JAWA Motorcycles

1. Brand Analysis of JAWA Motorcycles By Abhra Ban

2. History JAWA  is a  motorcycle  manufacturer founded in Prague, Czechoslovakia in 1929 by  František Janeček , division of  Wanderer The name JAWA was established by concatenating the first letters of  Ja neček and  Wa nderer .  The first model was introduced on October 23, 1929 This was a 500 cc 4-cycle engine with 12 kW of power (18  hp ) and fuel consumption of 6 litres per 100 km 2

3. History 1932 marked the introduction of JAWA 175, with its 3.6 kW engine. This light (70 kg) machine was capable of speeds up to 80 km/h and fuel consumption of 3.5 litres per 100  km From 1960 to 1999 it introduced various type, models of motorcycles but the famous one are 350cc, 250cc JAWA , later which renames as Yezdi, in India In 1960, Ideal JAWA sold its stake to Czech company JAWA which changed the brand name to Yezdi under the tagline “Forever Bike Forever Value” In India, the manufacturing plant for Jawa motorcycles was in Mysore It operated till 2005 in India 3

4. JAWA operation JAWA bikes are now sold in 3 markets Russia - 350cc, iconic Yezdi 250cc Czech America Was in India , again it is coming under the parent company MAHINDRA & MAHINDRA 4

5. Problems Due to rise in 4-stroke engine 2-stroke engine faced tough competition New norms about air pollution Less fuel efficiency than 4-stoke engines High priced products 5

6. JAWA- Marketing Mix Product Ruff and tough all terrain vehicle Upgraded with new technologies Ensure that the “vintage” and “macho” look to be there Place Market can be divide into 2 segments: Metropolitans : Tier 1 & 2 Small cities : Tier 3 & 4 Premium Segment Showrooms – P rime Locations 6

7. JAWA- Marketing Mix cntd.. Price Target Premium Segment- Premium prices Promotion Print media – MEN’s Magazines, Adventure Magazines Organize a tour event – fan clubs, bikers community Merchandising Film industry 7

8. JAWA - Segmenting For Metropolitan Leisure and A dventurer cruiser bike For small cities Social/status symbol 8

9. JAWA - Targeting Age group of 25-40 years I n case of metropolitan cities Working executives In case of small cities Powerful and rich 9

10. Customer insights People aspire for it Sense of aura around the brand Gives feeling of power, authority, independence and pleasure while riding Bike lasts for longer period, generation to generation, which makes it integral part of their life Brand awareness and brand royalty is very high Word of mouth is a reason of high brand equity 10

11. JAWA Brand Repositioning Youth – Freedom Value expression Owners becomes Ego-Defensive To be looked upon Vintage appeal 11

12. Recommendations Improved sales and service network for giving better experience to customers Should focus on satisfying the need for respect, power and comfort Choose a appropriate brand ambassador whose personality matches with the brand Should tie-up with adventurous brand like Thumps Up or Mountain Dew 12

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