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Motorcycle Brand Positioning for foreign markets
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.
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Motorcycle Brand Positioning for foreign markets
- 1.
- 2. Starting point • Sharplydefine what Dominar brand stands for • Create the next phase of equity building for the brand
- 3. Dominar: Evolution ofthe brand
- 4. Starting point: ‘Democratizetouring’ 2017 Dominar - Go Hyper-touring • Launched as the sports touring motorcycle Images form brand Insta feed
- 5. Dominar: Conquered thetoughest 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 westand 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 Holdback? The Task: Create a sharp positioning statement which clearly communicates what brand Dominar stands for
- 8. FOCUSING ON THELATAM MARKET
- 9. Dominar riders 1. Jeffand 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 themotorcycle category in LATAM Motorcycle riding is a part of LATAM culture.
- 12. Commuter Normal jobbers, deliveryboys 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 ridersgo 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 withmoney 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 massivepotential 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 classof 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 wantsto explore his passion. He can go 200kms out of the city to find the best, the nature can offer
- 19. What does DOMINARstand for?
- 20. What does Dominarmean? 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 ofpeople buy Dominar?
- 23. • He isa 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.
- 25. Who am I? Dominaris 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 touringto 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 islike 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.
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- 30. Who am I? Dominaris 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 arestunting 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 yourmotorcycle 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, STARTTOURING
- 34.
- 35. Who am Ifor? 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 LATAMrider, 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 riderwants 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.
- 39. Our next campaigninsights 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 ofthese communication routes Region specific activations to activate the campaign Leverage the existing network of bikers to create influencer led brand campaigns Next steps:
- 41.
- 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. Usedto 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 fromrespondents
- 46. What kind ofpeople 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.
- 48. Very comfortable fortouring: • 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.
Editor's Notes
- #5 Sub-heading: Introduced a new category of touring in the world of motorcycling with a 400Cc motorcycle
- #6 Sub-heading: Brand made a place for itself in the biking subculture by doing the legendary odysseys
- #7 Sub-heading: We have built a loyal community and firm image of a great value for money touring motorcycle among the biking world As we shift our focus on back on the new riders (new customers) we bring in and take them on their first Dominar ride, we would like to build the category of touring for those who have been riding motorcycles but have never looked at it from the touring perspective.
- #8 Sub-heading: Given the breadth of the statement ‘Don’t Hold Back’, From the international market’s perspective, the rider is not able to understand what to expect from the bike from ’Don’t hold back’ the brand is not able to communicate sharply what it stands for.
- #9 Sub-heading: We went to the riders of Mexico and Colombia to understand what they think about Dominar.
- #12 Sub-sub-heading: Given the hilly nature of the cities, high traffic and narrow roads, nearly everyone rides a motorcycle.
- #13 Euromonitor 125-250 Mention why:
- #14 Euromonitor 125-250 Mention why:
- #15 Euromonitor 125-250 Mention why:
- #17 Points to make: They want to explore their passion They want to do something more than just their daily work
- #18 Sub-heading: Concentrated in the cities which started growing exponentially in the recent past and surrounded by unimaginable scenic beauty Mexico: Median age: 28.3 years (50% of males are 27.2 or below 83% pop is urban Majority of youth is just getting on their feet. Most of the youth is building the first generational careers Creating wealth, being the firsts in their families to get respectable degrees and jobs Colombia: Median age: 30 years (50% of males are 29 or below) 80% pop is urban Though majority of population is poor, the youth is free from the past and trying to find its way. There are no rule, the youth is starting to explore their own aspirations
- #19 Does going on motorcycle for 1000 kms fall under his passions? Maybe not.
- #27 Sub-heading: But we have not established what sports touring exactly means Conclusion: Brand communication can leverage this and own the touring category from the LATAM riders’ perspective by showcasing what motorcycle touring means
- #30 Lets see what they want to use their bike for They are average joes we want to give them the outlet or ability to Make him feel arrived and powerful to do what he wants
- #32 Dominar represents an affordable and reliable option to upgrade from a commuter bike to something better Daily commuter as well as the motorcycle hobbyists are average joes who want to achieve more in life. These customers are trying to showcase their achievements and passions through their motorcycles. People are living iwht some limitations
- #38 He is caged doing his work everyday
- #49 Dominar has all the hygiene features of a big bike. the first bike that people buy when they want to experience touring.. before this they have done a few trips.. more like a hobby.. but this bike makes them go touring which gives them the status and the experience a true biker seeks