Evolution
    • 1869: The American Roper steam-powered cycle appeared, driven by a charcoal-fired, twin-cylinder engine.
    • 1885: German inventor Gottlieb Daimler invented petrol-driven single-cylinder bike – a wooden framed machine with the engine in the middle beneath the saddle.
    • 1895: Count Albert de Dion and Georges Bouton revealed a new engine that would begin a new era in motorcycling. The French inventors developed a reliable single cylinder engine that could be fitted to a pedal cycle frame.
    • 1913: The American manufacturer Indian Motorcycle Company was producing over 20,000 bikes a year, making it the largest in the world.
    • 1920s: The British motorcycle The Triumph motorcycle plant in Coventry was building around 30,000 bikes each year and employing around 3000 people.
    • Source : http://www.discoverychannel.co.uk/motorbikes/timeline/
  • 4. Still Evolving..
    • 1950s: The Golden Age of Motorcycles with names such as Triumph, Royal Enfield, Norton and Matchless reaching iconic status.
    • 1960s: Japanese machines rose to dominate the market for many years to come viz. Honda, Yamaha.
    • 1970s: Yamaha gives good competition to Harley Davidson of USA.
    • 2000s: Motorcycles became more than just transport. A growing number of enthusiasts help revitalize the industry and bikes were being developed for fun and function. Viz., Suzuki’s 200mph Hayabusa.
    • Source : http://www.discoverychannel.co.uk/motorbikes/timeline/
    • Source : http://www.discoverychannel.co.uk/motorbikes/timeline/
  • 5. Species
    • Source: http://en.wikipedia.org/wiki/Types_of_motorcycle
  • 6. Street Motorcycles
  • 7. Off Road Motorcycle
    • Off road motorcycles , also known as dirt bikes , designed and specialized for specific functions.
    • Often specialized for a variety of off road motorcycle sports, notably rallies, motor cross. Trials, Track racing, etc
    • For off road use they typically, when compared to road going motorcycles, have:
      • Light weight, small engines
      • Long suspension travel and high ground clearance
      • Simple, rugged construction with little bodywork and no fairing
      • Large wheels with knobby tires, often clamped to the rim with rim-locks
  • 8. Dual – Sport Motorcycle
    • Dual-sport motorcycles are compromise between off-road and on-road capability, can be sub divided as:
      • Adventure-touring : machines are large capacity road machines intended for touring like road tourers
      • Enduro : motorcycles are road-legal versions of a motocross machine, featuring high ground clearance and copious suspension with minimal creature comforts
      • Supermoto : motorcycles evolved from motocross and enduro machines (typically 450 cc to 610 cc and more)
    • Specialty motorcycles : designed for a specific purpose and are unlikely to be encountered by the typical consumer,
      • Farm bike: adaptations of trail bikes were first used by dairy farmers
      • Derny: a specialized type of motorcycle that is designed and built for use in track cycling events
    • Concept bikes: one-off motorcycles built as prototypes.
  • 9. Finally Our Topic: PLC
    • Definition: A marketing theory in which products or brands follow a sequence of stages including : introduction, growth, maturity, and sales decline.
    • Sources:
    • http://marketing.about.com/od/marketingglossary/g/prodlifedef.htm
    • http://samueljscott.files.wordpress.com/2007/09/product-life-cycle.png
  • 10. PLC For Bike Industry in Indian Market 1995-2000,Bajaj CD-100 Launched,High Oil Prices need for fuel efficent bikes Market In Growth Phase –Robust Growth of 12-15% Transition only from Introduction to Growth Phase
  • 11. Driving Factors Changing Perception of Consumer bikes as style icons Growing working population. Fast paced urbanisation Govt.Policies facilitating Growth Increase in Purchasing Power in Rural Sector Saturation in the Developed nations making India the 2 nd Largest Market http://www.surfindia.com/automobile/industry-growth.html
  • 12. PLC of Yamaha R series Became popular with Market Share attained by the Company of 7.5% Saturation point of R series RD-250 launched in 1986(Introductory Phase) 2-stroke to 4 Stroke,Govt.Mkt Policy set back for Company Current Market share -2.6%,Innovation Carried out, R15 launched
  • 13. Share in the pie!
