TEAM MEMBERS

 Shifa Qureshi
 Aishwarya Poojary
 Akshay Patel
 Shehbaz Shaikh
 Shivani Singh
 Divya Panchal
 Abijith Kumar
RE-LAUNCH OF YAMAHA RX100
 India Yamaha Motor ltd.
Yamaha made its initial foray in India in 1985.
Subsequently it entered into a 50-50 joint venture with the
Escorts group in 1996.
India Yamaha motor is highly customer- driven and has a
country wide network of over 400 dealers.
Yamaha products include sports bike, motor bikes,
commuter vehicles including scooters, marine engines,
automobile engines.
In the financial year 2016-2017 Yamaha sold over 7.8 lakh
two-wheelers,Yamaha holds a market share of 7.86 per cent.
Yamaha RX100 -“Born To Lead”
Reasons for failure
 During 1995 there was major reforms pollution control act
in India
 Emission policy
 Bike use to pollute a lot.
 Breaking issues
 2 stroke engine ban in India.
 WHY RE-LAUNCH OF YAMAHA RX100?

 Rx100 was extremely popular during the late 80s and early 90s.
 The bike was made extremely strong and rigid.
 The main reason of re-launching of Yamaha rx100 is because of the
growing demand and the vintage look of the bike which attracts the
youth's.
 The sound packed with high power torque created a craze among
the youths.
 It was one of the best sellers and most famous Motorbikes of its
time.
 CONCEPT DEVELOPMENT OF RX 100
 Need of the product in market:
Because of the growing Demand of Yamaha Motors as it is the
most trusted Brand.
 Target market/people for the product:
GEOGRAPHIC
Region Pan India.
Community Urban, Suburban, Rural
DEMOGRAPHIC
Age Above 18 to 30years
Gender Male
Income Status(Monthly Income) Rs.20000-30000, Rs. 30000-40000, Rs. 40000-50000.
Target Cont.…..:
Occupation Employed, Unemployed, Professionals, Students,
Homebody.
PSYCHOGRAPHIC
Social Class Upper Lower, Working Class, Middle Class, Upper
Middle.
BEHAVIORAL
Occasion Regular Basis, Special Occasion.
Benefits Quality Service, Enhanced performance with Better
Mileage, Economical, Value for money.
User Status Non User, Ex-User, Potential User, First Time User,
Regular User.
Usage Rate Light user, Medium User, Heavy User.
Loyalty Status None, Medium, Strong, Absolute.
 Benefits of RX100:
 Replacing 2 Stroke Engine by 4 Stroke BS4 engine.
 Replacing Front Drum brakes by Disc brake.
 New 2 cylindrical shaped Speedometers with Gear indicator in silver
color.
 Introducing 5 speed Engine with YAMAHA Blue Core Technology.
 Maintaining the vintage look – Round headlight, Silver color Front &
Rear Mudguard And Rims.
 Introducing Self-start button and Automatic Headlight
 Introducing the Bike in New Colors.
 Yamah
a

Musical Electronic Sports

Vehicle Audio Semiconnector Equipment
Instrument Product

Motor
Scooters
Cycles

Super
Fasino Ray ZR Ray Z Alpha Bikes
Bikes

Commut
Disc Drum Disc Drum YZF- R1 MT- 09 Sports
ers

Fazer- Suloto Suloto SZ RR YZF YZF R15

FZ 25 FZ- FI FZS-FI RX100 YZF R3
FI RX 125 Ver2.0 R15 Ver. 2.0
Rear Without
Disc Drum Disc Rear Disc
Break Break
 PERCEPTUAL MAPPING OF RX100
HIGH PRICE

Hero Hf Dawn Hero Hf Deluxe 13s

TVS Star City Honda CD 110 Dream
Bajaj Discover 110 Honda Dream Neo
Bajaj V12 Mahindra Centuro
Honda Dream Yuga Hero Passion Pro
HIGH LOW
SPECS SPECS

Hero Splendor Plus

Bajaj Platina Bajaj CT 100
Hero Splendor pro TVS Sport
YAMAHA RX100 Honda NAVI
Hero Glamour

LOW PRICE
 ANSOFF MATRIX
A strategic planning tool which will provide a framework to
help executives, senior managers, and marketers devise
strategies for further future growth.

