A Study On 4P S Of Motor Cycle Industry In India

MARKETING – II

A STUDY ON THE 4P’S OF THE
MOTOR CYCLE INDUSTRY

Submitted By,

Ankit Jain (25063)
Deepak Chordia (25069)
Karthik P (25080)
Ram chakravarthy S (25094)
Vineet Goenka (25115)
Executive Summary

Marketing strategies employed by a growing industry are usually strikingly different than that of a mature industry. Quite intriguing will be the marketing strategies when the industry is both mature and also growing and expanding rapidly. Motor Cycles industry in India is quite in a phase of rapid expansion while at the same time has existed as long as 55 years to be mature enough.
The report tries to identify the Segmentation, Targeting, Positioning, and the four P’s in this industry by studying varied industry practices, constituent company characteristics, and their strategies for distribution, communication and promotions.

Introduction

Today, when we ask any youngster about his desire, the first thing that comes out of his mouth is a bike. Bikes or generally 2 wheelers has come a long way from the days of Enfield and Rajdooth’s dominating the market till today with pulsar and Karizma racing in the same streets. The perception and the positioning of the industry might have changed but the basic desire remained the same all through the years. The fundamental needs of transport is always catered but recent trends forced to shape the vehicle with new value additions like comfort, disc brakes and so on.

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