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Caselet 1

Kinetic Engineering Limited (KEL) has created a buzz in biking circles with its announcement of introducing the 250 cc cruiser Aquila of Hyosung Motors of Korea. It has generated curiosity and interest among bike enthusiasts in the country. The bike is being promoted as a 'real' cruiser. It is fitted with a 250 cc. v-twin, oil-cooled engine with four valves per cylinder. It has an output of 26 bhp. with top speed of over 130 kmph. The company is the first to introduce this high-end bike in the range of 250 cc in the Indian market. The bike is being imported as semi-knocked down kits (SKD). The company is bearing the 35% import duty and offering the bike at a break even price of around Rs. 1 AS lakh in the cities of Mumbai, Delhi. Chandigarh, Pune and Bangalore to start with. With so many compel1ing features, the company could have launched a full-scale promotion highlighting these attributes. However, it wants to go for 1arget marketing instead, and is following a limited direct marketing exercise. The company is using this bike for an "image building" exercise. Kinetic is known more for their mopeds and scooters. Its popular brands, Luna and Kinetic Honda, have changed the two-wheeler market. Now. Kinetic wants to make a mark in the booming motorcycle segment where it is still a small player. The Kinetic motorcycle models consist of Challenger, Boss, GF 170 and GF 125. Barring Boss, which sells around 10,000 units per month, the other models have failed to capture a market share. The company wants to step up the activity in this segment by launching a new model every quarter. A recent launch was Velocity a mid-sized 125 cc bike. The company wants to be present at every price point. Kinetic plans to use Aquila to change the public's perception of it from a scooter company to a motorcycle company. According to Punit Chaudhry, General Manager - Sales & Marketing, KEL, "Kinetic wants to be known for tec1mology, and give the consumer confidence." The...
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