Piaggio is a global manufacturer of light commercial vehicles and two-wheelers founded in Italy in 1884. It is the fourth largest producer of scooters and motorcycles, producing over 600,000 vehicles annually across more than 50 countries. Piaggio's main market is the two-wheeler market, which has over 232 million vehicles worldwide. To succeed in India, Piaggio plans to focus on branding, advertising with celebrities, improving dealer management through new technology, and testing models before broad launch.

1. Submitted by : Bhupesh Bindal

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Piaggio is a global player in the manufacturing of
LCV’s and 2-wheelers.
It was founded in 1884 by Rinaldo Piaggio in Italy.
It is the fourth largest producer of scooters and
motorcycles.
Piaggio produces more than 600,000 vehicles
annually, with five research and development
centers, more than 6,700 employees and
operations in over 50 countries.

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Main market for Piaggio is 2-Wheeler market.
This market has 232.3 millions circulating vehicles
worldwide
Three main regions for Piaggio are Europe,
Emerging Asia and the US.
Main Competition from Motorcycles.
Sales Breakdown
(Geographical Units)

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Rating of Piaggio and its main competitors

5. ◦ PIAGGIO (INDIAN MARKET)
 Tie up with LML failed in 1999.
 Re launched scooters in 2012.
 India is the second largest producer of
2 wheeler vehicles.
 100% FDI is applicable in this sector.
 Investments of around 9-10 billion is
expected in next 2-3 yrs.
 commercial vehicle manufacturing
industry is the sixth largest in India,
with an annual production of more than
3.7 million units in 2010.

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Piaggio came up with a new stylish design
for scooters.
Company is more focussed on its brand
value as the price is high (66,000).
In India ,the overall GDP is high but the GDP
per capita is still very low.
Mainly concerned with Urban India.

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Collaboration with new companies.
High Branding of their product.
Advertising by Hollywood Actors like Angelina
Jolie.
Using ERP systems to deal with outlets and
dealers.
Using new Mobile indexing system for
personal account management by using
Spitfire project.

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The mission of Piaggio group is to generate
great value for shareholders, clients and
employees, by creating superior quality
products, services and solutions for urban
needs and evolving lifestyles
They are using their strong brand value and
product line.
Releasing a few test models in the market
before the launch of the actual product would
help in analyzing the market and
understanding the consumers needs and
demands