LET’S TAKE A WALK DOWN MEMORY LANE AND UNDERSTAND IT’S

HISTORY
* Ducati is an Italian motorcycle manufacturer know for sport bikes and street bikes using
L-Twin engines. The Ducati company was founded in 1926 in the northern Italian town of
Bologna. But motorcycles were not being produced in the Borgo Panigale plant, with the
firm producing radio equipment. The company’s Italian holdings were decimated during
World War II bombings and like other famous European marques, Ducati rose out of the
ashes to its current stature.

* Ducati motorcycle production began post-war first as motors attached to bicycles. In the
early 50’s the firm was producing stand-along motor scooters, but by the end of the decade
Ducati was making its name in the racing world.
 DUCATI 1199
PANIGALE
PRODUCT CATEGORY - SUPER BIKE
SPECIFICATIONS
Chassis Frame :Monocoque aluminum

Front suspension :Öhlins NIX30 43mm with TiN, fully adjustable usd fork.

Electronic compression and rebound damping adjustment

Front wheel :3-spoke forged light alloy 3.50" x 17"

Rear suspension Fully adjustable Ohlins TTX36 unit.

Electronic compression and rebound damping adjustment.

Aluminium single-sided swing arm.

Rear wheel : 3 spoke forged light alloy 6.00" x 17"

Front brake :2 x 330mm semi-floating discs, radially mounted Brembo Mono bloc M50 4-piston callipers

Rear brake :245mm disc, 2-piston calliper

Fuel tank capacity :17l (4.5 gallon US)

Dry weight :164kg (361.5 lb.)

*Wet weight :188kg (414.5 lb.)

Engine Type

Superquadro: L-twin cylinder, 4 valve per cylinder, Desmodromic, liquid cooled

Bore x Stroke :112 x 60.8mm

Power :195hp (143kw) @ 10,750rpm

Torque: 98.1lb -ft (132Nm) @ 9.000rpm

Exhaust: 2-1-2 system with catalytic converter and 2 lambda probes. Twin stainless steel mufflers with aluminium outer sleeves
 TRIMS AND VERSIONS

• DUCATI PANIGALE

• DUCATI PANIGALE S

• DUCATI PANIGALE R
THE PANIGALE
THE PANIGALE S
THE PANIGALE R
Y DOES A SUBSIDIARY COMPANY HAVE ITS OWN MARKET
LET’S HAVE A LOOK AT THEIR CUSTOMER BASE
FIRST STEP TO STRATEGISING IS CATEGORISING
USP OF DUCATI: THE SUPERQUADRO ENGINE.
WHAT IS THEIR SWOT ANALYSIS?
SWOT analysis (alternatively SWOT matrix) is
an acronym for strengths, weaknesses, opportunities, and threats and is a
structured planning method that evaluates those four elements of
the project or business venture. A SWOT analysis can be carried out for a
company, product, place, industry, or person. It involves specifying the
objective of the business venture or project and identifying the internal and
external factors that are favourable and unfavourable to achieve that
objective.

• Strengths: characteristics of the business or project that give it an

advantage over others
• Weaknesses: characteristics of the business that place the business or
project at a disadvantage relative to others
• Opportunities: elements in the environment that the business or project
could exploit to its advantage
 MARKETING.
HOW DOES DUCATI DO IT?
WHAT KIND OF A MARKETING WINDOW DOES DUCATI USE?
BRAND TRIBALISM,OR TRIBAL MARKETING;

A brand tribe is a group of people who are linked by a shared belief around
a brand. Its members are not simple consumers, they are also believers and
promoters. A brand tribe is capable of collective action and therefore has
implications for business.

Tribal marketing is a marketing strategy that attempts to create social

groups or communities that are centred around a product or service. The
credo of tribal marketing is that postmodern people are looking for products
and services that not only enable them to be freer, but can also link them to
others, to a community.
E A LOOK AT THE TARGET MARKETING AND DISTRIBUTION
 IT IS IMPORTANT TO KNOW THAT DUCATI FULFILS THE
LAW 12 OF MARKETING,WHICH IS THE LAW OF LINE
EXTENSION,CALLING FOR THE INCREASE IN EQUITY OF
THE BRAND.
 PUBLIC RELATIONS.
HOW DOES DUCATI DO IT?
A:ADVERTISING ON ONE FULL PAGE OF PRESTIGIOUS N

B:RELEASING TVC’S FOR CUSTOMER PROCUREMENT.

C:USING BRAND TRIBALISM TO APPROACH CUSTOMERS