Go-to-market strategy for JAWA motorcycles in India

Abstract

After the acquisition of JAWA Brand by Mahindra, JAWA is set to re-launch in India with JAWA 350 OHC by 2019. With classic bike segment growing exponentially and competitor like RE witnessing more than 50% CAGR, the industry seems attractive to enter by Mahindra with JAWA brand of classic/retro bikes. The Target Group of the product is identified as young and middle aged bikers (25-55 years) who are working executives and businessmen and are living in Tier 1 & Tier 2 cities. Primary research via surveys and indepth interviews with aspirants and JAWA owners suggests that the product offering of JAWA in 4 stroke i.e. JAWA 350 OHC is although backed with good engine and features, lacks on styling front. Hence, it is recommended for JAWA to launch JAWA 353 model lineup in India with same engine and hardware specification.