TREND

future studies
MANOJ KOTHARI
STRATEGY FOR PASSANGER CARRIER- APE PIAGGIO
MEGA
TREND
A Megatrend is a large, social, economic, political, en-
vironmental and technological .Once in place, megatrends infuence a
wide range of activities, processes and perceptions,in society, possibly for
decades. Tey are the underlying forces that drive trends.
Tese trends give people an insight of what lies ahead in the
future.
TREND FORECAST | 2012- SDM
WHAT IS TREND ?
Trends give people an insight of what lies ahead in
the future.
A general direction in which something is developing
or changing.
Direction
TREND FORECAST | 2012- SDM
Shif
Connection
Drif
CATEGORIES OF MEGATRENDS :
POLICY
RBI CREDIT
FOREIN DIRECT IN-
VESTMENT
NATIONAL FOOD
SECURITY BILL
VISA ON ARRIVAL
NOTA
CRIMINAL FREE
POLITICS
AAM AADMI POLICY
AADHAR CARD
NATIONAL POLICY
FOR CHILDREN
MOVI ES
OH MY GOD
DABAANG
VICKY DONAR
FERRAI KI SWAARI
LIFE OF PI
PAAN SINGH
THOMAR
BHAAG MILKHA
BHAAG
GANG OF WASSEY-
PUR
CHHOTA BHEEM
BARFI
BRAND
SAMSUNG GALAXY
FLIPKART
GOOGLE
VESPA
REEBOK CROSSFIT
MAHINDRA AND
MAHINDRA
SATYAMEV JAYETE
MICROMAX
NATIONAL
EVENT
SACHIN RETIRE-
MENT
FDI ENTRY
MARS MISSION
IPL SPOT FIXING
KASAB HANGED
DELHI GANG RAPE
PRODUCT
SPACE METAL 3D
PRINTER
IOS -7
LEAP MOTION
EYE -TRIBE
SUPERCOMPUTER
PHILIPS ELITE
BAXTER -BLUE COL-
LAR ROBOT
VODAFONE
TANISHQ
IDEA
TREND FORECAST | 2012- SDM
CATEGORIES OF MEGATRENDS :
START UP
NANOBI ANA-
LYSTICS
FLYXT
SAPIENCE ANALYT-
ICS
KEYPOINT TECH-
NOLOGIES
WAYBO TECHNOLO-
GIES
VOICE OF BIG DATA
EXPERIENCE
ECO TOURISM
WEEKEND FESTI-
VALS
UNCONVENTIONAL
DINING
ADVENTURES TRIP
REJUVENATING
THERAPIES
DESTINATION WED-
DING
AUGMENTD REAL-
ITY
TEC- CHANGE
PAPER THINSCREEN
GOOGLE DRIVER-
LESS CAR

AD CAMPAIGN
COCA COLA
FLIPKART
INDIAN PREMIER
LEAGUE
IDEA
TANSHIQ
VODAFONE
MEDIA SOCIAL
WHATS UP
FACEBOOK
GOOGLE +
MAKE MY TRIP
TWITTER
LINKED IN
BOOK MY SHOW
ZOMATO
INSTAGRAM
TREND FORECAST | 2012- SDM
EMERGING
TREND
SUPRISE | SURREAL
Destination wedding (making it ever-
lasting Timeless
Unconventional dining ( Twist in the
table )
Google driverless car( Safety and con-
venience)
Adventure trip ( Breaking through from
monotony )
Augmented reality ( mixing the world )
Personal 3d printer ( real life product )


BACK TO ROOT
Eco tourism ( Back To Root)
LIFE OF PI ( Hope ,Optimism, Postivst)
Paan singh tomer ( Real life story )
Bhaag milkha bhaag ( real life heroes,
hard work)
Gangs of wasseypur ( Rowdy, village )
Sensory explosion ( overall experience )
Chhota bheem (urban- rural) connec-
tion)
TREND FORECAST | 2012- SDM
EMERGING
TREND

ACCOUNTABILITY |
TRANSPARENCY
AAdhar card (unique identy card)
Aam aadmi party(patriotism,trigger
action)
Satyamev jayate ( ground reality check)
NOTA ( none of the above )
criminal free politics (cannot contest in
election)
True caller (social media intersection)
Obama care ( nation perception abt the
govt

