“If a company wants to increase its market share, they will have to launch more legends in the Indian geography.”

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It is crucial in this market to have a strong positioning statement to establish the premium brand quotient. A heritage in the racing arena comes in quite handy for Yamaha in this case. Says Sanjay, “When we develop new technologies, our aim is always to enhance the man-machine relationship, which ultimately makes our products stand out. Also R1 is a super sports and the DNA is coming from our Moto GP winning bike the M1, I am sure customers of superbikes do understand the heritage of R1 very well.” Hayabusa’s positioning, as indicated in Dhoom, has a lot of focus on the speed factor, as it comes to India with an upper speed limit of 299 km/hr (although globally, it has launched bikes with an upper speed limit of 397 km/hr).

Primarily, the superbikes manufacturers are trying to bring in more and more popular products in the country. As auto expert, Tutu Dhawan states, “If a company wants to increase its market share, they will have to launch more legends in the Indian geography.” Even the companies know that marketing and advertising of these products is really not going to do a trick in this category. “Advertising of these products will be of no use, as it will really not help increasing the sales figures. So, companies will have to rely on the word-of-mouth advertising,” asserts Gupta. User communities are a good indicator of brand loyalty in this product category, as customers here take biking to be almost like a ‘larger than life’ experience. For instance, Hayabusa users have formed an online community – hayabusa.org, has over 20,000 members, who love shareing pictures, videos and information.

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Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist).


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