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Yamaha Launches Female Riding Training Program
India Yamaha Motor, launched India's first Yamaha Female Riding Training Program (YFRT) in Chennai. The company also added a brand new color-white to the already existing vibrant range of RAY scooters from the company's portfolio. Those present at the ceremony were Mr. Masaki Asano - Deputy MD, Mr. Roy Kurian - National Business Head of India Yamaha Motor & Ms. Deepika Padukone, noted Bollywood actress & brand ambassador for Yamaha scooters.
India Yamaha Motor entered the scooter segment in India in September 2012 with its all new Yamaha RAY. The RAY which targets a niche customer base of young, urban women, has been designed and engineered to answer the needs of this growing class of young female customers who want a scooter that is stylishly designed, compact, easy to use and have a fresh new appeal. The company has developed & launched the Yamaha Female Riding Training Program for female customers who have a concern to ride a scooter or want to obtain a riding license. The company plans to conduct the YFRT programme in various cities across India for women who feel the need to be trained on riding a 2-wheeler.
Speaking on the occasion, Mr. Masaki Asano, Deputy MD, India Yamaha Motor Pvt. Ltd. said, "The year 2012 has been an exceptional year for us as we were able to launch our first scooter ‘Ray'. Our core target audience for Ray-the young urban Indian women have responded to the Ray positively thereby manifesting their faith in the ‘Yamaha DNA'. The Yamaha Ray was launched keeping in mind the young urban women who are looking for a stylish yet comfortable ride. There are however many women in the country who do not have the proper riding training or expertise required to ride a two wheeler. With the Yamaha Female Riding Training Program, we want to provide training to many such young women who want to experience the joys of riding a scooter."
The company also launched a new Color-White to the vibrant range of colors available for RAY scooters.
Post the RAY's launch, the company has undertaken a number of activities in order 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 female customer care program.
Ms. Deepika Padukone's association with Yamaha Ray as its brand ambassador has opened newer avenues for young girls across the nation with the first ever Miss RAY Contest being held in Hyderabad-a unique initiative to choose a local brand ambassador for Yamaha Ray. Apart from this, Yamaha Ray is also the associate sponsor for the 50th edition of Pond's Femina Miss India, thus strengthening its brand image as a scooter meant for young, urban female riders. But the marketing highlight of the Ray is the RAY Cavalcade- wherein young women toured the city on their Yamaha RAY scooters creating excitement and buzz at various customer touch points.
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