BIKES AND SCOOTERS

Aanchal Mahajan 202022027

Atul Jejurkar 202022031
Himanshu Kalway 202021023
Rabi Kant Bhatt 202022038
Sonal Poddar 202021026
 TWO WHEELER
INDUSTRY ANALYSIS
PRE COVID
INDIAN MARKET
SHARE
SALES TREND
IMPACT ON THE AUTO INDEX
 SWOT ANALYSIS
STRENGTH
1. Significant contribution to Indian economy.
2. Two wheeler market are expanding from 12% to 14% growth.
3. A favourable industry to Asian economic condition.
4. Most helpful for a developing country like India in terms of transport
feasibility.
WEAKNESS
1. Rise in raw material cost.
2. Due to competition, pricing reduces and affects to low quality of
products and services.
 SWOT ANALYSIS
OPPORTUNITIES
1. Reduced excise duty
2. Steep fall in fuel prices 3. “Make in India” campaign invites FDI
4. Rural market which possess potential has been untapped by higher
segment vehicles.
5. KTM plans to open its plant in India.
THREATS
1. Due to heavy competition of four wheeler, low priced cars have
emerged in market which causes
threat to two wheeler on the basis of price.
 INDIVIDUAL COMPANY ANALYSIS

We have selected 3 companies as per varying markets shares.

1. Hero MotoCorp - 36%
2. Royal Enfield – 5%
3. Bajaj – 12%
HERO MOTOCORP
 #1 TWO-WHEELER
34 YEARS OF
MANUFACTURER FOR
EXCELLENCE
19 YEARS IN A ROW

OVER 90 MILLION OVER 6000 CUSTOMER

TWO-WHEELERS TOUCH
SOLD POINTS
 MARKET SHARE

2020-21, 1st
quarter
2018-19: 2019-20:
(April-
32.80% 35.70%
June’20):
34.60%
TARGET Hero MotoCorp targets the
AUDIENC higher middle class and
lower middle-class people to
E sell its Hero Glamour.

MARKET Hero MotoCorp follows

STRATEG Undifferentiated/Mass
marketing strategy
Y
FIGURES
ROYAL ENFIELD
Royal Enfield is an Indian
multinational motorcycle manufacturing company.

The oldest global motorcycle brand in continuous

production

It started its business as a weapons manufacturer, mostly

famous for the Enfield Rifle

The legacy is echoed in the company’s logo which

is a cannon and their motto, “Made like a Gun”.
THE 4 Ps

PRODUCT PRICE

PROMOTIO
PLACE
N
SALES 2019
APRIL 2020
62879 UNITS 91 UNITS

2019
MAY 2020
62371 UNITS 19113 UNITS

AUGUST
2019 2020
52904 UNITS 50144 UNITS
 POST COVID CHANGES

● Launched their application 2 month ago

● Deployed initiatives to increase customer engagement and brand interaction on the
digital platform
○ The Trip Story

○ What’s your Adventure?

SERVICE ON WHEELS #SOW
● In an endeavor to ease the maintenance process for
owners of RE bikes in India, the company has launched
a new initiative called Service on Wheels.
● For this initiative, 800 custom-built RE Service on
Wheels bikes have been deployed
● The bikes in the Service on Wheels fleet can carry
tools, parts, etc.
● The service can be booked via any RE dealership in
India
#MAKEITYOURS
BAJAJ
● India’s 2nd Largest manufacturer of motorcycle
● World’s 3rd largest manufacturer of motorcycle
● Largest Exporter of motorcycle in India
4Ps STRAGETY

PRODUCT PLACE

PROMOTIO
PRICE
N
MARKETING STRATEGY

Targeting Strategy

Position Strategy

Mix of Demographic, Geographic

and Segmentation
BRAND IDENTITY
CUSTOMER ENGAGEMENT

Rides and Events

Avenger FLG Rides

Dominar Hyper Tours

Pulsar Maniacs

Pulsar Festival of Speed

DOMINAR HYPER TOURS
PULSAR FESTIVAL OF SPEED
 Product For Sep 2020 Upto Sep 2020
Year 2019 4,04,851 13,64,394
Year 2020 3,36,730 20,66,867
Growth -16.28% 51.48%
FIGURES
New Normal, More Thrill | Ride Apart, Thrill Together
The Lines are drawn. The limits are set. We’re ready to ride
the new normal with our indomitable.
TWO WHEELER INDUSTRY ANALYSIS

POST COVID
HARLEY DAVIDSON’S EXIT
● Harley Davidson has decided to exit the world’s motorcycle market.
Shocking, isn’t it?
● It has decided to stop its production in the Bawal plant and will also stop its
sales there. But it will continue to provide the after sales services through its
existing dealership network.
● Last month Harley Davidson sold only 176 bikes in India and it also suffered
a loss of $96 million between April,2020 and June,2020.
The fear of coronavirus amongst citizens will lead today's
consumers to opt for private transport and avoid shared mobility or
public transportation.

IMPACT
The sales of pre-owned cars and entry-level motorcycles and
scooters may increase in the aftermath of the Covid-19
pandemic

Used two wheeler market is also likely to see growth in sales

Financing for Two wheeler industries are also likely to increase

 FACTS AND FIGURES
Motorcycles industry up 11% in September

Total industry sales in September have been 1.92 million, up 11.2% with year to date figures down 33.3%.

Indian Motorcycles Market posted a significant improvement both in August and September, although the
country is far from the normality.

Although automotive players are naturally focused on the immediate crisis, what will be the the medium- and
long-term implications of the pandemic?

The questions can be answered by taking into account a wide range of factors and developing market
projection for the period 2020-2025 based on the effects of three index developed by our Research Team, the
Base Trend Index (pre-Covid19 outlook), the Disaster Covid-19 Index (impact of anti-covid19 actions) and the
Recovery Route Index (economic impact on our sector).

In case of Indian market, September data was in line with our expectations unchanging our Outlook on the
country. Consequently, the calendar year 2020 sales are projected at market at 14.7 million, down 23.2%.