THE

PHEONIX
PROJECT

TEAM: THE PERFECT

DUO

TUSHAR JAIN
KAJAL SHARMA
(IIM SHILLONG)
 SITUATIONAL ANALYSIS
 The automobile industry in India is world’s fourth
largest
 Increase in the youth percentage in the country
and the income of middle class family
 Significant cost advantage in comparison to the
other nations
 Reforms like GST and other policies to help
promote the sector
 Changing trend in the automobile sector and the
emergence of Electric Vehicle can provide further
opportunities
 The Ministry of Heavy Industries, Government of
India has shortlisted 11 cities in the country for
introduction of electric vehicles (EVs) in their public
transport systems
 Domestic two-wheeler industry is expected to grow
at 8-10 per cent during FY19. Also, Luxury car
market in India is expected to grow at a 25 per cent
CAGR till 2020
 automobile production increased at 6.96 per cent
CAGR between FY13-19 with 30.92 million vehicles
manufactured in the country in FY19
 Two-wheelers dominate the industry and made up
81 per cent share in the domestic automobile sales
in FY19
 Domestic automobiles sales increased at 6.71 per
cent CAGR between FY13-18 with 26.27 million
vehicles being sold in FY19
 Five per cent of total FDI inflows to India from April
2000 to June 2019 went into the automobiles sector 2
CURREN
TMARKE
T
ANALYSIS
COMPANY MARKET GOALS
Keep up with the upcoming
trends in the market
Get a first mover advantage over its
competitors
Test Digital Ventures and unlock data
value
Shape and support the 2 wheeler
ecosystem
Be a combination of Experience
Provider, Value Player and
Innovator all in one
To ensure that the customer gets the
highest level of satisfaction
To be the leader in its product segment
Have Ever better motorcycles and
manufacturing
To deploy intelligent innovations and
technologies to become a world
leader in customer satisfaction and
quality
To be the most attractive brand for the
customer base
4
MARKETING STRATEGIES
 PRODUCT DIVERSIFICATION:- Customize multiple versions of a certain model like Apple does for
its mobile models to address all the possible target markets.

 CANNIBALISATION:- Launch such products that can compete with our own existing products.
Better for us to gain a market share then the competitors. Example:- Titan
 
 Entry into the electric 2 Wheeler Segment

 Getting prominent personalities to join and promote the brand

 Create a unique ecosystem to help increase sale of the Phoenix Products

 
 Tie-Ups with famed and huge crowd pulling events like NH7 Weekender, Sunburn etc.

 Organize Road trips once in 6 months to places like Ladakh to gain more limelight

 Indulge in CSR activities to give back to the society in a healthy manner

 STRENGTHS THREATS
 Harley Davidson is a leader in  Competition from other
motorcycle innovation & has strong manufacturers can affect Harley
brand equity and brand loyalty Davidson's business
 The company has a strong financial  External changes (government,
position owing to good sales worldwide politics, taxes, etc)
 High quality products are manufactured  Lower cost competitors or imports
 Social Media, biker groups and  Product substitution is a threat for
merchandising has made Harley S Harley Davidson as many motorcycle
Davidson a popular iconic "cult" brand brands are available
 Good product range offered in more
than 60 countries worldwide
 The brand has excellent marketing and
branding across the world W SWOT T

OPPORTUNITIES
WEAKNESSES
 Emerging markets and expansion
 Strong competition from other O abroad can be a big opportunity for
motorcycle manufacturers means Harley Davidson
limited market share growth for Harley  Product diversification and services
Davidson expansion can increase its business
 Allegation charges against the  Expanding demographics can be a way
company to expand business
 High Pricing  Emergence of potential Electric 2 W
PORTER’S 5 Force Analysis
Threat of Substitute: -
HIGH
 Switching Cost is lower
 Presence of direct
substitute goods
Bargaining power of suppliers: -
LOW
 Automobile sector is pretty
fragmented
 Competition amongst suppliers
to increase their sales

Threat of new entrants: - Rivalry among Competitors: - Bargaining power of buyers:-

LOW
 Entry barriers are high
 Presence of a consolidated
industry
 Existing Established players
HIGH
 Price and quality play a huge
role amongst competitors
 Various methods chosen to
attract customers
 Various models adapted by the
customers
HIGH
 Presence of multiple options
to the buyers
 Business needs to succumb to
the needs of the customers to
attract them
 INDIAN 2-Wheeler
AUTOMOBILE 3-Wheeler
SECTOR Commercial Vehicles
SEGMENTATION Passenger Vehicles
Utility Vehicles

