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  • Field Research - Bicycle Industry

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    Asim Ayaz
    115 vizualizări19 pagini
    The document discusses the bicycle industry in India. It provides details on: 1. India's position as one of the largest producers of bicycles in the world, particularly through the 1970s-1990s. 2. The major producers in India which are dominated by four companies controlling around 89% of the market. 3. Trends in the Indian bicycle market including growing female ridership, new materials like carbon fiber, and international brands entering India. 4. Two of the largest bicycle companies, Hero Cycles and TI Cycles, their brands, sales, and promotion strategies. 5. A field visit summary to a bicycle dealer discussing customer segments, preferred models, pricing, and

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    The document discusses the bicycle industry in India. It provides details on: 1. India's position as one of the largest producers of bicycles in the world, particularly through the 1970s-1990s. 2. The major producers in India which are dominated by four companies controlling around 89% of the market. 3. Trends in the Indian bicycle market including growing female ridership, new materials like carbon fiber, and international brands entering India. 4. Two of the largest bicycle companies, Hero Cycles and TI Cycles, their brands, sales, and promotion strategies. 5. A field visit summary to a bicycle dealer discussing customer segments, preferred models, pricing, and

    Drepturi de autor:

    Attribution Non-Commercial (BY-NC)
    Descărcați ca PPTX, PDF, TXT sau citiți online pe Scribd
    Indicator pentru conținut neadecvat
    115 vizualizări19 pagini

    Field Research - Bicycle Industry

    Încărcat de

    Asim Ayaz
    The document discusses the bicycle industry in India. It provides details on: 1. India's position as one of the largest producers of bicycles in the world, particularly through the 1970s-1990s. 2. The major producers in India which are dominated by four companies controlling around 89% of the market. 3. Trends in the Indian bicycle market including growing female ridership, new materials like carbon fiber, and international brands entering India. 4. Two of the largest bicycle companies, Hero Cycles and TI Cycles, their brands, sales, and promotion strategies. 5. A field visit summary to a bicycle dealer discussing customer segments, preferred models, pricing, and

    Drepturi de autor:

    Attribution Non-Commercial (BY-NC)
    Descărcați ca PPTX, PDF, TXT sau citiți online pe Scribd
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    din 19

    TEAM 7 PGP 1(A)

    ASIM AYAZ

    BICYCLE INDUSTRY

    CHARU BATRA KARTHIKAYEN B

    SUNWINDER PAL SINGH


    VIGNESH S SUNNY TEOTIA

    INDIAN BICYCLE PRODUCTION

    1978 to 1991: Fourth Largest after China, USA and

    Japan.
    In 1992, India became Second largest producer. India produces approximately 10% of the world annual

    bicycle production, which is estimated at 125 million units.

    MAJOR PRODUCERS
    Market dominated by Four players contributing to 89%

    11%
    10% 40% Hero Cycles TI Cycles Avon Cycles

    17%

    MARKET SHARE
    22%

    WORLD BICYCLE PRODUCTION

    1970 to 2007 - Bicycle output nearly quadrupled Causes


    Concern for Environment
    Rapid Economic Development

    INDIAN BICYCLE MARKET


    Approximate Demand - 12 million units a year.
    Price Range
    Low price bracket - Rs. 2500 to 3000.

    High end price bracket


    Earlier: Rs. 5000 to 8000 Now:

    Starting from Rs. 15000

    Cause: Global brands entering India

    INTERNATIONAL BRANDS IN INDIA


    Price Range - Rs 3,000 to Rs 3.6 lakh Fomas (by Longshine Global Enterprises)
    Price: Rs 2,500 to Rs 1,75,000 Imports 10000 units a year

    Kona (American brand)


    Price range: Rs 18,000 to Rs 1,00,000.

    Sole distributor in Pune


    Imports 200 units every 3 months from Holland

    Other global brands - Trek, Schwinn, Decathalon and

    Bianchi.

    SEGMENTATION

    Earlier Gents Ladies Kids High end

    Now Road bikes Mountain bikes Tourers Hybrids BMX

    EMERGING TRENDS
    Growing Ladies segment
    Social changes About 35 per cent growth

    Chinese cycle brands


    Cost difference narrowing due to anti dumping duties on

    Chinese brands.

    New materials
    Steel to aluminum to carbon more efficiency Carbon cycles weigh just 6.5Kg.

    HERO CYCLES
    Annual Turnover
    Rs.16.5 billion. 12 million bicycles.

    Transformation from basic, no-frills bicycles to trendy

    and sporty bicycles.


    Hero Ranger positioned as a outdoor fun bicycle. Hero Impact for city riders. Hero Jet as lightest-running roadster. Hero Hawk for racers.

    HERO CYCLES
    Promotion and Distribution
    Company owned exclusive retail outlets Tie up with Future group and Lodhi Sports

    Franchisee outlets
    Easy finance options Tie up with microfinance firms in rural areas.

    Investment of Rs. 50 million towards upgrading

    technology and improving quality.


    The company plans to attain a premium position but is

    not planning to give up mass market.

    TI CYCLES
    Brands
    BSA - style, fun and comfort. Hercules - rugged, robust, strength and passion. Montra - Faster, lighter and stronger Track and Trail

    Promotion
    106 Exclusive Branded outlets Track and Trail launched Coffee & Cycles', a bicycle store-cum-

    coffee shop.
    TI cycles promotes cycling to create more demand

    TI CYCLES

    Hercules Price Range


    Boys Rs. 4000 to Rs. 13000 Adults Rs.3500 to Rs. 16500

    BSA Price Range


    Boys Rs. 4000 to Rs. 4500 Adults Rs 3500 to Rs. 8000

    FIELD VISIT

    VISIT TO SRIVENKATACHALAPATHY STORES, CYCLE DEALERS

    DEALERS OPINION
    Market segmented into
    Kids (below 6yrs of age) Youngsters (6th standard to UG)

    Adults
    Ladies.

    Sales approximately 270 cycles

    per month
    Brands available Hercules, BSA

    and Atlas.
    Bicycles procured directly from

    company.

    DEALERS OPINION: TYPE OF CYCLE PREFERRED

    Ladies

    Adults

    Youngsters

    Kids

    MTB Ranger

    Hercules Captain

    BSA ladybird Hercules Standard (20 inches)

    Parents choose based on attractiveness

    DEALERS OPINION: PRICING

    Sale of bicycles is at dealers risk Company allows one month payment period Price Range
    Kids Rs. 2,100 to Rs. 4,200 Youngsters Rs.3,500 to Rs.12,500 Adults Rs.4,000 to Rs.4,300

    THANK YOU

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