FAILURE OF YO BYKES IN INDIAN MARKET

YOGESH CHEVALE 18

INRTODUCTION TO “YO BYKES”: ELECTROTHERM (India) Ltd was the 1st

company to launch Electric two-wheeler under the brand name of Yobykes

steel/alloy steel industry ( 1983) With more than 250 YOWorld and the

largest customer base of more than 85000 YObykes users, YObykes has redefined the electric

PRODUCTS

Yo Exl Yo Xplor Yo Style - Yo Electron .. Yo Spark Yo Smart Yo Speed

WHY PRODUCT FAILS IN THE MARKET

Battery Problem Unavailability Of Spare Parts Speed (Max 60) Few Service centre Body disassemble after some time due to

cracking joints ex headlamp box, under seat etc. Refuse to climb

LACK OF PROPER SERVICE

Case:- a man has purchased YO-EXL electric bike from

Veradale dealer for YO Bikes, Gujarat before one year. He was given two years warranty for the battery. Recently the battery is not getting full charge and the drive range is utmost 10 km. He have complained many times to the dealer. He understood the dealer has closed the dealership of Yo bikes. Now he has no one to complain and his bike is lying idle. He tried to complain YO bikes but no response from the customer care. He frustration grew due to insensitivity of YO bike service team and planning to file a case of YO BIKE company in consumer court.

SWOT ANALYSIS

STRENGTH:- Eco friendly(less noise, air pollution) No License and Registration Required

(in Selected Models) High Payload Capacity up to 130 kg Cheap Running and Maintenance Cost Sleek and Stylish Design Low Price No competitors

WEAKNESS:-

1. Battery problem2. Speed problem3. The scooters range is much less than claimed

by the company 4. Not only battery, Each and every part is very

costly compared to other Electrike bike vendors. Some parts are not available to purchase ( eg: head light bulb).

5. poor service

OPPORTUNITIES:-

Yo bikes have ability to turn automobile sector To offer an efficient, economical and eco friendly

future to the Indian transportation. This new Auto division will cater to the common

man's need for both individual and mass transportation.

To provide the futuristic driving solutions through unconventional, environment friendly, innovative yet reliable technology and enduring products.

THREATS:-

No effective advertisement Large no. of domestic competitors Lack of electricity Increasing cost of raw material

HOW IT CAN BE RE-LAUNCHED IN MARKET

Improve battery quality. Improve service center. Direct company contact. Change the logo(get ready to switch to a better way,

a green way). Promotion in ladies magazine, big bazaar, multiplex. Save money. Change Brand Ambassador. Advertising concentrated to family.