Final report brand management team troll việt nam

Competitor: As one of the world's most famous motorcycle brands, Ducati also facesformidable rivals in the Vietnamese market, such as BMW Motorrad BMWS1000RR and BMW R1250GS, Yamaha Moto

UNIVERSITY ECONOMICS AND FINANCES

FINAL REPORT Brand Management

Team: Troll Việt Nam

Major: Marketing

Class Code: A17E

Lecturer: Phùng Thị Xuân An

THANK YOU FROM TEAM TROLL VIỆT NAM

For a group of third-year students, completing this report has been a significant journey of learning and personal effort To ensure this

report stays on track, our team would like to express our sincere

gratitude and deepest appreciation through these words.

First of all, I would like to thank the University of Economics and Finance for providing a favorable learning environment with

modern facilities and a meticulously compiled curriculum The

Marketing Department's inclusion of this valuable subject in the

program has helped me become familiar with and engage in writing and other essential skills that will benefit our team in the future.

As people often say: "No one can learn without a teacher." Indeed, without Ms An's dedicated teaching and valuable guidance, our

team would not have been able to complete this report as smoothly

as possible Therefore, we would like to send our most sincere

thanks to Ms An and wish her a happy and successful life in her

"personal nurturing" career.

During the process of writing this report, despite receiving dedicated guidance from instructors and our best efforts, our writing skills and understanding of the sales field are still limited Therefore, there

may be imperfections in this report I hope you will have

constructive comments to help me complete this report We wish

you all health and happiness Our team sincerely appreciates your

support.

TABLE OF MEMBER CONTRIBUTION LEVEL

TEAM TROLL VIET NAM

No Name Code Percentage

Before the year 2000, large-displacement motorcycles were not common inVietnam due to the limited economy and strict legal regulations regarding theuse of such motorcycles.

From 2000 to 2010, Vietnam implemented economic reforms and opened upthe market Foreign brands, including Ducati, started importing and distributinglarge-displacement motorcycles in Vietnam

From 2010 until now, there has been an increasing number of motorcycleenthusiasts in Vietnam who are interested in and choose large-displacementmotorcycles as a personal symbol and to satisfy their passion for speed andsports-oriented lifestyle, leading to significant growth in recent years Thelarge-displacement motorcycle market in Vietnam mainly focuses on thesportbike, naked bike, and adventure bike segments

Competitor:

As one of the world's most famous motorcycle brands, Ducati also facesformidable rivals in the Vietnamese market, such as BMW Motorrad (BMWS1000RR and BMW R1250GS), Yamaha Motorcycles (Yamaha R1, YamahaMT-09, and Yamaha Tracer 900), Kawasaki Motorcycles (Kawasaki Ninja ZX-10R and Kawasaki Z900), Honda Motorcycles (Honda CBR1000RR and HondaCB1000R),

● BMW Motorrad: The premium brand that combines luxury, performance,and innovation, providing an unparalleled riding experience for discerningmotorcycle enthusiasts

● Yamaha Motorcycles: A versatile, innovative, and performance-driven brandthat caters to all riding styles

● Kawasaki Motorcycles: The brand that embodies power, performance, andadrenaline, offering thrilling experiences for riders across a wide range ofmotorcycle categories

● Honda Motorcycles: The trusted brand known for reliability, innovation, andversatility, delivering exceptional performance and meeting the needs ofdiverse riders

But Ducati with Italian style, passion, and high-performance motorcycles,delivering thrilling rides for enthusiasts seeking adrenaline-fueled experiences.Ducati motorcycles often feature elegant curves, sharp angles, and distinctive

sporty styles Ducati is also known for the distinctive sound produced by its L-twinengine The crisp and powerful roar of a Ducati creates a special and unique ridingexperience Importantly, Ducati has a long and successful history in motorcycleracing, demonstrating a strong connection to sports and racing.

II Company introduction and Swot analysis

1 Company profile

Founded in 1926, since 1946 Ducati has been manufacturing sport-inspired motorcycles characterized by high-performance engines, innovative design and cutting-edge technology Since 2012 Ducati is part of the Volkswagen Brand portfolio directly controlled by Audi The Volkswagen Group is a company of powerful brands whose iconic products meet every mobility need and are broken down into the brand groups of Core, Progressive, Sport Luxury and Trucks All brands share the very same goal: to develop and offer innovative and sustainable mobility solutions

Ducati motorcycles are the purest expression of refined engineering, unmistakable design and great passion The essence of Italian style

is expressed in every line of each motorcycle, where lightness, technology and high performance are intended to serve all motorcyclists who desire an incredible experience

