Product details

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Case
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Reference no. 319-0071-1
Published by: Amity Research Centers
Published in: 2019

Abstract

In November 2018, Classic Legends Private Limited (CLPL), a joint-venture partnership firm between Anand Mahindra, Mahindra Group Chairman, Boman Irani, CMD at Rustomjee Group and Anupam Thareja, Founder of Phi Capital Management, unveiled three models of Jawa - Jawa, Jawa 42 and Jawa Perak. CLPL targeted young bike riders in the age group of 24 to 30 years (Millennials) to build a premium clientele and planned to ride on the legacy of more than 100 year old brand. The company also emphasising on building the brand via customer experience using legacy, the product, the service and sales promotion. However, several domestic and foreign players in the premium segment of the Indian motorcycle market were well entrenched, with Royal Enfield as the market leader. As a late entrant, would CLPL's strategy to retool its legacy for millennial bikers pay off and resurrect the brand of yesteryears.

Teaching and learning

This item is suitable for undergraduate and postgraduate courses.

Time period

The events covered by this case took place in 2019.

Geographical setting

Region:
Asia
Country:
India

About

Abstract

In November 2018, Classic Legends Private Limited (CLPL), a joint-venture partnership firm between Anand Mahindra, Mahindra Group Chairman, Boman Irani, CMD at Rustomjee Group and Anupam Thareja, Founder of Phi Capital Management, unveiled three models of Jawa - Jawa, Jawa 42 and Jawa Perak. CLPL targeted young bike riders in the age group of 24 to 30 years (Millennials) to build a premium clientele and planned to ride on the legacy of more than 100 year old brand. The company also emphasising on building the brand via customer experience using legacy, the product, the service and sales promotion. However, several domestic and foreign players in the premium segment of the Indian motorcycle market were well entrenched, with Royal Enfield as the market leader. As a late entrant, would CLPL's strategy to retool its legacy for millennial bikers pay off and resurrect the brand of yesteryears.

Teaching and learning

This item is suitable for undergraduate and postgraduate courses.

Settings

Time period

The events covered by this case took place in 2019.

Geographical setting

Region:
Asia
Country:
India

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