Positioning and
Launching Automatic
Motorcycles in Indonesia
Yamaha Motor Co Ltd was founded as a
motorcycle manufacturer in Japan in 1955.
Research and development and manufacturing
subsidiaries were established in many other
countries over the years, including Indonesia in
6th July 1974 (Yamaha Indonesia Motor
Manufacturing). PT Yamaha Indonesia Motor
Manufacturing produces motorbikes and spare
parts.
Continuous innovation
Promote quality and focus on product or customer service excellence
Profile
Vision
2003
Case Overview
2002
High-profile Nouvo launch campaign.
2004
Nouvo reposition.
Dealer meeting, launch ceremony, press conference, 3months TV ads, football theme
campaign featuring Michael Owen, motor shows, Yamaha Nouvo Football
Tournament. Despite the high-profile launch campaign, Nouvo sales were low (only
1% of total motorcycle sales.
Yamaha wanted to appeal to male consumers by positioning Nouvo as a tough and
powerful bike within the automatic category.
Positioning and launching new product, Mio.
By mid-2003, Yamaha was nearly ready to launch Mio but female consumers were not
yet ready because of some concerns. MarkPlus consultants planned to delay the Mio
launch, until 2004 to create better strategy.
To convince consumers that automatics were
convinient, practical and modern motorcycles in an
attractive price range
To create distinct brand identities for Nouvo and Mio
To create effective campaigns to promote Nouvo and
launch Mio
Most consumers believed manual
motorcycles outperfomed automatics.
Consumers has perceptions where manual
motorcycles were considered “men’s bikes
while automatics were considered “ladies’s
bikes”.
Yamaha subsequently adopted a twofold
strategy to balance and expand the
automatic category:
Nouvo : positioned specifically for men.
Mio : created specifically for women.
Issue-Background
Marketing Objective
Analysis Framewok
1
