Steelbird is an Indian helmet manufacturing company founded in 1964 that produces over 45,000 helmets per day across 6 manufacturing hubs. It has a wide range of 51 helmet models priced between INR 772 to INR 13,000 with various features like Bluetooth, ventilation, etc. targeting all customer segments. Steelbird aims to launch 35 new variants in the next quarter priced between INR 859 to INR 13,000. Its main competitors include Vega, Studds, and Aerostar but Steelbird leads in innovation and saw 40% revenue growth last quarter compared to 14-25% for competitors.

1. STEELBIRD – PRICING STRATERGY
Presented By –
• Milind Hali

3.  Founded in 1964 by Mr. Subash Kapoor
 Exports across 50 nations mainly in European countries.
 Manufacturing processes uses advanced technological
standards and also ISI certified
 SBHT has a complete range of 51 Helmet models.
 6 major manufacturing hubs -Baddi (Himachal Pradesh)
 More than 5 offices with 3000 employees and a Rs 1500 crore
turnover.

4.  Accessories – No. of 10 Riding jackets & 15 types of
gloves and smuffs.
 The price range of helmets INR. 772 – INR. 13000
 Each helmet having different and futuristic approach
with increasing prices.
 Some having ultra modern technology of having night
vision visor, Bluetooth speaker etc.
 Some of the most popular brands are Zorro, Adonis, SB
2020, SB 29, Carbon Fibre, Eve, and Cruze.

5. Steel bird SBA-1
• High Impact ABS Material Shell
• Air-passing technology with smoke visor
• Price : Rs 1790/-
Steel bird SBA-2
• Replaceable and washable interior for comfort and
premium look
• Big visor and Bluetooth technology and attractive design
• Price : Rs 2413/-
Steel bird SBA-1 HF
• Bluetooth songs, hands free call, interior changed
• Modern helmet with extra cushioning, ISI standard,
• Price : Rs 2599/-

6. Steel bird Sb2 Chill
• High quality UV resistant Polyurethane paints used for aesthetic
• high impact grade of engineering thermoplastic
• Price : Rs 816/-
Steel bird Sb-37Zon
• Front and back ventilations , heavy abs thermoplastic used
• UV protection visor , full face
• Price: Rs 959/-
Steelbird SB-50Adonis Dot Motorsports
• Different textures, UV protection
• For motorsports, Different colors available , full face
• Price : Rs 1259/-

7.  Steelbird is all set to launch a whopping
35 new variants of its products in the next
quarter. Range to lie between INR 859 and
INR 13,000.

8.  Motive is to cover complete business pyramid
which means mass customer to premium
customer and the pricing will vary from INR
859/- to highest range which is INR 13,000.
 Highest Sales Range - INR 1,200 to INR 1,500.

9. It is necessary that the
marketing manager
decides the objective
of pricing before
actually setting price.
Pricing objectives are
the overall goals that
describe the role of
price in an
organizations long-
range plans.The
objectives help the
marketing manager as
guidelines to develop
marketing strategies.

10. Two types of pricing strategies -
 Pricing at a premium : Premium prices are for
helmet models like SBA 2 , Adonis
 Value Pricing :The pricing is for economical
helmets which have same features as of other
competitors

11.  Vega - Price Range : 1K INR to 4K INR
 Studds – INR. 870 varying from model to model.
 LS 2 Helmets - Price Range : INR 4600 to INR 10,000
 Wrangler – Price Range : INR 600 and end at INR 5000
 Aerostar – Price Range : INR 400 – INR 2000

12.  Vega : It basically deals with the off-roading
type of helmets and economical helmets only
 Studds : Arguably the biggest competitor of
SteelBird but still lags in the innovations.
 Aerostars :This company targets the lower
class of the market

13.  These helmets are tested to withstand a collision at 150kmph
 Expansion - Going to venture there helmets in sports category
too.
 “Never Settle” Attitude - Currently testing products having a
navigation fit
 The brand is associated with 2000 + dealers/ distributors PAN
INDIA and more than 10,000 retailers indirectly

14.  Currently a plant is getting ready in
J&K(India)
 Going to venture in Africa, gulf and South
Asian countries
 Current Market share - 38% and are
targeting for 45% of the market share
BRAND AND MARKET LEADERS IN
INNOVATION OF HELMETS

15.  Last quarter saw a 40% increase in their
revenue whereas its competitors had 14%-
25% increase only.
 They are also investing in the rally car racing
championships for their brand marketing.
 Production - Currently they are making
around 45000 helmets per day i.e. around
1855 helmets per hour

16. Thank You