YAMAHA MOTORCYCLES

YAMAHA MOTORCYCLES
BANGLADESH
BANGLADESH

BRAND MANAGEMENT
 CONTENTS
CONTENTS

 Introduction
 Overview of the Industry & Competition
 Business Strategies of Yamaha
 Brand Concept of Yamaha Motorcycles Bangladesh
 Findings
 Recommendations
 OBJECTIVEOF
OBJECTIVE OFREPORT
REPORT

 Analyzing the Brand Management of Yamaha

Motorcycles Bangladesh – ACI Motors Ltd.
 ABOUTYAMAHA
ABOUT YAMAHA
BANGLADESH
BANGLADESH
ACI Motors launched in 2007

Distribute YAMAHA Motorcycles in BD from 2016

Sales and service center at 47 locations in BD

Hundreds of Authorized Parts Dealers

 Logo&&Slogan
Logo Slogan

Logo Slogan
 ProductsofofYAMAHA
Products YAMAHA

R15 V3 FZ V3 FZS V3 FZS V2

Saluto MT15 V3 RayZR NMax

 DistributionChannel
Distribution Channel

Yamaha Motors India Yamaha

Motorcycles
Or Dealer
Bangladesh - ACI Retailer
Yamaha Motors Customer
Motors
Indonesia
 Organization’s Hierarchy
Organization’s Hierarchy

Chairman

Executive
Director

Business
Manager

Brand Executive Brand Planning

(Activation) Executive (Planning)
 SWOTAnalysis
SWOT Analysis

Strengths
Strengths
 High quality products to exceed customer expectations

 Attractive design and colors

 Strong brand name all over the world as well as in Bangladesh

 Availability of easy finance schemes from BRAC Bank or City Bank.

 Low maintenance and low expenses per kilometer

 Broad and intensive distribution network across the country.

 SWOTAnalysis
SWOT Analysis

Weaknesses
Weaknesses

 Yamaha has narrow product line in Bangladeshi market.

 Few people are not satisfied with the mileage of the bikes.

 Not giving promotional schemes for longer time periods.

 Poor advertisement of the product.

 SWOTAnalysis
SWOT Analysis

Opportunities
Opportunities
 The Sales may be increased if advertisements are made more attracting to the
young generation.

 Retailer’s motivation.

 Demand is increasing with the time in the motorcycle segment.

 Company can use YAMAHA brand image for advertising and attracting people.

 The vast rural market is opportunity in waiting by catering to attractive financial

schemes.
 SWOTAnalysis
SWOT Analysis

Threads
Threads
 Low-end cars like are eating away the share of high-end motorcycle
manufacturers.

 Bajaj and TVS are also producing same segment bikes at same price with
more powerful engine

 Bajaj Pulsar is the strongest rival with high performance and frequent
variations and up gradations.

 Different effective promotional schemes of competitors.

 Competitors
Competitors
 TVS Bangladesh

 Hero Bangladesh

 Bangladesh Honda Private Limited

 Suzuki Bangladesh

 Bajaj Bangladesh

 Kawasaki Bangladesh

 Runner Motorcycles

 Walton Motorcycles
 MarketShare
Market Share

Market Share

Walton
6%
Others
15% Dayang
8%

Walton Dayang

Bajaj TVS

Hero
18% Yamaha Hero

Others
Bajaj
33%

Yamaha
5%

TVS
15%
 Blending Brand Concept with Yamaha
Blending Brand Concept with Yamaha

WhatisisBrand?
What Brand?

A brand is a name, symbol, logo, sign, or deign or

a combination of all of them, intended to identify
the goods or services of one seller or a group of
sellers and to differentiate them from those of
competitions.
 Blending Brand Concept with Yamaha
Blending Brand Concept with Yamaha

Current Promotional Activities

Current Promotional Activities
 Leaflet
 Promotional Campaigns
 Cashback Offer
 Registration Fee Offer
 T-shirt, Polo shirt and Key Ring
 Free Service Campaign & Bikers Meet
 Gift Items
 Program Sponsorship
 Newspaper Advertising
 Social Events for Developments
Social Events for Developments

SalutoTest
Saluto TestRide
Ride
Social Events for Developments
ocial Events for Developments

RiddingSession
Ridding Session
 Social Events for Developments
Social Events for Developments
GuinnessRecords
Guinness Recordsby
by
YAMAHA
YAMAHA
 Social Events for Developments
Social Events for Developments

Yamaha Riding Fiesta

Yamaha Riding Fiesta
 SocialEvents
Social Eventsfor
forDevelopments
Developments

Mothers’Day
Mothers’ Day
 SocialEvents
Social Eventsfor
forDevelopments
Developments

Shopping Mall Activation

Shopping Mall Activation
 SocialEvents
Social Eventsfor
forDevelopments
Developments

Valentine’s Day Program

Valentine’s Day Program
 Findings
Findings

 They are not using television media at present, but I think they should do it.

 Cashback offer and Registration fee offer is continuing from 2016, which are
successful offers compared in comparison to others company offers company’s offer.
But customer interest its successful rate is decreasing day by day as customer’s are
losing interest seeing same thing again and again So, I think they should provide
a little bit different offer to their customer from next year.

 They should do more CSR activities, which will help them to add more brand value.
 Findings
Findings

 They should increase budget for branding department which will be used
throughout the year except offer period. This will create a solid brand image
separated from offer period branding.

 They should do some promotional activities which will introduce their brand in front
of rural people.

 They should provide billboards in front of big shopping mall, Universities with their
name and logo, which will increase their brand awareness.
 Recommendations
Recommendations
 Yamaha should expand its FZ series. It should
promote newer models..

 Yamaha should sponsor more youth festivals. It

should consider every contact point that can be made
with the youth.

 Yamaha should also introduce bikes in the economical

range.

 Yamaha should actively consider more brand

promotions. Yamaha lacks as far as brand promotion
is considered compared to other brands.
 Recommendations
Recommendations
 Yamaha bike price is high compared to TVS, Suzuki
and others. If Price reduce the sales volume on the
national scale will increase.

 Company should focus more on after-sales service.

Proficient service will provide Yamaha a leading edge.

 Yamaha should consider and project itself as a

service-oriented organization. Today consumers
demand effective and prompt continuous service.
Yamaha should meet and exceed this want of
consumers.
THANKYOU
THANK YOU