B ra n d

HP re
E RsOe nH ta
O Ntio
D nA
HUNK

By : Kush Rai
Deepak Nanda
Advertising Agency
Q -6
 Agency Profile:


• P ro v id e s breakthrough strategy an
 programming that delivers valuable
 results to our clients.


• Clients hire us to win.


O b je ctiv e & M issio n
 Q-6 builds brand equity and
protects reputations during the
highest-stakes global
E sta b lish e d in th
 communication e y e a r 1 9 9of
challenges 6 . the
O ur
m issio age.
digital n is n o t ju st to p ro v id e
se rv ice s to y o u b u t in n o v a tiv e
A d v e rtisin g so lu tio n s in b u ild in g
th e a fflu e n t im a g e in y o u r
co n ce rn e d in d u stry .
 Clients & Services
 We are serving the both Public &
Private sectors from several
years.


 We have clients like Rasna, Hero

Honda, Vaseline MEN, HUL,
ICICI, NTPC, SBI…
 Market Scenario
•
• The two-wheeler market in India -
biggest contributor to the
automobile industry - size of
 Rs.100,000 million.
•
• The two-wheeler market in India - 3
types of vehicles - motorcycles,
scooters, and mopeds
•
• Prediction segment expansion : 20
million units per annum in 10 yrs -
• Increase in the Indian market
size =
 Bad Roads + technical
innovation (mileage)


• India, is the second largest

producer of two-wheelers in
the world


• The country stands next to

 Factors affecting Two-wheeler
sales in India
•
• Increase in credit and financing for
auto
 vehicles i.e. Two-wheeler loans
and financing has been on the rise


• Fuel Efficiency
 

• Due to opportunities offered by

multinationals the incomes of
individuals have increased


• Delay in initiation of Mass Transport

Automobile Industry in
India
 Key Players
Major Players :


• Hero Honda Motors Ltd (HHML)



• Bajaj Auto Ltd (Bajaj Auto)



• TVS Motor Company Ltd (TVS).

 Other Players
• Kinetic Motor Company Ltd
(KMCL)


• Kinetic Engineering Ltd (KEL)



• LML Ltd (LML)



• Yamaha Motors India Ltd

(Yamaha)
• Majestic Auto Ltd (Majestic Auto)


• Royal Enfield Ltd (REL)



• Honda Motorcycle & Scooter

India (P) Ltd (HMSI)
 New Entrants
• BMW


• Harley Davidson


• Mahindra
 Hero Honda
• The company is a joint venture
between India's Hero Group and
Honda Motor Company, Japan
that began in 1984. 


• Hero Honda Motors Ltd. is the

world's largest manufacturer of
two – wheelers, based in India.


• Three Manufacturing plants at

Dharuheda, Gurgaon and latest
at Haridwar  
• In India - Hero Honda Splendoris
the top-selling
motorcycle .


• Bikes ranging from 100 cc bike

(Splendor) to 225 cc Karizma


• Bikes like CBZ, Glamour, CD

Deluxe, Passion,

Achiever, HUNK also in the
• Total turnover of Rs. 5161.66
crores for the third quarter
(October-December 2010) of
FY’11


• It shows the growth of over

34.44 per cent over the
corresponding period in the
last fiscal (October-December
2009) of FY’ 10.
Market share of Hero
Honda
Latest sales figure of
bike manufacturers
Hunk
NEW Hunk
 All new Muscle HUNK
• Launched in 2007
• Was launched in 150 cc category
• Has stiff competition with Pulsar
150, Apache, Unicorn
• Is being re-launched with some
technical advancements.
•
•
 Brand Personality
• All new MUSCLE HUNK gives it a
Macho image


• All Raised Rear fender gives an

image of a leopard which signifies
speed and ferociousness


• Large fuel tank, dazzling head light

with dashing visor gives an image
of a bull which symbolises Power,
Strength and Vigour
• Logo of the brand is bull


