This document provides information about Yamaha Motors Corporation and their R15 premium bike model in India. Some key points: - Yamaha is a Japanese company founded in 1887 that is a leading motorcycle manufacturer worldwide. - The R15 model has won several awards and ranks highly in sales for Yamaha in India. - A SWOT and PESTLE analysis finds Yamaha's strengths are its brand image and performance, while weaknesses include less promotion and rural market penetration. - Market research was conducted including surveys of customers and dealerships, finding the R15 has loyal buyers primarily aged 20-30 years old. - Yamaha plans to continue improving the R15 and increasing sales, especially during festivals, while

1. MARKETING MANAGEMENT
STUDY OF MARKETING
ANALYSIS OF THE R15
PREMIUM BIKE FROM
YAMAHA INDIA
GROUP 8

2. ABOUT YAMAHA…
• A JAPANESE COMPANY FOUNDED IN 1887
BY TORAKUSU YAMAHA.
• STARTED YAMAHA MOTORS
CORPORATION IN 1955 LED BY GENICHI
KAWAKAMI
• FIRST PRODUCT WAS YA-1
• ITS BIKE SALE IS SECOND LARGEST IN
WORLD
• HEADQUARTER IS IN SHIZOUKA, JAPAN
• COMPANY’s SLOGAN “REVS YOUR HEART”

3. AWARDS:
• YZF-R15 AND FZ/FZS RANKED FIRST IN
THE PREMIUM AND UPPER EXECUTIVE
MOTORCYCLES SEGMENTS,
RESPECTIVELY.
• BIKE OF THE YEAR; BY BIKE INDIA
AWARDS 2012 FOR R15 VERSION 2.0.
• YAMAHA R15 V3 RECENTLY GOT THE
INDIA DESIGN MARK AWARD, MAKING IT
THE SECOND R15 VARIANT IN THE LAST
DECADE TO HAVE THIS PRESTIGIOUS
MOMENT IN THE INDIAN MARKET.
• NDTV CAR & BIKE AWARDS 2016:
MOTORCYCLE OF THE YEAR UP TO 500CC
• INDIA SUPERBIKE AWARDS 2015: BIKE OF
THE YEAR IN ENTRY SPORT CATEGORY
• TWO-WHEELER MANUFACTURER OF THE
YEAR" AT THE NDTV CAR &
BIKE AWARDS 2012

4. MARKET
SHARE OF
YAMAHA
MOTORS

5. YAHAMA PRODUCTS:
• MOTORCYCLES
• SPORTS BIKE
• SCOOTERS
• ELECTRIC BICYCLES
• GOLF CARS
• POWERBOATS
• SAIL BOATS
• AUTOMOBILE
ENGINES

6. VISION SET BY
THE
COMPANY
Establishing ‘YAMAHA’ as the
“exclusive and trusted brand” of
customers by “creating kando”
(touching their hearts)

7. OBJECTIVES AND AIM OF THIS
PROJECT
• We decided on the Yamaha R15 model for our
project and wanted to visit the manufacturing plant
as well as two dealerships to further get data for our
analysis of Yamaha and the R15 model
• We prepared a questionnaire for both the HR’s and
the dealership manager’s and we wanted to get their
perspective on things and their satisfaction and
opinions on the R15’s performance in the market
• We also made a survey for about 18 customers about
their bike preferences and their opinions on Yamaha

8. SWOT ANALYSIS OF YAMAHA BRAND
Strengths
•Strong brand image
•Consistent performance and excellent
global presence
•Trend setter
•Leading in terms of design and features
•After sales service is good
Weaknesses
Low promotional activities(relatively)
Less respondent to competition
Lack of penetration in rural markets
Spare parts and services not easy to find

9. Opportunities
Lot of potential in electric and hybrid
vehicle segment
Plans to launch more affordable versions
of bikes
Large fan following for R15 leading to
long lasting appeal
Plans to increase production by
expanding Chennai manufacturing unit
Threats
Rise in fuel prices
Rise in New competition duE to 100%
allowances for FDI
Environmental regulation leading to
changes in manufacturing process
Liquidity crunch due to ongoing
economic slowdown

10. PORTER’S FIVE FORCE MODEL
BARGAINING POWER OF SUPPLIER : LOW
• High Geographical spread
• High numbers
• Increased need for quality
BARGAINING POWER OF BUYERS: INCREASING
• Price
• Marketing
• Marketing size
• Size of competition

11. PORTER’S FIVE FORCE MODEL CONT
THREATS FROM NEW ENTRANTS: LOW
• No major threat for existing brand
• High level of investment required
• Several barriers are present which minimizes threat from new brand
•
RIVALRY BETWEEN COMPETING BRANDS: HIGH
• As each brand is focusing on quality, technology, customer convenience and pricing
• YAMAHA overcomes this threat through brand image, focus on technology, customer service and
skilled human resources.
• It had developed its image by investing in social projects

12. PORTER’S FIVE FORCE MODEL CONT
THREAT OF SUBSTITUTES: INCREASING
•Number of brands making small cars have
increased
•Electric vehicles
•Public transport

13. PESTLE ANALYSIS
• POLITICAL
Government has allowed 100% FDI in automobile reason
• ECONOMIC
Increase in the number of purchases due to rise in income of Indian middle class
Loans available at low cost EMI
• SOCIAL
Trendy design to attract youngsters and establish as a status symbol
• TECHNOLOGY
Better experience of two wheelers due to advancement in technology.(safety measure, fuel
efficient, etc.)
• LEGAL
Positive impact of GST led to increase in profit margins.
Intense legal proceedings make ensure vehicle safety.
• ENVIRONMENT
Organises various environmental awareness drives and also

14. Marketing Mix of 4Ps

15. PLACE
Yamaha mainly targets the middle-class people who are looking for something
stylish, offering good mileage guarantee and will not break the bank. It also
targets youths who are within the 25-35-year group bracket. Fortunately, the
biggest part of the population today comprises of the middle class, with the
youth age group also taking a great claim of the population.
The company has one of the most excellent advertisements,
branding, global distribution and promotion strategies that
have enabled it to be present in almost all the countries in the
world.

