Positioning Strategy for Two-wheelers: A Study
Abstract
The Indian automobile industry is one of the largest industries, which contributes substantially and is one of the key sectors of the growing economy. India is the second largest producer of two-wheelers in the world after China. Not too many industries, in fact not even the other segments of the automobile industry, such as commercial vehicles, passenger cars and tractors, have posted its kind of growth, reeling as they are, under the impact of a dwindling demand. The increasing pressure on the public transport system and the steadily growing middle and upper middle class segments has pushed the demand for two-wheelers. In recent years, two wheelers have become the preferred mode of transportation. As a result, there has been a steady rise in the take-off of the two-wheelers. Manufacturers have always wondered as to what the customers look for in a product. The growth of the Indian no-wheeler market and increasing customer preference for variety, looks and design have compelled the manufacturers to bring in newer models in the market. But as the market is flooded with newer products, it becomes difficult for the manufacturers to position their product in the market. Our present study focuses on the different positioning strategies which may be of help to the manufacturers in creating value for the customers.
Authors
Soumendu Bhattacharya
Dr Manoj Kumar Dash
Dr Susmita Pattanaik