Marketing of Kawasaki
More than forty years have passed since Kawasaki started full-scale production of motorcycles. They first motorcycle engine was designed based on technical know-how garnered from the development and production of aircraft engines
They entry into the motorcycle industry was driven by Kawasaki’s constant effort to develop new technologies. Over the years we have released numerous new models that have helped shape the market, and in the process, created many enduring legends based on the speed and power of our machines. In 1996, we produced our 10 millionth vehicle, a testament to Kawasaki’s ability to meet the needs of a wide range of riders. As Kawasaki continues to “Let the good times roll,” our latest challenges will surely give birth to new legends.
History of the product
Design of the KE- 1 motorcycle Engine is completed. (Kawasaki Machine Industry (the precursor to Kawasaki Aircraft Company), Takatsuki factory).
“Aircraft engineers” began the development of the KE (Kawasaki Engine) in 1949. Mass production starts in 1953. The air-cooled, 148cc, OHV, 4-stroke Single has a maximum power of 4 PS at 4,000 rpm.
Production of the KB-5 Motorcycle Engine starts. (Kawasaki Aircraft Company, Kobe Plant).
Its responsive torque at low and mid rpm, and outstanding characteristics give it a good reputation among riders. For the next 10 years the KB-5 received a number of updates and provided the base for Kawasaki’s 125cc motorcycle engine.
In the same year, the Meihatsu 125-500 was released, equipped with the KB-5engine.
In 1956 the Meihatsu 125 Deluxe debuted.
1957 marked the production of the improved version of the KB-5 engine, the KB-5A. This was also the first year the “Kawasaki” logo was stamped into the engine side cover.
In 1960 Kawasaki completed construction on a factory dedicated exclusively to motorcycle production and sales of the Kawasaki ‘125 New Ace’ commenced.
In 1961 sales of the Kawasaki brand motorcycles, the Kawasaki Pet and Kawasaki 125B7, commenced. Using the most advanced materials of the time, the curved surface compositions of these motorcycles gave them a high-sense of design.
In 1962 sales of the Kawasaki 125B8 commenced. Developed and manufactured exclusively by Kawasaki Aircraft Company, the B8’s low-end torque, quiet engine and supreme durability earned it the reputation as the No. 1 practical use bike.
In 1963, the B8M Motocrosser took the top 6 positions in the Hyogo Prefecture Motocross Tournament.
Popularity of the W1 (650cc) (650W1 in Japan) in the US gained Kawasaki world-wide recognition as a big bike manufacturer. Also in 1966 sales of the A1 (250cc) commenced. It was the first bike in its class to be equipped with an air-cooled, 2-stroke, paralleled twin, rotary disc valve engine. The A1 demonstrated phenomenal performance.
In 1968 sales of the H1 (500cc) (500SS Mach-III in Japan) commenced. The air-cooled 2-stroke triple cylinder is the fastest machine in its class with a top speed of 200km/h. Nicknamed “Bronco”, the H1 marked the beginning of Kawasaki’s Speed King Legend. Expectant World Champion Shines
In the FIM World Road Racing 125cc Championship, Dave Simmons scored victories in both the West German GP and the Isle of Mann TT and won the series championship on his KR-1.
In 1972 overseas sales of the Z1 (900cc) started. Sales of the domestic version, the Z2 (750cc), started the following year.
In 1977 sales of the Z1-R (1000cc) commenced. It was a real-style café racer and the Z1-R’s stylish appearance received great praise overseas.
In 1978 sales of the Z1300 commenced. Weighing-in at 1300cc, the liquid-cooled, 4-stoke, DOHC In-line 6-cylinder “Dreadnaught” was the largest Japanese manufactured motorcycle engine. Its release at the Cologne Motor Show marked the beginning of the Kawasaki Monster Legend.
In 1979 sales of the Z400FX commenced. It was the first air-cooled, 4 stroke, DOHC In-Line-Four in its class and the “FX” made a name for itself. It’s large frame, compact engine and no-compromise quality made it a big hit. In the same year, the Z750FX and the Z250FT were released and Kawasaki enjoyed a favourable reception. Also in the same year, the first Japanese mass-produced belt-driven motorcycle, the KZ440LTD, was manufactured for the US market. This was one example of Kawasaki’s “Spirit of Embracing Challenge”. The same belt-drive technology was used in two domestic models, the Z250LTD, and the Z400LTD starting in 1983.
