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News

NEW DELHI: Scooters now account for one third of sales of two-wheeled vehicles in India, and half in the big metros, thanks to a combination of technical developments, changing buyer demographics and improved infrastructure.

Case Study

This case study shows how Bajaj Motorcycles, a motorcycle brand, honored one of India's iconic warships and reconnected with its target audience with an integrated short-term campaign.

Case Study

This case study shows how Castrol, a motor lubricant brand, tapped into a niche consumer segment by creating its own community-based app in India.

Case Study

This case study shows how Castrol, a motor lubricant brand, successfully reached younger Indians by leveraging a sponsorship and creating a platform that spoke to their interests.

News

ORLANDO, FL: Brands must not neglect the "growth market" of older consumers to focus solely on youthful audiences, a leading executive from Harley-Davidson has warned.

Article

This event report shows how Harley-Davidson, the motorcycle manufacturer, drove growth among both older and younger consumers at the same time.

Case Study

This case study demonstrates how Vattenfall, a Swedish energy company, positioned itself as a smart energy enabler to grow awareness.

Case Study

This case study demonstrates how Honda, the automotive maker, sold out its stock of its new side-by-side bike in New Zealand by targeting farmers.

Case Study

This case study explains how BMW increased the market share of its Motorrad motorbike model in the US by using a more efficient allocation of media spend.

Case Study

This case study explains how Honda, the automotive company, used Oculus Rift virtual reality technology to launch - and sell out - its futurist NM4 Vultus motorbike in the UK.

Case Study

This case study explains how BMW, the auto-manufacturer, engaged influencers when leaked details of its new GS motorbike model caused controversy around the world.

Case Study

This case study describes how Piaggio, the motor-scooter manufacturer, used Facebook to help launch its Vespa scooter in India.

Article

This event report discusses how Diageo and Suzuki are developing their advertising strategies in Australia, with a particular focus on television.

Case Study

This case study describes a campaign by Piaggio, the scooter manufacturer, to launch its Vespa brand in India, by targeting 25-35 year old men.

Case Study

This case study describes how MotoCorp repositioned Splendor, the motorcycle brand, in the Indian market.

Research Paper

The aim of this exploratory research is to compare a well-known scale, the Aaker brand personality scale, with an empirical scale based on individuals’ relevant attributes, in order to analyse why they can lead to similar brand positioning maps.

Case Study

Hero Motocorp, an Indian motorbike firm, decided to go independent, breaking a long-term association with Honda.

Case Study

Despite being the undisputed leader in the motorcycle category in India, Hero was a late entrant into the scooter market.

Case Study

Indian heritage motorcycle brand Splendor was considered by the young Indian male to be a ‘middle-aged family man’s bike’, thereby losing any connection with India’s youth.

Article

In 2011, Hero Honda underwent a demerger to separate the previous venture between Japan's Honda Motors and India's Hero Group.

Case Study

The German launch campaign of BMW's first superbike, S 1000 RR, broadened the company's image: adding boldness to comfort.

Article

This paper provides an overview of the motorcycles, bicycles and parts industry in the United States.

Case Study

Hero Honda, a youth-centric motorbike brand, wanted to connect to the Indian Youth. To this end, the brand decided to revive hockey as a sponsor of a major hockey event.

Case Study

This is a story of how an Indian scooter company with an indigenous motorbike and an indigenous proposition took on the global giants.

Case Study

Diesel SPA launched Mowie motorcycle helmets in September 2009. An international campaign was devised to portray the helmets as fashionable as well as functional.