The document discusses positioning strategies for the Dominar motorcycle brand in Latin America. It provides background on Dominar's history of positioning itself as a sports touring motorcycle and conquering tough roads. Research was conducted with Dominar riders in Latin America to understand how the brand is seen. Three potential communication approaches are proposed: 1) introducing the concept of "touring" as a sport to Latin American riders, 2) positioning Dominar as transforming ordinary riding into a true biking experience through touring, and 3) appealing to riders seeking more from life than a routine job. The next steps discussed are creative executions of these approaches and region-specific activations with influencers.

1. Dominar
Dominar Positioning
16/12/21

2. Starting point
• Sharply define what Dominar brand stands for
• Create the next phase of equity building for the brand

3. Dominar: Evolution of the brand

4. Starting point: ‘Democratize touring’
2017
Dominar
- Go Hyper-touring
• Launched as the sports touring
motorcycle
Images form brand Insta feed

5. Dominar: Conquered the toughest roads on the planet
2017
Dominar
- Go Hyper-touring
• Launched as the sports touring
motorcycle
2018 - 19
Dominar
– Don’t hold back
• Showcased what Dominar can do
Images form brand Insta feed

6. Dominar: where we stand
2020-21
Dominar
• Launched Dominar 250, added in-
built accessories to Dominar 400
• Dominar rides is introduced to give
the taste of touring to new riders
2017
Dominar
- Go Hyper-touring
• Launched as the sports touring
motorcycle
2018 - 19
Dominar
– Don’t hold back
• Showcased what Dominar can do

7. Dominar: Don’t Hold back?
The Task:
Create a sharp positioning statement which clearly communicates
what brand Dominar stands for

8. FOCUSING ON THE LATAM MARKET

9. Dominar riders
1. Jeff and Allen
Owner of biggest bike rental service in Colombia, Owned
Dominar 400 for 3 years
2. Five ride masters from Dominar Rides
(Insights incorporated in the presentation, recordings to be
received)
Non-Dominar riders
1. Samuel
Owner of the Revisto Bitmotos : Motorcycle magazine in
Colombia
2. Rodrigas
Used to own Italika. Now, rides Yamaha R1000 for commute
(60km) everyday
3. Andres Azpilicueta
CDO of Leo Burnett Mexico
Owns Buell XB 12 & KTM XWC 350
47 years old from Spain, migrated to Mexico 8 years ago. 33
years of biking experience
Respondent profiles
7 Dominar riders
5 Motorcycle enthusiasts (Owners of Yamaha, KTM, BMW, Buel, AKT, Itallika)
2 non-riders

10. Dominar riders
NA
Non-Dominar riders
4. Robinson Rojas – Publicis employee – Mexico
Owns Yamaha FZS
Travels to his parents’ town 300 kms every other month on his motorcycle.
Looking for second-hand deals to get his hands on a big bike
5. Glen Short - Youtube docuseries maker
Owns AKT, toured across India, America, Mexico, Colombia, Peru
57 years old – lives in Peru
6. Andrea Rodriguez, Data scientist
Rodrigas’ sister, Drives a car but does not ride a motorcycle
7. Isabel – Mexico
• Does not ride a motorcycle
Respondent profiles
7 Dominar riders
5 Motorcycle enthusiasts (Owners of Yamaha, KTM, BMW, Buel, AKT, Itallika)
2 non-riders
Detailed profiles in the appendix

11. Looking at the motorcycle category in LATAM
Motorcycle riding is a part of LATAM culture.

12. Commuter
Normal jobbers, delivery boys etc.
Average commute distance: 65-85 kms everyday.
Majority of riders commute during weekdays and go for a spin on the weekends
in and around the city
Hobbyist
Young 30-year-old males
who like to have fun on
weekends
70%
125–150Cc Italika or Pulsar 180-250Cc motorcycles

13. New age riders go out of the city once a month for 200+km rides
These are their 2nd motorcycles.
25%
Passionate biker
30–35-year-old males
who are part of new
achiever class of
middle class.
Commuter
Normal jobbers, delivery boys etc.
Average commute distance: 65-85 kms everyday.
Hobbyist
Young 30-year-old males
who like to have fun on
weekends
70%
125–150Cc Italika or Pulsar 180-250Cc motorcycles 300-600Cc motorcycles

14. Old school
biker
Older riders
with money
and status
Old school bikers go on slow touring rides on weekends
They visit the biker bars and luxury restaurants outside the city
5%
25%
Passionate biker
30–35-year-old males
who are part of new
achiever class of
middle class.
Commuter
Normal jobbers, delivery boys etc.
Average commute distance: 65-85 kms everyday.
Hobbyist
Young 30-year-old males
who like to have fun on
weekends
70%
125–150Cc Italika or Pulsar 180-250Cc motorcycles 300-600Cc motorcycles 600+Cc bikes

