Vespa's Re-entry Strategies for the Indian Market

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Case Details:


Case Code : MKTG304 For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Shipping & Handling Charges extra


Case Length : 15 Pages
Period : 2012
Pub Date : 2013
Teaching Note : Available
Organization : Piaggio Vehicles Pvt Ltd
Industry : Indian scooter market, two wheeler market
Countries : India


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 (Vespa) 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.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies


The case will help the students:
The market for scooters in India.
The reasons for the re-entry of the Vespa into India.
The market re-entry strategies of the Vespa.
Whether the Vespa will be successful.


  Page No.
Introduction 1
About Piaggio and Vespa 2
Scooter Market in India 3
Vespa in India 4
Marketing Strategies 5
Pricing 7
Future Outlook 8
Exhibits 10


Piaggio, Vespa, Re-entry strategies, Social Media, Joint Venture, Fashion Trends, Targeting, Positioning, Brand Image, Brand Culture, Premium Pricing, Promotion, Brand Communication, Campaign, Celebrity Advertisement

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