PREFACE[/b]
India is the second largest manufacturer of two-wheelers in the world. It stands next only to Japan and China in terms of the number of two-wheelers produced and sold respectively.
Ø To know the rural market.
Ø To know the strategy of marketing in rural areas.
Ø To see the demand of the rural consumers.
Ø To get experience by marketing our own product in rural market.
Ø To see the competition in the rural market.
Ø To see the different markets available for the TWO WHEELER.
One of the important reasons behind choosing the Launch of Bikes is being increasingly used by youngsters/bachelors in Rural areas and by rural folk as a sturdy means of personal transportation. Bigger wheels, better road grip, higher ground clearance, power, fuel efficiency, low maintenance cost are the major attraction of this segment. There are no signs of a reversal in the growing consumer preference for motorcycles to scooters. As a result, motorcycles now constitute about 69 per cent of the total two-wheeler sales volumes. Riding comfort, better control and superior mileage have attracted consumers to motorcycles. The rural market of India is large and scattered in the sense that it consist of over 63 crore consumers from 5,76,000 villages spread throughout the country. Therefore, as there is wider scope for this product in the Rural Areas. I thought this is the best product to be chosen for Rural Marketing.
Overview[/b]
The Indian rural market with its vast size and demand base offers great opportunities to marketers. Two-thirds of countries consumers live in rural areas and almost half of the national income is generated here. It is only natural that rural markets form an important part of the total market of India. Our nation is classified in around 450 districts, and approximately 630000 villages, which can be sorted in different parameters such as literacy levels, accessibility, income levels, penetration, distances from nearest towns, etc.
India is the second largest manufacturer of two-wheelers in the world. It stands next only to Japan and China in terms of the number of two-wheelers produced and sold respectively. India is one of the very few countries manufacturing three wheelers in the world. It is the world's largest manufacturer and seller of three-wheelers.
India’s automobile sector consists of the passenger cars and utility vehicles, commercial vehicle, two wheelers and tractors segment. The total market size of the auto sector in India is approximately Rs 540 billion and has been growing at around 8 percent per annum for the last few years.
Since the last four to five years, the two wheelers segment has driven the overall volume growth on account of the spurt in the sales of motorcycles.
The automobile industry is fairly concentrated, as in most of the segments two to three players have cornered a major chunk of the total sales. For instance, in the two wheelers segment, the sales volumes of Hero Honda, Bajaj Auto and TVS Motors constitute around 80 percent of the total sales. The auto components industry on the other hand is highly fragmented, though there are dominant players in some of the critical segments.
Given the high growth expectations and a liberal government policy, the investment potential in the India auto sector is huge. CRIS INFAC is forecasting around 10% in two wheelers. In the next 2-3 years, the two-wheeler industry is expected to attract investment amounting to Rs 10 billion. The expected rise in income levels, wide choice of models and easy availability of finance at low interest rates will drive growth in, two wheelers growth, which is likely to marginally slow down, but still grow at an average annual growth rate of around 16%.
Two wheelers are the entry level personal transport vehicles for a very large percentage of India’s population. Their low price and operating costs relative to cars make it an ideal buy for almost 40 per cent of India’s households. The poor state of public transport in India and the increasing urbanization are also contributors to demand for 2-wheelers. The improved ruggedness of motorcycles has increased its penetration in rural markets.
Brand name of the product[/b]
Brand name for my product is Tarzan…[/b]
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Design model[/b]
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The new Taarzan offers an ideal combination of economy, performance and style. Powered by the 100 cc K-Tec engine the Taarzan delivers an unbeatable combination of power with 100-kmpl fuel-efficiency in standard test conditions. The full flow design with attractive contoured tank and panels, aluminum die-cast grab-rail, optoprism headlamp promises to make the style leader in the 100 cc category as well.
The transmission is 4-speed foot-shift while the frame is a semi-double tubular cradle. It also has convenience features of a fuel gauge, an ignition-cum-steering lock and lockable side cover and seat. The bikes could have place to keep stuff, as in when they are going to their fields i.e farmers, they can carry little stuffs in that like their lunch boxes and all.
