Comments
Suzuki Motorcycle, a subsidiary of two-wheeler manufacturer Suzuki Motor Corporation, has registered a 20 per cent increase in its January 2015 sales figures compared to January 2014.
But the company is not resting on its laurels and has chalked out an aggressive advertising and marketing campaign to promote the Gixxer.
Atul Gupta, Executive Vice-President, Suzuki Motorcycles India, said the Gixxer is Suzuki’s flagship motorcycle, and is an accomplished product in terms of aesthetics, performance and practical considerations.
Gixxer is drawn from the lineage of Suzuki’s globally successful GSX-R 1000 series.
Gupta added that though many aspects of Gixxer’s design and features reflect its lineage, “the designers did not merely imitate the GSX-R series. They connected with passionate riders and got to understand their tastes and likes. Based on feedback from actual users, the Gixxer was created.”
Suzuki Motorcycle sold 33,405 units in January 2015 as opposed to 27,825 units in January 2014, recording a growth in its overall sales. Sources indicated that of the ₹100 crore advertising budget for financial year 2015, the company is to spend around ₹30 crore on the Gixxer. Not commenting on actual ad spends, Gupta said the company has made concerted efforts to promote the Gixxer, which was introduced to the Indian market in September last year.
“We have promoted the attributes of the Gixxer through both above-the-line and below-the-line campaigns,” he said.
The Gixxer launch was supported by a high decibel campaign featuring brand endorser Salman Khan.
In addition to advertisements on television and in print, the company has also deployed hoardings, online marketing, retail merchandise and on ground activations to reach the consumer.
Asked as to how the name originated, Gupta said, “The name comes from the legacy of Suzuki’s GSX-R range of super bikes, which include legendary motorcycles such as the Hayabusa and the GSX R 1000. World over, GSX-R motorcycle owners are known as Gixxers. The Gixxer shares the DNA of its elder siblings from the GSX R series.”
He went on to add that the company tries to “relate the name (of a new bike) closely to the product’s proposition and positioning. For Gixxer, we sought to evoke the spirit of its legendary lineage. One of the most important considerations while naming a product is connecting with the target audience through the name. We wanted to connect with young Indian riders who are passionate about biking.”
Comments
COMMENT NOW
Comments
Comments have to be in English, and in full sentences. They cannot be abusive or personal. Please abide by our community guidelines for posting your comments.
We have migrated to a new commenting platform. If you are already a registered user of TheHindu Businessline and logged in, you may continue to engage with our articles. If you do not have an account please register and login to post comments. Users can access their older comments by logging into their accounts on Vuukle.