Advertising AgencyAgency Profile:

•Provides breakthrough strategy andprogramming that delivers valuableresults to our clients.

•Clients hire us to win.

• Established in the year 1996. Our mission is not just to provide services to you but innovative Advertising solutions in building the affluent image in your concerned industry.

• Q-6 builds brand equity and protects reputations during the highest-stakes global communication challenges of the digital age.

Objective & Mission

Clients & Services

We are serving the both Public & Private sectors from several years.

We have clients like Rasna, Hero Honda, Vaseline MEN, HUL, ICICI, NTPC, SBI…

Market Scenario• The two-wheeler market in India - biggest

contributor to the automobile industry - size of

Rs.100,000 million.

• The two-wheeler market in India - 3 types of vehicles - motorcycles, scooters, and mopeds

• Prediction segment expansion : 20 million units per annum in 10 yrs - twice the present volume

• Increase in the Indian market size =

Bad Roads + technical innovation (mileage)

• India, is the second largest producer of two-wheelers in the world

• The country stands next to China and Japan in terms of production and sales respectively.

Factors affecting Two-wheeler sales in India• Increase in credit and financing for auto

vehicles i.e. Two-wheeler loans and financing has been on the rise

• Fuel Efficiency

• Due to opportunities offered by multinationals the incomes of individuals have increased

• Delay in initiation of Mass Transport System – It’s a low cost transport medium

Automobile Industry in India

Key PlayersMajor Players :

• Hero Honda Motors Ltd (HHML)

• Bajaj Auto Ltd (Bajaj Auto)

• TVS Motor Company Ltd (TVS).

Other Players• Kinetic Motor Company Ltd (KMCL)

• Kinetic Engineering Ltd (KEL)

• LML Ltd (LML)

• Yamaha Motors India Ltd (Yamaha)

• Majestic Auto Ltd (Majestic Auto)

• Royal Enfield Ltd (REL)

• Honda Motorcycle & Scooter India (P) Ltd (HMSI)

New Entrants

• BMW

• Harley Davidson

• Mahindra

Hero Honda• The company is a joint venture between

India's Hero Group and Honda Motor Company, Japan that began in 1984.

• Hero Honda Motors Ltd. is the world's largest manufacturer of two – wheelers, based in India.

• Three Manufacturing plants at Dharuheda, Gurgaon and latest at Haridwar

• Every 30 seconds, someone in India buys Hero Honda's top-selling motorcycle – Splendor.

• Bikes ranging from 100 cc bike (splendor) to 225 cc Karizma

• Bikes like CBZ, Glamour, CD Deluxe, Passion,

Achiever, HUNK also in the market

• Total turnover of Rs. 5161.66 crores for the third quarter (October-December 2010) of FY’11

• It shows the growth of over 34.44 per cent over the corresponding period in the last fiscal (October-December 2009) of FY’ 10.

Market share of Hero Honda

Latest sales figure of bike manufacturers

Hunk

All new Muscle HUNK• Launched in 2007

• Was launched in 150 cc category

• Has stiff competition with Pulsar 150, Apache, Unicorn

• Is being re-launched with some technical advancements.

Brand Personality• All new MUSCLE HUNK gives it a Macho image

• All Raised Rear fender gives an image of a leopard which signifies speed and ferociousness

• Large fuel tank, dazzling head light with dashing visor gives an image of a bull which symbolises Power, Strength and Vigour

• Logo of the brand is bull

• Tagline “No one messes with it” gives an aggressive image

• Stylish and cutting edge technology

Target Group

Youth aged between 19-30 years of age

Psychographics of T.G• Macho personality

• Adventurous

• Sporty

• Loves to work out

• Likes to get attention

• Strong determination

• Watches WWE, F1, RUGBY..

• Meticulous

• Stylish

• Reliable

• Wild

• Free spirited

• Aggressive

• Hard rock listener

Demographics

• Age – 19 to 30 yrs

• Male

• Graduation students

• Post Graduation student

• Employed bachelors

S.W.O.TStrength :

• Stylish looks

• Better Mileage

• A fuel efficient and powerful Advanced Tumble Flow Induction (ATFI) Technology engine

• Gas charged, adjustable rear shock absorber, for first time in Hero Honda Bike.

• It has a stepped seat and rear set foot pegs, which gives the rider a sporty stance without sacrificing comfort

• Pick-up is good as compared to other 150 cc bikes

• Low maintenance

Weakness

• No kick start model available in the market

• Positioning of the brand

Opportunity

• Brand name of Hero Honda

• Design a new bike of 180 cc to complete with pulsar 180

• Growing Two-wheeler market in India

• Exports

Threat• Internal competition from other bikes from

Hero Honda

• External competition from Pulsar and Apache

• Corporate brand has taken over the line brand in terms of advertising

• Pulsar 180 cc available for Rs. 2000 more

Comparison TableParticulars Hunk Pulsar 150 Apache 160 rtr

Mileage 45-50 km/L 40-46 km/L 40-45 km/l

Engine 14.2 Ps @8500 rpm and powers 12.98 Nm torque at 6500 rpm

14.09 Ps at 8500rpm and 12.76 torque at 6500 rpm

15.2 @8500RPM

Maintenance cost

Low maintenance cost

High maintenance cost

Nominal costs

Weight 150 kg 145 kg 136 kg

Price Rs. 73,000 Rs. 72,000 75,000

Research Conducted : Qualitative

• Age : 20 – 45 yrs

• Respondents were peer groups, friends, Showroom salesmen, Dealers and Internet

• Suggestions were also given by the respondents

Research resultsImportant Perimeters :

• Re-sale value & price of the spare parts

• After sale services

• Mileage & Price

• Brand

• Comfort

• Looks

• Opinion Leaders i.e.Geeks

• Reviews, blogs & forums

• Advertisement affect the sales of the bike

Scope for Improvement

• HH should work on to reduce the weight of this bike without affecting the safety aspect as well as aesthetical beauty of this bike

• Gearing system as mentioned above should be improved. Locate neutral gear at the extreme end.

