Description
Current market has low power and standard mileage (average of 40 kmpl) scooters
Lack of high power, high weight, lower ‘handling’ rating vehicle
Increased power means higher speed, better riding experience, and similar mileage of 35 kmpl
Identify factors that influence customer’s buying decision
Identify industry offerings and products’ positioning
Perform gap analysis to understand potential gaps for future by projecting customer’s needs vs. industry offerings.
Recommend new models for the future based on gap analysis
Understand socio-economic trends and customer behavior to develop future industry view
Industry product comparisons and where TVS stands
Subject / Date Slide 1
Customer Segmentation: Insights into Prevailing Trends
and
Strategy for Future
Project Team:
Aditya Ghamande
Kongpon Kijnum
Spenser Slaton
Project entor:
!aidyanathan S" Iyer
Subject / Date Slide 2
• Project Goals
• Our Approach
• Industry analysis and brand positioning in industry
• Future Opportunities & Recommendations
• Hypothesis: Where !" is and #ay $or#ard
• %uestion & Ans#ers
Today#s Agenda
Subject / Date Slide 3
• Identi$y $actors that in$luence customer&s buying decision
• Identi$y industry o$$erings and products& positioning
• Per$orm gap analysis to understand potential gaps $or $uture by projecting customer&s
needs 's( industry o$$erings(
• Recommend ne# models $or the $uture based on gap analysis
• )nderstand socio*economic trends and customer beha'ior to de'elop $uture industry 'ie#
• Industry product comparisons and #here !" stands
Project Goals
Subject / Date Slide 4
$ur Approach
• Find out $actors that in$luence customer&s buying decision:
• +ileage
• "tyle
• Po#er
• ,rand
• Handling
• Price
• Plot the combination o$ parameters $or t#o #heelers $rom each manu$acturer
• Per$orm gap analysis to understand potential gaps in industry o$$ering
• Recommend $uture motorcycle model based on gap analysis
"ource: -ompany Reports .!" -ustomer Inter'ie# /ata0
Subject / Date Slide 5
%efining Style of otorcycle and Scooters
• "eat: Flat
• 12haust: "traight
• an3: "imple
• 4o /isc ,ra3es
• Head 5ight
Assembly: "imple
• "eat: /eep cur'e
• 12haust:
Angle6-hrome
• an3: 5arge &
-hiseled
• /isc bra3e &
1ngine: 5arge
• Head 5ight
Assembly:
-hiseled and
cur'ed
• "eat: /eep cur'e
• 12haust:
Angle6-hrome
• an3: -hiseled
• Wheels: /isc bra3e
• Head 5ight
Assembly: -hiseled
and cur'ed
• "eat: "o$t cur'e
• 12haust: "light
angle
• an3: "imple
• 4o /isc ,ra3es
• Head 5ight
Assembly: "lightly
cur'ed
• "eat: /eep cur'e
• 12haust: 7
Angled pipes
• an3: 5arge &
-hiseled
• /isc bra3es &
1ngine: Huge
• Head 5ight
Assembly:
"tylish8 -hiseled
and cur'ed
/o#n*to*earth
"incere 6
-heer$ul
-ompetent 6
"uccess$ul
"ophisticated
Freedom 6
12citement
Generic
/aring
12citing -on'entional
5u2ury
Flashy
1 2 2.8 3.3
4
5 3
Subject / Date Slide 6
%efining Style of otorcycle and Scooters
Subject / Date Slide 7
%efining &andling'Comfort of otorcycle ( Scooter
)eight Gearless Geared
5ess than 99: ;G < =
99: > 9?: ;G @ ?