    • Hero honda-57.4%
    • Bajaj-25.4%
    • TVS-8.6%
    • Yamaha-3%
    • Others-5.6%
    Source: http://www.livemint.com/Google_Search.aspx?qs=bike%20industry%20major%20players
  • 14. When we went Biking…
  • 15. Two Stroke goes Four!
    • Dealers Speak
    • Two stroke gets outdated due to inefficient fuel consumption.
    • Two stoke banned due to pollution issues.
    • Yamaha loses market share to Hero Honda.
    • Yamaha Speaks
    • Sole reason of ban: Pollution control.
    • Tried to follow markets with fuel efficient & low powered bikes and failed.
    • Decided to follow their strength: Style and Power.
  • 16. Features & Fashion
    • Dealers Speak
    • The Office goers of today demand looks of a sports bike with economy and mileage.
    • New features like:
        • Disk brakes.
        • Alloy wheels.
        • Digital display meter.
        • Multi reflector head light.
        • Fiber cover body.
        • Tubeless tyre.
    • Yamaha Speaks
    • Differentiation is the name of the game!
    • Today’s youth compelled by The West.
    • Fuel efficiency with power and design.
  • 17. The Government Hand
    • Dealers Speak
    • Growth hindered by lack of infrastructure.
    • Premium bike parts if imported is taxed heavily.
    • Manufacturing is not possible in India currently.
    • Yamaha Speaks
    • Central Sales Tax decreased by 4% in past three years.
    • Customer inclination towards powerful bikes backed by improving infrastructure.
    • Reduction is excise duty from 24% in 2005 to 12 % in 2007
    • More stringent Pollution control norms
  • 18. Study of Indian Consumer Behavior
    • Dealers Speak
    • Seen as an economic mode of transport.
    • Mileage has more takers than power.
    • Only youngsters go for power and looks exclusively.
    • Yamaha Speaks
    • CBU worth 10.5 Lacs estimated at selling 24 units/annum.
    • Actual sale : 100 units/annum.
    • Shows Indian market’s appetite for premium and luxury bikes.
  • 19. What else did we learn?
    • Biggest Driving Factor: Yet untapped rural market, where income has increased after globalization.
    • Market Potential & Expectation: 12-15% growth
    • Recession:
    • - Most hit segment: Working Class. Thus, sales in urban areas dipped.
    • - Least hit market: Rural Market.
  • 20. Thus...
    • Reasons for expected growth:
    • Reduction in Excise duty.
    • Advancement in technology.
    • Growth of infrastructure.
    • Increase in disposable income of an average Indian.
    • A new segment of premium bike lovers has evolved.
  • 21. Where did we get all this?
    • Company : Yamaha, Greater Noida.
    • Dealers:
      • Aditi TVS, Noida.
      • Yamaha, Noida.
      • Honda, Noida.
      • Dewaan Bajaj, Gurgaon.
      • Bajaj, Noida.
    • http://www.economist.com/specialreports/displaystory.cfm?story_id=12544913
    • http://www.economist.com/search/search.cfm?google_rv=2&cx=001087441947416295956%3Al-gk8r9zm4i&cof=FORID%3A9&qr=indian+motorcycle+industry&area=1&keywords=1&frommonth=01&fromyear=1997&tomonth=03&toyear=2009&rv=2
    • http://www.livemint.com/2008/02/07133858/Union-Budget-2008----Hero-Hon.html
    • http://www.livemint.com/2008/04/10230139/Twowheelers-drag-total-vehicl.html
    • http://www.livemint.com/2008/11/18121600/No-scope-for-price-cut-in-two.html?d=1
    • http://www.allbusiness.com/motorcycle-industry/3076371-1.html?googlesubtop=motorcycle%20industry&gclid=CLqOkODFrZkCFVMwpAodJ30HKQ
  • 22. T h a n k Y o u !