Two wheeler major, Kinetic Engineering Ltd (KEL) plans to spend around Rs 2.5 crore on the advertising for its flagship bikes ‘Boss’ and ‘Velocity’ this fiscal taking the total ad spent to Rs 65 crore. An extensive TV campaign will go an air from May 25 and this will be followed by print campaign in all national dailies. Kapil Dev will continue as the brand ambassador for the bikes. The campaign for the bikes is being developed by Grey Worldwide, Ajinkya Firodia, General Manager, Marketing, KEL informed exchange4media.com today while addressing a press conference on Kinetic motorcycles being adjudged as the most fuel efficient in the country by auto magazine ‘Overdrive’.
Elaborating the future plans of the company, he said by September 2004 two new scooter models will be launched. As far as the bike segment is concerned no new models will be launched. Talks regarding the launch of sports bike ‘Comet’ are nearing finalisation. Besides this, plans of setting up an assembly line in Thailand are on the cards. Thailand and Indonesia would be the future export markets, Firodia revealed.
Divulging details on the export front he said a sales target of over 50,000 scooters across the globe has been set this year and the US will be the focus market. Added to this, a sales target of one lakh has been set for the bikes segment this year. The company was targeting an annual turnover of over Rs 1,300 crore this fiscal, which is an increase of Rs 300 crore as compared to the previous fiscal, Firodia said.
Accepting the fact that Kinteic had witnessed a dip in its profits last fiscal he said that being a late entrant into the bike segment, the player was using the period to set up appropriate number of service centers across the country. As many as 115 new dealers have also been added. However, this year the executive segment in bikes will generate both volumes and revenue for the company, Firodia said.