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YAMAHA INDONESIA

Yamaha Indonesia is about to relaunch its automatic motorcycle, Nuovo along with a model for women, the Mio. This case presents the opportunity to form a new strategy for the marketing of Nuovo and Mio by examining lessons learnt from the initial launch of Nuovo and analyzing further research data presented.
Failure of initial Nuovo launch. Despite a campaign to increase product awareness, consumers were not buying. Reasons cited include the body being too big and plain, unfamiliarity with automatic cycles and the feminine image associated with automatics. Dealers were also reluctant to spend the time educating consumers about automatic cycles when it was faster for them to sell a manual one. The soccer player used in the ad campaign was probably not the most appropriate, as motor cycle riders like to be seen as being tough and rugged. Soccer players are not perceived as ‘macho’.

Competitors. There were no other automatic motorcycles on the market but......

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Approximate Word Count: 638
Approximate Pages: 3 (250 words per double-spaced page)

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