Hero Honda - way to success
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13-Sep-2014 -
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Transcript of Hero Honda - way to success
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Integrated Marketing Communication
Hero Hero HondaHonda
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Cohesive Approach
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Hero Honda - In the making
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Right Cost
100 cc motorcycle
Fuel efficient &
Affordable
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Hero Honda-The Market Leader
Over 56 percent of market share in 2009
Over 25 million consumer base
Over 3500 touchpoints
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Integrated marketing communication-way to success
• Fuel efficient to marketing-led organization
• Advertising campaigns
• Product refreshes
• Brand health
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Emotional Branding
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Segmentation and subbranding
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Bike for all
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Youngistaan
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Just 4 her.....
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Fill It Shut It Forget It
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Har gaon, har angan
• 500 men• 3 two months long
waves• additional sale of
15,000-16,000 motorcycles through each wave
http://www.idrive.in/tech/framed/unique-Marketing-Strategy-of-Hero-Hond
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Advertising
o Discarded product categorization on the basis of engine size
o Product differentiation was the key
o Avoided customer confusion of products
o Karizma (premium segment) comes with the punch line, “Always game”
o The ad for the premium segment Hunk doesn’t talk of speed or power at all —
the focus is on the looks even while standing
o The CBZ Extreme comes with the promise, “Thinking is such a waste of time”
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Types of Advertisements
Celebrity Advertisements
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Types of Advertisements
Print and Outdoor
Advertisement
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Types of Advertisements
Covert AdvertisementMujhe Kuch Kehana hai – CBZ
Gavaskar Border Trophy – “Man Of The Match” Hero Honda Bike
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Types of Advertisements
Public service
advertisements• “DESH KI DHADKAN”
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Types of Advertisements
Broadcast advertisemensts• HERO HONDA RODIES
• HERO HONDA SAREGAMAPA
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Personal selling • Wide price range.• Each product with multiple optional features.• Experience speaks.• First six service free• Once in a year free check up for hero honda bikes from authorised comapany service station.• Good resale value.• Various schemes for goverment and miliatry employees.
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Print Advertisements
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Outdoor Advrtisements
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Personal Selling
Wide price range.
Each product with multiple optional features.
Experience speaks.
First six service free
Once in a year free check up for hero honda bikes from authorised comapany
service station.
Good resale value.
Various schemes for goverment and miliatry employees.
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Sales Promotion
• Large product portfolio starting from 37k to 95k
• Consistent launch of variants in the same models
• Wide range of colors available in each category
• Vast network of more than 2100 committed Dealers and Service outlets
spread across the country
• Festive offers- Rs 1000 discount with free accidental insurance
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Sales Promotion
Cash incentive program
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Sales Promotion...contd
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Pleasure promotional features
• 6 free services• 2 years warranty• 9 shades of color• Dual tone• Auto start
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CSD
• Choose bike of your choice at a considerable lesser price i.e. at CSD price anywhere in India
• Who can book?– All commissioned officers / staff -
either retired or currently serving in the Indian Army, Navy or Air Force - can avail of this facility
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Finance and insurance
– Insurance bank
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Direct Selling
Helpful staff
2100 authorized dealers Concentrated on brand rather than offering discountsHero Honda hasn't been offering
discounts since two years. Now with the competition heating up, would we see discounts
coming back?
For us competition never cooled down. There have been launches by our competitors, some
successful, some not. I don't see competition dying down, and we stay true to our strategy --
no discounting of products. A consumer's primary consideration is the brand, which is the
biggest differentiator. They will not pay attention to smaller considerations like Rs 1,000 off
or a better interest rate etc.
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Press Release
New Delhi, October 21, 2008: Hero Honda Motors Ltd (HHML), the world's largest two-
wheeler company for seven consecutive years, today firmly reiterated its undisputed
leadership in the domestic two-wheeler market.
Hero Honda passes on excise duty cut benefit to customers reduces prices on all models,
ranging from Rs. 1000/- to Rs. 2400/-sales 265,431 units of two-wheelers in February
Hero Honda has already rolled out its festive season initiatives, with the launch of four new
models – the all-new "Passion Pro" and three refreshes of its existing models - new CBZ X-
treme, a self–start version of Splendor NXG and the refreshed Pleasure.
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Press Release
Celebrating its 25th year, Hero Honda released an innovative music video in the month of
September. Titled "Hero Honda Dhak Dhak Go“
Hero Honda recently won two very coveted awards - "The Most preferred Brand of two-
wheelers" award at the recent CNBC Awaaz Consumer Awards 2008, and the "NDTV Profit
Business Leadership Award".