The fastest growing segment in the 2-wheelers market, motorcycles witness a fair flurry of new introductions. And in this category, where stereotypes are strong, and bigger is better, the marketing challenge was to launch a mini-bike with a unique positioning. The product was an amalgamation of bike and moped, and was being pegged against low-end bikes like Hero Honda Dawn, Bajaj Boxer and Kinetic Boss.
The Research Objective
Explore plausible positioning platforms & identify the one most potent for generating creative for the launch of the mini-bike
As there was no time to go back again to the consumers with final concepts / ads, the research needed to provide definitive answers that would form the very basis for the launch positioning & creative.
The Research Methodology
Sequential Processing of Ideas in a Focus Group Discussions format, for positioning development