History information and development

Ducati was founded in 1926 by the three Ducati brothers Bruno, Andriano andMarcello under the name Società Scientifica Radio Brevetti Ducati - Electroniccomponents manufacturing company

In 10 years Ducati provided work to thousands of workers and inaugurated the bigfacility in Borgo Panigale

● By 1944, affected by World War II, their factory was razed During thattime, they spent a lot of time researching and manufacturing new products.When there is peace, it is also time for them to introduce products to themarket

● In 1946, Ducati made a major breakthrough in transforming the Cuccioloengine into a motorcycle After this success, Ducati became known as aprestigious brand in the mechanical field

· During the decade of the 90s, Ducati continued to clearly demonstrate itscapabilities.

Ducati's prices and vehicle models have changed a lot through each stage of development Depending on each type, the price will fluctuate differently However, the common point is that the prices are quite high - from a few hundred

to a few billion VND

2 Business philosophy

Style, sophistication and performance are the core values of the Ducati brand.When designing bikes, Ducati constantly aims to guarantee cutting-edgemotorcycles characterized by the highest level of active safety while maintainingmaximum reliability and reducing maintenance costs

● DUCATI SAFETY: Safety as standard

The continuous work that Ducati carries out in terms of design, research anddevelopment serves to ensure cutting-edge bikes characterized by maximum activesafety levels A commitment that involves the definition of increasingly advancedtechnological systems to increase the rider’s level of control, such as the DucatiSafety Pack (DSP), the package consisting of Bosch ABS and Ducati TractionControl (DTC) The devices, adjustable on different levels, optimize the behavior

of the bike both during braking and acceleration In models equipped with theInertial Measurement Unit (IMU), the Ducati Safety Pack (DSP) includes BoschABS with Cornering functionality that allows optimal control of the dynamics of

● 48H FAST DELIVERY WORLDWIDE: Always by your side

One of Ducati’s main goals is to offer every Ducatista the chance to enjoyunlimited and safe travel all over the world To achieve this aim, Ducati offers a

“fast delivery” original spares service, with delivery in 24/48 hours across 85% ofthe areas in which it operates With a distribution network that covers more than 90countries, thanks to 797 official Dealers and Service Points, choosing a Ducatimeans you can travel worry-free and in total freedom, wherever the road may takeyou, and count on capillary support that ensures Ducati quality and professionalism

● DESMO SERVICE: Endless excitement

Riding pleasure, reliability and reduced maintenance costs: the key goals pursued

by Ducati in designing and building every single bike A commitment that hasallowed general Desmo Service intervals to be extended to 30,000 km, 24,000 kmand 12,000 km depending on the model Even the Oil Service intervals have beenextended to 15,000 km or 12000 km Those are considerable intervals for highperformance engines and highlight the meticulous quality standards adopted in theselection of raw materials and the research and development processes

● ALWAYS UPDATE: Continuous updating, maximum efficiency

Ducati invests constantly in the technical training of its dealers: the specific skills and advanced equipment at the disposal of the official Ducati Service network ensure that all tasks needed to maintain the efficiency and performance of every Ducati are performed rigorously and reliably

Marketing Department: Responsible for promotion and sales.

Customer Service Department: Responsible for providing customer service Corporate culture: Ducati's corporate culture is based on core values such as: Performance: Ducati has always aimed to develop motorcycles with the highest

performance

Innovation: Ducati is always a pioneer in applying advanced technologies to its

products

Community: Ducati values building a community of passionate and loyal fans1

Employees: Ducati has more than 1,600 employees worldwide Ducati employeesare motorcycle enthusiasts and highly professional

Leadership: Claudio Domenicali is CEO of Ducati Claudio Domenicali is a manwith many years of experience in the motorcycle industry and a strategic visionaryfor Ducati

Community: The Ducati community is a large network of passionate and loyal fansaround the world The Ducati community is a valuable resource for the brand, helping Ducati better understand customer needs and develop suitable products

2.1.3 SYMBOL

Logo: The red color on the emblem represents the Italian racing color while thewhile stripe represents a winding road-symbolizing the love of sports and high –speed travel

The contemporary ducati logo resembles a shield painted in red tone Its primarymeaning is a victory and the color is considered to be the main in the Italianautosport anh motosports

Color: The ducati palette includes 3 corporate colors White,ducati red andblack ,as well as shades of gray for prioritization purposes

Ducati red is corporate color,expressing the company Italian spirit and the passion

it has always had for challenges.Different colors are supplied according to thedifferent reproduction procedures

