Yamaha Indonesia (B): Nouvo and Mio Market Position

By Hooi Den Huan & Nigel Goodwin

Abstract

This case follows Yamaha Indonesia (A): Positioning and Launching Automatic Motorcycles in Indonesia. Yamaha Indonesia (A) examines the lessons learned from the unsuccessful launch of the Nouvo automatic motorcycle in Indonesia in 2002 and challenges students to reposition Nouvo in 2003. It also challenges students to develop a better campaign for a second automatic motorcycle, Mio, which was to be launched in 2004.

Yamaha Indonesia (B) continues the story by describing the Nouvo and Mio efforts and examining the company's subsequent position in the automatic motorcycle category. By December 2005, Yamaha controlled roughly 95 per cent of the category; however, the category constituted only a small fraction of the total motorcycle market. In addition, Yamaha's rivals planned to introduce competing automatic products in 2006. The case examines the twofold challenge of expanding the automatic category while defending Yamaha's share. It examines a range of issues in marketing, advertising, promotion, brand management, channel management and new market development, with emphasis on product positioning and competitive strategy.

Issues: Comparing successful and unsuccessful consumer product launch campaigns. Brand management of two similar consumer products with different target markets. Preparing to defend against imminent competitive threats.

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