INTEGRATED MARKETING COMMUNICATION

PRESENTED BY- VARUN BHATIA VARUN KALIA SURINDER JAIN TRIPT TANEJA

GOURAV MUKHIJA

Driven By The Trust Of Our Customers

INTRODUCTION

•Hero Honda Motors Limited, based in Delhi, is the world's Largest manufacturer of motorcycles .

•A joint venture that began in 1984 between the Hero Group of India and Honda of Japan.

•Hero Honda's Splendor is the world's largest selling motorcycle.

•Total unit sold in year 2009-10 is over 4.5 million.

FACTS Type : Public company BSE:HEROHONDA MFounded: January 19, 1984 in Gurgaon,Haryana, IndiaHeadquarters : New Delhi, IndiaKey people: Brijmohan Lal Munjal (chairman & founder)

Toshiaki Nakagawa (joint managing director)Pawan Munjal (CEO)Industry: AutomotiveProducts: Motorcycles, ScootersRevenue: U$ 2.8 billionWebsite: www.Herohonda.com

HISTORYHero Honda is world’s third largest 2-wheeler maker. “THE LICENSE RAJ” : Customers in India were forced to

wait 12 years to buy a scooter from Bajaj. In the mid-1980s, Foreign companies permitted to

enter the Indian market through minority joint ventures.

Four Indo-Japanese joint ventures: Hero Honda, TVS Suzuki, Bajaj Kawasaki and Kinetic Motor Company (Kinetic Honda)

The 2006 Forbes 200 Most Respected companies list has Hero Honda Motors ranked at 108. 

COMPETITORS

FORGET THE 4 PS…THINK OF 4 CS

• Forget product…study consumer wants and need.

• Forget price…understand the consumer’s cost to satisfy that want or need.

• Forget place…think of the consumer’s convenience to buy.

• Forget promotions…the word is integrated market communication.

MARKET SHARE OF MOTORCYCLES IN INDIAN MARKET

Hero HondaBajajTVSYamahaLMLKineticRoyal EnfieldMajetic

MODELS•Hero Honda Ambition 133,135•Hero Honda CD 100,CD SS, CD Dawn•Hero Honda Splendor , Splendor+ , Super Splendor, Splendor NXG•Hero Honda CBZ , CBZ Xtreme•Hero Honda Passion , Passion+ , Passion Pro•Hero Honda Karizma•Hero Honda Hunk•Hero Honda Pleasure•Hero Honda Glamour

INTEGRATED MARKETING COMMUNICATION

-WAY TO SUCCESS

•Fuel efficient to marketing-led organization

•Advertising campaigns

•Product refreshes

•Brand health

Emotional Branding

Segmentation and sub branding

KARIZMA ZMR

GLAMOUR

SPLENDOR NXG

BIKE FOR ALL!!!

Rs.37000.00 to Rs.95000.00

Youngistaan....

Just 4 her.....

Fill It Shut It Forget It

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

Advertising• Discarded product categorization on the basis of engine size

• Product differentiation was the key

• Avoided customer confusion of products

• 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”

Types of AdvertisementsCelebrity Advertisements….

Brand endorsers- Virender sehwag, saurav ganguly, priyanka chopra, Hrithik roshan, Rajyavardhan rathore.

Types of AdvertisementsPrint and Outdoor Advertisement…

Types of AdvertisementsCovert Advertisement…

Mujhe Kuch Kehana hai – CBZGavaskar Border Trophy – “Man Of The Match” Hero Honda Bike

Types of AdvertisementsPublic service advertisements• “DESH KI DHADKAN” has truly capture the

Indian hearts, minds and souls....

Types of AdvertisementsBroadcast advertisements

HERO HONDA ROADIES 5.0•Immense fan following on twitter, face book, orkut .•It has approx. 1.25 lakh fan followers on face book.

Hero Honda SA RE GA MA PA

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 company service station.

• Good resale value.• Various schemes for government and

military employees.

Sales promotion

• Large product portfolio starting from 37k to 95k

• Consistent launch of variants in the same models

• Wide range of colours 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

Sales promotion

Hero Honda Passport ProgramCash incentive program

Sales promotion cont…

CSD“TOUGH MEN, TOUGH BIKES FROM THE WORLD’S NO 1 TWO WHEELER COMPANY.”

Availability on all CSD area depot, anywhere in the.

All commissioned officers / staff - either recountry at CSD pricetired or currently serving in the Indian Army, Navy or Air Force - can avail of this facility.

CORPORATE SALESSingle window processing for delivery at multiple locationsNo running around for documentationAttractive finance optionsHero Honda passport unique CRM programBulk incentive scheme

DGS&DSale to any Govt. Depts.. is done through DGS&DEnsures quality Negotiate with manufactures

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".

COMMUNICATION STRATEGYThe Objective

Enhance the image of HERO HONDA as most preferred bike of India.

The Goal

Connect with the target group as a unique lifestyle and personality brandThe Task

To be present at almost every touch point with the communication target group

The Challenge

To break the clutter and communicate the Brand message

CREATIVE ADVERTISEMENT

Media Habits: find out habits and decide advertising

I find the newspap

er supplements really

worth reading

53%

I read a newspape

r most days60%

When I need information

the first place I look is the internet

37%

I listen to the radio every day

31%

I am a TV addict45%

I am a regular cinema

goer27%

40%

30%

15%

5%10%

Newspaper &MagazinesT.VExhibition &EventRadioDirect Marketing

SUGGESTION FOR BUGET ALLOCATION

Corporate Social Responsibility

Sustainable Enterprise/Vocational TrainingThe Green Supply ChainGreen RoofConserving energySafe manufacturing Green technology “We Care about How”

THANK YOU