Brand : Vespa
Company : Piaggio
Brand Analysis Count : # 512
Although Vespa had a unlike icon compared to its competition Bajaj, the build was never considered to last lifestyle oriented. Consumers considered it every bit a fashionable scooter in addition to the icon ended alongside that.
Company : Piaggio
Brand Analysis Count : # 512
Vespa is dorsum inward a novel avatar or rather inward its Original avatar. The build which died inward 2006 is being resurrected past times its master copy owners is laid upwardly to alter the means Indian consumers mean value nearly scooters. Vespa initially came to Republic of Republic of India inward 1960 alongside partner Bajaj and afterward through LML. The build had a tough ride inward the Indian marketplace alongside some few successes similar LML Vespa Select. But the build failed to convey inward volumes which eventually led the demise of this fashionable brand.
Although Vespa had a unlike icon compared to its competition Bajaj, the build was never considered to last lifestyle oriented. Consumers considered it every bit a fashionable scooter in addition to the icon ended alongside that. This 2012, Vespa has come upwardly dorsum to Indian marketplace alongside its master copy persona of an Italian Scooter. The launch is pregnant because of the iconic condition that Vespa enjoys elsewhere inward the world. It is too interesting to run into how Indian consumer volition welcome the minute return of the brand.
The primary argue behind the relaunch of Vespa is the increasing involvement shown past times consumers towards the scooter segment. According to Economic Times, Indian scooter marketplace is some 2.5 1000000 units growing at CAGR of 20%. Lot of novel launches are happening inward this marketplace in addition to consumers seems to prefer the utility of this product.
What is interesting inward Vespa is the brand's positioning every bit a fashion statement. For the kickoff fourth dimension inward this segment, a build is exploring the possibility of creating a novel marketplace - lifestyle scooter. The target segment is youth who wants to last different, build a manner statement. Essentially a psychographic segmentation. The build is straight off focusing on impress campaigns which makes feel .
The build has the tagline " Fashion Unchanged" in addition to is drawing mightiness from its legacy dating dorsum to 1945. The build uses funky colors in addition to evokes every bit feel of youthfulness that fits a fashion brand.
The build has done it correct inward terms of the production design. The scooters looks cute in addition to fashionable in addition to the advertisements looks chic. Although the production reviews are average, Vespa is expecting to sell for its looks in addition to to a greater extent than importantly its build image. The build owners are repeatedly telling that Vespa is non for power-hungry every bit an excuse for the misfortunate engine specifications. But promise they don't forget that consumers should become a decent bargain when the brands commands a premium. Poor specs cannot last masked through colorful advertisements in addition to lifestyle positioning.
The challenge for the build is to present value. The build is expensive in addition to the specifications is nil particular in addition to then getting Indian youth to opened upwardly up their wallet for the sake of looking fashionable seems to last a tough task.
The silverish lining is that this is the era of pattern in addition to experience. Lot depends on the brand's mightiness to convey fashion contestation through the product.
The steep cost volition forcefulness customers to compare value alongside the workhorses similar Activa, although Activa is non a manner statement. There is a adventure that the build volition rest aspirational restricted to a few. The build could accept done wonders if it was priced at an affordable hit in addition to become to a greater extent than on the route - some matter similar an affordable fashion statement. But Italian arrogance is visible inward the pricing. The build alongside the styling in addition to premiumness tin build Indian consumers drool or volition they ?
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