Triumph Motorcycles: vrooming for increased market share in India. Issue 3 (24th June 2020)

• Record Type: Journal Article
• Authors: Attri, Rekha; Bairagi, Rahul
• Is Part Of: Case journal. Volume 16:Issue 3(2020)
• Page Start: 307
• Page End: 326
• Publication Date: 2020-06-24
• Subjects: Harley Davidson -- Triumph Motorcycle -- Benelli -- Ducati -- KTM -- Luxury brands -- Motorcycle -- Bike -- Two wheeler; Business -- Case studies -- Periodicals; Business -- Case studies -- Periodicals; Management -- Case studies -- Periodicals; Management -- Case studies -- Periodicals; Management -- Study and teaching -- Periodicals; Business; Management; Management -- Study and teaching; Case studies; 658.00722
• DOI: 10.1108/TCJ-12-2019-0122
• Languages: English
• ISSNs: 1544-9106

Abstract

Abstract : Purpose: The purpose of this study is to discuss the complexities and challenges involved in retailing luxury motorcycle brands in India. Research methodology: This study has been developed by carrying out in-depth interviews of company officials of Triumph Motorcycles. The researchers also reached out to various distributors of luxury motorcycles in Tiers I and II cities, and through the interview process, tried to understand the problems/issues faced while selling luxury motorcycles. Case overview/synopsis: There has been a marked increase in the branding and marketing of luxury products in the recent years. Although the two wheelers account for 80 per cent of the domestic demand, the luxury motorbike market in India is still in its introductory stages. This study discusses the challenges faced at Triumph Motorcycles and raises questions on what should be done to increase the market share of Triumph Motorcycles in India. Readers would get insights into the activities carried out to build customer connect and would be able to suggest marketing strategies and customer relationship programmes for luxury motorcycle brands. Complexity academic level: This study can be used for the core course on marketing management or for elective courses on customer relationship management, brand management or consumer behaviour course in MBA programme.