In 1980, overseas sales of the Z1100GP commenced. It was the first model in the supersport GP line-up to feature DFI (Direct Fuel Injection) and an oil cooler.
In 1981 Kawasaki won the manufacturer’s title in the FIM World Road Racing 250cc class Championship for the fourth year in a row. The machine that won was the KR250. A. Mang won the title in both the 250cc and 350cc classes. Also in 1981, sales of the AR50 commenced. This bike was Kawasaki’s first 50cc sports model and it was also the first 6-speed motorcycle in its class.
In 1982 sales of the Z400GP, a domestic model in the GP line-up, commenced.
In the same year, overseas sales of the Z1000R commenced. The legendary model was a limited edition replica that commemorated Eddie Lawson’s 1981 AMA Superbike Championship victory. Based on the Z1000J, the “Lawson Replica” featured the latest technology, like an oil cooler and lime green colouring. Also in the same year, overseas sales of the GPz1100 commenced. The new sports model featured DFI and Uni-Trak suspension.
The following year, sales of the other models in the series, the GPz750 and GPz400 commenced.
In 1983 the Z750 Turbo was released. Often referred to as “the pinnacle of air-cooled machines” at Fuji Speedway and a like, this model was Kawasaki’s first turbo-charged supersport.
In the same year the GPz900R was released in Monterey, California at a press introduction and test riding session. Sales of the first “Ninja” (US naming) commenced the following year.
In 1984 sales of the Vulcan 750, Kawasaki’s first V-Twin American-style Cruiser, commenced.
In the same year sales of the KR250, a replica model of Kawasaki’s FIM World Championship-winning racer, commenced.
In 1985 sales of the Eliminator (900cc) commenced. The new Sports-Cruiser used the engine from the GPz900R. in the same year sales of the 250 Casual Sports commenced. Nicknamed the “CS”, it featured a liquid-cooled DOHC Single cylinder engine. Also in the same year, the first Japanese mass-produced belt-driven motorcycle, the KZ440LTD, was manufactured for the US market. This was one example of Kawasaki’s “Spirit of Embracing Challenge”. Also in 1985, overseas sales of the KDX200 commenced. The new Enduro model had an air-cooled Single cylinder engine that featured the newly developed KIPS power valve.
As well, sales of the GPz400R commenced. The GPz1000RX, GPz600R, GPz250R and the fairingless FX400R completed the supersport line-up.
In 1986 sales of the GPX7550R, a full-fairing supersport model, commenced.
Sales of the GPX250R and the GPX400R commenced the following year.
In 1987 sales of the KS-I (50cc) and the KS-ii (80cc) (both small-sized dual-purpose models with air-cooled single engines) commenced. The new machines allowed riders to enjoy both on-road and off-road fun. The bikes marked the beginning of the “Superbikers’ Mini Racer” boom.
In 1988 Atsushi Okabe won the All-Japan Motocross Championship for the second year in a row riding a KX125SR. In the same year overseas sales of the ZX-10 (1000cc) commenced. The new machine featured an extremely rigid aluminium E-box frame that was inherited from Kawasaki works racing motorcycles. With a light weight of 225 kg, it had a top speed of 270kkm/h and guarantied Kawasaki’s position as the fastest motorcycle in the world.
Also in the same year, sales of the ZX-4 (400cc) commenced in Japan.
In 1989 sales of the ZXR Series, including the ZXR750 and the ZXR400, commenced. These supersport machines had styling identical to that of the Kawasaki works racers.
In the same year sales of the Zephyr (400cc) commenced.
In 1990 sales of the Kawasaki flagship model, the ZZ-R1100, commenced.
In the same year, sales of the ZZ-R600 and the ZZ-R400 (models in the same series) commenced.
In 1991 sales of the Balius (250cc) commenced. The new naked sports model featured a liquid-cooled DOHC 4-cylinder engine. In the same year sales of the Estrella (250cc) commenced. The new classic sports model features an air-cooled single-cylinder engine.
