Description
Imports and Marketing Strategies of two wheeler industry.
Index
• • • • Data – Sources and Assumptions Dataset used for the analysis Methodology Analysis
– For all bikes – For the “more-Indian” bikes
• Conclusion
Data – Sources and Assumptions
• Source for Technical specifications and prices of vehicles: Bike India Vol.5 Issue 001 (Aug ‘09)
• Source for 3-D Scatter applet:
http://www.doka.ch/Excel3Dscatterplot.htm
Data – Sources and Assumptions
• Assumption #1: Second hand motorcycle market is exclusive of the first hand market • Assumption #2: Choice of a 2wheeler is driven primarily by Price, Displacement and Mileage • Assumption #3: Grey Market for importing 2-wheelers is too small to create a dent
Dataset
• Data was collected for 71 geared front-engined motorcycles • All prices are OTR Pune • Top Speed in Km/hr • FT = Capacity of Fuel Tank in Litres • WB = Wheelbase in mm • SH = Saddle Height in mm • G = No. of Gears • WT = Kerb Weight in kgs • KMPL = Mileage in km/Litre • 0-60 = Acceleration (in secs)
Dataset - example
Methodology
• Distribution of models across Prices and Engine displacements are studied to identify price and power segments • Price, Displacement and Mileage are studied for all motorcycles sold in showrooms • Price, Displacement and Mileage are studied for only motorcycles produced in India
• Price, Displacement and Mileage are studied for Company-wise and Segmentwise distribution of motorcycles
Methodology
Formulae and Calculations • Kurtosis =
• Other Statistical details are calculated by using predefined functions in MS Excel.
Analysis
India, where 7 lakh bikes were sold in 2008-09, has 11 categories and 71 models while Japan, selling 65,000 bikes in 2008-09 has 6 categories and more than 110 models to choose from.
2000
1500
1000
500 Platina KS XCD 125 (ES) XCD 135 Drum,… Discover 135… Pulsar 150 Pulsar 200 Avenger 200 CD Deluxe Splendor Plus… Passion Plus Super Splendor Glamour Drum Achiever ES CBZ X-treme Shine KS,… Shine ES, Disc,… Stunner ES,… Stunner FI, ES,… CBR1000RR Mission 100 Electra 5S, ES LB 350 Heat Spokes Heat Drum GS 150 R Intruder… Start City ES,… Flame KS, Drum Flame ES, Disc RTR (Rear-disc) RTR 180 Alba ES Gladiator SS FZ-16 YZF R-15 Dis… MT01 0
Analysis – All Bikes
Analysis – All Bikes
Price (in Rs. Thousands)
Mean Standard Error Median Mode Standard Deviation Sample Variance Kurtosis Skewness Range Minimum Maximum Sum Count 164.90 41.71 54.71 44.58 351.48 123535.06 7.82 3.08 1410.80 35.20 1446.00 11708.05 71
X-axis: Price (in Rs. Thousands) Y-axis: Displacement (in cc) Z-axis: Mileage (in kmpl)
Analysis – Indian Bikes
Price (in Rs. Thousands) Mean Standard Error Median Mode Standard Deviation Sample Variance Kurtosis Skewness Range Minimum Maximum Sum Count 59.40 2.28 53.50 44.58 18.39 338.14 1.96 1.41 82.50 35.20 117.70 3861.05 65
X-axis: Price (in Rs. Thousands) Y-axis: Displacement (in cc) Z-axis: Mileage (in kmpl)
Analysis – Indian Bikes
Price (in Rs. Thousands)
Statistics Mean Standard Error Median Mode Standard Deviation Sample Variance Kurtosis Skewness Range Minimum Maximum Sum Count 59.40 2.28 53.50 44.58 18.39 338.14 1.96 1.41 82.50 35.20 117.70 3861.05 65
63 64 65 120.00 6162 60 100.00 59 58 57 80.00 56 55 60.00 54 40.00 53 52 20.00 51 50 49 48 47 46 45 44 43 42 41 40 39 3837 36 35 34
1
2 3 4 5 6
7
8
33 32 31
10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
9
Analysis – Indian Bikes
Displacement (in cc)
Statistics Mean Standard Error Median Mode Standard Deviation Sample Variance Kurtosis Skewness Range Minimum Maximum Sum Count 151.34 9.09 124.70 124.70 73.31 5374.06 9.05 2.87 401.80 97.20 499.00 9836.96 65
64 65 62 63 500 61 450 60 59 400 58 350 57 300 56 55 250 54 200 53 150 52 100 51 50 50 0 49 48 47 46 45 44 43 42 41 40 39 38 37 36 35 34
1
2 3 4 5
6
7
8
33 32
29 31 30
