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CONTENTS

•  Introduction•  Knowledge Structure-Attribute-Association

•  Competitor Analysis

•  Perceptual Map

•  Marketing Strategy (STP)

•  Marketing Tactic (7P)

•  Decision Journey

•  CRM

•  Classical/ Operant Conditioning

•  Conclusions

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GDP of INDONESIA:2011 IDR 7,427 trillion

2010 IDR 6,977 trillion2009 IDR 6,570 trillion

higher GDPmeans higher 

buyer power 

INTRODUCTION

Source: world bank, March 2012

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79,6%Indonesians have

motorcycle

(MarkPlus,2012)

Dominatedby Middle

Class

Assumed1 Family 1 Motorcycle

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KNOWLEDGE ASSOCIATION

 YAMAHAAT MOTORYCYCLE

Innovative

Performance

Design Youth

Technologyadvance

SportyModern

Fast

Japan

Comfort

Moto GPValue for money

Quality

Satisfaction guarantee

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HIERARCHICAL STRUCTURE

Matic SportMoped

Mio J Xeon RCSoul GT Vega Jupiter mxJupiter z1 Byson ScorpioNew Vixion

Mio Fino

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 Fee l  so c lo se  to  you

… 

 R ig h t no w 

 S p e c i a l  E d i t i o

 n 

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Customer A+tude

      C      O      G      N      I      T      I      V      E

      C      O      N      A      T      I      V      E

      A      F      F      E      C      T      I      V      E Customer Motivation  Customer Satisfaction  Brand Loyalty 

Brand Awareness Brand Association Brand

Image 

Consumer Habit  Demography Customer Profile 

88% awareness of Yamaha AT

motorcycle products

StylishInnovative

Sporty

InnovativeSpeed

Used to work, schoolTouring

21-30 years oldStudent

employee

Mercenaries,Experiencers

PerformanceDesign

Service network

38% satisfied withYamaha AT

motorcycle

22% Netpromoter 

score (low)

Based on research to 45 SBM ITB Civitas

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MULTI ATTRIBUTE

MODELS 

Attributes A5ributes

importance

 Yamaha

Mio J 

Honda

Beat FI 

Performance 24 % 7.5 6

Color & Graphic 29 % 6.5 8

Fuel consumption 17 % 6.5 8.5

Comfort 30 % 7.5 9

Product Attribute Value

helps to understand the positioning of product/service and its competitor product/service positioning in

customers point of view.

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Yamaha

Mio J

HondaBeat

  e   f   f   i  c   i  e  

  e   f   f   i  c   i  e  n   t

low performance

high performance

  w  a  s   t  e   f  u   l

Yamaha

Mio J

HondaBeat

  g  o  o   d

 

  g  o  o   d

 

low performance

high performance

   b  a   d   d  e  s   i  g  n

PERCEPTUAL MAP

Perceptual Map of Performance-fuel consumptionPerceptual Map of performance- Color& graphic

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Yamaha

Mio J

HondaBeat

  c  o  m   f  o  r  

  c  o  m   f  o  r   t  a   b   l  e

low performance

high performance

  u  n  c  o  m   f  o  r   t  a   b

   l  e

PERCEPTUAL MAP

Perceptual Map of Performance - comfort

Yamaha

Mio J

Honda

Beat

  c  o  m   f  o  r  

  c  o  m   f  o  r   t  a   b   l  e

wasteful

efficient

  u  n  c  o  m   f  o  r   t  a   b   l  e

Perceptual Map of Fuel Consumption-Comfort

no AT Motorcycle is perceived by this particular consumer to be bothcomfortable and uncomfortable with fuel efficient

 market opportunities

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ATTITUDE CHANGE STRATEGIES

1. Changing the importance/desirability of attributes

2. Changing brand beliefs

3. Adding new attributes

Getting low emission certification and sponsoring green activities

i.e. Environment friendly

Non stop touring activities to break national record i.e. 5 cities touring non stop (MURI record) 

Emphasize the low fuel consumption and better performance campaigni.e.  Advertisement of faster and economical

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FOCUSING ON AFFECT

Overall

attitudechange

Positive

marketing

stimuli

through adsemphasize

on faster and

environment

friendly Behavior

(purchase)

Increased

positive

beliefs

Increased

affective

response

(liking)

toward

AT

Yamaha

Mio X

Gear

Increased

positive

beliefs

Behavior

(purchase)

Experential Hierarchy:

High involvement learning

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MATCHING ENDORSER WITH PRODUCT

