presents…
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presents…. The two wheeler market in West Bengal. - PowerPoint PPT PresentationTRANSCRIPT
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presents…
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The two wheeler market in West Bengal
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WE NOW EVEN HAVE A WOMEN CHIEF MINISTER…
No discussion on Bengal can start without its women! Not surprisingly for a society that staunchly worships many Goddess- Durga, Kali and Saraswati, the Bengali women
sees herself as the personifications of Shakti and has an inherent streak of self confidence; she is
assertive, outspoken and enjoys a fair amount of significance in society.
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Countering a few myths on Bengal… Contrary to perception, people in Bengal are not averse to
risk-taking and entrepreneurship…. Simply consider the fact that Bengal tops the country in the
number of manufacturing units in the unorganized sector - a staggering 2.75 million units representing 15% of the national total.
Not surprisingly for a city that has aspirations to be the pre-eminent IT destination in the world… Kolkata can boast of a generation of the most tech-savvy youngsters
in the country. The TCS Generation Web 2.0 survey confirms that Kolkata’s youth lead in the country in mobile ownership (90%), PC ownership (76%) as well as the use of Wikipedia for information sourcing (31%).
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A look at your industry in Bengal
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The Two Wheeler Market in Bengal Two Wheelers
The Target Group: All Adults in age group 18-45 years Sec A, B & C households. West Bengal has 25 lakh households in SEC A, B & C.
The number of SEC A, B & C households in West Bengal is more than that of Punjab & Haryana put together. West Bengal has 1 lakh more household in SEC A, B & C than in Gujrat.
14 lakh households in Bengal own a motorized Two Wheeler. The number of households owning motorized Two Wheeler in Rural Bengal is 7% more than that in Urban Bengal.
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Ownership
Hero Honda
Bajaj
TVS
Yamaha
Honda
Suzuki
Royal Enfield
14
11
5
4
2
1
1
11
8
3
2
1
0
0
Currently owned
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What do I look for when I buy a bike?
ALL
Kolkata
ROB
Male
Female
26
27
25
27
25
19
20
18
19
19
15
16
13
15
15
11
11
10
10
11
9
7
13
8
9
8
8
8
7
8
6
6
7
7
6
6
6
7
6
6
company product feature priceoffers Advertisment Family's preferencePeers Retailers
Brand/Company name, Product Features & Price key to choice.
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Brand Loyalty
ALL Kolkata ROB
4138 45
43 5530
10 5
15
63
10
Iwill definitely purchase a motor cycle/scootyof the same brand
If I get a better offer I may shift to a different brand
Loyal but entice them and they will shift…
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Brand Preference
Her
o Hon
daBaj
ajTV
S
Yam
aha
Hon
da
Suzu
ki
Royal
enfi
eld
Non
e
50
26
117
1 0 05
Hero Honda & Bajaj the two most preferred brands
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Unaided Awareness
Hero Honda
Bajaj TVS Yamaha Honda Suzuki Royal Enfield
9182
60
44
14 135
Spontaneous recall high for Hero Honda, Bajaj & TVS
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Total Awareness
Hero Honda Bajaj TVS Yahama Suzuki Honda Royal Enfield
99 99 99 97
88 87
64
High awareness of brands in the category
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How can Sanmarg help make your brands stronger?
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Q1 2010 Q1 2011 % Growth
Any Bengali Daily 10230 9667 -5.50 %
Any English Daily 1563 1594 1.98 %
Any Hindi Daily 673 736 9.36%
SANMARG 455 502 10.33 %In a growing market for Hindi Publications
we not only lead this growth but are growing faster than the market…
Source: IRS Q1 2011
Where are we today?
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Highlights• Today, we are the most widely circulated Hindi Daily in
Bengal with a readership that is over 5,00, 000.
• Highest percentage of sole readership (83%). No other
English or language Daily enjoys such high brand loyalty.
– AIR: 510, TR 1326.
• Readership in West Bengal:
– AIR:238, TR: 483, Readership in SEC A1, A2, B1, B2.
• Readership in the top decision making age group of 20
years to 39 years:
– AIR: 250, TR: 658.
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Two wheeler ownershipSanmar
gTOI-
KolkataTelegra
phStatesm
an ABP Bartaman
Sample 256 509 930 169 2827 1123Est. Individuals (000s) 502 630 1035 199 6048 2926Two Wheelers - Ownership % of Total ReadershipOwn 17.2 20.6 25.3 23.4 22 17.2Two Wheelers - TypeMoped / Scooterette 2.8 2.6 2.9 5.9 1.8 1.8Scooter 1.2 1.5 4.8 3.1 3.8 2.8Motor Cycle 14 17.1 18.5 18.2 17.1 13.9
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Our reach amongst two wheeler brands…
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SanmargTOI-
KolkataTelegraph
Statesman
ABP Bartaman
Sample 256 509 930 169 2827 1123Est. Individuals (000s) 502 630 1035 199 6048 2926Motor Cycles - Brand % of Total ReadershipBajaj Boxer / Kawasaki Bajaj Boxer
0.3 0.3 * - 0.3 0.3
Bajaj Caliber / Kawasaki Bajaj Caliber
0.2 0.8 0.1 - 0.7 0.6
Bajaj CT 100 0.9 0.7 0.6 - 0.6 0.3Bajaj Discover (Any) 1.4 1.1 1 2.4 1.1 0.7Bajaj Pulsar (Any) 0.6 2.4 1.3 1.8 1 1.1Hero Honda Ambition 0.3 - 0.2 - 0.1 0.1Hero Honda CBZ / CBZ Extreme 0.2 0.3 0.7 1.9 0.3 0.2Hero Honda Glamour 0.5 1.1 0.2 - 1.1 0.7Hero Honda Splendor (Any) 1.6 2.6 2.5 3.9 2.2 2.2Hero Honda Super Splendor 0.7 0.3 0.9 0.8 0.9 0.5Hero Honda Motorcycles (Others / Unspec.)
1.6 1.1 1.4 1.4 1 0.6
Hero Honda Passion (Any) 1 0.8 1.9 1.5 0.9 0.8Kinetic Motorcycles (Others / Unspec.)
0.2 - 0.1 - - -
LML Freedom (Any) 0.4 - - - * 0.2Royal Enfield Bullet 0.3 * * - * -Suzuki motorcycles (Others / Unspec.)
0.5 - * - 0.3 *
TVS Victor 0.3 0.3 0.1 - 0.3 0.9Yamaha Frazer 0.6 0.3 0.3 0.9 * -Yamaha FZ 0.3 - 0.2 0.3 0.1 *Yamaha motorcycle (Others / Unspec.)
0.5 0.3 0.4 - * *
Other Imported Motorcycle 0.8 0.6 0.4 0.5 * *Other Indian Motorcycle 0.2 1 1 0.9 0.4 0.5DK / CS 0.4 0.1 - - 0.4 0.3Motor Cycles - Intention to buy (1 Yr)Intends to buy 1.5 1.3 2.5 4.3 1.4 1.4
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Some automotive brands we carrying…
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We look forward to helping sell your brand…
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namaskar