“Automotive Aftermarket- A Sneak peek” Submitted by ARIJIT SAHA Roll No: 1121025 (MBA-2 nd yr, Sec-I) Under the guidance of Prof. Sreedhara R. Assistant Professor Institute of Management A Report Submitted in Partial Fulfillment of the Requirements for the Award of the Degree of Master of Business Administration
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
“Automotive Aftermarket- A Sneak peek”
Submitted by
ARIJIT SAHA
Roll No: 1121025 (MBA-2nd yr, Sec-I)
Under the guidance of
Prof. Sreedhara R.
Assistant Professor
Institute of Management
A Report
Submitted in Partial Fulfillment of
the Requirements for the Award of the Degree of
Master of Business Administration
Bangalore, India
2012
DECLARATION
I, Arijit Saha, hereby declare that the Summer Internship Project report entitled
has been undertaken by me for the award of Master of Business Administration. I
have completed this study under the guidance of Prof Sreedhara R.
, Institute of Management, Christ University.
I also declare that this project has not been submitted for the award of any
Degree, Diploma, Associateship or Fellowship or any other title in this
University or any other University.
Place: Bangalore Arijit Saha
Date: 25/06/2012 Register No: 1121025
2 | P a g e
CERTIFICATE
This is to certify that the Summer Internship project report submitted by
Arijit Saha on the title “Automotive Aftermarket- A Sneak peek” is a record
of research work done by him during the academic year 2011-2012 under my
guidance and supervision in partial fulfillment of the requirements for the award
of the degree of Master of Business Administration. This dissertation has not
been submitted for the award of any Degree, Diploma, Associate ship or
Fellowship or any other title in this University or any other University.
Place: Bangalore Prof. Sreedhara R.Date: 25.06.2012
3 | P a g e
ACKNOWLEDGEMENT
4 | P a g e
I am indebted to many people who helped me complete this project report. First, I
thank the Vice-Chancellor Dr. (Fr.) Thomas C. Matthew and Pro Vice-
Chancellor Dr.(Fr.) Abraham V. M of Christ University for giving me the
opportunity to do this project. I thank Fr. Thomas T. V., Director, Christ
University Institute of Management and Prof.C.K.T. Chandrasekhara, Head-
Administration for their kind support. I thank Prof.Raman Sreedhara for his
support and guidance during the course of my project. I remember him with
much gratitude for his patience and motivation, but for which I could not have
submitted this work. I am extremely grateful to the Badarinarayan.R.Garani,
Adelaar Motorcycle Private Limited, for their invaluable contribution towards
conducting this study. I thank my parents for their blessings and constant support,
without which this dissertation would not have seen the light of day.
Arijit Saha
SERIAL CONTENT PAGE NO
5 | P a g e
NO
1. INTRODUCTION 9
2. INDUSTRY PROFILE 10-18
3. COMPANY PROFILE 19-20
4.OBJECTIVE AND STATEMENT OF THE
PROBLEM21-22
5. LITERATURE REVIEW 23-24
6. CONCEPTUAL FRAMEWORK 25-28
7.FINDING AND ANALYSIS OF THE
INTERVIEWS CONDUCTED IN BANGALORE29-31
7.1CUSTOMER PROFILING & PERFORMANCE
UPGRADATION32-42
7.2 GEARS & ACCESSORIES 43-59
7.3 LIFESTYLE OF TG 60-68
8. INSIGHTS 69-71
9. GOTO MARKET STRATEGY 72-79
10. CONCLUSION 80
11. BIBLIOGRAPHY 81
12. QUESTIONNAIRE 82-86
TABLE OF CONTENTS
6 | P a g e
LIST OF GRAPHS
Ref. No: List of Graphs Page No:
1.1 TRENDS IN MOTORCYCLING SALE BY ENGINE CAPACITY 11
1.2 POPULATION SAMPLE SIZE 30
1.3 NO OF PEOPLE OWNING BIKE FOR 1ST TIME 33
1.4 NO OF MOTORCYCLE OWNED 35
1.5 IMPORTANCE GIVEN TO PERFORMANCE 37
1.6 PERFORMANCE INTERPRETED BY TG (18-23) 38
1.7 PERFORMANCE INTERPRETED BY TG (24-28) 39
1.8 PERFORMANCE INTERPRETED BY TG (29-35) 40
1.9 PERFORMANCE INTERPRETED BY TG (36-55) 41