28
10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27
9
Analysis – Indian Bikes
Mileage (in kmpl)
Statistics Mean Standard Error Median Mode Standard Deviation Sample Variance Kurtosis Skewness Range Minimum Maximum Sum Count 59.79 1.51 61.00 68.50 12.19 148.52 -0.36 -0.55 47.63 33.12 80.75 3886.43 65
64 65 90 62 63 61 80 60 59 70 58 57 60 56 50 55 40 54 30 53 52 20 51 10 50 0 49 48 47 46 45 44 43 42 41 40 39 38 37 36 35 34
1
2 3 4 5
6
7
8
30 33 32 31
29
28
10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27
9
Analysis – Indian Bikes
600 Displacement (in cc) Mileage (in Kmpl) 50.00 100.00 150.00 500 400 300 200 100 0 Price (in Rs. thousands)
100
80 60 40 20 0 0 200 400 600 Displacement (in cc)
90 80 Mileage (in Kmpl) 70
60
50 40 30 20 10 0 50.00 100.00 150.00 Price (in Rs. thousands)
Company-wise Analysis
Company Bajaj Auto Hero Honda HMSI Royal Enfield Suzuki TVS Motors Yamaha Price (in Rs. Thousands) 57.30 52.94 57.76 103.14 51.15 56.15 61.48 Summary Displacement (in cc) 151.22 123.31 127.71 376.60 129.10 135.00 127.65 Mileage (in Kmpl) 58 65 68 35 63 59 58
Price (in Rs. Thousands) Mean Standard Error Median Mode Standard Deviation Sample Variance Kurtosis Skewness Range Minimum Maximum Sum Count 62.85 6.83 57.30 No duplicate data 18.08 326.93 6.25 2.46 51.98 51.15 103.14 439.92 7
Displacement (in cc) Mean Standard Error Median Mode Standard Deviation Sample Variance Kurtosis Skewness Range Minimum Maximum Sum Count 167.23 35.07 129.10 No duplicate data 92.77 8606.94 6.78 2.59 253.29 123.31 376.60 1170.60 7
Mileage (in Kmpl) Mean Standard Error Median Mode Standard Deviation Sample Variance Kurtosis Skewness Range Minimum Maximum Sum Count 58.07 4.09 59.24 No duplicate data 10.82 116.99 4.44 -1.95 32.87 35.16 68.02 406.48 7
Company-wise Analysis
400.00 350.00 300.00 250.00 Price (in Rs. Thousands) 200.00 150.00 100.00 50.00 Bajaj Auto Hero Honda HMSI Royal Enfield Suzuki TVS Motors Yamaha Displacement (in cc) Mileage (in Kmpl)
Segment-wise Analysis
Segment Commuter Mid-Segment Entry Race Developments Tourers
Commuter
Summary Price (in Rs. Thousands) Displacement (in cc) 45.35 110.43 58.88 136.56 78.07 180.72 95.61 329.26
Mid-Segment Racers
Mileage (in Kmpl) 67.21 61.69 47.36 36.61
Tourers
Mean Standard Error Median Mode Standard Deviation Sample Variance Kurtosis Skewness Range Minimum Maximum Sum Count
45.35 1.24 44.58 44.58 6.22 38.70 0.49 0.57 26.43 35.20 61.63 1133.70 25
Mean Standard Error Median Mode Standard Deviation Sample Variance Kurtosis Skewness Range Minimum Maximum Sum Count
58.88 1.53 57.35 #N/A 7.93 62.94 -0.75 0.51 28.30 46.82 75.12 1589.70 27
Mean Standard Error Median Mode Standard Deviation Sample Variance Kurtosis Skewness Range Minimum Maximum Sum Count
78.07 6.22 73.05 #N/A 15.25 232.45 5.50 2.32 40.25 68.56 108.81 468.41 6
Mean Standard Error Median Mode Standard Deviation Sample Variance Kurtosis Skewness Range Minimum Maximum Sum Count
95.61 6.37 98.91 #N/A 16.85 283.76 -1.68 -0.13 45.22 72.49 117.70 669.24 7
Above Statistics pertain to Prices (in Rs. Thousands) for the respective Segment
Segment-wise Analysis
350.00
300.00
250.00
200.00 Price (in Rs. Thousands)
Displacement (in cc)
150.00 Mileage (in Kmpl)
100.00
50.00
Commuter Mid-Segment Entry Race Developments Tourers
Conclusions
• Indian Bike Industry is highly commuter centric • Segmental segregation of bikes is a better method than company-wise segregation • Imports are more about brand management than eating into the bike market pie • Advertising is based on the USP of the segment rather than the company
Thank You
Group K2____________________________________________________________
Aditya Dixit | Anand Agrawal | Nayantara Maria Rodrigues | Shovan Kumar Kundu | Subhayu Roy
doc_327667942.pptx
Imports and Marketing Strategies of two wheeler industry.
