Challenge
With competitors discounting aggressively, how does Yamaha defend sales without entering an all-out price war?
Strategy
After commissioning market research among boat owners and the marine
industry, Onfire confirmed Yamaha is the outboard of choice for those in the
know. One example of feedback revealed that “There’s a reason the pros’ use
them!” This insight reinforced the belief that Yamaha should assert its
authority as the No. 1 outboard brand – well worth the premium for
perceived and real benefits including superior performance, reliability, and
peace of mind.
Solution
At the same time as re-establishing its leadership credentials, Yamaha also
needed to demonstrate genuine value. Onfire developed a campaign idea
“The Real Deal,” promising competitive offers on the best credentialled
outboards on the market. Avoiding predictable price promotion terminology,
Onfire also devised the proprietary term ‘Yamafit’ to differentiate Yamaha
and establish some ownership of the outboard motor refit package market.
Execution
The Real Deal comes to life in video content for TVC, website, social and edm
channels and features brand ambassadors that endorse Yamaha superiority.
Yamafit promotions are advertised in marine magazine, social and instore
POS. An upgraded seasonal product brochure doubles as a sales tool and
recognises Yamaha’s status as a leader in marine technology while
showcasing how consumers love using Yamaha outboards and Waverunners -
underlining the brand positioning ‘Revs your Heart’.
Result
By elevating Yamaha above its competition and empowering the dealer
network with better sales tools, the new campaign has helped grow market
share and entrenched the brand as the No.1. while also helping to gain
ground in the fast growing repower market.