Features of Taarzan[/b]
[/b]
Ø Engine features unique construction enables it to offer loads of low-end torque.
Ø The 3.0X18 rear tyre will offer better road grip, especially if you have to tackle a number of hairpin bends.
Ø Offers styling and fit-and-finish quality, which are on a par with other bikes in the same class.
Ø 100cc engine that pumps out 8.1bhp of peak power, the Tarzan can potentially suit your usage pattern..
Ø 100cc two-wheeler segment, which bike generates more power and is preferable for use in both hilly terrain as well as regular city riding.
Low-end torque enhances the bike's performance, and results in a reduction in the number of times that a lower gear needs to be engaged, and eventually shows up in higher mileage numbers., which attracts more rural buyers.
The tag line of Taarzan Ltd. is “Sapney sach ho jaye.....”.[/b]
Business strategy
Our business strategy will include the determination of the most beneficial product market in term of establishing itself in this new product segment. The most important factor for the success of Taarzan auto Ltd. brand is the perception of the consumer and to what extent it can build a positive image in the consumer’s mind. The intensity of the business environment, the sustainable competitive advantage of a quality product will give it a strong base to build the market.
It is important for us to adopt a different strategy for the Indian market since it is composed of quality buyers as well as those who will buy for their family. Thus, we shall introduce some new strategies so as to establish our self in the Indian market and develop a strong customer base.
The concept is to make the product different from those of its competitor. When we look at the Indian two wheeler market we see that the leaders Hero Honda has constantly maintained its market leadership by constantly differentiating on the basis of newer products, newer slogans like “Jet Set Go”
And coming up with line extensions with regular frequency. The only alternative for taarzan Ltd. to survive in this industry will be to differentiate itself. This differentiation could be on the basis of the marketing mix. (Product, Price, Promotion, Place) Thus, as per the different factors of marketing mix 4 Different strategies are made to market in the developing cities in India.
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[/b]
USP- Unquique Selling Proposition[/b]
[/b]
Taarzan Auto Ltd has developed a bike that will meet the utility and asp rational needs of the youth in semi-urban and rural India and be easy on their pockets too.
The 100 cc bikes, which is being test-marketed in pockets of Maharashtra now, will have as its USP a price tag that will be under Rs 30,000, targeting the consumer base of age group 18-40. The only company to sell a motorcycle under that price level.
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[/b]
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[/b]
Product Based Marketing Strategy[/b]
A. [/b]Product Quality:
The company will put forward itself to the customer as a product of superior quality with features like eco-friendly, no harmful gas emission because it is totally battery operated and at a reasonable price. The company will adopt a twofold strategy. One will be to introduce a new product in the market, which is priced less than its present brand of two wheelers like TVS, Bajaj & Hero Honda, and will lead ad campaigns so that the customer can perceive it as a superior & reliable product. This strategy will be suited to taarzan Ltd. since in the automobile 100 cc bike is already seen as a premium product. Looking at the level of success of this particular strategy, the company will go for line extensions at a later stage. The point to be noted here is that a quality strategy need not be looked at as a small competitor's strategy rather it is an investment for the long run.
If we critically examine the success of Hero Honda in recent times we find that it is largely due to its Splendor model, which is targeted at the lower middle class segment.
B. [/b]Brand Name:
The name of a company will also help to differentiate itself and build image in the long run. When Taarzan Ltd. will the Indian rural market and revolutionize the two wheeler market.
C. Promotion Based Marketing Strategy[/b]
To derive success in the Automobile two wheeler segment it is important to have a good after sales service channel. Infact a good service channel guarantees a good reach to the customer which is so vital to derive profits. When we look at the key success factor that drove Hero Honda & Bajaj, it has been its after sale service.
India is the second largest manufacturer of two-wheelers in the world. It stands next only to Japan and China in terms of the number of two-wheelers produced and sold respectively.
