vespa
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11-Sep-2014 -
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Transcript of vespa
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By Ashish barapatre
(13034)
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INTRODUCTION
• Vespa is an Italian line of scooter manufactured by piaggio.
• The vespa is a scooter manufactured in 1946 by piaggio & co of pontedera italy.
• Piaggio now europe’s largest manufacturer of two wheeled vehicles and the world’s fourth largest motorcycle manufacturer.
• Vespa was the first globally sucessful scooter.
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HISTORY
• Vespa first came to India in 1960 with the collaboration with Bajaj auto.
• The collaboration ended in 1971 .• Vespa at that time was considered an iconic
scooter brand globally & the brand was owned by piaggio.
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Continued.....
• Piaggio then joined hands with kanpur based lohia machines ltd (LML) in 1983 & started to roll out the vespa range of scooters.
• By that time bajaj was ruling the indian market with the iconic chetak.
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DOWNFALL
1991 •LML faced its worst financial crises.
1998 •LML was the 2nd largest scooter manufacturer in india.•Market share rose to 28 %.
1999 •Joint venture was called off with LML buying piaggio’s stake.•LML decided to go alone with the scooters.•LML dropped the name vespa & cont. Selling LML nv & other models.
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VESPA’S THIRD DEBUT
• Having travelled through a 100 countries and selling over 17 million units globally till date, Vespa entered in indian market on april 2012.• The scooter is positioned at the premium-end and is 15-20% more expensive than competitors like Honda Activa, Suzuki Access and Mahindra Duro.
• With investments of 30 million Euros, the company has set up a plant at Baramati with a capacity of
1,50,000 units per annum
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CONFIGURATION
• Speed:- Top speed 120kmph.• Fuel economy :- approx 50 kmpl.• Body :- metallic.• Overall Length: 1760 mm (69.3 in) .• Overall Width: 695 mm (27.3 in).• Overall Height: 1110 mm (43.7 in).• Price :- 66,667 rs.• Vibrant colours.
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CURRENT SALE
• According to Society of Indian automobile manufacturers, vespa sales in India grew 24.55 % to 62%,841 units by 2012.
• "We are investing Rs 150 crore to double the capacity at the plant by the fourth quarter of 2013 so that in 2014, we can do at least 20,000 units a month by 2014, “ MD Ravi Chopra”
source:-economic times
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COMPETITORS
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Source :-http://autobei.com/blog/indian-two-wheeler-market-analysis-april-may-2013-scooter-segment
HONDA
HERO MOTO CORP
SUZUKI
MARKET SHARE
HONDAHEROSUZUKITVSVESPA
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Marketing Strategy
• In 2012, with its re-entry, the Vespa aimed to connect with the youth.
• It created a digital campaign in collaboration with Ogilvy One Worldwide and Meridian Communications . As part of the digital campaign, Piaggio created a 'Once upon a Vespa' contest.
• This contest provided participants an opportunity to win a trip to Italy, Vespa scooters, and other prizes.
• It educated Indians about the Vespa’s rich heritage and culture in a fun way...
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TARGET MARKETYOUN
G PEOPL
E
RETIREES
VESPA
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NEW MODEL OF VESPA
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SOURCES: Websites:-• http://autobei.com/blog/indian-two-wheeler-market-analysis-
april-may-2013-scooter-segment• http://www.researchandmarkets.com/reports/1337843/india
n_two_wheeler_industry• http://www.vespa.in/• http://www.zigwheels.com/specialcoverage/The-re-birth-of-V
espa-Scooters-in-India• http://www.autocarindia.com/auto-news/new-vespa
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Grazie mille!
THANK YOU !!