9?: > 9A: ;G A 7
+ore than 9A: ;G B 9
• A 'ehicle #ith lo# #eight is easy to handle on roads
• A 'ehicle #ithout gear is easy to ride on roads
Subject / Date Slide 8
Current Industry state *ased on ultiple
%imension Plots
Subject / Date Slide 9
+" &igh Po,er Scooter
Current Situation
•-urrent mar3et has lo# po#er and standard
mileage .a'erage o$ =: 3mpl0 scooters
•5ac3 o$ high po#er8 high #eight8 lo#er
Chandling& rating 'ehicle
•Increased po#er means higher speed8
better riding e2perience8 and similar mileage
o$ ?B 3mpl
Plot and opportunity -.planation
• Abo'e plot portrays that mar3et does not ha'e high po#er
scooters #ith CHandling& rating bet#een = and <
• We recommend !" to come up #ith ne# high po#er scooter
Subject / Date Slide 10
Product Characteristics
• Weight: 9?: > 9A: ;G .Higher than "uDu3i Access0
• Po#er: more than 9: ;W
• Higher #eight means lo#er handling rating o$ A
• Price: A:8::: * AB8::: .,ased on comparison #ith "uDu3i Access0
• +ileage: Around =: 3mpl .o satis$y a'erage mileage reEuirement0
• "tyle: Higher than ?(BF 5arge body siDe8 large and inclined e2haust pipe8 and
'isible engineF hese parameters signi$y higher style ratings
Target Customers
• ,ased on our analysis o$ current sales data8 !" can target customersG #ho are:
• In the age group o$ 9B*?:
• 1arn more than I4R 7B8::: monthly income
• Are sel$*employed
G4ote: hese customers bought scooters #ith po#er rating o$ more than A ;W
Subject / Date Slide 11
Product !isuali/ation
Subject / Date Slide 12
Current Situation
• High Po#er bi3es that are 'ery stylish targeted
to#ard high end customers(
• 4o High po#er generic6con'entional loo3ing
motorcycle $or mainstream a'erage customers
Introduce ordinary
motorcycle with
high power
Plot and opportunity -.planation
• Abo'e plot portrays that there is no high po#er motorcycle #ith a lo# style
Euotient(
• We recommend !" to come up #ith ne# motorcycle that is e2tremely
po#er$ul but #ith lo#er style rating
0" &igh Po,er Conventional otorcycle
Subject / Date Slide 13
Product Characteristics
• "tyle rating bet#een 9 and 7:
• "eating: "ome so$t cur'es in the seating $or ne# bi3e
• "lightly inclined but bigger e2haust pipe to signal high po#er motorcycle
• "imple tan3 and $ront mirror assembly
• Weight: High .,et#een 97B to 9?: ;G0
• Po#er: Around 9: ;W
• /isplacement: 9B:*9 AB8:::
• +ileage: Around BB 3mpl
Target Customers
•,ased on our analysis o$ current sales data8 !" can target customersG #ho are:
• In the age group o$ ?:*=B
• 1arn more than I4R 7B8::: monthly income
• Are sel$*employed
G4ote: hese customers bought scooters #ith po#er rating o$ more than 9: ;W
Subject / Date Slide 14
Product !isuali/ation
Subject / Date Slide 15
Current Situation
• High Po#er8 high style motorcycles that
pro'ide lo# mileage
• 1ngineering tradeo$$: Higher po#er bi3es
cannot gi'e high mileage(
• High in'estment reEuired $or lo# po#er
bi3es that pro'ide e2tremely high mileage
• 4eed e2ists: -ustomers thin3 mileage and
acEuisition cost #hile buying motorcycles(
Plot and opportunity -.planation
• Abo'e plot portrays that there is no motorcycle or scooter #ith e2tremely high mileage(
• We recommend !" to come up #ith ne# motorcycle that is po#er$ul but gi'es higher
mileage compared to that gi'en by current motorcycles(
Introduce
motorcycle with
high mileage
1" &y*rid otorcycle or Scooter
Subject / Date Slide 16
Product Characteristics
• +ileage: +ore than H: 3mpl .-ompared to A:;
Po#er: 9::cc > 9B:cc
Weight:9::3g > 9=:3g
067 Represent Premium &
High Po#er bi3es
Subject / Date Slide 25
otorcycle Segment: Competitor Positioning
T!S &ero &onda 8ajaj
I o$ ,i3es ? = = A
+onthly -ompany "ales B:; =::; 9::; 7::;
Close up Comparison
8rand otorcycle 9ame Sales Style ileage %isplacement
8ajaj Platina 9:: -- ?B; 9(< @7(B HH(7@
&ero Hero -/ /elu2e6/a#n
Current market has low power and standard mileage (average of 40 kmpl) scooters
Lack of high power, high weight, lower ‘handling’ rating vehicle
Increased power means higher speed, better riding experience, and similar mileage of 35 kmpl
Identify factors that influence customer’s buying decision
Identify industry offerings and products’ positioning
Perform gap analysis to understand potential gaps for future by projecting customer’s needs vs. industry offerings.
