two wheeler companies ..

1. POSITIONING STRATEGIES
OF TWO WHEELER
INDUSTRY
Prepared by – lokesh

2.  Hero MotoCorp
TVS Motors
Bajaj
Yamaha India
Royal Enfield

3. Yamaha India
Founder: Genichi Kawakami
Major Brands: RAY, Vmax, YZF-R1, FZ1, YZF-R15, Fazer FI, Fazer, FZ-S
FI, FZ FI, FZS, FZ16, SZ-S, SZ-RR Blue Core, SZ-RR, SS125, YBR125,
YBR110, Crux
 Corporate Office: Noida, India
Website: www.yamaha-motor-india.com

4. POSITIONING STRATEGIES
 YES Yamaha Advertisement
YES stands for Yamaha extended services
this advertisement portrays Yamaha as common man’s racing bike
 Celebrity endorsements
 Use of songs for advertisement
“Ruk Jaana Nahin”
has been used as the background score

5. Bajaj
Founder: Jamnalal Bajaj
Major Products: Avenger 220 DTS-i, Pulsar 200 NS, Pulsar 220, Pulsar 180,
Pulsar 150, Pulsar 135 LS Pulsar, New Discover 150 Discover 125 M, Discover
100 M, Discover 100, Platina 100, Ninja 650R, Ninja 300, CT 100
 Corporate Office: Pune, Maharashtra, India
 Website: www.bajajauto.com

6. POSITIONING STRATEGIES
 Discover India with the power of 1 L petrol
positions Bajaj as a fuel efficient bike with a greater mileage
“Discover the undiscovered India”
 Pulsar mania
“Thrill has a new name Pulsar mania”
punch line of “Definitely Male”
positioning pulsar to be a masculine
 Hamara Bajaj
It positions Bajaj as your own bike
It gives the feeling of belongingness therefore playing with the
emotions of the consumers

7. TVS Motors
Founder: T. V. Sundaram Iyengar
Major Brands: Apache Series RTR, Phoenix 125, MAX4R, StaRcity Plus,
Sport, Scooty, Jupiter, Wego
Corporate Office: Mumbai, Maharashtra
Website: www.tvsmotor.com/default.aspx

8. POSITIONING STRATEGIES
 Powerful and stylish
shows that TVS bikes are stylish, powerful, masculine and can be easily
flaunted off amongst peers
Celebrity endorsements
Brand Ambassador- Amitabh Bachchan

TVS positions itself as a bike that is safe,balance and can be easily
maintained.

9. Hero MotoCorp
Founder: Brijmohan Lal Munjal
Major Product : Karizma ZMR, Karizma, Hunk, Achiever, Glamour, Super
Splendor, Passion XPRO, Passion PRO, Splendor Pro Classic, Splendor Pro,
Splendor Plus, HF Deluxe ECO
Corporate Office: New Delhi, India
 Website: www.heromotocorp.com/en-in

10. Market Segmentation
 Wide consumer base
 Segmentation based on income and youth
 Wide range of bikes from 37000 to 95000

11. Target Market
 Its USP are strong, sturdy, greater milage low maintenance, powerful, safe to ride
and and comforts.
 Its target lower middle class to upper middle class customer.
 It affordable ,acceptable & available by all.

12. POSITIONING STRATEGIES
Fill it. Shut it. Forget it Campaign
Campaign focused on the mileage
Desh ki Dhadkan Advertiesment campaign.
Hero bikes as the heart beat of the entire nation uniting everyone
Hum me hai hero campaign
Advertisement tries to prove that we all are born super starts

13. Royal Enfield
 Founder: Dr. Venki Padmanabhan as CEO
 Major Brands: CAFÉ RACER, CONTINENTAL GT, CRUISER, THUNDERBIRD 500,
THUNDERBIRD 350, RETRO STREET, CLASSIC DESERT STORM, CLASSIC BATTLE GREEN,
CLASSIC CHROME, CLASSIC 500, CLASSIC 350, STANDARD STREET, BULLET 500,
BULLET ELECTRA, BULLET 350
 Corporate Office: Chennai, Tamil nadu
 Website: royalenfield.com

14. Market Segmentation
 Middle-class people who want a bike that is stylish and powerful
Target Market
 Middle-class youth from the age bracket of 25-35

15. POSITIONING STRATEGIES
 In Tier 1 & 2 cities it is positioned as a leisurely, adventure, curser
bike.
Metropolitans: Tier 1 &Tier 2 Cities.
 Tier 3 & DH it is a bike which shows your social status is a symbol
of your power in society.
Small Cities: Tier 3 &DH (District Headquarters)