AND TARGET AUDIENCE

Youth

Noah, IDPInnovative,

stylish, Sporty

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Dynamic

A5ributeSta?c

A5ribute

Segmentation

GEOGRAPHIC PSYCHOGRAPHIC

Indonesia

Urban, Sub urbanJava, Sumatra, Kalimantan

 Active, SportyExperiencer  

DEMOGRAPHIC  BEHAVIORAL 

21-30 years old

Single, Married (1 child / nochild)

Student, Employee, Self 

employeeIDR 1-2 Million monthly

expenses

PerformanceFirst time customer,

Ex-customer 

Medium loyal

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Targeting

Market size

Source: world bank, march 2011, based on susenas, markplus april 2012, gaikindo 2011, www.bps.go.id, aditya (2013)

56.5%middle class

population

237,168million people (2010)

5,159million lower 

middle class

Market growth

79.6%owned motorcycle

 YOUTH8

million sales (2011)

10-15%Increment per year 

68million units

in Indonesia)

PICTURE

PLEASE

Innovators, Early adopters,Sports minded 

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Posi?oning statement

“For Youth, MIO Xride special edi7on is

the AT Motorcycle that delivers

the latest YMJet_FI technology, because only MIO Xride is

Faster, low fuel consump7on and environmental friendly ” 

Posi?oning

By CompetitorsBy Attributes

  YMJET_FI 

  10% efficient 

  Sporty attributes

(lamp, tire,

speedometer etc)

  The latest innovative fuel injection

  Customized and special edition

  Faster, 30% low fuel consumption,

environmental friendly 

,

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COMPETITOR ANALYSIS

POP POD

Yamaha Mio    Automatic Motorcycle

   Automated head onlamp

  FI Technology  Economic fuel

consumption

  Latest technology 

Complete Injectionsystem  Larger fuel tank

capacity

Honda Beat   Side stand switch

  Parking brake lock

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SHARE

OF

THROAT

ManualMotorcycle

ScooterSport

motorcycle

(Trail)

Other motorcycle(customized)

Competitive Situation

54.1

35.3

8.1

0

10

20

30

40

50

60

Honda Yamaha Suzuki

Powerful

Weak

Market share

Source: markplus,2012

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STRENGHTS WEAKNESSES

Well known brandWell established and trust

High quality of productLarger baggage

Better performance (speed) Advance in technology used

Better design 

Slightly taking more fuel compare toHonda Beat

OPPORTUNITIES THREATHS

Demand come from male segmentationInnovation towards extreme field user 

Increasing sales by maintaining better relationship with third-party

Offering in many different color  

Had fewer service center and dealer compare to Honda

Lower reselling value than Hondaproduct

Honda Beat and Suzuki Nex ascompetitive product

Its market share were already highly

competitive 

S.W.O.T. analysis

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Content 

Context 

Infrastructure 

Differentiation

The latest innovative fuel injectionCustomized and special edition

Faster, low fuel consumptionvalue for money, environmental friendly

Professional technician

Modern equipment at service center 

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Core product

Faster

Low fuel consump?on

User friendly

Actual product

Augmented product

The latestYMJet_FI

technology

Stylish

Yamaha

AT Motorcycle

years machine

guarantee Environmental

friendly

Wider dealernetworkWider services

network

Separate

Spare part

Product

Air Assist

Passage

(sub‐port)

Downstream

Thro:le Valve

Upstream

Thro:le Valve

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Nama

 Alamat

Cara Bayar 

DP

Leasing

SENDCLEARBACK

F.X. Kresna Paska

Jl. Cijagra Bandung

No HP 085214099494

CREDITBAFRp. 3.000.000

Exclusive for Android user through YAMAHA Android appsTo order, test ride and purchase IDR 16,699K

Value based price

IDR 17,000KX RIDE Adventure Special Edition

3% discount for 

android users!!