MARKET PENETRATION
 To increase the sales in the existing market Yamaha will
provide offers on Bikes services, attractive offers on festivals
 Best EMI plans.
PRODUCT DEVELOPMENT
 The bike introduce with new features
 Introducing bike in new Color Combination.
Contd…
MARKET DEVELOPMENT
 To increase the customer base Yamaha Motors will launch the
bike new markets Indonesia, Nepal, Pakistan, Bangladesh
DIVERSIFICATION
Related Diversification
 Yamalube- Lubricants, Engine Oils, Polish, Gear Oil,
Unrelated Diversification
 Musical Instruments
 POP AND POD OF YAMAHA RX 100
Following are the points of parity of Yamaha rx100.
 Considering the first unique factor is of maintaining the vintage look in
Yamaha rx100.
 Coming up with the new variant of disc brake.
 Introducing 5 speed in Yamaha RX 100.
 Coming with new features such as gear indicator.
 Invention of cylindrical drum speedometer.
 Yamaha Blue Core Technology
POP AND POD OF YAMAHA RX 100
Following are the points of differentiations of yamaha
rx100.
 Low Price
 Bs4 engine.
 Automatic handling
 self start.
 Good Average
 MARKETING MODELS
Yamaha motors is following AIDA model.
AIDA MODEL
 Attention-Rational Appeal
TVC-Taking a brand ambassador as John Abraham
in the ad, Based on the vintage look ad the
features of the bike will be highlighted on National
Channels.
Newspaper-Ads in Times of India, Mumbai Mirror,
Economic Times
Digital Marketing- Social Media Platform,
Automobile Websites, Company Website.
Magazine-Autoindia, Zigwheels, Bike India, Top Gear.
Auto Expo-Delhi, Mumbai, Bangalore.

 INTEREST
Maintaining the Vintage look, Powerful Engine, Stylish Speedometer, 5
Speed Engine, Introducing the Yamaha Blue Core technology for
enhancing the performance, Disc Brake, Self start.
 DESIRE
• Promotional First 6 months offer- Providing Free Service for 2 years
and additional discount on Insurance.
• Festival offers- Offering 5% Discounts on festivals
• End of the year sale Offers- Zero down payment, Easy Emi options.
• ACTION- Generate sales
 PRODUCT LIFE CYCLE OF RX100
Introduction Stage:
 PRODUCT STRATEGY:
 Re-launch of Rx100 with Disc brake.
 Colours-
 PRICING / PROMOTION:
 Following the Rapid Penetration Strategy.
 Price - Rs. 41000 (ex-showroom price, Delhi)
 Promotion- Initial free Service and Insurance offers
 DISTRIBUTION:
 Using the Yamaha Dealers which are situated in PAN India
 PRODUCT LIFE CYCLE OF RX100
GROWTH STRATEGY:
PRODUCT STRATEGY:
 Introducing new variant with Color Combinations
PRICING/PROMOTION :
Following the same strategy
To enhance sales festive offers will be provided
 DISTRIBUTION:
 Providing additional benefits to the dealers on bulk orders.
 MATURITY STRATEGY :
 PRODUCT STRATEGY:
Launching Bike in New Colour
 PRICING/PROMOTION :
 Rapid Penetration Strategy.
 DISTRIBUTION STRATEGY:
 The company would be focusing on the profitable segment
only.
DECLINE STAGE:

 PRODUCT STRATEGY:
 The Company will be applying wait and watch strategy.
 PRICING/PROMOTION :
 The Company would be following slow penetrations strategy.
 DISTRIBUTION STRATEGY:
 The Company would be focusing only on selective
distributions.
 SWOT ANALYSIS OF RX 100
STRENGTH WEAKNESS
•Performance •Comparatively Low Average.
•Style
•Vintage Look
•Disc brakes
•5 speed Engine
•Yamaha Blue Core Technology

OPPORTUNITY THREATS
•Increasing the market to international •Competitors
level •Low price bike.
•Cost management to reduce cost of the
Bike.
•Modification in the bike.
 RESEARCH-BASED ON PERCEPTION
STUDY
 Objective- To study the people's preference towards two-
wheelers.
 Research Design- Primary research
 Questionnaire method was used to collect the primary data from
the respondents
 Sampling- Random Sampling
 Sample size of 60 respondents.
 FINDINGS OF RESEARCH
 Objective- To study preference of the people towards Two wheelers.

 Interpretation
 Based on our findings it reveals that there is large no. of people
who prefer to have commuter bike for their daily commuting.
 Mileage is the deciding factor for major no. of people while
considering a new purchase of a bike.
 Yamaha comes first in people’s mind while comparing with others
due to it best performance bikes and excellent mileage.
 According to our research about 90% of the people think re-launch
of RX100 would be a great idea and many are waiting to buy the
same because of the excellent build quality of the bike and
performance delivered by the bike.
 RECOMMENDATION

 We recommend Yamaha Motors to Maintain the Vintage Look as

people are more attracted towards the vintage look of the bike
 Based on our finding we recommend the bike to be launched with
Disc Brake.
 There is huge demand of bike in the commuter segment and as
RX100 is a commuter bike so more emphasis has to be given on the
adverstisement to increase the sales of the bike.
 Based on our findings it reveals that the prior model used to give a
low mileage so there is need to improve the mileage of the bike.
 CONCLUSION
 As a well known brand, Yamaha has already created a benchmark in
the eyes of the people that is why re-launching of Yamaha RX100 is
an excellent idea. As studied there will be good amount of sales of
Yamaha bikes as people are awaiting for re-launch Yamaha RX100.
 The new and more advance feature is adopted such as replacing 2
stroke engine by 4 stroke engine, replacing front drum brakes by
disc brakes etc. which makes Yamaha more reliable and
dependable.
 As per the responses received most of the people prefer to buy
Yamaha RX100.
Thank you