Hero honda - Presentation Transcript

1. PRESENTATION BY GROUP NO. 1 ON HERO HONDA

2. Two wheeler Industry

o Emerging in India -1940

o Growth slow in 1950-60-Nationalisation

o Market Share – 75%

o India -2 nd largest 2W market in world

3. History & Corporate profile of Hero Honda

o Hero Honda is a two-decade-old story, Joint-venture between Hero &

Honda(Japan co) in 1984.

o In 2001, for the first time achieved ‘World No.1’two-wheelermanufacturing

company.

o Now, Hero Honda Motors Ltd. is the world's largest manufacturer of two –
wheelers for nine consecutive years.

4. Contd….

o Today, every second motorcycle sold in the country is a Hero Honda bike.

o Every 30 seconds, someone in India buys Hero Honda's top-selling motorcycle –

Splendor.

o The company continues to lead both in the domestic two wheeler industry and
motorcycle segment, with the shares of nearly 48% and 59% respectively.

5. Contd….

o 1985- First 100cc bike

o 1988:- Was the No. 1 among all motorcycles in India.

o 1991:-National Productivity Council's (NPC) Award.

o 1992:-National Safety Award

o 2002:- Fastener World Established.

o 2006:-Hero Honda enters the scooter segment, launches 100cc "Pleasure

6. DIFFERENT PRODUCT LINE OF HERO HONDA

o Achiever

o Ambition 133, Ambition 135

o CBZ, CBZ Star, CBZ Xtreme

o CD 100, CD 100 SS, CD Dawn, CD Deluxe, CD Deluxe (Self Start)

o Glamour, Glamour FI
 o Hunk

o Joy

o Karizma, Karizma R, Karizma ZMR FI

o Passion, Passion+, Passion Pro

o Pleasure

o Street

o Splendor, Splendor+, Splendor+ (Limited Edition), Super Splendor, Splendor

NXG

7. Hero Honda’s Brand Development

o 1985- CD-100

o 1989- Sleek

o 1991- CD-100 SS

o 1994- Splendor

o 1997- Street

o 1999- CBZ

o 2001- Passion

o 2002- Dawn, Ambition

o 2003- CD- Dawn, Splendor+, Passion+, Karizma

o 2005- Super Splendor, CD- Delux, Glamour, Achiever.

o 2008- Passion PRO

o 2009-10- Karizma ZMR

Copyright 2007 by Prentice Hall

8. POSITIONING STRATEGY

o Men/Family :- strong, sturdy and powerful Motorcycle

o Women :- Great mileage, easy to maneuver, safe to ride, ease and comfort.

9.
o Brand Identity:-

o Brand identity is fundamental to consumer recognition and symbolizes the

brand's differentiation from competitors.

o Brand Strategy

o Product line Strategy

o The Range Brand Strategy

o Branding strategy:-
 o Repositioning strategy

Copyright 2007 by Prentice Hall

10. PROMOTIONAL STRATEGY

o Hero Honda and event sponsorships.

o Fill It. Shut It. Forget It Campaign.

o Hero Honda and Relationship Programs (Hero Honda Passport Program)

o Dhak Dhak Go Campaign

o Plan Har Gaon Har Aangan

o Celebrity Endorsements

o Why Should Boys Have All The Fun Campaign

11. Impact of the campaign

o Robust top line growth & bottom line performance

o 2) Reports 13 per cent volume growth, net profit after tax of 2231.83 Crores &
EBITA margin of 17.45% in 2009-10 a growth of 74.1%

o 3) To build a domestic two wheeler industry and motorcycle segment, with the
shares of nearly 48% and 59% respectively

12. A’S OF HERO HONDA

o Availability

o Affordability

o Awareness

o Acceptability

13. Sponsor ship

o Hero Honda Motorola Campus Rock Idols

o In 2004,Creating Brand Promotion through competition (inter college Rock Music

competition),Targeting the Youth mass.

14.
o Hero Honda Sa Re Ga Ma Pa

o In 2005

o Promoting through electronic media -Zee Tv

o Also through celebrities

o Targeting MASS population

15. Copyright 2007 by Prentice Hall

o MTV Hero Honda Roadies

o Focusing on youth Generation

o Adventurous

o Karizma promotion

o Targeting on boys & girls

16. Hero Honda Series IND vs AUS FIH world Cup 2010

17. Brand Promotion

o FILL IT. SHUT IT. FORGET IT

o DESH KI DHADKAN

18. Celebrity Endorsement

19. Why Hero Honda Splendor..?

20. Core Brand Values

o Reliability

o Constant Mileage

o Comfort Riding

o Reasonable price

o Low maintenance

21. Mileage Price Splendor + Super Splendor High Low Low High Splendor NXG

22. Mileage Price TVS Victor GLX Discover DTSI Super Splendor High Low Low High

23. Brand Extension

o Splendor Plus

o Super Splendor

o Splendor NXG

24. Splendor+ Super Splendor Splendor NXG Cost Rs. 45,000 Rs. 53,000 Rs. 49,000 Style
Simple Moderate New Generation Power 100cc 125cc 100cc Mileage 70 k m 55 K m 60 k m
Variants Spoke/Alloy/ Spl Edition Quantum core Spoke / Alloy.