• Turning radius is the very high, short turn is problem with this bike

• Provide seat height adjustment so that the personnel can adjust the height as per their comfort

• Helmet lock which is provided at sari guard needs design improvement so that apart from helmet one can lock his bag or language in it

• Locking & unlocking of seat should be trouble free. Just like it is available for scooters seat

• Provide little bit of more space below the seat so that it can be utilized to storage

• Give price discounts during festive seasons

• Increase Visibility of the product

Present Positioning• Bull Symbol not connecting well with the

target audience

• The present advertisement campaign does not lure the Target Audience

• Lack of advertising

• Less visibility

New Strategy

• Design a message for the product

• More Advertising activities

• To connect with the Target Audience

• To project it as “it’s just not a bike but a way of living”

• Increase the visibility

Budget Allotted

Rs 4 crores for 1 year

From May 2011-April 2012

In Delhi & NCR region

G-6 Solution

Events

Outdoor

Print

Radio

Online

ActionCollege campuses :

• Demonstrating the product in various college campuses across Delhi & NCR

• The HUNK van moving all across Delhi & NCR

• Showcasing the product in various malls and shopping centers and organizing fun games

Budget Allocation• Product demonstration in various campuses

20,000 * 20 = 4,00,000

• Organizing contests and games in various malls & markets = 1,00,000 * 20 = 20,00,000

• Cost of Hunk Van = 10,00,000

Cinema• Promotion in cinemas during upcoming

Action Flicks like Death Race 2, Transformers 3, Pirates of the Caribbean, RA.ONE, Don 2 and Agent Vinod

• Product demonstration and hoardings for the opening week

= 30,000 * 3 * 6 * 6 = 32,40,000

HUNK in the Town

• Organizing the event at one college for 1 days each = 1,50,000 * 20 = 30,00,000

• Booking the venue for the final= 4,00,000 * 2 = 8,00,000

• Decorating the venue & Stage= 10,00,000 * 2 = 20,00,000

• Refreshments & water= 2,00,000

• Gifts and Prizes

= 10,00,000

• Miscellaneous cost

= 5,00,000

Total Cost

= Rs 75,00,000

Outdoor Advertising

• Hoardings Promoting “Hunk in the Town” in various college campuses and shopping places like Vasant Vihar (Priya), Saket (Anupam), Lajpat Nagar, Sarojini Nagar and Bus Stops

= 20,00,000

• Hoardings at Bus Stops and Metro

= 25,00,000

• Hoardings and posters across various Gyms in Delhi & NCR

= 25,000 * 20 = 5,00,000

• Bikes standing in Cafe Morrison and Hard Rock café on Saturday live performances

= 40,000 * 2 * 15 = 12,00,000

Radio• RJ’s talking about the Hunk and Hunk in the

town contest

• Advertisement along with the Tag line :

“It’s just not a bike but a way of living”

• Giving new schemes and offers during Festivals like Diwali, Holi

Budget AllocationChannel Inserts Week Duration Cost / 10

SecTotal Cost

RadioCity

21/day 15 15 sec 600 19,84,500

FeverFM

21/day 15 15 sec 700 23,15,250

Total 42,99,750

Online• Facebook updates and discussions

• Website maintenance

• Query and support system

• Brand merchandise (helmet, gloves, jackets) contest

• Two wheeler forums

• Feedback and response

Print- NewspaperPublication Insert Rate/s Language Type Col*cm Cost

TOI 2 4500 English CLR 240 21,60,000

HT 8 2500 English CLR 240 36,00,000

DainikJagran

2 2000 Hindi CLR 240 9,60,000

NB Times 3 1500 Hindi CLR 240 10,80,000

Total 78,00,000

MagazinesPublication Insert Type Cost / Ad Cost

Top Gear 3 Full-page CLR

1,25,000 3,75,000

Men’s health 2 Full-page CLR

80,000 1,60,000

Over drive 2 Full-page CLR

1,00,000 2,00,000

India Today 2 Full-page CLR

4,50,000 9,00,000

Total 16,35,000

Media Plan

Medium May Jun July Aug Sep Oct Nov Dec Jan Feb Mar Apr

Outdoor * * * * * * *

Print * * * *

Radio * * * * *

Event * * * * * * *

Online * * * * * * * * * * * *

Van * * * * * *

Cinema * * * * * *

Budget

Particulars Cost

Events 87,00,000

Outdoor hoardings & Demonstration

74,00,000

Radio 43,00,000

Magazines 16,35,000

News paper 78,00,000

Cinema 32,40,000

Moving van 10,00,000

Online 5,00,000

Total 3,45,75,000

Acknowledgment• GOD

• Prof. Ramola Kumar

• Rupanjali Lahiri

• Sanjeev Mishra

• Dharam Arora

• Pashupati Motors

• Kukreja Motors

• Respondents

• Friends