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Fiery Thrills or Windy Rides: Positioning a New Brand of Motorcycle in the Indian context (An Emerging Market)∗
S. Ramesh Kumar and M. Geetha
Concepts associated with the case: Perception, brand imagery and associations, brand positioning strategy.
Introduction
Rajesh who has just turned 50, saw the several brands of motorcycles parked at the theatre complex. They ranged from the rugged models that were about ten years old to the dazzling ones that could set the heart pounding among the yuppies. Rajesh wondered if all these motorcycles were being used fully for their functionality (as a means of personal transport) or if there were symbolic reasons for the purchase of these motorcycles. These thoughts brought back to him nostalgic memories ...
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