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INTRODUCTION
INDUSTRY BACKGROUND

OIndiais the second largest producer of 2 Wheelers in

the world
OProduction at 7600801 in 2004-2005
O81.5% of market- Motorbikes
OMajor Indian Players- Bajaj, Hero Honda, TVS
OMajor Global Players- Honda, Kawasaki, Suzuki,
Yamaha.
VITERATURE REVIEW
R News report- Huge shift in market.

R India Growth Story- Companies change focus to

lure big spenders

R Atul Gupta,V-P (marketing and sales), Suzuki

Motorcycle and Scooter India, said: ´We want to
complete the range of big bikes in India and will
launch the Gixxer range before the end of the
year.µ
CATEGORY
R Different categories- 100cc 125cc, 150-
500cc and 500cc and above

R 125cc segment-Bajaj, TVS, and Hero Honda

R 150-500 segment-13.5-15.5 bps, with 8500-

10000 rpm, Price-55,000-60,000

R 500cc and above-German BMW and the

Italian Ducati, Suzuki Hayabusa, Honda
1000RR Fireblade, CBR 1000R and Yamaha·s
MT01 and R1.
 BRANDS

R This study is done with a view to assess

the potential of an Indian Brand in the
300cc segment. The brand under study is
Bajaj.
 MARKETING OBJECTIVE

R The marketing objective of this project

therefore is to study the market for Bajaj
300 cc bike.
 RESEARCH OBJECTIVE
R To Identify the Competitors

R Determine the consumer·s brand

preference

R Estimate price consumers are willing to

pay and to establish the market segment
for 300cc bike.
CONCEPTUAV FRAMEWORK
KEY INFORMATION AREAS

R USER PROFIVE
R AWARENESS OF BRANDS
R PURPOSE OF THE PURCHASE
R CONSIDERATION SET
R BRAND EQUITY
R MEETING THE EXPECTATIONS
R PRICE
 RESEARCH METHODOVOGY

R PRIME FOCUS OF RESEARCH

R TARGET GROUP

R METHODOVOGY- Focus Groups, In

depth Interviews, Surveys
 PROCESS
R Process of study- Pan India survey,
Respondents from metros, mini metros
and class 1 town

R Collection of Data- Online Questionnaire

R Sampling Technique :
Qualitative- from students
Quantitative- Random Sampling
 VARIABVES

R DEPENDENT VARIABVE
Intention to purchase
Amount willing to spend on a bike

R INDEPENDENT VARIABVE
Price range, Additional features, Vooks (design),
After sales service, Quality & Performance,
Status symbol
 DEMOGRAPHIC VARIABVE

R Name
R Gender
R City
R Occupation
R Income per annum
R Major expenditure
!






Information Areas

‡ In-depth interviews
.

‡ Focus group
. discussions
To Determine
Market Segment

Competitors

Customer Brand Preference

Price Willing to be Paid

:

 


 

Brief on the Respondents

R Mostly students
R Age group of 20 ² 30
R Mainly consisted of people who have
previously owned a bike
R Mixture of people with prior work
experience and freshers.
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Findings of FGD
R Majority of the people interested in bikes
of higher power.
R Most reluctant because of the traffic
conditions in the cities.
R Confident that this problem could be
improved with developing infrastructure.
R Main parameters associated with a bike
are speed, power, style, and pickup.
 



About the Respondents

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CONCVUSION
R Customers of high²power bikes are very
conscious when it comes to quality
R They are very careful buyers.
R They are not easily swayed by celebrity
endorsements or peer pressure.
R The performance of the bike and the easy
availability of the service centers are
important factors when it comes to bikes.
R They view these bikes as a strong status
symbol which adds to their personality.
R They would like additional features like
mileage but are not very particular about it.
Quantitative Analysis
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R Here we identify which attributes are

important for the category of the study
using six brands namely-

 Honda
 Bajaj
 Honda
 TVS
 Royal Enfield
 Yamaha.
Jaccard scores for each of the brands in consideration

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R Observations
 Rank 1 and 2 are Primary Drivers

 The two attributes ¶Masculine· and ¶Joy of Ride·

are the ones above 0.25 score

 Although additional features did not clear cut-off,

their score is considerably high

 Hence we can conclude that additional features

are also considered when buying bikes













The analysis has two parts :

 Preferred set size of the brand

 Stochastic share of the brand

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R Collects data regarding the preference of the brands in
the market.
R Process in which respondent has been asked for
preference for the brand from the given choices.

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R Used to calculate the stochastic share of the brand

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Following is the table from our analysis :

  



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R Observations

 Royal Enfield has the least preferred set size

 Bajaj has the preferred set size of 1.96, which

means that the people who prefer Bajaj also
prefer 0.96 other brands

 Also, here the share pattern highlights Royal

Enfield with the maximum share holding.
R Inference
 Royal Enfield could be a leading brand in the
market.

 Bajaj is giving very stiff competition to Royal

Enfield.

 This analysis emphasizes that Royal Enfield

and Bajaj is the brand with the highest share
of mind of all consumers

 




 This analysis is done to find out the relative

advantages or disadvantages of the various
brands with respect to each other.

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SWOT scores for various brands and for various attributes.
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The Scree plot above clearly shows that the slope of the curve falls after the
fourth factor as the eigen value drops below 1 after the fourth factor.
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R The four factors:
 Technical specifications
Ö Mileage, Pickup, Comfort ability, Maneuverability

 Physical Specifications
Ö Ground clearance and tire width

 Financial factors
Ö Initial purchase price, financing options, resale price

 Other incentives
Ö Discounts & free goodies and attractive colors
M