Says Bakshi: ``The primary concern in bikes is to establish a level ofcustomer satisfaction with bikes. Everybody should say, these guys have donein bikes exactly what they did in scooters when they entered the market 18years ago.''

For the purpose of launching bikes, LML has constituted a steering group of11, comprising personnel from sales, marketing, customer service andcommercial units to listen to the customer's voice. ``In engineeringproducts it's necessary for you to be there in person and in focus,'' saysBakshi, who is steering the group. ``We need to have a depth in responsebecause the customers can misunderstand and misinterpret so many things.''

Bakshi adds that the approach is in line with its interaction with customersduring the Auto Expo, where unlike its competitors, LML did away with prettymodels to explain the product or understand customer requirements.

LML is test-running 250 motorcycles initially in Lucknow and Kanpur beforeits commercial launch across the country in a phased manner. LML is offeringthree variants of four-stroke 100-cc motorcycles: TW Original, priced at Rs41,000; TW Grand Rs 44,000; and TW Sport Rs 47,000. In January, 2001, LML isexpected to an launch 125 cc motorcycle.

Though not planning to increase its existing base of 400 primarydealerships, and 500 service and spare part centres, LML is focusing onenhancing the quality of service, decor and presentation at its dealershipsand 17,000 local garage shops (who train with LML). Already around 7,000personnel, including 2,800 technical staff at dealerships, are undergoingattitudinal and technical training through LML's four training institutes.

``Earlier at our showrooms we asked a customer as soon as he entered, whichmodel he would like to buy. Now, probably we'll ask him -- would you have aglass of water,'' says Bakshi, explaining the subtle changes that he wantsto usher in. ``The customer would feel a lot more wanted and loved in ourshowrooms rather than feel a pressure to buy.''

Simultaneously with its focus on the customer, IT, retailing, and newproducts, LML is prioritising its spare parts business. Following a recentmeeting of dealers in Bangkok, LML is working on rationalisation of deliverysystem, dispatch, prices, upgrades and packaging. In a month's time LML willlaunch five-stage holograms on spare parts to encourage the sale of genuinespares. The initiative would be supported by a print ad campaign. LML hasalso intensified customer audits and put in place a retributive policy topunish dealers pushing non-genuine spares to LML customers.

Power-ride
In order to position LML from being a scooter company to establishing it asa complete two-wheeler provider with brand attributes of style, power andperformance, LML plans to run a series of brand and corporate campaignscreated by FCB-Ulka. The print and television ads for bikes are expected tobreak around April-May 2000. Says Bakshi, who as an adman before joining LMLhelped launch hit campaigns like Hamara Bajaj and Kamasutra condoms: ``Theads will focus on functional as well as emotional aspects of our brands andcommunicate our corporate promise of producing superior, more excitingproducts with the latest technology.''

The bike ads will focus on providing more bike value while the scooter adswill convey the enhanced essence of riding. Scooter ads will focus onpower-riding phenomenon with comparisons to power breakfasts and powerdressing.

LML will also undertake a study on LML's 2.5 million customer base in thenext three-four months to understand their aspirations for new products andupgrades. LML plans to sell 4 lakh two-wheelers, including scooterettes,bikes and scooters, in the next fiscal 2000-01.