Ducati Scrambler's Marketing Plan for Australian Market Launch

This report provides a comprehensive marketing plan for the Ducati Scrambler, focusing on its launch in the Australian market. It begins with an executive summary and table of contents, followed by an introduction detailing the history and evolution of the Ducati Scrambler. The report then establishes strategic focus and plan, including mission, marketing, and financial objectives. A detailed SWOT analysis assesses the motorcycle's strengths, weaknesses, opportunities, and threats. The report analyzes competitors within the Australian motorcycle market, identifying key players like Honda and Harley Davidson. The marketing strategy section covers target market, positioning, market mix (product, price, promotion, and place), action programs, and control measures. The report concludes with references, providing a structured approach to launching the Ducati Scrambler and increasing its market share in Australia. This plan addresses key areas like brand visibility, market share acquisition, and financial goals, offering insights into the competitive landscape and consumer behavior within the Australian market.

Running head: DUCATI SCRAMBLER’S MARKETING PLAN 1
DUCATI SCRAMBLER’S MARKETING PLAN
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DUCATI SCRAMBLER’S MARKETING PLAN 2
Executive summary
Globally, there are many competitors in the motorcycles industry such as Harley
Davidson, Suzuki, and Honda. All these companies compete based on brand recognition,
innovation, and performance. Competition among these brands is very stiff. The Australian
market experienced the highest number of sale of motorcycles in 2016 (Gobert, 2017). Honda
was the brand with the highest sales followed by Harley Davidson and Yamaha. The others
occupied the remaining market share. However, Ducati was not among the top ten selling brands.
This essay focuses on the marketing plan to launch the Ducati Scrambler in the Australian
market and improve the sales in that market segment.

DUCATI SCRAMBLER’S MARKETING PLAN 3
Table of Contents
Introduction.................................................................................................................................................3
Strategic focus and plan...............................................................................................................................4
Mission statement....................................................................................................................................4
Marketing objectives...............................................................................................................................4
Financial objectives.................................................................................................................................4
Competitive advantage............................................................................................................................4
Situation analysis.........................................................................................................................................4
SWOT analysis........................................................................................................................................4
Strengths..............................................................................................................................................4
Weaknesses.........................................................................................................................................4
Opportunities.......................................................................................................................................4
Threats.................................................................................................................................................4
Competitor analysis.................................................................................................................................5
Marketing strategy.......................................................................................................................................5
Target market..........................................................................................................................................5
Positioning...............................................................................................................................................5
Market mix..............................................................................................................................................5
Product strategy...................................................................................................................................6
Price strategy.......................................................................................................................................6
Promotion strategy...............................................................................................................................6
Place or distribution strategy...............................................................................................................7
Action programs or implementation............................................................................................................7
Control........................................................................................................................................................7
Conclusion...................................................................................................................................................7
References...................................................................................................................................................8

DUCATI SCRAMBLER’S MARKETING PLAN 4
Introduction
The Ducati name originated in the 1920s when the Ducati brother founded a company
with their father. At that time, the family was experimenting with radio transmission systems and
capacitors. In the 1930s, the company was manufacturing radios. In the 1940s, the company
manufactured its first motorcycle called Cucciolo. In the 1950s, the company manufactured
various motorcycles that were used for racing such as the Desmo series. The Ducati Scrambler
was manufactured in 1968. Over the years, the models have continued to evolve to the 2016
Ducati Scrambler.
The new motorcycle has wheels that are seventeen inches and are carbon BlackStone
Tek. The wheels are made of carbon fiber which is light making the motorcycle light and easy to
control ("Rough Crafts Turns the Ducati Scrambler into a Wild Beast", n.d.). The forks are
Marzocchi from Panigale 1199 which boosts adjustability and stiffness on the road. The tires
used are Pirelli Rosso Corsa which strengthen the bike’s stickiness on the road. Additionally, the
bike has a swing arm that is Monster 1100. It has parts from Belinger and Motogadget such as
mirrors, brakes and master cylinders. It has different accessories, seat covers, and scrambler
logos to allow customization and improve the customer’s experience. Lastly, it has different
flavors such as icon, full throttle, urban endure and classic.
Strategic focus and plan
There are three areas in this phase namely, mission statement, marketing objectives, and
financial objectives.
Mission statement
To provide customers with a quality motorcycle that offers ingenuity, freedom, and self-
expression.
Marketing objectives
1. To increase brand visibility by 20 percent to be measured using Google Analytics.
2. To acquire 15 percent market share in the Australian market.
3. To position the motorcycle as the first choice for bikers in the Australian market
Financial objectives
1. To sell out the motorcycle within the first six months after launching it.
2. To increase the contribution margin by five percent.
3. To increase the company’s sales by 10 percent.

