The study was conducted to estimate penetration of two wheelers in general and motorcycles specifically, in rural areas of U.P. The penetration was analysed in different categories like village population, income & occupation. A penetration trend was established for scooters, motorcycles and mopeds. The study helped to forecast potential demand for two wheelers. Preference for various brands and triggers for purchase were analysed and various barriers for not purchasing the two-wheeler were identified. Past purchases and intention to purchase were also analysed on various parameters.

The client was experiencing stagnant sales in certain markets. MDRA was approached to design and carry out a diagnostic study to bring out the underlying factors and suggest measures to improve sales.

Quantitative as well as qualitative modules were used to carry out the study. The study tried to find out loopholes in all the dimensions of the marketing i.e. Product, Promotion and Place. Since MDRA already had a lot of quality information on Product aspect, this study specifically measured Place (Distribution) and Promotion.

The study highlighted that brand did not significantly figure in the consideration set. The study also assessed the impact of competitor brand on the client’s brand. Inputs were provided on promotion and sales strategies of the competitors. The impact of certain schemes like the passport scheme was also studied in detail. The study was able to identify problem areas and provided inputs to formulate sales strategy in the region. It also provided inputs for designing promotional campaigns.

Motorcycle companies experience sudden increase in sales of motorcycles on particular days during the marriage season in U.P. This resulted in significant logistical problems and loss of sales to the company due to inability to service the demand on that particular day. The company wanted to understand all issues related to the marriage process to formulate a strategy for targeting the right customers through the right channel.

Looking at the complexities of the research issue, MDRA recommended an exploratory research design to carry out the study. In view of past experience in similar studies, MDRA identified and listed all the individuals and institutions involved in the marriage process. Focus Group Discussions and structured questionnaires were used as research instruments.

The study was a field operations challenge as MDRA research teams had to be deeply involved to understand customer psyche, their needs and requirements. MDRA team visited Pundits, Banquet Houses, Tent Houses, Ghodi wallas, friends of groom and wedding card printers to get marriage leads.

The study was able to provide valuable inputs to the client in terms of: -understanding the whole process of marriage, identifying key decision makers, identifying key influencers, gift baskets in the marriage, probable dates of motorcycle purchase, rationale behind choosing dates, brand choices, color etc. The study also provided inputs on sales promotional schemes to be run in the target season.