16. PRODUCT
The company is well known for its machinery production, and as a global
leading motorcycle manufacturer. Other than motorcycles, other products
within its product line include four-wheel ATVs. Scooters, racing & golf carts,
leisure & fishing boats, electric hybrid bicycles, robots, electric wheelchairs,
snowmobiles, helicopter drones for use in agricultural spraying, engines and
other machinery.
Yamaha motorcycle product brands include the Yamaha VMAX, the Yamaha
Crux, The Yamaha RI, the Yamaha FZ and lastly, the Yamaha YBR. Other
predominant products in addition to the motorcycles include power sports
equipment, musical instruments, and electronics. It is the largest manufacturer
of pianos in the world and is a major Nikkei 225 constituent.

17. PROMOTION
Yamaha has a very heart touching tagline in the form of “Yes Yamaha;
Touching your heart”. This is one of the aspects of the company’s
promotion mix that have been able to attract a lot of potential customers.
Its dedication to producing competitive products for globally visible
activities such as in motorsports has enabled it to cut and edge for itself.
The World Superbike and the MotoGP are some very popular brands
within these sporting activities thus helping the company in their
promotion mix.
Yamaha is involved in corporate missions where it strives to
ensure that the society is emotionally moved and touched
by its CSR activities.

18. PRICE
Yamaha employs the competitive price strategy on its products. This is not at the
expense of quality. In fact, Yamaha products have the best price to performance ratios in
the world. Product price difference is based on the product’s power and type.
Together with the pricing, some special financing options are offered thus making people
to buy Yamaha.

19. STP for
YAMAHA
SEGMENTATION
• Caters to the market of tier 1 and tier 2
cities and males of the age group of 18-35
years and upper middle-class families.
• It is one of the most innovative and most
stylish bike manufacturer therefore its
youth centric
•Income between 5 lakhs to 10 lakhs
•People who prefer to increase their
standard of living.
•People who prefer expensive bikes and
premium features.

20. TARGETING
• It target customers are the people who
are sporty thrill loving a style
conscious.
•People who have love premium bikes
would be the primary target.
•People who want to love to buy
expensive bikes to increase their
standard of living.
•People who buy vehicles during festivals
and special occasions by giving discounts
and promotions.

21. POSITIONING
• “YES YAHAMA” advertisement, in
which the YES stands for Yamaha
Extended Services which reflects its
growth in other countries
• It has good nation wide services and
can be purchased easily.
• Yamaha is positioned as common
man’s racing bike
• John Abraham is brand ambassador
• The song “Ruk jaana nahin” has been
used to make advertisement more
appealing

22. BRIEF LOOK AT RESULTS FROM OUR SURVEY
females
males
Customer
GENDER AVERAGE MONTHLY INCOME

23. GATHERINGS FROM THE
DEALERSHIP
• The dealer was very satisfied with the sales of the R15
model as it along with the FZ model was the top selling
models they have. He gave us a stat that out of 50 units
sold, 30 comprised of FZ and R15 alone. R15 personally
sold 12-15 models.
• The R15 sold around 20 and 14 in the months of June and
July of 2019.
• He expects this number to rise drastically during the
festival season as customers are more inclined to purchase
at that time.
• The feedback from customers is excellent for this model.

24. CONCLUSION
• As per our report we found that customers of Yamaha were very loyal to the Yamaha brand and had
complete trust in the brand. The primary purchasers of the R15 model were males who were between
the ages of 20-30.
• The monthly income of the customers was varying but was primarily between 25000 to 60000.
• The customers were not hesitant in buying the bike even if there was an increase in the price of the
bike as they trusted the Yamaha brand and would purchase it regardless.
• Majority was super satisfied with the R15 and were preferring it for its design and bought the bike due
to the good word of mouth it gets.
• The dealership manager was super satisfied with the sales of the latest V3 and expected sales to
increase even further in the festival season.
• The people in the Yamaha manufacturing were very proud of their heritage and brand reputation and
were not at all concerned by the competition as they prefer to be the trend setters rather than
followers.

25. RECOMMENDATIONS
• Despite Yamahas stellar reputation in the
industry, it faces tough competition from the
other players namely KTM, Bajaj, Honda etc.
It needs to up its advertisement game as its
lacking in that department when compared.
• The company can release a lower tier model
with its signature attractive design to
compete in that segment and attract
customers
• They can enter the electric segment sooner
than they have planned to become the
industry leader in that segment.
• Availability of all models in all Dealerships

26. FUTURE COURSE OF ACTION
PLANNED BY YAMAHA FOR R15
• Yamaha India has complete faith in the R15 model
and plan to keep updating the design to keep up
with industry trend.
• The latest V3 was well received and Yamaha plan
to improve it even further with V4 with an
improved engine and design.
• They have plans to launch a higher capacity 230cc
model to compete with KTM soon.
• The electric segment will soon start to have a
presence in India and Yamaha plans to take
advantage of the situation by launching electric
versions of its vehicles in the coming years.