fiery thrills or windy rides

FIERY THRILLS OR WINDY RIDES: Positioning s New Brand of Motorcycle in the Indian Context (An Emerging Market)*


Q1. What do you infer from the owners of motor cycle belonging to the urban market?Ans:

We infer the following things from the owners of motor cycle belonging to urban market:

The company must not be consistent to one technology and design; it must change its products and designs according to the market.

A wide variety of products must be launched and be available as of segmented urban market consisting of youths, adults, teenagers, office going people, small shop owners etc.

Q2. The characteristics of the prospective owners from:

1. Urban

2. Semi-Urban, and

3. Semi-Urban Prospective ownersAns:

The characteristics of the owners of motorcycle belonging to urban market are as follows:

Change in the lifestyle of the people. For Fun and leisure. Rise in household income. Easy availability of finance. Introduction of new trends and designs in market.

The characteristics of the owners of motorcycle belonging to semi-urban market are as follows:

Roll Model’s influence. Household Work. Financial Availability Frequent introduction to newer and trendy market.

1


Q3: What are the factors/final decision criteria on the positioning strategies that a new brand has to take into account?Ans:

__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

2


Q4: What is perceptual mapping and how it has been done in the case study. Try and map the options available.Ans:

Perceptual Mapping is marketing research technique in which consumer's views about a product are traced or plotted (mapped) on a chart. Respondents are asked questions about their experience with the product in terms of its performance, packaging, price, size, etc. Theses qualitative answers are transferred to a chart (called a perceptual map) using a suitable scale, and the results are employed in improving the product or in developing a new one.

3

fiery thrills or windy rides

Documents