FAILED PRODUCT: KINETIC BLAZE

Submitted to: Dr. Meghna Rishi

Prepared by group 10: Akhil Batra (Roll no. 1) Akshika Kochhar (Roll no. 20) Karan Gulati (Roll no. 22) Vipin Negi (Roll no. 32) Tanmay Agarwal (Roll no. 53)

CONTENT

INTRODUCTION

Kinetic Engineering also known as Kinetic Motors Ltd , founded in the year 1972 by Mr. HK Firodia, known as the doyen of the Indian Automobile Industry.It was credited with bringing in India the concept of personalized transport. It was a part of the Firodia Group of companies, one of the pioneering groups in automobiles sector in India, In 1972 Kinetic launched the Luna moped which had become an iconic brand in India . In 1984, the company entered into a Joint Venture with Honda Motors of Japan, to produce advanced scooters in India. Both the companies introduced in collaboration a gearless scooter with advanced features like TLAD suspension, auto choke and auto fuel cork. In 1998, Kinetic bought the controlling stakes from Honda becoming the first Indian JV partner to buy out the foreign majority shareholder and the company continued to sell scooters under the brand name Kinetic and start producing vehicle itself.

In 2005, The company acquired Italiano series of scooters from Italjet Moto. The acquisition involved all global distribution rights as well as relocation of total production lines to India. In 2008, it stopped selling two-wheelers after entering into a joint venture with Mahindra Automobiles, where Mahindra held the major(80%) stakes and purchased the company for Rs110 crore Kinetic had a strong dealership network of more than 400 dealers and authorized service centers across the country. It was a leading exporter of vehicles across the globe with thousands of vehicles exported to the United States, Canada, Latin America, Europe, Africa, the Middle East, South Asia, and Australia. It had bagged the Exports Excellence award for nine consecutive years. Kinetic produces a complete two-wheeler portfolio which ranges from mopeds, scooters and bikes. Kinetic scooters were known for their stylish looks, on the other hand kinetic bikes were excellent in performance and had amazing suspensions.

About Kinetic Blaze Kinetic Blaze was launched in India in 2006, Blaze was the 1st product from the much publicised seven vehicle Italiano series. These designs were bought from the world famous Italjet Moto and was done personally by Leopoldo Tartarini, the head of Italjet Moto. It was Indias first powerful automatic scooter with a 165cc, 4-valve engine that outputs nearly 12 BHP power. The scooter was huge with the size of Pulsar and had a wheel base of a Bullet and weighed about 135 kg. Blaze offered several features such as front telescopic socks for extra stability (first time in India), 12 tyres (first time in India), Protective front shield (visor), comprehensive instrumentation, split seat with large under seat storage space and twin lamps each of 35 / 35 W in a single housing. It showed off its Italian design legacy in its attention-grabbing styling and majestic road presence.

MARKET ANALYSIS OF KINETIC TARGET CUSTOMERS:

Kinetic being non-gear vehicle especially targeted the following kinds of customers women's especially girls and working ladies . old aged persons handicapped person or person suffering from injury customers who had difficulty in driving geared vehicle.

SWOT ANALYSIS OF KINETIC STRENGTHS

Different indicators and fuel meter , durable and light weight. Good luggage carrying capacity.

more comfortable and easy to ride. first self start ignition system introduced in two wheelers

WEAKNESS
Low Mileage Poor after Sales & Service High Cost of Spare Parts

OPPORTUNITIES
Kinetic,being the first non-gear self start motor scooter in India could have done a better such if it followed criteria's: Upgradation in technology used, designing and price of the vehicle. Increase in advertisement and marketing of vehicle. Increase in color variants of vehicle as it can attract teenagers and style conscious customers. Relaunch of vehicle with more powerful engine, fuel efficiency and updated accessories .

THREATS
Major threat to the product was from other substitute which were available in market with more advance features like colours,powerful engines, fuel efficiency, advance and accessories. Company also faced threat from new entrants in the market who were more customer oriented rather then product oriented. The new entrants already knew the drawback of kinetic vehicles and they come up with more advance features that too at much lower prices and offers .E.g.Honda Activa, Tvs Scooty Pep Honda deo etc