yamaha brand promotion & sales
Post on 20-Jun-2015
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KOHINOOR BUSINESS SCHOOL
Sunil Kumar ROLL NO. - 8351
PRESENTED BY:
The Heart & soul of true biking
INDUSTRY PROFILE
•India is the second largest manufacturer and producer of two-wheelers in the world.
•Beginning in the early 1950s with Automobile Products of India (API).
•In 1948, Bajaj Auto began trading in imported Vespa scooters and three-wheelers.
•The two-wheeler market was opened to foreign competition in the mid-1980s.
•The first Japanese motorcycles were introduced in the 1980s.
•TVS Suzuki brought first tow-stroke motorcycle engine
•Hero Honda brought first four-stroke motorcycle engine.
INDUSTRY PROFILE Cont..
•In mid-1980, The entry of Kinetic Honda with a variometric scooter.
•In 1990, the entire automobile industry saw a drastic fall in demand.
•The total number of registered two-wheelers and three-wheelers on road in India, as on March 31, 1998 was 27.9mn and 1.7mn respectively.
•The two wheeler population has almost doubled in 1996 from a base of 12.6mn in 1990.
COMPANY PROFILE •Yamaha Motor Company was founded in 1955.
•Genichi Kawakami was first president of Yamaha Motors.
•In August of 1955 the first model Yamaha YA-1 (125 cc) was complete.
•By 1956, a second model YC1 (175cc) was ready.
•In 1957 , Yamaha began production of its first 250cc bike, YD1.
•In 1963, Nationwide Yamaha authorized dealership organization launched.
•In 1970, First Yamaha motorcycle mounting a 4-stroke engine "XS1" released.
•In 1985, Yamaha made its initial foray into India.
• In 1996, entered into a 50:50 joint venture with the Escorts Group.
COMPANY PROFILE Cont..
•In 2008, YMC entered into an agreement with Mitsui & Co., Ltd.
•Has a countrywide network of over 400 dealers.
•In 1979, Energy saving 4-stroke engine system Yamaha Induction Control System (YICS) developed.
•In 1990, Corporate Mission; We Create Kando - Touching People's Hearts announced .
• Escorts Yamaha Motor Ltd. (EYML) established in India.
•In 2000, Corporate ties with Toyota Motor Co. Ltd.
•In 2006, Global Parts Center established in Japan and full operations begun.
EXPORT
• Exported to over 70 countries
•Argentina, Mexico, Philippines, Bangladesh, Sri Lanka, Columbia etc.
• The export Product line boasts of RX 100, Crux, YD 125, Enticer and Libero.
ENVIRONMENTAL RESPONSIBILITY
• The systematized Ace Plant where energy from waste incineration is recovered and reused.
• Introduction of co-generation systems to reduce energy consumption and CO2 emissions.
• Testing in an anechoic chamber in pursuit of an engine sound pleasing to the ear.
• A meter panel powered by solar cells.
• Ensuring health and safety by reducing toxic substances.
• Focus on environmental activities both from global and regional perspectives.
• “High-quality Product Creation” one of its mottos.
• IYM's Manufacturing facilities comprises of 2 state-of-the-art Plants at - Faridabad (Haryana) and Surajpur (Uttar Pradesh).
• The 5-S and TPM activities that fuel our agile Manufacturing Processes.
• In-house facility for Machining.
• Welding processes as well as finishing processes of Electroplating and Painting till the assembly line.
• Environment-friendly technology.
MANUFACTURING PROCCESS
• In August 2003, BABA Motors got Dealership of Yamaha motors.
• Retailing of YAMAHA motorcycles.
• Operations - in Varanasi.
• 2 showrooms, 2-service station and 25+ employees.
• 100% “Customer Satisfaction” and “Relationship Building”
BABA MOTORS A MAIN DEALER OF YAMAHA
YES!YAMAHA
• BABA Motors is a main dealership of India YAMAHA motors Pvt. Ltd.
• Commitment to quality.
• Focus on customer satisfaction.
• Provide value added service.
• Good coordination between employees.
HIGHLIGHTS OF BABA MOTORS
To increase the sale of Yamaha motorcycles with the help of various marketing
promotional tools
Objective
PRODUCTS
•YZF–R15•FZ-16•FZ-S•FAZER•GLADIATOR TYPE SS
PRODUCT PROFILE
PRODUCTS•GLADIATOR TYPE RS•GLADIATOR TYPE GRAFFITY•G5•CRUX•ALBA•YZF R-125 (Yet to be launch)
PRODUCT PROFILE cont…
YZF R-1“State-of-the art race technology”
Technical Specification
PRODUCT PROFILE cont…
Engine type Liquid-cooled, 4-stroke, 998 cc
Starting system Electric
Carburetor/Fuel supply Fuel injection
Transmission type Constant mesh, 6-speed
Frame type Aluminum die-cast Delta box
Length x width x height 2,060mm x 720mm x 1,110mm
Dry Weight 177 kg.