PRICE

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145West Java

Sales service

spare parts

outlets

122West Java

Service spare parts outlets

PLACE 

WIDER SERVICE NETWORK 

(ACCESSIBILITY)

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Advertising

Gambar Mio

Sponsorship Sales promotion

Promotion MIX

Noah & IDP asbrand ambassador 

Xtremesports

Event,Touring

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*

CRM A ti it

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CRM Activity

Visit to Customer 

Customer Gathering

Free Gasoline

CRM A ti it

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CRM Activity

Birthday Customer 

Customer Door Prize

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PROCESS

Pre Purchase Purchase Post purchase

Test rideSales agent upselling 

Service reminder Check satisfaction

within 1 month

CRM 

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People

Physical

  Recruit young people average 18-20 years old 

  Collaborate with SMK in West Java for working program

experience

  Workshop for machine maintenance education

  1 month internal workshop for both of sales agent and technician

before new product being launched 

Sales service spare parts outlets Service spare parts outlets

Music Banner of products

Price sign Ambience

Ready stock product 

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DNA OF CUSTOMER EXPERIENCE COLIN SHAW

Value

   L  o  y  a   l   t  y

Value Destroyer

Value Drivers

DestroyingCluster 

Attention

Cluster 

Recommendation

Cluster 

AdvocacyCluster 

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DestroyingCluster 

Stressed

Neglected

Unsatisfied

Frustr ated

Disap

pointed

Unhappy

Hurried

Irritated

AttentionCluster 

Stimulated

Interested

Explorat

ory

Energeti

c

Indulgent

ATTENTION cluster 

DESTROYING cluster 

RECOMMENDATION cluster

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Recommendation

Cluster 

Safe

Caredfor 

TrustedFocused

Valued

RECOMMENDATION cluster 

Advocacy

Cluster 

Happy

Please

d

ADVOCACY cluster 

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Pleased

ADVOCACY cluster 

Happy

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TYPE OF CONSUMER LOYALTY

SATISFACTION

MERCENARIES 

YAMAHA AT Motorcycle

consumer feels satisfy, but heor she does not do repurchase

LOY

A

LTY

HIGH

HIGHLOW

DEFECTOR

HOSTAGES LOYALIST

22% (Low medium NPS)

Based on group research

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CONSUMER DECISION

JOURNEY

Phase Factors %

Initial Company Driven Marketing

Past Experience

Consumer Driven MarketingStore/Agent Interaction 

39%

28%

21%12%

Evaluation Consumer Driven Marketing 

Store/Agent Interaction

Company Driven Marketing

Past Experience

37%

26%

26%

10%

Purchase ConStore/Agent Interactionsumer Driven Marketing 

Company Driven Marketing

Past Experience

43%31%

22%

5%

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CRM PROGRAM PER

CONSUMER JOURNEY

   I  n   i   t   i  a   l    P   h  a  s  ePoint of sales

activities

 Adding more sales

personRejuvenation currentproduct

Brand ambassador 

Racing eventsponsorship

Social mediaawareness

   A  c   t   i  v  e   E  v  a   l  u  a   t   i  o  nWell information on

website

Online forums

Open booth at mall

Testimony from wellknown mechanic /media review

Test drive

Corporate respondvia social media

   P  u  r

  c   h  a  s  eCash-back program

Motorcycle buy-backprogram*

Easiness in term of payment

Discount price

Free maintenanceprogram

Free accessories

CRM flow

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- Download - Follow up by phone- Update - Reminder  

MARKETING SUPPORTUpdate

CRM flow

Dealer 3S

1st year 3rd year ● ●●

 CRM

CROVisit Customer 

SPV CRM

• Data analysisHot leads

New Order 

Download

SALESPERSON

checked

follow up

ask reference

Hot Prospect Data

• Random Check

1

2

3

4

5

6

7

8

9

DataFaktur 

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CLASSICAL

CONDITIONING

Every time Dicki sees ads of Ariel riding Mio  X-Gear Special Edition TVC, he

couldn't help to feel connected and proud if riding the motorcycle just like in the

TVC were. When he needed new motorcycle, he didn’t put much thought into

which brand he would buy – he automatically choose MIO X-Gear 

Classical Conditioning 

Uncond./Cond. Stimulus   Ariel 

Neutral/Cond. Stimulus  Mio X TVC 

Uncond./Cond. Response   Attracted to buy Mio X

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OPERANT

CONDITIONING

Operant Conditioning 

Behavior   Buy the motorcycle and become a member  

Consequence  Every service/ maintenance with dealer will add point that

can be exchanged with gift or voucher  

Expected Change  Will increase after-sales service and word of mouth 

Operant Conditioning 

Behavior   Receive good service from Yamaha dealer (CRM) 

Consequence  When need service will come back to Yamaha 

Expected Change  Become loyal and refer to his friends. 

Marketing strategy for Mio X-Gear Special Edition also includingthese conditioning to motivate customer to visit and buy product

Mio X-Gear Special Edition, also its after-sales service. 

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ADS STORY BOARD

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