STRATEGIC BRANDING AND MARKETING IN THE PREMIUM TWO-WHEELER SEGMENT: TRIUMPH MOTORCYCLES AT SHAMAN MOTORS PVT LTD.

Abstract

This report gives a detailed account of my 11-week internship experience at Triumph Motorcycles – Shaman Motors Pvt Ltd., one of the prominent premium motorcycle dealerships in Mumbai. The internship was undertaken as a part of the academic requirement of my MBA program with emphasis on acquiring practical understanding of marketing, brand interaction, and customer relationship management in the luxury automobile industry. The major focus of the internship was to study how a globally branded company such as Triumph places itself in a competitive market such as India, and how its dealership-level functions contribute to delivering high-value customer experiences. Active involvement in digital marketing, event organization, CRM calls, dealership branding, and consumer engagement activities was my Marketing Intern responsibility. During the internship, I managed Triumph's social media platforms for three locations, developed and implemented content campaigns, worked with colleges for sponsorship activities, coordinated community rides, and assisted in the launch of new bike models. The most important events were the Unity Ride, Bikers' Night with the Indian Coast Guard, society activations, and a Women's Day campaign highlighting Triumph's female rider community. I also collaborated with the marketing team and business head in developing monthly strategic plans and assessing performance of digital ads. The report is organized to present a record of activity, major learnings, issues faced, and the results of strategic decisions made during the internship. It also consists of an in-depth case study on Shaman Motors' marketing procedures, competitor analysis, SWOT and PESTLE analysis, and positive suggestions for the dealership.