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    Project Vespa in India

    Uploaded by

    Rama Ravikanth Vijapurapu
    Vespa has four scooter variants ranging from the entry-level LX to the high-end Elegante. The document compares features, pricing, and competitors. Vespa models are significantly more expensive than other 125cc scooters. Promotional campaigns from 2012-2014 introduced Vespa and emphasized its retro style. However, newer ads attempt to associate more human qualities with the brand. The proposal suggests Vespa create an exclusive owner community and brand story to further its image as an elite brand and drive sales.

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    © All Rights Reserved
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    Project Vespa in India

    Uploaded by

    Rama Ravikanth Vijapurapu
    270 views27 pages
    Vespa has four scooter variants ranging from the entry-level LX to the high-end Elegante. The document compares features, pricing, and competitors. Vespa models are significantly more expensive than other 125cc scooters. Promotional campaigns from 2012-2014 introduced Vespa and emphasized its retro style. However, newer ads attempt to associate more human qualities with the brand. The proposal suggests Vespa create an exclusive owner community and brand story to further its image as an elite brand and drive sales.

    Original Description:

    A cursory analysis of Vespa in INdia

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    Vespa has four scooter variants ranging from the entry-level LX to the high-end Elegante. The document compares features, pricing, and competitors. Vespa models are significantly more expensive than other 125cc scooters. Promotional campaigns from 2012-2014 introduced Vespa and emphasized its retro style. However, newer ads attempt to associate more human qualities with the brand. The proposal suggests Vespa create an exclusive owner community and brand story to further its image as an elite brand and drive sales.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    270 views27 pages

    Project Vespa in India

    Uploaded by

    Rama Ravikanth Vijapurapu
    Vespa has four scooter variants ranging from the entry-level LX to the high-end Elegante. The document compares features, pricing, and competitors. Vespa models are significantly more expensive than other 125cc scooters. Promotional campaigns from 2012-2014 introduced Vespa and emphasized its retro style. However, newer ads attempt to associate more human qualities with the brand. The proposal suggests Vespa create an exclusive owner community and brand story to further its image as an elite brand and drive sales.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 27

    Project

    Vespa

    Rama Ravikanth V
    IIM Raipur

    Contents
    Slide Number

    Description

    3 to 6

    Introduction to the current products

    Comparison of Features across products

    8,9,10

    Comparison of Price

    11

    Available comparable model of different Make.

    12

    Competitors Considered

    13

    An overview of current offerings

    14,15

    Excerpts from secondary Reading (with links in notes section)

    16,17

    Excerpts from Primary data.

    18 to 25

    Analysis of Promotions from 2012 to 2014

    26

    Proposal

    Variants Vespa LX (Entry Level)

    Vespa VX

    Vespa S

    78,999

    Vespa Elegante
    Limited Edition
    6

    Common

    LX

    Features

    Engine
    Transmission
    Body
    Suspension
    Electricals
    Stability

    Instrument
    Cluster
    Rear Saddle
    Handle Bar

    VX

    Chrome Elements (facial & looks)


    Colors (6) {Overlap(2) with Model S}
    Wheels
    Seats

    Colors (4)
    Noticeably different
    Chrome elements
    Different leather
    pattern, singular seat

    Elegante

    Unique
    Colors (2)
    Distinctive
    Double Seat

    Disc Brakes
    Tubeless Tires

    Drum Brakes
    Nylogrip Tires

    Black hexagon

    Silver Hexagon

    Black dials

    Silver dials

    Silver Dial

    Black Dial

    Black base

    Black base

    Chrome

    life by Vespa

    Chrome with
    Hand grip

    Optional

    Chrome with
    Hand Grip

    Pricing Comparisons 1
    Vespa LX
    Priced 42.96% and 44.78% higher than the average
    price and median price of scooters across all segments
    (<100, 100, 110, 125 CC).
    Priced 43.09% and 45.99% higher than the average
    price and median price of scooters in the 125 CC
    segment only.
    Priced 6.39 % more than the next costliest 125 CC
    Model (Activa 125 Deluxe).
    Source: Primary Research and Company Websites

    Pricing Comparisons - 2
    Vespa VX
    Priced 51.23% and 53.17% higher than the average
    price and median price of scooters across all segments
    (<100, 100, 110, 125 CC).
    Priced 51.37% and 54.44% higher than the average
    price and median price of scooters in the 125 CC
    segment only.
    Priced 12.55 % more than the next costliest 125 CC
    Model (Activa 125 Deluxe).
    Source: Primary Research and Company Websites

    Pricing Comparisons - 3
    Vespa S
    Priced 59.83% and 61.87% higher than the average
    price and median price of scooters across all segments
    (<100, 100, 110, 125 CC).
    Priced 59.98% and 63.22% higher than the average
    price and median price of scooters in the 125 CC
    segment only.
    Priced 18.95 % more than the next costliest 125 CC
    Model (Activa 125 Deluxe).
    Source: Primary Research and Company Websites

    10

    Honda Activa 125 CC Deluxe


    Price : INR 65934

    Comparable
    Model

    11

    Competitors considered
    Mahindra
    Gusto
    Rodeo
    Duro

    Suzuki
    Access
    Swish

    TVS
    Jupiter
    Wego

    Bajaj
    Discover 125
    Pulsar 135

    Hero
    Maestro

    Honda
    Activa 125
    12

    Scooter Market - Offerings


    Count of Variants by Engine
    Capacity
    20

    17

    15
    10
    10

    0
    <100CC

    100CC

    110 CC

    125 CC

    Number of Brands with Ambassadors: 5


    Celebrities
    Anushka Sharma (2) : Scooty Zest and Pep+
    Parineeti Chopra : Suzuki Lets
    Alia Bhatt : Hero Pleasure
    Organization
    Being Human : Suzuki Access Special
    Expert (Racer)
    Shamim Khan : Mahindra Rodeo Uzo125

    Others offering similar to Vespa (1)


    Activa 125 Deluxe Except for the Steel body, Chrome work
    and Italian Style, it is offering everything else that Vespa VX and S offer.
    There isnt any brand which talks about behavioral traits apart from Vespa. Heros Pleasure and Maestro
    concentrate on Gender. Every other brand talks about mileage, features, bike, Aesthetics, Style statements.

