Marketing Strategy

of Yamaha


Omar Sany
BBA, MBA (Marketing)
Govt Titumir College
(University of Dhaka)
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Yamaha at a Glance

 Established in 1955.

 One of the biggest motor selling companies worldwide.

 Started their journey back in 1887.

 ACI is the sole distributor of Yamaha and started business in

2016.
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Marketing SWOT
Strength

 Great aerodynamic

 Good mileage

 Manageable weight

 Easy to handle

Weakness

 Pricing of bike

 Distribution channels

 Riding Aids and license complication

 Male gender aspects

 Contd…


Opportunity

 Growing market of our country

 Increase interest of women in bike

 Women are being more financially capable

 Less competitor than global market

Threat

 High pricing

 Less financial aid for women

 Social stigma against women.

 Lack of road safety for Riders

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Marketing feasibility Strategy

 Target market: age from 18-40 class

 Positioning: town or city based where most of the institution or

offices located.

- through discount programs, student loan financing, sales

promotion, company sponsorship, coloured shirts in the
institution colours.

- through offering expert and extensive sales service 24/7

 Segment: Upper, Upper middle class and Lower middle class.

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Specific Marketing Strategy

 Product strategy: Comfort motor bike toward the recreational

user.

 Price Strategy: Product and service pricing should based on

offering high value to customers.

 Place strategy: Should distributed through all retail store

located at every corner along with service maintenance.

 Promotional strategy: TV, Digital (facebook, instagram),

newspaper advertisement, campaign awareness program,
business website, printed manual.
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Budget (Financial Inclusion)

 50,00,000 lakhs for the year of September 2020 to August 2021.

 Spending majority chunk on promotional aspects and retail

development.

 Common spending will be between December and March due to

winter and autumn pulses.

 As well as the cross-country event ride during whole summer.

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Contd…
Region Weightage Spending
Television 0.15 750,000.00

Magazine 0.05 250,000.00

Out of home (Billboard) 0.08 400,000.00

Digital spot 0.15 750,000.00

Events 0.12 600,000.00

Campaign 0.12 600,000.00

Paper and printed 0.08 400,000.00

Retail Development 0.25 1,250,000.00

Total 100% 5,000,000.00

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Awareness against the stereotypical notion
regarding female bikers

 Established a footprint.

 Get accustomed to society with breakthrough

example.

 Setting and idea of confidence and courage.

 Be an aspirant and freedom


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Thank You !