Mopeds
Scooter 2-WHEELER
Motorcycles SEGMENT
Electric 2W CLASSIFICATION
8
 SEGMENTATION TARGET POSITIONING

Geography:- Mountain Terrains and the plains Geography:- Geography:-

can be the possible segmentation terms of
Geography

Gender:- Bikes to be launched for both male

and females, keeping in mind that the number
of female bike riders is increasing at a high rate

Age Groups: Usage:

Income Level:
 Under 25  Adventure
 High
 25-45  Collection
 Middle
 45 & above  Daily Use

PRODUCT
 Leading global motorcycle
brands worldwide
 High product differentiation
& customisation
 Has many brands under its
products
 Various produces: Big V-
Twins, Small V-Twins,
Revolution Engine and Single
cylinder engines like IOE
singles, Flathead and OHV
singles & Two-stroke singles
 Various rages are Touring,
Softing, Dyna, Sportster,
VRSC and Street
 Also sells merchandise which
formulates around 7% of
sales
4 P’s Market Mix
PRICE PLACE PROMOTION
 Follows a premium  It has a deep reach in the  Harley Davidson has an
pricing strategy in its consumer mind-set due to its aggressive promotional
marketing mix The strong brand equity even strategy. It sells on the
strategy to is to show though the penetration of basis of customer
the class experience of number is low experience.
owning a Harley  Their showrooms are only  Run bike tours, are to
 Value over cost benefit present in posh areas give a highway biking
is provided  Harley Davidson also has a experience like never
 Has a facility strong network of dealers. before.
department which  There are approximately  Offers & discounts are
helps in faster 29Harley-Davidson offered to promote
payment processing bike dealers operating in India as  Used music as a means
and helps increase of Jan 2020. Harley-Davidson to reach to customers
bike showrooms in India are  Uses print, online ads
sales
spread across 15 states and 21
cities and include well established
and billboards to
as well as new Harley-Davidson showcase their
bike dealers motorcycles
4 P – MARKET MIX
 PRODUCT
 Harley Davidson is one of the leading global motorcycle brands
worldwide
 Has a high product differentiation and customisation
 Harley Davidson has many brands & produces such as: Big V-
Twins, Small V-Twins, Revolution Engine and Single cylinder
engines like IOE singles, Flathead and OHV singles and Two-
stroke singles
 The Harley Davidson model ranges are Touring, Softing, Dyna,
Sportster, VRSC and Street
 The Touring models are the only models to be equipped with
radio and have a windshield upfront had saddlebags on the
sides
 The Softails are lower on the backside of the motorcycle while
boring the traditional headlights and steering in the front
 Dyna models are generally narrower than Softail
 Sportster is a sports motor vehicle meant for rough race tracks
 Also sells merchandise which formulates around 7% of it total
sales. 12
 PRICE

 Follows a premium pricing strategy in its marketing mix The

strategy to is to show the class experience of owning a Harley
 Value over cost benefit is provided
 Has a facility department which helps in faster payment
processing and helps increase sales
 Harley Davidson aims at making the consumer feel superior by
special club ownership, merchandise and well customised
services to justify the premium pricing. They give value over cost
benefit
 By maintaining its first-class position in the market, it makes
sure to keep the pricing strategy high so that it influences a
sense of social upliftment if one owns a Harley Davidson bike
 Harley Davidson Inc. has a subsidiary called H D Financial
Services which provides financial assistance for facilitating
payment processes to foster more and more sales

13
 PLACE

 It has a deep reach in the consumer mind-set due to its

strong brand equity even though the penetration of number
of Harley Davidson outlets is kept low
 This is a strategy as by increasing the number of stores or
increasing the availability and access to their stores they do
not want to risk their positioning of a premium brand
 Their showrooms are only present in posh localities of all
cities they set up in
 Harley Davidson also has a strong network of dealers that are
channels of sales in places where showrooms are not
available
 There are approximately 29 Harley-Davidson
bike dealers operating in India as of Jan 2020
 Harley-Davidson bike showrooms in India are spread across
15 states and 21 cities and include well established as well as
new Harley-Davidson bike dealers
14
 PROMOTION

 Harley Davidson has an aggressive promotional strategy in

its marketing mix. It sells on the basis of customer
experience, the Harley Davidson experience

 They run bike tours, Harley Davidson Owner’s Group, etc

are to give a highway biking experience like never before

 Offers and discounts are offered to promote themselves

 Used music as a means to reach out to customers

 Harley Davidson also uses print, online ads and billboards

to showcase their motorcycles. Hence, this complete the
Harley Davidson marketing mix

15
THANKYOU !!