Name: Hemant Gupta

IIMA Id: SMPBL0419039

Motorcycle sales in India skyrocketed over the past few years, making the country the biggest
motorcycle market in the World overtaking China since the 2016 and achieving a record volume of
22.4 million units (including commercial three-wheeler) in the 2018.

Starting from the last quarter 2018 the market is showing a downward trend and with the last,
thirteenth consecutive month of fall are counted.

To select a target market and determining the desired positioning we need to analyse 5 C’s
approach:

• Customer need: What needs we will be supplying to customer with respect to motorbike. Is
it price, mileage, pickup, look or combination of these?

• Company Skill: Do company has competence to meet those needs, identified above.

• Competition: Who are the competitors of ours for meeting these customer needs.

• Collaborators: Who should we enlist to help us and how do we motivate them. E.g.
Distributors, employees etc. and what are the various scheme of discount, incentive etc.

• Context: What cultural, technological and legal factor limit what is possible? E.g. what are
the government regulation, is it more friendly or is it more regulated

By analysing these question we will be able to identify the target market and able to positioning the
brand.

Key Drivers of brand perception motorcycles in electric category

• Government target of 90% electric motor cycle by 2025

• Go green and save environment initiative
• Appearance (e.g. Macho, Dhoom, etc.)
• Fuel efficiency
• Prize, top speed and power vs current nonelectric motorcycle segment
• Availability of fast charging points
 Brand Prism

Light weight, Young by look,

economical, future of bike
Less noisy
Physique Persona

Individualism, modern
Relationship Culture
Smart and
connected

User Image Self Image

Advance
Electronic bike,
technology
environment
friendly

Brand Position statements

➢ Be part of ‘Save environment’: Emotional appeal to target customer help to create the
demand among the customers who are very much concern about the environment.

➢ Low maintenance: One of the key characteristics of electronics motorbike is ‘low

maintenance’ as compared to Pulsur and Apache which help in compensate against the price
customer pay while purchasing the electronic bike.

➢ ‘Ek baar charge karo pure din chalo’ (once charge and you can drive full day): Once charge
in a day for 30 minutes (fast charging) bike can run for 180 KMS.

➢ Best Acceleration: 80 kmph in 0-60 seconds which help in bridging the gap of top speed vs
pulsar and apache.

➢ Value for Money: Price offered at Rs 1.5 lacs which is at par or lower than the patrol bike in
this segment.

➢ Most efficient bike: Lowest in per kms cost which helps in targeting middle class and young
people.
 ➢ Ahead of the curve: With the technology advancement and new regulation, this bike is
perfect and future ready at low cost.

➢ Macho Bike: With the macho look of Bike to attract the young people.

A story board: Name of Bike is “Next”

Next

“The future of India”

Objective of narrative:

• Bike is future ready with advance technology.

• Eco friendly which helps to save the environment and built the future.