GEN -W
Kalki koechin ( change in mindset )
Dove ( real woman, real beauty )
Fast track court ( crime against wow-
men)
Idea ( women safety)
Tanishq ( changing time , modern time )
Delhi ganga rape ( awakening , need for
revolution)
Havells fan ( changing time )

TREND FORECAST | 2012- SDM
EMERGING
TREND
BRAND POWER
NARENDRA MODI (Dynamism,
growth)
NAMO( Hope )
ON THE GO ACCESS
Personal cloud (Personal data space)
Connected life ( Seamless fow between
online and ofine)
Unhiphore ( cloud based voice applica-
tion)
Exotel ( cloud telephony service)
Food take away
TREND FORECAST | 2012- SDM
EMERGING
TREND
PERSONALIZATION
Predictive personalization( data
generation and data analysis
Vodafone ( Alag log, Alag za-
rooratein)
DNA squencing ( before birth syn-
drome test )

PLAY
weekend festival (taking time out
for passion)
Blesure trip( business + lesuire )
Play enagement (play as acompeti-
tive advantage )
Apps ( educate the user )
Project fona ( frst ever gaming
tablet)
Educ.channel ( eg. tata sky)
Rebook crossft (going back to
root)
TREND FORECAST | 2012- SDM
SURREAL- SURPRISE
Experience the unimaginable
spellbound, fantasy, ecstasy
TREND FORECAST | 2012- SDM
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BRAND
CONSUMER
BUSINESS
TECHNO
UNDERSTANDING
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BRAND
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Te Piaggio Ape, is a three-wheeled light commercial vehicle frst produced
in 1948 by Piaggio. At the end of World War II, most Italians, badly afected
by the war, lacked means of transport, and more importantly, the fnancial
means to acquire and maintain full-sized four-wheeled vehicle
So, the objective was to create a simple, robust and afordable vehicle. Te
vehicle had to be easy to drive for both men and women and be able to carry
a passenger
It is highly versatile in nature in respect to the small and narrow size mak-
ing it to be adaptable to the narrow roads ofen found in Indian cities and
also easy to transport through rough unconventional terrain
It is cheap to buy with low maintenance costs. Importantly, it was also easy
to drive and maneuver in the most intense urban trafc. Its low running
costs makes it an economic vehicle
TREND FORECAST | 2012- SDM
Earlier this year, Piaggio launched Ape city which is in-
tended on targeting the passenger auto rickshaw market
that was reined by Bajaj earlier
A market that no one has competed in before; it is a
three-wheeler passenger vehicle powered by alternate
fuel which was created due to increasing customer need.
Te new Ape City range comes powered by fuels like
LPG and CNG, along with other petrol variants.Te
engine has been developed specifcally for India which
Piaggio ofer to deliver good mileage with low emis-
sions.
CUREENT
SCENARIO
TREND FORECAST | 2012- SDM
Te most prominent advantage of
the bajaj auto Mega Max is the seat to
cabin roof distance (1000mm) there
by providing more head room, this
feature caters to the over packing be-
havior found in cities where transit
customers wish to be charged less by
sharing with other commuters.
COMPETITOR
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COSUMER
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Demography : profle
Name : Mahesh bhai
Age : 45 yr
Occupation: Auto driver
Education: 10th pass
Place : Rented house Ahmedabad
Family: 3 children(1 working and 2 in school), wife
Earning : Rs. 250- 400 on an average
AUTO -DRIVER
TREND FORECAST | 2012- SDM
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Was here to repair his auto and was happy that bajaj service centres can be found every-
where.
Bajaj allows selling 3rd party vendors to sell spares, so easy and cheap availability. He says
ekdum maruti jaisa hai
Owns a second hand auto-rickshaw which he bought for 30,000.
T.V.S is a good option but the service and spares are only available in the franchisee ser-
vice centres. Piaggio toh Hazaar mein 1 dikhta hai
Only carries 3-4 passengers in his auto but believes it can carry more too.
Leaves home 7 in the morning and usually return around 9-9.30. Watches TV, sit with
friends and sleep by 12.
Wants to earn money to marry of his daughter and then plans to go back to village.
Does not wants to buy a new auto in near future.
WANTS HIS CHILDREN TO JOIN A GOVERNMENT SERVICE AS HE THINKS Auto
mein bohot bhaga daudi hai.
