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COMPETITORS
HERO
HONDA
BAJAJ
KTM
TVS
SUZUKI
SWOT
SWOT Analysis
Analysis
Strengths:
Excellent branding, advertising
Yamaha Motor Corporation has over 39,000
employees
Produces long lasting products
Well established and trusted
Weakness:
Yamaha has narrow product line in Indian market
Lesser fuel efficiency
Opportunities:
Products are cheaper than Honda
Growing demand in the market
Innovative products
Banks are willing to give motorcycle credits
Threats:
Increasing number of players in the market
Raising raw material costs
Lower reselling value than Honda
Market Segmentation
Positioning
YES stands for Yamaha extended services. It tells
that now Yamaha is growing in all parts of the
country. It has good nationwide service. It can be
purchased easily. It gives good pick up, speed
and better mileage. It provides comfort.
Therefore, this advertisement portrays Yamaha
as common mans racing bike. It conveys the
message of staying ahead
of tortoises focusing on the speed of the bike
Strategic branding.
Celebrity endorsements
John Abraham is the brand ambassador for
Yamaha SZR. The hard sturdy look of the bike
can be correlated with the masculinity of John
Abraham. It thus says that it is a bike for all
masculine, speed and thrill loving people.
Conclusion
Marketing mix
Product
R1
FZ
R15
Fazer
FZS F1
SZ-S
YBR 110,125
SS 125
CRUX
FZS
its product portfolio includes YZF-R15 Version 2.0 (150cc), Fazer (153cc),
Fazer Version 2.0 (149cc), FZ-S (153cc), FZ-S FI Version 2.0 (149 cc), FZ
(153cc), FZ FI Version 2.0 (149 cc), SZ-S & SZ-RR (153cc), SZ RR Version
2.0 (149 cc), SS125 (123cc), YBR125 (123cc), YBR110 (106cc), Crux (106cc)
and Scooters Ray (113cc), Ray Z (113cc) and Alpha (113 cc). Its import
portfolio includes VMAX (1,679cc), YZF-R1 (998cc) and FZ1 (998cc).
price
Place
With a strong workforce of more than
2,300 employees, IYM is highly
customer-driven and has a countrywide
network of over 1200 customer touchpoints including 400 dealers.
Promotion