ADJ Inc.

– SKULLX HELMETS

MARKETING STRATEGIES – PRODUCT, PLACE,

PROMOTION, PRICE

By

ASWIN PRAKASH – 1928503

MATTATHIL DANI BABU – 1928505

JESWIN BENNY – 1928517

Under the Guidance of

PROF. Dr. Kerena Anand

Institute of Management

CHRIST (DEEMED TO BE UNIVERSITY), Bengaluru

10 DECEMBER 2019

CIA 3 – MBA231 – MARKETING MANAGEMENT

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Table of Contents
Introduction: ............................................................................................................................... 3

ADJ Helmets: ............................................................................................................................. 5

4Ps of Marketing ........................................................................................................................ 6

1. Product: ............................................................................................................................... 6

2. Price: ................................................................................................................................... 9

3. Place: ................................................................................................................................ 10

4. Promotion: ........................................................................................................................ 11

STP analysis ............................................................................................................................. 13

Corporate Social Responsibilities: ........................................................................................... 14

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Introduction:
Premium motorcycle manufacturers have observed an increase in the sale of high-end
motorcycles. Emerging Asian economies, such as India and China, that are the largest markets
for two-wheelers, recorded a surge in the sale of premium motorcycles. India, with the largest
motorcycle market, has and is observing a shift in consumer preference toward sportier and
powerful machines. This has led to an increase in the sale of many premium motorcycle
makers, like Triumph, Indian, Harley-Davidson, Ducati, etc. Bike manufacturers are trying to
make the most of this opportunity by introducing more models to attract new customers.

Innovation such as carbon fiber helmet, air-cooled technology in helmets, helmets

with an anti-glare visor, push-button and helmet lock features, increasing number of helmet
manufacturers and safety rules. Moreover, increasing disposable income, increasing
population and growing automobile sector are some of the other factors expected to propel
the demand for bike helmet over the next five years.

India, being the biggest bike market, in the world offers a tremendous open door to
helmet manufacturers as well as similar to makers of bike extras. More than 15 million new
bikes added to the streets consistently make it a gigantic undiscovered industry. As per the
estimates, and in the event that we go with the guidelines, 30 million caps are required each
year making it a Rs 3,000 crore industry. In any case, it's a pity that 85 percent of the market
is as yet sloppy however bit by bit things are evolving.

Since the implementation of the new Motor Vehicles (Amendment) Act, 2019, in
Haryana from September 1, which steeply raised the penalties for traffic violations, the sale of
helmets has almost doubled across Gurugram. However, vendors say they are facing problems
in procuring the helmets as the suppliers are unable to keep up with the sudden surge in the
market demand.

Refuting the rumors of helmet shortage in various cities, President of Two-Wheeler

Helmet Manufacturers Association, Rajeev Kapur said that “the Indian helmet industry is on
fast acceleration mode and have been ramping up the production by over 3 -4 times to meet the
demand of helmets. Post the application of new Motor vehicle act the industry is witnessing an
acute rise in the demand of helmets and we are well prepared to meet the demand”. According
to “India Two-Wheeler Helmet Market By Product Type, By Distribution Channel,
Competition Forecast & Opportunities, 2012-2022”, India's two-wheeler helmet is forecast to

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grow at a CAGR of around 25% through 2022. Market growth is anticipated on account of
rising awareness among consumers for safety coupled with the introduction of advanced safety
features in two-wheeler helmets. Moreover, an increase in sales of luxury or premium two-
wheeler vehicles coupled with rising per capita income is further expected to boost helmet sales
in India during the forecast period.

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 ADJ Helmets:
World-class Safety. Meet Next Generation Tech

ADJ is a tech-based company which started its business with technology devices like
laptop. The introduction of ADJ in the market was with ADJ Demogorgan which was a gaming
laptop priced at a very competitive rate compared to other gaming laptops. The company
launched three of its variants which would compete Asus ROG, Acer Predator and other top
gaming laptops. After gaining a huge success in laptop market ADJ has now planned to enter
into a completely different sector which is growing day by day.

ADJ has finally launched its new product ADJ helmet named Skull-X, a completely tech-based
helmet i.e “A future helmet”. We're riders focused on making a difference. We live to make
transport, urban or otherwise, seamless and safe. Building on our world-class expertise in
carbon fiber, championship motorcycles, urban mobility devices, and safety tech we aim to
transform life on two wheels. The Skull-X is the first motorcycle helmet to integrates a blind
spot camera, a heads-up display, in-helmet turn-by-turn navigation, stereo audio, and voice
controls. Building helmets with new technology and innovation and with all the safety
measures is one of the main motives of ADJ helmets.

