Class Assignment

PRODUCT DETAILS : HERO IMPULSE

SALES PITCH:

Hero launched its bike Impulse which is a transroader category bike in october 2011 just before Bajaj was planning to do so.

According to this article published in Business Standard :

Bajaj Auto and KTM Power Sports AG — the Indo-Austrian alliance — plans to launch a performance oriented premium bike in three years. The KTM-Bajaj alliance is developing a versatile motorcycle platform that would cater to the entry-level street bike segment from 125cc to more than 250cc. This platform is crucial as bikes built on it would be exported to most important global markets. The 125cc bikes are slated to hit the international market by the end of this year and in India by next year. The expected launch of the 250cc plus variants will be in 2013, said an official. “These products are being jointly built by Bajaj and KTM for both the Indian and the world market.”

MARKET ANALYSIS:

KTM is one of the leading manufacturers of superbikes and all-terrain vehicles in the world where Bajaj Auto holds 31.92 per cent stake. KTM specializes in making street bikes or dirt bikes. Now the interesting fact is post split of 26yrs joint venture of hero and Honda, hero is aiming to become a market leader in two wheeler manufacturing and to achieve that Hero moto corp recently launched a bike of the same segment  i.e.  Transroader.

The company claims that they wanted to give something new to their customers that was the reason why it came with this bike. But it’s the well known fact that HERO wanted to be the first company to launch such a bike before bajaj-ktm alliance could come with their own transroader kind of a bike.

By: NIKITA CHOTALIA
Roll No. 18