Académique Documents
Professionnel Documents
Culture Documents
The Condition :
According to the case study “Yamaha Indonesia (B) : Nouvo and Mio Market
Position”, page 5 paragraph 5, related to the unexpected popularity among
male riders, as the result of Mio’s campign :
1. Mio was accidentally popular among men;
2. They saw Mio as a comfortable, convinient, practical and very trendy
vehicle;
3. The fact, men purchased half of Mio bikes.
The Analysis :
According to the current condition, eventhough the market did not respon
quite exactly to the brand image campign, which was positioned Mio as a
light, fashionable and trendy bike for female commuters. Is it good or bad?
For the brand image, probably it did not strengthen the brand and even
confuse the brand, which more likely making the positioning of Mio become
irrelevant.
But, we should consider that this phenomenon supported the sales of Mio,
which was the whole idea behind the comprehensive campaigns and efforts
of marketing the brand Mio.
Only that, brand strategy was supposed to build and deliver a positioning to
customer. And then maintain the message being perceived by customer in
order to formulate the marketing strategy in line as the result of strengthen
the brand. When the customer did not perceive the brand as it was meant to,
given the sales fact to it, as much as its benefit in short term periode, still it
may not be good for long term since it influence the sustainability of the
brand.
The strategy of Mio for woman I think had already been succesfull, and for
the side effect of popularity among man user, Yamaha should consider this as
a niche market to serve.
Not to confuse the market by repositioning the brand Mio but rather, to grab
this niche market Yamaha should create a positioning for biseksual automatic
motorcycle or making a repositioning of Nouvo instead, considering the facts
in :
Page 1
Yamaha Case Study in Indonesia
1. Article Yamaha Indonesia (B) : Nouvo and Mio Market Position, exhibit 12,
13 below :
Page 2
Yamaha Case Study in Indonesia
Page 3
Yamaha Case Study in Indonesia
From the data above, we can see that people more interested with Mio and
Mio Sporty than Nouvo and the top 3 reasons are : 66% for low price, 37%
for good model and 31% for its automatic. Meanwhile from the research
conducted by MarkPlus&Co, the reasons cited for not buying Nouvo
dominantly is dislike the physical’s aspect (27% + 12%).
The Conclusion:
So, there was a niche market for : man who did not like the physical’s aspect
of Nouvo and prefer Mio’s low price, model and automatic. The strategy that
Yamaha can apply is either one of these :
1. New positioning : an automatic bycycle for all (bisexual) or
2. Repositioning Nouvo with new model and lower price.
The Condition :
According to the case study “Yamaha Indonesia (B) : Nouvo and Mio Market
Position” page 1 & page 6, related to the fortcoming launching for Honda and
Suzuki automatic as Yamaha’s competitors, the market situations at that
time being are :
1. By December 2005, Yamaha controlled roughly 95% of automatic
motorcycle category
2. The only Yamaha’s competitor in automatic category in Indonesia was
a low cost Taiwanese manufacturer, with neither promotional
campaigns nor building up consumer awareness as Yamaha did and
they considered being failed due to the sales volumes.
3. Both Honda and Suzuki planned to launch their first automatic bikes to
Indonesian market in the second half of the year, as they did to other
countries.
4. Honda and Suzuki were high quality manufacturers and tough
competitors in manual market.
The Analysis :
According to the current condition, as the first to introduce automatic
motorcycle, Yamaha was the market leader. But the market for automatic
motorcycle itself was not that big of share, only 0,6% in 2003, inclined from
1% (1% x 2.273.038) in year 2002 which meant that though the number of
automatic motorcycle delivered increased (0,6% x 2.789.561) but still below
the increase of number of motorcycle being delivered to the market, as
shown in exhibit 6 in article “Yamaha Indonesia (B) : Nouvo and Mio Market
Position” and exhibit 8 “Yamaha Indonesia (A) : Positioning and Launching
Automatic Motorcycles in Indonesia”.
Page 4
Yamaha Case Study in Indonesia
Page 5
Yamaha Case Study in Indonesia
Given to the data above & current condition, as the market leader, what kind
of a defensive strategy plan Yamaha should have in response?
Page 6
Yamaha Case Study in Indonesia
According to Wikipedia
http://en.wikipedia.org/wiki/Defensive_marketing_warfare_strategies:
Defensive marketing warfare strategies are a type of marketing warfare
strategy designed to protect a company's market share, profitability, product
positioning, or mind share.
The Conclusion:
With the issues of :
1. As the first to introduce automatic motorcycle, Yamaha was the
market leader
2. Due to Market share of motorcycle delivery and manufacturer,
Yamaha market share raised from 15,5% in 2002 to 20,3% in year
2003
Page 7
Yamaha Case Study in Indonesia
Page 8
Yamaha Case Study in Indonesia
Page 9