Hello Friends, This slide will help you to know about United Motors an Ameican Company who entered the Indian market with joint venture Lohia Motors. And its market segmentation, pricing and how it is establishing itself in automobile mArket with direct competition Royal Enfield

1. UNITED MOTORS BY :
SIDDHARTH SUNDRIYAL

2.  The Indian automobile industry is one of the largest in the world. The industry accounts for 7.1 per
cent of the country's Gross Domestic Product (GDP).
 The Two Wheelers segment with 81 per cent market share is the leader of the Indian Automobile
market owing to a growing middle class and a young population.
 India is also a prominent auto exporter and has strong export growth expectations for the near future.
 In April-March 2016, Two Wheelers registered a growth of 0.97 %.
 The sales of Two Wheelers grew by 8.29 percent during the period April-January 2017.
Source www.ibef.org
SECTOR

3.  UM is a motorcycle brand born in America and was first registered with
the U.S. Trademark and patent office by its founder, the Villegas Family,
in the early 2000’s.
 UM International is headquartered at Miami,USA.
 UM Motorcycles was established in early 2000’s as a result of Mr.
Octavio Villegas Liano’s entrepreneurial vision.
 UM has distributed in over 30 countries with over 1300 sales and service
dealership globally.
UM motors enters in Indian market with 50:50 joint venture with
Lohia motors.
UM has invested Rs.100 cr. in kashipur plant, Uttarakhand.
COMPANY
Source

4. 1) To know which particular cruiser bike have more image in the market.
2) To know which media has the highest outstretch to create maximum awareness regarding
cruiser bikes.
3) To suggest various attributes to improve sales.
4) To study the consumer’s judgments regarding cruiser bikes such as its features like
appearance, mileage, price etc.
5) To analyze the impact of behavioral factors of consumers on choosing particular brand of
cruiser bike.
OBJECTIVES OF THE STUDY

5. PRODUCTS
BURGUNDY OLIVE GREEN BLACK SHINE
RENEGADE COMMANDO

6. PRODUCTS
YOUNG RED BLACK SILVER YOUNG ORANGE
RENEGADE SPORTS
S

7. PITCHING TECHNIQUE
USPs SUMMARY
Present the
bike
Make
customer to
sot on it
Ask about how
it feels
Share
advantages/US
Ps of product
Share benefits
and features
Offer a test
ride
4. Broader sports street tyres with superior
grade rubber for better road grip.
1. Distinct sporty, cruiser style, one of its
kind.
3. Longest wheelbase for best in class
stability and safety.

8. STANDARD WARRANTY AND SERVICE SCHEDULE
 RSA : With every vehicle, RSA is being given to customer for a period of 1 year.
From 2nd year onwards, customer has to renew it.
 UML is covering Standard Warranty for 2 yrs. to our valued customers. Additional 2 yrs.
Warranty as Extended Warranty is introduced under brand name ARMOUR.
 Standard Warranty void within 20,000 KMs or 2 yrs. whichever is earlier.
SERVICE MAINTENANCE SCHEDULE
1st service free After 1 month
2nd service
3rd service
Paid
Free
After 3 month
After 6 month
4th service Paid After 9 month
5th service Free After 12 month
6th service Paid After 15 month
7th service Free After 18 month
8th service Paid After 21 month
9th service Paid After 24 month

9. PRICING STRATEGY
 As a new comer our pricing strategy is to introduce our products in the market at lower prices
so as to create huge demand and to compete with our competitors.
 When we come up in the demand, we will increase our prices for selected colors and will
provide more variants.
 As part of the strategy for Indian market, the company has introduced two models price range
between Rs.1 lakh to Rs.2 lakh.

10. ADVERTISING AND PROMOTIONAL STRATEGY
 Advertising in the print media
to our target audience by using the message showing a bike “Ride it once”.
 We will tie up with PVR cinemas to increase our branding.
 Will we putting stalls in every malls of Dehradun city.
 Will we give our bikes to be use in movies.
 In-film advertising- a brand using the medium of cinema to promote its message. A number of
marketers are now using movies to project the core values of their brands.

12. TDR AND DSR
TECHNICAL DIAGNOSES
REPORT
• It is the report which is made
on customer complain.
• In Pre-build TDR format we
note down the complain & send
it to company.
• After approval from company
we resolve the problem under
warranty.
• TDR include every detail of the
vehicle like chassis no. km
DAILY SALES REPORT
• Made on daily bases in which we
noted down how many enquires
comes, how many bikes booked,
deliver and cancelled.
• Also shown the aggregate of all
during that month.

