Launch of the “Indian

Motor Company” in the

Indian Markets
Submitted by
Snehil Singh (65)
Fr. Pravash Joseph (73)
Sayan Mitra (81)
Soumya Banerjee (84)
Sudipta Mukherjee (91)
Introduction
 Motorcycles in India date back to the year 1955, when the Government of
India required strong, rough, and tough motorcycles for the Indian Army
and the police force in the western part of the country which had a rough
and craggy terrain.
 The 350 cc 'Bullet' manufactured by the Royal Enfield Company of United
Kingdom was the first batch of motorcycles in India.
 The segment of motorcycles went through a tremendous change in the 90s.
 The main cause of the growth in the segment was the fuel efficient 4 stroke
engine.
 In the present scenario, the motorcycles in India constitute for 81.5% of the
total Indian two-wheeler market.
Major Players in
the Present
Market
Present
Market Position
 Marketing
Strategies
by
Competitors
 Road development of sub urban & rural places
 Increasing population
 Increase in service sector
 Increase in fuel prices
 Parking problems in urban areas
 Affordable transport for new job goers
 Govt subsidy for “Make in India” products
 Lack of safety tools
 Product
The first of the Four Ps of marketing is
product. A product can be either a
tangible good or an intangible service
that fulfils a need or want of consumers.
Whether you sell custom pallets and
wood products or provide luxury
accommodations, it’s imperative that you
have a clear grasp of exactly what your
product is and what makes it unique
before you can successfully market it.
 Price
Once a concrete understanding of the
product offering is established we can
start making some pricing decisions. Price
determinations will impact profit
margins, supply, demand and marketing
strategy. Similar (in concept) products
and brands may need to be positioned
differently based on varying price points,
while price elasticity considerations may
influence our next two Ps.
 Promotion

We’ve got a product and a price now it’s time to

promote it. Promotion looks at the many ways
marketing agencies disseminate relevant product
information to consumers and differentiate a
particular product or service. Promotion includes
elements like: advertising, public relations, social
media marketing, email marketing, search engine
marketing, video marketing and more. Each touch
point must be supported by a well positioned
brand to truly maximize return on investment.
 Place

Often you will hear marketers saying that

marketing is about putting the right product, at
the right price, at the right place, at the right
time. It’s critical then, to evaluate what the
ideal locations are to convert potential clients
into actual clients. Today, even in situations
where the actual transaction doesn’t happen
on the web, the initial place potential clients
are engaged and converted is online.
  Compulsory ABS across all the ranges
 Great Looks with an option of making full “flaring”
bikes
Our Product  Bigger seats for extra passengers
 Customization
differentiation  Advanced speedometer
“Indian Motor  Mobile Holder
Company”  Under seat mobile/laptop charger
 Security Locking System
 MRF Tyres
 Pricing below Rupees 90000
 24 Hours Servicing
CONCLUSION
 Today the industry has flourished with Indian
manufacturers achieving huge fan following
all over the world. Hero Motorcorp has
become the world’s largest manufacturer of
two-wheelers.
 Why do people prefer 2-wheeler.
 There exists a strong correlation between
urbanisation and scooter purchase.
 Utilitarian vehicle.
 Last words.