15. There is massive potential market for riders aspiring to own a bigger bike
Old school
biker
Older riders
with money
and status
5%
25%
Passionate biker
30–35-year-old males
who are part of new
achiever class of
middle class.
Commuter
Normal jobbers, delivery boys etc.
Average commute distance: 65-85 kms everyday.
Hobbyist
Young 30-year-old males
who like to have fun on
weekends
125–150Cc Italika or Pulsar 180-250Cc motorcycles 300-600Cc motorcycles 600+Cc bikes
70%

16. Emerging middle class of LATAM wants to upgrade
The youth wants to show that they have arrived in the society
But they also want to have fun while doing it

17. Majority is urban, emerging middle class and young
Mexico Colombia

18. LATAM rider wants to explore his passion.
He can go 200kms out of the city to find the best, the nature can offer

19. What does DOMINAR stand for?

20. What does Dominar mean? For a Colombian cyclist? Emotionally
speaking?
Samuel:
- Dominar has become synonymous with sports tourism.
Those looking for a fast but one-size-fits-all motorcycle, see
Dominar as an option
Dominar Rides: ride master
• “Riders look at Dominar motorcycle as a value for money purchase.”
“The features you get in the bike are generally the features of a big bike, but the price is very low.”
• “Dominar can do what a BMW can do on the highway.”
“During one of the Dominar rides, we took a big complicated turn on the highways of Mexican mountains, and BMW bikers stopped us to know
how did we do that.”
Consumer speak

21. Jeff - Colombia
• “Cheap, reliable and they have parts availability.”
• "Dominar opens the world of touring because it is a bigger bike, it’s not a
125cc bike.”
• “It is really fast on a highway. I used to do 100kmph in traffic. It is crazy.
Heart pumping experience. I did 140kmph without traffic.”
• “If you are looking to tour, Dominar is good. As long as you stay away from off-
roads, riding this motorcycle is fun. It gets the job done, if you want to go on a
nice trip on weekends.”
Consumer speak

22. What kind of people buy Dominar?

23. • He is a single man. It is not for a couple maybe.
• It is bike for someone that has already has a bike. It is
maybe the second bike.
• You don’t have it just for the city. If you want to go on
the highway out of the city, you need a Dominar.
(Appendix: missed audio, only heard in the full video)
What kind of person, do you think Dominar is made for?
• Someone free spirited. Someone who is passionate
about motorcycles.
• He wants something unique, unconventional and
special.
Rodrigas - Mexico
Consumer speak

24. COMMUNICATION APPROACH 1

25. Who am I?
Dominar is a touring motorcycle
Who am I for?
An unconventional young male who is
looking for a new hobby/passion.
Why buy me?
Very comfortable for touring:
• 400Cc engine, 40hp power, 35NM
torque, in-built touring accessories
and special touring design
Value for money: 15000 MXN Peso
• All the essential big bike features at
lowest price point

26. We introduced touring to the biking culture
But does our rider know about ‘touring’?
LATAM rider is commuting long distances but is not aware of what it feels like
to tour

27. Motorcycle touring is like a sport.
One needs to be disciplined on the road while riding.
One needs to be physically and mentally fit to ride for hours.
One needs to have individual riding skill as well as ability to ride
together with others.
It has all the category codes of a sport.
One needs passion to ride.

28. DOMINAR
introduces
THE SPORT CALLED TOURING

29. COMMUNICATION APPROACH 2

30. Who am I?
Dominar is value for money touring motorcycle
Who am I for?
Young male who wants to show he
has achieved something in life.
Why buy me?
Value for money: 15000 MXN Peso
• All the essential big bike features at
lowest price point
Looks and features of a big bike:
• Great aesthetics and design with in-
built accessories
• 400Cc engine, 40hp power, 35NM
torque

31. LATAM riders are stunting and speeding on highways, commuting long
distances and cutting corners only a big bike can maneuver
They are acting as bikers with commuter bikes
Dominar gives the rider the ability to be a true biker and tour like a true biker

32. Dominar transforms your motorcycle riding into a
true biking experience.
Anyone can ride a motorcycle. Anyone can go on long rides. Anyone can
stunt on the 2 wheels.
But a true motorcycle riding experience changes when one has a better
motorcycle.
The comfort of riding, the ease of manoeuvring and the power of a
superior engine evolves your riding experience into motorcycle touring.

