8/14/2019 Product Launching Strategy of Fusion Bike

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Projected By:-

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To launch a premium (250) segment bike which will compete against HeroHonda Karizma, Bajaj Pulsar & Yamaha YZ.

To launch a pro-biking experience which will not only provide customerswith good quality bikes, but also a professional biking experience.

Demand shift from scooters to motorcycles in the 1990s was without parallel

in any comparable product category in India.

Change in customers' preference towards fuel-efficient and aestheticallyappealing models, which scooter manufacturers failed to provide.

An estimated 60% of the demand for motorcycles comes from rural andsemi-urban customers.

Since the launch of karizma in June 2003 Hero Honda has been the only

bike manufacturer in the 220-250 cc segment enjoying the monopoly of this

space.

With the sales in this segment increasing by 4% every year and high profitmargins, launching a bike in this segment is the need of the hour.

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Market runs on high economies of scale and on high economies of scope.Need for technical expertise is high.Owning a strong distribution network is important and is very costly

Suppliers of auto components are fragmented and are extremely critical for this

industry since most of the component work is outsourced.

' Buyers in automobile market have more choice to choose from and the increasing

competition is driving the bargaining power of customers.

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Engine 250 cc single, 2 valve, 4 Stroke, EFI, aircooled

Bore x Stroke: 67 mm x 62.4 mm

Top speed 160 km/h (estimated)

Power 20 PS (15 kW; 20 hp)

Torque 19.13 Nm (14.11 lbft)

Transmission 5 speed manual sequential

Suspension Front: 37 mm telescopic hydraulic type

130 mm (5.1 in) travel

Rear: Ellipitical section swingarm with

twin hydraulic gas-charged shock

absorbers; 101 mm (4.0 in) travel

Brakes Front: 260mm disc

Rear: 230 mm disc

Tires Front: 90/90-17 tubeless

Rear: 120/80-17 tubeless

Weight Approx. 150 kilograms (330 lb)

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As 180-220cc bikes available in the market, their price range is 70,000/- to

80,000/-. And we are new in the market so we launch our bike at approximate

90,000/-. So we can stable in the market & compete our competitors.

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We will be using a youth celebrity or star as we understands that its thepeople of India and specifically the youth who will be using this bike and

therefore the advertisements are made keeping the youth in mind and

therefore all the advertisements campaigns will be youth oriented.

We also will promote its pro-biking concept by providing high qualityservices to its premium bike owners.

Geographical market segmentation will be done considering that this bike

will be for premium buyers who pay more emphasis to performance.

Secondly this bike will be higher on the price range in the lights of karizmaand will only be available through pro- biking showrooms which will be

company owned initially.

These pro-biking showrooms will only be opened in cities like Pune,Mumbai, Delhi, Banglore, Jaipur & Chennai.

New pro-biking showrooms will be opened by the coming in various othercities as per the demand from the cities.

Auto experts personal feel & experience - extensive testing on allconditions.

Assessments by all leading auto magazines.

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(.)Source of reassurance to customers.Building credibility around the product.Shootouts by auto-magazines with top ratings across, against leading

competitor brands.

Comparative test rides and sales training to all involved parties.Demonstrative method to show product benefits & superiorities.Customers personal feel of the bike during the sales talk.

One of the most important marketing strategies will be the launch of pro-bikingconcept in which professional biking showrooms will be opened, providing not

only premium bikes but value added services like dynamo test, online booking, and

performance parts for premium bikes, bike apparels and accessories. This biking

concept will be the first of its kind, revolutionalising the complete biking scene in

India.

Only in Pune(biking capital of India) and subsequently in other places mentioned

above.