Yamaha Case

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Global Marketing
Yamaha Indoneisa Positioning And Launching Automatic Motorcycles In Indonesia

13/12/2010
Presented to:Mrs. Patricia Harris
Presented by:KUID.1014925
Name: Raghda Hesham Abdelaziz

“Think in terms of offering your product or service rather than selling it”

(Gesteland.R , Seyk.G ,2002 ,p131 )

Executive summary
This report explains Yamaha Indonesia launch and the positioning for the first two automatic motorcycles in Indonesia, the Nouvo and the Mio. It first launched the Nouvo motorcycle in 2002, but the initial marketing wasn’t successful as a result the sales wasn’t satisfactory .They made a market research to indicate the causes of this failure and they found that the consumers had product awareness of the Nouvo, but they didn’t like it’s shape as it had a big body so this won’t make them move easily in the crowded traffic, and the design was plan as well as the performance and the image. Yamaha then decided to follow a new twofold strategy for the automatic motorcycles, Nouvo would be repositioned for males, and a new motorcycle Mio would be launched and positioned to females.

Nouvo is re launched and repositioned to different segments according to certain demographics (Age, Gender, and Income) and psychographics, afterwards the new target market was defined as well as the new positioning which was classified to positioning by attributes and positioning by product use. The marketing mix is concentrating upon the advertising, public relations and the sales promotion for Nouvo.

Mio is launched and positioned in the Indonesian market, it’s segmentation was defined geographically(Main Cities), demographically(Age, Gender, Income) and psychographic ally, and then the target market was defined, the positioning was according to attributes and product user, the promotion marketing mix were a mixture between advertising ,public relation and sales promotion.

After the launching of both separately, when both their campaigns end, a new campaign for both of Nouvo and Mio will be launched together as Nouvo for him, Mio for her.

Table of Contents

1-Nouvo’s launching and the Campaign……………………………………………… 5 1.1-Reasons behind Nouvo’s initial marketing failure………………………………….5 1.2 Recommendations to improve Nouvo in the future…………………………………6 1.3 Market segmentation, Targeting and positioning for Nouvo………………………..7 1.4-The Target market…………………………………………………………………..7 1.5-The Positioning …………………………………………………………………….8 1.6- The Marketing Mix (4ps) for Nouvo………………………………………………8 2- Market segmentation, Targeting and positioning for Mio…………………………..9 2.1 Segmentation……………………………………………………………………….9 2.2 The Target Market…………………………………………………………………10 2.3 The positioning…………………………………………………………………….10 2.4 The Marketing Mix (4ps) for Mio………………………………………………….11 3- Integrating Mio and Nouvo………………………………………………………….11 References……………………………………………………………………………..12 Bibliography…………………………………………………………………………...13 Appendix……………………………………………………………………………….14

1. Nouvo’s launching and the Campaign:
* In May 2002, Nouvo motorcycles were launched and its advertising and promotional campaign was initiated under the direction of Dyonisius Beti, vice president director of Yamaha Motor Kencana Indonesia .The campaign was planned to end in September (the television advertisement kept showing until December but with lower rate), it would be running for 5 months in order to build and raise the product awareness in the Indonesian market. They started the campaign with a launch ceremony with over 1000 people, dealers, press and customers; they had the first chance to have a test drive of Nouvo on the road. They also used advertising within different channels, it started with a television advertising campaign which kept running for three months .They took advantage of the popularity of the football for Indonesians and made their advertisement with a football theme, they used a well known British football player Michael Owen, as they...
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