Hero The Super Brand

8/8/2019 Hero The Super Brand

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Hero The Super Brand

Globally, a select few,exceptionally powerful

brands, arerecognized as SuperBrands. Some of theIndian brands have

made it into thisunique hall of fame,and amongst thatcoveted group

features Hero Cycles.More

Quality : The DrivingForce

At Hero Cycles, qualityis a tradition, be it inthe form of welltrained labour,

technically superbmachines or worldclass quality.

More

Global Gearing

Today Hero Cyclesis one of the

handful companiesin India which canboast of the globalscale of

operations, not just in size orsuperiortechnology, but

also its innovativemarketingstrategies.

More

Reigning theGlobe

Around theclock, every 9seconds 1 cyclerolls out from

the Hero plant

More

Innovation

Taking upon ‘Novelty’

itself as a competitor,the Hero Cycles, has

been always strivingfor perfection and

innovation in everyaspect of their

dealings. More

Promotions

The brand has used

celebraties - includingfilm stars Sanjay Dutt,

Rani Mukherjee,Hrithik Roshan and

Ameesha Patel. Thelatest is India’s new

bowling sensation,Irfan Pathan who hasalso been a real lifeHero cycle user

More

BuildingRelationships

At Hero, it’s

always believedthat there is much

more to life than just business. As a

company with aheart, it hascertaincommitments

towards itsemployees, thesociety and thenation.

More

SocialResponsibilities

Hero Cycles

has fulfilled itssocial

obligation. Itruns Schools,

Colleges,Hospitals,Heart ResearchFoundations,

Mobile MedicalVans,maintainsParks,

Quality : The Driving Force

At Hero Cycles, quality is a tradition, be it in the form of well trainedlabour, technically superb machines or world class quality. Theconformance to quality at Hero begins on shop floor, with every

worker ensuring at each stage manufacturing, that only perfectproduct passes through his hands. Hero’s production department too

believes in following the zero-defect approach and continuousupgradation of its manufacturing systems. The marketing and

operations teams are also constantly creating new and effectivestrategies using modern management techniques. And finally, everyHero cycle goes through a series of rigorous quality checks before itleaves the factory. No wonder, Hero is in proud possession of ISO-

9001, ISO-9002 & BVQI certifications and also ISO 14001,environmental compliance endorsement from the Ministry of

Environment.

Constant quality upgradation ensures that the company stays in theglobal mainstream and maintains its edge, through excellence. A

technology tie-up with National Bicycle Industries of Japan led to thelaunch of the ‘World 1’ series of cycles, besides introduction of new

frame designing and features like- A-frame, D-frame, Y-frame, Swanshaped frame, speedometers & indicators among others.



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HERO : The Super Brand

By definition, a Super brand offers consumers significant emotional and physicaladvantages over its competitors, which consciously or subconsciously

consumers want, recognize and are willing to pay a premium for. A Super brandcannot be substituted. It is part of our li fe. It has become one with us.

In the morning, we want a familiar flavour of tea, brush with a familiartoothbrush, using a familiar taste of toothpaste. The soap we use has a familiarsmell. The shaving cream and the shaving razor are familiar and so is the tang

of the aftershave. And so through the day, we reach out for familiars.

In a departmental store, we go to familiar sections and shop for familiar brands.When a new one appears in the racks, we stop and look at it suspiciously.

Often, we postpone the decision to try a new for another day, another time.When a brand embeds itself into our lives and we are willing to go to next shop,

to look for it, we are no longer looking for a brand. We are searching for aSuper brand.

What makes a Super brand? Own the years, the Indian market place has beenwitness to the emergence of a wide variety of Super brands. Many have

followed the ‘Standard rules’ of becoming a Super brand : great product energyto exploit the market, relevance to consumer needs of wants, edge in business

technology, superb distribution and superbly chain and consistent quality. It is aleap from branding to brand leadership.

Considered as " Oscars of Branding ", in 25 countries of the World, the SuperBrands in India were bought by the finest marketing guru of all times Late

Shunu Sen and the unbiased rating agency ‘Super Brands India’ is now headedby Mr. Anmol Dar and includes the most powerful brains in the world of

marketing and advertising in India - Mr. Dilip Sehgal, Mr. KMS Ahluwalia, Mr.

Mike Khanna, Mr. Nabankur Gupta, Mr. Piyush Pandey, Mr. Raghav Bahl, Mr.Sunil K Alagh, Mrs. Tara Sinha and Mr. Yogi C Deveshwar, besides others.

Globally, a select few, exceptionally powerful brands, are recognized as SuperBrands. Some of the Indian brands have made it into this unique hall of fame,and amongst that coveted group features Hero Cycles. Super Brands are

actually the big ideas which provoke us to explore the realms of our dreams andinspire us to live satisfying life styles. Anchored in omnipotent consumer

insights, the super brands go beyond mere functional promises as they triggerdeeply embedded emotional chords.

Hero Cycles has been one of the most progressive and dynamic brands for thedecades now. More than 3200 dealers, 4800 employees and more than 9.6

Crore satisfied customers, have directly or indirectly, endeavoured tirelessly tomake Hero Cycles a phenomenal success and are the true guardians of this

brand.

