Course: MBA

Subject: Sales
Management
Assignment: Launching Of Dhoom YD 70
Submitted By: Farhan Abid
Submitted To: Sir Naeem Ch.

Contents

1. Brand History
2. Yamaha in Pakistan
3. Future Plans In Pakistan
4. Dawood Yamaha Limited (DYL) Pakistan
5. Dhoom YD 70 Motorcycle
6. Target Market
7. Vehicle Population in Pakistan
8. Market Share of Motorcycle
9. Comparison Chart
Yamaha Motorcycles
The Japanese company was well known for its musical instruments, but
in 1955 it began producing motorcycles. It began with simple and
inexpensive machines but has grown to its position as a power sports
powerhouse, offering some of the best sport bikes, cruisers and off-
road bikes on the market. It ranks second only to Honda as the
leader among Japanese manufacturers.

Yamaha in Pakistan

In 1976, under the umbrella of the Dawood Group of Companies,

Dawood Yamaha Limited (DYL) was formed in a joint venture with
Yamaha Motor Company (YMC), Japan. Since its launch Dawood Yamaha
Limited (DYL) has built extensive world-class facilities for manufacturing
and marketing the Yamaha brand of motorcycle in Pakistan. Since its
founding, Dawood Yamaha Limited’s (DYL) reputation as a manufacturer
of quality motorcycles has remained unquestioned.

Future Plans
The Yamaha investment would amount to $150 million, and the new
manufacturing plant would be built in Karachi. The aim is to assemble
22,000 motorcycles at the plant by 2012, and eventually start building
engines there come 2017. Yamaha would also use Pakistan as a base for its
Asian and African exports.
DYL Motorcycles Ltd; is engaged in the manufacturing and
assembling of YAMAHA brand Motorcycles in Pakistan. DYL brands are
the undisputed leader in 100 cc category in Pakistan Motorcycle Industry.
Our Manufacturing facility is situated at Hub Chowki, whereas our state of
art assembling plant is located in Uthal Industrial Area, Distt: Lasbella,
Baluchistan.

“Mission Statement of the Company”

To become a leading motorcycle manufacturer in the country through
providing quality products and after sales services for highest Customer
Satisfaction.

Corporate Objectives:
• To provide products to meet the needs of Market.
• To meet the customer’s expectations for our products with proper
services and parts facility.
• To produce products this meets the international standards of
YAMAHA.
• To provide meaningful returns to our share holders.
• To be good corporate citizens of Pakistan.

Aspects Of Brand’s Strength:

• Technology Transfer and Absorption
• Vendor Development
• Jobs Creation
• Dealers Network and After Sales Service
• Service Training Centers and Other Training
• Total Customer Satisfaction
• Corporate Social Responsibility
Products:
• Yamaha - YD 100 Yamaha-4
• Yamaha - YD 100 Junoon
• Yamaha - YB 100 Royale
• Yamaha - YD 70 Dhoom

DYL Launches DHOOM YD 70 Motorcycle

DYL Motorcycles after taking leadership role and pioneering responsibility

in the 100 CC motorcycles launched 70CC 4-stroke world class DHOOM
YD 70 Motorcycle in Pakistan's market.
YD-70 has been designed after carrying out intensive customer and market
surveys and is being launched this year all over Pakistan. The biggest
challenge for DYL was to acquire the 70cc technology and DYL followed
the same set high benchmarks in quality and durability in the production of
DHOOM YD-70.
Product Features
 DYL YD-70 Dhoom is the economical and fuel efficient bike. Its 4-
stroke engine provides both power and fuel efficient urban running.

 Has one of the greatest pick, just like a 100 cc, amazing fuel
consumption, and one of the smoothest motorcycle ever driven.

 price of the bike is 42,000, which comparatively, is the cheapest of all

70, Japeness-chinese bike.

 DYL known for its reliability, and its name, wouldn’t ever launch a
motorcycle, which us, the youth wouldn’t like

Target Market

The main target market for Dhoom YD 70, is the

person, who wants to enjoy the life ride at affordable cost, but never
comprises on performance or quality.

Vehicle Population in Pakistan

The existing population of automotive vehicles in Pakistan is 3.9
million. The annual demand is estimated at 300,000.
 Market Share of Motorcycle

Honda 65.7%
Rustam & Sohrab 2.9%

Chinese brand 3.7%

Yamaha 19.3%
Suzuki 6.2%
Hero 2.2%

Comparison Chart

Price Rs.42, 000 Rs.63, 000

Displacement 72cc 72cc
Compression 8.8:1 8.8:1
Sparkplug NGK-C7HSA NGK-C7HSA
Battery 12V-2.5 AH 12V-2.5 AH
Dry Weight 82 Kg 82 Kg
Mileage 62/L 55/L