GROUP 6

TANVI AGGARWAL 4 SEEMANT GUPTA 16 SHEENA JAIN 18 NAYANA NAYAK 31 AMI PAREKH 33 KAUSTUBH TIKKAM 55

SHOPPER SEGMENTS AND PATH TO PURCHASE

1. Ambience Seeker Customers like to move around the showroom and see the different displays of bikes. A bike simulator would add to the ambience to the showroom

2. Variety Seeker Yamaha FZ 16, FZ S, SZ R, Fazer ,R 15 are similar bikes 150 cc. 7 Scooteys being launched next year. Customers try each and do not come with a fixed mind

3. Involved Post purchase communication is important. Two wheeler segment is a high involvement category. People gather information about the specs and take test drives before making the purchase decision. Comparisons between diff brands.

4. Consultative Accompanying person such as friend or relative who already owns a bike. Feedback about the bike.

5. Inquirer Initial stage of inquiry regarding the different models. Brochures of the different bikes for specs. 6. Familiar Background research of the different models Interact and form a relationship with the sales rep for discounts and information.

7. Brand Conscious Yamaha is priced higher than the Indian counterparts such as Hero and Bajaj due to its high brand value. 8. Quality Conscious Established brand known for good quality and stylish designs.

 Showrooms 400sq ft to 1000sq ft 60% to 70% space kept for bikes inside and bikes meant for the delivery on the same day are parked outside. High Involvement Category Conceptual Model. PtoP is from the bikes to the counter.

Shopper experience activities

Bike simulators

In store visual merchandising

In store visual merchandising

In store visual merchandising

In store visual merchandising

LED TVS bike races

Customization Personalized stickers

Shopper experience activities

1) Yamaha Stunt Show Professional stunt riders performing stunts in Yamaha motorcycles.

Shopper experience activities

Launch of FZ S in Nepal

Yamaha Mania
Yamaha Mania focuses on:

Enhancing the Bike Fever through:

An opportunity of a video-game parlor indulgence.

Participants are required to:

Mount the displayed motorcycles.

( Two motorcycles would be located in the same arena) The rider of each motorcycle to: Compete on gathering maximum points in Shooting Valley. Winners to be awarded with discounts on purchase of a Yamaha Bike.

Financial Planning
Expenses: Rental charges (For a 200sq. Ft. space in Neptune mall) ( 5 malls ) Printer (personalized stickers) Bike simulator LED TVS (2 no.s ) Cost Rs. 250 sq. ft. (Rs. 50,000)

Rs

5,000

Rs. 6,00,000 Rs. 70,000

4 Yamaha Bikes
Yamaha Stunt Show Total

Rs.

80,000 each

Rs. 3,00,000 Rs 14,45,000

Template For Measuring Success Gauging Customer Feedback before the events start is a critical factor to achieve success.

Bike Simulator
Increase in customer walk-ins No. Of persons trying it No. Of bookings immediately after the simulator has been tried No. Of bookings of the model tried on the simulator Increase in sales Monthly

In store VM

monthly no.

No. of customers entering the store

No. of customers entering the store after the new VM Increase in customer walkin Increase in bike sales Increase in accessories sales Number of customers opting for personalized stickers %ge of customers who opted for personal stickers

Yamaha Stunt Show No . of people who attended the show No. Of registerations No. Of people who took a test ride No . Of conversions of these people No. Of customer walkins in the week preeceding the show Increase in customer walkins increase in sales

Yamaha Mania

Monthly

Customer Walk-ins (In numbers)

Registrations for Yamaha Mania No. of actual participants in Yamaha Mania Ease of Yamaha Bike Usage No. of conversions No. of participants displaying interest in Yamaha Bikes post-event Increase in sales: (Pre-Event vs. PostEvent)

Feedback form
What does the term Bike Event signify to you? Speed Energy Race Have you been an active participant of Bike Promotions and Mock TestDrives in malls? Yes No Would you be interested in purchasing a Bike promoted well in the mall? Yes No

Feedback form
Do test-drives of expensive Bikes in-store motivate you make a purchase? Yes No Any suggestions that you would like to give us for Bike Promotions? Develop a video game setting with the Bike event Trainers to help learn riding In-store Bike competitions Neutral