Ambitions, belief, empathy and a strong culture of sensitivity are at the heart of Hero Cycles brand. Each of these values is reflected in the company’s products,

its communication and its dealings with suppliers, employees, dealers and

customers. Be it company’s environment friendly manufacturing processes orthe brand initiatives for the lower income customers, leadership is all about

capturing the hearts & minds of the people- the way a true Hero always does.Exit

Global Gearing

Heroes moving the GlobeToday Hero Cycles is one of the handful companies in India which can boast of the global scale of operations, not just in size or superior technology, but also

its innovative marketing strategies. True to its leadership stature, Hero has notonly achieved a volume of production that can be matched by no other cycle



manufacturer in the world, but has also started exporting bicycles to countrieslike US, Germany and Japan, which is a manifestation of Hero’s quality and

marketing capability. Hero’s forays into the overseas markets pioneered theIndian export in bicycle segment as early as 1963. While initial exports were

restricted to the Africa and the Middle-East, today more than 50% bicycleexports meet the demands of sophisticated markets in Europe and America.

Indeed, to dare to explode from a small town of Ludhiana to world’s best andhousehold name in 89 countries, it has Herculean task by any standards.

This Super Brand has still a long way to go but there is no hurdle too big and noaccomplishment permanent as this super brand thrives on the philosophy that

Heroes in the market-place are the ones, who forge strong relationship by being

relevant, constant and persistent, ...the True Heroes - in spirit and in form.Exit

Innovation

Born out of PassionThe ore goes into fire only to shed off its impurities. Similar is the man whose

virtues shine when he is tried by the fire of life. Taking upon ‘Novelty’ itself as acompetitor, the Hero Cycles, has been always striving for perfection and

innovation in every aspect of their dealings. The pursuit to innovate is endlessat Hero, so much so that ‘innovation’ has become a buzz word in Hero premises.

Hero Cycles has been able to use changes and new trends to its advantage byidentifying emerging need gaps and expanding its product portfolio to appeal to

different kinds of customers. In its endeavour to keep a step-ahead of times,Hero’s most advanced & modern R & D department continuously creates

innovative products having functional attributes & aesthetics, meeting theaspirational needs of its proud customers around the globe. As a result, Hero

Cycles was able to launch several new concepts and models in bicycles like theMountain Bikes, Racer Bikes, Dirt Terrain Bikes & D-frame bikes besides

creating a variety of cycles for different user segments and sub-segments –including women and children, students, adventure seekers, labourers, city

customers and fitness conscious. Rolling out nineteen new models in just oneyear, itself speaks volume for Hero’s emphasis on innovations & designs.

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Promotions

Until 1986, the company had no need for mass communication. But ascompetition started growing, Hero Cycles begun to feel the need for creating

lasting impression on the customer’s mind. In the mid 1980s Hero wasperceived to be the manufacturer of the basic black bicycles. The company

required an image change. It needed to communicate to customers the vastportfolio of products that it had, particularly in the recreational segment. The

launch of innovative products and their use as image builders happenedsimultaneously. Since 1986, the communication strategy has been to build each

product separately and create a unique positioning for them. In this way theRanger was positioned as the bike for outdoor fun, Impact was the preferred



choice among city riders and Jet was projected as the lightest running roadsterwhile Hawk was the racer’s edge. Each of these launches and their promotion,

gave the Hero brand a new meaning. The brand has also used celebraties -including film stars Sanjay Dutt, Rani Mukherjee, Hrithik Roshan and Ameesha

Patel. The latest is India’s new bowling sensation, Irfan Pathan who has alsobeen a real life Hero cycle user.

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Building Relationships

At Hero, it’s always believed that there is much more to life than just business.As a company with a heart, it has certain commitments towards its employees,

the society and the nation. Though growing incomes, changing life styles andavailability of cheap customer finance has changed the market scenario

enormously, Hero believes that cycles can still be the driving force of the ruraleconomy. By introducing the loan facilities under ‘Hero Cycle Loan Yojana’

through Corporation Bank and Oriental Bank of Commerce, Hero Cycles hasenabled low income customers to purchase cycles on easy terms.

Commitment to its employees is just as important as commitment to thesociety. All efforts are taken to make sure that employees are provided the best

working conditions as work culture at Hero revolves around the philosophy-if there’s one way to work, it’s with the heart. At Hero Cycles, there is a strong

affinity towards building the relationships with employees, workers, vendors anddealers. Job security, growth opportunity and respect are the unspoken, yet

understood components of every man’s package who chooses to work within thefold of Hero family. It is quite common to find two generations of the same

family working together in the company, or the workers sharing their skills withother family members and passing on finest training to each other. It goes

without saying that people at Hero are its largest investment and easily thelargest asset.

At customer front too, Hero’s perception of customer relationship management(CRM) does not end with merely meeting their expectations and aspirations or

by ensuring complete customer delight by overnight turnaround of customercomplaints, but it goes several steps beyond that horizon. The company

believes in delivering value to the customers even before they feel the need.This has helped Hero Cycles develop immense brand loyalty and customer

satisfaction. Like a true Super Brand, Hero has been able to attract the respectand awe of not only its users, but also those who are directly or indirectly

exposed to it.

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Social Responsibilities

In this way, the company has fulfilled its social obligation. Charged with theirmission nationalistic fervor, the Hero Group has always been actively involved inSocial and Medicare activities, such as providing medical facilities for the underprivileged, Hospitals, Heart Research Foundation and Mobile Medical Vans. Hero



also runs schools and colleges, maintains parks and public facilities.

Hero The Super Brand

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