YAMAHA MOTOR PAKISTAN

PROMOTIONAL PLAN

Promotion is the key part for any organization to sell its product. Basically the main purpose
of promotion is to seek attention of the customer and to keep the name of the brand into
the customer’s mind.

RECENT PROMOTIONAL TOOLS OF YAMAHA:

Yamaha Motors promotes its products and brand using a variety of methods that are in
following.
 Events are one of the most popular methods that the brand uses to promote its
products and brand. Yamaha promotes its products through several shows including
auto expos and road races.
 It uses print media and online channels for the promotion of its products. Several
motorcycle websites and its own website to provide information on Yamaha
products. Digital channels have increasingly taken the place of the traditional
channels in marketing and more and more brands are using them to promote their
products and reach a larger customer audience.
 Social media is also an attractive channel for marketing that is being used by most
brands across the globe. From Facebook to Twitter and YouTube, Yamaha has used
all the social media channels .

RECOMMENDATION:
Yamaha is using different methods of promoting their products but there are still several
things that they need to do in order to promote their products further. Since they have only
1 product in three different classes, therefore they should focus on following,
 Advertisement: Some advertisement in shape of TVCs and print media must be used.
Along time ago we have seen TVCs and print media ads from Yamaha but now they
are not using these mediums while their prime competitor Atlas Honda is always
using these mediums. In using TVCs they must focus on what they are presenting and
who are representing their product not like other TVCs where representations are
dancing on the floor with no concept of selling a motorcycle brand (TVC of Honda
 150). Just like the following picture, they must focus on what they are presenting.
The advertisement must be product and customer centered.

 Vlogers, Tourists and Road Masters: Another good work that Yamaha should focus is
to invite famous international and local vlogers, tourists and bikers who wish to
explore the natural beauty or who are on visit of Pakistan to promote their product.
In this view a good step was taken by Atlas Honda in which they promoted their
150CC and 125CC bikes through international bikers who were on visit of Pakistan.
Rossie Gabreilla is a famous name in this regards. She has visited Pakistan and she
very inspired with Pakistani culture and she travels the whole world on her bike.

 Sales Promotion: A certain percentage of Discounts on special occasions like

Ramadan and Eid offer, 14th August and 23rd March offer, 25th December offer, New
year offer should be announced. No other motorcycle manufacturing company
announce such offers, so this will be a good tool for enhancing sales and attracting
customers.

DUE CARE IN ADVERTISEMENT:

While making advertisement, extensive due care steps must be taken in order to ensure the
effectiveness of advertisement.
  Do not rely on advertisement agencies in selecting the models / representative of
products. It should reflect from the ad that the models that are representing the
product have used it. In other words the ad should represent the reality or
originality. The ad should not be of selling refrigerator through Michal Shoemaker.
(most famous formula one racer)

 Must check, recheck the advertisement. The ad either in print media or in electronic
media must be checked by the marketing team and other experts. Compare what
the ad is presenting and what does the company want to present through the ad.

 Selection of roads and areas are very important in making TVCs. It should reflect the
actual road that can be travelled through Yamaha motorbikes.

 Timing of advertisement (TVCs): Since the target market is youth , therefore from 4
PM to 12 AM should be focused mainly. Special events timing like cricket matches
should be focused also.

 Ad in Newspaper: Saturday and Sunday papers should be given top priority. All
major newspapers like Jang, Express, Ummat and Dawn etc should be contacted for
the advertisement.

PROMOTIONAL BUDGET:
Yamaha should use affordable or percentage of sales method allocate its promotional
budgets. In monetary figures at least 50 to 120 million rupees for promotional activities
every year. This budget should be spent on TVCs, print media ads and campaigns through
vlogers and bikers.