This document summarizes the positioning strategies of four major two-wheeler companies in India - Yamaha, Bajaj, TVS Motors, and Hero MotoCorp. Yamaha positions itself as a common man's racing bike through advertisements highlighting extended services and celebrity endorsements. Bajaj positions its bikes as fuel efficient with a greater mileage through advertisements set in undiscovered parts of India. TVS Motors positions its bikes as stylish, powerful, and easy to maintain through advertisements depicting masculinity and celebrity endorsements. Hero MotoCorp focuses on mileage and portrays its bikes as uniting the nation and allowing everyone's inner superstar.

1. POSITIONING STRATEGIES
OF TWO WHEELER
INDUSTRY
Prepared by – Lokesh
CENTRAL UNIVERSITY
OF HARYANA

2.  Yamaha India
Bajaj
TVS Motors
Hero MotoCorp
SOME POPULAR TWO
WHEELER COMPANY

3. Yamaha India
Founder: Genichi Kawakami
Major Brands: RAY, Vmax, YZF-R1, FZ1, YZF-R15, Fazer FI, Fazer, FZ-S
FI, FZ FI, FZS, FZ16, SZ-S, SZ-RR Blue Core, SZ-RR, SS125, YBR125,
YBR110, Crux
 Corporate Office: Noida, India
Website: www.yamaha-motor-india.com

4. POSITIONING STRATEGIES
 YES Yamaha Advertisement
YES stands for Yamaha extended services
this advertisement portrays Yamaha as common man’s racing bike
 Celebrity endorsements
 Use of songs for advertisement
“Ruk Jaana Nahin”
has been used as the background score

5. Bajaj
Founder: Jamnalal Bajaj
Major Products: Avenger 220 DTS-i, Pulsar 200 NS, Pulsar 220, Pulsar 180,
Pulsar 150, Pulsar 135 LS Pulsar, New Discover 150 Discover 125 M, Discover
100 M, Discover 100, Platina 100, Ninja 650R, Ninja 300, CT 100
 Corporate Office: Pune, Maharashtra, India
 Website: www.bajajauto.com

6. Discover India with the power of 1 L petrol
positions Bajaj as a fuel efficient bike with a greater mileage
“Discover the undiscovered India”

7. Pulsar mania
“Thrill has a new name Pulsar mania”
punch line of “Definitely Male” , “Distinctly Ahead”
positioning pulsar to be a masculine

8. TVS Motors
Founder: T. V. Sundaram Iyengar
Major Brands: Apache Series RTR, Phoenix 125, MAX4R, StaRcity Plus,
Sport, Scooty, Jupiter, Wego
Corporate Office: Mumbai, Maharashtra
Website: www.tvsmotor.com/default.aspx

9. POSITIONING STRATEGIES
 Powerful and stylish
shows that TVS bikes are stylish, powerful, masculine and can be easily
flaunted off amongst peers
Celebrity endorsements
Brand Ambassador- Amitabh Bachchan

TVS positions itself as a bike that is safe,balance and can be easily
maintained.

10. Hero MotoCorp
Founder: Brijmohan Lal Munjal
Major Product : Karizma ZMR, Karizma, Hunk, Achiever, Glamour, Super
Splendor, Passion XPRO, Passion PRO, Splendor Pro Classic, Splendor Pro,
Splendor Plus, HF Deluxe ECO
Corporate Office: New Delhi, India
 Website: www.heromotocorp.com/en-in

11. POSITIONING STRATEGIES
Fill it. Shut it. Forget it Campaign
Campaign focused on the mileage

12. Desh ki Dhadkan Advertiesment campaign.
Hero bikes as the heart beat of the entire nation uniting everyone

13. Hum me hai hero campaign
Advertisement tries to prove that we all are born super starts