People Innovation Excellence

[Case Study] Yamaha Mio: When a Motorcycle Acquires a ‘Gender’

Year: 2007

Case number: 108-1013-001

Case Author: Robert AB

Course Major: Marketing Communications

Related Topics: Yamaha Mio, Marketing Communication

Teaching Note Availability: –


This case describes Yamaha Mio, a motorcycle designed for women, is mostly bought and used by men. The General Manager of Marketing and Promotion of Yamaha Motor Kencana Indonesia (YMKI) had to explain why Yamaha Mio was not bought by women, as their prime target market. This causes a dilemma on the team whether they should make adjustments to the marketing strategy facing this unexpected trend or not.


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