Recommend new models for the future based on gap analysis
Understand socio-economic trends and customer behavior to develop future industry view
Industry product comparisons and where TVS stands
Subject / Date Slide 1
Customer Segmentation: Insights into Prevailing Trends
and
Strategy for Future
Project Team:
Aditya Ghamande
Kongpon Kijnum
Spenser Slaton
Project entor:
!aidyanathan S" Iyer
Subject / Date Slide 2
• Project Goals
• Our Approach
• Industry analysis and brand positioning in industry
• Future Opportunities & Recommendations
• Hypothesis: Where !" is and #ay $or#ard
• %uestion & Ans#ers
Today#s Agenda
Subject / Date Slide 3
• Identi$y $actors that in$luence customer&s buying decision
• Identi$y industry o$$erings and products& positioning
• Per$orm gap analysis to understand potential gaps $or $uture by projecting customer&s
needs 's( industry o$$erings(
• Recommend ne# models $or the $uture based on gap analysis
• )nderstand socio*economic trends and customer beha'ior to de'elop $uture industry 'ie#
• Industry product comparisons and #here !" stands
Project Goals
Subject / Date Slide 4
$ur Approach
• Find out $actors that in$luence customer&s buying decision:
• +ileage
• "tyle
• Po#er
• ,rand
• Handling
• Price
• Plot the combination o$ parameters $or t#o #heelers $rom each manu$acturer
• Per$orm gap analysis to understand potential gaps in industry o$$ering
• Recommend $uture motorcycle model based on gap analysis
"ource: -ompany Reports .!" -ustomer Inter'ie# /ata0
Subject / Date Slide 5
%efining Style of otorcycle and Scooters
• "eat: Flat
• 12haust: "traight
• an3: "imple
• 4o /isc ,ra3es
• Head 5ight
Assembly: "imple
• "eat: /eep cur'e
• 12haust:
Angle6-hrome
• an3: 5arge &
-hiseled
• /isc bra3e &
1ngine: 5arge
• Head 5ight
Assembly:
-hiseled and
cur'ed
• "eat: /eep cur'e
• 12haust:
Angle6-hrome
• an3: -hiseled
• Wheels: /isc bra3e
• Head 5ight
Assembly: -hiseled
and cur'ed
• "eat: "o$t cur'e
• 12haust: "light
angle
• an3: "imple
• 4o /isc ,ra3es
• Head 5ight
Assembly: "lightly
cur'ed
• "eat: /eep cur'e
• 12haust: 7
Angled pipes
• an3: 5arge &
-hiseled
• /isc bra3es &
1ngine: Huge
• Head 5ight
Assembly:
"tylish8 -hiseled
and cur'ed
/o#n*to*earth
"incere 6
-heer$ul
-ompetent 6
"uccess$ul
"ophisticated
Freedom 6
12citement
Generic
/aring
12citing -on'entional
5u2ury
Flashy
1 2 2.8 3.3
4
5 3
Subject / Date Slide 6
%efining Style of otorcycle and Scooters
Subject / Date Slide 7
%efining &andling'Comfort of otorcycle ( Scooter
)eight Gearless Geared
5ess than 99: ;G < =
99: > 9?: ;G @ ?
