Strategic Marketing

Hero Honda

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Contents

• Hero Honda – In the making

• STPD Analysis

• Integrated2 marketing communication

• Advertising

• Selling strategies

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Page NosChapters

Hero Honda - In the making

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Right Cost

Fuel efficient &

Affordable 4

Price levels and pricing policies is the major factor affecting revenue.

Pricing ProductEntry level: 27000-40000 CD Down ,CD Deluxe

Executive level: 40000-55000 Splendor, Ambition , Passion

Premium level : 55000 and above CBZ, Karizma

Kitne ki hai???

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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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Motorcycle brands Perceived benefits

Enfield Sturdy, good for long rides and high resale value

Hero-Honda Fuel efficient, high pick up and stylish

Kawasaki bajaj High pickup, sleek model

Scooter brandsBajaj chetak cub Fuel efficient, lifelong, high resale value

Kinetic Honda Electronic ignition, easy to ride, trouble free

U.S.P comparison with others

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It has a network of more than 3500 dealers all over the India with Advance

Technology Servicing Equipment.

This helps in after sales service.

The channel of distribution is a direct dealer network. A direct dealer is a

dealer who is authorized to purchase the product directly from the company

and sell.

Value addition

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Brand ambassadors- Hrithik Roshan

Yuvraj Singh ,Virender Sehwag, Priyanka Chopra.

The tag line of the hero Honda say’s “Hero Honda desh ki dhadkan”

We Care" campaign comprising safety riding.

Hero Honda sponsored many cricket Series.

Hero Honda introduce biggest CRM Programme ” Hero Honda Passport

Programme”

Little games they played

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STPD Analysis

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Basis for market segmentation

On the basis of consumer’s personal characteristics (non-behavioral

correlates)

On the basis of consumer responses (behavioral correlates)

Geographic

Demographic

Psychographic

Socio-economicLoyal status

Usage based

Benefits

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Targeting

Income: 1. Less than 1.5 lacs (CD Deluxe, Down) (Entry level) 2. 1.5 to 3 lacs (Splendor, Ambition) (Executive level) 3. Above 3.0 lacs (CBZ,Karizma ) (Premium Category

Generation Or Age: 1. 18 to 22 Age (CD Deluxe, Down) (For beginner ) 2. 22 to 35 Age(CBZ , Karizma ) 3. More Than 35 Age (Splendor, Ambition) Gender: 1. Man- All the bikes 2. Woman-Pleasure

Occupation: 1. Business (Splendor, Ambition, passion) 2. Student (CBZ,Karizma )

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Maintenance High Low

CostHigh

Low

KARIZMA ZMR

CBZ EXTREME GLAMOUR

HUNK

SPLENDOR

Positioning

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Reliable High Low

ResaleHigh

Low

Positioning(With Competitors)

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Differentiation

Different variants of different models.

Moderate success.

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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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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 rural sales executives. The happy customer. 30 financial tie ups. 7500 villages covered every

monthDoordarshan

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Advertising

Karizma (premium segment) comes with the punch line, “Always game”

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

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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Selling Strategies

Wide price range starting from 36k to 110k

First six service free

Once in a year free check up for Hero Honda bikes from

authorised service station

Various schemes for government and military employees

Consistent launch of variants in the same models

Wide range of colours available in each categoryContd..29

Contd.

Vast network of more than 2100 committed Dealers and

Service outlets spread across the country

Pay Rs. 250/- and get 3 year of insurance and 3 years

membership of Hero MotoCorp

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Sales Promotion

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Attraction of Hero bikes

Good resale value

6 free services

3 years warranty

Dual tone colors in some models

Alloy Wheels, Disk Brakes and Self 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

Bikes available at CSD CD Deluxe Splendor+ Super Splendor (drum self) Glamour (drum brake) Achiever (drum brake with visor)

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Than

k

You!!

Pushkaraj Gaikar 201037

Sugourav Goswami 201046

Aditya Govilkar 2010

Amit Gawande 2010

Shrihari Gupta 201049

Presented by:

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