Typeface: Ducati's typeface is a strong and modern serif typeface Ducati typefacerepresents luxury and class

Slogan: Ducati's slogan is "The Engine Is The Heart Of The Bike." This slogan

represents the importance of the engine for Ducati motorcycles

III ANALYSYS STP

3.1 Segmentation

Gender Male/Female/LGBT Male/Female/LGBT Male/Female/LGBT

Interest Sporty design,

Passionate about highspeed, modernity, andyouthful style

The gentle control,flexibility, andcomfort

Classic design,premium quality andglobally renownedbrand

Style Dynamic, creative and

likes to experiment

Urban lifestyle,Enjoy traveling,

Gentle and like classicstyle

enjoy gentleexperiences withloved ones3.1.1 Monthly Income Classification Table

3.2 Targeting

Target Audience:

Region: Ho Chi Minh City

Age: 22-35

Gender: Males & Females & LGBT

Personality: Dynamic, modern, youthful

Social class: Upper class

Interest: Sporty design, modernity, youthful style, speed enthusiast

3.3 Positioning

(Positioning map of DUCATI)

Ducati, a renowned Italian motorcycle brand, is known for producing models that surpass many competitors in quality Here are some highlights of Ducati’s quality:

Design and Engineering: Ducati is famous for its attractive design and

attention to detail Its models often feature sporty and unique styles, with advanced manufacturing techniques and the use of high-quality materials

Engine Performance: Ducati’s engines are designed to deliver high

performance and quick response The Desmodromic engine is one of Ducati’s exclusive technical features, allowing for smooth and powerful operation

Innovative Technology: Ducati is a leader in applying new technologies to its

motorcycles From electronic suspension systems to advanced safety features like ABS and traction control systems, Ducati continuously innovates to enhance the riding experience

Riding Experience: Ducati models offer an emotional and thrilling riding

experience The combination of engine performance and aerodynamic design creates an unparalleled feeling of riding

Durability and Reliability: While known for performance and design, Ducati

also focuses on the durability and reliability of its bikes The models are built towithstand harsh riding conditions and maintain long-term performance

Brand Positioning: Ducati is not just a motorcycle brand; it is also a symbol of

lifestyle and passion for speed Ducati’s brand positioning emphasizes luxury, class, and passion

BMW Motorrad: Known for using advanced technology and unique design,

BMW Motorrad has strong construction quality and powerful engine

performance The brand also focuses on the driving experience and safety features

Yamaha: Yamaha is a reputable brand that produces reliable motorcycles with

good performance The company offers a range of models from basic to premium, suitable for various customer segments

Kawasaki: Kawasaki is famous for its sporty design and high performance

The brand regularly updates its technology and improvements to provide a powerful and attractive driving experience

Honda: Honda is known for its reliability and durability Honda’s models are

usually affordable with low maintenance costs, making them a popular choice for many consumers

Ducati: As the most expensive brand listed, with prices ranging from 370

million to 1.369 billion VND, Ducati combines luxury, performance, and appeals to those passionate about personalization

BMW Motorrad: Priced from 619 million to 1.049 billion VND, BMW

Motorrad unites luxury, performance, and innovation

Yamaha: As the brand with the lowest price, from 345 million to 746 million

VND, Yamaha is described as a diverse, creative brand focused on

performance

Kawasaki: With prices from 415 million to 729 million VND, Kawasaki is

famous for its strong and unique driving experience, suitable for angular driving

Honda: Priced from 510 million to 1.106 billion VND, Honda is flexible and

reliable, meeting the diverse needs of customers

3.4 SWOT

1 Strengths

Numerous racing victories

Motorcycle brand with a long history and impressive racing heritage

Market Leader: Ducati is a marketplace chief in the USA, Italy, Spain, and Germany

Distinguishing capabilities: Ducati motorcycles have a listing of capabilities that truly delineates them from different manufacturers

High-quality products

Passionate fan base

Ducati is always at the forefront of adopting new technologies and innovations intoits products.

2 Weaknesses

High price: Ducati motorcycles are more expensive than other brands.Limited dealer network: Ducati has a limited dealer network compared to other motorcycle brands

Low sales volume: Ducati's sales volume is lower than other major motorcycle brands

Dependence on the European market: The European market accounts for the majority of Ducati's sales

3 Opportunities

Growing call for riding safety

Growing motorcycle market: The motorcycle market is growing rapidly in regions such as Asia and South America, creating opportunities for Ducati to expand its market

Increasing demand for premium motorcycles