Marketing Case

A detailed report on Two Wheeler Marketing Mix in Raipur.

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Contents Page

Introduction 3

Brief Description of major brands in Raipur 4

Market Survey procedures and observations 5

Marketing Mix(4P's) Analysis 7

Product 7

Pricing 9

Place 9

Promotion 9

Swot Analysis of major brands 10

Reference 14

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Introduction

India is the second largest producer and manufacturer of two wheelers in the world. 2-wheelers is one of the drivers of economic growth as it fulfils the transportation need of the large lower middle class population of a developing country like India. Some major steps like abolition of licensing in 1991 and removal of quantitative restrictions of the past decade has led to further boom in the industry. Permitting automatic approval and successive liberalization of the sector over the years have led to the development of the industry. Cut throat competition amongst the various companies has led to drop in the prices.

India

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Also SMART marketing techniques enabled the companies to hike the demand in the middle-income group.

Bikes are a major segment of Indian two wheeler industries. Indian companies are among the largest two wheeler manufacturers in the world. Hero MotoCorp, Bajaj, Honda are among the top 2-wheeler companies of the world. The other key players in the two wheeler industry are TVS motors, Yamaha motors, Suzuki etc.

Types of Two wheelers in Raipur:

There are mainly three types of 2 wheelers available in Raipur. They are motorcycles, scooters/scooty and mopeds. The various two wheeler products of four companies are listed below: