Final Hero

FORE School of management

Brand Audit report on Hero Honda

Group -

Submitted To : Freda J Swaminathan

12/18/2010

Brand Audit report on Hero Honda – one of the known brands in two wheeler market in IndiaSubmitted By :-

Anika Gupta - 91005

Anmol Sahni – 91009

Chinmay Jagga – 91013

Neha Arya – 91036

Shweta gangwani - 91052

1

Acknowledgement

“I have searched for the definition of success, in the context of leading a successful life. It turns out

that there are as many definitions as there are seekers and that success lies as much in the attempt as

in the achievement.” - Robert Frost

“Feeling gratitude and not expressing it is like wrapping a present and not giving it.” - William

Arthur Ward

First and foremost, I Thank the Almighty God for sustaining the enthusiasm with which I plunged into this

endeavor.

I avail this Opportunity to express my profound sense of sincere and deep gratitude to many

people who are responsible for the knowledge and experience I have gained during the Project Work.

I have great pleasure in expressing my deep sense of gratitude to our faculty of Strategic Brand

Management, Prof Freda J Swaminathan for her valuable guidance and meticulous supervision during the

preparation of this Project Report.

I convey my hearty and inevitable thanks to all the respondents who helped me to bring out the

project in a successful manner. Last but not the least I extend my gratitude towards my parents, faculties and

friends who extended their whole hearted support towards the successful completion of this Project Work.

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Table of Contents

History........................................................................................................................................................................4

Points of Parity............................................................................................................................................................5

Points of Difference....................................................................................................................................................5

Product Related Attributes.........................................................................................................................................6

Brand Portfolio............................................................................................................................................................7

Target Consumer........................................................................................................................................................7

Competitive Scenario..................................................................................................................................................8

Customer knowledge..................................................................................................................................................9

Sources of Brand Equity............................................................................................................................................10

Brand Philanthropy...................................................................................................................................................14

Branding Strategies...................................................................................................................................................14

Communication.........................................................................................................................................................16

Brand Positioning......................................................................................................................................................18

CBBE Pyramid............................................................................................................................................................19

Brand Identity Prism.................................................................................................................................................20

Brand Mantra............................................................................................................................................................21

Research Analysis......................................................................................................................................................22

Brand Personality Sketch..........................................................................................................................................26

Recommendations....................................................................................................................................................27

Annexure.....................................................................................................................................................................28

Timeline for Hero Honda History: Milestones and Achievements............................................................................28

Questionnaire...........................................................................................................................................................30

References...................................................................................................................................................................34

3

History

In the year 1984, a joint venture was established between Hero Group and Honda Motor Company. Today

Hero Honda has an assembly line of 9 different models of motorcycles available. It holds the record for

most popular bike in the world by sales for Its Splendor model. It is currently the largest producer of Two

Wheelers in the world. The Group's low key, but focused, style of management has earned the company

plaudits amidst investors, employees, vendors and dealers, as also worldwide recognition.

The growth of the Group through the years has been influenced by a number of factors:

1. Just- In- Time

The Hero Group through the Hero Cycles Division was the first to introduce the concept of just-in-

time inventory. The Group boasts of superb operational efficiencies. Every assembly line worker

operates two machines simultaneously to save time and improve productivity. The fact that most of

the machines are either developed or fabricated in house, has resulted in low inventory levels. In

Hero Cycles Limited, the just-in-time inventory principle has been working since the beginning of

production in the unit and is functional even till date.

2. Ancillarisation

An integral part of the Group strategy of doing business differently was providing support to

ancillary units. There are over 300 ancillary units today, whose production is dedicated to Hero's

requirements and also a large number of other vendors, which include some of the better known

companies in the automotive segment. Employee Policy: Another Striking feature within the Hero

Group is the commitment and dedication of its workers. There is no organized labour union and

family members of employees find ready employment within Hero.

3. Dealer Network

The relationship of Hero Group with their dealers is unique in its closeness. The dealers are

considered a part of the Hero family. A nation-wide dealer network comprising of over 5,000

outlets, and have a formidable distribution system in place. Sales agents from Hero travels to all the

corners of the country, visiting dealers and send back daily postcards with information on the stock

position that day, turnover, fresh purchases, anticipated demand and also competitor action in the

region. The manufacturing units have a separate department to handle dealer complaints and

problems and the first response is always given in 24 hours.

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4. Quality

Quality at Hero is attained not just by modern plants and equipment and through latest technology,

but by enforcing a strict discipline. At the Group factories, attaining quality standards is an

everyday practice - a strictly pursued discipline. It comes from an amalgamation of the latest

technology with deep-rooted experience derived from nearly four decades of hard labor. It is an

attitude that masters the challenge of growth and change - change in consumers' perceptions about

products and new aspirations arising from a new generation of buyers. Constant technology up

gradation ensures that the Group stays in the global mainstream and maintains its competitive edge.

With each of its foreign collaborations, the Group goes onto strengthen its quality measures as per

the book. The Group also employs the services of independent experts from around the world to

assist in new design and production processes.

Points of Parity

1. Sporty design or look

2. Domestic Company: Just like its closest competitor Bajaj Hero Honda is also a domestic

company

3. Target Segment is youth

4. Finance schemes are almost same as competitors

5. Service centres are again a common thing

6. Range of products is similar.

Points of Difference

1. JIT: Hero is probably the only company to have mastered the art of the just-in-time inventory

principle due to Honda access to latest technology.

2. Strong Distribution Network

3. First Mover Advantage : Bajaj was initially in scooters and later on it came into bikes. So Hero

Honda has the first mover advantage.

5

Product Related Attributes

Parameters and attributes that play a significant role in swaying customers’ purchasing behaviors and

decisions are:

Lifestyle image

Quality engineering

Price

Service Offerings

Lifestyle image: The lifestyle image includes characteristics like engine capacity, product styling,

uniqueness, and brand image. Together these attributes create the lifestyle image that represents one

significant parameter that often sways customers’ purchasing decisions rather more than functional

attributes.

Price: Affordable price is another parameter the current target market looks for. The typical consumer for

Hero Honda bikes is in the 21 to 35 age group olds. This age group is interested in their image along with a

consideration for price on account of the lack of disposable income.

Quality engineering and Service offerings: These two attributes can be related as a pair because if the

engineering quality is poor, then the consumer will presume that they need a great deal of maintenance, and

hence Hero Honda should provide those services for the product purchased from them.

Hero Honda stands out in all the above attributes as it provides bikes for different requirements of

consumer, ranging from CD Deluxe for rural farmers, low income group to Karizma for the urban youth.

The product portfolio of Hero Honda meets all consumer requirements keeping in mind the above identified

attributes of lifestyle image and price. As for the other two, quality engineering and Service offerings, Hero

Honda focuses on high quality in all its products which is ingrained through “Discipline of quality” in all its

three plants.

According to The Economic Times Brand Equity India’s most trusted brands survey, Hero Honda stands at

rank 33.

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Brand Portfolio

Hero Honda CD Dawn

Hero Honda CD-Deluxe

Hero Honda Splendor Plus

Hero Honda Splendor NXG

Hero Honda Super Splendor

Hero Honda Passion Plus

Hero Honda Passion Pro

Hero Honda Glamour

Hero Honda Glamour PGM F1

Hero Honda Achiever

Hero Honda CBZ Xtreme

Hero Honda Hunk

Hero Honda Karizma

Hero Honda Karizma ZMR

Hero Honda Pleasure

Target Consumer

Hero Honda has a wide range of bikes targeting a wide customer groups, contributing to bottom line and

competing with competitors.

Splendor CD Passion Glamour

Target Market –

Entry level, Middle

income group bike

Target Market –

Entry level, Lower

Income group bike

Target Market –

Tier I city, Middle

income group bike

Target Market –

2nd bike purchaser,

Middle income group

Splendor Plus

(basic Model

CD Dawn – (basic

bike)

Passion Plus (basic

model)

Glamour (basic

model)

Super Splendor

(auto

start)

CD Deluxe – (old

splendor look alike)

Passion Pro (Sporty

look)

Glamour PGM F1

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Flankers

Flanker brands are called fighter brands and are positioned with respect to competitor’s brands so that more

important flagship brands can retain their desired positioning.

Fighter brands need to be designed in such a way that they should not eat away from their higher priced

comparison brands or referents and it must be designed so cheaply that they reflect poorly on these other

brands.

Example –Passion--Glamour-Achiever

Cash Cows

Some brands may be kept around despite dwindling sales because they manage to hold on to a sufficient

number of customers and maintain their profitability with virtually no marketing support. These “cash cow”

brands can be effectively “milked” by capitalizing on their reservoir of existing brand equity.

Example - CBZ xtreme, Hunk, Splendor

Low End Entry level

The role of low-priced brand in the brand portfolio often may be to attract customers to the brand franchise.

Example - CD Dawn & CD Deluxe

High-End Prestige

The role of a relatively high-priced brand in the brand family often to add prestige and credibility to the

entire portfolio.

Example - Karizma ZMR

Competitive Scenario

Major competitors of Hero Honda include Bajaj, Yamaha, TVS, Royal Enfield, Harley Davidson. Bajaj is

the immediate competitor other players being either niche players or having very small market share.

Bajaj Auto Ltd.

There has been a long history of rivalry between these two companies. While Bajaj has been the market

leader in scooter segment it went into motorcycle segment because of the declining demand of scooters.

BAL offers a large variety of products which are mainly positioned on the basis of high mileage and low

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maintenance. T was only recently when Bajaj launched Pulsar that it repositioned itself as more stylish and

powerful. This was to put itself in competition with Hero Honda’s CBZ. Pulsar gained a lot applauses for

the company and gave it a new revamped image. Hero Honda reverted by launching variants of CBZ,

Karizma and recently Hunk.

Yamaha Motors Ltd.

Yamaha is an other major player in this market who is known for its imported technology and high speed

bikes. But the offered product range lacks depth and breadth. But Yamaha recently marked it presence by

launching FZ series in direct competition with Bajaj’s Pulsar and Hero Honda’s Karizma to tap youth

market.

While Hero Honda has strong association with Style and Design, Bajaj is known for reliability and high

mileage. Yamaha at the same time offers sporty bikes with speed and adrenaline rush.

Honda motorcycle and Scooter India

With a recent speculation of splitting of Honda motorcycle and Scooter India from Hero group, there are

good chances that Honda emerges as a strong competitor against Hero group with its high quality

technological base. As per recent media news, HMSI has chalked out aggressive expansion plans and is

steadily going out ahead with its capacity expansion and new launches.

Customer knowledge

Hero Honda has got 1st mover advantage which the brand highly leveraged upon. CD 100 and Splendor is

one of the most successful bike of not only India but also world. Partnership with Honda provided a

continuous flow of best technology to Hero Honda. Due to this, Hero Honda bikes remain the most trusted

bikes in India with highest Mileage and lowest Maintenance cost. In the last few years company has

introduced many new models like CBZ, Karizma, Hunk, Pleasure.etc.which provided it a new image of

having stylish bold design and raised competition above price.

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Sources of Brand Equity

Brand Name: The name HERO HONDA, is inspired by the parental companies, the hero group and the

Honda company from Japan. The brand name has been into place from the day the two firms came into joint

venture and is one of the sources of brand equity. HERO name provided the necessary brand recall and

reliability and HONDA delivered the promise of superior technology.

Brand Logo:

Hero Honda in its history of 26 years has never changed its logo. Even after Honda started to produce its

own bikes in India, Hero Honda is continuing with the same brand name and the brand logo. This has

provided a strong association between company and its logo which results in immediate recall.

Color Association:

• Red: Energy , Excitement, Dynamism

• White: Honest, true, reliable

• Black: Class

Functional Benefits:

• Superior technology

• High performance

• Low maintenance cost

• High mileage

• Contemporary style

• Comfort and speed

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Brand Slogan:

Hero Honda came up with its first slogan in the year 1993 as “FILL IT, SHUT IT, FORGET IT”. At that

point of time the consumers were concentrating more on the economy factor, thus emphasizing on its good

mileage the company came up with the slogan.

They changed their slogan to “DESH KI DHADKAN” in the year 2000. The company chose this tagline in

order to celebrate their achievement of World's No.1 two wheeler manufacturing company having the trust

of more than 5 million customers.

The same tagline was transformed to DHAK DHAK GO….in the year 2003.

With increasing competition from Bajaj and decreasing market share, Hero Honda returned to its oldest

tagline “FILL IT, SHUT IT, FORGET IT”. This was done because Hero Honda is primarily doing well in

the economy class bikes and competitors like Bajaj were coming up with products in that segment. So in

order to keep their market in tact in that segment, Hero Honda decided to return back to this tagline.

Brand Ambassadors:

Hero Honda has always concentrated on its Brand Ambassadors. Hero Honda has always encashed on the

two things closest to Indians CRICKET and MOVIES. So their brand ambassadors have always been cricket

stars or movie stars. Starting from Saurav Ganguly, Virendra Sehwag, Yuvraj Singh. With the changed look

and targeting youth they roped in the young players of the team like Gautam Gambhir, Ishant Sharma,

Suresh Raina and Rohit Sharma.

Apart from them Hrithik Roshan has been a brand ambassador for Hero Honda. When the company

launched scooty in the market they roped in Priyanka Chopra to be their Brand Ambassador.

The two-wheeler major launched a music video on its 25th anniversary with film stars, cricketers and an

Olympian. The faces in the advertisement were the best in the business: Bollywood glamour idols Hrithik

Roshan and Priyanka Chopra, sensational cricketers Virender Sehwag, Irfan Pathan, Suresh Raina, Gautam

Gambhir and Ishant Sharma as well as ace shooter and 2004 Athens Olympics silver medallist

Rajyavardhan Rathore. The brief to the agency was to create a connection with the youth, the main

customers of Hero Honda.

Brand Associations

The brand attributes of Hero Honda as identified by the company are:

1. Performance

2. Passion

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3. Commitment

4. Winning

5. Robust portfolio across categories – A bike for every need!

Indian cricketers Irfan Pathan and Suresh Raina have mass appeal with the Indian youth and stand for the

brand attributes, and were signed on as brand ambassadors in 2006. Their mass appeal was leveraged by the

company to promote the brand and they featured in Hero Honda’s ongoing campaign "Heroes for Heroes",

as part of which the "Mobike Pe Mobile " initiative was rolled out for customers.

Some Brand associations with some popular television series:

A musical rock band show, an initiative stated in

2007, Hero Honda attached itself to an rock band

competition where rock bands from various colleges

compete. The idea behind the association was the

youth which is its main target customer.

This association was mostly targeted to increase its

visibility, as this was a family programme very

popular among families.

Hero Honda Terra Quiz

With everybody talking about natural problems, Hero

Honda very well showed its concern by associating

itself with a Quiz on environmental issues and

concerns.

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Hero Honda Passport Program

An initiative to develop a relationship with its customers. It was an attempt to

increase the customer loyalty so as to a person who had bought a Hero Honda

10 years ago should purchase Hero Honda again if he is thinking to buy a two

wheeler.

Hero Honda Delhi Dare Devils

A step in the top league. Cashing in on the blend of best

of cricket and entertainment. Commenting on the deal,

Hero Honda MD and CEO Pawan Munjal, said,

"Sports and entertainment are very strong vehicles to

reach and communicate with our customers and Hero

Honda has been associated with the game for last 20

years."

Hero Honda MTV Roadies

A series with which Hero Honda is synonymous. The selected Roadies are

provided with Hero Honda Karizma bikes to travel on a pre-decided route.

Hero Honda and Commonwealth Games

Hero Honda was proudly associated with Commonwealth Games 2010 in Delhi. They came out with a theme song “Ab Dhadkan Ek Ho!” which was run on Radio and TV in prime slots and the association was leveraged by the company by increasing visibility and the logo “Dhak Dhak GO!”

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Hero Honda also came out with a website www.herohondqbr.com dedicated to Queens Baton Relay which gave all information related to CWG and QBR and also interactive games like Gun Master, Tennis etc.

Spokesperson: MD and CEO Pawan Munjal

Any specific jingle : None

Brand Philanthropy

An Integrated Rural Development Centre has been set up by the company on 40 acres of land along the

Delhi-Jaipur Highway. The Centre is complete with wide approach roads, clean water, and education

facilities for both adults and children to nurture a vibrant, educated and healthy community.

The Foundation has adopted various villages located within vicinity of the Hero Honda factory at Dharuhera

for integrated rural development.

Other key projects taken up by the Foundation include:

• Raman Munjal Vidyamandir

• Raman Munjal Memorial Hospital

• Raman Munjal Sports Complex

• Vocational training Centre

• Adult Literacy Mission

• Marriages of underprivileged girls

• Rural Healthcare

Branding Strategies

Kapferer has following branding strategies. Most of the companies including Hero Honda follow either of

them or follow mixed branding strategies.

The product brand Strategy

The line brand Strategy

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http://www.herohondqbr.com/

The range brand Strategy

The umbrella brand Strategy

The source brand Strategy

The endorsing brand Strategy

1) The Product Brand Strategy

As such Hero Honda does not have any product brand strategies. Generally these strategies are adopted by

FMCG players.

Hero Honda does product branding for their premium products such as CBZ and Karizma ZMR.

Positioning Statement ( stating example of two popular bikes)

Both the bikes are very sporty and targeting the youths who are into biking.

Advantage:

It reduces risk as if a particular brand fails other brands remains unaffected

One could easily manage and cater to various classes

Disadvantage:

It becomes expensive to do branding and advertising for individual brands.

2) The Line Brand Strategy

Hero Honda Motors Ltd. does not follow the line brand strategy. The line involves the exploitation of

successful concept by extending it but by staying very close to initial products. It used it for products like

CBZ-CBZ Extreme and Karizma- Karizma ZMR

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3) The range brand strategy

The range brands bestow a single brand name and promote through a single promise a range of products

belonging to the same area of competence.

Hero Honda follows Range brand strategy for Karizma, Splendour, Passion and CD brands.

Advantages:

If a brand get recognized then to target newer customer new products are introduced to increase the range

of product

Less advertising needed

Disadvantages:

If product does not full fill the expectation than it affects overall range image

4) The umbrella brand strategy is mainly capitalization on one single name and the economies of scale

on an entry level. This strategy is not adopted by Hero Honda Motors Ltd.

5) The Source Brand strategy : The products have their own brand name. They are no longer called by

one generic name like scooter, bike, moped etc. Hero Honda has moved on to source brand strategy to a

great extent.

Advantage:

Strategy effective when new product is introduced

Disadvantage:

If a brand fails to deliver promise and eventually fails it may affect other brands

6) Mixed Brand Strategy

Normally all the corporation uses mixed brand strategies. Hero Honda also uses the mixed brand strategy.

Communication

Hero Honda does No corporate branding. It only sponsors events like India Australia series), ICC

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sponsorship, Hero Honda Saregama – Zee TV, Herohonda Karizma MTV Roadies etc.

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Brand Positioning

Essence…………………….

Personification………….

Tone…………………………

Benefits…………………...

Attributes…………………

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Full of

passion

and

adventure

Ambitious, Passionate, Fashionable

and

Adventurous

Bold, Fun, Informal, Go-getter, Courage

Social status, driving

comfort, value

for

money

2

wheelers

(bikes

and

scooty), powerful, stylish, mileage,trendy

CBBE Pyramid

Brand Salience : Market leader in 2 wheeler industry, wide range of models.

Brand Performance : Powerful, bold design, contemporary styles, mid-high prices, lesser maintenance, high mileage.

Brand Imagery : Vibrant, fun, passionate, stylish, adventurous, ambitious.

Brand Judgement : Great service, value for money, Stylish, Innovative.

Brand Feelings : Exciting, esteem, pride, social-status.

Brand Resonance : High customer loyalty, high repeat purchase, sense of attachment, high resale value.

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Physique Stylish 2 wheeler with a feel of sports bike

Personality Charismatic, Sporty, Energetic, Attitude

Relationship Distinctive, Exclusive

Culture Daring, International, Thrilling

Reflection Glamorous, Achiever, Explorer

Self Image Winner, Above all, Brave

Brand Identity Prism

Brand Mantra

-Vibrant - Fun

- Passionate - Stylish

- Adventurous - Ambitious

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Hero Honda

Image

Sports

Negative

People

Performance

-Powerful

-Bold Design -Cricket

-Contemporary - Adventure

Styles Sports

- Mid-high prices -CWG

-Lesser -Reality

Maintenance Shows

-High mileage

-Adventurous -Not so good mileage

-Fun-loving -High price

-Mid-High income group

-Young teenagers

-Fashionable

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Research Analysis

Research carried out was descriptive and qualitative in nature.

For this research universe of the study can be all the people who use two wheelers for their use. But

the locale of the study is restricted to people in Delhi.

We have used non probability design sample for study and have selected the sample on the basis of

convenience.

Survey Method – Questionnaire and secondary research

A short questionnaire was floated online to friends and relatives and colleagues to know their views

about the Hero Honda as a brand and also their preference of two wheelers and the parameters that

help them make their purchase decision.

Sample size – 121 respondents from all age groups with no scrap entries.

Data Analysis:-

Analysis is the process of breaking a complex topic or substance into smaller parts to gain a better

understanding of it. Analysis is done in various fields including mathematics, economics, science,

computers etc

Out of all the respondents involved, 78% of them

were males and 22% were females.

Now people rated Hero Honda in one of the

five categories for the following eight parameters.

Categories were extremely good, very good,

good, cannot say and not good at all.

78%

22%

MaleFemale

24%

51%

18%7%

mileage

Extremely goodvery GoodGoodCannot sayNot good at all

19%

21%57%

3%

style


21%

19%48%

9% 3%

technology


27%

43%

22%

7% 2%

reliabilty


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10%

45%36%

3%5%

variety


19%

33%36%

9% 3%

powerful


32%

37%

23%

5%3%

maintenance


45%

44%

7% 4%

value for money


100 % people perceive Hero Honda as a Male Brand

85 % of them relate Hrithik Roshan with this Brand and 10 % relate others like Virendra Sehwag and

John Abrahim. This clearly associates strength, power and masculinity with the brand. It is also to be

noted that though company has many other brand ambassadors as well their association is weak. So,

from our viewpoint company is wasting resources by having so many celebrities as ambassadors

though it can do with one or two.

80 respondents said that the brand age would be from 18 to 30 years. Only 34 respondents said that it

would be between 30 and 50 and only 6 of them said it would be below 18 years of age. This shows

that company’s positioning is in sync with its target audience as people perceive it to be a young

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brand but at the same time it can be of disadvantage as older people may not be able to associate with

the brand.

This clearly indicated that youth is associated more with this brand which is a source of the energy

and enthusiasm and adventure.

48%

13%3%

37%

nature of brand

StylishSpendthriftMiserRuggedFamily oriented

6

80

34

brand_age

0 to 1818 to 3030 to 50above 50

83

37

brand_relationfriendFamily memberguideboss

83 respondents say that if hero Honda would have been a personality, it would have been like a friend

to them and 37 respondents said that it would have been a family member.

About the nature of the brand, majority perceives it as stylish and family oriented.

65% people say that hero Honda would wear black and 25 % say that it would wear Red thus

showing dynamism and endurance of the brand.

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Brand Personality Sketch

Hero Honda Bajaj Yamaha

Neutral

Exciting * * * * * * * Calm

Rugged * * * * * * * Delicate

Tense * * * * * * * Relaxed

Dominating * * * * * * * Submissive

Pleasant * * * * * * * Unpleasant

Organized * * * * * * * Unorganized

Youthful * * * * * * * Mature

Formal * * * * * * * Casual

Complex * * * * * * * Simple

Colorless * * * * * * * Colorful

Stylish * * * * * * * Boring

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Recommendations

1. Customer Empowerment: Since the company is already known for its contemporary design and style, it can take this strength level up by allowing customers to design their own bikes on their website. Company can develop new designs based on the ideas generated by users. This will not only provide connectivity with bike enthusiasts but also help in designing new products.

2. Technology focus: To come out with more innovative technologies like Bajaj did by developing DTSi technology and then make those technologies as a focus in there advertisements.

3. Bike Accessories: Company can leverage upon its existing brand name and enter into a new segment by offering various accessories like helmet, knee guard, handle grips, etc.

4. Consistent Celebrity Endorsement: As we found through our research, company has strong connect with Hritik Roshan only, may be because of the recent campaign, Hero Honda should instead of associating with multiple celebrities focus on building a strong connect with a single celebrity.

5. Customer Connect: Hero Honda can have a membership club for brand loyal customers where they can get free tips about their bike maintenance, can participate in various events organized by the company. It can also organize rallies and championships where members can participate.

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Annexure

Timeline for Hero Honda History: Milestones and Achievements

1983 Joint Collaboration Agreement with Honda Motor Co. Ltd. Japan signed Shareholders

Agreement signed

1984 Hero Honda Motors Ltd. Incorporated

1985 First motorcycle "CD 100" rolled out

1998 2,000,000th motorcycle produced

1999 New motorcycle model - "CBZ" introduced

2000 4,000,000th motorcycle produced

Splendor declared 'World No. 1' - largest selling single two-wheeler model

2001 New motorcycle model - "Passion" introduced

One million production in one single year

5,000,000th motorcycle produced

2002 Appointed Virender Sehwag, Mohammad Kaif, Yuvraj Singh, Harbhajan Singh and

Zaheer Khan as Brand Ambassadors

2003 Becomes the first Indian Company to cross the cumulative 7 million sales mark

Splendor has emerged as the World's largest selling model for the third calendar year in

a row (2000, 2001, 2002)

2004 Hero Honda became the World No. 1 Company for the third consecutive year.

Crossed sales of over 2 million units in a single year, a global record.

Splendor - World's largest selling motorcycle crossed the 5 million mark

Total sales crossed a record of 10 million motorcycles

2005 Hero Honda is the World No. 1 for the 4th year in a row


15 million production milestone achieved


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20 million production milestone achieved

2009 Hero Honda GoodLife Program launched

Hunk' (Limited Edition) launched

Splendor completed 11 million production landmark

New motorcycle model 'Karizma - ZMR' launched

Silver jubilee celebrations

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Questionnaire

Name: _____________________

Gender: Male Female

City/Town: _______________________

Which brand comes to your mind first when you think of two wheeler segment *

o Hero Honda

o Bajaj

o Yamaha

o TVS

o LML

o Other: _______________Which word comes first in your mind when you hear of the brand

Hero Honda : __________________

TVS : __________________

Yamaha : __________________

Bajaj : __________________

How do you rate Hero Honda overall as a brand?

o Extremely Good

o Very Good

o Good

o Cannot say

o Not good at all

How much importance do you give to each of the following factors affecting you purchase decision ? ( 1 being the least Important and 5 being the most important )

1 2 3 4 5Mileage efficient

StylishSuperior

technology

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ReliabilityVariety available

PowerfulMaintenance

requiredvalue for Money

Where do you think Hero Honda stands in terms of following parameters?

Extremely Good

Very Good

Good Cannot say

Not good at all

Mileage efficientStylish

Superior technology

ReliabilityVariety available

PowerfulMaintenance

RequiredValue for Money

Which celebrity do you associate with the brand Hero Honda: __________________

If Hero Honda is personality, according to you which gender does it belong: ________

If Hero Honda is personality, according to you which age group does it belong?

o Below 18

o 18 - 30

o 30 - 50

o Above 50

If Hero Honda is personality, according to you which color dress they usually wear ? *

o Red

o Blue

o Black

o Silver

o Other: ____________

If Hero Honda is personality, what relation do they share with you?

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o Friend

o Family Member

o Boss

o Guide/ Teacher

o Other: ____________

If Hero Honda is personality, according to you what would be the nature of this brand ? *

o Stylish

o Spendthrift

o Miser

o Rugged

o Family Oriented

Please rate the following brands on the grid for each parameter: Hero Honda, Yamaha, Bajaj

Two or more brands can have the same points for the same parameter.

Represent Hero Honda as H, Yamaha as Y, Bajaj as B

Neutral

Exciting * * * * * * * Calm

Rugged * * * * * * * Delicate

Tense * * * * * * * Relaxed

Dominating * * * * * * * Submissive

Pleasant * * * * * * * Unpleasant

Organized * * * * * * * Unorganized

Youthful * * * * * * * Mature

Formal * * * * * * * Casual

Complex * * * * * * * Simple

Colorless * * * * * * * Colorful

Stylish * * * * * * * Boring

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References

http://www.herohonda.com/media_archives.htm

The New Strategic Brand Management – Jean Noel Kapferer

Marketing Management – 12th edition – Phillip Kotler, Keller

www.wikipedia.com

www.economictimes.indiatimes.com

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Final Hero

Documents

Transcript of Final Hero