1.10 INR SPENT FOR PERFORMANCE UPGRADATION 42
1.11 USAGE OF RIDING GEARS 44
1.12 REASONS FOR NOT BUYING THE REST 45
1.13 GEARS WITH REFLECTIVE PROPERTIES 46
1.14 FREQUENCY OF CHANGING GEARS AND ACCESSORIES 48
1.15 MODE OF PURCHASE 50
1.16 SPENDING PATTERN FOR GEAR AND ACCESSORIES (18-23) 52
1.17 SPENDING PATTERN FOR GEAR AND ACCESSORIES (24-28) 53
7 | P a g e
LIST OF GRAPHS
Ref No: List of Graphs Page No:
1.18SPENDING PATTERN FOR GEAR AND ACCESSORIES (29-
35) 54
1.19SPENDING PATTERN FOR GEAR AND ACCESSORIES (36-
55) 55
1.20 PREFERENCE GIVEN WHILE SELECTING GEARS 56
1.21 USAGE OF BIKE 61
1.22 FREQUENCY OF MEETING FELLOW RIDERS 62
1.23 ARE YOU HANGING OUT WITH ADELAAR 63
1.24 ARE YOU A MEMBER OF MOTORCYCLING CLUB 65
8 | P a g e
INTRODUCTION
Motorcycling has a long, rich history that runs from the late 1800s to today. And
that history has almost as many twists and turns as your favorite mountain road.
From the first motorcycle, which was either simply a wooden test bed for a motor
or a steam-powered bicycle, depending on which side of the debate you’re on –
to the hyper bikes of today that are so fast that some governments have even
threatened to limit their speed, the world of motorcycling has gone through a lot
of changes.
We can easily romanticize the past, but glory days of motorcycling are right
now. Some 6 million motorcyclists share a passion for this timeless sport. Bikers
today ride a wide variety of reliable, state-of-the-art machines; they watch the
fastest racers ever grow a leg over a motorcycle seat; and they buy the most
innovative and protective motorcycling gear ever produced irrespective of its
cost. If ever there was a great time to get into motorcycling, it is now.
A whole lot of new entrants are flooding the super bike segment market in India
and they have simply changed the way Indians drove their motorbikes. Mileage is
something which doesn’t hold any relevance to them. Performance is something
by which they swear by and make sure to get the most out of their machine. But
somehow in our country biker’s never got their due recognition or neither own
destination. Keeping this in mind Adelaar has come up with a zone which will be
dedicated to passionate bikers of this country. There has been a huge gap in
demand and supply in gear and accessories market and that gap will be duly filled
by Adelaar. So this project will check the market readiness and also segment the
market.
9 | P a g e
INDIAN TWO WHEELER (2W) INDUSTRY
The Indian two wheeler industries recorded a sales volume of 3.4 million units in
Q3, 2011-2012, a growth of 11.0% (YoY) but flat (QoQ). The YoY volume
growth of the industry remained in double digits, but the growth attained during
the last quarter was the lowest among the last three years. The overall retarded
growth was contributed by the motorcycle segment, which grew at a much lower
rate of 9.2% (YoY) in Q3, 2011-2012; whereas the scooter segment continued to
post a growth of 20%+ (YoY). Overall, ICRA expects the domestic 2W industry
to report a volume growth of 13% in 2011-12 as the growth is expected to fade
further in Q4, 2011-12 due to the base effect.
In an environment where the northward movement of inflation, fuel prices
and interest rates has been the nemesis of Indian automobile industry at large, the
2W industry has been the most resilient which has reflected in its healthy growth
of 15% (YoY). The growth has been supported by various external and internal
factors attached with the domestic 2W wheeler industry which includes favorable
demographic profile, moderate 2W penetration levels, developed public transport
system, growing urbanization and expected strong replacement demand, beside
moderate share of financed purchases.
