Documentos de Académico
Documentos de Profesional
Documentos de Cultura
The major players in the motorbike market are Bajaj Auto, Hero Honda, TVS motors, Royal Enfield,
Yamaha motors, HMSIL and Suzuki motors. Hero Honda alone sells more than half of the bikes sold in
India. Company wise total sales of motorbikes is given in Annexure2
MARKET SEGMENTATION
Market segmentation is the process of dividing a market into groups of segments having similar wants.
It enables a marketer to take a heterogeneous market, a market consisting of customers with diverse
characteristics, need, wants and behavior, and carve it up into one or more homogenous markets which
are made up of individuals or organizations with similar needs, wants and behavioral tendencies. It not
only benefits the firm but consumer as well.
A. GEOGRAPHIC SEGMENTATION
According to the 61st round of National Survey Sample for July 2004 – June 2005, motorcycles were
possessed by 7.7% of households in 2004-2005 which had increased to 15% in 2007-2008.
Motorbikes in the rural segment belong to entry level segment (100 - 125 cc), major player being
HERO HONDA. Hero Honda's share of rural sales has gone up from 38 per cent in 2007-08 to 40 per
cent in 2008-09.
In late 2007, Hero Honda launched a rural campaign called "Har Gaon, Har Aangan (every village,
every home)" which helped increase its sales.
The bikes in this category are: HHML Passion Plus, Splendour Plus, Hero Honda CD Dawn.
The urban market is divided into Tier I, Tier II, Tier III, Tier IV cities on the basis of population and
geographic size.
The sales and the variants of the motorbikes vary accordingly in these four types of cities.
• Tier I constitutes the six metropolitans in India at present and remains the centre of economic and
financial activities. In the metropolitan cities, mostly the bikes which have high performance
level are sold as compared to other cities where affordability factor is also taken into account. In
Tier I cities such as Mumbai, the motorbikes such as Hero Honda Karizma, Pulsar 180, etc are
preferred.
• In Tier II cities, motorbikes such as Pulsar 150, Hero Honda Passion and TVS Star are sold more.
• In Tier III the trend is of bikes such as Honda shine, Kinetic velocity.
To better understand this segmentation, a survey was conducted in the various showrooms
located in Delhi and NCR
Yamaha Motors
R15 FAZER FZS FZ-16 GLADIATOR
Age 19-28 yrs 19-28 yrs 19-28 yrs 19-28 yrs 20-39 yrs
Social class Upper upper Upper middle Upper middle Upper middle Upper middle
class, lower class, lower class, lower class, lower class
upper class upper class upper class upper class
Social class Lower middle Upper middle Upper middle Upper middle
class, upper class class class, lower upper
middle class class
C. SEGMENTATION BASED ON BENEFITS SOUGHT BY THE BUYERS:
Benefit segmentation is based on the assumption that the benefits a consumer expects out of the
product are the basic reason for the purchase.
The customers can be grouped as per the basic reason of their purchases i.e. it involves classifying
buyers according to the benefits they expect from the product.
BAJAJ AUTO Brand name, Efficient service, Easy maintenance, Sleek model, High pick-up,
Mileage, Power
HERO HONDA Fuel efficient, high pick-up and stylish, brand name, mileage
TVS MOTORS Low cost
YAMAHA Stylish, high pick up, comfortable, power, High performance
MOTORS
ROYAL Sturdy, comfortable for long rides, high resale value, power
ENFIELD
Benefit segmentation can also be done on the basis of engine capacity because as engine capacity
increases, power also increases and so does the fuel efficiency. The engine capacity in the
motorbike segment has been demarcated on the basis of Cubic Capacity.
The different capacities are: less than 100cc, 100-150cc, 150 -180cc and greater than 180cc. The
bikes under these categories have been listed in Annexure 4.
E. PSYCHOGRAPHICS SEGMENTATION
This includes the segmentation on the basis of Lifestyle and Personality. Motorbikes are bought
according to individuals taste and lifestyle.
I. LIFESTYLE
Lifestyle affects one’s purchase decision significantly. Hero Honda has a wide range of sub-
brands.
• Hero Honda Karizma is meant for youth who wants a stylish bike with high performance
while Hero Honda Passion aims at the individual who has affordability, comfort and
mileage on his mind.
