
From the desk of Strategic Resources For any query, discussion or feedback, please contact Pavan Chandra, Head of Strategic Resources at pchandra@zenithoptimediaindia.com, +91-124-4195100. Office Address : 10th Floor, Vatika Tower, Block-B, Sector 54 Gurgaon -122002, Haryana, India.

Volume: IV

July 25, 2007

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Ringside is a report that provides an overview of happenings in categories of Airlines, Alcohol, Cars, Computers, Consumer Durables, Financial Services, Food and Beverages, Hotels, Real Estate, Retail, Telecom Service Providers, Two-wheelers, Skin Care and Athletic Shoes.

Each of these will have sections on 1. Sales and market share 2. Trends 3. Launches 4. Advertising campaigns

Navigation is easy. Simply click of any of the categories of interest to you and you will have the latest news in front of you.

Drop in a mail at pchandra@zenithoptimediaindia.com with your suggestions and comments.

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Two-wheelers

Share Prices

Sales and Market Share

Source: Auto News Bulletin May 18 – May 24, 2007 by Murad Baig Associates

Trends, Marketing Initiatives and Others

142. Sales Slump Forces 2-Wheeler Makers To Cut Dealer Margins – July 13

Two-wheeler companies withdraw dealer discounts to increase profit margins

Increasing interest rates on loans have led to a slump in the sales of two-wheelers. As a result, two-wheeler companies have withdrawn dealer discounts (usually, Rs 1,500-2,000 per model) to increase profit margins. Besides this, gifts such as gold coins and zero percent finance schemes have also been withdrawn.

Source: The Economic Times

143. Kinetic Ropes In Bipasha For New 125 Cc Scooter – July 12

Bipasha Basu to be the brand ambassador for Kinetic Motor Company

With effect from 11 July, 2007, Kinetic Motor Company signed on Bipasha Basu as the brand ambassador for its upcoming Kinetic SYM scooter for one and a half years. “Though she can endorse all Kinetic models, we would primarily see her endorse the upcoming Kinetic SYM model”, said Ajinkya Firodia, vice president, Marketing and Sales. The new 125 cc scooter, which is to be launched in August 2007, will be targeted at female customers.

Source: The Economic Times

144. Two-wheeler Ads Losing Their Way – July 07

Study shows two-wheeler commercials suffer from monotony and repetitiveness

To meet the slump in two-wheeler segment, especially at the entry-level, two-wheeler manufacturers are concentrating on launching new variants and models. Advertising and promotional activities are playing a crucial role in creating brand recall and increasing sales. However, the studies show that two-wheeler commercials these days have elements of monotony and repetitiveness. Industry experts feel the creative campaigns in this sector suffer from sameness and fatigue. Piyush Pandey, vice-chairman, Ogilvy & Mather, Asia Pacific, said, “India’s biking ability is in its early stages. Therefore companies tend to highlight the features that the bikes usually have in a big way. The emotional connect will gradually happen once the market is more matured”.

Source: DNA

Product Launches

145. TVS Apache RTR 160 Unleashed – July 09

On 9 July, 2007, TVS Motor Company introduced the Apache RTR (Racing Throttle Response), a premier street bike.

146. Suzuki Plans 125cc Scooter To Take On Activa – July 04

Suzuki Motorcycle India Private Ltd. (SMIL) will introduce a 125cc scooter in October 2007 to compete with the Honda Activa and the Hero Honda Pleasure.

147. Evera To Launch Eco-Friendly Bikes Next Month – June 28

Evera Auto India is planning to launch a battery-powered motorcycle, priced between Rs 25,000 and Rs 32,000, in Delhi, Uttar Pradesh and Uttarakhand in July 2007.

148. Bajaj Auto Launches Pulsar DTS Fi – June 25

On 25 June, 2007, Bajaj Auto Ltd. introduced 220 cc motorcycle Pulsar DTS Fi model priced at Rs 81,280 (ex-showroom Delhi) in Delhi. The company also opened its first north Indian 'probiking' showroom in Delhi.

149. Suzuki To Ride On Scooters, High-End Bikes – June 24

By September 2007, Japanese firm Suzuki Motor Corporation is planning to introduce a 125cc scooter and a 150cc motorcycle. The company will also launch its flagship pro bike Hayabusa by March 2008.

150. Yamaha Plans To Launch 150cc Bike By Mid-2008 – June 22

Yamaha Motorcycles India Ltd, a Japanese bike manufacturer, plans to launch a 150cc motorcycle by mid-2008. The proposed bike will use the four-valve engine of the company’s Viper range and will resemble the Yamaha R1.

Advertising Campaigns

151. Alag Andaaz For Hamara Bajaj – June 26

Aggression typifies new ‘Hamara Bajaj’ advertisement

Bajaj Auto has replaced its family-oriented ‘Hamara Bajaj’ advertisement (one of India’s most memorable advertisements till date) with an aggressive campaign. The new advertisement campaign, with the tag-line ‘Alag andaaz, alag hai khoj, rakhae aagay, hamari soch’, is aligned with the company’s new ‘Distinctly Ahead’ focus. The new campaign (scooters not included) features a 220-cc bike from the company’s flagship Pulsar range morphing into many new bikes that race each other. Conceptualised by the advertising agency Lowe, the advertisement is an attempt to reach out to the younger generation, evidenced by punch lines such as ‘naye bharat ki nayi raftaar’. According to Bajaj Auto’s Managing Director Rajiv Bajaj, the new campaign is about technology, individuality and competitive spirit.

Source: The Financial Express

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