ICRA 1expects these strengths, coupled with OEM’s thrust on exports, to
aid the 2W industry to report a volume CAGR of 10-12% over the medium term
to reach a size of 21-23 million units (domestic + export) by 2015-16.
As at this age people are usually not equipped with credit cards, so the online shopping is very less. The majority of the pie lies with the local store where the respondents can touch and feel the product before buying it and rest lies with the OEM dealers.
As this is the working group, so the online shopping increases and rises to 20%. But here also the majority of the pie lies with the local dealer as they are easily in the reach of the customer and touch and feel factor which was missing in the online part is available here. The OEM dealer maintains a same percentage of pie in both the age category.
SPENDING PATTERN FOR GEARS AND ACCESSORIES (18-23)
51 | P a g e
As this is also the working group, so the online shopping increases and rises to 21%. But here also the majority of the pie lies with the local dealer as they are easily in the reach of the customer and touch and feel factor which was missing in the online part is available here. The OEM dealer has a same percentage in the pie as online shopping.
As the age increases of the respondent the pie of local dealers is getting smaller and direct import is getting bigger. This age group can be connected by OEM dealer and local stores because this is the only age category where the pie for OEM dealer is the biggest.
This age group shows a huge chunk towards the high end spending bracket. This
age group also changes their gears very frequently irrespective of the fact that they
end up buying some high end good stuff. As they end up importing a lot of gears
and accessories from abroad, this can also be a reason for this 28% of respondents
who falls in that spending bracket of 50k onwards. They can be the bunch of our
potential customers because of their spending pattern.
But the major chunk lies in 20-50k range and in 5-10k range with 235 and 25%
respectively. It clearly shows that this age group has players in each and every
spending bracket.
PREFERENCE GIVEN WHILE SELECTING GEARS ..
55 | P a g e
CHART 1.20
18-23 24-28 29-35 36-55
Protection Comfort Visibility Price Style
When the respondents from various age categories were asked to rank these various
factors on the importance given to them during their purchase of gears, the above
graph shows the response of different age categories.
The preference given to “protection” by all the age
categories is the highest followed by “comfort”, ”visibility” ,”price” ,”style”. The
trend is pretty similar in all the age categories except the last one where the age
category ends up giving more preference to style more than price. Considering the
fact they had huge disposable income, so this is the only age category for which
price takes a backseat in front of style
BRANDS PREFERRED BY OUR TG
56 | P a g e
Biking had been a passion in fact more than passion for quite a lot of us and
cashing on this aspect the marketers have well established brands .As we say it’s
not just two wheelers but dreams that these brands are selling.
Apart from the machinery and durability the style of the bike is equally important
to be able to cater to these bike lovers. From the survey we have come across a
number of brands which are preferred by our TG, some of them are as follows
Dainese
Alpinestar
Cat
Agv
Fox
Vega
Studs
LS2
Daijya-(value
for money)
Axo Armour
DSG
Ngk
Rjays-
(breathable
jacket)
Gmax-
helmets(led
lights)
Cortech
(jackets)
Tour master
Scoyco-gloves
(good
ventilation)
Harley
Davidson
Steel bird
Wrangler
Givi
Scorpion (good
graphics)
Dms army
(riding boots)
Revi’it-gloves
SIDI (boots)
Nike jacket
Cramstar-
(armour jackets,
elbow guards)
Two brothers
Gliders
Joerocket
Shoei
Ninja
Yamaha
Astar
Field sheer
Knox (leg and
sheen guards)
Spar
Shark
57 | P a g e
R.S taichi
Arai
Simota
HJC
Tourgear
Motul
Vulcan
MPA
Shiftracing
Teknic
Nerve
Hein Gericke
Yoshimura
Northstar
Nolan
THE MOST PREFERRED ONE’S…
58 | P a g e
59 | P a g e
60 | P a g e
LIFESTYLE OF
TARGET GROUP
USAGE OF THE BIKE
CHART 1.21
61 | P a g e
For work
3-4 times a week
2-3 times a week
once in a week
once in a fortnight
once in a month
0% 10% 20% 30% 40% 50% 60%
54%
14%
15%
13%
3%
1%
Usage of the bike signifies the amount of wear tear the bike goes through and that
also signifies the lifetime of the bike for each individual. The gears and accessories
part also follow the same trend as of the bike. Their life time also depends on the
usage, so the more it gets used the more frequently it will get changed.
