Yamaha Case

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

References: * Goodwin, N. and Den Huan, H. (2006) 'Yamaha Indonesia (A): Positioning and Launching Automatic Motorcycles in Indonesia ', Nanyang Technological University, Singapore * Gesteland.R, Seyk.G, 2002 Marketing Across Cultures in Asia. Denmark: Copenhagen Business School Press. * Kotler.P, Armstrong.G, Wong.V, Saunders.J, 2008 Principles of Marketing. 5th edn. Harlow: Pearson Education Limited. * Aaker, D.A. & Shansby, J.G. (1982) Positioning your product. Business Horizons, 25, (3), p.56.-62. * Jobber.D (2010) Principles and Practice of Marketing. 6th edn. Berkshire: McGraw-Hill Education Websites: 2-Table 2 Indonesian Motorcycle Customers By Age, 1998-1997 And 1999-2002 | 1996 | 1997 | 1999 | 2000 | 2001 | 2002 | 3-Table 3 Indonesian Motorcycle customers by Gender, 1996-1997 and 1999-2002) | 1996 | 1997 | 1999 | 2000 | 2001 | 2002 | (Goodwin, N. and Den Huan, H. (2006) 'Yamaha Indonesia (A): Positioning and Launching Automatic Motorcycles in Indonesia ', Nanyang Technological University, Singapore) 4- Table 4 Indonesian Motorcycle Customers by Annual Expenditure 1999-2002. (Goodwin, N. and Den Huan, H. (2006) 'Yamaha Indonesia (A): Positioning and Launching Automatic Motorcycles in Indonesia ', Nanyang Technological University, Singapore) 5-Table 5 Indonesian Motorcycle Customers by Occupation, 1999 -2002 (Goodwin, N. and Den Huan, H. (2006) 'Yamaha Indonesia (A): Positioning and Launching Automatic Motorcycles in Indonesia ', Nanyang Technological University, Singapore) 6- Table 6 Indonesian Motorcycle Customers by Education, 1996-1997 and 1999-2002) (Goodwin, N. and Den Huan, H. (2006) 'Yamaha Indonesia (A): Positioning and Launching Automatic Motorcycles in Indonesia ', Nanyang Technological University, Singapore)