By Ashish barapatre

(13034)

INTRODUCTION

• Vespa is an Italian line of scooter manufactured by piaggio.

• The vespa is a scooter manufactured in 1946 by piaggio & co of pontedera italy.

• Piaggio now europe’s largest manufacturer of two wheeled vehicles and the world’s fourth largest motorcycle manufacturer.

• Vespa was the first globally sucessful scooter.

HISTORY

• Vespa first came to India in 1960 with the collaboration with Bajaj auto.

• The collaboration ended in 1971 .• Vespa at that time was considered an iconic

scooter brand globally & the brand was owned by piaggio.

Continued.....

• Piaggio then joined hands with kanpur based lohia machines ltd (LML) in 1983 & started to roll out the vespa range of scooters.

• By that time bajaj was ruling the indian market with the iconic chetak.

DOWNFALL

1991 •LML faced its worst financial crises.

1998 •LML was the 2nd largest scooter manufacturer in india.•Market share rose to 28 %.

1999 •Joint venture was called off with LML buying piaggio’s stake.•LML decided to go alone with the scooters.•LML dropped the name vespa & cont. Selling LML nv & other models.

VESPA’S THIRD DEBUT

• Having travelled through a 100 countries and selling over 17 million units globally till date, Vespa entered in indian market on april 2012.• The scooter is positioned at the premium-end and is 15-20% more expensive than competitors like Honda Activa, Suzuki Access and Mahindra Duro.

• With investments of 30 million Euros, the company has set up a plant at Baramati with a capacity of

1,50,000 units per annum

CONFIGURATION

• Speed:- Top speed 120kmph.• Fuel economy :- approx 50 kmpl.• Body :- metallic.• Overall Length: 1760 mm (69.3 in) .• Overall Width: 695 mm (27.3 in).• Overall Height: 1110 mm (43.7 in).• Price :- 66,667 rs.• Vibrant colours.

CURRENT SALE

• According to Society of Indian automobile manufacturers, vespa sales in India grew 24.55 % to 62%,841 units by 2012.

• "We are investing Rs 150 crore to double the capacity at the plant by the fourth quarter of 2013 so that in 2014, we can do at least 20,000 units a month by 2014, “ MD Ravi Chopra”

source:-economic times

COMPETITORS

Source :-http://autobei.com/blog/indian-two-wheeler-market-analysis-april-may-2013-scooter-segment

HONDA

HERO MOTO CORP

SUZUKI

MARKET SHARE

HONDAHEROSUZUKITVSVESPA

Marketing Strategy

• In 2012, with its re-entry, the Vespa aimed to connect with the youth.

• It created a digital campaign in collaboration with Ogilvy One Worldwide and Meridian Communications . As part of the digital campaign, Piaggio created a 'Once upon a Vespa' contest.

• This contest provided participants an opportunity to win a trip to Italy, Vespa scooters, and other prizes.

• It educated Indians about the Vespa’s rich heritage and culture in a fun way...

TARGET MARKETYOUN

G PEOPL

E

RETIREES

VESPA

NEW MODEL OF VESPA

SOURCES: Websites:-• http://autobei.com/blog/indian-two-wheeler-market-analysis-

april-may-2013-scooter-segment• http://www.researchandmarkets.com/reports/1337843/india

n_two_wheeler_industry• http://www.vespa.in/• http://www.zigwheels.com/specialcoverage/The-re-birth-of-V

espa-Scooters-in-India• http://www.autocarindia.com/auto-news/new-vespa

Grazie mille!

THANK YOU !!