Introduction

Yamaha made its initial foray into India in 1985.

In August 2001, Yamaha Motor India became a
100% subsidiary of Yamaha Motor Co., Ltd, Japan
(YMC). In 2008, Mitsui & Co., Ltd. entered into an
agreement with YMC to become a joint-investor
in the company "India Yamaha Motor Private
Limited (IYM)". IYM's manufacturing facilities
comprise of 2 State-of-the-art Plants at Surajpur
(Uttar Pradesh) and Faridabad (Haryana). The
infrastructure at both the plants supports
production of motorcycles and parts for the
domestic as well as overseasMARKETS.

COMPETITORS

HERO
HONDA
BAJAJ
KTM
TVS
SUZUKI

SWOT
SWOT Analysis
Analysis
Strengths:
Excellent branding, advertising
Yamaha Motor Corporation has over 39,000
employees
Produces long lasting products
Well established and trusted
Weakness:
Yamaha has narrow product line in Indian market
Lesser fuel efficiency

Opportunities:
Products are cheaper than Honda
Growing demand in the market
Innovative products
Banks are willing to give motorcycle credits
Threats:
Increasing number of players in the market
Raising raw material costs
Lower reselling value than Honda

 Market Segmentation

Yamaha caters to the market of tier I

and tier II cities. It caters to males
between the age group of 18 to 35.
It caters to upper middle class
families. It has high pick up and
speed. It is the most innovative and
most stylish bike manufacturers.
Therefore, it is youth centric.

Positioning
YES stands for Yamaha extended services. It tells
that now Yamaha is growing in all parts of the
country. It has good nationwide service. It can be
purchased easily. It gives good pick up, speed
and better mileage. It provides comfort.
Therefore, this advertisement portrays Yamaha
as common mans racing bike. It conveys the
message of staying ahead
of tortoises focusing on the speed of the bike

Strategic branding.
Celebrity endorsements
John Abraham is the brand ambassador for
Yamaha SZR. The hard sturdy look of the bike
can be correlated with the masculinity of John
Abraham. It thus says that it is a bike for all
masculine, speed and thrill loving people.

5.3.3 Use of songs for advertisement

Yamaha thought it is the best way to portray the efficiencies of the
bikes. To enhance the advertisement and make it appealing, the song
Ruk Jaana Nahin has been used as the background score. The
campaign is a national level campaign catering to regional markets
as well including south, west and east India. The target consumer is
essentially 24 yrs & above from SEC A/B and preferably male.

 Conclusion

Yamaha reflects racing bikes in India.

It has good pick up and speed. It is
famous for its sturdy, stylish looks
and best technologies. It caters to
upper middle class and middlemiddle class income group,
especially adult.

Marketing mix
Product

R1
FZ
R15
Fazer
FZS F1
SZ-S
YBR 110,125
SS 125
CRUX
FZS
its product portfolio includes YZF-R15 Version 2.0 (150cc), Fazer (153cc),
Fazer Version 2.0 (149cc), FZ-S (153cc), FZ-S FI Version 2.0 (149 cc), FZ
(153cc), FZ FI Version 2.0 (149 cc), SZ-S & SZ-RR (153cc), SZ RR Version
2.0 (149 cc), SS125 (123cc), YBR125 (123cc), YBR110 (106cc), Crux (106cc)
and Scooters Ray (113cc), Ray Z (113cc) and Alpha (113 cc). Its import
portfolio includes VMAX (1,679cc), YZF-R1 (998cc) and FZ1 (998cc).

price

Price range between 39900CRUX -8.2

lakh R1 bike are present in indian
market.

Place
With a strong workforce of more than
2,300 employees, IYM is highly
customer-driven and has a countrywide
network of over 1200 customer touchpoints including 400 dealers.

Promotion

Yamaha extends its safety awareness promotional activities

throughout its business territories.
At Yamaha, we believe that business extends to providing our customers
with the knowledge on how to use our products safely for as long as
possible. Below we have listed our focal points:
Motorcycle riding academies by ex-racing riders to be held for police
forces that employ motorcycles
Maintenance courses and safe-riding courses to be held for governmental
and international organizations
Safe-riding seminars to nurture instructors to be held amongst distributor
staff to enable our distributors to holdYRAsessions.
Other necessary educational activities to be held to ensure that the
MARKETexperiences healthy growth
Such safety awareness promotional activities are rated highly amongst the
local community, and this is one of the reasons why so many people
choose Yamaha not only because of our products themselves, but also
due to the integrated services that we provide along with them.