In 1992 the Kawasaki ZXR560R won its first Daytona 200 AMA Superbike title and Scott Russell won the rider of the championship award.
In the same year, sales of the Xanthus (400cc), a road sports model with innovate styling, commenced.
In 1993, during the FIM Endurance World Championship, Kawasaki racers won the Le Mans 24-Hour Race for the first time riding on the ZXR-7.
In the same year overseas sales of the Ninja ZX-9R (900cc), commenced. The new supersport model featured an aluminium frame.
1994 marked the fourth year in a row that Kawasaki won the FIM Endurance World Championship series. The bike that earned Kawasaki the title of “Endurance King” was the ZXR750R.
In the same year sales of the ZRX (400cc) commenced. The new naked sports model combined straight-line powerful styling with a refined version of the ZZ-R400’s engine.
In 1996 sales of the GPz1100 ABS commenced. The new supersport model featured an anti-lock braking system.
In the same year sales of the Zephyr c (400cc) commenced. The new road sports model featured an engine with 4-valve heads. Also in the same year, sales of the Vulcan 1500 Classic commenced. The new American-style Cruiser featured a v-Twin engine and was considered the world’s largest displacement mass production motorcycle. As well, sales of the ZRX1100 commenced. The new Large-displacement road sports model features a bikini cowl.
In 1997 sales of the Super Sherpa (250cc) commenced. The new multipurpose off-road models was and still is the ideal wilderness partner.
In 1998 sales of the D-Traker (250cc) commenced. Featuring a liquid-cooled 4-valve Single-cylinder engine, the D-Tracker created a new category of motorcycle.
In the same year, sales of the Z650, a re-release of the popular W1, commenced.
In the year 2000, overseas sales of the Ninja ZX-12R (1200cc) commenced.
In 2001 sales of the ZRX-1200 commenced. The successor to the ZRX1100 featured an increased displacement and came in one of three styles; the half-cowled ZRX1200S, the bikini-cowled ZRX1200R and naked ZRX1200. In the same year sales of the Vulcan 1500 Mean Streak commenced. The sporty new Cruiser combined a long and low chassis, high performance components and custom styling.
In 2002 sales of the ZZ-R1200 commenced. An evolution of the famous ZZ-R1100 superbike, the new supersport tourer combines superbike performance, sport touring comfort and avant-garde styling. In the same year sales a kids enduro model called the KLX110 commenced. Also in the same year, sales of the 250TR commenced. The domestic-market retro street bike gained popularity among young riders
Sales of the Ninja ZX-6R (636 cm3) and the Ninja ZX-6RR (600 cm3) commence. Designed to be the quickest circuit bikes in their class, these completely redesigned Sixes feature many components usually found only on race machines. Sales of the Z1000 commence. Released 30 years after the legendary Z1, the new “Super-Naked” combines top-level supersport components with a design that is unmistakably Kawasaki
Strategy and Tactic
Increasing the market growth of Kawasaki amount 20 % within two years.
Kawasaki 250 cc has new technology which is 4 valve. It means that, All poppet valve, four-stroke internal combustion engines have at least two valves per cylinder — one for intake of air and fuel, and another for exhaust of combustion products. Adding more valves improves the flow of intake and exhaust gases, potentially improving combustion efficiency, power, and performance.
Kawasaki 250 cc has design for someone who loves racing. Kawasaki 250 is design for sport touring Therefore this design is suitable for racing, because the design of the riding position is makes the racer more comfortable, not easy get tired and suitable for long journey.
Kawasaki give three warranty for their product, which is for spare part, service and change the oil, this warranty can be use for twelve times in 3 years.
Kawasaki will make test drive before the customer buy the product. This service create to give customer satisfaction to them. From the test drive the customer will be convenient to buy the product.
Kawasaki will give shirt for everyone who buy their motorcycle, this shirt made for customer loyality. During the promotion, if the customer buy in cash they will get helmet, limited jacket.
Kawasaki will recruit Rendy de Puniet as their icon. Because Rendy has a good remark in circuit competion. From low level of the racer now he became a famous racer. Rendy can got that good remark becauseRendy won the tournament of 250 cc racing. And for the first 100 customer of the Kawasaki 250 , they will get the original signature from rendy the puniet.
