PRODUCT STRATEGY

ASSIGNMENT 2

BiS Let us take care of your

bike, You take care of your
life.

P r e s e n t e d by Grou p 3
 So , W ho are
w e?
Ramana Pavan S - Product Strategist
Annapurna Purohit- Market Research
Analyst Gaurav Bhole - Financial Analyst
Vineetha Gedela - Business Development
Analyst Vishrut Chhajer - Sales Analyst
Our
Market
Did you K n o w ?

Over 33% of the Indian households own two

wheeler ? Well ! that is not all, India is the
largest two wheeler market in the world by
volume too .

LET US TALK ABOUT THOSE Well! its none other than,

WHO SERVICE THIS INDUSTRY
There is Dealer Operated Garages and
Then There is Local Garages.
very less regulated,
completely unsophisticated
Local Garages!!

Yes! you heard that right.

W ho am ong these tw o , d o Nearly 80% of the market
you think captures the bigger pie? share goes to these
players.
MARKET POTENTIAL
Hyderabad
TIE Bangalor

R e
Kolkata

1 Mumba
i

2W Periodic schedule -
3000km even at 5 0 % of
customer service potential is
at 23L.
Targeted Potential - 46k
Vehicles Annual Service
Potential - 5.5L Vehicles
 QUALITY SERVICE PROVIDERS

So, what Very less incentive for local players

to provide quality service

does NON STANDARD SPARE PARTS

this
mean ?
Not to mention there near zero
Branded Non-Dealer based Service
Providers!!
W hat does all this mean ?
W E SM E L L O P P O R T U N IT Y ! !
In a bid to generate higher margins ,
there is proliferation sub standard spare
parts
L O W SKIL L ED M E C H A N I C S
Due to usual constraints , it will be difficult
for them to upgrade with new models
and technology .
CUSTOMER SERVICE
There may not be proper system for
addressing customer grievances because
of limited resources
What do
we offer ! SERVICING WE ARE NOT
PRICEY!
Any Model , Any time .
Leave it to us. We are We charge what we
a class apart. provide with
standard .

W E C O M E TO Y O U
A L L AT Y O U R
FINGER
(1)Pick up & drop service.
TIPS .
(2)Service truck at your door step i.e.
service at gated community , IT Yes!! An app is all
parks, housing societies you need .
 W E A R E ONE OF A KIND .
But , why Like we said earlier. We are a class apart. First

us ? of our kind in India.

STANDARD AND QUALITY .

No third party spare parts ( except branded )
And we are skilled.

ONE STOP SOLUTION .

From servicing, repairs to value added
solutions, we have it covered .

YOU T A K E C AR E OF YO UR
LIFE .
Would you spend that quality time with
your family or in a garage. You decide ?
Business
Model ?
S TR AP ON Y O U R BELTS!
WEAR YOUR HELMETS
 Research from
Market Perspective
The average exp erience - 10 - 15 years.
One garage - 150-200 vehicles per month .
1 to 2 persons are enough for a service of 2
wheeler . 3 hours is the avg tim e for service a 2
w heeler
Sudden repairs, breakdowns and periodic service are big
reason. The margins of approx 20 - 40 %
Target customers age group 18-35
years. Most of the 2W are gear vehicles.
500 to 700 can be an effective cost for
service. 200 - 300 premium for pick up and
drop .
Premium vehicles prefer authenticity of oil, spare parts and other service in the
 Official Brand
Outlet Quality &

IDENTIFY Trust
500 - 1000 Price Range
C U ST O M E R
Research from Service Quality – 1st
NEEDS
Consumer Price – 2nd
Offers and Discounts –
Perspective 3rd Pick up and drop –
Opportunity 5th
Build Trust
Analysis STAY Premium Quality Service
A H E A D OF Price
C O M P E T IT IO N matters.
Loyalty membership options
Local garages - biggest competition .