DUCATI SCRAMBLER’S MARKETING PLAN 5
Competitive advantage
The new motorcycle belongs to a well-established product line. The previous models
have met the needs of their customers so the new model is expected to do the same. The second
competitive advantage is that the motorcycle belongs to a recognized brand that is known to
provide high-quality motorcycles (Duncan, 2016). The motorcycles from Ducati have been used
to win races over the years and the models continue evolving as technology advances.
Situation analysis
The situation analysis provides a description of the environment the Ducati Scrambler is
in. It includes the strengths, weakness, opportunities, and threats (SWOT) analysis.
SWOT analysis
SWOT analysis
Strengths
The Ducati motorcycles have a good brand
name
The Ducati Scrambler’s speed and
performance is high
The Ducati Scrambler has approximately
sixty accessories
The Ducati Scrambler is available in different
flavors
There is high customer loyalty
Weaknesses
The Ducati Scrambler is very expensive
The target audience is narrow
There are low economies of scale
Opportunities
There is a new emerging high-income market
around the world
There are innovative technologies that keep
emerging
Threats
Other motorcycles from the competitors
The high price may make people opt for other
means of transport such as cars
Competitor analysis
In Australia, there is a motorcycle industry that deals with the issues of everyone who is
involved in the motorcycle industry. In 2015, the band with the highest sales was Honda which
had approximately twenty-five percent of the sales. The Yamaha and Kawasaki were the brands
that followed. Harley Davidson was the fourth brand and Ducati did not rank among the first ten
brands. Similarly, in 2016, Honda emerged the first as mentioned earlier. Harley Davidson
emerged as the road bike brand with the highest sales. On the other hand, Yamaha had the
highest sales as the off-road brand of choice ("Australian Motorcycle Sales Figures 2015", 2016).
This shows the position of the Ducati’s competitors in the Australian market.

DUCATI SCRAMBLER’S MARKETING PLAN 6
The industry has shifted from producing heavyweight motorcycles to the sport and high-
performance ones. This is because the target market has changed from baby boomers to
millennials. The main competitors in the motorcycle market are Yamaha, Honda, Suzuki, Harley,
and BMW. Ducati and Harley are the most widely recognized brands compared to the rest.
However, Harley innovates at a faster rate compared to Ducati. It is worth noting that no brand
has control of more than thirty-five percent of the market. Based on technological innovation,
Honda and Yamaha are on the forefront. For instance, Honda released the first 4-cylinder CB750
first (Duncan, 2016). Generally, there is very high competition among the various companies
since the brands are all strong and the difference occurs in innovation and quality.
Marketing strategy
The marketing strategy includes the 4Ps that are used in the market mix and as outlined in
the SOSTAC model of marketing. The strategy also focuses on the target market and the
positioning of the product and the brand.
Target market
The target market of the Ducati Scrambler is the millennials since it is a sporty high-
performance motorcycle. The age of the customers is between eighteen and thirty-five years. In
addition, the target market must belong to the upper class or upper middle class as mentioned
earlier. It is mainly suitable for people who enjoy racing and sports bikes. Majority of the
customers are men who are single or married. They are usually status oriented and would pay a
huge price for a premium brand. There is an established market in Europe and the United States.
The goal of this plan is to target customers in Australia.
Positioning
The aim is to make Ducati Scrambler be among the top selling bikes in the Australian
market. Presently, it is not among the top sellers as aforementioned. Additionally, the company
aims to make Ducati the most recognized brand in Australia.
Market mix
The market mix includes the 4Ps that are used in marketing as shown in the SOSTAC
model.

DUCATI SCRAMBLER’S MARKETING PLAN 7
Product strategy
The product line of Ducati Scrambler includes the four different flavors mentioned
earlier. Apart from the motorcycle itself, there are different accessories to assist the customers to
customize it. There are also different scrambler logos available. The engine is 8000cc which
makes the speed high. The company website provides an interactive platform where the customer
can see the different features of the bike. Lastly, there are apparels that are sold on Ducati’s
World that would be comfortable to wear when riding. The Ducati community also provides
membership to a club for those loyal customers and within the club, there are many offers that
the customers can take advantage of. To improve the product line, it can be expanded by
developing a better model of the Ducati Scrambler that meets the needs of the customers better.
They can also develop smaller models that can be used by teenagers who enjoy racing and sports
bikes but cannot be able to handle the current size.
Price strategy
The price of the motorcycle varies depending on the flavor and the features. For example,
the 2016 Ducati Scrambler Icon flavor ranges between $10,000 to $14,000 in Australia ("18
Ducati Scrambler ICON Motorcycles for Sale in Australia", n.d.). The motorcycle is not
overpriced or underpriced compared to the competitors such as the 2017 Kawasaki Ninja which
is around $ 18,000 since it is more powerful. The price may also change according to the dealer
who is selling the bike. For instance, some dealers may give discounted offers to encourage
people to buy.
Promotion strategy
The company will use digital platforms to make people aware of the product such as
social media, the company’s website, and microsites (Smith & Chaffey, 2012). The company can
use online marketing tools to send a clear consistent message to the customer. The first tool is the
Search Engine Optimization (SEO) that is used to increase the visibility of the product using
keyword analysis. The second tool is Pay-Per-Click where keywords will be used and a budget
that will need to be monitored. The third tool is affiliate marketing where the company can use
leads to improve the visibility of the brand. The last tool is the emailing that ensures the
customers receive the newsletter and are aware of product developments.
Social media can also be used using the RACE model (Chaffey, 2016). The company can
create awareness through television adverts and social media sites. Customers can ask questions

