case yamaha (b) ppm em10b
TRANSCRIPT
![Page 1: Case Yamaha (B) PPM EM10B](https://reader034.vdocuments.pub/reader034/viewer/2022050803/58e652e11a28ab1b438b5c75/html5/thumbnails/1.jpg)
Case Yamaha BAdiarti Nursasanti
Aria ArifinFithriani
Gunadi AbiyogaMeysha Agni
Raden KrismaShafiqah
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Background
Yamaha Nouvo Yamaha Mio Target market: wanita
moderen, stylish, dan kuat.
Tagline : “wanita jangan takut ketinggalan”.
Respon pasar: Wanita dan Pria.
Peluncuran Nouvo tidak begitu sukses Brand positioning.
Positioning Nouvo: Dynamic, Smart, Modern, dan Strong.
Yamaha merupakan market leader untuk motor otomatis
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Critical issue
Nouvo rebranding namun pertumbuhan sales tidak sebesar Mio.
Adanya ancaman dari competitor (Honda & Suzuki) yang akan masuk ke pasar motor matic.
Strategi apa yang diperlukan Yamaha untuk tetap menjadi market leader dan meningkatkan pangsa pasar motor matic?
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Analysis
Pasar tidak merespon brand image Mio seperti yang diinginkan Yamaha.
Sebagai market leader, Yamaha harus menerapkan defensive strategy.
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Conclusion
Yamaha telah melakukan strategi berikut ini : Strategi promosi: Product awareness dan
mendukung sales force Strategi produk: Good quality standard
But, still no defensive strategy
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Recommendation
1. Defensive strategy- Loyalty – edukasi safety
riding- Brand ambassador - Innovasi- B2B- Focus to strenght
3. Advertising and promotion
2. Brand loyalty-Event-Mobile service-Product quality
4. Brand positioning
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Brand ambassador Yamaha Mio Yamaha Nouvo for PT Pos (B2B)
Recommendation