Ø To know the rural market.
Ø To know the strategy of marketing in rural areas.
Ø To see the demand of the rural consumers.
Ø To get experience by marketing our own product in rural market.
Ø To see the competition in the rural market.
Ø To see the different markets available for the TWO WHEELER.
One of the important reasons behind choosing the Launch of Bikes is being increasingly used by youngsters/bachelors in Rural areas and by rural folk as a sturdy means of personal transportation. Bigger wheels, better road grip, higher ground clearance, power, fuel efficiency, low maintenance cost are the major attraction of this segment. There are no signs of a reversal in the growing consumer preference for motorcycles to scooters. As a result, motorcycles now constitute about 69 per cent of the total two-wheeler sales volumes. Riding comfort, better control and superior mileage have attracted consumers to motorcycles. The rural market of India is large and scattered in the sense that it consist of over 63 crore consumers from 5,76,000 villages spread throughout the country. Therefore, as there is wider scope for this product in the Rural Areas. I thought this is the best product to be chosen for Rural Marketing.
Overview[/b]
The Indian rural market with its vast size and demand base offers great opportunities to marketers. Two-thirds of countries consumers live in rural areas and almost half of the national income is generated here. It is only natural that rural markets form an important part of the total market of India. Our nation is classified in around 450 districts, and approximately 630000 villages, which can be sorted in different parameters such as literacy levels, accessibility, income levels, penetration, distances from nearest towns, etc.
India is the second largest manufacturer of two-wheelers in the world. It stands next only to Japan and China in terms of the number of two-wheelers produced and sold respectively. India is one of the very few countries manufacturing three wheelers in the world. It is the world's largest manufacturer and seller of three-wheelers.
India’s automobile sector consists of the passenger cars and utility vehicles, commercial vehicle, two wheelers and tractors segment. The total market size of the auto sector in India is approximately Rs 540 billion and has been growing at around 8 percent per annum for the last few years.
Since the last four to five years, the two wheelers segment has driven the overall volume growth on account of the spurt in the sales of motorcycles.
The automobile industry is fairly concentrated, as in most of the segments two to three players have cornered a major chunk of the total sales. For instance, in the two wheelers segment, the sales volumes of Hero Honda, Bajaj Auto and TVS Motors constitute around 80 percent of the total sales. The auto components industry on the other hand is highly fragmented, though there are dominant players in some of the critical segments.
Given the high growth expectations and a liberal government policy, the investment potential in the India auto sector is huge. CRIS INFAC is forecasting around 10% in two wheelers. In the next 2-3 years, the two-wheeler industry is expected to attract investment amounting to Rs 10 billion. The expected rise in income levels, wide choice of models and easy availability of finance at low interest rates will drive growth in, two wheelers growth, which is likely to marginally slow down, but still grow at an average annual growth rate of around 16%.
Two wheelers are the entry level personal transport vehicles for a very large percentage of India’s population. Their low price and operating costs relative to cars make it an ideal buy for almost 40 per cent of India’s households. The poor state of public transport in India and the increasing urbanization are also contributors to demand for 2-wheelers. The improved ruggedness of motorcycles has increased its penetration in rural markets.
Brand name of the product[/b]
Brand name for my product is Tarzan…[/b]
[/b]
[/b]
[/b]
[/b]
[/b]
[/b]
[/b]
[/b]
[/b]
[/b]
[/b]
Design model[/b]
[/b]
The new Taarzan offers an ideal combination of economy, performance and style. Powered by the 100 cc K-Tec engine the Taarzan delivers an unbeatable combination of power with 100-kmpl fuel-efficiency in standard test conditions. The full flow design with attractive contoured tank and panels, aluminum die-cast grab-rail, optoprism headlamp promises to make the style leader in the 100 cc category as well.
The transmission is 4-speed foot-shift while the frame is a semi-double tubular cradle. It also has convenience features of a fuel gauge, an ignition-cum-steering lock and lockable side cover and seat. The bikes could have place to keep stuff, as in when they are going to their fields i.e farmers, they can carry little stuffs in that like their lunch boxes and all.