Kawasaki will provide the event, that is Kawasaki Touring. This event can be the facility to the promotion because this event can attract to the potential customers.
Kawasaki will make little exhibition in mall to mall and follow to the automotive expo.
The customer who buy the product in cash will get discount up to Rp. 2000.000 within first 3 month of the promotion.
Price of the Kawasaki 250 cc is around Rp 40.000.000. even though the price of Kawasaki is expensive compare to the other motorcycle competitor, but from that price, the customer will get hi quality and performance too.
We enhance our relationship with consumer by giving the best service especially after-purchasing. We provide comfortable waiting room while consumer waiting his/her ninja being repaired in repairing shop. We also serve drink, TV, automotive magazines and books. We standardize repairing shop providing and maintaining comfort for all consumer. The best evidence we offer is the design of repair shop assemble resemble to repair stand in MotoGP. This will make consumer who love racing and motoGP feel and impressive.
Providing buying process more practical by effective and short administration for avoiding uncomfortability. Not just giving repairing service we also have a consultant to chat, advice and consult problems. We provide the stylist expert to lovely consumer. We also Provide credit card n debit not only for buying motorcycle but also each services. Concern in using Consumer Relationship management to create friendly situation.
We hire Beautiful and friendly point of sales not just good in appearance but also the product knowledge, updated motorcycle lifestyle, design etc. Clean and tidy uniform and adding technician and consultant each repair shop
Product Life Cycle
The recent position of Kawasaki 250 cc is at growth, compared to the whole market of motorcycle in Indonesia. Kawasaki 250 cc itself is targeted to be at the maturity position in July 2009, and will remain in about one year, in targeted unit sales of Kawasaki 250cc per month is 5000 units in whole Indonesia.
“KAWASAKI NINJA 250 R”
– Premium quality and high technology.Ninja 250 R was the latest Kawasaki product which came with their latest technology DOHC Paralel twin engine which contains 4-valve each that can give maximum torsion and more power to Ninja 250 R.
DOHC Twin Pararel
– Good Brand image in Indonesia.Kawasaki “NINJA” well known for need for “SPEED” rider as good power and speed bike for them since first “Ninja” launched.
Ninja 150 R Ninja 150 RR Ninja 250R
– Ninja 250 R with futuristic and sporty model make difference from other.
Environmental friendly bike.With DOHC 4-stroke engine,Ninja 250 R make difference from their ‘old brothers’ which are 2-stroke engine.this difference are the uniqueness from Ninja 250 R from their ‘old brothers’.Ninja 250 R muffler which successfully pass the gas emission and noise emission from USA standard.
– Ninja 250 R is the one and only bike for 250 cc in Indonesia.
– Limited mechanics trained for handling Ninja 250 R.because of their high technology. Kawasaki Indonesia didn’t prepared yet for their mechanics to handle their new product.
– Ninja 250 R’s spare parts is so expensive. their premium quality makes their spare parts become so expensive because of their material made from high quality material.
– Bike with 250 cc class twin pararel engine consume more fuels than other else.
– Once again. because of their premium quality and high technology bike.Ninja 250 R cost u much more money than any motorcycle in market.
– Every year by year the technology became so fast, from that reason kawasaki can provide the better service service to the their customer to satisfy them
– The market share of motor cycle type 250 cc is low market share therefore Kawasaki can grap more market share and can became a market leader in that market segmentation.
– For Kawasaki loyal customer or Kawasaki holic , they can choose any other type of motor cycle of Kawasaki that they want to have
– In Jakarta , there are a lot of traffic jam, as the result, they prefer buy new motorcycle to buy a new car. Someone who want to buy a new motor cycle can be Kawasaki motor cycle.
– There are a lot of sabotation in Indonesia, the competitor (who makes the sabotation) will copying our product with the same style buy sell in a low price. It can be our threats and decrease Kawasaki selling.
– Competitor will launch a new product to challenging to your product for example Yamaha will lauch the V-ixion to compete with Kawasaki product. It will make the customers think twice, what product they should buy.
– The risk of the rider of motor cycle is higher than the risk of the rider of car. Sometimes it will make our potential customer change their option to buy motorcycle.