Brand MotorKu Presentation
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- Motorku aims to become the number one used motorcycle brand in Indonesia by obtaining the largest market share. - Its target market segment is mainly middle-to-low income male workers between 20-39 years old seeking affordable and reliable transportation. - To achieve its objectives, Motorku will standardize its reconditioned product quality, expand its dealer network to 89 branches nationwide, implement smart pricing, and conduct standardized above-the-line advertising and promotional campaigns to increase brand awareness, acceptability, and loyalty by 2009.
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- 1. the brand
- 2. current condition BACKGROUND •UB WOM brand image plays significant role in penetrating the market •Increasing level of competition in used motorcycle industries •Potential market demand of used motorcycles (cash & credit) •Customer tendency of having used motorcycles by direct buying (without intermediator) •The past promotion activities are not well suited in bringing the image of Motorku
- 3. current condition OBJECTIVES •To become no. 1 brand in used motorcycle business •To obtain the biggest market share towards UB sale •To increase profit GOALS To be number one in Used Motorcycle business in Indonesia
- 4. segmentation MARKET & TARGET SEGMENT (Largest result) •Economic class : middle - very low •Age : 20 - 39 years old •Occupation : employee, entrepreneur •Expenses : 600,000 - 800,000 (in rupiah) •Gender : male •Needs : working •Expectations : affordable, secure
- 5. the brand “Motorku” Consumer (end user) MITRA HANDAL TERPERCAYA Motor handal dari dealer terpercaya Top of Mind MOTORKU = MOTOR BEKASKU Customer (dealer) “Mitra kredit motor bekas terbaik”
- 6. marketing mix PRODUCT Motorku innovates and creates UB product that will meet customer need; price sensitive, by: Creating Quality Standardized UB Product (Recondition) • Recondition Products • Machine guaranteed for 6 months
- 7. marketing mix PLACE Motorku corporating with independent distributors and supported by more than 89 branches should have wide and large distribution all around the country; Established more standardized outlets in sub urban area Having the enormous number of UB stock, Motorku will ensure that all the needed products are available in every Motorku show rooms, dealers, and intermediaries (AVAILABILITY)
- 8. marketing mix PRICE Used Bike customers are highly price sensitive, therefore Motorku will penetrate the market with good price senses and contribute the largest market share (SMART PRICING) Selected pricing strategy in selected areas for maximizing profit;
- 9. marketing mix PROMOTION Standardized Motorku showroom and outlets (dealers); Standardized Above the Line Advertising & Promotion Material Creating exhibitions and event with mass involvement www.motorku.co.id Used Bike Community; (Asosiasi, UB Club)
- 10. The path Brand Awareness Aprl 08 Brand Acceptability Dec 08 Brand Loyalty 2009 •Dealer showroom standardization •Promotional materials standardization •Print Ad standardization •Icon •Mobile Ad •Key rings •Exhibition: PRJ, etc •Motor touring with Motorku •Free service •Modification competition •Bursa Motor Bulanan (fixed place) •Motorku Club community (member card) •www.motorku.co.id
- 11. Thank you