He talked about how he once came back from ahmedabad to gandhinagar to return a cus-
tomers phone and only charged the fare.
INSIGHT
COSUMER-2
Name : Rashid
Age : 35 yr
Education: 12th pass
Place : Gandhinagar
Occupation: auto garge owners
Family: 2 children ,wife and parents
Education : Govt school
Earning : Appox 10-15 k and seasonal
Owns maruti Omni , Bajaj auto and scooter
Auto Garge Owners
Uses auto as a material carrier from godown/house to garage and vice versa. Uses
Omni as a family car and scooter for daily commute.
Owns a medium priced Samsung touch screen phone.
According to Rashid, Piaggio is a nice product with zero maintenance. Te wheel
base and shock ups are best in the class but it is more suitable as goods carrier. Tis is
proved by the fact that Piaggio is widely used in industrial areas of himmatnagar and
rajkot.
For rashid, TVS is also a nice product TVS bhi badiya aur majboot gaadi hai, Bajaj
toh isiliye chalta hai kyuki uski service aur parts badiya aur asaani se milta hai.
A.C or Fan is required in autos and spares should be available easily.
Distinct Info:
- Piaggio is a nice product but engine at the back is not acceptable to many drivers
in and around gandhinagar.
- Piaggio lost in the market because it could not meet the demand with adequate
supply and also lost due to the lack of CNG option.
- autos needs service every month and piaggio services were expensive.
INSIGHT
BUSINESS
TREND FORECAST | 2012- SDM
Piaggio Group operates globally in
two markets in the light mobility
vehicle industry:
Two-wheeled vehicles (consisting of
scooters and motorcycles)
commercial vehicles (both three- and
four-wheeled light commercial vehicles).
TREND FORECAST | 2012- SDM
CONTEXT
City three - wheeler market
Te city three - wheeler market, whose fortunes are dictated by the state govern-
ments based on the number of permit issued is around 150 ,ooo a year.
Te city three -wheeler segment has grown by nine percentage to 370,868 unit
during the period april- jan2012 in comparison with 340,032 vechicles sold in the
year ago period
Te italian auto major is aiming at grabbing 15-20 percent market share in this
segment by the end of this calendar year.
75 MINUTE EXPRESS SERVICE
SERVICE
TREND FORECAST | 2012- SDM
Maheshwari(Bajaj) sais the RE60 will not cut into the company three
wheelersales.According to him,with metro train systems being built in several
cities, passengers will still need transport between home and the
station,giving ample room for both( three -wheelers and quadricycles) to co -exist.
Tis will also be helped by the low penetaration of three wheelers,which
account for 3% of motorised transport space,he said
3W-FUTURE PLANS
TREND FORECAST | 2012- SDM
TECHNOL-
OGY
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New Regulations
Inclusion of Quadricycle in the CMVR
Safety features over and above 3 wheeler auto
rickshaws
Safety norms no overloading
Fitness certifcate from RTO
Taxi - 20 years, Auto 16 years
Future trends should be aligned with interna-
tional regulations
Standards should be bought for drivers and pas-
sengers seat
TREND FORECAST | 2012- SDM
Technology - Now and Next
DTSi Digital Twin Spark Technology is a
Bajaj Auto trademark
Tis technology was introduced recently in
three wheeler segment
Bajaj introduced an advanced DTSi tech-
nology to compete with TVS
Piaggio introduced 395CC LPG/CNG to
compete against Bajaj 200CC segment
New Business Model
Foreigners get behind the wheel. Pur-
chase autos for personal usage during
their stay. Competitions and rallies
made around this. Sold of upon depar-
ture
Autos to sell Uninor recharge coupons
Register to track auto drivers at night
Meters that print fare
Indiegogo project to fund converting
400 autos in Ahmednagar to electric.
Short term Medium term
PRODUCT
BUSINESS
BRAND
STRATEGY- APE PIAGGIO
TREND FORECAST | 2012- SDM
For more luggage space - good carrier
Auto as abranding and retail
space
Inclusion of aspiration of a car
-convertible
- Better control
- Twin seat
Heat resistant seat material
Gamifcation of waiting time
B2b selling toriusm + industrial
On call auto services
- personalisation
- accountability
- Acess on the go
Auto sports events -magic/suprise
-play
For comfortable
- suspension
- system
Foldable furnoture +stall
service payback
-Inclusion of local mechanics
Not just driver complete family inclusion
Buy music on the go
Tank you