YAMAHA Auto mobiles

TOPIC:- MARKETING STRATEGIES OF YAMAHA

PRESENTED BY:- Rishabh TripathiB.B.A 5TH BINVERTIS UNIVERSITY

A Company with Core Operations Centered on Sound

and Music,Yamaha Develops Its Unique

Technologies and Provides Them to the World

YAMAHA

ACKNOWLEDGEMENTIt is a great pleasure for me to

thanx all those who have helped me during the course of completion of my project.

INTRODUCTION OF COMPANYIt is Japanese company.It is established in 1808, but in

India it came in 1975It is private limited company.In an Indian subsidiary of Yamaha

motor company, formed in 2008 as a joint venture with MITSUI.

The founder of company was YUN-WI-CHIANG & ROBERT GIBBS but in India Mr. s.khanna contacted with the company to deal in india

The 1st bike of Yamaha was RD -350 which was successful in Japanese market

Yamaha gave a tuff competition to other motor companies at that time and made a good market image in the minds of customers

COMPANY PROFILE

INDUSTRY :- Conglomerate

FOUNDED :- October 12, 1887

HEADQUARTERS :- Hamamatsu, Shizuoka, Japan

KEY-PEOPLE :- Torakusu Yamaha,

FOUNDER :- Mitsuru Umemura, President & Representative Director

REVENUE :-US$ 15.9 billion (2010) Operating income US$ - 189.3 million (2010) Net income US$ - 225.5 million (2010)

EMPLOYEES :- 51,474 (2010)

PRODUCTS:- Musical Instruments, Audio/Video, Electronics, Computer related products, Motorcycles, Commuter Vehicles & Scooters, Recreational Vehicles, Boats, Marine Engines, Personal Watercraft, Electrically Power Assisted Bicycles, Automobile Engines, Unmanned Aerial Vehicle, Golf Cars, Power Products, Pools, Compact Industrial Robots, Wheelchairs, Parts including clothing, helmets

HISTORYYamaha was established in 1887 as a

piano and reed organ manufacturer by Torakusu Yamaha as Nippon Gakki Company, Limited. (literally Japan Musical Instrument Manufacturing Corporation) in Hamamatsu, Shizuoka prefecture and was incorporated on October 12, 1897. The company's origins as a musical instrument manufacturer is still reflected today in the group's logo—a trio of interlocking tuning forks.[3]

After World War II, company president Tomiko Genichi Kawakami repurposed the remains of the company's war-time production machinery and the company's expertise in metallurgical technologies to the manufacture of motorcycles. The YA-1 (AKA Akatombo, the "Red Dragonfly"), of which 125 were built in the first year of production (1958), was named in honor of the founder. It was a 125cc, single cylinder, two-stroke, street bike patterned after the German DKW RT125 (which the British munitions firm, BSA, had also copied in the post-war era and manufactured as the Bantam and Harley-Davidson as the Hummer. In 1959, the success of the YA-1 resulted in the founding of Yamaha Motor Co., Ltd.

Yamaha has grown to become the world's largest manufacturer of musical instruments (including pianos, "silent" pianos, drums, guitars, brass instruments, woodwinds, violins, violas, celli, and vibraphones), as well as a leading manufacturer of semiconductors, audio/visual, computer related products, sporting goods, home appliances, specialty metals and industrial robots.

In 1989, Yamaha shipped the world's first CD recorder. Yamaha purchased Sequential Circuits in 1988. It bought a majority stake (51%) of competitor Korg in 1989, which was bought out by Korg in 1993.

It acquired German audio software manufacturers Steinberg in January 2005, from Pinnacle Systems.

In July, 2007, Yamaha bought out the minority shareholding of the Kemble family in Yamaha-Kemble Music (UK) Ltd, Yamaha's UK import and musical instrument and professional audio equipment sales arm, the company being renamed Yamaha Music U.K. Ltd in autumn 2007.[6] Kemble & Co. Ltd, the UK piano sales & manufacturing arm was unaffected.[7]

Yamaha Corporation is also widely known for their music teaching programme that began in the 1950s

On December 20, 2007, Yamaha made an agreement with the Austrian Bank BAWAG P.S.K. Group BAWAG to purchase all the shares of Bösendorfer,[8] intended to take place in early 2008. Yamaha intends to continue manufacturing at the Bösendorfer facilities in Austria.[9] The acquisition of Bösendorfer was announced after the NAMM Show in Los Angeles, on January 28, 2008. As of February 1, 2008, Bösendorfer Klavierfabrik GmbH operates as a subsidiary of Yamaha Corp.[10]

.Yamaha electronic have proven to be successful, popular and respected products. For example the Yamaha YPG-625 was given the award "Keyboard of the Year" and "Product of the Year" in 2007 from The Music and Sound Retailer magazine.[11] Other noteworthy Yamaha electronics include the SHS-10 Keytar, a consumer-priced keytar which offered midi output features normally found on much more expensive keyboards.

