Transcript pomarketing-abdul-ghani-shahzaib

Marketing plan for new product
Submitting to Sir Waqas Mazhar
16FMBA2E006
Company History:
Yamaha Motor Pakistan (abbreviated as YMPK) is a 100% subsidiary
of Yamaha Motor Co., Ltd. YMPK is the sole manufacturer and
distributor of Yamaha Brand Motorcycles in Pakistan, established in
Mar 2013.
The company is registered with the Ministry of Commerce for
assembling, manufacturing, marketing, distributing, selling and/or
servicing Yamaha Motor Pakistan (Pvt) Ltd brand motorcycles and
their parts and accessories in Pakistan.
Mission Statement:
“Yamaha Motor Pakistan (Pvt) Ltd strives to realize everyone’s
dreams with ingenuity and passion, and to sustain its position as
a company people look to for the next exciting product or
concept that provides exceptional value and deep
satisfaction.”
Key competitors: DYL, Honda, Suzuki,
Characteristics of YAMAHA ’s
motorcycle
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YAMAHA has a reputation of making well–designed
and personalized motorcycles that are universally
accepted. Behind the characteristics is the
YAMAHA’s effort to identify customer’s need and
create original parts adjusting to each motorcycle
model.
Furthermore, the motorcycles use adjustable parts to
enable riders to customize their own motorcycles.
These features are inherited from the former
YAMAHA’s company spirit, “adjust the instruments to
people”
These unique characteristics push YAMAHA motor
forward to the second largest motorcycle company
after Honda.
•We are…
•Supplying advanced products that increase customer satisfaction and offer superior
performance, design and quality.
•Promoting production and development technologies that help enhance Pakistan’s
international competitiveness.
•Developing human resources, job opportunities, and business leaders in Pakistan.
Threat of Entry: Low. High Brand
Awareness, economies of scale.
Industry Rivalry:
Supplier Power:
Auto parts are available
throughout
High
Medium.
Products are interchangeable
Few established
competitors
Substitutes: Medium. Other
extreme sports such as mountain
biking, climbing, etc
Buyer Power: Medium.
product sold through
smaller retailers with
limited bargain.
Strengths:
Good quality
Long life engine
High mileage
Unique product offering
Technology
Style
Brand
Weaknesses:
Wrong focus segment
Emphasis on value for money
Wrong trend
Opportunities:
Innovation
Increased product quality
Product for rural areas
Big market (domestically &
globally)
Threats:
Competition
Government Laws
Strength
Yamaha has good quality motor bikes. Their bikes engine are long lasting
and fuel efficient. They uses Japanese technology for their products. They
offers unique products to market. They have different styles of product and
they are known for their brand image in motor biking industry.
Weakness
They were previously focus on wrong segments. They emphasis on
manufacturing value for money products. The trend on focusing on rural
industry was wrong.
Opportunity
They have innovated opportunity to launch their new products. They have
increased quality products like R15 and FZ16. They have opportunity to rule
for urban as well as rural areas. They have big market opportunity
domestic and internationally.
Threat
Yamaha have lots of threat from their competition. Yamaha is wary of
competition from the well entrenched players but hopes to counter the
competition through its unique product offering.
Number in 000
1800
1,637
Motorcycles
1600
1400
1,362
1200
1,058
1000
752
800
1,650
977
840
570
600
371
400
109
200
121
175
0
2000-01 2001-02 2002-03 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09 2009-10 2010-11 2011-12
Products
Motorcycle
2001-02
2005-06 2006-07
2007-08
137,273
751,379
1,058,109 976,842 1,380,184 1,600,781 1,640,205
839,850
2008-09
2009-10 2010-11 2011-12
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Segment: Youth of the Nation
Size: 60% population of the country
Growth rate: High growth rate expected
Access to segment: accessible
Geographic concentration: Urban Areas
Emotional motives: high
Company fit & ease of business
Other business opportunities provided by the
segment: immersion in extreme-sports!
Demographics
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most riders are 18-to-40-year-olds
Geographic targeting: Pakistan (30 Divisions, 130 Districts)
Social/cultural influences
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inspired by sport bikes
came to rebel the more sophisticated way of riding
Purchasing behavior: high appealing durable good
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less frequent purchases
greater consumer investment
more intensive market selling
Yamaha provides functionality, durability and high quality
 associated with active, healthy lifestyle
 brand extension opportunity: positive consumer
expectations, retailer support, leverage current brand
awareness, and reduced cost of the launch campaign
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Create the perception of high-tech value-added product
 Association with Yamaha Global
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Product
This is the most important thing in the mix, the physical product or the service that
the entity is offering for sale to the public. We will need to market this to the
customers by telling them the unique features and benefits the product has to offer
as Yamaha did most of the time when its value for money they emphasis on that,
when it’s about looks and image they shows that as well.
Price
This is the price or amount that the customer needs to giveaway in exchange of the
product or service we are offering. Marketing strategy will need to ensure that
people will get the perceived value as greater than the price they will need to
giveaway. Yamaha give the price of normal bikes and gave the looks of superbikes.
Placement
Placement or distribution, we will need to spell out where the product or service is
available. This may either be online or offline, we will need to inform the public
where the products may be available. Yamaha places their products in showrooms
as well their full descriptive images online.
Promotion
We will need to promote the product or service whether online of offline. Online
marketing makes it cheaper to conduct promotions and reach as many people as
possible. Yamaha mostly uses brand ambassadors for the products and also
promotes in motorcading.
The next three P's
People
In order for any marketing activity to be effective, to will need to train and motivate
the people to do their job. The people that delivers the product or service and
those that come in between the customer and the manufacturer needs to know
their job for the strategy to work. People may also refer to the customers who will
need to buy our products, they are very important to be considered in the
development of our marketing strategy. Yamaha trained their people on routine
intervals so they can get the best out of them.
Process
Customer satisfaction is one of the most important roles of marketing. If we can
follow the process of delivering high quality service or products to the customers,
our marketing efforts will never be wasted. As Yamaha did uses the process and
deliver the right product on right time.
Physical evidence
Online, it is difficult for the customer to know how the product is going to benefit
them. Thus, we will need to create an element by which the customer will be able
to feel, taste and smell the product or experience the service. We can do reports
and articles that will excite the customers about the product and the service.
Yamaha shows the physical evidence of their products in commercials, movies and
road shows.
Heavy Bikes
Sports and Hi Tech Motorcycles
high speed and agility;
Competitive prices and features..