For now it is Hyderabad

Tier 1 cities expansion
BUSINESS soon
E X P A N SIO N Research and feedback analysis
post launch
May be CaSo – 5-10 years down
the lane
 THREAT OF THREAT
NEW OF
ENTRANTS SUBSTITUTION
Low risk situation .
Capital requirem ents.
Price Differentiation
Ind ustry know - how . factor!
Service Service is done at
d ifferentiation .
COM P ETITIV a premium level.
Econom ies of scale.
E Consistency is w hat
Costs of m aintenance.
RIVALRY w e aspire for.
Brand Outlets
Local nearby
garages
Third party service
BARGAINING BARGAINING
chains like 3M, Go
P OW ER OF P OW ER OF
Bumper ,
SUP P LIERS CUSTOM ERS
Gaad i 360
Switching costs Purchase frequency
Differentiation of service Service quality
parts. differentiation .
Distribution channels Promotions and
Recency and frequency awareness
of purchase . increase
 COMPETITION ANALYSIS

LOCAL GARAGES

DIRECT Less Quality

B R A N D OUTLETS COMPETITION Third party spare
parts Takes lesser
High Quality Decent Quality
time Affordable
Best parts Niche market with
No service truck option
Takes Time test trials going on
Ultra pricey All features of us Pick and drop is
No service truck option aren’t present almost negligible
Pick and drop is Price is on the Loyalty
almost negligible higher side membership
(unofficial)
 P R O D U C T/ STRATEGIC ALIGNMENT

SE R V IC E
Customer problem is
DES
Our Startup CR
com esI P
upT I
wOithN one
solved Hassle free
solution to service ap p /call your
through tw o-W heeler experience
At your fingertips
(1) Pick up & drop service from home or
any place where the breakdown has
occurred.
(2) Service truc k at your d oor step PRODU CT GOALS
service at gated community, i.e. IT
housing societies. p arks, Bridge the Gap between service
roadblocks
A Consumer easy
M A R K E T INSIGHTS solution A p p for all your

PRODUCT People want a solution to bridge

problems Increase
customer base
STRA TEGY
the gap.
Affordable Bring trust and value to the
solutions Time customers on Service Chains that
saving we can deliver quality service at
The weekend is less cost!
important
Core Product
Strategy
Target Audience: 18-40 Age group Impact
Vision: Delivering value and quality service
Man power , Capital , Service trucks ,
at the quickest and lowest possible price. supplies
M arket Geograp hy : Hyd erab ad for
the upcoming few years with plans to
expand. Technology: Ap p
d evelopm ent
call to
and easy interface w ith
action and q uicky
Planning
complaint addresal facility.
Understanding market potential , market
Role of partners and suppliers: Spare parts
research , explain our value proposition , plan
, oil etc.
and project financials, get in people on board ,
Differentiation : price , time saving ,
get in workers, test market for one month or
hassle free experience
few.
Feedback and deliver.
 Brand P o s i t i o n i n g

Product Name & Identity: Biso- Let us take

care of your bike You take care of your life!

STRATEGIC ROLE

Advertising and P R / Ads

Customer Service : Ap p , follow ups
and reminders, call solutions
Market Development : research , feedback ,
understanding our customers initially
Message: Hassle free one stop solution for
all your 2W Problems
Positioning : Low cost affordable at
your fingertip 2W service solution.
 PRODUCT PLATFORM STRATEGY

TARGET Looking for Daily

Passion Riders
work
M A RKET convinence travellers

SERVICE Pick-up & Drop Breakdown Location Polish & Coating

S Service Service (Premium Service)
OFFERED

PRODUCT Experienced mechanics, service tools, engine oil,

P LA TFORM
spare parts, VAS
W hat about
MONTHLY TOTAL
Media
1.86L
Plan ? SP E N T

22.36L PER YEAR

yeah!
THE HYP E

PRIORTY

SOCIAL MEDIA
MAIL
MASS MEDIA
BUT , AT
WHAT COST
TO US ?
FIRST YEAR
BUT , AT
WHAT COST
TO US ?

3 Y EA R
P ROJ ECTION
S
TO O N E STOP SOLUTION FOR ALL YOUR BIKING
NEEDS

CONCLUDE

SERVICE A T Y O U R F I N G E R TIPS

V A LU E A D D SE R V IC E S & LO Y A LTY

A T A R E A S O N A B L E PRICES
 FUTURE SCOPE

EXPANSION A N D MORE SERVICE STATIONS

DELIVERY MODEL E N H A N C E M E N T

A PP D EV E LO P M EN T W ITH CO U P O N S

TIER 2
MARKET?

W H Y N O T 4 W H EELER
TO O ? - CA SO M A YB E..
 "Entrepreneurs are simply those who understand that
there is little difference between obstacle and opportunity
and are able to turn both to their advantage . "

THANK YOU
Group
3

B iS