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4Ps of Marketing
1. Product:

Skull-x is a smart helmet by ADJ with some tech features inbuilt in it, as technology is
having a share in all the products. Smart helmets are gaining popularity in various sports events
as well as by bike riders across the globe. The helmet can be connected to the internet to
perform a wide range of functions such as traffic monitoring, GPS guidelines. Skull-x contains
a flexible inner layer which becomes hard during an accidental situation along with this the
device is designed to provide complete safety measures which include sending an emergency
message to friends and family in critical situations with a single press.
One of the most important feature of Skull-x is a 180-degree camera, this is the biggest
and the most important value-added feature of Skull-x. This feature is to save accidents while
the riders are using side mirrors, so instead of using the mirror, the 180-degree camera will
help the rider to get a full view of the backside so that the chances of an accident is being saved.

Other important features of Skull-x are as follows:

1. Heads up Display: The helmet has a heads-up display at the right corner. The HUB is
adjustable in different heights and different angles providing a comfortable view of the
details of the rearview camera, navigation details, calls details and various other
features.

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2. Smartphone Integration: ADJ Helmets is compatible with android and iOS with integrated
navigation with the mobile phone allowing the user to have a hands-free driving experience to
the riders. The riders can answer a call with voice command.

3. Over Speed indication: Helmet is connected to the bike so when the bike is going at a
higher speed then there is a red dot indication showing the over speed so that the riders' life is
safe.
4. Voice command GPS integration: The HUB has navigation intergraded into the display
allowing the user to see the direction. The helmet also has voice promote with the helmet with
further make the navigation more easier for the rider.

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5. Comfortable Cushioning: Tiredness and fatigue is the major problem faced by any rider
once when they go for rides this is due to hard cushioning, this problem is resolved with
comfortable cushioning.

6. Reflector: ADJ Helmet visor is a smart visor that turns tined during the day time and
prevents the suns light from affecting the riders' drive and the helmet turns transparent and sees
through during the night helping the rider have a smooth ride. Anti-fog visor prevents the visor
from getting clouded by the rider

7. Carbon fiber body: The helmet is fully made of carbon fiber which is not only strong but
also lightweight. This reduces the weight load on the user by 30% when compared to the other
conventional helmets out in the markets.

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These features are attracting the consumer’s interest towards the adoption of smart helmet
technology, the product is designed to provide security, safety and comfort journeys to the
rider.

2. Price:

The pricing of any product is extremely complex and intense as it is a result of a number
of calculations, research work, risk-taking ability and understanding of the market and the
consumers. The management of the company considers everything before they price a product,
this everything includes the segment of the product, the ability of a consumer to pay for the
products, the conditions of the market, action of the competitor, the production and the raw
material cost or you can say the cost of manufacturing, and of course the margin or the profit
margins. This strategy comprises of one of the most significant ingredients of the mix of
marketing as it is focused on generating and increasing the revenue for an organization, which
ultimately becomes profit-making for the company.

Gone is the time when people used to go for a ride with a 100cc bike. The demand for
sports bike is increasing Indian roads are flooded with KTM’s and Royal Enfield’s, every youth
during their studies purchases a bike and these young generation is mostly into top brands with

a minimum 350 cc bike. Consumers purchasing a Harley Davidson gets a helmet with the bike
itself but they tend to buy a safe branded helmet and tend to give the company provided a
helmet to a pillion rider. So understanding this market we’ve decided to price the product based
on the market competitors.

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The price fixed for ADJ Skull-x is Rs 25000 for the base variant.
The pricing strategy of the growth and maturity stage of the product lifecycle will be
combined. This stage is considered the official product launch period. Assuming the product is
consistently selling in the market, Skull-x will engage in a penetration strategy and lower the
price to Rs 25000. Since the target customers of Skull-X value high-quality products at an
affordable price, lowering the price will encourage loyalty and increase market share.
ADJ Helmets follow a skimming pricing strategy as it is catering to a niche segment
with innovative technology and providing safety for professional bikers. ADJ helmets are
targeting the elite class who are the owners of high powered motorcycle, vlogers, travelers,
etc., by following the skimming pricing strategy by selling products at a higher price. E-markets
such as Amazon could potentially have a discounted price at their discretion during
promotional periods. No other competitors sells helmet at this cheaper rate and provide so much
of features

3. Place:

Place is an important marketing element in ADJ’s marketing strategies. It is essential to set up

the right channel of distribution and collaboration with the right dealers to sell ADJ’s SkullX
helmets.

ADJ Inc is partnering with “Dainese’ Italian

manufacture of protective equipment and technical
gear for various kinds of sports including
motorcycling, mountain biking, winter sports and
horse-riding. Dainese is well renowned in the field of
motorcycling and known for the quality and safety
equipments.

Establishing tie-ups with high-end bike dealership is another strategy related placing that ADJ
Inc is focusing on. As the pricing of the helmet is premium, ADJ Inc. is selling our helmets
through the bike and helmet dealers which are renowned to sell premium merchandise and
biking gears. It is essential that they also have an online presence in order to reach out to their
online communities as well. Motorbiking is not just a hobby for many and there are dedicated
clubs, groups, gangs and communities offline as well as online where all the latest updates of
the auto industry are shared. These clubs conduct their rides on a weekly or monthly basis.
There should be advertisements and event that are sponsored by ADJ Inc. during these meetups

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in order to increase awareness and create brand recognition, This placing strategy is used to get
to the actual customers as well as the potential customers who might be interested in buying
the product.

