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HERO HONDA MOTORS LTD.

HERO HONDA KARIZMA


HERO HONDA MOTORS LTD.

The joint venture between India's Hero Group


and Honda Motor Company, Japan has not only
created the world's single largest two wheeler
company but also one of the most successful
joint ventures worldwide.
During the 80s, Hero Honda became the first
company in India to prove that it was possible to
drive a vehicle without polluting the roads. The
company introduced new generation
motorcycles that set industry benchmarks for
fuel thrift and low emission.
Over 19 million Hero Honda two wheelers tread Indian
roads today. These are almost as many as the
number of people in Finland, Ireland and Sweden put
together!
Hero Honda has consistently grown at double digits
since inception; and today, every second motorcycle
sold in the country is a Hero Honda.
Hero Honda bikes currently roll out from two
globally benchmarked manufacturing facilities based
at Dharuhera and Gurgaon in Haryana. These plants
together are capable of churning out 3.9 million
bikes per year. A third state of the art manufacturing
facility at Haridwar in Uttranchal will soon be
commissioned to cope with sustained customer
demand.
HERO HONDA’S MISSION
Hero Honda’s mission is to strive for synergy between
technology, systems and human resources, to produce
products and services that meet the quality, performance
and price aspirations of its customers. At the same time
maintain the highest standards of ethics and social
responsibilities.

This mission is what drives Hero Honda to new heights in


excellence and helps the organization forge a unique and
mutually beneficial relationship with all its stake holders.
HERO HONDA’S MANDATE

Hero Honda is a world leader because of its excellent


manpower, proven management, extensive dealer
network, efficient supply chain and world-class products
with cutting edge technology from Honda Motor
Company, Japan. The teamwork and commitment are
manifested in the highest level of customer satisfaction,
and this goes a long way towards reinforcing its
leadership status.
Hero Honda's extensive sales and service network now
spans over 3000 customer touch points.
Hero Honda values its relationship with customers.
Having reached an unassailable pole position in the
Indian two wheeler market, Hero Honda is constantly
working towards consolidating its position in the market
place.
HERO HONDA KARIZMA

Hero Honda Karizma was the first real sports bike in


India. The bike addresses to those who have a
passion for speed and styling and head-turning
looks. It has 17 ps power thrust and picks up 0-60
in 3.8 heart-stopping seconds. The bike is based
on power and styling. Disc breaks and Mag
wheels makes Karizma the safest jet on the road.
STRIKING FEATURES

 4-Stroke 16.8 bhp @ 7000 rpm 223 cc


 Style
 Sporty position of the seat
 It stands on its feet even at speeds
reaching up to 130 kmph
 Fuel Efficient
S.W.O.T. ANALYSIS OF
KARIZMA
STRENGTHS
• It’s speedy and looks sporty
• Karizma is the First bike in India launched under Sports Bike Segment.
• Loyal Customer Base: In the past four years, Karizma has been
successful in building up a good and loyal base among its customers.
• After Sales Service: Till today, customers are satisfied with the after
sales service provided by Hero Honda for this particular product.
• Refinement, comfort, great handling and that much-sought-after big
bike feel are all available on the Karizma.
• Brand Recall: the name Karizma itself is a metaphor to its success. The
brand Karizma has given a good platform to this product in the Sports
Bike Segment.
WEAKNESS
• • High Maintenance: The maintenance of Karizma is
high as compared to its biggest competitor Bajaj
Pulsar 200cc and 220cc.

• Fuel Efficiency: The pulsar 200cc offers an


impressive mileage of 38.3kpl in city and 42.4kpl in
highway against the Karizma offers only 30kpl in city
and a decent figure of 45kpl in highway.

• Less Promotion: the promotions and ads of


Karizma are very less as compared to its
competitors.
OPPURTUNITY
• If Hero Honda comes up with the idea of
changing some features of Karizma,
like self canceling indicators, soft
touch handle bar and digital
speedometer, it will help them to boost
up the sales of Karizma.

• If they are able to improvise the fuel


efficiency of Karizma, it will be a golden
opportunity to take over the market.
THREATS
• The major threat faced by Hero Honda Karizma is
from Bajaj Pulsar, who has always been the market
leader in the 150 plus segment with 60% market
share.

