New Delhi, November 6, 2012: In a new marketing strategy to give a fillip to its ‘By women for women’ tagline for promoting its newly launched 113cc Ray scooter, India Yamaha Motor Ltd (IYML) has embarked on an initiative to reach out to a larger crop of urban women customers during the festive season to tap maximum prospective buyers out on a shopping spree. Who better to drive this sales campaign than six young women who will travel on Ray scooters through schools, colleges, malls and shopping complexes over a nine-day period?

The campaign was flagged off on November 1 from the IYML office and reiterates the Ray’s message of ‘Life is an adventure’. The cavalcade of six scooters will travel through various locations in New Delhi. Starting off from a dealership at one point in the city, it will travel through the city and culminate at another dealership at the end of the day. En route, the cavalcade will cross and halt at key junctions like markets, colleges and schools to drive awareness about the Ray.

Roy Kurian, National Business Head, India Yamaha Motor says, “We launched the Ray in India due to the huge demand that this segment is witnessing in the country, with college students and young working women showing increased affinity to purchasing lightweight and highly efficient scooters. The new Ray has been designed and engineered to answer the needs of this growing class of young female customers who want a scooter that is stylish, compact, easy to use and has a fresh new appeal.”

After the launch of the Ray on September 14, IYML has undertaken various activities to attract its target customers and influence sales. The company has expanded its dealer network and improved customer care quality for female customers by appointing more female staff at customer contact points and introducing a female customer care programme. It has also developed a riding training programme called Yamaha Female Riding Training programme which is to be implemented soon.

SHOBHA MATHUR