As 54% of our respondents used their bike for work, so changing
of helmets and gloves will be very frequent as they are used most even for short
rides. 42% of our respondents used their bike for leisure riding and for rides which
is approximately 2-3 times a week. Though the frequency of rides are very rare and
few but the distance covered is of same which is covered by respondents who use it
for work.
FREQUENCY OF MEETING FELLOW RIDERS
CHART 1.22
62 | P a g e
more than 2 times a week
once a week
once a month
only during rides
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
14%
26%
20%
40%
Frequency of meeting of fellow riders is quite prevalent for a biker’s lifestyle
because they enjoy each other’s company, plans out for future rides and it also gives
them an opportunity to break free from regular monotonous corporate life.
40% of our riders make sure to meet their fellow riders at least once a week,
because lot of groups makes sure to go for rides on every weekend. So this
place can be one stop place to plan out all the rides taking place.
The rest 40% of respondents only make sure to meet their fellow riders only
during rides, so before they disperse and take their way to go back home,
Adelaar can be the spot where they can get refreshed and start again.
The 20% of the respondents who only meet once in a month can also be
targeted because they make sure to make the most out of it, so high spending
habit can be expected from this group.
ARE YOU HANGING OUT WITH ADELAAR???
CHART 1.23
63 | P a g e
18-23 24-28 29-35 36-550%
10%
20%
30%
40%
50%
60%
70%
80% 70% 70%78% 80%
7%2% 0% 0%
23%28%
22% 20%
Yes No May be
When the respondents were given a choice to hangout with Adelaar these were
the set of following respondents.
The whole concept has appealed to the age group of 18-23, as this age
group loves to hangout and go for long rides with their friends.70% of
respondents has given a positive response but 23% are still in flux.
The age group of 24-28 has showed similar kind of response like 18-23
with 70% of respondents giving a positive nod to the concept and 28% of
respondents are in a state of flux.
The age group of 29-35 has shown a better response to the overall concept
of Adelaar because 78% of respondents have shown a positive response
which is better than the previous age category.
64 | P a g e
The age group of 36-55 has shown the best response among all the age
categories. This age group has shown a huge excitement for this concept
because they are exposed to this kind of concept as it is very prevalent in
abroad.
ARE YOU A MEMBER OF A MOTORCYCLE CLUB???
CHART 1.24
65 | P a g e
50%
31%
19%
18-23
Yes No Doesn't matter
50%
30%
20%
24-28
Yes No Doesn't matter
66 | P a g e
This age group shows same characteristics of the last group though they fall in the earning category. As they are just out of their college life, so they are still connected to their existing social life. So only the respondents who are sheer passionate about biking are only a part of these groups.
This age group is not so interested to be a part of motorcycle clubs because they already had a lot of social commitments because they are already into college life. So only a 50% of respondents are part of this likeminded groups who are really passionate about biking.
74%
14%
12%
29-35
Yes No Doesn't matter
69%
20%
11%
36-55
Yes No Doesn't matter
VARIOUS CLUBS
67 | P a g e
As this age group is equipped with high disposable income, so they are always looking for options from where they can get the value for their money. Social recognition is a big aspect in their life, so being a part of elite motorcycling clubs give them the much required ego boost.
This age group is also falls in the earning category, so they are also the ones who prefer to be a part of groups which will help them to mingle with likeminded people and share the same kind of passion which they share for motorcycles.
