Petrol Heads

Kopal Jaiswal
Sohan Sarangi
 Growth Story 4P Analysis – KTM
Positioning
➢ Superior Technology
Sales Figures ➢ Accessibility to Bajaj’s

Product
➢ Light | Nimble | Fast

Place
extensive network
50000 ➢ Aesthetically Pleasing For the petrol heads, who crave both an
➢ Widespread Service
40000 ➢ Robust | Reliable
Centres Easy Ride and a Need for Speed, the
30000 ➢ Unique
20000 brand KTM or a First Bike, Duke 125 is
10000 a 125 cc superbike with
0 ➢ Orange Day | Tour Performance superseding bikes even

Promotion
➢ Luxury 2-wheeler |Cup | Rides in the 150 cc category. Unlike any other

Price
segment ➢ Strong Digital Media bike it Assures Safety being the only
➢ Mid-Premium pricing presence bike with ABS in its segment at an
➢ Billboards | Magazines
Source: Statista Highest growth in the above 1 lakh Affordable Price and Killer Good
segment in India – Opportunities galore Looks

The Indian Scenario What makes the Duke 125 unique?

Comfort Ride
45,000 Units sold in FY 18-19 Naked Street Fresh, Aggressive
Styling design
Highest selling Sports
bike brand in India Promising Head turning
Reliability good looks
Competitors in the cost and
0 performance segment
Upside down Only bike with ABS
(USD) forks in 125 cc segment
provide better
India is the next production ride comfort
Better Overall
hub for KTM All digital console performance than
Easy Manoeuvrability and 150 cc bikes
high speeds for city and track Ready to Race
 The Risks Segmentation

Right Market? Geographic Metro | Tier 1

➢ Feature heavy 125cc bike does not resonate with the customers looking to buy Age → 18-35
in this segment. Customer is just looking for a barebones bike Income → Middle | High
➢ Mileage is the primary concern for buyers in the 125cc segment Demographic Generation → Y | Z
Social Class → SEC A | SEC B
Pricing Family → Bachelors | Couples w/o children

Retailing at 1.18 lakh ex-showroom when Duke 200 is available at 1.52 lakh poses 2 Personality → Outgoing | Compulsive
issues: Psychographic
Lifestyle → Experiencers
➢ Cannibalisation of Duke 200 sales
➢ Customer opting for a 200cc engine with just 30k difference in price
Benefits Sought → Quality | Speed | Performance
User → First-time | Potential
Behavioural User Rate → Heavy | Medium
The KTM loyalists and
Association

enthusiasts have looked at KTM as Occasions → Regular | Weekends

a power packed beast. They may
find it difficult to align themselves Insights
with the entry level low on power
offering
Female Riders are looking for People are looking for a
options in the mid price range, comfortable ride which is light on
The Competition Bike Power *Price (INR lakh) low power sports bike category pocket, trendy and stylish

➢ The Power figures are very close Yamaha R15 19 PS 1.25

Newbie riders want a mid range People want to get into the KTM
to bikes in the 150-160 cc Pulsar RS200 24 PS 1.40 bike before they graduate to brand but are held back because
category which are retailing at 30k something more powerful of the high entry price
less RTR 180 17 PS 0.95
➢ Availability of bikes with much Young office goers especially People associate displacement &
more power in similar price Duke 125 15 PS 1.18 want a bike which is comfortable price and typically want 200cc
segment engine for 1 lakh + bike
*Ex-showroom Delhi
and powerful for the daily commute
 Target Groups Customer Profiles

The Lady Bikers

Meet Parnika. She has just mastered riding a bike. She is
India female ridership is increasing by the day which now looking to fuel her love for riding by purchasing a bike of
her own. She is looking for something trendy and easy to
presents an exciting opportunity to penetrate an
manoeuvre. Strangely, she finds no bike manufacturer
untapped market with a low power and stylish bike specifically targeting the female category.

The Beginners

Young adults and college students who are He is Ritwik. He has just received his driving license and is
looking to purchase their first bike and want to eager to buy his first bike on his birthday. For him all that
experience the riding culture before graduating to matters is the joy of riding. A bike that would help him make his
something more powerful first experience memorable. Mileage is the least of his
concerns and all he wants is power & performance

The Urban Riders

The people who want the best of both, easy rides in
the city and a racing streak. Great handling, comfort
and unique safety features in the segment make the
offering alluring
Meet Sameer. He is a working professional who travels close
to 45 minutes in public transport on weekdays to reach his
office. He is also a bike enthusiast and rents sports bikes on
weekends to satisfy his racing instincts. He is looking to
purchase a bike which can cater to both his needs.

The KTM Enthusiasts

People who want to be associated with the brand He is Aman. He has been a lifelong admirer of KTM and the
KTM and are looking more for an experience than stylish bikes that the company offers. He is not a rider but
efficiency but were held back because of high entry price. wants to own a KTM of his own. His only concern is the looks
of the bike and the social status that it brings with it. He
The lower price and stylish looks of Duke 125 will
couldn’t purchase one earlier because of budget constraints
cater to such people