• Tagline “No one messes with it”

gives an aggressive image


• Stylish and cutting edge

technology
•
 Target Group

• Youth aged
between 19-30
years of age
• Aspirational
Psychographics/Attribu
tes
• Macho personality
• Adventurous
• Sporty
• Loves to work out
• Likes to get attention
• Strong determination
• Watches WWE, F1, RUGBY..
•
•
• Balanced
• Aesthetics
• Reliable
• Wild
• Free spirited
• Aggressive
• Hard rock listener
 Demographics

• Age – 19 to 30 yrs
• Male
• Graduation students
• Post Graduation student
• Employed bachelors
•
•
•
 ?
Problem
child
 S.W.O.T
 Strength :
• Stylish looks
• Better Mileage
• A fuel efficient and powerful
Advanced Tumble Flow
Induction (ATFI) Technology
engine
• Gas charged, adjustable rear
shock absorber, for first time in
• It has a stepped seat and rear
set foot pegs, which gives the
rider a sporty stance without
sacrificing comfort


• Pick-up is good as compared to

other 150 cc bikes


• Low maintenance
•
 Weakness
• No kick start model available in
the market
• Positioning of the brand
 Connect = ?
 Visibility

 Opportunity
• Brand name of Hero Honda
• Brand extension to 180 cc to
complete with pulsar 180
• Growing Two-wheeler market in
India
• Exports
•
 Threat
• Internal competition from other
bikes from Hero Honda
• External competition from Pulsar
and Apache
• Pulsar 180 cc available for Rs.
2000 more
 Comparison Table
Particulars Hunk Pulsar 150 Apache 160
rtr
Mileage 45 - 50 km / L 40 - 46 km / L 40-45 km/l

Engine 14 . 2 Ps @8500 14 . 09 Ps at 15 . 2 @8500RPM

rpm and 8500rpm and
powers 12 . 98 12 . 76 torque
Nm torque at at 6500 rpm
Maintenance Low
6500 rpm High Nominal costs
cost maintenance maintenance
Weight cost
150 kg cost
145 kg 136 kg

Price Rs. 73,000 Rs. 72,000 75,000

Benchmarki
ng
 Hunk
Loyalty
Performance

Hero Honda
Price Loyalty
 Awareness Study
• Age : 20 – 45 yrs


• Respondents were peer groups,

friends, Showroom salesmen,
Dealers and Internet


• Suggestions were also given by

the respondents

 Research results
Important Perimeters :


• Re-sale value & price of the

spare parts
• After sale services
• Mileage & Price
• Brand
• Comfort
• Looks
•
 In flu e n ce rs
• Opinion Leaders
• Reviews, blogs & forums
• Advertisement

 Scope for
Improvement
• HH should work on to reduce
the weight of this bike without
affecting the safety aspect as
well as aesthetical beauty of
this bike


• Gearing system as mentioned

above should be improved.
Locate neutral gear at the
• Turning radius is the very high,
short turn is problem with
this bike


• Provide seat height adjustment

so that the personnel can
adjust the height as per their
comfort


• Helmet lock which is provided

at sari guard needs design
improvement so that apart
from helmet one can lock his
• Locking & unlocking of seat
should be trouble free. Just
like it is available for
scooters seat


• Provide little bit of more space

below the seat so that it can
be utilized to storage

• Sales push by discounts during
festive seasons


• Increase Visibility of the product


Present Positioning
• Bull Symbol not connecting well
with the target audience
• The present advertisement
campaign does not lure the
Target Audience
• Lack of advertising
• Less visibility
Marketing Objective
• Visibility
• Connection - New
Communication message
 New Strategy
• Tweak in positioning statement
• More Advertising activities
• To connect with the Target
Audience
• To project it as “it’s just not a
bike but a way of living”
• Increase the visibility
•
 Budget Allotted
 Rs 4 crores for 1 year


 From May 2011-April

2012


 In Delhi & NCR region

 G - 6 Action Plan

Print E v e n ts

Radio Outdoor
Online
 Action
College campuses :