Bangalore is known for its biking race tracks where there are races happening on a regular basis
and all the racing enthusiasts meet up to encourage the sport. There is a huge potential for
endorsement as well as a huge fan base for these events. This also will help is creating a brand
reputation and marketing the latest helmets from ADJ Inc.

4. Promotion:

Promotions are mainly done by the

brands to let the customers know that they
have launched their product and to let the
customers know the features of the product.
There are various modes which a company can use like TV advertisements, newspaper
advertisements or even social media advertisements. Promotional goals include creating
awareness, getting people to try products, providing information, retaining loyal customers,
increasing the use of products, and identifying potential customers, as well as teaching potential
service clients what is needed to “co-create” the services provided.

ADJ is planning to promote its product in different ways:

1. Advertising using automobile magazines- It is a mentality of the customer to see the
reviews or others' opinion especially experts' opinions before buying electronics, automobile
or any other costly things. There are various automobile magazines like Autoweek, Topgear,
Autocar which provides the customers with specs or features of automobile-related products.
So the sales of this kind of magazines are increasing, so promoting Skull-x will let the
Consumers know about the product. Magazines are created to target niche audiences depending
upon the topic or theme. This means advertisements within each spread are relevant to the
content of the magazine. This guarantees your advertisements will be in front of a target
audience that cares about products like yours since the reader considers the magazine’s content
important.

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2. Promoting products in race events: Riders are usually crazy about meetups with other
bikers, this meetup let them socialize and know people with their same craze. There are various
events for bike lovers like race events, India bike week, Rider mania, KTM orange day. We’ll
use this type of event to promote our products. For example, India bike week is the largest
bikers meet up which usually happens in November, December every year, there are various
riders who showcase their custom bikes, custom helmets etc. So we’ve planned to showcase
our product in events like those so that the target customers know about the product.

3. Advertisement using social media websites and some other commercial sources- Social
media is other sources that we’re looking off for promoting our product, Social media usage of
people are increasing, so it is one of the cheapest and easiest source of promoting a product.
Creating a business account in social media websites like Instagram or Facebook will let us
promote products and we just have to pay for the like that we get, Social media promotion is
one of the cheapest ways to promote a product. And the main promotional strategy is a TV
advertisement we have created an advertisement which is to be shown on the TV.

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STP analysis
Segmentation:
On the basis of type, the global bike helmet market is segmented into MTB helmets,
road helmets, and sport helmets. Application-wise, the market is segmented into commuter and
recreation and sports games. Out of these, the commuter and recreation segment is expected to
lead the global bike helmet market as the commuters form the biggest consumer base. Strict
road safety policies are expected to drive the sales of bike helmets amongst everyday
commuters using bikes.
In terms of geography, the global bike helmet market is segmented into North America,
Europe, China, Japan, India, Southeast Asia, and the Rest of the World. Out of these, China
and India are expected to lead the global market for bike helmets as they boast a huge number
of riders. The increasing sales of two-wheelers, especially across the Asia Pacific, is expected
to be favorable for the regional market.

Targeting:
The target customers are basically riders who basically go for long rides. Especially
consumers who prefer to buy a bike which costs more than 4 lakhs, for example, riders who
own Harley Davidson, Triumph, Ducati. This is because of their tendency to buy a helmet even
though they get a branded helmet from the bike company. For example, when consumer
purchases a triumph bike, they get triumph helmet together with bike, but consumer tend to
buy a branded helmet without even considering the cost of the helmet and they give the
company helmet to pillion rider. So our target consumer is basically people from the age group
of 22-35. Because this is the age when a person usually has the craze to go for rides and trips
on the bike

Positioning;
We’re positioning our product as a tech-based budget helmet, this is because no brand
in the market provides such a product to the consumers, all the competitor's product price is
more than lakh for such type of helmet. Pricing has always been a success factor for ADJ, we
provide a good quality tech product to the consumers. Considering the price of the product our
positioning in the market would be a budget branded helmet.

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Corporate Social Responsibilities:
ADJ Inc has launched a campaign, partnering with
Bengaluru City Police. This campaign is to raise awareness
about the importance of waiting for a helmet. As the
number of motorbike accidents due to not wearing a helmet
has increased over the years, it is crucial to spread
awareness about this issue. As part of the corporate social
responsibility program of the company, there were drives,
rallies, posters to raise awareness.

ADJ Inc is also partnering with various colleges and their

respective CSR clubs to raise awareness among the
students.

Few of the Slogan that were used as part of the campaign are:

 Helmet saves lives!

 Hemet is costly but the brain is priceless!
 Keep calm & wear your helmet!
 Helmet Spares lives!
 No helmet No Rides!
 No excuses wear a helmet.
 Safety First. Helmet First.
 Always care, Always wear a helmet.

The CSR initiative might help the company to raise the brand awareness in the new market.
This may also help in improving the brand reputation, making it a great marketing strategy to
adopt in a rider-friendly city like Bengaluru.

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