    Source: Primary Research and Company Websites

    13

    Excerpts -1
    Today, scooters contribute almost a quarter to
    the entire two-wheeler industry. Over the next
    couple of years, this number is likely to move up
    to 30 per cent. Industry is moving in the right
    direction because scooters are becoming more
    stylish. They are offering better mileage and they
    are very good for short-distance commute in
    congested traffic conditions,
    http://www.business-standard.com/article/companies/bike-major-hero-gears-up-for-bigger-scooter-play-114062300820_1.html

    14

    Excerpts -2
    the iPhone of the scooter market
    Our strategy was very clear. We wanted to create a
    premium space in the scooter category, which till now did
    not exist. The Vespa meets the needs of the youth who wish
    to indulge in luxury but do not have a product to buy.
    More than 62 per cent of the domestic scooter market is
    dominated by the Japanese brands - Honda, Suzuki and
    Yamaha.
    Piaggios entry wont dent the market share of anybody
    but will bring in additional volumes
    http://www.business-standard.com/article/management/piaggio-s-top-down-strategy-112112100668_1.html

    15

    Primary Data - 1
    An interview was conducted by visiting one of Vespas
    showroom in Delhi.
    The vehicles were classified by their price tags, not features.
    High cost is seen as a differentiator and sets the brand a class
    apart.
    Newest models sell most (Currently S)
    The Sales person claimed a 80% retention rate i.e. 80% who own
    older versions of Vespa exchanged theirs for newer ones.
    No data was disclosed and hence the figure mentioned may not be
    considered in a literal sense.
    16

    Primary Data - 2
    According to the Sales Person there are three types of customers
    RESEARCHERS: They conduct all possible research about the vehicle and its
    variants before entering a showroom, these will just ask about the accessories
    and buy the vehicle. No pitching whatsoever is necessary. They buy Vespa for
    the aura, status, style and also utility. Some have considered the Steel body
    to be value for money.
    BIG PURSERS: Spouses/Parents with large enough purse to accommodate a
    Vespa as a gift to their better-half/children respectively. These will need to be
    wooed in order for a purchase, they have little concern for the aura of a
    Vespa. They buy Vespa for it being stylish, costly-enough-to-be-exclusive. To
    them, its just a status symbol and at best a proof of how much I care for
    you.
    REGULARS: Have limited knowledge and need to be pitched heavily, Price
    must be backed by fully-loaded features. These are likely to go for lower
    brands if they are not satisfied.
    17

    Promotion - 2012

    18

    Promotion - 2012

    19

    Promotion - 2012

    Key Words
    New Age Retro & Classic is forever

    Utility and Specifications were briefly


    touched upon along with a message
    that Vespas fashion is eternal.
    The appeal was to introduce the vehicle
    20

    Promotion 2013

    21

    Promotion 2013

    Highlights Vespas Global Status,


    conspicuous specifications and
    invites consumers to be part
    of that legacy.
    Sets no point of differentiation

    22

    Promotion 2014

    23

    Promotion 2014

    Click on the Links below for


    Vespa Commercials

    How art inspired art


    Vespa S
    Vespa Vx

    How art inspired art is a miniature


    documentary on how Vespa Elegante
    has inspired painters to do something
    creative the documentary shows
    artists being creative on an easel with
    Vespa Elegante in one corner.

    Vespa Vx
    The Commercial introduces Vespa to the
    customer. It is shown to be an informative one.
    Vespa S
    The commercial explores the various yearnings
    of an ideal Vespa consumer.
    Do you Walk your path?
    Do you Make your mark?
    Do you Follow your heart?
    Do you Live in the moment?
    By asking such questions, and by suffixing such
    questions by Do you Vespa?. The commercial
    induces a certain amount of Character into
    the product.
    24

    From being just another Trendy bike harping on


    the retro theme, Vespa moved to associating a
    human element into the commercials.
    The latest commercials on the other-hand
    attempt to infuse character into the brand. This is
    a positive step, but there needs to be more
    concentrated effort towards the same.
    25

    Proposal

    Vespa wants to be known as a luxury brand in scooters, a segment which is, untilnow, largely untapped.
    The latest commercials give the apt signals, however, there is no follow through.
    It is my belief that the owner of such an exclusivist vehicle would like to part of
    exclusive clubs which holds customized periodical events and activities for them.
    (www.doyouvespa.com exists, but seems to be fairly inactive, their FB page and
    app have little or no followers.) The Brand might want to create a community and
    a story around it, this may help the brand image as an elitist one yet bring in sales
    numbers.
    Example1: Royal Enfield : Himalayan Odyssey & Continental GT documentary (Click Here)
    Example2: Mahindras Great Escape

    More promotions must be made which project a sense of bonding between the
    owner and the vehicle.
    26

    Thank You
    27

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