Max Torque
Royal Indians
Bangalore Pandhis
Vrangers
Trekking Bikers
Group
Ashvamedh
Royal Brothers
Gods
Bangalore CBR
250r Club
Bangalore R15
Club
FSR
BCM Touring
Born Riders
KTMC
Royal Beasts
HOG
Bullet
Brotherhood
Bangalore
Motorcycle
Club
Born Riders
Bangalore Bikers
Xbhp
Born Mofos
The Bikerni-
India's First All
Women
Motorcycle
Association
Old School
Bikers
Royal
Thumpers
Rd Dreams
Red Liners
Tachoholics
Royal Knights
Bike Nomads
Motoroids
Xkmph
Gear Heads
Rolling Thunder
Motorcycle
Club
Madras Bulls
Motorcycling
Club.
Royal Knights
Motorcycle
Club
Hungry Riders.
Indie Thumpers
RD 350 Club.
Ninja 250r
Club.
Kawasaki Ninja
650 Group.
68 | P a g e
FAVOURITE HANGOUT SPOTS
As a passionate biker it’s not just limited to the rides, bikers live with their
bikes day in and day out. They have their own set of group and friends
with whom they wish to socialize go on rides and even gossip as a matter
of fact.
As a useful insight we could judge their preference in terms of places that
they visit. The popularly known HOG group is one gang which hangs out
together and plans their rides together and on the similar lines there are
many more. Some of the popular places that came out when asked where
do they hangout.
Basil’s garage as a completely chilled out
Ginger tea shop, BTM layout
GTA-ginger tea Adda
Java city, Lavelle road with Tuskar itself there is also a favorite spot.
Airlines hotel.
Ice and spice, Kormangla is a place for the young and the happening and
you would definitely find these bikers there.
Besant Nagar beach.
Nice road. Café pascucci,indiranagar is also one of the favorite spot for
them
69 | P a g e
INSIGHTS
Ambience
When deciding about a place you wish to there are certain requirements which
need to be kept in mind. Ambience is definitely an important aspect of it.
Bikers are divided into to two categories i.e. smokers and the non-
smokers therefore it is preferred that a smoking and non-smoking zone
needs to be maintained.
Relaxing space for sitting and safely keeping your gear parts after a
long journey or may be places with shade to have a fresh yet cool
ambience would also be preferable.
It should be also treated as or positioned as one stop place for every trip
and it should have the perfect ambience to start any long journey.
Music also helps to distress and enjoys so screens with rock music or
may be sports channels should also be displayed and played.
Location
The preferable location can be near airport road or near areas like Nandi
Hills and Mekri Circle which are within a radius of 20-30 km.
A stretch of road (1km with a u-turn) and back (1km for a drag) this
will help the riders to check out their new bike and perform some safe
stunt.
70 | P a g e
Food
Refreshing drinks and hydrating drinks would be the most preferred by
the bikers as after long ride this will help them to hydrate.
A morning breakfasts are something they look forward to after their
long journeys or even before starting their long journeys.
Bonfire, bbq-ing, simple accommodation or even tents will do.
Miscellaneous
An ad on like drinks and adventure, open music joints with rocks shows
can be arranged in order to entertain and hold back the audience for a
longer duration of time.
Parking facility for the bikes is a matter of special attention since that is
a major reason which the bikers face at a lot of places.
Apart from that a comfortable 15 sitter arrangement and well informed
staff including women can add comfort and glamour to the setting.
Also special groups like HOG and Bangalore Pandhis can be given
discounts which might make them feel special and they would love to
come back to the same place again and again.
71 | P a g e
ZONE 2 EXPERIENCES
Zone 2 League-A group of bikers from different areas and groups could be
taken into the advisory board so that all the needs and requirements can be
taken into consideration and utilized to make the whole experience memorable
one every biker who steps into our store.
Sponsored rallies and gatherings- They can duplicate the whole idea
of HOG groups and come up with their own rallies and groups.
Campaigns-We can also have campaigns like bike week, races for
potential customers to test drive the new bikes.