13. Who we are taking to?
 College student
 A young professional
 Ambitious people
Personality
 Motivated & confident
 updated with the latest trends in technology & innovation
 likes to try new brands which are unique
TARGET GROUP

14. HOW MANY WAYS YOU GENERATE
LEADS
Two types of activities to source new enquiries
Led by You
 Sales activities(showroom walk-ins)
 Exchange Mela
 Test ride
 Referrals
 Road Show & BTL
Led by UML
like TV campaign
Print campaign

15. KEY RESPONSIBILITIES OF SALES CONSULTANT
Meeting sales target
 Enquiry management
 Conduct promotional activities & test rides.
 Demonstrate features & benefits of UML products.
 Up sell and cross sell complementary products.
• Ensure customer care & satisfaction
 Adhere to reporting norms and documentations.
 Adhere to acquisition and fulfillment process.
SAMPLE JOB DESCRIPTION OF SALES CONSULTANT
 Attend to walk in customers & telephonic leads.
 Explain the product & service to the customers.
 Present the product & demonstrate its features.
 Give price/exchange/accessories quote.
 Ensure collection of payments & relevant documents.
 Meet the assigned sales target.
 Attend to customer complaints and ensure their resolutions.
 Report to the store manager.
 Attend training modules as and when scheduled.
 Execute event and activities as briefed by the store manager.

16. POST SALES FOLLW UP- FEEDBACK
Contact within 72 hours and
30 days. Customer are thanked when they send
the feedback card
Register and resolve complaint
if any Ask for referrals

17. Analysis:
From the above bar chart we can say that 96% of the respondents prefer cruiser bike while
4% of them do not prefer.
Interpretation:
It is clear that most of the respondents prefer cruiser bikes to ride.
QUESTIONNAIRE

18. Analysis:
From the above chart we can say that the maximum 44.2% respondents knows Royal
Enfield, 29.4% knows Harley Davidson, 20% knows Bajaj Avenger, 2.6% knows UM, 1.9%
Triumph,1.6% Indian chief and 0.3% Hyosung.
Interpretation:
It is clear that most of the respondents have awareness about Royal Enfield and Harley
Davidson as comparison to UM.

19. Analysis:
The above chart shows that 48% of the respondents goes for look/style and 14% goes for
maintenance cost, 13% goes for budget, 8% goes for speed and mileage, only 3% goes for color
and service.
Interpretation:
It is clear that most of the respondents agrees that look/style plays a major role in purchasing
of bike. And UM bikes are good in look/style.

20. Analysis:
The above chart shows that 58% of the respondents are comfortable with the cost
under Rs 2 lakh and 27% of them are comfortable with cost under 3 lakh .8% of them
comfortable with cost under 4 lakh and 4% of them comfortable with cost under 4 lakh
while only 1% are willing to pay Rs. 5 lakh and above for bike.
Interpretation:
It clearly shows that majority of the respondents are very much interested under cost
Rs. 2 lakh.

21. Analysis:
The above chart shows that 99% of the respondents agrees that service make them
loyal towards the brand.
Interpretation:
It is clear that service makes an important impact in selling.

22. Analysis:
From the above chart it is clear that the maximum i.e. 32.6% of the respondents rated black color
and 21.3% of them rated military green, 16% of them rated red color, 11.3% rated matt black color,
9.4% rated blue color, and 1.9% rated desert color while orange, silver white, yellow has very ratings.
Interpretation:
It is clear there is huge demand for black, red, blue and military green color. Also, matt colors are
more trending among riders.

23. Analysis:
Maximum number of people 45.5% described that they look for comfortable posture, 17% describe
they look for handling, 15.8% said they like the power of the engine, 8.4% said they look for sound
engine while 4% likes to have ABS.
Interpretation:
From the above chart we can say that maximum number of respondents likes comfortable posture
while riding a bike. They are more keen towards the power and sound. Also ground clearance plays

24. Analysis:
The above chart shows that 45% of the respondents like to ride 500cc and 39% likes to ride 350cc
where only 6% likes to ride above 500cc.while the bracket of 250cc and 450cc are comparatively
low.
Interpretation:
It is clear that most of the respondents likes to ride 350cc and 500cc. whereas majority of
respondents like to ride above 500cc.

25. Analysis:
From above chart 53% respondents are not aware about UM bikes.
Whereas 46% are aware about UM bikes.
Interpretation:
It is clear that majority of respondents are not aware about UM which can hinder the sales of
bikes.

26. If, yes then how you come to know?
Analysis:
From the above table the awareness regarding UM motor bikes is more from website i.e. 51,
28 is from holdings, 23 is from references, 27 is from events/display.
Interpretation:
It is clear that majority of the respondents is highly active in electric media. A an online
advertisements plays an major role in spreading the awareness regarding UM bikes.

27. Analysis:
The above chart shows that 60% of the respondents are unaware about the UM variants while
40% are aware about UM variants.
Interpretation:
It clearly shows that majority of the respondents are unaware about UM variants. And also
don’t know about UM bikes.

28. The analysis of the study made on the buying behavior of customer received through questionnaire is that they are more keen
towards the:
• Look/Style
• Sound
• Matt Colors
• ABS
• Comfort
• Rear Disk
• Bigger Engine ≥ 500cc
FINDINGS

29.  Our direct competition is with Royal Enfield.
 Main concerned with the availability of service center. Customer ask for availability of spare parts and service as the company
is new.
 Also matt colors are more in demand, especially black. We can boost up our sale by bringing up models in Matts colors.
 Our sale of Renegade sport s is low as compare to Renegade commando. The main reason is due to the unavailability of black
color in sports s model.
 For having good relationship with customer we should give them complimentary gifts. It is revealed that majority of users are
between 22 to 39 years. From this we can conclude younger generation and middle age are more interested in UM Motors
may be because this is the age where they start earning.
CONTINUED…