Cruiser Bike

Cruiser bike Group membersGroup members• Piyush guptaPiyush gupta• Sumeet chhillarSumeet chhillar• waleed rajawaleed raja• Rohit kaushikRohit kaushik

Marketing Objective & Strategies

Product Place Pricing Promotion

ProductProduct Cruiser bike is bike which runs very fast with speed upto 260km.

Cruiser bike will be available with the follwing colours and graphics: Green with lion star graphicsGreen with lion star graphics Red hawk’s graphicsRed hawk’s graphics Yellow with lion shade graphicsYellow with lion shade graphics White with charmeleon graphicsWhite with charmeleon graphics Blue with speed up graphicsBlue with speed up graphics Dark black with night riders graphicsDark black with night riders graphics

Product

Type Cruiser bike

Features Cruiser bike is a comfortable bike

Manufacturer PP Company Ltd.

Identification brand – cruiser bike

Product Life Cycle Our product lie in introductionperiod Low sales High costs per customer Negative profits Innovator customers Few competitorsObjective: to create awareness and trial Offer a basic product Price at cost-plus Selective distribution Awareness – dealers and early adopters Induce trial via heavy sales promotion

FINANCIALFINANCIAL

Will be incorporated with an initial Will be incorporated with an initial investment of Rs.50 cr (Rs 500 million)investment of Rs.50 cr (Rs 500 million)

Place

Distribution Channel Product location

availability Modes of transportation

Distribution Channel

Mumbai

Delhi

Chennai

Mumbai

Bangalore

Within region

Product Location Availability PP company ltd has no set geographic target area. PP company ltd has no set geographic target area. By leveraging the benefits of liberalization and integration of the By leveraging the benefits of liberalization and integration of the

markets of the world, PP company ltd will seek to serve both markets of the world, PP company ltd will seek to serve both domestic and international customers. domestic and international customers.

Metropolitan Cities, small cities, towns, other countries.Metropolitan Cities, small cities, towns, other countries.

Modes of transportation

From road transportation

Pricing Policy Apply the concept of providing quality product at optimum

price

Provide Lucrative discounts, deals and schemes

Adopt sales oriented objective

Have one price policy to maintain a goodwill among customers.

Pricing Strategy So, as a new comer our pricing strategy is to introduce our

products in the market at lower prices so as to create the huge demand in the market and to compete with other competitors.

As we come up in the demand, we will increase our prices and will provide more efficient and affordable bikes.

As part of the strategy for Indian market, the company has introduced five models price range between Rs 12 - 14 lakhs.

Cruiser bike has introduced models that include - the Fat Boy, Night Rod Special, One in the 1325 bhp,70 nnm torque@8200cc category.

Factors The factors which will contribute to the success for our bike

demands in market: High consumer retention rateHigh consumer retention rate Price, a competitive advantagePrice, a competitive advantage Great distribution networkGreat distribution network Well productWell product

Launching and Promotion Promotional Tactics

Provide free trials in the market for the brand awareness

Advertising The following shows the advertising in the print media – to

our target audience by using the message showing a bike

“Ride it once ”

Tie – Up Promotion Strategy We will tie up with PVR cinemas to increase our branding. Will be putting up stalls in every malls like – Bangalore, Gujarat,

Hyderabad, Maharashtra, MP, NCR, Punjab, UP and many.

`in-film advertising' Will be giving our brand (bikes) to be use in movie. Example : In movie ‘Yaadein’ – Yamaha, Hero cycle, Honda… `in-film advertising' - a brand using the medium of cinema to promote its

message. A number of marketers are now using movies to project the core values of their brands. In-film advertising, in its most effective form, is about a brand being a part of the cinema's content.

Take for instance, the Hollywood flick `What Women

Want'. This Mel Gibson starrer has a Nike commercial as

part of the script. It gels with the script so well that you

don't realized you're watching a commercial camouflaged in

the screenplay

Thank YouThank You

By Reference : Mr. pushp lamba