Other companies in the Yamaha group include:

Bösendorfer Klavierfabrik GmbH, Vienna, Austria.

Yamaha Motor CompanyYamaha Fine Technologies Co., Ltd.Yamaha Golf Cart CompanyYamaha Livingtec CorporationYamaha Metanix CorporationYamaha Music Communications Co.,

Ltd.Yamaha Pro Audio

MOTOR COMPANY

Yamaha Motor Company Limited is a Japanese motorized vehicle-producing company. Yamaha Motor is part of Yamaha Corporation and its headquarter is located in Iwata, Shizuoka. Along with expanding Yamaha Corporation into the world's biggest piano maker, then Yamaha CEO Genichi Kawakami took Yamaha into the field of motorized vehicles on July 1, 1955. The company's intensive research into metal alloys for use in acoustic pianos had given Yamaha wide.

knowledge of the making of lightweight, yet sturdy and reliable metal constructions. This knowledge was easily applied to the making of metal frames and motor parts for motorcycles. Yamaha Motor produces motorcycles, all-terrain vehicles, boats, marine engines including outboards, automobile engines, personal watercraft and snowmobiles

The Yamaha corporate logo is composed of three tuning forks placed on top of each other in a triangular pattern.

In 2000, Toyota and Yamaha Corporation made a capital alliance in which Toyota paid Yamaha Corporation ¥10.5 billion for a 5 per cent share in Yamaha Motor Company while Yamaha and Yamaha Motor each bought 500,000 shares of Toyota stock in return.

Research Objective

To know the sales promotion strategies of Yamaha automobiles ltd.

To know the customer satisfaction level through dealer.

BIKESYamaha's first motorcycle was the 1

YA-1, which had a 125 cc, single-cylinder two-stroke engine. It was launched in February 1955 and the bike won its first race, the Mount Fuji Ascent Race, in July 1955.[3] Yamaha continued producing two-stroke engines until it launched the XS-1 in 1969, with a 650 cc two-cylinder four-stroke engine, using expertise that it gained doing engine development work for Toyota.[4] In 1979, the XT500 won the first Paris-Dakar Rally.[5]

In 1994, Yamaha announced the creation of Star Motorcycles, a new brand name for its cruiser series of motorcycles in the American market. In other markets Star motorcycles are sold under the Yamaha brand.

Today Yamaha produces scooters from 50 to 500 cc, and a range of motorcycles from 50 to 1,900 cc, including cruiser, sport touring, sport, dual-sport, and off-road.

SWOT ANALYSISStrength-leadership positioning in the market having share near about 39.9% Large network of dealers & high number of domestic sale.

The customer of this company is reliable in nature.

Weakness-Average of Yamaha bikes are not good as compare to other bikes.

Young generation shifting towards new foreign bikes.

Gladiator & Crux are not selling in the market.

Opportunity-Launched the new version of R-15.

Fz-s & Fazer also capture a good share into the market.

Having new technology & well machinerised service center.

Threat-New brands bike also coming in the market for giving competition.

Market share of company is decline 39.9% to 36.09%.

Research methodology

The data is collected through secondary way.

Through net, newspaper & magazines.

Findings…Bikes are mainly purchased by

young generation.Mainly focuses on sports bike.Customer are satisfied with

Yamaha bikes.Company are ready to launch

there new scooter for girls & other persons.

Business Operation or key Products

MotorcyclesCommunicator vehiclesRecreational vehiclesBoatsMarine enginesPersonal watercraftsElectrically power assisted

bicyclesGolf cars

Different Features of companyThe company launched 7 bikes in

abroad but in india it launched 13 bikes.

Diff. bikes for diff. age group.Mainly they focus on sports bike

for youngsters but for other age groups, for. Ex. Alba 106, sz, gladiator

The models and colors of the bike is attractive and unique.

Strategy of Sales Promotion Focuses more on advertisementIt targeted youth mainlyFor making good image in the minds

of the youngsters, company made S.Lorenzo (world champion moto gp 2011-2012) the brand ambassador of the company

Exchange offer and many other offer given to customer like. Free services, insurance and free discounts.

THANK YOU