Yamaha Motor India Ltd. has decided to engage a second advertising agency, in addition to TBWA Anthem, to take care of its expanding product portfolio. So far the company has restricted itself in naming the second advertising agency.
Several advertising firms have had the mandate for the Yamaha brand in the past, which included among others Everest and Headstart.
According to industry analysts, having two advertising agencies will help the company adopt the 'bidding concept' helping it derive the best product marketing strategies in terms of both product as well as price positioning.
The company plans to launch a new model, Royal Star, by June this year. The company is also launching Yamaha's new worldwide campaign theme called 'Kando' (touching your heart).
According to industry sources, during April 2001- January 2002, Yamaha was the fourth largest motorcycle manufacturer with a 7 per cent market share.
The company has registered a 34.5 per cent growth over April 2000-January 2001 in terms of units sold. During the period, the company sold 1,73,736 units in the domestic market and 15,398 units in the exports market.
Source: Business Standard