Index
• • • • Data – Sources and Assumptions Dataset used for the analysis Methodology Analysis
– For all bikes – For the “more-Indian” bikes
• Conclusion
Data – Sources and Assumptions
• Source for Technical specifications and prices of vehicles: Bike India Vol.5 Issue 001 (Aug ‘09)
• Source for 3-D Scatter applet:
http://www.doka.ch/Excel3Dscatterplot.htm
Data – Sources and Assumptions
• Assumption #1: Second hand motorcycle market is exclusive of the first hand market • Assumption #2: Choice of a 2wheeler is driven primarily by Price, Displacement and Mileage • Assumption #3: Grey Market for importing 2-wheelers is too small to create a dent
Dataset
• Data was collected for 71 geared front-engined motorcycles • All prices are OTR Pune • Top Speed in Km/hr • FT = Capacity of Fuel Tank in Litres • WB = Wheelbase in mm • SH = Saddle Height in mm • G = No. of Gears • WT = Kerb Weight in kgs • KMPL = Mileage in km/Litre • 0-60 = Acceleration (in secs)
Dataset - example
Methodology
• Distribution of models across Prices and Engine displacements are studied to identify price and power segments • Price, Displacement and Mileage are studied for all motorcycles sold in showrooms • Price, Displacement and Mileage are studied for only motorcycles produced in India
• Price, Displacement and Mileage are studied for Company-wise and Segmentwise distribution of motorcycles
Methodology
Formulae and Calculations • Kurtosis =
• Other Statistical details are calculated by using predefined functions in MS Excel.
Analysis
India, where 7 lakh bikes were sold in 2008-09, has 11 categories and 71 models while Japan, selling 65,000 bikes in 2008-09 has 6 categories and more than 110 models to choose from.
2000
1500
1000
500 Platina KS XCD 125 (ES) XCD 135 Drum,… Discover 135… Pulsar 150 Pulsar 200 Avenger 200 CD Deluxe Splendor Plus… Passion Plus Super Splendor Glamour Drum Achiever ES CBZ X-treme Shine KS,… Shine ES, Disc,… Stunner ES,… Stunner FI, ES,… CBR1000RR Mission 100 Electra 5S, ES LB 350 Heat Spokes Heat Drum GS 150 R Intruder… Start City ES,… Flame KS, Drum Flame ES, Disc RTR (Rear-disc) RTR 180 Alba ES Gladiator SS FZ-16 YZF R-15 Dis… MT01 0
Analysis – All Bikes
Analysis – All Bikes
Price (in Rs. Thousands)
Mean Standard Error Median Mode Standard Deviation Sample Variance Kurtosis Skewness Range Minimum Maximum Sum Count 164.90 41.71 54.71 44.58 351.48 123535.06 7.82 3.08 1410.80 35.20 1446.00 11708.05 71
X-axis: Price (in Rs. Thousands) Y-axis: Displacement (in cc) Z-axis: Mileage (in kmpl)
Analysis – Indian Bikes
Price (in Rs. Thousands) Mean Standard Error Median Mode Standard Deviation Sample Variance Kurtosis Skewness Range Minimum Maximum Sum Count 59.40 2.28 53.50 44.58 18.39 338.14 1.96 1.41 82.50 35.20 117.70 3861.05 65
X-axis: Price (in Rs. Thousands) Y-axis: Displacement (in cc) Z-axis: Mileage (in kmpl)
Analysis – Indian Bikes
Price (in Rs. Thousands)
Statistics Mean Standard Error Median Mode Standard Deviation Sample Variance Kurtosis Skewness Range Minimum Maximum Sum Count 59.40 2.28 53.50 44.58 18.39 338.14 1.96 1.41 82.50 35.20 117.70 3861.05 65
63 64 65 120.00 6162 60 100.00 59 58 57 80.00 56 55 60.00 54 40.00 53 52 20.00 51 50 49 48 47 46 45 44 43 42 41 40 39 3837 36 35 34
1
2 3 4 5 6
7
8
33 32 31
10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
9
Analysis – Indian Bikes
Displacement (in cc)
Statistics Mean Standard Error Median Mode Standard Deviation Sample Variance Kurtosis Skewness Range Minimum Maximum Sum Count 151.34 9.09 124.70 124.70 73.31 5374.06 9.05 2.87 401.80 97.20 499.00 9836.96 65
64 65 62 63 500 61 450 60 59 400 58 350 57 300 56 55 250 54 200 53 150 52 100 51 50 50 0 49 48 47 46 45 44 43 42 41 40 39 38 37 36 35 34
1
2 3 4 5
6
7
8
33 32
29 31 30
28
