Encouraged by the success of its previous cruiser model Enticer, Yamaha Motor India has launched a new model 'Libero' in the market. Positioned as India's 'first ever king size' 100cc bike, Libero is set to create more competition in the already crowded market place. The launch is supported by print advertising and TVC will follow soon.
As per Yamaha, Libero's extra size dimensions make it a king in the 100 cc category bikes in India. It comes with an extra large fuel tank, higher ground clearance and longer wheelbase. Says M. Shibuya, MD of Yamaha, "The Libero will set new standards in every aspect of the Deluxe 100cc category." It is available in four exciting colours with advanced Advantech 106 cc, 4 stroke, air-cooled SOHC engine that delivers optimum power, mileage and smooth gear shift as claimed by the company.
The company plans to sell 100,000 units of Libero in the Indian market in the first year. Shibuya further added, "This initiative is part of our strategy to launch 1 or 2 new models every year. We are already on road to sell 300,000 bikes by the end of this year. In fact, the overwhelming demand of our Enticer model has forced us to step up its production from the initial 6,000 to 10,000 per month."
Nalin Kapoor, Chief Manager-Marketing & Product Planning, Yamaha said that the promotion of Libero is going to be done in phases. "We expect to pick up steam from January onwards. The first press ad appeared on 10th of this month and later on, a multiple ads campaign will be released all over the country. The media strategy will focus on the upper crust males consisting of office executives, professionals besides those who have just begun their career." Net based promos and ground events will also form an important part of the overall promotion plan.
But the major stress seems to be on the television media. Prabir C. Purkayastha, Executive Director of Mudra which has the Yamaha account said, "The launch campaign will focus on the TV medium. We are currently working on a TV commercial to project the bigger features of Libero in a distinctive and unique manner. We followed the similar strategy with the Enticer ad also with great success." On being probed further on the use of celebrity in the ad, he admitted that the idea is under consideration though nothing has been finalized.
When asked by exchange4media on the possibility of sales cannibalization by Libero, Kapoor said, "Though we don't see the possibility of cannibalization in other Yamaha brands by Libero but 10-15% of our customers may would like to upgrade to Libero."
The launch of Libero is bound to alter the bike market alignments as happened after the Enticer launch. But the current market does not allow a brand to remain fresh for more than 6 months. Consumers look for new and multiple features and the competitors can come out with similar or additional features fast enough to erode brand's uniqueness. Especially when you have competitors like Bajaj, TVS and Hero Honda to deal with!