Financial Daily from THE HINDU group of publications
Friday, Dec 13, 2002
Financial Daily from THE HINDU group of publications Friday, Dec 13, 2002 |
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Marketing
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Promotions & Offers Saif Ali Khan to endorse Yamaha's Libero Neha Kaushik
NEW DELHI, Dec. 12 WHAT do Kapil Dev, Sourav Ganguly, Sachin Tendulkar, Virender Sehwag, Mohammad Kaif, Yuvraj Singh and Zaheer Khan have in common? Well, apart from the fact that they are all cricketers, they are also all endorsing brands of different motorcycles in the market. With an increasing number of brands and cut-throat competition in the Indian motorcycles market, signing up brand ambassadors has emerged as the ideal way for creating awareness as well as brand differentiation. Yamaha India, which is targeting to become a dominant player in the market, too has decided to opt for this strategy for its latest offering in the market, the 106 cc Libero. However, instead of opting for a cricketing celebrity (on the lines of other two wheeler manufacturers), the company has taken the Bollywood route and signed up film star Saif Ali Khan as brand ambassador along with the current Ms India. "We are planning to aggressively promote the brand (Libero). The new campaigns featuring the film star will be rolled out in January next year," senior company officials told Business Line. The campaigns have been designed by ad agency Mudra, and according to company officials, will feature the star in a very "different" avatar. The Libero is the second bike that Yamaha has launched in India this year, after cruiser model Enticer, and competes with the likes of TVS Victor, Hero Honda Splendour/Passion and Bajaj Caliber. According to Mr R.R. Prasad, Associate Vice-President (Marketing), Yamaha India, the company would leverage on the "size" factor of the Libero to pitch it against other 100 cc category bikes. "Libero has a longer wheel base, higher ground clearance and larger dimensions than any other bike in its class," Mr Prasad said. The company will increase the production of Libero to 10,000 units per month from January onwards.
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