Yamaha 2011 Annual Report Download - page 24

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22 Yamaha Corporation
0
300
200
100
10/3 13/3 15/3
(1,000 units)
Pianos
Digital pianos
Portable keyboards
Guitars
Wind instruments
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including Shanghai and Beijing, we have started expanding our
sales networks in inland urban areas as well .
From the second year of YMP125, though we will continue
to implement four key policies, our goal is to further expand
sales of pianos in the volume price range. This year, we are plan-
ning to launch a new model targeted at the 15,000 yuan price
range, where demand is growing. Another focus of our policy is
the creation of an appealing brand image. One of our measures
under this policy has been the training of local technicians for
pianos and wind instruments, as well as the improvement of
after-sales service capabilities. Enhancing our brand through the
training of technicians will help boost sales of products in the
medium- to high-end price range targeted at affluent consum-
ers, a segment that has grown along with China’s economy. We
will also expand Yamaha Music Schools, and set up keyboard
schools for beginners, especially in urban areas. This will increase
the music-playing population, thereby creating even greater
demand.
Priority Policies and Measures in Chinese Market
Sales Network
Develop and Launch Products Suited to the Chinese Market Sales Networks: Expand and strengthen outlets
Pianos: Launch volume zone models
Digital Pianos: Compete with low-end Chinese acoustic pianos
Wind, String and Percussion Instruments: Develop China-specific
products
AV Products: Develop low-priced TV peripherals
Develop multiple levels of outlets in response to market
polarization
• Establish specialty stores (grand pianos, AV products, mid- to
high-end wind instruments)
• Develop general musical instrument stores
Increase and strengthen stores in second- and third-tier cities to
capture new demand
Demand Creation: Increase music-playing population Brand Value Enhancement: Promote customer services and PR
Expand Yamaha Music Schools
Set up keyboard schools
Hold Yamaha-sponsored events
Promote PR activity for Yamaha brand
Expand training facilities for piano technicians and wind instru-
ment engineers
Strengthen ties with artists and music institutes
Sales Forecast
Products Stores Stores
10/3 13/3
Targets
Pianos 350 500
Digital keyboard instruments 250 500
Wind instruments 170 260
Other instruments 230 240
AV products 500 950