In the past time, Yamaha Motor Indonesia was introduced or segmented “MIO” automatic motorcycle for Indonesia women, but in addition the men and the women used “MIO” automatic motorcycle as favorite choice than the other product competitors, such as: Kymco and “MOCHIN” automatic motorcycles. Even “MIO” has to be phenomenal automatic motorcycle, because “MIO” could be most saleable in Indonesia market.
Now, Yamaha Motor Indonesia have three variants of automatic motorcycle, there are:
Product Name : MIO
Product Type : Automatic
Product Price : Rp. 11,110,000
Product Name : MIO SOUL
Product Type : Automatic
Product Price : Rp. 12,800,000
Mio Sporty
Product Name : MIO SPORTY
Product Type : Automatic
Product Price : Rp. 11,885,000
Each of Mio variant has several same and differences, the same side of Mio variants is at the specifications of engine, chassis, performance, suspension, and guarantee. And the difference sides of Mio variants are at the color, type of model, and price exactly, come from that differences is can create market segmentation. Below are the more details about Mio:
- "Mio" Type is the automatic motorcycle for general users, from the young men until the old men, and men or women. Or the people that have expectation to have the automatic motorcycle with affordable price, besides Mio have three color choices (e.g. black, red, blue). On requirement of Indonesia highway rules the people that have driving license “C”.
- "Mio Sporty" Type is the automatic motorcycle for the people that have sporty soul, the people who want to have Mio Sporty is the people want to show their personality owner, such as: nimble, sporty, and simple image. So Yamaha Motor Indonesia make Mio Sporty with have racing wheels and racing stripping and there are many color choices (e.g. black, white, silver, blue, red, silver).
- Mio Soul is the automatic motorcycle for the young men that have 16-25 age year olds, or the people that have free soul like the young men. Yamaha Motor Indonesia make Mio Soul as the choice for the people that want to show their “Free Soul” personality or image. To create this product image, Mio Soulhave many excess than other variants of Mio, Mio Soul have best model design, sporty wheels, sporty sticker, and there are five color choices.
The sales network of Yamaha Motor Indonesia have 120 sales network that spread over in several town from Sabang until Merauke, we can conlude that Yamaha Motor Indonesia have most big compartment in Indonesia than the competitors (e.g. Honda, Suzuki, etc).
In my opinion the targeted market is already suitable and need more market penetration extension until export market, Yamaha Motor Indonesia must innovate their products, especially Mio, Because automatic motorcycle is big potential market, and surely many competitors will try to mastered this market, but I think MIO is the most favorite and phenomenal choice for automatic markets, due the facts: Yamaha Motor Indonesia get many awards, one of their awards is ICSA (Indonesia Customer Satisfaction Award) from 2004 until 2006, and in every town of Indonesia has “Mio club” or “Mio community (e.g. Mio Automatic Club, Mio club Bandung, Club MIOne Sukoharjo, etc). This facts has been more enough that Mio is incredible phenomenal of automatic motorcycle in indonesia.
Based on this banner that is come from http://www.yamaha-motor.co.id/, which promote Yamaha Motor Indonesia have a “Free Your Soul” Event. I think this event is as media to more explore and penetrate the young men market, because due the “Free Your Soul” Event programs is special for the young men (e.g. MIO On Distro, Mio Modification, Free Styler, and etc), and then they make concert program that the band stars is the favorite band stars of the young men.We can look together from this view that Yamaha Motor Indonesia has been focused in the young men market with promoted their product, especially Yamaha Mio Soul. They create “Free Your Soul 2” Event as the media promotion. Yamaha Motor Indonesia has been recognized that Yamaha Mio Soul has big potential to excited automatic motorcycle users or other motorcycle users.
From the example of this advertisement, the target market of “Mio Soul” is the young men that have 16-25 age year olds or the people that have young men soul, and Yamaha Motor Indonesia create an image that “Yamaha Mio Soul is the automatic motorcycle that show the free soul of young men”.