33. DOMINAR
STOP RIDING, START TOURING

34. COMMUNICATION APPROACH 3

35. Who am I for?
Young male who is seeking more from
life than just routine of weekday work.
Who am I?
Dominar is value for money touring motorcycle
Why buy me?
Value for money: 15000 MXN Peso
• All the essential big bike features at
lowest price point
Looks and features of a big bike:
• Great aesthetics and design with in-
built accessories
• 400Cc engine, 40hp power, 35NM
torque

36. For a LATAM rider, motorcycling is
an outlet to let go of his mundane work life
an escape from the crowded city life into the wild
a way to explore his true personalities.
But, when he takes his commuter bike on the highway, he knows it is not good enough.

37. Every motorcycle rider wants to be a biker.
LATAM rider is trying to get out of his daily life on his motorcycle.
Every time he revs his motorcycle, stunts his bike and goes on a long ride; he
tries to feel like a biker.
But without a right motorcycle, one can not become a true biker.
Dominar provides an opportunity to explore his passion and travel outside the
city with fellow bikers.

38. DOMINAR
UNCAGE THE TOURER IN YOU

39. Our next campaign insights
PRODUCT LED RIDER LED
DOMINAR
introduces
THE SPORT CALLED TOURING
DOMINAR
STOP RIDING,
START TOURING
SUMMARY
EXPERIENCE LED
DOMINAR
UNCAGE THE TOURER
IN YOU

40. Creative articulation of these communication routes
Region specific activations to activate the campaign
Leverage the existing network of bikers to create influencer led brand campaigns
Next steps:

41. Appendix

42. Respondent profiles
Jeff & Allen:
• Owner of biggest bike rental service in Colombia,
Owned Dominar 400 for 3 years
• Has written 3 books on motorcycles and maintains
motorcycle blog in Colombia
• Sold the motorcycle last year because of some
technical issues in the engine
Owner of the Revisto Bitmotos : Motorcycle
magazine in Colombia
• Knows a lot about the brand
• Has done multiple long tours in Colombia
• Publishes Motocatalog
• His ex-wife is a Dominar Ambassador and
owns DR250
https://www.facebook.com/revistabimotos/

43. Respondent profiles
Rodrigas
1. Used to own Italika
2. Now, rides Yamaha R1000 for commute (60km)
everyday
3. Does not go on tours ever. But takes his sister on
the bike whenever required
4. Has done 190kmph on the highway once
5. Went on a trip 400kms once outside the city
Andres Azpilicueta
CDO of Leo Burnett Mexico
• 47 years old from Spain, migrated to Mexico 8 years
ago
• 33 years of biking experience
• Owns Buell XB 12 & KTM XWC 350
Previously owned:
• Ducati 1098, Yamaha R1000
• Ducati 750, Yamaha FZR 750, Kawasaki 600
• Few 125 Cc and mopeds

44. Glen short – Peru
• Has toured in India, Mexico, America, Colombia,
Argentina and Peru
• YouTube documentary creator – currently creating
docuseries of his travels
• Has met multiple biking legends and biked on AKT
across LATAM
Isabel – Mexico
• Does not ride a motorcycle
Andrea Rodriguez, Data scientist
• Rodrigas’ sister
• Drives a car but does not ride motorcycle
• Her brother rides Yamaha R1000 and takes her around
the city whenever required.
Respondent profiles
Other respondents:
Robinson Rojas – Publicis employee - Mexico
• Travels to his parents’ town 300 kms every other
month on his motorcycle.
• Average commuter rider
• Looking for second-hand deals to get his hands on a
big bike
Dominar Rides: Ride masters
• 4 ride masters (Insights and quotes incorporated,
waiting for the recordings)

45. Other quotes from respondents

46. What kind of people buy Dominar? What other motorcycles do they consider while buying, besides Dominar?
Especially the same type of customers. (Aventara off the asphalt == adventure off the asphalt)
So, if I want to go on tour and I want a bigger bike and I have
average income. I choose to buy Dominar. Right?
- Correct.
It is all about the price and power with a great design.
- Correct. The price is very competitive

47. Master triangle

48. Very comfortable for touring:
• Big cylinder engine: 400Cc
• High power output: 40hp
• High torque: 35NM
• In-built touring accessories
• Purposive and attractive sports
tourer design
Reliable:
• Parts and service availability
• Bajaj brand equity
Value for money: 15000 MXN Peso
• Along with existing specs: dual ABS
brakes, wider tire and suspension
(RTBs commonly seen in big bikes)
• Owns a commuter bike:
Transitioning from just a commuter bike to a
bigger bike
• Goes on short weekend trips: Likes to
have fun and ride fast
• Looking to go on longer bike rides
(300+kms)
• Unconventional young male exploring for
a new hobby for fun and social life
Dominar is a touring motorcycle
Dominar is value for money reliable motorcycle

49. LET’S TOUR