This post is written by Arsalan Za, who is the Marketing Manager at SZABIST, Karachi.
We have read a lot about consumer products and communication networks on this blog, but now its time for something different.
When I was 13 years old I used to slip out of my house from the backdoor and steal my tutors motorcycle for a ride at times while he waited for me inside. Our car key used to work in the bikes ignition some how, which was funny but it helped me back then. Since I learnt how to ride a motorcycle quite early, I have been told a lot about one name in the motorcycle industry through various people, and that name is Kawasaki.
When you come to think about the motorcycle concept nowadays, there are many more along with the power houses such as Honda , Suzuki and Yamaha who dominated the market for decades. The Pakistani market has a lot of potential for this cheaper means of transportation especially the 70cc variant which we can now see wherever we go, since new “CHINA” brands have popped up such as Star, Superstar, Super Power, Super Asia , Habib and lately Dhoom! I am sure you have heard about atleast one of them if you are a regular radio (FM) listener.
All these motorcycles are ranged from 37 to 45 thousand rupees and are popular because of the affordability factor in terms of the overall price, fuel economy and maintainence.
Now Kawasaki is coming back and it will be competing in a pool of many competitors as compared to the Honda and Suzuki when it started operations in 1988. Kawasaki was no ordinary brand, even though it seized operations years ago. It has many loyal customers till date who love this bike, which sounds loud and is fast, even though its not economical in terms of fuel consumption and requires more maintenance because of its 2 stoke engine. Despite all of this, it is still considered very valuable for many.
When this ad was posted on Pakwheels.com a month ago, it created a spark among people and almost 11,000 people have visited the forum and commented and are waiting anxiously for the brand to re-launch.
In my opinion, it is not going to be easy for Kawasaki as the marketing strategy will have to be remarkable and many consumers are content that they will not be disappointed. Even though I don’t own a bike, but as a marketer I cant wait to see this brand back on the roads of Pakistan. Our motorcycle industry is way behind if we compare ourselves to India. They are making stylish motorcycles at lower prices now and I expect Kawasaki to change the looks of our bikes from the traditional look which has never left us since 1970.