Are you also planning to take the format overseas also?
As of now, there are no plans to take the format overseas. We will be limiting ourselves into the Indian market only.
With the KTM bikes making their inroads into the Indian market in the coming time, how will you be able to make the showroom as a distinctive place for the three – Bajaj, Kawasaki and KTMs?
The KTMs will be available in the Indian market by next year. In fact, all the bikes that are meant for performance from Bajaj will find a place in the Bajaj’s Probiking showrooms. We will have a separate section for Bajaj products as well as the Kawasakis and KTMs.
How different will be the marketing strategy in the case of the Kawasaki products?
In case of premium bikes, the marketing strategy focuses more on interacting with the consumers and to give him an experience wherein he gets to touch feel and ride the product. That’s how the prospective consumer converts into a loyal consumer.
What are the other plans for the format in the current year?
According to the plan outlined, we shall be standing at 35-40 Probiking showrooms wherein the figure currently stands at 32 showrooms.
How has the role changed for the Probiking showrooms after the launch of Kawasaki products in the Indian market?
The importance has certainly gone up as now we have almost 80-90% market share in the above 250cc market and there is a market for superbikes that will grow with the time.
As of now, there are no plans to take the format overseas. We will be limiting ourselves into the Indian market only.
With the KTM bikes making their inroads into the Indian market in the coming time, how will you be able to make the showroom as a distinctive place for the three – Bajaj, Kawasaki and KTMs?
The KTMs will be available in the Indian market by next year. In fact, all the bikes that are meant for performance from Bajaj will find a place in the Bajaj’s Probiking showrooms. We will have a separate section for Bajaj products as well as the Kawasakis and KTMs.
How different will be the marketing strategy in the case of the Kawasaki products?
In case of premium bikes, the marketing strategy focuses more on interacting with the consumers and to give him an experience wherein he gets to touch feel and ride the product. That’s how the prospective consumer converts into a loyal consumer.
What are the other plans for the format in the current year?
According to the plan outlined, we shall be standing at 35-40 Probiking showrooms wherein the figure currently stands at 32 showrooms.
How has the role changed for the Probiking showrooms after the launch of Kawasaki products in the Indian market?
The importance has certainly gone up as now we have almost 80-90% market share in the above 250cc market and there is a market for superbikes that will grow with the time.
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Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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