Fazer came to India in 2004 as a 125 cc bike. The bike was different from others because of its unique twin headlamps. But the bike got a lukewarm response from the Indian market.
Now Fazer comes with a new 153 cc engine and a terrific styling. In my earlier post on Yamaha , I had compared the Fazer 125 cc with its global counterpart and criticized Yamaha for bringing in a stripped down version of Fazer.
Now that complaint has been taken care of. The new Fazer looks exceptionally cool and stylish.
Fazer is targeting the bikers who likes to live their life on their motorcycles. The brand is being positioned as one ideal for those weekend getaways.
The brand is currently running a TVC : Watch it here
Fazer has the tagline of "Touring Spirit " which reflects the brand's positioning.
Yamaha has identified its core brand DNA. Yamaha has found that its success lies in performance bikes rather than those volume driven underpowered bikes. Yamaha is now reinforcing its brand DNA by bringing in models that drive performance and style rather than volume. A look at the home page of Yamaha India reflects the new Yamaha.
Corporate brand - Yamaha also sports the new tagline " Yes Yamaha ".
It is good to see a failed brand rejuvenating itself . The lesson that Yamaha gives the marketing practitioners is not to forget the Brand DNA.
Yamaha has identified its core brand DNA. Yamaha has found that its success lies in performance bikes rather than those volume driven underpowered bikes. Yamaha is now reinforcing its brand DNA by bringing in models that drive performance and style rather than volume. A look at the home page of Yamaha India reflects the new Yamaha.
Corporate brand - Yamaha also sports the new tagline " Yes Yamaha ".
It is good to see a failed brand rejuvenating itself . The lesson that Yamaha gives the marketing practitioners is not to forget the Brand DNA.
Some times we ignore the promotion freebies that come with the motor oil that we buy.. Recently i bought a Castrol promotion pack for my bike but wasn't informed by the dealer that the scratch card offer to enter the lucky draw to go to South Africa World cup games and the dealer has assured gifts that we can collect at the time of purchase. Make sure you ask your service dealers for the contest details if you buy one in the near future and collect your assured gift :)
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