Diversified accessories-We can also come with a unique range of
accessories ,wallets, clothing line, travelling and college bags,
Other customer benefits-Insurance, emergency roadside service,
rental arrangements, membership in riding groups, motorcycle
magazine subscription can also be considered.
72 | P a g e
GO-TO MARKET STRATEGY FOR 18-23 AND 24-28
Go-To market strategy will help this company to take the right product to the
right target segment through the right channel for distribution. This strategy will
answer what to sell, how to sell and whom to sell.
GEARS AND ACCESSORIES SHOP:
Reach: Facebook can be used to reach this target segment because this
age group is more into social media. So their presence is very high in
today’s digital world.
Every single bikers club has their own existence in Facebook today, so it
would be very easy to identify or differentiate out between TG and Non
TG.
Promotion: A show on radio with a catchy jingle will be apt to promote
this concept specially during the evening slot. Listener will be asked to
narrate a memory related to their bike and best answer will win some
coupon of Adelaar and a free test ride on Harley Davidson.
Ads aired in television catering to the parents and wives by making them
aware of a proper safety gear which is a must for every rider, this will
cater to the fear factor and hence will persuade the rider to buy a proper
safety gear.
Point of sale: This should be limited to store and (OEM dealer stores
+local stores), tie ups needs to be done because more than 50% of
respondents preferred to buy their gears from local shops located in J.C
Road and OEM dealer stores.
73 | P a g e
CUSTOMIZATION
Reach: Tie up with OEM dealers and their respective service stations will
give the much needed visibility to the custom mod shop of Adelaar. As
bikers have a habit to consult their mechanics present in their service
station of OEM dealers. So they can be the one who can be target to
promote the custom mod shop.
Promotion: College fest can be a better platform to cater to the craving
generation, because today’s youth wants its individuality, so that they
don’t get lost in the crowd. A cost effective measure which can draw a lot
of aspiring crowd and once they are on road with their customized bike
than they will do word of mouth marketing.
Point of sale: It needs to be limited to store only.
SERVICE STATION
Reach: Facebook and Twitter can be used to reach this target group.
Tweets related to what better service can do to your bike and how your
mileage can improve.
Conduct a poll in Facebook page that how many riders are satisfied with
their current servicing.
Promotion: Tie up with Castrol/ Exide and conduct a camp for a free
check up for bikes and making the riders aware what needs to be done to
make it more efficient.
Point of sale: Service station will be located in the store and a mobile
service van will also be there which can travel all the way to customer’s
doorstep and service the vehicle at his place only.
74 | P a g e
PERFORMANCE SHOP:
Reach: As the demand for this will be very few because this is made for a
niche category, so a one to one marketing can be done to the head of every
biker’s club present in Bangalore and if they are satisfied they will pass
down the information to their group members.
Promotion: As the purchasing power is limited to 20k annually, so a cost
effective way like promoting personally will make more sense by mails
and SMS.
Point of Sale: As the performance parts are on the heavier side, so it is
preferable to be sold in the store or if any client orders than it can be fitted
in his bike at his doorstep by charging some minimal amount.
PRODUCT LINE:
Jackets
Riding Pants-Rjays
Hid
Led Indicators And Tail Light
Racing Tires- Bridgestone,
Pirelli
Riding Boots-Sidi, Alpinestar
Saddlebags
Helmets-Agv,Arai
Crash Bobbins
Gloves (Cramstar Flux
Gloves)
H.I.D
Modified Silencer
Yoshimura Exhaust
Knee And Elbow Protectors
Touring Kit
K&N Air/Oil Filter
Off Roading Boots
Full Leather Racing Suit
Armored Jacket
Turtle tank bag, saddle bag
Guards
Knee protector
75 | P a g e
Riding boots(Sidi)
Riding Jacket (Knox,
Alpinestar, Dainese)
Helmet (Aria. Alpinestar)
Screaming Eagle Filter
Gloves (Alpinestar)
Riding Pants(Agv)
Detachable Panniers
Hotbodies
Akrapovic,Racefit
Aftermarket Exhaust (Akra)
Screaming Eagle Wrap
Hd Kit
Glasses
Back Rest
Communication System
Steering Dampner
76 | P a g e
GO-TO MARKET STRATEGY FOR 28-35 AND 36-55
Go-To market strategy will help this company to take the right product to the
right target segment through the right channel for distribution. This strategy will
answer what to sell, how to sell and whom to sell.
