Pulakrit Bokalial

PGP 2019-21
 4 Ps
Product Price
• Pricing based on Quality not quantity .
• Variety of motorcycles in different engine segments. • Costs leveraged on the brand name and High end
• Products perceived as high end performance quality motorcycles
motorcycles. • Pricing done with respect to competitors products
• Caters to different segments of customers , from in each segment
Speedsters to Cruisers to modern classics.

Place Promotion
• Launch events organized aimed to impress Motorcycle
• Dedicated Triumph motorcycles dealers across the
enthusiasts.
world
• Showcasing prototypes and New variants at popular Bike
• Showcasing in Malls, where customers can book on
Expos.
point.
• Tie ups with popular YouTube Bike channels and magazines to
• Tie ups with multi brand motorcycles showrooms.
review our latest products and promote it.
• Featuring exciting flagship motorcycles in popular films.
 Segmentation

f Geographic Demographic Psychographic Behavioural

• Europe • Age groups : • First time users of 800cc
• North America • Daily commuters
18-24 plus bikes • Power Users : Choppers
• South Asia : Indian 24-30 • Veterans or Cruiser
subcontinent and Cruisers
30+ enthusiasts • Sports Bike enthusiasts :
• South America • Different segments for • Street Racing enthusiasts.
• East Asia Speedsters and
Males and females . • Professional Track racers Roadsters
• Ethnic segments :Indian • Adventure Bike users :
, Caucasian , African, • Long tour comfort loving Off-road bikes
Asian etc bikers • Aesthetic Bike users :
Modern Classics.
 Targeting
SEGMENT Product Price Quality
Adventure Tiger 800, Medium High
and touring 1200 and ₹ 12 L 800-1200 cc
Sport Off-road

Cruisers America High High

Speedmaster ₹ 24 L 1200-2294 cc
Rocket III Powerful Bikes
Thunderbird
Modern Street Twin Medium High
Classics Speed Twin ₹ 9-12 L 900cc
Scrambler Classics
Thruxton
Roadsters Daytona 675 Medium High
and super Speed Triple ₹ 9-12 L 675-1000 cc
Street Triple Performance
sports Sport bikes
 Positioning

• Super fast • Powerful • Modern Classic • Best in class suspension

• Light • Largest Engine ever on a • Aesthetic • Long Tour bike
• Excellent Handling motorcycle • Daily commuter • Rugged
• Thrill • Power Cruiser • Comfort • Reliable
• Track Racer • Masculine • Perfect beginner bike • Off Roading
• Street Speedster • Commands Respect • Suitable for females too • Easy Repairs
 5 Cs

CUSTOMERS COMPANY COMPETITORS COLLABORATORS CLIMATE

What customers want : • Culture : Finest Active Competitors : • Joint venture • 2019 Motorcycle line-
• Reliability for longer British Engineering partnerships in ups follow latest
periods of time. • Most of the line-ups Ducati : Scrambler 1200 Developing countries. European emission
• A Brand recognized all has roots of old Kawasaki : z900 and zX10r Triumph—Bajaj non-equity standard : EURO 4.
over the world. Bonneville bikes. Harley Davidson : Night partnership in India. • Economic climate in
• Variety of Motorcycles • Has the Retro look Rod It will enable Triumph to cut developing countries is
that caters to their yet Highly modern BMW : R 1200 GS down import costs by viable enough to set up
specific need. Brand appeal. Benelli : TNT 600i assembling parts in India. local manufacturing
• After market • Lack Motorcycle line- Suzuki : Intruder M1800R units and market large
accessories that are up that caters to • Tie-ups with popular enough to capitalize
reliable. budget segment denim brands to make with new line-up.
• Excellent service care Triumph Clothing/Riding • Triumph Electric
and assistance . accessories . Motorcycles to be
introduced in near
future .