Triumph Motorcycles: vrooming for increased market share in India

Abstract

Purpose The purpose of this study is to discuss the complexities and challenges involved in retailing luxury motorcycle brands in India. Research methodology This study has been developed by carrying out in-depth interviews of company officials of Triumph Motorcycles. The researchers also reached out to various distributors of luxury motorcycles in Tiers I and II cities, and through the interview process, tried to understand the problems/issues faced while selling luxury motorcycles. Case overview/synopsis There has been a marked increase in the branding and marketing of luxury products in the recent years. Although the two wheelers account for 80 per cent of the domestic demand, the luxury motorbike market in India is still in its introductory stages. This study discusses the challenges faced at Triumph Motorcycles and raises questions on what should be done to increase the market share of Triumph Motorcycles in India. Readers would get insights into the activities carried out to build customer connect and would be able to suggest marketing strategies and customer relationship programmes for luxury motorcycle brands. Complexity academic level This study can be used for the core course on marketing management or for elective courses on customer relationship management, brand management or consumer behaviour course in MBA programme.