Fuel tank capacity 18 liters
YZF R-15“Racing instinct”
Technical Specification
PRODUCT PROFILE cont…
Engine type/ Displacement
Liquid-cooled, 4-stroke, /149.8 cc
Starting system Electric
Carburetor/Fuel supply Electronic Fuel injection
Transmission type Return Type 6-speed
Frame type Delta box Frame
Length x width x height 1,995mm x 670mm x 1,070mm
Dry Weight 120 kg
Fuel tank capacity 12 liters
FZ-16“Lord of the streets”
Technical Specification
PRODUCT PROFILE cont…
Engine type/ Displacement
Air-cooled, 4-stroke, /153 cc
Starting system Electric start
Fuel supply system BS26
Transmission type Return Type 5-speed
Frame type Diamond
Length x width x height 1,975mm x 770mm x 1,045mm
Dry Weight 1206kg
Fuel tank capacity 12 liters
FZ-S“Highlight your style”
Technical Specification
PRODUCT PROFILE cont…
Engine type/ Displacement
Air-cooled, 4-stroke, /153 cc
Starting system Electric start
Fuel supply system BS26
Transmission type Return Type 5-speed
Frame type Diamond
Length x width x height 1,975mm x 770mm x 1,045mm
Dry Weight 126 kg
Fuel tank capacity 12 liters
Fazer“Touring Spirit”
Technical Specification
PRODUCT PROFILE cont…
Engine type/ Displacement
Air-cooled, 4-stroke, /153 cc
Starting system Electric start
Fuel supply system BS26
Transmission type Return Type 5-speed
Frame type Diamond
Length x width x height 1,975mm x 770mm x 1,045mm
Dry Weight 130 kg
Fuel tank capacity 12 liters
Gladiator Type SS“Stop Commuting. Start Sports Biking.”
Technical Specification
PRODUCT PROFILE cont…
Engine type/ Displacement
Air-cooled, 4-stroke, /123.7 cc
Starting system Kick start/Electric start
Fuel supply system Type-CV
Transmission type Return Type 5-speed
Frame type Steel pipe-Diamond tubular
Length x width x height 2,065mm x 730mm x 1,145mm
Dry Weight 117 kg
Fuel tank capacity 13 liters
G5“We Define Trends”
Technical Specification
PRODUCT PROFILE cont…
Engine type/ Displacement
Air-cooled, 4-stroke, /106 cc
Starting system Kick start/Electric start
Fuel supply system Type-VM
Transmission type Return Type 4-speed
Frame type Double cradle type
Length x width x height 2,000mm x 730mm x 1,150mm
Dry Weight 109 kg
Fuel tank capacity 13 liters
CRUX“Tough bike for tough men.”
Technical Specification
PRODUCT PROFILE cont…
Engine type/ Displacement
Air-cooled, 4-stroke, /106cc
Starting system Kick start
Fuel supply system Type-VM
Transmission type Return Type 4-speed
Frame type Double cradle type, steel
Length x width x height 2,000mm x 735mm x 1,075mm
Dry Weight 103 kg
Fuel tank capacity 11 liters
ALBAAbhi gaya abhi aaya
Technical Specification
PRODUCT PROFILE cont…
Engine type/ Displacement
Air-cooled, 4-stroke, /106cc
Starting system Kick start/electric
Fuel supply system Type-VM
Transmission type Return Type 4-speed
Frame type Double cradle type, tubular
Length x width x height 2,000mm x 730mm x 1,065mm
Dry Weight 119 kg
Fuel tank capacity 11 liters
Loan Facility
Finance AmountUp to 90% of On Road Price (Depends on Scheme)
Lending Rate Flat Rate basis (Depends on Scheme)
Tenor 6 - 36 monthsFees 3.5% on net finance amount & actual stamp duty
Required documents for loan application
1) ID Proof 2) Residence Ownership Proof 3) Residence Proof 4) Photo 5) Income proof
Loan Facility
•Sri Ram Insurance•New India Insurance•Reliance Insurance
Insurance Facilities
Promotional Activities
“ Jo dikhta hai wo bikta hai”
Canopy
Promotional Activities
Demo Van
Promotional Activities
Tagging
Promotional Activities
Customer meets
Promotional Activities
College Activities• Student Benefit
Promotional Activities
Test Drive
Promotional Activities
Promotional Activities
News Paper Insertion
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• Cinema Slides•Cable TV Ad
Performance at BABA Motor
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Month Total enquiry Total Sales C V Ratio Sales Inc(%)
April 155 42 .27 -
May 162 50 .29 11
June 165 56 .33 17
July 170 62 .36 12
April May June July0
10
20
30
40
50
60
70Total Sales
Total Sales
Format of daily inquiry register
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Daily Enquiry Register Date………
S. No.
Attended by
Costumer Name
ContactDetail
DoB Tell Enq/Walk in
Model Existing Vehicle
Fin/ Cash
Follow up 1
Follow up 2
Follow up 3
Comment by costumer
Final Outcome
SWOT Analysis
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Strength
•World famous & reputed company•High Promotion of experienced staff •wide range of motorcycles
Weakness
•Unhappy employees• No well maintained showroom• After sales service
Opportunity
•Increasing population •changing life style • Big group of youngsters
Threats
• Many competitors•Slow down
• Yamaha has a bright future in automobile industry by its technological improvement.
• Yamaha has less market share due to its less mileage perception in the mind of customer.
• Hero Honda & Bajaj sell more motorcycles rather than Yamaha.
• Motorcycles become trends among friends.
• The advertisement of Yamaha is good which influence the purchasing behavior of consumers.
• Yamaha has its loyal customers who own this brand since many years.
• The competition level is very high in automobile industry.
Conclusion
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Recommendation
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• It should come out with some new models & technologies to catch up maximum young generation.
• The distribution Channel should be focused on its demand.
• It should improved its advertisement quality, it should be realistic not imaginary.
• People get updated by T.V. Yamaha should increase the updating by publicity as well as by Hoardings.
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SPECIAL THANKS TO –
SIP Coordinator - Prof. Jayseelan
SIP Faculty Guide – Prof. Vishal Pradhan
Company Guide - Mr. J.H. Prasad
YES!YAMAHA
THANK YOU
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