10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27
9
Analysis – Indian Bikes
Mileage (in kmpl)
Statistics Mean Standard Error Median Mode Standard Deviation Sample Variance Kurtosis Skewness Range Minimum Maximum Sum Count 59.79 1.51 61.00 68.50 12.19 148.52 -0.36 -0.55 47.63 33.12 80.75 3886.43 65
64 65 90 62 63 61 80 60 59 70 58 57 60 56 50 55 40 54 30 53 52 20 51 10 50 0 49 48 47 46 45 44 43 42 41 40 39 38 37 36 35 34
1
2 3 4 5
6
7
8
30 33 32 31
29
28
10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27
9
Analysis – Indian Bikes
600 Displacement (in cc) Mileage (in Kmpl) 50.00 100.00 150.00 500 400 300 200 100 0 Price (in Rs. thousands)
100
80 60 40 20 0 0 200 400 600 Displacement (in cc)
90 80 Mileage (in Kmpl) 70
60
50 40 30 20 10 0 50.00 100.00 150.00 Price (in Rs. thousands)
Company-wise Analysis
Company Bajaj Auto Hero Honda HMSI Royal Enfield Suzuki TVS Motors Yamaha Price (in Rs. Thousands) 57.30 52.94 57.76 103.14 51.15 56.15 61.48 Summary Displacement (in cc) 151.22 123.31 127.71 376.60 129.10 135.00 127.65 Mileage (in Kmpl) 58 65 68 35 63 59 58
Price (in Rs. Thousands) Mean Standard Error Median Mode Standard Deviation Sample Variance Kurtosis Skewness Range Minimum Maximum Sum Count 62.85 6.83 57.30 No duplicate data 18.08 326.93 6.25 2.46 51.98 51.15 103.14 439.92 7
Displacement (in cc) Mean Standard Error Median Mode Standard Deviation Sample Variance Kurtosis Skewness Range Minimum Maximum Sum Count 167.23 35.07 129.10 No duplicate data 92.77 8606.94 6.78 2.59 253.29 123.31 376.60 1170.60 7
Mileage (in Kmpl) Mean Standard Error Median Mode Standard Deviation Sample Variance Kurtosis Skewness Range Minimum Maximum Sum Count 58.07 4.09 59.24 No duplicate data 10.82 116.99 4.44 -1.95 32.87 35.16 68.02 406.48 7
Company-wise Analysis
400.00 350.00 300.00 250.00 Price (in Rs. Thousands) 200.00 150.00 100.00 50.00 Bajaj Auto Hero Honda HMSI Royal Enfield Suzuki TVS Motors Yamaha Displacement (in cc) Mileage (in Kmpl)
Segment-wise Analysis
Segment Commuter Mid-Segment Entry Race Developments Tourers
Commuter
Summary Price (in Rs. Thousands) Displacement (in cc) 45.35 110.43 58.88 136.56 78.07 180.72 95.61 329.26
Mid-Segment Racers
Mileage (in Kmpl) 67.21 61.69 47.36 36.61
Tourers
Mean Standard Error Median Mode Standard Deviation Sample Variance Kurtosis Skewness Range Minimum Maximum Sum Count
45.35 1.24 44.58 44.58 6.22 38.70 0.49 0.57 26.43 35.20 61.63 1133.70 25
Mean Standard Error Median Mode Standard Deviation Sample Variance Kurtosis Skewness Range Minimum Maximum Sum Count
58.88 1.53 57.35 #N/A 7.93 62.94 -0.75 0.51 28.30 46.82 75.12 1589.70 27
Mean Standard Error Median Mode Standard Deviation Sample Variance Kurtosis Skewness Range Minimum Maximum Sum Count
78.07 6.22 73.05 #N/A 15.25 232.45 5.50 2.32 40.25 68.56 108.81 468.41 6
Mean Standard Error Median Mode Standard Deviation Sample Variance Kurtosis Skewness Range Minimum Maximum Sum Count
95.61 6.37 98.91 #N/A 16.85 283.76 -1.68 -0.13 45.22 72.49 117.70 669.24 7
Above Statistics pertain to Prices (in Rs. Thousands) for the respective Segment
Segment-wise Analysis
350.00
300.00
250.00
200.00 Price (in Rs. Thousands)
Displacement (in cc)
150.00 Mileage (in Kmpl)
100.00
50.00
Commuter Mid-Segment Entry Race Developments Tourers
Conclusions
• Indian Bike Industry is highly commuter centric • Segmental segregation of bikes is a better method than company-wise segregation • Imports are more about brand management than eating into the bike market pie • Advertising is based on the USP of the segment rather than the company
Thank You
Group K2____________________________________________________________
Aditya Dixit | Anand Agrawal | Nayantara Maria Rodrigues | Shovan Kumar Kundu | Subhayu Roy
doc_327667942.pptx