Product Line of Piaggio Vietnam

Group : 11

Outline
I. 1. 2. I.

1.
2. 3.

Introduction Concept of product line Background of Piaggio Content Product line analysis Market stretch Market Filling

I. Introduction
1.

Concept of product line Down-Market Stretch Up-Market Stretch Two-Way Stretch Filling market

I. Introduction
Background of Piaggio Based in Pontedera, Italy Founded by Rinaldo Piaggio in 1884 Official presence in Vietnam from May 7/2007. 26 June 2009, Piaggio Vietnam factory was inaugurated with a capacity of 100,000 verhicles/year.
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I. Introduction
2.

Background of Piaggio a. Piaggio in Vietnam Five basic product lines are: Beverly Liberty Vespa Fly ZIP.

II. Content
1.

Product line analysis a. Vietnam markets background The scooter market for women has become extremely exciting. Economy growth over many years => attractive market for car- motorbike industry.

1.

Product lines analysis

Focus on luxury vehicles For people with high incomes and a desire to own a nice, sophistication and luxury motobike. "Piaggio makes up 80% market share of luxury scooters in Vietnam."

Two brands: Piaggio and Vespa

Products

Price 66.7 80.5 69.5 82 135.5 122.8 56.8 70.7 27.9 51.2 147.3

Colour Nero Vulcano, Monte Bianco, Rosso Dragon, Giallo Lime, Avorio Naiade, Marrone Terra di Toscana, Grigio Liquido, Blu Midnight, Grigio Liquido

Vespa LX i.e 125

Vespa LX i.e 150 Vespa S i.e 125 Vespa S i.e 150 Vespa GTS Super 125 i.e Vespa LXV 125 i.e Liberty 125 i.e

Rosso Dragon , Nero Vulcano, Monte Bianco

Nero Lucido, Rosso Dragon , Monte Bianco Verde Muschino Cosmic Blue, Silver, Shiny Black, Bianco, Marrone Terra di Toscana

Liberty 150 i.e

Zip 100 Fly 125 Beverly 125

Dragon (Red), Shiny (Black), Cosmic (Blue) and Silver. Marine Blue, Silver, Bianco, Nero Dragon Red, Avorio

2.

Market stretch (Downward stretching)

Piaggio Vietnam Co. used the upward stretching strategy for three types of product which are - Liberty i.e - Fly 125/ 150 - Zip 100.

2.

Market stretch (Downward stretching)

Zip Has lowest price of Piaggio in Vietnam, currently 28 million VND Aim to the target customers with average income

2.

Market stretch (Downward stretching)

Fly About 51.2 million VND 4 colors: white, black, grey, blue Have a spare, elegant design that adds a classic touch to a contemporary product

2.

Market stretch (Downward stretching)

Liberty i.e Current price: 56.8 m (125cc) and 70.7 m (150cc) Quite low compared to other products Youthful style, freedom and stylish.

Result of Piagio down-ward strategy

Zip&Fly raised a new wage in the domestic markets scooter Complaint about two scooters quality of engine and costly fuel.

Result of Piagio down-ward strategy

Liberty was launched into the market as the strategic card with a surprisingly low price. Liberty- made-in-VN version has always in a state of fire in demand

3.

Market Filling

Piaggio Vietnam Co. used the market filling strategy for all types of product. Vespa, Liberty, Fly and Zip are the most obviously in which Piaggio use the market filling.

3.

Market Filling

Vespa Vespa GTS 125/150 cc with primary colors: white,green,red,yellow,black 2011. New versions-more colorful, affordable price. 30 /8/2011, Piaggio announced three new colors for Vespa LX and Vespa S

3.

Market Filling

Vespa 6 types: Vespa LX i.e 125 Vespa LX i.e 150, Vespa S i.e 125 Vespa LXV 125 i.e Vespa GTS Super 125 i.e Vespa S i.e 150

Comparison with the old version:

Not much different from imported Vespa LX. Seating position, vehicle volume, performance were adjusted. Pleasure in controlling light, comfortable seating position More environmentally friendly.

3.

Market Filling
Liberty Liberty RST 125cc/150cc entered Vietnam market with colors: light silver, dark blue, white and glossy black brother

3.

Market Filling

Liberty i.e Was produced in country, continues remain metallic characteristics with five main colors: black, white, green, copper and turquoise. Two new versions is Liberty 125cc and 150cc engine.

3.

Market Filling

Liberty Comparison with the old version: Was still based on the form of the old version. Some parts are changed to fit the shape of Vietnamese people.

3.

Market Filling

Fly 125/150 - 4 colors: MarineBlue , Red Dragon, Shiny Black and Excalibur Grey. - Piaggio offers two choices (Fly 125 and Fly 150) for customers.

3.

Market Filling

The result of Piagio filling market strategy - Vespa & Piaggio Liberty Vietnam have already met consumers expectations, highly appreciated - Become one of the best-selling products at the present time.

IV. Conclusion:

Piaggio is appreciated as high-grade product line for the nobility in Vietnam Sales increases continuously over time Usually make good impression with customers.

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