Features of Taarzan[/b]
[/b]
Ø Engine features unique construction enables it to offer loads of low-end torque.
Ø The 3.0X18 rear tyre will offer better road grip, especially if you have to tackle a number of hairpin bends.
Ø Offers styling and fit-and-finish quality, which are on a par with other bikes in the same class.
Ø 100cc engine that pumps out 8.1bhp of peak power, the Tarzan can potentially suit your usage pattern..
Ø 100cc two-wheeler segment, which bike generates more power and is preferable for use in both hilly terrain as well as regular city riding.
Low-end torque enhances the bike's performance, and results in a reduction in the number of times that a lower gear needs to be engaged, and eventually shows up in higher mileage numbers., which attracts more rural buyers.
The tag line of Taarzan Ltd. is “Sapney sach ho jaye.....”.[/b]
Business strategy
Our business strategy will include the determination of the most beneficial product market in term of establishing itself in this new product segment. The most important factor for the success of Taarzan auto Ltd. brand is the perception of the consumer and to what extent it can build a positive image in the consumer’s mind. The intensity of the business environment, the sustainable competitive advantage of a quality product will give it a strong base to build the market.
It is important for us to adopt a different strategy for the Indian market since it is composed of quality buyers as well as those who will buy for their family. Thus, we shall introduce some new strategies so as to establish our self in the Indian market and develop a strong customer base.
The concept is to make the product different from those of its competitor. When we look at the Indian two wheeler market we see that the leaders Hero Honda has constantly maintained its market leadership by constantly differentiating on the basis of newer products, newer slogans like “Jet Set Go”
And coming up with line extensions with regular frequency. The only alternative for taarzan Ltd. to survive in this industry will be to differentiate itself. This differentiation could be on the basis of the marketing mix. (Product, Price, Promotion, Place) Thus, as per the different factors of marketing mix 4 Different strategies are made to market in the developing cities in India.
[/b]
[/b]
USP- Unquique Selling Proposition[/b]
[/b]
Taarzan Auto Ltd has developed a bike that will meet the utility and asp rational needs of the youth in semi-urban and rural India and be easy on their pockets too.
The 100 cc bikes, which is being test-marketed in pockets of Maharashtra now, will have as its USP a price tag that will be under Rs 30,000, targeting the consumer base of age group 18-40. The only company to sell a motorcycle under that price level.
[/b]
[/b]
[/b]
[/b]
[/b]
[/b]
[/b]
[/b]
[/b]
[/b]
[/b]
[/b]
Product Based Marketing Strategy[/b]
A. [/b]Product Quality:
The company will put forward itself to the customer as a product of superior quality with features like eco-friendly, no harmful gas emission because it is totally battery operated and at a reasonable price. The company will adopt a twofold strategy. One will be to introduce a new product in the market, which is priced less than its present brand of two wheelers like TVS, Bajaj & Hero Honda, and will lead ad campaigns so that the customer can perceive it as a superior & reliable product. This strategy will be suited to taarzan Ltd. since in the automobile 100 cc bike is already seen as a premium product. Looking at the level of success of this particular strategy, the company will go for line extensions at a later stage. The point to be noted here is that a quality strategy need not be looked at as a small competitor's strategy rather it is an investment for the long run.
If we critically examine the success of Hero Honda in recent times we find that it is largely due to its Splendor model, which is targeted at the lower middle class segment.
B. [/b]Brand Name:
The name of a company will also help to differentiate itself and build image in the long run. When Taarzan Ltd. will the Indian rural market and revolutionize the two wheeler market.
C. Promotion Based Marketing Strategy[/b]
To derive success in the Automobile two wheeler segment it is important to have a good after sales service channel. Infact a good service channel guarantees a good reach to the customer which is so vital to derive profits. When we look at the key success factor that drove Hero Honda & Bajaj, it has been its after sale service.