Team Intruders_Round1_Casessination2020 Team members: 1. Md. Abrar Jahin (Team Leader) 2. Istiyaque Ahmed Ridoy 3. Md. Sabbir Hossain

2. 2

3. 3

4. 4

5. 5

6. 6

7. 7

8. TEAM
INTRUDERS

9. Tk. 165,000 66 kmpl110 cc 100 – 150 cc 45 – 60 kmpl
Average: 53.22
120,000 – 173,000 taka
Average: 122,500 taka
Yamaha
Yamaha Ray-ZR
Others
Hero Maestro Edge
Hero Pleasure
Vespa LX 125
Suzuki Lets
Honda dio
Mahindra Duro DZ
TVS Wego
Meindo M6 150
Haojue Lindy
118.33 cc
COMPETITOR ANALYSIS

10. MARKET SHARE
53%
12%
9%
8%
6%
3%
9%
% Market Share of Motorcycles (2015)
Bajaj TVS Hero Runner Walton Yamaha Other

11. 1. Lack of a strong
female riders
community
2. Social
unacceptance
towards female
riders
3. Lack of role
models
1. Increase in
educated and
employed females
2. Government
putting efforts to
empower women
1. Low number of
actual target
buyers
2. Higher than
average price
3. Pandemic
situation
discourages riding
1. Well-known global
brand
2. Engine supports
with ‘Blue-core
Technology’
3. Light-weight for
easier use
4. Secured storage
space
Strength Weakness Opportunity Threat
PRODUCT ANALYSIS

12. LowHigh
Low High
Level of Interest
Power
Female Customers (18-40
years old), future
generations, analysts and
media
Manage them closely
Create facilities to learn riding
Integrated marketing programmeCreate social awareness to eradicate stigma
Reach them with discounted price
Collaborate with them
Keep them satisfied
Girls under 18,
community, Girls’ clubs
Rural population
Government, NGOs
STAKEHOLDER ANALYSIS

13. Higher safety concerns for female family
members compared to male ones
Bikes are portrayed as transport medium for
male
Common female clothing in the country creates
discomfort while riding a bike
Traditional society views female riders as a
social misfit
PROBLEMS CORE ISSUE - 1
A large portion of female population does not
need to go out of home
Social
Perception of
Women

14. Women feel that their bikes are heavy and
therefore difficult to handle
Most ads in the country features high speed
motorbikes with male characters
Concerns by women about bike regarding:
Risks, maneuverability and height
Lack of prior experience with two wheels like
cycles, creates unknown fear in women
PROBLEMS CORE ISSUE - 2
On the road harassment from social stigma and
less female riders compared to males
Lack of integrated
marketing
communication

15. The BIG Idea
A 2-WAY HOLISTIC
MARKETING STRATEGY
The strategy will continuously address the “social issue” to
create the potential market, as well as, “capture the market”
as it is created

16. Age
Socio economic
class
Can be
High school and
university students,
Business professionals
Geographic location
Upper, upper-middle,
middle and lower-
middle class
Semi- urban and urban18 – 40 years
SEGMENTATION

17. Apathetics Sceptics Luxurious
SEGMENTATION
Need Inspiration and
Information
Want to do good but are
afraid of going against
traditional social view
Disgruntled about
paying more
Consumers or ethical
businesses
Crucial to our strategy
for monitoring
Need Incentivizing
Do not care much about social
stigmas or traditional practices
Largely driven by own interests
Wish to avoid the illegal
Housewives, Concerned business
professionals
Can be made positive
Require Inspection
Highly motivated to buy stylish
and trending products
Willing to buy even if it’s
expensive
Need huge popularity and hype
of the product
A crucial segment our
promotion

18. Fuel efficient for long-term cost
benefits
Stylish outlook for youthful female
customers
A personal transport for women who
want to move freely
POSITIONING
1
3
2

19. • The ad will be shown on occasional basis like Eid
(due to low budget), on popular TV channels
• TV shows that women watch more can be sponsored
TVC
A female rider is shown at first conversing with
her father over phone
Her father got stuck while returning from office,
due to unavailability of buses for some reason
His daughter suggests that she picks her up on her
way from her office
The dad feels proud about his decision to let her
daughter ride a bike, even though he was against it
at first
The ad ends with a message about how bikes
enable women in life

20. ON CAMPUS AWARENESS
Problem Tackled: The fear towards two
wheels by women due inexperience
Suggested Action: Create small bicycle,
bike, or scooter riding facility near
university campuses
Motive: Providing young girls firsthand
experiences of riding a bike. Showing the
ease of controlling Yamaha models.
Target Group: University going female
students, who might need scooters after
graduation

21. • Creating good experience
with two wheels
• Breaking the stereotype
regarding girls riding two
wheels
• Create social support in
the long run
• Provide girls from lesser
urban areas with cycles
• Rural girls who have to go
places for livelihood can
be focused
• Cycles will be provided in
concentrations, so that the
girls do not feel shy about
riding it
AIM ACTIONS
CAMPAIGN
“Start With Cycle”