• Karizma’s strong competitors Bajaj and TVS, in 150


cc plus segment, already posses certain features
like self-controlling indicators, soft touch handle bar
which Karizma lacks.

• The competitor Pulsar 200cc has already come up


with oil cooled engine which delivers maximum
power. This is again a major threat to Karizma.
4 P’s OF MARKETING

• PRODUCT
• PRICING
• PROMOTION
• PLACE
PRODUCT
DESIGN, ENGINEERING AND INTERIORS
Hero Honda has taken a lot of styling cues for this bike from
Honda’s old model VFR 800, the Japanese giant’s legendary
and largest selling superbike. Similarities are visible in the
alloy die-cast wheels, the tailpiece, the front indicators, the
fairing, the silencer unit, seat, panel shapes and instrument
binnacle. Even the way Hero Honda has painted parts of the
side panels silver to look like exposed aluminium frame
sections, reminds one of the genuine thing on the VFR.
Fit and finish is excellent and no less than the high standards we
have come to respect Hero Honda for. Crafted an aircraft-type
fuel filler cap onto the tank. The amber backlighting for
instruments is exciting. Being connected directly to the battery,
all lights and instruments work independently of the rpm of the
engine, and are a boon at night.
COLOUR

• Candy Blazing Red


• Sparkling Silver
• Turquoise Blue
• Moon Yellow
• Pearl Composed Red Black
• Myth Gold Metallic
BRANDING
BRAND NAME: KARIZMA
In Hindi, “KARISHMA” means “something inexplicably
magical”. In English, “CHARISMA” (pronounced
Karizma) means “the ability to inspire followers with
devotion and enthusiasm”. The way this bike has turned
out to be, it is probably both. The monogram of Karizma
itself is very attractive and eye catchy because of the
color.
The company has tried to attract the customers by
changing the graphics of Karizma which represents the
bike’s cutting edge imagery of being racy.

International styling graphics with a pronounced `R’ on


the tank and an asymmetrical one on the visor in
keeping with the latest international trend.
PRICING

The new Karizma will also continue to be


priced at almost the same level as the
previous version, with on-road prices for the
regular variant working out to Rs 79,000-
80,000. The special edition variant with red
mag-wheels will be costlier by about Rs
1,000.
PROMOTION
ADVERTISMENT
A fighter plane is on a regular sortie when the pilot
notices a moving object. Zooming his camera, he
captures a bike cruising at high speed. Informing the
control tower, the pilot dives in for a closer look.
The bike gathers speed and enters a tunnel to beat
the fighter aircraft. Reaching the air-base, the rider
meshes with the staff as they examine the images of
the motorcycle, unaware that its owner is amidst
them.
HERO HONDA KARIZMA
JET SET GO
“This super bike will surely match my super hero
image,” Hero Honda brand ambassador Hrithik said,
as Hero Honda Managing Director Pawan Munjal
handed over the keys to the star.
The all-new-Karizma has been created by the Hero
Honda’s research and development team to mark the
company’s highest-ever sales of over 3.03 lakh units
in May 2006.
Celebrating its milestone of rolling out 15 million bikes,
two-wheeler major Hero Honda, presented a tailor-
made ‘all-chrome Karizma’ motorcycle to Bollywood
star Hrithik Roshan.
The customized all-chrome Karizma truly befits our
brand ambassador and style icon Hrithik Roshan,” Mr
Pawan Munjal said. Group Chairman Brijmohan Lall
Munjal said, entertaiment and sports are everyone’s
favourites. Though, they are not physically involved in
sales, celebrities help in promoting the product, he
said.
PLACE
CHANNELS OF DISTRIBUTION

As a company, dealers play a major role in serving customers,


while growing and sustaining markets. Hero Honda has a
network of more than 3500 strong and dedicated Authorized
dealers. A network that has helped Hero Honda’s name and its
promise of reliable quality to every part of the country. The
power of this highly efficient and motivated network goes a
long way to create goodwill for Hero Honda brand among
countless consumers besides creating availability and after
sales services.
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.
THANK YOU
PRESENTED BY

BHARAT BHANDARI
PRATEEK SHARMA
TOSH KUMAR KESHRI

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