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Case
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Reference no. 513-017-1
Subject category: Marketing
Authors: R Muthukumar (IBS Center for Management Research); N Prakash (IBS Center for Management Research)
Published by: IBS Center for Management Research
Published in: 2013
Length: 17 pages
Data source: Published sources
Topics: Vespa; Piaggio; Re-entry strategies; Indian scooter market; Two wheeler; Brand culture; Advertising; Pricing; Premium; Niche; Aspirational product; Modern retail; Product management; Brand management; Joint venture
Share a link: https://casecent.re/p/113902
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Abstract

This case study deals with the strategies used for the re-entry of Vespa into the Indian market in 2012. The Piaggio Group introduced its popular brand of scooters in the Indian market during the 1950s through a tie-up with Bachraj Trading Company. However, PiaggioVespa had to withdraw Vespa from the market due to disputes with the Indian partner. The company re-entered the Indian market in the 1980s through a joint venture with Lohia Machinery Ltd (LML). In 1999, Piaggio ended the joint venture with LML. But it re-entered India in 2012 with a refined model of its Vespa. Nevertheless, scooters being a niche segment in the two-wheeler market in the India, it remained to be seen whether the Vespa would be successful.
Location:
India
Industry:
Automobiles
Size:
Large
Other setting(s):
2012
Teaching note
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Reference no. 513-017-8
Subject category: Marketing
Authors: R Muthukumar (IBS Center for Management Research); N Prakash (IBS Center for Management Research)
Published by: IBS Center for Management Research
Published in: 2013
Length: 8 pages
Data source: Published sources
View full details

About

Abstract

This case study deals with the strategies used for the re-entry of Vespa into the Indian market in 2012. The Piaggio Group introduced its popular brand of scooters in the Indian market during the 1950s through a tie-up with Bachraj Trading Company. However, PiaggioVespa had to withdraw Vespa from the market due to disputes with the Indian partner. The company re-entered the Indian market in the 1980s through a joint venture with Lohia Machinery Ltd (LML). In 1999, Piaggio ended the joint venture with LML. But it re-entered India in 2012 with a refined model of its Vespa. Nevertheless, scooters being a niche segment in the two-wheeler market in the India, it remained to be seen whether the Vespa would be successful.

Settings

Location:
India
Industry:
Automobiles
Size:
Large
Other setting(s):
2012

Related

Teaching note
-
Reference no. 513-017-8
Subject category: Marketing
Authors: R Muthukumar (IBS Center for Management Research); N Prakash (IBS Center for Management Research)
Published by: IBS Center for Management Research
Published in: 2013
Length: 8 pages
Data source: Published sources
View full details