22. Newspaper & Magazines: Occasional newspaper ads in the front
pages. Popular magazines featuring contents for women can be targeted
Billboards: Not a primary focus, as people do not go often right now.
To be focused once things turn normal.
TV Shows: TV shows that relate to women empowerment and
interests are to be sponsored by the company. Example: Reality shows
Online video contents: Success stories of women are to be
featured in their Facebook page twice in a month. Collaboration with
motorbike review channels on YouTube
OTHER FORMS OF
ADVETISEMENTS

23. Running a Sales Promotion
Including coupon codes
Cart abandonment emails
Incentives for intrusive ads
Implementing Machine learning
extension that displays dynamic
content
Personalizing homepage
Using Email lists (sparingly)
Use sign-up forms on the site and
integrating it with other campaigns
Creating a blog
User-generated content (images,
videos, reviews, blog articles)
Improving site’s speed & reliability
Buying mini webpage inside the E-
commerce platform
Implementing PPC Advertising
Using high-quality images and
product descriptions
E-COMMERCE PLATFORM

24. Engagement
Actively engage with customers
Post content on regular basis
Partner with the customer’s Facebook
pages
Innovation
Use social badges so users can share
sites easily
Cobranding with businesses and
customers
Measurement
Track the revenue generated from
each channel.
Organize interactive events
Structuring
Advertising
Mention top customers in your posts
10 Static and 5 Dynamic ads, other
featured videos
Updating
Keep the official social media pages
updated with new products in the
market
SEO friendly website architecture
Continuous social stigma TVC ads and
contents
Develop an online community that
actively endorses Yamaha
SOCIAL MEDIA MARKETING

25. LOAN
$Total Price
BDT 165000
7.5% Interest
Rate
Financing up
to 70-80% of
the total bike
price value
For 3 years
period
INSTALLMENT
Yamaha ZR Street
Rally
Months Installment
(Tk.)
6 29,300
12 15,400
18 11,100
24 8,900
30 7,500
LOAN & INSTALLMENT FACILITY
SYSTEM
Loan
Management
Software will
be used to
make the
process easier

26. Knee & elbow
protective
gears with belt
feature.
Belts will
allow them to
be worn over
any dresses
PRODUCT BUNDLING
Stylish helmets
with matching
colors for the
motorbike
The accessories
will be given for
free to any female
customer
Aim: By product bundling these protective gears, relation between safety
& riding scooters can be “Psychologically imprinted”

27. TIMELINE
SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG
Bicycle distribution
Billboards
Sales promo on e-com. Platform
Social media promotion
YouTube Channel collaboration
Establishing Loan management
Choosing accessories
EID SEASON
UNIVERSITIES ARE CLOSED
WINTER
OCCASSIONAL
ACTIONS
On-campus awareness
Making TVC
Newspaper ad
Facebook ads
Sponsoring TV shows
Offline campaign

28. BUDGETING
ITEMS QUANTITY AVERAGE COST (BDT) CALCULATION TOTAL (BDT)
Making TVC 1 1,050,000/TVC 1,050,000 x 1 1,050,000
Newspaper ad 3 Newspapers 10,000/day 10,000 x 30 x 3 9,00,000
Facebook page promotion 1 page (Est. reach 1.9K –
5.6K people/day)
200/day 30 x 200 x 6 36,000
Sponsoring TV shows 10 special shows/year
8 ads/show
15,000/ad (30 seconds) 15000 x 8 x 10 1,200,000
Offline campaign ‘Start with
cycle’
1 activation 70,300/activation 70,300 x 1 70,300
Bicycle distribution 100 cycles 6000/cycle 6000 x 100 6,00,000
On-campus awareness 1 trainer 60,000/month 7 x 60,000 4,20,000
Facebook ads 1 ad (covers whole
Bangladesh, age: 18 - 55)
180/day 30 x 180 x 8 43,200
YouTube channel collaboration 1 video/month 8,000/video 4 x 8,000 x 1 32,000
Billboard 2 25,000/month 25,000 x 2 x 6 3,00,000
Establishing Loan management
software
1 21,000 for lifetime 21,000 x 1 21,000
Choosing accessories 1 3500/bike sold 3500 x 85 2,97,500
Sales promo on e-commerce
platforms
1 (Basic Features) 2500/month 2500 x 12 30,000
GRAND TOTAL BDT 5,000,000

29. KPIs
Bi-cycles distributed: 100
People reached on Facebook: 100k+ per
month
Female students reached on campus: 10k
in 7 months
YouTube views: 50k+ per video
MONITORING TECHNIQUE
Look for the right community
to motivate
Adjust number of campuses
according to requirement
Increase video quality for
lower views
Adjust money paid according
to monthly performances

30. 1. Sales generation
2. Creating good
experience with
bikes
3. Financial help to
women willing to buy
bikes
Short
Term
Long
Term
OUTCOMES
1. Breaking stereotypes
and removing social
stigma towards
female bikers
2. Enlarging consumer
size
3. Creating loyal
customer base

31. Present strategy Reviewed strategy
a
CONTINGENCY PLAN
Advertisement focused
on women
Advertisement focused
on product quality
Accessories provided for
suggesting safety
Do not provide them and
minimize cost
Stop arranging social campaigns
and make video contents related
to bike performance
Social campaigns and video
contents to address social
issues
Reason the strategy may fail: Women and society were not much influenced through the initiative
Required change: Shift focus from women to both male and female customer and sell in the larger customer base

32. CONCLUSIONS