DUCATI SCRAMBLER’S MARKETING PLAN 8
on social media or through Live chat ensuring participation. Then customers can purchase the
bike on the online shops or through offline methods.
In addition to the digital methods, the company can use traditional marketing methods.
Presently, the company has a tour that it uses to demonstrate the performance of the bikes for the
customers. The customers are able to take the bikes for a test drive and ask questions about the
various models. This can be done in Australia to boost the sales of the bike. It is also convenient
for the customer since it comes to the cities and towns in the regions thus they do not need to
travel. Ducati can use the experience to get first-hand information about the needs of the
customers in order to improve the latest models. As part of the aftersales services, the company
can recommend well-known mechanics to the customers for future repairs that the company is
not responsible for.
Place or distribution strategy
The products will be distributed using different dealers that sell motorcycles in Australia.
Moreover, the customers can use the motorcycles on the company’s website where they will be
directed to a dealership near them. The website also offers an opportunity for them to customize
their bikes. The dealers offer a chance for the potential customer to test drive their chosen
motorcycle. It is worth noting that dealers are a good distribution channel since the customer will
not have to worry about the shipping arrangements and shipping cost.
Action programs or implementation
For the Search Engine Optimization, the company needs to know the keywords that it is
targeting. It needs to optimize web pages to gain the rankings. To build on the content, it needs
to build relationships with bloggers who are well known in the industry and other companies that
may help you acquire sales. For the Pay-Per-click ensure that the targeted keywords are directing
customers to the right web pages. The affiliate program requires the company to build
relationships with the affiliates and check out the marketing techniques that the competition is
using. When using emails, ensure you check whether the tool is working effectively. The
experience tour can be conducted within the first three months of the product launch. In the tour,
the company should showcase the entire product line to show the customers the different flavors
available. The tour should include test drives so that the potential customers can learn about the
performance and speed of the bike.

DUCATI SCRAMBLER’S MARKETING PLAN 9
Control
Overall, monitor the performance of the tools in use using Key Performance Indicators
such new visitors in a site and conversion rate. There will also be meeting to discuss the
progress of the marketing program that has been set up and provide new ideas to improve it.
Performance of the team implementing the marketing program will also be evaluated. The
implementation will include monthly evaluation meetings that must be done to reach the overall
six months targets outlined above.
Conclusion
In conclusion, the marketing plan outlined above needs to be accompanied with a budget
to ensure that the company’s resources are fully utilized. The team involved in the
implementation process must execute the action programs laid out in the plan. Implementation
must also include continuous performance checks to ensure the marketing program is still
working. The performance checks can be done weekly or monthly depending on the needs of the
company. The company should also include a rewarding system for the employees when they
meet their targets. This will motivate them to work harder which eventually boosts sales. To gain
maximum results, the team must retain customers as has been the case with other Ducati models.

DUCATI SCRAMBLER’S MARKETING PLAN
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References
Australian Motorcycle Sales Figures 2015. (2016). MCNews.com.au. Retrieved 1 October 2017,
from http://www.mcnews.com.au/australian-motorcycle-sales-figures-2015/
18 Ducati Scrambler ICON Motorcycles for Sale in Australia. Retrieved 30 September 2017,
from https://www.bikesales.com.au/bikes/ducati/scrambler-icon/
Chaffey, D. (2016). Introducing RACE: a practical framework to improve your digital
marketing - Smart Insights Digital Marketing Advice. Smart Insights. Retrieved 30
September 2017
Duncan, W. (2016). Harley-Davidson Case Analysis. Slideshare.net. Retrieved 30 September
2017, from https://www.slideshare.net/WilliamDuncan13/harleydavidson-case-analysis
Gobert, A. (2017). Australian motorcycle sales down during first quarter of 2017 -
MotoOnline.com.au. MotoOnline.com.au. Retrieved 30 September 2017, from
http://www.motoonline.com.au/2017/04/11/australian-motorcycle-sales-first-quarter-
2017/
Rough Crafts Turns the Ducati Scrambler into a Wild Beast. Luxatic. Retrieved 30 September
2017, from https://luxatic.com/rough-crafts-turns-the-ducati-scrambler-into-a-wild-beast/
Smith, P., & Chaffey, D. (2012). EMarketing eXcellence. Hoboken: Taylor and Francis.