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JAWA Motorcycles

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JAWA Motorcycles

  1. 1. Brand Analysis of JAWA Motorcycles BY ABHRA BAN
  2. 2. History  JAWA is a motorcycle manufacturer founded in Prague, Czechoslovakia in 1929 by František Janeček,  division of Wanderer  The name JAWA was established by concatenating the first letters of Janeček and Wanderer.  The first model was introduced on October 23, 1929  This was a 500 cc 4-cycle engine with 12 kW of power (18 hp) and fuel consumption of 6 litres per 100 km 2
  3. 3. History  1932 marked the introduction of JAWA 175, with its 3.6 kW engine. This light (70 kg) machine was capable of speeds up to 80 km/h and fuel consumption of 3.5 litres per 100 km  From 1960 to 1999 it introduced various type, models of motorcycles but the famous one are 350cc, 250cc JAWA , later which renames as Yezdi, in India  In 1960, Ideal JAWA sold its stake to Czech company JAWA which changed the brand name to Yezdi under the tagline “Forever Bike Forever Value”  In India, the manufacturing plant for Jawa motorcycles was in Mysore  It operated till 2005 in India 3
  4. 4. JAWA operation  JAWA bikes are now sold in 3 markets  Russia - 350cc, iconic Yezdi 250cc  Czech  America  Was in India , again it is coming under the parent company MAHINDRA & MAHINDRA 4
  5. 5. Problems  Due to rise in 4-stroke engine 2-stroke engine faced tough competition  New norms about air pollution  Less fuel efficiency than 4-stoke engines  High priced products 5
  6. 6. JAWA- Marketing Mix  Product  Ruff and tough all terrain vehicle  Upgraded with new technologies  Ensure that the “vintage” and “macho” look to be there  Place  Market can be divide into 2 segments:  Metropolitans : Tier 1 & 2  Small cities : Tier 3 & 4  Premium Segment  Showrooms – Prime Locations 6
  7. 7. JAWA- Marketing Mix cntd..  Price  Target Premium Segment- Premium prices  Promotion  Print media – MEN’s Magazines, Adventure Magazines  Organize a tour event – fan clubs, bikers community  Merchandising  Film industry 7
  8. 8. JAWA - Segmenting  For Metropolitan  Leisure and Adventurer cruiser bike  For small cities  Social/status symbol 8
  9. 9. JAWA - Targeting  Age group of 25-40 years  In case of metropolitan cities  Working executives  In case of small cities  Powerful and rich 9
  10. 10. Customer insights  People aspire for it  Sense of aura around the brand  Gives feeling of power, authority, independence and pleasure while riding  Bike lasts for longer period, generation to generation, which makes it integral part of their life  Brand awareness and brand royalty is very high  Word of mouth is a reason of high brand equity 10
  11. 11. JAWA Brand Repositioning Youth – Freedom  Value expression  Owners becomes Ego-Defensive  To be looked upon  Vintage appeal 11
  12. 12. Recommendations  Improved sales and service network for giving better experience to customers  Should focus on satisfying the need for respect, power and comfort  Choose a appropriate brand ambassador whose personality matches with the brand  Should tie-up with adventurous brand like Thumps Up or Mountain Dew 12
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