Yamaha India seeks two fold increase in market share by 2017-18
Yamaha Motor India plans on doubling its two-wheeler market share by 2017-18. The company aims at 10% market share and will be paying more emphasis to 150cc motorcycles and scooters specially since demand for scooters is increasing faster as compared to motorcycles. Scooters currently occupies a 27% share in the two wheeler segment.
Increasing sales of deluxe motorcycles and scooters will see Yamaha Motor concentrate on a topdown approach. Noting that demand in urban areas dictates acceptance in rural areas, the companyâ€™s first stage of advancement will be in the big cities while rural penetration will be done in the next stage.
Targeting greater market share, the company will also be reviving its brand image so as not to rely on the companyâ€™s 30 year old image. New logos which draw attention to â€˜funâ€™ and â€˜ecoâ€™ have been devised setting Yamaha products apart.
The company has also recently kicked off Project Indra – Innovative and New Development based on Responsible Analysis to bring in the worldâ€™s most affordably motorcycleÂ into the country. This new bike will be priced at around INR 30,000 ($500) and will be sold in India and Africa while other ASEAN markets and Latin American markets are also target areas.
Restructuring plans will see Yamaha Motors India and Yamaha Motor India Sales besides Yamaha Moto R&D India as 100% subsidiaries of Yamaha Motor Corporation. In a bid to boost sales and marketing facilities the company recently launched Kids Carnival at company dealerships, just ahead of Independence Day in India. The carnival had a patriotic theme with Zippy as the mascot engaging kids in games, competitions and other exciting activities.
via Economic Times