9?: > 9A: ;G A 7
+ore than 9A: ;G B 9
• A 'ehicle #ith lo# #eight is easy to handle on roads
• A 'ehicle #ithout gear is easy to ride on roads
Subject / Date Slide 8
Current Industry state *ased on ultiple
%imension Plots
Subject / Date Slide 9
+" &igh Po,er Scooter
Current Situation
•-urrent mar3et has lo# po#er and standard
mileage .a'erage o$ =: 3mpl0 scooters
•5ac3 o$ high po#er8 high #eight8 lo#er
Chandling& rating 'ehicle
•Increased po#er means higher speed8
better riding e2perience8 and similar mileage
o$ ?B 3mpl
Plot and opportunity -.planation
• Abo'e plot portrays that mar3et does not ha'e high po#er
scooters #ith CHandling& rating bet#een = and <
• We recommend !" to come up #ith ne# high po#er scooter
Subject / Date Slide 10
Product Characteristics
• Weight: 9?: > 9A: ;G .Higher than "uDu3i Access0
• Po#er: more than 9: ;W
• Higher #eight means lo#er handling rating o$ A
• Price: A:8::: * AB8::: .,ased on comparison #ith "uDu3i Access0
• +ileage: Around =: 3mpl .o satis$y a'erage mileage reEuirement0
• "tyle: Higher than ?(BF 5arge body siDe8 large and inclined e2haust pipe8 and
'isible engineF hese parameters signi$y higher style ratings
Target Customers
• ,ased on our analysis o$ current sales data8 !" can target customersG #ho are:
• In the age group o$ 9B*?:
• 1arn more than I4R 7B8::: monthly income
• Are sel$*employed
G4ote: hese customers bought scooters #ith po#er rating o$ more than A ;W
Subject / Date Slide 11
Product !isuali/ation
Subject / Date Slide 12
Current Situation
• High Po#er bi3es that are 'ery stylish targeted
to#ard high end customers(
• 4o High po#er generic6con'entional loo3ing
motorcycle $or mainstream a'erage customers
Introduce ordinary
motorcycle with
high power
Plot and opportunity -.planation
• Abo'e plot portrays that there is no high po#er motorcycle #ith a lo# style
Euotient(
• We recommend !" to come up #ith ne# motorcycle that is e2tremely
po#er$ul but #ith lo#er style rating
0" &igh Po,er Conventional otorcycle
Subject / Date Slide 13
Product Characteristics
• "tyle rating bet#een 9 and 7:
• "eating: "ome so$t cur'es in the seating $or ne# bi3e
• "lightly inclined but bigger e2haust pipe to signal high po#er motorcycle
• "imple tan3 and $ront mirror assembly
• Weight: High .,et#een 97B to 9?: ;G0
• Po#er: Around 9: ;W
• /isplacement: 9B:*9 AB8:::
• +ileage: Around BB 3mpl
Target Customers
•,ased on our analysis o$ current sales data8 !" can target customersG #ho are:
• In the age group o$ ?:*=B
• 1arn more than I4R 7B8::: monthly income
• Are sel$*employed
G4ote: hese customers bought scooters #ith po#er rating o$ more than 9: ;W
Subject / Date Slide 14
Product !isuali/ation
Subject / Date Slide 15
Current Situation
• High Po#er8 high style motorcycles that
pro'ide lo# mileage
• 1ngineering tradeo$$: Higher po#er bi3es
cannot gi'e high mileage(
• High in'estment reEuired $or lo# po#er
bi3es that pro'ide e2tremely high mileage
• 4eed e2ists: -ustomers thin3 mileage and
acEuisition cost #hile buying motorcycles(
Plot and opportunity -.planation
• Abo'e plot portrays that there is no motorcycle or scooter #ith e2tremely high mileage(
• We recommend !" to come up #ith ne# motorcycle that is po#er$ul but gi'es higher
mileage compared to that gi'en by current motorcycles(
Introduce
motorcycle with
high mileage
1" &y*rid otorcycle or Scooter
Subject / Date Slide 16
Product Characteristics
• +ileage: +ore than H: 3mpl .-ompared to A:;
Po#er: 9::cc > 9B:cc
Weight:9::3g > 9=:3g
067 Represent Premium &
High Po#er bi3es
Subject / Date Slide 25
otorcycle Segment: Competitor Positioning
T!S &ero &onda 8ajaj
I o$ ,i3es ? = = A
+onthly -ompany "ales B:; =::; 9::; 7::;
Close up Comparison
8rand otorcycle 9ame Sales Style ileage %isplacement
8ajaj Platina 9:: -- ?B; 9(< @7(B HH(7@
&ero Hero -/ /elu2e6/a#n