Pov premium motorcycle market india

Picture Source: Harley Davidson India

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Disclaimer:

Intention of the document is to summarise the current marketingactivities of Primarily Harley-Davidson and Triumph - PremiumMotorcycle Brands in India and Positioning these brands are trying tocapture in the Minds of the targeted consumer. Due to the small lengthof the document I may have missed out some critical details, hencefeedback is welcome.

Views are personal and in no way represent that of the organization Iwork for. Data collected is through public sources and no solicitation isasked for specially for this document.

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Agenda

• Creating a market for a new category of products is always a challenge

• Some of the few examples of new category introduction have been mentioned in subsequent slides

• Capturing a Reference Point => mindshare and share of wallet for a brand become key to success as the consumer behaviour transitions is still a WORK IN PROGRESS situation

• The slide overs some innovations brought forward by H-D Marketing machine here in India to Create the Premium Motorcycling Category

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The Challenge – Creating the Category

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Picture Source: Ducati India

Marketing Machine=> Call to Market for different Target Segments

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Non User

First Time User

Multiple Years + Brands Experienced

Tactics –• Test Rides = Conducted most frequently by Harley Davidson India and Triumph

India • Bootcamps = One of its kind in India, Conducted only by Harley Davidson India

Tactics –• Community Rides = Conducted/ Sponsored by most of the brands • Rock Riders = One of its kind Music TM event of Harley Davidson India

Tactics –• Promote User Generated Content=

Promote Customisation projects, currently Harley Davidson India is most active here

The deck covers Harley and Triumph Marketing activities in India, since other brands are semi active Vs these two brands

Creating new categories – recent examples

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Polaris ATV’s Polaris Eicher Multix Mahindra Shaan (Discountinued now)

Premium Motorcycle Segment

Unlike other examples in the slide, Multix & Shaan platform – specifically engineered for developing markets

Reference Point?

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Looks and feels all the same – how do I distinguish? Same issue faced by new category products

God Exists many know, very few have experienced…

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Majority of the target/ potential customers before experiencing the category –experienced it through Hollywood, racing media like Moto GP, Best f the globs like Vintagent or TV Series like Biker Build Off

For a first in its category –Creating experience and reference point

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Target Consumer: • Urban Middle Class Family with

steady income• Not a first time user, already has

experience & a reference point of benefit accrued

• Challenge is to keep him loyal to the brand – his life has already included the product as a must have

Target Consumer: • Bottom of Pyramid/ Rural

Consumer• Has not experienced the

product before trial packs came in

• Challenge – product adoption, creating a reference point for a category first

FMCG Firms have already tackled this challenge

The challenge still exists today…

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Harley Marketing Machinery is way out in front of the rest…

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Creating the experience: Trial=> Test Rides

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Creating the Experience -The Innovations: Bootcamps

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Buying Funnel: Advocacy & Loyalty

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Advocacy & Loyalty: Promoting User Generated Content=> Customization

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Advocacy & Loyalty: Building Communities

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Triumph comes in afterwards…

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Creating the experience: Trials=> Test Rides

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Picture Source: Triumph India

Advocacy & Loyalty- @ BIC

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Advocacy & Loyalty- Community Rides

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Thank You

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Pov premium motorcycle market india