Yamaha hopes to get scooters back in vogue

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The Indian scooter market is witnessing a sort of revival with two-wheeler manufactures like Honda Motorcycles, Hero Motorcorp, Mahindra Scooters and TVS rolling out their brands in this category. The latest to join the bandwagon is Yamaha with its sub brand Ray, which was launched in September this year. The reason that experts put forth is the growing demand by urban women consumers and hence brands like TVS Scooty and Hero Pleasure have clearly positioned themselves as women scooter brand. Yamaha is following a similar strategy and is targeting young females in the age group of 16-24 years.

In bid to further engage its TG this festive season, India Yamaha Motor (IYM) has rolled out a nine day campaign for the recently launched scooter Ray. The campaign tries to reinstate the brand’s ‘Life is an Adventure’ communication tagline.

The campaign started with a group of six girls forming a cavalcade of scooters with six Ray scooters, this will travel through various locations in New Delhi. It will move across dealerships within the city and in turn will cross and halt at key junctions like markets, colleges and schools to create buzz and build brand awareness.

Commenting on the growth of this segment, Roy Kurian, National Business Head, India Yamaha Motor says, “We launched the Ray in India due to the huge demand that this segment was witnessing in the country, with college students and young working women showing increased affinity to purchasing light weight and highly efficient scooters. The new Ray has been designed and engineered to answer the needs of this growing class of young female customers who want a scooter that is stylish, compact, easy to use and has a fresh new appeal. Through this campaign we are trying to enthuse further excitement amongst our target audience. The campaign will showcase the spirit of adventure that is associated with the Ray and which it promises to deliver to its customers.”

Post the brand’s launch, the company has undertaken a number of activities in order to attract its target customers and influence sales. The company has expanded its dealer network and improved customer care quality for women customers by appointing women staff at customer contact points and introducing women customer care program. The company has also developed a riding training programme called the Yamaha Female Riding Training programme, which will be soon implemented across the Indian market.

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Neeta Nair

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