GEARS AND ACCESSORIES SHOP:
Reach: Facebook can be used to reach this target segment also because
this age group is also into social media7. So their presence is very high in
today’s digital world.
Rallies can be sponsored which will help all the bikers come under one
roof and that will also give the much required visibility.
Promotion: Banners and Billboards can be put on near UB city, Lavelle
road, M.G road, Nandi hills. Print ads in auto magazines can also be done.
Point of sale: This should be limited to store and online stores, web
presence is much required because this age group buys online even if there
is no payment gateway than also it will be ok. C.O.D option can be made
available for people who are ordering online. Tie up with local store can
also be done because approximately 30% of customers shops from there.
CUSTOMIZATION
Reach: Tie up with OEM dealers and their respective service stations will
give the much needed visibility to the custom mod shop of Adelaar. As
bikers have a habit to consult their mechanics present in their service
station of OEM dealers. So they can be the one who can be target to
promote the custom mod shop.
7 Assumed that even people of different age groups are also active users of Facebook.
77 | P a g e
Promotion: A bike week can be organized where all the superbike owners
can be invited to the store and should be give a chance to show or perform
their skills and flaunt what they own and this will give a chance to
showcase Adelaar their customized bikes.
Point of sale: It needs to be limited to store only.
SERVICE STATION
Reach: Facebook and Twitter can be used to reach this target group.
Tweets related to what better service can do to your bike and how your
mileage can improve.
Promotion: Print ads in TOI8 and ET will target the right kind of audience
and also the ads will cater to masses which will also promote the other
units like restaurant and bar. A coupon can be attached with the paper and
getting that coupon will help to avail a certain amount of discount on
servicing.
Point of sale: Service station will be located in the store and a mobile
service van will also be there which can travel all the way to customer’s
doorstep and service the vehicle at his place only.
4. Which brands do you usually prefer for riding gears and motorcycle accessories? Reason for preference. 1. 2. 3. 4.
5. How often do you change your accessories and gears?
Once in a year
Once in two year
Wait for it to tear up completely.
6. How much do you spend on Riding gears and Motorcycle accessories annually?
INR 0 to 5,000
85 | P a g e
INR 5,000 to 10,000
INR 10,000 to 20,000
INR 20,000 to 50,000
INR 50,000 to 1, 00,000
>INR 1, 00,000
7. Your most preferred mode of purchase of Riding gears and Motorcycle accessories?
Shop online
Local stores
OEM-Dealer
Direct import
8. On a scale to 1 to 7, with 1 being the least important and 7 being the most important, score each of the following factors based on your personal consideration when you choose your riding gear?
Style
Comfort
Price
Protection
Visibility
9. What all Motorcycle accessories and Riding gears you aspire to buy in the next two years?
a.
b.
c.
USAGE OF THE BIKE
86 | P a g e
1. How often do you ride your bike?
May be once in a month
Once in a week
2-3 times in a week
3-4 times in a week
Every day: use it for work
Once in a fortnight
2. Do you have a company when you ride?
Alone: solo riding
With a pillion
With a pillion and a group of bikers
Alone but with group of riders
3. Are you a part of any Motorcycle club in Bangalore?
Yes No doesn’t matter
4. If yes than please specify. …………………………………………………………………………………………………….
5. Do you meet your fellow riders at a designated place?
Yes No
6. If yes than please specify. …………………………………………………………………………………………………….
7. Does this place change or is it a permanent hangout for catch up?
Yes, it’s a permanent place No, it keeps on changing
8. If no than what exactly do you look forward from a place where you and your group can hang