• Similarly Yamaha FZS aims at students who wish to use their bikes only for small
distances whereas Enfield Bullet is for the consumers who wish high power and travel
long distances.
• Adventure seekers who enjoy traveling on motorbikes prefer Royal Enfield Bullet, Bajaj
Avenger,Yamaha Fazer.
• Racing Enthusiastic would prefer Yahama R15 and TVS Apache RTR
II. PERSONALITY
Personality of an individual also defines what product and brand to choose to a certain extent. A
person who perceives himself to be very bold desires a high performance and power bike which
enhances his personality A prime example for this case may be Bullet, Hero Honda Hunk.
Similarly a person who desires style, prefers bikes like Hero Honda Karizma, Yamaha FZS etc.
POSITIONING
Points of Parity
• Sporty Design.
• 13.5 -15.5 BHP (Power).
• Aerodynamic looks.
• Broader, Stylish and Larger capacity Fuel Tanks.
• Larger Alloy Wheels.
• LCD Speedometer Display.
• High Performance: 4 stroke, 150 cc engine.
• Digitally Operated Spark Plug.
• Strong on Road Presence.
• Brakes: Disk (Front) / Drum (Rear).
• Sporty and Bigger Silencer / Mufflers.
• Flaring Headlamp.
• Funkier and Trendy Dual shade with body graphics.
Points of Disparity
1. YAMAHA FZ-S
2. YAMAHA FAZER
3.
• Flaring New Headlamps and newly designed Rear View Mirrors – The former to give a
distinctive look, so as to differentiate it from the other Yamaha Offerings, and the latter to
provide more safety with a better rear view.
• The second major difference is the riding position, FZ-16 being a sporty bike has a
forward – bent stance, which gives a sporty look and feel, however this is not ideal for
touring. Whereas in FAZER, the handle bar has been raised a few notches higher, to
provide a straighter, more comfortable riding position, well-suited to the needs of a tourer
(travelling long distances).
The bike is targeted at urban youth looking to break away from the rut of the city. The Fazer ad
shows working professionals skipping work to explore the outdoors on their bike.
3. YAMAHA R15
Focus: A well designed product for bikers who want the feel of a BIG bike.
The hunk has been styled to give it a big bike presence by providing fake air scoops at either
sides of the fuel tank. It also features an aggressive visor and muscular rear cowls. The company
talks about the following features with adjectives like-broad, muscular, brawny, glaring,
aggressive, fiery and dashing while describing its feature.
• Broad muscular fuel tank with brawny shoulders
• Headlight Glaring headlight with aggressively styled visors
• Saddle Contoured sporty saddle.
• Rear Cowls: Muscular Rear Cowls.
• Fiery red chrome ringed speedometer
• Silencer: Dashing Inclined Muffler.
The product has been positioned as a muscular, powerful, aggressive bike.
5. TVS APACHE
ANNEXURES
ANNEXURE 1
80
70
60
Motorcycles
50
>100
40 100-150cc
30 150-180cc
20 >180cc
10
0
2003 2004 2005 2006 9M 2006 9M 2007
80%
60%
>180cc
40%
150-180cc
20% 100-150cc
<100cc
0%
2006
2006
Growth
2007
2006
2007
2007
Growth
Growth
Production Domestic Sales Exports
ANNEXURE 2
ANNEXURE 3
100-150 CC
› Bajaj Discover › Bajaj Wind 125 › Pulsar 150 DTS-i UG
› Hero Honda Glamour › Hero Honda Super Splendor › Honda Shine
› Honda Unicorn › Kinetic GF 125 › Kinetic Velocity
› LML Adreno FX › LML Beamer › LML Energy FX
› LML Freedom › LML Graptor › TVS Fiero
› Suzuki Zeus › Suzuki Heat › TVS Apache
› TVS Victor › Yamaha Crux › Yamaha Enticer
› Yamaha Gladiator › Yamaha Libero G5
150-180 CC
› Bajaj Avenger › Bajaj Pulsar 180 DTS-i › Hero Honda Achiever
› Kinetic GF Laser › Kinetic GF 170 -
ANNEXURE 5
40
20
0
CD Dawn Market Share (%)
Platina
Star