Our client was the market leader for scooters in India but had lost its leadership position in the two-wheel vehicle sector. Attempts to regain this position by launching a new motorcycle had been unsuccessful. Our client recognised that the problem was not just product but brand.
A qualitative and quantitative NeedScope programme investigated the dynamics of the market to identify the best growth opportunity for our client.
By going beyond the functional, we showed that motorcycles and scooters meet very different needs in the Indian market. NeedScope explained what riding a motorcycle was really about and revealed an opportunity for a segment of the market best described as ‘liberation’. A new brand was required to appeal to this segment - young, sporty and irreverent - with a sense of freedom and exploration at its core.
Plans for growth
A new brand was successfully launched, targeted directly at the youthful, irreverent side of liberation. The new brand resulted in a renewed passion within our client, a return to number one position as well as accolades in numerous prestigious motoring magazines.