For years, Japanese motorbike manufacturer Yamaha Motor has
been struggling in India, the world's second-largest motorbike market
after China.
The company is still lesser-known in the South Asian country, with only about a 3% share of the market. By contrast, its rival Honda Motor controls more than 20% of the Indian two-wheeler market.
To boost its brand recognition, Yamaha Motor has come up with a unique way to appeal to Indian consumers: creating its own mascot character, what is known as a "yuru chara" (cute and friendly mascot character) in Japan.
Its original mascot for the Indian market, nicknamed Zippy, has a
bear-like body and a face shaped like a heart to symbolize the company's
corporate slogan, "Revs Your Heart." Zippy, the name chosen from nearly
10,000 entries in India, arrived in the country from outer space,
according to the character's story supplied by the company. Zippy made
its official debut to promote road safety when the company unveiled its
new family scooter in February this year.
For a long time, Yamaha Motor had introduced a series of large sport motorbikes to boost the "cool" factor of its brand. But their price ranges are not attractive for local Indian consumers and sales have been languishing.
To turn itself around, the company changed strategy and launched scooters in 2012 as many Indian people use scooters in daily life. This strategic shift paid off and sales of its scooters have been strong particularly among female consumers. In February this year, Yamaha Motor released the Cygnus Alpha, a larger model with a 115cc engine for families with small children.
For Yamaha Motor in India, Zippy represents a change in its brand image from adoration to friendliness. At its local dealerships, the company even offers various Zippy goods such as magnets.
What's more, employees in full-body Zippy costumes appear in road safety workshops at residential areas and schools to interact with children. Through these efforts, Yamaha Motor aims to raise its profile among children first.
But it remains to be seen how well this Japanese-style mascot character approach will appeal to Indian consumers.
The company is still lesser-known in the South Asian country, with only about a 3% share of the market. By contrast, its rival Honda Motor controls more than 20% of the Indian two-wheeler market.
To boost its brand recognition, Yamaha Motor has come up with a unique way to appeal to Indian consumers: creating its own mascot character, what is known as a "yuru chara" (cute and friendly mascot character) in Japan.
Yamaha Motor's original mascot for the Indian market, nicknamed Zippy.
For a long time, Yamaha Motor had introduced a series of large sport motorbikes to boost the "cool" factor of its brand. But their price ranges are not attractive for local Indian consumers and sales have been languishing.
To turn itself around, the company changed strategy and launched scooters in 2012 as many Indian people use scooters in daily life. This strategic shift paid off and sales of its scooters have been strong particularly among female consumers. In February this year, Yamaha Motor released the Cygnus Alpha, a larger model with a 115cc engine for families with small children.
For Yamaha Motor in India, Zippy represents a change in its brand image from adoration to friendliness. At its local dealerships, the company even offers various Zippy goods such as magnets.
What's more, employees in full-body Zippy costumes appear in road safety workshops at residential areas and schools to interact with children. Through these efforts, Yamaha Motor aims to raise its profile among children first.
But it remains to be seen how well this Japanese-style mascot character approach will appeal to Indian consumers.
No comments:
Post a Comment