• Demonstrating the product in

various college campuses
across Delhi & NCR


• The HUNK van moving all

across Delhi & NCR


• Showcasing the product in

various malls and shopping
 Budget Allocation
• Product demonstration in
various campuses
 20,000 * 20 = 4,00,000


• Organizing contests and games

in various malls & markets =
1,00,000 * 20 = 20,00,000


• Cost of Hunk Van = 10,00,000

 Cinema
• Promotion in cinemas during
upcoming Action Flicks like
Death Race 2, Transformers 3,
Pirates of the Caribbean,
RA.ONE, Don 2 and Agent
Vinod


• Product demonstration and

hoardings for the opening
week

 

 HUNK in the Town



• Organizing the event at one college for

1
 days each = 1,50,000 * 20 = 30,00,000


• Booking the venue for the final

 = 4,00,000 * 2 = 8,00,000


• Decorating the venue & Stage

• Gifts and Prizes
 = 10,00,000


• Miscellaneous cost
 = 5,00,000


 Total Cost
 = Rs 75,00,000

Outdoor Advertising


• Hoardings Promoting “Hunk in the

Town” in various college
campuses and shopping places
like Vasant Vihar (Priya), Saket
(Anupam), Lajpat Nagar, Sarojini
Nagar and Bus Stops
 = 20,00,000


• Hoardings at Bus Stops and Metro


• Hoardings and posters across
various Gyms in Delhi & NCR
 = 25,000 * 20 = 5,00,000


• Bikes standing in Cafe Morrison

and Hard Rock café on
Saturday live performances
 = 40,000 * 2 * 15 = 12,00,000

 Radio
• RJ’s talking about the Hunk and
Hunk in the town contest


• Advertisement along with the

Tag line :
 “It’s just not a bike but a way
of living”


• Giving new schemes and offers

during Festivals like Diwali,
 Budget Allocation
Channel Inserts Week Duration Cost / Total Cost
10 Sec

Radio 21/day 15 15 sec 600 19,84,500

City

Fever 21/day 15 15 sec 700 23,15,250

FM

Total 42,99,750
 Online
• Facebook updates and
discussions
• Website maintenance
• Query and support system
• Brand merchandise (helmet,
gloves, jackets) contest
• Two wheeler forums
• Feedback and response
 Print- Newspaper
Publication Insert Rate/s Language Type Col*cm Cost

TOI 2 4500 English CLR 240 21,60,000

HT 8 2500 English CLR 240 36,00,000

Dainik 2 2000 Hindi CLR 240 9,60,000

Jagran

NB Times 3 1500 Hindi CLR 240 10,80,000

Total 78,00,000
 Magazines
Publication Insert Type Cost / Ad Cost

Top Gear 3 Full-page 1,25,000 3,75,000

CLR

Men’s health 2 Full-page 80,000 1,60,000

CLR

Over drive 2 Full-page 1,00,000 2,00,000

CLR

India Today 2 Full-page 4,50,000 9,00,000

CLR

Total 16,35,000
 Media Plan
Mediu May Jun July Aug Sep Oct Nov Dec Jan Feb Mar Apr
m
Outdoor * * * * * * *
Print * * * *

Radio * * * * *

Event * * * * * * *

Online * * * * * * * * * * * *

Van * * * * * *
Cinema * * * * * *
 Budget
Particulars Cost
Events 87,00,000
Outdoor hoardings & 74,00,000
Demonstration
Radio 43,00,000
Magazines 16,35,000
News paper 78,00,000
Cinema 32,40,000
Moving van 10,00,000
Online 5,00,000
Total 3,45,75,000
Desired Results after the campaign

Visibili
ty
Connect
Reach
Frequenc
y
Recall
 Acknowledgment
• GOD
• Prof. Ramola Kumar
• Rupanjali Lahiri
• Sanjeev Mishra
• Dharam Arora
• Pashupati Motors
• Kukreja Motors
• Respondents
• Friends