YAMAHA MOTORCYCLES
YAMAHA MOTORCYCLES
BANGLADESH
BANGLADESH
BRAND MANAGEMENT
CONTENTS
CONTENTS
Introduction
Overview of the Industry & Competition
Business Strategies of Yamaha
Brand Concept of Yamaha Motorcycles Bangladesh
Findings
Recommendations
OBJECTIVEOF
OBJECTIVE OFREPORT
REPORT
Analyzing the Brand Management of Yamaha
Motorcycles Bangladesh – ACI Motors Ltd.
ABOUTYAMAHA
ABOUT YAMAHA
BANGLADESH
BANGLADESH
ACI Motors launched in 2007
Distribute YAMAHA Motorcycles in BD from 2016
Sales and service center at 47 locations in BD
Hundreds of Authorized Parts Dealers
Logo&&Slogan
Logo Slogan
Logo Slogan
ProductsofofYAMAHA
Products YAMAHA
R15 V3 FZ V3 FZS V3 FZS V2
Saluto MT15 V3 RayZR NMax
DistributionChannel
Distribution Channel
Yamaha Motors India Yamaha
Motorcycles
Or Dealer
Bangladesh - ACI Retailer
Yamaha Motors Customer
Motors
Indonesia
Organization’s Hierarchy
Organization’s Hierarchy
Chairman
Executive
Director
Business
Manager
Brand Executive Brand Planning
(Activation) Executive (Planning)
SWOTAnalysis
SWOT Analysis
Strengths
Strengths
High quality products to exceed customer expectations
Attractive design and colors
Strong brand name all over the world as well as in Bangladesh
Availability of easy finance schemes from BRAC Bank or City Bank.
Low maintenance and low expenses per kilometer
Broad and intensive distribution network across the country.
SWOTAnalysis
SWOT Analysis
Weaknesses
Weaknesses
Yamaha has narrow product line in Bangladeshi market.
Few people are not satisfied with the mileage of the bikes.
Not giving promotional schemes for longer time periods.
Poor advertisement of the product.
SWOTAnalysis
SWOT Analysis
Opportunities
Opportunities
The Sales may be increased if advertisements are made more attracting to the
young generation.
Retailer’s motivation.
Demand is increasing with the time in the motorcycle segment.
Company can use YAMAHA brand image for advertising and attracting people.
The vast rural market is opportunity in waiting by catering to attractive financial
schemes.
SWOTAnalysis
SWOT Analysis
Threads
Threads
Low-end cars like are eating away the share of high-end motorcycle
manufacturers.
Bajaj and TVS are also producing same segment bikes at same price with
more powerful engine
Bajaj Pulsar is the strongest rival with high performance and frequent
variations and up gradations.
Different effective promotional schemes of competitors.
Competitors
Competitors
TVS Bangladesh
Hero Bangladesh
Bangladesh Honda Private Limited
Suzuki Bangladesh
Bajaj Bangladesh
Kawasaki Bangladesh
Runner Motorcycles
Walton Motorcycles
MarketShare
Market Share
Market Share
Walton
6%
Others
15% Dayang
8%
Walton Dayang
Bajaj TVS
Hero
18% Yamaha Hero
Others
Bajaj
33%
Yamaha
5%
TVS
15%
Blending Brand Concept with Yamaha
Blending Brand Concept with Yamaha
WhatisisBrand?
What Brand?
A brand is a name, symbol, logo, sign, or deign or
a combination of all of them, intended to identify
the goods or services of one seller or a group of
sellers and to differentiate them from those of
competitions.
Blending Brand Concept with Yamaha
Blending Brand Concept with Yamaha
Current Promotional Activities
Current Promotional Activities
Leaflet
Promotional Campaigns
Cashback Offer
Registration Fee Offer
T-shirt, Polo shirt and Key Ring
Free Service Campaign & Bikers Meet
Gift Items
Program Sponsorship
Newspaper Advertising
Social Events for Developments
Social Events for Developments
SalutoTest
Saluto TestRide
Ride
Social Events for Developments
ocial Events for Developments
RiddingSession
Ridding Session
Social Events for Developments
Social Events for Developments
GuinnessRecords
Guinness Recordsby
by
YAMAHA
YAMAHA
Social Events for Developments
Social Events for Developments
Yamaha Riding Fiesta
Yamaha Riding Fiesta
SocialEvents
Social Eventsfor
forDevelopments
Developments
Mothers’Day
Mothers’ Day
SocialEvents
Social Eventsfor
forDevelopments
Developments
Shopping Mall Activation
Shopping Mall Activation
SocialEvents
Social Eventsfor
forDevelopments
Developments
Valentine’s Day Program
Valentine’s Day Program
Findings
Findings
They are not using television media at present, but I think they should do it.
Cashback offer and Registration fee offer is continuing from 2016, which are
successful offers compared in comparison to others company offers company’s offer.
But customer interest its successful rate is decreasing day by day as customer’s are
losing interest seeing same thing again and again So, I think they should provide
a little bit different offer to their customer from next year.
They should do more CSR activities, which will help them to add more brand value.
Findings
Findings
They should increase budget for branding department which will be used
throughout the year except offer period. This will create a solid brand image
separated from offer period branding.
They should do some promotional activities which will introduce their brand in front
of rural people.
They should provide billboards in front of big shopping mall, Universities with their
name and logo, which will increase their brand awareness.
Recommendations
Recommendations
Yamaha should expand its FZ series. It should
promote newer models..
Yamaha should sponsor more youth festivals. It
should consider every contact point that can be made
with the youth.
Yamaha should also introduce bikes in the economical
range.
Yamaha should actively consider more brand
promotions. Yamaha lacks as far as brand promotion
is considered compared to other brands.
Recommendations
Recommendations
Yamaha bike price is high compared to TVS, Suzuki
and others. If Price reduce the sales volume on the
national scale will increase.
Company should focus more on after-sales service.
Proficient service will provide Yamaha a leading edge.
Yamaha should consider and project itself as a
service-oriented organization. Today consumers
demand effective and prompt continuous service.
Yamaha should meet and exceed this want of
consumers.
THANKYOU
THANK YOU
