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| Yamaha
Motor Company |
 Yamaha
Motor Company is the second largest manufacturer
of motorcycles in the world. In India, the company
currently manufactures a range of motorcycles both
for the urban and rural markets out of its state-of-the-art
manufacturing facilities at Faridabad in Haryana
and Surajpur in Uttar Pradesh.
Yamaha Motors Escorts Limited (YMEL) has now adopted
a time bound customer focused and customer driven
marketing initiative in Maharashtra & Goa, which
is expected to result in a record sale of 19,000
units by the end of this financial year. Having
tasted success in the volume segment with the launch
of the four stroke, 106cc Crux, YMEL now
plans to intensify its presence in this segment.
Of the two new models that are expected to hit the
market in the next six months, one is likely to
be positioned on the 'price' plank, with an offering
in the Rs. 32,000 - 35,000 price band.
The bikes would be introduced in the economy segment,
where Yamaha earlier had no presence. To implement
the changeover, the bikes would differ in the matter
of aesthetics and not in performance or quality,
said Rahul Bhatnagar, (zonal manager, western
region); Yamaha bikes are known for their quality
and performance. and he reiterated that there would
be no compromise on that account.
Another segment where YMEL is likely to make an
entry is the 'style' category in the economy
segment, since 'price' and 'style' are niche areas
that need to be addressed. Thus, two new models
are expected in six months, each addressing different
segments of the volumes market.
These initiatives follow the stupendous success
of Crux, which was the first bike from the Yamaha
stable after it increased its stake from 50 to 74
per cent in Yamaha Motor Escorts Ltd.
"With the launch of the Crux, we tried to
do away with some misconceptions," said
Mr. Bhatnagar. "We wanted to get across
to consumers that Yamaha bikes too could offer fuel
efficiency and better mileage, in addition to power
and performance."
An entry into the economy segment was deemed necessary
by Yamaha since the Hero Honda’s and
the Kawasaki Bajaj’s dominated 85 per
cent of the Indian motorcycle market, marketed on
the economy and mileage plank.
The unanticipated success of Crux has been
attributed to two factors. One that it matches up
with other bikes in the fuel efficiency and performance
categories as also price. In Pune, it sells at Rs.
39,990, ex-showroom. The other is direct customer
contact program the company has adopted. "Everybody
is busy. So we do not wait for the customer to come
to us. Instead, we go to them," says Mr. Bhatnagar.
To meet this end, Yamaha has initiated different
approaches to address the urban, semi-urban, and
rural markets. For urban India, the strategy is
through carnivals, test ride camps, and friendly
exchange plans, with an array of brokers ready at
hand to offer competitive prices to bikes offered
for exchange. The company has also tied up with
a choice of finance options to suit the differing
needs of each customer. The urban mantra, thus being,
'spot exchange, spot finance, and spot delivery'.
In the rural segment, the marketing is being done
through influencers, using the tool of 'word
of mouth'. Village bigwigs such as the sarpanch,
cooperative society members, bank managers, etc.,
are first convinced of the performance and efficiency
of the bike, which would in turn, influence others
in the village to buy these bikes. Private workshop
owners are the other category through whom YMEL
hope to bring the bike closer to the customer.
The company has also opened booking counters and
sales and service outlets at taluka levels, enhancing
customer access and making it easier for the rural
customer to buy and service his purchase.
YMEL has a 40 strong and fully equipped dealer network
in Maharashtra and Goa and has recorded encouraging
sales figures for the newly launched bike. The 106
cc, 4-stroke motorbike has already sold 32,998 units
throughout the country in just three months and
over 2,500 units in Maharashtra and Goa during the
same period.
Rahul Surkund |
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